mobile TV feature
subscribers so that they can recharge• The strategic commercial
Looking at the bigger
their service via an SMS/IVR service,deployment was made from a
picture
through a contact centre or via thebroadcaster perspective. A broadcaster
Mobision website.who is keen to offer a multi-device
The rapid take up of the mobile phone
Other innovative projects are on-service without sharing the revenues
Even though
across all age groups, coupled with
going that will help Mobision's mass-with the country's mobile operators
new programming that caters to all
market ambitions, such as a low costsuch as Zain, Korek or Asiacell.
the people
tastes, means mobile TV can only
device approach, dual SIM card• The service features a bouquet of
of Iraq are grow. Service protection solutions,
handsets, and also the development ofup to 20 TV channels offering both
accustomed
such as NAGRA Media Mobile, are an
an independent receiver, to enableEnglish and Arabic language content
to watching
essential piece of the overall story,
subscribers to receive broadcast TV viafrom broadcaster Alsumaria TV.
television on
since they protect both content and
a laptop. • Mobision is the first commercial
mobile TV DVB-H bouquet in the sets at
revenues in the long term and allow
A promising start
operators to increase the average
Middle East to be based on the NAGRA
home, DVB-H
revenue per user (ARPU).
Media Mobile solution embedding
is a Today, there are approximately 40
It's planned that a Mobision subscriberconditional access security.
brilliantly
million users worldwide who watch
will have access to 20 of the regions'
Innovative service
practical
some form of mobile TV. In spite of
most popular channels in all major
cities in Iraq; ranging from news to idea. Since
the current recession, most market
research confirms mobile TV has a
movies and sports. At present,Consumers in Iraq can access the
Iraq suffers
solid future, and the technology could
Mobision covers most of the Northernservice with both connected and
from win 140 million subscribers by 2011.
and Central areas, namely Baghdadunconnected devices such as handsets,
electricity
The industry is continuing to improve
and Kurdistan. The plans to cover theportable media players and GPS
shortages,
broadcast mobile TV business models
Southern areas are already undersystems. Any consumer with a certified
Iraqis can
and to work on launching next
execution, beginning with Basra andDVB-H handset can subscribe to
Diwaniyah, and should be completedMobision. Consumers simply insert the
follow up on
generation satellite/terrestrial mobile
TV networks.
in the next few months. NAGRA Media ACCESS MicroSD card
news via
Mobile TV mutation is still on its way
Within a few weeks of the(sold to end users at approximately 35
their mobile in the area of the devices themselves,
commercial launch, 10,000EUR) into the mobile device and
phones,
just as cars are increasingly being
subscriptions had been purchased andactivate the service using an Interactive
allowing
supplied as standard with video
Mobision expects to reach more thanVoice Response (IVR) system.
60,000 by the end of the year. The them to be
entertainment systems, and GPS
The microSD card provides efficient
makers are looking at ways to
company offers three purchasingexpansion of services, while also
aware of the
enhance their products. The future of
options: a single month at 18,000 Iraqiauthenticating the subscriber's device.
latest the mobile TV industry rests on the
Dinars (ID) (est. 11 EUR), three monthsThe card contains flash memory which
develop-
industry's ability to identify the
for 45,000 ID (est. 27 EUR) and 12allows consumers to store their
ments and
business models that will allow parties
months for 165,000 ID (est. 99 EUR).personal data, such as photos and
updates in
at all stages in the value chain to
For more service information, themusic, while simultaneously allowing
Mobision website is available atMobision subscribers to record and
Iraq and
generate a return on investment and
secure long-term success.
www.mobision.tv in English, Arabictime-shift DVB-H services, adding PVR
around the
However, whilst it is clear that the
and Kurdish.capabilities to mobile TV viewing.
world. future looks promising, the mobile TV
Mobile TV as a whole for this regionBy introducing such advanced
mass market adoption still varies
is very new, as broadcasters andtechnology into the fluctuating Iraqi
country by country since several
mobile network operators look tomarket, Alsumaria TV positioned itself
market launches are being delayed
rethink the way their content can beas one of the most high tech TV
because of regulation and spectrum
delivered. However, Mobision isstations in the Arab world, offering
provision issues. Thus, today’s mobile
already looking at alternative marketstrend-setting audio-visual solutions to
TV provision is becoming a tale of
in the MENA region which may be ‘inits wide audience.
addressing two markets: the mass and,
need’ of mobile television services.Scratch cards are also provided to
as Mobision is proving today, the niche.
IBC 2009
Stand 10.F28
www.ibeweb.com l september/october 2009 l ibe l 21
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