feature mobile TV
Mobile media is poised for explosive growth,
creating new revenue opportunities for
broadcasters, wireless operators, content
providers, advertisers and companies with
complementary services and technologies.
Neville Meijers, senior vice president and
general manager of Qualcomm MediaFLO
Technologies, reports.
The broadcast mobile
media opportunity
addition, FLO TV service experienced anndustry analysts recognise the content such as niche programming
80% increase in viewership during thevast potential of mobile media and video-on-demand clips, they are
Obama presidential inauguration,services, predicting the global not optimised for streaming media to a
compared to the rest of the month, andmarket to grow from $25.4 billion mass market. Streaming over 3G
1
another 80% viewership spike duringin 2008 to $48 billion in 2013 . requires a dedicated connection
I
the Michael Jackson memorial,The combination of broadcast between each mobile device and the
compared to the previous day.mobile TV with emerging personalised wireless operator’s network. As the
We have also witnessed a surge inand interactive mobile services will number of mobile users trying to
mobile social networking applications.unlock even greater opportunity, access high bandwidth content grows,
fostering a sticky, ‘must-have’ mobile
Neville Meijers,
70% of Japanese social network usersthe responsiveness and quality of the
senior vice
4
access sites from a mobile phone ;media experience. network is drastically reduced, posing
president and
mobile uploads to YouTube haveThe recent success of mobile video
general manager of
capacity constraints and negatively
services on devices such as the iPhone
Qualcomm
increased by 400% per day since theaffecting the user experience.
MediaFLO
5
launch of the iPhone 3G S ; anddemonstrates that delivering content to Whilst there is a place in the mobile
Technologies.
Facebook has reported more than 30mobiles is in high demand. Apple media market for 3G video streaming,
million regular users via mobilereportedly sold more than 5.2 million the full potential of mobile media
6
phones . The rapid convergence of theiPhones in Q2 09, seven times greater comes into play with broadcast
2 Leveraging the
mobile media industry and socialthan the same period last year . This technologies.
advantages of both
represents a huge increase in mobile
broadcast and 3G
networking applications, and theThe number of consumers accessing
leads to the
increase in consumer demand forvideo users, who are setting a higher mobile media over broadcast
optimal mix of
standard for the mobile viewing
mobile content
them, provides a unique opportunitytechnologies has grown exponentially
experience. across multiple for a broadcast mobile media offeringin the past few years. Live events and
service and
that brings together all these elements.While 3G networks are an excellent breaking news have proven to be
technology
medium to help tap into long-tail
platforms.
Dedicated broadcast mobile mediacatalysts for consumer awareness and
platforms, such as MediaFLOdemand. For example, T-DMB mobile
technology, are the ideal medium forTV subscribers in South Korea grew by
the delivery of high-quality, scalablealmost 60% to 17.25 million in 2008
mobile media services to largefollowing aggressive marketing
audiences. These platforms provide acampaigns around the Beijing
mix of content well beyond linear TVOlympics. In Japan there were roughly
and support personalised, interactive18 million broadcast mobile TV
services to encourage user adoption. Bysubscribers in 2008, with estimated
3
enabling targeted advertising andgrowth to 40 million by 2013 . In the
impression reporting throughUS, FLO TV's dedicated Olympics
sophisticated, anonymous usagechannel was the most–watched
tracking software, they also provide thechannel on the AT&T Mobile TV service
metrics to monetise advertising.during the live Olympics coverage. In
22 l ibe l september/october 2009 l www.ibeweb.com
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