theibcdaily executive summary 25 The future of TV
A digital sixth sense
24 years after she started at the company as a software engineer, Peggy Johnson is EVP and president of global market development at leading chipset maker Qualcomm.
Peggy Johnson
Executive Vice President, Qualcomm Technologies Region: US
Interview by Andy Stout
What are the major challenges facing the industry? We’ve already evolved how content is made by transcoding and formatting video content for today’s users’ smaller screens and shorter attention spans. The biggest challenge now is how content is distributed. Broadcast is a far more efficient way to stream realtime content than today’s unicast mobile networks – for example, when sending content to two people sitting next to each other watching the same thing in realtime, the unicast network requires a cell site to send content twice.
Where is the drive for innovation coming from? From consumer expectations to have their content with them at any time, in any format. Consumers love TV and more and more frequently are consuming content on the most convenient screen available. Often, the most convenient screen is the mobile screen. The challenge is for technology providers to enable content providers to deliver the excellent experience users want.
You played an important role in the adoption of 3G services. What are your hopes for 4G? 4G is here today and paying off on its promise, which is one of the key reasons people are able to consume video on their mobile devices. It might not be in every market worldwide, but it is certainly deployed and pervasive in major metro areas in all of the US and Europe. LTE
Broadcast leverages the existing LTE spectrum and is designed to be implemented within the cellular infrastructure to deliver on untapped consumer demand for long forms of content.
Won’t there be a battle for spectrum? There’s no question there is a general trend towards delivering video content via IP, and spectrum comes into the equation when content is sent wirelessly. Who eventually delivers these services and under what terms is really beyond our predictions but whatever the outcome we want to help enable the most efficient use of the underlying spectrum.
What will be the most disruptive technology in the coming years? LTE. The installed base of smartphones and tablets is growing exponentially, and the
key to accessing these devices is to use standard IP technologies. LTE Broadcast is designed to be implemented within the cellular infrastructure and provides the cost, scalability and efficiency benefits that allow broadcasters to reach larger audiences than ever before.
Fast forward us 10 years into the future More disruptive than a single technology will be a number of mobile
technologies advancing to the point of giving people a ‘digital sixth sense’. That ever-growing number of smart, connected devices working together to provide people with timely, personalised content and seamless interaction with our environment, allowing us to spend less time managing and more time living.
“Broadcast is a far more
efficient way to stream realtime content than today’s unicast mobile networks”
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