1. Interactivity in Mobile TV Tom Sederlöf Seminaariesitelmä: TKK: Networking business Työn valvoja: Heikki Hämmäinen Työn Ohjaaja: Tkt Markus Lindqvist Nokia Multimedia 14.02.2006

2. Introduction • Layered Model Of Mobile Broadcasting • Radio Layer • System Layer • Business Environment • Interactivity • Interactivity in Mobile TV • Conclutions

3. Introduction • Motivation: • Costs transimitting broadcast type of data is extremely high in point-to-point/cellular networks • Mobile broadcasting technologies enable the broadcasting to mobile devices • TV is the most commonly spread broadcast service • When integrating the broadcast based TV service to mobile phones, a single device uses the one-to many and point-to-point networks • Scope: • Scheduled broadcast services • Main focus on TV and interactive services • Presened analysis applicable also to other non-TV broadcast services • Methodoly: • Literature survey • Non structured open discussions with experts

4. Layered Model of Mobile Broadcasting • Developed for the thesis • Previous studies on mobile broadcasting base on vertical approach • Model used as framework throughout the analysis • Each layer studied separately • Main focus on ”Client Application Layer”, especially on Mobile TV and possibilities to integrate interactive service components to it

5. Radio Layer of Mobile Broadcasting • Five different major mobile broadcasting technologies • Digital video broadcasting for Handheld (DVB-H) • Multimedia Broadcast Multimedia Service (MBMS) • Terrestrial – Digital Multimedia Broadcasting (T-DMB) • Integrated Services Digital Broadcast (ISDB-T) • Forward Link Only ( FLO ) • Broadcasting technologies provide the high data rate downlink and existing cellular networks • the uplink needed for interacting

6. System Layer Two different system level solutions • IP datacasting (DVB-H) • MediaFlo (FLO) • Service Enablers of System Layer • Service Discovery • Security • Purchase & Billing • Generic Services provided by System Layer • Streaming • FileCasting • Intractivity

7. Business Environment of Mobile Broadcasting Generic business model of mobile broadcasting - presents the functional roles needed in MB - Companies will act in one or more roles Division of functional roles in mobile TV pilots : Case Oxford Case Helsinki Case Barcelona

8. Business Environment of Mobile Broadcasting • The mapping between functional business roles and actors

9. Interactivity • Interactive services in ”normal TV” • Pre-existing interactivity • 24/7 services • Enchanced TV • Terminal Constraints in Mobile TV services • Screen Size • Input Device • Native Application Set • Interactive services in mobile TV • Simulcasting • Enhanced simulcast • Mobile TV dedicated content Mobile TV Terminals

10. Interactivity in Mobile TV • Examples of Interactive Services • Simulcasting ( from Nokia 7710 during Finnpilot) • Enhanced Simulcast ( concept service) • Mobile TV dedicated content ( from Nokia 7710 during Finnpilot)

11. Interactivity in Mobile TV • Presentation of interactive services • In a spesific ”banner area” beside picture • On top of picture ( concept service) ( concept service) • Services should be drawn to the screen in terminal, not burnt to the picture

12. Conclutions • Services provided by mobile broadcast have affect to three dimensions, • When the broadcasted content is simulcast, a consistensy on how the business environment is set • up and how the functional roles are adopted by actors involved within the busines can be seen, but • as the broadcasted content diversifies to include interaction and non-TV content, • so do the business models.

13. Conclutions • The co-operation of actors already posessing relevant competences, mostly today’s broadcasting and • telecommunication operators, is most likely seen in vast majority of business models of mobile TV. • It is likely that there will not be a clear winner technology in mobile TV on global level but the mobile • broadcasting market will remain geographically fragmented. • Including interactivity to mobile TV has a potential but exploiting it successfully requires proper • implementation both from broadcast system and terminal side, i.e. integrating the interactive services to • the broadcast feed and ensuring the ease of use in terminals. • Interactive services provided in set-top-boxes are not suitable for mobile TV as such, but some of the • interactive service types are applicable to mobile TV. • Interaction should be introduced to mobile TV through enhanced simulcast, in practice this means • embedding services like voting, links, chats, gambling and gaming to the broadcasted programming. • Because of the lack of empirical data on interactive services in mobile TV further study is needed. • The upcoming mobile TV trials and commercial solutions give the possibility to experiment with • interactive mobile TV and will provide data that can be used in further studies.

14. Thank You Tom Sederlöf Nokia, Multimedia

15. Example implementation of MB system capable of interaction