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A Global Cellular Industry Perspective

In the evolving landscape of mobile television, Neil Walker, Product Manager at Vodafone, provides a comprehensive analysis of current services in the UK and Germany. With 15 channels available online, including 4 live and 11 loop channels, Vodafone aims to deliver continuous updates and highlights from major programs. The platform features exclusive content, including the biggest soap opera in Germany and special event coverage. This report explores trials, market potential, and future directions in a multi-channel environment, highlighting shifts towards on-demand and personalized services.

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A Global Cellular Industry Perspective

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  1. Neil Walker Product Manager, Television & Video A GlobalCellular IndustryPerspective

  2. Current UK Services

  3. German Services • 15 channels online • 4 live channels • 11 loop channels • Length between 15-60 minutes • Continuous updates • Highlights from main programmes • Single content not longer than 10 minutes • Biggest soap in Germany exclusive on Vodafone • Special events • “Making of” specials for blockbuster movies • 2 full-length movie releases • Realtime broadcast of major TV shows • New channels upcoming(e.g. Kids, Extreme Sports, Serials) MobileTV Channels • 4 live channels • 10 loop channels • Event channels

  4. Berlin DVB Trial • Technical Trial • Multiplex 59 with portable indoor coverage available used for trial • Two public transmitters • Mobile Reception on the Move • Market Potential of 3.05 million customers • June 2004 for 12 Weeks • Trial Devices • Nokia 7700 • Philips HoTMAN2

  5. Mobile Television is not Proven High Uptake Medium Uptake Product Penetration Low Uptake Time Qualitative Illustration

  6. Options for Delivery 3Gunicast Improved 3G GPRSunicast Costs per capacity Broadcast Usage Qualitative Illustration

  7. Economies of Scale Private Networks Shared Networks Cost of Increased Coverage Population Coverage Qualitative Illustration

  8. We Live in A Multi-Channel World • The UK Perspective • Sky Digital 200+ Channels • Freeview 30+ Channels • BBC Digital Services • Radio 6+ Channels • Television 7+ Channels • DMB Multiplex 4+ Channels • DVB-H Multiplex 25+ Channels • 3G Unlimited

  9. Advanced Services On-demand Personalised One:One MobileTV streaming (today) One : Many Live, mass-media MobileTV € Voice € ServiceSubscriptions € Voting € Download

  10. In Summary • Mobile Television is popular, but is yet to be proven as a “Killer App” • Linear playout is increasingly conceding viewing time to video-on-demand and premium interactive services • Most Vodafone mobile television services have or aspire to having 20+ channels • The UK has a history of shared broadcast infrastructure

  11. Thank You Neil Walker Product Manager, Television & Video Vodafone, United Kingdom +44 (0) 7795 636 901 neil.walker@vodafone.com

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