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Hybrid Business Models for Mobile TV

Hybrid Business Models for Mobile TV. <<PRESENTER NAME>> MediaFLO Technologies Global Technical Marketing.

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Hybrid Business Models for Mobile TV

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  1. Hybrid Business Models for Mobile TV <<PRESENTER NAME>>MediaFLO Technologies Global Technical Marketing

  2. NOTE:  The information contained herein is for informational purposes only.  Any dates, release numbers, features, capabilities, applications and upgrades, both existing and future, are subject to change at any time without notice.

  3. NOTE:  This presentation may include references to, or images of devices which contain parts whose manufacture, use, sale, offer for sale, or importation into the United States is limited or prohibited by an injunction applicable to Qualcomm. This presentation is not an offer to sell such parts for use or importation into the U.S., nor should it be construed as assistance in the making, using, selling, offering to sell, or importation of any product in the U.S. containing such parts. This presentation is intended solely to provide information for those products and uses of products that are outside the scope of any applicable injunctions.

  4. Agenda • Evolution of Mobile Devices • Success Factors for Mobile TV • Free-to-Air Awareness and Service Adoption • Mobile TV Case Studies • FTA and Subscription TV Market Dynamics • Integrated Model of FTA, Pay, and Value-Added Services • Support for Mixed Deployments • What MediaFLO Offers • Conclusions Mobile TV Business Models

  5. The Evolution of Mobile Devices • Mobile devices now offer a wide range of services • The natural next step – a breadth of digital quality, live broadcast mobile media offerings including a range of complementary hybrid and value-added services Mobile TV Business Models

  6. The Opportunity • Mobile devices are an ideal outlet to monetize entertainment, advertising, commerce and information… Entertainment Advertising Commerce Information …driven by complementary standards and an integrated service business model. Mobile TV Business Models

  7. Success Factors for Mobile TV Services • Technology matters – Broadcast vs. Unicast platforms • Is the platform flexible across cost, coverage and capacity? • Will the system work for both television and voice operators? • Is the service compelling with a wide variety of programming? • Is the Quality of Service comparable to a true digital television experience? • How quickly can spectrum be obtained? Mobile TV Business Models P.7

  8. Free to Air vs. Pay Mobile TV Services Today Integrated free & pay broadcast mobile TV model provides ideal solution for both subscribers and profits Mobile TV Business Models P.8

  9. Evolution of Services – Fixed TV Analogy • Initial Free-to-Air market drove consumer TV adoption • Ad-supported model • Low infrastructure cost • 50% penetration within 3 years • Public good regulation • Once TV sets became popular, paved way for pay TV models • Early CATV evolved from FTA re-transmission to premium and specialized content • Subscription-based model • Access to local FTA channels played important role of uptake and consumer convenience • Evolving regulation 98% TV Penetration by 1978 Satellite Home Viewer Improvement Act of 1999 Initial FCC “Must Carry” Rule 1972 Source: SNL Kagan, Television Bureau of Advertising , National Cable & Telecommunications Association , TV History.TV, The Museum of Broadcast Communications, Qualcomm analysis Mobile TV Business Models

  10. In free-to-air (FTA) markets, mobile TV is rapidly becoming a standard handset feature TV-enabled handset ubiquity has a positive effect for all mobile broadcast services High handset adoption drives down costs – may result in reduced carrier subsidies Mobile TV as a Handset Feature Handsets with feature “x” as a % of Total Handsets Source: TeleAnalytics Mobile TV Tracking Service (July 2008), Yankee Group Global Device Tracker: Q3-2007, Qualcomm analysis Mobile TV Business Models P.10

  11. Free Services Drives Demand for Mobile TV “…handset transition will drive the emergence of Mobile TV services, and this will be much faster in markets where a free-to-air Mobile TV service is available.” - ARCchart, “Mobile TV Business Models, Technologies and Markets 2008-12”, May 2008 Mobile TV Business Models • Successful introduction of free TV services • Raises user awareness • Drives adoption rates and usage • Paves way for more robust services and foundation for alternative business models • Has a positive effect on all broadcast mobile TV technologies P.11

  12. Case Study: Japan – ISDB-T Free-to-Air Ovum, Mobile TV in Japan, February 2008 TeleAnalytics, Nov 2007 – The Dimensioning of the Mobile TV Business Mobile TV Business Models “1Seg” service launched April 2006 as part of TV digitalization FTA model has seen dramatic growth with 1Seg service now part of the “fabric of Japanese society” As of Aug. 2007, 40% of new handsets purchased through KDDI were FTA capable Limitations in coverage and quality exist for mobile use with no clear business model to fund improvement Value ecosystem limited to broadcasters and OEMs P.12

  13. Case Study: Pay Mobile TV Services on 3G United Kingdom Sky Anytime Mobile TV available to home subscribers for £5-£15 /mo Offered by Vodafone, 3, and Orange in the UK for users of 3G phones Australia Mobile FOXTEL service offered by Telstra on 3G 12 channels of programming with various subscription packages Usage limits of 15m per session and 200m per month may apply Successful extensions of media company brand to mobile Offers increased stickiness to home subscription TV services Limitations have caused mobile TV service degradation during peak demand, e.g. Olympics and popular rugby matches http://anytime.sky.com/mobile.aspx http://www.telstra.com.au/nextgnetwork/experience/foxtel.htm http://www.theaustralian.news.com.au Mobile TV Business Models P.13

  14. Case Study: 3 Italy – “3TV” Service Sources: http://www.la3tv.it/ Marco Maestri, TV solutions director at 3 Italia, speaking at the Mobile TV World Summit, March 12, 2008 TeleAnalytics, Nov 2007 – The Dimensioning of the Mobile TV Business Mobile TV Business Models • 3-Italy was aggressive entrant into Italian mobile TV market • Initially launched service in 2006 with original channel line-up limited to pay TV only • In June 2008, added 6 free channels to move from exclusive pay TV to a hybrid model featuring free to air content from leading providers available without charge • Rai 1, Rai 2, Canale 5, Italia 1, Rete 4, SKY Meteo24, Current TV, La3 • Currently provides total of 13 mobile channels • According to 3, Mobile TV service boosts its ARPU by 60% with one third of the revenue coming from the pay TV service and two thirds of the extra revenue comes from additional voice and data services P.14

  15. Case Study: Korea – TU Media In 2005 Mobile TV service launched by TU Media, an SK Telecom affiliate S-DMB based subscription service line-up was 12 video and 36 audio channels During the initial rollout, the competing free T-DMB service delivered more users due to better content, coverage and device portfolio July 2007 – TU reached agreement with MBC, one of Korea’s largest terrestrial TV stations, to re-broadcast MBC free content TU also announced hybrid S-DMB / T-DMB terminal device to access terrestrial-DMB FTA broadcasts June 2008 – TU announced a “slim” package offer of 9 video and 19 audio channels available at no charge to SKT subscribers More than half of new SKT customers are now subscribing to new free package Free package introduction The Digital Times (Korea), Aug. 11, 2008 The Electronic Times (Korea), June 2, 2008 TeleAnalytics, Apr 2008 – MoTV Tracking Service Mobile TV Business Models P.15

  16. Unicast vs. Broadcast Network Efficiency • Content server costs via Unicast rises based on number of users • Broadcast technology costs remain fixed for unlimited users Based on server cost for 1,000 to 3,000 simultaneous users Is $40,000 (Source: Bakhizen & Horn, 2005, and Interview with Wireless Carrier by Robert Hale & Associates). Mobile TV Business Models

  17. Example FTA and Pay TV Market Drivers • Free-to-Air Market: • Consumer awareness of mobile TV is increased with high usage • Higher adoption rate and market penetration in 12 month period • Ad-supported model provides slower monetization opportunities • Pay TV Market: • Higher revenue potential through subscription-based model • Lower penetration numbers in 12 month period • Fewer ecosystem partners and suppliers (devices) due to fewer users The ideal is a hybrid approach… Source: TeleAnalytics, Mobile TV Tracking Service (July 2008), Qualcomm Analysis Mobile TV Business Models

  18. …combined with unique value-added services Interactivity capitalizes on mobile device capabilities With more engaged viewer opportunities Real-time user presence, referrals & chat Program ratings Jukebox-style voting systems Program reminders Links to social networking sites Applications that involve users build customer loyalty and provide revenue opportunities through mobile advertising, commerce and Data/SMS traffic Mobile TV Business Models P.18

  19. …and personalized VOD and content services. • With Clipcasting service users can select a video for viewing from a selection of popular “push” VOD clips • Also potential opportunities for integration with new and existing unicast 3G “pull” VOD, network PVR, and narrowcast services 1. Select clip category 2. Open clip list 3. Select clip 4. Watch clip Mobile TV Business Models

  20. Mobile TV Services are Complementary Mobile TV Business Models

  21. Enabling Multi-Standard Support Single-chip solutions like Qualcomm’s UBM support multiple standards Delivers support for MediaFLO, ISDB-T and DVB-H in a single chip Accelerates delivery time of mobile TV to mass-market handsets Device manufacturers benefit from maximum flexibility (able to build regional or global platforms) Public demonstrations of ISDB-T and MediaFLO mobile TV standards on multi-mode handsets in Japan and Brazil Source: Qualcomm Press Release, May 12, 2008 Mobile TV Business Models P.21

  22. What MediaFLO Offers Customers • Large number of channels • 21-23 channels in 6 MHz, 28-32 channels in 8 MHz at 9.9 dB C/N • QVGA live streaming video, up to 30 frames per second • Clipcasting – network scheduled media • IP Data Services – phone as lifestyle management device • Interactive services for two-way exchange Mobile TV Business Models

  23. MediaFLO Delivers without Compromise • Quality and Capacity • At the same link margin MediaFLO can deliver additional content • Clipcasting and IP Data Services can be jointly optimized with linear programming • Channel Switching and Battery Life • Replication of in-home viewing experience – MediaFLO achieves channel switching of ~2 seconds • Efficient power consumption won’t negatively impact core voice/data business • MediaFLO can deliver 4+ hours of consecutive viewing at QVGA video and stereo audio with a standard 850 mAh battery • Customer satisfaction and 3G revenue remain high with fast channel switching and extended battery life • Wide Range of Offerings and Flexible Interactive Services • Combination of real-time video, Clipcasting, and IP Data Services • Interactive applications that match the targeted business model while increasing revenue and driving use MediaFLO Drives the Most Compelling and Sustainable Long-Term Competitive Position Mobile TV Business Models

  24. Conclusions Free to air services are one component of a complete mobile TV ecosystem Dedicated mobile broadcast networks can provide greater control of quality of customer experience and mass market coverage Combination of free and pay TV services is ideal offering to benefit all stakeholders Replicates traditional TV model that many consumers are used to – cable and satellite TV providers routinely offer free TV channels Free channels increase consumer acceptance and may reduce need for handset subsidies Subscription-based channels and value-added services generate repeat revenue Integrated EPG may allow interactive targeted advertising Cooperative model with FTA broadcasters may allow share/lease of broadcast infrastructure with mobile pay TV provider Mobile TV Business Models P.24

  25. Thank You!www.mediaflo.com

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