ITU-T Workshop on
Bridging the Standardization Gap
and Interactive Training Session
(Cyberjaya, Malaysia, 29 June – 1 July 2010 )
Business experiences in
implementation of Mobile TV in Korea
Jaewook Lee,
Team Leader at Net&TV
Table of Contents
Part I.
Introduction to T-DMB
Part II.
DMB Market in Korea
Part III.
Business Model
Part IV.
New Technologies
Part V.
How To Improve Revenue
Part VI.
Conclusion
Cyberjaya, Malaysia, 29 June – 1 July 2010
Introduction to T-DMB
• Various mobile TV services were commercialized all over the world.
• Nevertheless, most of these services were withdrawn or failed to draw
enough subscribers except for T-DMB in Korea and 1-seg in Japan.
Mobile TV Standards
Cyberjaya, Malaysia, 29 June – 1 July 2010
Pay service vs. Free service
Introduction to T-DMB
• T-DMB transmission system
Audio Service
(MUSICAM)
Packet or Stream
Mode
Data Service
Video
Associated
Audio
(Interactive)
Data
Video
Encoder
(H.264)
DAB
MUX
Video Service
TS
Audio
Mux
Encoder
(ER-BSAC)
RS Encoder
(204,188)
Convolutional
Interleaver
Stream
Mode
Multimedia Multiplexer
Multimedia Encoder for T-DMB
Cyberjaya, Malaysia, 29 June – 1 July 2010
OFDM
Modulation
DAB System (ETSI 300 401)
Current DAB system
Introduction to T-DMB
DAB / DMB Features
High speed mobility
Capacity: 1.5 Mbps / channel
High bitrate AV & Data:
Typical video to mobile screen: 384-512 kbps
Spectrum:
Band III: 174 to 240MHz
L-Band : 1452 to 1492MHz
Modulation: COFDM
Single Frequency Networks
Cyberjaya, Malaysia, 29 June – 1 July 2010
Introduction to T-DMB
• Service configuration of T-DMB in Korea
CH 8
CH 12
8A
8B
8C
12A
12B
12C
TV 3
TV 2
TV 3
TV 1
BIFS
TV 2
BIFS
TV 2
BIFS
-
Radio 1
-
Radio 3
Radio 1
Radio 2
DMB2.0
TPEG
DMB2.0
EPG
BWS
DMB2.0
TPEG
DMB2.0
TPEG
DMB2.0
TPEG
DMB2.0
Cyberjaya, Malaysia, 29 June – 1 July 2010
Introduction to T-DMB
• T-DMB as Broadcasting and Communications Convergence Service
Service Scene
Contents
Interactive
Broadcasting
Content
Provider
Broadcasting Center
Interactive sports/Advertisement
- Player Information
- Viewing at Different Angle
- Direct Connection to Shopping
Website
• Monthly Fee
Biz.
Model
• Pay Per View (Movie, Adult etc.)
• Advertisement and Shopping (Interactive)
• N/W Charge for Interactive Broadcasting
Cyberjaya, Malaysia, 29 June – 1 July 2010
Cellular
Network
User Demand
Interactive Weather / Traffic
- Camera Viewing of Road
- Camera Viewing of Scene
- Automatic Navigation
- Weather Information
• Facilities to cover shaded area
Key
• Collaboration with broadcasting industries
Success
Factor • Content Supply Chain (Not Sole Solution)
• QoS of Broadcasting
Introduction to T-DMB
• Data services : BIFS(Binary Format for Scene)
-
ISO standard : MEPG-4 part 11 (core2D level1 @ DMB)
-
MPEG-4 scene description protocol to compose and describe MPEG-4 objects
-
Possibility of generating revenue with SMS voting, advertisements, content D/L services
such as ringtones, mp3(background music), photos, etc.
An Example of BIFS Service Flow
Area of overlaid BIFS images or graphics objects
Cyberjaya, Malaysia, 29 June – 1 July 2010
4 / 20
Introduction to T-DMB
• Data services : BWS(Broadcasting Web Site) / DMB2.0
-
Data Transport Standard : MOT Protocol (ETSI EN 301 234)
-
Using EPM(Enhanced Packet Mode) for robust error protection
-
BWS : Mobile Profile, HTML4.01, CSS2.1, ECMAScript, and DOM2
-
Rendering and displaying the data from two different channels on the same screen
Video
channel
BWS
Data
channel
Wireless
network
TV + BWS
TV + Wireless Network
Cyberjaya, Malaysia, 29 June – 1 July 2010
TV + BWS(landscape)
4 / 20
Introduction to T-DMB
• Data services : TPEG(Transport Protocol Expert Group)
CTT
NWS
RTM
TPEG
Contents
SDI
POI



Current Situation
Cars registered in Korea : 17 million
Car DMB receivers
: 8 million
Car TPEG receivers
: 1.4 million



Future tasks
Improving the accuracy of traffic info.
Improving the transfer speed of traffic info.
Improving the accuracy of GPS location info.
One time Charge or Payment in (Monthly, Yearly, 3 years) installments
TPEG vs. Non TPEG
Accumulated sales
(millions)
Cyberjaya, Malaysia, 29 June – 1 July 2010
4 / 20
DMB Market in Korea
Many Koreans use DMB-enabled devices and watch TV programs
anywhere and anytime
Indoors
Vehicle
Cyberjaya, Malaysia, 29 June – 1 July 2010
Public Transportation
Outdoors
DMB Market in Korea
Over 25M devices were sold and mobile TV phones surpassed
73% penetration rate in Q3 2009.
Accumulated No. of S-DMB and T-DMB devices
T-DMB Device Types
(unit: 10,000)
USB
PMP
Dongle 4.5%
Car Navi. 0.1%
22.0%
Notebook
0.0%
Q3,2009
(Source: RAPA, December 2009)
Cyberjaya, Malaysia, 29 June – 1 July 2010
Cellular
73.3%
DMB Market in Korea
Limited revenue from advertisements
in comparison to successful distribution of DMB devices
A demand
for higher ad rates
Broadcaster
National Media Representative
Advertiser
FTA (Program + AD)
Mobile TV Users
KOBACO : Korea Broadcasting Advertising Corporation
Cyberjaya, Malaysia, 29 June – 1 July 2010
DMB Market in Korea
Q. Who made large profits on DMB in Korea?
1. Broadcasters
2. Solution Providers
3. Manufacturers, especially phone makers
4. Mobile Operators
Cyberjaya, Malaysia, 29 June – 1 July 2010
Business Model
• Free A/V services
-
A typical Ad based real time free TV service
Unidirectional services
Content
FTA(A/V + AD)
Viewers
Content usage fee
Content Provider
Broadcaster
Advertising fee
Purchase
TV Advertisers
Cyberjaya, Malaysia, 29 June – 1 July 2010
Business Model
• Flat-rate A/V services
-
Monthly Fee / Fee for selected programs
Difficulty in obtaining enough subscribers as a fee-based service
Content
A/V service
Viewers
Content usage fee
Content Provider
Broadcaster
Monthly fee / fee for
selected programs
Advertising fee
Purchase
Satellite DMB
Cyberjaya, Malaysia, 29 June – 1 July 2010
TV Advertisers
Business Model
• Bidirectional service: A/V + BIFS or A/V + data channel
-
Interactive service for viewers to participate in the program
Revenue from content sales, SMS, or data traffic as well as advertising
A/V &
Data service
Content
Viewers
Content usage fee
Content Provider
Broadcaster
Providing data
service info.
MNOs
TV Advertisers
Cyberjaya, Malaysia, 29 June – 1 July 2010
Purchase
How To Improve Revenue
1) Advertising
•
Revenue of 6 T-DMB Broadcasters from TV commercials
Ad.
Revenue
(Unit: US$ 1Mil.)
‘06
‘07
‘08.Q1
‘08.Q2
‘08.Q3
‘08.Q4
‘09.Q1
‘09.Q2
‘09.Q3
‘09.Q4
‘10.Q1
Total
1.7
6.0
2.0
2.2
2.5
2.2
2.0
3.1
3.1
4.3
4.1
33.2
(Source: http://www.kobaco.co.kr/information/db/db_broadcaster.asp)
In spite of continuous growth of TDMB device sales, advertising revenue is limited due to lower ad
rates compared to terrestrial broadcasting
Adjusting Ad rates
(according to Ad effectiveness)
Exclusive Ad agency
for DMB
Developing
DMB-specific ads
(New media vs. Traditional media)
(Location-based, personalized)
Cyberjaya, Malaysia, 29 June – 1 July 2010
How To Improve Revenue
2) New Revenue Streams
 Interactive data service
(Source: Jeff J.W. Kim, SKtelecom, Leading new era of Mobile TV
DMB2.0)
 TPEG
 Relatively reliable source of income
 Enhance local service for small areas  Improve
service attractiveness  Increase terminal penetration
 Introduction of new technology such as AT-DMB
Cyberjaya, Malaysia, 29 June – 1 July 2010
New Technologies
• 3D DMB
– More realistic mobile broadcasting
– Improving Ad effectiveness through 3D effects on specific objects
BIFS based 3D
Cyberjaya, Malaysia, 29 June – 1 July 2010
New Technologies
• Advanced T-DMB
– Advanced T-DMB will provide high quality video(SD) and more channels using
scalable video/audio coding (Double the data efficiency)
– Development of standardization and technology was completed in 2009
– Service Plan: Test service 2011, Trial service in 2012, Commercialization in 2013
Cyberjaya, Malaysia, 29 June – 1 July 2010
New Technologies
• Direction toward convergence of TDMB
– More tightly-coupled broadcasting and communication
BIFS / DMB2.0
Mobile IPTV
Application Layer
IP Layer
MAC Layer
MCM
Physical Layer
MCM: Mobile Convergence Media
Cyberjaya, Malaysia, 29 June – 1 July 2010
Conclusion
Cyberjaya, Malaysia, 29 June – 1 July 2010
Conclusion
• Key factors of T-DMB
Collaboration
between the
players
Coverage
(underground
& in-door)
Various Terminals
Cyberjaya, Malaysia, 29 June – 1 July 2010
Conclusion
• Business Opportunities
Interactive
Service
(BIFS/DMB2.0
)
Additional
Services
Bandwidth
Enhancement
(AT-DMB)
Cyberjaya, Malaysia, 29 June – 1 July 2010
Traffic
Information
(TPEG)
Thank You!