eMBMS Delivers Mobile Video
To The Mass Audience
Allan Lee
Senior Marketing Expert
Huawei Technologies
20150808
Content
• eMBMS Overview
• Use Cases
2
Mobile Video Traffic Is Growing Fast
Abundant
content
Global Mobile Data Traffic
25
Exabytes/Mon.
Large
screen
and hi res
mobile
devices
Nonvideo
20
15
video
10
70+ %
5
0
2015
Hi Speed,
lo latency
network
2017
2019
Source: Huawei VE Lab 2015
How to improve network efficiency and monetization video in LTE era?
3
eMBMS Enhances Efficiency




eMBMS - evolved Multimedia Broadcast and Multicast Service
Based on LTE (3GPP Rel.9 onwards)
Saves on air interface spectrum resource and network transmission resource
Key Features: bandwidth sharing with existing unicast LTE, MBSFN, SYNC, MooD
Resource
4 x2Mbps=8Mbps
Unicast VS eMBMS
MBSFN
SYNC
MooD
N x2Mbps=2Mbps
（multiuserstoshareonelink）
– Multicast/Broadcast single frequency network
– phase-synchronized network
– Multicast operation on demand
Highly efficient in delivering popular content to mass number of users
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eMBMS Overview
Use existing LTE spectrum: allocated
BW to broadcast as needed
Add 3 new network elements to
existing LTE core network
Spectrum Bandwidth Sharing
Media Platform
MCE
LTE-TDD
0~50
%
Unicast
MBMS-GW
BM-SC
Advertising
Platform
Broadcast
LTE-FDD
EPC
OTT Server
0~60
%
Broadcast bandwidth allocated
according to demand
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•
MCE : Multi-Cell/Multicast Coordination Entity
•
MBMS GW: MBMS Gateway
•
BM-SC : Broadcast-Multicast Service Centre
MBSFN Gain
Unicast transmission
The signal of neighbor cells (P2, P3) and
noise(N) can be interference sources to the
useful signal(P1).
MBSFN transmission
The UE combines signals of neighbor cells
(P2, P3) and serving cell (P1), thus getting a
higher SINR gain compared with unicast.
P1
SINR =
P2+P3+N
P1+P2+P3
SINR =
N
P1
P1
P2
P3
P2
P3
MBSFN: Multimedia Broadcast Multicast Service Single Frequency Network
eNBs in the same MBSFN area need to be phase-synchronized
6
Examples Of Coverage
•Venue-specific broadcast
• sports arena, exhibition grounds
•Regional broadcast
• e.g. campus-wide or city-wide
• local events, news, Live TV, VoD, push service,
education
•Nation-wide broadcast
• Live TV, national news, VoD, push service
• World Cup and Olympic Games
eMBMS enables the operator to control the service area to match audience
7
Flexible Bandwidth Allocation
• bandwidth partitioning needs to be pre-programmed according to time of day
Game Time or
Special
Events
Regular
Hours
Night
Hours
Broadcast
Unicast
50%
50%
Unicast or On-Demand Content
Broadcast
100% for unicast
Unicast
20%
•
Broadcast bandwidth can be flexibly allocated as needed
•
No Impact on unicast capacity at other times
Spectrum bandwidth is only allocated to broadcast as needed
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80%
MooD – Automatic Bandwidth Partitioning Between Unicast & Broadcast
•available in 3GPP Rel.10 onwards
Normalized No. of Subscribers
Popular video
content can be
delivered to a
large number of
users more
efficiently with
broadcast
120%
100%
80%
60%
40%
20%
0%
Personalized
video content can
be delivered to
individual users
with unicast
Optimizes air interface spectrum usage
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“No Edge” User Experience
Multicast Signal
Unicast Signal
MBSFN
Moving to cell
edge
Cell edge
overlap in
MBSFN area
C1
P
C2
C1
Neighboring cell
Signal
strength
Good QoE
Poor QoE
Cell 1
Gain
increase at
cell edge
C1 C2 C3
P
Good QoE
Cell 2
Good QoE
Good QoE
Video Quality
Weak cell edge signal
 Interferences from neighboring cells
 Decreasing bit rate towards cell edge

•
Broadcast
Unicast
Distance from cell centRE
•
•
•
All cells are phase-synced, same content
Signals from all cells can be combined
Reduced interference, more gain, higher SINR
Same bit rate from cell center to cell edge
Enhanced QoE independent of user location
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eMBMSTrials & Commercial Plans
25+ trials globally
Country
Trial
Operator
China
CMCC
China
CTC
Germany
Vodafone
Germany
T-Mobile
Spain
Vodafone
Telecom
Italy
Italia
Philippines Smart
Philippines Globe
Portugal
Meo
UK
EE (with
BBC)
Malaysia
Russia
11
Nondisclosed
MegaFon
Trial
Network
Vendor
Australia
Germany
Trial
Trial Operator Network
Vendor
Telstra
Vodafone
Netherlands
KPN
Country
Poland
Plus/Polkomtel
Singapore
UAE
USA
USA
France
USA
USA
SingTel
Etisalat
AT&T
Verizon
Orange
AT&T
Verizon
RJIL
(unconfirmed)
India
UK
3 UK
(unconfirmed)
South Korea
KT
Germany
Bayerischer
Rundfunk
Already In Service
started in Jan 2014
Commercial Service Planned For 2015
Sample of Huawei Experiences in eMBMS
10+ trials/PoCs globally and more new requests
12
Ecosystem Development
Huawei Partnerships and Contributions
13
Ecosystem is Taking Off
Huawei LTE eMBMS Solution
Mobile
Wide
Coverage
MCE
Cluster
Coverage
Fixed-like
LTE eMBMS Ecosystem is Taking off
Hot Spot
Coverage
MBMSGW
BMSC
IPTV
Platform
Balong 7x0
New Snapdragon
Series since Jan
2014
SQN
3110
ATOM x3C3440
eMBMS Chipsets
OTT
Server
ATOM x3-C3440
Core
Network
eNBs
Push
Server
Hybrid Video
Solution Platform
Huawei Ascend G6,
G620, C8817
Huawei MediaPad
Huawei CPE
Huawei eMBMS Terminals
Unique E2E in industry: chipsets, devices, network & content platforms
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Content
• eMBMS Overview
• Use Cases
15
Innovative Use Cases
2. E-commerce
1. Live
Video
3. Broadcast &
unicast Synergy
Home Screen
In-Video Ad
Add Details
4. PreLoaded
Contents
5. Ad, Sponsored
Data
App Screen
Content Selection
Booking
eMBMS unleashes new business potentials
16
Use Case 1: Venue Casting
For tablets and smartphones
In-video ad menu
(user initiated)
User-selected ad
Online Betting
(user initiated)
User-selected bet
Live event broadcast
– channels only assigned for
event duration
17
Use Case 2: Mobile TV
For tablets and smartphones
News Channel
- Channels assigned for all day
18
Movies Channel
Fashion Channel
In-video ad menu
(user initiated)
User-selected ad
Use Case 3: Pre-Loaded Content
For tablets and smartphones
VoD
Home Menu
- User-selected push time
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Push time selection
- Tariff discounts during network
non-busy hours
Music
Order
confirmation
Use Case 4: Home TV
SD & HD for regular TV
LTE eMBMS
network
TV + STB
Electronic Program
Guide
Shopping Channel
CPE
TV Channels
- Channels assigned during viewing hours
Benefits:
• LTE to reduce last mile costs: lack of access fiber/copper
• TV + MBB + voice services through LTE
• TTM
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Online Betting
Use Case 5: Push Advertisement
Digital
Signage
Advertisements
LTE eMBMS
network
Push
Advertisement
Platform
Video usually pushed
during off-peak hours
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Use Case 6: Connected Cars/Buses
Content
LTE eMBMS
network
STB
TV
eMBMSCapable CPE
IPTV
platform
Internet
WiFi devices
On bus
Bus stop
Trial in China:
• Tourist bus route
• Ad, bus schedule & route info and WiFi access at bus stops
• Mobile TV, advertisements and WiFi access on buses
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Use Case 7: MVNO/Channel Wholesale/Traditional
Broadcasters
MCE
eNB
eNB
MBMSGW
BM-SC
MVNO’s IPTV
Platform
MVNO’s eMBMS
Core Network
MVNO/Broadcasters
• Shares spectrum and eNBs with operator
eNB
• Builds its own eMBMS core network
Operator’s LTE
Core Network
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• Has its own mobile network
• Same use cases as normal operator
Use Case 8: Push-To-Talk
LTE eMBMS
network
Smartphones
with PTT App
24
PTT Server Platform
Use Case 9: Radio Over eMBMS
LTE eMBMS
network
25
Use Case 10: Public Safety
LTE eMBMS
network
Remote Monitoring and
Control Centre, Data
Bases, etc.
26
Business Models
Revenue Sharing
Add
Content
“User”
Pay
Revenue Shared
Use Cases:
•
•
•
•
Hybrid
Sponsored Data
Venue Casting
Mobile TV
Home TV
Connected Cars/Buses
3rd Party Pay
Use Cases:
• Push Ad
• Pre-Loaded Content
• Connected Cars/Buses
• Public Safety
“User”
Pay
Revenue Shared
or 3rd Party Pay
Use Cases:
• All
LTE eMBMS enables endless possibilities in B2C or B2B2C scenarios
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Promising Estimations of New Revenues
Additional broadcast service
revenues as % of total data revenue
+20%
Year 1~5
Live TV
Booked Video
Forward
Newspaper
+ 06%
Datacard Live TV
MiFi Live TV
Backward
Ad/Leased
Total
+ 14%
+ 20%
• Reference: one city in Asia, joint study of case with operator
• LTE adoption similar to 3G curve
eMBMS can improve data revenue by ~20% over 5 years
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Copyright©2015 Huawei Technologies Co., Ltd. All Rights Reserved.
The information in this document may contain predictive statements including, without limitation,
statements regarding the future financial and operating results, future product portfolio, new
technology, etc. There are a number of factors that could cause actual results and developments to
differ materially from those expressed or implied in the predictive statements. Therefore, such
information is provided for reference purpose only and constitutes neither an offer nor an
acceptance. Huawei may change the information at any time without notice.
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