CAT Confidential Documents
ITE Tech Inc.Allen Lu
May, 2010
Mobile TV Introduction and Evolution
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Agenda
What is Mobile TV
Mobile TV Standards
Mobile TV Cases
Mobile TV Evolution
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What is Mobile TV (行動電視 )Mobile Device
Stand-alone device:
pocket TV, portable TV, and car TV
Integrated device:
PND,
ipod/ipad/hp-slate
Cell phone
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What is Mobile TV (continued)
Content / service Audio/video: Real time news, sports, TV programs
Data: weather,
traffic,
local information
Service: m-voting,
m-shopping
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What is Mobile TV (continued)
Distribution wireless network Terrestrial broadcasting network
3G/4G cellular network
Satellite
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World-Wide Digital Terrestrial TV Standard
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World-Wide Mobile TV Standards
•T-DMB : Terrestrial DMB
•DVB-H : Digital Video Broadcasting – Handheld
•DVB-T: Digital Video Broadcasting – Terrestrial
•ISDB-T 1-seg : Integrated Service Digital Broadcasting – Terrestrial One Segment
•MediaFLO : Media Forward Link Only
•ATSC-M/H : Advanced Television Systems Committee (Mobile/Handheld)
2005200520052005
2006200620062006
2007200720072007
2008200820082008
EuropeEuropeEuropeEuropeChinaChinaChinaChina
AustraliaAustraliaAustraliaAustralia
USAUSAUSAUSAJapanJapanJapanJapan
T-DMBT-DMBT-DMBT-DMB
Media-FLOMedia-FLOATSC-M/HATSC-M/HMedia-FLOMedia-FLOATSC-M/HATSC-M/H
DVB-DVB-T & DVB-HT & DVB-HDVB-DVB-T & DVB-HT & DVB-H
CMMBCMMBCMMBCMMB
DVB-HDVB-HDVB-HDVB-H
ISDB-TISDB-T 1-seg1-segISDB-TISDB-T 1-seg1-segKoreaKoreaKoreaKorea
ISDB-TISDB-T 1-seg1-segISDB-TISDB-T 1-seg1-seg
BrazilBrazilBrazilBrazil
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Mobile TV Successful Stories
Case A: ISDB-T mobile TV in JapanCommercial in Apr. 2006, ISDB-T provides free to air video and
data services. It has a good reception quality and national-wide coverage. More than 80% cell phone include mobile phone (20M/year) in 2009.
Case B: Analog mobile TV in emerging countriesUse existing analog broadcasting infrastructure, it provides free
analog TV program and few channels. Analog mobile TV offers poor to fair reception quality. It has a reasonably well outdoor coverage in China, India, South American, south-east Asia. Estimated analog mobile TV is about 20M/year in 2009.
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And More Cases
Case C: DVB-H mobile TV in Europe
Commercial in 2006 World Cup in Italy and became de facto mobile TV standard in
Europe. DVB-H provides paid program ($10/month) and data service among 10-15
channels. It has a good reception quality but limited city coverage. It has less than
3M subscribers and turn to DVB-T mobile TV in 2010.
Case D: CMMB mobile TV in China
Commercial after 2008 Olympic. CMMB provides paid program (RMB$6/month) an
d data service among 10-15 channels. It has a good reception quality and national-
wide city coverage. CMMB slowed down after becomes paid service in 2009. It gai
ns momentum after bundling with 中國移動 3G service and billing in 2010.
• There is a mobile TV market • Free is crucial• Good coverage is crucial• Content and number of channels are not critical
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Evolution of Mobile TV
Stage 1 Stage 2 Stage 3
Feature Living room TV on a small screen
Entertainment and information source
integrated content, information, and service (電視，電信， Internet 三網合一 )
Market Niche market and early adopter; nice to have
mainstream user; useful to have
Ubiquitous; cannot live with it
Standard Analog mobile TV, DVB-T
ISDB-T, CMMB DVB-H like, IP based mobile TV standard
Free Free/Paid Paid
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