|By Deborah Strickland||
|January 6, 2014 02:31 PM EST||
It’s happening again! The excitement, business cases, discussion on how the technology has matured, lessons learnt from previous such rollouts, etc. Believe it or not, it’s happening all over again. LTE Broadcast TV (a.k.a. eMBMS) is coming to an operator near you, soon.
Back in 2006, when Release-6 of UMTS was released, MBMS (without the leading ‘e’) was being hailed as a great technology that would solve many of the ills that had been plaguing the Mobile TV rollout. For example, the biggest issue was additional spectrum that was required with any of the other Mobile TV Broadcast technology, was not a problem for MBMS. In case of MBMS (Multimedia Broadcast Multicast Service), the spectrum of the UMTS channel (fixed 5MHz) could be dynamically partitioned to serve the regular Voice(CS) + Data(PS) traffic and the broadcast data. None of the other competing broadcast standards then like DVB-H, T-DMB, ISDB-T, CMMB and MediaFLO could offer such an advantage. Another big advantage with having 3GPP cellular broadcast standard (MBMS) in comparison to the competing technologies was that no additional hardware/chipset was required and there was no necessity for additional authentication and security mechanisms.
Even after many such advantages, MBMS never got off the ground. The simplest of explanations revolved around the limitation that UMTS channels bandwidth is fixed to 5MHz, which means only limited number of channels could be supported for Mobile TV transmission. Another reason was that the operators tried to do too much too soon and as a result their business case fell flat. This was a result of using Multicast to sell subscription services to the users who had very little or no experience of watching TV/Video. Let’s look at the broadcast and multicast concept in detail.
Unicast, Broadcast and Multicast
In case of ‘Unicast’, the radio access network (RAN) has to setup a dedicated bearer with the cellular device and then transmit the broadcast video. This would defeat the purpose of broadcast as a dedicated bearer is set up with the device and the device is effectively using the data. This is not a preferred approach and used in extreme cases for the sake of continuity. If only a few users in the cell are watching the mobile TV then there could be a saving of bandwidth by letting each of these users have a unicast connection rather than sending all information using the broadcast. Unicast mode is also known as ‘one-to-one’ or ‘point-to-point’ (ptp) transmission. Normal video streaming (using Youtube, Netflix, etc.) is always using the Unicast mode.
In case of ‘Broadcast’ mode, the transmitted information is available for every device to be able to view. Broadcast mode is also known as ‘one-to-many’ and ‘point-to-multipoint’ (ptm) transmission.
‘Multicast’ mode is a special case of Broadcast mode where the information may be available for all users but could only be decoded / deciphered by a device that belongs to the multicast group. To belong to this group, the user would have to subscribe to the service beforehand by calling the operator or using some online website, etc.
While in case of 3G MBMS, all the three modes were supported, in case of LTE eMBMS (‘e’ stands for evolved), Multicast mode is not supported. To highlight the similarity with 3G MBMS, the abbreviation was not changed to eMBS.
High profile Mobile TV launches in the past
Over the last few years, many big players have tried their hands on Mobile TV. Here is a summary of a few of them:
|MediaFLO: A very ambitious and bold Mobile TV attempt was made by Qualcomm when it launched its services back in June 2009. Initially it was sold by AT&T and Verizon but the users had to pay $15 for subscription per month. This pricing was reduced and there were also other discounts available for users to sign up to the service. Qualcomm also sold a standalone device with subscription and tried to partner for in-car entertainment systems. The main reason for failure was high subscription prices for limited content and lack of smartphone models supporting MediaFLO. We have to remember that this required additional spectrum and hardware (chipset) which meant additional subscription charges. This service was eventually shut down in early 2011.|
|NOTTV: Japan has always been a trendsetter and a leader in technology. No discussion on Mobile TV could be complete without mentioning Japan or their leading operator NTT Docomo. Back in April last year, they announced that they have 680K subscribers to their NOTTV Mobile TV service after a year of launch (though they were expecting atleast 1 million). Each subscriber pays 420JPY (roughly $4/£2.5/€3) per month. One of the ways NOTTV was made appealing to the end subscibers was by providing original content that was only available here and was also archived so playback was possible too. Subscribers can also provide live feedback or answers to what was being shown thereby increasing participation and value over the traditional television.|
|China Mobile TV Service: China Mobile is another operator with clout and loads of subscribers. It has been pushing the Chinese mobile TV standard (CMMB – China multimedia mobile broadcasting), not only in China but in other parts of the world as well. Again, this requires an additional hardware and spectrum for the receivers to be able to receive the content. A report back from 2010 suggested that the number of users of this service were much less than expected and only a few of them were actually paying subscribers. China Mobile Hong Kong launched mobile TV services based on CMMB in Dec. 2011. CMMB based mobile TV is also being launched in Philippines this year.|
Many other operators and other television & media companies have launched mobile TV services based on the streaming (unicast) model discussed above. While this may work in the short term, in the long term this is going to congest the mobile networks thereby impacting the traditional voice and data services. An easy option available with the operators is reduce the priority of the mobile TV data but this would mean the quality of experience (QoE) of the mobile TV subscribers would suffer and they may desert the services.
‘eMBMS’ as the saviour
Back in March last year, a top Verizon executive confirmed that they will be launching Mobile TV based on LTE broadcast technology, eMBMS, sometime in 2014. In June last year, Verizon is reported to have agreed a multiyear $1 billion deal with NFL for the rights to broadcast the games on smartphones. The deal though is only for the smartphones, not for the tablets. My guess is that it’s for any device that has a SIM card in it. eMBMS would make sense for broadcasting content such as live games to a wide audience without overloading the network.
AT&T doesn’t want to be left behind and its building its own eMBMS network on the old MediaFLO spectrum it bought off Qualcomm. In fact, if it reserves an entire 5MHz spectrum available nationally for eMBMS, it can use the alternative eMBMS configuration of 7.5KHz channels (rather than the regular 15Khz channels) which could result in more channels being available and also better performance.
Finally, the Australian operator Telstra recently conducted LTE-Broadcast (eMBMS) trials over its commercial 4G network, broadcasting several sport events and even a file download to several mobile devices over the same wireless transmission. Qualcomm and Ericsson, who partnered Telstra in these trials, believe that they have found the right model to make broadcasting work.
Do users want Mobile TV
The short answer is, of course they do. I remember being told many years back about this survey where the users were asked if they would want TV on their mobile and if they would prefer to pay for that. The answer was a resounding yes. The only problem with that survey was that nobody asked the respondents what they understood by Mobile TV and how much would they prefer to pay. Over the last many years I remember asking people I meet in various works of life the same questions. The most common answers I get are; Mobile TV is like Youtube or iPlayer and the maximum about anyone would prefer to pay is £2($3). I am sure this is not what the operators expect. In fact in this day and age where the Freemium model is being used for Apps and services, are the users not going to expect the same from any Mobile TV offering. Maybe some users wouldn’t mind paying extra in a bundle offering.
The above picture from the Adobe’s digital Index team highlights the important point that users still prefer watching video on tablets, rather than the small smartphone screens.
This picture above from Business Insider article early last year highlights the difference in viewing habits with smartphone and other kind of devices. Frankly, I am surprised by the number of users on the smartphone watching video longer than 10 minutes.
Another piece of statistics from an eMarketer article, also from early last year, shows that the top three kinds of content for both smartphones and tablet users were movies, user-generated content (such as YouTube videos) and TV shows. But the difference lies in emphasis: Tablet viewers were much more likely than mobile phone viewers to prefer feature-length movies and TV shows. Mobile phone viewers were more likely to watch user-generated content.
It is important to highlight that the span of attention and the patience required watching lengthy content on smartphone is a tricky job. Mobile TV is exactly what smartphone users don’t want.
There’s still hope for eMBMS and Mobile TV
I have tried my best to reason why Mobile TV on smartphone may be difficult to succeed. Tablets are becoming increasingly the main means of watching lengthy videos but most of them are Wi-Fi only. Two simple ways in which Mobile TV uptake may get a boost would be to have unique content, tailored for smaller screens and to have similar content being broadcasted on other connected devices like tablets, regardless of whether they are Wi-Fi only or support cellular access. Without allowing these alternative devices to receive Mobile TV, eMBMS may suffer the same fate as those of MBMS and MediaFLO.
About the Author
Read other blog posts by Zahid Ghadialy here
Follow Zahid on Twitter @zahidtg
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Nov. 27, 2014 04:00 PM EST Reads: 1,267
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
Nov. 27, 2014 04:00 PM EST Reads: 1,618
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
Nov. 27, 2014 03:00 PM EST Reads: 1,280
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Nov. 27, 2014 03:00 PM EST Reads: 968
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example t...
Nov. 27, 2014 03:00 PM EST Reads: 1,451
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
Nov. 27, 2014 01:00 PM EST Reads: 1,650
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
Nov. 27, 2014 11:00 AM EST Reads: 1,263
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
Nov. 27, 2014 10:00 AM EST Reads: 1,214
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people's real needs and desires.
Nov. 27, 2014 08:00 AM EST Reads: 1,219
Enthusiasm for the Internet of Things has reached an all-time high. In 2013 alone, venture capitalists spent more than $1 billion dollars investing in the IoT space. With "smart" appliances and devices, IoT covers wearable smart devices, cloud services to hardware companies. Nest, a Google company, detects temperatures inside homes and automatically adjusts it by tracking its user's habit. These technologies are quickly developing and with it come challenges such as bridging infrastructure gaps, abiding by privacy concerns and making the concept a reality. These challenges can't be addressed w...
Nov. 27, 2014 07:45 AM EST Reads: 1,502
The Domain Name Service (DNS) is one of the most important components in networking infrastructure, enabling users and services to access applications by translating URLs (names) into IP addresses (numbers). Because every icon and URL and all embedded content on a website requires a DNS lookup loading complex sites necessitates hundreds of DNS queries. In addition, as more internet-enabled ‘Things' get connected, people will rely on DNS to name and find their fridges, toasters and toilets. According to a recent IDG Research Services Survey this rate of traffic will only grow. What's driving t...
Nov. 27, 2014 07:00 AM EST Reads: 1,477
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
Nov. 27, 2014 06:45 AM EST Reads: 1,307
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
Nov. 27, 2014 06:45 AM EST Reads: 1,367
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) i...
Nov. 27, 2014 04:00 AM EST Reads: 1,207
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 27, 2014 04:00 AM EST Reads: 1,159
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Nov. 26, 2014 02:00 PM EST Reads: 1,605
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
Nov. 24, 2014 07:00 PM EST Reads: 1,714
Bit6 today issued a challenge to the technology community implementing Web Real Time Communication (WebRTC). To leap beyond WebRTC’s significant limitations and fully leverage its underlying value to accelerate innovation, application developers need to consider the entire communications ecosystem.
Nov. 24, 2014 12:00 PM EST Reads: 1,613
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from hardware to software, or as we like to say, it’s an Internet of many different things. The difference ...
Nov. 24, 2014 11:00 AM EST Reads: 1,737
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
Nov. 24, 2014 09:00 AM EST Reads: 1,775