Mobile content: whats in hand

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Mobile contentwhats in hand?

• Mike Chowney
• Technical Director, LSM Ltd

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Introduction to LSM (1/2)

• Small, independent company, est. 2004.
• Creates original comedy content (pictures,
  videos, animations) for mobile phones.
• Specially produced to suit the application
  (screens, bandwidth, users).
• Works directly with content creators to avoid
  complex licensing issues.

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Introduction to LSM (2/2)

• Comic Clips brand
• Content examples

Viralvideo clips
Originalcharacters
Animatedgreetings
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Summary

• The story so far traditional content
• Content delivery billing
• Technical challenges
• Whats hot
• Content in the cabin

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The story so far - applications

• SMS
• Competitions, voting, ticketing
• Interaction with live TV, radio shows
• MMS
• Mobile Internet / WAP
• Video calls
• 3G killer app ...

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The story so far - downloads

• Ring tones
• Nokia, MIDI, real tones, sound effects
• Pictures
• Operator logos, wallpapers, screen savers
• Games - Java / J2ME
• Mobile video
• Java players, native players, video ring tones
• Worth 7billion by 2010 (News International)

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Who downloads content?

• Majority market is Constrained youth
• Have grown up with mobile phones
• Consider mobiles essential
• Limited by budget
• Up to 24 years old
• Significant proportionare female users

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Why download content?

• Customisation / personalisation
• pictures, screensavers, ring tones
• Greetings
• send to a friend
• Kill time / boredom busters
• video
• snacking

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Content delivery - methods

• Send to handset (ring tones, graphics)
• Download from WAP site
• WAP push
• Java download agents
• Download via PC
• Wireless transfer (infrared, Bluetooth)
• Copy onto memory card

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Content delivery - distribution

• Operator portals
• aggregators
• 3rd party sites
• Independent, off-portal sites
• accounts for 70 of sales
• Search discovery

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Billing

• Payment
• e.g. premium SMS, direct billing
• 3rd party billing partners, e.g. Bango
• Content charge
• event-based, subscription
• Data charge
• transparency

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Technical challenges

• Handset capabilities / recognition
• screen sizes
• processor speed
• browser markup interpretation
• Storage capacity
• Data bandwidth

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Mobile data rates
2Mbps
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Digital Rights Management

• Open Mobile Alliance
• open standard
• protect content transmitted in any way
• OMA DRM 1.0
• lightweight forward lock
• OMA DRM 2.0
• more flexible
• progress slowed patent licensing problems

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Digital Rights Management

• Support for OMA appears to be eroding
• Proprietary systems
• Windows Media DRM
• Interoperability important
• Rights issues blocking progress with Hollywood
  content

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Whats hot

• WAP!
• i-mode, WebnWalk (T-Mobile), BBC push
• TV tie-ins, mobisodes
• Me media, e.g. SeeMe TV (3UK)
• Mobile search Google, Microsoft investing
• Gambling
• Mobile TV...

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Mobile TV - delivery 1

• Streaming over 3G data channel
• unlimited channels, existing network
• bandwidth proportional to number of users
• Broadcast technology - digital tuners
• DVB-H, T-DMB, ISDB-T, DAB-IP
• Lower costs but new networks required
• MediaFLO (Qualcomm)
• can be added to existing 3G networks

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Mobile TV - delivery 2

• Analogue tuners (Japan)
• ROK TV
• broadband internet, retransmits locally
• Korean handset manufacturers mostly technology
  agnostic
• Nokia, SonyEricsson, BenQ, Motorola appear to
  favour DVB-H

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Mobile TV - 3G streaming

• More than a dozen commercial mobile TV services
  over 3G in Europe
• Sprint Cingular in US
• Mobi TV (content aggregator)
• 500,000 users _at_ 10-15 per month
• 15 min average viewing time - commuters
• 40 viewing at home - personal space

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Mobile TV - broadcast

• T-DMB launched in Korea 2005
• 600K users, many up to 90mins/day (Informa)
• O2 / Arqiva trial - Oct 05 - Mar 06
• 375 users - Oxford - 16 channels - DVB-H
• extend trial autumn 06, includes interactivity
• BT Movio / Virgin Mobile trial - June 05
• 1000 users - London area - DAB-IP
• commercial launch summer 06

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Mobile TV - next steps

• World Cup 2006
• Germany (5 cities) Italy
• mobile TV downloads worth 300M (Informa)
• Major UK trial later in 2006 to test enhancements
  of DAB
• T-DMB and DAB-IP - cost effective
• DVB-H frequencies may not be available in UK till
  2012

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Mobile TV - predictions

• DataMonitor 70M users within 3 years
• Informa (2006)
• 10 of handset sales (120M phones) have mobile
  broadcast receivers by 2011
• DVB-H will have largest market share (63)
  followed by MediaFLO (12.5)
• Dominated by Japan Korea (DMB) till 2011, when
  US, China, Europe will take over

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Content in the cabin

• Onboard connectivity
• Cells on planes (OnAir GSM)
• Bluetooth
• WiFi on smart phones
• Onboard website
• shopping, information, games, gambling
• Bluestreaming / Bluecasting
• advertisements, special offers

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Content in the cabin

• Downloads
• audio podcasts, video mobisodes, games, city
  guides branded content
• Memory cards, preloaded with content
• Streaming
• audio extra / premium radio channels
• video music videos, sketches, movie trailers

,
movies ??
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Thank you