Staff Training

1
Mobile Media Overview
2
Mobile DTV Alliance

• Committed to the adoption of open-based DVB-H
  standards in North America.
  
• Most recent members
• ATT
• Disney/ABC
• LG Electronics
• Board includes
• Intel
• Microsoft
• Nokia
• Texas Instruments
• Modeo
• Hiwire
• Disney
• Dinner this evening at Benihana at the Las Vegas
  Hilton

3
Hiwire Overview

• Largest owner of 700 MHz spectrum in the US
• Offer consumers the most programming choices due
  to large spectrum capacity
  
• Launching the Largest lineup of mobile broadcast
  TV ever offered to consumers anywhere around the
  globe
  
• 24 channels of programming offered to consumers
  in Las Vegas
  
• Fully operational LG cell phone working on the
  T-Mobile Network
  
• combining DVD-quality running at 30 frames per
  second
  

4
Different Wireless Platforms offer different
Mobile TV experience

• Unicast
• Low Data Frame rates not smooth, normal TV as
  seen in the home
  
• Broadcast or Multicast
• High Data Full Frame rates DVD-Quality ,
  similar to TV quality as seen in the home
  

5
Putting Consumers and Mobile TV into Perspective

• What does the consumer want?
• How high-speed broadcast delivery of mobile TV
  addresses significant consumer and operator
  issues
  

6
How do Consumers Feel about Unicast Mobile TV?

• Mobile TV services feel complicated and
  expensive to most consumers
  
• Consumer Research shows that
• Strong preference for streaming video as compared
  to downloading video clips
  
• Majority of users want to select channels from a
  guide, not folders

Compete Research Report
Source Compete Research Report Telephia, Inc
7

• Consumer Myth 1
• low data rates and frame rates are acceptable to
  consumers when viewing television on a small
  screen
  

8
Consumers want Quality TV! Unicast Subscribers
Dissatisfied with Poor Video Performance
Reasons for Dissatisfaction
Source Telephia, Inc
9

• Consumer Myth 2
• consumers mostly want to see short-form
  programming on their cell phone

10
US Consumers want long-form TV Programs
Channels, not Clip-casts
Source LG electronics Korean consumer findings
11

• Industry Myth 3
• Unicast networks were built to deliver mobile TV
  content and can meet consumer demands

12
Unicast Network economics, not consumer
preferences, drive programming selection
limiting consumer growth and satisfaction
2 min 128 Kbps video
0.06
13
For every 1 MM carrier minutes used, most TV and
videos loose money
14
Unicast Networks Suppress Value of TV Services
for Consumers

• Mobile video subscribers want high quality
• streaming television at an affordable price

- Unicast network requirements force consumers to
buy-through data packages to get desired strea
ming television content
19.95Data package
29.90Bundled Price
9.95Streaming TV

15
Thank You

• Scott Wills
• President COO
• Hiwire
• scott_at_hiwire.net
• 650-428-1054