Prime time for cell-evision - Mobile TV@vantage S
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Prime time for cell-evision Mobile TV@vantage www.siemens.com/mn S
New streaming TV service,
new revenue streams
MNOs have been busy planning, building and extending powerful high-speed
mobile data networks. Now they are seeking opportunities to capitalize on their
investments. The most promising prospect is looming large on the horizon –
Mobile TV. And Siemens has the solution MNOs need to satisfy the demand for
this eagerly awaited service: Mobile TV@vantage.
Mobile TV – the MNO’s ARPU multiplier Personalized for profits
Missed the bus; the plane is running late; This new solution puts into the hands of
stuck in traffic. How many times a day do operators special tools that let them pack-
we have idle time on our hands? But will age programming for specific target groups
we really reach for our mobile phones to and their preferred viewing times.
watch TV in these scenarios? Definitely, as
Interactive features enabling surveys,
surveys attest. Anticipation is high; con-
sweepstakes, shopping offerings, and the
sumers are eagerly awaiting TV-to-handset
like are readily implemented, and custom-
delivery, and they are willing to pay for it.
ers can personalize programming to suit
The trinity of TV screens in consumers’ lives
their tastes. These services are easily cus-
will soon be complete with the home TV,
tomized, for example, to cater to users in-
the PC and – the cell phone. And the best
terested in certain sports.
news for MNOs is that demand promises
to rival the markets for other data services
such as ring-tones and SMS.
Making TV mobile
The Media Delivery Solution enables both
Enabling users to surf on any turf
live streaming and video on demand, that
Enterprising mobile network operators is, live television and radio as well as spe-
(MNOs) are keen to seize new opportunities cially prepared video streams. Images are
for growth in the fiercely contested wireless delivered directly to the display with virtu-
communications arena. The service deemed ally zero latency. Unlike all other streaming
to have the greatest ARPU potential is TV solutions currently available on the market,
streaming, and Siemens has turned up the the Siemens Media Delivery Solution allows
technology required to make this service users to switch channels in seconds at the
a viable venture. The Media Delivery Solu- push of a button. Much like a DVD player,
tion with the new Mobile TV Streaming the streaming technology boasts advanced
functionality enables users to surf TV control functions.
channels on the go as easily as they zap
through stations via the remote at home.
Streaming is just one side of the TV-on-the- Pushing the envelope
go coin. DVB-H (Digital Video Broadcast
The introduction of HSDPA (High-Speed
Handheld) enables even more efficient mass
Downlink Packet Access), will multiply UMTS
distribution of video. The Siemens platform
networks’ capacity. The next rung up
embraces both streaming and DVB-H be-
mobile TV’s evolutionary ladder is MBMS
cause the two are complementary. A DVB-H
(Multimedia Broadcast Multicast Service).
quick-launch system is already available
Siemens will offer this solution to satisfy
enabling MNOs to conduct painless trials
growing demand for mobile TV streaming
to ascertain consumers’ acceptance of mo-
services and drive down transport costs.
bile TV. Once the full-fledged solution is
MBMS is endowed with localized multicast
up and running, operators can schedule
capability. This impressive feature allows
broadcasts and distribute the data stream
events such as a ball game to be broad-
to many users at once.
cast to a multitude of users in one cell
simultaneously as well as dedicated adver-
The best of both worlds tisements. Transport is optimized, thereby
reducing costs and boosting capacity. To
Siemens’ decision to endow the Mobile
cater to stadium spectators, the multicast
TV@vantage platform with both DVB-H
can cover precisely the area and cell en-
and streaming capability will benefit both
compassing the ball game’s venue.
operators and users. MNOs enjoy the
peace of mind that comes with knowing
their investment is future-proof; consum-
ers enjoy the freedom of watching broad-
casts at specific times or on demand.Every mobile TV solution described above In addition, DVB-H enables operators and
is designed specifically to satisfy different providers to address as many users as they
demands and enable different usage scenar- wish throughout the network via more than
ios. And they all complement each other! 30 different channels.
Mix and match for the perfect Attractive and interactive
marketing medley
In every use case and broadcast scenario,
Mobile TV streaming is the first choice for interactive features are delivered to the
serving very few users in a single cell, user across the mobile network. He can
particularly if they want to view different participate in lotteries, request detailed
contents. Among all the service options, information, vote in polls, get connected
streaming is the king of the personalization directly to a show, order the current music
hill. Every user gets the content that inter- video’s attendant CD, or download the
ests him most – whenever and wherever song directly. This affords the operator
he wants. a range of marketing opportunities and
additional revenue flows.
The more users seeking to see the same
content in a cell, the greater the advanta-
ges of MBMS’ optimized transport: It af-
fords a continuous TV experience tailored
for multi-user groups, over a limited number
of channels (two to five). And it comple-
ments the personalized service delivery
option described above.
Mobile TV@vantage
Mobile TV streaming Multimedia Broadcast Digital Video Broadcast
Multicast Service (MBMS) for Handhelds (DVB-H)
Point to Point Point to Multipoint Broadcast
Unicast live streaming and video Improved scalability of existing GPRS and Tailored to limitations of mobile devices
on demand via GPRS and UMTS UMTS media delivery at lower costs (e.g. power consumption and resolution)
Interactivity,
personalization
and charging via
Cellular network Cellular network cellular network
Broadcast network
The cellular network is essential in each scenario to offer interactivity, personalization and charging
Unicast Broadcast / Multicast Broadcast
Addressing the masses
Addressing the individualmany
users
DVB-H Mobile TV
Streaming
w. MBMS
standard individual
service service
Mobile TV
Streaming
w. HSDPA
Mobile TV
Streaming
few
users
Siemens – the first-choice in mobile TV And we are spearheading the DVB-H-drive.
Today we are already able to offer a quick-
Customers who opt for the Siemens Mobile
launch system for DVB-H. Beyond that, we
TV@vantage solution can start capitaliz-
are the first and currently only end-to-end
ing on tomorrow’s mobile TV today. Ope-
solution provider to support H.264 along-
rators are able to grow their offering to
side the DVB-H standard.
meet growing demand and respond to
market trends because our product road- H.264 is the state-of-the-art video com-
map is geared to accommodate these de- pression algorithm offering the best rela-
velopments and integrate them into the tionship between quality and bandwidth.
solution. What’s more, Siemens is no. 1
in streaming solutions.
Get the Siemens engineering advantage!
Siemens has charted a clear evolutionary
Mobile TV is a golden business opportunity
path embracing complementary solutions
for MNOs and broadcasters. To make the
ranging from a personalized motion picture
most of it, you need a partner who can pro-
offering (mobile TV streaming) to service
vide vital interactive capability. A partner
provision for all via mobile TV broadcasts
who understands that mobile TV streaming
(DVB-H).
and broadcast are complementary, and
When it comes to mobile TV streaming, we has the technology to make both work for
offer the tremendous advantage of speed. you. A partner who is deeply committed
Our channel-switching solution boasts the to evolving media delivery towards broad-
fastest switching times in the business. cast and MBMS. A partner who can help
This puts us a step ahead of the competi- you begin shaping tomorrow’s mobile TV
tion, as customers attest: The first mobile market today. You have found this partner
channel centric streaming solution: TV in Siemens.
experience with control functions (pause,
jump to start).Abbreviations
ARPU Average Revenue Per User
DVB-H Digital Video Broadcast
Handheld
DVD Digital Versatile Disc
GPRS General Packet Radio Service
HSDPA High-Speed Downlink Packet
Access
MBMS Multimedia Broadcast
Multicast Service
MNO Mobile Network Operator
SMS Short Message Service
UMTS Universal Mobile
Telecommunications System
Your success is the focus of everything As a leading provider of communication © Siemens AG 2006
we do at Siemens Communications. We solutions for mobile, fixed and enterprise Communications
work together with you to develop power- networks worldwide, we constantly strive Mobile Networks
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ful communication solutions that help you to make communication easier and more
D-81541 Munich
achieve your business goals. Take advan- efficient. Thus we are setting the trends
tage of our proven experience, innovation for a communication environment that Order No. A50001-N3-P150-2-7600
power and implementation skills, in all key fosters your success – today and in the The information provided in this
areas of voice and data communication. future. brochure contains merely general
descriptions or characteristics of per-
www.siemens.com/communications formance which in case of actual use
do not always apply as described or
which may change as a result of
further development of the products.
An obligation to provide the respec-
tive characteristics shall only exist if
expressly agreed in the terms of
contract. Availability and technical
specifications are subject to change
without notice. The trademarks
used are owned by Siemens AG or
their respective owners.
Printed in Germany
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