Dr. Richard Paik, Director 27 November 2007

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1 Dr. Richard Paik, Director 27 November 2007
차세대 방송통신 융합기술 발전 전망 Dr. Richard Paik, Director 27 November 2007

2 Contents 차세대 방송통신 융합서비스 발전 전망 차세대 방송통신 융합기술 발전 전망 맺음말

3 Contents 차세대 방송통신 융합서비스 발전 전망 차세대 방송통신 융합기술 발전 전망 맺음말

4 User Acceptance Yesterday (1950s–1980s)

5 User Acceptance Today? E-mail Radio Pod Casting W-Lan Terrestrial TV
Mobile Video Telemarketing Satellite TV UMTS Cable TV Internet ADSL Downloads

6 What do we need to know? Typical Question: “What service is the user ready to pay for?” The Correct Question: “What service is the user willing to consume?” Allowed Side Question: (Is there a chance he might pay something for the service?) “…… 그러나 오늘날 시장은 정보통신과 기술의 발달로 더 이상 제품의 기능적 속성에서 차별화를 지속적으로 유지하기 어렵게 되었다. 이런 현상은 사회적 변화와 더불어 점차 소비자들을 감성적으로 변화시키고 있다……” (니콜라 게겐)

7 What does the consumer want ?
Communication Video Audio Data Office Home “On the go” What? Where? How? Easy to use Good quality Reliable Easy to access, store, copy Live Available when needed Low number of devices e.g. one Smart phone for DMB, DVB-H, GSM)

8 Cellular Phone for Silver Generation
Jitterbug

9 Trends of Convergence and Service
Europe + US + Japan by Revenue Factors of Service Improvements Quality, Value and Convenience 2002 Fixed Mobile Substitution Cellular Media 2006e Fixed Cable BB/voice Cellular Media 2010e Fixed Mobile Media Cellular Four-play [Reference : HSBC Estimates, Feb. 2006]

10 Convergence of Comm. & Broadcast (1)
IP backbone Billing VHE Signalling Gateway WAP Accounting UMTS Broadcast Networks (DAB/DMB, DVB-{T,H}) Satellite FES GSM / GPRS Context-aware information Centre IP-based micro-mobility Wireless LANs ISP SIP Proxy Server Boundary of DxB The Internet

11 Convergence of Comm. & Broadcast (2)
DAB UMTS 3.5/4G DVB Radio DMB MOT DxB Files IP MBMS - H TV Convergence of Broadcast and Communication IPDC: CBMS Multimedia for Mobile * UMTS : Universal Mobile Telecommunications System * MBMS : Multimedia Broadcast Multicast Service * CBMS : Convergence of Broadcast and Mobile Services * IPDC : IP DataCast * MOT : Multimedia Object Protocol eDAB

12 Cost and Usage for Mobile Broadcasting
Cost per Capacity

13 Convergence of Comm. & Broadcast (3)
Whether is there any benefits or not ? For Broadcaster Increase # of Viewers T-Commerce Pay web site For Telecom Company Increase ARPU New revenue Attractive function for subscribers Manufacture Boost sales New Biz opportunity

14 Contents 차세대 방송통신 융합서비스 발전 전망 차세대 방송통신 융합기술 발전 전망 맺음말 www.keti.re.kr
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15 Communication Services
What do consumers want? What? Where? How? Communication Services & Multimedia Contents Anywhere & On-the-go Simple Accessible Reliable + = TV (Audio Visual Content) Mobile Phone (Mobile Communication) Mobile TV

16 Subscribers of Mobile TV
[Reference : Northern Sky Research, Mobile TV 2006, Feb. 2006]

17 Shipment Forecast of Mobile TV
[Reference : IITA Weekly Technology Trend, Vol 1289, Mar. 2007]

18 Benefits of Mobile TV New business opportunities New jobs
New consumer services Increase in global competitiveness

19 Why Mobile TV, NOW? “Introduction and take-up of Mobile TV services in the EU so far have been slow… Europe risks losing its competitive edge in mobile services and missing a major opportunity for growth and innovation…” - Viviane Reding, European Union (EU) Telecoms Commissioner Indonesia added more than 23 million new mobile customers in 2006, showing a 38.6% increase - World 5th in Emerging Mobile Growth Markets - Nicole Willing, Light Reading

20 Factors for Growth of Mobile TV
Increasing rollout of high speed wireless network Increasing availability of various contents Decreasing prices of mobile TV enabled handset Enabling a range of new biz-models for both live and on-demand video contents to both mobile carrier and content provider

21 Success Factors for Mobile TV Backup
Available frequency spectrum Both private and public broadcasters on board Advantages for end-user Advantages for operator Reliable service with sufficient coverage Affordable receivers in sufficient quantity Symbiosis with other Standards ! Attractive Content ! Clever Marketing & Promotion ! The system with the best combination of this success factors will win ! [Reference : B. Baumgartner, KES2005 DxB International Seminar]

22 Issues for Mobile TV Growth
Technical Views Wireless Communication Network Capacity Standards and Compatibility Battery Life / Spectrum Quality of Multimedia Contents Business Views Availability and Price of Device Business Plan / Cost of Network Maintenance Building the Customer Base Contents Rights Competition from Alternative Technologies Service Availability and Marketing Support [Reference : Northern Sky Research, Mobile TV 2006, Feb. 2006]

23 Technologies for Broadcast Mobile TV
Terrestrial/Satellite Boradcast Mobile Telcom T-DMB (COFDM) UMTS (MBMS) DVB-H (COFDM) Media FLO (COFDM) S-DMB (CDM) HSDPA (WCDMA) DVB-H+ (COFDM) ISDB-T (BST-OFDM) WiBro (COFDM) S-TiMi (TDS-OFDM)

24 Deployment of Broadcast Mobile TV
No technology is yet a leadership position because there are clearly advantages and disadvantages to each one Region Primary Secondary Europe DVB-H T-DMB and MediaFLO North America MediaFLO DVB-H and T-DMB/S-DMB Asia Pacifice DMB and 3G/3.5G; except Japan(ISDB-T) DVB-H and MediaFLO [Reference : Northern Sky Research, Mobile TV 2006, Feb. 2006]

25 Adoption of Broadcast Mobile TV
구분 규격 2006년까지 실용화된 2007년 실용화 예정 2007년 이후 ISDB-T MediaFLO DMB-T/H CMMB DVB-H T-DMB S-DMB 방송파 종류 지상 위성/지상 위성 도입지역 일본 - 이탈리아, 핀란드 한국, 중국, 독일 한국, 일본 도입 예정지역 브라질, 남미 북미, 일본, 영국 중국 유럽, 북미, 중국, 인도, 중동, 아프리카, 오세 아니아, 동남아시아 등 프랑스, 영국, 인도 등 서비스 형태 무료 유료 한국만 무료 [Reference : IITA 주간기술동향, 통권 1289호, 2007년 3월]

26 Mobile Users Demands and Features
From 3G Handsets Point of View [Reference : Dr. Jinsung Choi, iMobicon 2006]

27 Service Plan of 3G Providers (1)
Mobile Broadcasting [Reference : Dr. Jinsung Choi, iMobicon 2006]

28 Service Plan of 3G Providers (2)
Game [Reference : Dr. Jinsung Choi, iMobicon 2006]

29 Service Plan of 3G Providers (3)
RFID/NFC UWB [Reference : Dr. Jinsung Choi, iMobicon 2006]

30 Contents 차세대 방송통신 융합서비스 발전 전망 차세대 방송통신 융합기술 발전 전망 맺음말 www.keti.re.kr
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31 Convergence Trend of Mobile TV Service
(한국, 독일) FLO Module (RF + Baseband) ISDB-T (일본, 브라질) ISDB-T Module (RF + Baseband) A/V Decoder and Middleware Interface (미국, 일본) DVB-H Module (RF + Baseband) DVB-H (유럽, 미국) DAB Module (RF + Baseband) Require different System DeMux and Lib Sync

32 Hierarchical Layers for 4G
Global layer National layer Local area layer Wireless LANs DAB and DVB-T 2G, 3G Cellular Personal network layer Satellite Regional layer Wireless PANs Horizontal Handover IP-based backbone Vertical Handover

33 Mobile TV Network Architecture (1)
Separate Networks Broadcast TV Service Center Broadcaster Mobile Carrier Core Network Base Station Terrestrial/Satellite Transmitter DMB 2G/3G Dual-Band/ Dual-Mode TV Broadcast 2G/3G Services Contents Advantages for MC Disadvantages for MC Available now Two networks No consumer interaction No control over content Loss of revenue for mobile operator

34 Mobile TV Network Architecture (2)
Shared Networks (Present) Broadcast TV Service Center Broadcaster Mobile Carrier Core Network Base Station Terrestrial/Satellite Transmitter DMB 2G/3G Dual-Band/ Dual-Mode TV Broadcast Unicast Streams 2G/3G Services Control Signaling Contents Advantages for MC Disadvantages for MC Available now Interactive service for user Two networks Limited spectrum Limited control over content Loss of revenue for mobile operator

35 Mobile TV Network Architecture (3)
Integrated Network Broadcast TV Service Center Mobile Carrier Core Network Base Station Terrestrial Transmitter DMB 2G/3G Dual-Band/ Dual-Mode TV Broadcast Unicast Streams 2G/3G Services Control Signaling Advantages for MC Disadvantages for MC Control over content Increase in revenue for mobile operator Separate transmitters Limited spectrum

36 Mobile TV Network Architecture (4)
Single Network Mobile Carrier Core Network Base Station 3G 3G Handset Mobile TV Service Center TV Broadcast Unicast Streams 2G/3G Services Control Signaling Contents Advantages for MC Disadvantages for MC Reuse existing network Common spectrum Full control over content Requires broadcast/multicast capability (Not a disadvantage anymore if technology overcomes it)

37 Concluding Remarks (1) The key to success among technologies
Easy to use multi-standard receivers and terminal equipment is the key to success ! Graphic: BMT webpage – R. Biehm [Reference : B. Baumgartner, KES2005 DxB International Seminar]

38 Concluding Remarks (2) Multimedia Products for Mobile
PMP(Portable Multimedia Player) in Itself Mobile Broadcasting Receiver Next Wireless Comm. Terminal Entertainment Service Device (PSP, Engage, etc) Products of Home Networking Wireless/Wired Communication System Centralized Powerful Platform System Converged Digital Appliance System Reasonably Priced Digital Consumer System

39 Concluding Remarks (3) Positioning of Your Company
What is your main business ? Chip, Module, SI(System Integration), Carrier…… What core technologies do you possess? Chip Design, Hardware, Software, SI, IPR, …… Are you taking emerging technologies into account ? 3.5G/4G, UWB, Zigbee/Wireless USB/HDMI, …… DAB(DMB)/DRM, DVB-T/H, ISDB-T, IBOC, DMB-TH, CMMB, XM, ……

40 Concluding Remarks (4) Upcoming issues Who will win in the end ?
Positioning HSDPA, S-DMB, T-DMB, Portable Internet, ……. Promotion/Value Chain Complementarity or Competition for Convergence Interoperable Receiver or Terminal Antenna/Display/Battery Life/Size Harmfulness to Human Body ? Pb-Free (chip, module, system, ……) Who will win in the end ? In the end the system with the BEST MIX of technical performance, attractive content and clever marketing will win the most customers !

41 Near Future…… Convergence of MultiFunction and MultiSystem Digital TV
Mobile TV Digital Radio Wireless Comm. Convergence of MultiFunction and MultiSystem

42 “…… 지금 순조롭게 진행되고 있는 일은 전부 오늘 중에 처리해 버리지 않는 것이다.
내일을 위해 조금 남겨두는 방법이다. 그것에 몰두함으로서 의욕이 솟구칠 수 있는 일의 일부를 내일 아침을 위해 일부러 남겨두자는 뜻이다. 그렇게 함으로서 당연한 이야기 같지만 내일의 스타트도 순조로울 수 있기 때문이다……” (윌슨 프로랜스) Tel