Mobile TV:Still long way to go

BANGALORE, INDIA: Mobile television (TV) is a service where viewers can view TV on their mobile phones. South Korea was the front-runner in this application. Mobile TV combines the services of a mobile phone with TV content and represents a logical step, both for consumers, operators and content providers. Mobile TV over cellular networks also allows viewers to enjoy personalized, interactive TV with content specifically adapted to the mobile medium.

Functioning

Mobile TV services be provided by two ways—one is through two-way casting and the other is through unicasting. Nokia has conducted several DVB-H mobile TV broadcast pilots, while Samsung used DMB technology for enabling the services earlier in Europe.

The videos transmitted in the mobile from the channel are of two types—one is a streamed content and the other is live. Though all the operators in India claim that they are offering live channel programs, there are few minute lags in receiving the video. It is made possible through the high-speed packet access (HSPA), which is still utilized for pilot programs in the country.

Reliance Communication has been a pioneer in bringing Mobile TV services into the country. Reliance tied up with various TV channels and provided downloading facility in the handsets. According to Krishna Durbha, Head—Sales and Marketing, Applications, Solutions and Content Group, Reliance Communication, "This technology entered some five years ago, and it was very successful as it was widely accepted among the consumers. Without any differentiation from rural or metros, the response was really encouraging."

The presence of market for the TV in handsets has been once again strongly proved after BSNL forayed into the arena. Though various other service providers announced their entry into the forum, BSNL entered the space with huge and attractive introductory offers.

Handsets that offer mobile TV

"Nokia has rolled out N92 and N77 handsets which come with an inbuilt DVB-H antenna. These are optimized for viewing and storing mobile TV content and accessing interactive mobile TV services. There is a project between Nokia and Samsung for developing phones for mobile TV application," said Vineet Taneja, Business Director—Multimedia, Nokia India. Apart from this joint venture, Samsung has rolled out its SCH-U620 model for mobile TV service.

Technology the kingpin

Though both Reliance and BSNL are in the contest, the technology they use is completely different in providing the service of TV in mobile phones. Reliance operates through CDMA where as BSNL is a GSM player.Reliance is also trying to provide services such as video on demand and other services. Whereas the case in BSNL is totally different. Any handset, which has the access to GPRS service and Symbion OS installed, can be used for viewing TV.

Channels available

Reliance mobile TV provides most of the regional and news channels including CNN, NDTV, Aaj Tak, and Times Now. This apart, Reliance has also proposed to bring in Geek TV. BSNL provides channels like NDTV, CNBC, Aaj Tak, Times Now, Zoom, Bindaas, ETV, and TV9, Jaya TV. Any one who holds BSNL connection can avail the service from his respective telecom circle and it would also be provided at the time of national roaming.

Cost angle

The costs for the services are quite high, however it depends on the individual to decide the affordability. Reliance provides 10kb for 10 paise and for viewing 5 minutes one needs to pay Rs 15. There are monthly subscription rates such as Rs 99 pack for all viewing all channels and many plans similar to that. Whereas BSNL offers huge schemes of introductory package by providing services for free of cost in few circles including Chennai.

Other than the charges, one needs to pay for the GPRS connection for availing the service. Usually the charge for one-month subscription for all channels is Rs 150. If one needs to avail the service for a day it is Rs 10.

Is 3G a need?

All these services are run with 2G and 2.5G services. But what will happen when 3G comes into space? According to Durbha, "One cannot expect the TV clarity or liveliness in this space. However, one has to make certain sacrifices to gain few services like TV in mobiles."

According to BSNL resources, there would be a 15 minutes delay in the relay. However, one cannot deny such claims as nothing could be done more with the available resources. Here is where 3G comes into act. With the presence of 3G, one can get a live video with utmost clarity and a very good speed due to the presence of HSPA. The speed can also overtake the broadband, as 14mbps download is possible.

Service provider’s value vs users value

Reliance views the value differently. Durbha said, "The customer finds the more value in this service than the service provider, as he is in desperate need of such services. We are interested in catering to those users."

On the other hand, BSNL take this as one of the value-added service along with the other services it provides. But certain things look fuzzy in terms of policies of service providers. The average revenue per user (ARPU) is under threat for every service provider, as India is the only country which enjoys the lowest call tariffs in the world. When VoIP services and other essential services hasn’t been completely established, the need for TV in mobiles is under little scrutiny.

The entry of other service providers should have been restricted due to this reason or else they would be waiting for 3G services to get established to have a smooth run. However, the current players services cannot be underestimated nor set aside. This move took by Reliance and BSNL have diluted the risks that were prevailing in industry on providing the services, which were dream till some time but now a reality. The moves have been successful. The entry of TV services on mobile lashed the so-called impetuous image prevailed in the Indian telecom industry.

Sound future

"Every visual in the world is getting inbuilt in the mobile and there is a consumer demand for it. The network is evolving and so are the handsets," said Durbha.

"Mobile TV brings true promise in the mobile infotainment arena and provides a whole ecosystem for the broadcasters, operators, advertisers and content providers to work together and create a revenue stream and popularize the mobile platform," said Vineet Taneja of Nokia India

Source: V&D Connect