Pre-Conference Workshop - 12th June 2006 Mobile TV & DVB-H: An Introduction & Forecasts

Business Model Analysis, Mobile TV Handset Sales and User Forecasts for DVB-H, other Broadcast and Cellular Network Technologies

This workshop, led by Informa Telecoms & Media's experts David McQueen and Mark Burk (the authors of the Mobile TV report) will introduce you to the market and through a truly interactive format discuss issues you are facing in your companies every day. Each session will give you the chance to enhance your understanding and discuss the issues most important to you in at least 30 minutes of interactive discussion.

Why should you attend?

• Gain an understanding of mobile TV market trends, developments and issues - specifically regarding DVB-H - including network, regulatory, device and content issues
• Understand the market opportunity with Informa's forecasts through to 2010
• Unravel complex business models
• Learn the relative strengths and weaknesses of the current mobile broadcasting technologies available - comparisons with cellular network offerings, including associated business cases for delivering content to consumers
• Find out what the issues are surrounding the implementation of mobile TV services and the associated business models
• Investigate consumer usage behaviour and content genre types
• Benefit from interactive discussion sessions with your peer group and the Informa Telecoms & Media handset experts

About the Presenters

David McQueen is a Principal Analyst with Informa Telecoms & Media (formally ARC Group) and is lead author of the Mobile TV: Broadcast and Mobile Multimedia report and the flagship Future Mobile Handsets report. David holds a Masters Degree in Marketing and an Honours Degree in Econometrics and Mathematical Economics.

Mark Burk is a Research Analyst with Informa Telecoms & Media and has contributed to projects such as the Ultra Low Cost strategy report. He has conducted research on topics including Mobile TV, multimedia handsets, mobile OSs and fixed mobile convergence. He holds an honours degree in Philosophy and Economics from the London School of Economics and Political Science.

08:30 Registration

09:00 Broadcast TV Market Overview

• Welcome and an Introduction to the day
• Overview of broadcast TV market, business models systems and standards
• Assessment of current digital TV business models
• Informa Telecoms & Media Forecasts (International and Regional)

10:45 DVB-H, Competitor Broadcast networks and the Mobile TV Business Case

• In-depth Analysis of the DVB-H solution
• Analysis of mobile broadcast network standards available worldwide, including DMB, ISDB-T, MBMS and MediaFLO
• Business models in the broadcast mobile TV industry and the value chain
• Assessment of potential payment models and mechanisms
• Spectrum allocation, Regulatory issues, including DRM

12:30 Networking Lunch

14:00 Mobile TV Devices and Content

• Technology requirements and costs of integrating broadcast technology into the mobile handset
• Analysis of current DVB-H and other Mobile TV handsets, vendor support and device roadmaps
• Broadcast TV handset sales forecasts by region and technology, 2005-2010
• Analysis of consumption patterns, mobile TV user experience and usability
• Broadcast mobile TV user forecasts to 2010, by region and technology

15:45 Scenario Analysis and Future Outlook

• Scenarios to disrupt the fate of the mobile TV market
• Roadmap for DVB-H deployments
• Impact of a broadcast network return channel
• The introduction of next generation mobile networks
• Potential of other disruptive network technologies

16:30 Networking Drinks

Conference Day One - 13th June 2006 Demonstrating the Business Case for DVB-H

08:30 Registration

Chair: Mike Short, Chairman, MDA & Vice President, O2 Group Technology

09:00 A chance to get to know your peers before the start of the conference

OVERCOMING BARRIERS TO SUCCESSFUL COMMERCIAL LAUNCHES

09:15 Getting Ready in Time for the World Cup - The First Commercial Service Deployment of DVB-H

OPERATOR

• Network and service deployment challenges
• Producing content that attracts the mass market
• 3 Italia’s DVB-H terminals and the user experience

Andrea Braj, DVB-H Marketing, 3 Italia, Italy

09:45 Defining the DVB-H Ecosystem - Monetising the Future

INDUSTRY ALLIANCE

• An introduction to the Mobile DTV Alliance
• Which partners are necessary to make DVB-H services a success?
• The DVB-H standard, implementations and interoperability

Yoram Solomon, President, Mobile DTV Alliance and Director of Strategic Marketing and Industry Relations, Mobile Connectivity Solutions, Texas Instruments, USA

10:15 Achieving the Optimal User Experience - Nokia’s DVB-H Implementation

HANDSET PROVIDER

• Nokia’s implementation of the DVB-H standard
• Changes to the DVB-H standard to optimise the DVB-H experience
• Experiences from mobile TV pilot from the last two years
• Nokia’s Mobile TV device strategy – Attached extensions vs. integrated capabilities

Harri Männistö, Director, Watch New Experiences, Multimedia Experiences, Nokia, Finland

10:45 The Influence of Spectrum Allocation and Efficiency on the Development of Global Mobile Broadcasting Solutions

INDUSTRY ALLIANCE

• How flexible is DVB-H technology with regards to the used spectrum?
• Pricing and the effect on demand
• Regulating the market place and creating an equal playing field for the growth of Mobile TV
• Examining the issues of broadcast spectrum management, licensing and the impact on the environment

Prof. Dr. Claus Sattler, Executive Director, Broadcast Mobile Convergence Forum (bmcoforum), Germany

11:15 Networking Break and Exhibition Visit

11:45 Introductory presentation: The DAB Family of Standards - the Key to Convergence

• Introduction of DAB-IP and DMB
• DAB's business potential for Mobile TV Now!
• Established markets and commercial launches worldwide

Quentin Howard, President, World DAB Forum, UK

11:55 Introductory presentation: An Introduction to TD-CDMA MBMS for UMTS Operators

• What is MBMS? An overview of the standard and system architecture
• Projected network costs for TDD MBMS
• Advantages of MBMS for UMTS operators vs. other broadcast technologies
• The case for MBMS in unpaired

Ian Henderson, Director, IPWireless, USA

12.45 Spectrum Availability and Regulatory Policy in the UK

• Spectrum availability in the UK
• How spectrum can be made available on a technology neutral basis
• Content licensing policy for mobile TV

Peter Bury, Ofcom, UK

13:05 Networking Lunch and Exhibition Visit

EVALUATING THE DVB-H BUSINESS CASE

14:10 Analysing the Business Case for DVB-H

• Exploring the mobile TV business case
• Lessons from fixed digital TV
• Key metrics for mobile broadcast solutions
• Spectrum allocation and the repercussions for European and global markets
• Mobile TV broadcast forecasts

Dave McQueen, Principal Analyst, Informa Telecoms & Media, UK

14:40 Business Models and the Opportunity for DVB-H in Asia

• Competing in markets with established Mobile TV technologies
• The opportunity for DVB-H in China and other Asian countries
• Possible business models for DVB-H services in Asia
• The power distribution between network and content owners in Asia

Duncan Clark, Managing Director, BDA China Limited, China

15:10 Networking Break and Exhibition Visit

15:40 Analysing Potential DVB-H Business Models from the Content Provider Perspective

BROADCASTER

• Responsibilities in a DVB-H cooperation between operator, content provider and other partners
• Content to complement standard TV channels
• Which interactive content can be provided to the operator?
• How does DVB-H compare to other Mobile TV technology standards from the content provider point of view?

Peter Olaf Looms, Senior Consultant, DR Interactive, The Danish Broadcasting Corporation, Denmark

16:40 Requirements for DVB-H Handsets from an Operator's Perspective

OPERATOR

• How to Fulfil Customers Expectations Regarding Mobile TV Services Through Handset Technology

Reto Baumberger, Technology Expert, Multimedia Services, Swisscom Innovation, Switzerland

17.10 What DVB-H Business Model Could Work for Mobile Operators?

• A Commercial Evaluation of Mobile Video and DVB-H Services
• Telecom Italia’s Mobile TV service for the World Cup and beyond
• What are the service rollout costs from a network and content perspective?
• Examining the potential limitations of video or TV over 3G

Gian Paolo Balboni, Senior Program Manager, TV and Multimedia, Telecom Italia, Italy

17.40 Delivering Compelling broadcast mobile TV Services  

• Overview of the SFR DVB-H Trial - How can trial results be used to improve the offering?
• A consumer vision for mobile TV - a compelling bundle of broadcast and 3G services
• Content for the Mobile TV consumer 

Solène Jaboulet, Strategy & Innovation - Mobile TV Project Manager, SFR, France

18:10 Close of Day One

Conference Day Two - 14th June 2006 Managing DVB-H Roll-out Challenges

Chair: Ian Andrews, Senior Manager, European Telecoms Practice, Spectrum Strategy Consultants, UK

08:30 Registration

DVB-H IMPLEMENTATIONS AND NETWORK ROLL-OUT

09:00 Network Challenges for Mobile Broadcasting over DVB-H

INFRASTRUCTURE PROVIDER

• Selecting the right technology
• Regulatory and commercial factors
• Meeting the customer expectation for choice and quality of services
• Ensuring interoperability of handsets and networks

Mr. Raul Alvarez, Coordinator of Technological Development, Abertis Telecom, Spain

09:30 The Effect of Selected Bands on DVB-H Network Deployment Costs

• Available frequencies and their effects on deployment costs
• Network costs in L-Band and on other frequencies
• DVB-H Networks architecture

Dr. Yannick Levy, President and Chief Executive Officer, DiBcom, France

10:00 Deploying DVB-H Services in the Available “S” Band

• Deploying DVB-H in the satellite 2.2-gigahertz or "S" band
• Achieving country wide coverage with satellites and repeaters
• Handset requirements and interoperability

Mr. Jean-François Ereau, Strategic Marketing Director, Alcatel Mobile Broadcast, France

10:30 Building the Network: Technical Challenges and Network Scaling

• Signal propagation characteristics and the resulting network density requirements
• Building a network cost-efficiently
• In-building coverage

Dr Hyacinth Nwana, Managing Director, Mobile Media Solutions, Arqiva, UK

11:00 Networking Break and Exhibition Visit

EXAMINING THE RESULTS OF MOBILE TV TRIALS

12:15 Testing DVB-H in the Field

• Mobile testing with potable devices
• SFN-tests
• Reference receivers

Filip Gluszak, VP Marketing, UDcast

12:45 Networking Lunch and Exhibition Visit

14:00 From Oxford Trial to Deployment: The Promise and the Challenges

OPERATOR

• Overview of the Oxford Trial
• Summary of the trial results
• A consumer vision for mobile TV – What are customer expectations and can they be met?
• The obstacles in DVB-H service deployment

John Cullen, Head of Mobile TV and Broadcasting Technology, O2 Group Technology, UK

14:30 Interactivity in DVB-H TV

OPERATOR

• Why is interactivity important in mobile TV, i.e. the operator's role but also the evolution of program formats
• Case: Interactivity seen by all in mobile TV, e.g. chatting or voting on the progress of a program
• Case: Personal interactivity in mobile TV, e.g. "Buy button"
• Own experiences around interactive services in mobile TV
• State of the art overview, e.g. what's possible with the Nokia N92

Jonas Kronlund, Technology Manager, Elisa R&D, Finland

15:45 Networking Break and Exhibition Visit

MONETISING INTERACTIVITY AND THE TRANSITION BETWEEN UNI-, MULTICAST AND DVB-H SERVICES

16:15 Evolution vs. Revolution - Ensuring a Smooth Service Transition Between Uni- and Multicast and DVB-H Services to Enable a Unified User Experience

• Evolving uni- and multicast technologies and DVB-H together as co-existing standards
• Ensuring a seamless user experience to the consumer
• Using a hybrid model to maintain and build upon the initial momentum created in mobile TV by unicast
• A sustainable development of the category and allows for content to develop in line with technology
• Interactivity as a revenue generator

Alan Moskowitz, Director of Media Engineering, MobiTV Inc, USA

16:45 Discovering Business Opportunities through Customer Surveys – How Can Applications and Interactive Services be Monetised by Broadcasters and Cellular Operators?

• Where do the players see revenue-generation opportunities across the value-chain?
• Interactivity – Which players (other than operators) see a "Golden Goose" in interactive content?
• Advertising:What are broadcasters requesting versus operators?
• Branding: Attracting MVNO’s and their new subscribers
• Challenges, business and technical, of integrating operators’ cellular media services with broadcast services

Sam Leinhardt, CEO, Penthera Technologies, Inc., USA

17.15 Interoperable and interactive Mobile TV services  - Key success factors for DVB - H mass market

• Mobile TV – the rapid growth in usage and revenues
• The evolution from streaming to broadcast - complementary services for Mobile TV
• Cooperation model will drive DVB-H business
• Interoperable experience between DVB-H platform and terminals
• Additional revenue streams via interactive applications

Stefan Schneiders, Senior Vice President Business Development Mobile Broadcasting, Siemens Communications, Germany

17:45 Close of Day Two

Conference Day Three - 15th June 2006 Optimising Devices to Deliver the Perfect User Experience

Chair: Matthew Larbey, Product Manager, AJAR Multimedia & Connectivity, TTPCom, UK

08:30 Registration

DEVELOPING DEVICES TO ENABLE A SEAMLESS MOBILE TV EXPERIENCE

09:00 The Role of the Handset Provider in the Mobile TV Value Chain

• The handset as media and service gateway: trends and outlook
• Handset manufacturers, mobile operators, content providers: different strategies for a single end-user
• Can a media swiss knife be translated in a business model that satisfies across the entire value chain?

Frederic Vander Sande, Digital Content Global Lead, CapGemini, France

09:30 Device keynote presentation: Media Convergence in One Handset – the LG Approach to Mobile TV Phones

HANDSET PROVIDER

• Overview of the DVB-H ecosystem: The role of handset manufacturers
• Seamless access to different media formats in one Device: Interactivity and Connectivity
• The requirements of the new generation of mobile phones – Design, Functionality and Usability
• What has been the consumer feedback from Korea on the first handsets & what are the critical lessons to learn?

Dr Chan Yeob Yeun, Vice President, Development Lab. 6, Mobile Handset R&D Centre, Mobile Communications, LG Electronics, Korea

10:00 What Will DVB-H Devices of the Future Have to Do for their Users?

OPERATOR

• Customer and Device Segmentation Strategy for DVB-H and Multimedia Services
• User Experience Analysis – What Users expect from their devices
• What role do download, streaming and TV offerings play in the personal media consumption?
• Connectivity – How will multimedia devices of the future connect to personal media libraries and download services?

Darren Edwards, Head of User Experience, Wham, UK

10:30 DVB-H on Windows Mobile Devices

OEM

• Smartphones as mobile TV devices
• Using open platforms, innovation and technology leadership
• Long-term customer engagement and project planning
• Implementing customer specific requirements

Florian Seiche, Vice President, Europe, HTC, UK

11:00 Networking Break and Exhibition Visit

OPTIMISING CHIPSET AND COMPONENT TECHNOLOGY FOR THE DELIVERY OF MOBILE TV

12:15 Software Defined Radio Technology for Global Solutions through Standard Upgrades in the Field

• Multiple standards, depending on the region, will co-exist and new standards will emerge
• Addressing multiple standards with a multiband, software based processing technology approach
• The role that embedded vector processing will play

Kees Joosse, Senior Director of Business Development, Personal Entertainment Solutions, Philips Semiconductors, The Netherlands

12:45 Networking Lunch and Exhibition Visit

13:50 Chipset Tuner Architectures and Their Effect on DVB-H Reception Quality

• Direct Conversion - The optimal solution for DVB-H capability
• Critical design parameters and key performance points achieved, as well as the trade-offs involved
• Single-Chip Integration
• DVB-H Terminal Integration

Christophe Cugge, Director of Product Development for Mobile Broadcast, Freescale Semiconductor, France

14:20 Multi-Standard & Multi-Band Mobile TV for Multi-Region Reception and Roaming

• Standards: T-DMB (Korean & European versions), DVB-H, DXB
• Frequency Bands and their effect on Silicon: Band II, III, IV,V & L-Band
• Software Defined Radio Approach
• Packaging Technology for optimum total system cost, power and area

Martin Jackson, Chief Technical Officer, Frontier Silicon Limited,UK

USING HANDSET CLIENTS AND ENCODERS TO ACHIEVE ECONOMIES OF SCALE

14:50 DVB-H on Feature Phones for the Mass Market – Client Fragmentation Necessitates a Framework Approach

• An overview of handset components required for worldwide deployment of handset platforms
• Fragmentation vs. economies of scale for handset productions - Technology, business model and incumbent supplier positioning
• Overcoming restrictions, individual market differentials and requirements to achieve high economies of scale

Matthew Larbey, Product Manager, AJAR Multimedia & Connectivity, TTPCom, UK

15:20 Networking Break and Exhibition Visit

15:50 The Evolution of Encoding Standards for DVB-H - Can Mobile TV Handsets Support Quality Video and Deliver Compelling Content?

• What standards are behind DVB-H Mobile TV?
• The Evolution of Encoding Standards for DVB-H – H.263 and H.264
• Quality of Service, what does this mean to the Mobile Viewer and why is it so important to operators?
• Beyond the handset, other applications for Mobile TV

Ian Trow, Vice President Technology,

Envivio, UK

USING NEW VIDEO TECHNOLOGY INNOVATIONS TO ENABLE NEW WAYS TO VIEW MOBILE TV

16:20 Changing the Way We See Mobile TV – OLED Displays in the Context of Other Technologies

• OLED Displays – how will future display technology reduce power consumption?
• Their relevance for Mobile TV and Video applications
• Future form factors
• Overcoming barriers to adoption

Terry Nicklin, Marketing Director, Cambridge Display Technology (CDT), UK

16:50 An Analysis of Mobile Display Innovations to Enable a New Mobile TV experience

• Mobile TV usage scenarios and adapt
• Their relevance for DVB-H applications
• What is a "virtual display" 'Eyescreen'?
• The technology of virtual displays
• Overcoming barriers to adoption

Ian Underwood, Co-Founder and Director of Strategic Marketing, Microemissive Displays (MED), UK

17.20  The Future of Mobile TV – Developing a MNO-Centric Business Model

 

KEYNOTE CLOSING PRESENTATION

• Types of access according to MNO´s portal strategy
• Conditional Access
• Feature requirements towards server and clients

Martin Boegelsack, T-Mobile, Czech Republic

17:50 Close of conference