Mobile network operators are faced with three fundamental questions when they decide to offer mobile television services.
● First, do they want to stream video in real-time, or do they want to pre-deliver (download) television content before it is viewed?
● Second, do they want to offer television programs in their entirety or do they want to offer
pre-digested clips?
● Third, do they want to deliver the television content on their cellular mobile network, or do they want to offer the service on an alternative mobile network?
Together, the answers to these questions raise a number of viable solutions. Which solution is right for an operator is primarily a business question that is influenced by a variety of technical factors.
A Variety of Deployment Choices
In reality, most mobile network operators will not offer a single solution. Streaming video works well for real-time events, but puts an enormous pressure on the mobile network during peak times. Pre-downloading is not useful for real-time events, but more cost effective for less timely programming. Offering full-length television programs will work for some subscribers, but many only have 5 minutes while waiting for train and want something more condensed. And while streaming video over a cellular network is relatively easy to do, it is very difficult to technically and commercially scale.
In the end, subscribers want “what they want” at a price they are willing to pay. This means that most mobile network operators will need to deploy a combination of programming and network solutions to best serve their customers.
Unlock Mobile Television through Simple Discovery
The challenge quickly shifts from the technology to deliver television to the technology to discover what programming is available. Just as electronic program guides have become an indispensable part of a digital set-top box, the “EPG” will become a fundamental component of the mobile handset.
While some may look to basic channel changing or mobile search to find television programs, most consumers “learned” to watch television years before they picked up a mobile phone or typed in Google. From the subscriber’s perspective, mobile television can be quite complex. For reasons stated above, the mobile network operator might offer on-demand television, scheduled television, full-length programs, abridged programs, and a variety of standard and premium packages.
Mobile operator, O2, just recently completed a trial of mobile TV in the UK using the broadcast technology – DVBH. It concluded that the key to creating an enjoyable user experience is to offer subscribers a wide choice of programs. This underscores the fact that as mobile programming options continue to expand mobile EPGs that offer a simple, usable search interface will inevitably lead to greater uptake of mobile TV and ultimately increase revenues for the operator.
Placing the User Experience First
As identified in Elliott Drucker’s Seven Rules for Mobile User Experience, the first rule of all good mobile services is to offer a “consistent user experience”. For subscribers to use a mobile data service, they need to be able to leverage their previous learning and experience.
Successful mobile network operators will ensure that their subscribers have a standout user experience. To this end, breakthrough electronic program guides will be built on platforms that integrate a variety of program sources, mobile advertising, ancillary mobile data services, and provide it all in a holistic user experience.
