Early Movers in Mobile TV are Poised to Capture a Burgeoning Market
A look at how trendsetting operators are successfully launching mobile TV services
By O. Ding, B. Long, E. Giaretto, Y. Mahfou
Traditional television has had a glorious run. For decades, broadcasters and content providers have extracted profit from this media conduit to the mass market by offering a growing array of channels and scheduled programming on ever-bigger screens. However, this paradigm is now being challenged by the Internet, ever-growing data rates on both wireline and wireless networks, as well as the proliferation of content formats and devices. End users, meanwhile, have become more demanding and fragmented, splitting their precious time among a myriad of media choices, channels and platforms while younger viewers move beyond the TV content consumed by their parents generation. As a result, traditional TV is experiencing significant erosion of viewers and advertising revenues. The marriage of the mobile and broadcast worlds has given rise to mobile TV enabling viewers to access their favorite programs however, wherever and whenever they want. While there are clear opportunities for service providers associated with this trend, it represents unfamiliar territory for many in the communications industry. To succeed in this space, operators will be challenged with:
Delivering a compelling end-user experience (for example, graphically pleasing, easy to use and interactive) Providing a wide selection of attractive handsets and devices Offering a broad range of appealing content Establishing an appropriate business model for the target market and culture Offering transparent tariff plans Developing effective go-to-market strategies Choosing the right underlying technologies Complying with regulatory environments (for example, spectrum availability)
A Growing Opportunity According to ABI Research, the number of mobile TV subscribers worldwide will grow from 11 million in 2006 to 462 million in 2012, representing a Compound Annual Growth Rate (CAGR) of 85%.1 But cashing in on this growth will require service providers to make significant changes to existing network infrastructures and business models. The migration away from analog TV will free spectrum to enable service providers to build dedicated broadcast networks. The acceleration of mobile broadcast networks (such as DVB-H and MediaFlo), the 4G network adoption (LTE/WiMAX) and the proliferation of user-friendly handsets and other portable multimedia devices will increase the advantage gained by the early movers in this space.
1 2007, Mobile TV Services, ABI Research.
enriching communications > volume 2, issue 3 > 2008 | http://www.alcatel-lucent.com/enrich
Differentiation from voice-centric plans is just the beginning of the journey. Service providers are at a pivotal point to leverage the merging broadcast and telecom worlds. This fusion will empower new levels of converged and blended services, for example seamless multi-screen experience and interactive targeted advertisements, allowing users to have anytime/anywhere access to the content they crave, while enabling service providers to implement innovative business models and tap into new revenue streams. A close look at some of the trendsetters in mobile TV services should provide inspiration and encouragement to service providers considering moving into this space.
Telstra: Mobile TV instrumental in the journey toward a Mediacom
Australias Telstra is in the midst of an initiative that will transform this national leader in traditional telecommunications services into an integrated media communications company. The service provider is focusing on the end-user experience and maximizing operations through an IP-based infrastructure capable of running advanced multimedia applications.
Alcatel-Lucent enables a personalized and interactive end-user experience

Alcatel-Lucent 5910 MiTV solution enables a highly personalized, interactive service with advanced features, including fast channel change, user interactivity and a compact client for embedded applications on handsets. Project deployment and integration. Interoperability test centers to ensure ongoing service uptake with a wide variety of terminals.
Telstra launched its interactive mobile TV service in 2007, to leapfrog competition from existing mobile TV-over-Wireless Application Protocol (WAP) providers and to maximize its 850 MHz spectrum High-Speed Downlink Packet Access (HSDPA) network to monetize content. To effectively go to market, Telstra has extended the branding of its preexisting Foxtel IPTV service. This has provided brand continuity for subscribers while leveraging content (for example, FoxTel TV). Telstra mobile TV offers:
Diversied and compelling content: Telstra mobile TV delivers a diversified and rich array of choices
from short TV formats to full-length movies and video on demand more than 33 live channels with 24 made-for-mobile channels.
Flexible package/offering: Depending on appetites and budgets, subscribers can sign up for a channel
package, a monthly subscription or just a day pass. Content ranges from general entertainment, to music, news, documentaries, kids programming and sports.
Whenever and wherever: Customers can use their next-G mobile phones to remotely program their Foxtel IQ set-top box to record their favorite programs. Telstra is the first in the market to offer a catch up TV service (Figure 1).
Figure 1: Telstra mobile TV offers remote home programming on STB

Home programming

Premium end-user experience: Telstra offers a premium experience with high-quality delivery and fast
channel change. The high quality visual experience is maintained during program selection using the embedded Electronic Service Guide (ESG) and Electronic Programming Guide (EPG).
Interactive TV: Telstra mobile TV has partnered with major TV producers in Australia to deliver exclusive live access to popular programs. End users can respond to contextual teasers embedded in programs, allowing them to directly interact with program- and content-related activities. For instance, the Australian Idol 2007 series included a simulcast of the show across six states, and Telstra was able to offer location-enabled time delays for five time zones.
As a result, Telstras mobile TV is the most comprehensive mobile entertainment service in Australia. According to Telstra, its mobile customers have watched more than 80,000 hours of mobile TV during the month of April 2008 alone. Mobile TV has effectively helped Telstra to monetize its wireless network and contents.

Alcatel-Lucent managed and hosted mobile TV service provides freedom to innovate
Hosts and manages a mobile interactive TV solution on behalf of Optimus. The Alcatel-Lucent 5910MiTV and rich media client enable outstanding performance and rst-to-market performance features in Portugal. Provides excellent ongoing support: executing a signicant capacity and enhanced feature upgrade with only four weeks lead time.
Optimus: Mobile TV invigorates customers and builds loyalty in Portugal
As Portugals third-largest mobile carrier, Optimus is embracing advanced applications to differentiate its services from incumbent providers to both stimulate subscriber growth and maintain its image as an innovator in the competitive Portuguese mobile market. Optimus first launched its mobile TV service in August 2006. It targeted young people and business segments, offering exclusive content (such as music and sports). To maintain its leading-edge innovator image, Optimus has regularly enhanced its service by working with Alcatel-Lucent to offer subscribers new, intuitive experiences.
In August 2007, Optimus launched a high-definition mobile TV service that used encoding algorithms and technology developed by Alcatel-Lucent, doubling the screen resolutions that were previously available in the Portuguese market. By October 2007, the company was among the first service providers in Europe offering the ability to navigate between programs while continuing to view the current channel with high quality. In June 2008, Optimus successfully associated its mobile TV service with the UEFA Euro 2008 soccer championship. It rolled out a service called Euro per 1 Euro that allowed subscribers to receive transmissions of live matches in either a high-definition format (250kbit/s) or a regular format (115kbit/s) for the price of one Euro. Users also could receive automatic SMS alerts of UEFApublished videos, including near-real-time event-based videos of key plays, goals, penalties, game highlights and player profiles. As of early June 2008, Euro per 1 Euro had more than 12,000 subscribers following an aggressive radio and TV marketing push by Optimus. Also this year, Optimus worked with Alcatel-Lucent to deliver a portable mobile TV encoder capability, enabling Optimus to offer live coverage of local concerts. The carrier has already covered 10 concerts for its mobile TV subscriber audience.
Alcatel-Lucent: The end-to-end master integrator
Solution adviser Alcatel-Lucent Unlimited Mobile TV solution based on DVB-SH. ICO will need only 1500-2000 sites to cover the satellite white spaces in the urban/suburban areas: the right choice for maximizing spectrum efciency. E2E Solution architect Developed the solution architecture and detailed network design, including the Alcatel-Lucent 5910 MiTV and the Alcatel-Lucent 9600 DTR Transmitters (DVB-SH terrestrial receivers). Prime integrator Ensure time-line in project execution and make it work by orchestrating multivendor (such as chipset, broadcast head-end partner), multi-technologies.

ICO: Delivers mobile interactive media on portable devices via DVB-SH
ICO Global Communications is a satellite communications company based in Reston, Virginia, USA, that has developed an advanced hybrid system combining satellite and terrestrial communication capabilities. In doing so, ICO is able to offer wireless voice, data, video, TV and Internet services on both vehicular and portable devices. In April 2008, ICO successfully launched the ICO-G1, a next-generation geosynchronous satellite operating in the 2GHz S-band with a service footprint that covers most of North America, using the Digital Video Broadcast - Satellite services to Handhelds (DVB-SH) standard. The featured service, ICO mim mobile interactive media will deliver entertainment, guidance and assistance through a platform that is both integrated with multiple networks and accessible on various devices. Instead of focusing on wireless handsets, ICO is pursuing a differentiated offering that supports larger display screens for the mobile TV service. In so doing, the company hopes to drive wide adoption of its mobile TV offering by taking advantage of larger screen resolution made possible by DVB-SH with a 500kb/s channel capacity. In the vehicular market specifically, ICO will focus on in-vehicle
displays offering a set-top box in the trunk that links into the on-dash or rear-seat displays in cars, SUVs and vans and connects to an external antenna. ICO mim offers:
Entertainment: ICO mim will deliver 10 to 15 channels of premium live TV content for 7- to
15-inch screens setting the standard for the ultimate mobile video entertainment experience.
Guidance: ICO mim will provide a new level of intelligent, interactive navigation. ICO mim
combines the experience consumers enjoy with todays navigation systems (such as real-time traffic and weather alerts, rerouting and easy access to destination information) with ICO mims unique integrated applications which allows users to preprogram tasks and activities into their system. ICO mim gets users from Point A to Point B and lets them connect anywhere they may need to go in between.
Assistance: ICO mim offers a complete roadside assistance and emergency messaging capability,
with satellite-connected emergency voice and text messaging assistance, bringing peace of mind wherever their customers go, including the places where todays vehicle assistance systems and cellular networks dont reach. Starting in late summer 2008, the ICO mim service based on DVB-SH is being tested during an alpha trial, integrated end-to-end by Alcatel-Lucent, in Raleigh-Durham, North Carolina, and Las Vegas, Nevada (Figure 2).

Figure 2: ICO mim will provide mobile entertainment, guidance and assistance services to passengers and drivers
Photos: Courtesy, ICO Global Communications
Leveraging strategic partners, ICOs go-to-market plan will offer ICO mim as an embedded service behind existing video displays: for example, current in-vehicle screens and other devices such as portable gaming systems, DVD players, laptops and mobile PCs. Over time, the goal is for ICO mim to be embedded into a wide range of consumer electronics devices. Conclusion The Telstra, Optimus and ICO cases offer real and current examples of mobile TV applications that are generating revenue and differentiating services in todays competitive communications market. Alcatel-Lucent worked with each of these service providers to define and launch leading-edge mobile TV services helping them to gain early-mover advantage. These service examples illustrate the importance of:
Delivering differentiating features that enhance the end-user experience (for example, visuallypleasing and intuitive user interfaces, embedded interactivity, fast channel change) Providing access to a wide array of compelling content on compatible devices Establishing viable business models Identifying strategic positioning and effective go-to-market strategies to differentiate their services Selecting the right underlying technologies
Mobile TV is a global opportunity. In addition to Australia, Portugal and the United States, mobile TV is being well received in countries such as Japan, Korea and Italy. While challenges remain for carriers looking to launch mobile TV, trendsetters are already demonstrating the business models such as combining free-to-air with paid subscriptions that make this opportunity viable and profitable. Mobile TV will be an important part of the end users anywhere, anytime viewing experience as technology continues to migrate toward a truly seamless multi-screen ideal. Alcatel-Lucent offers an array of solution options and support to help operators speed new services to market. The bearer-agnostic Alcatel-Lucent 5910 Mobile Interactive TV solution, with its compact rich media client is gaining traction in the delivery of personalized, interactive TV to a broad range of mobile/portable players. Following on the success with ICO and its proven flexibility in topology and spectrum efficiency, the Alcatel-Lucent Unlimited Mobile TV solution, based on DVB-SH, has been trialed by many operators such as Vodafone SFR. It is now in trial with Dish Network in the United States. To help mitigate risk, Alcatel-Lucent offers a hosted and managed mobile TV service model as well as a stepped service-launch approach. This empowers operators to maximize nimbleness, while minimizing infrastructure investment, enabling them to focus on customer acquisition and subscriber sales versus building networks and updating technologies. Alcatel-Lucent also offers its expertise as a veteran network integrator to help manage the complexity of each network implementation phase in multivendor/multi-technology environments assuring smooth and robust mobile TV service rollouts. As a fully committed solution partner offering a wide range of resources and expertise regardless of the starting point of the journey toward mobile TV (for example unicast, broadcast) Alcatel-Lucent is positioned to help service providers deliver truly seamless entertainment and communications experiences to their end users as well as effectively tap into new revenue streams. k

Olivia-Yongmei Ding is Marketing Director, Carrier Business Group, Market Positioning, Alcatel-Lucent, Vlizy, France. Bob Long is Marketing Manager, Multimedia and Ventures Product Group, Marketing, Alcatel-Lucent, Phoenix, Arizona, USA. Eric Giaretto is Communications Director, Alcatel-Lucent Mobile Broadcast, Marketing and Sales, Alcatel-Lucent, Vlizy, France. Yacine Mahfoufi is Multimedia Strategic Marketing Manager, Alcatel-Lucent, Villarceaux, France. To contact the authors or request additional information, please send e-mail to enrich.editor@alcatel-lucent.com.
Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners. The information presented is subject to change without notice. Alcatel-Lucent assumes no responsibility for inaccuracies contained herein. 2008 Alcatel-Lucent. All rights reserved.

practical mobility - UK.qxd

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Professional Mobility Solutions for Small and Medium Businesses

Your Office Anywhere

Professional mobility solutions

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STAY IN TOUCH WITH YOUR COLLEAGUES AND CUSTOMERS FROM ANYWHERE
The business world is changing fast and so are the communication requirements of small- and medium-sized businesses (SMBs). To succeed in today's market you need to keep customer satisfaction and employee productivity high and operational costs low. Dynamic communications that help you strengthen relationships, increase collaboration and mobility and improve performance are the keys to your success. Forty percent of SMBs now have mobile employees. Mobile access is vital for all employees in a company - for sales personnel of course, but also for executives, managers and those who work from home or who take work home. Mobility is also important to those who need to move around frequently while on company premises - from their own office to a colleague's office, from the storeroom or warehouse to a meeting room. No matter where they are, these professionals must be able to communicate effectively at all times. They must be reachable at a single number, have access to their e-mail and voice mailbox, and be able to find the corporate information they need, when they need it. Alcatel-Lucent offers compelling, easy-touse and cost-effective solutions for all your company's mobile communication requirements. Our mobile solutions simplify your communications and help you interconnect your people, their knowledge and your communications network so you can focus on growing your business.
One number service Reduce your costs
The efficiency of your employees when they are away from their desks is directly proportional to the efficiency of their communication tools. With one number service, Alcatel-Lucent integrates mobile phones into the very heart of your communication system. And that changes everything. One number simplifies all business calls Your customers have a single phone number for the person they want to reach. All calls are routed to the person's mobile phone. If the called party is busy, the call is transferred to the operator, an administrative assistant, a colleague, or to the called party's personalized voice mail. Mobile phone advantages with desk phone features No matter where your employees are, they can access their voice mail and easily reach colleagues using internal phone numbers. Easy deployment The one number service is easy to use. And it does not need to be installed on mobile handsets. It can be used with all mobile phone models and is compatible with all the service offerings from mobile operators.

EXTRA FEATURES

With additional software clients on Nokia E-series and Windows Mobile smartphones, employees can access all features from a smart, integrated ergonomic interface. Additional advantages with the AlcatelLucent PIMphony Softphone application. PIMphony Softphone is a telephony on a PC application. Coupled with one number service, it offers additional advantages:
I Outgoing calls made directly from

>>> ADVANTAGES

For you: Lower communication costs and fewer calls for your operator or attendant to manage. For your customers and partners: Improved call flow and service by reducing the number of unsuccessful calls and by using a single, customized voice mailbox for messages.

the company directory

I Enquiry calls, call transfers, and call

conferencing

I Call logs I Automatic screen display of all incoming
calls and referencing with a contact list from a contact management application or database (Microsoft Outlook, Lotus Notes, Act, Goldmine, or Access).
Note : One number service can also be used with a desk phone, hotel room phone or home phone.

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Virtual desktop: Take your office with you
With the virtual desktop, your mobile employees can stay in touch with the office, whether they are on the road, in a hotel, at the airport, or at home. With its secure web interface, the virtual desktop is user-friendly, safe and secure. It lets your employees access their workplace tools - from anywhere and at any time - on their mobile phone, PDA or PC, as easily as if they were at their desk. This means they can manage their e-mail, access documents on the corporate server, share directories and contacts, and receive and make calls. Access to all messages
A single messaging service is accessible at all times for e-mail and voice messages. A notification e-mail indicates when a voice message is received so employees can listen to it immediately.
For those on the move within the company.
Brainstorming in a meeting room, checking inventory in the warehouse, participating in informal meetings - there are plenty of reasons why your employees need to leave their desks. But there is no reason why they should not answer their calls! Teamwork The virtual desktop keeps your employees connected and provides access to all corporate information, including shared -calendar, meeting and conference scheduling applications and shared documents. Freedom and security Your company's communications no longer depend on an operator and your teams' communication is secure. DECT solution: Voice mobility Alcatel-Lucent wireless DECT phones provide a reliable and tested solution that is perfectly suited to on-site mobility. With these phones, your employees can make and take their calls anywhere in the company, at all times. Plus, your customers can reach their usual contact without having to leave a voice message. Wi-Fi solution: A single network for voice and data More and more companies are using Wi-Fi. The AlcatelLucent IP Touch WLAN handsets can also use a Wi-Fi network to carry your voice communications. This converged infrastructure provides a way for you to optimize your wireless voice and data communications with a single Wi-Fi network, and delivers all the benefits of consolidation (cost savings, simplified management, etc.).

The tandem function: A single number for two phones The tandem function allows users to assign the same number and the same voice mailbox to a desk phone and to a mobile phone (DECT, WLAN or GSM). Employees are reachable at all times whether they are on or off the company premises. When a call arrives, two handsets ring at the same time and employees can answer wherever they are. This function can also be used with two fixed line phones, in the home for example.
Flexibility: Permanent and secure contact with company staff and data via a mobile phone, PDA, or PC. Easy to use: An intuitive and user-friendly web interface with advanced features (dial-byname, access to contacts and files, notification of new e-mail, etc.).
For your customers: Increased satisfaction through a reduction in the number of unsuccessful calls. For your staff: Assurance they won't miss a call thanks to the availability of desk phone features - messaging, voice mail notification, call by name, direct access to the network, transfer, conferencing, etc. - wherever they are in the company. For you: Infrastructure cost savings (Wi-Fi solution)
The Alcatel-Lucent push mobile application pushes e-mail in real-time to smartphones, your employees' calendar, contacts and tasks are always up to date. The Alcatel-Lucent Connector for Microsoft Outlook is your Microsoft Outlook integration solution. It is an additional virtual desktop module for users who prefer to use Microsoft Outlook. It provides access to e-mail, contacts and calendar on the Alcatel-Lucent server directly from Microsoft Outlook.

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ALCATEL-LUCENT SOLUTIONS

OFFSITE MOBILITY

Advantages Characteristics
One number A single business number,
Compatible with all models on all mobile networks, the mobile handset can use all business call management and monitoring services Software client on Nokia E-series and Windows Mobile 6 smartphones
Examples of Alcatel-Lucent solutions at work
AgriForum is an SMB specializing in farm machinery. In just a few years, AgriForum has become a leader in its field by emphasizing confidence and proximity in its sales and marketing relationships. For its director, Antoine Estian, it was vital that each of the company's eight sales representatives could be reached immediately, whether they were in or out of the office. The Alcatel-Lucent mobility solution met all Estian's requirements. Each sales representative can now be reached on a single number no matter where that person is. This increase in efficiency is mirrored by a business advantage: For the same number of calls, phone bills have fallen sharply and the team has not had to change how it works. The sales representatives can keep their own business mobile phones, no matter what the model. In addition to the expertise of its 12 practitioners, the reputation of the Maternit du Pr Gentil is based on the availability and the reactivity of its obstetricians, nurses and midwives. How can they meet the seemingly contradictory demands of total availability and mobility within a maternity hospital? The DECT solution from Alcatel-Lucent provides the answer. No matter where they are - office, meeting room, delivery preparation room, patients' rooms, etc. - each team member can now be reached. During consultations or deliveries, calls are routed to the switchboard and then transferred to someone available to deal with the call, or forwarded to a customized voice mailbox.

The growth of MdicaPlus, a laboratory specializing in dental prostheses, is based for the most part on the dynamism of its eight sales representatives, who travel half of France presenting their company to practitioners and taking their orders. Reactivity and speed are the keys to success when deciding on meeting times and submitting orders. The Alcatel-Lucent virtual desktop now allows sales representatives to have all the advantages of their desktop working environment - e-mail, contacts, calendars, meeting planners, etc. - using a secure, standard web interface. And the level of flexibility provided makes the solution even more efficient. In the evening, sales representatives typically use their laptop computers in their hotel rooms to log on and deal with their e-mail. During the day, they are connected via their smartphones and informed of new voice messages and e-mail that they can deal with in real time with the push mobile application.

service

a single voice mailbox Reduction in communication costs Easy to set up and use
One number service on Smartphones PIMphony Softphone
Easy access to one number service features with a well-integrated, ergonomic interface
Complete communication environment, Application on a PC in addition to the one number User-friendly and secure interface Ideal for employees working at home service. Provides outgoing calls with access to the company directory, management of group calls, call log, interaction with Microsoft Outlook, etc.

Push mobile

E-mail push in real time A complete mobility solution with one number services
Synchronize e-mail, contacts, calendar and tasks in real-time Works on most popular smartphones Mobile virtual desktop with a web interface on a mobile handset or PDA: notification of voice mail, access to e-mail, company directory, etc. (Requires a connection with data capabilities) Virtual desktop with a web interface on a PC; secure Internet connection, access to e-mail, voice mail, contacts, documents, shared calendars, call logs, etc.

Virtual Desktop

Contact at all times between the company and its customers Simple and flexible solution for all mobile phoness Access to all corporate data from any PC Operates independently of a hosted services provider

ONSITE MOBILITY

AlcatelLucent 300 and 400 DECT Handsets AlcatelLucent IP Touch 310 and 610 WLAN Handsets
Accessible everywhere in the company Dial-by-name, voice mail access, call forwarding, Provides all business telephone services Lightweight, practical, high audio quality Complete mobility in the company Provides all business telephone services A single network for voice communications and data Same characteristics as the DECT handsets. call transfer and conferencing, etc. Black and white or color display, back-light, vibrate mode, long battery life, etc.

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Office
4287864 EN - SMB practical guide Mobility 03/2008- Alcatel Lucent Enterprise - 32, avenue Klber 92707 Colombes - France - RCS Paris B 185. Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo, are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners. Alcatel-Lucent assumes no responsibility for the accuracy of the information presented, which is subject to change without notice. 2008 Alcatel-Lucent. All rights reserved. Photos: DR. Printed in EEC on chlorine-free paper.

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