[opendtv] Carriers Urged to Push Embedded Mobile DTV Cell Phones

From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
Date: Wed, 5 May 2010 11:30:00 -0500
http://www.tvtechnology.com/article/100070

Carriers Urged to Push Embedded Mobile DTV Cell Phones
by Doug Lung, 04.30.2010.

RF Report has discussed several studies showing the huge potential for ATSC 
Mobile DTV (MDTV). The Diffusion Group (TDG), a New York-based consumer 
research and technology firm, has a somewhat different take on MDTV, as voiced 
in the article Broadcasters to Create Mobile TV Network

Contributing Analyst Brian Platts outlines the problems he sees in creating 
demand for MDTV, while emphasizing the need for wireless broadband providers to 
support MDTV to avoid having their networks overloaded by people watching 
steaming video.

"While dongles and accessories may help indirectly promote the use of mobile 
DTV among early-adopters, they will not drive large-scale growth," Platts said. 
"For broadcast mobile DTV to flourish, there must be a widespread diffusion of 
handsets capable of supporting the service natively, a feat not at all 
difficult given today's miniaturization technology."

The problem, he notes, will be in convincing cell phone manufacturers and 
wireless carriers to add this feature to phones. Consumers typically select a 
new handset based on price, fashion and overall appeal, rather than a new 
feature such as MDTV, especially if it requires an additional subscription. The 
analysis says that subscription MDTV services such as FLO TV have had very 
limited success, and raises questions as to whether broadcasters will be more 
successful.

TDG argues that "any claims that DTV will somehow provide relief to congested 
wireless data networks are premature at best." However, the report sees it 
being in the interest of mobile operators and vendors to push for embedded 
support of MDTV.

"If mobile TV remains an 'after-market' phenomenon--requiring dongles and other 
appendages--and is embedded in only a few devices, most consumers will reject 
it out of hand and instead rely on cellular service for mobile video content," 
the organization concluded.

The organization said that as use of the mobile Internet to access "free" 
online TV Web sites accelerates, data usage will grow, and this will increase 
the loading of cellular networks. It concludes that mobile operators and device 
vendors should encourage "embedded support of digital mobile TV solutions."

Platt's article is a preview of a soon to be published TDG report "Assessing 
Consumer Interest in New Mobile Video Services."

I tend to agree with TDG that built-in tuners will be needed for widespread 
adoption, but think devices such as laptop/netbook dongles, and the Tivizen 
MDTV hotspot for iPhones, iPads, Blackberry smartphones, and similar WiFi 
equipped devices, will help generate interest as early adopters show them to 
their friends. In addition, as reported elsewhere in this week's RF Report, 
Dell will have some very attractive devices with MDTV capability built in, plus 
we'll see standalone receivers and DVD players from LG that should help 
generate interest. The Samsung Moment phone with ATSC receive capability is 
just now starting to be distributed for the OMVC Showcase in Washington. Of 
course, all of this will be for naught if broadcasters in other markets don't 
offer a good assortment of MDTV programming, with several "free" channels, 
available off-air when these devices do hit their markets.
 
 
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[opendtv] Carriers Urged to Push Embedded Mobile DTV Cell Phones

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