Qualcomm Inc.’s consumer survey in Taiwan Participants were given the opportunity to test ‘hands-on’ the latest Mobile TV technology. The survey of 200 existing cell phone users, yielded clear evidence that there is a growing demand for Mobile TV services and revealed some surprising insights into the content consumers want. Respondents were each given a chance to discuss their thoughts on Mobile TV and were questioned on their perceptions of service, content and cost. Following a 15-20 minute MediaFLO demonstration and a chance to experience the service first hand, respondents were then questioned again. The key finding of the survey is that Taiwanese consumers are far more likely to subscribe to a Mobile TV service after experiencing the demonstration, providing compelling evidence that user experience will drive the commercial viability of potential services in the region. Key Results Before experiencing MediaFLO, just 36 percent of participants expressed a moderate or greater interest in subscribing to a video service. After experiencing MediaFLO, however, 80 percent stated that they were somewhat or very likely to subscribe to a video service. The results demonstrate that Mobile TV is an experience-driven service where consumers’ intention to use increases with understanding. Contrary to previous research and opinion that suggests Mobile TV subscribers are only interested in short-form ‘mobisodes’, movies were, in fact, the most desired content form amongst respondents. The Top five programming genres requested were as follows: – Movies 53 percent (of participants) – Music 36 percent – Sports 34 percent – News 29 percent 63 percent of participants stated they were likely to subscribe to a US$9.95 20-channel service within the next three months. More respondents indicated a likelihood to subscribe to a 20-channel $9.95 service than a $7.95 15-channel service, suggesting consumers prefer having more channels, and are willing to pay for it. As well as price, other important factors for consumers included ease of use, screen size, picture and sound quality, and channel change time. May Oh, MediaFLO Senior Director of Business Development for Greater China and India, commented; “The results of this research indicates Mobile TV is an attractive proposition for Taiwanese consumers and, more importantly, they feel it is worth paying to receive a high quality, reliable service with a good range of channel options.” Excerpted from FLO Forum’s Global Spectrum Update Japan While commercial Mobile TV broadcast services are being deployed using a small portion of the bandwidth allocated to traditional TV services (1/13th aka 1-seg) based on Japan’s digital radio and television standard (ISDB-T), services still fall under traditional broadcast regulations and are limited to free-to-air services. However, regulator MIC announced in 2007 the allocation of 35MHz (out of 130MHz) to additional mobile multimedia broadcast applications following complete analogue switch-off in 2011. There are various technology candidates for deployment in this band, including MediaFLO. MIC also announced in 2006 a media regulation reform to adapt to ongoing digital convergence enabling a multitude of new service opportunities. This may translate into a more horizontal approach to regulation, as the boundaries between the traditional vertical silos of fixed, wireless and broadcast delivery become increasingly blurred. Such an amendment to the existing regulation would mean increased opportunities in terms of consumer services and applications as well as driving investments and increased operator revenues. South Korea Three mobile operators are offering services on two competing platforms. Free services based on T-DMB technology are mainly operated by terrestrial broadcasters providing content, while subscription-based services are based on the S-DMB platform operated by TU-Media, a subsidiary of SK Telecom. Content in this second model does not include that from mainstream terrestrial broadcasters. Both platforms are subject to different regulatory models impacting content distribution mostly inherited from broadcast legislation. Australia The Australian Communications and Media Authority (ACMA) has announced in 2007 the upcoming auction of ‘unassigned Channel B’ UHF spectrum for ‘new and innovative services’ such as Mobile TV. An auction was expected sometime in 2008 and will be technology-neutral and based on Australia’s amended broadcast ‘Technical Planning Guidelines’ (TPGs), allowing mixed mobile / fixed broadcast usage. It is also subject to regulation governing fair and nonabusive market competition. An ongoing ‘Digital Action Plan’ is also in place to address more practical approaches to UHF spectrum long-term and to investigate further usage scenarios. India Following a public consultation in 2007, the Telecoms Regulatory Authority (TRAI) released its recommendations and guidelines to the Ministry of Information & Broadcasting for a possible spectrum auction based on a national Mobile TV licence. It proposes a technology neutral approach, based on approved and recognized standards, and to offer the spectrum license to new entrants including mobile operators, creating a new class of service providers. In addition, TRAI recommended that for the time being only terrestrial mobile TV licenses should be offered with satellite license subject to further coordination with the Department of Space and the Department of Telecom with regards to frequencies and capacities. The auction is now subject to a final decision from the government. Singapore There are two regulators – the Media Development Authority (MDA) for media / broadcast and the Infocomm Development Authority (IDA) for telecommunications – and Mobile TV is governed by the former while IDA owns competencies in spectrum and technical matters. MDA launched a public consultation for Mobile TV broadcasting. The consultation follows the technology neutrality principle as well as flexible service regulation considering Mobile TV as a nascent market. Up to two UHF channels and 2 VFH channels have been proposed for Mobile TV broadcasting, thereby providing the opportunity for significant market competition.