In recent years, the wireless industry has seen explosive growth in device capability, especially in relation to mobile cellular phones. Ever-increasing demand for computing power, memory, and high-end graphic functionalities have accelerated the development of new and exciting wireless services. MediaFLO system is the answer for delivering unprecedented volumes of high-quality, streaming or clipped, audio and video multimedia to wireless subscribers. MediaFLO or media forward link is a combination of the media distribution system and FLO Technology. FLO technology is the ability to deliver a rich variety of content choice to consumers while efficiently utilizing spectrum as well as effectively managing capital and operating expenses for service providers.

The MediaFLO System complements existing networks and radically expands the ability to deliver desired content without impacting the voice and data services. Operators can leverage the MediaFLO System to increase ARPU and reduce churn by offering enhanced multimedia services. Content providers can take advantage of a new distribution channel to extend their brand to mobile users. Device manufacturers will benefit from increased demand for multimedia-enabled handsets as consumer appetite grows for the rich content provided through MediaFLO.

Advantage MediaFLO

n Engineered specifically for the mobile environment n Higher-quality video and audio, faster channel switching time, superior mobile reception, optimized power consumption, and greater capacity than other multicast technologies n Can support more content channels (in the same frequency band) than competing technologies,

Intelligent Delivery
The MediaFLO media distribution system (MDS) enables an efficient delivery of high-quality network-scheduled video content for viewing by mobile subscribers. The MDS seamlessly handles multiple content streams from multiple sources, and plays them on client software in the most popular video and audio formats, because MDS is air-interface independent and can be deployed on any IP packet data network or 3G wireless networks as and when it is operational.

With the MDS, network operators control the kind of content and the time to send it. Content is delivered in the background and encrypted on the handset until users select what to watch based on the program schedule. The least time-sensitive content can be sent at very low load times, leaving only the most time-sensitive content for delivery when the network is being used mostly for voice and data services. This intelligent delivery method gives operators management control to cost-effectively provide a high-value wireless multimedia solution to subscribers, while effectively shaping the utilization of their network.

Initiatives
MediaFLO USA, a wholly owned subsidiary of Qualcomm, and Cingular, the wireless unit of AT&T have signed an agreement to deliver mobile entertainment and information services to the wireless unit's subscribers. The two companies expect to make the service available to customers in late 2007.

Working with its another key partner, MediaFLO USA, Verizon Wireless expects to roll out the service in major US markets in the first quarter of 2007. Since MediaFLO USA operates a dedicated multicast network that delivers programming in a linear format, the integration of V CAST Mobile TV with the MediaFLO USA service means that Verizon Wireless can offer customers the latest in mobile entertainment without impacting its voice services.

For MediaFLO to be a success story, lot depends on the handsets and the network capacity. At present nothing is happening in India related to MediaFLO, but this is not the end of the story. When we see the way the wireless industry in India is growing, sooner or later this technology will find its way in India.

Sandeep Budki
sandeepb@cybermedia.co.in