The Next Best Thing

Is India still awaits the launch of 3G, cellular service providers are going
a step ahead in offering NGN applications. Real-time options such as video and
music streaming, and movies and gaming on mobile are all in the pipeline.

However, the most interesting may be mobile TV-be it through a 3G platform or
broadcasting; and the entire telecom industry-be it a service provider, a
vendor, or software solutions provider-is unanimous in its interest to develop
this emerging trend in India.

There are basically two ways of delivering television content to mobile
devices-mobile telecommunications networks through 3G, or by using broadcasting
platforms such as Qualcomm's Media-Flo and Nokia's DVBH technologies. However,
Doordarshan is currently the only channel to have commercially launched the
service on the DVBH platform. Broadcasting platform has an advantage when it
comes to mobile TV services because the spectrum is dedicated only for
transmitting TV channels-a good alternative to 3G, which has to be shared among
voice, data, and other applications.

Thus, perceiving a huge market and catering to all segments-from youth to
professionals to the elderly-who can watch programs as per their choice and in
real-time, mobile TV viewing is set to be the next big technology trend in
India. Already popular in international markets, keeping it affordable is the
key to its success.

Putting into Practice

While Idea Cellular recently announced that it planned to launch live IPL
matches on mobile, whereby subscribers can watch the game from thirty-six
different camera angles; MTNL, BSNL and Reliance have also recently launched
these services.

Cricket, news, and entertainment-the three major segments that are viewed by
Indians today-are indeed the segments to capitalize on. The subscriber base is
continuously growing, seeing an upsurge of almost 300% during special events.

While there is already a burgeoning demand from the urban market, once 3G is
rolled out fully, the mobile TV market in India will touch $200 mn, as 2G is
fully operational, and rural subscribers will soon be added to the list.

Apalya, a solutions provider that offers TV-on-the-go, with its brand 'Mimobi
TV' plans to showcase the coming IPL season, while Mobile ESPN is already a
regular feature for its premium content users, offering them an interactive
experience.

Designed to deliver mobile TV performance across 2.5 and 3G handsets, Apalya
has also tied up with all leading TV channels like Zoom, NDTV Networks, Zee
Networks, Color, Times Now and Aaj Tak, as well as with leading telecom
providers like Idea Cellular, Airtel, Aircel, Vodafone, and Tata. Apalya also
provided its users with full coverage of the state elections recently.

With the government announcing to hold a bidding process for issuing licenses
for mobile TV services, operators have the advantage of deciding on the
technology to be deployed for offering the service, and will also be permitted
to have FDI of up to 74%. Licenses for these services are to be given
state-wise, and each player will get 8Mhz spectrum in 585Mhz and 806Mhz
frequency bands.

Subscribers looking for international content in terms of news and
entertainment channels, like ABC, Fox, MTV, NBC, TLC, CBS, CNBC, and CNN will
also be catered to as FLO TV and Mophie are expected to launch live TV viewing
on iPhones and iPod Touch in the first half of this year. Mophie also provides a
'juice pack' along with this service, which helps consume less power, therefore,
serving as an energy-saving offering as well.

Beryl M

berylm@cybermedia.co.in