A few things can be done in terms of content formatting to boost wireless networks’ ability to handle video. For instance, codecs continue to advance, allowing more data to be transmitted over less bandwidth.
Hosted content delivery networks also offer carriers some solutions to the mobile TV quality problem. A data center-based solution can increase network capacity without the expense of overbuilding the network, translating to a six-times increase in effective cell coverage, according to DeWayne Nelon, president and CEO at Ortiva Wireless Inc.
Ortiva offers a dedicated, hosted mobile service through which Ortiva continuously monitors each mobile device and measures the network experience on a per-user basis. Using this information, Ortiva's proprietary technology then "shapes" the content delivery stream to optimize delivery over continuously changing network conditions. This shaping will match multimedia bit rates to available network bandwidth that individual subscribers are experiencing by modulating frame rate, frame type and quantization level in a manner that provides the best possible end-user multimedia experience. "Second by second, user by user, we look at every frame and optimize the content being delivered," says Nelon.
Looking ahead, even with overlay networks, quality concerns won't be solved completely. That's because there will be a lack of interoperability between handsets, and carriers and networks. Because the mobile broadcast model assumes roaming will be involved, intercarrier QoS issues also could arise. Another problem is that aside from WiMAX, there is no certification process for DVB-H or MediaFLO, meaning there is no guarantee the network elements are interoperable. The ecosystem of frequency allocations, technology choices, operator strategies, and partnerships with content creators still is evolving.
And then there's the user interface. "The actual navigation to get to the content impacts the total amount of time it takes for the user to start the video experience," says Alan Greenberg, an analyst at Wainhouse Research. "Making it easier to use the service goes directly to the issue of mobile TV quality, which is a much larger user-mentality-oriented ecosystem than just whether or not the video is choppy."
To that end, TV Guide Mobile Entertainment Inc. and Roundbox Inc. are co-marketing an electronic service guide for mobile TV, which will look just like the TV Guide scrolls for digital cable. "The success of mobile broadcast will depend on operators providing a compelling user experience and a comprehensive, easy-to-use service guide and is a necessity for mobile operators who want to capitalize on the growing interest in mobile TV," says Jim Nelson, founder and co-chairman of Roundbox.
Ortiva Wireless Inc. www.ortivawireless.com
Roundbox Inc. www.roundbox.com
TV Guide Mobile Entertainment Inc. www.gemstartvguide.com
Wainhouse Research www.wainhouse.com
