There are several technologies available for providing mobile TV: 3G, DVB-H and satellite. For operators that already have 3G or EDGE-enabled networks, these present no problem. However, they still have to consider the difference between unicast and broadcast solutions.
Thomas Johansen, marketing manager at Ericsson's Business Unit Access, says: "Operators are starting to realize that they will need both unicast and broadcast solutions when providing mobile TV.
"Broadcast solutions are suitable when you want to send TV programs to large audiences, such as major sports events over well-known channels. Unicast transmission, on the other hand, is better suited for personalized mobile TV with narrow target groups."
Operators that want to use DVB-H technology face some challenges. First, they need a broadcasting license; second, DVB-H networks do not yet have sufficient reach are not sufficiently built out to allow mobile TV today; and third, DVB-H-enabled terminals are not available.
The obvious advantages of 3G over DVB-H are that the networks are already in place in many regions and that several 3G-enabled mobile devices are available on the market.
To make mobile TV a reality, two different industries must cooperate - the telecom and the content or media industries - and they do not always have the same interests.
Per Nordlöf, responsible for Ericsson's mobile TV strategy, says: "Telecom operators must inevitably work with content providers, such as movie production companies and news channels, if they are to provide mobile TV. This will require a new kind of competence at the operators.
"There might also be difficulties associated with determining how operators and content providers will split mobile TV revenues. Traditional payment models, used for broadcast TV, will not be sufficient in this context."
There seems little doubt that mobile TV will be used in a different way to the traditional TV in the home. A report from Ericsson Consumer & Enterprise Lab shows that mobile TV users watch when they have spare time and generally in short sessions of three-four minutes.
This is why mobile TV offerings will contain a blend of traditional "scheduled TV" and "TV on demand," where consumers can download, for example, news clips. On top of this, there will be locally stored content from various sources (what is called sideloading), such as friends and the internet, and "push TV" services, where consumers can subscribe to events, such as football goals, which are sent as clips to their phones more or less instantly.
Nordlöf says the success of mobile TV rests on operators finding clear and understandable ways of charging for services.
"Many operators currently offer mobile TV as part of a 3G package, while some offer unlimited access for EUR 1 a day. Users don't want any surprises when it comes to costs - predictability is important," he says.
Mobile TV is already a reality, with 40 operators worldwide providing services via 3G networks today. Orange in France provides mobile TV services through 52 channels to 350,000 subscribers.
Ericsson, as the leading provider of mobile networks, has the experience needed to help operators offer mobile TV successfully and avoid the risks involved. Ericsson's end-to-end mobile TV offering includes partnerships with well-known content providers such as Napster and Warner Music.
The company is also behind several innovations such as the newly launched Program Guide - a way of structuring live broadcast of TV channels, on-demand TV programs and stored content - and the Channel Selector.
Ericsson is also pioneering mobile TV interactivity through trials with Norwegian operator NRK.
Johansen says: "Ericsson has a roadmap for mobile TV and we also want to become a player within IPTV over broadband."
