2006. 9.27
TU Media Corp.
Mobile TV broadcasting Development and Experience
in Korea
I. Advent of Mobile Broadcasting ServiceII. TU Media
III. TU Media’s Experience and Finding
IV. Cooperation
Will it be great………….if and someday,
we could watchlive sporting event,news or favorite TV dramas
at any time,at any place ?
We have found ,
has huge potentialMOBILE BROADCASTING
IT IS AN EXCELLENT IDEA
IT IS A GOOD IDEA
Satellite DMB(Satellite Digital Multimedia Broadcasting)
Satellite DMB(Satellite Digital Multimedia Broadcasting)
InteractiveInteractive • Convergence of Telecom. and Broadcasting
• Variety in Contents (Video, Audio and Data)
MobileMobile• Any place and Any situation
(Even in a moving vehicle at the speed of more than 200Km/h)
PersonalPersonal • Personalized Media(Television for me)
Mobile TV is new business concept in broadcasting service,
characterized by 3 key differentiators.
ContentContent PlatformPlatformFixed Type Portable Type Personalized
Type
TVBroad-casting
TVBroad-casting
RadioBroad-casting
RadioBroad-casting
FreeFree
PaidPaid
FreeFree
PaidPaid
Satellite DMBSatellite DMB
Terrestrial RadioTerrestrial Radio
Independent Production
Independent Production Terrestrial TVTerrestrial TV
Internet Music StationInternet Music Station
PPPP Skylife, Music Wire BroadcastSkylife, Music Wire Broadcast
PPPP Satellite Broadcasting(Skylife)
Satellite Broadcasting(Skylife)
Cable TVCable TV
RelayRelay
CableSO/ROCableSO/RO
BroadbandBroadband
Skylife IMAP*Skylife IMAP*
Terrestrial DMB(TV)Terrestrial DMB(TV)
Terrestrial DMB(Radio)Terrestrial DMB(Radio)
Skylife : The name of the satellite TV serviceIMAP : In-Motion & Portable
MobileTelecomMobile
Telecom PaidPaid PPPP JUNE / FIMMJUNE / FIMM
* This analysis is based on Korean mobile broadcast business situation.
With technical innovation, new business boundary could be realized.
Korea Government authorized two types of Mobile TV service – S-DMB & T-DMB.
Network Service Coverage Network Service Coverage
TerrestrialNetwork
Satellite Broadcasting Pay Service National-wide
Terrestrial Broadcasting Free Service Regional
Domestic Prospect of DMB MarketMarket Demand for DMB
Despite difficult start of service,outlook of DMB service is very bright.
I. Advent of Mobile Broadcasting Service
II. TU Media
III. TU Media’s Experience and Finding
IV. Cooperation
TU MEDIA prepared Mobile Broadcasting servicesince 2001
The international register for
satellite network was applied
Technical Specification of Satellite DMB
Terminal released
The policy direction
for satellite DMB was determined by the KBC
Technicalstandards for
satellite DMB were established by MIC
(System-E)
TU Media Corp. was
established.
The broadcasting Law was revised.
Hanbyul satellitefor DMB service
was successfully launched in Orbit.
TU Media Corp. was authorizedas Satellite DMB Service Provider
TU Media Corp started
Satellite DMB Field Trial.
TU Media Corp started commercial
broadcasting of Satellite DMB Service
Reach 700,000
subscribers
Sep.2001
Mar.2004Dec.2003Apr.2003
Feb.2003Nov.2002
Dec.2004 May.2005Jan.2005
Commercial Broadcasting
Launched the satellite
AUG.2006
Satellite Specification, share with MBCo
Formed a Consortiumwith total Capital of $230M
FoundationPeriod
FoundationPeriod
Formation of Consortium(November 2003)
Foundation of New Entity(May, 2003)
Paid-in Capital: $230 million
Compositionof Stakes
Compositionof Stakes
Company CompositionRatio
Remark
MajorShareholder
• Responsibility for management• Providing Network 29.6%Largest
Shareholder
• Foreign Strategic Partner5.9%MBCO
Content Providers, Terrestrial Broadcasters
Manufactures, Distributors
24.7%
30.1%• Samsung, LG, MBC,SBS,CJ and
other key companies.
Others
9.7%
OtherShareholder
• Key business partner in the Supply Value Chain
SK Telecom
Set-up Satellite Mobile Broadcasting Network
Ku-band(12 ~ 13 GHz)TDM : 13.824~ 13.849 GHz(25MHz)CDM : 13.858~ 13.883 GHz(25MHz)
Ku-band (12 ~ 13 GHz)TDM : 12.214~12.239 GHz(25MHz)
S-band CDM : 2.630~ 2.655 GHz(25MHz)
S-band CDM: 2.630~ 2.655 GHz(25MHz)
• Service Flow
Gap Filler
Video
Audio
Data
Program Providers
Introduce various types ofattractive Terminals
Cellular Hybrid (32)
• 2.2” or 2.4” LCD (QVGA)• Stereo Speakers• Wireless Internet support• Samsung, LG, Motorola,SKTT, Pantech&Curitel
Dedicated (4)
• 2.5~4.3” LCD (QGVA)• No return path• Combined with PMP & PDA.• SKC&C, Cyberbank, Access Telecom, etc
Vehicle-Mounted (10)• Utilizing 5~7” Car TV
• Reception module type
• Combined with Car Navi.
• Innoace, Joongang
system,Hyundai Autonet
12 Video Channels and26 Audio Channels
NEWS(2)
DRAMA(2)
SPORT MOVIE
CH.BLUE
TUBOX(PPV)
GAME
ENTERTAINMENT
EDUCATION ANIMATION
DJ ZONE (5)
VARIETY ZONE
NONSTOP ZONE(16)
Melon
Bugs
P.Station
KISS
MUSE
POP
ROCK
CLASSIC
TROT
Korea POP
JAZZ
Ch.Joins
GAG Station
English
Arirang
Ureka
Focus on premium contents,target mass market
Informative
APPEAL TO THE MASS MARKET
TARGET KEY SEGMENT
FREE TERRESTRIAL DMB MARKET
TU MEDIA AS IS
TERRESTRIALCONTENT
ENTERTAINING INFORMATIVE
As-isTU
Developed Business Models……
SubscriberSubscriber
Mobile
Operator
&
Own
Agency
Mobile
Operator
&
Own
Agency
TU Media
(Satellite DMB
Operator)
TU Media
(Satellite DMB
Operator)
Network Installer
(Satellite/Gap Filler)
Network Installer
(Satellite/Gap Filler)
Program ProviderProgram Provider
Contents Provider
Contents Provider
Operation Fee
Contents
Profit Share
Commission
Subscriber Fees
Subscription Fee New Subscription
BasicVideo
AudioBasic Channel • Monthly Fee : 13,000 won
• Pay per View : 2,000 won
• Only impose to a new subscriber• Initial Fee : 20,000 won ($20)
Basic Pricing Scheme
Basic Pricing Scheme
TU mediaMobile Telecom
Company
BroadcastService
•Broadcasting•Contents Sourcing & Development•Network & Platform Mgt.
DistributionService
•Getting Subscribers•Terminal Sales•Distribution Channel Mgt.
More advanced service planned……….
Data Service - Weather, Traffic, Stocks① Provides useful information ② Enables viewing real time information without difficult key action
T-Commerce① Home shopping (CDs, Albums, Fashion, Home appliances)② Tickets (lottery tickets, sporting events, movies, concerts)③ T-Banking/T-Trading
Interactive Service① Voting, SMS② Viewing at different angles③ Sports + Commerce
I. Advent of Mobile Broadcasting Service
II. TU Media
III. TU Media’s Experience and Finding
IV. Cooperation
Attentions fromcustomers and media
Convergence Big Bang Hits 2005 Telecom Market
Most popular products of 2005 highlight practicality. Satellite DMB rank thirdpopular product in 2005.- SERI
"As technology moves ahead, consumers increasingly turn toward digital devices in their lives. Satellite DMB is one of good example."– Koreatimes
Satellite DMB Soars on Baseball Frenzy- KoreatimesNon-Mainstream Media’s
Rebellion Gathering Force
44,00079,000109,000146,000
203,000251,000
301,000372,000
416,000444,000498,000
540,000600,000
MAY
JUNE
JULY
AUGUSTSEPTEMBER
OCTOBER
NOVEMBERDECEMBER
JANUARY
FEBRUARYMARCH
APRIL
MAY
750,000 customersin last 16 months,
subscribednew
MOBILE Broadcasting Service with TU MEDIA
Suburb18%
Urban82%
Our customers are……
※ Note : Based on TU Subscribers on ’05.12
,
Female, 35%
Male, 65%
under 194%
over 4024%
20~2419%
25~2926%
30~3416%
35~3911%
65%
Sex Age Place
Male users are 65% Age Group of 20~30’s are 72% of total user
82% of customers resides in Metropolitan areas
Popular contents are……
* Sport Video Channel showed low view rate
as an average but becomes most powerful channel
with big sporting event.
Ch.Blue GameMovie MBC
DramaSBS
DramaKorean
latest MusicSportsnews
SBS Drama- Comedy
Japan Baseball - Yomiuri
Game ( Final League)
Major League Baseball
Video vs AudioVideo vs Audio Popular channelPopular channel
Popular ContentPopular Content
※ Note : Based on TU Subscribers on ’06.5
Soccer - National Team
audio35%
video65%
User behaviors are……
Usage(Minutes) Customers by usage(%)
Average June July
60.2Minutes
59.3Minutes
59.8Minutes
Under 30
Minutes
30~60Minutes
Over 60 Minutes
19% 30%51%
■ Daily Average Usage (Source : VAS Data)
■ Average Usage time by date
56
49
59.358.7
63.463.7 62.4
40
45
50
55
60
65
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
■ Daily usage per time slot
■ Usage Situation
Usage Situation
(CustomerSurvey)
Usage Situation
(CustomerSurvey)
42%
31%
17%
31%
10%
To relax/entertain oneself
To pass the time
To stay updated (Select Channels
through EPG)
Watch selected channels
Passive User
(73%)
Active User
(27%)
•Mobile Broadcasting do not shows specific prime time while fixed broadcasting shows two big prime times
※ Note : Based on TU Subscribers on ’06.07
0
24
68
10
1214
16
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
TU
FIXED
(%)
(H)
I. Advent of Mobile Broadcasting Service
II. TU Media
III. TU Media’s Experience and Finding
IV. Cooperation
USAKorea
Satellite DAB service is very popular in the US, but is limited to Audio Services. However, DAB providers plan to add Video services and Major MNOs are under evaluation of all platforms.
Korea and Japan successfully launched Satellite DMB Services.
Korea launched T-DMB services from Dec. 2005.
Germany, France, the UK are testing DVB-H as well as T-DMB. S-DMB is also being considered by major MNOs in Europe
Many countries plan to start
Mobile broadcastingChina is looking at open standards similar to DMB and DVB-H, as well as proprietary technologies to be the standard for China
ChinaEU
18%30%
12%22%
Mobile Network Operators
Broadcasters
Government Delegation
18%Satellite Operators
Press etc.50%
50%29%
18%
Asia PacificEU
America
110 delegations from all around the world visited
TU Media to benchmark
Mobile Broadcasting
TU Media is willing to share our knowledge to other countries.
Well designed Marketing and
Promotion Strategy
Technical Know-How and New Interactive and
Dataservice
S-DMB
Contribute to Industry
&Social
Welfare
Develop Data
Service
Marketing Strategy
Contents Strategy
Service Strategy
Terminal Strategy
Develop mobile
contents
Alliance with Terminal
Manufactures
Cooperation with
Major MNOs
Create Interactive
Service
Createright contents for
mobile environment
Suitable and Affordable
Terminal for DMB Service
TU Media Corp.http://www.tu4u.com ( [email protected] )
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