Qualcomm Inc.’s highly anticipated MediaFLO mobile TV service is gaining momentum as Sprint Nextel Corp. confirmed it was conducting trials using the network technology and could soon join initial launch carrier Verizon Wireless in offering the service to consumers. The additional support could be crucial as competing mobile TV services come online.
Sprint Nextel said it had branded its MediaFLO trial as “Vue” to help participants distinguish between the trial and its current mobile TV offering from MobiTV, which is delivered via Sprint Nextel’s CDMA2000 1x EV-DO cellular network. The company explained that its PowerVision services provide sports and entertainment news, as well as more than 50 video and audio channels of live and on-demand programming. The carrier has even broadcast a live Bon Jovi concert directly to mobile phones and offers full-length pay-per-view films like “National Treasure,” “Spider Man 2” and “Scarface.”
“Ultimately, customers don’t care about the underlying technology,” wrote Suzanne Lammers, spokeswoman for Sprint Nextel, in an e-mail. “They want a service that is easy to use and delivers a satisfying experience.”
Back in December 2005, Verizon Wireless energized Qualcomm Inc.’s MediaFLO USA mobile TV movement by signing on to use the company’s live multicast service that will be offered via MediaFLO’s own $800 million network. Qualcomm is funding the dedicated network’s construction and has said the network will use the company’s nationwide license for TV channel 55. The chipmaker hopes to allow carriers a way to broadcast data-heavy video services without compromising cellular infrastructure’s delivery of other services, like on-demand video, voice calls and Internet access.
“MediaFLO USA offers operators a dedicated multicast system that enables them to deliver large amounts of high-quality mobile content to subscribers without having to build out and maintain their own networks.” offered Gina Lombardi, president of MediaFLO USA. “It’s a more efficient and cost-effective solution.”
Lombardi, along with Verizon Wireless’ Jim Straight, vice president of wireless Internet and multimedia services, confirmed to RCR Wireless News that the network is set to launch in several Verizon Wireless markets by the fist quarter of 2007. But neither Lombardi nor Straight would provide details about specific markets or projected revenues. When asked how many subscribers Verizon Wireless expects to sign up for its mobile TV service, Straight divulged only, “We don’t do things for thousands.”
And although Verizon Wireless hasn’t announced which vendors are supplying handsets for its mobile TV service, Samsung Electronics Co. Ltd. and LG Electronics Co. Ltd. have announced plans to build phones for the technology.
When asked whether Sprint Nextel plans to use its recently announced WiMAX network to provide mobile TV services, Lammers noted, “With a distinct spectrum advantage and an existing powerful EV-DO nationwide network, Sprint is evaluating several technology options for broadcast. Meanwhile, we are trying to understand what customers want in terms of programming content, their anticipated usage patterns, who will use the service, as well as what customers are willing to pay for the experience. Sprint’s rollout of EV-DO Rev. A by first-quarter 2007 will enhance and broaden the broadband coverage. Our 4G network will also provide a technology option for Sprint to deliver a mobile broadcast experience.”
The fact that Sprint Nextel has several options regarding mobile TV is no surprise, but Lammers’ comments also shed light on the fact that carriers are still trying to determine what kind of content consumers want. MediaFLO said it already has a deal with Network LIVE to distribute their live and prerecorded concerts, interviews with musical performers, comedy performances and other special events.
However, Lombardi declined to comment about content agreements with other content providers, such as CNN, Disney, HBO or the four major TV networks. “We’re in deep discussions to secure content for delivery on the MediaFLO USA service with numerous major content providers. We anticipate having a compelling programming lineup when the MediaFLO USA service is commercially available,” Lombardi said.
Nonetheless, MediaFLO said its market research and consumer trials indicate that subscribers want news, entertainment, sports and kids programming for mobile content.
“The underlying FLO technology is capable of supporting full-length programming, short-format content, audio programming, and real-time entertainment and information feeds. … We are working closely with our launch partner Verizon Wireless on a content line-up that meets the needs of their customers.”
MediaFLO has supporters outside the United States as well, having announced that a MediaFLO mobile TV network will be up and running in Japan sometime in 2008. Qualcomm has been pushing MediaFLO in Japan for some time. In December 2005, Qualcomm and KDDI Corp. established a joint venture to explore broadcasting wireless video programming to subscribers of the Japanese operator. At the time, the companies said MediaFLO Japan Planning Inc. would examine licensing spectrum necessary to build a MediaFLO network in Japan. KDDI agreed to make an initial investment of $85,000 in the project. Also in Japan, wireless carrier Softbank said it would conduct a technical study of Qualcomm’s MediaFLO technology.
Elsewhere, Qualcomm is testing MediaFLO in Europe through an agreement announced in May with digital TV platform operator British Sky Broadcasting Inc. The two companies reportedly tested MediaFLO in the United Kingdom this summer.
Among consumers, MediaFLO’s clearest advantage over the DVB-H flavor of mobile TV appears to its user-friendly factor—faster channel-switching time. MediaFLO claims its takes only about 2 seconds for users to change channels on its service, while a recent DVB-H user trial in Finland found users complaining of switching times of between 10 and 15 seconds.
Qualcomm also touts its service as being power-friendly, claiming its goal is to provide 3.8 hours of view time on a standard 850 mAh battery, about the same as talk time.
But it’s still not clear whether MediaFLO’s low-power design will transfer to devices other than cell phones. When asked about whether the service could run efficiently on laptops and other mobile devices, the company declined to comment. Yet, it’s probably a safe bet to assume that Qualcomm’s mobile TV offering would be available on multiple types of devices eventually.
