This document provides an overview of MobileTV and proposes a recommendation engine and video monetization platform called BC$. It discusses problems with MobileTV adoption in Canada and proposes solutions. Key points include establishing an interoperable standard for tracking user behavior to provide incentives to consume content and facilitate an ecosystem between content producers, advertisers, retailers, and carriers. The BC$ platform would provide relevant content recommendations and monetization opportunities through ads and subscriptions.
4. MobileTV | Problems | Solution | BC$
| Demo
IUJ
50+ nationalities
• 4 Masters Degrees
• Top MBA program (Japan)
90 min.Tokyo • 1st E-Business Degree (Asia)
1 world record • 2nd Biggest Economy
5. MobileTV | Problems | Solution | BC$
| Demo
Shocked at the time…
Credits: Dr. Philip Sugai, Associate Dean of IM @ IUJ
6. MobileTV | Problems | Solution | BC$
| Demo
MoCoBe
Make sense of Japan’s Mobile market
7. MobileTV | Problems | Solution | BC$
| Demo
What is MobileTV?
Video displayed on a Mobile
Regular TV Broadcasts?
P2P, downloaded TV Shows
Streamed Video-on-Demand
Pre-recorded Programs on DVR
Slingbox? iPods? PSP?
RFID-controlled Billboards???
8. MobileTV | Problems | Solution | BC$
| Demo
Domain Overview
Mobile - An object having the ability
of motion or change, but not necessarily
being in motion or changing.
Mobility then, has 2 defining qualities:
portability
variability
TV - Any telecommunication system
used for broadcasting and receiving
moving pictures and sound over a
distance
Mobile TV?
Any adaptable video or audio signal transmitted to a display
(possibly, but not necessarily while on the go)
9. MobileTV | Problems | Solution | BC$
| Demo
OneSeg-MediaFlo Japan
One-Seg Data Service
(BML)
Ads PPV, VOD
11. MobileTV | Problems | Solution | BC$
| Demo
Japan
World’s 2nd Largest Economy
Most advanced MobileTV & Mobile Data
networks
2nd Highest Adoption
WHY?!?
12. MobileTV | Problems | Solution | BC$
| Demo
Canada
Wireless Cellular Data Services long kept
unaffordable to most Canadians…
13. MobileTV | Problems | Solution | BC$
| Demo
Decreasing Voice ARPU
May be only way to save falling Voice ARPU
14. MobileTV | Problems | Solution | BC$
| Demo
Increasing Data ARPU
“Almost 50 cents of every dollar flowing into
the Canadian telecom sector now comes
from cellular or Internet service”1
1 – Grant Robertson, Globe and Mail: Cellphones, Internet step to the fore
15. MobileTV | Problems | Solution | BC$
| Demo
Data ARPU Opportunity
Loads of room for growth in Canada
Need platforms, policies & standards
16. MobileTV | Problems | Solution | BC$
| Demo
Plenty of Distractions
• Useful to look back to a time when Telcos
Banking
Gaming Payments
Messaging Internet
Mobile
Lifestyle
Voice Movies
TV Music
…were most innovative & profitable
17. MobileTV | Problems | Solution | BC$
| Demo
What Telcos Were NOT
TV Studios Banks
TV Broadcaster E-commerce Providers
Movie Studios Translation Services
Web Portals
Record Labels Search Engines
Game Manufacturers Cartographers
Content Producers Travel Agents
Ad Networks Web Design company
18. MobileTV | Problems | Solution | BC$
| Demo
What Telcos Were
TELEPHONE COMPANIES
19. MobileTV | Problems | Solution | BC$
| Demo
Proposal
Worry about Spectrum Auction
Promote Entrepreneurship
Realize benefits of Data Services and
Impact of 3G devices (iPhone, Bold, N95)
Recognize lack of ecosystem, help fix it
Electronista: BlackBerry Bold official, beats iPhone to 3G
20. MobileTV | Problems | Solution | BC$
| Demo
Personal Agenda?
Mobile Streaming works in Europe, South
Korea, Malaysia, Japan, USA, etc…
NOT CANADA… WHY?
Handsets DO support it
Network does not
REQUEST
Open RTSP streaming on all Mobile Networks
21. MobileTV | Problems | Solution | BC$
| Demo
BC$ Proposal
Behavior Content Money
Categorization Recommendation Monetization
BC$ is a Recommendation Engine and
Video Monetization Platform
23. MobileTV | Problems | Solution | BC$
| Demo
Business Model
1. Content providers will release the rights to their content to be Recommended through BC$
2. Available content is catalogued for Advertisers’ consideration, preferred placements, targets
3. Advertisers will immediately place bids, however in “Matchmaker” style rather than “Auction”
4. Online Retailers must take a risk by offering store credits to account for the virtual currency
5. Virtual currency earned through TRUSTED Recommendations drives E-commerce sales
6. Content Producers are monetarily rewarded when their content produces sales, or, BC$
7. Carriers claim a percentage of Ad Revenues / Subscriptions to cover Data Service fees
Content Producers
Carriers
Advertisers Online Retailers
24. MobileTV | Problems | Solution | BC$
| Demo
Closing Thoughts…
Content Publishers & Service-providers
need to cooperate, not compete, in order
to provide the highest quality, most
relevant content to users
We must learn from the mistakes of the
Japanese Walled-Gardens, and benefits
of the Japanese Ecosystem model
25. MobileTV | Problems | Solution | BC$
| Demo
Call to Action
Looking for Developers to contribute to
ongoing OpenRecommender project
Angel Funded, seeking Round 1 Capital
to sustain Beta growth by January 2009
In Canada, plan to…
Fight for ubiquitous RTSP (if necessary)
Begin talks with major players (among others)
26. MobileTV | Problems | Solution | BC$ |
Demo
DEMOS
Network YouTube Integration On Mobile
BC$
BC$
Wiki
Blog
Forums
SNS
Facebook * (Browser Plug-In… accesses site)
MySpace *
Value
Yoshonet
28. eMobile
Small number of loyal, happy subscribers
“New kid in town”
Wireless Data Services
Over Wi-Fi
Wi-Max
3G network
MobileTV (OneSeg)
1st to Introduce 7.3Mbps Download
29. Softbank
Lowest subscriber Churn, Highest Growth
Largest % of University-aged & early-
career (20-28yrs.) subscribers
Considered safest for kids, kodomo keitai
Easy, Low-cost, Convenient, No-nonsense
30. KDDI (au)
2nd Biggest Market Share
Largest % of Female subscribers
Largest % of teen (13-19yrs.) subscribers
Stylish, Hip, Fashionable, Cool
31. NTT (DoCoMo)
Largest Market share
Largest % of Business subscribers
Largest % of Male & Senior subscribers
Trust, Status, Premium, Power-user, Takai
32. NTT Group
As of March 31, 2005, the NTT Group
had grown to 542 companies and
201,000 employees worldwide
38. Japan’s Business Model
Handsets
Manufacturers
Relevant Content & Advertisements 4
Content
2 Broadcaster 3 Mobile Carriers
Aggregator
1
Content 8
Provider 5
7
Advertising
Advertiser 9 End User
Agency
Retailer
6
Content Flow
$$Money Flow Interacts with Ad link
39. Explanation of Japan’s Mobile TV Biz-Model 1
OneSeg (Broadcast via terrestrial)
Content providers provide content to content aggregators and this content moves to
1 3 broadcasters when requested, through the exchange of money for content.
Mobile carriers have to pay extra $ to handsets manufacturers for the added
4 features (ability to watch live TV & longer battery)
Broadcasters offer end-users the ability to watch live TV by using OneSeg services
5 over the 3G Networks via Mobile carriers, free of charge.
This model will work if end users will interact with the ads displayed while watching
6 TV on their mobile. Every time end users click on the ads or buy things through M-
Commerce then it will create critical money flow through the system.
When end users click on an ad and make a purchase, then a portion of this money
7 will flow to mobile carriers; the remaining money will be shared with broadcasters,
producers and publishers.
Since it’s free for the end user, advertisers will clearly support the entire ecosystem.
8 9 Advertisers will pay an advertising agency money to create an ad and the agency
will pay money to broadcasters to air their ads.**
**The One-Seg FREE TRIAL period comes to an end at the end of the fiscal year, future unclear!!!
(Early reports indicate that users are opting for ad-supported, or premium, subscription service)
48. On Entrepreneurship
Focus on what it is you do best…
(hold on to key profit sites)
Innovate around your core products and
services; partner, align, outsource on others
Myriad of ways to integrate voice into
interesting and useful new applications…
Encourage New Business developments
which would promote high data bandwidth
consumption, driving Data ARPU
49. Spectrum Auction
Companies currently vying for Spectrum are:
Younger
Likely to be considered Hipper
Hungrier
Less to lose and more to gain than you
More motivation to innovate (must innovate or die)
Driven to displace old models
Driven to displace YOU
50. Ecosystem: What would you
Prefer if you ran a Telco?
Money from content providers? Individuals?
Meager amount of subscribers currently willing
to pay for small chunks of content?
~OR~
A healthy portion of the advertising revenue, on
large-scale service and to keep track of how
your handsets/services are being used
To “better serve” consumers, right!?
51. Solution
Establish a North American, interoperable
standard for tracking users’ behavior and
actually provide incentives for them to
tune into the network to watch
Meter their behavior securely & privately
Become facilitators of the ecosystem
54. P2P: Missed Opportunity
REWARD Peer-2-Peer file sharing!!!
WHY persecute users?
Because they happen to like a particular TV show to
want to have a copy to watch at any time?
(P.S. They can relieve stress on your resources with the right model)
Just don’t let them circumvent your Ad model,
unless they’re willing to pay a subscription fee
Everybody is happy
(users get content, you maintain control)
55. Our Mobile Future
What Japan, South Korea (and all of us)
are ultimately headed to, is:
Middleman-Optional Publishing
Middleman-Free Distribution
Metered P2P Content Co-Creation
That’s a lot of speculation, but it comes
after hearing from & interviewing some of
the brightest in the Mobile Industry
56. Our Purpose
Intelligent Program Recommendations
Reliable, Transparent Content Recommendations
Collaborative Filtering plus Trust Hierarchies
Comprehensive Parental Controls
Smart Advertising
Ad Relevancy
Inferred Product Placements
Integrated Contextual & Behavioral
Search-result to E-Commerce buy Relevancy Matching
Agent-based (automated) Retrieval
Skip time-consuming search process whenever possible
57. BC$ Proposal
Mobile community & industry stakeholders must
work together towards commonly accepted
software standards
As a matter of standards:
Open Source standard – each company provides its own unique,
value-added services atop free/open software (depends on license)
De Facto standard – one major company champions software, may
open through APIs or keep closed (not suggested in “Web 3.0”)
Hybridization of standards – one company develops / releases to
open-source community… RFC for improvements, CSV to track, sell a
non-public “enterprise version” and support companies in adhering to
the standards
*SUGGESTED METHOD*
58. Where we’re going…
Defensive Publication for IEEE (May, 2008)
Releasing Ontology & Description Logics as
open source (Hybrid) project
(by July, 2008)
Searching 1st-Round of Funding (by Fall 2008)
Launching Beta – brand new type of social
media service & content portal (by Jan., 2009)