Mobile TV (Version 12) August 12, 2010
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Mobile TV in Japan
Version 12, August 12, 2010
Gerhard Fasol, PhD
fasol@eurotechnology.com
Eurotechnology Japan K. K.
www.eurotechnology.com
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Mobile TV (Version 12) August 12, 2010
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Mobile TV (Version 12) August 12, 2010
Executive Summary
 Terrestrial digital TV uses frequency bands in the UHF section of the radio spectrum between 470 - 770 MHz. Each
station, e.g. NHK, TBS, Fuji-TV is assigned one channel. Each channel is divided into 13 segments + 1 guard
segment. 12 of these 13 segments are used for digital TV to homes, and the remaining one segment (“1-SEG”) is
used for digital mobile TV!
 “1-SEG” mobile TV offers a combination of TV broadcast, data broadcasts combined with homepages, multimedia,
customer clubs and other information and services offered via internet and encoded in BML (Broadcast Markup
Language), which is XML based. !
 This broad and flexible technology platform allows a variety of value added services and media products to be
offered to customers, and opens a new media channel.!
 “1-SEG” mobile TV started officially in Japan on April 1, 2006 after several months of public testing!
 Similar to i-Mode, mobile TV is a platform for service providers, critical for the success of “1-SEG” are high
penetration rates for mobile TV enabled terminals, at the same time as high numbers of services providers.
Currently (2010) about 70%-90% of all mobile phones shipped in Japan are equipped with 1-seg mobile TV.!
 1-SEG broadcasting was SimulCast until March 31, 2008, i.e. the 1-SEG broadcasts are exactly the same as
traditional analog TV. From April 1, 2008, the SimulCast requirement is lifted and new services have started.!
 We expect that 1-SEG broadcasts have the potential to create an important new industry. !
 Given that Japan’s TV industry’s size is about US$ 40 billion, we can easily imagine 1-SEG to grow into a US$ 4
billion industry, i.e. 10% of Japan’s TV industry, of similar size to the mobile internet industry (I-Mode + Ezweb +
YAHOO!-keitai)!
 Mobile-TV using Japanese one-seg (ISDB-T) technology has been introduce in several South-American countries
(Brazil, Peru and Argentina), however broadcasting parameters (e.g. frame rates) are different so that terminals
currently are not directly compatible!
 At this moment (Summer 2010) Japan’s General Affairs Ministry is deliberating about additional mobile TV spectrum
for which NTT-DoCoMo and KDDI (in cooperation with Qualcomm and using MediaFLO technology) are competing.
Either or both may be awarded this news spectrum for next generation mobile TV services.!
©2010 Eurotechnology Japan KK 3! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Agenda: mobile TV
 Executive Summary!
 Mobile TV - overview: multiple services and multiple terminals!
 Digital mobile TV: “one seg”!
 Multiple program: one-seg2, NHK-OneSeg2!
 EPG – Electronic Program Guide (G-Guide)!
 Digital mobile TV: handsets!
 Usage: how many hours/month do people watch mobile TV in Japan?!
 Mobile TV as a strategic tool for operators !
 Data broadcast and link to mobile internet!
 AU’s digital TV appli: Functionality!
 Business models for mobile TV!
 Monetizing one-seg mobile TV!
 Digital mobile TV and m-commerce!
 Digital vs Analog terrestrial TV!
 Digital terrestrial TV for PCs and other terminals (PSP, Nintendo DS…)!
 Japan’s TV industry!
 Japan’s advertising industry!
 BeeTV: “Personal Entertainment Collector”!
 Unlicensed competition via the internet: Packet Radio!
 Next generation mobile TV!
 Annex: International comparison!
 Annex: one-seg internationally!
 Historic appendix: Mobaho!: satellite TV to mobile terminals and mobile phones!
 Summary!
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Mobile TV (Version 12) August 12, 2010
Mobile TV
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Mobile TV (Version 12) August 12, 2010
Mobile TV
 Japanese people spend on average 3:40 hours/day/person watching TV, I.e. about 20% of time
awake, and Japan’s TV industry sector’s size is about US$ 40 billion/year. (for an overview of
Japan’s media industry see: http://www.eurotechnology.com/store/jmedia/ )!
 Several different ways exist to deliver signals (movies, sound, data) similar to traditional TV to
mobile phones, and several alternatives are presently explored all over the the world.!
 In Japan at least four different methods are presently in commercial services and several more are
planned:!
 Digital terrestrial mobile TV “1-seg” (testing since 2005, official start April 1, 2006)!
 Traditional analog terrestrial TV. Especially Vodafone had several mobile phone handsets on the market which
included an analog TV tuner. TV reception is free of charge, the commercial purpose was therefore to reduce
churn: users which were used to mobile TV would have to give this function up when changing to DoCoMo,
which did not offer TV handsets. However, there is no charge for TV reception, therefore the TV offering did
not generate direct income to Vodafone. Analog TV will be terminated in 2011.!
 Satellite TV broadcase “Mobaho” (Mobaho was unsuccessful commercially, has been terminated)!
 Video streaming via the mobile internet data connection. However, due to the limited bandwidth for 3G, we are
only aware of a streaming radio service (packet radio), while we are aware of tests for video streaming!
 Next generation mobile TV in planning!
 Clearly each of these types of TV delivery has strengths and weaknesses, which are now being
tested and developed in Japan’s market. !
 While the press in Europe and US reports market research that consumers are willing to pay US$10,
20, 30 or more per month for TV channel subscriptions to mobile phones, in Japan the TV
reception is free of charge for terrestrial digital or analog TV. Satellite TV, and packet radio
however operate on a monthly fee basis. We expected new business models to evolve and to be
refined over time.!
©2010 Eurotechnology Japan KK 6! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Mobile TV
terrestrial digital TV  At least four types of mobile
satellite
(started April 1, 2006) TV are in operation in Japan
today:!
analog TV Internet  Terrestrial digital mobile TV
(ends July 24, 2011) server (“1-seg”) started on April 1,
2006!
Mobaho  Conventional analog terrestrial
analog TV TV (will be terminated by July
24, 2011, however this date
“1-seg” streaming TV could be postponed)!
digital mobile TV via IP  Streaming TV broadcasts via
the mobile internet data
interface (I-Mode, Ezweb, etc)!
www.eurotechnology.com
(c) Eurotechnology Japan KK
 Satellite broadcasts to mobile
phones by
“Mobaho” (terminated with end
mobile
phone March 2009)!
Nintendo  Next generation mobile TV!
DS PC  Mobile TV can be watched with
a variety of terminals, including
mobile phones, laptops,
SONY PSP
Nintendo DS and SONY-PSP
portable game terminals, etc!
PSP
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Mobile TV (Version 12) August 12, 2010
Mobile TV to Mobile phones
 Four different methods of sending
terrestrial digital TV satellite TV signals to mobile phones are in
(started April 1, 2006) use today in Japan:!
 Terrestrial digital TV broadcasting
analog TV Internet “1-seg” (started officially on April 1,
(ends July 24, 2011) server 2006)!
 Traditional terrestrial analog TV (will
“Mobaho” end on July 24, 2011)!
analog TV  Internet streaming via the mobile
internet data connection on 3G
streaming TV (FOMA/i-mode, Ezweb)!
via IP
 Satellite broadcasting (“Mobaho”,
“1-seg” terminates end March 2009)!
www.eurotechnology.com
(c) Eurotechnology Japan KK
digital mobile TV  In addition, wCDMA (FOMA) also
+ data broadcast provides a circuit-switched 64kbps
digital dial-up channel similar to
mobile video-telephony. However, high
phone video-telephony communication
charges per-minute apply (about
20-30 US-cent/minute)!
 Next generation mobile TV (in
planning)!
©2010 Eurotechnology Japan KK 8! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
1-seg Broadcast vs Streaming over IP�
1seg broad cast! Streaming over IP!
(digital terrestrial mobile TV)� (eg Youtube)�
Quality� Guaranteed (in principle) within Best effort”, limited number of viewers,
reception area, same quality to all quality decreases with # of viewers.!
participants! QoS can be managed and limited
depending on usage and payment plan!
Bandwidth� 312kpbs to all (broadcast)! wCDMA: max 384kbps !
HSDPA: max 10Mbps (currently 7.2Mbps)!
CDMA2000-1x-EVDO: 2.4Mbps!
(decreases with number of active users)!
Content� Broadcasters have legal responsibility Open globally via the internet, !
for content! content control and IP protection is not
IP protection is implemented for stored possible !
programs! (or at least very difficult)!
License� Licensed (broadcasting license and unlicensed�
spectrum license are necessary, and
are controlled by Government)�
©2010 Eurotechnology Japan KK 9! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Terminals for “One Seg” Mobile Terrestrial Digital TV
Market penetration�
Terminal type�
Mobile phones� Currently (2010) about 70-80% of all mobile phones in
Japan are shipped with 1-seg"
PCs� USB external tuners: 300,000 sold!
PCs with internal “one-seg” tuner: 53,000 sold (until
December 2006)!
Car navigation� SANYO, ALPINE and other companies sell car-navigation
terminals with built-in “one-seg”.!
SANYO predicts sales on the order of 100,000/year!
Game Terminals� Nintendo plans to sell external One-Seg tuners for
attachment to Nintendo-DS game terminals!
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Mobile TV (Version 12) August 12, 2010
Digital Mobile TV
“one seg”
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Mobile TV (Version 12) August 12, 2010
Multiple-program:
OneSeg2, 1seg2
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Mobile TV (Version 12) August 12, 2010
NHK’s OneSeg-2
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Mobile TV (Version 12) August 12, 2010
EPG
Electronic Program Guide
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Mobile TV (Version 12) August 12, 2010
Digital Mobile TV
Handsets
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Mobile TV (Version 12) August 12, 2010
How many hours/month
do people watch mobile
TV in Japan?
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Mobile TV (Version 12) August 12, 2010
Mobile TV as a strategic
tool for operators
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Mobile TV (Version 12) August 12, 2010
Data Broadcast and link to Mobile
Internet
(I-Mode or Ezweb)
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Mobile TV (Version 12) August 12, 2010
AU’s Digital TV Appli
Functionality
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Mobile TV (Version 12) August 12, 2010
Business models for
Mobile TV
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Mobile TV (Version 12) August 12, 2010
Monetizing One-Seg
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Mobile TV (Version 12) August 12, 2010
Digital Mobile TV
and M-Commerce
 For an overview of mobile commerce and mobile payment
see:!
 http://www.eurotechnology.com/store/mobilepay/!
©2010 Eurotechnology Japan KK 74! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Digital vs Analog Terrestrial TV
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Mobile TV (Version 12) August 12, 2010
Digital Terrestrial TV
For PCs and other terminals
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Mobile TV (Version 12) August 12, 2010
TV Industry
(until March 31, 2008 “1-Seg” mobile
TV is simultaneous broadcast
(“SimulCast”) with traditional TV)
 For an overview of Japan’s media markets see:!
 http://www.eurotechnology.com/store/jmedia/!
©2010 Eurotechnology Japan KK 89! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Japan’s Advertising
Industry
 For an overview of Japan’s media markets see:!
 http://www.eurotechnology.com/store/jmedia/!
©2010 Eurotechnology Japan KK 94! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
BeeTV =
“Personal Entertainment Collector”
©2010 Eurotechnology Japan KK 96! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Unlicensed Competition
Via the Internet:
Packet Radio, YouTube
 More details in our report “Mobile Music in Japan”:!
 http://www.eurotechnology.com/store/momj/!
©2010 Eurotechnology Japan KK 103! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Next generation
mobile TV
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Mobile TV (Version 12) August 12, 2010
Annex
International
Comparison
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Mobile TV (Version 12) August 12, 2010
Annex:
OneSeg - international
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Mobile TV (Version 12) August 12, 2010
Historic appendix:
“MOBAHO!” Satellite TV to
Mobile Terminals and
Mobile phones
Mobaho! Services started on October 20, 2004 and have ended. All services
will terminate with the end of March 2009.
This section is included as a historic appendix.
©2010 Eurotechnology Japan KK 119! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Summary
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Mobile TV (Version 12) August 12, 2010
Summary
 “1-SEG” digital mobile TV started officially in Japan on April 1, 2006 after public trials in
2005/2006 and we expect this new media sector to grow into an important new industry. Sales
could potentially reach US$ 4 billion in the future !
 “1-SEG” mobile TV offers a combination of TV broadcast, data broadcasts combined with
homepages, multimedia, customer clubs and other information and services offered via internet and
encoded in BML (Broadcast Markup Language), which is XML based. !
 Until 2008, 1-SEG broadcasts was exactly the same as traditional analog TV channels with
additional internet content, multimedia, quizzes or information. From April 1, 2008, licensing
conditions changed and the 1-SEG sector has been opened to newcomers. First new One-Seg
specific programs are starting in spring 2009!
 Broadcasts via the mobile phones wireless internet connection, eg by YouTube, represent
“unlicensed” competition to 1-SEG digital mobile TV. 1Seg requires licenses, IP-TV, e.g. by YouTube
requires no licenses.!
 Japan’s one-seg (ISDB-T) technology is also used for mobile TV in several South-American countries
(Brazil, Peru, Argentina), although the terminals are not directly compatible!
 Currently (summer 2010) Japan’s General Affairs Ministry (the Regulator) is considering the award
of additional spectrum for next generation mobile TV. NTT-DoCoMo and KDDI/MediaFLO (in
cooperation with Qualcomm) are competing to be awarded this new spectrum. The decision is
expected during summer 2010.!
©2010 Eurotechnology Japan KK 124! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
More information:
 Blogs:!
 http://fasol.com/blog/!
 http://eurotechnology.com/blog/!
 Reports:!
 http://www.eurotechnology.com/store/!
©2010 Eurotechnology Japan KK 125! www.eurotechnology.com

Mobile TV (Version 12) August 12, 2010
Contact
 Eurotechnology Japan KK!
 http://www.eurotechnology.com/!
 CEO: Gerhard Fasol PHD!
 Fasol@eurotechnology.com!
 Mobile: +81-90-8594-6291!
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