Editorial
All of us are aware of industrial innovations that become so successful that they enter the English lexicon as a generic term. For example, “to hoover” is now a readily accepted alternative verb denoting “to vacuum”. This is, of course, due to the remarkable success of William Henry Hoover’s invention – the vacuum cleaner - which he named after himself and has gone on to become an indispensable part of all our lives in the Western world.
In the last seven years two more words have entered the language due to the enormous impact their product or service has had on the public consciousness – they are of course, Google and iPod. “To google” is now a frequently used verb that indicates the use of the website to search for something online. In many ways the inference is that if it is not on Google, it somehow doesn’t exist; a powerful brand signifier. Likewise, the Apple “iPod” has become the generic term for any MP3 player – much to the chagrin of its competitors, like Creative, who were in the field before Apple. In fact, Apple are now trying to patent the word “Pod” in the US to stave off parasitic enterprises who are using the term for their benefit.
However, it is worth considering the uphill struggle any innovation faces when coming into being – something that is often forgotten when the innovation has taken root in the consciousness and is simply deemed an “overnight” phenomenon. To quote Arthur Schopenhauer, “All truth passes through three stages. First, it is ridiculed. Second, it is violently opposed. Third, it is accepted as being self-evident.” |
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To put it in context, these comments were posted the day after Steve Jobs first unveiled the iPod at the Mac Expo on 23 October 2001. (note: these are verbatim posts with spelling mistakes!)
“I still can’t believe this! All this hype for something so ridiculous! Who cares about an MP3 player? I want something new! I want them to think differently! Why oh why would they do this?! It’s so wrong! It’s so stupid!”
“It’s now at the online Apple Store! $400 for an Mp3 Player! I’d call it the Cube 2.0 as it wont sell, and be killed off in a short time…and it’s not really functional.”
“All that hype for an MP3 player? Break-thru digital device? The Reality Distortion Field is starting to warp Steve’s mind if he thinks for one second that this thing is gonna take off.”
“Any way you spin this it is: 1. Not revolutionary. Big capacity mp3 players already exist. With Creative Labs’ entrance into the firewire arena, future nomads will have similar specs and better prices. 2. A bad fit. This product is outside Apple’s core competancy - computing devices. When many are calling for a pda, they release an MP3 player. 3. Without a future.”
“Here’s to another bullet in the foot…”
“This iPod is for spoil rich kids with insane parents or an Apple fan as fannatic as a Taliban. It has good features but forget about getting it for $399!!!! Never, who gets that thing is a very stupid person. Steve Jobs is under terrible consuling or is under too much pot. This propusal is not realistic at all. If Apple does something like this again is going down.”
“Won’t last. Another Cube.”
“In its current incarnation, the iPod will fail because it’s being sold into a relatively small market, and due to its limited functionality and high price. It’s another Cube, and I can’t understand why it’s so plainly obvious to us but not to Apple.”
It would be wonderful to track down these individuals and see what kind of humble pie they are eating now. Of course, not all the forum was negative but it still is amusing to look back at how such an innovation like the iPod was initially rejected by generally die-hard fans of Apple.
In reality, the Holy Grail of digital media is always the “Killer application”. How they are found is as much a matter of luck as it is of perseverance and hard-won experience. Most importantly, one needs to avoid the “nay-sayers” who lurk as much in the hidden anonymity of the chat room forums as they do in the back of the entrepreneur’s mind. Who knows, you too might come up with an idea that ends up as a word in the Oxford English Dictionary. Certainly, listening to the cynics will not lead you there.
Mobile Telly? - What next!
Peter Erskine, CEO of mobile network operator mm02 at 3GSM conference in February 2006 warned about "pushing new technology at consumers that isn't quite ready." The telecom industry, he said, has been known to do this, scaring consumers away instead of attracting them to new services. The underlying inference of course was a number of technologies from the recent past. Notably, WAP, the Wireless Application Protocol pushed out on GSM networks that was initially a disaster. Also, 3G, which is still desperately trying to re-coup the enormous down payment made by the global networks for access to spectrum in a number of countries. However, the more immediate reference was to a new technology around which there is an almighty scramble – namely, Mobile TV.
A Mobile TV service, which is broadcast to handsets from television towers, offers huge growth potential but is still not without its technical and spectrum challenges, according to Erskine. |
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"The broadcast service has much better picture quality than the streamed service, plus it offers more channels," he said. "We're very interested in it."
O2, acquired last year by Spain's Telefónica SA, has conducted a Digital Video Broadcasting-Handheld (DVB-H) test in the U.K. Participants in the test watched an average 3.5 hours of mobile TV per week, according to Erskine. More than 80% of them said they would subscribe to a broadcast mobile TV service, he said.
Erskine’s comments were backed up at the same conference by Peter Bazelgette, Chief Creative officer at Endemol: "We need to put time and money into developing creative applications."
Endemol are the company behind the pioneering Big Brother concept which has paved the way for media convergence in terms the interaction between mobiles, internet and the television broadcast. In Ireland, both O2 and 3 have obtained test licences from ComReg to conduct Mobile TV trials over DVB-H, one of the competing mobile broadcasting technologies. Vodafone have eschewed the DVB-H route and instead have teamed up with Sky to offer a 3G stream of Sky programming through subscription.
So what exactly is Mobile TV?
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Source: Alcatel: Mobile Broadcasting: Extending The Mobile Experience with Efficient Content Delivery
Many readers may remember the small mobile TVs that were available during the eighties – mainly in black and white - and some were even built into rather lumbering wrist watches. In many ways, the technology is still the same – except it is now a digital receiver rather then an analogue receiver. Where confusion sometimes arises is the perception that Mobile TV is part of the operators’ data networks that manage voice calls and other data. In fact, it is completely separate and that is what perhaps makes it puzzling for the network operators. In the case of DVB-H, the most popular mobile broadcasting technology, the digital broadcast signal is transmitted from the same aerial that normal digital terrestrial television signals are broadcasted from. Instead of an aerial on your roof, your mobile phone picks up the signal through an aerial built into your phone. The signal is decoded within the circuitry of the phone – much like a built-in set top box – and displayed on your mobile screen. You choose the broadcast, in much the same way as you might choose your network when you are roaming abroad with your mobile.
So in many ways, mobile TV is identical to traditional television broadcasting – the phone picks up a one-way broadcast stream and displays it. One can understand why the broadcasters are interested, but why are the network operators interested if it distracts you from making lucrative phone calls or accessing data over their own networks?
Well, at present, the business case is still unclear and for that reason, certain operators, like Vodafone, are concentrating on their 3G business. However, what is certain is that the handset manufacturers – who are eager to break away from the hegemony of the mobile operators – are keen to build these extra technologies, like DVB-H and Wi-Fi, into their phones to increase sales – especially to a younger demographic. Also, there is a business case to be made that the operators can charge subscription fees for access to the Mobile TV broadcast. Likewise, the readily available back-channel provided by the mobile network is also another potential source of revenue; in other words, interactive TV on your phone. You can vote, send texts, send videos, instant message with your favourite television programme etc. Likewise, you could request clips or videos from your favourite TV programme which could be sent to you down the 3G network. Either way, there is a valid case for network operators generating some sort of revenue model.
For the broadcasters and content creators, it is just one more platform for them to reach their audiences – and like wise for the all-important advertisers.
Currently, DVB-H is the front runner in terms of technologies. However, there are other competing mobile broadcasting technologies – such as Media Flo (a proprietary technology from the US) and Digital Audio Broadcasting (which originally was formulated for Digital Radio). Also, MMBS (Multi-Medi Broadcast/Multicast Service) is a technology that uses UMTS specifications (i.e. a 3G Network). However, a telecommunications system, even one implementing a multicast element such as MBMS, is fundamentally a symmetrical bi-directional system, i.e. one-to-one. Thus, networks can easily become overloaded when they implement broadcast services such as video – particularly if they prove popular.
A second point is that the revenue that you can generate per minute per subscriber is gong to be less than the core voice and data services offered over 3G networks. This would suggest that operators would be better off using their telecoms network for the delivery voice/data services, and another one (with a lower cost per bit) for the delivery of video and other broadcast services. This, again, points inextricably to DVB-H as the broadcasting technology of choice – especially in a European context.
DVB-H trials are now underway in Helsinki, Dublin, Berlin, Oxford, Pittsburgh, Paris, Madrid, Sydney, South Africa, The Hague, Bern and Erlangen, In October 2005, Telecom Italia Mobile (TIM) and media group Mediaset announced an agreement to broadcast live television to mobile phones in Italy from 2006 using DVB-H technology. TIM said it would provide broadcasts of Mediaset's three TV channels and football on mobile phones for five years from 2006. The commercial launch in Italy was made in time for the world cup – and outlines the fact that sporting events are a major driving force for Mobile Broadcasting.
In Ireland, O2 DVB-H trials took place during the Ryder Cup (which was sponsored by O2) and although guests were asked not to bring mobile phones, a limited few were allowed to use DVB-H enabled phones to view RTE1 and Sky Sports broadcasts of the Ryder Cup. |
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Anecdotally, the immediate benefit that users saw was the ability to follow the action of live sporting events as they happened concurrently. Wimbledon would be another case in point. It also suggests a potential market for broadcasting at entertainment events as narrow-casting. This would mean setting up a broadcast transmission for a limited geographic area which might include backstage interviews at music festivals or added value material alongside the main show.
But, other then sporting and entertainment events, will anyone really want to watch television on a mobile phone?
The Finnish Pilot (http://www.dvb-h.org/Services/services-helsinki.htm) trial has shown that about 60% of the viewers of the trial felt that the service would become popular. Further, 40% of viewers felt that they would either acquire a DVB-H capable phone at the time of purchase of the next phone, or when usage has become more common. |
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A further 47% felt that they could well subscribe to the service and acquire a DVB-H phone in the future. In short, the trials so far show that people like watching TV on mobile phones. Similar results were reported in the interim report on the Oxford Trial by O2. (http://www.dvb-h-online.org/Services/services-oxford.htm)
In a recent focus group in Dublin that The Hub attended, feedback from potential users from 18 -24 were, included the following:
“The focus should be kept on things which people 'need' to see; something which, in missing, they may be putting themselves at a disadvantage. My own personal example would be sports - being able to watch Match of the Day or any sort of highlights programme on my phone would most certainly be something I'd subscribe to - even on a match-by-match basis.
Coronation St, Eastenders etc. would also be viable options, especially given that they're broadcast at a time when many people are travelling home from work….People will be watching these things to be informed - to a plotline, a scoreline, etc - rather than to be entertained.”
In many ways, these comments get to the nub of the problem: Mobile TV is still essentially an old-fashioned broadcast medium – albeit that the transmission is digital. What the younger demographic are looking for and what the increasingly fragmented television mediascape is trying to provide – is content on demand. The audience progressively want what they want when they want it. To this degree, Mobile TV broadcasters and stakeholders may need to collaborate with network operators to provide a bit of both. Mobile TV doesn’t NEED to involve anyone other than the broadcast network operator, and the service provider. However, there are many reasons why a co-operative approach may be judicious. For example, many countries have mobile phone models which see the phones being subsidised by the operators, and to have mobile TV on such phones would require some co-operation between the mobile TV operator and the telco. Billing is going to be a key element to the success of mobile TV, and telecoms operators typically have sophisticated billing infrastructures in place – and a subscription model is that favoured by viewers according to the DVB-H trials underway.
On the other hand, there are countries where the regulatory model prevents free-to-air broadcasters from becoming involved in pay-TV services on terrestrial networks. In such an environment, DVB-H could be considered for broadcasting to handhelds, e.g. suitably equipped mobile phones, PDAs, etc. And in this environment, the co-operative approach may have less benefit.
In Ireland, a Pilot Network Mobile TV trial project has been developed recently in The Digital Hub with the express intention of bringing all these stakeholders together to look at the wider possibilities and issues of Mobile TV and how it can appeal to a wide audience. More details will follow as the project gains traction so watch this space!
News
November 6th: IMMIX '06 - DCU Multimedia showcase
Location: Digital Exchange, Crane Street, The Digital Hub, Dublin 8.
Time: 4pm-8.30pm
Price: Free
Graduates of the B.Sc. & M.Sc. Multimedia from Dublin City University exhibit their work.
More Info: www.immix06.com
November 9th: Student Creativity Day
Time: 9 - 6pm
Location: Digital Exchange, Crane Street, The Digital Hub, Dublin 8
Sponsored by Dyson, supported by IDI and Design Ireland
More Info: info@designireland.ie
www.designweek.ie
Events
Nov. 2nd: Internet Marketing for 21st Century Businesses
Location: Corrib Great Southern Hotel, Galway.
Time: 9am - 1pm
Price: EUR265
How to design and build an effective internet marketing campaign for sales lead generation. This morning seminar will describe and demonstrate in non-technical terms the latest and most effective online techniques for building a qualified sales pipeline for any business - national and international. Aimed at senior marketing and sales personnel, small business owner-managers and individual professionals.
More info from: seminars@praxisnow.ie Tel: 0868103183 http://www.praxisnow.ie/seminarsGalway.html
November 3rd: eMobility - the EU Mobile and Wireless Communications Technology Platform
Location: O'Connell Suite, Burlington Hotel, Dublin 4.
Time: 10am
Price: FREE
Enterprise Ireland / EPISTEP / Investnet invite you to a half-day Seminar. Speakers Include: Dr Fiona Williams, Ericsson Research, Germany; Derek Gallagher, Co-Chair EPISTEP Program / Targeting Innovations; Mark Roddy, Product Manager, Lake Communications; Miguel Ponce de Leon, Scientific Manager, TSSG, Waterford Institute of Technology; Dawood Ghalaieny, Managing Director, Cellusys. Topics Include: "Overview and benefits of participation for Irish Companies", "Perspectives on eMobility and EU collaborative research", "The EPISTEP Project - Enabling SMEs great access to European collaboration".
More info: niamh@investnet.ie or Tel: +353(0) 1 700 8506 Fax: +353(0) 1700 7555
http://www.investnet.ie
November 10th: Breakfast Briefing: Put your Business on the map with Oracle & eSpatial
Location: Dodder Dargle Room, Conrad Hotel, Dublin.
Time: 8am
Price: Free
Over 70pc of information used by Business and Government has a geospatial element. Organisations are increasingly recognising Spatial Information Management resulting in a revolution in digital mapping and web applications. Organisations need the right Geographic Information (GI) strategies and tools to realise the potential in GI to deliver increased internal efficiencies and online service delivery. This free event will give you the knowledge to take the next step in integrating mapping technologies - regardless of what stage your organisation is at. Complimentary Breakfast will be provided, along with an opportunity to network with your counterparts in similar organisations. In addition, Sales & Technical staff from Oracle and eSpatial will be on-hand to discuss any questions you may have.
More info: opower@espatial.com Tel: +353 1 8708805 http://www.espatial.com/archives/2006/11/espatial_oracle.html
November 14th – 16th: IDATE DigiWorld Summit 2006
Location: Le Corum: Montpellier, France
Time: 9am
Over the past 28 years, IDATEs International Conference has earned its reputation as a cornerstone event for taking stock of the changes at work in the Broadband, Mobile and Media industries. A veritable international platform for debate and discussion, following through on the success of its 2005 edition this year's DigiWorld Summit will once again provide an opportunity to examine those events that marked the year gone by and those which will constitute the key challenges for the years ahead. More information on the many Seminars & Workshops can be found on the website.
More info: ajacquot@pressetech.fr Tel: +33 (0)1 56 56 64 64 Fax: +33 (0)1 56 56 64 60
http://www.digiworldsummit.com
November 15th: E-Crime -- Who is watching over you?
Location: The Morrison Hotel, Ormond Quay, Dublin 1
Time: 9:30am
Price: Free
The seminar provides insights into: Pharming, Phishing, Key-logging and Spyware. Presentations to cover: Ways to better protect networks and users from Spyware, phishing and pharming scams, bit networks and key-logging. The impact of spyware on network stability, security and performance. Protection of your user’s on-line identities. The seminar is complimentary for qualified IT Professionals, including IT directors, system administrators, IT managers, and other related professions.
More info: events@entropy.ie Tel: 353 19 2940199 Fax: 353 19 2940121 http://www.entropy.ie/ev_upcoming.asp#Stopping
November 16th: Net Visionary Awards
Location: Fitzpatrick Castle Hotel, Killiney, Dublin
Time: 18:30
Price: EUR195 (Tables of 10+ available at a discount)
Over 350 Industry leaders, entrepreneurs and business owners will attend the The Net Visionary Awards, now in its eighth year. The event is recognised as one of the highlights of the events calendar and has become the most respected internet awards, honouring individuals for their contribution to the Irish Internet Industry. Nominated by colleagues, clients, and peers, voted on by industry professionals. To enter a nomination or obtain details on attending the awards ceremony visit the website.
More info: fergal@iia.ie Fax: (01) 453 5707
November 23rd: Essential eBusiness Practices
Location: Fitzpatrick Castle Hotel, Killiney, Dublin
Time: 2pm
Price: EUR25
The IIA and Dun Laoghaire County Enterprise Board jointly present this half day seminar, designed to help you maximise your online presence by developing content designed to appeal to users and search engines, by showing how to integrate eCommerce and ePayment solutions into your website utilising a practical case study example. We are delighted that John McElligott, Head of Customer Development eBay Ireland, and Cameron Ross, MD Newmedia will present at this seminar.
More info: events@iia.ie Tel: (01) 494 8400 Fax: (01) 494 8410
http://www.iia.ie/events.asp?eventid=94|
November 23rd: The 'Spring Framework' Workshop
Location: O'Callaghan Mont Clare Hotel, Merrion Square, Dublin 2
Time: 8:30am - 12.30pm
Price: Free
DeCare Systems Ireland (DSI) and Interface 21 (I21) host the first Spring Framework Workshop aimed exclusively at the Irish Public Sector. In this half-day workshop, Spring founders, I21 and industry experts, DSI, will share how the Spring Framework has emerged as the de facto standard for developing flexible, easy-to-configure enterprise business applications. This is a technically focused Java/Agile/Open Source Event.
More info: nmalonenessa@decaresystems.ie Tel: 021 4925 110
http://www.decaresystems.ie/downloads
November 23rd: IDC's Mobility and Telecommunications Convergence Conference 2006
Location: Jury’s Ballsbridge Hotel, Pembroke Road. Dublin 4
Time: 9am
Price: Free for 1st 100 registrants, then EUR550
In order to realise the true potential offered by mobile working, organisations must move beyond providing e-mail to delivering secure access to real-time line of business applications. IDC's Mobility and Telecommunications Convergence Conference explores the evolution of the mobile enterprise, from infrastructure and security to device management and access to critical business intelligence. Delegates will be given the opportunity to listen to experts providing an independent view. Full details of the programme can be found at the website.
More info: |kobrien@idc.com Tel: +44 (0)208 987 7166 Fax: +44 (0)208 995 7224
http://www.idc.com/ireland/mobility06
November 27th – 30th: Art Collective 60.2 Group Show
Location: Dublin City Council, Civic Offices, Wood Quay, Dublin 8
Time: 5pm
Price: Free
Running for four days, the art collective 60.2 holds their first group show comprising of works across a broad range of mediums including video art, as well as the more traditional modes of painting and sculpture. Preview 7pm.
More info: info@sixtypointtwo.com Tel: 086 863 4596
http://www.sixtypointtwo.com
November 29th: it@cork Annual Conference -- Business without Boundaries
Location: Rochestown Park Hotel, Cork
Time: 8am
Price: EUR275 for it@cork members, EUR375 for non member
This year's conference investigates the global market through a great mix of national and international speakers. The conference boasts an international flavour with experts from Ireland, the UK, France, Germany and the USA sharing their experiences. Guest speaker, Eddie Hobbs tackles the issue of risk and return from property investment, versus more intangible technology based returns. On using emerging technologies to attract global customers and increase profits for businesses in the shortest possible time, Conor Kenny from online bookseller Kennys.ie, discusses the challenges of bringing products and services from the 'high street to the globe'. The UK based Hugh MacLeod, reported to be the most popular blogger in the UK, demonstrates how new technologies can be used to gain scale and capture customers on a global basis, allowing companies to build successful businesses with value. This and much much more will form this year's Business without Boundaries. Please visit the website for comprehensive speaker and topics information.
More info: admin@itcork.ie +353 (0)21 230 7011 Fax: +353 (0)21 2307046 http://www.itcork.ie/index.cfm?page=events&eventId=73