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operators encourage those users
who are not already subscribers to
migrate to new technology?
Historically mobile live TV was difficult
to achieve, primarily due to the lack
of bandwidth available, even on 3G.
Streaming live TV to an individual
device was possible, but connecting
several hundred thousand devices
simultaneously would overload the
network. This is also a problem when
viewing catch-up TV through current
apps. It works fine on one device,
but in a crowded stadium or a busy
shopping centre and it just will not
work. Cloud driven approaches to
live streaming, catch-up TV, OTT and
VOD, along with the availability of 4G
speeds on any device with a data
connection is making mobile live TV
a reality. What is more, for mobile
network operators it is essential
to demonstrate the fundamental
difference that 4G offers a consumer.
Currently user behaviour on 4G
is identical to 3G – mostly web
browsing and social media. Only
when video and mobile TV is added
to operators’ portfolios, does 4G
come into its own.
Developments in cloud technology
allow TV to again be brought
to a mass market and not one
restricted to living rooms. Sky has
put a massive investment into the
infrastructure behind their Sky Go
service, which is designed to offer
just this. Unfortunately the release
of Sky Go onto the cross-range of
mobile device platforms did not go
as smoothly as planned, particularly
on Google’s Android tablets. For a
mobile TV service to really take off
and capture a widespread audience
quickly it is essential that it works
effectively on the myriad of iOS and
Android devices that dominate tablet
and smartphone sales. Users want
to be able to access video content
from anywhere and everywhere.
They want to watch part of the
programme on the train on the way
to work, part of it on the way home
and the rest when they get home.
Effective time management.
Adding television as
a driver of customer
loyalty Mobile TV is about to take off in a big
way. Network providers offering TV
services can quickly enjoy increased
brand loyalty and reduced churn
rates. Traditionally mobile operators
have experienced churn rates as
high as 30%, effectively meaning the
companies need to generate significant
growth in subscriptions just to stand
still. But adding a television service to
either a broadband or mobile offering
sees churn rates plummet. The
huge popularity of mobile video gives
network operators the opportunity to
seriously focus on content and increase
The traditional difficulty for providers
in doing so is the cost and time –
television was complicated to roll out.
It required deals with content providers,
huge investment in infrastructure, it was
expensive and took years to get right.
This is changing. Vision247’s
Perception™ enables a service
provider to set-up a cloud based, live
streaming and VOD service in as little
as 16 weeks. It is designed for service
providers, cable operators, mobile
operators and content owners seeking
to offer on-net, OTT and mobile TV
services, easily and cost effectively.
The same reliable and stable stream
can be delivered to Smart TVs, Set-
top-boxes, tablets, smartphones and
PCs, through one single platform.
Service providers can brand their
TV service, increasing customer
loyalty to their own products and
brands. For mobile network providers,
operating this kind of service also
gives them a means of encouraging
their customers to upgrade to 4G, as
there will be a real, tangible benefit
in doing so. Whether the providers
charge their customers more for the
service or include it as part of their
4G proposition, will depend on a
combination of content, accessibility
and availability, but service providers
can offer elements free with upgrades
for premium content and Pay Per View
for major events.
Cloud computing enables service
providers to offer a personal video
recorder to customers, so they can
record programmes to the Cloud and
stream them at a convenient time. This
is likely to be the future of all content
recording – accessible everywhere and
at any time, via multiple devices.
Conclusion The combination of faster fixed,
wireless and mobile networks with the
availability of on demand storage offers
enables any service provider, from
ISP to mobile network, to seriously
consider TV as an added service. With
a content hungry consumer market
looking for new ways to be entertained,
and services like Perception™
making mobile live streaming TV a
reality, the world of television is being
democratised more than ever before.
Once again, TV is evolving, only this
time it is happening on a bus, a train or
on a park bench.
John Mills is a founder and CEO of Vision247 Ltd a leading provider of multi-screen
IPTV services and technology. Vision’s flagship product, Perception is a telco-grade
IPTV platform offering the world’s most advanced feature set for operators. This
includes cloud-based catch up TV which allows viewers to move seamlessly from
live TV viewing backwards in the EPG for 7 days to watch any program previously
broadcast on any channel. Perception is designed for the way people watch TV
today, allowing single user access to set top box services on multicast private net-
works and OTT access via IOS, Android and Google TV apps.
TV-BAY MAGAZINE: ISSUE 90 JUNE 2014 | 55