"The one message that came out loud and clear from our market research was that people who like TV like the idea of mobile TV," said Jeffrey Lorbeck, senior vice president at MediaFlow, the Qualcomm subsidiary that is deploying the company's high-speed wireless network in the U.S.
But the gulf between the idea and the reality of mobile TV--at least at this point in its development--still presents a few challenges to the consumer. Before TV fans can watch live NBA games or CNN broadcasts on their cell phones, they have to wade through a dizzying number of new video-enabled gadgets as well as special services and technologies, some with impenetrable acronyms like EV-DO and DVB-H.
Adding to the confusion are emerging competitive battles over signal transmission standards. Just this week, a group of companies that includes Intel, Nokia and Texas Instruments announced that they were joining forces to encourage open standards for TV broadcasts to mobile devices. The consortium, called the Mobile DTV Alliance, is, a technology that bypasses mobile networks and broadcasts directly to millions of handsets simultaneously.
include broadcast systems being built by MediaFlo, a subsidiary of Qualcomm that uses a technology called FLO, and Modeo, a DVB-H proponent owned by Crown Castle International. These systems deliver TV programming on networks that overlay existing 3G wireless networks. Another TV transmission technology, , uses existing 3G networks to "multicast" TV signals to subscribers.
Ultimately, of course, it will be up to the wireless providers to decide which technology is most cost-effective for them. But pressure also is mounting to make things more reliable and user-friendly for prospective customers. Research firm In-Stat estimates that 1.1 million people purchased mobile video content last year in the U.S. but expects that number to rise to 30 million in 2010.
For years, stakeholders in mobile television have waited for mass adoption, but TV fans were turned off by the viewing quality of technologies such as streaming video, which, with its sometimes stalling, blurry images, tended to resemble a slide show more than full-motion TV.
The industry has since steadily improved image quality, and companies like MobiTV, which provides the mobile TV service for cell phone operators Sprint and Cingular, are now transmitting data at about 15 to 20 frames per second, according to Jason Taylor, a MobiTV spokesman. In comparison, broadcast TV transmits data at about 30 frames per second.
Emeryville, Calif.-based MobiTV, which has more than 500,000 subscribers, offers more than 30 channels that include live and on-demand content. Sprint customers pay $9.99 a month for MobiTV. Cingular MobiTV subscribers pay $10 a month to get unlimited viewing of 25 channels but must also sign up for a data packageto a $19.99 package for unlimited data usage.
A CNBC broadcast viewed this week on a Palm Treo 650 and carried via MobiTV appeared choppy only infrequently.
Data delivery rates will zoom once carriers move to high-speed networks, says Taylor. For instance, MobiTV's video content is "broadcast quality" when running over Sprint's wireless high-speed data service, or EV-DO (Evolution Data Optimized), Taylor said.
Dutch electronics giant Royal Philips Electronics is preparing