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Unlimited mobile TV: the multiscreen experience Jorge G. Pascal Technical Sales Mgr – Applications Unlimited mobile TV: the multiscreen experience Jorge G. Pascal Technical Sales Mgr – Applications BD

1 2 Multi-Screen & mobile TV All Rights Reserved © Alcatel-Lucent 2008 1 2 Multi-Screen & mobile TV All Rights Reserved © Alcatel-Lucent 2008

Unlimited Mobile TV: Everywhere and on every device Indoors Handheld TV PC TV Outdoors Unlimited Mobile TV: Everywhere and on every device Indoors Handheld TV PC TV Outdoors On the Road Vehicular TV A key enabler for multi-screen mobile TV 3 All Rights Reserved © Alcatel-Lucent 2008

Business Drivers for Multi-Screen § Clearly a Multi-Screen Lifestyle is in-demand § Alcatel-Lucent Primary Business Drivers for Multi-Screen § Clearly a Multi-Screen Lifestyle is in-demand § Alcatel-Lucent Primary Research Confirms Multi-Screen Demand Service Providers demand is forming, but confusion reigns Content Industry is willing to explore Advertising community interested if it brings more eyeballs Consumer demand willingness to pay established § Service Providers See Multi-Screen Bringing Real Opportunities Spur uptake in New Services Grow ARPU by bringing more value to subscribers Generate stickiness/loyalty amongst subscriber base Create Interactive relationships with subscribers 5 All Rights Reserved © Alcatel-Lucent 2008

“Two Sided” Business Model Upstream customers Revenue side 1 Downstream customers Revenue side 2 “Two Sided” Business Model Upstream customers Revenue side 1 Downstream customers Revenue side 2 Developers Service Provider Platform Government Brand Advertisers Channel Partners Retailers Distribution Platform VAS Platform Content Owners Telco - Retail 6 All Rights Reserved © Alcatel-Lucent 2008 Millions of customers Thousands of segments

Operators have the ability to offer a truly converged experience Multi-Screen is not about Operators have the ability to offer a truly converged experience Multi-Screen is not about adding TV to Mobile or the PC. It’s about fulfilling the promise of media availability on any device at anytime anywhere. 7 All Rights Reserved © Alcatel-Lucent 2008

Mobile TV: still nascent but a reality today Over 220 operators have already launched Mobile TV: still nascent but a reality today Over 220 operators have already launched mobile video services, ~110 Live TV (+40 in 12 months)… Unicast 3 G FRANCE Orange: ~1 M subs with Mobile TV option (Dec. 07) SFR: ~350 k subs with Mobile TV option (Jan. 08) 6 to 12€/month options Unicast 3 G International (Mobi. TV sources) Started Nov 03 3 M subs in October 07 (+1 M in 6 months) Retail (ATT 06) monthly fee $19. 99 Broadcast USA (Verizon sources) Started March 07 280 k Media. FLO subscribers (August 07) $15 -$25/month (basic / select) 8 All Rights Reserved © Alcatel-Lucent 2008 Broadcast KOREA Launch May 05 (S-DMB), Dec 05 (T-DMB) 1. 3 M subs (S, Dec. 07) 8. 7 M receivers (T, Dec. 07) ~50% vehicular/GPS (T) Average consumption: > 50’ per day Monthly subscription (S): € 5 -€ 10 Broadcast ITALY (Tre sources) Started June 06 850 k subscribers (Jan. 08) ~10€/month (average) Broadcast JAPAN Launch March 06 1 out of 2 handsets sold in Japan is MTV ready (Oct. 07) 10. 6 M phones purchased (Sept. 07) (i. e. 6% mobile penetration) 18. 8 M receivers put on the market (Nov. 07)

Operators Cannot Wait to Act Threat: Consumers adopt “over the top” services, yet Operators Operators Cannot Wait to Act Threat: Consumers adopt “over the top” services, yet Operators cannot monetize § § § 10% of ALL internet traffic is streamed from You. Tube. 37% of ALL internet traffic is P 2 P content sharing. In May 2007, 6 out of the top 10 movies sold on Xbox LIVE were in HD. ABC. com offers its hot programs in HD (Lost, Grey’s Anatomy, Ugly Betty). In Nov. 2006 Verizon/You. Tube Team up to deliver content over Vcast. (sources: Torrentfreak. com, Yankee group 2007) Response: Operators develop multi-screen strategies and are looking for solutions – Scott Helbing, EVP ATT Entertainment, “Service Providers are looking to the TV, internet, and wireless devices to reach consumers with targeted relevant messages…” – Fancast. com: Leverages its broadband customer base to extend and blend its traditional cable offering to the web. – “Hulu” launches as response to domination to You. Tube. Backed by NBC and News Corp. and $100 M of private equity, for a total valuation of $1 B. Multiple Screen Content Delivery will be a Mega-trend across the Industry, not just Telco 12 All Rights Reserved © Alcatel-Lucent 2008

2 13 Challenges & Network Evolution All Rights Reserved © Alcatel-Lucent 2008 2 13 Challenges & Network Evolution All Rights Reserved © Alcatel-Lucent 2008

Service Provider Challenges § Make the Service Experience Compelling for the End User Ensure Service Provider Challenges § Make the Service Experience Compelling for the End User Ensure Service Usability with Transparent Service Handoff across clients Provide Security across devices and services Support Integrated Advertising & Electronic Sell Through across clients § Requires more Holistic Approach to Service Delivery Today, Multiple service-specific SDPs with limited interaction Service Delivery Environment for interworking of existing, new and 3 rd party assets § Navigate the Complex Transformations Required Parallel Business, Network & Service Transformations Program Management of Transformation Journey § Embrace the New Business Models that Multi-Screen Enables/Demands Quickly develop simple to use, simple to sell services Enable Third Party Application Development & Hosting Be Careful to Align Business Model to Consumer Behavior Cozy up to the Content Industry 14 All Rights Reserved © Alcatel-Lucent 2008

Infrastructure Challenges for Mass Market Mobile TV is seen as a key service and Infrastructure Challenges for Mass Market Mobile TV is seen as a key service and revenue generator § “Press & Watch”: a 50 years old TV viewer habit § “Works everywhere”: a 10 years old Mobile user habit Tellabs survey (Feb. 07): “nearly a quarter (24%) of users who tried mobile video and TV stopped using the services due to concerns about service quality and reliability” (including indoor coverage) Not providing such expectations Big market risk Among top criteria, service availability is key for success Key Challenges § WHAT CONTENT? § WHAT BUSINESS MODEL? § WHAT COVERAGE / QUALITY OF SERVICE? § WHAT SPECTRUM / CAPACITY? § WHAT INVESTMENT NEEDED? 15 All Rights Reserved © Alcatel-Lucent 2008 $$$ •

Multiscreen Media Delivery User & Community Generated Content Broadcast & VOD Content E-Commerce & Multiscreen Media Delivery User & Community Generated Content Broadcast & VOD Content E-Commerce & Payment Target Advertising Campaigns Common Enablers of Multiscreen Media Delivery Converged Network 16 All Rights Reserved © Alcatel-Lucent 2008

Defining Multi-Screen Delivery Real-time Transcoding DRM Brokerage Content Management & Streaming Metrics, Measurement & Defining Multi-Screen Delivery Real-time Transcoding DRM Brokerage Content Management & Streaming Metrics, Measurement & QA Policy, Payment & Content Delivery Media Control Applications Identity and Seamless Sign-on Home Service Gateway Each Layer Represents Unique Demand Drivers & Opportunities 17 All Rights Reserved © Alcatel-Lucent 2008

Broadcast or Unicast ? ? Both !!! Cost-Effective Delivery Satisfying Market Requirements Cost per Broadcast or Unicast ? ? Both !!! Cost-Effective Delivery Satisfying Market Requirements Cost per user Unicast is cheaper Broadcast is cheaper CHOICE of LOCATION Cellular Delivery Broadcast Delivery Mixed Cellular and Broadcast Source: O 2 Audience CONTENT CHOICE Fat Tail Top-100 Metro. coverage Nationwide coverage Long Tail Channels • 18 BROADCAST + UNICAST (3 G/LTE) • SATELLITE + TERRESTRIAL All Rights Reserved © Alcatel-Lucent 2008

Service Provider Network: Leveraging an Early Adopter Model over 3 G… …to a Mass Service Provider Network: Leveraging an Early Adopter Model over 3 G… …to a Mass Market TV Service through Broadcast Head-End TV Head End Mi. TV SDP Mobile TV Service Platform n Broadcas t Networks Broadcast UMTS MBMS Mobile Network 2. 5 G, 3 G, HSDPA n n n Unicast Multicast Interactivity è Full integration of TV experience across 3 G and broadcast networks 19 All Rights Reserved © Alcatel-Lucent 2008

What technologies to deliver Mobile Video Traffic? DVB-SH / DVB-H / ATSC-M or H What technologies to deliver Mobile Video Traffic? DVB-SH / DVB-H / ATSC-M or H Media. FLO + + DVB-SH / MBMS + + + Dedicated Mobile Broadcast? Under What Regulatory Framework? + + 3 G / 3 G+ / LTE / WIMAX + + Mobile Network? DVB-T / ISDB-T + Fixed Wireless Broadcast Network? Sync. / WIFI Fixed Network extension? (Broadband or Broadcast) 21 All Rights Reserved © Alcatel-Lucent 2008

Network Design Two Options to Deliver Broadcast Mobile TV… OPTION 1) BROADCAST NETWORK: FROM Network Design Two Options to Deliver Broadcast Mobile TV… OPTION 1) BROADCAST NETWORK: FROM FIXED TV … +18 d. Bi Minimum Signal for rooftop antenna reception Tower A Tower B OPTION 2) MOBILE NETWORK: FROM MOBILE UNICAST … + + 22 + All Rights Reserved © Alcatel-Lucent 2008

Network Design. . both leading to Cellular Broadcast OPTION 1) BROADCAST NETWORK: FROM FIXED Network Design. . both leading to Cellular Broadcast OPTION 1) BROADCAST NETWORK: FROM FIXED TV … TO MOBILE TV Minimum Signal for mobile indoor reception -8 d. Bi Repeater 1 Repeater n OPTION 2) MOBILE NETWORK: FROM MOBILE UNICAST … TO MOBILE TV + + 23 + All Rights Reserved © Alcatel-Lucent 2008

Alcatel-Lucent Multi-screen: Ready For Any Evolution From Any Starting Point Content Providers Common Service Alcatel-Lucent Multi-screen: Ready For Any Evolution From Any Starting Point Content Providers Common Service Enablers Applications Web TV IPTV Platform Internet IPTV Network Roaming Partners Mobile TV Platform Mobile Broadcast Network IMS Platform Mobile Network End-Users 3 G/HSPA/ Wi. MAX/LTE § Unicast § Multicast § Interactivity End-to-end integration to maximize quality of experience 24 All Rights Reserved © Alcatel-Lucent 2008

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