An Introduction to DMB Sep Ike Park / CEO PERSTEL INC.

Index 1.Background 2. Concept of DMB 3. DMB Market Multimedia demand and requirements Standards / System / Receivers Business model / Value chain / Interactivity

Requirements of Consumer Multimedia Video/Audio/Data Mobility Whenever & Wherever Broadband Limited frequency Resources Digitalization Convergence Broadcast + Telecommunication Digital Multimedia Broadcasting (DMB) Digital Multimedia Broadcasting (DMB) Background

Growing demand for Digital ASA mass personal Mobile terrestrial Satellite Multi-ch CATV DMB Broadband Narrowband HDTV Broadcast Communication Extension by Digitalization Total Service through FTTH Extension by Broadband passive active Convergence of Broadcasting and Telecommunications Growing Demand for high quality interactive contents & mobile multimedia Background

Personal Mobile Interactive Multimedia Broadcasting Services : DMB Mobile Look & Listen Wherever & Whenever You Want (On the Road, At Sea, In the Air, In Space?) Personal Interactive Look & Listen and Connect to What You Want (PPV, Online Shopping, Internet Services) Look & Listen to What You Want (Cellular Phone, PDA, Notebook, DMB Terminal) New Multimedia Requirements Background

Concept of DMB Standards for Digital Radio ITU-R System A (Eureka-147) New Band (Band-III, L-Band) OFDM ITU-R System A (Eureka-147) New Band (Band-III, L-Band) OFDM European countries Canada Australia Korea Taiwan Singapore China… ITU-R System E S-DMB 2630~2655MHz CDM ITU-R System E S-DMB 2630~2655MHz CDM Japan SK Telecom IBOC HD-Radio FM Band OFDM IBOC HD-Radio FM Band OFDM U.S.A. XM-Radio Sirius World Space Satellite XM-Radio Sirius World Space Satellite U.S.A. DRM SW Band DRM SW Band Non-International Standards T-DMB Multimedia over Eureka-147 T-DMB Multimedia over Eureka-147

( East longitude 144  ) Program Provider Program Provider Contents Vehicle Receiver Mobile Receiver Terminal Ku-Band ~13.883GHz S-band ~2.655GHz Ku-Band ~12.239GHz S-band Satellite DMB Broadcasting Center Satellite DMB Broadcasting Center Satellite Gap Filler Wireless Return Path Mobile communication network Concept of DMB S-DMB Network Service Start : May 2005 Programs : 14 TV Programs, 24 Audio Programs Operator : TU media corp. Biz Model : Pay service, $13/month

Concept of DMB T-DMB Transmission system Multimedia transfer via current DAB (Eureka-147) system Current DAB system Multimedia Encoder for T-DMB Stream Mode DAB Multiplexer DAB Multiplexer Packet Data Service Audio Program Service OFDM Modulation OFDM Modulation Packet Mode TS Multiplexer TS Multiplexer RS Encoder (204,188) RS Encoder (204,188) Convolutional Interleaver Convolutional Interleaver Video Encoder (H.264) Video Encoder (H.264) Audio Encoder (BSAC) Audio Encoder (BSAC) Video Service Audio Service Data Service Multimedia Multiplexer DAB System (ETSI ) DMB MOT MUSICAM Transmitter

T-DMB Status History of T-DMB –June 2002first meeting for Mobile Multimedia Broadcasting (MMB) study group in Korea –July 2003submit the draft DMB standard to MIC –June 2004announced as a Korean standard by TTA –Sep. 2004complete the Enforcement ordinance –Dec. 2004accepted as a standard of World DAB forum –Mar. 2005select 6 DMB service providers for Seoul city –June 2005announced as a ETSI Technical Standard (TS /428) –Dec. 2005plan to start T-DMB commercial service Operator –6 Multiplexers –3 terrestrial TV operators, 3 new comers Service –6 TV programs, 18 Audio programs, 12~18 Data services Biz Model –Flexible, but Free at the first stage to make it universal service Concept of DMB

T-DMB Standardization Project Group (PG03) Technical Committee (TC) Announced as ETSI Standard Announced as ETSI Standard International Standard Ad-Hoc TTA, ETRI, Samsung, LG, PersTel, Net&tv Steering Board (SB) Broadcast JTC DTS/JTC-DAB-40-TS Digital Audio Broadcasting (DAB); Data Broadcasting – MPEG2 TS streaming DTS/JTC-DAB-40-TS Digital Audio Broadcasting (DAB); DMB Video service User Application Specification Concept of DMB

Technical Specifications T-DMB CONTENTS ETS Standard Band III (174~240MHz) or L-Band Frequency Coded-OFDM / 4-DPSK Modulation 1.536MHz Bandwidth Video Compression : MPEG-4 / H.264 Frame Rate : up to 30fps Format : QCIF / QVGA / CIF / WDF Compression : MPEG-4 / H.264 Frame Rate : up to 30fps Format : QCIF / QVGA / CIF / WDF Audio Audio Service : MUSICAM Multimedia Service : MPEG-4 / BSAC Audio Service : MUSICAM Multimedia Service : MPEG-4 / BSAC Data MPEG-4 Systems (BIFs) S-DMB ITU System E S-Band (2535~2655MHz) CDM / QPSK 25MHz Compression : MPEG-4 / H.264 Frame Rate : up to 15fps Format : QCIF / QVGA / CIF Compression : MPEG-4 / H.264 Frame Rate : up to 15fps Format : QCIF / QVGA / CIF MPEG-4 / AAC-LC Will be decided in 2005 Concept of DMB

DMB Receivers T-DMB Terminals S-DMB Terminals Concept of DMB

T-DMB Test Concept of DMB

Market forecasting DMB Market  On the basis of 48 million population

DMB Market Business model Free to air Advertisement Revenue TV type AD Banner AD Data/Web linked AD Advertisement Revenue TV type AD Banner AD Data/Web linked AD Type of Service Source of Revenue Flat rate paid service Monthly fee for services Monthly fee for specific program or channel Coverage increase fee Monthly fee for services Monthly fee for specific program or channel Coverage increase fee Usage based service Up-load and download traffic for interactive services File download Commerce Up-load and download traffic for interactive services File download Commerce

DMB Market Value Chain Contents Provider Program arrangement DMB service Network Operator Broadcasting Station Mobile Telco Audience Service fee/ Revenue from AD. Network usage fee Provision of network Provision of gap filler Distribution channel (Billing) Gapfiller usage fee Data service fee Provision of terminals Bi-directional data services Contents charge Contents Contents charge Revenue share

DMB Market Expect Revenue trend radio revenue Higher value-added AD Or More users (More subscription fee) Up-load traffic File download Commerce time Revenue Launch of T-DMB Mobility Personality Interactivity DMB One way broadcasting Interactive Service

DMB Market  Interactivity To deploy mass market Interactive service can raise interest and fun and could make variety business model for service providers Best return channel is mobile phone network Quiz, Home shopping, File down load, etc… Required authentication and CAS  AV synchronized Data services Based on MPEG-4 systems technology Provision of variety of multimedia objects Video, Audio, Iamge, Text, Graphics… The behavior of objects can be determined Local / Remote interactivity Interactive news service Interactive advertisement

Service provider Less investment for mobile services Deployment of the convergence between broadcasting and communication Customer Better quality AV service under mobile environment Enjoying interactive Multimedia Contents at anytime and anywhere. Industry Exploitation of new market What we can get ? DMB Market

Epilog Epilog When I took part in DMB project, I have a little dream that the DAB should be deployed well in Korea. Everyday in the morning, I wonder if it is only a dream ! The DMB is getting popular and growing rapidly in worldwide. Today, what kind of dream should I have ? I would like have a dream that everybody in U.K. can enjoy DMB life !!! Thank you ! URL :