Evolved Multimedia Broadcast Multicast Service (eMBMS) offers LTE service providers an effective way to lower cost per bit when simultaneously delivering the same content to multiple users.
In contrast to traditional online content delivery systems, eMBMS is designed to work better as the popularity of the delivered online content grows. Required network capacity remains constant even as the number of receiving devices changes, allowing user experience to consistently remain at peak levels.
New MBB Opportunities
In only a few years, 90% of all internet usage will be online video and on-demand and pay-per-view video models will become mainstream service options. Studies have also shown that for every second a user has to wait before an online video begins playing, 5.8% of all users will leave before the video ever loads.
Mobile operators are aware of the endless business opportunities made possible by LTE, but are also aware of the challenges inherent to satisfying rapidly growing online video demand with limited available spectrum.
Unleashed Potential for Five MBB Markets
eMBMS is perfectly suited for LTE TDD since the standard is both cost effective and easily supports delivery of high-bandwidth content with flexible uplink and downlink. The technology promises to unleash new business potential for at least five MBB markets:
- Online Mobile Content
With eMBMS operators are able to massively expand online content delivery business models by offering time-sensitive subscription packages for live sports, news and stock quotes. Archived content can be accessed via traditional online delivery methods. In both cases, eMBMS maximizes mobile network resources while maintaining a high user experience. eMBMS for LTE TDD enables mobile operators to enrich their subscription offerings while differentiating content no matter what business model they are employing.
- Digital Home TV
eMBMS can be deployed as a supplemental cable TV technology to fulfill the fixed last-mile connection for hard-to-reach and hard-to-maintain network areas. This has the potential to realize national digital TV coverage in most countries.
- Mobile Advertising
eMBMS has the potential to unleash new means of capitalizing on segmented, personalized mobile advertising, which represents a multi-billion dollar market.
- eGovernment and Social Services
eMBMS enables operators to better adapt their networks for eHealth, eLearning and eGovernment mobile applications and services. This has the potential to benefit rapid emergency warning public announcements and various other important communications services.
- M2M Services and Event Marketing
eMBMS is ideal for unleashing the potential of M2M markets, which requires coordinating massive amounts of connections and logistics. eMBMS also suits the needs of marketing and advertising campaigns as well as ad hoc promotional events.
eMBMS is currently is a process of rapid commercialization. In early 2012, Chipset vendor Qualcomm demonstrated an eMBMS solution for LTE. Huawei meanwhile has been conducting trials on eMBMS solutions since 2005, having served in key 3GPP positions promoting the technology, and recently established an innovation center dedicated to promoting eMBMS.
More devices and solutions supporting eMBMS for LTE TDD are expected to be launched during 2013. Mobile operators are also expecting regulators to release more LTE TDD spectrum, further bolstering the potential for eMBMS to rethink existing MBB business models for rapid online content delivery.