Quickplay endeavours to remove all friction from the distribution and consumption of video on all devices on IP networks. Our focus on mobility has made Quickplay a world leader in removing the friction that plagues many mobile video services around the world. The LTE standard affords new opportunities to remove some of that friction. In February, Quickplay acquired Roundbox, a leader in the emerging technology LTE-Broadcast (LTE-B).
The acquisition is of strategic importance because it enables the ability to address the rising demands of consumers and the network challenges for service providers. While the commercialization of LTE-B is still new, it is gaining global momentum with many operators leveraging its potential to become a driver for revenue growth, while delivering differentiated product offerings and better spectrum economics.
The obvious benefit of LTE-B is an increase in network efficiency for broadcast services. By delivering the same stream of content to an unlimited number of users (one-to-many), operators eliminate network capacity constraints, delivering higher quality video and reduced latency compared to unicast (one-to-one) delivery. These are new capabilities that Quickplay is developing with partners like Qualcomm, offering several use cases and business models for operators to better monetize their network and premium content. Quickplay and its partners have developed advanced payload management provisioning systems that enable the best spectrum economics through the application of multiple use cases. Quickplay is enabling it’s customers to launch a multi-service LTE-B offering without the need for dedicated LTE-B channels.
In Venue and Live TV Streaming
In Venue and Live TV streaming are the most well known use cases of LTE-B; Quickplay recently trialed in Venue LTE-B service in Spain with Vodafone and Valencia CF. Live events continue to be a major driver for in-venue mobile device viewing. With LTE-B, video can be delivered from the venue, in the venue, local or regional OTT. A clear differentiator of the LTE-B service is the ability to enhance any live consumption experience. For example, by providing various angles of the live action, special feeds, behind the scenes views, statistics, graphics and interactive experiences synchronized with simulcast video streams.
Data Casting is another important use case of LTE-B. LTE-B can efficiently deliver episodic video, news, stock updates, software updates, sports highlights, etc to millions of subscribers without the current network impact. LTE-B Operators have the ability to create rich, differentiated multimedia experiences for consumers both online and offline that also manages network spectrum.
IOT (Internet of Things), Digital Signage
More and more devices will have the ability to consume video content, with or without human initiation. In-car infotainment with connected cars is one example of an LTE-B enabled platform that provides operators with capabilities to monetize PAY TV investments outside the home. IOT as it relates to M2M (machine-to-machine) opens up a number of opportunities to push mass amounts of data and information. Digital signage for enterprises and media companies, including push advertising and alerts to a number of screens, such as billboards and displays, present a growing opportunity to enhance existing business models.
LTE-B as an Enabler for OTT
In the few short months since the Roundbox acquisition, Quickplay has made meaningful strides commercializing LTE-B, through a number of projects to manage the delivery of content and digital assets over LTE. Unicast and Broadcast OTT Video will continue to be a primary driver of network traffic . Growth of OTT is occurring across emerging and developed markets. Recently launched Quickplay powered service, HOOQ in South East Asia, is a great example of the growing appetite for OTT services that will consume operator networks.
OTT is here to stay. In the next five years it is forecasted to be a multi-billion dollar industry. Fierce OTT competition amongst operators and new market entrants will dictate the need for future services to differentiate with premium content and unique user experiences. Operators face the challenge of delivering these exciting services under the constraint of network capacity. LTE-B is an effective strategy for operators to leverage their core expertise and exploit a multi-billion dollar opportunity.
The good news for operators is the LTE market is here now, and it continues to grow. LTE will enable operators to leverage their current network investments and handset deployments to insert themselves into the OTT market. This insertion can only be done if the operator can establish in the minds of the consumer the added value they can offer. LTE-B is an opportunity for the operator to create value in the minds of the consumers.
While LTE-B technology is not new, recent deployment efforts have truly made it a viable option for operators to extend services beyond video delivery. Quickplay views this as a strategic opportunity to enable operator growth. More importantly, we view it as an opportunity to deliver new approaches for data delivery, and drive new waves of growth in mobility. Stay tuned for upcoming announcements around deployments as we roll out services with operators and partners. In the meantime, a video on the latest LTE trial in Valencia: http://bit.ly/1LqbYvX