This document provides an overview of MobileTV and proposes a recommendation engine and video monetization platform called BC$. It discusses problems with MobileTV adoption in Canada and proposes solutions. Key points include establishing an interoperable standard for tracking user behavior to provide incentives to consume content and facilitate an ecosystem between content producers, advertisers, retailers, and carriers. The BC$ platform would provide relevant content recommendations and monetization opportunities through ads and subscriptions.

1. The Semantics of
MobileTV
Bryan Copeland
Email: bc@bcmoney-mobiletv.com
June 9th, 2008

2. Behavior Content Money
Categorization Recommendation Monetization

3. MobileTV | Problems | Solution | BC$
| Demo
About Me

4. MobileTV | Problems | Solution | BC$
| Demo
IUJ
50+ nationalities
• 4 Masters Degrees
• Top MBA program (Japan)
90 min.Tokyo • 1st E-Business Degree (Asia)
1 world record • 2nd Biggest Economy

5. MobileTV | Problems | Solution | BC$
| Demo
Shocked at the time…
Credits: Dr. Philip Sugai, Associate Dean of IM @ IUJ

6. MobileTV | Problems | Solution | BC$
| Demo
MoCoBe
 Make sense of Japan’s Mobile market

7. MobileTV | Problems | Solution | BC$
| Demo
What is MobileTV?
 Video displayed on a Mobile
 Regular TV Broadcasts?
 P2P, downloaded TV Shows
 Streamed Video-on-Demand
 Pre-recorded Programs on DVR
 Slingbox? iPods? PSP?
 RFID-controlled Billboards???

8. MobileTV | Problems | Solution | BC$
| Demo
Domain Overview
 Mobile - An object having the ability
of motion or change, but not necessarily
being in motion or changing.
 Mobility then, has 2 defining qualities:
 portability
 variability
 TV - Any telecommunication system
used for broadcasting and receiving
moving pictures and sound over a
distance
 Mobile TV?
Any adaptable video or audio signal transmitted to a display
(possibly, but not necessarily while on the go)

9. MobileTV | Problems | Solution | BC$
| Demo
OneSeg-MediaFlo Japan
 One-Seg Data Service
(BML)
Ads PPV, VOD

10. MobileTV | Problems | Solution | BC$
| Demo
MobileTV Ecosystem
User

11. MobileTV | Problems | Solution | BC$
| Demo
Japan
 World’s 2nd Largest Economy
 Most advanced MobileTV & Mobile Data
networks
 2nd Highest Adoption
 WHY?!?

12. MobileTV | Problems | Solution | BC$
| Demo
Canada
 Wireless Cellular Data Services long kept
unaffordable to most Canadians…

13. MobileTV | Problems | Solution | BC$
| Demo
Decreasing Voice ARPU
 May be only way to save falling Voice ARPU

14. MobileTV | Problems | Solution | BC$
| Demo
Increasing Data ARPU
 “Almost 50 cents of every dollar flowing into
the Canadian telecom sector now comes
from cellular or Internet service”1
1 – Grant Robertson, Globe and Mail: Cellphones, Internet step to the fore

15. MobileTV | Problems | Solution | BC$
| Demo
Data ARPU Opportunity
 Loads of room for growth in Canada
 Need platforms, policies & standards

16. MobileTV | Problems | Solution | BC$
| Demo
Plenty of Distractions
• Useful to look back to a time when Telcos
Banking
Gaming Payments
Messaging Internet
Mobile
Lifestyle
Voice Movies
TV Music
…were most innovative & profitable

17. MobileTV | Problems | Solution | BC$
| Demo
What Telcos Were NOT
 TV Studios  Banks
 TV Broadcaster  E-commerce Providers
 Movie Studios  Translation Services
 Web Portals
 Record Labels  Search Engines
 Game Manufacturers  Cartographers
 Content Producers  Travel Agents
 Ad Networks  Web Design company

18. MobileTV | Problems | Solution | BC$
| Demo
What Telcos Were
 TELEPHONE COMPANIES

19. MobileTV | Problems | Solution | BC$
| Demo
Proposal
 Worry about Spectrum Auction
 Promote Entrepreneurship
 Realize benefits of Data Services and
Impact of 3G devices (iPhone, Bold, N95)
 Recognize lack of ecosystem, help fix it
Electronista: BlackBerry Bold official, beats iPhone to 3G

20. MobileTV | Problems | Solution | BC$
| Demo
Personal Agenda?
 Mobile Streaming works in Europe, South
Korea, Malaysia, Japan, USA, etc…
 NOT CANADA… WHY?
 Handsets DO support it
 Network does not
 REQUEST
Open RTSP streaming on all Mobile Networks

21. MobileTV | Problems | Solution | BC$
| Demo
BC$ Proposal
Behavior Content Money
Categorization Recommendation Monetization
 BC$ is a Recommendation Engine and
Video Monetization Platform

22. MobileTV | Problems | Solution | BC$
| Demo
Company – BC$
 B = Behavior
(non-intrusive, opt-in behavioral tracking)
 C – Content
(relevant content recommendations, convenience/utility)
 $ – Money
(promising monetization opportunities, ads & subscriptions)

23. MobileTV | Problems | Solution | BC$
| Demo
Business Model
1. Content providers will release the rights to their content to be Recommended through BC$
2. Available content is catalogued for Advertisers’ consideration, preferred placements, targets
3. Advertisers will immediately place bids, however in “Matchmaker” style rather than “Auction”
4. Online Retailers must take a risk by offering store credits to account for the virtual currency
5. Virtual currency earned through TRUSTED Recommendations drives E-commerce sales
6. Content Producers are monetarily rewarded when their content produces sales, or, BC$
7. Carriers claim a percentage of Ad Revenues / Subscriptions to cover Data Service fees
Content Producers
Carriers
Advertisers Online Retailers

24. MobileTV | Problems | Solution | BC$
| Demo
Closing Thoughts…
 Content Publishers & Service-providers
need to cooperate, not compete, in order
to provide the highest quality, most
relevant content to users
 We must learn from the mistakes of the
Japanese Walled-Gardens, and benefits
of the Japanese Ecosystem model

25. MobileTV | Problems | Solution | BC$
| Demo
Call to Action
 Looking for Developers to contribute to
ongoing OpenRecommender project
 Angel Funded, seeking Round 1 Capital
to sustain Beta growth by January 2009
 In Canada, plan to…
 Fight for ubiquitous RTSP (if necessary)
 Begin talks with major players (among others)

26. MobileTV | Problems | Solution | BC$ |
Demo
DEMOS
Network  YouTube Integration  On Mobile
 BC$
 BC$
 Wiki
 Blog
 Forums
 SNS
 Facebook * (Browser Plug-In… accesses site)
 MySpace *
 Value
 Yoshonet

27. APPENDIX

28. eMobile
 Small number of loyal, happy subscribers
 “New kid in town”
 Wireless Data Services
 Over Wi-Fi
 Wi-Max
 3G network
 MobileTV (OneSeg)
 1st to Introduce 7.3Mbps Download

29. Softbank
 Lowest subscriber Churn, Highest Growth
 Largest % of University-aged & early-
career (20-28yrs.) subscribers
 Considered safest for kids, kodomo keitai
 Easy, Low-cost, Convenient, No-nonsense

30. KDDI (au)
 2nd Biggest Market Share
 Largest % of Female subscribers
 Largest % of teen (13-19yrs.) subscribers
 Stylish, Hip, Fashionable, Cool

31. NTT (DoCoMo)
 Largest Market share
 Largest % of Business subscribers
 Largest % of Male & Senior subscribers
 Trust, Status, Premium, Power-user, Takai

32. NTT Group
 As of March 31, 2005, the NTT Group
had grown to 542 companies and
201,000 employees worldwide

33. NTT R&D Vision

34. NTT – New Business
Creation Initiatives

35. iMode *NEW & IMPROVED*
Business Model

36. World Data ARPU

37. One-Seg MobileTV Explained

38. Japan’s Business Model
Handsets
Manufacturers
Relevant Content & Advertisements 4
Content
2 Broadcaster 3 Mobile Carriers
Aggregator
1
Content 8
Provider 5
7
Advertising
Advertiser 9 End User
Agency
Retailer
6
Content Flow
$$Money Flow Interacts with Ad link

39. Explanation of Japan’s Mobile TV Biz-Model 1
OneSeg (Broadcast via terrestrial)
Content providers provide content to content aggregators and this content moves to
1 3 broadcasters when requested, through the exchange of money for content.
Mobile carriers have to pay extra $ to handsets manufacturers for the added
4 features (ability to watch live TV & longer battery)
Broadcasters offer end-users the ability to watch live TV by using OneSeg services
5 over the 3G Networks via Mobile carriers, free of charge.
This model will work if end users will interact with the ads displayed while watching
6 TV on their mobile. Every time end users click on the ads or buy things through M-
Commerce then it will create critical money flow through the system.
When end users click on an ad and make a purchase, then a portion of this money
7 will flow to mobile carriers; the remaining money will be shared with broadcasters,
producers and publishers.
Since it’s free for the end user, advertisers will clearly support the entire ecosystem.
8 9 Advertisers will pay an advertising agency money to create an ad and the agency
will pay money to broadcasters to air their ads.**
**The One-Seg FREE TRIAL period comes to an end at the end of the fiscal year, future unclear!!!
(Early reports indicate that users are opting for ad-supported, or premium, subscription service)

41. Bell

42. Bell (cont…)

43. Shaw

44. Rogers

45. Virgin Mobile (MVNO)

46. Telus

47. Telus (cont…)

48. On Entrepreneurship
 Focus on what it is you do best…
(hold on to key profit sites)
 Innovate around your core products and
services; partner, align, outsource on others
 Myriad of ways to integrate voice into
interesting and useful new applications…
 Encourage New Business developments
which would promote high data bandwidth
consumption, driving Data ARPU

49. Spectrum Auction
Companies currently vying for Spectrum are:
 Younger
 Likely to be considered Hipper
 Hungrier
 Less to lose and more to gain than you
 More motivation to innovate (must innovate or die)
 Driven to displace old models
 Driven to displace YOU

50. Ecosystem: What would you
Prefer if you ran a Telco?
 Money from content providers? Individuals?
 Meager amount of subscribers currently willing
to pay for small chunks of content?
~OR~
 A healthy portion of the advertising revenue, on
large-scale service and to keep track of how
your handsets/services are being used
 To “better serve” consumers, right!?

51. Solution
 Establish a North American, interoperable
standard for tracking users’ behavior and
actually provide incentives for them to
tune into the network to watch
 Meter their behavior securely & privately
 Become facilitators of the ecosystem

52. Handsets

53. Devices

54. P2P: Missed Opportunity
 REWARD Peer-2-Peer file sharing!!!
 WHY persecute users?
 Because they happen to like a particular TV show to
want to have a copy to watch at any time?
(P.S. They can relieve stress on your resources with the right model)
 Just don’t let them circumvent your Ad model,
unless they’re willing to pay a subscription fee
 Everybody is happy
(users get content, you maintain control)

55. Our Mobile Future
 What Japan, South Korea (and all of us)
are ultimately headed to, is:
 Middleman-Optional Publishing
 Middleman-Free Distribution
 Metered P2P Content Co-Creation
 That’s a lot of speculation, but it comes
after hearing from & interviewing some of
the brightest in the Mobile Industry

56. Our Purpose
 Intelligent Program Recommendations
 Reliable, Transparent Content Recommendations
 Collaborative Filtering plus Trust Hierarchies
 Comprehensive Parental Controls
 Smart Advertising
 Ad Relevancy
 Inferred Product Placements
 Integrated Contextual & Behavioral
 Search-result to E-Commerce buy Relevancy Matching
 Agent-based (automated) Retrieval
 Skip time-consuming search process whenever possible

57. BC$ Proposal
 Mobile community & industry stakeholders must
work together towards commonly accepted
software standards
 As a matter of standards:
 Open Source standard – each company provides its own unique,
value-added services atop free/open software (depends on license)
 De Facto standard – one major company champions software, may
open through APIs or keep closed (not suggested in “Web 3.0”)
 Hybridization of standards – one company develops / releases to
open-source community… RFC for improvements, CSV to track, sell a
non-public “enterprise version” and support companies in adhering to
the standards
*SUGGESTED METHOD*

58. Where we’re going…
 Defensive Publication for IEEE (May, 2008)
 Releasing Ontology & Description Logics as
open source (Hybrid) project
(by July, 2008)
 Searching 1st-Round of Funding (by Fall 2008)
 Launching Beta – brand new type of social
media service & content portal (by Jan., 2009)