US mobile TV business opportunity, ATSC-M / H free model achieved Chinese companies
In 2010, it will be the first year of digital mobile TV outbreak in multiple countries, which will bring huge business opportunities for China's export market.
On the one hand, ISDB-T 1SEG will quickly commercially commercial, especially Brazil, as an emerging economy, in addition to Japan, in addition to Japan, in addition to Japan, in Brazil, as an emerging economy, and believe in the 2010 World Cup and 2012 Olympic It will definitely bring a variety of ISDB-T digital TV electronic products, and Japan successfully sells more than 4 million ISDB-T terminals in content free mode will bring demonstration effects to other countries; on the other hand, the United States is already NTSC analog TV signal was closed in June 2009, and October 16, 2009, ATSC-M / H was announced for free mobile digital TV standards for the United States. It is more important that it does not need to increase in ATSC, directly adopted ATSC's remaining frequency bands can add mobile TV services, which greatly stimulates the enthusiasm of American TV operators, and the history of previous Mediaflo payable mobile TV standards is not too successful. In 2010, ISDB-T 1SEG and ATSC-M / H will have a new mileage of digital mobile TV in South Korea, plus China Mobile's CMMB / MBMS, and global mobile digital TV will explode in multiple countries.
It is especially important to pay attention to the North American market. "ATSC-M / H is currently playing more than 20 big cities in the United States, covering approximately 30% of the country of the United States and about 70% of the population. At present, 48 TV stations have launched ATSC-M / H mobile TV, this year Increase to 211 TV stations. "Namsu Choi, South Korea," Namsu Choi, "" At the same time, Canada's Montreal has launched, Mexico also launched, ATSC-M / H is fully launched in North America. " He expects that only US ATSC-M / H terminal equipment will be only $ 25 million in 2012. BTL is the only manufacturer that can provide a complete ATSC-M / H mobile TV module, and ATSC-M / H that has shipped is based on the company's program. "At present, only LG semiconductors can provide mature ATSC-M in the world. / H chip, Samsung Electronics ATSC-M / H chip has also been launched, but Samsung is mainly self-supplied. "He explained that BTL's ATSC-M / H module is an ATSC-M / H demodulator chip using LG- LG2160.
ATSC-M / H win in the criteria
Cui Niki, because the original ATSC standard for ground digital TV cannot be applied to the mobile market, many companies in the world have proposed new free mobile digital TV standards for the North American market, and finally the ATSC-M / H proposed by South Korea won the adoption. Among them, there are three Korea companies such as LG, Samsung and DTVinteractive, the latter, is a manufacturer of mobile TV signal generators, signal analyzers and central signal source systems. They have been working with Samsung, LG, providing simulation environment. The ATSC-M / H is pushed to success and has multiple patents such as multiplexed layer protocols.
Due to high power consumption and no mobility (<20km / h), traditional ATSC digital television standards cannot be used in mobile terminals, and ATSC-M / H has a lot of advantages. DTVINTERACTIVE President SAM Park, the main advantages of ATSC-M / H include: a. Operator does not need to purchase frequency bands, using ATSC's remaining frequency band (about 2-3 frequency points) can complete a set or multiple sets of low resolution Digital television signal transmission. b. Operators do not need to build a signal launch tower, with a small amount of ATSC-M / H signal modulation equipment and compilation equipment costs, generally average cost is about $ 25,000. c. ATSC-M / H has a high speed movement of 180km / h, 270 mW low power consumption, which can be fully met to accept digital television signals for free under battery-powered high speed, up to D1 resolution 30 frames / sec.
Wang Yi: ATSC-M / H program content is free, is a freely open market, no need to operate, similar to traditional electronic products export sales model, can maximize existing marketing and market in the United States Channels, business opportunities unlimited.
"In addition to technical advantages, free mobile TV has a successful possible. DVB-H's failure and Mediaflo development is because of the fees, and ISDB-T mobile TV is because of free mode. So, The free model of ATSC-M / H will bring huge growth space, and for Chinese manufacturers, quickly launch various ATSC-M / H-M / H with mobile TV functional consumer electronics, will be here A new round of business opportunities have won the lead. "Wang Yi, director of Director, Hong Kong, said. Time Electron is the only authorized agent in China in China, and it is also a leader who will introduce overseas mobile TV business opportunities. "China's export enterprise's entry point should be consumer electronics with mobile TV function, not mobile phone. Because Chinese manufacturers are still difficult to enter the United States to customize the main mobile phone market." Wang Yi special tips.
Wang Yi analyzes the road, the United States is the traditional field of China's electronic products export. NTSC's stop, ATSC-M / H played to China's export electronic enterprises to bring huge blank markets. "Special Since the ATSC-M / H program content is free, it is a freely open market, no need to operate, similar to traditional electronic products export sales model, can maximize existing marketing and market in the United States in the United States. Channels, including big biscuits, etc. Here, hidden business opportunities are unlimited. "He very certainly said. His words were also confirmed by the "Handheld Mobile Digital Television Seminar", at the meeting last Wednesday, from the national car electronics, PMP, GPS, portable DVD, digital photo frame, and online online. Manufacturer / Design Company is crowded with the venue, and everyone has shown very high expectations for overseas mobile TV markets.
ATSC-M / H chip is controlled by two companies in the short term
The huge opportunity of the US mobile TV market ignited the passion of many vendors, but the current ATSC-M / H chip and the program are still very expensive. Cui Nanzhen said that the current BTL ATSC-M / H module (BTL-130) is priced at around $ 60. He explained, the reasons are two: First, the current main chip supplier has only LG semiconductor, although Samsung is about to introduce the integrated Tuner + Demo SOC program, but its recent main direction is still in your own mobile phone, BTL is also Cooperate with three things. Second, the BTL module is not a simple hardware integration, which integrates all the middleware required for ATSC-M / H mobile TV. First on the hardware, the module completes the most difficult RF reception design, guarantees the user's mobile reception performance, minimizing customer hardware development difficulty and development time. The current BTL's ATSC-M / H module uses the FCI company TUNER. At the same time, the module also integrates the decoding chip of CNS, so that the signal output from the ATSC-M / H module is a decoded signal, which greatly reduces the processing capability requirements of the back-end main chip. "Considering that ATSC-M / H may have a variety of electronic product forms, while the backend chip will be different. In order to simplify and match different backend chips, we provide standard audio and video interfaces and UART standard communication protocols, no matter what The final product of the species can perform audio and video signal connection and system integration and software control through the above standard interface. "Wang Yi explained. Also, they simplify the UART interface into only more than 10 instructions, greatly simplifying the design difficulty.
In the middle part, the full-featured middleware software is integrated into the BTL module. In addition to the television reception function, all data information reception functions such as: EPG (electronic menu), TEPG (real-time traffic information system), real-time stock information system, etc. "Where EPG, TEPG and other functions have different requirements, this requirement designer must be familiar with the US operators, understand their needs, this is the threshold of BTL module design." Wang Yi said, " Simply provide hardware integration, but it is difficult to turn the module into a complete system. At present, there is no company in China. "Cui Nanwei, the BTL comes from Samsung, and has a very close relationship with the three and LG. He said that BTL-based modules, only 20-4 weeks can design a complete product. "In fact, it takes only 1 week, and it has two weeks to debug PCB." Cui Nanzhen added.
For the current expensive problem, Wang Yi means that this is not worried, the price will become an exponential decline in the price of the semiconductor product, which is universal. However, he believes that although the module has a higher price, because the US market is currently in the initial outbreak period, the consumer electronics with ATSC-M / H will get a very good price, which will make the current profit have been very low. Electronic products find new profit points, "So, many manufacturers have can't wait to find us to work together to seize the first bucket of gold in the US mobile TV market." He said with a smile.
Is there any other company to enter the ATSC-M / H market in the future? There will be, because there are many IC suppliers currently in other standards. However, Cui Nanxi said IC manufacturers entering the ATSC-M / H market, patent is a bigger problem, and the main patents are in the hands of Samsung and LG.
Development ATSC-M / H terminal requires signal generator
Since ATSC-M / H is a US standard, there is no signal in China, so developed such terminals or design companies need to purchase signal generators, and current DTV is the only ATSC-M / H signal generator manufacturer, they are also Samsung Signal providers with LG in the R & D standard. According to SAM Park, an ATSC-M / H signal generator is 4-5 million US dollars. Although the price is 2-3 times more than the current ISDB-T signal generator, Wang Yi said: "This kind of input is worth it. It is also necessary. Whether the customer puts on the equipment, we can also see if it is I sincerely want to enter this market. "However, in order to meet the needs of new customers or to alleviate the supply tight, Time Electronics also prepared an ATSC-M / H signal generator for free.
In addition to the signal generating device, DTV also provides a central signal source system that will be required to produce the ATSC-M / H terminal manufacturer, which can remotely remotely debug on the terminal on the production line.
According to Wang Yi, China's Wan Dida, New Board, Ali, and Action, etc. have been in front of the ATSC-M / H market. Technology area
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