DMB Spreads Wings to Overseas markets
DMB Spreads Wings to Overseas markets
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  • 승인 2006.03.01 12:01
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Efforts focused on commercial broadcasting and services, using high-profile sports and marketing events as marketing tools With the inauguration of the "Wibro, DMB Overseas Promotion Bureau" in Korea, backed by the strong support of the Ministry of Information & Communication (MIC), Wibro as well as DMB are poised to spread their wings to the world. In the meanwhile, DMB (digital multimedia broadcasting), developed by domestic technology, is set to launch pilot broadcasting for the Germany World Cup relay in 2006 with the State of Bavaria, Germany on April, 2005. Since then too, DMB has been going from one success to another overseas, with the pilot project announcement with England in September, 2005, pilot broadcasting commencement in France on Dec. 2005 as well as broadcasting commencement in China and overseas inroads into Canada in January this year, respectively.
Likewise, WiBro also which succeeded in its standardization for the first time in the world at the end of last year, made inroads into Canada along with DMB on Jan. this year. To devote the ministry's heart and soul to U-IT839 diffusion, MIC has newly established the Wibro, DMB Overseas Promotion Bureau within its ministry, of which Director General Lee Jae-Hong is in charge. Upbeat outlook for overseas inroads The newly established Bureau's Chief Director General Lee stresses that its establishment is very timely in that this will be an important year to serve as a watershed for Korea's DMB or Wibro overseas inroads. He was very upbeat on the outlook of Korea's DMB or Wibro service's overseas inroads, adding that we can as much as one want if we can encroach on 30% of world mobile market at the minimum. First off, Lee emphasizes that the Wibro, DMB Overseas Promotion Bureau wants to approach oversea markets by combining the cutting edges of DMB and Wibro. Accordingly in the case of Europe, DMB is expected to compete with DVB-H mode backed by Nokia, according to Lee. The Director General elaborates further: "It is mistakenly thought by European broadcasting companies as well as mobile network operators there that DMB is a free-charge broadcasting without profit model whereas DVB-H holds a profit model with a host of channels." DVB-H may have two or three times more channels, but its framework is inferior in comparison with DMB and furthermore DVB-H is weak in sports game relay, he explains. In contrast, DMB can show its edge not only in sports game relay but also in disaster warning systems plus being able to provide users with roughly 100 programs, such as cooking, travel, golf, badook and so on, which satisfy users tastes through Wibro. Mr. Lee underscores that such combination model is the most differentiated edge of Korean DMB and Korea is expected to launch such mobile models during the third quarter of this year. During the 3G Congress held in Barcelona, Spain last month or CeBIT Germany which will be held in Hanover this month, the Director General notes that MIC is revealing Korea's DMB or Wibro promotion activities with such a strategy. Keeping an eye on the fact that European mobile network operators are keenly interested in business opportunities including profit models for DMB, Lee pointed out that DMB could create new revenue by attracting customers by early introduction of mobile TV plus additional data traffic like return channel and data service. As for why DMB should be a chosen mobile network operator, he further names brand differentiation to be able to satisfy the customer demand on the multimedia content in consideration of the fact that digitalization leads to the convergence of broadcasting and telecom, which fulfills consumers demands for multimedia at low cost. He also introduces interactive service like t-commerce, traffic and travel information and broadcasting early disaster warning information as new services that DMB offers.
Massive information in real-time, bidirectional & cost-effectiveness In this regard, Mr. Lee insists that Korea's terrestrial DMB particularly holds many edges in terms of offering massive information in real-time, being bidirectional with existing communication networks, and cost-effectiveness. For example, the necessity of a disaster warning system with which Korea's terrestrial DMB shows its edge according to Lee, is because disasters (natural/nonnatural) are happening everywhere and intimidating quality of life, immediate alarm and rescue system helps to reduce the damage, and disaster warning system requires immediate transmission of message etc. As to these multi-faceted benefits of DMB, Director General Lee summarizes: "It provides customers with better quality AV service under mobile environment and value-added diverse interactive services anytime & anywhere. For industry, it offers new mega business opportunity and contents for mobile multimedia and can boost the digital equipment markets. In terms of service provider, it means less investment for mobile services and new explosive revenue source plus leading the convergence service of telecommunications and broadcasting." In regard to Wibro's marketing plan as well, the Director General said that MIC will concentrate its promotion efforts on increasing its commercialization countries, mentioning that the best overseas promotion service is to start commercial service in as soon as possible in Korea About the forthcoming Germany World Cup too, which will kick off in June, this year, he expressed big expectations, adding that the ministry's Wibro, DMB Overseas Promotion Bureau is planning to show off Korea's technical excellence by means of pilot broadcasting there.

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