This document contains information about an upcoming presentation by Ph.D. student Michał Marcinik on innovative business models combining ICT and mobile technologies. Marcinik is a student at the University of Gdansk writing his thesis on interactive business models stimulating synergies between ICT and mobile technologies. He is also a mobile and e-business consultant who specializes in evaluating and analyzing e-business and designing mobile value-added services. The presentation will discuss using feedback loops to provide personalized interactive mobile television content and services.

1. Octoberl 2009 0MICHAL.MARCINIK@FAIRWITH.COM
Ph.D. Student Michał Marcinik
October, 2009
Inovative business
models based on ICT
and mobile synergy
MINE 2009, Kristianstad

2. Octoberl 2009 1MICHAL.MARCINIK@FAIRWITH.COM
The most important information
Some facts about the author
Ph.D. Student @ University of Gdansk
Thesis: „Interactive business models stimulating ICT and mobile synergy”, presenting new business
model developed on the basis of value network (number of companies cooperating to launch product
or service togheter), which will present innovative services of interactive mobile television.
Mobile/E-business Consulting Partner @ FairWith
Specialized in e-business evaluation and analysis,
mobile VAS design, project management.

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Back to the basics
with Mr. Lasswell

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Theory of communication
Return information issue
> Harold Dwight Lasswell
Leading American political scientist and communication theorist stated in 1927
5W theory:
Communication is an answer to:
Who (says)
What
(to) Whom
(in) What Channel
(with) What Effect
INFORMATION FEEDBACK

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Big challange: feedback
Right or wrong
> Can you help me?
How can I get to the
center?

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Return information in current market
Demand and focus research
Return information about customers product acceptance, habits and activity is
one of the most valuable factors in the world. Type of feedback varies for each
sector of economy but it is still valuable return information:
_Goverment: market research, polls, vote camaigns, riots, strikes
_Business: market research, polls, product/brand awerness, demand
_Media: market research, focus research, brand awerness, popularity
One of this sectors has a great leap forward in the way it is consumed in front of
it. Thanks to Internet.

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Personalization TV
Hello Mr. Marcinik, enjoyed the show?
It is easy to point out the personalization features
of IPTV as YouTube has:
_recommended video
_personalized communication
_targeted advertising
And types of feedback information provided to broadcaster:
_profile information
_behavioral analysis
_user’s preference and interest
_content consumption data

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It is all about 1 and 0

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We are family
Digital Video Broadcasting siblings
Digital Video Broadcasting is a new standard implemented in some
European countries offering video content in high quality.
It contains family of standards designed for different purposes:
_DVB-H (for handheld devices)
_DVB-T (terrestial broadcast)
_DVB-C (for ctv networks)
_DVB-S (direct reception)
…and other

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RECEIVER
TV SET
DIRECT
RECEPTION
RECEIVER
DEMULTIPLEXER
REMULTIPLEXER
MODULATOR
CABLE TV NETWORK
OTHER
SOURCES
RECEIVER
POST EDITION
MODULATOR
TERRESTIAL
TRANSMITTER
TV SET
TERRESTIAL
TRANSMITTER
HANDHELD
DEVICE
SOURCE SIGNAL
FOR CABLE TV
SOURCE SIGNAL
FOR TERRESTIAL
TRANSMITTERS
DVB-S DVB-C DVB-HDVB-T
We are family
Digital Video Broadcasting siblings
Besides audio and video transmission, DVB also defines data connections with
return channels for several media (DECT, GSM, PSTN/ISDN, satellite etc.)
and protocols (DVB-IPTV: Internet Protocol; DVB-NPI: network protocol independent).

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2+2=5
Synergy inside
If DVB (DVB-H particulary) broadcast is combined with
return channel through 3G (or any other Internet connection)
it is very likely to receive very powerful feedback
channel as an output.
_Personalized content
_Targeted ads with localization feature (through GPS signalling)
_Behavior and content consumtion live analysis
_Social TV experience
Because lack of capability such service probably would be offered by
value network, a group of cooperating companies from complementary
sectors.

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Last but not least –
the model itself** still under development

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Mobile TV value network business model
3G Network
Operator
ID broker
DVB-H broadcaster
Profile aggregator
AD broker
AD provider
Device manufacturer
Content aggregator
Billing services
providers
Content providers
USER
Users (UGC)
MHP Provider
Service Provider

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Questions? Klausimai? Frågor? Fragen? Spørsmål?
Michal Marcinik
michal@marcinik.pl