Qualcomm's Mediaflo scores with AT&T
Only two handsets, tho'
THE NEWS that US mobile operator, AT&T Wireless, will launch a mobile TV service based around Mediaflo technology in May is a major coup for Qualcomm.
One very good reason for celebrating is that AT&T is not only the USA's biggest provider, but it is also firmly in the GSM camp rather than being a Qualcomm Cdmaone fan like Verizon or Sprint Nextel.
Qualcomm – which actually runs the Mediaflo network itself – reckons that its service could cover 200 million potential US viewers by February 2009.
So it should be a win-win situation for everybody involved. But is it? AT &T claims it will provide two extra channels for its own subscribers. It didn't say how many that brings the total to.
The real clincher comes with the number of handsets which will be compatible with this service – don't forget they have to support Qualcomm's proprietary mobile TV technology plus GSM.
So what does that leave us with? Um, just two handsets. These are the Vu phone from LG Electronics and the Access from Samsung. That's not enough.
A dangerous precedent has been set before in the UK on this front. Virgin Mobile launched a mobile TV service in conjunction with BT Movio. Broadcasting stopped on January 31st 2008.
Virgin went to market with just one handset: the Lobster 700TV, which died a death in mid-2007. There was simply not enough consumer choice.
Plus there's a hidden problem in AT&T's case. While Samsung and LG are top-tier handsets suppliers, the reality is that, to create a Mediaflo handset, you really need to use Qualcomm's handset chips.
Nokia is never, ever going to do that and the INQ isn't too sure about Sony Ericsson or Motorola being too happy with the idea either.
BT Movio only had five channels, too. So choice was, once again, restricted.
More importantly, how much does AT&T expect it can charge subscribers to watch its TV channels? Strangely enough no pricing was announced either.
The US has gone ahead with its own proprietary technologies loads of times before, so AT&T stands a chance with Mediaflo.
It just a shame that DVB-H – which rivals push for mobile TV – looks to have such a slim chance of getting anywhere either. µ
