Podcasting provides the operator with a great way to accomplish these goals.  First, podcasting is a service which users enjoy on the go.  Second, background deliver enables a "Better than iPod" user experience.  Third, mobile operators have a clear advantage in the area of video podcasting.  While video iPods are just beginning to emerge, most mid-range mobile handsets have supported video for years.  Operators are well aware of their edge over iPod here and are launching video podcast services.

Despite the operator interest to establish value and compete with encroaching devices, mobile podcasting poses a few challenges.  While PC-based internet users enjoy inexpensive broadband, mobile networks are comparatively inefficient.  Data transmission rates are slower and there is much less overall capacity.  Thus, the internal cost to the operator of transmitting data is high.  While the monthly charge for a high-speed residential internet connection might be 20 Euro, the average cellular user might be charged 1 Euro/MB for data usage.  With the size of an average 30-40 minute PC-based podcast approximately 15 MB, the monthly amount of data traffic per user for a week-day service is 300MB!!  The operator can not justify charging of a few Euros a month for a mobile podcast service, when a single Pull-downloaded video clip can generate a Euro or two. 

Can mobile podcasting be made more efficient?

First, content files can easily be reduced in size by simple content transcoding.  A 30 minute podcast can be reduced to 1.5MB, without impacting sound quality.  Furthermore, the delivery frequency of a podcast service can be reduced.  Finally, delivering shorter, 15 minutes podcasts, rather than full 30-40 minute programs, may be appropriate.  

Second, and more important, the podcast files must be delivered during off-peak hours, ideally overnight.  During peak hours and in congested areas, the cost of data delivery is at its highest.   Delivery of large data files to a moderate number of users during peak hours will chill operator enthusiasm.  Conversely, during off-peak hours, the network is empty, minimizing the cost of data transmission.  This requirement would appear to point to a subscription push service model, with scheduled off-peak content deliveries pushed to the user.

 

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