Samsung Electronics, a leading provider of mobile broadband networking solutions, today announced significant upgrades to the feature set of its award-winning Smart eMBMS solution, designed to bring important network quality enhancements to operators, with a particular emphasis on an improved video experience.
Smart eMBMS employs a dynamic cell activation algorithm which detects when multiple users in a cell are unicasting the same video content from select sources. When the number of users reaches a certain threshold in a given cell, that cell's eMBMS will activate, switching users automatically and seamlessly to the broadcast stream. This frees up critical spectrum resources for other uses within the cell, and ensures that each user gains access to the same high quality video experience without the need to compete with others for network resources.
"Samsung's Smart eMBMS solution is designed to provide operators with an efficient and highly effective tool for managing the extreme growth in mobile data traffic, and the prevalence of video content in particular”, said Joonho Park, Senior Vice President and head of Global Sales & Marketing. “The benefits to users, which include reduced live-broadcast delays, higher quality video and a farewell to video buffering, are an important milestone for modern mobile networks to keep pace with the rapid advances in video technology.”
Deployment of Smart eMBMS promises operators greater control over their networks, especially in the face of over-the-top media streaming competition. Broadcasted content can be selected by the operator, and targeted at certain areas of the network. Meanwhile, new revenue streams can be established through pre-roll or interstitial advertising. For example, after watching a short advert, users could then enjoy the broadcast for free. Since such ads can be deployed on a per-cell basis, they can be more locally-targeted improving the value of advertisers’ investments. Additionally, as Smart eMBMS leverages the latest video optimisation techniques based on the MPEG Media Transport standard, latency in video delivery is reduced, bringing people closer to the action as it unfolds.