The Research of Mobile Satellite Broadcasting Communication
Business Model
Lijun Song
1
, Xiangguo Tian
2
, Maozhu Jin
2
and Yu Song
2
1
Chengdu University of Information Technology, Chengdu 610225, China
2
Business School, Sichuan University, Wangjiang Road.29, Chengdu 610064, China
Keywords: Mobile Multimedia Business, Business Redundancy, Satellite Mobile Broadcast, 3G Mobile Broadcast on
Demand.
Abstract: The same cost curve for mobile multimedia business realized by satellite mobile broadcast and 3G mobile
broadcast on demand is analyzed in this paper. The business characteristic curve decided by business
redundancy and business user number should be obtained before the mobile multimedia broadcast business
is operated by the operator. This operation idea is first presented in this paper, and the different scope of
application for the two implementation model is presented under different business type.
1 INTRODUCTION
SATCOM is a kind of communication method using
the artificial earth satellite as a relay station to
communicate with two or more earth states by
transmitting radio wave. with advantages of large
coverage (a geostationary satellite can cover a third
of surface of the Earth), the distance no longer
influence the cost of construction and
communication of relay stations, short open time of
the station without restriction by geographical
conditions, SATCOM is especially suitable to meet
the requirement of broadcasting communication
business.
According to the receiving modes of terrestrial
satellite receiving terminal, the broadcasting satellite
service can be divided into two parts: one is fixed
broadcast, the other is mobile broadcast. As same as
the fixed broadcasting services, Mobile satellite
broadcasting carries multiple operations, including
video, audio and data broadcasting etc. and there
have been some successful attempts internationally.
Interiorly, based on the mobile multimedia
broadcasting services of CMMB technology systems
which is independently researched and developed by
China, it has been set in 215 cities. Since the original
S-band broadcast satellite has yet not been launched,
now the domestic mobile terminal receives the
signal mainly through the High-power ground
transmitting station broadcast directly. As a
complete system, CMMB will not become a Mobile
Multimedia Broadcasting Network which really
covers the whole country unless the air-ground
broadcast mode has been built. before the satellite
prepared, Whether the satellite mobile broadcasting
services are able to succeed in China, it also needs
relevant Business operation units to conduct
research and exploration (Heping Ma, Fang Yuan;
Silin Liu, 2008).
With issuance of 3G licenses in China, the three
domestic major communications operators are
beginning large-scale construction of 3G mobile
communication network. Mobile multimedia
services, which thought to be important services in
3G communication age, will certainly be the primary
focus of communications operators. Different from
broadcast services, mobile networks have features of
bidirectional communication. 3G mobile multimedia
services is basically based on demand to realize
(Siau, Keng; Ee-Peng, Lim, 2001) .
This paper analyzes the operational costs of
mobile multimedia services in both Satellite Mobile
Broadcasting services and 3G network on-demand
services, indicates the applied scope of two ways,
and gives some suggestions about operating model
of satellite mobile broadcast services.
418
418
Tian X., Song Y., Jin M. and Song L.
The Research of Mobile Satellite Broadcasting Communication Business Model.
DOI: 10.5220/0006027604180421
In Proceedings of the Information Science and Management Engineering III (ISME 2015), pages 418-421
ISBN: 978-989-758-163-2
Copyright
c
 2015 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

2 ANALYSIS OF OPERATING
MODEL OF SATELLITE
MOBILE BROADCAST
SERVICES
2.1 Analysis of the Business Cost
Since the satellite mainly cover the unblocked
outdoor area where mobile multimedia services can
be applied, the outdoor users will receive satellite
broadcast signal and 3G network signal
simultaneously, therefore the analysis is mainly
based on outdoor users. And the cost of building
terrestrial broadcasting system is ignored in this
paper.
Due to the characteristics of broadcast service, a
certain type of broadcast service for example TV
service, Systems needs to send multiple different
source information, while to one user, it only takes
one of them at a certain time. The other system
information is redundant. In the way of Satellite
Mobile Broadcasting, if the terminal cost is ignored,
the operating costs of mobile multimedia services
are
11B
CnBc 
(1)
C
B
is the operating costs of satellite broadcast mobile
multimedia services.
n is business redundancy rate, its definition is: to
a certain type of broadcast service, at a certain point
in time, the ratio of total information system sends
and the useful information a specific user needs. for
example, if the system send 3 TV signals, n=3.
B
1
is bandwidth which a certain Mobile
Broadcasting multimedia services needs. For
example, broadcasting one way service data
information needs bandwidth of 128kbps.
c
1
is unit cost of a certain mobile broadcasting
multimedia services bandwidth. That’s how much
broadcasting 128kbps data information will cost
within 1 way bandwidth. Since the satellite has not
been launched, its value refers to foreign satellite
market rented prices.
In the way of 3G network-on-demand, the operating
costs of mobile multimedia services is
322G
CUBc

 
(2)
C
3G
is the operating costs of 3G network-on-demand
mobile multimedia services.
U is the number of users of this service in 3G
network.
B
2
is bandwidth which a certain Mobile
Broadcasting multimedia services needs. For
example, demanding one way service data
information needs bandwidth of 128kbps.
c
2
is unit cost of a certain services bandwidth.
Which is the cost of 3G that a bandwidth of 128kbps
data information.

is services concurrency probability, showing
that the ratio of users using the service and all the
users in the coverage area.
When
3
B
G
CC

，it can deduce the equal cost
curve of two ways that offer mobile multimedia
services. The bandwidth of per way service is set to
128kbps,
1
c
and
2
c
refer to current market price. we
can get that the applied scope of Satellite Mobile
Broadcasting and 3G-on-demand is showed as
follow:
卫
星广播与
C
网业务适用情况对比
0
50
100
150
200
12345678910
冗余度
用户数( 万户)
市场价格带宽租费等成本线
更低价格带宽租费等成本线
带宽成本的降低会加速扩
大卫星广播的适用范围
卫星广播适
用区域
3G点播适用区域
Figure 1: the applied scope of Satellite Mobile
Broadcasting and 3G-on-demand.
According to the above picture, the following
conclusions can be drawn:
(1) The lower the redundancy of the kind service is,
the more users the service will attract. And the
area of applying satellite broadcast is much
wider.
(2) When getting satellite resources at below-market
price, Satellite broadcast will be more valuable.
Any text or material outside the aforementioned
margins will not be printed.
2.2 Suggestion about Choices of
Satellite Mobile Broadcasting
Business Platform
According to the results of above analysis, there
exists competition between Satellite Mobile
Broadcasting services and 3G network-on-demand.
Whether the costing advantage of Satellite Mobile
Broadcasting Services exists, that is associated with
its redundancy and numbers of user. Business
The Research of Mobile Satellite Broadcasting Communication Business Model
419
The Research of Mobile Satellite Broadcasting Communication Business Model
419

characteristic curves of the redundancy and numbers
of users are shown as follow:
卫星广播与C网业务适用情况对比
0
50
100
150
200
12345678910
冗余度
用户数( 万户)
市场价格带宽租费等成本线
更低价格带宽租费等成本线
带宽成本的降低会加速扩
大卫星广播的适用范围
卫星广播适
用区域
3G点播适用区域
200
150
100
50
0
Redundancy
The same cost curve When the rent cost for satellite bandwidth is an average market price
The same cost curve When the rent cost for satellite bandwidth is a lower price
The area of the applicable scope for 3G video on demand
The area of the applicable scope for satellite
broadcasting will expand when the cost of
satellite bandwidth become lower
The area of the applicable scope
for satellite broadcasting video
The same cost curve
The same cost curve
Figure 2: The first class of business characteristic curve.
According to the first class of business
characteristic curve of above picture, we can get:
business A is only suitable for mobile networks-on-
demand, business B is only suitable for satellite
broadcasting.
冗余度n
用户数
n
0
C业务
D业务
等成本线
卫星广播
适用区域
移动网点播
适用区域
Figure 3: The second class of business characteristic curve.
According to the second class of business
characteristic curve of above picture, we can get: to
business C, when business redundancy is less than
0
n
, it is suitable for mobile networks-on-demand.
When business redundancy is greater than
0
n
, it is
suitable for satellite broadcasting to business D;
when business redundancy is less than
0
n
, it is
suitable for satellite broadcasting. When business
redundancy is greater than
0
n
, it is suitable for
mobile networks-on-demand.
用户数
冗余度n
n
1
n
2
E业务
F业务
等成本线
卫星广播
适用区域
移动网点播
适用区域
Figure 4: The third class of business characteristic curve.
According to the third class of business
characteristic curve of above picture, to business E,
when business redundancy
1
n
<n<
2
n
and less than
0
n
, it is suitable for mobile networks-on-demand,
for all other situations, it is suitable for satellite
broadcasting. To business F, when business
redundancy
1
n
<n<
2
n
, it is suitable for
broadcasting, for all other situations, it is suitable for
mobile networks-on- demand.
2.3 Suggestions about Business
Operating Model
It can be seen from the above analysis that before
operators operate satellite broadcasting business, it is
necessary to consider that competitors may offer the
same services through mobile network-on-demand.
Since the above three kinds of business
characteristic curves all are forecasts, if we want to
get the actual business characteristic curves, we
should adequately research the market analysis and
measurement for the cost, redundancy rate ,user
amount of target business, and choose the most
suitable platform based on the final result.
3 COMPLIMENTARY CLOSE
Satellite Mobile Broadcasting services may be a new
communication business model in domestic market.
Because of the competition with 3G mobile
multimedia services, operators should figure out
business characteristic curves of this service. In
order to instruct the development of business content
and construction of business platform, operators
should also analyze the interval of business
redundancy rate which is needed to realize the
service.
ISME 2015 - Information Science and Management Engineering III
420
ISME 2015 - International Conference on Information System and Management Engineering
420

ACKNOWLEDGEMENTS
The authors would like to thank the editors and the
anonymous referees for their valuable comments and
suggestions. This work was supported by the
Research Foundation for Advanced Talents of
Chengdu University of Information Technology
(KYTZ201407).
REFERENCES
Heping Ma, Fang Yuan; Silin Liu. A low power baseband
chain for CMMB application. Communication
Systems, 2008. ICCS 2008. 11th IEEE Singapore
International Conference on：1466 – 1470.
Siau, Keng; Ee-Peng, Lim. Mobile commerce: Promises,
challenges, and research agenda. Journal of Database
Management12.3 (Jul-Sep 2001): 4-13.
The Research of Mobile Satellite Broadcasting Communication Business Model
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The Research of Mobile Satellite Broadcasting Communication Business Model
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