Gemalto Powers World's First SIM-Based Mobile TV Trial in Singapore with Media Corp, MobileOne, SingTel and StarHub

Consumer mobile TV trial in Singapore is world's first to use OMA BCAST SCP standard together with a comprehensive viewership measurement system

Amsterdam, the Netherlands, Sept 9, 2008 - Gemalto (Euronext NL0000400653 GTO), the world leader in digital security, today announces that the world’s first Open Mobile Alliance Smart Card Profile compliant mobile TV consumer trial is to be enabled by Gemalto’s UpTeq™ mobile TV Subscriber Identity Module and viewership measurement service in Singapore. Working in conjunction with an advanced live measurement platform, the UpTeq high-end SIM will study usage patterns, making it the ideal mobile content customer relationship management tool.
 
This consumer trial is backed by a strong industry-wide partnership comprising Singapore’s leading media companies MediaCorp, StarHub and SingTel for the content provision, Singapore’s three main operators MobileOne, SingTel and StarHub for the content delivery, Alcatel-Lucent for the Digital Video Broadcasting – Handheld (DVB-H) platform and Samsung for the mobile TV handsets.
 
The Open Mobile Alliance (OMA) Mobile Broadcast Services Enabler Suite (BCAST) is a globally recognized standard for mobile TV that specifies a variety of features amongst which is the use of a smart card for content protection. The smart card has always enjoyed recognition as the platform of choice for portable secure devices. The UpTeq Mobile TV SIM provides the end-to-end security needed for mobile digital television and is a simple, well-understood means for operators to market their services in any combination of post-paid, pre-paid or pay-per-use model.
 
Of particular interest to operators and content providers is the unique ability for the UpTeq SIM to analyze viewer usage patterns such as most viewed channel, duration spent viewing a channel and other channel switching patterns. The viewership measurement system records, organizes and presents this highly valuable data for further analysis. This gives service operators a critical tool to observe and anticipate growth trends, and to identify problem areas that ordinarily are difficult to spot.
 
Tan Teck Lee, President of Gemalto Asia commented, “What makes this trial unique is the first time use of the OMA BCAST Smart Card Profile for conditional access, with the interoperability this brings to the three operators involved. Moreover, any new service deployment demands specific feedback about consumers’ behavior and reaction, and Mobile TV is a prime example of this need. To close the loop between content provisioning and viewer choice, we used the Gemalto Trusted Services Manager approach to structure the system. This greatly improves the effectiveness and appeal of mobile content whilst at the same time protecting the confidentiality of the individuals’ data.”
 
Mr Mock Pak Lum, MediaCorp’s Managing Director for Technologies says, “The mobile phone is truly a unique platform as a third screen for TV content. The success of the Mobile TV service depends on abundance of handsets and good user experience. We are very happy that Gemalto is supporting us for this trial.”
 
The mobile TV trial will be extremely useful in helping us gain a better understanding of our customers' viewing habits and preferences and the types of content they want. The sophisticated SIM technology provided by Gemalto is a key enabler for the trial and will be crucial to our ability to meet the trial's major objectives," added Lee Kok Chew, Director of Business Development and Strategic Planning, MobileOne.

Mr Anil Nihalani, Head of Mobile Services at StarHub, continued, “The mobile TV trial is important in two aspects. We hope to get valuable feedback and information from customers on their viewing habits, programme preferences and receptiveness to such a service. In addition, we intend to evaluate the effectiveness of the proposed SIM card technology in managing content security, a key concern for both content partners and operators.”
 
Mr Kang Aik Siang, Director of Consumer Products (Mobile), SingTel commented, “The mobile channel continues to be an exciting platform for content distribution. Using the UpTeq Mobile TV SIM as the subscription device is easy for operators to manage and is also convenient for consumers in terms of its portability across compatible handsets. This ensures that subscribers always have continuity of service even when changing handsets.”
 
Alcatel-Lucent is dedicated to the integration and the delivery of a multi-standard end-to-end Unlimited Mobile TV solution, spanning all aspects of Mobile TV operators’ and service providers’ technical needs,” added Olivier Coste, Chairman of Alcatel-lucent’s mobile broadcast activities. “Leveraging Gemalto’s leadership in digital security, we are committed to the success of this world-first DVB-H trial using the powerful OMA BCAST SCP content protection standard, which positions the Singaporean market at the forefront of Mobile TV worldwide.”
 
Trial participants have already been able to enjoy a rich variety of content as well as comprehensive telecasts of the 2008 Beijing Olympics.


About Gemalto
Gemalto (Euronext NL 0000400653 GTO) is the leader in digital security with pro forma 2007 annual revenues of over €1.6 billion, more than 85 offices in 40 countries and about 10,000 employees including 1,300 R&D engineers.
In a world where the digital revolution is increasingly transforming our lives, Gemalto’s solutions are designed to make personal digital interactions more convenient, secure and enjoyable.
Gemalto provides end-to-end digital security solutions, from the development of software applications through design and production of secure personal devices such as smart cards, SIMs, e-passports, and tokens to the deployment of managed services for its customers.
More than a billion people worldwide use the company's products and services for telecommunications, financial services, e-government, identity management, multimedia content, digital rights management, IT security, mass transit and many other applications.

As the use of Gemalto’s software and secure devices increases with the number of people interacting in the digital and wireless world, the company is poised to thrive over the coming years.
For more information please visit www.gemalto.com.

About M1
M1, Singapore's most exciting and innovative mobile, broadband and IDD service provider, was launched in April 1997. Since then, it has made significant inroads into the local mobile communications market, gaining considerable brand presence and market share. M1 aims to be the leader in personal voice, business and data communications, focusing on value, quality and customer service. More information on M1 is available at www.m1.com.sg.

About StarHub
StarHub is Singapore's fully-integrated info-communication company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates Singapore's fastest two-way 3.5G mobile network that delivers up to 14.4 Mbps for downlink (with HSPA+ coming soon) to complement its nation-wide GSM network, and an island-wide HFC network that delivers multi-channel cable TV services (including Digital Cable and High Definition Television) as well as ultra-high speed residential broadband services. StarHub also operates an extensive fixed business network that provides a wide range of data, voice and wholesale services.
Launched in 2000, StarHub has become one of Singapore's most innovative info-communications providers, and the pioneer in 'hubbing' - the ability to deliver unique integrated and converged services to all its customers. StarHub is listed on the main board of the Singapore Exchange since October 2004 and is a component stock of the Straits Times Index. Visit www.starhub.com for more information.

About SingTel
SingTel is Asia's leading communications group providing a portfolio of services including voice and data services over fixed, wireless and Internet platforms. It has a network of 37 offices in 19 countries and territories throughout Asia Pacific, Europe and the United States. Together with its regional partners, SingTel is Asia’s largest multi-market mobile operator, serving more than 185 million mobile customers in eight markets.

About MediaCorp
MediaCorp is Singapore’s leading media company with the most complete range of platforms, spanning television, radio, newspapers, magazines, movies and digital media.

It pioneered the development of Singapore’s broadcasting industry, hitting the radio airwaves in 1936 and beaming the first TV pictures in 1963. Today, MediaCorp has over 55 products in four languages (English, Mandarin, Malay and Tamil), that reaches to all adults in Singapore each week.

Among them are industry firsts such as the first in the world to use Digital Video Broadcast technology for outdoor digital television, and Asia’s first Digital Audio Broadcast radio service. Initiatives in the digital space include a highly successful online classifieds, Internet TV-on-demand and High Definition TV broadcast.

Beyond Singapore, the diversified group is making its presence felt through co-productions in TV dramas and movies, magazines publishing, as well as Channel NewsAsia International, the only Asian owned English news channel.

In 2007, it entered into a financial and strategic relationship with Indonesia's most integrated media company PT Media Nusantara Citra and its parent, Global Mediacom. MediaCorp has a stake in Nanjing-based Dahe Media Pte Ltd, a leading Chinese outdoor advertising firm, and International Media Corporation in Vietnam, set up to develop and produce entertainment and economic news content as well as to provide channel management services.

Winner of numerous international awards and accolades including Asia Television's Broadcaster of the Year, MediaCorp’s vision is to become Asia’s top media company, delivering valued content to the world.

For more information, please visit www.mediacorp.com.sg.

About Alcatel-Lucent
Alcatel-Lucent (Euronext Paris and NYSE: ALU) provides solutions that enable service providers, enterprises and governments worldwide, to deliver voice, data and video communication services to end-users. As a leader in fixed, mobile and converged broadband networking, IP technologies, applications and services, Alcatel-Lucent offers the end-to-end solutions that enable compelling communications services for people at home, at work and on the move. With operations in more than 130 countries, Alcatel-Lucent is a local partner with global reach. The company has the most experienced global services team in the industry, and one of the largest research, technology and innovation organizations in the telecommunications industry. Alcatel-Lucent achieved revenues of Euro 17.8 billion in 2007 and is incorporated in France, with executive offices located in Paris. For more information, visit Alcatel-Lucent on the Internet: http://www.alcatel-lucent.com.



Media Contacts:
 
Gemalto
Marcos Fernandes
T.: +852 2306 3626
M.: +852 6051 6425
marcos.fernandes@gemalto.com
Fleishman-Hillard
Johahn Bhurrut
T.: +65 6424 6382
F.: +65 6424 6355
johahn.bhurrut@fleishman.com
 
MediaCorp
Clarence Pong
Assistant Vice President
Corporate Communications
T.: (65) 6350 3343
F: (65) 6251 5628
clarencepong@mediacorp.com.sg
 
M1
Chua Swee Kiat
General Manager
Corporate Communications
T.: (65) 6895 1060
M. (65) 9689 4627
F.: (65) 6899 3902
chuask@m1.com.sg
 
StarHub
Michael Sim
Senior Manager, Corporate Communications
T.: (65) 6825 5188
M.: (65) 9859 0241
F.: (65) 6721 5015
michaelsim@starhub.com
 
SingTel
Tricia Lee
Manager, Corporate Communications
T.: (65) 6838 3065
M.: (65) 9150 7199
F.: (65) 6733 1350
tricialee@singtel.com
 
Alcatel-Lucent
Régine Coqueran
T.: + 33 (0)1 40 76 49 24
regine.coqueran@alcatel-lucent.com
Mary Ward
T.: + 1 908 582 7658
mary.ward@alcatel-lucent.com
 
   


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