Etisalat to launch TV mobile by mid-2007
Etisalat yesterday unveiled its mobile TV service, targeted to be available to the UAE consumer in mid- 2007, “subject to a clear resolution of issues,” commented Etisalats chief marketing officer, Essa Al Haddad.
The date for the launch of the full service will depend on how quickly issues between the various parties — the networks, the content providers, and the service providers — are resolved, explained Al Haddad. This includes issues such as how the content will be unbundled and how revenues will be divided. “We have been targeting a Gitex launch,” said Al Haddad, adding that etisalat “has been trialling and commited to the launch of mobile TV for over a year.” Throughout the five-day exhibition, etisalat is presenting live demonstrations of pay-TV channels on Nokia N92 multimedia mobiles and other digital video broadcast-handheld (DVB-H) devices and mobile phones. Television content is broadcast across the DVB-H frequency, which is presently being provided using Nokias DVB-H broadcasting solutions.
Seven channels are available during the trial including Al Jazeera, BBC World, CNBC Arabiya, ART, E-Junior and Infiniti Television. The trial is free of charge and all consumers who own DVB-H enabled devices can access the service within a 2km radius of the Dubai World Trade Centre.
After Gitex is finished “the trial phase will be suspended until the issues with the Telecommunications Regulatory Authority (TRA) and other parties are finalised,” said Al Haddad. When the service becomes fully operational there will be a number of free-to-air channels as well as pay-per-view channels available, explained Al Haddad. Consumers will be able to select a basic package or specific packages and, if they wish, continue to use their existing SIM card. The offer will be available at Etisalat outlets or those of its key retail partners, which includes Emirates Computers, Carrefour and Jumbo. A price tag has not yet been put on the service. “We are gauging the market appetite,” said Al Haddad, but it “will be affordable pricing at a monthly fee.” Some services will attract a premium subscription.
He also said that for now there was “no link between the manufacturer and the package.” But he added: “The model will change and will change fast to allow the customer freedom to choose and to have a one-stop shop.”
Etisalat is also showcasing the BlackBerry Pearl in the UAE at Gitex, which will be launched in the UAE in mid-December. Currently, the device is only available in North America and parts of Europe “so Etisalat will be the first operator in the Middle East to offer Blackberry Pearl to customers,” said Blackberrys director of sales, Middle East, Khaled Kefel.
The BlackBerry Pearl is a one of the worlds smallest smartphones. It comes complete with digital camera, multimedia capabilities and expandable memory. Its functions include phone, email, web browser, text messaging (SMS and MMS), instant messaging, and organiser applications.
The Blackberry will allow individuals access to their personal email accounts as well as corporate ones. In May, etisalat launched Blackberry Enterprise, but demand outpaced expectations so Blackberry Internet for the Individual was the logical next step.
The companys one-year projections were reached in six months, said Al Haddad. “Actual figures are better than projected. That is why we are launching the Blackberry Pearl,” he said. The price will be given at that time.
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