MWC 2017: Ericsson, Telstra, The Fox Innovation Lab claim industry first with content delivery solution | Mobile | News | Rapid TV News
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Ericsson Telstra and The Fox Innovation Lab at 21st Century Fox have unveiled technology to pre-position personalised, premium film content directly onto consumer devices.

Launched at Mobile World Congress, the trial content delivery solution, claimed to be a first of its kind, aims to give users immediate access to new release content in premium quality with no impact to device performance or data plans. Users will receive notifications when the latest films that match their interests become available. The movies are pre-positioned on a consumer’s device and are available immediately for purchase or rent. They play in full 1080p HD and high quality audio without interruption, both online and offline, and irrespective of network connectivity.

“Our customers love entertainment content and are increasingly watching it on their mobiles. Running this pilot in collaboration with innovative partners is a great way for us to test and learn how we can improve the customer experience while at the same time achieving network efficiencies,” explained Telstra chief executive officer Andrew Penn. “It has the potential to offer our customers a truly distinctive video customer experience, delivering studio sanctioned picture and audio quality. The solution will use Telstra’s Media Optimised Network, including LTE-B capability to pre-position content, and therefore have limited impact on overall network traffic with little to no additional infrastructure cost.”

The pilot will kick off immediately and will last for a month. A closed number of Telstra, Fox and Ericsson customers will obtain a mobile device with a trial app, giving them instant access to new release movie titles provided by Twentieth Century Fox, in full HD 1080p quality.

The solution uses Ericsson MediaFirst’s cloud based media store for content processing and origin, its Unified Delivery Network for global content delivery, and the MediaFirst TV Platform to provide a seamless, personalised and intuitive experience.

The partners say that by offering instant access to the latest studio releases with a premium audio visual experience, service providers can increase ARPU, differentiate from competitors and lower content distribution costs. Additionally, they assert that there is limited impact to network traffic and resources and little to no additional infrastructure expenditures.