IMB is capable of streaming live video, and broadcasting and storing popular content on the device for later consumption, both resulting in significant offloading of data intensive traffic from existing 3G unicast networks and an improved customer experience.
The rich multimedia client features a highly intuitive electronic program guide (EPG), channel grid and embedded video player for live TV viewing and video recording. All of the IMB applications can be quickly, effortlessly and cost effectively adapted to support all major mobile operating systems and different mobile device types including smartphones, tablets and e-readers.
Olivier Avaro, Amdocs Hub vice president of applications, commented: "IMB has the potential to deliver the multimedia experience consumers want at an economic model that makes sense for operators. Streamezzo and IPWireless bring advanced application features that enable service providers to move beyond mobile TV and offer innovative and intelligent new broadcast services that will lead to an enhanced consumer experience."
"Streamezzo's expertise designing rich mobile media experiences combined with our core IMB technology allowed us to rapidly design compelling applications that meet our operator customers' requirements for managing the current surge in multimedia traffic and delivers users a superior experience," said William Jones, CEO at IPWireless. “Together, we look forward to bringing these applications to even more devices and making IMB ubiquitous."
IMB was defined in the 3GPP release 8 standards, and was recently endorsed by the GSMA as its preferred method for the efficient delivery of broadcast services.
In June 2010, O2, Orange and Vodafone announced that they had teamed up for a three month trial of IMB where they will explore using the IMB wireless technology within the little used tranche of 3G spectrum, TDD spectrum. The trial will commence in October 2010 and intend to show how IMB can deliver data intensive services, such as mobile TV in a more efficient way.
This spectrum already forms part of the 3G licenses held by many European mobile operators, but has remained largely unused because of a lack of appropriate technology. Currently, 3G TDD spectrum is available to over 150 operators across 60 countries covering more than half a billion subscribers.
IMB enables spectrally efficient delivery of broadcast services, in TDD spectrum based on techniques that are aligned with existing FDD WCDMA standards. This allows for a smooth handover between IMB and existing 3G networks.