Up close with ICO mim: The new face of Satellite Multimedia (Part 2)
Thursday, January 17, 2008 at 9:59 AM
Tags: ICO, Mobile Audio, Navigation, Satellite Services, Telematics
This is the second part of my experience with ICO mim at CES 2008. Read Part 1 here.
As part of my meeting with ICO Global Communications at CES I had the distinct opportunity to ride in a vehicle outfitted with their Mobile Interactive Media ("mim") service. The vehicle had LCD screens everywhere you looked, all streaming live video direct from ICO mim. The accompanying photos are all taken from within that vehicle.
Since the satellite is scheduled to launch in March, the service was being provided through a terrestrial signal coming from a temporary tower called a COW ("Cellsite On Wheels"). We'll cover more on the COW later.
But first, I know what you're thinking. Is broadcast video really something that the public would want in their cars? Afterall, drivers should be spending their time watching the road, not watching TV. But, it looks like ICO has factored all that in.
For instance, with the advent of polarized screens, drivers can view the GPS navigation interface (provided by ICO mim) while passengers can view the live video content (also provided by ICO mim). In addition, the driver can listen to the video content as if it's a radio (much like how Sirius and XM broadcast the TV feed of CNN, CNBC, Fox, etc). But once the vehicle in is park, the driver can choose to watch sections of the broadcast after the fact - all because the feed is cached much like a DVR/TiVo.
Also ICO mim doesn't just provide mobile video content, it also will offer vehicle assistance similar OnStar. In fact, they pointed out that there is no "star" in OnStar because the service is cellular based - if you have no signal, you have no assistance. ICO mim will provide true nationwide roadside assistance, regardless of whether there's a cell signal.
Navigation capabilities are very similar to what XM and Sirius are rolling out with NavTraffic/NavWeather and Traffic Link. ICO mim will provide real-time traffic and weather alerts, and re-route you based on the conditions ahead.
But there's also an added layer of interactivity.
Using you're regular internet connection at home or work, ICO mim will let you pre-program tasks and activities into your account. Then you can download and access them from your car. So you don't just have the regular points-of-interest on your navigation system, you have personalized data and a custom agenda for use on the road. Pretty cool.
My next question was about content. It's all fine and dandy to have the mobile video capabilities, but that's useless until you have something that people want to watch. That's when ICO told me that they just signed a deal with NBC Universal, and the stream we were watching was live MSNBC. Suddenly this took on a whole new level of reality.
Follow the jump for additional in-vehicle photos (and I do apologize for the blurry shots)...
Here's some shots of the live video. This is the display on the dashboard:
And here's the backseat display:
More (blurry) shots:
Part 3 coming soon...
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Given that satellite radio is having a tough time reaching critical mass, in-car video is an absolute lost cause. You have a very small potential subscriber base (a small fraction of what that for satellite radio) and the video applications are, relatively speaking, bandwidth hogs.
Real time traffic and weather require minimal bandwidth, but are already covered by XM (and, supposedly, by SIRI, although you don't hear much about it), both of which have long-term deals with OEMs that aren't going away. Who's going to buy ICO?
It is really hard to envision this company making it -- paying for the launch of a satellite -- on the basis of these offerings (if they're going to do video, they really are going to need a second satellite to provide diversity, are they not?)
XM and SIRI already have data pipes to vehicles, and have invested in the software technology (Digital Fountain) to make it functional and reliable. But where are the applications? DCX is doing the backseat TV, but Sirius will never, ever make a nickel doing this. XM has done a great job with Navtraffic and soon, with in-vehicle weather (both extremely efficient uses of bandwidth). Parking spaces and cheapest gas services are cool, too -- but hardly form the basis of major revenue generators.
What other applications are hanging out there just waiting to use this data pipe? Where is the application that will turn the pipe into a money maker?
Posted by: Stack Pointer | January 17, 2008 11:16 AM
I agree with Stack. Scatter shot approach at best.
The offering are incredibly niche and confusing. Even the company name is convoluted and difficult to understand. What is a "mim"?!?
Posted by: TulaneJeff | January 17, 2008 1:10 PM
Now, I am sure this is the same ICO that submitted comments to the FCC oposing the merger unless the two companies were forced to give up their "exclusive contracts" with OEM dealers, am I right?
If so, this is what they are shooting for. They are probably willing to drop some cash to get their system put into some OEMs, and having the merger force Sirius/XM to give up those exclusive agreements will open the door for just that. The problem of course is that the two biggest manufacturers, GM and Honda, are have a vested interest in the survival of the merged company. This means that ICO will be having to pay some serious bucks to get into smaller OEM companies.
But still, ICO I am sure has been able to learn a LOT from the operations of XM and Sirius both, including satellite constellation configuration, compression systems, etc. etc. etc. And perhaps they dont even want to do satellite radio, but get an agreement WITH XM/Sirius to provide the music and allow them to concentrate on that data. I am assuming that ICO is going to be purchasing spectrum in the new 700 spectrum that is going to be auctioned this spring to be able to provide these services?
Posted by: Brian R. | January 17, 2008 1:48 PM
Brian R.,
ICO already owns 700MHZ Spectrum... and I think the MIM is just part of their story.
Posted by: David L. | January 19, 2008 2:04 PM
A note on the comment that there is no "star" in OnStar... actually there is... XM. It's not bi-directional, so your vehicle stillcan't get back to OnStar, but your vehicle can receive data from them, if they send your vehicle a request. I believe that's how the vehicle unlocking is done... but not certain on that.
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