Analyzing the subscription based download service application as a part of 3G content delivery solution : A case study for Celcom (M) Bhd / Sharifah Nurul Iza Saiyid Kushari

Third Generation wireless technology or 3G brings together two of the world's fastest
growing industries; mobile communication and wireless internet. Subscription Based
Download Service (SBDS) is a type of 3G service that focuses on video downloads and
large files content. It serves as a solution for the weakness of current downloading
service. SBDS has a download feature whereby the content being pushed to subscriber
during off peak hours. Compared to user initiated downloading, network gets congested
most of the time due to unscheduled request of content. The protocols involved can only
support small sized files content and lacks of recoverability. Downloading needs to be
initiated all over again if interruption does occur. Flexibility is the key feature of the
SBDS. Furthermore, this research also aims to analyze the SBDS concept and also the
interdependencies of the entities involve in the content based service value chain. It
analyzes all aspects of the system including the Over-The-Air protocol for downloading,
business models and roles of entities. It exposes how content provisioning works and
answers why it is significant to emphasize on content market and services. The research
is done based on the collection of primary data from interviews held with Celcom (M)
Berhad personnel. The secondary data consists of previous studies, newspapers and
journals related to the topics. Subsequently, the research also discovers the challenges
and issues surrounding 3G multimedia content management and content based services.
Finally the research provides recommendations to overcome the problems in 3G
environment.