Jigsee, which develops adaptive video streaming technology for wireless devices, claims it has developed technology to deliver continuous video streams in low-bandwidth environments, with data rates as low as 50 kilobytes per second (kbps). Industry reports peg the average speed of GPRS data rates across India at around 60 kbps.
The usual procedure of sending a video to a mobile phone assumes a lasting connection between the delivering server and the phone. If the connection is lost midway while transmitting the video, neither terminal would know where the video was left off, and so data transmission starts again. Jigsee uses phone software that tracks the content it receives and in case the connection is lost, re-establishes it and tells the server where it was cut off.
“The wireless network speeds are constantly changing and our technology enables videos streams to adjust the download speeds on-the-fly to give users an uninterrupted display,” says Ray Newal, founder and chief executive. Jigsee's software is written in Java programming language and works on any basic handset with Java and video support. “We estimate over 70 per cent of the mobile handsets in India are feature phones and with Jigsee's app, users can improve the uptake of mobile TV services in emerging markets like India,” he adds.
While the technology enables downloads for mobile-formatted 5-10 minute video clips, Jigsee claims its app works on over 200 Java-enabled mobile entry-level handsets from manufacturers like Nokia, Sony Ericsson, and Micromax. Based on a user's video viewing history, the app can also push the most relevant content to the fore, making the discovery of video content easy on small-screen phones. Users, however, would need to have a GPRS connection activated before they can use the application. GPRS tariffs range between Rs 5-6 per day to Rs 50-99 per month.
Jigsee's co-founders, Areef Raza and Newal, have already added over 100,000 minutes of entertainment content from Indian broadcasters such as UTV, UTV Bindaas, Mukta Arts, 1take Media, Swami Films, Sethia Audio Video, Soor Mandir, Manorama,Mayura, Speed Records and Spice Digital. Regional video content is expected to be big for the company, which expects the video app to take off in Hindi-dominated markets with a growing base of feature phones. “We have added content in Tamil, Telugu, Marathi and Punjabi. But we expect Bhojpuri videos to be the biggest draw and would add fresh content to these soon,” says Newal.
The mobile video app, to be launched on 15 August at leading app stores, including Nokia's Ovi store, Tata DoCoMo, Airtel, Appia (Opera, Mobile2day) and on the company's website for free, would be supported on a few hundred Java-enabled mobile handset models.
With industry reports suggesting mobile streaming video would match direct-to-home viewership in five years, the company plans to monetise its app platform by enabling premium content providers to develop their own content stores on the platform. “This way, premium content can be consumed by users for a fee charged by the content provider. We would also earn from the platform royalties,” says Newal.
