Samsung Electronics has upgraded the feature set of its Smart eMBMS solution, designed to bring network quality enhancements to operators, with a particular emphasis on an improved video experience. Smart eMBMS employs a dynamic cell activation algorithm which detects when multiple users in a cell are unicasting the same video content from select sources. When the number of users reaches a certain threshold in a given cell, that cell’s eMBMS will activate, switching users automatically to the broadcast stream. This frees up critical spectrum resources for other uses within the cell.

Deployment of Smart eMBMS promises operators greater control over their networks. Broadcasted content can be selected by the operator, and targeted at certain areas of the network. Meanwhile, new revenue streams can be established through pre-roll or interstitial advertising. For example, after watching a short advert, users could then enjoy the broadcast for free. Since such ads can be deployed on a per-cell basis, they can be more locally-targeted. Additionally, as Smart eMBMS leverages the latest video optimization techniques based on the MPEG Media Transport standard, latency in video delivery is reduced.

In January 2014, Samsung commercialized the first eMBMS technology in South Korea with national operator KT. Since then, it has been used to help support many large events, including a visit to Korea by the Pope, which drew crowds of over one million.