Envivio is taking advantage of the iPhone OS 3.0 with iLiveTV, a product that encodes and distributes mobile video for live and on-demand TV services.

Envivio suspects that wireless carriers and content owners will be able to attract iPhone subscribers by putting its 3G network and Wi-Fi video to good use. ILiveTV incorporates the Envivio 4Caster CF video-encoding platform, content delivery server software, a Web-based Cover Flow iPhone navigation portal and support from an experienced team of mobile TV experts.

"Watching TV on mobile devices may be the ultimate expression of the freedom from time and place that traditional TV service providers such as cable companies have been pitching for the past few years," said Ian Locke, vice president of global communications at Envivio Inc., San Francisco, CA.

"A fully implemented Envivio iLiveTV solution gives subscribers all of the time shifting and on demand capability they expect at home, but makes it available anytime, anywhere," he said.

Envivio is a technology provider of IP video convergence products for carriers and broadcasters supporting the top three screens used by consumers: TV, PC and mobile phones.

ILiveTV is available now for iPhone users and a private demonstration can be found at http://www.envivio.com/solutions/ilivetv.php.

According to Envivio, the iPhone is redefining mobile entertainment with its game-changing video format.

By pairing its technology with the iPhone features, Envivio expects to leave the end user satisfied with an unprecedented online mobile video service experience.

"Mobile live and on demand television is exciting, but recent history has shown that unless the quality of experience is excellent, subscribers easily become disillusioned," Mr. Locke said.

"ILiveTV is not just about getting video from point A to point B," he said. "Rather, it is a complete solution that ensures that subscribers can easily find the content they want and that it is delivered at the very highest quality possible for their given connection."

With iLiveTV, wireless carriers can offer customers multiple channels of live broadcast TV over the iPhone's 3G and Wi-Fi networks.

ILiveTV comes equipped with features such as Catch-up TV, video on demand and a client channel guide.

Since iLiveTV supports the advanced capabilities of the iPhone OS 3.0's new mobile video format, it can adapt to available bandwidth, optimize full screen video playback and increase battery life.

For native iPhone 3.0 users, iLiveTV is optimized for their video player and doesn't require any additional software to be installed, only that the iPhone be upgraded to run OS 3.0.

Because iPhone users expect high-quality everything from their phone, iLiveTV has a customizable Web interface that features Cover Flow navigation. This offers users a better channel surfing experience for end users.

The video encoding for iLiveTV is powered by Envivio's 4Caster C4 which provides service to millions of IPTV, Internet TV and mobile TV subscribers worldwide.

The 4Caster C4 has the ability to support a variety of networks and client devices and is a fully upgradeable system.

It works by taking in analog or digital sources and simultaneously encoding and protecting the content set to be delivered at multiple bitrates through Envivio's H.264 Extreme Compression mobile video codec.

Since it can automatically adapt to network bandwidth fluctuations, this multi-profile encoding system ensures automatic delivery of high quality picture.

ILiveTV comes readily equipped with all the software necessary to deliver protected video from standard Web servers.

"Envivio Mobile TV solutions are already installed around the world delivering content to millions of mobile devices," Mr. Locke said.

"The iPhone is widely recognized as the emerging leading platform for mobile entertainment. With Apple's new OS 3.0, it is now possible to create and achieve new levels of mobile TV service."