Presentation on theme: "ITU and digital signage"— Presentation transcript:
1ITU and digital signage Simão CamposCounsellor, ITU-T Study Group 16“Multimedia”
2Contents About ITU & ITU-T Global standards Digital signage We have a planConclusionAdditional slides
3– ITU – INTERNATIONAL TELECOMMUNICATION UNION ITU Secretary-GeneralHamadounTouréUN agency for telecommunication and ICTsMembers:193 Governments and regulatory bodies700 Private Sector30 AcademiaUN Secretary-GeneralBan Ki-moon
4develops ICT standards ITU-Tdevelops ICT standardsITU-R manages radio spectrum and satellite orbitsITU-D promotes ICT developmentITU has three core areas of activity coordinated by the General SecretariatGeneral Secretariat coordinates work of ITU
5Introducing ITU-T ITU-T: ITU Telecommunication Standardization Sector Governments and the private sector work togetherdevelop OPEN standards for telecommunication networks and services that connect the worldStrategic objectives ( ):Coordination and international cooperationProduction of global standardsBridging the standardization gapDissemination of information
6ITU-T collaboration 44 formal partnerships Vienna Agreement between the international standards orgs and their European regional counterparts.World Standards CooperationPatent policy & Joint eventsITU-T and IEEEMoU & Joint eventsGlobal Standards CollaborationSupports ITU as preeminent global ICT standards organization.ITU-T and 3GPPETSIManagement meetingsITU-T and IETFITU-T and ICANNE-Business MoU: IEC, ISO, ITU and UN/ECE
7Study Group 16 - Multimedia Hollywood presented Emmy Award to ITU, ISO and IEC for revolutionary video standard ITU-T H.264 MPEG-4 AVCUS Academy of Television Arts & Sciences, 2008
8Importance of global standards Global standards essential in a complex worldStandards make things easierEssential for international communications and global tradeDrive competitiveness, for individual businesses and world economyHelp organizations with their efficiency, effectiveness, responsiveness and innovationLower prices and increase availability by reducing technical barriers and promoting compatibility between systems and networksManufacturers, network operators, service providers and consumers benefit
9Standards: proven economic tool WTO trade report 2005British Standards Institute (BSI): standards make annual contribution GBP 2.5 billionGerman standards body (DIN): economic benefits standardization about 1% GDPCanada: 17% of labour productivity increase and nine per cent of growth of GDPStandards have a significant effect on limiting the undesirable outcomes of market failureThe work of ITU has smoothed the more economical introduction of new technologies99
10Digital signage Network of digital displays Provision of information, entertainment, merchandising and advertisementCentrally managed and addressableITU-T Technology Watch Report NEW!
11Markets United States: Largest regional marketDeveloping economies in Asia, Latin America and the Middle East:Major contributors to the predicted uptake of digital signageTop three sectors: retail, corporate and transportation. Others:Restaurants, education, healthcare, hospitalityRetail boom:Many cities in countries including Brazil, China, India, Malaysia, Singapore, Thailand and the UAESpurred by economic growth, increasing incomes and rising standards of living.Bullet 3: Avalos.
12Market growth Caveat: No ITU numbers Spending on digital signage systems:USD 1.3 billion (2010) USD 4.5 billion (2016)Allied Business Intelligence (ABI Research): Digital Signage Revenue to Approach $4.5 Billion in May Digital+Signage+Revenue+to+Approach+$4.5+Billion+in +2016Global spending forecast: USD 13.8 billion (2017)Global Industry Analysts: Global Digital Signage Systems Market to Reach $13.8 Billion by August 2011,Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 201599s-digital-signage-forecast-22-million-digital-signs-2015
13Drivers for growthDigital signage is proving itself in a fragmented media marketDigital signage performance and cost-effectiveness are improvingStandards-based solutions will add to these driversRef: Jose Avalos
14Application scenarios Digital out-of-home advertisingTraveler informationAirports, train stations, etcPedestrian guidance in buildingsCafeteria menusIn-shop information & interactivitySales, flash sales, infomercials, etcBuyers interaction with shop environmentPublic utilityWarnings, instructions, breaking news, etcPoint of Wait: corporate, education, hospitality, healthcare and bankingPoint of Sale: ads, kiosks, branding TVPoint of Transit: traveller information and advertising on the goBuyers interaction with shop environment example:US Gap shop DJ system – customers interact with the shop audio (PA) system using their PDAs/mobile phones to change the music being played.Chip Shot: Aviator or Rimless? Sunglass Shopping Made Social – share pics of glasses with friends while shopping and get feedback. Consumers also can use the digital sign to ‘try on’ different colors and styles. Watch a video of Social Sun demo (http://www.youtube.com/watch?v=dVl7fZcufFU)
15Many technologies put together Displays (normal, touch-screen, 3D)Multi-device controlNetwork infrastructure for content deliveryCommunication protocolsSoftware and hardware for management and playback of contentCustomized application programming interfaces and Software-as-a-ServiceRadio-frequency identification (RFID), near-field communication (NFC)Personalization of content and user interaction become increasingly relevantMulti-device control -
16Situation today Currently: proprietary architectures Emulation of traditional one-way information delivery methodsSpecifications being pushed by industry forums, e.g.POPAI (Point-of-Purchase Advertising International)OAAA (Outdoor Advertising Association of America)Difficult to integrate applications across different networks & vendorsLack of interoperability: challenging and costly to build and expand large-scale digital signage networksComplex value chainExperiments with interactivity and personalization of contentPrivacy and security concernsUncertain ROI – the costs of deploying digital signage can be high. Large outdoor screens are expensive - for example, the LED sign in front of the Las Vegas Wynn Resort cost $15 million - but the much more common, and much cheaper, digital signs based on LCD screens can still represent a significant investment when a large network is planned: the cost of installing one screen in, say, each restaurant in a large fast-food chain could run to millions of dollars. Any investment of this magnitude has to be justified by a clear ROI plan before receiving approval.Lack of interoperability – digital signage products today are mostly closed, proprietary systems. It is difficult to advertise across digital signage networks running different solutions, making the emerging media inferior to nationwide advertising media such as television and the Internet. Due to the lack of a common communication protocol, products from different vendors do not mix, making digital signage systems expensive to build and hard to expand.Complex value chain - a digital signage network can involve at least the following vendors: displays, media player, management software, project planning, installation, field service, network connectivity, bandwidth, content creation, and advertising sales. Managing such a complex value chain is a daunting task and all parties involved may introduce risk factors to fail a project.Lack of understanding - despite considerable media coverage there remains a general lack of understanding about the requirements for the successful use of digital signage. Problems arising from this include poor content and improper type or location of screens.
17Signage tomorrow Will fully use the potential of ICTs Content delivery to a variety of displaysReuse of contentMix & match of components from various manufacturersInteroperability, federationInteractivity, targeted content / advertising (content type, language, etc), sensorial techniquesRFIDs, Bluetooth, NFCHearing, sight, touch, and smellScalable architecturesConsolidated or simplified value-chain (commoditize)Simplified content generationEnabling SMEsConsolidated or simplified value-chain (commoditize): more companies being able to implement DS solutions, meaning cheaper solutions to small-end of end-users (e.g. mom & pops retail shops)
18Standardization scenario Building blocks in placeCommonality with IPTV architecturePresenceEvolving modelBasic services – meeting basic business needs todayScalable functionality to enable future advanced servicesMeeting evolution of user demand and business requirementsNeed open, international standardsConsensus-based; stakeholder scrutiny; IPR
19We have a planITU is actively working on international standards (Recommendations) for digital signageFoundational RecommendationITU-T H.FDSS / Framework for Digital Signage Service (2012)Functional elements: Terminal device, network provider, service provider, content providerAudience measurement for DSS – discussions startedReuse as much as possible of already defined architecturesIPTV, tag-based information delivery, QoS/QoE, security, etcSavings in implementation and deployment
20IPTV example Define standards Develop conformance specs Interop events Recommendations: ITU-T H.700 seriesDevelop conformance specsInterop eventsIron out details of implementationsStrengthening existing RecommendationsSeeing is believingApplication challengesTesting the maturity of solutions
21Standard Managed “Connected TV” H.721 terminals support managed “connected TV”Multiple remote service providers can provide managed IPTV services on any of these standardized terminals (H.721)Actual implementations!Back of REGZA for H.721 with direct connect of an Ethernet cable
23IPTV App challengeOpen call: promote original and creative IPTV applications compliant to ITU’s suite of IPTV standardsITU-T H.761 (Ginga-NCL) and H.762 (LIME) platformsCriteria: Degree of innovation, level of engagement, ease of use, value to societyAward ceremony and demo during ITU Telecom World event (Geneva, October 2011)Details:
24ConclusionCurrent situation does not favor scalability and wide, cost-effective deployment of digital signageSolutions are needed using open standardsMulti-vendorPublic scrutinyGovernment vettingITU is well positioned to deliver timely and relevant standardsAlready working on Digital Signage standards!
25Thank you For more information: http://itu.int/ITU-T/go/sg16 Simão Campos
27ITU OrganizationITU (International Telecommunication Union) is a UN agency with the following structureITU International Telecommunication UnionITU-R Radiocommunication SectorITU-T Telecommunication Standardization SectorITU-D Telecommunication Development SectorNote well!!Standardization work: driven by the private sector * All major ICT companies are members of ITUITU is uniquely different from other UN organizations in that the private sector has rights to participate on equal footing with governments, and actually are responsible for all technical standards developed by ITU, which are called "Recommendations"
28Structure and organization (1/3) Plenipotentiary ConferenceITU CouncilGeneral Secretariat(radiocommunication)ITU-RWRCRA(development)ITU-DWTDC(standardization)ITU-TWTSA
29Structure and organization (2/3) WTSATSAGStudy Group xWorking Party 1/xQuestion 1/1Working Party 2/xQuestion 1/2Working Party 3/xQuestion 1/3Study Group yWorking Party 1/yWorking Parties …Study Groups …
30Structure and organization (3/3) Focus groupsJoint Coordination Activities (JCA)Global Standardization Initiatives (GSIs)WorkshopsRegional groupsSpecial projectsOther groups
31ITU-T Study Groups SG# Area of ICT SG2 Operational aspects of service provisioning and telecom managementSG3Tariff and accounting principles (including economic and policy issues)SG5Environment and climate changeSG9Television and sound transmission and integrated cable networksSG11Signaling requirements, protocols and test specificationsSG12Performance, QoS and QoESG13Future networks, including mobile and NGNSG15Optical transport networks and access network infrastructuresSG16Multimedia coding, systems and applicationsSG17Security
32Study Group 16 Overview Lead SG on: Organization Participants multimedia coding, systems and applicationsubiquitous applications ("e-everything", such as e-health)telecommunication/ICT accessibility for persons with disabilitiesOrganizationWP1:Network signal processing and voiceband terminalsWP2:Applications and systems WP3:Media coding Q20:Multimedia coordinationQ26: Accessibility to Multimedia Systems and Services )Participantsdelegates from countries32
33SG 16 management Chairman Mr Yushi Naito (Japan) Vice-chairmen, Working Party chairmenMr Harald Kullmann, WP1Messrs Noah Luo & Seong-ho Jeong, WP2Ms Claude Lamblin, WP3Messrs Mark Neibert (USA); Fodé Soumah (Guinea); Ibaa Oueichek (Syria)Counsellor: Mr Simão Campos
34WP1 Network signal processing and voiceband terminals Q14: Voiceband modems and facsimile terminals protocols: specification, performance evaluation and interworking with NGNQ15: Voice gateway signal processing functions and circuit multiplication equipment / systemsQ16: Speech enhancement functions in signal processing network equipmentQ18: Interaction aspects of signal processing network equipment
35WP2 Applications and systems Q1: Multimedia systems, terminals and data conferencingQ2: H.323 real-time multimedia systemQ3: Multimedia gateway control architectures and protocolsQ4: Advanced functions for H.300-series systems and beyondQ5: Telepresence systemsQ12: Advanced multimedia system for NGN and other packet-based networks
36WP2 (continued)Q13: Multimedia application platforms and end systems for IPTVQ21: Multimedia architectureQ22: Multimedia applications and servicesQ24: Multimedia functions in NGN and other networksQ25: USN Applications and ServicesQ27: Vehicle gateway platform for telecommunication/ITS services/applicationsQ28: Multimedia framework for e-health applicationsQ13: collaboration with ISO/IEC JTC1 SC 29/WG 11 (MPEG) on advanced IPTV terminal (AIT) developmentQ21&Q22: collaboration with JTC1 SC31 WG6 on networked aspects of identification
37WP3Media codingQ6: Visual codingQ7: System and coordination aspects of media codingQ8: Generic sound activity detectionQ10: Speech and audio coding and related software toolsQ6: Collaboration with ISO/IEC JTC1 SC29/WG11 (MPEG) on new video coding development (JCT-VC)