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Committed to Connecting the World ITU and digital signage Simão Campos Counsellor, ITU-T Study Group 16 Multimedia.

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Presentation on theme: "Committed to Connecting the World ITU and digital signage Simão Campos Counsellor, ITU-T Study Group 16 Multimedia."— Presentation transcript:

1 Committed to Connecting the World ITU and digital signage Simão Campos Counsellor, ITU-T Study Group 16 Multimedia

2 Committed to Connecting the World Contents About ITU & ITU-T Global standards Digital signage We have a plan Conclusion Additional slides 2

3 Committed to Connecting the World – ITU – INTERNATIONAL TELECOMMUNICATION UNION UN agency for telecommunication and ICTs Members: – 193 Governments and regulatory bodies – 700 Private Sector – 30 Academia UN Secretary-General Ban Ki-moon ITU Secretary-General Hamadoun Touré

4 Committed to Connecting the World 4 ITU-T develops ICT standards ITU-R manages radio spectrum and satellite orbits ITU-D promotes ICT development General Secretariat coordinates work of ITU

5 Committed to Connecting the World Introducing ITU-T ITU-T: ITU Telecommunication Standardization Sector Governments and the private sector work together – develop OPEN standards for telecommunication networks and services that connect the world Strategic objectives (2012-2015): 1.Coordination and international cooperation 2.Production of global standards 3.Bridging the standardization gap 4.Dissemination of information 5

6 Committed to Connecting the World ITU-T collaboration 44 formal partnerships Vienna Agreement between the international standards orgs and their European regional counterparts. World Standards Cooperation – Patent policy & Joint events ITU-T and IEEE – MoU & Joint events Global Standards Collaboration – Supports ITU as preeminent global ICT standards organization. ITU-T and 3GPP ETSI – Management meetings ITU-T and IETF – Management meetings ITU-T and ICANN – Management meetings E-Business MoU: IEC, ISO, ITU and UN/ECE 6

7 Committed to Connecting the World Study Group 16 - Multimedia Hollywood presented Emmy Award to ITU, ISO and IEC for revolutionary video standard ITU-T H.264 MPEG-4 AVC US Academy of Television Arts & Sciences, 2008

8 Committed to Connecting the World Importance of global standards Global standards essential in a complex world Standards make things easier Essential for international communications and global trade Drive competitiveness, for individual businesses and world economy Help organizations with their efficiency, effectiveness, responsiveness and innovation Lower prices and increase availability by reducing technical barriers and promoting compatibility between systems and networks Manufacturers, network operators, service providers and consumers benefit 8

9 Committed to Connecting the World 9 Standards: proven economic tool WTO trade report 2005 British Standards Institute (BSI): standards make annual contribution GBP 2.5 billion German standards body (DIN): economic benefits standardization about 1% GDP Canada: 17% of labour productivity increase and nine per cent of growth of GDP 1981-2004 Standards have a significant effect on limiting the undesirable outcomes of market failure The work of ITU has smoothed the more economical introduction of new technologies

10 Committed to Connecting the World Digital signage Network of digital displays Provision of information, entertainment, merchandising and advertisement Centrally managed and addressable ITU-T Technology Watch Report NEW! 10

11 Committed to Connecting the World Markets United States: – Largest regional market Developing economies in Asia, Latin America and the Middle East: – Major contributors to the predicted uptake of digital signage Top three sectors: retail, corporate and transportation. Others: – Restaurants, education, healthcare, hospitality Retail boom: – Many cities in countries including Brazil, China, India, Malaysia, Singapore, Thailand and the UAE – Spurred by economic growth, increasing incomes and rising standards of living. 11

12 Committed to Connecting the World Market 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 2016. 31 May 2011 Digital+Signage+Revenue+to+Approach+$4.5+Billion+in +2016 Digital+Signage+Revenue+to+Approach+$4.5+Billion+in +2016 Global spending forecast: USD 13.8 billion (2017) – Global Industry Analysts: Global Digital Signage Systems Market to Reach $13.8 Billion by 2017. 25 August 2011, Intels Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015 – 99s-digital-signage-forecast-22-million-digital-signs-2015 99s-digital-signage-forecast-22-million-digital-signs-2015 12

13 Committed to Connecting the World Drivers for growth Digital signage is proving itself in a fragmented media market Digital signage performance and cost-effectiveness are improving Standards-based solutions will add to these drivers 13

14 Committed to Connecting the World Application scenarios Digital out-of-home advertising Traveler information – Airports, train stations, etc Pedestrian guidance in buildings Cafeteria menus In-shop information & interactivity – Sales, flash sales, infomercials, etc – Buyers interaction with shop environmentinteraction Public utility – Warnings, instructions, breaking news, etc 14

15 Committed to Connecting the World Many technologies put together Displays (normal, touch-screen, 3D) Multi-device control Network infrastructure for content delivery Communication protocols Software and hardware for management and playback of content Customized application programming interfaces and Software-as-a-Service Radio-frequency identification (RFID), near-field communication (NFC) – Personalization of content and user interaction become increasingly relevant 15

16 Committed to Connecting the World Situation today Currently: proprietary architectures Emulation of traditional one-way information delivery methods Specifications being pushed by industry forums, e.g. – POPAI (Point-of-Purchase Advertising International) POPAI – OAAA (Outdoor Advertising Association of America) OAAA Difficult to integrate applications across different networks & vendors Lack of interoperability: challenging and costly to build and expand large-scale digital signage networks Complex value chain Experiments with interactivity and personalization of content – Privacy and security concerns 16

17 Committed to Connecting the World Signage tomorrow Will fully use the potential of ICTs Content delivery to a variety of displays – Reuse of content Mix & match of components from various manufacturers – Interoperability, federation Interactivity, targeted content / advertising (content type, language, etc), sensorial techniques – RFIDs, Bluetooth, NFC – Hearing, sight, touch, and smell Scalable architectures Consolidated or simplified value-chain (commoditize) Simplified content generation – Enabling SMEs 17

18 Committed to Connecting the World Standardization scenario Building blocks in place – Commonality with IPTV architecture – Presence Evolving model – Basic services – meeting basic business needs today – Scalable functionality to enable future advanced services Meeting evolution of user demand and business requirements Need open, international standards – Consensus-based; stakeholder scrutiny; IPR 18

19 Committed to Connecting the World We have a plan ITU is actively working on international standards (Recommendations) for digital signage Foundational Recommendation – ITU-T H.FDSS / Framework for Digital Signage Service (2012) ITU-T H.FDSS – Functional elements: Terminal device, network provider, service provider, content provider Audience measurement for DSS – discussions started Reuse as much as possible of already defined architectures – IPTV, tag-based information delivery, QoS/QoE, security, etc – Savings in implementation and deployment 19

20 Committed to Connecting the World IPTV example Define standards – Recommendations: ITU-T H.700 series Develop conformance specs Interop events – Iron out details of implementations – Strengthening existing Recommendations – Seeing is believing Application challenges – Testing the maturity of solutions 20

21 Committed to Connecting the World Standard 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! 21 Back of REGZA for H.721 with direct connect of an Ethernet cable

22 Committed to Connecting the World Interop event for IPTV 22

23 Committed to Connecting the World IPTV App challenge Open call: promote original and creative IPTV applications compliant to ITUs suite of IPTV standards – ITU-T H.761 (Ginga-NCL) and H.762 (LIME) platforms – Criteria: Degree of innovation, level of engagement, ease of use, value to society Award ceremony and demo during ITU Telecom World event (Geneva, October 2011) Details: – 23

24 Committed to Connecting the World Conclusion Current situation does not favor scalability and wide, cost-effective deployment of digital signage Solutions are needed using open standards – Multi-vendor – Public scrutiny – Government vetting ITU is well positioned to deliver timely and relevant standards Already working on Digital Signage standards! 24

25 Committed to Connecting the World Thank you For more information: – – Simão Campos 25

26 Committed to Connecting the World Supplemental slides 26

27 Committed to Connecting the World ITU Organization 27 ITUInternational Telecommunication Union ITU-RRadiocommunication Sector ITU-TTelecommunication Standardization Sector ITU-DTelecommunication Development Sector Note well!! Standardization work: driven by the private sector * All major ICT companies are members of ITU ITU 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" ITU (International Telecommunication Union) is a UN agency with the following structure

28 Committed to Connecting the World Structure and organization (1/3) 28 Plenipotentiary Conference ITU Council General Secretariat ITU-R (radiocommunication) WRCRA ITU-D (development) WTDC ITU-T (standardization) WTSA

29 Committed to Connecting the World Structure and organization (2/3) 29 WTSATSAG Study Group x Working Party 1/x Question 1/1 Working Party 2/x Question 1/2 Working Party 3/x Question 1/3 Study Group y Working Party 1/y Question 1/1 Working Parties … Study Groups …

30 Committed to Connecting the World Structure and organization (3/3) Focus groups Joint Coordination Activities (JCA) Global Standardization Initiatives (GSIs) Workshops Regional groups Special projects Other groups 30

31 Committed to Connecting the World ITU-T Study Groups 31 SG#Area of ICT SG2Operational aspects of service provisioning and telecom management SG3 Tariff and accounting principles (including economic and policy issues) SG5Environment and climate change SG9Television and sound transmission and integrated cable networks SG11Signaling requirements, protocols and test specifications SG12Performance, QoS and QoE SG13Future networks, including mobile and NGN SG15Optical transport networks and access network infrastructures SG16Multimedia coding, systems and applications SG17Security

32 Committed to Connecting the World Study Group 16 Overview Lead SG on: – multimedia coding, systems and applications – ubiquitous applications ("e-everything", such as e- health) – telecommunication/ICT accessibility for persons with disabilities Organization – WP1:Network signal processing and voiceband terminals – WP2:Applications and systems – WP3:Media coding – Q20:Multimedia coordination – Q26: Accessibility to Multimedia Systems and Services ) Participants – 200-250 delegates from 24-26 countries 32

33 Committed to Connecting the World SG 16 management Chairman Mr Yushi Naito (Japan) Vice-chairmen, Working Party chairmen – Mr Harald Kullmann, WP1 – Messrs Noah Luo & Seong-ho Jeong, WP2 – Ms Claude Lamblin, WP3 – Messrs Mark Neibert (USA); Fodé Soumah (Guinea); Ibaa Oueichek (Syria) Counsellor: Mr Simão Campos 33

34 Committed to Connecting the World WP1 Network signal processing and voiceband terminals – Q14: Voiceband modems and facsimile terminals protocols: specification, performance evaluation and interworking with NGN – Q15: Voice gateway signal processing functions and circuit multiplication equipment / systems – Q16: Speech enhancement functions in signal processing network equipment – Q18: Interaction aspects of signal processing network equipment 34

35 Committed to Connecting the World WP2 Applications and systems – Q1: Multimedia systems, terminals and data conferencing – Q2: H.323 real-time multimedia system – Q3: Multimedia gateway control architectures and protocols – Q4: Advanced functions for H.300-series systems and beyond – Q5: Telepresence systems – Q12: Advanced multimedia system for NGN and other packet-based networks 35

36 Committed to Connecting the World WP2 (continued) – Q13: Multimedia application platforms and end systems for IPTV – Q21: Multimedia architecture – Q22: Multimedia applications and services – Q24: Multimedia functions in NGN and other networks – Q25: USN Applications and Services – Q27: Vehicle gateway platform for telecommunication/ITS services/applications – Q28: Multimedia framework for e-health applications Q13: collaboration with ISO/IEC JTC1 SC 29/WG 11 (MPEG) on advanced IPTV terminal (AIT) development Q21&Q22: collaboration with JTC1 SC31 WG6 on networked aspects of identification 36

37 Committed to Connecting the World WP3 Media coding – Q6: Visual coding – Q7: System and coordination aspects of media coding – Q8: Generic sound activity detection – Q10: Speech and audio coding and related software tools Q6: Collaboration with ISO/IEC JTC1 SC29/WG11 (MPEG) on new video coding development (JCT-VC) 37

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