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ITU and digital signage

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Presentation on theme: "ITU and digital signage"— Presentation transcript:

1 ITU and digital signage
Simão Campos Counsellor, ITU-T Study Group 16 “Multimedia”

2 Contents About ITU & ITU-T Global standards Digital signage
We have a plan Conclusion Additional slides

ITU Secretary-General Hamadoun Touré UN agency for telecommunication and ICTs Members: 193 Governments and regulatory bodies 700 Private Sector 30 Academia UN Secretary-General Ban Ki-moon

4 develops ICT standards
ITU-T develops ICT standards ITU-R manages radio spectrum and satellite orbits ITU-D promotes ICT development ITU has three core areas of activity coordinated by the General Secretariat General Secretariat coordinates work of ITU

5 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 ( ): Coordination and international cooperation Production of global standards Bridging the standardization gap Dissemination of information

6 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 ITU-T and ICANN E-Business MoU: IEC, ISO, ITU and UN/ECE

7 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 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

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 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 9 9

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

11 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. Bullet 3: Avalos.

12 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 May 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 August 2011, Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015 99s-digital-signage-forecast-22-million-digital-signs-2015

13 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 Ref: Jose Avalos

14 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 environment Public utility Warnings, instructions, breaking news, etc Point of Wait: corporate, education, hospitality, healthcare and banking Point of Sale: ads, kiosks, branding TV Point of Transit: traveller information and advertising on the go Buyers 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 (

15 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 Multi-device control -

16 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) OAAA (Outdoor Advertising Association of America) 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 Uncertain 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[citation needed] - 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.

17 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 Consolidated 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)

18 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

19 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) 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

20 IPTV example Define standards Develop conformance specs Interop events
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

21 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! Back of REGZA for H.721 with direct connect of an Ethernet cable

22 Interop event for IPTV

23 IPTV App challenge Open call: promote original and creative IPTV applications compliant to ITU’s 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:

24 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!

25 Thank you For more information:
Simão Campos

26 Supplemental slides

27 ITU Organization ITU (International Telecommunication Union) is a UN agency with the following structure ITU International Telecommunication Union ITU-R Radiocommunication Sector ITU-T Telecommunication Standardization Sector ITU-D Telecommunication 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"

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

29 Structure and organization (2/3)
WTSA TSAG 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 Working Parties … Study Groups …

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

31 ITU-T Study Groups SG# Area of ICT SG2
Operational aspects of service provisioning and telecom management SG3 Tariff and accounting principles (including economic and policy issues) SG5 Environment and climate change SG9 Television and sound transmission and integrated cable networks SG11 Signaling requirements, protocols and test specifications SG12 Performance, QoS and QoE SG13 Future networks, including mobile and NGN SG15 Optical transport networks and access network infrastructures SG16 Multimedia coding, systems and applications SG17 Security

32 Study Group 16 Overview Lead SG on: Organization Participants
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 delegates from countries 32

33 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

34 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

35 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

36 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

37 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)

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