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

3. – ITU – INTERNATIONAL TELECOMMUNICATION UNION
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: http://itu.int/ITU-T/go/sg16
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)