committed to connecting the world itu and digital signage simão campos counsellor, itu-t study...

Committed to Connecting the World

ITU and digital signageITU and digital signage

Simão CamposCounsellor, ITU-T Study Group 16

“Multimedia”


Contents

•About ITU & ITU-T

•Global standards

•Digital signage

•We have a plan

•Conclusion

•Additional slides

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– ITU –INTERNATIONAL

TELECOMMUNICATION UNION• UN agency for

telecommunication and ICTs

• Members:– 193 Governments and

regulatory bodies – 700 Private Sector – 30 Academia

UN Secretary-GeneralBan Ki-moon

ITU Secretary-GeneralHamadoun

Touré

Committed to Connecting the World4

ITU-T develops ICT standards

ITU-Rmanages

radio spectrum

and satellite orbits

ITU-D promotes

ICT development

General Secretariat coordinates work of ITU


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 cooperation2.Production of global standards3.Bridging the standardization gap4.Dissemination of information

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ITU-T collaboration44 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

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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


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

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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


Digital signage

• Network of digital displays

• Provision of information, entertainment, merchandising and advertisement

• Centrally managed and addressable

• ITU-T Technology Watch Report NEW!

http://itu.int/techwatch

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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.

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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 http://www.abiresearch.com/press/3687-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, http://www.strategyr.com/pressMCP-6741.asp

• Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015– http://www.digitalsignageconnection.com/intel%E2%80%9

9s-digital-signage-forecast-22-million-digital-signs-2015

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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

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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

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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

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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

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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

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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

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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

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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

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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!

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


Interop event for IPTV

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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:– http://itu.int/en/ITU-T/challenges

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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!

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Thank you

•For more information:– http://itu.int/ITU-T/go/sg16

– Simão [email protected]

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Supplemental slides

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ITU Organization

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ITU International Telecommunication UnionITU-R Radiocommunication SectorITU-T Telecommunication Standardization SectorITU-D Telecommunication Development Sector

http://itu.int/aboutitu/structure

Note 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 theprivate sector has rights to participate on equal footing withgovernments, 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


Structure and organization (1/3)

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•Focus groups

• Joint Coordination Activities (JCA)

•Global Standardization Initiatives (GSIs)

•Workshops

•Regional groups

•Special projects

•Other groups

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ITU-T Study Groups

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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


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

3232


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

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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

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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

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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

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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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committed to connecting the world itu and digital signage simão campos counsellor, itu-t study...

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