present status of iptv deployment in japan masahito kawamori, ntt
TRANSCRIPT
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Present Status of IPTV Deployment in Japan
Masahito Kawamori,NTT
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Agenda
Background IPTV service deployment by NTT Group Standardized IPTV: NTT’s Approach Conclusion
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What is IPTV?
IP-based Video-centric service, usually provided by Telcos
Often coupled with other multimedia services such as text, graphics, and also with more enhanced interactive services like e-commerce
Perceived to have an infinite possibilities, and may encompass broadcasting in the future
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IPTV Market
IPTV Market has grown rapidly in 2006. IPTV terminals sales increased 150% Service Provider revenues have increased
178% Many services based on Channel service
and Video-on-demand
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Market Growth Projection
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IPTV service deployment by NTT
Hikari TV: NTT’s New IPTV Service Services provided by Hikari TV Strategies of Hikari TV
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Hikari TV: NTT’s New IPTV Service
NTT Group has launched “Hikari TV” service in March 2008.
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Hikari TV: NTT’s New IPTV Service
It provides Video-on-Demand, Linear channel TV service and others on NTT Group’s FTTH networks “Flets Hikari Premium” and “B-Flets” as well as “Flets HIKARI Next”, NTT’s new Next Generation Network also started in March, 2008.
VOD service is offered by NTT Plala, an NTT subsidiary, while Channel broadcasting is provided by I-Cast
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IPTV Situation in Japan before 2008
Several Operators are already starting IPTV services since 2004 and 2005.
The services vary, but mostly Video-On-Demand streaming and Channel streaming service
Few, if not no, provide Download service Most of them received by (proprietary) STB Terminals are tightly coupled with the service --
Traditional Vertical Model No standard IPTV in the market yet
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IPTV in Japan in 2008
Standardized IPTV service specification TV Terminals in retail shops in addition to
proprietary STB Horizontal as well as Vertical business model High Definition Video Content with Quality of
Service Management Use of Metadata as Attractors Strong Interactivity
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NTT’s IPTV Services
Contentaggregator
ServiceProvider
Carrier (Access NW)
Broadcaster (on NW)
4thMEDIA4thMEDIA
On demandTV
On demandTV
OCN TheaterOCN
TheaterHIKARI TVHIKARI TV
Plala Networks,
Inc
NTT-EastNTT-West
OnlineTV
JPC etc.
On Demand
TV
ITOCHU etc.
I-Cast, Inc
NTT-West(NTT-EAST)
NTT-Com
NTT-EastNTT-West
NEO Indexetc.
I-Cast, Inc
ITOCHU etc.
NTT-EastNTT-West
NTT Plala
Since 2008Before 2008
4th Media4th Media
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Services provided by Hikari TV
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Services provided by Hikari TV
Basic Service: Original Content, Shopping Channel, etc.
Basic VOD Plan “Video Zanmai” : All you can watch from 5000 VOD titles
Basic Channel TV Plan “TV O-susume”: 40 Channels with no additional cost
Value Plan (“O-neuchi”): Basic VOD Plan + Basic Channel Plan
Second subscription of any of the three plans in a household will receive 1,050 discount.
Subscriber to one of the plans can receive the same plan with the tuner-rental fee, if additional subscription with the Basic Service
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Pricing
Initial Price (Basic Service): JPY 5,250 (Free until 2008/9)
Monthly Fee– Basic VOD Plan: JPY 2,625 – Basic TV Channels Plan : JPY 2,625– Basic VOD+TV: JPY 3,675. – Optional Service
Karaoke : JPY 525/24 hours or JPY 1,785/Month
– Tuner Rental Fee JPY 525 /Month
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Strategies of Hikari TV
Attractive Content Selection – including DTV retransmission
High Definition Video Efficient H.264 Standard-based Metadata and attractors
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Attractive Content
Over 10000 VOD titles to choose from About 5000 titles already included in the “Basic VOD
Plan”, which allows one to watch any of them without any additional payment.(The largest number in the industry)
Linear Channel Service includes 40 Basic TV Channels, up to 75
Karaoke Service with more than 13000 song titles will start this summer.
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IPTV Retransmission of Digital Terrestrial Broadcasting
To respond to the requests from the user, as attractive content, the retransmission over IPTV of Digital Terrestrial Broadcasting will be provided for NTT’s NGN subscribers.
The service area will start from Tokyo and Osaka, and will spread to other areas as NTT’s NGN service areas expand.
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High Definition Video Quality
Efficient and high quality Video compression is achieved by ITU-T H.264, comparable to current high definition videos broadcast in MPEG-2.
High definition with H.264 is provided for Video-On-Demand and Linear Channel services as well as the retransmission of Digital Terrestrial Broadcasting
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Platform on Standardized IPTV Spec
Platform is based on the specification recommended by IPTV Forum (Japan), comprising CE manufactures and service providers including NTT. This specification is expected to be used commonly for IPTV services in Japan.
This standardized IPTV service of NTT will expand not only for STBs but also for Digital TV sets in the open retail market, which will enhance the serviceability of the platform and improve the user’s benefits.
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Standardized IPTV: NTT’s Approach
The Background of IPTV services Why Standards? Taking Stock of DTV IPTV Forum Japan
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Popularity of Internet Access in Japan
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Broadband Access in Japan
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FTTH in Japan
51 million households128 million people
23
Subs. [million]
20% of households
50% of households
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24
over 30 [inch]
Growth of Large Flat Panel TVs
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Why Standardized IPTV?
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Pros and Cons of STB approach
Pros:– More Versatility and Adaptability– More Resources and Control on Terminal– Easier differentiation
Cons– More expensive for the Service provider– More limited number– More control means more responsibility
How to Maximize the Market without losing Differentiation
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Standardized IPTV as Market Driver
Standardized IPTV will create a big market not only for Content but also for various related services
Standardized IPTV will be the new platform for communication and exchange
Players in the Content Eco-system will benefit from Standardized IPTV
What would be the fast, implementable standardized IPTV that responds to the market?
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Taking stock of DTV
Television sets are currently ubiquitous Many of the functionalities of IPTV can be
covered by Digital TV Mature technologies are already in place If those DTV sets are all IPTV-enabled, the
market for IPTV service will be propelled A migration of DTV to IPTV would be one
direction in which Standardization should go
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Standardized IPTV Terminals
Standardized IPTV will be as ubiquitous as present-day telephones and FAX machines
A wide range of selection and variety of terminals will be in the market just like telephones
Consumers can choose as they want; Differentiation is promoted
Low-priced standard terminal would be good for the wide acceptance of IPTV services
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Example of Standardized IPTV (1)
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Example of Standardized IPTV (2)
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IPTV Forum Japan
MICNext generation broadband Contents distribution forum
IPTV Forum
IP Multicast WG On demand WG PC distribution WG
Steering committee
Contents Development OfficeMinistry of Internal Affairs and Communications
32・ Multicast service・ Re-transmission service
・ VoD・ Download service
observer
With the guidance of MIC, Consumer Electronics Venders, Telcos, and Broadcasters in Japan formed a forum for standardizing IPTV
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Call for Unified IPTV Standard
Carriers are expecting “Unified IPTV Service Specification” would accelerate IPTV market development
– TV equipped with IPTV functionality sold in retail market is a key accelerator
• Government is now enforcing to develop this unified IPTV specifications being able to cover terrestrial retransmission
– IPSP, IP Service Platform for IPTV over Smart pipe, managed network Re-transmission will be integrated
– acTVila for IPTV over Dumb pipe, unmanaged network
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Hikari TV Portal
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An IPTV Implementation based on DTV functions
Communication process
BML browser
Dem
ax
Video decoder
Decrypter
Storage Device
UD
PT
CP
RT
SP
RT
P/F
EC
IGM
P/M
LDIP
HT
TP
/TLS
Ph
ysica
l Data
link
VOD player
EPG
ECG
Presentation process
Remote control
Select program process
Communication I/F
Audio output I/F
Remote control I/F
Descrumbler
CAS cardT
TS
decoder
Video output I/F
Audio decoder
Caption decoder
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Conclusion
NTT has started a new IPTV service, Hikari TV, in 2008The growing popularity of Broadband and FTTH services provide a mature environment for IPTV services in Japan. Hikari TV basic strategies:
Standards-based platformhigh definition, high quality contentVersatile and attractive content
Standardized IPTV is an important step for a wide acceptance of IPTV.
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Thank you!!