The Future of Converged The Future of Converged SystemsSystemsMark JeffreyMark JeffreyStandards ArchitectStandards ArchitectMicrosoft Entertainment and Devices Microsoft Entertainment and Devices DivisionDivisionmark.jeffrey@microsoft.com

Convergence TodayConvergence Today

IPTVIPTV

CellularCellularNew Media PlatformsNew Media Platforms

HandheldHandheld

PVRPVR

Connected TV – NPlayConnected TV – NPlay

Convergence In Developed Convergence In Developed CountriesCountries

First computerFirst computer

Third “Computer”Third “Computer”

Evolved from the Evolved from the computercomputerPay upfrontPay upfrontLittle shared accessLittle shared accessBroadcast is a “feature”Broadcast is a “feature”

Second “Computer”Second “Computer”

Opportunities for IdeasOpportunities for Ideas FTA Data BroadcastFTA Data Broadcast Community accessCommunity access Low-cost receiversLow-cost receivers Pay-for-use / PrepayPay-for-use / Prepay

Broadband (DSL, Cable)Broadband (DSL, Cable)

Broadcast, Cellular,Broadcast, Cellular,DVB-H, IP-DatacastDVB-H, IP-Datacast

Delivering Services inDelivering Services inthe Developing Worldthe Developing World

Convergence in Developing Convergence in Developing CountriesCountries

Third ComputerThird ComputerComputer as a Computer as a

sharedshared service serviceLow-cost Low-cost

“personal” “personal” computercomputer

Second “Computer”Second “Computer”

First “Computer”First “Computer”

Cell Phone as a computing Cell Phone as a computing & media platform& media platformBroadcast data servicesBroadcast data servicesPay-as-you-goPay-as-you-goShared accessShared access

Personalised ServicesPersonalised ServicesUser registers preferences for:User registers preferences for:

Shows and Genres they enjoyShows and Genres they enjoyActors and Directors they followActors and Directors they followThe area they live (or would like to)The area they live (or would like to)Advertising they would like (or not) to Advertising they would like (or not) to seesee

Converged services can all tailor Converged services can all tailor themselves based on a single set of themselves based on a single set of expressed preferencesexpressed preferencesBut...But...

The Identity ParadoxThe Identity ParadoxCellular networks assume:Cellular networks assume:

1 human user1 human user1 SIM card to authenticate 1 SIM card to authenticate useruser1 device in use1 device in use1 call being made or1 call being made or1 service being accessed1 service being accessed

The Identity ParadoxThe Identity ParadoxTelevision experience is based on:Television experience is based on:

Multiple users of a device (television)Multiple users of a device (television)Multiple TVs and other devices in the Multiple TVs and other devices in the homehomeDynamic changes of user(s) between TVsDynamic changes of user(s) between TVsUnattended childrenUnattended children

TV users do not want toTV users do not want to“log in” to their television“log in” to their televisionserviceservice

Except for Parental controlExcept for Parental control

SummarySummaryBroadband access is changing the Broadband access is changing the way people access media, including way people access media, including broadcastbroadcastConvergence has special benefits for Convergence has special benefits for the developing worldthe developing world

Opportunity to leapfrog traditional Opportunity to leapfrog traditional solutionssolutions

Some convergence scenarios are Some convergence scenarios are trickier than they seem at first looktrickier than they seem at first look

e.g. Identitye.g. Identity

©2007 Microsoft Corporation. All rights reserved.This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.

Digital Decade PredictionsDigital Decade PredictionsMusic sales online: >80%Music sales online: >80%Video sales online: >50%Video sales online: >50%TV Personalization/InteractivityTV Personalization/Interactivity

Advertising: >50%Advertising: >50%Content: >40%Content: >40%

U.S. students with tablet devices: U.S. students with tablet devices: >50%>50%Reading done onscreen: >50%Reading done onscreen: >50%