Abstract: Mobile video is taking off with Innovative services Convergence of video communications and content across technologies, platforms and industries presents great opportunities for 3G operators. HP’s deployments of mobile video in interactive television and community messaging have changed expectations of millions of consumers and allowed subscribers to discover new way to share emotions, feelings and participate to events. We will present case studies and live demonstrations of these deployments in the following fields : Mobile music and video : how 3G video supports the launch of new albums or tours, and strengthen fan clubs; success of 3G video in TV shows. Football and mobile video : how new TV formats include live audience participation. How customized interactions allow delivery of personalised mobile TV content Video bloging and push to video adoption for inter-personal messaging in communities; use of dynamically animated interfaces to create recurrent appeal. Consumer marketing using 3G video outbound call campaigns
Simple : convenient to use, portable and mobile, multiple communication methods (text, voice, video, fixed and mobile) Personal (60% of users take their phone when going to bed), Content : fun, media access Community
Mobile produced content distribution Mobile TV Only a light weight production is needed to build e.g. a documentary Interaction with the TV show can be added with the 3G video call (South by South West) SXSW Music and Media Conference Keynote by Neil Young 1300 musical acts at 58 stages SXSW Interactive Festival four days of keynote speeches, Trade Show, panels, parties and assorted evening fun SXSW Film Conference and Festival emphasizes on all aspects of the art and business of independent filmmaking Music related: http://server1.sxsw.com/2006/vlogs/grp1 http://server1.sxsw.com/2006/vlogs/grp2 http://www.soundslikesuomi.com (Go to “Moscow extra” or “Tour blog”) http://www.kemopetrol.com (Go to Diary) http://www.hoehner.com/etc/webcam2006/html/ Reporter/magazine/newspaper related: http://blogit.yle.fi/katrimakkonen http://blogit.yle.fi/tuijataallahei http://www.yle.fi/blogit/vaali-ilta.html Our own demo blog: www.proudtobebazaar.com (Go to “Bazaar blog”) Problem: Mobile video has gone mainstream thanks to popular portable devices. Podcasting, advertising content with RSS, is shifting to video but it’s not easy to do and many people only want to share their media with a select group of people. Solution:Social Video Services : enable users to record short video podcasts and publish them to a trusted group of friends and/or family. Web services coupled with the OCMP Video platform give users many ways to create, receive and manage mobile video.
This was used to promote several musical bands in Finland and at Midem. Obviously automatic podacasting of sound files and even video adds another 40 million recipients (that have so far downloaded 1 billion iTunes songs e.g. ~20$ ARPU ?) Cleaning Women .Three men dressed in matching cleaning lady outfits play household cleaning equipment transformed into electric instruments: drying racks, washing machine drums... Ovali Virta - The music of Ovali Virta is a combination of indie rock and electro performed with analog synthesizers, electric guitars, saxophones, samplers, sequencers and multiple effects. Finlands internationally most established DJ, Jori Hulkkonen , has since 1996 recorded five albums for the famous French electronic music label F-Com . Huoratron is a musical project of one man, Aku Raski , a Helsinki-based composer, producer and artist. Huoratron's key instruments are two hand-held Nintendo Gameboy consoles. The consoles are modified so that they can create more distorted, rough sounds and heavy bass - not the usual feature of Nintendo Gameboys.
Another example of new market opportunity resulting from convergence is obviously music. The capabilities of 3G have created opportunities for promoting music acts to the public. By providing fans exclusive content and recorded greetings from their favorite stars, it bridges the gap between artists and the public. Here is an example of promotion that was done for artists in Finland. While on tour, the artists were given Nokia N Series phones with Movial’s 'Push-to-Video' is an application that allows people to communicate by video and instant messaging using their contact information. The user signs in to the service - a contact list with presence indicators appears, displaying available contacts - the user selects a contact and instantly sends and receives videos, plus instant messages. Fromdistance's mobile video blogging solution allowed to publish these same video clip in various formats on the customized blot sites of the artists. Fromdistance enables production and publishing of text, image and video content for Internet and TV with just a single mobile device.
Sugababes are one of the UK's most technically innovative music groups, and are the first to blast onto the 3G scene through multimedia portal technology. Voxsurf launched a service in October 2005 enabling fans to dial short code 62003 from their 3G handsets to access a multimedia portal with content including video clips of their latest single, Push The Button, and personal video mail greetings from the band. Island Records is the first music label in the UK to offer a 3G video service of this kind to fans base from 12 to 35 year olds. Sugababes facts and figures - The babes have scored 4 No.1 singles - 'Push the Button' went No. 1 on Sunday, 2 October (2005). 'Freak Like Me' (2002), 'Round Round' (2002), & 'Hole in the Head (2003) also were No. 1 hits - More than 4.25 million albums have been sold to-date globally Universal Music Group consists of record labels Decca Music Group, Deutsche Grammophon, Interscope Geffen A&M Records, Geffen Records, Island Def Jam Music Group, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor Records, Universal Music Latino, Universal Motown Records Group, and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes eLabs, a new media and technologies division. Universal Music Group is a unit of Vivendi Universal, a global media and communications company.
Slide ? : solution #1
WHY DO PEOPLE USE MULTIMEDIA ? We also surveyed extensively a group of camera phone users in UK and USA. We observed in details all the pictures and video clips they had taken in a period and why. Simply said people want to convey rich emotions much more than task-oriented information. The images are a way to remind people of shared context. For example one user sent a picture of his new motorbike, the reply was this picture with the words “my Honda is bigger than your Kawasaki”. We also observed that people take pictures for sending in 65% of cases to groups or single persons. They do not often send them due to MMS limitations but the desire was often there.
Source : Angel Gambino, BBC New Media and Technology, 3GSM, Cannes -- 16th February 2005 Kim Lindhom, Fun to Phone Solutions Oy, January 24th, 2005 TV CHAT SMS and TV chat are extremely popular (people like to see their messages on TV”. They can generate revenues 365 days/year. The example on the top right corner includes speech synthesis (TTS) and avatars. This can easily be extended using interactive video effects. Other example is “talk to the nation” at the BC.
Leadership in standards IETF : HP co-chairs VXML, participates to ccXML, editor of MSCP 3GPP : HP proposes MSRP draft standard, within the SIP application programming model ISO/ITU : HP editor of JPEG 2000, participates to MPEG and ITU-T SG16
Calssical IVR is One vertical system form one suplier wth no open interfaces. The Application and the IVR platfrom are all in one box and from one supplier. If an applicaton is to be changed or added it can only be made together with the sole suppier
3G Mobile Video Interactive Services
3G mobile video interactive services 2006-05-08-Helsinki-Mobile_Monday_Claude Florin_V1.ppt Claude Florin Marketing Manager, HP OpenCall Business Unit Mobile Monday Summit, Helsinki
Create and capture new demand <ul><li>Consumers are looking for “fun” user experience </li></ul><ul><li>Simple </li></ul><ul><li>Personal </li></ul><ul><li>Enjoyable </li></ul><ul><li>Community-enabler </li></ul>
Demand evolution Multimedia adoption Music Games Video Photo MMS Ringtones Ring-back Presence + chat MP3 Mobile TV Push to video time 2.5G wireline & wireless IP broadband Movie clips SMS+ Voice portal Content Personal / Community conference Bloging messaging IPTV Image source : 3 UK at 3GSM 2005
Fun user experiences with 3G video Personal Simple Enjoyable content Community oriented
Music video bloging, podcasting <ul><li>Nokia N90 </li></ul><ul><li>2MP,1600 x 1200 </li></ul><ul><li>VHS-quality video </li></ul><ul><li>Format MPEG-4, .mp4 </li></ul><ul><li>Resolution CIF, 352x288 </li></ul><ul><li>Rate 5-15 frame/s (light ) </li></ul><ul><li>Audio AAC-LC </li></ul>Web & RSS Mobile TV (DVB-H) 3G Video call iTunes® <ul><li>South by South West </li></ul><ul><li>Music & Media Conference </li></ul><ul><li>1300 musical acts </li></ul><ul><li>58 stages </li></ul>http://server1.sxsw.com/2006/vlogs/grp1 http://server1.sxsw.com/2006/vlogs/grp2
Music video bloging, podcasting http://www.myspace.com/kemopetrolband
Music video bloging, podcasting http://www.soundslikesuomi.com/frames.html
Video call completion and messaging <ul><li>Call completion by </li></ul><ul><ul><li>Voice calls </li></ul></ul><ul><ul><li>Video message </li></ul></ul><ul><ul><ul><li>Record 30 s </li></ul></ul></ul><ul><ul><ul><li>Review / send </li></ul></ul></ul><ul><li>Message delivery </li></ul><ul><ul><li>MMS </li></ul></ul><ul><ul><li>Video portal call </li></ul></ul><ul><ul><ul><li>Call setup, introduction menu, playback </li></ul></ul></ul><ul><ul><li>WAP push </li></ul></ul><ul><ul><li>http:// </li></ul></ul>
Video ring-back tones <ul><li>Contents depending on </li></ul><ul><ul><li>caller, </li></ul></ul><ul><ul><li>caller group, </li></ul></ul><ul><ul><li>time of day, </li></ul></ul><ul><ul><li>special days </li></ul></ul><ul><li>Content management </li></ul><ul><ul><li>Buy-what-you-view </li></ul></ul><ul><ul><li>Gift Service </li></ul></ul><ul><ul><li>Content notification </li></ul></ul><ul><ul><li>Suspend/resume service </li></ul></ul><ul><ul><li>Exclude (black list) </li></ul></ul>
Mobile picture and video usage Source: Kenton O’Hara HP Labs 2004, 2005 65% to be shared 34 pics / month 50% small talk 28% Show + 22% Functional Camera multimedia messaging Video-calls 45% move 30% home 20% work 5 v-calls + 3 clips + 4% Group task To share for performing a task 8% Remote task To accomplish a task 10% Personal task To support task without sharing Tasks 35% Group experience , shared moment, children, friends 21% Send to friends or family in the moment or later 40% Personal enjoyment or memories Emotions Groups Person to person Individual
Aspects of convergence <ul><li>Broadband : ubiquitous media distribution </li></ul><ul><li>Quadruple play : fixed and mobile services </li></ul><ul><li>Decomposed of business value chain : xSPs, xNOs </li></ul>
Personalized storytelling Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories
Mobile + broadcast interaction Sources : BBC , Fun to Phone Solutions Oy, Hexia Voice blog Video calls SMS-chat
3G participation TV GSM Association Nominee ‘Best Made for Mobile' Sports Infotainment
3G participation TV GSM Association Nominee ‘Best Made for Mobile' Sports Infotainment
<ul><li>Video, image content sharing </li></ul>Sharing events with friends
Infrastructure for differentiation and low cost <ul><li>Create new markets with </li></ul><ul><li>Enablers for multimedia, service access, personalization </li></ul><ul><li>Cross industry cooperation </li></ul><ul><li>Mixed edge and network services </li></ul>
Align on IP Multimedia Subsystem User equipment plane IP backbone Application plane h h h h Switching plane Service delivery plane HSS
Multimedia service creation Web development Network + devices integration + video + audio + voice Soft DSP Video user experiences h OpenCall Media Platform + Video Resource manager Signalling (SIP) Media processing Audio codecs Video codecs Configuration manager OAM manager Alarm manager CCXML interpreter VoiceXML interpreter
Multimedia service deployment <ul><ul><li>IP </li></ul></ul>IMS Service Provider Application Provider VXML CCXML h h Video portal application Video contact center application
Multimedia service value chain <ul><li>Provisioning </li></ul><ul><li>Usage/Monitoring </li></ul><ul><li>Customer Service </li></ul><ul><li>Charging </li></ul><ul><li>Privacy </li></ul><ul><li>Packaging </li></ul><ul><li>Interaction </li></ul><ul><li>DRM </li></ul><ul><li>Entertainment </li></ul><ul><li>Information </li></ul><ul><li>Communication </li></ul><ul><li>Digital goods </li></ul><ul><li>Delivery </li></ul><ul><li>Location </li></ul><ul><li>QoS </li></ul><ul><li>Authentication </li></ul><ul><li>Multi Networks </li></ul><ul><li>Usage </li></ul>Innovative Flexible Service Retailers Network Operators Applications , Services, Content
OpenCall service developers Portugal 3G Video IP contact center with IVR Collab Germany Call completion, messaging SpeechD. UK Participation TV events Voxsurf Malaysia Sport communities 、 content sharing NGC Korea Rich video calls, content sharing FeelingK Korea Video ring-back, content portal Eluon Korea Video IVR, video ring-back Telenity
Conclusion <ul><li>Create demand with fun 3G video user experiences leveraging both content and communities. </li></ul><ul><li>Make competition irrelevant with value-chains across content providers, software developers and fixed / mobile ASPs </li></ul><ul><li>Enable differentiation and low cost using software infrastructure such as IMS </li></ul>
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