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    IPTV IPTV Document Transcript

    • IPTV the journey to personalized TV
    • Contents: Introduction The digital natives are growing up A completely new consumer experience Ready for Personalized TV The road to the Individual TV Experience The introduction of IMS-TV Creating a mass market for IPTV Winning the battle for the Connected Home New services supported by advertising Managing more content on more platforms More complexity – but more help Stay ahead of the game 02
    • Introduction Over the last decade, Pay-TV platform operators have adapted their technologies and business models to incorporate digital TV, interactivity, video-on-demand (VOD), personal video recorders (PVR), and more recently, HDTV. Not surprisingly, most of these innovations have been focused on the home television set – which is where the TV industry has traditionally made its living. The changes during the next 10 years will be equally exciting – and possibly even more significant. That is because television will start to converge with fixed-line and mobile telecoms, and entertainment and communications will blend into unified service propositions. Viewers will be offered Internet-sourced video alongside traditional television and VOD as part of an increasingly personalized TV experience. Consumers will be able to access their converged multimedia services on television, through their PC or on handheld devices including mobile phones. This paper outlines our vision for the future of television and illustrates how all these consumer propositions are possible today. It shows how operators can adapt their networks and service layers cost-effectively to make personalized TV a reality. 03
    • The digital natives are growing up The Individual TV Experience Convergence-led TV experiences are the necessary response to The post-digital, post-wireless, post-Internet generation thinks a revolution in multimedia consumption over the last five years, and behaves differently than their parents. Ericsson Consumer which has been brought to prominence by headline figures for Lab investigated their desires as part of a global study covering Internet video downloads, the growth of social networking, and 35,000 consumers. They identified four key requirements for an increasing acceptance of time-shifted television. next-generation TV. These are ‘TV that is personal’, ‘TV that connects me to everything’, ‘TV that is high quality’ and ‘TV that Young consumers – the so-called ‘digital natives’ - have been is worth the money.’ watching less linear broadcast TV and more on-demand content on the television, PC, and mobile phone. They have ‘TV that is personal’ means people want to control what they been pursuing converged entertainment and communication watch, when they watch it, and which devices they watch it experiences that are sometimes solitary but often sociable and on. They want the ability to time-shift their viewing and want always built around personal content preferences. to be able to transfer content from one device to another, like from the home television to their mobile phone when they The impact on the television industry would have been greater leave the house. They only want advertising messages that if the digital natives were older, making the purchase decisions are relevant to them, and they want user-generated as well when choosing a Pay-TV or triple-play provider. But they are as professionally produced content because, for them, growing up. As more digital natives become heads-of-household, entertainment is entertainment. and as older consumers adopt more personalized entertainment habits, the television and communications landscape will start During this extensive consumer study, it became obvious that to alter – slowly at first and then, as competitive pressures are younger consumers want to communicate, share content, brought to bear, rapidly and dramatically. view content and even produce content – all at the same time on the same device. ‘TV that connects me to everything’ represents this vision of customers living their lives online and The “digital natives” on three screens. A new generation is emerging ‘TV that is high quality’ means consumers want to be entertained My Space/ and never bored. They will only accept high picture quality and 10,000 hours of YouTube Different expectations are unforgiving of performance glitches. They want great HDTV mobile phone use about work and play for their widescreen TVs. All services must be easy-to-use 250,000 emails, Technologically whether viewed on TV, PC or mobile phone, and must allow IM, and SMS literate users to quickly find the content they want. Consumers want 5,000 hours of the same functional choices whether they are watching their Consantly video game playing connected 60 inch plasma, laptop or mobile phone. 3,500 hours of online Content creators For television to be ‘worth the money’ it must be valuable to social networking and multi-taskers Sharing/ consumers but also affordable as a monthly subscription. Blogging People are willing to pay for services that address an urgent Source: Digital Natives Project (2007), Pew Internet & American ife Project (2007), Financial Times (September 20, 2006) need, have a social element such as peer pressure or status, or Figure 1: Typical content consumption by the digital native which are convenient. on entry to theworkforce The Individual TV Experience accepts the desires and demands of modern consumers and will quickly appeal to all age groups. It provides a clear roadmap to make them a reality. It is consumer-focused, and is designed to make all customers happy, make them loyal, and encourage them to spend more money with service providers. 04
    • A completely new consumer experience The evolution towards a more personalized TV experience has IMS changes everything already begun, as the uptake of on-demand services illustrates, The introduction of IMS (IP Multimedia Subsystem) to the especially on cable where VOD has been available longest. television environment represents a paradigm shift that will Driven by catch-up content (from broadcasters like the BBC and enable completely new experiences not possible before. Channel 4), 52 percent of TV customers at UK cable operator The impact of IMS-enabled TV will grow dramatically over the Virgin Media are regularly using the on-demand service.[1] At next few years. US cable operator Comcast, viewers have been watching 130 million hours of time-shifted content each month[2] while in IMS-TV delivers a number of compelling consumer propositions. IPTV, the Verizon FiOS TV VOD library offers more than 11,000 It enables people to access content that is stored inside their titles per month, 70 percent of which are free. [3] home from any device and from any network outside the home, or log into their personal profile for their IPTV service from any In mature on-demand markets, content owners (including network. It enables people to remotely control their TV services broadcasters) are warming to the concept of time-shifting, via personal mobile devices, like setting program reminders and thanks partly to the reports they receive on how consumers scheduling recordings, or checking what people are watching interact with their content. Some are shunning the relative in the home. simplicity of live, off-air ingest and recording mechanisms, and instead pre-preparing their catch-up programs as if they were With IMS-enabled TV, users can transfer TV sessions between VOD movies, so they can include promotional materials. devices, including from a TV to a mobile device or from a mobile device to the TV. Entertainment and communications can be An increasing volume of television content is being made blended so that television includes presence and on-screen available for managed network, time-shifted television. The Instant Messaging. Television subscribers can make use of a successful BBC iPlayer has been replicated on UK cable in convenient, presence-enabled address book. this way, and managed network catch-up now accounts for approximately one-third of all BBC iPlayer views.[1] Consumers can adopt separate user IDs within the home to support the personalization of content and advertising they IPTV operators like Orange in France and PCCW in Hong Kong receive. IMS-TV also enables open Internet and managed have illustrated the power of on-demand and have gone further network services to be delivered on the same devices. by delivering content across multiple platforms to multiple screens. They are showing the way towards a personalized TV experience but for telecoms operators there is much more to come – including truly converged, blended television and communications services. Figure 2: Expanded capabilities of IMS [1] Virgin Media press release, February 2009 [2] Comcast press release, March 2008 [3] Verizon press release, October 2008 05
    • Ready for Personalized TV Connected consumers Digital natives will be early adopters of personalized TV but history tells us that new multimedia behaviors and expectations are The ultimate vision for telcos is an IPTV service that puts learnt within families and workplaces, and across generations. each user at the center of their own entertainment universe, For this reason, we expect all television providers to adapt connected to all the content and services they care about, and their networks and delivery technologies to deliver the Individual all the people they care about, all the time. Consumers will have TV Experience. always-on access to the IPTV platform regardless of device, location or network. They will find services, and services will This includes cable and satellite operators as they evolve into find them. integrated service providers, with Voice over IP and mobility via partnerships or their own networks. We believe that in time, IPTV will come to be viewed as the entertainment element of a unified home service that will However, we believe that telecom companies will lead the way also include communications (wireless telephony, electronic to personalized TV. This is partly because they are IP-centric, messaging, instant messaging, intercom, voice/video partly because of their wireless heritage, but mainly because conferencing) and security (in-home monitoring, intrusion they have the most to gain from change. As late entrants to detection, remote video surveillance). the Pay-TV market, IPTV operators need further service differentiation to sustain continued growth. By pioneering There will be home service applications provided and managed converged TV experiences, they can take a leadership position by the network operator, including off-site storage, presence, and revolutionize triple-play services. calendar synchronization, collaboration, and health services. The road to personalized TV – what we call the Individual TV This long-term vision for IPTV is a completely new consumer Experience – begins with great television. Service providers who experience. It requires an understanding of how television will want to embark on this journey need solutions partners who can operate in a wider context, and a new approach to building and help them deliver best-in-class IPTV today and help build the maintaining video delivery networks. IPTV platform of tomorrow. Above everything, it requires convergence. It needs IPTV networks that are built upon open standards, where multiple Building blocks for success component parts are interoperable and where systems can be swapped in and out with plug-and-play convenience. It The technology and service enablers for a personalized, needs unified intelligence that tracks each consumer, their cross-platform and converged television experience are now requests and their consumption, wherever they are. It requires available. TANDBERG Television and Ericsson provide many of all-encompassing management systems, including provisioning the key technologies and we work very effectively with third-party and billing. And it cannot be achieved without content delivery vendors to develop and implement comprehensive solutions. that is totally rationalized and cost-effective. We provide the expertise needed to prepare networks, service layers and services for a low-risk and cost-effective migration. Our capabilities include: • Video processing solutions that maximize picture quality and minimize bit-rates (including SD and HDTV encoding and turn-around). Ericsson and TANDBERG Television have provided over one-third of the IPTV headends deployed worldwide[4], thanks in part to our award-winning iPlex™ video processing platform. This combines high-density encoding, transcoding and transrating and allows operators to input virtually any video format and resolution and convert it for nearly any consumer playout scenario. 06
    • TANDBERG Television pioneered next-generation compression content, and lets operators market a ‘try before you buy’ (as we did MPEG-2) and we have progressively cut the bit- PC-based IPTV service or deploy IPTV without set-top boxes. rates needed for very high quality broadcast TV. We provide SVG (Scalable Vector Graphics) rendering technology delivers the picture quality differentiation needed in a competitive HD graphics, faster animations and faster response times for Pay-TV market, plus the multi-stream SD and HD that makes the TV portal. multi-room TV and multi-channel PVR recording a reality. • The world’s first commercially available IPTV middleware • VOD and Time-Shift Television solutions that scale economically that is integrated with IMS, which can be deployed in a to cope with more unicast video services, including traditional (non-IMS) network or in an IMS-based network. catch-up TV and network PVR. Our Emmy award-winning ® This makes cross-platform services and blended television/ OpenStream Digital Services Platform is powering some of ® communications services affordable and scalable. It gives the largest on-demand catalogs on earth with operators who operators the flexibility they need to create, trial and deploy really understand how to increase non-linear consumption. personalized TV experiences. • Comprehensive advertising solutions for linear, non-linear and • The Ericsson Connected Home Gateway, which gives interactive TV, covering everything from local advert insertion consumers the freedom to access and interact with their to targeted adverts and unified cross-platform campaign home multimedia devices, services and media, wherever they management. Through our AdPoint Advanced Advertising ® are. The gateway also enables one single entry point for IPTV Platform, we are preparing the ground for advertising models and multimedia telephony services into the home. that can exploit a more personalized TV environment and help to pay for the introduction of advanced services. Understanding convergence television • A Full Service Broadband Architecture that provides a We offer a deep understanding of the business and networks standards-based approach to converging fixed and mobile of telecoms, television and mobile. This is backed by years of networks. Because the transport layer is access agnostic consulting, systems integration, network rollout and network and independent of the service delivery capabilities in the management on behalf of large customers. There is significant network, it costs less for our network customers to introduce and sustainable in-house expertise and innovation that will new access technologies and new services. Users can ensure we continue to be one of the world’s wired and wireless access the network in a consistent way from wireless or wired TV/communications solutions pioneers. connections, ensuring economies of scale as operators deliver cross-platform and converged services. Our experience across all platforms means we are well placed to build hybrid broadcast/IPTV solutions, whether it is satellite/ • Content management solutions designed to cope with IP, cable/IP or terrestrial/IP. We understand television, mobile increasing volumes of on-demand content and television/ and broadband in their own rights, and have a unique ability to advertising delivered to multiple screens over multiple help operators deploy the technologies and business models networks. that make convergence-led television a reality. • IPTV middleware supporting must-have television functionality including nPVR, local PVR, multi-room and Picture-in-Picture (PiP), over non-IMS or IMS-enabled networks. A PC Client means consumers can enjoy a managed IPTV experience on a PC, giving them more freedom about where they consume [4] MRG, September 2008 07
    • The road to the Individual TV Experience As wired broadband delivery capabilities increase thanks to deep Network and services infrastructure fiber access based on VDSL2 or GPON, and mobile broadband For IPTV providers who already offer best-in-class linear and evolves, the true potential of fixed-mobile convergence will be non-linear television, there are two immediate challenges. unleashed. First, develop network and services infrastructure that Mobility will be an important part of IPTV development. Mobile are convergence-ready. Second, develop convergence- broadband will have a telling effect on the whole multimedia focused consumer services that generate new revenues, marketplace as HSPA Evolution delivers upwards of 21 Mbps attract new subscribers and strengthen relationships with and LTE makes 150+ Mbps broadband possible over cellular existing customers. networks. By 2013, there will be well over three times as many Because television requires extremely high availability, high mobile broadband subscribers as fixed broadband (internal capacity and high quality-of-service (low delay variation and Ericsson forecasts). Consider the potential for fixed/mobile no bit-errors), IPTV puts completely new demands on the service convergence in this environment. broadband access and metro-Ethernet transport network. Research company IDC questioned 1,000 consumers aged In terms of network infrastructure, operators need high- 12-35 and 750 IT managers from the US, Italy, UK, Australia speed ubiquitous broadband via fixed and mobile, including and South Korea, and found that one-fifth would pay for a standards-based Full Service Broadband network (with access to all multimedia content from any device, anywhere. Multi-Edge Access routers) to enable fixed-mobile convergence. IDC’s independent Global Multimedia Report, published in The network has to be able to manage issues such as: 2008, predicted dramatic expansion of convergent multimedia services through to 2011. End-user requirements Network impact These services are access-agnostic, with a mobile and fixed Redundancy with fast convergence Quality of Experience component offered by a single service provider over a converged and First mile Quality, FTTx network infrastructure. IDC reckoned these were worth less 3-play QoS and traffic separation to guarantee high priority services than USD 100 million in 2008 but said they will value nearly USD Large channel selection Efficient multicast 3.5 billion by 2011. More than one TV First mile capacity (VDSL2 or Fiber) Distributed caching Personalized TV (nPVR, VOD, Access (Check capacity at Time-Shift TV etc.) session start, guarantee capacity during session) HDTV First mile capacity, MPEG-4 AVC Network impact of end-user requirements when delivering IPTV To deliver a high quality, truly personalized television experience, operators need a high degree of integration and management control over the following areas: • Traffic separation methods Figure 3: Fixed mobile convergence • QoS • IP address management • RGW alternatives • Resource Access Control System 08
    • • Service Access Control Until recently, IPTV has lacked a holistic approach to • Multicast control signaling standardization. There have been only limited attempts to enable • Access nodes IPTV to exist as one application area in the wider context of an • Metro Aggregation operator’s business. Thus, all use case scenarios that involve interaction with other operator subsystems require a specific • Edge node implementation to be integrated with a vertical IPTV solution. • Metro and Core Transport Furthermore, this implementation is normally not reusable in • Headend other use cases. IMS changes this. • Hybrid DVB & IP architectures IMS can be exploited to deliver communication enablers such • Security Aspects as presence, messaging, multimedia telephony and chat, • Microwave transport among other things. The implementation of standards IPTV • Unicast distribution middleware enables the operator to think of IPTV as one service But perhaps the greater challenge is how network operators among others. manage their multitude of services within a unified architecture As the IMS-based TV middleware resides in an access- and back office - an example of this being IMS-IPTV. To provide dependent network, users will be able to access the features on the flexibility and adaptability to bring new services to market a TV screen, a PC or a mobile device in a seamless way. This quickly, we believe they must evolve a Service Orientated requires that client devices evolve to a common standard to fit Architecture that draws together applications, the Service the middleware, rather than the middleware being specifically Delivery Platform, managed networks and the connected home. adapted to a selected set of end-user terminals. And based upon these foundations, IPTV providers will be able to deliver consumer experiences that truly differentiate them Open standards are not just important for operators individually from rivals. – they will also play a crucial role in effecting the successful implementation of IPTV services globally by providing the industry with economies of scale. History proves that for network The value of standards operators, open standards mean more competition, sustained Open standards like IMS and OIF (Open IPTV Forum) competition, and lower prices. For consumers, standards are conformance and those being created within the ATIS IPTV always good news. That is why we are such strong supporters Interoperability Forum (IIF) will be key enablers. These provide of standardization efforts. the interoperability that will enable convergence-led service innovations in a timely and cost-effective manner. We believe IMS-based TV is the most suitable standards solution for IPTV over managed networks and that IMS is a prerequisite to a truly converged TV service. With traditional TV middleware solutions, the middleware is custom-made for a particular set of hardware and often adapted for a particular customer (vertical solutions). This means developing and launching additional applications for IPTV services has been costly, if possible at all. Adding support for multiple suppliers of different components (like set-top boxes and video servers) has also been complex and it has not been possible for third-parties to create add-on applications without Figure 4: Importance of standards in terms of driving interoperability substantially modifying the operator’s IPTV network. 09
    • The Introduction of IMS-TV TANDBERG Television and Ericsson started demonstrating real Indeed, IPTV providers should consider the many applications examples of what IMS-enabled television looks like in 2008. We and services that have yet to be invented when considering the have showed how an IPTV service can recognize the presence value of standards. Our advice is to build platforms that, above of consumers and their friends across multiple devices (and everything, are adaptable. Beyond the current generation of networks). We have also demonstrated how someone can VOD and television services, there really is no template for IPTV, access music files stored on their home PC from their mobile so it can be whatever operators want to make it – if their IPTV phone, using a combination of IMS and DLNA (Digital Living solution gives them the freedom. Network Alliance) standards to instigate an upload/download Eventually all content delivery will involve IP video and all major or QoS enabled streaming session for any multimedia content. Pay-TV providers will have bundled services. One day, everyone Thus users can access television, pictures, personal video, etc. will be fully two-way enabled and interactive. So at that point, it anytime, and virtually anywhere. will be new applications and the speed they can be deployed, When IPTV middleware is pre-integrated with IMS it opens and the cost of delivering them, which will set operators apart the way to a number of service innovations with obvious from their rivals. consumer appeal. One example is Broadcast Reminder, where IP will cease to become a differentiating factor between a consumer sets a program reminder and, if the television is off competing access networks, but the way IP-centric networks when the reminder is due, the message is sent to their mobile are built and the type of service delivery platforms used will phone. Another is extended parental control, where children can certainly make a difference to business prospects. The fact request permission from a guardian to watch a VOD movie that is, not all personalized TV networks are going to be created is outside their age rating thanks to SMS messaging between a equal. Some will encourage continued innovation and others set-top box and mobile phone. will inhibit it. These are real examples of IMS-enabled IPTV applications that are possible today. These services meet the expectations of an Individual TV Experience. They are also ‘out-of-the-box’ blended services, but if operators are using an IPTV middleware with standardized technologies and interfaces, many more applications like these can be built with relative ease. 10
    • Winning the battle for the Connected Home Standards will drive down the cost of customer premise In this environment, service providers can deliver Web-sourced equipment, promote innovation and help IPTV providers win multimedia content and video from the managed network as the battle for The Connected Home. Consumers want access complementary services, to multiple screens in the home. to multiple sources of content, including off the managed Operators should aim to offer their customers managed TV IPTV network and the open Internet (including user-generated services on the PC (via a PC IPTV client) and open Internet content). They also want access to content in the home when services, like user-generated content, on the television set. they are outside the home. This is not just possible; it is also After all, the future of IPTV is about giving consumers what affordable, in a standards-driven environment. they want. If managed network operators do not do this, digital The Ericsson Connected Home Gateway is compliant with natives (and increasing numbers of digital immigrants) will go telecom and CE standards such as IMS, OIF and DLNA, elsewhere. By harnessing over-the-top content, operators can ensuring interoperability and ease-of-use between a wide range maintain the physical and commercial relationship with their of commercially available devices. The new range of enriched end-user whatever they are watching. And as the company services can therefore be launched quickly, without the expense that gives consumers the multimedia freedom they crave, IPTV and inconvenience of developing specialized devices. operators are providing a value-added function that they can seek to monetize. The Connected Home Gateway provides a secure connection between a consumer’s digital home network and the telecoms network, and a single point of entry for IPTV and communication services, such as multimedia telephony. Consumers can then use their mobile devices (like a laptop) to communicate directly with their computer, TV or media player. This allows them to access their media libraries while on the move. They could share photos and videos with their family and friends, for example. Figure 5: Any service, anywhere, on any device 11
    • New services supported by advertising One way to monetize the new services made available as part Unified, cross-platform advertising of the Individual TV Experience is advertising. Indeed, operators Telcos should seek to exploit their growing audiences across should look now at how their advertising model can evolve in different platforms and deliver relevant adverts to a customer parallel to the introduction of personalized, cross-platform and through any service or application they are using. This can blended service experiences. Advertising can and should be be supported by unified advertising management for all IPTV built into the Return on Investment calculations. services over all platforms. It should include ad orchestration, Consumers have a limited budget and will only commit a which enables synchronized cross-media advertising campaigns certain amount of their money to subscriptions so the more and provides a way to connect the media buyer’s ad inventory new, innovative services an operator adds, the more they are to its target delivery platform. likely to need advertising support. On the other hand, the more With a unified cross-media advertising solution, television personalized and interactive the television model becomes, the providers can target selected groups of users over one or more relevant television becomes to advertisers again. more delivery platforms. We have dubbed this concept ‘the Television must face up to the continued threat of Internet Virtual Channel®’ because it treats the placement of advertising advertising and any television strategy must deliver Web-type messages as if it is a single entity, regardless of product, network capabilities including contextual advertising. or device. To guarantee their position as an attractive vehicle for advertisers, By addressing different micro-markets as a single entity, the IPTV operators must demonstrate some key attributes. These advertiser is offered a combined macro-market of substantial include a sufficiently large number of viewers, the ability to reach size that will be complementary to other conventional forms the desired target audience, the ability to accurately report on of advertising. Telcos can also give advertisers a range of audience appreciation, and the opportunity to orchestrate a addressable demographic (or otherwise) targeted groups as a cross-media campaign as a single, unified program. single virtual channel, regardless of device, and enable them to run a cross-platform media campaign as a single contract. Telcos need to prepare the ground for advertising models that can exploit a more unicast environment, with support for VOD When combined with the ability to achieve individual household advertisement placements, telescoping adverts and targeted fulfillment, and instantaneous measurement of consumption, advertising, as well as local and linear advertising. this amounts to a compelling case for a new age of television advertising. In the on-demand environment, adverts could be changed according to the time of day, day of the week or season of “In the future, individuals are going to get content by doing the year. Ultimately, commercials can be dynamically reviewed a transaction; they will sell their personal attention for 20 according to who is watching the time-shift session, where they seconds to an advertisement, in return they will get a piece live and what their interests are. of free content. To have advertising targeted specifically at individuals is revolutionary and could make advertising in the Service providers have to manage the complex asset future enormously more effective than it has ever been in the management for the video and its accompanying ads. They past, and more significant financially too”. need to control advertising campaigns and report their results. (Peter Bazelgette, ex-Endemol UK and Creative Director of Endemol Group worldwide) When an IPTV operator delivers personalized TV experiences with relevant advertising that reaches target audiences wherever they are, they will be rewarded with a share in advertising revenues. One of the many changes we expect in the next few years is the development of new partnerships and business models between the operator, content and advertising communities. 12
    • Managing more content on more platforms Continued growth in on-demand content, increased interest A next-generation CMS will accelerate VOD business in multi-device video services, and the need for cross- opportunities over any distribution platform (including expansion media advertising all means that a new approach to content from TV to mobile and broadband). This includes control of management is required. Operators will need more sophisticated promotion, placement and pricing. content management systems (CMS) that can handle content Operators cannot afford to ignore the Individual TV Experience (including advertising) assets in multiple formats and with so they must not allow content management concerns to stand accompanying metadata and content rights. in the way. This is one more hurdle in the race to become In a personalized TV environment, content is still king, but the the most innovative and sought-after television experience king wears many different robes. So another building block for provider. Next-generation Content Management Systems will the Individual TV Experience is a CMS that provides a single, keep you moving. scalable solution for all platforms. It should have a centralized metadata and content library to allow for the management of any metadata format and any content type. Content management solutions should give operators exceptional visibility of the content that enters their library, throughout the content lifecycle. They should also ensure operational efficiency through the automation of customized content processing via rules management. Such a solution will enable the expansion of on-demand assets and cross-platform delivery without an accompanying increase in errors and operational costs. It will decrease per-title content processing costs, enabling more efficient management of the large content libraries that are an integral part of the personalized TV future. 13
    • More complexity – but more help Because so many of the services and applications of tomorrow We are exactly this kind of partner. We have a heritage of rely on cross-platform and cross-service convergence, it is delivering best-in-class video across multiple platforms to important that operators build openness and standardization multiple screens. That includes IPTV, satellite, cable, digital into their networks and service layers now. In a competitive terrestrial (DTT) and mobile, and covers the content contribution, marketplace, they may only have one chance to get this right. acquisition, turn-around, distribution and transmission functions of video delivery. Our experience across all platforms means we Creating the next-generation TV experience is not something are well placed to build hybrid DVB/IP solutions. an operator has to do every day but at TANDBERG Television and Ericsson, we do spend every day figuring out the best We deliver optimized IPTV network infrastructure, including a ways to combine fixed-mobile convergence, video processing, full range of access, optical transport, edge routing and IMS VOD/Time-Shift TV, advertising, content management, IPTV systems. We offer authentication, roaming and policy control middleware, IMS-TV and residential gateways, and plenty for mobility, and the foundations for integrating wireless and more too. Our expertise, as well as our products, is what wireline packet based access networks. makes us different. We provide consultancy, business transformation and project The Individual TV Experience is totally achievable but it requires management. Ericsson’s consulting organization can guide a combination of skills taken from the world of telecoms and customers through the key decisions and implementations television. It needs the ability to build hybrid broadcast/IP needed to achieve ongoing business success, covering networks. It needs vendors whose experience reaches wider operational consulting, strategy consulting and technology than television, and further than mobile, and beyond the limits of consulting services. We can manage and even host networks fixed-line broadband. for customers and deliver service management, revenue management and business management. To exploit this convergence opportunity, vendors need a deep- rooted knowledge of how to build revenue-generating services across multiple networks. They need systems integration excellence in each segment and - crucially - an umbrella understanding of how they fit together to create the consumer experience of the future. This is what we are referring to when we talk about a ‘Prime Integrator’. Local Service Delivery Global Service Delivery Figure 6: One global service delivery organization with over 24,000 employees worldwide 14
    • The proof The Ericsson group has over 2000 broadcaster, network operator, content owner and programmer customers around the world. We have deployed more than 240 headends with over 15,000 IPTV channels. Fifteen of the top 20 IPTV providers, and 200 in total, use Ericsson solutions for television (where two or more Ericsson solutions are used, e.g., Redback Networks and TANDBERG Television). Ericsson transport solutions are used by Chunghwa Telecom, Telefonica, Deutsche Telekom and Belgacom. Six of the ten largest IPTV deployments use Ericsson IP for multi-access edge solutions including Chunghwa Telecom, Korea Telecom, PCCW, Neuf Cegetel and China Telecom. Four Tier-1 telcos use Ericsson GPON/VDSL2 for wireline access including AT&T and Deutsche Telekom. Eighty five percent of US cable operators use our Emmy® award-winning VOD back office. We have delivered more than 100 fixed broadband access networks and more than 60 end-to-end mobile TV services (48 of them use Ericsson access). Mobile TV deals include Siminn in Iceland, Telefónica in Spain, Celcom in Malaysia, and Cellcom in Israel. Our capacity to act as Prime Integrator is witnessed by OTE SA (delivery and management of IPTV), Cingular (nationwide merger of networks and migration to WCDMA and HSDPA, etc.), Sprint (multi-vendor IMS) and Telecom Italia (fixed/mobile convergence, IMS, OSS, multimedia services, etc.) As an international group with 29,000 employees in services, operating in 140 countries and with a portfolio of over 20,000 patents, we have the resources to help shape the IPTV of tomorrow as well as today. No other company is better placed to deliver the convergence-driven scenarios that consumers are now demanding. In short, we provide the know-how to make the Individual TV Experience a reality. 15
    • Global Headquarters Americas TANDBERG Television, Inc. 4500 River Green Parkway Duluth, GA 30096 USA Tel: +1 678 812 6300 Fax: +1 678 812 6400 americasales@tandbergtv.com EMEA Headquarters TANDBERG Television Ltd Strategic Park Comines Way Hedge End Southampton SO30 4DA United Kingdom Tel: +44 (0) 23 8048 4000 Fax: +44 (0) 23 8048 4003 salesdesk@tandbergtv.com Asia Pacific Headquarters TANDBERG Television Suite 1101-8, 11th Floor Nan Fung Tower 173 Des Voeux Road Central Hong Kong Tel: +852 2899 7000 Fax: +852 2899 7100 apacsales@tandbergtv.com www.tandbergtv.com/vision