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
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
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.
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
video game playing
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
consumers but also affordable as a monthly subscription.
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.
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. At
next few years.
US cable operator Comcast, viewers have been watching 130
million hours of time-shifted content each month 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.  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. 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
Figure 2: Expanded capabilities of IMS
 Virgin Media press release, February 2009
 Comcast press release, March 2008
 Verizon press release, October 2008
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
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, 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.
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
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
 MRG, September 2008
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.
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)
Personalized TV (nPVR, VOD, Access (Check capacity at
Time-Shift TV etc.) session start, guarantee capacity
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
• IP address management
• RGW alternatives
• Resource Access Control System
• 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
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.
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.
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
New services supported
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
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.
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
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
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
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.
Global Headquarters Americas
TANDBERG Television, Inc.
4500 River Green Parkway
Duluth, GA 30096
Tel: +1 678 812 6300
Fax: +1 678 812 6400
TANDBERG Television Ltd
Tel: +44 (0) 23 8048 4000
Fax: +44 (0) 23 8048 4003
Asia Pacific Headquarters
Suite 1101-8, 11th Floor
Nan Fung Tower
173 Des Voeux Road Central
Tel: +852 2899 7000
Fax: +852 2899 7100