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The Long Road To Profitable Digital Media Innovation  - Digibiz'09 The Long Road To Profitable Digital Media Innovation - Digibiz'09 Presentation Transcript

  • The long road to profitable digital media innovation Leonardo Chiariglione, CEDEO.net Presentation to DigBiz2009 London, 2009/06/18
  • The drivers of the “digital future” dream/1
    • First: the digital future dream
      • Digital audio and video will mean more network, more services, more equipment, more users
    • Telcos:
      • Video commmunication in addition to speech (sure)
      • TV on telcos’ network (maybe)
      • Driver of the new optical infrastructure
    • Broadcasters
      • Better pictures and audio
      • More pictures and audio
    09/06/18 The long road to profitable digital media innovation
  • The drivers of the “digital future” dream/2
    • CE manufacturers
      • More devices for more services
    • IT manufacturers
      • More servers to manage and serve digital assets
    • IC manufacturers
      • More and more intelligent silicon
    • Telco manufacturers
      • More and more intelligent network equipment
    09/06/18 The long road to profitable digital media innovation
  • Video The 1 st digital media “leg”
    • The issues
      • Analogue services in the hands of a cozy environment
      • Digital video has very high bitrate
        • ~200 Mbit/s for conventional TV
        • ~1 or 2 Gbit/s for HDTV
        • ~10 Gbit/s for 4kx2k
    • Compression is the solution for
      • High number of delivery systems
      • Potentially unlimited number of consumption device
      • Broadest range of feature
    09/06/18 The long road to profitable digital media innovation
  • The digital video standards 09/06/18 The long road to profitable digital media innovation Name Year Target MPEG-1 1992 Video for CD MPEG-2 1994 Video for digital TV MPEG-4 Visual 1998 Video for mobile and movies MPEG-4 AVC 2003 Video for mobile and broadcast MPEG-4 SVC 2006 Scalable video MPEG-4 MVC 2008 Multi-view video MPEG-? HVC 2011? Video for high resolution
  • Digital video and IPR 09/06/18 The long road to profitable digital media innovation Name Licensing MPEG-1 Unknown MPEG-2 Suitable for devices, DVD, broadcast MPEG-4 Visual Suitable for devices Unsuitable for paid streaming MPEG-4 AVC Suitable for devices, broadcast Unsuitable for paid streaming MPEG-? HVC TBD
  • Audio (music and speech) The 2 nd digital media “leg”
    • The issues
      • Analogue services in the hands of a cozy environment
      • Digital audio may have rather high bandwidth for typical channels
        • 64/128 kbit/s for speech
        • ~1.5 Mbit/s for stereo
        • ~10 Mbit/s for multichannel
    • Compression is the solution, considering
      • High number of delivery systems
      • Potentially unlimited number of consumption device
      • High sensitivity of human ear to distortion
    09/06/18 The long road to profitable digital media innovation
  • The digital audio standards 09/06/18 The long road to profitable digital media innovation Name Year Target MPEG-1 1992 Stereo audio for set top boxes Stereo audio for portable (MP3) MPEG-2 1994 Multichannel audio MPEG-2 AAC 1997 Multichannel audio MPEG-4 AAC 1998 Audio for portable, mobile, anything MPEG-D USAC 2011? Universal Speech and Audio Coding
  • 3D Graphics The 3rd digital media “leg”
    • The issues
      • There is no analogue legacy
      • There is a huge installed base of stand-alone and mobile 3DG applications
      • Growing demand for on-line distribution of increasingly complex 3D objects and scenes
    • The solution
      • Effective 3DG compression algorithms for transmission and storage
      • A common standard representation of 3DG information
    09/06/18 The long road to profitable digital media innovation
  • The systems layer The 4 th digital media “leg”
    • The issues
      • Digital audio and video (and other data) is not enough
      • They must be held together for storage and transmission, preserving their tight time relationship
    • Part 1 of audio-video compression standards
      • MPEG-1 Systems
      • MPEG-2 Systems
      • MPEG-4 Systems
    • Technologies enabling the success of many MPEG standards
    09/06/18 The long road to profitable digital media innovation
  • Composition The 5 th digital media “leg”
    • The issues
      • A multimedia scene may be composed of many “objects”
      • Each object may
        • Be audio, video, 3DG etc.
        • Have a position in time and space along with “attributes” (interactivity etc.)
    • Solutions
      • BIFS: an extension of VRML
      • LASeR: an extension of SVG
    09/06/18 The long road to profitable digital media innovation
  • Transport The 6 th digital media “leg”
    • The issues
      • Transmission of a digital media payload requires definition of or adaptation to an existing a transport layer
      • Storage of a digital media payload requires a file format
    • Solutions
      • MPEG-2 Transport Stream
      • MPEG-2 Program Stream (and MPEG-1 Systems)
      • MPEG-4 Delivery Multimedia Integration Framework
      • MPEG-4 on IP framework
      • MPEG-4 File Format
      • MPEG Media Transport (under study)
    09/06/18 The long road to profitable digital media innovation
  • Description The 7 th digital media “leg”
    • The issues
      • Media need to be described
        • For business reasons
        • To help users find what they need
    • Solutions
      • A language to define descriptors
      • Low- and high-level audio and video descriptors
      • Multimedia descriptors
      • Multimedia Query Format (I/O)
    09/06/18 The long road to profitable digital media innovation
  • Digital Rights Management The 8 th digital media “leg”
    • The issues
      • Digital media are “liquid” but typically there is “value” associated with them
      • It is necessary to have the means to manage and protect that value
    • Solutions
      • Identification
      • DRM components
      • Rights Expression language
      • Rights Data Dictionary
      • Event Reporting
    09/06/18 The long road to profitable digital media innovation
  • Multimedia Framework
      • Speech at 49th MPEG meeting, October 1999
        • “ Every human is potentially an element of a network involving billions of content providers, value adders, packagers, service providers, resellers, consumers ...”
        • Looks like web 2.0 ante litteram – but it is not (partly)
      • MPEG-21 “Multimedia framework” is the suite of ISO/IEC standards providing the technologies that help realise the vision of diffuse trading of digital content
      • MPEG-21 is multi-year project involving hundreds of experts at the global level
    09/06/18 The long road to profitable digital media innovation
  • MPEG-21 fundamentals
    • Digital Item: a structured digital object with a standard representation, identification and metadata
    • User: any Creator, End User or Intermediary that makes use of Digital Items in the MPEG-21 framework or interacts with other Users
    09/06/18 The long road to profitable digital media innovation Transaction/Use/Relationship  Digital Item (Content)   Authorisation/Value Exchange  User A User B
  • Some MPEG-21 technologies 09/06/18 The long road to profitable digital media innovation Technology Purpose Digital Item XML structure for Resources, Metadata etc. Digital Item Identification Identification of DIs and components IPMP Components Rights Management and Protection Tools Rights Expression Language Language to express machine readable rights Rights Data Dictionary Semantics of verbs used in REL Digital Item Adaptation Information describing adaptation Event Reporting Request and communication of ERs Digital Item File Format File Format for DIs Digital Item Streaming Streaming Format for DIs And more…
  • From framework to platform
    • The Digital Media Project (DMP) was established on 1 st December 2003 with the mission to
    • … promote continuing successful development, deployment and use of digital media that respect
      • Creator and rights holders rights to exploit their works
      • End user wish to fully enjoy the benefits of digital media
      • Various value-chain player interest to provide products and services
    • DMP has specified an “ Interoperable DRM Platform ” by
      • Adopting most MPEG-21 technologies
      • Adding a few that were missing
      • Making an OSS implementation (Chillout®)
    09/06/18 The long road to profitable digital media innovation
  • Interoperable DRM Platform (IDP) specification v. 3.2 09/06/18 The long road to profitable digital media innovation # 1 Value-Chain Functions and Requirements 2 Architecture 3 Interoperable DRM Platform 4 Use Cases and Value Chains 5 Registration and Certification Authorities 6 Terminology 7 Reference Software 8 End-to-end Conformance 9 Mapping of Traditional Rights and Usages to the Digital Space
  • A digital media value chain 09/06/19 The long road to profitable digital media innovation Content Creation Device End-User Device End-User Device End-User Device Content Identific. Device Content Provider Device License Provider Device Domain Mgmt Device IPMP Tool Provider Device Device Identific. Device Domain Identific. Device 1 2 3 7 6 5 8 9 10 11 12 Role Verification Device 4 4 4 1 1
  • DCI and resources 09/05/18 The long road to profitable digital media innovation video image audio DCI
    • Contains:
    • Identifier
    • Metadata
    • DRM Info
    • License
    • Keys
    4 2 1 Content n 5 3 text
  • Rights Expression Language 09/06/18 The long road to profitable digital media innovation issuer licence grant principal right resource conditions
  • Current REL verbs
    • Adapt
    • Delete
    • Delist
    • Diminish
    • Embed
    • Enhance
    • Enlarge
    09/06/18 The long road to profitable digital media innovation
    • Install
    • Modify
    • Move
    • Play
    • Print
    • Reduce
    • Uninstall
    • Enlist
    • Execute
    • Export
    • ExtendRights
    • GovernedAdapt
    • GovernedCopy
    • GovernedMove
  • Event Reporting
    • A Rights Holder can add information to a DCI containing
      • Description of Event;
      • Syntax/format of Event Report;
      • Recipient(s) of Event Report;
      • Parameters related to delivery of Event Report (e.g. time, delivery mechanisms)
    09/06/18 The long road to profitable digital media innovation ERR Rec- eiver ERR Par- ser ER Buil- der ER Disp- atcher Event Receiver Receiver External Event Event Report Request Event Report Internal Event
  • DMP Content Format 09/06/18 The long road to profitable digital media innovation meta ftyp mdat mdat audio resource video resource mdat mdat image resource text resource xml/bxml iloc DCI DCF
  • Chillout® 09/06/18 The long road to profitable digital media innovation Devices Core P2P Media Framework Auxiliary OS + Java platform + dependencies CCD EUD CID CPD LPD DMD TPD DID DoID RVD Chillout software Libraries
  • Media technology is not enough
    • Digital Media in Italia (dmin.it) is
      • An interdisciplinary, open, not-for-profit group
      • Established in November 2005
      • Whose members are
        • Professionals
        • Representatives of companies, institutions and associations
      • With the goal to explore and identify opportunities for Italy
    • to play a primary role in the exploitation of the global “digital media” phenomenon
    • Note: digital media is any digitally represented content
    09/06/18 The long road to profitable digital media innovation
  • Does dmin.it have a meaningful goal?
    • Italy is a country
      • Of medium size (~60 millions)
      • Technologically advanced
      • Culturally active
    • Italy can afford to
      • Experiment with new solutions
      • Deploy them nationally
      • Esport them if successful
    • All Italian industries stand to benefits from this endeavour
    09/06/18 The long road to profitable digital media innovation
  • How to get there
    • Maximize the profitable flow of digital media
    • By acting on the offer of and access to
      • Content
      • Broadband network
      • Payment/cashing services
    • Balancing the requirements of the different parties
      • Authors being able to offer their works
      • Intermediaries : being able to choose their role
      • Consumers: being able to find, access and use the desired content
    09/06/18 The long road to profitable digital media innovation
  • The three dmin.it legs
    • iDrm : an open specification to manage and protect digital media
      • dmin.it has selected the IDP v. 3.2 specification and Chillout
      • dmin.it has developed several demo applications
    • iNet : an open specification for broadband access
      • dmin.it has identified the relevant IETF standards
    • iPay : an open micro payment and cashing specification
      • dmin.it has developed and made an OSS implementation
    09/06/18 The long road to profitable digital media innovation
  • iDrm: the 1 st dmin.it leg
    • Adopt a national interoperable Digital Rights Management specification (iDrm) that
      • Enables all legitimate intermediation roles without prescribing particular business models
      • Is publicly available and implemented as Open Source Software
    • Anybody offering content with a proprietary DRM (pDRM) on a given distribution channel shall also offer it on the same channel
      • Using iDRM
      • At fair and non discriminatory conditions if compared with the pDRM offer
    09/06/18 The long road to profitable digital media innovation
  • iDrm – how it works 09/06/18 The long road to profitable digital media innovation Content of operator A pDRM iDRM pDRM iDRM Distribution Channels Type 1 Distribution Channels Type 2 pDRM device iDRM device pDRM device iDRM device pDRM: proprietary DRM iDRM: interoperable DRM
  • Advantages of iDrm
    • Low access threshold for creators
      • An accessible distribution that supports remuneration
    • New value chains
      • It is possible to “hook up” to value chains
    • Incentivised consumption with less improper content
      • Legitimate content is easier to get than improper content
    • Low cost of DRM technology
      • Open enabling technology offered by competing suppliers
    • Open device market
      • implementation of devices and offer of services to third parties
    09/06/18 The long road to profitable digital media innovation
  • iNet: the 2 nd dmin.it leg
    • A broadband network operator may offer bundled and/or unbundled access to its network with technical characteristics of its choice
    • A network user (content provider, intermediary or end user) may request and obtain from a broadband network operator
      • The pure “service-agnostic” access to "big Internet“with technical characteristic already offered by operator
      • At conditions that are fair and non discriminatory if compared with any other offer of the operator
    • Broadband network operators
      • Guarantee network service interoperability
      • Agree and provide specific Quality of Service (QoS) levels at peering points to offer network users appropriate QoS levels
    09/06/18 The long road to profitable digital media innovation
  • iNet at work 09/06/18 The long road to profitable digital media innovation Proprietary Network Of Operator A Open Network Of Operator A Proprietary Network Of Operator B Open Network Of Operator B Network of Operator C dmin.it Access dmin.it Access Peering Point Peering Point Proprietary Access Proprietary Access
  • Advantages of iNet
    • All network end points (that so wish) can access and be accessed by all other end points (that are in the same condition)
      • Creators can reach everybody
      • End Users can reach everybody
      • i.e. we maximise t he opportunity for content to flow 
    • Network operators who so wish may also adopt different business models
      • Finally a competition between business models!
    09/06/18 The long road to profitable digital media innovation
  • Pay: the 3 rd dmin.it leg
    • Subject to banking regulations, anybody may become a “Virtual Account Service Provider” (VASP) offering “Virtual Account” (VA) services that are
      • Not directly monetary
      • Interoperable with other operators’ services
      • For transactions related to the use of digital media
      • Effected between VAs
    • Each VA is based on a guaranteed payment instrument:
      • Bank account, credit card, prepaid card, utility bill, electronic purse etc.
    • Synchronisation of a VA with the payment instrument is effected periodically/on demand
    09/06/18 The long road to profitable digital media innovation
  • iPay at work 09/06/18 The long road to profitable digital media innovation Value Chain User 1 (e.g. Retailer) Value Chain User 2 (e.g. End user) Virtual Account Service Provider 1 Virtual Account Service Provider 2 Bank account Credit card Prepaid card Bank account Electron. purse Utility bill Payment with units Negotiation of content with payment data Negotiation of ntwk resources with payment data Acct11 Acct12 Acct1n Acct21 Acct22 Acct2m Shared Services
  • Advantages of iPay
    • Enables micro-transactions
      • New business models (e.g. paying for upstream link in P2P)
    • Handles infinitely replicable objects
      • If I am not paid I am not poorer  , only less rich 
    • Between actors who can play any roles
      • Can be used to pay  , but also to cash 
    • Involves people currently “out of the system”
      • Young people with no credit card etc.
    • Enables more sophisticated forms of remuneration
      • Not only “levies” or “ads” or “sale”
    • Typically the VASP role is cumulated with other roles
    09/06/18 The long road to profitable digital media innovation
  • Legislation and governance for the dmin.it proposal
    • Legislation
      • Small changes to the copyright & telecom laws
      • A VASP could be a Payment Institution (EU Payment Service Directive)
    • Governance
      • Manages the system in the interest of all parties
      • Manages the certification process
      • Manages the specification life cycle
      • Resolves disputes between parties
      • Ensures financial sustainability
    09/06/18 The long road to profitable digital media innovation
  • From platform to middleware 09/06/18 The long road to profitable digital media innovation 09/06/08 La proposta di Digital Media in Italia 2009/05/08 CEDEO.net – Status report and prospects MXM Application 1 MXM Application 2 MXM Application 3 MXM Device MPEG21 File Engine Digital Item Engine REL Engine IPMP Engine Content Metadata Engine Media Frame- work Engine M3W Pts 2-7 Drivers, Accelerators, Controllers, etc. OS Orches-trator Engine MXM Application API ‏ MXM Engine APIs ‏ Other Engines HW Scene Engine Security Engine
  • A global market thanks to the MXM standard
    • MXM applications run on all MXM devices thanks to the standard MXM application API
    • MXM devices play MXM applications thanks to the standard MXM architecture
    • MXM components are competitively produced thanks to the standard MXM components APIs
    • Innovative business models are deployed because media-handling value chains are ease to design and implement
    09/06/18 The long road to profitable digital media innovation
  • Interoperability of MXM devices 09/06/18 The long road to profitable digital media innovation OS MXM MXM Application OS MXM MXM Application Computing Platform Computing Platform
  • MXM Protocols
    • Content Protocols
      • Identify Content
      • Authenticate Content
      • Store Content
      • Access Content
    • Licence Protocols
      • Store Licence
      • Revoke Licence
      • Access Licence
    09/06/18 The long road to profitable digital media innovation
    • IPMP Tool Protocols
      • Access IPMP Tool
    • Domain Protocols
      • Create Domain
      • Renew Domain
      • Delete Domain
      • DMD-LPD commun.
      • Add Device/User
      • Renew Device/User
      • Leave Device/User
  • Content Registration Authorities and Agencies 09/06/18 The long road to profitable digital media innovation Authority Agency 2 Agency k Agency 1 Entity 1,1 Entity 1,2 Entity 1,l Entity k,1 Entity k,2 Entity k,n Entity 2,1 Entity 2,m
  • From Middleware to Terminal
    • ITU-T SG 16 and MPEG, considering that
      • The ITU-T has been working on the definition of IPTV infrastructure and components
      • MPEG has been working to develop enabling technologies, some of which that can be used for IPTV services
    • have agreed on a joint project aimed at developing a common standard for “Advanced IPTV Terminal” (AIT)
    2009/06/18 The long road to profitable digital media innovation
  • A vision for AIT
    • Give users the ability to seamlessly
      • Create
      • Publish
      • Distribute
      • Access
      • Pay/cash
      • Process
      • Re-distribute
      • Consume
    • governed Advanced IPTV Services
    2009/06/18 The long road to profitable digital media innovation
  • The benefits of Advanced IPTV Terminal
    • With an AIT standard a user in a value chain can
      • Perform the functions required by his role with a n AIT available from the market
      • Compose his own User Interface with User Interfaces of other value chain users
      • Be apprised of how his service/content is being used in a value chain
      • Concurrently access and consume services from different service and connectivity providers
      • Perform transactions with any payment service provider
      • Consume governed content from any content/service provider
    • De-verticalisation of delivery, DRM and payment
    2009/06/18 The long road to profitable digital media innovation
  • Generic payment/cashing interface 09/06/18 The long road to profitable digital media innovation Seller Buyer Content Provider Device End User Device PaymentService Provider Payment/Cashing Service Provider a. Navigate web site 2. PurchaseRequest 4. CashOrder 3. CashOrder 6. iPaymentOrder 5. PaymentOrder b. Download content 7. PurchaseResponse 8. Request License c. Play Licence Provider Device 9. Payment Confirmation Request Payment & Cashing System 10. Payment Confirmation Response 11. Request License Response 1. OpenPaymentOrder 12. ClosePaymentOrder
  • Open Media Marketplace
      • Identify User
      • Identify Content
      • Manage Resource
      • Edit Resource
      • Manage Metadata
      • Deliver Content
      • Record Event
      • Host Site
      • Negotiate Rights
      • Promote Entity
      • Record Transaction
      • Record Default
      • Render Content
      • Convert Unit
    09/06/18 The long road to profitable digital media innovation Identify User Identify Content Manage Resource Edit Resource Manage Metadata Deliver Content Record Event Host Site Negotiate Rights Promote Entity Record Xaction Record Default Convert Unit Convert Unit User A User B
  • A demo under construction at www.wimtv.it 09/06/18 The long road to profitable digital media innovation Creator Advertiser Content Provider Device Event Collection Device End User Upload Video + … Upload Ad + … Browse Content Event Reports Browse Statistics Browse Statistics Stream Virtual Account Service Provider Cash in/out Cash in/out Cash in/out Cash in/out Cash in/out Browse Statistics
  • To know more…
    • mpeg.chiariglione.org
    • chillout.dmpf.org
    • www.dmpf.org
    • www.dmin.it
    09/06/18 The long road to profitable digital media innovation