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  1. 1. HD is coming to Europe… … how to prepare your hotel HTNG Europe conference, November 2008
  2. 2. Content <ul><li>Who is Philips </li></ul><ul><li>The road to HDTV </li></ul><ul><li>HD cannot be ignored by hotels </li></ul><ul><li>What does it take to offer HD in your hotel </li></ul><ul><li>HD content security solutions </li></ul><ul><li>Approved & embraced </li></ul>
  3. 3. Royal Philips Electronics Facts <ul><li>Founded in 1891, HQ in Amsterdam, the Netherlands </li></ul><ul><li>No. 1 in Global Lighting and Patient Monitoring, diagnostic imaging and male shaving </li></ul><ul><li>Among the world top 3 Consumer Electronics companies in served markets ( € 26,7 bln in 2007) </li></ul><ul><li>Owner of 60,000 active patents </li></ul><ul><li>N o. 42 of the world’s most valuable brands </li></ul><ul><li>No. 38 of the world’s most innovative companies </li></ul><ul><li>Sustainability as the cornerstone of its strategy </li></ul>PROPRIETARY
  4. 4. <ul><li>Installed more than 7 million Hotel TVs worldwide </li></ul><ul><li>More than 28 years of experience and commitment in the Hospitality market </li></ul><ul><li>200 employees worldwide working dedicated for hospitality </li></ul><ul><li>Reached preferred supplier status with several of the major international hotel chains </li></ul><ul><li>Very close working relations with most System Integrators, offering Hotel TV entertainment </li></ul><ul><li>Proven backwards compatibility over time </li></ul>Philips Hospitality
  5. 5. The road to HDTV
  6. 6. History of HDTV in the US (1/2) <ul><li>Market has completely switched from CRT to LCD </li></ul><ul><li>LCD revealed poor quality of analogue broadcast signal </li></ul><ul><li>FCC has guided the market to move to new digital standard </li></ul><ul><li>FCC has directed the market to digital (NTSC > ATSC) This paved the way for HDTV as well </li></ul>NTSC PAL HD All covered with ATSC
  7. 7. History of HDTV in the US (2/2) <ul><li>For the consumer, switching-barriers were kept low.. </li></ul><ul><li>Built-in digital tuner is now mandatory in the US (for 20” and larger) </li></ul><ul><li>Government offered set-top box vouchers, for people unable to buy new TV </li></ul><ul><li>For cable and satellite set-top boxes were often offered by the provider </li></ul>Buy HD-ready flat screen Change subscription to digital Watch digital TV HD became common for US consumer as it was part of the digital package
  8. 8. <ul><li>There’s no central European legislation (like FCC) </li></ul><ul><li>Countries pick their own time for analogue switch-off </li></ul><ul><li>Countries pick their own distributions standards (DVB implementation differs per country) </li></ul><ul><li>Many languages, many different channels </li></ul><ul><li>All countries have their own channels in their language </li></ul><ul><li>There’s no European must-carry regulation </li></ul>What is happening in Europe (1/3) Europe is different…
  9. 9. What is happening in Europe (2/3) Planning analogue switch-off* *Terrestrial / over-the-air 2010 2007 2007 2008 2010 2006 2012 2008 2010 2012 2011 2010 2012 Determined by region. Between 2008 and 2012
  10. 10. What is happening in Europe (3/3) DVB-T MPEG4 developments Denmark, 2009 MPEGP4 SD MPEG2 switch off 2010 Sweden: MPEG4 SD mux added in 2008? MPEG4 HD follows in 2010? Estonia / Lithuania: MPEG4 SD channels since Dec.2006 Latvia still MPEG2 Poland: 7 MPEG4 channels in mid 08? Hungary: MPEG4 selected , launch expected 2008-2009 Slovenia: MPEG4 selected, launch in 2008 UK, commercially 2009? Ireland start end 2008, beginning 2009 France: 3 HD FTA channels in Q4 08/ pay-DVB-T platform Portugal: spring 2008? Spain: Trial, commercial 2010? After ASO Italy: Trial
  11. 11. <ul><li>Technical standards for consumer market all in place </li></ul><ul><li>Blu-ray disc, HDCP, HDMI, HD ready / Full HD </li></ul><ul><li>All major studios now releasing new movies in HD on Blu-ray Disc </li></ul>Nevertheless… HD is coming to Europe anyway (1/2)
  12. 12. <ul><li>HD ready penetration of European TV-households is already 23% (2007 EOY) </li></ul><ul><li>37mio HD ready TVs sold so far, from which 22mio in 2007 </li></ul><ul><li>Already > 135 HD broadcast-channels available in Europe </li></ul><ul><li>And many other broadcasters preparing </li></ul>Nevertheless… HD is coming to Europe anyway (2/2) HD will soon be common for European consumers as well !
  13. 13. HD cannot be ignored by hotels
  14. 14. TV is a must for hotel guests… <ul><ul><ul><ul><ul><li>Score 6-7 with 7 meaning fits perfectly Ambience </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Infotainment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>N-5408, US, Germany and China </li></ul></ul></ul></ul></ul>Ideal technical amenities/aspects guest room
  15. 15. But often… Perceived as ‘below standards’ Aspects below standards in the real world <ul><ul><ul><ul><ul><li>N-5408 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Score 1-2 with 1 meaning almost always below </li></ul></ul></ul></ul></ul>
  16. 16. <ul><li>Ignoring HD </li></ul><ul><li>will drive this experience even further away from the guests standard, as HD will be perceived as a standard by consumers soon </li></ul><ul><li>Offering HD </li></ul><ul><li>will enable the hotel to meet customer expectations on in-room-entertainment again </li></ul><ul><li>will enable the hotel to maintain and increase room rates and occupancy, as guests will return to hotels, that do meet their expectations </li></ul>So next step to HD… Cannot be ignored by hotels (1/2)
  17. 17. So next step to HD… Cannot be ignored by hotels (2/2) <ul><li>“ With the rise of competing media like internet and mobile devices, the role of TV in the guest-room is changing. Among all these alternatives, the differentiator for the TV will be high quality picture & sound. I therefore believe that HD will be the new standard for TV . For hotels, today it will still be a differentiator. Tomorrow however, HD will be a must, just like it happened with wireless internet . And tomorrow always comes sooner than we think. “ </li></ul><ul><li>David Esseryk, Innovations & Technology Manager Accor Hotels </li></ul>
  18. 18. <ul><li>In the US the (consumer) market was smoothly guided to HD With the forced transition to digital </li></ul><ul><li>In Europe the transition to digital and HD is more fragmented Everything differs per country, no European legislative directives </li></ul><ul><li>Nevertheless, HD is coming to Europe anyway Both living rooms and content providers are ready </li></ul><ul><li>And this cannot be ignored by hotels TV is a must for hotel guests, and often already perceived as below standard </li></ul>What have we learned so far
  19. 19. What does it take to offer HD In your hotel
  20. 20. 1. HD TV channels Already 136 channels available in Europe What does it take to offer HD In your hotel 2. HD TV VoD movies First HD movies now available for release in early hotel window 3. HD prepared infrastructure System integrators are now preparing for HD 4. HD prepared TVs New Professional TVs for hospitality market are all HD ready IPTV
  21. 21. Learings from HDTV in the US Hotels were different… <ul><li>Hotel-chains were seen as an “extension” of the consumer market </li></ul><ul><li>Hotel televisions were categorized as “consumer” under FCC guidelines </li></ul><ul><li>Content security was not at the forefront of the FCC agenda </li></ul><ul><li>Hotel-chains were NOT able to make the move to HD </li></ul><ul><li>Infra-structure in hotels was not prepared for content-protected movies </li></ul><ul><li>Content Protection measures were still very immature </li></ul><ul><li>Hotel-chains did not meet customer expectations anymore </li></ul><ul><li>Digital TV and HD had become common in the living room </li></ul><ul><li>Hotel guest rooms were still analogue </li></ul>
  22. 22. HD requires additional Content Security measures <ul><li>“ The protection of content is first and foremost in the minds of both Filmbank and the film studios it represents for all its markets including content distributed via hotel in-room systems. </li></ul><ul><li>With the advent of HD being available in hotel rooms, the protection of copyright is further heightened and any system which provides a great level of security for all available content is gladly received by both Filmbank and the copyright owners (the film studios).” </li></ul><ul><li>Majella Griffin, General Manager Filmbank Distributors Limited </li></ul>
  23. 23. HD requires additional Content Security measures <ul><li>“ We are in discussions with the various right owners in order to be able to offer HDTV programmes to guests in Premiere Hotels as well. </li></ul><ul><li>However, the Hollywood studios in particular require a special protection for HD content, which, at present, cannot be sufficiently guaranteed by us. </li></ul><ul><li>We are already working on technical solutions together with the right issuers as a matter of urgency.” </li></ul><ul><li>Tonio Fruehauf, Vice President Hotel & Gastronomy Premiere Hotel Entertainment GmbH </li></ul>
  24. 24. 4. HD prepared TVs New Professional TVs for hospitality market are all HD ready 5. HD Content Security HD requires additional Content Protection… 5. HD Content Security …and Content Identification measures IPTV
  25. 25. HD content security solutions
  26. 26. Current HD content security solutions <ul><li>There are lots of content security solutions already available, these are however… </li></ul><ul><li>Often mass-market focused </li></ul><ul><li>Often Video on Demand focused </li></ul><ul><li>Often lacking session-based content identification </li></ul><ul><li>Often suited either for RF or for IP distribution only </li></ul><ul><li>Often set-top box only </li></ul>None of these solutions truly covers all hospitality market needs
  27. 27. <ul><li>Specifically developed for hospitality market </li></ul><ul><li>Widely applicable </li></ul><ul><li>Can be implemented in a set top box, as well as directly in the TV. </li></ul><ul><li>Compatible with both DVB (over RF) as well as IP (over ethernet). </li></ul><ul><li>Easy to implement </li></ul><ul><li>Can be implemented on existing encryption and decryption hardware. </li></ul><ul><li>Open </li></ul><ul><li>Will be made available to the industry (system integrators, head-end providers, STB providers and TV providers) through a licensing model. </li></ul>A new open standard for hospitality is proposed… (1/2)
  28. 28. <ul><li>VSecure (Content Protection) </li></ul><ul><li>Ensures protection of content against interception & copying while being distributed (in digital format) in the hotels infrastructure </li></ul><ul><li>VTrack (Content Identification) </li></ul><ul><li>Enables detection of illegal analogue copies afterwards, by incorporating an imperceptible watermark in the content before presenting it in the TV-screen </li></ul>A new open standard for hospitality is proposed… (2/2)
  29. 29. A new open standard for hospitality is proposed IPTV VSecure Content Protection VTrack Content Identification
  30. 30. Approved & embraced
  31. 31. Approved by content providers… <ul><li>“ Filmbank welcome the launch of the new Philips security system into the technology marketplace. </li></ul><ul><li>The Philips system has been tested and approved by a number of studios represented by Filmbank Distributors, meaning that a wide variety of content will be available to hotels who implement the system into their rooms.” </li></ul><ul><li>Majella Griffin, General Manager Filmbank Distributors Limited </li></ul>
  32. 32. Embraced by system integrators… <ul><li>“ The ability to provide HD content in the hotel room will over time become the de facto standard and Quadriga recognise that the protection and security of this HD content will be a pre requisite for the content owners . To ensure that going forwards Quadriga can continue to offer a compelling selection of entertainment for hotel guests it is critical that a robust and secure mechanism is in place. Quadriga therefore welcome Philips initiative to introduce a specific open content protection solution for the hospitality market.” </li></ul><ul><li>Marc Budie Technology Director Quadriga </li></ul>
  33. 33. Embraced by system integrators… <ul><li>&quot;We strongly believe in the importance of offering HD content in the next generation hotel room and are hence pleased that Philips will introduce a complete and cost-effective content-security platform for HD in hotels. As it is an open and easy-to-implement solution, we think this is a serious challenger to become a standard in the European hotel market . We therefore intend to support this solution in the future.&quot; </li></ul><ul><li>Lorenzo Baroni Group Managing Director VDA Multimedia </li></ul>
  34. 34. Embraced by system integrators… <ul><li>“ At the moment, we are a forerunner in offering HD content in hotel environments, with several implementations up and running already . Therefore we are thrilled with Philips introducing an approved and open HD content security solution for the hospitality market and intend to implement this solution in the near future ”. </li></ul><ul><li>Markus Hiebeler CEO Deuromedia </li></ul>
  35. 35. Embraced by system integrators… <ul><li>“ We strongly believe in the importance of offering HD content in the hotel room and are therefore excited that Philips will introduce a complete and cost-effective content-security solution for HD in hotels. Since it is specifically suited for the hospitality market and open to the industry, OTRUM welcomes and fully supports this solution ” </li></ul><ul><li>Nigel Bateson Vice President products Otrum </li></ul>
  36. 36. Embraced by system integrators… <ul><li>“ We strongly believe in the importance of offering HD content in the next generation hotel room and are therefore excited that Philips will introduce a complete and cost-effective content-security solution for HD in hotels. We have already committed on supporting & implementing this solution as soon as available” </li></ul><ul><li>Alistair Forbes CEO Acentic </li></ul>
  37. 37. Embraced by head end providers… <ul><li>&quot;VideoPropulsion is proud to be a launch and development partner in the Philips VSecure System. We strongly believe that adding Philips VSecure digital content protection technology to our products will help expand the market for High Definition Linear and VOD services in hotels around the world. VSecure's combination of Open Standards, Advanced Technology and High Security make it a great choice for Hoteliers and service operators.&quot; </li></ul><ul><li>Don Woelz Vice President Marketing VideoPropulsion Interactive Television </li></ul>
  38. 38. … and built-in… In new Philips hospitality range Philips Ultimate HD With VSecure & VTrack Coming next year...
  39. 39. [email_address]