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Hip case study tcs iitb
The document discusses TCS's Home Infotainment Platform (HIP). It provides an overview of HIP, including its conceptualization based on leveraging existing TV infrastructure for internet access. It describes HIP's features and deployment in India and the Philippines. It discusses the technology challenges in developing HIP and challenges in commercializing the product. It concludes by discussing innovation at TCS through its various innovation labs and approaches like its co-innovation network and technology-market map.
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Hip case study tcs iitb
- 1. May 17, 2015 TCSHome Infotainment Platform - A Case Study Arpan Pal Principal Consultant and Research Group Manager Innovation Lab, Kolkata
- 2. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 3. - 3 - Inceptionand Ideation In India, out of 204.9 million households only 4.2 million households have a computer, whereas 110 million households have a TV with cable connection (Source: CIA Factbook 2007 World Bank WMDS 2007) Social Requirement Information empowers education which can be enabled through the power of the web Computer penetration is low in developing countries thereby restricting internet access Need for addressing the entertainment and information needs across rural and semi-urban areas. TV, an existing infrastructure in Indian homes caters to limited content A price sensitive and tech aware market Government focus on increasing internet penetration at low costs Business Requirement 10% of the Indian population use internet A mere 2% amongst the internet users subscribe to broadband connectivity ISPs unable to sell their bandwidth. Hence ROI low on CAPEX No mechanism in place to leverage the “idiot box” at home to push internet through it Price sensitive market demands CPE devices to be bundled with service at subsidized rates
- 4. - 4 - BusinessPotential World Regions Population TV Households Internet Users Internet Connections Potential Market Asia 3,776,181,949 700,000,000 578,538,257 235,703,000 464,297,000 Africa 955,206,348 100,000,000 51,065,630 25,075,000 74,925,000 Europe 800,401,065 227,000,000 384,633,765 168,387,000 58,613,000 North America 337,167,248 114,500,000 248,241,969 80,000,000 34,500,000 http://www.internetworldstats.com/stats.htm
- 5. - 5 - TCSHIP - Inception & Ideation There exists a huge potential for an alternate low cost computing platformThere exists a huge potential for an alternate low cost computing platform TCS HIP Provides the benefits of a computer and mobile over the TV at the cost of a mobile phone • Highest penetration • Serves only communication purposes • Highly Interactive • Lowest cost • Highest penetration • Serves only communication purposes • Highly Interactive • Lowest cost • Highest penetration • Serves only Entertainment purpose • No Interactivity and intelligence • Moderate cost • Highest penetration • Serves only Entertainment purpose • No Interactivity and intelligence • Moderate cost • Lowest penetration • Serves information purpose • Extremely intelligent • High cost • Lowest penetration • Serves information purpose • Extremely intelligent • High cost Need for Convergence TV Mobile PC
- 6. - 6 - Conceptualization Aleading Telecom service provider in India was finding it difficult to sell its bandwidth due to limited access points TCS Innovation Labs stood up to the challenge to create a low cost interactive platform with both uplink and downlink Need of the hour was to conceptualize a device which would leverage the readily available television at home to provide information and entertainment TCS Home Infotainment Platform (HIP) was conceptualized HIP, a device consisting of embedded components accepts analog video feed from any source and provides an uplink and downlink for interactivity and other value added interactive video based services via GSM, CDMA and 3G How the ball started rolling?
- 7. - 7 - ValueProposition Personalized Chat Rural Education Utilities Car Infotainment Surveillance Corporate and SME Telemedicine Home Banking on TV TCS HIPTCS HIP
- 8. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 9. - 9 - TCSHIP Gen1 version of HIP was launched in India by a leading CDMA service provider in India and in Philippines by a leading incumbent service provider. Overview • File manager • Media Player Photo viewer Music player Video player • Internet Browser • PDF editor PDF viewer PDF creator • Calculator • Zip/ Unzip • Open office • E-Mail client • Chat client • Printer access • Games • Remote Upgrade • Provisioning • Authentication • Viewing TV content • Blending of TV and Graphics • Web Browser • Audio Player • Video Player • Picture Viewer • Video Chat • SMS/ SMS on TV • Remote Upgrade • Provisioning • Authentication GEN 1 Features GEN 2 Features
- 10. - 10 - HIP SystemOverview Conventional Set Top Box (Tata Sky, Cable, CAS) TCS Value Add Browser Audio/ Video Chat Media Player Ethernet & PPPoE Driver USB Modem Driver Storage Drivers Keyboard / Mouse Drivers CDMA/GSM/3G Modem USB Device Storage Wired/Wireless Keyboard / Mouse / Remote Television ADSL ModemADSL Modem DTH / Cable Broadband Other Apps
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- 12. - 12 - Web ConnectivityOptions CDMACDMA GSMGSM 3G3G Web Connectivity PPPoEPPPoE LAN (Static) LAN (Static) LAN (DHCP) LAN (DHCP) EVDOEVDO HSDPAHSDPA HSUPA USB ModemUSB Modem EthernetEthernet
- 13. - 13 - Browser • Browserallows user to browse through internet, check mails, chat while watching TV shows • TV centric layout and design • Flash Support • Multiple Tab Support Features
- 14. - 14 - Home MediaPlayer • Audio player • Digital Photo Viewer • Video Player Features
- 15. - 15 - Video Chat •Video chat enables HIP users to engage in multimedia sessions with one another or with a PC client • Content sharing and session storage • Proprietary adaptive rate control to suit the available network bandwidth • Works with both analog camera and USB webcam • Phone no. based addressing Features • Mobility of consumers has reduced time at home and video chat enables families to interact and communicate with members residing far away or in transit Positioning
- 16. - 16 - SMS • Checkand Send SMS on TV through the SIM • Send SMS while watching TV • Basic SIM based address book Support Features Features • Robust over-the-air (OTA) upgrade • Handles network and power failures during upgrade • Authentication ties box to specific service provider network Remote Upgrade and Authentication Onscreen Keyboard for Messaging
- 17. - 17 - Platform Details •Target Hardware: – TI Da-Vinci DM6446 / OMAP3 / Intel ATOM • Operating System – Embedded Linux 2.6.x • Languages/tools – C / C++ – Javascript / HTML • Browser – Opera for devices 9.6 / Firefox – Adobe Flash Support • Multimedia Codecs –H.264 –MPEG1, MPEG2, MPEG4 –MP3 –JPEG –AMR-NB –AAC –OGG –FLAC
- 18. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 19. - 19 - • InPhilippines it is launched through Smart Communications under the brand name of “SmartBro SurfTV”. • Order committed for 100K units and current production is 25K Deployment Status • Tata Teleservices Ltd. launched HIP under the brand name of “Dialog” in Tamil Nadu and West Bengal. • Order Received for 100K units and current production is 5K TCS’ Home Infotainment Platform launched successfully in India and Philippines. Good Traction received in Malaysia, Thailand and Indonesia 6 patents filed, more than 15 publications in leading conferences / journals
- 20. - 20 - Smart TV– the next generation HIP TCS’ Smart TV offers a widget based interactive television viewing experience by providing personalized web content even as you watch your favorite program – introducing the concept of context aware interactivity on live TV. Widget based applications Universal connectivity support Internet Radio Support (SHOUTcast) Robust Over-the-air (OTA) upgrade Online video streaming support(YouTube,Metacaffe,vuclip,bollywoodmp4) Content mash up Live TV Streaming Support (YuppTV.com) Streaming Music Support (Raaga.com) Live chat support (yahoo, meebo) PVR Support Place-shifting TV on mobile Features
- 21. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 22. - 22 - Technology Challenges –TV-centricUI • TV as a display medium • Remote based Navigation – Unreliable Network Condition • Real-time QoS sensing and adaptation – Ease of Application Development • Generic media Framework
- 23. - 23 - Anti-flicker Algorithmfor Flicker Reduction – Application of Blur Filters in Vertical Direction – Blur Filter a function of upper pixel, current pixel and lower pixel – real-time implementation in DSP of DaVInci
- 24. - 24 - Up Left UpRight Down RightDown Left Down OK Left Right Up The Up, Down, Left and Right keys in the remote-control is used to move across the key- blocks in vertical and horizontal direction. As these 4 keys are used to navigate across key- blocks they are called Navigational keys. The Up left , Up right , Down left and Down right keys are used to select the characters a, b ,g, h respectively in the key block and are called Selection keys. The on-screen keyboard is operated by remote control. Along with the selection keys ,Ok key is used for selection in key-blocks like space-bar www. , .com , caps and symbol. Novel on-screen Keyboard
- 25. - 25 - Rate AdaptiveVideo Chat Video Conferencing Application Middleware Framework Encode Control Decode Control Video Encode Audio Encode Audio Decode Video Decode Probe Packet Packetization and Transmission Reception and de- packetization RTT(P1, ti) RTT(P2, ti) P1(ti) P2 (ti) Transmitter End Receiver End Grandma @ 30kbpsAkiyo @ 25kbps PS N R (in dB ) PS N R (in dB )
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- 27. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 28. May 17, 201528 Confidential Commercialization Aspects Agreement with Customer Certification Quality Assurance IPR – Protection IPR – Freedom to Operate (FTO) Open Source Compliance Contract – GTM Partner Contracts – Software Component Vendors Contract – Hardware Manufacturer Commercial -ization
- 29. May 17, 201529 Confidential IPR – Freedom-to-Operate (FTO) Freedom-to-Operate (FTO) • IPR analysis is conducted for all proposed features to find out that any patent is not being infringed by any proposed feature. • In case of potential infringement possible options: – Change design to work-around – Check if a patent-family member rejected/withdrawn in any country – License-in ( agreement with patent /application holder) – Oppose/Challenge a patent ( This option has not been used yet ) Protection • All inventions resulting from R &D Work are protected by patent applications in India. • Patent protection is territorial . • PCT applications are made to get 30 months total time to decide on protection need in foreign countries while still analyzing the commercial prospect in different countries. • Important GUI artifacts protected by copyright registration. • Trademark registered to establish a brand around the product and protect it.
- 30. - 30 - Commercialization Challenges •Technology – High-Performance at given cost limit is of primary importance, features need to tuned accordingly • Managing Cost vs. Feature vs. Performance – Choosing the right hardware platform • Market – Voice of customer’s customer (end-user) is more important than voice of customer (Telco) – Understanding the Market Requirement and Positioning • Engineering – Product discipline needs to be strictly adhered to with requirement freeze – No compromise on Product performance and Usability – Ensuring Consumer-grade Quality and Stability
- 31. Agenda Conceptualization Product Description Deployment andRoadmap Technology Challenges Commercialization Challenges Innovation @ TCS
- 32. 32 Innovation Labs Bangalore, India11 TCSInnovation Labs - Bangalore Chennai, India22 TCS Innovation Labs - Chennai TCS Innovation Labs - Retail TCS Innovation Labs - Travel & Hospitality TCS Innovation Labs - Insurance TCS Innovation Labs - Web 2.0 TCS Innovation Labs - Telecom Cincinnati, USA33 TCS Innovation Labs - Cincinnati Delhi, India44 TCS Innovation Labs - Delhi Hyderabad, India55 TCS Innovation Labs - Hyderabad TCS Innovation Labs - CMC Kolkata, India66 TCS Innovation Labs - Kolkata Mumbai, India77 TCS Innovation Labs - Mumbai TCS Innovation Labs - Performance Engineering Peterborough, UK88 TCS Innovation Labs - Peterborough Pune, India99 TCS Innovation Labs - TRDDC - Process Engineering TCS Innovation Labs - TRDDC - Software Engineering TCS Innovation Labs - TRDDC - Systems Research TCS Innovation Labs - Engineering & Industrial Services 11 22 33 44 55 9977 66 88
- 33. 33 Co-Innovation Network The TCSCo-Innovation Network builds collaborative frameworks to enable innovation across the TCS Ecosystem
- 34. 34 Technology Market Map TheTechnology-Market Map enables systematic planning and execution of three distinct innovation categories
- 35. 35 - 35 - “IT”Concerns“IT” Concerns Innovation/R&D Themes • Improve Operational Efficiency and Productivity • Enable Business Agility • Simplify and Transform • Manage Enterprise Risk and Compliance • Improve Enterprise Knowledge • Improve Operational Efficiency and Productivity • Enable Business Agility • Simplify and Transform • Manage Enterprise Risk and Compliance • Improve Enterprise Knowledge “Business” Concerns“Business” Concerns • Enable Understanding of Markets and Customers • Improve User Experience • Enable Information Ubiquity • Improve Healthcare • Improve the Environment • Enable Understanding of Markets and Customers • Improve User Experience • Enable Information Ubiquity • Improve Healthcare • Improve the Environment The TCS Innovation Themes give direction and purpose to the innovation processes and are anchored in the value proposition to the customer
- 36. 36 Ubiquitous Computing “Ubiquitous computingenhances computer use by making many computers available throughout the physical environment, but making them effectively invisible to the user” 4A’s of Ubiquity - Anytime, Anywhere, Anybody, Always Connected The most powerful technologies are invisible: they get out of the way to let human be effective • Electricity Electric motors hidden everywhere (20-30 per car) Electric sockets in every wall and portably available through batteries Integrated, invisible infrastructure •Literary technology Continuously surrounding us at many scales: books, newspapers, street signs, candy wrappers Used trivially and profoundly Literally visible, effectively invisible Mark Weiser, Xerox PARC 1988
- 37. 37 Ubiquity – Itis all about where you are
- 38. 38 Ubiquity – FromMainframes to Devices
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- 40. 40 @Car use case Source:www.ce.org
- 41. 41 Architecture Sensor cluster Sensor cluster Sensor cluster Sensor cluster LAN/Cellular// NGN Internet Aggregator Back-end Processing Phone ApplicationsApplications MiddlewareMiddleware AccessNetworkAccess Network Sensor Nodes & Edge Devices Sensor Nodes & Edge Devices Context ExtractionContext Extraction Technology Stack
- 42. 42 Automation & Control,Smart Grids, Smart Retail, Consumer Entertainment, Home automation, Healthcare Technology Stack ApplicationsApplications MiddlewareMiddleware Access NetworkAccess Network Wireless Sensor Nodes, motes, NFC/RFID devices Mobile devices Sensor Nodes & Edge Devices Sensor Nodes & Edge Devices Context ExtractionContext Extraction Adaptive Networks, Interoperability, WSN, Zigbee, NFC, Bluetooth, WiFi, 3G / NGN, ADSL, PLC, Data aggregators, filtering, pre-processing, Correlation, Soft Sensors Data storage, management and mining Analytics, Complex Event Detection & Processing, Machine Vision
- 43. 43 Solution Focus Devices • HomeInfotainment Platform • Smart TV • Home Gateway • Connected Car Back-end Systems • Low-cost Storage • Grid Fault Intelligence • Capital Market Surveillance • TV Viewership Analytics
- 44. 44 Research Focus • FrugalEngineering • User Experience • Universal Connectivity • Interoperability • Security and Privacy • Context Awareness • Reliability
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Editor's Notes
- #33 Our 19 Innovation Labs around the world conduct cutting-edge research on a variety of topics.