Special Report
but also affordable as a monthly subscription. across multiple platforms to multiple screens.
Value is of course different from subscriber to That includes satellite, cable and digital
subscriber and we have seen that emotions terrestrial and covers the content
play a big role in the perception of value. contribution, acquisition, turnaround,
People are willing to pay for services that distribution and transmission segments. Our
address an urgent need, have a social element experience across all platforms means we are
such as peer pressure or status, or is well placed to build hybrid broadcast/IPTV
convenient. solutions too, whether it is satellite/IP,
The concept of the Individual Television cable/IP or DTT/IP. For cable operators
Experience accepts the desires and demands looking beyond DSL network extensions, we
of modern consumers - and especially the so- can deliver cable IPTV in the form of IPTV
called ‘Digital Natives’ - and makes them a high-quality pictures, multi-screen playout over DOCSIS, as well as IPTV for a Cable off
reality. It is forward-looking, consumer- and increasing volumes of on-demand net strategies.
focused and is designed to make customers content. Our VOD systems are powering some Adaptability is important during times of
happy, make them loyal, and encourage them of the largest on-demand catalogues on earth disruption. Who would have predicted five
to spend more money with service providers. with operators who really understand how to years ago that France Telecom would provide
It is a means to differentiate IPTV with increase non-linear consumption. a direct-to-home satellite service or that
innovative services that have not to date been Through our AdPoint Advanced BSkyB would offer voice and broadband, and
possible, acquire new customers and increase Advertising Platform, we are preparing the buy an ISP to strengthen the traditional
average revenue per user. ground for advertising models that can weakness of the one way broadcast? To quote
Consumers are interested in the end exploit a more unicast environment, with Bob Dylan: ‘the times, they are a-changin’.
product and don’t care much about how it is support for VOD advertisement placements, What matters for next-generation network
achieved, so it falls upon network operators telescoping adverts and targeted advertising, operators, more than anything else, is
to worry about the deliverables. Helping among other things. Ericsson and Tandberg flexibility. Operators and vendors have to
operators to address these challenges is Television have provided over one-quarter of work in an increasingly complex
central to Ericsson’s TV Solutions offering. the IPTV head-ends deployed worldwide, environment. More hardware and software
Creating the next generation TV thanks in part to our award-winning iPlex will need to be interfaced and managed than
experience requires a combination of skills video processing platform. This combines ever before. That is why we view open
taken from the world of telecoms and high-density encoding, transcoding and architectures and standards-based
television and from fixed-line and wireless. It transrating and allows operators to input interoperability as a prerequisite for next-
(will) need the ability to build hybrid network virtually any video format and resolution and generation services.
solutions that combine IP with satellite, cable convert it for nearly any consumer playout We have been instrumental in the
or digital terrestrial. The next generation of scenario, from widescreen to mobile. development of the Open IPTV Forum, a pan-
television, interweaved as it will be with fixed We pioneered advanced compression and industry initiative with the purpose of
and mobile telecoms services, needs vendors picture quality is becoming more important producing end to end specifications for IPTV
whose experience reaches wider than ‘just’ than ever. In a world where cable operators that will take the next generation of IPTV to
television, and further than just mobile, and offer voice and even mobile, and where the mass market. The forum is fully open to
beyond the limits of fixed-line. satellite providers may seek to become triple- participation across the communications and
To exploit this convergence opportunity, play providers, telcos need to differentiate entertainment industries. We believe that
vendors need a deep-rooted knowledge of services wherever they can and match their service layer application platforms
how to build revenue-generating services rivals for quality where they can’t. Picture (middleware) must encourage rather than
across multiple networks, with systems quality matters across all screens. There is stifle innovation and partnership. History
integration excellence in each segment and - growing evidence that premium content is proves that for network operators, open
crucially - an umbrella understanding of how attracting the real advertising revenues online, standards mean more competition, sustained
they fit together to create the consumer because brands are wary of advertising next competition, and lower prices.
experience of the future. This is what we are to user-generated content. This is basically One of the biggest additions in this forum
referring to at Ericsson and Tandberg television content - so why will anyone watch is the inclusion of the consumer electronics
Television when we talk about a ‘Prime it online unless it looks good? industry in the IPTV market place. This
Integrator’. Ericsson and Tandberg Television have a addition will allow all of us in the industry to
Ericsson also provides essential heritage of delivering best-in-class video move to mass market similar to
management functions including network GSM/WCDMA.
management, service management, revenue Ericsson’s IMS is providing an open
management and business management, plus standards approach to converging services
authentication, roaming and policy control between any device - a common platform for
for mobility. This telecoms-based expertise is TV and multimedia services. IMS can be
increasingly relevant to the television market. exploited to deliver communication enablers age IPTV 18.
Today, Ericsson and Tandberg Television such as presence, messaging, multimedia
are already delivering on what could be telephony and chat, and a number of
described as IPTV 2.0. We are providing best- innovative features. Bringing this and
in-class video experiences - matching the Internet based services together across
most demanding consumer expectations for multiple devices
Continued on P
september 2008
iptv 13 guide2iptv
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