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Committed to Connecting the World
ITU and digital signageITU and digital signage
Simão CamposCounsellor, ITU-T Study Group 16
“Multimedia”
Committed to Connecting the World
Contents
•About ITU & ITU-T
•Global standards
•Digital signage
•We have a plan
•Conclusion
•Additional slides
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Committed to Connecting the World
– ITU –INTERNATIONAL
TELECOMMUNICATION UNION• UN agency for
telecommunication and ICTs
• Members:– 193 Governments and
regulatory bodies – 700 Private Sector – 30 Academia
UN Secretary-GeneralBan Ki-moon
ITU Secretary-GeneralHamadoun
Touré
Committed to Connecting the World4
ITU-T develops ICT standards
ITU-Rmanages
radio spectrum
and satellite orbits
ITU-D promotes
ICT development
General Secretariat coordinates work of ITU
Committed to Connecting the World
Introducing ITU-T• ITU-T: ITU Telecommunication
Standardization Sector
• Governments and the private sector work together– develop OPEN standards for telecommunication
networks and services that connect the world
• Strategic objectives (2012-2015):1.Coordination and international cooperation2.Production of global standards3.Bridging the standardization gap4.Dissemination of information
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Committed to Connecting the World
ITU-T collaboration44 formal partnerships • Vienna Agreement between the
international standards orgs and their European regional counterparts.
• World Standards Cooperation– Patent policy & Joint events
• ITU-T and IEEE– MoU & Joint events
• Global Standards Collaboration – Supports ITU as preeminent global
ICT standards organization. • ITU-T and 3GPP• ETSI
– Management meetings• ITU-T and IETF
– Management meetings• ITU-T and ICANN
– Management meetings• E-Business MoU: IEC, ISO, ITU
and UN/ECE
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Committed to Connecting the World
Study Group 16 - Multimedia
• Hollywood presented Emmy Award to ITU, ISO and IEC for revolutionary video standard ITU-T H.264 MPEG-4 AVC
• US Academy of Television Arts & Sciences, 2008
Committed to Connecting the World
Importance of global standards• Global standards essential in a complex world
• Standards make things easier
• Essential for international communications and global trade
• Drive competitiveness, for individual businesses and world economy
• Help organizations with their efficiency, effectiveness, responsiveness and innovation
• Lower prices and increase availability by reducing technical barriers and promoting compatibility between systems and networks
• Manufacturers, network operators, service providers and consumers benefit
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Standards: proven economic tool• WTO trade report 2005
• British Standards Institute (BSI): standards make annual contribution GBP 2.5 billion
• German standards body (DIN): economic benefits standardization about 1% GDP
• Canada: 17% of labour productivity increase and nine per cent of growth of GDP 1981-2004
• Standards have a significant effect on limiting the undesirable outcomes of market failure
• The work of ITU has smoothed the more economical introduction of new technologies
Committed to Connecting the World
Digital signage
• Network of digital displays
• Provision of information, entertainment, merchandising and advertisement
• Centrally managed and addressable
• ITU-T Technology Watch Report NEW!
http://itu.int/techwatch
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Committed to Connecting the World
Markets
• United States: – Largest regional market
• Developing economies in Asia, Latin America and the Middle East: – Major contributors to the predicted uptake of digital
signage• Top three sectors: retail, corporate and
transportation. Others:– Restaurants, education, healthcare, hospitality
• Retail boom: – Many cities in countries including Brazil, China,
India, Malaysia, Singapore, Thailand and the UAE– Spurred by economic growth, increasing incomes
and rising standards of living.
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Committed to Connecting the World
Market growth• Caveat: No ITU numbers
• Spending on digital signage systems:– USD 1.3 billion (2010) USD 4.5 billion (2016)
– Allied Business Intelligence (ABI Research): Digital Signage Revenue to Approach $4.5 Billion in 2016. 31 May 2011 http://www.abiresearch.com/press/3687-Digital+Signage+Revenue+to+Approach+$4.5+Billion+in+2016
• Global spending forecast: USD 13.8 billion (2017)– Global Industry Analysts: Global Digital Signage Systems
Market to Reach $13.8 Billion by 2017. 25 August 2011, http://www.strategyr.com/pressMCP-6741.asp
• Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015– http://www.digitalsignageconnection.com/intel%E2%80%9
9s-digital-signage-forecast-22-million-digital-signs-2015
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Committed to Connecting the World
Drivers for growth
•Digital signage is proving itself in a fragmented media market
•Digital signage performance and cost-effectiveness are improving
•Standards-based solutions will add to these drivers
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Committed to Connecting the World
Application scenarios• Digital out-of-home advertising• Traveler information
– Airports, train stations, etc
• Pedestrian guidance in buildings• Cafeteria menus• In-shop information & interactivity
– Sales, flash sales, infomercials, etc– Buyers interaction with shop environment
• Public utility– Warnings, instructions, breaking news, etc
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Committed to Connecting the World
Many technologies put together• Displays (normal, touch-screen, 3D)
• Multi-device control
• Network infrastructure for content delivery
• Communication protocols
• Software and hardware for management and playback of content
• Customized application programming interfaces and Software-as-a-Service
• Radio-frequency identification (RFID), near-field communication (NFC)
– Personalization of content and user interaction become increasingly relevant
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Committed to Connecting the World
Situation today• Currently: proprietary architectures
• Emulation of traditional one-way information delivery methods
• Specifications being pushed by industry forums, e.g.
– POPAI (Point-of-Purchase Advertising International)
– OAAA (Outdoor Advertising Association of America)
• Difficult to integrate applications across different networks & vendors
• Lack of interoperability: challenging and costly to build and expand large-scale digital signage networks
• Complex value chain
• Experiments with interactivity and personalization of content
– Privacy and security concerns
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Committed to Connecting the World
Signage tomorrow• Will fully use the potential of ICTs
• Content delivery to a variety of displays– Reuse of content
• Mix & match of components from various manufacturers– Interoperability, federation
• Interactivity, targeted content / advertising (content type, language, etc), sensorial techniques– RFIDs, Bluetooth, NFC
– Hearing, sight, touch, and smell
• Scalable architectures
• Consolidated or simplified value-chain (commoditize)
• Simplified content generation– Enabling SMEs
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Committed to Connecting the World
Standardization scenario• Building blocks in place
– Commonality with IPTV architecture– Presence
• Evolving model– Basic services – meeting basic business
needs today– Scalable functionality to enable future
advanced services
• Meeting evolution of user demand and business requirements
• Need open, international standards– Consensus-based; stakeholder scrutiny; IPR
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Committed to Connecting the World
We have a plan• ITU is actively working on international standards
(Recommendations) for digital signage• Foundational Recommendation
– ITU-T H.FDSS / Framework for Digital Signage Service (2012)
– Functional elements: Terminal device, network provider, service provider, content provider
• Audience measurement for DSS – discussions started
• Reuse as much as possible of already defined architectures– IPTV, tag-based information delivery, QoS/QoE,
security, etc– Savings in implementation and deployment
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Committed to Connecting the World
IPTV example
• Define standards– Recommendations: ITU-T H.700 series
• Develop conformance specs
• Interop events– Iron out details of implementations– Strengthening existing Recommendations – Seeing is believing
• Application challenges– Testing the maturity of solutions
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Committed to Connecting the World
Standard Managed “Connected TV”• H.721 terminals support managed “connected TV”
• Multiple remote service providers can provide managed IPTV services on any of these standardized terminals (H.721)
• Actual implementations!
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Back of REGZA for H.721 with direct connect of an Ethernet cable
Committed to Connecting the World
Interop event for IPTV
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Committed to Connecting the World
IPTV App challenge• Open call: promote
original and creative IPTV applications compliant to ITU’s suite of IPTV standards– ITU-T H.761 (Ginga-NCL) and H.762 (LIME) platforms– Criteria: Degree of innovation, level of engagement,
ease of use, value to society
• Award ceremony and demo during ITU Telecom World event (Geneva, October 2011)
• Details:– http://itu.int/en/ITU-T/challenges
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Committed to Connecting the World
Conclusion• Current situation does not favor
scalability and wide, cost-effective deployment of digital signage
• Solutions are needed using open standards– Multi-vendor– Public scrutiny– Government vetting
• ITU is well positioned to deliver timely and relevant standards
• Already working on Digital Signage standards!
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Committed to Connecting the World
Thank you
•For more information:– http://itu.int/ITU-T/go/sg16
– Simão [email protected]
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Committed to Connecting the World
Supplemental slides
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Committed to Connecting the World
ITU Organization
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ITU International Telecommunication UnionITU-R Radiocommunication SectorITU-T Telecommunication Standardization SectorITU-D Telecommunication Development Sector
http://itu.int/aboutitu/structure
Note well!! Standardization work: driven by the private sector
* All major ICT companies are members of ITUITU is uniquely different from other UN organizations in that theprivate sector has rights to participate on equal footing withgovernments, and actually are responsible for all technical standards developed by ITU, which are called "Recommendations"
ITU (International Telecommunication Union) is a UN agency with the following structure
Committed to Connecting the World
Structure and organization (1/3)
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Committed to Connecting the World
Structure and organization (2/3)
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Committed to Connecting the World
Structure and organization (3/3)
•Focus groups
• Joint Coordination Activities (JCA)
•Global Standardization Initiatives (GSIs)
•Workshops
•Regional groups
•Special projects
•Other groups
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Committed to Connecting the World
ITU-T Study Groups
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SG# Area of ICT
SG2 Operational aspects of service provisioning and telecom management
SG3 Tariff and accounting principles (including economic and policy issues)
SG5 Environment and climate change
SG9 Television and sound transmission and integrated cable networks
SG11 Signaling requirements, protocols and test specifications
SG12 Performance, QoS and QoE
SG13 Future networks, including mobile and NGN
SG15 Optical transport networks and access network infrastructures
SG16 Multimedia coding, systems and applications
SG17 Security
Committed to Connecting the World
Study Group 16 Overview• Lead SG on:
– multimedia coding, systems and applications– ubiquitous applications ("e-everything", such as e-
health) – telecommunication/ICT accessibility for persons
with disabilities • Organization
– WP1:Network signal processing and voiceband terminals
– WP2:Applications and systems – WP3:Media coding – Q20:Multimedia coordination – Q26: Accessibility to Multimedia Systems and
Services )• Participants
– 200-250 delegates from 24-26 countries
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Committed to Connecting the World
SG 16 management
• Chairman
• Mr Yushi Naito (Japan)
• Vice-chairmen, Working Party chairmen– Mr Harald Kullmann, WP1– Messrs Noah Luo & Seong-ho Jeong, WP2– Ms Claude Lamblin, WP3– Messrs Mark Neibert (USA); Fodé Soumah
(Guinea); Ibaa Oueichek (Syria)
• Counsellor: Mr Simão Campos
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Committed to Connecting the World
WP1
Network signal processing and voiceband terminals – Q14: Voiceband modems and facsimile
terminals protocols: specification, performance evaluation and interworking with NGN
– Q15: Voice gateway signal processing functions and circuit multiplication equipment / systems
– Q16: Speech enhancement functions in signal processing network equipment
– Q18: Interaction aspects of signal processing network equipment
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Committed to Connecting the World
WP2
Applications and systems– Q1: Multimedia systems, terminals and
data conferencing – Q2: H.323 real-time multimedia system – Q3: Multimedia gateway control
architectures and protocols – Q4: Advanced functions for H.300-series
systems and beyond – Q5: Telepresence systems – Q12: Advanced multimedia system for NGN
and other packet-based networks
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Committed to Connecting the World
WP2 (continued)– Q13: Multimedia application platforms and end systems
for IPTV – Q21: Multimedia architecture – Q22: Multimedia applications and services – Q24: Multimedia functions in NGN and other networks – Q25: USN Applications and Services – Q27: Vehicle gateway platform for
telecommunication/ITS services/applications – Q28: Multimedia framework for e-health applications
• Q13: collaboration with ISO/IEC JTC1 SC 29/WG 11 (MPEG) on advanced IPTV terminal (AIT) development
• Q21&Q22: collaboration with JTC1 SC31 WG6 on networked aspects of identification
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Committed to Connecting the World
WP3
Media coding – Q6: Visual coding – Q7: System and coordination aspects of
media coding – Q8: Generic sound activity detection– Q10: Speech and audio coding and related
software tools
• Q6: Collaboration with ISO/IEC JTC1 SC29/WG11 (MPEG) on new video coding development (JCT-VC)
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