Interactive media & eInfrastructures

Building a successful future

Alexis Arragon, Business Track: Cross-Industry SectionEGEE’07, 01-05 October 2007, Budapest, Hungary

Why “cheap” is the premise of mass adoption

Interactive media & eInfrastructuresEGEE’07 Business Track: Cross-Industry

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Bigger storage

capacity: cheap!

Better 3D

graphics: cheap!

Access to unlimited

online storage: cheap!


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HUGE

MARKET!


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Why it can benefit from eInfrastructures


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Serious Games & Simulation Address critical issues for the future

Knowledge management How to capitalize on staff knowledge, how to store knowledge and train

new staff, etc. Crisis management

How to deal with ecological issues, how to foresee and react to floods, earthquakes, military threats, terrorist attacks, etc.

Risk management Heavily used by insurance and bank companies

Shared interest from academics and industry Resources demanding and constrained field

Computations can be done offline… Clusters of servers, N-cores machines

… or online SETI, Folding@home, distributed and grid computing

Impact on technology Realistic modelling: procedural landscape and urban modelling Pervasive networks and environmentsInteractive media & eInfrastructures

EGEE’07 Business Track: Cross-Industry section

Virtual Worlds & Social NetworksBiggest trend of the last years: the famous Web 2.0Allow users to virtually connect to any social group

MySpace for the music (originally)YouTube for the videoLinkedIn for businessIt’s up to you to build your own social network!

… with any devicePC, home console (PS3 Home), mobile (Disney’s

WonderDays in Japan), set-top box?Users are now content producers

Customisable environment is the key!By definition, those services need eInfrastructures to

expand Interactive media & eInfrastructuresEGEE’07 Business Track: Cross-Industry

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Who’s next?Digital Cinema AdvertisingUbisoft Digital Arts Studio

Former cinematic studio Short & long film production

with dematerialised content and pipeline convergence

“We’ll also see products , where you can jump in and use the interactivity to control and shape what you’re being told as a story” Y. Mallat, CEO

LucasArts / LucasFilm / ILMVideogame & cinema

production pipeline convergence

Might be the latest but also the most eager to enter the game

Google bought recently Adscape for 23m$ while Microsoft had bought Massive just before

New lucrative business opportunities (in-game ads, profiling, etc.)


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Both will benefit from technology and digital distribution to be delivered directly in the user’s hands.

Both will benefit from technology and digital distribution to be delivered directly in the user’s hands.

Strategic impact“My best advice is not just to follow new technology

developments across the whole value chain but to get into the driving seat. […] I ask that you are open to change and new business models”Viviane Reding on Media 2.0, CeBIT March 2007

“I believe that Europe needs a strong interactive games industry. […] European interactive games industry is also very much a cultural industry […] an opportunity for cultural diversity”Viviane Reding, ISFE Expert Conference June 2007


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National and European initiatives


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Technology evolutionWhat’s in tomorrow’s home entertainment

platform?RAM? Cheap!

PC standard is 2 – 4 GbStorage space? Cheap!

1 Tb disks commonly available, memory cards up to 4 – 8 Gb

Processing power? Cheap! CELL processor in PS3 Intel N-core program (Core2Duo as a standard, Quad Core

available, 40+ core announced)Dedicated hardware? Cheaper and cheaper

nVidia GPUs with SLI technology AGEIA PhysX cardInteractive media & eInfrastructures


The Distribution RevolutionPhysical formats are fading

Everything is onlineThe rise of distribution platforms

Manufacturers Xbox Live, PlayStation Network

Third-party Steam, Goa

This is more than just games: Music (iTunes), VOD, IPTV, etc.

The search for new business models Subscription (WoW, Xbox Live) Micro-payments (Gran Tourismo 5, Microsoft Points) Episodic content (Sam & Max) Media convergence (Ubisoft Digital Arts Studio)

New business opportunities for innovative distribution solutions! Interactive media & eInfrastructures



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Consumer


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Why eInfrastructures are a good candidate to being a distribution and execution environment…


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edutain@grid in a nutshellA scalable QoS-enabled business grid environment

for multi-user Real-time Online Interactive Applications

36 months FP6 project, started Sept. 2006Focus on online games and e-learning through

pilot applications and interest groupsA new type of applications for grid environments…

Scale application instances for large numbers of concurrent users under real-time constraints

Economically viable and attractive applications…and a flexible distribution platformCollaboration between academics (Grid

experts) and SMEs (industry-driven pilot applications) Interactive media & eInfrastructures



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UserUser

ProviderProvider ConsumerConsumer FacilitatorFacilitator

CoordinatorCoordinator HosterHoster

Co-HosterCo-Hoster

CustomerCustomer Application DeveloperApplication Developer

BrokerBrokerDistributorDistributor SponsorSponsor

ContentProviderContentProvider

Runtime steering use case scenario

deploysession

Coordinator

Hoster

ROIA sessio

n

Hoster

ROIA sessio

n

joinsession

migrate

leavesession massive

leavemassivejoin

Market

Broker


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Facts listHighly demanding, real-time computation

and communicationThousands of concurrently interacting usersDynamic control- and data-flow


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QoS Negotiation

Light-weight Security Models

Open Market B2C ModelsReal-Time Grid

Services

Real-time

Communication

Framework

E-Learning

Other ROIA

Online Games

Largenon-GridExpert

EdutainmentCommunity

PLAY ALLObjective: Give content creators a complete and

next-gen ready tool-chain, covering asset management to digital distributionMulti-platformDurableOpen

French initiative funded by Ministry of Industry and Paris’ region6,5m€ funding, 2 years project starting now

Studios + Middleware developers + Academics14 partners

Interactive media & eInfrastructures


Challenging the competition


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Get Europe into the driving seatInteractive media is a cultural asset

There is a “fight” for “cultural diversity”Local content is always a winner!

We should prepare for the next evolutionsProcessing power, unlimited storage capacity,

virtualised resources, bandwidth = cheap!What about: latency, real-time computing,

multi-core machines and parallelisation?Competition already on

Emergent’s GameBryo + HP, G-clusterInteractive media & eInfrastructures


FP7?

Documents

Interactive media & eInfrastructures