ITU and digital signage

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					ITU and digital signage
          Simão Campos
  Counsellor, ITU-T Study Group 16

                Committed to Connecting the World
• About ITU & ITU-T
• Global standards
• Digital signage
• We have a plan
• Conclusion

• Additional slides

                      Committed to Connecting the World
              – ITU –
              ITU Secretary-General
                         Hamadoun        • UN agency for
                             Touré         telecommunication
UN Secretary-General                       and ICTs
    Ban Ki-moon

                                         • Members:
                                               – 193 Governments and
                                                 regulatory bodies
                                               – 700 Private Sector
                                               – 30 Academia

                                      Committed to Connecting the World
                   develops ICT standards

manages radio
                                                       promotes ICT
spectrum and
satellite orbits

                    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
    – develop OPEN standards for telecommunication
      networks and services that connect the world
• Strategic objectives (2012-2015):
    1.   Coordination and international cooperation
    2.   Production of global standards
    3.   Bridging the standardization gap
    4.   Dissemination of information

                          Committed to Connecting the World
       ITU-T collaboration
44 formal partnerships         •   Vienna Agreement between the
                                   international standards orgs
                                   and their European regional
                               •   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

                         Committed to Connecting the World
Study Group 16 - Multimedia
• Hollywood
  Emmy Award to
  ITU, ISO and IEC
  for revolutionary
  video standard
  ITU-T H.264
• 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
                          Committed to Connecting the World
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   9
          Digital signage
• Network of digital displays
• Provision of information, entertainment,
  merchandising and advertisement
• Centrally managed and

• ITU-T Technology Watch
 Report NEW!

                   Committed to Connecting the World
• United States:
  – Largest regional market
• Developing economies in Asia, Latin America
  and the Middle East:
  – Major contributors to the predicted uptake of digital
• 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.

                          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
• 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,
• Intel’s Digital Signage Forecast: 10 million media
  players & 22 million digital signs by 2015

                             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

                    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

                       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
 • Radio-frequency identification (RFID), near-field
     communication (NFC)
     – Personalization of content and user interaction become
       increasingly relevant
                              Committed to Connecting the World
               Situation today
• Currently: proprietary architectures
• Emulation of traditional one-way information delivery
• 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
   – Privacy and security concerns

                               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
   – 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
                             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
                      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
•   Reuse as much as possible of already defined
    – IPTV, tag-based information delivery, QoS/QoE,
      security, etc
    – Savings in implementation and deployment

                           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

                      Committed to Connecting the World   20
Standard Managed “Connected TV”
                                   • H.721 terminals support
                                     managed “connected
                                   • Multiple remote service
                                     providers can provide
                                     managed IPTV services
                                     on any of these
                                     standardized terminals

                                   • Actual implementations!

 Back of REGZA for H.721 with direct connect of an Ethernet cable

                            Committed to Connecting the World
Interop event for IPTV

          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:

                           Committed to Connecting the World
• Current situation does not favor
  scalability and wide, cost-effective
  deployment of digital signage
• Solutions are needed using open
  – Multi-vendor
  – Public scrutiny
  – Government vetting
• ITU is well positioned to deliver timely
  and relevant standards
• Already working on Digital Signage
                    Committed to Connecting the World
             Thank you
• For more information:

  – Simão Campos

                    Committed to Connecting the World
Supplemental slides

        Committed to Connecting the World
              ITU Organization
 ITU (International Telecommunication Union) is a UN
           agency with the following structure

              ITU      International Telecommunication Union
              ITU-R    Radiocommunication Sector
              ITU-T    Telecommunication Standardization Sector
              ITU-D    Telecommunication Development Sector

  Note well!!
Standardization work: driven by the private sector
  * All major ICT companies are members of ITU
    ITU is uniquely different from other UN organizations in that the
    private sector has rights to participate on equal footing with
    governments, and actually are responsible for all technical standards
    developed by ITU, which are called "Recommendations"
                                   Committed to Connecting the World
Structure and organization (1/3)



 General              ITU-R                    ITU-D                     ITU-T
Secretariat   (radiocommunication)         (development)            (standardization)

                    WRCRA                      WTDC                       WTSA

                                      Committed to Connecting the World
Structure and organization (2/3)



                Study                                   Study          Study
               Group x                                 Group y       Groups …

  Working     Working     Working          Working            Working
  Party 1/x   Party 2/x   Party 3/x        Party 1/y         Parties …

  Question    Question    Question        Question
    1/1         1/2         1/3             1/1

                                Committed to Connecting the World
Structure and organization (3/3)
• Focus groups
• Joint Coordination Activities (JCA)
• Global Standardization Initiatives
• Workshops
• Regional groups
• Special projects
• Other groups
                     Committed to Connecting the World
       ITU-T Study Groups
SG#                           Area of ICT
SG2    Operational aspects of service provisioning and telecom
SG3    Tariff and accounting principles (including economic and
       policy issues)
SG5    Environment and climate change
SG9    Television and sound transmission and integrated cable
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
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-
  – telecommunication/ICT accessibility for persons
    with disabilities
• Organization
  – WP1:Network signal processing and voiceband
  – 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
                         Committed to Connecting the World   32
        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
                      Committed to Connecting the World
Network signal processing and voiceband
  – 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

                     Committed to Connecting the World
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

                    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

                            Committed to Connecting the World
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)
                    Committed to Connecting the World

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