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ITU and digital signage

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					ITU and digital signage
          Simão Campos
  Counsellor, 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

                      Committed to Connecting the World
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              – ITU –
          INTERNATIONAL
     TELECOMMUNICATION UNION
              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
                            ITU-T
                   develops ICT standards

    ITU-R
                                                          ITU-D
manages radio
                                                       promotes ICT
spectrum and
                                                       development
satellite orbits

                    General Secretariat
                   coordinates work of ITU

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            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 cooperation
    2.   Production of global standards
    3.   Bridging the standardization gap
    4.   Dissemination of information

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       ITU-T collaboration
44 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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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


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          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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                   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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               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%
     99s-digital-signage-forecast-22-million-digital-signs-2015

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       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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      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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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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               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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          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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   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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              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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           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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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!

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

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Interop event for IPTV




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         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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             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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             Thank you
• For more information:
  – http://itu.int/ITU-T/go/sg16

  – Simão Campos
    simao.campos@itu.int




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Supplemental slides




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              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"
                  http://itu.int/aboutitu/structure
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Structure and organization (1/3)

                               Plenipotentiary
                                Conference



                                      ITU
                                     Council



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



                    WRCRA                      WTDC                       WTSA




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Structure and organization (2/3)

                                        WTSA




                                        TSAG




                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



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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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       ITU-T Study Groups
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

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  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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                                                                  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
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                  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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                 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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             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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                  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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