definition business model by bmark1

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									 INTERNATIONAL TELECOMMUNICATION UNION                                                      FOCUS GROUP ON IPTV
 TELECOMMUNICATION                                                                             FG IPTV-ID-0025
 STANDARDIZATION SECTOR
 STUDY PERIOD 2005-2008                                                                                Original: English

 WG(s):                                                                                             1st FG IPTV meeting:
                                                                                                  Geneva, 10-14 July 2006
                                                   INPUT DOCUMENT
 Source: KT
 Title:      Overall definition and description of IPTV in the business role model

    Introduction
    This document contributes to the overall definition and description of the internet protocol
 television (IPTV) in the business role model.
   It is proposed that the text described in this contribution could be developed in the 1st FG IPTV
 meeting: Geneva, 10-14 July 2006.




   Although a substantial number of people have different opinion about the definition and
 description of IPTV according to their view, purpose and service scenario, when we consider it as a
 necessary and important item for the next telecommunication, we can easily approach the common
 ground for the definition and description of IPTV.


    We propose the definition and description of the IPTV in the wide meaning as follows.
     General definition and description of IPTV
    The general definition:
    An IPTV service (or technology) is the new convergence service (or technology) of the
 telecommunication and broadcasting through QoS controlled Broadband Convergence IP
 Network including wire and wireless for the managed, controlled and secured delivery of a
 considerable number of multimedia contents such as Video, Audio, data and applications
 processed by platform to a customer via Television, PDA, Cellular, and Mobile TV terminal
 with STB module or similar device.
    This general definition of IPTV includes four parts for business role models. Each part is like this.
        Contents: Video, audio (including voice), data, text, and applications
         - Business role model: contents provider.
        Platform: Contents receiving, manipulating, value-added processing, and transmitting with
         security and management according to the service provider.
          - Business role model: service provider.



Contact:             Lark Kwon Choi                                              Tel: +82-31-727-5595
                     KT                                                          Fax: +82-31-727-5529
                     Korea                                                       Email: biorock@kt.co.kr
Attention: This is not a publication made available to the public, but an internal ITU-T Document intended only for use by the
Member States of ITU, by ITU-T Sector Members and Associates, and their respective staff and collaborators in their ITU related
work. It shall not be made available to, and used by, any other persons or entities without the prior written consent of ITU-T.
                                            -2-
     Network: Managed, controlled, and secured delivery of contents processed by platform
      using QoS controlled Broadband IP Network including wire and wireless.
      - Business role model: network provider.
     Terminal: TV, PDA, Cellular, Mobile TV with STB module or similar device for the
      customer.
      - Business role model: Customer.




           Figure 1: Overall definition and description of IPTV in the business role model


   The general description of IPTV can be induced from general definition with business model and
its service model as follows.
     A new business and service model for TPS (Triple Play Service) including POTS (voice;
      VoIP), ISP (data; internet web service), and CAST (Broadcasting) with control according
      to the convergence of the telecommunication and broadcasting region.
     An active two-way service model that the user can join the program directly and interact
      with other people at any time while watching TV using not only just mono-directional
      “push mode service” but also bi-directional “pull mode service”. On the other hand, the
      previous broadcasting service just gives the contents to the user without any feedback of
      audience.
     A high video quality service model which supports a considerable number of SD and HD
      channels through the QoS guaranteed, managed, and controlled Broadband IP network in
      different with the low quality best effort connection.
     Multiple service model which allow user to access more program channels and additional
      data services by using of channel and service switching technology in the network,
      utilizing the bandwidth more efficiently with the type of multicast and unciast, and
      multiplexing the A/V program with data services in one IP transport.
     A flexible integration service model that the system can not only easily adapt other
      different platforms but also efficiently extend the present platform to more progressive
      converged platform for advanced services such as multi-angle service and a wireless linked
      service thanks to the all IP technologies.
                                              -3-
  General definition of IPTV service can be more described in the business role model as follows.
   Definition of IPTV in view of contents provider
    The content provider is the entity owning contents or being licensed to sell content assets. Their
role is contents production and delivery.
   In this reason, from the contents provider point of view, IPTV is multimedia contents
service including A/V broadcasting and interactive data such as audio, video, text and
application.


   Definition of IPTV in view of service provider
    The service provider is the entity providing a service to end-user through a procedure of
receiving, manipulating, value-added processing and transmitting contents with security and
management using an IPTV platform.
      Contents receiving system receives source signal from content provider, program
       provider, through terrestrial, satellite, cable, and IP network. Moreover this system controls
       the distribution of signal through routine switcher and monitors broadcasting operation
       through main control room.
      Manipulation and transmission system compress the received signal to proper formats
       such as H.264, MPEG2 or VC1, and multiplexes with data broadcasting information. Then
       it scrambles, IP-packetizes and transmits to the network.
      Value-added processing system contributes to additional data services such as T-
       information, T-commerce, T-communication, T-entertainment, and T-learning by the
       middleware and application platforms.
      Security system ranging from conditional access system to digital right managements
       system encrypts real-time broadcasting channel and pre-encrypts VoD contents for
       protecting the unauthorized access for contents protection.
      Management system coordinates and controls interoperations between sub-system and the
       whole operation. What is more, it manages and schedules programming, contents and
       media by contacting CP, DP, PP, and CA. Additionally; it deals with subscriber’s status
       and billing.

    Recently, the service provider has difficult time due to the decrease of ARPU and aggravation
of profitability. Therefore the service provider looks on the bright side of IPTV for improving the
revenue.
   In this reason, from the service provider point of view, IPTV is new profitable service
model creating ARPU and efficient service model protecting churn out by providing not only
multimedia contents services such as A/V broadcasting and interactive data service but also
personalized and combined high quality service to the customer.


   Definition of IPTV in view of network provider
   The network provider is the entity connecting customer and service providers with control and
management for the secured delivery of contents in several layers such as core, distribution and
access layer.
      Core layer switches traffic as fast as possible to the appropriate service.
                                               -4-
      Distribution layer marks the point between the access layer and the core layer. This
       layer’s primary task is to perform functions such as routing, filtering, and WAN access.
      Access layer is the point at which end users are connected to the network.
   For this reason, from the network provider point of view, IPTV is authorized multimedia
contents delivery service through internet core, distribution, and assess network with
controlled QoS.


   Definition of IPTV in view of customer
   The customer is the entity that the IPTV services are consumed. The customer enjoy the service
with various user terminal such as TV-based terminal (TV, STB), PC-based terminal (notebook,
desktop, and PDA), and mobile handheld-based terminal after subscribing the total package or
purchasing each service one by one.
     For this reason, from the customer point of view, IPTV is not only a quality guaranteed
convergence service of telecommunication and broadcasting because customer can use the
telecommunication services (such as internet access service, e-mail, SMS, VoIP and VoD), and
broadcasting services (such as terrestrial (cable, satellite) channel and narrowcasting
contents)simultaneously but also a ubiquitous service because the users can get multimedia
contents at any time, at any place for their tastes.




   This contribution proposes the definition and description of IPTV in the business role model as a
starting point of a global IPTV issue. It is proposed to transfer this contribution as valuable inputs in
ITU-T FG IPTV study for further development.


Contributors

                                                                                Tel: +82-31-727-5595
    Lark Kwon Choi       KT, KOREA               Email: biorock@kt.co.kr
                                                                                Fax: +82-31-727-5529
                                                                                Tel: +82-31-727-5545
    Dae Gyun Chung       KT, KOREA               Email: kaibay@kt.co.kr
                                                                                Fax: +82-31-727-5529
                                                                                Tel: +82-31-727-5580
    Dae-Gun Kim          KT, KOREA               Email: dkim@kt.co.kr
                                                                                Fax: +82-31-727-5529
                                                                                Tel: +82-31-727-5590
    Sang Soo Lee         KT, KOREA               Email: ssllee@kt.co.kr
                                                                                Fax: +82-31-727-5529
                                                                                Tel: +82-31-727-5550
    Tae Kyung Huh        KT, KOREA               Email: tkhuh@kt.co.kr
                                                                                Fax: +82-31-727-5529
                                                                                Tel: +82-31-727-5500
    Young Hui Lee        KT, KOREA               Email: yhl@kt.co.kr
                                                                                Fax: +82-31-727-5529



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