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NASB2007-Michel-Penneroux-TDF-DRM-Consumer-Receivers

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					DRM Consumer Receiver
 availability and price
          NASB Annual Meeting
            DRM USA Group
            10-11 May 2007


  HCJB Global Technology Centre
       Elkhart Indiana USA

                Michel Penneroux
   Chairman of the DRM Commercial Committee

 Head of International Broadcasting – TDF - France



                                                     1
DRM Consumer receiver - Content


    • The Receiver development process
        – Visibility
        – Strategic concerns

    • How the DRM consortium maintains a pressure on the Receiver launch
      time line

    • Actions and landmarks for the next 12 months




                                                                           2
The DRM capable receiver development process
     • Visibility
         – DRM receivers are here
              »   Sangean / Roberts
              »   Morphy Richards
              »   Himalaya
              »   Others under development
         – DSP
              » TI – RadioScape
         – Sales
              » Direct sales
              » Internet sales (DW)
         – Delay
              » The process has started in June 2003
              » First step at IFA 2005
              » The making of a receiver is difficult
              » Secrecy is the rule, NDA
              » The receiver industry needs legal clearance by national regulatory body
                on a country per country basis
              » Dates for the switch to digital is already schedules which makes a
                pressure on all players
         – The advertisers look for more media
         – The ST announcement (IC, low cost receivers ahead)
                                                                                          3
The DRM capable receiver development process


     • Strategic concerns under analysis at Receivers’ (1)

         – Competition
             » Other technologies
                       . DMB
                       . iBoc
                       . ISDB-TBS
             » Telcos vs. broadcasting
                       . Convergence
                       . Universal terminal
             » Conservatism of present players reluctant to more competition
                       . Wait and see: any day with out competition is more
                       money




                                                                               4
The DRM capable receiver development process


     • Strategic concerns under analysis at Receivers’ (2)

         – DRM alone or associated with other standards
             »   DRM + any analogue AM & FM
             »   DRM + DMB
             »   DRM + iBoc
             »   DRM30 & DRM+
             »   DRM + etc.




                                                             5
The DRM capable receiver development process

     • Strategic concerns under analysis at Receivers’ (3)
         – Big numbers
             »   2.5 billions AM receivers worldwide (700 millions SW)
             »   540 millions of GSM subscribers in Europe
             »   2 billions GSM subscribers in the world
             »   China Mobile: 316 m subscribers in March 07
             »   17 M customers for SFR in France
             »   145 millions of DAB/DMB receivers in 2012
             »   119 millions AM receivers in France on a total a 130 millions
                 radios
             »   6 radios per household
             »   3 millions radios sold each year as replacement (France)
             »   The advertising business on a DRM station will start in a France
                 when 3 millions receivers sold
             »   Advertising (media and out of media) money in the world 700
                 billions Euros (145 Billions in the DRM launch countries, 29 in
                 France, )

                                                                                    6
The DRM capable receiver development process



      • Strategic concerns under analysis at Receivers’ (4)

          – Big numbers

              » An example: China Mobile

                       . 316 m subscribers in March 07
                       . Market value: $185 billion
                       . First buy outside China: $ 290 m in Pakistan (89%)
                       . 5 m new subscribers per month
                       . $ 11.70 average revenue per subscriber per month




                                                                              7
The DRM capable receiver development process



     • Strategic concerns under analysis at Receivers’ (5)

         – Regulatory Body clearance process
             » Following the ITU-Rec 2003
             » Country per country basis
             » Green light given to marketing the product


         – Switch from Analogue to Full Digital time schedule
             » Between now and 2011in Europe
             » Demand for 3M receivers per market




                                                                8
The DRM capable receiver development process




      All those strategic concerns come in addition to the
      product development scheme
      … Which make time flows




                                                             9
                                                        18
DRM National Platforms

                  19                                             1
                                  Consumers                           DRM
Brandname                                             Standard
network                      20

                  Retailer                                   2
   17       16
                                                      Radio
                                                 3    Receiver
                         14
     Brandname                                        Software
                                  Purchaser
                                                 6
                                      R&B                    7
                                                 8
         15                       9    5 4
                                                 10       IC
                                                 11
  Commercial                                     13
                                  Manufacturer
  interface
                                                 12
                                                                 Via Licensing
                                                                                 10
The DRM capable receiver development process

     • Then Communication Comes

        – For what purpose?

            » Inform the industry
                       . Give opportunities
                       . Start / Make business
                       . Protect their investment
                       . Positively contribute to the Global Digital Economy

            » Educate the consumers
                      . Raise their interest in contents
                      . Protect their buys

            » Influence competition
                       . Request for a quality solution




                                                                               11
The DRM capable receiver development process

     • Then Communication Comes

        – We have decided to set priorities

             » Protect the investors in DRM equipment
                        . Open Standard
                        . Totally accomplish the testing process
                        . Request tests with any competition
                        . Positively contribute to the Global Digital Economy

             » Protect the cost effectiveness of the receiver
                        . Volume
                        . Think global
                        . Protect the end user’s buy

             » Protect our differences with competition
                        . The DRM solution has differences with any competitive system
               that must be clear to the public




                                                                                         12
The DRM capable receiver development process

     • Then Communication Comes

        – Partnership with DRM users

            » Regulatory bodies
                        . Standard an advantage
                        . DRM is selling nothing, it is simply exposing a quality technology   and
              standard, not shareholder to compensate
                        . Joint testing process
                        . Open tests with any competition
                        . Positively contribute to the Global Digital Economy

            » Advertisers
                        . Final reception quality in AM

            » Receiver Industry
                        . Volume
                        . Protect their buys

            » Protect our differences with competition
                        . The DRM solution has differences with any competitive system         that
              must be clear to the public




                                                                                                      13
The DRM capable receiver development process




     High respect is paid for anyone
     spending 1 $ in DRM
     for a long run service




                                               14
The DRM capable receiver development process


     • ST & FhG joint announcement

        – DRM chipset
        – High quality RF front end (leveraged from products made
          for other systems such as T-DAB, HD radio, S-DARS
        – Low energy consumption
        – Opens the door to low cost receiver

     • Other IC developments: NXP, ATMEL, TI, NERO,
       Analog Devices

     • Millions of USD involved in IC production process



                                                                    15
License Fees




               16
License Fees




               17
The DRM capable receiver development process



    • First low cost receiver in Q1, 2008
       (Q4, 2007 at best)


    • Mass consumer in Q4, 2008
       –   Cost < 50 USD
       –   IC + RF at 15 USD (100 k units)
       –   Retail 150 € max in Europe in 2008
       –   Consumer brand names




                                                18
DRM influence in the World




                             19
How the DRM consortium maintains a
pressure on the Receiver launch time line


      • DRM promo tours in China and India
      • DRM members’ initiatives to secure the supply of receivers on
        time (Hangzhou and Chengdu in China)
      • Endorsement by DRM members’ country Regulatory Bodies
          – National DRM platforms (Germany, France, Spain, Italy, USA,
            Russia)
          – Active actions in China, Korea, India, Brazil, Ecuador, Chile,
            Argentina, Bolivia, Colombia, Mexico, The Netherlands and UK


      • Official dates for switching to Digital (2011 in Europe)



                                                                             20
How DRM helps gaining confidence

                   DRM Stream Leaders Team                          DRM National Team


                                                                           Italy


            Commercial Streams               Stream Leaders       Co-ordinator _________


                                                                Contributors       Companies

     International broadcasters                    tba
     National broadcasters public
                                                   tba
     National broadcasters commercial
     Retailers                              Michel Penneroux
     Chip manufacturers
                       Manufacturing
                                                   tba
                       process
                       New products /
     Rx                                            tba
                       display and design
     manufacturers
                       Sales &
                                                   tba
                       distribution
                       Car Rx               Wolfgang Schaefer
     Tx manufacturers                       Josef Troxler
     Car industry                                   tba
     Radio Advertisers                      Michel Penneroux
     Domestic Regulatory Bodies                     tba
     Other                                          tba


                                                                                               21
DRM In Hangzhou on May 2004




                              22
DRM in Chengdu in February 2006




                                  23
DRM Active Manufacturers in China

     •   NewStar Chengdu
     •   Panovasic
     •   Nanshan Bridge
     •   Tonda Electronics
     •   IP Goal
     •   Golden Bridge
     •   GoldTel Microelectronics

     •   Nanjing Panda Electronics
     •   Jiangsu Hitcker
     •   China Huala Electronics
     •   Jingyunda Science & Technology Industry


                                                   24
Receiver Distribution



Co-op Advertising

•   Definition: A system by which ad costs are divided between two or more
    parties. Usually, such programs are offered by manufacturers to their
    wholesalers or retailers, as a means of encouraging those parties to
    advertise the product.
•   In our case DRM member stations may offer airtime
•   Also Known As: Co-op Advertising, Co-op Program
•   3 M DRM Rx sold means 35-40 M € worth of media exposure
•   CPT on US TV: 36 USD (28€)




                                                                             25
   Coop advertising plan
                                                                                             7
                                                                         Digital Radio Promotion
                                                                         Digital Content promotion
                                                 Broad
                                                                         Receiver promotion
                                                 caster
                                                                         On LEGACY Broadcast
                                                                             network




                                                                                                            Consumer
                                                                           2



                                         Plan, value!
                                         Promotion
the CC coordinates the plan




                                                        launch plan
                                                                        Co-
                                   3                                           RLG




                                                        Product
                                                                      ordinate




                                                                                Motivation
                                                                                Alignment
                                                                           1    2
               P.O    4            P.O.
                                        4                              P.O. 4                    P.O.
  Module                 Radio                Brand/                          Retailer
Manufacturer          5
                      Manufacturer      6    Importer                        7Car OEM                   7
               chip                                                   promote                promote
                                  chip                                  chip                   chip



 P.O: Product Order
                                                                                                                       26
DRM Service launches: Deutschlandradio


• Deutschlandfunk
• Medium-wave
  855kHz (day-time)
• 10kW DRM




                                         27
DRM Service launches: Deutschlandradio


  • Kulture channel
  • 177kHz Long-
    wave
  • 150kW DRM




                                         28
DRM Service launches: RTL

French
• 5990kHz HF
   – 50kW




                            29
DRM Service launches: RTL

German
• 6095kHz HF
   – 50kW
• 1440kHz MF
   – 240kW
   – day
   – night




                            30
DRM Service launches: Deutsche Welle


  German/English
  • Multiple HF
    transmissions
     –   9690kHz
     –   6130kHz
     –   7265kHz
     –   15440kHz
     –   6140kHz
     –   6180kHz
     –   13790kHz
     –   3995kHz
     –   7515kHz


                                       31
BBC World Service on DRM




   – Core coverage from VTC
     1296kHz DRM Tx at
     Orfordness
   – “English for Europe”
   – Augmented by SW from UK
     and Norway
   – expanding to
     France/Germany




                               32
MSY




      33
34
Action plan and landmarks for the next 12 months

       • The following actions are conducted in parallel to that of major players who do
         not share their plans with us for commercial reasons
       • Mid May meeting of the US DRM platform
       • End of May meeting between a leader in the IC business a leading laboratory
         and a leader in the receiver industry to design a new DRM Rx
       • Next June a team of DRM members will visit China (Chengdu and Nanjin) for
         meeting with the five radio manufacturers who has signed LoI for producing
         DRM receivers below 50 USD
            – Secure the supply of first batch of low cost DRM receivers to customers before the
              end of 2007
       • Late June meeting of the French DRM platform on which European retail
         networks contribute (same in Germany, Spain and Italy
       • July: call for proposal for DRM services in France for airing by January 2008.
         Need for DRM receivers by then (3M per year).




                                                                                                   35
DRM receivers
      • You are also concerned because
          – Radio is your business
          – Telcos threatens your industry
          – Radio is alive
          – Advertisers need more of your airtime ( a signal to financial
            backers)
          – DRM is available now so use it now (budget 2008)

      • I count on you to
          – Join our consortium
          – Grow the DRM USA group
          – Dedicate more resources to your DRM commitment
          – Contribute to our coop advertising plan (operational details on
            request)
          – Consider buying some receivers to make the ball roll
          – Make your station success in the coming years with DRM


                                                                              36
DRM Consumer receiver




                Thank you


         michel.penneroux@tdf.fr

               www.drm.org



                                   37

				
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