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ITU and digital signage

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Title: ITU and digital signage


1
ITU and digital signage
  • Simão Campos
  • Counsellor, ITU-T Study Group 16
  • Multimedia

2
Contents
  • About ITU ITU-T
  • Global standards
  • Digital signage
  • We have a plan
  • Conclusion
  • Additional slides

3
ITU INTERNATIONAL TELECOMMUNICATION UNION
ITU Secretary-General Hamadoun Touré
  • UN agency for telecommunication and ICTs
  • Members
  • 193 Governments and regulatory bodies
  • 700 Private Sector
  • 30 Academia

UN Secretary-General Ban Ki-moon
4
ITU-T develops ICT standards
ITU-Rmanages radio spectrum and satellite orbits
ITU-D promotes ICT development
General Secretariat coordinates work of ITU
5
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)
  • Coordination and international cooperation
  • Production of global standards
  • Bridging the standardization gap
  • Dissemination of information

6
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

7
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

8
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

9
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

9
10
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

11
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.

12
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/pr
    ess/3687-DigitalSignageRevenuetoApproach4.5
    Billionin2016
  • 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-674
    1.asp
  • Intels Digital Signage Forecast 10 million
    media players 22 million digital signs by 2015
  • http//www.digitalsignageconnection.com/intelE28
    099s-digital-signage-forecast-22-million-digital-
    signs-2015

13
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

14
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

15
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

16
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

17
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

18
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

19
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

20
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

21
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
22
Interop event for IPTV
23
IPTV App challenge
  • Open call promote original and creative IPTV
    applications compliant to ITUs 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

24
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!

25
Thank you
  • For more information
  • http//itu.int/ITU-T/go/sg16
  • Simão Campossimao.campos_at_itu.int

26
Supplemental slides
27
ITU Organization
ITU (International Telecommunication Union) is a
UN agency with the following structure
ITU International Telecommunication
Union ITU-R Radiocommunication Sector ITU-T Teleco
mmunication Standardization Sector ITU-D Telecommu
nication 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 theprivate sector has
    rights to participate on equal footing
    withgovernments, and actually are responsible
    for all technical standards developed by ITU,
    which are called "Recommendations"

http//itu.int/aboutitu/structure
28
Structure and organization (1/3)
29
Structure and organization (2/3)
30
Structure and organization (3/3)
  • Focus groups
  • Joint Coordination Activities (JCA)
  • Global Standardization Initiatives (GSIs)
  • Workshops
  • Regional groups
  • Special projects
  • Other groups

31
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
32
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
  • WP1Network signal processing and voiceband
    terminals
  • WP2Applications and systems 
  • WP3Media coding 
  • Q20Multimedia coordination
  • Q26 Accessibility to Multimedia Systems and
    Services )
  • Participants
  • 200-250 delegates from 24-26 countries

32
33
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

34
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

35
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

36
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
  • Q21Q22 collaboration with JTC1 SC31 WG6 on
    networked aspects of identification

37
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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