ITU and digital signage

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ITU and digital signage

• Simão Campos
• Counsellor, ITU-T Study Group 16
• Multimedia

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Contents

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

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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
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ITU-T develops ICT standards
ITU-Rmanages radio spectrum and satellite orbits
ITU-D promotes ICT development
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)
• Coordination and international cooperation
• Production of global standards
• Bridging the standardization gap
• 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

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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/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

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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 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

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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 Campossimao.campos_at_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 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
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Structure and organization (1/3)
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Structure and organization (2/3)
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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
• 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

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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
• Q21Q22 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)