ITU and digital signage Simo Campos Counsellor ITUT

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 2

– ITU – INTERNATIONAL TELECOMMUNICATION UNION ITU Secretary-General Hamadoun Touré UN Secretary-General Ban Ki-moon • UN agency for telecommunication and ICTs • Members: – 193 Governments and regulatory bodies – 700 Private Sector – 30 Academia Committed to Connecting the World

ITU-T develops ICT standards ITU-R manages radio spectrum and satellite orbits ITU-D promotes ICT development General Secretariat coordinates work of ITU Committed to Connecting the World 4

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. 2. 3. 4. Coordination and international cooperation Production of global standards Bridging the standardization gap Dissemination of information Committed to Connecting the World 5

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 – Mo. U & Joint events • Global Standards Collaboration – Supports ITU as preeminent global ICT standards organization. • ITU-T and 3 GPP • ETSI – Management meetings • ITU-T and IETF – Management meetings • ITU-T and ICANN – Management meetings • E-Business Mo. U: IEC, ISO, ITU and UN/ECE Committed to Connecting the World 6

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 Committed to Connecting the World 8

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 Committed to Connecting the World 9

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 Committed to Connecting the World 10

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 the UAE – Spurred by economic growth, increasing incomes and rising standards of living. Committed to Connecting the World 11

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/press. MCP-6741. asp • Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015 – http: //www. digitalsignageconnection. com/intel%E 2%80% 99 s-digital-signage-forecast-22 -million-digital-signs-2015 Committed to Connecting the World 12

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 Committed to Connecting the World 13

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 Committed to Connecting the World 14

Many technologies put together • • • Displays (normal, touch-screen, 3 D) 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 Committed to Connecting the World 15

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 Committed to Connecting the World 16

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 Committed to Connecting the World 17

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 business requirements • Need open, international standards – Consensus-based; stakeholder scrutiny; IPR Committed to Connecting the World 18

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, Qo. S/Qo. E, security, etc – Savings in implementation and deployment Committed to Connecting the World 19

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 Committed to Connecting the World 20

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 Committed to Connecting the World 21

Interop event for IPTV Committed to Connecting the World 22

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 23 Committed to Connecting the World

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! Committed to Connecting the World 24

Thank you • For more information: – http: //itu. int/ITU-T/go/sg 16 – Simão Campos simao. campos@itu. int Committed to Connecting the World 25

Supplemental slides Committed to Connecting the World 26

ITU Organization ITU (International Telecommunication Union) is a UN agency with the following structure ITU-R ITU-T ITU-D International Telecommunication Union Radiocommunication Sector Telecommunication Standardization Sector Telecommunication Development Sector Note well!! Standardization work: driven by the private sector * All major ICT companies are members of 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 27 Committed to Connecting the World

Structure and organization (1/3) Plenipotentiary Conference ITU Council General Secretariat ITU-R ITU-D ITU-T (radiocommunication) (development) (standardization) WRCRA WTDC WTSA Committed to Connecting the World 28

Structure and organization (2/3) WTSA TSAG Study Group x Working Party 1/x Question 1/1 Working Party 2/x Question 1/2 Study Group y Working Party 3/x Question 1/3 Working Party 1/y Study Groups … Working Parties … Question 1/1 Committed to Connecting the World 29

Structure and organization (3/3) • Focus groups • Joint Coordination Activities (JCA) • Global Standardization Initiatives (GSIs) • Workshops • Regional groups • Special projects • Other groups 30 Committed to Connecting the World

ITU-T Study Groups SG# 31 Area of ICT SG 2 Operational aspects of service provisioning and telecom management SG 3 Tariff and accounting principles (including economic and policy issues) SG 5 Environment and climate change SG 9 Television and sound transmission and integrated cable networks SG 11 Signaling requirements, protocols and test specifications SG 12 Performance, Qo. S and Qo. E SG 13 Future networks, including mobile and NGN SG 15 Optical transport networks and access network infrastructures SG 16 Multimedia coding, systems and applications SG 17 Security Committed to Connecting the World

Study Group 16 Overview • Lead SG on: – multimedia coding, systems and applications – ubiquitous applications ("e-everything", such as ehealth) – telecommunication/ICT accessibility for persons with disabilities • Organization – WP 1: Network signal processing and voiceband terminals – WP 2: Applications and systems – WP 3: Media coding – Q 20: Multimedia coordination – Q 26: Accessibility to Multimedia Systems and Services ) • Participants – 200 -250 delegates from 24 -26 countries Committed to Connecting the World 32 32

SG 16 management • Chairman • Mr Yushi Naito (Japan) • Vice-chairmen, Working Party chairmen – Mr Harald Kullmann, WP 1 – Messrs Noah Luo & Seong-ho Jeong, WP 2 – Ms Claude Lamblin, WP 3 – Messrs Mark Neibert (USA); Fodé Soumah (Guinea); Ibaa Oueichek (Syria) • Counsellor: Mr Simão Campos Committed to Connecting the World 33

WP 1 Network signal processing and voiceband terminals – Q 14: Voiceband modems and facsimile terminals protocols: specification, performance evaluation and interworking with NGN – Q 15: Voice gateway signal processing functions and circuit multiplication equipment / systems – Q 16: Speech enhancement functions in signal processing network equipment – Q 18: Interaction aspects of signal processing network equipment Committed to Connecting the World 34

WP 2 Applications and systems – Q 1: Multimedia systems, terminals and data conferencing – Q 2: H. 323 real-time multimedia system – Q 3: Multimedia gateway control architectures and protocols – Q 4: Advanced functions for H. 300 -series systems and beyond – Q 5: Telepresence systems – Q 12: Advanced multimedia system for NGN and other packet-based networks Committed to Connecting the World 35

WP 2 (continued) – Q 13: Multimedia application platforms and end systems for IPTV – Q 21: Multimedia architecture – Q 22: Multimedia applications and services – Q 24: Multimedia functions in NGN and other networks – Q 25: USN Applications and Services – Q 27: Vehicle gateway platform for telecommunication/ITS services/applications – Q 28: Multimedia framework for e-health applications • Q 13: collaboration with ISO/IEC JTC 1 SC 29/WG 11 • (MPEG) on advanced IPTV terminal (AIT) development Q 21&Q 22: collaboration with JTC 1 SC 31 WG 6 on networked aspects of identification Committed to Connecting the World 36

WP 3 Media coding – Q 6: Visual coding – Q 7: System and coordination aspects of media coding – Q 8: Generic sound activity detection – Q 10: Speech and audio coding and related software tools • Q 6: Collaboration with ISO/IEC JTC 1 SC 29/WG 11 (MPEG) on new video coding development (JCT-VC) Committed to Connecting the World 37