iptv feature
There are two immediate challenges message is sent to their mobile phone. will need to handle video and
for service providers. First, develop Another is extended parental control, advertising assets, and content rights,
network and services infrastructure where children can request permission across multiple platforms. Cross
that are convergence-ready. Second, from a guardian to watch a VOD movie platform advertising will play an
develop convergence-focused that is outside their age rating thanks increasingly important role in
consumer services that generate new to SMS messaging between a set-top The digital converged service models. We believe
revenues, attract new subscribers and box and mobile phone. IPTV operators
natives are
it will be important to support unified
strengthen relationships with existing are trialling IMS-centric middleware
customers. today with a view to developing
growing up.
advertising campaigns through
Last autumn (at IBC 2008) we services like this.
They expect
campaign management, asset
started to demonstrate real examples In future, television will exist as one
what they
management and delivery solutions.
Advertising can contribute towards
of what these next-generation services of many multimedia applications that want, where the cost of evolving networks that
look like. We showed how an IPTV need to interoperate. Without
they want it -
support the Individual Television
service can recognise the presence of standards, every interaction between
and they
Experience. Telcos should seek to
consumers and their buddies across television and other operator sub-
multiple devices (and networks). We systems (like communications) needs
wanted it
exploit their growing audiences and
also demonstrated how someone can a specific implementation with the
yesterday
interactive capabilities to build
revenues via on-demand, linear, local
access music files stored on their home IPTV solution and normally that and targeted advertising.
PC from their mobile phone, using a implementation will not be reusable in Even if they have no immediate
combination of IMS (IP Multimedia other service scenarios. That will plans for service convergence,
Subsystem) and DLNA (Digital Living increase costs, limit innovation and operators should start to consider how
Network Alliance) standards to extend time-to-market for converged video content will interoperate with
instigate an upload/download or services. IPTV is still characterised by other multimedia sub-systems. We
streaming session for any multimedia the lack of interoperability witnessed believe that when deploying television
content. Thus users can access in young markets and we believe the infrastructure, they should look for
television, pictures, personal video, etc. industry now needs a more holistic technology partners who can handle
anytime and virtually anywhere. approach to standardisation. the complexities of broadband, mobile
We believe IMS-centric middleware One group guiding us in the right and television, rather than television
is one of the first technology upgrades direction is The Open IPTV Forum, alone. In an increasingly complex
operators should consider. IMS is which is helping produce end-to-end network and services environment,
providing an open standards approach specifications for IPTV and promoting a IPTV providers should demand partners
to converging services between any ‘plug and play’ end-user experience. with the systems integration and
device. It acts as a common platform These issues are close to our hearts - consultancy skills needed to create
for TV and multimedia services and can thus our strong support for the synergies that can be monetised.
be exploited to deliver communication organisation. The forum now has over We believe the combined Ericsson
enablers such as presence, messaging, 50 members embracing all players in and Tandberg Television is exactly this
multimedia telephony and chat. the IPTV ecosystem including kind of partner. Our solutions cover
When IPTV middleware is pre- operators, CE and handset linear and on-demand television
integrated with IMS it opens the way manufacturers, and the first delivery, content management,
to a number of service innovations specification release is now available advertising, IMS, edge-of-network
with obvious consumer appeal. One (www.openiptvforum.org). access, wireline access, wireless
example is Broadcast Reminder, where As operators deliver multi-screen access, transport & management, plus
a consumer sets a programme television experiences, they will also prime integration and hosted services.
reminder and, if the television is off need more sophisticated content Operators who embrace convergence
when the reminder is due, the management systems (CMS). The CMS
Below: IPTV head-
end ready to ship.
early and deliver the Individual
Television Experience can avoid
competing on price, as service bundles
will be more sticky. They can start
experimenting with new business
models, like cross-platform promotions
and bundling. Consumers could be
offered a free VOD movie if they top up
EUR20 of mobile phone credit a month,
for example. There may be a pay model
for content portability, and bundles and
pricing might become more granular, as
witnessed in the mobile market.
VOD, catch-up TV, network PVR,
HDTV and multi-room television will all
help drive IPTV growth. Increasingly,
though, operators should look to multi-
service convergence to differentiate
themselves. It is time to redefine the
IPTV experience. After all, the digital
natives are growing up. They expect
what they want, where they want it -
and they wanted it yesterday.
www.ibeweb.com l January/February 2009 l ibe l 21
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