Special Report IPTV@IBC2009
DLNA (Digital Living Network Alliance) One of the applications we can
Pioneering software and
and UPnP (Universal Plug and Play) expect to see more of is push-VOD.
hardware
home networking technologies. With the latest advanced hybrid set-top
To help viewers navigate the devices, network operators can deliver ADB is well placed to deliver on these
additional content, all services provided on-demand services, including true
Content
growing market requirements. We
through the set-top box, including VOD, on all television platforms, even have deployed over 13 million set-top
convergence
Internet applications, can be made without the need for a high-bandwidth boxes across high-volume markets,
available as channels. 3D graphics return channel. The implications for will be a incorporating the industry’s pioneering
innovations in the user interface will satellite & terrestrial TV are significant.
major theme
middleware, conditional access and
also make navigation more pleasant Hybrid set-top devices (and indeed,
of IBC 2009,
hardware technologies. We were the
and intuitive, encouraging mass- all set-top boxes) also need to take
particularly
first set-top box vendor in the world to
market participation. Interactive TV account of environmental expectations. deploy the MPEG-4 AVC video codec, in
how network
graphics, fluid motion and a full suite With more applications running 2005, and we were the first set-top
operatorsof 3D animation effects can be simultaneously in consumer homes, box company to be certified to use the
supported even on platforms that were the emphasis will be on minimising
handle the
DLNA home networking standards.
previously limited to the 2D world. power consumption and therefore
inevitable
Subsequently we added the local
IPTV operators should be power bills and carbon footprint. This is
interaction
area applications needed to support
encouraged, knowing that after a a function of a highly optimised
between TV,
the consumer TV experience: home
decade-long debate about Internet, PC software/hardware implementation networking thanks to our own
other CE
and TV convergence, and who will own and innovative applications. implementation of the DLNA standards
the customer premise, it is clear that devices and (supporting picture and music
consumers are not interested in device Making more out of the box
the Internet.
exchange, and multi-room DVR) and
convergence. What people want is
Service
applications for Internet video and
content convergence - the ability to Set-top suppliers must respond to the
providers
social networking on the TV. ADB has
access the digital content stored on all challenge of meeting increasing also developed its own
who give
their devices in their living room. consumer demands while keeping in implementation of the MHP standard,
consumersmind the operator’s requirements. ADB which it merges with its IP stack. We
Hiding complexity from develops its products and services so
the choice to
continually harness the latest silicon
consumers that they provide a consistent answer
enjoy linear
technologies to enhance set-top box
to one or several of the 4 pay TV key
and time-
performance and features.
To make the consumer TV experience success factors: attractiveness of the
shifted TV,
ADB is one of a few companies that
work, all complexity must be hidden offer, churn reduction, revenue can write the complete set of software
Internet
from the user. People want the generation, and total cost of needed to support content
simplicity and reliability of the TV. They deployment and ownership. A number video, social convergence through a hybrid device,
want to be entertained without delay of industry participants ignore 3 out of
networking
from the lower level operating system
when they so decide, not spend hours the 4 operator success factors to look
and personal
to the high-end applications. We lead
searching for content on their TV. So only at revenue generation. This
content on
the industry in set-top box software
network operators who deliver content approach not only misses integration and based on this, we
the TV will be
convergence in a stable, user-friendly opportunities but also becomes believe that developing proprietary
pioneeringenvironment will increase their appeal increasingly difficult in a competitive implementations of open standards,
to all age groups. environment.
the next
which lets us vertically integrate the
This represents a major challenge, We know that many features are not
major trend
software, is the key to delivering
however. Hybrid technology is matched with additional revenue
in television.
performance and stability in the
complex from a software management opportunity. Therefore it is fundamental
By enabling
consumer TV experience, while
perspective and adding new to continuously innovate in software, in containing the operator’s costs.
content
applications must be achieved without order to deliver attractive new Content convergence will be a major
compromising the overall service applications that make the most out of convergence theme of IBC 2009, particularly how
reliability. The IP software stack has to a given platform, instead of leading the
in the home
network operators handle the
be implemented in parallel with other operator in an escalation of new
they will
inevitable interaction between TV,
software such as MHP middleware, hardware requirements and costs. This
open the
other CE devices and the Internet.
DRM and DLNA home networking. is why we put a specific focus on the Service providers who give consumers
way to
In a converged content whole software stack optimisation, and the choice to enjoy linear and time-
brand newenvironment, it really matters how set- are able to deliver real value-added shifted TV, Internet video, social
top box vendors implement and features for no additional hardware
services
networking and personal content on
manage this software, ensuring the cost. This is the case for example with
that appeal
the TV will be pioneering the next
set-top is optimised for the growing our 3D-like effects technology which is
to all
major trend in television. By enabling
range of tasks it has to perform. You entirely software-based, compatible
generations
content convergence in the home they
cannot simply bolt on new applications with current generation products, and will open the way to brand new
but
and hope they interoperate - it is does not require dedicated hardware services that appeal to all generations
crucial that set-top box vendors keep acceleration. especially but especially younger consumers.
control of the whole software stack Any hardware resource, MIPS,
younger
Network operators can expect to
and have a full understanding of it memory byte, that is not used in a
consumers.
take a greater share of the time people
from top to bottom. A set-top box is given set-top platform is a drain on the spend entertaining themselves at
not a simple piece of hardware: it is an operator’s return on investment. Hence home. There is a huge opportunity for
embedded real-time device that has to the need for efficient software, from operators to differentiate their services,
deliver performance and reliability over the very low-level drivers to the increase customer loyalty and
time out of limited resources. applications. therefore grow revenues.
www.ibeweb.com l OFFICIAL GUIDE TO IPTV@IBC2009 september/october 2009 l ibe l S19
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