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-Dpromotes 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.264MPEG-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 9 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

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/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/pressMCP-6741.asp • Intel’s Digital Signage Forecast: 10 million media players & 22 million digital signs by 2015 • http://www.digitalsignageconnection.com/intel%E2%80%99s-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 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

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@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 Telecommunication Standardization Sector ITU-D Telecommunication 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 standardsdeveloped 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

32. Study Group 16 Overview 32 • Lead SG on: • multimedia coding, systems and applications • ubiquitous applications ("e-everything", such as e-health) • telecommunication/ICT accessibility for persons with disabilities • Organization • WP1:Network signal processing and voiceband terminals • WP2:Applications and systems  • WP3:Media coding  • Q20:Multimedia coordination • Q26: Accessibility to Multimedia Systems and Services ) • Participants • 200-250 delegates from 24-26 countries

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 • Q21&Q22: 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)