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Present Status of IPTV Deployment in Japan

Present Status of IPTV Deployment in Japan . Masahito Kawamori, NTT. Agenda. Background IPTV service deployment by NTT Group Standardized IPTV: NTT’s Approach Conclusion. What is IPTV?. IP-based Video-centric service, usually provided by Telcos

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Present Status of IPTV Deployment in Japan

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  1. Present Status of IPTV Deployment in Japan Masahito Kawamori, NTT

  2. Agenda • Background • IPTV service deployment by NTT Group • Standardized IPTV: NTT’s Approach • Conclusion

  3. What is IPTV? • IP-based Video-centric service, usually provided by Telcos • Often coupled with other multimedia services such as text, graphics, and also with more enhanced interactive services like e-commerce • Perceived to have an infinite possibilities, and may encompass broadcasting in the future

  4. IPTV Market • IPTV Market has grown rapidly in 2006. • IPTV terminals sales increased 150% • Service Provider revenues have increased 178% • Many services based on Channel service and Video-on-demand

  5. Market Growth Projection

  6. IPTV service deployment by NTT • Hikari TV: NTT’s New IPTV Service • Services provided by Hikari TV • Strategies of Hikari TV

  7. Hikari TV: NTT’s New IPTV Service • NTT Group has launched “Hikari TV” service in March 2008.

  8. Hikari TV: NTT’s New IPTV Service • It provides Video-on-Demand, Linear channel TV service and others on NTT Group’s FTTH networks “Flets Hikari Premium” and “B-Flets” as well as “Flets HIKARI Next”, NTT’s new Next Generation Network also started in March, 2008. • VOD service is offered by NTT Plala, an NTT subsidiary, while Channel broadcasting is provided by I-Cast

  9. IPTV Situation in Japan before 2008 • Several Operators are already starting IPTV services since 2004 and 2005. • The services vary, but mostly Video-On-Demand streaming and Channel streaming service • Few, if not no, provide Download service • Most of them received by (proprietary) STB • Terminals are tightly coupled with the service -- Traditional Vertical Model • No standard IPTV in the market yet

  10. IPTV in Japan in 2008 • Standardized IPTV service specification • TV Terminals in retail shops in addition to proprietary STB • Horizontal as well as Vertical business model • High Definition Video Content with Quality of Service Management • Use of Metadata as Attractors • Strong Interactivity

  11. NTT’s IPTV Services 4thMEDIA Before 2008 Since 2008 On demand TV OCN Theater HIKARI TV 4th Media NEO Index etc. Content aggregator ITOCHU etc. ITOCHU etc. JPC etc. I-Cast, Inc I-Cast, Inc Broadcaster (on NW) OnlineTV Carrier (Access NW) NTT-East NTT-West NTT-West (NTT-EAST) NTT-East NTT-West NTT-East NTT-West On Demand TV Plala Networks, Inc Service Provider NTT Plala NTT-Com

  12. Services provided by Hikari TV

  13. Services provided by Hikari TV • Basic Service: Original Content, Shopping Channel, etc. • Basic VOD Plan “Video Zanmai” : All you can watch from 5000 VOD titles • Basic Channel TV Plan “TV O-susume”: 40 Channels with no additional cost • Value Plan (“O-neuchi”): Basic VOD Plan + Basic Channel Plan • Second subscription of any of the three plans in a household will receive 1,050 discount. • Subscriber to one of the plans can receive the same plan with the tuner-rental fee, if additional subscription with the Basic Service

  14. Pricing • Initial Price (Basic Service): JPY 5,250 (Free until 2008/9) • Monthly Fee • Basic VOD Plan: JPY 2,625 • Basic TV Channels Plan : JPY 2,625 • Basic VOD+TV: JPY 3,675. • Optional Service • Karaoke : JPY 525/24 hoursor JPY 1,785/Month • Tuner Rental Fee JPY 525 /Month

  15. Strategies of Hikari TV • Attractive Content Selection – including DTV retransmission • High Definition Video • Efficient H.264 • Standard-based • Metadata and attractors

  16. Attractive Content • Over 10000 VOD titles to choose from • About 5000 titles already included in the “Basic VOD Plan”, which allows one to watch any of them without any additional payment.(The largest number in the industry) • Linear Channel Service includes 40 Basic TV Channels, up to 75 • Karaoke Service with more than 13000 song titles will start this summer.

  17. IPTV Retransmission of Digital Terrestrial Broadcasting • To respond to the requests from the user, as attractive content, the retransmission over IPTV of Digital Terrestrial Broadcasting will be provided for NTT’s NGN subscribers. • The service area will start from Tokyo and Osaka, and will spread to other areas as NTT’s NGN service areas expand.

  18. High Definition Video Quality • Efficient and high quality Video compression is achieved by ITU-T H.264, comparable to current high definition videos broadcast in MPEG-2. • High definition with H.264 is provided for Video-On-Demand and Linear Channel services as well as the retransmission of Digital Terrestrial Broadcasting

  19. Platform on Standardized IPTV Spec • Platform is based on the specification recommended by IPTV Forum (Japan), comprising CE manufactures and service providers including NTT. This specification is expected to be used commonly for IPTV services in Japan. • This standardized IPTV service of NTT will expand not only for STBs but also for Digital TV sets in the open retail market, which will enhance the serviceability of the platform and improve the user’s benefits.

  20. Standardized IPTV: NTT’s Approach • The Background of IPTV services • Why Standards? • Taking Stock of DTV • IPTV Forum Japan

  21. Popularity of Internet Access in Japan

  22. Broadband Access in Japan

  23. FTTH in Japan Subs. [million] 50% of households 20% of households 51 million households 128 million people 23

  24. Growth of Large Flat Panel TVs over 30 [inch] 24

  25. Why Standardized IPTV?

  26. Pros and Cons of STB approach • Pros: • More Versatility and Adaptability • More Resources and Control on Terminal • Easier differentiation • Cons • More expensive for the Service provider • More limited number • More control means more responsibility How to Maximize the Market without losing Differentiation

  27. Standardized IPTV as Market Driver • Standardized IPTV will create a big market not only for Content but also for various related services • Standardized IPTV will be the new platform for communication and exchange • Players in the Content Eco-system will benefit from Standardized IPTV What would be the fast, implementable standardized IPTV that responds to the market?

  28. Taking stock of DTV • Television sets are currently ubiquitous • Many of the functionalities of IPTV can be covered by Digital TV • Mature technologies are already in place • If those DTV sets are all IPTV-enabled, the market for IPTV service will be propelled • A migration of DTV to IPTV would be one direction in which Standardization should go

  29. Standardized IPTV Terminals • Standardized IPTV will be as ubiquitous as present-day telephones and FAX machines • A wide range of selection and variety of terminals will be in the market just like telephones • Consumers can choose as they want; Differentiation is promoted • Low-priced standard terminal would be good for the wide acceptance of IPTV services

  30. Example of Standardized IPTV (1)

  31. Example of Standardized IPTV (2)

  32. IPTV ForumJapan • With the guidance of MIC, Consumer Electronics Venders, Telcos, and Broadcasters in Japan formed a forum for standardizing IPTV Contents Development Office Ministry of Internal Affairs and Communications Next generation broadband Contents distribution forum observer MIC Steering committee IPTV Forum IP Multicast WG On demand WG PC distribution WG ・VoD ・Download service ・Multicast service ・Re-transmission service 32

  33. Call for Unified IPTV Standard • Carriers are expecting “Unified IPTV Service Specification” would accelerate IPTV market development • – TV equipped with IPTV functionality sold in retail market is a key accelerator • • Government is now enforcing to develop this unified IPTV specifications being able to cover terrestrial retransmission • – IPSP, IP Service Platform for IPTV over Smart pipe, managed network Re-transmission will be integrated • – acTVila for IPTV over Dumb pipe, unmanaged network

  34. Hikari TV Portal

  35. Video decoder Communication process Audio decoder Audio output I/F Caption decoder Descrumbler Demax Presentation process Video output I/F RT P TTS decoder UDP /FEC Decrypter Select program process IP RTSP VOD player Physical Data link Storage Device Communication I/F TCP HTTP/TLS BML browser EPG Remote control I/F ECG IGMP/MLD CAS card Remote control An IPTV Implementation based on DTV functions

  36. Conclusion • NTT has started a new IPTV service, Hikari TV, in 2008 • The growing popularity of Broadband and FTTH services provide a mature environment for IPTV services in Japan. • Hikari TV basic strategies: • Standards-based platform • high definition, high quality content • Versatile and attractive content • Standardized IPTV is an important step for a wide acceptance of IPTV.

  37. Thank you!!

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