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IPTV 서비스의 진화 : Personalization, Community and Communication Service

IPTV ( 광대역융합서비스 ) 시장 전망 워크숍 2006. IPTV 서비스의 진화 : Personalization, Community and Communication Service. 2006 년 2 월 15 일 Dr. Jangwoo Son Netmanias/NetReference. CO., Ltd 02-556-9274/016-460-5747 son@netmanias.com http://www.netmanias.com, http://www.netreference.co.kr. Contents.

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IPTV 서비스의 진화 : Personalization, Community and Communication Service

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  1. IPTV (광대역융합서비스) 시장 전망 워크숍 2006 IPTV 서비스의 진화:Personalization, Community and Communication Service 2006년 2월 15일 Dr. Jangwoo Son Netmanias/NetReference. CO., Ltd 02-556-9274/016-460-5747 son@netmanias.com http://www.netmanias.com, http://www.netreference.co.kr

  2. Contents IPTV 서비스의 진화 : Personalization, Community and Communication Service • IP-TV/TPS Service 배경 • 서비스와 네트워크간에 1:1 관계 • MSO: 1+1+1 (TPS Service 경쟁) • Telco는 1+1+x • Telco’s IP-TV/TPS Service • TV over STB: IP-TV, VoD, N-PVR, PoD • POTS or SIP Phone: VoIP, MMoIP • PC: Internet (Web browsing, ftp, e-mail, messanger,…) • 사업자 Case Study: 전용 단말-전용 서비스-유선only • FastWeb • Versatel • Problem • 단순 TV 서비스, VoD 서비스를 위해 기존 Telco는 망 증설 (용량, 기능)에 막대한 CAPEX 투입: Telefonica, KT, SBC, BellSouth,… • CAPEX를 회수할 만한 BM이 있는 가? • 기존 방송 사업자와 차별화된 서비스 발굴이 핵심 이슈 • IP-TV 서비스의 진화 • IP-TV • Personalization: My Own Mosaic Channel, Content Sharing (MyOwnTV) • Community: AmigoTV, KT TV 메신저, Active Phonebook • Communication: TV 메신저, MMoIP, Click-to-Call, Caller ID • FMC (유무선 융합): FollowMeTV, Family Finder, MapWeb (iLocator), TV 메신저 Bundling Service Blended Services

  3. Why TPS/IP-TV ? : Competition Before TPS Service PSTN • Toll quality voice (MOS=4.0) Telco Telephone line CATV MSO HFC • SD/HD TV, VoD, PPV NSP PP SO xDSL Internet ISP • Internet access IDC/P2P Triple Play Service (MSO) PSTN Telco • SD/HD TV, VoD, PPV • Voice (VoIP) • Internet access • Multimedia QoS: PCMM • HFC QoS: Docsis 1.1/2.0/3.0 Telephone line CATV MSO HFC NSP PP SO xDSL ISP IDC/P2P Internet

  4. Recording Program MSO의 TPS Services Time Shift TV: Pause, play, rewind, fast forward live TV • Digital TV • HDTV • VoD • PVR • Multi-Room PVR • VoIP • High-Speed Internet Play Pause Play PVR: PVR lets subscriber record without tapes, timers or a VCR All Channels Telephony Cable TV Internet HDD (80GB) Multi-Room PVR

  5. 미국 MSO TPS Case Study: COX Communications 가입자수 • Total Subscribers: 6.7M (2005.11) • - CATV Subscribers: 6.4 M (2005.11) • - Internet (CM) Subscribers: 2.3 M (2005.Q2) • - Voice Subscribers: 1.5M (2005 Q2) • - TPS (TV, Voice, Internet) Subscribers: 1M (2005.11) • Source: www.cox.com Cox Communications Inc. said Monday that more than 1 million customers subscribe to its “triple-play” bundle of voice, video and Internet services. (2005.11) Cox has found, for example, that customer churn in households that subscribe to two services, such as cable and Internet, is 18% lower than in one-product households. And when customers subscribe to all three offerings--video, high speed Internet and telephone service--customer churn is 48% lower. (2005) • Bundled customers are defined by those taking two or three of video, high-speed Internet or phone services. • 2.4 M bundled customers: up to 33% over prior year TPS Service의 신규 가입자 유치, 기존 가입자 이탈 방지 효과를 시장에서 입증됨.

  6. Telco’s TPS Service: TV Service = IP-TV Before TPS Service: Dedicated Service Delivery Networks Access Backhaul Service Edge Transport Core Service Home Voice PSTN TDM/ATM LEX/TEX SONET Voice TV HFC Fiber Headend SONET TV/Video Internet DSL/CMTS ATM/Eth BRAS IP Internet TPS Service: Converged TPS Service Delivery IP Networks Access Backhaul IP Service Edge IP Routing Core Service Home TPS Service Network Voice SSW Broadband Ethernet Backhaul BRAS IP/MPLS RG TV xDSL/FTTx Video H/E Internet Internet

  7. 유럽/이탈리아/ FastWeb TPS Service

  8. FastWeb: 망구조, QoS, Multicast TPS Network Architecture All channels Video Farm CoS=1, ToS=1, VID=0 IP-TV VoD VoD portal L2 CoS=4, ToS=4, VID=0 Mini POP TV Camera Ring#1 HAG L3 8 DiffServ QoS Classes STB Main POP Mini POP PC STM16 10M 802.1p POTS IP Core DiffServ GE L2 Ring Ring#6 Untagged frame STM16 3550/4908 6500 12016 CoS=5, ToS=5, VID=0 STM16 STM16 DiffServ 12016 ATM SW STM4 Main POP STM4 BRAS HAG DSLAM ADSL 6500 STM1 STB STM4 PC Voice PVC Internet PVC Unicast Video PVC POTS Multicast PVC Multicast PVC Zapping PVC ATM QoS

  9. 유럽/스페인/Telefonica TPS Service * 가입자 현황: http://www.point-topic.com/content/bmm/profiles/vod/Telefonica.htm&comp_id=1175&g=4 IP-TV Service Coverage 2005.1 2005.2 2005.3 2005.4 2005.5

  10. 유럽/스페인/Telefonica TPS Service Details

  11. 신규 Ethernet 기반 TPS Service 기존 ADSL Internet Service 망 Home CO Access POP Core POP CO #1 Access POP (BARCELONA VIA AUGUSTA) 신규 TPS Service 망 DSLAM Modem ADSL STM-1 BRAS ATM SW ADSL STB GE STM-1 Core POP GE RG L2 SW Core POP BRAS1 1~4 STM-1 L2 SW Lucent Stinger Riverstone 8600 C7200 Telefonica IP core RIMA Public Internet … CO #19 DSLAM Modem Core POP ADSL Riverstone 38000 Core POP BRAS4 ATM SW STM-1 (IP-TV) STB IP-TV Headend ADSL/ ADSL2+ RG STM-1 (PPV) 10 Gbps Ring (MS-SPRING) L2 SW 1~4 Lucent Stinger Riverstone 8600 VoD servers (nCube)

  12. Spain Telefonica TPS Network Architecture Home CO Access POP Core POP STB VoD servers (nCube) CO RG DSLAM L2 SW Access POP (BARCELONA VIA AUGUSTA) ADSL/ ADSL2+ BRAS1 #1 1~4 STM-1 L2 SW GE Lucent Stinger Riverstone 8600 C7200 … Core POP DSLAM Riverstone 38000 BRAS4 Telefonica IP core RIMA Public Internet #19 1~4 STM-1 (IP-TV) STM-1 (PPV) STB VoD servers (nCube) IP-TV Headend CO RG DSLAM 10 Gbps Ring (MS-SPRING) L2 SW Access POP (BARCELONA ESTEL) ADSL/ ADSL2+ STM-1 (IP-TV) BRAS1 #1 1~4 L2 SW STM-1 (PPV) Lucent Stinger Riverstone 8600 C7200 … DSLAM Riverstone 38000 BRAS4 #10~30 1~4

  13. Versatel TPS Service Overview

  14. CO ADSL2+ Aggregation Last-mile VT TPS Network Architecture Second-mile GE Aggregation Last-mile CO ADSL2+ Aggregation Second-mile GE Aggregation Access POP BRAS/Edge Access POP 18 Access POP 20 CO1 24 24 24 6 24 6 MDS1 Access POP 17 Distribution CO1 18 Media Farm Media Farm MDS1 18 CO18 PE PE Access POP1 MDS18 PE 6 18 6 Core Core Routing CO18 18 Core POP1 Core POP2 MDS18 • One IP-TV Headend • one Voice Headend • 4 VoD Headend • 22 VT Access POPs • 4 VT Core POPs • N KPN COs 6 CS 10GE CR1 CR2 24 6 BR1 24 BR2 10GE CO1 IX1 MDS1 IX2 10GE CR4 CR3 24 CS 24 Core POP4 Core POP3 CO1 12 12 CO38 MDS1 PE PE MDS38 Access POP4 Media Farm Media Farm 12 Access POP11 12 CO12 Access POP5 MDS12 Access POP10 18 6 12 12 18 6 12 12 * BRAS/BAR내의 숫자는 해당 AccessPOP에 연결된 CO 수

  15. Multicast (K) IGMP PIM Headend (혜화) • IMS: IP Media Switch • SER: Service Edge Router • RG: Residential Gateway PE L4SW EPG, M/W Servers PE PE Premium IP core (IP/MPLS) PE RP Encoder L2SW PE Static Join (All channels) PE HOME IMS PE VDSL(L2) 10G L3 SW RP PBR (srcIP) 혜화 H.264 SD: 2Mbps HD: 6~8Mbps STB RG N-SW Anycast RP 1G GW Router BRAS (SER) KT IDC (혜화) 혜화 12xG 1G 4xG 100M/ 200M 10G GSR 4xG 10G Shared IP Access Network 10G 4xG 구로 KT IDC (구로) 10G 10G BE IP Core (KORNET) Public Internet KIX

  16. IP-TV의 차별화 전략 • Bundling Service로만은 MSO의 TPS Service와 차별화가 안됨. • Service Bundling • Single Bill • Discount • Single Contact Point HFC MSO • Service Bundling • Single Bill • Discount • Single Contact Point xDSL/FTTx Telco

  17. IP-TV의 차별화 전략 • Service Bundling • Single Bill • Discount • Single Contact Point • HDTV • VoD • PVR • Multi-Room PVR • Interactive Data • SMS on TV HFC MSO CATV VoIP • Service Bundling • Single Bill • Discount • Single Contact Point Personalization, Community and Communication • TV 메신저 over PC, TV • TV 메신저 (AmigoTV) • Video telephony over TV • Web on TV • Caller ID • Personal Mosaic Channel • 유무선 융합 TV 메신저 (PC, TV, 3G, WiBro) • FollowMeTV • Family Finder • MapWeb • HDTV • VoD • PVR/N-PVR • Interactive Data xDSL/FTTx Telco IP-TV POTS/SIP

  18. Interactive Data Service ?: Me Too … CATV Interactive Data 1 세대 Interactive TV: Traffic, Weather, Background Information Retrieval, Voting, Betting Interaction between viewer and broadcaster.

  19. IP TV 서비스의 진화 방향 2 세대 Personalization, Community, Communication 3 세대 Wireline + Wireless (IP-TV + IMS) Program/Movie Search Caller ID (IPTV + Voice) Contents Sharing (Photo, Home Movie) Follow Me TV (IPTV+Wireless) Ann is here. Personalized Screen Mosaic (Channel Guide) Instant Messaging (IPTV + Data) Interactive TV (IPTV + Data) Family Finder (Presence + Data) Time-Shift TV/PVR Multi-camera broadcasts

  20. CATV, Satellite TV: Screen Mosaic (Visual Channel Guide) • Cable TV, Satellite TV: • 디지탈화(디지털 방송용 RF BW 증가)로 채널 수가 100~200개에 이름. • 채널 수의 증가와 Channel Zapping Time (Decoding Delay)으로 인해 시청자가 Channel Surfing하는 것은 매우 불편함. • 간편하게 채널별 방송 영상을 탐색하기 위해 Screen Mosaic 서비스를 제공함 (Channel 1: Mosaic Channel) 16-channel digital bouquet 한국 강남 케이블 TV (사업자가 채널 선정) 영국 CATV, Satellite의 Mosaic Channel (사업자가 채널 선정)

  21. IP-TV: Personalized Screen Mosaic (Channel Guide) • IP-TV Solution: • - 가입자가 자신이 선호하는 채널을 등록하여 가입자별로 Mosaic channel에 서로 다른 채널 영상이 제공됨. • - PiP의 응용임. 소리는 따라다님. • More intuitive and personalized TV channel navigation CH1 CH5 CH10 CH13 CH20 CH6 CH7 CH17 CH45 CH70 Subscriber B’s Mosaic Channel Subscriber A’s Mosaic Channel Me Too and More (Value Added: Personalize)

  22. CATV, Satellite TV: Time Shift TV/PVR  What is this? 1. PVR (personal video recorder) combines the best entertainment with unprecedented control and convenience to create the ultimate TV viewing experience. 2. With a PVR, the power to watch what subscriber want, when subscriber want is literally at subscriber’s fingertips. 3. Digitally record up to 70 hours of subscriber’s favorite programming, record two shows at once, pause and rewind live TV and much more - it's all as simple as the touch of a button on your remote control. Time Shift TV: Pause, play, rewind, fast forward live TV Play Pause Play PVR: PVR lets subscriber record without tapes, timers or a VCR  Service Case Study All Channels 1. US Cable - COX DVR service (Explorer8000, Time Shift TV: 1 hour live TV buffer, 50 Hour Recording): Service fee $9.99/mon. , DVR rental $3.50/mon. - Comcast DVR service (80 GB storage in STB): Service fee $9.95/mon., DVR rental $5/mon. 2. US Satellite: DirecTV DVR service (70-hour storage in STB), Monthly fee $5.99 * 상기 이용료는 DVR기능에 대해만 추가로 지불하는 요금임. * 2005: 8% of U.S. households have a DVR. 올해 말까지 10%로 예측 HDD (80GB)

  23. CATV, Satellite TV: Multi-Room DVR  What is this? 1. 댁내에 하나의 PVR STB를 두고 이를 통해 다른 복수 대 (2~3)의 TV에서 녹화된 TV Program이나 DVD, Home Movie, Photo, MP3 등의 Contents를 공유할 수 있는 서비스 2. 이용자 측면에서는 각각의 TV에 PVR STB가 연결되어 있는 것과 등가로 보이나, 하나의 STB를 제외한 나머지 STB는 PVR이 없는 저가형 STB (Client)임. Multi-Room DVR (STB) Products 1. S-A: 2. Motorola: Explorer 8300 MR-DVR 3. Digeo: Moxi - 160GB, Two TV - Time Shift TV: 30-minute live TV buffer - 구매: $649, 임대: $21/mon. Recording Program Time Warner Telecom’s Multi-Room DVR  Service Case Study 1. US Cable - Time Warner Cable: Monthly fee $6.95 (DVR은 별도) (STB: Motorola) - BandBroadband: Monthly fee $21 (STB: Digeo) http://www.timewarnercable.com/stjohn/products/dvr/multiroomdvr.html  Market Forecast http://www.parksassociates.com/press/press_releases/2005/mltrm_DVR.html

  24. IP-TV: Network-based Time-Shift TV/PVR •  No HDD needed inside the settop boxes •  The storages are in the n-PVR server farm. Flexible to add/modify the amount of storage per user •  A home can watch the live broadcast show and the stored video at the same time. IP-TV Headend Time shift TV/N-PVR Servers IP-TV Encoder/Streamer TV Unicast Multicast IP STB Multicast IP Core Network BRAS Access Network No HDD Multicast (PIM, IGMP Multicast: Live Broadcast) Unicast Unicast (RTP, RTSP) TV IP STB No HDD Me Too and More (Value Added: Network-based)

  25. IP-TV: Network-based Time-Shift TV/PVR IP-TV: ME TOO and MORE (Network-based) IP-TV N-PVR Server Home Voice IP-TV Headend RG IP Network VDSL, Ethernet, FTTH Internet Recording 선택 WiBro 3G PC

  26. 광고 제거된, 프로그램만 있는 MPEG2 file (4Mbps) PoD Server (일반 VoD 서버임) Versatel IP-TV Headend PP TV POP2 MPEG2 4Mbps Unicast Multicast IP STB Multicast IP Core Network POP1 Access Network POP3 POP3 Versatel PoD 광고제거된 MPEG2 (4Mbps) file 생성 Program 1 Live soccer program PoD 시청 Program 2 5~10min. 5~10min. Program 3 7:00PM 10:00PM Program 4 4 대 POP의 PoD server로 전달 Program 5 * 개인용 Storage 필요없음 PoD (Program on Demand) • Live 방송이 끝난 후 가입자가 원하는 시간에 프로그램을 시청할 수 있는 Unicast 서비스 • VoD service와 같은 로직임.  Service Case Study • 축구: 1 경기당 0.99 유로 • Big Brother: 무료

  27. Network-based Contents Sharing Application Services STB RG IP-TV Headend Contents Sharing (Photo) • post your own content • invite your own audience, your community Contents Sharing Server STB RG SGW/TGW Value-added Services Contents Sharing (Home Movie) Public Internet STB RG

  28. Community TV • 고전적인 TV 시청 행태는 방송사가 보내주는 프로그램을 일방적으로 시청함. • 1 세대 Interactive TV는 시청자와 방송사간의 Interactive Service(Traffic, Weather, Background Information Retrieval, Voting, Betting, etc.)임 • 2 세대 Interactive TV는 시청자간 Interactive Service로 발전 중 • 예: AmigoTV • Alcatel이 개발 한 TV기반의 Community Service. • 서로 지리적으로 떨어진 장소에서 TV를 시청하고 있지만, 가족이나 친구들끼리 마치 한 장소에서 TV를 시청하는 것 같은 느낌을 주는 서비스 • AmigoTV introduces 3 features • Voice Conferencing (VoIP) • Multimedia Messaging • Channel Presence • 2005년 10월에 스페인에서 시연함.

  29. Community TV 나=John 내가 보고 있는 채널 = VT4 챔피언스 리그 Jan이 보고 있는 채널 = VT4 그림 바꿀 것 White paper껄로 Peter (with Webcam) 축구 동호회 (affinity group) Buddy List Jan (with Webcam) Buddy Presence Info. Harry (Avatar) Voice chatting over football, with the personal avatars AmigoTV community portal, buddy mosaic 아바타 - Buddy와 Buddy의 현재 감정을 표현하는 몇 개의 이미지로 구성 (유료 컨텐츠) - Buddy가 Webcam을 가지고 있으면 PiP (Mosaic) 방식으로 비디오 통신도 가능 각 Buddy의 Channel Presence 정보도 서버에서 알고 있어야 함. 응용 1 - 맥주 이모티콘 (CASS)를 붉은 악마 회장이 날림. - 시청자: 문득 !!! 이모티콘을 클릭하여 매주 구매. 최단 거리 점포에서 10분내 배달 * 통신 사업자와 TV 포탈 모두 서비스 가능 (Presence, Voice/Video conferencing, Channel Presence, Chatting, etc.) * 통신 사업자의 차별화 포인트: KT 가입자간 Community TV 서비스에서 Voice/Video conferencing의 QoS 보장 가능 (KT IP망과 연동) Emoticon Push Multimedia Emoticon Push - Pre-defined audio-visual messages - 감정과 기분을 Community Buddy들에게 표현하는 수단

  30. 버디 관리: PC에서 Web으로 Affinity Group의 Community Portal 카페 생성과 Buddy 관리 (추가, 삭제), Personal Avatars/Emoticon 관리는 PC로 웹 인터페이스로 수행함. Community TV Server (Network operator) IP-TV Headend Network Operator Live TV Program

  31. Business Model: 유료 서비스 •  Basic Package: Monthly fee • Voice Communication • Basic Avatar Packs • Basic Emoticon Packs • Community Management Support •  Feature-based • - Avatar 유료 구매 • - Emoticon 유로 구매 • - Voice Masking 유료 구매 •  Per-Use Basis • Pay for communication • Pay for number of emoticon sent • … Advertise Emoticon in Overlay 축구 동호회 (붉은 악마)의 TV Community Community TV Server (Network operator) Broadcaster 헤딩 IP-TV Headend 패기 Network Operator Live TV Program

  32. Business Model: Emoticon Advertisement Revenue 30초 광고 • Broadcaster • Advertisement Revenue • Interactive TV: SMS, Betting 광고주 $$ Viewer 1 Viewer N Network Operator 광고주 Advertise Emoticon in Overlay 광고 이모티콘 $$ 축구 동호회 (붉은 악마)의 TV Community Community TV Server (Network operator) • Broadcaster • Advertisement Revenue • Interactive TV: SMS, Betting Viewer 1 IP-TV Headend Viewer N Network Operator Live TV Program

  33. Community TV (AmigoTV) Architecture AmigoTV architecture • XMPP (eXtensible Messaging and Presence Protocol): Session management, Presence and Instant Messaging • RTP for voice • RTP reflector server reflects the sent auto streams to all the peers in the session, after which these streams are mixed locally in the client • SIP for setting up audio sessions with a reflector AmigoTV detailed architecture Different audio-conferencing topologies

  34. Community TV • MyOwnTV • Alcatel이 개발 한 TV기반의 Community Service. • AmigoTV는 Community Buddy들의 방송 화면에 개인의 아바타, 이모티콘, 채팅 내용을 오버레이시켜 Buddy들간에 통일 채널 방송을 보면서 자신의 감정을 표출하거나 통신할 수 있는서비스임. • 즉 배경에 해당하는 방송 컨텐츠는 방송사의 컨텐츠임. • MyOwnTV는 개인이 컨텐츠를 Community에 제공하는 서비스임. • 2005년 10월에 스페인에서 시연함.

  35. Community TV: MyOwnTV

  36. Caller ID (IPTV + Voice) You are watching TV at home and the phone rings. A caller ID flashes on the screen and, because you see it is someone you don’t want to speak to (the so-called ‘Mr. Kim’) you forward the caller — with a click on the remote control — to voice mail. Alternatively (if it wasn’t Mr. Kim), this call could be directed to your phone or taken on the remote control itself. • TV screen shows Caller ID information. • Consumers control the voice call with a remote controller. • IMS 기반 • PSTN/Parlay 기반

  37. Follow Me TV: IPTV + Wireless (WiBro) Residential TPS Services Application Services 1. Live TV (Multicast) Metro Ethernet TPS RG STB DSLAM BRAS ADSL2+ IP/MPLS Core IP-TV Headend 2. Pause Mobile TPS Services N-PVR server 3. Play 4. Time-Shift TV (Unicast) AS IMS (P/I/S-CSCF , HSS, HA) RAS 5. Pause SGW/TGW ACR RAS 6. Play Value-added Services Public Internet 7. Time-Shift TV (Unicast)

  38. Ann is here. Family Finder Consumers can locate family and friends from their TV, via loved ones cell phone. • Appeals to consumer safety needs. • Can provide alerts, warnings about any inter-personal or local area event • Uses existing cell phone location technology. • Low investment to deploy. • Just another Multimedia “Channel”

  39. Location Based Service

  40. 유무선 통합 메신저 • Any Device-to-Any Device • SMS, MMS • Chatting • VoIP or SIP Call • Voice and/or Video Call 예) Lucent Active Phonebook, KT U2 Messenger 유무선 통합 메신저 서버 UE PC DHCP, AAA, Subscriber Profile DB NACF RACF (PDP) PSS (NoteBook) TV GGSN PC Premium IP Core (IP/MPLS) STB 3G HGW AN SER SIP Phone Wireline IP access (xDSL, FTTH) RAS ACR POTS GW WiBro SIP Phone PSS (PDA) Wireless Fixed

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