ITU and digital signage
Simão Campos
Counsellor, ITU-T Study Group 16
“Multimedia”
Committed to Connecting the World
Contents
• About ITU & ITU-T
• Global standards
• Digital signage
• We have a plan
• Conclusion
• Additional slides
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– ITU –
INTERNATIONAL
TELECOMMUNICATION UNION
ITU Secretary-General
Hamadoun
Touré
UN Secretary-General
Ban Ki-moon
• UN agency for
telecommunication
and ICTs
• Members:
– 193 Governments and
regulatory bodies
– 700 Private Sector
– 30 Academia
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ITU-T
develops ICT standards
ITU-R
manages radio
spectrum and
satellite orbits
ITU-D
promotes ICT
development
General Secretariat
coordinates work of ITU
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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):
1.
2.
3.
4.
Coordination and international cooperation
Production of global standards
Bridging the standardization gap
Dissemination of information
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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
–
MoU & Joint events
–
Supports ITU as preeminent
global ICT standards organization.
ITU-T and IEEE
Global Standards Collaboration
ITU-T and 3GPP
ETSI
–
Management meetings
–
Management meetings
–
Management meetings
ITU-T and IETF
ITU-T and ICANN
E-Business MoU: IEC, ISO, ITU
and UN/ECE
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Study Group 16 - Multimedia
• Hollywood
presented
Emmy Award to
ITU, ISO and IEC
for revolutionary
video standard
ITU-T H.264
MPEG-4 AVC
• US Academy of
Television Arts &
Sciences, 2008
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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
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Standards: proven economic tool
• 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
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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
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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.
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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/3687Digital+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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Interop event for IPTV
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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
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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!
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Thank you
• For more information:
– http://itu.int/ITU-T/go/sg16
– Simão Campos
simao.campos@itu.int
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Supplemental slides
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ITU Organization
ITU (International Telecommunication Union) is a UN
agency with the following structure
ITU
ITU-R
ITU-T
ITU-D
International Telecommunication Union
Radiocommunication Sector
Telecommunication Standardization Sector
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 the
private sector has rights to participate on equal footing with
governments, and actually are responsible for all technical standards
developed by ITU, which are called "Recommendations"
http://itu.int/aboutitu/structure
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Structure and organization (1/3)
Plenipotentiary
Conference
ITU
Council
General
Secretariat
ITU-R
(radiocommunication)
ITU-D
(development)
ITU-T
(standardization)
WRCRA
WTDC
WTSA
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Structure and organization (2/3)
WTSA
TSAG
Study
Group x
Working
Party 1/x
Question
1/1
Working
Party 2/x
Question
1/2
Study
Group y
Working
Party 3/x
Question
1/3
Working
Party 1/y
Study
Groups …
Working
Parties …
Question
1/1
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Structure and organization (3/3)
• Focus groups
• Joint Coordination Activities (JCA)
• Global Standardization Initiatives
(GSIs)
• Workshops
• Regional groups
• Special projects
• Other groups
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ITU-T Study Groups
SG#
Area of ICT
SG2
Operational aspects of service provisioning and telecom
management
SG3
Tariff and accounting principles (including economic and
policy issues)
SG5
Environment and climate change
SG9
Television and sound transmission and integrated cable
networks
SG11
Signaling requirements, protocols and test specifications
SG12
Performance, QoS and QoE
SG13
Future networks, including mobile and NGN
SG15
Optical transport networks and access network
infrastructures
SG16
Multimedia coding, systems and applications
SG17
Security
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Study Group 16 Overview
• Lead SG on:
– multimedia coding, systems and applications
– ubiquitous applications ("e-everything", such as ehealth)
– 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
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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
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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
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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
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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
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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)
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