IP-Networking and
MediaCom 2004
SessionMM3/MM4:
CONVERGENCE
and
INTERACTIVE BROADCAST
P.A.Probst Swisscom SA
Chairman SG16/ITU-T
MM3/4 - Convergence and interactive broadcast
Session objectives:
 Common understanding of Convergence with
focus on mobile and broadcasting
 Top down approach (users and
services/applications perspectives)
 Identify need for further steps to ensure
interoperability
 Contribute to the definition of the Roadmap for
MM-standardisation
 Guidance for activities in and outside ITU
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Programme:
 Introduction: convergences and market expectations
(P.A.Probst/Swisscom/Switzerland)
 EBU strategies for broadcasting / telecommunication
convergence
(F.Kozamernik/EBU/Switzerland)
 Services aspects: the mobile approach
(G.Colombo/TILAB/Italy)
 Introduction of MM services in an emerging market
(L.F.Ferreira-Silva/Anatel/Brazil)
 Platform and Terminal aspects
(Simao Campos Neto/LMGT/USA)
 Panel discussion
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Introduction to the session:
Convergence or convergences??
 Market trends
Dimensions of convergence?
Users perspectives
Next steps
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Different definitions and interpretations of
the concept of convergence:
Applications
Terminals
Services
Networks
Business areas
Business models
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Concept of convergence: a few examples
 ...Convergence of data transmission techniques (Data
over satellite broadcasting channels using DVB)...
 ...Convergence of wireless mobile and access (4G)…
 …Convergence of terminals (e.g. Mediascreen from
Nokia: combination of TV, PC and Mobile set)…
 …Convergence of telecommunications and computing
( “Télématique”)…
 …Network convergence (PSTN-IP)…
 ….
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Convergence: existing growing market !
 TV and Radioprogrammes on a PC….
 Internet Radio...
 SMS to speech...
 Internet services over satellite (back channel over
PSTN/ISDN/GSM)...
 “Follow me”: call forwarding from fix to mobile...
 “One number”...
 Navigation systems…
 Location services….
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Dimensions of convergence:
Layers
Business areas
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Dimensions of convergence:
Layers (Architecture)
Applications
Services
Platform
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Internet
Fix network
Mobile
Broadcasting
Dedicated
Networks
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Business Areas
IP-Networking and
MediaCom 2004
…...
Data
Broadcasting
Mobile
Fixed network
Customers
MM3/4 - Convergence and interactive broadcast
Terminal-layer
IP-Networking and
MediaCom 2004
MM Terminals f/m
Radio/TV Rx
PC/laptops
PDAs
Mobile phone
DTMF Phone
Users
MM3/4 - Convergence and interactive broadcast
Users perspectives
Customer’s needs
Applications
Services
Platforms
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Users perspectives:
•They are not enough involved in the
standardisation process (why ?)
•Their needs are difficult to assess in advance
(Killer application?)
•New tools exist to analyse and improve
the market knowledge (CRM)
•Basic issues are price, performance
and interoperability
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Users behaviour:
Why does a customer change to another mobile
provider? [1]:
1)
2)
3)
4)
5)
Price
QoS
Handsets
Customer service
Specific services
[1] Survey, Funkschau 07/2001 in F, UK and Germany
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Users behaviour:
What are the utility levers for the customers? [2]:
•Environmental friendliness
•Fun and image
•Risk (financial and physical)
•Convenience (easy to obtain or use)
•Simplicity
•Customer productivity
[2] Knowing a Winning Business Idea When You see one
Harvard Business Review Sept-Oct 2000
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Users behaviour:
Basic principles to be applied when developing standards
for convergence products:
•Interworking at the different levels
•Avoid costly Gateways
•Service independent platforms
•Simple man-machine interface
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Statement #1:
A fundamental condition to ensure
interoperability at the different levels
(platforms, middleware, services, applications)
is to use an "universal" architectural model?
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Statement #2:
A service description methodology common to
all SDOs would allow to achieve
interoperability at the service levels?
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Statement #3:
The development of MM services and
applications will require "universal" and
"scalable" Audio/video codecs?
IP-Networking and
MediaCom 2004
MM3/4 - Convergence and interactive broadcast
Statement #4:
What are the specific requirements to the
terminal architecture to ensure
interoperability, flexibility and easy to use
man-machine interfaces?
IP-Networking and
MediaCom 2004