iptv 서비스의 진화 : personalization, community and communication service

Title: IPTV 서비스의 진화 - Personalization, Community and Communication Service

1Version: Date: 2006-02-15 Pages: /37Company: NetReference CO., LTD. NetReference Confidential Document ID:

IPTV 서비스의 진화 :Personalization, Community and

Communication Service

2006 년 2 월 15 일

Dr. Jangwoo SonNetmanias/NetReference. CO., Ltd

02-556-9274/[email protected]

http://www.netmanias.com, http://www.netreference.co.kr

IPTV ( 광대역융합서비스 ) 시장 전망 워크숍 2006



Contents

IP-TV/TPS Service 배경 서비스와 네트워크간에 1:1 관계 MSO: 1+1+1 (TPS Service 경쟁 ) Telco 는 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 - 유선 only FastWeb Versatel

Problem 단순 TV 서비스 , VoD 서비스를 위해 기존 Telco 는 망 증설 ( 용량 , 기능 ) 에

막대한 CAPEX 투입 : Telefonica, KT, SBC, BellSouth,… CAPEX 를 회수할 만한 BM 이 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

IPTV 서비스의 진화 : Personalization, Community and Communication Service

Bundling Service

Blended Services



Why TPS/IP-TV ? : Competition

SO PPNSP

Internet

PSTN

CATV

IDC/P2P

Telephone line

HFC

xDSL

• Toll quality voice (MOS=4.0)

• SD/HD TV, VoD, PPV

• Internet access

PPNSP

Internet

PSTN

CATV

IDC/P2P

Telephone line

HFC

xDSL

SO

Before TPS Service

Triple Play Service (MSO)

• SD/HD TV, VoD, PPV• Voice (VoIP)• Internet access

• Multimedia QoS: PCMM• HFC QoS: Docsis 1.1/2.0/3.0

Telco

MSO

ISP

Telco

MSO

ISP



MSO 의 TPS Services

Digital TV HDTV VoD PVR Multi-Room PVR VoIP High-Speed Internet

Time Shift TV: Pause, play, rewind, fast forward live TV

PVR: PVR lets subscriber record without tapes, timers or a VCR

HDD (80GB)

All Channels

Play Pause Play

TelephonyTelephony Cable TVCable TV InternetInternet

Recording Program

Multi-Room PVRMulti-Room PVR



미국 MSO TPS Case Study: COX Communications

• 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

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)

TPS Service 의 신규 가입자 유치 , 기존 가입자 이탈 방지 효과를 시장에서 입증됨 .TPS Service 의 신규 가입자 유치 , 기존 가입자 이탈 방지 효과를 시장에서 입증됨 .

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



Home

RG

Home

Telco’s TPS Service: TV Service = IP-TV

HFCHFC FiberFiber HeadendHeadend SONETSONET

DSL/CMTSDSL/CMTS ATM/EthATM/Eth BRASBRAS IPIP

PSTNPSTN TDM/ATMTDM/ATM LEX/TEXLEX/TEX SONETSONET

Access Backhaul Service Edge Transport Core

Access Backhaul IP Service Edge IP Routing Core

TV/VideoTV/Video

InternetInternet

VoiceVoice

Service

Service

xDSL/FTTxxDSL/FTTxBroadband

EthernetBackhaul

BroadbandEthernetBackhaul

BRASBRAS IP/MPLSIP/MPLS Video H/EVideo H/E

InternetInternet

SSWSSW

TPS Service Network

Voice

TV

Internet

Voice

TV

Internet

Before TPS Service: Dedicated Service Delivery NetworksBefore TPS Service: Dedicated Service Delivery Networks

TPS Service: Converged TPS Service Delivery IP NetworksTPS Service: Converged TPS Service Delivery IP Networks



유럽 / 이탈리아 / FastWeb

TPS Service

TPS Services IP-TV, VoD, Video Telephony (TV), VoIP (POTS Phone), Internet

Last-Mile Technology

(2005. 4 통계 )* 10 Mbps Ethernet (20%)* ADSL (80%)

TPS Service Details

* VoIP: Phoning between Fastweb clients is free of charge. (SBB style)* VoD: Contents 조달 (e.BisMedia and RAI Click)* IP-TV: 90+ Channels특이점 : Due to the high popularity of football in Italy, there are thematic channels dedicated to three famous Italian football clubs: Milan, Inter and Roma (each costing €8 per month).

Codec IP-TV: MPEG2, 2~4Mbps

상용 서비스 개시일 2003. 8 (IP-TV over ADSL) 부가 서비스 Network-based PVR (5 Hours Recording)

가입자수 (2005.06.31 현재 )

Broadband (Ethernet, ADSL)가입자수 : 598,000IP-TV 가입자수 : ~200,000

차별화 포인트 /가입자 유지 전략

- Competition: Italy 의 CATV 비활성화 (10% 미만 )- Contents: Italy Pro Soccer 중계



12016

Main POP

6500

FastWeb: 망구조 , QoS, Multicast

STB

PC

POTS

HAG

GE L2 Ring

120163550/4908

10M

Main POPMini POP

Ring#1

Ring#6

STM4

STM4

STM4

STM1

STM16

STM16

IP-TV VoD

6500

VoD portal

STB

PC

POTS

HAGADSL DSLAM

ATMSW

BRAS

STM16 STM16

Mini POP

Video Farm

IP Core

CoS=5, ToS=5, VID=0

Untagged frame

TV Camera

802.1p802.1pDiffServDiffServ

Voice PVCInternet PVC

Unicast Video PVC

Multicast PVCMulticast PVC

Zapping PVC

DiffServDiffServ

8 DiffServ QoS Classes8 DiffServ QoS Classes

ATM QoSATM QoS

All channels

CoS=1, ToS=1, VID=0

CoS=4, ToS=4, VID=0

TPS Network Architecture

L2

L3



유럽 / 스페인 /Telefonica

* 가입자 현황 : http://www.point-topic.com/content/bmm/profiles/vod/Telefonica.htm&comp_id=1175&g=4

TPS Service

IP-TV Service Coverage

2005.1 2005.2 2005.3 2005.4 2005.5

TPS Service Brand Imagenio Last-Mile Technology ADSL, ADSL2+

FTTN

TPS Services IP-TV, VoD, VoIP, Internet Codec

IP-TV Channel 수 39 TV channels + 15 Audio channels + Football channels

상용 서비스 개시일 2004. 1

가입자수 (2005.06 현재 )

- IP-TV subscribers 40,000

- ADSL subscribers 2,974,800

차별화 포인트 /가입자 유지 전략

Soccer



유럽 / 스페인 /Telefonica

TPS Service Details



신규 Ethernet 기반 TPS Service

Telefonica IP coreRIMA

BRAS1

BRAS4

Access POP(BARCELONA VIA AUGUSTA )DSLAM

L2 SW

L2 SW

C7200

STB

RG

VoD servers (nCube)

CO #1

…

Lucent StingerRiverstone 8600

Riverstone 38000

1~4

STM-1 (IP-TV)

STM-1 (PPV)

Core POP

GE

STM-1

Home CO Access POP Core POP

ADSL

BRASATM SW

ModemADSL

DSLAM

L2 SW

STB

RG

CO #19


1~4

ADSL/ADSL2+

ATM SW

ModemADSL

GE

STM-1

STM-1

10 Gbps Ring(MS-SPRING)

Public Internet

Core POP

Core POPCore POP

IP-TV Headend

기존 ADSL Internet Service 망

신규 TPS Service 망



Spain Telefonica TPS Network Architecture

BRAS1

BRAS4

#1

#19

Access POP(BARCELONA VIA AUGUSTA )

DSLAML2 SW

L2 SW

C7200

Telefonica IP coreRIMA

STB

RG

VoD servers (nCube)CO

…


Riverstone 38000

1~4

BRAS1

BRAS4

#1

#10~30

Access POP(BARCELONA ESTEL)

DSLAML2 SW

L2 SW

C7200

STM-1 (IP-TV)

STM-1 (PPV)

STB

RG

VoD servers (nCube)CO

…


Riverstone 38000

1~4

STM-1 (IP-TV)

STM-1 (PPV)

Public Internet

Core POP

10 Gbps Ring(MS-SPRING)

GESTM-1

Home CO Access POP Core POP

DSLAM

1~4

DSLAM

1~4

ADSL/ADSL2+

ADSL/ADSL2+

IP-TV Headend



Versatel TPS Service Overview

Triple Play Service SolutionService Overview

Date: Created 16-Oct-05, Last UpdatedAuthor: Changmo YooE-mail: [email protected]

This document is for use only within Netmanias & Samsung Elec.(KR). The author must be referenced if any part of this document is used.

PC

Phone

STBTV

DHCP Client

DHCP Server

802.11g Endpoint

STBTV

Phone

PC

DHCP Client

DHCP Client

DHCP Client

DHCP Client

VoIP PVC

Internet PVC

VoD PVC

IP-TV PVC

PC

DHCP Server

DHCP Client

PPPoE Client

IAD

Internet

Triple Play Network

RADIUS Server

TFTP Server

FTP Server

EMS Server

OSS

TV Encoder DRM Server

SSW

VoD Server

SGW TGW

Server Farm

Media Farm

Voice Farm

VOICE

IP-TV

VoD

Internet

RJ-11

RJ-11

RJ-45

RJ-45

RJ-45

RJ-45

USB

802.11g



Last-mile COADSL2+

Aggregation

VT TPS Network Architecture

CS10GE

10GE

10GE

CR2CR2

CR4CR4

Core POP2

CS

Access POP1

CO1

Access POP 17

Core POP3Core POP4

Core POP1

1818

2424

24241212

2424662424

Access POP4

Access POP5

12121212661818

18

18

66

66

1212

Access POP10

Access POP11

Access POP 18Access POP 20

MDS1

MDS18

CO18

CO1MDS1

MDS38

CO38

CO1MDS1

MDS18

CO18

CO1MDS1

MDS12

CO12

IX1

BR1BR1

BR2BR2

IX2CR3CR3

* BRAS/BAR 내의 숫자는 해당 AccessPOP 에 연결된 CO 수

Last-mile COADSL2+

Aggregation

Second-mileGE

Aggregation

Second-mileGE

Aggregation

Access POPBRAS/Edge

CoreCore Routing

Distribution

CR1CR1

PEPE PEPE

Media Farm

Media Farm

Media Farm

Media Farm

PEPE

PEPEPEPE

• One IP-TV Headend• one Voice Headend• 4 VoD Headend• 22 VT Access POPs• 4 VT Core POPs• N KPN COs



Multicast (K)

BRAS (SER)

IMS

N-SW

VDSL(L2)

4xG

12xG

PBR (srcIP)

100M/200M

L3 SW

1G

1G

HOME

RG

Shared IP Access Network

• IMS: IP Media Switch• SER: Service Edge Router• RG: Residential Gateway

Static Join(All channels)

혜화

L2SW Encoder

PE

PE

PE

PE

PE

L4SW

EPG, M/WServers

Headend ( 혜화 )

RP

RP

Anycast RP

H.264SD: 2MbpsHD: 6~8Mbps

PE

GW Router

Premium IP core(IP/MPLS)

PE

BE IP Core(KORNET)

10G

4xG

4xG GSR

IGMP PIM

Public InternetKIX

KT IDC( 혜화 )

KT IDC( 구로 )

혜화

구로 10G

10G

10G

10G

10G

STB



IP-TV 의 차별화 전략

Bundling Service 로만은 MSO 의 TPS Service 와 차별화가 안됨 .

HFCMSO

xDSL/FTTxTelco

• Service Bundling• Single Bill• Discount• Single Contact Point




IP-TV 의 차별화 전략

HFCMSO

xDSL/FTTxTelco



• HDTV• VoD • PVR• Multi-Room PVR• Interactive Data• SMS on TV

VoIP

CATV

IP-TV

POTS/SIP

• HDTV• VoD • PVR/N-PVR• Interactive Data

• 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

Personalization, Community and CommunicationPersonalization, Community and Communication



Interactive Data Service ?: Me Too …

CATV Interactive Data

1 세대 Interactive TV: Traffic, Weather, Background Information Retrieval, Voting, Betting

Interaction between viewer and broadcaster.



IP TV 서비스의 진화 방향

Contents Sharing(Photo, Home Movie)

Instant Messaging(IPTV + Data)

Ann is here.

Follow Me TV(IPTV+Wireless)

Family Finder(Presence + Data)

Time-Shift TV/PVR

Interactive TV(IPTV + Data)

Personalized Screen Mosaic(Channel Guide)

Program/Movie Search

2 세대 Personalization, Community, Communication

3 세대Wireline + Wireless

(IP-TV + IMS)

Caller ID (IPTV + Voice)

Multi-camera broadcasts



CATV, Satellite TV: Screen Mosaic (Visual Channel Guide)

16-channel digital bouquet

• Cable TV, Satellite TV: 디지탈화 ( 디지털 방송용 RF BW 증가 ) 로 채널 수가 100~200 개에 이름 .채널 수의 증가와 Channel Zapping Time (Decoding Delay) 으로 인해 시청자가 Channel Surfing 하는 것은 매우 불편함 .간편하게 채널별 방송 영상을 탐색하기 위해 Screen Mosaic 서비스를 제공함 (Channel 1: Mosaic Channel)

• Cable TV, Satellite TV: 디지탈화 ( 디지털 방송용 RF BW 증가 ) 로 채널 수가 100~200 개에 이름 .채널 수의 증가와 Channel Zapping Time (Decoding Delay) 으로 인해 시청자가 Channel Surfing 하는 것은 매우 불편함 .간편하게 채널별 방송 영상을 탐색하기 위해 Screen Mosaic 서비스를 제공함 (Channel 1: Mosaic Channel)

영국 CATV, Satellite 의 Mosaic Channel( 사업자가 채널 선정 )

한국 강남 케이블 TV( 사업자가 채널 선정 )



IP-TV: Personalized Screen Mosaic (Channel Guide)

• More intuitive and personalized TV channel navigation

• IP-TV Solution:- 가입자가 자신이 선호하는 채널을 등록하여 가입자별로 Mosaic channel 에 서로 다른 채널 영상이 제공됨 .- PiP 의 응용임 . 소리는 따라다님 .

• IP-TV Solution:- 가입자가 자신이 선호하는 채널을 등록하여 가입자별로 Mosaic channel 에 서로 다른 채널 영상이 제공됨 .- PiP 의 응용임 . 소리는 따라다님 .

CH1CH1 CH5CH5 CH10CH10 CH13CH13 CH20CH20 CH6CH6 CH7CH7 CH17CH17 CH45CH45 CH70CH70

Subscriber A’s Mosaic Channel Subscriber B’s Mosaic Channel

Me Too and More (Value Added: Personalize)



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.

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 DVR 기능에 대해만 추가로 지불하는 요금임 .

* 2005: 8% of U.S. households have a DVR. 올해 말까지 10% 로 예측

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 DVR 기능에 대해만 추가로 지불하는 요금임 .

* 2005: 8% of U.S. households have a DVR. 올해 말까지 10% 로 예측

Time Shift TV: Pause, play, rewind, fast forward live TV

PVR: PVR lets subscriber record without tapes, timers or a VCR

HDD (80GB)

All Channels

CATV, Satellite TV: Time Shift TV/PVR

What is this?

Service Case Study

Play Pause Play



CATV, Satellite TV: Multi-Room DVR

Recording Program

http://www.parksassociates.com/press/press_releases/2005/mltrm_DVR.html

What is this?

Service Case Study

Market Forecast

1. 댁내에 하나의 PVR STB 를 두고 이를 통해 다른 복수 대 (2~3) 의 TV 에서 녹화된 TV Program 이나 DVD, Home Movie,

Photo, MP3 등의 Contents 를 공유할 수 있는 서비스2. 이용자 측면에서는 각각의 TV 에 PVR STB 가 연결되어 있는 것과 등가로 보이나 , 하나의 STB 를 제외한 나머지 STB 는 PVR

이 없는 저가형 STB (Client) 임 .

Time Warner Telecom’s Multi-

Room DVR

1. US Cable

- Time Warner Cable: Monthly fee $6.95 (DVR 은 별도 ) (STB: Motorola)

- BandBroadband: Monthly fee $21 (STB: Digeo)

1. US Cable

- Time Warner Cable: Monthly fee $6.95 (DVR 은 별도 ) (STB: Motorola)

- BandBroadband: Monthly fee $21 (STB: Digeo)http://www.timewarnercable.com/stjohn/products/dvr/multir

oomdvr.html

Multi-Room DVR (STB) Products1. S-A:2. Motorola: Explorer 8300 MR-DVR3. Digeo: Moxi- 160GB, Two TV- Time Shift TV: 30-minute live TV buffer- 구매 : $649, 임대 : $21/mon.



IP-TV: Network-based Time-Shift TV/PVR

TV

Time shift TV/N-PVR Time shift TV/N-PVR ServersServers

IP STB

Access NetworkBRAS

IP Core Network

IP-TV IP-TV Encoder/StreamerEncoder/Streamer

IP-TV Headend

Multicast (PIM, IGMP Multicast: Live Broadcast)Unicast (RTP, RTSP)

No HDD

Unicast

Multicast

Multicast

• 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.

• 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.

TV

IP STB

No HDD

Unicast

Me Too and More (Value Added: Network-based)



IP-TV: Network-based Time-Shift TV/PVR

VDSL,Ethernet,

FTTH

Home

RGVoice

Internet

IP Network

IP-TV

IP-TV: ME TOO and MORE (Network-based)

N-PVR Server

IP-TV Headend

PC 3G WiBroRecording 선택



PoD (Program on Demand)

• 축구 : 1 경기당 0.99 유로• Big Brother: 무료

TV

PoD ServerPoD Server(( 일반 일반 VoD VoD 서버임서버임 ))

IP STB

Access NetworkPOP1 IP Core Network

VersatelIP-TV

Headend

Unicast

Multicast

Multicast

PPMPEG24Mbps

POP2

POP3 POP3

광고 제거된 , 프로그램만 있는 MPEG2 file (4Mbps)

Live soccer program

7:00PM 10:00PM

5~10min.

광고제거된 MPEG2 (4Mbps) file

생성

5~10min.

4 대 POP의 PoD server 로 전달

PoD 시청Program 1Program 2Program 3Program 4Program 5

Versatel PoD

* 개인용 Storage 필요없음 Service Case Study

• Live 방송이 끝난 후 가입자가 원하는 시간에 프로그램을 시청할 수 있는 Unicast 서비스• VoD service 와 같은 로직임 .• Live 방송이 끝난 후 가입자가 원하는 시간에 프로그램을 시청할 수 있는 Unicast 서비스• VoD service 와 같은 로직임 .



Network-based Contents Sharing

STBRG

IP-TV Headend

SGW/TGW

Public Internet

Value-addedServices

Application Services

Contents Sharing Server

Contents Sharing(Photo)

Contents Sharing(Home Movie)

STBRG

STBRG

• post your own content• invite your own audience, your community



Community TV

고전적인 TV 시청 행태는 방송사가 보내주는 프로그램을 일방적으로 시청함 . 1 세대 Interactive TV 는 시청자와 방송사간의 Interactive Service(Traffic, Weat

her, Background Information Retrieval, Voting, Betting, etc.) 임 2 세대 Interactive TV 는 시청자간 Interactive Service 로 발전 중

예 : AmigoTV Alcatel 이 개발 한 TV 기반의 Community Service. 서로 지리적으로 떨어진 장소에서 TV 를 시청하고 있지만 , 가족이나 친구들끼리 마치

한 장소에서 TV 를 시청하는 것 같은 느낌을 주는 서비스 AmigoTV introduces 3 features

Voice Conferencing (VoIP) Multimedia Messaging Channel Presence

2005 년 10 월에 스페인에서 시연함 .



Community TV

Voice chatting over football, with the personal avatarsAmigoTV community portal, buddy mosaic

Emoticon Push

아바타- Buddy 와 Buddy 의 현재 감정을 표현하는 몇 개의 이미지로 구성 ( 유료 컨텐츠 )- Buddy 가 Webcam 을 가지고 있으면 PiP (Mosaic) 방식으로 비디오 통신도 가능

Multimedia Emoticon Push- Pre-defined audio-visual messages- 감정과 기분을 Community Buddy 들에게 표현하는 수단

나 =John 내가 보고 있는 채널 = VT4 챔피언스 리그

Peter (with Webcam)

Jan (with Webcam)

Bu

dd

y P

rese

nce

In

fo.

Harry (Avatar)

축구 동호회(affinity group)

Buddy List

응용 1- 맥주 이모티콘 (CASS) 를 붉은 악마 회장이 날림 .- 시청자 : 문득 !!! 이모티콘을 클릭하여 매주 구매 . 최단 거리 점포에서 10 분내 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 conferencing 의 QoS 보장 가능 (KT IP 망과 연동 )

Jan 이 보고 있는 채널 = VT4

각 Buddy 의 Channel Presence 정보도 서버에서 알고 있어야 함 .

그림 바꿀 것 White paper 껄로



버디 관리 : PC 에서 Web 으로

Network Operator

Community TV Server(Network operator)

IP-TVHeadend

Live TV Program

Affinity Group 의 Community Portal 카페 생성과 Buddy 관리 ( 추가 , 삭제 ), Personal Avatars/Emoticon 관리는 PC 로 웹 인터페이스로 수행함 .



Business Model: 유료 서비스

Network Operator

Broadcaster Community TV Server

(Network operator)

IP-TVHeadend

Advertise Emoticon in Overlay

축구 동호회 ( 붉은 악마 ) 의TV Community

Live TV Program

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-…

헤딩

패기



Business Model: Emoticon Advertisement Revenue

Network Operator

Broadcaster• Advertisement Revenue• Interactive TV: SMS, Betting

Viewer 1

Viewer N

광고주$$

30 초 광고

Network Operator

Broadcaster• Advertisement Revenue• Interactive TV: SMS, Betting

Viewer 1

Viewer N

Community TV Server

(Network operator)

IP-TVHeadend

Advertise Emoticon in Overlay광고주

$$광고 이모티콘축구 동호회 ( 붉은 악마 ) 의

TV Community

Live TV Program



Community TV (AmigoTV) Architecture

AmigoTV architecture

AmigoTV detailed 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

Different audio-conferencing topologies



Community TV

MyOwnTV Alcatel 이 개발 한 TV 기반의 Community Service. AmigoTV 는 Community Buddy 들의 방송 화면에 개인의 아바타 , 이모티콘 , 채팅

내용을 오버레이시켜 Buddy 들간에 통일 채널 방송을 보면서 자신의 감정을 표출하거나 통신할 수 있는서비스임 .

즉 배경에 해당하는 방송 컨텐츠는 방송사의 컨텐츠임 . MyOwnTV 는 개인이 컨텐츠를 Community 에 제공하는 서비스임 . 2005 년 10 월에 스페인에서 시연함 .



Community TV: MyOwnTV



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.

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



Follow Me TV: IPTV + Wireless (WiBro)

RAS

ACR

STB TPSRG

ADSL2+

IP-TV Headend

IMS(P/I/S-CSCF, HSS, HA)

SGW/TGW

Public Internet

Residential TPS ServicesResidential TPS Services

Mobile TPS ServicesMobile TPS Services

DSLAM

Metro Ethernet

BRAS

Value-addedServices

ApplicatioApplication n

ServicesServices

AS

N-PVR server

IP/MPLSCore

RAS

1. Live TV (Multicast)

2. Pause

3. Play

4. Time-Shift TV (Unicast)

5. Pause

6. Play

7. Time-Shift TV (Unicast)



Family Finder

• 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”

Ann is here.

Consumers can locate family and friends from their TV, via loved ones cell phone.Consumers can locate family and friends from their TV, via loved ones cell phone.



Location Based Service



유무선 통합 메신저

PSS(NoteBook)

SIP Phone

STB

PC

GWPOTSWireline IP access

(xDSL, FTTH)

HGW

RAS

PSS (PDA)

UE

WiBro

3GPremium IP Core(IP/MPLS)

NACF

AN SER

ACR

GGSN

RACF (PDP)DHCP, AAA, Subscriber Profile DB

유무선 통합 메신저서버

PC

TV

SIP Phone

Any Device-to-Any Device• SMS, MMS• Chatting• VoIP or SIP Call• Voice and/or Video Call

Fixed Wireless

예 ) Lucent Active Phonebook, KT U2 Messenger

iptv 서비스의 진화 : personalization, community and communication service

Documents