Convergence of Media and Telecom

Convergence of Media and Telecom
NEM & the Integration of Broadband and Mutimedia
Michiel Pelt Alcatel Research & Innovation NEM Workshop 3 December 2004
Introduction
>
MediaTelecom convergence is a multi-faceted movement

Service and network convergence: a wide range of applications over a single network Device convergence: PCs, STBs, mobile phones support communication and media consumption Industry convergence: hitherto unrelated industry players enter a new arena of competition
>
User-Centric View
Observing the emerging examples of, and the opportunities for richer user experiences of networked electronic media Convergence phenomena reflect societal shifts The empowered user seeks control, self-realisation and participation
NEM Workshop 3 Dec. 04 2
All rights reserved 2004, Alcatel
Media and Telecom Convergence

>
Internet (technology) initiated the convergence movement

Various application data transported over a single network technology Consumable on a multi-purpose device, initially the PC Triple Play: voice (telecom) + data + video (media)
>
Broadband, supporting Big Media Objects, drives convergence
Media
Telecom
Cable
Broadband Access
DSL
The Triple Play Laboratory

>
The Triple Play laboratory is ready

Equipment, broadband infrastructure and multimedia devices are in place Components are available: voice, data, video
Video Data Voice
>
User-Centric Experimentation
Dont make the alchemists mistake of looking for the essence: the killer application Create and discover new user experiences that combine the basic components in innovative ways
>
The first intriguing phenomena in the converged world can now be observed
Convergence Phenomenon #1: The Long Tail

>
On-line Services modify the consumption behaviour

Media content not profitable in physical stores, constitutes a healthy market in an on-line environment Example: Rhapsody on-line music store
735,000 Songs
#plays/month @ Rhapsody
3000
Total Rhapsody Sales
2000
39,000 Songs
22%
Inventory Rhapsody
Inventory Wall-Mart
1000
Rhapsody sales Of Long Tail
Songs only available at Rhapsody THE LONG TAIL

39,000 Source: 100,000 Media titles ranked by popularity
Long Tail Catalyser

2,300,000 Books 25,000 DVDs
130,000 Books Barnes & Noble Amazon
57%
Amazon Long Tail Sales
3,000 DVDs
20%
Blockbuster Netflix Netflix Long Tail Sales
Mainstream hits serve as entry point Recommendations guide users exploration of the long tail
Two Good Friends The Long Tail and Community Communication

Media Broadcast One-to-Many The Long Tail One-to-A Few
supported by
Telecom One-to-One
Community Communication A Few-to-A Few
Recommendations and rating by community Of users
Word-of-mouth e-mail, chat, Instant, messaging
Webfora and boards
Community opinion leaders (critics) on weblogs
The Basic Component Families Revisited

Radio Music Movies Broadcast TV Books games E-mail Telephony Blogs Fora
Messaging
Content User
Communication
Voice Conferencing Video Communic. Chat
Communities
Friends Neighbourhood Affinity Groups Sports Clubs
Family
Colleagues
The Empowered User

>
The cited long tail examples operate in an on demand fashion
Giving the user the power to control what and when to consume
>
Personal Video Recorders provide similar control in the broadcast television space
User becomes his own program packager, selecting and scheduling his preferred content into his personal channel
>
The observed consumption behaviour reflects the societal shift from mainstream markets to individual and fragmented tastes
Convergence Phenomenon #2: Personal Content

>
45% of American broadband users used the PC to send digital pictures
Downloading pictures is the only on-line activity that skews toward female consumers
(Source: Yankee Group 042004, Consumer Entertainment)
>
Every day 12,000 weblogs are created

(Source: Technorati, 10/2004)
Worldwide still ca mera sa les

120 Million of units 100 80 60 40 20 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Digital-still cameras
Analog-still cameras
Source : PMA Data Watch 01/2004, Infotrends research group
Another Perspective at the Looooong Tail

>
The long tail continues infinitely
Broadband distribution and multimedia content devices transform the user into a content creator, blurring the border between creators and consumers, between audience and actors
Professional Content Creators
Commercial content People pay to consume Personal Content People pay to share
Prosumers Semi-Professionals One-to-A Few
End-users = Everybody
One-to-Many >
Everybody-to-A Few
A wide spectrum of content emerges
Professional Broadcasts (news, sports, shows, )
Home Video shows and Video Diaries
Regional & Local Community TV
VRT Ketnet Kick Personal PhotoChildren create TV: birthday sharing content shown on TV videos, Blogging
Structure of the Observed Phenomena

>
The new media consumption/creation user experience is a concatenation and superposition of telecom and media components
Media Exploration Professional Broadcast Content Personal Content Community Communication
MM Capture & Consulting of Storage Devices EPGs Generation of word-of-mouth, Recommendations Broadband Distribution & Consumption recommedations Rating, Comments, >
Equal attention to all phases of the end-to-end user experience is necessary for a satisfying and appealing experience
Turn electronic program guides into community portals
>
The really exciting prospect is the actual fusion of media and telecom components into a new user experience
Convergence Phenomenon #3: The Real Fusion

>
Early examples of integrated telecom+media experiences
On-line gaming with voice chat >
Interactive TV with voting
Communication becomes an integral part of the experience of networked electronic media

The AmigoTV Experience: Watching Television Together

Community Television, the next step for Interactive TV = Communication between TV viewers
TIM SPORTS TV
>
Find your friends on TV
Use Channel presence to find out what they are watching Comment on the TV program
>
Talk with your friends
>
Share your emotions

Change the expression of your avatar (*) Send multimedia messages
(*) Avatar = your graphical presence on TV

Micro-Celebrity
lifetimecelebrity years weeks hours microcelebrity Movies TV Big Brother Reality Shows
In the future, everybody will be famous for fifteen minutes. Andy Warhol
SMS on TV
Broadcast Participation Television
Another important trend is that people also want to join in more with their media. In a fragmenting society, joining in with media is a substitute for community in a lot more ways than Pop Idol or Fame Academy-style voting. Ashley Highfield, Director, BBC New Media and Technology
Community Community Partic. TV Partic. TV Community Community Partic. TV Partic. TV Community Partic. TV
Participation Televison: On-Line Idol 2006

Composed image Media Aggregation
Sonja
58%
Family
webpad
Video clip without lyrics Singing + webcam Rating Supporting + webcam Comments + webcam . . .
Singer
Co- singer
Jury
Supporters Broadcast audience
Reduced cost viewer participation
Conclusions
>
Broadband Triple Play significantly modifies the user experience of networked electronic media

empowering the user who seeks personal control of his media experience drawing heavily on community communication
>
The emerging real fusion of telecom and media services unleashes enormeous creative energy to stage new broadband user experiences Numerous challenges ahead

>
Broadband infrastructures that support a new level of multimedia information transfer Versatile and performant, yet simple-to-use multimedia devices Repositioning of the industrial players in the value chain Creative and innovative approach of the new opportunities, always taking the user experience as the starting point
Already addressing the Challenges

>
Within the MUSE and MediaNet EC FP6/IST projects, Alcatel and its partners have started to address the challenges of media+telecom convergence
Conversational Conversational services services
MediaNet => Enabling the delivery of a myriad ofApplication layer applications over common reference architecture
Common enabling services layer
Game Game service service
Video on demand Video on demand (VoD) service (VoD) service
Application communication SLA control

Service Service Provisioning Provisioning
Network // Network Element Element Management Management
QoS on demand
Network Network Resource Resource Control Control
AAA
AAA AAA
Settlement
Accounting // Accounting Billing Billing
Content security // Content security DRM DRM
MUSE => Providing
secure connectivity of multiple services between terminals and multiple providers
Service communication
Q M
Network layer
Enforcement
A10-ASP
ASP ASP
Edge Node
Access Node
Aggregation node
NSP NSP
Backbone Backbone network network
Home Home network network
Access Access network network
Regional Regional Network Network
A10-NSP
But much more needs to be done down the line!!!

> >
The NEM initiative is a key driver for the convergence between media and telecoms This is a unique opportunity to bring ALL the stakeholders together, share experiences and develop innovative usercentric solutions This is a unique opportunity for the European industry to have a strong lead in an area which is key to develop access to the European diverse cultural environment This is a unique opportunity for the European citizens to benefit from technologies and services that will have been directly developed for themnot for the benefit of others and then adapted to European needs
>
>
www.alcatel.com

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Convergence of Media and Telecom

NEM & the Integration of Broadband and Mutimedia

MediaTelecom convergence is a multi-faceted movement

NEM Workshop 3 Dec. 04 2

All rights reserved 2004, Alcatel

Media and Telecom Convergence

Internet (technology) initiated the convergence movement

Broadband, supporting Big Media Objects, drives convergence

NEM Workshop 3 Dec. 04 3

The Triple Play Laboratory

The Triple Play laboratory is ready

Video Data Voice

NEM Workshop 3 Dec. 04 4

All rights reserved 2004, Alcatel

Convergence Phenomenon #1: The Long Tail

On-line Services modify the consumption behaviour

Total Rhapsody Sales

Rhapsody sales Of Long Tail

Songs only available at Rhapsody THE LONG TAIL

NEM Workshop 3 Dec. 04 5

All rights reserved 2004, Alcatel

Long Tail Catalyser

130,000 Books Barnes & Noble Amazon

NEM Workshop 3 Dec. 04 6

All rights reserved 2004, Alcatel

Two Good Friends The Long Tail and Community Communication

Community Communication A Few-to-A Few

Recommendations and rating by community Of users

Word-of-mouth e-mail, chat, Instant, messaging

Webfora and boards

Community opinion leaders (critics) on weblogs

NEM Workshop 3 Dec. 04 7

All rights reserved 2004, Alcatel

The Basic Component Families Revisited

Voice Conferencing Video Communic. Chat

All rights reserved 2004, Alcatel

The Empowered User

The cited long tail examples operate in an on demand fashion

NEM Workshop 3 Dec. 04 9

Convergence Phenomenon #2: Personal Content

45% of American broadband users used the PC to send digital pictures

Every day 12,000 weblogs are created

Worldwide still ca mera sa les

Source : PMA Data Watch 01/2004, Infotrends research group

NEM Workshop 3 Dec. 04 10

All rights reserved 2004, Alcatel

Another Perspective at the Looooong Tail

The long tail continues infinitely

Prosumers Semi-Professionals One-to-A Few

A wide spectrum of content emerges

Professional Broadcasts (news, sports, shows, )

Home Video shows and Video Diaries

Regional & Local Community TV

NEM Workshop 3 Dec. 04 11

All rights reserved 2004, Alcatel

Structure of the Observed Phenomena

NEM Workshop 3 Dec. 04 12