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IPTV 서비스의 진화: Personalization, Community and Communication Service
The Evolution of IPTV Service: Personalization, Community and Communication Service
February 15, 2006 | By Netmanias (tech@netmanias.com)
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Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

1

IPTV 서비스의진화:Personalization, Community and Communication Service

2006년2월15일
Dr. JangwooSon
02-3444-5747/010-3460-5747
son@netmanias.com
https://www.netmanias.com

IPTV (광대역융합서비스) 시장전망워크숍2006




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

2

Contents

.IP-TV/TPS Service 배경

.서비스와네트워크간에1:1 관계

.MSO: 1+1+1 (TPS Service 경쟁)

.Telco는1+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,…)


.사업자Case Study: 전용단말-전용서비스-유선only

.FastWeb

.Versatel


.Problem

.단순TV 서비스, VoD 서비스를위해기존Telco는망증설(용량, 기능)에막대한CAPEX 투입: Telefonica, KT, SBC, BellSouth,…

.CAPEX를회수할만한BM이있는가?

.기존방송사업자와차별화된서비스발굴이핵심이슈


.IP-TV 서비스의진화

.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 (유무선융합): FollowMeTV, Family Finder, MapWeb (iLocator), TV 메신저





IPTV 서비스의진화: Personalization, Community and Communication Service

Bundling Service

Blended Services




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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TL-1911-1









Why TPS/IP-TV ? : Competition







sonyhdtv
IMG0052
STB그림
SO

PP

NSP

Internet

1107378_L1








PSTN

CATV


TL-1911-1
IDC/P2P



Telephone line

HFC

xDSL

.Toll quality voice (MOS=4.0)



.SD/HD TV, VoD, PPV



.Internet access




TL-1911-1












sonyhdtv
IMG0052
STB그림
PP

NSP

Internet




PSTN

CATV

TL-1911-1
IDC/P2P



Telephone line

HFC

xDSL

scm100r2


1107378_L1





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




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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MSO의TPS Services

.Digital TV

.HDTV

.VoD

.PVR

.Multi-Room PVR

.VoIP

.High-Speed Internet



2
Time Shift TV: Pause, play, rewind, fast forward live TV

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


7
HDD (80GB)

All Channels


1
4
5
Play

Pause

Play

8
6
7
triptych
Telephony

Cable TV

Internet

tech_house_med3

Recording Program




Multi-Room PVR




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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미국MSO TPS Case Study: COX Communications

cox
.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 customerssubscribe 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 Service의신규가입자유치, 기존가입자이탈방지효과를시장에서입증됨.

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



Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

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Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

6






house



1107378_L1

Home

RG

house



1107378_L1

DISH 811
Home

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

HFC

Fiber

Headend

SONET

DSL/CMTS

ATM/Eth

BRAS

IP

PSTN

TDM/ATM

LEX/TEX

SONET

Access

Backhaul

Service Edge

Transport Core

Access

Backhaul

IP Service Edge

IP Routing Core

TV/Video

Internet

Voice

Service

Service





xDSL/FTTx

Broadband
Ethernet
Backhaul

BRAS

IP/MPLS

Video H/E

Internet

SSW

TPS Service Network


DISH 811

Voice

TV

Internet

Voice

TV

Internet

Before TPS Service: Dedicated Service Delivery Networks

TPS Service: Converged TPS Service Delivery IP Networks




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

7

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+ Channels
특이점: 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

상용서비스개시일
2003. 8 (IP-TV over ADSL)
부가서비스
Network-based PVR (5 Hours Recording)

가입자수(2005.06.31 현재)
Broadband (Ethernet, ADSL)가입자수: 598,000
IP-TV 가입자수: ~200,000

차별화포인트/가입자유지전략
-Competition: Italy의CATV 비활성화(10%미만)
-Contents: Italy Pro Soccer 중계





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

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그림6






12016


Main POP









6500



그림6
FastWeb: 망구조, QoS, Multicast




1107378_L1
그림11 copy
STB

그림15
PC

POTS

HAG







GE L2 Ring









12016

3550/4908

10M


Main POP

Mini POP






Ring#1

Ring#6







STM4

STM4

STM4

STM1



































7450_blue






















STM16

STM16

IP-TV

VoD







6500






blue drum
blue server

VoD portal

blue drum
house




1107378_L1
그림11 copy

STB

그림15
PC

POTS

HAG





































ADSL

DSLAM

ATM
SW

BRAS

STM16

STM16

Mini POP


Video Farm





IP Core

CoS=5, ToS=5, VID=0

Untagged frame




TV Camera



802.1p

DiffServ


Voice PVC


Internet PVC


Unicast Video PVC


Multicast PVC


Multicast PVC


Zapping PVC

DiffServ



















8 DiffServ QoS Classes

ATM QoS

All channels




70x32_20041129150302

CoS=1, ToS=1, VID=0

CoS=4, ToS=4, VID=0



TPS Network Architecture

L2

L3




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

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유럽/스페인/Telefonica

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


TPS Service

2005
2005
2005
2005
2005
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

상용서비스개시일
2004. 1

가입자수(2005.06 현재)
-IP-TV subscribers 40,000
-ADSL subscribers 2,974,800

차별화포인트/가입자유지전략
Soccer





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

10

유럽/스페인/Telefonica




TPS Service Details




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

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Date: 2006-02-15

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NetmaniasConfidential








Document ID:

11

신규Ethernet 기반TPS Service
















Telefonica IP core
RIMA

그림6
그림6
그림6
house
























BRAS1

BRAS4

StingerCompactRemote_front copy
Access POP
(BARCELONA VIA AUGUSTA)

DSLAM

L2 SW

L2 SW

C7200






Kreatel%2520IP-STB%2520and%2520remote
STB

RG

ncube
ncube
ncube
ncube
ncube
ncube















VoD servers (nCube)

CO #1



Lucent Stinger
Riverstone 8600

Riverstone 38000

1~4



STM-1 (IP-TV)

STM-1 (PPV)

Core POP

GE

STM-1

Home

CO

Access POP

Core POP

ADSL


































BRAS



ATM SW

StingerCompactRemote_front copy
StingerCompactRemote_front copy



house
Modem



ADSL



StingerCompactRemote_front copy


그림6
house


StingerCompactRemote_front copy
DSLAM

L2 SW






Kreatel%2520IP-STB%2520and%2520remote
STB

RG

CO #19

Lucent Stinger
Riverstone 8600

1~4

ADSL/
ADSL2+



ATM SW

StingerCompactRemote_front copy
StingerCompactRemote_front copy


house
Modem



ADSL



StingerCompactRemote_front copy





GE

STM-1




icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
STM-1





















10 Gbps Ring
(MS-SPRING)




























Public Internet

그림6
그림6
그림6
Core POP

Core POP

Core POP

그림6
IP-TV Headend


기존ADSL Internet Service 망



신규TPS Service 망





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

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Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

12
















그림6
Spain Telefonica TPS Network Architecture

그림6
그림6
그림6
house






StingerCompactRemote_front copy


















BRAS1

BRAS4

StingerCompactRemote_front copy
#1

#19

Access POP
(BARCELONA VIA AUGUSTA)


DSLAM

L2 SW

L2 SW

C7200

Telefonica IP core
RIMA











Kreatel%2520IP-STB%2520and%2520remote
STB

RG

ncube
ncube
ncube
ncube
ncube
ncube



























































VoD servers (nCube)

CO



Lucent Stinger
Riverstone 8600

Riverstone 38000

1~4

그림6
그림6
그림6






StingerCompactRemote_front copy


















BRAS1

BRAS4










StingerCompactRemote_front copy
#1

#10~30

Access POP
(BARCELONA ESTEL)


DSLAM

L2 SW

L2 SW

C7200



STM-1 (IP-TV)

STM-1 (PPV)

house








Kreatel%2520IP-STB%2520and%2520remote
STB

RG

ncube
ncube
ncube
ncube
ncube
ncube



























































VoD servers (nCube)

CO



Lucent Stinger
Riverstone 8600

Riverstone 38000

1~4

STM-1 (IP-TV)

STM-1 (PPV)


















Public Internet

Core POP


10 Gbps Ring
(MS-SPRING)


GE

STM-1

Home

CO

Access POP

Core POP



StingerCompactRemote_front copy
StingerCompactRemote_front copy
DSLAM


1~4



StingerCompactRemote_front copy
StingerCompactRemote_front copy
DSLAM

1~4


ADSL/
ADSL2+

ADSL/
ADSL2+


그림6
그림6
그림6
그림6
IP-TV Headend





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

Pages: /37

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NetmaniasConfidential








Document ID:

13

Versatel TPS Service Overview






Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

14







Last-mile

CO
ADSL2+
Aggregation























VT TPS Network Architecture




































CS

10GE

10GE

10GE




CR2

CR4

Core POP2



CS

Access POP1

CO1









Access POP 17

















Core POP3

Core POP4

Core POP1


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








18

18


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








24

24


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt


































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt




24

24

12

12




































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt






icon_g_switch_ppt
icon_g_switch_ppt

























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








24

24






































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt




6

6

24

24




































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt




Access POP4

Access POP5





icon_g_switch_ppt

























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








12

12


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








12

12


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








6

6


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








18

18







icon_g_switch_ppt

























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








18

18


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








6

6


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








6

6


























































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt



































































icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt
icon_g_switch_ppt








12

12

Access POP10

Access POP11

Access POP 18

Access POP 20




icon_g_switch_ppt
MDS1

dslaccessnode1-s
dslaccessnode1-s




icon_g_switch_ppt
MDS18



dslaccessnode1-s
dslaccessnode1-s
CO18


CO1




icon_g_switch_ppt
MDS1

dslaccessnode1-s
dslaccessnode1-s




icon_g_switch_ppt
MDS38



dslaccessnode1-s
dslaccessnode1-s
CO38


CO1




icon_g_switch_ppt
MDS1

dslaccessnode1-s
dslaccessnode1-s




icon_g_switch_ppt
MDS18



dslaccessnode1-s
dslaccessnode1-s
CO18


CO1




icon_g_switch_ppt
MDS1

dslaccessnode1-s
dslaccessnode1-s




icon_g_switch_ppt
MDS12



dslaccessnode1-s
dslaccessnode1-s
CO12


IX1

BR1

BR2

IX2


icon_g_switch_ppt
CR3

icon_g_switch_ppt
* BRAS/BAR내의숫자는해당AccessPOP에연결된CO 수

Last-mile

CO
ADSL2+
Aggregation

Second-mile
GE
Aggregation

Second-mile
GE
Aggregation

Access POP
BRAS/Edge

Core
Core Routing

Distribution



icon_g_switch_ppt
CR1

PE

PE

Media Farm






icon_g_switch_ppt

Media Farm

icon_g_switch_ppt






Media Farm







icon_g_switch_ppt

Media Farm

PE

PE

PE

Home-Front
.One IP-TV Headend

.one Voice Headend

.4 VoD Headend

.22 VT Access POPs

.4 VT Core POPs

.N KPN COs






Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

15



















Multicast (K)







alpine3808
BRAS (SER)

IMS









N-SW

VDSL(L2)

4xG

12xG

PBR (srcIP)

100M/
200M

L3 SW

그림5 copy
그림5 copy
1107378_L1
videophone
2Wire_HomePortal_1100_Residential_Gateway_Routers_and_Bridges-resized200




그림11 copy
그림15
boa
그림5 copy
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







그림9
















그림9








PE


PE



PE

PE

PE








ICM
ICM
L4SW







EPG, M/W
Servers

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




gx250
그림10 copy

IGMP


PIM


그림4 copy
그림4 copy
그림4 copy
























Public Internet

KIX

































KT IDC
(혜화)
















KT IDC
(구로)

혜화
구로

10G

10G

10G

10G

10G

STB




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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NetmaniasConfidential








Document ID:

16

IP-TV의차별화전략

.Bundling Service로만은MSO의TPS Service와차별화가안됨.





HFC

MSO



xDSL/FTTx

Telco

.Service Bundling

.Single Bill

.Discount

.Single Contact Point



.Service Bundling

.Single Bill

.Discount

.Single Contact Point






Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

17

IP-TV의차별화전략



HFC

MSO



xDSL/FTTx

Telco

.Service Bundling

.Single Bill

.Discount

.Single Contact Point



.Service Bundling

.Single Bill

.Discount

.Single Contact Point



.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 메신저over PC, TV

.TV 메신저(AmigoTV)

.Video telephony over TV

.Web on TV

.Caller ID

.Personal Mosaic Channel



.유무선융합TV 메신저(PC, TV, 3G, WiBro)

.FollowMeTV

.Family Finder

.MapWeb



Personalization, Community and Communication




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

18

Interactive Data Service ?: Me Too …

TV SMS
1연동형 헥사-게임화면
potal_weather_01
데이타방송포털
CATV Interactive Data

1 세대Interactive TV: Traffic, Weather, Background Information Retrieval, Voting, Betting
Interaction between viewer and broadcaster.




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

19

IP TV 서비스의진화방향

110601020289_1
photos
wedding
Contents Sharing
(Photo, Home Movie)

callerID
Instant Messaging
(IPTV + Data)

familyfinderfullscreen
Ann is here.

followmetvcarsm
Follow Me TV
(IPTV+Wireless)

Family Finder
(Presence + Data)

9
Time-Shift TV/PVR


blendedhurricane
Interactive TV
(IPTV + Data)

pop_300_2
Personalized Screen Mosaic
(Channel Guide)

followmtvhandheld2
epg_search
Program/Movie Search

2 세대
Personalization, Community, Communication

3 세대
Wireline + Wireless
(IP-TV + IMS)

Caller ID (IPTV + Voice)

1
Multi-camera broadcasts




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

20

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

16-channel digital bouquet

blendedhurricane
Sky Active mosaic contents screen
.Cable TV, Satellite TV: 디지탈화(디지털방송용RF BW 증가)로채널수가100~200개에이름.채널수의증가와Channel Zapping Time (Decoding Delay)으로인해시청자가Channel Surfing하는것은매우불편함.간편하게채널별방송영상을탐색하기위해Screen Mosaic 서비스를제공함(Channel 1: Mosaic Channel)



영국CATV, Satellite의Mosaic Channel
(사업자가채널선정)

pop_300_2
한국강남케이블TV
(사업자가채널선정)




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

21

IP-TV: Personalized Screen Mosaic (Channel Guide)

.More intuitive and personalized TV channel navigation



.IP-TV Solution:-가입자가자신이선호하는채널을등록하여가입자별로Mosaic channel에서로다른채널영상이제공됨.-PiP의응용임. 소리는따라다님.





CH1

CH5

CH10

CH13

CH20

CH6

CH7

CH17

CH45

CH70

Subscriber A’s Mosaic Channel

Subscriber B’s Mosaic Channel

Me Too and More (Value Added: Personalize)




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

22

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
* 상기이용료는DVR기능에대해만추가로지불하는요금임.
* 2005: 8% of U.S. households have a DVR. 올해말까지10%로예측

2
Time Shift TV: Pause, play, rewind, fast forward live TV

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


7
HDD (80GB)

All Channels


CATV, Satellite TV: Time Shift TV/PVR


.What is this?


.Service Case Study

1
4
5
Play

Pause

Play

8
6
7



Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

23

CATV, Satellite TV: Multi-Room DVR

tech_house_med3

Recording Program



multiroomDVR_pr1
http://www.parksassociates.com/press/press_releases/2005/mltrm_DVR.html


.What is this?


.Service Case Study


.Market Forecast

1. 댁내에하나의PVR STB를두고이를통해다른복수대(2~3)의TV에서녹화된TV Program이나DVD, Home Movie, Photo, MP3 등의Contents를공유할수있는서비스
2. 이용자측면에서는각각의TV에PVR STB가연결되어있는것과등가로보이나, 하나의STB를제외한나머지STB는PVR이없는저가형STB (Client)임.

MRDVRPriceButton
Time Warner Telecom’s Multi-Room DVR

1. US Cable
-Time Warner Cable: Monthly fee $6.95 (DVR은별도) (STB: Motorola)
-BandBroadband: Monthly fee $21 (STB: Digeo)

http://www.timewarnercable.com/stjohn/products/dvr/multiroomdvr.html

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.





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

24

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



house
TV

Time shift TV/N-PVR Servers

IP STB


그림11 copy
















Access Network


BRAS


















IP Core Network


IP-TV Encoder/Streamer

IP-TV Headend









Multicast (PIM, IGMP Multicast: Live Broadcast)



Unicast (RTP, RTSP)


9
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.



house
TV

IP STB

그림11 copy
9
No HDD


Unicast

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




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

25

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


VDSL,
Ethernet,
FTTH




1107378_L1

Home

RG


DISH 811

Voice

Internet
















IP Network

IP-TV

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


n2o_1412_273812_3?1140061376
blue drum
N-PVR Server


IP-TV Headend

1107378_L1





PC

3G

WiBro

Recording 선택








Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

26

PoD (Program on Demand)

.축구: 1 경기당0.99 유로

.Big Brother: 무료




















house
TV

PoD Server
(일반VoD 서버임)

IP STB


그림11 copy
















Access Network

POP1


















IP Core Network

Versatel
IP-TV
Headend








9
Unicast

Multicast

Multicast




PP



MPEG2
4Mbps



POP2

POP3

POP3



광고제거된, 프로그램만있는MPEG2 file (4Mbps)



Live soccer program

7:00PM

10:00PM


5~10min.

광고제거된MPEG2 (4Mbps) file 생성


5~10min.

4 대POP의PoD server로전달


PoD 시청


Program 1

Program 2
Program 3

Program 4

Program 5






Versatel PoD

* 개인용Storage 필요없음


.Service Case Study

.Live 방송이끝난후가입자가원하는시간에프로그램을시청할수있는Unicast 서비스

.VoD service와같은로직임.






Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

27

house
house
Network-based Contents Sharing

house
STB

RG



















blue drum
blue server







































































IP-TV Headend


SGW/TGW


Public Internet


Value-added
Services


Application Services

blue drum
blue server
Contents Sharing Server

blue drum
blue server
blue drum
blue server
Contents Sharing
(Photo)

Contents Sharing
(Home Movie)

blendedhurricane
wedding
blendedhurricane
wedding

그림11 copy

blendedhurricane
photos
STB

RG


그림11 copy

STB

RG


그림11 copy




.post your own content

.invite your own audience, your community






Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

28

Community TV

.고전적인TV 시청행태는방송사가보내주는프로그램을일방적으로시청함.

.1 세대Interactive TV는시청자와방송사간의Interactive Service(Traffic, Weather, Background Information Retrieval, Voting, Betting, etc.)임

.2 세대Interactive TV는시청자간Interactive Service로발전중

.예: AmigoTV

.Alcatel이개발한TV기반의Community Service.

.서로지리적으로떨어진장소에서TV를시청하고있지만, 가족이나친구들끼리마치한장소에서TV를시청하는것같은느낌을주는서비스

.AmigoTV introduces 3 features

.Voice Conferencing (VoIP)

.Multimedia Messaging

.Channel Presence


.2005년10월에스페인에서시연함.







Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

29

Community TV



Voice chatting over football, with the personal avatars

AmigoTV community portal, buddy mosaic



Emoticon Push

아바타
-Buddy와Buddy의현재감정을표현하는몇개의이미지로구성(유료컨텐츠)
-Buddy가Webcam을가지고있으면PiP (Mosaic) 방식으로비디오통신도가능

Multimedia Emoticon Push
-Pre-defined audio-visual messages
-감정과기분을Community Buddy들에게표현하는수단

나=John

내가보고있는채널= VT4 챔피언스리그

Peter (with Webcam)

Jan (with Webcam)

Buddy Presence Info.

Harry (Avatar)



축구동호회
(affinity group)
Buddy List

응용1
-맥주이모티콘(CASS)를붉은악마회장이날림.
-시청자: 문득!!! 이모티콘을클릭하여매주구매. 최단거리점포에서10분내배달

* 통신사업자와TV 포탈모두서비스가능(Presence, Voice/Video conferencing, Channel Presence, Chatting, etc.)
* 통신사업자의차별화포인트: KT 가입자간Community TV 서비스에서Voice/Video conferencing의QoS 보장가능(KT IP망과연동)

Jan이보고있는채널= VT4

각Buddy의Channel Presence 정보도서버에서알고있어야함.

그림바꿀것White paper껄로








Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

30

버디관리: PC에서Web으로

Network Operator

blendedhurricane
blendedhurricane
zidanevslagalaxy3

Community TV Server
(Network operator)

Kreatel%2520IP-STB%2520with%2520remote
Kreatel%2520IP-STB%2520with%2520remote





















IP-TV
Headend






blendedhurricane
zidanevslagalaxy3
Kreatel%2520IP-STB%2520with%2520remote



그림6


Live TV Program

1107378_L1
















Affinity Group의Community Portal 카페생성과Buddy 관리(추가, 삭제), Personal Avatars/Emoticon 관리는PC로웹인터페이스로수행함.


zidanevslagalaxy3



Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

31

Business Model: 유료서비스

Network Operator

blendedhurricane
zidanevslagalaxy3
blendedhurricane
zidanevslagalaxy3
Broadcaster


Community TV Server
(Network operator)

Kreatel%2520IP-STB%2520with%2520remote
Kreatel%2520IP-STB%2520with%2520remote





















IP-TV
Headend






blendedhurricane
zidanevslagalaxy3
Kreatel%2520IP-STB%2520with%2520remote



그림6

그림6

Advertise Emoticon in Overlay

축구동호회(붉은악마)의
TV Community


Live TV Program

.Basic Package: Monthly fee-Voice Communication

-Basic Avatar Packs

-Basic Emoticon Packs

-Community Management Support .Feature-based-Avatar 유료구매-Emoticon 유로구매-Voice Masking 유료구매




.Per-Use Basis-Pay for communication

-Pay for number of emoticon sent

-…




헤딩

패기




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

32

Business Model: Emoticon Advertisement Revenue

Network Operator

blendedhurricane
zidanevslagalaxy3
blendedhurricane
zidanevslagalaxy3



그림6
Broadcaster.Advertisement Revenue

.Interactive TV: SMS, Betting



Viewer 1

Viewer N

blendedhurricane
zidanevslagalaxy3

광고주






















$$

30초광고

Network Operator

blendedhurricane
zidanevslagalaxy3
blendedhurricane
zidanevslagalaxy3
Broadcaster.Advertisement Revenue

.Interactive TV: SMS, Betting



Viewer 1

Viewer N


Community TV Server(Network operator)
Kreatel%2520IP-STB%2520with%2520remote
Kreatel%2520IP-STB%2520with%2520remote





















IP-TV
Headend






blendedhurricane
zidanevslagalaxy3
Kreatel%2520IP-STB%2520with%2520remote



그림6

그림6

cass
cass
Advertise Emoticon in Overlay

cass
cass
광고주



$$

광고
이모티콘




축구동호회(붉은악마)의
TV Community


Live TV Program




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

33

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




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

34

Community TV

.MyOwnTV

.Alcatel이개발한TV기반의Community Service.

.AmigoTV는Community Buddy들의방송화면에개인의아바타, 이모티콘, 채팅내용을오버레이시켜Buddy들간에통일채널방송을보면서자신의감정을표출하거나통신할수있는서비스임.

.즉배경에해당하는방송컨텐츠는방송사의컨텐츠임.

.MyOwnTV는개인이컨텐츠를Community에제공하는서비스임.

.2005년10월에스페인에서시연함.







Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

35

Community TV: MyOwnTV







Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Document ID:

36

Caller ID (IPTV + Voice)

callerID
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



homeipphone
remotecontrol



Title: IPTV 서비스의진화-Personalization, Community and Communication Service

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Date: 2006-02-15

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Document ID:

37

gangchon_cc13
car_Grandeur
Follow Me TV: IPTV + Wireless (WiBro)

followmtvhandheld2
house
Little
blendedhurricane
Little





RAS


ACR






STB


dslaccessnode1-s

TPS
RG

7450_blue
ADSL2+

7450_blue
그림10 copy


blue drum
blue server







































































IP-TV Headend


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


SGW/TGW


Public Internet

Residential TPS Services

Mobile TPS Services

DSLAM

Metro Ethernet

BRAS

그림11 copy

Value-added
Services



Application Services

blue drum
blue server
AS

blue drum
blue server
N-PVR server

blue drum
blue server
blue drum
blue server


























































IP/MPLS
Core

RAS


























































followmetvcarsm
Little
1. Live TV (Multicast)

2. Pause

3. Play



4. Time-Shift TV (Unicast)

5. Pause

6. Play


7. Time-Shift TV (Unicast)




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

38

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”



familyfinderfullscreen
Ann is here.

Familyfinder menu


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




Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

39

Location Based Service





Title: IPTV 서비스의진화-Personalization, Community and Communication Service

netmanias

Version:

Date: 2006-02-15

Pages: /37

www.netmanais.com

NetmaniasConfidential








Document ID:

40

유무선통합메신저



videophone



PSS
(NoteBook)



PB170003



SIP Phone

STB




PC


GW

POTS




Wireline IP access
(xDSL, FTTH)




HGW

RAS


PSS (PDA)

UE

WiBro

3G




Premium IP Core
(IP/MPLS)

NACF




AN

SER

ACR


GGSN

RACF (PDP)

DHCP, AAA, Subscriber Profile DB


유무선통합메신저
서버

msn
msn
msn
msn
msn
msn
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
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