IPTV

IPTV the journey to personalized TV

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Contents:

Introduction

The digital natives are growing up

A completely new consumer experience

Ready for Personalized TV

The road to the Individual TV Experience

The introduction of IMS-TV

Creating a mass market for IPTV

Winning the battle for the Connected Home

New services supported by advertising

Managing more content on more platforms

More complexity – but more help

Stay ahead of the game

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Introduction

Over the last decade, Pay-TV platform operators have adapted

their technologies and business models to incorporate digital TV,

interactivity, video-on-demand (VOD), personal video recorders

(PVR), and more recently, HDTV. Not surprisingly, most of these

innovations have been focused on the home television set –

which is where the TV industry has traditionally made its living.

The changes during the next 10 years

will be equally exciting – and possibly

even more significant. That is because

television will start to converge with

fixed-line and mobile telecoms, and

entertainment and communications will

blend into unified service propositions.

Viewers will be offered Internet-sourced

video alongside traditional television

and VOD as part of an increasingly

personalized TV experience.

Consumers will be able to access

their converged multimedia services

on television, through their PC or on

handheld devices including mobile

phones.

This paper outlines our vision for the future of television and

illustrates how all these consumer propositions are possible

today. It shows how operators can adapt their networks and

service layers cost-effectively to make personalized TV a reality.

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The digital natives are growing up

Convergence-led TV experiences are the necessary response to

a revolution in multimedia consumption over the last five years,

which has been brought to prominence by headline figures for

Internet video downloads, the growth of social networking, and

an increasing acceptance of time-shifted television.

Young consumers – the so-called ‘digital natives’ - have been

watching less linear broadcast TV and more on-demand

content on the television, PC, and mobile phone. They have

been pursuing converged entertainment and communication

experiences that are sometimes solitary but often sociable and

always built around personal content preferences.

The impact on the television industry would have been greater

if the digital natives were older, making the purchase decisions

when choosing a Pay-TV or triple-play provider. But they are

growing up. As more digital natives become heads-of-household,

and as older consumers adopt more personalized entertainment

habits, the television and communications landscape will start

to alter – slowly at first and then, as competitive pressures are

brought to bear, rapidly and dramatically.

Figure 1: Typical content consumption by the digital native on entry to theworkforce

The Individual TV Experience

The post-digital, post-wireless, post-Internet generation thinks

and behaves differently than their parents. Ericsson Consumer

Lab investigated their desires as part of a global study covering

35,000 consumers. They identified four key requirements for

next-generation TV. These are ‘TV that is personal’, ‘TV that

connects me to everything’, ‘TV that is high quality’ and ‘TV that

is worth the money.’

‘TV that is personal’ means people want to control what they

watch, when they watch it, and which devices they watch it

on. They want the ability to time-shift their viewing and want

to be able to transfer content from one device to another, like

from the home television to their mobile phone when they

leave the house. They only want advertising messages that

are relevant to them, and they want user-generated as well

as professionally produced content because, for them,

entertainment is entertainment.

During this extensive consumer study, it became obvious that

younger consumers want to communicate, share content,

view content and even produce content – all at the same time

on the same device. ‘TV that connects me to everything’

represents this vision of customers living their lives online and

on three screens.

‘TV that is high quality’ means consumers want to be entertained

and never bored. They will only accept high picture quality and

are unforgiving of performance glitches. They want great HDTV

for their widescreen TVs. All services must be easy-to-use

whether viewed on TV, PC or mobile phone, and must allow

users to quickly find the content they want. Consumers want

the same functional choices whether they are watching their

60 inch plasma, laptop or mobile phone.

For television to be ‘worth the money’ it must be valuable to

consumers but also affordable as a monthly subscription.

People are willing to pay for services that address an urgent

need, have a social element such as peer pressure or status, or

which are convenient.

The Individual TV Experience accepts the desires and demands

of modern consumers and will quickly appeal to all age groups.

It provides a clear roadmap to make them a reality. It is

consumer-focused, and is designed to make all customers

happy, make them loyal, and encourage them to spend more

money with service providers.

The “digital natives”A new generation is emerging

10,000 hours of mobile phone use

250,000 emails,IM, and SMS

Source: Digital Natives Project (2007), Pew Internet & American ife Project (2007), Financial Times (September 20, 2006)

5,000 hours ofvideo game playing

3,500 hours of onlinesocial networking Sharing/

Blogging

Content creatorsand multi-taskers

Consantlyconnected

Technologicallyliterate

Different expectationsabout work and play

My Space/YouTube

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A completely new consumer experience

The evolution towards a more personalized TV experience has

already begun, as the uptake of on-demand services illustrates,

especially on cable where VOD has been available longest.

Driven by catch-up content (from broadcasters like the BBC and

Channel 4), 52 percent of TV customers at UK cable operator

Virgin Media are regularly using the on-demand service.[1] At

US cable operator Comcast, viewers have been watching 130

million hours of time-shifted content each month[2] while in

IPTV, the Verizon FiOS TV VOD library offers more than 11,000

titles per month, 70 percent of which are free.[3]

In mature on-demand markets, content owners (including

broadcasters) are warming to the concept of time-shifting,

thanks partly to the reports they receive on how consumers

interact with their content. Some are shunning the relative

simplicity of live, off-air ingest and recording mechanisms, and

instead pre-preparing their catch-up programs as if they were

VOD movies, so they can include promotional materials.

An increasing volume of television content is being made

available for managed network, time-shifted television. The

successful BBC iPlayer has been replicated on UK cable in

this way, and managed network catch-up now accounts for

approximately one-third of all BBC iPlayer views.[1]

IPTV operators like Orange in France and PCCW in Hong Kong

have illustrated the power of on-demand and have gone further

by delivering content across multiple platforms to multiple

screens. They are showing the way towards a personalized

TV experience but for telecoms operators there is much more

to come – including truly converged, blended television and

communications services.

IMS changes everything

The introduction of IMS (IP Multimedia Subsystem) to the

television environment represents a paradigm shift that will

enable completely new experiences not possible before.

The impact of IMS-enabled TV will grow dramatically over the

next few years.

IMS-TV delivers a number of compelling consumer propositions.

It enables people to access content that is stored inside their

home from any device and from any network outside the home,

or log into their personal profile for their IPTV service from any

network. It enables people to remotely control their TV services

via personal mobile devices, like setting program reminders and

scheduling recordings, or checking what people are watching

in the home.

With IMS-enabled TV, users can transfer TV sessions between

devices, including from a TV to a mobile device or from a mobile

device to the TV. Entertainment and communications can be

blended so that television includes presence and on-screen

Instant Messaging. Television subscribers can make use of a

convenient, presence-enabled address book.

Consumers can adopt separate user IDs within the home to

support the personalization of content and advertising they

receive. IMS-TV also enables open Internet and managed

network services to be delivered on the same devices.

Figure 2: Expanded capabilities of IMS

[1] Virgin Media press release, February 2009

[2] Comcast press release, March 2008

[3] Verizon press release, October 2008

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Connected consumers

The ultimate vision for telcos is an IPTV service that puts

each user at the center of their own entertainment universe,

connected to all the content and services they care about, and

all the people they care about, all the time. Consumers will have

always-on access to the IPTV platform regardless of device,

location or network. They will find services, and services will

find them.

We believe that in time, IPTV will come to be viewed as the

entertainment element of a unified home service that will

also include communications (wireless telephony, electronic

messaging, instant messaging, intercom, voice/video

conferencing) and security (in-home monitoring, intrusion

detection, remote video surveillance).

There will be home service applications provided and managed

by the network operator, including off-site storage, presence,

calendar synchronization, collaboration, and health services.

This long-term vision for IPTV is a completely new consumer

experience. It requires an understanding of how television will

operate in a wider context, and a new approach to building and

maintaining video delivery networks.

Above everything, it requires convergence. It needs IPTV

networks that are built upon open standards, where multiple

component parts are interoperable and where systems can

be swapped in and out with plug-and-play convenience. It

needs unified intelligence that tracks each consumer, their

requests and their consumption, wherever they are. It requires

all-encompassing management systems, including provisioning

and billing. And it cannot be achieved without content delivery

that is totally rationalized and cost-effective.

Ready for Personalized TV

Digital natives will be early adopters of personalized TV but history

tells us that new multimedia behaviors and expectations are

learnt within families and workplaces, and across generations.

For this reason, we expect all television providers to adapt

their networks and delivery technologies to deliver the Individual

TV Experience.

This includes cable and satellite operators as they evolve into

integrated service providers, with Voice over IP and mobility via

partnerships or their own networks.

However, we believe that telecom companies will lead the way

to personalized TV. This is partly because they are IP-centric,

partly because of their wireless heritage, but mainly because

they have the most to gain from change. As late entrants to

the Pay-TV market, IPTV operators need further service

differentiation to sustain continued growth. By pioneering

converged TV experiences, they can take a leadership position

and revolutionize triple-play services.

The road to personalized TV – what we call the Individual TV

Experience – begins with great television. Service providers who

want to embark on this journey need solutions partners who can

help them deliver best-in-class IPTV today and help build the

IPTV platform of tomorrow.

Building blocks for success

The technology and service enablers for a personalized,

cross-platform and converged television experience are now

available. TANDBERG Television and Ericsson provide many of

the key technologies and we work very effectively with third-party

vendors to develop and implement comprehensive solutions.

We provide the expertise needed to prepare networks, service

layers and services for a low-risk and cost-effective migration.

Our capabilities include:

• Video processing solutions that maximize picture quality

and minimize bit-rates (including SD and HDTV encoding

and turn-around). Ericsson and TANDBERG Television have

provided over one-third of the IPTV headends deployed

worldwide[4], thanks in part to our award-winning iPlex™

video processing platform. This combines high-density

encoding, transcoding and transrating and allows operators

to input virtually any video format and resolution and convert it

for nearly any consumer playout scenario.

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TANDBERG Television pioneered next-generation compression

(as we did MPEG-2) and we have progressively cut the bit-

rates needed for very high quality broadcast TV. We provide

the picture quality differentiation needed in a competitive

Pay-TV market, plus the multi-stream SD and HD that makes

multi-room TV and multi-channel PVR recording a reality.

• VOD and Time-Shift Television solutions that scale economically

to cope with more unicast video services, including

catch-up TV and network PVR. Our Emmy® award-winning

OpenStream® Digital Services Platform is powering some of

the largest on-demand catalogs on earth with operators who

really understand how to increase non-linear consumption.

• Comprehensive advertising solutions for linear, non-linear and

interactive TV, covering everything from local advert insertion

to targeted adverts and unified cross-platform campaign

management. Through our AdPoint® Advanced Advertising

Platform, we are preparing the ground for advertising models

that can exploit a more personalized TV environment and help

to pay for the introduction of advanced services.

• A Full Service Broadband Architecture that provides a

standards-based approach to converging fixed and mobile

networks. Because the transport layer is access agnostic

and independent of the service delivery capabilities in the

network, it costs less for our network customers to introduce

new access technologies and new services. Users can

access the network in a consistent way from wireless or wired

connections, ensuring economies of scale as operators deliver

cross-platform and converged services.

• Content management solutions designed to cope with

increasing volumes of on-demand content and television/

advertising delivered to multiple screens over multiple

networks.

• IPTV middleware supporting must-have television functionality

including nPVR, local PVR, multi-room and Picture-in-Picture

(PiP), over non-IMS or IMS-enabled networks. A PC Client

means consumers can enjoy a managed IPTV experience on

a PC, giving them more freedom about where they consume

content, and lets operators market a ‘try before you buy’

PC-based IPTV service or deploy IPTV without set-top boxes.

SVG (Scalable Vector Graphics) rendering technology delivers

HD graphics, faster animations and faster response times for

the TV portal.

• The world’s first commercially available IPTV middleware

that is integrated with IMS, which can be deployed in a

traditional (non-IMS) network or in an IMS-based network.

This makes cross-platform services and blended television/

communications services affordable and scalable. It gives

operators the flexibility they need to create, trial and deploy

personalized TV experiences.

• The Ericsson Connected Home Gateway, which gives

consumers the freedom to access and interact with their

home multimedia devices, services and media, wherever they

are. The gateway also enables one single entry point for IPTV

and multimedia telephony services into the home.

Understanding convergence television

We offer a deep understanding of the business and networks

of telecoms, television and mobile. This is backed by years of

consulting, systems integration, network rollout and network

management on behalf of large customers. There is significant

and sustainable in-house expertise and innovation that will

ensure we continue to be one of the world’s wired and wireless

TV/communications solutions pioneers.

Our experience across all platforms means we are well placed

to build hybrid broadcast/IPTV solutions, whether it is satellite/

IP, cable/IP or terrestrial/IP. We understand television, mobile

and broadband in their own rights, and have a unique ability to

help operators deploy the technologies and business models

that make convergence-led television a reality.

[4] MRG, September 2008

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The road to the Individual TV Experience

As wired broadband delivery capabilities increase thanks to deep

fiber access based on VDSL2 or GPON, and mobile broadband

evolves, the true potential of fixed-mobile convergence will be

unleashed.

Mobility will be an important part of IPTV development. Mobile

broadband will have a telling effect on the whole multimedia

marketplace as HSPA Evolution delivers upwards of 21 Mbps

and LTE makes 150+ Mbps broadband possible over cellular

networks. By 2013, there will be well over three times as many

mobile broadband subscribers as fixed broadband (internal

Ericsson forecasts). Consider the potential for fixed/mobile

service convergence in this environment.

Research company IDC questioned 1,000 consumers aged

12-35 and 750 IT managers from the US, Italy, UK, Australia

and South Korea, and found that one-fifth would pay for

access to all multimedia content from any device, anywhere.

IDC’s independent Global Multimedia Report, published in

2008, predicted dramatic expansion of convergent multimedia

services through to 2011.

These services are access-agnostic, with a mobile and fixed

component offered by a single service provider over a converged

network infrastructure. IDC reckoned these were worth less

than USD 100 million in 2008 but said they will value nearly USD

3.5 billion by 2011.

Figure 3: Fixed mobile convergence

Network and services infrastructure

For IPTV providers who already offer best-in-class linear and

non-linear television, there are two immediate challenges.

First, develop network and services infrastructure that

are convergence-ready. Second, develop convergence-

focused consumer services that generate new revenues,

attract new subscribers and strengthen relationships with

existing customers.

Because television requires extremely high availability, high

capacity and high quality-of-service (low delay variation and

no bit-errors), IPTV puts completely new demands on the

broadband access and metro-Ethernet transport network.

In terms of network infrastructure, operators need high-

speed ubiquitous broadband via fixed and mobile, including

a standards-based Full Service Broadband network (with

Multi-Edge Access routers) to enable fixed-mobile convergence.

The network has to be able to manage issues such as:

End-user requirements Network impact

Quality of ExperienceRedundancy with fast convergence

and First mile Quality, FTTx

3-playQoS and traffic separation to

guarantee high priority services

Large channel selection Efficient multicast

More than one TV First mile capacity (VDSL2 or Fiber)

Personalized TV (nPVR, VOD, Time-Shift TV etc.)

Distributed cachingAccess (Check capacity at

session start, guarantee capacity during session)

HDTV First mile capacity, MPEG-4 AVC

Network impact of end-user requirements when delivering IPTV

To deliver a high quality, truly personalized television experience,

operators need a high degree of integration and management

control over the following areas:

• Traffic separation methods

• QoS

• IP address management

• RGW alternatives

• Resource Access Control System

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• Service Access Control

• Multicast control signaling

• Access nodes

• Metro Aggregation

• Edge node

• Metro and Core Transport

• Headend

• Hybrid DVB & IP architectures

• Security Aspects

• Microwave transport

• Unicast distribution

But perhaps the greater challenge is how network operators

manage their multitude of services within a unified architecture

and back office - an example of this being IMS-IPTV. To provide

the flexibility and adaptability to bring new services to market

quickly, we believe they must evolve a Service Orientated

Architecture that draws together applications, the Service

Delivery Platform, managed networks and the connected home.

And based upon these foundations, IPTV providers will be able

to deliver consumer experiences that truly differentiate them

from rivals.

The value of standards

Open standards like IMS and OIF (Open IPTV Forum)

conformance and those being created within the ATIS IPTV

Interoperability Forum (IIF) will be key enablers. These provide

the interoperability that will enable convergence-led service

innovations in a timely and cost-effective manner. We believe

IMS-based TV is the most suitable standards solution for IPTV

over managed networks and that IMS is a prerequisite to a truly

converged TV service.

With traditional TV middleware solutions, the middleware is

custom-made for a particular set of hardware and often adapted

for a particular customer (vertical solutions).

This means developing and launching additional applications for

IPTV services has been costly, if possible at all. Adding support

for multiple suppliers of different components (like set-top boxes

and video servers) has also been complex and it has not been

possible for third-parties to create add-on applications without

substantially modifying the operator’s IPTV network.

Until recently, IPTV has lacked a holistic approach to

standardization. There have been only limited attempts to enable

IPTV to exist as one application area in the wider context of an

operator’s business. Thus, all use case scenarios that involve

interaction with other operator subsystems require a specific

implementation to be integrated with a vertical IPTV solution.

Furthermore, this implementation is normally not reusable in

other use cases. IMS changes this.

IMS can be exploited to deliver communication enablers such

as presence, messaging, multimedia telephony and chat,

among other things. The implementation of standards IPTV

middleware enables the operator to think of IPTV as one service

among others.

As the IMS-based TV middleware resides in an access-

dependent network, users will be able to access the features on

a TV screen, a PC or a mobile device in a seamless way. This

requires that client devices evolve to a common standard to fit

the middleware, rather than the middleware being specifically

adapted to a selected set of end-user terminals.

Open standards are not just important for operators individually

– they will also play a crucial role in effecting the successful

implementation of IPTV services globally by providing the

industry with economies of scale. History proves that for network

operators, open standards mean more competition, sustained

competition, and lower prices. For consumers, standards are

always good news. That is why we are such strong supporters

of standardization efforts.

Figure 4: Importance of standards in terms of driving interoperability

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The Introduction of IMS-TV

TANDBERG Television and Ericsson started demonstrating real

examples of what IMS-enabled television looks like in 2008. We

have showed how an IPTV service can recognize the presence

of consumers and their friends across multiple devices (and

networks). We have also demonstrated how someone can

access music files stored on their home PC from their mobile

phone, using a combination of IMS and DLNA (Digital Living

Network Alliance) standards to instigate an upload/download

or QoS enabled streaming session for any multimedia content.

Thus users can access television, pictures, personal video, etc.

anytime, and virtually anywhere.

When IPTV middleware is pre-integrated with IMS it opens

the way to a number of service innovations with obvious

consumer appeal. One example is Broadcast Reminder, where

a consumer sets a program reminder and, if the television is off

when the reminder is due, the message is sent to their mobile

phone. Another is extended parental control, where children can

request permission from a guardian to watch a VOD movie that

is outside their age rating thanks to SMS messaging between a

set-top box and mobile phone.

These are real examples of IMS-enabled IPTV applications

that are possible today. These services meet the expectations

of an Individual TV Experience. They are also ‘out-of-the-box’

blended services, but if operators are using an IPTV middleware

with standardized technologies and interfaces, many more

applications like these can be built with relative ease.

Indeed, IPTV providers should consider the many applications

and services that have yet to be invented when considering the

value of standards. Our advice is to build platforms that, above

everything, are adaptable. Beyond the current generation of

VOD and television services, there really is no template for IPTV,

so it can be whatever operators want to make it – if their IPTV

solution gives them the freedom.

Eventually all content delivery will involve IP video and all major

Pay-TV providers will have bundled services. One day, everyone

will be fully two-way enabled and interactive. So at that point, it

will be new applications and the speed they can be deployed,

and the cost of delivering them, which will set operators apart

from their rivals.

IP will cease to become a differentiating factor between

competing access networks, but the way IP-centric networks

are built and the type of service delivery platforms used will

certainly make a difference to business prospects. The fact

is, not all personalized TV networks are going to be created

equal. Some will encourage continued innovation and others

will inhibit it.

Winning the battle for the Connected Home

Standards will drive down the cost of customer premise

equipment, promote innovation and help IPTV providers win

the battle for The Connected Home. Consumers want access

to multiple sources of content, including off the managed

IPTV network and the open Internet (including user-generated

content). They also want access to content in the home when

they are outside the home. This is not just possible; it is also

affordable, in a standards-driven environment.

The Ericsson Connected Home Gateway is compliant with

telecom and CE standards such as IMS, OIF and DLNA,

ensuring interoperability and ease-of-use between a wide range

of commercially available devices. The new range of enriched

services can therefore be launched quickly, without the expense

and inconvenience of developing specialized devices.

The Connected Home Gateway provides a secure connection

between a consumer’s digital home network and the telecoms

network, and a single point of entry for IPTV and communication

services, such as multimedia telephony. Consumers can then

use their mobile devices (like a laptop) to communicate directly

with their computer, TV or media player. This allows them to

access their media libraries while on the move. They could share

photos and videos with their family and friends, for example.

In this environment, service providers can deliver Web-sourced

multimedia content and video from the managed network as

complementary services, to multiple screens in the home.

Operators should aim to offer their customers managed TV

services on the PC (via a PC IPTV client) and open Internet

services, like user-generated content, on the television set.

After all, the future of IPTV is about giving consumers what

they want. If managed network operators do not do this, digital

natives (and increasing numbers of digital immigrants) will go

elsewhere. By harnessing over-the-top content, operators can

maintain the physical and commercial relationship with their

end-user whatever they are watching. And as the company

that gives consumers the multimedia freedom they crave, IPTV

operators are providing a value-added function that they can

seek to monetize.

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Figure 5: Any service, anywhere, on any device

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New services supported by advertising

One way to monetize the new services made available as part

of the Individual TV Experience is advertising. Indeed, operators

should look now at how their advertising model can evolve in

parallel to the introduction of personalized, cross-platform and

blended service experiences. Advertising can and should be

built into the Return on Investment calculations.

Consumers have a limited budget and will only commit a

certain amount of their money to subscriptions so the more

new, innovative services an operator adds, the more they are

likely to need advertising support. On the other hand, the more

personalized and interactive the television model becomes, the

more relevant television becomes to advertisers again.

Television must face up to the continued threat of Internet

advertising and any television strategy must deliver Web-type

capabilities including contextual advertising.

To guarantee their position as an attractive vehicle for advertisers,

IPTV operators must demonstrate some key attributes. These

include a sufficiently large number of viewers, the ability to reach

the desired target audience, the ability to accurately report on

audience appreciation, and the opportunity to orchestrate a

cross-media campaign as a single, unified program.

Telcos need to prepare the ground for advertising models that

can exploit a more unicast environment, with support for VOD

advertisement placements, telescoping adverts and targeted

advertising, as well as local and linear advertising.

In the on-demand environment, adverts could be changed

according to the time of day, day of the week or season of

the year. Ultimately, commercials can be dynamically reviewed

according to who is watching the time-shift session, where they

live and what their interests are.

Service providers have to manage the complex asset

management for the video and its accompanying ads. They

need to control advertising campaigns and report their results.

Unified, cross-platform advertising

Telcos should seek to exploit their growing audiences across

different platforms and deliver relevant adverts to a customer

through any service or application they are using. This can

be supported by unified advertising management for all IPTV

services over all platforms. It should include ad orchestration,

which enables synchronized cross-media advertising campaigns

and provides a way to connect the media buyer’s ad inventory

to its target delivery platform.

With a unified cross-media advertising solution, television

providers can target selected groups of users over one or

more delivery platforms. We have dubbed this concept ‘the

Virtual Channel®’ because it treats the placement of advertising

messages as if it is a single entity, regardless of product, network

or device.

By addressing different micro-markets as a single entity, the

advertiser is offered a combined macro-market of substantial

size that will be complementary to other conventional forms

of advertising. Telcos can also give advertisers a range of

addressable demographic (or otherwise) targeted groups as a

single virtual channel, regardless of device, and enable them to

run a cross-platform media campaign as a single contract.

When combined with the ability to achieve individual household

fulfillment, and instantaneous measurement of consumption,

this amounts to a compelling case for a new age of television

advertising.

“In the future, individuals are going to get content by doing

a transaction; they will sell their personal attention for 20

seconds to an advertisement, in return they will get a piece

of free content. To have advertising targeted specifically at

individuals is revolutionary and could make advertising in the

future enormously more effective than it has ever been in the

past, and more significant financially too”.

When an IPTV operator delivers personalized TV experiences with

relevant advertising that reaches target audiences wherever they

are, they will be rewarded with a share in advertising revenues.

One of the many changes we expect in the next few years is

the development of new partnerships and business models

between the operator, content and advertising communities.

(Peter Bazelgette, ex-Endemol UK and Creative Director of Endemol Group worldwide)

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Managing more content on more platforms

Continued growth in on-demand content, increased interest

in multi-device video services, and the need for cross-

media advertising all means that a new approach to content

management is required. Operators will need more sophisticated

content management systems (CMS) that can handle content

(including advertising) assets in multiple formats and with

accompanying metadata and content rights.

In a personalized TV environment, content is still king, but the

king wears many different robes. So another building block for

the Individual TV Experience is a CMS that provides a single,

scalable solution for all platforms. It should have a centralized

metadata and content library to allow for the management of

any metadata format and any content type.

Content management solutions should give operators

exceptional visibility of the content that enters their library,

throughout the content lifecycle. They should also ensure

operational efficiency through the automation of customized

content processing via rules management.

Such a solution will enable the expansion of on-demand assets

and cross-platform delivery without an accompanying increase

in errors and operational costs. It will decrease per-title content

processing costs, enabling more efficient management of the

large content libraries that are an integral part of the personalized

TV future.

A next-generation CMS will accelerate VOD business

opportunities over any distribution platform (including expansion

from TV to mobile and broadband). This includes control of

promotion, placement and pricing.

Operators cannot afford to ignore the Individual TV Experience

so they must not allow content management concerns to stand

in the way. This is one more hurdle in the race to become

the most innovative and sought-after television experience

provider. Next-generation Content Management Systems will

keep you moving.

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More complexity – but more help

Because so many of the services and applications of tomorrow

rely on cross-platform and cross-service convergence, it is

important that operators build openness and standardization

into their networks and service layers now. In a competitive

marketplace, they may only have one chance to get this right.

Creating the next-generation TV experience is not something

an operator has to do every day but at TANDBERG Television

and Ericsson, we do spend every day figuring out the best

ways to combine fixed-mobile convergence, video processing,

VOD/Time-Shift TV, advertising, content management, IPTV

middleware, IMS-TV and residential gateways, and plenty

more too. Our expertise, as well as our products, is what

makes us different.

The Individual TV Experience is totally achievable but it requires

a combination of skills taken from the world of telecoms and

television. It needs the ability to build hybrid broadcast/IP

networks. It needs vendors whose experience reaches wider

than television, and further than mobile, and beyond the limits of

fixed-line broadband.

To exploit this convergence opportunity, vendors need a deep-

rooted knowledge of how to build revenue-generating services

across multiple networks. They need systems integration

excellence in each segment and - crucially - an umbrella

understanding of how they fit together to create the consumer

experience of the future. This is what we are referring to when

we talk about a ‘Prime Integrator’.

We are exactly this kind of partner. We have a heritage of

delivering best-in-class video across multiple platforms to

multiple screens. That includes IPTV, satellite, cable, digital

terrestrial (DTT) and mobile, and covers the content contribution,

acquisition, turn-around, distribution and transmission functions

of video delivery. Our experience across all platforms means we

are well placed to build hybrid DVB/IP solutions.

We deliver optimized IPTV network infrastructure, including a

full range of access, optical transport, edge routing and IMS

systems. We offer authentication, roaming and policy control

for mobility, and the foundations for integrating wireless and

wireline packet based access networks.

We provide consultancy, business transformation and project

management. Ericsson’s consulting organization can guide

customers through the key decisions and implementations

needed to achieve ongoing business success, covering

operational consulting, strategy consulting and technology

consulting services. We can manage and even host networks

for customers and deliver service management, revenue

management and business management.

Local Service Delivery

Global Service Delivery

Figure 6: One global service delivery organization with over 24,000 employees worldwide

15

The proof

The Ericsson group has over 2000 broadcaster, network

operator, content owner and programmer customers around

the world. We have deployed more than 240 headends with

over 15,000 IPTV channels. Fifteen of the top 20 IPTV providers,

and 200 in total, use Ericsson solutions for television (where two

or more Ericsson solutions are used, e.g., Redback Networks

and TANDBERG Television).

Ericsson transport solutions are used by Chunghwa Telecom,

Telefonica, Deutsche Telekom and Belgacom. Six of the ten

largest IPTV deployments use Ericsson IP for multi-access

edge solutions including Chunghwa Telecom, Korea Telecom,

PCCW, Neuf Cegetel and China Telecom. Four Tier-1 telcos use

Ericsson GPON/VDSL2 for wireline access including AT&T and

Deutsche Telekom.

Eighty five percent of US cable operators use our Emmy®

award-winning VOD back office. We have delivered more

than 100 fixed broadband access networks and more than 60

end-to-end mobile TV services (48 of them use Ericsson access).

Mobile TV deals include Siminn in Iceland, Telefónica in Spain,

Celcom in Malaysia, and Cellcom in Israel.

Our capacity to act as Prime Integrator is witnessed by OTE

SA (delivery and management of IPTV), Cingular (nationwide

merger of networks and migration to WCDMA and HSDPA,

etc.), Sprint (multi-vendor IMS) and Telecom Italia (fixed/mobile

convergence, IMS, OSS, multimedia services, etc.)

As an international group with 29,000 employees in services,

operating in 140 countries and with a portfolio of over 20,000

patents, we have the resources to help shape the IPTV of

tomorrow as well as today. No other company is better placed

to deliver the convergence-driven scenarios that consumers are

now demanding. In short, we provide the know-how to make

the Individual TV Experience a reality.

Global Headquarters Americas

TANDBERG Television, Inc.

4500 River Green Parkway

Duluth, GA 30096

USA

Tel: +1 678 812 6300

Fax: +1 678 812 6400

[email protected]

EMEA Headquarters

TANDBERG Television Ltd

Strategic Park

Comines Way

Hedge End

Southampton

SO30 4DA

United Kingdom

Tel: +44 (0) 23 8048 4000

Fax: +44 (0) 23 8048 4003

[email protected]

Asia Pacific Headquarters

TANDBERG Television

Suite 1101-8, 11th Floor

Nan Fung Tower

173 Des Voeux Road Central

Hong Kong

Tel: +852 2899 7000

Fax: +852 2899 7100

[email protected]

www.tandbergtv.com/vision