Transcript スライド 1 - Tistory

Present Status of IPTV
Deployment in Japan
Masahito Kawamori,
NTT
Agenda
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Background
IPTV service deployment by NTT Group
Standardized IPTV: NTT’s Approach
Conclusion
What is IPTV?
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IP-based Video-centric service, usually provided by
Telcos
Often coupled with other multimedia services such
as text, graphics, and also with more enhanced
interactive services like e-commerce
Perceived to have an infinite possibilities, and may
encompass broadcasting in the future
IPTV Market
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IPTV Market has grown rapidly in 2006.
IPTV terminals sales increased 150%
Service Provider revenues have increased
178%
Many services based on Channel service
and Video-on-demand
Market Growth Projection
IPTV service deployment by NTT
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Hikari TV: NTT’s New IPTV Service
Services provided by Hikari TV
Strategies of Hikari TV
Hikari TV: NTT’s New IPTV Service
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NTT Group has launched “Hikari TV” service
in March 2008.
Hikari TV: NTT’s New IPTV Service
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It provides Video-on-Demand, Linear channel TV
service and others on NTT Group’s FTTH networks
“Flets Hikari Premium” and “B-Flets” as well as “Flets
HIKARI Next”, NTT’s new Next Generation Network
also started in March, 2008.
VOD service is offered by NTT Plala, an NTT
subsidiary, while Channel broadcasting is provided
by I-Cast
IPTV Situation in Japan before 2008
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Several Operators are already starting IPTV services
since 2004 and 2005.
The services vary, but mostly Video-On-Demand
streaming and Channel streaming service
Few, if not no, provide Download service
Most of them received by (proprietary) STB
Terminals are tightly coupled with the service -Traditional Vertical Model
No standard IPTV in the market yet
IPTV in Japan in 2008
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Standardized IPTV service specification
TV Terminals in retail shops in addition to
proprietary STB
Horizontal as well as Vertical business model
High Definition Video Content with Quality of
Service Management
Use of Metadata as Attractors
Strong Interactivity
NTT’s IPTV Services
Before 2008
4th Media
Content
aggregator
Broadcaster
(on NW)
4thMEDIA
JPC
etc.
OnlineTV
NTT-East
Carrier
(Access NW) NTT-West
Service
Provider
Plala
Networks,
Inc
Since 2008
On demand
TV
OCN
Theater
HIKARI TV
ITOCHU
etc.
NEO
Index
etc.
ITOCHU
etc.
I-Cast,
Inc
NTT-West
(NTT-EAST)
On
Demand
TV
I-Cast,
Inc
NTT-East
NTT-West
NTT-East
NTT-West
NTT-Com
NTT Plala
Services provided by Hikari TV
Services provided by Hikari TV
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Basic Service: Original Content, Shopping Channel,
etc.
Basic VOD Plan “Video Zanmai” : All you can watch
from 5000 VOD titles
Basic Channel TV Plan “TV O-susume”: 40 Channels
with no additional cost
Value Plan (“O-neuchi”): Basic VOD Plan + Basic
Channel Plan
Second subscription of any of the three plans in a household will
receive 1,050 discount.
Subscriber to one of the plans can receive the same plan with the
tuner-rental fee, if additional subscription with the Basic Service
Pricing
 Initial Price (Basic Service): JPY 5,250
(Free until 2008/9)
 Monthly Fee
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Basic VOD Plan: JPY 2,625
Basic TV Channels Plan : JPY 2,625
Basic VOD+TV: JPY 3,675.
Optional Service
 Karaoke : JPY 525/24 hours or JPY 1,785/Month
– Tuner Rental Fee
JPY 525 /Month
Strategies of Hikari TV
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Attractive Content Selection – including DTV
retransmission
High Definition Video
Efficient H.264
Standard-based
Metadata and attractors
Attractive Content
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Over 10000 VOD titles to choose from
About 5000 titles already included in the “Basic VOD
Plan”, which allows one to watch any of them without
any additional payment.(The largest number in the
industry)
Linear Channel Service includes 40 Basic TV
Channels, up to 75
Karaoke Service with more than 13000 song titles
will start this summer.
IPTV Retransmission of Digital
Terrestrial Broadcasting
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To respond to the requests from the user, as
attractive content, the retransmission over
IPTV of Digital Terrestrial Broadcasting will
be provided for NTT’s NGN subscribers.
The service area will start from Tokyo and
Osaka, and will spread to other areas as
NTT’s NGN service areas expand.
High Definition Video Quality
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Efficient and high quality Video compression
is achieved by ITU-T H.264, comparable to
current high definition videos broadcast in
MPEG-2.
High definition with H.264 is provided for
Video-On-Demand and Linear Channel
services as well as the retransmission of
Digital Terrestrial Broadcasting
Platform on Standardized IPTV Spec
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Platform is based on the specification recommended
by IPTV Forum (Japan), comprising CE
manufactures and service providers including NTT.
This specification is expected to be used commonly
for IPTV services in Japan.
This standardized IPTV service of NTT will expand
not only for STBs but also for Digital TV sets in the
open retail market, which will enhance the
serviceability of the platform and improve the user’s
benefits.
Standardized IPTV: NTT’s Approach
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The Background of IPTV services
Why Standards?
Taking Stock of DTV
IPTV Forum Japan
Popularity of Internet Access in Japan
Broadband Access in Japan
FTTH in Japan
Subs. [million]
30.00
Boradband users
25.00
Cable Internet
20.00
DSL
50% of households
FTTH
15.00
10.00
20% of households
5.00
0.00
2002
2003
2004
2005
2006
2007
51 million households
128 million people
2008
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Growth of Large Flat Panel TVs
over 30 [inch]
Units [thousand ]
3,500
Liquid crystal device (LCD) TVs
3,000
Plasma display panel (PDP)
TVs and monitors
CRT
2,500
2,000
1,500
1,000
500
0
2004
2005
2006
24
Why Standardized IPTV?
Pros and Cons of STB approach
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Pros:
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More Versatility and Adaptability
More Resources and Control on Terminal
Easier differentiation
Cons
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More expensive for the Service provider
More limited number
More control means more responsibility
How to Maximize the Market without losing Differentiation
Standardized IPTV as Market Driver
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Standardized IPTV will create a big market not only
for Content but also for various related services
Standardized IPTV will be the new platform for
communication and exchange
Players in the Content Eco-system will benefit from
Standardized IPTV
What would be the fast, implementable
standardized IPTV that responds to the
market?
Taking stock of DTV
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Television sets are currently ubiquitous
Many of the functionalities of IPTV can be
covered by Digital TV
Mature technologies are already in place
If those DTV sets are all IPTV-enabled, the
market for IPTV service will be propelled
A migration of DTV to IPTV would be one
direction in which Standardization should go
Standardized IPTV Terminals
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Standardized IPTV will be as ubiquitous as
present-day telephones and FAX machines
A wide range of selection and variety of
terminals will be in the market just like
telephones
Consumers can choose as they want;
Differentiation is promoted
Low-priced standard terminal would be good
for the wide acceptance of IPTV services
Example of Standardized IPTV (1)
Example of Standardized IPTV (2)
IPTV Forum Japan
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With the guidance of MIC, Consumer Electronics Venders, Telcos, and
Broadcasters in Japan formed a forum for standardizing IPTV
Contents Development Office
Ministry of Internal Affairs and Communications
Next generation broadband
Contents distribution forum
observer
IPTV Forum
IP Multicast WG
・Multicast service
・Re-transmission service
On demand WG
・VoD
・Download service
MIC
Steering
committee
PC distribution WG
32
Call for Unified IPTV Standard
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Carriers are expecting “Unified IPTV Service
Specification” would accelerate IPTV market
development
– TV equipped with IPTV functionality sold in retail
market is a key accelerator
• Government is now enforcing to develop this
unified IPTV specifications being able to cover
terrestrial retransmission
– IPSP, IP Service Platform for IPTV over Smart pipe,
managed network Re-transmission will be
integrated
– acTVila for IPTV over Dumb pipe, unmanaged
Hikari TV Portal
An IPTV Implementation based on DTV
functions
Video decoder
Communication
process
Audio decoder
Caption decoder
Presentation
process
TTS decoder
RT P/FEC
UDP
Decrypter
RTSP HTTP/TLS
TCP
IP
Physical Data link
Communication I/F
Demax
Descrumbler
Audio output I/F
Video output I/F
Select
program
process
VOD player
Storage
Device
BML browser
IGMP/MLD
EPG
Remote control I/F
ECG
CAS card
Remote control
Conclusion
NTT has started a new IPTV service, Hikari TV, in
2008
The growing popularity of Broadband and FTTH
services provide a mature environment for IPTV
services in Japan.
 Hikari TV basic strategies:
Standards-based platform
high definition, high quality content
Versatile and attractive content
Standardized IPTV is an important step for a wide
acceptance of IPTV.
Thank you!!