ADAMANTIUM Project:
WP6: Dissemination, Standardization and Business plan
WP 6: Dissemination, Standardisation and Business Plan WP6 Leader EHU Duration [M1-M30] Status Ongoing {D6.1i, D6.3i}
WP6- Main results achieved so far
ADAMANTIUM has performed significant dissemination activities during the first year, including dissemination of videos in YouTube, a considerable number of scientific publications in journals and conferences, organisation of an INFOday event and AMMO workshop. [Reported in D6.1i]
ADAMANTIUM has provided a first version of a Business Plan towards the exploitation of the project results. More specifically, indicative business cases have been defined, which could be possibly accommodated by project architecture. This activity will further support a more specialised business model, focused on the ADAMANTIUM case, by translating the formal description into roles and relationships between identified bodies within the business cases. [Reported in D6.3i]
ADAMANTIUM partners which are involved in ETSI TISPAN and Open IPTV Forum standardization bodies began the introduction of the project’s expected results to the representatives of these bodies, in order to anticipate for future contributions to those standardization bodies and groups during the second year of the project life [Reported on project Web site].
WP6Task 6.1 Dissemination
ADAMANTIUM Web Site
www.ict-adamantium.eu ADAMANTIUM logo
Contact link
Web page content
FP7 logo
Menu & Links
Home link
Logo
ADAMANTIUM Web Site
Dissemination & liaison activitiesEvent Place and
Date Type Purpose Description/Partner(s) responsible / involved
Brussels, Belgium
13-14 November
2007
Liaison Activity Networked Media Fall 2007
Concentration Meeting ADAMANTIUM presentation
Bled, Slovenia,
31/3 – 2/4/2008
Liaison Activity The Future of the Internet
– Perspectives emerging from R&D in Europe
Attendance to conference,
exhibition of the ADAMANTIUM project poster,
participation in the two-day Tech.
Workshops, with special interest in
the B01 – Networks and B04 – Content
sessions. Algarve, Portugal
16-17 April, 2008
Liaison Activity 1st FP7 Networked Media Concertation Meeting
Progress in ADAMANTIUM
Athens, Greece
19 Sep 2008 Liaison Activity
ADAMANTIUM INFODay INFODay open to the public. For photos from the event
please visit
http://www.ict-adamantium.eu/infoday.htm
ADAMANTIUM activity related to “The Future of the
Internet”
Ierapetra, Crete,
Greece, 16-18 July 2008
Dissemination Activity
ADAMANTIUM special section
Presentation of two papers at the
TEMU 2008 in the context of the ADAMANTIUM
Special Session
Saint Malo, France, 15
October 2008
Liaison Activity
Media Delivery Platforms Cluster Meeting, within 2nd FP7 Networked Media Concentration Meeting
ADAMANTIUM current status and
progress
Madrid, Spain, 9-
10/12/2008 Liaison Activity Participation at the 2nd
Future Internet Assembly EHU, DEM
Brussels, Belgium,
17/12/2008 Information Day
ICT/FP7 1st Coordinator's Day
DEM
Event Place and Date Type Purpose
Description/Partner(s) responsible / involved
Valencia, Spain
22-23 April 2009
Dissemination activity
ADAMANTIUM AMMO Workshop in ICAS/ICNS 09
ADAMANTIUM presentation
channel www.youtube.com/ictadamantium
ADAMANTIUM promotional video ~900 visits Video DEMOs
Publications
Conference or journal
Contributing partners
Title of publication Time of
publication Status
Annals of Telecommunications
EHU Feasibility of VoIP service
provision over QoS-enabled and Best-Effort UMTS networks
- Under review
IEEE Wireless Communications
Magazine EHU, DEM
QoE-driven Self-Adaptation Issues in Future Mobile Networks
- Under review
Journal of Visual Communication and
Image Representation (JVCI)
DEM A Framework for End-to-End
Video Quality Prediction of MPEG Video
- Under review
IEEE Transactions on Consumer Electronics
DEM
A Shot Boundary Detection Method for Low Bit Rate
DCT-based Video Encoded by Mobile Phone Codec
- Under review
Sixth International Conference on
Broadband Communications,
Networks, and Systems (BROADNETS 2009)
EHU Impact of the video slice size on
the visual quality forH.264 over 3G UMTS services
- Under review
Electronic Letters UoP Content-based optimal video send
bitrate adaptation -
Under review
Globecom 2009 UoP
A content-aware and network-aware send bitrate adaptation
scheme for MPEG4 video streaming over wireless networks
- Under review
IEEE Transactions on Video Technology
UOP Learning Models for Perceived Video Quality Prediction over WLAN and UMTS Networks
- Under review
Future Internet Conference Prague
2009 EHU, DEM
QoE and *-awareness in the Future Internet
May 2009 Accepted
Content-based Video Quality Prediction for
MPEG4 Video Streaming over Wireless
Networks
UoP Journal of Multimedia, Issue 2,
2009 April 2009 Accepted
PESQ and 3SQM measurement of voice
quality over live 3G networks
UoP International MESAQIN
Conference 2009 2009 Accepted
Content Classification Based on Objective
Video Quality Evaluation for MPEG4 Video
Streaming over Wireless Networks
UoP World Congress on Engineering, track on International Conference
on Wireless Networks (ICWN) July 2009 Accepted
Content Clustering-based Video Quality Prediction Model for
MPEG4 Video Streaming over Wireless
Networks
UoP IEEE International Conference on
communications (ICC) June 2009 Accepted
Open IMS Core with VoIP Quality Adaptation
UoP
Fifth International Conference on Autonomic and Autonomous
Systems (ICAS) April 2009 Accepted
Conference or journal
Contributing partners
Title of publication Time of
publication Status
Fifth International Conference on Autonomic and
Autonomous Systems (ICAS 2009)
UOP Impact of Video Content on Video
Quality for Video over Wireless Networks
April 2009 Published
Fifth International Conference on Autonomic and
Autonomous Systems (ICAS 2009)
EHU Study of the impact of UMTS Best Effort parameters on QoE of VoIP
services April 2009 Published
Fifth International Conference on Autonomic and
Autonomous Systems (ICAS 2009)
EHU Web QoE Evaluation in Multi-Agent Networks: Validation of
ITU-T G.1030 April 2009 Published
Int. The Journal of Control Engineering and
Applied Informatics
DEM, EHU, ERC, VIO
ADAMANTIUM Project: Enhancing IMS with a PQoS-aware
Multimedia Content Management System
January 2009 Published
International Journal On Advances in Networks
and Services DEM
End-to-End Prediction Model of Video Quality and Decodable
Frame Rate for MPEG Broadcasting Services
January 2009 Published
Chapter contribution in "Wireless Multimedia: Quality of Service and
Solutions"
DEM, EHU, UoP PQoS Assessment Methods for
Multimedia Services July 2008 Published
Int. Conf. on Telecommunications and
Multimedia TEMU08 DEM
Perceptually Enabled and User Centric IMS Architecture: The
ADAMANTIUM Project July 2008 Published
Int. Conf. on Telecommunications and
Multimedia TEMU08 DEM, UoP
The ADAMANTIUM Multimedia Content Management System for
Real Time Cross-Layer Adaptation of IPTV and VoIP Services over
IMS
July 2008 Published
IEEE-TTTC International Conference on
Automation, Quality and Testing, Robotics (AQTR
2008)
DEM, EHU, ERC, VIO
ADAMANTIUM Project: Enhancing IMS with a PQoS-aware
Multimedia Content Management System
May 2008 Published
Proceedings of the IEEE Computer Society Press,
NGMAST 2008 UoP
ANFIS-based Hybrid Video Quality Prediction Model for Video Streaming over Wireless
Networks
September 2008
Published
BEST PAPE
R
BEST PAPE
R
BEST PAPE
R
BEST PAPE
R
Dissemination Events 1/3 TEMU2008
In the conference also participated the Director of the EC Directorate D: Converged Networks and Services Sector, Dr. João da Silva.
ADAMANTIUM co-sponsored the conference and took part in different invited sessions
Project booth next to the registration desk Promotional video of
ADAMANTIUM ADAMANTIUM leaflet
Dissemination Events 2/3 ADAMANTIUM INFODAY
'Future of the Internet: New Technologies and Business Opportunities‘
Vital++ Future of the Internet vision
ADAMANTIUM INFODay was linked also as a “Future Internet Assembly” related event in European Future Internet Portal
Dissemination Events 3/3 ADAMANTIUM
“AMMO” WORKSHOP ICAS/ICNS 2009 Sponsored by
ADAMANTIUM
ADAMANTIUM project has been present in different FP7 related Meetings, including: ADAMANTIUM presentation at Networked
Media Fall 2007 Concertation Meeting in Brussels, Belgium, 13-14 November 2007
ADAMANTIUM presentation at Media Delivery Platforms Cluster Meeting, within 1st FP7 Networked Media Concertation Meeting in Vilamoura, Portugal, 16-17 April 2008
ADAMANTIUM presentation at Media Delivery Platforms Cluster Meeting, within 2nd FP7 Networked Media Concertation Meeting in Saint Malo, France, 15 October 2008
All the slides and agenda of the different meetings are publicly available at the ADAMANTIUM website (http://www.ict-adamantium.eu/papers.html)
eventsrelated meetings
FIA Activities
Activity 1/2: FIA BledPoster showing
ADAMANTIUMapproach
Liaison activities SEA, 4WARD..
Activity 2/2: FIA Madrid ADAMANTIUM: “QoE and any kind of awareness in
the Future Internet and the users’ perspective” Future Content Networks session (C1).
FIA PraguePosition paper: Why do we need a
Content Centric Future Internet? Future Content Networks group
FIA Book
FIA Activities
WP6Task 6.2 Standardization Activities
STANDARDIZATION Partners of the project have participated to ten physical meeting for TISPAN and Open IPTV
Forum TISPAN #18Bis22 - 26 September 2008 / Sophia-Antipolis TISPAN #19WG03 - 05 November 2008 / Sophia-Antipolis TISPAN #19Bis24-28 Nov. 2008 / Sophia-Antipolis TISPAN #19Ter19 - 23 January 2009 / Sophia-Antipolis TISPAN #20WG23 - 25 February 2009 / Sophia-Antipolis TISPAN #18Bis22 - 26 September 2008 / Sophia-Antipolis TISPAN #19WG03 - 05 November 2008 / Sophia-Antipolis TISPAN #19Bis24-28 Nov. 2008 / Sophia-Antipolis TISPAN #19Ter19 - 23 January 2009 / Sophia-Antipolis TISPAN #20WG23 - 25 February 2009 / Sophia-Antipolis Open IPTV Forum10-13 June 2008 / Madrid Telefonica Open IPTV Editing Session8-10 July / France Télécom Lannion Open IPTV Forum Plenary #88-11 September 2008 / Stuttgart Sony Open IPTV Forum Intermediate meeting28-31 October / Montreal Ericsson Open IPTV Forum Plenary #99-12 December 2008 / Marseilles
In these meeting thirteen contributions have been proposed to define and improve IPTV IMS Based procedures
Following subjects have been handled: Content On Demand procedure Targeted Advertisement User Equipement Profil
Most related contributions to Adamantium are those on COD (about six)
18bTD195r2_WI_2071_Correction_of_inconsistency_of_IPTV_presence_timer_definition_between_stage_2_an
d_3
Summary for changethis contribution aligns the timer definition in stage 2 with
what is defined in stage 3.
19WTD111r2_WI_2070_COD_offset Summary of changeModification of the COD session initiation to propose
resuming VOD from the last saved offset. New procedure to save the COD offset
19WTD112r1_WI_2070_CR_attributes_UEprofile19bTD154_WI_2070_CR_attri
butes_UEprofile_r3
Reason for changeThe current IPTV user profile structure does not permit
to store user profiling and content recommandation data.
Summary for changeUpdate the IPTV user profile structure with user profiling
and CR data.
UE profile alignment with TISPAN Proposal of alignment with TISPAN for UE profile
XCAP_alignment_with_TISPAN Proposal of alignment with TISPAN for XCAP
STANDARDIZATION Selected contributions presented and related to ADAMANTIUM (IPTV Live and COD) :
WP6Task 6.3 Business Plan
Task 6.3 Business Plan
Objective of the TaskDemonstrate the capabilities of ADAMANTIUM
system for the commercial exploitation of the project’s results
The task is addressed to Mobile service providersOperatorsRegulation bodiesStandardization bodies
ADAMANTIUM – The Project
Technical research project aiming to investigate Technological possibilities To improve Perceived Quality of Service (PQoS)
IPTV VoIP
Proposes IMS-compatible Multimedia Content Management
System (MCMS) Optimization of user experience in terms of PQoS for
the proposed services
ContentAccording to the service
Business Idea Description Market Description Value Chain Description of Possible Business
Models SWOT
Risk AnalysisActor’s Point of View
VoIP
IPTV
Business Idea Description
Drivers for VoIP & IPTV take-up and deployment For businesses For consumers For service providers For content providers For operators
Advantages of IP in IPTV Interactivity VoD IPTV based Converged Services
Business Idea Description
Main drawbacks and obstacles for VoIP & IPTV QoS, Reliability, packet loss, delays, etc. Requirement of real-time data transmission Zap time (delay when user switches IPTV channel) Resistance by incumbents and established operators Regulatory uncertainty Increased and/or specific regulation VoIP spam or SPIT (Spam over Internet Telephony) Phone fraud Greater regulation
VoIP – Market Description
SWOT of the mobile VoIP: The ADAMANTIUM caseSTRENGTHS
Mobile VoIP provides the advantage of portabilityMobile communication at lower costs New business models are developed, where communication is the core element of every business activity and functionNew market opportunities are chased at a global market where trade acts are facilitated and reinforced by a continuous stream of accurate and valuable information at lower cost and at a mobile format.Mobile VoIP comes with a host of advanced communication features at no extra costThe mobile internet is speeding up and consumption of content along with VoIP services is growing due to enhanced technologyFlat-rate pricing packages attractive in an increasingly complex multimedia environment combined with the possibility of a single and/or fixed bill per month for telecommunications.Mobile VoIP helps service providers achieve economies of scale by reducing their investment, capital and operating costs
WEAKNESSES
The Mobile Internet along with services such as VoIP is not yet mass marketLack of integrated services and policiesTime lag due to standardization processes and continuous evolution of IMS platformsInteroperability issues between Internet services and PSTN/cellular networks Internet mobile marketing is not developed in a degree that will boost a usage need for the provided servicesHigh cost of mobile devices capable of offering mobile internet and VoIPIssues of QoS and ReliabilityMobile VoIP services provided by operators without their own network/infrastructure are provided on a best effort basis onlyDependence of Mobile VoIP availability of service upon factors such as strength of mobile signal reception, roaming policies, mobile internet services and third party service providers
OPPORTUNITIES
New revenue opportunities and greater choice of service and communication featuresAdvancing the already developed Internet Model and Mobile VoIP communication by establishing new standardsInteroperability and combination of cellular and WLANIntegration of various other value added services offered by upcoming technological advances in the Mobile Internet and VoIP frameworkEnhanced innovative potential through convergence of mobile services, internet, VoIP and technology
THREATS
Resistance by incumbents and established operators, which see Mobile VoIP as a threat to their established PSTN/Mobile revenuesRegulatory uncertainty and lack of commonly accepted legislative frameworkVoIP spam or SPIT (Spam over Internet Telephony)Mobile Phone fraud known as VishingChallenger actors such as virtual VoIP operators and third party client providersLack of a consistent experience of service and quality across different providersConsumers’ lack of trust mainly because of insufficient protection of their communication content
IPTV – Market Description
IPTV Spend in Western Europe by subscription type
Global IPTV Subscribers
Value Chain
End Users
Network Provider
App Service Provider
Device Manufact
Regulator
Actors Value PropositionSatisfactory experience using the services with new levels of Perceived Quality of Service with lower cost than “traditional” telephony or with added services.
More users will access the network that will mean more profit and customer retention.
More users will use VoIP and therefore the application will be more widely distributed.
They will develop TAM-enabled devices compatible with MCMS. New opportunity to devices renewal.
Possible situation of alliances of different organizations where risks about inflicting on sensitive issues of security and privacy can appear should be monitored
Possible Business Models VoIP
VoIP in the backboneFacility-based VoIPVoIP over broadband Peer-to-peer VoIP
IPTVThe operational modelThe profit model
Business case IPTV Streaming to Mobile TV Business case IPTV on demand to Mobile
SWOT
IPTVSWOT analysis considering
Service Provision Service Delivery Content & Applications Enabling Technologies
Service ProvisionSTRENGTHS
Key Market Players involved and ready to exploit new services / productsUsers especially mobile ones are more familiar with audio visual services and ready to pay for content and QoSMarket Players willing to provide value to services and customersTechnology is mature enough and highly innovativeNew rich content increase consumer’s trust
WEAKNESSES
Key market players insist on their monopolist approachNon concrete and acceptable for the market business modelsHigh costs of integrationBig players have tendency to smother growth of smaller playersFixed Internet users still want content for free
OPPORTUNITIES
Information Society is a reality (e-business, e-economy) New business models shall drive market growthNeed for content and delivery is still strong, consumers are willing to payMarket is open for new entries and playersHigh – bandwidth infrastructure (Broadband, Wi-Max, WLAN) will be in place shortly Content becomes a demand from consumersIncreased customer value and QoS New more sophisticated devices enabling content retrieval and displaying Standardization activities and security issues are currently under investigation (DRM, MPEG-21 etc.)
THREATS
Business roles and models appear could restrict some actors (Content providers versus service providers)Universal Service is still not a reality for a majority of consumersContent owners (records / media firms) are sceptical in adopting new business modelsDRM developments, security and protection issues are slowing the exploitation of the market.
Service Delivery
STRENGTHS
High Broadband bandwidth in place (ADSL high penetration) New infrastructure from operators for delivery of data (Wi-max, WLANs), all IP networks Digital TV is a reality for market Devices much more capable and customisable , Gadgets are accepted by the usersConsumers are trained to web based services, mobile content delivery
WEAKNESSES
Devices too complex for some users to use or configureOpen roaming an issue – both within technologies (3G – 2G) and between them (3G – WLAN), interoperability and End-to-end QoS still unsolved. Delivery is a commodityRecession/debt has slowed investment
OPPORTUNITIES
Content is opportunity to fill network capacity Delivery can expand into ServicesDelivery brands are well known and respectedIndustry players are big and powerful and critical to the success of the industry Device manufacturers have the opportunity of diversifying further as they cater for user requirements according to context (i.e. different devices dependent on location).Wireless access now built-in to devices (e.g. new laptops)Potential to deliver to tight geographic segmentation of market an opportunity Home networking provides opportunities for delivery players to expand into service provision
THREATS
Delivery could get squeezed by Content and ServiceLarge firms may inhibit market developmentWill customers pay more, or will they cannibalise?Device shelf-life (fashion and technological) could have a detrimental impact on the take-up of services. New roll-outs & upgrades need careful management
Content & ApplicationsSTRENGTHS
Content already exists, much content could be available and delivered to consumersPortals have been widely accepted and user’s are seeking new channels and devicesMobile users are willing to pay for contentMovement from purely text-based content has increased number of users willing to pay
WEAKNESSES
Many fixed Internet customers still expect to pay little/nothing for content Progress across segments not uniform (e.g. music publishing vs. movie industry)Business model for movies not decided yetUnderstanding how to optimise new and existing content for multichannels still a challenge.Usability of services, content and applications still an issueStandards issues still not fully addressedLimited access to investment funds
OPPORTUNITIES
Much high-bandwidth infrastructure in place (Broadband, GPRS), more to come (3G, WLAN, Wi-max) driving new types of content and business modelsCustomers want access to contentTechnology/industry push in placePartnerships are evolvingIncreased customer recognition of valueDevices now more capable of displaying complex contentPiracy drives uptake of higher bandwidth services and viral spread of ringtones, both ultimately also driving use of legitimate content.
THREATS
Investment returned but more conservative – some investors consider 10 business plans per day, but only invest in 6 per year!Delivery mechanisms not fully in place (e.g. Video on Demand)Partnerships to date not covered in gloryMajor corporations could undermine SMEsLack of mainstream customer awareness – they don’t know they want it! In many ways this perpetuates the Digital divide/universal access to content issueUser Security worries – Viruses, Privacy, Spam – not so much about fraud now more about data safetyMedia hype compounds this – paedophilia, pornography – may prevent uptake of high bandwidth access and therefore reduce demand for contentRecording industry/movie industry/content owner protectionism slows development of successful business models Regulatory environment – need willingness to deregulate appropriatelyDRM, copyright, micropayment etc. issues make this sector unstable and unpredictable
Enabling TechnologiesSTRENGTHS
Technology is mature enough and highly innovativeStandardization activities and security issues are currently under investigation Research cooperation in European and international level will strengthen exploitation opportunities
WEAKNESSES
High costs of integration and switching from proprietary closed platformsEnd-to-end delivery platforms require mass adoption by all market actors before delivering value
OPPORTUNITIES
All actors are investigating convergence and alternative business models that require enabling technologies such as QoS provisioning, content adaptation etc.Key Market Players involved and ready to exploit new services / products
THREATS
Competing end-to-end platforms may hinder the mass adoption and interoperabilityOpen platforms may be faced with scepticism by Network OperatorsTechnology fails to deliver the necessary robust infrastructure across platformsScalability considerations are ignored – the technology should be increasingly invisible to the end customer, and if services are not easy to use, take-up will be hinderedAbsence of recognisable, profitable business models incorporating partnerships and standards – if players cannot see significant revenues, they will remain risk averse and not drive the market forwardMonopolistic suppliers retain control over proprietary systems, avoiding symbiotic and essential partnerships – smaller and innovative players are quashed
Critical Success FactorsService Provision: Evaluation of user’s needs and requirement to understand where the value is New business models towards the convergence of the different market segments Provisioning of value and Quality of Service to the consumers Adoption of the appropriate technology and platforms so as to ease the integration and enable all the actors to
participate in the new economy. Service Delivery: Earn consumers confidence and trigger demand for new services NO’s new business approach and models Different network technologies roaming, interoperability and security End-to-end QoS and DRM constraints to be overcome. Content & Applications: Investments should be triggered and not be limited to capital rationing of the firms and big brands Business models for content delivery need to be developed Added value services should emerge and QoS should be guaranteed to consumers DRM standardisation and copyright protection required Business synergies and partnerships are required
Enabling technologies (directly relevant to the ADAMANTIUM project): Strong cooperation with all market actors to ensure that market requirements and business plans are sufficiently
supported by the enabling technologies developed Standardisation is the key to enable the wide adoption of the technologies Strong cooperation in researching solutions for enabling technologies to provide better exploitation potential In new business models towards the convergence of the different market segments Dissemination and training of relevant actors to promote the technologies
Description of IPTV possible business models
IP SPHERETELECOM SPHERE
DIGITAL MEDIA SPHERE
TV SPHERE
Surfing, virtual reality, E-
Business, Digital Content Storage
VoIP, Internet, Portal, P2P, Email
PSTN, ADSL,
3G/3G+IMSNGOFMC
TV/DTV/DVDVCD/ITV/VOD
IPTV
Risk Analysis
A first version of a risk analysis has been done for the servicesVoIP IPTV
A risk analysis of the ADAMANTIUM project per se has been included
Actor’s Point of View
Actors considered
Infra-structure vendor Mobile
network operator
Content provider
MMs Allocation Planned vs. Spent
Thank you