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