IPTV is at the heart of a major change in communications as we know it. The living room has become the gateway to the communications experience, and the television is becoming an interactive device, no longer just delivering services but creating communities that interact with the content and with each other. And it is changing the way we make lifestyle choices and spend money. At the same time, it is just the start – a component in the creation of an entire converged services environment. So now that IPTV is “out there,” what is next? What have we learned from implementing IPTV? How has it changed fundamental business models? And what about the role of content and advertising as they have become part of the value chain in delivering the consumer experience and generating revenue? What are we doing with the challenges of Quality of Service (Qos) and Quality of Experience (QoE), given they are key service differentiators. The ATIS TechThink IPTV track will explore these questions and more, in the context of the industry having a little more IPTV experience under its belt.
B1: IPTV Implemented and Deployed – NOW WHAT?
IPTV is deployed. It is competing with cable and satellite. It is capturing the market share of end-user television and video entertainment services that has been the mainstay of these competitive businesses for years. The technical questions of how service providers and the industry are grooming and advancing IPTV technology beyond the initial deployment phase – the architecture, interoperability and network requirements -- are more of a backdrop than a driver. Now, it is a matter of how to gain an even greater piece of the market share and grow the average revenues per user.
This ATIS Techthink session will focus on what’s next for increasing these numbers. What are the “gee whiz” features and functionalities that will tempt the consumer, capture and keep them – interactive gaming, video sharing, social networking? And what does the content strategy need to be? How will companies respond?
Moderator: Danny Briere
Chief Executive Officer
Panelists: Andy Addis
Executive Vice President
Group Product Manager
Chief Technical Officer and Co-Founder
B2: Changing IPTV Business Models: What Happens to Real Time Programming and Advertising in a “TiVo World?”
Today, consumers are taking control of their television experience. They want to personalize it. They want an interactive experience that is transferable to other devices and on-demand. There is less of an interest in real-time programming. Couple this slow extinction of real time programming with the impact of changing consumer behavior will have on advertising and its revenue stream, and we face the need for a brave new day requiring fresh business models. Where will the personalized, interactive trend of IPTV lead? What are the impacts on advertising and how must its business model change? How will service providers ensure that advertising reaches the targeted audience? This ATIS TechThink panel will take on these challenging questions and discuss the range of paths forward.
Moderator : Danny Briere
Panelists: Tim Schmidt
Technology & Service Requirements
Senior Director of Business Development
Broadband Television Business Unit
TANDBERG Television, Part of the Ericsson Group
B3: The Reality of IPTV Deployments – The Successes, The Challenges, and Taking it to The Next Level
With over eight million subscribers worldwide, deployments more than doubling on an annual basis and projections by 2011 at 55 million IPTV subscribers worldwide, IPTV service has a real foothold in the market. We are beyond a number of the initial technology selections and key implementation challenges. There have been a lot of decisions made and a lot of lessons learned – both for the large and small service providers. This ATIS TechThink panel will share the lessons from deployment – the technology and system choices, the experience in the field, and the consumer feedback. What has worked? What are the plans for moving to a converged network and the responding to a swiftly changing market and consumer demands for more interactive services?
Moderator: Sarah Reedy
Associate News Editor
Panelists: Steve Murray
Chief Technology Officer
Altman Vilandrie & Company
IPTV Solutions Architecture and Applications
T1: Service Providers and Content Providers Talk The Digital Rights Management Language
Content is a key piece of the over all success formula for IPTV. As the IPTV marketplace announces the arrival of new service provider/content provider relationships every day, delivering high profile television, movies, sports, gaming, etc., how that content management becomes vital to these relationships. What we know is that service providers and content providers are talking, but are they speaking the same language on Digital Rights Management (DRM)? How can content be protected in a world where architectures vary significantly from cable? Can content provider requirements be defined in a way to support standardized architectures? Will the same DRM work in a converged world where content is handed off to mobile devices? Will it work in a shrinking world where content transits the world? This ATIS Techthink panel will explore the “vocabulary“of the service providers and the content providers on DRM.
Moderator: Dom Stasi
Panelists: Dan O'Callaghan
Principal Member of the Technical Staff
Vice President of Business Development
Vice President of Marketing
Widevine Technologies, Inc.
President and CEO
Federal Hill Communications
Senior Vice President and CTO
Motion Picture Association of America, Inc.
T2: IPTV QoS and QoE – Service Differentiator in The Battleground of Competition
IPTV Quality of Service (QoS) and Quality of Experience (QoE) are becoming a battlefield for competition -- a service differentiator. IPTV services seek to tightly manage performance to ensure a superior entertainment experience resulting in a compelling business environment for content providers and advertisers, while customers ultimately choose based on the quality of their overall experience, QoS and QoE. What QoS metrics are required to ensure this superior performance is provided and maintained? How can QoS and QoE be maintained at current levels in a cost effective way? What challenges are presented by a world where the consumer will have greater control in the home delivery of IPTV? How will these challenges be overcome? This ATIS TechThink panel will discuss the winning propositions for QoS and QoE.
Moderator: Steven Hawley
Senior IPTV Analyst
Multimedia Research Group Inc.
Panelists: Ralph Bachofen
Product Marketing and Management
Triveni Digital - An LG Electronics Company
Chief Executive Officer
Vice President, Business Development
Service Provider Video Technology Group
Dr. Gowri Krishna
Network Design and Engineering Competencies and Solutions Unit
Huawei Technologies Co.,Ltd
T3: IPTV Building Blocks: Back Office Support – Ordering, Billing, Provisioning, Customer Care – Are We There?
The success of any service depends on the systems that make customer service easy, user friendly and cost-effective for the provider. The back office support systems are a key building block of the consumers’ first exposure to IPTV service. These systems can cause a significant impact on the bottom line of the service provider. What is available to support IPTV service ordering, billing, accounting, and tracking? What about installation and provisioning? What lessons have been learned and what will these systems need to accommodate as we move to a service and network converged world ?
Moderator : Tim McElligott
Editor in Chief
Billing & OSS World Magazine
Panelists: Sean Yarborough
Director of Marketing for Strategy, Partnerships, & Field Test Solutions Spirent Communications
Director of Product Marketing
Telcordia Fulfillment Solution
Telcordia Technologies, Inc.
Global Architect for Service Delivery Platform
The MultiService Forum