WWDC2004 Session 712

Transcript

Kind: captions Language: en hi well it's a strange title air popper has actually been around since - since 2000 we were previously owned by Ericsson and so we've been doing including R&D for wireless networks since then as I speak we are being acquired by the company called Teleca which of course has ericsson as a customer they used to be customer to us as well as a partner and with Teleca bosses for instance their largest product something called Oh bagel which is a platform software platform goes into their cell phones and there's always 60 million units that shipped with that platform in it they also do end-to-end solutions for operators of operation and maintenance systems etc and we they acquire of Wired means that they will strengthen the multimedia slide over cell phones and also moving to media and to the broad costs on which the products that we do as well so that's just a brief you know alright today on channel microphone dozen so they're running down here right now yeah okay but is it in turn at what what is good content I will talk about source content how you get it what are the key key issues with getting good source content so and I will show some tools I will talk about workflow I will also talk about some live services which actually means live broadcasting into wireless networks and I will of course make a summary out of this so I will go between technology side and a bit on market side as well so first of all content one of the major problems for operator is to get come to because it's actually not this their operators business the operators business carriers is about having voice in your cell phones it's about having networks etc so this is completely new to them so usually when they ask for content that I ask for own questions and I've seen this so many times and I assume a lot of you are content creators they operate come to say we want to stream something and you think well I have something that's streamable and you give it to them but actually what I asked about it's not really about streamable content they're asking about content period and usually they go especially to broadcaster and ask this they think hmmm well we have something they can stream on the internet and they give them that and of course they can't use that because they have to repurpose that so what they should ask for is of course maybe the mpeg-2 files which they have on the video servers which are use in their original productions the things that comes out direct from the editing stations but usually it's a mismatch of what you asked for and what you're giving them so that is one of the key issues and of course this is that internet content is an adaptive wireless no matter what people say it's not really adapted for it then of course productions I've seen so many productions being made for Wireless where they made all the errors you can think about you have people running around you have camera movements things that if you do for Internet you know you shouldn't do this for the internet sign because the codecs won't be able to include it in a very good way and they make you know shows where they stand up they have this chroma key behind them and everything is moving around and on the Internet at least you have made an image which is like this on a cell phone it's like this it could be 30 kilobits audio and video so that's another thing productions usually isn't made for cell phones and when they are done for cell phones they still think in large format if the people is actually doing that so that's one of the things that it's very very important is to create content that is workable for cell phones to start with right issues many times when they get sports especially they might get the rights for the images for the video but it might not get the rights for actual for the commentary commentators so that means that they have to put on new speech which means they have to go into process of editing and of course that is not something that an operator usually has they don't have an tutorial room they don't have all the editors then they don't have that kind of equipment and and also today the other issue for them is of course that they need to drive business into the wireless networks which means that day many times has to act as a concentrator and that's what's causing the issues so you have to to kind of operates carries today have one who only thinks of them as bit pipes which takes counter from someone else and you have the second ones which believes that we should create content and that usually creates a mess on every slide and and the thing is that what they really need to do is to make sure that you can moderate the content creation from the operator to the actual content rater who knows what they're doing so you or those people can create the content which is data from Wireless to start with so source content what is good source content well of course is the highest possible quality I think most of you who's working you know with QuickTime tools and n is in this kind of community you notice that the more you should compress it the smaller you know frame times whatever is the high quality should have this is not really what an operator carry knows about so usually the same thing back they take something from the internet and they say well we can probably adapt this so usually I saying the lower the bitrate you have the higher the quality you need to have on the source content so what is good source content of course it's uncompressed video motion JPEG that kind of things but also mpeg-1 and mpeg-2 and maybe might argue about NPR and big one but if you think about how much is mpeg-2 that is produced on the broadcasting side that is a key format as an input whatever it is and you should and you can of course use same a compressed formats and wear you down you know v Sciences but you should of course not do thing like you have a smaller slice than the actual output size I've seen that as well and many times you do arrows with you taking a movie and you actually resizing it but don't think about you need to crop it together out of certain areas so what you're actually doing is a resize anyway when you do the cropping so bad source content is of course anything that is compressed to start with many times you can't live by this rule but idea is of course that you shouldn't use compressed content and all these kind of internet formats isn't made to be source code for this kind of encoding for this kind of production of course it's used extremely high bit rates it would work as well but usually when we talk about it same thing they think they can use something from the internet no severe shades captures I've seen that many times well it's just going to be this big so who cares same thing again the lower the bitrate you have the higher the quality of the source you need to have and if I said before smaller size and output size and many times well it's produced for TV and you just adapt it to put on a cell phone and that's not really workable so let's get into the real stuff about talking about the encoding for 3d players 3d is of course 30 and raishin GPRS is two and a half G in u.s. you have edge which is also 2 and 1/2 G usually GPRS or edge of something like that it's about you know 30 kilo base 20 kilobits even if the specifications allows you for much higher bit rates but in practice we talked about 30 kilobits 3d today is about 64 kilobits in in theories 384 but we're not really there yet so the difference is there there are certain kind of stannis you have a 3d PP standard and you have a 3d PP 2 standard and then it's comparison we have is ma which is basically what you would use in QuickTime when you do mpeg-4 screaming or mpeg-4 download and as you can see there are many similarities between three people to TPP to the h.263 codec is the mandatory quadratic in both then you have the AMR as a speech codec which is mandatory in 3gpp but in 3 upp to is Q cell which is in mandatory speech codec so that's that's data the main difference you have a more on the 3gpp to sign as an optional codec if you like to use it and then we have mpeg-4 simple visual profile level 0 and that is basically the same as level 1 which is what you would use on is ma specifications here or one the differences from technical point of view is that on level one you're allowed to have four objects and in level Syria only allow that one object but this is more of a theoretical problem and practical problem because no one really makes mpeg-4 with several objects anyway at this point so we have the simple wish profile level 0 you have AAC and that is also similar with is MA we should also have mpeg-4 but they have level 1 to 3 and they have AC as well streaming isn't defined for 3gpp2 yet but it's being they're working on SS with speech and there is a huge difference on when you do streaming is that in 3gpp use Latin packet icing in ice may you use generic packet icing so many people sit down and review you know basic hinting whatever it is with the curstyn player and they don't get it work in all phones because many phones only support according to the previous conversation so that means that if you do in streaming for wireless you need to be aware of this on Radio Network level it's a bunch of differences for us people sitting here is IP and that that is that is the crucial thing is if IP we're talking about we just talking about another sort of carrier or bearer of that kind of material to see internet or whatever it is but its own radio networks is very much different so encoding for 3G or GPS first of all we're talking about low down with triple below 64 kilobits that's what we're talking about and that's the total IP level so that means you should we talk about media 11 maybe 54 56 if we're lucky basically so same thing again you need high quality content to start with you need to have good quality codecs of course this is very important when you're working on low bandwidth you need to be able to do pre-processing like deinterlacing negative gamma correction that kind of things needs to be done as well for cellphones yeah typical thing is to reduce frame rate and then usually I get arguments saying well then you get this stuttering video but the thing is that the screen on a cell phone is pretty slow compared to computer so the best thing to do is to reduce frame rate to get down the bitrate and you do that by dropping frames if you have if that's possible in the encoder or but and also using natural keyframes you don't add keyframes unless you actually need to do it so you try to actually get down the amount of keyframes of course there's a risk with this because if you lose a keyframe and it's too long until the next one you can't recover the video so it always this way of going up how should I have actually keyframe or not and the other thing is of course bandwidth constraints this is the crucial part about Wireless is that 64 kilobits is definitely 64 kilobits there's no Headroom whatsoever and usually it's not 64 when we talk about a media level so that means that certain kind of technology is very important to do streaming or download whatever it is for streaming of course it's using constant bitrate which many many times believes us flat bit rate constant bit rates do vary and what it has to do with is the the video buffer verifier what the video buffer vary find us it creates a sliding window so if you put at the 5 seconds and you do then cording it's going to go over the complete encoding and during this 5 seconds if you put it to 64 kilobits the average bit rate should be 64 kilobits which of course means that you can have certain peaks will we should go about 64 kilobits and you can't have that in wireless network that's that's just not going to happen so it's very important if you can lower the video buffer verifier and I'm going to show you later on some tools and and how that can be done usually you down to things like 0.2 seconds of this lining window in order to get it to on wireless network yeah same thing drop frames natural key frames very very important you have error handling which usually it's about packet size because in a radio network you have certain gateways first of all you have the IP gateway which connects the radio infrared structure into an IP structure and that can have limitations on how big the packets can be but typically you have between 6 and 8 different kind of gateways you have to pass so that means that sometimes you won't get a stream through and it can has to do with some of the gateways it's not letting to stream through because the packets is too big so typically you start with like 600 or some things that are 1200 we should use for for internet and then we have something called our VLC reverse length encoding and that is used basically going you have congestion if you lose packets the decoders you'll be able to recreate some of their pixels actually but that is also decoder specific if the decoder can handle it or not the other thing of course is at this point short clips that's what you should do about 30 seconds because one thing of course the attention span on TV is usually you says it's about one minute one and a half maybe to get attention on a cell phone is definitely much lower than that I don't know if 30 seconds I think that might be too long because it's on a cell phone you're moving around I haven't seen that many people actually walking around watching your video so usually you have a couple of centers I actually get in getting their attention so trying to stick with the 30 seconds to start with unless you're doing some kind of live encoding of course it also it's another thing is that when a new user enters a Radio Network cell the sound lives where you actually get your connection you have a limitation of the total bandwidth so what happens if I'm moving to cell and I'm new in that cell I would be prioritised it means I will get the highest bitrate possible for as long as there's a new user coming in then they will lower it and this is just logistics of how the system works so that also means that 30 seconds is a good span because usually 30 seconds or minutes you usually have the bit rate the highest bit you have when you entered so that's that's not thing to think about and always speech has priority over data and you heard this some presentations before it still I mean the operators making more money out of speech than they making out of video services today so that means if you have a lot of speech going on in that cell it would be prioritized so streaming versus download well there are some some pros and some cons about it of course this one thing is that memory is limited in the cell phones so therefore streaming is good because you're not you're not relying on how much memory you have in your phone you also actually have less overhead in RTP packets in an HTTP package so that means you can actually send more media data if you do the stream it's a lightweight DRM in itself it's not that many people I know of in the world with an actual hein Jackie screaming cell phone and if you know them you should give them my number because that is extremely hard to do and it's viewable in about you know two to four seconds it's just by buffering time before you have it and the drawbacks of course is firewalls that's the major problem when some of you have tested doing streaming on wireless network so you can't get it work is because the firewalls is locked for RTP traffic but if the operators wants to have streaming they need to open out the firewalls and that's what's happening more and more especially in Europe and Asia at this point it's not really supported by old phones at present streaming so also something to think about which phones can accept streaming and these law stores on the phone this is actually for the download slide but I think it's been hooked up on the wrong slide so let's move on and so download the the proofs where is of course that is support by old phones all phones can do a download the drawbacks is of course it's very few phones that can do progressive download and I think most of you believe that they can do this progressive download but I actually canceled II need to download the complete file so that is one drawback of it and then this is the right place for argument is it needs as I say large stores on the cell phones compared to computers it doesn't need need anything because it's very small files but cell phone thinking it is really a large file and ok what about the quality of download files and usually I hear this that you're not constrained to bandwidth limitations when you do a download form because you're doing in download and that is of course true but it's not really good experience to wait 5-10 minutes for breaking news in your cell phones and it's really annoying me even on the internet today that you usually have this you know 56k for more than download and it takes half an hour to download so I would argue and say well that's not that's not really the way to use an Internet either but in this case it's very important because you pay per packet on wireless network then if I have some carriers are operates here they will organ say no no no we have a unity price and that's true some operators do have a unity price per content but some use the model of of that they actually paying per packet but the most important things which usually they don't think about which u.s. consecrate it should be extremely ware of it it's a cost for every packet or operator so if you do a download file and it has twice the bits twice the size that you download towards the stream that means that you might be able to serve two people instead of one if you do stream so therefore you should handle all downloads extremes when we talk about talk about encoding and bit rates and things like that because the content creators that can create faster has a good quality but has a small fast as possible it's the one that always want to go with it might not be true today they think about this but this is for costing them this is the capacity to download things so even if they don't have a have a unit price per packet it still is a cost per packet when they're downloading it so let's talk about some tools then of course this is this is the obvious one with QuickTime and as I said for small operations and of course some of you probably arguing with that as well but first of all I mean what you do is that you acquire the content many times the Edit is designed said many operators you edit this they shorten it they do deduct it adopted for a different kind of cell phones so it is easier to have it it's better building in the cell phones etc and then you encode it and you distribute it and then you disappear just a three DP or three upp to file or something and in this case QuickTime is of course a perfect tool is one of the few tubes on the market today mass market that actually support 3gpp two and three TPP so this is the perfect tool but of course when you're growing when your business is growing you need more larger systems and this is one of things for instance that we do a papaya is a product called compression master this is when you're having several stations where you need to have an encoding workflow you need to have a lawyer operation you need to to be able to do pre-processing etc so let's switch to this machine okay maybe so first of all I'm not going to get into every piece of how you doing cooling process in sessions about this probably all day long and tomorrow and there's something about pre-processing afterwards I'm going to talk more about the specific things about Wireless so let's start with this is a file Swedish artist I think actually I don't know the Trisha MacNeil so this is a pharmacist motion JPEG file and this is of course a perfect file to make for cell phone because this is very good produced it's actually it's in produced for cell phone as you can see because you have all the things that said movements whatever is but it's a rock video and I would love to see the person can go back to the producers they can make a video for my cell phone it's that's not going to happen either but at least this is a good source continents here as you available to get so you think QuickTime is it's extremely simple so what I do right now is this of course I go down to my options and in this I choose 3 upp and in here I have the 3 DPP specs we talked about before where I can choose the mpeg-4 h.263 on the audio sine I can choose a more AAC if I switch this to 3gpp2 I add it on cue cell so this is a typical example of how this kind of 3 PP 2 & 3 DPP is differing so and you also have if you move over here for instance you can do can do text of course if you if the telephone supports you in create text Rex as well you can destroy me a narrative small pointer is ma supportive screaming which means not all phones are 100% compatible if you do stream with this one but I'm pretty sure that Apple released agonizing for 3d TV as well so on the advanced features you have some things like on 3d people to for instance you can do you can do fragment and movie I'm not going to be in that too much but you add on handlers in the stream actually so if you if you lose some packets or if you use something as you can recapture much much easier and you also have things on the last time for different kind of of versions of 3pp where you do have different kind of restriction or drm etc so you can do it but let's move on to the 3d PP side so in this case my input file is a Paul file because I'm from Sweden when we use Paul so I'm going to put in 12.5 as well and we do keyframes every 25 seconds the other thing is that you only have two slices to choose from which is 176 times 144 which is Q Civ and print 1.8 times minus 6 which is sub Q Civ those are the sizes that you're allowed to use in 3d peepin 3gpp2 in theory you're allowed to use 6 which is 352 x 288 but there's not really any phones that's that launched at this point so you can use it but you won't be able to play it anyway so in this case we use inclusive and let's say I'm going to do this for a 64 K Bearer I would go down something like 48 or 45 or something like that in this case I would use AC 16 kilobits per second and as you see QuickTime automatically switches to allowed or best used sample rates which is a really good feature so now I set up my encoding it okay and you save and hopefully this should work so now I'm export 3gp file directly from quicktime but this also means that all tools that actually work on top of quicktime of course can create 3d P files because it's in the core of QuickTime so this is my movie is did and this will actually fit in a cell phone right now it looks extremely large but it will actually work so this is how easy it is to do this kind of encoding with QuickTime - let's move this to the trash so let's take a look at the compression master this is another kind of of - you have your settings windows I'll go through this you have your batch windows where you put in your files your settings to actually do the encoding so in this case I have for instance over here I have bookmarks I can bookmark files whatever it is files sources folders and where I have my content but let's start with they're taking the same kind of file here so this is my file I'm going to encode right now so let's start with some of the templates so I of course get into 3gpp and Paul input because that's what I'm using and I'm going to do an extreme one I'm going to use this templates with you for GPS we set three slots and how it works is that one slot is 12 kilobits in theory but you usually calculate with 10 and what you can get in jeepers net was the first rays that usually can get three time slots which means 30 kilobits but in theory that means probably 20 or something when you took media level so this is an extreme low bandwidth we're talking about and this is a download file of course this is I can do more things for 3 peopIe can do bunch of other things like every 2 whatever it is but that's not why I'm here and I have my codecs which I'm allowed to do and in this case its name or codec the speech codec because when you're down on this lo big phrase you don't really have bitrate enough to use AAC so now I'm opening the same file but for streaming you see it's the same thing now I can switch between those two so it looks pretty much the same but let's switch to this one and same kind of thing same kind of codecs but now when we start looking at its of course we have all this pre-processing you know like the interlacing all that stuff I don't need to do this right now because the movie I have is already the interlaces motion JPEG files so but otherwise you have all kind of pre-processing you need to do and science as well I using the cue sift science and you have a lot of pre-made Sciences which you can use of course yeah and then let's get into the mpeg-4 side Oh 300 kilobits that's cool so let's do download let's do 48 I'm not really living by my rules fully so if you switch to the streaming file right now we see that on the streaming file actually put the bitrate to 18 kilobits and I used on the audio side I use 4.75 kilobits so that means I have something like 23 kilobits in total and that would probably be possible to get through on the stream on three time slots on the download side I haven't really lived by the rules as I said before because I actually put it in 48 kilobits and on the audio is is the same as 4.75 but that means that I'm I'm setting the level at 64 kilobits or 56 at this point to make sure that I get a far which is not done big the main difference here is this buffer size DVD size on a download file I put this to 10 seconds which means that the sliding windows is 10 seconds which means that I can fluctuate much more because it's not the stream it's downloading so you don't really have to think about if you have Peaks you more have to think about the total total size of the file if I'm going to stream file well you will see it's very much constrained 0.6 seconds to guess this through and of course this is templates which you can then you can of course change for self you need to fine-tune this but these are maybe some some as you said we're extreme but we're also seeing this on on wireless networks how hard it is to get the screen through I also have trained screaming to skip probability 55% which means that I'm telling the codec that you are allowed to really drop frames to maintain data rate on the download side I have none because I don't need to maintain the data rate I just need to have the overall bitrate actually so I'm usually not your keyframes on both I could add in a distance if I like to so if I'm afraid that it's it's condonation moving that much and I don't want to make sure that I can recover the video I can put in a max distance in the keyframes as well but I'll need to do this I do two paths on though and then we're coming to this thing is that different kind of mp4 profiles this case it's simple profile same thing if you would use in is MA but this is the important thing it's level serum since when you're doing in encode anything even if we do our own encoder the encoded don't see the difference between choosing level 1 or level 0 so that's why it's an annual thing that you have to press to say you have to write this down as level 0 so that's the reason why and then we put in all the sciences were a lot of things that we did so let's do something calling them so now this is my source I can even I can double click like and drag it in so right now I'm putting in let's see save those so let's do these twos now I'm adding those and of course now I'm encoding those and they are ending up in my very Swedish name clora which means ready in Swedish which means that's why the phone's going down during this process of course I can add on more fun so I can add on for 3G like 64 kilobits or I can I can actually do on the fly I can prioritize whatever who should be encoded so now I've done my three UT files for wireless for the three time slot and as you can see right now play all movies you see there is a difference between what's happening on the download versus the stream file as you see it's very very highly constrained stream file to the left side because of I really need to get the bandwidth through that's all so that's that's that's the important thing then of course on top of this you can do a bunch of different kind of you know pre-processing but usually the error people do is that they add on too much pre-processing and I'm using all the time QuickTime to verify if it works because QuickTime has to sign before is one of the few players aren't that it can actually play through the people corner on a Mac or PC yeah the thing is that QuickTime is a great player it can play pretty much whatever and if it looks crappy we'll make it look good so on sort of a positive- way I'm telling you you must verify it in your cell phone how it looks do not verify it I think oh this looks great and because in QuickTime everything will actually look great so that is one of the key thing is that really shake it so after a while you learn to see that if it looks like this in QuickTime this is how it will look in a cell phone so and then I've done two other phones here as well for 64k bit which is for 3g done so let's do play all movies and you have the same thing here you see on the screen thing you have it dropping more friends than on there but basically it's the same approach but I'm I'm giving some more bits on the download sound and on the stream inside and it's all due to this that trying to get the file size down is very very important because that means that the operator can serve more users so let's move away from the demo side I think well almost perfect so when you get into some larger scale operations well then the tool like a compression master isn't really sufficient either yeah so for operators they need an automated system and this is where we see the expertise from content creator comes in because what I need is like we have something called the compression engine which is a server based progress you can cluster among you know as many exercies you like whatever and you create xml settings with a master and you drop them in xml watch folder so if you put 10 settings in one watch folder and drop in file you get 10 files out of it of course so that is having an automated system and this is fully working on the macintosh environment and then it will support meet the data input and output as well so this is like for the high end system so this is a real world example of an operator that actually does this and it's not a savior actually touches on which brand name is called 3 in Europe and Asia which is a 3d operator which is really really pushing the limits of what you can do with 3d today so what they do is that they have a post production company on the top as you see which actually works and works like a sort of quality control they are making settings they are verifying settings they are talking to the content owners creators to making sure that they're getting the right kind of formatting material the right kind of source code whatever it is and this model has proven to be the best and most efficient way as I've seen for an operator carrier to do business they don't really have the skills about how to best optimize content for wireless because it's very much to do with your knowledge of video and how you do codecs and how are you is not how you do course but how you actually put in settings in the course on how you do so this is a real-life example where they from the left side is that some things comes directly across production company where they sit down and work with typically will be trailers then we'll sit down and work with it if it's 50 video clips coming from like a Grass Valley service empik to going directly into watch folders being encoded automatically and something the phone and also it's a lot of getting tapes which the operator actually have they have an editorial staff which actually do editing what they're now working on is replacing the tapes with with a compression engine to actually take it directly from the editing station and do it into like an mpeg-2 going directly to see people to from the content where content owner but it's always they have their post production company which actually is creating the settings and making sure it works so live services and there's been a lot of services started where they do live webcourse or whatever you call it on wireless networks one of things before traffic surveillance this is a really good thing taking up your phone calling number four four two whatever is seeing how is the traffic on my road that's been that's been a killer wrapping in Asia for instance yeah but I'm going to show you something that's been as I not all or agree with it I would say the first ever really successful 3d service and that has to do with live thing in Sweden or in very many countries so with 30 we have something a program a TV show called Big Brother it's extremely stupid you know sort of show but them and I actually watch it unfortunately what is that you put X amount of people I think is 10 or 12 into house for hundred days you cut off all all they can talk to anyone outside our house except if they bring someone in stir something up and they are filling this room and of course there's some key things about it is that it's a closed environment so you can monitor them all the time Canon cameras there the other thing is that every week they design of two people that we should nominate which the audience can vote out which you here this is a great show and and and also it is the other thing is that every newspaper whatever it is or every kind of media is talking about this so it's a reality TV show it goes directly into the youth segment and it's a lot of viewers I don't know if you have this in here us but in European is pretty big I see some guys from UK here and they are laughing with me so a basis 24/7 action it's happening things all the time so the service offering from free which is the brand name for the operator but in this case it's the Hutchison is the company which has is based in Hong Kong malucia's which is visible in Italy UK Sweden Norway Denmark and I don't know your town but the Hong Kong etc so in this case they have six live feeds you can get in on 24/7 you can connect to those life is to see what's happening of course the shower cam has been the most popular one and but they also have as you see twenty to thirty news items daily so it's like it's like ordinary news 5-6 video news as well a weekly Diaries from participants and they blend this in with SMS which is what you would call I think you would say messaging or text messaging in your phone but that's SMS for me and it bring it with ringtones and images whatever it is so and on top of this of course they have all the other offerings like videos whatever is from like MTV and stuff like that so the pricing for this is sold at subscriptions so what you do is that you buy a Big Brother subscription and you pay two euros for 24 hours to be able to watch that or five years or seven days etc and downloads to your phones were sold separately this unity price if you wanted to download some some very interesting clips from what happening in different cameras for the shower cam but anyway yeah and you have 24/7 publicity every newspaper is talking about this and this is this was reproduced it was same kind of concert in Italy as well it's worth the same in Italy every newspaper was writing about it and then something happened the booster with the person called Oleg on which is a woman and what happened was it got the thing happened I'm not going to get into it that much but it got all the headlines in all the tabloids police were removed which of course in Sweden means that everyone knows about it they did banners about you know seeing this blah blah blah whatever it is and the police came there and things like that and they even used it in commercials so what happens what's after this six percent of the subscribers both access immediately as soon as this hit and it's not about 180,000 live streams and for you working in Internet you know this is extremely good figures for Internet even if many people say you know as millions of people that can watch it usually that's not the fact and everytime was about two minutes and I might sound very little but it's pretty much if you consider it's in the cell phone you might walking around whatever it is and of course it's at last 24 hours this is some weeks ago actually so when this presentation was done they had thirteen thousand two hundred hits that week and less than 24 hours and that we they put seven thousand live stream so it's pretty pretty mess and here you can see actually what happened and you can see just where it dips and then all that came into the picture and it took like four days so this is a really successful 3G service and so the outcome of course was everyone sharing everyone was really really happy Bounty's and suddenly there was a 3d killer app out there that actually works it might have been very stupid but it did work and got a lot of attention so it was a successful peer marketing thing it was had very much high usage and it had an international rollout as well so this is one of the futures I've seen worked because it was also cross I don't was like you know cross media it was in newspapers it was on the internet it was on the cell phones wherever ISM so this was really really working so in this case the technique factor set up was of course to create this and now people are going to kill me but I'm going to recover from that one as well is that in this case they use the product from us actually running on Linux on screen so they have six feeds coming in directly from the vision mixers going 24/7 which could be accessed by both phones the interesting thing is that in Italy there was a trans transcoding between RTSP traffic and video conferencing 83 to 4 M so in Italy they call the number they didn't browse they call the number for different counts and I think the same thing is going to be set up in UK as well so this was this was how it was set up but then of course the good thing is this kind of product will be released on those tan platform very very shortly so we'd be able to do this end-to-end on a nose 10 platform and copied pretty much their concept if you like to of course you have to find a stupid show to broadcast not you can still do this because of the quick downstream service for the 3d peter compliant so what we're releasing is the 3d PPS we sell live in court reports according to is ma as well it's fine wire input and of course we built it on the excerpt the cause of the reliability because you need to have uptime it has to run 24/7 it has to be cost effective that's the reason I'd actually ended up on limits to start with but that's also because we've been developing our own Apple machines even if it ends on Linux so for us it was just a matter of time before releasing on the Apple platform you can remote control it as well so the summary a top 10 T top 10 key success factors is of course understand operate its business it's a unity price it Prime's the packet how is the service position it's very it might sense you but it's very important for you as a conjugate to understand that because that can actually influence you on how you need to create a content it could be on a very very low technical level that has to be decided depending on how the business model it also is very important that it's integrated towards existing system legacy systems and especially on the broadcasting or the media sign so it works with their workflow in within their production environment that's another key issue so you don't have to take your mpeg-2 and reformat that into it an AVI filing - whatever it is then well put it out and then do it it has to be able to take it directly from the video server push it through system get it out and of course QuickTime and this is also key thing because you can pretty much swallow any kind of format so it's very very important to have that kind of workflow time to show time breaking news must be breaking news if you have a set up a system a way of doing this that breaking news takes three hours it's not breaking news it has to be done in one minute and I can tell you if you buy a subscription for breaking news to your cell phone you're pretty much expected to get it before everyone else because it's a cell phone hour moving around and that's the whole idea with being mobile and getting these kind of news make sure that the format's are fully compiling the 3gpp and 3gpp - I know there are proprietary formats out there works and cell phones but all cell phones on the market supports at least 3gpp or 3gpp to and the division within 3gpp and three people - is the 3pp is basically used in Europe and Asia and TPP - on American continent in Japan you have both operates which q3 people - and 3gpp but in general - upp Europe Asia three people - M us but as you've seen it's not that much of a difference it's very very important to understand that all phones today do for 3 GPP or 3gpp2 and maybe a proprietary forms as well use high quality source I've said it's like 10 times are not going to repeat it any more important understand the natural constraints because you're not really used to this if you're doing is free internet or whatever it is it's like understand the limitations make sure you know what's happening on the firewall side do you have X amount of gateways is there any limitations in your gateways and and really get that kind of understanding usually the operate might not tell you but if you can find out see how is things prioritized have you prioritizing scheme for how someone gets into a cell and of course the obvious one is optimized decompression food distribution for wireless networks and put for the display mobile phones and all the ways start with using as little pre-processing as possible only use like deinterlacing to start with and see what's happening the phone because it's a slow screen and many times I see people use a lot of glue and things like that because they also compare this or set in QuickTime but watch it on the phone before you do that streaming versus download always Street a download as stream when we talk about this if you do 64 kilobits set or 64 kilobits but you don't have to be as constrained as you dropping a lot of frames and using very very little video buffer verifiers but you should always create it as a download file set except if your operators as well go ahead do whatever you like but I think that that would be T of you letting the operator know that you know for a fact this will cost you more if I do this kind of big phones and and of course be the expert because no matter what you've heard people saying here probably here and other places is that the operates carries this is a completely new business to them they are used to handling speech and having radio networks and they just barely sone using IP networks and being sort of IP bit pipes so try to be the expert because that's what I really need and make sure that they do understand all the complexity of our production and of course the most motional support is test this is this is new to you as well this is new for everyone and it's going very very fast at this point all development so it's really important to test out to see both from technical point of view and also to see is this a good service did it work out is it really good to do this music video maybe we should do something else whatever it is I think that is that is the key thing so that's it