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title: WWDC2004 Session 713
framework: wwdc
role: article
path: wwdc/wwdc2004-713
---

# WWDC2004 Session 713

## Transcript

Kind: captions Language: en ok ladies and gentleman thanks for for attending a session today my name is Benjamin Fineman I'm a senior product manager in the in the quick time group and I focus on mobile media delivery solutions today we're going to split our time into two presentations one from Erickson Eugene's army and so he's going to take you through a little bit more detail the components of their mobile delivery solution and talk a little bit about how Apple integrates into that and then we have dr. David Gerard from Boyd Telecom which is a major European operator that we've been working with on video services and he's going to take you through what it takes to create and deliver content from the operators perspective at the end we'll do just a little bit of QA so I'd like to invite up Eugene the clicker is now yours all right good afternoon everybody my name is Eugene Samantha's been mentioned earlier I'm a product marketing manager as well but mainly focusing on Erickson's content download and streaming solution how many of you here were in yesterday's presentation ok so a lot of you were there so I just to give me information on whether I'll repeat some slides because I expected a different set of audience but in any case I mean what I'll be going through today is first to go through again some opportunities that we see in wireless media but this time going specifically into customer cases where we've seen successful download or streaming media services after that I'm going to go through the challenges operators and Ericsson and what challenges we see in the mobile media space and finally I'm going to go through success cases where we have helped operators launch streaming services both in Europe and in Asia so I'll start off with my first slide which defines what is mobile media because this basically lays the foundation of what I'll be talking about in the next few slides well the way the solution from Ericsson answers mobile media today is that it's services involving delivery of video audio and speech content through Wireless bearers now that Wireless bear could be CDMA technologies could be wireless LAN technologies could be GSM and wideband CDMA technologies and why we've isolated to this is because we do have other sets of platforms or solutions that cover media such as MMS such as SMS such as instant messaging which which is what I believe is more a peer-to-peer type of service so mobile media in the way I'm going to talk about it about it today is streaming and download of video content audio content and speech content so now we see an evolution of networks on the wireless side and we have two g networks and 3G networks and what we see is that as the bitrate capabilities increase in the existing mobile networks the amount of services that we provide over these networks steadily evolved and also increase in functionality so if we originally just had voice okay and SMS and simple ringtones we're now moving into polyphony polyphonic ringtones we're looking at MMS with music some video downloads and Sauvage some java applications and as we move further into 3G bit rates then you know we'll be looking at music with high quality high fidelity sound we have not just ringtones but actually master tones which is the original version of that of the of the clip it where it was taken from and then we're looking at packet switched and circuits which streaming so just you know this is just gives you an idea of where we're headed and in terms of opportunities that we see in this space okay according to Business Wire right this is on the fixed side there was seven point eight P 7 billion streams in 2003 that's a hundred percent increase from 2002 or the year earlier and we see that same expansion or growth going down this is also going to happen in the wireless space and just also from another analyst its strategy analyst they see that in 2008 over 150 mobile users will be there will be viewing video content and video services generating 4.6 billion dollars so this is one of the analysts some are saying six billion some are saying a bit higher some are saying a bit lower but there's basically a lot of revenue to be made in the wireless media space okay now to give you an example of what or which operators are actually mature in Wireless media I have two examples one from Japan where they have launched a lot of 3G handsets they're going to increase their subscriber base by six-fold and one of the operators they there which is NTT DoCoMo they launched a service called M stage visual which we which subscribers pay for on a monthly fee and they also charge for a transmission transmission charge so the monthly fee is $1 one point eight dollars to access all the content in their portals and the transmission charge is roughly fourteen cents per minute of data also in the same region we have South Korea Telecom who is also earning a lot money on on mobile media they're earning an average of seven point five u.s. dollars on top of their existing revenue because of the streaming and download capabilities in their network and what you can see here is that they have a video on demand service with 400 channels and top three types of content that people look for is TV content adult content and music content but you know these are just normal content that you pick off of TV this is probably the highlights of let's say a football match or highlights of certain things so it's compelling content it was surprising for the CBO to see that people want to view TV on a mobile phone and this is just an example of what all the other operators around the world could be you know this could be their situation in the future okay now apart from the opportunities Ericsson has also done its own Studies on what services subscribers would like in the mobile media space so we surveyed 40,000 people around the world in 11 countries actually and this was done by a internal group called ConsumerLab which just looks into user behavior and user statistics and specifically for streaming and download of video content what they found out was there's three main categories that people look for it's the music category the news and the sports categories and before I say anything else I just like to say that this three main content types were chosen by the early adopters and these early adopters represented 40% of the total population so if there was forty thousand respondents 40% of them were early adopters for streaming technology and out of that 40% there was 15 percent who said I'm not going to pay for this okay one thing that you would see 15% of the early adopters for streaming wanted just music news 21% wanted just news sports said 11% wanted just sports and then you have the combinations of music and news 10% sports and news 9% and music and sports 4% and then there's other types of content and so it gives us insight on what we should promote towards operators that they should focus on these three main categories one also important thing to note is none of the respondents said we want games only they wanted games with music games with sports but not music not games only and they are this just tells us that when we come up to an operator promoting our end-to-end solution we always tend to focus on these three content types or bringing in partners for these three content types okay also from that study we try to find out what sort of revenue potentials we could have I didn't put the actual figures there in terms of currency amounts because then we could always argue if it's big or not but what we saw was how does it impact its the existing voice revenue that the operator is earning well there's very little cannibalization and what people are saying is that if I am offered a new service a music service and a sports service I'm willing to double my spending on the data services that I get and so that's that's another important reason why Ericsson is heavily investing in mobile media mobile media solutions okay yesterday I talked about our role and talked about how what we want to do with the application developers again our role is to develop the end-to-end solution person-to-person applicate as solutions and applications a person salute we also want to try to bridge the gap between the media industry and the mobile industry and we've been asking Apple and asking a lot of partners to help us do that and I think slowly we're getting there then of course we want to address the content aggregator space bringing in content providers application developers towards the operators this is a repeat of yesterday so I won't really focus on this so in the end-to-end chain from creation of the content to the actual delivery to the handset what are we doing in these different processes or different stages of the delivery of content from the content creation side as I said we have mobility world we have partners we create packages of applications that we match towards operators so if we approach for example a company called Amina in Spain the way we approach them is we have a mobile mobile mobility world representative and he says these are the things that we have a thousand different things pick and choose from them or which ones or we give them also information about how these services are if they're successful in other markets why they're successful what sort of revenues the potential and business case would these applications have and how it would impact their network so from that side we have mobility world as well as the tools that we sell with our solution to enable operators to create content on their own or resell that content or actually buy content from content providers on the other side from the terminals the activities that we mainly do is testing IOT testing with our own handsets as well as all the other handsets from Nokia from Motorola from neck and the rest of the terminal suppliers across the globe so we do support for that now our main offering an our main car well actually our core competence in Ericsson is delivery it's integration and is the wireless network okay and that's why we focus on that in terms of transport we make sure that our platforms have the features and functionality that inter work with the core network and radio network that the quality of service is maintained end to end between the handset the range of eight stations the range of base stations connected to our our switches and then the switches connected to our streaming solutions okay so we not only address the features on the product itself but we also develop features on the radio and core side apart from that we do integrate or we focus on business logic the product that we sell focuses on the business logic that will allow operators to charge to provision and manage the different nodes that we're introducing because this is where we're coming from this is where Erickson's competencies we've been building mobile mobile network technology and integrating this for more than 100 years so this is why we're focusing on this area okay so knowing our role and our function in the end-to-end chain what's the challenges we see and what challenges do operators see and I think my colleague from week we'll be discussing their their views as well but in our point of view there's four main areas that are challenges in delivering mobile media content first for and foremost it's having the right content in the right applications in operator networks it's still not that easy to find that killer content okay then there's the handsets to know the problem of making sure that every single content is delivered to handsets and commend those handsets can decode and play the different formats that are available in operators networks but apart from that we also look at entering integration alright let's say I have that I have the content out and my partners are set I have the handsets ready next thing that the operator asks for or the next thing that is asked for is how do i integrate the solution how do I make sure that the billing interfaces are are set that the prepaid interfaces are set how about my integration to customer care how about my integration to network management and finally of course there's how should I charge for this and this is still an unknown area for a lot of operators there's so many ways you can charge for this it could be subscription-based event based it could be volume based it could be category based it could be one time free one-time fee or it could be combined with LMS could be combined with voice oh there's so many things that could be of could be possible to on a way to charge for this and that is a challenge because this will actually make or break the service right so what's our solution what's Ericsson solution for this well basically we have come up with a solution an end-to-end solution that addresses or aims to address all the content all the relevant formats all the relevant protocols connecting that content to the handsets or the devices that will receive that content and what we've done is in Ericsson or what we focused in Ericsson is a development of a network integration node and what that does of course is do the integration aspects that basically develop features that bring about our core competencies and what it does is it allows us to have streaming services now it could be a Sun streaming server or it could be a QuickTime streaming server what we want to be what we want the system to be is agnostic to extremist server or streaming platform because we want to address the content space so if an operator says I want this type of codec and this other streaming server provides it then we put that in and I think QuickTime is is really helping us there in terms of the new protocols that they're supporting and 264 is coming up so it could be it could happen that you know operators will start asking for that and we will deliver it with that we do also provide content upload for for the content providers content storage rating for that content and a subscriber database to hold the information about which services that subscribers want ok apart from that I'd like to explain to you how our solution which is ETDs fits into the radio network and the core network the way it works today is we have both support for both circuit switch and packet switch which is a quite a key strength because a lot of existing solutions today only address the packet switch space this is more wireless technology infrastructure so you have your radio base stations connected to controllers controllers connected to gateways and then finally it's an on the internet or within the operators walled garden and then we have integration to content creation content management HLR and targeting systems ok so I told you that one of the challenges is integration and that's why we focus on that we make sure that we have integration points to the billing gateways we have integration points to network management system so when we talk about network management systems it could be HP openview it could be compact Kamath anything with smtp us or SNMP support ok we have integration points towards a triple a server where basic we get the IP to MSI's the end mapping this is important because on the wireless network you need to find out what MSISDN is so that you can charge for it so it's like that if you look at it from the web perspective it's your key to access streaming services okay apart from that we're looking into integration with or creating functions for MMS okay integration to that and big is a video interactive gateway which allows us to have circuits which services okay on the encoder side we do sell products based on QuickTime and we do promote QuickTime based encoders like the Final Cut Pro and a QuickTime Pro is it yeah QuickTime Pro but we do have also other partners that we package along with our solution ok now let's let's say we address the integration part how did we address the application part and how do we make sure that there's enough applications out of the handsets well we have a mobility world program where we focus on making sure that developers have the ability to create then after the creation process we take those applications verify it in our test labs make sure that it's tested properly it integrates with operator networks and then we go to market with that okay from the developers site we have WWE Ericsson comm slash mobility world and there you'll have all the SDKs not just for streaming and download services but you have api's and SDKs for location-based based information for parler services which is voice related and there's also SDKs on how you know you can push SMS so basically anything with regard to mobile network technologies and providing applications on that you can find the development tools there we have support services forums and we of course have success stories of certain application providers who have made it big with us okay on the verify side we try to as much since we packaged applications and services towards operators we need to make sure that it's tested very well because basically we do first line support for those applications and the first thing the operator says is Ericsson why doesn't your application work so we need to do very stringent tests on these applications and we do that through a process and we have a lot of things that we look into in the testing process after the testing and verification then we go to the market and there's roughly 30 centers worldwide where we have mobile sorry mobility world representatives and these mobility world representatives the only thing they do is sell applications they go to each operator and ask them what do you want where your service is headed how can we help you and that allows you as application developer to push your content without actually having the the manpower do you know to fly across all the go so we do the front-end for you okay on the terminal side we're heavily relying on the standard as is Apple and we've been drivers for the packets we switch streaming standard for a while now during the times when it was three or four years ago when I was trying to sell streaming solutions but a lot of the streaming solutions were proprietary there is a proprietary codec from guys from Seattle quiet codec from this guy and there's like four solutions all proprietary and we couldn't live with that as Ericsson being a driver for standards and being a driver for GSM we needed to make sure that there is a standard way to trance transfer these files and encode these files and we did that through the packets which streaming standard so what came out of that is you a prof information which basically allows you to find out the terminal capabilities of the phones that you sent that you send content to or is retrieving content from you there is a specific standard on DRM but it's very limited it took them a day and a half to hack it and now it's it's not that difficult to hack that so and then for the codecs we have AMR narrow band wideband AAC which is the next-generation mp3 h.263 and mpeg-4 h.264 is coming in r6 we have scalable polyphony MIDI and as you can see all the things that Apple has been working with RTSP RTP SDP these are things that is in the standard as well okay apart from that we have for scene description smile 2.0 and for text and images we have a following okay you can get it get this off of the 3gpp site so that ww3 GTP's org and you know you can get the latest information of what's happening in the standards okay so that's addressing the terminal space so I think now I'll focus mainly on what we've done and with other customers or some of our customers I'll focus on three because the rest we actually have roughly 15 customers but I can't really disclose them to you but I have three samples that I will be discussing all right so we have mobile in Slovenia they were first customer actually and they started launching their services in 2003 and in terms of services they you know listened to us and put news put sports and put music content there apart from that they had their own thinking of putting a lot of adult content which is really taking up their I don't know why but they also have live TV and in their launch during less than two weeks since the introduction they had a hundred thousand clicks to various erotic content well we'll see maybe that's the way forward for this but there was a lot of interest in special special weather programs where people were stripping though and there was a lot of services around that now basically what happened is after they launched after a year of launch they were able to penetrate 40,000 percent of their subscribers so that's quite a quick penetration rate I mean that's that's one of the best they have actually in their span of launching services and right now they have roughly four hundred forty five thousand users they are growing at eight thousand per month so they could reach one hundred pretty soon in terms of content providers we have given them some content providers and we've given them support and providing them with the content that they're looking for okay so we have discussions now ongoing with Sony Music and MTV another operator that we worked with is a menace pain they have been very good supporters of Ericsson and they launched services such as TV programs from Canal+ and they have also music sports cinema and fashion content in terms of content providers there is a group of priests a-- which is a media company in in spain and the way they charge for this is basically one thing that i missed on the other slide was charging alright the way they charge for these services is they charge on the time the person is is browsing content so it's time-based for a menace spain they charge on time-based charging as well and there's no specific charge but they're now looking into support and once that happens I think then they'll go into the broad base because if you look at Europe it's mainly prepaid subscribers they're okay then there's telefónica they launched in december 23 2003 they launched almost the same time as a manner because you're competing with one another and they have the same set of services they have Spanish TV channels and in terms of charging they do have prepaid support today and we did that for them so apart from the success that they have with the service we've you know what I haven't really said here is the integration that we've done integration into fault management systems integration into their content management systems and we've been very successful in quickly deploying that actually we had one customer where they wanted to launch within a month and we were able to deliver actually it took took us one week to install two weeks to integrate well that was one of our best times and to integrating a platform for one of our operators and the price levels for californica is 1 euro per video ok another important customer that we have is sunrise and the difference with this one is we provide them with the hosting service so they don't have anything we provide everything from the platform the streaming servers and the applications and we aggregate that content for them they only pay us for usage basically and this has been very successful they launched in July 2003 we've used a lot of the mobility world partners EMW garrix and mobility world partners they price per clip that's the difference with the rest of my previous example so they price per clip and they also have subscriptions for groups of content so you pay a subscription fee let's say HBO content and then premium prices for the clips we recently launched with them EMU's which is a music service and this music service allows subscribers to look into let's say Britney Spears website and find out latest information about her her ringtones her music and also you know ask for MMS content that they know they can show their friends and we had the in in Asia last year a slogan which is make money by making people famous because you know how operators will make money is if they can make the subscribers famous with their friends oh look I have the latest football goal in year 2004 by let's say Portugal or maybe here if it's the San Francisco Giants then here's the latest tackle all right summary there is a lot of opportunities and it's happening now it didn't happen as much last year but this year we see a lot of positive results both with our operators and with operators have launched streaming and download services Ericsson wants to be your business partner and we want to take you to our operators and we would like you to join us in Erickson's mobility world program the link is there if you need to get contacts just please approach me and be part of the mobile and media convergence thank you [Applause] Thank You Jean for an excellent presentation so coming up next we've got dr. David Gerard who's going to now talk about a similar topic but from the perspective of an operator so with that I'll hand over the clicker my name is death doesn't move he doesn't change I work in the department of new technologies at become it's a French operator I make I will make a brief presentation in it in a moment the topic of this presentation is video services of a mobile network and here are the different aspects I will I will deal with first I will speak about my company because we are a small operator and it's interesting to know why we are making video right now I would talk a little bit about a mode but my colleague in next time shot we have a deeper presentation of it I see I think so I will be rapid I will also talk about the network constraints and the type of networks we are operating and also the answers because it is one of the most limiting device to deploy video and then I will go deeper into the subject that is I will present two simple services that are launched to this video mail and the other nodes and as a conclusion I will make some talk about shooter trends both in the content aspects auto and car the content and the transport problems how will the transports evolves in the future and that will be all so brick they come in the previous slide there was the way to pronounce it it was very difficult for Nancy Tina for American so the network started in 1996 we have 6 million subscribers it's approximately 18% market share in France and we are operating gsm/gprs network we have a national wide coverage for both technologies and since we are only friends operator we have a lot of roaming agreement around the world that makes us possible to have access to remote services while we are being here in the States so it's quite important for us we we intend to evolve our network in 2005 we are making some service tests in France with edge technology which is a very important evolution for us because we will from one day to the other again national wide coverage as a position to 3G networks that are most of the time operate on spots and which edge we will gain a fourth all the throughput so very interesting to have bigger files to download for instance in 2002 we launched the I mode i mode is internet for the mobile mobile phones but in a simple way in a simpler way than for instance WAP because it's reuse protocols and protocols existing for the web so many is HTTP based and it uses the email instead of MMS one particular idea of it is that the operators specify completely the services and also the phone functionalities that is way with other operators we exactly define the layout of the phone's functionalities as inside the keyboard everything so that the users exactly know from an economic point of view are to operate this phone which is not always the case with very sophisticated phones the idea behind that is to make it very simple for everyone to produce the services so far we have mostly 10% of our clients that have shifted to I mode since we we launched it and finally well that is the topic of the presentation we we launched with this one we launched a video services end of my pleasure so balcony mode in a few words it is a technology that is licensed from NTT DoCoMo we deployed it in 2000 in Japan it is licensed to I think approximately 10 operators worldwide mostly in Europe and one in Australia it has 42 million users so it's quite important well maybe 40 millions in Japan but it's increasing overseas ok and I think there is a problem with the slide something that comes again concerning the network for packet data we use G ferries and that is we have throughputs in the range of 40 gigabit per second is in the downlink and 20 feet per second in the uplink it is a best default network that is well if you don't have any radio resource then you you have to wait a little bit and most of that you will see after you also have the fact that that voice may be pre-emptive over data that is that if you know a lot of people want to place phone calls then you you have to wait for your content and sets is the big limitation today most of the generation set supports three are three plus one that is they can support 30 kilo bits down income 10 in the uplink it's a little less than the theoretical throughput arrival for the emergent sets we specified that they should support 3gp file format that is for the video they use h.263 and mpeg-4 video codecs in resolution exclusive sis guys 176 by 144 pixels for QC and for the audio we use to codecs one dedicated to voice which is a IMR that comes from the GSM world and the other one which is AC they come from aisel MV we have a very very simple data protection for one look that's very simple but still very efficient because we specified the phone in a manner that the the content can go outside the phone so even that very weak protection is a is enough to continue the content provided to be confident in the technology and from from the recording point of view we we are phone with equipped with camera so that we can send a video as a attachment to email so if we look at the there are two constraints when you when you design video clips for mobile phones one constraint is the time the people have to wait before they can show it see the clip that is if I go on to website I click on the URL for the clip if I wait more than 30 seconds then I don't wait more than 30 seconds I could we made some test two years ago and that was a conclusion for 90% of the users when we combine this constraint with the fact that we have a very limited throughput and the network we end up with the constraint on the file size that is approximately hundred kilobytes and if you look at the table then you can see that the download duration time on edge is approximately between 20 30 seconds and the Opera duration is more important it's 80 seconds one thing interesting to see is that the phones today are not operated by a multitask operating system so when I download a clip from the web from from the website well I wait but I can't do anything else if I sent an email with a video attachment it is the same problem so from a user perspective it's very problematic and we have to find some solution and one solution is you increase the bandwidth so you go to edge and then you have shorter upload download time and that is the the way we're going to we also have a problem with video quality because if we have very small files if we want to have a a duration acceptable there is in the range of 15-20 seconds to give the users a piece of information that's not only a still image then we can't have video video bitrate very high we are in the range between 32 to 64 kilobits per seconds I will show you later on what is the type of quality that we can have on very very hard content that is on football games for instance if we look at video mail services it's a service very intuitive because it's like an email you just you just shoot video with your phone and then you open the email email client on the phone you put the end video as an attachment and you sent it so very very clever very simple or if you are just a physician to do so is the video a video that you downloaded from the web is not a lot then you can forward it to to sominex i said i Mahdi's reuse some technologies existing on the web so what is good with that is that you can address any email on the web so almost everybody and also you can raise some mms recipient if you are the left one number there is in fact that get away into the network that makes some translation between the email format and the and the enemies on the recipient on a recipient side well you could have different case if it is inside the name own network then is very easy to is no problem if we talk to an OMS client that's what I talked about and if you talk to someone on a PC on six network then you can show you can look at the video using a friend and quicktime which is very easy to get the video download is the other service so it's a HTTP download it has a little over read during the transportation so we have to think about that when we when we look at how to charge the the content and it's very important because the user space for the photo for transport here I put different captures in order to to show you the steps the idea is when I when I go onto the I mode portal there is a maybe I'll show you in a moment there is a touch on the keypad and keypad if you press it you just go on to the website and this is the the portal you see and left and then it's very very similar to a web navigation so I'm going to show you a video clip if we can switch to the camera don't know if we can good light a little down I will play it again before making some comments so as I mentioned there is a fixed okay good you can see the length of the video here well it's a little better on the on the screen of the phone because there is degradation in the process but there you can see the size while you have duration of about 12 seconds it's a video clip encoded at 64 kilobits per second and there is no audio on it so that gives you an idea of the kind of quality you can have that type of content is very hard to encode because well with the brass with a lot of tiny details there is a lot of moving objects there is a lot of players and also some small objects like by the ball so you end up in having that type of quality could we switch back to the other place okay so if we look at how all that is charged we have an iPod something very simple well at least in the beginning it was very simple but it's a very hard to live with it while it evolves it is simple in the fact that we which has one one sent by kilobyte so if you just make email that's right because an email is something in the in the kilobyte range to Africa device and when you start to download files that are in the range of 100 petabytes then it makes you something like a gyro or a dollar which is approximately the same for a video and starts to be really expensive and on top of that the economic model that the content provider want to use is the same as the window as the ringtone economic model that is they want to charge for a number of video you just subscribe for a month and during that month you could get a number of video and at the moment it's in the range of two to five videos so I will talk little bit about content content creation and some consequences of the file sizes we have since since it is very limited then we we need to work on the video and well it's not our job that we we have to have the content providers to to work on that the story about this is in a mode we have content providers coming from a reasons that are very different from the from video where people are making newspapers where are people selling ringtones and all of a sudden they want to put some video on their websites and we have to tell them or if you want to do so you have to use such tools you have to you follow such rules and what we have to define those words so video sequence must be very simple that is not not too many thinkers there might be a contradiction with the kind of trailers that we can see where everything is going very fast and Indian you you don't see anything if you can call it right away we have to also optimize the sound the sound is something very to which the user is very sensitive in fact if if you put two videos with some tracks and other the different qualities then although they are the same the users will prefer the one with the best soundtrack so we have to live with that on there are some contents for instance if you have the news then someone is speaking you can use without any problem or voice codec but if you have someone singing if I start to sing right now if I want to encode that then if I use my marker delve into the end of the world because there will be some glitches in the soundtrack and it's unacceptable so we also have to define how to turn cut that and to do so we we have the H II codec which also requires a higher bitrate so there is a compromise between the the amount of data that you put into the audio on the amount of data you are in the video for the digital write management there are several ways to do it at the moment the only tool that we we have to create content and to have the protection is a quick time quick line Pro that completely supports the file format defined by NTT DoCoMo and well it can be seen as a limitation for certain content providers but it enables the the protection if we have a look at different parameters we can use hey there is the different profiles optimized for duration of video quality and you can see the video quality and audio I'm looking for the okay duration is there so if you want a high quality video that was the parameter set for the football sequence then you encore at 64 kilobit per second with 10 to 15 frames per seconds that number of frame per second is largely sufficient due to the definition of the image and you can use IMR katako I'm a I'm architects or you can use not using acrylic if you just want to emphasize the reaction and then if you don't mind that much about the video or if you have something very static like I don't roll those seconds you can encode the video at 32 feet per second and you end up with a duration that is twice the duration of the high quality video if we localized works in a quick time well when you when you export file you have a source file a clean source file in in QuickTime and when you export it to 3gp 3gpp file format you have different tabs in which you can select the the format of the file so there it's the mobile impact for it's the format defined by entity is exactly the same thing as 3gp except that there is the DRM on top of it you can define the definition also the if there is no Geo Tracker or not and then you specify all you on call the audio on the video and it's very very intuitive to to do it so it's a really nice tool also all that is what can be done today the services just known so we don't have any any figures to provide say where it was where the users are very satisfied with the quality till we we are working to define the service we will happen to the coming years taking into account the evolution of the network and that's why I'm talking about the future trends one concerning the contents one big need is the improved non-coding tools someone yesterday mentioned the fact that MPEG 2 is now all standard that improves everyday inefficiency in coding efficiency mpeg-4 was hit the market very recently so we we evaluated few tools and we we have similar results but we think it could be really improved by the use of to pass encoding for instance better analysis of the sequences and also we think that the encoder the core of the encoder will also evolve and we we hope so we hope there will be a lot of progress down then we can increase the file size in order to have while longer clips or to increase the quality so here there is a trade-off what the users in the end want and it's not a very easy question because depending on how we charge the content what if I charge 1 euro for 10 seconds of video and if I continue if I charge 2 euros for 10 seconds of video but with a file that is twice the size then maybe the users although the video quality is better you won't understand so we really have a problem of how to charge the content then what is what you saw on the phone is a is a fun with the QVGA resolution so you put a QC content and cute video you can zoom it you can make it fullscreen but then you have some artifacts due to the extrapolation and one interesting thing would be to increase the image definition in the 3gp file if you do that then if you go from QC to cued video then the surface of the images double mostly double it means that if you want to keep the same quality you have to double the file size so it's a never-ending problem whatever your change you have to improve something so we can look at the encoding tools we can also look at the codecs there is the h.264 mpeg-4 AVC that is being introduced there's been some press release and so on we should gain from that 50 50 percent in the for the same quality we should get 50 percent but we are waiting something working for mobile phones because we have the uncolored problem and also the availability of colleagues for the phones and then what another improvement could be the use of a series AC place where we could achieve iodo quality for hostel after bandwidth so also improvement very we're waiting for the contents there are two two revolutions one is progressive download because as mentioned earlier if if my file size is too long and if I have to wait until the end of the file side is download then maybe that waiting time is too long for me and I quit so the idea with progressive download is to start downloading the file and as soon as the reason of data into the buffer start playing it so this improves the user experience with a click and play exited plays and it wasn't calling of some contents with IRB thread and the they are the available throughput on the network so that's very interesting if we want to increase the quality of the entry then the other way is to look at streaming for video or on demand or for large channels it's possible it's possible today but one limitation is that if we have one user streaming at 40 kilobits per second yourself then it might be the only deeper issue in the cell so it's just wrong limitation and it will be possible more easily when edge is deployed and because of course um there's a problem with that is we need to introduce new elements in the network we need to introduce trimming server or we need to define an architecture that is that is good both for us and for the content providers because there are deep content providers like TV channels they can host a streaming server at home there are small content providers we dub that they will be able to put the money and the knowledge into to make the investment of the money and the knowledge so we have a big problem and so that is the where the harmony is also in the range of this is also the same kind of problem with a big argument that is often even the argument is well if you put some streaming if you have live streaming it is for specific events like football match that is when there is a football match you will send SMS to the users and you say well there is million has been a goal and what you expect is that everybody is going to go to the streaming server and make some requests and if the dimensioning of the network is not good then you have a big problem it doesn't work so Albany is the is something very very difficult to resolve one last point is one of the last point is the interoperability problem as was wanted in the previous presentation you can have you can find a lot of brands of streaming server that may not be interoperable between them and we have to be sure that the day we're on to the service we don't have any problem with that because the user won't understand and last evolution can about the content is or we charge this when I talk a little about that so if we increase the file size then automatically the price tend to increase with the business model we have today another problem might come from the standard bodies because if you read into the 3gpp standards then the mpeg-4 profile that is used is limited in the in bitrate and theoretically we could not go beyond that betrayed today with with what we have in the specification so we we have a problem it it might not be a problem because with the phone ID for you you could put video with higher bitrate so we just could say well we don't mind except if one day we have a manufacturer that says that well it was not in the specification and I can't support 128 KB per second for content providers we we have a problem of compatibility that is if I launch a terminal today that supports a certain amount of codecs and one year after I start to ship h.264 terminals then the content provider what it will do is they will say well I have one encoding chain I will hit my encoding chain to h.264 and for the guys who bought a phone one year ago then it doesn't work anymore and we have to deal with that and every every time we think about the specification of future phones we keep that in mind so also the content creation tools are important I talked about the increasing the performance of them there is also the fact that Auto manage different profiles for different phones and it has to be addressed and the last point we we foresee as a big problem is the VD RM aspects we there are already a lot of phones on the market shipping with memory cards and on those funds while DRM is not not always and all properly and we have to be very careful about that because without any protection solution there is no no content provider that follows so those are the the future trends and difficulties that we will have to face as operators and also as providers of solutions for encoding and terminal solution fences ok thank you [Applause] you