This document discusses opportunities for 3G personal video services and provides examples of innovative video applications. It summarizes the growing market potential for 3G video as the technology enables new types of mobile media sharing and social networking applications. Case studies show how music and sports content providers have engaged audiences through mobile video features. The document argues partnering with HP can help deliver end-to-end 3G video solutions and services across networks and devices.

1. Test drive mobile video services
with HP OpenCall solutions
Claude Florin
Marketing Manager
July 24 2007
© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. 3G personal video
Market trends for personal
•
3G video
Case studies of 3G video
•
applications
Technology enablers
•
Benefits of partnering
•
with HP
2 24 July 2007

3. Benefits
Market Portfolio Case studies
3G video market opportunity
800 3G subs. ~80 personal video users in 2010
Central+Eastern Europe
USA / Canada 2007
70+ 3G licenses
3 3G WCDMA licenses 57
>40M 3G subscribers
48
18
12
Japan
46
3 3G licenses
>40M 3G
42
subscribers
South E. Asia
3G personal video 37
20 3G licenses
users (millions)3
151
Middle-East
30+ 3G licenses
76
76 Brazil
34 6 3G licenses
3G video content
35
13 21
3G video telephony
7
20
07 20
08 20
09 21
00
Sources : Alcatel; OVUM, 3Wainhouse Research, 2005 : adoption of 3G video
1 2
3 24 July 2007

4. Market Applications Enablers Benefits
Personal video is shifting into high gear
Evolution of services
Early adopters Critical mass Mass market
e m n es
o
o
l
ai
gt
de
rin
IM
Vi
2011 MMS
SMS
IM
2005
SMS
l
S
ai
es
o
M
em
de
on
M
gt
Vi
rin
0% 20% 40% 60% 80%
2 B$ 5 B$ 15 B$
Sources: Jupiter, Europe (EMEA) service migration, 2006
4 24 July 2007

5. Market Applications Enablers Benefits
Personal video is shifting into high gear
Video exchanges between phones
30 %
25
20
2G Total
15
3G Monthly (1-3x)
10
3G Weekly (>1x)
5
3G Daily (<1x)
0
ce
UK
A
n
y
ly
an
ai
US
Ita
an
Sp
m
Fr
er
G
Source: m:metrics, Oct. 2006 benchmark survey % of all mobile users likely to use service,
N=12438 (France 4800)
5 24 July 2007

6. Market Applications Enablers Benefits
Personal video is shifting into high gear
Growing 3G video user generated content
70% of revenue 20% of revenue 10% of revenue
• Voice, SMS, MMS • Portal content • Group-user-
bundle (films, sport, soap, music) generated content
• Personal and group calls (blogs, messages)
• Hosted-user-generated content • Friends and family
(clubs, enterprises) content (photos, videos)
• Advertising
70%
Revenues
20%
10%
1-10 11-100 101-1000
Services
6 24 July 2007

7. Market Applications Enablers Benefits
Who will be tomorrow’s users?
Where 3G early adopters will come from
Exploration
Young
Ambitious Techies
Adults
Socials
M1
S1 P2 P1
Sociables Pioneers Materialists
Status
M2
seekers
Instant gratification
Lasting benefits
A1
Traditionalists Achievers
Status Seekers
11%
28%
31%
19%
47%
20% 22%
22% Stability
Source : C. Andersson et al., Ericsson consumer and enterprise Lab, Take Five segmentation
7 24 July 2007

8. Market Applications Enablers Benefits
Make sure the Sociable stays connected
Using video blogging
Register: www.3Gvidcast.com
Simple video call
Record blog
Verify and post to blog
8 24 July 2007 OpenCall Video Days - Claude Florin

9. Market Applications Enablers Benefits
Make sure the Pioneer can discover
Mark can view his web cams or
browse public cameras
9 24 July 2007

10. Market Applications Enablers Benefits
Help Achievers be productive
With Video conferencing and
monitoring, Isabelle, an Achiever,
can check multiple places.
• She shares information with
colleagues
•She checks children in the school
•She can improve home security
10 24 July 2007

11. Market Applications Enablers Benefits
Innovation case study
Trip 1: Capitalize on a passion for sports
Sports fans use 3G to watch and share sports interests with others
Innovation Opportunity Initial Impact
Extend BBC’s Football Focus “Your Shout” Audience used short code to access video
• •
video messaging interactivity content and sent in video messages to be
played on TV
Initially received few calls per show.
•
Ramped to 350 calls per show, with 15M
viewers
BBC now has a range of different
•
programs with blog content
11 24 July 2007

12. Market Applications Enablers Benefits
BBC Sport’s Football Focus encourages
audience participation
Nick uses short code to easily send live
video messages to be broadcast on TV
BBC initiated this in 2005 with World Cup
Focus, Match of the Day, attracting
millions of viewers. Similar TV formats are
available in several countries.
•The response to good questions is
immediate
•People like to be on TV
•Some quality and technical limitations
exist
Source, : Chris Yanda, chris.yanda@bbc.co.uk
12 24 July 2007

13. Market Applications Enablers Benefits
Innovation case study
Trip 2: Tune into audience’s musical passion
Music fans make video calls to receive exclusive interaction with artists
Innovation Opportunity Initial Impact
UK band, Sugababes launches single Fans preview music video, interviews with
• •
“Push the Button” using 3G video the band and concert information
Download wallpapers and ringtones
•
Increased viewing time from 2 minutes to
•
over 7 minutes
13 24 July 2007

14. Market Applications Enablers Benefits
Make sure the Materialist is entertained
Alice, a materialist, watches the
latest music videos from
Sugababes, buys tickets to
upcoming concerts.
14 24 July 2007

15. Market Applications Enablers Benefits
Island Records establishes connections
with fans
15 24 July 2007

16. Market Applications Enablers Benefits
Innovation case study
Trip 3: Boost social communications
Pole position combining social networks and content sharing
Innovation Opportunity Initial Impact
Start sharing content from your handset Push to video client trialed in 2005 with
• •
address book Orange UK / O2
Beta 2.0 for instant communication on
•
Sybian S60 in 2008
Infrastructure IMS for evolution on IMS
•
16 24 July 2007

17. Market Applications Enablers Benefits
Boost social communications :
A day of the life of friends
Nick:
Nick: “I’m
telling you,
it’s perfect.
Let me
show you
around.”
17 24 July 2007

18. Market Applications Enablers Benefits
Boost social communications :
A day of the life of friends
Back at her
desk, she
catches up
on her PC
to see
what she
missed :
Nick’s
photo,
Mark’s IM,
their call
and the
video
18 24 July 2007

19. Market Applications Enablers Benefits
Build a portfolio that satisfies users and
maximizes revenue
Content discovery User content
Music video Blogging &
Sport Call completion
Karaoke messaging
On-line access Marketing
Conference Monitoring Contact Center Advertising
19 24 July 2007

20. Market Applications Enablers Benefits
3G video service portfolio
Technology requirements
Network delivery Video processing
Technologies
Convergence
IMS
Adaptation
Content
2.5 - 3.5G
Control
Session
Interaction
Processing
Services
Multimedia call completion
Personalized content search
Music, sport promotion
Blogging, communities
Advertising and marketing
Video messaging
Video contact center
Video conferencing
20 24 July 2007

21. Market Applications Enablers Benefits
HP OpenCall Video Service Creation
WEB design tools
OCMP service management
Video call flow editor
21 24 July 2007

22. Market Applications Enablers Benefits
Deliver end-to-end 3G video services
Access Network Service platform
Video services
J2EE application server
SIP client
Notification server
Gateways Voice XML/ccXML browsers
SIP
MSC SIP
Media processing
ISUP/ISDN 3G GW
Node B/RNC
DS0
Lu-cs
RTP/RTCP RTP/RTCP Call signaling
3G -324m ISUP/ISDN
Handset
DSO
Radio Access Mobile Circuit Switched IP Core Network
Network Core Network
22 24 July 2007

23. Market Applications Enablers Benefits
Offer videos in any format with
transcoding
288x352 pixels (CIF)
800 kb/s 30 frames/sec
800 kb/s
802.11
Handoff!
Enable handoffs between
400 kb/s 288x352 pixels (CIF)
different networks
15 frames/sec
3.5G 400 kb/s
Real-Time Dynamic
Video Transcoder
128 kb/s 144x176 pixels (QCIF)
3G 15 frames/sec
Original video
128 kb/s
288x352 pixels
30 frames/sec
800kb/s
96x128 pixels (SQCIF)
48 kb/s
2.5G 5 frames/sec
48 kb/s
23 24 July 2007