Inspur digital media

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>>CONTENTS>>CONTENTS

1. Integrated TV Industry Trend

2. Introduction of Inspur Cloud TV Platform

3. Functions of Inspur Cloud TV Platform

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Digital TV Introduction

Traditional analog TV:

Analog information source, occupying more frequency

resource, bearing less TV station sets

Unable to bear high definition video and to extend new

business

Digital TV:

Information source digitization——video

compression ， MPEG-2, H.264, HEVC, SD, HD, 3D, UDH

Information channel digitization——wired, satellite,

ground, network DVB-C, DVB-S2, DVB-T2, IP

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电视 / 运营商面临的挑战

Video appreciation diversification

：Mobile, PAD, PC

Content of independent

choice, rapid update

Unconstrained usage place

Telecom operators ：IPTV——Interactive Video On

Demand

Internet content service provider:

OTT/Internet TV——rich

content

House Using Television,

(HUT)—Beijing

Challenges of TV/ Operator

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应对方案 / 研发目标 / 市场推广理念

Improve user usage experience, highlight TV strength

Big screen, HD, 3D, sound effect, comfortable, share

Bearing expanded business, having competitor function

Increase VOD, interactive, communication, e-commerce,

etc.

Expand business carrier, promote the content to other

platform

Multi-screen integration, expand new business

Innovative applications

Solution/R&D Objective/ Marketing Idea

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Solution/R&D Objective/ Marketing Idea

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Terminal: Set Top Box

Terminal design for cloud computing

Head end service system:

Using multi-business service platform built by cloud

computing

Open architecture supports new business expansion and

third-party integration performance linearity upgrade

Business:

Various businesses based on digital TV, Internet and

cloud computing

Inspur Creative Solution——Cloud TV Integrated System

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Basic Type

HD Type

HD cloud dual mode

HD cloud intelligence

Basic business

HD business

Interactive value added

Data Data broadcasting EPG broadcasting EPG program guideprogram guideCA supportCA supportNVODNVODDigital TV Digital TV receiverreceiver

HD broadcastingHD broadcasting

…………TV APP marketTV APP marketOnline gameOnline gamePayment Payment transactiontransactionOnline shoppingOnline shoppingStock and financeStock and financeTV readingTV readingVODVODTSTVTSTV

STB5197

STB5202

STB7101

STB7161

STB7168

STB7167

2006 2008 2009 2010 2012 2013

STB71XX

2011

Inspur Cloud TV Terminal——Set Top Box

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• CPU: ST 7162 , 600MHz• Flash: Nand Flash ， 128MB• RAM: 256MB• 2 USB2.0 ports ， 1 RJ-45 network interface• External power supply, easy for maintenance and replace


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Vision ：Live TV, VOD, TSTV, local play

SD, HD, 3D, PIP

VOD: IP-QAM, IP, NVOD, PushVOD

Audition ：FM broadcasting, Dolby Digital +

Support audio/video standard ：MPEG-2, H.264/AVC, MVC, AVS, AAC, MP3

FLV, MTK


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Interaction ：Social TV, voice/video communication,

Internet browse, E-commerce…

Set Top Box types:

Wired, satellite, ground, IP, intelligence

+network ： Ethernet, CableModem, EoC,

WiFi / WLAN IPv4, IPv6, PPPoE


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Hardware platform ：ST, BroadCom, M-Star…

Software platform ：Intelligent cloud terminal open platform

built by Linux, WebKit, Java

Intelligent Set Top Box ： Android


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Inspur Smart Cloud Terminal Open Platform

Inspur Smart Cloud Terminal development Platform iSTB™

• iSTB™ is registered trademark of Inspur• iSTB™ is dual core middleware based on wide open

Webkit+JVM• iSTB™ is the important component of InsTV smart

television application framework• iSTB™ can provide three kinds of programmatic

interfaces, including Web, Java and OpenGL• iSTB™ technical specification adopts wide open

business strategy to operator, APP developer and terminal manufacturer

• iSTB™ has fully controllable security system and can guarantee the green and controllable cloud computing terminal

iSTB™

iSTB™

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Webkit acts as Set Top Box browser engine

Webkit is a browser engine of completely open source code

Both Apple’s Safari and Google’s Chrome browser are based on

WebKit

Completely compatible with W3C standard, and its ACID test

compatibility score 100

Excellent performance: operating performance of JavaScript is

over 20% higher than IE and Firefox

Support HTML5, CSS3, WebGL and so ons

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Advantages of DTV open platform based on Webkit

• Rich UI design resource• Update UI and other Apps, no need to recompilation and to update the whole STB system• Easier to integrate Web related application• More convenient to expand value-increasing application, easy to integrate third-party application• Since business progress and UI are separated, the development of core software is more individual• By bringing in HTML5 and other new technologies, it can improve user experience, expand OTT application and expand 3D application


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Dynamic web-based GUI Dynamic web-based GUI without Flash, easy to make

Smooth and bright GUI making full use of HTML5 canvas and CSS-

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GUI webpage can be saved in STB, IPTV server or cloud terminal

Integration browser, business application and

resource manager Browser is not only Internet access window, but also business

application platform and system resource management desktop

Business application and system resource management is done

by browser and can realize seamless switch among Internet

access, business application and system resource management


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Translucent design style, good user experience, richer content classification navigation interface


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Inspur open platform supports CDC/CLDC and other JavaME standards Java features: one compilation performed

everywhere

Java abundant application resources

Compared with Web interface, Java is better at

performing the application of large operation

iSTB™ supports Java and HTML calling one another ,

and App can distribute operation and presentation

flexibly

iSTB™ makes Java application to use DTV resources

（ for example OC, Demux, A/V play and son on ） by

local interface （ JNI ） iSTB™ JNI also adopts open strategy


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Adopting Inspur cloud computing platform

Strong service ability, low cost, good

expansibility, high availability and easy to

manage

Developed according to open standards

W3C, NGOD

Seamless integration with the third-party

system

Internal and external cloud, two platforms,

seamless integration deployment

High safety

Inspur Cloud TV Service Platform

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Provide multi-business supports for STB

TV, VOD, TSTV, Message, Game, E-commerce,

APP shop

Provide TV service for mobile/PAD/PC

Video content, EPG information

Provide convergence services for STB and

mobile/PAD/PC

Content sharing, Connection play, trans-screen

control


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Internet

Computer

TV TV

Telecom network Mobile

有线 STB

地面 STB

卫星 STB

Intelligent terminal

• Interface of internet TV to broadcast and television network

• Filter of internet content to TV terminal

• Internet service to TV adapter

• Mgt.of internet application to intelligent cloud terminal

• Live TV value-added and interaction• Enhancement TV function such as Time

shift and TV of yesterday• Intelligent advertising and viewing survey

• Intelligent cloud terminal communication support service

• Network service to intelligent terminal adapter

• Transfer of broadcast and television network service to communication and Internet terminal

HFC/DVB

浪潮云电视服务平台

Cloud computing SaaS application: Video Cloud

NGB media cloud services


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Inspur Cloud TV Service Platform——Unified Portal for Business

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支持高清和标清显示输出，保证最佳呈现效果HD Portal Interface

Inspur Cloud TV Service Platform——Unified Portal for Business

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ITV

1. VOD

2. TSTV

3. TVoY

Inspur Cloud TV Service Platform——VOD

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Play the Internet TV program of China Internet TV station

China’s Internet TV

Inspur Cloud TV Service Platform——Internet TV OTT

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• RSS automatic capture, no need manual work• Information from appointed reliable website can guarantee the content safety

Inspur Cloud TV Service Platform——Internet consultation service

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Self-service of various businesses, expenses inquiry are available for

subscribers through login on-line business hall by set-top box

TV Business Hall of television

Service Platform of Inspur Cloud TV—E-commerce and E-payment

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播放节目

PC

Hotel/office

PC

Home

Stop playing, record

breakpoint

从断点继续播放？Stop playing, record breakpoint

From breakpoint to continue play?

Three screen interaction

Service Platform of Inspur Cloud TV—Multi-screen Interaction

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• Support a variety of mainstream mobile phone

• Mobile phone EPG• Phone remote

control • “Swing to play"

service• Support Multi-

screen interaction • Support business

promotion


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You can watch the same program in mobile phone and television

User-friendly interface based on the characteristics of mobile phone

1 on 1 corresponding between program and television

Mobile phone EPG


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Simulated mobile remote control


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Program sharing between mobile and TV

Touch one button to share the program to

TV

Swing the screen to share the program to TV


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Diversified sharing content

Picture

Twitter

Video Reading


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STB integrates SIP terminalsCompatible with mainstream SIP

serverSupport voice communication

between STBs

Support video telephone in the future

Voice call

Service Platform of Inspur Cloud TV—Audio/Video Communication

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Service Platform of Inspur Cloud TV—Intelligent EPG and Related Video

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• Statistical analysis of user viewing behavior

• Precise delivery of advertisement in accordance with user's preferences

Service Platform of Inspur Cloud TV—System Management and Control

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In most cases of this mode, the developers are in charge of promotion, carriers purchase.

Few types, lack of creativity(Compared with millions applications in AppStore)

Cost of deployment is high, lack of agility Rapid improvement cannot be realized in accordance with users’ feedbacks in

the process of business promotion due to bad agility, which causes bad users' experience.

Usually equipment manufacturers do not have a strong will to participate, win-win situation cannot be realized.

Traditional value-added promotion model

Service Platform of Inspur Cloud TV—Application Store

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• Diversified applications ensure the success of AppStore for Apple

• Meeting full range of needs of users

• Most of the applications are developed by third party

• Inspur will open service platform of cloud TV to developers

• Provide development tool and SDK to any developers of third party

• Cloud service platform provides publishing and operational supports for applications from any third party

• STB fully supports applications based on cloud


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Simulator is an important part of Inspur development platform

Simulator can simulate STB hardware behavior on PC

Applications developed by iSTB™ SDK can be verified by

simulator

Application developers can obtain simulator + SDK+

development guide for free to develop application.APPAPP

PCPC

iSTB™ SDKiSTB™ SDK Simulator

APPAPP

Hardware of STB

Hardware of STB

iSTB™ SDKiSTB™ SDK STB

No need to modify


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Inspur opening platform provides complete security control strategy

Carriers’ digital signatures are needed for APP downloading and

running.

iSTB™ can control content accessing area

iSTB™ adopts safe virtual machine for applications, which can

effectively prevent crash of system caused by applications

iSTB™ encryption of sensitive data.

Filtration of sensitive content would be realized by cloud service

InsTV™ ， iSTB™ .

Application authorization, data encryption, content filtration, region control and disaster recovery ensure carriers to provide green cloud service.


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Inspur Application store model

Hardware of STB and fundamental

software

Hardware of STB and fundamental

software

iSTB™iSTB™Terminal

InsTV Framework

InsTV Framework

InsTV SDKInsTV SDKPlat-form

APPAPP APPAPP APPAPP APPAPP

APPAPP APPAPP APPAPP APPAPP

Carrier’s verification

Carrier’s verification

Portal and Store

Portal and Store

Adopt opening platform Provide Web, Java and OpenGL three SDK ports Operation is controlled completely by carriers and

is run closely Limited hardware platform facilitates carriers to

verify APP Verification of carriers and mode of rapid

development and revision ensure the users’ experiences.

Submit a verification

Authori-zation distribu-tion

Radio and

TV Network

Radio and

TV Network


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• Advertisement is main source of revenue for TV carriers

• Inspur provide all-round operation capability of advertisement

• Seek advertisement resources in all domains

• Improve attractiveness of advertisement

• Improve pertinence of advertisement

• Support unidirectional advertisement and bi-directional advertisement

Service Platform of Inspur Cloud TV—Advertisement System

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• Category of advertisement

• Booting advertisement

(Picture, video)

• Channel Switching advertisement

• Volume advertising

• Manual advertisement

• Corner advertisement

• Subtitle advertisement

• Audio background advertisement

• CA background advertisement


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• Real-time playing and controlling system of advertisement

• Establish special publishing channel by digital TV channel

• Independent playing of control signaling channel

• Advertising operation in different levels


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Platform capability

Terminal capability

Telecommunication network capacity

Internet capability

Diversified applications

Internet application

SP applicationValue-added application

Industrial application

…

Industrial Ecology of Project

Radio And TV

network

INSTVCloud TV Application Platform

Comprehensive Service Ability of Inspur Cloud TV System

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Fully Capitalize on Cloud Computing Technology to Create New TV Applications

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Previous Now

Advanced Mode in TV Industry

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Catherine (Kate) Middleton arrived at Westminster Abbey, the center of London. (Toby Melville / Reuters)

iglobal——Big pictures and news browsing business

imusic——Massive music service + Kara OK

ireading——TV library service ishopping——On-line TV store

Information service

Demonstration of Inspur Cloud TV Service

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Baby' mom(6627869):

This host has a good sense of

humor.

ieducation——Tutoring of all subjects in real-time

imessage——TV message service

ivideo——On-line video conference ifood——Feast with massive food

Value-added service

Demonstration of Inspur Cloud TV Service

5656Module und Variations_E

THANKS Inspur Group Co .,LtdOverseas Business Headquarters

Joist Jia Email: [email protected]

Tel： +86-531-8510 6660Fax： +86-531-8510 6749

Web： en.inspur.com

Inspur digital media

Technology

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