using qt to build mobile applications featuring social networking and monetization models beyond...
DESCRIPTION
The telecom, internet and media industry is converging and the value chain providing basic telecom services is now rapidly being challenged in the new emerging eco-system. New business models are breaking up the traditional value chain and each player takes on a new, or slightly different, role as the centre of their own value-web to secure a niche in the digital media space. This new emerging eco-system is a result of consumers changing their media and communications consumption and new players entering the arena. Today, social networking is one of the aspects especially important in device application development. However, to generate a valid business a new revenue source must be recognized such as advertising. The focus of Tieto’s presentation lies on Social TV concept which means that interactive TV services could be used on mobile devices and desktop. This also includes social networking during which end-users could exchange actual broadcasts or interact in the running program. This concept is especially interesting for network operator as they could efficiently merchandise advertising space by means of targeted advertising. Presentation by Jouni Laine held during Qt Developer Days 2009. http://qt.nokia.com/developer/learning/elearningTRANSCRIPT
Using Qt to Build Applications
Featuring Advertising and Social Networking
Jouni Laine, Digital Media, Tieto
10/14/2009
Content
• Introducing Tieto
• Digital Media and Trends
• Targeted Mobile Advertising
– Live Qt demo : MMS Editor
• Context and Social Networking
– Qt example : Ad-funded Social –TV Concept
1
Introducing Tieto
2
• 16 000 IT professionals in close to 30 countries
• One of the leading IT service companies in Northern Europe and global leader
in selected segments
• Net sales approximately EUR 1.8 billion
• Listed in NASDAQ OMX Helsinki and Stockholm
• Founded in 1968
Tieto in Telecom & Media
3
• Tieto is a leading supplier of R&D services for the telecom industry.
• Telecom & Media is the largest business area at Tieto, providing over 1/3 of the net sales
• Over 6,000 experts and operations in 15 countries globally
• Unique competence mix of media, devices and networks
Digital Media Trends
4
• Media consumption is changing
– Consumer driving the change
– Anything, anywhere, anytime, on any
device, instant, intuitive, and for free!
– User generated content and social
networking
• Advertising moving to digital channels
– Targeted
– Interactive
– Real-time measurement
• Profiling and personalization more and
more important
We must accept the fact that there is no ’mass’ in mass
media any more and leverage more targeted approaches.”
- Jim Stengel, CMO, Procter & Gamble
Development in mature telco markets
5
Advertising
Content and
Community
Connectivity
Inevitable decline of
revenues of commodity services
– limited end-user wallet share
Advertising funded business models
supporting traditional subscription
models
Increased consumption of media
and community services
over new channels
Digital Advertising Platform
6
• TE advertising management solution enables
monetization of service provider’s all media
assets via multi-channel campaign and
inventory management
• Provides easy and fast campaign creation with
easy-to-use web based user interfaces for
service providers, advertisers and agencies
• Increases effectiveness of advertising with
comprehensive targeting features
• Integrated approval process and workflow
management gives service provider a full
control of published advertisements protecting
its brand
Qt Example : MMS Editor
• Easy-to-use MMS composer tool is included to
create MMS campaigns.
• Different content elements can be combines,
including
– Text
– Images
– video
– Audio
• MMS message can consist of multiple slides.
• Supports both SMIL and non-SMIL compliant
devices
• Basic image editing including: rotate, crop and
brightness tools
• The tool allows previewing MMS message
before sending it the phone
7
Why Qt for MMS Editor?
• Ajax –based Web application didn’t perform well
enough
– The client based approach was chosen
• The Benefits
– Easiness
– Intuitive
– Fastness
8
Some facts:
• 20.000 lines of code
• 50+ QT classes used
• Modules used core,gui, xml,
network, phonon
• Development time 4 months
What is Context?
9
x
Registered and Public
Profile
Usage
Context
ResponseSingle
Context
View
Device/Terminal
Location, TimeEnvironment
Activity, Physiology
Presence
Like-Minded
Friends
Social Networks and Roles
Content item, Page, Keyword
Rich media (e.g. videos)
Content category
Page rank
Browsing patterns
Content metadata/context
Interaction
Collaboration
Sharing
Recommendation
Purchase
Rating
User Submitted
Information
Collected
information
3rd party User
Information
Ad-funded Social -TV
10
Presence
Social Networking
Chat
Watch-on-Demand TV
Content Recommendations
Targeted Advertising
For operators
providing 1st generation
Mobile TV and IPTV
services
For operators
providing 1st generation
Mobile TV and IPTV
services
How it works
Users usevideo servicevia multiple media
Users network, chat andcheck whatbuddies watch
Targeted advertising campaign booking
1 2 4Collectionand Analysis of Behavioral and Social Networkdata
3Users receivepersonally relevant content and banner ads
5
Logical Architecture
12
IMS
Network
Social
Networks
Live
Broadcasting
Network
contentCRM
Streaming
Services
Advertising
Platform
Content Partner and
Content Management
Subscriber Profile
Management
Access and Discove Front-end
Collaboration
Services
VideosProfiles
Social-TV client (Qt)
Qt Example: Client for Maemo and Symbian
• The client running on Series60 5th
edition phones support Nokia Qt technology and Maemo devices (N900)
• Provides VoD and Live mobile TV streamed from operator streaming platform
• Presence and buddy list that can be integrate with IMS platform
• Online chat with other viewers on same channel
• Targeted advertisements delivered from Tieto Ad Platform
Why Qt for Social-TV concept?
• We need to attract the consumers by introducing
an easy-to-use client that enables access to
video and rich media content
• The benefits
– Speed to do prototyping and trying out concepts
– Portability
– Mobile Device support
14
The End
• Check Tieto’s stand, more demos there!
15