Standardisation is the process of developing and agreeing upon technical standards. The goals of standardisation can be to help with independence of single suppliers (commoditization), compatibility, interoperability, safety, repeatability, or quality. Standardisation is a strategic process in the technological evolution and commercialisation of products or services like ICT software and hardware. This implies at a very early stage of the technology a close collaboration between the research community, the industry and policy makers. This case shows that in the complexity of this standardisation process the involvement of the research community at an early stage is crucial to foster a rapid integration of new technology into new products.
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FITT Toolbox: Standardisation in Media Formats
1. Standardisation in Media Formats
FITT
– Fostering Interregional Exchange in ICT Technology Transfer –
www.FITT-for-Innovation.eu
Except where otherwise noted, this work is licensed under a Creative Commons Attribution 3.0 License.
2. Standardisation in Multimedia
Standardisation is a strategic process in the technological evolution
and commercialisation of ICT software and hardware. Therefore it is
important that there is in a very early stage of the technology a close
collaboration between the research community, the industry and
policy makers to converge this process within the standardisation
bodies.
Nature of reusability: Standardisation in Multimedia is exemplary for
this process in other domains
Case is mostly generic
Quality/Nature of stakeholders: Research institutes, industry, policy,
Standardisation bodies
Processes related to case: IP management, standardisation
2 | 03/2011 Standardisation in Media Formats
3. Standardisation
Processes in Multimedia
Peter Schelkens
Interdisciplinary Institute for Broadband Technology &
Vrije Universiteit Brussel
Department of Electronics and Informatics (ETRO)
4. Today’s Focus
Standardisation organisations, processes and structure
Some illustrations
IPR issues
Conclusions
4
5. Today’s Focus
Standardisation organisations, processes and structure
Some illustrations
IPR Issues
Conclusions
5
6. Strategy
Strategy = f(technology, international standardisation
body, European standardisation body, national
standardisation body, application domain, IPR status,
budget, regulatory aspects, etc.)
6
7. International Standardisation
International Organisation for
Standardisation (ISO)
http://www.iso.org/
International Electrotechnical
Commission (IEC)
http://www.iec.ch/
International Telecommunication Union
(ITU)
http://www.itu.int/
Europe
CEN – CENELEC – ETSI
7
9. Normalisation Timeline
Phases of the standardisation process:
New Project (NP)
Can start with Technical Report (TR)
Working Draft (WD)
Committee Draft (CD)
Final Committee Draft (FCD)
(Final) Draft International Standard ((F)DIS)
International Standard (IS)
Process:
NB balloting for every step
Consensus-based
Duration
2.5-3 years
But: fast track schemes are possible
9
10. Research Timeline vs. Normalisation Timeline
vs. Commercialisation Timeline
............. Y-6 Y-5 Y-4 Y-3 Y-2 Y-1 Y0
Fundamental Research Strategic Research Industrial R&D Product
Lobbying,
Call for Evidence, IS Norm
Standardisation Process
Technical Reports Maintenance
Spin-off
IP Protection Incubation
IP Licensing
Succesful participation = multi-lateral strategy
10
11. Today’s Focus
Standardisation organisations, processes and structure
Some illustrations
IPR Issues
Conclusions
11
19. Extension of AVC/H.264
Scalable Video Coding (SVC)
spatial resolution
4CIF
CIF
bit-rates
low
QCIF
high 60 30 15 7.5 temporal resolution
20. What will be on the menu in the future?
Generic or focused?
What are the technologies around?
Intellectual property rights: a concern?
20
21. Quiche or Niche?
Saturation effect is observable
with respect to incremental
improvements new technology
is able to bring to current
multimedia standards
Generic technologies tend to
negate properties and
requirements of niche markets
Embedding niche market
requirements intrinsically
overload standards with wide
coverage
21
22. What if we stay generic?
So what can our chef do?
Halve the cake but keep the quality
Keep the cake but double the quality
Keep the quality and boost the fool tolerance of the
cooking process
Improve the
presentation of
the dish
22
23. This is the recepie for ITU-T’s H.265 (1/2)
Focus on “Less is more”
23
24. This is the recepie for ITU-T’s H.265 (2/2)
Focus on “High Quality”
Source wikipedia : http://en.wikipedia.org/wiki/Image:UHDV.svg
24
26. MPEG-4 Multiview Video Coding (MVC)
Standard supporting stereo and multiview coding
Based on H.264
27
27. JPEG-XR
Proposed by Microsoft as successor of JPEG
Focused on digital photography market
Supports High Dynamic Range (HDR) photography
28
28. Advanced Image Coding (AIC)
Focus on perceptual
quality and new image
coding technologies
Call for Proposals has
been launched
Similar quality related
activities in ITU-T
Video Quality Experts
Group (VQEG)
Video Coding Experts
Group (VCEG)
29
29. Today’s Focus
Standardisation organisations, processes and structure
Some illustrations
IPR Issues
Conclusions
30
30. Intellectual Property and Standards:
a Tough Nut to Crack
Two streams
Royalty fee free standards
JPEG, JPEG 2000 ...
Licensing fee based standards
H.264, ...
31
32. Today’s Focus
Standardisation organisations, processes and structure
Some illustrations
IPR Issues
Conclusions
33
33. Conclusions
Strategy = f(technology, international standardisation
body, European standardisation body, national
standardisation body, application domain, IPR status,
budget, regulatory aspects, etc.)
Be involved!
You have impact
Standardisation bodies are an invaluable source of
information
But, you have to compose the menu
34