DRM Consumer Receiver availability and price NASB Annual Meeting DRM USA Group 10 -11 May 2007 HCJB Global Technology Centre Elkhart Indiana USA Michel Penneroux Chairman of the DRM Commercial Committee Head of International Broadcasting – TDF - France 1
DRM Consumer receiver - Content • The Receiver development process – Visibility – Strategic concerns • How the DRM consortium maintains a pressure on the Receiver launch time line • Actions and landmarks for the next 12 months 2
The DRM capable receiver development process • Visibility – DRM receivers are here » » Sangean / Roberts Morphy Richards Himalaya Others under development – DSP » TI – Radio. Scape – Sales » Direct sales » Internet sales (DW) – Delay » » » The process has started in June 2003 First step at IFA 2005 The making of a receiver is difficult Secrecy is the rule, NDA The receiver industry needs legal clearance by national regulatory body on a country per country basis » Dates for the switch to digital is already schedules which makes a pressure on all players – The advertisers look for more media – The ST announcement (IC, low cost receivers ahead) 3
The DRM capable receiver development process • Strategic concerns under analysis at Receivers’ (1) – Competition » Other technologies. DMB. i. Boc. ISDB-TBS » Telcos vs. broadcasting. Convergence. Universal terminal » Conservatism of present players reluctant to more competition. Wait and see: any day with out competition is more money 4
The DRM capable receiver development process • Strategic concerns under analysis at Receivers’ (2) – DRM alone or associated with other standards » » » DRM + any analogue AM & FM DRM + DMB DRM + i. Boc DRM 30 & DRM+ DRM + etc. 5
The DRM capable receiver development process • Strategic concerns under analysis at Receivers’ (3) – Big numbers » » » 2. 5 billions AM receivers worldwide (700 millions SW) 540 millions of GSM subscribers in Europe 2 billions GSM subscribers in the world China Mobile: 316 m subscribers in March 07 17 M customers for SFR in France 145 millions of DAB/DMB receivers in 2012 119 millions AM receivers in France on a total a 130 millions radios 6 radios per household 3 millions radios sold each year as replacement (France) The advertising business on a DRM station will start in a France when 3 millions receivers sold Advertising (media and out of media) money in the world 700 billions Euros (145 Billions in the DRM launch countries, 29 in France, ) 6
The DRM capable receiver development process • Strategic concerns under analysis at Receivers’ (4) – Big numbers » An example: China Mobile. 316 m subscribers in March 07. Market value: $185 billion. First buy outside China: $ 290 m in Pakistan (89%). 5 m new subscribers per month. $ 11. 70 average revenue per subscriber per month 7
The DRM capable receiver development process • Strategic concerns under analysis at Receivers’ (5) – Regulatory Body clearance process » Following the ITU-Rec 2003 » Country per country basis » Green light given to marketing the product – Switch from Analogue to Full Digital time schedule » Between now and 2011 in Europe » Demand for 3 M receivers per market 8
The DRM capable receiver development process All those strategic concerns come in addition to the product development scheme … Which make time flows 9
18 DRM National Platforms 19 1 Consumers Brandname network DRM Standard 20 Retailer 17 2 16 Brandname 3 14 Purchaser R&B 15 Commercial interface 9 5 4 Manufacturer 6 8 10 11 13 12 Radio Receiver Software 7 IC Via Licensing 10
The DRM capable receiver development process • Then Communication Comes – For what purpose? » Inform the industry. Give opportunities. Start / Make business. Protect their investment. Positively contribute to the Global Digital Economy » Educate the consumers. Raise their interest in contents. Protect their buys » Influence competition. Request for a quality solution 11
The DRM capable receiver development process • Then Communication Comes – We have decided to set priorities » Protect the investors in DRM equipment. Open Standard. Totally accomplish the testing process. Request tests with any competition. Positively contribute to the Global Digital Economy » Protect the cost effectiveness of the receiver. Volume. Think global. Protect the end user’s buy » Protect our differences with competition. The DRM solution has differences with any competitive system that must be clear to the public 12
The DRM capable receiver development process • Then Communication Comes – Partnership with DRM users » Regulatory bodies. Standard an advantage. DRM is selling nothing, it is simply exposing a quality technology and standard, not shareholder to compensate. Joint testing process. Open tests with any competition. Positively contribute to the Global Digital Economy » Advertisers. Final reception quality in AM » Receiver Industry. Volume. Protect their buys » Protect our differences with competition. The DRM solution has differences with any competitive system that must be clear to the public 13
The DRM capable receiver development process High respect is paid for anyone spending 1 $ in DRM for a long run service 14
The DRM capable receiver development process • ST & Fh. G joint announcement – DRM chipset – High quality RF front end (leveraged from products made for other systems such as T-DAB, HD radio, SDARS – Low energy consumption – Opens the door to low cost receiver • Other IC developments: NXP, ATMEL, TI, NERO, Analog Devices • Millions of USD involved in IC production process 15
License Fees 16
License Fees 17
The DRM capable receiver development process • First low cost receiver in Q 1, 2008 (Q 4, 2007 at best) • Mass consumer in Q 4, 2008 – – Cost < 50 USD IC + RF at 15 USD (100 k units) Retail 150 € max in Europe in 2008 Consumer brand names 18
DRM influence in the World 19
How the DRM consortium maintains a pressure on the Receiver launch time line • DRM promo tours in China and India • DRM members’ initiatives to secure the supply of receivers on time (Hangzhou and Chengdu in China) • Endorsement by DRM members’ country Regulatory Bodies – National DRM platforms (Germany, France, Spain, Italy, USA, Russia) – Active actions in China, Korea, India, Brazil, Ecuador, Chile, Argentina, Bolivia, Colombia, Mexico, The Netherlands and UK • Official dates for switching to Digital (2011 in Europe) 20
How DRM helps gaining confidence 21
DRM In Hangzhou on May 2004 22
DRM in Chengdu in February 2006 23
DRM Active Manufacturers in China • • New. Star Chengdu Panovasic • • Nanjing Panda Electronics Jiangsu Hitcker China Huala Electronics Jingyunda Science & Technology Industry Nanshan Bridge Tonda Electronics IP Goal Golden Bridge Gold. Tel Microelectronics 24
Receiver Distribution Co-op Advertising • • • Definition: A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product. In our case DRM member stations may offer airtime Also Known As: Co-op Advertising, Co-op Program 3 M DRM Rx sold means 35 -40 M € worth of media exposure CPT on US TV: 36 USD (28€) 25
Coop advertising plan 7 Module Manufacturer chip P. O: Product Order chip Co. RLG ordinate Brand/ Importer Motivation Alignment 4 4 P. O. Radio 5 6 Manufacturer 2 M Al otiv t ign ate m en P. O Product launch plan 3 e at t iv en ot m M ign al the CC coordinates the plan Promotion Plan, value! Broad caster Consumer Digital Radio Promotion Digital Content promotion Receiver promotion On LEGACY Broadcast network 2 1 P. O. 4 Retailer 7 Car OEM promote chip P. O. 7 promote chip 26
DRM Service launches: Deutschlandradio • Deutschlandfunk • Medium-wave 855 k. Hz (day-time) • 10 k. W DRM 27
DRM Service launches: Deutschlandradio • Kulture channel • 177 k. Hz Longwave • 150 k. W DRM 28
DRM Service launches: RTL French • 5990 k. Hz HF – 50 k. W 29
DRM Service launches: RTL German • 6095 k. Hz HF – 50 k. W • 1440 k. Hz MF – 240 k. W – day – night 30
DRM Service launches: Deutsche Welle German/English • Multiple HF transmissions – – – – – 9690 k. Hz 6130 k. Hz 7265 k. Hz 15440 k. Hz 6180 k. Hz 13790 k. Hz 3995 k. Hz 7515 k. Hz 31
BBC World Service on DRM – Core coverage from VTC 1296 k. Hz DRM Tx at Orfordness – “English for Europe” – Augmented by SW from UK and Norway – expanding to France/Germany 32
MSY 33
34
Action plan and landmarks for the next 12 months • The following actions are conducted in parallel to that of major players who do not share their plans with us for commercial reasons • Mid May meeting of the US DRM platform • End of May meeting between a leader in the IC business a leading laboratory and a leader in the receiver industry to design a new DRM Rx • Next June a team of DRM members will visit China (Chengdu and Nanjin) for meeting with the five radio manufacturers who has signed Lo. I for producing DRM receivers below 50 USD – Secure the supply of first batch of low cost DRM receivers to customers before the end of 2007 • Late June meeting of the French DRM platform on which European retail networks contribute (same in Germany, Spain and Italy • July: call for proposal for DRM services in France for airing by January 2008. Need for DRM receivers by then (3 M per year). 35
DRM receivers • You are also concerned because – – Radio is your business Telcos threatens your industry Radio is alive Advertisers need more of your airtime ( a signal to financial backers) – DRM is available now so use it now (budget 2008) • I count on you to – – Join our consortium Grow the DRM USA group Dedicate more resources to your DRM commitment Contribute to our coop advertising plan (operational details on request) – Consider buying some receivers to make the ball roll – Make your station success in the coming years with DRM 36
DRM Consumer receiver Thank you michel. penneroux@tdf. fr www. drm. org 37
Скачать презентацию DRM Consumer Receiver availability and price NASB Annual
04a09d6c1a564680c451d82d80c57c62.ppt