Light Reading
Mediaroom-based 'Storefront' service allows IPTV service providers to manage and sell multimedia bundles across three screens

Moto Opens IPTV 'Storefront'

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
1/6/2009
50%
50%

Motorola Inc. (NYSE: MOT) has unleashed an upgrade for its Communications Convergence Engine (CCE) software that enables IPTV service providers to bundle, sell, and personalize a range of content, and even some physical goods, such as DVDs, via TV and PC screens, and mobile devices.

Motorola's initial version of that enhancement, dubbed Storefront 1.0, has been developed for the Microsoft Corp. (Nasdaq: MSFT) Mediaroom environment, and aims to give IPTV providers an opportunity to differentiate their service offerings and develop some new revenue streams. (See Moto Opens IPTV 'Storefront' .)

Using the film Iron Man as an example, the system theoretically could allow the service operator to market a bundle that includes the video-on-demand version of the film (streamed to the customer's TV), the physical DVD and an Iron Man figurine (both delivered to the customer's home), and a ringtone (delivered directly to the customer's cellphone).

Because Storefront is linked into the service provider's OSS and billing systems, the entire multimedia bundle could be purchased together, says Rob Malnati, the Motorola senior manager responsible for the company's broadband gateway products.

The initial version of Storefront essentially replaces the existing VoD screen, he adds. That replacement aims to create a "Web-like" experience, featuring folders, rich graphics, and flexibility that "allows service providers to define that user experience any way they want," Malnati says, noting that the system can also make recommendations using demographic data or a customer's movie-purchasing history.

Motorola will demonstrate its Storefront in Las Vegas at this week's Consumer Electronics Show. The company has also posted a few conceptual screenshots online.

Motorola inherited the CCE product line about 18 months ago when it acquired software developer Leapstone Systems Inc. The Content Manager element of the CCE line is already being deployed by AT&T Inc. (NYSE: T) for its U-verse service. To add the Storefront component, AT&T would need to install a new network server and a new set-top-based software client.

Malnati says a large, unidentified "Tier 1 wireless" service provider has also deployed Motorola's Content Manager. However, when Motorola announced the Leapstone deal in July 2007, Verizon Wireless was referenced as one of Leapstone's key customers. (See Motorola Jumps on Leapstone.)

Motorola expects to make Storefront commercially available next month. However, it has already started some "proof of concept" demos with one "large" IPTV service provider in North America and another in Western Europe. Some preliminary deployment work is already underway. Motorola hasn't named any of those partners, but AT&T is among the most likely candidates.

Mediaroom customers in Europe include BT Group plc (NYSE: BT; London: BTA), Deutsche Telekom AG (NYSE: DT), and Swisscom AG (NYSE: SCM).

A cable Storefront? Not yet
Although the initial version of Storefront is centered on Microsoft's Mediaroom and IPTV environments, Motorola is not ruling out other types of implementations.

"Our primary go-to market platform is with Microsoft Mediaroom, but that doesn't mean we can't [offer Storefront] with other IPTV platforms," Malnati says, noting that the system uses "open" Web service interfaces.

Motorola, he adds, may also develop versions for the cable market as MSOs introduce more interactivity and start to deploy Enhanced TV Binary Interchange Format (EBIF) applications and the more powerful tru2way platform. (See Comcast, TWC Plan for EBIF, Revealed: The Tru2way MOU, and Cable Makes Big 'tru2way' Play .)

"These are the kinds of platforms that will allow for this kind of technology," Malnati says. "Absolutely, we want to make this work for cable."

— Jeff Baumgartner, Site Editor, Cable Digital News

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Documentaries
Broadband Battles

10|31|14   |   01:39   |   (0) comments


This year's Broadband World Forum featured a number of show floor battles focused on access gear, components and coffee.
Jonestown
Mobile Backhaul: Going to the Dark Side?

10|30|14   |   2:26   |   (1) comment


Heavy Reading's Patrick Donegan shares his view on a dark trend that bubbled up at Light Reading's annual backhaul conference in NYC.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With YuLiao

10|30|14   |   6:27   |   (0) comments


Yu Liao, chairman of the Chinese Association for Renewable Energy in Germany, discusses the role that ICT solutions play in helping to grow renewable energy resources in Germany.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview

10|30|14   |   2:54   |   (0) comments


Sifang has been working with Huawei on several projects. JingTao Wu, Assistant President of Beijing Sifang Automation Co. Ltd., believes that the cooperation with Huawei can facilitate Sifang's process of internationalization.
LRTV Huawei Video Resource Center
A Better Connected Smart Grid: Powering Laos

10|30|14   |   5:38   |   (0) comments


Representatives of Electricite Du Laos (EDL), a state-owned corporation, discuss the importance of ICT solutions in serving their country's energy needs.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Junwei Lu

10|30|14   |   4:50   |   (0) comments


Professor Junwei Lu of Griffith University Australia describes his work with micro grid technology and the future of the power industry.
LRTV Documentaries
The Next-Gen Network Disconnect

10|29|14   |   01:23   |   (2) comments


There's a lot of talk about making networks more simple with SDN, NFV and next-gen broadband technology – but what about the complexity of introducing such capabilities?
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Like Us on Facebook
Twitter Feed