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/elearning

1. Using Qt to Build Applications
Featuring Advertising and Social Networking 10/14/2009
Jouni Laine, Digital Media, Tieto

2. 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
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3. Introducing Tieto
• 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
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4. Tieto in Telecom & Media
• 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
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5. Digital Media Trends
• 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 We must accept the fact that there is no ’mass’ in mass
media any more and leverage more targeted approaches.”
more important - Jim Stengel, CMO, Procter & Gamble
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6. Development in mature telco markets
Advertising
Content and
Community
Connectivity
Inevitable decline of Increased consumption of media Advertising funded business models
revenues of commodity services and community services supporting traditional subscription
– limited end-user wallet share over new channels models
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7. Digital Advertising Platform
• 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
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8. 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
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9. Why Qt for MMS Editor?
• Ajax –based Web application didn’t perform well
enough
– The client based approach was chosen
• The Benefits
– Easiness Some facts:
– Intuitive • 20.000 lines of code
• 50+ QT classes used
• Modules used core,gui, xml,
network, phonon
– Fastness • Development time 4 months
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10. What is Context?
User Submitted Registered and Public
Information Content item, Page, Keyword
Profile Rich media (e.g. videos)
Collected Content category
information Page rank
Browsing patterns
3rd party User Content metadata/context
Information
Single
Response Context Usage
x
View
Interaction Device/Terminal
Collaboration Location, Time
Sharing Environment
Recommendation Activity, Physiology
Purchase Presence
Rating Like-Minded
Context Friends
Social Networks and Roles
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11. Ad-funded Social -TV
Social Networking
For operators
providing 1st generation
Presence Mobile TV and IPTV
services
Chat
Watch-on-Demand TV
Content Recommendations
Targeted Advertising
For operators
providing 1st generation
Mobile TV and IPTV
services
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12. How it works
1 2 Collection
3 4 5
Targeted Users receive
Users use Users network, and Analysis of
advertising personally
video service chat and Behavioral and
campaign relevant
via check what Social Network
booking content
multiple media buddies watch data
and banner ads

13. Logical Architecture
Social-TV client (Qt)
Access and Discove Front-end
IMS
Network
Collaboration Advertising Streaming Live
Social Services Platform Services Broadcasting
Networks
Subscriber Profile Content Partner and Network
CRM Management Content Management content
Profiles Videos
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14. 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

15. 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
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16. The End
• Check Tieto’s stand, more demos there!
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