programmable edge-to-cloud virtualization fabric for the 5g …€¦ · description, market...

Project co-funded by the European Commission under the Horizon 2020 Programme.

Programmable edge-to-cloud virtualization fabric for

the 5G Media industry

D7.3 – 5G-MEDIA Impact and Exploitation Plan

Work Package: WP7 - Impact, Dissemination and Exploitation

Lead partner: ENG

Author(s):

Alessandra Aurelio [ENG], Giuseppa Caruso [ENG], Francesco Nucci [ENG], Pasquale Andriani [ENG], Francesco Iadanza [ENG], Stamatia Rizou [SiLO], Madeleine Keltsch (IRT), Gino Carrozzo [NXW], Francesca Moscatelli [NXW], Josè Gonzalez [IINV], David Breitgand [IBM], Gordana Polanec-Kutija [IRT], Ugur Acar [NETAS], Cengiz Gezer [NETAS], Nick Zioulis [CERTH], Igor Fritzsch [BIT], Gabriel Solsona (RTVE), David Griffin (UCL), Rocio Ortiz Pena (TID), Javier Serrano (UPM)

Delivery date (DoA): 28/02/2018

Actual delivery date: 8/03/2018

Dissemination level: PU

Version number: 1.0 Status: Final

Grant Agreement N°: 761699

Project Acronym: 5G-MEDIA

Project Title: Programmable edge-to-cloud virtualization fabric for the 5G Media industry

Instrument: IA

Call identifier: H2020-ICT-2016-2

Topic: ICT-08-2017, 5G PPP Convergent Technologies, Strand 2: Flexible network applications

Start date of the project: June 1st, 2017

Duration: 30 months

5G-MEDIA - Grant Agreement number: 761699

D7.3 - 5G-MEDIA Impact and Exploitation Plan

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Revision History

Revision Date Who Description

V0.1 20/11/2017 Alessandra Aurelio (ENG), Francesco Nucci (ENG), Pasquale Andriani (ENG)

Finalization of the ToC

V0.2 05/01/2018 Alessandra Aurelio (ENG) Early Draft

V0.3 18/01/2018 Alessandra Aurelio (ENG), Rizou Stamatia (SILO),

Contribution to Architecture Overview, Innovative Outcomes Description, Methodology for Project Exploitation

V0.4 02/02/2018 Alessandra Aurelio (ENG), Pasquale Andriani (ENG), Madeleine Keltsch (IRT), Gino Carrozzo (NXW), Francesca Moscatelli (NXW)

Contribution to Individual Exploitation Plan, Stakeholders Description, Market Overview

V0.5 09/02/2018 Francesco Iadanza (ENG), Pasquale Andriani (ENG),

Alessandra Aurelio (ENG)

Contribution to Innovative Outcomes Description, Individual Exploitation Plan, Pest Analysis, SWOT Analysis

V0.6 15/02/2018 Jose Gonzalez (IINV) Contribution to sections

V0.7 20/02/2018 Alessandra Aurelio (ENG), David Breitgand (IBM), Gordana Polanec-Kutija (IRT), Ugur Acar (NETAS), Cengiz Gezer (NETAS) Nick Zioulis (CERTH), Igor Fritzsch (BIT), Gabriel Solsona (RTVE), David Griffin (UCL), Rocio Ortiz Pena (TID), Javier Serrano (UPM)

Contribution to Innovative Outcomes Description, Individual Exploitation Plan

V0.8 25/02/2018 Giuseppa Caruso (ENG) Contribution to Value Chain

V0.9 27/02/2018 All Contributions to missing sections

V0.9.1 28/02/2018 Rizou Stamatia (SILO), Gino Carrozzo (NXW)

Internal Review

V0.9.2 04/03/2018 Alessandra Aurelio Final reviewed draft version submitted to partners



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Quality Control

Role Date Who Approved/Comment

WP7 Leader 15/02/2018 Jose Gonzalez

Approved with minor modification

Partner 01/03/2018 Gino Carrozzo [NXW]


WP2 Leader, Technical Manager

01/03/2018 Stamatia Rizou [SiLO]




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Disclaimer

This document may contain material that is copyright of certain 5G-MEDIA project beneficiaries, and may not be reproduced or copied without permission. The commercial use of any information contained in this document may require a license from the proprietor of that information. The 5G-MEDIA project is part of the European Community's Horizon 2020 Program for research and development and is as such funded by the European Commission. All information in this document is provided "as is" and no guarantee or warranty is given that the information is fit for any particular purpose. The user thereof uses the information at its sole risk and liability. For the avoidance of all doubts, the European Commission has no liability with respect to this document, which is merely representing the authors’ view.

The 5G-MEDIA Consortium is the following:

Participant number

Participant organisation name Short name

Country

01 ENGINEERING – INGEGNERIA INFORMATICA SPA ENG Italy

02 IBM ISRAEL - SCIENCE AND TECHNOLOGY LTD IBM Israel

03 SINGULARLOGIC ANONYMI ETAIREIA PLIROFORIAKON SYSTIMATON KAI EFARMOGON PLIROFORIKIS

SiLO Greece

04 HELLENIC TELECOMMUNICATIONS ORGANIZATION S.A. - OTE AE (ORGANISMOS TILEPIKOINONION TIS ELLADOS OTE AE)

OTE Greece

05 CORPORACION DE RADIO Y TELEVISION ESPANOLA SA RTVE Spain

06 UNIVERSITY COLLEGE LONDON UCL

United Kingdom

07 TELEFONICA INVESTIGACION Y DESARROLLO SA TID Spain

08 UNIVERSIDAD POLITECNICA DE MADRID UPM Spain

09 INSTITUT FUER RUNDFUNKTECHNIK GMBH IRT Germany

10 NEXTWORKS NXW Italy

11 ETHNIKO KENTRO EREVNAS KAI TECHNOLOGIKIS ANAPTYXIS CERTH Greece

12 NETAS TELEKOMUNIKASYON ANONIM SIRKETI NET Turkey

13 INTERINNOV SAS IINV France

14 BITTUBES GMBH BIT Germany



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Table of Contents

EXECUTIVE SUMMARY ...................................................................................................... 8

1. INTRODUCTION ......................................................................................................... 9

1.1. PROJECT OVERVIEW ...................................................................................................................................9

1.2. DELIVERABLE AIMS AND OBJECTIVES ..............................................................................................................9

2. METHODOLOGY FOR PROJECT EXPLOITATION........................................................... 10

2.1. THE EXPLOITATION APPROACH IN 5G-MEDIA ..............................................................................................10

2.2. USEFUL TASKS TO COMPLETE EXPLOITATION/BUSINESS PLAN ...........................................................................11

2.2.1. Business/Exploitation Plan Tools ....................................................................................................11

2.3. ACTIONS TO PROMOTE THE COMMERCIAL EXPLOITATION OF THE RESULTS ............................................................16

3. 5G-MEDIA SERVICES AND EXPLOITABLE RESULTS ...................................................... 17

3.1. OVERVIEW OF THE 5G-MEDIA ARCHITECTURE .............................................................................................17

3.2. INNOVATIVE OUTCOMES DESCRIPTION .........................................................................................................19

4. 5G-MEDIA PROJECT MARKET ANALYSIS .................................................................... 22

4.1. 5G-MEDIA MARKET OVERVIEW ................................................................................................................22

4.1.1. Digital transformation of the M&E Industry and New Players .......................................................25

4.2. MARKET SEGMENTATION ..........................................................................................................................26

4.2.1. 5G-MEDIA Market Sectors ..............................................................................................................26

4.2.2. 5G-MEDIA Stakeholders .................................................................................................................30

4.3. PEST ANALYSIS ........................................................................................................................................34

4.3.1. Political ...........................................................................................................................................35

4.3.2. Social ..............................................................................................................................................36

4.3.3. Economic ........................................................................................................................................37

4.3.4. Technological ..................................................................................................................................38

4.4. SWOT ANALYSIS ....................................................................................................................................39

5. INDIVIDUAL EXPLOITATION PLANS ........................................................................... 42

6. CONCLUSIONS .......................................................................................................... 51

7. REFERENCES ............................................................................................................. 52



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List of Figures

Figure 1: Porter's Five Forces Framework (Source: Mind Tools, https://goo.gl/oXwbHj) ........ 14

Figure 2: Swot Analysis Model .................................................................................................. 15

Figure 3: The Business Model Canvas (Source: Business Model Generation, https://goo.gl/7xyKvM) ....................................................................................................... 16

Figure 4: 5G-MEDIA High Level Architecture ............................................................................ 19

Figure 5: Segment Focus- “5G Readiness on the Rise”, Ericsson, 2017 ................................... 23

Figure 6: Key Use Cases by Industry “5G Readiness on the Rise”, Ericsson, 2017 .................... 23

Figure 7: Monetizing 5G “5G Readiness on the Rise”, Ericsson, 2017...................................... 24

Figure 8: Telecom TV- 5G Socio-Economic benefits. Data: European Commission .................. 24

Figure 9: Digital Market Outlook. Source www.statista.com .................................................. 26

Figure 10: Global Consumer internet traffic. Source: Cisco VNI, 2017 ..................................... 27

Figure 11: Global Consumer internet video. Source: Cisco VNI, 2017 ...................................... 28

Figure 12: Global digital music downloading revenue vs. digital music .................................. 29

Figure 13: Software-controlled networking revenue by market segment, worldwide, 2013, 2018 and 2023 [Source: Analysis Mason, 2014] ........................................................ 30

Figure 14: 5G-MEDIA Stakeholder Map. http://www.5gmedia.eu/ ........................................ 31

Figure 15: 5G-MEDIA Potential Business Value Chain.............................................................. 32

Figure 16: User Experience is King, PwC, https://goo.gl/QKo958 ............................................ 35

List of Tables

Table 1 – Innovative Outcomes ................................................................................................ 20

Table 2 – 5G-MEDIA Stakeholder List ....................................................................................... 32

Table 3 – Macro Environment analysed through a PEST ......................................................... 39

Table 4 – The Environment analysed through a SWOT ............................................................ 41

Table 5 – Individual Exploitation Plans ..................................................................................... 42



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Definitions and acronyms

5G-PPP 5G Infrastructure Public Private Partnership

AR Augmented Reality

CAGR Compounded Average Growth Rate

CDN Content Delivery Network

FaaS Function as a Service

IoT Internet of Things

M&E Media & Entertainment

NFV Network Function Virtualization

OTT Over-The-Top

QoS Quality of Service

SDK Software Development Kit

SDN Software Defined Networking

StraaS Streaming as a Service

SWOT Strengths, Weaknesses, Opportunities, Threats

UHD Ultra High Definition

VR Virtual Reality



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Executive summary

This document is the Deliverable “D7.3. Impact and Exploitation Plan” of the European project “5G-MEDIA - Programmable edge-to-cloud virtualization fabric for the 5G Media industry”.

The 5G-MEDIA project has started the development of an innovative system that will offer an open source DevOps platform for multimedia network services and applications. The open source network services and functions offered through this platform will significantly meet the needs of the 2020 Media & Entertainment industry as identified in the many positioning documents on 5G vision by 5G Industry Association in Europe and worldwide. 5G-MEDIA project aims to study how to use the 5G key characteristics (e.g. significantly reduced network latency, high throughput, network function virtualization) for specific M&E use cases, in order to implement the innovative concept of Streaming as a Service (StraaS). Furthermore, 5G-MEDIA project capitalises on various results of previous 5G PPP projects and focuses on development of network functions and applications to implement three use cases: the immersive media and VR gaming; the smart production and user generated content; and the UHD distribution over CDN.

This document contains the initial analysis of the potential exploitation of 5G-MEDIA outcomes. This initial plan has been prepared to increase the chances of the exploitation of 5G-MEDIA outcomes.

The first section describes the exploitation approach in 5G-MEDIA, also detailing the methodologies that will be used to define the final business model. Afterwards, an overview of the architecture and a list of innovative outcomes are presented and described, with specific reference to the partners involved in the result.

Next, the deliverable presents a preliminary analysis of the reference markets of the project, with a particular view on the sectors most affected by the impact of 5G technologies. In the document we also describe a series of potential stakeholders involved, starting from the map published on the project website and contained in the deliverable D7.2 Dissemination, Communication and Community Building Plan.

Then a PEST analysis and a SWOT analysis are presented in order to investigate the macro-environment and ecosystem of the 5G-MEDIA project.

The final section of the document presents the preliminary exploitation plans developed by each partner, with a discussion of the expected results.

In the middle of the project (M15) and at the end of the path (M30), this document will be reviewed by two further updated versions that will contain refined exploitation plans and describe the final business model selected by the consortium. The business modelling phase will make use of the Canvas Business Model methodology.



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1. Introduction

1.1. Project Overview

5G-MEDIA project is a 30-month project which is developing innovative media-related applications by investigating how these applications and the underlying 5G network should be matched and interwork.

5G-MEDIA project’s objectives are related to a significant reduction of latency and increased capacity for transmitting bandwidth data streams between high density people and things with low energy and high reliability.

5G-MEDIA project pursues the following objectives:

adequately capitalising on and expanding the valuable results of ongoing 5G PPP projects to provide an agile programming, verification and orchestration platform for services;

developing network functions and applications to be demonstrated in large-scale deployments, based on 3 well-defined usage cases: in the immersive media and VR sectors, smart production and user- generated content, and UHD over CDN.

The 5G-MEDIA project is based on the innovative concept of Streaming as a Service (StraaS), which we intend to promote as the next trend in the networked media community within the 5G panorama. StraaS wants to optimize the user's perceived Quality of Experience (QoE) through dynamic resource allocation, migration of software components, communication with external physical servers and monitoring of the mobile user, including both domains of telecom operators and service providers. StraaS is made up of tiny autonomous units of executable pieces of software, in the concept of microservices, with a small space that can be easily migrated and run on remote 5G-MEDIA collaborative nodes.

In a nutshell, 5G-MEDIA will offer an open source DevOps platform, for multimedia network services and applications, accompanied by a wide range of open source network services and functions, able to meet the needs of the 2020 media network challenges according to the 5G vision. Both the 5G-MEDIA platform and network services will be available to third parties, hiding the complexity of the network structure and geo-distributed computing infrastructure and facilitating the development of new media services.

1.2. Deliverable Aims and Objectives

This report is the first version of the description of impact and exploitation plan in 5G-MEDIA Project. It represents a key result of WP7 – Impact, Dissemination and Exploitation, the principle objective of which is to plan and develop strategies and actions for future 5G-MEDIA services and components adoption, according to a sustainable model. The aim of this deliverable is to collect preliminary exploitation plans, through the definition and description of the M&E ecosystem in scope with the project activity, as well as the understanding and analysis of 5G technical, business and legal aspects. This report is divided into the following four key sections:

The Exploitation Plan and the Exploitation Approach in 5G-MEDIA;



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5G-MEDIA Services and Exploitable Results; 5G-MEDIA Market Analysis; Individual Exploitation Plans.

In more details, this deliverable aims at:

describing innovative outcomes in 5G-MEDIA project; providing an Exploitation Plan, describing all the useful task to complete a Business

Plan as well as the necessary and relevant actions to obtain commercial exploitation of the project results;

Providing a market study and analysis, concerning the 5G field and the new NFV/SDN based environment that 5G-MEDIA adopts, offering innovative services that will be improved in terms of performance and emerging business models;

defining and describing the individual exploitation plans of all the partner involved.

The dissemination level of the present document is marked as public.

2. Methodology for project exploitation

2.1. The Exploitation Approach in 5G-MEDIA

5G-MEDIA is an Innovation Action and for our consortium it is more important than ever to maximise research results we pan to produce through a series of dissemination and exploitation activities. The ultimate objective as a project and individually is to optimise the adoption of new knowledge, both for commercial and academic purposes, stimulating collaboration between the actors involved in these activities and with other subjects outside the consortium, to ensure business and societal benefits.

To this purpose, the 5G-MEDIA project will engage in collaboration activities and events that stimulate the sharing of knowledge and innovation between related 5G projects. It will mainly use 5G PPP projects and partners as the basis for these activities to pave the way for an enlarged ecosystem and stronger links between projects. 5G-MEDIA will play an active role in actions and events organized by the 5G Infrastructures Association and, in particular, in the Global 5G Events organized twice a year in several rotating continents. 5G MEDIA Projects will take advantage of these events to start interproject activities, workshops, etc. enabling ongoing 5G PPP projects to be carried out creating links and identifying synergies.

In order to achieve these objectives, the 5G-MEDIA project consortium will gradually build a community committed to adopting and planning the exploitation of the results beyond the end of the project. The objective is to involve a critical mass of stakeholders in the initial phase of the dissemination, communication and valorisation of the project.

As mentioned above, exploitation is a fundamental requirement for the 5G-MEDIA consortium; exploitation activities will start at the beginning of the project together with the initial dissemination phase, so that the identified stakeholders can be involved at a later stage, to adopt proposed solutions and participate in the evaluation of the various aspects with a view to extensive exploitation.

The exploitation approach in 5G-MEDIA will take into account the exploitation plan of each partner, and use ecosystem analysis and business approaches to maximize project impact. It



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will implement all actions necessary to create the environment for a wider and more sustainable use of the results. Attention will be given to identifying and analysing the context in which stakeholders operate; this will also allow the identification of value chains and potential new stakeholders.

The final 5G-MEDIA exploitation plan and the relative Business Model will be launched when a definitive description of the expected results and the definition of the ecosystem will be completed.

2.2. Useful Tasks to complete Exploitation/Business Plan

2.2.1. Business/Exploitation Plan Tools

In 5G-MEDIA, in order to define the Business Model for the commercial exploitation of the proposed solutions, we will adopt some of the methodological tools described below. The final Business Model will be submitted in the D7.7 - 5G-MEDIA Report on Impact and Exploitation (version 2). The main objective will be to define the more appropriate business model o models taking in account of the players, their relationships and possible business models.

2.2.1.1.PEST analysis

PEST analysis (Political, Economic, Social and Technological) is a technique that considers the variables of the external environment that have the greatest impact on the future of the company in the field of Politics, Economy, Society and Technology. The company must understand how the main variables of the environment can act on the future of the business, how they change and how they interact with one another. Variables should not be considered as separate but interdependent entities.

Political factors

These variables cause consequences that vary from sector to sector and from one country to another. The intervention of the public authorities is not always knowable in advance with certainty, therefore it is not always possible to make predictions about the impact of a decision on political factors. Among the main policy variables, it is possible to identify:

Competition, labour market and capital regulation Tax Policy; Political choices of Antitrust; Government stability; Special incentives; Privatizations.

Economic factors

Many economic variables affect the strategic choices and the conditions of the economy have a profound impact on the success of the company, in particular:

Cost of money; Interest rates; Inflation rate;



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Unemployment level; Price controls; Availability and cost of energy.

Social factors

Social trends influence the demand for products of a company. Variables such as cultural and conscience aspects, health, population growth rate, age distribution, careers and safety attitudes have a decisive impact on consumer choices. Some of the most important social variables are:

Changes in lifestyle; Career expectations; Consumer self-defence; Number of families; Population growth rate; Age groups in the population; Birth rate.

Technological factors

Technological progress can quickly bring out new products and production processes while making others obsolete at the same time. It can also create opportunities/threats by breaking down or raising barriers to entry of new competitors in the sector. Management must anticipate technological change in its sector and in those related to it.

Some technological variables are:

Total public expenditure on R&D; Total sector spending on R&D; New products/processes; Increase of productivity through automation.

2.2.1.2.Porter's Five Forces Framework

The formulation of a winning strategy involves as a fundamental step the definition and study of the main characteristics of the sector in which it is to operate.

One of the most commonly used reference schemes for this type of analysis is the Porter's Five Forces Framework, which is based on some structural factors and describes the competitive system in which the organization operates.

Porter's Five Forces Framework is a tool that companies can use to assess their competitive position.

The competitive structure of a sector therefore depends on the simultaneous interaction of the five competitive forces (Figure 1) that are:

Threat of new entrants: subjects that could enter the market in which the company operates; the factors that can influence the strength of potential entrants are: the availability of capital, knowledge of the sector, reputation and brand, agreements with the distribution.



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Threat of substitutes: subjects who place on the market products other than those of the reference company, but which satisfy, in a different way, the same need of the customer/consumer. The strengths that can encourage the producers of substitutive goods are: better value for money, a good propensity to replace, the complexity of the need.

Bargaining power of customers: the target of the output produced by the company that could possibly decide to integrate downstream; the factors that influence the strength of the customers are: the level of concentration of the competitors, how much it costs me purchases and sales, how much do the purchases cost customers, the information asymmetry, the level of specialization of my product, the possibility of substitution.

Bargaining power of suppliers: those from whom the company purchases raw and semi-finished materials necessary to carry out the production process and which could decide to integrate upstream; the factors that influence the strength of the suppliers are: the level of concentration of the competitors, how much do purchases and sales cost, how much the sales costs to the suppliers, the information asymmetry, the level of specialization of my product, the possibility of substitution.

Industry rivalry: Having an understanding of industry rivals is vital to successfully market a product. Positioning pertains to how the public perceives a product and distinguishes it from competitors. Potential factors are: sustainable competitive advantage through innovation, level of advertising expense, degree of transparency, powerful competitive strategy.



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Figure 1: Porter's Five Forces Framework (Source: Mind Tools, https://goo.gl/oXwbHj)

The model aims to identify the forces that operate in the economic environment and that, through their action, erode the long-term profitability of companies. In fact, these forces act continuously and if not properly monitored and tackled, lead to a loss of competitiveness.

2.2.1.3.SWOT Analysis

The SWOT analysis (also known as the SWOT matrix) is a strategic planning tool used to evaluate Strengths, Weaknesses, Opportunities and Threats of a project or in a business or any other situation where an organization has to make a decision to achieve a goal ( Figure 2). Through the analysis of strengths and weaknesses, the organization looks within itself in search of its distinctive competences, that is, what it does better than others, the activities that distinguish it on the market. Analysing the opportunities and threats, the company looks outside, towards the market, in order to grasp the aspects, it could take advantage of to improve its competitive position.

https://goo.gl/oXwbHj



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Figure 2: Swot Analysis Model

2.2.1.4.Business Model Canvas

The Business Model Canvas, developed by Alexander Osterwalder [Osterwalder2010] , is a visual representation of current or new business models, generally used by strategic managers (Figure 3). It is presented in the form of a graphical diagram and is useful for developing new business models or improving existing ones. The Business Model is a set of organizational and strategic solutions that allow a company to create, distribute and acquire value. The Canvas provides a holistic view of the business as a whole and is especially useful in running a comparative analysis on the impact of an increase in investment may have on any of the contributing factors. Using the logic of "visual thinking", the Business Model Canvas creates a sort of universal language: this allows to share and simplify complex concepts that concern the functioning of a company, making them comprehensible to all. The Business Model can be described with 9 basic elements:

Customer Segments; Value Proposition, which is the value of the products or services offered for each

segment; Channels, the channels through which to reach the customer; Customer Relationships, the relationships established with the customer; Revenue Streams, revenues generated; Key Resources, the organization/company's key resources; Key Activities, the key activities to make the business model effective;



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Key Partners, the key partners with which the company intends to join itself in order to create value for the customer;

Cost Structure, cost structure for resources, activities and key partners.

Figure 3: The Business Model Canvas (Source: Business Model Generation, https://goo.gl/7xyKvM)

2.3. Actions to promote the commercial exploitation of the results

The consortium, in order to undertake actions aimed at the commercial exploitation of the results of the 5G-MEDIA project, first of all aims to involve potential end-users and other actors/organisations interested in the proposed solutions.

In the involvement of these actors, it will be important to clarify what are the benefits of the new solutions, distinguishing between direct impacts (services, applications, network functions, etc.), or indirect impact (reduced latency, increased capacity of data streams, etc.).

During the development of the project, it will be explained from time to time how these results could be applied, also in consideration of the fast evolution of the reference market. Just for this reason, in the next intermediate deliverable, the D7.5- 5G-MEDIA Report on Impact and Exploitation (M15) will produce an update of the market overview and an analysis of competing solutions.

https://goo.gl/7xyKvM



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The 5G-MEDIA platform will be fully available in open source; however, the actors involved in the 5G-MEDIA project, in order to activate the commercial exploitation of the results, will promote participation in European and international events, currently being defined.

3. 5G-MEDIA Services and Exploitable Results

3.1. Overview of the 5G-MEDIA Architecture

The 5G-MEDIA approach delivers an integrated programmable service platform for the development, design and operation of media applications in 5G networks. Figure 4 shows the high-level architecture of the 5G-MEDIA service platform.

The main building blocks comprising the 5G-MEDIA architecture are:

An Application/Service Development Kit (SDK) that enables access to media applications development tools, such as editor, validator, emulator;

A Service Virtualization Platform (SVP) that hosts the components related to the ETSI MANO framework, the Virtual Network Functions and the Media Application Catalogue and Repository, the Media Service MAPE and the corresponding Virtualized Infrastructure Manager (VIM) and WAN Infrastructure Manager (WIM) plugins enabling the integration to different NFVI platforms;

Different Network Function Virtualization Infrastructures (NFVIs) comprising the “Physical Layer” that to provide cloud computing resources by different operators where to host generic and media-specific VNFs depicted at the “Virtualized Resource Layer”. 5G-MEDIA platform pioneers application of Function-as-a-Service (FaaS) to VNF management, complementing traditional VM based VNFs with FaaS based media specific functions, aiming at dramatically reducing development cycles and slashing operational costs to 5G-MEDIA users.

The implementation of the 5G-MEDIA SDK will reuse existing open-source services or components (e.g. SONATA SDK) and will focus on extensions and added-value capabilities such as the following:

Extend packaging tools to support containers and unikernels;

Extend editor to support media specific templates (NSDs/VNFDs);

Create cli tools and extend editor and emulator tools to support FaaS.

The implementation of the 5G-MEDIA SVP will build upon the Open Source Mano (OSM) v3.0 NFV-MANO stack and will make use of Phase 2 project results (e.g. SELFNET for NSD/VNFD Catalogue, CogNet for Media Service MAPE). In this line the project will focus on the development and extension of the following SVP components:

NFV MANO Service Orchestrator: This component will contain the NSD/VNFD catalogues and NS/VNF repositories customized to 5G-MEDIA project needs as well as the Network Service Orchestrator and the VNF Manager;

Media Service MAPE (Monitoring-Analyse-Planning-Execute): This component will realize a MAPE loop for the optimization of media services in terms of network requirements, e.g., latency, throughput etc. The 5G-MEDIA project will focus on the implementation of



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the Cognitive Network Optimizer (CNO), which represents the intelligence module integrated in the MAPE loop;

NFV MANO Resource Orchestrator: This component will contain the mechanisms for the deployment of media services on the Network Function Virtualization Infrastructures (NFVIs). The 5G-MEDIA project will provide two new Virtualized Infrastructure Manager (VIMs), in addition to those supported by OSM: Function as a Service (FaaS) VIM, which enables the use of the so-called FaaS concept and the OpenNebula VIM, which enables the connection of OSM to OnLife NFVI provided by TID.

The 5G-MEDIA SVP will enable the connection to different NFVIs, which will host the media services. Currently, we foresee that three different NFVIs provided by the project partners (ENG, OTE, TID) will be used in the frame of the project. In this line, we provide an overview of the characteristics of each NFVI and a reference instantiation of the proposed 5G-MEDIA platform.



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Figure 4: 5G-MEDIA High Level Architecture

3.2. Innovative Outcomes Description

The main innovation results related to the 5G-MEDIA research are briefly described in the following table, together with the main involved partner and an initial licensing policy.



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Table 1 – Innovative Outcomes

Outcomes Partner Description Licensing

Policy

5G-MEDIA SDK tools

NETAS, ENG A set of open source tools to support the rapid development of media applications using the DevOps approach:

tools allow to define Media Service forwarding graphs to proof and package the various functions

to emulate behaviours of the virtualized infrastructure

to package VNF ISOs and use CSAR Tosca format

to create the so-called FaaS VNFs, i.e., VNFs that are instantiated upon the detection of specific events.

Open Source

5G-MEDIA Service Virtualization Platform (SVP)

SILO, NXW, UPM SVP hosts the components related to the ETSI MANO framework (NFV Orchestrator, VNF Manager(s), NSD/VNFD Catalogue, NS/VNF Repository, Infrastructure Manager(s))

Open Source

SDN and NFV Virtual Function catalogue

NXW This component is a catalogue for SDN applications and NFV packages (descriptors and images) used as external module to the ETSI MANO NFVO and to the SDN controller to contain the set of virtual functions and related network services to be used by the 5G-MEDIA SVP and the MANO stack for LifeCycle management activities.

Open Source

Media Service MAPE

UCL, SILO This component will include monitoring tools and the Cognitive Network Optimizer (CNO), which uses machine learning algorithms to adapt the deployment of VNF forwarding graphs and meet expected QoS requirements

Open Source

FaaS VIM IBM This component will enable the deployment of FaaS VNFs on the NFVI supporting different virtualization technologies (e.g., OpenStack, VMWare)

Open Source - Apache 2.0.

OpenNebula VIM

TID This component will enable the connection of OSM to the OnLife platform

Open Source

vCompression Engine

IRT The vCompression Engine is a 5G-MEDIA specific VNF that enables the compression (encoding/decoding)of audio-visual (A/V) media content.

Will be based on open source en/decoding tools (e.g. ffmpeg)



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Outcomes Partner Description Licensing

Policy

Media Process Engine

UPM The Media Process Engine is a 5G-MEDIA specific VNF that enables the switching/mixing of A/V signals.

Apache 2.0

Speech-to-Text Engine

BIT The Speech-to-Text Engine is a 5G-MEDIA specific VNF that recognizes speech within the audio signal of the A/V material. This speech will be decoded into text.

Open Source

Image/Face Recognition

BIT The Image/Face Recognition is a 5G-MEDIA specific VNF that detects objects within the A/V material with a context-aware text-based output.

Open Source

Virtualized CDN functions for caching and traffic routing

NXW The solution will be based on various components needed to implement a Content Distribution Network.

vLocalCache, which implements a caching proxy server nd is implemented using the Apache Traffic Server open source software

vLocalTranscoder, which implements the compression (encoding/decoding) of audio-visual (A/V) media content and is based on ffmpeg

vOriginServer, which is the main media server for UHD contents based on Symphony by Nextworks entertainment system or open source MPEG-DASH servers

Apache Traffic Control, made of Traffic Operations, Traffic Monitor, Traffic Router, Traffic Stats and Portal, used for management and monitoring a CDN

Open Source, e.g. APACHE LICENSE, VERSION 2.0

Or Proprietary for some components

5G-Media Tele-Immersive Media Streaming Platform

CERTH The know-how of deploying a tele-immersive (TI) media streaming platform utilizing the network backend offered by the 5G-Media consortium partners. Description of all the necessary components as well as the steps required to realize the TI media streaming platform.

Open Source

Virtual 3D Media Transcoding Function

CERTH The 3D media specific VNF that will be developed to transcode live 3D media streams in real-time. Focus will be on performance to allow for real-time adaptation of the streamed media in terms of bandwidth (and respectively quality).

Open Source



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4. 5G-MEDIA Project Market Analysis

4.1. 5G-MEDIA Market Overview

The Media and Entertainment industry has undergone a revolution in recent years; the consumption of Media by users has changed markedly, as the habits and expectations of using services in the Media and Entertainment sector. In the last period the user experience of Media & Entertainment is expanding and deepening considerably. In the past, stakeholders of the sector have concentrated their efforts mainly on two factors considered crucial, the content and distribution of the same. The current change sees the user experience as a real protagonist.

In particular, this scenario is valid for services such as linear media, on-demand content, user generated content and games, the consumption of which takes place on the move or at home, on different user devices such as smartphones, tablets, TV sets, wearables, watches, etc. Media and Entertainment services must currently be ready to respond to a growing demand in terms of data transfer rates, quality of service and number of users connected.

Until now, major sporting events, concerts and festivals have often created problems for communication service providers around the world. Because of the huge number of devices that try to connect at major events, it is not uncommon that it is impossible to upload photos, videos and update your social media status and that you can only do so after the event ends.

The response to the needs of the Media and Entertainment market is undoubtedly represented by 5G networks and the resulting service innovation. The enormous growth in data related to the development of IoT and the use of content, from fixed to mobile locations, and the demand for high performance to encourage the development of particularly sophisticated digital services, have already placed the importance of 5G to the market and the European institutions since some years.

5G networks are the next generation of mobile connectivity and promise higher speed performance and more reliable connections on smartphones and other networked devices, with average download speeds of around 1Gbps.

Although for now it is still in a phase of work in progress, even if the technological standards and official regulation are still lacking, 5G networks should officially start in 2020 with the first commercial phase, to work together with existing 3G and 4G networks for the development of business and online consumers, regardless of location and device access to the network. 5G could also play an important role in the process of connecting developing countries.

The results of the 2017 edition of the "5G Readiness" survey published by Ericsson [Ericsson2017], show how many operators have accelerated the activities for the adoption of the new technology, with 78% of those interviewed who are experimenting in this field. In addition, 28% of respondents say they are ready to implement 5G as early as next year.



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The survey participants - 50 executive profiles of business and technical areas - were interviewed last July 2017 and represent 37 global operators, who publicly announced that they are working on the 5G.

According to the survey, operators have further developed their business strategies for the provision of 5G-based services. Currently, they are looking beyond the consumer market and also foresee opportunities in the enterprise and industrial segments (Figure 5).

Figure 5: Segment Focus- “5G Readiness on the Rise”, Ericsson, 2017

Among the most attractive sectors for 5G applications, respondents focused on media and entertainment, automotive and public transport, often also indicating healthcare, energy and utilities (Figure 6).

Figure 6: Key Use Cases by Industry “5G Readiness on the Rise”, Ericsson, 2017

A clear majority of respondents believe that the Internet of Things will play an important role and that collaboration with third parties will be essential in this context. It is also estimated that in the future the combination of 5G and IoT will generate the highest returns.

In terms of 5G monetization, respondents believe that additional revenues will be generated by an increase in market share, migration of 4G subscribers, higher prices for new services and expansion into new enterprise and industrial segments (Figure 7).



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Figure 7: Monetizing 5G “5G Readiness on the Rise”, Ericsson, 2017

The 5G is a true technological revolution that will deliver up to 100 times faster data transfer rates, significantly reduce latency by approaching zero and ensure a mobile data volume one thousand times higher than current levels, enabling the development of new services, and generating enormous socio-economic benefits for the European Union. Benefits which, according to the Commission's figures, could reach €113 billion per year by 2025 in the key sectors (Figure 8).

Figure 8: Telecom TV- 5G Socio-Economic benefits. Data: European Commission

Thus, the 5G will act as an accelerator for the digital transformation of companies, enabling the development of new advanced services.

The advent of 5G means that content service providers and media and entertainment providers will no longer be limited in the types of experiences they can offer consumers. Virtual reality will no longer be a prohibitive expense due to very high data loads from untethered cameras, which allow huge amounts of video stream data at a fraction of the cost. This will mean that there will no longer be any limitations on how to get a signal inside a building effectively, opening VR experiences to everyone.

Virtual reality has the potential to radically change our way of looking at events live. It opens up the chance to see immersive 360-degree video footage from cameras at the playing field level, for example. With the 5G there will be an immersive experience with virtual reality on your mobile phone and social transmission, even in high definition.



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The 5G will of course not only improve the visual experience, but will also be a flywheel for the Internet of Things (IoT) and can also help companies and event organisers with cost efficient identity management, a key element of IT security. Knowing exactly who is at an event at any time will always be a necessity, even in the future, and the combination of 5G with IoT can help in this respect.

4.1.1. Digital transformation of the M&E Industry and New Players

According to PwC forecasts published in the Global Entertainment & Media Outlook 2016-2020 report [PwC2016_2020] , in the next five years the worldwide revenues of the Entertainment & Media sector will grow from US $ 1.720 billion in 2015 to $ 2.140 billion in 2020 (CAGR: + 4,4%).

In 36 of the 54 countries analysed by the study, M&E spending is growing at higher rates than GDP, often over 50% higher. The study therefore confirms that the industry presents a dynamic and articulated scenario, with growth spaces and opportunities. The most important figure is the fact that in 2020 the digital revenues of the M&E sector, estimated at US $ 1,060 billion, will have almost reached non-digital revenues, equal to US $ 1,070 billion.

In 9 of the countries analysed by the study, including China and Kenya, this overtaking has already occurred in 2015 and by 2020 it will be accomplished in about half of the countries, including the United Kingdom, Chile and Vietnam. It is distinguished Germany, which also in 2020 will see non-digital revenues still equal to 61% of the total.

M&E revenues are constantly shifting from editorial activities to video and internet-related activities, in particular to over-the-top (OTT) services and consumer data management. Direct consumption patterns will remain strong, while spending on Internet access, including mobile data, will compete for first place with advertising.

This development generates opportunities both for new operators and for traditional players wishing to open up to new segments such as OTT videos and e-commerce offer.

In the market there are two main players: on the one hand the broadcasters, which focus on their core business, the contents, and on the other hand the telecommunications operators who exploit their more developed distribution capacity.

As a response to the market, there is the union often with strategic partnerships, between these two forces: content and distribution capabilities, to bring to the market a distinctive offer that proposes an integrated quality experience.

The needs of consumers have evolved towards a more personalized use of the content. In such a context, some important dynamics emerge: the online video progressively gains more and more success. The increase in availability of online content in HD, which encourages consumers to increasingly use online services compared to traditional programming; the development of low-cost content production models especially by creators of online and mobile content.



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4.2. Market Segmentation

4.2.1. 5G-MEDIA Market Sectors

The 5G-MEDIA project is developing innovative technologies and efficient services to create a unique value proposition through the union between the 5G systems and the NFV/SDN paradigm. The ambition is to generate significant income among the stakeholders involved, increasing the competitiveness of the European mobile media industry through a real revolution. This significant change will be brought by the M&E sector, e.g. through virtual reality (VR), augmented reality (AR).

This section will briefly describe some of the M&E market sectors that could receive the greatest impact from the technologies developed in the 5G-MEDIA project.

4.2.1.1.Media and Content

According to the PWC Global Entertainment and Media Outlook [PwC2017_2021] , the Entertainment and Media industry is in a phase of enormous growth due to the increased availability of Internet-enabled choice. Consumers, through numerous tools, have the ability to access a myriad of digital content. Digital content means any text, audio, video and image available for download on any electronic device.

Statista [StatistaOutlook] presented the predictions concerning the income of digital media worldwide with a forecast up to 2021, broken down by category (Figure 9).

Figure 9: Digital Market Outlook. Source www.statista.com

http://www.statista.com/



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4.2.1.2.Digital Video Content

Internet video is defined as: Internet video in a small format (e.g. YouTube), long- form Internet video (e. g. Hulu1), live Internet video, Internet video to TV (e.g. Netflix via Roku2), online video purchases and rentals, webcam and web-based video monitoring.

Internet videos consist of online videos downloaded or streamed online and displayed on a PC screen. Most of these are free clips and other content offered by television networks and film producers.

According to a new Cisco report [Cisco2017], the online video will be responsible for four-fifths of global Internet traffic by 2019. Cisco believes that the massive increase will not only be driven by the growing popularity of OTT video streaming services, but also by the number of users that will be connected by 2019 (Figure 10).

Figure 10: Global Consumer internet traffic. Source: Cisco VNI, 2017

Internet video streaming and downloads are beginning to take a larger share of bandwidth and will grow to more than 81 percent of all consumer Internet traffic by 2021 (Figure 11).

1 https://goo.gl/kn8WTf

2 https://www.roku.com/offers/netflix



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Figure 11: Global Consumer internet video. Source: Cisco VNI, 2017

4.2.1.3.Gaming

After Social Networking, online and mobile gaming is one of the most popular online activities. Mobile gambling in particular should thrive once the infrastructure is well established. The most promising gaming categories that grew up in 2017 are virtual reality, e-sport and video and gameplay3.

According to Cisco [Cisco2017], globally, Internet gaming traffic will grow 7-fold from 2015 to 2020, a compound annual growth rate of 46%.

4.2.1.4.Music and Filming

The revenues of the global music industry, which had stagnated since 2012 until 2015, are gradually increasing due to new business models.

Already in 2016, the global music industry was in its second consecutive year of growth, with new freemium models and streaming plans. Digital revenues in the music sector will rise at a 4.2 percent CAGR through 2021. On the other hand, the decline of downloaded digital music is particularly evident (Figure 12). In 2017, streaming was the main revenue source for recorded music.

3 Market Brief- 2017 Digital Games & Interactive Media Year in Review, https://goo.gl/weAdQj



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Figure 12: Global digital music downloading revenue vs. digital music

streaming revenue (US$ billions). Source: PwC

As regards the film industry, digital films sales from online sources are steadily increasing.

4.2.1.5.Augmented and Virtual Reality

Worldwide spending on virtual and augmented reality is expected to double each year through 2021, say the analysts at IDC [IDC2017]. Total spending will increase from $11.4 billion in 2017 to $215 billion in 2021, with a compound annual growth rate of 113.2 percent. Consumer sales for things like headsets and games are currently the top driver of overall spending, followed by sales in the manufacturing and retail sectors.

According to Gartner [Gartner2017], augmented reality (AR), virtual reality (VR) are changing the way people perceive and interact with the digital world. In combination with conversation platforms, a fundamental change in the user experience will emerge. Application vendors, system software vendors and platform development providers will compete to provide this model.

4.2.1.6.Network Virtualization

Network Virtualization (NV) is defined as the capability to create logical and virtual networks that are separated from the underlying network hardware to ensure the network can integrate and support increasingly virtual environments. In a nutshell, network virtualization is a process of abstraction which separates logical network behaviour from the underlying physical network resources.

The virtualization of network resources is a key improvement that offers a multitude of benefits for telecommunication operators and infrastructure owners, separating network functions from its historical parity with proprietary hardware.

A report edited by Analysis Mason [Mason2016], has foreseen an exponential growth of VNF at 66% CAGR reaching almost $30 Billion by 2023 (Figure 13).



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Figure 13: Software-controlled networking revenue by market segment, worldwide, 2013, 2018 and 2023 [Source: Analysis Mason, 2014]

4.2.2. 5G-MEDIA Stakeholders

According to a preliminary version of the 5G-MEDIA Stakeholder Map (Figure 14), the following table will describe the typologies of players potentially involved in the 5G-MEDIA market ecosystem for dissemination of project results.



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Figure 14: 5G-MEDIA Stakeholder Map. http://www.5gmedia.eu/

Starting from this overview and taking in account the potential project outcomes, an early business value chain which includes the main business/commercial stakeholders has been defined and showed in the Figure 15.

This business value chain shows the potential blocks of business stakeholders: the 5G Media Solution Providers which includes both IT providers/operators and Infrastructure Owners, the potential 5G Media Solution Customers which includes different types of M&E companies and finally the Final Customers which includes di M&E customers (citizen, organisations, companies, schools, etc…).

The table below provide a first overview of the main stakeholders of this business value chain and describes same benefits they can reach by means of the use of potential solutions based on the 5G Media project outcomes.

http://www.5gmedia.eu/



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Figure 15: 5G-MEDIA Potential Business Value Chain

Table 2 – 5G-MEDIA Stakeholder List

USERS/ Potential 5G-MEDIA Solution Customers BENEFITS

Media & Entertainment Providers,

M&E Application Service Providers

Role that can be assigned to many types of companies, covering a wealth of services in vertical domains that may potentially be benefited from the 5G concept. These service providers are companies that offer services to end-users or other companies, considered as the consumers of a service. For example, a company offering tele-immersive games to players around the world, or a company that maintains the server for uploading and processing of video files and charging end-users for viewing or using (for other purposes) such stored content. Also, a broadcaster, taking advantage of the 5G infrastructure for remote production and streaming distribution is considered as a Service Provider in this document.

Broadcasters and media companies today are looking for reliable, resilient, scalable and cost-efficient solutions that enable them to satisfy the ever-demanding needs of consumers and prevailing in a highly competitive market.

Replacement of dedicated hardware platforms with flexible software-based media solutions enable for cost-effective, more flexible and scalable usage of services. Resources get better utilised and can be instantiated where and when needed. Also, ad-hoc and mobile usage is easily done with such an approach.



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Application Developers, Service Developers, Function Developers

Companies of various sizes that develop innovative 5G-related services (or functions that can be combined to create a service), leveraging on Service Virtualisation Platform (SVP) offerings and Network Function Virtualisation Infrastructures (NFVIs). In particular: 1) media services that may include functions related to media streaming servers, processing of A/V signals, audio encoding, packet analysis, and 2) networking services including functions related to caching, switching, firewalling, traffic classification, routing policies.

Media service/application developers are looking for a platform to deploy media services/applications without the need to configure and manage parameters on the network and infrastructure level. They also need tools and an SDK to develop and deploy media services and functions in a flexible and productive way

Moreover, software abstraction of physical network and infrastructure with a further abstraction level based on network-/media-specific applications and services that only represent a single function enables application developers for fast and flexible programming with highest level of adaptability, which speeds up time-to-market and reduces costs on both principle and agent (application developer) side

In terms of cost 5G-MEDIA NFV MANO platform virtualized infrastructure leads into lower hardware and operating cost for application developers and IT departments in general, that has an essential impact of its business model

Flexibility in development and deployment media services

Integrated devops approach for the issue tracking, monitoring, and development.

Tools for media related service monitoring

Validation and verification in design time.

Function as a service availability to be used as a part of the network service



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Infrastructure Owners

This role mostly includes large companies (especially telecom operators) providing (network, computing, storage) resources in large-scale, cloud-based environments for the deployment of services. In 5G-MEDIA, infrastructure owners provide/lease the Network Function Virtualisation Infrastructures (NFVIs) that might be based on several technologies. These infrastructures are integrated with the Service Virtualisation Platform (SVP) and managed by Virtual Infrastructure Managers (VIMs), administered by the Service Platform Provider. Another possible option for the Infrastructure Provider is to provide a cloud-based environment for the deployment and configuration of the Service Virtualisation Platform itself.

The 5G-Media infrastructure will lead to faster implementation of services in the network. In addition, there will be flexibility in the management and allocation of resources to advanced services leading to decrease customer churn and increase sources of income.

Service Virtualization Platform Operators

Responsible for operating and maintaining a secure, scalable, and efficient Service Virtualisation Platform (SVP) for the instantiation of 5G media-related services. The responsibilities of the SVP Operator entail oversight of the provisioning and maintenance practices, security practices, disaster recovery planning and execution, as well as general oversight of daily operations. The Operator is also in charge of analysing and optimising the resource allocation and ensure charging according to signed SLAs.

Leverage on the integrated NFV MANO compliant platform to entry in a new market targeting Application Service Providers and Media & Entertainment Providers

Enhanced end-to end operation and control of resource orchestration for innovative media services

Integrated QoS/QoE monitoring and run-time optimization features.

Repo for media specific VNFs

Function as a service for reducing OPEX

4.3. Pest Analysis

The 5G-MEDIA project aims to provide unique technologies and services capable of creating a convergence between 5G technologies and the NFV/SDN paradigm. The objective is to increase competitiveness in the digital video, augmented reality, virtual reality, digital music, e-sport sectors at European level.

In the past, stakeholders of the sector have concentrated their efforts mainly on two factors considered crucial, the content and distribution of the same. The current change sees the user experience as a real protagonist (Figure 16); 5G technologies can be essential to enable this change.



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In order to analysis the macro environmental challenges of organizations operating in the Media and Entertainment industry and in the technology industry, a Pest Analysis was carried out to understand the political, economic, social and technological factors that could be critical in the development of the solutions proposed in the 5G-MEDIA project.

In this section of the document the Pest Analysis made at European level will be introduced. The Pest Analysis was carried out considering the elements characterizing the 5G-MEDIA project field, in order to understand how 5G technologies will be able to enable innovative scenarios in the M&E sector.

Figure 16: User Experience is King, PwC, https://goo.gl/QKo958

4.3.1. Political

Already from 2016, the President of the European Commission Jean-Claude Juncker, in his speech on the EU state, had announced a strategy for the development of digital infrastructures. The announced strategy foresees the achievement of three fundamental objectives: access to ultra-fast connectivity for all socio-economic drivers such as schools, universities, research centres, public administrations; connectivity at least 100 Mbps in each home; urban areas, roads and stations covered by the 5G, for at least one metropolis of each state of the Union from 2020. In order to implement this strategy, the European Commission

https://goo.gl/QKo958



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has launched a legislative proposal called the European Electronic Communications Code4. This code provides for the simplification of the rules for private investments related to infrastructures throughout the European Union. The goal is to make the 5G the activator of new applications that will be possible thanks to very high speed and low latency, such as high definition video anywhere and augmented reality in which the digital and physical world will become one.

The 5G infrastructure Public Private Partnership (5G PPP), to which the 5G-MEDIA project is directly linked, is a joint initiative between the European Commission and the European ICT industry. It aims to deliver solutions, standards, architecture and technologies for the ubiquitous next generation communication infrastructures. With WiFI4EU5, the European Commission intends to promote free Wi-Fi connections for citizens and visitors in public spaces such as parks, squares, public buildings, libraries, museums and health centres throughout Europe. The WiFi4EU initiative, which will have a budget of 120 million euros between 2017 and 2019, will favour the installation of Wi- Fi devices in the centres of community life. The WiFi4EU initiative will be implemented in a geographically balanced manner, so that both residents and visitors to thousands of local communities across the EU can benefit from high-speed connections. The Connecting Europe Broadband Fund (CEBF)6 will aim to fill the lack of resources on the market by supporting investments in broadband infrastructures through direct funding to the private sector, public enterprises, public-private partnerships (PPPs) and through financial intermediaries. The fund will combine public and private investment, supporting the development of broadband projects across the Union. It will be necessary to create more competition and predictability for investments in the EU: the new rules are aimed at giving certainty on long-term revenues through certain rules that overcome disparities between the different EU countries.

4.3.2. Social

The survey conducted by Ericsson [Ericsson2018] to understand the changes in consumer habits and, consequently, the new expectations and needs, has documented some very important points that testify new attitudes and opinions towards the telecommunications stakeholders. The report of this survey uncovers six calls to action from consumers which operators must act on, to drive consumer satisfaction and monetize mobile broadband for a 5G future. The main expectations for a 5G future consumer can be synthesize as follows:

4 Proposal for a DIRECTIVE OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL establishing the European Electronic Communications Code, https://goo.gl/QE3BoV

5 WiFi4EU- Free Wi- Fi for Europeans, https://goo.gl/2psGkk

6 Connecting Europe Broadband Fund (CEBF), https://goo.gl/i8Vrr1

https://goo.gl/QE3BoV

https://goo.gl/2psGkk

https://goo.gl/i8Vrr1



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Providing with an effortless buying experience. 57% of smartphone users find complicated to understand mobile data plans; there is a noticeable misalignment between what users buy and what they actually use.

Offering a sense of unlimited. Smartphone users are not necessarily looking for limitless data plans but rather a sense of unlimited. It is a question of mental tranquillity, rather than the actual use of available traffic, which pushes consumers to purchase unlimited data plans and operators are invited to explore alternative ways of offering them this sense of freedom.

Treating the gigabyte as currency. Smartphone users with capped data plans are left with 40 percent of their data allowance unused by the end of the month; most users pay for mobile data they never use. 2 out of 5 consumers would like to be able to monetize this excess traffic and expect to be able to store, exchange or donate the amount of unused data.

Offering more than data buckets. Mobile internet speeds are considered most important in data plan selection; despite this, most operators continue to sell plans by volume and do not differentiate on speed tiers. Consumers want operators to provide them with updated, evolved and customized data plans.

Offering more with 5G. Despite the belief that consumers are not interested in 5G, at a global level the idea of accessing 5G services is tempting for 76% of smartphone users and 44% are willing to pay for it. Most consumers expect speed and coverage improvements from 5G; they also expect 5G to enable new apps, new services, and things that are impossible today.

Keep a better network experience. Consumers ask operators to avoid unfounded marketing slogans and be more transparent by focusing on the real experience offered by the network.

Regarding the specific sector of Media and Entertainment, the new consumer trend is the escape from linear TV. Customers are looking for a best entertainment experience and leading service providers must adopt new strategies to capitalize on the on-demand revolution. The groups most affected by the phenomenon of migration to digital services and web are adolescents and young people.

4.3.3. Economic

Already in 2016, EU Member States were invited to implement an action plan for 5G through coherent, inclusive and timely action in regions and cities to encourage and stimulate cross-sectoral innovation and promote a framework for economic cooperation across the sector.

Europe's leadership in 5G technology is crucial for economic growth and to maintain global competitiveness, which requires coordination and planning at European level, and that a delay in doing so entails risks in terms of jobs, innovation and knowledge.

As noted by Ericsson during Mobile World Congress 2017, 5G connectivity has the potential to create a market of over $1,200 billion in just1 a decade. In fact, the 4G LTE heir can implement real chain reactions capable of substantially changing the way in which it is produced at industrial level, the public sector, personal care and much more. 5G and its



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applications will reinvent business models with ultra-high-speed connectivity, unlocking the potential for innovation in all sectors.

There are some key factors for the development of 5G, such as understanding the nature of the economic benefits and individual benefits that can be derived from the spread of 5G. These benefits include the development of the Internet of Things, autonomous cars, the development of e-Health and telemedicine, new learning and teaching opportunities through the use of virtual reality tools in education, new entertainment models, the potential results of smart cities and new possibilities of digital agriculture. The spread of 5G will pave the way for new products and services, which will be simpler to use and tailored to individual needs, increasing consumer satisfaction. Demand will make investment in 5G more profitable in the long term and ensure an adequate level of return on investment.

4.3.4. Technological

5G technologies are faster network technologies but also innovative tools that contribute to define a new paradigm of network communication, able to support communications among human beings and among connected objects and to satisfy the constant growth of data traffic. Communication between objects offers a wide range of new possibilities and great business opportunities. 5G technologies are designed to provide the resources needed to meet the growing needs of wireless networks and the mass market for entertainment, multimedia, Intelligent Transport Systems (ITS), telemedicine, security and emergency applications. It is a technology designed to facilitate the development of the 3D Internet, Virtual and Augmented Reality and their sensory, audio and visual applications, and tele-aptic, virtual realities in social environments, video streaming with users able to share their experiences of virtual reality, communication between robots and smart machines.

5G network technologies are designed to instantly connect everything, anywhere and at all times, to operate on all available radio frequencies and networks, to provide a broad spectrum of shared resources and to foster high convergence of physical and digital communications.

Another fundamental technological aspect is the Network Virtualization (see section. 4.2.1.6).

Below, the Pest Analysis summary table.



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Table 3 – Macro Environment analysed through a PEST

4.4. SWOT Analysis

As stated above, 5G networks will enable advanced performance in mobile communications, effectively managing the quality of services offered. Many sectors will benefit from these improvements and, in particular, the M&E market will be among those most influenced by the change deriving from the implementation of 5G networks.

Recently, the M&E sector has grown significantly thanks to technological progress that has boosted the volume of multimedia traffic. Cisco [Cisco2016] predicts that video traffic will account for 82% of all Internet traffic by 2020; at the same time a high growth of the advanced applications in the M&E sector is expected; this scenario will involve the need to have efficient network requirements, especially regarding bandwidth and latency. Future 5G systems will have to be designed to overcome the traditional ways of connectivity, orchestration and provisioning; they must also allow the management of distributed networks.

POLITICAL ECONOMIC

The 5G infrastructure Public Private Partnership (5G PPP)

European Electronic Communications Code

WiFI4EU

Connecting Europe Broadband Fund (CEBF)

European Union investment plans to support the development of 5G connectivity

Increase in demand that will make investment in 5G more profitable in the long term

High level of return on investment

5G potential to create a market of over $1,200 billion in just a decade

Growth in the gaming and gambling sectors (see section 4.2.1.3)

Massive growth of Media and Content sector (see section 4.2.1.1)

SOCIAL TECHNOLOGICAL

The main expectations are: o effortless buying experience o a sense of unlimited o the gigabyte as currency o more than data buckets o more with 5G o Keep a better network experience

In M&E, migration to digital services and web by adolescents and young people

needs of wireless networks

User Experience is King (4.3)

5G technologies offers faster network and innovative tools and services

A new paradigm of network communication

Development of the 3D Internet, Virtual and Augmented Reality

foster high convergence of physical and digital communication Network Virtualization



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5G technology with its applications and new services will lead to the transition to Digital Life, transforming the way of living, working and communicating through a series of innovations, from cities to the Smart home, the Internet of Things, the Cloud for professional and personal use, virtual reality, augmented reality, industry 4.0 and much more.

The idea of the 5G-MEDIA consortium is to offer a platform geared primarily to Small and Medium Enterprises, startups and open source development communities; along with the technology will also be offered use scenarios to be developed, media applications to be implemented using the SDK capabilities and the service virtualization platform. The 5G-MEDIA platform also proposes to offer a set of generic networked media services to be used to create more complex services.

The analysis of the context of the 5G-MEDIA project has revealed some strengths and weaknesses of the implementation process of the technological infrastructures that should enable the services of the platform. At the same time, potential threats and opportunities from external factors and scenarios have emerged.

Below, the SWOT Analysis summary table.



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Table 4 – The Environment analysed through a SWOT

INTERNAL FACTORS

STRENGTHS (+) WEAKNESSES (-)

Open innovation approach

5G Infrastructure Public Private Partnership (5G PPP) joint initiative

Efficient management and orchestration of intensive media applications

Carefully designed to provide high bandwidth, low latency and QoS capabilities

Media oriented use case scenarios

Innovative Streaming as a Service (StraaS) Business Models

Creation of new economically-viable services of high societal value

Creation of Immersive Media and Virtual Reality applications

UHD content distribution

Fragmentation of available resources

Level of availability of the underlying infrastructure

Discontinuous use of IT equipment in households and businesses

Uncertainty on legal and contractual aspects

Definition of the strategic positioning of the initiative needed

Business models to be defined

4G networks designed to dominate the scene for at least the next 10 years [GMT2017]

The path to a convergence between Telco and Media is unclear [GMT2017]

EXTERNAL FACTORS

OPPORTUNITIES (+) THREATS (-)

Digital Single Market Strategy

Horizon 2020

WiFI4EU

Connecting Europe Broadband Fund (CEBF)

European Electronic Communications Code

New IT trends [Gartner2017]: o Digital twins

o Cloud to the Edge

o Conversational Platform

o Immersive Experience

o Virtual Reality (VR)

o Augmented Reality (AR)

Enhancement of IoT technology [EC_IoT]

Exponential rise in streaming on demand consumption [Deloitte2015]

Level of ICT skills in the population

Slow development of digital culture in the population

Limited growth in propensity to purchase ultra-wideband connectivity services

Investment required to cover large geographical areas

Uncertainty related to the consolidation process of the telecommunications sector in the individual EU Member States

Heterogeneity and fragmentation of measures aimed at developing digital culture

Difficulties of coordination due to the predominance of territorial autonomy

Low presence of alternative and sustaining infrastructures

Low sharing of infrastructure projects across telecommunications operators



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5. Individual Exploitation Plans

5G-MEDIA partners are fully motivated by their own clear position concerning the perceived value in this collaboration within the project and have started developing Exploitation Plans concerning their part of results and the expected advantages from the work in the project.

Table 5 – Individual Exploitation Plans

Partner How/Individual Exploitation Plan Advantages

ENG Engineering Ingegneria Informatica (ENG) as Italy’s largest systems integration group and leader, provides a complete offering of IT services and consultancy to different market areas, including Security and Defence. The group invested about 10 million euro in the renovation of applicative products about security for bank systems, sanitary, media, cultural heritage and utilities environments.

As media service provider, the objective may be to use 5G Media outputs for creating new media services.

As cloud service provider, ENG aims to maximize the application of its infrastructure to define a vertical expertise on Media services, in order to position the company as preferred cloud providers for medium and large media companies.

ENG will contribute to 5G-MEDIA with specific tools to speed up development and operation stages.

The company will also extend monitoring services to support billing business models based on the VNFs usage and their effective impact on the NFVIs.

The company main goal is to create a competence centre to support research activities and to extend its cloud service strategic offering to the NFV domain.



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IBM The IBM team in the 5G-MEDIA project works with all relevant IBM stake holders from the onset. The IBM team in the 5G-MEDIA project directly contributes to Cloud Functions offering via both proprietary code and open source contributions to Apache OpenWhisk project. Throughout the 5G-MEDIA project, IBM is going to continue and strengthen this primary channel to exploitation, leveraging the foreground developed in 5G-MEDIA for its FaaS services.

Also 5G-MEDIA results can be used to explore new market opportunities for IBM in the area of NFV/SDN and establish new business relationships and partnerships leveraging unique FaaS based NFV assets and know how that will be developed in this project.

IBM’s primary objective in 5G-MEDIA project is to improve its strategic FaaS offering -- Cloud Functions (based on Apache OpenWhisk project). IBM aims at

Extending Cloud Functions to the edge; allowing seamless deployment and execution of functions both in the cloud and the edge in the context of the same FaaS programming model for different edge form factors and constraints

Improving Cloud Functions CI/CD tools

Facilitating media intensive and communication intensive functions to support new types of workloads, such as those being explored in 5G-MEDIA use cases. Presently, Cloud Functions are oriented towards data and event processing use cases

Improving Cloud Functions performance

Improving visibility of Cloud Functions through interesting and eye-catching use cases.

IBM will use experience gained in 5G-MEDIA use cases for identifying relevant contributions to Apache OpenWhisk and through that leveraging of the acquired know how into its FaaS offering, Cloud Functions.

Another set of relevant results that IBM expects to achieve in 5G-MEDIA relates to application of FaaS to NFV. In the 5G-MEDIA project IBM will develop an ETSI compatible FaaS VIM, first of its kind in the industry, to the best of our knowledge. The FaaS VIM will be powered by Apache OpenWhisk. Through this development IBM will evaluate feasibility and gain experience and know how regarding FaaS Virtual Network Functions (VNFs) that can be leveraged with stakeholders within IBM providing solutions for telecommunication industry.



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SILO SiLO as the leading software vendor in Greece wishes to become an early adopter of 5G technologies, by contributing in the development and testing of the 5G-MEDIA platform. Building on the know-how acquired during the project, the company aims to use the project results for extending its product portfolio to media industry.

In addition, the company as Cloud and IoT solutions provider aims to transfer the knowledge and results acquired in the project in other relevant sectors with particular focus in Smart Cities applications, where media processing can play a critical role in the future. By enhancing its products in improving QoS, the company aims to provide a suite of real-time services (e.g., monitoring, event detection) at large scale (regional and national level).

In addition, as the largest software vendor in Greece, SiLO aims to exploit the ecosystem of certified business partners nationwide, creating new business opportunities for smaller companies to create added-value services on top of the 5G-enabled platform.

SiLO will lead the implementation of the 5G-MEDIA platform and will focus on the development of the monitoring tools and the integration of the various SVP components (NFV MANO Service Orchestrator, Media Service MAPE, NFV/MANO Resource Orchestrator) relying on the OSM framework.

The company aims to gain know-how and align its research activities in the 5G-domain with the goal to provide innovative services exploiting 5G technologies in collaboration with telecom operators.

OTE OTE offers its customers a wide range of technologically advanced services such as high-speed data communications, mobile telephony, internet access, infrastructure provision, multimedia services, leased lines, maritime and satellite communications, telex and directories.

OTE, as the incumbent telecommunication provider in Greece offering a wide range of fixed and mobile products and solutions, is very interested in providing its wireless and virtualization lab infrastructure for implementing and testing new advanced services. Through its implementation and testing purposes, in addition OTE will pay attention also to integrated exploitation plan that will allow go beyond individual exploitation to a much wider adoption of platform and technological block developed within 5G-MEDIA.

The 5G-Media project is expected to contribute significantly to the reinforcement of the research activities in infrastructural architectures that will promote the functionality of advanced services including UHDvideo and on line gaming. By investigating the components of MAPE, OW, orchestrators and connectivity with other infrastructures, OTE will gain experience and understanding of the linkage by providing dynamically network resources for the increase of traffic requirements by high bandwidth applications.



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RTVE Corporation RTVE is the Public Spanish Broadcaster Company. It offers several Country based aired channels, La 1, La 2, 24 hours news among other, but also has a large Radio coverage Radio1, Radio Clásica, Radio3 Radio4, Radio 5 and Radio Exterior as the major Ones. Also, RTVE has presence around the world focusing Satellite specific coverage for Europe, North and South America as well as Asia. New Media as Internet news and contents is covered by “Interactivos” area.

In the spirit of going beyond, Corporation RTVE has the aim of exploit 5G-Media outcomings for producing outside broadcasting for their own production, influencing specially in live sports, Social events as well as cultural ones. This way, time deployment as well as exploitation costs will be reduced significantly. Finally, not only ephemeral deployment as above mentioned would take benefit of 5G-Media, Permanent facilities as regional stations will be affected by this new way of virtualization systems, permitting a quick enlargement of technical needs for covering special events as elections for instance.

The main advantages are:

Reduction of exploitation costs.

Capability of reaching events where before was impossible to consider due to budget restrictions.

Capability of attending more events simultaneously.

Less movement of equipment and HR per event. Therefore, the same amount of resources will attend more events.

Harmonization between classical broadcasting with new broadband services with no raising costs.

Customization of regional events due the advantages above described.

TID Telefonica I+D (TID) is the innovation company of the Telefonica Group. It contributes to the Group's competitiveness and modernity through technological innovation. To achieve this, the company applies new ideas, concepts and practices in addition to developing advanced products and services.

TID aim to build a value proposition over network slicing using programmable network and open platforms, with special focus on use cases of media distribution, immersive communication, VR games, distribution of UHD content over CND. We will integrate the results of 5G-MEDIA to improve our own innovations around the edge computing and make them more competitive and future proof, verifying the value to provide a network as a service with broadcaster and 3rd partners developers.



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IRT IRT is a research and development institute specialized in broadcast and multimedia technology. It is jointly owned by the Public Service Broadcasters of Germany, Austria and Switzerland (ARD, ZDF, DRadio, ORF and SRG/SSR). As a non-profit making SME, IRT is dedicated to technical research and development for the benefit of the public while also offering commercial services and products. IRT is already well connected to relevant stakeholders like broadcasters and media companies and we know our business environment very well.

IRT already collaborates with broadcasters on future smart and remote production encompassing cloud und virtualized technologies and systems. In the 5G-MEDIA project IRT will further complement and extend its expertise and know-how in media technology especially in the field of 5G which is a key-topic when strategically consulting and supporting broadcasters as well as 3rd parties. Through the new expertise gained in 5G-MEDIA, IRT plans to offer new consultancy services regarding the usage 5G technology for media companies and broadcasters. We also plan to exploit the project through our affiliates ARD, ZDF etc. but also through organisations like the European Broadcasting Union (EBU) which is an alliance of public service media organisations from 56 countries.

IRT also aims at developing virtualized solutions and applications/services for broadcasters and media companies either as products or as services to be marketed and commercialised by IRT. We will integrate the results of 5G-MEDIA to improve our own developments and make them more competitive and future proof.

In the software development sector IRT aims at identifying and engaging new stakeholders like developers and service providers to address new or niches markets. Through this we plan to expand service and charging options, enable a new breed of media applications and exploit new markets and value chains.

IRT aims at developing cost-efficient, scalable and flexible media solutions through the creation of media-specific services/virtual functions for (live and remote) media/broadcast production.

With the implementation of a Proof of Concept (PoC) we plan to realise end-to-end broadcast/media workflows using 5G technology on the basis of the 5G-MEDIA platform and its components. Through all 5G-MEDIA-related activities IRT will gain and increase its know-how and expertise in the field of 5G media production for further developments and consultancy services.



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NXW Nextworks will use the 5G-MEDIA foreground to evolve its core successful product lines in the smart home and smart building markets. One first step is to progress on the roadmap for developing customizable virtualized solutions for Symphony (http://www.nextworks.it/en/products/brands/symphony), the company’s “smart living” platform that offers a comprehensive management for Smart Buildings, Smart Homes (Villas) and Resorts (e.g. Media/entertainment, security, various sensors, automations etc.).

In particular, the company aims to achieve the knowledge for distributing the Symphony functionalities as virtual applications/functions in a seamless and infrastructure-agnostic manner (i.e. VNFs deployment as specified in the ETSI NFV MANO standards or/and functions/jobs as from the Function-as-a-Service paradigm).

Also, the 5G-MEDIA results can be used to open new market opportunities with media broadcasters and to establishing new business relationships, e.g. in the business of technical consultancy offering. Here, Nextworks has a consolidated position of technical project management and third-party software developer of NFV/SDN solutions. 5G-MEDIA can allow to extend the assets and know-how on models and interfaces for virtualised media functions, which can be used to target new potential customers in the media delivery value chain (i.e. both network operators and media providers).

Nextworks first objective in 5G-MEDIA is to prototype a virtual CDN solution to be used for end-to-end media service distribution. Key elements of the solution are the virtualized CDN functions for caching and traffic routing, as well as the media transcoding functions used to adapt the media contents to various types of devices (UHD screens, smartphones, tablets) and content quality standards (UHD, 4k, 4k HDR, 8k).

Another set of relevant results from the project is around the 5G-MEDIA Service Virtualization Platform (SVP) and its Function Catalogue and MANO components (NFVO, VNFM, VIM). Through the 5G-MEDIA SVP we intend to allow the network administrator moving the media contents across the vCDN domain caches/transcoders and placing them in proximity to the end-user.

The acquired knowledge on 5G infrastructures and NFV/SDN tools for their control will further strengthen the position of the Company in the telecommunication landscape, and impact on the existing product lines in M&E market.

http://www.nextworks.it/en/products/brands/symphony

http://www.nextworks.it/en/products/brands/symphony



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CERTH

CERTH-ITI is a non-profit research organization and as such it focuses on research and dissemination by publishing results in well-known and widely read international scientific journals, as well as by presentations in international scientific conferences, workshops and exhibitions. CERTH/ITI’s lab VCL goal is to continue to investigate and gain more expertise in the relevant technologies and get established as one of the world-wide experts/research centres in the field. However, contact with industry and the consequent opportunity to link the activities of Research Organisations with the ability of industry to observe and take advantage of opportunities for exploitation is also sought. VCL participates in research networks with assorted institutes and industrial partners in Greece and Europe and is monitoring commercial/business opportunities about these technologies, and given the promising field, has established a spin-off company, D-cube immersive solutions. One branch of D-cube’s activities relates to (tele-) immersive media, and as a result, VCL’s participation in 5G-MEDIA will expand its knowledge about the upcoming network technologies and allow the pursuance and planning of new business opportunities in the near future.

CERTH plans to implement an adaptive streaming solution for tele-immersive media. The innovation potential is very promising as these new types of media are now emerging, following the ongoing Virtual and Augmented Reality (VAR) revolution. Live streaming 3D media can be exploited across all manifestations of mixed reality applications, be it either VR or AR. To that end, by implementing those components required for on-the-fly adaptation (real-time 3D media transcoding) as VNFs, it will allow for the in-network deployment and orchestration of such services. Thus, CERTH will set off the grounds for the actual delivery of such technologies to the broader consumer public.

NETAS Netas is ready to provide applications i n both communication infrastructure and verticals thanks to its unique R&D experience that directly support the latest LTE-A standards. The 4.5G products have been developed at the Netas Kurtkoy R&F Center which is the only 4.5G laboratory of Turkey other than the operator. This prepared Netas to release also hardware and software solutions on 5G. Multimedia services and application development in 5G is one of the strategic investment area of Netas. Netas will benefit from 5G-MEDIA to improve the capabilities of its existing and in-development 5G infrastructure products, multimedia applications.

One of the results that Netas will expect to achieve in 5G-MEDIA Project is gaining experience on application and service development procedures on ETSI NFV compatible virtualization platforms. This will strengthen abilities of Netas to offer media related (or other) 5G network services to its customers. As being the leader of the service development kit work package, Netas also sees potential to offer design time tools or white-labeled products that can be configured according to the requirements of our customers on developing media applications.



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IINV InterInnov will use the outcomes of the 5G-MEDIA project to further strengthen its knowledge acquired in other on-going and up-coming projects as well as business activities related to Research and Innovation in 5G and more broadly in telecommunication networks and services. Our intent is to promote the use of the 5G MEDIA project results in other R&D programmes at European (e.g. H2020 or Celtic-Plus), national and local levels. Participating in 5G-MEDIA is an opportunity to contribute to the uptake of 5G technologies in Europe and also at international level, allowing us to take advantage of our contacts at international level and strengthening them. We are aiming at enlarging our activities to be even more involved in activities related to innovative SMEs in the 5G domain, via the NetWorld2020 SME Working Group and beyond. And finally, we are also aiming at supporting new business activities related to 5G and innovation, as 5G-MEDIA will allow us to expand our range of services towards other customers and partners in Europe and beyond.

InterInnov aims to expand our portfolio of partners associated to the 5G ecosystem, both technology/ solution providers and consumers, to reinforce our position as reference community builders within the 5G PPP.

On top of that, getting involved in such a cutting-edge media-focused project allows the company to strengthen the bonds with other initiatives like Networld2020 and the New European Media (NEM) Initiative.

BIT

BitTubes occupies a unique position in the marketplace with a long history of utilizing cutting edge technology in the service of storytelling. As an expert in interactive 360° video solutions, the company provides technical expertise in particular on media-specific tools and technologies. Based on its background, BitTubes will promote the 5G-MEDIA project results both internally and to external partners concerned with content partnering, creation and distribution in order to be able to offer new types of services to its customers and partners.

In addition, the company aims to exploit the obtained knowledge of the 5G-MEDIA results, particularly those of its technical achievements such as the Application Development SDK or the media-specific virtual functions, to further strengthen client engagement, refinement of the own products and business strategy.

One of the key aspects for BitTubes is the development of media-specific virtual network functions based on serverless architectures (FaaS), especially in the context of 5G, to integrate the results into their own applications and services to make them even more competitive and future-proof.

In terms of corporate business strategy, the Application Development SDK is another key achievement of the 5G-MEDIA project, providing enterprise application developers with new ways to easily create, manage and monitor the most demanding media-specific applications and services without considering the underlying infrastructure. In this regard white-label application development of media-specific applications and services is to be considered.

Both aspects require a fundamental understanding of the underlying 5G infrastructure that drives new technologies, applications and services in times of digital transformation.



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UCL

The success of 5G-MEDIA, coupled with effective information dissemination will contribute to further enhancing the profile and reputation of UCL as a leading-edge academic and research institution. It is through the participation in applied research projects such as this one that UCL builds its profile of research expertise. An enhanced research reputation will contribute to increasing student applications and funding opportunities from Industry and Government bodies.

UCL plans to use the 5G-MEDIA architecture, approaches, methodologies, algorithms, protocols and open software results for advanced, specialised courses given to graduate students and to industry. In addition, the software tools and the experimental platforms developed by the project will be used to support teaching activities and industrial consultancy work.

UCL is one of the main contributors to the design and development of the project’s MAPE components and is leading the development of the Cognitive Network Optimiser. The application of machine learning algorithms to the optimisation of the deployment and operations of media applications is providing a plug-and-play environment for experimenting with a variety of machine learning algorithms for the control and orchestration of distributed virtual functions in 5G networks. The software developed in 5G-MEDIA will be used as a research project testbed for undergraduate, graduate and research students at UCL.

UPM

As the biggest technological University in Spain, the exploitation plan of UPM for research projects is clearly the future exploitation of the knowledge and industrial propriety not only by means of scientific publications and re-using of knowledge in education (which is not an ancillary exploitation) but also by means of the technology transference to the big industry and SMEs, specially to the UPM associated spin-off companies (based mainly in the UPM science and technology park hosting more than 50 spin-off companies).

Especially UPM will reinforce with the developments in 5G-MEDIA the media products on virtualized production, also developed in 5G-Crosshaul, of the UPM spin-off Visiona-IP (delivering 5G SDN/NFV systems to monitor the status of resources in media platforms).

UPM activities will also be linked with the exploitation with big companies as Telefonica, with which UPM signed a JRU covering Future Internet smart cities research and innovation.

Technology is planned to be licensed at the end of the project, besides providing consultancy to companies and public sector, interested our developments in the project abovementioned.

Moreover, UPM aims to develop some media related virtual functions on the scope of the project for live broadcasting production.

The final objective is to gain knowledge and experience to improve UPM research and work on 5G based media technologies.



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6. Conclusions

According to the preliminary recommendations proposed by the Consortium partners towards the exploitation of the 5G-MEDIA project results, it has been come up with the formulation and elaboration of the initial market analysis and exploitation plans.

Since the project is at an early stage of its life, the main objective is to increase the involvement of partners in the search for effective solutions to define the final business model. Each partner will be increasingly involved in identifying the optimal results expected and their commercial exploitation plan, in order to contribute to the achievement of a sustainable business model. The update of the approach adopted will be verifiable in the next edition of the exploitation report, D7.5 - 5G-MEDIA Report on Impact and Exploitation (version 1) (M15).

The results obtained in this initial market analysis and exploitation plan will constitute the basics for further studies and analysis, and then updated according to market evolvement during the life of the project.

Starting from this document, all partners will provide their specific and updated marketing plan related to the exploitable project result.

In the deliverable D7.7- 5G-MEDIA Report on Impact and Exploitation (version 2) (M30) the final business model will be elaborated.



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7. References

[PwC2017_2021] Perspective from the Global Entertainment and Media Outlook 2017- 2021. https://goo.gl/QHmbgB

[StatistaOutlook] https://www.statista.com/outlook/200/100/digital-media/worldwide

[Osterwalder2010] Osterwalder, Alexander, Yves Pigneur, Tim Clark, and Alan Smith. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers., 2010. Print

[Ericsson2017] 5G Readiness on the Rise. https://goo.gl/iYCZgb

[Ericsson2018] “Towards a 5G consumer future”, https://goo.gl/wrvWvz

[PwC2016_2020] Global Entertainment & Media Outlook 2016-2020. https://goo.gl/wZW4hs

[Cisco2017] Cisco Visual Networking Index. https://goo.gl/G8yHKK

[Cisco2016] VNI Complete Forecast Highlights. https://goo.gl/yyLXYC

[IDC2017] Worldwide Semiannual Augmented and Virtual Reality Spending Guide, IDC. https://goo.gl/fPFdsm

[Gartner2017] Gartner Top 10 Strategic Technology Trends for 2018. https://goo.gl/XBV7sg

[Mason2016] Software Controlled Networking: Worldwide Forecast 2016- 2020. Analysys Mason, 2016

[EC_IoT] Europe's IoT Policy. https://goo.gl/Pb7NEZ

[GMT2017] Global Mobile Trends 2017. https://goo.gl/TDdpJ4

[Deloitte2015] Digital Media: Rise of On Demand Content. Deloitte, 2015. https://goo.gl/IBri5h

https://goo.gl/QHmbgB

https://www.statista.com/outlook/200/100/digital-media/worldwide

https://goo.gl/iYCZgb

https://goo.gl/wrvWvz

https://goo.gl/wZW4hs

https://goo.gl/G8yHKK

https://goo.gl/yyLXYC

https://goo.gl/fPFdsm

https://goo.gl/XBV7sg

https://goo.gl/Pb7NEZ

https://goo.gl/TDdpJ4

https://goo.gl/IBri5h

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