Development of Media Industry and Service Platform Evolution
Suhwan Kim
Team Lead/Convergence Service Dept., Altimedia Corp.
In the recent media industry environment, the boundaries with IT are breaking down, and amid rapid and diverse technology changes, users are enjoying services that suit themselves by the preferences among TVs, mobile phones, and tablets, etc. To respond to these changes and provide differentiated personalization services, it is essential to secure an understanding of customer demands along with the key capabilities such as advanced user experience and service platform development. In addition to the base technology, the use of the latest IT technologies such as big data, artificial intelligence, and automated service processing are prerequisites.
The core of the platform strategy presented by IBM expert group is to not only actively utilize the 4th industrial revolution technology, but also provide more differentiated ways of experience, data, hardware, and services from the consumers’ perspective. The service will now be combined with voice, IoT, device, etc., and be part of lifestyle by transforming in diverse forms such as multimedia, device control, virtual reality, and leisure activities.
The base platform providing such services must be able to collect, manage, and securely transmit the data needed to support the growing variety of services. This base platform is collectively referred to as a Service Delivery Platform(SDP) and consists of many unit solutions such as recommendation, search, advertising, and event.
The service platform is evolving along with the latest trends in IT technology and service in each unit system, and the changes of elements are as follows:
• Identify individual customer's demands and provide personalized service
The service provides a compilation of information based on the preferred genre or channel depending on the user's behavior and provides services that allow users to easily access the desired content with a simple interaction. In the existing multi-level menu structure, users do not need the remote control to search the title of the desired content. The contents or genre are found, sorted, searched directly by voice input.
[Technical Elements] AI, Big Data
• User interface change according to voice recognition technologies
With the development of device technology, input/output devices such as voice recognition and simulation are also changing, and voice recognition using AI is already being used by many operators. Through voice recognition using a remote controller or AI, users can navigate the menu, search content, and even receive the results by voice
[Technical Elements] Speech to text, Text to Speech
• Automatic content management
The system analyzes the user's large amount of data collected in real-time and automatically provides personalized compilation information by using personal information and usage information such as recommendations, popularity, etc. Depending on the customer's disposition, menus can be organized to the taste, may also use the basic structure provided as individuals or groups.
[Technical Elements] AI, Big Data
• Comprehensive monitoring, control, and pretreatment
The status of the entire system and service operation such as network, service usage, viewing rate, and errors are monitored in real-time. The system proactively detects and prevents system abnormalities such as network overflow, system failures, and data errors by using pretreatment algorithms.
[Technical Elements] AI, Big Data, Security, Simulation
• Automatic response
Services can be automatically offered in response to the customer's taste or behavior and if necessary, the system can automatically process customer response utilizing artificial intelligence to offer user guide, provisioning, and self-troubleshooting.
[Technical Elements] AI, Remote Control
• User data analysis
Real-time purchase or viewing information collected from users is analyzed using Big Data technology, and the information is reprocessed according to the purpose, such as popularity and recommendation by the individual or customer group.
[Technical Elements] Big Data, AI
As On-demand User Experience becomes more common and multi-device-based OTT service expands, the need for personalized services is expected to continue to rise. Service providers need to make efforts to continuously strengthen their service competitiveness by securing platform solutions that incorporate new technologies along with setting the direction for future services.
