CLN-T355 PC-TV Tuner Technology Directions

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Chris Matichuk Program Manager Microsoft Corporation, eHome * Portions of the content provided by In-Stat, http://www.in-stat.com Multimedia PC users take for granted that TV just works Consumers with a TV Tuner Are 5 times more likely to use Media Center daily * Have 2 times more multimedia content * * Compared to the average Windows with Media Center PC buyer (Microsoft, U.S. data, July 2006) Tuner Half of the U.S. consumers who do not get a TV tuner with their PC express interest after hearing the feature description (Microsoft, U.S. data, July 2006) PC is accepted as a viable TV platform
All free to air broadcast formats supported
Driver quality, reliability, and availability Semiconductor integration
Low cost per feature Windows with Media Center proliferation
PC OEM advertising
System logo Mainstream TV tuners will generate increased opportunities Multiple tuners
Hardware encode
Advanced codecs H.264, VC1 Transcode Placeshifting
HD-DVD/ Blue-Ray burning Premium content Cable, Satellite Conditional access descrambling
Digital rights management Semi Chips and Interfaces Reference Designs Driver Maintenance IHV Software Hardware IHV Hardware ODM Build and Sell Tuner Solution CM Build Tuner PC OEMs Retail Channels CM Build Tuner Semi = Semiconductor Manufacturer
ODM = Original Development Manufacturer
CM = Contract Manufacturer Moving PC-TV Tuners into the Mainstream * The following slides were provided by Gerry Kaufhold, Principal Analyst at In-Stat http://www.in-stat.com Hardware Semiconductors
Reference Designs
PCs with Tuners
Broadcasters offering special services Software Operating System
Device Drivers
Applications
Maintenance and Updates PC-TV only viewed as a hobby, with some user assembly required
Countries rolling out Digital Terrestrial TV (DTT) services with unique features
Need for multiple PC-TV Tuners in each PC to support users expectations
Programming guides need to be more automated People like their PCs, and like to customize their TV Viewing experience
People with PC-TV Tuners regularly use more rich media, they are the hot market
PC-TV Tuners are being integrated into smaller footprints, prices coming down
The mobile segment is taking off
Place shifting seems like a natural extension for Broadband PCs Europe Largest market, driven by Free-to-Air (FTA) Terrestrial and Satellite TV services
Laptop and Mobile computing segments showing strong growth
Europeans ride public transportation, giving them time to view rich media on their portable laptops and other devices
Digital Terrestrial TV also driving growth Asia Digital Terrestrial still getting its legs-DTT to take off in late 2009
Japan rapidly transitioning from NTSC to ISDB
China market exploding for analog tuners
Small living quarters encourage using a PC for the family entertainment center
Mobile segment is taking off North America U.S. ATSC Digital Terrestrial not popular
Cable TV MSOs moving slowly with Clear QAM and Digital Cable Ready (DCR)
Not much Free-to-Air satellite service
Pay-TV services provide PVR STBs
Satellite TV may lead the way with Broadband PCs that include tuners
Intel Viiv and AMD Live promoting Tuners Units Regional Shipments of PC-TV Tuners 2007 2008 2009 2010 2011 North America Europe Asia Row Worldwide (Thousands) 49,700 Source: In-Stat 03/07 U.S. Dollars Regional Value of PC-TV Tuners 2007 2008 2009 2010 2011 North America Europe Asia Row Worldwide (U.S.$ Millions) $3,298.9 Source: In-Stat 03/07 PC-TV Tuners need to bridge the gap from hobby products to mainstream Digital Terrestrial TV and Free-to-Air Satellite will be key technologies that need support
Mobile reception adds new opportunities
Country-specific solutions will arise Combo PC-TV Tuners are coming Support for multiple video streams
Support for DTT, analog, and broadband
Broadband PCs can support interactivity
Drivers for all this still need to be managed Interactive Program Guides (IPGs) on the PC provide improved search capabilities for upcoming TV shows, and for content stored on the PC
IPGs can access up-to-the-minute web Content that enhance users experiences
Broadband-connected PCs with PC-TV Tuners can provide interactivity-Imagine pausing a TV show and watching a Honda ad from the Internet
Huge opportunities will arise PC-TV Tuners provide access to great TV Content from many sources
Broadband PCs bring in the Internet Provide greatly enhanced search for IPGs
Provide access to Internet video
Permit sharing of video and social networking The Future of TV may come from PC-TV Tuners on Broadband PCs Nexus: n, Tie, Link, Connection PC-TV Tuner Ecosystem must adopt in box drivers to provide the best support
Semiconductor manufacturers need to lead the technology to drive standardization and ramp up volumes
PC-TV Tuner products need to be as standardized as printers, DVD ROMs, video cards, and disk drives Microsoft Vista sets the stage
Windows Update fulfills the promise In-Stat contacts: Gerry Kaufhold, Chris Kissel, http://www.in-stat.com Gkaufhold @ reedbusiness.com Ckissel @ reedbusiness.com Chris Matichuk Program Manager Microsoft Corporation, eHome In-Stat (2007) forecasts 22.3M tuners in 2007 growing to 49.7M in 2010
Is there opportunity for higher growth? Consider that the Total Available Market will reach several hundred million units by 2010/2011 Whats The Tipping Point? * Product and price improvements?
Promotion improvements? Can we learn from high attach rate geographies? In 2005 timeframe, the tuner attach rate in Japan was ~90% consumer desktops with tier 1 OEMs * See The Tipping Point, by Malcolm Gladwell, Back Bay Books Most U.S. consumers are unaware of TV tuner options at the time of purchase
Half of the U.S. consumers who did not get a TV tuner with their system express interest after hearing the feature description (Microsoft, U.S. data, July 2006) Promoting PC-TV features in retail will increase TV tuner attach rate and drive higher multimedia usage Integration will result in single chip hybrid tuners Would a sub-$10 BOM for a WW analog/digital, free to air, single chip, low power tuner lead to mass adoption? Added value differentiators will include transcoding, hardware encode, dual and quad tuners, advanced codecs, premium content, conditional access, and digital rights management Analog Hybrid Hybrid Product TV just works
Broadcast formats DVB-S2, ATSC-M/H, QAM, DMB, DVB-H Premium ISDB, Cable, Satellite Categories Transcoding
Networked
Mobile Reliability, distribution Improved reference drivers
Inbox drivers
Windows Update Price Semiconductor integration
More features at the same price
Lower cost form factors
Analog software encode
Integrated IR Motherboard
Tuner Promotion Point of sale consumer education, flashy TV demos
Promote aftermarket tuner upgrades
TV tuner as a standard feature on multimedia systems
Tuner logo
System logo Drive PC-TV tuner adoption Ship PC-TV as standard with every multimedia PC
Actively market PC-TV features in retail outlets
Invest in new TV Tuner formats and categories that will continue to expand the business Continue to improve the end user experience by ensuring the most reliable drivers are available Promote tuners supported by Inbox Drivers
Require the most recent approved/tested driver on Windows Update Microsoft Contact: Chris Matichuk http://www.microsoft.com/whdc/device/stream/AVstream.mspx
http://winqual.microsoft.com/HCL/ProductList.aspx?cid=111
http://www.microsoft.com/windowsxp/mediacenter/partners
http://www.microsoft.com/windowsxp/expertzone/communities/ mediacenter.mspx In-Stat Contacts: Gerry Kaufhold
Chris Kissel http://www.in-stat.com
http://www.in-stat.com/catalog/mmcatalogue.asp?id=212 (content) http://www.in-stat.com/catalog/mmcatalogue.asp?id=162 (equipment) http://www.instat.com/descriptions/semiconductor.asp (research) wintvdev @ microsoft.com Gkaufhold @ reedbusiness.com Ckissel @ reedbusiness.com Whats your feedback

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