Before beginning the article it is necessary to clarify the title. Traditionally, the term “Broadcasting” referred to distribution of radio or video signals, essentially through radio and television stations. The author uses the term “ITcasting” for all companies that distribute contents within the IT field (Information Technology); in other words, any company that uses information technology to distribute contents, including radio and television stations, content producing companies, traditional telephone operators, mobile telephone companies, any company that distributes its contents through the Internet, and even contents generated by the user (UGC, User Generated Content).

1. telco
A magazine for the telecommunications sector
06 > Vodafone Czech talks about Enterprise Convergent
Services
09 > Fiber to the Home: the gate to broadband
12 > The Convergent Service layer is the future
19 > From Broadcasting to ITcasting
24 > IMS business models
autumn 08

2. telco autumn 08
A magazine for the telecommunications sector
editor
Silvia Glas
art and production
Ludmila Brestovanska
Beatriz García
Raquel Mesa
contributors
Christopher Dulya
Ricardo López
Miguel Ángel Morcuende
Susana Sanjurjo
guest contributor
Thérèse Cory
subscriptions:
http://www.es.atosorigin.com/contactar/telcoiberia.htm
All rights reserved. The brands and product names
in this publication are trademarks of their respective
owners. The information contained in this
publication is summary in nature and subject to
change without notice. This publication cannot be
reprinted in whole or in part without express, written
permission from Atos Origin.

3. FROM “BROADCASTING”
TO “ITCASTING”
Before beginning the article
it is necessary to clarify the
title. Traditionally, the term
“broadcasting” referred to
distribution of radio or video
signals, essentially through
radio and television stations.
The author uses the term
“ITcasting” for all companies
that distribute contents within
the IT field (Information
Technology); in other words,
any company that uses
information technology to
distribute contents, including
radio and television stations,
content producing
companies, traditional
telephone operators, mobile
telephone companies, any
company that distributes its
contents through the Internet,
and even contents
generated by the user (UGC,
User Generated Content).
So, the title is making reference to the
convergence that the traditional broadcasting
sector is making towards the IT world. This was
confirmed in the last meeting of the broadcasting
sector, called NAB show, held in Las Vegas in
April (www.nabshow.com). The NAB Show is the
flagship event of the sector, which brought together
105,259 people from 163 different countries
with 1,296 official news media attendees.
Now that we have explained the title we can
continue with the article. Approximately one
year ago, Atos Origin Iberia decided to create
the “New Media and Entertainment Division” in
its aim to focus on the Telecom and Media
markets. The objective was twofold, on the one
hand it would enable a unification of synergies
from both sectors and on the other hand it
would convert Atos Origin into a key player in
the markets whose central link is video
knowledge or the field of communication. The
penetration of this video technology is undeniable
today, especially since the introduction of You
Tube, a platform that manages around 100
million videos per day with around 40 million
pages visited and which supports approximately
10-15% of total Internet traffic.
The aim of this venture is to offer the services of
Atos Origin to any company with a technological
or contents need which involves multimedia
related aspects. In short, to give continuity to
the model of the IT Partner of the Olympic
Games, of which Atos Origin has been a
technological partner since 1992, with all
multimedia related aspects, while ensuring that
our response takes the form of an integral
service, unifying the areas of content and
technology.
In order to carry out this process, the “New
Media and Entertainment” division is developing
projects for clients that cover diverse areas of
activity. These areas are as follows:
1. Content delivery, IPTV (Internet Protocol
TeleVision) and Web 2.0
2. Management of multi-channel interactive
contents oriented to the field of digital media.
3. Specific historical archive for the multimedia
field (Media Archive), professional services
for High Definition (HD) and Digital Terrestrial
Television (DTT)
4. Search Engines and digital surveillance
services
5. Technology oriented towards sport
6. Audience analysis and services for mobile
platforms
A descriptive table of the different areas can be
seen in next page.
19
Miguel Ángel Morcuende. New Media Business Development Director miguel.morcuende@atosorigin.com

4. The final objective is to provide solutions to any
company in any country, with the aim of unifying
them, being aware that we are faced with an
incipient and emerging market, namely Digital
Media. We must remember that the Atos Origin
group currently has a presence in 40 countries
(http://www.atosorigin.com/en-us/About_Us/
Locations/default.htm). As one of our corporate
values is “customer dedication” and as we are
a consulting, outsourcing and systems integration
company, we have the obligation of sharing all
of the knowledge potential of the sector with
the client, so that the projects are successful
for both the client and Atos Origin. In this way,
we have signed strategic alliances with 20
partners and we work in the fields of New Media
and Entertainment with another 40 partners
specifically for the above-mentioned areas. In
short, we strive to share the concerns of our
clients within a sector which is changing by the
day and in which systems integration has
become essential as confirmed at the “AdForum
Worldwide Summit”, held in New York,
September 2007, where Esther Lee, CEO of
Euro RSCG in the US and ex global creative
director of Coca Cola said: “Integration is an
obligation not an option”.
On the other hand, with the objective of carrying
out the maximum number of projects possible,
we have several specialist centres in Spain,
located in function with the activities they
develop, which include: experts in J2EE;
Microsoft technology (Silverlight); Adobe
technology (Flash and Flex); experts in streaming
processes and content distribution networks;
work teams to provide accessibility and usability
for web projects; multi-disciplinary teams in
Web 2.0, several teams engaged in content
management, digital asset management and
media asset management, specialists in storage
technology and historical archive, teams based
on digital boardings and visual intelligence, we
provide a wide range of interactive applications
for DTT, we have an ad hoc team engaged in
everything related to digital surveillance and
manager security services, specialists in
technology applied to the world of sport with
work areas engaged in improving the training
systems of different sports, technologies
implemented in high performance centres, and
lastly specialists in audience measurement
systems and mobility services.

5. 21
> CONTENT DISTRIBUTION
> IPTV
> Web 2.0
Content Distribution Network (CDN)
Peer to Peer (P2P)
Live video streaming (live)
Video on Demand streaming (VoD)
Pay per use
Content protection / DRM
Geolocation
Netstorage
User generated content (UGC)
Accessibility / Usability
Blogs / RSS / Wikis
Web analysis
> MANAGEMENT OF MULTI-CHANNEL
INTERACTIVE CONTENTS
Management of multi-channel contents
Contents Management Systems (CMS)
Web Content Management (WCM)
Enterprise Content Management (ECM)
Digital Asset Management (DAM)
Media Asset Management (MAM)
Developments for media centres
> HISTORICAL ARCHIVE
> PROFESSIONAL SERVICES FOR
BROADCASTERS
Hierarchical Storage Management (HSM)
Web archive
Storage (NAS, SAN, CAS…)
Multimedia storage
Digital news reports
Broadcast systems integrations
Digital hoardings
Visual intelligence
Digital Terrestrial TV (DTT)
> SEARCH ENGINES
> DIGITAL SURVEILLANCE
Web search engines
Business search engines
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
Data mashups
Intelligent search engines
Internal and external audit
External intrusion test
Anti-fraud service
Prevention services
Managed Security Services (MSS)
> TECHNOLOGY APPLIED TO SPORT
Scouting
Sports coaching
High performance training systems
Training systems (video)
Physical effort measurement systems
Volunteers
Hospitality services
Access control
Ticketing
Sporting infrastructures
> AUDIENCE MEASUREMENT
> MOBILE PLATFORMS
Audience measurement
Visual audience measurement
SMS/MMS platforms
Distribution of video in mobile phones
Social network applications
3G video gateways
Advertising
Games
Video platforms (upload)
Another of our strengths is the capacity to
transmit our knowledge, which is why we actively
participate as speakers in the majority of forums
of reference in the sector, and sometimes
Atos Origin holds specific and monographic
workshops exclusively for our clients. An example
of this is the “Search Engines” workshop held
for the first time on 26th September 2007 with
a second edition being held in September 2008.
We also prepare specific “business breakfasts”
which focus on a particular issue which either
concerns the sector or which Atos Origin has
detected as an emerging technology. We do this
in Madrid in a Business and Innovation Centre
which is equipped with all the latest technology,
in a work environment which is unequalled in
terms of multimedia capacity and facilities and
comfort for the users. All of this enables us to
transmit exclusively to our clients, both market
trends and our experience acquired in projects.
The final objective of all of this is to assist our
clients in their decision-making throughout the
life of the project, actively participating in the
process from its conception to its final
implementation.
The New Media and Entertainment Division
works very closely with the Atos Research &

6. Innovation Division, which is engaged in research
projects financed by European Union funds. This
division is made up of two hundred professionals
from the R&D field, and by collaborating with
them and drawing from their experience, the
projects become a prolongation of client projects.
An example is the “Live Project” (http://www.ist-live.
org/) which seeks to improve the lineal
approach of TV broadcasting of live sporting
events, using digital technology and content
formats which enable viewers to shape their
own interactive and personal viewing experience,
radically changing the way sporting events are
viewed. This project began in 2006 and will end
with a pilot test during the 2008 Olympic Games
in Beijing.
One of the areas which should receive special
attention over the coming months is that of Web
2.0 technology. This includes everything to do
with Web TV, User Generated Contents (UGC),
distribution of contents in networks Peer to Peer
(P2P), etc. While on the subject of P2P, this
technology is gaining in popularity due to the
broadband saving achieved when using
distribution techniques called Gridcasting. The
reason why Web 2.0 is a special area can be
divided into two arguments. On the one hand,
it is due to market demand, and on the other
hand, due to the data which we have available.
An example lies in the leading Internet
companies, such as Google, Yahoo! And
Mircrosoft which purchased eighty-five Web 2.0
startup companies between 2001 and 2006
(“Web 2.0”, Antonio Fumero and Genís Roca,
published by Fundación Orange, authors).
Another important factor lies in the context of
the user generated contents, which is illustrated
by the statistics referring to the visits made to
the pages of You Tube, Blogger, Myspace and
Flicker, which have experienced a growth of
668% in the last 2 years. And lastly, it should
be pointed out that risk capital companies
invested 650 million euros in Web 2.0 in 2007
(according to el www.pais.com ).
Another relevant aspect for the forthcoming
months lies in the context of mass storage,
interactive services for DTT and the evolution
of High Definition (HD) Systems. The argument
is clear, with the increasing number of DTT
channels, with the introduction of new high
definition channels in Spain and with the
significant increase of user generated contents,
there is an increasing need for a mass storage
strategy. Some of the media reports in relation

7. to this issue include: according to IDC “the
contents market represents 8% of European
GDP”; “the online contents market will triple in
2008”, according to Silicon News: “Spain is the
third European country in terms of Web 2.0
users and has invested 4,500 million euros in
the Information Society”. It is clear that contents
have to be in a digital format, but it is also
necessary for them to be available immediately,
so that any company may carry out an agile
exchange of contents, while including certain
business rules. As the future lies in the digital
exchange of contents, those companies which
have not addressed this process will be obliged
to do so if they want to survive in this digital
ecosystem, whose nature will be the exchange
of contents as indicated in the title of the article,
”ITcasting”, referring to the mass distribution
of contents through any media and any channel,
using the IT technology available at a given
time. Therefore, one of the key factors of any
system will be the storage of digital assets for
their exchange, sale or distribution.
We could even claim that an excellent digital
asset management will provide a differential
value for the company in question. But the way
of communicating with the final user will also
be a key factor in a company’s brand strategy,
irrespective of its professional area. In view of
the above, having a well-defined strategy in
digital asset management will be fundamental
in the indexing, searching and recovery of data.
However, for this strategy to be successful, it is
necessary to clearly define the asset storage
methodology in order to ensure the immediate
availability of the data, applying the appropriate
business rules for each asset and allowing their
distribution through any media and any channel.
The result is clear: reaching final clients in the
shortest period of time possible. All of this will
be viable if the storage of the contents enables
high availability and the distribution of the
contents is optimised for multichannelling.
Lastly, at Atos Origin we wish to assist all those
companies which are undertaking
communication projects based on video. Our
goal is to provide a clear vision of where market
trends are going, what the best individual
solutions are for each company, and we believe
that we speak a language that companies wish
to hear at all times and for all projects. This
language coincides with one of our corporate
values “our objective: excellence in a team”. In
short, “a hunger for knowledge, professional
ambition and an entrepreneurial spirit are the
engines of our innovation in a flexible
environment with collaboration, communication
and transparency, allowing the creation of value
for our clients”.
All of the companies in the sector seek an IT
integrator of reference which understands and
speaks the language of video, broadcasting,
communication, business profitability,
methodology… while also speaking the IT
language. In other words, one which understands
the control and management of projects,
methodology, management of change,
innovation, software development centres… At
Atos Origin we feel proud of being able to assist
our clients in achieving their success and
business goals. Q
23
“The online contents
market will triple in
2008”, according to
Silicon News: “Spain is
the third European
country in terms of
Web 2.0 users and has
invested 4,500 million
euros in the Information
Society”

8. Content Management
Congress
Madrid, May 8- 9
Atos Origin sponsored this event organized by
IDC and led a session developed around its
expertise as a global technology provider for
the Olympic Games and also reflected on the
implementation of solutions within the Content
Management arena.
Atos Origin offers a broad portfolio of solutions
ranging from traditional Content Management
to Digital Asset Management, through Web
Content Manegement and Enterprise Content
Management. Atos Origin’s session focused on
its Digital Asset Management solution, the one
with more promising development prospects in
coming years, according to recent market
research.
Next Generation TV
Madrid, May 7-8
On May 7th and 8th the Next Generation TV
event took place, organized by IIR and sponsored
by Atos Origin. During the last day of the event,
our New Media division had the chance to
present its expertise and offerings to the industry.
We talked about ‘’ITcasting’’, the term used to
define companies related to content broadcasting
within the IT arena.
MVNO Executive Forum 2008
Barcelona, May 7-9
This time, Atos Origin presented, before an
international professional audience, its
experience regarding critical factors for the
launch of new MVNOs through the success
story developed around the successful launch
of Asturias’ virtual operator, Telecable.
30
Launch of the Atos Origin Next Generation
Network Services website pages
The Atos Origin Next Generation Network
Services (NGN services) website is now
available and presents information on the
NGIN services developed and carried out
at our Expertise Center in Madrid, Spain.
Atos Origin NGIN solutions enable telecom
operators to become total communications
providers, offering convergent voice and
data services to mobile, fixed, and IP
devices for enterprise and residential
markets.
The site describes our services portfolio
that include Virtual Private Networks (VPNs),
Wireless Office, VoIP/DSL, Soft phone
Communicator, Home Zone, Free Divert,
convergent prepaid and post-paid billing
among others.
Please find us at:
http://ngin.es.atosorigin.com
For more information contact us at :
es-webngin@atosorigin.com
iTV: Interactive Television –
Project Live (Beijing 2008)
Madrid, Atos Origin Business & Innovation
Centre, July 2
Atos Origin got together its New Media
customers to introduce its research project LIVE,
aimed at developing new production methods.
This innovative project is supported by recent
intelligent tools that will facilitate the
transformation of the broadcasting of large live
events such as the Beijing 2008 Olympics.
These new production methods will use multiple
video streams during live events that will enhance
the capability to react to viewers’ preferences,
thus having a huge impact on production during
the broadcasting of live events.
Likewise, and together with our partners, we
introduced our latest offer in Multichannel
Interactive content Management, Mobile
Interactive Solutions, Global Audiovisual Archiving
Services (Outsourcing) and Video Transfer
Optimization services.

9. Albarracín, 25 _ 28037 Madrid
Atos Origin is the official TOP Sponsor and
Worldwide IT Partner of the International Olympic
Committee (IOC), for all Summer and Winter
Olympic Games from 2002 to 2012.
www.atosorigin.com
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. November 2008.