The Gaming Industry Coup: A Revolution

When I was born, the face of the gaming industry was ATARI. Games like Pacman and Galaxy were instant sensations. Growing up as a kid I remember buying my first gaming console. Mario, Street Fighter and Mortal Combat were trending games among kids. The latter two mostly involved two fighters beating each other to pulp until one of the two was knocked out. A player could rip off the head along with the skeleton which my mother thought was really disturbing and she was worried it might have a negative effect. Understandable on her part, their generation grew up with board games! Howsoever funny it may sound in context with today’s times, but this issue was even taken up by US courts and a regulatory body (ESRB) was formed which decided the age group for the audience of video games. But since then the gaming industry has come a long way. As the resistance to gaming started fading away, the number of game developers also started growing and gradually gaming industry became a major part of the entertainment industry.

Dependent completely on technology, developers were banking upon ideas and innovation which is clearly visible in the beautiful SEGA games that were developed with the limited resources developers had, and hence I prefer to call myself a SEGA kid. Gradually, marketers spotted opportunities in this industry and funds started flowing in and hence a lot of talented game developers and freelancers. Gradually consoles started getting better and the transition of console gaming to PC gaming happened simultaneously. Sony’s PlayStation (PS) and Nintendo took the gaming experience to newer levels. Today, a 5 year old handles a cell phone which can offer a gaming experience far richer and complex than one could have ever imagined in the 1990s. From a business point of view, the industry is full of opportunities to earn a lot of capital. Some programmers even live off pity cash while working on creative and innovative games that they hope will fetch them a handsome amount. Gaming today has become an effective form of story-telling and education, and business organisations realize this with even digital service providers like Tata Sky using Educational games to lure customers. Furthermore, with new technology elements helping to bring to life more virtual reality forms, the gaming experience has started to become more intense and addictive with a promise of roping in even more customers, and the ease of access of programming tools for programmers and feature rich devices for consumers, acts as a catalyst in this scenario. 

From the game of Checkers that my parents used to play to the 2D Checkers that I used to play on my SEGA to the 3D Checkers my niece plays on her dad’s iPad, the concept from a marketer’s point of view is the same – to sell entertainment. And clearly, marketers in this field of technology need to identify their audience as no matter which generation, not everyone loves Checkers as a game. Wise to remember, ‘what is tech for some, maybe yuck for others.’ I guess that is the prime reason we have genres, different people liking different kind of stuff. My mother hates gaming to the extent to which I love it. Generation gap, cultural gap, thinking differences and what not, all contribute to the formation of new streams of technology. It is exciting to think what kind of technologies (not only gaming) future has in store for us. Just thinking of theories which say humans are nothing more than characters in an infinitely graphic-rich computer simulation gives me goosebumps. Now, whether such a technology makes a person lazy as some say, or intelligent as I say, one can’t deny that it has become an essential part of our life, and we are addicted and somewhat dependent upon it. Or as Kelly Clarkson would say ‘What doesn’t kill you makes you stronger’, right?!

ARAAF AFZAL

Marketing and Finance (Batch of 2016) 

SITM

RURAL TELECOM (INDIA) - mHEALTH AND mEDUCATION

Out of the eight Millennium Development Goals, adopted by 189 nations, four are focused towards Health and Education. This reinforces the fact that health and education are the driving force in development of any nation and if issues in these areas are not addressed, they become hindrance in the economic development. India can be broadly divided into two segments, developing and underdeveloped. As per the census of 2011, 72.2 percent of Indian population resides in rural areas forming a large chunk of underdeveloped India. For transforming the rural India, technology needs to be in the driver seat. Telecom helps to reach in every corner of a nation and goes hand in hand with technology. Telecom’s answer to the burning issues of health and education is mHealth and mEducation respectively.

MHealth is the application of emerging mobile communications and network technologies for health care system. It involves the use of mobile computing, medical sensors and communication technologies for health care. A large segment of the patient population can be treated in their homes and communities, with access to expert care, through mobile technology. As patients consume more resources when they are in hospitals, this will have a significant impact on health economics. In India 33 percent of people living in villages have mobile phones. Hence this becomes a highly untapped segment for the Indian telcos.

Airtel has recently released its mHealth services, which is a SMS based health alert. These alerts are provided by mDhil Health Info Services Pvt Ltd, a Bangalore based start-up that provides healthcare information to the general Indian public mainly through text messaging, but increasingly through mobile web and digital content. Airtel offers 14 different SMS health packs such as Women’s health, Men’s health, Cardiac care, Diabetes etc. Irony is that mEntertainment and mFinance create stand alone products supported by lots of advertising dollars whereas mHealth remains more of a value added service.

Vodafone along with UN Foundation, the Rockefeller Foundation, cofounded mHealth alliance in 2009 to harness the power of wireless technologies to improve health outcomes in low and middle income countries. Soon after its launch, the mHealth Alliance welcomed GSMA and the U.S. Presidents Emergency Plan for AIDS Relief (PEPFAR) as Founding Partners. In 2009 Vodafone created the Vodafone Health Solutions business unit, which is located within its Global Enterprise division. The unit is tasked with developing a global portfolio of health-related services. So it was not a surprise for many when Vodafone sold its 5.5% of Indian operation to Indian medical services provider Piramal Healthcare in August 2011. Telecom operator Aircel has tied up with the Apollo Hospital Group to launch a medical consultation on the mobile. The service is called Aircel Apollo Mobile HealthCare. A tie-up between the two companies is not surprising, particularly since the Reddy family of the Apollo Hospitals group owns around 26% stake in the telecom operator.

On the similar lines, Tata Docomo launched Sparsh – a value added service on sexual & reproductive health related issues for its GSM Mobile service subscribers in India. The content of the service is extensively accurate and certified by FPAI (Family Planning Association of India), one of India’s largest sexual and reproductive Health NGO. Tata Indicom  launched “Doctor on Call” service in partnership with Healthcare Magic, an Accel Partners funded Tata Indicom, to offer consultation services for Acute and chronic emergency situations. HealthcareMagic connects medical professionals with those seeking consultation: callers are offered consultation with doctors via phone, and the Internet. On the phone, a doctor registers the personal data and medical history of the subscriber, diagnoses the cases, based on whether the issue is acute, chronic and emergency

For the Education sector, mobile connectivity provides an opportunity to offer new ways of teaching and learning that ultimately will improve performance and results whilst at the same time open up new markets for mobile operators across the world. Mobile will increase access to up-to-date materials, will enable collaboration and strengthen learner engagement. All these objectives can be achieved via mEducation. Tata Indicom in 2008 partnered with SNDT Women’s University, Atom Tech (Any Transaction on Mobile), Mumbai, & Indian PCO Teleservices Ltd to develop and disseminate mobile education, an additional vehicle in distance learning, to reach the masses for remote teaching and learning in rural communities and physically challenged. Under this model, the mobile phone undergoes a metamorphosis—from a device that allows you access to voice and text messaging, it transforms into one that helps you access accredited educational content, take mock tests on the move, regardless of geographies or physical constraints.

A new VAS called ‘Tutor On Mobile’ (TOM) was launched by VOICETAP and Tata DOCOMO in July 2011. This VAS was designed to help students to access education information when they are on move. ‘Tutoron Mobile’ (TOM) is loaded with premium educational content and easy learning mechanism. With the help of Knowledge conference call and monetizing their expertise’s experts can provide answers worldwide. The content provided by ‘Tutor on Mobile’ (TOM) are in the form of video, text, images, live interaction, podcast etc.

Nokia and Bharti Airtel joined hands to launch Ovi Life Tools service targeted at providing Airtel's mobile customers with access to relevant content on education. This partnership between India’s largest maker of mobile devices and largest telecom operator represents a wide scale distribution model that will empower Indian masses with improved access to information available in a simple icon based, graphically rich user interface. This initiative includes focused offerings on Learn English, General Knowledge & Exam preparation modules covering State and Central Boards.

As developing nations recognize the potential impact mHealth and mEducation can have on its country’s health care and education system, we will witness a surge in the mHealth and mEducation movement as governments invest significant resources to build and to expand offerings for its citizens. Developing nations don’t have the infrastructure for standard telecommunications, but mobile communication is readily available. Hence, it naturally makes sense to leverage wireless networks to deliver health care in these rural areas. A number of organizations are looking at ways to expand their mHealth offerings in places like India, Africa, and China. In particular, we’re seeing modified versions of telemedicine emerging as cost-effective alternatives to direct patient interaction. Also, with the increasing penetration of smartphones it is believed that the growth of mHealth and mEducation will gain momentum.

Written by : Rahul Singh

                  MBA TM ( I )

                      SITM

Next Generation Networks

Introduction:

With the Internet now deeply rooted across modern life and broadband penetration continuing its steady ascent, the information and communications technology (ICT) industry continues its transformation and evolution to converged next-generation networks (NGN)). The term “convergence” is being used to refer to the advanced integration of communications and computing functionalities, in particular the ability to offer voice, data, video(triple play) seamlessly over single or multiple infrastructures and platforms -- as well as the capability to access such services at any time and with an ever-expanding array of network agnostic and “aware” devices Next generation networks have finally identified as network collection emerging the following common characteristics:

• Convergence of various data communication types over the IP, i.e. data, multimedia, voice.
• Fixed, wireless and mobile network convergence
• Access to a common set of services that can be provided over multiple access network types (ADSL, UTRAN, WiFi, WiMAX, etc) with features like user handover and roaming.
• IP-based core transport networks,
• Possibility for using any terminal type (PC, PDA, mobile telephone, set-top boxes, etc),
• User-driven service creation environments,
• Common set of services, admission policies, authentication type regardless of the user connection type to the network.

NGN Architecture

The basic premise for NGN is an architecture on several independent levels. The connection of subscribers and terminals to the NGN can be achieved with various access technologies with compatible information and transmission which calls for Gateways. The core network of the NGN is an IP network which is a standardized transport platform consisting of various IP routers and switches. Standard and value-added services can then be provided via the service management level.

The convergence allows a transition from a vertical to a horizontal service integration. In vertical network structures, services (e.g. phone services, TV services) can only be received with suitable networks and the relevant end devices. With a horizontal approach, users in future will be given the possibility of using the desired services – regardless of the platform and the technology – with an end device.

In NGN networks, real-time conversational (e.g. video-telephony/conferencing) and non-conversational (e.g. video-on demand, instant messaging) multimedia services will play a prominent role in their success on the market. Therefore it is important that the security, customer experience and QoS perceived by paying users is much greater than that of free Internet services. To satisfy those requirements NGN funding members have devised two main mechanisms, one for providing control over the user sessions and a second one for enforcing the QoS settings of the user across the end-to-end communication path using the SIP protocol, through which the user can be identified, authenticated and charged by the network on the basis of a single user identity (IMS Personal Identity-IMPI).

Business Implications of NGN

It is certainly true that we are moving from Time Division Multiplex (TDM)-based, circuit switched networks to packet-, cell-, and frame-based networks. The major benefits of NGN can be listed as follows:-
1. Heterogeneity of the Telecommunications Infrastructure.
The growing number of services with different has increased the complexity of the overall infrastructure. The problems of interoperability between the various systems are becoming more serious. Maintaining these platforms involves high OPEX for the network operators. NGN provides an obvious solution to this problem.
2. Falling Call Sales.
Increasing losses on the domestic fixed-network market are therefore forcing the operators to develop new strategies to secure their future and to boost their profitability. No further growth can be expected through the revenue obtained from call sales alone.
3. Cost reduction:With NGN, the established network operators plan to develop a sustainable infrastructure that will remain competitive in a convergent environment. The primary focus will be on the potential for cost savings
4. New Sources of Income:Established network operators see the possibility of new income as another motivation for promoting NGN. More and more innovations with new sales opportunities are expected in the field of value-added services with enhanced QoS.
5. Ease of Maintainence: IP-based networks are likely to be simpler and easier to operate and maintain as compared to the existing legacy networks and provide operators with sufficient flexibility to reduce both OPEX and CAPEX.
6. Converged IP Core transport: Integration of their disparate networks towards IP/MPLS based transport core for superior control and OPEX reduction. Migration from TDM to IP and Fixed Mobile Convergence are also motivating factors for the carriers to reduce OPEX.

Multi Protocol Label Switching (MPLS)

Multiprotocol Label Switching (MPLS)　is a mechanism in high-performance telecommunication layer which directs and carries data from one network node to the next. MPLS operates at an OSI Model layer that is generally considered to lie between traditional definitions of Layer 2 (Data Link Layer ) and Layer 3 (Network Layer), and thus is often referred to as a "Layer 2.5" protocol.

WORKING :

Labeling packets are the main concept behind MPLS. These short, fixed-length labels carry the information that tells each switching node (router) how to process and forward the packets, from source to destination. As each node forwards the packet, it swaps the current label for the appropriate label to route the packet to the next node. This mechanism enables very-high-speed switching of the packets through the core MPLS network. MPLS predetermines the path data takes across a network and encodes that information into a label that the network’s routers understand.

MPLS routing

MPLS networks establish Label-Switched Paths (LSPs) for data crossing the network. An LSP is defined by a sequence of labels assigned to nodes on the packet’s path from source to destination.

As the network is established and signaled, each MPLS router builds a Label Information Base (LIB)—a table that specifies how to forward a packet. This table associates each label with its corresponding FEC and the outbound port to forward the packet to. This LIB is typically established in addition to the routing table and Forwarding Information Base (FIB) that traditional routers maintain.

Signaling and label distribution

Connections are signaled and labels are distributed among nodes in an MPLS network using one of several signaling protocols, including Label Distribution Protocol (LDP) and Resource reservation Protocol with Tunneling Extensions (RSVPTE). Alternatively, label assignment can be piggybacked onto existing IP routing protocols such as BGP. The most commonly used MPLS signaling protocol is LDP. LDP defines a set of procedures used by MPLS routers to exchange label and stream mapping information. It is used to establish LSPs, mapping routing information directly to Layer 2 switched paths. It is also commonly used to signal at the edge of the MPLS network — the critical point where non-MPLS traffic enters. Such signaling is required when establishing MPLS VPNs, for example.

Data Flow in MPLS Network


Figure shows a typical MPLS network and its associated elements. The central cloud represents the MPLS network itself. All data traffic within this cloud is MPLS labeled. All traffic between the cloud and the customer networks is not MPLS labeled (IP for example). The customer owned Customer Edge (CE) routers interface with the Provider Edge (PE) routers (also called Label Edge Routers, or LERs) owned by the service provider. At the ingress (incoming) side of the MPLS network, PE routers add MPLS labels to packets. At the egress (outgoing) side of the MPLS network, the PE routers remove the labels. Within the MPLS cloud, P (Provider) routers (also called Label Switching Routers , or LSRs), switch traffic hop-by-hop based on the MPLS labels. To demonstrate an MPLS network in operation, we will follow the flow of data through the network in Figure 2:

1. Before traffic is forwarded on the MPLS network, the PE routers first establish LSPs through the MPLS network to remote PE routers.

2. Non-MPLS traffic (Frame Relay, ATM, Ethernet, etc.) is sent from a customer network, through its CE router, to the ingress PE router operating at the edge of the provider’s MPLS network.

3. The PE router performs a lookup on information in the packet to associate it with a FEC, then adds the appropriate MPLS label(s) to the packet.

4. The packet proceeds along its LSP, with each intermediary P router swapping labels as specified by the information in its LIB to direct the packet to the next hop.

5. At the egress PE, the last MPLS label is removed and the packet is forwarded by traditional routing mechanisms.

6. The packet proceeds to the destination CE and into the customer’s network.

 　

HITS

HITS( Headend in the Sky) is a satellite based delivery platform for delivering multi channel television signals to cable operators across the country.

 With HITS country wide implementation of CAS(Conditional Access System) becomes instantaneous and cost effective. This benefits both the broadcasters and customers by ensuring addressability.

At the same time, the HITS platform delivers a huge number of pay television channels. This provides the HITS end consumer the largest possible choice of pay channels. Since the HITS signals are delivered by a satellite, over a large "footprint" area, they offer even the most far flung rural HITS end customer an identical choice to that offered in large metro cities with elaborate Headends.

Operation-

Since a HITS platform carries a large number of channels, it is necessary to digitally compress these channels before transmission through satellite. Digital compression allows upto 10 channels (or even more) to be compressed on a single satellite transponder using advanced compression techniques such as statistical multiplexing , used along with MPEG-2 compression.

At the centralised HITS uplinking facility, signals of various pay channels are received and decoded using professional grade IRDs, each with the appropriate Conditional Access Module (CAM) necessary to receive each broadcast. These signals leave the IRDs as a digital compressed but unencrypted digital data stream. Analog transmissions if any that are received as separate video and audio signals (either from an FTA analog channel or a VCR playout) need to be compressed into an MPEG-2 digital stream. Each digitally compressed channel is now encrypted using a common encryption system (e.g. Conax for SitiSatellite) for the entire HITS platform. Approximately 10 of these encrypted, digital channel streams are multiplexed i.e. put together into

a single data stream and uplinked to a single satellite transponder.  The satellite transponder handles these signals as it would any other digital television broadcast. The C or KU band signal is simply bounced back to earth over the transponders footprint. The digital signals are received by a cable Headend or even a Last Mile Operator, as they would any other digital TV signal.

Transmission- Each LNB output, containing upto 10 digital pay channels is fed into a "Transmodulator". A Transmodulator receives QPSK signal from LNB (Low Noise Block Converter). These signals are in the range of 950 MHz to 2150 MHz. The transmodulators down converts this frequency to cable TV frequency( 48MHz to 860 MHz) while simultaneously changing the modulation from QPSK to QAM. The Transmodulator provides a digitally encrypted data stream for upto 10 pay channels. If a total of 50 pay channels are to be received, a set of 5 transmodulators would have to be installed at the Headend.

The output of the Transmodulators is a digital CATV RF signal. The output of all Transmodulators is then mixed with the analog free to air channel bouquet generated locally. Low cost CATV splitters or tapoffs can be used for mixing the digital and analog signals. The only precaution necessary is that the digital signals should be mixed at a level that is 10 dB below the analog signals.

Reception-Each HITS consumer will require a digital Set Top Box. These digital set top boxes will be provided by the HITS operator to the LMO. Each HITS box is embedded with its own, unique serial number and can be authorised to decrypt each specific pay channel that the consumer subscribes to. The digital Set Top Box is a DVB-C box i.e. a DVB box capable of receiving CATV transmissions over the frequency band of 48 MHz to 862 MHz. The STB is identical to what is provided by WWIL/ SitiCable for its ground distributed digital CAS.

Advantages of a HITS license-

HITS, as compared to other forms of digital broadcasting, is a more cost-effective

method of achieving digitization since it doesn’t require heavy investment from the cable

operator, who merely has to equip homes with set-top boxes and become a franchisee.

There are certain distinct advantages a HITS licensee has, namely:

1.       The licensed HITS operator is allowed to directly contract with various broadcasters

for buying their content.

2.       He can also put all the broadcasting content at one place (hub/teleport) and then uplink it, using his own encryption, to a satellite hired by him.

3.       The HITS operator can provide infrastructure facilities as well.

4.       The licensed operator can also provide simulcrypting/multicrypting of channels aggregated by different MSOs( Multi System Operators) with different encryption systems to one or more MSOs who wish to uplink these channels to a HITS satellite and then downlink them for transmission to the consumers.

      

HITS and DTH- A Comparision

HITS offers direct competition to the DTH operators. Unlike DTH, there will be sharing of revenue between the broadcasters, HITS operator and the various cable operators under the HITS system. The reception of signal is also expected to be better in HITS as compared to DTH transmission. Further, DTH operates only in Ku-Band, which is vulnerable to rain and causes deterioration of signal, whereas HITS is allowed to operate in both C-Band and Ku-Band. One can expect the DTH operators to change their business model to suit the new emerging broadcasting setup. The healthy competition amongst DTH and HITS operators will provide an impetus to digitization, narrow the digital gap between rural and urban areas and reduce prices of transmission of broadcasting signals and set-top boxes. In a bid to facilitate rapid digitalisation of Indian cable TV networks, the Union Cabinet has decided to grant HITS licenses without a recurring annual license fee. In contrast the DTH license requires each DTH platform to pay a recurring license fee of 10% of the annual revenue of the DTH platform. This includes 10% of not only the subscription fee but the selling price/hire charges of the STBs + Dish antenna also.

Wifi

It is a misconception that the term Wi-Fi stands for “wireless fidelity”. Wi-Fi is simply a trademarked term by the Wi-Fi Alliance, the organization that owns the Wi-Fi.The organization defines Wi- Fi as any "wireless local area network (WLAN) products that are based on the Institute of Electrical and Electronics Engineers' (IEEE) 802.11 standards.

Initially, Wi-Fi was used in place of only the 2.4GHz 802.11b standard, however the Wi-Fi Alliance has expanded the generic use of the Wi-Fi term to include any type of network or WLAN product based on any of the 802.11 standards, including 802.11b, 802.11a, dual-band, and so on, in an attempt to stop confusion about wireless LAN interoperability.

Wi-Fi works with no physical wired connection between sender and receiver by using radio frequency (RF) technology, a frequency within the electromagnetic spectrum associated with radio wave propagation. When an RF current is supplied to an antenna, an electromagnetic field is created that then is able to propagate through space. The cornerstone of any wireless network is an access point (AP). The primary job of an access point is to broadcast a wireless signal  that computers can detect and "tune" into. In order to connect to an access point and join a wireless network, computers and devices must be equipped with wireless network adapters

Wi-Fi  is supported by many applications and devices including video game consoles, home networks, PDAs, mobile phones, major operating systems, and other types of consumer electronics.  Any products that are tested and approved as "Wi-Fi Certified" (a registered trademark) by the Wi-Fi Alliance are certified as interoperable with each other, even if they are from different manufacturers. For example, a user with a Wi-Fi Certified product can use any brand of access point with any other brand of client hardware that also is also "Wi-Fi Certified". Products that pass this certification are required to carry an identifying seal on their packaging that states "Wi-Fi Certified" and indicates the radio frequency band used (2.5GHz for 802.11b,  802.11g, or 802.11n, and 5GHz for 802.11a).

Features of Wi-Fi

High mobility and elasticity

Wi-Fi, is allowing new intensity of connectivity without giving up functions. Wi-Fi introduced various types of utilities such as music streamers that transmit your music to speakers without any wire you can also play music from the remote computer or any other attached to the network. 

Fortress Technology

Wi-Fi providing secure wireless solutions support the growth and release of a prototype mobile ad hoc wireless network for use in the wireless strategic skirmish.

Support an entire age bracket.

WiFi technology has several advantages it support an entire age bracket and create a connection between components on the same network and have ability to transfer data between the devices and enable different kind of devices such as game, MP3 player, PDA’s and much more!

It's convenient and every where

WiFi is a convenient technology and where the range station exists you are online during travel you can equip with a Wi-Fi network and set up shop anyplace. You will automatically connect with internet if you are near hotspot. These days WiFi exist every where with all its wonders.

More faster and secure

With WiFi you can get high speed of internet because it is very fast than DSL and Cable connection you can establish a Wifi network in small space now you don’t need any professional installation just connect to a power outlet with an Ethernet cord, and start browsing. WiFi security system for Threats makes it more renewable and its tool protect your VPN and secure web page. You can easily configure the device to take better performance. The standard devices, embedded systems and network security make it more powerful.

Limitations of Wi-Fi

Security concerns

It is simple to set Wi-Fi network but keeping it secure takes much more effort, Access points of Wi-Fi do not deploy encryption methods. It is required to be done as network is enabled. Secure Wi-Fi network can be easily attacked by hackers to steal private information.
Guests who are not potentially harmful can still utilize the network resources and minimize the performance.

Interference from other devices

Wi-Fi transmits data at 2.4 GHz making susceptible to interfere Bluetooth enabled devices, mobile phones, cordless, Microwaves and other communication devices, closer the interfering devices are the poor communication will be and vice versa.

Lacking high-quality media streaming 

Today’s fastest Wi-Fi standards are pushed beyond their limit when trying to view high end media.High definition video and audios cannot be viewed flawlessly because of lower transfer rate; things can be much more worst if other clients are accessing the same access points.

Even the fastest current Wi-Fi standards are pushed beyond their limit when trying to handle some of today's high-end media. High-definition audio and video files are timely-delivery-intensive, and typical wireless networks have neither the transfer speeds nor the consistency to transfer them flawlessly. This problem is further compounded if there are multiple devices connected to the same because the bandwidth must be divided between all of the equipment.