IMS (IP MULTIMEDIA SUBSYSTEMS architecture) AND SDP (SERVICE DELIVERY PLATFORM) hold significant promise for IPTV operators to accelerate advanced service development, deployment and provisioning that will enhance the profit potential of their triple-play and quad-play services, according to a new IPTV report from MRG, IMS and SDPs in IPTV Networks. While the trap of commoditized services looms large for emerging IPTV operators, using standardized interfaces and architectures provided by IMS and SDP can accelerate the development and deployment stages with minimum impact on operations and network resources; and can decrease duplicative functions (billing, digital rights management, and asset management) while exploiting the inherent advantages of a standardized IP infrastructure in its core.

“IPTV service providers will use IMS and SDPs to create applications that go well beyond basic IPTV, voice, and mobile services,” states Bob Larribeau, IPTV Program Director at MRG. “Service providers will be able to combine the visual power of the TV with the communications power of voice and mobile networks.”

Service providers need to advance from bundling to an integrated application offering where the whole is more than the sum of the parts. The report explains how standardized IMS architectures and SDPs will enable the development of applications that integrate IPTV, voice, and mobile services so that each of them adds to the value of the other. Examples of enhanced service categories include location-based services, multimedia sharing and storage (on the TV and other platforms), call forwarding to mobile, video calling and others.

“The problem with triple-play is that it relies on discounting, which depresses profits,” states Gary Schultz, MRG CEO. “IMS and SDPs offer standardized architectures and toolsets to accelerate development of new services that we believe will add value, increase profits and reduce churn.”

IMS and SDPs in IPTV Networks — Quarterly Technology & Content Report- August 2006 is 67 pages and is available in printed form for $1,995.00US; as a Departmental PDF license for $2,995.00US; and is free as part of MRG’s IPTV Tracking Service. For more information or to order the report, contact Rob Smith at 408-524-9767 or rsmith@mrgco.com.