Digitally Tracking Adverts with Ad ID

Ad ID is a 12 digit code to be attached to all advertising so that it can be tracked effectively. The system has been developed by the Association of National Advertisers and the American Association of Advertising Agencies, and has just been endorsed by the top four broadcast networks (ABC, CBS, Fox and NBC) in the US, along with over 100 other large advertisers and trade groups.

Each piece of advertising will have a unique 12 digit ID and combined with RFID technology, will enable advertisers to track precisely how individual households have responded to advertising messages through their purchases. Is it just me, or is that really frightening? The introduction of Ad ID is being compared with the introduction of the UPC bar code 30 years ago – though coupling Ad ID with active technologies such as the internet and RFID chips make this a considerably more powerful tool.

Ad ID is not entirely new – it’s been in development since 2002. Tagging each advert with a unique identifier also allows metadata to be stored about the ad – such as geographic relevance and scheduling. The system is backed by a web portal so that advertisers can update campaign information and consult billing and scheduling details.

Ad ID

ICANN Adds IPv6 to Root Servers

ICANN, the Internet Corporation for Assigned Names and Numbers has added IPv6 to its root servers – meaning that every object on the planet can now have its own IP address. Vinton Cerf from ICANN confirmed the news at their annual conference in Malaysia.

Every device needs a unique internet protocol address to be able to connect to the internet – this applies to computers, phones, printers, web cameras, your robot dog, everything. IPv4 is limited to only 4.3 billion addresses, and already two thirds of them have been assigned.

“This is a big, big step,” Cerf said. He’s not joking: IPv6 can potentially accommodate 2^128 (2 to the power of 128) unique addresses. To give it some scale, that would allow 100 million IP addresses per square meter of the Earth’s surface. I guess engineers really do think ahead. Though my nanobot army might use them all up fairly quickly.

IPv4 will continue to run alongside v6 for about 20 years to ensure ease of migration and stability, so don’t throw that old Ethernet card away yet.

ICANN

Microsoft’s Media/Entertainment & Technology Convergence Group

No-one could have predicted that Microsoft would evolve from selling DOS to being a company whose technologies shape many of the industries around us. Microsoft’s media products such as its Windows Media 9 platform are used throughout the media and entertainment industries from authoring, distribution and viewing. As the company’s relationship with the media and entertainment industries has grown very complex indeed, Microsoft have created a group to manage and develop these alliances: the Media/Entertainment & Technology Convergence Group.

The group aims to drive the company’s strategies for the digital convergence of home entertainment technologies, personal computing and media with a focus on market development, policy and standards.

The former chairman of the Universal Television & Networks Group, Blair Westlake, will join Microsoft and be the group’s new vice president.

“The creation of the Media/Entertainment & Technology Convergence Group and Blair Westlake’s appointment underscore Microsoft’s strong commitment to delivering cutting-edge products for the digital networked home and continuing to build mutually productive and profitable relationships with the media and entertainment industries,” said Steve Ballmer, CEO of Microsoft.

Microsoft on the new group

H.264 Codec Adopted for Next-Gen HD DVDs

The DVD Forum has ratified the new H.264 Advanced Video Codec (AVC) for inclusion in the forthcoming High Definition DVD platform.

The H.264 codec, formerly known H.26L, was was developed by the Motion Picture Experts Group (responsible of course, for the various MPEG formats) and the International Telecommunication Union, and has now been ratified into the MPEG-4 codec. The codec enables a variety of video content to be compressed for transmission and decompressed for playback in a highly efficient way.

Apple has already made an announcement to the effect that H.264 will be included in a release of its QuickTime platform next year.

“Apple is firmly behind H.264 because it delivers superb quality digital video and is based on open standards that no single company controls,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing in a statement.

H.264 is intended to be used on a number of platforms, and as such covers a wide spectrum of bandwidth requirements – from HD television to mobile phones. The codec is highly efficient, and has been demonstrated playing back 1920×1080, 24fps HD movies at up to half the data rate of MPEG-2. Less data means room for more channels – or better audio and video.

Don’t expect HD playback performance on your new mobile phone – Apple’s test detailed above required a dual processor G5 to do the playback. The new codec will be more suited to digital television broadcasts to phones and mobile movies with a much lower resolution.

How H.254 works – and it’s not too technical, either

MPEG resources on the internet

Exclusive: Mobile Gaming Goes 3D

Mobile gaming, that is playing games on your mobile phone, is growing rapidly. Advances in phones, displays and networks mean that the handset in your jacket pocket is a considerably more powerful games console than that NES you sat in front of just a few years ago playing Mario Kart. In fact, phones have grown in sophistication so quickly that it’s quite shocking to think that just five years ago our most immersive mobile gaming experience was a quick bout of Snake.

The success of mobile gaming can attributed to Java – Sun’s environment means that games can be written in Java and will run on any phone that has a J2ME (Java 2, Micro Edition) virtual machine embedded in its operating system.

Additionally, Gamers are now used to seeing graphics made out of millions of polygons on their GameCubes and PlayStation 2s and expect the same thing from their mobile gaming. Memory and processor advances now mean that games developers can now meet this demand, and so the JSR184 standard (now known as M3G) came into being, to provide a platform for developers to produce immersive 3D games.

As phones incorporate more memory, faster processors, dedicated graphics chips, stereo sound and 3D graphics, it means that games too require more resources to produce. As the games get more complex they require a multi-disciplined approach, with artists, coders, level designers and musicians all contributing to the final product.

This rapid increase in sophistication means that it’s now impossible to produce a decent game for modern phones without a suite of development tools, and as 3D graphics creep out onto our phones, tools are appearing that deal specifically with the unique problems of throwing around shaded, textured polygons on tiny screens with limited resources.

A new breed of tools, specifically designed to enable developers to squeeze the best performance out of M3G is appearing, and you’ll be playing games created with these tools on your phone in the very near future.

I had a chat with Stephan Groud from Superscape – one of the companies behind the M3G standard – and product manager for the first 3D toolkit for mobile phones, Swerve. We talked about the benefits of 3D and what’s up next for mobile phone gaming.


Tell me a little how Superscape got into 3D on phones, and how Swerve came into being.

Superscape is 3D company – we’ve done 3D for 18 years now. We’ve always worked in the 3D field, either around 3D games or tools. In short, the company has always been focussed on 3D for low processing power or low bandwidth.

We looked at the mobile market and decided that we had the expertise to take our experience and provide 3D for constrained devices and constrained networks, which is exactly what the mobile market is about.

We set out to develop this technology, Swerve, which is basically suited for 3D on mobile devices. To make it a success, we went to companies like ARM and Vodaphone – and came to the conclusion that unless there was a standard to do 3D on mobile phones, then it wouldn’t be a viable proposition.

We then went to Nokia and Sun and helped set up the JSR 184 standard, which basically states how you do 3D, in Java, on a mobile phone. The exact remit of the standard was to deliver 3D experiences on mobile platforms, over the air. The standard had to be generic enough to do not only games, but menus, user interfaces and potentially location-based services. It also needed to be a standard that could output content small enough to downloaded over the air.

The standard was ratified in November 2003, and since Swerve had been in the making for about three years, it was the first commercial implementation of that standard, both in terms of engine and tools.

What exactly is the Swerve platform?

The Swerve solution is an engine, compliant with JSR 184, that sits on your phone, within the Java architecture. We worked with companies such as Siemens and Motorola to embed our technology in handsets to make them JSR 184 compliant, or M3G compliant which is the new name for the standard. A M3G phone can run any JSR184 piece of content.

On top of releasing the engine on the day the standard was ratified, we announced the second generation of our tools, SwerveStudio. This allows you to export 3D scenes from 3dsMax – we took the most popular 3D package and built in every function that would be required to author or develop content for the M3G platform, without having to recreate everything from scratch. If you know 3dsMax and you have an understanding of the M3G API, you can use SwerveStudio because it’s basically the same thing, but with tools for optimising the scene for mobile phones, to preview the scene as it would look on a handset, to script behaviours, and to export the scene as a M3G file.

If you have SwerveStudio and you have 3dsMax you have an environment that allows you to create a good chunk of what a game is. The rest is done by a coder through a regular Java IDE [integrated development environment].

By integrating your toolkit in 3dsMax and using the Java VM on phones, that gives you a huge installed base of artists and coders that can use Swerve straight away – and a huge installed base of consumers that can run the content.

We’re working with mobile phone manufacturers to get the M3G API embedded onto handsets shipped from this summer onwards.

We’re not the only people to come up with a product based on the M3G standard, and there are other people announcing phones and tools based upon it, so that’s basically growing the market for games that are based on our tools.

What are the main titles coming out that use Swerve?

We realised quickly that it was all well and good to have a tool set, but the manufacturers and operators want games. What we’ve done over the past six to eight months is to create a catalogue of games – and most of those games are based on famous intellectual properties from Sony, Disney and 20th Century Fox, Universal, and Activision. We either developed those games in house or worked with external developers. The games are Independence Day, based on the 20th Cenutry Fox movie; Van Helsing, Universal’s blockbuster this summer; SWAT from Sony Pictures; and Evel Knievel – we have the rights for mobile platforms to develop games based on his brand; we’re working with Disney on TRON2.0, which will be focussed on Light Cycles, so we’re not cramming too much into a game that has to be downloaded over the air.

Big brands, big studios, big companies are all working with us because they’ve had a look at our technology and said “Hey, this is the best way to take our brand into the mobile space.”

M3G as a technology gives a truer representation of your brand. If you look at other technologies, even 2D, it’s sometimes difficult to recognise the brand you’re using.

We’re working with the guys behind the brands and studios to improve our tools, improve the engine and tackling IP holders, game developers, network operators, handset manufacturers and technology guys to make sure the whole system works together.

When will the first Swerve-developed titles be available for download?

That’ll be with the release of the first M3G handsets, in Q3 2004.

What do you think of handsets like the N-Gage QD that use dedicated games on memory cards, and attempt to be more of a games console rather than a phone? Do you think they’re a kind of stopgap, or that this will be a common way for distributing titles?

There are two ways to do mobile 3D games. One way is the N-Gage route, which is basically native games, megabytes of data, you buy a cartridge in a shop and you plug it into your handset. That’s something that has been proven in the past with the GameBoy and GameBoy Advance, there’s clearly a market for it. Whether there is room for a mobile phone player to create a market for it is another question.

The other way is what M3G is exactly about: It’s not native, it’s Java with none of the benefits of native because the engine is partly Java, partly native to keep performance up. It’s sub-250 kilobyte games, to be downloadable over the air, and you don’t have to go into a shop and buy it. You can be on a train or a taxi, you didn’t know you wanted to play a game, but you’ve got fifteen minutes in front of you and no newspaper at hand. You can download a game on impulse.

These are two very different propositions. If you’re talking about platforms like the N-Gage right now, the volumes are fairly limited, because of the price point, because of the market it targets, as opposed to Java handsets – there are going to be millions of those over the coming years. Java handsets are a cheaper proposition and are more accessible. A handset can have the M3G API embedded in it and still look like a professional handset.

We’ve chosen the M3G way because we believe that mobile handsets are inherently connected devices and, in the same way that add-on camera accessories for handsets never took off, potentially the same thing could happen to platforms like the N-Gage. If you have to think about what you’re going to be doing with the phone over the day, you lose the immediate satisfaction of downloading a game on impulse and being able to play it.

What N-Gage has done though, is to put mobile gaming on the map for a lot of people. Nokia is a big company and the fact that they’ve pushed this platform so much and invested so much money in it has raised a few heads around the industry and also around the console industry.

Our proposition is downloadable content and we’re sticking to that right now, because our technology can do it.

What’s next for Swerve?

We’ll be looking at how well customers react to 3D on mobile phones, and looking at the uplift that 3D on phones causes, in the same way that 3D on consoles caused such a big market.

We’ll also be growing the catalogue of games that we have in house, or that we develop with partners. We have about 25 right now – we’re going to need a lot more than that when there are several different handsets in the market.

Also, Swerve as a 3D technology can also run in BREW and native environments, as well as J2ME. Swerve BREW applications can be run on BREW handsets such as the recently announced Kyocera Koi, thanks to a downloadable BREW extension provided by Superscape to BREW network operators. Swerve Native applications can run on the same engine as Swerve J2ME applications as it is a dual language 3D engine. This makes the business case for embedding the engine on an upcoming handset even more attractive, especially as Swerve is a generic 3D engine.

The next challenge will be hardware graphics acceleration, and the M3G standard was built with hardware acceleration in mind. The hardware acceleration does the grunt work in terms of rendering polygons, shading and anti-aliasing and M3G gives the developers a nice API to work with to develop games quickly.

M3G is a high level API, with a scene tree with nodes for each object in the scene – what that means for an animator or a programmer that you move a car or an actor rather than move every single polygon that makes up the car. It’s object based.

M3G has a long life in front of itself, even when hardware acceleration comes along because it gives an entry point for developers and designers that is very easy to use without losing the benefits of hardware acceleration.

What do you think are the most important types of game for mobile phones? Will the connectivity change the types of games people play?

We’re developing a variety of games, single player games. Given the interface on mobile phones, we have racing games, first person shooters, sports games. These are quite well-suited because most handsets today have some form of joystick so it’s quite easy to navigate a car around.

In terms of multiplayer, you have to be concious that networks have latency and so turn-based games are the ideal target for the moment. Golf is a great example of a game that is quite interactive and visual, benefits from being in 3D and at the same time is simple to implement in multiplayer because you can actually play in turns.

I suppose bandwidth is less of an issue with golf because you’re only transmitting a vector?

The interesting thing with golf in 3D is that if you both have the same game and you’re playing with each other you don’t have to send that much data across the network because you’re not replicating that much data: the power of the shot, the swing. The game engine can understand this and replay it like a movie on your opponent’s handset.

There are a lot of tricks with 3D implementations of games, like being able to download new levels, new guns that we’re looking at also.

Do you think there is much of a market for selling add-ons to games like levels, skins and equipment?

If you look at ringtones and wallpapers, well who would have thought that people would be willing to pay millions of dollars to just have a different ringing sound on their phone?

We hope there is a market for game add-ons, and it depends on the way that a campaign is organised. In Formula One, for example a developer could release a game on the first day of the season, with the first track — and subsequently produce new tracks for every race available for download.

This makes a lot of sense because they can charge a little for each new track, but in terms of network usage it’s nothing. The data they need to send to recreate a new 3D track if the game is well built is minimal. The less data they send over the network, the better it is for them economically. The value for the user is extreme, because they have a new track and they can actually play the race that’s being run that weekend.

It’s a whole industry in the making!

3D brings a lot more. If you need to send a 2D track, then you’re in for a big download. You’re looking at sprites as opposed to rearranging pieces of track. You can have green trees in England and yellow trees in Spain, but in 3D it’s the same tree, it’s already on the phone – you’re just saying “this.tree = yellow”, rather than downloading an image of a new tree.

We’re learning every day – it’s exciting times. When you think about convergence, this really gives some meaning to the word: you have people from the PC world, such as developers, hardware and 3D guys, mobile phone operators, cinema studios – everybody is coming together.

It does seem that you need many different skills to produce a game these days – you need proper artists, programmers, musicians, you need to get the intellectual property from somewhere…

It’s not easy, but the results are quite impressive!

The JSR 184 Standard

Swerve

Superscape

Mobile Operators Define the Open Mobile Terminal Platform

Baffled by the sheer range of application user interfaces on mobile phones? I certainly am – but then the rich diversity of cash point interfaces leaves me standing there confused and moneyless on the best of days.

To combat the confusion and fragmentation that comes with the diversity of mobile applications and their use, mm02, NTT DoCoMo, Orange, SMART Communications, Telefónica Móviles, Telecom Italia Mobile, T-Mobile and Vodafone have grouped together to form OMTP – the Open Mobile Terminal Platform.

Their aim is to define the requirements necessary for mobile devices to deliver openly available standardised application interfaces – so you’ll at least have half a chance next time you try to fight your way round your new phone address book, because it’ll work much like the last one you saw.

They’ll do this by establishing an open frame work for device manufacturers like Nokia and Siemens, plus their software and hardware suppliers, inviting them to develop OMTP compliant products.

Of course, there is a slim chance that phone manufacturers could tell the OMTP group to go and take a jump.

The OMTP

Happy Birthday, DNS

The domain name service, DNS, is 21. If the service hadn’t been invented by Dr Paul Mockapetris, you’d be looking up internet protocol numbers manually, almost like using a phone directory.

“The idea was to devise a way for Internet users to communicate freely with each other through an easy to operate system. Having to remember a long numerical code was not feasible as more users joined the Internet community,” said Dr Paul Mockapetris. “One of our goals was to develop a system that would allow global networking and information exchange. One of the ultimate successes of the domain name is that it is a universal every day language for Internet users across all continents.”

Dr Mockapteris (now I’ve told you his name, you’re not going to forget it, are you?) worked on the system with the late Dr Postel as part of ARPANET, and is now chief scientist and chairman of Nominum, an internet address management provider.

He predicts even greater things are yet to come for his offspring: “This year alone more than a billion users will interact with DNS to do everything from send emails, to browse web pages, or track inventory through RFID. In the next five years, I expect to see a dramatic increase in the number of ways in which the DNS is used, reaching far beyond what we have seen in the past twenty-one.”

Nominum

BBC Creative Archive licensing to be based on Creative Commons

In a significant step forward towards the opening of a portion of the BBC’s archives, the BBC today made their intentions for the Creative Archives clearer to other UK broadcasters and public sector organisations. The Creative Archive,  originally announced by Greg Dyke in 2003, plans to offer the British public free access to some of the BBC’s audio and video programming.

This afternoon the first meeting of an external consultative panel, which included many UK media holders, heard the BBC’s decision that it will base the Creative Archive usage licence on the Creative Commons (CC) model. This confirmation follows some speculation on the subject. The CC model turns copyright on its head by explaining the ways that the content can be used rather than saying it cannot – or Some Rights Reserved as they put it. By happy coincidence, Creative Commons 2.0 was released yesterday.

By applying a CC-type license to the content, the BBC will enable individuals in the UK to download released content to their computers, share it, edit it and create new content. Commercial reuse of the content will not be allowed.

Professor Lawrence Lessig, chair of the Creative Commons project was clearly excited: “The announcement by the BBC of its intent to develop a Creative Archive has been the single most important event in getting people to understand the potential for digital creativity, and to see how such potential actually supports artists and artistic creativity.” He went to enthuse “If the vision proves a reality, Britain will become a centre for digital creativity, and will drive the many markets – in broadband deployment and technology – that digital creativity will support.”

Lessig has been invited by the BBC to be a permanent member of external consultative panel, which is wise because he is clearly at the centre of Creative Commons and politically wise in the BBC becoming closely associated with the whole movement. This announcement will also be a huge boost in profile for Creative Commons.

Paul Gerhardt, Joint Director, BBC Creative Archive explains: “We want to work in partnership with other broadcasters and public sector organisations to create a public and legal domain of audio visual material for the benefit of everyone in the UK.” Those attending today’s meeting included Channel 4; the British Film Institute; the British Library; ITN; JISC; The National Archives; the Natural History Museum; the Museums, Libraries & Archives Council; senior figures from the independent production industry; BBC Worldwide. The BBC plans to keep those attending abreast of the project, while encouraging them to follow the same route to opening their own archives.

This news will give further hope to those who feel the BBC is a leading light in the usage and availability of content in a Digital Lifestyles world. Gerhardt added “We hope the BBC Creative Archive can establish a model for others to follow, providing material for the new generation of digital creatives and stimulating the growth of the creative culture in the UK.”

Read our interview with Paula Le Dieu, Joint Director on the Creative Archive.

Creative Commons

Microsoft’s Crack at Federated Identity

Microsoft will be showing off their new federated identity software shortly – a service that will allow users to log in and then carry their identity from site to site, securely allowing businesses to extend applications and intranets to external clients. The technology won’t be available until Q3 2005 with the release of Windows Server 2003 R2.

Michael Stephenson, lead program manager for Windows Server 2003 said “Federated identity lets companies securely extend their applications to suppliers and external users… We are showing how a user at one site might log on to a portal and then they can enter a purchase order at another location without having to sign on again. Today it is very expensive to provide this type of functionality.”

MS’s previous attempt at federated identity, Passport, never quite realised its potential, and so it’s back to the drawing board.

There’s already a W3C standard for federated identity, but Microsoft, along with IBM, want to push the WS-Security specifications put forward by OASIS (Organisation for the Advancement of Structured Information Standards).

Microsoft’s system will also be up against the Liberty Alliance set of open standards, led by their best pals Sun.

Federated identity is of importance to everyone – not only do you need to know what information is being held about you in your “ID passport” and what site and application owners do with that information, but that your personal details are secure and cannot be compromised.

Liberty Alliance

Microsoft and IBM’s original white paper

Wi-Fi Alliance to jump early on IEEE WLAN standard

Claiming that they want to get the market moving, the Wi-Fi Alliance is starting its certification programme for wireless Quality of Service (QoS) in September before the official declaration of the standard by the IEEE. The IEEE is expected to declare the standard by the end of 2004 at the earliest.

WiFi standards really are a confusing alphabet soup. 802.11b is the original 11Mbps wireless running at 2.4GHz frequency, confusingly 802.11a runs faster at 54Mpbs but at the higher frequency of 5GHz, 802.11g is 54Mbps at 2.4GHz, 802.11i has enhanced security, 802.11h is concerned with spectrum and power control management, 802.11e will provide QoS. Even the trade finds it confusing, never mind the consumer, hence the creations of terms like WiFi.

WME (Wi-Fi Multimedia Extensions), part of 802.11e, will provide QoS which is important for a number of applications. Currently all packets of data on a WiFi network are treated equally, but for some sensitive types of traffic such as video, audio and voice it is more important that those data packets arrive before thing such as web pages. If the sensitive packets do not arrive on time or in order, the playback of them can become choppy – not what the consumer is expecting.

Frank Hanzlik, managing director of the Wi-Fi Alliance explained the importance of this for home media networks, “You need to be able to manage bandwidth and prioritise the packets if you’re sending a video image from your PC to your television.”

Pre-empting the release of standard is a worrying trend that is becoming more common. A commercial entity or industry body gambles that they can possibly influence the market by releasing equipment with their pre-emptive ‘standard’. They hope that if the purchasing public has gone their route and bought substantial amount of equipment using it, it itself becomes the standard.

Wi-Fi Alliance

IEEE