Die Kunst und das Business der interaktiven Medienapplikationen 3/28/2017 2:31 PM Die Kunst und das Business der interaktiven Medienapplikationen Damir Tomicic Geschäftsführer Axinom GmbH © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Zur Person Geschäftsführer, Axinom GmbH (http://www.axinom.de) Microsoft Regional Director President, International .NET Association (INETA, www.ineta.org) Director, International Association of Software Architects (IASA, www.iasahome.org)

{ Medienapplikationen } 3/28/2017 2:31 PM { Medienapplikationen } Wie alles begann… © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

1950: Zeit der Zeitplanung Die Zeit wurde gemietet… Der Rechner stand von 14:00 bis 15:00 zur Verfügung “…Reset, Laden, Abarbeiten, Abspeichern, Reset…” Ein weißer Kittel war notwendig für die Arbeit mit dem Rechner. Keine Videos!  Keine mp3-Dateien!  Kein RSS!!!  

1960: Zeit der Parallellisierung “Batch Processing” Abarbeitung der Lochkarten Konkurrierende batch jobs Offline User interaction (der weiße Kittel bleibt)

1970: Zeit der Zeitteilung Online Transaction Processing (OLTP ) Die Menschen arbeiten mit Terminals Online Benutzer-Interaktion (der weiße Kittel verschwindet) Immer noch keine Videos!

1980: Zeit der PC & Client-Server Local Area Networks (LAN) Vernetzte Systeme in der Arbeitsgruppe Begrenzter Zugriff auf das Mainframe-System Die Benutzer werden selbstständiger und mächtiger

1990: Zeit des InterNetzes Web 1.0 n-tier und Service-Orientierung (ASP/SaaS) Lose gekoppelt (dominante Vorgehensweise) Virtual Enterprise (dominantes Modell) Die ersten Videos und mp3-Dateien Niedrige Bandbreite Web 1.0

2000: Zeit der Benutzer Web 2.0 WOA Benutzer steht im Fokus “Age of Access, The Experience Economy, Wisdom of Crowds” Demokratisierung der Inhalte, der Benutzer-Community und der Wirtschaft Web 2.0 WOA

2000: Zeit der Medien

2008: Zeit der RIA

Die Fernsehlandschaft verändert sich auch grundlegend Große Anzahl Sender Vielzahl Distributions-kanäle Fragmentierung Audience Viele Geschäftsmodelle und dezentrale Plattformen Weitere Diversifikation (Spartensender) Werbe- und Transaktions- basiertes Free TV Mehrere Pay TV Anbieter Erste Sparten- Sender Erstes Pay TV Angebot Grad der Digitalisierung Meist Vollprogramme Erstes Werbe-finanziertes Free TV 80s 90s 2000s 200Xs

Zukünftige Entwicklung Diversifikation des Angebots Scheinbarer Zielkonflikt Quellen: Online 3, 2006; Media Consumption Study 2006

Einige Beispiele 3/28/2017 2:31 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Beispiel: ZDF Mediathek Das größte IPTV-Angebot Europas

Beispiel: BMW Explorer Neue Benutzererfahrung / Branded Entertainment

Beispiel: BMW Explorer Vereinfachte Infrastruktur CONTENT SERVER SERVER CLIENT STREAMING SERVERS ASSET MANAGEMENT SERVER

Beispiel: Maxdome (Pro7Sat1) Zugang per Breitband auf PC oder mit Set-Top-Box auf TV www.maxdome.de

Beispiel: Maxdome Angebotsvielfalt: 10.000 Filme, 4.000 Serien, Sport, Musik…

Die Herausforderungen Plattform- unabhängigkeit Digital Rights Management Emotion … … Usability und User Flow flexibles Business- Model Lösungen? … … ? Flash/Java in Kombination mit dem Windows Media Player? Unterschiedliche DRMs für unterschiedliche OS (z.B. Apple)? Silverlight? …?

{ Media made in Germany } 3/28/2017 2:31 PM { Media made in Germany } Demo MAXDOME SEVEN SENSES / PRO7SAT1 MEDIA © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Weshalb die Veränderung? 3/28/2017 2:31 PM Weshalb die Veränderung? © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Business Treiber Neue Geschäftsmodelle (“Long-tail”) Monetarisierung Frei / Indirekt / Bundling Werbebasierte Umsatzmodelle Transaktionsbasierte Preismodelle Abonnement Mini / Micro Transaktionen

Soziale Treiber Sozialisierung (“Generation User”) User Generated Content (UGC) Rich Content (Audio/ Bild / Video) Search & Discovery Ranking / Rating Community, “Folksonomies”, Tags Personalisierung, direktes Feedback

Technische Treiber Software + Services (“Live” era) Hohe Bandbreite “Edge power” (handy, mp3 player, PC) Rich content support (mp3, Video, VoIP) Lightweight Entwicklungswerkzeuge Instant deployment / permanent beta P2P, Mashup

Technologie Treiber Lightweight Technologien Lightweight Anwendungen REST AJAX RSS / SSE RoR, Python, Silverlight Lightweight Anwendungen Blogs / Wikis / Gadgets Instant Messaging / Bots / Mashups

Gartner: Hype Cycle 2007

Zurück zur Technik… 3/28/2017 2:31 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Ein Szenario aus der Praxis INTERAKTIVE / IPTV / WEB TV-ANWENDUNGEN SET TOP BOX / XBOX ANWENDUNGEN WINDOWS VISTA MEDIA CENTER MOBILE ANWENDUNGEN INTERNET/ INTRANET PRÄSENTATIONEN WEB MEDIA PLATFORM BUSINESS INTELLIGENCE ANALYSIS SERVICES DIGITAL ASSET MANAGEMENT DATENBANKEN

Medien-Lebenszyklus QUELLE ENKODIERUNG SERVER CLIENT Expression Encoder

7 Server Komponenten 3/28/2017 2:31 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Windows Media Services 2008 3/28/2017 2:31 PM Windows Media Services 2008 Live Broadcast Built-in Cache/Proxy Plug-in Advanced Fast Start Dynamische Breitband-Kontrolle Unterstützung für Playback (Suche, Pause, FF/RW) Auto-reconnect Multicast Forward Error Correction & UDP (live und mobile) Detaillierte Benutzer-Statistiken © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Medien-Bereitstellung Zwei gängige Wege... Definition: Einfache “send-and-forget” Auslieferung via HTTP von Audio/Video-Dateien, die während des Downloads abgespielt werden. Szenario: Betrieb einer Website, die auch Media-Downloads anbietet. Definition: Kontrollierte Auslieferung der Audio/ Video-Inhalte näherungsweise in Echtzeit zum Client ohne Zwischenspeicherung. Szenario: Auslieferung an mobile Geräte oder die Übertragung von Live Events. Progressive Download Streaming

Welche Methode ist die richtige? Progressive Download Streaming

Drei Möglichkeiten… Windows Server 2008 Progressive Download Hybrid Ansatz ________ IIS 7 Media Pack Streaming Windows Server 2008

IIS Media Pack Multi-media Module integriert im IIS Bit-Raten Drosselung Web Server Playlist Bietet Streaming zusätzlich zum traditionellen Progressive Download Expression Media Encoder und Silverlight Unterstützung (Web Media Platform) Breite Unterstützung an Media-Formaten und Clients

Bit-Raten Drosselung Warum ist die Bit-Raten Drosselung wichtig? Keine Bandbreiten-Kontrolle mit traditionellen HTTP downloads möglich Drop-off Punkt in den Video-Inhalten: Typische Video-Sites < 20% Microsoft.com – 38% microsoft.com video drop-off points, 4/2007 Anzahl Benutzer Gesehene Inhalte Prozentual

UngenutzteBandbreite Bit-Raten Drosselung Video-Downloads sind kostspielig! Not Throttled Throttled UngenutzteBandbreite €

Frontend Komponenten 3/28/2017 2:31 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Cross Browser Cross Platform Plug-In .NET Media Erfahrung RIA

Medien Unterstützung Video Qualität Flexible Entwicklung High Defition Video (720p) DVD-ähnliche Interaktivität und Overlays Flexible Entwicklung Integriert mit den AJAX frameworks SMPTE-standard VC-1, WMV und MP3 Video Auslieferung Live Streaming oder On-Demand Performanz, Skalierbarkeit und Kosten- vorteile gegenüber vergleichbaren Lösungen

{ Media made in Germany } 3/28/2017 2:31 PM { Media made in Germany } Demo PREMIERE INTERACTIVE SILVERLIGHT SHOWCASE © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Entwicklung mit .NET media & RIA web web desktop desktop

Entwicklung mit Silverlight JavaScript AJAX Unterstützt in beiden Silverlight 1.0 and 2.0 Versionen JavaScript kontrolliert HTML und JavaScript Volle Unterstützung mit ASP.NET AJAX .NET Framework Enthalten in Silverlight 2.0 Cross platform Version des .NET Framework Volle Unterstützung für VB und C# Entwicklung im Browser

Expression meets Visual Studio 2008… 3/28/2017 2:31 PM { Media made in FFM } Demo Expression meets Visual Studio 2008… © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Server Support for Silverlight Silverlight und ASP.NET Neue <asp:xaml> und <asp:media> server controls Web-service Support für Silverlight-Applikationen ASP.NET Membership, Profile und Application Service Integration Silverlight und IIS 7.0 Administration und Management Unterstützung für Application Services Web Farm Deployment und zentralisiertes Management Windows Media Server Streaming Unterstützung Neue IIS 7.0 Bandwidth throttling Module

Zusammenfassung PRODUKTION SERVER CLIENT Expression Encoder

3/28/2017 2:31 PM Fragen? © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3/28/2017 2:31 PM Vielen Dank! © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Ask the Experts Wir freuen uns auf Ihre Fragen: Technische Experten stehen Ihnen während der gesamten Veranstaltung in der Haupthalle zur Verfügung.

3/28/2017 2:31 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.