Interview: Rick Sailor, Antonio Gimeno, Amino Technologies

For the past two years, Cambridge, England-based Amino Technologies, a relatively small company, has been ranked the number-one IPTV set-top box vendor in the world by ABI Research (it shipped its one-millionth IPTV set-top in the first quarter of 2007). Rick Sailor, the company's VP of sales for the Americas, and its marketing communications manager, Antonio Gimeno, recently spoke to [itvt]'s Tracy Swedlow about the reasons behind the company's success; its future product plans (which include support for Adobe Flash and which may also include the development of hybrid IP/DVB-C and IP/DVB-T set-tops); the challenges presented by MPEG-4 HDTV; the importance of interactive TV to IPTV operators; the future of the IPTV space; and much more.

[itvt]: Could you give us a little background on Amino?

Sailor: We were founded in 1997 in Cambridge, England as a software house providing consulting services, and we did that for around four-and-a-half years. We got into IPTV through two of our customers, Ericsson and Nortel: we developed a software stack for them to do IPTV on a single chip--and we were actually the first company to do that. Ericsson then said to us, "Well, now you need to come up with the necessary hardware in order to get that software to market." And we at first said, "Oh no. We're software people, not hardware people."

So that's basically how we got into the hardware business. And, of course, it turned out very well for us. We took that software stack and put it on two set-top boxes we developed: the AmiNET103 and the AmiNET110. We came up with the first single-chip MPEG-2 standard-definition box; the first single-chip MPEG-2 standard-definition and high-definition box; and the first single-chip MPEG-4 standard-definition box. Now, finally, all the chip guys have more or less caught up, and everybody else is jumping into this market: we're all going to have basically the same combo chip at the same time.

[itvt]: And today you claim to be the number-one IPTV set-top box vendor in the world, correct?

Gimeno: Yes. And I should point out that that's not just a claim we're making ourselves: we've been ranked number-one for the past two years--2005 and 2006--by ABI Research, based on the number of IPTV set-top boxes shipped to customers.

[itvt]: You've also succeeded in penetrating the US market, correct?

Gimeno: Yes. We enabled the first high-definition IPTV deployment in the US--with a company called SureWest Communications, which is based in Sacramento, California. We also enabled Cavalier Telephone to deploy the first MPEG-4-based IPTV service in the US. Something else we've been very active in in the US market is enabling IPTV connected-home solutions: for example, back in 2005, we worked with NTS Communications to enable them with a coax-to-Ethernet solution for the wireline connected home; and, in 2006, we worked with Pioneer to enable the first wireless IPTV connected-home solution in the US. So we have a lot of IPTV "firsts" in the US marketplace.

[itvt]: And you also have a strong presence in the international IPTV market, correct?

Gimeno: Yes. For example, we were the first company to integrate the AVS codec for the Chinese IPTV market--that codec was developed in China and it's pushed by that country's Ministry of Information and Industry. We also enabled the first high-definition IPTV deployment in Northern Europe--that was in the Netherlands with a company called Lijbrandt Telecom. And we enabled an Irish company--which I believe I'm not allowed to refer to on the record yet--to offer the first wireless connected-home solutions in Europe. That was in spring of 2006.

Sailor: Overall, we achieved our landmark one millionth set-top box shipment in Q1 '07.

Gimeno: And all of those boxes are pure IPTV boxes--not enhanced broadcast boxes.

[itvt]: What do you think has enabled Amino to become so successful in the IPTV set-top space. What's your "special sauce," so to speak?

Gimeno: I really think that our main advantage is our software--having really proven, bulletproof software that's been integrated with the products of many other companies in this space. So we're working from a very solid platform, all the way from the hardware layer to all these integrations with the various middleware companies, the conditional access companies, the browser companies, and so on. Also, when we launched the first set-top boxes based on our software--the AmiNET103 and AmiNET110--I think we hit the sweet spot in terms of price for performance; and I also think that the boxes' design was actually a factor in their success. As I'm sure you're aware, they are pretty unique-looking with their oval-shaped form factor, and this has helped a lot with our branding: our products are probably the only set-top boxes that you will instantly recognize, even if you don't see our logo on them. Even if you see them from a distance, you'll immediately know that they're Amino boxes. But, as I was just saying, the most important factors in our success have been the reliability of our software, and the fact that it's been integrated with so many other products in the IPTV chain. The industry definitely seems to recognize the quality of our platform: at the most recent IBC show, we won the Cable & Satellite International award for the best IPTV technology, beating out Microsoft.

Also, the market realizes that we have a lot of experience and a lot of reach. We have a presence in around 80 countries, on DSL networks, fiber networks and so on. We're a global player, and there really aren't many other global players in the IPTV set-top space at the moment.

[itvt]: One of the things that interests me about Amino is that you not only went from being primarily a software company to being a hardware company--whereas most companies seem to go in the other direction--but that you are apparently doing so well in a space where your competitors are behemoths such as Cisco/Scientific-Atlanta and Motorola...

Sailor: I think Antonio summarized the reasons behind our success pretty well. On the one hand, there's our boxes' design itself, which is very unique. Among other things, they've always been very small, because they're based on single-chip technology. I've actually got one of them sitting on my mantelpiece as a piece of art. But obviously, more importantly, the boxes are based on great software that's integrated with most of the major middleware platforms, conditional access technologies and VOD server platforms. I think people were impressed by the fact that they would just plug into an operator's network, update their software off of the multicast server, and the end-user would be up and running. They still work that easily today. The AmiNET110 has really become the ruler that all IPTV set-top boxes are measured by. It's still a great piece of hardware for doing MPEG-2 standard-definition television.

Now, of course, the challenge before us is to continue to lead the IPTV set-top box space, as the industry moves to MPEG-4. I think we've succeeded in doing that as far as standard-definition MPEG-4 is concerned. But, like everybody else in the industry, we're finding that the transition to high-definition MPEG-4 is difficult. As we get into these new chips, standardization--both from an encoder standpoint and a decoder standpoint--is a difficult issue: there are lots of variables out there, with all the different headends and with all the different configurations of--quote--"MPEG-4 H.264." It's a very difficult task to get enough software into a single box to compensate for all the variables of MPEG-4 H.264 HD. This is why everyone in the industry is having so many problems with it.

[itvt]: Obviously, your primary market is telcos. But are you targeting the cable industry at all?

Sailor: We're definitely looking at the cable industry. But, if they're interested in IP set-top boxes at all, they're usually only interested in what Antonio would described as "enhanced broadcast/hybrid" boxes--where the operator delivers, say, 125 channels over an RF based system, and then delivers VOD over IP. Just like Verizon is doing. So we are looking at hybrid boxes as one of our options for this year.

Actually, while the tier-two and three telcos are our primary market, we're not exclusively telco-focused. Here in the Americas, only around 70% of our business is with telcos. The rest of it is what we term "enterprise." That includes the hospitality space--we have partnerships with a number of systems integrators that specialize in deploying IPTV to hotels and motels and that use Amino set-tops. We actually offer a version of our set-top which we call the "H" version--"H," of course, standing for "hospitality." It comes in a metal box with three wings on it, and you can actually mount it to the back of a dresser or an armoire, so the set-top box can't go walking away. Our enterprise business also includes colleges and universities, and we're getting heavily into IPTV in the retail space: a lot of retail establishments are now using IP video for management and employee training. We're also now working on our second cruise ship deployment--it's on a ship based out of Miami. The ship has gone all-IP, and they've got a server with a thousand VOD videos on it that you can purchase and watch in your stateroom.

We also have a customer out of Seattle that's working with an airplane manufacturer to install our boxes underneath the seats in order to support an in-flight video service. This is an installation where the small footprint of our AmiNET125 comes in very handy: the box is literally only four inches square and half an inch thick.

[itvt]: How many HDTV deployments do you have?

Sailor: As you're probably aware, most of our HD deployments are of MPEG-2-based HD--so on fiber-to-the-home systems that have the bandwidth to handle 19.2 megs of video, without needing the kind of compression you get from MPEG-4. There are currently no copper/ADSL HD deployments in the US at least--certainly as far as I'm aware--as the MPEG-4 compression that would enable HDTV over copper is only now becoming feasible. So, in answer to your question, we've been doing MPEG-2 HD for about two years, and I would say that we have MPEG-2 HD deployments in seven to nine locations around the US--all of which are, of course, fiber-driven. Some of our HD customers are SureWest in California, Aztec in New Mexico, Utopia in Salt Lake City, Utah, SmartCity in Florida, the Indiana Video Network Group, and some companies up in North Dakota.

[itvt]: When it comes to interactive applications for your set-top boxes, you seem to work with partners rather than develop those apps in-house, correct?

Sailor: Yes. For example, we have partnerships with Accedo Broadband and G-Cluster for additional revenue-generating interactive TV games. We've also set up a business proposition for targeted advertising with a company called WhiteBlox--so for targeted advertising based upon specific video channels being watched. The reason why we don't develop a lot of interactive TV applications in-house is that it's a bit of a risk to spend a lot of time on developing software that may end up not necessarily being of interest to all our independent service providers.

Gimeno: We're Linux-based, which means that we have a very open platform: it's very easy for developers to take our SDK and build their own applications, and it also makes it easy for us to work with best-of-breed companies, such as Accedo Broadband.

[itvt]: What kinds of interactive applications are you seeing being developed for your boxes? Do you get the sense that there is a strong demand on the part of your customers for interactive applications beyond just EPG's and VOD interfaces?

Sailor: I definitely think there's a demand. One example of a company that we're working with in the interactive TV space is Innovative Systems, based in Mitchell, South Dakota. They're working with OpenTV on developing a middleware package that will support your standard EPG/VOD stuff, but that, among other things, will also be integrated with their voicemail systems--Innovative Systems also provides state-of-the-art voicemail systems. So you'll be able to use their IPTV platform to access your voicemail and various other enhanced features. They'll be doing field trials of the new service in the near future.

We have also announced a full partnership with SES Americom and NDS, where the new NDS Metro middleware and conditional access systems will be available on Amino set-top boxes. SES Americom offers a full end-to-end solution called IP-PRIME, which can help tier-two and three telcos to get to market quickly. Our AmiNET130 [HD H.264] and AmiNET530 [HD H.264 DVR] set-top boxes have been integrated to be offered as part of IP-PRIME.

So definitely I think there's a demand for new, revenue-generating, interactive applications to run alongside of IPTV video services. Remember that for telcos video is basically a breakeven proposition. However, video is a great "glue" service to bind the customer to you (i.e. to lower churn rate), so that you can sell them the full triple play of services--of which the high-speed Internet connection is the most profitable. So they're very interested in value-added applications that will allow them to grow their IP-based video services, and a lot of those applications are now in the development cycle. Among the things our customers are interested in is the ability to allow people to respond directly to commercials: so that if, for example, you're watching a football game and a commercial for Jim's Pizza Parlor comes on, you can click on it, view a menu, and order a pizza--and the pizza parlor knows where to deliver your pizza to because the MAC address of the set-top box tells them who and where you are. So I expect to see a lot of new ITV applications on IPTV systems in the not-too-distant future.

[itvt]: When you form partnerships with application providers--such as your partnership with Accedo Broadband--what's the business relationship? Do you share revenues from the applications on your set-top box?

Sailor: No, we haven't done any revenue-sharing from third-party applications on our set-top boxes--at least, not so far. It's typically just a matter of supporting the needs of our customers: they want to buy our set-top boxes and also want these services on them. Take ORB, for example. They have their software package running on our AmiNET125 box for a trial with a cable company. But that's just a matter of us supporting them, so that our customer can use both the ORB product and the Amino platform in their network: there's no revenue-sharing arrangement.

Gimeno: By the way, I think what we're doing with ORB is very interesting. Our set-top boxes are now compatible with their MyCasting application; and what this enables--and this is a very consumer-oriented feature--is the ability, via our set-top boxes, to share all kinds of user- generated content and personal media files through the TV. Basically, this integration provides similar levels of functionality to a media center PC--but in an inexpensive set-top box. With Orb running on your local PC, you can use the set-top box to show photos and videos, play music files, etc., on one or more TV's in the home.

[itvt]: Let's talk more about Amino's MPEG-4 H.264 set-top boxes...

Sailor: Sure. We have our basic MPEG-4 H.264 box, which is the award-winning AmiNET125. It supports MPEG-2 as well as MPEG-4. It's a low-cost box for standard-definition only--which means that it supports 70 to 80% of the TV sets in service today. Then we have the AmiNET130, which is an MPEG-2 and MPEG-4 box for standard- and or high-definition. That's currently our primary HD set-top box. And then we have the AmiNET530, which is an MPEG-2 and MPEG-4 standard- and high-definition set-top box with PVR functionality. It comes with a 160-gig hard drive.

[itvt]: How many MPEG-4 H.264 boxes have you deployed to date?

Sailor: I would say that we've shipped between 12,000 and 14,000 AmiNET130 MPEG-2/4 set-tops into the US, and that around half of those have either been deployed or are in the process of being deployed. The rest of them are with our distributors, ready to ship.

[itvt]: Are any of your customers currently using your MPEG-4 set-tops on a commercial basis?

Sailor: Most of them are just testing them at this point. Our only customer to have commercially deployed MPEG-4 to date is Cavalier Telephone, and that's for standard-definition only. They're using both the AmiNET124 and the AmiNET125, and they've deployed somewhere in the neighborhood of 10 to 12,000 boxes in the Richmond, Virginia area.

[itvt]: And what software is running on those boxes?

Sailor: They're using the Opera browser, Kasenna middleware, SecureMedia conditional access, and Kasenna VOD software.

[itvt]: You mentioned earlier that Amino--and all the other players in the market--are facing challenges in implementing and deploying MPEG-4 H.264. Could you talk about some of these challenges facing the industry?

Sailor: Well, MPEG-4 H.264 is a relatively new technology, and, because of that, the standards around it are not really clear. Each deployment has to be tuned somewhat, depending on which encoder you're using, what kind of network you have, how much jitter is in that network, which set-top box you're using, and which chipsets. There seems to be a lot of specific network and system configuration that has to be done. When you go from MPEG-2 down to MPEG-4, you take a lot of packets out of the stream, which makes it much more difficult for the set-top box to synchronize the video and the audio--to find where the video frames are and where they start and stop. In order to reduce the number of packets, you're taking out a lot of I-frames and some B-frames, so it just makes it difficult for the set-top box to know exactly where to start on both the video and the audio. This is exactly why channel-change time is a little slower with MPEG-4 than it is with MPEG-2: not as many packets.

[itvt]: Now, the AmiNET125, which just won the award up against Microsoft, is an MPEG-4 H.264 SD box...

Sailor: Yes. It's an MPEG-2/4 H.264 standard-definition box. It plays standard-def beautifully. The biggest problems with MPEG-4 are with HD. Now, I think we've done a good job of mitigating some of the problems with MPEG-4 by ensuring that our excellent software is backed up by excellent chips in our set-tops. We've always had a policy of using whatever the leading chips are at any particular juncture: so our first boxes had IBM chips; our next ones had Sigma chips; the AmiNET125 has the new TI DaVinci chip in it; and the AmiNET130 and the AmiNET530 have the new ST7109 chips. However, at the end of the day, what differentiates us isn't just the chip hardware--hardware isn't hard to copy: our software stack is the secret sauce that differentiates our set-top boxes.

[itvt]: Now, however good the software your set-top boxes are running may be, it still has to be updated via flash-downloads...

Sailor: Of course. Those updates could literally be done on a nightly basis--if you wanted--via the multicast server, because updates to data in the EPG take place very frequently. Different middleware providers update their EPG's at different rates: some flash-download every night, for a seven-day rolling forecast; some flash every other night, for five days of data; and so forth. But basically our boxes can be updated with new firmware at any time.

[itvt]: So, on average, how often are your boxes being updated in the field?

Sailor: Usually it's every few months. Though we had one middleware company that didn't do any upgrades for two years. They were just using established code and it always ran just fine. Most of the time, the middleware companies are the gatekeepers for the set-top box updates via their middleware servers. Even if the customer wants to update their boxes, they can't do it unless the middleware company flashes the boxes. Effectively, at this point, the middleware companies are controlling the set-top box updates.

[itvt]: Your boxes offer broadband Web connectivity, correct?

Sailor: Yes. We have Windows Media 9 support in them, and we'll soon be coming out with Flash support. So, if you, as a consumer, wanted to hook up one of our boxes to your high-speed Internet connection, you could use the TV as a monitor, and use the box to surf the Internet and watch broadband video in your livingroom.

Gimeno: Though, just to clarify what Rick just said: you couldn't as a consumer go out and buy one of our boxes in retail. Our Internet TV proposition is purely focused on the B2B environment. So we'd sell an Internet-connected set-top box to an ISP, a service provider, a content aggregator or whatever, and they'd then take ownership of using it to provide broadband video to the end-user.

Sailor: Exactly. We looked at both B2B and B2C, and the reason why our Internet TV proposition is purely focused on B2B has to do with standards, or a lack thereof: you think Windows Media 9 is simply Windows Media 9? Think again! Different sites do different things. That's why you see things on broadband video sites like, "Do you want to watch video on our site? Then download this application." You have to download their specific little piece of application software, so that you can watch video off of their site. I've got one of our boxes hooked up to an Internet connection in my house, and what happens is that I can go to one Web site and get video but no audio; go to another and get audio but no video; and--sometimes, when I'm lucky--go to a site and get video and audio all properly synchronized. It all depends on the specific Web site and what they've done with their encoders. So simply offering our boxes in retail wouldn't work: there's just not enough consistency and standardization out there to make doing that a proposition that would be satisfying to consumers. As Antonio just mentioned, the way we'll do Internet video is through a company like an ISP that will maintain a controlled environment for it. So what would likely happen is that consumers would sign up for a one- or two-year contract, and the ISP would mail them a set-top box that would always go to the ISP's own Web site whenever it was turned on. That way, the ISP would be able to control the format of the video, so that they'd know it was going to work properly.

[itvt]: But, if one of your IPTV customers wanted to use your boxes to let their subscribers surf the open Internet on the TV, they could do that, correct?

Sailor: Absolutely. Typically, an operator will VLAN-tag the video network and the Internet network into two networks. So, as long as they allow the MAC address of your set-top box to get to the Internet, you can use one of our boxes to surf the Internet. Actually, if your service provider wants to let you do that, we offer a little wireless keyboard that works with any of our boxes: you can type in any URL address you want, and our boxes will display the Web page on the TV. Now will you be able to access all the audio and video at all URL's? No. That's absolutely not going to happen. If a site requires you to download a player application, you're not going to be able to download that onto our set-top box. There is no loadable memory, like a PC, in the set-top box. But if it has a relatively standard video set-up, you're probably going to be able to view the video on that site.

[itvt]: You mentioned that you're working on enabling Flash on your set-tops. Does that mean that an end-user will be able to watch videos on YouTube, for example?

Sailor: Yes, absolutely. That feature's not available right now, but it will be.

[itvt]: Could you look into your crystal ball for a second, and let us know how you see the future of the IPTV industry and of the television industry in general?

Sailor: Sure. Typically, let's say, the end-consumer is paying the service provider $49 a month for a video package, and the service provider itself could be paying some $40 to $45 of that to the programmers. So at the end of the day, the service provider is making maybe $4 to $9 per customer per month on a $49 product. So right now, most of the money in the IPTV industry is going back to the programmers and broadcasters.

[itvt]: The profit margin is a little better for the operator when it comes to VOD, though, correct?

Sailor: Yes. The operator will typically make $2 on a $6 VOD movie. And with a $10 VOD adult movie, the operator will typically make around $7. So there's no question that VOD is where the best profit margin is with pay-TV services at the moment.

But, in general, the profitability of operating an IPTV service is really not anywhere near as robust as people would have you think, simply because most of the money is going back to the content owners. For telcos offering triple-play services, the most profitable of those services is actually broadband Internet connection--because remember that the amount of profit they can make from plain old telephone service is regulated by the government.

So what I think is going to happen five to ten years from now is that, instead of charging you $99 a month for a two-meg broadband Internet service and 200 video channels, the telcos will just provide you with a 20-meg or 30-meg pipe, with little or no video content. You'll then use that pipe to access the Web sites of Sony Pictures, Warner Bros, Fox or whoever; and you'll pay them, say, a $5-per-month subscription fee, plus an additional charge to download anything you want from their sites.

In other words, those video sites will become big programming libraries, and all the telco will be doing is providing you a big enough pipe to watch whatever you want when you want it. My guess is that, from a business case standpoint, the telcos will end up opening up the pipe all the way, and I actually think the content providers will be the ones who will help drive that. So the consumer will pay the video content providers directly based upon how many and what video products they watch. I will be able to order and watch a series of shows when I want them, not wait for them to play in the time slot they are currently scheduled for. So the content providers will be getting paid directly from the consumer at more margin per person than they are making now; and the service provider will be making a better profit margin as well. There is much less overhead to support--no video headend equipment, except for local re-broadcast--while selling a higher-speed broadband connection for $69 to $89 a month, and so the service provider will keep most of those dollars. Watching television will become like using your library card: watch and pay for what you want, when you want it. Why should I have 200 video channels running in the background with no one watching them? And why shouldn't I get access to the other hundreds of thousands of videos available out there, if I want to pay to watch them?

[itvt]: Other than the obvious difference that Amino exclusively serves the IPTV industry, how would you say the company differs from traditional set-top box companies?

Gimeno: Some traditional set-top box companies with a lot of success in the cable and satellite spaces have a history of working with a relatively small number of very large customers, and working with each of those customers to customize their boxes to the point that they're--in effect--providing a different box to each customer. Amino, on the other hand, works with a much larger customer base--we have over a thousand customers worldwide, in all kinds of different markets and network environments. And what that means is that we've had to develop our hardware and software so that they will allow future applications to be deployed across multiple different markets and geographies, and by multiple different types of operator customer. Which has resulted in our boxes being very flexible: normally, when a new customer comes to us, we've already got a box that's completely suited to their needs, and that doesn't need any additional customization.

[itvt]: When you're pitching a telco on your set-top boxes, what kinds of arguments do you make?

Sailor: Well, all that is made easier by the fact that our reputation here in the Americas is absolutely fantastic: we've been operating here for almost four years now, and something like 65 to 70% of all pure IPTV set-top boxes deployed in the US in 2006 were Amino boxes. So we can point to our reputation and our past performance. Plus, with single-stream-based set-top boxes, you can install as many set-top boxes in the home as required. If you need two HD set-top boxes in a home, you can install them; if you need four to five SD set-top boxes in a home, you can install them. We also support different home-networking arrangements to avoid the need for rewiring the home. Smart Foot uses HPNAv3 to provide Ethernet over twisted pair or Coax cable. You can also provide video services with wireless home networking solutions like Ruckus Wireless, or with powerline solutions.

I also think people are aware, from attending tradeshows, that most of the encoder vendors, CA providers and others doing IPTV use Amino set-top boxes for their demonstration purposes: you can easily set up all our set-top boxes with up to 999 channels and not need middleware for an IPTV demo. And so people know that they'll perform as well in the customers' homes as they do in all these demos.

[itvt]: What are Amino's short-term and long-term priorities from a product-development perspective?

Sailor: Our short-term priorities are finishing up our low-cost, standard-definition box, the AmiNET125--so getting additional middleware and conditional access systems integrated; then the AmiNET130, which will be our main HD box; and, right after that, the AmiNET530, which is our HD PVR. Long-term, we're exploring options for a hybrid box that would support DVB-T or DVB-C--so digital terrestrial or cable--and that would have IP video support for VOD services.

URL: Amino Communications

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