Extremeblue Three Months at CRL, IBM Bai Xiaojing 2003-11-25

extremeblue

Three Months at CRL, IBM

Bai Xiaojing

2003-11-25

extremeblue

CRL

China Research Laboratory, 1995

Speech Group ViaVoice

NLP Group Automatic Summarization

Text Retrieval

http://www-900.ibm.com/cn/ibm/crl/index.shtml

• Desktop• Retail

• OEM: 联想 汉王 • Telephony

• Tom.com• Name Dialog• Banking System (ICBC)

• Embedded• PDA: HTC (TW)• Telematrix

• Auto Summarization• Single Document

Options: Keyword, Length,

Title, synonym, discourse, etc.

• Multi Documents

• Text Retrieval• Input

Keyword + Documents

• Output

Text retrieved

Relevancy Ranking

extremeblue

Extreme Blue Start Something Big

History Started in 1999 with 25 summer interns in Cambridge

Now more than 150 students in 10 worldwide labs each year

EB, China 2002 IP TV

Blue Guide

EB, China 2003 Multimedia Message Service

Dynamic Work Force Management

Media Blue

extremeblue

Media Summary Team 2003

A FastTrack to the Colorful Media World …

extremeblue

Media Summary Team

Zhou Mi

Bai Xiaojing

Zhou Xiaoming

Sun Pei

Zou Jianfeng

Ge Jiayin

Xue Liang

extremeblue

Dear Mentors

IBM Technical Mentor

Dr. Qin Yong, CRL Speech Team

IBM Business Mentors

Ms. Hu Jie, Software Group

Mr. Zhou Ziming, CRL BD Team

extremeblue

What is media blue?

An intelligent media archiving and retrieving system based on state-of-the-art technology for speech recognition and natural language processing, providing an unparallel way for end-users to access the media content.

Speech Recognition Natural Language Processing

Media Blue

extremeblue

Agenda

Business Technical

Executive Summary

Market Analysis

Competitive Analysis

Financial Summary

Risk Analysis

extremeblue

Executive Summary

Media Blue has great market potential. The market size is expected to be $640 millions.

Media Blue will create $12 million revenue in 5 years.

Currently we don’t have direct competitor. Moderate competition is expected in 2006.

MarketAnalysis

Competitive Analysis

Financial Summary

extremeblue

Agenda

Business Technical

Executive Summary

Market Analysis

Competitive Analysis

Financial Summary

Risk Analysis

extremeblue

Media BlueMedia Blue can improve TV program production. can improve TV program production.

InterviewInterview ProductionProduction BroadcastingBroadcasting

Media Blue can help here.

Topic

Where can we help?

extremeblue

Media content management

Analog Stage

• Index paper card• Get tape from library• Play tape• Find frame

MediaBlue

• Search on content• Locate frame on keywords• View summary to get main idea

• Search on titles and abstracts• Mouse drag to find frame

DigitalStage

• Time-consuming to find relevant media• Hard to locate the key frames• Unable to get the main idea of media quickly

Customer

Pain

extremeblue

Market size

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2002 2003 2004 2005 2006 2007 2008 2009 2010

Billion RMB

Source: Broadcast & TV year book 2002

extremeblue

TV Production: a fast-growing industry

ChinaTV Industry

High-speed growth over 25%

yearly

Government deregulation

TV revenue GDP

Globally: 1.5%

China’s entryinto WTO

=0.8%

extremeblue

Other fields we will enter in the future

Health Care

E-LearningGovernment

MultimediaMultimediaIndexingIndexing

MediaRadioPaper Media

SOE HospitalSOS International

Fortune 500UniversityConsulting Firm

CourtPolice

extremeblue

Agenda

Business Technical

Executive Summary

Market Analysis

Competitive Analysis

Financial Summary

Risk Analysis

extremeblue

Strength

Seamless embedded into workflow

Strong media industry background

Early market entry

SWOT: Strength and Opportunity

Opportunity

Media digitalization

Soar of TV program volume

Growth of market acceptability

It is the right time that we enter the market.

extremeblue

SWOT: Weakness and Threat

Weakness

Exclude movie, TV series and MTV

Threat

Potential entrants

Marketing strategy:

Develop CCTV and SMG to be our first customers Bundle our solution with media digitalization solution

extremeblue

Vendors Target Industry ASR Entry StrategyPossibilit

y

DomesticMain

Players

Telecommunication, Banking

ChineseOffer ASR engine to collaborate with integrators

LowToy, Households appliance

ChinesePromote corporate internal media archiving and retrieving to current collaborators

Global Main

Players

Government, Media No Invest on Chinese phonetic R&D Promote

High

NewsEnglishChinese

Combine audio retrieval with audio signal to apply in media industryInvest on DATS to apply in news industry

Government, MediaEnglish, Arabic

Chinese, Spanish

Collaborate with strong media integrators

Personal, corporateChinese, English

Promote corporate internal media archiving and retrieving to current customers

Other Players

Corporate No

Collaborate with ASR engine supplier

Moderate

Potential Competitors

is the only system offering intelligent media retrieval in China.

Strategic Strategic

AlliancesAlliances

extremeblue

Agenda

Business Technical

Executive Summary

Market Analysis

Competitive Analysis

Financial Summary

Risk Analysis

extremeblue

1 5

17

3

16

12

5

35

40

8

0 10 20 30 40 50 60

2004

2005

2006

2007

2008

0 30025020015010050

120

140

185

250

300

TV Station

IPP

CCTVProvince

Large CityReignIPP

Estimation

The monopoly position will be changed after 3 year.

The market share will be reduced to about 30% in 2008.

The market acceptability grows tightly in the first 3 years and soars to 30% till 2008.

Market growth

IPP: Individual TV Program Producer

TV station market starts fast growing period from 2005 to 2007 and IPP market soars from 2006.

extremeblue

0

1

2

3

4

2004 2005 2006 2007 2008

RevenueFCF

$Million

Assumption Our revenue comes from turn-key projects. R&D investment is 10% of revenue annually. Tax rate is 33%. Annual discount rate is 8%.

Initial R&D investment is only $0.5 M based on the advanced technology of IBM.

Profitability

$12M Revenue will return in 5 years.

extremeblue

Business Technical

Agenda

Executive Summary

Market Analysis

Competitive Analysis

Financial Summary

Risk Analysis

extremeblue

Market Share

Market share is threatened by potential entrants

such as BBN, FastTalk, HP.

Marketing media asset management concept

Utilize industry background to win business case in the beginning

Development

TV station market saturates in

about 5 years.

Enhance potential application industry research such as government, health care

Establish strategic alliances to develop new market

Risks & Strategies

extremeblue

Business Technical

Agenda

Future

Objective

Challenge & Solution

Live Demo

Implementation

extremeblue

What we want to do?

Media Blue Media Blue

Intelligent SearchIntelligent Search

Fast TrackingFast Tracking

Auto SummarizationAuto Summarization

Use transcripts to trace the media

extremeblue

Business Technical

Agenda

Future

Objective

Challenge & Solution

Live Demo

Implementation

extremeblue

What we started with?

Time stamping

Speech recognition

Sentence boundary detection

Summarization

Text retrieval

Query words spotting

Audio Audio Text Text

extremeblue

The Gap?

How to transcribe the media?

Media-in and Media-out

How to link media with transcript?

How to use this linkage?

extremeblue

How to link media with transcript?

•Alignment

•Indexing

•Alignment

•Indexing

Media FileMedia File TextTextTimeStampTimeStamp

extremeblue

How to link media with transcript?

•Alignment

•Indexing

•Alignment

•Indexing

TranscriptTranscriptTimeStampTimeStampMedia FileMedia File

extremeblue

The Gap?

How to transcribe the media?

Media-in and Media-out

How to link media with transcript?

How to use this linkage?

extremeblue

How to use this linkage?

NLPNLP

Text Text RetrievalRetrieval

Retrieved MediaRetrieved Media

• Intelligent Search

• Auto Summarization

• Fast Tracking

• Intelligent Search

• Auto Summarization

• Fast Tracking

extremeblue

How to use this linkage?

NLPNLP

Summarization

• Intelligent Search

• Auto Summarization

• Fast Tracking

• Intelligent Search

• Auto Summarization

• Fast Tracking

Media SummaryMedia Summary

extremeblue

How to use this linkage?

NLPNLP

Query Words Location

PlayPlay

PlayPlay

• Intelligent Search

• Auto Summarization

• Fast Tracking

• Intelligent Search

• Auto Summarization

• Fast Tracking

extremeblue

The Gap?

How to transcribe the media?

Media-in and Media-out

How to link media with transcript?

How to use this linkage?

extremeblue

Business Technical

Agenda

Future

Objective

Challenge & Solution

Live Demo

Implementation

extremeblue

Architecture

Media Description DBMedia Description DB Media StorageMedia Storage

Web ServerWeb Server Media ServerMedia Server

XML DataXML Data ASX DataASX Data

BrowserBrowser Media PlayerMedia PlayerClient

Meta Data Layer

Server

Data Bank

extremeblue

Supporting Environment

• Microsoft Visual C++ 6.0

• Sun Java 2 SDK 1.4.1

Programming Languages

• ViaVoice 8.0 SDK

• NLP SDK

• Quick Time 6.3 SDK

SDK

Database • IBM DB2 7.2

• Windows Media Services 9Media Server

• Apache+Tomcat 4.1Web Server

extremeblue

Business Technical

Agenda

Future

Objective

Challenge & Solution

Live Demo

Implementation

extremeblue

Business Technical

Agenda

Future

Objective

Challenge & Solution

Live Demo

Implementation

extremeblue

Media Blue, Bright Future

Today, Media Blue means

the first platform for media retrieval in Chinese

extremeblue

Media Blue, Bright Future

Tomorrow, Media Blue means

easy plug-in

more fields of application

extremeblue

Media Summary Team 2003

extremeblue

A few more words …

Group spirits

Independent thinking

Business concept

Challenge

Management

extremeblue

Thank you !