"An integrated digital medium combining several media presented in an interactive manner."
The Dual Multimedia Value Chain
The reason it is called a "dual" chain is because it comprises two chains, namely : the Multimedia Support Services/Products chain and the Multimedia Services/Products chain. Both chains have three components respectively, with the former having Technology Building Blocks, Network & System and Software & Content. The latter has Content & Presentation, and Marketing, Distribution & Business as its components. The lower chain provides support to the Multimedia Services/Products chain.
The idea behind the Dual Chain is to illustrate how the activities of the University, which is Multimedia and IT oriented, fits into the various components mentioned earlier, starting from upstream Technology Building Blocks to downstream Presentation. Generally, the Multimedia Dual Chain covers four major disciplines of studies: Engineering (left hand side of lower chain), Information Technology (right hand side of lower chain), Creative Multimedia (left hand side of upper chain) and Management (right hand side of upper chain).
The following show the definitions and examples of activities of the various components mentioned above.
Definition of Multimedia Services/Products and Examples of Activities - Content & Presentation
Content Creator
Definition1:-
Directly creating multimedia/IT-based content that will provide users with richer interactive experiences of knowing, learning, entertaining, working, socialising and living
Examples:
Creating multimedia content
Educational CD-ROM
Gaming Software
Digital Entertainment
1Reference: Multimedia Development Corporation
Packagers
Definition:-
Developing and providing 'value added' multimedia content:
Developing bundles of on or offline materials
Deploying multimedia technologies for adding value to other multimedia content
Examples:
Bundling online/offline material
Bulletin board system
Information provider
Interactive advertising
Information System
Deploying multimedia technologies
Database (DBMS)
Virtual Reality
Search engines
Definition of Multimedia Services/Products and Examples of Activities - Marketing, Distribution & Business
Distribution
Definition:-
Providing multimedia distribution channels that allow multimedia content to be distributed to planned customer premises or devices:
Content hosting
Backbone network
Access pipelines (narrowband, semi-broadband or broadband networks)
Examples:
Content hosting
UNIX or NT-based server for Internet hosting
Backbone network
ATM
Access pipeline
Narrowband - Internet Phone
Semi-broadband - Cable Modems, ISDN
Broadband - Fibre
Gateway
Definition:-
Providing multimedia distribution gateways linking users to otherwise unconnected or incompatible networks:
Technical solutions
Customer services enabled by telecommunications and IT
Examples:
Technical Solutions
Transport protocol
Services
Cyberpreneurship Development
Technology Forecasting
Definition of Multimedia Services/Products and Examples of Activities - Technology Building Blocks
Semiconductors and Optical Devices
Definition:
Developing semiconductors, and/or other components that perform specific functions critical to the operation of a larger system or subsystems:
Semiconductors
Key multimedia, computer, or IT components
Other niche components
Examples:
Semiconductors
RISC microprocessor
Nanotechnology
Optical Components and Devices
Other integrated circuits design
Key components
Cache memory
Fibre Optic lasers
Niche components
Imaging
Smart Cards
Video Computing
Customised chips
Subsystems
Definition:-
Developing physical equipment that performs specific functions to data structured in standard protocols and formats at the behest of software based institutions:
User device
Storage
Serving
Distribution
Other IT subsystems
Examples:
User device
Software (refer to Software)
Hardware
Computers
SAR Interferometry
Scatterometer
Storage
Information warehouse
Data storage array
Serving
Mainframe/servers
Central office/headend server
Distribution
Ethernet switch
Definition of Multimedia Services/Products and Examples of Activities - Network & System
Central & Distribution Systems
Definition:-
Designing and developing the architecture of networks comprising a host of distributed systems and other supporting technologies that will create a central and distributed network to be accessible by an aggregate pool of customers.
Examples:
Architecture of Networks & Distributed System
LAN/WAN architecture
Internetworking
Network
design
optimisation
Management
Neural Networks
Broadband Transport & distributed network
Distributed media
Network Platforms
Definition:-
Developing networking technologies or services that will connect disparate technologies into a coherent network element, including linkages with legacy systems:
Creating a Software operating system or an open/priority hardware
Provision of technical networking services
Examples:
Creating a Software operating system or an open/priority hardware
Network computer
Routing software
Workgroup software
Provision of technical networking services
High Speed & Broadband networking
System integration
Definition of Multimedia Services/Products and Examples of Activities - Software & Content
Software
Definition:-
Developing software and applications to provide an operating platform or a set of integrated capabilities necessary for a user to engage in a specific electronic/multimedia activity:
Software
Standardised applications
Customised applications
Examples:
Software
Operating system
Communication system(recognition system or input/output system for data, voice, image, video or bio data)
File sharing utilities
Standardised application
Accounting software packages
Customised application
Neural networks
Fuzzy-logic systems
Biometrics
Bio-informatics
Support Services
Definition:-
Providing support and professional services to the multimedia users and organisations, including installation, usage, training, security, billing and transactional services.
