• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Journal of Internet Computing and Services
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• v.17 no.1
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• pp.101-107
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• 2016

Due to the recent advancement in digital imaging technology, development of intervention equipment has become generalize. Video arbitration procedure is a process to insert a tiny catheter and a guide wire in the body, so in order to enhance the effectiveness and safety of this treatment, the high-quality of x-ray of image should be used. However, the increasing of radiation has become the problem. Therefore, the studies to improve the performance of x-ray detectors are being actively processed. Moreover, this intervention is based on the reference of the angiographic imaging and 3D medical image processing. In this paper, we propose a guidance system to support this intervention. Through this intervention, it can solve the problem of the existing 2D medical images based vessel that has a formation of cerebrovascular disease, and guide the real-time tracking and optimal route to the target lesion by intervention catheter and guide wire tool. As a result, the system was completely composed for medical image acquisition unit and image processing unit as well as a display device. The experimental environment, guide services which are provided by the proposed system Brain Phantom (complete intracranial model with aneurysms, ref H+N-S-A-010) was taken with x-ray and testing. To generate a reference image based on the Laplacian algorithm for the image processing which derived from the cerebral blood vessel model was applied to DICOM by Volume ray casting technique. $A^*$ algorithm was used to provide the catheter with a guide wire tracking path. Finally, the result does show the location of the catheter and guide wire providing in the proposed system especially, it is expected to provide a useful guide for future intervention service.

• Journal of Broadcast Engineering
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• v.22 no.6
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• pp.829-849
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• 2017

Due to the large-scale TV display, the convergence of broadcasting and broadband, and the advancement of signal compression and transmission technology, terrestrial digital broadcasting has evolved into UHD broadcasting capable of providing simultaneous broadcasting of fixed UHD and mobile HD. The Korean standard for terrestrial UHDTV broadcasting is based on ATSC 3.0, the broadcasting standard of North America. The terrestrial UHDTV broadcasting standard chose that as a new AV codec standard, HEVC video codec which can compress with higher efficiency compared to AVC, and MPEG-H 3D audio codec for realistic audio. Also, DASH and MMT are adopted as transmission format instead of MPEG-2 TS to support broadband as well as broadcasting network, and in order to provide 4K UHD/mobile HD service simultaneously ROUTE multiplexing technology is applied. In this paper, we propose an audio/video encoder, which is required to provide HDR/WCG supported high quality video service, 10.2 channel/4 object supporting stereo sound service, fixed UHD and mobile HD simultaneous broadcasting service based on ATSC3.0, also we implemented the ATSC 3.0 LDM system for ROUTE/DASH packager, multiplexing system and physical layer transmission/reception, and verified the service ability by applying it to real time broadcast environment.

• Journal of KIISE:Computing Practices and Letters
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• v.9 no.4
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• pp.393-409
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• 2003

In this paper, we present a multi-task debugging environment for Qplus-T embedded-system such as internet information appliances. We will propose the structure and functions of a remote multi-task debugging environment supporting environment effective ross-development. And, we are going enhance the communication architecture between the host and target system to provide more efficient cross-development environment. The remote development toolset called Q+Esto consists to several independent support tools: an interactive shell, a remote debugger, a resource monitor, a target manager and a debug agent. Excepting a debug agent, all these support tools reside on the host systems. Using the remote multi-task debugger on the host, the developer can spawn and debug tasks on the target run-time system. It can also be attached to already-running tasks spawned from the application or from interactive shell. Application code can be viewed as C/C++ source, or as assembly-level code. It incorporates a variety of display windows for source, registers, local/global variables, stack frame, memory, event traces and so on. The target manager implements common functions that are shared by Q+Esto tools, e.g., the host-target communication, object file loading, and management of target-resident host tool´s memory pool and target system´s symbol-table, and so on. These functions are called OPEn C APIs and they greatly improve the extensibility of the Q+Esto Toolset. The Q+Esto target manager is responsible for communicating between host and target system. Also, there exist a counterpart on the target system communicating with the host target manager, which is called debug agent. Debug agent is a daemon task on real-time operating systems in the target system. It gets debugging requests from the host tools including debugger via target manager, interprets the requests, executes them and sends the results to the host.

• Journal of Broadcast Engineering
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• v.10 no.4 s.29
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• pp.557-575
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• 2005

Much research in core technologies has been done to make it possible the ubiquitous video services over various kinds of user information terminals anytime anywhere in the way the users want to consume. In this paper, we design plototypesystem architecture for the ubiquitous TV program content consumption based on user preference via various kinds of intelligent information terminals in digital home environment, and present an implementation and testing results for the prototype system. For the system design, we utilize the TV Anytime specification fur the consumption of TV program contents based on user preference in TV programs, and also use the MPEG-21 DIA (Digital Item Adaptation) tools which are the representation schema formats in order to describe the context information for user environments, user terminal characteristics, user characteristics for universal access and consumption of the preferred TV program contents. The proposed ubiquitous content mobility prototype system is designed to make it possible to seamlessly consume contents by a single user or multiple users via various kinds of user terminals for the TV program contents they watch together. The proposed ubiquitous content mobility prototype system in digital home environment consists of a home server, a display TV terminal, and an intelligent information terminal. We use 42 TV programs contents in eight different genres from four different TV channels in order to test our prototype system.

• Proceedings of the Korea Contents Association Conference
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• 2003.05a
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• pp.344-350
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• 2003

In this paper, we propose a novel sharing method ordering the events occurring between users collaborated with the common telecomputing environment. We realize the sharing method with multimedia data to improve the coworking effect using teleprocessing network. This sharing method advances the efficiency of communicating projects such as remote education, tele-conference, and co-authoring of multimedia contents by offering conveniences of presentation, group authoring, common management, and transient event productions of the users. As for the conventional sharing white board system, all the multimedia contents segments should be authored by the exclusive program, and we cannot use any existing contents or program. Moreover we suffer from the problem that ordering error occurs in the teleprocessing operation because we do not have any line-up technology for the input ordering of commands. Therefore we develop a method of retrieving input and output events from the windows system and the message hooking technology which transmits between programs in the operating system In addition, we realize the allocation technology of the processing results for all sharing users of the distributed computing environment without any error. Our sharing technology should contribute to improve the face-to-face coworking efficiency for multimedia contents authoring, common blackboard system in the area of remote educations, and presentation display in visual conference.

• Journal of the Korean Society for Marine Environment & Energy
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• v.15 no.3
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• pp.208-218
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• 2012

Numerical simulation technique has been developed to calculate microwave backscattering from water surface. The simulation plays a role of a substitute for experiments. Validation of the simulation was shown by comparing with experimental results. Water area observations by microwave radar have been simulated to evaluate algorithms and systems. Furthermore, the simulation can be used to understand microwave scattering mechanism on the water surface. The simulation has applied to the various methods for water area observations, and the utilizations of the simulation are introduced in this paper. In the case of fixed radar, we show following examples, 1. Radar image with a pulse Doppler radar, 2. Effect of microwave irradiation width and 3. River observation (Water level observation). In addition, another application (4.Synthetic aperture radar image) is also described. The details of the applications are as follows. 1. Radar image with a pulse Doppler radar: A new system for the sea surface observation is suggested by the simulation. A pulse Doppler radar is assumed to obtain radar images that display amplitude and frequency modulation of backscattered microwaves. The simulation results show that the radar images of the frequency modulation is useful to measure sea surface waves. 2. Effect of microwave irradiation width: It is reported (Rheem[2008]) that microwave irradiation width on the sea surface affects Doppler spectra measured by a CW (Continuous wave) Doppler radar. Therefore the relation between the microwave irradiation width and the Doppler spectra is evaluated numerically. We have shown the suitable condition for wave height estimation by a Doppler radar. 3. River observation (Water level observation): We have also evaluated algorithms to estimate water current and water level of river. The same algorithms to estimate sea surface current and sea surface level are applied to the river observation. The simulation is conducted to confirm the accuracy of the river observation by using a pulse Doppler radar. 4. Synthetic aperture radar (SAR) image: SAR images are helpful to observe the global sea surface. However, imaging mechanisms are complicated and validation of analytical algorithms by SAR images is quite difficult. In order to deal with the problems, SAR images in oceanic scenes are simulated.

• KSBB Journal
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• v.24 no.1
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• pp.1-8
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• 2009

In the past decade, we have observed rapid advances in the development of biochips in many fields including medical and environmental monitoring. Biochip experiments involve immobilizing a ligand on a solid substrate surface, and monitoring its interaction with an analyte in a sample solution. Metal nanoparticles can display extinction bands on their surfaces. These charge density oscillations are simply known as the localized surface plasmon resonance (LSPR). The high sensitivity of LSPR has been utilized to design biochips for the label-free detection of biomolecular interactions with various ligands. LSPR-based optical biochips and biosensors are easy to fabricate, and the apparatus cost for the evaluation of optical characteristics is lower than that for the conventional surface plasmon resonance apparatus. Furthermore, the operation procedure has become more convenient as it does not require labeling procedure. In this paper, we review the recent advances in LSPR research and also describe the LSPR-based optical biosensor constructed with a core-shell dielectric nanoparticle biochip for its application to label-free biomolecular detections such as antigen-antibody interaction.

• Radiation Oncology Journal
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• v.19 no.4
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• pp.369-380
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• 2001

Purpose : By developing on-line statistics program to record the information of radiation oncology to share the information with internet. It is possible to supply basic reference data for administrative plans to improve radiation oncology. Materials and methods : The information of radiation oncology statistics had been collected by paper forms about 52 hospitals in the past. Now, we can input the data by internet web browsers. The statistics program used windows NT 4.0 operation system, Internal Information Server 4.0 (IIS4.0) as a web server and the Microsoft Access MDB. We used Structured Query Language (SQL), Visual Basic, VBScript and JAVAScript to display the statistics according to years and hospitals. Results : This program shows present conditions about man power, research, therapy machines, technics, brachytherapy, clinic statistics, radiation safety management, institution, quality assurance and radioisotopes in radiation oncology department. The database consists of 38 inputs and 6 outputs windows. Statistical output windows can be increased continuously according to user's need. Conclusion : We have developed statistics program to process all of the data in department of radiation oncology for reference information. Users easily could input the data by internet web browsers and share the information.