Company: BLUROSSO TECHNOLOGY SPAWeb Site: www.blurosso.comCountry or Region: ItalyIndustry: Manufacturing

Company ProfileBLUROSSO TECHNOLOGY SPA is the developer of the Vivaldi Internet TV; an intelligent, connected multimedia device manufactured using luxury materials and Italian craftsmanship.

Software and Services Windows Embedded Standard 7 Microsoft Visual Studio Microsoft Visual C#, C

Hardware Intel Processor High Definition 55” and 65”LCD

Active TFT Matrix with S-MVA Technology

WiFi, Bluetooth, DVB-T, DVB-S connections

For more information about other Microsoft customer successes, please visit:www.microsoft.com/casestudieswww.microsoft.com/embedded

“Microsoft Windows Embedded is like an open door to a wide variety of multimedia applications,

BLUROSSO Brings Luxury and Intelligence to Internet TV

Windows Embedded Standard 7 - A Solution for Next Generation Consumer DevicesThe concept of combining intelligence and luxury has been proven in automobiles and mobile phones. Now BLUROSSO, a manufacturer in Italy, is adopting a similar strategy to consumer devices. The company has come up with a new way of combining a wide range of multimedia functionality into one device – BLUROSSO i-TV. Microsoft Windows Embedded Standard 7 powers the networked digital television, bringing security, stability, and compatibility with thousands of interactive applications and devices.

SituationGlobal manufacturing has shifted the production of consumer electronics products to Asia, leaving companies in Europe and the U.S. searching for new ways to add value and enhance the customer experience with innovation.

BLUROSSO founder Claudio Nori saw the connected “Internet TV” (I-TV) as a clear way to differentiate. He imagined a high definition TV with embedded high-end audio components, Blu-ray player, and high flexibility in terms of connectivity and full Internet access.

“Our vision is to create the perfect device for convergence of the Internet and television,” says Nori. “People don’t want a PC and keyboard in their living area. They want an entertainment system simple enough that anyone can use, but powerful enough to access their personal videos, music, and pictures, as well as to navigate the full range of multimedia available on Internet sites like YouTube and Hulu.”

There were several important go-to-market requirements from an operating system

perspective. BLUROSSO needed a small footprint embedded OS for a low-power, fanless computer design.

“We were looking for compatibility with many off-the-shelf multimedia applications, devices, and connectivity options,” recalls Riccardo Costacurta, General Manager, BLUROSSO. “We also wanted an OS that was flexible and open enough to ensure expandability and the ability to add new technologies in the future.

To support fast time to market, its development team needed first-rate tools and technical support. Finally, the OS had to provide security, stability, and a fast boot time. “Consumers will not wait for a TV to

BLUROSSO i-TV

boot-up or crash,” says Costacurta. “That is simply unacceptable.”

SolutionBLUROSSO evaluated the possibility of using an embedded Linux OS. “Weconsidered Linux because it is open source, but few multimedia applications were compatible with Linux, nor did we see a professional level of support,” states Luca Caregnato, Software Developer, BLUROSSO.

The development team chose Windows Embedded Standard 7, which offers the power, familiarity, and reliability of the Windows 7 operating system in a componentized form, along with compatibility with thousands of existing Windows applications and drivers. The main application, user interface, and most of the other system software was written by the BLUROSSO team using Visual C#. For certain low-level applications and interactions, it used C and dedicated compilers for fast performance.

The team also built a customized Internet browser using C# and Visual Studio. The browser allows users to zoom in and zoom out of a website using the remote, replicating the TV experience on the Internet.

“Developing a Windows Embedded system was a new experience for us, so we valued having familiar programming tools and MSDN as a support resource,” says Caregnato. “For example, we had an issue implementing a shell customization. We posted a question on the MSDN forums and got all the information we needed.”

The final product, Vivaldi Internet TV, is priced at € 11.000 and is intended for a high-end market. It exhibits all the qualities of bespoke handmade manufacturing. The product is manufactured with prestigious materials like Italian leather, aluminum, and carbon fiber, marble: it’s a unique, very exclusive product. It includes a Virtual Dolby Surround sound system, Blu-Ray player, built-in webcam and more.

BenefitsThe Vivaldi I-TV offers several benefits for consumers, starting with simplicity and ease of use. There is just one power cable and no components to connect.

“Vivaldi reduces the number of devices in the living area by consolidating multiple functions into the intelligent connected I-TV,” explains Nori. “One remote control handles everything and launches most functions with one click. There is virtually no limit to content and services, and the images and sounds are very high quality.”For BLUROSSO, using the embedded OS platform for its consumer device meant faster time to market. “We needed to build a working prototype quickly to gain interest from distributors at major European electronics

fairs,” recalls Caregnato. “Thanks to the support of Microsoft and the quality of Windows Embedded technology, the system software development took just four months, and we met all of our critical deadlines.”

Windows Embedded also allowed BLUROSSO to add critical innovative features. For example, the embedded enabling feature “hibernate once/resume many” (HORM) enables Vivaldi to boot up in less than 15 seconds.

BLUROSSO developers leveraged Smooth Streaming, an IIS Media Services extension that enables adaptive streaming of media to Silverlight over HTTP. “Smooth Streaming provides a high-quality viewing experience on a connection as low as 500kbit/sec, making true HD 1080p media experiences a reality for Vivaldi customers no matter where they are located,” says Costacurta.

Compatibility is another major benefit for BLUROSSO. “Microsoft Windows embedded is like an open door to a wide variety of multimedia applications, devices, and services,” claims Nori. “It seems like every new portable and wireless device is Windows-compatible.”

Expandability was one of BLUROSSO’s key requirements, and the OS offers numerous options. “We are exploring the possibility of using gesture control technologies as our primary user interface, and are planning to provide integration with Windows Phone 7 handsets,” reveals Costacurta.

Finally, BLUROSSO benefits from the global brand name recognition enjoyed by Microsoft Windows. “This product is about having a luxurious, yet intelligent, experience,” concludes Nori. “Microsoft’s reputation for innovative, high-quality technology complements the image we want to convey, built on Italian taste and style.”Keyword: Connected Media Devices; Network Digital Televisions

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

Document published April 2011

“This product is about having a luxurious, yet intelligent, experience. Microsoft’s reputation for innovative, high-quality technology complements the image we want to convey, built on Italian taste and style.”Claudio Nori, CEO, BLUROSSO