Nokia has launched a new cloud-based platform to allow broadcasters to design content applications, as it looks to cash in on what it said was the beginning of the end of the set top box and the start of more personalised services.

The new Virtualised User Experience Platform (UXP) enables TV operators to create a single user experience for content that will be automatically rendered for all types of device.

While many other content delivery functions, such as recording and personalisation, have been moved into the operator cloud, Nokia now aims to host user applications in the cloud rather than on a device or set-top box.

In addition to caching content for future watching across multiple devices, the UXP can automatically personalise the experience based on the viewer, location and time, Nokia said.

For example, it can analyse the data of viewers, including social media interactions, to provide an understanding of viewer intent, and allow viewers to curate their own content.

The platform, part of Nokia’s Velocix portfolio of IP video solutions, can be used by operators under a software-as-a-service model or as a privately hosted platform.

Paul Larbey, Head of Nokia's IP Video business said: "Content and content services are becoming more and more personalised.

“The aspects of a content service that control delivery, personalisation and self-curation are rapidly being virtualised, moving from the home and proprietary devices into the cloud.

“The Velocix Virtualised UXP gives television service operators the ability to virtualise the user experience as the STB fades and is replaced by the cloud and ‘BYO’ consumer devices."

Nokia said the platform would support its ‘Any Vision’ concept of TV, which it outlined in a new whitepaper.

The report, ‘From Television to Any Vision’, suggests that by 2025 consumers will be able to watch any content on any device at any time, with content providers able to automatically recommend programming based on a range of criteria such as personal interest and social media activity.

This will be facilitated by improvements in screen technology, the increasing use of projectors to turn flat surfaces into screens and the addition of new form factors such as head-mounted displays for virtual reality.

“As the explosion of video delivery options continues to feed that demand, we believe television as we know it today will be unrecognisable by 2025," said Larbey.

"We are seeing the changes already,” he added.

“The challenge for operators is helping it all evolve in a coherent and connected fashion that maximises the power of the technologies driving innovation.”

Read more: Nokia revises 2017 outlook but Apple deal brings cheer to CEO Suri

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