Post on 28-Nov-2014
description
Cloud or not to Cloud, that is the question!
Nick Fielibert
CTO, Video Technology, SP EMEAR
Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Future of TVDrivers for Change
Technology
• More devices and screens
• Ubiquitous and smarter networks
• Better video quality
• General Purpose Computing
• Elastic Compute Power in the network
• The Home gets a new focus
Business
• Content rights evolve
• Devices (and UX) lead loyalty
• Improved service agility
• New business relationships and competition (OTT)
Consumer
• The omnipresent nature of content
• Story-telling from device to device, place to place
• Make it easy for me AND fun
• Minimize the pain of paying, and protect my personal data
• Give me the best experience possible (highest ROI)
• Want new experiences faster (4K TV)
Cisco Public
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There is a competitive sweet spot available to all players offering video services
• OTT Players have greater agility than traditional players
• Traditional players have potential to provide a broader offer/richer experience
• Need to solve offer breadth and agility trade-off to be more competitive
OfferCapabilities& Flexibility
Operational Agility
Low
Low
High
High
Service Provider
Competitive Sweet Spot
ConsumerElectronics
OTT Player
Content Owner
Source: Cisco Consulting ServicesCisco Public
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Creating a consistent/Aggregated User Experience
• Consumers care a lot more about their experience with the TV service (UX)
• Increased content choice requires strong integration of brands, channels, widgets and social networks
• Unified access across all content sources:
Broadcast
On-demand
Personal
OTT
• Personalized content through search and recommendations
• Operates across all applicable devices
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Unified ServicesRemove information silos
Enable instant access to allcontent sources anywhere
Scalable EconomicsSave on CPE development
Flexible on-demand pricing
Centralized management
Scalable Infrastructure
Robust server infrastructure
Reliable and consistent quality of service
Web IntegrationSocial network integration
Personal recommendations
Targeted Advertisements
Real Time Updates
Efficient, real-time analysis
Improves insight and decision making
Faster Time-to-Market
Faster deployment of new features on more devices
Reduced development cycles
Utilizing Cloud capabilities can help operators to move to this sweet spot: offer breadth, fast time-to-market and scalability
Cloud Proposition
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Impact on platform: Traditional Approach
Serv
er
(HE/C
loud
) Clie
nt (C
E/C
PE)
VOD Metadata
Linear Metadata
Streamer
Application suite:• EPG• VOD• Search• DVR• Parental
Control• Etc.
A/V Player
RTSP, HTTP
MPEG TS
Control Plane
Data Plane
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Thin Client Architecture
Serv
er
(HE/C
loud
) Clie
nt (C
E/C
PE)
HTML5 hosted UI
Backend services
Streamer
Browser(app)
A/V Player
HTML5/CSS3…
REST/JSON JS
MPEG TS/ABR/HTTP/RTSP/…
Control Plane
Data Plane
Thin clients drive to all IP and is also the best way to converge between Cable and DSL/Fiber access
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What moves to the cloud, what stays in box?
• Service Discovery
• Based on a cloud config file download/update model
• Good simplification of stack
• UX (using Open UX)
• Linear guide
• VOD guide
• Search
• Recommendations
• Purchasing
• Self-care, User Account/HH management
• Local and Cloud Hybrid DVR Management/scheduling
• Device and Home Network Management Remote and Self Care
• Using Cisco Home Prime WebAPIs
• DVB support
• Playback content
• Caches for various parts of control data to allow for functionality in case of loss of connectivity
• Parental control – on STBs
• Device Diagnostics – on STB
• Power Management – on STB
DC/Headend CPE
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Can a CE, unmanaged device deliver?
Continued explosion in video-capable devicesDifferent device classes following different
performance/capability trajectories
The challenges
• Fragmented market
• Fast-moving market
• CE manufacturers have a different agenda
• Security (DRM)
• Recording and distribution in the home
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So what is the solution?
• The set-top box!
• Set-top fulfills the role of providing the best possibleQuality of Experience to the subscriber
• Augmented by other unmanaged devices in the home
• Are they changing?
• Yes, greatly
• Form factor, connectivity, performance, memory, graphics, etc.
• Not to mention software environments…
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Summary
OTT providers are on the hunt!
SP’s will have to bring Opex/Capex in line with the new competitors
Service velocity by deploying Thin SW stacks with applications moving to the cloud
Control of device and device SW is the only way to guarantee QoE and Scalability
Cisco Public
Thank you.