Ci E2E Vid S l tiCisco E2E Video Solutions · Ci E2E Vid S l tiCisco E2E Video Solutions Assuring...

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Ci E2E Vid S l ti Cisco E2E Video Solutions Assuring Successful SP Transformation - Jan Bogaert © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 1

Transcript of Ci E2E Vid S l tiCisco E2E Video Solutions · Ci E2E Vid S l tiCisco E2E Video Solutions Assuring...

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Ci E2E Vid S l tiCisco E2E Video Solutions

Assuring Successful SP Transformation - Jan Bogaert

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

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Video Solutions – Today and TomorrowTraditional Sources Community Sources

NowPersonalized, On DemandU li it d t t

ThenBroadcast

Unlimited contentMultiple devicesReal time Mash-upsR idl h i t t

Limited contentSingle video deviceOne national line-up

Rapidly changing content popularitySocial community, user generated

Scheduled viewing

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IP bridges the Consumer Driven Experience gap:What They Want. When They Want It. Where They Want It. How They Want It.

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Internet Streaming - PervasiveOff i “O th T ” C Vid S iOffering “Over-the-Top” Consumer Video Services

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OTT Providers Offering spectrum of UGC & Premium VoD with Advanced NavigationService Providers can Partner with OTT Providers to Generate Delivery Revenue

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The logical questions to ensure a competitive advantage for an SP are…

Which services do consumers want and when?

Which services will drive both customer retention as well as profitable growth?

How will the consumer experience be managed?be managed?

Which service strategies will competitors pursue to differentiate their platforms?their platforms?

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Video services of Today..... and Tomorrow

Table Stakes Future ServicesDifferentiation

atio

n

Targeted Advertising

My Content AnywhereVideo-presence

Valu

e C

rea

VoiceData

Bundle Services

EPG

3rd Party Services

Unified Communications

Home S it

Start OverNanny Cam

Caller ID on TV

Video

DigitalCable

EPG

One Voicemail

SecurityNanny Cam

Long-tail Content

Family CalendarVideo

Niche TV

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timetoday

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In Europe SPs could increase satisfaction with improved content choices

Reasons for Dissatisfaction with Current TV Service (Q3/08) "Q325. Why are you less than fully satisfied with your cable/satellite TV service?"

(Among BB HHs unsatisfied with video service)

100%

U.K. (n=73, ±11%)

Italy (n=52, ±14%)

Spain (n=68, ±12%)

Germany (n=102, ±10%)

France(n=66, ±12%)

66%

50%52%

41%42%45%46%

60%

80%

atis

fied

33%29%

40%

19%

10%

37%

22%

35%

19% 19%

41%

29%24%

13%17%

42%

33%29%

9% 8%

25%29%

38%

23%17%20%

40%

% U

ns

0%Cost Lack of certain

channels orcontent

Service quality Poor customerservice

Faulty equipment Lack of or scarcityof important

features

Source: GDL: Entertainment 2.0 in EuropeS l b 5 069 b db d HH i E

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Sample base: 5,069 broadband HHs in Europe© 2008 Parks Associates

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Overall, consumers seem to love the “on-demand” entertainment experience

Opinions of Those Having Both PVR and on-Demand 1-10 Cable VOD Users Also With a PVR

37% 44%19%Having a DVR, I don't reallyneed on-demand

22% 78%Having on-demand, I don'treally need a DVR

19%75% 6%My cable service is betterbecause I have both on-

demand and DVR

0% 20% 40% 60% 80% 100%

8-104 7

8-10 – Strongly agree with statement4 7 Somewhat agree with the statement

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Source: Leichtman Research Group, 2006

4-71-3

4-7 – Somewhat agree with the statement1-3 – Do not agree with the statement

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“Start Over” and similar services shows promise

1. Service lets consumers watch previously aired programs within specified time framesTWC – select networks within

programming window

Vi i l t h ithi 7Virgin – select shows within 7 days

2. Attractive to consumer who do not understand time shifted TVVery simple

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Source: Company web sites

Very simple

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On-Demand TV growth…typical

Video On Demand Usage (Comcast)

1.4Bn+ VOD in 2007

2.130M Hrs each month

3.Customers view On Demand 27X a month on average

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on average

4.90% Free VODSource: Company Web Site

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Most countries are seeing an uptick in VOD usage

Changes in Video-on-Demand Service Usage (Q3/08)"Q315. How would you characterize the frequency at which your household is watching on-

demand programs today compared to two years ago?"

11% 5% 14%7%

11% 16% 11% 10%24%

80%

90%

100%

Not applicable; Idid not have on-demand servicetwo years ago

(Among broadband HHs with VoD service)

31% 30%

41%

34%

41%

8%

40%

50%

60%

70%

Bre

akdo

wn

two years ago

Decreased

Stayed the Same

47% 49%

34%

49%

27%10%

20%

30%

40%

% B

Increased

0%U.K.

(n=156, ±9%)Italy

(n=61, ±13%)Spain

(n=140, ±8%)Germany

(n=41, ±15%)France

(n=113, ±10%)

Source: GDL: Entertainment 2.0 in EuropeSample base: 5 069 broadband HHs in Europe

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Sample base: 5,069 broadband HHs in Europe© 2008 Parks Associates

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Broadband video is emerging as another form of on-demand

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Source: Parks and Associates 2008

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16.8 Billion Videos Viewed Online in the U.S. In April 2009 alone : 16% increase from March alonep

152 Million users 6 7 Billion video 63 5- YouTube512 Million- Fox 107 Million YouTube 78 6% of US152 Million users in USA watched videos

6.7 Billion video views from YouTube

63.5 YouTube

8.7 – Fox

7.8 – Yahoo

9.9 – Hulu

5 5 CBS

512 Million Fox

397 Million-Hulu

355 Million -Yahoo

315 Million-Viacom

272 Million Turner

107 Million YouTube

59 Million- Fox

45 Million -Yahoo

40 Million - Hulu

37 Million CBS

78.6% of US internet audience watched videos on internet

5.5 – CBS

9.1 - Viacom

Videos per user

272 Million- Turner

202 Million – CBS

Videos watched

37 Million - CBS

34 Million - Viacom

Users watched

6.4 Hours (385 Minutes)

average per user

387 Million videos watched by 49 Million viewers at MySpace

3.5 Minutes average duration of online video

111 online videos watched by an average viewer

2.4% Videos, but 4.2% of minutes ..by Hulu g p

viewing MySpace online video viewer

Hulu emerged as No.2 player in last one year

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Source : ComScore June 4,2009

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5B Videos Viewed Online in the U.K. in April 2009 Overall 47% Y/Y Growth ; BBC Moving Forward; g

2 4 Billi id 35 M ITV79 Milli id E h f t t2.4 Billion video views from YouTube

58% Y/Y Growth

50% of UK internet

35 M ITV

31 M Megavideo

20 M Channel 4

20 M Dailymotion

79 Million video views from BBC

67% Y/Y growth

iPlayer phenomenon

Each of top ten video properties with Y/Y double digit growth

users watched videos on YouTube

19 M FOX

Videos watched

p

60% of UK internet users exposed to 971

621 Million online display ads exposed on

96% of UK internet users were exposed to p

Million online display ads on multimedia sites

pYouTube

psome form of display ads

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Source : ComScore July 6,2009

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BBC iPlayerMarket Disrupterp

1. Launched December 20071 million+ programs streamed each day

Download and store for up to 30 days

400 hours of new content per week

75TB/day current average75TB/day current average

180TB Peak during Beijing Olympics

2. 10% of entire UK Internet trafficPeaked at 20% during Olympics

Streaming : Download Usage = 8 : 1

3. ISP Costs +200% since iPlayer Launch

Increase from 6.1p to 18.3p per user

ISP business models broken

iPlayer Features:• Catch-Up TV on PC (7 days)• Free (in the UK)

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4. But what would happen if it was available on your Television

Consider 20x capacity growth…

( )• Multiple platforms

• STB, iPhone, iPod Touch, Nintendo Wii, PS3, Mobile phones incl Nokia N95

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HuluMarket Disrupterp

1. Hulu: A joint venture of NBC Universal and News Corp announced in March 2007 US $100 Million initial investment

2. Built on MySpace’s social networking leadership position

3 Focus on professional content hit TV shows movies and clips3. Focus on professional content – hit TV shows, movies and clipsAOL, Comcast, MSN, MySpace, and Yahoo!

4. Advertising revenue modelg

Top 10 US online video site - 226 Million videoviews in November 2008Bundles & sells remnant ads unsold by theBundles & sells remnant ads unsold by the content providers. Retains 20%-30% of directly received ad dollars or pays to syndicatesAs per screen digest analyst, 2008 revenue is

$

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US $70 Million as compared to YouTube’s US $100 million and projected to be same as YouTube revenue (US $180 Million) in 2009

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Internet Video Opportunity

A Global Phenomenon1 12 Billi t i US i M ‘08

bsite

Tra

ffic

Average 12 minutesper visit

1. 12 Billion streams in US in May ‘08 –190 Million active viewers in US by 2012

2. In UK, France and Germany, 8 Billion streams and 80 Million active viewers

Top 6 Video Sites

Top U.S.Broadcast Sites

Web

Average under 8 minutes per visit

December ‘07Opportunity to double TV ‘prime-time’ 1. Most online video viewed in the home –

online video is incremental to TV viewingonline video is incremental to TV viewing2. “Prime-time” TV viewing: Weekdays

8PM-11PM3. Peak online viewing: Weekdays 5PM-

8PM5000

6000

7000

Total Revenue: Ad-supported Internet Streaming Video Market (U.S.)

e ( $

M )

8PMBusiness Models1. Streaming, advertising models dominate

– >$6B in advertising revenue by 2012 1000

2000

3000

4000

nnua

l Rev

enu

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>$6B in advertising revenue by 20122. Premium video is getting the bulk of the

revenue vs. user generated contentABC’s 2007 revenues almost double YouTube’s

(ABC is making money)Sources: eMarketer, The Pew Internet and American Life Project, Comscore press release – July 08, BBC

02007 2008 2009 2010 2011 2012

Embedded Display

An

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CDS is Designed to meet All Next Gen Video Services Trends“Infinite” Content, Live and On-Demand,

1. More HD “channels”More than 1000 HD choices

2. Massive VoD Libraries:To TV – 6000+ movies per month this yearTo PC – Exploding number of Internet Video PortalsTo Mobile / Handheld Devices

3. Time Shifted TV “StartOver”: Play Current TV Program from Start“LookBack”: Play Any Program within LookBackWindow“RewindTV”: Pause, Rewind and Catch Up to Live

4 Internet Video User Generated Content on TV4. Internet Video, User Generated Content on TV5. Any Stream to Any Screen6. Targeted On-Demand Advertising

Si ifi t O t it t B t Ad R

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Significant Opportunity to Boost Ad Revenues

“The vision is to give our customers the ability to watch ANY movie, television show, user generated content or other video that a producer wants to make available On Demand”

Brian Roberts, CEO Comcast - CES 2008

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Cisco Content Delivery System VisionEnables any content, any

device, any locationfrom a single open TraditionalBroadcast from a single, open delivery platform.

Traditional STB

Broadcast TV

Personalized Personalized VidVid IP STBOn-Demand

TV StartOver / StartOver / LookbackLookbackInternet Video Internet Video

(Flash, Move)(Flash, Move)

VideoVideo

33--Screen Screen DeliveryDelivery

PC / PDAOnline Video OTTP App OTTP App AccelerationAcceleration

Longtail Longtail VoD VoD

ContentContent

DeliveryDelivery

MobileGames d

Linear

On Demand Time Shifted

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Content Delivery System

and Music Personalized

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Cisco CDS Global Customer BaseT t d d PTested and Proven

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Cisco Content Delivery SystemThe Network is the Platform

Next Generation ArchitectureInternetContent

Published Content

Programming

Distributed Intelligent E t ibl

Independent Scalability of Content Storage, Cache and Streaming

Non-stop Service Availability

Adapts to Any Network Topology

Content Library / A iExtensible

ArchitectureAdapts to Any Network Topology

Supports multiple content applications: TV, Internet, Wholesale CDN, 3-screen, personalized content, advanced advertising

Acquirer Arrays

Service Routing

Centralized Management Caching

Nodes

Key Technology DifferentiatorsIntelligent, Scalable Caching

Global scalability. Eliminates the need to hard provision network services or predict client usage patterns

Service Routing

Caching g p

Converge live and on-demand

One-platform for on-demand and real time media services (live, time-shift)

High Performance

Highly bandwidth efficient. Multicast enabled. Optimized for ingest caching streaming

StreamerArrays

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Performance Optimized for ingest, caching, streaming

Multi-protocol support

MPEG SD/HD, H.264, HTTP, WMT, Flash, QuickTime, Move Networks

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Cisco CDS Product FamilyThe Platform for Network Video Applications

1. Content Delivery Engines (CDEs)Optimized Hardware Appliances

forming a modular network infrastructure

2 Content Routing Control PlaneCDS Content Delivery Applications

OTTP

Middleware & Back Office Systems

2. Content Routing Control PlaneCore Software Primitives

High Service Availability, Deployment Scalability, Flexibility and QoS

InternetStreaming /Wholesale CDN

Syndicated Media

TargetedAdvertising

Multi-ScreenServices

Unicast TV(VoD, nPVR)

Personalized Playlists

CDS Content Delivery Applications

SP & 3rd

Party Apps

OTTPApps

APIsScalability, Flexibility and QoS

3. Content Delivery ApplicationsService Specific CDS Content Delivery

Application Modules (CDAs)

Storage, Service Routing, Caching, Streaming

CDS Content Routing Control PlaneApplication Modules (CDAs)

Acceleration for Service Provider / 3rd

Party developed applications

Acceleration for OTTP applications

CDS Content Delivery Engines

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IP Networkpp

Easy to expand to future applications

Open interfaces to back-office systems

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CDS Content Delivery ApplicationsAd dC t t I t f O AdvancedApplications& Services

Content Ingest for On-demand, Unicast TV Content Library

Caching Node* Massive, Hierarchical Caching

Time-shift TV(MediaX)

TVStreaming(CDS-TV,CDS-VQE)

PEG Content and Other CBR Play Out

TV Streamer

TV PlayOut

TV Streaming to End Devices

S t

TargetedAdvertising*

PATHPATHIPTV Error Repair and Fast Channel Change

VQE ServerVQE Client

R l ti V D t lVideo Navigator

System Management

CDS Manager

Advertising

3-Screen

Real-time VoD catalogVideo Navigator

Acquires Content from Internet Sources

Content Acquirer

Session Shifting

Hyper-

Internet ContentDelivery(CDS-IS)

Multi-protocol Internet Content Download & StreamingIntelligent Content RoutingService Router

Internet Streamer

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HyperSyndicatedVideo** Planned Service GW* SGSG

Proximity, Network Binding, Peering Services

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Cisco CDS-TVDesigned for Video 2 0 and Long-tail DeploymentsDesigned for Video 2.0 and Long tail Deployments

1. Video 2.0 Long-tail TrendsConsumer Behaviors Require Next StreamerConsumer Behaviors Require Next

Generation VoD Systems to Scale to Serve “Long Tail” Content

2 C t O ti i d St

Streamer

2. Cost-Optimized Storage Technology

Different Types of Storage Have Different Cost Scaling Rules

Content Library

Caching Node

3. Multi-Tiers Intelligent Streamer Cache

Most Popular Content Available from Streamer Array Cache

Intelligent Caching Algorithm for

from Streamer Array Cache Tier 1: DRAM Tier 2: 1TB Disk

Long Tail Content Made Available ithi 300 f C t t

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Dynamic Content Positioning within 300ms from Content Library Array Disk

All Content Perceived As Local by Subscriber

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Video On Demand Reference Architectures

Architecture 1: Standard VODArchitecture 2: VOD + Time Shift TVArchitecture 2: VOD Time Shift TV

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Reference architecture: Std VoD

Content Content provider

Streaming

VOD mgt/request messages

Ingest relatedA t &

CENTRAL SITE

Content

Content

Archive ServerLoaded

Content

StagingArea

Staging & archive server

Ingest related data transferInternal VOD platform messages

Other Communication

Asset metadata

Asset Distribution

Asset &metadata

CDS Streamer

CDS Streamer

PRODIS

Prodis ApplicationServer

Prodis Datastore

PRODIS

Prodis ApplicationServer

Prodis Datastore

Asset Mgmt CDS Vault

CDS Vault cluster

Transaction details

CDS Streamer cluster

VOD contentdistribution

CDS Vault

VOD catalogue

Product definition &subscriber details

propagation

Transaction handler

Datastore

Transaction handler

Datastore

TRAXIS TRAXIS

Transaction details

Videostreaming

Bill

ing

&

Sub

scrib

er d

etai

ls

Prod. definitions,Access criteria &

Requestauthorization

QAM modulation

SMS & Billing

VOD catalogue & (enriched) EPG publishing

Settop boxCA Server

RTSP

Access criteria &CA-descriptors

HUB SITE

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RFGW-1D

RFGW-1DQAM

VOD purchasing

VOD catalogue &(enriched) EPG

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Reference architecture: VoD + Time Shift TV

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PRODIS - Overview

Functionalities:Asset ManagementProduct ManagementGenerate catalogue IT SystemsGenerate catalogueReporting

Usage Manual d

CRM Billing

Customer

External IT systems- CRM record slave- Royalty reporting- Usage records

STB

PRODIS

ProductManagement

VoD CatalogueProducts

productdefinition

Ingest

VoDAsset propagation

AssetMetadata

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ServerManagementContent

Edit Metadata

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TRAXIS – Transaction Management

Receive customer & product info from PRODISResource managementTransaction management

• Determine pricing and create entitlement• Authorize streaming

Resource Management

Store and forward transactions to PRODIS

STB

TRAXIS

Networkl

Products / PricingNetwork information

VoDAuthorization

Topology

di i

CRM / Products / Pricing

Core

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PRODISVoDServer

MediationTransactions

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Introducing the Cisco RF Gateway 1Introducing the Cisco RF Gateway 1Extends fourth generation, proven QAM architecture (2.5M streams shipped) with support for SDV, 1Ghz, DOCSIS 3.0/M-CMTS with leading performance, density and scale

Feature Cisco RF Gateway 1Leading Density 48 channels in compact 1RU chassis with 4x frequency stacking

Maximum Spectrum 50Mhz – 1Ghz (Agile)Maximum Spectrum 50Mhz 1Ghz (Agile)

Performance & Scale Supports up to 2048 Streams (over 42 streams/QAM)

Full Redundancy IGMPv3; Dual power, timing and inputs

Supports all U-EQAM SDV, VoD, HDTV, NGOD, Broadcast, DOCSIS 3.0 over M-CMTS,

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ppStandards-based Applications

, , , , , ,Cisco Wideband

Low Power Consumption <350 watts

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Summary VOD architecture

1. Product Management & VOD Catalogue generated by PRODIS

2. Transaction & Resource Management handling provided by TRAXIS

3 Centralized and/or Distributed VOD server solution based on3. Centralized and/or Distributed VOD server solution based on CDS

4. Session based encryption of VOD content:– CA: Powerkey, Nagra, NDS, irDeto, Conax, Simulcrypt

– RG Gateway 1D as scrambler

5 STB integrated with multiple MW and Application components:5. STB integrated with multiple MW and Application components:– MW: OpentV, Powerkey, NDS,...

– Application: TeleID, Zappware, Mirada,...

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6. Interface towards CRM/Billing via PRODIS

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SVOD – TVOD - FVOD

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Trick Play

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Search functionality

1. Search by Person

2 Search by Title2. Search by Title

3. Search by HD

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Search functionality

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EPG - Horizontal

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EPG - Vertical

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PVR functionality

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Dual Recording

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Time-Shift TV

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Time-Shift TV Video Services Summary 1. Start Over®:

User Experience: Ability to Restart a Live TV program from the beginningRequires Real-Time Ingest capability on video serverRequires Real-Time Ingest capability on video serverRequires User Interface to “start a live program over”Requires Ability for Define Business Rules on which programs are Start-Over enabled

2. Look Back®User Experience: Ability to select and watch past broadcasted programs within a pre-defined

time window from the live point. Selection happens through EPG menu navigationRequires Real-Time Ingest capability on video serverRequires Ability for Tag which programs are in the Look Back WindowRequires Ability for Tag which programs are in the Look Back Window

3. Rewind-TVUser Experience: Ability to Pause, Rewind and Fast Forward time-shifted programs up to the

live point and switch back to the Live BroadcastRequires Real-Time Ingest capability on video serverRequires Ability store content on a rolling buffer window and allow user to switch between

time-shifted (unicast) and live broadcast (CDS Core)

4. nPVR

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Network Based Personal Video Recorder (Tivo experience without PVR in the home)Subscribers can store their preferred programs and play them for n days

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Managed Media Solutionfor Online Video Streaming

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Cisco’s End to End SolutionPortal /Navigation

Asset Management /ConsumerDevices

Content AcquirerHEAD END

I t t St i

Content AcquirerHEAD END

I t t St i

Entitlement

InternetStreamers

HUBS

CDS Service Router

Internet Streaming Manager

InternetStreamers

HUBS

CDS Service Router

Internet Streaming Manager Access

ContentDistribution

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DistributionEncoding / Transcoding

PolicyContentSecurity Reporting

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Cisco Eco-System, Strategic Partnersy g

Portal /Navigation

Asset Management /ConsumerDevices

g

sset a age e t /Entitlement

Devices

Access

ContentDistribution

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Encoding / Transcoding Policy

ContentSecurity

Reporting

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System IntegrationMulti point integration taking under our wingsMulti-point integration taking under our wings - Portal

- Client(s)

- DRM

R tiDRM Stream EncryptionHeadend Decoders Entitlement - Reporting

- Billing

- QoS

- Asset mgmt

Live Encoder

Asset

Encryption Application(Packager)

Headend Decoders, Muxes, Patches, etc.

DRM License

Entitlement Server

CD AM

CDS-IS

Reporting

- Asset mgmt

- Encoding

-Transcoding

- OSS

Asset Management

Satellite Receiver

File Encoder / DRM Static Encryption

DRM License Server

Asset Origin ServerFile Base Assets Policy Server

CD-AM

Billing

OSSTranscoder Application

(Packager)Repository

Web Portal/EPG

Origin Server

CM CMTS

Policy Server

Content

Client

BRASAsset MetadataControl APIsDRM Licenses

Content

Client Req/Resp.DOCSISPCMMEntitlement

DSL Modem/ ONT

DSLAM/ OLT

Broadband home router

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EntitlementEntitlement & QoS

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CDS Internet Streaming FunctionsContent Deliveryy

InternetPublished ContentDeliver Content to IP devices

HTTP Caching Download Progressive

Content AcquirerHEAD END

HTTP Caching, Download, Progressive Streaming, with Bit Rate Pacing

Live Unicast or Multicast

Service Router

CDS Manager

Windows Media VoD & Live

Flash Streaming VoD & Live

H 264 V D & LiInternetStreamers

HUBSRouterH.264 VoD & Live

Quick-Time VoD

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CDS Internet Streaming FunctionsIngest Distribution Routing Delivery Reporting

Acquirer Ingests Content from Origin ServersOrigin Servers = Master VoD Content Repository or Live Encoder

Content Acquirer Ingests VoD Live Data to “Root of CDN”Internet

Ingest, Distribution, Routing, Delivery, Reporting

Published C t tContent Acquirer Ingests VoD, Live, Data to Root of CDN

HTTP, HTTPS, FTP, CIFS, RTSP

Distribution to Internet StreamersRules Based Pre Position and/or Dynamic Cache Miss Fill Content

Content

Rules-Based Pre-Position and/or Dynamic Cache Miss-Fill

Intelligent Multi-Tiered Distribution Paths Built Dynamically

VoD and Live Dynamic Tree Building for Optimized Distribution

Service Router Client Request Re-direction

Content AcquirerHEAD END

CDS Manager –I t tService Router Client Request Re direction

Global and Local Load Balancing Requests to Streamers

Streamer KAL and Load-Info continuously sent to SR

Extension of DNS for Domain Delegated to CDNInternetStreamers

HUBS

Service Router

Internet Streaming

Internet Streamer Multi-Protocol Delivery OnDemand & Live Streaming (Unicast and Multicast), Download

Windows Media, Flash Media, QuickTime/RTSP, & HTTP

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Streaming Servers Content Reporting Detailed Transaction Logs for Each Delivery Event

Integrates with 3rd Party Content Reporting and Analytics

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Cisco Managed Media Solution SummarySummary

1. Architected for fast, reliable real-time content delivery Any Content – Video, music, gamesAny Device – Streaming to TVs, PCs and mobile devicesAny Location – Via cable, wireline and mobile networks

2 St i St d d B d2. Streaming Standards Based:Microsoft WindowsAdobe FlashQuicktimeQuicktime

3. Automated workflow for all services 4. Scalability and availability5 A Future Proof Platform5. A Future Proof Platform

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Any Screen Video

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Any Screen Video Offering

Next-Gen Services

MobilePCTV

• Real-Time Services (StartOver, LookBack)• Cross-Screen Book-markingServices

Cross-Platform

• Internet content to the TV – end of the TV walled garden• Long tail content available everywhere

g• Hyper Syndicated Video

Content

New Paradigms

• User generated content & the Virtual Couch

• Personalized Video Advertising• National CDN – network sling, near real time access to any content

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Cisco CDS: Platform for Next Gen Video ServicesExample Deployment Strategy (1/5)Example Deployment Strategy (1/5)

Programs

VOD Assets

Back OfficeCDS

Vault/ContentAcquirer

Programs(VBR)

DCM (Splicer)

Build Scalable Content Delivery PlatformBuild Scalable Content Delivery Platform

TVStreamers

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Cisco CDS: Platform for Next Gen Video ServicesExample Deployment Strategy (2/5)Example Deployment Strategy (2/5)

AdPrograms

VOD Assets

Back OfficeCDS

Ads

Vault/ContentAcquirer

Programs(VBR)

Launch Targeted Ad InsertionLaunch Targeted Ad Insertion Ad DecisionService (ADS)DVS629

Ads

SCTE 30

SCTE 35

DCM (Splicer)

Build Scalable Content Delivery PlatformBuild Scalable Content Delivery PlatformCampaignManager

TVStreamers

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Cisco CDS: Platform for Next Gen Video ServicesExample Deployment Strategy (3/5)Example Deployment Strategy (3/5)

AdPrograms

VOD Assets

Enable Time-Shift TVEnable Time-Shift TV Back OfficeCDS

Ads

Vault/ContentAcquirer

Programs(VBR)

DCM (Groomer)

Programs(CBR)

Launch Targeted Ad InsertionLaunch Targeted Ad Insertion

PHASE 3

Ad DecisionService (ADS)DVS629

Ads

SCTE 30

SCTE 35

DCM (Splicer)

(CBR)

Build Scalable Content Delivery PlatformBuild Scalable Content Delivery PlatformCampaignManager

TVStreamers

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Cisco CDS: Platform for Next Gen Video ServicesExample Deployment Strategy (4/5)Example Deployment Strategy (4/5)

Add Internet/Mobile StreamingAdd Internet/Mobile StreamingAdPrograms

InternetVOD Assets

Enable Time-Shift TVEnable Time-Shift TV

PHASE 4

Back OfficeCDS

Ads

Vault/ContentAcquirer

Programs(VBR)

DCM (Groomer)

Programs(CBR)

Launch Targeted Ad InsertionLaunch Targeted Ad Insertion

PHASE 3

Ad DecisionService (ADS)DVS629

Ads

SCTE 30

SCTE 35

DCM (Splicer)

(CBR)

Build Scalable Content Delivery PlatformBuild Scalable Content Delivery PlatformCampaignManager

TV / InternetStreamers

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Cisco CDS: Platform for Next Gen Video ServicesExample Deployment Strategy (5/5)Example Deployment Strategy (5/5)

Lead Hyper-Syndicated VideoLead Hyper-Syndicated Video

AdPrograms

Syndicated Content

Internet

Add Internet/Mobile StreamingAdd Internet/Mobile Streaming

PHASE 5VOD Assets

Back OfficeCDS

Ads

Vault/ContentAcquirer

Programs(VBR)

DCM (Groomer)

Enable Time-Shift TVEnable Time-Shift TV

PHASE 4

Programs(CBR)

Ad DecisionService (ADS)DVS629

Ads

SCTE 30

SCTE 35

DCM (Splicer)

Launch Targeted Ad InsertionLaunch Targeted Ad Insertion

PHASE 3(CBR)

CampaignManager

TV / InternetStreamers

Build Scalable Content Delivery PlatformBuild Scalable Content Delivery Platform

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Cisco Content Delivery System Summary – CDS AdvantagesSummary CDS Advantages

1. Flexible topology, central / distributed/ hybridCould start with centralised streaming and distribute asCould start with centralised streaming and distribute as

stream count grows – without service disruption2. Single platform for VOD, nPVR, Catch Up, Time

Shift, SDV, Targeted ads……., , gCost effective to add new applications to existing

platform3. Storage efficiency and automated content

di ib idistributionLarge content libraries can be maintained in a central

location cost effectively, and no content pre-positioning necessarypositioning necessary

1. TCO benefitsCost optimised mix of commodity storage media

Low Bandwidth usage

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Low Bandwidth usageLow overhead operating and admin

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Internet Video & Web 2.0 Example:BBC Uk iPlayerBBC Uk iPlayer

BBC iPlayer, Catch-upTV.P2P Download (Jul07)Streaming (Dec07)Devices: iPhone/iPod Touch, Wii, Nokia N96...HD, Live, Intl, Archives... (Planned)HD, Live, Intl, Archives... (Planned)

Internet Traffic Considerations.Huge traffic surge (1% of @ peakhour traffic (dec), 5% (mar), 7% (jun), 15% (olympics))700K Videos/day (Apr08)Streaming vs Download = 8:1Bitrate: 500Kb (VP6) => 800Kb (H.264/AAC+)3PB/month traffic forecast by Dec08 (BBC)Avg MB Streaming/User/Hour 3PB/month traffic forecast by Dec08 (BBC)ISPs & BBC argue about Traffic Costs (OFcom: +0,8B£ by 2011)

Illustrates the new collaboration iPlayer

g g

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opportunities between OTTs and ISPs (ex. CDN).

Source: Cisco IBSG

iPlayerLaunch

Plusnet

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BBC : Screen Shots

Click to stream

BBC : Screen Shots

Featured on BBC Home pageFeatured on BBC Home page

Click to download

Watch the stream

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Click for full screen

Supports every program of every BBC radio station

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Telco & Media Collaboration BBC-iPlayer on Virgin Media CableTV… D il M ti N fC t l IPTVDailyMotion on NeufCegetel IPTV.

WhatC i l d ti OTTConsumers are massively adopting OTT Video Services such as BBC iPlayer, Dailymotion…OTT Video reduces SP revenue & relevance OTT Video increases SP network costsOTT Video increases SP network costs.Platform shifting brings popular Online Video content into the SP Walled Garden.

WhyKeep or re-capture customer attention.Complement Internet OTT offer.Less expensive, Higher Quality, Walled Garden Video delivery compared to Internet delivery from OFFnet destinationsdelivery from OFFnet destinations.Leverage 3 screen delivery.

ConsiderationsMay require investment in Walled garden

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May require investment in Walled garden infrastructure & user interface.

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DailyMotion Case Study

1 Pioneer of the Web1. Pioneer of the Web 2.0 wave on video

2 L h d i F i2. Launched in France in March 2005

3. Explosive growth in French speaking territories :territories :Leader in France

T 10 i k F h

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Top 10 in key French speaking countries

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A Multiplatform distribution…Web

I t t M iInstant Messaging Mobile

Portable Media Devices

I-Phone

IPTV

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High definition InternetTVZattoo – Swisscom Network CollaborationZattoo Swisscom Network Collaboration

WhatZattoo/Swisscom launch New “HD” Live P2P InternetTV for VDSL users (1,5Mbits).P2P InternetTV for VDSL users (1,5Mbits).

Service is Free, Ad sponsored, BUT user has to be a Swisscom IPTV customer.

Zattoo already provides “standard” P2P InternetTV (0,5Mbit/sec) in a few EU countries (CH ES UK BE )countries (CH, ES, UK, BE...)

Aug08: HD channels also available for non-swisscom-vdsl users for 2,3€/mo.

WhySwisscom: Improved sales for VDSL & IPTV Services (Zattoo has 10-times more @TV cust. than Swisscom has IPTV cust.)

Zattoo: Users get better InternetTV experience => Stay longer => More Ads.

ConsiderationsWill this partnership prove the viability of large-scale HD P2P InternetTV versus IPTV (cannibalisation)?

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Will Zattoo be allowed to reduce costs by decreasing the P2P deficit (up=down)?

Source: http://zattoo.com/en/press/080604/switzerland-zattoo-in-improved-quality-on-swisscom-s-vdsl-network

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Telecom Italia’s Yalp! Web PortalEnabling A Differentiating User ExperienceEnabling A Differentiating User Experience

1. “Community TV”: offers consumers the creation,

publication and sharing of their own TV channel

2 Professional video content live &2. Professional video content live & on-demand to PCs19 major national & international TV

channelsOn-demand library of approx. 40,000

movies, TV programs, music, news, and sports

Most of content is free

3. Portal is open & free in Italy only to all broadband subscribers (9+

illi )www.yalp.it

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million)

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HD could help improve the overall content offering

1. HDTV sales projected to continue in Europe

HDTV market:

2. HD service subscription has an opportunity to follow growth curve to provide

t t f HD

market: 2012

content for HD screens

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Source: ScreenDigest, Blu-ray Market Overview, 2008

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European VOD usage data varies

Video-on-Demand Service Usage (Q3/08) "Q312. How often, on average, do you watch programs using

your on-demand TV service feature?" (A b db d HH ith V D i )(Among broadband HHs with VoD service)

73%

70%

80%

Mon

thly

62%

56%

46%

35%40%

50%

60%

ervi

ce a

t Lea

st M

10%

20%

30%

% U

sing

VoD

Se

0%U.K.

(n=156, ±9%)Italy

(n=61, ±13%)Spain

(n=140, ±8%)Germany

(n=41, ±15%)France

(n=113, ±10%)

%

Source: GDL: Entertainment 2.0 in EuropeSample base: 5,069 broadband HHs in Europe

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© 2008 Parks Associates

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European homes average between 5-7 views per month

Number of Movies Watched Using VoD Service (Q3/08) "Q313/314. On average, how many movies per month

do you watch using on-demand services? (Among broadband HHs watching movies using VoD service)

On-demand films

2

3.0

2.0 2.0 2.0

3.0

2.02.0

1.5

2.0

2.5

3.0

3.5

vies

Wat

ched

Per

Mon

thrv

ices

Am

ong

View

ers

On-demand films

On-demand films in HD format (Among those with HDTV service)

0.5

1.0

0.0

0.5

1.0

U.K. (n=88, ±12%)

Italy (n=53, ±13%)

Spain (n=99, ±10%)

Germany (n=32, ±17%)

France(n=72, ±12%)

Med

ian

# of

Mov

Usi

ng V

oD S

er

Source: GDL: Entertainment 2.0 in EuropeSample base: 5,069 broadband HHs in Europe

Number of TV Shows Watched Using VoD Service (Q3/08)

"Q317/317a. On average, how many television shows per month do you watchusing VoD/Pay-Per-View services?"

(Among broadband HHs watching TV programs using VoD)12Sample base: 5,069 broadband HHs in Europe© 2008 Parks Associates

( g g p g g )

5.0

4 0

6

8

10

12

TV S

how

s W

atch

edVo

D s

ervi

ces

On-demand TV showsOn-demand TV shows in HD (Among those with HDTV service)

3.0

4.0

3.0 3.0

1.01.0 1.0

2.0

1.0

0

2

4

U.K. (n=116, ±9%)

Italy (n=45, ±15%)

Spain (n=85, ±11%)

Germany (n=26, ±19%)

France(n=50, ±14%)

Med

ian

# of

TU

sing

V

S GDL E t t i t 2 0 i E

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Source: GDL: Entertainment 2.0 in EuropeSample base: 5,069 broadband HHs in Europe© 2008 Parks Associates

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The Connected Life is about moving video services to the PC and mobile voice services to the TV and mobile etcand mobile, voice services to the TV and mobile, etc..

Video Services Data/web-based Services Voice-based Services

Vid d d

TV

Video on-demandPVREnhanced navigationIntegrated search across storage media

Personalized Content on your TVInternet VideoMusic on Demand

Caller ID on TVUnified Communications on your TVSynchronized with cell and PC

Mobile Phone

Control recording on PVRReceive video clips from your PVRSend photos or video clips to PVRs

Control what to get on cell phonePersonalized content on your cell phoneYour music and photos on

Unified Communications on your cellReceive voice messages fwd by PVRSynchronized with PVR and PVRs your cell phone PC

PCsManage content on PVR Video to PC Manage service preferences

at home or at office

Unified Communications on your PCSynchronized with cell and

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Integrated services portalat home or at office Synchronized with cell and

PVR

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As channel line ups grew, so did ARPU

Baseline Revenue perCable Subscriber / Month

$4,18VoiceData $84 00

$93.39

Cable Subscriber / Month

$11,34

$14,43

$16,88

$1,90

$2,75

$2,11

DataOther VideoBasic Video

$61 07

$84.00

$76.14

$68.54

$19,12$21,53

$24,53$27,18

$31,16

$2,34

$5,67

$8,54$1,59

$0,94$0 49

$0,89

$0 03$0,10

$0,35

$61.07

$53.19

$46.59$43.38

$40.17$37 91

$39 63 $41 17$11,55

$11,40 $11,24$10,96 $10,74 $10,14

$10,63$11,41

$12,22$13,87

$14,96$17,08

$0,13

$0,49$0,02

$0,03

$29.16$31.86$30.61

$35.04$33.19$32.35

$33.46

$37.91

$17,61 $19,21 $20,62 $22,50 $21,61 $23,05 $24,41 $26,48 $27,79 $28,92 $30,34 $32,89 $34,70 $36,56 $38,15 $39,63 $41,17

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1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: Kagan Cable Financial Factbook, Kagan Cable FuturecastNote: Data for 2006 are Kagan projections

Page 69: Ci E2E Vid S l tiCisco E2E Video Solutions · Ci E2E Vid S l tiCisco E2E Video Solutions Assuring Successful SP Transformation - Jan Bogaert ... really need a DVR 75% 19% 6% My cable

Service integration will take the bundle from “pay less get more” to “buy more get more”

k Th C t d Lifa.k.a. The Connected Life

Stage 2Stage 3

Expanding theStage 1

Deploying the Bundle

Protecting theBundle

Bundle

Increase value of bundle

Serve the changing consumerDifferentiate from

Triple/quad play Subscriber growth

of bundleFight a la carte providers

Differentiate from competitionCreate additional revenue

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Many Services to Many Screens