Ci E2E Vid S l tiCisco E2E Video Solutions · Ci E2E Vid S l tiCisco E2E Video Solutions Assuring...
Transcript of Ci E2E Vid S l tiCisco E2E Video Solutions · Ci E2E Vid S l tiCisco E2E Video Solutions Assuring...
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
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.
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
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
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
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
“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
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
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
Broadband video is emerging as another form of on-demand
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Source: Parks and Associates 2008
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Low Bandwidth usageLow overhead operating and admin
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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
opportunities between OTTs and ISPs (ex. CDN).
Source: Cisco IBSG
iPlayerLaunch
Plusnet
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Click for full screen
Supports every program of every BBC radio station
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
May require investment in Walled garden infrastructure & user interface.
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
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
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
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
million)
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Source: ScreenDigest, Blu-ray Market Overview, 2008
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 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
© 2008 Parks Associates
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Source: GDL: Entertainment 2.0 in EuropeSample base: 5,069 broadband HHs in Europe© 2008 Parks Associates
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Integrated services portalat home or at office Synchronized with cell and
PVR
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
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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© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Many Services to Many Screens