Mobixell pipeline webinar_june_20_2012
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Transcript of Mobixell pipeline webinar_june_20_2012
What Video Optimization Experts Are Not Telling You
Seth GreenbergDirector Corporate Marketing, Mobixell
2012
Teresa CottamChief Analyst, Telesperience
2
About Mobixell
Global leader in mobile Internet and rich media service delivery platforms
Established in 2000
Unique video and rich media optimization expertise
Over 400 mobile operator deployments worldwide
Proven track record and excellent customer delivery
• USA (Americas’ HQ) • UK (EMEA’s HQ)• China• India• Switzerland• Israel • Germany• Italy• Indonesia• Japan• Singapore
Worldwide Offices
3
About Mobixell – Product Lines
Mobile Internet Gateway/Multiservice Platform Video Optimization & Congestion Management Web Acceleration Mobile Network Monetization Tools Mobile Video and Content Delivery Solutions
4
Our Commercial Deployments (Partial List)
AMERICAS EMEA & CIS APAC
Over 400 Mobile Operator Installations WorldwideOver 400 Mobile Operator Installations Worldwide
5
Agenda
Mobile Video: Killing the Network or Killer App? – Teresa Cottam
Poll: Spotting the Myths
Busting the Myths – Seth Greenberg
What You Need to Know about Video Optimization
Q&A
Dark, darker, darko
• The world is ending!
• Our future is to be a bitpipe
• It’s up to us to choose the method of our
destruction…
Video – killer app or network killer?
• Global mobile data traffic grew again in 2011• Mobile video traffic is an increasingly large
proportion of this• x28 more traffic on 4G than
non-4G connections• Scissor diagram shows
widening gap betweenrevenues and usage… revenues
traffic
Revenue gap
So why aren’t we dying?
• Mobile industry revenues = $1.9 trillion in 2015• 9.1 billion connections by 2015• Some carriers now reporting that revenue and traffic
growth more aligned e.g., Vodafone
• Offloading, LTE, tariffing, better traffic management
• Customer centricity
• Enormous new revenue potential
• …but we need to ensure we also maintain profitability
A business problem, not just an operational problem
• Video has been seen purely as an operational problem
• But…many customers like it! (Irony = killing the killer app!)
• The real problems:- Providing video on a commercial basis- Providing an acceptable quality of experience
• Shift from bottom line to top line• Quality of experience is very important to customers,
but is not an absolute (how do we measure it?)• Not all customers are consumers
Video not a single application
The value proposition is different…
• YouTube v NetFlix v videoconferencing
• Under 18 v adult (value v ability to pay)
• Time of day
• Consumer v enterpriseWhat do they need/want? What value do they place on it? How do we meet that need profitably?
Question: how do we turn a network killing app into a killer app?
What we need is a hero…
Who ya gonna call?
12
What are your video optimization goals?
Compress video to free up bandwidth Give users noticeably improved video performance
…But not a change in quality Accelerate browsing performance Consistent, high quality user experience Control CAPEX investment
Good start…
13
Video Optimization Myths Busted
Myth #1Video optimization will solve the capacity crunch Is there actually a capacity crunch or a congestion crunch? Will LTE solve network capacity and speed problems? Serve more sessions to more concurrent users Differentiate with performance and quality Shift from bottom line maintenance model
to top line revenue generation model
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Listen to your customers – Video as a differentiator
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Listen to your customers – Video as a differentiator
74% of mobile users see operators as responsible for poor video experience*
Up to 69% of mobile users would like their video optimized to achieve smoother viewing experience*
*According to a user survey conducted Nov 2011 by independent research company On Device Research for Mobixell
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Video Optimization Myths Busted
Myth #2More video optimization means better video performance Too much optimization can reduce revenue Do you target optimization at the right video?
At the right time? For the right users? Video performance Perception of Network quality
Rate of Churn Revenue Accelerated browsing performance, too Better video optimization means better video performance
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How Do You Define Visible Performance Degradation?
Example: A 3G cell site has a total throughput of 10 Mbps Standard 360p YouTube Video requires 1 Mbps
Users per cell Available Bandwidth Best Video Quality
1 10 Mbps/User No buffering
5 2 Mbps/User No buffering
10 1 Mbps/User No buffering
20 500 Kbps/User Requires buffering for 360p
Visible Performance Degradation When Users Experience Buffering or Slow Page Loading
Visible Performance Degradation When Users Experience Buffering or Slow Page Loading
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Will LTE Improve Video Performance?
Example: An average LTE site has a total throughput of 40 Mbps HD 1080p YouTube Video requires 8 Mbps
Users per cell Available Bandwidth Best Video Quality
5 8 Mbps/User No buffering
6 6.3 Mbps/User Requires buffering for 1080p
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Targeted Optimization
Device-aware video optimization User-aware video optimization Content-aware video optimization Network-aware video optimization Congestion Management Policy-driven video optimization Network–aware
Video Optimization
User–aware Video Optimization
Content–aware Video Optimization
Policy-drivenVideo Optimization
Device –aware Video Optimization
Congestion Management
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Device-Aware Optimization
One (video) size does NOT fit all (devices) Different screen resolutions – OR NOT Different capabilities and limitations
E.g., OS, CPU, Protocols, Formats, Codecs
Automatic Mobile device detection Optimization profile based on device
capabilities and limitations
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User-Aware Optimization
Optimize only frequently accessed video Statistical Optimization Applied only as a supplemental filter
1x 4x
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Content-Aware Optimization
Set target quality level Apply more compression to low-motion scenes
vs. high-motion scenes
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Network-Aware Optimization: Smooth DBRA
Identifies congestion: Senses bandwidth available per device Continuously optimizes output bitrate vs. pre-defined stream Also effective for insufficient cell coverage and physical barriers Smooth DBRA
Fast response to bandwidth fluctuations (1-2 sec vs. 3 sec) Multiple possible bitrate levels
0
20000
40000
60000
80000
100000
120000
0 50 100 150 200 250
Output Bitrate
Network available Bitrate
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Policy-Driven Optimization
Tight integration of optimization platform with PCRF Only optimize what is necessary
Time of day Type of customer – pre/post-paid Status: E.g., In-network/Roaming By content type – Live streaming, HD, by application… Network conditions – 3G/LTE, congestion threshold By device type – Handset, Tablet, Laptop
Create personalized optimization options
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Video Optimization Myths Busted
Myth #3Video optimization reduces CAPEX Can defer CAPEX investment Targeted optimization means:
Intelligent, effective CAPEX investment Better control of expenses Less waste More budget available for innovation
Improved customer experience Critical component in creating new revenue from data services
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Video Optimization Myths Busted
Myth #4Video will kill your network. Optimize it, or else! Video optimization helps to control CAPEX Differentiation through better Quality of Experience Improved quality means more data consumption Control of quality creates new data monetization opportunities Video can save your network – It’s up to you
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Mobile Monetization – The Obvious
Advertising
Extensive subscriber data is an ad targeting value multiplier
Services
Virus protection, data security, spam filter, interactive parental control
Mobile Payment
Revenue sharing with merchantsCross-selling content and services
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The Less Obvious – Family Charging Plans
Family charging plans Data sharing – Bucket plans User-controlled resource allocation Dashboard view for account owners
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The Less Obvious – Value-based Charging
Family charging plans Value-based Charging
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The Less Obvious – Service-based Charging
Family charging plans Value-based Charging Service-based Charging – Flat rates
for specific services Consumers Enterprise
VPN
Video Conferencing
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The Less Obvious – Customer Engagement Tools
Family charging plans Value-based Charging Service-based Charging – Flat rates
for specific services Customer Engagement Tools
Clientless Browser Overlay Server-side - No download needed
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The Less Obvious – Video Stretch
Family charging plans Value-based Charging Service-based Charging – Flat rates
for specific services Customer Engagement Tools Video Stretch – User control of optimization levels
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The Less Obvious – Dynamic Charging Packages
On-the-Spot Tier Shifting Based on perceived value of content HD movie Video conferencing Catch up on episodes during lunch
Variable pricing based on current, local congestion conditions
10 Mbps5 Mbps2 Mbps
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What’s Next in Data Monetization?
Revenue sharing with CDNs Premium quality content Reduced latency Smooth video playback Congestion Reporting to CDN for dynamic content delivery
Premium VOD Targeted Ad-supported TV Original content
All demand video optimization
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What you NEED TO KNOW about Video Optimization
Myth #1Video optimization will solve the capacity crunch It’s a congestion crunch
LTE will not solve capacity/congestion problems
Video optimization helps you serve more high-performance sessions to
more concurrent users
Myth #2More video optimization means better video performance Subscribers hold operators responsible for video performance
Targeted video optimization means better video performance
Too much video optimization can harm user experience
and even revenue
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What you NEED TO KNOW about Video Optimization
Myth #3
Video optimization reduces CAPEX Video optimization can defer CAPEX
Targeted optimization helps to control expenses and reduce waste
Video optimization does not have to be expensive
Myth #4
Video will kill your network. Optimize it, or else! Video Optimization is critical for creating new data service revenues
Mobile customers like video – Video can save your network
Q&A
Thank you
Seth GreenbergDirector, Corporate Marketing, [email protected]
www.mobixell.com
Teresa CottamChief Analyst, Telesperiencepod.telesperience.com/index.php/category/contact