SFR Transition to 3Rd Wave

Future of Video Videoscape Architecture Overview

Admir Hadzimahovic Systems Engineering Manager – EME VTG

May 2011

Agenda: 1. Key IPTV video drivers 2. Claud – Mediasuit Platform 3. Network and ABR 4. Client – Home Gateway 5. Conductor 6. Demo

Videoscape

Video = 91% of consumer New distribution platform & Brand power Multi-screen offering IP traffic by 2014 interactive content – becoming table stakes Sky Sport TV on iPad / RTL on iPhone & iPad

20%

New business models – Rising churn and Netflix = 20% of US Hulu 2009 revenue: $100M Building application & Subscriber acquisition cost st downstream internet 1 half 2010 revenue: $100M content eco-systems traffic in peak times

Partnerships & Online Video Snacking Hybrid Broadcast Broadband TV: New Streaming Vertical Integration 11.4 Hour /month HbbTV subscription services Experience Diminishing SP Evolving Legacy Fragmentation Network Relevance Infrastructure Consumer Experience Business Models

Content Fragmentation Subscription Fragmentation Broadcast, Premium, UGC Broadband, TV, Mobile, Movie rentals, OTT Device & Screen Fragmentation Free vs. Paid TV, PC, Mobile, Gaming, PDA Interactivity Fragmentation Ad Dollars Fragmentation Lean back, Lean forward, Social Transition from linear TV to online

Online Content Intuitive Unified Navigation on TV /STB for All Content

Multi-screen Web 2.0 Experiences on TV experience TV/STB

Broadcasters B2C Business to Consumer Network Termination $ Peering $ Points

Service Providers Rising Costs: Increased SAC and Churn Increased bandwidth usage Bigger bundle of products

$ Flattening Revenues: • Saturated markets – few new subscribers • Increased use of flat-rate tariffs Time • Regulatory & Competitive price pressure Today © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 10 Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. 28 Differentiated User Experience, Service Velocity and Monetization

Broadcasters

Government B2B2C Business to Business to Consumer Advertisers

OTT/Content $ $ Aggregator $ $ $$$ $ $ $ $ $ $ Application Service Developer Providers

Utilities

SP Platform Leverage Network and Data Assets

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 11 Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Tomorrow Cisco Public 29 Industry Side 1 Platform Examples Side 2

Credit Card Customers Networks Merchants

Retailer of Goods Merchants Customers

Auctions Sellers Customers

Internet Search End Users Advertisers Engines Searching

Music/ Record Artists Consumers Labels iTunes

Consumers and Operating Systems Application Developers Business Users

Recruitment Employers Job-seekers

Video Game Systems Game Developers End User Console

Source:© 2010 Cisco and/or its affiliates. All rights reserved. OwnersCisco Public 12 TelcoPresentation_ID2.0 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Public 30 Built on Web Services Protocols – to be Open Cloud Service APIs - Accelerates universal reach and 3rd party innovation; Designed for virtualization

Exponential scale for large-scale unicast services Leveraging caching technologies for efficient distribution

Video intelligence propagates deep into the network edge Providing media, device, and network awareness

Open Client Architecture - SDK No custom client application. Multi-device support – for PCs, gaming consoles, mobile devices, set-tops, etc. - enabled through a set of “platforms”

Services Across Managed and Unmanaged Networks Common experience no matter where the user connects – Design for unmanaged, optimized for managed

Quality Feedback Discovery and (“How Good” Email) Queue Management

Personal Content QoE Mgmt Queue Info and Recommendations Service Cloud Common APIs APIs

Bluray Connected CDS Apple TV Roku Player TV CDN ABR Video Diverse Devices Delivery with DRM Protection

Firmware Upgrade Device Manufacturer

Infinite Content Sources

Managed & Unmanaged Networks

Managed & Unmanaged Devices

Cisco Videoscape Videoscape Media Suite Cisco CMTS 3G60 Videoscape Media Gateways (Shipping) (Shipping) (In trials) Videoscape AVSM Module Videoscape STBs ( Shipping now) (In trials) Videoscape Soft Clients (Shipping)

Cisco Conductor for Videoscape ( CY’12)

Cisco Nexus Family Cisco CRS & ASR Family Cisco Cable & IP STBs Cisco UCS Family Cisco CDS & CMTS Family Cable modems, Gateways

SP Third-Party Content Content MediaSuite Video Back Office for multi-screen delivery Provides download, streaming and monetization experiences

Conductor Real Time National IP Core National Messaging Bus Data Center/ CRS-1 & 3 Data Center/ Command and control functionality Cloud/VHO Cloud/VHO links cloud, network, and clients AVSM CDN Line card For ASR 9000 Regional EPC/Edge Regional Data ASR 9000 Data Caching of content at the edge Center/VSO Center/VSO of the network CMTS 3G60 Access/ DOCSIS 3.0 card Agg for CMTS CMTS Provides 10x the capacity of Docsis 2.0 Clients Gateway, STB, Business Soft Client Device agnostic IP-based client architecture

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 17 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 18 A carrier grade cloud-based platform • Manage, publish and monetize many types of content • Includes CMS, offer management, multi-screen entitlement, publisher, player • Across multi-screens : TV, PC, tablets, mobile devices

Integrated experiences for multiple media types Proven: 4 out of top 5 over multiple device and networks North American Telcos, 2 out of top 5 Studios Purpose built for SPs and Media Companies to:

Accelerate Differentiate Transition to multi-screen IP Video offering Experience against peers and OTTs Super Flexible, JumpStart Tool Kit, Pre-Integrated e.g. Multi-screen Multi-content Entitlement Virtual DVD

Disney Movies Online Paramount Media Store Onet TV Catch Up

Target Segments

Service -Cable Provider -Telco

Target Segments

Media -Content Provider Broadcaster -Content Aggregator Paramount Digital Storefront

API’s/Web Services

OSS/BSS

Content Client Entitlement Publishing Management Technologies

• Multiple content formats • Product/Offer rules creation • Feed aggregation & • Player Framework harmonization & Widgets • Sophisticated content • Subscription, rental, EST, bundling ad-supported models • Multipoint catalog publishing • Streaming & Download • Customizable metadata supported • Category management • License acquisition model • Custom entitlement checks • Playlist publishing • Library management • Metadata normalization prior to authorization • Search and Rating • Ad Network integration • Extensible workflow • Multi-DRM framework • Metering & reporting • Transcoding & encryption • Customer Care functionality • Distribution to delivery network

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 22 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 24 Transform incoming metadata from a variety of formats into a common, normalized data set

Supports multiple content formats: video, audio, game, document, image

Bundle to create complex offerings: Virtual DVD, TV Season, Music Album, Ringtone

Visual bundle designer with drag and drop support

Ingest and manage custom metadata in multiple languages

Add custom metadata attributes

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 26 • Bundles Bundle • Components Sub Bundle(s) • Common Entities • Bundle Templates Component Common Common • Bundle Profiles Entity Entity • Metadata Search Component • Metadata Bulk Edit Common Common Entity Entity • Custom Attributes • Custom Components • Metadata Transforms

Parse Normalize Publisher Offer CRUI Server XSLT Metadata Management r Parse Content Management Metadata Feed Feed Metadata Mgr Metadata Repository/ r Storage Parse PC/Mobile Portal Server

Storage and Client-specific Metadata Parse Multiple metadata Search Engine feed formats and Transform sources

VOD and Linear EPG data combined for unified search & recommendation (upcoming release) Aggregate and unify offerings from Vivendi and other sources

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 28 VOD Linear App Business Production house X X X Distribution house X X X Aggregator/Network/Station X X X Creative Title X X X Director X X - • Goal: Use a common CMS and metadata Actor[s] X X - Genre X X X schemes to model VOD, Linear, and Apps Categories X X X Properties • container, encoding formats X X - Linear is essentially pre-scheduled VOD Bitrate X X - Even live events are scheduled assets Language[s] X X X runtime format - - X (placeholders). Breaking news can be supported Related objects X X X through XMPP notification (gives tight audience Restrictions/Allowance hardware X X X focusing) consumer X X X rating X X X This base assumption simplifies a migration to Play Window everything on demand Schedule Schedule play start - X - Schedule play end - X - • Apps have many qualities that are directly Availability equivalent to media assets… License Window X X X Publish window X X (EPG) X Producer/distributor, title, version, platform Version Control Version X - X Reference to other media assets NextVersion, PrevVersion ? - X Subscription type X X X Encryption type X X - DRM type X X - App Licensing type - - X Content Location Origin URL X X X Network stream (u/mcast) - X - Preposition Destination X - X © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 29 Create product rules and DRM usage terms for subscription, rental, EST, ad-supported, and entitlement models

Multi-DRM ready, with out of the box support for Playready and WMDRM

Manage customer accounts, devices, domains, and entitlements (rights locker)

Define Entitlement Chains that process custom checks prior to authorization

Account, Authentication and Rights Locker Plug-in frameworks for 3rd Party integration

Flexible business model enablement

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 30 • Benefits of Cloud Rendering Bring new services to Evolution STBs to stay competitive Increase base services on legacy STBs Can offer same/similar experience to advanced clients (client rendering) and legacy clients (cloud rendering) • Challenges of Cloud Rendering High-concurrency usage can over-consume network capacity Additional latency can impact some consumer experiences • Cisco will work with customers to identify candidate applications to be delivered via cloud rendering Rich UI to low-power STBs Interactive Gaming (OnLive)

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 31 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 33 Published Programming Content Internet Content Acquires Content in Multiple Formats from Multiple Sources, Live and On- Demand Centralized Ingest and Content Library / Acquirer Arrays Storage Independent Scalability of Content Delivery Functions – Adapts to Any Caching Nodes Network Topology Caching Nodes Massively Scalable Service Caching Layer Very Low Latency Content Router Propagation for On-Demand and (CDN) Real-Time applications Streamer Highly Arrays optimized Guarantees non-stop Service Edge Availability through Advanced Streaming Resiliency Features

Intelligent Service Routing for Global Network Routing and Service Extensions Entertainment Services Entertainment Services

On-Net Off-Net

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 34 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 38 Videoscape Videoscape Videoscape Media Gateways STBs Soft Clients

Cloud Driven Service Infinite Content Choices Supports PCs, Macs, Tablets Enablement (Broadcast, VoD and Online ) Connected TV, Mobile Phones, Game Consoles Video Optimized Web 2.0 applications enabled Open publishing Customizable UI Application Centric environment

Videoscape Common Software Framework

Multiple Presentation Engines (Flash,HTML5…)

Cisco Conductor

IP STB & Whole Storage Home DVR Services PC Screen as Client Video A/O Inside Voice and Outside the Bundle Home

Cloud Fixed Mobile Convergence

Content Streaming Videoscape & Portability Media Home Video Gateway Monitor Service

SmartPlug

Radiator Internet Enabled Computer Valve TV / DMA Smoke Detector eHealth Thermostats Sensors Network Alarm Printer 802.11n Panels Wi-Fi 10/100/1000 Z-Wave / Ethernet ZigBee Family Room STB

Internet Radio UPnP-AV / DLNA Media Server VoIP SIP/IMS Analog FXS Phones

3G/4G USB 2.0 Internet Enabled TV / DMA

USB Flash Drive/ Mobile Disk Storage Data File Server Broadband Internet

© 2010 Cisco and/or its affiliates. All rights reserved. Internet Cisco Public 41 • In-browser players in Flash & Silverlight Trick play controls, playlist carousel, multi- resolution (std, full, widescreen) Social / Viral – email a friend, embed code for bloggers, post to social networks (MySpace, Facebook, etc.) Video playback, ad insertion & metering DRM support

• Catalog & channel browser widgets for embedding

• Download app provides offline experience

• Full SDK for customization

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 42 • Service providers expand on- demand/linear solution to unmanaged devices • Digital Media: TV Shows/Seasons, Movies/vDVDs, Music, Apps etc. • Linear, On-Demand, “My Digital Locker” (tie in to VSP & Linear module) • State/history/ personalization in the cloud “iPad Companion App” enhances collaboration between Cisco STB/Gateway and 3rd Party devices • Enhanced social networking integration • Full SDK to allow for both light & deep customization

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 43 • Service providers can expand their on-demand/linear solution to unmanaged devices, driving premium consumption and providing solution parity with competition • Digital Media: TV Shows/Seasons, Movies/vDVDs, Music, Apps etc. • Linear, On-Demand, “My Digital Locker”(tie in to OpenCASE & Linear module) • State/history/ personalization in the cloud • Client side playlist creation/management • “Companion App” enhances collaboration between Cisco STB/Gateway and 3rd Party devices • Enhanced social networking integration • Full SDK to allow for both light & deep customization

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 44 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 45 • Connection Management – Scalable connection management for XMPP and WebSockets sessions End - • – Multiprotocol messaging and t

Messaging CDS Suite Control Content

translation Migration Head Managemen • Identity – Maintenance of device and subscriber identities for message routing and notifications Network Service API (XMPP, Web Services)

• Services Infrastructure – Enables device signon, provisioning, service discovery/registration, and service/app orchestration leveraging XMPP and WebServices

• Instrumentation/Auditing – Enables accounting, billing, analytics, and reporting

• NMS Interface – Exposure of instrumentation data and system performance via SNMP Network Client API (XMPP, Web Sockets, Web Services) • Administrative/OSS Interface – Administrative UI and exposure of key functions through programmatic APIs Legacy Controller • Data Store – storage for core Conductor functions 1W 2W GW STB PC/Mac Tablet Phone STB STB

NG Service Management and Real-time Apps Cisco Conductor for Videoscape - Higher resiliency & Ultra-scale 5 Next Generation Applications - With real-time info

New Lifestyle Applications Videoscape Media Gateways - Efficient media distribution inside home 4 Enter adjacent markets with lifestyle applications Nexus & UCS - Virtualization for scale & efficiency

Jump-start Integrated Experiences Videoscape Migration Portfolio - Support integrated applications on legacy STB 3 Videoscape STB- Unmanaged & managed content to TV with hybrid / IP STB

Expand the reach beyond TV, Gain Efficiencies Videoscape Media Suite & Videoscape Soft Clients– Offer TV Everywhere 2 CDS-IS/AVSM - Gain CDN distribution efficiency & scale, Better experience CDS TV - Leapfrog Legacy VoD system limitations with distributed architecture & scale

Strengthen IP Foundation IP Core with Optical - Scale IP infrastructure 1 DOCSIS 3.0 – Expand the IP foundation for high-speed IP services

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 47 Clients Clients Clients Clients PC/Mac PC/Mac PC/Mac PC/Mac iPad Tablet iPad Tablet iPad Tablet iPhone iPhone iPhone Android Android Android Smartphone Smartphone Smartphone Android Tablet Android Tablet Connected TVs Connected TV (Sony, (Sony, Samsung) Samsung) Xbox 360, Wii

Thank you.