SFR Transition to 3Rd Wave
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Future of Video Videoscape Architecture Overview Admir Hadzimahovic Systems Engineering Manager – EME VTG May 2011 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 1 Videoscape Architecture Overview Agenda: 1. Key IPTV video drivers 2. Claud – Mediasuit Platform 3. Network and ABR 4. Client – Home Gateway 5. Conductor 6. Demo © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 2 CES Las Vegas Videoscape © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 3 Consumer Broadcasters CE/Over The Top Service Provider Behavior and Media 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 8 Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Public 21 But SP’s Struggle to Deliver Online Content Intuitive Unified Navigation on TV /STB for All Content Multi-screen Web 2.0 Experiences on TV experience TV/STB © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 9 Limited Revenue Growth and Increasing Costs 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 13 13 CommonAccount Holder Linux Platform PC 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 14 Integrated & Consistent Infinite Content Sources Managed & Unmanaged Networks Managed & Unmanaged Devices © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 15 Cloud Network Client 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 16 Enhancing Medianet Architecture 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 19 AT&T U-verse Online Verizon FlexView Bell TV Online Disney Movies Online Paramount Media Store Onet TV Catch Up © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 20 Media Suite Market Examples Example Target Segments Service -Cable Provider -Telco Target Segments Media -Content Provider Broadcaster -Content Aggregator Paramount Digital Storefront © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 21 Players And Widgets CMS Entitlement Publisher 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 27 Content Sources MediaSuite Field Extract, Mapping Metadata r Filter, 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