End to End IPTV Design and Implementation, How to avoid Pitfalls Rajiv Chaudhuri Ericsson Consulting Agenda for the IP TV Design Tutorial 1. IP TV Business Models and Challenges 2. Key IP TV Design Considerations 3. Delivering IP TV Services and Quality of Experience 4. Testing Considerations 5. Future Directions 6. Finally – Key Messages NETWORKS20008 2 1. IP TV Business Models and Business Case Challenges What is IP TV ? It is “TV anytime” with no strict dependency on the fixed program guide Can replace cable and satellite based video and TV broadcast services It is broadband TV, video on demand and interactive TV It offers triple play service bundling – voice, video and data on FTTP and ADSL 2+ and VDSL access Viewers would expect a predictable or better service quality, when comparing IP TV with Broadcast FTA, cable and Satellite TV services NETWORKS20008 4 Slide 4 What is TV? (Broadcast, Internet TV, IPTV) air DVB-S DVB-T DVB STB Broadcast TV HFC DVB-C DVB-H / HSPA Internet TV xDSL/FTTx Internet DVB-IP IPTV STB IPTV TV xDSL/FTTx IP Server NETWORKS20008 5 IPTV Scenarios Managed vs Unmanaged Live content Ingestion 1 Telcos (QoS) Telcos (QoS) 2 ManagedManaged NetworkNetwork 3 4 Internet Content InternetInternet UnmanagedUnmanaged NetworkNetwork 1. Professional content over managed network to PC client (Broadband TV) 2. Professional content over managed network to STB (IPTV) 3. Internet originating content to STB (Internet TV = Web TV) 4. Internet orientating content to PC (Internet TV = Web TV) NETWORKS20008 6 IP TV Scenario Analysis PC Based Internet TV Model IP TV via Set Top Box (STB) Model –A pure Video On Demand Approach – Combination of both Linear –Primarily portal based as extensions to Broadcast and Video on Demand broadcaster’s linear digital channels Approach Commercial Broadcasters - NBC in the – Connectivity via Operator’s US, Channel 4 and BBC in the UK have Closed Broadband Network launched their own video on demand – Standard Pay-TV distribution portals model –Connectivity via Internet only – Revenue model is a combination –Leveraging existing content from digital of channels funded through a combination Subscription based of revenue sources including Pay-per-view Advertising Advertising Pay-per-view – Broadcasters, content providers, Subscription based advertisers or disintermediators Download to own have a revenue sharing –User generated content from Portals arrangement with the Telco such as YouTube and MySpace –Video and music On-Demand Portals such as iTunes and Joost NETWORKS20008 7 Open the network to internet TV Managed TV Internet TV OTT, over the top TV Digital Terrestial Broadcast only Online streaming eg YouTube Satellite Broadcast only Legal P2PTV eg Joost Cable BC, Unicast, OTT other P2PTV eg SopCast IPTV (part of 3play) BC, Unicast, OTT Download TV eg iTunes Living room Desktop/ laptop Mobile Quality, reliability Interactivity,multi-tasking personal consumers viewing time distribution Internet and IPTV over same networks, filling different needs NETWORKS20008 8 IP TV Business Model Examples Value-Added Internet Virtual Video Store Service Provider A little VoD infrastructure and not own access network Broadband Internet Access and rich value added Convenient access to video library at a user’s services included IP TV and VoD preferred time PC centric users and own customer base Premium VoD –Hot, Exclusive, large choices and Internet Protal services including information speciality content for specific target segments services, music downloads, online gaming Pay per view or certain number of films per month Flat broadband Access and IP TV Services and Brand name and easy content navigation is pay-per-view for VoD essential Enhanced TV Service Provider Triple Play Advanced TV services at competitive price Combined video, telephony and broadband TV centric users with often own broadband internet services for mass market customer base or registered IP TV subscription TV centric users, telecommunications customers users requiring to subscribe to triple play bundles IP TV services including rich and varied bundles IP TV services including rich and varied bundles of channels , EPG, PVR, NPVR and Interactive of channels, EPG, PVR, NPV, interactive services, services VoIP and other IP services. Subscription and additionally pay per view for Subscription Triple Play bundles, plus pay per VoD view charges for VoD NETWORKS20008 9 IPTV Penetration at Connected Households 16% ISP 14% 12% 10% Within BB connected households 8% Within TV connected 6% households 4% 2% TV Service 0% 2006 2007 2008 2009 2010 2011 Provider NETWORKS20008 10 IP TV Business Case Challenges Content and Media Business Model Service Control Management Setting up a dedicated team for Supporting new services such as The new service and the absence of business content selection and program network PVR, VOD Distribution scheme experiences at scale and the important size of the schedule management Limit access to certain services in case required investments (eg. Content and technology) Developing expertise in content of network and service infrastructure The important trade-off between service and negotiation, cross-selling, promotional overload eg. Video servers content offerings offer management and defining the The Cost of content and Service content refreshment policies QoS Management and service control architecture to handle load peaks and Quality assurance and compliance ARPU, the life time customer value service mixes process for content providers Customer Care Product Technology End to End Service Assurance and Billing Choices Strong need for real time troubleshooting Integrating the IP TV billing processes Monitor all the end to end architecture (CPE, TV, with the existing billing processes Use of off-the -self products to be STB) Design new billing processes and build integrated in Telco’s infrastructure or Proactive segment status analysis and start interfaces with external payment GWs define architecture and standards and automated trouble management and recovery Customer self modify subscription ask suppliers to adapt their solutions to process if required Managing he peak for customer care this scenario Identity the customers who could be affected by the during prime time hours ( 8:00 PM to Cost effective STBs with high video service and network problem Midnight) quality, GUI and interactive services Proactively managing new challenging areas such Building attractive commercial offer by Ability to offer high scalable title search as video quality management and conditional access bundling TV services with Voice and for on-demand movies and contents management Data NETWORKS20008 11 IPTV study – Consumer Behaviors Only 30% satisfied with service People are referring to old technology – Features not living up to expectations/old technology are irritating Most households 1. Improve service reliability (73%) experience this problem on a daily or weekly basis. 2. Would like to be able to choose their own It has now become a “oh channels (69%) no, not again” feature. 3. Having the service available on more than one TV (60%) 4. Most of all, care about the content and its quality! (75%) 5. It must be very easy to get something showing what viewers want to watch (75%) Source: Web survey with users No need to fine tune the details until the basics are in place! NETWORKS20008 12 Critical Success Factors for IP TV Positive User The Right Content High Quality of Service Experience Having the right movies Improved ICC for immediate Releasing content in a competitive time Quality of Service in IP viewing windows networks to deliver constant Automatic system requirement Exclusive premium content eg. Broadcast quality in transmission checks sports or new series MPEG4 compression Easy STB installation Providing speciality and local content Video Call Admission control Easy payments for pay-per- customised to targeted group view services Tight Operational and Low Priced Interactivity Cost Control Set-Top Boxes Major differentiator compared to Operator will have to subsidize Extendable content environment traditional broadcast TV where or pay for STBs Require tight cost control as competition there is no back channel Require close partnership with for IP TV customers is fierce between As a lever to accelerate STB vendor to deliver IP TV client Telecom service providers, traditional application convergence on three capabilities at a lower cost broadcasters, Energy and Media companies screens PC, Mobile and TV Volume purchase should be In the case of VoD there is competition Opportunity for personalised Ad used to lower STB procurement from neighbourhood video store selection costs NETWORKS20008 13 Summary Of IP TV Business Model and Challenges Telco’s QoS managed network is a vehicle to deliver both managed TV and Internet TV with high Quality of User Experience For IP TV Services, Content is the key, but operators need to be mindful of important commercial trade-offs between content and services IP TV offers a new, more compelling model for advertisers to reach and influence consumers. Ability to target adverts more accurately by time viewed, by programme and via viewer profile could deliver new revenue opportunities for both Telco’s and the advertisers Product and technology choices are critical to ensure that, features delivered must meet the user expectations and preferences Organisational realignment is necessary to develop User Centric IP TV value Delivery Model in a cost effective fashion The IP TV business model could