accelerating iptv innovation:

11

Accelerating IPTV Innovation:Best Practices in IPTV Integration

NAB 2008

Curtis HowePresident & CEO

Mariner Partners, Inc.

© 2006, MPI Proprietary and Confidential

2© 2008, MPI Proprietary and Confidential

10 years of IPTV middleware and SI experience

• Led SI for world’s first commercial service launch (NBTel / 1999)

Co-founder Mariner 2003: IPTV solutions & services

• Global customers: IPTV service providers and ecosystem vendors

Sample IPTV ecosystem SI projects

• HD PVR and middleware

• IPTV QoE Crawler, Mapper and QoE Agent

Solutions targeting the unique challenges of IPTV

• xVu: Customer Experience Monitoring

• Frostt: IPTV Service Acceleration Platform

• `

Background



To deliver a superior service to the market

• Differentiate with unique features and future innovations

• Drive market share and improve customer retention

To increase revenue per home passed customer

• Maximize market share of homes passed

• Increase ARPU with new services

To accelerate service innovation via broadband IP

• Utilize the open platform: flexible development & integration

• Leverage internet service models: ordering, fulfilment…

The IPTV Challenge (in 1997)



IPTV Innovation 1997 - 2007

Infrastructure-Intensive

Integration

• HEAD END • NETWORK • CPE• MIDDLEWARE • OSS

Service innovation achieved by integration in the infrastructure

DTV, PPV

HD PVR

1980 1985 1990 1995 2000 2005 2008

RF C

able

TV

HDTV

GAMES

VOD

2 SD TV

CLID

VDSL 2

MPEG 4

SOC STB

DRM

ADSL 2

MPEG/IPIPTV

Market Inflection Point



OSS /BSS

Customer Premise

Integration is Hard!

5

Encoders

Middleware

EncodersEncoders

Regional

Distribution

Network

Transport

Network

HE Core

Switch

Central Office

DSLAM

DSLAM

Remote

DSLAM

JWI

JWI

JWI Protector

Splitter

Residential

Gateway

STB ClientDRM VOD

Content

Provider

STB Client

Example:

HD PVR Upgrade



VOD

Customer Premise

OSS /BSS

Encoders

Middleware

EncodersEncoders

Regional

Distribution

Network

Transport

Network

HE Core

Switch

Central Office

DSLAM

DSLAM

Remote

DSLAM

JWI

JWI

JWI Protector

Splitter

Residential

Gateway

STB ClientDRM

Content

Provider

STB ClientMiddleware

Encoders

VODDRM STB Client STB Client

Example:

HD PVR Upgrade

Content

Provider

Complex

Minor

Integration is Hard, Very Hard!



VOD

Customer Premise

OSS /BSS

Encoders

Middleware

EncodersEncoders

Regional

Distribution

Network

Transport

Network

HE Core

Switch

Central Office

DSLAM

DSLAM

Remote

DSLAM

JWI

JWI

JWI Protector

Splitter

Residential

Gateway

STB ClientDRM

Content

Provider

STB ClientMiddleware

Encoders

VODDRM

Content

Provider

STB Client STB Client

Example:

HD PVR Upgrade

… add capacity

HE Core

Switch

Transport

Network

Regional

Distribution Network

DSLAM

DSLAM

DSLAM

JWI

JWI

JWIResidential

Gateway

Complex

Minor

Integration is Hard, Very, Very Hard!



Evolving IPTV Service Innovation

Accelerate innovation without extensive changes to core infrastructure

1980 1985 1990 1995 2000 2005 2008

RF C

able

TV

IPTV

Differentiating

Applications

- Where?

Service

Innovation

- How?


Integration

• HEAD END • NETWORK • CPE• MIDDLEWARE • OSS



1980 1985 1990 1995 2000 2005 2008

RF C

able

TV

IPTV


Integration

Applications

Framework “Infrastructure

agnostic”

Web Innovations:Personalized, Interactive

Video Content, Social Media , Self Service

Web

Decouple innovation from underlying infrastructure (i.e. SOA)

Technology

Inflection Point

Leverage Web Integration Architecture



IPTV-Enabled Web Apps

Example: “Targeted Ad and Impulse Buy”



Example: “Do you want to purchase?”




Example: “Zero-Touch Fulfillment”




“Web” Architected Integration

OSS /BSS

Middleware DRM VOD

Example: Targeted Ad and Impulse Buy

Customer Premise

Central Office

DSLAM

DSLAM

Remote

DSLAM

JWI

JWI

JWI Protector

Splitter

Residential

Gateway

STB Client STB Client

EncodersEncoders

Encoders

Regional

Distribution

Network

Transport

Network

HE Core

Switch

Content

Provider

Banner ad

Self Service

WEB VIDEO

SUPPORT

Banner ad

Self Service

Complex

Minor

Content

Provider



What did we just see ….

Targeted ad delivered to an IPTV customer

Online purchase with zero-touch

fulfillment

With no change to the existing

infrastructure

ACCELERATE

INNOVATION

� Leverage existing

ecosystem investments� Deploy with less risk

� Shorten development and testing timelines

Grab market share� Overtake cable with “Interactive”

services

Access new revenue sources�Harness new revenue generating services

Control OpEx� Reduce help desk calls and

unnecessary home visits



Thank you!

Curtis HowePresident & CEO Mariner Partners, Inc.

P 506.642.9000

[email protected]

Come join us at booth C1154

www.marinerpartners.com

www.xvumariner.comwww.frostt.tv

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