are ott the new walled gardens
TRANSCRIPT
Are OTT The New
Walled Gardens?
Presentation given at VoLTE 2011 conference, Paris
VP Products & Marketing, TBU
Amir Zmora
Thanks to HikingArtist.com for the cool illustrations used in this presentation
OR
How do I, the incumbent,
sustain my market position?
Élysée gardens
The Apple is
continuously changing
the world (part 1)
The Apple is
continuously changing
the world (part 2)
The Apple is
continuously changing
the world (part 3)
The device changed
user behavior and
demand
We, the users, are expecting more
What are the incumbent SPs doing about it?
OTTs are maximizing the new world created
Are OTTs
challenging
SPs position?
The OTT/SP
comparison
Fast & Nimble
OTTs
Innovative
Freemium
OTT Islands
Users
Service
Closed
Take it or leave it
OTTs need a
network to run on
The SPs….
are still under construction
But when they get there
They will do it with VoLTE
So what is the killer app?
No such thing…
Voice & SMS are not enough
HD Voice
Video Chat (HD)
Advanced SMS Services
Presence
IM & Chat
File Sharing
SPs advantage using VoLTE
Standard & Interoperable = Open
Part of other services
Secured
Own the network, QoE
Own the customer base
Imagine you could…
Enable video communication for
Your consumer/business customers
On any device
On any platform
Linked to your business logic
Directly from the web
Bringing Video to Play
Solution Needs
Customizable Multi-platform
clients
Mobile
Tablet
Desktop
Room-system
Value Added Services & Data
center servers
Conferencing
GW
Recording
Security
FW/NAT
Management & Control
Call control & service creation
Configuration
SW upgrade
Directory service
Protocol agnostic services
A Complete Deployment Solution
VoIP Client Architecture
Optional modules
Management plugins
V²oIP Client modules
BEEHD low-level modules
V²oIP Client
Configuration module
Settings and
Parameters
SNMP Agent
Access
Rights
Software
Upgrader
Open APIs Web GUI
Signaling Media Engine
Debug
ASF (Presence & IM)
LDAP SIMPLE XDM MSRP XMPP
Call management
Call Control Wrapper
Media
Wrapper Protocol
Adapter
Protocol
Adapter
H.323 SIP
Media Engine Architecture
Real-time Infrastructure
Channels
Nodes
Memory
Manager
Peripherals integration
A/V Coding
Media Quality and Network Handling
Application Integration
NetSense FEC/XOR FEC/RS AJB Rate
Shaper
Session
Manager
Channels Channels
Channel Manager
AEC AGC A/V Lip
Sync
G.711 G.722 H.263 H.264 H.264/
SVC
H.263 /
OpenMAX
Speaker Mic Camera Display Android MV Linux Windows
AMR
WB
AMR
NB
H.264 /
OpenMAX
Handling IP Network Impairments
Packet Loss - Corruption SVC + FEC
Packet Loss - Congestion NetSense
Jitter, Out of Order AJB
Maintaining High Quality – Regular H.264 Technology
X
Time
Maintaining High Quality – Regular H.264 Technology
X X X X X X X X
Time
Maintaining High Quality - RADVISION’s SVC
Technology
Maintaining High Quality - RADVISION’s SVC
Technology
FEC FEC FEC
RADVISION’s NetSense
Delay based
bandwidth
estimation &
adaptation
1. Monitor delay for “trends”
2. React accordingly
3. Converge quickly to the effective bandwidth
Routers are leaky
Router’s have a leaky bucket FIFO queue
Routers are leaky
But sometimes pipes shrink
Routers are leaky
And overflow occurs
NetSense
NetSense reduces bandwidth before packet losses occur on the
network, reducing video artifacts and increasing video quality
About RADVISION
A Global Market Leader
37
Industry Leader in Video communications over IP products and
technologies since 1992
First to market with VoIP technology solutions
Annual Revenues in 2010 - $95 Million
Strong Debt-free Balance Sheet with $116M in Cash
Listed on NASDAQ:RVSN March 2000
440 Employees Worldwide
4 Major Development Sites
17 Sales and Support Offices
Two Complementary Business Units
Technology Business Unit (TBU)
Advanced HD Video Client Products and Frameworks
Enabling Technology for Developers of Video and Voice over IP (V2oIP), 3G
and IMS Client/Server solutions
Market Share Leader in Protocol Stacks (H.323, SIP, IMS)
Professional Services Group
Video Business Unit (VBU)
Video and Voice Conferencing Solutions for the Enterprise Market
Infrastructure, Management Software and Endpoints
Technology Business Unit Mission
Making video a natural part of every electronic
communication by providing a complete
Video Deployment Solution
Thanks to HikingArtist.com for the cool illustrations
In conclusion, don’t wait
Innovate
Launch
Listen
Change
Thank You!
Amir Zmora
VP Products & Marketing, TBU