keys of iptv sucess
DESCRIPTION
Presentation made by JM Planche, Chairman of Witbe, during IPTV World Forum Asia, in SingaporeTRANSCRIPT
Is quality a real competitive advantage on IPTV services success ?
IPTV World Forum Asia
Dec 4th 2008
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Quality is a fundamental part of the success
Emotion
/ Interest
Quality of ExperienceValue for the money
= USER EXPERIENCE
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1st key : The value for the money
Before, rules of success were easy to understand :
Brand name
Access to the market
People that have video / television / telecommunication knowledge
Money
Content access
Ability to deploy and deliver
But now, what about :
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2nd key : the EMOTION or at least the INTEREST
To cut a long story short:
Content: Multiple strategy : from premium exclusive content to content agregation
Services: The technological evolution have no limit like imagination
Content / Services
Happyness / Usefulness
“Very important topic but it’s not the today subject ...”
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3nd key : What about the quality ?
The famous QoS : Quality of Service
Everything seems under control (from this man point of view …)
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supervisor
I can see most components.
Services are under control.
From my point of view, everything is OK !
Supervision Console
Really ?
My channel change time is too slow
Too much freezes
Phone call quality drop
when I switch my TV on
I paid for this movie,
but where is it ?
Hey, I get bad images since
you use vacuum cleaner
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QuickTime™ et undécompresseur H.264
sont requis pour visionner cette image.
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The bad news sequence ;-)
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Frozen images QoS approach did not detect it
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Video-on-demand access error QoS approach have not detect it
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Momentary pixellisation transparent to QoS probes
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No decoding : CAS issue QoS probes see nothing
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We are no longer in a network centric world ...
Could it be, one day, totally under control ?
NO ... Main raison : the world has changed
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What he thinks about situation ... but
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Front of QoS approach lacks, we try to ask to the customer ...
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Can we rely on customers feedback ?
The human is not 100% objective
★ He is not ubiquitous
★ He is expensive
★ He can’t tell what happened and why
★ Providers and customers don’t see the same things
★ And most of all … it’s often too late!
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So what ?
Solution is not “generating more and more” datas
The problem is different, we have to be DIFFERENT
We need to change the approach :
Bottom up Top down
Cause to consequence Consequence to Cause
Add QoE information and QoS datas
In fact QoE is the What and QoS is Why
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You can’t improve something you don’t measure !
Measuring relevent things :
AVAILABILITY – PERFORMANCE & SERVICES CONFORMITY
But with automatic system
Private networkPrivate network
InternetInternet
Mobile networksMobile networks
Access networks Back officeApplication
servers
Presentation
servers
SecurityRoutersUsers
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With this approach we can see real problems
In real (live) situation
data collected from all French Telco's in October 2008
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We can really help to improve the situation
IPTV
Video MOS
VoIP
PESQ
Real exemple based on French operator,
in real operation
Firmware V.X Firmware V.X+1 Firmware V.X Firmware V.X+1
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3 top QoE priorities for end users
1.AVAILABILITY : it’s the top priority when launching a service
2.PERFORMANCE : channel changing time for exemple 2005 : between 5 s - 9s
2007 : between 1.5 - 3.7s
now (P+/P-) : around 2s and between 0.5s and 0.8s with special optimizations
3.FIDELITY : quality of image / sound measure with Witbe VideoMOS IPTV / DSL : between 2.5 - 3.2
Cable TV : between 3.5 - 4.3
1. But industry works very hard to improve it ... and fiber arrives ...
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Quality and the bottom line
Bad Quality of Experience = bad user experience
Causes considerable churn (up to 30% in 2004 at launch, < 10% now)
Is bad for brand image
Increases support costs (calls / sub / year)
Is a pity for the turnover and business opportunities
Good Quality of Experience
Creates a feeling of proximity and reduces stress
Instills loyalty & trust.
People say they’d call more often and watch more TV
• Pay more for quality
• Switch providers
Thank you !