nick thexton - cisco · performance tests big data, better social network integration with tv, web...

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

Nick Thexton

VP & CTO, SP Video Technology Group

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

• Broadcast and live viewing still dominate the TV living room experience

• BUT Broadband TV usage is growing steadily

• Research regards this as additional viewing time

Nielsen: STATE OF THE MEDIA: CONSUMER USAGE

REPORT 2011


Source: Google, Sterling Brands & Ipsos: The New Multi-Screen World, 2012


• Digital Rights Management for those who REALLY need it

• Service Protection is more & more important

• Rights lockers offer an intriguing new set of business models, but they must be frictionless


• Better functionality, more platforms, constantly evolving service protection

• Higher security level and hardware anchoring utilization for HD and 4K content

• Deep integration with Videoscape combined more efficient content distribution

• Hosted DRM and content distribution services for medium and small customers

• Hosted OpSec and security tracking services

• Content sharing monitoring services

• Hosted services for the new technologies

• Forensic watermarking insertion and Internet content tracking

• DRM for content distribution on physical media (BluRay next generation)

• IPR and illegal copy detection

• Proactive antivirus protection for integrity control


HTML5 SDKSPARC UI Framework

Reference EPG

• Register online via Cisco

Developer Network

• API documentation

• Sample Apps

• Online tools

• White label UI

• Cross Device UX

• Based on UI framework

• Powered by Videoscape platform

• PC/Tablet/TV User Input

• Customizable Graphic Component

Libraries

• Pre-wired to Videoscape


Web EngineWeb Engine

Soft Client Reference UI (WebKit HTML 5 + Javascript)

Core Videoscape Services

Browser

Extensions

Business and

Application Logic

Platform

High Velocity

These components change

for most UI updates and

service roll-outs.

High Velocity

These components change

for most UI updates and

service roll-outs.

Low Velocity

Some Core components

may be customized for each

product insert, but most

changes tied to VS cadence

Low Velocity

Some Core components

may be customized for each

product insert, but most

changes tied to VS cadence

Components that

provide access to

cloud services and

normalize local and

legacy data and

services to

Videoscape.

Components that

provide access to

cloud services and

normalize local and

legacy data and

services to

Videoscape.


• Graphics acceleration

• Video Player

• DRM

• Adaptive Bit Rate

• Context & Control

• Advertising Agent

• AV Splicing

PlatformPlatform

Native AppNative App

“Web View”“Web View”

Native ExtensionsNative Extensions

Webkit engineWebkit engine PlatformPlatform

HTML5 AppHTML5 App

Webkit engine port

+ Native Extensions

Webkit engine port

+ Native Extensions


Html5 engineHtml5 engine

HTML5 ApplicationHTML5 Application

JSPAJSPA

JSAF

UNMANAGED DEVICESUNMANAGED DEVICES

extensionsExtensions

modules

Extensions

modules



JSPAJSPA

JSAF

MANAGE DEVICES

STACK

MANAGE DEVICES

STACK

extensionsExtensions

HardwareHardwareHAL



JSPAJSPA

JSAF

DEVICE STACKDEVICE STACK


CEC

WiFi Display Micro

Gateways

and Hubs

Networked

Device

Management

Tablets

HDMI Sticks


Pandaboard

Omap-4460

Pandaboard

Omap-4460

Galaxy SII

ARM/Exynos-4210

Galaxy SII

ARM/Exynos-4210

Cotton Candy

ARM/Exynos-4210

Cotton Candy

ARM/Exynos-4210

Web

Browsers

Web

Browsers

Web

Browsers

Web

BrowsersUnityUnity

Web

Browsers

Web

BrowsersUnityUnity UnityUnity

UnityUnity Web-BrowserWeb-Browser

Ubuntu

/ Linaro

Ubuntu

/ Linaro

Android

/ Samsung

Android

/ Samsung

Android

/ Linaro FXI

Android

/ Linaro FXI

Android

/ Linaro

Android

/ Linaro

Ubuntu

/ Linaro

Ubuntu

/ Linaro


• Today, Metadata very constrained, despite many attempts to improve

• Now possible to create in real-time new streams of data around the content

• Reduces cost of production and workflow

• Differentiates content offerings through a platform

• Powers new platform and third party applications


Global searches for Paul

McCartney during local

broadcasts of the Olympics

opening ceremony (PST)


Service Provider Custom

API

Management

API

Management

HTML5 UI ServerHTML5 UI Server

Client Messaging

Videoscape Sub-systemVideoscape Sub-systemComponent

#3Component

#2Component

#4

load

balancing

load

balancing

Data

Store

Data

StoreDomain ServicesDomain Services

load

balancing

load

balancing

APIs

APIs

Component #1

Client SoftwareClient Software

Client Application Framework

Application UI

HTML Engine

Platform Extensions

Client Abstraction LibraryClient Abstraction Library

Platform Middleware / OS

Cloud + Platform Services API

JavaScript, ActionScript, Java, C

-------- Platform Native ---------

Gateway (optional)

Gateway (optional)

Spring Integration Framework

API Aggregation, Adaptation, and Orchestration

Layer

API Aggregation, Adaptation, and Orchestration

Layer

Dev / Op

Portal

Logging

Throttling

Access

Control

ApplicationsApplications

Analytics

Companion Services

EPG/PVR Services

Account/Profile Mgmt.

End Point Mgmt.

Asset/Metadata Ingest

Transcode

Encapsulate

Encrypt

Home Network

Home Automation

Home Security

Voice

Email

Calendar

Authentication

Content Discovery

Media Share

Back-office Adapters

Reporting


• The successor to H.264

• Serves mobile video through to Ultra-high definition TV.

• Goal of new coding: to deliver same picture quality for half the bit-rate of AVC.

Could require up to 10x morecomputational complexity in the encoder

But only 3x more computational complexity in the decoder

• OTT systems could deploy sooner than broadcast

4K sequence

(Original 4096x2160)


• Current Enhancements / Additions

New Motion Adaptive De-interlacing algorithm

New Content Adaptive Vertical Temporal De-interlacing algorithm

New 2D Medium Filter

New Noise Reduction filters with

New optional Edge Thresholding

Enhanced Pre-processing Pipeline

• Move to full H265 across pipeline with DASH support


7

9

11

13

15

3001

3015

3029

3043

3057

3071

3085

3099

3113

3127

3141

3155

3169

3183

3197

3211

3225

3239

3253

3267

3281

3295

3309

3323

3337

3351

3365

3379

3393

3407

3421

3435

3449

3463

3477

3491

3505

3519

J

N

D

Frame

ATT-640x360-600k

CMP X264

CMP MC9x

• CMP with x264 was consistent higher quality than competition and most stable

consistent quality

• With H265, HD resolution much improved further on 600kbps

(low, stable JND results are better)


HSS

Elastic Services Framework

Unified Management

HLS

Network

Compute

Storage

Virtual Origin Services

HDS DASH MPEG

Storage and Source Abstraction

Unified Ingest, Indexing &Encapsulation

Legacy Media Origin Servers

Windows

IIS

IIS Media

Svc

Linux |

Windows

Apache

Origin

Module

Linux |

Windows

Apache +

File

Types

.ISM

.ISMC

.ISMA

.ISMV

File

Types

.ISM

.ISMC

.ISMA

.ISMV

File

Types

.F4V

.F4M

.F4F

File

Types

.F4V

.F4M

.F4F

File

Types

.TS

File

Types

.TS

Or ig in a teH S SH D S

H L S


Ve r t ic a l Ap p s A d / M e d i a Ap p s Bu s in e s s I n te l l ig e n c e An a ly t ic s a n dV i su a l iz a t io n

Te c h n o l o g i e s“ Ev o l u t io n o f S Q L ” “ Bo rn i n t h e c l o u d ”I n f r a s t ru c tu re A sA Se rv ic e M ac h i n e Le a rn in g C M U

D a t a A s A Se rv ic eLo g D a t a Ap p sO p e r a t io n a lI n f r a s t ru c tu reAn a l y t ic s I n f r a s t ru c tu re

Our research areas


• Real-time analytics platform

NoSQL-based, AWS-hosted

Analytics apps written Java

Visualizations written d3.js

• Now : platform robustness

Scaling and data persistence

Hadoop integration

Platform log analysis using Hive

• Next : customer lab trials


System operations

• Cross-device content

placement

• QoE analysis

• Infrastructure scaling

• Infrastructure failure

prediction

• Threat detection

Subscriber retention

• Churn indicators

• Subscriber package

recommendations

• A-B UX analysis

Data monetization

• Audience models

• Audience viewing

• Social activity


Infrastructure failure modeling

• Real-time log extraction from content and metadata system components

• Failure prediction model trained on historic data

• Proactive and autonomous system action using the predictive model outputs e.g. head-end component failed over to hot standby

Subscriber package recommendations

• Deep-packet inspection tracks per-subscriber consumption of 3rd-party OTT video services e.g. DailyMotion, Netflix, Hulu

• Per-subscriber VoD pricing model created

• Service provider content promoted in competition to OTT service

Subscriber action modeling

• Predictive model generated from previous subscriber actions

• Prediction of real-time behavior (with a confidence value) e.g. next content selection or next action in the UX

• Access to models provided to channels for promotion and advertising placement


ScalabilityScalability

Unified servicesUnified services

ElasticityElasticity

Closer integration with Web

technology

Closer integration with Web

technology

Community cloudCommunity cloud

Instantaneousness Instantaneousness

Based on UHE’s approach to remove silos;

Instant access to all content anywhere

Based on UHE’s approach to remove silos;

Instant access to all content anywhere

Pay as you grow; Pay less when scaling downPay as you grow; Pay less when scaling down

Unlimited user experience, based on trusted cloud

performance tests

Unlimited user experience, based on trusted cloud

performance tests

Big data, better social network integration with TV, web

micro-payments, true personalization

Big data, better social network integration with TV, web

micro-payments, true personalization

Leveraging existing development for new operatorsLeveraging existing development for new operators

Real time updates of service to accurately serve

multi-screen management

Real time updates of service to accurately serve

multi-screen management


Horizontal clients that

support browser-type

applications only

Horizontal clients that

support rich / native

applications

Solar Cloud

• Snowflake 12 remote UI HTML-5 application

• Solar will use a device native player & DRM

support, or NDS can provide VG-DRM for

devices with native application support.


Solar Cloud

• Same Snowflake 12 remote UI HTML-5

application

• Light profile versions of MediaHighway to handle

A/V control, rendering & security

• Gateway can handle caching, transcoding &

transcrypting

Pure IP set top box

Media Gateway

Hybrid set top box


0

1

2

3

4

5

6

7

8

9

10

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

0 4 8 12 16 20 24 28 32 36

milliseconds

throughput latency

Average

operations/sec

Cluster

size

Service scalability

consistently increases

with addition of

Cassandra clusters

Average latency

remains low despite

increasing traffic


Compute Storage Networking

Virtualisation

HypervisorOS

Cloud orchestration

Environment (~IaaS)Nova

SwiftGlance

Cinder Quantum

Platform as a

Service (PaaS)

Application (~SaaS)

PublicPublicPrivat

e

Privat

e

HybridHybrid

Community


• The drive for new services represents:

Differentiation

ARPU generation

CAPEX consolidation

But also end user trust

• New services beginning in 2012:

Home Security

SoHo IT Features

Automation & Monitoring

Media & Content

eHealth

Personal Content Protection, Backup

Energy Management

Domain-Specific

Cloud Services

Cloud-Enabled Applications

Unified

Collaboratio

n Services

Colla

b

Infrastructure

Mobile

Mobile

Services

Video

Video

Services

Enterp

rise

IT Services

Database, Messaging, Load Balancing, Presence, Identity, etc.

NetworkCompute Storage

Platform-Level

Cloud Services

Physical

Infrastructure

OpenStack Cisco Edition

Virtualization

Third Party Cloud Services

Hypervisor SDN

The speed of deployment and ability to

rapidly refine the service offering will be

dependent on having the correct network

and cloud infrastructure


Thank you.

nick thexton - cisco · performance tests big data, better social network integration with tv, web...

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