telecom line...• controlling end user experience on the screen • placing content on any screen...

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Jean-Michel Demoulin

Telecom Line Future of Video: a Cisco Vision

May 19, 2010

George Stromeyer

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Jean-Michel Demoulin 2

In Home Content

Personal Media

Live Internet- Syndicated Programs

Movie + Episodic Portals

Internet UGC

Video Aggregator

Portals Time-Shifted Internet

Broadcast Programs

Video Market Transition #1 in Europe Two Worlds of Media are Converging on All Screens in the Home

Linear / Broadcast

TV

Traditional VOD

Cable / Telco /

Satellite / DTT


Objective: retain audience market share by

•  Expanding from terrestrial and satellite to using broadband TV for delivery of content and interactive services

•  Controlling end user experience on the screen

•  Placing content on any screen

Video Market Transition #2 in Europe Free TV Push by Broadcasters to Next Gen TV

CANVAS Hybrid Broadcast Broadband TV


Source: Cisco Visual Networking Index—Forecast, 2008-2013

Video Market Transition #3 in Europe

Exabytes per Month

Consumer IP Video Traffic Will Grow

63% CAGR ’08-’13

As Global IP Traffic Traffic Grows 40% CAGR ‘08‘13

Carrier networks must become more intelligent in managing media rich content


Video Market Transition #4 in Europe Broadcast Industry in Transition

Operational Challenges

Revenue Opportunities

Digitization of Content

High-Definition Content

Multiple and Bi-Directional Delivery Channels

Multiple Formats for Multiple Devices


Market Forces are Bringing Video to a Tipping Point

Two Worlds of Media are Converging on All Screens in the Home

Free TV Push by Broadcasters to Next Gen TV

Carrier networks must become more intelligent in managing media rich content

Broadcast Industry in Transition

Hyper-competitive video markets are forming


Hyper-competitive Video Markets Means More Competition in the Home

Sophisticated Retailers Content Owners

Service Providers

OTT Players CE Players

Consumers

Broadcasters


Hypercompetitive Video Markets Drive Platform Transitions Case Study - UK

+ mobile operator?

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Jean-Michel Demoulin 9 9

Next Generation Platform Built on Web Services Protocols Accelerates universal reach and 3rd party innovation

Content networks scale exponentially for large-scale unicast services Leveraging multicast technologies for efficient distribution

Video intelligence propagates deep to the network edge

Providing media, device, and network awareness

Common Client Architecture

Multi-device support for PCs, STBs, gaming consoles, mobile devices, etc.

Architectural Tenets for Platform Transitions

Services Across Managed and Unmanaged Networks Common experience no matter where the user connects

Basis for Cisco Medianet Architecture


Service Provider Steps to Success

Wholesale Services

Consumer Services

Value Added Services

Existing Services

Arc

hite

ctur

al E

volu

tion

Breadth of Service

Wholesale CDN

Services

3rd Party Streaming Services

SP Wholesale

Cloud Services

Walled Garden Partitioning

Tiered Services

Fair Use Policies

Differentiated User Experience Service Velocity Monetization

CDN Service

Billing and Payment

Security and

Authentication

Consumer Data Mining

Metadata Aggregation

Targeted Advertising

Guaranteed Service Delivery

In-Home Control

UGC on TV Online Video on TV

N-Screen TV Service

Whole Home DVR

Online Video to PC

Advertisement Opt-in VoD

Application Store

RS- DVR

Online Premium Channels

Content Store


Typical SP Engagement: Medianet Enables New Business Models, With $12 / Mo. ARPU Upside


B2B Wholesale Services: SP providing CDN Services

Offer Description: SP manages web video for cable networks and their aggregator partners

Example

Overview

SP Consumers

CP $CDN Fees

$Content

Transport Savings

$

  Time Warner Cable offers MLB.com delivery support, storage and usage analytics.

  MLB pays TWC a delivery & storage fee based on total traffic volumes.

  CP controls the user relationship, SP offers only back-end services.

  CP pays the SP monthly service fees for delivery and other value-added services.


Cisco Medianet Value Proposition to the Content Provider, Service Provider, and Ultimately the Consumer

Consistent content access and application availability across networks and devices

Cisco Hybrid STBs and DMAs

Cisco Content Creation Platform

Cisco CDS

Cisco Media Aware

IP/NGN

Cisco Advanced Advertising

By developing a comprehensive video platform with Medianet Client

(SCTE 130)

V V V V

V V

V V

V V V V

V V V

V FC

Content Delivery Network

Media Data Center

Creating an interactive and content rich media experience across the devices leveraging the network

and software to secure differentiation


Business Models

Consumer Services

Consumer Data Mining

Metadata Aggregation CDN Service Billing and

Payment Security and Authentication

Targeted Advertising

Guaranteed Service Delivery

Wholesale Voice and Video

Services

Wholesale CDN

Service

3rd Party Streaming Services

SP Wholesale Cloud

Services

TV services to PC

Online Video on TV

N-Screen TV Service RS-DVR

Online Premium Channels

Content Store

Application Store


Wholesale Services

B2B

B2C

SP Platform

$ $ $

$ $

IP Video: Enabling New Business Models and Services


Canvas What do I get? What’s the catch? What do I pay?

Linear Channels (SD+HD)

On-Demand

Inter- active


+ Film/ Drama Factual Sports

Music Ethnic

News

Children

Film/ Drama Factual Sports

Music Ethnic

News

Children

+ Where do I get it?

Major neighbourhood retailers

  $100 to $400 for the STB, depending on features

  Other equipment for interactive and value added services may cost extra

  All content is Free to consume, giving better value for the license fee

  Interactive and value adder services may be charged extra by the service providers

Photo sharing

User Generated

Virtual worlds

Social Networking

Information Services

Communications

Gaming

Webcams

Security TV-Commerce

Home networking Video Conference

Set-Top Box

 Multiple Tuner with (MPEG2/MPEG4)  DTT+IP

 160-400 Gb hard drive  WiFi+ home networking

 HD

  You will need a Freeview antenna input

  You will require a broadband connection with > 2 Mbps (>8 Mbps for HD content)

  Your broadband package should allow for a suitable monthly download allowance for your viewing

  You may like to provide some information about yourself to enable directed advertising

1

3

2 4


Medianet: Guiding Technical Principles

Media Data Center

IP NGN Transport

At Home On the Move

Utilize open web protocols Speed service implementation across all screens

Interworking with legacy systems including IMS systems Through multi-stack clients and/or network gateway functions

Purpose built video hardware replaced with off-the-shelf hardware

Virtual machines increase flexibility, “green” media data centers

Implement video intelligence throughout routing infrastructure Optimize and ensure resiliency

Multiple presentation layers to support myriad of IP devices Flash, W3C, Silverlight

Unified CDN support for MPEG and Web protocols Including fragmented MPEG-4 and rate adaptation


Phasing of IP Video Architecture

Phase 3: Open Application

Platform

Next Gen Build-out

1.  Open Application & Content Platform

2.  Media Data Center Phase 2 (video virtualization)

Phase 2: IP Video (Mgd or

Unmng’d)

Next Gen Build-out

1.  Web Services Command & Control

2.  IP Video Gateway

Phase 1: Extend & Scale: Cloud & IP NGN

Next Gen Build-out

1. Extend IP NGN 2. DOCSIS 3.0 3. Cloud: CDN & Media Data Ctr 4. Hybrid set-tops

Phase 0: Today

Infrastructure: DOCSIS 2.0

Traditional set-tops

New Services: 1.  Ultra Broadband 2.  Cloud Video 3.  TV to PC / scale libraries 4.  RS-DVR 5.  W3C widgets

New Services: 1.  Unmanaged network

delivery 2.  Online video to TV 3.  N-screen RS-DVR 4.  IP application partners

New Services: 1.  Massive Scaling of App &

Content Infrastructure


Why Telecom Italia Chose Cisco CDS-IS

 CDS-IS offers the scalability and resiliency needed to provide video to millions of users

Easy to add new features and streaming capacity Easy management and provisioning

 Only solution that has Adobe Flash streaming embedded

 Supports Flash streaming Vod and Live

 Supports other streaming technologies (such as WMP)

 Existing GSS utilization (common to CDN-ACNS)

 Attractiveness of 3 screen play (TV, Internet and mobile streaming) in same platform


Ensuring Simple and Personalized Consumer Experiences with Cisco e2e solutions

(SCTE 130)

V V V V

V V

V V

V V V V

V V V

V FC

Content Delivery Network

Media Data Center

1. Intelligent network

2. Consumer home devices leveraging Retail capabilities

Cisco CDS

Cisco Content Creation Platform

Cisco Advanced Advertising

Cisco Media Aware IP/

NGN

Hybrid STB

IP phone

NAS

Flip

RGW

HTP

telecom line...• controlling end user experience on the screen • placing content on any screen...

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