what’s next –for “experience providers” an … networking today “videoscape” my video”...

What’s Next –For “Experience Providers”An Architectural Approach …

Bob McIntyre

CTO - Service Provider Business

Agenda

• Overview – “EP ” Strategy• Market Dynamics• Consumer Trends• Architectural Pillars• Use Case = VideoScape• How do we do it?

$$$ Roadmap …

“Table Stakes”

� IP NGN Network� Triple Play� Bundling� Application Velocity� Competition

History

Growth Opportunities

� Advanced Advertising

� Small Businesses� Wireless

Convergence� Home Networking

Today

“Videoscape”

� My Video”�High - Definition�Symmetrical�Self-provisioned

� Web Video� On Net/Off Net

1-3 Years

Customization of Video is Driving Architectural Change

Experience Delivery Replaces Service DeliveryExperience Delivery Replaces Service Delivery� Broadband speeds and streaming

technology improving

� Internet video increasing in quality

� Consumers have new viewing options

Intensified Competition Coming from all DirectionsIntensified Competition Coming from all Directions� More competition from traditional and

non-traditional sources

� Putting SP margins under severe pressure

� “Cord cutting” becoming a real option for the first time

Personalized Service ChoicesPersonalized Service Choices� Consumers want customizable services and

tailored user interfaces

� 2 billion apps downloaded from Apple, over 40 apps per iPhone/Touch

� Consumers want to watch what they want, when and where they want it

Exponential Growth in Video TrafficExponential Growth in Video Traffic� Video expected to be 90% of consumer

internet traffic by 2013

� Driven by the rapid Growth in HD and VoD Services

Video Ecosystems Realigned with IP and Broadband Networks

Intensified Competition Coming from all Directions

Intensified Competition Coming from all Directions

Personalized Service Choices

Personalized Service Choices

Exponential Growth in Video Traffic

Exponential Growth in Video Traffic

Experience Delivery Replaces Service

Delivery

Experience Delivery Replaces Service

Delivery

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5

Market Dynamics

Increasing Devices

Video Everywhere

Increasing Services

The consumer experience will also change…

The Lines are BlurringBlurring between TV and the Web

One exampleTaking iPlayer to the television

© 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10© 2011 Cisco Systems, Inc. All rights reserved

Consumer Video Trends� Massive Content Expansion

– 1000’s HD “channels” – TV and online

– Massive VOD Libraries (Comcast Xfinity, Netflix)

– 3D coming quickly (DirecTV, ESPN, Comcast)

� Premium Experiences– Increased consumption with HD

– Network assisted QoE

� Any Content to Any Screen– Common user experience across devices

– Format & device aware CDNs

� Open, Flexible, Personalized– Advanced advertising, playlists,

recommendations, social networking

© 2010 Cisco Systems, Inc. All rights reserved. 11

The Challenge & Opportunity Today

Experience Fragmentation

Diminishing SPNetwork Relevance

Evolving Legacy Infrastructure


Enables any content, any device, any locationfrom a single, open delivery platform.

Cisco Content Delivery System Vision

Content Delivery System

Traditional STB

IP STB

PC / PDA

Mobile

Broadcast TV

On-Demand TV

Games and

Music

Online Video

StartOver / StartOver / LookbackLookback

Internet VideoInternet VideoService/App Service/App AwarenessAwareness

Internet Video Internet Video (Flash, Move, (Flash, Move, WMT, HTTP)WMT, HTTP)

Personalized Personalized VideoVideo

Scalable Scalable National National

VoDVoD

33--Screen Screen DeliveryDelivery

Linear

On Demand

Time Shifted

Personalized

Ad Enabled

Cisco ConfidentialCisco IBSG © 2010 Cisco and/or its affiliates. All rights reserved. Internet Business Solutions Group

� 33% of broadband consumers watch TV programs on the Internet

� Broadband consumers watch more than 4 hours of video on the Internet

� 11% connect their computer to the TV� Another 11% watch video on their mobile

phone� 23% of broadband consumers use their

gaming consoles to watch DVDs� 9% rent a movie online from their gaming

console

In an average month:

Source: Cisco IBSG Connected Life Market Watch, 2010

Consumers Are Aware of Their Many Choices in Video Entertainment

13

Cisco PublicCisco IBSG © 2010 Cisco and/or its affiliates. All rights reserved. Internet Business Solutions Group 14

Our research shows everything from supplementation to replacement of multicast TV viewing

All TV Viewers(Broadband Users)

100%

Online TV as Primary TV

10%

ReplaceFull adoption of online TV replaces need for traditional TV

Online TV Viewers

53%

Online Video Viewers

68%

SubstituteIncrease in online TV usage takes some viewership away from traditional TV

Complement“(Online) contents create more interest, more buzz, and more awareness... drive more people to TV.” –NBC.com

Supplement“More television sets in the home, more channels and content to choose from, and using their DVRs more than ever.”–Nielsen

Percentage of Base

Effect on Traditional TV

Source: Cisco IBSG Connected Life Market Watch, 2010; The Nielson Company, 2010; NBC.com, 2010

© 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15© 2011 Cisco Systems, Inc. All rights reserved Confidential

B2CBusiness to Consumer

Capitalizing On The Two Sided Market

Differentiated User Experience, Service Velocity and Monetization

$$

Service Providers

TodayToday


B2CBusiness to Consumer

$$

Service Providers

B2B2CBusiness to Business to Consumer

Capitalizing On The Two Sided Market

Leveraging Network and Data Assets as a Platform

Service Providers

Tomorrow Tomorrow

$$

$$

$$

$$

$$

$$

$$ $$$$

$$

Leverage Network and Data AssetsLeverage Network and Data AssetsSP PlatformSP Platform

$$

$$$$


Examples of Two -sided MarketsIndustry Side 1 Side 2Platform examples

Source:Telco 2.0

Travel Agencies and Booking CompaniesTravel Agencies and Booking Companies

Consumers and Business UsersConsumers and Business Users

BuyersBuyers

WomenWomen

AdvertisersAdvertisers

CustomersCustomers

Gamblers (punters)Gamblers (punters)

ConsumersConsumers

Job-seekersJob-seekers

End User Console Owners

End User Console Owners

Application DevelopersApplication Developers

SellersSellers

MenMen

End Users SearchingEnd Users Searching

MerchantsMerchants

BoomakersBoomakers

ArtistsArtists

EmployersEmployers

Game DevelopersGame Developers

Operating SystemsOperating Systems

AuctionsAuctions

Dating AgenciesDating Agencies

Internet Search Engines

Internet Search Engines

Credit Card NetworksCredit Card Networks

GamblingGambling

Music/ Record LabelsMusic/ Record Labels

RecruitmentRecruitment

Video Game SystemsVideo Game Systems

Airline Global Distribution Systems

Airline Global Distribution Systems

Airlines – BA, Virgin, Lufthansa, Delta, JALAirlines – BA, Virgin, Lufthansa, Delta, JALGDS

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

Today’s Relationship…


Tomorrow’s Relationship…

© 2010 Cisco Systems, Inc. All rights reserved. 22Network Intelligence Ensures the Quality Experience Network Intelligence Ensures the Quality Experience Network Intelligence Ensures the Quality Experience

Client Connects with Cloud, But Quality of Experience Depends on Network

Client Connects with Cloud, But Quality of Experience Depends on Network

NetworkNetwork

Power of Cloud + Network + ClientsQuality of Experience Assurance: SP Network Advantage

Latency...Jitter...Artifacts…

CloudCloud ClientClient


Cloud + Network + ClientCloud + Network + ClientQuality of ExperienceQuality of Experience

Introducing Videoscape: An Architectural Case Study…Real World!

Investment ProtectionExtended to Legacy InfrastructureInvestment Protection

Extended to Legacy Infrastructure

Videoscape

Integrated TV ExperiencesAcross Devices, Networks & Content Integrated TV ExperiencesAcross Devices, Networks & Content


Customer Examples

Onet TV Catch Up

Bell TV Online

Paramount Media StoreDisney Movies Online

AT&T U-verse Online Verizon FlexView


IP Infrastructure

VideoEnabler

Cloud/ManagedEnabler

MobileEnabler

Consumer/Business Experiences

Applications

Service Innovation

VideoServices

Cloud/ManagedServices

MobileServices

The Connected Life

IP NGN 2.0

SP Architectures: “The 4 Pillars ”

Managed Services Managed Services

WebEx/CollaborationWebEx/CollaborationCloud ServicesCloud Services

Unified Computing Unified Computing Content CachingContent Caching

VNVN--Link, VDC/SDR Link, VDC/SDR in Nexus/CRSin Nexus/CRS --11

Cloud/Managed:Cloud/Managed:Unified ServiceUnified Service

DeliveryDelivery

Video:Video:MedianetMedianet

CATV / IPTV / SATVCATV / IPTV / SATVCisco TelePresenceCisco TelePresence

Flip Video/UGCFlip Video/UGC

Targeted Advertising Targeted Advertising PersonalizationPersonalization

Video Monitoring,Video Monitoring,Visual Quality Visual Quality

Experience (VQE)Experience (VQE)

NGN InfrastructureNGN InfrastructureFocus: CostFocus: Cost --Optimized, Ethernet TransportOptimized, Ethernet Transport

Converged wireline and wireless aggregation network s being drivConverged wireline and wireless aggregation network s being driv en by Mobile Internet growthen by Mobile Internet growth

HighHigh --value packet processing value packet processing →→ general purpose processorsgeneral purpose processors

Mobile VideoMobile VideoLocationLocation --Based Based Services VPN Services VPN

ClientClient

3G/4G 3G/4G GatewaysGateways

IP RANIP RAN

Mobility:Mobility:Mobile InternetMobile Internet

Thank you.

Content DistributionContent Distribution

Media AcquisitionMedia Acquisition

On the GoOn the Go

Videoscape Videoscape HomeHome

Smartphone/ Tablet

Soft Client

Smartphone/ Tablet

Soft Client

Notebook & Tablet

Soft Client

Notebook & Tablet

Soft Client

Media GW

Media GW

Connected TV, PC &

TabletSoft Client

Connected TV, PC &

TabletSoft Client

Videoscape

IP Endpoint

Videoscape

IP Endpoint

Legacy HomeLegacy Home

LegacySTB

LegacySTB

3G/4G & WiFi3G/4G & WiFi

Cable, xDSL, FTTH

Cable, xDSL, FTTH

ConductorConductorSession ManagerSession Manager

Connection Manager

Connection Manager

Service / Proximity RoutingService / Proximity Routing

TV SchedulesTV Schedules

Managed VODManaged VOD

Linear TVLinear TV

Unmanaged VODUnmanaged VOD

Media SuiteMedia Suite

Workflow Control

BillingBillingSubscriber Mgmt

Subscriber Mgmt

EPG/Catalog

CDN Tier(Core / Aggr

Routing)

CDS Cache

CDN Tier(Core / Aggr

Routing)

CDS Cache

CDN Tier(Data Center)

CDS Content Acquisition

CDN Tier(Data Center)

CDS Content Acquisition

ABR Encoders

ABR Encoders Virtual

Origin Services

Virtual Origin

Services

Edge Routing & Caching

Tier

CDS Streamer

Edge Routing & Caching

Tier

CDS Streamer

Mobile Content Adaptation Engine

Mobile Content Adaptation Engine

Unified CMSUnified CMS

PublisherPublisher

EntitlementEntitlement

End to End System ManagementEnd to End System Management

Store FrontStore Front

UnknownUnknown

Device ManagerDevice

ManagerAlert ManagerAlert Manager Client Frameworks

Client Frameworks

Mobile Video GW

Mobile Video GW

Virtual STB (Cloud UI)Virtual STB (Cloud UI)

Live / LinearLive / Linear On-DemandOn-Demand

……

Cloud DVRCloud DVR

CompanionCompanionCross ScreenCross Screen

Videoscape Enabled Services

IP Video Compressio

n

IP Video Compressio

n

EncapsulatorEncapsulator

Advanced AdvertisingAdvanced Advertising

Social Networks

Social Networks

Recommendations

Recommendations

Reporting & AnalyticsReporting

& Analytics

……

Provider systems

DRM Packager

DRM Packager

OTA/Sat/Network


SPs at CrossroadsCompetitiveness Vs Investment Protection

VoD SystemMonolithic legacy systemsLacks scale & multi-screen

Backend SystemExisting high investment in backend and middleware

IP InfrastructureHuge traffic growthMulticast to Unicast

STBs Existing high investment

In legacy STBs

CloudCloud ClientClientNetworkNetwork


Cisco Videoscape Value Add for EvolutionCompetitiveness + Investment Protection

VoD SystemMonolithic legacy systemsLacks scale & multi-screen

Backend SystemExisting high investment in backend and middleware

IP InfrastructureHuge traffic growthMulticast to Unicast

STBs Existing high investment

In legacy STBsVideoscape Media Suite

Cisco Conductor Multiscreen & integrated

experiences integration with existing backend

Cisco CDS platform Multiscreen offer, scale efficiency, bandwidth

savings pays off for new investment

Videoscape Migration PortfolioExperience on legacy STB

Videoscape IP STB & Gateways: For new markets &

consumers

CRS, ASR, DOCSIS 3.0 Investment protection is synonymous with Cisco

( common SPAs, IOS-XR)

CloudCloud ClientClientNetworkNetwork

Building on the Value of Current Investment5 Phase Deployment Blueprint:

Expand the Reach Beyond TV, Gain EfficienciesExpand the Reach Beyond TV, Gain Efficiencies

Jump-start Integrated ExperiencesJump-start Integrated Experiences

NG Devices, Service Management and NG Real-time App s NG Devices, Service Management and NG Real-time App s

New Lifestyle Applications New Lifestyle Applications

Migration WorkshopsMigration WorkshopsService Definition - Identify key legacy application s; 5+ year service outlookHeadend Architecture - Deep-dive to identify upgrade and optimization needsService Definition - Identify key legacy applications; 5+ year service outlookHeadend Architecture - Deep-dive to identify upgrade and optimization need s

Videoscape Media Suite & Videoscape Soft Clients - O ffer TV Everywhere:DLNA, Streaming, 5 DRM, Ad Portals, Widgets, Apple Integration, etc…

CDS-IS/AVSM - Gain CDN distribution efficiency, Bett er experience

Videoscape Media Suite & Videoscape Soft Clients - Offer TV Everywhere:DLNA, Streaming, 5 DRM, Ad Portals, Widgets, Apple Integration, etc…

CDS-IS/AVSM - Gain CDN distribution efficiency, Better experienc e

STB - Unmanaged & managed content to TV with hybrid IP STBVideoscape Migration Portfolio - Support key legacy applications STB - Unmanaged & managed content to TV with hybrid IP S TBVideoscape Migration Portfolio - Support key legacy applications

Videoscape Media Gateways - Efficient media distribu tion inside home Enter adjacent markets with lifestyle applications

Nexus & UCS - Virtualization for scale & efficiency

Videoscape Media Gateways - Efficient media distribution inside home Enter adjacent markets with lifestyle applications

Nexus & UCS - Virtualization for scale & efficiency

Cisco Conductor for Videoscape - Higher resiliency & Ultra-scale Next Generation Applications - With real-time infoCisco Conductor for Videoscape - Higher resiliency & Ultra-scale Next Generation Applications - With real-time info

what’s next –for “experience providers” an … networking today “videoscape” my video”...

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