Internet Based Video
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Transcript Internet Based Video
Building Networks for Delivering IPTV
David Boland,
Sr. Manager, Next Generation Solutions
We will cover…….. (maybe not in this order)
Do you know where the video content is coming from??
This will drive your business case
Where are your IPTV subscribers coming from????
If you know where content is located and where your target market
is, you should know how to architect your network
“IPTV” versus “TV-over-IP”…there is a difference
Which do your subscribers want???..... $$$$$
Lay the groundwork for interactive applications
“Triple Play” or “Tricky Play”….. Things to watch out for as
you design your network
Decisions made today will affect $$$ tomorrow… watch out for the
“gotcha”
There are Multiple
Sources of Broadband Video
3
1
High-Speed Internet
Internet Based Video
Subscription Models, Movie Down Load sites,
Indy Film distribution, Video Communities of
Interest, Webcasts and Trailers
2
Broadcast TV
National outlets, local stations,
‘basic cable’
Video
Head-end
Office
2 of these
Video on Demand
Video
Hub
Office
Latest movie releases, Movie/Syndication
Libraries, PVR / Time shifted TV
Customer
VLAN
Video/Hub
Serving
Office
10’s of these
Policy Manager
100+ of these (local content and advertising)
Internet Video
Broadcast
TV
VoD
Cost effectively delivering IPTV content from multiple
sources over common infrastructure while ensuring QoE is
a significant challenge
Broadcast TV
NBC, ABC, CBS, FOX, local stations
Basic Cable: Disney, ESPN, FX, Animal Channel’
Broadcast TV:
Table Stakes Services
PIM
3. IGMP Processed
100’s of channels
2. IGMP
Snooping
10’s of channels
Broadcast
TV
1. IGMP
(PPPoE or IPoE)
No Cost / Low Cost Loss Leader
for certain Telco’s, depending on
business model, competitive
landscape, marketing strategy
Video on Demand:
Premium Service, Premium Pricing
Greatest Customer Interest:
• Lifestyle….. Personalized content
Video
Head-end
Office
• Greatest $$$$ Generation Opportunities
• “Long Tail” programming for free…..
• New releases and classics = $$$
• PVR = $$$
Customer
VLAN
• “Long Tail” Programs
• Classic libraries
Video/Hub
Serving
Office
Policy Manager
• Latest releases
• Top 100
VoD
1. Unicast request
Video on Demand
Latest movie releases: MGM, SONY, Paramount
Movie Library: classics, comedies, westerns
Syndication Library: Seinfeld, Gilligan's Island
Personal Video recording and Time shifted TV
Guaranteeing QoE for Premium VoD
services
Justifying $$$ for VoD and PVR……
Video
Head-end
Office
Video/Hub
Serving
Office
Policy Manager
VoD
1, Subscriber requests Movie
2, Request User Authorization
3, Activate Service Request
Plug-In ID, Address, BW, Port, Etc.
4, Confirm Network Resources
5, Enforce BW/QoS
6, Authorization Granted
7, Movie Streamed at Guaranteed
Service Level
Internet Based Video:
Risks and Rewards
Internet Based Content
Subscription: Akimbo, DaveTV, Brightcove
Movie Down Load: MovieLink, CinemaNow, Starz,
Encore, RealMovies
Indy Films: Atomfilms, iFilm, TriggerStreet
Communities of Interest:, video chat, video Blogs
Free webcasts: AOL, BBC
Video iPod – ABC & Disney
Customer
VLAN
Internet Video
Video
Head-end
Office
Video/Hub
Serving
Office
Video
Hub
Office
Policy Manager
Internet Based Video is growing but,
• Where is the service provider $$
• Big pipes - little value add for service providers
• Off network issues – security, download viruses, worms
• Zero advertising revenue opportunities
• Increasingly users streaming video content from websites
But…………
High Speed Internet customers
are the IPTV target market!!
The provider that wins the High Speed Broadband customer
today… will have the IPTV customer of tomorrow.
Call Center activity required to “up sell” HSI customers
Millions on line already… viewing movie trailers, jokes, animation,
bloopers, sports highlights, adult content, etc..
50% + of video content can come from the Internet
Network Architecture is Critical
A single converged network for
all services
Common Service Delivery Point
(SDP) provides ability to share
resources
Auto Provisioning – zero touch
too add new services
Simplifies Access aggregation
by centralizing complex tasks
Internet
Provides foundation for
Port
interactive services
IPTV
VoD
High-speed Internet
Broadcast
video
Video
On Demand
Bandwidth:
Where its Needed, When its Needed
Upon IPTV activation –
Broadband Services
Router adjusts BW to
ensure
IPTV
Before
IPTV
is QoE,
turned
allocatedfully
onData
– bandwidth
remaining
bandwidth
allocated
to Data/Voice
Video
Head-end
Office
Video/Hub
Serving
Office
Video
Hub
Office
VOIP
IP Video
Data
Policy Manager
Internet Port
IPTV
VoIP
Customer VLAN shaped to 10Mbps service
Subscriber Benefits
• Full access to all available bandwidth
• QoS for all services
Provider Benefits:
• Eliminates need to statically partition bandwidth per service
• Minimizes planning and provisioning associated with rollout of IPTV
Alternative Architectures Fail
Because…..
Multiple Service Delivery points prevents
bandwidth reallocation between services
Using a VLAN/VC per service prevents
resource sharing
Complex/Static provisioning on
a per-service basis = Big OPEX $$
High-speed Internet
Broadcast
video
What happens when there is a
shift to HDTV?
Migration to interactivity?
Internet
Port
IPTV
VoD
Video
On Demand
A “Multi-edge” network is
actually separate overlays ………
New Service = New Overlay
Things to watch out for……
• The “multi-edge” network architecture
• Increases OPEX
•Prevents the migration to interactive services
• VPLS rings in the access network
• Efficient at losing $$ w/ VoD/Unicast
• Distributing the intelligence to close to the edge
• Increases OPEX
• The need for an aggregation layer???
•Do away with it as much as possible
• Don’t down play the importance of PPP (versus DHCP)
•Security for subscribers and from subscribers
• High Speed Internet should not be down-played
•This is where the IPTV customers will come from
Summary……… IPTV Design
Philosophy
IPTV content comes from three sources
Design the infrastructure to provide IPTV QoE, independent of source—
avoid costly overlay /parallel delivery networks
Broadcast TV is one element of Triple Play service
Build an intelligent network to handle all traffic types: v/v/d
Deliver high capacity, standards based infrastructure
Today's HSI consumer is tomorrows IPTV/Triple Play consumer
“Triple Play” versus “Tricky Play”
How you design your network will dictate the services offered and the
migration to interactivity ……and could cost big $$$ in the long run
Thank you !