Are OTT The New                   Walled Gardens?                    Amir Zmora                    VP Products & Marketing...
ORHow do I, the incumbent,sustain my market position?
Élysée gardens
The Apple iscontinuously changingthe world (part 1)
The Apple iscontinuously changingthe world (part 2)
The Apple iscontinuously changingthe world (part 3)The device changeduser behavior anddemand
We, the users, are expecting more
What are the incumbent SPs doing about it?
OTTs are maximizing the new   world created
Are OTTschallengingSPs position?
The OTT/SPcomparison
OTTsFast & NimbleInnovativeFreemium
OTT IslandsUsersServiceClosedTake it or leave it
OTTs need anetwork to run on
The SPs….are still under construction
But when they get thereThey will do it with VoLTE
So what is the killer app?No such thing…
Voice & SMS are not enough HD Voice Video Chat (HD) Advanced SMS Services Presence IM & Chat File Sharing
SPs advantage using VoLTE Standard & Interoperable = Open Part of other services Secured Own the network, QoE Own the cust...
Imagine you could…     Enable video communication for                     Your consumer/business customers                ...
Bringing Video to Play
Solution Needs Customizable Multi-platform   Management & Controlclients                         Call control & service cr...
A Complete Deployment Solution
VoIP Client ArchitectureV²oIP Client                  ASF (Presence & IM)  LDAP         SIMPLE       XDM       MSRP       ...
Media Engine ArchitectureApplication Integration                                     Session                              ...
Handling IP Network ImpairmentsPacket Loss - Corruption                            SVC + FECPacket Loss - Congestion      ...
Maintaining High Quality – Regular H.264 Technology                      X                        Time
Maintaining High Quality – Regular H.264 Technology    XXXX X XX X                        Time
Maintaining High Quality - RADVISION’s SVCTechnology
Maintaining High Quality - RADVISION’s SVCTechnology   FEC                  FEC                  FEC
RADVISION’s NetSense                                                  Delay based                                         ...
Routers are leaky Router’s have a leaky bucket FIFO queue
Routers are leaky But sometimes pipes shrink
Routers are leaky And overflow occurs
NetSense           NetSense reduces bandwidth before packet losses occur on the            network, reducing video artifac...
About RADVISION
A Global Market Leader Industry Leader in Video communications over IP products andtechnologies since 1992 First to market...
Two Complementary Business Units Technology Business Unit (TBU)   Advanced HD Video Client Products and Frameworks   Enabl...
Technology Business Unit MissionMaking video a natural part of every electroniccommunication by providing a completeVideo ...
In conclusion, don’t waitInnovateLaunchListenChangeThanks to HikingArtist.com for the cool illustrations
Thank You!Amir ZmoraVP Products & Marketing, TBU
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Are ott the new walled gardens

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Are ott the new walled gardens

  1. 1. Are OTT The New Walled Gardens? Amir Zmora VP Products & Marketing, TBU Presentation given at VoLTE 2011 conference, ParisThanks to HikingArtist.com for the cool illustrations used in this presentation
  2. 2. ORHow do I, the incumbent,sustain my market position?
  3. 3. Élysée gardens
  4. 4. The Apple iscontinuously changingthe world (part 1)
  5. 5. The Apple iscontinuously changingthe world (part 2)
  6. 6. The Apple iscontinuously changingthe world (part 3)The device changeduser behavior anddemand
  7. 7. We, the users, are expecting more
  8. 8. What are the incumbent SPs doing about it?
  9. 9. OTTs are maximizing the new world created
  10. 10. Are OTTschallengingSPs position?
  11. 11. The OTT/SPcomparison
  12. 12. OTTsFast & NimbleInnovativeFreemium
  13. 13. OTT IslandsUsersServiceClosedTake it or leave it
  14. 14. OTTs need anetwork to run on
  15. 15. The SPs….are still under construction
  16. 16. But when they get thereThey will do it with VoLTE
  17. 17. So what is the killer app?No such thing…
  18. 18. Voice & SMS are not enough HD Voice Video Chat (HD) Advanced SMS Services Presence IM & Chat File Sharing
  19. 19. SPs advantage using VoLTE Standard & Interoperable = Open Part of other services Secured Own the network, QoE Own the customer base
  20. 20. Imagine you could… Enable video communication for Your consumer/business customers On any device On any platform Linked to your business logic Directly from the web
  21. 21. Bringing Video to Play
  22. 22. Solution Needs Customizable Multi-platform Management & Controlclients Call control & service creation Mobile Configuration Tablet SW upgrade Desktop Directory service Room-system Protocol agnostic services Value Added Services & Datacenter servers Conferencing GW Recording Security FW/NAT
  23. 23. A Complete Deployment Solution
  24. 24. VoIP Client ArchitectureV²oIP Client ASF (Presence & IM) LDAP SIMPLE XDM MSRP XMPP Call management SNMP Agent Open APIs Web GUI Call Control Wrapper Protocol Protocol Media Configuration module Adapter Adapter Wrapper Settings and Access Software Debug H.323 SIP Parameters Rights Upgrader Optional modules V²oIP Client modules Signaling Media Engine Management plugins BEEHD low-level modules
  25. 25. Media Engine ArchitectureApplication Integration Session ManagerReal-time Infrastructure Channels Memory Channels Channels Channel Manager Nodes ManagerMedia Quality and Network Handling Rate A/V LipNetSense FEC/XOR FEC/RS AJB AEC AGC Shaper SyncA/V Coding AMR AMR H.264/ H.264 / H.263 / G.711 G.722 H.263 H.264 WB NB SVC OpenMAX OpenMAXPeripherals integration Windows MV Linux Android Speaker Mic Camera Display
  26. 26. Handling IP Network ImpairmentsPacket Loss - Corruption SVC + FECPacket Loss - Congestion NetSense Jitter, Out of Order AJB
  27. 27. Maintaining High Quality – Regular H.264 Technology X Time
  28. 28. Maintaining High Quality – Regular H.264 Technology XXXX X XX X Time
  29. 29. Maintaining High Quality - RADVISION’s SVCTechnology
  30. 30. Maintaining High Quality - RADVISION’s SVCTechnology FEC FEC FEC
  31. 31. RADVISION’s NetSense Delay based bandwidth estimation & adaptation 1. Monitor delay for “trends” 2. React accordingly 3. Converge quickly to the effective bandwidth
  32. 32. Routers are leaky Router’s have a leaky bucket FIFO queue
  33. 33. Routers are leaky But sometimes pipes shrink
  34. 34. Routers are leaky And overflow occurs
  35. 35. NetSense NetSense reduces bandwidth before packet losses occur on the network, reducing video artifacts and increasing video quality
  36. 36. About RADVISION
  37. 37. A Global Market Leader Industry Leader in Video communications over IP products andtechnologies since 1992 First to market with VoIP technology solutions Annual Revenues in 2010 - $95 Million Strong Debt-free Balance Sheet with $116M in Cash Listed on NASDAQ:RVSN March 2000 440 Employees Worldwide 4 Major Development Sites 17 Sales and Support Offices 37
  38. 38. Two Complementary Business Units Technology Business Unit (TBU) Advanced HD Video Client Products and Frameworks Enabling Technology for Developers of Video and Voice over IP (V2oIP), 3G and IMS Client/Server solutions Market Share Leader in Protocol Stacks (H.323, SIP, IMS) Professional Services Group Video Business Unit (VBU) Video and Voice Conferencing Solutions for the Enterprise Market Infrastructure, Management Software and Endpoints
  39. 39. Technology Business Unit MissionMaking video a natural part of every electroniccommunication by providing a completeVideo Deployment Solution
  40. 40. In conclusion, don’t waitInnovateLaunchListenChangeThanks to HikingArtist.com for the cool illustrations
  41. 41. Thank You!Amir ZmoraVP Products & Marketing, TBU
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