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The Future of Video

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Within the next five years, advances in display technology will make science fiction reality with screens that are unobtrusive, frameless, ambient and ultra - high definition. There no longer needs to …

Within the next five years, advances in display technology will make science fiction reality with screens that are unobtrusive, frameless, ambient and ultra - high definition. There no longer needs to be a 'black - hole' in the corner of the room, but screens will instead seamlessly blend into the home environment. Organic LED technology needs no edges at all, and it will be possible to create tiled surfaces of almost any shape using low -cost standard parts.

The concept of 'immersion', readily expressed in a simple control, really does give viewers the opportunity to enjoy programs according to their wishes at that moment, with content whose size, position, and level of interactivity adaptively matches the current needs of each audience. Key to the principle is a simple architecture which is readily extensible throughout the home and an engine which reacts to user input and metadata within a multiplicity of content items and streams. Our work has received enthusiastic press and industry attention as they share our excitement about TV’s potential future.

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  • 1. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Connect 11© 2012 Cisco and/or its affiliates. All rights reserved.Toronto, CanadaMay 30th 2013The Future of VideoChris MacFarlaneVideo Business Development
  • 2. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2Many of the products and features described herein remain in varying stagesof development and will be offered on a when-and-if-available basis.The roadmap is subject to change at the sole discretion of Cisco, and Ciscowill have no liability for delay in the delivery or failure to deliver any of theproducts or features set forth in this document.The information contained in herein is proprietary and confidential to CiscoSystems, Inc. (“Cisco”). This summary is furnished in confidence with theunderstanding that it will not, without the express prior written permission ofCisco, be used for other than proposal evaluation purposes or be disclosed toany third party.
  • 3. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Cisco SP Video Overview – Technology, People and Investments Trends – Market Pressure and Change Video Cloud – Threat but the Destination? User Experience – The save – The Zon Use Case
  • 4. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4Technology, People and Investment
  • 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5ConsumptionContributionCore IPNetworkNewsGatheringProductionSportEventsStudiotoStudioHeadendPrimary SecondaryDistributionHeadendHeadendDirect To HomeTelcoCableMobileIPIPIPIPIngestMedia DataCenterPost Production• Media Encoders• Digital Signage• IP Media NW• Receivers• Linear ControlSystems• DCM-G IP VideoGateway• IP Media NW• Data CenterPlatforms(Compute,Switching, Storage)• CMS / Workflow• Linear EPG• Linear Control Systems• SD/HD Encoders• IP Video Processors• Live & VOD Transcoders• ABR Encapsulator• Bulk Encryptor• IP Video Core NW• IP & MPEG CDN• Cable & IPTV Control• USRM• VDOC Solutions• IP Video Aggregation• Mobile Content Adaptation• Data Center Platforms• Digital STB• IP STB• Video Gateway• Soft Clients• Cable & DSL Routers• Middleware• Content SecurityUserGeneratedHomeNetworkOTT
  • 6. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 62012: ClearAccess – Device and Home Network Management2011: BNI Video – Back Office Integration and Content Delivery Analytics2011: Inlet Technologies – ABR Encoding and Transcoding2010: ExtendMedia – Content Management, Security, Metadata, and Entitlement2008: Jabber – XMPP Network Presence and Messaging2006: Arroyo Video Solutions – Video on Demand and Streaming (Linkages to Move Networks)2005 2006 2007 2008 2009 2010 2011 20122005: Scientific Atlanta – Video Infrastructure and EndpointsCore expertise in network and cloud architecture2012: NDS – Security, UX, Client, Cloud, Services
  • 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 730+ Offices andR&D CentersOver 5,500 Engineersdedicated to R&D
  • 8. _Not an exhaustive list
  • 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9NewExisting MarketsNewExistingProductsPhys. Security SP VideoAccelerate(New Growth)VideoscapeVirtual ServicesB2B and B2CCloud ServicesSmart + ConnectedCommunitiesReinvent VideoCollaboration andCommunicationArchitectural Evolution(Transform)UC & WebExLarge ScaleEnterprise DeploymentBiz HomeSPMobileVideoCross-SegmentDigital MediaTelePresenceMediaNetNetwork . Media Services . End Points/Applications
  • 10. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10ConsistentExperience AcrossDevicesUnified,PersonalizedExperienceMulti-screen,Cloud ServicesInfiniteContentSourcesManaged andUnmanagedNetworksManaged andUnmanagedDevicesVideo Entertainment Market Transition
  • 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11Market Pressure and Change
  • 12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12• How do I accelerate service velocity to compete effectively with OTT?• How do I make sure I can support the devices that consumers care about?• How do I keep investing in my current infrastructure without creating stranded capital?• How much of this should I be doing myself vs. relying on vendors/partners for?• How do I make it through this transition without breaking my capital budget?• Who has the right technology and solution to keep me in the game?Consistent themes from around the world…
  • 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13Local StorageNetworkServicesGranular and scalableOvercomes some legal issuesFacilitates consumer use cases e.g. managed contentsharingDigital Video RecorderResident EPGRemote UIOffers an optimized User ExperienceReduced dependency on network/central point of failurePotentially improves ease of integrationAbstraction of services simplifies supportUser InterfaceThick ClientsHE / Thin ClientsTried and tested!Horizontal CE devices can be included in service offeringSoftwareBroadcastBroadbandEconomically Very Efficient for Video distributionSupports mixed economy of legacy and new receiversCE devices compatible with ubiquitous internet accessPotentially very efficient for on-demand servicesDistribution MediumBasic STBGatewayReduces CAPEX by becoming the new home hubService management through one main deviceTermination DeviceReliable and low cost‘It does TV’ really well
  • 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14CableMarketDisruptorsHTML5ANALYTICSUser ExperienceGateways Device ManagementUnifiedControlSet-top BoxesUnmanagedManagedIn-Home DeliveryContent DeliveryEnd-to-EndSolutionsCopy Right LawApplicationsUnified GatewaysOpen SourceIntegration3rdPartyIntegrationsClient SoftwareTranscodingUltraHDHDMI DevicesARMNetworkPVRDASHCloudIP TransitionHybridDRMABRHEVCAdvertisingDOCSIS 3.1Device ProliferationConnectedTVs8KUnifiedContentManagement
  • 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1528%25%29%13%13%9%9%40%45%39%39%35%32%30%29%29%30%41%47%55%56%0% 20% 40% 60% 80% 100%Movies in the cinemaLive televisionDVDs or Blu-ray discsVideo on demand (VOD)Downloaded Internet videoStreaming Internet videoRecorded television (PVR)Decreased Stayed the same IncreasedTime ShiftSample Size = 1152• Streaming video netincrease for Gen Y is53% vs. 44% for PVR• Downloaded video netincrease for low incomeis 45% vs. 19% for highincomeQ : How has the amount that you watch of the following kinds of professionally-produced video changed over the past two years?Source: Cisco IBSG Media Cloud Survey, 2012Change in amount of professional video watched – 2 yrs past47%46%34%28%1%4%1%Net Change
  • 16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1616%13%13%8%6%4%4%60%58%56%44%41%45%44%20%22%22%24%32%31%36%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Live televisionMovies in the cinemaDVDs or Blu-ray discsVideo on demand (VOD)Recorded television (PVR)Downloaded Internet videoStreaming Internet videoDecrease Stay the same IncreaseInternet VideoSample Size = 1152• Given the increase inuse of Internet video, itshould begin tochallenge live televisionin a few years• Movies in cinemaappears to undergo aslight improvement inthe futureQ : How will the amount that you watch of the following kinds of professionally-produced video change over the next two years?Source: Cisco IBSG Media Cloud Survey, 2012Change in amount of professional video watched – 2 yrs future32%27%26%16%9%9%4%Net Change
  • 17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1720%19%16%19%24%20%18%13%16%24%32%43%51%54%Downloaded Internet videoStreaming Internet videoVideo on demand (VOD)Recorded television (PVR)Live televisionDVDs or Blu-ray discsMovies in the cinemaAbove average Very goodQualitySample Size =600Q : Overall, how would you rate your typical experience watching the following kinds of professionally-produced video?Source: Cisco IBSG Media Cloud Survey, 2012% of consumers rating professional video experience above average or very good by type of delivery72%71%67%51%40%35%33%Total
  • 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18Across all age groups, the vast majority of Internet video viewing occursin the homeCAN Broadband Users; n= 410Source: Cisco IBSG Media Cloud Survey, 2012Q : In which locations below do you watch Internet video (professionally-produced video)?% of respondents by locations watching the Internet video0%10%20%30%40%50%60%70%80%90%100%Total Gen Y Gen X Boomers SilversOtherOut & About (shop)In TransitAt WorkAt Friends/Familys HousesAt Home
  • 19. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19Threat but Destination?
  • 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20Cloud Competition• Apple will soon enter subscription video market• Similar to iPhone dynamic, content rights initially unnecessary• Preferred model = device subsidy partnership with MSO (52”AppleTV - high end, margin)• Or via DTA/ClearQAM addition to AppleTV box (Apple as VoD,premium, accelerate cord cutting)• Amazon, Google fast followers with TVs, MSFT via XBox• Each has primary business funded and accelerated cloud platform• Feature velocity and cross device cohesion will outpace currentsubscription video incumbents
  • 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21“Industry is using the cloud to move towardfreeing itself of STBs” (TWC CEO)“In future, whole MW stack would needto sit in the cloud and consumer deviceswould need to be kept simple”(Liberty EU CTO)“In the past year, we made 400 softwareupdates to the X1 guide. We’re no longerdoing a guide once every 18 months”(Comcast CEO, following launch of X1 Cloud platform)“For the first time in my life at Sky, we havefallen behind what consumers are demanding”(BSkyB COO)
  • 22. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22API Aggregation,Adaptation, andOrchestrationLayerService Provider CustomAPIManagementExistingServiceProviderSub-systemExistingCisco orNDSDeployedSub-systemLegacy NativeUI Enhancedwith Cloud DataEnhancedHTML5 orNative UXEnhanced FlashUIExisting NativeExperienceFutureServiceProviderSub-systemFutureVideoscapeSub-systemHTMLCompanion AppHTML5 WidgetAdd-on CloudRendered UI toLow-end STBEnhancedHTML5 UICloud-rendered HTML UIs can be built using the cloud API and deployedalongside a legacy native EPG to enhance a low-end STB UX.Legacy native UIs on IP-enabled STBs can be enhanced with cloudservices for advanced metadata, multi-screen purchase,personalization, etc.Enhanced Flash-driven EPGs deployed today can utilize cloudservices by deploying against the API AAO. Previously deployedversions can be ported to the cloud API for future-proofing.HTML5 widgets can be deployed as enhancements on HTML-capable platforms, utilizing the cloud API via web service calls ora JavaScript library.When the HTML5 performance is satisfactory for a givenenhanced EPG UI design, it can be deployed using the cloudAPI from day 1.Deployed companion applications can be migrated to the cloud API forfuture-proofing. They can then be used alongside legacy EPGs that havecloud services access for an integrated legacy N-screen UX.Companion applications for content providers (e.g. X-Factor, CNN,Disney) written in HTML can utilize the cloud API via web service callsor a JavaScript library. They can then be integrated into HTML-enabled hybrid applications or HTML5 companion experiences.Fully HTML5-enabled companion experiences and future nativeapplications will leverage this cloud API from day 1.The API AAO will be adapted to support existingdeployments of Cisco Videoscape, Media Suite,and NDS Unified Headend.The API AAO can alsobe adapted to existingdeployed or futureService Providercomponents, be theyhome-grown or 3rdparty vendorcomponents, even innon-video domains.Legacy protocols aresupported via Back-office adapters.New Videoscapecomponent and systemreleases will be come pre-integrated with the APIAAO layer.AAO cluster APIs will be extended usingversioning so previous applications can besupported as new API versions are rolledout. New and evolving standards will beadopted as appropriate.AAO can be deployed locally in a ServiceProvider headend—or as the SParchitecture evolves also in a private cloud,or in a public cloud.Cloud ClientAnalyticsCompanion ServicesEPG/PVR ServicesAccount/Profile Mgmt.End Point Mgmt.Asset/Metadata IngestTranscodeEncapsulateEncryptHome NetworkHome AutomationHome SecurityVoiceEmailCalendarAuthenticationContentDiscovery/AcquisitionMedia ShareRegistrationReporting
  • 23. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23ScalabilityUnified servicesBased on approach to remove silos;Instant access to all content anywhereElasticity Pay as you grow; Pay less when scaling downUnlimited user experience, based on trusted cloudperformance testsCloser integration with Web techBig data, better social network integration with TV, web micro-payments, true personalizationCommunity cloud Leveraging existing development for new operatorsInstantaneousnessReal time updates of service to accurately serve multi-screenmanagementTime To Market API abstracted clients allow rapid change and A / B markettestingLower CPE Costs Shift functions and cost away from the home
  • 24. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24The save – The Zon Use Case
  • 25. DESIGNFEATURESBRANDING
  • 26. snowflakeFEATURESBRANDING
  • 27. snowflakeFEATURES
  • 28. RECOMMENDATIONS PERSONALIZATION SOCIAL TVSEARCH
  • 29. 20% ARPUINCREASE€46 > €55CUSTOMERSATISFACTION6.1 > 8.4CUSTOMERCALLS40% REDUCTION
  • 30. 65%INCREASE
  • 31. 147000014800001490000150000015100001520000153000015400001Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12ZON Total HH since 2010
  • 32. 95% USAGE RATE70% EVERYDAY91% SATISFACTION
  • 33. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  • 34. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44• Consumers are shifting to better experiences• Competition from the Big Players in inevitable• Move to cloud will provide the platform to compete• User experience a key to success in this new world
  • 35. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45Thank you.