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OTTCon 2010: ShiFt Happens Part 2
 

OTTCon 2010: ShiFt Happens Part 2

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  • Revise second bullet sub heading: less about Cisco, more about the marketThird
  • Revise second bullet sub heading: less about Cisco, more about the marketThird
  • Revise second bullet sub heading: less about Cisco, more about the marketThird
  • Revise second bullet sub heading: less about Cisco, more about the marketThird
  • Revise second bullet sub heading: less about Cisco, more about the marketThird

OTTCon 2010: ShiFt Happens Part 2 OTTCon 2010: ShiFt Happens Part 2 Presentation Transcript

  • SHIFT HAPPENSFrom VALUE DESTRUCTION to VALUE CREATION
    Dr. Ken Morse
    CTO, Service Provider Technology Group
    Cisco
  • Traditional Video Competitive Landscape is in FluxNew Entrants, Everyday, in Online Video
    Online Video
    Video
    Satellite
    Companies
    Mobile
    Companies
    Cable
    Companies
    Telco
    Companies
  • Online Video – Shifting the Balance of PowerMoving in Favor of Consumers and M&E Companies
    POWER
    M&E
    Companies
    Cable
    Companies
    Satellite
    Companies
    Telco
    Companies
    Mobile
    Companies
    M&E
    Companies
    Consumers
  • Online Video is part of a broader“Viewer-Controlled” Video Trend
    Total hours of Media Viewing by US population
    Annual Share of Viewing
    (person hours, in billions)
    501
    484
    474
    60
    (13%)
    105
    (22%)
    162
    (32%)
    2-3%
    414
    (87%)
    379
    (78%)
    339
    (68%)
    LATENT DEMAND: Addressableby Online Video (e.g. catch-up TV)
    * Online Video=Video watched via the Internet typically within an internet browser (ex. YouTube, Hulu, Daily Motion, Omroep.nl, …)
    Source: BlackArrow estimates based on internal DVR/VOD deployment estimates and publicly reported data from Nielsen Media, Nielsen NetRatings, Comcast and comScore.
  • User Survey Highlights Key Demand Drivers for Internet Delivery of Video to TV
    “Which of the following might encourage you to start streaming or downloading TV programmes/movies online or, if you already do this, to watch more online TV programmes/movies than you currently do?”
    44%
    24%
    41%
    29%
    40%
    29%
    23%
    38%
    38%
    29%
    27%
    29%
    26%
    24%
    Source: Olswang Convergence Consumer Survey, November 2008
  • Online Video to the TV will be enabled by avariety of devices
    130M Capable Homes, 40M Active Homes
    Incumbents
    Cable / Satellite / Telco
    Competitors
    Tru2Way
    STB/PVR
    Hybrid STB
    TiVo
    MCE
    nDTV
    Game Console
    360M Capable Homes, 170M Active Homes
    iSTB (NeuLion)
    internet
    Blu-Ray Player
    PC
    Source: TDG
  • Fragmentation Takes Hold
    BusinessModels
    Consumer Experience
    Content Fragmentation
    Broadcast, Premium, UGC
    Device & Screen Fragmentation
    TV, PC, Mobile, Gaming, PDA
    Interactivity Fragmentation
    Lean back, Lean forward, Social
    Subscription Fragmentation
    Broadband, TV, Mobile, Movie rentals, OTT
    Free vs. Paid
    Ad Dollars Fragmentation
    Transition from linear TV to online
  • The Quest for Value Creation Propels a 3rd Wave: IP Video
    1st Wave
    2nd Wave
    3rd Wave
    IP Video
    • On-net or Off-net
    • TV, PC, Mobile
    • Highest Service Velocity
    • Business Model: B2B2C
    IPTV
    • On-net only
    • TV
    • Higher Service Velocity
    • Business Model: B2C
    Traditional Cable
    • On-net only
    • TV
    • Limited Service Velocity
    • Business Model: B2C
    More Open, More Flexible, More Monetization Opportunities
  • How do we get there?Key Architectural Tenets for IP Video
    Next Generation Platform
    Next Generation Platform Built on Web Services Protocols
    Accelerates universal reach and 3rd party innovation
    Large-scale Unicast
    Video Intelligence
    Common Client Architecture
    Managed / Unmanaged
  • How do we get there?Key Architectural Tenets for IP Video
    Next Generation Platform
    Content networks scale exponentially for large-scale unicast services
    Leveraging multicast technologies for efficient distribution
    Large-scale Unicast
    Video Intelligence
    Common Client Architecture
    Managed / Unmanaged
  • How do we get there?Key Architectural Tenets for IP Video
    Next Generation Platform
    Video intelligence propagates deep into the network edge
    Providing media, device, and network awareness
    Large-scale Unicast
    Video Intelligence
    Common Client Architecture
    Managed / Unmanaged
  • How do we get there?Key Architectural Tenets for IP Video
    Next Generation Platform
    Common Client Architecture
    Multi-device support – for PCs, set-tops, gaming consoles, mobile devices, etc.
    Large-scale Unicast
    Video Intelligence
    Common Client Architecture
    Managed / Unmanaged
  • How do we get there?Key Architectural Tenets for IP Video
    Next Generation Platform
    Services Across Managed and Unmanaged Networks
    Common experience no matter where the user connects
    Large-scale Unicast
    Video Intelligence
    Common Client Architecture
    Managed / Unmanaged
  • IP Video reshapes video distribution architectures
    IP Core
    Edge
    Aggregation
    VoD
    VoD
    VoD
    SP Services/Content
    Third-Party Services/ Content
    Media
    Data Center
    Media
    Data Center
    Regional
    Media Data
    Center / VHO
    Regional
    Media Data Center
    Connected Home
    Business
  • Medianet
    The Architectural Blueprint for Delivering Next Gen IP Video Services
    Consumption
    Contribution
    Production
    Distribution
    Post Production
    Secondary
    Primary
    Direct To Home
    Headend
    News
    Gathering
    Telco
    Consumers
    Headend
    Cable
    Studio to
    Studio
    Ingest
    Headend
    Mobile
    Sport
    Events
    Media Data
    Center
    IP
    IP
    IP
    IP
    Core IPNetwork
    Content Providers
    Service Providers
    Tighter Linkages Between Core, Data Center and Edge
  • Core + E-MSE
    Core + E-MSE
    Medianet
    The Architectural Blueprint for Delivering Next Gen IP Video Services
    Consumption
    Contribution
    Production
    Distribution
    Post Production
    Secondary
    Primary
    Direct To Home
    Proximity Routing
    Headend
    Media Data Center
    News
    Gathering
    Telco
    Aggregation
    Router
    Consumers
    Headend
    Cable
    Studio to
    Studio
    Ingest
    Real-time
    Transcoding
    Data Center
    Switch
    Distribution
    Router
    Aggregation
    Router
    Headend
    Mobile
    Sport
    Events
    Aggregation
    Router
    Distribution
    Router
    Media Data
    Center
    IP
    IP
    IP
    IP
    Core IPNetwork
    Aggregation
    Router
    Content Providers
    Service Providers
    Storage
    Storage
    Tighter Linkages Between Core, Data Center and Edge
    Video Processing
    Consumer Apps
    NRT Transcode
    Svc. Delivery
    Billing
    Device Mgmt
    Encryption
    UCS
    Storage
    Storage
    Storage
  • Shift Happens: Will SPs Lead an Eco-system Searching for Value Creation