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SHIFT HAPPENSFrom VALUE DESTRUCTION to VALUE CREATION<br />Dr. Ken Morse<br />CTO, Service Provider Technology Group<br />...
Traditional Video Competitive Landscape is in FluxNew Entrants, Everyday, in Online Video <br />Online Video<br />Video<br...
Online Video – Shifting the Balance of PowerMoving in Favor of Consumers and M&E Companies<br />POWER<br />M&E<br />Compan...
Online Video is part of a broader“Viewer-Controlled” Video Trend<br />Total hours of Media Viewing by US population<br />A...
User Survey Highlights Key Demand Drivers for Internet Delivery of Video to TV<br />“Which of the following might encourag...
Online Video to the TV will be enabled by avariety of devices<br />130M Capable Homes, 40M Active Homes<br />Incumbents<br...
Fragmentation Takes Hold<br />BusinessModels<br />Consumer Experience<br />Content Fragmentation<br />Broadcast, Premium, ...
The Quest for Value Creation Propels a 3rd Wave: IP Video<br />1st Wave<br />2nd Wave<br />3rd Wave<br />IP Video<br /><ul...
TV, PC, Mobile
Highest Service Velocity
Business Model: B2B2C</li></ul>IPTV<br /><ul><li>On-net only
TV
Higher Service Velocity
Business Model: B2C</li></ul>Traditional Cable<br /><ul><li>On-net only
TV
Limited Service Velocity
Business Model:  B2C</li></ul>More Open, More Flexible, More Monetization Opportunities<br />
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OTTCon 2010: ShiFt Happens Part 2

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Dr. Ken Morse, Chief Technology Officer, Service Provider Video Technology Group at Cisco, presents his keynote on June 17, 2010 at OTTcon in Atlanta, Georgia.

Demand for IP Video continues to skyrocket, with new market entrants. The net impact is fragmentation in terms of the consumer experience and business models. Opportunities exist for broadcasters, service providers and content creators to unleash the power of the network as the platform to create unified video experiences while creating incremental value across the eco-system. Cisco has been leading this evolution and will share the architectural blueprint for success.

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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
  • Transcript of "OTTCon 2010: ShiFt Happens Part 2"

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