Expo Canitec 2010, Shift Happens, Cisco

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Preben Schack, Sr. Director. Shift Happens!, From Service Provider to Experience Provider.

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Expo Canitec 2010, Shift Happens, Cisco

  1. 1. SHIFT HAPPENS! From Service Provider to Experience Provider Preben Schack, Sr. Director Cisco Service Provider Video Technologies CANITC, Monterrey 29 April 2010 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  2. 2. Who am I... Name: Preben Schack Nationality: Denmark Profession: Sr. Director Cisco Systems Experience: 18 years Cable-TV industry Focus: Service Provider Video Technologies E-mail: schackp@cisco.com Hobbies: Fishing, Cooking, Bicycling Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  3. 3. Video Changes Everything… Changing Market Environment… Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  4. 4. The World is Changing Recession Consumerization Globalization Social Networking Sustainable and Mass Development Collaboration Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  5. 5. Driving the Technology Revolution Delivery Technology Revolution 1 2 3 Fiber Deep All Digital Video IP Convergence / IPTV The Future Video Experience Personalized Video: “Infinite” Content (HD, Advanced Advertising DVR, VOD, Time-Shift Internet Video, 3-Screen) and Targeting Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  6. 6. Shifts Happening ! Fast & All Around Online Video Service Provider Cisco VNI Study Cisco VNI Study Unique monthly viewers 7 million 7 million “TV Everywhere” Video = 90% of 100 million 100 million consumer IP traffic by 2012 CDN CDN Web ISP ISP In 24 million In 24 million Revenue from $598 million ISP ISP Households Households to $3.4 billion annually ISP By 2014 ISP By 2014 By 2014 Market Broadcasters and Media Dynamics Consumer Electronics Internet on Internet on 27% 27% TV TV Owner Owner Hulu Hulu Brand Brand Visibility 12GB/sec. 12GB/sec. 2X 2X Visibility Online Video $$ Opportunity to Increase Popularity of the Content and Expthe Opportunity to Create Revenue Generating Services Using eriences Opportunity toInnovate to Transform Consumer Experience Revenue Leverage Online Video for Differentiated User Network as a Platform Through Collaboration © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  7. 7. Evolution to IP Video for unified experience and enhanced monetization Traditional – First Wave IPTV - Second Wave IP Video – Third Wave On-net only On-net only On-net or Off-net TV TV TV, PC, mobile, etc. Limited User Extended User WEB like User experience Experience Experience Business Model: B2C Business Model: B2C Business Model: B2B2C More Open, More Flexible, More Monetization Opportunities Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  8. 8. Video is driving explosive growth Video to reach 87% of Consumer IP in 2012 Other Media Source: Cisco Visual Networking Index – Forecast, 2007-2012 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  9. 9. YouTube and Hulu Generate 2X More Traffic than the Entire Internet Backbone in 2000 50 Petabytes per month Hulu 25 Entire YouTube Internet Backbone 0 Internet Backbone in Internet Video Sites in 2000 (U.S.) 2008 (U.S.) Source: Cisco Visual Networking Index — Forecast, 2007 – 2012 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Source: Cisco, 2008 9
  10. 10. Video Changes Everything… Transformation of the Video Value Chain Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  11. 11. Consumers Want Unified Experience Despite Video Ecosystem Fragmentation Consumer Experience Business Models Content Fragmentation Subscription Fragmentation Broadcast, Premium, User Generated Content Broadband, TV, Mobile, Movie rentals, OTT Device & Screen Fragmentation Free vs. Paid TV, PC, Mobile, Gaming, PDA Interactivity Fragmentation Ad Dollars Fragmentation Lean back, Lean forward, Social Transition from linear TV to online Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  12. 12. Non-TV Devices Increasingly Important Relevance is becoming a multi-device proposition Younger consumers embrace multiple media devices Fewer consumers are satisfied with the status quo Would enjoy watching content on a PC Would enjoy watching content on a mobile device Happy with current TV Source: “Television in Transition”, Accenture, 2008 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  13. 13. Profitable Path Is To Turn This Challenge Into Opportunity Online video seems like replacement of TV experience ...killer of content business But… Online video can enhance the TV experience ….grow the content business models If… Carefully done right ! Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  14. 14. The Transformation Strategy Expand Experience Unify Reach & Monetization Better TV experience Experience & Platform Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  15. 15. Expand The Audience Reach Demographics, Footprint, Any Screen, Anytime Service Providers Extend TV Experience To PC & Mobile For Current TV Subscribers Expand Reach Enhance value of current TV services, Higher stickiness, Brand retention Any device, Anywhere, Anytime online catch-up service Examples : “TV Everywhere” by Comcast, Time Warner, Verizon & others, USA “Yalp” Online TV services by Telecom Italia, Italy “SKY Play “ online TV service by BSkyB, UK “Canal Plus a la Demande” catch-up online service by Canal Plus, France Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  16. 16. Transforming the End User Experience: Unrestricted by Time, Space, or Device Web 2.0 Personal Broadcast & More Social Rich Media Consumer Experiences More Visual, More Social, More Personal Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  17. 17. Internet Video Simultaneous TV and Internet Use May 2009 Age 2+ 30.2% Age 12-17 39.5% Age 18-34 32.7% Age 35-54 30.8% Age 55-64 33.8% Age 65+ 24.8% Source : Nielsen Convergence Summit Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Cisco Confidential 17 1
  18. 18. Internet Video In Tune With All Generations PC is dominant with all, Young like mobile and gaming consoles too In past 3 Months, Have you used any of the following technologies to watch digital videos? Total 18-34 Age 35-54 Age 55+ Age Computer with Internet Access 67% 85% 67% 53% TV with VoD Capabilities 45% 49% 45% 43% TV with DVR/TiVo 60% 65% 60% 55% TV with Video Extender Device 5% 12% 5% 2% TV with Gaming Device 8% 16% 8% 2% Mobile Phone 12% 22% 12% 6% MP3 Player 11% 19% 11% 4% Portable Gaming Device 2% 4% 2% 1% None of above 11% 4% 10% 18% N=3461 N=704 N=1732 N=995 Source : CBS Entertainment Panel Survey, July 2009 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
  19. 19. Expand Monetization Opportunities Online Video Subscription, Advertising, Transaction, Up Sell Service Providers Offer Subscription Online & Mobile Video Services Monetize your video assets beyond your network footprint Expand Monetization Advertising For Online Video Portal TV advertising dollars are shifting to online advertising Integrated Content Store: Download To Rent Or Own Integral part of online video portal & revenue share with content providers Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
  20. 20. Video Changes Everything… The New “Experience Provider” Strategy Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
  21. 21. Provide Viewers with Better TV Experience for Increased Revenue Leverage Online video to drive viewers Experience back to TV Better TV experience Viewers like extended experience on TV Internet viewing drives TV viewing (CBS study) Most viewers watch missed or not available on TV episodes online (CBS study) Experience TV : Web 2.0 experiences on TV Make TV more social, personal, Interactive User generated content and online video integration in TV experience Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
  22. 22. Does internet video drive TV viewing? Yes! Have you ever watched an episode of a continuing television series on internet before you watched any of episode of that program on TV? Total 18-34 age 35-54 age 55+ age No 78% 64% 79% 88% Yes 22% 36% 21% 12% Source : CBS Entertainment Panel Survey, July 2009 N=3495 N=711 N=1742 N=1012 When you watch an episode of a continuing television series on Internet before you watched any episode of that program on TV. Have you then later watched one or more episodes of that shows on TV? Total 18-34 age 35-54 age 55+ age No 28% 19% 31% 39% Yes 72% 81% 69% 61% Source : CBS Entertainment Panel Survey, July 2009 N=762 N=254 N=369 N=124 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
  23. 23. Consumers Watch Mostly Missed Episodes Online What Kind of TV Programs do you Stream or Download and Watch on a PC? Total 18-34 Age 35-54 Age 55+ Age Missed episodes of shows I watch on TV 88% 89% 88% 86% Episodes of TV shows I do NOT watch on TV 27% 36% 26% 20% Episodes of TV shows I have ALREADY watched on 16% 21% 16% 11% TV Episodes of past shows that are not on TV now 39% 44% 40% 31% None of these 4% 2% 4% 7% N=2229 N=606 N=1122 N=476 Source : CBS Entertainment Panel Survey, July 2009 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
  24. 24. AT&T 2009 Masters Tournament TV, PC and mobile devices allow use of web elements, tools, and plug-ins Consumers “create” their own experience Advanced remote control …unique – or use your iPhone Access content anytime, anyplace, any device C25-452149-02 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
  25. 25. Deliver Unified Experiences Using Network As Platform Unify experiences across devices, content providers Cross platform advertising across PC & TV : Measure, Unify Deliver, Monetize Experience & Platform Single sign-on across services and screens Cross platform targeted adverting Monetize new value added services on network platform Retail and wholesale content delivery (CDN) services Network personal video recorder service Managed consumer TelePresence service Monetize new transaction services Application store for TV and other devices (revenue share) Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
  26. 26. IP Video: Enabling New Business Models and Services Value Added Services B $$ 2 $ B Wholesale Services Business Models Consumer Services Consumer Services B 2 $$ C Experience Provider Platform Presentation_ID Leverage Network and Data Assets © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
  27. 27. Next Generation Video Service Trends Driving network and in-home architectures… More HD Channels Massive VoD Libraries Time Shifted TV Internet Video Any Stream to Any Screen Targeted Advertising Next Generation User Interfaces Service Velocity 3DTV (impossible to avoid at CES 2010) “The vision is to give customers the ability to watch ANY movie, television show, user generated content or other video that a producer wants to make available On Demand” Presentation_ID – Brian Roberts, CEO Comcast – CES 2008 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
  28. 28. The Transformation Strategy Expand Experience Unify Reach & Monetization Better TV experience Experience & Platform Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
  29. 29. C25-452149-01 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
  30. 30. BACK-UP Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
  31. 31. BSkyB – UK : Monetizing Online TV SKY Player: Online TV service Linear 34 channels simulcast online for PC or MAC On-demand online : 500+ movies, 1000+ hit TV episodes 3 picture quality levels to suit broadband connection Current SkyTV subs watch linear online channels free as per their subscribed package Non Sky-TV subscribers can subscribe online packages – see next slide Using online service to up-sell its top-tier TV and broadband subscriptions Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
  32. 32. Sky Play and Microsoft XBox Upcoming enhanced online service on Microsoft XBox Channel line up, pricing, dates to be announced 20+ Live Pay TV Channels, On-Demand Content & Interactive Sports Fans can communicate, check news & access fixtures, league tables & other on-demand information Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
  33. 33. Sky Player : 4 Online Packages To Address Diverse Demographics Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
  34. 34. CanalSat – France: 3 On Demand Services Available soon on Microsoft Xbox360 1. Canal Plus a la Demande catch-up online service Bundled with Canal Plus' Le Bouquet pay TV package TV shows, movies (~30 per month) and sports events – including highlights for the major European football leagues and the UEFA Champions League Currently available on PC, 10 Million VoD streams from March 08 to March 09, 1 million streams/per month run rate. 6000 titles library 2. CanalPlay A transactional online video store with 6,000 videos, including 3,000 movies for XBox Limited availability with Sony PSP and PC 3. Foot+ Watch Ligue One (8 live per week, 2 delayed) and Champions League matches Xbox Live party feature allows users to watch matches in a virtual stadium with other Xbox Live members, communicating via voice chat. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
  35. 35. Starz Plays Wholesale Affiliation Strategy Subscription based service with Verizon Starz Play $5.99 per month for Verizon FiOS / Internet subscribers-single bill , otherwise $9.99 2500+ high-quality video selection with 1000 movies -first-run hit, independent films and classics Spider-Man 3, Ratatouille, Pirates of the Caribbean, Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Also a live stream of the linear Starz channel Unlimited downloads, playback and streaming One membership powers up to 3 devices so for the entire Recently joined Comcast-TW-Verizon “TV Everywhere” trials with 300 movies and shows Offered in Netflix $8.99 and above subscription packages ( does not include linear channels) Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35
  36. 36. MLB.TV Monetized Online TV service for Out of Market Games Successfully Highly interactive, feature rich online streaming Online TV service for out of market games Preserving exclusivity of its existing TV deals Supports PC, Roku, Boxee, iPhone 768Kb for MLB.TV, 1.5Mb for MLB.TV Premium, 3.0Mb for MLB.TV Premium with HD For in-market games, working with MSOs and RSNs to make content online Yankees, YES Network, and Cablevision deal for in-market online streaming $49.99 for remaining 2009 season, $19.99 per month, similar deal with Cox Communications and the San Diego Padres In 2008, half a million online subscribers with $120 ARPU Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 36
  37. 37. BBC iPlayer Market Disrupter Interesting Statistics Hours encoded each week: 400+ Servers needed for the job: 60 Video formats encoded: 15 Minutes taken for shows to appear online: 15 Data transfer of an evening: 12.5Gbps 7 petabytes per month Streaming peak: 10pm iPhone peak: midnight Weekend peak: 8am-10am Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37

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