Accelerating IPTV Innovation:
               Best Practices in
                IPTV Integration
                       NAB...
Background

10 years of IPTV middleware and SI experience
    • Led SI for world’s first commercial service launch (NBTel ...
The IPTV Challenge (in 1997)

To deliver a superior service to the market
 • Differentiate with unique features and future...
IPTV Innovation 1997 - 2007


                           Market Inflection Point


  HD PVR                               ...
Integration is Hard!
Example:
                                                                   JWI
HD PVR               ...
Integration is Hard, Very Hard!
Example:
                                                                   JWI
HD PVR    ...
Integration is Hard, Very, Very Hard!
Example:
                                                                   JWI
HD P...
Evolving IPTV Service Innovation

Differentiating                                                                         ...
Leverage Web Integration Architecture

                   Web Innovations:                                                ...
IPTV-Enabled Web Apps
Example: “Targeted Ad and Impulse Buy”




                                                         ...
IPTV-Enabled Web Apps
Example: “Do you want to purchase?”




                                                            ...
IPTV-Enabled Web Apps
Example: “Zero-Touch Fulfillment”




                                                              ...
“Web” Architected Integration
Example: Targeted Ad
                                                                       ...
What did we just see ….

    Targeted ad
  delivered to an
  IPTV customer
     Online purchase
     with zero-touch
     ...
Thank you!
Curtis Howe
President & CEO
Mariner Partners, Inc.

P 506.642.9000
curtis@marinerpartners.com


Come join us at...
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Accelerating IPTV Innovation:

  1. 1. Accelerating IPTV Innovation: Best Practices in IPTV Integration NAB 2008 Curtis Howe President & CEO Mariner Partners, Inc. 1
  2. 2. Background 10 years of IPTV middleware and SI experience • Led SI for world’s first commercial service launch (NBTel / 1999) Co-founder Mariner 2003: IPTV solutions & services • Global customers: IPTV service providers and ecosystem vendors Sample IPTV ecosystem SI projects • HD PVR and middleware • IPTV QoE Crawler, Mapper and QoE Agent Solutions targeting the unique challenges of IPTV • xVu: Customer Experience Monitoring • Frostt: IPTV Service Acceleration Platform • ` 2 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  3. 3. The IPTV Challenge (in 1997) To deliver a superior service to the market • Differentiate with unique features and future innovations • Drive market share and improve customer retention To increase revenue per home passed customer • Maximize market share of homes passed • Increase ARPU with new services To accelerate service innovation via broadband IP • Utilize the open platform: flexible development & integration • Leverage internet service models: ordering, fulfilment… 3 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  4. 4. IPTV Innovation 1997 - 2007 Market Inflection Point HD PVR VDSL 2 HDTV MPEG 4 Infrastructure- GAMES SOC STB Intensive CLID ADSL 2 Integration TV • HEAD END e DRM bl VOD • NETWORK C a • CPE 2 SD TV RF TV • MIDDLEWARE • OSS DTV, PPV IP MPEG/IP 1980 1985 1990 1995 2000 2005 2008 Service innovation achieved by integration in the infrastructure 4 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  5. 5. Integration is Hard! Example: JWI HD PVR Content Upgrade Provider DSLAM Encoders Encoders Encoders Central Splitter Office Regional Residential HE Core Transport Distribution DSLAM JWI Protector Gateway Switch Network Network Remote Middleware DRM VOD DSLAM STB Client STB Client OSS /BSS JWI Customer Premise 5 5 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  6. 6. Integration is Hard, Very Hard! Example: JWI HD PVR Content Upgrade Provider DSLAM Encoders Encoders Encoders Central Splitter Office Regional Residential HE Core Transport Distribution DSLAM JWI Protector Gateway Switch Network Network Remote Middleware DRM VOD DSLAM STB Client STB Client OSS /BSS JWI Customer Premise Complex Minor 6 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  7. 7. Integration is Hard, Very, Very Hard! Example: JWI HD PVR Content Upgrade Provider DSLAM Encoders … add Encoders Encoders Central Splitter capacity Office Regional Residential HE Core Transport Distribution DSLAM JWI Protector Gateway Switch Network Network Remote Middleware DRM VOD DSLAM STB Client STB Client OSS /BSS JWI Customer Premise Complex Minor 7 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  8. 8. Evolving IPTV Service Innovation Differentiating Service Applications Innovation - Where? - How? Infrastructure- Intensive Integration TV • HEAD END e a bl • • NETWORK CPE C RF TV • MIDDLEWARE • OSS IP 1980 1985 1990 1995 2000 2005 2008 Accelerate innovation without extensive changes to core infrastructure 8 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  9. 9. Leverage Web Integration Architecture Web Innovations: Applications Personalized, Interactive Framework eb Video Content, Social Media , Self Service “Infrastructure W agnostic” Infrastructure- Intensive Technology Integration Inflection Point TV le C ab RF V IPT 1980 1985 1990 1995 2000 2005 2008 Decouple innovation from underlying infrastructure (i.e. SOA) 9 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  10. 10. IPTV-Enabled Web Apps Example: “Targeted Ad and Impulse Buy” 10 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  11. 11. IPTV-Enabled Web Apps Example: “Do you want to purchase?” 11 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  12. 12. IPTV-Enabled Web Apps Example: “Zero-Touch Fulfillment” 12 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  13. 13. “Web” Architected Integration Example: Targeted Ad JWI and Impulse Buy Content Provider DSLAM Encoders Encoders Complex Encoders Central Splitter Office Minor Regional HE Core Transport Residential Distribution DSLAM JWI Protector Gateway Switch Network Network Remote Middleware DRM VOD DSLAM STB Client STB Client Banner ad Self Service OSS /BSS JWI WEB Customer Premise VIDEO SUPPORT 13 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  14. 14. What did we just see …. Targeted ad delivered to an IPTV customer Online purchase with zero-touch fulfillment With no change to the existing infrastructure Grab market share ACCELERATE Overtake cable with “Interactive” services INNOVATION Access new revenue sources Leverage existing Harness new revenue generating ecosystem investments services Deploy with less risk Shorten development and Control OpEx testing timelines Reduce help desk calls and unnecessary home visits 14 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential
  15. 15. Thank you! Curtis Howe President & CEO Mariner Partners, Inc. P 506.642.9000 curtis@marinerpartners.com Come join us at booth C1154 www.marinerpartners.com www.xvumariner.com www.frostt.tv 15 © 2006, MPI Proprietary and Confidential © 2008, MPI Proprietary and Confidential

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