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Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
Building the IPTV Service Delivery Infrastructure
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Building the IPTV Service Delivery Infrastructure

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  • 1.  
  • 2. David Boland, Sr. Manager, Next Generation Solutions Building Networks for Delivering IPTV
  • 3. We will cover…….. (maybe not in this order) <ul><li>Do you know where the video content is coming from?? </li></ul><ul><ul><li>This will drive your business case </li></ul></ul><ul><li>Where are your IPTV subscribers coming from???? </li></ul><ul><ul><li>If you know where content is located and where your target market is, you should know how to architect your network </li></ul></ul><ul><li>“ IPTV” versus “TV-over-IP”…there is a difference </li></ul><ul><ul><li>Which do your subscribers want???..... $$$$$ </li></ul></ul><ul><ul><li>Lay the groundwork for interactive applications </li></ul></ul><ul><li>“ Triple Play” or “Tricky Play”….. Things to watch out for as you design your network </li></ul><ul><ul><li>Decisions made today will affect $$$ tomorrow… watch out for the “gotcha” </li></ul></ul>
  • 4. There are Multiple Sources of Broadband Video Video on Demand Latest movie releases, Movie/Syndication Libraries, PVR / Time shifted TV 2 Internet Video Customer VLAN VoD Video/Hub Serving Office Video Head-end Office Video Hub Office Policy Manager Broadcast TV 2 of these 10’s of these 100+ of these Cost effectively delivering IPTV content from multiple sources over common infrastructure while ensuring QoE is a significant challenge (local content and advertising) 3 High-Speed Internet Internet Based Video Subscription Models, Movie Down Load sites, Indy Film distribution, Video Communities of Interest, Webcasts and Trailers Broadcast TV National outlets, local stations, ‘ basic cable’ 1 RG
  • 5. Broadcast TV: Table Stakes Services Broadcast TV NBC, ABC, CBS, FOX, local stations Basic Cable: Disney, ESPN, FX, Animal Channel’ Broadcast TV 3. IGMP Processed 1. IGMP (PPPoE or IPoE) 2. IGMP Snooping PIM 100’s of channels 10’s of channels No Cost / Low Cost Loss Leader for certain Telco’s, depending on business model, competitive landscape, marketing strategy RG
  • 6. Video on Demand: Premium Service, Premium Pricing Customer VLAN VoD Video/Hub Serving Office Video Head-end Office Policy Manager Video on Demand Latest movie releases: MGM, SONY, Paramount Movie Library: classics, comedies, westerns Syndication Library: Seinfeld, Gilligan&apos;s Island Personal Video recording and Time shifted TV <ul><li>Greatest Customer Interest: </li></ul><ul><li>Lifestyle….. Personalized content </li></ul><ul><li>Greatest $$$$ Generation Opportunities </li></ul><ul><ul><li>“ Long Tail” programming for free….. </li></ul></ul><ul><ul><li>New releases and classics = $$$ </li></ul></ul><ul><ul><li>PVR = $$$ </li></ul></ul><ul><li>Latest releases </li></ul><ul><li>Top 100 </li></ul><ul><li>“ Long Tail” Programs </li></ul><ul><li>Classic libraries </li></ul>1. Unicast request RG
  • 7. Guaranteeing QoE for Premium VoD services VoD Video/Hub Serving Office Video Head-end Office Policy Manager 1, Subscriber requests Movie 2, Request User Authorization 3, Activate Service Request Plug-In ID, Address, BW, Port, Etc. 4, Confirm Network Resources 5, Enforce BW/QoS 6, Authorization Granted 7, Movie Streamed at Guaranteed Service Level Justifying $$$ for VoD and PVR…… RG
  • 8. Internet Based Video: Risks and Rewards <ul><li>Internet Based Video is growing but, </li></ul><ul><li>Where is the service provider $$ </li></ul><ul><li>Big pipes - little value add for service providers </li></ul><ul><li>Off network issues – security, download viruses, worms </li></ul><ul><li>Zero advertising revenue opportunities </li></ul><ul><li>Increasingly users streaming video content from websites </li></ul>But………… Internet Video Customer VLAN RG Video/Hub Serving Office Video Head-end Office Video Hub Office Policy Manager Internet Based Content Subscription : Akimbo, DaveTV, Brightcove Movie Down Load : MovieLink, CinemaNow, Starz, Encore, RealMovies Indy Films : Atomfilms, iFilm, TriggerStreet Communities of Interest :, video chat, video Blogs Free webcasts : AOL, BBC Video iPod – ABC &amp; Disney
  • 9. High Speed Internet customers are the IPTV target market!! <ul><li>The provider that wins the High Speed Broadband customer today… will have the IPTV customer of tomorrow. </li></ul><ul><li>Call Center activity required to “up sell” HSI customers </li></ul><ul><ul><li>Millions on line already… viewing movie trailers, jokes, animation, bloopers, sports highlights, adult content, etc.. </li></ul></ul><ul><ul><li>50% + of video content can come from the Internet </li></ul></ul>
  • 10. <ul><li>A single converged network for all services </li></ul><ul><li>Common Service Delivery Point (SDP) provides ability to share resources </li></ul><ul><li>Auto Provisioning – zero touch too add new services </li></ul><ul><li>Simplifies Access aggregation by centralizing complex tasks </li></ul><ul><li>Provides foundation for interactive services </li></ul>Internet Port IPTV VoD High-speed Internet Broadcast video Video On Demand Network Architecture is Critical RG
  • 11. <ul><li>Subscriber Benefits </li></ul><ul><li>Full access to all available bandwidth </li></ul><ul><li>QoS for all services </li></ul><ul><li>Provider Benefits : </li></ul><ul><li>Eliminates need to statically partition bandwidth per service </li></ul><ul><li>Minimizes planning and provisioning associated with rollout of IPTV </li></ul>Bandwidth: Where its Needed, When its Needed VOIP IP Video Data Internet Port IPTV VoIP Video/Hub Serving Office Video Head-end Office Video Hub Office Policy Manager Customer VLAN shaped to 10Mbps service Before IPTV is turned on – bandwidth fully allocated to Data/Voice Upon IPTV activation – Broadband Services Router adjusts BW to ensure IPTV QoE, Data allocated remaining bandwidth RG
  • 12. <ul><li>Multiple Service Delivery points prevents bandwidth reallocation between services </li></ul><ul><li>Using a VLAN/VC per service prevents resource sharing </li></ul><ul><li>Complex/Static provisioning on a per-service basis = Big OPEX $$ </li></ul><ul><ul><li>What happens when there is a shift to HDTV? </li></ul></ul><ul><ul><li>Migration to interactivity? </li></ul></ul>Alternative Architectures Fail Because….. Internet Port IPTV VoD High-speed Internet Broadcast video Video On Demand A “Multi-edge” network is actually separate overlays ……… New Service = New Overlay RG
  • 13. Things to watch out for…… <ul><li>The “multi-edge” network architecture </li></ul><ul><ul><li>Increases OPEX </li></ul></ul><ul><ul><li>Prevents the migration to interactive services </li></ul></ul><ul><li>VPLS rings in the access network </li></ul><ul><ul><li>Efficient at losing $$ w/ VoD/Unicast </li></ul></ul><ul><li>Distributing the intelligence to close to the edge </li></ul><ul><ul><li>Increases OPEX </li></ul></ul><ul><li>The need for an aggregation layer??? </li></ul><ul><ul><li>Do away with it as much as possible </li></ul></ul><ul><li>Don’t down play the importance of PPP (versus DHCP) </li></ul><ul><ul><li>Security for subscribers and from subscribers </li></ul></ul><ul><li>High Speed Internet should not be down-played </li></ul><ul><ul><li>This is where the IPTV customers will come from </li></ul></ul>
  • 14. Summary……… IPTV Design Philosophy <ul><li>IPTV content comes from three sources </li></ul><ul><ul><li>Design the infrastructure to provide IPTV QoE, independent of source—avoid costly overlay /parallel delivery networks </li></ul></ul><ul><li>Broadcast TV is one element of Triple Play service </li></ul><ul><ul><li>Build an intelligent network to handle all traffic types: v/v/d </li></ul></ul><ul><li>Deliver high capacity, standards based infrastructure </li></ul><ul><ul><li>Today&apos;s HSI consumer is tomorrows IPTV/Triple Play consumer </li></ul></ul><ul><li>“ Triple Play” versus “Tricky Play” </li></ul><ul><ul><li>How you design your network will dictate the services offered and the migration to interactivity ……and could cost big $$$ in the long run </li></ul></ul>
  • 15. Thank you !

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