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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)
    • Do you know where the video content is coming from??
      • This will drive your business case
    • Where are your IPTV subscribers coming from????
      • If you know where content is located and where your target market is, you should know how to architect your network
    • “ IPTV” versus “TV-over-IP”…there is a difference
      • Which do your subscribers want???..... $$$$$
      • Lay the groundwork for interactive applications
    • “ Triple Play” or “Tricky Play”….. Things to watch out for as you design your network
      • Decisions made today will affect $$$ tomorrow… watch out for the “gotcha”
  • 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's Island Personal Video recording and Time shifted TV
    • Greatest Customer Interest:
    • Lifestyle….. Personalized content
    • Greatest $$$$ Generation Opportunities
      • “ Long Tail” programming for free…..
      • New releases and classics = $$$
      • PVR = $$$
    • Latest releases
    • Top 100
    • “ Long Tail” Programs
    • Classic libraries
    1. Unicast request RG
  • 7. Guaranteeing QoE for Premium VoD services VoD Video/Hub Serving Office Video Head-end Office Policy Manager 1, Subscriber requests Movie 2, Request User Authorization 3, Activate Service Request Plug-In ID, Address, BW, Port, Etc. 4, Confirm Network Resources 5, Enforce BW/QoS 6, Authorization Granted 7, Movie Streamed at Guaranteed Service Level Justifying $$$ for VoD and PVR…… RG
  • 8. Internet Based Video: Risks and Rewards
    • Internet Based Video is growing but,
    • Where is the service provider $$
    • Big pipes - little value add for service providers
    • Off network issues – security, download viruses, worms
    • Zero advertising revenue opportunities
    • Increasingly users streaming video content from websites
    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 & Disney
  • 9. High Speed Internet customers are the IPTV target market!!
    • The provider that wins the High Speed Broadband customer today… will have the IPTV customer of tomorrow.
    • Call Center activity required to “up sell” HSI customers
      • Millions on line already… viewing movie trailers, jokes, animation, bloopers, sports highlights, adult content, etc..
      • 50% + of video content can come from the Internet
  • 10.
    • A single converged network for all services
    • Common Service Delivery Point (SDP) provides ability to share resources
    • Auto Provisioning – zero touch too add new services
    • Simplifies Access aggregation by centralizing complex tasks
    • Provides foundation for interactive services
    Internet Port IPTV VoD High-speed Internet Broadcast video Video On Demand Network Architecture is Critical RG
  • 11.
    • Subscriber Benefits
    • Full access to all available bandwidth
    • QoS for all services
    • Provider Benefits :
    • Eliminates need to statically partition bandwidth per service
    • Minimizes planning and provisioning associated with rollout of IPTV
    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.
    • Multiple Service Delivery points prevents bandwidth reallocation between services
    • Using a VLAN/VC per service prevents resource sharing
    • Complex/Static provisioning on a per-service basis = Big OPEX $$
      • What happens when there is a shift to HDTV?
      • Migration to interactivity?
    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……
    • The “multi-edge” network architecture
      • Increases OPEX
      • Prevents the migration to interactive services
    • VPLS rings in the access network
      • Efficient at losing $$ w/ VoD/Unicast
    • Distributing the intelligence to close to the edge
      • Increases OPEX
    • The need for an aggregation layer???
      • Do away with it as much as possible
    • Don’t down play the importance of PPP (versus DHCP)
      • Security for subscribers and from subscribers
    • High Speed Internet should not be down-played
      • This is where the IPTV customers will come from
  • 14. Summary……… IPTV Design Philosophy
    • IPTV content comes from three sources
      • Design the infrastructure to provide IPTV QoE, independent of source—avoid costly overlay /parallel delivery networks
    • Broadcast TV is one element of Triple Play service
      • Build an intelligent network to handle all traffic types: v/v/d
    • Deliver high capacity, standards based infrastructure
      • Today's HSI consumer is tomorrows IPTV/Triple Play consumer
    • “ Triple Play” versus “Tricky Play”
      • How you design your network will dictate the services offered and the migration to interactivity ……and could cost big $$$ in the long run
  • 15. Thank you !