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”
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
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
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 = $$$
“ Long Tail” Programs
1. Unicast request RG
Guaranteeing QoE for Premium VoD services VoD Video/Hub Serving Office Video Head-end Office Policy Manager 1, Subscriber requests Movie 2, Request User Authorization 3, Activate Service Request Plug-In ID, Address, BW, Port, Etc. 4, Confirm Network Resources 5, Enforce BW/QoS 6, Authorization Granted 7, Movie Streamed at Guaranteed Service Level Justifying $$$ for VoD and PVR…… RG
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
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..
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
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