Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan
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Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan

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Evolving the Service Provider Business

Evolving the Service Provider Business
Model for OTT Service Delivery
by Rajan Raghavan Vice President and General Manager, Content & Media, Juniper Networks

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Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan Presentation Transcript

  • Evolving the Service Provider BusinessModel for OTT Service DeliveryRajan RaghavanVice President and General Manager, Content & Media
  • What is behind recent APAC data CENTER growthspurts for service provider?2 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • CONSUMER VIEWING DEMANDS ARE CHANGING Elements Traditional New Trend Device Traditional TV Multiple Device Programming Liner On Demand User Generated TV Shows / Content Content Movies Standard High Definition Quality Definition / 3D Choice of Limited Infinite Content3 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • NSP STRESS REGARDING ONLINE VIDEO IS ABOUT TRAFFIC GROWTH PLUS CONSUMER VIEWING AND SPENDING PATTERNS Source: Comscore Great Expectations; August 2010 Source: Cisco VNI Source: Infonetics, Netflix, JuniperOnline Video Growth Impacting Network Capacity Online video has to be part of NSP services Incumbents have to justify their premium ARPU TV Service Value Chain Online Video/Content Value Chain $ $ $ $ $ $ $ $ $ NSP Content Owners NSP CDN Aggregators Content Owners $ Internet/Data/Peering $ Content related $ Content related advertising 4 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • JUNIPER IS AT THE CENTER OF KEY INDUSTRYTRANSFORMATIONS BUSINESS TRANSFORMATION ENDPOINT TRANSFORMATION NSP/Content/Aggregator Relationships Media Flow platform for unified content delivery PLATFORM ARCHITECTURE Network DNA extended to content NETWORK ARCHITECTURE aware networks TRANSFORMATION TRANSFORMATION Open Platform Strategy (JUNOS, Space, Pulse)5 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • NSPS ARE WORKING TO SOLVE ISSUES ON MULTIPLEFRONTS Dealing with .. TV SERVICES DEALING WITH TV SERVICES ONLINE VIDEO DEALING WITH ONLINE VIDEO Add new revenue elements Impact the value chain Add new revenue elements Impact the value chain MONETIZATION MONETIZATION – TV Everywhere (Multiscreen) – Become a CDN provider – Content relationships (eg. sports) – Co-opt the online world – Contextual interactivity – Usage based billing – Advanced advertising – QoS/QoE Offerings Objectives Cope with the problem ReduceTV Delivery CostsC Reduce TV Delivery Cope with the problem OPTIMIZATION OPTIMIZATION – Reduce network cost/bit – Reduce network cost/bit – Distributed media platforms – Transparent caching – Better Service Automation – Mobile RAN optimization – Lower CPE costs (STB, RG) – Tiered plans to reduce traffic Optimization + Monetization Tactical Battles Key Takeaway Converged Architectures Mobile endpoint growth6 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • BUSINESS AND NETWORK TRANSFORMATIONService providers increasingly recognize that deploying their own content deliverytechnology can provide many benefits Reduced transit costs New business modelsOwnership of the network, subscribers and content delivery can be a powerfulcombination Potential Monetization Network Service Providers opportunity $ Content caching and delivery systems Content $ $ Reduced traffic on service provider networks7 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • ENDPOINT TRANSFORMATION MOVES DELIVERY FROM SERVICESILOS TO ANY CONTENT, ANY DEVICE, ANYWHERE TV Service Delivery Online Video Delivery Cross-platform services based on software clients and device identity Controlling on-ramp and off-ramp for services; “new media middleware” Per flow SLA’s, QoE enhancements, IP multicast, upconversion, caching,… Ability to create a multiservice application client on the video endpoint (eg. DVD players) Remove cost of client as a barrier to entry Online models can move optimization and monetization to the client side Bandwidth optimization, targeted context-based advertising In the mobile world, clients will choose the optimal network (eg. Wifi vs. 3G)8 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • MULTI-SCREEN DELIVERY – ADAPTIVE HTTP DELIVERY- KEY REVENUE OPPORTUNITYOnline MediaCompanies Internet OTT Content DeliverIPTV and CableOperators Operator Network Pay TV Service Delivery 9 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
  • SUMMARYConsumers are more demanding than ever in terms of: Variety choices of high quality contents Downloading anywhere anytime by multiple devicesNetwork Service Providers are working to solve by multiple front: Dealing multiple service such as TV and On demand video at a time For Monetization and Optimization Endpoint transformation moves delivery from service silos to any content, any device, anytime by adaptive http delivery.10 Copyright © 2011 Juniper Networks, Inc. www.juniper.net