Media hub conqueringthecontentwave

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Media hub conqueringthecontentwave

  1. 1. Media Hub Abstract: Media Hub is a framework that addresses the user needs of accessing branded and user contributedConquering the content wave media. The framework helps an operator to create next generation interactive multimedia applications and services. The framework also proposes various stages of a content value-chain evolution and strategies for an operator to play a key role in this ecosystem.Authors:Chitresh Markanda, Principal Consultant –IP networksGururaj Phadnis, Sr. Consultant- IP networksRaj Sahakari, Sr. Consultant- Customer Premise TechnologiesChirag Shinde, Consultant in Wireless Technologies © Tech Mahindra Limited 2010
  2. 2. Table of ContentsIntroduction ............................................................... 2Content Value-Chain ..................................................... 2 Trends in Content value-chain ...................................... 2Media Hub.................................................................. 2 Architecture............................................................ 3 Benefits ................................................................. 4Recommendations ........................................................ 4 Phased approach ...................................................... 4 Investments in Ecosystem building................................. 4 Investments in Ad-driven & Parallel ecosystems ................ 4Conclusion ................................................................. 5 © Tech Mahindra Limited 2010 1
  3. 3. Introduction“Global spending on entertainment and media will reach $1.6 trillion in 2013”, saysPriceWaterhouseCoopers, June, 2009. Today’s consumers are more media savvy and demand bettermedia management of branded and user contributed content. The current white paper presentspossibilities that communication providers can go for to address this changing demand. Media Hub aimsto provide an operator with an aggregation platform that can leverage telecom investment in IP basedservice infrastructure and to create a differentiation for the operator in the market place.Content Value-ChainContent value chains are multiple, fast maturing and becoming increasingly complex. Entertainment/TVcontent, VOD content and Adverts form essential parts of the content creation and distribution value-chains. Besides these, domain driven content such as Enterprise content, Digital signage, Maps, Tourismcontent, and Digital Cinema has high consumption and churn rates. Additionally, user-generatedcontent is changing the current value chains dramatically - Wikipedia, YouTube, flickr, facebook areredefining ways in which users experience content. Telcos need to re-invent the services that are beingoffered to consumers to match the experiences of today’s Web and excel in providing a much richer,interactive and contextual user experiences. Telcos can leverage their uniqueness in possessing serviceinfrastructure and subscriber information such as usage, profile and contextual dataTrends in Content value-chainMedia publishers and Broadcast community are moving to acquire subscribers and not eyeballs. Reliablemedia delivery via Internet and other open mediums are opening new opportunities for Media publishesto reach subscribers directly. On the other hand, Service providers such as Telcos, ISPs and Cableoperators are building service platforms and content stores to deliver reliable services to endsubscribers.For a Telco to be dominant player in the content value-chain, it needs to capitalize on the followingtrends B2B content distribution - New Media B2B content distribution is fast emerging as a business opportunity to enable “long-tail” characteristic of content consumption Content availability - Availability of content in favorable contractual terms, pre-transcoded metadata and media formats, packaging of content to enable rapid content distribution Content Convergence – Multi-modal delivery and consumption of content, P2P based content distribution User contributed content – UGC processing, distribution and consumption Contextual search - content based media retrieval, presentation and personalization of content Ad-funded content services – non-intrusive , context, behavior based ad insertion, targeted advertising Business models – innovate business models enabled by Ad-funded, Brokerage models, Retail (Apple Store), Info-mediary (User profiles)Media HubLocal, Regional or International Media Hub can be realized based on business case for an operator. Keyarchitectural drives include - Maximize content monetization through business orchestration and delivery of content globally Package Content and introduce innovative ways of content discovery and content consumption Rapidly build a scalable, multi-service, multi-channel content delivery business © Tech Mahindra Limited 20102
  4. 4. ArchitectureMedia Hub framework comprises of the following key components Content aggregation, management and discovery Triple play converged service delivery Cloud based UGC (User generated content) and P2P content distribution infrastructure Subscription and Advertising based subscriber management User Experience managementAdoption RoadmapTelco can benefit by adoption of Media Hub in a phased manner. Key phases include Phase I o Content - Content Ingestion , Content Processing, Content QA, Content Distribution o Contract Management & Revenue Settlement systems o Content packaging and bundling o Open metadata exchange interfaces for B2B o B2B Portal for Order management and content delivery and distribution o Support for User generated content ( UGC) Phase II o Profile DB - Subscriber profile & Network profile (Presence, Location) o Three screen strategy o Enhanced Search & recommendation engines o Offer management, Rating and Billing system o Advertising Platforms – Inventory, Campaign managements o Cloud based Streaming and storage infrastructure o P2P Content distribution platforms o Enhanced CPE audience measurement and analysis tools o Ad-funded business models © Tech Mahindra Limited 2010 3
  5. 5. Phase III o Enhanced user profiling and distribution management (via new analytical, statistical models) o CDN optimization for QoE (Quality of Experience) and QoS ( Quality of Service)Benefits Rapid Integration and Service Launch o Rapid integration of metadata and media with VOD Platforms of Operators, Broadcasters, ISPs, Cable Operators o Open standard of metadata exchange enabling standardization of media such as Cablelabs, TV Anytime, Dublin Core etc o Digitization of “needed media assets” Mature content-life cycle management function o Content Product Acquisition, Inventory management - Content Catalogue creation, Metadata creation, Asset Tracking o Content Quality Assurance -Encoding profiles, Assembly o Contract Management -What do I own, how do I negotiate, Usage rules o Editorial desk - Create schedules, create promotions – assemble trailers, images, music o Network Ready - Validate content dispatched Content services convergence benefits o Improved User experience o OPEX and CAPEX improvements o New revenue generation optionsRecommendationsA phased rollout of Media-Hub framework, key investments in ecosystems and alternate revenue modelswould propel Telcos in “new media” businesses. Key recommendations include -Phased approachProposed framework helps transform a media hub from a B2B to B2C to C2C. Phased approach ensuressustained evolution of media hub and focuses on the following Standardization of metadata and media exchange, acceptance of large types of contents Convergence & optimization of network & infrastructure assets User driven content life-cycle - contribution, discovery, selection and distributionInvestments in Ecosystem buildingMost Telcos today try and limit the content-provider’s access to subscribers by taking lion’s share ofrevenue. This mindset needs a pro-ecosystem approach to build trust among players, facilitate jointinvestments in infrastructure, and improve participation in standardization of content exchange andconsumption technologies. Media Hub would be the ideal platform to converge service offerings ofecosystem players.Investments in Ad-driven & Parallel ecosystemsAdvertising revenues are important revenues for sustainability of Internet and TV businesses and henceadequate infrastructure needs to be made available – for example, bidding systems, ad-inventory © Tech Mahindra Limited 20104
  6. 6. systems, impression & non-intrusive targeting, campaign management systems – to bring advert basedrevenue streams to Telco offerings. As Media Hub framework is investment intensive, it is important toadd advertising revenues to create rapid ROI possibilitiesIncremental investments in Media Hub can open Telco infrastructure to support Parallel ecosystemssuch as Digital Cinema, Digital Signage, Enterprise content etc. This will help rapid development ofthese value-chains leading to increased revenuesConclusionMedia Hub can bring about transformation of Telco service offerings from a voice/data centric serviceto content centric services. Telcos would hence create a robust, scalable and flexible contentinfrastructure to enable participation in evolving content value chains. This would provide Telco a giantleap in offering content services and help drive customer satisfaction.ABOUT TECH MAHINDRA:Tech Mahindra is a global systems integrator and business transformation consulting organizationfocused on the communications industry. With the convergence of media and telecom, the changinglandscape of the telecom industry is becoming extremely competitive. As companies rapidly strive togain a competitive advantage, Tech Mahindra helps them innovate and transform by leveraging itsunique insights, differentiated services and flexible partnering models. This has helped our customersreduce operating costs and generate new revenue streams. Margins from connectivity are rapidly fallingand future growth in revenues will only come from new applications, content and services. Hence,operators today are busy addressing business opportunities revolving around commerce, content,convergence and customer experience to gain a sustainable competitive advantage. At Tech Mahindra,we understand this and we offer solutions that help our customers achieve their business goals. © Tech Mahindra Limited 2010 5

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