Cloud or Not to Cloud, That is the Question!


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Cisco's Nick Fielibert's session presentation from ANGA 2014 in Cologne, Germany. Access all Cisco at ANGA assets (blogs, photos, event details, etc.) here:

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  • Key message –

    These benefits enable what cable operators really want/need:
    Scalability from an infrastructure and economics point of view
    Faster time to market
  • Cloud or Not to Cloud, That is the Question!

    1. 1. Cloud or not to Cloud, that is the question! Nick Fielibert CTO, Video Technology, SP EMEAR
    2. 2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved. Drivers for Change Technology • More devices and screens • Ubiquitous and smarter networks • Better video quality • General Purpose Computing • Elastic Compute Power in the network • The Home gets a new focus Business • Content rights evolve • Devices (and UX) lead loyalty • Improved service agility • New business relationships and competition (OTT) Consumer • The omnipresent nature of content • Story-telling from device to device, place to place • Make it easy for me AND fun • Minimize the pain of paying, and protect my personal data • Give me the best experience possible (highest ROI) • Want new experiences faster (4K TV) Cisco Public
    3. 3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved. There is a competitive sweet spot available to all players offering video services • OTT Players have greater agility than traditional players • Traditional players have potential to provide a broader offer/richer experience • Need to solve offer breadth and agility trade- off to be more competitive Offer Capabilities & Flexibility Operational Agility Low Low High High Service Provider Competitive Sweet Spot Consumer Electronics OTT Player Content Owner Source: Cisco Consulting Services Cisco Public
    4. 4. Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved. Creating a consistent/Aggregated User Experience • Consumers care a lot more about their experience with the TV service (UX) • Increased content choice requires strong integration of brands, channels, widgets and social networks • Unified access across all content sources: Broadcast On-demand Personal OTT • Personalized content through search and recommendations • Operates across all applicable devices Cisco Public
    5. 5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved. Unified Services Remove information silos Enable instant access to all content sources anywhere Scalable Economics Save on CPE development Flexible on-demand pricing Centralized management Scalable Infrastructure Robust server infrastructure Reliable and consistent quality of service Web Integration Social network integration Personal recommendations Targeted Advertisements Real Time Updates Efficient, real-time analysis Improves insight and decision making Faster Time-to-Market Faster deployment of new features on more devices Reduced development cycles Utilizing Cloud capabilities can help operators to move to this sweet spot: offer breadth, fast time-to-market and scalability Cloud Proposition Cisco Public
    6. 6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved. Impact on platform: Traditional Approach Server(HE/Cloud) Client(CE/CPE) VOD Metadata Linear Metadata Streamer Application suite: • EPG • VOD • Search • DVR • Parental Control • Etc. A/V Player RTSP, HTTP MPEG TS Control Plane Data Plane Cisco Public
    7. 7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved. Thin Client Architecture Server(HE/Cloud) Client(CE/CPE) HTML5 hosted UI Backend services Streamer Browser (app) A/V Player HTML5/CSS3… REST/JSON JS MPEG TS/ABR/HTTP/RTSP/… Control Plane Data Plane Thin clients drive to all IP and is also the best way to converge between Cable and DSL/Fiber access Cisco Public
    8. 8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved. What moves to the cloud, what stays in box? • Service Discovery • Based on a cloud config file download/update model • Good simplification of stack • UX (using Open UX) • Linear guide • VOD guide • Search • Recommendations • Purchasing • Self-care, User Account/HH management • Local and Cloud Hybrid DVR Management/scheduling • Device and Home Network Management Remote and Self Care • Using Cisco Home Prime WebAPIs • DVB support • Playback content • Caches for various parts of control data to allow for functionality in case of loss of connectivity • Parental control – on STBs • Device Diagnostics – on STB • Power Management – on STB DC/Headend CPE Cisco Public
    9. 9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved. Can a CE, unmanaged device deliver? Continued explosion in video-capable devices Different device classes following different performance/capability trajectories The challenges • Fragmented market • Fast-moving market • CE manufacturers have a different agenda • Security (DRM) • Recording and distribution in the home Cisco Public
    10. 10. Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved. So what is the solution? • The set-top box! • Set-top fulfills the role of providing the best possible Quality of Experience to the subscriber • Augmented by other unmanaged devices in the home • Are they changing? • Yes, greatly • Form factor, connectivity, performance, memory, graphics, etc. • Not to mention software environments… Cisco Public
    11. 11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved. Summary OTT providers are on the hunt! SP’s will have to bring Opex/Capex in line with the new competitors Service velocity by deploying Thin SW stacks with applications moving to the cloud Control of device and device SW is the only way to guarantee QoE and Scalability Cisco Public
    12. 12. Thank you.