David Boland,  Sr. Manager, Next Generation Solutions Building Networks for Delivering IPTV
We will cover……..  (maybe not in this order) <ul><li>Do you know where the video content is coming from?? </li></ul><ul><u...
There are Multiple  Sources of Broadband Video Video on Demand Latest movie releases, Movie/Syndication Libraries, PVR / T...
Broadcast TV: Table Stakes Services Broadcast TV NBC, ABC, CBS, FOX, local stations Basic Cable: Disney, ESPN, FX, Animal ...
Video on Demand: Premium Service, Premium Pricing Customer VLAN VoD Video/Hub  Serving  Office Video  Head-end Office Poli...
Guaranteeing QoE for Premium VoD services   VoD Video/Hub  Serving  Office Video  Head-end Office Policy Manager 1, Subscr...
Internet Based Video: Risks and Rewards <ul><li>Internet Based Video is growing but, </li></ul><ul><li>Where is the servic...
High Speed Internet customers are the IPTV target market!! <ul><li>The provider that wins the High Speed Broadband custome...
<ul><li>A single converged network for all services </li></ul><ul><li>Common Service Delivery Point (SDP) provides ability...
<ul><li>Subscriber Benefits </li></ul><ul><li>Full access to all available bandwidth </li></ul><ul><li>QoS for all service...
<ul><li>Multiple Service Delivery points prevents bandwidth reallocation between services </li></ul><ul><li>Using a VLAN/V...
Things to watch out for……  <ul><li>The “multi-edge” network architecture </li></ul><ul><ul><li>Increases OPEX </li></ul></...
Summary……… IPTV  Design Philosophy <ul><li>IPTV content comes from three sources  </li></ul><ul><ul><li>Design the infrast...
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Building the IPTV Service Delivery Infrastructure

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Building the IPTV Service Delivery Infrastructure

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

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