1.
The Resurgence of Mediation for Cable Operators Gary Gibbs <ul><li>Digital Route </li></ul><ul><li>User Conference </li></ul><ul><li>October 2008 </li></ul>

2.
Cable Industry History with Mediation <ul><li>Historically focused on subscription based services </li></ul><ul><ul><li>HSD, even VoIP service has been “all you can eat” </li></ul></ul><ul><ul><li>Event-based PPV was traditionally collected by provisioning and activation layer </li></ul></ul><ul><ul><li>Simple payment models – little or no pre-paid (NA especially) </li></ul></ul><ul><ul><li>Silo’ed, point solutions – no strategic view of mediation </li></ul></ul>

3.
What’s Changed <ul><li>Service model changing to on-demand, event based </li></ul><ul><li>Bandwidth needs driving a tiered pricing model for HSD </li></ul><ul><ul><li>Need to collect customer internet usage </li></ul></ul><ul><ul><ul><li>CableLabs DOCSIS IPDR-based collection from CMTS </li></ul></ul></ul><ul><ul><ul><li>Many options possible, some real-time based </li></ul></ul></ul><ul><li>VoD usage, evolution to “XoD” </li></ul><ul><li>Adding Wireless to the bundle (either facilities-based or MVNO) </li></ul><ul><ul><li>Time-based charging </li></ul></ul><ul><ul><li>Emergence of pre-paid and balance management models </li></ul></ul>

4.
What’s Changed…continued <ul><li>Data use outside of revenue management/billing </li></ul><ul><li>Service usage off CMTS drives capacity management </li></ul><ul><ul><li>Same IPDR-based collection for tiered HSD can be used </li></ul></ul><ul><li>Advanced/targeted advertising </li></ul><ul><ul><li>Ability to track success of campaigns </li></ul></ul><ul><ul><li>Ability to use subscriber viewing/behaviour to more accurately target users </li></ul></ul><ul><ul><ul><li>CableLabs Tru2Way defines IPDR-based collection of events from settop </li></ul></ul></ul>

5.
IPDR <ul><li>IPDR is a record format driving the need for a re-think of mediation solutions for cable operators </li></ul><ul><li>IPDR is used in : </li></ul><ul><ul><li>Docsis </li></ul></ul><ul><ul><ul><li>Better than SNMP for CMTS collection flow information </li></ul></ul></ul><ul><ul><ul><li>Valuable for capacity planning, usage based pricing </li></ul></ul></ul><ul><ul><li>OCAP/Tru2Way </li></ul></ul><ul><ul><ul><li>To describe customer viewing/usage patterns </li></ul></ul></ul><ul><ul><ul><li>Valuable for enriching subscriber profiles for advanced applications such as advertising </li></ul></ul></ul>

6.
Why Fulfillment & Mediation? <ul><li>This common model is the logical progression of the services layer </li></ul><ul><ul><li>Logical extension of service catalog and service definition to include how events are processed </li></ul></ul><ul><ul><li>Logical extension of network element interaction </li></ul></ul><ul><ul><li>Logical extension of the subscriber service profile </li></ul></ul><ul><li>Adding traditional and active mediation allows Sigma to bring together the subscription and on-demand environments in a single unified set of models and architecture </li></ul>

7.
TeleManagement Forum Catalyst in Content Encounter <ul><li>An end-to-end targeted advertising solution, inter-operating multiple industry standards/specifications: </li></ul><ul><ul><li>TMF IPDR and OSS/J, SCTE 130, CableLabs tru2way </li></ul></ul><ul><li>Demonstrates: </li></ul><ul><ul><li>Flow-through provisioning of tru2way Set-Top Box and applications </li></ul></ul><ul><ul><li>Collection of viewing and application usage events via IPDR records </li></ul></ul><ul><ul><li>Using demographic, subscriber and usage information to drive a multi-platform targeted advertising campaign </li></ul></ul><ul><ul><li>VoD pre-roll and </li></ul></ul><ul><ul><li>advanced application ads </li></ul></ul>

8.
Catalyst Overview <ul><li>Mediation used: </li></ul><ul><li>To collect/aggregate customer viewing and application usage information using IPDR </li></ul><ul><li>To retrieve and load large demographic data set files and match to existing subscriber base </li></ul>

9.
Thank you ! <ul><li>Gary Gibbs </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 (0) 7917 886113 </li></ul>