Benefits of Software Upgradability of a Hardware Platform

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by Keith Sommers, Sr. Director of Operations Support, BigBandNetworks Presented at SoftSummit 2010

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Benefits of Software Upgradability of a Hardware Platform

  1. 1. Benefits of SoftwareUpgradability of aHardware PlatformKeith SommersSr. Director of Operations SupportBigBand Networks
  2. 2. BigBand Networks Market Segment• Digital Video Networking – Wide range of solutions including digital TV, HD TV, advanced advertising, VOD, and interactive TV. – Many Service Providers (Customers) competing for end users • Cable Television • Traditional Telcos • Satellite • IP Based “Over the Top” providers (Netflix, for example) 2
  3. 3. BigBand Networks Products• Digital Video Networking – Innovative solutions designed to move, manage, and monetize entertainment quality video – Future-proof, software-enabled, carrier-grade platforms – Five 9s availability requirement – Support for industry standards and accepted protocols (non-proprietary) – Fast return on investment and lower total cost of ownership 3
  4. 4. BigBand Networks Value Proposition How do we deliver on the vision? Hardware Platform Software Upgradability 4
  5. 5. Hardware Platform vs “Pizza Box”(Customer Perspective)• Hardware Platform – Modular – add capacity as needed – (CapEx friendly) – Modular – enable/introduce new IO to support changing market needs - (CapEx friendly) – Reliability – High availability built into platform – (OpEx friendly) – Add new applications through software upgrades - (CapEx friendly)• Pizza Box – Capacity fixed at time of purchase/shipment – Limited upgradability of IO – Typically low cost approach, reliability low priority – Applications typically limited based on hardware shipped 5
  6. 6. Hardware Platform vs “Pizza Box”(Vendor Perspective)• Hardware Platform – Modular – add capacity as needed – Sell into existing footprint/open platform slots – Modular – enable/introduce new IO to support changing market needs – Platform/interface to backplane standard, simplify hardware development – Low development cost, shorten time to market – Reliability – High availability built into platform – Develop once on platform level – Add new applications through software upgrades – High margin business• Pizza Box – Capacity fixed at time of purchase/shipment - Constant battle against other “pizza box” solutions on price = Low margin – Limited upgradability of IO – Typically need to develop new hardware from ground up to respond to changing market needs – Typically low cost approach, reliability low priority – Single point of failure, low customer satisfaction – Applications typically limited based on hardware shipped – New applications can require new hardware/new product = High cost development cycle 6
  7. 7. Hardware Platform and Software Upgrades• Software upgrades for new features – Adds longer product life and higher return on investment in hardware platform for customer – Reduces OpEx cost for customer by allowing new features to be added to existing hardware platform, reducing deployment costs – Shorter time to market for new features for vendor – Higher return on development investment for “Software Only” feature upgrades for vendor 7
  8. 8. Hardware Platform and Software Upgrades• Software upgrades for new features – Managing through Entitlements – Single release for all customers – Only license purchased features – More cost effective development as separate Maintenance and Feature upgrades are no longer required for support contracts as new features are “turned on” via licensing only when purchased – Enable self-support for customers to manage entitlements through online portal 8
  9. 9. Summary• Hardware platforms are more cost effective for both customer and vendor (win/win)• Hardware platforms provide easy up-selling opportunities once deployed• “Pay as you grow” CapEx friendly models leverage existing hardware platform infrastructure to easily scale and grow business• Lower development costs on new hardware I/O, new feature introduction• Managing features through entitlements further improves revenue opportunities and reduces cost of development and deployment 9
  10. 10. Questions? 10

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