Published on

Teknologi dan layanan IPTV di Indonesia relatif masih baru, bahkan PT Telekomunikasi Indonesia sebagai pionir layanan telekomunikasi baru mengimplementasikan IPTV pada awal tahun 2011. Presentasi inio akan memberikan wawasan tentang implementasi IPTV. (Oleh John Sihotang)

Published in: Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Delivering successful IPTV service JOHN SIHOTANG TELECOMMUNICATION PLANNING SPECIALIST / Bandung, 5 Agustus 2010 Expertise Empowering Assured Progressive Heart
  2. 2. Contents: 1 Background 2 The Challenge 3 Benchmark 4 Key Consideration 5 Conclusion Expertise Empowering Assured Progressive Heart
  3. 3. Basic IP TV Configuration Telecom OSS/BSS Mediator TV Portal TUT Content Processor CASCADE IP Multicast HG STB IPTV Middleware IPTV Service and Subscriber Management System TV Headend Live TV Provisioning System Home Network STB & HG IP CORE DSLAM Bitband Vision Server and Maestro CND management STB BRAS/ESR HG IP Unicast Broadband Network CA/DRM Solution MSAN Content protection System VOD/nPVR System VOD/nPVR Provisioning System
  4. 4. Contents: 1 Background 2 The Challenge 3 Benchmark 4 Key Consideration 5 Conclusion Expertise Empowering Assured Progressive Heart
  5. 5. Meeting the IPTV Challenge • -Why launch IPTV? Why • -Regulatory issues? • -Market environment and opportunities? • -What service to launch? What • -What platform to use? • -What business model to choose? • -How to develop a content strategy? How • -How to source suitable content? • -How to implement the technology? • -How to market my product?
  6. 6. Mengapa IPTV ? • Evolusi akses broadband (“ADSL2+”:25Mbps, “VDSL”:50Mbps) • Kompresi video lebih baik : H.264, MPEG-4, WMV9 • Penerimaan “Content Production House” terhadap advanced DRM technology mulai meningkat • Biaya layanan IPTV per-subscriber terus menurun • Pendapatan Telco dari voice revenues menurun drastis • Video menjadi peluang baru untuk untuk – Retain customers – Grow ARPU
  7. 7. Key Factors Impacting a Successful Service Launch • Strategy • Content • Technology components that work • Bandwidth/Last mile access • A large broadband subscriber base • A favourable regulatory environment
  8. 8. Key Tools – Economic Justification
  9. 9. Tantangan Implementasi IPTV • Tantangan aspek bisnis – Create a better user experience than cable or satellite – Becoming entertainment provider - major shift for a telco – The television market is an uphill battle - well established entities – Get premium content at lower prices than cable or satellite – Build trust with studios and publishers – Differentiate business model from cable (On demand? Anywhere access?) – Set Top Box price <$100 – Accelerate FTTx/ADSL2+/VDSL roll-outs • Tantangan aspek teknologi – Build better/cheaper silicon for STB – Lower cost of DSLAM/FTTx deployments (WiMAX?) – Further improve video compression rates – Content recording and distribution control (secure DRM) – End-to-end QoS monitoring and service assurance – Integrated customer care, billing, provisioning, activation, self-service – Multi-services blending (VoIP, IPTV, apps) – Higher density of VOD play-out farms
  10. 10. Critical Issues – Technical Aspecs: IPTV Infrastructure Readiness • Head End & Middleware • SDP •OSS & BSS • IP Transport (BRAS, Metro-E, IP Core & IPBB) • Local Access R2BB ( 3 Mbps ) DSLAM, CPE (HGW) & STB
  11. 11. Contents: 1 Background 2 The Challenge 3 Benchmark 4 Key Consideration 5 Recommendation Expertise Empowering Assured Progressive Heart
  12. 12. Benchmark - Example of IPTV offer in western Europe 2/3Play bundled TV offer. BB speed : 20M XDSL up to 100M for FTTH (France) – no stand alone TV offers Offer Basic TV Package Free Channel. IPTV ARPU (no BB) from 3€ (Free IPTV) to 40€ (Premium IPTV). incumbent Pricing are usually positioned premium price. Ex: 3Play offer “free” (France) €/month 29.99 (basic TV offer 150 channel, BB speed 28M, WEB TV) Fee TV (DTT, DTA) ” and DTH “premium offer”. entry level (package base free) from 40 to 100 channels (Free) Content Widely increase of free IPTV and basic pay TV IPTV offer on a monthly fee base Sport and especially soccer are the main driver for the premium VOD library: flat subscription Integrated STB IPTV/DTT with PVR e but sometimes also HD (FT e T-Home, Free). Very few proprietary STB/PVR technology, lots of STB vendors TV Widget: maps, weather, news, traffic, Finance news, gaming PVR : time shift and catch up TV Other services Download music: flat fee Video sharing/UGC: Media Center Phone on TV: listen to the answer machine on tv (!!) PVR Remote programming Multiroom *benchmark: Free, DT, Orange, Belgacom, TEF, BT,
  13. 13. Benchmark - Example of IPTV offer in western USA 2/3Play on FTTH, BB speed up to 50Mega, stand alone TV offer . ATT & Verizon are offering Offer IP/Cable Tv and DTH TV (Direct TV when there is no coverage) as well as mobile TV with Qualcom MediaFlo. NO Free IPTV, there are 2 kind of pricing: Pricing Basic pay (FiOS TV basic TV channel + STB/DVR + BB 3M): Verizon 84.99$/month (on promotion) Premium (U-verse / premium + STBHD + BB20): AT&T 115€/month TV offer”: Verizon FiOS TV (package basic pay): 125 HD channels, Over 385 digital channels, VOD: Over TV content 18,000 Video On Demand titles every month AT&T U-verse: TV packages start at $49 per month – packages available with up to 390 channels, including local , Access to over 110 HD programming Basic Channels: Local channels such as ABC, CBS, NBC and Fox, ESPN, Discovery, TNT, USA, MTV, CNN and more STB HD AT&T provides an HD-ready receiver at no additional charge. TV Widget: maps, weather, news, traffic, Finance news, gaming (lottery), directories PVR : time shift and catch up TV Other Media Center/multiroom services Video communication Remote programming: AT&T 14 days before Fonte: Rielaborazioni Benchmark TIlab
  14. 14. Contents: 1 Background 2 The Challenge 3 Benchmark 4 Key Consideration 5 Conclusion Expertise Empowering Assured Progressive Heart
  15. 15. Business Aspect
  16. 16. Trend in Asia – Content Strategy • Start with satellite turnaround signals which already have an Asian footprint => require little in- house programming expertise • Invest in brand-name channels - to build critical mass and position as a ‘complementary’ and not ‘substitute’ service to traditional PayTV • In-house content department and capabilities give operators the edge, e.g. self-programmed channels, marketing, licensing and legal expertise • Local content/ self-programming for competing with traditional Pay TV operators
  17. 17. Key Considerations: The Content Business
  18. 18. Trend in Asia – Business Model • STB subsidies is common - –Free STB to drive service adoption/lower entry barrier => low-cost STBs critical in any deployment • A la carte and/or mini-pack subscription model breaks down barriers of huge channel bundle with high monthly fees
  19. 19. Pertimbangan Akses (1/3) • IPTV untuk residential area • IPTV menggunakan Speedy (ADSL 2+ bandwidth s/d 25 Mbps). • Bandwidth 8-10 Mbps utk layanan HDTV • Panjang/jarak kabel pelanggan (1 km) jika panjang kabel tidak dipenuhi disolusi dg menggunakan remote DSLAM • Perangkat modem ADSL minimal memiliki 4 port ethernet dan support multi PVC & port mapping.
  20. 20. Technology Aspect
  21. 21. Pertimbangan Akses (2/3) • IPTV untuk Office Building • Menggunakan Metro-Ethernet HRB • Metro node di HRB (menggunakan fiber optik) ke pelanggan menggunakan distribution switch (dengan UTP cable standard) • Panjang/jarak kabel UTP dari switch ke pelanggan maksimum 100 meter • Bandwidth dari Metro-Ethernet ke distribution switch 1 Gbps. • Bandwidth tidak ada isu (BW ke pelanggan 100 Mbps/100 FE) • Kapasitas maksimum 1 unit distribution switch utk melayani 48 pelanggan • Distribution switch support manageable trunking
  22. 22. Pertimbangan Akses (3/3) • IPTV untuk Apartemen • Menggunakan Remote DSLAM/MSAN di dalam Gedung • Akses dari Metro-E ke Remote DSLAM/MSAN menggunakan fiber optik dan distribusi ke pelanggan menggunakan kabel tembaga standar (pertimbangan kemdahan instalasi IKG) • Panjang/jarak kabel tembaga dari Remote DSLAM hingga 1 km • Bandwidth minimal 4-6 Mbps utk SDTV & 8-10 Mbps utk HDTV • Perangkat modem ADSL minimal memiliki 4 port ethernet dan support multi PVC & port mapping
  23. 23. Pertimbangan Network • Network agregator menggunakan Metro Ethernet (bandwidth s/d 10 Gbps). • Network element yang digunakan mendukung IGMP untuk multicast. • Format video MPEG4/H264.
  24. 24. Koneksi IP • Koneksi : PPPoE • PPPoE ditangani oleh BRAS tersendiri (khusus IPTV) • 1 BRAS untuk menangani 1 regional area
  25. 25. Market & Marketing Aspect
  26. 26. 1 IPTV Basic & Free-mium Service Free- UGC WEB Publishing IPTV BASIC SERVICES : tools 1. Paketisasi layanan IPTV- HD (DTT) 2. Electronic program guide 3. Channel domestik, LN, Premium IPTV Web TV Broadcaster and Content Set Top Box/Media center Provider CONTENT & FREE-MIUM SERVICES : 1. TV Widget: maps, weather, news, traffic, Finance news, gaming , Sosial media & marketing 2. PVR ++: time shift and catch up TV 3. Download music: flat fee 4. Video sharing/UGC: VALUE ADDED SERVICES : 5. Media Center (Broadcast media) 1. Video on demand 6. Phone on TV: listen to the answer machine on TV. 2. Web TV access (Seamless & multiscreen) 3. Personal video recorder (PVR) , Time shift 7. PVR Remote programming 4. Application store (music, photo) 8. Multiroom 5. Advertising personalization 9. Chatting on-line 6. Electronic program guide 10. Hot Billing 7. Game
  27. 27. Fitur Layanan • The subscriber has the choice of channel selection and pays only for the channels being subscribed • A longer-term plan offers a bigger discount to subscribers For example, the HBO and Cinemax package combo is Rp.85.000 monthly, Rp. 75.000 semi-annually, and Rp 65.000 yearly. • A channel subscription plan is available under different terms: monthly, six- monthly and yearly • On demand programs are available on a pay per view basis • Service is available at virtually no startup cost for subscriber • Telkom provides free installation and decoder Set Top Box (STB) for customers who subscribe to broadband service. • Customers do not incur any cost to try IPTV-based television service with fifteen free channels included, and there is no monthly service fee • Pause, fast forward, and fast backward features are available only for on demand programs • Telkom provides a la Carte pricing models that give much flexibility in the channel selection, resulting in a tremendous interest from customers.
  28. 28. STP • Segmentation – Kelas ekonomi A-B • Targeting – Kelompok Innovators dan early adopters – Family – Women as endoser – Netizen – Youth sbg influenzer – Premium customer • Positioning – TV Kualitas Tinggi dengan pengalaman berbeda
  29. 29. TV Ads Market Indonesia • TV Ads Revenue by TV Station: – TPI (projected 2010): 800M – MNC (RCTI, SCTV, GlobalTV): 3950M • Ad Expenditure Indonesia 2008: – All Ad: 2626 US$m – TV Ad: 1661 US$m
  30. 30. Promosi • Tahap I: Free trial ke calon pelanggan terpilih (September-Desember 2010) • Tahap II: (Soft ?)Launching (Desember 2010) • Tahap III: Retensi – Fluktuasi harga (diskon, paket, dll)
  31. 31. IPTV as Single product • STP = Premium (ekonomi A-B), kualitas tinggi • Ada tambahan fitur : – Channel High Definition – TV on Demand – Near VoD – VoD Dengan paket setara Pay TV, price lebih tinggi daripada Pay TV namun pada waktu promosi dapat diberi price sama dengan Pay TV
  32. 32. IP TV as Bundling Product with Speedy • Pertimbangan : – Positioning terhadap single product IPTV – Positioning terhadap single product Speedy (ND Dir KNS C.Tel. 105/YN 000/COO- C0000000/2010) Nama Paket Speed Tarif lama Price Battle Area Price Non Battle Area N/A (code name : Paket Lite) 128 K N/A Rp 75.000/30 hari N/A Rp15.000/5 hari Paket harian, Paket mingguan. 256 K N/A Rp 100.000,-/30 hari Rp 100.000,-/30 hari Rp 50.000 / 2 weeks Rp 50.000 / 2 weeks Rp.20.000/ 5hr Rp.20.000/ 5hr N/A (code name : Speedy-Flash) 384 K N/A Akan ditetapkan max 8 Akan ditetapkan max 8 Juli 2010 Juli 2010 Load 512 K Rp 295.000 Rp 195.000 Rp 295.000 Familia 1M Rp 645.000 Rp 295.000 Rp 645.000 Exe 2M Rp 995.000 Rp 450.000 Rp 995.000 Biz 3M Rp 1.695.000 Rp 650.000 Rp 1.695.000 Fitur Upgrade Line Speed 5M Rp2,010,000 Fitur Upgrade Line Speed 10 M Rp2,795,000
  33. 33. ? Peningkatan level of customer experience • Network and service quality – Packet loss ration – Picture quality – Packet Latency – Zap time – Packet Jitter – Control command response time – Errored packets – STB startup time – Out-off-order packets – Audio-to-video synchronization – Bit error rate delay – Loss of frame – Authentication Errors – Loss of signal – Percent error-free seconds • Transport performance – Broadcast and Video-on-Demand Number of Video Freeze Events – Broadcast and Video-on-Demand Number of Skip Events – Join and Leave Latency – Interchannel Latency – Play Response Delay – Fast Forward, Pause, and Rewind Response Delay – Broadcast and Video-on-Demand Service Quality Index
  34. 34. Content Business Process
  35. 35. IPTV Content Services Value Chain Business & Content Processes. Production Distribution Delivery Consumer •IP •Planning •Rights Aggregation •License Tracking •Consumer Mgmt Creative •Contracts •Wholesale Licensing •Consumption Tracking •Subscriptions •Windowing Strategy Commerci •Budgeting Content Retail Delivery, •Cost Accounting •Wholesale Content al Tracking, Yield •Relationship Mgmt Distribution •Pay per-Unit: Rentals •Ad Usage Capture •Ad Insertion •Animation •Content Streaming •Production Shoot •Content Management Content •Xcoding & Library •Post Production © 2010 Oracle Corporation – Proprietary and Confidential
  36. 36. Contents: 1 Background 2 The Challenge 3 Benchmark 4 Key Consideration 5 Conclusion Expertise Empowering Assured Progressive Heart
  37. 37. 6 Conclusion Embrace - superior capabilities of IP technology Design - a highly flexible platform for quick and easy addition of new services, new business and pricing models and new distribution mechanisms Learn –how to monitized new trends in content creation and distribution - across multiple access platforms –with innovative business models : Work closely - with the content community to help them understand the potential of new and evolving technologies Beware - the dangers of being a closed proprietary delivery mechanism vs the internet’s potential to deliver a myriad of free and pay programming