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Any service you are receiving over the internet
that is NOT provided directly by your Internet
Service Provider
What is OT...
What is the
infrastructure
required for OTT
delivery ?
• ISP
• Set of Modems
• Remote Access Server
• SMTP Server
• Web Server
• Routers
• CDN
• PoPs/edge servers/
• Origin serv...
* 4
Motama offers a complete set of products for building your IPTV and OTT
backbone, including DVB gateways, encoders/transco...
The gray circle shows the physical
broadcast access networks that
reach the end user.
The small green circle
shows a third...
The blue circle outlines the
broadcast operator’s operational
networks, where the content is
prepared and distributed to t...
Red line: the cost of network transit between the pureplay OTT
providers’ CDN edge and the end is free to the broadcast
ne...
Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England
http://compeng.ulster.ac.uk/iu-
a...
Figure. 1 gives a representation of how content is
currently distributed. A content asset library stores prerecorded
media...
Proposed unified
architechture
Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England
ht...
Figure. 2 gives a representation of how this proposed
unified architecture might look. Assets from the compressed
library ...
Getting started
OTT
http://www.piksel.com/2015/04/ott-service-fundamentals-10-
components-successful-strategy/
1. Defining Your Market1. What is the general age and gender of the market I’m targeting?
2. Where does my targeted demogr...
2. Defining Your Business Model
McKinsey has proposed four potential business models for telecom and media companies to
en...
3. Content Licensing and Acquisition
how you can accommodate exclusive rights
for content to further drive viewer
engageme...
4. Building a platform to meet market
requirements – How do you do it?
building a platform from scratch or adapting an
exi...
5. Designing internal workflows for content provisioning.
You need teams to handle support requests, eliminate bugs and
ot...
6. How to package your content
Figuring out the right plan of how to promote
distribute the content
7. Pricing your content
1. What your competitors are charging for similar content
2. How many competitors are vying for th...
8. Marketing your content – building
a strong brand identity
9. Leveraging your demographics
10. Pulling it all together
OTT- understanding infrastructure
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OTT- understanding infrastructure

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My understanding on OTT infrastructure so far

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OTT- understanding infrastructure

  1. 1. Any service you are receiving over the internet that is NOT provided directly by your Internet Service Provider What is OTT?- Let’s revise
  2. 2. What is the infrastructure required for OTT delivery ?
  3. 3. • ISP • Set of Modems • Remote Access Server • SMTP Server • Web Server • Routers • CDN • PoPs/edge servers/ • Origin servers • Request routing mechanism • Delivery (set top box, tablet, smartphone, PC ,etc.) A content delivery network (CDN) is a system of distributed servers (network) that deliver webpages and other Web content to a user based on the geographic locations of the user, the origin of the webpage and a content delivery server.
  4. 4. * 4
  5. 5. Motama offers a complete set of products for building your IPTV and OTT backbone, including DVB gateways, encoders/transcoders, and streaming servers and protocols for content distribution. TVCaster™ is an integrated DVB receiver, descrambler, remultiplexer, and IPTV server for converting DVB to IP. CodecCaster™ offers a high-performance transcoding solution for live content in IPTV and OTT. AdCaster™ is our solution for regional and targeted replacement and overlays of adverts for IPTV and OTT. RelayCaster™ enables reliable and secure contribution and distribution of live streams for IPTV and OTT over cost-effective public Internet links. PolyCaster™ is a streaming server for live content serving PC browsers, mobile phones, tablets, and set-top boxes. CDN-OTT example http://www.motama.com/cdn.html
  6. 6. The gray circle shows the physical broadcast access networks that reach the end user. The small green circle shows a third-party telecoms (or cable) network which provides the end user with internet access through an ISP streamingmedia.com http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating- strategies-for-video-streaming-97565.aspx
  7. 7. The blue circle outlines the broadcast operator’s operational networks, where the content is prepared and distributed to the physical access networks. The orange circle represents the internet, where, for example, a pureplay CDN might operate. point A shows a critical interface where the MHEG app, or similar EPG details that announce the existence of any OTT content over the traditional broadcast network, is established. streamingmedia.com http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating- strategies-for-video-streaming-97565.aspx
  8. 8. Red line: the cost of network transit between the pureplay OTT providers’ CDN edge and the end is free to the broadcast network if it is delivered by the pureplay OTT operator and distributed through the end user’s chosen ISP. This is the lowest QoS SLA and accordingly the cheapest OTT model, but it is also usually good enough for most consumers. In yellow line model, end users may subscribe directly to Netflix as an extra expense on top of their basic broadcast package subscription. streamingmedia.com http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating- strategies-for-video-streaming-97565.aspx
  9. 9. Published in a research paper from BT Innovate & Design, Adastral Park, Ipswich, England http://compeng.ulster.ac.uk/iu- atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2 0Internet.pdf
  10. 10. Figure. 1 gives a representation of how content is currently distributed. A content asset library stores prerecorded media that can be combined with a live source if required to create a broadcast stream, that is then broadcast by traditional methods, terrestrial, satellite and cable. The stream can also be multicast via the IPTV architecture to consumers’ set top box for viewing using a variety of protocols. IPTV is able to implement bandwidth reservation and admission control, however this means that the implementation of the architecture requires both a large initial capital expenditure and technical expertise from the network provider. The OTT architecture takes existing content from the asset library and after compression transmits it individually to IP enabled devices that have adaptive clients on board to view the content or in the case of Quavlive [13] the adaptive logic resides server side. The HTTP protocol is used, however specific content is only available on specific devices, for example OTT is only available on the IP enabled devices. The OTT architecture is not reliant on specific network infrastructure or technical expertise, allowing a broader range of services to create a streaming media node. Published in a research paper from BT Innovate & Design, Adastral Park, Ipswich, England
  11. 11. Proposed unified architechture Published in a research paper from BT Innovate & Design, Adastral Park, Ipswich, England http://compeng.ulster.ac.uk/iu- atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2 0Internet.pdf
  12. 12. Figure. 2 gives a representation of how this proposed unified architecture might look. Assets from the compressed library can be combined with a live source and advertisements to create a single stream that is transmitted using either unicast or multicast and can be presented as either Video on Demand, Linear TV or catch up television. Bandwidth utilisation should be increased, as streams are suited for the display devices. Multicast facilities will be available allowing for a reduction in core network traffic while improving upon existing Over-the-Top services. Proposed unified architechture Published in a research paper from BT Innovate & Design, Adastral Park, Ipswich, England http://compeng.ulster.ac.uk/iu- atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2 0Internet.pdf
  13. 13. Getting started OTT http://www.piksel.com/2015/04/ott-service-fundamentals-10- components-successful-strategy/
  14. 14. 1. Defining Your Market1. What is the general age and gender of the market I’m targeting? 2. Where does my targeted demographic currently go to watch various forms of media? 3. What type of media do they typically consume? 4. How much are they willing to spend on a piece of content? Or would they be willing to spend on a service? 5. What size is the market? 6. What is the market’s general amount of free time to consume video content? 7. What is their preferred length of content they enjoy? 8. What is the type of genre of content enjoyed? 9. Level of engagement watching video content 10. Level of abandonment watching video content 11. Preferred type of advertising (are there certain products/categories the targeted demographic will turn away from?) Do they watch or turn away from specific length of advertising
  15. 15. 2. Defining Your Business Model McKinsey has proposed four potential business models for telecom and media companies to engage in the OTT market: • Own Device - this model centres around selling a device that can be connected to different OTT services. While this is naturally consumer electronics manufactuers' turf, many telcos and cable operators have participated in this model. • Fully-integrated Service - this model involves the provider selling a seamless and integrated TV service, including content, interface and device. This has been the traditional playground of telcos and pay-TV operators. • Content Aggregator - a content aggregator sells content via an aggregation service that can be accessed using various devices. Media aggregators such as Hulu and online aggregators like Netflix dominate in this model. • Open User Interface - this model relies on a user interface that can be used on any device to view any content. Google plays heavily in this model, with its Youtube video service and Android operating system for mobile devices.
  16. 16. 3. Content Licensing and Acquisition how you can accommodate exclusive rights for content to further drive viewer engagement? Acquiring best content for your money
  17. 17. 4. Building a platform to meet market requirements – How do you do it? building a platform from scratch or adapting an existing one internally? Resources needed to: 1. Design the platform interface (front and backend) 2. Code your platform to fit various device and application specs (such as a Roku box or Smart TV app) 3. Design the ecommerce portion for processing payments 4. Integrate a digital rights management solution to protect your content
  18. 18. 5. Designing internal workflows for content provisioning. You need teams to handle support requests, eliminate bugs and other code issues A team that analyses market trends and bundles content together accordingly back-end of development of a platform, to the front-end handling user requests
  19. 19. 6. How to package your content Figuring out the right plan of how to promote distribute the content
  20. 20. 7. Pricing your content 1. What your competitors are charging for similar content 2. How many competitors are vying for the same market 3. The quality of the content you offer 4. The quantity of content (this includes you’re overall library and the amount of content within specific categories such as genre or content format) 5. What is it cost to acquire your library of content
  21. 21. 8. Marketing your content – building a strong brand identity
  22. 22. 9. Leveraging your demographics
  23. 23. 10. Pulling it all together

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