Мультискрин-сервисы и гибридная ТВ-платформа Huawei

HUAWEI TECHNOLOGIES CO., LTD.
www.huawei.com
MULTISCREEN SERVICES AND SECOND
SCREEN - The real multi screen service via
Huawei Hybrid TV platform

HISILICON SEMICONDUCTORHUAWEI TECHNOLOGIES CO., LTD. Page 2
Agenda
1. Video Industry Trend & Huawei Vision
2. TV Everywhere & Multi-screen
3. Huawei Hybrid Video Solution

How to Develop a Sustainable Video
Business
Video represents 80% of traffic
Yet only produces 1.6% of
revenue
•How to attract more customers?
•How to increase video content revenue?
•How to maximize customer lifetime value?

Finding #1: Multi-Screen User Experience – Google
Study

• Cloud
• Pipe
• Terminal
Various content
delivery channels
and service
platforms
>10M
broadband
access is
popular
Client Device get smart
and diversified
OTT
Servic
e
Platfor
m
App
Storefro
nt
Communica
tion
Yesterday：Pay TV is
stable business
Today: Pipe and
Terminal cause more
innovation
Q4/
201
1
201
7-
202
2
2.3
Mbp
s
>10
Mbps
Finding #2: One Point Access, Enjoy Cloud Services

More Smart Devices
Government &
Public Cloud
Services
Technology Savvy
Driving Change in
Business
B2B B2C
B2G
Big Data and User
Profiling
“Always On”
Personally
Connected
“On
Demand”
The lines
between
Industries are
blurring
More Data …..
More Content &
Applications
Socially
Engaged
Finding #3: Everything will be connected

Telco operator - Service Bundle
Broadband, Mobile, IPTV & TV
Everywhere
CE Vendor - User Experience
Multi-screen collaboration, Cloud/Terminal
cooperation
MSO/Satellite Operator - Service Bundle
VOD, TV Everywhere Hybrid(DVB+OTT),
extend coverage
CD
N
OTT SP - Cloud service
Public Internet
Finding #4: Fierce Competition between the 4
kinds of Video Players

Our Vision: An Unified, Open Platform is the
future
• Multi-network, multi-video
format for IPTV and OTT
• DLNA based home
network
• Open platform for TV VAS
A leading hybrid video
solution supporting
seamless interconnection in
a home network.
An open service
deployment platform for 3rd
party video applications.
• A PaaS platform with GUI tool
supporting 3rd party Video
Service
• Creative user experience
based on NLP(Nature
Language Processing) and
Internet Convergence
• Enhanced home network
supporting M2M
A carrier’s smart home
platform to mashup
vertical home services
for an unified experience.
• A open platform for the
integration of 3rd party home
service
• Seamless sharing and control
across the home network and
Internet
Unified Openness Convergence Interconnection Innovation

Agenda

Why: OTT means widen Coverage, more
Revenue
Adaptive to All Network Environment Attract user form other operator
Expend Video from TV to Multi-Screen Integrate More VAS to enhance
Stickiness
InternetIP Video Platform
IP Network
OLT HG
DSLAMONU
Http streaming
IP Video Platform
IP Network
OLT HG
DSLAMONUIPTV
RTSP
2M/8M
OTT
Adaptive Streaming
300K/500K/1M/1.5M
IPTV STB
iPad
iPhone
IPTV STB
IP Video Platform
IP Network
HG
DSLAMOTT
Adaptive Streaming
300K/500K/1M/1.5M
PC iPad
iPhone
IP Video Platform
IP Network
HG
DSLAM
OTT
Adaptive Streaming
300K/500K/1M/1.5M
PC iPad
iPhone
HG
DSLAM
PC iPad
iPhone
IP Network
IPTV
Runs on
high way
Now
OTT
adaptive to
all road
environment

Video’s Consumption Habits, OTT increasing
dramatically

Case 1: OTT & Multi-Screen to Increase
Revenue
Source: AT&T Quarterly Earnings
— 2Q 2014
2006
2012
2010
Started IPTV service
Multi-screen Experience
Triple Play:
Voice+Data+TV
Achievements
25% UP U-verse revenue increased 25% YoY
190,000 190,000 U-verse TV adds quarterly
97% Bundled 97% video users subscribe bundle service
$170+ Triple Play bundle have ARPU of >$170
Loyalty significantly strong than standalone
services
AT&T to increase ARPU and reduce churn ratio with U-verse OTT strategy

Case 2: Magyar Telekom OTT to Increase ARPU
Live
TV
VOD over
HTTP
Streaming
Internet
• Challenge of Magyar
Telekom
Keep customer base in the tight
competition
Hard to increase the ARPU
No Multi-screen solution
• Solution
DVB+OTT Unified Platform,
Smoothly Evolution
HTTP streaming over internet,
no requirement for network
• Benefits
OTT Multi-Screen increase
ARPU 9.5% , reduce churn
ration 20%
Magyar Telekom leverage content value via multi-screen to increase ARPU

Case3: TM OTT to Increase Subscriber Coverage
Video Anywhere, Any Device , expand service to low broadband user via OTT Technology
Headend
(ATEME)
BOSS (NOVA)
NMS
3rd Part VAS
Server
IPTV Edge
Node * 4
VM
CA
OTT Edge
Node * 1
Irdeto
CA
IPTV
STB
Home
GatewayHome
Gateway
OTT
STB
Browser
plug-in on
PC
iPad/
iphone
Andriod
Phone/P
ad
Unified platform
FTTX(IPTV) ADSL(O
TT)
• Challenge of TM
Over 3M ADSL subscriber has
only average 1.5-2Mbps
bandwidth, NOT able to provide
IPTV
• Solution
An Unified Platform to provide
TV service over ADSL(internet)
network through OTT (HTTP
adaptive streaming)
• Benefits
Provide TV service through OTT
technology to cover more
subscribers, increase 500K subs
in two year

Case 4: OTT Cooperation to Boost FTTX growth
720P
1080P
4K
Time
Video
Pay for
Broadband
and HD
content
Revenue
Sharing
Operator 3rd Party
OTT
4M
8M
100M
Time
Bandwidth
20M
Revenue Sharing or
Access Fees
HD/Ultra-HD Content,
bandwidth requirement
more than 5MbPS
Upgrade
bandwidth plan
Subscriber
■ Boost FTTX
penetration from
3% to
15%(>50Mbps)
1. Increase
revenue
2. Improve
branding
3. Extend user
base
Increased
ARPU
Tianjin Unicom boost high speed internet subs and user stickiness via OTT corporation
strategy

Agenda

Unified platform: IPTV+ DVB-C+ OTT/Multi-
screen
unified platform to cover multiple network and building openness
Tablet Connect TV PC
Hybrid
STBMobile
OTT
STB
IPTV
STB
Internet Managed
Network
Cable
Network
Content aggregation Social TVInternet
Application
More Content Sources
 Cloud platforms
 OTT aggregation
 Social networking
Convergent
Technologies
 Unified CDN
 MEPG-DASH supported
 Hybrid coverage
Connect
 Open APIs
 Terminal middleware
 Multi-screen apps with
Air sharing

Unified platform: Bring new video service concept
Creating more ways to watch and monetize video
Social TV connect
the social network
TV is not only used for
‘watching’
IPTV
Hybrid video (IP + DVB +
OTT/Multiscreen)
…
Personalized TV
with intelligent
recommend
platform
Multi-screen OTT
video to easy find
more content
Entertainment TV
with abundant TV
application
Cable TV

Unified CDN: Delivering IPTV&OTT service, B2B CDN,
OTT Cache
Building flexible business model and reduce the TCO,
IPTV
Cable
TV
Studio
Content
OTT
Internet
TV
Multi-
screen
Huawei unified CDN
highlight
Unified CDN: one server supporting
both IPTV and OTT including HLS/HSS,
and MPEG-DASH
High performance: up to support
30G throughput
Lower OPEX:
• Green and impact design, reduce
up to 70% power consumption
• Remotely install and maintenance
Monetizing Flexible:
• B2C -> B2B2C -> B2B -> CP/SP Rank

User experience: professional UI
design
Professional UI design: continuously innovative iFeel UI
iFeel
UI
HTML5
Professional UCD team:
50+ professional UCD engineers in EU and Headquarter
Open API/SDK for 3rd party development

H.265: High definition with half
bandwidth
• Follow the video standard is beneficial for industry
chain integration.
• H.265 compression ratio is double of H.264.
H.261
19
92
19
96
20
00
20
04
20
13
ITU-T
ITU-T&ISO/IEC
ISO/IE
C
MPEG
2/H.26
1
H.263 H.263+
H.263++
H.264
MPEG
1
MPEG4
H.26
5
Zapping time is less than 0.7s
User Experience – Redefine the Video Experience
Huawei media server: high
performance, impact and green
StreamXP 5200 : Huawei High speed Streaming
Server
• Up to 20G/12 IPTV/OTT streaming output
• Up to 22.5TB storage
Fully support MEPG-DASH
Media
ControlRTSP
HLS
HSS
DASH
TS
MP4
Media
Session
Media
Instance
Traditional TV
2-3s
~1s
~0.7
s
Common
FCC
Huawei
FCC

User experience: Pre-integrated with
industry terminals
IOS devices
• Iphone
• iPad
Windows PC
• IE
• Firefox
• Chrome
Android devices
• Android phone
• Android pad
Connected TV
• LG
• Samsung
• TCL
Others
• MAC
• Blackberry*
• XBOX*
* Under
roadmap

User experience: Enrich Content through
Automatic Content Search Engine
PC
xPad Smart
Phone
Home
Network
STB
Huawei OTT content search
Engine
Internet
Data Crawler
Data
Cleaning
Metadata
Aggregation
Metadata
Storage
open API to get the
content from internet
Huawei hybrid video
platform
Unified
Management
MEM / EPG
Value to operators
• New engagement business
model with OTT player
• Attract customer via free
internet content
• Attract customer via internet
comments

 Easy to bind several SNS account
simultaneously, and provide
unified user experience for all.
 Supporting social-based
recommendation
 Periodical notification of friends’
TV activities
 Key scenarios:
 user can share/comment/like
a program, can read
comments/ friend activities
related with a program.
 can follow a genre or staff
related with program contents.
Being connected and personalized
while watching the TV
TV Solution
Components
UMS
TV MEM
EPG Portal
Social TV Enabler
SNS GW
SNS Core
Social TV
Portal Service
Publish Content
Create account
Share/Comment
Like/Friend List
Friend Feeds
Social Recommendation
User experience: convergent social
experience

User experience: e-Shopping and online
payment
Payment
gateway
Voucher
manage
ment
system
TV VAS
manage
ment
system
Voucher
Management
Online
payment
3rd party
e-shopping
 Online payment:
 Pre-integrate with 3rd party
online payment, i.e. Paypal
and operator’s billing
system
 Voucher management
system:
 creates voucher, defines
discount.
 creates promotion code
distribution rules, e.g.,
specific content or product
 When user subscribes
content or product, system
finds the matching
promotion code and
provide it to the user
TV will be acting as a
shopping mall
Operator’s
billing
system

Different Advertisement
style to meets different
telco business
development requirement
Cooperation
with different
AD provider
for different
user group
Video
Ad
EPG Ad
 Banner
 Text adv
 Overlay Ad
 Pre-Roll ad
 Mid-Roll ad
 Post-Roll ad
 Event ad
(Pause,
FF,RW)
Basic
Advertise
ment
Premium
Advertiseme
nt
Home TV users TV Anywhere users eMBMS users
Revenue generating: Advertisement

APP Resource Pool
SD Linux
STB
Smart
STB
HD Linux STB
Open
API
Linux Apps
Video
Game
Education
Life
style
Android Apps
Video
Game
Education
Life
style
Local
Apps
International
Apps
67
400
5000
67 Apps : 28 Games; 22
Education; 16 Lifestyle; 1 Music
400 new Applications by end
2013
5000 New Education Apps under
negotiation
Recently Launched for Tianjin
Unicom IPTV & OTT Subs
Value to the customer:
• Leverage the customer base to
generate revenue
• Hosting platform fast TTM
• Open API to create ecosystem
Content/application hosting
platform
Revenue generating: TV Value-added
service

Revenue generating: Platform as
Service
BO
SS
Operation
Engineer
Maintenance
Engineer
Platform Owner’s User
digital
home
Platfor
m
Platform Owner
Tenant B’s User
Tenant
B’s IP
Network
Tenant A’s User
Content
BOSS
Operation
Engineer
Tenant A
Content
BOSS
Operation
Engineer
Tenant B
Maintenance
Engineer
Content
Platform Owner’s IP Network
• Unified Platform for
multiple operators
• Virtual and independent
operation environment
for each tenant (User,
Content, Product, Billing
and Report)
• Multi-lingual, multi-
currency, & multi-time
zone support
• Multi-layered EMS for
each tenant to control
their own edge sites
Key Features

Revenue generating: bundling with Telco
service
Cloud photo album
on TV
IM Application
Pre
sen
ce
Gr
ou
p
Mes
sag
e
SN
S
GW
SNS
Core
Po
rta
l
Social TV
Platform
Huawei
XMPP Server
CAB
(Convergent
Address Book)
App
le
APN
S
Googl
e GCM
Push Message
System
TVM
S
(TV
Mes
sage
syst
em)
Instant
message
TV Message
System
Message
Social
Message
…
Convergence with cloud, message and IMS
Instant Message on TV Video Call on TV
IP
Networ
k
IMS
core

Openness: Creating an ecosystem based
on open API
1 2 3
Huawei hybrid video platform
Content
ingestion API
EPG API SSO API
STB Vendor
Application Vendor
Huawei STB
middleware
… …
STB API4
4 types of open APIs
Industry proven open
platform
• Rank as No.1 in China telecom IPTV
group interoperability and performance
testing
• Industry proven integrated
system
Headend STBCAS
SN Year Rank
1 2012 1
2 2011 1
3 2010 1

Openness: Extensive and
comprehensive partner ecosystem
BSS/OSS
MSS
Headend
CA/DRM
CDN Center POP
STB
IP
network
Middleware
14+
BOSS Integration
practice
8+
Headend
partner
5+
IP network
integration
practice
10+
Terminal partner
300+
Content partner
6+
CA partner
… …
Content and APP

Operation efficiency: Huawei SQM enabling best
user experience
7*24 Service Quality Monitoring and Improvement
User
Visible
•One time fault isolation
ratio improve from 10% to
95%
•Reduce customer
complaints by average 8%
•Mass incidents reduce 80%
• improve content launching
test over 400%
• Quick fault isolation: from
average 7 hours to 1 hours
•Multi-dimensional quality
analysis : By
Region/Channel/Media
server/protocol
Content
Visible
Network
Visible
Service Quality Management
Service Quality System DefinitionService Quality Real-time Monitoring
Problem Boundary LocationVIP Experience Care
Service Quality Report & Trend AnalysisService Quality Improvement
STB Center HMSDSLA
M/OLT
BRAS
MQMC
IP CoreMetro
Edge HMS
External probe
HMS built-in probe
STB built-in probe
Emulation robot
PCF、TMC、ACS
TR069

Huawei Global Footprints on IP Video Solution
EU (4)
Hungar
y
MT DVB-S+OTT,
200K subs
Bulgaria Vivacom IPTV, 100K subs
Turkey Turkcell IPTV+OTT, 3M
subs
Greece Forthnet OTT, 50K subs
Africa (3)
Morocco Maroc
Teleco
m
IPTV, 150K subs
Congo Delta DTT, 50K subs
Namibia NBC DTT, 200K subs
ME(5)
UAE ET IPTV, 650K subs
Saudi
Arabia
STC DVB-S +
IPTV+OTT, 200K
subs
Qatar QTEL IPTV, 100K
subs
Saudi
Arabia
Mobil
y
IPTV, 100K
subs
Pakistan PTCL IPTV, 100K subs
China (33)
China
Telecom
Guangdong,
Zhejiang and
etc
IPTV, 14M subs
China
Unicom
Beijing,
Liaoning and
etc.
IPTV, 1M subs
China
Cable
Chongqing DVB-S+IP,
1.3M subs
……
Asia Pacific (2)
Malaysia TM IPTV, 560K
subs
Vietnam Viett
el
IPTV, 80K subs
 70+ commercial deployments;
 Unified TV of IPTV, OTT, multi-screen, hybrid DVB-S and DVB-C, Connected TVs.
 More than 40 million subs of installed capacity by the end of Dec, 2015
Latin America(3)
Columbia ETB IPTV, 100K
subs
17
countries
AM CDN
Ecuador CNT 10K subs

HISILICON SEMICONDUCTORHUAWEI TECHNOLOGIES CO., LTD. Page 34Page 34HUAWEI TECHNOLOGIES CO.,
LTD.
No.1 of IP STB market
share
Huawei’s Unified TV Solution leading NO.1 in the
incremental market
Source: infonectics
2013.3
23% of global IP STB
market
No.1 of VoD market
share
50+ deployments of
25M sub base by Oct
2013
Source: infonectics
2013.7
>35% of global VoD
market

Summary: Huawei being your best video
partner in full service life cycle
Full life-cycle
Support
1. Unified flexible platform
The foundation enabling to address
evolving market and new ecosystem for
multimedia service delivery meeting
business requirements
3. Advanced services to
enhance revenue growth
Cloud service for hosting content and
applications with an open platform
facilitating apps/TV VAS development by
3rd party on a revenue share business
model and ease of use through concept
of “iphone on the wall”.
Unified Video
Platform
Lower investment &
operating costs for Hybrid
TV & Multi-screen services
2. Close partner to achieve
rapid Customer growth
Consultancy and Managed services to
enhance effectiveness of service
promotion, provisioning, and assurance to
achieve scale quickly with fast customer
growth
2
3
1

Мультискрин-сервисы и гибридная ТВ-платформа Huawei

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