How Does a Mobile Operator Manage Video Traffic and Make Money at It?

Transcription

1 How Does a Mobile Operator Manage Video Traffic and Make Money at It? Cisco Knowledge Network Jim O Leary - joleary@cisco.com Dave Clough - dclough@cisco.com Adam Davies addavies@cisco.com Biju Date: Kachappilly June 28, bkachapp@cisco.com

2 In This CKN Session You Will Learn How To: Create new mobile service offerings, profitably Deliver Video from the Cloud Improve the customer quality of experience by working together with content providers, not against them Make your Mobile Packet Core more dynamic

3 The Opportunity is to: Reimagine the way we watch video Empower users so they can watch anytime Increase stickiness with customers Engage with customers in new ways Simplify & Automate Mobile Video Architecture

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5 Mobile is the #1 Consumer Device & Video is Driving the Next Wave of Mobility.

6 Global Mobile Data Traffic Drivers Mobile Momentum Metrics More Mobile Users Billion 5.5 Billion More Mobile Connections 7.9 Billion 11.6 Billion Faster Mobile Speeds 2.0 Mbps 6.5 Mbps More Mobile Video 55% of Traffic 75% of Traffic Source: Cisco VNI Global Mobile Data Traffic Forecast,

7 Global Mobile Video Traffic By 2020, Video Will Drive 75% of Mobile Traffic, Up from 55% in 2015 North America 77% of traffic by % CAGR Western Europe 76% of traffic by % CAGR Central & Eastern Europe 75% of traffic by % CAGR Latin America 75% of traffic by % CAGR Middle East & Africa 72% of traffic by % CAGR Asia Pacific 75% of traffic by % CAGR Source: Cisco VNI Global Mobile Data Traffic Forecast,

8 Video Evolution is Accelerating Live ( Linear) Traditional TV 1926 Tune-In or miss it Mass Audience Real-Time Buzz On Demand DVR / Streaming 1997/1999 Watch When You Wanted Disparate Audience Anytime Buzz Semi-Live YouTube 2005 Snapchat 2013 Tune-In w/in 24 hours or Miss Out Predominately Personal Audience Anytime Buzz Real Live Periscope + Facebook Live 2015/2016 Tune-In / Watch on Own Terms Mass Audience, Yet Personal Real-Time + Anytime Buzz Sources: KPCB Internet Trends June 2016, Netflix Corporate,

9 Key Elements to Transformation Network

10 Key Elements to Transformation Devices Network

11 Key Elements to Transformation Video Platform Devices Network

12 Mobile Video Transformation OTT continues to grow Global OTT video revenue forecast to increase from $26B in 2015 to $51B in 2020 Consumer habits are changing Average OTT viewer uses 6 different connected devices, 5 different content sources April 2016 Mobile traffic will be video traffic By 2020, video will represent 75% of global mobile data traffic OTT is now a premium channel for all OTT providers increasing investment in content: Netflix ($6B), Amazon ($4B), Twitter delivers NFL to build audience

13 Sponsored Data Zero Rated Video Higher Data Quota

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17 Thank-you Jim O Leary- joleary@cisco.com

18 Cloud Video for Mobile Adam Davies

19 Some numbers 2.3m $51,000,000,000 44% 8 5 $10,000,000, % 3x 26.3Bn

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21 Priorities for OTT Services Reach Launch new products and features, on all platforms, networks and devices. Engage Attract customers to your services and keep them coming back. Accelerate Be fast, really fast but without adding exponential cost. Secure Keep it safe and protect what is valuable your content and your consumer.

22 Cisco Infinite Solutions Makes Video Easy for Service Providers Security Trusted Partner #1 Video and Data Center Security $100B+ in customer revenue protected 300M+ active client devices secured Infinite Solutions Over 70 aas Customers Virtualized Video Processing Open, Validated NFV Infrastructure

23 Infinite Video: Over the Top (OTT) Video for Consumer Devices Cisco Cloud Public Cloud Cisco Infinite Video Private Cloud Maximize Your Reach and Audience Deliver all TV services directly to the consumer Huge range of consumer devices to capture widest possible audience Global customer deployment Premium and Optimized User Experience User experience optimized for all devices drives customer engagement Multiple monetization models including subscription and advertising Integrated analytics to understand and improve service performance Release and Update Quickly Provided as a service from the cloud for higher frequency updates and new releases Usage-based pricing minimizes risk and lets you decide your commitment Integrated multi-device DRM ensures content and service protection from day one

24 Infinite Video Full Feature Set Apps Rich, native, automated, 10 platforms Fully Native Apps Monthly App Updates SSO / Adobe Pass / Akamai IS Apple TV Roku Fire TV Android TV Xbox 360, Xbox One Sony PS3, PS4 Samsung Smart TV Favorites Facebook Share iphone, ipad Android Phones & Tablets Spotlight Carousel TV, Movie, Magazine Channels Rate Content Real Time Analytics Search Episodic Content Subtitles (multiple languages) EPG for Linear Wide range of devices including mobile specific Management VOD, linear, EPG, Encoding, DRM, multi CDN Multi Format Metadata Ingest Pause / Resume across devices 1080p HD Adaptive Bit Rate HTTP Live Streaming HTTP Smooth Streaming Live Always On Live Events Live as well as Live Playlist VoD support Multi CDN Streaming Widevine, Fairplay PlayReady, VG-DRM MRSS VOD Sync EPG XML Sync Geo Filtering Content Hierarchy Category Ordering Editorial Control Most Recent Most Watched Music Streaming Content Origination Monetization Authentication, entitlements in app billing, ads Access from multiple devices In App Subscriptions Day Pass Pay per View Network Fill Banner Advertising Single Sign Up itunes Billing Amazon Billing Multiple billing options Roku Billing Google Billing Pay on any platform Multiple SKUs Custom Billing Customize Upgrade Screen Variable Trial Duration Real time Commerce Analytics Authenticated Entitlements SP Billing Interfaces Tiered Subscriptions Video Ad Mediation Service VAST, VMAP Advertising

25 Analytics Transforming Insight to Impact Customer insight is critical to creating and maintaining engagement Analytics capability is provided as part of the core services, including: Relevant and contextual content for personalisation Advertising trading Identifying potential churn candidates Video quality of service Security and business threats Content rights negotiation and promotion

26 Implementation Examples Introduce New Service Greenfield, no services in market Implement using template driven approach Monitor, analyse and iterate to new devices Add new features across all devices Extend Existing Service Identify devices missing from current portfolio Use device templates for fast delivery Iterate service to add new features Use SDK to enhance existing applications Deliver Premium Service Implement with Cisco Infinite User Experience Deliver live and on-demand Premium TV services Branded Infinite UX Provide personalisation features Deliver in 2 4 weeks Deliver in 2 4 weeks Deliver in 8 12 weeks

27 How Cisco Infinite Video Can Benefit Mobile Operators Let Cisco manage your technology while you manage your business Focus on content partnerships and targeted offers to users Launch mobile video service across multiple devices quickly - Securely Sign-up to delivery in just weeks for an accelerated launch Flexible pricing - consumption based pay as you grow Understand video viewing behavior across devices, and between LTE and Wi-Fi Interactive advertising capability and brand relationships

28 Thank-you Adam Davies

29 Enhanced Video Experience with Deep Packet Inspection (DPI)/Application Detection Control (ADC) Biju Kachappilly - bkachapp@cisco.com

30 Mobile Operator Video Opportunity Cisco Cloud Cisco Evolved Packet Core Public Cloud Cisco Infinite Video Private Cloud Mobile OTT Video Services Cisco in the Evolved Packet Core Industry leader in custom hardware and virtualized platforms Meets demands of operators high growth in data traffic High network availability and throughput Accelerates service delivery to new and existing markets

31 Mobile Operator Video Opportunity Cisco ADC Cisco Cloud Cisco Evolved Packet Core Public Cloud Cisco Infinite Video Private Cloud Mobile OTT Video Services Enhancing Subscriber Experiences Video Traffic is classified and can be redirected for Optimization Mobile Operator can apply Policies to video, e.g., zero-rate

32 Application Detection and Control (ADC) How do operators differentiate themselves: Ø Ø Packaged promotions to allow zero-rating or better user experience of certain types of traffic such as music or video enabling B2B opportunities or subscriber growth Business Intelligence Monetization Cisco Solution - ADC Co-development with Service Providers;; 3-way collaboration: content providers (Netflix, Hulu, FB etc), Cisco & Operators applications/protocols supported Frequent dynamic plugin releases, with In-service upgrade

33 Video Streaming Package Orb Slingbox Ppstream Qqlive Zattoo Sopcast Pplive Tvants Uusee IPTv Funshion Octoshape Rmstream Veohtv Wmstream Quicktime Netflix Iplayer Avi Soribada Ustream Svtplay Kuro YouTube Baidumovie Monkey3 Youku Hls HBO- Go Slingtv Vessel Feidian Tvuplayer Kugou Hulu Video Sharing Sites Video on Demand TV Streaming SlingBox, Dish Anywhere, HBO-Go, HBO-Now

34 Video Use cases Free-Rate Video Traffic to attract more subscribers Throttle Traffic to SD Quality and save on network infrastructure HD streaming is really wastage of bandwidth on Small Screen. SD viewing experience is as good Analyze Traffic Composition of your network and launch plans which suite your customers

35 Thank-you Biju Kachappilly - bkachapp@cisco.com

36 Automation and Life Cycle Management Getting the Speed Dave Clough

37 Drivers for Automation From Network Complexity to Simplicity and Automation Implementation time can be considerable Often times new features and capabilities can take 6 months to implement High cost to implement and try new ideas. Massive complexity of implementations limits marketing teams ability to easily try or modify offerings and capabilities.

38 Drivers for Automation From Network Complexity to Simplicity and Automation Normal Process Plan It Design It Where Can We Put It? Procure It Install It Configure It Secure It Is It Ready? Manual

39 Drivers for Automation From Network Complexity to Simplicity and Automation From Months to Minutes Plan It Design It Is It Automated Ready? Self-Service On-Demand Service Oriented Self-Service Automated Provisioning Scalability

40 Drivers for Automation Rapid network wide change capability Today Implementation time can be considerable Often times new features and capabilities can take 6 months to implement One at a time traditional Many at a time with Cisco Automation Allows faster changes to the infrastructure to take advantage of new offerings and customization of new offerings.

41 Thank-you Dave Clough - dclough@cisco.com

42 In Summary You Now Know How To: ü Create new mobile service offerings profitably ü Deliver Video from the Cloud ü Improve the customer quality of experience by working together with content providers, not against them ü Make your Mobile Packet Core more dynamic

43 Thank-you and to Learn More: Cisco Website cisco.com/go/mobile

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