Virtualized Video Processing: Video Infrastructure Transformation Yoav Schreiber, Product Marketing Manager, Service Provider Video BRKSPV-1112

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2 Toonces LOOK OUT!

3 Virtualized Video Processing: Video Infrastructure Transformation Yoav Schreiber, Product Marketing Manager, Service Provider Video BRKSPV-1112

4 Agenda Video Industry Evolution and Challenges Technology Transitions and Cisco Open Network for Service Providers New Approaches with Virtualized Video Processing Case Study: Converged Media Pipeline Demonstration: Flexible Headend Orchestration Conclusion

5 Video Industry Evolution and Challenges

6 Industry Transformation Architecture Transformation Industry Transformation Business Transformation Scale and Scope Agility and Velocity Money Making Experiences Cloud First Architecture Transformation Cloud Infrastructure Workflow Orchestration Open Source Agile + DevOps

7 Business Priorities for Content and Service Providers Monetize Automate Optimize Applications on Demand Rapidly introduce compelling new experiences Capture new market opportunities Fast and Flexible Rapidly support multiple video workflows to deliver new services Reduce infrastructure and service management complexity Converged and Elastic Increase scale and scope to support new resolutions and services Improve infrastructure utilization

8 Today s Problems Limited Service Velocity Video Cloud DVR c VOD Broadband Services Routing Services Manual, Complex Underutilized CapEx Compute Network Storage

9 Growth Index (2010=100) Leaving Money on the Table SP Profitability vs. Global IP Traffic Growth Value Opportunity Global IP traffic evolution Revenue EBITDA Source: Cisco Analysis of S&P Capital IQ. Revenue and EBITDA data is based on figures from GSP s 71 Transformational Service Providers from around the world, and on the Cisco Visual Networking Index,

10 Sports Broadcast Meets OTT Streaming ESPN - $100m Univision - $325m ( ) Fox - $425m (2018 and 2022) 6 second highlights Viral clips 1.5 Billion Vine loops played daily OTT broadcasting Takedown requests Lost advertising opportunity Missed audience engagement

11 Commercial Opportunity? Google agreement with NFL NFL highlight clips appear in Google and YouTube searches Revenue share for ad sales against clips and searches Viewers directed to NFL sites

12 Technology Transitions: Cisco Open Network for Service Providers

13 Technology Evolution Software-Defined Networking (SDN) Abstracting to Better Application and Network Interaction Open Source Network Functions Virtualization (NFV) Transforming Network Architectures and Operations SDN NFV Open Source, Open APIs Promoting Faster Innovation and Wide Participation Elements of Agile, Dynamic Networks

14 Benefit to Adding SDN, NFV: Agility Greater agility in adaptive to services Faster innovation Development of new business models Increased network supplier choice Greater participation in Greater outsourcing of network Great insourcing of software Source: Heavy Reading % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15 Openstack Manages Infrastructure as a Cloud Service Configuration Runtimes Security Applications Databases Servers Virtualization Networking Storage Self-service provisioning and scaling of virtual machines through software API

16 Cisco s Open Architecture for Service Providers Applications Business Services Mobility Video Consumer Service Broker Evolved Services Platform Service Profile Orchestration Engine Catalog of Virtual Functions Evolved Programmable Network Compute Storage Network

17 Virtualization for Service Providers See session PSOSPG-1004 for more information

18 Cisco Open Network Architecture for Video On-Demand Software Based Video Cloud DVR c VOD Broadband Services Routing Services Automated Orchestration Capture xcode Splice Route Virtual Network Functions Orchestration Encrypt Ad Insert Package Playout Virtual Network Functions Programmable Elastic & Scalable Compute Storage Network

19 Virtualized Video Processing Video Function Automation and Orchestration

20 Yesterday s Video Data Plane Live Encode Encrypt Ad Splice Playout Cisco Confidential 20

21 Explosion of Video Data Plane Workflows Live Transcode Encrypts Ad Splices Playout Live to VOD Transcode Capture Encrypts Ad Splices Playout Live IOS VOD to VOD Transcode Capture Encrypts Ad Splices Packaging Playout cdvr Live IOS VOD to VOD Transcode Capture Encrypts Ad Splices Packaging Playout Cisco Confidential 21

22 Cisco s Open Network for the Video Data Plane Appliances Virtual and Cloud Live Live to VOD IOS VOD cdvr Live Live to VOD xcode xcode Capture Encrypt Encrypt Ad Splice Playout Playout Applications xcode Capture Encrypt IOS VOD cdvr xcode xcode Capture Capture Encrypt Encrypt Ad Splice Playout Playout Orchestration Orchestration Ad Splice xcode Playout Virtual Functions Infrastructure Compute Storage Network

23 Virtualized Video Processing and Orchestration Virtual and Cloud Live Live to VOD IOS VOD cdvr Common orchestration for all services Programmable and extensible via APIs Applications Orchestration Orchestration xcode Capture Encrypt Ad Splice xcode Playout Virtual Functions Modular and multivendor Elastic and scalable Infrastructure Compute Storage Network Converged and shared resources Hybrid infrastructure

24 Orchestrating Virtualized Video Functions Live Transcode Live to VOD IOS VOD Workflow Orchestration cdvr Record Store Package Deliver Well defined foundational functions Functions built as software centric components Standardized data formats and interface between functions Workflows connect functions to form a media pipeline Each pipeline addresses a media service (i.e., live, VOD, Cloud DVR)

25 Scaling Virtualized Video Applications Transcode Record Store Package Deliver Transcode Record Store Package Deliver Transcode Record Store Package Deliver Nodes performing a given function are bound together in a logical Application Container Application containers can scale independently and elastically based on demand Compute Storage Network Infrastructure nodes can be virtual machines, physical appliances or any other form of compute unit ( e.g. a Linux container ) Compute Storage Network Compute Storage Network Functions can be implemented as distributed applications

26 Chaining Video Workflows Live Transcode Publish Policy Storage Policy Live to VOD DRM Policy IOS VOD Channel Policy Workflow Orchestration cdvr Asset Policy Advertising Policy Record Store Package Deliver Workflow Orchestration: Defines the arrangement of application containers within the media pipeline Applies different policies to the content as it is processed by the virtualized functions Guides the flow of content through the application containers and the associated video processing functions

27 Workflow Chaining in Action: Cloud DVR IOS VOD Live Live to VOD cdvr Applications OpenStack SDN Orchestration Virtual Functions Orchestration Transcode Capture Encrypts Ad Splices Packaging Playout Transcode Capture Ad Splices Encrypts Infrastructure Packaging Playout

28 Business Transformation with Cisco Virtualized Video Processing Improve CAPEX utilization of resources Dynamically and elastically scale according to business needs Accelerate the creation and transformation of video assets Reduce human factor in configuration changes Ensure premium services get highest level of resiliency Visibility into capacity utilization Usage Based Billing

29 Case Study

30 Converged Media Pipeline Case Study Major South American content provider approached Cisco with a request to converge their highly fragmented content pipeline into a next generation pipeline running in a Media Data Center Cisco has engaged to move the following services to a converged, modular and programmable media pipeline: Time-Shift TV (Live to VOD and C3) Classic VOD Second Screen (OTT and Direct 2 Consumer)

31 Customer Case Study Current Architecture Fragmented, Largely Single-Purpose Pipelines B2B Partners MSOs OTT & D2C Services EPG & Content Metadata CMS Time-Shift Manager Publisher EPG and Metadata L-VOD & C3 SDI Contribution Encoder Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 AVC B2B NAS Mpeg2 AVC Distribution File Transfer Classic VOD SDI VOD Publish Server Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 AVC OTT & D2C Mezz ATS Transcoder ATS OTT NAS ATS Origin OTT CDN

32 VOD Content Providers OTT & D2C Services B2B Partners Broadcast Content Automation Target Converged Architecture EPG & Content Metadata CMS Orchestration Controller Time-Shift Manager Publisher C3 LVOD VOD OTT EPG and Metadata Live SDI Contribution Encoder Linear Encoders Capture Engines Distribution B2B / Broadcast VOD SDI Encoding Pool VOD Encoder JITP & Origin Server OTT / ABR OTT CDN Private Media Data Center Compute Pool Media Object Store Network Pool

33 Phase 1: Time-shift & C3 Broadcast Content Automation B2B Partners B2B Partners OTT & D2C Services EPG & Content Metadata CMS Orchestration Controller Time-Shift Manager Publisher C3 LVOD EPG and Metadata Live SDI Contribution Encoder Live Mezz Cisco Linear Encoders Live mpeg2, AVC Capture Engines Distribution LVOD, C3 & VOD Asset mpeg2, AVC Encoding Pool Live Gen C3 Asset Private Media Data Center Compute Pool NAS Storage System Network Pool L-VOD & C3 SDI Contribution Encoder Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 AVC B2B NAS Mpeg2 AVC Distribution Classic VOD SDI VOD Publish Server Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 / AVC OTT & D2C Mezz ATS Transcoder ATS OTT NAS ATS OTT Origin OTT CDN

34 Phase 2: Add VOD VOD Content Providers Broadcast Content Automation B2B Partners B2B Partners OTT & D2C Services EPG & Content Metadata CMS Orchestration Controller Time-Shift Manager Publisher C3 LVOD VOD EPG and Metadata Live SDI Contribution Encoder Live Mezz Cisco Linear Encoders Live mpeg2, AVC Capture Engines Distribution LVOD, C3 & VOD Asset mpeg2, AVC VOD SDI Encoding Pool 3 rd Party VOD Encoder VOD mpeg2, AVC Live Gen C3 Asset Private Media Data Center Compute Pool Media Object Store Network Pool L-VOD & C3 SDI Contribution Encoder Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 AVC B2B NAS Mpeg2 AVC Distribution Classic VOD SDI VOD Publish Server Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 / AVC OTT & D2C Mezz ATS Transcoder ATS OTT NAS ATS OTT Origin OTT CDN

35 Phase 3: Time-shift, VOD and OTT/D2C Convergence VOD Content Providers Broadcast Content Automation B2B Partners OTT & D2C Services B2B Partners OTT & D2C Services EPG & Content Metadata CMS Orchestration Controller Time-Shift Manager Publisher C3 LVOD VOD OTT EPG and Metadata Live SDI Contribution Encoder Live Mezz Cisco Linear Encoders Live mpeg2, AVC, ATS Capture Engines Distribution LVOD, C3 & VOD Asset mpeg2, AVC VOD SDI Encoding Pool 3 rd Party VOD Encoder VOD mpeg2, AVC, ATS Live Gen C3 Asset JITP & Origin Server ABR OTT CDN Private Media Data Center Compute Pool Media Object Store Network Pool L-VOD & C3 SDI Contribution Encoder Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 AVC B2B NAS Mpeg2 AVC Distribution Classic VOD SDI VOD Publish Server Mezz Mezz NAS Mezz VOD Transcoder Mpeg2 / AVC OTT & D2C Mezz ATS Transcoder ATS OTT NAS ATS OTT Origin OTT CDN

36 Demonstration

37 Video Headend Workload Migration Scaling Across Hybrid Resource Pools Evolve to software resources at your own pace, without hard cut over Free up hardware resources for high value video events by migrating existing workloads to software Take advantage of new functionality in software by migrating existing services Introduce new services in software and migrate to hardware as they mature Achieve resiliency in software

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56 Takeaways Transition to the cloud is happening, but gradual support for hybrid infrastructure is critical Programmable and extensible applications that can be repurposed across many use cases and workflows Video optimized cloud compute, network, storage shared resources support multiple workflows Cloud orchestration across end-to-end workflows to fully enable business agility 56

57 Benefits Business Agility Agility Accelerate time to revenue Operational Simplicity Cost Reduction Optimization Reduce effort from days and weeks to minutes Savings Maximize CAPEX utilization

58 Cisco Open Network Architecture for Video On-Demand Software Based Video Cloud DVR c VOD Broadband Services Routing Services Automated Orchestration Capture xcode Splice Route Virtual Network Functions Orchestration Encrypt Ad Insert Package Playout Virtual Network Functions Programmable Elastic & Scalable Compute Storage Network

59 Thank you

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63 Virtualization for Service Providers See session PSOSPG-1004 for more information

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