Medianet for Cable Operators. Transitioning Service Providers to Experience Providers

Transcription

1 Medianet for Cable Operators Transitioning Service Providers to Experience Providers 1

2 Driving the Technology Revolution 1 Delivery Technology Revolution 2 3 Fiber Deep All Digital Video IP Convergence / IPTV The Future Video Experience Personalized Video: DVR, VOD, Time-Shift Infinite Content (HD, Internet Video, 3-Screen) Advanced Advertising & Targeting Virgin Media Group 2007 Cisco Systems, Inc. All rights reserved. 2

3 Cable Market Transitions: Cisco Leading the Way Next 5? Years 2005 Present Triple Play and the Bandwidth Crunch Market leaders in DOCSIS, voice, HD DVR, & BW optimization IP Convergence First video-optimized networks & routing platforms Digital Video & 2-Way Services 2000 First HD video system & HFC market share leader 3

4 Cisco: 5 Years Ago Business Services ISR Router Digital Voice & High Speed Data CMTS Connected Home IP & Optical Transport GSR 7300 Series Cable Modems ONS Optical ONS Optical 4

5 Cisco Today E2E Transformation Built on IP and Video Expertise Video Services IP Video VoD CDS Internet Streamers CDS TV Streamers CDS Content Acquirer CDS Vault CMTS QAM/RFGW HFC Business Services ISR Router SDV Encoders / Groomers SDV Server Optical Nodes Network Based Services Digital Voice & High Speed Data BTS (Voice) CMTS QAM/RFGW Amplifiers Connected Home IP & Optical Transport CRS & ASR9k Cable Modems & EMTAs ONS Optical ONS Optical Optics QAM / IP STBs Gateways 5

6 Video 3.0: What s Next? Today Table Stakes 1-2 Years Growth Opportunities 3-5 Years Video 3.0 IP NGN Network Triple Play Bundling Application Velocity Advanced Advertising Small Businesses Wireless Convergence Connected Life My Video High - Definition Symmetrical Anywhere Consumer ~ Enterprise 6

7 Traditional MPEG Video and Internet Video Growing Rapidly PB/month 14,000 7,000 Broadcast IPTV VOD Cable IP VOD Cable VOD PB/month 20,000 10,000 Internet Video to TV Internet Video to PC VoIP Video Communications Gaming P2P Web/Data Source: VNI forecast Source: VNI forecast VOD traffic will be over 13 exabytes in 2012, over 12X % of digital TV households will be HD in 2012, up from 34% in 2007 Internet Video is driving bandwidth at 41% CAGR. By 2012, 90% of internet traffic to be video 7

8 Introducing Medianets - Media Optimized Networks Media Aware Personal Network Aware Social Interactive End Point Aware C Cisco Systems, Inc. All rights reserved. 8

9 Cable Medianet Enhances Cisco IP NGN on all Three Layers Applications Telepresence Digital Voice Multi-screen Broadcast & VoD Tru2way / EBIF Middleware/SDP Headend Core Aggregation Ultra High Speed Data Business Video Media Delivery & Control Adv Ad Engine CDS Data Center Network Layer Edge CPE Internet Video Connected Home Mobile & More DOCSIS Mgmt Bandwidth Mgmt SCE / PCMM Hybrid Fiber Coax DOCSIS 3.0 / DPON 9

10 Medianet Technology Accelerating Cable Transition to Experience Provider Transforming Consumer Experience Media Aware IP NGN Virtualization Monetization Differentiate End User Experience Ensure End User Experience Manage Complexity and Scale New Revenue Streams medianet 10

11 Transforming the End User Experience: Unrestricted by Time, Space, or Device Web 2.0 Personal Broadcast & More Social Rich Media Consumer Experiences More Visual, More Social, More Personal 11

12 Interactive TV Catch-up TV Multi-screen Delivery Personal Channels Transforming End User Experience Tru2way medianet Technologies Delivered by Multi-format Internet Streaming Differentiate End User Experience VoD TelePresence User Generated Content Web 2.0 Integration Advanced Advertising DVR & Network PVR Personal Social Interactive 12

13 Video Assurance & Monitoring Guaranteed QoS with PCMM Lossless IP Core Cable IPTV Visual Quality Experience (VQE) Ensure Quality of Experience Scale the Experience DOCSIS 3.0 Fast Headend Failure Recovery Compact grooming and splicing Internet Video Streaming Media Aware IP NGN Ensure End User Experience Bandwidth Optimization Wire-rate Unicast & Multicast in IP Network Content the edge C Cisco Systems, Inc. All rights reserved. 13

14 Cable Bandwidth Strategy Optimizing Bandwidth to Enable New Services Cisco s Bandwidth Solutions : Many Alternatives for Meeting the Needs of Diverse Cable Systems Node Split Narrowcasting to Smaller Service Group Creating Ample Bandwidth For HD 1 GHz Upgrade Bandwidth Expansion DPON Expansion in Cable Enabling FTTH Access Packing 50% More Efficiency MPEG4 H.264 Bandwidth Optimization Migration To Digital Analog Reclamation Road to 200 HD Chnls Unlimited Long Tail Content SDV IP Video / IPTV Leveraging VBR To Pack in More Video 14

15 OpEx and CapEx Reduction: Cisco DOCSIS 3.0 Delivers 13x Bandwidth at 1/5 Cost 100% % Cost per DS Cost per Downstream 80% 70% 60% 50% 40% 30% 2007: Reduce costs with DOCSIS 3.0 deployment Lowest Cost per Downstream in : Another Cost Reduction with density increases DS Mbps/RU DS Mbps/RU 20% % % 20 16C 28U 5x20 5x20+ 2 SPA 5x20+ 6 SPA 20x20 20x20+ 6 SPA 3G40 0 Cisco drove a 45% reduction in bandwidth cost in 2007, with an additional 41% reduction in 2008 C Cisco Systems, Inc. All rights reserved. 15

16 Service and Infrastructure Virtualization Enabling any content, anywhere, on any device Infrastructure Virtualization Service Virtualization Flexible Infrastructure agnostic to network design Flexible Services agnostic to end user location and device C Cisco Systems, Inc. All rights reserved. 16

17 Infrastructure Virtualization: Virtual Video Infrastructure Ingest Once Deploy Caching Nodes Distribute at Edge Grow VoD, HD, Long Tail Content Exponentially Integrated Online, UGC and TV Content Streamline Operations Scale Nationwide Accelerate Service Velocity C Cisco Systems, Inc. All rights reserved. 17

18 Evolution of Service Virtualization in Cable Service Flexibility Enabled by Technology Stage 1: Service Siloes Siloed Network Stage 2: Network Convergence Enabler: IP Transport Converged Network Stage 3: Service Virtualization Enablers: Tru2way, IP, VVI, SDV Location & Device Independence C Cisco Systems, Inc. All rights reserved. 18

19 Medianet Monetization ARPU Growth Through Entire Spectrum of Digital Services ARPU Composition Digital Voice HD, XoD, Interactive High Speed Data Digital Tiers EMTAs VoD, DVR, HD Encoder, BW Opt. DOCSIS, IP, and Optical DOCSIS solution integration and rapid fulfillment for faster rollouts Video services combined strengths of network and connected home technologies all bandwidth optimized, and with path to IPTV services DOCSIS 3.0 scales up bandwidth and reduces cost through a video-optimized IP and optical network Basic Cable (Analog or Digital) Groom, Splice Process Full suite of best-in-class headend video encoding and processing solutions Head-end and Set-Tops 25 years of digital Video leadership C Cisco Systems, Inc. All rights reserved. 19

20 Delivering the Connected Life at Home Headend / Hub Internet Ad System Chooses Ad VoD for Older Affluent Male Demographic CDS Vault Internet Video DOCSIS 3.0 CDS Content Acquirer TV Streamer Internet Streamer Bond up to 8 channels Deliver up to 300 Mbps Data VoD Selection Request DOCSIS 3.0 modem and Gateway Older, Affluent Male VoD Selection Request BTS ubr CMTS Linear Video DNCS H.264 Encoders Switched Digital Video Advanced Set-Top Box PC Enhanced Triple-Play Services VoD & Start Over DOCSIS 3.0 Advanced Advertising (VoD) Benefits Enables Drive new new traditional monetization high-bandwidth VoD opportunities a video new generation services, for both like new of TelePresence, services and existing business services (e.g., internet through services, services) ad and insertion ultra a single HSD into on-demand flexible system programming Provides Reduce Leverages churn independent ad insertion through scaling DOCSIS protocol of standards 3.0 storage while and increasing (SCTE streaming 30, 35, delivers and 130) DOCSIS to OpEx integrate and 1.x/2.0 CapEx easily efficiency savings with any infrastructure C Cisco Systems, Inc. All rights reserved. 20

21 Delivering the Connected Life at Home Headend / Hub Internet VoD CDS Vault TV Streamer Play Internet Video CDS Content Acquirer Internet Streamer DOCSIS 3.0 modem and Gateway Data Linear Video DNCS BTS H.264 Encoders ubr CMTS Switched Digital Video Record Advanced Set-Top Box Personal Music Content Sharing Sharing PC Media Enabled Home HD Whole Home DVR Music Sharing Personal Content Sharing Benefits Centralizes Personal Enables content network sharing storage, between goes while beyond set-tops, enabling video PCs, standard to music mobile non-dvr and phones, other set-tops media and other to access IP connected DVR services devices Share music between music players, phones, PCs, and living room Reduces Leverages entertainment CapEx open system standards requirements (e.g., and DLNA) simplifies -- maximizing service interoperatability and ease-of-use C Cisco Systems, Inc. All rights reserved. 21

22 Delivering the Connected Life at Home Headend / Hub Internet VoD CDS Vault TV Streamer Resume Watch Online Videos Internet Video CDS Content Acquirer Internet Streamer DOCSIS 3.0 modem and Gateway Data BTS ubr CMTS Pause Linear Video DNCS H.264 Encoders Switched Digital Video Advanced Set-Top Box PC Virtualization & Mobility DVR to PC/Mobile Online Video N-screen Session Shifting Benefits Share Provides Enables DVR users a single content to "pause" seamless not just a video experience inside on the one home, that device, includes but also and both "resume" "on the traditional road" from video a different services device and and new location internet services on a single device Enable access to content & services wherever, in any location, Solution Automatically and on any automatically device adapts to manages appropriate metadata codec and transcodes video bitratecontent for the receiving based to meet devicethe needs of the end user device C Cisco Systems, Inc. All rights reserved. 22

23 SP medianet Infrastructure Virtualized Content Store Ad Insertion Management IPTV Multicast Replication CONNECTED HOME BHR DATA CENTER VAULT DISTRIBUTION VQE EDGE MOBILE CORE PATH Ad Mgmt Content Streamer PDN-GW Asset Mgr INGEST Content Cache Virtual Content VIDEO HEADEND EDGE ENTERPRISE medianet Multi-Source Content Ingest Media Encoding Adaptation Content Cache Pre-positioning Multi-Format Content Streaming Video Quality Experience Server Mobile IP Connectivity Enterprise Content Services 23

24 Cable Market Transitions: Cisco Leading the Way Next 5 Years Medianet Full suite of HD & DVR set-tops, IP gateways, & intelligent network devices to deliver the Connected Life at Home 2005 Present Triple Play and the Bandwidth Crunch Market leaders in DOCSIS, voice, HD DVR, & BW optimization IP Convergence First video-optimized networks & routing platforms Digital Video & 2-Way Services 2000 First HD video system & HFC market share leader 24

25 C Cisco Systems, Inc. All rights reserved. 25