Download Internet Based Video

Building Networks for Delivering IPTV
David Boland,
Sr. Manager, Next Generation Solutions
We will cover…….. (maybe not in this order)
 Do you know where the video content is coming from??

This will drive your business case
 Where are your IPTV subscribers coming from????

If you know where content is located and where your target market
is, you should know how to architect your network
 “IPTV” versus “TV-over-IP”…there is a difference


Which do your subscribers want???..... $$$$$
Lay the groundwork for interactive applications
 “Triple Play” or “Tricky Play”….. Things to watch out for as
you design your network

Decisions made today will affect $$$ tomorrow… watch out for the
“gotcha”
There are Multiple
Sources of Broadband Video
3
1
High-Speed Internet
Internet Based Video
Subscription Models, Movie Down Load sites,
Indy Film distribution, Video Communities of
Interest, Webcasts and Trailers
2
Broadcast TV
National outlets, local stations,
‘basic cable’
Video
Head-end
Office
2 of these
Video on Demand
Video
Hub
Office
Latest movie releases, Movie/Syndication
Libraries, PVR / Time shifted TV
Customer
VLAN
Video/Hub
Serving
Office
10’s of these
Policy Manager
100+ of these (local content and advertising)
Internet Video
Broadcast
TV
VoD
Cost effectively delivering IPTV content from multiple
sources over common infrastructure while ensuring QoE is
a significant challenge
Broadcast TV
NBC, ABC, CBS, FOX, local stations
Basic Cable: Disney, ESPN, FX, Animal Channel’
Broadcast TV:
Table Stakes Services
PIM
3. IGMP Processed
100’s of channels
2. IGMP
Snooping
10’s of channels
Broadcast
TV
1. IGMP
(PPPoE or IPoE)
No Cost / Low Cost Loss Leader
for certain Telco’s, depending on
business model, competitive
landscape, marketing strategy
Video on Demand:
Premium Service, Premium Pricing
Greatest Customer Interest:
• Lifestyle….. Personalized content
Video
Head-end
Office
• Greatest $$$$ Generation Opportunities
• “Long Tail” programming for free…..
• New releases and classics = $$$
• PVR = $$$
Customer
VLAN
• “Long Tail” Programs
• Classic libraries
Video/Hub
Serving
Office
Policy Manager
• Latest releases
• Top 100
VoD
1. Unicast request
Video on Demand
Latest movie releases: MGM, SONY, Paramount
Movie Library: classics, comedies, westerns
Syndication Library: Seinfeld, Gilligan's Island
Personal Video recording and Time shifted TV
Guaranteeing QoE for Premium VoD
services
Justifying $$$ for VoD and PVR……
Video
Head-end
Office
Video/Hub
Serving
Office
Policy Manager
VoD
1, Subscriber requests Movie
2, Request User Authorization
3, Activate Service Request
Plug-In ID, Address, BW, Port, Etc.
4, Confirm Network Resources
5, Enforce BW/QoS
6, Authorization Granted
7, Movie Streamed at Guaranteed
Service Level
Internet Based Video:
Risks and Rewards
Internet Based Content
Subscription: Akimbo, DaveTV, Brightcove
Movie Down Load: MovieLink, CinemaNow, Starz,
Encore, RealMovies
Indy Films: Atomfilms, iFilm, TriggerStreet
Communities of Interest:, video chat, video Blogs
Free webcasts: AOL, BBC
Video iPod – ABC & Disney
Customer
VLAN
Internet Video
Video
Head-end
Office
Video/Hub
Serving
Office
Video
Hub
Office
Policy Manager
Internet Based Video is growing but,
• Where is the service provider $$
• Big pipes - little value add for service providers
• Off network issues – security, download viruses, worms
• Zero advertising revenue opportunities
• Increasingly users streaming video content from websites
But…………
High Speed Internet customers
are the IPTV target market!!
 The provider that wins the High Speed Broadband customer
today… will have the IPTV customer of tomorrow.
 Call Center activity required to “up sell” HSI customers


Millions on line already… viewing movie trailers, jokes, animation,
bloopers, sports highlights, adult content, etc..
50% + of video content can come from the Internet
Network Architecture is Critical
 A single converged network for
all services
 Common Service Delivery Point
(SDP) provides ability to share
resources
 Auto Provisioning – zero touch
too add new services
 Simplifies Access aggregation
by centralizing complex tasks
Internet
 Provides foundation for
Port
interactive services
IPTV
VoD
High-speed Internet
Broadcast
video
Video
On Demand
Bandwidth:
Where its Needed, When its Needed
Upon IPTV activation –
Broadband Services
Router adjusts BW to
ensure
IPTV
Before
IPTV
is QoE,
turned
allocatedfully
onData
– bandwidth
remaining
bandwidth
allocated
to Data/Voice
Video
Head-end
Office
Video/Hub
Serving
Office
Video
Hub
Office
VOIP
IP Video
Data
Policy Manager
Internet Port
IPTV
VoIP
Customer VLAN shaped to 10Mbps service
Subscriber Benefits
• Full access to all available bandwidth
• QoS for all services
Provider Benefits:
• Eliminates need to statically partition bandwidth per service
• Minimizes planning and provisioning associated with rollout of IPTV
Alternative Architectures Fail
Because…..

Multiple Service Delivery points prevents
bandwidth reallocation between services

Using a VLAN/VC per service prevents
resource sharing

Complex/Static provisioning on
a per-service basis = Big OPEX $$


High-speed Internet
Broadcast
video
What happens when there is a
shift to HDTV?
Migration to interactivity?
Internet
Port
IPTV
VoD
Video
On Demand
A “Multi-edge” network is
actually separate overlays ………
New Service = New Overlay
Things to watch out for……
• The “multi-edge” network architecture
• Increases OPEX
•Prevents the migration to interactive services
• VPLS rings in the access network
• Efficient at losing $$ w/ VoD/Unicast
• Distributing the intelligence to close to the edge
• Increases OPEX
• The need for an aggregation layer???
•Do away with it as much as possible
• Don’t down play the importance of PPP (versus DHCP)
•Security for subscribers and from subscribers
• High Speed Internet should not be down-played
•This is where the IPTV customers will come from
Summary……… IPTV Design
Philosophy
 IPTV content comes from three sources

Design the infrastructure to provide IPTV QoE, independent of source—
avoid costly overlay /parallel delivery networks
 Broadcast TV is one element of Triple Play service

Build an intelligent network to handle all traffic types: v/v/d
 Deliver high capacity, standards based infrastructure

Today's HSI consumer is tomorrows IPTV/Triple Play consumer
 “Triple Play” versus “Tricky Play”

How you design your network will dictate the services offered and the
migration to interactivity ……and could cost big $$$ in the long run
Thank you !