Download Next Gen. Video On Demand Solutions

Content Delivery System
for Personalized Video
Networks
November 9, 2006
Video & Content Networking Business Unit
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
1
The Need for a Video 2.0-Ready Network
Traditional Sources
Community Sources
VIDBLOGS.com
Video 1.0
Video 2.0
 “Browse” based
 “Search” based
 Fixed and limited content
 Unlimited content
 1-way broadcast
 Interactive / On Demand
 Single device
 Multiple devices
 One size fits all
 Personalized
 Predictable usage patterns
 Rapidly varying usage patterns
Video 2.0 is a Consumer Driven Experience:
What They Want. When They Want It. Where They Want It. How They Want It.
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
2
Servicing the Empowered Consumer
 Consumers are increasingly demanding content on their
terms – any content, any time, any device, any place
 Service providers are evolving into “experience
providers”
Challenged to provide subscribers with a coherent,
integrated media experience across different networks and
devices
Opportunities for deep user engagement by delivering their
“Digital Life” – increased subscriber satisfaction, increased
ARPU, reduced churn
 Cisco’s Content Delivery System (CDS) is the platform to
accelerate these emerging opportunities
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
3
Cisco Content Delivery System Vision
Enables any content, any
device, any location
from a single, open
delivery platform.
TV
Mobile
PC
Cisco
CDS
Linear
On Demand
Time Shifted
Personalized
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
4
Design Challenges
Challenge
Solution
Scale and manage volumes of
on-demand content
Scalable system that
automatically distributes content
across network
Converged services: broadcast
& on-demand; TV, PC and
mobile
Unified platform designed for
multiple networks, device and
content types
Enable real-time applications
(time shifting, ad insertion) and
unpredictable usage patterns
Real-time data transfers: ingest
and commence streaming
anywhere in network within 300 ms
Meet expectations for
broadcast level service
availability
Network and content resiliency
with automated hitless failover
Operational overhead as
network and services scale
Manage as single fault-tolerant
system, not device by device
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
5
The Challenge of Scaling Content Delivery
 VoD subscriber growth is
pushing up stream count
 The variety of content available
– movies, TV shows, music and
educational video, HDTV – is
pushing up library storage
 As content libraries grow from
1,000’s of hours to 10,000’s of
hours …
 And as an operator’s
geographic footprint grows,
necessitating regionalization
and local content …
 The storage, distribution and
accessibility of the content
becomes critical for …
 Efficient, economic operation
and increased customer
experience and satisfaction
Source: VOD Servers – Equations and Solutions
Glen Hardin, Time Warner Cable
Paul Sherer, Arroyo Video Solutions
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
6
1st Generation VoD Architecture
 VoD servers installed at
distribution hubs
Programming
Content libraries small
(<100 hours)
Content library
replicated at each hub
 ASI direct connect video
HUBS
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
7
2nd Generation VoD Architecture
 Build a bigger box and
centralize at head end in
attempt to address scalability
issues
Physical limitations persist as
content library grows and
usage increases
Programming
HEAD END
 “Network enabled” via ASI >
GigE connectivity
 Requires lots of metro
bandwidth as stream count
grows
 Not optimized for real-time
services
Time shifting
Content personalization
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
8
3rd Generation VoD Architecture
Cisco Content Delivery System (CDS)
 Intelligent, scalable IP video network
Virtualized architecture pools and
load-balances resources to transcend
physical network constraints
 Distributed storage/streaming
functionality
Vault Array
HEAD END
Ingest/storage centralized at head
end
Personalization and streaming at
hubs
Internet
Programming
Content
Delivery
System
HUBS
Streamer
Arrays
 Multi-format, multi-device platform
for real-time services
TV (HD & SD), PC, mobile
 Content & network resiliency with
hitless failover
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
TV
Mobile
PC
9
Product Heritage
 Arroyo Video Solutions acquired by Cisco Sept. 2006
Integrated into new Cisco Video & Content Networking BU
Foundation of Cisco Content Delivery System
 Drew Major – Founder & Chief Scientist
Founder of Novell; designed and wrote Novell Netware
Pioneered the “network operating system”
1999 Computer History Hall of Fame inductee as “Father of
LAN OS”
Architect of Volera CDN
Drew Major
Cisco Fellow
 Paul Sherer – Founder & CTO
Former 3Com CTO, 30+ patents, editor Ethernet standard
Wrote 3Com LAN OS; $ billion LAN product lines
Paul Sherer
VCNBU CTO
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
10
Cisco Investment Areas
CDS Product Fit
IP-NGN
Quad-Play
Network
Content and
Network
Security
Bandwidth
Optimization
Solutions
“Connected Life”
Home Networking
Flexible
Content Delivery
Voice and
Mobility
Solutions
Targeted
Advertising
Insertion
Open Software
Systems &
Applications
Network Operator Systems, Tools, Processes and Integration
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
11
Cisco Content Delivery System
Next Generation Architecture
 “The network is the platform”
Intelligent distributed architecture
Networked Content Delivery Engines work
as one virtual system
Centralized, shared ingest and reliable
content storage (Vaults)
Personalization and streaming at the
network edge (Streamers)
Programming
Internet
Vault Array
HEAD END
 Technology base
Unique caching protocol eliminates need to
predict viewer behavior or pre-position
content – only 300ms from ingest to play out
Resilient design with hitless failover
Multi-format, multi-device
HUB
Streamer
Arrays
 Optimized for real-time media services
Enables converged live and on demand
applications
Switched video & time shifting
Personalized content & advertising
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
12
Cisco Content Delivery System
Core Benefits
 Extreme scalability
Add storage and streaming capacity without interrupting service
Scales for Startover, nPVR, long tail and user-generated content
 Reliability via resiliency
Hitless failover delivers broadcast level availability for real-time
services (VOD, nPVR)
 Ease of operations
Centralized library ingest/storage with automated content distribution to
edge streamers via intelligent caching
Servers grouped into arrays managed as a single system
Hitless software upgrades and self-healing network eliminate
maintenance emergencies
 Service velocity via flexible, future-proof architecture
Common platform for VOD and real-time personalized services: Start
Over, RS-DVR
Multi-format: MPEG-2 & MPEG-4/AVC (SD & HD)
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
13
Content Delivery System Architecture
Operator Services
Content Delivery Applications
CDS Framework
Content Delivery Engines
Content Delivery System
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
14
Content Delivery System Architecture
Operator
Services
VOD
Targeted
nPVR
PEG
nVOD Barker
VOD PEG
nPVRnVODTargeted
Barker
Advertising
Advertising
Content
Delivery
Applications
Configuration
management
Edge
Multicast
caching
streamer
of content
 Single
streamer-vault
and
reporting
Ingest
and reliable
shared
CDS
Vault
TVISV
Streamer TV
PlayOut
ISV
CDS Mgr
Personalized
Scheduled
video
looped
Low
streamand
count
TV PlayOut
Streamer
Vault
 Manages
the network as a
Manager
storage
assembly
play
and streaming
applications
singleout
entity
CDS
Framework
Ingest
Content
Delivery
Engines
Storage
CDE400
Streaming
CDE300
Splicing
Caching
CDE200
Resiliency
CDE100
Content Delivery System
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
15
Content Distribution Efficiency
via Hierarchical Network Cache
 Different types of storage deployed across the network
Minimizes total cost – storage, bandwidth, content management
Maximizes performance – unique content caching protocol
 Content from any Vault is instantly accessible to any Streamer
Streamers cache content based on actual viewer demand to reduce backbone traffic
Automatic content distribution – no replication or pre-positioning of content
No other architecture economically scales for long tail, nPVR & user-generated content
Bandwidth Usage
Vault Array
Stream Array
100%
1-5%
“Long Tail”
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
16
Extreme Scalability
 Vault arrays
Content and ingest capacity scale
linearly with number of Vault CDEs
Content added to a Vault is
immediately available to all
subscribers
 Streamer arrays
Stream count and cache size scales
by adding streamers to an array and
adding new arrays to the network
 Vault and Streamer array sizes
limited only by Ethernet switch
backplane capacity
 Adding CDEs is non-disruptive
Add capacity, locations, applications
without taking service off-line
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
17
Flexible Topology for National / Regional
Networks
 Tiered Vault arrays enable
distributed ingest & storage
Catcher
Large, centrally managed
content library serving
multiple markets
SUPER
HEADEND
Locally managed regional
content (inc. ads)
 Cost effective content
distribution
METRO
NETWORK
NATIONAL
BACKBONE
REMOTE
HEADEND
METRO
NETWORK
Fewer points of ingest
Reduced bandwidth usage
Less management
complexity
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
18
Non-Stop Availability
 Resource pooling and load leveling
Storage and streaming resources
allocated dynamically across available
hardware based on real-time demand
Any server within an array can instantly
assume the identity and state of
another
Catcher
 Auto failover enables “hitless” recovery
Hardware outages do not impact
service – no more emergencies
No interruption of subscriber sessions
 Non-disruptive maintenance
Replace hardware, upgrade software,
add capacity or add applications without
taking down service
 Applies to any application
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
19
Architected for Cost Effectiveness
 Software-focused architecture for flexibility and high feature
velocity
 Low CAPEX
Scalable, distributed storage library
Fewer head ends
Eliminates replication at each streaming node
No 1:1 box redundancy
 Low OPEX
Operational simplicity
Virtualization technology - manage multiple servers as one
Efficient, automated content management - no pre-positioning
required
Bandwidth usage typically 95%+ less than other solutions
Auto failover eliminates service emergencies
In-service maintenance and upgrades
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
20
CDS Manager
 Unified browser-based
administrative console for all
CDEs network-wide
Configuration
Status monitoring
Troubleshooting & maintenance
Reporting
 Assign Vault and Streamer
CDEs to arrays
Major parameters configured
once and automatically
propagated across the network
 Extensive reporting capabilities
Stream history
Bandwidth usage
Content activity & popularity
Audit logs
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
21
Ecosystem Flexibility
 Back Offices/Middleware
 Session Control
Tandberg OpenStream
C-COR nABLE
Siemens Myrio
NGOD
ISA Corba
RTSP
SSP
 RT Control
 Head Ends
LCSP
RTSP
Corba
SA
Motorola
DVB-C
 Asset Ingest
FTP
MPEG SPTS
AnyIn/SambaFS
Tape/DVD/CD
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
22
CDE Specifications
CDE 100
CDE 200
CDE 300
CDE 400
Rack Units
1
2
3
4
Network
Interfaces
2 x 1000Base-T
6 x 1000
Base-T or 4 x
1000BaseSX + 2
x 1000Base-T
14 x 1000Base-T
or 8 x 1000
Base-SX + 2 x
1000Base-T
6 x 1000Base-T
or 4 x 1000BaseSX + 2 x 1000
Base-T
Storage
290G SCSI
6 TB SATA
1 TB SCSI
12 TB SATA
Max. Streams
N/A; not used as
Streamer
750
2500
N/A; not used as
Streamer
Max. Ingest
Hours
Max. Ingest
Channels
N/A; not used as
Vault
3000 hours SD;
750 hours HD
N/A; not used as
Vault
6000 hours SD;
1500 hours HD
N/A; not used as
Vault
200 SD or 50 HD
N/A; not used as
Vault
200 SD or 50 HD
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
23
CDA Application Mapping to CDEs
CDE 100
CDE 200
CDE 300
CDE 400
Vault

TV Streamer

TV PlayOut


Integrated
StreamerVault
CDS
Manager


Presentation_ID



© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
24
Competitive Differentiation
Cisco CDS
Competition
SOLUTION
Box-Based Offering
HARDWARE
Proprietary Hardware
STREAM STORAGE
RAM & Disk Storage
Requires Content Duplication
Network-Based Solution
Commodity-Based HW
Optimized SATA, SCSI, and RAM
Efficient Content Distribution
Efficient Transport
>95% streams serviced
from streamer
No Single Points of Failure
Arrays provide resiliency
Trick files Created Upon Ingest
Available to 100% of Users
High Video Quality
BANDWIDTH
EFFICIENCY
HIGH AVAILABILITY
TRICK MODE
CAPABILITIES
Array-Based Scaling
Easily Expanded
Flexible Moves, Adds, Changes
Auto-Fault Management
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
SCALING
EASE OF OPERATIONS
Cisco Confidential
DRAFT
Centralized solution requires
significant IP transport costs
Multiple Single Pts of Failure
Resiliency Requires
Redundant Components
Created on the fly via ASIC
Performance Constrained
Low Video Quality
Box Duplication/Configuration
Complex Procedures
Complex Moves, Adds, Changes
Immediate Attention on all Failures
25
Deploying an End-to-End Cable Video Network
Residential
SA Encoders
Hub
Linksys
Home
Router
SA QAM
CDS TV
Streamer
CDS Vault
Digital Content
Manager
Primary
Video
Headend
Digital
CDS Manager
Headend
Regional Network
SA STB or
DVR
H
F
C
uBR
CMTS
SDV Server
Backbone Network
CRS-1
Router
4500 or 7600
Series
4500 or 7600
Series
CRS-1
Router
CRS-1
Router
CRS-1
Router
ISR
Router
SA Encoders
ISR
Router
6500
Series
Secondary
Video
Headend
Digital
Headend
Business
Presentation_ID
CDS Vault
Digital Content
Manager
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
26
Deploying an End-to-End Wireline Video Network
Residential
SA Encoders
VSO
Linksys
Home
Router
CDS TV
Streamer
Digital Content
Manager
CDS Vault
Primary
VHO
CDS Manager
Regional Network
DSLAM
Backbone Network
CRS-1
Router
4500 or 7600
Series
CRS-1
Router
S
H
E
SA STB or
DVR
4500 or 7600
Series
CRS-1
Router
CRS-1
Router
ISR
Router
SA Encoders
ISR
Router
6500
Series
Digital Content
Manager
CDS Vault
Secondary
VHO
Business
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
27
Example: CDS-Enabled VoD at TWC Portland
Portland Headend
BMS
Catcher
Cisco Products
DNCS
Saco
CDS
Streamer
CDS
Vault
CDS
Streamer
CDS
Streamer
CDS
Vault
 Content Delivery System
 Cisco 7600 series routers
 ONS 14454 ONS MSTP
 MQAM / GQAM
 DNCS
CDS Mgr
7600
7600
MQAM / GQAM
MQAM / GQAM
7600
Benefits
7600
MQAM / GQAM
MQAM / GQAM
7600
Cumberland
MQAM / GQAM
South Portland
Presentation_ID
Wells
7600
MQAM / GQAM
 Centralized deployment can
seamlessly migrate to
distributed with increased take
rate
 Future-proof solution supports
VoD today, other TWC
applications in future
Scarborough
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
28
Cisco Customer Advocacy + SciCare
System & Network Expertise for Video
Coordinated
Planning and Strategy
Make Sound Financial and Strategic
Decisions
Prepare
Operational Excellence
Assure Quality of service
Optimize
Cisco
Plan
Assess Service Readiness
Analyze, then Recommend Solution
Lifecycle
Maintain Network Health
Manage, Resolve,
Repair, Replace
Services
Operate
Design
Design the Solution
Products, Services, Support Aligned to
Requirements
Implement
Implement the Solution
Integrate Without Disruption or Causing
Vulnerability
Accelerating Customer Success for Service Provider Deployments
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
DRAFT
29
Cisco Content Delivery System
Summary
 Architected for fast, reliable real-time content delivery
Any Content – Video, music, games
Any Device – Streaming to TVs, PCs and mobile devices
Any Location – Via cable, telco and mobile networks
 Personalized content – VoD, nPVR, time shifting,
targeted advertising
 Unified distribution path for all services
 Extraordinary scalability and availability
Limitless capacity for ingest, storage, streaming
Bandwidth optimization
Load leveling and network resiliency for “hitless” failover
“In service” maintenance/upgrades
 Future proof for the personalized applications on the
horizon
 Open standards ease integration of end-to-end
solutions
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
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DRAFT
30
Presentation_ID
© 2006 Cisco Systems, Inc. All rights reserved.
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DRAFT
31