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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. Cisco Confidential DRAFT 30 Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential DRAFT 31