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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 !