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Cisco Videoscape
Cisco Confidential
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Market Dynamics
CE/Over The Top
Brand power
Building application & content eco-systems
New Streaming subscription services
Service Provider
Multi-screen offering becoming table stakes
Partnerships &Vertical Integration
Rising churn and Subscriber acquisition cost
Broadcasters and Media
New distribution platform & interactive content –
Sky Sport TV on iPad / RTL on iPhone & iPad
Hybrid Broadcast Broadband TV: HbbTV
New business models – Hulu 2009 revenue: $100M
1st half 2010 revenue: $100M
Consumer Behavior
Netflix = 20% of US downstream internet traffic in peak times
Online Video Snacking 11.4 Hour /month
Video = 91% of consumer IP traffic by 2014
20%
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3
Experiences Consumers Want NowBut SP’s struggle to deliver
Multi-screen TV experience
Online Content on TV /STB
Intuitive Unified Navigation for All Content
Web 2.0 Experiences on TV/STB
Without Forklift Upgrade of Existing Infrastructure
© 2010 Cisco Systems, Inc. All rights reserved. 4
The Challenge & Opportunity Today
Experience Fragmentation
Diminishing SPNetwork Relevance
Evolving Legacy Infrastructure
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5
Cloud + Network + Client Quality of Experience
Introducing Cisco Videoscape
Investment ProtectionExtended to Legacy Infrastructure
Videoscape
Integrated TV ExperiencesAcross Devices, Networks & Content
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
Cloud ClientNetwork
Cisco Nexus FamilyCisco UCS Family
Cisco Cable & IP STBsCable modems, Gateways
Cisco CRS & ASR FamilyCisco CDS & CMTS Family
Introducing Cisco Videoscape Portfolio Power of Cloud + Network + Clients
Videoscape Media Suite (Shipping)
Videoscape Media Gateways (In trials)
Videoscape STBs(In trials)
Videoscape Soft Clients (Shipping)
Cisco Conductor for Videoscape ( CY’12)
Cisco CMTS 3G60 (Shipping)
Videoscape AVSM Module ( Shipping now)
New
New
New
New
New
Cisco Videoscape
© 2010 Cisco Systems, Inc. All rights reserved. 7
Cisco Videoscape ExperienceIntegrated & Consistent
Infinite Content Sources
Managed &Unmanaged
Networks
Managed &Unmanaged
Devices
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
SP Content
Third-Party Content
NationalData Center/Cloud/VHO
NationalData Center/Cloud/VHO
RegionalData
Center/VSO
RegionalData
Center/VSO
Cisco VideoscapeEnhancing Medianet Architecture
Media SuiteCMS for
multi-screen delivery
IP Core CRS-1 & 3
EPC/EdgeASR 9000
Access/ Agg
CMTS
Business
ClientsGateway, STB,
Soft Client
ConductorReal Time
Messaging Bus
3G60DOCSIS 3.0 card
for CMTS
AVSMCDN Line card For ASR 9000
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9
Videoscape Experiences Only With Cisco
Unified experience beyond TV
Universal Guide
SP customized UI & UX
Did We Mention DVR?
Unified experience beyond Android &
Apple devices
Qualityof Experience
QoE
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 10
Full life cycle content management solution Delivery of multiple media types on multiple
devices, on multiple networks
Videoscape Media Suite Videoscape Client PlatformsMedia gateway, STB and client application
Common IP-based client architecture
Cisco Conductor for VideoscapeReal time messaging bus linking cloud, network & clients
Pathway to support presence, real time info (e.g. stocks, score), resources, social networking in apps
Introducing Videoscape Portfolio for Multi-Screen integrated Experiences
© 2010 Cisco Systems, Inc. All rights reserved. 11
Introducing Videoscape Media Suite
A carrier grade cloud-based platform Manage, publish and monetize many types of content
Includes CMS, offer management, multi-screen entitlement, publisher, player
Across multi-screens : TV, PC, tablets, mobile devices
integrated experiences for multiple media types over multiple device & networks
Purpose built for SPs & Media Companies to
Full Life Cycle Content Management Solution for Multi-Screen Delivery
Accelerate DifferentiateTransition to multi-screen IP Video offering
Super Flexible, JumpStart Tool Kit, Pre-IntegratedExperience against peers and OTTs
e.g. Multi-screen Multi-content Entitlement10’ UI experience, Virtual DVD
Proven: 4 out of top 5 North American Telcos, 2 out of top 5 Studios
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 12
VideoscapeMedia Gateways
VideoscapeSoft Clients
Videoscape STBs
Introducing Cisco Videoscape Client Portfolio
Videoscape Common Software Framework
Multiple Presentation Engines (Flash,HTML5…)
Cisco Conductor
Video Optimized
Application Centric
Cloud Driven Service Enablement
Infinite Content Choices (Broadcast, VoD and Online )
Web 2.0 applications enabled
Open publishing environment
Supports PCs, Macs, Tablets Connected TV, Mobile Phones, Game Consoles
Customizable UI
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC25-452149-01 1313
Ultra ScaleService & Device
Management
Manage managed & unmanaged devices across
networks
Lifecycle Support :Activation, Configuration,
Diagnostics, FW & SW Update
Pathways toNext Generation
Applications
PresenceSocial TV
Real-time cross device applications
Audience measurement Advanced advertizing
OPTIMIZE
MONETIZE
Introducing Cisco Conductor for VideoscapeThe Real Time Information Advantage
© 2010 Cisco Systems, Inc. All rights reserved. 14
Paradigm Shift in Service & Device ManagementCisco Conductor for Videoscape: Bringing Cloud + Network + Clients
Cisco Conductor
ClientCloud Network
Events Driven Eliminates inefficiency of
traditionally polling
Standards BasedXMPP (RFC 3920 &21)
Jabber acquisition
Scalable & EfficientDeployed at internet scale
Asynchronous Protocol
Cloud platform that enables Orchestration of Services, Devices, and Subscribers over multiple networks
XM
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© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 15
integrated TV ExperiencesAcross Devices, Networks & Content
Cloud + Network + ClientMedianet Quality of Experience
Cisco Videoscape Value Proposition
Investment ProtectionExtended to Legacy Infrastructure
Videoscape
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 16
SPs at CrossroadsCompetitiveness Vs Investment Protection
Competitive Pressure forNew Integrated Experiences
VoD SystemMonolithic legacy systemsLacks scale & multi-screen
Backend SystemExisting high investment in backend and middleware
IP InfrastructureHuge traffic growthMulticast to Unicast
STBs Existing high investment
In legacy STBs
Cloud ClientNetwork
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 17
Cisco Videoscape Value Add for EvolutionCompetitiveness + Investment Protection
Competitive Pressure EasedCompetitive Pressure forNew Integrated Experiences
VoD SystemMonolithic legacy systemsLacks scale & multi-screen
Backend SystemExisting high investment in backend and middleware
IP InfrastructureHuge traffic growthMulticast to Unicast
STBs Existing high investment
In legacy STBsVideoscape Media Suite
Cisco Conductor Multiscreen & integrated
experiences integration with existing backend
Cisco CDS platform Multiscreen offer, scale efficiency, bandwidth
savings pays off for new investment
Videoscape Migration PortfolioExperience on legacy STB
Videoscape IP STB & Gateways: For new markets &
consumers
CRS, ASR, DOCSIS 3.0 Investment protection is synonymous with Cisco
( common SPAs, IOS-XR)
Cloud ClientNetwork
© 2010 Cisco Systems, Inc. All rights reserved. 18
Preserving the Value of Current Investment5 Phase Deployment Blueprint: OPTIMIZE & MONETIZE
Expand the reach beyond TV, Gain Efficiencies
2
Jump-start Integrated Experiences3
NG Service Management and Real-time Apps
5
New Lifestyle Applications
4
Strengthen IP Foundation
1 IP Core with Optical - Scale IP infrastructureDOCSIS 3.0 – Expand the IP foundation for high-speed IP services
Videoscape Media Suite & Videoscape Soft Clients– Offer TV Everywhere CDS-IS/AVSM - Gain CDN distribution efficiency & scale, Better experienceCDS TV - Leapfrog Legacy VoD system limitations with distributed architecture & scale
Videoscape Migration Portfolio - Support integrated applications on legacy STB Videoscape STB- Unmanaged & managed content to TV with hybrid / IP STB
Videoscape Media Gateways - Efficient media distribution inside home Enter adjacent markets with lifestyle applications
Nexus & UCS - Virtualization for scale & efficiency
Cisco Conductor for Videoscape - Higher resiliency & Ultra-scale Next Generation Applications - With real-time info
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 19
integrated TV ExperiencesAcross Devices, Networks & Content
Investment ProtectionExtended to Legacy Infrastructure
Cisco Videoscape
Cloud + Network + Client Quality of Experience
Videoscape
© 2010 Cisco Systems, Inc. All rights reserved. 20
NetworkCloud Client
Ensuring Quality of Videoscape Experience
How to create videoscape experiences & aggregate
content from multiple sources ?
How to preserve the experience across the
network?
How to distribute the content effectively inside
& outside home?
Videoscape Media Suite
Cisco Conductor for Videoscape
Media Optimized Cisco IP-NGN
Cisco Conductor for Videoscape
Cisco Videoscape Clients Family
Cisco Conductor forVideoscape
© 2010 Cisco Systems, Inc. All rights reserved. 21
Network Intelligence Ensures the Quality Experience
Client Connects with Cloud, But Quality of Experience Depends on Network
Network
Power of Cloud + Network + ClientsQuality of Experience Assurance: SP Network Advantage
Latency...Jitter...Artifacts…
Cloud Client
© 2010 Cisco Systems, Inc. All rights reserved. 22
More Mobile
Ensuring Videoscape Experience Across ArchitectureThe Cisco Advantage
NationalData Center/Cloud/VHO
RegionalData
Center/VSOEPC/Edge
Access/ Agg
IP Core
SP Content
Third-Party Content
Cisco Videoscape Media Suiteintegrated experiences across device & content sources
Cisco Content VaultsPersistent storage of all content including long tail content
Cisco Caching NodesHierarchical caching for bandwidth optimization
AVSM for ASR9000 & CDS StreamersMost popular content cached at edge for better experience
Video Optimized Gateways with CDN CachePause & resume on any device, Efficient content distribution
Cis
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ape
New
New
New
© 2010 Cisco Systems, Inc. All rights reserved. 23
Cisco Services for VideoscapeSeamless Migration to Experience Provider
Cloud ClientNetwork
++
Mitigate Risk and Accelerate Time to Market
OperationalizationMigration Test & ValidationSoln Design & Development
Businessand Service Planning
End to End Lifecycle Services including Integration, Migration and Customization
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 24
Cloud + Network + Client Quality of Experience
Cisco Videoscape
Investment ProtectionExtended to Legacy Infrastructure
Videoscape
Integrated TV ExperiencesAcross Devices, Networks & Content
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 26
Services Evolution StepsLeveraging the current infrastructure
Offer TV Everywhere with unified experiences across iPad, Tablets, Mobile, TV, PCs, Macs
Expand VoD content catalogue exponentially
Offer new integrated experiencese.g. Online content on TV, Virtual DVD
Expand into adjacent markets e.g. Home security & automation
New Experiences &Lifestyle Applications
2
TV Everywhere &Content Expansion1
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 27
TV EverywhereLeveraging the Current Infrastructure
1
Cloud ClientNetwork
Deploy Videoscape Soft Client for iPad, tablets mobile phones, PC &
Macs
Deploy Videoscape Media Suite for multi-screen delivery
Deploy CDS-IS / AVSM for CDN distribution efficiency & better
experience
Deploy CDS TV for VoD catalogue expansion & leapfrog legacy VoD system limitations with
distributed architecture
Expand IP Core with Optical for scaleExpand DOCSIS 3.0 footprint for high-speed IP services
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 28
New Experiences & MarketsLeveraging the Current Infrastructure
Cloud ClientNetwork
2
Leverage existing legacy STBsDeploy Videoscape Migration Portfolio for integrated UI & experiences for legacy STBs
Leverage Cisco producer to offer managed and online content from
infinite sources
Deploy Videoscape STBs for infinite content choices and integrated
experiences
Deploy Videoscape Media Gateways for efficient media distribution inside & outside
the home ; Enter adjacent markets with lifestyle applications
Deploy Cisco Conductor, Nexus and UCS for virtualization, scale and
operational efficiency
Deploy Cisco Conductor for new real time apps, scale and operational
efficiency Deploy Cisco Conductor
© 2010 Cisco Systems, Inc. All rights reserved. 29
Network Intelligence Ensures the Quality Experience
Client Connects with Cloud, But Quality of Experience Depends on Network
Intelligent Caching
Service Routing w/Proximity Hierarchal CachingLossless Video Transport
Video Admission Control Video Assurance & Monitoring
Scalable Multicast & unicast
Network ClientCloud
Cisco VQE
Cisco Live-Live Redundancy
Power of Cloud + Network + ClientsQuality of Experience Assurance: SP Network Advantage
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC25-452149-01 3030
Supercharging Content Distribution Intelligence Cisco CDS
Content Affinity
Service Resources
Time
Network Health
Business Rules
Geography
Medianet Intelligence
Dynamic Service Routing With Diverse Decision Parameters