future of video videoscape architecture overview...will allow fans to follow nba games in...
TRANSCRIPT
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Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved. 1
Future of VideoVideoscapeArchitecture Overview Admir HadzimahovicSystems Engineering Manager – EME VTG
May 2011
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Cisco Public 2© 2010 Cisco and/or its affiliates. All rights reserved.
Videoscape Architecture Overview
Agenda:1. Key IPTV video drivers
2. Claud – Mediasuit Platform
3. Network and ABR
4. Client – Home Gateway
5. Conductor
6. Demo
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Cisco Public 3© 2010 Cisco and/or its affiliates. All rights reserved.
CES Las Vegas
Videoscape
http://www.cisco.com/web/solutions/sp/video/index.html?expanded=1�
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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%
PresenterPresentation NotesOnline and mobile video data: from Cisco VNI report Netflix cord-cutting number: from Credit Suisse study. �http://www.fierceonlinevideo.com/story/1-3-young-netflix-subscribers-cut-cord-pay-tv/2010-09-16US viewers watched more TV in 2010 than 2009: Nielson Three-Screen Report, Q1 2010 Video snacking: Comscore study in Sept 2010. http://www.comscore.com/Press_Events/Press_Releases/2010/10/comScore_Releases_September_2010_U.S._Online_Video_Rankingshttp://newteevee.com/2010/04/05/online-video-viewers-the-young-the-hip-and-the-well-off/
Hulu revenue numbers - http://www.nytimes.com/2010/04/01/technology/01hulu.html�CNBC Realtime App – will be launched on Google TV: real-time stock quotes & alerts etc. while watching financial newshttp://www.fierceiptv.com/story/google-tv-dawn-interactive-tv-finally-breaks/2010-10-05http://www.cnbc.com/id/39418634
NBA Game Time application – launched in 2008 in Android app marketplace. Now will launch for Google TV. �will allow fans to follow NBA games in progress with a real-time scoreboard, watch on-demand video highlights optimized for an HD viewing experience, and check the latest league standings and statistics -- through their television.http://www.nba.com/2010/news/10/04/gametime.google/index.htmlhttp://news.ebrandz.com/google/2010/3608-google-tv-announces-programming-deals-with-hbo-nba-and-others-.html
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Experience Fragmentation
Diminishing SPNetwork Relevance
Evolving Legacy Infrastructure
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Cisco Public 8© 2010 Cisco and/or its affiliates. All rights reserved. 21
Consumer Experience
Content FragmentationBroadcast, Premium, UGC
Device & Screen FragmentationTV, PC, Mobile, Gaming, PDA
Interactivity FragmentationLean back, Lean forward, Social
Business Models
Subscription FragmentationBroadband, TV, Mobile, Movie rentals, OTT
Free vs. Paid
Ad Dollars FragmentationTransition from linear TV to online
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Public
PresenterPresentation NotesConsumer experience is still fragmented and SPs are struggling....
http://www.turksat.com.tr/english/v2/�http://www.turksat.com.tr/english/v2/�http://www.turksat.com.tr/english/v2/�
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
But 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
PresenterPresentation NotesConsumers are looking foracertain experience – but SPs are struggling to deliver
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Cisco Public 10© 2010 Cisco and/or its affiliates. All rights reserved.
$
Time
28
Limited Revenue Growth and Increasing Costs
NetworkTermination
B2CBusiness to Consumer
PeeringPoints
$Service
Providers
$
Rising Costs:Increased SAC and ChurnIncreased bandwidth usageBigger bundle of products
Flattening Revenues:• Saturated markets – few new subscribers• Increased use of flat-rate tariffs• Regulatory & Competitive price pressure
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved.
Today
Broadcasters
PresenterPresentation NotesThe old way of doing things is no longer going to work
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Cisco Public 11© 2010 Cisco and/or its affiliates. All rights reserved. 29
Differentiated User Experience, Service Velocity and Monetization
B2B2CBusiness to Business to Consumer
$ $$ $ $
ServiceProviders
$ $ $$$$ $ $
SP PlatformLeverage Network and Data Assets
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved.Tomorrow
Cisco Public
Broadcasters
Government
Advertisers
OTT/Content Aggregator
Application Developer
Utilities
PresenterPresentation NotesSPs need new business models
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Cisco Public 12© 2010 Cisco and/or its affiliates. All rights reserved. 302.0
Industry
Credit CardNetworks
Retailer of Goods
Auctions
Internet SearchEngines
Music/ RecordLabels
Side 1
Merchants
Merchants
Sellers
End UsersSearching
Artists
Platform Examples Side 2
Customers
Customers
Customers
Advertisers
ConsumersiTunes
Operating Systems
Recruitment
Video Game Systems
ApplicationDevelopers
Employers
Game Developers
Consumers andBusiness Users
Job-seekers
End User ConsoleSource:TelcoPresentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Public
Owners
PresenterPresentation NotesHere’s an example....
http://www.wayerless.com/up/2010/03/logo_telmex.jpg�http://www.google.dk/imgres?imgurl=http://stockwatch.in/files/Televisa-Logo.jpg&imgrefurl=http://www.stockwatch.in/mexican-broadcaster-buys-30-stake-telecom-unit-24673&h=270&w=370&sz=9&tbnid=L68dA2Xc5H6yDM:&tbnh=89&tbnw=122&prev=/images?q=televisa+logo&hl=da&usg=__zTmS48I6P8jRrXTrgEH8DFwy7_I=&ei=wunNS-unMJGROMCXxN0P&sa=X&oi=image_result&resnum=4&ct=image&ved=0CAwQ9QEwAw�http://www.turksat.com.tr/english/v2/�
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Cisco Public 13© 2010 Cisco and/or its affiliates. All rights reserved.13
Built on Web Services Protocols – to be OpenCloud Service APIs - Accelerates universal reach and 3rd party innovation;Designed for virtualization
Exponential scale for large-scale unicast servicesLeveraging caching technologies for efficient distribution
Video intelligence propagates deep into the network edgeProviding media, device, and network awareness
Open Client Architecture - SDKNo custom client application. Multi-device support – for PCs, gaming consoles, mobile devices, set-tops, etc. - enabled through a set of “platforms”
Services Across Managed and Unmanaged NetworksCommon experience no matter where the user connects – Design for unmanaged, optimized for managed
PresenterPresentation NotesTranscript:
I want to make sure that you see the big picture by the end of this. And I guess we'll also be pausing for some WebEx questions as well. So sorry, this is a bit of an eye chart for a room this size, but there's kind of some fundamental things you need to understand about Videoscape that are distinctly different from how we do video delivery today. So first, show of hands, how many people are directly involved with your customer on video delivery systems or encoding systems or set-tops or something like that? Pretty much everybody in the room, okay, cool. How many people are familiar with some of the internet video type delivery systems like Microsoft Smooth or Apple Life Streaming or Adobe? Okay, how many have customers who are actually doing something on their network with that? About half the room, okay, great. So this will be introduction to some and old hat for others. The first thing about Videoscape is that it is built to be open. We are Cisco, but we love to create secret sauce. Ultimately we are a company built on standards and we are a company that prefers to innovate rather than protect. Our value is in bringing the best solution to the customer, not in locking them into an end-to-end solution, which is a radical departure from where companies have been historically with video. So everything you're going to see here is built on Open Web Service Protocols. Either web service endpoints, there's restful URLs, everything's HTTP, BA, right, that's how you access a resource, how you get a metadata feed, how you request a connection, how you request content, all of that. The other approach that we've introduced in Conductor is also this use of an open SMPP standard to allow for multi-way communication across devices, but it's all based on open standards. The other piece of this is that the video consumption experience of the future is personalized. Personalized means Unicast. Unicast scares people, right. Most video distribution systems are built on broadcast, are built on Multicast, they understand how that scale works, they understand the implications to the access network. When you start to move everything into a Unicast world, you immediately run into bandwidth issues, scale issues. But the problem is we can't avoid that because that's the way consumers want to experience a video today. So as Bill pointed out earlier, the Videoscape approach is you design for off-net, meaning everything's a Unicast experience, but you can optimize things in the on-net experience. We can actually leverage some Multicast capability within the video distribution system to alleviate some of that pressure of moving into Unicast. But ultimately, the content providers and the service providers will need to upgrade their systems. They will need to upgrade their core networks, their aggregation networks and their access networks. That's the way of the world. So the other thing about Videoscape is historically it starts to introduce this level of intelligence in a client that you've never seen before. Think about a set-top box, thing about MPEG2 transport stream delivery. I like to call it the spray and pray approach. You fire an output of an encoder into your transport network and you hope that every bit made that because if every bit doesn't make that, you're going to have an ugly consumer experience. But there's really not a lot you control besides creating a QoS environment, kind of protecting it, building enough bandwidth, and just hoping everything makes it. In the Videoscape world, in the new world the client is much more intelligent. The client now actively participates in that consumption of media and tells the network I had to shift rates, I'm not able to take this much, my video buffer under flowed, I need to adjust, I need to compensate for some network condition. And you can use those clients now as an intelligent point in your network to give you a view of how your network's behaving end-to-end. You don't have to do these unique bespoke applications running on different set-tops, can be like the canary and the coal mine that tells you I've got different probes in the network to tell me different things. Every device essentially tells you what it's doing based on how it's performing in that content delivery. So a lot more intelligence around the devices in the network. The other piece of it is an Open Client Architecture. There is no custom client application that needs to be developed here. Essentially, we're going to deploy or deliver to customers an open software development kit. We expose essentially a set of APIs from the cloud, this is the service, here's how you access the service, here's how you do entitlement, here's how you do content request, here's how you do video streaming. And then you effectively decouple the service you're delivering from the clients that take that and you allow rapid innovation on the client side that's not completely dependent on what you can stand up as a service. You can probably think right away of a pretty famous video streaming system that is able to be deployed across a number of consumer electronic devices and it doesn't require that company offering the service to go out and build client applications. If you can't think of it, you'll see it here in a couple of slides. The last piece of it is the service has to run across managed and unmanaged networks. The world of over the top is something that consumers desperately want. They want access to the things that are beyond the wall of garden that the service provider have historically provided to them. They want access to a wealth of things. And so the question becomes what's the value of a service provider. If now half or two-thirds of my content is coming from some source that's not originated at the service provider, is there any value to that, is there any value that the SPNL offers? There actually is. There's some really cool things that they can do. We'll touch on that when we get into Media Suite.
Author’s Original Notes:
These are the 5 architectural tenets that under-score the big shift towards IP Video. Cisco is already delivering to 2 out of these three major architectural shifts (content distribution and video intelligence) and are accelerating investments in the other 3 spaces.
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Cisco Public 14© 2010 Cisco and/or its affiliates. All rights reserved.
Diverse Devices
Common Linux Platform
Common APIs
Account HolderPC
ABR Video Delivery with
DRM Protection
Cloud
CDSCDN
QoE
ServiceAPIs
PersonalContentMgmt
ConnectedTV
BlurayPlayer Apple TV
Quality Feedback(“How Good” Email)
DeviceManufacturer
FirmwareUpgrade
Discovery andQueue Management
Queue Info and Recommendations
Roku
PresenterPresentation NotesTranscript:
So we'll go into detail in each one of these. So if you hadn't thought about the example that I was referring to earlier, Netflix is a great example of how this works. We're not saying we're going to build according to Netflix, don't get me wrong there. But what we're saying is it's a really interesting proof point that if you focus your energies on creating a service that is reliable, is compelling and can scale to demands and you decouple that from the development effort to manage all of these, this consumer electronic world that we ultimately don't control, then you're able to build a very scalable system, a very compelling system and a very reliable system if you've got your DNS servers pointed the right place, obviously. Nobody else has had a problem with that? All right, so let me go into the cloud side.
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 15
Integrated & Consistent
Infinite Content Sources
Managed &Unmanaged
Networks
Managed &Unmanaged
Devices
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 16
Cloud ClientNetwork
Cisco Nexus FamilyCisco UCS Family
Cisco Cable & IP STBsCable modems, Gateways
Cisco CRS & ASR FamilyCisco CDS & CMTS Family
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)
Cisco Videoscape
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
SP Content
Third-Party Content
NationalData Center/Cloud/VHO
NationalData Center/Cloud/VHO
RegionalData
Center/VSO
RegionalData
Center/VSO
Enhancing MedianetArchitecture
MediaSuiteVideo Back Office for multi-screen delivery
IP Core CRS-1 & 3
EPC/EdgeASR 9000
Access/ Agg
CMTS
Business
ClientsGateway, STB,
Soft Client
ConductorReal Time
Messaging Bus
CMTS 3G60DOCSIS 3.0 card
for CMTS
AVSMCDN Line card For ASR 9000
Provides download, streaming and monetization experiences
Provides 10x the capacity of Docsis 2.0
Command and control functionalitylinks cloud, network, and clients
Caching of content at the edgeof the network
Device agnostic IP-basedclient architecture
PresenterPresentation NotesCisco Conductor for Videoscape Provides command and control functionality that links cloud, network, and clients into a unified system. Cisco Conductor uses a real-time messaging bus to provide a standards-based communications pathway to support presence, real-time application information, resources, and social networking. It allows service providers to deliver a consistent user experience across managed or unmanaged networks. Cloud Component:Videoscape Media SuiteThis is a software solution for powering multi-content digital media services. This solution provides all of the download, streaming and monetization experiences required by IP video services.Network Components:Cisco 3G60 CMTSThis new module allows SPs/Cable operators to accelerate Docsis 3.0 deployments with a sound economic model. 3G60 provides 10x the capacity and 1/10th the cost of Docsis 2.0AVSM ModuleVideoscape AVSM module is shipping now and available for our customers to deploy on our ASR9k. This module is essentially our CDS on a router blade pushing caching of content at the edge of the network. When QoE matters for TV experiences, technologies like AVSM are a big differentiator for SPs.Client Components:Videoscape Media GatewayThe gateway integrates voice, linear & online video, high-speed data, and routing. It serves as a centralized entertainment, communications and applications hub. It is designed to enable new cloud-based services such as video streaming across multiple devices, lifestyle applications.Videoscape Set Top BoxThe Videoscape family of Set-Top Boxes unify all forms of video – PayTV, broadcast, premium (like HBO, PPV sports), VoD and online entertainment in one device powered by the Cisco Videoscape Cloud. Videoscape Soft ClientsThe clients link managed and unmanaged devices to the Videoscape cloud.
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Cisco Public 18© 2010 Cisco and/or its affiliates. All rights reserved.
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 19
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 EntitlementVirtual DVD
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 and networks
Purpose built for SPs and Media Companies to:
Proven: 4 out of top 5 North American Telcos, 2 out of top 5 Studios
PresenterPresentation Notes4 of the top 5 North American telcos (AT&T, Verizon, Bell Canada and Telus) 2 of the top 5 studios (Disney and Paramount)
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Cisco Public 20© 2010 Cisco and/or its affiliates. All rights reserved.
Onet TV Catch Up
Bell TV Online
Paramount Media StoreDisney Movies Online
AT&T U-verse Online Verizon FlexView
http://vod.onet.pl/�http://disneysb1.extend.com/�http://uverseonline.att.net/tv�http://seagate.paramountshop.com/store/�http://tvonline.bell.ca/tvonline/servlet/CommandServlet?command=flow&lang=EN&processid=109�
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 21
Service Provider
MediaBroadcaster
Target Segments
-Cable
-Telco
Target Segments
-Content Provider
-Content Aggregator
Media SuiteExamples
MarketExample
Paramount Digital Storefront
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Cisco Public 22© 2010 Cisco and/or its affiliates. All rights reserved.
• Multiple content formats
• Sophisticated content bundling
• Customizable metadata model
• Metadata normalization
• Extensible workflow
• Transcoding & encryption
• Distribution to delivery network
• Product/Offer rules creation
• Subscription, rental, EST, ad-supported models supported
• Custom entitlement checks prior to authorization
• Multi-DRM framework
• Customer Care functionality
• Player Framework & Widgets
• Streaming & Download
• License acquisition
• Library management
• Ad Network integration
• Feed aggregation & harmonization
• Multipoint catalog publishing
• Category management
• Playlist publishing
• Search and Rating
• Metering & reporting
ContentManagement Entitlement Publishing
Client Technologies
CMS Entitlement Publisher
API’s/Web Services
OSS/BSS
Players And Widgets
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Cisco Public 24© 2010 Cisco and/or its affiliates. All rights reserved.
PresenterPresentation NotesTranscript:
I'm sure now that aNet are doing quarter million streams a month, there's probably going to be some re-address in the reups for those content rights.
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 26
Transform incoming metadata from a variety of formats into a common, normalized data set
Supports multiple content formats: video, audio, game, document, image
Bundle to create complex offerings: Virtual DVD, TV Season, Music Album, Ringtone
Visual bundle designer with drag and drop support
Ingest and manage custom metadata in multiple languages
Add custom metadata attributes
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Cisco Public 27© 2010 Cisco and/or its affiliates. All rights reserved.
• Bundles
• Components
• Common Entities
• Bundle Templates
• Bundle Profiles
• Metadata Search
• Metadata Bulk Edit
• Custom Attributes
• Custom Components
• Metadata Transforms
Sub Bundle(s)
Component
Component
Bundle
Common Entity
Common Entity
Common Entity
Common Entity
PresenterPresentation NotesTranscript:
DAVE BLOOM: Yes. NEIL BLACK: Actually, I'm just going to put a pin in that and I will touch on it towards the end. (Inaudible). DAVE BLOOM: Yes, that's fine. So we can, since we're talking about the metadata, we can go in and actually talk a little bit more about how the metadata hierarchy works in the system. We have in our system the concept of components, which is the base asset. That represents some sort of digital media files, some sort of metadata piece like a subtitle or something like that. Those components are wrapped up together into bundles or sub-bundles that can be wrapped up into bundles. In addition to these components, we have multiple ways of extending the metadata, either directly through the administrative interface, or programmatically. So through the administrative interface, if you have content where you need additional metadata fields to be part of a particular component, you can actually add custom attributes directly through the metadata interface. These are loosely typed attributes, so you can have things like enumeration, which means you can have a list of items that the user is selecting, that are valid values for a metadata field, like a rating system for instance. If there's a rating system for the territory that you're deploying and that isn't one of the major rating systems, you need to take advantage of that as an enumeration. You can have screen types, number type, you know, rough basically loosely typed data fields added as custom attributes. The other aspect that you can add directly through the administrative interface is these common entities. And the common entity represents a common data value across multiple items. This might be used for talent. So in the Hollywood world, or in the video world, this might be the names of actors or the names of directors, so that if you happen to have a misspelling or someone gets married and needs to change their screen name, you can go ahead and change that data value in one place, and it will be represented any place that common entity is part of a component. So, the last, the other pieces about these is once all of this metadata is in the system, you need to be able to get out it, you have searching on all of the metadata fields. So the way that the metadata search works is that any field within a component is essentially indexed and searchable. However, that doesn't include custom attributes. So the way that if you're adding a metadata field directly to the administrative UI, it probably won't be searchable, but any field that is programmatically added or part of a component will be searchable and indexed. In addition to that, using that capability, we can do bulk edits, so you can go into the system, find a variety of items that match a particular search term and change a field in that, in those items. And then we also it, as they alluded to before, the idea of metadata transformations so that there common standard for over the top metadata. So we need to normalize it somehow. We have a component within our system that allows us to do transformations on incoming metadata so that we can normalize it into a common format, yes.
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Cisco Public 28© 2010 Cisco and/or its affiliates. All rights reserved.
Content Sources MediaSuite
Extract, Filter,
Normalize
Met
adat
a Fe
ed M
gr
Publisher Offer
Management
Content Management
Metadata
Metadata
Repository/ Storage
Par
se rP
arse r
Metadata
Par
se r
XSLT
PC/MobilePortal Server
CRUI Server
Metadata Parse and Transform
Storage and Search Engine
Client-specific feed formats
Field Mapping
Multiple metadata sources
VOD and Linear EPG data combined for unified search & recommendation (upcoming release)Aggregate and unify offerings from Vivendi and other sources
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Cisco Public 29© 2010 Cisco and/or its affiliates. All rights reserved.
• Goal: Use a common CMS and metadata schemes to model VOD, Linear, and Apps
• Linear is essentially pre-scheduled VODEven live events are scheduled assets (placeholders). Breaking news can be supported through XMPP notification (gives tight audience focusing)This base assumption simplifies a migration to everything on demand
• Apps have many qualities that are directly equivalent to media assets…
Producer/distributor, title, version, platformReference to other media assets
VOD Linear AppBusiness
Production house X X XDistribution house X X XAggregator/Network/Station X X X
CreativeTitle X X XDirector X X -Actor[s] X X -Genre X X XCategories X X X
Propertiescontainer, encoding formats X X -Bitrate X X -Language[s] X X Xruntime format - - X
Related objects X X XRestrictions/Allowance
hardware X X Xconsumer X X Xrating X X X
Play WindowSchedule
Schedule play start - X -Schedule play end - X -
AvailabilityLicense Window X X XPublish window X X (EPG) X
Version ControlVersion X - XNextVersion, PrevVersion ? - X
Subscription type X X XEncryption type X X -DRM type X X -App Licensing type - - XContent Location
Origin URL X X XNetwork stream (u/mcast) - X -Preposition Destination X - X
PresenterPresentation NotesTranscript:
One other kind of key thing here is we tend to think of content management systems as VOD, but Media Suite and Videoscape in general, sees the world of media and content as a unified model. Anything you can describe you can run through Media Suite. I have now moved from product to it will be cool when, but this is the direction that we're headed. We're thinking about how this looks. We've got UML models of what the workflow looks like and what the mapping looks like between things. But essentially, linear TV, now think of linear TV as nothing more than a bunch of VOD programs that were prescheduled to play out at some point in time. And if you think of TV in that manner, everything's a VOD, everything's a video object. It just happens that linear TV has one additional characteristic, which is my scheduled play and start time, play and stop time, and that's all it is. Now that works great if you have an identifier that understands this is a VOD version of it and this is when it shows up on CBS 8:00 pm on Thursday night. Once I tie those together, now I can do a search across linear TV, VOD, anything like that.
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 30
Create product rules and DRM usage terms for subscription, rental, EST, ad-supported, and entitlement models
Multi-DRM ready, with out of the box support for Playready and WMDRM
Manage customer accounts, devices, domains, and entitlements (rights locker)
Define Entitlement Chains that process custom checks prior to authorization
Account, Authentication and Rights Locker Plug-in frameworks for 3rd Party integration
Flexible business model enablement
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Cisco Public 31© 2010 Cisco and/or its affiliates. All rights reserved.
• Benefits of Cloud RenderingBring new services to Evolution STBs to stay competitiveIncrease base services on legacy STBsCan offer same/similar experience to advanced clients (client rendering) and legacy clients (cloud rendering)
• Challenges of Cloud RenderingHigh-concurrency usage can over-consume network capacityAdditional latency can impact some consumer experiences
• Cisco will work with customers to identify candidate applications to be delivered via cloud rendering
Rich UI to low-power STBsInteractive Gaming (OnLive)
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Cisco Public 33© 2010 Cisco and/or its affiliates. All rights reserved.
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Cisco Public 34© 2010 Cisco and/or its affiliates. All rights reserved.
Entertainment Services
Acquires Content in Multiple Formats from Multiple Sources, Live and On-
Demand
Independent Scalability of Content Delivery Functions – Adapts to Any
Network Topology
Very Low Latency Content Propagation for On-Demand and
Real-Time applications
Intelligent Service Routing for Global Network Routing and Service
Extensions
Guarantees non-stop Service Availability through Advanced
Resiliency Features
Published Content
Content Library / Acquirer Arrays
Caching Nodes
Programming InternetContent
Caching Nodes
Streamer Arrays
Entertainment Services
Centralized Ingest and
Storage
Massively Scalable
Caching Layer (CDN)
Highly optimized
Edge Streaming
On-Net Off-Net
Service Router
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Cisco Public 38© 2010 Cisco and/or its affiliates. All rights reserved.
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Cisco Public 39© 2010 Cisco and/or its affiliates. All rights reserved.
VideoscapeMedia Gateways
VideoscapeSoft Clients
VideoscapeSTBs
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
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Cisco Public 40© 2010 Cisco and/or its affiliates. All rights reserved.
Internet Content on TV&
Fixed MobileConvergence
PC Screen as Video A/O Inside and Outside the
HomeVoice Bundle
Content Streaming
& Portability
Home and PCMedia on TV
IP STB & Whole Home DVR
Client
Storage Services
Home VideoMonitor Service
Cloud
Videoscape Media
Gateway
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Cisco Public 41© 2010 Cisco and/or its affiliates. All rights reserved.
Multi-use Options
SmartPlug
Internet Enabled TV / DMA
Family RoomSTB
USB Flash Drive/ Disk StorageFile Server
Thermostats
AlarmPanels
UPnP-AV / DLNA Media Server
Internet Radio
USB 2.0
VoIP SIP/IMS Analog Phones
FXS
Broadband Internet
802.11n Wi-Fi
Network Printer
Computer
10/100/1000Ethernet
Z-Wave / ZigBee
Sensors
Smoke Detector
Radiator Valve
eHealth
3G/4G
MobileData
Internet
Internet Enabled TV / DMA
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Cisco Public 42© 2010 Cisco and/or its affiliates. All rights reserved.
• In-browser players in Flash & Silverlight
Trick play controls, playlist carousel, multi-resolution (std, full, widescreen)Social / Viral – email a friend, embed code for bloggers, post to social networks (MySpace, Facebook, etc.)Video playback, ad insertion & meteringDRM support
• Catalog & channel browser widgets for embedding
• Download app provides offline experience
• Full SDK for customization
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Cisco Public 43© 2010 Cisco and/or its affiliates. All rights reserved.
• Service providers expand on-demand/linear solution to unmanaged devices
• Digital Media: TV Shows/Seasons, Movies/vDVDs, Music, Apps etc.
• Linear, On-Demand, “My Digital Locker” (tie in to VSP & Linear module)
• State/history/ personalization in the cloud
“iPad Companion App” enhances collaboration between Cisco STB/Gateway and 3rd Party devices
• Enhanced social networking integration
• Full SDK to allow for both light & deep customization
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Cisco Public 44© 2010 Cisco and/or its affiliates. All rights reserved.
• Service providers can expand their on-demand/linear solution to unmanaged devices, driving premium consumption and providing solution parity with competition
• Digital Media: TV Shows/Seasons, Movies/vDVDs, Music, Apps etc.
• Linear, On-Demand, “My Digital Locker”(tie in to OpenCASE & Linear module)
• State/history/ personalization in the cloud
• Client side playlist creation/management
• “Companion App” enhances collaboration between Cisco STB/Gateway and 3rd Party devices
• Enhanced social networking integration
• Full SDK to allow for both light & deep customization
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Cisco Public 45© 2010 Cisco and/or its affiliates. All rights reserved.
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Cisco Public 46© 2010 Cisco and/or its affiliates. All rights reserved.
• Connection Management – Scalable connection management for XMPP and WebSockets sessions
• Messaging – Multiprotocol messaging and translation
• Identity – Maintenance of device and subscriber identities for message routing and notifications
• Services Infrastructure – Enables device signon, provisioning, service discovery/registration, and service/app orchestration leveraging XMPP and WebServices
• Instrumentation/Auditing – Enables accounting, billing, analytics, and reporting
• NMS Interface – Exposure of instrumentation data and system performance via SNMP
• Administrative/OSS Interface – Administrative UI and exposure of key functions through programmatic APIs
• Data Store – storage for core Conductor functions
Network Service API (XMPP, Web Services)
1W STB
Legacy Controller
2W STB GW STB PC/Mac Tablet Phone
Network Client API (XMPP, Web Sockets, Web Services)
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 47
5 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 Foundation1 IP Core with Optical - Scale IP infrastructure
DOCSIS 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
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Cisco Public 48© 2010 Cisco and/or its affiliates. All rights reserved.
Clients
PC/Mac
Clients
PC/Mac
iPad Tablet
iPhone
Android Smartphone
Android Tablet
Connected TV (Sony, Samsung)
Xbox 360, Wii
Clients
PC/Mac
iPad Tablet
iPhone
Android Smartphone
Android Tablet
Connected TVs (Sony, Samsung)
Clients
PC/Mac
iPad Tablet
iPhone
Android Smartphone
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Cisco Public 49© 2010 Cisco and/or its affiliates. All rights reserved.
PresenterPresentation NotesThe solution – there is a new way forward......
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Thank you.
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Future of Video�Videoscape�Architecture Overview Videoscape Architecture Overview� � Agenda:Slide Number 3Market DynamicsThe SP Challenge & Opportunity TodaySlide Number 8Experiences Consumers Want Now�But SP’s Struggle to DeliverSlide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Videoscape ExperienceSlide Number 16Cisco Videoscape�Enhancing Medianet ArchitectureSlide Number 18Introducing Videoscape Media Suite Slide Number 20Target Segments Slide Number 22Slide Number 24Videoscape Media Suite: MetadataSlide Number 27Slide Number 28Slide Number 29Videoscape Media Suite: EntitlementSlide Number 31Slide Number 33Slide Number 34Slide Number 38Client Portfolio�Slide Number 40IP Managed Services Home Gateway�Multi-use OptionsSlide Number 42Slide Number 43Slide Number 44Slide Number 45Slide Number 46Preserving the Value of Current Investment�5 Phase Deployment Blueprint: OPTIMIZE & MONETIZESlide Number 48Videoscape DemoSlide Number 50Slide Number 51Slide Number 52