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Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved. 1
Novosti u Cisco Video portfoliu
Marko VukadinovićSystem Engineer
16. Jun 2011.
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Cisco Videoscape
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© 2010 Cisco and/or its affiliates. All rights reserved. 3
20%
CE/Over The Top
Izgradnja ekosistema za aplikacije i sadržaj
Novi pretplatni streaming servisi
Service Provider
Multi-screen ponuda postaje osnovna ponuda
Partnerstva i vertikalne intergracije
Povećava se odlazak korisnika i cena njhovog
zadržavanja
Broadcaster-i
i Media
Nova platforma za distribuciju & interaktvini
sadržaj –Sky Sport TV na iPad-u /
RTL na iPhone-u & iPad-u
Hybrid Broadcast Broadband TV: HbbTV
Novi poslovni modeli –Hulu prihod za 2009: $100M
Prihod za 1vu polovinu 2010: $100M
Ponašanje
korisnika
Netflix = 20% US downstream internet saobraćaja u peak-u
Online Video Snacking 11.4 sati mesečno
Video = 91% korisničkog IP saobraćaja do 2014
Prepoznavanje brand-a
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© 2010 Cisco and/or its affiliates. All rights reserved. 4
Multi-screen
TV ugođaj
Web 2.0
na TV/STB
Online sadržaj
na TV/STB
Intuitivni jedinstveni sistem
za navigaciju za sve
sadržaje
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© 2010 Cisco and/or its affiliates. All rights reserved. 5
Cloud KlijentMreža
Cisco Nexus familija
Cisco UCS familija
Cisco Cius, mobilni klijenti
Cisco IP STB-ovi & Gateway-i
Cisco CRS & ASR familija
Cisco CDS familija
Videoscape Media Suite
Cisco Media Processor i Transcode
Manager Solutions
Videoscape Media Gateway-i
Videoscape IP STB
Videoscape soft klijenti
Videoscape AVSM Module
Cisco Videoscape
Mobile Video Gateway
Mobile CDNContent Adaptation Engine
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© 2010 Cisco and/or its affiliates. All rights reserved. 6
Videoscape -Dom
Connected TV, PC &
TabletSoft Client
VideoscapeIP STB
LegacyRF STB
LegacyIPTV STB
Content Distribution
Media Acquisition
U pokretu
Smartphone/ Tablet
Soft klijent
Notebook & Tablet
Soft klijent
Media GW
3G/4G
& WiFi
Cable,
xDSL,
FTTH, 4G
ConductorManager
sesijaManager konekcija
Service / Proximity Routing
TV Prograni
Kontrolisani VOD
Linear TV
Over-the-top VOD
Media Suite
Workflow kontrola
BillingSubscriber
Mgmt
EPG/Catalog
CDN segment(Core / Aggr
Routing)
CDS Cache
CDN segment(Data Centar)
CDS Content Acquirer
Virtual Origin servisi
Edge Routing & Caching segment
CDS Streamer
ASR9K (Video Service Module)
Mobile Content Adaptation Engine
Unified CMS
Publisher
Entitlement
End to End System Management
Store Front
Nepoznato
Manager ureĎaja
Manager upozorenja
Klijentske tehnologije
ASR5K MobileVideo GW
Live / Linear On-Demand
…
Cloud DVR
CompanionCross Screen
Videoscape servisi
IP Video kompresija
Encapsulator / ABR Packager
Napredni Advertising
Društvene mreže
PreporukeIzveštaji
& Analize
…
Provider sistemi
OTA/Sat/Network
Virtual STB (Cloud UI)
AS Series Media
Processor-i
Cisco Transcode Manager
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Videoscape Media Suite pregled proizvoda
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© 2010 Cisco and/or its affiliates. All rights reserved. 8
Ubrzanje RazlikovanjePrelazak na multi-screen IP Video ponudu
Fleksibilan, JumpStart Tool Kit na raspolaganju,
preintegrisan
U odnosu na konkurenciju i OTTnpr. Multi-screen Multi-content Entitlement
Virtual DVD
Carrier grade “cloud” platforma
• Upravljanje, objavljivanje i monetizacija raznih tipova sadržaja
• Uključuje CMS, offer management, multi-screen entitlement,
publisher, klijente
• Za različite ekrane: TV, PC, tableti, mobilni ureĎaji
Jedinstveni izgled za različite tipove sadržaja na
različitim ureĎajima i mrežama
Ciljano pravljen proizvod za SP i Media kompanije za:
Proveren : 4 od top 5
severno američkih
telekoma,
2 od top 5 studija
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© 2010 Cisco and/or its affiliates. All rights reserved. 9
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© 2010 Cisco and/or its affiliates. All rights reserved. 10
Content
ManagementEntitlement Publishing
Client
Technologies
• Različiti formati za sadržaj
• Sofisticirano kreiranje
bundle-ova sadržaja
• Prilagodljiv metadata model
• Metadata normalizacija
• Proširiv workflow
• Transcoding i enkripcija
• Isporuka na CDN
• Kreiranje Product/Offer
pravila
• Pretplata, rentiranje,
ponuda bazirana na
reklamama…
• Konfigurabilne entitlement
provere pre autorizacije
• Multi-DRM framework
• Customer Care
funkcionalnost
• Player Framework
i Widget-i
• Streaming & Download
• Dobijanje DRM licenci
• Upravljanje bibliotekom
• Integracija sa Ad
mrežama
• Agregacija feed-ova &
harmonizacija
• Multipoint publishing
kataloga
• Konfiguracija kategorija
• Objavljivanje playlist-a
• Search i Rating
• Merenje i izveštaji
CMS Entitlement Publisher
API/Web servisi
OSS/BSS
Player-i
I Widget-i
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Media Processor familija
Pregled proizvoda
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© 2010 Cisco and/or its affiliates. All rights reserved. 12
• Univerzum korisničkih ureĎaja koji se konstantno širi
• Kvalitet ugoĎaja krajnjeg korisnika
• Monetizacija
• Zaštita
• Pouzdanost i robustnost sistema
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© 2010 Cisco and/or its affiliates. All rights reserved. 13
• HD video za bilo koji ureĎaj, bilo gde, preko bilo
koje IP mreže
• Jedno rešenje za adresiranje “N” ekrana
• Adaptive Bit Rate (ABR) omogućava kvalitet
ugoĎaja krajnjeg korisnika
• Istorijat prvih implementacija u industriji
• Strateška partnerstva za ključnim tehnološkim
partnerima
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© 2010 Cisco and/or its affiliates. All rights reserved. 14
Cisco’s Media Processor familija
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© 2010 Cisco and/or its affiliates. All rights reserved. 15
• Generisanje ABR
• Očuvanje visokog kvaliteta videa
• Sinhronizacija stream-ova
• Dodavanje metadata
• Multi-format enkapsulacija
Management
konzola
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© 2010 Cisco and/or its affiliates. All rights reserved. 16
Adaptive Transport Stream-ovi
Stream 1 1280x720 3000 Kbps
Stream 2 960x540 2400 Kbps
Stream 3 848x480 1800 Kbps
Stream 4 848x480 1200 Kbps
Stream 5 702x400 800 Kbps
Stream 6 512x288 500 Kbps
Stream 7 400x224 200 Kbps
Stream 8 400x224 110 Kbps
Live Video izvor
AS Series Media
Processor
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© 2010 Cisco and/or its affiliates. All rights reserved. 17
AS Series
Media
Processor
Streaming
Media Server
Krajnji
korisnik
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© 2010 Cisco and/or its affiliates. All rights reserved. 18
2s 6s4s 8s 10s 12s 14s 16s0s3M
2.5M
2M
1.5M
1.2M
800k
600k
400k
Raspoloživi kapaciteti mreže
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© 2010 Cisco and/or its affiliates. All rights reserved. 19
EnkodovanjeFragmenter/
Enkapsulator
Adaptive Transport
Stream-ovi
MPEG2 TS arhiva
Stream 1 1280x720 3000 Kbps
Stream 2 960x540 2400 Kbps
Stream 3 848x480 1800 Kbps
Stream 4 848x480 1200 Kbps
Stream 5 702x400 800 Kbps
Stream 6 512x288 500 Kbps
Stream 7 400x224 200 Kbps
Stream 8 400x224 110 Kbps
Video izvorStream 1Stream 2Stream 3Stream 4Stream 5Stream 6Stream 7Stream 8
Stream 1
Stream 2
Stream 3
Stream 4
Stream 5
Stream 6
Stream 7
Stream 8
Stream 1
Stream 2
Stream 3
Stream 4
Stream 5
Stream 6
Stream 7
Stream 8
Stream 3
Stream 4
Stream 5
Stream 6
Stream 7
Stream 8
Stream 1
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© 2010 Cisco and/or its affiliates. All rights reserved. 20
D9036Broadcast encoder
MPEG2 TS
STB
SDI
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© 2010 Cisco and/or its affiliates. All rights reserved. 21
Smooth
Flash
iPhone
D9036Broadcast encoder
MPEG2 TS
STB
AS Series Media Processor
SDI
DCM
ASI
ATSC
DVB
MPEG2 TS
Ciscovo rešenje se prirodno nadovezuje na postojeće arhitekture
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© 2010 Cisco and/or its affiliates. All rights reserved. 22
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Media
Server
Opis:
• 8 izlaznih stream-ova se
balansiraju sa vremenskom,
GOP i frame sinhronizacijom
Prednosti:
1. Veći broj stream-ova
2. Omogućava se veća
pouzdanost
Copyright © 2010 Inlet Technologies. All Rights Reserved
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© 2010 Cisco and/or its affiliates. All rights reserved. 23
23
Ugao kamere 1
Ugao kamere 2
Ugao kamere 3
Ugao kamere 4
Ugao kamere 5
HD izvor
SD izvor
SD izvor
SD izvor
SD izvor
Backup
Encoder
Timecode
Copyright © 2010 Inlet Technologies. All Rights Reserved
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© 2010 Cisco and/or its affiliates. All rights reserved. 24
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© 2010 Cisco and/or its affiliates. All rights reserved. 25
AS Series
Media
ProcessorWindows IIS
Server
Playready
Platforma
Korisnički PC
Playready
enkriptiovani
media stream
Live Video
Playready
enkriptovani
media stream
1. Media Processor kreira web service upit prema Playready platformi
2. Playready platforma odgovara sa informacijama uključujući i ključ
3. Media Processor enkoduje i enkriptuje stream i šalje ga na IIS server zajedno sa Playready header-om
4. IIS server šalje stream krajnjem korisniku zajedno sa Playready header-om
5. Player krajnjeg korisnika čita Playready header i šalje upit Playready platformi
6. Playready platforma proverava prava korisnika za pristup šalje ključ za dekriptovanje
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© 2010 Cisco and/or its affiliates. All rights reserved. 26
Tradicionalna broadcast
distribucija (kablovska, satelitska,
radio talasi)
Broadcast feed sa reklamom
ABR enkodovani feed sa novim ad
markerima
IP isporuka
OTT na STB sa ad kampanjom
OTT na Desktop sa ad kampanjom
OTT na Mobilni sa ad kampanjom
Današnji modeli monetizacije
AS Series Media Processor
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© 2010 Cisco and/or its affiliates. All rights reserved. 27
MPEG 2TS w/
SCTE 35 Cue
porukom
Ubacvianje slate-a
Ad Server
1
3
5Marker
4
1. Prepoznavanje reklame
2. Izbacivanje reklame
3. Ubacvianje prilagodjenog
slate-a
4. Markiranje reklamnog trenutka
5. Ubacivanje nove reklame
2
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Cisco Transcode Manager
Pregled proizvoda
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© 2010 Cisco and/or its affiliates. All rights reserved. 29
• Video predstavlja 40 procenata Web saobraćaja danas.
• VoD saobraćaj će se udvostručavati svake dve i po godine do 2014.
• Očekuje se da video bude 64 procenata mobilnog data saobraćaja u 2013.
Video isporuka će rasti u okviru svih metoda distribucije.
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30© 2010 Cisco and/or its affiliates. All rights reserved.
• Rentiranje diskova u radnjama palo je za 10 procenata u 2009 na $5.1milij.
• Dodatni pad od $4.6milij. je očekivan do 2014.
• Kablovski Video-on-Demand (VoD) prihod je dostigao $1.2 milijarde u 2009, što je povećanje od 20 procenata u odnosu na prethodnu godinu.
• Očekuje se rast premium video download i streaming segmenata sa $2.3milij. na$6.3milij. Za pet godina.
Prihodi u radnjama opadaju; premium Video-on-Demand prihodi se povećavaju
0
2
4
6
8
2008 2014
Rentals
Online
Prih
od
i u
mili
jard
am
a
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© 2010 Cisco and/or its affiliates. All rights reserved. 31
Transcode Manager je automatizovani način za povećanje
prihoda kroz servis isporuke sadržaja na bilo koji uređaj
Podrška za popularne ulazne i izlazne
formate, uključujući i H.264/AVC
I Adaptive Bitrate (ABR)
File-based transcoding platforma
Visoki nivo automatizacije, mali broj touch instanci,
end-to-end (E2E)
Skalabilno softversko rešenje za distribuirano enkodovanje
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© 2010 Cisco and/or its affiliates. All rights reserved. 32
Mozak Transcode Manager-a – procesiranje svih
naloga, monitoring watch folder-a i čvorova,
čuvanje template-a i logovanje dogaĎaja na
sistemu.
Motori Transcode Manager-a – izvršavanje svih
zadataka, kao što su analiza, enkodovanje, prvera
kvaliteta i isporuka, koje zatraži Server kako bi se
kompletirao odreĎeni zadatak (Work Order).
Čvorovi mogu biti konfigurisani kao Analysis,
Encoding, i/ili Post-Encode.
Klijent
Server čvor
Encoding čvor
Post-Encode čvor
Analysis čvor
Grafički korisnički interfejs (GUI) Transcode
Manager-a. Sve funkcije klijenta se mogu
kontrolisati kroz API.
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© 2010 Cisco and/or its affiliates. All rights reserved. 33
Analysis
• OdreĎivanje izvora
• Omogućavanje auto-routing-a
Encode
• Distribuirani i Multi-thread
• ABR transkodovanje
Post-Encode
• Provera kvaliteta
• ABR Generisanje
• Pakovanje & Isporuka
Server
API nivo
Klijent
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© 2010 Cisco and/or its affiliates. All rights reserved. 34
• Work Order definiše workflow, dodeljuje raličite template-e i generiše Adaptive
Bitrate (ABR) fajlove.
• Elementi su povezani sa logikom odlučivanja za automatizaciju procesa.
Decision Logic Example
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Integrated Service Module
Pregled proizvoda
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© 2010 Cisco and/or its affiliates. All rights reserved. 36
ASR 9000 in Videoscape ArchitectureOptimizovan za fiksne i mobilne mreže
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© 2010 Cisco and/or its affiliates. All rights reserved. 37
ASR 9000 Medianet Edge Router
Hi-Def & DVR
IPTV
VoD & interaktivna TV
Optimizovana isporuka CDS VOD i Internet
Streaming, Caching, Fixed-Mobile konvergencija
Skalabilnost i performanseSuperiorni Multicast sistemdizajn, multi-dimenzionalna
skalabilnost
Quality of ExperienceVideo Monitoring, VAMSVeoma skalabilni QoS
Uvek - ONIOS-XR pouzdanost,
MoFRR, Live-Live
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© 2010 Cisco and/or its affiliates. All rights reserved. 38
ASR 9000 Video Optimized TransportFleksiblan, pouzdan, upravljiv
Video distribucija,
IPTV, Cable
Contribution
Enterprise,
Wholesale
IP PIM
P2MP MPLS-TE
mLDP L3/L2 VPN
Sub second
< 500ms
0 Loss Live-Live
IOS-XR IGP i
PIM Fast
Convergence
Convergence Time
~50ms Flow base MoFRR
ISIS/OSPF prefix
prioritizacija
PoPDCM
MSE
P
P
MRV 0% MRV -10%
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© 2010 Cisco and/or its affiliates. All rights reserved. 39
Cisco Content Delivery Systems
Entertainment Servisi
Prihavata sadržaj u različitim formatima sa raznih izvora Live i On-Demand
Nezavisno skaliranje Content Delivery funkcionalnosti – adaptiranje na bilo
koju mrežnu topologiju
Veoma malo kašnjenje propagacije On-Demand sadržaja i Real-Time aplikacija
Intelligentno rutiranje servisa za globalno rutiranje i za proširenje servisa
Garantovanje non-stop dostupnosti servisa kroz napredne funkcionalnosti
za pouzdanost
Objavljeni
sadržaj
Content Library /
Acquirer niz
Caching
čvorovi
Programming Internet
sadržaj
Caching
čvorovi
Streamer
nizovi
Entertainment Servisi
Centralizovani
prijem i
skladištenje
Skalabilan
Caching nivo
(CDN)
Optimizovani
Edge
Streaming
On-Net Off-Net
Service
Router
ASR9K
ISM
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© 2010 Cisco and/or its affiliates. All rights reserved. 40
CDS aplikacijski
domen
•Linux
•Content Acquiring,
Caching i Streaming
•MPEG2 ,H.264 i drugi
formati
•Upravljanje korisnicima
•Upravljanje aplikativnom
redudansom
•Cache Read/Write
IOS-XR Router
domen
•IOS-XR
•Control Plane
•Data Forwarding
•L3, L2
•IRB
•Hardware Management
Odvajanje aplikacijskog i IOS-XR
nivoa omogućava
veoma skalabilne i fleksibilne video
servise
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© 2010 Cisco and/or its affiliates. All rights reserved. 41
Podrška na ISM
Cross Platform CDS
Manager
MediaXRTI Control for Time-shift TV
VQE Client & ServerIPTV & VoD Error Repair &
Rapid Channel Change
Content
Acquisition,
Ingest, Cache,
& Storage
Content Acquirer*Live and On-demand Internet
Content Acquisition
TV Streamer Advanced on-demand &
scheduled MPEG streaming
Caching NodeDedicated, massively scalable,
multi-protocol Caches
Internet StreamerMulti-protocol Internet Content
Download & Streaming to PC &
mobile
Service RouterLocation Control & Load Balancing
Services & n-Screen Extensions
Content
Edge
Cache &
Streaming
Intelligent
Service Routing
Video NavigatorVoD Catalog & Advanced
Navigation
Content LibraryLive & On-demand Multi-protocol
Content Ingest and Storage
Content
applications &
management
NPS Proximity EngineNetwork proximity services and API
* On ISM for CDS-IS only
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© 2010 Cisco and/or its affiliates. All rights reserved. 42
ASR9K and ISM – Optimized Steaming Edge
Entertainment Servisi
Objavljeni
sadržaj
Content Library /
Acquirer nizovi
Caching
čvorovi
Programming Internet
sadržaj
Caching
čvorovi
Streamer
nizovi
Entertainment Servisi
On-Net Off-Net
Service
Router
ASR9K
ISM
ASR9K
ASR9K
ASR9K Distribution nivo
• veoma skalabilni transport
• visok nivo redudanse
ASR9K Streaming edge
• 1-2 ISM po sistemu,
•40-80G po slotu
• Redudansa Intra i Inter-chassis
• Iskorišćenje postojećih raspoloživih slotova u ruteru
• Optimizacija korišćenja bandwidth-a na distribution / core nivoima
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Cisco Mobile Optimized Video Expirience
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© 2010 Cisco and/or its affiliates. All rights reserved. 44Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved.
AAA and PCRF
RAN
RAN
ASR 9000MWR
ASR 9000MWR
Internet
OffloadLibrary
Cache
Content DeliveryNetwork(CDS)
Cisco CDSCatalog DistributionContent Pre-Position
Service
Router
CDS
Manager
Distributed Central
RADIUS
Diameter
Mobile Video Gateway 1
(MVG)
Cisco® ASR 5000Video Edge Functions
Policy Assignment
Distributed
Mobile Video Gateway 2
(MVG)
Distributed
Policy Enforcement
Policy Enforcement
Video and Net Adapt
Video and Net Adapt
Cisco UCSTranscoding
Offline TransratingCatalog Mgt
OTT
Internet
Walled
Garden
Broadcast
Content Adaptation
Engine(CAE)
Central
VoD
Local
Cache
Local
Cache
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© 2010 Cisco and/or its affiliates. All rights reserved. 45Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved.
AAA and PCRF
RAN
RAN
ASR 9000MWR
ASR 9000MWR
Internet
Offload
RADIUS
Diameter
Mobile Video Gateway 1
(MVG)
Cisco® ASR5KVideo Edge Functions
Policy Assignment
Distributed
Mobile Video Gateway 2
(MVG)
Distributed
Policy Enforcement
Policy Enforcement
Video and Net Adapt
Video and Net Adapt
• Video Pacing – smanjenje količine video download-a koji se ne gledaju
• TCP Optimizacija – dinamičko prilagođenje TCP parametera za smanjenje kašnjenja i povećanje protoka
• Video Traffic Steering (DPI) –Slanje samo video saobraćaja u video segment arhitekture za smanjenje opterećenja tog segmenta
• Online Transrating – Smanjenje potrebnog video bandwidth-a u relanom vremenu uklanjanjem frame-ova
• Profile Mgt (policy) – Izbor optimalnog video sadržaja zasnovan na korisničkom uređaju, polisi i mreži
• HTTP Proxy – Upravljanjeredirekcijom za pružanje optimalnog video sadržaja
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© 2010 Cisco and/or its affiliates. All rights reserved. 46
AAA and PCRF
OTT
Internet
Walled
Garden
Broadcast
Content Adaptation
Engine(CAE)
Central
VoD
Cisco UCSTranscoding
Offline TransratingCatalog Mgt
• Bulk Transcoding – Izbor video
codec-a prilagođenog mobilnom
uređaju
• Bulk Transrating – Smanjenje
video protoka korišćenjem
decoding i re-encoding procesa
• Transwrapping – Promena tipa
video file-a za prilagođenje
formata podrćanog na mobilnom
uređaju
• Catalog Management – Isporuka
optimalne verzije videa prema
uređaju, korisničkoj polisi i mreži
• Video Streaming priprema –
Segmenteranje sadržaja za
Adaptive Bit Rate Streaming
RAN
RAN
ASR 9000MWR
ASR 9000MWR
Internet
Offload
Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved.
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© 2010 Cisco and/or its affiliates. All rights reserved. 47Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved.
Instrumented
RAN
Instrumented
RAN
ASR 9000MWR
ASR 9000MWR
Internet
OffloadLibrary
Cache
Content DeliveryNetwork(CDS)
Service
Router
CDS
Manager
Distributed Central
Local
Cache
Local
Cache
• Centralni Caching –Skladištenje svog trankodovanog sadržaja kako bi se izbeglo ponovno transkodovanje
• Distribuirani Caching –Pomeranje transkodovanog sadržaja bliže korisniku
• Distribucija kataloga –Isporuka optimalne verzije videa zanosnovano na uređaju, korisničkoj polisi i mreži
• Postavljanje sadržaja –pomeranje transkodovanog sadržaja na optimalnu lokaciju
• Video Streaming – Podrška za Adaptive Bit Rate Streaming
AAA and PCRF
Cisco CDSCatalog DistributionContent Pre-Position
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© 2010 Cisco and/or its affiliates. All rights reserved. 48
Upravljanje sadržajem i monetizacija
Izvori
sadržajaPrijem sadržaja, adaptacija i distribucija
Korišćenje
sadržaja
V VVV
VV
VV
VV VV
V VV
VFC
Cable
Fiber
xDSL
Mobile
Video Data Center
Content Delivery
System
IP / NGN
NGN Edge
Upravljanje sadržajem
Objavljivanje sadržaja
Kreiranje ponuda
Licenciranje sadržaja
Monetizacijasadržaja
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Thank you.