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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????

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Slide2 l.jpg

Building Networks for Delivering IPTV

David Boland,

Sr. Manager, Next Generation Solutions


We will cover maybe not in this order l.jpg
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 l.jpg

1

Broadcast TV

National outlets, local stations,

‘basic cable’

3

High-Speed Internet

Internet Based Video

Subscription Models, Movie Down Load sites,

Indy Film distribution, Video Communities of Interest, Webcasts and Trailers

RG

There are Multiple Sources of Broadband Video

Video

Head-end

Office

2 of these

2

Video on Demand

Latest movie releases, Movie/Syndication Libraries, PVR / Time shifted TV

Video

Hub

Office

10’s of these

Video/Hub

Serving

Office

Customer VLAN

Policy Manager

100+ of these

(local content and advertising)

Internet Video

Broadcast

TV

Cost effectively delivering IPTV content from multiple sources over common infrastructure while ensuring QoE is a significant challenge

VoD


Broadcast tv table stakes services l.jpg

RG

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

No Cost / Low Cost Loss Leader for certain Telco’s, depending on business model, competitive landscape, marketing strategy

Broadcast

TV

1. IGMP

(PPPoE or IPoE)


Video on demand premium service premium pricing l.jpg

RG

Video on Demand:Premium Service, Premium Pricing

  • Greatest Customer Interest:

  • Lifestyle….. Personalized content

  • Greatest $$$$ Generation Opportunities

    • “Long Tail” programming for free…..

    • New releases and classics = $$$

    • PVR = $$$

Video

Head-end

Office

  • “Long Tail” Programs

  • Classic libraries

Video/Hub

Serving

Office

Customer VLAN

Policy Manager

  • Latest releases

  • Top 100

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

1. Unicast request

VoD


Guaranteeing qoe for premium vod services l.jpg

RG

Guaranteeing QoE for Premium VoD services

Justifying $$$ for VoD and PVR……

Video

Head-end

Office

Video/Hub

Serving

Office

Policy Manager

4, Confirm Network Resources

VoD

1, Subscriber requests Movie

5, Enforce BW/QoS

2, Request User Authorization

6, Authorization Granted

3, Activate Service Request

Plug-In ID, Address, BW, Port, Etc.

7, Movie Streamed at Guaranteed

Service Level


Internet based video risks and rewards l.jpg

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

Video

Head-end

Office

Video

Hub

Office

Video/Hub

Serving

Office

Customer VLAN

Policy Manager

Internet Video

RG

Internet Based Video:Risks and Rewards

  • 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…………


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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


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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

Provides foundation for interactive services

Network Architecture is Critical

RG

Broadcast

video

High-speed Internet

Video

On Demand

Internet

Port

IPTV

VoD


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Upon IPTV activation – Broadband Services Router adjusts BW to ensure IPTV QoE, Data allocated remaining bandwidth

Before IPTV is turned on – bandwidth fully allocated to Data/Voice

Customer VLAN shaped to 10Mbps service

RG

Bandwidth:Where its Needed, When its Needed

Video

Head-end

Office

Video

Hub

Office

VOIP

Video/Hub

Serving

Office

IP Video

Data

Policy Manager

Internet Port

  • 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

IPTV

VoIP


Slide12 l.jpg

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 $$

What happens when there is a shift to HDTV?

Migration to interactivity?

RG

Alternative Architectures Fail Because…..

High-speed Internet

Broadcast

video

Video

On Demand

Internet

Port

IPTV

A “Multi-edge” network is actually separate overlays ………

New Service = New Overlay

VoD


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Things to watch out for…… reallocation between services

  • 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


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Summary……… IPTV Design Philosophy reallocation between services

  • 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 l.jpg
Thank you ! reallocation between services


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