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Over the Top. 2012 ACE School and RUS Symposium. Sam Harlan, P.E. Vice President Engineering CHR Solutions, Inc. Over the Top Services.

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Over the top

Over the Top

2012 ACE School and RUS Symposium

Sam Harlan, P.E.

Vice President Engineering

CHR Solutions, Inc.


Over the top services
Over the Top Services

  • Over-the-top is a general term for a service offered over a network that is not offered by that network operator. It's often referred to as "over-the-top" because these services ride on top of the service you subscribe to and does not require any business or technology affiliations with a network operator.*

  • *itvdictionary


Ott devices
OTT Devices

  • TiVo

  • AppleTV

  • GoogleTV

  • Microsoft Xbox 360

  • Amazon Fire

  • Nintendo Wii

  • Playstation

  • Roku

  • Vudu

  • Some HDTV Sets – 25% world wide have capabilities

  • Some DVD/BluRay Players

  • PC, Tablets and Smartphones


Content
Content

  • Netflix - $7.99/month streaming – older releases

  • Amazon Prime – $79 per year = $6.59/month

  • Rhapsody

  • Flickr

  • Twitter

  • VUDU – Walmart $1.00 to $5.99 per video. No subscription

  • Hulu - free

  • Hulu + - $7.99

  • YouTube – UGC free

  • iTunes - $3.99 to $5.99 per video no subscription



How large are the files
How Large are the Files?

  • A 2 hour Standard Definition Movie is about 2 Gig.

  • A 2 hour High Definition Movie is about 4 Gig.

  • U.S has > 23 million subscribers

  • In total, Netflix has over 1 Petabyte of data stored on Amazon, and the data are sent to content delivery networks (including Akamai, Limelight, and Level 3) that feed the content to local ISPs.*

  • OTT Downloads are large, generally occur between 7:00 PM and 10:00 PM when traditional web traffic is high.

    *Netflix



How is ott consumed
How is OTT Consumed?

  • Viewing Devices

    • Movies on Large Displays

    • PC’s

    • Tablets

    • Mobile Phones – 3G and 4G LTE

  • Locations

    • Home

    • Hotels

    • Airports

    • Mobile

    • Tractors


How many connected devices
How Many Connected Devices?

  • Over-the-Top (OTT) video entertainment via broadband connections is set to nearly triple from 2011 to 2015.

  • By 2015, OTT capable product shipments are anticipated to rise to 731 million units, up from 258 million in 2011, according to IHS iSuppli Consumer Platforms.

  • OTT capable devices are projected to reach 384.8 million units, up nearly 50 percent from 2011.

  • The expansion this year of the OTT market comes on top of a remarkable 68 percent increase in 2011.


How to monetize ott
How to Monetize OTT?

  • Compete for the Broadband Pipe

  • Local Content using a web portal or VOD server

    • High School Sports

    • Community Plays

  • Paid Local Content via PPV

    • Relatives in Distant Areas

  • Manage the Entertainment Experience

  • Any Other Options?


Summary
Summary

  • OTT is not going away, many devices and many providers

  • Movies and TV Shows are vastly different than web browsing

  • Large payloads

  • Poor quality is very apparent

  • Move toward streaming instead of downloading

  • Usage is usually during Prime Time

  • OTT usage is increasing

  • Quantity of Devices and Displays are increasing

  • Greatest Increase in Mobile (SmartPhones and Tablets)

  • MUST MANAGE BANDWIDTH and BACKHAUL!!!!!!



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