Future of Video Videoscape Architecture Overview...will allow fans to follow NBA games in...

Cisco Public© 2010 Cisco and/or its affiliates. All rights reserved. 1

Future of VideoVideoscapeArchitecture Overview Admir HadzimahovicSystems Engineering Manager – EME VTG

May 2011

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


CES Las Vegas

Videoscape

http://www.cisco.com/web/solutions/sp/video/index.html?expanded=1�

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

Experience Fragmentation

Diminishing SPNetwork Relevance

Evolving Legacy Infrastructure

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

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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/�

© 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


$

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

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

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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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.


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


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.


Integrated & Consistent

Infinite Content Sources

Managed &Unmanaged

Networks

Managed &Unmanaged

Devices


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


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.


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)


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�


Service Provider

MediaBroadcaster

Target Segments

-Cable

-Telco

Target Segments

-Content Provider

-Content Aggregator

Media SuiteExamples

MarketExample

Paramount Digital Storefront


• 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



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.


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


• 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


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.


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


• 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


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.


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


• 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)


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


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


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


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


• 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


• 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


• 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


• 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)

Con

trol

Su

ite

Con

tent

M

anag

emen

t

Mig

ratio

n

CD

S

Hea

d-En

d


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


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


PresenterPresentation NotesThe solution – there is a new way forward......

Thank you.

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

Future of Video Videoscape Architecture Overview...will allow fans to follow NBA games in...

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