Could or not to Cloud, that is the question! Nick Fielibert CTO, Video Technology, SP EMEAR Drivers for Change Technology Business • More devices and screens • Content rights evolve • Ubiquitous and smarter • Devices (and UX) lead networks loyalty • Better video quality • Improved service agility • General Purpose Computing • New business relationships • Elastic Compute Power in the network • The Home gets a new focus and competition (OTT) Consumer • The omnipresent nature of content • Story-telling from device to device, place to place • Make it easy for me AND fun • Minimize the pain of paying, and protect my personal data • Give me the best experience possible (highest ROI) • Want new experiences faster (4K TV) © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Business Priorities For Video Service Providers Increase Revenue Deliver Compelling Video Experiences - Faster • Differentiate with new services • Capture new business opportunities • Anywhere, on-demand, social and personal experiences Enhance Agility Orchestrate, Automate, Simplify • Flexible resource provisioning to respond to dynamic requirements (demand spikes) • Accelerate business time-to-market: turn on services @ Internet speed • Adapt to changing business models: evolving content rights, new consumption patters Lower Costs Deliver More - with Less • Scale capacity to support business: more content, resolutions, screens, users • Reduce deployment risk and time • Improve resource utilization: reduce data center footprint, power and cooling costs © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Utilizing Cloud capabilities can help operators to move to this sweet spot: offer breadth, fast time-to-market and scalability Cloud Proposition Unified Services Remove information silos Enable instant access to all content sources anywhere Scalable Economics Save on CPE development Flexible on-demand pricing Centralized management Web Integration Social network integration Personal recommendations Targeted Advertisements Real Time Updates Efficient, real-time analysis Improves insight and decision making Scalable Infrastructure Faster Time-to-Market Robust server infrastructure Faster deployment of new features on more devices Reliable and consistent quality of service © 2013-2014 Cisco and/or its affiliates. All rights reserved. Reduced development cycles Cisco Confidential 4 Compelling Video Experiences Transforming Video To The Cloud Video Video Processing Transformation Today Virtualized Live Xcode Live Xcode Live to VOD IOS VOD cDVR Xcode Encrypt Capture Capture Ad Splice Playout Encrypt Playout Encrypt Capture Encrypt cDVR Xcode Capture Encrypt Ad Splice Xcode Playout Playout Ad Splice Orchestration Virtual Functions Playout Infrastructure Time to market agility IOS VOD Applications Orchestration Xcode Live to VOD Compute Storage Network Live to VOD in minutes OpEx 50% improvement CapEx 35% improvement Video Services Transformation Today Cloud Powered, Thin Client Head End Software Client Software Example Time to market & agility Revenue impact Cloud Software Comcast Continuous integration/daily upgrades Quarterly Subscriber losses transformed to gains Impact on platform: Traditional Approach RTSP, HTTP VOD Metadata Linear Metadata Data Plane MPEG TS Streamer © 2013-2014 Cisco and/or its affiliates. All rights reserved. Application suite: • EPG • VOD • Search • DVR • Parental Control • Etc. A/V Player Client (CE/CPE) Server (HE/Cloud) Control Plane Cisco Confidential 9 Thin Client Architecture HTML5 hosted UI HTML5/CSS3… Browser (app) Backend services REST/JSON Data Plane MPEG TS/ABR/HTTP/RTSP/… Streamer JS A/V Player Client (CE/CPE) Server (HE/Cloud) Control Plane Thin clients drive to all IP and is also the best way to converge between Cable and DSL/Fiber access © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Thin Client Architecture • • • • Cloud driven, multi-device product UX Customizations – brand & extensions Sandboxed apps – run, upgrade independently Open APIs – enable 3rd party development • Multiple device OS Examples: RDK, Android, IOS • Managed and unmanaged devices • Application Framework Device Platform Device Virtual CPE: Thick Cloud / Thin Client Approach Graphics Rendering Security Tuner Management Application Server Catalog Management RDK Client Cloud Media Player Local Record Parental Control Power Management Device Management Channel Map Disk Space Management Planner Management Record Management Cloud Record Home Network Topology User Profile and Provisioning Where Implementation Resides © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 Metadata Widget UX Template UX Definition Content Management STB Identity Management Offer Management UI App Client Messaging Provisioning 3rd Party Applications Customization Device Management Customization cDVR Agg API Recommendations UX Engine Backend API Metadata Engine Catalog Management Policy and Resource Management Content Protection Apps Apps CMAF UX API HW Template © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 Can a CE, unmanaged device deliver? Continued explosion in video-capable devices Different device classes following different performance/capability trajectories The challenges • Fragmented market • Fast-moving market • CE manufacturers have a different agenda • Security (DRM) • Recording and distribution in the home © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 So what is the solution? • The set-top box! • Set-top fulfills the role of providing the best possible Quality of Experience to the subscriber • Augmented by other unmanaged devices in the home • Are they changing? • Yes, greatly • Form factor, connectivity, performance, memory, graphics, etc. • Not to mention software environments… © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Summary OTT providers are on the hunt! SP’s will have to bring Opex/Capex in line with the new competitors Service velocity by deploying Thin SW stacks with applications moving to the cloud Control of device and device SW is the only way to guarantee QoE and Scalability © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Thank you.
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