CA Cisco IPTV Solution

8/12/2019 CA Cisco IPTV Solution

1/8

Selection Criteria Ratings

Solution Description

Description

Ciscos IPTV solution set consists of three essential elements that Cisco presents as Define, Preserve, and

Realize the IPTV Experience. The Define element consists of the acquisition, processing, encoding, and

managing of video content within the video headend (HE) and the delivery of interactivity enabled through the

Cisco Content Delivery System (CDS). The Preserve element consists of preserving the next-generation video

experience end-to-end - from headend to set-top box (STB) - across the carrier-class, intelligent and video-

aware IP-centric Next-Generation Network (NGN). The Realize element consists of the Cisco customer premise

equipment (CPE) and STB gear that enables the personal and differentiated video experience via the decoding,

decrypting and displaying of media content. The Cisco IPTV Solution Assessment primarily addresses the Define

and Realize elements, which form the essential parts of an IPTV ecosystem.

The Define element includes the Power Vu Model D9850 Program Receiver for the acquisition and conversion of

video from multiple sources such as satellite, off-air and fiber; the Cisco Digital Content Manager (DCM) for the

processing of video signals, including grooming, multiplexing, trans-rating and ad insertion; the Encoder Model

9304-S and Model 9054 HDTV Advanced Compression Encoder for the encoding of video into the MPEG4/H.264

Solution Assessment: Cisco IPTV Solution

Report Date: November 22, 2010

Analyst: Schreiber, Yoav

Service: Hot Topics , Service Provider Infrastructure

Market:Telepresence, Digital Media Infrastructure

Class: IPTV

Current Perspective:

Standard View


2/8

format; and the ROSA EM, ROSA Digital Headend Backup, and ROSA Reporting for the management of the video

headend. SciCare Integration services address the service support and integration aspects. The Cisco CDS

extends an intelligent, network-based platform to deliver customized, interactive, and localized content such as

VoD, nPVR, TV time-shifting, PEG channels and targeted ad insertion.

The Preserve element consists of Ciscos IP NGN proposition which is designed to extend an open, standards-

based architecture to deliver content reliably from the headend to end user devices. The Cisco IP NGN is

promoted as a multiservice platform that delivers high availability, video-aware intelligence, QoS, video

admission control, error repair, improved channel-change time and enhanced multicast capabilities to further

enhance the customer experience. Cisco markets its IP NGN features such as Visual Quality of Experience (VQE)

technology, which provides video application intelligence to deliver video services that use network congestion

avoidance and error recovery.

The Realize element consists of Ciscos home device/CPE products that provide the gateway for personalized

video content and interactive media. This includes Linksys consumer products and the former Scientific-Atlanta

(S-A) family of IP STBs such as the IPN330HD IPTV STB, IPN430MC HD IPTV Media Center and the IPN603MCG

IPTV Series Multi-Stream DVR Gateway. They deliver HD and SD content, PVR capabilities, security and the

ability to stream content to multiple TV sets.

Solution Elements

Solution Elements

Summary

Current Perspective

Ciscos IPTV solution set is competitive with the IPTV solutions of rival vendors. The solutions

strength emanates from Ciscos possession of an integrated and end-to-end video networking solution that is

explicitly linked to the companys routing and metro Ethernet platforms (and increasingly, data center solutions),

which few if any rivals can match without relying on multiple partners. The acquisition and subsequent

integration of Scientific-Atlanta, now the core of Ciscos Service Provider Video Technology Group, significantly

bolsters Ciscos IPTV Solution proposition via the addition of STB, video distribution and video system integration

portfolio assets. Ciscos Advanced Video Services Group effectively leverages the acquired Scientific-Atlanta video

expertise, evidenced by end-to-end systems integration wins at Virgin Media in the UK, VoD launch and

integration wins at ASTER in Poland, as well as providing the service support for over 1,000 digital HEs

worldwide, including over 300 in North America, and supporting over 10,000 uplink channels worldwide. Ciscos

CDS video server platform is one of the few to support multiple protocols, providing a common architecture for

enabling service providers to deliver video content to the three screens, and is leading multiple CDN architecture

efforts to support service provider IP video delivery requirements.

However, Cisco faces challenges with respect to its IPTV solution sales efforts. For instance, Ciscos telco-based

deployment credentials remain limited in comparison to its key service provider infrastructure rivals, such as

Alcatel-Lucent, Ericsson, Huawei, Motorola, Nokia Siemens Networks (NSN) etc. Cisco has also reportedly decided

to terminate its ISDP middleware offering and transition to supporting Microsoft Mediaroom, however, Ciscos

Mediaroom support trails the established presence and expertise of Microsoft partners Alcatel-Lucent and

Motorola. In the video headend/processing market, rivals such as Ericsson, Harmonic and Motorola continue to

make progress and lead the market by advancing their platforms to support ever-increasing video stream

densities as well as new capabilities, such as multi-screen content delivery. In addition, although Ciscos CDS

platform has benefited from the incorporation of Flash technology, (i.e., improved streaming capacity from solid

state drives, and greater cache capacity with larger drives), the CDE 250 still trails most competitors in terms of

solid state cache capacity. Thus, the jury is still out as to how extensively Cisco can emulate its historical and

Element

Head-end Systems/Encoders IPTV Headend Solution

Content Security PowerVu Conditional Access

Content Delivery Systems Cisco CDS

IPTV Middleware IPTV Middleware

STB Range and Interoperability Scientific Atlanta IPTV STBs


3/8

ongoing success in the cable, satellite and broadcaster realms within the telco IPTV realm.

Strengths/Weaknesses

Strengths

Cisco offers an integrated and end-to-end video and content delivery solution that explicitly links Cisco routing

platforms and metro Ethernet platforms with its Service Provider Group products, which position the company as

a strategic provider of digital media solutions. Ciscos IP NGN proposition extends an open, standards-based

architecture to deliver content reliably from the headend to end user devices, enhancing the overall customer

experience with capabilities such as QoS, video admission control, error repair, improved channel-change timeand enhanced multicast capabilities.

The CDS 250 model 2S6 supports 30 Gbps of MPEG and HTTP streaming for up to 8,000 SD MPEG-2 streams

(at 3.75 Mbps each) per two RU chassis, and over 176,000 streams per rack, which is one of the highest

streaming density platforms on the market. With 8 Gbps of ingest capacity, Ciscos CDE 250 model 2S6 can

ingest up to 2,000 simultaneous MPEG-2 SD streams. With the CDE 250s 40 Gbps of I/O, this ingest capacity

does not impact full stream concurrency. Ciscos stream ingest metric leads all rival platforms by a significant

order of magnitude.

Ciscos CDS leverages Ciscos IP Next Generation Network (NGN) architecture, which employs the companys

proven advanced service routing intelligence to bind content delivery to IP network transport. It forms part of

Ciscos medianets strategy for delivering an end-to-end rich media-aware IP infrastructure which can servenearly 2 million emulated IP video subscribers from a single metro PoP, according to a recent simulated test

conducted by European Advanced Network Test Center (EANTC).

Ciscos Advanced Video Services Group possesses more than 55 years of experience in the media industry, and

continues to capitalize on expanding digital media/IPTV integration opportunities. Evidence of continued traction

and momentum for Ciscos Advanced Video Services Group includes end-to-end systems integration wins at

Virgin Media in the UK, VoD launch and integration wins at ASTER in Poland, and supporting Numericables 3-D

consumer service launch.

Ciscos medianets proposition differentiates its IPTV solution from major rivals by effectively articulating how

Ciscos vast portfolio assets can best meet the overall IP networking needs of all video and rich media customers

including service providers, content providers, enterprises and consumers. Ciscos medianets relies on fourdistinct areas of technology and marketing focus, which includes: 1) transforming the video experience; 2) media

aware NGN portfolio enhancements; 3) virtualization of content, infrastructure and services; and 4) monetization

of video services.

Weaknesses

Cisco, primarily via its video networking assets and related IP NGN assets, possesses undeniable credibility

within the cable space for scaling video applications and has already made further strides within the telco space.

However, IPTV solution rivals will continue asserting that the jury is still out as to how much influence and

significance Cisco will achieve within telco IPTV launch and scaling efforts vis--vis their own IPTV/IP video

solutions.

While Cisco has benefited from the incorporation of flash technology (i.e., improved streaming capacity fromsolid state drives, and greater cache capacity with larger drives), the CDE 250 platform still trails most

competitors in terms of solid state cache capacity.

With the market priorities shifting towards the support of multi-screen video, Ciscos video headend processing

capabilities lag market requirements as well as several rivals (such as Envivio and Harmonic), in terms of

supporting mobile and Web transcoding technologies and format/container conversion capabilities required to

prepare video for consumption across multiple screens. Cisco also faces an increasingly emboldened rival in

Juniper Networks that continues to enhance its Ankeena-sourced solution with the MediaFlow Publisher

application for content publishing and preparation.

As a result of Ciscos reported decision to terminate its ISDP middleware offering, the company intends to

transition towards supporting the Microsoft Mediaroom platform. However, the transition to Mediaroom support


4/8

trails established presence and expertise of Microsoft partners Alcatel-Lucent and Motorola.

Ciscos multi-screen content management proposition, which leverages its ExtendMedia acquisition, is

potentially vulnerable to rivals who possess the back-office platforms for managing various operational and

business systems, such as for subscriber and billing management. As a result of this portfolio gap, Cisco is

potentially vulnerable to rival vendors that can create more compelling end-to-end offers with more explicit ties

between video delivery, content management and back-office solutions.

Cisco lacks in-house portfolio assets in the telco access sector today, with the exception of active/point-to-point

(P2P) Ethernet FTTH solutions. Thus, the company remains somewhat vulnerable to the pace of PON/FTTx/VDSL2

deployments influencing/impacting the sales progress of its overall IPTV solution proposition.

Key Selection Criteria

Content Delivery System Scalability STRONG

Benefit Ciscos family of Content Delivery Engines (CDE) are part of the companys software-based,

distributed CDS, which provides a common architecture for supporting multiple on-demand applications, such as

serving video to TVs, PCs and mobile devices. The CDE 250 supports multiple protocols, including MPEG-

2/4/H.264, Adobe FMS, WMT, QuickTime, Microsoft Smooth HD, Apple HTTP Live Streaming and 3GPP. The CDE

250 model 2S6 provides a common platform for both TV on demand and Internet streaming applications.

Benefit The CDS 250 model 2S6 supports 30 Gbps of MPEG and HTTP streaming for up to 8,000 SD MPEG-2

streams (at 3.75 Mbps each) per two RU chassis, and over 176,000 streams per rack, which is one of the

highest streaming density platforms on the market. With 8 Gbps of ingest capacity, Ciscos CDE 250 model 2S6

can ingest up to 2,000 simultaneous MPEG-2 SD streams. With the CDE 250s 40 Gbps of I/O, this ingest

capacity does not impact full stream concurrency. Ciscos stream ingest metric leads all rival platforms by a

significant order of magnitude.

Benefit The CDS leverages Ciscos IP Next Generation Network (NGN) architecture, which employs the

companys proven advanced service routing intelligence to bind content delivery to IP network transport. It

forms part of Ciscos medianets strategy for delivering an end-to-end rich media-aware IP infrastructure which

can serve nearly 2 million emulated IP video subscribers from a single metro PoP according to a recent

simulated test conducted by European Advanced Network Test Center (EANTC).

Benefit The CDE 250 delivers a single platform to support both real-time and on demand (i.e., time shifted)

media services. To reduce overall backbone bandwidth consumption in the network, content is ingested once for

persistent storage in the central library, and then dynamically propagated to regional caches and local

streamers. The Segmented Cache-Fill operation of Ciscos CDE technology delivers sub 500-millisecond latency

from ingest to the network edge, enabling real-time, on demand and online content to be seamlessly integrated

into a single video experience.

Issue Although Cisco, via its video networking assets and related IP NGN assets, possesses undeniable

credibility within the cable space for scaling video applications, and has already made strides within the telco

space, IPTV solution rivals will continue asserting that the jury is still out as to how much influence and

significance Cisco will achieve within the telco IPTV market, e.g., in terms of scaling efforts vis--vis their ownestablished and broadly deployed IPTV/IP video solutions.

Issue While Cisco has benefited from the incorporation of flash technology (i.e., improved streaming

capacity from solid state drives, and greater cache capacity with larger drives), the CDE 250 platform still trails

most competitors in terms of solid state cache capacity. Meanwhile, despite the benefits of improved processing

performance and platform density, converged applications for TV and Internet streaming from a single CDE

appliance remains on the product roadmap.

Head-end Systems Flexibility CONCERNS

Benefit Cisco possesses strong video headend (HE) processing expertise and global deployment credentials.


5/8

Cisco can boast supporting AT&Ts IPTV HE, which is the worlds largest, with 61 VHOs, two SHOs and one of the

largest video operations centers. Cisco has also supported major broadcaster video processing and distribution

of significant events, such as a partnership with NBC for delivery of the 2008 Summer Olympics and the 2010

Winter Olympics.

Benefit Ciscos IPTV solution possesses competitive headend flexibility in areas such as non-stop service

availability, including resilient design and automatic failover, resource pooling and load leveling, and non-

disruptive maintenance. This complements Ciscos marketing emphasis on future-proof aspects such as a

software-centric design that enables new feature additions and upgrades without the need to conduct expensive

video forklifts.

Issue While Cisco continues to make solid progress selling its encoder gear into the market, such as with TV

2 in Norway, products from Ericsson, Harmonic and Motorola continue to lead the broadcast and IPTV encoder

markets. In addition, Ericsson, Harmonic and Motorola continue to make progress advancing their video

headend platforms to support ever increasing video stream densities and evolved capabilities to support multi-

platform content delivery.

Issue With the market priorities shifting towards the support of multi-screen video, Ciscos video headend

processing capabilities lag market requirements as well as several rivals (such as Envivio and Harmonic), in

terms of supporting mobile and Web transcoding technologies and format/container conversion capabilities

required to prepare video for consumption across multiple screens. Cisco also faces an increasingly emboldened

rival in Juniper Networks that continues to enhance its Ankeena-sourced solution with the MediaFlow Publisher

application for content publishing and preparation.

Back-Office Compatibility COMPETITIVE

Benefit Ciscos ROSA video management platform leverages deep experience solving video management

challenges such as the control and monitoring of third-party gear and the effective support of remote

operations. Ciscos ROSA platform supports over 725 devices via SNMP and proprietary protocols to ease overall

back-office integration efforts as well as to demonstrate clear differentiation in the range of back-office

compatibility options.

Benefit Ciscos ROSA management platform offers back-office benefits such as full and automaticredundancy capabilities, ensuring the integrity of the routing of each individual stream, user-friendly network

displays and graphics, robust collection and recording of performance data, and the monitoring and control of all

Cisco and third-party devices.

Benefit The June 2008 DiviTech acquisition bolstered Ciscos video network management platform with a

service-oriented layer that offers IPTV operators and broadcasters an efficient solution that reduces the

complexity in managing the ever-increasing volume of digital content. The DiviTech platform synchronizes and

validates metadata management, ensuring electronic program guide (EPG) accuracy, and it reduces manual

intervention by automating configuration management.

Issue Ciscos multi-screen content management proposition, which leverages its ExtendMedia acquisition, is

potentially vulnerable to rivals that possess the back-office platforms for managing various operational and

business systems, such as for subscriber and billing management. As a result of this portfolio gap, Cisco is

potentially vulnerable to rivals that can create more compelling end-to-end offers with more explicit ties

between video delivery, content management and back-office solutions.

Issue Cisco has reportedly decided to terminate its ISDP middleware offering, evidence that the company

has been unsuccessful in differentiating the platform (or generating revenue). While Cisco intends to transition

to supporting the Microsoft Mediaroom platform, Ciscos end-to-end proposition suffers somewhat from the lack

of its own middleware assets to control and influence subscriber personalization of video experiences. In

addition, the transition to Mediaroom support trails established presence and expertise of Microsoft partners

Alcatel-Lucent and Motorola.


6/8

Security and Digital Rights Management (DRM)

Efficacy

CONCERNS

Benefit Cisco possesses an extensive track record in executing the content security aspects of traditional

cable content offerings. Ciscos STB technology has consistently proven adept at supporting the conditional

access technology required by both legal regulation and MSO network requirements to aid content security

efforts.

Issue Cisco will continue to encounter rival fear, uncertainty, and doubt (FUD) directed at the companyslong historical association with cable conditional access methods and the high-profile piracy and theft of cable

content over the years (i.e., guilt by association). Such challenges will look to frame Cisco as being less nimble

on IPTV security in relation to content security solutions that were purpose-built for IPTV applications in their

origin.

Issue Motorolas acquisition of SecureMedia puts the spotlight on Cisco with respect to how it will evolve its

content security technology to address the growing preponderance of IP-based and multi-screen content

delivery, where software-based technology wields competitive benefits in terms of lower OpEx and greater

deployment flexibility than smart-card alternatives.

Issue While Ciscos Digital Media System and Media Experience Engine (MXE) offers visible watermarking

technology, Cisco has not extended transparent digital watermarking insertion technology to support consumervideo distribution, which is a critical enabler for premium video delivery to subscriber homes (as well as multiple

screens).

IPTV Professional Service Integration Package STRONG

Benefit Ciscos Advanced Video Services Group possesses more than 55 years of experience in the media

industry, and continues to capitalize on expanding digital media/IPTV integration opportunities. Evidence of

continued traction and momentum for Ciscos Advanced Video Services Group includes end-to-end systems

integration wins at Virgin Media in the UK, VoD launch and integration wins at ASTER in Poland, and supporting

Numericables 3-D consumer service launch.

Benefit Cisco differentiates its HE/IPTV service integration package in areas such as video acquisition, video

processing, video encoding and video management building blocks that are essential for any successful video

service. This includes, for example, video acquisition dimensions such as the physical location of satellite

receivers, signal conversion, and off-air and fiber receiver capabilities that require years of video-specific

experience to master.

Benefit Ciscos Advanced Video Services Group possesses the expertise to integrate Cisco and third party

applications and infrastructure to enable service providers to launch video services rapidly and cost effectively.

Ciscos Advanced Video Services Group delivers project management, testing, installation, configuration and

training support to service providers.

Issue Cisco would still benefit more from lining up major telco endorsements of its Advanced Video Services

Group as telco IPTV deployment efforts represent a significant, long-term revenue opportunity.

IPTV Portfolio Diversity and Depth OUTSTANDING

Benefit Ciscos medianets proposition differentiates its IPTV solution from major rivals by effectively

articulating how Ciscos vast portfolio assets can best meet the overall IP networking needs of all video and rich

media customers including service providers, content providers, enterprises and consumers. Ciscos medianets

relies on four distinct areas of technology and marketing focus, which includes: 1) transforming the video

experience; 2) media aware NGN portfolio enhancements; 3) virtualization of content, infrastructure and

services; and 4) monetization of video services.


7/8

Go To Market

Solution Positioning

Cisco has converted its thought leadership on video traffic growth (i.e., Visual Networking Index) into

compelling propositions for video delivery (i.e., CDS), transport (i.e., ASR), and next-generation networking (i.e.,

medianets), while the ExtendMedia acquisition enables Cisco to offer an associated proposition for managing the

content that will increasingly be delivered over evolving IP architectures. Cisco thus offers its service provider

customers a single vendor solution that delivers cohesion and coherence for its diverse digital media portfolio.

Ciscos medianets marketing and sales strategy emphasizes the enablement of a comprehensive video

experience through the offering of three fundamental building blocks: (1) IPTV and RF head-ends and content

delivery systems; (2) Intelligent IP Network via carrier routing platforms such as the 7600, CRS-1, and ASR

platforms; and (3) Connected Home consumer products such as set-top boxes (STBs) including those with built

in digital video recorders (DVRs), broadband gateways and a wide range of home networking systems and

appliances.

Cisco submitted its medianets solution for testing to the EANTC for an independent and comprehensive test of

consumer and enterprise video services, with a test and traffic profile developed with input from global service

providers. The simulated test measured the maximum multicast capacity of its IP video service delivery network,

which included the delivery of 200 channels of 720p and 50 channels of 1080p HD video, VoD, and pay per view,

emulating roughly 80,000 residential video users across 240 ports. EANTC concluded that Ciscos medianetssolution could serve nearly 2 million emulated IP video subscribers from a single metro PoP.

Solution Traction

Cisco continues to generate high profile wins for elements of its IPTV solution namely its CDS technology,

Advanced Service Group and overall medianets approach. BT Wholesale is building its online video CDN, branded

Content Connect, with Ciscos CDS technology. The service is expected to be introduced in early 2011.

Numericable in France is a key account that Cisco is assisting to evolve its network into a medianet by

implementing Ciscos CDS technology and contracting with Ciscos Advanced Services group for the consumer

launch of its 3-D service.

Ciscos partnership with NBC for the 2010 Winter Olympics the largest all IP video network deployed for a

televised sporting event provides high level industry visibility for Ciscos medianets technologies. Cisco has alsoadded Portugal Telecom as a service provider reference account, demonstrating continued depth of traction

within key telco operator accounts.

Cisco possesses a global customer base that has tested and proven its CDS portfolio in multiple deployment

and application scenarios, including Telecom Italia, Sonaecom (Portugal), Numericable (France), Time Warner

Cable (U.S.), Oriental Cable Network (OCN), and multiple additional U.S. and international telcos and MSOs.

Cisco claims to have over 600,000 CDS streams in deployment and over 450 Gbps of Internet video streaming

capacity.

Recent Activity

Benefit Cisco offers an integrated and end-to-end video and content delivery solution which explicitly links

Cisco routing platforms and metro Ethernet platforms with Ciscos Service Provider Group products, which

positions the company as a strategic provider of digital media solutions. Ciscos IP NGN proposition extends an

open, standards-based architecture to reliably deliver content from the headend to end user devices, enhancing

the overall customer experience with capabilities such as QoS, video admission control, error repair, improved

channel-change time and enhanced multicast capabilities.

Issue Cisco lacks direct portfolio assets in the telco access sector today (with the exception of active/P2P

Ethernet FTTH solutions). Thus, the company remains somewhat vulnerable to the pace of PON/FTTx/VDSL2

deployment influencing/impacting the sales progress of its overall IPTV solution proposition.


8/8

All materials Copyright 1997-2010 Current Analysis, Inc. Reproduction prohibited without express written consent. Current Analysis logos are

rademarks of Current Analysis, Inc. The information and opinions contained herein have been based on information obtained from sources believe

be reliable, but such accuracy cannot be guaranteed. All views and analysis expressed are the opinions of Current Analysis and all opinions expres

are subject to change without notice. Current Analysis does not make any financial or legal recommendations associated with any of its services,

nformation, or analysis and reserves the right to change its opinions, analysis, and recommendations at any time based on new information or re

analysis.

Current Analysis, Inc.

21335 Signal Hill Plaza, Second Floor, Sterling, VA 20164

Tel: 877-787-8947

Fax: +1 (703) 404-9300

Current Analysis, Inc.

2 rue Troyon, 92316 Sevres Cedex, Paris, France

Tel: +33 (1) 41 14 83 17

http://www.currentanalysis.com

No recent activity is available.

Documents

CA Cisco IPTV Solution