How$Doesa$Mobile$Operator$ Manage$Video$Trafficand$Make ... · Infinite Video: Over the Top (OTT) Video for Consumer Devices Cisco Infinite Video Cisco Cloud Public Cloud Private

How Does a Mobile Operator Manage Video Traffic and Make Money at It?Cisco Knowledge NetworkJim O’Leary - [email protected]

Adam Davies – [email protected]

Biju Kachappilly - [email protected]

Dave Clough - [email protected]

Date: June 28, 2016

• Create new mobile service offerings, profitably• Deliver Video from the Cloud• Improve the customer quality of experience by working together with content providers, not against them

• Make your Mobile Packet Core more dynamic

In This CKN Session You Will Learn How To:

• Reimagine the way we watch video

• Empower users so they can watch anytime

• Increase stickiness with customers

• Engage with customers in new ways

• Simplify & Automate Mobile Video Architecture

The Opportunity is to:

Mobile is the #1 Consumer Device & Video is Driving the Next Wave of Mobility.

Global Mobile Data Traffic Drivers

Source: Cisco VNI Global Mobile Data Traffic Forecast, 2015–2020

2015 2020

4.8 Billion

5.5 Billion

More Mobile Users

More Mobile Connections

Faster Mobile Speeds

More Mobile Video

7.9 Billion

11.6 Billion

2.0 Mbps 6.5 Mbps

55% of Traffic

75% of Traffic

Mobile Momentum Metrics

Global Mobile Video TrafficBy 2020, Video Will Drive 75% of Mobile Traffic, Up from 55% in 2015

North America

77% of traffic by 202049% CAGR

Latin America


Western Europe


Middle East & Africa


Central & Eastern Europe


Asia Pacific


Source: Cisco VNI Global Mobile Data Traffic Forecast, 2015–2020

• Traditional TV 1926

• Tune-In or miss it

• Mass Audience

• Real-Time Buzz

Video Evolution is AcceleratingLive ( Linear) Real LiveSemi-LiveOn Demand

• DVR / Streaming 1997/1999

• Watch When You Wanted

• Disparate Audience

• Anytime Buzz

• YouTube 2005 Snapchat 2013

• Tune-In w/in 24 hours or Miss Out

• Predominately Personal Audience

• Anytime Buzz

• Periscope + Facebook Live 2015/2016

• Tune-In / Watch on Own Terms

• Mass Audience, Yet Personal

• Real-Time + Anytime Buzz

Sources: KPCB Internet Trends June 2016, Netflix Corporate,

Key Elements to Transformation

Network


Network

Devices


Network

Devices

Video Platform

Mobile Video Transformation

• OTT continues to growGlobal OTT video revenue forecast to increase from $26B in 2015 to $51B in 2020

• Consumer habits are changingAverage OTT viewer uses 6 different connected devices, 5 different content sources –April 2016

• Mobile traffic will be video trafficBy 2020, video will represent 75% of global mobile data traffic

• OTT is now a premium channel for allOTT providers increasing investment in content: Netflix ($6B), Amazon ($4B), Twitter delivers NFL to build audience

Sponsored Data

Zero Rated Video

Higher Data Quota

Thank-youJim O’Leary- [email protected]

Cloud Video for MobileAdam Davies

Some numbers…

44% 8$51,000,000,000

5 $10,000,000,000

69.9%

2.3m

26.3Bn3x

Priorities for OTT Services

Secure

Reach

Accelerate

Engage

Keep it safe and protect what is valuable—your content and your consumer.

Launch new products and features,on all platforms, networks and devices.

Be fast, really fast—but without adding exponential

cost.

Attract customers to your servicesand keep them coming back.

Cisco Infinite Solutions Makes Video Easy for Service Providers

#1 Video and Data Center Security$100B+ in customer revenue protected300M+ active client devices secured

Trusted Partner

Security

Over 70 aaSCustomers

Infinite SolutionsVirtualized Video

Processing

Open, Validated NFV Infrastructure

Infinite Video: Over the Top (OTT) Video for Consumer Devices

Cisco Infinite Video

Cisco Cloud

Public Cloud Private Cloud

Maximize Your Reach and Audience

Deliver all TV services directly to the consumer

Huge range of consumer devices to capture widest possible audienceGlobal customer deployment

Premium and Optimized User Experience

User experience optimized for all devices drives customer engagementMultiple monetization models

including subscription and advertisingIntegrated analytics to understand and improve service performance

Release and Update Quickly

Provided as a service from the cloud for higher frequency updates and new

releasesUsage-based pricing minimizes risk and

lets you decide your commitmentIntegrated multi-device DRM ensures content and service protection from day

one

Infinite Video – Full Feature SetAppsRich, native, automated, 10 platforms

Fully Native AppsMonthly App UpdatesSSO / Adobe Pass / Akamai ISApple TVRoku Fire TVAndroid TVXbox 360, Xbox OneSony PS3, PS4Samsung Smart TVFavoritesFacebook ShareiPhone, iPadAndroid Phones & Tablets Spotlight CarouselTV, Movie, Magazine ChannelsRate ContentReal Time AnalyticsSearchEpisodic ContentSubtitles (multiple languages)EPG for Linear

ManagementVOD, linear, EPG, Encoding, DRM, multi CDNMulti Format Metadata Ingest Pause / Resume across devices1080p HDAdaptive Bit RateHTTP Live StreamingHTTP Smooth StreamingLive Always OnLive EventsLive PlaylistMulti CDN StreamingWidevine, FairplayPlayReady, VG-DRMMRSS VOD SyncEPG XML SyncGeo FilteringContent HierarchyCategory OrderingEditorial ControlMost RecentMost WatchedMusic StreamingContent Origination

MonetizationAuthentication, entitlements in app billing, ads

Access from multiple devicesIn App SubscriptionsDay PassPay per ViewNetwork FillBanner AdvertisingSingle Sign UpiTunes BillingAmazon BillingRoku BillingGoogle BillingPay on any platformMultiple SKUsCustom BillingCustomize Upgrade ScreenVariable Trial DurationReal time Commerce AnalyticsAuthenticated EntitlementsSP Billing InterfacesTiered SubscriptionsVideo Ad Mediation ServiceVAST, VMAP Advertising

Wide range of devices…

…includingmobile specific

Live as well asVoD support

Multiple billing options

Fully Native AppsMonthly App UpdatesSSO / Adobe Pass / Akamai ISApple TVRoku Fire TVAndroid TVXbox 360, Xbox OneSony PS3, PS4Samsung Smart TVFavoritesFacebook ShareiPhone, iPadAndroid Phones & Tablets Spotlight CarouselTV, Movie, Magazine ChannelsRate ContentReal Time AnalyticsSearchEpisodic ContentSubtitles (multiple languages)EPG for Linear

Multi Format Metadata Ingest Pause / Resume across devices1080p HDAdaptive Bit RateHTTP Live StreamingHTTP Smooth StreamingLive Always OnLive EventsLive PlaylistMulti CDN StreamingWidevine, FairplayPlayReady, VG-DRMMRSS VOD SyncEPG XML SyncGeo FilteringContent HierarchyCategory OrderingEditorial ControlMost RecentMost WatchedMusic StreamingContent Origination

Access from multiple devicesIn App SubscriptionsDay PassPay per ViewNetwork FillBanner AdvertisingSingle Sign UpiTunes BillingAmazon BillingRoku BillingGoogle BillingPay on any platformMultiple SKUsCustom BillingCustomize Upgrade ScreenVariable Trial DurationReal time Commerce AnalyticsAuthenticated EntitlementsSP Billing InterfacesTiered SubscriptionsVideo Ad Mediation ServiceVAST, VMAP Advertising

• Customer insight is critical to creating and maintaining engagement

• Analytics capability is provided as part of the core services, including:• Relevant and contextual content for personalisation

• Advertising trading• Identifying potential churn candidates• Video quality of service• Security and business threats• Content rights negotiation and promotion

Analytics—Transforming Insight to Impact

Implementation ExamplesIntroduce New Service

• Greenfield, no services in market

• Implement using template driven approach

• Monitor, analyse and iterate to new devices

• Add new features across all devices

Deliver in 2–4 weeks

ExtendExisting Service

• Identify devices missing from current portfolio

• Use device templates for fast delivery

• Iterate service to add new features

• Use SDK to enhance existing applications


Deliver Premium Service

• Implement with Cisco Infinite User Experience

• Deliver live and on-demand Premium TV services

• Branded Infinite UX• Provide personalisation features


How Cisco Infinite Video Can Benefit Mobile Operators

Let Cisco manage your technology while you manage your business Focus on content partnerships and

targeted offers to users

Launch mobile video service across multiple devices quickly - Securely

Sign-up to delivery in just weeks for an accelerated launch

Flexible pricing - consumption based pay as you grow

Understand video viewing behavior across devices, and between LTE and Wi-Fi

Interactive advertising capability and brand relationships

Thank-youAdam Davies [email protected]

Enhanced Video Experience with Deep Packet Inspection (DPI)/Application Detection Control(ADC)Biju Kachappilly -[email protected]

Mobile Operator Video Opportunity

Industry leader in custom hardware and virtualized platforms

Meets demands of operators high growth in data traffic

High network availability and throughput

Accelerates service delivery to new and existing markets

Cisco in the Evolved Packet Core

Cisco Cloud



Cisco Evolved Packet Core

Mobile OTT Video Services

Mobile Operator Video Opportunity

Cisco Cloud



Cisco Evolved Packet Core

Cisco ADC

Video Traffic is classified and can be redirected for Optimization

Mobile Operator can apply Policies to video, e.g., zero-rate

Enhancing Subscriber Experiences

Mobile OTT Video Services

Application Detection and Control (ADC)

Cisco Solution - ADC§ Co-development with Service Providers;; § 3-way collaboration: content providers (Netflix, Hulu, FB etc), Cisco & Operators

§ 1400+ applications/protocols supported

§ Frequent dynamic plugin releases, with In-service upgrade

How do operators differentiate themselves:Ø Packaged promotions to allow zero-rating or better user

experience of certain types of traffic such as music or video enabling B2B opportunities or subscriber growth

Ø Business Intelligence Monetization

• Video Sharing Sites• Video on Demand • TV Streaming

• SlingBox, Dish Anywhere, HBO-Go, HBO-Now

Video Streaming PackageOrb Slingbox Ppstream QqliveZattoo Sopcast Pplive TvantsUusee IPTv Funshion OctoshapeRmstream Veohtv Wmstream QuicktimeNetflix Iplayer Avi SoribadaUstream Svtplay Kuro YouTubeBaidumovie Monkey3 Youku HlsHBO-‐Go Slingtv Vessel FeidianTvuplayer Kugou Hulu

Free-Rate Video Traffic to attract more subscribers

Video Use cases

Throttle Traffic to SD Quality and save on network infrastructure

HD streaming is really wastage of bandwidth on Small Screen. SD viewing experience is as good

Analyze Traffic Composition of your network and launch plans which suite your customers

Thank-youBiju Kachappilly - [email protected]

Getting the Speed

Automation and Life Cycle ManagementDave Clough

• Implementation time can be considerable • Often times new features and capabilities can take 6 months to implement

• High cost to implement and try new ideas.

• Massive complexity of implementations limits marketing teams ability to easily try or modify offerings and capabilities.

Drivers for Automation From Network Complexity to Simplicity and Automation


Plan It Design It Where Can We Put It?

Procure It Install It Configure It

Secure It Is It Ready?

Manual

Normal Process


AutomatedSelf-ServiceOn-Demand

Plan It Design It Is It Ready?

Service Oriented

Self-Service Automated Provisioning Scalability

From Months to Minutes

• Today Implementation time can be considerable • Often times new features and capabilities can take 6 months to implement

• Allows faster changes to the infrastructure to take advantage of new offerings and customization of new offerings.

Drivers for Automation Rapid network wide change capability

One at a time traditional Many at a time with Cisco Automation

Thank-youDave Clough - [email protected]

üCreate new mobile service offerings profitablyüDeliver Video from the Cloudü Improve the customer quality of experience by working together with content providers, not against them

üMake your Mobile Packet Core more dynamic

In Summary You Now Know How To:

Thank-you and to Learn More: Cisco Websitecisco.com/go/mobile

Documents

How$Doesa$Mobile$Operator$ Manage$Video$Trafficand$Make ... · Infinite Video: Over the Top (OTT) Video for Consumer Devices Cisco Infinite Video Cisco Cloud Public Cloud Private