TMFC16132 - Tablet-based services - cable's next frontier.pdf

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CABLE’S NEXT FRONTIERSponsored

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2 0 1 1 | w w w . t m f o r u m . o r g

TABLET-BASED

SERVICES

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To succeed, your business needs to run with

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As the global industry association focused on

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delivering the standards that are taking the cost

and risk out of, and putting the flexibility into,

running your business.

Visit www.tmforum.org today to join the world’s

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TABLET-BASED SERVICES

CABLE’S NEXT FRONTIER

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Page 4 Executive summary

Page 6 Section 1

Context is king: TV Everywhere

comes to the tablet

Page 12 Section 2

TV Everywhere’s growing ecosystem

Page 18 Section 3

Giving people exactly what they want

Page 22 Sponsored feature

Irdeto



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TABLET-BASED SERVICESCABLE’S NEXT FRONTIER

TV Everywhere (TVE) – the extension of pay

TV services to web-enabled devices – offers

multi-service operators (MSOs) who provide

cable TV with a powerful tool to help customer

retention. At the same time, though, many

MSOs are grappling with the challenges

TVE brings. They include rights negotiations,

authorization procedures, parental control,

download caps, ratings measurement across

multiple devices and integration and support.

In Section 1, we look at the market and

major trends. We consider how, when TVE

was launched just over two years ago, the iPad

had yet to revive the tablet computer market.

PCs, smartphones and laptops are all valuable

outlets for TVE, but the tablet market must

also be addressed. Primed by experiences

with smartphones and their touchscreens,

consumers are ready for something bigger, but

still portable, on which to watch video: tablets

fit the bill perfectly. In not much more than 18

months, tablet computing has gone from being

a nascent to an unstoppable market.

Tablet sales are now predicted to total

450 million by 2015 and they are already

an essential part of TVE planning. Cable

companies in particular are pushing apps

out into the market, or planning to. Tablet

TV Everywhere apps can offer subscribers a

smarter, more personalized and more mobile

viewing system than conventional TV, though

not – yet – all of the same content.

TVE is not the only area of the sector that’s

evolving. MSOs’ plans are underway for all-IP

or hybrid networks. They are looking to a brave

new world of infrastructure that enables them

to centralize server arrays and deliver content as

efficiently as possible to a ‘drop off’ point as close

as possible to the consumer requesting it.

If that location happens to be outside, it

could use a Wi-Fi connection for delivery to the

consumer’s devices – possibly one supplied by

the MSO and incorporated into its subscription

plan. Current cellular offerings will not be

able to cope as they don’t provide enough

bandwidth, although the arrival of LTE could

mitigate this problem.

Meanwhile some powerful players – Google,

Microsoft and Apple among them – are waiting

in the wings. Could they have the financial and

technological clout to compete if over-the-top

upstarts cannot?

So far TVE’s main aim – customer retention –

is being achieved. Tablets could reinforce that

success. As one supplier puts it, “The more

you insinuate yourself into every nook and

cranny of a consumer’s life, the less likely it

is they’ll leave you.”

Executive summary

“Tablet sales are now predicted to total 450 million by 2015

and they are already an essential part of TV Everywhere planning.”







When TV Everywhere (TVE) was first launched,

the tablet market barely existed. It is now

estimated that tablet sales could reach half a

billion by the end of 2015. Two years after the

TVE launch, what shape is this new business

model in? How will the tablet market affect

its evolution?

TVE was announced with some fanfare by

Comcast Corporation and Time Warner over

two years ago. Today, many other major pay

TV providers from North America and Europe,

including Liberty Global, Verizon, Rogers,

Cox Communications and Virgin Media, have

bought into the apparently simple idea that

a subscription can be authorized – and the

content it offers seen – on almost any web-

enabled device.

Kurt Scherf, Vice President and Principal

Analyst, Parks Associates, comments, “By

mid-2011, 81 percent of North American pay

TV subscribers and 40 percent of pay TV

subscribers in Western Europe were able to

receive some type of TV Everywhere service

from their pay TV provider.”

When the Comcast/Time Warner

announcement hit the trade press, tablets

would probably not been part of cable

companies’ TVE calculations. Now, arguably,they are a major driver of them. Tablet TVE-

enabling apps have already been launched

by HBO, Comcast, Time Warner Cable,

Cablevision, Turner and others with most, if not

all, cable TV providers and programmers likely

to follow. A selection of on-demand TV and,

increasingly, live TV feeds is now being offered

to tablet and smartphone users as well as PC

and laptop markets.

An app isn’t just an access tool: it can

offer recommendations and search, smart

channel surfing and personalized TV listings.

Nor is tablet TV just useful for viewers. It is

an important tool for customer retention and

boosting ratings. When consumers download

an app, they identify themselves by logging in.

Those using single-viewer devices like tablets

are an advertising manager’s dream. Jim

Brandt, Director of TV/Video for TVE technology

provider Synacor, puts it succinctly: “There

was a living room, a TV and you didn’t really

know who was in that living room at any given

time watching that TV. Now you’re down to

an individual.”

Competition and partnerships

Already, as Allan Zendle, Vice President,

Center for Operations Excellence, TMNG

Global, points out, there is a variety of ways for

subscribers to remotely access and manage

video content from mobile devices such as

tablets. He explains: “VoD [video on demand]portals and interactive program guide (IPG)

applications provide mobile access to on-

demand content libraries managed by MSOs

[multi-service operators] as well as those

“Tablet TVE-enabling apps have already been launched by HBO,

Comcast, Time Warner Cable, Cablevision, Turner and others with

most, if not all, cable TV providers and programmers likely to follow.”

Context is king:TV Everywhere comes to the tablet

Section 1




A number of mundane issues are likely tocause a headache for some time to come

operated by third-party content aggregators

and OTT [over-the-top] service providers.

“MSOs’ business strategies range from

direct competition with OTT services, by

allowing subscribers to access their own

content libraries via in-house portals, to

partnerships in which MSO subscribers

access third-party content libraries via MSO-

branded portals operated by these alternate

providers. VoD portals with sophisticated

interactive program guides. In addition, real-

time subscriber authentication and service

assurance capabilities are available from a

growing number of commercial software

vendors.”

However, as Greg Ireland, Research Manager

with market intelligence firm IDC says, “There

are a lot of gaps. Integrating multi-screen

into the traditional wireline video solutions

isn’t going to be easy. There are incremental

steps that can be taken, such as serving video

to IP devices from data centers over a CDN

[content delivery network] and not having much

integration at all, beyond authentication, with

what’s being delivered to a set-top box and

the TV from the headend [but] truly converged

infrastructure is a long way off. “

He adds, “There are some solutions outthere that can bridge some of these gaps –

whether for pausing on the set-top box and

resuming on the tablet or having a consistent

user interface with consistent metadata.”

The difficult move to all-IP

Clearly, for MSOs in particular, this is not a

simple play. CDNs can be used to bring the

right content close to the customers who are

most likely to want it. Cable companies are,

or will be, moving to all-IP or hybrid networks

over time. Both will improve quality of service,

but we’re not there yet. Download caps, the

risk of high demand causing a server crash,

network neutrality requirements and customer

care support costs all serve to complicate the

offering.

As for live TVE, Zendle says, “The inclusion

of a broad range of live broadcast video

programming will require agreement between

service providers and content owners regarding

the applicability of carriage agreements to

video display devices that are not on the

DOCSIS [a standard for data over cable] system

network. These discussions are in progress.”

In addition, there is the question of how

ratings tracking services like Nielsen Media

Research keep in touch with viewing habits

across numerous devices. And how can or

should ads be dynamically inserted into an on-

demand tablet or PC environment?

Rights’ negotiationsMore mundane issues like the negotiation of

rights to bring certain programs to the web

(and observing digital rights management

requirements where necessary), possible

“Content delivery networks can be used to bring the right content close to the

customers who are most likely to want it.”





claims for extra payment by actors and writers,

parental control and an occasionally laborious

authorization process are also likely to be a

headache for a while yet. There’s also the

question of how much you want to spend

promoting TVE? As media analyst David

Charmatz puts it, “Retention becomes a

question of who you’re losing and how much it

costs to retain your customer.”

So is there a strategy that can mitigate some

of the challenges for TVE? Brett Brock, Senior

Design Engineer IV, Cox Communications is

clear on this. “The rapid evolution of the new

service delivery frontier will not afford MSOs

time to balance time to market and de-risking

the complexity of integration and support,”

he says. He suggests that instead of waiting

for things to improve, MSOs should consider

increasing their tolerance of – and skills in

managing – risks.

Getting it out there

So TVE is a work in progress, yet companies

still need to roll it out in order, as Scherf puts

it, “to combat the threat of pay-TV cancellation

because consumers can find much of the same

content online through either legitimate or

illegal means. The biggest driver for deploying

these services is increasing customer

satisfaction and loyalty.” Ireland agrees: “I

think the norm for many deployments will be‘get it out there’ – then it can be refined later.”

For example, at the moment, the Rogers

On Demand Online (RODO) service includes

a selection of content that is free to everyone

and largely ad-supported as well as an

authenticated experience which provides

added value to cable customers based on

their cable subscription. It also offers day

and date rental offers. However, says David

Purdy, Vice President, Video Products, Rogers

Communications, “Going forward, we will

continue to investigate additional revenue

opportunities including premium subscription

services and electronic sell-through.”

There is already evidence that TVE’s initial

aim – to retain customers – is working for a

number of MSOs, Rogers says. Maybe this

isn’t too surprising. MSOs do, after all, hold

quite a lot of the cards: the cable itself, years

of data on customers’ viewing habits, their

own broadband services, even mobile in some

cases. Purdy says, “Being a quad-play provider

is fundamental to our success. It’s about

leveraging our strengths in all our business

categories and integrating the content for

the customer.”

Killer content and tablets

Another ace up the cable companies’ sleeve

is their huge libraries of high quality content

and enough money to guarantee programmers

a better payday than most over-the-top (OTT)

online-only companies can offer. Also, most

people still watch TV on the TV, which is

core to the overall offering and which OTT

companies can’t match. Now, of course, much

of that offering is coming to the tablet.

What has made the tablet such an essential

part of the TVE strategy? Daniel Ashdown,

Research Analyst, Juniper Research, says that

two factors are likely to have contributed most

to the success of the tablet. Firstly thanks,ironically, to smartphones and in particular

smartphone touchscreens, the market was

ready. “People do a lot on a smartphone that

they’d actually like to do on a bit bigger screen

when sitting on the sofa,” he points out,

adding, “A recent article called touchscreens

the biggest technology development in the

last five years; I think that’s pretty much on

the nose.”

Dr. Windsor Holden, Principal Analyst,

Juniper Research, adds, “You wouldn’t want




Tablet users far more likely to upgrade their cable TV or

satellite subscriptions compared with non-tablet users

“Pricing and their focus

on entertainment tend

to make tablets most

appealing to a younger

demographic.”

to watch [hit movie] Inception on an iPhone.

But an iPad is a different matter; the screen

size and display is far more conducive to longer

term viewing, both on the move and in the

household.”

Pricing and their focus on entertainment tend

to make tablets most appealing to a younger

demographic – probably those in their 20s and

30s. As Ashdown, who is 29, says, “Someone

of my generation is comfortable with live

streamed video over a laptop or a tablet.”

However, that demographic will expand. Parks

Associates is forecasting that more than 450

million cumulative tablets will have been sold

by the end of 2015.

Meanwhile an FTI Consulting survey has

showed that tablet users of all ages are

significantly more likely to upgrade their cable

TV or satellite subscriptions compared with

non-tablet users.

Figure 1: Tablet functionality

Source: Juniper Research





Growing focus

It’s little wonder then that tablets are a growing

focus for TVE service providers. Greg Ireland

of IDC says: “Connected CE devices, like

network-enabled HDTVs, Blu-ray players and

game consoles, can bring online video to the

TV screen. But the tablet allows for portability

both within and outside the home.

Our survey data has shown that consumers

watch video more frequently and for longer

sessions on their tablets than on their

smartphones.

“We also expect, while smartphones are more

prevalent today, tablets will be quickly catching

up, at least in the U.S. So with the adoption

of tablets comes an increased need to make

content services available beyond the TV.”

Which is certainly part of Rogers’ thinking,

Purdy notes, “As the tablet TV Anywhere

offering develops, there will be opportunities

to expand our business model to enhance

revenue through services like premium

subscriptions and download-to-own.

“We will also be able to explore delivery

beyond on-demand to provide live streaming

in the home as the tablet becomes another

screen. In addition, we will be able to bundle

in our current services like programming a PVR

[personal video recorder] remotely to create an

integrated TV Anywhere experience.”

Another possible boost comes from the fact

that tablets are more and more likely to be

enabled for use with cellular networks.

Media analyst Charmatz sounds a note of

caution, however. “A lot of video use, even on

tablets or on cellphones or whatever, is done

in the home; it’s not done on the street,” he

says. Even out-of-doors use is very specific,

says Ashdown. “Most of the places you’re

going to be using a tablet there is going to be

a Wi-Fi connection – at home, in the office,

at Costa Coffee. Cellular adoption of tablets

is fairly low. People don’t want to sign up for

another cellular post-paid plan.”

Changing customer experience

As for Wi-Fi, TMNG Global’s Zendle points out,

“The prevalence of HDTV in the home and the

growing number of high quality OTT streaming

video applications to smart phones and tablets

via 3G/4G networks have certainly raised

consumer expectations for a high quality

video experience.

That said,” he continues, “current in-home

Wi-Fi enabled services such as those offered

by major content providers like HBO, CNN and

“Survey data has shown that consumers watch video more frequently and for longer

sessions on their tablets than on their smartphones.”




ESPN through partnerships with MSOs

make a point of displaying an ‘Optimizing

Video Quality’ graphic at the start of each

broadcast session, and in so doing are

managing consumer expectations for the

possibility of varying levels of video broadcast

quality.”

All of which implies unique characteristics

to tablet TVE, although is not likely to be

borne out by the initial experience, as Brock

points out. “The tablet-using customer has

similar expectations to the PC-using customer

and mobile phone-using customer. After all,

they are one and the same. TV Everywhere

is, or at least should be, more marketing than

anything else.”

Things are going to change. He adds,

“The service is TV – the formatting, the

financing, the marketing, and so on. What the

subscriber wants is video. As the means by

which video is consumed changes it loses its

TV characteristics.”

At the moment the TVE experience doesn’t

vary much across devices, he suggests, but

adds, “The new customer experience will

emerge when the video is a produced and

managed experience with the same level of

changes as the transmission medium.”

The rush to market

At the moment, the rush to market is mainly

about avoiding ‘cord-cutting’, ensuring the

direct physical link between the MSO and

its customers isn’t lost. In this rush, context,

as much as content, is king. So if cable

subscribers are likely to be using a tablet –

and they are much more likely to be doing

so than when TVE was first mooted, as

discussed – they are more likely to remain

subscribers if their viewing habits are

catered for.

“The idea,” says Christopher Schouten,

Senior Marketing Director – Online, with

software security and media technology

company Irdeto, is that “the more you

insinuate yourself into every nook and cranny

of a consumer’s life, the less likely it is they’ll

leave you.”

A number of companies are helping MSOs

to do just that. “There are a lot of companies

offering everything from ‘end-to-end’ content

delivery to transcoding, portals, consumer-

facing environments, content delivery

management, and so on,” says Ireland. These

companies are part of a growing ecosystem

helping TVE to happen and evolve – as we

shall see in Section 2.

Subscribers more likely to remain subscribersif their viewing habits are catered for

“The more you insinuate yourself into every nook and cranny of a consumer’s life,

the less likely it is they’ll leave you.”





“The flexibility of the web, and the growing number of devices

that can access it, opens up the product potential of TV Everywhere.”

The flexibility of the web, and the growing

number of devices that can access it, opens up

the product potential of TV Everywhere (TVE).

That’s why a TVE ecosystem is a growing one

that focuses not only on products and services

for devices but standards and systems for BSS

and OSS.

The conference program at the International

Broadcasting Convention (IBC), held in

Amsterdam in early September 2011, reflected

a lot of uncertainty about the future of TV.

On the exhibition floor, these concerns were

also evident. As Christopher Schouten, Senior

Marketing Director – Online, with software

security and media technology company Irdeto,

puts it, “TV Everywhere was one of the hot

topics at IBC. Indeed there were iPads on

almost every stand.”

Allan Zendle, Vice President, Center for

Operations Excellence, with management

consulting company TMNG Global, explains,

“Products such as TV Everywhere involve

interactions among multiple partners

and require new and complex customer

provisioning, authentication, fulfillment,

service assurance and settlement processes.

Innovative software applications are being

developed by both established vendors and

new entrants to address these needs.”

TVE technology exhibitors at IBC confirmthis. They included Adobe Systems Inc, whose

Adobe Pass service, launched in March, is

designed to make it easier for TV programmers

and media companies to validate which

customers are entitled to view which online

TV Everywhere’s growing ecosystemSection 2

content, based on their pay TV subscription

package. Many other well-known names,

including Harris, Miranda Technologies,

Harmonic and Pilat Media, were present.

Decoupled architecture

David Purdy, Vice President, Video Products,

Rogers Communications, says of the new

breed of TVE suppliers, “Our business is

embracing this developing ecosystem and our

strategy has always been one of integrating

best-of-breed point solutions to meet ever-

growing and changing business needs. Given

the type of products we develop and support,

it’s often difficult to find a one-shoe-fits-all

partner. To that end, we try and maintain

decoupled architectures where possible.

This affords us the ability to swap out point

solutions where appropriate and in doing so

helps mitigate risk to our business and our

customers.”

Irdeto’s pedigree is mostly in security for

pay TV, delivering smartcards to operators

so they can control who is able to see their

content. Its offering includes a TVE suite of

products with secure distribution among its

features. Schouten explains, “In the case

of the Irdeto broadband solution you can do

everything from a straight blanket authorization

to a subscription model – per month, per view,download-to-own, electronic sell-through – as

well as creative packaging of different kinds

of content.” This can be especially useful for

multi-system companies operating in multiple

territories, like Viasat in Sweden. “They also




Each platform has its own challengesthat require their own solutions

have to deal with the different parental rating

legislations, different currencies, different

languages and different regional blackouts for

certain different kinds of content.”

These approaches are perhaps less about

revenue than customer management.

However, Schouten says: “As one personalizes

the service and creates consistency, that will

naturally create monetization opportunities.”

For example, he suggests, a friend might

recommend a program you haven’t subscribed

to. The recommendation appears on your iPad.

“That’s an amazing upsell opportunity to your

pay TV operator for you to upgrade to a higher

package because you want to consume the

content that your mate just recommended so

you can talk about it and enjoy it together,”

says Schouten.

The fact that TVE is, by definition, a multiple-

platform business also means, says Schouten,

“Every platform has its own challenges and

we’ve had to create solutions for each of them.

For instance, many pay media operators do

not want their application to work on an Apple

device that’s been jailbroken or an Android

device that’s been rooted so we’ve been asked

to create solutions that would prevent that if

the content provider wishes it.”

Portals as TV destinationsSynacor, by contrast, develops portals that

are evolving into becoming entertainment

destinations specifically around TV Everywhere,

“So,” explains Jim Brandt, Director of TV/

Video, “we provide a full set of services to get

the programmer content exposed on the cable

portals by ingesting all the metadata from the

programmers.” In this way the operator portal

becomes a bit like the TV dial on the web, in

the sense that all the channels or programming

are in one place. “Then we provide the

playback in various different modes. In

some cases video would play right on the

operator’s portal and in some cases there’s

a link-off experience where it goes off to the

programmer’s site for the actual watching of

the video.”

The company can also mediate

authentication connections between

programmers who have content on their site

and the back end systems that the operators

have – systems that know whether you have

an active subscription and what channels it

allows you to watch.

Part of the opportunity may simply be that

evolution cannot keep up with demand. “One

of the reasons that we’re able to play a role

in this space is that many computer systems

that were built for a previous generation didn’t

contemplate web-style traffic where each user

[goes] through several layers accessing the

systems – in some ways almost directly,” says

Brandt. “There are so many operators and so

many programmers that that can be a gating

factor.”

The role of BSS/OSS

This is a growing ecosystem, clearly OSS/

BSS will have to be part of it. The tablet

experience will be important in this regard but

Brett Brock, Senior Design Engineer IV, CoxCommunications, suggests that “Step one

towards integrating the OSS/BSS environment

with the tablet environment is focus on the

experience first and the device second. The

greater part of the experience is the mobility,

not the tablet.” The tablet in a way merely

adds to the services being extended beyond

their original device.

Brock adds, “The OSS/BSS must be

developed to view the receiving device as a set

of consumption constraints and capabilities.

“As one personalizes

the service and

creates consistency,

that will naturally

create monetization

opportunities.”





A service such as TV must have its value

augmented to leverage the full capabilities of

every device. Simultaneously the services must

be malleable enough to fit each device’s unique

constraints.”

It is considerations like these that are

part of the work of the TM Forum, which is

already helping cable operators to extend its

Frameworx suite of standards, standards that

What is TM Forum Frameworx?

TM Forum’s Frameworx suite of standards provides the

blueprint for effective business operations, enabling you to

assess and improve performance by using a proven, service-

oriented approach to operations and integration, which allows

you to focus on growing your business.

Developed in TM Forum’s unique Collaboration Community,

Frameworx is the result of ongoing collaboration development

by TM Forum’s member companies from across the industry.

Frameworx is driven by service provider requirements, and is

constantly evolving in line with market needs. Frameworx is

exclusively available to TM Forum members, who represent

more than 90 percent of the world’s communications

subscribers.

Frameworx helps you:

Understand your customer through a common customer

management information model

Innovate and reduce time-to-market with streamlinedend-to-end service management

Reduce operating costs by enabling highly efficient,

automated, industry standard operations

Reduce integration costs and risk through standardized

interfaces and a common information model

Reduce transformation risk by delivering a proven blueprint

for your business

Gain independence and confidence in your procurement

choices through conformance certification and procurement

guides

Gain clarity by providing a common, industry-standard

language

Build essential partnerships quickly and easily through

common process and information understanding and

terminology.

Frameworx enables a service-oriented, highly automated andefficient approach to running a service provider’s business

through the following components:

Business Process Framework (eTOM)

Information Framework (SID)

Application Framework (TAM)

Integration Framework

Frameworx is constantly evolving to work in harmony with

other critical industry standards, such as ITIL and TOGAF,

enabling you to utilize multiple standards together to address

different issues for your business. You can also find out abouthow TM Forum works with other standards development

organizations in our Quick Insights report Standards

Development: Leveraging effort across the Industry. The report

is free for TM Forum members to download from our website.

Search and navigate Frameworx

with the free iPhone/iPad app

provide the blueprint for effective business

operations, to the TVE back office. As Craig

Bachmann, Head of the Cable Market Support

Center, TM Forum, says, ”The Frameworx for

Cable team developed a Quick Start Pack (part

of the Frameworx 11.5 release) in less than

two months to assist cable operators in their

planning and launching of the new TVE type of

services.




TM Forum’s Cable Initiative is purpose-builtto serve the specific needs of the cable industry

“The challenge in launching these types of

services is that they require the coordination

and interface of many departments and

technologies in a high velocity environment.

The Cable New Services Quick Start Pack is a

template that leverages the best practices and

standards in Frameworx and applies them to

help manage that high velocity and complex

environment.”

OSS/BSS isn’t just a TM Forum play. Cable

industry organizations such as CableLabs

will be helping with the specification and

standardization required for future service

evolution. In fact, in October 2010, CableLabs

released a technical specification for TV

Everywhere, the Online Content Access

(OLCA) spec, aimed at creating an interoperable

authentication and authorization platform that

could be used by both MSOs and programmers.

However, says Bachmann, “Frameworx

provides a structured and predictable way to

manage and integrate these types of functions –

especially as they evolve over time.”

Of course TM Forum already works with

many MSOs in their broadband interests. So

will there be overlap? “The Frameworx for

TVE is structured as a Quick Start Pack and a

subcomponent of the ongoing Frameworx for

Cable work,” explains Bachmann. “TM Forum

and CableLabs are working to ensure continualalignment of Frameworx for Cable and DOCSIS

[an industry standard for data over cable].”

Industry groups collaborate

Other industry groups, and suppliers are going

to be involved. “TM Forum’s Cable Initiative

is purpose-built to serve the specific needs of

the cable industry,” says Bachmann. “We are

growing our online Cable Community rapidly

and we have had great participation in our

working groups. We have a Catalyst project

demonstration [at TM Forum’s Management

World Americas in November 2011] that will

show how Frameworx for Cable supports

rapid deployment of new cable services that

includes three cable operators and 10 vendors.

This project also demonstrates a number of

CableLabs specifications. There are many ways

for the industry to collaborate across the value

chain within the TM Forum Cable Initiative.”

Giving the MSO’s point of view, Purdy

explains, “With an increasingly complex and

integrated ecosystem, we’ve tried to take a

standards-based solution approach wherever

possible. This is certainly one way that helps

us innovate and extend our technologies

and products quickly. This is at least true of

the newer technology stacks we’ve been

employing to build out our cross-platform/

device roadmap. However, like many of our

peers, we must have some level of proprietary

development required to facilitate integration

with our existing back-office systems, which

is why they are often abstracted through a

standards-based services layer.”

He continues: “For the RODO [Rogers

On Demand Online] product line, we

have abstracted our product and business

functions into a scalable standards-based

services layer. This services layer allows for

a distributed development approach enablingus to support parallel development streams

across our partners. Now, our partners can

focus on helping us build great products for

our customers and not in dealing with the

complexities and challenges of working directly

with legacy OSS/BSS platforms.

“Although there is still more work to be

done, since laying some of those foundations

we are now realizing the benefits. Internal

changes to OSS/BSS platforms need not

directly impact our customers. As well, our

“There are many ways

for the industry to

collaborate across the

value chain within

the Cable Initiative.”





What is TM Forum’s Catalyst program?

TM Forum’s Catalyst program takes an innovative

approach to creating leading-edge solutions through

short-term projects. It provides service providers,

system integrators and industry suppliers with a neutral

collaborative environment and a process for working

together to solve common, critical industry challenges

that culminate in live demonstrations at TM Forum’s

Management World events and contributions to

improving TM Forum best practices and standards.

HOW:

Each Catalyst project begins with one or more service

providers defining their requirements to address a

pressing industry challenge. Multi-company teams then

work together using their products and technologies,

combined with TM Forum’s Frameworx standards and

best practices to deliver prototype solutions which meet

the service provider requirements.

Catalyst projects typically run for three to six months,

enabling service providers to see prototype solutions

to their requirements in a much shorter timeframe

than RFx or lab-testing process. Suppliers benefit from

working first-hand with service providers, forming

new partnerships with other suppliers, validating their

products and solutions in new environments and

extensive marketing exposure throughout the project.

Each Catalyst project draws from TM Forum

standards, expands standards or explores new areas forstandardization, working to enable more rapid solution

implementation to improve effectiveness and efficiency.

The findings of each Catalyst project are contributed to

TM Forum’s Collaboration Community as extensions

to existing best practices and standards, or as the

groundwork to launch new Collaboration projects.

WHY:

Service providers and suppliers enjoy substantial benefits

by participating in Catalyst projects:

Virtual research and development

Learn how vendor solutions work with others in the

industry in a hands-on environment

Collaborate with like-minded companies to solve

real-world problems, gaining insight into broader

scope solutions

Rapid and cost effective results

Catalyst projects take place over a set amount of time,

so results are typically guaranteed in less than six

months

Service providers get the results they want without

the constraints of an RFx process or huge investments

in their labs, enabling better investment decisions

Develop working relationships Service providers gain exposure to a variety of

suppliers and can directly influence product

development

Vendors get real requirements first hand from service

providers

Formal business relationships and partnerships

frequently develop due to trust built up over the

project lifecycle

Marketing exposure

Substantial exposure at TM Forum’s Management

World conferences through exhibit space in thehighly- trafficked Forumville area, dedicated

presentation times, and more

Extensive pre- and post-event marketing and PR

opportunities

For information about how to get involved in a

Catalyst project, please contact Sunil Vaswani via

[email protected]




TV Everywhere doesn’tend with TV on a tablet

project teams can now focus on exposing new

services and extending our products to other

platforms.”

Out in the vendor ecosystem, Synacor is

also thinking ahead to the next challenges.

“One is working with more programmers to

get something more resembling your full TV

dial into the TV Everywhere experience,” says

Synacor’s Brandt. “The more content is there,

the more people are going to get involved.

Another key area that is still a challenge is

getting users to become aware of the service

and helping them to improve the authentication

experience.”

Improving customer experience

There’s a lot more to come. “The flexibility

of the web, the tablet, and all these different

devices opens up the product potential. In the

past it was more or less enough to populate

a TV guide in a set-top: you had a title and

maybe a description and some actors but the

deep metadata wasn’t as important. Now

that it’s used for helping people find assets in

huge libraries, it’s becoming more and more

important.”

TVE doesn’t end with TV on a tablet – and

suppliers are only too aware of that. As Brandt

says: “There are many platforms out there that

are already in customers’ homes that can and

must be leveraged to achieve the four major

goals that all service providers have: to acquire

new customers, to extract the maximum

amount of value that they can from them, to

retain them, and to lower the cost of doing

those other three things.

“If you’re creating a multi-room solution,

which consumers are demanding as their

number one priority for digital TV, then being

able to leverage a tablet is great because that’s

portable and that can go into any room in the

house. But leveraging a games console, which

has huge penetration in the market, is just as

attractive and interesting to try and do.”

It’s going to be part of an exciting –

and challenging – future for TVE, as our

assessment of its prospects in years to come

will show in Section 3.

For more information about TM Forum’s

online Cable activities including the online

Community, please go to http://www.tmforum.

org/Cable/6081/home.html. For information

about how to get involved, or any other

queries, please contact Craig Bachmann,

Head of the Cable Market Support Center,

TM Forum via [email protected]

“The more content is there, the more people are going to get involved.

Another key area that is still a challenge is getting users to become aware

of the service and helping them to improve the authentication experience.”


http://www.tmforum.org/Cable/6081/home.html








It’s early days in the evolution of TV

Everywhere (TVE), but already cable

companies, analysts and vendors are looking

forward to how the model and technology will

develop. Many have their eyes on possibly

the biggest prize of all – a highly personalized

service.

Tablets will inevitably get faster, visually

sharper, more functional and more power

efficient. However, as the recent launch of

the Amazon Kindle Fire indicates, they are

also likely to become a lot cheaper and more

accessible.

For these reasons, it is logical for cable

companies to get tablet-ready TVE services

to market as quickly as possible. But they

will need to respond just as quickly to other

challenges if the future-related musings of

some of our interviewees proves correct.

Take content availability. Christopher

Schouten, Senior Marketing Director – Online,

Irdeto, believes that there is going to have

to be a single market for content “especially

in Europe.” In other words if something is

already available in one market, why should

other markets have to wait? “Those geographic

distinctions that we have today are I think going

to start to break down over time,” he says.

Tablets and smartphones will obviously be

part of this evolution. As Schouten says: “Ithink Apple probably got about 5 percent of its

annual revenue from companies that were at

[broadcasting technology show] IBC and had

product on their stands – including us!

“But,” he continues, “the industry is now

starting to move on to the next phase beyond

just delivery into experience. I think that’s a

key theme that the whole industry is looking

into now. It’s fine to be able to send generic

video to a device but how do you add value and

create consistency across all your platforms?”

Giving people exactly what they wantSection 3

Device-specific advertising?

How indeed? As noted earlier, TVE advertising

in particular may need to become device-

or even person-specific. Kurt Scherf, Vice

President and Principal Analyst, Parks

Associates, says, “They [tablets] are important

as viewing platforms for the video itself, and as

second screens for the operator to be able to

display interactive content or advertising that

complements video on the television. So one

interesting area to watch is all the companies

that are exploring the synchronization space

with automatic content recognition solutions:

fingerprinting, watermarking, audio and video

recognition, etc.”

Bringing us back to the present day, Greg

Ireland, Research Manager with IDC, reminds

us, “TVE is defensive: how best to promote

the value proposition of multi-channel pay

TV service in the face of competition from

low-cost online video offerings [is the big

question]?” However, he too believes that

“advertising is certainly an option [and] building

apps around content that have marketing or

monetization options is also interesting.”

He adds, “As things become more

sophisticated, target and location-based ads

on personal portable or mobile devices could

finally open up the whole notion of interactive

advertising for the pay TV market.”

Moving content to the edge

Such efforts will go hand-in-hand with changing

the network, allowing more efficient delivery

of content to the consumer. As media analyst

David Charmatz points out, some of the bigger

cable companies are investing heavily in the

future of their industry.

“This could, and in some cases does, mean

building an infrastructure that allows them to

centralize server arrays and move content to




Business intelligence and social networkingfunctionalities enable greater sophistication

the edge,” he says, “and then predictively, or

based on pure demand, move the content that

is most likely to be demanded down to the

closest location. Once you centralize you can

update things much faster. It also allows you to

potentially introduce network DVR [digital video

recorder] and all the other pieces that can go

along with it to create a true multi-screen, fluid

environment for the consumer.”

He continues, “The shift to pushing content

back further to centralized locations using

the CDN [content delivery networks] and

edge servers, versus putting more and more

power at the headend is a shift that’s already

happening for the biggest guys.” He adds,

“There are ways around legacy systems, but

there aren’t many players who are investing

in them right now – or even trialing them.

Everyone’s waiting for the bigger players

who do have the money and have made the

investments to see how things go before

they decide.”

Ireland suggests another take on TVE

evolution. “In a lot of ways, I think the

ecosystem building around TV Everywhere is

coming from two directions – the web video

world and the traditional service provider

infrastructure and solutions world. In some

cases we see companies like Cisco buying

web video companies or companies likeALU [Alcatel-Lucent] doing partnerships. In

other cases we see web video companies

transitioning to becoming TV Everywhere

companies. Eventually, we can all look forward

to a time when everything is being delivered

via IP to any device over any network. But

for now legacy devices, legacy delivery

infrastructure, and so on, remain.”

One-to-one relationships

For the moment, a one-to-one relationship with

each subscriber is a highly desirable way for

TVE to do both its primary job of preventing

cord-cutting and move towards opening up

new ways of making sustainable profits. The

ideal – a personalized experience across all

platforms – is one that Irdeto is focusing on,

one that, Schouten says, “knows what you’ve

said you liked and didn’t like in the past and

gives you the opportunity to create your own

channels around on-demand content… I think

that’s the wave of the future.

“We’ve seen some smart companies like

Virgin in the UK who have already taken VoD

[video on demand] channels which aren’t really

personalized, but they’re putting them right

into the linear EPG (electronic program guide)

next to the linear channels. So you can see

linear MTV, but right below that you can see

a bunch of videos or programs being replayed

from other times. If you click on them, it

initiates a VoD session.”

He continues, “But when you add

recommendation and business intelligence

and social networking functionalities into

the picture then you can get much more

sophisticated and give the people exactly what

they want.”

Multi-device programming

Jim Brandt, Director of TV/video, Synacor,adds, “That [multi-device] level of granularity

does allow you to build recommendations and

profiles for the individuals in the household

and really give them a much more custom

experience.” So customer-specific ads such as

promoting the new Star Trek movie to a known

sci-fi fan could be part of a brave new world

of different sets of programming at different

price points and different levels of premiums

around all sort of different combinations of new

programming “that really allow you to create





customization at levels never possible before”.

If your customer can actually get online

of course – especially outside the home.

Greg Ireland believes that a cellular wireless

market could take off, “particularly for

advanced subscribers who want all the

levels of functionality with high-quality video

experiences across their mobile devices.”

However, he adds, “I think there will still be

the issue of wireless network capacity, but

even more so will be the practical side of

data caps. Consumers aren’t going to have

unlimited data to go with the wide range of

content options.” Even broadband providers,

he suggests, are considering tiered services

and data caps in order to monetize usage.

4G to the rescue?

Will 4G cellular access eventually do the

job? Allan Zendle, Vice President, Center for

Operations Excellence, TMNG Global, points

out, “Capacity on today’s 3G networks is not

sufficient to support large-scale deployment

of high definition TV Everywhere services. 4G

networks hold the promise of providing the

needed bandwidth for these services.

“However, 4G wireless technology is

evolving rapidly and deployment has slowed

as a consequence, making coverage limited at

this time.” Wi-Fi networks, by contrast, “arerelatively inexpensive to deploy and operate

and do not require spectrum licenses. It is

likely that they will be utilized broadly, both

as an interim technology until 4G networks

are available as well as an alternative to 4G

for carriers that are not deploying their own

wireless networks.”

There is one caveat, however. “Given that

the spectrum is shared and unlicensed it will

likely be challenging for carriers to differentiate

QoS [quality of service] consistently.”

Wi-Fi is therefore an investment that may

be necessary. It’s certainly a logical step for

multi-service operators. Hence Cablevision’s

vast Optimum Wi-Fi network, which is free to

Cablevision’s online service subscribers.

Evolving business model

TVE technology is already evolving, but so

too is the business model. For Charmatz, a

potentially interesting new competitive play is

what he calls “UltraViolet and Keychest, which

are digital lockers” (referring to new ways of

streaming and downloading purchased content

to multiple platforms and devices).

Interestingly Kurt Scherf suggests that

something on these lines may eventually be

part of the future of TVE. “I think that the

exploration of the business model will be

next. I do think that the vast majority of the

TV Everywhere models will be free as part

of a paid subscription. However, I think it will

benefit the operator to consider cloud-based

VoD services that allow consumers to buycontent and watch it on multiple devices.”

Other developments – like Apple TV, Google

TV, Microsoft Mediaroom or the building by

Apple, Amazon and Google of data centers

“I think it will benefit the operator to consider cloud-based video on demand services

that allow consumers to buy content and watch it on multiple devices.”




More than 50 percent of tablet owners watchvideos on tablets once or more per week

“Tablets… have become a mobile hub through which you can access your entire

world, both personal and professional – from email and voicemail, to contacts

and calendars, to Facebook and Twitter, TV shows and music, home automation

and security – all synced up and available wherever you are.”

for cloud-based storage and computing – are

potentially more threatening because these

are companies for which video content may

be a means to an end rather than the business

itself. “You’re getting some very significant

other players to build the backbone that can

then start negotiating for the rights they need

to compete with the incumbents – in terms of

video service providers” suggests Charmatz.

He adds, “A lot of them don’t really care

about content in the true sense. They care

about the way they monetize it [through sales

of hardware, software or advertising, say]. So

they’re willing to use content as a loss leader.”

As for the TM Forum’s role in the future

evolution of TVE, Craig Bachman notes that as

content delivery grows more effective, so the

need for a coherent approach to BSS/OSS will

grow more, not less, urgent.

“The cable industry value chain, like most

value chains these days, is in transformation,”

he says. “Content delivery will be significantly

different – especially driven by changes in the

‘upstream’ creative development of content.

This is likely to change the delivery of content

in many ways – and the requirements for a

‘standard’ OSS/BSS will likely grow.

“As business models, customer preferences

and value chain compensation evolve at a

relatively high velocity, agile OSS/BSS will be anecessity to adapt to the changes. Clearly, TVE

is just one of hundreds of new drivers for the

need to define standard business processes

and the goal is for Frameworx for Cable to

support that challenge.”

Getting back to the tablet-driven future we

started with, David Purdy, Vice President,

Video Products, Rogers Communications, says,

“We can already see the impact that tablets

are having on video. Over 50 percent of tablet

owners are watching videos on tablets once

or more per week.”

Rogers is adapting its business model

accordingly. Purdy continues, “As our tablet

TV Anywhere offering develops, there will

be opportunities to expand our business

model to enhance revenue through services

like premium subscriptions and download-

to-own.

“We will also be able to explore delivery

beyond on-demand to provide live streaming

in the home as the tablet becomes another

screen. In addition, we will be able to bundle

in our current services like programming a PVR

[personal video recorder] remotely to create an

integrated TV Anywhere experience.”

Ultimately, the reason tablets can’t be

ignored is about more than TVE. Purdy

explains, “Tablets are clearly part of a larger

trend. They have become a mobile hub through

which you can access your entire world,

both personal and professional – from email

and voicemail, to contacts and calendars, toFacebook and Twitter, TV shows and music,

home automation and security – all synced up

and available wherever you are.”




SPONSORED FEATURE

Irdeto TV Everywhere end-to-end solution

There is no question that broadcast

operators need to deliver content –

including live streaming, catch-up TV and

premium movies – to their subscribers on

their favorite devices in order to remain

competitive and fend off piracy and

cord cutting.

But there are a number of questions

that you have to ask when planning your

TV Everywhere strategy: How can content

be most efficiently managed through

complex workflows and processes to

save costs and get content to consumers

quickly? What level of security is needed

to satisfy content owners depending

on the end device and the quality of the

content? Will you be able to analyze what

your subscribers are watching and create

reports to validate the ROI for your TV

Everywhere initiatives?

These and other questions must be

answered to ensure your chosen solution

guarantees the success of your business

plan. A good partner must:

Give you the fastest possible time to

market with a proven, integrated

solution

Create a seamless interface between

your content and your subscribers

Be able to deliver content to all the

most popular CE devices, as well as the

ones yet to come

Be known and trusted by major content

providers so you get the content you

need

Have a long-term strategy for the

continued security of your OTT platform

and applications.

Only this way can you get your service

to market quickly and stay one step

ahead of the competition.

Key benefits

Irdeto offers operators a smart solution

to control, manage, secure and report on

any kind of Internet-based video service

to any consumer device. Irdeto provides:

A ‘Media Hub’ to publish and secure

content to broadband-connected

consumers

Solutions for smartphones, tablets,

connected TVs, set-top boxes, media

extenders, PCs, Macs and game

consoles

Dynamic device security technology

deployed on more than 2 billion devices

and applications over ten years

Open architecture that easily integrates,scales and optimizes workflows and

reduces costs

Protection of OTT content from every

major studio on the world’s largest

cable operator (Comcast) and largest

OTT operator (Netflix)

Security for the broadcast and

broadband content of more than 300

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A global presence that supports your

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The stability of being a wholly owned

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Reduce your risks with a known and

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security solution

Creating a media application for

any platform that will exceed user

expectations and stand-up to the threat

of piracy is no trivial matter, and many

solutions may not meet your needs;

especially your long-term ones. According

to Teresa Mastrangelo, Directing Analyst,

Cable, Satellite and IPTV, Infonetics

Research:

“The volume of video content

consumption is expected to skyrocket by

2015, and as businesses and consumers

become increasingly dependent on

accessing video content anytime,

anywhere and on any device, cable

operators will have to become more

vigilant about protecting that content.

As the demand for video increases,the likelihood of illegal content being

downloaded will also increase. Content

producers should not only look to

continue to generate revenue from video

content but also increase the quality of

experience of consumers who pay for

such premium content.“

Being able to launch new products

to market quickly with a minimum of

risk is critical given the quickly changing

marketplace. The media-enabled devices

Securely ingest, control and manage streamed live programs,

catch-up TV and premium movies over-the-top to the devices your

subscribers love – PC, Mac, tablet, smartphone, game console and

other connected devices – to enable new opportunities, increase

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consumers love to buy and use are

increasingly open and difficult to secure,

and you never know which new ones are

coming next. Content provider security

requirements are also wildly in flux

as new technologies come to market

every week. Though PCs, Macs, tablets,

smartphones, game consoles and other

connected devices all have tremendous

consumer interest, they also have

significant security threats associated

with them. As a result, security solutions

must be proven and battle-tested, trusted

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options for integration with any device.

Only by doing this can you securely

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Pioneering security. Securing pioneers.

When people think of Irdeto, what

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the world’s broadcast pay TV operators

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Astro, Malaysia’s leading cross-media

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Programming Netflix, the world’s most innovative

OTT content provider, integrated into

more than 250 consumer devices and

now expanding into Latin America and

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The solution

The Irdeto End-to-End solution combines

server-based software, client-device

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an effective lifecycle security approach

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create the security-hardened client agents

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The Irdeto TV Everywhere End-to-EndSolution is comprised of Irdeto Broadband

and Irdeto ActiveCloak™ for Media, which

together provide a complete offering for

operators and content providers looking

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is the only company with the breadth of

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IRDETO

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http://www.tmforum.org/ResearchPublications/7097/home.html

http://www.tmforum.org/ResearchPublications/7097/home.html#TRCPublications/Link46790





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TMFC16132 - Tablet-based services - cable's next frontier.pdf