Transforming the Way Customers consume content · Transforming the Way Customers consume content Aunindo Ghosh Senior Product Manager – SP Video July 2015 Solutions, Services, Experiences

Transforming the Way Customers consume content

Aunindo Ghosh Senior Product Manager – SP Video

July 2015

Solutions, Services, Experiences

© 2013-2014 Cisco and/or its affiliates. All rights reserved.

More Content More Screens More Personal More Interactive


Revenue Drivers Revenue Contribution ($Bn), 2012

10

20 5 2

11 48

0

10

20

30

40

50

60

70

80

90A

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SD

HD

VA

S

Ad

verti

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Revenue (

US$ b

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Revenue Contribution ($Bn), 2020

4

43

14 4

21 86

0

10

20

30

40

50

60

70

80

90

An

alo

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SD

HD

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ing

To

tal

Revenue (

US$ b

il.)

Source: MPA, 5/2013. VAS includes fees from services such as VOD, DVR and

PPV.


Outstanding & Productive User Experience

On Demand Entertainment

Targeted & Relevant Advertising

DVR Lite, DVR, Multi-Room DVR to Cloud DVR

Interactive TV

How to transform customer experience

Security needs to be a Protector AND Enabler for advanced experiences


Outstanding & Productive User Experience


Content Discovery: Essential Tool for monetization

“Only 4% of people who sit down to watch TV

know what they want to watch” (CEA)

“VOD makes up just 1% of US TV viewing. Pay-TV

operators can increase VOD and premium content

purchase by x2, x3 by pushing relevant

content to subscribers”

(TDG, Digitalsmiths)


Foundations of outstanding UI/UX Rich, consistent, true multiscreen UI/UX experience across range of devices : from Entry Level SD Zappers

> HD zappers > PVR > Gateway to 2nd Screen with varying memory profiles( flash 1MB – 3MB)

Non intrusive, icon or overlay poster based electronic program guide, with additional support for regional languages.

Multiple monetization features like EPG ad’s , Unified on Demand and Global Search Experience.

Scalable Content source & content discovery using Rich metadata.

Cisco Product UX


Levels of Customization in EPG

Ergonomics

Features & Functionality

Layout & Animations

Fonts & Colors

Near zero effort” recoloring for low cost cable operators

Tier 1 and tier 2 customers prefer a customized EPG

Fully custom built EPG solutions

Branded themes for standard UI customization

Ide

nti

ty

Erg

on

om

y Pro

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ct


No Evo EPG is same…

Custom Branded Evolution EPG - With over 51 Customers


On Demand Entertainment


11

Operators Are Exploring VOD Delivery Models

ZON increased VOD revenue with new UI

Number of buys on the ZON video-club, including subscription VOD, increased by 160%

VOD revenues increased to almost 0.8% of total triple play revenues in the quarter

(Broadband TV News, May 2011)

DirecTV Launched Premium VOD for $30 per rental

Launched April 2011 together with 20th Century Fox, Sony Pictures, Universal Pictures and Warner Bros.

Offers early-release films on HD for 2 weeks for $29.99 with 48hr viewing windows

VOD becoming leading proposition in emerging markets leapfrogging to 2-way


Video On Demand : Technology & Business Choices

VOD on a 1-Way Network : nVOD, Basic & Advanced Push VOD

VOD on an Unmanaged/3rd Party Return Path: Progressive Download, ABR

VOD on a fully managed IP Network: Streaming VOD, ABR based VOD

Business Models: nVOD, TVOD, SVOD, Cross Device Entitlements, Bundling


Targeted & Relevant Advertising


TV advertising business

+ + = Audience Inventory Advertiser demand Money

TV viewers

Creditably measured

Demographically subdivided

SPs deliver audience for broadcasters and

content providers

Advertising time available in a show or

on a channel

Who owns / sells this inventory?

Will they pay for their adverts to been seen

your audience?

The right Ads seen by the right viewers

at the right time

Where can a Cable Operator Add Value ?

Is there room for more More Inventory ?

Is there room for more More Advertiser Demand ?


EPG Ads – An Additional Revenue Opportunity

• Serve targeted and contextual advertisements on EPG real estate

• Promote premium content (VOD, Broadcast, OTT) on EPG to increase ARPU

15


EPG Advertising

• EPG Ads at multiple locations

• EPG Banner

• Home screen

• Ads over video

• Multiple levels of targeting

• Based on household profile

• Service based, event based, genre based

• Dynamic Advertising

• Refresh

• Rotate

16


Audience Measurement System

17

• Prove advertisers that their ads are being watched

• Demonstrate the number of impressions that they received from the platform

• EPG Ads reports back to AMS

• Which campaign has been presented

• Which ad has been presented

• Time Stamp

• Ad Zone

• Duration of Ad display


EPG Ads: Campaign Management Tool

• Marketers can book ad campaigns based on

• Specified Ad Zones

• Specified number of Ad Zones

• Campaign duration

• Target Profile

• Context (Time of Day, genre, channel)

• Marketer can edit/update the campaign

• Add creative assets if they were not available during initial booking

• Change creative assets

• Change flight time

• Delete campaign Simple and fast booking of campaigns.

Easy to sell deals to advertisers.


Case Study for Airtel- Leading DTH Operator In India

Overall 15 Million Subscribers

Deployed the Targeted EPG Advertising Solution across all deployed box profiles (SD, HD, 1-way, 2-way, Zapper, DVR)

Targeted EPG Ads targets over 27300 unique Postal Codes across whole of India

Over 50 unique KPIs defined resulting in varied targeted campaigns

Have partnered with a leading Ad Agency in India for sourcing various Ad Campaigns

On an average 50 different campaigns are created per month

Have also deployed AMS as the Measurement platform in sample homes with sample size of 1000 subscriber homes per region

Next phase is to deploy Predictive Modeling for Ads Consumption Behavior across population


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DVR Options


1-Tuner Zapper + USB drive. Live Pause, Trick Play, 2-3 Asset Storage

Creates awareness & Stickiness for Time Shifted TV

DVR Technology & Service choices E

xte

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l

US

B S

tic

k

DV

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e

Fu

ll

DV

R

Hyb

rid

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VR

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ll

cD

VR

1-Tuner Zapper + External HDD. Create Movie Libraries

Reduces operator Capex due to self paid model. Upsell to DVR

2 Tuner full fledged DVR (Internal/External) with Remote Booking

Provides infrastructure for Push VOD, and other On-Demand

Connected DVR, extendable storage to Cloud. Retains recorded assets

Avoids truck-roll, swap-out. Allows Multiscreen DVR

Full PVR Functionality on connected zapper with Unique/Common Copy

True multiscreen solution, with extendable cloud storage

MR

DV

R 1 Master DVR, plus connected Zapper Clients over WLAN

Avoids capex for 2nd DVR in a Multi-TV home, creates stickiness


Interactive TV


Engaging Viewers With Internet STB Apps and Widgets

Contextual web-apps are making their way

to market

• Widgets (news, twitter, notepad, Sudoku)

• Context (IMDB, Wiki)

• Apps (YouTube, Vimeo)

• Info widgets (news, weather, voicemail)

Business model: Download from Walled

Garden App store


On-Screen Widgets: Examples

25

Virgin - Weather

Telstra - Picassa

Iusacell – Stock Ticker

Bouygues - News Numericable – FB Chat

Verizon – Widget Bazar


Companion apps 1. Discovery

• Includes VoD catalogue and New EPG concepts, replacing the channel order with social/server recommendations and adding rich metadata (SFR, Comcast)

2. Check-In

• Rewards viewers with prizes for “checking-in” to the show (Orange TV Check, GetGlue)

3. Advertising

• Lets you buy what you see on TV ads (Shazam, Watch with eBay)

4. Networking – Enables social interaction with friends via social networks (Fango)

26


Companion apps 5. Interaction – Enables users at home to

interact with a specific program (X-factor)

6. Control – Replace the traditional remote and DVR scheduler with an emulation of in on the companion device (TiVo)

7. Consumption – Watch TV on the companion device (DirecTV)

8. Multifunction – Includes a combination of the above features (Zeebox, ScreenSync TV, Fav.tv)

27


Popular App: Karaoke on STB

oRed Karaoke & Cisco are developing a karaoke app for Cisco’s STB

o The app can be used on connected and non connected STB

o The app is a karaoke game (similar to Sing Star)

• Amplified voice with microphones connected to the STB

• Automatic scoring compared with the original voice of the singer

• Karaoke and Singalong mode and Duets

• Playlist and favorites managements

• Multi-language karaoke


Product Offer

• Karaoke Application infrastructure

• Karaoke Application development & Integration

• Support, Training

• Operational requirement for Service Provider:

• Karaoke Content Rights

• Karaoke Content Production

• Karaoke Catalogue Management

• Subscription Management


Launches in Jan 2006

SD Zappers

iTV under Actve brand

HD STBs in June,2010

HD PVR in Feb,2011

Video On Demand

Dec,2011

TataSky Mobile App

May,2013

Everywhere TV

Oct,2013

Case Study 12 Million + subscribers

Highest ARPU in India

Highest DVR penetration in India (~1M+)

Technology & brand leader

2mn+

subs for

Actve


Operator Service Transformation Path

Basic Broadcast

HE

HD Zapper

• Broadcast Live

TV

• Interactive Apps

Advanced

Broadcast HE

• Broadcast Live TV


• DVR Service

• Push VOD

• EPG Ads

Advanced

Broadcast HE



• DVR Service

• Push VOD

• EPG Ads

• OTT Live & VOD

• Search/Reco

• Mediashare

• 2nd Screen Apps

Hybrid HE

HD Zapper

DVR Lite

HD DVR

Hybrid HD Zapper

Hybrid DVR Lite

Hybrid HD DVR

Advanced

Broadcast HE



• DVR Service

• Push VOD

• EPG Ads

• OTT Live & VOD

• Search/Reco

• Mediashare

• 2nd Screen Apps

• Multiscreen TV

• Home Media Server

• Synch & Go

Hybrid HE

Hybrid HD Zapper

Pure OTT

Hybrid HD DVR

Media Gateway

PC

Table

t

Mobile

Multiscreen

Phablet

Videoscape Roadmap Advantage

Basic Linear

Se

rvic

es

Advanced Linear Linear + IP Multiscreen, Cloud-based

SD Zapper

De

vic

es

Scalable, Cloud Powered Data Center Infrastructure

Thank you.

Documents

Transforming the Way Customers consume content · Transforming the Way Customers consume content Aunindo Ghosh Senior Product Manager – SP Video July 2015 Solutions, Services, Experiences