evolution to ip video issues for...
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Michael K. RileyIP Video Consultant
mikeriley@lucent.com
Evolution to IP VideoIssues for Consideration
October 2004
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The Consumer Household
Service Provider Situation
IP Video Business Challenges
IP Video Technology Challenges
eTOM - Pulling the Solution Together
IP Video Reference Architecture
Future Evolution
Agenda
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Kid’s /Teens Bedroom•Phone/voice services•Music Downloads•Chat•Video Clips•Movie downloads•TV• Online Gaming•Email/IM•Online research/surfing
•Phone/voice services•TV
Parent’s Bedroom
Living RoomTeleworkers/Home Office
• Phone/voice services• PPV, movies, sports• Personal Video Recorders • Interactive TV• Video games
• Phone/voice services• Email• Remote access to office • Online research/surfing• Large file transfers/ppt etc.• Fax• Tele/Video conferencing• Collaborative Apps• Online banking/bill payment
• Providers must simultaneously convey simplicity in message and mitigate complexity of choice
•Consumers require guidance through the increasingly crowded web of product choices and pricing plans
The Consumer Household: Diverse Interests Under One Roof
Driving SP Business & Technology Decisions
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• Intense Competitive Pressure• Customer Churn & Lost Revenues
~ $120/month/subscriber is at stake.TVInternet
Voice
Cable operators
VoiceInternet
TV /Video
DSL operators
The Good News• Adding IP Video Increases Revenue & Overall Gross Margins• Significant Opportunity
- $14B Addressable Market for Broadband Applications*• Technology Readiness• Bundling Broadband with TV & Voice Increases Customer “Stickiness”
Consumers are paying for entertainment services
* Source: “Customers at the Gate: Mounting Demand for Broadband-enabled Services
The Hard Truth Facing Service Providers
TV/Video
Internet
Voice
Multimedia
- Ads
- TV- iTV- VoD
- Gaming
...Internet
Voice
Now Trend
- Buying
Increase Customer LoyaltyBe the First, the Fastest & Best Provider of IP Video Services
IP Video Situation for Service Providers
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IP Video – Business ChallengesCustomer Acquisition &
Retention
Acquiring Content
Service Modeling
Assuring Superior Customer Experience
Increasing Speed to RevenueCompetitors
Managing Complexity
Increasing ARPU & Profitability
CurrentVertically Integrated Services
FutureConverged Services Arch.
Driving New Differentiated Services For CustomersDriving New Differentiated Services For Customers
ACCESS
SESSION
APPLICATION
USERINTERFACE
Voice Data Video
…
…
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IP Video – Technology Challenges
Reliability and Security
Scalability and Evolution
Performance and Availability
Expertise and Experience
Convergence Across Network
Domains
Operations and Management
Converged Solution is forcing Network EvolutionConverged Solution is forcing Network Evolution
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Strategy
Understand investment and budget constraints Determine relationship to overall convergence plan for
network and servicesCreate and execute the Marketing Plan to acquire new
customers and retain existing customersDevelop a Service Management Plan for both systems and
operations
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Infrastructure Management
Address Video AspectsMiddlewareEncodingSTBVideo Servers Video Design
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Infrastructure Management
Address Home NetworkingGateway and Wiring
Define NetworkRateReachPerformance
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Product Management
Develop and Define ServicesType and Number of TV’s per HouseholdChannel Line Up and Video Features Content AcquisitionAdditional Services
•Walled Garden, TV Games, iTV, T-Commerce, Targeted Advertising•Call Management, Messaging
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Operations
EvaluateCustomer CareNetwork OperationsVideo OperationsField OperationsSystems (OSS/BSS)Self Care
Reuse or BuyCapabilities of Current Systems Impact on Staffing Training CostsProcess Re-Engineering
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Wireline
Customer
Strategy, Infrastructure & Product OperationsStrategy &
CommitInfrastructure
Lifecycle Management
Product Lifecycle
Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations(Application, Computing and Network)
Supplier/Partner Relationship Management
Marketing & Offer Management
Resource
Supply Chain Development and Management
Service Development & Management
Development & Management
WirelessWireline
Processes
Define Service FulfillmentProvisioningData SynchronizationInventory/ConfigurationSelf CareMiddleware
Develop and Implement Security
Implement Service AssuranceShared Pipe Delay SensitiveVisibility into the Premise
Ensure BillingPricing ModelPackagingBundlingService
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Network Element Management Systems (EMS)
ServiceFulfillment
ServiceAssurance
ServiceBilling
EMS
NMS
SMS
NEL
Service Delivery Management Systems (Data, Voice, Video)
FaultManager
SLAManager
PerformanceManager
System & SecurityManager
Trouble Manager
OSS/BSS Integration
Operation Reference Architecture
InventoryManager
ProvisioningManager
Dispatch &WorkforceManager
UsageData
Collector
BillingSystemOrder
Manager
Web-basedSelf-care
CPE & Loop InventoryManager
CRM
CustomerAccessTransport
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Cable TV or DBS
Mod
em
Fire
Wal
l
STB / VoD/VCR/DVD
Cordless, Phones,
Answering W/W Gateways
IAD/eMTA Gaming(XBOX)
WebTV
DVRs
TV / HDTV
PSTN /BB Network
NIU
(s)
SIP Phone, VoD,Video Telephony
Wireless/BB Network
FTTP, Cable, DSL, 802.xx
Digital Camera,Camcorder
Phone 900 MHz
Printer
IntegrationServices
PDA / Converged Wireless/Wi-Fi
Wireless-BMedia Adapter
MultiMedia Server
Wi-Fi Access Point
Network Servers / Services
Media Center
Consumer’s Multimedia Home:
Wireless-BVideo Camera
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Back Up
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Service Fulfillment / Video
L2/L3 Switch
Billing & Order MgmtAccount Management
ServiceRequest
AccountPayment Status
Provisioning Mgmt
AccountRecords
ServiceCatalog
Premises
PC
HG
STB Registration Program Selection,Subscription Changes
DeliverySLAs
ContactHistory
Video DeliveryMgmt
VideoMiddleware
VideoApplications
Service Availability
Service Assignments
ServiceOrder
EMS
ServiceCompletion
Service History
Subscriber & STB IdsService PackageEqpt, IDs
Provisioning Scenarios•Establish IP TV service•Order premium channel service•Add additional STB
CPE & LoopInventory Mgmt
CPE
ServingHub office
OutsidePlantLoop Distance
Service Availability
STB/HG Assignment
STB
SubscriberAccount
keys,tickets
IP DeliveryManager
(DNS, DHCP,BOOTP)DomainNames
IPAddress
Subscriber Mgmt
InventoryNetwork
EquipmentCustomer
customer
DSLAM
Optical & Data NetworkNx10G
L2/L3 Switch 1G10G
1G/10G
ISP ServicesBRAS
Media Gateway
SoftSwitchO
SOFT SWITCH
CRMWeb Portal
Customer Service Rep
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Service Assurance / Video
Billing
Account Management
CRMTroubleReport
Fault Mgmt
Customer Service Rep
AccountRecords
ServiceCatalog
TroubleHistory
Premises
PC
HG
Traps, subscriber logs
ContactHistory
Service Records
Service Assignments
LoopTesting
Trouble MgmtTroubleHistory
Service History
NetworkTroubleStatus
Alarms
Service Assurance Scenarios•Measure and monitor video quality•Analyze routes, monitor RTP, RTSP•Channel Change Times (IGMP)•Video Stream (Latency, Jitter, Loss)•Manage video server faults•Monitor delivered service content•Manage customer service complaint
CPE & LoopInventory Mgmt
CPE
ServingHub office
TN
OutsidePlant
Loop Assignment
Service Availability
STB/HG Assignment
DispatchMgmt
LoopCheck
ValidateService
Traps, Logs
STB Logs, STB Diagnostics
STB
SLA Mgmt
DeliverySLAs
Payment Status, Disputes, Credit
Network Perf. DataVideo Perf. Data
Perf. MgmtNE
polling
InventoryNetwork
EquipmentCircuits
Topology
Customer
Web Portal
End-to-End Service Assurance
DSLAM
Optical & Data Network
Nx10G
L2/L3 Switch 1G10G
1G/10G
ISP ServicesBRAS
Media Gateway
SoftSwitchO
SOFT SWITCH
Video Delivery Mgmt
VideoMiddleware
VideoApplications
VideoMonitoring
VideoStream Mgmt
ServerMgmt
Subscriber Mgmt EMS
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Service Assurance / Home Network Management
DSLAM
CRM
Customer Service Rep
Premises
PC
HG
Trouble MgmtTroubleHistory
Service Assurance Scenarios•Monitor networked application performance•Analyze performance of networked applications•Use diagnostic tools to understand and resolve issues
DispatchMgmt
TroubleReport
TroubleHistory
NetworkTroubleStatus
STB
SLA Mgmt
DeliverySLAs
AccessHomeServicePerformance
InventoryNetwork
EquipmentCircuits
Topology
Customer
Web Portal
Fault Mgmt Perf. MgmtEnd-to-End Service Assurance
Optical & Data NetworkNx10G
L2/L3 Switch 1G10G
1G/10G
ISP ServicesBRAS
Media Gateway
SoftSwitchO
SOFT SWITCH
Video Servers
VideoMiddleware
VideoApplications
CollectPerformance
Data fromCPE Agent
DiagnosticTesting
ValidateService
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Optical & Data Network
Service Assurance/Security & Server Management
DSLAM
L2/L3 Switch
1GNx10G
10G
SecurityPatches
IT Security Administrator
Security Audits
Premises
PC
HG
STB authorizationsSTB image files
BRAS
VoIP
1G/10G
O
SOFT SWITCH SoftSwitch &
Gateways
ISP Services
Security Management Scenarios•Manage Digital Rights•Detect and respond to DoS attack•Detect and respond to Virus/Worm•Update CPE software•Manage server access security•Update/distribute firewall rules
Video Network
VideoMiddleware
VideoApplications
STB
NOC
Web portalsBSS servers
OSS serversEMS servers
DMZ
Access ControlLists
AccessLogs
SubscriberAccount
keys,tickets
Server Management Scenarios•Monitor machine utilization(CPU,disk,mem) Upgrade application software•Update third-party software•Monitor persistent processes•Manage server administration
System andSecurityManager
AccessControl
Allowed ports
Firewall Policies
Authorization,Authentication Video server and
STB Access Logs
VideoMonitoring
VideoStream Mgmt
ServerMgmt
Subscriber Mgmt
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Service Billing
Mediation
Billing
Rating & Promotions
Bill Rendering
Account Management
CRMBuild
Account AccessRecent Bills
Payment Processing
Financial System
On-line account status, billing
Manage Disputes, Collections & Credit
Content & CarrierSettlements
VOD & PPVBilling Records
Customer
Voice CDR
BillImages
Current Services Profile
Premises
STB
PC
HG
Web Portal
Program Selection,Subscription Status
Subscription Changes
Accounting Scenarios•Establish subscriber account•On-Line billing/account access•Collect usage data•Manage promotional campaigns•Resolve billing disputes•Manage settlements
AccountRecords
Nx10G
DSLAM
Optical & Data NetworkNx10G
L2/L3 Switch 1G10G
1G/10G
ISP ServicesBRAS
Media Gateway
SoftSwitchO
SOFT SWITCH
Video Servers
VideoMiddleware
VideoApplications
SLA MgmtServiceSLAs
Rate Adjustment
Customer Service Rep
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