Download - TELKOM IPTV
Delivering successful IPTV serviceDelivering successful IPTV service
JOHN SIHOTANG
Expertise � Empowering � Assured � Progressive � Heart
JOHN SIHOTANG
TELECOMMUNICATION PLANNING
SPECIALIST
[email protected] / [email protected]
Bandung, 5 Agustus 2010
Contents:Contents:
2
BackgroundBackground
The ChallengeThe Challenge
1
BenchmarkBenchmark3
Expertise � Empowering � Assured � Progressive � Heart
Key ConsiderationKey Consideration4
ConclusionConclusion5
TUT Content
Processor
IP Multicast
IPTV Middleware
IPTV Service and Subscriber
TV PortalMediatorMediator
CASCADE
STBHG
Telecom OSS/BSS
Basic IP TV Configuration
IP CORE
BRAS/ESR
DSLAM
VOD/nPVR System
VOD/nPVR Provisioning System
TV Headend
Live TV Provisioning System
Bitband Vision Server and
Maestro CND management
IP Unicast
CA/DRM
Content protection
System
IPTV Service and Subscriber
Management System
STBHG
Home Network
STB & HG
MSAN
Broadband Network
Solution
Contents:Contents:
2
BackgroundBackground
The ChallengeThe Challenge
1
BenchmarkBenchmark3
Expertise � Empowering � Assured � Progressive � Heart
Key ConsiderationKey Consideration4
ConclusionConclusion5
Meeting the IPTV Challenge
• -Why launch IPTV?• -Regulatory issues?• -Market environment and opportunities?
• -What service to launch?
Why
What • -What platform to use?• -What business model to choose?
• -How to develop a content strategy?• -How to source suitable content?• -How to implement the technology?• -How to market my product?
What
How
Mengapa IPTV ?• Evolusi akses broadband (“ADSL2+”:25Mbps, “VDSL”:50Mbps)
• Kompresi video lebih baik : H.264, MPEG-4, WMV9
• Penerimaan “Content Production House” terhadap advanced DRM technology mulai meningkat
• Biaya layanan IPTV per-subscriber terus menurun
• Pendapatan Telco dari voice revenues menurun drastis• Pendapatan Telco dari voice revenues menurun drastis
• Video menjadi peluang baru untuk untuk– Retain customers
– Grow ARPU
Key Factors Impacting a Successful Service Launch
• Strategy• Content• Technology components that work • Bandwidth/Last mile access• Bandwidth/Last mile access• A large broadband subscriber base• A favourable regulatory environment
Key Tools – Economic Justification
Tantangan Implementasi IPTV• Tantangan aspek bisnis
– Create a better user experience than cable or satellite– Becoming entertainment provider - major shift for a telco– The television market is an uphill battle - well established entities– Get premium content at lower prices than cable or satellite– Build trust with studios and publishers– Differentiate business model from cable (On demand? Anywhere access?)– Set Top Box price <$100– Accelerate FTTx/ADSL2+/VDSL roll-outs
• Tantangan aspek teknologi– Build better/cheaper silicon for STB – Lower cost of DSLAM/FTTx deployments (WiMAX?)– Further improve video compression rates– Content recording and distribution control (secure DRM)– End-to-end QoS monitoring and service assurance– Integrated customer care, billing, provisioning, activation, self-service– Multi-services blending (VoIP, IPTV, apps)– Higher density of VOD play-out farms
Critical Issues – Technical Aspecs:
IPTV Infrastructure Readiness
• Head End & Middleware
• SDP
• IP Transport (BRAS, Metro-E, IP
Core & IPBB)
•OSS & BSS
Core & IPBB)
• Local Access R2BB ( 3 Mbps )
DSLAM, CPE (HGW) & STB
Contents:Contents:
2
BackgroundBackground
The ChallengeThe Challenge
1
BenchmarkBenchmark3
Expertise � Empowering � Assured � Progressive � Heart
Key ConsiderationKey Consideration4
RecommendationRecommendation5
Benchmark - Example of IPTV offer in western Europe
Offer
Content
�2/3Play bundled TV offer. BB speed : 20M XDSL up to 100M for FTTH (France) – no stand alone TV offers
�Basic TV Package Free Channel. IPTV ARPU (no BB) from 3€ (Free IPTV) to 40€ (Premium IPTV). incumbent
are usually positioned premium price.
�Ex: 3Play offer “free” (France) €/month 29.99 (basic TV offer 150 channel, BB speed 28M, WEB TV)
� Fee TV (DTT, DTA) ” and DTH “premium offer”. entry level (package base free) from 40 to 100 channels (Free)
�Widely increase of free IPTV and basic pay TV IPTV offer on a monthly fee base
� Sport and especially soccer are the main driver for the premium
�VOD library: flat subscription
Pricing
STB/PVR
Other services
� Integrated STB IPTV/DTT with PVR e but sometimes also HD (FT e T-Home, Free). Very few proprietary
technology, lots of STB vendors
� TV Widget: maps, weather, news, traffic, Finance news, gaming
�PVR : time shift and catch up TV
�Download music: flat fee
�Video sharing/UGC:
�Media Center
�Phone on TV: listen to the answer machine on tv (!!)
�PVR Remote programming
�Multiroom
*benchmark: Free, DT, Orange, Belgacom, TEF, BT,
Benchmark - Example of IPTV offer in western USA
Offer�2/3Play on FTTH, BB speed up to 50Mega, stand alone TV offer . ATT & Verizon are offering
IP/Cable Tv and DTH TV (Direct TV when there is no coverage) as well as mobile TV with Qualcom
MediaFlo.
�NO Free IPTV, there are 2 kind of pricing:
�Basic pay (FiOS TV basic TV channel + STB/DVR + BB 3M): Verizon 84.99$/month (on
promotion)
�Premium (U-verse / premium + STBHD + BB20): AT&T 115€/month
�TV offer”:
�Verizon FiOS TV (package basic pay): 125 HD channels, Over 385 digital channels, VOD: Over
Pricing
TV content
STB HD
Other
services
�Verizon FiOS TV (package basic pay): 125 HD channels, Over 385 digital channels, VOD: Over
18,000 Video On Demand titles every month
�AT&T U-verse: TV packages start at $49 per month – packages available with up to 390
channels, including local , Access to over 110 HD programming
�Basic Channels: Local channels such as ABC, CBS, NBC and Fox, ESPN, Discovery, TNT, USA,
MTV, CNN and more
�AT&T provides an HD-ready receiver at no additional charge.
�TV Widget: maps, weather, news, traffic, Finance news, gaming (lottery), directories
�PVR : time shift and catch up TV
�Media Center/multiroom
�Video communication
�Remote programming: AT&T 14 days before
Fonte: Rielaborazioni Benchmark TIlab
Contents:Contents:
2
BackgroundBackground
The ChallengeThe Challenge
1
BenchmarkBenchmark3
Expertise � Empowering � Assured � Progressive � Heart
Key ConsiderationKey Consideration4
ConclusionConclusion5
Business Aspect
Trend in Asia – Content Strategy
• Start with satellite turnaround signals which already have an Asian footprint => require little in- house programming expertise
• Invest in brand-name channels - to build critical mass and position as a ‘complementary’ and not ‘substitute’ service to traditional PayTVservice to traditional PayTV
• In-house content department and capabilities give operators the edge, e.g. self-programmed channels, marketing, licensing and legal expertise
• Local content/ self-programming for competing with traditional Pay TV operators
Key Considerations: The Content Business
Trend in Asia – Business Model
• STB subsidies is common - –Free STB to drive service adoption/lower entry barrier => low-cost STBs critical in any deployment
• A la carte and/or mini-pack subscription model breaks down barriers of huge channel bundle with high monthly
• A la carte and/or mini-pack subscription model breaks down barriers of huge channel bundle with high monthly fees
Pertimbangan Akses (1/3)
• IPTV untuk residential area• IPTV menggunakan Speedy (ADSL 2+ bandwidth s/d 25
Mbps).• Bandwidth 8-10 Mbps utk layanan HDTV • Panjang/jarak kabel pelanggan (1 km) jika panjang kabel • Panjang/jarak kabel pelanggan (1 km) jika panjang kabel
tidak dipenuhi disolusi dg menggunakan remote DSLAM• Perangkat modem ADSL minimal memiliki 4 port
ethernet dan support multi PVC & port mapping.
Technology Aspect
Pertimbangan Akses (2/3)• IPTV untuk Office Building• Menggunakan Metro-Ethernet HRB• Metro node di HRB (menggunakan fiber optik) ke pelanggan
menggunakan distribution switch (dengan UTP cable standard)• Panjang/jarak kabel UTP dari switch ke pelanggan maksimum 100
metermeter• Bandwidth dari Metro-Ethernet ke distribution switch 1 Gbps.• Bandwidth tidak ada isu (BW ke pelanggan 100 Mbps/100 FE)• Kapasitas maksimum 1 unit distribution switch utk melayani 48
pelanggan• Distribution switch support manageable trunking
Pertimbangan Akses (3/3)
• IPTV untuk Apartemen• Menggunakan Remote DSLAM/MSAN di dalam Gedung• Akses dari Metro-E ke Remote DSLAM/MSAN
menggunakan fiber optik dan distribusi ke pelanggan menggunakan kabel tembaga standar (pertimbangan kemdahan instalasi IKG)menggunakan kabel tembaga standar (pertimbangan kemdahan instalasi IKG)
• Panjang/jarak kabel tembaga dari Remote DSLAM hingga 1 km
• Bandwidth minimal 4-6 Mbps utk SDTV & 8-10 Mbps utk HDTV
• Perangkat modem ADSL minimal memiliki 4 port ethernet dan support multi PVC & port mapping
Pertimbangan Network
• Network agregator menggunakan Metro Ethernet (bandwidth s/d 10 Gbps).
• Network element yang digunakan mendukung IGMP untuk multicast.
• Format video MPEG4/H264.• Format video MPEG4/H264.
Koneksi IP
• Koneksi : PPPoE• PPPoE ditangani oleh BRAS tersendiri
(khusus IPTV)• 1 BRAS untuk menangani 1 regional area• 1 BRAS untuk menangani 1 regional area
Market & Marketing Aspect
IPTV Basic & FreeIPTV Basic & Free--miummium Service Service 1
IPTV BASIC SERVICES :
1. Paketisasi layanan IPTV- HD (DTT)
2. Electronic program guide
3. Channel domestik, LN, Premium
Pu
blis
hin
gto
ols
Pu
blis
hin
gto
ols
Broadcaster
and Content
Provider
UGC WEB
IPTV Web TV
Set Top Box/Media centerSet Top Box/Media centerProvider
CONTENT & FREE-MIUM SERVICES :
1. TV Widget: maps, weather, news, traffic, Finance
news, gaming , Sosial media & marketing
2. PVR ++: time shift and catch up TV
3. Download music: flat fee
4. Video sharing/UGC:
5. Media Center (Broadcast media)
6. Phone on TV: listen to the answer machine on TV.
(Seamless & multiscreen)
7. PVR Remote programming
8. Multiroom
9. Chatting on-line
10. Hot Billing
VALUE ADDED SERVICES :
1. Video on demand
2. Web TV access
3. Personal video recorder (PVR) , Time shift
4. Application store (music, photo)
5. Advertising personalization
6. Electronic program guide
7. Game
Fitur Layanan• The subscriber has the choice of channel selection and pays only for the
channels being subscribed• A longer-term plan offers a bigger discount to subscribers For example, the HBO
and Cinemax package combo is Rp.85.000 monthly, Rp. 75.000 semi-annually, and Rp 65.000 yearly.
• A channel subscription plan is available under different terms: monthly, six-monthly and yearly
• On demand programs are available on a pay per view basis• On demand programs are available on a pay per view basis• Service is available at virtually no startup cost for subscriber• Telkom provides free installation and decoder Set Top Box (STB) for customers
who subscribe to broadband service.• Customers do not incur any cost to try IPTV-based television service with fifteen
free channels included, and there is no monthly service fee• Pause, fast forward, and fast backward features are available only for on
demand programs• Telkom provides a la Carte pricing models that give much flexibility in the
channel selection, resulting in a tremendous interest from customers.
STP
• Segmentation– Kelas ekonomi A-B
• Targeting– Kelompok Innovators dan early adopters– Family– Family– Women as endoser– Netizen– Youth sbg influenzer– Premium customer
• Positioning– TV Kualitas Tinggi dengan pengalaman berbeda
TV Ads Market Indonesia
• TV Ads Revenue by TV Station:– TPI (projected 2010): 800M– MNC (RCTI, SCTV, GlobalTV): 3950M
• Ad Expenditure Indonesia 2008: • Ad Expenditure Indonesia 2008: – All Ad: 2626 US$m– TV Ad: 1661 US$m
Promosi
• Tahap I: Free trial ke calon pelanggan terpilih (September-Desember 2010)
• Tahap II: (Soft ?)Launching (Desember 2010)2010)
• Tahap III: Retensi– Fluktuasi harga (diskon, paket, dll)
IPTV as Single product
• STP = Premium (ekonomi A-B), kualitas tinggi• Ada tambahan fitur :
– Channel High Definition– TV on Demand– TV on Demand– Near VoD– VoD
�Dengan paket setara Pay TV, price lebih tinggi
daripada Pay TV namun pada waktu promosi dapat
diberi price sama dengan Pay TV
IP TV as Bundling Product with Speedy
• Pertimbangan :– Positioning terhadap single product IPTV– Positioning terhadap single product Speedy
(ND Dir KNS C.Tel. 105/YN 000/COO-(ND Dir KNS C.Tel. 105/YN 000/COO-C0000000/2010)
Nama Paket Speed Tarif lama Price Battle Area Price Non Battle Area
Rp 75.000/30 hariRp15.000/5 hariRp 100.000,-/30 hari Rp 100.000,-/30 hariRp 50.000 / 2 weeks Rp.20.000/ 5hr
Rp 50.000 / 2 weeks Rp.20.000/ 5hr
N/A (code name : Speedy-Flash) 384 K N/A Akan ditetapkan max 8 Juli 2010
Akan ditetapkan max 8 Juli 2010
Load 512 K Rp 295.000 Rp 195.000 Rp 295.000Familia 1 M Rp 645.000 Rp 295.000 Rp 645.000Exe 2 M Rp 995.000 Rp 450.000 Rp 995.000Biz 3 M Rp 1.695.000 Rp 650.000 Rp 1.695.000Fitur Upgrade Line Speed 5 M Rp2,010,000Fitur Upgrade Line Speed 10 M Rp2,795,000
N/A
Paket harian, Paket mingguan. 256 K N/A
N/A (code name : Paket Lite) 128 K N/A
• Network and service quality– Picture quality– Zap time– Control command response time– STB startup time– Audio-to-video synchronization
delay– Authentication Errors
PeningkatanPeningkatan level of customer experiencelevel of customer experience?
– Packet loss ration– Packet Latency– Packet Jitter– Errored packets– Out-off-order packets– Bit error rate– Loss of frame– Loss of signal– Authentication Errors – Loss of signal– Percent error-free seconds
• Transport performance– Broadcast and Video-on-Demand Number of Video Freeze Events– Broadcast and Video-on-Demand Number of Skip Events– Join and Leave Latency– Interchannel Latency– Play Response Delay– Fast Forward, Pause, and Rewind Response Delay– Broadcast and Video-on-Demand Service Quality Index
Content Business Process
IPTV Content Services Value ChainBusiness & Content Processes.
ProductionProduction DistributionDistribution DeliveryDelivery ConsumerConsumer
•IP•Planning
•Rights Aggregation •License Tracking •Consumer MgmtCreative
•Planning
•Contracts
•Budgeting
•Cost Accounting
•Animation
•Production Shoot
•Post Production
•Wholesale Licensing
•Windowing Strategy
•Wholesale Content
Distribution
•Content Management
•Xcoding & Library
•License Tracking
•Consumption Tracking
Content Retail Delivery,
Tracking, Yield
•Ad Insertion
•Content Streaming
•Consumer Mgmt
•Subscriptions
•Relationship Mgmt
•Pay per-Unit: Rentals
•Ad Usage Capture
Commerci
al
Creative
Content
© 2010 Oracle Corporation – Proprietary and Confidential
Contents:Contents:
2
BackgroundBackground
The ChallengeThe Challenge
1
BenchmarkBenchmark3
Expertise � Empowering � Assured � Progressive � Heart
Key ConsiderationKey Consideration4
ConclusioConclusionn5
Embrace - superior capabilities of IP technology
Design - a highly flexible platform for quick and easy addition of new services, new business and pricing models and new distribution mechanisms
Learn –how to monitized new trends in content creation and distribution
Conclusion6
Learn –how to monitized new trends in content creation and distribution
- across multiple access platforms
–with innovative business models
:Work closely - with the content community to help them understand the potential of new and evolving technologies
Beware - the dangers of being a closed proprietary delivery mechanism vs the internet’s potential to deliver a myriad of free and pay programming