evolution to ip video issues for...

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Michael K. RileyIP Video Consultant

[email protected]

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




Product Lifecycle

Management








Resource




WirelessWireline

Infrastructure Management

Address Video AspectsMiddlewareEncodingSTBVideo Servers Video Design

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Wireline

Customer




Product Lifecycle

Management








Resource




WirelessWireline

Infrastructure Management

Address Home NetworkingGateway and Wiring

Define NetworkRateReachPerformance

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Wireline

Customer




Product Lifecycle

Management








Resource




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




Product Lifecycle

Management








Resource




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




Product Lifecycle

Management








Resource




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


STB/HG Assignment

STB

SubscriberAccount

keys,tickets

mail

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


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


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


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


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


L2/L3 Switch 1G10G

1G/10G

ISP ServicesBRAS

Media Gateway

SoftSwitchO

SOFT SWITCH

Video Servers

VideoMiddleware

VideoApplications

SLA MgmtServiceSLAs

Rate Adjustment


evolution to ip video issues for...

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