hybrid cable – evolution to ip video...multi-screen video service launches cloud-based video...

12/7/2012

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© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 1

Hybrid Cable – Evolution to IP VideoNick Fielibert

12/7/2012

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© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

NG IP Video Infrastructure

Evolution of the Home Network

Why IP Video

NG Access Network

Conclusion

Market Dynamics and Subscriber Experience

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Why IP Video

NG Access Network

Conclusion


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© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4Sources: Cisco VNI study, Convergence Consulting Group, TDG, In-Stat ,ABI Research, 2010

Consumers want Personalization /

on-demand services

Apple App Store: 3B apps downloaded

Most popular Web Apps are on-demand content

Massive Growth of Online Video

Video > 90% of consumer IP traffic by 2013

12GB/sec.

100GB/sec.

Explosion of connected devices

from OTT providers

>1.6M US households ready to “cut the cord”(mainly Gen Y)

1 billion web-enabled CE devices by 2015 (50% connected TVs - $3.4B market by 2014)

Pay-TV SPs Ambitions

Consumers want to watch their content when and where they want.

New services to maintain ARPU and reduce churn: Full HD, 3-D, Home TP, Games, etc.

‘Cool’ User eXperience, with simplified access to content (3D, gestures, search, recommendations)

““““TV Everywhere””””

MarketTrends

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New IP-video enabled consumer devices

New IP-video enabled consumer devices

Market TrendsMarket Trends Market ImpactMarket Impact

Device Proliferation Device Proliferation

Service ImpactService Impact

Home and Access Bandwidth Constraints

Home and Access Bandwidth Constraints

Accelerating consumption of online video services

Accelerating consumption of online video services

Multi-screen video service launches

Multi-screen video service launches

Cloud-based VideoCloud-based Video

Traffic Explosion Traffic Explosion

Billion IP devices by 2015*Billion IP devices by 2015*

Increase in IP traffic by 2015*Increase in IP traffic by 2015*

Cloud Scalability and Flexibility

Cloud Scalability and Flexibility

Transport and CDN Network ScalabilityTransport and CDN Network Scalability

Increase in online video consumption time**

Increase in online video consumption time**

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• Consumer video driving changes

• Industry in transition

• Online video is delivered using Cloud technologies

• Internet-type experiences will decide who captures consumer attention

15 Billion15 Billion

9191

81 Exabytes81 Exabytes

Global IP traffic/month *Global IP traffic/month * Connected Devices *Connected Devices *

Percentage Share of Video in Consumer

Traffic *

Percentage Share of Video in Consumer

Traffic *

62 Gigabytes62 Gigabytes

Average InternetHousehold Traffic

per Month *

Average InternetHousehold Traffic

per Month *

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Unified Experience beyond TV

Unified Experience beyond TV

Content RelevancyContent RelevancyCustomized ExperienceCustomized Experience

Unified Experience beyond Android & Apple devices

Unified Experience beyond Android & Apple devices

Quality of ExperienceQuality of Experience

QoE

Multi-screen, cloud servicesMulti-screen, cloud services

Infinite Content Sources

Managed &Unmanaged Networks

Managed &Unmanaged Devices

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Why IP Video

NG Access Network

Conclusion


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Media Delivery Networks need to evolve to match the new demands of Entertainment

Mission-Critical ApplicationsMission-Critical ApplicationsTime-Intensive DeploymentsTime-Intensive Deployments

Service-Defined SilosService-Defined SilosScale-Constrained InfrastructureScale-Constrained Infrastructure

Internet VoD Linear

Can your network and data center scale to handle new web applications?

Do you have different infrastructures for each Media service?

How long does it take you to rollout a new service or consumer app?

How confident are you in the quality of your services?

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• Enable subscribers to access cable programming on their choice of IP video devices, on-net and off-net

• Provide a unified portal to all video content

• Consolidate video service infrastructures and workflows, OPEX savings

• Utilize network resources efficiently for all services

• Keep pace with rapidly changing video technology

• Alignment with cloud architecture to support device ecosystem

• CAPEX requirements for all IP video (over DOCSIS) similar to silo approach with hybrid DVB-C

• Lowers bandwidth requirements in the long run by sharing the data pipe between VBR or ABR video and opportunistic data traffic

Deliver any type of video service to any IP video devicevia an efficient, cost-effective, all-IP network

Deliver any type of video service to any IP video devicevia an efficient, cost-effective, all-IP network

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• Interactive, multi-screen, “4 Any”experience

• High quality content

• Linear, non-linear video, premium content, choices!

• Common experience across devices and environments

• Applications and widgets (e.g. social networking, information, gaming, etc.)

• Rapid service evolution

• Cloud video delivery via IP, scalable orchestration layer, session shifting

• Optimized for the consumption screen (RTSP, HTTP, multiprofile delivery), content pushed to the edge (CDN)

• More unicast content. Platform scale. Multicast delivery for linear

• Web/PC-based DRM. Transition scenarios will require support for traditional CA

• IP end-points. Service delivered over managed and/or un-managed networks

• ABR delivery over HTTP

• Open platform, w/ ecosystem of developers for 3rd party services

Consumer Experience Technology Implication

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Remote Scheduling

and schedule your DVR on the

Remote SchedulingForget to schedule the DVR? Avoid DVR disappointment and schedule your DVR on the Go. Anywhere. From Any Device.

Enhanced DVREnhanced DVRNeed to step away from the big game? Pause and Resume play when you are ready from Any Screen with Companion Device Services for enhanced services (social, ads) and remote control.

Multi Room DVRMulti Room DVRWant to move about the house with your favorite show in tow?Whole Home DVR with Cross-Screen Fling makes it all possible.

Time Shifted TV ServicesTime Shifted TV ServicesInterruptions, commitments, distractions. Don’t let them interfere with your entertainment. With Restart and Catch Up your favorite shows accommodate your schedule.

Subscriber BenefitsSubscriber Benefits

SP BenefitsSP Benefits

• Program recordings from any device

• Watch recordings from any location or device

• Avoid DVR conflicts and save storage space

• Program recordings from any device

• Watch recordings from any location or device

• Avoid DVR conflicts and save storage space

• Unified workflow and data center • Subscriber retention and growth• Lower OPEX by reducing the

need for truck rolls for enabling DVR service

• Easier up sell mechanism for subscribers

• Unified workflow and data center • Subscriber retention and growth• Lower OPEX by reducing the

need for truck rolls for enabling DVR service

• Easier up sell mechanism for subscribers

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Why IP Video

NG Access Network

Conclusion


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System and Content Management

• Reach beyond traditional network boundaries to efficiently manage video content and services. Many middleware options with open clients.

V VVVV

VV

VVV

VV VVV

V VVVV

FCFC

V VVV

VV

VV

VV VV

V VVV

FC

Subscriber Apps

•Reach beyond traditional video services, deliver subscriber apps across all devices, SPs define common look and feel across different outlets.

Cable

Fiber

xDSL

Mobile

Clients

•Deliver an immersive experience enabled by open clients

NGN Edge

•Multiple Access types will support many end-devices and target people, not just homes

ContentDelivery Network

•Ingest and distribute massive content across a national footprint to many end-devices

IP/NGN

•Guarantee service delivery across a converged NGN with media aware distribution

Media Data Center

•Secure Data Center design to deliver Video services and apps over a unified computing system

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• Silo’d architectures, with

duplication of management

infrastructure

• Separate VoD, linear, and

internet video services with

tightly coupled command

and control

• Hardware-intensive

MPEG-level processing

• Centralized on-demand

video (limited scale)

• Silo’d architectures, with

duplication of management

infrastructure

• Separate VoD, linear, and

internet video services with

tightly coupled command

and control

• Hardware-intensive

MPEG-level processing

• Centralized on-demand

video (limited scale)IP NGN

SubscriberSubscriber

Grooming

Encoding

Ad Splicing

VoD

VoD

VoD

VoD

DatacenterSwitch

Web Servers

HTTP

DRM

Storage

Acquisition

Off Air

IRD

Satellite

Apps

Dev Mgmt

EPG

Sub Mgm

Acquisition Linear VoD Mgmt Interactive

Traditional HeadendTraditional Headend

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Real-Time ABRTranscoders



Network Storage

CDN Root Media POD

Media Data CenterMedia Data Center

Ad Splicing

Compute

Non-Realtime ABR TranscodeRecommendation Engine

Subscriber Mgmt , Metadata MgmtProgram GuideWeb Servers

Dev MgmtBillingDRM

• Traditional Data Center architecture with Fewer Devices (“Green”)• Storage and Streaming Separate

Unified Storage for Efficiency (Fiber Channel or Fiber Channel over Ethernet format)Streaming Pushed to the Edge for Scale

• Media PoD of Compute, Storage and Network Resources to Optimize and VirtualizeOn-demand allocation of processing power to applications & functions (Virtual Machines)

• Purpose built MPEG processing hardware migrates to SW and off-the-shelf hardware *

• Traditional Data Center architecture with Fewer Devices (“Green”)• Storage and Streaming Separate

Unified Storage for Efficiency (Fiber Channel or Fiber Channel over Ethernet format)Streaming Pushed to the Edge for Scale

• Media PoD of Compute, Storage and Network Resources to Optimize and VirtualizeOn-demand allocation of processing power to applications & functions (Virtual Machines)

• Purpose built MPEG processing hardware migrates to SW and off-the-shelf hardware *

Grooming

Encoding

Ad Splicing

VoD

VoD

VoD

VoD

DatacenterSwitch

Web Servers

HTTP

DRM

Storage

Acquisition

Off Air

IRD

Satellite

Apps

Dev Mgmt

EPG

Sub Mgm

NationalAcquisition

Linear VoD Mgmt Interactive

Traditional HeadendTraditional Headend

IP NGN

SubscriberSubscriber CDN Edge CDN Edge

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Digital Video Services

Digital Video Services

Connected Home

Connected Home

Converged Cable Access NetworkConverged Cable Access Network

IP ServicesIP Services

Prisma IIOptics

RFGW-10Universal-EQAM

with DS-384

uBR10012 CMTS withuBR-MC3GX60V

Data VoIP

OTTVideo

Linear VoD

NPVR

EuroDOCSIS 3.0eMTA

EuroDOCSIS 3.0Data ModemOptical

Node

EuroDOCSIS and Digital Video Downstream Channels

EuroDOCSISUpstream Channels

EuroDOCSISDownstreamChannels

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Built on Web Services ProtocolsCloud Service APIs - Accelerates universal reach and 3rd party innovation;Designed for virtualization

Exponential scale for large-scale unicast servicesLeveraging caching technologies for efficient distributionWhilst addressing the challenges of large scale concurrency (i.e. Linear)

Video intelligence propagates deep into the network edgeProviding media, device, and network awareness

Open Client ArchitectureMulti-device support – for PCs, gaming consoles, tablets, mobile devices, set-tops, etc. Leveraging the cloud to provide adaptation in concert with network intelligence

Services Across Managed and Unmanaged NetworksCommon experience no matter where the user connectsDesign for unmanaged, optimized for managedAdaptive Bit Rate (ABR) is video protocol of choice

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ClientClientCloudCloud NetworkNetwork

SaaS OffersMulti-screen Pay-TV OffersWhole Home Offers

Videoscape Distribution Suite (VDS)

Videoscape Distribution Suite (VDS)

Acquisition Suite

Acquisition Suite

Origination Suite

Origination Suite

Videoscape Client Software


Videoscape User Experience


Managed and Unmanaged

Devices

Media SuiteMedia Suite

SecuritySuite

SecuritySuite

Advertising Suite

Advertising Suite

Cisco Prime for VideoscapeCisco Prime for Videoscape

Videoscape ConductorVideoscape Conductor

Unified GatewayUnified

Gateway

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Media SuiteMedia Suite



SaaS Offers

Unified CMS(Content Factory)

OTT CDN

Videoscape ConductorVideoscape Conductor

Cisco Prime for VideoscapeCisco Prime for Videoscape



Snowflake and EPG

3rd Party Apps3rd Party Apps

Videoscape IP and Hybrid STBs

On The GoOn The GoIn the HomeIn the Home

Managed and Unmanaged Devices

Multi-Screen Pay-TV Offers

Multi-screen Time Shift TV

Cloud DVRInfinite TV

OTT-in-a-BoxMulti-screen Advertising

Follow Me

Unmanaged

Managed

User Generated

Live TV

Online VOD

OTA/Sat/Cable/IP

ClientClient

Performance Manager

Provisioning Fulfillment Network Home

Workflow Control

Acquisition Suite

Acquisition Suite

Origination Suite

Origination Suite

Management

Video Receivers, Encoders

DCM Gateway

Session and Resource Manager

User / Endpoint Manager

Alert Manager

Client Messaging

End to End Analytics

Back Office Adapters

Service / PolicyManagement

VDS Optimization Engine

VDS Origin Server

VDS Video Recorder

Videoscape Distribution Suite (VDS)Videoscape Distribution Suite (VDS)

CDS CacheService/Proximity

Routing

CDN Content Acquirer

VDS Service Manager

VDS Session Broker

CDN Federation

VDS Transparent Caching

VDS-IS Internet Streaming

VDS-TV Television

CloudCloud NetworkNetwork

Security SuiteSecurity Suite

Partner CA

Partner CA

PowerKEY CA

VideoGuard CA

Partner DRMPartner DRM

VideoGuard Connect DRM

Se

cu

rity

Sh

ield

Unified GWUnified GW

OpenRGCable

Satellite xDSL FTTH 3G/4G WiFi

STB Ref. Platforms

MediaHighway

HTML5 Engine

Pay TV Offers

Whole Home DVR

NetworkDVR

Linear IP Multicast Overlay

UnifiedGateway

EPGAdvertising

Linear Addressable Advertising

Advertising Suite

Advertising Suite

Audience Measurement

Ad Decision Manager

Playlist Manager

Profile Manager

Partner Campaign Managers

Store Front

EPG Catalog

Offer and BusinessManagement

Discovery and Recommendations

Unified CMS

Catalog Management

TranscodeManager

MediaEncapsulator

MediaProcessor

DCM MFP

ASR5K Mobile Video GW

ASR9K (Video Service Module)

uBR Modular CMTS

Multi-screen and Residential GWs

API Orchestration

Emerging Markets

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Why IP Video

NG Access Network

Conclusion


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CloudCloud

Cable STB

MPEG-TS

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MPEG-TS

Tablet & Console

Client STB

Mobile

PC

Laptop

Client STB

Client STB

Hybrid STB + RGW

MPEG-TS

IP Video(RTP/HTTP)

IP Video(RTP/HTTP)

Unicast

Unicast

CloudCloud

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CloudCloud

Tablet & Console

Client STB

Mobile

PC

Laptop

Client STB

Client STB

IP Video(RTP/HTTP)

IP Video(RTP/HTTP)

Unicast / Multicast

Unicast / Multicast

Cable Modem / RGW

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CloudCloud

Tablet & Console

Client STB

Mobile

PC

Laptop

Client STB

Client STB

IP Video(RTP/HTTP)

IP Video(HTTP)

Unicast / Multicast

Unicast

Video Gateway

Only DOCSIS Tuners

Only DOCSIS Tuners

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Why IP Video

NG Access Network

Conclusion


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Legacy STB

Hybrid STB

HomeHome

Mobile

Client STB

PC/Mac

Video Gateway

HomeHome

Mobile

Client STB

PC/Mac

Linear VOD Data

LinearLinear VODVOD DataDataNon

LinearNon

Linear LinearLinearLinear VOD DataNon

Linear Linear

Linear VOD Data

NonLinear Linear

DVB-C QAM

Docsis QAM

IP unicast

CloudCloud

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Legacy STB

Hybrid STB

HomeHome

Mobile

Client STB

PC/Mac

Video Gateway

HomeHome

Mobile

Client STB

PC/Mac

Linear VOD Data

Linear VOD DataNon

Linear Linear

Linear VOD DataNon

Linear Linear

DVB-C QAM

Docsis QAM

IP unicast

CloudCloud

AnalogLinear

DVB-CLinear

DVB-CVOD

DOCSISData

AnalogLinear

AnalogLinear

DVB-CLinear

DVB-CLinear

DVB-CVODDVB-CVOD

DOCSISDataDOCSISData

AnalogLinear

DVB-CLinear

DVB-CVOD

DOCSISData+UnicastVideo

AnalogLinear

AnalogLinear

DVB-CLinear

DVB-CLinear

DVB-CVODDVB-CVOD



AnalogLinear

DVB-CLinear

DVB-CVOD

DOCSISData+Unicast Video+MC Video

AnalogLinear

AnalogLinear

DVB-CLinear

DVB-CLinear

DVB-CVODDVB-CVOD



Bandwidth Savings by1.Reducing Analog Linear2.Reducing DVB-C Linear3.Migrate to MPEG-4 for DVB-C Linear

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UI RenderingUI Rendering

Content Storage / DVR

Content Storage / DVR

Program GuideProgram Guide

VOD ApplicationVOD Application

ApplicationApplication

TranscodeTranscode

CloudCloud

Tablet & Console

Client STB

Mobile

PC

Laptop

Client STB

Client STB

UI Rendering

DVRContent Storage /

DVR

Program Guide

VOD Application

Application

Transcode

Video Gateway

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• Channel BondingFatter pipes enable faster speeds and greater efficiency

• IP MulticastShared DOCSIS network is ideal for IP multicast of linear TV services

• RF SpanningScalable and cost-efficient solution with broadcast-style delivery

• IP Statistical Multiplexing with VBR VideoUtilize CMTS capabilities to deliver more video streams in less bandwidth

• Dynamic Bandwidth SharingImprove bandwidth utilization for all services

• Admission Control and QoSReserve DOCSIS bandwidth and ensure video quality

• Video-aware Cable Modem Load BalancingSupport multiple bonding groups per Service Group as IP Video grows

CMTS

Integratedor

Modular

CM CM CM

CM CM CM

VideoHeadendVideo

Headend

InternetInternet

IP VideoSystemIP VideoSystem

VoIPSystemVoIP

System

RF Spanning

RF Spanning

BroadcastIP VideoBroadcastIP Video

NarrowcastData/VoIP/IP Video




Service Group 1Service Group 1

Service Group 35Service Group 35

Primary BGPrimary BG

Secondary DSSecondary DS

CMTS

Integratedor

Modular

CMTS

Integratedor

Modular

CMCM CMCM CMCM

CMCM CMCM CMCM

VideoHeadend

Internet

IP VideoSystem

VoIPSystem

RF Spanning

BroadcastIP Video



Service Group 1

Service Group 35

Primary BG

Secondary DS

0

50

100

150

200

250

Mbps

Data

Video

Average bitrate video

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• IP overlay using DOCSIS is not more expensive than classic DVB-C technology in a triple (Dual)-play scenario

• Lower CPE cost offsets higher network cost

• High DS capacity/chassis with new CMTS line card

• BW efficiency with VBR in shared pipe

• RF spanning

• Typical large system with triple-play based on D3.0 with 200 kbps average rate and 100 Mbps peak rate

0

50

100

150

200

250

300

2011 2012 2013 2014 2015

Total cost / subscriber

IP_overlay

headed_GW

DVB_VOD

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Phase 1 – Reduce OPEX

Phase 2 – Maximize ROI

Phase 3 – Unprecedented Scale

Scale DOCSIS downstream-per-service group on a high-density RFGW10 UEQAMScale DOCSIS downstream-per-service group on a high-density RFGW10 UEQAM

Converge broadcast video on a high-density RFGW10 UEQAMConverge broadcast video on a high-density RFGW10 UEQAM

Scale DOCSIS to >1 Gbps per service group with a smaller, higher density chassisScale DOCSIS to >1 Gbps per service group with a smaller, higher density chassis

Scale CMTS downstream capacity with uBR10K/RFGW10 M-CCAP solutionScale CMTS downstream capacity with uBR10K/RFGW10 M-CCAP solution

Converge VoD and SDV on a high-density RFGW10 UEQAMConverge VoD and SDV on a high-density RFGW10 UEQAM

11

22

33

44

55

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CCAP ObjectivesCCAP Objectives M-CCAP: uBR10012 + RFGW-10

M-CCAP: uBR10012 + RFGW-10

I-CCAP:NG EdgeI-CCAP:NG Edge

Reduced cost-per-downstream

Converged multi-service

EPON support

Rack space per system

Downstream capacity per SG

Deployment range

Increased scalability & capacity

35 RU

Up to 1Gbps / SG

1 Gbps – 80 Gbps

10 RU

Above 1Gbps / SG

40 Gbps – 1.2 Tbps

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Why IP Video

NG Access Network

Conclusion


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• The destination is agreed, end-end IP Video delivery

Embracing the operational and cost benefits it affords in a world of diverse end-point devices and networks

• The starting point is understood

The existing system being deployed by the Cable Operator

• It’s is now all about the journey

Making a series of incremental “no-regrets” investments in:

Media Data Center architectures and virtualization (equally applicable to Horizon/Orion)

A cloud-based services delivery environment with distributed caching to the home

Access evolution and bandwidth strategies leveraging Video over DOCSIS

Embracing mobility as it’s network relevance increases, i.e. 4G/LTE

Whilst appropriately leveraging the capabilities of the existing installed infrastructure

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• The information contained in herein is proprietary and confidential to Cisco Systems, Inc. (“Cisco”). This summary is furnished in confidence with the understanding that it will not, without the express prior written permission of Cisco, be used for other than proposal evaluation purposes or be disclosed to any third party.

• Many of the products and features described herein remain in varying stages of development and will be offered on a when-and-if-available basis. This roadmap is subject to change at the sole discretion of Cisco, and Cisco will have no liability for delay in the delivery or failure to deliver any of the products or features set forth in this document.

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hybrid cable – evolution to ip video...multi-screen video service launches cloud-based video...

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