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Delivering successful IPTV service Delivering successful IPTV service Expertise Empowering Assured Progressive Heart JOHN SIHOTANG TELECOMMUNICATION PLANNING SPECIALIST [email protected] / [email protected] Bandung, 5 Agustus 2010

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Teknologi dan layanan IPTV di Indonesia relatif masih baru, bahkan PT Telekomunikasi Indonesia sebagai pionir layanan telekomunikasi baru mengimplementasikan IPTV pada awal tahun 2011. Presentasi inio akan memberikan wawasan tentang implementasi IPTV. (Oleh John Sihotang)

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Page 1: 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

Page 2: TELKOM IPTV

Contents:Contents:

2

BackgroundBackground

The ChallengeThe Challenge

1

BenchmarkBenchmark3

Expertise � Empowering � Assured � Progressive � Heart

Key ConsiderationKey Consideration4

ConclusionConclusion5

Page 3: TELKOM IPTV

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

Page 4: TELKOM IPTV

Contents:Contents:

2

BackgroundBackground

The ChallengeThe Challenge

1

BenchmarkBenchmark3

Expertise � Empowering � Assured � Progressive � Heart

Key ConsiderationKey Consideration4

ConclusionConclusion5

Page 5: TELKOM IPTV

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

Page 6: TELKOM IPTV

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

Page 7: TELKOM IPTV

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

Page 8: TELKOM IPTV

Key Tools – Economic Justification

Page 9: TELKOM IPTV

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

Page 10: TELKOM IPTV

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

Page 11: TELKOM IPTV

Contents:Contents:

2

BackgroundBackground

The ChallengeThe Challenge

1

BenchmarkBenchmark3

Expertise � Empowering � Assured � Progressive � Heart

Key ConsiderationKey Consideration4

RecommendationRecommendation5

Page 12: TELKOM IPTV

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,

Page 13: TELKOM IPTV

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

Page 14: TELKOM IPTV

Contents:Contents:

2

BackgroundBackground

The ChallengeThe Challenge

1

BenchmarkBenchmark3

Expertise � Empowering � Assured � Progressive � Heart

Key ConsiderationKey Consideration4

ConclusionConclusion5

Page 15: TELKOM IPTV

Business Aspect

Page 16: TELKOM IPTV

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

Page 17: TELKOM IPTV

Key Considerations: The Content Business

Page 18: TELKOM IPTV

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

Page 19: TELKOM IPTV

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.

Page 20: TELKOM IPTV

Technology Aspect

Page 21: TELKOM IPTV

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

Page 22: TELKOM IPTV

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

Page 23: TELKOM IPTV

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.

Page 24: TELKOM IPTV

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

Page 25: TELKOM IPTV

Market & Marketing Aspect

Page 26: TELKOM IPTV

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

Page 27: TELKOM IPTV

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.

Page 28: TELKOM IPTV

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

Page 29: TELKOM IPTV

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

Page 30: TELKOM IPTV

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)

Page 31: TELKOM IPTV

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

Page 32: TELKOM IPTV

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

Page 33: TELKOM IPTV

• 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

Page 34: TELKOM IPTV

Content Business Process

Page 35: TELKOM IPTV

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

Page 36: TELKOM IPTV

Contents:Contents:

2

BackgroundBackground

The ChallengeThe Challenge

1

BenchmarkBenchmark3

Expertise � Empowering � Assured � Progressive � Heart

Key ConsiderationKey Consideration4

ConclusioConclusionn5

Page 37: TELKOM IPTV

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