© 2008 Cisco Systems, Inc. All rights reserved. C25-452149-02 1 Medianet for Cable Operators Transitioning Service Providers to Experience Providers
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 1
Medianet for Cable Operators
Transitioning Service Providers to Experience Providers
© 2007 Cisco Systems, Inc. All rights reserved. 2Virgin Media Group
Driving the Technology RevolutionDelivery Technology Revolution
IP Convergence / IPTV
3
The Future Video Experience
Advanced Advertising& Targeting
“Infinite” Content (HD, Internet Video, 3-Screen)
All Digital Video
2
Fiber Deep
1
Personalized Video: DVR, VOD, Time-Shift
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 3
Cable Market Transitions: Cisco Leading the Way
DigitalVideo & 2-Way
Services
1995 –20001995 –2000 First HD video system & HFC market share leader
IPConvergence
2000 –20052000 –2005
2005 –Present2005 –Present
Triple Play and the
Bandwidth Crunch
Market leaders in DOCSIS, voice, HD DVR, & BW optimization
Next 5YearsNext 5Years ?
First video-optimized networks & routing platforms
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 4
IP & OpticalTransport
ConnectedHome
7300Series
GSR
ONS Optical ONS Optical
Digital Voice &High Speed Data
CMTS
BusinessServices
ISRRouter
Cable Modems
Cisco: 5 Years Ago
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 5
VideoServices
SDV
VoD
IP Video
Cisco Today E2E Transformation Built on IP and Video Expertise
IP & OpticalTransport
ConnectedHome
7600 & ASR9kCRS1
ONS Optical ONS Optical
Digital Voice &High Speed Data
CMTS
BusinessServices
ISRRouter
HFC
NetworkBased Services
OpticalNodes
Amplifiers
Optics
Encoders /Groomers
CDS TVStreamers
SDV Server
CDS Vault
CMTS CDS InternetStreamers
CDS ContentAcquirer
BTS(Voice) QAM/RFGW
Gateways
Cable Modems & EMTAs
QAM / IP STBs
QAM/RFGW
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 6
Video 3.0: What’s Next?
“Table Stakes”
IP NGN NetworkTriple PlayBundlingApplication Velocity
Today
Growth Opportunities
Advanced AdvertisingSmall BusinessesWireless ConvergenceConnected Life
1-2 Years
“Video 3.0”
My Video”High - DefinitionSymmetricalAnywhere
Consumer ~ Enterprise
3-5 Years
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 7
Traditional MPEG Video and Internet Video Growing Rapidly
Internet Video is driving bandwidth at 41% CAGR.
By 2012, 90% of internet traffic to be video
0
7,000
14,000
2005 2006 2007 2008 2009 2010 2011 2012
PB/m
onth
BroadcastIPTV VODCable IP VODCable VOD
VOD traffic will be over 13 exabytes in 2012, over 12X 2007.
55% of digital TV households will be HD in 2012, up from 34% in 2007
0
10,000
20,000
2005 2006 2007 2008 2009 2010 2011 2012
PB/m
onth
Internet Video to TVInternet Video to PCVoIPVideo CommunicationsGamingP2PWeb/Data
Source: VNI forecast Source: VNI forecast
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 8
Personal
Social Interactive
MediaAware
NetworkAware
End PointAware
Introducing Medianets - Media Optimized Networks…
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 9
Cable Medianet Enhances Cisco IP NGN on all Three Layers
TelepresenceDigital VoiceMulti-screen
Broadcast & VoD
“Ultra” HighSpeed Data
Business Video
Internet VideoConnected HomeMobile & More…
CoreAggregation
Headend
EdgeCPE
Hybrid Fiber Coax
DOCSIS 3.0 / DPON
SCE / PCMM
Tru2way / EBIF
Middleware/SDP
Adv Ad Engine
CDS
DOCSIS Mgmt
Bandwidth Mgmt
Applications
Media Delivery & Control
Network Layer
Data Center
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 10
Transforming Consumer
Experience
Differentiate EndUser Experience
Virtualization
Manage Complexityand Scale
Monetization
New Revenue Streams
Medianet Technology Accelerating Cable Transition to Experience Provider
Media AwareIP NGN
Ensure EndUser Experience
medianet
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 11
Web 2.0Web 2.0 PersonalPersonal
SocialSocial Rich MediaRich Media
Broadcast & MoreBroadcast & More
Consumer ExperiencesMore Visual, More Social, More Personal
Transforming the End User Experience: Unrestricted by Time, Space, or Device
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 12
medianetTechnologiesDelivered by
PersonalChannels
Multi-formatInternet
Streaming
DVR & Network
PVR
AdvancedAdvertising
InteractiveTV
Catch-upTV
Tru2way
VoD
Multi-screenDelivery
Personal
TelePresence
UserGenerated
Content
Web 2.0Integration
Social
Interactive
TransformingEnd User
Experience
Differentiate EndUser Experience
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 13
Ensure EndUser Experience
Media AwareIP NGNEnsure Quality of Experience
Scale the Experience
Video Assurance &Monitoring
Cable IPTV Visual QualityExperience
(VQE)
GuaranteedQoS withPCMM
Internet Video Streaming
Fast HeadendFailure
Recovery
LosslessIP Core
Bandwidth Optimization Content Distribution
@ the edge
Wire-rate Unicast& Multicast in IP
Network
DOCSIS 3.0
Compact grooming
and splicing
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 14
SDVUnlimited Long Tail Content IP Video /
IPTV
Leveraging VBR To Pack in More Video
BandwidthOptimization
BandwidthExpansion
Cable Bandwidth Strategy Optimizing Bandwidth to Enable New Services
Cisco’s Bandwidth Solutions : Many Alternatives for Meeting the Needs of Diverse Cable Systems
Node Split Narrowcasting to
Smaller Service Group
Creating AmpleBandwidth For HD
1 GHzUpgrade
Expansion in Cable Enabling FTTH AccessDPON
Packing 50% More Efficiency MPEG4
H.264Analog Reclamation
Road to 200 HD ChnlsMigrationTo Digital
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 15
OpEx and CapEx Reduction: Cisco DOCSIS 3.0 Delivers 13x Bandwidth at 1/5 Cost
DS Mbp
s/RU
Cost per DS
Cisco drove a 45% reduction in bandwidth cost in 2007, with an additional 41% reduction in 2008
20
53 58
128
265
233
421
467
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16C 28U 5x20 5x20+ 2 SPA
5x20+ 6 SPA
20x20 20x20+ 6 SPA
3G40
Cost
per
Dow
nst
ream
0
50
100
150
200
250
300
350
400
450
500
DS
Mb
ps/
RU
2007: Reduce costs with DOCSIS 3.0
deployment 2008: Another Cost Reduction with
density increases
Lowest Cost per Downstream in
2006
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 16
InfrastructureVirtualization
ServiceVirtualization
Service and Infrastructure Virtualization Enabling any content, anywhere, on any device
Flexible Infrastructure
agnostic to network design
Flexible Services agnostic to end
user location and device
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 17
Ingest OnceDeploy Caching NodesDistribute at Edge
Grow VoD, HD,Long Tail ContentExponentially
IntegratedOnline, UGCand TV Content
AccelerateService Velocity
ScaleNationwide
StreamlineOperations
Infrastructure Virtualization: Virtual Video Infrastructure
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 18
Evolution of Service Virtualization in Cable Service Flexibility Enabled by Technology
Stage 2:Network Convergence
Enabler:IP Transport
Converged Network
Stage 1:Service Siloes Siloed Network
Stage 3:Service Virtualization
Enablers:Tru2way, IP, VVI, SDV
Location & Device Independence
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 19
Medianet Monetization ARPU Growth Through Entire Spectrum of Digital Services
25 years of digital Video leadership
Head-end andSet-Tops
DOCSIS solution integration and rapid fulfillment for faster rollouts
EMTAs
Video services combined strengths of network and connected home technologies – all bandwidth optimized, and with path to IPTV services
VoD,DVR, HD Encoder, BW Opt.
DOCSIS,IP, andOptical
DOCSIS 3.0 scales up bandwidth and reduces cost – through a video-optimized IP and optical network
Groom,Splice
Process
Full suite of best-in-class headend video encoding and processing solutions
Digital Voice
HD, XoD,Interactive
High SpeedData
Digital Tiers
Basic Cable(Analog or
Digital)
ARPU Composition
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 20
Benefits
VoD
InternetVideo
Data
LinearVideo
Internet
CDS Vault TV Streamer
InternetStreamer
CDS ContentAcquirer
uBR CMTSBTS
DNCSH.264
EncodersSwitched
Digital Video
Enhanced Triple-Play ServicesVoD & Start Over
Headend / Hub
PCAdvancedSet-Top Box
DOCSIS 3.0 modem
and Gateway
VoD Selection
DOCSIS 3.0 Advanced Advertising (VoD)
VoD Request
DOCSIS 3.0Bond up to 8 channelsDeliver up to 300 Mbps
VoD Request
VoD Selection
Older, Affluent
Male
Enables traditional VoD and a new generation of services (e.g., internet services) in a single flexible system
Provides independent scaling of storage and streaming delivers OpEx and CapEx savings
Ad System Chooses Adfor “Older Affluent Male”Demographic
Enables new high-bandwidth video services, like TelePresence, business services, and ultra HSD
Reduce churn through DOCSIS 3.0 while increasing DOCSIS 1.x/2.0 efficiency
Drive new monetization opportunities for both new and existing services through ad insertion into on-demand programming
Leverages ad insertion protocol standards (SCTE 30, 35, and 130)to integrate easily with any infrastructure
Delivering the Connected Life at Home
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 21
VoD
InternetVideo
Data
LinearVideo
Internet
CDS Vault TV Streamer
InternetStreamer
CDS ContentAcquirer
uBR CMTSBTS
DNCSH.264
EncodersSwitched
Digital Video
Headend / Hub
PCAdvancedSet-Top Box
DOCSIS 3.0 modem
and Gateway
Media Enabled HomeHD Whole Home DVRMusic SharingPersonal Content Sharing
Record
Play
Music SharingPersonal ContentSharing
BenefitsCentralizes network storage, while enabling standard non-DVR set-tops to access DVR services
Reduces CapEx requirements and simplifies service
Personal content sharing goes beyond video to music and other media
Share music between music players, phones, PCs, and living room entertainment system
Enables content sharing between set-tops, PCs, mobile phones, and other IP connected devices
Leverages open standards (e.g., DLNA) -- maximizing interoperatabilityand ease-of-use
Delivering the Connected Life at Home
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 22
Delivering the Connected Life at Home
VoD
InternetVideo
Data
LinearVideo
Internet
CDS Vault TV Streamer
InternetStreamer
CDS ContentAcquirer
uBR CMTSBTS
DNCSH.264
EncodersSwitched
Digital Video
Headend / Hub
PCAdvancedSet-Top Box
DOCSIS 3.0 modem
and Gateway
Virtualization & MobilityDVR to PC/Mobile
N-screen Session Shifting Online Video
BenefitsShare DVR content not just inside the home, but also "on the road"
Enable access to content & services wherever, in any location, and on any device
Provides a single seamless experience that includes both traditional video services and new internet services on a single device
Solution automatically manages metadata and transcodes content based to meet the needs of the end user device
Watch OnlineVideos
Resume
Pause
Enables users to "pause" a video on one device, and "resume" from a different device and location
Automatically adapts to appropriate codec and video bitrate for the receiving device
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 23
SP medianet Infrastructure
CORE
DISTRIBUTION
EDGECONNECTED
HOME
DATACENTER
VIDEOHEADEND
ContentCache
ContentStreamer
Asset Mgr
VAULT
PATH
VQE
Multi-Source Content Ingest
Virtualized Content Store
Media Encoding Adaptation
Ad InsertionManagement
Content Cache Pre-positioning
Multi-Format Content Streaming
Video Quality Experience Server
IPTV Multicast Replication
Mobile IPConnectivity
INGEST
Ad Mgmt
PDN-GW
MOBILEENTERPRISE
medianetEnterprise
Content Services
EDGE
VirtualContent
BHR
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-02 24
Cable Market Transitions: Cisco Leading the Way
DigitalVideo & 2-Way
Services
1995 –20001995 –2000 First HD video system & HFC market share leader
IPConvergence
2000 –20052000 –2005
2005 –Present2005 –Present
Triple Play and the
Bandwidth Crunch
Market leaders in DOCSIS, voice, HD DVR, & BW optimization
Next 5YearsNext 5Years Medianet Full suite of HD & DVR set-tops, IP gateways, & intelligent network devices
to deliver the Connected Life at Home
First video-optimized networks & routing platforms
© 2008 Cisco Systems, Inc. All rights reserved.C25-452149-01 25