Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan
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Transcript of Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan
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Evolving the Service Provider Business Model for OTT Service DeliveryRajan RaghavanVice President and General Manager, Content & Media
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What is behind recent APAC data CENTER growth spurts for service provider?
2 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
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CONSUMER VIEWING DEMANDS ARE CHANGING
Multiple DeviceMultiple Device
On DemandOn Demand
Traditional TVTraditional TV
LinerLiner
Device
ProgrammingProgramming
Elements Traditional New Trend
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TV Shows / Movies
TV Shows / Movies
High Definition/ 3D
High Definition/ 3D
InfiniteInfinite
User GeneratedContent
User GeneratedContent
Standard DefinitionStandard Definition
LimitedLimited
ContentContent
QualityQuality
Choice ofContent
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NSP STRESS REGARDING ONLINE VIDEO IS ABOUT TRAFFIC GROWTH PLUS CONSUMER VIEWING AND SPENDING PATTERNS
Source: Cisco VNI
Online Video Growth Impacting Network Capacity
Source: Comscore Great Expectations; August 2010
Online video has to be part of NSP services
Source: Infonetics, Netflix, Juniper
Incumbents have to justify their premium ARPU
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TV Service Value Chain
NSP Content Owners
$
$ $
Online Video/Content Value Chain
NSP CDN Aggregators Content Owners
$
$ $
$
$ $
$ Content related advertisingInternet/Data/Peering$ Content related$
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JUNIPER IS AT THE CENTER OF KEY INDUSTRY TRANSFORMATIONS
BUSINESS TRANSFORMATION ENDPOINT TRANSFORMATION
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� NSP/Content/Aggregator Relationships
� Media Flow platform for unified content delivery
� Network DNA extended to content aware networks
� Open Platform Strategy (JUNOS, Space, Pulse)
NETWORK ARCHITECTURE TRANSFORMATION
PLATFORM ARCHITECTURE TRANSFORMATION
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NSPS ARE WORKING TO SOLVE ISSUES ON MULTIPLE FRONTS
DEALING WITH TV SERVICES
MO
NE
TIZ
AT
ION
DEALING WITH ONLINE VIDEO
Impact the value chain– Become a CDN provider
– Co-opt the online world
– Usage based billing
– QoS/QoE Offerings
Add new revenue elements– TV Everywhere (Multiscreen)
– Content relationships (eg. sports)
– Contextual interactivity
– Advanced advertising
Add new revenue elementsAdd new revenue elements Impact the value chainImpact the value chain
TV SERVICES
MO
NE
TIZ
AT
ION
ONLINE VIDEOO
bjec
tives
Dealing with ..
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OP
TIM
IZA
TIO
N
Reduce TV Delivery C– Reduce network cost/bit
– Distributed media platforms
– Better Service Automation
– Lower CPE costs (STB, RG)
Cope with the problem– Reduce network cost/bit
– Transparent caching
– Mobile RAN optimization
– Tiered plans to reduce traffic
Reduce TV Delivery CostsReduce TV Delivery Costs Cope with the problemCope with the problem
OP
TIM
IZA
TIO
N
Obj
ectiv
es
Key Takeaway� Optimization + Monetization
� Converged Architectures
� Tactical Battles
� Mobile endpoint growth
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BUSINESS AND NETWORK TRANSFORMATIONService providers increasingly recognize that deploying their own content delivery technology can provide many benefits
� Reduced transit costs
� New business models
Ownership of the network, subscribers and content delivery can be a powerful combination
Network Service Providers$Potential Monetization
opportunityPotential Monetization
opportunity
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Network Service Providers
Content $
$
$
Content caching and delivery systems
Reduced traffic on service provider networks
Reduced traffic on service provider networks
opportunityopportunity
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ENDPOINT TRANSFORMATION MOVES DELIVERY FROM SERVICE SILOS TO ANY CONTENT, ANY DEVICE, ANYWHERE
TV Service DeliveryTV Service Delivery
Online Video Delivery
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Cross-platform services based on software clients and device identity
Controlling on-ramp and off-ramp for services; “new media middleware”
� Per flow SLA’s, QoE enhancements, IP multicast, upconversion, caching,…
� Ability to create a multiservice application client on the video endpoint (eg. DVD players)
� Remove cost of client as a barrier to entry
Online models can move optimization and monetization to the client side
� Bandwidth optimization, targeted context-based advertising
In the mobile world, clients will choose the optimal network (eg. Wifi vs. 3G)
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MULTI-SCREEN DELIVERY – ADAPTIVE HTTP DELIVERY- KEY REVENUE OPPORTUNITY
Online Media Companies
Internet OTT Content Deliver
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IPTV and CableOperators
Operator NetworkPay TV Service Delivery
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SUMMARY
Consumers are more demanding than ever in terms of:� Variety choices of high quality contents
� Downloading anywhere anytime by multiple devices
Network Service Providers are working to solve by multiple front:� Dealing multiple service such as TV and On demand video at a time
� For Monetization and Optimization
� Endpoint transformation moves delivery from service silos to any content,
10 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
� Endpoint transformation moves delivery from service silos to any content, any device, anytime by adaptive http delivery.
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