Videoscape Distribution Suite Origin Server (VDS-OS)...• Virtual Origin Server isa Software...

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

Videoscape Distribution SuiteOrigin Server (VDS-OS)

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

Introduction of new tablets & smart connected screens (TV, Phone, *)Introduction of new tablets & smart connected screens (TV, Phone, *)

Market Trends Market Impact

Emergence of Cloud based online

video services

Emergence of Cloud based online

video services

Generational shift in viewing video off

the television to multiscreen for live ,

time-shift TV and on demand

consumption

Generational shift in viewing video off

the television to multiscreen for live ,

time-shift TV and on demand

consumption

Video Traffic Growth YoY2011-2012

Video Traffic Growth YoY2011-2012

Tablets & Smart phonesin 2012

Tablets & Smart phonesin 2012

YoY Streams/Month2 Million Subs in 2012

YoY Streams/Month2 Million Subs in 2012

QoQ Live usage growth 3-6 % market penetration

QoQ Live usage growth 3-6 % market penetration

Sources: VNI 2012 & Internal Cisco Sources: VNI 2012 & Internal Cisco


VDS

CDN ‘X’CDN ‘X’

Multiple

Distribution

Networks

R ig ht sMa n a g e m e n tI n g e stI n t e r fa c e s D i st r i bu t io nI nt e r fa c e sS e r v e rI n f ra st ru ct u r eEn c o d i n g sF o r m a t s

St o ra g e Pa rt n e rR e la t io n s h ip sPu b l i s h i n gContent Providers End User Devices Media Origination

LGLGLG

Technical & Operational ChasmTechnical & Operational Chasm

CDN &

Access Providers


• Media Origination Server Consolidation

Live, Time-Shift TV, CDVR on demand on a common platform

• Optimize Multiple CDN origination across multiple interconnection sites

2/4 CDN vendors across 2 to 4 interconnection sites or more

CDN agnosticism

• Efficient Resource Management of Live, TSTV, VoD Adaptive Streaming Services

CPU memory , network I/O, *

• Optimize Storage & Transport across devices proliferation

Minimize impact of multiple Bit Rate, Format, DRM, Profiles, Technology

• Automate an Time-Shifted TV services across any devices

Automated Live content Recording and Publishing

• Service Enablement : Media Origination as a Service


• Historically simple web servers that provided the “original” copy of a web page

• Used as the source of truth for a CDN

• Growth in streaming media has turned origin servers into higher load, higher complexity components in the delivery chain

ABR Segmentation, encapsulation etc.

• Existing web servers not architected to deal with this growth


Unified CMS

Media SuiteMedia Suite

Entitlement

Publisher

Acquisition SuiteAcquisition Suite

EPG Catalog

Store Front

Workflow Control

Cisco TranscodeManager

Encapsulator/ABR Packager

Cisco Media Processor

VDS-OEOptimization

Engine

VDS-OS Origin Server

with VDS-VRVideo Recording

Session Manager TSTV Scheduler Device ManagerRecorder Manager Client Frameworks Reporting & AnalyticsConductorConductor

End to End System ManagementEnd to End System Management

On the GoOn the Go

Notebook/PC/Mac Soft Client

Smartphone/ Tablet Soft Client

In the HomeIn the Home

Legacy RF STB

Cable STB with Videoscape Voyager Vantage

Videoscape IP STB

Connected TV, PC & Tablet Soft Client

Distribution Suite TV & Internet Streaming Distribution Suite TV & Internet Streaming

Service/Proximity Routing

CDN Tier (Core/Aggr Routing)

CDS Cache

Edge Routing & Caching Tier

VDS StreamerCDN TV/IS

(Data Center)

CDN Content Acquirer

Cable, Cable, xDSL, FTTH,

4G

3G/4G

& WiFiASR5K Mobile

Video GW

Distribution SuiteDistribution Suite

VDS-TCTransparent

Cache

Distribution SuiteDistribution Suite

TSTV Manager

TV SchedulesTV Schedules

Unmanaged VODUnmanaged VOD

Managed VODManaged VOD

Content ProvidersContent Providers

UnknownUnknown

Linear TVLinear TV

OTA/Sat/Network

Subscriber Mgmt

Provider Systems

Billing

CloudCloud NetworkNetwork ClientClient


• CDN Service

Selector

• CDN Service

Broker

• CDN Federation

• CDN Service

Selector

• CDN Service

Broker

• CDN Federation

Complements Cisco IP Network (Core, Aggregation, Access, Wireline, WiFi, 3G, 4G)Complements Cisco IP Network (Core, Aggregation, Access, Wireline, WiFi, 3G, 4G)

Cisco VDS Service Manager (VDS-SM)

Analytics, Service Provisioning, Element and Delivery Management

Cisco VDS Service Manager (VDS-SM)

Analytics, Service Provisioning, Element and Delivery Management

• Live Origin

• VOD Origin

• HTTP Adaptive

Streaming

management

• Live Origin

• VOD Origin

• HTTP Adaptive

Streaming

management

VDS-OS

Origin Server

VDS-OS

Origin Server

• Cloud DVR

• TSTV across

devices

(TV, IP-based)

• Cloud DVR

• TSTV across

devices

(TV, IP-based)

VDS-VR

Recorder

VDS-VR

Recorder

• OTT Content

Optimization for

Mobility

• Traffic offload

from RAN &

packet core

• OTT Content

Optimization for

Mobility

• Traffic offload

from RAN &

packet core

• Retail CDN (B2C)

• Wholesale CDN

(B2B2C)

• IP-based

managed content

across devices

• Retail CDN (B2C)

• Wholesale CDN

(B2B2C)

• IP-based

managed content

across devices

VDS-IS Internet

Streaming

VDS-IS Internet

Streaming

• OTT Content for

PC, TV

• Peer and

Edge Cache

• OTT Content for

PC, TV

• Peer and

Edge Cache

VDS-TC

Transparent Caching

VDS-TC

Transparent Caching

• VOD, TSTV

for TV

• Network DVR

• VOD, TSTV

for TV

• Network DVR

VDS-TV

Television

VDS-TV

Television

VDS -OE

Optimization Engine

VDS -OE

Optimization EngineVDS-SB

Service Broker

VDS-SB

Service Broker

Cisco Hardware Portfolio

UCS Servers and Blades, CDE-250, ASR9K Blade, 3650/3750 Switches, SCE-DPI

Cisco Hardware Portfolio

UCS Servers and Blades, CDE-250, ASR9K Blade, 3650/3750 Switches, SCE-DPI

CloudCloud NetworkNetwork

Bridging Cloud and Network Bridging Cloud and Network


• Virtual Origin Server is a Software Platform that enables Media Content Origination as a Service

• Provides Unified Content Ingest, Preparation, Storage and Delivery Framework for all major Media Service Use cases

• Provides a flexible multi-tenant management and services framework for Rapid Service Creation and Deployment


Software Infrastructure Silos for

Multiple Media Formats, Protocols

and Use Cases

• In-consistent Ingest, storage, delivery management and Reporting APIs

• Operational Complexity for each Protocol and use case

Server oriented provisioning

Multi-Tenant Server Resource

Management

Lack of Centralized Control and

Governance

• Management Complexity and Overhead

• Service Velocity Impact

• Labor-intensive manual processes for managing multiple tenants

and tenant specific SLAs

• High error rates due to disconnected processes

• Infrastructure sprawl


One encoded profile, one

format, per device type

One encoded profile, one

format, per device type

Multiple profiles(bitrates) fragmented

delivery, multiple formats, intelligent

client adaptation between profiles

Multiple profiles(bitrates) fragmented

delivery, multiple formats, intelligent

client adaptation between profiles

CDN StreamerCDN Streamer

CDN StreamerCDN Streamer

Traditional Media Streaming

Single Profile, Protocol and Stream

HTTP Adaptive Streaming Multiple Profiles and

Formats, Fragmented Delivery


Microsoft

Smooth Streaming (HSS)

Apple

HTTP Live Streaming (HLS)

Adobe

HTTP Dynamic Streaming (HDS), “Zeri”

• H.264

• MPEG-2 TS files

• Transport segments

Sole format format for:

• iOS devices(iPhone, iPad, iTouch)

• H.264 or VC-1

• Fragment MP4 files

Delivers to:

• Silverlight Player on a PC

• Windows Phone

• Xbox Device

• H.264

• Fragment in segments

Delivers to:

• Phones running Flash

• PCs running Flash


• Encode once, encapsulate multiple times to multiple delivery formats for simultaneous output.

• Enables increased density.

• Reach wide range of screens from one encoder.

• Quickly and economically expand your service offerings and content.

• Encode once, encapsulate multiple times to multiple delivery formats for simultaneous output.

• Enables increased density.

• Reach wide range of screens from one encoder.

• Quickly and economically expand your service offerings and content.

Feature Summary


OriginateEncode PresentEncapsulate Originate

WindowsWindows

IISIIS

IIS Media

Svc

IIS Media

Svc

Linux |

Windows

Linux |

Windows

ApacheApache

Origin ModuleOrigin Module

Linux |

Windows

Linux |

Windows

Apache +Apache +

.ISMV

File

Types

.ISM

.ISMC

.ISMA

.ISMV

File

Types

.F4V

.F4M

.F4F

File

Types

.TS

ProtectProtectTrans-codeTrans-code

ABR ConditionABR Condition FragmentFragmentCacheCache

CDN Core

CDN

Edge

CacheCacheStreamTypes

Adaptive TS

RTMP ( HDS)

HSS

HDS

HLS

Origin Servers


Media Content

Apple iPad

Android

Tablet

Samsung Smart

TV

LG

Smart TV

Desktop

Browser

Panasonic

Smart TV

Desktop

AIR AppBB

Playbook

Apple iPhone

Android

Phone

Windows Phone

7

XBox

PS3

Home Theatre

Blu Ray

Player

WiiSTBNative

Win/OSX/LinuxBlackberry Kindle Fire

Smart Phone Tablet Connected TV CE Devices Console Desktop


• TVE offerings change rapidly!

• Ever changing landscape and customer expectations drive rapid innovation

• Historically TVE services have been labour intensive – simply doesn’t scale

• Consider the following:

What happens when you need to transcode all 100,000 hours of content to a new device type?

What happens if you need to change DRM type?


HTTP ABR StreamingHTTP ABR Streaming

Content Owner/AggregatorContent Owner/Aggregator

Consumer Electronics IndustryConsumer Electronics Industry

Service ProviderService Provider

LGLGLG


Opportunities Challenges

Ecosystem ConvergenceEcosystem

Convergence

New ServicesNew Services

New Monetization

Tools

New Monetization

Tools

ComplexityComplexity

Storage IntensiveStorage Intensive

Network IntensiveNetwork Intensive

• Cloud DVR

• Personalization

• Multiple Device Delivery

• Cloud DVR

• Personalization

• Multiple Device Delivery

• Advanced Advertising

• Grow RGUs

• Multi-tenancy/Wholesale

• Advanced Advertising

• Grow RGUs

• Multi-tenancy/Wholesale

• All Endpoints

• All Networks

• One CMS, One Workflow

• One CDN

• All Endpoints

• All Networks

• One CMS, One Workflow

• One CDN

• Data Center Storage

• CDN Cache Working set

• Cost

• Data Center Storage

• CDN Cache Working set

• Cost

• CDN Cache Fill BW

• Live Distribution BW

• Cost

• CDN Cache Fill BW

• Live Distribution BW

• Cost

• Multiple ABR Formats

• Multiple DRMs

• Multiple Encodings

• Manageability

• Multiple ABR Formats

• Multiple DRMs

• Multiple Encodings

• Manageability


Origin Server

Consolidation

Origin Server

Consolidation

Optimizes multiple

media formats at

origination

Supports SP and Data

Center Ecosystems

Optimizes multiple

media formats at

origination

Supports SP and Data

Center Ecosystems

CDN

Distribution

CDN

Distribution

Storage & Transport

Optimization

Storage & Transport

Optimization

Any-Device Access

Supports VDS-VR for Cloud DVR, Live-to-VoD

recording, common format file storage

Any-Device Access

Supports VDS-VR for Cloud DVR, Live-to-VoD

recording, common format file storage

Time-Shifted

Recording

Time-Shifted

Recording

Cloud

Driven

Cloud

Driven

Live and VoD HTTP

Adaptive Streaming

Origin services from

common infrastructure

Live and VoD HTTP

Adaptive Streaming

Origin services from

common infrastructure

Originate content for VDS-IS or other CDNs

Any HTTP CDN can be served content from

VDS-OS

Originate content for VDS-IS or other CDNs

Any HTTP CDN can be served content from

VDS-OS

On-Demand

Encapsulation

Store and distribute

common adaptive format

for significant cost

savings. Encapsulate

on demand

On-Demand

Encapsulation

Store and distribute

common adaptive format

for significant cost

savings. Encapsulate

on demand

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19Cisco Confidential 19

• Multiple content workflow models are concurrently supported

HTTP Adaptive Streaming format support (Apple HLS, MS HSS, Adobe HDS)

Address multiple device types from a single, commonly provisioned and managed infrastructure

Operator can address the multi-device profile of it’s user base and the preferred streaming formats of it’s content provider partners

• Real-time, On-Demand Encapsulation (ODE):

Lowers upTypical HTTP ‘post encapsulation’ workflow

On Demand Encapsulation workflow

Operator can readily adapt to the needs of its content provider partners, accelerating service turnup

• Multiple -front storage costs for VOD and recorded Time Shifted TV content.

Mitigates load on CDN core(when VDS-OS ODE is deployed at edge)

Operator cost reduction lowers barrier to entry for new services

• All these advantages provided via a consolidated, single intelligent origin services construct (VDS Origin Server)

• Multiple content workflow models are concurrently supported

HTTP Adaptive Streaming format support (Apple HLS, MS HSS, Adobe HDS)

Address multiple device types from a single, commonly provisioned and managed infrastructure

Operator can address the multi-device profile of it’s user base and the preferred streaming formats of it’s content provider partners

• Real-time, On-Demand Encapsulation (ODE):

Lowers upTypical HTTP ‘post encapsulation’ workflow

On Demand Encapsulation workflow

Operator can readily adapt to the needs of its content provider partners, accelerating service turnup

• Multiple -front storage costs for VOD and recorded Time Shifted TV content.

Mitigates load on CDN core(when VDS-OS ODE is deployed at edge)

Operator cost reduction lowers barrier to entry for new services

• All these advantages provided via a consolidated, single intelligent origin services construct (VDS Origin Server)


HSS

Elastic Elastic Services Framework

Unified Management

HLS

Network

Compute

Storage

HDS DASH MPEG

Storage and Source Abstraction

Unified Ingest, Indexing & Encapsulation

WindowsWindows

IISIIS

IIS Media

Svc

IIS Media

Svc

Linux |

Windows

Linux |

Windows

ApacheApache

Origin

Module

Origin

Module

Linux |

Windows

Linux |

Windows

Apache +Apache +

.ISMV

File

Types

.ISM

.ISMC

.ISMA

.ISMV

.F4F

File

Types

.F4V

.F4M

.F4F

File

Types

.TS

OriginateH S SH D S

H L S

Virtual Origin ServicesLegacy Media Origin Servers

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21Cisco Confidential 21

Origin

Service

VDS-OS Service

Engine

• HTTP content

origination

• On-demand

encapsulation

• DRM encryption

• VDS-VR Recorder

(optional)

VDS-OS Manager

• Provisioning

• Management

• Troubleshooting

VDS-OS Service

Router

• Service Routing

• Load Balancing

VDS-OS Service

Cluster

• Scalable platform

for employing

compute and

storage resources

• Key enabler of the

Origin Service

construct.

VDS Origin

Service

• Service abstraction

for content

origination,

encapsulation &

recording


HTTP

Fragments

HTTP

Fragments

Protect

Data Center (E)

Data Center (W)

VOS SROrigin Service –

(west.origin.com)

VOS Manager

HTTP

Fragments

HTTP

Fragments

CloudCloud NetworkNetwork ClientClient



CDN Edge Routing and Caching Tier


Origin Service B

Origin Service A

Origin Service D

Origin Service C

Origin Service –

(west.origin.com)

HTTP

Fragments

HTTP

FragmentsHTTP

Fragments

HTTP

Fragments






Windows

IIS

IIS Media

Svc

IIS Media

Svc

Linux |

Windows

Linux |

Windows

Apache

Origin

Module

Origin

Module

Linux |

Windows

Linux |

Windows

Apache +

File

Types

.ISM

.ISMC

.ISMA

.ISMV

File

Types

.ISM

.ISMC

.ISMA

.ISMV

File

Types

.F4V

.F4M

.F4F

File

Types

.F4V

.F4M

.F4F

File

Types

.TS

File

Types

.TS

OriginateOriginate

Trans-code

ABR Condition

Distribute Distribute

CDN CoreCDN Core

PresentPresent

Flash PlayerFlash Player

CDN EdgeCDN Edge

Cache

H S SH D SH L S

VOD Packager

EncodeEncode

PreparePrepare

Network Attached

Storage (NAS)

VOD – Content Offline WorkflowsVOD – Content Offline Workflows

Live Content – Online WorkflowLive Content – Online Workflow V O DOffline Transcode Mgr.Mezzanine

(ATS) Live

Mezzanine

(ATS) Live

Virtual Origin

Server

Virtual Origin

Server

VOS-Virtual RecorderVOS-Virtual Recorder

Mezzanine

VOD

(Indexed)

Mezzanine

VOD

(Indexed)

Mezzanine

Time-Shift

(Indexed)

( HTTP | C2)

Mezzanine

Time-Shift

(Indexed)

( HTTP | C2)

Fra

gm

ents

Fra

gm

ents

LIVE, VOD,

TIME-SHIFT

LIVE, VOD,

TIME-SHIFT

Mezzanine

(ATS)

Mezzanine

(ATS)

Common Format

Package

Common Format

PackageArchive Mezzanine Indexed VOD Archive Mezzanine Indexed VOD

Mezzanine

VOD

(Indexed)

Mezzanine

VOD

(Indexed)H T T P | C 2H T T P | C 2


OriginateOriginate

Encoder


CDN CoreCDN Core CDN EdgeCDN Edge

TV Streamers

PreparePrepare

NAS

Common Format Package Common Format Package

MPEG2 CBRMPEG2 CBR

iCDN Caches

PresentPresent

HTTP

Fragments

HTTP

Fragments

Content Library

Transcoder

CDN EdgeCDN EdgeCDN CoreCDN Core

Caching GWCaching GW

Unique Copy Unique Copy

Virtual Origin ServerVirtual Origin Server

Traditional

QAM STB

Traditional

QAM STB

All Other

ScreensAll Other

Screens

UDP

MPEG2

Streams

UDP

MPEG2

Streams

H.264 CBRH.264 CBR

H.264 ADAPTIVH.264 ADAPTIV

VDS Video

Recording

HTTP

Archive

Control Control

Recording

Control

Recording

Control

HTTP

Archive

HTTP

Archive

Long tail

Content Retrieval

Long tail

Content Retrieval

Encapsulator

Post-Encapsulated

Feed

Post-Encapsulated

Feed

Recording

Session

Manager

Unique

Copy

Unique

Copy


Windows

IIS

IIS Media Svc

Linux | Windows

Apache

Origin Module

Linux | Windows

Apache +

.ISM

.ISMC

.ISMA

.ISMV

.ISM

.ISMC

.ISMA

.ISMVProtect

EncapsulateEncapsulate OriginateOriginate

Trans-code

ABR Condition FragmentCache


CDN CoreCDN Core

PresentPresent

CDN EdgeCDN Edge

Cache

HSSHSS

HDSHDS

HLSHLS

EncodeEncode F l a s h P l a y e rF l a s h P l a y e rFile TypesFile Types.TS.TS

File TypesFile Types

.TS.TS

File TypesFile Types

Adaptive

TS

RTMP (

HDS)

Adaptive

TS

RTMP (

HDS)

Stream TypesStream Types

VDS-OS supports multiple format origin service functions and empowers service provider to accelerate new services to market.

VDS-OS supports multiple format origin service functions and empowers service provider to accelerate new services to market.

•

H T T P H. 2 6 4 A B R ( H L S, H D S, H L S )•

L iv e , V O D, T i m e- S h i ft•

Sc a l a b l e a n d R e s i l i e n t•

P l a t fo r m I n d e p e n d e n t ( U C S t e s t e d ,V M c a p a b l e )•

I n t e l l ig e n t N A S Ac c e s s•

P a y a s y o u g r o w, p a y a s y o ua d d s e rv i c e s•

S i m p l i f i e d , C o n s o l i d a t e d A B RO r ig i n a t i o n S o l u t i o nV ir tu a l V D S-Or ig in Se r ve r


Streamer

VDS Video

Recording

Common ABR Files

DRM

Live Content

VDS-OS

Service Engine

• Operable with existing Cloud and CDN infrastructure

• Engine to process and originate media for cloud-recording and CDN distribution, accelerating new service creation

• Simple, scalable service enablement for business critical offerings

Cloud DVR accessible on Any Device

Live Video accessible on Any Device

Time-Shifting Live Video (Start Over, Look Back, etc) on Any Device

• Drives ecosystem and revenue expansion

Advanced Ads

Content Partnerships


Caching NodeMgmt.

Content Library /

Acquirer Arrays

Content Library /

Acquirer Arrays

Service

Router

Service

Router

Caching NodeCaching Node

Streaming EdgeStreaming Edge

InternetContent

Programming

Datacenter

Storage

Datacenter

Storage

Cisco UCS (Rack Mount)

Cisco CDEs

Cisco UCS (Rack Mount)

Cisco CDEs

Streaming EdgeStreaming Edge

Performance at the Edge and all the way in HomePerformance at the Edge and all the way in HomeEfficiencies of the DatacenterEfficiencies of the Datacenter

Cisco CDEsCisco CDEs

Unified

Fabric

Published

Content

Published

Content

Cisco CDEsCisco CDEs


• Cisco’s VDS-OS dramatically simplifies TVE challenges

• In a world of constant change and evolution, VDS-OS enables operators to continue to innovate

• Dramatically simplifies infrastructure and manualintensive processes

• Highly scalable platform that can grow inline with demand

• Enables next generation revenue creation services


• 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.


Thank you

Videoscape Distribution Suite Origin Server (VDS-OS)...• Virtual Origin Server isa Software...

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