Leveraging Service Provisioning For IPTV Services: Challenges Of Convergence Charles Clavadetscher, Swisscom Ltd Service Provisioning Conference Prague,

Leveraging Service Provisioning For IPTV Services: Challenges Of ConvergenceCharles Clavadetscher, Swisscom LtdService Provisioning ConferencePrague, April 24th 2007

Leveraging Service Provisioning For IPTV Services

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Agenda

Swisscom Innovations in a Nutshell

IPTV Challenges: Example of Bluewin IPTV Offer

From Lean-Back to Interactive: Assumptions

Overcome Companies‘ and Networks‘ Boundaries: The Swisscom Case

A Look in the Future: Just imagine a simple use case.


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Swisscom Innovations in a nutshell

Located mainly in Bern, Switzerland+ smaller office in Zurich and access to the Swisscom Silicon Valley Outpost, USA

We focus on creating strategic growth for Swisscom by applying a discipline of innovation to the development of new businesses

in line with corporate strategy or hedging corporate strategy and supporting Swisscom Group Companies

Counting 160 specialists

engineers and IT specialists economists, psychologists, sociologists

36 MCHF (~22 MEUR) yearly budget

Overview


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IPTV Challenges Regulatory requirements

– Key channels

– Regional channels (multicultural environment)

– Signal integrity (acquisition and distribution)

Usability/Technical requirements

– User behaviour (lean back, zapping)

– User preferences (settings)

– Privacy and security (messaging, parental control)

– Simple and straightforward (autoprovisioning)

– Physical restrictions (band width)

Marketing requirements

– Personalize offerings to customers

– Bundle products

– Converge services

– Content vs Technology


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Address challenges: Zapping example

The band width is restricted but customers want to move from one channel to another (zapping) and see an immediate result...

Aquisition Delivery Consumer

Multicast

Unicast

Encoding

Streaming

StreamingZap!

A bit later...


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Provisioning Examples

A few examples of what you might need to provision in order to enable IPTV service delivery.

Aquisition Delivery Consumer

Encoding

Streaming

Streaming

Contracts with content

providers

Address of set-top-box

Autoprovisioning on TV platform


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From Lean-Back to Interactive TV is a typical lean-back service. Customers do

not expect to interact with a TV beyond channel selection, recording for later consumption, and a few additional services all related to passively viewing a sequence of images and sound.

Is there a need for interactivity, i.e. is there a market for interactive services?

Are there additional requirements related to security and privacy?

What technical conditions must be fulfilled in order to clearly provision value added services besides simple

streaming?


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Services from different providers: Overcome Companies‘ and Networks‘ Boundaries Swisscom is a holding with many huge companies

specialized in a specific technology (e.g. Fixnet, Mobile) and/or a specific market segment (e.g. Solutions for Business Customers).

CRM

OMS

Mediation

Billing

Operations

CRM

OMS

Mediation

Billing

Operations

Silo

com

pany

1

Silo

com

pany

2

Interoperability

How to create and manage convergent services?


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Company 2Company 1

Go for a unified environment Swisscom is a holding with many huge companies

specialized in a specific technology (e.g. Fixnet, Mobile) and/or a specific market segment (e.g. Solutions for Business Customers).

CRM

OMS

Mediation

Billing

Operations

CRM

OMS

Mediation

Billing

Operations

OneCRM

OneOMS

OneMediation

OneBilling

Converged Operations

Silo

com

pany

1

Silo

com

pany

2

Converg

ent servi

ces w

ithout u

nified/harm

onized

OSS/BSS is

a never e

nding worka

round ci

rcus..

.

Avoid silos architectures

Harmonize your customer data

Unify OSS/BSS over boundaries


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If you have a unified infrastructure

IP Multimedia Subsystem

CSCF

IPTV-AS

Presence enabler

CPE B-User CPE A-User

Network infrastructure

B-User A-User

IPTV

Set-top box

1. B-User is watching TV

Switch on

SUBSCRIBE

Streaming


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You may converge services


CSCF

IPTV-AS

Presence enabler



B-User A-User

IPTV

Set-top box

2. A-User calls B-User

Watching

Streaming

INVITEINVITE

B-User picks the phone


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Using building blocks


CSCF

IPTV-AS

Presence enabler



B-User A-User

IPTV

Set-top box

3. Session is established

Streaming

200 OK200 OK

B-User picks the phone

update to busy

NOTIFY

Start time shift

Image is frozen

Media plane


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From different specialized companies


CSCF

IPTV-AS

Presence enabler



B-User A-User

IPTV

Set-top box

4. Call session isterminated

Streaming

BYE/200 OKBYE/200 OK

B-User hangs up

update to free

NOTIFY

Stop time shift

Image is frozen

Media plane

Watching


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A simple use case?


CSCF

IPTV-AS

Presence enabler



B-User A-User

IPTV

Set-top box

5. Service provisioning

HSS

PhoneIPTV

Filter Criteria

Rules:-SUBSCRIBE to presence service for B-User phone.- Toggle signal to Set-top box on NOTIFY.

Enable remote control from IPTV-AS

Address and port of Set-top

box control

Service Activation via Ut reference point


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Easy? Well...

Consider the following scenarios:

• Grand-mother is watching TV at home, the cellular phone of B-User rings in the office. Picking up the phone B-User triggers the service... Grand-mother at home sits in front of a frozen screen...

• Same scenario, but B-User is at home in the upper floor reading a book. Being in his HomeZone answering a call results in the same net effect as the first one...

• Dynamically activate/deactivate service based on location information?

• Suppose that you want to enhance your TV services with messaging, address book lookups and the like. Which kind of messages and which address book are you going to deliver to the end device?

A TV end device has a substantial difference if compared with others we are used to. While you can fairly trust that services delivered to a phone or a personal PC are going to be consumed by the indended

individual, you never know for sure who is sitting in front of a TV.


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Recommendations, not just for TV... Avoid having a heterogeneous OSS/BSS environment.

Provisioning is not just a matter of delivering data to systems in order to activate a service. You need to pay great attention to your data modelling in order to reflect existing social behaviour in all possible constellations.

Distribute service intelligence as little as possible to avoid dependencies from third party devices and to simplify service provisioning and maintenance.

Be prepared for very dynamic service activation and deactivation based on life-style peculiarities, i.e. service provisioning must harmonize with service delivery.

Create easy to use self-provisioning interfaces for your customers. Hide complexity as much as possible to increase acceptance.


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Thank you for your attention

Q&A

Documents

Leveraging Service Provisioning For IPTV Services: Challenges Of Convergence Charles Clavadetscher, Swisscom Ltd Service Provisioning Conference Prague,