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Evolving the Service Provider Business Model for OTT Service Delivery by Rajan Raghavan Vice President and General Manager, Content & Media, Juniper Networks
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Evolving the Service Provider Business Model for OTT Service DeliveryRajan RaghavanVice President and General Manager, Content & Media
What is behind recent APAC data CENTER growth spurts for service provider?
2 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
CONSUMER VIEWING DEMANDS ARE CHANGING
Multiple DeviceMultiple Device
On DemandOn Demand
Traditional TVTraditional TV
LinerLiner
Device
ProgrammingProgramming
Elements Traditional New Trend
3 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
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
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
4 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
TV Service Value Chain
NSP Content Owners
$
$ $
Online Video/Content Value Chain
NSP CDN Aggregators Content Owners
$
$ $
$
$ $
$ Content related advertisingInternet/Data/Peering$ Content related$
JUNIPER IS AT THE CENTER OF KEY INDUSTRY TRANSFORMATIONS
BUSINESS TRANSFORMATION ENDPOINT TRANSFORMATION
5 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
� 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
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 ..
6 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
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
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
7 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
Network Service Providers
Content $
$
$
Content caching and delivery systems
Reduced traffic on service provider networks
Reduced traffic on service provider networks
opportunityopportunity
ENDPOINT TRANSFORMATION MOVES DELIVERY FROM SERVICE SILOS TO ANY CONTENT, ANY DEVICE, ANYWHERE
TV Service DeliveryTV Service Delivery
Online Video Delivery
8 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
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)
MULTI-SCREEN DELIVERY – ADAPTIVE HTTP DELIVERY- KEY REVENUE OPPORTUNITY
Online Media Companies
Internet OTT Content Deliver
9 Copyright © 2011 Juniper Networks, Inc. www.juniper.net
IPTV and CableOperators
Operator NetworkPay TV Service Delivery
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.