Keys of IPTV sucess

Is quality a real competitive advantage on IPTV services success ?

IPTV World Forum Asia

Dec 4th 2008

2© 2000-2008. All rights reserved 2

Quality is a fundamental part of the success

Emotion

/ Interest

Quality of ExperienceValue for the money

= USER EXPERIENCE


1st key : The value for the money

Before, rules of success were easy to understand :

Brand name

Access to the market

People that have video / television / telecommunication knowledge

Money

Content access

Ability to deploy and deliver

But now, what about :


2nd key : the EMOTION or at least the INTEREST

To cut a long story short:

Content: Multiple strategy : from premium exclusive content to content agregation

Services: The technological evolution have no limit like imagination

Content / Services

Happyness / Usefulness

“Very important topic but it’s not the today subject ...”


3nd key : What about the quality ?

The famous QoS : Quality of Service

Everything seems under control (from this man point of view …)

6© 2000-2008. All rights reserved

supervisor

I can see most components.

Services are under control.

From my point of view, everything is OK !

Supervision Console

Really ?

My channel change time is too slow

Too much freezes

Phone call quality drop

when I switch my TV on

I paid for this movie,

but where is it ?

Hey, I get bad images since

you use vacuum cleaner

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QuickTime™ et undécompresseur H.264

sont requis pour visionner cette image.

© 2000-2008. All rights reserved

The bad news sequence ;-)

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Frozen images QoS approach did not detect it


Video-on-demand access error QoS approach have not detect it

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Momentary pixellisation transparent to QoS probes

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No decoding : CAS issue QoS probes see nothing

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We are no longer in a network centric world ...

Could it be, one day, totally under control ?

NO ... Main raison : the world has changed

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What he thinks about situation ... but


Front of QoS approach lacks, we try to ask to the customer ...

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Can we rely on customers feedback ?

The human is not 100% objective

★ He is not ubiquitous

★ He is expensive

★ He can’t tell what happened and why

★ Providers and customers don’t see the same things

★ And most of all … it’s often too late!

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So what ?

Solution is not “generating more and more” datas

The problem is different, we have to be DIFFERENT

We need to change the approach :

Bottom up Top down

Cause to consequence Consequence to Cause

Add QoE information and QoS datas

In fact QoE is the What and QoS is Why

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You can’t improve something you don’t measure !

Measuring relevent things :

AVAILABILITY – PERFORMANCE & SERVICES CONFORMITY

But with automatic system

Private networkPrivate network

InternetInternet

Mobile networksMobile networks

Access networks Back officeApplication

servers

Presentation

servers

SecurityRoutersUsers

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With this approach we can see real problems

In real (live) situation

data collected from all French Telco's in October 2008

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We can really help to improve the situation

IPTV

Video MOS

VoIP

PESQ

Real exemple based on French operator,

in real operation

Firmware V.X Firmware V.X+1 Firmware V.X Firmware V.X+1

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3 top QoE priorities for end users

1.AVAILABILITY : it’s the top priority when launching a service

2.PERFORMANCE : channel changing time for exemple 2005 : between 5 s - 9s

2007 : between 1.5 - 3.7s

now (P+/P-) : around 2s and between 0.5s and 0.8s with special optimizations

3.FIDELITY : quality of image / sound measure with Witbe VideoMOS IPTV / DSL : between 2.5 - 3.2

Cable TV : between 3.5 - 4.3

1. But industry works very hard to improve it ... and fiber arrives ...

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Quality and the bottom line

Bad Quality of Experience = bad user experience

Causes considerable churn (up to 30% in 2004 at launch, < 10% now)

Is bad for brand image

Increases support costs (calls / sub / year)

Is a pity for the turnover and business opportunities

Good Quality of Experience

Creates a feeling of proximity and reduces stress

Instills loyalty & trust.

People say they’d call more often and watch more TV

• Pay more for quality

• Switch providers

Thank you !

Technology

Keys of IPTV sucess