Cisco Confidential ⓒ 2010 Cisco and/or its affiliates. All rights reserved. 2
Future of Video
Videoscape
Architecture Overview
Admir Hadzimahovic
Systems Engineering Manager . EME VTG
March, 2011
Cisco Confidential ⓒ 2010 Cisco and/or its affiliates. All rights reserved. 2
Future of Video
Videoscape
Architecture Overview
Admir Hadzimahovic
Systems Engineering Manager . EME VTG
March, 2011

Cisco Confidential 3ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Videoscape Architecture Overview
Agenda:
1. Key IPTV video drivers
2. Claud . Mediasuit Platform
3. Network and ABR
4. Client . Home Gateway
5. Conductor
6. Demo
Cisco Confidential 3ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Videoscape Architecture Overview
Agenda:
1. Key IPTV video drivers
2. Claud . Mediasuit Platform
3. Network and ABR
4. Client . Home Gateway
5. Conductor
6. Demo

Cisco Confidential 4ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
CES Las Vegas
Cisco Confidential 4ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
CES Las Vegas

Cisco Confidential 5ⓒ 2010 Cisco and/or its affiliates. All rights reserved.

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
$
Time
28
Limited Revenue Growth and Increasing Costs
Network
Termination
B2C
Business to Consumer
PeeringPoints $
Service
Providers
$
Rising Costs:
..Increased SAC and Churn
..Increased bandwidth usage
..Bigger bundle of products
Flattening Revenues:
. Saturated markets . few new subscribers
. Increased use of flat-rate tariffs
. Regulatory & Competitive price pressure
Presentation_ID ⓒ 2010 Cisco Systems, Inc. All rights reserved.
Today
Broadcasters
$
Time
28
Limited Revenue Growth and Increasing Costs
Network
Termination
B2C
Business to Consumer
PeeringPoints $
Service
Providers
$
Rising Costs:
..Increased SAC and Churn
..Increased bandwidth usage
..Bigger bundle of products
Flattening Revenues:
. Saturated markets . few new subscribers
. Increased use of flat-rate tariffs
. Regulatory & Competitive price pressure
Presentation_ID ⓒ 2010 Cisco Systems, Inc. All rights reserved.
Today
Broadcasters

29
Differentiated User Experience, Service Velocity and Monetization
B2B2C
Business to Business to Consumer
$ $
$ $ $
Service
Providers
$ $ $$$
$ $ $
SP Platform
Leverage Network and Data Assets
Presentation_ID ⓒ 2010 Cisco Systems, Inc. All rights reserved. Tomorrow Cisco Confidential
Broadcasters
Government
Advertisers
OTT/Content
Aggregator
ApplicationDeveloper
Utilities
29
Differentiated User Experience, Service Velocity and Monetization
B2B2C
Business to Business to Consumer
$ $
$ $ $
Service
Providers
$ $ $$$
$ $ $
SP Platform
Leverage Network and Data Assets
Presentation_ID ⓒ 2010 Cisco Systems, Inc. All rights reserved. Tomorrow Cisco Confidential
Broadcasters
Government
Advertisers
OTT/Content
Aggregator
ApplicationDeveloper
Utilities

Industry
Credit Card
Networks
Side 1
Merchants
Platform Examples Side 2
Customers
Retailer of Goods Merchants Customers
Auctions Sellers Customers
Internet Search
EnginesEnd Users
Searching
Advertisers
Music/ Record
Labels
Operating Systems
Recruitment
Artists
ApplicationDevelopers
Employers
iTunes
Consumers
Consumers and
Business Users
Job-seekers
2.0
Video Game Systems Game Developers
Source:
TelcoPresentation_ID ⓒ 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential
End User Console
Owners
30


ⓒ 2010 Cisco and/or its affiliates. All rights reserved.


Built on Web Services Protocols . to be Open

Cloud Service APIs - Accelerates universal reach and 3rd party innovation;
Designed for virtualization

Exponential scale for large-scale unicast services

Leveraging caching technologies for efficient distribution

Video intelligence propagates deep into the network edge

Providing media, device, and network awareness

Open Client Architecture - SDK

No custom client application. Multi-device support . for PCs, gaming consoles,
mobile devices, set-tops, etc. - enabled through a set of “platforms”

Services Across Managed and Unmanaged Networks

Common experience no matter where the user connects . Design for
unmanaged, optimized for managed

Cisco Confidential


ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Diverse Devices
Common Linux Platform
Common APIs
Account Holder
PC
ABR Video
Delivery with
DRM Protection
Cloud
CDS
CDN
QoE
Service
APIs
Personal
Content
Mgmt
Connected
TV
Bluray
Player Apple TV
Quality Feedback
(“How Good” Email)
Device
Manufacturer
Firmware
Upgrade
Discovery and
Queue Management
Queue Info and
Recommendations
Roku

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Cloud Network Client
Cisco Nexus Family
Cisco UCS Family
Cisco Cable & IP STBs
Cable modems, Gateways
Cisco CRS & ASR Family
Cisco CDS & CMTS Family
Videoscape Media Suite
Videoscape Media Gateways
Videoscape STBs
Videoscape Soft Clients
Cisco Conductor for Videoscape
Cisco CMTS 3G60
Videoscape AVSM Module
Cisco Videoscape

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
. Multiple content formats
. Sophisticated content
bundling
. Customizable metadata
model
. Metadata normalization
. Extensible workflow
. Transcoding & encryption
. Distribution to delivery
network
. Product/Offer rules creation
. Subscription, rental, EST,
ad-supported models
supported
. Custom entitlement checks
prior to authorization
. Multi-DRM framework
. Customer Care functionality
. Player Framework
& Widgets
. Streaming & Download
. License acquisition
. Library management
. Ad Network integration
. Feed aggregation &
harmonization
. Multipoint catalog publishing
. Category management
. Playlist publishing
. Search and Rating
. Metering & reporting
Content
Management Entitlement Publishing Client
Technologies
CMS Entitlement Publisher
API’s/Web Services
OSS/BSS
Players
And Widgets

AT&T U-verse Online Verizon FlexView Bell TV Online Verizon FlexView Bell TV Online

Disney Movies Online Paramount Media Store Onet TV Catch Up

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential



ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
. Bundles
. Components
. Common Entities
. Bundle Templates
. Bundle Profiles
. Metadata Search
. Metadata Bulk Edit
. Custom Attributes
. Custom Components
. Metadata Transforms
Sub Bundle(s)
Component
Component
Bundle
Common
Entity
Common
Entity
Common
Entity
Common
Entity

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Content Sources MediaSuite
Extract,
Filter,
Normalize
Metadata Feed Mgr
Publisher
Offer
Management
Content
Management
Metadata
Metadata
Repository/
Storage
Parser Parser
Metadata
Parser
XSLT
PC/Mobile
Portal Server
CRUI Server
Metadata Parse
and Transform
Storage and
Search Engine
Client-specific
feed formats
Field
Mapping
Multiple metadata
sources
VOD and Linear EPG data combined for unified search & recommendation (upcoming release)
Aggregate and unify offerings from Vivendi and other sources

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
. Goal: Use a common CMS, OMS, and
metadata schemes to model VOD, Linear,
and Apps
. Linear is essentially pre-scheduled VOD
Even live events are scheduled assets
(placeholders). Breaking news can be supported
through XMPP notification (gives tight audience
focusing)
This base assumption simplifies a migration to
everything on demand
. Apps have many qualities that are directly
equivalent to media assets…
Producer/distributor, title, version, platform
Reference to other media assets
VOD Linear App
Business
Production
house X X X
Distribution
house X X X
Aggregator/Network/Station X X X
Creative
Title X X X
Director X X -­.
Actor[s] X X -­.
Genre X X X
Categories X X X
Properties
container,
encoding
formats X X -­.
Bitrate X X -­.
Language[s] X X X
runtime
format -­. -­. X
Related
objects X X X
Restrictions/Allowance
hardware X X X
consumer X X X
rating X X X
Play
Window
Schedule
Schedule
play
start -­. X -­.
Schedule
play
end -­. X -­.
Availability
License
Window X X X
Publish
window X X
(EPG) X
Version
Control
Version X -­. X
NextVersion,
PrevVersion ? -­. X
Subscription
type X X X
Encryption
type X X -­.
DRM
type X X -­.
App
Licensing
type -­. -­. X
Content
Location
Origin
URL X X X
Network
stream
(u/mcast) -­. X -­.
Preposition
Destination X -­. X

. Benefits of Cloud Rendering
Bring new services to Evolution STBs to stay competitive
Increase base services on legacy STBs
Can offer same/similar experience to advanced clients (client rendering) and
legacy clients (cloud rendering)

. Challenges of Cloud Rendering
High-concurrency usage can over-consume network capacity
Additional latency can impact some consumer experiences

. Cisco will work with customers to identify candidate applications
to be delivered via cloud rendering
Rich UI to low-power STBs


Interactive Gaming (OnLive)

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential


ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential


ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Entertainment Services
Acquires Content in Multiple Formats
from Multiple Sources, Live and On-
Demand
Independent Scalability of Content
Delivery Functions . Adapts to Any
Network Topology
Very Low Latency Content
Propagation for On-Demand and
Real-Time applications
Intelligent Service Routing for Global
Network Routing and Service
Extensions
Guarantees non-stop Service
Availability through Advanced
Resiliency Features
Published
Content
Content Library /
Acquirer Arrays
Caching Nodes
Programming Internet
Content
Caching Nodes
Streamer
Arrays
Entertainment Services
Centralized
Ingest and
Storage
Massively
Scalable
Caching Layer
(CDN)
Highly
optimized
Edge
Streaming
On-Net Off-Net
Service
Router

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Denver Chicago
SP
Network
3rd
Party
CDN
On-net
Denver client
On-net
Chicago client
Off-net
Denver client
Off-net
Chicago client
SP
CDN
Content
Server
Cache Node Cache Node
Content Library
3rd Party CDN
Content
Server
Proximity
Decision
Geo-location
Decision
CDN Offload
Decision
Content Server
Content
Packager

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
Mobile Video GW
(GGSN or PDN-GW)
Mobile
Client
Video
Optimization
HTTP
Optimization
TCP
Optimization
Traffic
Steering
3G/4G
DPI
Multi-tier
CDN
Mobile Video Gateway
- Video Traffic Steering (DPI) . Steer only video traffic into video solution to reduce load
- Profile Mgt (Policy) . Select optimal video content based on device, user policy and network
- Video Pacing . Reduce unwatched video downloads
- TCP Optimization . Dynamically adjust TCP parameters to reduce latency and increase throughput
- Online Transrating . Reduce video bandwidth in real-time by removing frames
ASR5K
Content
Adaptation
Unknown Engine
Video Sources
(Internet OTT)
MediaSuite
Managed
ABR Content
Known,
Managed
Content

.
Functions
Bulk Transcoding - Transforms video codec to optimize for device
Bulk Transrating . Adjust video bitrate to optimize for delivery bandwidth
Transwrapping - Transforms video file type to optimize for device
Profile Management - Delivers optimal versions of video based on device, user
policy and network
Video Streaming Preparation . Segment content for Adaptive Bit Rate
Streaming


ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential


ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
Videoscape
Media Gateways
Videoscape
Soft Clients
Videoscape
STBs
Videoscape Common
Software Framework
Multiple Presentation
Engines (Flash,HTML5…)
Cisco
Conductor
Video Optimized
Application Centric
Cloud Driven Service
Enablement Infinite Content Choices
(Broadcast, VoD and Online )
Web 2.0 applications enabled
Open publishing
environment
Supports PCs, Macs, Tablets
Connected TV, Mobile
Phones, Game Consoles
Customizable UI

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
Internet Content on TV
&
Fixed Mobile
Convergence
PC Screen as
Video A/O Inside
and Outside the
Voice Home
Bundle
Content
Streaming
& Portability
Home and PC
Media on TV
IP STB & Whole
Home DVR
Client
Storage
Services
Home Video
Monitor Service
Cloud
Videoscape
Media
Gateway

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
Multi-use Options
SmartPlug
Internet Enabled
TV / DMA
Family Room
STB
USB Flash Drive/
Disk Storage
File Server
Thermostats
Alarm
Panels
UPnP-AV / DLNA
Media Server
Internet Radio
USB 2.0
VoIP SIP/IMS
Analog
Phones
FXS
Broadband
Internet
802.11n
Wi-Fi
Network
Printer
Computer
10/100/1000
Ethernet
Z-Wave /
ZigBee
Sensors
Smoke
Detector
Radiator
Valve
eHealth
3G/4G
Mobile
Data
Internet
Internet Enabled
TV / DMA

.
In-browser players in Flash &
Silverlight
Trick play controls, playlist carousel, multi-
resolution (std, full, widescreen)

Social / Viral . email a friend, embed code for
bloggers, post to social networks (MySpace,
Facebook, etc.)

Video playback, ad insertion & metering

DRM support

.
Catalog & channel browser widgets
for embedding
.
Download app provides offline
experience
.
Full SDK for customization
ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential


.
Service providers expand on-
demand/linear solution tounmanaged devices
.
Digital Media: TV Shows/Seasons,
Movies/vDVDs, Music, Apps etc.
.
Linear, On-Demand, “My DigitalLocker” (tie in to VSP & Linear
module)
.
State/history/ personalization in thecloud
“iPad Companion App” enhances
collaboration between Cisco STB/
Gateway and 3rd Party devices

.
Enhanced social networkingintegration
.
Full SDK to allow for both light &
deep customization
ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential


.
Service providers can expand their on-demand/linear
solution to unmanaged devices, driving premium
consumption and providing solution parity withcompetition
.
Digital Media: TV Shows/Seasons, Movies/vDVDs,
Music, Apps etc.
.
Linear, On-Demand, “My Digital Locker”(tie in toOpenCASE & Linear module)
.
State/history/ personalization in the cloud
.
Client side playlist creation/management
.
“Companion App” enhances collaboration betweenCisco STB/Gateway and 3rd Party devices
.
Enhanced social networking integration
.
Full SDK to allow for both light & deep customization
ⓒ 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential


ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34

ⓒ 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
. Connection Management . Scalable connection
management for XMPP and WebSockets sessions
. Messaging . Multiprotocol messaging and
translation
. Identity . Maintenance of device and subscriber
identities for message routing and notifications
. Services Infrastructure . Enables device signon,
provisioning, service discovery/registration, and
service/app orchestration leveraging XMPP and
WebServices
. Instrumentation/Auditing . Enables accounting,
billing, analytics, and reporting
. NMS Interface . Exposure of instrumentation data
and system performance via SNMP
. Administrative/OSS Interface . Administrative UI
and exposure of key functions through
programmatic APIs
. Data Store . storage for core Conductor functions
Network Service API (XMPP, Web Services)
1W STB
Legacy Controller
2W STB GW STB PC/Mac Tablet Phone
Network Client API (XMPP, Web Sockets, Web Services)
Control
Suite
Content
Management
Migration
CDS
Head-End

Clients
PC/Mac
Clients
PC/Mac
iPad Tablet
iPhone
Android
Smartphone
Android Tablet
Connected TV
(Sony,
Samsung)
Xbox 360, Wii
Clients
PC/Mac
iPad Tablet
iPhone
Android
Smartphone
Android Tablet
Connected TVs
(Sony,
Samsung)
Clients
PC/Mac
iPad Tablet
iPhone
Android
Smartphone
Clients
PC/Mac
iPad Tablet
iPhone
Android
Smartphone
Android Tablet
Connected TVs
(Sony,
Samsung)
Clients
PC/Mac
iPad Tablet
iPhone
Android
Smartphone
Cisco Confidential

ⓒ 2010 Cisco and/or its affiliates. All rights reserved.


Cisco Confidential 37ⓒ 2010 Cisco and/or its affiliates. All rights reserved.

Thank you. Thank you.