Cisco's Nick Fielibert's session presentation from ANGA 2014 in Cologne, Germany. Access all Cisco at ANGA assets (blogs, photos, event details, etc.) here: http://cs.co/fbet

1. Cloud or not to Cloud, that is the
question!
Nick Fielibert
CTO, Video Technology, SP EMEAR

2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Drivers for Change
Technology
• More devices and screens
• Ubiquitous and smarter
networks
• Better video quality
• General Purpose Computing
• Elastic Compute Power in
the network
• The Home gets a new focus
Business
• Content rights evolve
• Devices (and UX) lead
loyalty
• Improved service agility
• New business relationships
and competition (OTT)
Consumer
• The omnipresent nature of
content
• Story-telling from device to
device, place to place
• Make it easy for me AND fun
• Minimize the pain of paying,
and protect my personal data
• Give me the best experience
possible (highest ROI)
• Want new experiences faster
(4K TV)
Cisco Public

3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
There is a competitive sweet spot available to all players offering video
services
• OTT Players have
greater agility than
traditional players
• Traditional players have
potential to provide a
broader offer/richer
experience
• Need to solve offer
breadth and agility trade-
off to be more
competitive
Offer
Capabilities
& Flexibility
Operational
Agility
Low
Low
High
High
Service
Provider
Competitive
Sweet Spot
Consumer
Electronics
OTT Player
Content Owner
Source: Cisco Consulting Services
Cisco Public

4. Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Creating a consistent/Aggregated User Experience
• Consumers care a lot more about their experience
with the TV service (UX)
• Increased content choice requires strong integration of
brands, channels, widgets and social networks
• Unified access across all content sources:
Broadcast
On-demand
Personal
OTT
• Personalized content through search and
recommendations
• Operates across all applicable devices
Cisco Public

5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Unified Services
Remove information silos
Enable instant access to all
content sources anywhere
Scalable Economics
Save on CPE development
Flexible on-demand pricing
Centralized management
Scalable Infrastructure
Robust server infrastructure
Reliable and consistent quality of
service
Web Integration
Social network integration
Personal recommendations
Targeted Advertisements
Real Time Updates
Efficient, real-time analysis
Improves insight and decision making
Faster Time-to-Market
Faster deployment of new features on
more devices
Reduced development cycles
Utilizing Cloud capabilities can help operators to move to this sweet
spot: offer breadth, fast time-to-market and scalability
Cloud Proposition
Cisco Public

6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Impact on platform: Traditional Approach
Server(HE/Cloud)
Client(CE/CPE)
VOD
Metadata
Linear
Metadata
Streamer
Application suite:
• EPG
• VOD
• Search
• DVR
• Parental Control
• Etc.
A/V Player
RTSP, HTTP
MPEG TS
Control Plane
Data Plane
Cisco Public

7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Thin Client Architecture
Server(HE/Cloud)
Client(CE/CPE)
HTML5
hosted UI
Backend
services
Streamer
Browser
(app)
A/V Player
HTML5/CSS3…
REST/JSON JS
MPEG TS/ABR/HTTP/RTSP/…
Control Plane
Data Plane
Thin clients drive to all IP and is also the best way to converge
between Cable and DSL/Fiber access
Cisco Public

8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What moves to the cloud, what stays in box?
• Service Discovery
• Based on a cloud config file download/update model
• Good simplification of stack
• UX (using Open UX)
• Linear guide
• VOD guide
• Search
• Recommendations
• Purchasing
• Self-care, User Account/HH management
• Local and Cloud Hybrid DVR
Management/scheduling
• Device and Home Network Management Remote
and Self Care
• Using Cisco Home Prime WebAPIs
• DVB support
• Playback content
• Caches for various parts of control data
to allow for functionality in case of loss
of connectivity
• Parental control – on STBs
• Device Diagnostics – on STB
• Power Management – on STB
DC/Headend CPE
Cisco Public

9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Can a CE, unmanaged device deliver?
Continued explosion in video-capable devices
Different device classes following different performance/capability
trajectories
The challenges
• Fragmented market
• Fast-moving market
• CE manufacturers have a different agenda
• Security (DRM)
• Recording and distribution in the home
Cisco Public

10. Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved.
So what is the solution?
• The set-top box!
• Set-top fulfills the role of providing the best possible
Quality of Experience to the subscriber
• Augmented by other unmanaged devices in the home
• Are they changing?
• Yes, greatly
• Form factor, connectivity, performance, memory,
graphics, etc.
• Not to mention software environments…
Cisco Public

11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Summary
OTT providers are on the hunt!
SP’s will have to bring Opex/Capex in line with the new competitors
Service velocity by deploying Thin SW stacks with applications moving to the cloud
Control of device and device SW is the only way to guarantee QoE and Scalability
Cisco Public

12. Thank you.