IBM IPTV client presentation offering

1 © 2009 IBM Corporation
TEARSHEET - FOR PRESENTERS ONLY – DELETE
BEFORE PRESENTING
 Contents: An overview of the IBM Converged Communications – Internet Protocol
Television (IPTV) and triple play infrastructure solution, an offering that helps
telecommunications
and broadband Internet service providers upgrade their IPTV services to allow for enhanced
market competitiveness through improved customer satisfaction and increased revenue
generation. Using high quality infrastructure components from industry-recognized IBM
technology partners, the solution is designed to implement an integrated, reliable and
scalable IPTV network platform that supports IPTV and video-based services.
 Planned content review date: March 2009
 Target markets: Communications sector (telecommunications and broadband Internet
service providers), and energy and utility distribution companies adopting IPTV services.
 Audiences within target markets: Chief marketing officer, chief financial officer,
chief technology officer, business, network and IT management
 Signature Selling Method (SSM) stages: Stage 2 (Explore Opportunity)
and Stage 3 (Describe Capabilities)
Links work in slide show mode.

BEFORE PRESENTING (continued)
 Opportunities to cross-sell or up-sell:
– Network Consulting Services
– Remote Network Management services
– IBM Integrated Security Solutions for Cisco Networks
– Enterprise Security Management Services
– Network Security services
– IBM Global Financing services for converged communications
 Additional resources:
– Integrated communications services on ibm.com Internet site and GTS SalesOne
– IBM Converged Communications Services engagement portfolio
– IPTV infrastructure engagement portfolio

 Client pre-qualification questions to help customize your presentation:
– Are you a broadband service provider?
– Do you feel competitive pressure from cable companies providing additional
broadband Internet provisioning or other Internet Service Providers (ISPs)
offering Internet Protocol Television (IPTV) services?
– Is lack of proper technical resources hampering your ability to assess, plan,
design and implement an IPTV and video-based service provider network?
 Slide notes (best practices):
– Introductions (optional): Fill in the table on the Introductions slide with names and
contact information for client meeting participants and IBM or IBM Business Partner
presenters.
– Agenda: Remember to edit this slide after you customize this deck to incorporate
additions, deletions, and changes in order of topics.
– References: If client reference slides are included in this presentation, check the
current status with the IBM account contacts before using the slides.
• IBM presenters: Find appropriate contacts in the IBM client reference database.

 Slide notes (best practices): (continued)
– Considerations and dependencies (optional): Compatibility is a very big issue for
business and technical managers. Answer the question: “Will this offering work with my
existing [operating system, network, application suite, hardware, and processes]?”
Include:
• Culture changes and executive sponsorships needed to achieve innovation
or transformation.
• Upcoming releases that may provide additional functionality.
• “Lessons learned” by IBM and clients on the best way to implement
the solution/offering, using experiences from other clients, if available.
• Infrastructure changes or prerequisites needed for successful implementation.
– Next steps (optional): Provide your client with an outline of actions you want them to
agree to next. For example, a workshop, an account assessment, an IBM solution center
visit, to contact an approved client reference, a demo, a trial, etc.
• Contact Guntars Otto at Guntars.Otto@lv.ibm.com, Patti Fiette at pattif@us.ibm.com
or Olavi (Olli) Patja Olli@fi.ibm.com for more information
– Thank you (optional): Insert public sources of information to help clients further research
your offering, and provide your contact information.

 Slide notes (best practices): (continued)
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determine what changes to make to the Trademarks and notes page provided.
• IBM presenters must consult IBM Legal guidelines.
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attribution conventions and laws as well as their own company policies.
 Entire presentation notes:
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© 2009 IBM Corporation
IBM Converged Communications Services –
IPTV and triple play infrastructure
Respond to evolving subscriber expectations with an open,
integrated network solution and virtually unmatched
integration services
[Presenter Name]
[Presenter Title]
[Presentation Date]

Introductions
Company Name and title Contact information
e-mail
phone
e-mail
phone
e-mail
phone
e-mail
phone
e-mail
phone
e-mail
phone

Agenda
 Executive summary
 Current industry environment
 Your business needs and challenges
 How IBM Converged Communication Services – IPTV and triple play
infrastructure helps you address these needs and challenges
 IPTV and triple play infrastructure offering summary
 Associated offerings
 Why IBM?
 Considerations and dependencies
 Next steps

Executive summary
 Today’s fast-changing communications industry is forcing telecommunications and
broadband Internet service providers to adapt quickly to new market pressures
to remain competitive.
 Service providers face an urgent need to increase market competitiveness by
deploying an integrated, scalable Internet Protocol Television (IPTV)
network that enables the rapid deployment of new video-based services.
 IBM can help you implement an IPTV multimedia and video-ready
network infrastructure solution that can:
– Increase customer loyalty and satisfaction.
– Facilitate increased market competitiveness and revenue.
– Meet your business needs.
 Our combination of skilled experts with experience in implementing successful
IPTV solutions, and partnerships with industry-leading technology vendors, allows
us to offer you a proven and validated IPTV and triple play infrastructure solution.

Incumbent telecommunication and broadband Internet service
providers are facing competitive threats from cable and
satellite television operators.
Evolving customer preferences and the emergence of new
technologies in the communications sector mean that:
 Consumers now want a wider range of TV, video and video-based
services from their service providers.
 Telecommunication and broadband Internet service providers are
losing customers and market share to communications service providers
who provide IPTV and triple play (voice, video and data) services.
 Service providers are required to leverage the latest technologies to
offer increased user self-programming options, portable content and
time-based scheduling.

As a result of market changes, telecommunications and broadband
Internet service providers face several critical needs and challenges.
Many organizations are experiencing:
 Reduced market competitiveness due to increasing customer turnover.
 Shrinking revenues due to the lack of new revenue generation streams.
 Lack of resources and skills required to plan and implement a
reliable IPTV network infrastructure.
As a result, they need to:
 Implement a fully integrated IPTV and video-based network for
enhanced customer satisfaction and loyalty.
 Deploy a wider range of customer services to increase revenue
generation and expand market share.
 Engage industry-recognized experts to develop a flexible and scalable
IPTV network infrastructure with the ability to support future services.

IPTV helps increase your market competitiveness by allowing you to
offer new subscriber services and new avenues for advertising.
Subscription TVSubscription TV
Pay per viewPay per view
Time-shifted TVTime-shifted TV
Near video on demandNear video on demand
Video on demandVideo on demand
Subscription video on demandSubscription video on demand
Network personal video recorderNetwork personal video recorder
Consumer personal video recorderConsumer personal video recorder
Asset management and
content meta data
Asset management and
content meta data
Personalized viewPersonalized view
Program rating and blockingProgram rating and blocking
Favorite list channelsFavorite list channels
Advanced searchAdvanced search
Interactive electronic program guideInteractive electronic program guide
Account status and billingAccount status and billing
Ad
insertion
Ad
insertion
Personalized program packagesPersonalized program packages
Support for iTV applicationsSupport for iTV applications
Advertising
services Core television (TV) services Subscriber user interface services
UNICASTMULTICAST

IBM offers a tested IPTV and triple play network infrastructure
solution to help meet your business needs and challenges.
We help you implement … that can …
 A fully integrated video-
enabled, carrier-grade, scalable
Internet Protocol (IP)
Multiprotocol Label Switching
(MPLS) network
 An IPTV multimedia
infrastructure that leverages
IBM’s architecture, testing and
customer scenarios from the
IBM IPTV “Center of
Excellence” in
La Gaude, France
 Help increase customer satisfaction and loyalty
through new and enhanced television (TV),
video and video-based services.
 Facilitate a competitive advantage and create
opportunities for incremental revenue generation
with an open and flexible IPTV network
infrastructure based on next generation
network (NGN) architecture.
 Leverage unmatched integration and compatibility
testing and expertise across a broad range
of industry-leading vendors.
 Support the latest IPTV standards, formats and
technologies including video-on-demand and
other premium video-based services.

Our IPTV and triple play infrastructure solution can boost your
average revenue per user and reduce customer turnover by
enabling these services.
Video services on TV Data/Web-based services Voice-based services
TV  Video on demand
 Digital video recorder (DVR)
 Enhanced navigation
 Integrated search across
storage media
 Personalized content
on customer television (TV)
 Infoportal – access to essential
(calendar, airport flight info) and
non-essential (weather) services
 Music on demand
 My IPTV content services
 Caller ID on TV
 Unified communications
on customer TV
 Synchronized with cell and
personal computer (PC)
 Video phone
(Cell)
Phone
**
 Control recording on
personal video recorder
(PVR)
 Receive video clips from PVR
 Send photos or video clips
to PVR
 Control what to get on cell
 Personalized content on
cell phone
 Music and photos on
your cell phone
on cell
 Receive voice messages
forwarded by PVR
 Synchronized with PVR
and PC
PC  Manage content on PVR
(record, delete, search, etc.)
 My Pictures, My Music and
My Videos on customer TV
 Manage service preferences
at home or at the office
on customer PC
 Synchronized with cell and PVR
** Not part of current IPTV service product solution. May be included during future expansion.

A strong ecosystem of IPTV subsystem vendors gives you the
flexibility to choose the IPTV network architecture solution that
best fulfills your requirements.
Video-on-demandVideo headend
Conditional
access system
Middleware
Core and metro network Access network
 IBM serves as a primary contractor
 Delivers IPTV solution integration and
deployment
 Provides IPTV and triple play support
IBM IPTV and triple play solution
CISCO
CDS
Kasenna
CISCO
Optibase
Minerva
CISCO
ORCA
Widevine
Verimatrix
CISCO
Juniper
Allied Telesis
CISCO
Juniper

IBM and Cisco can help enhance your market competitiveness with
a robust, fully integrated IPTV and triple play infrastructure solution.
Headend
Acquisition
H.264
Encoding
Customer
premises
equipment
Portal
Super headend Video-on-demand
Core network
Home domain
Metro network
Access network
DSL or FTTX
IPTV infrastructure consulting services
Content Delivery System
Visual quality
of experience
Network
management
SLAs
Operational and business support systems (OSS and BSS) integration hub
Authentication
Inventory
management
Service auto
provisioning
Billing
Network auto
provisioning
Service
assurance
Content access
system (CAS)
Middleware

IBM also offers you an alternative IPTV and triple play solution
based on IBM, Juniper and ISV partner components.
Video-
on-demand
Metro
network
Middleware
Configuration
management
Authentication Network
management
SLAs
Inventory
management
Service auto
provisioning
Billing
Service
assurance
Super headend
Headend
Acquisition
H.264
Encoding
Content access
system (CAS)
Operational and business support systems (OSS and BSS) integration hub
Home domain
Customer
premises
equipment
Core network Access network
DSL or FTTX
Portal
IPTV infrastructure consulting services

Our skilled, experienced specialists can provide full IPTV lifecycle
services to help your business establish a platform for future growth.
Assess and plan
 Network
assessment for
compliance to
technical
requirements
 Identification
of viable
alternatives and
final selection
Design
 Designing of the
selected IPTV
network
architecture for
implementation
 Use of open
standards, proven
processes and
industry-
recognized vendor
components
Implement
 Implementation
and integration of
IPTV infrastructure
across network
and IT domains
 Deployment,
provisioning and
distribution of TV,
video, games,
Internet and e-mail
Support
 Managing,
operating and
troubleshooting of
the IPTV network
infrastructure
 Network
monitoring
services
 Single point of
contact to ensure
reduced risk

IBM Global Financing at-a-glance
Client Financing
Commercial
Financing
Provides working
capital and supply
chain financing for
IBM clients and
Business Partners
Global Asset
Recovery Services
Offers comprehensive
services for used
IT assets, including
resale, buyback
and recycling
IBM Global Financing
Provides financing
(leases and loans)
for the acquisition
of solutions and
technology
 IBM Global Financing
serves commercial
clients ranging from
small businesses to
more than 90 percent
of the Fortune Global
100 list of companies.
 Nearly three times the
2006 IT financing
volumes as number 2
Dell Financial Services
(DFS), with HP trailing
DFS
 Commercial Financing
addresses both SMB
and larger accounts,
providing liquidity
across the cash cycle
and supporting
distribution chains
 Clients can establish
a borrowing base to:
optimize cash flow,
reduce borrowing
costs, & earn early
payment discounts.
 Worldwide, IBM receives
more than 22,000
machines per week across
22 centers around the
world; 85 percent of those
machines are refurbished
and resold
 GARS WW operations
processed 59,647 metric
tons of end-of-life products
and product waste in 2005,
and sent only 1.43 percent
of that to landfill
Experts in financing technology
and solutions
 Focuses primarily on solution and
technology financing
 Provides single-source financing
that helps clients acquire business
services and technology services,
hardware and software ― IBM and
non-IBM
 Flexible financing with competitive
rates to businesses of all sizes and
across all industries
 Complete financial plans for the
lifecycle of the investment
Total Solution Approach
IBM and non-IBM:
 Hardware
 Software
 Services

IBM Financing Advantage: Affordable, Simple, Accessible, Complete
IBM Financing Advantage is designed to help you capture the high-growth mid-market opportunity
with accessible, simple processes, and complete financing options. Financing IT and solution
acquisitions can help clients by deferring upfront investment costs, conserving cash for higher-
yielding investments, and protecting against technology obsolescence.
 Simplifies budgeting and planning
– Combine IBM hardware, software, and services and other non-IBM products in a single contract with
a single monthly payment
 Fast and simple financing
– Rapid online Financing delivers credit, price and contract in under ONE hour
 Complete solutions for IBM and non-IBM
– Client Financing for HW/SW/Services on transactions as small as $1K USD
– Commercial financing for Business Partners
 Enhanced software and services financing
– Unlike many other vendors, IBM does not require HW
content in most instances
 IBM Express Asset Recovery Solutions provide clients with a safe,
secure and environmentally friendly way to dispose of their
old equipment
 IBM Certified Used Equipment™, a cost-effective alternative
if new equipment is not an option

IBM offers associated services to help add value to your
IPTV and triple play infrastructure solution.
Our extensive portfolio includes:
 Network Consulting Services. A combination of methodology, tools, processes,
training, and practitioners—all working together to support your networking needs
from assessments through strategy creation, design and testing, implementation,
and ongoing management and operations.
 Remote Network Management Services. Designed to help you reduce IT
costs, improve business resiliency, fill the skills gap for management
expertise by providing instant access to management solutions, and reduce
management complexity.
 IBM Converged Communications Services. Helps you build business advantage
with integrated voice, data and video environments designed to help maximize
collaboration and productivity.
 Enterprise Security Management Services. A comprehensive array of security
services designed to help you reduce the risk of doing business online, while also
decreasing the administrative costs associated with sound security management.

Why choose IBM?
IBM possesses a unique combination of capabilities, skills and
resources that set us apart from the competition.
 IBM is a worldwide leader in IPTV networking consulting and
integration services, with proven IT and networking expertise.
 Our firsthand experience in implementing IPTV network
infrastructure solutions allows us to offer prebuilt and proven
IPTV and triple play infrastructure solutions.
 Our technology relationships with industry-leading firms allows us
to provide you with a selection of IPTV network architectures.
 We can offer a team of skilled experts and specialists with extensive
experience in integrating and testing multivendor network solutions.

IBM has several Telecom Solutions Labs that offer unmatched
integration and compatibility testing capabilities across a wide
range of IPTV subsystem vendor solutions.
The centers offer a variety of services including:
Client briefings
Tailored to meet
specific client
requirements
Demonstrations
Comprehensive
end-to-end solutions
Proof-of-
concepts
Enable faster
solution deployments
Independent
software vendor
integration
Reduce risk
during solution
implementation
Consultancy
Thought leadership
in support of client
engagements Montpellier,
France
Beaverton,
Oregon
Austin,
Texas
Hursley,
UK
Beijing,
China
La Gaude,
France

The IBM IPTV Center of Excellence at La Gaude, France, houses a
live IPTV and triple play installation with state-of-the-art equipment.
 Multiple television (TV) sets connected
through different access modes
 46-inch and 37-inch full high definition
(HD) TVs and set-top boxes (STBs)
 32-inch HD-ready, standard definition
(SD) STB
 STBs connected via Ethernet To
The Home (ETTH)

The IBM IPTV Center of Excellence provides you with a firsthand
view of the equipment from the Cisco IPTV and triple play
infrastructure solution.
 CISCO core and metro network
 CISCO and Allied Telesis
access network
 CISCO visual quality of
experience (VQE)
 CISCO Video Technology Group
(VTG) video headend
 CISCO Content Delivery System
(CDS) video-on-demand (VoD) system
 Widevine conditional access system
(CAS) system
 Minerva middleware
 CISCO VTG and ADB set-top
boxes (STBs)

Our Center of Excellence houses an IPTV and triple play
infrastructure solution that incorporates components from
Juniper Networks and other independent software vendors.
 Juniper core and metro network
 Juniper and Allied Telesis access
network
 Juniper Dynamic
Bandwidth Allocation
 CISCO Video Technology Group
(VTG) video headend
 Kasenna video-on-demand
(VoD) system
 Verimatrix conditional
access system (CAS) System
 ORCA middleware
 Motorola set-top boxes (STBs)

A technical overview of the Cisco- and Juniper-based IPTV and
triple play solution architectures at the La Gaude center.
DVB-S
source
Core and Internet
access (MPLS cloud)Acquisition
Portal and
VoD server Ethernet metro Distribution End user

Success story: Danish service provider
Business challenge:
As a broadband service provider, the company experienced rapid growth that resulted
in the need to automate customer management workloads and processes
Solution:
IBM provided the consulting services, software, network
architecture and Cisco-based products needed to
implement an IPTV solution that supported a full range
of triple-play services, including automated customer
service options
Result:
The company’s new portal system provides a more
effective infrastructure that is helping the company
accommodate growth of more than 400 percent
“Our combination of a
three-in-one broadband
solution with Internet, IP
telephony and television
attracts an ever-widening
customer circle that
is searching for digital
experiences of the
highest quality.”
— IT Manager

Success story: Norwegian service provider
Business challenge:
To become more competitive, generate profits, increase customer loyalty and
respond to industry deregulation
Solution:
IBM provided the consulting services, software, network
architecture and Cisco-based products needed to
implement an IPTV solution that supported a full range
of triple-play services, including automated customer
service options
Benefits:
Helped create a robust, on-demand environment for
customers, enabling increased customer satisfaction,
improved competitiveness and greater profits
“IBM and its partners
have given us the tools
and support to become a
more resilient and
responsive business in the
face of changing
market conditions.”
— CEO

Success story: Lithuanian service provider
Business challenge:
Required a reliable and market proven digital video headend and secure
and multiplatform content protection solution
Solution:
IBM manages design, delivery and maintenance for the
digital video headend from Cisco and content protection
from Widevine
Benefits:
Using Widevine, the organization assures content
providers that content is secured, offering them the
critical access to premium content required to make
their service attractive, regardless of consumer device
“IBM and Widevine have
delivered an excellent,
turnkey video headend
and multiplatform content
protection solution that
offers us the flexibility to
delivery PayTV services
to a wide range of
consumer platforms.”
— General manager

Success story: Lithuanian service provider
Business challenge:
Reform existing complex—15 operating systems and several proprietary
hardware and software—IPTV-based service to reduce licensing costs,
increase scalability and enable use by non-technical staff
Solution:
Working with several partners, IBM provided industry-
leading hardware, including xSeries® and BladeCenter®
servers, open-source Linux® software, digital media
expertise and consulting services, from initial
engagement to solution launch
Benefits:
An affordable, scalable and easy-to-maintain system
that provides community residents with access to a wide
range of interactive television and Internet services
“ IBM displayed a
commitment and
enthusiasm for the project
that went beyond
expectations, and worked
extremely hard to keep us
within our budget
as well.”
— Project manager

Next steps

Thank you for your time today.
For more information, please visit:
ibm.com/services/networking
Contact:
 [Presenter Name]
 [Presenter Work Phone]
 [Presenter e-mail Address]

Trademarks and notes
IBM Corporation 2009
 IBM, the IBM logo, ibm.com, WebSphere, xSeries, BladeCenter, IBM Component Business
Model of IT and IBM Process Reference Model for IT are trademarks or registered trademarks
of International Business Machines Corporation in the United States, other countries, or both.
 IT Infrastructure Library is a registered trademark of the Central Computer and
Telecommunications Agency which is now part of the Office of Government Commerce.
 ITIL is a registered trademark, and a registered community trademark of the Office of
Government Commerce, and is registered in the U.S. Patent and Trademark Office.
 Other company, product and service names may be trademarks or service marks of others.
 References in this publication to IBM products or services do not imply that IBM intends to
make them available in all countries in which IBM operates.
 This document includes content from COBIT 4.0 and 4.1, which is used by permission of the IT
Governance Institute (ITGI). © 1996, 1998, 2000, 2005, 2008 IT Governance Institute (ITGI).
COBIT is a registered trademark of the Information Systems Audit and Control Association and
the IT Governance Institute. Used under license from ITGI.
ICP03023-USEN-00

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