Мультискрин-сервисы и гибридная ТВ-платформа Huawei

HUAWEI TECHNOLOGIES CO., LTD.

www.huawei.com

MULTISCREEN SERVICES AND SECOND SCREEN - The real multi screen service via Huawei Hybrid TV platform

HISILICON SEMICONDUCTORHUAWEI TECHNOLOGIES CO., LTD. Page 2

Agenda1. Video Industry Trend & Huawei Vision

2. TV Everywhere & Multi-screen

3. Huawei Hybrid Video Solution


How to Develop a Sustainable Video BusinessVideo represents 80% of traffic

Yet only produces 1.6% of revenue

• How to attract more customers?

• How to increase video content revenue?

• How to maximize customer lifetime value?


Finding #1: Multi-Screen User Experience – Google Study


• Cloud

• Pipe

• Terminal

Various content delivery

channels and service

platforms

>10M broadband access is popular

Client Device get smart and diversified

OTT Servic

e Platfor

m

App Storefro

nt

Communication

Yesterday： Pay TV is stable business

Today: Pipe and Terminal cause more innovation

Q4/2011

2017-

2022

2.3 Mbp

s

>10 Mbps

Finding #2: One Point Access, Enjoy Cloud Services

ENTERTAINMENT CLOUD

UNIFIED ACCESS POINT

MULTIPLE DEVICES


More Smart Devices

Government & Public Cloud ServicesTechnology SavvyDriving Change in

Business

B2B B2C B2G

Big Data and User Profiling

“Always On”Personally Connected

“On Demand”

The lines between Industries are blurring

More Data ….. More Content &

Applications

CONNECTED WORLD

Socially Engaged

Finding #3: Everything will be connected


Telco operator - Service Bundle

Broadband, Mobile, IPTV & TV Everywhere

CE Vendor - User Experience

Multi-screen collaboration, Cloud/Terminal cooperation

MSO/Satellite Operator - Service Bundle

VOD, TV Everywhere Hybrid(DVB+OTT), extend coverage

CDN

OTT SP - Cloud service

Public Internet

Finding #4: Fierce Competition between the 4 kinds of Video Players


Our Vision: An Unified, Open Platform is the future

Video PaaS

Smart Home

Hybrid Video

• Multi-network, multi-video format for IPTV and OTT

• DLNA based home network

• Open platform for TV VAS

A leading hybrid video solution supporting seamless interconnection in a home network.

An open service deployment platform for 3rd party video applications.

• A PaaS platform with GUI tool supporting 3rd party Video Service

• Creative user experience based on NLP(Nature Language Processing) and Internet Convergence

• Enhanced home network supporting M2M

A carrier’s smart home platform to mashup vertical home services for an unified experience.• A open platform for the integration of 3rd party home service

• Seamless sharing and control across the home network and Internet

Unified Openness Convergence Interconnection Innovation






Why: OTT means widen Coverage, more RevenueAdaptive to All Network Environment

Attract user form other operator

Expend Video from TV to Multi-Screen

Integrate More VAS to enhance Stickiness

InternetIP Video Platform

IP Network

OLT HG

DSLAMONUHttp streaming

IP Video Platform

IP Network

OLT HG

DSLAMONUIPTVRTSP2M/8M

OTTAdaptive Streaming300K/500K/1M/1.5M

IPTV STBiPad

iPhoneIPTV STB

IP Video Platform

IP Network

HG

DSLAMOTTAdaptive Streaming300K/500K/1M/1.5M

PC iPadiPhone

IP Video Platform

IP Network

HG

DSLAMOTTAdaptive Streaming300K/500K/1M/1.5M

PC iPadiPhone

HG

DSLAM

PC iPadiPhone

IP NetworkIPTV

Runs on high way

Now

OTT adaptive to all road environment


Video’s Consumption Habits, OTT increasing dramaticallyPeople likes watching video on any devices

OTT-TV viewers overtake digital cable-TV in 2014

Source: Informa, Western Europe, TV viewers by type, 2011-2015


Case 1: OTT & Multi-Screen to Increase Revenue

Source: AT&T Quarterly Earnings — 2Q 2014

2006

2012

2010

Started IPTV service

Multi-screen Experience

Triple Play: Voice+Data+TV

Achievements

25% UP U-verse revenue increased 25% YoY

190,000 190,000 U-verse TV adds quarterly

97% Bundled 97% video users subscribe bundle service

$170+ Triple Play bundle have ARPU of >$170

Loyalty significantly strong than standalone services

AT&T to increase ARPU and reduce churn ratio with U-verse OTT strategy


Case 2: Magyar Telekom OTT to Increase ARPU

Live TV

VOD over HTTP

Streaming

Internet

• Challenge of Magyar TelekomKeep customer base in the tight competitionHard to increase the ARPUNo Multi-screen solution

• SolutionDVB+OTT Unified Platform, Smoothly Evolution HTTP streaming over internet, no requirement for network

• BenefitsOTT Multi-Screen increase ARPU 9.5% , reduce churn ration 20%

Magyar Telekom leverage content value via multi-screen to increase ARPU


Case3: TM OTT to Increase Subscriber Coverage

Video Anywhere, Any Device , expand service to low broadband user via OTT Technology

Headend (ATEME)

BOSS (NOVA)

NMS3rd Part VAS Server

IPTV Edge Node * 4

VM CA

OTT Edge Node * 1

Irdeto CA

IPTV STB

Home Gatewa

yHome

Gateway

OTT STB

Browser plug-in on PC

iPad/iphone

Andriod Phone/P

ad

Unified platform

FTTX(IPTV)

ADSL(OTT)

• Challenge of TMOver 3M ADSL subscriber has only average 1.5-2Mbps bandwidth, NOT able to provide IPTV

• SolutionAn Unified Platform to provide TV service over ADSL(internet) network through OTT (HTTP adaptive streaming)

• BenefitsProvide TV service through OTT technology to cover more subscribers, increase 500K subs in two year


Case 4: OTT Cooperation to Boost FTTX growth

720P

1080P

4K

Time

Video

Pay for Broadband

and HD content

RevenueSharing

Operator 3rd Party OTT

4M8M

100M

Time

Bandwidth

20M

Revenue Sharing or Access Fees

HD/Ultra-HD Content, bandwidth requirement

more than 5MbPS

Upgrade bandwidth plan

Subscriber

■ Boost FTTX penetration from 3% to 15%(>50Mbps)

1. Increase revenue

2. Improve branding

3. Extend user base

Increased ARPU

Improved Service

Experience

Tianjin Unicom boost high speed internet subs and user stickiness via OTT corporation strategy






Unified platform: IPTV+ DVB-C+ OTT/Multi-screenunified platform to cover multiple network and building openness

Tablet Connect TV PCHybrid STBMobile

OTT STB

IPTV STB

Internet Managed Network

Cable Network

Content aggregation Social TVInternet ApplicationMore Content Sources

Cloud platforms OTT aggregation Social networking

Convergent Technologies Unified CDN MEPG-DASH supported Hybrid coverage

Connect Open APIs Terminal middleware Multi-screen apps with

Air sharing

http://www.sonystyle.com/is-bin/INTERSHOP.enfinity/eCS/Store/en/-/USD/SY_DisplayProductInformation-Start;sid=KM9MGfhrHh1MGcZyN1BGErd7TWhW2eEjLS4=?CatalogCategoryID=JvkKC0.N9j0AAADyh4s8lSwT&ProductID=LCsKC0.NkyUAAADyUtc8lSwe&Dept=tv&Boutique=wega


































Unified platform: Bring new video service conceptCreating more ways to watch and monetize video

Social TV connect the social network

TV is not only used for ‘watching’

IPTV

Hybrid video (IP + DVB + OTT/Multiscreen)

…

Personalized TV with intelligent recommend platformMulti-screen OTT video to easy find more content

Entertainment TV with abundant TV application

Cable TV



Unified CDN: Delivering IPTV&OTT service, B2B CDN, OTT CacheBuilding flexible business model and reduce the TCO,

IPTV

Cable TV

Studio Content

OTT Internet

TV

Multi-screen

Huawei unified CDN highlight

Unified CDN: one server supporting both IPTV and OTT including HLS/HSS, and MPEG-DASHHigh performance: up to support 30G throughputLower OPEX: • Green and impact design, reduce

up to 70% power consumption• Remotely install and maintenanceMonetizing Flexible:• B2C -> B2B2C -> B2B -> CP/SP Rank


User experience: professional UI design

Professional UI design: continuously innovative iFeel UI

iFeel UI

HTML5Professional UCD team:

50+ professional UCD engineers in EU and HeadquarterOpen API/SDK for 3rd party development


H.265: High definition with half bandwidth

• Follow the video standard is beneficial for industry chain integration.

• H.265 compression ratio is double of H.264.

H.261

1992

1996

2000

2004

2013

ITU-TITU-T&ISO/IEC

ISO/IEC

MPEG2/

H.261

H.263 H.263+ H.263++

H.264MPEG

1 MPEG4

H.265

Zapping time is less than 0.7s

User Experience – Redefine the Video Experience

Huawei media server: high performance, impact and green

StreamXP 5200 : Huawei High speed Streaming Server• Up to 20G/12 IPTV/OTT streaming output• Up to 22.5TB storage

Fully support MEPG-DASH

Media ControlRTSP

HLS

HSS

DASH

TS

MP4

Media Session

Media Instance

Traditional TV

2-3s

~1s

~0.7s

Common FCC

Huawei FCC


User experience: Pre-integrated with industry terminals

IOS devices• Iphone• iPad

Windows PC• IE• Firefox• Chrome

Android devices• Android phone• Android pad

Connected TV• LG• Samsung• TCL

Others• MAC• Blackberry*• XBOX*

* Under roadmap


User experience: Enrich Content through Automatic Content Search Engine

PC

xPad Smart Phone

Home Network

STB

Huawei OTT content search EngineInternet

Data Crawler

Data Cleaning

Metadata Aggregatio

nMetadata Storage

open API to get the content from internet

Huawei hybrid video platformUnified

Management

MEM / EPG

Value to operators

• New engagement business model with OTT player

• Attract customer via free internet content

• Attract customer via internet comments


Easy to bind several SNS account simultaneously, and provide unified user experience for all.

Supporting social-based recommendation

Periodical notification of friends’ TV activities

Key scenarios: user can share/comment/like

a program, can read comments/ friend activities related with a program.

can follow a genre or staff related with program contents.

Being connected and personalized while watching the TV

TV Solution Components

UMS

TV MEM

EPG Portal

Social TV Enabler

SNS GW

SNS CoreSocial TV

Portal Service

Publish ContentCreate account

Share/CommentLike/Friend ListFriend Feeds

Social Recommendation

User experience: convergent social experience


User experience: e-Shopping and online payment

Payment

gateway

Voucher

management

system

TV VAS manage

ment system

Voucher Management

Online payment

3rd party e-shopping

Online payment: Pre-integrate with 3rd party

online payment, i.e. Paypal and operator’s billing system

Voucher management system:

creates voucher, defines discount.

creates promotion code distribution rules, e.g., specific content or product

When user subscribes content or product, system finds the matching promotion code and provide it to the user

TV will be acting as a shopping mall

Operator’s billing system


Different Advertisement style to meets different telco business development requirement

Cooperation with different AD provider for different user group

Video Ad

EPG Ad

Banner Text adv Overlay Ad

Pre-Roll ad Mid-Roll ad Post-Roll ad Event ad

(Pause, FF,RW)

Basic Advertise

ment

Premium Advertiseme

nt

Home TV users TV Anywhere users eMBMS users

Revenue generating: Advertisement


APP Resource Pool

SD Linux STB

Smart STB

HD Linux STB

Open API

Linux AppsVideo Game

Education

Life style

Android AppsVideoGame

Education

Life style

Local Apps

International Apps

67

400

5000

67 Apps : 28 Games; 22 Education; 16 Lifestyle; 1 Music

400 new Applications by end 2013

5000 New Education Apps under negotiation

Recently Launched for Tianjin Unicom IPTV & OTT Subs

Value to the customer:• Leverage the customer base to

generate revenue

• Hosting platform fast TTM

• Open API to create ecosystem

Content/application hosting platform

Revenue generating: TV Value-added service


Revenue generating: Platform as Service

BOSS

Operation Engineer

Maintenance Engineer

Platform Owner’s User

digital home Platfor

m

Platform Owner

Tenant B’s User

Tenant B’s IP

Network

Tenant A’s User

Content BOSS

Operation Engineer

Tenant A

Content

BOSS

Operation Engineer

Tenant B

Maintenance Engineer

Content

Platform Owner’s IP Network

• Unified Platform for multiple operators

• Virtual and independent operation environment for each tenant (User, Content, Product, Billing and Report)

• Multi-lingual, multi-currency, & multi-time zone support

• Multi-layered EMS for each tenant to control their own edge sites

Key Features


Revenue generating: bundling with Telco service

Cloud photo album on TV

IM ApplicationPresence

Group

Message

SNS GW

SNS Core

Portal

Social TV Platform

Huawei XMPP Server

CAB(Convergent

Address Book)

Apple

APNS

Google GCM

Push Message System

TVMS

(TV Message system)

Instant message

TV MessageSystem

MessageSocial

Message…

Convergence with cloud, message and IMS

Instant Message on TV Video Call on TV

IP Network

IMS core


Openness: Creating an ecosystem based on open API

1 2 3

Huawei hybrid video platform

Content ingestion

APIEPG API SSO API

STB Vendor

Application Vendor

Huawei STB middleware

… …

STB API

4

4 types of open APIs Industry proven open platform

• Rank as No.1 in China telecom IPTV group interoperability and performance testing

• Industry proven integrated system

Headend STBCAS

SN Year Rank

1 2012 1

2 2011 1

3 2010 1

http://www.stockstar.com/


Openness: Extensive and comprehensive partner ecosystem

BSS/OSS

MSSHeadend

CA/DRM

CDN Center POP

STBIP

networkMiddleware

14+BOSS

Integration practice

8+Headen

d partner

5+IP network integration

practice

10+Terminal partner

300+Content partner

6+CA

partner

… …

Content and APP

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Operation efficiency: Huawei SQM enabling best user experience

7*24 Service Quality Monitoring and Improvement

UserVisible

• One time fault isolation ratio improve from 10% to 95%

• Reduce customer complaints by average 8%

• Mass incidents reduce 80%

• improve content launching test over 400%

• Quick fault isolation: from average 7 hours to 1 hours

• Multi-dimensional quality analysis : By Region/Channel/Media server/protocol

ContentVisible

NetworkVisible

Service Quality Management

Service Quality System Definition Service Quality Real-time Monitoring

Problem Boundary Location VIP Experience Care

Service Quality Report & Trend AnalysisService Quality Improvement STB Center HMS DSLAM/OLT

BRAS

MQMC

IP Core Metro

Edge HMS

External probe

HMS built-in probe STB built-in probe

Emulation robot

PCF、 TMC、 ACS

TR069


Huawei Global Footprints on IP Video Solution

EU (4)

Hungary

MT DVB-S+OTT, 200K subs

Bulgaria Vivacom IPTV, 100K subs

Turkey Turkcell IPTV+OTT, 3M subs

Greece Forthnet OTT, 50K subs

Africa (3)

Morocco Maroc Telecom

IPTV, 150K subs

Congo Delta DTT, 50K subs

Namibia NBC DTT, 200K subs

ME(5)

UAE ET IPTV, 650K subs

Saudi Arabia

STC DVB-S + IPTV+OTT, 200K subs

Qatar QTEL IPTV, 100K subs

Saudi Arabia

Mobily

IPTV, 100K subs

Pakistan PTCL IPTV, 100K subs

China (33)

China Telecom

Guangdong, Zhejiang and etc

IPTV, 14M subs

China Unicom

Beijing, Liaoning and etc.

IPTV, 1M subs

China Cable

Chongqing DVB-S+IP, 1.3M subs

……Asia Pacific (2)

Malaysia TM IPTV, 560K subs

Vietnam Viettel

IPTV, 80K subs

70+ commercial deployments; Unified TV of IPTV, OTT, multi-screen, hybrid DVB-S and DVB-C, Connected TVs. More than 40 million subs of installed capacity by the end of Dec, 2015

Latin America(3)

Columbia ETB IPTV, 100K subs

17 countries

AM CDN

Ecuador CNT 10K subs

HISILICON SEMICONDUCTORHUAWEI TECHNOLOGIES CO., LTD. Page 34Page 34HUAWEI TECHNOLOGIES CO., LTD.

No.1 of IP STB market share

Huawei’s Unified TV Solution leading NO.1 in the incremental market

Source: infonectics 2013.3

23% of global IP STB market

No.1 of VoD market share

50+ deployments of 25M sub base by

Oct 2013

Source: infonectics 2013.7

>35% of global VoD market


Summary: Huawei being your best video partner in full service life cycle

Full life-cycle Support

1. Unified flexible platformThe foundation enabling to address evolving market and new ecosystem for multimedia service delivery meeting business requirements

3. Advanced services to enhance revenue growthCloud service for hosting content and applications with an open platform facilitating apps/TV VAS development by 3rd party on a revenue share business model and ease of use through concept of “iphone on the wall”.

Unified Video PlatformLower investment & operating costs for Hybrid TV & Multi-screen services

2. Close partner to achieve rapid Customer growthConsultancy and Managed services to enhance effectiveness of service promotion, provisioning, and assurance to achieve scale quickly with fast customer growth

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