Novosti u Cisco Video portfoliu Marko Vukadinović System Engineer [email protected] 16. Jun 2011.

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

Cisco Public

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Cisco Videoscape

Ponašanje korisnika

Broadcaster-i i Media

CE/Over The Top

Service Provider

Video = 91% korisničkog IP saobraćaja do 2014

20%

Nova platforma za distribuciju & interaktvini sadržaj – Sky Sport TV na iPad-u / RTL na iPhone-u & iPad-u

Multi-screen ponuda postaje osnovna ponuda Prepoznavanje brand-a

Netflix = 20% US downstream internet saobraćaja u peak-u

Novi poslovni modeli – Hulu prihod za 2009: $100M Prihod za 1vu polovinu 2010: $100M

Izgradnja ekosistema za aplikacije i sadržaj

Povećava se odlazak korisnika i cena njhovog zadržavanja

Online Video Snacking 11.4 sati mesečno

Hybrid Broadcast Broadband TV: HbbTV

Novi pretplatni streaming servisi

Partnerstva i vertikalne intergracije

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

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Online sadržaj na TV/STB

Multi-screen TV ugođaj

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

Intuitivni jedinstveni sistem za navigaciju za sve sadržaje

Web 2.0 na TV/STB

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Cloud

Mreža

Klijent

Cisco Videoscape Videoscape Media Suite

Videoscape AVSM Module

Cisco Media Processor i Transcode Manager Solutions

Mobile Video Gateway

Content Adaptation Engine

Cisco Nexus familija Cisco UCS familija

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

Videoscape Media Gateway-i Videoscape IP STB Videoscape soft klijenti

Mobile CDN

Cisco CRS & ASR familija Cisco CDS familija

Cisco Cius, mobilni klijenti Cisco IP STB-ovi & Gateway-i

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Videoscape servisi

Provider sistemi Subscriber Mgmt

TV Prograni

Billing

On-Demand

Cloud DVR

Cross Screen

Companion

…

Legacy RF STB

Store Front Legacy IPTV STB

Entitlement

Content Distribution

Virtual STB (Cloud UI)

Publisher Workflow kontrola

Service / Proximity Routing Kontrolisani VOD

OTA/Sat/Network

Videoscape Dom

…

EPG/Catalog

Media Suite Unified CMS

Over-the-top VOD

Live / Linear

Media Acquisition IP Video kompresija

AS Series Media Processor-i

Cisco Transcode Manager

Virtual Origin servisi

Linear TV

Encapsulator / ABR Packager

CDN segment (Data Centar)

CDS Content Acquirer

Nepoznato

Izveštaji & Analize

Napredni Advertising

Manager upozorenja

CDS Cache ASR5K Mobile Video GW

Mobile Content Adaptation Engine

Conductor

CDN segment (Core / Aggr Routing)

Manager sesija

Edge Routing & Caching segment

Media GW

CDS Streamer

ASR9K (Video Service Module)

Preporuke

Manager konekcija

Cable, xDSL, FTTH, 4G

Manager ureĎaja

Videoscape IP STB Connected TV, PC & Tablet Soft Client

U pokretu 3G/4G & WiFi

Notebook & Tablet Soft klijent Smartphone/ Tablet Soft klijent

Društvene mreže

Klijentske tehnologije

End to End System Management © 2010 Cisco and/or its affiliates. All rights reserved.

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Videoscape Media Suite pregled proizvoda

Carrier grade “cloud” platforma • Upravljanje, objavljivanje i monetizacija raznih tipova sadržaja • Uključuje CMS, offer management, multi-screen entitlement, publisher, klijente

• Za različite ekrane: TV, PC, tableti, mobilni ureĎaji

Proveren : 4 od top 5 severno američkih telekoma, 2 od top 5 studija

Jedinstveni izgled za različite tipove sadržaja na različitim ureĎajima i mrežama Ciljano pravljen proizvod za SP i Media kompanije za:

Ubrzanje

Razlikovanje

Prelazak na multi-screen IP Video ponudu

U odnosu na konkurenciju i OTT

Fleksibilan, JumpStart Tool Kit na raspolaganju, preintegrisan

npr. Multi-screen Multi-content Entitlement Virtual DVD

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

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

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CMS

Entitlement

Publisher

Player-i I Widget-i

API/Web servisi OSS/BSS

Content Management • Različiti formati za sadržaj • Sofisticirano kreiranje bundle-ova sadržaja • Prilagodljiv metadata model

• Metadata normalizacija • Proširiv workflow

Entitlement

Client Technologies

• Kreiranje Product/Offer pravila

• Agregacija feed-ova & harmonizacija

• Player Framework i Widget-i

• Pretplata, rentiranje, ponuda bazirana na reklamama…

• Multipoint publishing kataloga

• Streaming & Download

• Konfigurabilne entitlement provere pre autorizacije

• Objavljivanje playlist-a

• Transcoding i enkripcija

• Multi-DRM framework

• Isporuka na CDN

• Customer Care funkcionalnost

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

Publishing

• Konfiguracija kategorija • Search i Rating

• Dobijanje DRM licenci • Upravljanje bibliotekom • Integracija sa Ad mrežama

• Merenje i izveštaji

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Media Processor familija

Pregled proizvoda

• Univerzum korisničkih ureĎaja koji se

konstantno širi • Kvalitet ugoĎaja krajnjeg korisnika • Monetizacija • Zaštita

• Pouzdanost i robustnost sistema

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

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• HD video za bilo koji ureĎaj, bilo gde, preko bilo

koje IP mreže • Jedno rešenje za adresiranje “N” ekrana • Adaptive Bit Rate (ABR) omogućava kvalitet

ugoĎaja krajnjeg korisnika • Istorijat prvih implementacija u industriji • Strateška partnerstva za ključnim tehnološkim

partnerima

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

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Cisco’s Media Processor familija

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

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Management konzola

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

• • • • •

Generisanje ABR Očuvanje visokog kvaliteta videa Sinhronizacija stream-ova Dodavanje metadata Multi-format enkapsulacija

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Live Video izvor

Adaptive Transport Stream-ovi Stream 1 1280x720 3000 Kbps Stream 2 960x540 2400 Kbps Stream 3 848x480 1800 Kbps Stream 4 848x480 1200 Kbps Stream 5 702x400 800 Kbps Stream 6 512x288 500 Kbps Stream 7 400x224 200 Kbps Stream 8 400x224 110 Kbps

AS Series Media Processor © 2010 Cisco and/or its affiliates. All rights reserved.

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AS Series Media Processor

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

Streaming Media Server

Krajnji korisnik

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Raspoloživi kapaciteti mreže

0s

2s

4s

6s

8s

10s

12s

14s

16s

3M 2.5M 2M 1.5M 1.2M 800k 600k 400k

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

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Adaptive Transport Stream-ovi

Video izvor Enkodovanje

Stream 1 Stream 2 Stream 3 Stream 4 Stream 5 Stream 6 Stream 7 Stream 8

Fragmenter/ Enkapsulator

Stream 1 Stream 2 Stream 3 Stream 4 Stream 5 Stream 6 Stream 7 Stream 8

Stream 1 Stream 2 Stream 3 Stream 4 Stream 5 Stream 6 Stream 7 Stream 8

Stream 3 Stream 4 Stream 5 Stream 6 Stream 7 Stream 8

Stream 1 Stream 2 Stream 3 Stream 4 Stream 5 Stream 6 Stream 7 Stream 8

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

1280x720 960x540 848x480 848x480 702x400 512x288 400x224 400x224

3000 Kbps 2400 Kbps 1800 Kbps 1200 Kbps 800 Kbps 500 Kbps 200 Kbps 110 Kbps

Stream 1

MPEG2 TS arhiva

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SDI

MPEG2 TS

D9036 Broadcast encoder

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

STB

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SDI

MPEG2 TS

STB

D9036 Broadcast encoder

Smooth

Flash

ASI MPEG2 TS

AS Series Media Processor

ATSC DVB

iPhone

DCM

Ciscovo rešenje se prirodno nadovezuje na postojeće arhitekture © 2010 Cisco and/or its affiliates. All rights reserved.

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Media Server

Opis: • 8 izlaznih stream-ova se balansiraju sa vremenskom, GOP i frame sinhronizacijom

Prednosti: 1. Veći broj stream-ova 2. Omogućava se veća pouzdanost 22

Copyright © 2010 Inlet Technologies. All Rights Reserved

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

22

Ugao kamere 1

HD izvor Ugao kamere 2 SD izvor Ugao kamere 3 SD izvor Ugao kamere 4 SD izvor Ugao kamere 5 SD izvor Timecode Backup Encoder

23 © 2010 Cisco and/or its affiliates. All rights reserved.

Copyright © 2010 Inlet Technologies. All Rights Reserved

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

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Playready Platforma

Playready enkriptiovani media stream

Live Video

1. 2. 3. 4. 5. 6.

AS Series Media Processor

Windows IIS Server

Playready enkriptovani media stream

Korisnički PC

Media Processor kreira web service upit prema Playready platformi Playready platforma odgovara sa informacijama uključujući i ključ Media Processor enkoduje i enkriptuje stream i šalje ga na IIS server zajedno sa Playready header-om IIS server šalje stream krajnjem korisniku zajedno sa Playready header-om Player krajnjeg korisnika čita Playready header i šalje upit Playready platformi Playready platforma proverava prava korisnika za pristup šalje ključ za dekriptovanje

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

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Današnji modeli monetizacije

Broadcast feed sa reklamom

Tradicionalna broadcast distribucija (kablovska, satelitska, radio talasi)

AS Series Media Processor

OTT na STB sa ad kampanjom

OTT na Desktop sa ad kampanjom

IP isporuka ABR enkodovani feed sa novim ad markerima

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

OTT na Mobilni sa ad kampanjom

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Ad Server

MPEG 2TS w/ SCTE 35 Cue porukom

1

4 Marker

5

2

1. 2. 3. 4. 5.

Prepoznavanje reklame Izbacivanje reklame 3 Ubacvianje slate-a Ubacvianje prilagodjenog slate-a Markiranje reklamnog trenutka Ubacivanje nove reklame

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

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Cisco Transcode Manager

Pregled proizvoda

• Video predstavlja 40 procenata Web saobraćaja danas. • VoD saobraćaj će se udvostručavati svake dve i po godine do 2014. • Očekuje se da video bude 64 procenata mobilnog data saobraćaja u 2013. Video isporuka će rasti u okviru svih metoda distribucije. © 2010 Cisco and/or its affiliates. All rights reserved.

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• Rentiranje diskova u

radnjama palo je za 10 procenata u 2009 na $5.1milij. • Dodatni pad od $4.6milij. je

očekivan do 2014. 8 Prihodi u milijardama

6 4 2 0

Rentals Online 2008

• Kablovski Video-on-Demand (VoD) prihod je dostigao $1.2 milijarde u 2009, što je povećanje od 20 procenata u odnosu na prethodnu godinu. • Očekuje se rast premium video download i streaming segmenata sa $2.3milij. na$6.3milij. Za pet godina.

2014

Prihodi u radnjama opadaju; premium Video-on-Demand prihodi se povećavaju © 2010 Cisco and/or its affiliates. All rights reserved.

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Transcode Manager je automatizovani način za povećanje prihoda kroz servis isporuke sadržaja na bilo koji uređaj File-based transcoding platforma Skalabilno softversko rešenje za distribuirano enkodovanje Visoki nivo automatizacije, mali broj touch instanci, end-to-end (E2E)

Podrška za popularne ulazne i izlazne formate, uključujući i H.264/AVC I Adaptive Bitrate (ABR)

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

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Klijent

Server čvor

Analysis čvor Encoding čvor

Post-Encode čvor

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

Grafički korisnički interfejs (GUI) Transcode Manager-a. Sve funkcije klijenta se mogu kontrolisati kroz API.

Mozak Transcode Manager-a – procesiranje svih naloga, monitoring watch folder-a i čvorova, čuvanje template-a i logovanje dogaĎaja na sistemu.

Motori Transcode Manager-a – izvršavanje svih zadataka, kao što su analiza, enkodovanje, prvera kvaliteta i isporuka, koje zatraži Server kako bi se kompletirao odreĎeni zadatak (Work Order). Čvorovi mogu biti konfigurisani kao Analysis, Encoding, i/ili Post-Encode.

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Klijent API nivo

Server Analysis • OdreĎivanje izvora • Omogućavanje auto-routing-a

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

Encode • Distribuirani i Multi-thread • ABR transkodovanje

Post-Encode • Provera kvaliteta • ABR Generisanje • Pakovanje & Isporuka

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Decision Logic Example

• Work Order definiše workflow, dodeljuje raličite template-e i generiše Adaptive Bitrate (ABR) fajlove. • Elementi su povezani sa logikom odlučivanja za automatizaciju procesa. © 2010 Cisco and/or its affiliates. All rights reserved.

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Integrated Service Module

Pregled proizvoda

ASR 9000 in Videoscape Architecture

Optimizovan za fiksne i mobilne mreže

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

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Skalabilnost i performanse Superiorni Multicast sistem dizajn, multi-dimenzionalna skalabilnost Hi-Def & DVR

VoD & interaktivna TV

Uvek - ON IOS-XR pouzdanost, MoFRR, Live-Live

Quality of Experience Video Monitoring, VAMS Veoma skalabilni QoS Optimizovana isporuka CDS VOD i Internet Streaming, Caching, Fixed-Mobile konvergencija

ASR 9000 Medianet Edge Router IPTV

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

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ASR 9000 Video Optimized Fleksiblan, pouzdan, upravljiv

Transport

Video distribucija, IPTV, Cable

IP PIM

Contribution

P2MP MPLS-TE

Enterprise, Wholesale

Sub second

mLDP L3/L2 VPN

IOS-XR IGP i PIM Fast Convergence

< 500ms

ISIS/OSPF prefix prioritizacija MSE

P

~50ms

Flow base MoFRR 0 Loss

P

Live-Live MRV 0%

Convergence Time

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

DCM

MRV -10% PoP

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Cisco Content Delivery Systems Objavljeni sadržaj

Programming

Internet sadržaj

Prihavata sadržaj u različitim formatima sa raznih izvora Live i On-Demand Content Library / Acquirer niz

Nezavisno skaliranje Content Delivery funkcionalnosti – adaptiranje na bilo koju mrežnu topologiju

Service Router

Veoma malo kašnjenje propagacije OnDemand sadržaja i Real-Time aplikacija

Garantovanje non-stop dostupnosti servisa kroz napredne funkcionalnosti za pouzdanost

Caching čvorovi

Caching čvorovi

Centralizovani prijem i skladištenje

Skalabilan Caching nivo (CDN)

Optimizovani Edge Streaming

Streamer nizovi ASR9K ISM

Intelligentno rutiranje servisa za globalno rutiranje i za proširenje servisa Entertainment Servisi On-Net

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

Entertainment Servisi Off-Net

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CDS aplikacijski domen •Linux •Content Acquiring, Caching i Streaming •MPEG2 ,H.264 i drugi formati •Upravljanje korisnicima •Upravljanje aplikativnom redudansom •Cache Read/Write

IOS-XR Router domen •IOS-XR •Control Plane •Data Forwarding •L3, L2 •IRB •Hardware Management

Odvajanje aplikacijskog i IOS-XR nivoa omogućava veoma skalabilne i fleksibilne video servise © 2010 Cisco and/or its affiliates. All rights reserved.

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Podrška na ISM Content applications & management

MediaX RTI Control for Time-shift TV

Video Navigator

Cross Platform CDS Manager

VoD Catalog & Advanced Navigation

Content Acquisition, Ingest, Cache, & Storage

Content Library Live & On-demand Multi-protocol Content Ingest and Storage

Caching Node

Content Acquirer* Live and On-demand Internet Content Acquisition

Dedicated, massively scalable, multi-protocol Caches

TV Streamer

Content Edge Cache & Streaming

Intelligent Service Routing

Advanced on-demand & scheduled MPEG streaming

VQE Client & Server

Multi-protocol Internet Content Download & Streaming to PC & mobile

IPTV & VoD Error Repair & Rapid Channel Change

Service Router

NPS Proximity Engine

Location Control & Load Balancing Services & n-Screen Extensions

Network proximity services and API

* On ISM for CDS-IS only

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

Internet Streamer

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ASR9K and ISM – Optimized Steaming Edge Objavljeni sadržaj

Programming

Internet sadržaj

ASR9K Distribution nivo • veoma skalabilni transport

ASR9K

Content Library / Acquirer nizovi

• visok nivo redudanse ASR9K Streaming edge

• 1-2 ISM po sistemu,

Caching čvorovi

Caching čvorovi ASR9K

Service Router

•40-80G po slotu • Redudansa Intra i Interchassis

Streamer nizovi ASR9K ISM

• Iskorišćenje postojećih raspoloživih slotova u ruteru • Optimizacija korišćenja bandwidth-a na distribution / core nivoima

Entertainment Servisi On-Net

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

Entertainment Servisi Off-Net

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Cisco Mobile Optimized Video Expirience

Distributed

Diameter

AAA and PCRF

RADIUS

RAN MWR

ASR 9000

Video and Net Adapt Policy Enforcement Mobile Video Gateway 1 (MVG)

Distributed

Central

Local Cache

Central OTT Internet

CDS Manager

Internet Offload Service Router

Distributed

RAN MWR

ASR 9000

Video and Net Adapt Policy Enforcement Mobile Video Gateway 2 (MVG)

Local Cache

Library Cache

Content Delivery Network (CDS)

Content Adaptation Engine (CAE)

Walled Garden

VoD

Broadcast

Cisco UCS Transcoding Cisco CDS Offline Transrating Catalog Distribution Catalog Mgt Content Pre-Position

Cisco® ASR 5000 Video Edge Functions Policy Assignment © 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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Distributed

RAN MWR

ASR 9000

Video and Net Adapt Policy Enforcement Mobile Video Gateway 1 (MVG)

Internet Offload Distributed

RAN MWR

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

ASR 9000

Diameter

• Video Pacing – smanjenje AAA and PCRF količine video download-a koji se ne RADIUS gledaju

• TCP Optimizacija – dinamičko prilagođenje TCP parametera za smanjenje kašnjenja i povećanje protoka • Video Traffic Steering (DPI) – Slanje samo video saobraćaja u video segment arhitekture za smanjenje opterećenja tog segmenta • Online Transrating – Smanjenje potrebnog video bandwidth-a u relanom vremenu uklanjanjem frame-ova

Video and Net Adapt

Mobile Video Gateway 2 (MVG)

• Profile Mgt (policy) – Izbor optimalnog video sadržaja zasnovan na korisničkom uređaju, polisi i mreži

Cisco® ASR5K Video Edge Functions Policy Assignment

• HTTP Proxy – Upravljanje redirekcijom za pružanje optimalnog video sadržaja

Policy Enforcement

Cisco Public

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• Bulk Transcoding – Izbor video codec-a prilagođenog mobilnom uređaju

RAN MWR

ASR 9000

Internet Offload

• Bulk Transrating – Smanjenje video protoka korišćenjem decoding i re-encoding procesa • Transwrapping – Promena tipa video file-a za prilagođenje formata podrćanog na mobilnom uređaju • Catalog Management – Isporuka optimalne verzije videa prema uređaju, korisničkoj polisi i mreži

RAN MWR

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

ASR 9000

• Video Streaming priprema – Segmenteranje sadržaja za Adaptive Bit Rate Streaming

AAA and PCRF

Central OTT Internet

Content Adaptation Engine (CAE)

Walled Garden

VoD

Broadcast

Cisco UCS Transcoding Offline Transrating Catalog Mgt

Cisco Public

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AAA and PCRF • Centralni Caching – Skladištenje svog Instrumented trankodovanog sadržaja kako biRAN se izbeglo ponovno MWR transkodovanje ASR 9000 • Distribuirani Caching – Pomeranje transkodovanog sadržaja bliže korisniku

Distributed

Local Cache CDS Manager

• Distribucija kataloga – Internet Offload optimalne verzije Isporuka videa zanosnovano na uređaju, korisničkoj polisi i mreži

Service Router

• Postavljanje sadržaja –

Instrumented pomeranje transkodovanog sadržaja RAN na optimalnu

Central

Local Cache

Library Cache

Content Delivery Network (CDS)

MWR lokaciju ASR 9000

• Video Streaming – Podrška za Adaptive Bit Rate Streaming

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

Cisco CDS Catalog Distribution Content Pre-Position

Cisco Public

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Upravljanje sadržajem i monetizacija Upravljanje sadržajem

Objavljivanje sadržaja

Kreiranje ponuda

Licenciranje sadržaja

Monetizacija sadržaja

Cable

xDSL

Content Delivery System VVV VV VVV VVV VV VVV

Fiber

FC

Mobile

Video Data Center NGN Edge

Izvori sadržaja

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

IP / NGN

Prijem sadržaja, adaptacija i distribucija

Korišćenje sadržaja

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Thank you.