day 1-t5-1720 procaccioli-20120523

Key success factors for

Video over LTE

Emanuele Procaccioli

Barcelona, April 2012

Copyright © 2012 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Copyright © 2012 Accenture All rights reserved. 2

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Mobile Video

is skyrocketing

all over the

world Video streaming as the killer application

for LTE!

53% Of all mobile

data traffic in

2011 was

generated by

video Source: Cisco Visual Networking Index 2011

0

2

4

6

8

10

12

2011 2012 2013 2014 2015 2016

Thousands

M2M

Gaming

VoIP

Video

File sharing

Data

CAGR 2011-2016: 90%


Can LTE paint a bright

future for Video

monetization problem?


Network evolution is

mandatory for Telcos to

reduce revenues

cannibalization by OTT and

third party service providers

Avoid Core and

Transport layers

bottle-necks

Seizing the new

revenue

opportunities…

Optimize video

streams

Optimize content

availability


Seizing the new

revenue

opportunities.…


Mobile Content Delivery Networks will be a key part of the solution

Operators need to be able to manage revenue-generating “premium video services” differently from OTT video services such as YouTube, optimising the experience of the former and managing the cost of delivering the latter.

Operator

Needs

• LTE deployment gives

operators the opportunity to

meet this demand,

developing specific

infrastructures that allow

“free” and “premium” video

to be differentiated

• Mobile CDN adoption

reduces operating cost,

such as backbone cost, core

network cost, and utility cost

for operators

• Enable to seize new

business models for

revenue creation.

Traffic redirection to optimal sites.

Caching and acceleration to speed up

delivery of content.

Media optimization, for transcoding sessions

to suit the devices and the network.

Guaranteed service performance to

reduce cross-service churn.


Accenture Mobile Content Delivery Network view

Accenture’s view on the optimization of Mobile Broadband Video is focused on

Network initiatives on Access and Core Layers.

Client based approaches, due to the complexity of deploying and supporting them across multiple operating systems and devices, can prove highly challenging for operators.

RAN optimisation

• Backhauling off-load

• Real-time format/protocol adaptation

Core optimisation

• Caching and pre-load optimisation

• Content Rating

Accenture

Mobile CND

Strategy


Avoid Core and

Transport layers

bottle-necks


VST

Radio will not limit capacity. LTE will offer, especially in the initial

roll-out, plenty of bandwidth available in the radio interface

Transport and Core networks may become the real bottle-neck for customers’

experienced quality thus requiring to actively storing video content near the

delivery Edge

• The massive deployment of

Radio elements will push Core

and Transport networks to the

limits

• The main challenge will be the

ability to manage traffic and its

prioritization in backhauling and

transport networks, avoiding

bottlenecks and network

overloads.

• On mobile networks,

prioritization of conversational

and streaming traffic might not

be enough to give users their

desired QoS.

• Operators will require to off-load

Video streams traffic from core

network elements.

Internet/

other Packet

networks

PG

W

IP

Network Gateway

HUB

SG

W

MM

E VMS

VSS

Mobile

CDN


Backhauling off-load

Streaming servers have to be deployed in a distribute architecture to be as-

close-as possible to the end users

• Streaming solution enables to

deploy the streaming

elements near to the end-

users (up to the e-nodeB)

• CDN Network topology could

be defined based on the

existing access layer

architecture, thus privileging

high-density areas.

• Accenture solution leverage

industry standards (e.g.

Hybrid-Iub, LTE LIPA-SIPTO

capabilities) in order to allow

interoperability and device

agnosticism.

Presence Data

Customer and Marketing DB

Utilisation

Real-Time

Presence

User Profiles and

Marketing Data

SDP BSS

Resource

Inventory

User Profile Geo

Location

Streaming Manager

Site clustering based on

Streaming Server

Network Topology Best

Streaming

Server

Load Balancing


Optimize video streams


Streaming architecture must be optimized for formats and protocols used on

mobile environment.

Optimized Streaming Server for Mobile

Audio/ Video/ HTML Formats, protocols and

profiles change fast and, more importantly vary from model to

model and from bitrate to bitrate (according to the

throughput available in the given moment)

In an ideal scenario, all these options will be

considered at the origin of the content chain.

However, going up in the content chain is

always complex, expensive and in

some cases impossible (e.g.

content syndication)

• Accenture Solution includes on-

the-fly conversion to adapt

contents as much as possible to

the flavor used by the device

model.

• Support all popular formats,

including adaptive bitrate

options suitable for highly

variable throughput networks.

• All is integrated in the Mobile

CDN design so that contents

can easily be pushed/ preloaded

to the device

• Accenture solution leverage

industry standards (e.g. codec

and protocols streaming

techniques) in order to allow

interoperability and device

agnosticism.


To guarantee best video fruition over different devices and network capabilities,

the architecture shall support adaptive streaming.

Adaptive streaming

• Use of HTTP Live

streaming is widely

supported by iOS

and Android Devices

• Use of device native

streaming avoiding

need of custom

device clients

• Streaming profiles

selection needs to

be tuned for best

mobile experience:

• frame sizes

• profile

bandwidth

selection

• use of “pure

audio” profile

• etc.

Quality Clustering

Streaming Server

Traffic Class

Policy DB

Policy Enforcement Decision

Low Quality

Average Quality

Best Quality

Premium Quality

Informations

Congestion Management

time Congestion Zone

Bit

Rate

time Congestion Zone B

it R

ate

Premium quality

Bit Rate Adaptation

Bitrate Ad.

Average Quality

Bitrate Ad.


Optimize content

availability


Accenture solution integrates native pull caching mechanism with a pushing logic

that promote popular contents on the edge server anticipating user requests for

an improved user experience and optimizing backhauling network load.

• Metadata manager collects metadata for

Live and On Demand contents including:

Content details (e.g. title, genre, category,

actors), Relationship with Content Items (e.g.

trailers, posters, extras) and editorial

contributions (e.g. content description,

category, new section management).

• Content Transcoding and Publishing

prioritize contents according their

categories (e.g. news first!) and transcode

contents optimizing bandwidth consumption by

adaptive streaming

• Distribute metadata end EPG to Multimedia

Application Servers (Streaming Manager and

Streaming Servers)

• Promote contents suggested by commercial/

marketing departments to anticipate user

requests

Pre Load Optimization

Content Delivery Manager

Streaming

Manager

Streaming

Server

User Data Content

Metatada


User information and content data are analyzed by an Accenture proprietary

algorithm allowing to identify contents that are likely to be requested by end user.

The rating policies can be configured to adapt rating engine to each deployment

and regional distinctive patterns.

Configuration

Manager

Rating

Engine

User Request

Aggregator

Publishing Request

Aggregator

Policy Enabler

• Aggregators collect, organize and indexes

user requests and content metadata

received by the Video Manger.

• Rating Engine processes collected data and

define contents eligible for pre-loading

• Policy Enabler enforces pre-loading actions

depending on streaming server technologies

• Configuration Manager defines rating engine

parameters and allows to collect user inputs

such as preferred content list

Content Rating Engine


Why Accenture


Accenture: The strategies, technologies and platforms to achieve High Performance.

Accenture is a leading provider of advanced business and

technology solutions, as well as outsourcing services, for the

media and entertainment, communications, electronics and high-

tech industries.

We have an extensive history of developing innovative and

interactive applications on top of broadband-based platforms,

and advanced integrated video and communications experience

across wireline and wireless networks. We also support content

aggregation and distribution across an extensive, global

customer base.


Contact Us

To learn more on LTE topics,

please visit: www.accenture.com/LTE

Angelo Morelli Executive. Accenture

[email protected]

Emanuele Procaccioli Senior Manager. Accenture

[email protected]

http://www.accenture.com/LTE

http://www.accenture.com/LTE


Thank

you!