Content reach and viewer’s access,

made easier and convenient

Your guide to getting started

Jamal Bnari | Etisalat

21 Sep 2010

Table of Contents

Media and the Internet

User Behavior

Network Impact

Etisalat Framework

The Platform

The Screens

The Success

The Strategy

The Goal

Media and the Internet

Popularity: Source: Vol 8., No.3, March 2010, OTT Video: Service Providers Face a Gathering Storm, Global Traffic: Source: Cisco VNI 2009, Consumption: Source: commScore Feb

2009

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User Behavior

• Over-the-top (OTT) video is rapidly gaining popularity

• Hundreds of millions of users viewing video online each day

• No longer watching short, low quality clips of user generated content

on YouTube

• Now watching TV shows, films, and other professionally created,

high quality video content

Network Impact

• Video is responsible for the majority of the traffic on the internet and

will grow 5xs over the next few years

• Video quality and resolution is improving steadily, HD video is now

being offered over the Internet

• High quality video means high-bitrate streams

• Impact on network is now worse than P2P traffic in the past

Ingest: Content Owners/Partners (CPs) upload the best possible quality for all types of content and formats that it wants to make available for end-user consumption (e.g. audio, images, video, files)

The Etisalat Framework

components of technical framework

Ingest Manage Prepare Deliver Monetize

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Tra

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od

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Content

Co

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rovid

ers

Pa

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Control (AAA, DRM)

TVScreens

PCScreens

KioskScreens

MobileScreens

Operation Sub Systems / Business Sub Systems

Metadata

Applications

Advertising

Inte

rnet

Prepare: The CPs need not worry about what format the content should be in when set to be delivered to users as part of a service offering to an end-screen. The platform ensures that the content is in the right format no matter the network and target screen

Manage: CPs add the associated metadata to uploaded/ingested content. Using an online tool kit, CPs determine what content goes to what service, no matter the network or screen type

Deliver: Content is delivered to Etisalat subsidiary subscribers users via the appropriate network or anywhere in the world through the Internet

Monetize: CPs monetize their content because their content is consumed by users no matter the screen

The Platform

services creation

ability to upload content in the best possible quality once, and then depending on the „screen‟ or destination device, content is automatically „transcoded‟ to the right format

ability to manage the delivery of content to any screen or devices that are integrated with the platform

full reporting of all views, ads, user uploads, membership, etc.. Is included in the back-office

content management

content can be managed for delivery to any screen

Content can be syndicated to any other media player from the same platform seamlessly

full tracking and reporting of all content delivered to users including content that is syndicated

The Screens

Etisalat eCMS

Platform

OTT-PC (Web

Portal)OTT-PC

(W7 App)

OTT-TV (STB)

IPTV

Mobile App (3G)

OTT-Mobile (WAP)

The Success – PC

the numbers were compelling

millions of media views (over 40million)

millions of pre-roll ads (over 27 million)

millions of post-roll ads (over 1.4 million)

very high click-thru rate (11.54%)

benefits of providing the platform

able to tell the story to possible advertising partners

additional business, including in-UAE broadcasters

leveraged our infrastructure

provided great content to users on a global basis

gained the confidence of content owners that we can handle their content and deliver an experience efficiently and cost effectively

The Success – Single platform,

Multiple Implementations

DMI Media Portal (API implementation)

http://www.dubaimedia.ae

E-Junior (using standard media player)

http://videos.ejunior.ae

The Success – PC + TV

The Success – Mobile

the mobile wap vod platform

offers users easy access using wap page on mobile to content

no data charges to browse available media

flexible business models: “all-you-can eat” subscription, pay per download, pay per download package, combination

Immediately reach 35m mobile users with edge devices or higher and 12m+ mobile users with 3G devices, in 7 etisalat territories

benefits to content owners of platform

ability to create mobile vod offerings using same platform as for PC and TV

Upload high quality content into the platform and seamlessly create new service offerings (includes all transcoding and presentation)

http://waphost.

no/_preview.ph

p?name=fcb&i

phone=1

http://waphost.no/

_preview.php?na

me=ejunior&ipho

ne=1

http://waphost.no/

_preview.php?na

me=mbctv&iphon

e=1

Success - Monetization

Video Window Banner: This banner

can be sponsored and can be

programmed to appear each time

that a user comes to the media

player from a link on any website.

Set up of this banner is one time and

change requests are done within one

business day. Double Click DART is

NOT supported and the banner is

NOT clickable.

The banner size is 546x412.

Ad Video Banner and Movie

Banner: Ad videos can be placed as

pre-rolls or post-rolls and an

associated banner will appear over

the play-list area BEFORE the users‟

selected clip plays (if pre-roll) or

before the next clip (if post-roll) can

be viewed

This banner is clickable and

managed through the MMS.

This banner not manageable via

Double Click (DART) at this time.

The banner size for this area is

336x280.

Movie Banner: A separate „movie

banner‟ can be sponsored, which will

appear while the selected video is

playing.

This banner is clickable and managed

through the MMS.

This banner not manageable via

Double Click (DART) at this time.

The banner size for this area is

336x280.

Leader Board Banner: This banner

will appear each time that the user

clicks on a specific Category.

Set up of this banner is one time and

change requests are done within one

business day. Double Click DART

also supported and the banner is

clickable.

The banner size is 728x90.

Interactive Area Banner: This

banner is a fixed, but clickable

banner, but mostly is used to deliver

a message to the user.

Not managed through MMS or DART

at this time.

The banner size is 537x109.

The Strategy

content

audio, video and gaming content as well as related derivatives (e.g. ringtones, wallpapers, voting tools etc.)

entertainment, information, commerce

professional, semi-professional, user-generated wh

at

networks

mobile broadband (higher than 2.5G)

broadband internet (ADSL, ADSL2+, FTTH)

cable

satellite

IPTV-networks

DTT

ho

w

screens

mobile devices (e.g. mobile phone, in-car entertainment, PMPs)

PC-screen

TV-screen

kiosk Systems (public interactive screen)

wh

ere

integrate application and platforms to enable content partners to reach users

connected content

partnerstrategy

deliver digital media services via the most appropriate access method through different types of networks

connected network

partnerstrategy

connected hardware

partnerstrategy

ensure exceptional user experience by intuitive usability for user interfaces and processes across screens

The Goal: Multi-screen, Multi-territory

Delivery

Friendly & TrendyFriendly & Trendy

Friendly & Trendy

eCMS

consuming media

interactivelyconsuming media in a

highly entertaining

content in the right format is delivered to

the PC

content in the right format is

delivered to TVcontent in the right format is delivered to

mobilesaccessing

media interactively

content in the right format is delivered to

kiosks in multi-platforms

thank you and q&a