ott- understanding infrastructure

Any service you are receiving over the internet that is NOT provided directly by

your Internet Service Provider

What is OTT?- Let’s revise

What is the infrastructure required for

OTT

delivery ?

• ISP• Set of Modems• Remote Access Server• SMTP Server• Web Server• Routers

• CDN• PoPs/edge servers/• Origin servers• Request routing

mechanism• Delivery(set top box, tablet, smartphone, PC ,etc.)

A content delivery network (CDN) is a system of distributed servers (network) that deliver webpages and other Web content to a user based on the geographic locations of the user, the origin of the webpage and a content delivery server.

Motama offers a complete set of products for building your IPTV and OTT backbone, including DVB gateways, encoders/transcoders, and streaming servers and protocols for content distribution.

TVCaster™ is an integrated DVB receiver, descrambler, remultiplexer, and IPTV server for converting DVB to IP.CodecCaster™ offers a high-performance transcoding solution for live content in IPTV and OTT.AdCaster™ is our solution for regional and targeted replacement and overlays of adverts for IPTV and OTT.RelayCaster™ enables reliable and secure contribution and distribution of live streams for IPTV and OTT over cost-effective public Internet links.PolyCaster™ is a streaming server for live content serving PC browsers, mobile phones, tablets, and set-top boxes.

CDN-OTT

example

http://www.motama.com/cdn.html

http://www.motama.com/tvcaster.html

http://www.motama.com/tvcaster.html

http://www.motama.com/codeccaster.html

http://www.motama.com/codeccaster.html

http://www.motama.com/adcaster.html

http://www.motama.com/adcaster.html

http://www.motama.com/relaycaster.html

http://www.motama.com/relaycaster.html

http://www.motama.com/polycaster.html

http://www.motama.com/polycaster.html

The gray circle shows the physical broadcast access networks that reach the end user.

The small green circle shows a third-party telecoms (or cable) network which provides the end user with internet access through an ISP

streamingmedia.comhttp://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating-strategies-for-video-streaming-97565.aspx

The blue circle outlines the broadcast operator’s operational networks, where the content is prepared and distributed to the physical access networks.

The orange circle represents the internet, where, for example, a pureplay CDN might operate.

point A shows a critical interface where the MHEG app, or similar EPG details that announce the existence of any OTT content over the traditional broadcast network, is established.


Red line: the cost of network transit between the pureplay OTT providers’ CDN edge and the end is free to the broadcast network if it is delivered by the pureplay OTT operator and distributed through the end user’s chosen ISP. This is the lowest QoS SLA and accordingly the cheapest OTT model, but it is also usually good enough for most consumers.

In yellow line model, end users may subscribe directly to Netflix as an extra expense on top of their basic broadcast package subscription.


How is content currently distributed?

Published in a research paper from BT Innovate & Design, Adastral Park, Ipswich, England

http://compeng.ulster.ac.uk/iu-atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%20Internet.pdf

Figure. 1 gives a representation of how content iscurrently distributed. A content asset library stores prerecordedmedia that can be combined with a live source ifrequired to create a broadcast stream, that is then broadcastby traditional methods, terrestrial, satellite and cable. Thestream can also be multicast via the IPTV architecture toconsumers’ set top box for viewing using a variety ofprotocols. IPTV is able to implement bandwidth reservationand admission control, however this means that theimplementation of the architecture requires both a largeinitial capital expenditure and technical expertise from thenetwork provider.The OTT architecture takes existing content from theasset library and after compression transmits it individuallyto IP enabled devices that have adaptive clients on board toview the content or in the case of Quavlive [13] the adaptivelogic resides server side. The HTTP protocol is used,however specific content is only available on specificdevices, for example OTT is only available on the IPenabled devices. The OTT architecture is not reliant onspecific network infrastructure or technical expertise,allowing a broader range of services to create a streamingmedia node.

How is content

currently

distributed?


Proposed unified architechture



Figure. 2 gives a representation of how this proposedunified architecture might look. Assets from the compressedlibrary can be combined with a live source andadvertisements to create a single stream that is transmittedusing either unicast or multicast and can be presented aseither Video on Demand, Linear TV or catch up television.Bandwidth utilisation should be increased, as streams aresuited for the display devices. Multicast facilities will beavailable allowing for a reduction in core network trafficwhile improving upon existing Over-the-Top services.

Proposed unified architechture



Getting started

Fundamentals of OTT Service

http://www.piksel.com/2015/04/ott-service-fundamentals-10-components-successful-strategy/

1. Defining Your Market1. What is the general age and gender of the market I’m targeting?

2. Where does my targeted demographic currently go to watch various forms of

media?

3. What type of media do they typically consume?

4. How much are they willing to spend on a piece of content? Or would they be

willing to spend on a service?

5. What size is the market?

6. What is the market’s general amount of free time to consume video content?

7. What is their preferred length of content they enjoy?

8. What is the type of genre of content enjoyed?

9. Level of engagement watching video content

10. Level of abandonment watching video content

11. Preferred type of advertising (are there certain products/categories the

targeted demographic will turn away from?)Do they watch or turn away from specific length of advertising

2. Defining Your Business Model

McKinsey has proposed four potential business models for telecom and media companies to

engage in the OTT market:

• Own Device - this model centres around selling a device that can be connected to different

OTT services. While this is naturally consumer electronics manufactuers' turf, many telcos and

cable operators have participated in this model.

• Fully-integrated Service - this model involves the provider selling a seamless and

integrated TV service, including content, interface and device. This has been the traditional

playground of telcos and pay-TV operators.

• Content Aggregator - a content aggregator sells content via an aggregation service that

can be accessed using various devices. Media aggregators such as Hulu and online aggregators

like Netflix dominate in this model.

• Open User Interface - this model relies on a user interface that can be used on any device

to view any content. Google plays heavily in this model, with its Youtube video service and

Android operating system for mobile devices.

3. Content Licensing and Acquisition

how you can accommodate exclusive rights for content to further drive viewer engagement?

Acquiring best content for your money

4. Building a platform to meet market

requirements – How do you do it?

building a platform from scratch or adapting an existing one internally?

Resources needed to:

1. Design the platform interface (front and backend)

2. Code your platform to fit various device and application

specs (such as a Roku box or Smart TV app)

3. Design the ecommerce portion for processing payments

4. Integrate a digital rights management solution to protect

your content

5. Designing internal workflows for content provisioning.

You need teams to handle support requests, eliminate bugs and other code issues

A team that analyses market trends and bundles content together accordingly

back-end of development of a platform, to the front-end handling user requests

6. How to package your content

Figuring out the right plan of how to promote distribute the content

7. Pricing your content

1. What your competitors are charging for similar content

2. How many competitors are vying for the same market

3. The quality of the content you offer

4. The quantity of content (this includes you’re overall library

and the amount of content within specific categories such as

genre or content format)

5. What is it cost to acquire your library of content

8. Marketing your content – building

a strong brand identity

9. Leveraging your demographics

10. Pulling it all together

ott- understanding infrastructure

Engineering