OVERVIEW
The purpose of The Basics of IPTV is to increase understanding of the technical, economic, and business model differences that are evolving for the delivery of rich media such as video, audio, and graphics—specifically consumer television services on private IP data networks of the near future. It likewise describes alternative scenarios that might develop during the global IPTV deployment and how it could affect consumer behavior.
IPTV is the only broadband killer application with enough demand and an average revenue per unit (ARPU) stream to cost justify the deployment of a massive new broadband carrier service cloud. The new IP video–enabled carrier cloud consists of multiple FTTX plans, alternative broadband wireless plans, and a hope that the new investment can stem the losses of wireline subscribers while creating a cost-effective replacement network for the current narrowband SONET infrastructure and costly data service overlays of today.
In the marketing realm, there is a growing need to both mature and refine franchise granting rights, consumer take-up rates, price performance curves, and profit margins. The current Internet problems of network neutrality, toll booth charging, security, firewall protection, intrusion detection, spam, viruses, and Trojan issues will soon be joined by digital rights management, digital asset management, and identity management concerns flowing from the new availability of digital TV content and peer-to-peer (P2P) communications.
The Basics of IPTV will bring these issues into the light and describe alternative scenarios that might develop after the initial deployment of IPTV.
TABLE OF CONTENTS
· The IPTV Infrastructure Overview
· The Current Data Infrastructure
· Commercial Realities
· Current Slotted Infrastructure Background
· The Current Data Overlay Infrastructure
· The IPTV Broadband Infrastructure Alternative
· Implementing Digital Video Is Not for the Faint Hearted
· Video Infrastructure Economics
· The evolving access infrastructure for IPTV
· Traditional Service Pricing and Take Rate Volume ConceptsMarket Pricing Implications
· Public Utility versus Competitive Markets
· Background on the Infrastructure and Regulations
· The Service Infrastructure of Today
· Why Consider Developing a New IPTV Infrastructure?
· The Replacement Market Rationale
· IPTV Egress Issues – Connection to TVs and PCs
· Home Wiring and the Inside Mile
· IPTV – Ingress Issue - Multiple Service Convergence
· Other IPTV Issues – Consumer Quality and Quality of Experience
· The Relationship of Bandwidth, Broadband, and IPTV Bits
· Current IP Activities under Way
· New IPTV Deployment Program in the U.S.
· MSO the Current Slotted TV (Non–IP) Processes
· Super Head End, the IPTV Alternative to MSO Consolidation
· The New IP LHE
· Fiber Access Strategic Implications
· How Fast Does the IPTV Backbone and Access Need to Be?
· Fixed Point Wireless (FPW) Access
· The Subscriber Site
· Key Subscriber Issues
· Unique Broadband Access Market Risks
· Technology Adoption Process (TAP) Risk
· Government Involvement
· Consumer Market
· Service-Oriented Architecture and Installed Base Upgrading
· The Evolving SOA Environment
· Content Availability, Upgrades, and Broadband Endpoints
· Facility Upgrades and Risks
· Advertising Business Model
· Use of TCP/IP for Video Services
· Transmission Control Protocol and IPTV Media Gateway
· IPTV, TCP/IP, and the Evolution to IPv6
· Commercial Justification for Digital
· The Value of Future Two-Way Interactive Programming
· Why Digital TV
· Multiple DTV Format Issues Will Not Go Away
· Broadband and Bandwidth Impact on Internet
ABOUT THE AUTHORS
Howard J. Gunn is director of marketing and sales at WorldView Network Services in Dallas, Texas. He is also a member of the American Mensa Society, the Society of Industrial Leaders, and the Gerson Lehrman Group Council and serves as the supply chain director for the National RFID Institute. He is also a representative of the Northwestern Mutual Financial Network and is NASD 6 and 63 licensed.
Mr. Gunn authored Principle of Traffic and Network Design and has had numerous articles published in business and trade press magazines. His most recent article, “Peering into our Future,” was published in the IEC's Annual Review of Communications, vol. 58. The article forms the basis for his new MegaPortal services partnership with Digistream Technologies LLC for securing content, streaming rich media, and retailing entertainment over a personal information network. In this new Web TV and digital entertainment market, Digistream is the first to market with 100 megabit e-commerce retailing of high-value content and commercialization of personal two-way interactive MegaPortal peering services for mobile consumers, small businesses, and retailers.
Mr. Gunn began his communications and information services career as a telephone craftsman and progressed through management positions in traffic engineering, equipment engineering, capital budgeting, accounting, data processing, information technology, and carrier service operations. At the onset of the Internet revolution, he shifted his career path toward new information technology development and product marketing. In this high-tech path, Mr. Gunn held key executive and general positions in product line management, new product marketing, and sales, having served as the vice president of marketing, product management, and corporate strategy at Alcatel and GM Gandalf Technologies, vice president of sales at GTE Automatic Electric, director of net technologies at NEC America, and vice president of sales and marketing at Terabridge Technologies.
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