optimisations – across the entire chain. the best video quality,” claims Rajeev Raman, news. Mom’s stream might need less bits, but
Beginning with encoders at the headend, vice president of product management and still looks awesome. The saved bandwidth is
where quality decisions can be made more strategy at Cisco. “Whether service providers then applied to making the sports stream on
granular, and then on the network, where are delivering in fixed video delivery can be optimised for different or wireless mobile streaming services such as live and on networks, we apply demand. And finally, in the client, where the same principles intelligent decisions about requests for of understanding the content streams can lower costs and improve kind of content that is video quality. Existing approaches often look being requested from at a subset of technologies to make point the endpoints and optimisations. Intelligent optimisation knowing where those allows you to use primary insight about devices are in the the content, network conditions, and client network to perform requests. optimisations that
“What sets us apart is
that we use techniques
to analyze the quality
of video content at
three different levels:
the encoding level, the
network level and the
client level.” – Rajeev
Raman
enable video quality at scale.”
Turning ideas into action
One company that adopted this philosophy
is Cisco.
Realising that you cannot just grow
Sounds good in theory. But what does it
mean in a practical sense?
“In a fixed bandwidth environment,” says
Raman, “you could have a network with a lot
of devices requesting content. We can help
bandwidth down the same pipeline, Cisco service providers optimise how content is
decided to focus on optimising bandwidth packaged and prepared for delivery because
utilisation by using greater insight into we know the kind of content being encoded.
the content being streamed and network And because we know that some content
conditions in order to deliver video more requires higher bit rates than others, we can
efficiently. optimise how it is encoded for streaming over
“What sets us apart is that we use
IP networks. With a large cluster of devices
the big screen look and
sound pristine.
Everyone’s happy.
That’s what delivering
video quality at scale is all
about.
By getting better
information from the
encoding that says what
content is available,
service providers are
empowered to make more quality-aware
decisions. As a result, the client then makes
a more intelligent decision to request that
content.
Bringing stellar video quality to multiple
devices is the catalyst for several other
benefits.
Happier customers are loyal customers.
And that means less money spent reducing
churn. No doubt it would also positively affect
the Net Promoter score mentioned earlier.
Additionally, customers will pay more
for your service because it is now clearly
techniques to analyze the quality of video in a given area, we can also add or align more differentiated on a metric that matters to
content at three different levels: the encoding fixed or mobile networking capacity to those them. You will have reached that holy grail of
level, the network level and the client level. areas of the network that need it.” high-quality video on multiple devices.
This visibility allows service providers to use
bandwidth more efficiently while delivering
So, at the client end, Dad could be watching
the football game, while Mom watches the
Best of all, Cisco, with its Infinite Video
Platform, can help you achieve it.
EUROMEDIA 21