deployed inside the home / business and how that is accessed by multiple WiFi devices from various locations inside the building . Service to the customer ’ s CPE can be easily verified with the right multi-gig T & M tools . WIFI performance inside the building can be ideal , performing at good WIFI speeds on installation , but if the customer makes changes to the setup , WIFI performance can be affected . Witbe : The primary challenge lies in ensuring that the service performs consistently well across various devices and networks . Accordingly , we believe that the most important starting point for measuring service performance is on those same networks and devices that viewers use . Customers tend to remain loyal to services that consistently deliver a high-quality viewing experience , so providers should prioritise assessing the quality that viewers receive on real devices instead of focusing solely on what is being transmitted . Is the cost of measuring QoE across devices higher than the cost of losing customers because the service didn ’ t work well on their preferred device or network ? I believe even the most budget-conscious providers would agree that the answer is no . WorldCast Systems : Delivering a high QoE for budget-conscious service providers and subscribers within the media and broadcast industry , where content is accessed through a wide range of networks and devices , poses a set of formidable challenges . This challenge arises from the diversity of networks ( cellular , Wi-Fi , fixed broadband ), the variety of devices ( smartphones , smart TVs ), bandwidth and data limitations , the need for real-time content adaptation , the investment in efficient content delivery mechanisms like CDNs , the cost of data analytics and monitoring tools , increasing competition , rising customer expectations , and the added expense of content security . Striking a balance between managing costs and delivering top-notch services in this dynamic media landscape is the central challenge .
What are the challenges of service provider packaging of third-party OTT channels ?
Bridge Technologies : Drawing from the answer above , more moving parts equals more potential for failure . Maintaining consistency and harmonising content and format all require careful and meticulous examination of the contribution components . Monitoring has the be end-to-end for service providers to know that they ’ re not passing on – and thus taking the blame for – the mistakes embedded in the content they ’ re receiving from third parties .
Perhaps a very specific challenge currently arising in the industry is how to integrate the needs of advertisers into such a diverse range of broadcast formats , and ensuring that delivery of adverts remains consistent across them all . The focus we ’ ve put on SCTE 104 / 35 monitoring is crucial to helping broadcasters deliver successfully on this front ; giving them metrics that not only allow them to maintain the healthy and consistent playout demanded by their advertisers , but to demonstrate accountability to advertisers by keeping record of the playout integrity being achieved . Broadband Forum : The more progressive broadband service providers are looking to differentiate and further ramp up their investment in - and capabilities of - new value-added services , such as TV and video . Traditional subscription-TV may be declining in most markets , but it remains a significant non-communications consumer revenue opportunity .
This presents an important revenue stream for broadband service providers , but continued investment is paramount in the quest to remain relevant . Online video provides the means to enhance their service offerings by integrating third-party video applications and offering their own-brand online video services . While online video will only capture a limited share of the market , it is a natural progression of their regular pay-TV services . But there is heavy competition from pure-play , networkagnostic providers .
In the face of third-party video content being accessible on app stores on common devices , such as a smart TV , keeping the consumer engaged remains a challenge . While service providers can bolster their video offerings through OTT partnerships , it is critical that they demonstrate additional value to these third-part services above and beyond what consumers enjoy through other channels . The provision of a guaranteed superior viewing quality , via the use of end-to-end traffic prioritisation to ensure a certain level of experience , can be an important technique to aid customer retention and satisfaction .
The figure below highlights that there is no distinct advantage between broadband service providers or pure-play providers when it comes to price . This is due the aggressive pitching across all channels , but service providers can offer comprehensive x-play
service bundles and a superior viewing quality . However , the figure from the report shows that the score was only slightly higher for digesting online video on a TV via a service provider ’ s TV box than for via a smart TV . This demonstrates how difficult it is to compete with direct-to consumer offerings via a service provider ’ s TV box . Torque Network Systems : Maintaining service quality . While you have control of your own headend and , perhaps , CDN , the integrity of inbound content is at the mercy of your third party suppliers . You can monitor the inbound content , but if it stops , it stops . In that case , there is really only two things you can do : keep calling the third party provider and hope they fix it quickly , or have some backup content ready to play . In either case , your own viewers are not going to be happy about it . VeEX : If the third-party OTT content is not in the service provider network or data center , service speed verification at the time of installation may not yield the full speed that the customer is paying for .
Access network modernisation and optimisation , as well as faster interconnect network links , are required to carry these OTT services efficiently . Keeping in mind that those OTT may be from a third party ( not generating direct revenue ), however they are key to the customers ’ QoE .
Perform more Layer 4 + testing , using a workforce that may not have the required level of background knowledge or experience . Witbe : For the service provider , the primary hurdle lies in their lack of direct control over the performance of third-party services operating on their platform . Most OTT devices are sold on their ability to run a variety of video apps , such as Netflix , YouTube , Disney +, and others . However , the device manufacturer doesn ’ t control these apps , just like the services themselves don ’ t have control over the device or when it gets updated . The answer for both parties begins with assessing performance in the same manner that their paying customers do : on the actual device itself , streaming over consumer-quality networks . In order to improve the quality of experience for viewers , their actual experience must first be evaluated and understood .
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