美國 MSO 的三合一策略及 IP 基礎架構

Abstract

The purpose of this survey is to determine the priorities and plans for new services and support infrastructure among eight major cable MSOs (Multi Systems Operators) in the U.S. representing over 60% of the U.S. cable market.

Based on direct structured interviews with over thirty (30) technical, marketing, strategy and operations MSO managers, and with relevant vendors, the report examines near-term and long-term priorities for new services and for IP upgrades. Research was conducted in Q4, 2004, and a summary of the findings is included in this Executive Overview. The actual names of the participating MSOs are not revealed due to the confidentiality agreement prior to the survey.

Table of Contents

• Introduction: Sources & Research Methodology-MSO
• Table I-1: Interview Sources
• Section 1: IP/GigE Infrastructure
• 1.1.1 MSO-CATV Infrastructure ? HFS Systems + IP Base System Upgrades
• 1.1.2 Research Focus
• Section 1: IP Upgrades
• Table 1-1: Average bandwidth allocation by service
• Table 1-2 MSOs using QAM for downstream and IP for Upstream (Video)
• OCAP May Drive DOCSIS/IP installations for video control
• Table 1-3: Status of MSO HSD, 2-way Video &VOIP?2004-2008
• Table 1-4: Future IP Plans (by 2008) ? Ranked by Importance
• Figure 1-1: Upstream Latency Comparison-Aloha vs. DOCSIS
• Table 1-5: The anvil of legacy video systems
• Figure 1-2: The Silo Problem with IP Control
• MPLS in an all IP/GigE MAN Backbone
• Table 1-6: MPLS Overview
• Figure 1-3: Use of MPLS in Unified IP Cable Service Environment
• Figure 1-4: VOD/Video Streaming on GigE/IP Backbone
• Table 1-7: VOD Streaming on a Cable IP Network
• GIGE Backbone Installs 2004-2008
• Table 1-8: MSO GIGE/IP Backbone Networks 2004-2008
• Table 1-6:Specific Network Upgrade Plans
• Table 1-7: Ranking of IP upgrade Goals (5=Highest)
• New IP-Based Services Planned
• Table 1-8: Sequence of New IP-based Services
• Table 1-9: Priorities for New IP Services (Percentage)
• Table 1-10: DOCSIS Version 1 to 3?Functions Enabled
• Section 2: DVR and Related Services
• 1.1.3 Analysis/Comments for All Review
• Section 2: DVR and Related Services
• Introduction and Overview?DVR Myth and Reality
• Basic Findings?DVR & Related Services
• 2.a: Use of DVR as Revenue-Generator/ Churn Inhibitor
• Table 2-1: Use of DVR as Revenue-Generator/Churn Inhibitor
• Table 2-2: Ranking of Reason for High Importance of DVR (5=Highest)
• 2.b: Use of DVRs with PPV (Pay Per View)
• 2.c: Use of DVRs with HDTV (High Definition TV)
• Table 2-3: Impact of HDTV on DVR usage
• Table 2-4: High Importance of DVR on HD service (5=Highest)
• 2.d: Importance of Music on DVR
• Table: 2-5: Impact of Music on DVR or DVR on Music service
• Table 2-6: Why Music Has Low import on DVR Service
• 2e: Use of Outtakes & Trailers with DVR
• Table 2-7: Use of Outtakes & Trailers for Movie/TV Show Promotion
• Table 2-8: Why Movie Excerpts Have Low impact on DVR Service
• 2f: Photo Album Management on DVR
• Table 2-9: Photo Album Management of DVR?Importance of Feature
• Table 2-10: Why Photo Album Can Impact DVR Service Sales
• 2.g: Full movie download
• Table 2-11: Full movie download service to DVRs?Level of Importance
• Table 2-12: Full Movie Download Importance to DVR Service
• 2.h: VOD/SVOD/FOD on DVR
• 2.i: Other DVR-related Functions of Importance
• Table 2-13: Other DVR-Related Issues & Opportunities
• Section 3: DVR Data Tracking Functions
• 3-a: Collection of Anonymized data from DVR usage
• Table 3-1: General Collection of Anonymous Data from DVR
• Table 3-2: Reasons for Slow Response to DVR Data Collection
• 3-b: Commercials watched or re-watched
• Table 3-3: Importance of data collection of Ads watched
• Table 3-4:Why the Delay on Analysis of DVR Ads Watched
• Table 3-5: Importance of DVR Data about Programs Recorded
• Table 3-6:Why High Importance of DVR Programs Recorded
• Section 4: ITV Services (News & Upgraded)
• Section 4-a: OCAP Related Applications
• Table 4-1: OCAP Related Applications
• Table 4-2 OCAP: Reasons for High/Low Ratings
• Section 4-b: VOD Usage
• Table 4-2.VOD Priority & Revenue
• Table 4-2: VOD Priority & Revenue (Continued)
• Table 4-3 VOD: Reasons for Highest Ratings
• Table 4-4: VOD Deployment Markets (Q1/04)
• Section 4-c: SVOD Usage
• Table 4-5: SVOD-Ratings for SVOD
• Table 4-6: SVOD-Reasons for Highest Ratings
• Section 4-d: FOD Usage
• Table 4-7: FOD Usage
• Table 4-7: FOD Usage (Continued)
• Table 4-8: FOD-Reasons for Highest Ratings
• Section 4-e: N-PVR/N-DVR Usage
• Table 4-9: N-PVR/N-DVR Usage
• Table 4.10: N-PVR/D-PVR-Reasons for Ratings
• Section 4-f: AOD (Advertising on Demand) Usage
• Table 4-11: Advertising on Demand (AOD)
• Table 4-11: 4E. Advertising on Demand (AOD) (Continued)
• Table 4.12: Advertising on Demand (AOD)--Reasons for Ratings
• Section 4-g: Games on Demand Usage
• Table 4-13: Games on Demand
• Table 4-14: Games on Demand --Reasons for Ratings
• Section 4-h: Gambling on Demand Usage
• Table 4-15: Gambling on Demand
• Table 4-14: Gambling on Demand --Reasons for Ratings
• Section 4-i: Electronic Commerce Usage
• Table 4-16: E-Com on the TV Set
• Table 4-17: Electronic Commerce --Reasons for Ratings
• Section 4-j: Camera Angles Usage
• Table 4-18: Camera Angles Usage & Ratings
• Table 4-19: Camera Angles --Reasons for Ratings
• Section 4-k: Internet Services on TV
• Table 4-20: Internet Services on TV
• Table 4-21: Internet Service on TV --Reasons for Ratings
• Section 5: Conclusion, Opportunity & Risk
• Analysis?Opportunity and Risk
• Table 5-1: Opportunity Risk Analysis?ITV Services
• VOD/MOD
• 1.1.4 Opportunity [5]
• 1.1.5 Risk [2]
• 1.1.6 Benefit to consumers
• 1.1.7 Role of IP
• SVOD
• 1.1.8 Opportunity [5]
• 1.1.9 Risk [2]
• 1.1.10 Benefit to consumers
• 1.1.11 Role of IP
• FOD/ N-PVR
• 1.1.12 Opportunity [3.5]
• 1.1.13 Risk [2]
• 1.1.14 Benefit to consumers
• 1.1.15 Role of IP
• Table 5-2: Opportunity Risk Analysis?ITV Services (Continued)
• Advertising on Demand
• 1.1.16 Opportunity [4.5]
• 1.1.17 Risk [1.5]
• 1.1.18 Benefit to consumers
• Games on Demand
• 1.1.19 Opportunity [1.5]
• 1.1.20 Risk [4]
• 1.1.21 Benefit to consumers
• 1.1.22 Role of IP
• Gambling
• 1.1.23 Opportunity [1]
• 1.1.24 Risk [4]
• 1.1.25 Benefit to consumers
• 1.1.26 Role of IP
• Table 5-3: Opportunity Risk Analysis?ITV Services (Continued)
• E-commerce
• 1.1.27 Opportunity [3.5]
• 1.1.28 Risk [1.5]
• 1.1.29 Benefit to consumers
• 1.1.30 Role of IP
• DVR
• 1.1.31 Opportunity [4]
• 1.1.32 Risk [1[
• 1.1.33 Benefit to consumers
• 1.1.34 Role of IP
• Conclusion
• Figure 5-1: Common Elements of Integrated IP On-Demand System