Accenture Video Solution
Accenture Video Solution
Accenture Video Solution
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Driving high performance through advanced broadband video capabilities,<br />
delivering a personalized content experience anytime and on any device.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> helps drive a<br />
new era of profitable content delivery:<br />
• From “one-size-fits-all” broadcast TV to<br />
integrated broadband and broadcast services.<br />
• From linear channels to a rich mix of<br />
linear and non-linear offerings.<br />
• From “walled gardens” and proprietary<br />
platforms to open solutions enabling<br />
seamless integration of services.<br />
• From anonymous viewers to interactive<br />
consumers with known profiles and<br />
viewing behaviors.<br />
• From a generic program guide to a valuable<br />
resource of personalized recommendations.<br />
• From same time, same place environment<br />
to any time, on-the-go environment.<br />
• From pre-defined video quality to an<br />
adaptive quality based on broadband<br />
connection speed.<br />
The future of TV is today.<br />
The TV of the future is here.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 1
The broadband video world:<br />
Challenges and opportunities<br />
The age of online and mobile video is here, with the potential to fuel a new era of growth<br />
for broadcasters, telcos, high-tech companies and retailers. All these businesses now have<br />
the ability to go directly to consumers with their digital video content, giving customers<br />
more control over what they watch, when and how.<br />
But the marketplace is crowded. What’s needed more than ever are industrialized and<br />
innovative technology capabilities that can help players from all sectors ride this new wave<br />
of growth in the broadband video marketplace. <strong>Accenture</strong>’s field tested digital video,<br />
network, streaming and back-end solutions help reduce implementation risk, speed delivery<br />
and support new and profitable services.<br />
New business opportunities<br />
in the broadband video era<br />
The era of broadband video is here. The<br />
widespread penetration of fixed and<br />
mobile Web-enabled platforms is setting<br />
the stage for a rapid uptake of digital<br />
video services, and current broadband<br />
trends are fueling that growth. This is a<br />
huge market: One recent study 1 reported<br />
that approximately 70 percent of global<br />
online consumers watch video over the<br />
Web. In the mobile arena, video already<br />
accounts for more than a third of global<br />
mobile usage.<br />
Another recent report from the e-Media<br />
Institute analyzes online video usage in<br />
the United States. 2 The US still leads the<br />
pack in this space and online has become<br />
almost universal: 8 out of 10 US internet<br />
users watched video content online at<br />
least once on average per month during<br />
2010. Year-on-year all online video indicators<br />
show consistent growth, as viewing<br />
accounts for an increasing share of users’<br />
online time. In December 2010 almost 89<br />
million people watched online video in an<br />
average day.<br />
2 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
In Europe, Over-the-Top services<br />
are rapidly becoming a mainstream<br />
video distribution channel. Broadband<br />
penetration in the United Kingdom,<br />
France, Germany, Italy and Spain has now<br />
surpassed 65 percent. In those countries,<br />
approximately 80 percent of households<br />
with a broadband connection have<br />
sufficient download speeds to enable<br />
the delivery of Over-the-Top TV. 3<br />
Extrapolating from those numbers it<br />
appears that, conservatively, 30 to 40<br />
percent of western European households<br />
(representing 140 to 160 million people)<br />
will soon be watching content via<br />
internet-connected TV devices. 4<br />
The video era, especially Over-the-Top TV,<br />
represents dramatic business opportunities<br />
for multiple sectors:<br />
• Traditional communications and cable<br />
companies have new kinds of value<br />
propositions to deliver to customers—<br />
especially in the hosting, management<br />
and delivery of content to the connected<br />
home, or as an aggregator.<br />
• Broadcasters can leverage their strong<br />
brand names to innovate and reposition<br />
themselves in the value chain, moving<br />
closer to the end consumer and providing<br />
seamless linear and non-linear services.<br />
• Device manufacturers can help define and<br />
shape the digital consumer ecosystem<br />
through a unique, hard-to-replicate user<br />
experience for Over-the-Top TV provided<br />
by smart devices. Bundles of content and<br />
services then can be linked to the device,<br />
increasing the chances for retention of<br />
customers.<br />
• Retailers can also leverage the power of<br />
their brand, especially in the consumer<br />
electronics and video space, to offer<br />
video services Over-the-Top to existing<br />
customers and to extend that base<br />
through innovative offerings.<br />
For all of these players in the broadband<br />
video ecosystem, successfully managing the<br />
transition to Over-the-Top services requires<br />
transformational capabilities across the<br />
key processes of the video industry: from<br />
content definition to content management,<br />
service creation, network and device<br />
management, as well as innovative<br />
approaches to customer insight and service.<br />
1 The Nielsen Company, “How People Watch: A Global Nielsen Report,” August 2010.<br />
2 e-Media Institute Web-TV Intelligence & Strategies, February 22, 2011.<br />
3 e-Media Institute Web-TV Intelligence & Strategies, November 30, 2010.<br />
4 e-Media Institute Web-TV Intelligence & Strategies, November 30, 2010.
Figure 1. US Online <strong>Video</strong> Consumption - December 09/December 10<br />
YoY Growth +32%<br />
Average daily unique viewers (M)<br />
YoY Growth +7%<br />
Average monthly videos per viewer<br />
YoY Growth +12%<br />
Average monthly hours per viewer<br />
Dec ‘09<br />
Dec ‘10<br />
Source: e-Media Institute on comScore data<br />
Direct to the consumer<br />
With broadband available almost<br />
everywhere, providers can now actually<br />
implement the direct-to-consumer model<br />
they’ve been speaking about for years.<br />
Consumers, in turn, have the ability to<br />
control their viewing consumption and<br />
to search content just as they do on the<br />
Web. Broadband delivery of video services<br />
will change how consumers access broadcast<br />
entertainment, and how companies<br />
provide it. Total freedom, flexibility and<br />
personalization are what consumers now<br />
possess in this new video age: the ability<br />
to access whatever they want, anytime,<br />
anywhere, on any device.<br />
Meeting the challenge<br />
187<br />
At the same time, companies face a<br />
host of difficult challenges in harnessing<br />
the broadband opportunity to drive<br />
high performance. Traditional models of<br />
communications and content consumption<br />
are fragmenting as more delivery channels<br />
are available to consumers than ever<br />
before. Considerable technological complexity<br />
underlies the apparently “simple”<br />
direct-to-consumer model.<br />
12.7<br />
Traditional players such as communications<br />
companies and broadcasters should<br />
evaluate transforming their operations<br />
and platforms to serve consumers’<br />
emerging needs and preferences, while<br />
also competing against aggressive new<br />
entrants from the content, high-tech<br />
and retail industries. Nimble business<br />
strategies are essential to cope with<br />
rapidly evolving monetization models<br />
and technology capabilities.<br />
<strong>Accenture</strong>: The strategies,<br />
technologies and platforms<br />
to achieve high performance<br />
The necessary package of deep<br />
technology skills, industry knowledge<br />
across communications, entertainment<br />
and high tech, and industrialized delivery<br />
capabilities is what makes <strong>Accenture</strong> very<br />
well positioned in the marketplace of<br />
broadband video platforms and solutions.<br />
Combining broad strategy capabilities,<br />
field tested video solutions and platforms,<br />
advanced video streaming capabilities<br />
and the ability to offer hosted capabilities,<br />
<strong>Accenture</strong> can help your company manage<br />
the complexities of an open IP delivery<br />
environment, and deliver a unified<br />
customer experience across multiple<br />
devices and platforms—televisions, PCs,<br />
mobile devices and more.<br />
67.3<br />
88.6<br />
201<br />
14.2<br />
Strategic insights, advanced broadband<br />
video assets and hosted services<br />
capabilities allow <strong>Accenture</strong> to deliver<br />
critical benefits to your company as<br />
you deliver innovative broadband video<br />
services to your customers:<br />
• Better return on investment based on<br />
smarter decisions about operating<br />
models and technology platforms.<br />
• Reduced operating costs through lower<br />
upfront investments and less expensive<br />
ongoing maintenance.<br />
• Access to leading-edge technologies to<br />
help companies maneuver the complexi-<br />
ties of video streaming over broadband.<br />
• Innovative customer experiences,<br />
resulting in higher satisfaction and<br />
better retention.<br />
• Increased opportunities for revenue<br />
generation, increased average revenue<br />
per user and interactive advertising.<br />
Ultimately, <strong>Accenture</strong>’s digital video<br />
capabilities and solutions can drive<br />
revenue growth and a rise in average<br />
revenue per user by increasing content<br />
usage and advertising generated-revenues,<br />
and by improving customer loyalty and<br />
retention.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 3
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> delivers digital video over broadband in a seamless user experience,<br />
and enables integration between broadband and broadcast digital video on devices, such as<br />
set-top boxes, Internet-enabled TVs, tablets, smartphones and PCs. The user experience can be<br />
integrated with linear programming, available through broadcasting or cable technology.<br />
These capabilities let operators give their customers more choice and control over<br />
entertainment and interactive experiences.<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> is a<br />
preintegrated platform based on<br />
<strong>Accenture</strong>-owned software components<br />
as well as commercial off-the-shelf<br />
products. The solution enables companies<br />
to launch new services quickly and<br />
economically while reducing the initial<br />
costs of IT and infrastructure set-up.<br />
<strong>Accenture</strong> helps reduce the risks and<br />
complexity of managing a project that<br />
often involves multiple third parties.<br />
Utilizing <strong>Accenture</strong>’s market-tested<br />
assets, providers can deliver a unified<br />
customer experience and digital TV—<br />
anytime and anywhere. By integrating<br />
the digital home with mobile devices,<br />
consumers can have a digital TV and<br />
video experience tailored to their<br />
interests and preferences, and delivered<br />
to their choice of devices, whenever<br />
they want and wherever they are.<br />
With the <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>,<br />
service providers gain the ability to<br />
engage and interact directly with their<br />
customer base and build deeper, more<br />
effective long-term relationships.<br />
Advertisers can reach their viewing audience<br />
with the same accuracy found in<br />
Web applications, allowing innovative<br />
advertising capabilities and campaigns.<br />
4 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
Innovations to support<br />
broadband video solutions<br />
Several important, market-leading<br />
technology innovations enable The<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>:<br />
<strong>Accenture</strong> Multimedia<br />
Service Delivery Platform<br />
Using a service-oriented architecture<br />
approach, the platform can expose and<br />
orchestrate business services, integrated<br />
with critical business support system and<br />
operating support system capabilities.<br />
Using the foundation of <strong>Accenture</strong>’s SDP,<br />
providers can expedite the entire service<br />
development and execution process.<br />
Multi-Channel Content<br />
Access <strong>Solution</strong><br />
This component provides a standard<br />
architecture and operational support<br />
from which communications and<br />
content companies can efficiently offer<br />
subscribers access to content across<br />
a wide array of devices. The solution<br />
standardizes the integration points<br />
between communications and content<br />
companies on the one hand, and<br />
programmers on the other, to allow<br />
for faster onboarding of programmers.<br />
Open Gateway for Service Development<br />
This <strong>Accenture</strong> asset gives companies<br />
an open, modular platform for service<br />
creation and execution, to be installed on<br />
the access gateway. The solution allows<br />
users to enjoy their multimedia content<br />
anywhere, anytime, on any device.<br />
Adaptive Streaming<br />
Through adaptive bit rate delivery on PCs<br />
and set-top boxes, <strong>Accenture</strong> can deliver<br />
broadcast-quality service—both standard<br />
and high-definition—in an open Internet<br />
environment, even if the broadband<br />
network is congested or unstable.<br />
Innovative services<br />
and features<br />
The consumer services made possible by<br />
the <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> include:<br />
Broadcast TV with video-on-demand<br />
and interactive applications<br />
<strong>Accenture</strong> provides seamless integration<br />
between live TV and video-on-demand.<br />
Through a broadband connection, users<br />
can access any movie or TV program<br />
(including catch-up TV services) just by<br />
using their electronic program guide.<br />
Interactive applications offered through<br />
this platform can enhance consumers’<br />
digital experience, while also allowing<br />
operators to gather important, real-time<br />
audience data.<br />
Support for content consumption<br />
over multiple devices<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> enables<br />
a convergent user experience for video<br />
entertainment across multiple devices,<br />
including set-top boxes, PCs and tablet<br />
computers. The solution can also quickly<br />
adapt to leverage state-of-the art and<br />
innovative technologies including
Figure 2. <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> Framework<br />
<strong>Accenture</strong> Connected TV <strong>Video</strong> <strong>Solution</strong> Set-Top Box Framework Gaming Console Android Tablet, Smartphones Laptop Mobile Phone iPadTM connected TVs, gaming consoles, Blu-ray<br />
systems and mobile devices including<br />
Android phones. This scalable capability<br />
can help companies leverage the power<br />
of the almost-continuous influx of<br />
innovative consumer electronics devices<br />
in the marketplace. With the <strong>Accenture</strong><br />
platform, companies can re-use functionality<br />
across devices, including login and<br />
customer profile, remote control and<br />
cross-playback, unified electronic<br />
program guide, favorites and alerting.<br />
Virtual linear channels<br />
Broadcasters can expand the number of<br />
traditional digital terrestrial television<br />
(DTT) channels, enabling viewers to skip<br />
forward and backward using the channel<br />
program guide.<br />
Personal TV experience<br />
With the <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>, each<br />
member of a household can generate<br />
a personalized profile, so the viewing<br />
experience they access and receive is<br />
tailored to their interests, habits and<br />
preferences. Users can customize their<br />
own TV interests, choose categories specific<br />
to their needs, share content with<br />
others, and configure the home TV as a<br />
personal viewing device with the same<br />
configuration used on the Web TV<br />
accessed with a PC. They can also use a<br />
mobile phone or PC to schedule TV or<br />
set-top box content—programming,<br />
recording and purchasing content for<br />
broadband video on demand and live<br />
broadcast events.<br />
<strong>Video</strong> Services / User Experience<br />
<strong>Video</strong> on Demand Catch Up TV Virtual Linear Channels EPG Content Recommendation Search Advertising App Store Settings<br />
<strong>Video</strong> Management and Streaming<br />
Network<br />
Multimedia Service<br />
Delivery Platform<br />
Legacy Systems<br />
Content Production & Management BSS / OSS<br />
Enhanced profiling to support<br />
targeted advertising and content<br />
recommendations<br />
Because users customize their viewing<br />
experience and create a profile of their<br />
interests, operators can understand<br />
their preferences more deeply. And<br />
that knowledge can command higher<br />
advertising revenues, attracting more<br />
advertisers who can target messages at<br />
a much more granular level. Having a<br />
viewing profile means that a person can<br />
receive content suggestions through an<br />
innovative content recommendation<br />
engine. This capability can increase video<br />
on demand service usage and revenue<br />
generation from pay-per-view events.<br />
Consumers can also receive more<br />
targeted personal advertising based on<br />
their profiles and viewing habits.<br />
Social network integration<br />
The <strong>Accenture</strong> solution helps providers<br />
to link their offerings to their preferred<br />
social network, enhancing the user<br />
experience and establishing a foundation<br />
for innovative services that leverage the<br />
power of social media.<br />
Digital Rights Management integration<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> helps<br />
companies address the challenge of<br />
distributing broadband and broadcast<br />
content with many different Digital<br />
Rights Management technologies and<br />
standards. AVS supports a multi-DRM<br />
approach.<br />
Advertising, Recommendation<br />
and Analytics<br />
User interface optimization<br />
Viewing video on different devices<br />
requires attention to the “unique form”<br />
factor and experience of each device.<br />
The <strong>Accenture</strong> solution calibrates graphic<br />
rendering for each device, tailoring the<br />
user experience according to the device’s<br />
capabilities.<br />
Device integration roadmap<br />
<strong>Accenture</strong> helps companies plot an<br />
effective path forward as new and<br />
different devices are enabled. Ongoing<br />
enhancements and releases of the<br />
<strong>Accenture</strong> platform support the integration<br />
of new generations of devices.<br />
Interoperability across<br />
Content Delivery Networks (CDNs)<br />
This functionality allows an operator to<br />
balance video streaming traffic generated<br />
by users from different devices (such<br />
as Web TV, set-top boxes, tablets) on<br />
multiple Content Delivery Networks—<br />
through pre-defined, specific policies<br />
(for example, percentage, time period,<br />
thresholds). This innovative capability<br />
allows for effective management of<br />
content distribution costs to network<br />
providers. Policies are easily configurable<br />
thanks to the dedicated user interface.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 5
Benefits of the <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
Rapid launch of services<br />
Because of the pre-integrated components of the<br />
<strong>Accenture</strong> solution, companies can launch services<br />
in a matter of months.<br />
Lower costs<br />
Companies achieve greater cost savings compared<br />
to traditional video solutions because the <strong>Accenture</strong><br />
offering is based on open standards and platforms.<br />
6 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
Reduced risk<br />
<strong>Accenture</strong>’s implementations with multiple clients<br />
around the world mean that our clients benefit<br />
from market-tested experience—proven to deliver<br />
measurable business value.<br />
Improved flexibility<br />
Based on the award-winning <strong>Accenture</strong> Service<br />
Delivery Platform, the open architecture of the video<br />
solution enables a more modular, scalable approach<br />
to meeting future requirements.<br />
Seamless user experience across multiple devices<br />
The solution enables users to watch a video on a PC<br />
or tablet computer, while simultaneously allowing<br />
them to control the same video (for example, stop/<br />
resume) from their TV.
A compelling user experience<br />
In a world where content is becoming a commodity,<br />
delivering a seamless and compelling consumer<br />
experience represents the distinctive success factor<br />
for a company delivering broadband video offerings.<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> user experience<br />
has been designed based on analysis of consumer<br />
behavior—both traditional audiences and those more<br />
at home in the digital environment.<br />
This has helped us identify and address the most<br />
important potential issues consumers might face<br />
in using digital video entertainment platforms.<br />
The result is an integrated, multi-device digital<br />
ecosystem that engages the audience, and that is<br />
able to effectively support both the “lean-back” and<br />
“lean-forward” experience.<br />
The user interface has been designed to present the<br />
most relevant and personalized information to<br />
consumers, integrating content in one unified stream,<br />
whether it’s a user’s favorite programming, recommendations,<br />
or linear and non-linear broadcasting.<br />
Thanks to this approach consumers will enjoy an<br />
enhanced content discovery experience and a much<br />
smarter and faster way to access their desired videos,<br />
even if they have to pay for them.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 7
TV screen<br />
Chosen For You<br />
A powerful recommendation engine<br />
enhances the customer experience<br />
providing suggestions coming from the<br />
user profile / behavior, customer base<br />
preferences and marketing rules. Through<br />
a graphic object carousel, user can select<br />
VoD of interest also filtering by category.<br />
HD content view through a set of UI<br />
mechanisms that optimize the HD<br />
viewing onto IP network.<br />
TV screen<br />
Your TV Channels<br />
Most watched linear channels are<br />
grouped together in one section (on<br />
every device), enabling a fast zapping<br />
powered by the recommendation engine.<br />
The recommendation engine is combined<br />
to statistics and editorial suggestions.<br />
TV screen<br />
Virtual Linear Channels<br />
VLCs are an inexpensive and innovative<br />
way to offer a traditional live experience<br />
through an “on-demand” playlist. The<br />
user has full control of the VLC, being<br />
able to use trick play functions and to skip<br />
backwards and forwards in the channel.<br />
Operators can easily increase the number<br />
of channels transmitted, overcoming<br />
the limits of broadcasting frequencies,<br />
satellite or terrestrials.<br />
TV screen<br />
My Content<br />
AVS offers a personal area in the user<br />
interface (both for connected TV Sets<br />
and STB) where users can access all<br />
content directly related to their customer<br />
experiences (e.g. purchases, recordings) or<br />
self-generated videos uploaded from any<br />
other devices including mobile phones,<br />
tablets and PC’s. Transparent login to<br />
user’s personal world (no User ID or<br />
Password needed).<br />
8 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>
PC<br />
Home Page<br />
The PC home page interface presents<br />
a powerful recommendation engine<br />
matching users’ behavior, marketing rules<br />
and publishing information. It includes<br />
a carousel of recommended content<br />
(For You) and also includes special<br />
content (most popular, recently added).<br />
PC<br />
Rollover Catalog<br />
Rollover capabilities enhance user<br />
experience, providing a quick preview of<br />
categories, subcategories and content.<br />
This capability allows the user to reach an<br />
area or content item of interest in a short<br />
and intuitive manner.<br />
PC<br />
My Content Upload<br />
In this area, users can upload selfgenerated<br />
content (e.g. video, images,<br />
music) by enabled device (PC and tablet)<br />
in the cloud, as well as make the content<br />
available on every device connected to<br />
AVS.<br />
PC<br />
Self-care Area<br />
A complete set of features that enable<br />
users to register to linear and non linear<br />
services, manage their own profile,<br />
subscribe to new services, access the<br />
status of their subscription and purchased<br />
services.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 9
Tablet Screen<br />
Home Page and Content Wall<br />
The home page interface presents a<br />
complete view of VoD information<br />
architecture. It includes carousel of<br />
recommended content (For You) and<br />
catalogue category tree (All categories),<br />
and also includes special content (most<br />
popular, recently added and favorites).<br />
This design provide a unified customer<br />
experience across different devices.<br />
Tablet Screen<br />
Social Network Integration<br />
In line with current trends, social<br />
networking is a key feature of AVS.<br />
Through integration with major social<br />
media platforms (Facebook™ and Twitter™),<br />
users can comment in real time, share and<br />
follow content suggested by friends, and<br />
gain credit through reward mechanisms<br />
for social activity.<br />
Tablet Screen<br />
Synch<br />
The convergent back end enables any<br />
companion device (e.g. tablets) to extend<br />
the customer TV experience, providing<br />
additional content related to the main<br />
stream on the TV. Wikis (e.g. Wikipedia™),<br />
Social Platforms (e.g. Twitter™) and stores<br />
are examples of how the AVS back end can<br />
broaden the customer experience.<br />
Tablet Screen<br />
Download & Go<br />
Users can not only enjoy their preferred<br />
content when connected through 3G or<br />
Wifi but can also download their preferred<br />
movie or series episode when online and<br />
watch them on the new iPad3™ even<br />
when offline and not connected to an<br />
IP network.<br />
Tablet Screen<br />
Audio Track Recognition<br />
AVS enables Social TV on a companion<br />
screen to augment the TV experience with<br />
Gracenote integration. Audio fingerprinting<br />
technology allows the user to instantly<br />
identify movies and TV programs in real<br />
time by simply “listening” to short sound<br />
clips. Simultaneously, the platform provides<br />
a link to similar content available on AVS.<br />
10 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong>
Gaming Consoles<br />
Voice control<br />
By speaking commands, viewers can<br />
request content, play, fast forward,<br />
pause and stop movie playback, receive<br />
recommendations or search and retrieve<br />
any TV program or series.<br />
Gaming Consoles<br />
Gesture Control<br />
Leveraging an innovative Kinect™ feature,<br />
Natural User Interface (NUI) enables users<br />
to control video content delivery with<br />
gestures, enjoying a personalized viewing<br />
and entertainment experience.<br />
Gaming Consoles<br />
Search<br />
In AVS for Xbox,™ there is a dedicated<br />
section to provide search capabilities for<br />
easier content research.<br />
WP 7.5<br />
Catalog<br />
Although mobile multimedia services have<br />
yet to become a powerful revenue engine<br />
for mobile carriers or content providers,<br />
growth is expected as mobile network<br />
bandwidth expands and more mobile<br />
handsets arrive equipped with supporting<br />
software. AVS is available on smartphones<br />
to catch this upcoming wave.<br />
WP 7.5<br />
Detail Page<br />
AVS on Windows smartphone provides<br />
users the benefit of expanded content<br />
catalog services. It allows users to stream<br />
TV shows and movies, available in the<br />
On-Demand catalog on the highresolution<br />
screen.<br />
WP 7.5<br />
My Content<br />
Users can check in the My Content section<br />
for their viewing histories, content most<br />
liked or planned to watch (favorites) and<br />
subscriptions.<br />
Catalog Detail Page My Content<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 11
Additional capabilities<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> is also enabled by our deep strategy, hosting and<br />
testing capabilities:<br />
AVS in the cloud<br />
The competitive and flexible nature of<br />
OTTV services means OTT providers need a<br />
way to establish services that is not cost<br />
prohibitive. A cloud-based service offers a<br />
cost-effective approach because there is<br />
no need to own the dedicated equipment.<br />
AVS is available “in the cloud,” providing<br />
an alternative delivery model to “on<br />
premises” in order to decrease platform<br />
and hardware Capex for Over-the-Top TV<br />
Operators. Cloud-based AVS is able to<br />
satisfy the needs of clients launching<br />
an Over-The-Top TV service for multiple<br />
devices, allowing reduced time-to-market<br />
and cost effectiveness and increasing not<br />
only their market penetration, but also<br />
their revenue potential. Cloud-based AVS<br />
provides a complete managed service,<br />
including Service Desk, Data Center<br />
Services and <strong>Video</strong> Operation. The service<br />
is provided by <strong>Accenture</strong> Software Cloud.<br />
Managed Operations<br />
Like a traditional television play out,<br />
operating an Over-The-Top TV service<br />
requires organizations and processes<br />
designed to deliver quality and continuity<br />
of service, with particular attention to<br />
prime time and live events, but with<br />
the added complexity resulting from<br />
the presence of a hybrid model TV-IP.<br />
A full featured Control Room enables an<br />
Operation Team to monitor every aspect<br />
of on-demand delivery. A powerful operating<br />
support system controls the status<br />
of the service on each device. From the<br />
platform to the network, each technical<br />
part of the service, response time and<br />
content delivery network performance<br />
is monitored to deliver a high-quality,<br />
end-to-end service. AVS operations<br />
employs the follow-the-sun operation<br />
approach ensuring our Global Delivery<br />
Center and Service Center Network is<br />
fully enabled to manage AVS operations<br />
locally or remotely 24 hours a day,<br />
7 days a week.<br />
12 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
CDN planning<br />
On-line video consumption is surging, and<br />
with it the volume of IP traffic coursing<br />
over Telco networks. Traffic volumes—<br />
already immense—will swell significantly<br />
in the next few years. Patterns of video<br />
consumption are diverse and differ greatly<br />
from traditional TV. They are changing<br />
fast and the new digital consumers have<br />
become more complex, taking more control<br />
of their viewing, creating personal<br />
programs and using different devices to<br />
enjoy content when and where they want.<br />
Customer demand is accelerating internet<br />
traffic volumes rapidly. From an Over-the-<br />
Top service provider perspective, bandwidth<br />
demand is not easily predictable<br />
and is affected by many factors, such as<br />
provided services, video formats, enabled<br />
devices, usage duration, concurrent playbacks,<br />
time of day, catalog refreshing and<br />
country bandwidth. The challenge is to<br />
determine consumption and accurately<br />
estimate peaks to satisfy the short-term<br />
and medium-term bandwidth needs.<br />
Concurrently, providers need to implement<br />
solutions to achieve the capacity needed<br />
and design an architecture that scales<br />
significantly in coming years. <strong>Accenture</strong><br />
has developed significant knowledge<br />
about the “Consumption Estimate Model”<br />
based on previous experience with KPN<br />
(Telco European Operator) and Mediaset<br />
(European Broadcaster).<br />
Supported Devices<br />
AVS enables a unified and convergent<br />
consumer experience that can be achieved<br />
across multiple devices, and personalized<br />
to individual behaviors. A wide set of<br />
innovative services can be deployed across<br />
a range of video-enabled devices available<br />
in today’s market, including connected TV<br />
sets, set top boxes, PCs, tablets, smartphones,<br />
gaming consoles and many others.<br />
Strategy services<br />
We help companies across the digital<br />
video ecosystem to plan and implement a<br />
comprehensive roadmap for the delivery<br />
of anytime-anywhere video services to<br />
a range of devices. <strong>Accenture</strong> has established<br />
practices in the communications,<br />
cable, high-tech, software, broadcast,<br />
filmed entertainment and retail industries,<br />
allowing us to understand multiple sides<br />
of the evolving business landscape—<br />
essential to defining how digital video<br />
solutions can be implemented and<br />
operated.<br />
We also have extensive experience across<br />
the wide array of potential business<br />
models companies may wish to leverage<br />
as they pursue new offerings for the<br />
digital consumer. <strong>Accenture</strong> has delivered<br />
multiple implementations of online media<br />
distribution platforms, including one of<br />
the first subscription-based online video<br />
platforms in the United States.<br />
Testing services<br />
End-to-end testing is exceedingly<br />
complex in the broadband video era,<br />
involving vendor products, software<br />
providers and communications operators<br />
across networks and geographies.<br />
<strong>Accenture</strong> offers a comprehensive<br />
outsourced testing service covering<br />
applications, devices and the network.<br />
Our industrialized testing processes<br />
help companies launch services and<br />
devices faster, while also reducing<br />
costs and turnaround times.
Case study<br />
Mediaset launches Over-the-Top services for TV,<br />
PC and other mobile devices<br />
Company background<br />
Mediaset Group is the first<br />
commercial broadcaster in Italy and<br />
a major media company in Europe.<br />
The group operates a wide range<br />
of broadcast and related media,<br />
including free-to-air generalist<br />
(Canale 5, Italia 1, Retequattro) and<br />
mini-generalist television (other<br />
Digital Terrestrial TV channels), pay<br />
TV (Mediaset Premium), TV drama<br />
and film production, broadcast<br />
infrastructure management and<br />
home shopping (Mediashopping).<br />
The company has also expanded its<br />
business beyond Italy by becoming<br />
the major shareholder of the Spanish<br />
broadcasters Telecinco and Cuatro<br />
and by acquiring Endemol—a leading<br />
global TV format producer. In 2010<br />
Mediaset Group reported consolidated<br />
net revenues of over €4,292 billion.<br />
Innovative Over-the-Top<br />
services for Mediaset<br />
The new Mediaset OTTV service, called<br />
“Premium Play,” is an innovative<br />
product that complements the<br />
company’s traditional linear TV<br />
premium channel offering, evolving<br />
the broadcaster’s capabilities toward<br />
convergent, personalized, multidevice<br />
models. In February 2011, <strong>Accenture</strong><br />
delivered a leading-edge technology<br />
solution for Mediaset that enabled<br />
the company to launch innovative<br />
Over-the-Top services as part of the<br />
Mediaset Premium (pay TV) offering.<br />
Mediaset customers can now enjoy a<br />
seamless consumer experience for<br />
accessing linear content, as well as<br />
nonlinear services such as catch-up<br />
TV, video-on-demand and virtual linear<br />
channels on the TV set. The solution<br />
also enables Mediaset to deliver<br />
video content to additional platforms<br />
including PCs, mobile devices and<br />
connected TVs, so that its consumers<br />
can create their own personal online<br />
TV experience.<br />
How <strong>Accenture</strong> helped<br />
Mediaset is leveraging the <strong>Accenture</strong><br />
<strong>Video</strong> <strong>Solution</strong> to deliver both linear<br />
content through the broadcast<br />
network and advanced interactive<br />
services through an open broadband<br />
network on industry-standard set-top<br />
boxes. The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
has helped Mediaset reduce the initial<br />
high cost of IT and infrastructure<br />
setup. It also supports several<br />
advanced applications such as<br />
targeted advertising, personalized<br />
content recommendation and<br />
adaptive streaming, depending on<br />
available bandwidth.<br />
An important enabler to the rapid<br />
delivery of this solution was<br />
<strong>Accenture</strong>’s Innovation Center for<br />
Broadband in Rome, where a team of<br />
specialists design and deploy complex<br />
solutions for leading media organizations<br />
and service providers around the<br />
globe. The Center serves as a hub for<br />
the development of leading-edge<br />
broadband and broadcast solutions<br />
based on <strong>Accenture</strong>’s experience and<br />
knowledge, functional and technical<br />
skills, assets, methodologies and<br />
delivery capabilities.<br />
High performance delivered<br />
The service for Mediaset enriches<br />
the traditional TV consumption<br />
experience and will bring a new level<br />
of engagement typical of the online<br />
world—flexibility and greater<br />
consumer choice. In addition, this<br />
solution will enable new ways for<br />
Mediaset to enhance customer<br />
relationships, strengthen customer<br />
loyalty—especially with younger<br />
generations—and will boost advertising-generated<br />
revenues and content<br />
usage, all critical objectives for<br />
broadcasters as the role of the<br />
television continues to evolve from<br />
home television to personal television.<br />
According to Franco Ricci,<br />
managing director at Mediaset’s<br />
RTI, “We selected <strong>Accenture</strong> as our<br />
innovation partner because of its<br />
leading broadcast industry vision<br />
and its expertise and deep knowledge<br />
in communications network<br />
technologies, IT applications and<br />
video content delivery as well as<br />
management solutions. The ability to<br />
launch this new service represents a<br />
significant step forward for Mediaset<br />
to become a truly multimedia and<br />
multiplatform company while maintaining<br />
our content and technology<br />
leadership position in the current<br />
dynamic and competitive market.”<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 13
Case study<br />
The <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> helps KPN be “Overthe-Top”<br />
in the Dutch TV market in record time.<br />
Company background<br />
KPN is a leading information and<br />
telecommunications provider in the<br />
Netherlands, offering wireline and<br />
wireless telephony, Internet and<br />
television (TV) to consumers, and<br />
end-to-end telecommunications,<br />
information and communications<br />
technology (ICT) services to business<br />
customers. In Germany and Belgium,<br />
KPN pursues a multibrand strategy<br />
in its mobile operations, and its<br />
two companies—E-Plus and BASE—<br />
together are ranked third in the<br />
market. KPN provides wholesale<br />
network services to third parties<br />
and operates an efficient Internet<br />
protocol-based infrastructure with<br />
global scale in international wholesale<br />
through iBasis. At the end of<br />
December 2010, KPN’s TV and Internet<br />
customers were at 1.2 million and<br />
2.5 million, respectively. In 2010, KPN<br />
reported revenues of €13.4 billion.<br />
Business challenge<br />
In a swiftly evolving telecommunications<br />
and ICT market, it is critical<br />
for companies to be able to bring<br />
innovative products and services<br />
rapidly to the market. “First to<br />
market” is what makes leaders in<br />
an already crowded marketplace.<br />
This race is also fuelling a<br />
convergence revolution that is<br />
radically changing the way technologies<br />
interact with each other and<br />
presenting people with a whole<br />
new digital ecosystem of services<br />
customized to the preferences. ICT<br />
companies must deliver convergent<br />
services ever more rapidly and look<br />
for innovative ways to integrate<br />
previously separate technologies,<br />
such as voice, data and video.<br />
14 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
For a broad telecommunications<br />
service provider like KPN, this<br />
presents a business environment<br />
rich with opportunities that it must<br />
translate into reality faster than its<br />
competition.<br />
To defend market share in the<br />
broadband space and gain a leading<br />
position in the Dutch interactive TV<br />
(iTV) market, KPN wanted to launch a<br />
new offering in linear and nonlinear<br />
video distribution over broadband<br />
networks—Over-the-Top TV or OTT-TV.<br />
For KPN, the payoffs of successfully<br />
integrating the Internet and TV are<br />
manifold. iTV will help KPN differentiate<br />
itself in the highly competitive<br />
Dutch TV market. Second, iTV can<br />
help improve customer loyalty by<br />
providing richer and higher-quality<br />
“anywhere and anytime” services,<br />
helping increase revenue per user<br />
and attract new customers. Third,<br />
it positions KPN well to increase<br />
advanced advertising revenues<br />
through better customer profiling<br />
and targeting in the future.<br />
How <strong>Accenture</strong> helped<br />
To maximize the business opportunity<br />
arising from personalized on-demand<br />
services, KPN realized that its OTT-TV<br />
service needed to be brought to<br />
market on multiple devices. KPN<br />
asked <strong>Accenture</strong> to provide a seamless<br />
consumer experience by making<br />
iTV Online content available on a<br />
personal computer, Apple iPad™ and<br />
Android Tablet, alongside conventional<br />
devices. And to meet evolving client<br />
expectations, it wanted to gradually<br />
scale and enrich the offering in terms<br />
of features, devices and capacity.<br />
To enable a differentiated and<br />
interactive consumer experience for<br />
KPN customers, <strong>Accenture</strong> leveraged<br />
the AVS solution to design a set of<br />
new, leading-edge iTV functions for<br />
the PC, Android tablet and iPad.™<br />
High performance delivered<br />
The innovative, high-quality OTT-TV<br />
service—KPN iTV Online—delivered by<br />
<strong>Accenture</strong> has helped KPN become<br />
the first to field this innovation in<br />
the high-potential OTT-TV market in<br />
the Netherlands. The pre-integrated<br />
assets and industrialized development<br />
processes available at the <strong>Accenture</strong><br />
Innovation Center for Broadband<br />
enabled <strong>Accenture</strong> to deliver the<br />
service in record time and improve<br />
KPN’s time to market to less than<br />
five months—from start of the project<br />
to the initial piloting phase.<br />
The successful launch of iTV Online<br />
has significantly altered the Dutch TV<br />
landscape as KPN beat competition to<br />
launch the service first. Collaborating<br />
with <strong>Accenture</strong> to bring this innovation<br />
to life, KPN has been able to<br />
provide an unprecedented customer<br />
experience, helping it strengthen its<br />
leading position in the broadband<br />
space and grow its TV market share<br />
in the Dutch TV market.<br />
According to Eric Kuisch, Head of<br />
Network & Services at KPN, “We<br />
need acceleration and rigor to help<br />
us succeed in bringing innovative<br />
TV services to market; we know<br />
<strong>Accenture</strong> can do this as no other.”
<strong>Accenture</strong>’s distinctive delivery capabilities<br />
Trusted provider<br />
<strong>Accenture</strong> works with 18 of the world’s<br />
top 20 communications companies and<br />
41 of the top 50 operators. We have<br />
collaborated on network transformation<br />
projects with 95 of the top 100 global<br />
service providers in the last five years.<br />
We have won multiple industry awards as<br />
a trusted delivery provider to our clients.<br />
Research-based knowledge<br />
Utilizing our industry and business<br />
experience, our groundbreaking—and<br />
ongoing—research program helps<br />
determine the key ingredients of high<br />
performance and provides unique insights<br />
into the characteristics and practices that<br />
make organizations outperform their<br />
peers. We can use our research to link our<br />
work to our clients’ measurable improvements<br />
in business performance.<br />
Industry experience across the<br />
broadband video ecosystem<br />
<strong>Accenture</strong> has deep industry experience,<br />
delivering solutions across the communications,<br />
cable, high-tech, software,<br />
broadcast, filmed entertainment and<br />
retail industries.<br />
Longstanding alliance<br />
relationships<br />
Another important <strong>Accenture</strong> differentiator<br />
is our powerful network of alliances.<br />
These relationships help us leverage<br />
unique, leading-edge products to tailor<br />
the right solution for our clients, instead<br />
of force-fitting unique needs and<br />
environments onto proprietary platforms.<br />
Global reach and scale<br />
<strong>Accenture</strong> has the global reach, breadth<br />
of capability and flexibility to help<br />
operators develop comprehensive<br />
solutions quickly and cost effectively.<br />
Our prized set of global assets and<br />
resources help develop and deliver<br />
advanced capabilities for our clients.<br />
Innovation centers<br />
Our innovation centers located in Murray<br />
Hill (United States), Rome (Italy) and<br />
Bangalore (India) identify innovative<br />
applications for new and emerging<br />
technologies, support the development<br />
of demonstrations and prototypes, and<br />
assist clients with key technical skills.<br />
Some of our areas of focus include:<br />
broadband services, next-generation<br />
consumer experience, service-oriented<br />
architecture (SOA), information management,<br />
technology infrastructures and<br />
open source technologies.<br />
Leading industry delivery<br />
<strong>Accenture</strong>’s outstanding delivery<br />
capabilities help your company achieve<br />
extraordinary business results through<br />
reliable, cost-effective and consistently<br />
high-quality services. With 120,000<br />
professionals in more than 50 centers,<br />
<strong>Accenture</strong> offices and client locations,<br />
the <strong>Accenture</strong> Global Delivery Network<br />
is one of the largest and most diversified<br />
groups of professionals in the world.<br />
<strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong> 15
The <strong>Accenture</strong> difference<br />
<strong>Accenture</strong>’s extensive experience, strong industry reputation, distinctive innovations and<br />
market-tested assets differentiate us in the marketplace.<br />
<strong>Accenture</strong> is a leading provider of services and<br />
solutions that can help companies increase their<br />
ability to generate innovations and launch new<br />
products and services faster, with less cost and risk.<br />
For example, <strong>Accenture</strong> has the largest installed base<br />
of SDP implementations—more than 50—at wireline,<br />
wireless and cable companies around the world,<br />
delivering services to an estimated 300 million<br />
customers. We support some of the world’s largest<br />
implementations for clients that include traditional<br />
telcos and broadcasters, as well as a growing base<br />
of non-traditional players including 4G companies<br />
and mobile virtual network operators.<br />
Experience and strong industry reputation<br />
<strong>Accenture</strong>’s work with clients consistently earns<br />
industry recognition:<br />
• Fortune magazine has named <strong>Accenture</strong> the most<br />
admired IT services company for three consecutive<br />
years. 5<br />
• The Global Telecom Consulting Market Analysis 6 of<br />
2009 named <strong>Accenture</strong> the “unchallenged market<br />
leader” in terms of telecom consulting revenues,<br />
with a global market share of 16.4 percent.<br />
• In a 2010 report, <strong>Accenture</strong> received an overall<br />
“Very Strong” score from Gartner in the Strategic<br />
Scorecard for Vendors of Next-Generation Service<br />
Delivery Platforms. 7<br />
16 <strong>Accenture</strong> <strong>Video</strong> <strong>Solution</strong><br />
• In another 2010 report, Gartner also ranked<br />
<strong>Accenture</strong> first in worldwide revenue and market<br />
share for BSS, OSS and SDP for cable, satellite and<br />
multisystem operators. 8<br />
• Infonetics Research’s recent SDP vendor survey<br />
concluded that service providers also rated<br />
<strong>Accenture</strong> highly for management and for our<br />
SDP product roadmap. 9<br />
The International Association of Outsourcing<br />
Professionals has acknowledged <strong>Accenture</strong> as the<br />
global outsourcing market leader for three consecutive<br />
years.<br />
<strong>Accenture</strong> and 3 Italia were honored for deployment<br />
of mobile TV services based on DVB-H technology at<br />
the 2007 IEC InfoVision Awards.<br />
<strong>Accenture</strong> was awarded first place in the 4G Service<br />
Creation & Development category at the 2008 CTIA<br />
Emerging Technology Awards.<br />
5 Fortune Magazine/Hay Group, “World’s Most Admired Companies Study, 2010,”<br />
March 2010.<br />
6 Hot Telecom, Global Telecom Consulting Market Analysis 2009, (4th edition).<br />
7 Gartner Inc., “Market Insight: Next-Generation Service Delivery Platform<br />
Market Overview and Strategic Scorecard for Vendors, 2010,” Martina Kurth<br />
and Jouni Forsman, 21 June 2010.<br />
8 Gartner Inc., “Market Share: Telecom Operations Management Systems<br />
(BSS, OSS and SDP), Worldwide, 2007-2009,” Martina Kurth, Kamlesh Bhatia<br />
and Norbert Scholz, 30 April 2010.<br />
9 Infonetics Research, “SDP Deployment Strategies and Vendor Ratings:<br />
Global Service Provider Survey,” Shira Levine, October 2009.
Contact us<br />
To learn more about how <strong>Accenture</strong><br />
can help your company achieve high<br />
performance by deploying services,<br />
content and infrastructure for advanced<br />
broadband video solutions, please<br />
contact:<br />
Angelo Morelli<br />
Sales Lead<br />
angelo.morelli@accenture.com<br />
Francesco Venturini<br />
Offering Lead<br />
francesco.venturini@accenture.com<br />
Giovanni Gagliardi<br />
Product Lead<br />
giovanni.gagliardi@accenture.com<br />
This document is produced by consultants<br />
at <strong>Accenture</strong> as general guidance. It is not<br />
intended to provide specific advice on your<br />
circumstances. If you require advice or<br />
further details on any matters referred to,<br />
please contact your <strong>Accenture</strong> representative.<br />
Disclaimer<br />
All images and titles in the “A Compelling<br />
User Experience” section are reproduced for<br />
demonstration or illustrative purposes only.<br />
They remain the copyright of the owners of<br />
said material.<br />
Copyright © 2012 <strong>Accenture</strong><br />
All rights reserved.<br />
<strong>Accenture</strong>, its logo, and<br />
High Performance Delivered<br />
are trademarks of <strong>Accenture</strong>.<br />
About <strong>Accenture</strong><br />
<strong>Accenture</strong> is a global management<br />
consulting, technology services and<br />
outsourcing company, with more<br />
than 246,000 people serving clients in<br />
more than 120 countries. Combining<br />
unparalleled experience, comprehensive<br />
capabilities across all industries and<br />
business functions, and extensive<br />
research on the world’s most successful<br />
companies, <strong>Accenture</strong> collaborates<br />
with clients to help them become<br />
high-performance businesses and<br />
governments. The company generated<br />
net revenues of US$25.5 billion for<br />
the fiscal year ended Aug. 31, 2011.<br />
Its home page is www.accenture.com.