SCTE 2010: What is Cable’s Path to ROI with IP-Delivered Services?
In this brief video discussion, Cisco’s Director of Video Solutions Marketing, Murali Nemani talks candidly about “what’s in it for cable” to deliver a suite of IP video services. In his view, it’s a three-step process that’s already beginning.
First, sending video services over bonded DOCSIS channels means pursuing the only path to those 15 billion video-hungry, IP-enabled end points which analysts predict will be present at the end points of the broadband network within 5 years. Whether “managed” (by the cable operator, such as cable modems and set-tops) or “unmanaged” (purchased by consumers), those IP end points will be seeking video over broadband.
Second, the continued attention and investment in DOCSIS 3.0 rollouts will help fend off competitive broadband “speed wars” while laying the foundation for video delivered over IP. Cable operators have the plant capacity, spectrum, and scale to reach an unprecedented footprint of IP end devices.
Lastly, cable’s continued work on the “video back end,” from content delivery networks (CDNs) to set-tops and next-generation gateways, will help the industry permeate the IP video marketplace and drive adoption across the U.S.
Forgive us if this sounds self-serving, but, we at Cisco have worked side by side with cable operators since the very beginning. We mean the very beginning back in the late 1950s. Consider this, the cable industry pioneered what is now the foregone conclusion that is broadband connectivity. Before that, cable operators pioneered the delivery of multichannel video.
We were there in every major chapter of the cable industry’s pioneering effort. Our Scientific-Atlanta video roots worked alongside cable, from the late 1950s onward, to build the plant, analog set-tops, addressable set-tops, and, ultimately, digital video systems.
Cisco contributed substantially to what is now the DOCSIS cable modem, and everything that fuels it. We look forward to taking this third step with our customers, in shifting video services to yet another round of “additional outlets” – this time, IP-connected end devices. In short: We’ve done it so many times before, cable. Let’s do it again!