This document provides an agenda and overview of strategic OTT development. It discusses OTT from the perspective of the end user experience and value to operators. It examines leading company OTT propositions and strategies, as well as content collaboration challenges. Finally, it explores potential OTT strategies companies can take going forward, including opportunities in devices, platforms, and leveraging content, applications, and improving the user experience across multiple dimensions.

1. Strategic Overview of OTT Development

2. AGENDA
What is OTT to End User
· OTT user expectation, user experience on multi-screen
· OTT variation and innovation
What is OTT value to Operator
· Telco Vs MSO / STB Vs Platform / OTT opportunities matrix
Leading Company OTT proposition
& strategies
· Market proposition / Device strategies / Platform strategies
OTT content collaboration
· Content provider Vs content service provider
· Leading Company’s challenge & proposition towards content
cooperation

3. OTT IPTV CABLE TV
?

4. Satellite TV
Wall Garden
TT Internet Content
Service Core & CDN
Manage, monitor, and operate
service End to End from content
to network. Provide solution of
delivery, subscriber mgt, content
mgt, product and market mgt
Cable TV
IPTV
O

5. Over The Top TV
What is OTT uniqueness ?
Smart TV
“Internet on Big Screen”
Application TV
Social TV
Interactive TV
Connected TV

6. OPERATOR DEVICE
Home Network
OPERATOR PIPE
Network Access
OPERATOR CLOUD
Contents & Apps
Service Platform
An OTT Mission
CP/SP/DeveloperInternet contentsTV content source

7. • Cloud base & ubiquitous
• Multi-play (access & devices)
• License content, social content & personal content
• Integrated user experience of big screen, tablet, mobile
ANYTIME ANYWHERE ANY CONTENT

8. Mirroring
Smart Remote
Airplay
Interactive DLNA
Ubiquitous Play

9. New Generation OTT Experience
Smart Remote Application control Play-shift & Mirroring
video & audio
Local
Media
Online
Media

10. OTT Generic Experience
Open
Android
HD /SD
IP Video
DLNA
Connectivity
Communication
Application
Support
IP Video STB functionality
Live / Time shift/ VOD
EPG (Terrestrial TV )
PVR supported
1080P/720P
Gigantic Android ecosystem
Instant volume apps of
Games. Music, Utility
Tailor made
apps store
USB Cam Mic I/O
Google talk &
SKYPE 3rd
party
Video call enable
Smartphone
remote control
Video airplay
Screen mirroring

11. 1. Operator w/o IPTV Low cost to increase BB value
OTT values & propositions to operator

12. IPTV
Content Head-end Broadcast operation
Managed network
CND & DistributionDSLAM Multicast
Platform & Middleware
VS
OTT
STB
Platform & Middleware
STB

13. Young segment Reduce acq. cost Multiple commitmentRetain ARPU CRM Management
Broadband
Business
OTT x FTTH Bundling
Low cost service operation
FMC VAS cross selling
Acquisition Retention
OTT offers all-encompassing value to telco from effective
customer acquisition to economical broadband business
operation INFORMA

14. 1. Operator w/o IPTV
2. IPTV operator
Low cost to increase BB value
Business outreach ADSL majority
OTT values & propositions to operator

15. OTT to create new push to re-use ADSL
Leverage IPTV
investment:
Platform, Content,
Branding
Retain ADSL
value
Comparable IPTV
value to ADSL
majority
Upsell OTT to IPTV by
Upsell ADSL to FTTH
Penetrate to
Competitor’s network

16. Pay TV
OTT
OTT
Internet
cloud
Internet
content
VAS to
Cable TV
Carrier
D
Carrier
C
OTT
Carrier
B
Pay TV
Pay TV beyond
own network

17. Revenue Model of OTT to Operator
Telco IPTV
Bundle with
IPTV
ADSL / FTTH
subscription
OTT video
service
subscription
Telco wo IPTV
Telecom service
on STB
MSO / Cable TV
Bundle with
ADSL / FTTH
subscription
OTT video
service
subscription
Bundle with
Cable TV
subscription
Direct Revenue Indirect Revenue

18. Operator’s control points in OTT
Infrastructure
Network
Access
Connection
OTT
Devices
• Gateway of
QoS
• Network traffic
management
• CDN
ownership
• Broadband user
base
• Access with
content bundling
• Network
functionality <->
device integration
• Device distribution /
access bundling
• OTT service gateway

19. LEVEL 2
LEVEL 1
Guarantee bandwidth to Operators
network
LEVEL 3
Data Center Hosting (MS)
Content Delivery Network Hosting
OTT Business Model for Operators
Business QoS
SERVICE
Payment
Ser Promotion
DEVICE
Embedding
Update
ACCESS
Lose
bundling
Hard
bundling
Technical QoS
Priority streaming traffic mgt end
to end & PCRF Management
CP

20. OTT Transformation
Business
Broadband
(ADSL FTTH LTE)
VAS
New Media
Convergence Service
Service
Internet on
big screen
(Apps & Content)
Multi-screen entertainment
Media hub & home cloud
Home communication solution
User
Experience
Single service
Single access
Single screen
Ubiquitous service
Multi access & screen
Interactive & connected
Device Internet boxes All in Home gateway
Hybrid box
Home NAS
PVR & Streamer
Modem & router

21. STB Vs. Platform in OTT business

22. Network Centric
Voice
Messaging
Connectivity
Service Centric
Music & Games Handset
Tablet
IPTV
STB
RBT MNS Pocket wifi
Game console
M Commerce
Connection devices
Device Centric
Connection x CPE x Service Convergence = New Telco Service Sales Strategy
Telco Service Towards Device Appeal
(When Network becomes homogenies)
Rational
+
commodity
Impulse
+
personal trendyEnd user decision on Telecom Service
Bundling Bundling

23. Device driven opportunities
When CDN / platform demand has yet to come:
• STB plays as a premium gadget for customer acquisition (broadband or LTE)
• STB Android openness is the key driver to operators to embed Telco service at low cost
• STB selection variety targets: 1) Different functionalities and form factors to customer
choice. 2) Different price levels to operator to provide flexibilities of box – service bundling
• STB aims at short life cycle as CPE that Operators are expecting to roll out new models for
every 9 to 16 month in the market
When platform demand is due (CDN, NPVR, Home Cloud, Apps Store):
• STB plays as a Telco’s product to provide ongoing Telecom service to end users via STB
• Telco branded STB creates customization environment for differentiation in the market
• STB with platform should integrated convergence capability (FMC, VOIP, Personal Cloud)
• STB to become all in one home gateway which integrate modem + OTT box + wifi router
+VOIP as one

24. IPTV
Telecom service demand
FMC
Convergence
RCS on Terminals
VOIP and Video Call
Fixed <-> Mobile <-> Internet
Call & Message MGT:
Transparent forward, Unified
fixed & mobile SMS voice
message center
Solutions
Customers
Demand
Cloud Telecom Service
Home Cloud Storage for
multiple users
Video storage w format
conversion to multi devices
Smart device sync & back
up
NPVR & Network Drive
download
Teleco Apps store to house
VAS applications download
Telecom unified portal with
subscription & billing
Home surveillance
Parental control
Cloud Storage & Service
Content Trans-coding by
Smart CND
NPVR & STB automatic
upgrade
Apps Store Online
user portal Smart
home on
Terminals
OTT service defined by Telco

25. OTT Platform & STB Opportunities Matrix

26. OTT Sales Strategies Matrix
MSO
Broadcaster
Cable TV
TELCO (Fixed & Mobile)
IPTV No IPTV LTE
Video Platform
Sales
Hosting & MS
Devices
Sales
Devices Sales
Devices SalesFocus
Video
Platform
Devices Sales
CDN
CDN
Cloud
FMC
Cross sell MS MSCDN CDNMS
Long shot Long shot Quick shot Quick shot

27. Change of End User Expectation 1. End user see STB = CPE gadget
2. Android compatibility is expected
3. STB is more than just watching video
Operator Demand Change
Product offer not up to date
Change of Stake Holders
1. STB demand > Platform demand
2. CAPEX to OPEX, Premium to Product
3. Lead from CTO to CMO
4. STB come first, platform follows
5. Platform demand beyond CDN
1. Platform are blooming in MSO CSP market
2. CDN & CSP are essential to Telcos go OTT
3. Strong OTT demand from Telco wo IPTV
Our Challenges in OTT….

28. Leading Company Possible OTT
Strategies Forward

29. Leading Company OTT market & product
positioning
Market
positioning
Product
Positioning
MSO
Broadcaster
Cable TV
TELCO (Fixed & Mobile)
IPTV No IPTV LTE
Target regions Tier
1 & 2 TV & Cable
TV operators
Cross network CDN
capability
IPTV extension
E2E solutions
Enable deployment
on telcos
Add value to
broadband
Enable broadband
product platform
Accelerate 4G base
Differentiate from 3G
Enable fixed MBB at
home
New business from
IPTV to capture
open market
E2E solution:
• Multi-play
Platform
• STB
• MS & Hosting
• Cross network
CDN
STB selections
Expandable telco
products in future
Cloud &
convergence
LTE home gateway
Expandable telco
products in future
Cloud &
convergence

30. OTT Device Strategies
OEM
• High-end STB
• All in one gateway
• Hybrid STB
• Customized STB
• Carrier grade
Complete Platform
• IPTV / OTT
• FMC, Convergence
• CDN, DSM
• Remote mgt
ODM
• Low-end to mid range
STB at low cost
• Selections varieties in
functionalities & form
factors
• CPE grade
• Fast product life cycle
Basic Platform
• Portal mgt
• Cloud
• DSM

31. CDN Convergence Cloud
Platform more than streaming
• Monetize network value
• Develop QoS for Internet
paid content over Telco’s
network
• Create CDN platform to
3rd party CSP for B2B
revenue
• Enable 3rd party with multi-
screen & convergence
• Create seamless FMC user
experience
• Cross sell multi-play VAS /
RCS service
• Telco service differentiate
from competitor and CPE
• Develop STB behavior
beyond video usage
• Connect Telco Cloud for &
fast deployment
• New Service without STB
installation
• Cloud Storage and
application to bundle into
broadband service
Telco’s pipe value

32. Content Partnership Challenges from IPTV to OTT

33. IPTV content partnership is a straight forward license
wner of the TV service
model that
Telco is the sole business o
boratio mo
to CP/ SP to harvest the content business o
whereas
IPTV content license model
OOTTTTccoonntteenntt cpoalrltanbeorsrhaitpioins amcoodlelal n
•Video platform
•Content operation
•Content promotion & mkt
CP/SP Partner’s
del that TelcoCuastosmaern
Ownership
enabler n their own
Direct license
•Branded TV Service
•IPTV platform & STB
•Content operation
•Marketing & Sales
Aggregator
Customer
Ownership
Telco
Broadband
& Telco TV
Service
Operator’s
PIPE + Device
Operator’s Payment option
Marketing
Telco
Broadband
service
CP/SP
Content
Service

34. Differentiator IPTV OTT
Business agenda
Telco Broadband + TV Broadband & innovation
CP / SP B2B licensing revenue B2C Business revenue
Ownership
Telco End to end PIPE + Device
CP / SP Content right
Content / Operation / Platform /
MKT Sales / CS
Customer
relationship
Telco Tight Loose
CP / SP Remote Tight
Content strategies
Telco Wall garden Internet openness
CP / SP Exhaustive licensing Exclusive content
Mainstream revenue
Telco Subscription of IPTV + Broadband Subscription of broadband
CP / SP License fee + RS Content subscription, advertising,
commerce
Key partners
Telco CP, platform & STB provider SP & STB provider,
CP / SP Telco Telco, hosting, STB & platform
provider, Internet company
Business Dynamic from IPTV to OTT

35. Existing content service
Self sustain business model
Subscription, Advertising, Sponsorship
Non operator subsidies
To Indentify CP/ SP partners on OTT
Content delivery capability
CDN / streaming solution
Editorial, CMS, Marketing & promotion
Harvest the domestic market & beyond
Local content goes overseas for new business
Internet PC, Mobile, Tablet
Content right & able to manage end user

37. DEVICES PLATFORM
CONTENT
& APPS
USER
EXPERIENCE
OTT Dimensions to Focus

38. Thank You!