ADB paves the path to online and
mobile era
BY WOJCIECH DOGANOWSKI
In the age of the Internet,
broadband networks have
become a public commodity over
which even video and TV services
can be streamed, not necessarily
needing a closed network to
reach the consumer.
Also, devices have gone
through a transformation. Where
before they were dedicated
terminations for a closed network
— such as mobile devices for
mobile networks, or TV sets and
set-top boxes (STBs) for a pay-TV
network — today they are universal
termination of Internet. Technology
is not exclusive to the pay-TV
operators anymore.
In this situation, there is a
place for new business models,
for instance, a pure-play over-the-
top (OTT) service like Netflix. This
brings about the creation of virtual
pay-TV operators, who successfully
delivered video services directly
to consumers over the top of
unmanaged network.
When TV networks enter the
consumer market, the customer
relationship management (CRM) is
still mostly exclusive to the pay-TV
operator, and this is where pay-TV
operators still have an advantage
over broadcasters and premium
channels.
Our role, here at ADB, is to
support all pay-TV operators with
the tools they need, including
helping them to identify the
winning strategies and the
equipment required. Our peers are
the people of business, marketing
and CRM (sensu stricto), not just
the technologists.
From a traditional on-premises
technology provider concentrating
on custom projects, ADB has
transformed to a service provider
of agile solutions to accommodate
to the new ways of the TV
business.
As the technology of video
delivery is now becoming a
commodity, the service needs to
be built on a foundation, as it is
still the core of pay-TV. However,
a modern service requires more
than just video delivery. It has to
ADB’s graphyne2 platform is designed to deliver a cloud-optimised solution for next-
generation pay-TV and OTT operators.
include the following components
— personal recommendations,
advertising tools, intelligence
and analytics, marketing
communication, monetisation and
payments, user experience (UX),
and content management.
Without these components,
all TV players, regardless pay-TV
operators or broadcast networks,
will be left to fight the battle
of filling technology gaps and
driving every penny from video
subscription and advertisements
while overlooking the move to the
Internet and consumer devices.
ADB positions itself as the provider
of solutions for extending the
video offer with aggregation,
recommendation and direct-to-
consumer (D2C) marketing on all
devices — a gateway to a plethora
of D2C offerings.
ADB’s answer to this challenge
is graphyne2, the personal TV
solution ready to help pay-TV
operators quickly meet subscriber
demands in a multi-screen
connected world. Built on a stable
platform, graphyne2 goes further
by embracing the cloud, allowing
rapid adoption of new consumer
demands including personal
recommendations and interactivity
to enable new revenue drivers
such as advertising insertion and
targeted marketing.
The graphyne2 UX app is
fully customised and gives the
‘connected’ operator flexibility
in managing the look and feel
remotely through the App
Configurator Tool. The design
provides seamless UX between
multiple devices. It runs on ADB’s
software stack, Android, iOS, as well
as various third-party solutions.
The graphyne2 app, when
integrated with graphyne2 STB
UX, allows broadcast-centric pay-
TV operators to migrate into the
connected world and addresses
the modern needs of the consumer.
Additionally, the graphyne2 second-
screen application is a companion
for the TV experience, allowing the
users to easily access real personal
recommendations matching
personal daily schedules.
The ADB graphyne2 service
delivery platform covers both the
broadcast and IP/OTT metadata
required to run the pay-TV service.
In the case of broadcast network
live DVB-S/C/T or IPTV, metadata
are delivered in compliance with
DVB standard, while in the case of
IP/OTT, they are delivered online via
application programming interfaces
(APIs).
The graphyne2 STB UX can
run on most of the STBs existing
in today’s networks. The ADB
graphyne2 end-to-end suite is pre-
integrated with the service delivery
platform, which is shielding the
internal APIs from external world.
Third-party services are integrated
at the headend side, which means
that in most cases, there is no need
to modify the device software
while exchanging the headend
components and services. Thanks
to this flexible approach, ADB can
add or upgrade the functionality
with no need of expensive
recertification.
To find out more about
graphyne2, visit booth 1H1-07 at
CommunicAsia2017, or go to
www.adbglobal.com.
Wojciech Doganowski is VP of Personal
Solutions Product Marketing, ADB.
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