Euromedia November December - Page 22

coverstory1012_cover story 10/12/2015 18:22 Page 5 quality. I personally don’t think there is any winning solution for truly unmanaged devices in the home. The only way would be to take control of the endpoint – for example, by a customised app. But, of course, consumers want more flexibility and to not be cornered into one provider’s app. So then either the consumers lower their expectations (which have been traditionally low for online media), or operators figure out how to squeeze better service quality solely at the content source – for example, by offering better encoding or providing caching closer to the point of consumption. are significantly lower. In fact, consumers readily accept some degradation of quality while watching 4K video content re-encoded to a lower resolution to make it more suitable for a smartphone or tablet device. However, over time, these expectations will surely “4K distribution in the home will put increasing pressure on home gateway bandwidth.” Triveni: In the terrestrial broadcast environment, consumers expect high QoS. Likewise, there is a strong customer demand for superior QoS in a cable operator environment where the service is managed. In the OTT realm, video quality expectations change. VeEX: This is something that is really hard to do, because monitoring and ensuring proper delivery of any service encounters cost. Whether it is monitoring tools, with or without the cloud, virtual or not, with or without additional HW, there is a cost involved. Also, if you are trying to maintain a network with traffic that does not generate revenues with the same QoE as one that does, it will not work. I think we are currently in a transition phase, where in a year or so we may see different types of services with additional costs. Service Providers will be able to generate money from these unmanaged devices and at the end of the day, someone has to foot the bill. Euromedia: With bandwidths under increasing pressure and no prospect of streaming standards, how will 4K pressurise the system further and how can T&M de-risk the challenge? Bridge: When you are dealing with higher bandwidth, you will be getting much closer to the point where you saturate your capacity and problems occur. With the right kind of monitoring you can sail closer to the wind to get more data through by knowing exactly where the boundaries of the delivery systems are, and not stepping over them. You would Analytics help monetise online video The increasing use of Internet protocol (IP) enabled devices has fuelled massive video consumption and, in turn, driven the need for online video analytics (OVA) solutions globally. Publishers, advertisers and service providers have come to the realisation that OVA solutions are essential to device effective strategies to monetise from targeted video services. Analysis from Frost & Sullivan finds that the market earned revenues of $189.4 million in 2014 and estimates this to reach $472 million by 2020. Due to a rapid adoption of OTT services, supported by the proliferation of mobile 22 EUROMEDIA devices, user-generated online video has grown substantially. As a result, advertisers and publishers have begun to divert their resources to online channels, boosting the prospects of OVA solution providers. “The demand for premium TV content on online channels has also increased due to the popularity of live global sporting events,” said Frost & Sullivan digital media industry manager Hiral Jasani. “This has highlighted the need to identify real-time consumption behaviour and measure the effectiveness of online video and online video advertising by adopting sophisticated OVA solutions.” However, the lack of standardisation of measurement metrics offered by OVA platforms, coupled with the diversity of devices and video formats, has led to confusion in the market and prevented these solutions from going mainstream. Instead of taking the risk of investing in third-party OVA solutions, the market has been using home-grown or bespoke solutions. With no standardisation in terms of measuring audience engagement, viewership or quality of online video, the market has become fragmented. As a result, there are only a handful of pure-play OVA solution providers globally. “The OVA market will remain fragmented, as publishers, advertisers and service providers each try to control their ends of video delivery and cl Z[H