Mobile and DSL carriers continue to experience bandwidth overload as the market continues to expand. HEVC is a “game changer’ by reducing required bandwidth between 30-40%, allowing mobile operators the flexibility to charge premium rates for additional picture quality (PQ).

1. HEVC
Enabler for
Premium
Mobile and DSL
Video
March 2014

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Overview
• New ‘hybrid’ TV Experience with premium live events enhancing the conventional VOD offering-
creating differentiation, stickiness and enabling new business models.
• Mobile devices proliferation opening up opportunity for rapid add of ‘eyeballs’ but with some unique
challenges.
• Mobile Architecture : User session based, good for long tail yet not optimized for live
streaming (eMBMS coming). Long term multicast support essential.
• Limited bandwidth so intelligent use of bandwidth (e.g. leveraging analytics) essential for the
most efficient use of resources
• Today 2 discrete networks i.e. Video (HE – Client) and a Mobile (Gi Node – Mobile): Success
of Mobile Video requires one network with common understanding of policy, QoS, Analytics
etc to ensure successful video service delivery.
• E2E Architectural play required leveraging best in class elements of Video and Mobility –
content acquisition, encoding, distribution and delivery – else technology disjoint in E2E Video
chain

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• Today Video is the ‘data tsunami’ for Mobile
• Picture Quality (PQ) is correlated to resolution (bit rate) : HD approx 2.5 Mbps
• Lower the bandwidth significantly and maintain same PQ – ‘Game Changer’
• Increase the PQ, same bandwidth – ‘Game Changer’
• HEVC is the next generation Video Encoding technology that will offer 30-40%
reduction in Bandwidth today, with a target of 50%+ in next 18 months
• HD services now possible in 1.25 Mbps, Very good PQ for smartphones @ 600-800
kbps
• HEVC opens up major new opportunities for Premium Mobile Video Services
HEVC – One Key Element of the E2E Video Chain

4. Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Enabling Live HD experience on mobile networks
Cisco AnyRes Live Video HEVC Compression
Note 1: MB-SC: Broadcast Multicast Service Center
IP
DASH
SDI
Tablets / Mobiles
3G
PC
Tablets / Mobiles
LTE
PC
Tablets / Mobiles
Broadcast (eMBMS)
Unicast (Regular OTT)
CDN
MB-SC1
Cisco AnyRes Live with very low bitrate video
enabled by HEVC and DASH will feed either
3G networks or LTE (4G) networks
HEVC Compression
improves bandwidth
efficiency by 40-50%
Cisco AnyRes Live

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Cisco AnyRes Live
HEVC & Adaptive bit rate encoding
Resolution
AVC
(kbps)
HEVC
(kbps)
Bitrate
saving
PC/ iPad / Galaxy S4
iPhone
4/5
Nokia
N97
Premium Standard
1280x720 2500 1500 40% ✔
1024x576 2000 1200 40% ✔ ✔
960x540 1400 900 35% ✔ ✔ ✔
640x360 1000 650 35% ✔ ✔ ✔ ✔
480x270 600 420 30% ✔ ✔
416x234 400 280 30% ✔ ✔
• Upgrade user
experience with same
BW
• Reduce cell/network
load – lowering BW
• Expand existing wireline
footprint to 17.5Mbps
• Differentiate device types
• Differentiate end-user experiences
through intelligent clientsUse ABR to
Use HEVC to

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 Dynamic Manifest file manipulation
 Intelligent clients will receive default maximum ABR profiles
per individual access technology
 Leveraging Quantum Analytics, can throttle down the default
maximum bitrate profile allowed by the manifest file
 Adaptive Rate Limiting
 Each ABR client operates on a fixed bandwidth pipe
• Automatically adjust size of each pipe as ABR load changes
• Also adjust pipe sizes to allow for clients that don’t use their
full share
 Dynamically add encoding profiles for Live events
 Encoders will run with a standard set of profiles (e.g. 8) that
cover non premium live events.
 To support Live events, additional encoding resources would
be ‘spun up’ in the cloud to add additional high quality profiles
 Aligned with eMBMS use cases
Cisco Thought Leadership : Advanced Live Video Delivery
Resolution
HEVC
(kbps)
Wifi
4G /
LTE
3G
1280x720 3000
1280x720 2000
1280x720 1500
1024x576 1200
960x540 900
640x360 650
480x270 420
416x234 280
Manifestfilefor
High-endSmartphoneortablet

7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
 Encoding expertise : significant in house experience in encoding and
delivery of broadcast quality Video
 In-house development of HEVC encoding technology optimized for
challenging high value content – e.g. Sports
 Industry leading Picture Quality – field proven (NFL, NBA, MLB)
 Dense, cost effective solutions – SW / Cloud and HW based
 Integration with multiple DRMs, Content Management, Advertising
and distribution solutions
Why Cisco for HEVC

8. Thank you.