A guide to getting started online For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

1. Content reach and viewer’s access,
made easier and convenient
Your guide to getting started
Jamal Bnari | Etisalat
21 Sep 2010

2. Table of Contents
 Media and the Internet
 User Behavior
 Network Impact
 Etisalat Framework
 The Platform
 The Screens
 The Success
 The Strategy
 The Goal

3. Media and the Internet
Consumption
Popularity
Global Traffic
Drivers
Popularity: Source: Vol 8., No.3, March 2010, OTT Video: Service Providers Face a Gathering Storm, Global Traffic: Source: Cisco VNI 2009, Consumption: Source: commScore Feb
2009

4. User Behavior
• Over-the-top (OTT) video is rapidly gaining popularity
• Hundreds of millions of users viewing video online each day
• No longer watching short, low quality clips of user generated content
on YouTube
• Now watching TV shows, films, and other professionally created,
high quality video content

5. Network Impact
• Video is responsible for the majority of the traffic on the internet and
will grow 5xs over the next few years
• Video quality and resolution is improving steadily, HD video is now
being offered over the Internet
• High quality video means high-bitrate streams
• Impact on network is now worse than P2P traffic in the past

6. The Etisalat Framework
components of technical framework
Operation Sub Systems / Business Sub Systems
 Ingest: Content Owners/Partners (CPs)
upload the best possible quality for all
Control (AAA, DRM) types of content and formats that it
wants to make available for end-user
consumption (e.g. audio, images, video,
TV files)
Screens
 Manage: CPs add the associated
Content metadata to uploaded/ingested content.
Using an online tool kit, CPs determine
Content Providers
PC what content goes to what service, no
Transcoding
Metadata Screens matter the network or screen type
Content
Partners
Internet
 Prepare: The CPs need not worry about
what format the content should be in
Applications Kiosk when set to be delivered to users as part
Screens of a service offering to an end-screen.
The platform ensures that the content is
in the right format no matter the network
Advertising and target screen
Mobile
Screens  Deliver: Content is delivered to Etisalat
subsidiary subscribers users via the
appropriate network or anywhere in the
world through the Internet
Ingest Manage Prepare Deliver Monetize  Monetize: CPs monetize their content
because their content is consumed by
users no matter the screen

7. The Platform
 services creation
 ability to upload content in the best
possible quality once, and then
depending on the „screen‟ or destination
device, content is automatically
„transcoded‟ to the right format
 ability to manage the delivery of content
to any screen or devices that are
integrated with the platform
 full reporting of all views, ads, user
uploads, membership, etc.. Is included
in the back-office
 content management
 content can be managed for delivery to
any screen
 Content can be syndicated to any other
media player from the same platform
seamlessly
 full tracking and reporting of all content
delivered to users including content that
is syndicated

8. The Screens
OTT-PC
(Web
Portal)
OTT- OTT-PC
Mobile (W7
(WAP) App)
Etisalat
eCMS
Mobile Platform
App
(3G)
OTT-TV
(STB)
IPTV

9. The Success – PC
 the numbers were compelling
 millions of media views (over 40million)
 millions of pre-roll ads (over 27 million)
 millions of post-roll ads (over 1.4 million)
 very high click-thru rate (11.54%)
 benefits of providing the platform
 able to tell the story to possible advertising
partners
 additional business, including in-UAE
broadcasters
 leveraged our infrastructure
 provided great content to users on a global
basis
 gained the confidence of content owners
that we can handle their content and
deliver an experience efficiently and cost
effectively

10. The Success – Single platform,
Multiple Implementations
DMI Media Portal (API implementation) E-Junior (using standard media player)
http://videos.ejunior.a
http://www.dubaimedia.ae
e

11. The Success – PC + TV

12. The Success – Mobile
 the mobile wap vod platform
 offers users easy access using
wap page on mobile to content
 no data charges to browse
available media
 flexible business models: “all-you-
can eat” subscription, pay per
download, pay per download
package, combination
 Immediately reach 35m mobile
users with edge devices or higher
and 12m+ mobile users with 3G
devices, in 7 etisalat territories
 benefits to content owners of
http://waphost.no/
http://waphost.no/ platform
_preview.php?na
me=ejunior&ipho
_preview.php?na  ability to create mobile vod
me=mbctv&iphon offerings using same platform as
ne=1
e=1 for PC and TV
http://waphost.
no/_preview.ph  Upload high quality content into
p?name=fcb&i the platform and seamlessly create
phone=1 new service offerings (includes all
transcoding and presentation)

13. Success - Monetization
Leader Board Banner: This banner Ad Video Banner and Movie
will appear each time that the user Banner: Ad videos can be placed as
clicks on a specific Category. pre-rolls or post-rolls and an
associated banner will appear over
Set up of this banner is one time and the play-list area BEFORE the users‟
change requests are done within one selected clip plays (if pre-roll) or
business day. Double Click DART before the next clip (if post-roll) can
also supported and the banner is be viewed
clickable.
This banner is clickable and
The banner size is 728x90. managed through the MMS.
This banner not manageable via
Video Window Banner: This banner Double Click (DART) at this time.
can be sponsored and can be
programmed to appear each time The banner size for this area is
that a user comes to the media 336x280.
player from a link on any website.
Set up of this banner is one time and
change requests are done within one
business day. Double Click DART is
NOT supported and the banner is Movie Banner: A separate „movie
NOT clickable. banner‟ can be sponsored, which will
appear while the selected video is
The banner size is 546x412. playing.
This banner is clickable and managed
through the MMS.
Interactive Area Banner: This
banner is a fixed, but clickable
This banner not manageable via
banner, but mostly is used to deliver
Double Click (DART) at this time.
a message to the user.
The banner size for this area is
Not managed through MMS or DART
336x280.
at this time.
The banner size is 537x109.

14. The Strategy
content
connected integrate application  audio, video and gaming content as well as related
content and platforms to
what
derivatives (e.g. ringtones, wallpapers, voting tools etc.)
enable content  entertainment, information, commerce
partner partners to reach  professional, semi-professional, user-generated
strategy users
networks
 mobile broadband (higher than 2.5G)
deliver digital media 
connected services via the
broadband internet (ADSL, ADSL2+, FTTH)
network  cable
most appropriate
access method
how  satellite
partner
through different  IPTV-networks
strategy types of networks  DTT
screens
connected ensure exceptional  mobile devices (e.g. mobile phone, in-car entertainment,
user experience by PMPs)
where
hardware intuitive usability for  PC-screen
partner user interfaces and
 TV-screen
strategy processes across
screens  kiosk Systems (public interactive screen)

15. The Goal: Multi-screen, Multi-territory
Delivery
Friendly & Trendy
consuming
media
consuming interactively
media in a Friendly & Trendy
Friendly & Trendy highly content in the
entertaining right format is
delivered to TV
content in the
right format is
delivered to accessing
content in the mobiles media
right format is
interactively
delivered to
the PC
eCMS content in the
right format is
delivered to
kiosks in multi-
platforms

16. thank you and q&a