Motama offers a complete set of products for building IPTV and OTT networks, including hardware and software for content distribution. Their products include gateways for converting broadcasts to IP streams, encoders/transcoders for formatting content, and streaming servers supporting various delivery protocols. A unified video delivery architecture is proposed to increase bandwidth utilization by adapting streams to devices and supporting multicast delivery to reduce network traffic. Building a successful OTT strategy requires defining the target market, choosing a business model, acquiring content rights, developing a flexible platform, designing workflows, packaging content appropriately, determining pricing, marketing effectively, and leveraging user demographics.

1. Any service you are receiving over the internet
that is NOT provided directly by your Internet
Service Provider
What is OTT?-
Let’s revise

2. What is the
infrastructure
required for OTT
delivery ?

3. • ISP
• Set of Modems
• Remote Access Server
• SMTP Server
• Web Server
• Routers
• CDN
• PoPs/edge servers/
• Origin servers
• Request routing mechanism
• Delivery
(set top box,
tablet,
smartphone, PC
,etc.)
A content delivery
network (CDN) is a
system of distributed
servers (network) that
deliver webpages and
other Web content to a
user based on the
geographic locations of
the user, the origin of
the webpage and a
content delivery server.

4. * 4

5. Motama offers a complete set of products for building your IPTV and OTT
backbone, including DVB gateways, encoders/transcoders, and streaming servers
and protocols for content distribution.
TVCaster™ is an integrated DVB receiver, descrambler, remultiplexer, and
IPTV server for converting DVB to IP.
CodecCaster™ offers a high-performance transcoding solution for live
content in IPTV and OTT.
AdCaster™ is our solution for regional and targeted replacement and
overlays of adverts for IPTV and OTT.
RelayCaster™ enables reliable and secure contribution and distribution of
live streams for IPTV and OTT over cost-effective public Internet links.
PolyCaster™ is a streaming server for live content serving PC browsers,
mobile phones, tablets, and set-top boxes.
CDN-OTT
example
http://www.motama.com/cdn.html

6. The gray circle shows the physical
broadcast access networks that
reach the end user.
The small green circle
shows a third-party
telecoms (or cable) network
which provides the end
user with internet access
through an ISP
streamingmedia.com
http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating-
strategies-for-video-streaming-97565.aspx

7. The blue circle outlines the
broadcast operator’s operational
networks, where the content is
prepared and distributed to the
physical access networks.
The orange circle
represents the internet,
where, for example, a
pureplay CDN might
operate.
point A shows a critical
interface where the MHEG
app, or similar EPG details
that announce the
existence of any OTT
content over the traditional
broadcast network, is
established.
streamingmedia.com
http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating-
strategies-for-video-streaming-97565.aspx

8. Red line: the cost of network transit between the pureplay OTT
providers’ CDN edge and the end is free to the broadcast
network if it is delivered by the pureplay OTT operator and
distributed through the end user’s chosen ISP. This is the lowest
QoS SLA and accordingly the cheapest OTT model, but it is also
usually good enough for most consumers.
In yellow line model, end users may subscribe directly to
Netflix as an extra expense on top of their basic broadcast
package subscription.
streamingmedia.com
http://www.streamingmedia.com/articles/editorial/featured-articles/ott-delivery-creating-
strategies-for-video-streaming-97565.aspx

9. Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England
http://compeng.ulster.ac.uk/iu-
atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2
0Internet.pdf

10. Figure. 1 gives a representation of how content is
currently distributed. A content asset library stores prerecorded
media that can be combined with a live source if
required to create a broadcast stream, that is then broadcast
by traditional methods, terrestrial, satellite and cable. The
stream can also be multicast via the IPTV architecture to
consumers’ set top box for viewing using a variety of
protocols. IPTV is able to implement bandwidth reservation
and admission control, however this means that the
implementation of the architecture requires both a large
initial capital expenditure and technical expertise from the
network provider.
The OTT architecture takes existing content from the
asset library and after compression transmits it individually
to IP enabled devices that have adaptive clients on board to
view the content or in the case of Quavlive [13] the adaptive
logic resides server side. The HTTP protocol is used,
however specific content is only available on specific
devices, for example OTT is only available on the IP
enabled devices. The OTT architecture is not reliant on
specific network infrastructure or technical expertise,
allowing a broader range of services to create a streaming
media node.
Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England

11. Proposed unified
architechture
Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England
http://compeng.ulster.ac.uk/iu-
atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2
0Internet.pdf

12. Figure. 2 gives a representation of how this proposed
unified architecture might look. Assets from the compressed
library can be combined with a live source and
advertisements to create a single stream that is transmitted
using either unicast or multicast and can be presented as
either Video on Demand, Linear TV or catch up television.
Bandwidth utilisation should be increased, as streams are
suited for the display devices. Multicast facilities will be
available allowing for a reduction in core network traffic
while improving upon existing Over-the-Top services.
Proposed unified
architechture
Published in a research paper from BT Innovate
& Design, Adastral Park, Ipswich, England
http://compeng.ulster.ac.uk/iu-
atc/publications/A%20Unified%20Architecture%20for%20Video%20Delivery%20Over%20the%2
0Internet.pdf

13. Getting started
OTT
http://www.piksel.com/2015/04/ott-service-fundamentals-10-
components-successful-strategy/

14. 1. Defining Your Market1. What is the general age and gender of the market I’m targeting?
2. Where does my targeted demographic currently go to watch various forms of
media?
3. What type of media do they typically consume?
4. How much are they willing to spend on a piece of content? Or would they be
willing to spend on a service?
5. What size is the market?
6. What is the market’s general amount of free time to consume video content?
7. What is their preferred length of content they enjoy?
8. What is the type of genre of content enjoyed?
9. Level of engagement watching video content
10. Level of abandonment watching video content
11. Preferred type of advertising (are there certain products/categories the
targeted demographic will turn away from?)
Do they watch or turn away from specific length of advertising

15. 2. Defining Your Business Model
McKinsey has proposed four potential business models for telecom and media companies to
engage in the OTT market:
• Own Device - this model centres around selling a device that can be connected to different
OTT services. While this is naturally consumer electronics manufactuers' turf, many telcos
and cable operators have participated in this model.
• Fully-integrated Service - this model involves the provider selling a seamless and
integrated TV service, including content, interface and device. This has been the traditional
playground of telcos and pay-TV operators.
• Content Aggregator - a content aggregator sells content via an aggregation service that
can be accessed using various devices. Media aggregators such as Hulu and online aggregators
like Netflix dominate in this model.
• Open User Interface - this model relies on a user interface that can be used on any device
to view any content. Google plays heavily in this model, with its Youtube video service and
Android operating system for mobile devices.

16. 3. Content Licensing and Acquisition
how you can accommodate exclusive rights
for content to further drive viewer
engagement?
Acquiring best content for your money

17. 4. Building a platform to meet market
requirements – How do you do it?
building a platform from scratch or adapting an
existing one internally?
Resources needed to:
1. Design the platform interface (front and backend)
2. Code your platform to fit various device and application
specs (such as a Roku box or Smart TV app)
3. Design the ecommerce portion for processing payments
4. Integrate a digital rights management solution to protect
your content

18. 5. Designing internal workflows for content provisioning.
You need teams to handle support requests, eliminate bugs and
other code issues
A team that analyses market trends and bundles
content together accordingly
back-end of development of a platform,
to the front-end handling user requests

19. 6. How to package your content
Figuring out the right plan of how to promote
distribute the content

20. 7. Pricing your content
1. What your competitors are charging for similar content
2. How many competitors are vying for the same market
3. The quality of the content you offer
4. The quantity of content (this includes you’re overall library
and the amount of content within specific categories such as
genre or content format)
5. What is it cost to acquire your library of content

21. 8. Marketing your content – building
a strong brand identity

22. 9. Leveraging your demographics

23. 10. Pulling it all together