VDoR: Video for all with Download on Request
On-demand video streaming has enjoyed a rollercoaster ride across the globe in terms of both user numbers and revenue. It’s now common for communication service providers (CSP) to offer VoD, either on their own or under partnerships that generate revenues from data usage and, sometimes, content sales.
However, what about customers who won’t pay a premium for the instant delivery of videos or operators who lack the required network resources to deliver a true on-demand experience? Is it still possible to profit from video content?
This answer perhaps lies with a new network-centric video delivery model: Video Download on Request (VDoR)
VoD: Rise and shine
Since 2007, video on demand (VoD) services and their business models − subscription VoD, transactional VoD, and ad-supported VoD − have blossomed worldwide. Companies such as Netflix, Hulu, and Amazon Prime stream million of hours of videos daily. Complementing this, most pay-TV providers have some sort of pay-per-view option so customers can enjoy the latest blockbusters for a fee.
All these services require stable, low-latency, and fast broadband that can cope with the stringent demands of streaming video. The higher the resolution, the faster the broadband must be – Netflix recommends 3 Mbps for DVD quality and 5 Mbps for HD quality.
Most users don’t know that parameters like network latency and jitter also play a crucial role in delivery: If latency and jitter aren’t minimized, user experience may suffer with choppy audio and video even with fast broadband networks. Obviously, large communication pipes with low latency and low jitter require heavy investment from CSPs.
One or two bills
In this ecosystem, two models emerge: The simplest is when the CSP is or appears to be the owner of the movie the user wants to watch. In this case, users don’t want to be charged both for content and delivery, and expect to pay a single fee.
The second model is when the video is delivered by an Over The Top (OTT) third-party content provider. The customers must ensure their broadband service is good enough for the quality they wish to enjoy. Such separation of services has led many CSPs – in particular mobile operators – to partner with OTT-video service providers. This partnership, which often involves a subsidy for a monthly membership fee, is now sweeping the world. Two examples are Vodafone, which grants a free one-year Netflix subscription to people in the UK, and Tele2 Sweden, which allows its customers to choose between a two-month free subscription to Viasat or HBO Nordic. By looking at the financial and operational results of these mobile operators, it’s clear that subscribers who opt for their video bundles consume much more data and often upgrade to a higher usage tier compared with those who don’t. Thus, even if these operators have to spend money subsidizing OTT video providers on behalf of their customers and invest in their networks, the total business scenario seems to be positive.
Not everyone can join the party
To increase data usage, lower churn, and raise brand awareness, there are many examples of mobile operators across the world that are pushing video services to their customers: Turkcell is offering Turkcell TV+ subscriptions to its mobile-only customers in Turkey. Verizon in the US is strongly promoting its video applications NFL, Indy, and Go90. Telia in Sweden and Claro in Brazil offer subscriptions with zero-rating for video-intensive applications such as Facebook.
These are all examples of convergent or mobile operators promoting video-streaming applications that place a heavy burden on the network but which instantly deliver a smooth video experience in the user-selected resolution and without delay. This arrangement works because users are prepared to pay for this privilege, while the operators have the deep pockets required to make the necessary CAPEX investments to prepare the networks in advance. But what about operators whose customers do not have the financial resources, network connectivity or willingness to pay a premium to ensure this instant-on video experience? And what about operators that only provide wireless broadband or have limited FBB coverage? They may not want to promote video services, because too many customers at the same time will require lots of bandwidth, which may congest their networks and ultimately result in unsatisfied customers.
Is VDoR the new black?
The VDoR solution proposes a third business model: Operators can bundle a new video-service that’s on-request. While traditional on-demand services are both chosen and delivered instantly, this new service is a compromise. Users must place a request for a video in advance which is then downloaded – not streamed – to their devices at the network’s convenience over a maximum timeframe that was previously agreed upon, for example, 24 hours.
From the operator’s perspective, bandwidth and latency requirements are greatly reduced, and providing this service is much less risky and lucrative. Although the experience is not truly on-demand for users, they can still choose the movies and TV shows they want to watch. It’s up to the operator (or operator and video content partner) to package this service in such way that makes “the wait” worthwhile. Certainly, there will be plenty of room to create a compelling offer, especially compared with the previous two resource-heavy on-demand services that are more expensive.
Network-driven video
One interesting feature of this proposed service is its network-centricity. If the download occurs instantly, many benefits and savings for operators are lost because devices will attempt to pull all the data at once. As video services tend to peak during evening hours, there’s a high probability that network congestion will occur with streaming services.
Under the VDoR model, the customer requests a video, and the network pushes the content downstream in the most effective and economical way. Thus, the network and operator are central to the service. OTTs cannot go it alone because a technical partnership between the operator and content provider is essential for this new service to work.
Filling a void
VDoR suits customers who can’t afford the double charge of video content plus instant delivery and customers served by CSPs whose business doesn’t really benefit from providing VoD. But, this new service will only be successful if it provides enough advantages for the customer. Of course, the number one advantage should be price, which isn’t difficult to demonstrate because CSPs’ data charges would be substantially lower, and probably zero-rated. Another advantage is smoother play. Even the best networks may suffer video playback issues from time to time, including freezing, distortion, interruptions, and sound issues.
Application scenarios
We’ve already mentioned the most obvious case of wireless broadband coupled with price-sensitive customers, but the VDoR model can be extended to other cases:
Scenario 1: No Fixed Broadband
One scenario is a middle-class home that lacks high-speed fixed broadband or only receives low-speed ADSL due to the lack of infrastructure in the area where they live – a common scenario in many developing countries. Using wireless technology to power the family’s large 46” TV set with HD content for two to three hours every night is possible but not practical. Even if this customer has a relatively high data allowance of 5 Gb to 8 Gb, they can only watch a handful of movies before running out. They need a solution for unlimited movies, but upgrading to 50 Gb to 80 Gb is not financially viable.
Scenario 2: Limited Fixed Broadband
Imagine a retired couple on a fixed income in a developed country. Their current 2 Mbps fixed broadband service is well-suited for their intake of Facebook, banking, and news, but it isn’t enough for them to watch HD movies. They could upgrade to 5 Mbps, but they feel that doing so is a waste of money because they’re not avid movie watchers. The VDoR model would allow them to keep their existing subscription and pay an extra fee for only the videos they choose to watch, delivering income to the operator and content to the couple that neither would otherwise get.
Scenario 3: Good Fixed Broadband
On the high-end side of the scale, 4K, 8K, and 3D movies require customers to subscribe to very fast networks – 100 Mbps or even 1 Gbps – which may be much more than the user needs or is willing to pay. VDoR would let allow these customers to watch advanced content without an overly expensive monthly subscription, which most people aren’t prepared to pay for anyway.
The lowdown: It’s all about the download
VDoR fills the gap when VoD is prohibitively expensive to the customer, the operator, or both. Huawei has helped operators around the world design and implement video solutions and believes this idea has strong market potential. Huawei is ready to take VDoR from the drawing board to implementation in a triple partnership between Huawei, local video-content providers, and operators.
