Cisco Systems announced continued momentum on its leadership with service providers around the world in delivery of video/IPTV services over its IP Next Generation Network (IP NGN) reference architecture.

Cisco has unmatched video/IPTV networking deployment experience, with platforms and technologies that enable scaling to millions of subscribers quickly and easily and with a lower total cost of ownership (TCO) than others. Cisco’s approach enables providers to improve the subscriber experience and increase average revenue-per-subscriber (ARPU) by offering enhanced viewing options, improved security and proven reliability. This is based on improved service control, intelligence within the aggregation layer and scalability at the network core. The Cisco IP NGN architecture gives providers an open platform for service differentiation, allowing them to move beyond video/IPTV to develop and deliver a variety of integrated media services in the connected home.

“Cisco provides service providers with extensive experience in delivering video/IPTV and IP-based rich media services through a broad technology solution,” said Mark Bieberich, Director, Communications Network Infrastructure, Yankee Group. “By addressing fundamental challenges in carrier IP networks and the connected home and combining proven routing, bandwidth management and service control offerings, Cisco IP NGN gives service providers the solutions required to guarantee end user quality-of-experience.”

Video/IPTV requirements vary greatly depending on whether the service is a managed video application such as broadcast IPTV, an interactive communications service such as video conferencing or third-party content detection and management. Cisco offers an open, standards-based approach to video/IPTV deployment with multiple middleware vendors, headend platforms, conditional access devices, video servers and IP set-top boxes.

“Cisco’s leadership in video deployments over IP can be attributed to continuously enabling providers to grow subscriber bases, increase revenues and reduce churn,” said Mike Volpi, senior vice president and general manager of Routing and Service Provider Technology, Cisco.

“We do this by enabling three layers of convergence — network convergence, which saves providers money; service convergence, which binds networks and applications together; and application convergence, which helps them drive revenue. Only IP next generation networks that encompass all three can truly drive growth of advanced services, including video.”