Alcatel-Lucent 5920 User manual

Alcatel-Lucent
5920 Multimedia
Content Manager
Complete system for launching
and monetizing multiscreen,
multimedia content services

Alcatel-Lucent 5920 Multimedia Content Manager2
The Alcatel-Lucent 5920 Multimedia Content Manager (MCM)
is the one content-management system that can replace service
providers’ content-system silos and manage content for multiple
screens, including mobile, PC and IPTV. With its cost-cutting and
innovative marketing, merchandising and pricing functions, the
Alcatel-Lucent 5920 MCM dramatically increases content revenues.
A fully integrated and automated end-to-end solution for manag-
ing the lifecycle of media assets from ingestion, through partner
management, to end-user delivery, the Alcatel-Lucent 5920 MCM
allows you to launch and monetize multimedia-content services
while reducing complexity, operating expenses and time-to-market.
With seamless support for Microsoft®Mediaroom™ IPTV as
well as integration in other IPTV/broadband deployments, the
Alcatel-Lucent 5920 MCM enhances on-demand content market-
ing, processing and delivery capabilities.

Alcatel-Lucent 5920 Multimedia Content Manager 3
The content market is maturing and
becoming hypercompetitive. Mobile,
broadband, IPTV and converged
service providers are being challenged
for their market share by device manu-
facturers, content owners, aggregators,
traditional retailers, social-network
owners and Internet over-the-top
(OTT) retailers.
Growing swiftly, the content market
is being driven by improvements in
data-network speed and capacity and
the increasing availability of digitized
content. End users want a seamless
experience across the expanding num-
ber of devices/screens that consume
this content.
Leveraging legacy
content assets
With such growth and competition,
service providers want to leverage
their multinetwork assets. Challenges
for service providers with “old”, siloed
content-services infrastructure
include managing content rights,
increasing the efficiency of content-
processing workflows, and marketing
across multiple screens, especially for
video on demand (VoD).
Consolidating content-
management services
and infrastructure
Service providers are replacing less-
capable content-management systems
(CMSs) and consolidating content-
management/services infrastructure.
Many older systems support a single
content type, such as games, with
no capacity for multiscreen content
management and limited marketing/
merchandising capabilities, content-
partner support and overall capacity.
In addition, Telco 2.0 initiatives are
driving service providers to open
their infrastructure and storefronts
to third parties in exchange for
transaction and service fees.
Orchestrating content-service
delivery
With a unifying layer for service
management and subscriber-data
collection, the Alcatel-Lucent 5920
MCM provides unique orchestra-
tion of service delivery, dramati-
cally increasing multimedia-content
revenue from your existing systems
while significantly lowering operating
costs. Its multiscreen support results
in a unified mobile- and broadband-
content experience across subscriber
screens and devices.
SUPERIOR MARKETING TOOLS
The Alcatel-Lucent 5920 MCM offers
integrated marketing campaigns
that allow you to sell more content
through targeted merchandising and
advertising, with a “shopping mall”
approach that encourages subscribers
to buy more.
MODULAR, SCALABLE
ARCHITEC TURE
The Alcatel-Lucent 5920 MCM
architecture can handle a wide range
of mobile, IPTV and convergent ser-
vice providers, OTT content aggre-
gators and content mixes. With the
ability to grow with service providers’
subscribers and content catalogs,
deployed Alcatel-Lucent 5920 MCM
systems are supporting 200,000 to
75 million subscribers.
Meeting multimedia-content market challenges
According to ABI Research,
the number of viewers who
access video over the Web will
quadruple, reaching at least
1 billion by 2013. By 2011,
Alcatel-Lucent and In-Stat
estimate that subscribers will
have increased to:
•IPTV–80million
•Broadband–670million
•MobileTV–180million

Alcatel-Lucent 5920 Multimedia Content Manager4
Multiscreen flexibility with the
Alcatel-Lucent 5920 MCM
Tools for maximizing content
revenues
With the Alcatel-Lucent 5920 MCM,
you can capitalize on the enormous
growth potential of the content and
advertising market and dramatically
increase content-related revenues:
•Leverageyourinvestmentsin
existing content services and infra-
structure
•Usepowerfulmarketingtools
•Increasetheamountandvariety
of content offered, with off-deck
partners and shared storefronts
•Captureanduseyoursubscriber
data to deliver personalized mar-
keting and advertising campaigns
•Provideauniedsubscriberexperi-
ence across content types, devices
and networks
Key features
•Multiscreen–mobile,PCandTV
•IPTVon-demandcontent
•VoD,streamingandliveservices
•Enhancedvideo-processingworkows
•Expandedcontentpartneringandpartnermanagement
The Alcatel-Lucent 5920 MCM is a multiscreen software platform that allows
you to orchestrate the marketing, retailing and delivery of all content —
applications, video, music, ringtones, news — and content services on any
screen based on individual preferences, thereby integrating and enhancing
the end-user experience.
Powerful components
The Alcatel-Lucent 5920 MCM is a key component of a service-delivery plat-
form (SDP) and provides its core capabilities to all connected services —
on-network and off-network — on all screens. With its IPTV on-demand
content features, the Alcatel-Lucent 5920 MCM is a “must-have” upgrade
for IPTV solutions and broadband on-demand offers.
The solution consists of the following elements:
•ServiceandDeliveryOrchestrator
•ContentandStorefrontManager
•Subscriberportals
•Marketing
•Rating
•Delivery
•DigitalRightsManagement(DRM)
•Mediator

Alcatel-Lucent 5920 Multimedia Content Manager 5
Integration in the service-enabling network
With the Alcatel-Lucent 5920 MCM, you can integrate components to work with your existing
content platforms or replace components that are not offering superior service. The Alcatel-Lucent
5920 MCM supports an extensive array of protocols and provides an interface framework based on
Web services. The following software-development kits (SDKs) are available:
•ContentProviderServicesSDK
•PortalServicesSDK
•DistributionSDK
•ServiceEnablersSDK
•OperationsSupportSystem/BusinessSupportSystem(OSS/BSS)ServicesSDK
Figure 1 shows a typical deployment of the Alcatel-Lucent 5920 MCM platform in a mobile
service-provider network.
Figure 1. Typical Alcatel-Lucent 5920 MCM mobile deployment
5920 Multimedia
Content Manager
DRM Provisioning/CRM
Typical setup interfaces
Extended setup interfaces
Rating E-mail
SMTP
MM7
FTP/SOAP SOAP APIHTTP
CDR/FTP
Customizable
SOAP, LDAP
Customizable
DIAMETER,
SOAP, HTTP
Delivery
Prepaid
Billing
SMS-C, MMS-C
WAP gateway
Web portal/
web access
Admin portal Customer care Monitoring
External
delivery system
SOAP API
SMPP/CIMD2
HTTP
HTTP
HTTP
HTTP SNMP
HTTP
HTTP Log files
LBS/Presence
Internet
Content providers
Live cameraStreaming
Content enabling
System
administration
BSS
OSS
Mobile
network

Alcatel-Lucent 5920 Multimedia Content Manager6
Key orchestration function
in your SDP
As the orchestration component in
your SDP, the carrier-grade Alcatel-
Lucent 5920 MCM easily integrates
and scales to specific market needs
(see Figure 2). The product provides
an open and unified interface frame-
work and can efficiently process large
amounts and varieties of content from
multiple content providers and off-
network partners.
The Alcatel-Lucent 5920 MCM
supports the creation of compelling,
personalized portals and storefronts,
providing powerful merchandising
tools that allow attractive service
offers and pricing options. This en-
riched subscriber experience is based
on a flexible catalog structure, rich
metadata definitions and subscriber
segmentation. With the Alcatel-Lucent
5920 MCM, you can partner with
vendors to provide additional capa-
bilities, such as encoding, content
preparation and integration with
Internet set-top boxes (STBs).
Interoperability and standards
compliance
The Alcatel-Lucent 5920 MCM system
has a flexible architecture and supports
a number of standardized interfaces —
shown in Figure 1 — as well as
providing SDKs for easy integration
with third-party elements of your
content-services infrastructure.
The Alcatel-Lucent 5920 MCM
leverages a Business Process Exe-
cution Language (BPEL) engine
that enables integration with Web
services, allowing the sequencing
of content-processing/delivery steps
with external service-oriented archi-
tecture (SOA)-enabled systems.
The Alcatel-Lucent 5920 MCM has
been included in other vendors’
SDP solutions as well as the Alcatel-
Lucent SDP.
Figure 2. Typical Alcatel-Lucent 5920 MCM deployment in an SDP architecture
SDP-optimized
session control
Resource
control
Session
orchestration Policy
Functional
enablers
Exposure Real-time rating
and charging
AggregationAccess Edge
Content
management User profile
Portals
Applications
and content
Products
and services
Revenue
sharing
Subscription
QoS/QoE
Device
management
SDP-optimized
applications
Third party
applications
Service
creation
Blended
applications
Service
operations
Orchestration
Service
factory
Service
enhancements
Federated
control
Transport
Personalized
advertising
SOA

Alcatel-Lucent 5920 Multimedia Content Manager 7
The Alcatel-Lucent 5920 MCM is a true multiscreen
solution that provides advanced content-marketing ca-
pabilities “out of the box”. With full-featured support for
third-party content partners and integration with other
platforms, this flexible, open platform can be used for
any content and can be purchased as well as hosted. The
Alcatel-Lucent 5920 MCM is a strong, end-to-end solution
for robust content management, flexible merchandising,
reliable delivery to any devices, and support for off-net-
work services.
Designed with carriers in mind, the telecommunications-
grade Alcatel-Lucent 5920 MCM platform provides proven
reliability, quality and scalability and is feature-laden,
delivering great value for price compared to other systems.
The Alcatel-Lucent 5920 MCM is the leading, most com-
mercially deployed mobile-content platform currently on
the market, with more than 20 deployments worldwide
and serving millions of subscribers.
Alcatel-Lucent serves close to 150 customers in the IPTV-
middleware, mobile-TV and mobile-entertainment sectors,
supported by a dedicated staff that includes hundreds of
video experts and specialist system integrators. The com-
pany is a worldwide technology vendor with a long history
of innovation, delivering value and support for service
providers and taking a leadership role in numerous media
forums and standards bodies. Alcatel-Lucent, with its
global reach and scale, combined with local presence in
over 130 countries, makes use of a deep understanding of
global-market dynamics, as well as the ability to anticipate
local requirements.
Multiscreen content management and advanced content retailing
Key benefits
•SaveuptomillionsofdollarsbyconsolidatingCMSs
•Increasesalesandrevenueswithsuperiormarketing
tools and expanded content portfolio
•Reducevideo-contentingestiontimeandimprove
processing efficiency
•Increaserevenuesandimpressionswithbundling
and unified, cross-screen promotions/experiences
•Lowerlaborrequirementsandleveragepartners’
retailing expertise by delegating content processing
and offering additional storefront brands
•Groworganicallytowardamultiscreenoffer
without an expensive total overhaul
A Tier-2 Alcatel-Lucent
customer reports a 50%
reduction in video-content
ingestion time compared to the
previous platform, with up to
a 90% reduction in ingestion
times for other content types.

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