Former Cisco division Synamedia lays out goals as independent entity | Major Businesses | Business
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Synamedia, the new company that will be formed from the sale of Cisco’s service provider video business to private equity firm Permira, has offered more clues as to its vision and investment focus as an independent entity.
Cisco 5Feb2018
The plan is to build a narrative around helping customers to optimise their current infrastructure while adopting broadcast-grade IP distribution; with other core offerings revolving around securing revenue streams. The company also plans to develop new solutions in order to expand into new arenas.

On the first point, Synamedia will focus on its Evo middleware investment, combined with support for Android TV and RDK within its Infinite Video Platform.

“While Infinite Video Platform is being deployed on DTH, cable and IPTV, Synamedia plans to ensure it supports Android TV and RDK as well as any type of companion device including games consoles and connected TVs,” the company said. “It will focus on new ways of enhancing the user experience as well as improving the quality of experience with multicast ABR streaming and broadcast-equivalent streaming latency.”

When it comes to revenue protection, a priority will be research and development into new approaches to combat illegal streaming and piracy – including the sharing of accounts and passwords (Parks Associates estimates that losses from credentials sharing will cost the pay-TV industry $9.9 billion by 2021). Synamedia said that it wanted to “transform” the way the industry tackles this growing problem.

“Although viewers are consuming more TV and video content than ever before, piracy can decimate operators’ revenues,” the company said. “Drawing on a 30-year heritage in content protection and relationships with other cybersecurity firms, Synamedia will bring to market products and services that go beyond watermarking to help customers with piracy prevention, rapid detection and response.”

In terms of new offerings, Synamedia will also be investing R&D effort on the technology underpinning targeted advertising, including both live and on demand services such as cloud DVRs. A particular focus will be free-to-air TV broadcasters and channels aiming to increase their revenue by offering OTT services including live streaming, catch-up TV and cloud DVR.

As an independent company, Synamedia will forge partnerships with data analytics firms, network equipment providers and application developers supporting Synamedia Infinite Video Platform, it said. It also plans to expand its professional services.

And, while its Cloud DVR product already supports 10 million subscribers each week, Synamedia will be expanding its cost-effective cloud DVR solution with support for hybrid and multi-cloud environments and will work on developing a fully-managed service.

“We are looking forward to helping our DTH and cable customers embrace IP distribution to complement and expand consumer choice and convenience, as well as helping telco customers and new entrants to pay-TV take advantage of our end-to-end platform offering,” said Yves Padrines, incoming CEO for Synamedia and currently vice president of Global Service Provider for Europe, Middle East, Africa at Cisco. “At this pivotal time in the industry when the market faces a number of challenges, we will work with our customers and partners to reinvent the way people are entertained and informed.”

Headquartered in London, the new Synamedia had its official unveiling at IBC 2018.

“Synamedia enters the market at a time when the TV landscape is being redrawn,” said Ade Peled, the company’s chairman. “Building on a 30-year heritage in the pay-TV industry, a market leadership position, and an unrivalled reputation for innovation, we will hit the ground running as a private, independent entity committed to help customers boost engagement and revenues by capitalising on the myriad opportunities that IP distribution and cloud-based services bring.”