QoE-centric service delivery: A collaborative approach among OTTs and ISPs

The provisioning of the quality to end users is a major objective for the successful deployment of multimedia services over the Internet. It is more and more evident from past research and service deployments that such an objective often requires a collaboration among the different parties that are involved in the delivery of the service. This paper specifically focuses on the cooperation between the Over-The-Top (OTTs) and the Internet Service Providers (ISPs) and proposes a novel service delivery approach that is purely driven by the Quality of Experience (QoE) provided to the final common users. Initially, we identify the need of the collaboration among the OTTs and the ISPs where we not only highlight some of the enterprise level motivations (revenue generation) but also the technical aspects which require collaboration. Later, we provide a reference architecture with the required modules and vertical interfaces for the interaction among the OTTs and the ISPs. Then, we provide a collaboration model where we focus on the modeling of the revenue, whose maximization drives the collaboration. The revenue is considered to be dependent on the user churn, which in turn is affected by the QoE and is modeled using the Sigmoid function. We illustrate simulation results based on our proposed collaboration approach which highlight how the proposed strategy increases the revenue generation and QoE for the OTTs and the ISPs hence providing a ground for ISP to join the loop of revenue generation between OTTs and users.