BTI Systems CommunicAsia Presentation

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BTI Systems CommunicAsia Presentation

  1. 1. Evolving the Service Provider Business Model for OTT Service Delivery<br />June 21, 2011<br />V2.0<br />Glenn Thurston<br />Vice President Global Marketing<br />BTI Systems Inc.<br />
  2. 2. Outline<br />What is OTT Content?<br />Its Impact On Networks and Users<br />Changing the Broadband Provider business model and relationship to OTT Content<br />
  3. 3. The OTT Content Explosion Driven by on-demand Video…Today<br />What is it?<br /><ul><li>Internet Video
  4. 4. Software Updates
  5. 5. P2P File Sharing
  6. 6. HTTP Downloads</li></ul>Bandwidth drivers<br /><ul><li> Content duration
  7. 7. Resolution
  8. 8. Mobility
  9. 9. Market Adoption</li></ul>Content Transfer Requirements (MB)<br />6000MB<br />1500MB<br />38MB<br />3MB<br />Video will account for 90% of network traffic by 2012<br />Cisco Visual Networking Index Forecast<br />
  10. 10. OTT Traffic Composition<br />Source: BTI Systems Inc. Traffic Report - June 3, 2011 – US Broadband Operator – Suburban Site<br />
  11. 11. Content Delivery Environment<br />Broadcasters<br />Studios<br />Others<br />Content Owners<br />Content Aggregators<br />Broadband Network Content Delivery<br />Content Subscribers<br />
  12. 12. OTT Impact: Broadband Network Operators<br />Network Utilization<br /> Rapidly growing peering $$<br /> Frequent upgrades to bandwidth interfaces<br /> Increased utilization network <br /><ul><li>Expensive upgrades to Routing and Transport</li></ul>Subscriber QoE<br /> Poor quality, poor resolution, extended download times<br /> “Slow connection” drives churn<br />Content Request<br />Internet <br />request<br />Content Served<br />Over Utilization<br />Peering<br />Point<br />Subscriber<br />CO<br />POP<br />Access<br />Core/Aggregation<br />Transit<br />
  13. 13. OTT Impact: Subscriber Experience <br />Users love “a la carte” content<br /><ul><li>Access to Highly promoted services
  14. 14. Massive variety / Most popular
  15. 15. Multitude of screen options
  16. 16. Ease of Access - Simple to access & play </li></ul>Beware - experience may vary<br /><ul><li>Pinwheel of pain !
  17. 17. Variable quality on 50” HDTV
  18. 18. Blotchy – fuzzy – freezes- jumps
  19. 19. Still Best effort delivery
  20. 20. Time to start-to-play can vary - can take several minutes
  21. 21. QoEvaries</li></ul>Perception = declining Broadband Quality<br />
  22. 22. Problem Summary<br />A New Approach is needed to Augment Broadband services that improves service and reduces cost<br />
  23. 23. Foundation Service and Building Blocks Approach<br />High Speed Internet service <br />HSI Needs to be cost-competitive to offer<br />HSI Needs to be as good as or better than the competition<br />Can’t violate Neutrality or Filtering “Rules”<br />Don’t degrade base service if you offer new services.<br />Blocking / Degradation of services not a long term answer<br />Provide a path for value add services<br />To Content Providers<br />To Subscribers<br />To advertisers / 3rd parties<br />Charge for value<br />Direct or indirect methods<br />
  24. 24. Evolving the OTT Business Model:Content Aware Networking<br />What is it?<br />Identify repetitive content at network edge, cache it, serve it locally<br />Why?<br />Content requests are repetitive in a given served area <br />Significantly reduces the bandwidth impact to Broadband operator<br />Radically improve the user experience by avoiding network congestion<br />Leverage<br />80:20 rule<br />BTI<br />
  25. 25. What is an Integrated Transparent Cache ?<br />Policy Based Solution <br />looks at every packet for cacheable content<br />Caches only desired popular content for local play-out<br />Addresses all cacheable content <br />All large objects<br />Internet video, music, games <br />Graphical Images, Software updates<br />Simple to operate<br />Automatically updates content & responds to shifting usage<br />No active management of content or negotiations with content owners<br />Simple insertion into the Network<br />No Router upgrades required – goes in with Layer 2 Ports<br />IP Transparent<br />Transparent to source<br />Transparent to subscriber<br />Digital Millennium Copyright Act Neutral<br />BTI<br />
  26. 26. Improvements with Content Aware Networking<br />Bandwidth Savings<br />>30% peak utilization bandwidth savings<br />Subscriber QoE<br />7x improvement in content delivery speed<br />Improved Subscriber Quality of Experience<br />Peering Savings<br /> Peering savings [MB/month]<br /> Peering connection savings<br />Network Utilization Savings<br /><ul><li>Growth Rate Reduction
  27. 27. Network savings</li></ul>Content Request<br />Internet <br />request<br />Content Served<br />>30% peak bandwidth savings<br />SLOWER GROWTH GOING FORWARD<br />Subscriber<br />ISP<br />CO<br />POP<br />Access<br />Core/Aggregation<br />Transit<br />
  28. 28. Value Beyond Costs Savings:Quality of Experience & OTT Service Data<br />Before: Slow play out – waiting<br /> 10 X faster buffering and downloads<br /> Quick buffer fills – no waiting<br /> 7x improved screen resolution<br />Web Site Visitors (K) Bytes played out<br /> 1) youtube.com 397 2,533,534,3442) apple.com 1512 2,340,070,1643) mcafee.com 269 2,094,633,0154) netflix.net 3250 1,715,060,6645) symantec.com 1258 1,663,329,0816) pandora.com 398 541,532,5907) farmville.com 2772 352,416,4308) hulu.com 609 310,521,0209) photobucket.com 859 301,090,10310) xbox.com 582 262,658,449<br />High value information:<br />- Top URLs (sites visited)<br />Hour, day, month…<br />- Top applications<br />Web, P2P …<br />- Heaviest users<br />
  29. 29. Opens up possibility for Premium Services<br />Same Content Intelligence can be applied to identify Users who have signed up for a Tiered Service<br />Accelerates and locally delivers their content<br />Provides a Measureable SLA<br />Can be extended to many types of filter, block, whitelist services<br />Internet<br />Remote <br />COs<br />Transit<br /> COs<br />Origin<br />Content<br />Servers<br />Tiered <br />Service Subscriber<br />BTI<br />Premium <br />Content Delivery<br />
  30. 30. Summary<br />Service demands are driving a transition in service delivery <br />Networks are evolving to address bandwidth pressures and QoE expectations with Content Aware Networking<br />BTI is on the Forefront working with Major Operators world wide to make OTTop a successful business model <br />Visit Us:<br />Booth # B-J-205<br />
  31. 31. BTI Systems | Corporate Summary<br /><ul><li>Delivering innovative metro networking, offering scalable, content and service delivery solutions for service providers to monetize broadband telecommunications
  32. 32. 300+ customers: Service Provider, Content Providers, Governments, Utility, Research & Education</li></ul>Portfolio: Packet Optical Transport,Content Aware Networking, Service Management & Analytics<br />Mobile Backhaul<br />Content Aware Networks<br />Datacenter<br />Interconnect<br />Visit Us:<br />Booth # B-J-205<br />Packet Optical Infrastructure<br />Ethernet Services Delivery<br />
  33. 33. Glenn Thurston<br />VP Global Marketing<br />gthurston@btisystems.com<br />www.btisystem.com | info@btisystems.com<br />

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