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BTI Systems CommunicAsia Presentation
 

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    BTI Systems CommunicAsia Presentation BTI Systems CommunicAsia Presentation Presentation Transcript

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