Next-Generation Content Delivery Services: A Case for CDN Federations

TM Next-Generation Content Delivery Services Case for a CDN Federations www.cisco.com/go/ibsg/serviceprovider Scott Puopolo, Vice President and Global Head Cisco Internet Business Solutions Group (IBSG) 26 October 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 1

Agenda  Market dynamics  Move to next-generation content services  CDN federation and feedback from initial trials  ConclusionsCisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 2

Market Dynamics Consumer Broadcasters CE/Over The Top Service Provider Behavior and Media Video = 91% of consumer New distribution platform & Multi-screen offering IP traffic by 2014 interactive content – Sky Sport TV on iPad / Device proliferation becoming table stakes RTL on iPhone & iPad 20% New business models – Netflix = 20% of US Hulu 2009 revenue: $100M downstream internet 1st half 2010 revenue: $100M Building application & traffic in peak times content eco-systems Traffic Explosion Online Video Snacking 11.4 Hour /month New Streaming HbbTV subscription services 23 GB/Month per sub online video Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 3

Move to Next-Generation Content Services Content Delivery  SPs are deploying their own content delivery services, with two objectives: – To enable media and content providers to offer their customers a better Quality of Experience – To reduce network traffic costs generated by over-the-top (OTT) video  This approach offers SPs advantages over reselling existing CDN services: – Enables different business models and differentiated services – Links to other network and QoS services that the SP offers – Allows SPs to use same CDN infrastructure for their own video offers – Provides a platform to sell additional value added services to media and content providers Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 4

Move to Next-Generation Content Services Platform for Additional Value-Added Content Services ExampleServices Publish and manage Metadata creation, encoding on multiple formats, entitlement content Multiscreen delivery Support for multiple players, multiple formats (iPad, Android, PC, TV, Connected TV, game consoles) Distribution control Content time-windowing, geographic filtering, URLsigning for authorization, localization CDN multicasting Live events and VODcontent andpre-positioning Video QoS Tiered services with different quality: “best effort,” “premium”, etc, Adaptive bit rate • Support forproprietary implementation + emerging standards • Reporting on final delivery for analytics, accounting Mobile video Optimization; e.g. W-Fi handover, video encoding adaptation, trigger optimization video encoding quality Ad insertion • Ads servers, advertising ingestion • Usage and data collect to enable precision advertising Reporting and Reconciliation of multiple logs, aggregate and process data, provide analytics multi-dimension visibility Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 5

Move to Next-Generation Content Services Videoscape Architecture as an Illustration Videoscape Enabled Services Content MGT Live / Linear On-Demand Cloud DVR TV Schedules Unified CMS Cross Screen Companion … … Entitlement Home Unmanaged VOD Publisher Content Distribution Cable, STB Edge Routing & xDSL, Connected Caching FTTH TV, PC & Media Acquisition Service / Proximity Routing Tablet Tier IP Video Soft Client Managed VOD Compression CDN Tier CDN Tier (Data Center) (Core / Aggr ABR Routing)OTA/Sat/Network Encoders Virtual On the Go Linear TV Origin Services Notebook & Encapsulator Tablet 3G/4G & WiFi Soft Client DRM CDS Content Acquisition CDS Cache CDS Packager Smartphone/ Streamer Tablet Mobile Content Mobile Soft Client Unknown Adaptation Engine Video GW Advanced Reporting Recommen Social Advertising & Analytics dations Networks Conductor Session Connection Device Client Alert Manager Manager Manager Manager Frameworks End to End System Management Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 6

CDN Federation: What Is It? Issue  Media and content providers want better content delivery services without being limited by the footprint of a particular SP Solution  Open multi-footprint content delivery capability built from resources owned and operated by autonomous members Potential Benefits  Content providers can deliver better online video/TV services with better analytics, reporting, and control on the consumer experience  Federation members can sell Internet-wide delivery  Federation members can extend their own video service offerings  Extends SP differentiators (quality, scale) across footprints  Interconnect model complements IP transit and peering  Creates platform for value added services Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 7

CDN Federation Deployment Models Bilateral Agreements CDN Exchange ONnet ONnet Consumer Consumer Content Prime Prime Content Provider CDN Provider CDN CDN Sub Exchange CDN Sub CDN Sub Sub CDN CDN ONnet Consumer ONnet ONnet ONnet Consumer Consumer Consumer Enables billing, routing Hybrid models  Bilateral agreements between “Tier1” players, CDN Exchange used with “Tier 2” players  Multiple CDN federations: e.g. International players could build a CDN Federation between their own affiliates Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 8

CDN Federation Pilot  Gathered an informal group of customers to collaborate  Gives participants practical experience through a labs approach  Will accelerate CDN federation initiatives  Will nurture and accelerate standardization (IETF, ATIS, etc.) – Strong involvement in the IETF CDNI WG – Collaboration established between IETF CDNI WG and other bodies (ATIS, ETSI), aiming at alignment  Includes a business track and a technical/lab track Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 9

CDN Federation Pilot CDN Labs Interconnection Meshing Delivery Content Provider CDN Interconnect HTTP static & HTTP Progressive Source: Cisco IBSG,Adaptive Streaming (HLS) Apple 2011 Microsoft Smooth Streaming (Silverlight)Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 10

Phase 1: What Did We Learn? CDN federations will result in significant growth of overall content delivery market 1. Enable each participant to have a mix of Prime/Sub roles 2. Require that the Exchange be a neutral party in the CDN Federation 3. Enable multiple CDN Federations cases: international distribution, country/domestic distribution, Fixed/Mobile distribution… 4. Need to be designed with openness in mind to support various SP CDN architectures 5. Become platform to deliver added value services by a third party provider, or by the CDN federation itself 6. Deliver differentiated services complementing existing CDNs 7. Offers robust alternative to proprietary CDNs 8. Will stimulate innovative, video-rich applications 9. Increases revenue for federation participants Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 11

Global CDN Market forecast (M$) A Market of ~6B$ by 2015 with a A Market of ~12B$ by 2015, with a “status-quo” CDN approach market push from SP “OnNet” CDNs CAGR(2010-2015) CAGR(2010-2015) 17% 46% 47% 47% 46% 46% 11% 11% 26% 53% • CDN marketkeeps its structure as today • SP’s build OnNet CDNs delivering better quality, more video is consumed • No major disruption on the way CDNs handle video or work with content providers • Content Providers migrate their premium content to benefit from this guaranteed quality • Some content providers prefer DIY CDNs to better control their content quality. More • SPs drive paid peering agenda: DIY CDNs than 50% of the Internet video traffic is not become less attractive for Content Providers going over commercial CDNs • SP CDN Federations scale Onnet Source: Frost & Sullivan, Akamai, Limelight, Cisco VNI, IBSG analysis *CDN VAS: Storage, Transcoding, Security, Ad Insertion, Analytics, Consulting... differentiatorsCisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 12

Phase 1: What Did We Learn? Moving from concepts to trial Laboratory-based CDN federation validated a number of technical concepts: 1. Support for multiple streaming protocols − (static and progressive HTTP, Apple adaptive streaming, and smooth streaming Microsoft Silverlight) 2. Testing of various CDN topologies 3. Dynamic content acquisition across CDNs 4. Purging of content across CDNs for security purpose 5. Exchange of logging and reporting information across CDNs 6. Prototype CDN Exchange performing log mediation Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 13

Conclusions  SPs have opportunity to deliver more content services to media and broadcasters, as more customers demand premium video content and have higher expectations  CDN federations are gaining momentum as a way for SPs to generate revenues and lower costs  Several innovative SPs are working with Cisco to validate key concepts and fundamentals required to make CDN federations a reality  Open CDN federations will become a viable approach to help SPs contribute to the content delivery value chain Source: Cisco IBSG, 2011Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 14

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Next-Generation Content Delivery Services: A Case for CDN Federations

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