Next Generation Content Delivery Platforms- Customizing CDN for the marketplace<br />Simon Orme, BT Wholesale<br />Jean-Ch...
Global Consumer Internet Traffic GrowthVideo exceeds 91% of traffic by 2014<br />56% will be video streaming <br />36% CAG...
Size
Usage (min to hours)
Live content</li></ul>46%<br />* VoIP, Online Gaming, and Video Calling contribute 1% or less in 2014.<br />Source: Cisco ...
CDN Services Market at 6 B$ by 2014<br /><ul><li>Video CDN 2007-2014: 1.5 higher growth rate than CDN from 2009-2014
Video CDN reaching 1.7 B$ by 2014</li></ul>Growth Trends in Video CDN Revenues in Total CDN Market (World), 2007-2014<br /...
On Top of Executives’ Minds…When it Comes to CDN<br />Should I partner, build, defend or buy to capture my share of the Vi...
THE CONTEXT FOR CONTENT CONNECT<br />Generation 1 IPTV<br /><ul><li>Up to 2005 - traditional media distribution</li></ul>G...
MAKING ONLINE VIDEO ECONOMICS SUSTAINABLE- New model required for managing content delivery<br />ISP<br />ISP<br />From we...
Consumer streaming preference is driving core:edge bandwidth ratio of 1:1 for video
For each % increase in edge capacity, core capacity needs to grow by 30x. This is not sustainable
ISPs are looking manage this cost by managing content delivery at the edge of their networks </li></ul>Home<br />Home<br /...
CONTENT PROVIDERS VALUE CONTROL OVER THE USER EXPERIENCE<br />Examples<br />Requirement for Assured QoS<br /><ul><li>Catch-up
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British Telecom & Cisco Case Study--Customizing Content Delivery

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BT Wholesale presented an overview of its open online video delivery network, Content Connect which it expects to introduce in early 2011. Having Cisco’s award winning Content Delivery System (Cisco CDS) as its ‘backbone’, Content Connect will deliver digital content to any computer, TV or mobile device on behalf of UK internet service providers giving broadcasters access to a large end user base – irrespective of service provider or technology. This case study was presented at the CDN World Summit (Sep 28 & 29, London) by Simon Orme, BT Wholesale's Strategy Director of Content Services, together with Jean-Christophe Dessange from Cisco.

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British Telecom & Cisco Case Study--Customizing Content Delivery

  1. 1. Next Generation Content Delivery Platforms- Customizing CDN for the marketplace<br />Simon Orme, BT Wholesale<br />Jean-Christophe Dessange, Cisco<br />September 2010<br />Current thinking. Subject to change.<br />
  2. 2. Global Consumer Internet Traffic GrowthVideo exceeds 91% of traffic by 2014<br />56% will be video streaming <br />36% CAGR 2009–2014<br />15%<br />27%<br />10%<br />Growing: <br /><ul><li>Connected Screens
  3. 3. Size
  4. 4. Usage (min to hours)
  5. 5. Live content</li></ul>46%<br />* VoIP, Online Gaming, and Video Calling contribute 1% or less in 2014.<br />Source: Cisco Visual Networking Index (VNI) Global Forecast, 2009–2014<br />2<br />© 2010 Cisco Systems, Inc. All rights reserved.<br />
  6. 6. CDN Services Market at 6 B$ by 2014<br /><ul><li>Video CDN 2007-2014: 1.5 higher growth rate than CDN from 2009-2014
  7. 7. Video CDN reaching 1.7 B$ by 2014</li></ul>Growth Trends in Video CDN Revenues in Total CDN Market (World), 2007-2014<br />1750<br />6000<br />Growing Video CDN Opportunity <br />1500<br />5000<br />1245<br />4000<br />980<br />Revenues $ Million<br />3000<br />740<br />550<br />2000<br />400<br />280<br />1000<br />2007<br />2008<br />2009<br />2010<br />2011<br />2012<br />2013<br />2014<br />Year<br />Video CDN: incremental revenue opportunity for service providers <br />Source: Frost & Sullivan, Cisco IBSG analysis, 2008-2010<br />
  8. 8. On Top of Executives’ Minds…When it Comes to CDN<br />Should I partner, build, defend or buy to capture my share of the Video CDN business and limit video traffic impact on my bottomline?<br />How to enhance Video CDN business proposition to content providers?<br />How to federate CDN service provider in a fragmented SP market?<br />How to bring value-added video services to market faster?<br />How to scale my network and control delivery costs while enabling a cost effective quality service?<br />How to enable services on multiple screens, anywhere, anytime?<br />How to ensure I securely manage content distribution?<br />How to transform my broadband network into a TV platform?<br />
  9. 9. THE CONTEXT FOR CONTENT CONNECT<br />Generation 1 IPTV<br /><ul><li>Up to 2005 - traditional media distribution</li></ul>Generation 2 – hybrid IPTV<br /><ul><li>A solution where on-net services & off-net services co-exist</li></ul>Enabling broadcasters & media brands to develop their online business<br />Helping end users engage directly with their favourite media brands<br /><ul><li>Operator challenges:</li></ul>Creating an architecture supporting on-net & off-net models<br />Enabling broadcasters to deliver predictable quality, critical to monetisation<br />Developing a sustainable business model for broadcasters & ISPs <br />On-Net<br />Off-Net<br />Content owner<br />Content service platform<br />Content service platform<br />ISP<br />Broadband network<br />Broadband network<br />Consumer<br />…BT Wholesale’s solution - Content Connect<br />
  10. 10. MAKING ONLINE VIDEO ECONOMICS SUSTAINABLE- New model required for managing content delivery<br />ISP<br />ISP<br />From web traffic to video traffic<br />1<br />1<br />Content Delivery<br />Exchange<br />Core:Edge bandwidth ratio for Video Traffic<br />Core:Edge bandwidth ratio for <br />Web Traffic<br />Exchange<br /><ul><li>Broadband networks architected for web surfing
  11. 11. Consumer streaming preference is driving core:edge bandwidth ratio of 1:1 for video
  12. 12. For each % increase in edge capacity, core capacity needs to grow by 30x. This is not sustainable
  13. 13. ISPs are looking manage this cost by managing content delivery at the edge of their networks </li></ul>Home<br />Home<br />1<br />30<br />
  14. 14. CONTENT PROVIDERS VALUE CONTROL OVER THE USER EXPERIENCE<br />Examples<br />Requirement for Assured QoS<br /><ul><li>Catch-up
  15. 15. Movies/series
  16. 16. Other paid-for content</li></ul>Paid for<br />programming<br /><ul><li>Catch-up
  17. 17. Movies/series
  18. 18. Clips</li></ul>Free VoD/<br />catch-up<br /><ul><li>Streamed & peer-to-peer music services
  19. 19. User-generated video content</li></ul>Lower quality streaming<br />Lead commercial broadcaster:<br />“Once you begin to charge for content, consumers expect a DVD quality experience”`<br />High<br />Low<br />7<br />
  20. 20. BT WHOLESALE & CISCO COLLABORATION<br />Internet Exchange<br />ISP<br />Exchange<br />Home<br />CSP<br />BRAS<br />CDS Video<br />Streamer<br />Origin <br />Server<br /><ul><li>Content Connect’s unique capabilities</li></ul>Routes traffic deep in our network based on proximity, network health & resources<br />Integrates with our OSS, DNS systems & bandwidth management systems<br />‘Virtualises’ the service to both CSPs& ISPs<br /><ul><li>Cisco’s solution</li></ul>Creating a highly flexible, open architecture, deep deployment product<br />Open architecture, rich API catalogue<br />Facilitates and enables QoS<br />A sustainable wholesaler solution<br />
  21. 21. CONTENT CONNECT AS A SERVICE<br /><ul><li>BT Wholesale has created a rich service management wrap around Cisco’s CDS technology
  22. 22. Enables ISPs to monetise CDN as a service to the CSP
  23. 23. Content Connect will offer:
  24. 24. Service Portal
  25. 25. Asset Management
  26. 26. Network health
  27. 27. Self Service
  28. 28. Reporting & analytics
  29. 29. Billing
  30. 30. Product information</li></li></ul><li>CONTENT CONNECT IS FULLY SCALABLE - Reduces cost risk & improves time to market for operators<br /><ul><li>Optimising content traffic over ISPs &MNOs’ networks – a strategic decision
  31. 31. Build, buy or partner options provide a very different set of outcomes</li></ul>High<br />Low<br />
  32. 32. N-Screen video service<br />HD/Network PVR<br />On Demand<br />CRM<br />Internet Video to TV<br />Security and Authentication<br />Guaranteed Service Delivery<br />Wholesale CDN Service<br />IP video service delivery platform <br />Ad <br />Distribution<br />3rd Party Streaming Services<br />Cloud-BasedCDN<br /> Metadata Aggregation<br />Online live Premium Channels<br />Cisco CDN Solutions :<br />Enabling New Business Models and Services<br />Value Added Services<br />B2B<br />$<br />$<br />$<br />Wholesale Services<br />Business Models<br />CDN Federation<br />Consumer Services<br />B2C<br />$<br />$<br />SP Platform<br />Leverage Network and Data Assets<br />
  33. 33. Award-Winning Cisco CDS :<br />Foundation for Massive Scale & Quality of Experience<br />From IP Routing to Intelligent Service Routing<br />Content <br />Providers<br />Content Library<br />Caching Nodes<br />Streamers<br />Customer<br />Ingest once, deploy intelligent caching, distribute at the edge<br />
  34. 34. Key Take Aways<br />With growing online video demand fueled by new connected screens and user experience and quality, content providers are looking at regional video CDN providers <br />Video CDN represent an opportunity for service providers to transform broadband into a TV platform<br />CDN success is about a foundational end-to-end network-based content enabled, flexible, scalable and open CDN architecture that can sustain quality of experience and service differentiation <br />Deployed by 4 of the top 5 SPs in Europe, including BT and TI<br />Cisco CDS provides industry-tested and recognized CDN solutions – the best approach for SPs<br />
  35. 35. THANK YOU<br />

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