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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 …

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