Efficient and profitable content delivery for network service provide...

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Efficient and profitable content delivery for network service provide...

  1. 1. White PaperEfficient and ProfitableContent Delivery forNetwork Service ProvidersJuniper Networks Junos Content EnablesReduced Costs and Increased Revenue forFixed and Mobile Network Service ProvidersCopyright © 2012, Juniper Networks, Inc. 1
  2. 2. White Paper - Efficient and Profitable Content Delivery for Network Service Providers Table of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The Juniper Networks Solution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Junos Content Service Provider Deployment Models. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Transparent Caching for OTT Traffic Optimization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Multiscreen TV and Video Delivery Infrastructure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Additional Innovative Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 About Juniper Networks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Table of Figures Figure 1: The Juniper Networks Junos Content portfolio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Figure 2: Transparent caching for network optimization.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Figure 3: Junos Content use case: Multiscreen TV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 Copyright © 2012, Juniper Networks, Inc.
  3. 3. White Paper - Efficient and Profitable Content Delivery for Network Service Providers Executive Summary Service providers are striving to deliver the already massive and rapidly growing volumes of online video with efficiency and quality. In addition to these efforts, providers are seeking ways to control both OpEx and CapEx while creating new revenue opportunities. Recognizing these needs, Juniper is delivering the Juniper Networks® Junos® Content portfolio, a family of content delivery, distribution, and caching products designed to address the service provider’s need for a new media network. Junos Content enables operators to create an open and flexible media infrastructure that supports the efficient delivery of video and Web content services at lower cost and with a high quality end user experience. Introduction The market has experienced exponential growth in online video traffic over the past few years, often doubling every six months.1. Subscriber wireline and wireless networks cannot be built fast enough to accommodate the insatiable demand for content from any and all sources. End users, news organizations, and social networks, among many others, generate immeasurable content daily. Users want to view the vast wealth of media rich content anywhere, anytime, and on any IP-enabled device, and their expectation is to have a TV-like viewing experience. Moreover, consumption patterns are unpredictable. The market for IP video, in particular, is growing due to the growth of Internet content, as well as viewer demand for personalization and flexibility. There is also an emerging trend to deliver content simultaneously to a large audience across three screens (PCs, TVs, and mobile devices). The technical implication of this volume growth and content diversity is that networks must efficiently handle multiple data formats, protocols, streaming bit rates, and device types. They must also adapt to the change in traffic patterns, especially across three screens, without re-provisioning. The potential business impact is that continuous network investments can easily outstrip revenues. Service providers are naturally looking for technologies that can help them meet the challenges outlined above and improve the economics of delivering rich media content. The effect on network operators can be summarized by the need to pursue two parallel efforts—cost-optimizing the network for efficient delivery of over-the-top (OTT) content, while at the same time deploying the infrastructure that will enable incremental growth through a new generation of services. While these goals would at first glance appear to be at odds with one another, in reality they can both be achieved with a new generation of content delivery technology. The Juniper Networks Junos Content portfolio is designed to enable customers to pursue either or both of the goals described above. Junos Content can be deployed as a transparent caching infrastructure to reduce the costs of delivering OTT video and content. These same platforms can also be used as the foundation for innovative new content delivery services that drive new revenue and increase customer loyalty. 1 Source: IDCCopyright © 2012, Juniper Networks, Inc. 3
  4. 4. White Paper - Efficient and Profitable Content Delivery for Network Service Providers The Juniper Networks Solution The Juniper Networks Junos Content portfolio is an expanding family of products all designed to enable service providers to more efficiently and profitably deliver the next generation of video and content services. The portfolio is centered around Junos Content Encore—a high-performance caching and content delivery software system—and includes a wide range of hardware options, as well as optional applications for management, publication, and content routing (Figure 1). Junos Junos Additional Content Space Applications Content Composer Director Platform Junos Content Encore Software Hardware x86 Servers VXA Series MX Series Figure 1: The Juniper Networks Junos Content portfolio The products included in the Junos Content family are as follows: • Juniper Networks Junos Content Encore is the essential foundation of the Junos Content portfolio. With deep, media- aware intelligence, Junos Content Encore ties together content, storage, and networking to optimize the way content is cached, distributed, and delivered. Junos Content Encore is what enables the solution to deliver industry-leading content delivery performance, flexibility, and efficiency. • Application Services-Modular Line Card (AS-MLC) is a powerful processing and storage blade for Juniper Networks MX Series 3D Universal Edge Routers that enables the integration of Junos Content Encore with the MX Series. The integration of Junos Content software into the industry-leading MX Series is a compelling differentiator because it combines two best-in-class products, enabling customers to leverage their existing investments in network infrastructure to pursue new business models. • uniper Networks VXA Series Content Engines are a portfolio of purpose-built hardware appliances that optimize the J performance of the Junos Content Encore software and offer flexible, onboard storage options. These carrier-grade elements are available in four configurations that include Network Equipment Building System (NEBS)-compliant form factors with content delivery performance ranging from 2 through 20 Gbps. The VXA Series offers expandable content storage options and can be flexibly configured with up to 8 TB of cache to leverage a variety of RAM, solid-state drive (SSD), Serial Advanced Technology Attachment (SATA), and Serial Attached SCSI (SAS) technologies. • uniper Networks Junos Space Content Director is a Junos Space application that provides efficient, centralized J configuration management of multiple Junos Content Encores which can be deployed throughout the service provider network. Content Director also allows remote management and provisioning of the entire caching infrastructure, speeding service velocity. Interoperability with existing operations support systems (OSS) and business support systems (BSS) is provided by standard interfaces.4 Copyright © 2012, Juniper Networks, Inc.
  5. 5. White Paper - Efficient and Profitable Content Delivery for Network Service Providers Junos Content Service Provider Deployment Models A key challenge facing service providers is the handling of exponential growth in traffic, driven in large part by video and other rich media content. Most of this content is generated off-net—also known as over the top (OTT)—and generates little, if any, revenue for the service provider. In fact, OTT traffic typically has the opposite effect, adding significant costs due to rampant Internet video bandwidth growth. Today, service providers are looking for new ways to more efficiently handle this traffic growth, either by improving the efficiency of the way the content is transported across their networks, or by exploring new business models that monetize this content, or ideally both. Juniper Networks Junos Content can be deployed to support both of these goals. Below, we will examine some specific deployment scenarios. Transparent Caching for OTT Traffic Optimization As noted above, the delivery of rich media content such as video over a service provider network creates a number of challenges. Because online, time-shifted videos are essentially unicast sessions, each time a user requests a video (or other piece of content), it creates additional incremental traffic on the service provider network. For a popular piece of content, this can lead to the same content being delivered hundreds or even thousands of times, and if the content origin is off-net, this means that the content must traverse the entire service provider network each time it is requested. It is easy to see how this can quickly add up to a lot of bandwidth—bandwidth that has a cost for service providers in terms of network devices, bandwidth fees, and operational support. Service providers can improve the efficiency of this process through the deployment of Junos Content as a transparent cache. Junos Content can be deployed close to the edge of the network, where popular pieces of content can be intelligently cached and delivered locally. Subscriber requests can be served locally from the VXA Series, rather than having to traverse the network with each request, thus providing significant reductions in bandwidth and dramatically improving network scale and efficiency. When deployed in this manner, the Junos Content solution can operate transparently, meaning the cache maintains all of the key statistics required by the content owners and follows cache directives and freshness metrics. In this deployment model, the goal is primarily network optimization or cost reduction—and Juniper has performed analysis for customers that show a reduction in bandwidth costs by as much as 40% (actual savings will vary). This can be a powerful tool for network operators as they seek to reduce the costs of delivering OTT content. Network Service Providers Junos Content When content is requested Junos Content adds it to cache and serves to user Later requests are served from Junos Content Figure 2: Transparent caching for network optimization. Junos Content can also be deployed in scenarios where the network operator has direct ownership of the content, or has explicit agreements with content providers to distribute and deliver their content. This provides many of the same benefits in terms of network optimization and cost reduction, but it also opens the door to exciting new service opportunities for both the network provider and the content developer. We will discuss these scenarios next.Copyright © 2012, Juniper Networks, Inc. 5
  6. 6. White Paper - Efficient and Profitable Content Delivery for Network Service Providers Multiscreen TV and Video Delivery Infrastructure While network optimization and cost reductions are certainly an important goal, Junos Content can also enable network service providers to more fully participate in the content delivery value system with unique and innovative services. One such example can be referred to as multiscreen TV services, or TV over broadband. As more subscribers expect more content available on any device, network service providers and cable operators are well-positioned to deliver this content directly to their subscribers. These services are different from traditional TV or video services in that they are delivered to a wide variety of Internet-connected devices, and this means that the content is not travelling over a tightly managed network the entire time. As an example, even a subscriber watching a video in the home on a tablet is likely watching that video on a wireless connection that may be affected by a number of factors, including the habits of other users In that home. This inserts a degree of unpredictability and makes it difficult to ensure a high quality of experience. Junos Space Premium TV and VOD Content Director Content Junos Junos Junos Content Content Content Adaptive Streaming to Multiscreen Devices Traditional TV Delivery Operator Network Traditional TV Figure 3: Junos Content use case: Multiscreen TV Adaptive bit-rate streaming is designed to overcome these exact challenges. With adaptive streaming, the video is prepared in various bit-rate profiles (correlating with the quality and resolution of the video), and as it is being delivered, the client player can rapidly and dynamically switch between these profiles to accommodate changes in available bandwidth. For example, if a network condition suddenly halved available bandwidth, the player would simply switch to a lower quality profile which can be delivered over the existing bandwidth. This is preferable to the alternative—buffering—which has an unacceptable impact on viewing experience. Junos Content can help operators deliver multiscreen TV services via adaptive streaming because it has been optimized to deliver HTTP adaptive streaming content at tremendously high scale and performance. Junos Content can be deployed throughout an operator’s network as a content delivery system, and when users request a given video, the content is served efficiently from the Junos Content Encore best suited to deliver it. This service would require that the operator already has ownership or rights to distribute the content, as might be the case for an existing IPTV provider or cable operator; alternatively, the operator could enter a business arrangement with a third party who can provide the content rights. The benefits in deploying Junos Content as a managed multiscreen video content delivery network (CDN) solution for the network operator include: • Increased revenue opportunities • Enhanced subscriber loyalty and stickiness • Quality of experience functionality for end users that ensures a TV-like viewing experience, even as network conditions fluctuate • Ability to monetize content traversing their networks • Ability to leverage existing customer relationships and content licenses Additional Innovative Services Caching can be a fundamental building block for many types of innovative services that rely on quality content delivery. Caching content closer to the network edge or user improves consumers’ viewing and browsing experience—a fact that can be valuable both to the end users themselves and to content providers. With a network that includes Junos Content solutions, service providers can readily explore new services and business models that leverage the value of caching technology.6 Copyright © 2012, Juniper Networks, Inc.
  7. 7. White Paper - Efficient and Profitable Content Delivery for Network Service Providers For example, network operators could readily offer a tiered service plan where subscribers opt into the caching service. These subscribers’ Internet traffic would pass through Junos Content Encore, where popular content is cached and delivered locally—effectively increasing the performance of their broadband service without an actual increase in bandwidth. Another valuable use case for Junos Content Encore would be for network operators who would like to leverage the routing infrastructure to cost-effectively extend the reach of CDNs. Many network operators have existing relationships with CDNs; some network operators are in direct reseller agreements or partnership, and other network operators have their own CDN technology and services. Typically, the caches that are part of a CDN are located close to peering points, or somewhere relatively close to the core of the network. With the ability to run Junos Content Encore directly integrated with the MX Series 3D Universal Edge Routers, this caching function can be readily extended to the edge of the network. This would be a valuable service that could be offered to standalone CDN operators. For providers who operate their own CDN, it could provide a significant competitive advantage, since content delivered from the edge would be delivered with improved quality and performance. Other innovative services that could be enabled by caching technology include managed service offerings for enterprises. Distributed enterprises often suffer from bottlenecks in the WAN—especially if the enterprise relies on large file transfers or video distribution. A network service provider who can offer caching to enterprises, either hosted in the cloud or on the customer premise, could help alleviate many of these challenges. The examples described above are only some of the possibilities that are enabled with a next-generation network infrastructure that incorporates Junos Content caching and content delivery portfolio. Caching and content delivery technology can be the foundation for a host of revenue generating services, and it can provide significant differentiation in a very competitive marketplace. Conclusion Juniper Networks Junos Content portfolio, which consists of a suite of high-performance software and hardware products, enables operators to optimize their networks for more efficient delivery of video and rich media content. At the same time, Junos Content can be the foundation for many innovative new services that allow operators to monetize their networks in ways not otherwise possible. Junos Content provides the foundation for a “new media network”—an optimized network that helps protect resources, contain costs, and monetize changing trends in content consumption. This solution further validates Juniper’s commitment and technologies that promote greater efficiency, reliability, performance, and scale, as well as enabling network operators to develop innovative new services that create additional revenue streams. About Juniper Networks Juniper Networks is in the business of network innovation. From devices to data centers, from consumers to cloud providers, Juniper Networks delivers the software, silicon and systems that transform the experience and economics of networking. The company serves customers and partners worldwide. Additional information can be found at www.juniper.net.Corporate and Sales Headquarters APAC Headquarters EMEA Headquarters To purchase Juniper Networks solutions,Juniper Networks, Inc. Juniper Networks (Hong Kong) Juniper Networks Ireland please contact your Juniper Networks1194 North Mathilda Avenue 26/F, Cityplaza One Airside Business Park representative at 1-866-298-6428 orSunnyvale, CA 94089 USA 1111 King’s Road Swords, County Dublin, Ireland authorized reseller.Phone: 888.JUNIPER (888.586.4737) Taikoo Shing, Hong Kong Phone: 35.31.8903.600or 408.745.2000 Phone: 852.2332.3636 EMEA Sales: 00800.4586.4737Fax: 408.745.2100 Fax: 852.2574.7803 Fax: 35.31.8903.601www.juniper.netCopyright 2012 Juniper Networks, Inc. All rights reserved. Juniper Networks, the Juniper Networks logo, Junos,NetScreen, and ScreenOS are registered trademarks of Juniper Networks, Inc. in the United States and othercountries. All other trademarks, service marks, registered marks, or registered service marks are the property oftheir respective owners. Juniper Networks assumes no responsibility for any inaccuracies in this document. JuniperNetworks reserves the right to change, modify, transfer, or otherwise revise this publication without notice.2000344-005-EN Sept 2012 Printed on recycled paperCopyright © 2012, Juniper Networks, Inc. 7

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