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Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
Digital media Series - caching & opportunity landscape - mobile video
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Digital media Series - caching & opportunity landscape - mobile video

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Digital media Series - transparent-caching & opportunity landscape - mobile video

Digital media Series - transparent-caching & opportunity landscape - mobile video

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  • 1. . . SPINOVER    |    DIGITAL  MEDIA  SERIES  . . . .   Mobile  Video  &  Caching Opportunity  assessment   Sujit  Mishra  
  • 2. Introduction As  video  streaming  and  rich  media  downloads  continue  to   flood  operator  networks,  with  no  end  in  sight,  network   operators  are  evaluating  and  deploying  transparent   Internet  caching  inside  their  networks  to  address  a   broader  range  of  Internet  content.     Telcos,  carriers,  MSOs  and  ISPs  are  hard  at  work  building   out  CDN  and  transparent  caching  services  inside  their   network  for  the  delivery  of  video.  
  • 3. Changing  landscapes •  TV  is  no  more  ‘the  entertainment  gatekeeper’  –  consumer  wants   connected  experience  (seamless  between  –  device,  network,   content)  •  Realtime  entertainment  is  big  -­‐  *25%  of  US  mobile  phone  owners  watch   video  at  least  once  a  week  on  their  phone  •  Tablet  users  like  long-­‐form  content  -­‐  *Thirty-­‐two  percent  of  people  who   watch  video  on  tablets  weekly  are  viewing  full-­‐length  TV  episodes  or  full-­‐length   movies  •  Customer  experience  is  critical  pillar  of  differentiation  -­‐  *49%  of   consumer  (in  a  survey)  said  they  are  “very  willing”  to  pay  an  extra  10  percent  per   month  for  higher  speeds  automatically  provisioned  to  them  based  on  usage  to   improve  their  QoE  •  The  lines  are  blurring  between  the  roles  of  over-­‐the-­‐top  (OTT)   providers,  network  owners  and  devices  manufacturers     *  Source  :  Yankee  &  various  online  reports
  • 4. Impact  vs.  opportunity •  Build  on-­‐deck  3-­‐screen  entertainment  •  Increased  capital  investment  to   propositions,  which  becomes  more   build  new  bandwidth  capacity  in   appealing  as  consumers  get  more   fixed  and  mobile  access,   comfortable  watching  video  on   smartphones  and  tablets   aggregation,  backhaul,  edge  and   •  Introduce  tiered  pricing  models  that   core  network   bring  customers  back  to  paying  for  what  •  Increased  transit  costs,  especially   they  use   for  Tier  2/3  network  operator   •  Build  their  own  CDNs  to  compete  for   CDN  retail  and  wholesale  spending  and  •  New  investments  in  tiered   optimize  existing  network  investments   bandwidth  pricing  and  usage  caps,   for  online  media  delivery   content  caching  or  traffic  shaping   •  Leverage  their  own  network  footprint   to  cache  content  closer  to  users,  •  Enhanced  interest  in  network   increasing  perceived  QoE  by  reducing   optimization  solutions   content  response  times  •  Investments  in  organic  CDN   •  Package  subscriber  intelligence  insights   capabilities   into  usable  formats  for  interested  third   parties  such  as  content  owners,   aggregators  and/or  advertising  agencies  
  • 5. Focus  :  Transparent  caching Transparent  caching  scores  high  in  network  operational   savings  and  enhancing  perceived  QoE.  It  scores  high   because…    •  Optimizes  bandwidth;  store  and  deliver  popular  OTT  Web  content   in  caches  positioned  locally  within  a  service  network  •  Brings  in  better  QoE  altogether,  specially  for  popular  contents  •  They  are  “transparent”  -­‐  they  do  not  manipulate  content  protocols   or  file  types,  nor  do  they  disrupt  business  logic  for  the  owners  of   cached  content  •  Is  low  on  capital  intensity,  making  it  particularly  attractive  to   evaluate  closely  •  Brings  in  new  revenue  opportunities  for  OTT  content  monetization   –  guaranteed  QoE  
  • 6. History Content  caching  technology  utilized  for  network   optimization  has  been  available  for  many  years,  and  today,   there  are  a  couple  of  different  types  of  caching  approaches   being  used.    •  Originally  for  basic  web  caching  –  Web  pages,  HTML  files,  Web   objects.    •  Objective  :  application  acceleration  &  scale  •  Then  there  are  “service  specific  caching”  like  “Google  cache”  •  Business  model  :  content  delivery  network  (CDN)  make  their   money  from  content  publishers  who  typically  pay  based  on  volume  
  • 7. Twist  in  the  tale Content  delivery  network Network  service  operators •  They  are  paid  by  content   •  Their  money  comes  from  their   publishers   subscribers  •  Internet  bandwidth  cost  has   •  Bandwidth  cost  inside  wireless   gone  much  cheaper  in  last   ecosystem  is  too  high   decade   •  Huge  investment  with  hardly  any  •  They  tend  to  gain  from   return  –  “non-­‐sustainable   increasing  video  traffic   business  model”  •  Good  job  distributing  content   •  Handle  content  travel  inside   regionally,  until  traffic  leaves  the   network  service  operators  until   CDN  servers   last  mile  (network  edge)  •  Content  stored,  based  on   •  Cache  the  content,  based  on   business  agreements   intelligent  decisions  
  • 8. Internal-­‐‑CDN  &  Transparent  caching two  technologies  complement  each  other  in  the  context  of   holistic  media  delivery  architecture  •  An  internal  CDN  store,  distribute  and  deliver  on-­‐net,  premium  content  such   as  IPTV  and  mobile  video.  Within  a  CDN,  a  transparent  cache  is  not   necessary  because  CDN  is  used  to  distribute  content  it  has  legal  rights  to   cache  •  A  combination  of  internal  CDN  and/or  transparent  caching  help  monetize   network  and  IT  assets.  SPs  can  monetize  their  CDN  investment  by  cost-­‐ effectively  distributing  their  own  content  or  renting  capacity  to  content   owners  in  a  business  model  similar  to  that  of  stand-­‐alone  CDNs  such  as   Akamai  and  Limelight  •  The  single  biggest  driver  for  SP  interest  in  transparent  caches  is  that  they   bring  popular  content  closer  to  users  in  cases  where  the  SP  does  not  have   the  legal  right  to  use  its  internal  CDN  for  caching  HTTP  content.  This  type   of  traffic  represents  up  to  80  percent  of  all  Web  traffic  traversing  Internet   peering  links.  This  is  particularly  important  as  more  IP  traffic  types  move  to   standard  HTTP-­‐based  delivery  models  
  • 9. Solution  segmentation • Fast  ROI  for  Tier  2/3  operators  with   PeerApp,  Oversi,   expensive  IP  transit  costs   Transparent   • Better  QoE  and  cost  reduction  for   Bluecoat*,  BTI,   Dialogic,  Juniper,   Caching  only   Tier-­‐1   Verivue,  Huawei,     • Most  Tier  1  network  operators  are   Cisco,  Juniper,    Internal  CDN  &   pursing  internal  CDN  strategies  to   lower  opex  costs  to  deliver  their  own   Edgeware,  Verivue,   transparent   rich  media  services  and  position   Huawei,  ZTE,   themselves  to  offer  CDN  services  to   caching   enterprise  customer   AlcatelLucent,   Azuki,  Skytide     Consumers  want  the  freedom  of  the  internet  but  with  the  QoS  of   walled  garden  services.  Telcos  can  deliver  that  promise   *  Bluecoat  is  bought  over  by  Thoma  Bravo
  • 10. Future *  Img  source  :  JS  ref  doc
  • 11. Transparent  caching  –  QoE/RT* *  RT  –  Response  Time  The  global  transparent  caching  market  is  poised  for  robust  growth  driven  by  an  increased  demand  for  web  based  video.      Still  in  its  infancy,  the  markets  worldwide  revenues  should  equal  just  over  $140M  in  Yr-­‐2011  and  is  expected  to  grow  at  a  compound  annual  growth  rate  of  39.3%  from  2010  to  2014  to  reach  over  $400M  dollars  in  revenues  by  2014  *  Frost  &  Sullivan  
  • 12. Transparent  caching  :  Must  have  feature 1   •  Should  cache  :  most-­‐viewed/viral,  potential-­‐viral;  in  multi-­‐codec,  multi-­‐size,   multi-­‐device  prof     •  Should  keep  unique  copy  of  content  for  different  URL   •  Should  do  “Prefix  caching”  -­‐  where  initial  portions  of  videos  are  cached  to   reduce  playback  latency.   SMART   •  Should  do  “Segmented  caching”  –  with  the  basic  minimum  implementation  of   “popularity-­‐based  segmented  caching”,  where  caching  of  entire  videos  is   dynamically  managed  based  on  popularity  predictions.   •  Should  do  “caching  with  network  DVR  like  seek  functionality   •  Must  support  multiple  protocols  and  content  types  :  HTTP  video,  HTTP-­‐based   file  sharing,  Adobe,  QuickTime,  Silverlight,  real-­‐time  messaging  protocol   (RTMP)  and  real-­‐time  streaming  protocol  (RTSP)  2   •  Should  not  impact  any  application  or  service  logic,  meaning  critical  functions   TRANSPARENT   like  authorization  and  click-­‐thru  impressions  are  preserved  so  as  not  to  impact   OTT/content  business  models   •  Should  not  serve  stale  content  or  content  that  has  been  removed  from  the   Internet  
  • 13. Transparent  caching  :  Must  have  feature 3   •  Rules  should  be  controlled  within  the  realm  of  its  network  operations.   BUSINESS  PROCESS   Allowing  SPs  to  determine  the  speed  at  which  content  should  be  accelerated   while  being  mindful  of  congesting  downstream  elements  in  the  network.     •  Should  allow  SPs  to  manage  –  “white-­‐listing  /  black-­‐listing”  of  URL  (content   source,  request  source/subscriber)  and  specific  content  or  content  genre/ category     •  Should  allow  SPs  to  define  :  “house-­‐keeping  rules  -­‐   o  For  cache  time  to  expire     o  Content  cache  hit  vs.  content  cache  level   o  Clean-­‐up/purging  rules   •  Should  allow  SPs  to  configure  :  content  sync  rules  between  master  &  cache   content  serving  nodes;  manage  ACCP  (access  control  for  content  copy)  4   ARCHITECTURE   •  Should  support  “distributed  &  hierarchical  –architecture”  (for  broadband),   and  “distributed-­‐arch”  (for  wireless/IP-­‐Core)     •  Should  support  “transparent  in-­‐band  architecture”  :  where  the  session   between  the  subscriber  and  origin  would  be  preserved,  but  requested  objects   are  cached  or  served  from  cache  based  on  analysis  performed  by  the  cache   system       …  
  • 14. Transparent  caching  :  Must  have  feature … •  Traffic  for  “transparent  in-­‐band  cache  systems”  would  be  redirected  using  :   o  policy-­‐based  routing  (PBR)     o  deep  packet  inspection  solution   ARCHITECTURE   o  Web  Cache  Communication  Protocol  (WCCP)     o  application  load  balancing  equipment   •  Should  support  “transparent  in-­‐band  architecture”  :  where  border  gateway   protocol  (BGP)  or  static  routing,  is  would  direct  request  traffic  to  a  cache   manager,  where  request  is  analyzed  and  based  on  an  algorithmic  decision,  a   specific  content  request  is  directed  to  a  cache  server  that  has  the  object  in   storage  to  serve  the  object.  In  the  event  that  the  requested  content  is  not   available,  the  cache  manager  would  forwards  the  request  to  the  origin  and  the   content  would  flow  directly  from  the  origin  to  the  requester.  And  it  would  tell   a  cache  server  to  retrieve  the  content  from  the  Internet  for  the  next  user.     Cache  managers  (masters)  would  be  centrally  located.  5   •  Should  have  QoE  agent,  continuously  monitoring  and  measuring  following,   and  accordingly  system  should  optimize  itself  automatically  :   QoE   o  Perceptual  quality  (as  user  would  see)  of  content  available  in  cache   o  Quality  measurement  of  content  received  from  source  vs.  cached  vs.  stream  downwards   o  Quality  measurement  of  content  served  directly  from  source  to  end-­‐device,  passing   through  cache  manager  
  • 15. Transparent  caching  :  Must  have  feature 6   •  System  should  log  every  metadata  of  request,  response  into  database  and   CDR   •  System  should  allow  data-­‐query  interface  &  API  for  “Business  intelligence  and   STATS  &  OAM   analytics”   •  System  should  provide  some  real-­‐time  information  on  via  dynamic  UI   (browser-­‐based)   o  Cache  gain  details  (The  ratio  between  Cache  Output  and  Cache  Input).  A  higher  Cache   Gain  indicates  higher  cache  efficiency   o  Cache  hit  ratio   •  System  should  allow  –  Network  management  &  OAM  stuff,  along  with  SNMP   support.  
  • 16. Disruptions  &  threats •  If  major  OTT  or  virtual  MSOs,  starts  encrypting  content  while  streaming   downstream  –  caching  then  solves  only  a  part  of  problem  •  OTT  never  liked  middleman  between  his  customer  and  himself  –  as  they   are  scared  of  missing  valuable  behavioral  &  analytical  data  of  their  end-­‐ users   o  OTT  would  continue  changing  HTTP  header  parameters,  URL  and  their  metadata  encoding   schemes  •  Video  advertising  on  mobile  videos  would  make  life  of  cache  middleman   more  difficult  •  DMCA  (Digital  Millennium  Copyright  Act)  and  related  EU  copyright  act,   doesn’t  define  very  clearly  the  copyright  rules  for  mobile  internet,  as  was   originally  done  for  ISP  (open  internet)    
  • 17. What’s  happening  in  the  field? •  Alcatel  partners  with  Bluecoat  to  deliver  comprehensive  “internal-­‐CDN  and   transparent  caching  solution”  to  a  tier-­‐1  telecom  operator.  (Note  :  Alcatel   acquired  Velocix,  which  got  them  media  delivery  infrastructure  capabilities  and  real-­‐world   experience  in  running  a  CDN  business)  •  EdgeCast  and  PeerApp  Team  Up  To  Combine  CDN  With  Transparent   Caching  •  True  Internet  selects  Oversi  OverCache  for  its  superior  performance,   scalability  and  Out-­‐of-­‐Band  architecture  (reaches  100  Gbps  of  net  cache   out  capacity)  •  Oversi  Signs  Nine  New  Customers  in  Latin  America  •  Verivue  Joins  itaas,  RGB  Networks  and  Verimatrix  to  Ease  Deployment  of   Live  Video  Streaming  to  Multiple  Screens  
  • 18. Snapshot  :  EdgeCast  &  PeerApp
  • 19. Thank  you. Sujit  Mishra   Sujit@spinover.com   New  Delhi,  India    

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