Content deliverynetworks improvingthevideoexperience

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Content deliverynetworks improvingthevideoexperience

  1. 1. Content Delivery NetworksImproving the video experience Abstract: Content Delivery Networks are rapidly evolving as the demand of content is becoming more and moreNTSS CSU profound. Telcos have been predominately passive till today in accessing the impact of content explosion on their network. Both core and access networks would need to undergo changes to better shape and monetize the content traffic. Tech Mahindra Telco CDN 2.0 framework provides strategies to address these needsAuthors:Chitresh Markanda, Principal Consultant –IP networksGururaj Phadnis, Sr. Consultant- IP networksRaj Sahakari, Sr. Consultant- Customer Premise TechnologiesChirag Shinde, Consultant in Wireless Technologies © Tech Mahindra Limited 2010
  2. 2. Table of ContentsIntroduction ............................................................... 2Architecture of Hybrid CDN ............................................. 3Benefits to Telcos ........................................................ 3Conclusion ................................................................. 4 © Tech Mahindra Limited 2010 1
  3. 3. IntroductionContent Delivery Networks have evolved from providing web services to building end to end network forthe delivery of online audio video streaming Services with guaranteed QoS. Typical CDN operators havedistributed data centers with routing mechanisms at “edge networks” with a local connection to ISPs.With a demand to deliver more and more services and video becoming more popular the CDN operatorshave come up with: Own overlaid networks with strategically located geo-specific high capacity data centers High performance and reliable network with optimized routing mechanisms Fault-tolerant with efficient fall back systems Guaranteed QoS for user requested servicesAkamai is seen as the clear leader in 2009. Of 22.5 billion professional videos delivered Akamaidelivered 32%, limelight 12%, Level 3, 11%. 400 million USD is invested in the last 24 months (VC,Forrester 2009). Trends are seen where major players like Akamia, limelight, CD Networks and othershave taken merger and acquisition routes to create leadership in the market.In todays landscape the CDN operators have dominated and building pressure for telcos to eitherpartner with them or build their own CDN. Best example is BT committing to build and launch their ownCDN by end of this year, Bell Canada partnering with limelight networks, Deutsche Telecom offeringCDN services through Edgecast. Verizon and Telefonica have started field trials.Types of CDNsCISCO, Juniper and others offer various hardware products to efficiently build Content deliverynetworks. As part of CDN CISCO offers data storage servers, range of routers and specialized softwareCisco Application and Content Networking System (ACNS) for content delivery. Though the hardwarebased CDN are efficient there are tradeoffs in terms of scalability and investment for upgrades.Software based CDN addresses these tradeoffs by deploying application based servers and data centersgeographically. Akamai, limelight and others have built a large network across globe by deploying geo-targeted high capacity data centers and creating an overlaid network on telcos network. With “ColudComputing” becoming popular CDN operators have started moving their data storage onto cloud andstarted offering Cloud CDN. Recent news of Edgecast partnering with GoGrid is an example. Amazonoffers Cloud CDN through their “Cloud Front” platform.TrendsThe current CDN players offer online audio, video download and streaming services. With advancementin technology CDN operators are gearing up for offering High Definition Content Services, Edge cachingAdvertising based services, Live Event transmissions and UGC with hybrid P2P approach. P4P is evolvingto streamline P2P traffic with is expected to grow by 400% in 5 years. © Tech Mahindra Limited 20102
  4. 4. Architecture of Hybrid CDN Figure (1): Telco CDN 2.0 – Hybrid CDNFigure 1, presents various CDNs that are needed to deliver content effectively. Typically, Edge(between Core and Access network) is the “middle mile” or peering point for a CDN. CDNs traditionallyare overlayed beyond the edge (into the core) via small number of dedicated content distributionservers. Hybrid CDN covers content distribution both on the core and the access networks. Keyobjectives of Hybrid CDNs include the following: Able to deliver HD (High Definition) Content over CDN Able to live stream content Able to Edge monetize content – via Byte billing or advert insertion Able to localize traffic especially P2P and UGC trafficFor an end to end content delivery SLAs – Service management, Rights management, Reliability andPrice are important considerations. Another important consideration is QoS guarantees across CDNnetworks. P2P traffic management, localization of P2P traffic is important to reduce peeing cost.Moreover, Ad-splicing and content adaptation at the Edge can introduce monetization of user generatedtraffic.Benefits to TelcosKey Advantages of the proposed architecture arise from better management of user generated traffic.Some of the advantages include Being able to launch Multi-tenant services and being able to guarantee reliable, optimized service delivery Help Telco’s to launch HD content over its network – for video streaming, download, P2P traffic Enable User generated content over its networks effectively and monetize it Launch live-streaming services both (events and user generated) over its networks Being able to launch Ad-funded revenue model for P2P and user generated traffic © Tech Mahindra Limited 2010 3
  5. 5. Finally, deliver good user experience by better management and shaping of trafficPotential Telco applications includes – Broadcast and Stagger cast TV HDTV EPG and Interactive TV User Generated Broadcast Video Conferences Video on Demand Application/Web Hosting and Edge caching servicesConclusionTelcos’ need to introduce CDNs in their networks as demand for user generated as well as professionallyavailable content is becoming more and more profound. Telcos can adopt various strategies includingupgrade of network equipment, service management equipment; create/lease overlay networks for thecore network.For the access network, Telcos need to focus of user generated traffic (user generated traffic, semi,professional content) and optimize both the cost of transmission and storage of these contents. TechMahindra’s Telco CDN 2.0 framework addresses both core and access networks requirements of CDNs.ABOUT TECH MAHINDRA:Tech Mahindra is a global systems integrator and business transformation consulting organizationfocused on the communications industry. With the convergence of media and telecom, the changinglandscape of the telecom industry is becoming extremely competitive. As companies rapidly strive togain a competitive advantage, Tech Mahindra helps them innovate and transform by leveraging itsunique insights, differentiated services and flexible partnering models. This has helped our customersreduce operating costs and generate new revenue streams. Margins from connectivity are rapidly fallingand future growth in revenues will only come from new applications, content and services. Hence,operators today are busy addressing business opportunities revolving around commerce, content,convergence and customer experience to gain a sustainable competitive advantage. At Tech Mahindra,we understand this and we offer solutions that help our customers achieve their business goals. © Tech Mahindra Limited 20104

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