130815 - Content Delviery Networks for the IEEE Singapore Broadcast group

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130815 - Content Delviery Networks for the IEEE Singapore Broadcast group

  1. 1. Page: 1 Presentation Notes Paul Southern, Pasoco Pte Ltd Paul Southern Speaker: Content Manager: Title of presentation: Name of Event: Location of Event: Presentation date/time: Length of presentation Audience: Thursday 15 August 2013, 4-530pm 60 (plus Q&A) IEEE Broadcast Technology Society Singapore Chapter Franklin at Level 11, Connexis South Tower, 1 Fusionopolis Way, Singapore 138632 CDN Public, non NDA. A*Star, NUS. IEEE members Press Announcement: https://meetings.vtools.ieee.org/meeting_view/list_meeting/19605 Host: Guo Huaqun (I2R)
  2. 2. Page: 2
  3. 3. Page: 3
  4. 4. Page: 4 Paul Southern • 25 years in IT, telco, media and digital experiences • Large MNCs and startups • Mature and emerging markets on 6 continents • IPTV/OTT, cloud, CDN, Asianization, UX • Sales, strategy, CTO, business development, development, support, Professional Services, consulting, founder • CTO APACcache
  5. 5. Page: 5 Internet megatrends Drivers for CDN Enterprise CDN Transparent caching Future of CDN
  6. 6. Page: 6 Internet megatrends
  7. 7. Page: 7 Internet megatrends 1 • Cloud: 1/3 of all data will live in the cloud by 20201, 2/3 of all workloads2 • Media: More than 90% of Internet traffic will be video by 20151 • Mobile: 50 billion / 10:1 devices per internet user by 20202 • Security: Cyber attacks cost companies up to $100,000/min3 Sources: 1-Cisco, 2-Akamai 3-McAfee, all c/o Akamai
  8. 8. Page: 8 Internet megatrends 2 • 45% of world’s internet users in Asia1 • 11m new users every month1 • 64% of Asians purchased online2 • $1T, +21% global eCommerce revenue in 20122 • 69% of Asians watch internet video1 • 2X India online video consumption 2011-20133 Sources: 1-We are social, Oct. 2012, 2-eMarketer, Feb. 2013, 3-Comscore, May 2013, all c/o Akamai
  9. 9. Page: 9 Media explosion • Media traffic Tbps – 2006 = 1 – 2009 = 2.6 – 2012 = 10 – 2015 est = 50 – 2020 est = hundreds Sources: Akamai
  10. 10. Page: 10 Internet traffic: NA, Asiapac Sources: Sandvine
  11. 11. Page: 11 Enterprise architecture • Old – Email access & corporate apps, using corporate PC – Static website for information • New – Datacenter & dynamic website – Corporate apps – Branches & corporate WAN – Intranet & VPNs – Cloud providers (IaaS/PaaS, private/public) – SaaS/App providers (Salesforce, Office365, etc) – Business partners, esp SCM, CAD/CAM, media
  12. 12. Page: 12 Drivers for CDN
  13. 13. Page: 13 Drivers for CDN • The internet – topology, investment, ownership • Users’ expectations
  14. 14. Page: 14 ℗ Driver #1 – The internet • The internet is a collection of nodes and links – National operators – Transnational operators – Peering points & bottlenecks – Access control • Commercial considerations
  15. 15. Page: 15 ℗ Delivering internet content • Backends (eg: CMS) to web-servers to NICs to the internet • Multiple operators & bandwidth costs • Last mile • Last meter
  16. 16. Page: 16 Southeast Asia
  17. 17. Page: 17 Example: Changi Cable Landing Station • Station Name: Changi Cable Landing Station, or Changi CLS • Station Owner: Singtel • Available Backhaul Providers: Singtel, Tata, Pacnet, etc. • Submarine Cable Systems: – AAG – APCN – EAC – TIC (Tata Indicom Cable) – TGN-IA – TIS (Thailand-Indonesia-Singapore) – MIC-1 (Moratelindo International Cable-system One)
  18. 18. Page: 18 CDN math for 2020 • Demand (at the edge) – 1.5B Primetime Viewers x 7 Mbps = 10,000 Tbps – 400M Lines x 25 Mbps = 10,000 Tbps • Supply (at the core) – 100 Major Networks X 5 Tbps = 500 Tbps • 500/10,000 = only 5% of demand served ! Source: Akamai, Jan 2013
  19. 19. Page: 19 Driver #2 – Users’ expectations • Users’ expectations OR brands’ offerings ? • Latency – page load, video choke, etc…
  20. 20. Page: 20 Latency: the business impact • A 0.1sec increase in loading time… = a 1% decrease in sales. (1% of Amazon’s 2012 sales = $480M)1 • A 0.5sec increase in loading time… = a 20% decrease in traffic and ad revenues.2 • After 3sec wait… 57% of users give up, of which 80% never come back.3 Sources: 1-Amazon c/o Ericsson, 2-Google c/o Ericsson, 2-Edgecast
  21. 21. Page: 21 CDN beginnings • Pre-CDN technologies for websites: server farms, hierarchical caching, caching proxies. • Akamai (ex MIT) accelerates on-demand “Breaking News” video. • In parallel: – Big ISPs & Hosters build their own CDNs. – CDN network operators enter market. • Cloud provider deploy CDN (and vice versa).
  22. 22. Page: 22 CDN today • [ BTW, our browsers cache ] • Proprietary CDNs – Google: YouTube, Apple: iTunes , etc… • Multi-tenant CDNs for enterprise – Objects, downloads, video – AJAX/JQuery CDNs (hosters) – Hybrid / partnerships per-country • Other CDNs – Mobile CDNs – Aware CDNs, eg: location, device, language • Transcode, ad-serve
  23. 23. Page: 23 Enterprise CDN
  24. 24. Page: 24 Enterprise CDN • Purpose: – Enterprise offers users a better experience • Faster page-loads, response times • Video-quality • Players: – Enterprise = buyer – CDN operator = seller (nodes and networks) – ISPs = partner of CDN operator
  25. 25. Page: 25 Objects, Static & dynamic • Static websites – Cached objects – Images – Large files (eg: EXE’s, updates) • Dynamic websites – Not cached per se – Route accelerated – Compute accelerated
  26. 26. Page: 26 Traditional CDN • Traditional CDN (static, DSA) – Spread load, handle surge/spike/route failure – UX – faster loading / playing – Subcontract delivery – Essential for upsell, paid/premium content • Enabled by: – Presence at edges – Secret sauce, capture and redirect – On-demand propagation – Ability to scale, speed, per-geo, etc… – Price (versus competitors) – Enterprise must balance ROI
  27. 27. Page: 27 CDN’d objects http://i2.cdn.turner.com/cnn/dam/assets/ 130620233110-singapore-haze-6-horizontal-gallery.jpg 17KB image evernote.s3.amazonaws.com xxxx.ak.fbcdn.net
  28. 28. Page: 28 CDN’d objects
  29. 29. Page: 29 Traditional CDN – how it works • Content delivery component – Origin server and a set of edge servers (surrogates) to replicate content • Content distribution component – Moves content from the origin to edge servers and ensures consistency • Request-routing component – Direct user requests to edge servers – Interact with the distribution component to keep an up-to-date view of content • Accounting component – Maintains logs of client accesses and records usage of the servers – Assists in traffic reporting and usage-based billing
  30. 30. Page: 30 ChinaCache example Government E-Commerce Media Finance Games ICPs ISPs Enterprises
  31. 31. Page: 31 Video • Live vs On-demand – Live = in realtime, concurrent, multicast – On-demand = not realtime, unicast • Big live events – Inaugurations, weddings, sport events, chats • Obama 2010 on CNN.com: 1.3m • Royal wedding 2011 on Akamai: 2.9m + Others • On-demand – Esp viral video, breaking news
  32. 32. Page: 32 Plugins
  33. 33. Page: 33 Dynamic site acceleration (DSA) • Oftentimes webpages are compiled (ie: html generated) when a user does something, eg: next. • DSA doesn’t work well for – Highly volatile data & extreme accuracy needed, eg: seat availability – Compute – Search • DSA accomplished by – TCP optimization – Route optimization – Connection management – On-the-fly compression – SSL offload – Pre-fetching
  34. 34. Page: 34 Transparent caching
  35. 35. Page: 35 The ISP’s dilemma #1b
  36. 36. Page: 36 The ISP’s dilemma #1a
  37. 37. Page: 37 The ISP’s dilemma #1c
  38. 38. Page: 38 Transparent caching • Purpose: – ISP to reduce cost of international bandwidth • Players: – Enterprise = not involved – CDN operator = seller (nodes) – ISPs = buyer
  39. 39. Page: 39 TC – performance
  40. 40. Page: 40 TC – performance
  41. 41. Page: 41 TC – What matters • Locked-in matters: commodity versus proprietary hardware (and software) • Origins matter: cache the expensive origins • All operators matter: wholesale transparent cache (TCaaS) • Meetme’s matter: cloud and CDN • Rackspace matters: plethora of private CDNs • Measurement matters: P2P will always be big
  42. 42. Page: 42 Future of CDN
  43. 43. Page: 43 CDN vs Cloud • Cloud centralized & CDN at edge – Complementary – CDNs doing cloud, Clouds doing CDN – Eg: Microsoft Azure CDN, Amazon AWS (S3, EC2, Cloudfront) • Many origins in cloud, eg: in AWS – Especially good for large object, eg: AWS S3 • ChinaCache’s Orca – Management systems in cloud (prov, billing, mtc) – Objects from origins moved to cloud (new origin) then cached
  44. 44. Page: 44 Future of CDN • CDN standards / federated CDNs • Off-the-shelf application-specific mini-CDNs, eg: – Learning environments with interactive • Similar to Go To Meeting, Webex – Digital signage – CSN / Content Service Netwokr • Partnerships – CDN operator + Cloud / Carrier / Hoster • Proprietary networks – Differentiation, plugins
  45. 45. Page: 45 Future of CDN • Service-Oriented Architecture – Content management based on users’ preferences – Personalization based on data mining – Convergence with big-data systems • Edge compute & DSA – Scripts, animations, DHTML, XML – IOT / internet of things
  46. 46. Page: 46 Thank you Questions? paul@pasoco.biz

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