Aspera In Telco

© 2014 IBM Corporation
IBM Aspera for Telecommunications
Moments matter.

Agenda
Disruption in the Telecommunications Industry
Why IBM Aspera is the Right Response to Industry
Change
Executive Telecommunications Agendas for IBM Aspera
Why IBM is the Right Choice for Telecommunications
2

Of customers want to
order online and
pickup or return in
another channel like
the store. 1
DISRUPTOR: Digitally empowered
customers are changing the way
commerce is done and while
elusive they are extremely valuable
to providers
Of users do research
via their social
network(s) prior to
making a purchase
decision for a product
or service. 1
Is how much more an
advocate of a brand
spends with that
company than an
antagonist of a brand.
1
Of telecom customers
identify themselves as
advocates of their
provider. The advocacy
rate for telecom is half
what it is for retail. 1
Evolving customer behaviors and
priorities create new
communications challenges and
opportunities
84% 1/562% 12%
3

Shifting ground: telecom landscape changes
Source: Question E9–How do you see the landscape changing over the next 3 to 5 years?; Telecommunications n=218
Operational
control
Partnering to
increase efficiency
Focus on customers
as segments
Face-to-face
interaction
Smaller
partner base
Organizational
openness
Partnering to
increase value
Focus on customers
as individuals
Social/digital
interaction
Bigger partner
network
27%
16%
18%
27%
12%
55%
68%
65%
82%
75%
Neutral
3a.Open up to
customer
influence
3b.Pioneer digital-
physical
integration
3c.Craft engaging
customer
experiences
4. Pulling
together
DISRUPTOR: And
Telecommunications CxO’s
understand how important a
relationship with the digitally
empowered customer is
2 out of 3 of telecom CxOs expect
difficulty in understanding and engaging
the customer as an individual rather
than as a category or market segment.
4

DISRUPTOR: Over The Top (OTT)
Providers Are Consuming More
Data And Offering More Telecom-
like Services
Together, Netflix and YouTube/Twitch
make up nearly 50% of peak
download traffic in North America
After being purchased
by Facebook,
WhatsApp announces
they will roll out voice
over IP (VoIP) services
to 500 million users
worldwide. 1
$386
Billion
USD
Netflix now accounts
for nearly 35% of all
downstream
bandwidth during peak
usage times - a service
that did not even exist
7 years ago.2
The amount of revenue
that will be lost between
2012 and 2018 globally
by telecom providers to
OTT providers like Skype,
Viber, WhatsApp and
others. 3
5

DISRUPTOR: Industry Leaders are
Struggling with Synchronization and
Timely File Transport
Does your company have the ability to
synchronize its critical internal and
external systems?
6
of organizations regard synchronization
as critical to their overall success …
17%
83%
Yes, encompassing everyone
No, not with everyone
3%
34%
73%
Not critical Neutral Critical
Value chain
synchronization
survey – Feb, 2012
for IBM
… however, only can
synchronize their internal and external
systems to drive business performance
and success
17%73%

Agenda
Change
7

IBM Aspera Solutions Add Key Capabilities In IBM’s Market Leading
Data Movement and Managed File Transfer Capability
Community-Centric
Multi-protocol edge gateway
for universal connectivity to the
business community
Person-Centric
File sync and share
Emerging Use Cases
Governance
Security Common perimeter services, proxy and authentication
Actionable visibility for business, operations and compliance
Direct to Cloud
…
System-Centric
Automated, reliable, secure
transfers for system integration
High-Speed Large file/data set transfer and sync
8

Smarter Commerce: IBM Aspera
Capabilities Resolve
Telecommunications Industry
Imperatives
 Digital Service Provider Enablement
• IBM Aspera File Sharing Suite
 Video Infrastructure
• IBM Aspera High Speed File Transfer
 IT Transformation
• IBM Aspera High-Speed Sync
"With Aspera, we get a full suite of
solutions that accelerates almost every
aspect of our highly customized
workflows, giving us a key strategic
advantage over others...” 1
- VP of Infrastructure & Technical
Services
9
Accelerate Digital
Transformation
Create Infrastructure
Agility

of organizations
report they are
challenged to move
big data quickly and
efficiently enough to
meet business
requirements. 1
Smarter Commerce: IBM Aspera
Capabilities Accelerate Business Value
with Cumulative Benefits
According to a recent study, IBM Smarter
Commerce pays back $12.05 USD for
every $1 USD spent. 4
bandwidth utilization
by FTP on high speed
lines over distance
without IBM Aspera
technology. 2
The number of hours
it now takes to setup
for large file projects,
down from 2-3 weeks
without IBM Aspera
technology. 4
Transcontinental file
transfer speed
improvements after
deploying a High Speed
File Transfer & Sync
with no hardware or
network upgrades
required. 3
88% 100x<3% 2-3
10

Agenda
Change
11

IBM Aspera for Telecommunications Customer, Video and Network
Executives
Digital
Front Office
& Smarter
Networks
High Speed
Marketing
Coordination
High Speed
Digital Video
File Transfer
and Streaming
CMO
Retail Leader
Chief Service Officer
________________________
CEO
Video Broadcast Executive
Content Delivery Leader
________________________
FSS HFT
Eliminate the bottlenecks
of traditional TCP and
physical transport
solutions by enabling
ultra-secure IBM Aspera
High-Speed File Transfer
(HSFT) on premise and on
the cloud to all members
of the broadcast and
distribution and delivery
ecosystem.
12
Increase flexibility and
workflow capabilities
along with the ability to
accelerate transfer of
large graphic marketing
assets by 100x to
deliver a coordinated
and secure marketing
solution with the IBM
Aspera File Sharing
Suite (FSS).
HSS
Utilizing IBM Aspera High
Speed Sync (HSS) for
extremely fast and
efficient cloud, data
center and on premise
synchronization for
sharing, distribution and
disaster recovery.
High Speed
Data Center &
Cloud Sync
CTO
Chief Information Officer
VP of Data Centers
________________________

© 2014 IBM Corporation13
TOFROM
FSS
HIGH SPEED MARKETING
COORDINATION
SmarterCommerce B2B
Inconsistent
& Slow
Coordinated
& Fast

increase in adoption rate
by community members
reduction in time spent to
roll out new advertising
assets to storefronts and
resellers
60%
80%
FSS HIGH SPEED MARKETING COORDINATION
A large North American consumer product brand
needed a better way to coordinate marketing
asset design and delivery internally, externally
with partners, in the cloud and out to physical
stores and resellers.
14
marketing

Growing
Marketing Asset
Volumes And
Channels:
Social media video and
online content
Internal and external
(partner) drafts and
design revisions
Digital
signage
Shannon And Her
Colleagues Are
Using A Variety Of
Services To
Collaborate:
Local store
branding
Traditional print
branding
Physical media
delivery
Cloud transfer
services
IT provided
tools (FTP)
E-mail
attachments
TELECOM MARKETING ASSET SIZES
AND VOLUMES ARE EXPLODING FOR
MARKETERS LIKE SHANNON
Speed and
security issues
hamper most file
sharing solutions
today – IBM
Aspera File
Sharing Suite
with FASP™
technology
addresses all
these issues and
more to help
marketers do
more. Faster.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
2013 Vanson Bourne B2B Integration and MFT Global Study
30%
29%
29%
10%
15

WITH THE POWER OF IBM ASPERA FILE
SHARING SUITE SHANNON HAS TOOLS
TO COLLABORATE AT SPEED WITH HER
EXTENDED MARKETING TEAM
Browser plugin
or installed
desktop or
mobile app
Supports
significant
files sizes for
branding
including
broadcast
video,
graphic
design and
digital
signage.
DESKTOP &
BROWSER
ACCESS
CLOUD &
SECURITY
SUPPORT
LARGE FILE
SUPPORT AT
SPEED
APIs FOR
SEAMLESS
WORKFLOW
FSS can be
integrated
to existing
marketing
campaign
systems
Easily
integrated
into mobile
and cloud
platform
solutions.
All files for
shared
individuals and
teams can be
synced across
all access points
FSS
Supports
shares
either
locally, in
the cloud or
both
Provides
encrypted
transfers
supporting
industry
standards
HIGH SPEED MARKETING COORDINATION
Accelerate the
sharing of
information
between people,
systems and
communities and
provide high
performance
distribution and
synchronization
of large files
while lessening
the security risk
from sharing file
based
information
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
16

THE IBM ASPERA FILE SHARING SUITE
HELPS SHANNON’S TEAM GET TO
MARKET FASTER WITH NEW
CAMPAIGNS AND TIMELY ENGAGEMENT
Shannon’s company is sponsoring
a live racing event and needs to
develop new commercial video
and social content quickly for a
campaign.
IBM Aspera File Sharing Suite
creates a new paradigm of
speed and agility
for telecommunications
marketing
professionals.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
17
CAMPAIGN
MANAGEMENT
Shannon can quickly
create a new shared space
for the working team that is
secure and easily accessible from
mobile, web or integrated into
existing collaboration solutions.
The production team partner is
able to shoot new footage and
upload the film to the shared
space 100x faster than FTP for
review and approval.
The social and static art
development team is
able to provide large
digital proofs without
worrying about older
versions or extra
versions being sent via
e-mail since everything
is consolidated and
versioned.
Shannon’s
leadership is able
to review and
approve the
campaign assets
days ahead of
schedule due to
the reduced time
for transport and
turnaround.
Final assets are
delivered
through
integration into
existing
campaign
management
solutions for
delivery.

FASP TECHNOLOGY IS THE SECRET SAUCE
THAT MAKES IBM ASPERA FILE SHARING
SUITE UNMATCHED FOR MARKETING
COORDINATION
Reduction in time for on-
boarding new content
partners – from 2-3
weeks to 2-3 hours
Reduction in transfer times –
transfer that was taking 20
minutes now less than 1 min
Increase in total
data shared per day
- from 5GB to 190GB
HIGH SPEED MARKETING COORDINATION
IBM Aspera’s
patented FASP
transport
technology is a
proven standard
for the high-
speed movement
of large files or
large collections
of files over wide
area networks
(WANs).
FSS
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
20x
38x
150
x
18

TOFROM
HFT
HIGH SPEED DIGITAL VIDEO FILE
TRANSFER AND STREAMING
Limited &
Inefficient
Boundless &
Efficacious
SmarterCommerce B2B

of disaster recovery data
synced across the country
every day
2TB+Offering sports, cinema and entertainment channels
to 4+ million customers while working with 250
post-production partners to provide short-form
media content required an upgraded broadcast
workflow that could handle the contribution
process and streamline broadcast operations.
20
“Our primary objective with this
new implementation is to shorten
lead times on material
procurement. We are looking to
achieve maximum velocity to on-air
playout with high-performance
media ingest, delivery and
distribution workflows.” – Head of
Broadcast Operations
video distribution
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMINGHFT

DIGITAL AND MOBILE BROADCAST EXECS
LIKE BRYAN ARE FACING LARGER FILE SIZES
AND EXPONENTIAL STREAMING GROWTH
UltraHD/4k video files can be in excess of 40GB each
Video will account for 79% of all IP traffic in 20181
World Cup streaming topped 4.3Tbs in 20142
Online TV viewers will cross a
critical tipping point in 2014,
surpassing 50% of the US internet
user population3
21
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING
Apple’s iTunes™
Store, Microsoft’s
Xbox LIVE
Marketplace™ and
Amazon Video On
Demand™ require
predictable delivery
time and highly
concurrent transfer
throughput are
critical to meet to
the rapid release
cycles for their
popular portals.
HFT
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE

IBM ASPERA HIGH SPEED FILE TRANSFER
HELPS BRYAN’S ORGANIZATION UNLOCK
LIMITS TO FILE TRANSFER & STREAMING
SPEED AND DISTANCE
Bryan’s team can utilize
web, mobile, desktop or
server clients for ingestion
to the cloud, local storage or
both.
Reduce dependencies on
CDNs and peering servers to
achieve exceptional
customer experiences.
Transfer large file sets like
advertising videos from
third parties 100x faster
than before.
Security is a high priority at
telecom providers and Bryan
can take comfort that his
solution is compliant.
TRANSFER
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
• File workflow
and routing
• Advanced user
and server
management
• Complete
monitoring and
reporting
• High-availability
configuration
(active/active or
active/passive)
• Extensive API
support for
embedding into
existing
transport
solutions
HFT
22

IBM ASPERA HIGH SPEED FILE TRANSFER
HELPS BRYAN’S TEAM PROVIDE BETTER
CUSTOMER EXPERIENCES THAN EVER
BEFORE
Bryan’s broadcast team is supporting a
sporting event being shot in 4k an is
concerned about missing SLA deadlines
due to the inability to receive and
organize inbound video content
increased volumes and file sizes.
“Aspera is now our approved
standard for transferring
content around the world."
Director of Post Production Content
Security at Universal Pictures
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
23
END USER
DELIVERY
Bryan’s team does not have the
budget or the time to make any
significant improvements to his
company’s physical network
hardware or cable infrastructure.
Security requirements for the
content is at an all-time high as
Bryan’s company is the sole
provider of broadcast and online
viewing of the sporting event.
Bryan’s group decides
to deploy the IBM
Aspera High Speed File
Transfer solution in
order to overcome
bandwidth limitations
with traditional IP file
transfers.
The team is able to
deliver live 4k event
video to the cloud
CDN (requires Aspera
on Demand) for
transcoding and
broadcast all over the
world.
Bryan’s team now
has the ability to
move huge 4k
broadcast video files
quickly and securely
to cloud or on
premise repositories
for delivery to end
users.
HFT

IBM ASPERA PATENTED FASP
TECHNOLOGY DELIVERS BLISTERING
SPEEDS REGARDLESS OF TRADITIONAL
FILE AND NETWORK LIMITATIONS
Maximum
transfer speed,
bandwidth
utilization and
maximum I/O
throughput on
any storage
platform
regardless of
number or size
of files
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
• Deployed across
enterprise
servers, private,
public and
hybrid clouds
• Powerful and
flexible security
model
combining
authorization,
user
management,
and access
control
• Search, filtering,
and sorting
capabilities
HFT
24
FILE SIZE
INDEPENDENT
DISTANCE
INDEPENDENT
Transfer,
replicate or
synchronize
your data in all
types of
scenarios: one-
to-one, hub and
spoke,
unidirectional
and multi-
directional
INFRASTRUCTURE
AGNOSTIC
Locate your big data anywhere and
move it seamlessly with high-speed,
secure transfers
ANY
DEPLOYMENT
MODEL
ON PREMISE CLOUDHYBRID

HSS
Speedy &
Reliable
Sluggish &
Unpredictable
SmarterCommerce B2B
TO
HIGH SPEED DATA CENTER AND
CLOUD SYNC

reliability and service levels
operational and resource
costs
One of the largest telecommunications,
mobile and television providers in North
America utilizes IBM high-speed file
transfer to enable large scale ad ingest
with high reliability and lowered
operational costs.
Higher
Lower
HIGH-SPEED DATA CENTER AND CLOUD SYNC
Better telecommunications
HSS

Reduce the time
to send and
receive secure
files even across
remote or poor
data
connections at
up to 100x
faster than
standard
protocols like
FTP.
Cloud and mobile growth means CSPs must
synchronize more data than ever between
data centers and user systems
Big data social, customer and
network analysis data archival
Media content distribution for
streaming or broadcast
Data migration of CDR records
for mobile usage and location
Remote sync of data centers
and servers for disaster
recovery
DATA SETS GET ARE GETTING BIGGER
AND CSPs ARE OFFERING MORE VIDEO
CONTENT AND BIG DATA SERVICES
HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
LARGE
DATA
FILES &
SETS

IBM Aspera Sync
intelligently
recognizes changes
and file system
operations,
instantaneously
synchronizing of
millions of files and
multi-terabyte file
sets at multi-gigabit
transfer speeds to
remote peers with
encryption in transit
and at rest that
assures maximum
security of business-
critical digital
assets.
IBM ASPERA HIGH SPEED SYNC
DELIVERS FASTER, MORE RELIABLY
AND MORE SECURELY THAN RSYNC
Exabytes of
data are
created
every single
day
2.5 1000x
IBM Aspera
High Speed
Sync is up to
1000 times
faster than
traditional
rSync
40%
Current per
annum
growth rate
in enterprise
storage each
year
HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE

IBM Aspera FASP
technology is an
evolutionary leap in
rapid file movement
virtually eliminating
time constraints and
throughput
bottlenecks on even
the most fragile and
underpowered
networks.
IBM ASPERA HIGH SPEED SYNC
GENERATES SIGNIFICANT SPEED IMPACTS
WITHOUT ANY HARDWARE OR NETWORK
ENHANCEMENTS
in network utilization.
From 2% to 99% for file
transfers.
Transfer that was taking
10 hours now takes 26
minutes.
in process
turnaround time.
Media collection to
broadcast from 6 to
1.5 days.
20X+ FASTER
4XREDUCTION
97%INCREASE
HIGH-SPEED DATA CENTER AND CLOUD SYNCHSS
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE

Agenda
Change
30

IBM is dedicated to your success, in your industry
Unparalleled
Industry Expertise
• Accelerate solution design
and thorough business
process expertise
• Reduce project risk with
reusable implementation
patterns and support for
industry standards
• Providing services to the top
20 telecom providers
worldwide.
Extensive Industry
Support Community
• IBM partners with the top
communications providers in
the world to invest in
innovative design,
functionality, and integration
• Dedicated resources within
Global Business Services with
an average of more than 10
years of experience
• Services organization closely
aligned with software
products to effectively
translate technology into
business outcomes
Significant Technical
Investment
• Over $3 billion invested in the
last 3 years to create a truly
smarter approach to commerce
• Integrated products for easier
implementation and increased
speed to value
• Synchronized product
roadmaps across software
portfolio
31

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