This document discusses how online video and content are driving increased network traffic and bandwidth demands. It notes that video will account for 90% of network traffic by 2012. It then summarizes BTI Systems' content-aware networking solution, which can cache popular content locally to reduce bandwidth usage by 20-40% and cut growth in bandwidth needs by 60%. This improves the subscriber experience while lowering network costs.

1. Proven Techniques For Turning Out Profits
Gary Southwell
CTO BTI Systems

2. Addressing the Content Explosion
Driven by on-demand Video
Online Content Availability
Ubiquitous Device Access
Content Transfer Requirements (MB)
7000
6000MB
6000
Bandwidth drivers 5000
- Content duration 4000
- Resolution
3000
Video will account for 90%
of network traffic by 2012 2000
1500MB
Cisco Visual Networking Index Forecast
1000
3MB 38MB
0
MP3 Youtube 3 minute iTunes feature- HD Movie (Netflix)
video length movie

3. Content Delivery Environment
Broadcasters Studios Others
Content
Owners
Content
Aggregators
Content
Delivery
Content
Subscribers

4. OTT Impact on Network Operators 4
Network Utilization
 Rapidly growing Internet  Increased utilization of owned
peering utilization charge service delivery network Subscriber QoE
 Frequent need to upgrade  Frequent need to upgrade
connection size Routing and transport infrastructure
 Poor quality, lower resolution,
extended download time for OTT content
 “Slow connection” for Internet and
other services
Content Request
Internet
request
Content Served
At or near network/connection utilization
Peering POP CO Subscriber
Pt Transit Core/Aggregation Access
Company Confidential. Distribution of this document
is not permitted without written authorization.

5. OTT Growth – Impact on Subscriber Experience
Users love the “a la carte” content
But beware the “Pinwheel of pain !”
And low resolution on the 50” HDTV

6. OTT Growth Drivers – Consumer ease of Access
Strengths:
- Highly promoted services
- Content variety
- More current popular content
- More screen options
- Simple to access & play
- Ease of access killed Blockbuster
Today’s Challenges:
- Time to start-to-play can vary
- can take several minutes
-Large screen quality can suffer
-Blotchy – fuzzy – freezes- jumps
- Best efforts delivery
– QoE varies

7. OTT Growth Drivers – Highly Desirable
Services
Premium Content
Available
+ Games & Gaming
+ Social Networking
+ App Store content
+ Ads…

8. Problem Statement
• High speed internet is the delivery technology for all consumer services
– Consumers are moving to a-la-carte consumption
– Wireline and wireless
• Video is leading the growth, but gaming, music, CE updates also
increasing load
• Networks are designed for shared use
– Busy hour sizing – constant upgrades &/or overbuilding the network for no
new Revenue $
– Typical Access to Core ratio is 100+:1
– Access providers are not making large profits on today’s Broadband
A New Approach is needed to Augment Broadband services that
improves service and reduces cost

9. Foundation Service and Building Blocks Approach
• High Speed Internet service
– HSI Needs to be cost-competitive to offer
• HSI Needs to be as good as or better than the competition
– Can’t violate Net Neutrality “Rules”
• Don’t degrade base service if you offer new services.
• Gray Area: If you offer a premium service must allow others to be offered over
your infrastructure
– Yet Must Provide a path for value add services
• To Content Providers
• To Subscribers
• To advertisers / 3rd parties
• Charge for value
– Direct or indirect methods

10. Content Aware Networking
• Content requests are repetitive in a
given served area – many requests
are made for the same content
• Identify the repetitive content at the
network edge, cache it and serve it
locally
Leverage the
• Significantly reduce the bandwidth “80:20” rule
impact
• Significantly improve the user
experience by avoiding network
congestion

11. What is a Network Aware Transparent Cache ?
• Policy based Solution
– that looks at every packet for cacheable content
– Caches only desired popular content for local play-out
• Addresses all cacheable content
– Internet video, music, games
– Graphical Images BTI’s solution example is
– Software updates branded WideCastTM
– All large objects
• Operationally simple to operate
– Automatically updates content
– Automatically responds to shifting user trends
– No active management of content
– No need to negotiate with content owners
– A dramatic alternative to the Labor intensive CDN
– With up to 10x the top and bottom line impact

12. Network Aware Cache Location Options
Equipment upgrade
Savings
Peering
Savings Backhaul
Savings
Origin Internet Remote
Transit
Content COs
COs
Servers
POP Placement Remote CO Placement

13. Solution Value Summary
Content Aware Networking provides a WIN|WIN
Internet Access savings Network Utilization Savings
 Peering savings [MB/month] Service delivery network OTT
 Peering connection savings content bandwidth reductions
Network Infrastructure savings
Improved Subscriber
Quality of Experience
Content Request
Internet
request
Content Served
>25% peak bandwidth savings realized
SLOWER GROWTH GOING FORWARD
Peering POP CO Subscriber
Pt Transit Core/Aggregation Access

14. Real World Results
Results
• 20-40% peak bandwidth savings (Internet sourced vs. subscriber delivered)
– Defers network capacity upgrades (aggregation/middle mile, and core)
• 60% reduction in the Bandwidth growth curve slope
– Proven real world savings
Bandwidth savings Bandwidth Growth
reduced

15. Value Beyond Costs savings: Improved QoE & Data
Before: Slow play out – waiting 10 fold faster buffering and downloads
Quick buffer fills – no waiting
7x improved screen resolution
Web Site Visitors (K) Bytes played out
High value information: 1) youtube.com 397 2,533,534,344
- Top URLs (sites visited) 2) apple.com 1512 2,340,070,164
3) mcafee.com 269 2,094,633,015
Hour, day, month… 4) netflix.net 3250 1,715,060,664
- Top applications 5) symantec.com 1258 1,663,329,081
Web, P2P … 6) pandora.com 398 541,532,590
7) farmville.com 2772 352,416,430
- Heaviest users 8) hulu.com 609 310,521,020
9) photobucket.com 859 301,090,103
10) xbox.com 582 262,658,449

16. Opens up possibility for Premium Services
• Same Content Intelligence can be applied to identify Users who have
signed up for a Tiered Service
• Accelerates and locally delivers their content
• Provides a Measureable SLA
• Can fit within the Special services loop-hole in Net Neutrality
Origin Internet Remote
Transit
Content COs
COs
Servers
Premium Tiered
Content Delivery Service Subscriber
POP Placement Remote CO Placement

17. Introduction to BTI Systems
 Addressing the growing needs of broadband telecommunications with
simplified solutions that deliver customer value, operational savings,
and scalable capacity with high availability
 Portfolio Offering Solutions
Service-Centric Management
Content Aware Networking
Content Aware Wireless
networks Backhaul
Packet Optical Carrier Ethernet
Networking Access
 Certifications
Ethernet Services Packet Optical
Delivery Infrastructure
 Customers
– 250+ customers: Service Provider, Enterprise, Government,  Corporate Information
Utility, Research & Education
• Development facilities: Ottawa, Boston, Belfast, Shanghai

18. Summary
• Service demands are driving a
transition in service delivery
• Networks are evolving to
address bandwidth pressures
and QoE expectations with Gary Southwell
Content Aware Networking CTO
(978) 846 0154
gsouthwell@btisystems.com
• BTI is on the Forefront working www.btisystem.com | info@btisystems.com
with Major Operators world wide
to Make OTTop a successful
business model