The document discusses the transition of the media industry toward a smart content delivery network (CDN) in response to increasing internet traffic and the demand for high-quality media delivery. It highlights the challenges faced by telecom operators and the benefits of deploying CDNs, including optimized traffic flow, enhanced user experience, and new revenue streams. The document also outlines the components and strategies for implementing a smart CDN to support diverse media services effectively.

1. Smart Content Delivery Network (CDN)
March 18 2012 w w w. i t c . s a

2. CONTENTS
 Trends & Challenges of Media Delivery
 Why Telecom Operators are Deploying CDNs
 Smart CDN Overview
itc.sa

3. Whole Media Industry is Moving to Internet!
End-to-End Internet Smartphone/Tablet Explosion
media ecosystem
Internet video’s 10 feet Find everything online, even
experience Content Centric Network movies
itc.sa

4. Global Internet Traffic: Doubles Every 2yrs
Key Questions: How to
• Minimize CAPEX?
• Increase revenues from
video?
• Provide QoE?
* Source: Informa Telecoms & Media
itc.sa

5. Challenges to Deliver Content…
 Delivering High quality and Interactive experience
 A platform capable of delivering vast array of content like HD Video
, HD Live Broadcast, Gaming, Large Software updates, etc., without
typical internet congestion.
 Scalable Network and platform ready to provide immediate and
uninterrupted delivery of HD rich media content to end users.
 Quality of service (QoS); Quality of Experience (QoE), and Security
itc.sa

6. CONTENTS
 Trends & Challenges of Media Delivery
 Why Telecom operators are deploying CDNs
 Smart CDN Overview
itc.sa

7. Traditional Network Operators Advantages Have Shifted, Eroded…
OTT Service Providers
Inter-exchange carriers
Interworking Interworking
Super Regional Regional National
Operator Operator x Operator y
itc.sa

8. Current IP Traffic Compositions
B2C
B2B
OTT
OTT Traffic
UGC Traffic
(Infinite Video Volume)
Total IP Traffic
Operator Own
CDN Traffic
PGCTraffic
(Small Library)
 OTT Traffic Keeps Growing (30 – 50%YoY) – Need LT Strategy to Cope
 Small PGC Library Generates Huge Traffic! Convert to B2B CDN Traffic
 Unified Infrastructure to Handle both OTT and B2C/B2B CDN Traffic
itc.sa

9. Paradigm Shift in Network Architecture
Text Web Video Caching 70%
Contents (COLD)
11/120=0,09
30%36:11
Backbone 91% saving
1 1
BW 120
Regional Warm Contents
Cache Hit 70%
1
6
BW 120 30%x120: 36
Hot Contents
Edge Cache Hit 70%
1
30 BW 1 →120
100%x120: 120
Without Caching With Caching
itc.sa

10. Telecom Operators Benefits
 Monetize Network – Local & Regional CDN
 Optimize On-net traffic flow, reduce peering load and save
International Bandwidth with local cashing
 Host and deliver High quality On-net B2C services, Launch OTT
services across multiple screens
 Improve Broadband subscribers experience
 Increase revenue:
 B2B CDN Services (i.e. complement Datacenter
Hosting services with CDN services)
 CDN services to content owners
 Wholesale CDN services
 Regain their place in the value chain
itc.sa

11. Examples of How Operators Can Compete and Thrive…
Offer Rich Data Explore Value-adds Providers
OTT Service
Analytics/BI for CP/SP Services
Launch OTT Services Offer Wholesale &
Across Multi-Screen B2B CDN,
Inter-exchange carriers
Launch High Quality Bundle Broadband
On-net B2C Services Plan w/ Media Services
Super Regional Regional National
Operator Operator x Operator y
itc.sa

12. CONTENTS
 Trends & Challenges of Media Delivery
 Smart CDN Service Overview and Feature
 Smart CDN Overview
itc.sa

13. CDN Services
Media Delivery Live Streaming Web/Content
Acceleration
Games$ Live Video Improves website content
Music / Audio Broadcasting delivery performance
Software & Apps simulating IP multicast
On Demand Streaming network HTML, Video, CSS, etc.
(unicast)
Geo-Blocking
Storage Smart Delivery Service Enabling
Content Management
Smart Content Delivery Network
Portal
itc.sa

14. Strategic Network Element
ingest
transcode
protect
Key to store content
distribute
deliver
monitor
• Unified: Single network architecture to
support various services: Cable TV, Unified
IPTV, OTT Video, Web cache, Hybrid
TV.
• Smart: Intelligent Service Routing &
Dynamic Load Balance. Innovative Intelligent
adaption to Bit rate.
• Better experiences: Fast response, Better
better user experiences Experience
itc.sa

15. Smart CDN Components
Premium OTT
Content Servi
NOC ces
MM Portal
• Content ingest
• Cloud based Storage Internet
Media Storage
(MS)
HT
TP
HTT
P
• Content ingest
• Cloud based Storage
Media Media Control
Media Switch
Management (MC)
(MX)
(MM) • Traffic management and control
• Request routing and content location
• Media service management • Redirection
• Reports analysis engine DNS routing
TS/UDP HTTP/RTS
P
HFC Network IP Access
Network
End
Users
itc.sa

16. Unified CDN Support Multiple Services
Unification Experience Intelligence Federation
Smart CDN is application agnostic
infrastructure that is compatible with major
media delivery applications
OTT
Video Web
IPTV
Cache
Cable TV Hybrid
TV
NO NO
C C Media Storage
Media
Media Management Control
Media
Switch(MX)
TV PC Mobile
Many “Chimney Pipes”, high CAPEX and OPEX, unified CDN is the trend.
itc.sa

17. IP Video Delivery to Multiple Screens
Unification Experience Intelligence Federation
Live Silverlight VoD Silverlight Live Flash
Live on Android Live on Live on Live Flash VoD Flash
phone iPhone iPad On PC
HTTP Adaptive Streaming for
Linear and VoD for all screens ! E2E CDN System
itc.sa

18. Smooth Video Experience Unification Experience Intelligence Federation
IPG
Access bandwidth Media file rate
Challenges
 Video quality greatly affected by IP bearer
network, cannot ensuring user experience
 Large investment into backbone networks, high
costs in video development
Solutions
 Monitor quality of IP bearer network in real time
 With intelligent and dynamic adaptation, adjust
video rate based on IP bearer network quality
Benefit
 Construct experience-centered video network to
ensure user experience
Bitrate (Kbps) 2,200
2,100
Network
Compare with pre-prepared 2,000
Bandwidth
1,900
adaptive streaming, dynamic 1,800
1,700
adaptive streaming is more suited 1,600
for network. Dynamic 1Vs. Pre-preparedTimeline
6 11 16 Adaptive
Streaming
itc.sa

19. Intelligent Routing, Optimize Network
Unification Experience Intelligence Federation
Intelligent Service
Challenges
Best route: B Best route: 20 ms
 How to improve user experience?
 How to better ensure network reliability? A
MX MX
B
End User
Solutions End User
MC
MX
MC
MX
 Rich intelligent routing algorithms
A >B
 Real-time and centralized network status Routing policy Routing policy
monitoring based on Geo location based on network status
 Dynamic route adjustment based on Geo
location, network status, device load, and Automatic route switch Optimize cache algorithm
requested content to improve the hitting rate
80%
A MX1 Hash 2 2 ...
Domain MX1
Benefits
Hash 22
 Ms-level response to reduce impact of network B URL 22 ...
MX2
30%
and device status changes on user experience End User
MX2
 Obtain network status in real time to ensure load Bucket No.
balancing and construct carrier-class reliable
network Routing policy Routing policy
based on device load based on content buckets
itc.sa

20. Smart Caching Algorithm
Unification Experience Intelligence Federation
Intelligent Service
H H H C C H H C C C Problem
• Most users will not view the whole video clip,
Video 1 Video 2 the first several minutes of video clip is more
hot than other parts.
H:Hot • Traditional cache is based on the whole file,
H H H H H C:Cold
the cold chunks are also cached.
Cache Space
HHHCCCCC HHHCHHCH
HHCCC HC HHCHCCHH Solution
CHHCC C CHHCHCC • The caching is based on chunks, only the hot
CHHHHHHC chunks are cached not the whole file.
HH C C
• In ip video (i.e. YouTube) caching, this method
CCHHH HHHCHHHH will save more than 60% storage.
H CC C CHHHHCHC • It reduces the frequent writing of storage to
HCCH HCHCCHHH extend the storage life cycle.
H HCC C HCHCHHHC
Only the hot chunks are cached
itc.sa

21. Intelligent and Flexible Sales Model: Multi Level Account
Unification Experience Intelligence Federation
Challenges
 How to improve B2B mode revenue?
Telecom
 How to enhance profitability of the CP/SP? CDN
Reseller
A
Solutions Reseller
 Telecom CDN may have different Resellers B
 A reseller may have different service providers Reseller
 A service provider may have different services (Live/VoD, Web X
Acceleration) S.
 Intelligent reports base on user behavior Provider Service A
A
S.
Benefits Provider Service B
 Multi Level Account Expand sales channels and improve B2B B
S.
revenue.
Provider Service Z
 Profitability is improved by intelligent report support
Y
 Based on these intelligent reports value-added services can be
carried out (Targeted advertising, Intelligent recommendation Live/VOD
etc.)
Web
Acceleration
itc.sa

22. CDN Federation — Build an Open CDN Cloud
Unification Experience Intelligence Federation
Pure-play CDN Providers
B2B B2C
Global CDNs
CDN
Federation
Controller
Super Regional
National
Operator
CDN Network Operator
Regional Other
Operator
CDN Network
Operator
CDN CDN
Network Network
itc.sa

23. Thank you
itc.sa
Page 23