Презентация Юрия Коваленко, Solution Consultant, Opera Software, на конференции F5 Agility Kyiv (27/11/2014)

1. F5 Agility Kyiv
November 27th 2014
Opera Rocket Optimizer Concepts

2. Agenda
F5 Agility Kyiv, November 27th 2014
• Video and images web content optimization concepts
• Opera Rocket Optimizer solution based on F5 Steering and PEM
• Opera Rocket Marketer - Policy based Advertisement content
insertion

3. Video optimization fundamentals
Rocket Optimizer

4. Content consumption on Smartphones
Smartphones continue
to grow in use and is
now a significant
source of media
content consumption
by users.
Source: Milward Brown AdReaction, 2014

5. Why is Optimization Needed?
The pressure on mobile networks by consumption of video by smartphones is
rapidly increasing.
• Low effective data throughput caused by massive growth, cell-site congestion, network
congestion or far-cell conditions can lead to this: a low Quality of Experience.
• Low Video QoE through video stalling and buffering especially sensitive: users typically
blame the network – not the publisher for not offering appropriately sized content
• For the user, the core need is to enable video traffic to flow freely through the network to
achieve a fast start and continuous playing.
• For the network, it is two-fold, to prevent radio network saturation, and prevent video
abandonment which reduces revenue and increases dis-satisfaction with the network

6. Optimization: Revenue Impact and Protection
Revenue lost by unplayable streams
30
25
20
15
10
5
0
*Data not mobile specific
Huge drop-off
when video stalls
– Lost revenue
Better QoE and
Revenue with
optimization
Minutes per Viewer
Majority of views
were NOT impacted
Majority of views were
impacted by Stalling
Majority of views
were Lo Res
Source:
28.4
9.5
23.0

7. Optimization: Revenue Impact and Protection
Revenue protected by surgical intervention
• If original video can be delivered smoothly,
don’t optimize and deliver original video
• If video cannot be delivered smoothly,
deliver optimized video
Capacity
Demand
Capacity
Demand
Pass-through
Revenue is protected as maximum data consumption is maintained

8. The Optimization Process
What does optimization do?
Reduces Network Congestion
Allows traffic to flow – gets the video ‘smoothly through
the pipe’.
Reduces video start time and stalling
Alleviates user frustration and decreases abandon rate.
Increases Quality of Experience (QoE)
Users continue consuming data and don’t require extra
customer support or churn away.
Reduces video file size
Smaller video file sizes, whilst maintaining a high visual
quality – doesn’t detract from enjoying the video.

9. Optimization: The Importance of Video QoE
Optimization is by definition a trade-off between QoE and visual quality
Each video can only be at *1* point along the scale…
 Further left: Higher QoE but lower visual quality - minimal or no interruption
 Further right: Higher visual quality, but lower QoE – stalling happens
Quality of
Experience
Visual
Quality

10. Optimization: The Importance of Video QoE
Why QoE is more important than video quality
• Smooth playback is far more preferable than slightly reduced detail. Unbroken audio is essential!
• The typical user is focussed on the video content, i.e. the action and dialog. The human brain
naturally compensates for some loss of video quality.
• Lower video quality is much less noticeable on small mobile screens, but interruption of play is
noticeable regardless of screen size.

11. What the phone does with video (480p & up)
The phone has an influence on how video is presented
Whatever resolution video the phone
receives, it will re-size it to fit the
screen.
If a 360p sized phone receives a 480p,
720p or 1080p video, it will throw away
the extra data, meaning the radio
network has unnecessarily transmitted
that data, adding to congestion.
The resulting video quality will be no
better than if the video had been
optimized to 360p before sending.
720p HD Video
480p HQ Video
360p SD Video
480p* 720p*
*Wasted Data (without Optimization)

12. Video Delivery: Progressive HTTP and ABR
The two video delivery methodologies, and how they differ.
HTTP Progressive
• A single file that is delivered via a standard HTTP request.
Video File
Metadata: Bitrate, width, height, length, size, codec(s)
• Optimization transcodes this to match the phone attributes and available network bandwidth, ensuring best QoE.
Adaptive Bitrate (ABR)
• Video is encoded into multiple streams, and each stream is made up of short (~10 sec) segments
• The manifest contains the available streams, with one entry for each available bitrate
Manifest
Index
Index
…
Index
Segment
Segment Segment Segment Segment Segment
…
Segment
…
Segment
…
Segment
…
Segment
…
…
…
… …
2400 kbps
1200 kbps
…
250 kbps
Segment Segment Segment Segment Segment
• Phone tries to request highest bitrate stream, but drops to a lower bitrate if it detects delivery is too slow.
• Optimization removes the undeliverable bitrate options, or enforces the pacing bitrate if the manifest is encrypted.

13. Rocket
Controller
Steering
Node
Cloud Platform
Rocket
Marketer
(Interstitials)
PCRF
GGSN/
PGW
PDSN
F5 - Traffic Steering and
Policy Enforcement with
PEM +TCP & Http Optimization
Device Clients
Internet
API
Opera Skyfire Virtualized Network
Functions
Rocket
Optimizer,
Cache
Rocket
Insights, BI
Opera Skyfire Application Suite
Gx
Network Supported
• 2G/3G/4G/WiMAX
• Managed WiFi
• IP Broadband
• PPPoE
• xDSL
Flow Inspection

14. Rocket Optimizer
General overview
Business needs:
• Better management of the network resources (adding virtual capacity by traffic optimization)
• Increase data revenues by delivering a better QoE to end-users.
Key aspects of the solution:
• Clientless solution
• 2-tier architecture allowing flexible deployment
(centralized, distributed, hybrid, before/after the
cache, etc)
• Virtualization ready
• Scale only for the portion of traffic that needs
optimization
• Dynamic optimization schemes based on:
• RAN Congestion awareness with WNG
• Dynamic user QoE based on L7
measurements
• Device-awareness
• Media-awareness
• Can leverage existing network components

15. Video Delivery: Progressive HTTP
Transcoding is the optimization methodology
• The Controller determines the video type and redirects the client device to the Optimizer
• The Optimizer fetches the video and performs the transcoding process
Mobile
GGSN
Controller
Optimizer
Web Site
 Controller responds with Redirect to Optimizer
 Optimizer responds with optimized video

16. Video Delivery: Adaptive Bitrate (ABR)
Manifest modification and pacing is the optimization methodology
• The video manifest contains the bitrates available from the web site
• The Controller removes the higher bitrates that it knows cannot be delivered in the available
bandwidth
Mobile
GGSN
Controller
Web Site
 Controller removes undeliverable bitstreams
& responds with modified manifest
 Mobile requests video using
remaining available bitstreams

17. What Optimization for QoE Achieves
Optimization provides the goals of customer satisfaction, retention and
protected revenue, through reduced stall and abandonment rates.
60
50
40
30
20
10
0
Video Stalling Rate
1 2 3 4 5 6 7 8 9 101112131415161718192021222324
For the user, having video start quickly and play continuously means that more video
will be consumed, a strong indicator of customer satisfaction with the service. It also
maximises revenue for the operator, lowers care costs and reduces churn.
Stalls for 1000 Sessions (SPM)
Time of Day
Without Skyfire With Skyfire

18. Targeted video compression
Customizable on operator’s request
By network type By time of day By size of file
Solution:
Video compressed only when
user is on a network of poorer
quality (2G, 3G), but not on 4G
and WiFi
Benefits:
• Better user experience
(less buffering) on poorer
networks.
• On other types of networks,
user can view only
uncompressed mobile
video
Solution:
Video compression applied
only during defined hours, e.g.
peak hours.
Benefits:
• Better user experience
(less buffering) during peak
hours.
• Outside defined hours no
video compression
• Less problems to operator
with congested network
during peak hours
Solution:
Video compression applied
only to video files smaller than
15MB or other defined value.
Benefits:
• Operator’s revenue is
protected for larger
downloads, also during
peak hours and
irrespective of network type

19. Cell Site Video Capacity
No Optimization
19
Cell Site Video Capacity
Medium Optimization
2X More Video Sessions
Optimized utilization of
access resources and
improved Video QoE
Videos/Unit
of Capex
Stalling
Start Time
Network
Congestion
Rocket Optimizer
Platform Values for Mobile Operator

20. Device Type Management & Profiling
Whatever the device type, the user’s QoE is important. Profiling by type is critical.
The different device types.
• Mobile
• Tablet
• Desktop (which includes laptop)
Profiling the optimization to each of these device types is important to achieving the
best QoE for the user.
• Mobile - Small screen and capable of achieving high optimization without
sacrificing QoE.
• Tablet - Larger screen device that demands less optimization, but often does not
need full HD.
• Desktop - Users require higher visual quality, and increasingly devices have
1080p screens.

21. Device Identification Using IMEI
IMEI. The definitive mobile equipment identifier
• Mobile phones and tablets contain a unique IMEI has 16 digits in 3 groups
For example: For a Samsung GT-I9505 (S4)
Type Allocation Code (TAC) Serial Number Versi
on
3 5 5 1 7 2 0 5 3 7 2 1 0 4 0 1
• The Type Allocation Code, or TAC, is specific to the device model, so achieves accurate device
identification and therefore optimization profile assignment.
• Using TAC increases reliability of device type profiling over using just User Agent.

22. Pre-filter Rules: Video
Content-Type Comment Example
video/* All video types All
*mpegurl*
Support for iOS Apple HLS
streaming
Matches for example:
application/x-mpegURL
CNN
application/smil* Support for Akamai HD Foxnews, Vevo, CNN
Content-Size Comment Example
Content-Length > 1MB
Catch-all.
Reason: many video sites use text/plain
All
Content-Length = 2 Support for iOS devices.
Cnn.com
Foxnews
Vevo
Content-Range = bytes 0-1/2 Support for iOS devices As above…

25. Chatty Apps & Latency  Perception = slow
Mobile App /
Browser
Origin Server
Latency Time
Latency
Latency
Latency
A web page load with about 100 objects generates at least 100 round-trips
LAN: 100/2 x 1 ms = 50 ms Mobile: 100/2 x 250 ms = 12.5
seconds!
250 ms
250 ms
250 ms
250 ms

26. Request Intercept, Image Optimized
Controller Content
HTTP GET
image Suspected
In Request Path
e.g. *.jpg, *.png etc
HTTP GET
Inspect Image
Min. Compression passed
Optimize Image
HTTP GET
API: Pass Image
HTTP RESPONSE
w. Image
Optimization Cluster
Cloud F5
Optimized Image
1
2
4
7
Optimized Image
Shows
5
Is Image?
Is larger then tiny?
(>5k)
6
8
Regional F5
API: Optimized Image

27. Rocket Marketer

28. Rocket Marketer
Business needs:
• Delivers contextual messages into the browsing navigation of end-users
to promote Operator’s services
• Monetize the audience via publishing of ads and messages
Key aspects of the solution:
• Clientless solution, working transparently with
any browsers over HTTP
• Interstitials can even be displayed while in
HTTPS
• Can be deployed on top of Rocket Platform,
based on the same architecture (Rocket
Controller deciding whether a message should
be inserted or not into the browsing flow)
• Contextual business logic

29. What is Rocket Marketer
For users? A tap on the shoulder - interesting, relevant, timely
● Surfacing information that is relevant to the user in a timely
manner
– Interstitial – relevant to the user
– JS injection – relevant to the user and the location
– Think “push notification for browser”
● Reading a product review on CNN? Alert the user it’s available
on Amazon for $29
● Surfing the web from an airport? Alert the user they can
upgrade to data roaming for $5

30. What is Rocket Marketer?
For Sales? Packaged experiences
● Entry points are based on triggers and logic
– Location, user information, frequency cap, current URL, etc.
● User experience depends on use case
– Toast to interstitial, roadblock interstitial, toast to partner site, etc.
● Packaged experience “recipes”
– Selling a combination of user experiences / monetization
solutions based on:
– carrier capabilities
– local market regulation
– local market user values
– regional content availability

31. Rocket Platform: NFV Application Suite
Rocket
Optimizer
(Media Opt.
Application)
Rocket
Insights
(Analytics
Application)
Rocket
Marketer
(Interstitial
Application)
Rocket Controller
ICAP
Steering
Element

32. Use Cases

33. Opt-In
Get user opt-in to a carrier service, e.g. Terms of
Service
● Generic opt-in framework to gather user
consent to any functionality
– ToS consent a specific instantiation, may
be required by carriers to enable
Marketer functions
– If ToS required for Marketer, interstitials
will only be shown to users who have
agreed to new ToS

34. Trending News Alerts
Notify user of recent news events
● News story for user value
● Ad for monetization
● Multiple news categories
● Experimenting with design
– news image size vs ad size
– Multiple stories per interstitial
– etc.

35. Full page ad interstitial
Show a full page ad to the user
● Relevant to user based on ad network
targeting
● Monetization for carrier
● Ad network & ad frequency configurable by
administrator

36. “Buy on Amazon”
Toast user reading a product review to purchase it on Amazon
● Trigger
– Page URL: user visits web page with
product information in it.
● Behavior
– Toast to purchase product on Amazon
– Click lands user on Amazon page
● Dependencies
– Amazon partnership
– Product entity extraction (page or URL)

37. “App promotion”
Alert user to interesting apps
● Interstitial can promote sets of apps –
relevant to user
● Toast user about individual apps – relevant
to context
● Interstitial can be triggered by specific
browsing behavior and targeted based on
user profile (e.g., prepaid, postpaid, etc.)

38. “My Operator”:data low
Alert user to low data and prompt for upsell
● Trigger by carrier user data: variable
threshold value: 70%-100%
● Implemented as toast or interstitial alert to
user
● Extensible to any Gx profile trigger – bill
due, payment received, device upgrade
available, etc.

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