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Value Networks and Business Models of Information-centric Networking

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Value Networks and Business Models of Information-centric Networking

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Presentation given in the "Future Media Distribution using Information Centric Networks" event organized by the SAIL and EFRAIM projects on February 13, 2013 in Stockholm, Sweden.

The presentation is based on the results of the SAIL (EC-FP7) project.

Presentation given in the "Future Media Distribution using Information Centric Networks" event organized by the SAIL and EFRAIM projects on February 13, 2013 in Stockholm, Sweden.

The presentation is based on the results of the SAIL (EC-FP7) project.

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Value Networks and Business Models of Information-centric Networking

  1. 1. Value Networks and Business Models of Information-centric Networking Presentation based on SAIL deliverables and a paper submitted to FuNeMS-2013 Future Media Distribution using Information Centric Networks, February 13, 2013, Stockholm, Sweden Tapio Levä, Aalto University tapio.leva@aalto.fi, www.leva.fi 2013-02-13 1 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  2. 2. What is ICN? •  Information-centric networking 1.  Named data as a core principle 2.  Caching integrated directly to Internet architecture •  Existing proprietary “ICN architectures” •  CDNs (Akamai), P2P applications (BitTorrent), Google Global Cache,… •  Novel ICN architectures •  NetInf, NDN, Pub/Sub, DONA,… 2013-02-13 2 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  3. 3. Research question 1.  What are the common value network roles of all information-centric networking architectures? 2.  How access ISPs (ANPs) can benefit from their investment in information-centric networking? Scope: •  Content delivery from content providers to content consumers (e.g., video clips) •  NetInf as the studied ICN architecture (esp. Q2) 2013-02-13 3 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  4. 4. Value network roles of information- centric content delivery Content Creation Nota%on  of  the  Value   Content Provider Network  Configura%on   Cache management Content provisioning Content access (VNC)  methodology   and management management Cache server Origin server AAA protocol Actor Role Technical component Cache location Content network Name resolution ownership management Content network Name resolution Technical interface Building space resources service Business interface Interconnectivity Provider Access Network Provider Content Consumer Interconnectivity Access network Content consuming provisioning operation Product/asset delivery Interconnectivity Access network Device network T.  Casey,  T.  Smura,  and  A.  Sorri,   Network Equipment “Value  network  configura<ons   SCALABLE & ADAPTIVE Device Provisioning INTERNET SOLUTIONS in  wireless  local  area  access,”  in   Provisioning Proc.  of  CTTE-­‐2010,  June  7-­‐9,   2010,  Ghent,  Belgium    
  5. 5. Akamai CDN, BitTorrent P2P, Google Global Cache Akamai     CDN   BitTorrent   Google     P2P   Global     Cache   SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  6. 6. Evolutionary NetInf business model adoption strategy for ISPs Scope extension   Footprint extension   1   2   3   4   5   ANP-­‐provided     Transparent   Telco  CDN   Telco  CDN   Virtual  CDN   content  services   caching   with  CDNi   6   Intra-domain   Inter-domain   Difficulty  to  deploy   AMrac<veness   2013-02-13 6 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  7. 7. Step 1: ANP-provided content services •  Optimizing content delivery of ANP-provided content services (e.g. an IPTV service) inside the ANP’s own network. •  Benefits for ANP •  Cost savings from more efficient resource usage •  Better QoE for end users •  Challenges –  Limited benefits due to narrow scope Benefits  realize  independent  of   other  actors’  adop>on  decision!   2013-02-13 7 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  8. 8. Step 2: Transparent caching •  Transparently caching content originating from sources external to the ANP. •  Benefits for ANP •  Benefits of Step 1 +  Savings in transit costs •  Challenges –  Content must be renamed à decrease in efficiency Benefits  realize  (limitedly)  independent   of  other  actors’  adop>on  decision!   2013-02-13 8 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  9. 9. Step 3: Telco CDN •  Providing commercial CDN services to content providers, i.e., monetizing the transparent caching. •  Benefits for ANP •  Benefits of Step 2 +  Revenue from CDN service •  Challenges –  Small footprint compared to global CPs  do  not  need  to  adopt  NetInf!   pure-play CDNs (Akamai, etc.) –  Network effects may create barriers to entry 2013-02-13 9 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  10. 10. Step 4: Telco CDN with CDNi •  Extending the footprint of a Telco CDN by interconnecting with other (Telco) CDNs. •  Benefits for ANP •  Benefits of Step 3 +  Increased revenues through increased footprint +  Enables content-oriented peering and traffic off-loading •  Challenges High  dependence  on  other  actors!   –  High transaction/coordination costs –  CDNi standardization, esp. control plane 2013-02-13 10 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  11. 11. Step 5: Virtual CDN •  Outsourcing the customer relationships with CPs to a virtual CDN provider. •  Benefits for ANP •  Benefits of Step 4 +  Decrease in transaction costs with other ANPs and CPs (but possibly also in revenue margin) +  Service becomes more attractive •  Challenges AIrac>veness  depends  on  the  balance   between  the  cost  and  revenue  reduc>ons.       –  How to establish virtual CDN provider? 2013-02-13 11 SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  12. 12. Summary: VNCs of the business models SCALABLE & ADAPTIVE INTERNET SOLUTIONS
  13. 13. 2013-02-13 13 SCALABLE & ADAPTIVE INTERNET SOLUTIONS

Editor's Notes

  • How access ISPs, called access network providers (ANP) here, can successfully enter the content delivery market and gradually extend the usage of NetInf technology installed in their networks by adopting new business models.
  • Content consumption Using a device to request content, and possibly paying for it Content provisioning Publishing and managing content and operating the origin server Content access management Authentication, Authorization and Accounting (AAA) related to content usage Access network operation Providing Internet access to both content consumers and content providers Interconnectivity provisioning Providing connectivity between access networks Cache management Controlling (and owning) cache servers, including content selection and cache updating Cache location ownership Controlling the locations, where cache servers are to be installed Content network management Routing, managing quality of service (QoS), accounting of content delivery Name resolution Controlling content directory and resolving content names to location(s) Device &amp; software provisioning Delivering and configuring devices/software for consumers Content creation Creating the content to be delivered by CPs Network equipment provisioning Providing network equipments (e.g., routers and cache servers)
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