1. Video QoE The Comprehensive Solution Gilad Peleg, VP Video Product Lines May 13, 2013

2. The Digital Lifestyle EcosystemOperator CDNs Me/You/ThemContent providers: creators and aggregatorsCDNs3G 4GWiFiCMTSDSLAM OLT/FTTxOperators / Communication Service Providers - CSP 6/3/2013Subscribers 2 3. Content Delivery Models Global CDN: Content Creator / ProviderContent Delivery NetworkCommunication Service ProviderEnd Users/ SubscribersCommunication Service Provider CDNEnd Users/ SubscribersOperator CDN: Content Creator / Provider6/3/20133 4. Operator CDN - Initial Trials and Deployments6/3/20134 5. Are We There Yet?... No!Operator CDN market share is less than 1% 6/3/20135 6. Operators Must Focus on Their Assets The Differentiator is The Network! Tiered Services Improved QoE Optimization Reduce delivery costs Maintain QoE Loyalty True Differentiation Reduced churn New subscribersAnalytics Segmentation Business Intelligence6/3/20136 7. Video Optimization Tools QoESavings100% 90% 80%40% 110%30%120%70%20%130%60%70%150%5%Internet Savings Access Savings 0%80% 90%InternetNone60%10%140%50%50%0%QoE 100%Access Optimization: Avoid stalls, reduce bandwidth, more simultaneous users Maintain QoE: In many cases the QoE is initially less than 100%, but use that for simplification6/3/20137 8. Video Optimization Tools: Shaping QoESavings100% 90% 80%40% 110%30%120%70%20%130%60%150%70%5%80%Shaping90%InternetInternet Savings Access SavingsQoENone0%0%100%Shaping10%10%95%6/3/201360%10%140%50%50%Access Smart shaping offline apps (e.g. P2P) Bandwidth is saved but QoE effect is hardly noticed8 9. Video Optimization Tools: Caching QoESavings100% 90% 80%40% 110%30%120%70%Caching130%60%140%50%50%20%60%10%70%150%5%80% 90%InternetInternet Savings Access SavingsQoENone0%0%100%Shaping10%10%95%Caching30%10%130%Access Content is served directly from the cache Cache content delivery is accelerated Basic pacing (QoE control) for access saving6/3/20139 10. Video Optimization Tools: Mobile Optimization QoESavings Optimization100% 90% 80%40% 110%30%120%70%20%130%60%60%10%140%50%50%70%150%5%80% 90%InternetInternet Savings Access SavingsQoENone0%0%100%Shaping10%10%95%Caching30%10%130%Mobile Optimization5%30%Access Bandwidth is allocated in congested cells per need120%6/3/2013 Video fits into channel QoE is improved (no stalling)10 11. Video Optimization Tools: Shaping, Caching and Mobile Optimization QoESavings Optimization100% 90% 80%40% 110%30%120%70%Caching130%60%140%50%150%20%50% 60%10%70%5%80%Shaping90%InternetInternet Savings Access SavingsQoENone0%0%100%Shaping10%10%95%Caching30%10%130%Mobile Optimization5%30%120%Shaping, Caching and Mobile Optimization40%30%Access The full offering Greatest savings Highest QoE Integrated solution Holistic control, analytics,140%6/3/2013management and more11 12. Video QoE6/3/201312 13. Improved QoE Effect on Business CaseImproved video QoE is visible and provides a benchmark to the overall network qualityVideo QoE is a competitive advantage and key differentiator between operatorsQoE drives new customer growth, and easier customer acquisitionVideo QoE (or lack of) is also a known as a critical factor influencing churn (also due to its visibility)6/3/201313 14. True Differentiation Increases ARPU Controlled QoE enables personalized services$$Regular Provide real differentiation for tiered servicesPremium$ Motivating customers to upgrade to premium broadband packages Interface with policy and control elements14 15. Analytics: Segmenting the Digital LifestyleFour dimensions (at least): Users Content Location Time6/3/201315 16. Digital Lifestyle Profiles6/3/201316Source: Allot MobileTrends 02/2013 17. The Digital Lifestyle Segmentation Map6/3/201317Source: Allot MobileTrends 02/2013 18. The market requires a combined solution that encompasses: caching, mobile optimization and shaping that enable efficient cost-saving,improved and controlled QoE for service differentiation, combined with analytics that provides business intelligence. 6/3/201318 19. The Comprehensive Video Delivery SolutionMobile Video OptimizationTransparent CachingAnalyticsTraffic Management (DPI)6/3/201319 20. On The Road to OTT Monetization Operators are Providing Value!20 21. On The Road to OTT Monetization Operators are Providing Value! Transparent Caching Mobile Optimization Policy and Shaping Video AnalyticsOperator CDN will take time but optimization and OTT monetization are immediate OptimizationReduces delivery cost, while maintaining QoEExcellent QoEDifferentiator between operators Driver for new subscribers and retention Valuable promotion for operator CDNTiered servicesARPU driver, by providing true differentiationAnalyticsProvide the intelligence to run the business21 22. Thank You Gilad Peleg VP Video Product Lines, Allot6/3/201322