Smart Content Delivery Network (CDN)

March 18 2012 w w w. i t c . s a

CONTENTS

Trends & Challenges of Media Delivery

Why Telecom Operators are Deploying CDNs

Smart CDN Overview

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Whole Media Industry is Moving to Internet!

Internet video’s 10 feet experience

Find everything online, even movies

End-to-End Internet media ecosystem

Smartphone/Tablet Explosion

Content Centric Network

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Global Internet Traffic: Doubles Every 2yrs

* Source: Informa Telecoms & Media

Key Questions: How to • Minimize CAPEX? • Increase revenues from video? • Provide QoE?

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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

Challenges to Deliver Content…

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CONTENTS

Trends & Challenges of Media Delivery

Why Telecom operators are deploying CDNs

Smart CDN Overview

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OTT Service Providers

Inter-exchange carriers

Traditional Network Operators Advantages Have Shifted, Eroded…

Regional Operator x

National Operator y

Super Regional Operator

Interworking Interworking

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Total IP Traffic

PGCTraffic

(Small Library)

UGC Traffic

(Infinite Video Volume)

OTT Traffic

Operator Own

CDN Traffic

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

B2B OTT

Current IP Traffic Compositions

B2C

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Paradigm Shift in Network Architecture

Edge

Backbone

Regional

Video

1

1

1

30

6

1

Text Web

BW 1 →120

BW 120

BW 120

Without Caching

30%x120: 36

30%36:11

100%x120: 120

Hot Contents Cache Hit 70%

Warm Contents Cache Hit 70%

Caching 70% Contents (COLD)

With Caching

11/120=0,09 91% saving

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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

Telecom Operators Benefits

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OTT Service Providers

Inter-exchange carriers

Examples of How Operators Can Compete and Thrive…

Regional Operator x

National Operator y

Super Regional Operator

Launch High Quality

On-net B2C Services

Offer Rich Data

Analytics/BI

Launch OTT Services

Across Multi-Screen

Bundle Broadband

Plan w/ Media Services

Explore Value-adds

for CP/SP Services

Offer Wholesale &

B2B CDN,

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CONTENTS

Trends & Challenges of Media Delivery

Smart CDN Service Overview and Feature

Smart CDN Overview

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Smart Delivery Service Enabling

$

Smart Content Delivery Network

Geo-Blocking

Web/Content

Acceleration

Improves website content

delivery performance

HTML, Video, CSS, etc.

Live Streaming

Live Video

Broadcasting

simulating IP multicast

network

Media Delivery

Games

Music / Audio

Software & Apps

On Demand Streaming

(unicast)

Storage

Content Management

Portal

CDN Services

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Strategic Network Element

• Unified: Single network architecture to

support various services: Cable TV,

IPTV, OTT Video, Web cache, Hybrid

TV.

Unified

• Better experiences: Fast response,

better user experiences

• Smart: Intelligent Service Routing &

Dynamic Load Balance. Innovative

adaption to Bit rate.

Intelligent

Better

Experience

Key to

ingest

transcode

protect

store

distribute

deliver

monitor

content

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Media Switch

(MX)

Media Storage

(MS)

Media Control

(MC) Media

Management

(MM)

DNS routing HTTP/RTS

P

HFC Network

TS/UDP

IP Access

Network

End

Users

MM Portal

HTT

P

NOC

Internet

OTT

Servi

ces

HT

TP

Premium Content

• Media service management

• Reports analysis engine

• Traffic management and control

• Request routing and content location

• Redirection

• Content ingest

• Cloud based Storage

• Content ingest

• Cloud based Storage

Smart CDN Components

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Unification Intelligence Experience Federation

Cable TV

NOC

TV PC Mobile

Media Control

Media Switch(MX)

Media Management

Media Storage NOC

OTT

Video

Hybrid

TV

Web

Cache IPTV

Smart CDN is application agnostic

infrastructure that is compatible with major

media delivery applications

Many “Chimney Pipes”, high CAPEX and OPEX, unified CDN is the trend.

Unified CDN Support Multiple Services

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Live Silverlight VoD Silverlight Live Flash

VoD Flash Live Flash

On PC

Live on

iPad

Live on Android

phone Live on

iPhone

HTTP Adaptive Streaming for

Linear and VoD for all screens ! E2E CDN System

IP Video Delivery to Multiple Screens Unification Intelligence Experience Federation

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Smooth Video Experience Unification Intelligence Experience Federation

IPG

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

Access bandwidth Media file rate

1,6001,7001,8001,9002,0002,1002,200

1 6 11 16

Bitrate (Kbps)

Timeline Dynamic Vs. Pre-prepared Adaptive Streaming

NetworkBandwidth

Compare with pre-prepared adaptive streaming, dynamic adaptive streaming is more suited for network.

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Intelligent Routing, Optimize Network

Intelligent Service

Challenges

How to improve user experience?

How to better ensure network reliability?

Solutions

Rich intelligent routing algorithms

Real-time and centralized network status monitoring

Dynamic route adjustment based on Geo location, network status, device load, and requested content

Benefits

Ms-level response to reduce impact of network and device status changes on user experience

Obtain network status in real time to ensure load balancing and construct carrier-class reliable network

Routing policy based on Geo location

Best route: B

A >B Routing policy

based on network status

Best route: 20 ms

Routing policy based on device load

MX2

MX1

80%

30%

Automatic route switch

A

B End User

Routing policy based on content buckets

... 2

... 22

MX1

MX2

Bucket No.

Domain 2 Hash

URL 22 Hash

Optimize cache algorithm to improve the hitting rate

Unification Intelligence Experience Federation

End User

MX

MX

MC

A

B End User

MX

MX

MC

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Smart Caching Algorithm

Intelligent Service

Unification Intelligence Experience Federation

H H H H H C C C C C

H H H H H

Video 1 Video 2

Cache Space

H C H H C C C C

H C H C C H C

C C H H C C

H H C C

C C H H H

C H C C

C H C H

H C H C C

H C H H H H C H

H H H C C C H H

C C H H H C C

C H H H H H H C

H C H H H H H H

C H H H H C H C

H C C H C H H H

H C C H H H H C

• Most users will not view the whole video clip,

the first several minutes of video clip is more

hot than other parts.

• Traditional cache is based on the whole file,

the cold chunks are also cached.

Problem

Solution

• The caching is based on chunks, only the hot

chunks are cached not the whole file.

• In ip video (i.e. YouTube) caching, this method

will save more than 60% storage.

• It reduces the frequent writing of storage to

extend the storage life cycle.

Only the hot chunks are cached

H:Hot C:Cold

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Challenges

How to improve B2B mode revenue?

How to enhance profitability of the CP/SP?

Solutions

Telecom CDN may have different Resellers

A reseller may have different service providers

A service provider may have different services (Live/VoD, Web Acceleration)

Intelligent reports base on user behavior

Benefits

Multi Level Account Expand sales channels and improve B2B revenue.

Profitability is improved by intelligent report support

Based on these intelligent reports value-added services can be carried out (Targeted advertising, Intelligent recommendation etc.)

Intelligent and Flexible Sales Model: Multi Level Account Unification Intelligence Experience Federation

Telecom CDN

Reseller A

Reseller B

Reseller X

S. Provider

A S. Provider

B S. Provider

Y

Service A

Service B

Service Z

Live/VOD

Web Acceleration

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Super Regional

Operator

CDN Network

Global CDNs

CDN Federation — Build an Open CDN Cloud

Regional Operator

CDN Network

National Operator

CDN Network

Pure-play CDN Providers

B2B B2C

Unification Intelligence Experience Federation

Other Operator

CDN Network

CDN

Federation

Controller

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Page 23

Thank you

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