Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems

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Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems

Dan Donahue - Managing Director, FTI Consulting

January 2008

Media Aware Networking using P2P?


Agenda

P2P – A Factor for Access Service Providers (ASP)

Media Aware NetworkThe Dynamic Nature of Open APIs, SDKs and Control

Value Chain

Q&A


Content Providers / Aggregators

Concentrate on their core business:High quality content production, aggregation and syndication

Monetize their content and use the internet to reach Any screen AnywhereExpand and evolve the business models – pay per view, rental, one

time buy, advertise support, revenue share, etc

Peer to Peer is cautiously considered as a way to lower the cost of delivery. However,Tradeoff on security, control and Quality of Experience


Over the Top (OTT) Factor

P2P networks enable mass distribution of media content to the end user with widely varying controls and monetization

Method of distribution is evolving and shifting value in current Service Providers, particularly Access Service Providers

As P2P / OTT becomes the dominant a mode of consumption, content producers and Service Providers need to adjust to avoid commoditization and marginalization

What ASP methods will both satisfy both the consumer and the value chain while meeting the Content Provider needs?

Adopt P2P as an optimization technology within the ASP

Leverage Application innovation to drive monetization of content (Ad channels, iTunes, snugbug, Orb, Sling etc.)

Contribute to making the Internet a more cost effective, reliable solution capable of delivering content, application flexibility and personization

Common platform that allows monetization of service delivery ?


ASP P2P Observation

Illegal Content perception

Threatens traditional delivery

Upstream Link Saturation

Transit Cost Increase

Limited participation in value add

Issues

Traffic Management

Peering Concepts with current eqip

Build out Network / Upgrades

P2P Caching

Compete w / OTT Players

Containment

From co-marketing to Integration of Services

Optimised Delivery: CDN, QoS,Multicast, Quota exemption

Improved Access to TV & Mobile / STB / GW

Web Services network interface

Precision Advertising

Collaborate Media Aware Network – H-P2P

Create Own TTM App value Chain

Peering at Service Level

Offer open optimized access to peers, i.e,

Storage Savings, higher quality

Lower cost of delivery

DEPLOY


What if there was a new, media optimized routing platform that used thin layer to implement it?

IP InfrastructureIP Infrastructure

Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity

Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity

Bindings Bindings

Bindings Bindings

The Application LayerThe Application Layer

New Structure:Today’s Structure:


Provider AppIPTV

Provider AppIPTV

Thick Middleware:

IPTV

Thick Middleware:

IPTV

Provider AppVoIP

Provider AppVoIP

Thick Middleware:

IMS

Thick Middleware:

IMS

Provider Applications Over-the-Top Apps

Cool ToolsCool Tools

YouTubeYouTube

MiddlewareMiddleware

CacheCache

P2P OverlayP2P Overlay


JoostJoost


CacheCache

P2P OverlayP2P Overlay

Content Provider

ContentContent

Brightcove

AkamaiAkamai P2PP2P

The Application Layer


A Media Aware Network Platform



OTT AppOTT App


Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo

Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo

Bindings Bindings

Bindings Bindings

The Application LayerThe Application Layer

Provider AppIPTV

Provider AppIPTV


APIAPI


OTT AppOTT App


APIAPI


OTT AppOTT App


APIAPI


OTT AppOTT App



Provider App(P2P TV)

Provider App(P2P TV)


APIAPI


Provider AppNet Jukebox

Provider AppNet Jukebox


APIAPIOTT OverlayOTT Overlay CacheCache

OTT OverlayOTT Overlay

Value Add

ContentContent

APIAPI


•Associate content w/ related materials 7 apply metadata

•Encode / Transcode

•Access Master•Archiving•Organize digital media assets

•Encode / Transcode in various video formats

•DRM•Conditional Access•Watermarketing

•“Productize” assets into bundles

•Set pricing terms•Subscription, rental, download to own

•Commerce engine and payment capabilities

•Create playlist / ad inventory

•Create Biz rules such as must watch

•Integration with Ad campaign mgmt systems

•Ad server

•Create catalog feed for CMS or syndication to multiple affiliates

•Deliver assets & metadata to mobile CDN, broadband CDN &TV VOD Infrastructure

•User Interface•Manage devices•Plug into any UI or player

•Manage distribution and playback (Streaming, download, P2P)

•User / ad metrics

•Next Generation name/address

•Programmable/extensible (network APIs & SDK, workflows, event notify)

•Scalability with tera-scale distributed cluster

•Subscriber and media clustering

•Next Generation name/address

•Programmable/extensible (network APIs & SDK, workflows, event notify)

•Scalability with tera-scale distributed cluster

•Subscriber and media clustering

• Chat, Group, RRnR

•Lightweight common client (core library, access library, PC, STB and mobile reference clients)

• Events, groups• Data collection & mining

• Chat, Group, RRnR

•Lightweight common client (core library, access library, PC, STB and mobile reference clients)

• Events, groups• Data collection & mining

•Scalability•Delivery quality/performance

•Resilience by Design

•Lights out Ops & Mgmt

•Proximity, Bindings and control

•DHT Hierarchy•InfraDHT

•Scalability•Delivery quality/performance

•Resilience by Design

•Lights out Ops & Mgmt

•Proximity, Bindings and control

•DHT Hierarchy•InfraDHT

•Virtualization• Foreign resource

• WorkFlows• ingestion

•Virtualization• Foreign resource

• WorkFlows• ingestion

•Ad Insertion (Server side, client side, personalization and measurements)

•Ad Insertion (Server side, client side, personalization and measurements)

•Security and wights mgmt.

•Super-distribution (consumer level with rights management, SP level to distribute across complex footprint)

•Foreign Resource integration

•Security and wights mgmt.

•Super-distribution (consumer level with rights management, SP level to distribute across complex footprint)

•Foreign Resource integration

Broadband Technology Value Chain

Value Chain – ABI research

• Foreign resource

• ecommerce tools (click to buy, paypal, etc)

• API for direct billing systems

• Foreign resource

• ecommerce tools (click to buy, paypal, etc)

• API for direct billing systems

Media Aware Network


Value Chain vs. OSI Stack

VALUE CHAIN

Content Creation

Asset Management

Security

Encode/Transcode

Marketing Strategy

Advertising

Syndication

GUI

P2P Overlay Networks

QoS Definitions

QoS Management

Bandwidth

Chaching Services:Akamai, DNA, etc.

6 PRESENTATION

1 PHYSICAL

2 DATA LINK

3 NETWORK

4 TRANSPORT

5 SESSION

7 APPLICATION

BUSINESS


Value Chain vs. OSI Stack

VALUE CHAIN

Content Creation

Asset Management

Security

Encode/Transcode

Marketing Strategy

Advertising

Syndication

GUI

P2P Overlay Networks

QoS Definitions

QoS Management

Bandwidth

Chaching Services:Akamai, DNA, etc.

ContentCreators

ContentProviders

ISPs

P2P S/WDevelopers

6 PRESENTATION

1 PHYSICAL

2 DATA LINK

3 NETWORK

4 TRANSPORT

5 SESSION

7 APPLICATION

BUSINESS


Thank You - Q&A

Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems

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