UCB Media Technology Summit Sept 30, 2009
description
Transcript of UCB Media Technology Summit Sept 30, 2009
![Page 1: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/1.jpg)
UCB Media Technology SummitSept 30, 2009
Michael J FranklinProfessor, EECS UC BerkeleyFounder and CTO, Truviso
![Page 2: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/2.jpg)
Technology Makes Things Simpler?
![Page 3: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/3.jpg)
Understanding the Opportunities
3
![Page 4: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/4.jpg)
User Devices and Interfaces
Collection + Display + Ubiquitous Connectivity
4
![Page 5: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/5.jpg)
Continuous Improvement of Input Devices
![Page 6: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/6.jpg)
Ubiquitous Connectivity
6
![Page 7: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/7.jpg)
Display & Augmented Reality
7
![Page 8: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/8.jpg)
Devices & Interfaces: Trends
8
SmallerHigher-fidelityBetter Integrated
Camera+GPS+Audio+Comm+…More Connected
The Internet of PeopleThe Internet of Things
Smarter and Personalized
Collection + Display + Ubiquitous Connectivity
![Page 9: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/9.jpg)
Back-End Technologies
Massive Data + Analytics + Cloud Computing
9
![Page 10: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/10.jpg)
The Web is Deeper than you Think
10
Every:• Click• Ad impression• Wall post, friending, …• Billing event• Fast Forward, pause,…• Server request• Transaction• Network message• Fault• …Generates Streams of Data that can be Analyzed
![Page 11: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/11.jpg)
Business Analytics are all the Rage…
Goal: Obtain “Actionable Insight” in complex environments.
Challenge: Vast amounts of disparate data and limited time.
![Page 12: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/12.jpg)
Example: Video/TV Distribution
• Nielsen panels 5,000 households nationally and 20,000 in local TV markets for current television viewership.
• The U.S. Online Video audience is currently over 150 million viewers.
.
![Page 13: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/13.jpg)
Data Flow Architecture
From playout to reporting.
• Viewer• Program/Content• Technology platform• Minutes viewed• Program segments
viewed• Ads viewed• Viewing behaviors (FF,
RW)From Doug Parrish, Move Networks
times 10’s or100’s M of users,
every 5 minutes…
![Page 14: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/14.jpg)
Real-Time Visibility & Historical Trends
![Page 15: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/15.jpg)
Enabling Infrastructure: Cloud Computing
15
![Page 16: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/16.jpg)
16
Scale-Out: The Million-Server Data Center
![Page 17: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/17.jpg)
Utility Computing: “Pay as you Go”
• Amazon Elastic Compute Cloud (EC2)• “Compute unit” rental: $0.10-0.80/hr.
• N
• No up-front cost, no contract, no minimum• Can expand and contract “on-demand”
• Other major players: Microsoft, Google, Oracle,…
“Instances” Platform Cores Memory DiskSmall - $0.10 / hr 32-bit 1 1.7 GB 160 GB
Large - $0.40 / hr 64-bit 4 7.5 GB 850 GB – 2 spindles
XLarge - $0.80 / hr 64-bit 8 15.0 GB 1690 GB – 3 spindles
![Page 18: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/18.jpg)
Massive Resources are Virtualized
18
“Hybrid Intelligence”
![Page 19: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/19.jpg)
Innovations
19
• MPP – Massive Parallel Processing enables• Massive data crunching• Provision of large-scale services• Content storage, search, and delivery
• Streaming analytics enable real-time actions.• Distributed systems enable large-scale
personalized content delivery.• Open Source software stacks driving
innovations and adoption.
![Page 20: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/20.jpg)
Implications
20
• Small devices are backed by nearly infinite resources
• CDNs enable massive distribution• Activities can be monitored, aggregated, and
predicted in real-time and at a very fine grain:• Personalization• Behavioral Targeting/Predictive Analytics• Service Optimization• New and Improved Products & Services • New and Improved Business Models
Analytics provide the key to Monetization.
![Page 21: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/21.jpg)
New Interaction Patterns and Business Models
Participatory Culture + Hyper-Personalization +
Social Computing + Ubiquity
21
![Page 22: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/22.jpg)
Participatory Culture - Overt
22
![Page 23: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/23.jpg)
Participatory Culture – “Less Overt”
23
John Murrell: GM SV 9/17/09…every time we use a Google app or service, we are working on behalf of the search sovereign, creating more content for it to index and monetize or teaching it something potentially useful about our desires, intentions and behavior.
![Page 24: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/24.jpg)
24
Search vs. Real-Time Web
On the Real-TimeWeb you can tracktrends instantly.
![Page 25: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/25.jpg)
Personalization and Narrowcasting
25
![Page 26: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/26.jpg)
In Summary: Revisiting the Opportunities
26
Collection + Display +Ubiquitous Connectivity
Massive Data + Analytics + Cloud Computing
Participatory Culture + Hyper-Personalization +Social Computing + Ubiquity
![Page 27: UCB Media Technology Summit Sept 30, 2009](https://reader035.fdocuments.us/reader035/viewer/2022062501/56816621550346895dd975ef/html5/thumbnails/27.jpg)
For more information
27