© Velocix 2009. All Rights Reserved.1 P2P and Content Distribution 2 nd Annual P2P Media Summit Las...
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Transcript of © Velocix 2009. All Rights Reserved.1 P2P and Content Distribution 2 nd Annual P2P Media Summit Las...
© Velocix 2009. All Rights Reserved. 1
P2P and Content Distribution2nd Annual P2P Media Summit Las Vegas7 January 2009
David Ferguson, Chief Architect
© Velocix 2009. All Rights Reserved. 2
What is Velocix?
Standard delivery mechanisms:
• HTTP
• Flash Streaming
• Windows Media Streaming
Standard publishing mechanisms
Customer self service portal
Geographical restrictions, token authorisation, …
24x7 Support
SLAs
Object level control and real-time reporting
Core P2P Network
Bittorrent delivery
Bandwidth Blending• Optimal mix of P2P and
Server bandwidth
P2P+• Custom integration with 3rd
party P2P applications
Velocix Metro• Deep deployment for
consumer video services
A full service global CDN … with a twist
Backed by leading UK technology investors 3i and Amadeus
© Velocix 2009. All Rights Reserved. 3
Velocix … P2P applied to CDN
© Velocix 2009. All Rights Reserved. 4
Combining CDN and P2P Technologies
Velocix makes use of several technologies that were first widely used in P2P clients:
• Multi-sourceo Data is received from several sources simultaneously. o Provides increase throughput compared to single sourceo Adds resilience as reliance on single connection removedo Enables dynamic blending of bandwidth to minimise delivery costso Copes with change in network conditions by altering sources dynamically
• Peer deliveryo Data can be shared amongst users, as well as delivered from cacheso Reduces overall delivery costo Adds further resilience as number of sources increases
• Integrity checkingo Errors are detected at the piece level and corrected
• Resumable downloads o As the file is broken into pieces the download is treated as a series of discrete
transferso If a download is interrupted it will resume from the last complete piece, rather
than starting from the beginning
These technologies are used to improve quality and reliability within the Velocix network and are available over appropriate delivery protocols.
© Velocix 2009. All Rights Reserved. 5
How does Bandwidth Blending work?
Lets start by comparing single source downloads vs P2P downloads
• Server – normally sent at required rate, but since it is served from a single server, it all needs to be served from a nearby server
• P2P – normally doesn’t provide good enough speed
Throughput
CustomerDesired Speed
Server Download Throughput
Time
CustomerDesired Speed
P2P Download
© Velocix 2009. All Rights Reserved. 6
How does Bandwidth Blending work?
P2P provides as much bandwidth as it can
Throughput
CustomerDesired Speed
Velocix Delivery Speed Control
Expensive cache steps in smoothes off the transfer
Higher cost cache steps in and supplies most of shortfall at other times
Low cost cache steps in first and supplies most of shortfall most of the time
Throughput
Time
CustomerDesired Speed
Background Delivery
The lower the target speed the cheaper the delivery
© Velocix 2009. All Rights Reserved. 7
P2P+
Announced July 2008
Initiative for developers of commercial P2P media services and applications
Velocix integration provides QOS on top of underlying P2P delivery
Range of integration methods and consulting services
Announced partners:
© Velocix 2009. All Rights Reserved. 8
Velocix Metro
TV video distribution is different to Web and P2P, requiring massive national bandwidth
Announced December 2008
Recognises ISP’s vital role in content delivery
Provides ISPs and Broadcasters with a intelligent low-cost platform for delivery of Internet content
Launch partners:
Launch customers:
© Velocix 2009. All Rights Reserved. 9
What does the future hold?
© Velocix 2009. All Rights Reserved. 10
Time for a check up…
In the UK, MOT test required every year when car reaches 3 years old
How good were my predictions at the first P2P Media Summit in 2006?
CacheLogic Advanced Solutions for P2P Networks
DCIA P2P Media Summit | P2P File Sharing - The Evolving Distribution Chain
Peer-to-Peer Today In the last seven years P2P
has grown to dominate Internet traffic
More than 60% of consumer Internet traffic is P2P
P2P saturates ISP networks Downstream: 50-65% Upstream: 70-80%
More than 60% of P2P is video
P2P files are massive Globally: >50% >1GB Asia: >50% >2.5GB
CacheLogic Advanced Solutions for P2P Networks
DCIA P2P Media Summit | P2P File Sharing - The Evolving Distribution Chain
Internet-Based Content Distribution is Evolving
Commercial distribution of
music over the Internet
becomes mainstream By the beginning of
2005, UK online single sales overtook CD single sales(1)
By the end of 2005, 20M tracks per week being bought online worldwide. And sales of MP3 players had overtaken that of CD players(2)
US physical media sales fell by 8-10% on 2005, where as online sales grew by between 150-200%(3)
Commercial trials of
Broadcast/DVDquality P2P video
BBC iMP ntl Warner Bros
Initial commercial
P2P video trials AOL Sky
2005 2006 2007
Rollout ofcommercial P2Pbroadcast qualityvideo services
Consumer Produced
Video Google Youtube
Portable Video iTunes
© Velocix 2009. All Rights Reserved. 13
What went wrong?
P2P video distribution was dominating consumer Internet traffic
But the transition to commercial delivery using P2P was complicated by:
• DRM falling out of favour stalled download market• Client deployment concerns• Flash plugin enables custom player UI without user permission• Advertising funded free-to-use Web 2.0• Success of progressive download and streaming services
o Youtubeo Hulu, BBC iPlayer, etc.
• Mass market reluctance to wait for non-free content• Lack of compelling content on P2P TV services• Wholesale bandwidth costs dropped• Wholesale digital video content pricing• Influx of suppliers in traditional CDN space reduced delivery costs
© Velocix 2009. All Rights Reserved. 14
So where does P2P fit in 2009?
Delivery methods:
• P2P – most bytes transmitted by other clients – market limited by asymmetric broadband access (DOCSIS/DSL)
• Single Source – bytes transmitted from a single server typically HTTP or streaming – classic CDN
• Multi Source – bytes transmitted from a combination of servers and (optionally) clients) – hybrid CDN
Flash Crowd
7-day Window
Long Tail
100kbpsP2P Client
Background delivery
1MbpsBrowser
SD
10MbpsHD
Multi Source Single
Source
P2P
© Velocix 2009. All Rights Reserved. 15
P2P Content Delivery Future
Current opportunity limited by• Falling CDN pricing• CDNs keeping with up traffic volumes• Over supply in market• DRM/CA replaced by streaming
Indicators for future opportunity• Symmetric broadband access• Effective DRM/CA• Adaptive codecs• TV with integrated Internet• High capacity flash storage• Standardisation
o P4P a good starto Need standardisation in the system architecture and
inter-component communication
© Velocix 2009. All Rights Reserved. 16
What’s the role of Velocix in all of this?
Fully operational hybrid CDN service provider with long background in P2P
We will provide content providers and ISPs with the best combination of technologies for quality cost-effective content distribution over the Internet
Like other service providers in this space, Velocix has developed most technology in-house
Just as we licence streaming servers, we’d welcome more off-the-shelf components that have rich APIs
We will play an active role in the standardisation process
© Velocix 2009. All Rights Reserved. 17
Questions?
David Ferguson, Chief Architect
+44 7870 275338
Copyright StatementCopyright © Velocix Ltd, 2009, all rights reserved.
No part of this documentation may be reproduced in any form or by any means or be used tomake any derivative work (including translation, transformation or adaptation) withoutexplicit written consent of Velocix.
Registered office: 326 Cambridge Science Park, Milton Road, Cambridge, CB4 0WG, United Kingdom