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How Service Providers Can Optimize Video Delivery with CachingJuly 2011
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The Value of Content Aware Networking with Transparent CachingPresented by
Gary Southwell
What is driving Over-the-Top (OTT) Content?
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Video:
BTI WideCast deployments now see NetFlix routinely consuming more than 30%-50% of Bandwidth in peak periods
OTT Content: More than just Internet Video Transfer ContentSoftware Updates7000 6000
(MB)600 0MB
Games, Apps, File Sharing HTTP Downloads
5000 4000
3000 2000 1000
3 M B
38 MB
150 0MB
Company Confidential. Distribution of this document is not permitted without written authorization.
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The Application of Content Aware NetworkingMarket Opportunity
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The Need:
OTT Explosive Growth
Operators need to get control of their operating costs Bandwidth demanded is more than doubling every year
Puts the Operators back in Control of their business model Build a better HSI-Service
Faster Internet Downloads Better streaming experience
ISPs own the subscriber
Immediate video start w/o interrupt QoE Opens up new service models
Telcos & MSOs can take back control of their business models HSI services expenses continue to rise
Tiered HD OTTop for a flat Mo. fee Lower Data Caps w/o losing customers
Traffic Reduction
Video Delivery Time
Service Revenue
Cost per subscriber
The Need
=
+
Company Confidential. Distribution of this document * CDN = content distribution network is not permitted without written authorization.
What is a Network Aware Transparent Cache ?
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Policy based Solution that looks at every packet for cacheable content Caches only desired popular content for local play-out Addresses all cacheable content Internet video, music, games Graphical Images Software updates All large objects Operationally Low Impact to operate Non Stop Forwarding architecture Automatically updates content Automatically responds to shifting user trends No need for active management of content No need to negotiate with content owners A dramatic alternative to the Labor intensive CDN With up to 10x the top and bottom line impactCompany Confidential. Distribution of this document is not permitted without written authorization.
Benefits of Transparency
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Transparent to the content source
Preserves application logic Ensures content is up-to-date
Transparent to the subscriber
Better performance automatically No visibility to IP addresses of cache virtually eliminates opportunity to infiltrate the solution
Ensures adherence to regulatory measures
Example: Digital Millennium Copyright Act (DMCA)Company Confidential. Distribution of this document is not permitted without written authorization.
How True Transparency WorksEmail, FTP, IM, VoIP etcbypasses cache
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PacketVX goes in line 10G or 1G connectivity
IP agnostic invisible to routing layer can not be attacked Service grade 5-9s Policy based router. 20 millisecond failover equipment redundancy High Speed Internet Service always stays up
even during cache upgrades or outages.
Cache automatically caches large objects and Flash based streams
Completely transparent to the Subscriber and the Origin Origin sees every request- knows what content was deliveredCompany Confidential. Distribution of this document is not permitted without written authorization.
Improves Upon & Complements Traditional CDN Approach Todays CDN Scenario Access Network oversubscription creates congestion Streamed bit rate drops to the minimum QoE is poor Congestion
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Core Data Center
Last mile
Intelligent Edge Scenario Simplified content delivery with an SLA Avoids congestion Stream bit rate runs at maximum Smooth play out
Allows offering an even better CDN w/ Considerable Cost ReductionCompany Confidential. Distribution of this document is not permitted without written authorization.
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Transparent Cache Solution
30%-40% reduction in traffic for Service Provider - costs savings
Growing in line with video traffic -Proven to slow growth 60%
Saves on CDN $/GB Charge rates for OTT CPs
Each GB served from cache saves Netflix $s Possibility to Share with ISP
Popular Content
Data Analytics on a local basis
Local loop Play rate capacity knowledge Mix of traffic Subscribers are viewing
Non Netflix as well as Netflix
Internet
Metro/Core
MSAN/CMTS
Less PopularCompany Confidential. Distribution of this document is not permitted without written authorization.
WideCast
Content Aware Networking Value Production Environment Results Snapshot0 .
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0 .
0 .
d v r e s B G
0 .
0 .
Repeated requests save network bandwidth0 0 0 s u q R e t n o C
0 .
m o c . e l p a e f c m o . a . x i l f t e n f . r u o t e l
m c . e b t u o y
0 .
o c . e s l i v . m t r a u f
0 t e . n d m o c . g m i y o l h u p h m . e k c m u o b c t .
m c . r o d n a p
m c . o b x
d p u v i l c e t n a m y s
g r o . s d l
i n m c a g y z . l v e t o r f
Company Confidential. Distribution of this document is not permitted without written authorization.
0 o . b l g a s m t c e r i d
g i b o c . e m a h s f
o d a m c . e b m o c . e n r u t
0
0
Popular content types addressed with solution
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0
0
Content Aware Networking - Analytics Network Operator Measured ValueKey Factors
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Cache Productivity the difference between aggregate bandwidth delivered (to subscribers) relative to bandwidth required to source new content ISP Transit Peering Costs a reduction in charged bandwidth to access the InternetBandwidth Delivered Bandwidth Incoming
Results
20-30% peak bandwidth savings (Internet sourced vs. subscriber delivered)
Defers network capacity upgrades (aggregation/middle mile, and core)
Up to 35% cost reduction/savings on cacheable backhaul bandwidthCompany Confidential. Distribution of this document is not permitted without written authorization.
WideCast Transparent Cache End User Value 10x faster response time SLA
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Cache Session ThroughputThe improvement users report in terms of network performance and reduced call center volume, far exceeds what would be expected just looking at the bandwidth we save or generate.
Transit Session Throughput
End User test results 7-14 times improvement in end user throughput for Cached Media. Provides huge competitive advantage Promotes top tier broadband packages
Company Confidential. Distribution of this document is not permitted without written authorization.
Questions?Thank you for attending todays webinar and thank you Dan and your team at StreamingMedia for hosting todays session.
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For more information on Widecast and transparent caching, please visit www.btisystems.com and download our latest white paper on transparent caching Please email me directly at [email protected]
Company Confidential. Distribution of this document is not permitted without written authorization.
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