REEL, IncL. Gao, Jim Kurose, Shubho Sen Prashant Shenoy, Don Towsley
Overview who we are vision product value proposition customers competition competitive advantage risks open issues summary
The Team Lixin Gao: Assoc. Prof., UMass
ECE, 10 years in algorithms, networking
Jim Kurose: Prof., Chair UMass CMPSCI, 22 years in networking, multimedia; IEEE Fellow
Shubho Sen: PhD 2000, UMass CMPSCI; 7 years in networking, multimedia
Prashant Shenoy: Asst. Prof., UMass CMPSCI, 8 years in multimedia OS
Don Towsley: Distinguished Univ. Prof., UMass CMPSCI, 29 years in networking, multimedia; ACM, IEEE Fellow
By the numbers: eight patents approved
or pending 200+ research papers management experience:
~ $2M in annual research grant funding
CMPSCI Networks research group: 23 people
Streaming Media market
rapid demand for streaming media content 300,000 hours of Real Networks content produced a week (8/99) each of top 10 webcasts in 1999 attracted > 0.5 million viewers
(McKinsey Quarterly 2000) internet broadcast market to grow to $40 billion by 2003
(Aberdeen Group)
rapid broadband deployment into homes and businesses 70% of businesses connect via ISDN or better (InfoTech 12/99) broadband to the home: 8.3 million cable modem, 5 million DSL
and 0.5 million wireless broadband by 2003 (PC Computing 4/00) 30 million ITV capable houses by 2004 (Jupiter Comm.)
1st generation streaming media
single server, multiple clients end-end principle
homogeneous service not scalable: server, bandwidth
resources
server
client
client
2nd generation: passive cache
content replication, caching Akamai, Inktomi
enhanced scalability passive cache: homogeneous service
3rd generation: active proxy Client-tailored service:
pause live broadcast, time-shifted playback content insertion/specialization more ….
scalable, personalized service
active cache: client-tailored service
bufferingbufferingbufferingbufferingbuffering
insertion
pausecontinue
content
continue
What’s the Product
flexible proxy software running on commodity
systems two key components
– software infrastructure (backplane) for composition, integration of different services
– software implementing specific services
server
client
content insertion
from disk
record
to disk
What’s the Product
flexible proxy software running on commodity
systems two key components
– software infrastructure (backplane) for composition, integration of different services
– software implementing specific services
server
client
What’s the Product
flexible proxy software running on commodity
systems two key components
– software infrastructure (backplane) for composition, integration of different services
– software implementing specific services
framework/toolkit for rapid development of services
server
client
resumepause
Sample services
personalized VCR functionality for live, stored streaming media
timeshifted playback of live transmission, simultaneous recording
personalized content insertion ads, picture-in-a-picture
resource management bw reduction via caching, smoothing localized multicast
handling end system heterogeneity customized transcoding for thin clients, low-bw clients
Where do we fit in
Content
creation
Edge
customization
Local
Caching/
delivery
Local
customization
Server
customization
(limited)
Transport
over
backbone
Edge
delivery
Value Food Chain
Who benefits? end users - new, enhanced services ISPs - increase revenue, strengthen brand
reduce bandwidth usage offer value added services to differentiate from competitors offer tiered customer service
enterprises - enhanced tools, reduce costs asynchronous videocast - training, timeshifted playback of
corporate telecast content providers - increase revenue, strengthen
brand enhance viewer experience revenue sharing with ISP for enhanced content services targeted ads create new revenue opportunities from existing
content
Potential customers service providers
ISPs wireless SPs cable companies satellite delivery companies
content distribution networks e.g.: Akamai
end users home and business users
overseas markets
Competition space
Internet
2nd generation Internet streaming cache vendors Entera, Infolibria, Inktomi
Interactive TV Internet personal video agent
Jovio
Other players
internet streaming end-system product vendors Real, Microsoft, Oracle, Apple, IBM, Kasenna
web caching vendors Network Appliances, Cacheflow
personalization and customization services web customization - Chutney, Kurion, Purple Yogi
cable and interactive TV DIVA, Liberate, Scientific Atlanta, Actv, Opentv, ICTV, Aol-TV personal digital VCR : TIVO, Replay TV
wireless Packetvideo, Puma Tech
Potential partners/customers
Competitive Advantage team
combined expertise in streaming media, real-time systems and Internet protocols
proven track record as innovators in the field core technology: proxy
middleware: unique flexible, extensible architecture for rapid service development, customization, deployment
services: implemented set of standard services, customized add-on services
first mover advantage patent protection - Creates barrier to entry establish market dominance through superior
technology and strategic partnerships market is enormous - space for multiple players
NSF-funded UMass research effort
Multimedia proxy services
NSF grant: $1.3M over 3 years (ending 2002)
PIs: Gao, Kurose, Shenoy, Towsley
server/proxy/client prototype development
engine for generating/prototyping new ideas
Potential advisors
Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching”
Steve Willis: founder Wellfleet, Argon Nets Guru Parulkar: founder Growth Networks Sid Topol: former CEO Scientific Atlanta Andrew Vitterbi: founder Qualcomm, Linkabit Hamid Ahmadi: VP Research AT&T Richard Muntz: Prof. UCLA Raj Yavatkar: Tech. Manager, Intel Christophe Diot: Group leader, Sprint ATL John Rose: Director McKinsey (NY)
Risks
800 pound gorillas move into space:
MS, Akamai, Infolibria, Inktomi
narrow window of opportunity - need to
execute fast and execute well
degree of success partially tied to future
broadband penetration to home
Moving Forward business plan
customer interviews financials business model, marketing and sales strategy
business/management expertise transition: research project to commercial product
incorporation fulltime software development team funding
– What type of investors? Value-added, smart money
relationship with University
Summary
the product competition competitive advantage and risks open issues
Need to move fast !
Commercial Potential
ISPs/Cable providers: increased revenues though provision of enhanced services
MyVideo: any time anywhere personalized smart network video
Content providers: increase revenue by personalizing video delivery client-initiated customized ads
Businesses: asynchronous videocasting (e.g., training)
Plug-n-Play Services
record insert
VCR functionality Content insertion
Plug-n-Play Services
record
trans-code
VCR functionality Content insertion Bandwidth matching
And others: loss concealment multicast ...
record
trans-code
IP
CATV
wireless
Enabling/enhancing a new service infrastructure
First generation service single server, multiple clients end-end principle homogeneity in offered service
Enabling/enhancing a new service infrastructure
2nd generation service: cache between server, clients homogeneity in service enhanced scalability
Vision: enabling/enhancing a new service infrastructure
3rd generation service: proxy between server, clients client-tailored services enhanced scalability
Potential advisors
Technical Len Kleinrock: founder Nomadix,
Linkabit. UCLA Prof., “father of packet-switching”
Steve Willis: founder Wellfleet, Argon Nets
Guru Parulkar: founder Growth Networks
Sid Topol: former CEO Scientific Atlanta
Andy Vitterbi: founder Qualcomm, Linkabit
Raj Yavatkar: Tech. Manager, Intel Hamid Ahmadi: VP Research AT&T
Technical (more) Dick Muntz: Prof. UCLA Pawan Goyal: Ensim Christophe Diot: Group
leader, Sprint ATL
Managerial John Rose: Director
McKinsey (NY)
Potential Partners
Internet ASPs
Personalization and Anonymizer services
Interactive TV Liberate, Actv, Opentv, ICTV, Scientific Atlanta, Aol-
TV, microsoft
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