D D D D D D ata ata ata ata ata ata ata ata O O O O O O verload verload verload verload verload verload verload verload Management Management Management Management Management Management Management Management CDN CDN CDN CDN CDN CDN CDN CDN World World World World World World World World Summit Summit Summit Summit Summit Summit Summit Summit , London , London , London , London , London , London , London , London 25.10.2011 25.10.2011 25.10.2011 25.10.2011 25.10.2011 25.10.2011 25.10.2011 25.10.2011 Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Development Development Development Development Development Development Development Development Manager Manager Manager Manager Manager Manager Manager Manager Telef Telef Telef Telef Telef Telef Telef Telef ó ó ó ó ó ó nica nica nica nica nica nica nica nica Czech Czech Czech Czech Czech Czech Czech Czech Republic Republic Republic Republic Republic Republic Republic Republic
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Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform DevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopment ManagerManagerManagerManagerManagerManagerManagerManagerTelefTelefTelefTelefTelefTelefTelefTelefóóóóóóóónicanicanicanicanicanicanicanica CzechCzechCzechCzechCzechCzechCzechCzech RepublicRepublicRepublicRepublicRepublicRepublicRepublicRepublic
�Network capacity upgrade (more cells, new technology…)
� Traffic shaping (FUP…)
� Traffic offloading
� Content optimisation
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Data Transfer Speed in Mobile NetworksData Transfer Speed in Mobile NetworksData Transfer Speed in Mobile NetworksData Transfer Speed in Mobile Networks
� GSM (CSD) – up to 9.6 kbps
� GSM (HSCSD) – 43.2 kbps
� GPRS – up to 80 kbps
� EGPRS (EDGE) – up to 236.8 kbps
� UMTS – up to 384 kbps
� HSDPA – up to 14 Mbps
� HSPA+ – up to 84.1 Mbps
� LTE – up to 299.6 Mbps
�…
Mobile Data Subscribers GrowMobile Data Subscribers GrowMobile Data Subscribers GrowMobile Data Subscribers Grow
�Not only data growth
� Higher amount of subscribers per one cell decreases data throughput very rapidly
�Why it might work?• Fixed Internet and Mobile Internet are overlapping – devices are converging
• Content providers are usually not yet distinguishing between these channels and keep the content in form suitable for fixed Internet
• Thus the transferred data are not optimized for mobile access
� Content optimization should• Bring better customer experience by quicker access to desired content
• Prevent network congestion
� Only some content might be optimized
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DataDataDataData Traffic is Highly AsymmetricTraffic is Highly AsymmetricTraffic is Highly AsymmetricTraffic is Highly Asymmetric
download
Upload
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Priority is Optimisation of DownloadsPriority is Optimisation of DownloadsPriority is Optimisation of DownloadsPriority is Optimisation of Downloads
Download
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DataDataDataData types most suitable for manipulationtypes most suitable for manipulationtypes most suitable for manipulationtypes most suitable for manipulation
HTTP browsing, Google Video, Flash Video, RTMP Video…
� Data squeezing (possibly without decreasing quality)• Removal of redundant data
• Compression
• Transcoding (codecs, multipart…)
� Data transfer • JIT (Just-In-Time) or buffer tuning
� Protocol optimization (every vendor has own name…)• VTP
• TCP+
• MDI (Macara Dynamic Interleaving)
• …
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Optimisation of VideoOptimisation of VideoOptimisation of VideoOptimisation of Video
� Video • Effective codecs
› Transcoding to lower quality, lower framerate, less keyframes…• Different bandwidths (preferrably multibitrate or smooth streaming)
• Just-in-time delivery
• …
Optimisation Optimisation Optimisation Optimisation without without without without Impact on Customer Impact on Customer Impact on Customer Impact on Customer ExperienceExperienceExperienceExperience
� Loseless compression • Impossible to recognize
� Lossy compression• Lower quality is usually invisible on small screen devices
Where Where Where Where is the Best is the Best is the Best is the Best Place Place Place Place for for for for Optimisation?Optimisation?Optimisation?Optimisation?