Cdn ws operator_sp_perspectives_16.30_june 27th2013_sue_rudd

Developing the International CDN Mobile Broadband Operator and

Services Perspective

Strategy Analytics Sue Rudd – Director Service Provider Analysis

14 June 2013

Copyright© Strategy Analytics 2013

Outline

Operator CDN Options impact International CDN Options

Mobile Broadband Operator Business Goals for International CDNs

Global Alternatives: Cloud vs. CDN vs. SDN

International Evolution of CDNs

Copyright© Strategy Analytics 2013

Evolution of Cloud to CDN and SDN – ‘Akamai is the Global SDN’

New Global CDN Services

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Mobile Broadband Operator Business Goals for International CDNs

• End-to-End Global Roaming User Traffic Optimization

• Wholesale ‘White label’ Service for Enhanced Media Content Delivery over Mobile Broadband

• Mechanism for secure ‘multi-screen’ content delivery across Multiple Radio Access Networks (RANs) in conjunction with fixed telecommunications affiliates

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Evolution of Cloud to CDN and SDN ‘Akamai is the Global SDN’

4

Federation

• Management & provisioning

• Advanced services

• Redundancy and overflow

• Federation and global reach

Copyright© Akamai ® Technologies Inc. 2012 7/14/2011

Operator CDN Options impact International CDN Options

Operators looking to ‘Own’ their Global CDNs ….Virtually at least…

So looking for:

• Managed Service

• Licensed Platform with:

• Federation ‘Peering’

• Global ‘Peering’

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International Evolution of CDNs

• Pairwise Federation Deals

• Global Wholesale by one CDN Provider as: ‘White Label’ for Tier 1 Mobile Broadband Providers

Branded CDN for Tier 2 & 3 Mobile Broadband Service Providers

Native Tier 1 & 2 Global Mobile Broadband CDN Providers

• Compare Options:

• IPX Global Roaming Option for Mobile Broadband Cloud Content

• Global Content Owner/Reseller CDN/SDN overlay OTT for Mobile Broadband e.g. Netflix on top of AWS

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International Evolution of CDNs

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Akamai Global Network

Akamai CDN: 150+ locations, 81 countries 7/14/2011

International Evolution of CDNs

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Edgecast Global Network

Copyright© Edgecast Technologies Inc. 2013 7/14/2011

International Evolution of CDNs

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Limelight Global Network

Copyright© Limelight Networks Inc. 2013

Limelight Networks CDN: 80 locations and peering with over 900 ISPs globally.

7/14/2011

International Evolution of CDNs

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OnApp Global Network

OnApp CDN: 161 locations, 40 countries

Copyright© OnApp 2013 7/14/2011

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New Global Mobile Broadband CDN Services

New Services on LTE Same types of applications & content we see on 3G today:

Internet browsing

Social Networking

Variety of video streaming applications

+ New Cloud Services – NaaS & WebRTC

LTE Differentiators

Better speeds and lower latency

Ability to support more sessions ‘flows’/ speeds

Guaranteed QoS/QoE

Improved cost structure for data delivery

Wi-Fi Interoperability

New Devices

Motivation to upgrade to ‘must-have’ devices

LTE moves to a broader cost-conscious price plans for services and devices

Multi-Screen: Tablets, Smartphones and soon & ‘Cloud Phones’ as well as Internet & TV from Mobile Providers

New LTE 4G Positioning

is about Delivering ‘3G Promise’ with Speed, Capacity, Low Latency + Global IP based Cloud for NaaS & WebRTC

Copyright© Strategy Analytics 2013 Source: Strategy Analytics Wireless Networks & Platforms 7/14/2011 11

Global Alternatives: Cloud vs. CDN vs. SDN

• Summary of Operator Choices

• Conclusions from the Conference

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Contact

Sue Rudd

Director Service Provider Analysis

Strategy Analytics

Email: [email protected]

7/14/2011 Copyright© Strategy Analytics 2013

Two Models for Operators with CDNs: ‘Best Bit Pipe’ or ‘Managed Content’? Telco Value Chain for future IPTV & Video services

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Operators can add Value to Both OTT and Managed Content Models

Net

wo

rk ‘M

anag

ed

Co

nte

nt’

Content Owner Generation

Content Routing/ Optimization

Delivery/ Optimizer

End User Devices

Mobile Operator Manages (QoE) &

Optimizes Both DELIVERY & End-to-End QUALITY

CSP Provides SERVICE AWARE Optimisation, And Application Specific Handling

CSPs offer ‘Network Aware’ ABR & Originators get ‘Service Aware’

Premium Content Delivery

CDN: VALUE ADDED

CONTENT DELIVERY

3 Screens Optimized for Mobile Broadband Req'ts with Fixed Interoperability & Guarantees

Operators BLIND to Content from Originator but AWARE of Access & Device Limits

CSP provides ‘TRANSPARENT’ Optimization &

Edge Caching

Targets Efficient End-to-

End App. Delivery that Minimizes Congestion and Maximizes QoS

3 Screens: TV, Laptop & Smartphone/ Tablet Optimized TO EXTEND Fixed Content to Mobile Users

CDN: EFFICIENT MOBILE

BROADBAND WEB & VIDEO

DELIVERY

OT

T –

‘Be

st B

it P

ipe

’

Telecoms Opport-

unities

Source: Strategy Analytics Wireless Networks & Platforms 7/14/2011 Copyright© Strategy Analytics 2013

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Evolving Global Content Business Models

Operator Services across Fixed

& Mobile Environments

Devices Drive Use – but need to

Recover Subsidy Cost

Value from Apps & Content Require Web 2.0 partners

Policy, Traffic Optimization &

Real Time Billing Options are Key

Build on presence, multiscreen, in-home

VAS building on home gateway w. integrated femto

Build on device centric brand

experience/ excellent user interface; offer introductory service bucket/period with

device purchase

Focus on extension of online/content to multiple screens;

access will eventually be bundled other

value, applications & content

Optimize Use of Network to lower

Cost per GB Manage Traffic in

Real Time with Throughput Caps, ‘Click to Pay’ and

‘Top Up’

7/14/2011 Copyright© Strategy Analytics 2013