Content Delivery Technology: current practice and future trend 24 th , June, 2013
Content Delivery Technology:
current practice and future trend
24th, June, 2013
Table of Contents
q Issues in Global Content Delivery market
q Content Delivery based on Contents type
q Transparent Internet Cache for Unmanaged Contents
q CDN for Managed Contents
q End User requirements
q Telco CDN based on Smart Content Delivery
q Status of Telco CDN interconnection
3
Conflict in Content Delivery Biz.
o OTT’s own Cache in Telco network
o Is Hyper Giant OTT, paying any fee for their Cache installation and usage?
¡No line fee, No space fee, No power usage fee
¡No intervention and No regulation against Hyper Giant’ Cache in Telco network
o Which Menace by free acceptance of OTT’s own Cache ?
¡ Is Telco philanthropist?
¡ OTT’s high quality application including TPS directly to End-User
,without any delivery fee over Telco’s dumb pipe internet.
End-User
USA
Global Transit
High Speed / Good QualityOTT’s
Origin Server
OTT’s own cache in Telco network
4
OTT’ Strategy in Content Delivery Biz.
o TPS over Google Fiber (‘10.Feb.~: as the one of ‘Think big with a gig’ project)
o For Global Google’s TPS, Collaboration with 2nd or 3rd place Telco, in the world
o Google’s world-wide virtual internet Backbone with SDN
¡Efficient usage of SDN for managing of two different BB, I-scale BB for end-user and
G-scale BB for global synchronization of global Google DC.
Network Box TV Box Storage Box
5
OTT’ Strategy in [ Content Delivery Biz. + Platform Biz.]
o Case1: G-TV + Google DC with SDN + GGC in Telco
o Case2: Google Glass as the Next generation Wearable Device
¡ [More Platform Controllability] Monopolization of Personal BigData market with the Cloud
based Wearable Device
¡ [Information Hub/Service Hub] Personal Secretary service with “Google Now”
¡ [New Ecosystem] Contents and Application Hub with “Google Play”
6
OTT’ Strategy in Platform Controllability
o 단말/플랫폼/콘텐츠 등 전방위 적인 OTT 시장 지배력 강화
¡ OTT 클라우드를 이용한 서비스 전달 구조
à 높은 OTT 플랫폼 의존성
¡ 커넥티드 서비스 기반의 Telco 경쟁력 약화 가속화
¡ 퍼스널 빅데이터를 이용한 개인화 서비스 및 정보 독점 가능성
단말
플랫폼
앱/서비스
단말
플랫폼
앱/서비스
단말
플랫폼
앱/서비스
1세대피쳐폰 2세대스마트폰 Ex. 3세대구글안경
?
o Platform Controllability를 바라보는 OTT의 Strategy
7
Trend of Traffic pattern change and Contents type
o Traffic Pattern Change
à Video Traffic is main portion
o Unmanaged Contents vs. Managed Contents
Expected Portion of Video Traffic
End-User
Managed Contents (Charged)Managed Contents (Charged)
High QualityPremium Delivery
Origin Server
Unmanaged Contents (Free)Unmanaged Contents (Free)
ISP BBCP
In Network Cache
• Whole free acceptance of each CP’s Cache in ISP BB for High Quality delivery?
ISP BBCP1
CP1 CacheCP2
CP3
CP2 Cache
CP3Cache
?Vs.Vs.
8
Transparent Internet Cache for Unmanaged Contents
o TIC for unmanaged contents
End-User
USA
W/O CacheW/O Cache
Global Transit
Low Speed / Poor QualityGlobal OTT
Origin Server
12
End-User
USA
With TICWith TIC
Global Transit
High Speed / Good QualityGlobal OTT
Origin Server
Content from TICto End-User
TIC
4
1
2 3
9
CDN market status and expectation
oGlobal CDN market status and
Revenue analysis
• 디지털 콘텐츠 유통 증가에 따라 지속적으로 성장
• Akamai : 글로벌1위, ‘12년 전년대비 19% 매출증가(약 1.5조원 매출), Verivue 인수
10
CDN market status and expectation
q2015 Global CDN Expectation
mFrost & Sullivan Research: ~6B$
mCisco IBSG: Premium Contents Delivery and Telco CDN Federation: ~12B$
11
Global CDN Market Expectation
qCDN Market Big 3 Parties
mGlobal CDN Providers: Akamai, Limelight Networks, CDNetworks, Level3
mGlobal CPs: Google, Microsoft, Yahoo,…
mTelco CDN and Telcos: Telco CDN federation, IETF CDNi wg
mAnd, Others : BitTorrent, P2P CDN providers, …
qCDN market possible 3 scenarios
mTelco Last mile + Global CDN Providers
mTelco Last mile + Global CPs
mTelco CDN interconnection/Federation based on ‘Smart Pipe Concept’
q Key issues in CDN market
mMobile optimized ? : Acceleration, Mobile CDN
mGlobal Coverage ?
mLow Cost, High Quality, and Premium Delivery ?
12
End User wants Freemium Service !
q Ready for providing ‘Freemium’ Service ?
mEnd User’s need: ‘Freemium = Free + Premium’è Low Cost/High Quality Premium
Content Delivery Service
Ø Any content + With Low Cost and High Quality + In Any time + On N-Screen terminal
mBut current status of Content Delivery market
Ø EUs: No Freemium service environment à They usually use ‘illegal Web hard download’, and
they think ‘Every service from internet is Free’. But it’s not convenient and complex. [Time
consuming + So many terminals and contents to manage]
Ø Content Producers: 1~2B$ annual loss in Korean Contents exchange market by illegal download
Ø Content Providers/Aggregators: They have their own interest only in getting Money instead of
providing Freemium service for End-user with the collaboration of NSP
Ø NSPs: NSP is philanthropist ?
q Network issue point for Freemium service
Gold $$$
Silver $$Silver $$
Bronze $Bronze $
FreeRidingFree
Riding
Operator BB
3G/4G Radio area
3G/4G MBH
Wired Access net
IX/Overseas area
: Big point for Premium CD
: Small point for Premium CD
13
Mobile CDN for Premium CD
o Mobile CDN Design issue for Premium Content Delivery
¡The optimization of mobile data traffic transmission
¡Highway for premium mobile data traffic in mobile area to provide QoS guarantee
¡Automatic and Dynamic Caching for premium mobile data traffic in the MBH for
overcoming the QoS issue of IX/Overseas area
Operator BBGold $$$
Silver $$Silver $$
Gold $$$
Silver $$Silver $$
Bronze $Bronze $
FreeRidingFree
RidingWired Access net
IX/Overseas area
Highway for Gold, Silver mobile data
Low Cost, High Quality, Premium DeliveryBy automatic and dynamic caching of
premium mobile content
o How to make ‘Automatic/Dynamic caching of Premium mobile contents’ in MBH?
¡With the collaboration of Global CDN Provider like Akamai, but..
¡With the collaboration of Global CP like Google, but…
¡With Telco CDN interconnection based on Smart Pipe
14
Essential features for Mobile Content Delivery
qWhich features for Mobile Content Delivery?
mHow2get better TCP performance
from poor Radio resource ?
mAcceleration
mPrioritized Connectivity
mJust in Time Delivery
mTranscoding and Translating
mDevice Aware Optimization
mAdaptive Streaming
mSmart Cache for Mobile CDN
Just in Time Delivery
Adaptive Streaming
* 출처: http://gojump0713.blog.me/140080464213
15
Telco CDN based on Smart Pipe
Cache
Transcoder
URLRequest
RequestRedirect
Contents Origin (Network adaptive Content Delivery)
Static Routing
Path
No more than QoS!
• Network-adaptable• Pre-published• Single-streamed
• Bandwidth Saving• Quick response• …
ServiceRequest
ContentResolution
Contents Publisher(Content Aware Network)
Content-aware
Routing
TRUE QoE!
• User-context aware• Dynamically composable• Multi-streamed
• Optimized delivery• Support emerging
services (Multi-view, Collaborative performance)
• …
ServiceMediator
ResourcePlanning
ContentCapableNode
qContent Aware Capable Network
m Content-capable Node (in-network cache, transcoding, encryption, Content-
Aware, Dynamic Content Routing)
m Telco CDN 구현 및 Telco간 CDN상호 연동으로 Traffic Monetization
16
Telco CDN : Benefits
AS-ISAS-IS TO-BETO-BE
benefits As-Is To-Be
End UserPerspectives
•Just BE internet access à No Killer App
•Quality degradation of HD Emerging
Service à QoS needs !
•Enjoy Huge # & various Emerging Service
•Prosumer, Open, Freemium Service
•Target Ad can save internet access fee.
Service OrientedSmart Pipe
CPCP
AmazonAmazon
OTTsOTTs
AppleApple
QoS, Big Profit
QoS, Big Profit
B2B2C, Two-side market based on Smart pipe
In-NetCacheIn-NetCache
In-NetCache
Dumb pipe
internet
CPCP
OTTsOTTsNo QoS,
Small ProfitNo QoS,
Small Profit
B2C, One-side market based on Dumb pipe
$$ $$Small subscriber group
(limited market)
$$$$$$
Big subscriber groups(Economies of scale)
-Online Ad-Target Ad-Online Ad-Target Ad $$$$$$$$$$$$
$$$$$$
$$$$$$
17
Telco CDN : Benefits
benefits As-Is To-Be
CP/OTT/Cloud
ProviderPerspectives
•Only B2C, Retail business for limited user
group from Current BE IP network (W/O
QoS guarantee)
•BE Internet à No Killer Service
•B2B2C business possible(Two-side market)
with QoS guarantee Smart network
•Comparing with Retail business, SN can
make Opex saving effect > 50% à Big
Margin[Amazon case study]
Network Provider
Perspectives
•Dumb pipe environment: Traffic increase,
Revenue decrease
•No more investment from NSP??
•Revenue sharing from New & Big business
market, which is providing Open,
Collaboration business environment
•CAPEX/OPEX saving architecture with
Distributed Computing technologies
$
Time
Traffic
Revenue
$
Time
TrafficRevenue
18
o For the QoS guarantee of inter ISP Content Delivery, we need Telco CDN
interconnection.
o Economy of scale for content exchange market
¡No economy of scale in Walled Garden content delivery market, but Big economy of
scale in Open content exchange market
¡Big economy of scale for ‘Not only CP/OTT, but also for micro CP’
o Revenue sharing between Telcos from content exchange
¡Best Effort internet interconnection in Dumb Pipe à Free of Charge status à ‘Traffic
Increase, Revenue Decrease’ This miserable status keeps going!
¡With Telco CDN interconnection, we can make ‘Revenue Sharing and Traffic saving’ from
dumb pipe interconnection’.
CP kt Telco CDN
NTT
CT
IXIX
IXIX
IXIXTelco CDN Interconnection
Content exchange($$$)
Low Cost/ QoS guarantee
Low Cost/ QoS guarantee
Economy of Scale
Economy of Scale
Revenue SharingRevenue Sharing
($)
($)
Why Telco CDN interconnection ?
19
o Low Cost & High Quality Content Delivery with Telco CDN PoC
o Actively participating in CDNi Pilot Phase2(Dec ’11~Jun ‘12), Phase3(Dec ’12~)
KT Telco CDN PoC and Global Telco interconnection status
Smart Pipe: $$
Phase1 Feb ‘11 –Oct ’11
BT, KDDI, Orange, SFR, Telecom Italia
Phase2 Dec ‘11 –Jun ’12
KT, SFR, Telecom Italia, Swisscom, Telstra, Bytel, BICS
Phase3 Dec ‘12 – planned
20
CiscoCDS-IS
Global Telco CDN interconnection use case
o BT is providing Telco CDN Wholesale service(WCC: Wholesale Content Connect)
for some Operators in UK.
o What is BT WCC Service ?
¡BT’s own cache in BT network Edge for Inter ISP content delivery
¡QoS guarantee between end-user point and cache server point, by using of network QoS.
User1
CP1(Origin)
ISP1’s Backbone
BT IP/MPLSBackbone
CiscoCDS-IS
Internet(IX/Transit)
CachingCaching
§ Better quality of CD service from ‘BT CD platform and QoS guaranteed network’§ Each ISPs can reduce video traffic increase in their BB and provide better quality of CD service for customers.
§ Better quality of CD service from ‘BT CD platform and QoS guaranteed network’§ Each ISPs can reduce video traffic increase in their BB and provide better quality of CD service for customers.
User2
CP2(Origin) .
.
21
Global Telco CDNi use case (Vendor compatibility)
o Telco CDN interconnection between FT-Orange and Poland PT with different
vendors
¡FT-Orange is using Cisco’s CDS solution for Telco CDN Service
¡PT(TPSA) is using Coblitz’s CDN solution for Telco CDN Service
o Successful trial case of Telco CDN interconnection by using of different Vendors
¡No special issues even in different vendors for Telco CDN interconnection
OriginServer
FT CDN(CDS-IS)
CDS-ISCache
PT CDN(Coblitz)
CoblitzCache
CP
22
o Conflict between Level3(CDN provider) and Comcast
¡Level3 is making originally ‘free peering contract’ with Comcast for the Global CDN
service and CDN traffic transmission.
¡After Netflix was changing their CDN provider from Akamai to Level3, Level3 CDN traffic
is making explosive increase. It is making Big burden and Big Load to Comcast
¡So, Comcast is asking another Payment for that Traffic increase to Level3. But Level3
claim that they can’t pay from the FCC’s Open Internet Rule. è This is making Another
type of Big issue of Network neutrality.
¡Charging issue of Content Delivery Inter ISPs è Time critical issue !
Global Telco CDNi issue [Another Network Neutrality]
Transit Division
CDN Division Free Peering
Transit
Paid Peering25% in US total traffic Vol.
Huge traffic injection with Free peering
23
Legacy CDN vs. Telco CDN
l No QoS (need network QoS)
l Inefficient static caching
(Prepositioning)
l Global load balancing &
Synchronization
l Traffic Monetization from Telco
CDN Alliance
l Need to define ‘standard &
open interface’ for CDN
interconnection
Overlay content routing based
on Network Proximity
Intelligent dynamic caching
Cooperative content delivery
from caching nodes
KT Telco CDN
24
Closing Comment