Video Encoding in the Cloud A Key Strategy for 2011

1

Video Encoding in the Cloud:A Key Strategy for 2011

January 20, 2011

2

Your Panel Today

Presenting:

Mike Flathers, CTO, Sorenson Media Kirk Punches, Vice President of Business Development, Sorenson

Media. @KirkPunches Uri Budnik, Director, ISV Partner Program, RightScale @UriBudnik Bhavik Vyas, Director of Technology Sales and Partnerships, Aspera

Q&A Line:

Ryan McGinnis and Daniel Howard, Account Manager, RightScale Coby Rich, Marketing Manager, Sorenson Media

Please use the questions window to ask questions any time!

3

Agenda

Trending stories

Strategy discussion on when to use public cloud encoding, on-premise encoding or a hybrid of both

Overview of cloud-based encoding servers scaling capabilities

Live demo

Summary & conclusions

Please use the questions window to ask questions any time!

4

Trending Stories

More devices, more renditions, more delivery options

More formats, more decisions

Encoding needs accelerating, not declining

5

Encoding is Hard Fundamental Video Compression Value Proposition:

• Highest Available Quality for Relative Bitrate• Always demand the most “Bang for your bit”

User Experience Matters• 50” TV screen experience 3.5” iPhone screen experience• Adaptive Bitrate = Solving for User-Experience Failure (Buffering…)• Variable conditions mean forethought required – 1 size does NOT fit

all!

6

Industry Directions and Strategies

Video encoding is at the heart of video distribution. It is absolutely mission critical. But it is hard, hard, hard to do right. The right cloud solution can take that pain away by offering significant cost savings, scalability, enhanced performance and higher video quality, flexibility and choice….

7

No ability to encode files!!

New Video Encoding ProblemInfrastructureCost $

time

LargeCapital

Expenditure

OpportunityCost

PredictedDemand

TraditionalHardware

ActualDemand

8

Solution: Managed CloudInfrastructureCost $

time

On DemandProvisioning

PredictedDemand

ActualDemand

AutomatedScaling

9

Expanding from Web 2.0 to ‘Enterprise’

From to

Web 2.0, entertainment, software, media, mobile, biopharma, health care, financial services, education

Ideal use cases:• Scaling websites• Social game• Dev & test• Disaster recovery• Application delivery• Video encoding

Who’s using cloud computing?

10

RightScale Real Customers, Real Deployments, Real Benefits

• Managed Cloud Deployments for 4 Years• More than 30,000 users; launched almost 2,000,000 servers• On-Demand with a range of customer service offerings

11

Sorenson Media Decade-plus legacy of innovating and “mainstreaming” Internet video

(enabled video playback in Apple QuickTime, Macromedia Flash, YouTube)

Internationally recognized, trusted and award-winning brand

Portfolio of best-in-class differentiated technology & encoding solutions

Global partners include Google, Apple, Adobe, Amazon, Shutterfly, Avid, YouTube, Qualcomm, Samsung, Lenovo, LG, Verizon

“Every time you see a video online, you probably have Sorenson Media to thank”

- Jefferson Graham, USA Today

12

Aspera, Inc Patented next-generation big/bulk data transport protocol

• Replaces FTP, HTTP, SCP, RSYNC, CIFS, NFS• Mitigates the effects of WAN latency & packet loss

1100+ active customers worldwide Over 6000 server & endpoint licenses deployed A mission-critical component in global business data

workflows

13

Strategy DiscussionTypes of Implementations:• Cloud-Only Encoding• Hybrid Encoding (On Premise & Cloud)• Hybrid Cloud (Private & Public Cloud)

Advantages of Cloud Encoding:• Reduced CAPEX/OPEX• Scalability/Elasticity• Performance • Flexibility• Fast Deployment• “Future-Proof”

14

Cloud Encoding Basics: Ingest to Publishing

15

Database(s)

AsperaServer(s)

Squeeze Server(s)

Solution Pack Deployment (RightScale)

One-Click Deploy

Cloud Provider (AWS)

Job Queue

Squeeze Servers (1..n)

…LocalStorage

Aspera Server(s)

FTPAmazon S3

URIAkamai / LLNW / CDN

Sorenson 360…

FASP

FTPHTTP

Publishing Destination(s)

Solutions Pack API’s

Squeeze Solution Pack Architecture

16

Live Demo

17

Summary and Conclusions More devices, more renditions, and more delivery options =

more formats, more decisions Encoding needs are accelerating, not declining Variable conditions mean forethought required – 1 size does

NOT fit all!

Encoding in the cloud provides:

On-demand services that are scalable, can adapt quickly to support new devices and formats (future proof), and eliminates the need to invest in hardware, software and resources to support the evolving, growing, spiky nature of encoding.

18

Q&A and Getting Started

Have a project, ready to get started?

• Contact us: [email protected] or (866) 720-0208

Need to learn more?

• Squeeze Solution:

http://www.sorensonmedia.com/squeeze-solution-pack

• Cloud Webinar archive: www.RightScale.com/webinars

• CloudWhite papers: www.RightScale.com/whitepapers

19

Thank You!

20

Appendix

21

Aspera fasp: Bulk-Data Transport TCP Performance Superiority• 100% B/W Utilization

• Any size, any network, and distance

• Real-Time & Policy based b/w control

• Full utilization of commodity internet

• Highly Efficient – Low Overhead

• Full b/w use regardless of packet loss

• Precise and predictable transfer times

• Congestion control (LAN, WAN, Disk)

• 100 % Security, Integrity & Reliability

• AES128 encryption in transit

• Secure user authentication

• Cross OS file ACL preservation

22

Aspera’s Bandwidth ROI

FTP Across US US – EU US – ASIA Satellite

1 GB 1 – 2 hrs 2 – 4 hrs 4 – 20 hrs 8 – 20 hrs

10 GB 15 – 20 hrs 20 – 40 hrs Impractical Impractical

100 GB Impractical Impractical Impractical Impractical

fasp™ 2 Mbps 10 Mbps 45 Mbps 100 Mbps 200 Mbps 1 Gbps

1 GB 70 min. 14 min. 3.2 min. 1.4 min. 42 sec. 8.4 sec.

10 GB 11.7 hrs 140 min. 32 min. 14 min. 7 min. 1.4 min.

100 GB 23.3 hrs 5.3 hrs 2.3 hrs 1.2 hrs 14 min.

FTP: Limited by Distance & Packet Loss, Not B/W

Aspera: Scales Linearly with Bandwidth

Distance & Packet Loss Independent