Netmanias.2013.09.04.Content Networking Trends 2013 PDF

Presentation for Samsung
Content Networking Trends

– OTT, Global CDN and Operator
2013.09.04
Jangwoo Son, CEO
Netmanias / NMC Consulting Group
www.netmanias.com/www.nmcgroups.com
son@netmanias.com
02-3444-5747 / 010 -3460-5747
Table of Contents
 Introduction
 Trend Analysis
1. The First Video Services by Operators: Walled-Garden IPTV Service Concept Case Study Technology Comment
2. The Emergence and Success of OTTs: OTT Internet Video Services Concept Case Study Technology Comment
3. Countermeasure by Operators: Wholesale On-Net CDN Concept Case Study Technology Comment
4. Countermeasure by Operators: Walled-Garden N-Screen Service Concept Case Study Technology Comment
5. Countermeasure by Operators: Transparent Internet Caching (TIC) Concept Case Study Technology Comment
6. Countermeasure by Operators: Mobile Video Optimization (MVO) Concept Case Study Technology Comment
7. Global CDN Providers: Akamai, Limelight Concept Case Study Technology Comment
8. Strategy by Global CDN Providers: Licensed/Managed CDN Service Concept Case Study Technology Comment
9. Strategy by Global CDN Providers: Mobile Cloud Accelerator Concept Case Study Technology Comment
10. Strategy by OTTs (YouTube): Google Global Cache (GGC) Concept Case Study Technology Comment
11. Strategy by OTTs (Netflix): Netflix Cache Concept Case Study Technology Comment
12. Strategy by TIC Vendors: Monetize Concept Case Study Technology Comment
 Summary
Page 2 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Device Operator Network Service PP/CP Device Operator Network Global OTT Device Operator Network OTT
IP STB Portal Any Any
TV Stations/ ON-Net Wholesale CDN
provided by
Operator IPTV CDN Filmmakers
Internet CDN Service
Portal
Internet Service
operator Device Device Request Portal
Router
TV Streaming (RTSP) Contents Streaming (HTTP)
Distribution Edge Cache
STB Origin OTT
HTTP Streaming (without IP QoS) OTT Reverse Proxy Origin
Encoding CP CMS BOX BOX
Publishing Origin Encoding
TV Publishing
STB Encoding
Publishing
IP Backbone IP Backbone IP Backbone

BBC
IP Edge IP Edge IP Edge
HBO
IP Backhaul IP Backhaul IP Backhaul
Starz
Access Access Access
IP QoS IP QoS
Device Operator Network ON-Net PP/CP Device Operator Network Global OTT Device Operator Network Global OTT
Any Wholesale CDN Any Any Mobile Video Optimization
Internet Service Internet CDN Internet TCP Proxy | Video Pacing CDN
Device Portal Device Streaming (HTTP) Device Transrating | Transcoding
Transparent Caching Dynamic BW Shaping | Caching
Request
Router TIC MVO
Streaming (HTTP) Edge Cache ftp,... Streaming (HTTP)
OTT OTT TIC OTT MVO
Origin CP CMS BOX
BOX BOX
Encoding
Publishing TIC MVO
Service Service
Portal Portal
IP Edge IP Edge
IP Backbone PGW Peering Point Origin PGW Peering Point Origin
Access Access
IP Edge
IP Backhaul Encoding Encoding
Publishing Publishing
Access
IP QoS
Operator A Operator A Akamai Global CDN Akamai Operator A

Operator On-Net CDN OTT Akamai Edge Server customers Qwilt TIC Server OTT
Caching (OTT/CSP)
Akamai Global CDN Akamai Application Acceleration Limelight Global CDN Limelight
Smart Pipe
customers (Dedicated Bearer) customers
OTT BOX OTT BOX
Service Service
Portal Default Bearer Portal
IP Backbone IP Backbone
IP Edge IP Edge
Origin P-GW Origin
Encoding Encoding
Publishing Publishing
Operator B Operator A Operator B
Operator On-Net CDN Qwilt TIC Server
Akamai Edge Server
Smart Pipe
(Dedicated Bearer)
OTT BOX OTT BOX
Apple iTunes
Default Bearer Apple iTunes IP Backbone
IP Backbone Louis Vuitton
P-GW
...
IP Edge
E-Trading IP Edge
...

1. The First Video
Services by Operators
Walled-Garden IPTV
Service
Operator IPTV Service
Launching TPS (IPTV) Service to Increase ARPU (in the mid to late 2000s)
Device Operator Network PP/CP

Content service fee
통신사업자
통신사업자 망 Service
IP STB Portal TVStations
TV 방송국/ /
제공 IP STB
provided by
Operator IPTV CDN 영화사
Filmmakers
operator
TV
Streaming (RTSP) Contents
User Operator STB
(Operator
CDN CP/PP Encoding
subscriber) Publishing CP CMS
TV
STB
IP Backbone
IP Edge
IP Backhaul
Access
Broadband
광대역화 &
&IPIPQoS
QoS
Content Delivery Architecture Purpose (Operators)

• Video service (Live TV, VoD, Time-Shift TV, nPVR, Relay TV) providers: Operators
• To secure additional revenue streams (IPTV)
• Video contents purchaser (TV program, movie) and publisher (transcoding, DRM, etc.),
and service portal operator: Operator by utilizing the broadband access network –
ARPU growth
• Delivery network: Operator’s walled-garden IPTV CDN and operator’s IP network (IP QoS)
• Delivery technology: RTSP/RTP/UDP/MPEG2-TS/MPEG2,H.264 • To attract high-speed Internet subscribers
by using the IPTV service as bait
• Device: IP STB (provided by operators)
• Video service users: Operator subscribers • To compete with other operators

Case Study: Video Delivery Architecture of KT IPTV
Select a Movie (http://rp1.kyipmedia.co.kr:8080/vod/…..) Key Technologies

Request Router IP Address (Filename=M34E3N6CSGL0800008.mpg,
Request Router IP = 125.154.33.5)
RTSP Describe (Filename) to 125.154.33.5
Request Router
VoD Portal
 RTSP Streaming
RTSP 200 OK (Streaming Server IP Address = 125.154.33.49) 125.159.2.11
125.154.33.5
• Location-Based/Coverage
Zone Routing (Subscriber &
RTSP Play (rtsp://125.154.33.49/filename) Network Aware)
STB OLT • Load-based Routing
• Content-Aware Routing
RTSP Streaming N-SW MS
VoD Servers
14.65.50.148
125.154.33.49
STB
Zone 1 Suwon
L3 SW PE
 IP QoS
Namsuwon
STB
Suwon
 Broadband Access
 Request Routing
Hyehwa
- Proximity
Moran - Racing
CP
 Live Encoding
...
...
VoDOrigin Server
VoD
Busan
Yeouido ((Ingest/Packaging/
/ /
Distribution)
)  DRM/CAS
 Edge Server Reliability
...
PP
Guro Static Pre-Positioning
(
(App. Level Multicast)
. Receiving Terrestrial  Cache Efficiency
STB VoD Servers Broadcasting and PP CHs
 Channel Zapping time
Guro . Channel Encoding and
Transmission
 Ad Insertion
Guro
Zone 31 STB
Mokdong Billing, Authentication,
L3 SW PE
Customer/Device Management
STB
IPTV Subscriber
IPTV (300 ) (400->200)
CO (31)
Premium Node Main Relay Node (2)
(14) Center Node IPTV
IPTV Headend(1)
(300 million) (400  200) (31) (14) (2) (1)

2. The Emergence and
Success of OTTs
OTT Internet Video

Services
The Emergence of Internet Video Service Operators (OTTs)
(in the late 2000s)
OTT Internet Video Services (YouTube, Netflix)
Operator Google
OTT
IP Network Global CDN Device Operator Network Global OTT
Any
User Internet CDN Service
Portal
(Operator Device
subscriber)
HTTP Streaming (without IP QoS)

OTT
BOX
Origin
Content service fee Encoding

Publishing
IP Backbone
Operator
Global CDN OTT
IP Edge
IP Network
IP Backhaul
User
Akamai/
(Operator Access
Limelight
subscriber)
CDN fee
Content Delivery Architecture (YouTube) Content Delivery Architecture (Netflix)

• Content: UCC, premium contents • Content: Purchased from CP by OTT
• Delivery network • Delivery network
- Google’s Global CDN - Pure-play CDN service (Akamai, Level3)
- Operator’s IP network (free riding) - Operator’s IP network (free riding)
• Delivery technology: HTTP progressive download (PDL) • Delivery technology: HTTP adaptive streaming (HSS)
• Device: Any Internet device • Device: Any Internet device

Case Study: YouTube (over Google CDNs)
YouTube Portal
OTT (YouTube)
Origin Server
Google Data Center

Google Data Center
Google Global CDN Google’s own CDN backbone network
Google Data Center

High-volume duplicate
IX/Transit downloads of the same file:
Transit/Backbone/
Backhaul Network Cost
Peering Router
Peering Router Peering Router
IP Backbone
Operator IP Network
IP Edge
IP Backhaul
Access
Poor QoE
STB · No IP QoS
· Long Distance
STB
(RTT ~ 200msec)

Case Study: Netflix over Akamai CDNs
Netflix
Portal
OTT (Netflix)
Origin Server
Akamai Parent Cache
Akamai Global CDN

IX/Transit Akamai Edge Cache
HTTP Adaptive
Operator IDC Streaming
Operator IP Network
STB
STB

Netflix Eco-System
Contents
Content Encoding & Packaging = Amazon Cloud Service

Netflix = Content Aggregator Transcoding (VC1)/Transrating
2.75Mbps
1.52Mbps
Platform 350Kbps
Fragmented MP4
Global CDN
(Akamai, Limelight, Level3) Content Distribution: CDN Caching
Network
1. Global CDN
- Akamai
- Limelight
- Level 3
2. Netflix Cache Netflix Cache Content Delivery:
HTTP Adaptive
Streaming
Device
Bluray Player
200+ devices Game Roku Comcast (MSO, in US)
Console Verizon (IPTV, in US)

Netflix (OTT Streaming, in 51 nations)
Netflix(OTT Streaming, in US)
Subscribers: Smart TV PC iPad iPhone
30 M (Oct. 2012) Windows
Android Phone 7

Netflix Subscribers and Global Footprint (Nov. 2012) Nov. 2012
Netflix streaming paid subscribers totaled over 30 million after four years of services
Paid Subscribers [K]

30,000 Comcast (MSO,
 Netflix’s Paid Subscribers Growth
Comcast (MSO,in US)
미국내)
25,000 Verizon (IPTV,
Verizon (IPTV,in US)
미국내)
Netflix (OTT
Netflix (OTT Streaming,
Streaming,in51개국)
51 nations) • Oct. 25, 2012: Netflix’s streaming paid subscribers
20,000
Netflix(OTT totaled over 30 million
Netflix (OTTStreaming,
Streaming,in US)
미국내)
15,000
• Q3 2012 (Sep. 30): OTT Video Streaming Service
10,000 - Total paid subscribers: 29,892,000
- US paid subscribers : 26,203,000
5,000
- Non-US paid subscribers : 3,689,000
-
4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 Source: 각사 IR 자료
IR materials • Q2 2011: Netflix overtakes Comcast (No. 1 MSO in
US) in paid US subscribers
- Comcast paid subscribers (Q2 2011): 22,525,000
Oct. 2012
(Sweden, Denmark - Netflix paid subscribers (Q2 2011): 23,263,000
Norway, Finland)
• 2008: Launched paid video streaming service in US
2010
(Canada)  Netflix OTT Service Expansion
2008년 Jan. 2012
2008
(US) (미국) (UK, Ireland) • Available in 51 nations as of Oct. 28, 2012
Year Footprint
Sep. 2011 Oct. 2012 Denmark, Finland, Norway and
(43 nations in Latin Am) Sweden
Jan. 2012 UK, Ireland
Sep. 2011 43 Latin American nations
2010 Canada
2008 US
Source: www.netflix.com
Page 12
www.netmanias.com NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)
Netmanias ONE-SHOT
Internet Video Trends
1. In US, Netflix and YouTube account for 2. A Korean operator, T said 3. Another Korean company, K said
48% (33% and 15% respectively) of the YouTube accounts for 36% of its video contents account for 53% of
total Internet traffic (downstream, fixed total international line traffic. its total 3G mobile traffic (2012).
access)!!! (reported by Sandvine, 2013)
Others,
20.4
Foreign portals, 3.5
Adult content, 5.8
Google YouTube
User
(Operator
Subscriber)
Akamai/
Netflix
Limelight
Operator
Global CDN OTT
IP Network

Challenges Faced by Network Operators
Increasing OTT subscribers and traffic
In US, Netflix and YouTube Among the total global Impact of OTTs' emergence and
account for 43% (32% and mobile Internet traffic, success on network operators:
11% respectively) of the 39% was video
total Internet traffic
1) surge in non-profitable traffic
streaming, and 22% was
(downstream, fixed access) YouTube (in 2011)
2) decline in their own video
(in 2011) service sales
Video Subscribers 1Q09 - 2Q11 [K]

Operator Network 25,000
23,000
Walled-Garden IPTV CDN
Cord-Cutting/Shaving TV stations 21,000 Comcast
/Filmmakers
TV
EPG 19,000
17,000
TWC
15,000 DISH
STB CP CMS 13,000

Netflix
11,000
9,000
Wi-Fi Traffic of Fee-based 1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11
DSL/FTTH OTT Providers

$ $ $ $ Access/Backhaul cost More incoming OTT (Pure-Play
ER Backbone/Transit cost
Backhaul CDN) traffic from outside of the
3G/4G ER Backbone OTT Mainly operators’ network
BR
Portal/Origin OTT Traffic Issues with high-volume duplicate
downloads of the same file
$ $ $ $
Traffic of Free Operators desperate to find ways
3G/4G OTT Providers to reduce costs and create new
Backhaul Backbone revenue streams
Access cost cost cost Transit cost No revenue stream
cost
3. Countermeasure by
Operators
Wholesale On-Net CDN

Wholesale On-Net CDN (for Fee-based OTT)
Win-Win-Lose Strategy (Operators and OTTs competing with global CDNs)
OTT Internet Video Service

Content service fee
Device Operator Network OTT
Any
Internet
ON-Net Wholesale CDN Service
Operator Global Device Request Portal
OTT Router
IP Network CDN
User Streaming (HTTP) Edge Cache

Akamai/
(Operator CP/PP
subscriber)
Limelight OTT Reverse Proxy Origin
BOX
Encoding
CDN fee
Publishing
Why not do this!
(Operator Wholesale On-Net CDN)
Content service fee IP Backbone BBC

IP Edge HBO
OTT
IP Backhaul Starz
User Operator Access
(Operator
CDN
CP/PP
subscriber) IP QoS
CDN fee

• Internet Video Service Provider: OTT [CA (Netflix/Hulu), filmmakers (HBOGO/Starz),
broadcasters (BBC/MBC)] • To create new revenue streams (B2B) by
• Video contents purchaser and publisher (transcoding, packaging, etc.), and service portal offering wholesale On-Net Internet video
operator: OTT CDNs to OTTs
• Delivery network: Operator’s On-Net Internet video CDN, operator’s IP network (IP QoS)
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming, RTMP/RDS
• Device: Any Internet device

Case Study: BT and BBC (Before)
STB
RG
Akamai
Edge Server
..
STB .
RG
ISP IDC
..
.
STB
RG
..
.
STB
RG
..
.
STB
RG
Akamai
..
..
.
STB
.
RG Edge Server
..
.
STB
RG
ISPs
..
Other ISPs in UK
.
STB
RG
IXP (LINX) BBC

MSAN Node
(1,100) Metro Node
Origin
STB
RG
(106)
Akamai Server
Outer Core Node
...
STB
RG
(12/20) Edge Server
...
BT IDC
STB
RG
When BBC used Akamai’s CDN service:
- BBC users suffered poor QoE (best-effort delivery in BT network,
...
STB
RG No IP QoS)
...
STB
- BT suffered higher backbone costs
RG
...
...
STB
RG
Inner Core
...
STB Node (8)

RG
BT
...
STB
RG

Case Study: BT and BBC (After)
STB
RG
Akamai
Edge Server
..
.
STB
RG
ISP IDC
..
.
STB
RG
..
.
STB
RG
..
STB .
RG .. Akamai
..
.
.
STB
RG Edge Server
..
.
STB
RG
Other ISPs inISPs

UK
..
.
STB
RG
IXP (LINX) BBC

MSAN Node Metro Node Outer Core Node
(1,100) (106) (12/20) Origin
STB
Edge Server
RG
(CDN-IS) Content Acquirer
Server
...
STB
RG (CDN-CA)
BRAS
...
STB
BT IDC BT built its wholesale CDN to prevent backbone
RG
overload caused by Internet video traffic and create
...
STB new revenue streams (B2B)

RG
...
STB
RG
...
...
STB
RG
Inner Core
...
STB Node (8)

RG
BT Wholesale CDN (WCC)

...
STB
RG
BT
Problems of Operators’ Wholesale CDNs
Multiple contracts with
CSP/OTT Portal
CSP/OTT operators and time
CSP/OTT Origin
Server consuming technical
Integration
>> Such a hassle!!
IX/Transit
Content
Acquirer
Operator IP Network
CDN Edge
Server
IP Edge IP Edge
IP Edge
STB
STB
Excellent QoE
· IP QoS (DiffServ)
· Short Distance (RTT < 10msec)
BT Verizon Comcast
CDN Interconnection (CDNi)
Content Flow
Money Flow
Content service fee
Operator B CDN fee

CDN (UK)
Operator A Operator C
User CDN (US)
CDNi CDN (Asia) OTT
Operator D
CDN (S-
America)
Hey OTT !
1) See? Our footprint is almost as global as others!
2) Only one contract with our leader!

Operators
Walled-Garden
N-Screen Service
Walled-Garden N-Screen Service (TV Everywhere)
Operators vs. OTT
OTT Internet Video Service

Device Operator Network PP/CP
Content service fee Any ON-Net Wholesale CDN
Internet Service
OTT Portal
Global Device
Operator Request
IP Network CDN
Router
User Streaming (HTTP) Edge Cache ftp,...
Akamai/
(Operator CP/PP OTT
Limelight Origin CP CMS
subscriber) BOX
Encoding
Publishing
CDN fee
Operator Internet Video Service (Walled-Garden N-Screen)

Content service fee
IP Backbone
IP Edge
IP Backhaul
Access
User
Operator
(Operator CDN CP/PP IP QoS
subscriber)

• Internet video service provider: Operator
• To prevent subscriber churn (Cord-Cutting
• Video content purchaser and publisher (transcoding, packaging, etc.), service portal
operator: Operator /Shaving)
• Delivery network: Operator’s On-Net Internet video CDN and operator’s IP network • To create additional revenue streams (B2C)
(IP QoS)
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming, RTSP/RTMP
• Device: Any Internet device (Operator subscriber)
Case Study: Comcast Streampix (launched on Feb. 21, 2012)
Content Delivery Architecture / Business Model
• Internet video service provider: Comcast • Free to selective package plans ($$/m or above) subscribers
• Video content purchaser and publisher (transcoding, packaging, etc.), service (e.g. Xfinity Triple Play, Xfinity Double Play)
portal operator: Comcast • Available at $4.99/m to other plans subscribers
• Delivery network: Comcast’s On-Net Internet video CDN and Comcast’s IP • Not available to other operators’ subscribers
network. • Not available to Internet-only subscribers
• Delivery technology: HTTP Adaptive Streaming (HSS) • Only available to Comcast TV subscribers
• Device: PC, iPad, iPhone (2012/02/23)
XfinityTV.com
Xfinity TV App
75,000
TV Shows & Movies
Microsoft HSS Microsoft IIS
Origin Server CP
iPad Pre-fetch
HTTP AS Publishing (Upload) CMS
iPhone - Transcoding
- DRM
- Packaging
Cisco CDS
PC NBC
ABC
Disney
DSL/FTTH ER
Sony Pictures
Web Browser ER Transcoding/Packaging: Warner Bros.
WiFi
(Silverlight) BR Elemental Public
3G/4G ER Internet
To be available on Operator Network
Xbox360 and Android

The Operators Strike Back to Prevent Cord-cutting/Shaving and to Beat Netflix
Internet video service provider: Internet video service provider:

Netflix Comcast
CP CP
Netflix Netflix
Comcast Streampix Comcast

Cable TV Cable TV
• One Stop Shopping
• Content quantity and quality
• Screen quality (video quality)
• Bundling
Streampix Streampix
Live/VoD Live/VoD Streampix
Xfinity Triple Play: $120/mo Netflix: $8/mo Xfinity Triple Play: $120/mo Xfinity Streampix: FREE
(HD Preferred XF Package) (HD Preferred XF Package) 75,000
• TV 160 CHs • TV 160 CHs TV Shows & Movies
• Internet 20 Mbps • Internet 20 Mbps
• Unlimited Nationwide Calling • Unlimited Nationwide Calling

Operators
Transparent Internet
Caching (TIC)
Operator Transparent Internet Caching (TIC)
Less OTT Traffic in Operators’ Network (Save Money)
Global CDN OTT
Google YouTube
User Operator
(Operator IP Network
subscriber)
Akamai/
Netflix
Limelight
Why not do this!

(Transparent Cache Vendor)
Global CDN OTT
Google YouTube
TIC Server
User
(Operator
subscriber)
Operator Akamai/
Netflix
IP Network Limelight

• Internet video service provider: OTT (Unknown OTT, YouTube) • To reduce transit costs by caching unknown
• Video content acquirer and publisher (transcoding, packaging, etc.), service portal OTT traffic within operators’ network when the
operator: OTT traffic cannot be handled using wholesale CDNs
• Delivery network: Operator’s On-Net TIC and Operator's IP network (No IP QoS) • To reduce backbone/backhaul extension costs
• Caching objects: HTTP PDL file, HTTP Adaptive Streaming file • To enhance user QoE (faster download)
• Device: Any Internet device
• No contract relationship between operators and OTTs (CDN or Content)
Why TIC (Transparent Internet Caching)?
Increasing network extension costs arising from non-profitable • Operators suffering from high network costs due to duplicate downloads
매출과 무관한
surging OTT OTT Traffic의 폭증으로 인한 네트워크 증설 비용 증가
traffic of contents
• Users experiencing poor QoE
OLT Google’s
구글 자체
own
데이터센터
data center
BRAS
YouTube
(UCC)
GGSN
/SAE
IP Backbone Transit/IX
IP
Access NB/eNB
Backhaul IP Edge Google Global CDN
통신사업자TIC
Operator TIC
TIC
OLT
BRAS
YouTube
(UCC)
GGSN
/SAE
IP
Access NB/eNB
TIC
OLT
BRAS
YouTube
(UCC)
GGSN
/SAE
IP
Access NB/eNB

Different Types of Transparent Caching
Global CDN OTT TIC Key Technologies

Operator
IP Network  Content identification
User
Google YouTube
(Operator  Validity/Freshness check
subscriber) TIC Server
PC  Prevention of duplicate
SmartPhone
SmartPad caching
Game Console
STB Akamai/  Support of partial caching
Netflix
SmartTV Limelight
 Support of resume
 Support of jump
Different Types of Transparent Caching  ABR handling performance
 ABR caching efficiency
1. Content identification  Provisioning for new OTTs
Object-based URI-based  Faster response to changes in

(Content ID = the hash value of a (Parameters that can uniquely OTT streaming logic
part of the HTTP response identify contents are extracted
header + the first part (≈10 KB) from URI and used as content  Transparency
of the content) identifiers)
 Small form factor
In-Line PeerApp Juniper, Alcatel  Network configuration (In-line
2. (PBR, DPI) BTI Bluecoat
Network vs. out-of-band)
configura Qwilt (Optical Tap, Port Mirroring)
tion Out-of-Band  Resiliency
Alcatel (Optical Tap, Port
(Tapping)
Mirroring, 80 Port Mirroring)

Object-based
Cache_IN1, Cache_IN2 Cache Hit and Cache Out
Cache_IN1 Cache_OUT
The First User TIC The Third User TIC
Video File Video File
 Hash: 7435d9f0b1be5dc9
TCP Session Setup  Cached Content
GET TCP Session Setup

Cache_IN1
200 OK + 1. Hash Creation 200 OK + GET
2. Hash Miss Cache_OUT Validity Check
Hashing Had it cached before!
New content ! Hash Store Unchanged original 1. Hash Creation 200 OK +
No caching, but content ! 2. Hash Hit
keep the ID (hash 3. Cache Hit Hashing
Deliver the cached
value) content to users Cache Out about 10 packets
Hash Value
= hash(HTTP Res. Header, first part of the content) Cached Content
= 7435d9f0b1be5dc9 TCP Session Termination
200 OK +
(Terminate transmission from YouTube
TCP Session Termination server)
TCP Session Termination
Cache_IN2
The Second User
TCP Session Setup
 All requests are delivered to the origin server whether the
GET video file is locally cached or not
Cache_IN2  The hash value of the HTTP response header and the first
200 OK + 1. Hash Creation 200 OK + part of the content are used as a content identifier (for
2. Hash Hit
Seen it before!! 3. Cache Miss Hashing prevention of duplicate caching)
Download all the Cache Fill
bytes set as the
content-length and  URLs are not used as a hash factor (Unlike proxy
then cache!!  Hash: 7435d9f0b1be5dc9 cache/caching, contents are identifiable regardless of the
 Cached Content
URL encoding method of OTT/CSP)
TCP Session Termination

URI-based
1 Content ID (CID) Creation 2

Content DB Check: Cache Miss Video File Caching
Video Request
(HTTP GET) Video File Delivery
Optical
User A Tap User A
Content ID (CID) Creation

3 4
Content DB Check: Cache Hit
302 Redirect
Video Request TCP FIN (YouTube)
(HTTP GET)
User B User B
5 6
Video Request Video File Delivery

(HTTP GET)
TCP FIN
User B User B

Caching Logic of an Object-based TIC Server (Cache Hit & Cache Out)
OTT
3 7 TCP FIN
2. HTTP GET 200 OK File 4
Router (PBR)
80 port
200 OK File 4
5 Hash Hit Hash Value List

4 Hashing 3794c66660940c51 5f1987696239d87f File 1
{HTTP header, Hash Value 17435b0c2f45f52d File 2
Beginning of 2a0c38892909ccbd File 3
video file} 3794c66660940c51 File 4
77d3d201c0f7391e File 5
Delivery 6 Cache Hit
(Cache Out)
8 Cache Engine Storage

200 OK File 4
80 port
Router (PBR)
1. HTTP GET

Caching Logic of a URI-based TIC Server: Cache Hit and Redirect to TIC
Server
3 HTTP Request
http://r5---sn-i3b76n7e.c.youtube.com/
videoplayback?sver=3&expire=1362565161&itag=22&id=f5b664a7bab5f5fd&upn=8Rxi5Hp5SAY&cp=U0
hVR1VRU19LS0NONV9NS1dCOjZyNWVDVll6cG1o&sparams=cp,gcr,id,ip,ipbits,itag,ratebypass,source,upn,expir
e&mt=1362541753&ms=au&gcr=kr&fexp=901470,920704,912806,902000,922403,922405,929901,913605,92
5006,906938,931202,908529,920201,930101,930603,906834,913570,901451&source=youtube&newshard=ye
s&ratebypass=yes&ipbits=8&mv=m&key=yt1&ip=118.131.192.220&title=PSY+-
+GANGNAM+STYLE+%28%EA%B0%95%EB%82%A8%EC%8A%A4%ED%83%80%EC%9D%BC%29+M%2FV&signat
ure=92287D03F5CB1B43FB9FCF94945816E6E1273F33.AF88318DBACEB5868E0479596F2EB8055ED0D6EC
TCP: ScrPort = 4550, DstPort = 80

IP: SrcIP = 210.1.1.2, DstIP = 173.194.51.10
173.194.51.10
4 Flow DB 5 CID Creation CID List

ScrPort = 4550 5f1987696239d87f File 1
Optical Tap 2 Hashing 17435b0c2f45f52d File 2
DstPort = 80
SrcIP = 210.1.1.2
{youtube.f5b664 2a0c38892909ccbd File 3
DstIP = 173.194.51.10 a7bab5f5fd.22} 3794c66660940c51 File 4
6 Any matching CID? 
Router 3794c66660940c51 Yes?  Redirect
220.1.1.1
Storage
Transparent Cache Server

1 HTTP Request 7 302 Redirect to 220.1.1.1/data/3794c66660940c51 + TCP FIN
210.1.1.2

Operators
Mobile Video Optimization

for Unknown OTTs
Mobile Video Optimization for Unknown OTTs
Less OTT Traffic in Operators’ Network (Save Money)
Google OTT
Operator
IP Network
Global CDN Device Operator Network Global OTT
Any Mobile Video Optimization
User
100MB 100MB
Internet TCP Proxy | Video Pacing CDN
(Operator Transrating | Transcoding
subscriber)
Device Dynamic BW Shaping | Caching
MVO
Streaming (HTTP)
OTT MVO
Why not do this! BOX
(Mobile Video Optimization Vendor) MVO
Service
Portal
Google OTT
Mobile Video Optimizer
Global CDN IP Edge
(Pacing) PGW Peering Point Origin
Access
User
100MB 100MB
(Operator Encoding
subscriber) Publishing
Operator
IP Network

• Internet video service provider: OTT
• To reduce transit/backbone/backhaul
• Video content purchaser and publisher (transcoding, packaging, etc.), service portal extension costs
operator: OTT
• To prevent bandwidth waste in radio links
• Delivery network: Global CDN and Operator's IP network
(unwatched video)
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming
• To enhance user QoE (buffering eliminated)

Video Delivery Method
1. Operator Walled-Garden IPTV/VOD Service
2. Internet Video (YouTube, Netflix, Hulu, etc.) OTTs using PDL

PDL: Mobile Video Optimization
Simple but problematic
The bit rates and encoding
Designed for wireline PC rates of video files delivered
environments, and thus using PDL in operators’
network and device network are modified so that
conditions are not considered the files can be delivered as in
ABR
OTTs using ABR

ABR: A protocol optimized for video delivery in the Internet
Checks the network congestion (response time) and device

conditions (CPU/RAM overload, screen resolution, screen mode
(background or full-screen)) to determine the video quality level
of the next chunk to request.

HTTP Adaptive Streaming
HTTP Adaptive Streaming

a generic web server can be used as a CDN edge server
HTTP: not
(notRTMP, RTSP
required (스트리밍
streaming 전용such
engine 프로토콜), CDN
as RTMP Edge
and Server가 일반 웹 서버이면 됨
RTSP)
TCP이므로 패킷 Loss시 재전송 받아오면 됨
The device
Adaptive: 네트워크 혼잡 requests
상황과 단말 chunks
상황에with적응하여
automatically
비트율 adjusted bit rates
(인코딩율)을 (encoding
계속 자동으로 rates) by
변경시켜
adapting to the network congestion and device conditions.
요청함
CDN
CDN서버
Server
저화질 파일/청크
Low quality file/chunk
중화질 파일/청크
Intermediate quality file/chunk
고화질 파일/청크
High quality file/chunk
Intelligence: Device
Intelligence: 단말
Streaming: 이용자가
No more 시청 도중is나가면
request made 단말에서는
for chunks더
if a이상
user청크 요청이
leaves 나가지
without 않는다 the entire
watching
(즉 이용자가
video 보는
(i.e. only 만큼만의
the 비디오
watched 분량만
chunks 단말에 다운로드됨)
are downloaded)
CDN
CDN서버
Server
저화질 파일/청크
Low quality file/chunk
중화질 파일/청크
Intermediate quality file/chunk
고화질 파일/청크
High quality file/chunk
Stop watching
시청중단

Netmanias ONE SHOT Gallery: Mobile Video Optimization for HTTP Progressive Download
HTTP Progressive Download HTTP Progressive Download with Mobile Video Optimization
If the available bandwidth (i.e. If the available bandwidth (i.e. HTTP PDL with video pacing HTTP PDL with dynamic bit rate
download speed) is greater than the download speed) is less than the adaptation
source encoding rate source encoding rate, or variable
Download Source Encoding Rate: 2Mbps Source Encoding Rate: 2Mbps Source Encoding Rate: 2Mbps Source Encoding Rate: 2Mbps
pattern Download Speed = Available BW Download Speed = Available BW Available BW (btwn a user device and
Shaping Rate = Encoding Rate = 2Mbps
MVO equipment)
according to Playback Rate: 2Mbps Playback Rate: 2Mbps Playback Rate: 2Mbps Trans-x-ed & Delivered Video Bitrate
the available
bandwidth
Client OTT Origin Client OTT Origin Client Web Server Client OTT Origin
HTTP GET (/…/avatar2Mbps.flv) HTTP GET (/…/avatar2Mbps.flv) HTTP GET (/…/avatar2Mbps.flv) HTTP GET (/…/avatar2Mbps.flv)
HTTP Response (OK) HTTP Response (OK) HTTP Response (OK) HTTP Response (OK)
Video Playback Duration: 10 Min.
240p
360p
480p
360p
HTTP Payload (avatar2Mbps.flv) HTTP Payload HTTP Payload
240p
(avatar2Mbps.flv) (avatar2Mbps.flv
,480p)
360p
HTTP Payload MVO (DBRA) equipment

(avatar2Mbps.flv)
MVO (Pacing) equipment
HTTP Payload
(avatar2Mbps.flv, 480p)
QoE
(Loading…) Loading…
Issues Bandwidth wasted (unwatched video QoE deterioration (Loading…) No BW wasted QoE enhancement (no Loading…)
downloaded)
Page 39
www.netmanias.com NMCNetmanias
Source: Consulting Group Proprietary
Report, Mobile and Confidential
Video (www.netmanias.com/www.nmcgroups.com)
Optimization for Mobile Operators, Jan. 2010.
What is Video Optimization?
Problems with YouTube’s Progressive Download handled by MVO (similar effect to HAS)
통신 사업자
Operator 망
Network OTT
10 10분
minutes
HTTP Adaptive
Streaming
1m
1분
HTTP Progressive
Download
TIC 100 MB, 10 min
100MB, 10분
480p, 1 Mbps
480p, 1Mbps
Transparent Caching
MVO
MVO (실시간
(real-time 최적화)
optimization)
Only
본watched
만큼만 전달 chunks delivered Download Rate (10 Mbps)
Video Pacing Packet Push Rate (1 Mbps) Charging
과금 이슈issues
해결 solved
No BW wasted
대역폭 낭비 해결
Resolution transcoded to best
suit the
단말 스크린device
사이즈에screen맞는
size
Online Transrating/ 해상도로 가공하여 전달 600 MB, 10
600MB, 10분min
Transcoding
Transcoding (1 Mbps) 720p,13Mbps
480p, Mbps Less
버퍼링 buffering
이슈 경감
Variable
Dynamic Bit Rate No buffering
Adaptation (DBRA) 버퍼링 이슈 해결
Bit rates adjusted to adapt to

망network
혼잡상황에 적응하여
congestion
비트율을 가변시킴
Changes in YouTube’s Streaming (2013)
1. Now Chunk-based HTTP Streaming Delivery in a Selected Resolution
BEFORE: Gangnam Style, 720p , 2012.0x.0x Progressive Download

Red Dot: HTTP GET
A file (88.8MB) • Downloading a whole file by a single

request
• The whole file downloaded in 40 seconds
• No automatic resolution change
• A single TCP session
40s
Video playback time: 4 minutes 12 seconds
AFTER: Gangnam Style, 720p , 2013.08.12 Streaming (Chunk-base) Blue Dot: HTTP GET (Video)
Red Dot: HTTP GET (Audio)
• Requesting next chunk constantly while
A video chunk (4.23MB) watching
• Each video chunk size: Fixed 4.25MB
An audio chunk (0.48MB) • Each audio chunk size: Fixed 0.48MB
• No automatic resolution change
• aA single TCP Session
• No additional request when the user
presses Pause or stops while watching
220s
Video playback time: 4 minutes 12 seconds

1. Now Chunk-based HTTP Streaming Delivery in a Selected Resolution
Before After
media file id itag Delivery media file id itag Delivery

Chunk-based HTTP Streaming
Single File HTTP Progressive Video File f5b664a7bab5f5fd 137
(Video Chunk size: 7.934MB)
1080p (Video & f5b664a7bab5f5fd 37 Download
Audio) (the whole file request) Audio File f5b664a7bab5f5fd 141
(Audio chunk Size: 0.479MB)
Single File Chunk-based HTTP Video File f5b664a7bab5f5fd 134
360p (Video & f5b664a7bab5f5fd 34 Streaming
Audio) (Chunk size: 1.78MB) Audio File f5b664a7bab5f5fd 140

2. Default: Auto Mode (Adaptive Streaming)
By default, the quality setting is on “Auto (360p)”. The initial bit rate (encoding rate) is 360p,
and then different rates are requested for the next chunk depending on network conditions. (bits/s)
720P
360P
720P & 1080P
itag clen range Quality
Red Dot 140 3418524 237568 Low Quality Audio

134 14537504 1167360 360P
Blue Dot 141 6861765 479232 High Quality Audio
136 53785636 4255744 720P
Green Dot 141 6861765 479232 High Quality Audio
136 53785636 4255744 720P
137 100773420 8171520 1080P

Why did YouTube switch?
1. Chunk-based Streaming 2. Adaptive Streaming
Before (Progressive Download) After (Chunk)
• User QoE enhancement
- Buffering eliminated (by
adjusting resolutions)
- No more inconvenient manual
Watching Watching adjustment of video quality

another another
video after video after (automatic adjustment)
40 sec 40 sec
Watching Watching
another another
video after video after
40 sec 40 sec
User PC YouTube Server User PC YouTube Server
Internet or operator’s Internet or operator’s Small ($)

network BIG ($$$) network
High network costs Low network costs
(Not too bad)
(Too bad)

Why MVO?
• , the world No. 1 fee-based OTT, adopted HTTP

Adaptive Streaming from day 1
• , the world No. 1 free OTT, used HTTP

Progressive Download
– Suffered various issues (e.g. radio bandwidth waste and
billing issues in a non-congested network, and buffering
and QoE deterioration in a congested network)
HTTP
– Introduced MVO technology/equipment
Adaptive
– In 2013, YouTube switched to HTTP Adaptive Streaming Streaming
(intrinsically optimized)
Then why MVO? What is it for?

7. Global CDN Providers
Akamai
Limelight

Global CDN Service Provider: Akamai (Distributed Approach)
127,000 edge servers operated by 1,150 ISPs

in 81 nations OTT/CSP
OTT/CSP
Akamai Global CDN

Operator
Data Center (120,000 servers
all around the workd)
Akamai Edge Server
ISP
ISP ISP
IP backbone ISP
ISP
ISP
IP edge
ISP ISP
Global Internet
CSP Portal
STB
STB
RG
KT
RG
STB
Akamai DNS
RG
KT IDC Akamai CDN CSP

STB
RG
STB
RG
Origin Server
STB
RG Public
Internet
LG U+
STB STB
RG RG
STB STB
RG RG
STB STB
RG
Akamai Edge Servers RG
LG U+ IDC BT IDC
STB STB
RG RG
STB STB
RG RG
STB STB
RG RG
BT

Akamai CDN Core Technology
Mapping System (centralized)
High Level DNS Mapping Table Mapping System
Origin Server
HL-DNS (centralized)
HL-DNS Update High Level Map (Map Maker)
Monitoring Agent (distributed/located in Cluster) 3 User
LL-DNS (distributed/located in Cluster)
Edge Server (distributed, totally 119,000 servers)
2 1
Update Low Level Map 2 1 Reporting
Periodically
DNS
Low Level DNS 2 1
Mapping Table ... 2 1
ery
LL-DNS Deliv
ents Cluster 1,000
Monitoring Agent Cont
DNS
a a a Check Server Load & Health
Measure Network ...
Performance (RTT, Loss) b
Cluster 1
Low Level DNS ... HL-DNS server’s selecting LL-DNS server: by
Local DNS
Mapping Table
LL-DNS ... Cluster 5,000+ mapping client to a cluster based on client’s local
DNS server IP address, network proximity and
b
DNS Measure Network Monitoring Agent
cluster health
Performance (RTT, Loss) a Check Server Load & Health
... Updated every 15~20 min
User
Cluster 2 Cluster geographically close to local Cluster
Local DNS Server DNS server (LL-DNS server) Health
1 Reporting Periodically 2 Low Level Map Update: Every 2~10s 3 High Level Map Update: Every 15~20m (China)
(Monitoring Agent to Mapping System) (Mapping System to Low-Level DNS) (Mapping System to High-Level DNS)
Japan IDC (210.252.57.244-246)
1. Health & Load of Clusters and Edge Servers a 1. Edge Server Status in a Cluster: Health 1. Mapping between LL-DNS Servers and China
ChinaIDC
IDC (125.26.214.70-79)
2. RTT & Packet Loss between Clusters and Local & Load of Edge Servers Local DNS Servers
DNS Servers b 2. RTT & Packet Loss between Clusters 2. Cluster Status: Health & Load of Cluster
3. RTT & Packet Loss between Akamai Clusters and Local DNS Servers 3. RTT & Packet Loss between Clusters
and Local DNS Servers * TTL (30 min ~ 1 hour) LL-DNS server’s selecting the optimized edge server :
by assigning client to specific server (through
selecting a non-overloaded edge server in the cluster
nearest to the user’s local DNS)
Updated every 2~10 sec

Latency between local DNS server and cluster
Edge servers Edge server load
User
Cluster 3 (Japan IDC)

Cluster 4
(China Telecom
IDC)
Cluster 4 (China CT IDC)
Request Routing Procedure

Reference

Limelight CDN Architecture: Super PoP Approach
SuperPoP Approach
- Limelight
- Level3
Equinix ISP - CloudFront
Zurich ISP
Equinix FT
ISP
60 G
Zurich
AMS-IX FranceIX
LINX
10
60
G
G Equinix
G
60
10
Paris
G
Telx 20 G
ISP Atlanta 30
G
LAIIX
ISP KT
10
Equinix
G
LAX 10 G
SKT
50 G Limelight’s Fiber Backbone

Equinix
LG U+
CHI(Chicago)
20 G
Level3
Comcast JPIX
Equinix
SIX 50 G SGP
(Seattle)
G
Qwest
30
TORIX
G
10
(Toronto)
10
PIX
(Vancouver)
Equinix SJO
(San Jose)
90+ Limelight Super PoPs 589 Access Networks (ISP, IX) OTT/CSP

8. Strategy by Global CDN
Providers
Licensed/Managed CDN
Service for Operator
Licensed/Managed CDN Service by Global CDN Service Providers
Expand Global CDNs through Penetrating the Operators’ Networks
Content service fee Operator A

Operator On-Net CDN OTT
CDN fee Akamai Global CDN Akamai
User customers
Operator Global CDN OTT BOX
(Operator
(Akamai)
OTT Service
IP Network
subscriber) Portal
IP Backbone
IP Edge
Origin
Installing CDN edge servers of global Why not do this!
providers at the IP network edges of telecom Encoding
operators Publishing
Operator B
Operator On-Net CDN
Content service fee
CDN S/W OTT BOX
license fee CDN fee Apple iTunes

IP Backbone
...
User IP Edge
Operator Global CDN
(Operator
(Akamai)
OTT
IP Network
subscriber)
Content Delivery Architecture Purpose (Akamai)

• Internet video service provider: OTT • To enhance the video QoE of its customer OTTs
- by delivering OTT traffic right to the IP edges of
• video content purchaser and publisher (transcoding, packaging, etc.), service portal
operators’ network (Low RTT)
operator: OTT
• Delivery network: Akamai global CDN + Operator’s On-Net Akamai CDN • To significantly reduce IDC costs
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming, RTSP/RTMP - by delivering OTT traffic right to the IP edges of
operators’ network, drastically reducing Akamai’s
• Device: Any Internet device (Operator subscriber) traffic in IDC

Licensed/Managed CDN Service
Akamai Managed CDN
User Operator IP Network Global CDN OTT
Operator Data Center Akamai customers
Akamai edge servers

Akamai Global CDN
OTT
L Operator: Higher backbone costs

Heavy traffic from Akamai customers (e.g. Netflix) resulting in costly IP
backbone expansion
IP edge IP backbone L Akamai: OTT customers' video QoE degraded
Too long distance between Akamai's edge servers and users (High RTT)
L Akamai: Higher IDC costs
Netflix traffic is delivered from operator’s IDC. So, the more Netflix
users or the higher encoding rates, the higher IDC costs
 Introducing Akamai edge servers at operator’s IP edges
Operator Data
Operator Center
On-Net CDN
Akamai Global CDN
OTT
Akamai edge servers
J Operator: Lower backbone costs

IP backbone Less costly IP backbone expansion required to cover traffic from
Akamai customers (e.g. Netflix)
IP edge J Akamai: OTT customers' video QoE enhanced
Netflix traffic delivered directly from IP edges of the operator (Low RTT)
J Akamai: Drastically lower IDC costs
Netflix traffic is delivered from operator’s IP edges, drastically reducing
Akamai’s traffic within IDC
Licensed/Managed CDN Service
User Operator IP Network Global CDN Global User
Operator Customers
Domestic CP/OTT Operator

/Cloud Headend
Operator Data
Operator Center Off-Net Akamai
On-Net CDN Akamai Global CDN (127,000 edge servers
edge servers across the world)
ISP
ISP ISP
IP backbone ISP
ISP
ISP
IP edge ISP
ISP
Global Internet
J Operator: Creating CDN profit streams

Rapid CDN network deployment
Winning domestic CP/OTT customers using its own branded CDN
J Operator Customers: Reaching out to customers locally and globally
Enabling fast contents delivery to global users through federation with Akamai global CDN
9. Strategy by Global CDN
Provider
Mobile Cloud Accelerator

Akamai Mobile Cloud Accelerator (MCA)
Expand Global CDNs through Penetrating the Operators’ Networks
Content service fee Operator A Akamai Global CDN Akamai

Akamai Edge Server customers
Caching (OTT/CSP)
Operator Akamai Global CDN
Application Acceleration
Smart Pipe
IP Network (Dedicated Bearer)
User Service
(Operator OTT Default Bearer Portal
subscriber)
CDN fee P-GW Origin

Why not do this!
Encoding
Publishing
Acceleration fee: $5
Akamai Edge Server
Smart Pipe
Operator Akamai Global CDN (Dedicated Bearer)
IP Network
User Default Bearer Apple iTunes
(Operator OTT Louis Vuitton
P-GW E-Trading
subscriber)
...
Smart Pipe fee: $1 CDN fee
Smart Pipe fee: $3
Content Delivery Architecture Purpose

• Internet video service provider: OTT/CSP
• OTT/CSP: To create new revenue streams
• Video content purchaser and publisher (transcoding, packaging, etc.), and service (acceleration fee)
portal operator: OTT/CSP
• Operator: To create new revenues streams (B2B)
• Delivery network: Operator’s dedicated bearer + On-Net Akamai server + Akamai
Global CDN • Akamai: To generate revenues from Smart Pipe
• Delivery technology: HTTP Broker
• Device: Any Internet device (Operator subscriber) • Ericsson: To boost the sales of LTE equipment
MCA Procedure
Mobile Operator Network Internet
HSS/ Akamai Local Akamai OTT OTT
Mobile Cloud UE RAN MME PGW PCRF SPC
RAN Acceleration Internet Acceleration SPR MCA EC DNS DNSs DNS Origin
Accelerator UE IP Cache IP
(MCA) 192.168.1.100 1.1.1.1
Default Bearer Establishment
Attach REQ/
PDP Connectivity REQ
1 UE ID
Akamai Global CDN Authentication
OTT Origin
Akamai Location Update
Edge 1
Server/ Create Session REQ
Mobile Network Cache Akamai CDN Akamai DNS IMSI, Cell ID,
Rx Subscribed Profile
PCRF 2 Allocate IP addr.
SPC
3 1 Ind. of Session Establ.
Local DNS OTT DNS
IMSI, UE IP, Cell ID,
Gx Subscribed Profile
4 Profile
Ack. of Session Establ.
Operator IMSI, PCC Rule
DPI BB Public Internet Attach Accept/ Create Session
Activate Default Sniffing Diameter Signaling
RSP UE IP, IMEI, Cell ID, QoS Profile, ..
Bearer REQ UE IP,
UE IP, Authorized QoS Identify device type
Authorized QoS
5 Internet
Default Bearer Estab.
Dedicated Bearer
(NW-init. Secondary PDP Context)
Overview of MCA Operation
Default Bearer 1 Configuration: IP adresses of MCA edge servers
Detection MBB Turbo Flow
(Primary PDP Context)
2 Distinguishment between MCA and RAN
acceleration flow DNS Query DNS Query
DNS Query
3 Transfer of information on the RAN UE IP,
OTT hostname (origin.example.com)
UE IP,
OTT hostname (origin.example.com) Local DNS IP, OTT hostname
Mobile Device RAN PGW/GGSN acceleration flows DNS Reply
4 Transfer of RAN acceleration rule CNAME = origin.example.edgesuit.net
DNS Query
5 Creation of a dedicated bearer Local DNS IP, origin.example.edgesuit.net
DNS Reply
Select
Best Local DNS IP, edge1.g.akamai.net
Edge Cache DNS Query
CNAME = edge1.g.akamai.net
DNS Reply
DNS Reply 1 A = IP of Akamai MCA edge cache
A = Cache IP Sniffing DNS Reply
UE IP, Cache IP
Detect MBB turbo flow
Detection method 1
Extract UE IP and Cache IP in DNS Reply destined to UE
If the Cache IP matches any IP in “IP Range (MBB Turbo)”,
create a Dedicated Bearer to the UE
Content REQ
2
GET http://OTT URL UE IP, Destination IP
Detect MBB turbo flow
Detection method 2
Extract Destination IP in the First Content REQ
If the Destination IP matches any IP in “IP Range (MBB Turbo)”,
create a Dedicated Bearer to the UE
Default Bearer Internet

10. Strategy by OTTs
(YouTube)
Google Global Cache

(GGC)
Google Global Cache
Expand OTTs’ CDNs by Penetrating the Operators’ Networks with their own CDNs
Google Google Global Cache (GGC)

OTT
Global CDN
o Google Global Cache Servers (H/W & S/W)

User
provided by Google: FREE
(Operator
subscriber) o Remotely managed by Google (remote
monitoring and technical support): FREE
Operator o Rack spaces, power and GE ports provided by
IP Network
operators: FREE
Why not do this!

(Google)
Google
Google Global Cache Global CDN
(GGC)
Operators deployed GGC
User
(Operator
 North America: most operators
subscriber)
 Europe: most operators
Operator  Korea: LG U+, SK, KINX (2012.02)
IP Network  Japan: KDDI, SoftbankBB, So-Net

• Internet video service provider: OTT (YouTube)
• To expand Google’s CDNs in operators’
• Video content purchaser and publisher (transcoding, packaging, etc.), and service portal
operator: YouTube network at no cost
• Delivery network: Google Global CDN + operator’s On-Net Google cache (GGC) • To enhance QoE of YouTube users (Low
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming RTT)

Users Operator IP Network Transit/IX Global CDN OTT
Benefits of GGC
L Operator: increased backbone cost L Google: hard to deliver high resolution video without
Higher costs for transit and IP backbones due to YouTube traffic buffering
L Operator: more complaints from its Internet subscribers Due to long RTT between its datacenter and users
about buffering
Google
Datacenter
Google
Global CDN
Transit/IX
IP Edge
IP Backbone
Google
Datacenter
Operator Google
Datacenter Cache
Google
Global CDN
Transit/IX
IP Edge
IP Backbone
J Operator: reduced transit costs J Google: improved YouTube video QoE for its user
J Operator: no costs for building or operating caching YouTube traffic delivered from GGCs in the network of
operators, providing low RTT
solution (operator CDN or transparent cache)
J Google: expanded its CDN throughout the world,
J Operator: improved YouTube QoE for its Internet subscriber even into the networks of telecom operators at no IDC
cost
Google Global Cache
173.194.56.82
(USA)
Average download speed for

YouTube = 2Mbps, RTT = 200msec
GL-HUB
211.181.65.15
KT subscriber L3 SW Center node
YouTube = 90 Mbps, RTT < 10msec
KT-IX
OLT BRAS Router DIX
KT IDC
LG IDC
KT IP network LG U+ IP network LG U+
Subscriber
Google Global Cache
Watching YouTube through LG U+ Watching YouTube through KT

Internet line Internet line
Current playback 173.194.56.82

position (USA)
Video data pre-downloaded
in my PC
100 Mbps
100 Mbps
Download Graph
YouTube video download speed YouTube video download speed
97.4 Mbps 2.1 Mbps Download Graph

YouTube = 2Mbps, RTT = 200msec
GL-HUB
211.181.65.15
KT subscriber L3 SW Center node
YouTube = 90 Mbps, RTT < 10msec
KT-IX
OLT BRAS Router DIX
KT IDC
LG IDC
KT IP network LG U+ IP network LG U+
Subscriber
Reference

11. Strategy by OTTs
(Netflix)
Netflix Cache

Netflix Cache
Expand OTTs’ CDNs by Penetrating the Operators’ Networks with their own CDNs (Bypassing Global CDNs)
Content service fee Netflix Cache
Operator o Netflix Cache Servers (H/W & S/W) provided

Global CDN OTT
IP Network by Netflix: FREE
User o Remotely managed by Netflix (remote
Akamai/
(Operator monitoring and technical support): FREE
Limelight
subscriber)
o Rack spaces, power and GE ports provided
CDN fee by operators: FREE
Why not do this!

(2012.06)
Content service fee
OTT Operator deployed Netflix Cache (Jan. 2013)

 North America:
User
(Operator
Cablevision (US), Clearwire (US), Google Fiber (US), Telus (Canada)
subscriber)  Europe:
British Telecom (UK), Virgin Media (UK), TDC (Denmark)
Operator  Latin America:
IP Network Telmex, GVT
Content Delivery Architecture Purpose (Netflix)

• Internet video service provider: OTT (Netflix) • To reduce global CDN fees (or no fee)
• Video content purchaser and publisher (transcoding, packaging, etc.), • To expand its own CDNs within operators’ network at no IDC
and service portal operator: Netflix (Amazon) cost
• Delivery network: Operator’s On-Net Netflix Cache • To provide higher quality video (HD 7Mbps, 3D 12Mbps) services
• Delivery technology: HTTP Adaptive Streaming • To enhance the video QoE of Netflix users by delivering its
• Device: Any Internet device (Operator subscriber) traffic right to the IP edges of operators’ network (Low RTT)

Netflix Cache Cost
Netflix Cache Netflix Cache Internal Architecture Netflix Cache Cost (based on market prices as of
Dec. 2012)
Redundancy
Memory Processor 10GbE 10GbE
Description Vendor & Model # Price[₩] Total [₩]
8GB ECC 1333MHz Intel E3-1260L Supermicro AOC-STGN-i2S 10GbE NIC
Chassis TST custom 1 200,000 200,000
Supermicro X9SCM-F Mainboard
Supermicro X9SCM-
Raid Controller (Onboard) Motherboard 1 250,000 250,000
F
Crucial m4 512GB SSD
Crucial m4 512GB OS, Log, Popular Content Processor Intel E3-1260L 1 350,000 350,000
Memory 8GB ECC 1333MHz 4 80,000 320,000
LSI SAS 9201-16i 16Port LSI SAS 9201-16i 16Port Hitachi Deskstar
Hard Drive 40 90,000 3,600,000
7K3000 1TB
Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar
Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Solid State
Crucial m4 512GB 1 600,000 600,000
Drive
LSI SAS 9201-16i 16
Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Controller 2 500,000 1,000,000
port
Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Super micro AOC-
Network card 1 550,000 550,000
Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar Hitachi 3TB Deskstar STGN-i2S
• HTTP Streaming Capacity: 10Gbps Content Storage Content Storage (Mirror) Content Storage Content Storage (Mirror)
Redundant Zippy MRW-
• Hard Disk: 3TB x 36 (100TB) Power 5600V4V/DMRW- 1 1,000,000 1,000,000
• Unique Content Size: 48 TB Supply Unit 5600V4V
• Network Interface: 10Gbps Total 7,870,000

• OS: FreeBSD v9.0
• Web Server: nginx
• Request Router: BIRD Internet Routing Daemon
• Content Placement: Push (Pre-Fetch)

Without Netflix Cache
Users Operator IP Network Global CDN OTT
Operator
Netflix, accounting for 33% of ISP Datacenter
network traffic in US
Akamai
Edge
Akamai Global CDN
IP Edge Limelight
IP Backbone Datacenter
Transit/IX
Limelight Global CDN
L Operator: increased transit costs L Netflix: CDN cost

Higher costs for transit and IP backbones CDN services currently provided by Akamai, Limelight and Level3
due to Netflix traffic L Netflix: hard to deliver high resolution video without buffering
Average resolution in US – 2~3 Mbps

With Netflix Cache
Users Operator IP Network Public Internet OTT
Operator Netflix
Datacenter
Cache
IP Edge
IP Backbone
Public Internet
Operator
NB/eNB Datacenter
Netflix J Google: improved Netflix video QoE for its user

Cache YouTube traffic delivered from IP edge of operator
IP network, providing low RTT
J Netflix: started high resolution video service (
J Operator: reduced transit costs 7 Mbps HD, 12 Mbps 3D) in Jan 2013
J Operator: no costs for building or operating caching solution J Netflix: expanded its CDN throughout the world,
(operator CDN or transparent cache) even into the networks of telecom operators at no
J Operator: improved Netflix QoE for its Internet subscriber IDC cost

12. Strategy by TIC
Vendors
Monetize

Limelight + Qwilt
Proposed a Solution for Operators to Monetize OTTs through Interlocked Global CDNs and TIC

Qwilt TIC Server OTT
Operator LimeLight Global CDN OTT
Limelight Global CDN Limelight
IP Network customers
User OTT BOX
(Operator
subscriber) IP Backbone
IP Edge
Streaming fee
Why not do this!
Operator B
Content service fee Qwilt TIC Server
Qwilt TIC LimeLight Global CDN OTT

OTT BOX
User
(Operator IP Backbone
subscriber) IP Edge
Operator Caching fee Streaming fee

IP Network

• Internet video service provider: OTT • Limelight: To improve its profit structure by reducing streaming
• Video content purchaser and publisher (transcoding, packaging, etc.), costs
service portal operator: OTT • Limelight: To enhance the video QoE of its OTT customers (Low RTT)
• Delivery network: Operator’s On-Net TIC & Limelight global CDN • Operator: To create a new revenue stream (caching fees)
• Delivery technology: HTTP PDL, HTTP Adaptive Streaming, • Qwilt: To propose a solution for operators, TIC equipment
RTSP/RTMP purchasers, to monetize OTTs and thus boost TIC sales (higher TIC
• Device: Any Internet device (Operator subscriber) sales)
Summary: The Trends - Unlimited Competition
Operator On-Net Global
Global Cloud Provider

Amazon Amazon Cloud
Operator Cloud Carrier Cloud (2012-) Amazon Cloud (IaaS) (IaaS: EC2, S3) Amazon
Instant Video
Amazon Amazon Cloud CDN

• Apple iTunes
CDN Virtual
Private ISP ISP
ISP
CLoud ISP ISP
OTT Shock (2010-) Pure-Play ISP ISP ISP ISP
ISP
CDN ISP ISP
ISP
ISP
ISP ISP
• AT&T, ALU CloudBand, Ericsson • Amazon CDN (CloudFront) for Amazon Cloud
Service (AWS, EC2, S3)
OTT (Netflix,
YouTube) CDN Federation (CDNi) (201x-)
Dumb Pipe
Wholesale CDN (2011-) CSP Origin
Saleforce
Global Telco CDN

Walled-Garden IPTV CDN (2005-)
Office365
통신사업자
Operator
Headend CSP (OTT)
Origin ISP
ISP
ISP
ISP
CP ISP
STB ISP
TV ISP ISP
Telecom Operator
• BT, Comcast, Verizon, Orcon, PT, etc.
Walled-Garden MS CDN (2011-) Google CDN (2007-)

통신사업자
Operator YouTube
Headend
ALTO Google
Google Global CDN
SDN
Global CSP
Transparent Caching (2010-) CP SDN
ISP
ISP ISP
ISP
ISP
ISP
ISP ISP
Google Global Cache (2012-)
YouTube • TWC, Verizon, KT
• SKB, LG U+, KINX OTT Origin Netflix
(Netflix)
Netflixl Cache (2012-)
• Sprint, Verizon, Level 3, Frontier (PeerApp) OTT CDN (2008-) Global CDN Global CDN (1999-)
CSP Origin
Global CDN Provider

Licensed CDN (2011-) ISP
ISP ISP
ISP
Walled- CSP ISP
Global CDN
Mobile Video Optimization (2011-) Garden Federation ISP
ISP ISP
CDN Cloud (SaaS)

S/W
License
Cloud CDN (2011-) ISP
ISP
ISP
Global CDN ISP
ISP
YouTube ISP
ISP ISP
ISP
ISP ISP
Akamai MCA (2012-) ISP
ISP
• Akamai, Limelight, Level 3 Akamai
ISP
• Sprint, Verizon Wireless • Limelight LCDN: Bell Canada ISP ISP
• Akamai LCDN (Aura)

Netmanias Research and Consulting Scope
99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
eMBMS/Mobile IPTV
CDN/Mobile CDN
Transparent Caching
BSS/OSS
Services Cable TPS
Voice/Video Quality
IMS
Policy Control/PCRF
IPTV/TPS
LTE
Mobile Mobile WiMAX

Network Carrier WiFi
LTE Backaul
Data Center Migration
Carrier Ethernet
FTTH
Wireline
Data Center
Network
Metro Ethernet
MPLS
IP Routing
Visit http://www.netmanias.com to view and download more technical documents.


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Presentation for Samsung

Content Networking Trends

Page 2 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

IP Backbone IP Backbone IP Backbone

Operator A Operator A Akamai Global CDN Akamai Operator A

Page 3 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Device Operator Network PP/CP

Content Delivery Architecture Purpose (Operators)

Page 5 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Select a Movie (http://rp1.kyipmedia.co.kr:8080/vod/…..) Key Technologies

Page 6 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

OTT Internet Video

HTTP Streaming (without IP QoS)

Content service fee Encoding

Content Delivery Architecture (YouTube) Content Delivery Architecture (Netflix)

Page 8 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Google Data Center

Google Global CDN Google’s own CDN backbone network

Google Data Center

Page 9 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Akamai Parent Cache

Akamai Global CDN

Page 10 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Content Encoding & Packaging = Amazon Cloud Service

Console Verizon (IPTV, in US)

Page 11 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Paid Subscribers [K]

Foreign portals, 3.5

Adult content, 5.8

Page 13 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Increasing OTT subscribers and traffic

Video Subscribers 1Q09 - 2Q11 [K]

STB CP CMS 13,000

DSL/FTTH OTT Providers

Wholesale On-Net CDN

Page 15 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

OTT Internet Video Service

User Streaming (HTTP) Edge Cache

Content service fee IP Backbone BBC

Content Delivery Architecture Purpose (Operators)

Page 16 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

IXP (LINX) BBC

STB Node (8)

Page 17 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Other ISPs inISPs

IXP (LINX) BBC

STB new revenue streams (B2B)

STB Node (8)

BT Wholesale CDN (WCC)

Operator B CDN fee

Page 21 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

OTT Internet Video Service

Operator Internet Video Service (Walled-Garden N-Screen)

Content Delivery Architecture Purpose (Operators)

Page 24 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Internet video service provider: Internet video service provider:

Comcast Streampix Comcast

Live/VoD Live/VoD Streampix

Page 25 NMC Consulting Group Proprietary and Confidential (www.netmanias.com/www.nmcgroups.com)

Global CDN OTT

Why not do this!

Global CDN OTT

Content Delivery Architecture Purpose (Operators)