Taming the Streaming Monster

TelcoTV 2009 Panel Discussion

Taming the Streaming Monster

PANELISTS
Prabakar Sundarrajan, Chief Technology and Strategy Officer, Ankeena Networks Scott Heinlein, Senior Solutions Marketing Manager, Juniper Networks Joachim Roos, Chief Executive Officer, Edgeware

MODERATOR Jayant Dasari, Research Analyst, Parks Associates

www.parksassociates.com

Key Takeaways
Emergence of Online Video
Phenomenal growth in consumption Not just YouTube Access to premium content, Internet-Lite, music, games, and usergenerated content all deemed important by consumers Dynamic connected CE segment driving interest in Cloud Media

Service providers moving quickly to blunt the threat of online video

Online video coming to the set-top box TV Everywhere a key initiative for leading operators

Emerging Challenges
Shifting consumer attitudes and habits Bandwidth is still a limited resource Cost and Business Models still unclear

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Shift Towards Cloud Media

Content Acquisition: Downloaded/ripped into central server Devices: Home servers, DVRs, additional HDD or SSD devices Requirements: Device discovery, media serving, consistent UIs
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Content Acquisition: Streamed from multiple access networks (VoD, OTT) Devices: Any Internet- or premium service-enabled platform Requirements: Ability to grab and repurpose content

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Popular Online Video Content

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Increasing Popularity of Long Tail Content

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Why do Consumers Watch Online Video?

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Connected CE Driving Growth in Online Content Consumption

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Shift in Video Delivery Broadcast to Unicast

Source: BigBand Networks 2009 Parks Associates

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Prabakar Sundarrajan, Chief Technology and Strategy Officer, Ankeena Networks

Media Delivery Infrastructure Solution

About Ankeena
New Media Infrastructure that enables profitable revenue growth for online media providers
Founded by content delivery infrastructure industry experts Purpose-built, media-intelligent, software appliance that runs on generic x86 servers to deliver online content at a massive scale with TV-like viewing experience

Confidential

Service Provider Online Media Initiatives

CONTENT NETWORK

Managed

Unmanaged

Legacy TV (Cable, IPTV, Satellite) Web content on Managed Networks (OTT) Web content on Internet e.g., YouTube, Hulu Managed content on Internet (Example Comcast TV Anywhere)

Managed

Unmanaged

3 ScreenDelivery

And: Optimizing bandwidth constrained Internal links

Confidential

SmoothTVlikeviewingExperience underthemostchallengingconditions.
Congestion

LastMile Bandwidth

Best High Video Quality Med Low 00:10 00:20 00:30 00:40 00:50 01:00 01:10 01:20

Time
Confidential

NewMediaInfrastructureSolutionCharacteristics
Server capacity

OnlineMedia Providers

Proxyto Reduced transitcosts 3 ScreenDelivery NetworkEdge

EnhancedTVlike viewingexperience

ServiceProvider AccessNetwork

Confidential

TAMING THE STREAMING MONSTER

Scott Heinlein Sr. Solutions Marketing Manager

NETWORK REQUIREMENTS FOR CONTENT EVERYWHERE

Mixed broadcast and Internet video content

1. Keep the content delivery architecture open 2. Optimize video distribution model for content everywhere 3. Ability to control the customer experience

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Copyright 2009 Juniper Networks, Inc.

www.juniper.net

BUILDING THE ENTIRE CDA ECOSYSTEM

Create Content Ingest to CDN Transcode Content Store Content Business Rules Deliver Content Reporting Analytics

Open architecture is critical to enable carriers to build a complete content delivery architecture
Open architecture allows easier integration with third party functionality
Integrated reporting and analytical or transcoding functionality

Integrate new network functionality to ensure experience levels are met

Example: Video monitoring, SLA management applications

The open network gives carriers the best chance to solve the unknown and provides a means to reduce 18 expenses and differentiate the service offering
Copyright 2009 Juniper Networks, Inc. www.juniper.net

NETWORK OPTIMIZATION THROUGH CACHING

POPULARITY

Hierarchy is key for most efficient use of network resources Long tail vs. short tail considerations: projected and viral shift from long to short tail status Content placement based on PUSH or dynamic PULL models using intelligent cache management

Content Hours Ranked by Popularity

AVAILABLE CONTENT

CDM Access

Cache Mgmt and CDN Controller

Metro

Core

NGCO

Mega POP

NGDC / Origin

Tier 0
10% Library, 75% Hit Rate Local Storage: 5 12.5 TB
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Tier 1
25% Library, 95% Hit Rate Local Storage: 12.5 30 TB
www.juniper.net

Tier 2
20,000-50,000 Titles Library Store: 50-125 TB

Copyright 2009 Juniper Networks, Inc.

SUBSCRIBER AND CONTENT AWARE

1. The network knows who is requesting the content and with what device 3. Determine if the network is capable of meeting the content requirements 2. The network determines the delivery requirements of the requested content

Content-aware devices
Walled Garden Open Garden OTT

Access

Assured Enhanced Best Effort

Content Delivery Architecture

4.

Create network policies necessary to meet the content requirements

Content delivery architecture enables carriers to add value in the delivery of all content by delivering a specific quality 20 of experience
Copyright 2009 Juniper Networks, Inc. www.juniper.net

CONTROLLING THE CUSTOMER EXPERIENCE

Network conditions can change over time
We can increase bandwidth, but still will need micro-scale reactions

Deterministic behavior has to be aware of fixed and variable streaming rates Service-based experience and SLA TRY LATER

CBR VoD
Admission Control

Simple Adaptive
Rebuffering

NG Adaptive
Real-Time Adaption Real-Time Adaption

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Copyright 2009 Juniper Networks, Inc.

www.juniper.net

Taming the streaming monster TelcoTV 09 Panel session

Joachim Roos, CEO, Founder

Copyright Edgeware 2009

About Edgeware

Vendor of network server systems for

WebTV Timeshift TV / nPVR VoD 20 Gbps 32k sessions 256 GB 12 TB 1RU / 2

Highest density appliances in the industry Founded in 2004 to solve the problem of exploding bandwidth associated with video Market: CDN, Carrier, Telco, MSO, OTT
40+ customers in 20+ countries since 2007

Channels: Based: San Jose, CA and Stockholm, Sweden

Copyright Edgeware 2009

Caching to Minimize Transit and Network Investments

Carrier / CDN

Telco Core

Metro

Access

Tbps Centralized

Gbps

Gbps

Mbps

$
Caching

Copyright Edgeware 2009

A scalable streaming solution

Long tail: Single severs or Logical clusters for central streaming ~5-50TB Very long tail: e.g. nPVR disk storage > 50 TB

One system
Automatic & resilient Handles sessions and content

Telco Network
Short to mid tail: Edge distributed servers ~1TB storage

Subscribers
Copyright Edgeware 2009

Taming the Streaming Monster

PANELISTS
Prabakar Sundarrajan, Chief Technology and Strategy Officer, Ankeena Networks Scott Heinlein, Senior Solutions Marketing Manager, Juniper Networks Joachim Roos, Chief Executive Officer, Edgeware

MODERATOR Jayant Dasari, Research Analyst, Parks Associates

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