Download - 8 faster networks – faster to the abyss
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Faster Networks Faster to the Abyss?
Maximilian Ott CTO, Incoming Media
Sr. Principal Researcher, NICTA [email protected]
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Objective
• Carriers need to provide a different service
• From “packet/bit delivery” to “content logistics”
• Outline
• Why nobody likes Carriers
• The Standoff between Carrier & Service Providers
• Incoming: Solving Mobile Video with Data Science
• A Proposal for a new Carrier Service
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Nobody likes Carriers
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Voice
SMS
http://bit.ly/1bOmlVl
Not too long ago they actually provided a service customers wanted
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Nobody likes Carriers
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Voice
SMS
http://bit.ly/1bOmlVl
YouTube
Carrier
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… Even the Financial Markets
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… Even the Financial Markets
• Carriers look more & more like utilities
• Valuation (P/E Multiple) will drop accordingly
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Mexican Standoff
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Service Provider
Carrier
Advertiser
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But it is a Symbiotic Dependency
• Increased User Experience, increased Income
• Great User Experience requires great network
• Service Providers need to incentivize Carriers to help maximizing User Engagement
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How to Share?
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Service Provider
Carrier
Advertiser ???
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How to Share – Shapley Values?
• Model as a cooperative game which derives a distribution among the players of the total surplus generated by their coalition.
• http://en.wikipedia.org/wiki/Shapley_value
• Ma, et al, Internet Economics: The use of Shapley value for ISP settlement, CoNeXT ‘07
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More pragmatic – Let’s look at Cost
• What is the REAL cost of delivering a Movie?
• Infrastructure (CapEx) & Operation (OpEx)
• Dominated by Capex
• Capex driven by PEAK demand
• Leads to Congestion Pricing
• Cost varies greatly based on congestion – Orders of Magnitude!
• Same for service providers (servers, connectivity)
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More pragmatic – Let’s look at Cost
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Real delivery cost of a Bit can vary by
Orders of Magnitude!
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Lower the Peaks, Filling the Valleys
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Time- shifting
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Lower the Peaks, Filling the Valleys
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Time- shifting
But Data Services cannot do that!
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What is the traffic mix?
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We
b Games
Voice M2M
Live
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Anything special about Video?
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t
“Created”
Hours – days - months
Consumed
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FedEx – Packet delivery?
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FedEx – Logistics Company!
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FedEx – Logistics Company!
The ideal place for zero-latency delivery
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Content Logistics
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Content Logistics – Control Peaks
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Lowering Cost by Increasing Traffic!
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Incoming Media
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The Phone IS part of the network!
• Lots of storage
• Lots of processing
• Big screen
• Lots of sensors
• ONE, very loyal user
• The FIRST screen
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Incoming Media
• Smart on-device content pre-positioning
• Create great mobile video experiences
• Increase engagement and satisfaction
• Save money doing this
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Incoming’s Solution
• Pre-fetching content on the mobile utilizing spare network capacity when available.
• Decision what and when to pre-fetch is based on our ability to learn (and predict):
• user behavior
• user’s social network behavior
• mobile’s context and network environment
• operator’s preferences
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Incoming’s Architecture
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Incoming TV App
• Proves value proposition of Smart Caching to user
• Over 1.3M installs
• 80% cache-hit ratio
• Top 20% users watching 10 to 20+ mins per day
• Zero mobile data cost
• Instant start, zero stalling, zero buffering, HD video
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What should Carriers do?
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Content Logistics Service
• New content-centric network API
• This is a bit different to CCN proposals
• Smart distributed storage
• This includes mobile device (terminals)
• Opportunistic pre-positioning of content
• Less-than-best-effort traffic class
• Only forward when there is nothing else to
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Content-centric network API
• Declaring of intent
• Probabilistic intent of future use
• Declaring meta-data
• Prediction algorithms rely on discovering correlations
• Providing feedback
• What was the final utility of retrieved content
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Smart distributed storage
• Storage before bottleneck
• Using meta-data and past behavior to predict:
• what to store
• when to move between storage
• Building on IEEE 2200 (HQME)?
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New Traffic Class
• Less-than-best-effort traffic class
• Focus on keeping pipes full
• Using IP Header DiffServ Code Points (DSCP)?
• Technology is there
• May require new Traffic Management insights
• Various large carriers are thinking about it
• Interest in exploiting LTE Broadcast
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Conclusion
• Carriers need to provide a different service
• From “packet/bit delivery” to “content logistics”
• Video is THE dominating traffic source
• Need new technical approach & business model to tackle it
• Move from ‘dumb pipes’ to ‘smart logistics’
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Faster Networks Faster to the Abyss?
Maximilian Ott CTO, Incoming Media
Sr. Principal Researcher, NICTA [email protected]