© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 1
Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems
Dan Donahue - Managing Director, FTI Consulting
January 2008
Media Aware Networking using P2P?
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 2
Agenda
P2P – A Factor for Access Service Providers (ASP)
Media Aware NetworkThe Dynamic Nature of Open APIs, SDKs and Control
Value Chain
Q&A
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 3
Content Providers / Aggregators
Concentrate on their core business:High quality content production, aggregation and syndication
Monetize their content and use the internet to reach Any screen AnywhereExpand and evolve the business models – pay per view, rental, one
time buy, advertise support, revenue share, etc
Peer to Peer is cautiously considered as a way to lower the cost of delivery. However,Tradeoff on security, control and Quality of Experience
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 4
Over the Top (OTT) Factor
P2P networks enable mass distribution of media content to the end user with widely varying controls and monetization
Method of distribution is evolving and shifting value in current Service Providers, particularly Access Service Providers
As P2P / OTT becomes the dominant a mode of consumption, content producers and Service Providers need to adjust to avoid commoditization and marginalization
What ASP methods will both satisfy both the consumer and the value chain while meeting the Content Provider needs?
Adopt P2P as an optimization technology within the ASP
Leverage Application innovation to drive monetization of content (Ad channels, iTunes, snugbug, Orb, Sling etc.)
Contribute to making the Internet a more cost effective, reliable solution capable of delivering content, application flexibility and personization
Common platform that allows monetization of service delivery ?
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 5
ASP P2P Observation
Illegal Content perception
Threatens traditional delivery
Upstream Link Saturation
Transit Cost Increase
Limited participation in value add
Issues
Traffic Management
Peering Concepts with current eqip
Build out Network / Upgrades
P2P Caching
Compete w / OTT Players
Containment
From co-marketing to Integration of Services
Optimised Delivery: CDN, QoS,Multicast, Quota exemption
Improved Access to TV & Mobile / STB / GW
Web Services network interface
Precision Advertising
Collaborate Media Aware Network – H-P2P
Create Own TTM App value Chain
Peering at Service Level
Offer open optimized access to peers, i.e,
Storage Savings, higher quality
Lower cost of delivery
DEPLOY
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 6
What if there was a new, media optimized routing platform that used thin layer to implement it?
IP InfrastructureIP Infrastructure
Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity
Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity
Bindings Bindings
Bindings Bindings
The Application LayerThe Application Layer
New Structure:Today’s Structure:
IP InfrastructureIP Infrastructure
Provider AppIPTV
Provider AppIPTV
Thick Middleware:
IPTV
Thick Middleware:
IPTV
Provider AppVoIP
Provider AppVoIP
Thick Middleware:
IMS
Thick Middleware:
IMS
Provider Applications Over-the-Top Apps
Cool ToolsCool Tools
YouTubeYouTube
MiddlewareMiddleware
CacheCache
P2P OverlayP2P Overlay
Cool ToolsCool Tools
JoostJoost
MiddlewareMiddleware
CacheCache
P2P OverlayP2P Overlay
Content Provider
ContentContent
Brightcove
AkamaiAkamai P2PP2P
The Application Layer
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 7
A Media Aware Network Platform
IP InfrastructureIP Infrastructure
Cool ToolsCool Tools
OTT AppOTT App
MiddlewareMiddleware
Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo
Media Aware Network Services:Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo
Bindings Bindings
Bindings Bindings
The Application LayerThe Application Layer
Provider AppIPTV
Provider AppIPTV
MiddlewareMiddleware
APIAPI
Cool ToolsCool Tools
OTT AppOTT App
MiddlewareMiddleware
APIAPI
Cool ToolsCool Tools
OTT AppOTT App
MiddlewareMiddleware
APIAPI
Cool ToolsCool Tools
OTT AppOTT App
MiddlewareMiddleware
Cool ToolsCool Tools
Provider App(P2P TV)
Provider App(P2P TV)
MiddlewareMiddleware
APIAPI
Cool ToolsCool Tools
Provider AppNet Jukebox
Provider AppNet Jukebox
MiddlewareMiddleware
APIAPIOTT OverlayOTT Overlay CacheCache
OTT OverlayOTT Overlay
Value Add
ContentContent
APIAPI
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 8
•Associate content w/ related materials 7 apply metadata
•Encode / Transcode
•Access Master•Archiving•Organize digital media assets
•Encode / Transcode in various video formats
•DRM•Conditional Access•Watermarketing
•“Productize” assets into bundles
•Set pricing terms•Subscription, rental, download to own
•Commerce engine and payment capabilities
•Create playlist / ad inventory
•Create Biz rules such as must watch
•Integration with Ad campaign mgmt systems
•Ad server
•Create catalog feed for CMS or syndication to multiple affiliates
•Deliver assets & metadata to mobile CDN, broadband CDN &TV VOD Infrastructure
•User Interface•Manage devices•Plug into any UI or player
•Manage distribution and playback (Streaming, download, P2P)
•User / ad metrics
•Next Generation name/address
•Programmable/extensible (network APIs & SDK, workflows, event notify)
•Scalability with tera-scale distributed cluster
•Subscriber and media clustering
•Next Generation name/address
•Programmable/extensible (network APIs & SDK, workflows, event notify)
•Scalability with tera-scale distributed cluster
•Subscriber and media clustering
• Chat, Group, RRnR
•Lightweight common client (core library, access library, PC, STB and mobile reference clients)
• Events, groups• Data collection & mining
• Chat, Group, RRnR
•Lightweight common client (core library, access library, PC, STB and mobile reference clients)
• Events, groups• Data collection & mining
•Scalability•Delivery quality/performance
•Resilience by Design
•Lights out Ops & Mgmt
•Proximity, Bindings and control
•DHT Hierarchy•InfraDHT
•Scalability•Delivery quality/performance
•Resilience by Design
•Lights out Ops & Mgmt
•Proximity, Bindings and control
•DHT Hierarchy•InfraDHT
•Virtualization• Foreign resource
• WorkFlows• ingestion
•Virtualization• Foreign resource
• WorkFlows• ingestion
•Ad Insertion (Server side, client side, personalization and measurements)
•Ad Insertion (Server side, client side, personalization and measurements)
•Security and wights mgmt.
•Super-distribution (consumer level with rights management, SP level to distribute across complex footprint)
•Foreign Resource integration
•Security and wights mgmt.
•Super-distribution (consumer level with rights management, SP level to distribute across complex footprint)
•Foreign Resource integration
Broadband Technology Value Chain
Value Chain – ABI research
• Foreign resource
• ecommerce tools (click to buy, paypal, etc)
• API for direct billing systems
• Foreign resource
• ecommerce tools (click to buy, paypal, etc)
• API for direct billing systems
Media Aware Network
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 9
Value Chain vs. OSI Stack
VALUE CHAIN
Content Creation
Asset Management
Security
Encode/Transcode
Marketing Strategy
Advertising
Syndication
GUI
P2P Overlay Networks
QoS Definitions
QoS Management
Bandwidth
Chaching Services:Akamai, DNA, etc.
6 PRESENTATION
1 PHYSICAL
2 DATA LINK
3 NETWORK
4 TRANSPORT
5 SESSION
7 APPLICATION
BUSINESS
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 10
Value Chain vs. OSI Stack
VALUE CHAIN
Content Creation
Asset Management
Security
Encode/Transcode
Marketing Strategy
Advertising
Syndication
GUI
P2P Overlay Networks
QoS Definitions
QoS Management
Bandwidth
Chaching Services:Akamai, DNA, etc.
ContentCreators
ContentProviders
ISPs
P2P S/WDevelopers
6 PRESENTATION
1 PHYSICAL
2 DATA LINK
3 NETWORK
4 TRANSPORT
5 SESSION
7 APPLICATION
BUSINESS
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialService Node 11
Thank You - Q&A