The Evolution of Content Delivery Networks to the Cloud
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Cisco’s keynote at the CDN World Summit (September 28 & 29) explains how CDNs are transforming into the enablers of an all IP network for the delivery of advanced video services to multiple screens, across all platforms -home, mobile, and business- anytime, anywhere. It shows how service providers are uniquely positioned to enable such a network, including addressing the need for a virtualized infrastructure, with intelligence extended throughout for greater efficiency, and better quality of experience for users.
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The Evolution of Content Delivery Networks to the Cloud
- 1. The Evolution of Content Delivery Networks John Wheeler Director Product Marketing & Business Development, Video & Content Platforms, Cisco September 29, 2010
- 2. Topic Covered Today Evolving Content Value Chain Video Service Providers Need an End to End Approach Cloud IP Video System Overview Cisco can help Drive New Services Across Existing Video Silos
- 4. By 2014, IP video traffic will be 4 times larger than 2009
- 6. Broadband speeds & streaming technology improving
- 8. Driven by SP Industry Consortia
- 9. Vertically integrated with upstream infrastructure; Proprietary HW/SW stack for STB
- 10. Intensifying; direct threats from OTT and CE players
- 11. Driven by Internet Consortia
- 12. Modular; Open Network & Services Interfaces – Enables CDN FederationCompetition Standards Architecture SPs as gatekeeper Cross platform experience and personalization are key differentiators Source: Cisco Video GMV, TDG (4Q09), TDG (3Q08), Corp. BD Analysis Notes: 1. Video Access does not include generic Triple-Play infrastructure (CMTS/PON/DSLAMs)
- 13. Revenue CapEx + OpEx Video Service Provider ChallengeIncrease Company Value in the new Video Environment Service control and policy management New monetization models beyond subscriptions Increase service velocity ƒ ARPU Profitability = Investment protection for IP NGN infrastructure Converging services silos on intelligent IP core Manage the bandwidth explosion from video Maintain and augment solutions Simplified network architecture
- 14. Edge IP Core Aggregation Efficient Content Management and Delivery From the Cloud Throughout the Network VoD VoD SP Services/Content Third-Party Services/ Content Media Data Center Media Data Center Regional Media Data Center Regional Media Data Center Connected Home Business Efficient, intelligent, high capacity IP service routing core Virtualization of the content delivery network Enhanced access network architectures
- 15. Next Generation Platform Built on Web Services Protocols Accelerates universal reach and 3rd party innovation CDNs become “virtual video” infrastructures to scale exponentially for large-scale unicast services Leveraging IP network technologies for efficient distribution Video intelligence propagates deep into the network Providing media, device, and network awareness Common Client Architecture Multi-device support – for PCs, gaming consoles, mobile devices, set-tops,etc. Services Across Managed and Unmanaged Networks Common experience no matter where the user connects Architectural Tenets for IP VideoAll Elements Required for New Consumer Experiences
- 17. Scale and virtualization for transcode, content management, metadata normalization, DRM
- 18. Provides storage warehouses for HD and SD formats serving TV, PC, and mobile
- 20. Streaming and download of all content formats from MPEG to HTTP Adaptive Bit Rate
- 21. Platform for distributing content services intelligence for dynamic policy and adaptationVirtualize MPEG and Online Video Services Extend Media Data Center to Network Edge
- 22. Cloud IP Video SystemBringing Together Video Services Platform and CDN Content Metadata Usage Data Device Management Subscriber Management Unified Analytics and Reporting Social Networks Video Services Platform Policy, Session & Resource Management Advertisers Legacy MPEG Clients Presentation Server Content Providers Content Mgmt Offer Mgmt Metadata Aggregation Encode Transcode Encrypt Entitle-ments Ad Mgmt IP Video Clients Virtual Video CDN Massive Ingest, Packaging, Storage Efficient, Dynamic Caching Adaptive, Multi-protocol Streaming Network Aware Service Routing Flexible Config, Analytics & Reporting
- 23. Cloud IP Video System Requirements Video Services Platform Linkages Metadata Normalization, Trust Models, Domain Licensing, CAS/DRM, Rights Lockers, Services Virtualization Massive Ingest, Packaging, Storage Multi-format / protocol, Dynamic Adaptation, Unified Metadata Propagation, Data Center / Cloud Enabled End to End QoE, Dynamic Topology Configuration, Flexible Cache Models (Hierarchical, Peer based) Efficient, Dynamic Caching All Protocols on 1 Platform, High Performance / per RU, Flexible HW Containers (VM, appliance, router blades) Adaptive, Multi-protocol Streaming Network Aware Service Routing IP Network Aware Request Routing, CDN Interconnection, Flexible Services APIs Flexible Config, Analytics & Reporting Flexible Configurations (dynamic, pre-position), Advanced Analytics, Alarming & Monitoring
- 24. Cloud IP Video SystemDrive New Services across All Video Silos Virtual Video CDN Legacy STB (1st Wave) 3rd Wave STB / HGW IPTVSTB (2nd Wave) Android, iPad / iPhone … CE Device PC Native VoD Guide Native App IPTV Client Cloud Apps Navigator MRSS / XML Guide Data Cloud Apps Client Cloud Apps Client Syndicated Video Engine Stitched MPEG2-TS MPEG2/H.264 over MPEG2-TS QAMSTB QAM or IP STB Multi-service Apps: Live, VoD, TSTV, nDVR, Ad Insert MPEG Streaming Engine Browser / ABR Client Resident ABR Client Browser / ABR Client Native App / Browser Web 2.0 Engine SmoothHD / Apple ABR FMS, WMV, Quicktime, HTTP PDL Browser Browser Native App / Browser HTTP ABR Engine Android, AppleiOS, Windows7 HTML5 Native Client Common Resource Formats (e.g., EBIF) Apple iOS Android Windows7 HTML5/Flash/ SIlverlight HTML5 Flash Silverlight HTML OCAP HTML5 Flash
- 26. Provides advanced consumer experience functionality
- 27. Works across SP video silos
- 28. Enables as many legacy devices as possible with a sub-set of services along the transition path
- 29. Look for common product foundation vs. piecemeal approachesMedia Data Center + CDN System Level Migration Approach Phased Set of No Regret Investments Enable New Services at Each Step
- 30. Questions?
Editor's Notes
- Disruptive Consumer Trends? Leading to service provider, vendors, and regulatory ???
- These are the 5 architectural tenets that under-score the big shift towards IP Video. Cisco is already delivering to 2 out of these three major architectural shifts (content distribution and video intelligence) and are accelerating investments in the other 3 spaces.
- In addition the general capabilities of OpenCASE - content on-boarding, transcode management, business rules etc (I can send over the OpenCASE high level feature list if that's needed) - I would submit a couple items: Our customizable workflow can enable a wide range of flexible distribution profiles that are also subject to automation, increasing the ease with which customers can manage content distribution complexity (multiple screens/end points etc) and reducing the time and costs of managing/operating content distribution; and we provide a full suite of business rule/commerce tools that will enable more complex content life cycle management as the amount of paid content grows on CDNsvs free/ad supported today - these capabilities may include content expiration, window management, location and caching intelligence/support (download vs stream vs download to gateway etc) up to and including variable wholesale content pricing based on CDN delivery cost considerations. I am not sure how granular you'd want to get on this last point, but you could differentiate how subscription content might be handled and delivered in off peak scenarios vs on demand paid or ad supported content.
- In addition the general capabilities of OpenCASE - content on-boarding, transcode management, business rules etc (I can send over the OpenCASE high level feature list if that's needed) - I would submit a couple items: Our customizable workflow can enable a wide range of flexible distribution profiles that are also subject to automation, increasing the ease with which customers can manage content distribution complexity (multiple screens/end points etc) and reducing the time and costs of managing/operating content distribution; and we provide a full suite of business rule/commerce tools that will enable more complex content life cycle management as the amount of paid content grows on CDNsvs free/ad supported today - these capabilities may include content expiration, window management, location and caching intelligence/support (download vs stream vs download to gateway etc) up to and including variable wholesale content pricing based on CDN delivery cost considerations. I am not sure how granular you'd want to get on this last point, but you could differentiate how subscription content might be handled and delivered in off peak scenarios vs on demand paid or ad supported content.
- Cisco gives recommendations, customer makes their own decisionCisco will give recommendation for common deployment scenarios SPs will make their own decision their transition strategybased on their own deployment situation, service offerings and long term strategic objectivesGoal is to enable as many legacy equipments as possible, also encourage investments to enable true wave 3 services on new client devices