1. Evolving the Service Provider Business Model for OTT Service Delivery June 21, 2011 V2.0 Glenn Thurston Vice President Global Marketing BTI Systems Inc.
2. Outline What is OTT Content? Its Impact On Networks and Users Changing the Broadband Provider business model and relationship to OTT Content
9. Market AdoptionContent Transfer Requirements (MB) 6000MB 1500MB 38MB 3MB Video will account for 90% of network traffic by 2012 Cisco Visual Networking Index Forecast
10. OTT Traffic Composition Source: BTI Systems Inc. Traffic Report - June 3, 2011 – US Broadband Operator – Suburban Site
22. Problem Summary A New Approach is needed to Augment Broadband services that improves service and reduces cost
23. Foundation Service and Building Blocks Approach High Speed Internet service HSI Needs to be cost-competitive to offer HSI Needs to be as good as or better than the competition Can’t violate Neutrality or Filtering “Rules” Don’t degrade base service if you offer new services. Blocking / Degradation of services not a long term answer Provide a path for value add services To Content Providers To Subscribers To advertisers / 3rd parties Charge for value Direct or indirect methods
24. Evolving the OTT Business Model:Content Aware Networking What is it? Identify repetitive content at network edge, cache it, serve it locally Why? Content requests are repetitive in a given served area Significantly reduces the bandwidth impact to Broadband operator Radically improve the user experience by avoiding network congestion Leverage 80:20 rule BTI
25. What is an Integrated Transparent Cache ? Policy Based Solution looks at every packet for cacheable content Caches only desired popular content for local play-out Addresses all cacheable content All large objects Internet video, music, games Graphical Images, Software updates Simple to operate Automatically updates content & responds to shifting usage No active management of content or negotiations with content owners Simple insertion into the Network No Router upgrades required – goes in with Layer 2 Ports IP Transparent Transparent to source Transparent to subscriber Digital Millennium Copyright Act Neutral BTI
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27. Network savingsContent Request Internet request Content Served >30% peak bandwidth savings SLOWER GROWTH GOING FORWARD Subscriber ISP CO POP Access Core/Aggregation Transit
28. Value Beyond Costs Savings:Quality of Experience & OTT Service Data Before: Slow play out – waiting 10 X faster buffering and downloads Quick buffer fills – no waiting 7x improved screen resolution Web Site Visitors (K) Bytes played out 1) youtube.com 397 2,533,534,3442) apple.com 1512 2,340,070,1643) mcafee.com 269 2,094,633,0154) netflix.net 3250 1,715,060,6645) symantec.com 1258 1,663,329,0816) pandora.com 398 541,532,5907) farmville.com 2772 352,416,4308) hulu.com 609 310,521,0209) photobucket.com 859 301,090,10310) xbox.com 582 262,658,449 High value information: - Top URLs (sites visited) Hour, day, month… - Top applications Web, P2P … - Heaviest users
29. Opens up possibility for Premium Services Same Content Intelligence can be applied to identify Users who have signed up for a Tiered Service Accelerates and locally delivers their content Provides a Measureable SLA Can be extended to many types of filter, block, whitelist services Internet Remote COs Transit COs Origin Content Servers Tiered Service Subscriber BTI Premium Content Delivery
30. Summary Service demands are driving a transition in service delivery Networks are evolving to address bandwidth pressures and QoE expectations with Content Aware Networking BTI is on the Forefront working with Major Operators world wide to make OTTop a successful business model Visit Us: Booth # B-J-205
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32. 300+ customers: Service Provider, Content Providers, Governments, Utility, Research & EducationPortfolio: Packet Optical Transport,Content Aware Networking, Service Management & Analytics Mobile Backhaul Content Aware Networks Datacenter Interconnect Visit Us: Booth # B-J-205 Packet Optical Infrastructure Ethernet Services Delivery
33. Glenn Thurston VP Global Marketing gthurston@btisystems.com www.btisystem.com | info@btisystems.com
