IBM Aspera in Telecommunications

© 2014 IBM Corporation

IBM Aspera for TelecommunicationsMoments matter.


Agenda

Disruption in the Telecommunications Industry

Why IBM Aspera is the Right Response to Industry Change

Executive Telecommunications Agendas for IBM Aspera

Why IBM is the Right Choice for Telecommunications

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Of customers want to order online and pickup or return in another channel like the store. 1

DISRUPTOR: Digitally empowered customers are changing the way commerce is done and while elusive they are extremely valuable to providers

Of users do research via their social network(s) prior to making a purchase decision for a product or service. 1

Is how much more an advocate of a brand spends with that company than an antagonist of a brand. 1

Of telecom customers identify themselves as advocates of their provider. The advocacy rate for telecom is half what it is for retail. 1

Evolving customer behaviors and priorities create new communications challenges and opportunities

84% 1/562% 12%

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Shifting ground: telecom landscape changes

Source: Question E9–How do you see the landscape changing over the next 3 to 5 years?; Telecommunications n=218

Operationalcontrol

Partnering toincrease efficiency

Focus on customers as segments

Face-to-faceinteraction

Smallerpartner base

Organizational openness

Partnering to increase value

Focus on customers as individuals

Social/digital interaction

Bigger partner network

27%

16%

18%

27%

12%

55%

68%

65%

82%

75%

Neutral

3a.Open up to customer influence

3b.Pioneer digital-physical integration

3c.Craft engaging customer experiences

4. Pulling together

DISRUPTOR: And Telecommunications CxO’sunderstand how important a relationship with the digitally empowered customer is

2 out of 3 of telecom CxOs expect difficulty in understanding and engaging the customer as an individual rather than as a category or market segment.

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DISRUPTOR: Over The Top (OTT) Providers Are Consuming More Data And Offering More Telecom-like Services

Together, Netflix and YouTube/Twitch make up nearly 50% of peak download traffic in North America

After being purchased by Facebook, WhatsApp announces they will roll out voice over IP (VoIP) services to 500 million users worldwide. 1

$386Billion USD

Netflix now accounts for nearly 35% of all downstream bandwidth during peak usage times - a service that did not even exist 7 years ago. 2

The amount of revenue that will be lost between 2012 and 2018 globally by telecom providers to OTT providers like Skype, Viber, WhatsApp and others. 3

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DISRUPTOR: Industry Leaders are Struggling with Synchronization and Timely File Transport

Does your company have the ability to synchronize its critical internal and external systems?

6

of organizations regard synchronization as critical to their overall success …

17%

83%

Yes, encompassing everyone

No, not with everyone

3%

34%

73%

Not critical Neutral Critical

Value chain synchronization

survey – Feb, 2012 for IBM

… however, only cansynchronize their internal and external systems to drive business performance and success

17%73%


Agenda





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IBM Aspera Solutions Add Key Capabilities In IBM’s Market Leading Data Movement and Managed File Transfer Capability

Community-Centric

Multi-protocol edge gateway for universal connectivity to the

business community

Person-Centric

File sync and share

Emerging Use Cases

Governance

Security Common perimeter services, proxy and authentication

Actionable visibility for business, operations and compliance

Direct to Cloud …

System-Centric

Automated, reliable, secure transfers for system integration

High-Speed Large file/data set transfer and sync

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Smarter Commerce: IBM Aspera Capabilities Resolve Telecommunications Industry Imperatives

Digital Service Provider Enablement• IBM Aspera File Sharing Suite

Video Infrastructure• IBM Aspera High Speed File Transfer

IT Transformation• IBM Aspera High-Speed Sync

"With Aspera, we get a full suite of solutions that accelerates almost every aspect of our highly customized workflows, giving us a key strategic advantage over others...” 1

- VP of Infrastructure & Technical Services

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Accelerate Digital

Transformation

Create Infrastructure

Agility


of organizations report they arechallenged to move big data quickly andefficiently enough to meet business requirements. 1

Smarter Commerce: IBM Aspera Capabilities Accelerate Business Value with Cumulative Benefits

According to a recent study, IBM Smarter Commerce pays back $12.05 USD for every $1 USD spent. 4

bandwidth utilization by FTP on high speed lines over distance without IBM Asperatechnology. 2

The number of hours it now takes to setup for large file projects, down from 2-3 weeks without IBM Asperatechnology. 4

Transcontinental file transfer speed improvements after deploying a High Speed File Transfer & Sync with no hardware or network upgrades required. 3

88% 100x<3% 2-3

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Agenda





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IBM Aspera for Telecommunications Customer, Video and Network

Executives

Digital Front Office & Smarter Networks

High Speed Marketing Coordination

High Speed Digital Video File Transfer and Streaming

CMO

Retail Leader

Chief Service Officer

________________________

CEO

Video Broadcast Executive

Content Delivery Leader

________________________

FSS HFT

Eliminate the bottlenecks of traditional TCP and

physical transport solutions by enabling

ultra-secure IBM Aspera High-Speed File Transfer

(HSFT) on premise and on the cloud to all members

of the broadcast and distribution and delivery

ecosystem.

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Increase flexibility and workflow capabilities

along with the ability to accelerate transfer of

large graphic marketing assets by 100x to

deliver a coordinated and secure marketing solution with the IBM

Aspera File Sharing Suite (FSS).

HSS

Utilizing IBM Aspera High Speed Sync (HSS) for

extremely fast and efficient cloud, data

center and on premise synchronization for

sharing, distribution and disaster recovery.

High Speed Data Center & Cloud Sync

CTO

Chief Information Officer

VP of Data Centers

________________________

© 2014 IBM Corporation© 2014 IBM Corporation13

TOFROM

FSSHIGH SPEED MARKETING

COORDINATION

SmarterCommerce B2B

Inconsistent

& Slow

Coordinated

& Fast


increase in adoption rate by community members

reduction in time spent to roll out new advertising

assets to storefronts and resellers

60%

80%

FSS HIGH SPEED MARKETING COORDINATION

A large North American consumer product brand needed a better way to coordinate marketing asset design and delivery internally, externally with partners, in the cloud and out to physical stores and resellers.

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marketing


Growing Marketing Asset Volumes And Channels:

Social media video and online content

Internal and external (partner) drafts and

design revisions

Digital signage

Shannon And Her Colleagues Are

Using A Variety Of Services To

Collaborate:

Local store branding

Traditional print branding

Physical media delivery

Cloud transfer services

IT provided tools (FTP)

E-mail attachments

TELECOM MARKETING ASSET SIZES AND VOLUMES ARE EXPLODING FOR MARKETERS LIKE SHANNON


Speed and security issues hamper most file sharing solutions today – IBM Aspera File Sharing Suite with FASP™ technology addresses all these issues and more to help marketers do more. Faster.

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

2013 Vanson Bourne B2B Integration and MFT Global Study

30%

29%

29%

10%

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WITH THE POWER OF IBM ASPERA FILE SHARING SUITE SHANNON HAS TOOLS TO COLLABORATE AT SPEED WITH HER EXTENDED MARKETING TEAM

Browser plugin or installed desktop or mobile app

Supports significant

files sizes for branding including

broadcast video,

graphic design and

digital signage.

DESKTOP & BROWSER

ACCESS

CLOUD & SECURITY SUPPORT

LARGE FILE SUPPORT AT

SPEED

APIs FOR SEAMLESS

WORKFLOW

FSS can be integrated to existing marketing campaign

systems

Easily integrated

into mobile and cloud platform

solutions.

All files for shared

individuals and teams can be synced across

all access points

FSS

Supports shares either

locally, in the cloud or

both

Provides encrypted

transfers supporting

industry standards

HIGH SPEED MARKETING COORDINATION

Accelerate the sharing of information between people, systems and communities and provide high performance distribution and synchronization of large files while lessening the security risk from sharing file based information

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

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THE IBM ASPERA FILE SHARING SUITE HELPS SHANNON’S TEAM GET TO MARKET FASTER WITH NEW CAMPAIGNS AND TIMELY ENGAGEMENT

Shannon’s company is sponsoring a live racing event and needs to develop new commercial video and social content quickly for a campaign.


IBM Aspera File Sharing Suite creates a new paradigm of

speed and agilityfor telecommunications

marketingprofessionals.

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

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CAMPAIGN MANAGEMENT

Shannon can quicklycreate a new shared space

for the working team that is secure and easily accessible from

mobile, web or integrated into existing collaboration solutions.

The production team partner is able to shoot new footage and upload the film to the shared space 100x faster than FTP for review and approval.

The social and static art development team is able to provide large digital proofs without worrying about older versions or extra versions being sent via e-mail since everything is consolidated and versioned.

Shannon’s leadership is able to review and approve the campaign assets days ahead of schedule due to the reduced time for transport and turnaround.

Final assets are delivered

through integration into

existing campaign

management solutions for

delivery.


FASP TECHNOLOGY IS THE SECRET SAUCE THAT MAKES IBM ASPERA FILE SHARING SUITE UNMATCHED FOR MARKETING COORDINATION

Reduction in time for on-boarding new content partners – from 2-3 weeks to 2-3 hours

Reduction in transfer times –transfer that was taking 20 minutes now less than 1 min

Increase in total data shared per day - from 5GB to 190GB

HIGH SPEED MARKETING COORDINATION

IBM Aspera’spatented FASP transport technology is a proven standard for the high-speed movement of large files or large collections of files over wide area networks (WANs).

FSS

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

20x

38x

150x

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TOFROM

HFTHIGH SPEED DIGITAL VIDEO FILE

TRANSFER AND STREAMING

Limited &

Inefficient

Boundless &

Efficacious

SmarterCommerce B2B


of disaster recovery data synced across the country

every day

2TB+Offering sports, cinema and entertainment channels to 4+ million customers while working with 250 post-production partners to provide short-form media content required an upgraded broadcast workflow that could handle the contribution process and streamline broadcast operations.

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“Our primary objective with this new implementation is to shorten lead times on material procurement. We are looking to achieve maximum velocity to on-air playout with high-performance media ingest, delivery and distribution workflows.” – Head of Broadcast Operations

video distribution

HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMINGHFT


DIGITAL AND MOBILE BROADCAST EXECS LIKE BRYAN ARE FACING LARGER FILE SIZES AND EXPONENTIAL STREAMING GROWTH

UltraHD/4k video files can be in excess of 40GB each

Video will account for 79% of all IP traffic in 20181

World Cup streaming topped 4.3Tbs in 20142

Online TV viewers will cross a critical tipping point in 2014, surpassing 50% of the US internet user population3

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HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING

Apple’s iTunes™ Store, Microsoft’s Xbox LIVE Marketplace™ and Amazon Video On Demand™ require predictable delivery time and highly concurrent transfer throughput are critical to meet to the rapid release cycles for their popular portals.

HFT

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

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IBM ASPERA HIGH SPEED FILE TRANSFER HELPS BRYAN’S ORGANIZATION UNLOCK LIMITS TO FILE TRANSFER & STREAMING SPEED AND DISTANCE

Bryan’s team can utilize web, mobile, desktop or server clients for ingestion to the cloud, local storage or both.

Reduce dependencies on CDNs and peering servers to achieve exceptional customer experiences.

Transfer large file sets like advertising videos from third parties 100x faster than before.

Security is a high priority at telecom providers and Bryan can take comfort that his solution is compliant.

TRANSFER

HOW TO MAKE

IT HAPPEN:

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FASTERKNOW

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• File workflow and routing

• Advanced user and server management

• Complete monitoring and reporting

• High-availability configuration (active/active or active/passive)

• Extensive API support for embedding into existing transport solutions

HFT

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IBM ASPERA HIGH SPEED FILE TRANSFER HELPS BRYAN’S TEAM PROVIDE BETTER CUSTOMER EXPERIENCES THAN EVER BEFORE

Bryan’s broadcast team is supporting a sporting event being shot in 4k an is concerned about missing SLA deadlines due to the inability to receive and organize inbound video contentincreased volumes and file sizes.


“Aspera is now our approved standard for transferring

content around the world."

Director of Post Production Content Security at Universal Pictures

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

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END USER DELIVERY

Bryan’s team does not have the budget or the time to make any significant improvements to his

company’s physical network hardware or cable infrastructure.

Security requirements for the content is at an all-time high as Bryan’s company is the sole provider of broadcast and online viewing of the sporting event.

Bryan’s group decides to deploy the IBM Aspera High Speed File Transfer solution in order to overcome bandwidth limitations with traditional IP file transfers.

The team is able to deliver live 4k event video to the cloud CDN (requires Aspera on Demand) for transcoding and broadcast all over the world.

Bryan’s team now has the ability to

move huge 4k broadcast video files quickly and securely

to cloud or on premise repositories

for delivery to end users.

HFT


IBM ASPERA PATENTED FASP TECHNOLOGY DELIVERS BLISTERING SPEEDS REGARDLESS OF TRADITIONAL FILE AND NETWORK LIMITATIONS

Maximum transfer speed,

bandwidth utilization and maximum I/O

throughput on any storage

platform regardless of

number or size of files

HOW TO MAKE

IT HAPPEN:

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• Deployed across enterprise servers, private, public and hybrid clouds

• Powerful and flexible security model combining authorization, user management, and access control

• Search, filtering, and sorting capabilities

HFT

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FILE SIZEINDEPENDENT

DISTANCEINDEPENDENT

Transfer, replicate or synchronize your data in all types of scenarios: one-to-one, hub and spoke, unidirectional and multi-directional

INFRASTRUCTURE AGNOSTIC

Locate your big data anywhere and move it seamlessly with high-speed,

secure transfers

ANY DEPLOYMENT

MODEL

ON PREMISE CLOUDHYBRID


HSS

Speedy & Reliable

Sluggish & Unpredictable

SmarterCommerce B2B

TO

HIGH SPEED DATA CENTER AND

CLOUD SYNC


reliability and service levels

operational and resource costs

One of the largest telecommunications, mobile and television providers in North America utilizes IBM high-speed file transfer to enable large scale ad ingest with high reliability and lowered operational costs.

Higher

Lower

HIGH-SPEED DATA CENTER AND CLOUD SYNC

Better telecommunications

HSS


Reduce the time to send and

receive secure files even across remote or poor

data connections at

up to 100x faster than

standard protocols like

FTP.

Cloud and mobile growth means CSPs must synchronize more data than ever between

data centers and user systems

Big data social, customer and network analysis data archival

Media content distribution for streaming or broadcast

Data migration of CDR records for mobile usage and location

Remote sync of data centers and servers for disaster

recovery

DATA SETS GET ARE GETTING BIGGER AND CSPs ARE OFFERING MORE VIDEO CONTENT AND BIG DATA SERVICES

HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

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LARGE DATA

FILES & SETS


IBM Aspera Sync intelligently

recognizes changes and file system

operations, instantaneously synchronizing of

millions of files and multi-terabyte file

sets at multi-gigabit transfer speeds to remote peers with

encryption in transit and at rest that

assures maximum security of business-

critical digital assets.

IBM ASPERA HIGH SPEED SYNC DELIVERS FASTER, MORE RELIABLY AND MORE SECURELY THAN RSYNC

Exabytes of data are created

every single day

2.5 1000x

IBM Aspera High Speed

Sync is up to 1000 times faster than traditional

rSync

40%

Current per annum

growth rate in enterprise storage each

year

HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE


IBM Aspera FASP technology is an

evolutionary leap in rapid file movement virtually eliminating time constraints and

throughput bottlenecks on even the most fragile and

underpowered networks.

IBM ASPERA HIGH SPEED SYNC GENERATES SIGNIFICANT SPEED IMPACTS WITHOUT ANY HARDWARE OR NETWORK ENHANCEMENTS

in network utilization.From 2% to 99% for file transfers.

Transfer that was taking 10 hours now takes 26 minutes.

in process turnaround time.Media collection to broadcast from 6 to 1.5 days.

20X + FASTER

4X REDUCTION

97%INCREASE

HIGH-SPEED DATA CENTER AND CLOUD SYNCHSS

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

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Agenda





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IBM is dedicated to your success, in your industry

Unparalleled

Industry Expertise

• Accelerate solution design and thorough business process expertise

• Reduce project risk with reusable implementation patterns and support for industry standards

• Providing services to the top 20 telecom providers worldwide.

Extensive Industry

Support Community

• IBM partners with the top communications providers in the world to invest in innovative design, functionality, and integration

• Dedicated resources within Global Business Services with an average of more than 10 years of experience

• Services organization closely aligned with software products to effectively translate technology into business outcomes

Significant Technical

Investment

• Over $3 billion invested in the last 3 years to create a truly smarter approach to commerce

• Integrated products for easier implementation and increased speed to value

• Synchronized product roadmaps across software portfolio

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© 2014 IBM Corporation32