DCIA P2P Advertising Upfront

Jeff RichardsVice President, Digital Content Services

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Highlights

1. Evolution of Content Delivery

2. Challenges

3. Opportunities

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Why VeriSign and P2P?

+ More than $1.5B invested in digital

content over the last 4 years▪ The “brand behind the brand” in mobile

and broadband▪ Acquired Kontiki in March 2006

+ Sit in the middle of more than 25B

Internet transactions – every day

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Content Delivery Networks – An Evolution (As Predicted)

1st Generation CDN 2nd Generation CDN 3rd Generation CDN

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Challenges

1. Respecting the PC

2. Security

3. Commercial P2P vs.

File Sharing

4. “Traffic Shaping”

5. Business Models and

Economics

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Commercial P2P vs. File Sharing

Continuous management of QoS▪ Packet level monitoring to guide QoS

▪ Detect and avoid congestion anywhere on path between two clients

▪ Quickly connect to many peers and find best sources sooner for faster delivery

Poor management of QoS▪ Can’t monitor packets to guide QoS

▪ No non-local detection of congestion

▪ Slower connection start-up, and fewer simultaneous connections – you find good peers slower.

24x7 grid servers▪ Ensure content is available

▪ Supports grid streaming

No central server▪ Leads to unreliable performance

▪ No support for grid streaming

Data transfer over UDP▪ Faster performance for consumers

▪ Bandwidth savings for content providers

Data transfer over TCP IP▪ Packets must be delivered in order

▪ No firewall-to-firewall content serving

Smart, local peering▪ Topologically optimized peer assignment

▪ Faster downloads for consumers

▪ Minimize congestion at peering points

▪ ISP friendly

Random peer assignment▪ No knowledge of network topology

▪ Poor download speed for consumers

▪ Increased traffic at network peering points for ISP’s

Pristine content▪ Virus checks on every file

▪ Digital signature verifies every file is a bit-perfect copy of the original.

▪ Signed metadata

Content of varying quality▪ No virus checking

▪ Possible file corruption or malicious substitution

▪ Metadata can be corrupted

Authorized publishers only▪ Every publisher is authorized

▪ Every file has a trusted VeriSign digital signature

Questionable authors▪ Anyone can publish anything, including illegal,

infringing, infected content

▪ No digital signatures, or unknown signers

Leading digital rights management▪ Tightly integrated with commercially accepted

DRM standards

▪ Leading commercial DRM standards. Integrated with MSFT now. IN the future, Real, Adobe.

No digital rights▪ No digital rights management (DRM) integration

VeriSign’s Peer Assist TechnologyTypical File Sharing Technology

Continuous management of QoS▪ Packet level monitoring to guide QoS

▪ Detect and avoid congestion anywhere on path between two clients

▪ Quickly connect to many peers and find best sources sooner for faster delivery

Poor management of QoS▪ Can’t monitor packets to guide QoS

▪ No non-local detection of congestion

▪ Slower connection start-up, and fewer simultaneous connections – you find good peers slower.

24x7 grid servers▪ Ensure content is available

▪ Supports grid streaming

No central server▪ Leads to unreliable performance

▪ No support for grid streaming

Data transfer over UDP▪ Faster performance for consumers

▪ Bandwidth savings for content providers

Data transfer over TCP IP▪ Packets must be delivered in order

▪ No firewall-to-firewall content serving

Smart, local peering▪ Topologically optimized peer assignment

▪ Faster downloads for consumers

▪ Minimize congestion at peering points

▪ ISP friendly

Random peer assignment▪ No knowledge of network topology

▪ Poor download speed for consumers

▪ Increased traffic at network peering points for ISP’s

Pristine content▪ Virus checks on every file

▪ Digital signature verifies every file is a bit-perfect copy of the original.

▪ Signed metadata

Content of varying quality▪ No virus checking

▪ Possible file corruption or malicious substitution

▪ Metadata can be corrupted

Authorized publishers only▪ Every publisher is authorized

▪ Every file has a trusted VeriSign digital signature

Questionable authors▪ Anyone can publish anything, including illegal,

infringing, infected content

▪ No digital signatures, or unknown signers

Leading digital rights management▪ Tightly integrated with commercially accepted

DRM standards

▪ Leading commercial DRM standards. Integrated with MSFT now. IN the future, Real, Adobe.

No digital rights▪ No digital rights management (DRM) integration

VeriSign’s Peer Assist TechnologyTypical File Sharing Technology

◄ Not an “open network”

◄ Designed to protect copyrights

◄ Topology-aware, “ISP-friendly”

◄ Consistently delivers high-quality

end user experience

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Opportunities

1. Collaboration (Really)

2. Building on High Profile

Commercial Adoption

3. Business Models and

Economics

+ Advertising

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Growing Momentum for Commercial P2P

+ “Early adopters” BBC, Channel4, Sky and others are starting to see

widespread success and coverage

+ BBC: 120,000 client downloads in 1st week

Thank You

Jeff RichardsVice President, Digital Content Services

Email: jrichards@verisign.comBlog: http://blogs.verisign.com/demandinsights