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How Service Providers Can Optimize Video Delivery with CachingJuly 2011

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The Value of Content Aware Networking with Transparent CachingPresented by

Gary Southwell

What is driving Over-the-Top (OTT) Content?

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Video:

BTI WideCast deployments now see NetFlix routinely consuming more than 30%-50% of Bandwidth in peak periods

OTT Content: More than just Internet Video Transfer ContentSoftware Updates7000 6000

(MB)600 0MB

Games, Apps, File Sharing HTTP Downloads

5000 4000

3000 2000 1000

3 M B

38 MB

150 0MB

Company Confidential. Distribution of this document is not permitted without written authorization.

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The Application of Content Aware NetworkingMarket Opportunity

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The Need:

OTT Explosive Growth

Operators need to get control of their operating costs Bandwidth demanded is more than doubling every year

Puts the Operators back in Control of their business model Build a better HSI-Service

Faster Internet Downloads Better streaming experience

ISPs own the subscriber

Immediate video start w/o interrupt QoE Opens up new service models

Telcos & MSOs can take back control of their business models HSI services expenses continue to rise

Tiered HD OTTop for a flat Mo. fee Lower Data Caps w/o losing customers

Traffic Reduction

Video Delivery Time

Service Revenue

Cost per subscriber

The Need

=

+

Company Confidential. Distribution of this document * CDN = content distribution network is not permitted without written authorization.

What is a Network Aware Transparent Cache ?

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Policy based Solution that looks at every packet for cacheable content Caches only desired popular content for local play-out Addresses all cacheable content Internet video, music, games Graphical Images Software updates All large objects Operationally Low Impact to operate Non Stop Forwarding architecture Automatically updates content Automatically responds to shifting user trends No need for active management of content No need to negotiate with content owners A dramatic alternative to the Labor intensive CDN With up to 10x the top and bottom line impactCompany Confidential. Distribution of this document is not permitted without written authorization.

Benefits of Transparency

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Transparent to the content source

Preserves application logic Ensures content is up-to-date

Transparent to the subscriber

Better performance automatically No visibility to IP addresses of cache virtually eliminates opportunity to infiltrate the solution

Ensures adherence to regulatory measures

Example: Digital Millennium Copyright Act (DMCA)Company Confidential. Distribution of this document is not permitted without written authorization.

How True Transparency WorksEmail, FTP, IM, VoIP etcbypasses cache

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PacketVX goes in line 10G or 1G connectivity

IP agnostic invisible to routing layer can not be attacked Service grade 5-9s Policy based router. 20 millisecond failover equipment redundancy High Speed Internet Service always stays up

even during cache upgrades or outages.

Cache automatically caches large objects and Flash based streams

Completely transparent to the Subscriber and the Origin Origin sees every request- knows what content was deliveredCompany Confidential. Distribution of this document is not permitted without written authorization.

Improves Upon & Complements Traditional CDN Approach Todays CDN Scenario Access Network oversubscription creates congestion Streamed bit rate drops to the minimum QoE is poor Congestion

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Core Data Center

Last mile

Intelligent Edge Scenario Simplified content delivery with an SLA Avoids congestion Stream bit rate runs at maximum Smooth play out

Allows offering an even better CDN w/ Considerable Cost ReductionCompany Confidential. Distribution of this document is not permitted without written authorization.

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Transparent Cache Solution

30%-40% reduction in traffic for Service Provider - costs savings

Growing in line with video traffic -Proven to slow growth 60%

Saves on CDN $/GB Charge rates for OTT CPs

Each GB served from cache saves Netflix $s Possibility to Share with ISP

Popular Content

Data Analytics on a local basis

Local loop Play rate capacity knowledge Mix of traffic Subscribers are viewing

Non Netflix as well as Netflix

Internet

Metro/Core

MSAN/CMTS

Less PopularCompany Confidential. Distribution of this document is not permitted without written authorization.

WideCast

Content Aware Networking Value Production Environment Results Snapshot0 .

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Company Confidential. Distribution of this document is not permitted without written authorization.

0 o . b l g a s m t c e r i d

g i b o c . e m a h s f

o d a m c . e b m o c . e n r u t

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Popular content types addressed with solution

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Content Aware Networking - Analytics Network Operator Measured ValueKey Factors

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Cache Productivity the difference between aggregate bandwidth delivered (to subscribers) relative to bandwidth required to source new content ISP Transit Peering Costs a reduction in charged bandwidth to access the InternetBandwidth Delivered Bandwidth Incoming

Results

20-30% peak bandwidth savings (Internet sourced vs. subscriber delivered)

Defers network capacity upgrades (aggregation/middle mile, and core)

Up to 35% cost reduction/savings on cacheable backhaul bandwidthCompany Confidential. Distribution of this document is not permitted without written authorization.

WideCast Transparent Cache End User Value 10x faster response time SLA

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Cache Session ThroughputThe improvement users report in terms of network performance and reduced call center volume, far exceeds what would be expected just looking at the bandwidth we save or generate.

Transit Session Throughput

End User test results 7-14 times improvement in end user throughput for Cached Media. Provides huge competitive advantage Promotes top tier broadband packages

Company Confidential. Distribution of this document is not permitted without written authorization.

Questions?Thank you for attending todays webinar and thank you Dan and your team at StreamingMedia for hosting todays session.

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For more information on Widecast and transparent caching, please visit www.btisystems.com and download our latest white paper on transparent caching Please email me directly at gsouthwell@btisystems.com

Company Confidential. Distribution of this document is not permitted without written authorization.