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Presentation Notes

Paul Southern, Pasoco Pte Ltd

Paul Southern

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Thursday 15 August 2013, 4-530pm

60 (plus Q&A)

IEEE Broadcast Technology Society Singapore Chapter

Franklin at Level 11, Connexis South Tower, 1 Fusionopolis Way, Singapore 138632

CDN

Public, non NDA. A*Star, NUS. IEEE members

Press Announcement: https://meetings.vtools.ieee.org/meeting_view/list_meeting/19605

Host: Guo Huaqun (I2R)

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Paul Southern • 25 years in IT, telco, media and digital

experiences • Large MNCs and startups • Mature and emerging markets on 6 continents • IPTV/OTT, cloud, CDN, Asianization, UX • Sales, strategy, CTO, business development,

development, support, Professional Services, consulting, founder

• CTO APACcache

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Internet megatrends

Drivers for CDN

Enterprise CDN

Transparent caching

Future of CDN

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Internet megatrends

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Internet megatrends 1

• Cloud: 1/3 of all data will live in the cloud by 20201, 2/3 of all workloads2

• Media: More than 90% of Internet traffic will be video by 20151

• Mobile: 50 billion / 10:1 devices per internet user by 20202

• Security: Cyber attacks cost companies up to $100,000/min3

Sources: 1-Cisco, 2-Akamai 3-McAfee, all c/o Akamai

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Internet megatrends 2

• 45% of world’s internet users in Asia1

• 11m new users every month1

• 64% of Asians purchased online2

• $1T, +21% global eCommerce revenue in 20122

• 69% of Asians watch internet video1

• 2X India online video consumption 2011-20133

Sources: 1-We are social, Oct. 2012, 2-eMarketer, Feb. 2013, 3-Comscore,

May 2013, all c/o Akamai

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Media explosion

• Media traffic Tbps

– 2006 = 1

– 2009 = 2.6

– 2012 = 10

– 2015 est = 50

– 2020 est = hundreds

Sources: Akamai

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Internet traffic: NA, Asiapac

Sources: Sandvine

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Enterprise architecture

• Old – Email access & corporate apps, using corporate PC

– Static website for information

• New – Datacenter & dynamic website

– Corporate apps

– Branches & corporate WAN

– Intranet & VPNs

– Cloud providers (IaaS/PaaS, private/public)

– SaaS/App providers (Salesforce, Office365, etc)

– Business partners, esp SCM, CAD/CAM, media

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Drivers for CDN

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Drivers for CDN

• The internet – topology, investment, ownership

• Users’ expectations

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℗

Driver #1 – The internet

• The internet is a collection of nodes and links

– National operators

– Transnational operators

– Peering points & bottlenecks

– Access control

• Commercial considerations

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℗

Delivering internet content

• Backends (eg: CMS) to web-servers to NICs to the internet

• Multiple operators & bandwidth costs

• Last mile

• Last meter

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Southeast Asia

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Example: Changi Cable Landing Station

• Station Name: Changi Cable Landing Station, or Changi CLS

• Station Owner: Singtel

• Available Backhaul Providers: Singtel, Tata, Pacnet, etc.

• Submarine Cable Systems: – AAG

– APCN

– EAC

– TIC (Tata Indicom Cable)

– TGN-IA

– TIS (Thailand-Indonesia-Singapore)

– MIC-1 (Moratelindo International Cable-system One)

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CDN math for 2020

• Demand (at the edge)

– 1.5B Primetime Viewers x 7 Mbps = 10,000 Tbps

– 400M Lines x 25 Mbps = 10,000 Tbps

• Supply (at the core)

– 100 Major Networks X 5 Tbps = 500 Tbps

• 500/10,000 = only 5% of demand served !

Source: Akamai, Jan 2013

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Driver #2 – Users’ expectations

• Users’ expectations OR brands’ offerings ?

• Latency – page load, video choke, etc…

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Latency: the business impact

• A 0.1sec increase in loading time… = a 1% decrease in sales. (1% of Amazon’s 2012 sales = $480M)1

• A 0.5sec increase in loading time… = a 20% decrease in traffic and ad revenues.2

• After 3sec wait… 57% of users give up, of which 80% never come back.3

Sources: 1-Amazon c/o Ericsson, 2-Google c/o Ericsson, 2-Edgecast

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CDN beginnings

• Pre-CDN technologies for websites: server farms, hierarchical caching, caching proxies.

• Akamai (ex MIT) accelerates on-demand “Breaking News” video.

• In parallel:

– Big ISPs & Hosters build their own CDNs.

– CDN network operators enter market.

• Cloud provider deploy CDN (and vice versa).

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CDN today

• [ BTW, our browsers cache ]

• Proprietary CDNs – Google: YouTube, Apple: iTunes , etc…

• Multi-tenant CDNs for enterprise – Objects, downloads, video

– AJAX/JQuery CDNs (hosters)

– Hybrid / partnerships per-country

• Other CDNs – Mobile CDNs

– Aware CDNs, eg: location, device, language • Transcode, ad-serve

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Enterprise CDN

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Enterprise CDN

• Purpose:

– Enterprise offers users a better experience

• Faster page-loads, response times

• Video-quality

• Players:

– Enterprise = buyer

– CDN operator = seller (nodes and networks)

– ISPs = partner of CDN operator

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Objects, Static & dynamic

• Static websites

– Cached objects

– Images

– Large files (eg: EXE’s, updates)

• Dynamic websites

– Not cached per se

– Route accelerated

– Compute accelerated

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Traditional CDN

• Traditional CDN (static, DSA) – Spread load, handle surge/spike/route failure – UX – faster loading / playing – Subcontract delivery – Essential for upsell, paid/premium content

• Enabled by: – Presence at edges – Secret sauce, capture and redirect – On-demand propagation – Ability to scale, speed, per-geo, etc… – Price (versus competitors) – Enterprise must balance ROI

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CDN’d objects http://i2.cdn.turner.com/cnn/dam/assets/ 130620233110-singapore-haze-6-horizontal-gallery.jpg

17KB image

evernote.s3.amazonaws.com

xxxx.ak.fbcdn.net

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CDN’d objects

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Traditional CDN – how it works

• Content delivery component – Origin server and a set of edge servers (surrogates) to replicate

content

• Content distribution component – Moves content from the origin to edge servers and ensures

consistency

• Request-routing component – Direct user requests to edge servers – Interact with the distribution component to keep an up-to-date

view of content

• Accounting component – Maintains logs of client accesses and records usage of the

servers – Assists in traffic reporting and usage-based billing

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ChinaCache example

Government E-Commerce

Media

Finance

Games

ICPs

ISPs

Enterprises

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Video

• Live vs On-demand

– Live = in realtime, concurrent, multicast

– On-demand = not realtime, unicast

• Big live events

– Inaugurations, weddings, sport events, chats

• Obama 2010 on CNN.com: 1.3m

• Royal wedding 2011 on Akamai: 2.9m + Others

• On-demand

– Esp viral video, breaking news

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Plugins

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Dynamic site acceleration (DSA)

• Oftentimes webpages are compiled (ie: html generated) when a user does something, eg: next.

• DSA doesn’t work well for – Highly volatile data & extreme accuracy needed, eg: seat availability – Compute – Search

• DSA accomplished by – TCP optimization – Route optimization – Connection management – On-the-fly compression – SSL offload – Pre-fetching

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Transparent caching

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The ISP’s dilemma #1b

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The ISP’s dilemma #1a

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The ISP’s dilemma #1c

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Transparent caching

• Purpose:

– ISP to reduce cost of international bandwidth

• Players:

– Enterprise = not involved

– CDN operator = seller (nodes)

– ISPs = buyer

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TC – performance

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TC – performance

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TC – What matters

• Locked-in matters: commodity versus proprietary hardware (and software)

• Origins matter: cache the expensive origins

• All operators matter: wholesale transparent cache (TCaaS)

• Meetme’s matter: cloud and CDN

• Rackspace matters: plethora of private CDNs

• Measurement matters: P2P will always be big

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Future of CDN

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CDN vs Cloud

• Cloud centralized & CDN at edge – Complementary

– CDNs doing cloud, Clouds doing CDN

– Eg: Microsoft Azure CDN, Amazon AWS (S3, EC2, Cloudfront)

• Many origins in cloud, eg: in AWS – Especially good for large object, eg: AWS S3

• ChinaCache’s Orca – Management systems in cloud (prov, billing, mtc)

– Objects from origins moved to cloud (new origin) then cached

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Future of CDN

• CDN standards / federated CDNs

• Off-the-shelf application-specific mini-CDNs, eg: – Learning environments with interactive

• Similar to Go To Meeting, Webex

– Digital signage

– CSN / Content Service Netwokr

• Partnerships – CDN operator + Cloud / Carrier / Hoster

• Proprietary networks – Differentiation, plugins

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Future of CDN

• Service-Oriented Architecture

– Content management based on users’ preferences

– Personalization based on data mining

– Convergence with big-data systems

• Edge compute & DSA

– Scripts, animations, DHTML, XML

– IOT / internet of things

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Thank you Questions? paul@pasoco.biz