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Current thinking. Subject to change.
Rory Murphy Head of Digital Media Propositions & Customer Engagement BT Wholesale
March 2011
BENEFITS OF BUILDING AN IN-HOUSE CONTENT DISTRIBUTION NETWORK (CDN)
Current thinking. Subject to change.
CONTENT SERVICES FROM BT WHOLESALE
BT owns & manages the largest communications network in the UK
Provides a wide range of digital media distribution services to the entertainment industry - for 50+ years
Media services incorporate BT Media & Broadcast, BT agilemedia & BT Wholesale Content Services
Introducing a new approach to content distribution & delivery - developing broadband as a TV platform
Content Connect (CC) - a CDN built to address exponential growth of broadband video traffic
Current thinking. Subject to change.
BT WHOLESALE & ISP BROADBAND MARKET
Broadband Subscriber Numbers Q4 2010
Total Broadband Subs 19,620,484
BT Wholesale (DSL) 7,979,755
LLU Lines 7,489,629
Virgin Media (DOCSIS) 4,011,100
Other (Kingston etc) 140, 000
~19.5 million UK broadband lines BT Wholesale provides broadband:
– to around 8m UK homes & businesses – to 600+ fixed & mobile operators & ISPs– BT investing £2.5bn in fibre & continuing to roll out
advanced copper broadband – broadband services provided on an open wholesale
basis
(Source: Enders Analysis)
Current thinking. Subject to change.
MARKET CONTEXTINTERNET VIDEO TRAFFIC CONTINUES TO RISE IN UK AND AROUND THE WORLD
• BBC iPlayer reported a record 101.3m online TV content requests in Jan 2011• Virgin Media BBC iPlayer TV requests were an additional 25m• Ericsson believes IP video will grow to over 90% of network traffic in the next few years• Cisco predicts global internet video will increase from 2.7 to 19.5 exabytes (1m larger than terabyte) by 2014
PROLIFERATION OF INTERNET ENABLED DEVICES DRIVING CSP/CDN STRATEGY
• Redshift research found 35% of UK viewers watch more TV on mobiles than 2 years ago • Content Providers use multiple CDN partners for greater reach, burst and economic benefits• The rise & range of connected devices offers Content Service Providers increasing options to reach their customers
Current thinking. Subject to change.
Off-Net
Edge-Net
On-Net
A MANAGED NETWORK DELIVERY
Current thinking. Subject to change.
CONTENT DELIVERY IN A MANAGED NETWORK
Off-net delivery service incurs the end to end costs CDN Core & Backhaul Access
Over-The-Top (OTT) delivery fragments the end to end costs
CSP incurs CDN costs ISP incurs network costs
On-net managed networks can balance between cost & quality
To deliver a consistent experience to the end user To provide cost effective delivery
Current thinking. Subject to change.
Content Connect
100% UKCoverage
Basic
~8m BTWUsers
Standard Premium
LLUNetwork Users
Custom
Basic: routes traffic via Internet and is comparable to standard ‘Over The Top’ Internet CDN delivery. Broadband access is not part of this serviceStandard: enables ISPs to present content to BT for caching within BT Wholesale’s broadband access network to participating ISPs’ end usersPremium: provides advanced quality of service within the broadband access network to assure delivery to end usersCustom: Extension and integration of CC into LLUOnetworks with agreement of third party operators
BT WHOLESALE’S CONTENT CONNECT FAMILY
Sold to CSPs only
Sold to ISPs only
Sold to ISPs only
Sold to LLUOs
only
Current thinking. Subject to change.
Content Connect
100% UKCoverage
Basic
~8m BTWUsers
Standard Premium
LLUNetwork Users
Custom
Basic: routes traffic via Internet and is comparable to standard ‘Over The Top’ Internet CDN delivery. Broadband access is not part of this serviceStandard: enables ISPs to present content to BT for caching within BT Wholesale’s broadband access network to participating ISPs’ end usersPremium: provides advanced quality of service within the broadband access network to assure delivery to end usersCustom: Extension and integration of CC into LLUOnetworks with agreement of third party operators
BT WHOLESALE’S CONTENT CONNECT FAMILY
Sold to CSPs only
Sold to ISPs only
Sold to ISPs only
Sold to LLUOs
only
CDN KEY FEATURES WCC BASIC WCC STANDARD WCC PREMIUM
Download/Streaming from Edge Caches to End Users
YesDelivery via Internet only
YesDelivery via ISP Network
YesDelivery Via ISP Network &
QoS
Origin Server Access Yes Yes Yes
Geo blocking Yes (UK) Yes (in ISP Network) Yes (in ISP Network)
Content Storage Yes Yes Yes
Usage Reporting & Billing Yes Yes Yes
SLAs for Performance, Reliability & Resilience Yes Yes Yes
Current thinking. Subject to change.
… TO ADDRESS NEEDS OF ISP & CSPs ALIKE- Achieving full UK broadband coverage for all CSPs
Priority Delivery
CC PREMIUM
Quality of Service
ISP Network Product
CC STANDARD
Superior delivery
Core Internet CDN
CC BASIC
100% UK Coverage
Featu
res &
Cap
ab
ilit
y
Timeline
Offering network bandwidth & core CDN services via IP address management
Serving video content within ISP networks or via ‘Over-The-Top’
internet delivery route
• Basic: OTT Delivery• Standard: ‘Through the
network delivery’• Premium: QoS
‘Premium’ in addition to Standard
Current thinking. Subject to change.
ISP Network21CN
CC Content Caches
CC Premium
BackhaulDSL
CC Standard
MSANCC Basic & all otherinternet CDN traffic
BRAS
WCCOrigin Server
CSPOrigin Server
ISPOrigin Server
WWW(Internet)
CC Basictraffic
CONTENT CONNECT ARCHITECTURE
Current thinking. Subject to change.
A DEDICATED SERVICE PORTAL FOR PARTNERS
Developing a secure destination zone for Content Connect partners to manage their business
• Content management, cache deletion…• Skytide insight for performance, reporting &
analytics across all ISPs• Ability for CSPs to view volume & actual content
(url) delivered by ISPs• Fault management & help features• Service management & training• Access to billing information• Network status visibility
All under one wholesale.com security & authentication wrap
Current thinking. Subject to change.
BT WHOLESALE CONTENT CONNECT
BROADBAND VIDEO DISTRIBUTION FOR UK PARTNERS BT sees broadband as a video delivery platform & a viable complement to DTT, Cable or Satellite
A NETWORK CDN Deployed deep in BT’s network A basic OTT option & plans to introduce a managed service variant for 3 rd party networks
A QUALITY USER EXPERIENCE CC Assured provides traffic prioritisation in the broadband access network delivering a predictable &
consistent user experience
TRANSFORMING THE COMMERCIAL MODEL Establishing a new commercial model for content delivery which brings the ISP into the ecosystem
& offers greater choice for CSPs
INSIGHT AND OPERATIONAL SIMPLICITY A single reporting portal for deeper audience & operational insight with industry leading reporting
system from Skytide
Current thinking. Subject to change.
THANK YOU
Exchanges
BT WholesaleBroadband, data, voice
Managed network services
Homes/businesses
THE UK WHOLESALE MARKET
Copper
OpenreachAccess products (LLU, WLR, GEA, Backhaul)
Copper
Fibre
Fibre