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BROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALS. P2P Media Summit Addressing the cost and performance challenges of digital media content delivery. Presentation by Andrew Parker, CTO ( [email protected] ). MUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORS. - PowerPoint PPT Presentation
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Presentation | P2P Media Summit
CacheLogic Advanced Solutions for P2P Networks
Presentation by
Andrew Parker, CTO([email protected])
P2P Media Summit
Addressing the cost and performance Addressing the cost and performance challenges of digital media content challenges of digital media content deliverydelivery
BROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALSBROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALS
MUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORSMUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORS
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Introduction to CacheLogic Market leader in the provision of P2P
management solutions to the ISP/telco sector
P2P-Management Protocol-based P2P recognition and on-
network caching solutions
Streamsight Analysis Network Layer-7 application layer DPI network
providing Internet traffic analysis for ISPs
VelociX Hybrid peer-assisted platform for digital
media delivery Large object, digital asset delivery service for
content owners: film, video, broadcast, music and software vendors
Global Coverage and Support
Commercial Overview Headquartered in Cambridge, England,
regional offices in the USA and Singapore
July 2006: closed $20 Million Series C funding round
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
P2P as future of distribution
P2P has been at the forefront of theexponential growth in demand for online digital media
1999 to present: fuelled by Napster, KaZaA, eDonkey and BitTorrent
More than 60% of P2P traffic is video
Asia - 50% Objects > 2.5Gb !!
P2P usage is widespread and growing 2004 – 3 million unique IP addresses in 30 days 2006 – 3 million unique IP addresses in 8 days
Continuing Impact on ISPs 50-65% of downstream traffic is P2P 75-90% of Upstream Traffic is P2P
CacheLogic Research Breakdown of File-Types on Major P2P Networks - 2006
CacheLogic ResearchInternet Protocol Breakdown 1993 - 2006
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
P2P is a global phenomena
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Why is P2P so attractive ?
Decreasing Revenue per GB Big disparity between Audio and Video HD will make this problem even worse
iTunes $1.00 (5Mb Audio) $1.79 (500Mb Video)
DVD - 5Mbps x 90 minutes 3.5GB
Rental Model:
Commercial value ~ $3.50
Value/data density $1 per GB
Purchase Model:
Commercial value: $16.00
Value/data density $4.57 per GB
MP3 Single (e.g. iTunes)
Typical MP3 file size 5MB
Commercial value $1.00
Value/data density $0.20 per MB/$200 per GB
Scalability Existing distribution and streaming
technologies penalise content owners for success!
The economics of P2P delivery are much closer to broadcast economics
Presentation | P2P Media Summit
CacheLogic Advanced Solutions for P2P Networks
Sounds Great….But
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Today’s Internet is not Designed for Symmetric Traffic The Internet has been
built on the premise of core-to-edge distribution
High Capacity Data Centres, Large Core, Asymmetric Small Edge
Cost and performance optimised by Peering and Private interconnects with content
P2P places the burden of content distribution on the access network
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Broadband Access Network Design - DSL ADSL and Cable modem were
designed for asymmetric traffic Web VOD
ADSL Download <7Mbps Upload < 800kbps 11:1
ADSL2+ Download <24Mbps Upload < 1Mbps 24:1
Asymmetry is increasing
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Impact of P2P on Service Providers – Transit/Peering 50-65% of downstream traffic is
P2P
P2P is expensive bandwidth In most countries 90% of P2P
traffic crosses international boundaries
P2P applications aggressively consume all available bandwidth
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Impact of P2P on Service Providers – Access P2P is inherently symmetrical
Most traditional protocols are download orientated (e.g. web)
This makes Peer-to-Peer a huge problem for last mile providers
Responsible for 75-90% of upstream/last mile traffic on the network.
But … I thought P2P was making efficient use of “underutilised” upstream capacity in the network
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
VelociX: introduction
VelociX Performance Statistics:Comparison of content download times pure P2P vs. VelociX peer-assisted delivery
Parameters:60 minutes television programme (sample 1 - encoded at 1Mbps and sample 2 – encoded at 2Mbps) downloaded over a 10Mbps connection
BROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALS | MUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORS
World’s first multi-protocol peer-assisted media delivery platform - creating an environment for secure, scalable and cost effective media distribution to mass and niche markets
Economic benefits and scalability of P2P
Resilience, accountability and efficiency of a physical delivery network
Resolves ISP Neutrality
Key Benefits:
High-speed delivery
Mass audience scalability
Cost-effective large object distribution
Presentation | P2P Media Summit
CacheLogic Advanced Solutions for P2P Networks
CacheLogic, NTL, BitTorrent
How it Works
ContentP2P
Server Server
Legitimate content provided by theservice is placed on the Servers
Tracker ServerLook Up
The Tracker works as normal to findPeers that can support the download
If it is legitimate content, a cache is added into the Peer group.
The Results of the Trial
content: Film Hcomment: Unbelievable speed! 18 mins for a 1.2Gb file. Awesome!
content: Episode 3comment: 350mb in 5mins! epic!
content: Episode 2comment: 350mb in 7 mins!!!!???? awesome!!!
• Trialists on a 10 MB/s service saw a x14 average increase• Trialists on a 2Mb/s service saw a x9 average increase• Trialists on a 1Mb/s service saw a x6 average increase
It works! No longer upload constrained (& less upstream traffic)
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Summary Economics for existing content distribution are broken, and will get worse as
content continues to grow.
P2P can resolve the economic challenges, but is transferring the burden of the cost elsewhere…. The ISP
The ISPs interests can also be balanced, ala NTL Reduced costs Increased legal content to drive network usage and stop ISPs becoming
commoditised bit-pipes
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Thank You!
CacheLogic Advanced Solutions for P2P Networks
Presentation | P2P Media Summit
Traditional Content Delivery vs. P2P
Host
Backbone
Access
Consumer
Content Flows like this But in a P2P world it flows like this
Host
Backbone
Access
Consumer
Content Content