REEL, IncL. Gao, Jim Kurose, Shubho Sen Prashant Shenoy, Don Towsley

Overview who we are vision product value proposition customers competition competitive advantage risks open issues summary

The Team Lixin Gao: Assoc. Prof., UMass

ECE, 10 years in algorithms, networking

Jim Kurose: Prof., Chair UMass CMPSCI, 22 years in networking, multimedia; IEEE Fellow

Shubho Sen: PhD 2000, UMass CMPSCI; 7 years in networking, multimedia

Prashant Shenoy: Asst. Prof., UMass CMPSCI, 8 years in multimedia OS

Don Towsley: Distinguished Univ. Prof., UMass CMPSCI, 29 years in networking, multimedia; ACM, IEEE Fellow

By the numbers: eight patents approved

or pending 200+ research papers management experience:

~ $2M in annual research grant funding

CMPSCI Networks research group: 23 people

Streaming Media market

rapid demand for streaming media content 300,000 hours of Real Networks content produced a week (8/99) each of top 10 webcasts in 1999 attracted > 0.5 million viewers

(McKinsey Quarterly 2000) internet broadcast market to grow to $40 billion by 2003

(Aberdeen Group)

rapid broadband deployment into homes and businesses 70% of businesses connect via ISDN or better (InfoTech 12/99) broadband to the home: 8.3 million cable modem, 5 million DSL

and 0.5 million wireless broadband by 2003 (PC Computing 4/00) 30 million ITV capable houses by 2004 (Jupiter Comm.)

1st generation streaming media

single server, multiple clients end-end principle

homogeneous service not scalable: server, bandwidth

resources

server

client

client

2nd generation: passive cache

content replication, caching Akamai, Inktomi

enhanced scalability passive cache: homogeneous service

3rd generation: active proxy Client-tailored service:

pause live broadcast, time-shifted playback content insertion/specialization more ….

scalable, personalized service

active cache: client-tailored service

bufferingbufferingbufferingbufferingbuffering

insertion

pausecontinue

content

continue

What’s the Product

flexible proxy software running on commodity

systems two key components

– software infrastructure (backplane) for composition, integration of different services

– software implementing specific services

server

client

content insertion

from disk

record

to disk

What’s the Product

flexible proxy software running on commodity

systems two key components

– software infrastructure (backplane) for composition, integration of different services

– software implementing specific services

server

client

What’s the Product

flexible proxy software running on commodity

systems two key components

– software infrastructure (backplane) for composition, integration of different services

– software implementing specific services

framework/toolkit for rapid development of services

server

client

resumepause

Sample services

personalized VCR functionality for live, stored streaming media

timeshifted playback of live transmission, simultaneous recording

personalized content insertion ads, picture-in-a-picture

resource management bw reduction via caching, smoothing localized multicast

handling end system heterogeneity customized transcoding for thin clients, low-bw clients

Where do we fit in

Content

creation

Edge

customization

Local

Caching/

delivery

Local

customization

Server

customization

(limited)

Transport

over

backbone

Edge

delivery

Value Food Chain

Who benefits? end users - new, enhanced services ISPs - increase revenue, strengthen brand

reduce bandwidth usage offer value added services to differentiate from competitors offer tiered customer service

enterprises - enhanced tools, reduce costs asynchronous videocast - training, timeshifted playback of

corporate telecast content providers - increase revenue, strengthen

brand enhance viewer experience revenue sharing with ISP for enhanced content services targeted ads create new revenue opportunities from existing

content

Potential customers service providers

ISPs wireless SPs cable companies satellite delivery companies

content distribution networks e.g.: Akamai

end users home and business users

overseas markets

Competition space

Internet

2nd generation Internet streaming cache vendors Entera, Infolibria, Inktomi

Interactive TV Internet personal video agent

Jovio

Other players

internet streaming end-system product vendors Real, Microsoft, Oracle, Apple, IBM, Kasenna

web caching vendors Network Appliances, Cacheflow

personalization and customization services web customization - Chutney, Kurion, Purple Yogi

cable and interactive TV DIVA, Liberate, Scientific Atlanta, Actv, Opentv, ICTV, Aol-TV personal digital VCR : TIVO, Replay TV

wireless Packetvideo, Puma Tech

Potential partners/customers

Competitive Advantage team

combined expertise in streaming media, real-time systems and Internet protocols

proven track record as innovators in the field core technology: proxy

middleware: unique flexible, extensible architecture for rapid service development, customization, deployment

services: implemented set of standard services, customized add-on services

first mover advantage patent protection - Creates barrier to entry establish market dominance through superior

technology and strategic partnerships market is enormous - space for multiple players

NSF-funded UMass research effort

Multimedia proxy services

NSF grant: $1.3M over 3 years (ending 2002)

PIs: Gao, Kurose, Shenoy, Towsley

server/proxy/client prototype development

engine for generating/prototyping new ideas

Potential advisors

Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching”

Steve Willis: founder Wellfleet, Argon Nets Guru Parulkar: founder Growth Networks Sid Topol: former CEO Scientific Atlanta Andrew Vitterbi: founder Qualcomm, Linkabit Hamid Ahmadi: VP Research AT&T Richard Muntz: Prof. UCLA Raj Yavatkar: Tech. Manager, Intel Christophe Diot: Group leader, Sprint ATL John Rose: Director McKinsey (NY)

Risks

800 pound gorillas move into space:

MS, Akamai, Infolibria, Inktomi

narrow window of opportunity - need to

execute fast and execute well

degree of success partially tied to future

broadband penetration to home

Moving Forward business plan

customer interviews financials business model, marketing and sales strategy

business/management expertise transition: research project to commercial product

incorporation fulltime software development team funding

– What type of investors? Value-added, smart money

relationship with University

Summary

the product competition competitive advantage and risks open issues

Need to move fast !

Commercial Potential

ISPs/Cable providers: increased revenues though provision of enhanced services

MyVideo: any time anywhere personalized smart network video

Content providers: increase revenue by personalizing video delivery client-initiated customized ads

Businesses: asynchronous videocasting (e.g., training)

Plug-n-Play Services

record insert

VCR functionality Content insertion

Plug-n-Play Services

record

trans-code

VCR functionality Content insertion Bandwidth matching

And others: loss concealment multicast ...

record

trans-code

IP

CATV

wireless

Enabling/enhancing a new service infrastructure

First generation service single server, multiple clients end-end principle homogeneity in offered service

Enabling/enhancing a new service infrastructure

2nd generation service: cache between server, clients homogeneity in service enhanced scalability

Vision: enabling/enhancing a new service infrastructure

3rd generation service: proxy between server, clients client-tailored services enhanced scalability

Potential advisors

Technical Len Kleinrock: founder Nomadix,

Linkabit. UCLA Prof., “father of packet-switching”

Steve Willis: founder Wellfleet, Argon Nets

Guru Parulkar: founder Growth Networks

Sid Topol: former CEO Scientific Atlanta

Andy Vitterbi: founder Qualcomm, Linkabit

Raj Yavatkar: Tech. Manager, Intel Hamid Ahmadi: VP Research AT&T

Technical (more) Dick Muntz: Prof. UCLA Pawan Goyal: Ensim Christophe Diot: Group

leader, Sprint ATL

Managerial John Rose: Director

McKinsey (NY)

Potential Partners

Internet ASPs

Personalization and Anonymizer services

Interactive TV Liberate, Actv, Opentv, ICTV, Scientific Atlanta, Aol-

TV, microsoft