Download pptx - Mobile Network as Content Kingmaker

Andy Jones jonesthefone consultingChair – Layer123 Converged Backhaul & EPC Conference, London5th December 2012

(…but the network is the King-maker)

Andy Jones5th December 2012

Content Kings know that the Network is key…

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…and they don’t need the help of Telcos…at least in the Global “layer”


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Global Distribution requires True Global Reach…

…but how to extend Content Delivery to the local loop and the cell tower?


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“There is Nothing New Under The Sun”, (King Solomon, Book of Ecclesiastes)

OTT is nothing new…

PSTN

PSDN

PLMN

ISDN

Internet

…networking has always connected end-points for “OTT” communication


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However, Content Delivery is different - requires a Distribution model…

…Network becomes a distribution channel

Ingest

Transcode

Replicate

Distribute

Cache

Accelerate

Deliver

Report


What if…Mobile Network re-purposed as Local Content Distribution Layer?

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Aggressively Drive Out Unit Cost of Delivery…

Optimize Network Cost Structures for Content Distribution & Delivery:

Select best access method to deliver a piece of content

4G with content-awareness built in?

Catch the wave of LTE Rollout – once per decade opportunity

Ingest & Cache Popular Content

Deep within the access network – avoid duplicated delivery over MBH

But be careful…

cache hit ratios (Zipf’s Law applies)

Don’t compromise (or complicate) mobility, charging, LI


What if…Mobile Network re-purposed as Local Content Distribution Layer?

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Show me the Money…

Monetize unique strength and depth as a Delivery Channel (reach/ubiquity)

Offer Tiered Optimization/Acceleration Services to Content Providers & CDNs

Pre-position Premium Content & Applications deep within the Access network

Orchestrate end-to-end QoS to assure Premium Content Delivery

Offer meaningful Analytics as a Value-added Service to Content Partners


Let’s get an Operator’s Perspective…

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