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The internet search/web services giants and cloud computing providers understand how vital the performance and scalability of network infrastructure is to their continuing growth. But how can the network operators re-purpose the network to capitalise on their key role in the value chain?
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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
Andy Jones5th December 2012
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
Andy Jones5th December 2012
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
Andy Jones5th December 2012
Let’s get an Operator’s Perspective…
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