kendra initiative content delivery research new broadband content delivery strategies london -...

kendra initiativeCONTENT DELIVERY RESEARCH

New Broadband Content Delivery StrategiesLondon - September 2001

"Fueling the demand for broadband Internet"

Daniel Harris- Instigator Kendra Initiative

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Interactivity starts at home...

Hello, I am a consumer...

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Interactivity starts at home...

Hello, I am a consumer...

Question... Who’s heard of Kendra Initiative?

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Interactivity starts at home...

Hello, I am a consumer...

Question... Who’s heard of Kendra Initiative? Who are you?

– Content owners?

– Telcos?

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Interactivity starts at home...

Hello, I am a consumer...

Question... Who’s heard of Kendra Initiative? Who are you?

– Content owners?

– Telcos?

What do you want as a consumer?– “What I want, when I want, where I want, how I want and I will pay

for it!!!”

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Interactivity starts at home...

Hello, I am a consumer...

Question... Who’s heard of Kendra Initiative? Who are you?

– Content owners?– Telcos?

What do you want as a consumer?– “What I want, when I want, where I want, how I want and I will pay for

it!!!”

What come’s closest to providing your ideal consumer experience on the Internet so far?

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Interactivity starts at home...

Question... Who used Napster?

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Interactivity starts at home...

Question... Who used Napster? Why? No cost or more convenience?

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Interactivity starts at home...

Question... Who used Napster? Why? No cost or more convenience? Who would have paid for content?

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Interactivity starts at home...

Question... Who used Napster? Why? No cost or more convenience? Who would have paid for content? How much?

– 100 GBP/month?

– 50 GBP/month?

– 25 GBP/month?

– 12.5 GBP/month?

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Interactivity starts at home...

Question... Who used Napster? Why? No cost or more convenience? Who would have paid for content? How much?

– 100 GBP/month?

– 50 GBP/month?

– 25 GBP/month?

– 12.5 GBP/month?

Would you use new Napster, Pressplay, MusicNet?

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Interactivity starts at home...

Question... Who used Napster? Why? No cost or more convenience? Who would have paid for content? How much?

– 100 GBP/month?

– 50 GBP/month?

– 25 GBP/month?

– 12.5 GBP/month?

Would you use new Napster, Pressplay, MusicNet? For what reasons?

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Interactivity starts at home...

Question... What are crucial needs for convergence?

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Interactivity starts at home...

Question... What are crucial needs for convergence? Is interoperability crucial for convergence?

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Interactivity starts at home...

Question... What are crucial needs for convergence? Is interoperability crucial for convergence? Who/what can provide this interoperability?

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Interactivity starts at home...

Question... What are crucial needs for convergence? Is interoperability crucial for convergence? Who/what can provide this interoperability? Commercial companies or collaborative projects?

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Interactivity starts at home...

Question... What are crucial needs for convergence? Is interoperability crucial for convergence? Who/what can provide this interoperability? Commercial companies or collaborative projects? Who would participate in such a project?

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Interactivity starts at home...

Question... What are crucial needs for convergence? Is interoperability crucial for convergence? Who/what can provide this interoperability? Commercial companies or collaborative projects? Who would participate in such a project? What is the value to your company’s revenue of the

potential results of such a collaborative project?– 10000 GBP/annum?– 1000 GBP/annum?– 100 GBP/annum?– 10 GBP/annum?

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Hello!...

We are all consumers!

We want what we want, when we want and we want to pay for it!

How are we going to get want what we want?

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What do we all want?

Content Consumers want access to all content, on demand, via personal interface and will pay for it.

Content Creators/Aggregators want to get financial reward for and retain control of the their content.

Service Providers and Hardware/Software Vendors want to enable consumers and creators/aggregators to do business and get what they all want.

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The Kendra vision

Provide Consumers, Content Creators/Aggregators, Service Providers and Hardware/Software Vendors with a framework that will allow these organisations and individuals to be rewarded for their efforts.

Create an open and freely available content delivery architecture with no barriers to participation in its creation.

Build a system that allows users to pay for content. Provide an alternative to the current spate of old-Napster type P2P systems.

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But what’s going on now?

Convergence - Internet meets TV.

Exponential growth in users needs. Internet backbones not keeping up with demand.

Lack of QoS over Internet - cannot yet guarantee that streamed content will get to an end user without getting net congestion.

Lack of common payment interface for consumers.

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The danger

At one point 60 million old-Napster users with no comparable convenient alternative.

P2P systems are not killable. See Gnutella, Freenet, WinMX, Morpheus, Audio Galaxy, Aimster and more that we don’t know about yet...

We must build a more attractive (more reliable and more convenient) system or what's happening to the music industry potentially happens to the video/film industry and all other digital content.

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But soon...

DSL will run at 8 Mbit/s (?!)- providing quality better than current broadcast TV.

We will need caching servers in every town, telephone exchange, head end, home and office.

No one vendor will rule - We will need an open protocol to allow the exchange of cached content between caching servers (cross vendor).

We will need content peering (what about P2P?).

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Kendra - aims and objectives

Build an open Internet distribution and delivery system for the content industry. (Open solution - plug in to existing and future software/hardware).

Bring key industry and academic players together to contribute to goal. That means you!

Bring the content closer to the end user to ensure improved QoS.

Enable users to pay for content via easy interface.

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Requirements for such a system...

Copyright management to track what content is going where and to make sure it is paid for (if required).

Standard tagging for content. Did we say Metadata (XML)?

Intelligent caching mechanisms so that only content that is most needed stays on the caching server. General redirect system to supply content from nearest server to the end user.

Payment system interoperability - banking system?

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How do we build Kendra?

Look at desired interfaces first (not technology) for:– Consumers

– Content owners

– Service providers

Then develop requirements for the underlying technology from these interfaces.

Then develop technology that allows these interfaces to function...

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What's happening now?

A live Internet trial to test the concept of a cross- vendor edge-server network. A test environment to model interfaces.

Test video content served in Real System, Windows Media and QuickTime formats up to 3 Mbit/s.

Over 350 (growing steadily) individuals participating in the initiative from companies which include: Akamai, Bertelsmann, BT Ignite, Cisco, Enron, Exodus, Freeserve, IBM, Inktomi, Intel, Loudeye, Microsoft, BBC Worldwide, Mirror Image, Nortel Networks, Telia and many more...

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What's going to happen?

Continue webcasting on-demand content. Then live, still, textual content. Then generalised publishing...

Build media player interfaces to extract technology requirements.

Get user feedback and develop our ideas further.

Get further industry/academic backing and support.

Develop protocol technical specifications.

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What you can do?

Get involved!– Register on the website to get news updates.

– Participate in mailing lists.

– Host content as part of the Kendra Network Trial.

Kendra is your project too.

To find out how to participate come to the website:

http://www.kendra.org.uk

22/10/2001LONDON - Venue to be announced shortly...

http://www.kendra.org.uk

Come to the next Kendra meeting...

kendra initiativeCONTENT DELIVERY RESEARCH

http://www.kendra.org.uk

Any questions?