presentation | p2p media summit cachelogic advanced solutions for p2p networks presentation by...

Presentation | P2P Media Summit

CacheLogic Advanced Solutions for P2P Networks

Presentation by

Andrew Parker, CTO(aparker@cachelogic.com)

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