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CDN CDN CDN CDN CDN CDN CDN CDN WorldWorldWorldWorldWorldWorldWorldWorld SummitSummitSummitSummitSummitSummitSummitSummit, London, London, London, London, London, London, London, London

25.10.201125.10.201125.10.201125.10.201125.10.201125.10.201125.10.201125.10.2011

Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform Martin Prosek, Video & Content Platform DevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopmentDevelopment ManagerManagerManagerManagerManagerManagerManagerManagerTelefTelefTelefTelefTelefTelefTelefTelefóóóóóóóónicanicanicanicanicanicanicanica CzechCzechCzechCzechCzechCzechCzechCzech RepublicRepublicRepublicRepublicRepublicRepublicRepublicRepublic

AboutAboutAboutAbout TelefTelefTelefTelefóóóónicanicanicanica Czech RepublicCzech RepublicCzech RepublicCzech Republic

� Services operated under commercial brand OServices operated under commercial brand OServices operated under commercial brand OServices operated under commercial brand O2222

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TelefTelefTelefTelefóóóónicanicanicanica GloballyGloballyGloballyGlobally

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IntroductionIntroductionIntroductionIntroduction

01010101Mobile Operator Perspective

02020202 Options for Data Overload Solution

00003333 Content Optimisation

00004444 Devices Dependency

00005555Mobile CDN

00006666 Summary

� Disclaimer: The opinions of the author expressed in this document do not necessarily state or reflect those of Telefónica company

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Content Delivery LandscapeContent Delivery LandscapeContent Delivery LandscapeContent Delivery Landscape

� Same for years

� But the balance is changing…

Mobile NetworkOperator

ContentProviderNetwork

Consumer

� Content dramatically changed – high quality video demanded

�New technical solutions evolved

OTTCDN

Mobile Broadband

Management

Video

Content Delivery ChallengesContent Delivery ChallengesContent Delivery ChallengesContent Delivery Challenges

Mobile Mobile Mobile Mobile Data Traffic SurgeData Traffic SurgeData Traffic SurgeData Traffic Surge

�Mobile data use skyrockets everywhere

� Telefónica CZ is not an exception

� Counter-measures needed to manage the overload

HSDPA launch

Cheap data packages launch

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Network Overload PreventionNetwork Overload PreventionNetwork Overload PreventionNetwork Overload Prevention

�Network capacity upgrade (more cells, new technology…)

� Traffic shaping (FUP…)

� Traffic offloading

� Content optimisation

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Data Transfer Speed in Mobile NetworksData Transfer Speed in Mobile NetworksData Transfer Speed in Mobile NetworksData Transfer Speed in Mobile Networks

� GSM (CSD) – up to 9.6 kbps

� GSM (HSCSD) – 43.2 kbps

� GPRS – up to 80 kbps

� EGPRS (EDGE) – up to 236.8 kbps

� UMTS – up to 384 kbps

� HSDPA – up to 14 Mbps

� HSPA+ – up to 84.1 Mbps

� LTE – up to 299.6 Mbps

�…

Mobile Data Subscribers GrowMobile Data Subscribers GrowMobile Data Subscribers GrowMobile Data Subscribers Grow

�Not only data growth

� Higher amount of subscribers per one cell decreases data throughput very rapidly

� Capacity upgrade not enough

� Other methods needed…

CCCContent ontent ontent ontent OOOOptimisationptimisationptimisationptimisation

�Why it might work?• Fixed Internet and Mobile Internet are overlapping – devices are converging

• Content providers are usually not yet distinguishing between these channels and keep the content in form suitable for fixed Internet

• Thus the transferred data are not optimized for mobile access

� Content optimization should• Bring better customer experience by quicker access to desired content

• Prevent network congestion

� Only some content might be optimized

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DataDataDataData Traffic is Highly AsymmetricTraffic is Highly AsymmetricTraffic is Highly AsymmetricTraffic is Highly Asymmetric

download

Upload

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Priority is Optimisation of DownloadsPriority is Optimisation of DownloadsPriority is Optimisation of DownloadsPriority is Optimisation of Downloads

Download

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DataDataDataData types most suitable for manipulationtypes most suitable for manipulationtypes most suitable for manipulationtypes most suitable for manipulation

HTTP browsing, Google Video, Flash Video, RTMP Video…

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Content Content Content Content OptimiOptimiOptimiOptimissssation ation ation ation OptionsOptionsOptionsOptions

� Data squeezing (possibly without decreasing quality)• Removal of redundant data

• Compression

• Transcoding (codecs, multipart…)

� Data transfer • JIT (Just-In-Time) or buffer tuning

� Protocol optimization (every vendor has own name…)• VTP

• TCP+

• MDI (Macara Dynamic Interleaving)

• …

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Optimisation of VideoOptimisation of VideoOptimisation of VideoOptimisation of Video

� Video • Effective codecs

› Transcoding to lower quality, lower framerate, less keyframes…• Different bandwidths (preferrably multibitrate or smooth streaming)

• Just-in-time delivery

• …

Optimisation Optimisation Optimisation Optimisation without without without without Impact on Customer Impact on Customer Impact on Customer Impact on Customer ExperienceExperienceExperienceExperience

� Loseless compression • Impossible to recognize

� Lossy compression• Lower quality is usually invisible on small screen devices

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Quality DegradationQuality DegradationQuality DegradationQuality Degradation

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Quality DegradationQuality DegradationQuality DegradationQuality Degradation

� Visibility of quality degradation depends on user perception

� Small screen hides problems

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Where Content Where Content Where Content Where Content Optimisation FailsOptimisation FailsOptimisation FailsOptimisation Fails

� VPN

� HTTPS

� P2P

� VoIP

�…

� Also where the content owner bans any modification!

� Co-operation with content owners needed

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Devices in Mobile NetworkDevices in Mobile NetworkDevices in Mobile NetworkDevices in Mobile Network

� Application that causes congestion depends on devicesdevicesdevicesdevices

� Traditional devices (feature phones) do not cause overload

� Smartphones are bigger problem for signalling than overload

� PC (laptop) users with modems (USB dongles) demand the same services as over fixed network

� Smartphone/PC crossover – tablet

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Data Traffic by DeviceData Traffic by DeviceData Traffic by DeviceData Traffic by Device

21This data is provided by

Devices DynamicsDevices DynamicsDevices DynamicsDevices Dynamics

200802 200806 200810 200902 200906 200910 201002 201006 201010 201102 201106

Google Android

Apple iOS

�Market share reports – not giving info about actual state in network

� Operators measure it more accurate – but not publish

MobileMobileMobileMobileOperatorOperatorOperatorOperator

Where Where Where Where is the Best is the Best is the Best is the Best Place Place Place Place for for for for Optimisation?Optimisation?Optimisation?Optimisation?

ContentContentContentContentProviderProviderProviderProvider

OptimisationOptimisationOptimisationOptimisationPlatformPlatformPlatformPlatform

EndEndEndEnd----useruseruseruserDeviceDeviceDeviceDevice

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MobileMobileMobileMobileOperatorOperatorOperatorOperator

Best Best Best Best Place Place Place Place for for for for CDNCDNCDNCDN

ContentContentContentContentProviderProviderProviderProvider

OptimisationOptimisationOptimisationOptimisationPlatformPlatformPlatformPlatform

EndEndEndEnd----useruseruseruserDeviceDeviceDeviceDevice

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CDNCDNCDNCDN

SummarySummarySummarySummary

� Upgrading mobile network capacity is not enough

� Traffic shaping is not increasing customer satisfaction

� Content optimization does not help all the time

�Mobile CDN can help mobile operators to deliver better services and better manage network overload

� It is natural way how to get the best both from MNO and Content Provider expertise

Thank you.Thank you.Thank you.Thank you.Thank you.Thank you.Thank you.Thank you.