telco cdn interconnection for global content exchange
DESCRIPTION
ITU Workshop on “ Bridging the Standardization Gap ” (Vientiane, Lao People’s Democratic Republic, 30-31 July 2012). Telco CDN interconnection for Global Content Exchange . Youngseok Lee Director, KT Network R&D Laboratory [email protected]. Table of Contents. CDN Market Status - PowerPoint PPT PresentationTRANSCRIPT
Vientiane, Lao People’s Democratic Republic, 30-31 July 2012
Telco CDN interconnection for Global Content Exchange
Youngseok LeeDirector, KT Network R&D Laboratory
ITU Workshop on “Bridging the Standardization Gap”
(Vientiane, Lao People’s Democratic Republic, 30-31 July 2012)
Table of ContentsTable of Contents
CDN Market Status Global CDN Market Expectation End User Requirement about Content Delivery Key Issue for End User Requirement Telco CDN based on Smart Pipe Why Telco CDN Interconnection ? Global Telco CDN interconnection status, use cases
and issues KT Global Telco CDN interconnection status
Vientiane, Lao People’s Democratic Republic, 30-31 July 2012
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CDN market status and expectation
Global CDN market status2011 Global CDN Total market: 1.9B$
Number 1 Global CDN Povider : Akamai Rev: 63.2%, Customer Vol.: 20%
2015 Global CDN ExpectationFrost & Sullivan Research: ~6B$Cisco IBSG: Premium Contents Delivery and Telco CDN
Federation: ~12B$
Vientiane, Lao People’s Democratic Republic, 30-31 July 2012
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Global CDN Market Expectation
CDN Market Big 3 PartiesGlobal CDN Providers: Akamai, Limelight Networks, CDNetworks, …Global CPs: Google, Microsoft, Yahoo,…Telco CDN and Telcos: Telco CDN federation, IETF CDNi wgAnd, Others : BitTorrent, P2P CDN providers, …
CDN market possible 3 scenarios Telco Last mile + Global CDN ProvidersTelco Last mile + Global CPsTelco CDN interconnection/Federation based on ‘Smart Pipe
Concept’
Key issues in CDN marketMobile optimized ? : Acceleration, Mobile CDNGlobal Coverage ?Low Cost, High Quality, and Premium Delivery ?
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End User wants Freemium Service !
Ready for providing ‘Freemium’ Service ?End User’s need: ‘Freemium = Free + Premium’ Low Cost/High Quality
Premium Content Delivery Service Any content + With Low Cost and High Quality + In Any time + On N-Screen terminal
But current status of Content Delivery market EUs: No Freemium service environment They usually use ‘illegal Web hard download’,
and they think ‘Every service from internet is Free’. But it’s not convenient and complex. [Time consuming + So many terminals and contents to manage]
Content Producers: 1~2B$ annual loss in Korean Contents exchange market by illegal download
Content Providers/Aggregators: They have their own interest only in getting Money instead of providing Freemium service for End-user with the collaboration of NSP
NSPs: NSP is philanthropist ?
Network issue point for Freemium service
Gold $$$
Silver $$
Bronze $
FreeRiding
Operator BB
3G/4G Radio area
3G/4G MBH
Wired Access net
IX/Overseas area
: Big point for Premium CD
: Small point for Premium CDVientiane, Lao People’s Democratic Republic, 30-31 July
2012
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Mobile CDN for Premium CD
Mobile CDN Design issue for Premium Content DeliveryThe optimization of mobile data traffic transmissionHighway for premium mobile data traffic in mobile area to provide QoS
guaranteeAutomatic and Dynamic Caching for premium mobile data traffic in the MBH
for overcoming the QoS issue of IX/Overseas area
Operator BBGold $$
$Silver $
$
Gold $$$
Silver $$
Bronze $
FreeRiding
Wired Access net
IX/Overseas area
Highway for Gold, Silver mobile data
Low Cost, High Quality, Premium Delivery
By automatic and dynamic caching of premium mobile content
How to make ‘Automatic/Dynamic caching of Premium mobile contents’ in MBH?With the collaboration of Global CDN Provider like Akamai, but..With the collaboration of Global CP like Google, but…With Telco CDN interconnection based on Smart PipeVientiane, Lao People’s Democratic Republic, 30-31 July
2012
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Open API
Cloud in the NetSmart Node
Revenue-generating Contents delivery service based on CP/OTT
collaboration
Distributed/Dynamic storingand transmission of
Revenue- generating contents based on Distributed Cloud infra
Open collaboration HD/High quality Contents transmission Service (Open IPTV, SNS, Smart TV, absolutely based on collaboration contract)
Smart Gateway
(IP Network Layer)
(Service Layer)
How to make successful B2B2C business, Killer Service?
Service Layer
Network Layer
+
Smart Pipe(Big
Collaboration,Big Profit)
Vientiane, Lao People’s Democratic Republic, 30-31 July 2012
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Smart network benefits
AS-IS TO-BE
benefits As-Is To-Be
End UserPerspective
s
•Just BE internet access No Killer App•Quality degradation of HD Emerging Service QoS needs !
•Enjoy Huge # & various Emerging Service•Prosumer, Open, Freemium Service•Target Ad can save internet access fee.
Service OrientedSmart
Network
CP
Amazon
OTTs
Apple
QoS, Big Profit
B2B2C, Two-side market based on
Smart pipeSmart node
Smart node
Smart node
Dumb pipeinternet
CP
OTTsNo QoS,
Small Profit
B2C, One-side market based on
Dumb pipe
$ $Small subscriber group
(limited market)
$$$
$$$
$$$
Big subscriber groups(Economies of scale)
-Online Ad-Target Ad
$$$$$$
$$$$$$
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Smart network benefits
benefits As-Is To-Be
CP/OTT/Cloud
ProviderPerspectiv
es
•Only B2C, Retail business for limited user group from Current BE IP network (W/O QoS guarantee)•BE Internet No Killer Service
•B2B2C business possible(Two-side market) with QoS guarantee Smart network •Comparing with Retail business, SN can make Opex saving effect > 50% Big Margin[Amazon case study]
Network Provider
Perspectives
•Dumb pipe environment: Traffic increase, Revenue decrease•No more investment from NSP??
•Revenue sharing from New & Big business market, which is providing Open, Collaboration business environment•CAPEX/OPEX saving architecture with Distributed Computing technologies$
Time
Traffic
Revenue
$
Time
TrafficRevenue
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Low Cost & High Quality Content Delivery with SN PoC
CDNi Pilot Phase2(~April.2012), CDNi Pilot Phase3(~November.2012)
KT Smart Network PoC and Global Telco interconnection status
CDNi(유럽1)
CDNi(아시아)
CDNi(호주)
CDNi(유럽2)
Smart Pipe: $$
Smart Network(PoC)
양재지사
북대전지사대전연구소SmartTV/STB/Mobile
(N-Screen)
SNSN
SNSN
SNSN
혜화지사
CA
SG
SN
PlatformSeoul #1
Seoul #2
Lab. #3 DJ. #4PoC CP
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For the QoS guarantee of inter ISP Content Delivery, we need Telco CDN interconnection.
Economy of scale for content exchange marketNo economy of scale in Walled Garden content delivery market, but Big
economy of scale in Open content exchange market Big economy of scale for ‘Not only CP/OTT, but also for micro CP’
Revenue sharing between Telcos from content exchangeDumb Pipe Best Effort internet interconnection Free of Charge status
‘Traffic Increase, Revenue Decrease’ This miserable status keeps going! With Telco CDN interconnection, we can make ‘Revenue Sharing and
Traffic decrease of dumb pipe interconnection’.
CP kt Telco CDN
NTT
CT
IX
IX
IXTelco CDN InterconnectionContent exchange($$$)
Low Cost/ QoS guarantee
Economy of Scale
Revenue Sharing
($)
($)
Why Telco CDN interconnection ?
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Why Telco CDN interconnection ?
Current IX/Overseas traffic status IX traffic ratio in Telco Backbone keep increasing (60% 70% during last
5years)No QoS guarantee for inter ISP Content Delivery in peak time
IX(ISP)
IDC
Telco Backbone
60% 70%Inter Telco trafficKeeps increasing
32%24%
Telco2IX
IX
IX IX
Telco3 Others
Telco 1
Core
Congestion in peak time
We can Reduce IX/Overseas traffic increase with Telco CDN interconnection and guarantee QoS for such Inter ISP Content Delivery service.
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CiscoCDS-IS
Global Telco CDN interconnection use case
BT is providing Telco CDN Wholesale service(WCC: Wholesale Content Connect) for some Operators in UK.
What is BT WCC Service ?BT’s own cache in BT network Edge for Inter ISP content deliveryQoS guarantee between end-user point and cache server point, by using of
network QoS.
User1
CP1(Origin)
ISP1’s Backbone
BT IP/MPLSBackbone
Guaranteed traffic
CiscoCDS-IS
Internet(IX/Transit)
No WCC Service case
CachingCaching
Better quality of CD service from ‘BT CD platform and QoS guaranteed network’ Each ISPs can reduce video traffic increase in their BB and provide better quality of CD service for customers.
User2
CP2(Origin)
(WCC service case)
..
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Global Telco CDN interconnection use case (Vendor interworking)
Telco CDN interconnection between FT-Orange and Poland PT with different vendorsFT-Orange is using Cisco’s CDS solution for Telco CDN ServicePT(TPSA) is using Coblitz’s CDN solution for Telco CDN Service
Successful trial case of Telco CDN interconnection by using of different VendorsNo special issues even in different vendors for Telco CDN interconnection
OriginServer
FT CDN(CDS-IS)
CDS-ISCache
PT CDN(Coblitz)
CoblitzCacheCP
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Conflict between Level3(CDN provider) and ComcastLevel3 is making originally ‘free peering contract’ with Comcast for the
Global CDN service and CDN traffic transmission.After Netflix was changing their CDN provider from Akamai to Level3,
Level3 CDN traffic is making explosive increase. It is making Big burden and Big Load to Comcast
So, Comcast is asking another Payment for that Traffic increase to Level3. But Level3 claim that they can’t pay from the FCC’s Open Internet Rule. This is making Another type of Big issue of Network neutrality.
Charging issue of Content Delivery Inter ISPs Time critical issue !
Global Telco CDN interconnection issue (Network Neutrality issue]
Transit Division
CDN Division Free Peering
Transit
Paid Peering25% in US total traffic Vol.
Huge traffic injection with Free peering
Vientiane, Lao People’s Democratic Republic, 30-31 July 2012
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CDNI CFP(Cisco Federation Project) Introduction KT is actively participating in CDNi CFP Pilot2 with 10 Global ISPs for testing
technology interworking issue and for finding Business Model Who?: 10 Global ISP(KT/Telecom Italia/Telstra/KDDI/SFR/Bytel/ Swisscom/BT, etc.)
and Vendors(Cisco/BICS)
Roadmap of CFP CDNI CFP Phase 2 test (Dec. 2011 ~ April. 2012)
- Set up test environment (Network, DNS, Portal, Dec. 2011~Jan.2012)
- Definition of Test item and Test of Content Delivery between KT and TI (Jan.~Feb.2012)
- Extension of Test set/group and test features of whole case Content delivery(~March. 2012)
- Deliverables of test result (~April.2012) Weekly meeting for Technical Track and Business Track (By using of WebEx) KT is supposed to join CDNI CFP Phase 3 also(May.2012~November.2012)
KORNET INTERNEToversea
CACDSMSR
CACDSMSR SE
KT Pilot Network
SE
10개ISPs
WWWOS
WWWOS
KT Global Telco CDN interconnection status
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Inter-CDN Contents RoutingVoD & Live contents delivery, Massive Software
DistributionDifferentiated Delivery (QoS test)Content delivery over IPv6 NetworkCDN Exchange(3rd party interworking)Measurement test of Inter-CDN content delivery
quality
Global Telco CDN interconnection PoC test items Major test items for CDNi technology
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SmartNetwork
CDNi AsiaCDNi Europe 2
CDNi Europe 1
CDNi America
* CDNi: CDN Interconnection
Conclusions and RecommendationsConclusions and Recommendations
Big transform from dumb pipe to smart pipe Big Power shift of current competitive market from players like
CPs/OTT to Telco Telco CDN Alliance with {NTT, Telstra, TI, Porange} and KT. Development of Business Model in Global Telco CDN interconnection Actively Participation in IETF CDNi wg For the Korean Major 3 Telco CDN interconnection, KT made ‘Korean
CDNi Research Project' funded by Korean Government.
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Discussion