• No results found

Service Provider Solutions for Growth in Managed and UnManaged Video

N/A
N/A
Protected

Academic year: 2021

Share "Service Provider Solutions for Growth in Managed and UnManaged Video"

Copied!
27
0
0

Loading.... (view fulltext now)

Full text

(1)

Service Provider Solutions

for Growth in Managed and UnManaged Video

November 2014

(2)

Video Growth and Impact on Service Provider Profits

Existing Solutions for Managed and UnManaged Content

CDN Evolution to NFV & Cloud Architectures & Offerings

(3)

Service Providers in the Value Chain

for Long Form IP Video Growth

Long Form Video Will Account for 72% of Internet Traffic by 2018 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 2013 2014 2015 2016 2017 2018

Long Form Video (64%, 72%)

Short Form and Micro Video (34%, 28%)

Source: Cisco VNI Global IP Traffic Forecast, 2013–2018

* Figures (n) refer to 2013, 2018 traffic share

• Service Providers need to be

in the Video Value Chain

offering Multi-screen

experiences

• Broadcast Shift to IP Unicast

devices drives Network and

CDN costs non-linear with

subscriber revenue

• Service Providers need

On-Net CDN for Managed Video

to align costs to subscriber

revenue

(4)

Service Providers Dealing

with OTT UnManaged Video

0.0 0.5 1.0 1.5 2.0 2.5 1 6 11 16

Top Video Sites

Top 10 Sites Account for 60% of Video Traffic

Exabytes per Month

• OTT UnManaged Video

continues Growth, Site

Popularity Shifts over

Time

• How many OTT Specific

Caches is too many?

• Consolidate OTT

UnManaged Caching

into Common

(5)

5

OTT Video CDN Costs Not Correlated to Revenue

Increasing Bit Rate, Viewing Durations, Devices Per Home, Viewing Concurrency

OTT Streaming Costs Per Subscriber

Desired Costs Per Sub

OTT unicast video traffic is predicted

to be 4.6 times traditional multicast by

2018*

Average household peak bandwidth

poised to increase from 2.9 Mbps in

2014 to 7.3 Mbps in 2018*

Shift from viewing TV multichannel

video subscription services to Internet

video accounts for the majority of the

bandwidth

(6)
(7)

Cisco’s Service Provider Solutions for OTT Video

Managed and UnManaged Content

VDS-IS

VDS-TC

VDS-SM

Flexible CDN

Platform with High

Performance

Servers & Virtualized

Cloud Options

On-Net CDN with

Open Interfaces and

Eco-System friendly

Multiscreen ABR

Commercial Terms

to control costs to

subscriber revenue

Common

Transparent Caching

Solution for

Multi-OTT-Sites

Incrementally

Scalable from 10’s

of Gbps to 100’s of

Gbps per Site

Transparency to OTT

Site for integrity of

Advertising, Metrics,

Business Intelligence

Dashboards for

Operational

Intelligence

Dashboards for

Content Distribution

Intelligence

Dashboards for User

(8)

VDS-IS Multiscreen CDN Capabilities

Applications

VOD, Live, PDL, HTTP Download,

Web-Caching

Multi-Protocols

Multi-protocol support of traditional

streaming technology and leading

ABR Technology

Infrastructure

Wireless/wired

networks, physical and

virtualized resources

HDS

Wireless

(3G/4G, WiFi) Wired

Platforms

High Performance CDE Appliances,

and vStreamers

Hypervisors, Virtualization 250 &

(9)

VDS-IS Architecture

Published Content Programming Internet Content National DC Regional DC Local POP Caching Nodes Service Router CDN Manager

Content Library

Caching Nodes

Streamer Arrays CDN Analytics

Home VOD and Live Ingest content to CDN

integrate with Dynamic Cache fill or pre-position

Intelligent Service Routing mechanism - Geo-Location, proximity, load-based, last resort

Centralized CDN Manager for service creation and monitoring

Non-stop Service Availability through Advanced Resiliency

CDN analytics for Business Intelligence, reporting and troubleshooting

Entertainment Services On-Net Entertainment Services On-Net

(10)

VDS-TC OTT Transparent Caching Capabilities

• HTTP Download, HTTP Streaming, Software Updates, and P2P

• Intelligent Popularity Determination, Self Adjusting Caching

• Efficient & Flexible Storage Deployment to Optimize Cache-Hit

Diverse Content Support

Transparent

Flexible and Simple

Deployment

Preserves Content

• Transparent to Client

• Transparent to Origin-Server or CDN

• Origin Transactions and “Hit Metrics” unaffected

• Core Peering Locations to Reduce OTT Transit

• Edge Caching to Reduce OTT Transit & Improve Q0E

• Traffic Diversion: Router PBR, Deep Packet Inspection (DPI)

(11)

iOS 8 Release –Transparent Caching Benefits

• Peak network traffic

increased by 23% on average

following the iOS 8 release.

Some operators experienced

traffic spikes > 60%.

• Operators with Transparent

Caches based on Cisco

technology delivered over 99

percent of the updates from

caches

(12)

IP transparency IP access control and user authorization Unique subscribers reporting Scalability

Request transparency Server-side content adaptation for devices, browsers

Internet Content Source

Content source agrees to the transaction.

3.

2.

Cisco Cache passes request through

1.

Subscriber requests object

4.

Object is served from cache Subscriber Network Element C is co C ac he s Sto rag e A rrays

Cisco Cache System

ISP

Internet

(13)

VDS-SM (Service Manager) Capabilities

Scorecards and Dashboards

 Network Perspective Scorecard - Peak bandwidth delivered by CDN, Cache Hit Ratio, Concurrent TCP connections, Average ABR session bitrate, Storage usage and more

 Content Perspective Scorecard - Top 10/Bottom 10 Assets by request, Top 10/Bottom 10 Assets by bandwidth, Top Bottom Content delivered by Streamer and more

 Viewer Perspective Scorecard - Geo Distribution of Viewers, Concurrent unique Viewers, Viewers by city, Viewers by session duration and more

Reporting

 Provides Business Intelligence by delivering detailed information to decision-makers

 Scheduled, available in multiple forms

Alerts

(14)
(15)

Entering a New Era in the SP Network Evolution

Evolved Programmable Network

Open APIs

Evolved Programmable Network Infrastructure SDN Control Resources

Services

Evolved Services Platform Applications and Services

Open APIs

Software Defined SP Era

Cloud Computing, Network Function Virtualization, Software Defined

Networking, and Service Orchestration enable

- Open and Dynamic - Accelerated innovation - New services & revenues - Reduced costs

- Reduced complexity

Optimal resource utilization

Discontinuity #1:

TDM rigidity limits new services, forces architectural

shift

IP unleashes new wave of innovation and service revenues

IP NGN Era

Discontinuity #2:

Commoditization of IP services plus high traffic growth limits profitability,

Network rigidity, complexity and integration costs limit innovation, forces

architectural shift

(16)

NAT VM Firewall VM SBC VM dDOS VM Virus Scan VM IPS VM DPI VM CGN VM Portal VM PCRF VM DNS VM DHCP VM BRAS VM SDN Control VM RaaS VM WLC VM WAAS VM CDN VM Caching VM NMS VM

Network Functions Virtualization (NFV)

Value Proposition

Reduction in CAPEX and OPEX:

• Common Hardware & Sparing

• Resource Pooling

• Dynamic and Elastic Scale

• Automation and Orchestration

Improved service agility and new

revenue

• From Cabling to Service Chaining

• Service Provisioning form days to minutes

NFV = Transition of network infrastructure services to

run on virtualised compute platforms

(17)

Use cases for NFV and SP Virtualization

NFV for Virtualization of SP Infrastructure

Routing Infra Virtualization

Mobile Infra Virtualization

Video Infra Virtualization

Virtual Route Reflector

Virtual PE

Router Virtual BNG Virtual CMTS Virtual DHCP Virtual DNS

Virtual

EPC Virtual GiLAN

S

P

V

irt

ua

liza

tion

NFV for Enterprise Managed Services

Virtual Route Reflector Virtual PE Router Virtual BNG Virtual CMTS Virtual DHCP Virtual DNS Virtual Private Cloud (VPC)

Cloud Computing Services

Cloud DVR Virtual Video Headen d Virtual CDN

(18)

0% 10% 20% 30% 40% 50%

CapEx Savings New Revenue Generation

Opex Savings 46%

20%

34%

NFV Business Driver and Application Use Case

 It’s all about low TCO and the ability to monetize your networks – play major role in the decision making about

NFV and Virtualized CDN technology adoption

 CDN application fit perfectly to the NFV architecture

% of Respondents

What is your company’s primary business

driver for NFV deployments?

IMS Service Appliances (firewall, Wan

acceleration,security) Policy Control EPC: PGW/SGW Carrier Grade NAT OSS/BSS Content Delivery Networks IP Routing Broadband Network Gateway EPC:MME

Which applications are your organizations

primary use cases for virtualization?

Mean 10 = Highest Possible Score 6.79 6.38 6.35 6.00 5.72 5.58 5.44 4.91 4.09 3.74

(19)

NFV

Co m put e P ow er

After

Time

Network Functions Virtualization (NFV)

Value Proposition of Dynamic and Elastic Scale

Planned Capacity Actual Usage

Traditional Network

Services

CPU, G B , bps

Today

No Waste No Customer Dissatisfaction Time Waste Customer Dissatisfaction Actual Usage On Demand Capacity

(20)

Cisco vCDN Architecture Elastic Auto-Scale

National DC Regional DC Local POP

POP

Appliance

Service

Router ManagerCDN AnalyticsCDN

Orchestration Engine

Virtualized Management & Analytics

On-Net Data

Cisco

Cloud

POP

Appliance

Private

Cloud

Public

Cloud

1. Clients generate concurrent capacity which exceeds Streamers

(21)

Cisco vCDN Architecture Elastic Auto-Scale

National DC Regional DC Local POP

POP

Appliance

Service

Router ManagerCDN AnalyticsCDN

Orchestration Engine

Virtualized Management & Analytics

Home Entertainment Services On-Net Data Health check Command/Control

Cisco

Cloud

POP

Appliance

Private

Cloud

Public

Cloud

2. VDS Service Router detects load exceeds Policy for threshold crossing

3. Service Router calls Cloud Orchestration API to create new vStreamer based on Policy for location

(22)

Cisco vCDN Architecture Elastic Auto-Scale

National DC Regional DC Local POP

POP

Appliance

Service

Router ManagerCDN AnalyticsCDN

Orchestration Engine

Virtualized Management & Analytics

On-Net Data

Cisco

Cloud

POP

Appliance

Private

Cloud

Public

Cloud

4. Openstack vStreamer is automatically created, enabled, registered to CDN, added to routing table, and ready to receive traffic requests.

(23)

National DC Regional DC Local POP

POP

Appliance

Service

Router ManagerCDN AnalyticsCDN

Orchestration Engine

Virtualized Management & Analytics

Home

Entertainment Services

On-Net

Cisco vCDN Architecture Elastic Auto-Scale

Data Health check Command/Control

Cisco

Cloud

POP

Appliance

Private

Cloud

Public

Cloud

4. Clients load balanced to

vStreamer in the Cloud based on capacity and location.

(24)

Enterprise Private Clouds Public Clouds Partner Clouds

Intercloud Fabric

APIs

Portal

APIs

Enterprise Workloads Native Cloud Applications

Big Data & Analytics Collaboration & Video HCS IaaS PaaS Microsoft Suite aaS DRaaS Meraki Analytics WebEx Security HANA aaS vDesktop aaS Cloud Services & Applications

APIs

Video Collaboration

(25)
(26)

Cisco Solutions for Service Providers

New Revenue

Evolving viewing consumption patterns opens new revenue

opportunities for IP delivered video across the value chain

Increased Agility

Accelerate time to market with an agile infrastructure that can

flexibly scale and be provisioned on demand to meet dynamic

requirements

Lower Costs

Shift from expensive and proprietary hardware architectures with

low utilization to more efficient cloud architectures with high

(27)

References

Related documents

They may also include the emphasis on market solutions through alliances with the private sector and the promotion of agro-dealers which gears the Green Revolution towards

The last question was answered by applying the data collection tool at interchange sites not only in Cape Town, but also in two Brazilian cities, Sao Paulo and

McPhee, letter to Members of the Council of State College Presidents, August 26, 1954, Box 2 Folder 1, 191.01 Cal Poly Foundation Collection, Special Collections and

To control the robot and the direct access to the different tools of RobotStudio, it is necessary to use an application programming interface (API) developed by ABB Robotics

The Commission is committed to deliver, within its sphere of competence, on the challenges of building and modernising a European network, and incorporating renewable energy,

These gaps included: the limited number of studies which focused on the attitudes of both health care and social work professionals to IPC, and IPPL specifically for students;

Four sub-categories of objectives were revealed under this broad category including sponsor- sponsee relationship - “tangible commercial benefits” which relates to the commercial

It turns out that lots of people with babies in the NICU (Neonatal Intensive Care Unit) are given the Holland essay, a piece I think is completely off the mark for anyone with