Service Provider Solutions
for Growth in Managed and UnManaged Video
November 2014
Video Growth and Impact on Service Provider Profits
Existing Solutions for Managed and UnManaged Content
CDN Evolution to NFV & Cloud Architectures & Offerings
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
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
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
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
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 &
VDS-IS Architecture
Published Content Programming Internet Content National DC Regional DC Local POP Caching Nodes Service Router CDN ManagerContent 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
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)
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
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 through1.
Subscriber requests object4.
Object is served from cache Subscriber Network Element C is co C ac he s Sto rag e A rraysCisco Cache System
ISP
Internet
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
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
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
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
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
NFV
Co m put e P ow erAfter
TimeNetwork Functions Virtualization (NFV)
Value Proposition of Dynamic and Elastic Scale
Planned Capacity Actual Usage
Traditional Network
Services
CPU, G B , bpsToday
No Waste No Customer Dissatisfaction Time Waste Customer Dissatisfaction Actual Usage On Demand CapacityCisco vCDN Architecture Elastic Auto-Scale
National DC Regional DC Local POPPOP
Appliance
ServiceRouter 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
Cisco vCDN Architecture Elastic Auto-Scale
National DC Regional DC Local POPPOP
Appliance
ServiceRouter 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 crossing3. Service Router calls Cloud Orchestration API to create new vStreamer based on Policy for location
Cisco vCDN Architecture Elastic Auto-Scale
National DC Regional DC Local POPPOP
Appliance
ServiceRouter 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.National DC Regional DC Local POP
POP
Appliance
ServiceRouter 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.
Enterprise Private Clouds Public Clouds Partner Clouds
Intercloud Fabric
APIs
Portal
APIs
Enterprise Workloads Native Cloud ApplicationsBig Data & Analytics Collaboration & Video HCS IaaS PaaS Microsoft Suite aaS DRaaS Meraki Analytics WebEx Security HANA aaS vDesktop aaS Cloud Services & Applications