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									                                                                                   CacheLogic
                                                                                   Advanced Solutions for P2P Networks




                                           BROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALS




    P2P Media Summit

    Addressing the cost and performance challenges
    of digital media content delivery


     Presentation by
     Andrew Parker, CTO                   MUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORS
     (aparker@cachelogic.com)




Presentation | P2P Media Summit
                                                                                                          CacheLogic
                                                                                                          Advanced Solutions for P2P Networks




    Introduction to CacheLogic
       Market leader in the provision of P2P management
        solutions to the ISP/telco sector                                Global Coverage and Support

       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         Commercial Overview
              vendors
                                                                          Headquartered in Cambridge, England,
                                                                           regional offices in the USA and Singapore
                                                                          July 2006: closed $20 Million Series C funding
                                                                           round



Presentation | P2P Media Summit
                                                                                                                           CacheLogic
                                                                                                                           Advanced Solutions for P2P Networks




    P2P as future of distribution                              CacheLogic Research
                                                               Internet Protocol Breakdown 1993 - 2006
    P2P has been at the forefront of the
    exponential growth in demand for on
    line 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 !!
        CacheLogic Research
        Breakdown of File-Types on Major P2P Networks - 2006


                                                                  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




Presentation | P2P Media Summit
                                  CacheLogic
                                  Advanced Solutions for P2P Networks




    P2P is a global phenomena




Presentation | P2P Media Summit
                                                                                                       CacheLogic
                                                                                                       Advanced Solutions for P2P Networks




    Why is P2P so attractive ?
         MP3 Single (e.g. iTunes)                             Scalability
                                                                    Existing distribution and streaming technologies
           Typical MP3 file size           5MB
                                                                     penalise content owners for success!
           Commercial value                $1.00
           Value/data density              $0.20 per MB/
                                           $200 per GB
         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

          Decreasing Revenue per GB
              Big disparity between Audio and Video
              HD will make this problem even worse
          iTunes
                                                                    The economics of P2P delivery are much closer to
              $1.00 (5Mb Audio)                                     broadcast economics
              $1.79 (500Mb Video)
Presentation | P2P Media Summit
                                  CacheLogic
                                  Advanced Solutions for P2P Networks




    Sounds Great….But




Presentation | P2P Media Summit
                                                     CacheLogic
                                                     Advanced Solutions for P2P Networks




    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



Presentation | P2P Media Summit
                                            CacheLogic
                                            Advanced Solutions for P2P Networks




    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



Presentation | P2P Media Summit
                                                     CacheLogic
                                                     Advanced Solutions for P2P Networks




    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




Presentation | P2P Media Summit
                                                     CacheLogic
                                                     Advanced Solutions for P2P Networks




    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


Presentation | P2P Media Summit
                                                                                                              CacheLogic
                                                                                                              Advanced Solutions for P2P Networks




    VelociX: introduction
    BROADCASTERS | AGGREGATORS | FILM STUDIOS | VIDEO PORTALS | MUSIC LABELS | SOFTWARE VENDORS | COMPUTER GAMES VENDORS

                                                                       VelociX Performance Statistics:
    World’s first multi-protocol peer-assisted media                   Comparison of content download times
     delivery platform - creating an environment                       pure P2P vs. VelociX peer-assisted delivery

     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
                                                                       Parameters:
            Mass audience scalability                                 60 minutes television programme (sample 1 - encoded at
            Cost-effective large object distribution                  1Mbps and sample 2 – encoded at 2Mbps) downloaded
                                                                       over a 10Mbps connection


Presentation | P2P Media Summit
                                  CacheLogic
                                  Advanced Solutions for P2P Networks




    CacheLogic, NTL, BitTorrent




Presentation | P2P Media Summit
 How it Works
                                 Legitimate content provided by the
                Content          service is placed on the Servers
                 P2P


                Server          Tracker            Server           Server
                                                                   Look Up




The Tracker works as normal to find       If it is legitimate content, a cache is
Peers that can support the download       added into the Peer group.
The Results of the Trial
content: Film H
comment: Unbelievable speed! 18 mins for a 1.2Gb file. Awesome!

content: Episode 3
comment: 350mb in 5mins! epic!

content: Episode 2
comment: 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




    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




Presentation | P2P Media Summit
                                               CacheLogic
                                               Advanced Solutions for P2P Networks




                                  Thank You!




Presentation | P2P Media Summit
                                                                   CacheLogic
                                                                   Advanced Solutions for P2P Networks




    Traditional Content Delivery vs. P2P

                     Consumer                       Consumer

                      Access                         Access

                     Backbone                       Backbone
                       Host
                                                      Host

                      Content                        Content




            Content Flows like this   But in a P2P world it flows like this

Presentation | P2P Media Summit

								
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