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Introduction to PeerApp November 2007. 2 PeerApp – The Company Established in 2004, predicting the growth and potential of P2P networks for media delivery,

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Presentation on theme: "Introduction to PeerApp November 2007. 2 PeerApp – The Company Established in 2004, predicting the growth and potential of P2P networks for media delivery,"— Presentation transcript:

1 Introduction to PeerApp November 2007

2 2 PeerApp – The Company Established in 2004, predicting the growth and potential of P2P networks for media delivery, develop solutions for service providers to: Cache files to cost effectively satisfy increased subscriber demand for multi-media Accelerate content delivery to create competitive advantages and promote top tier broadband packages Create premium value-added services to participate in the revenue chain associated with accelerating multi-media delivery Received the first and only patent in area of P2P content acceleration Management team with extensive experience in Internet, storage, and networking solutions VC Funded

3 3 Key Market Factors P2P delivery of multi-media files (BitTorrent), real time streaming ( and the viewing video clips (YouTube) today consume 2/3 of broadband traffic. Fast and efficient delivery of broadband video and games IS the killer application to drive subscriber growth and satisfaction Most estimates project an 8 fold increase in the volume of bandwidth consumed by broadband households from 2006 to 2010. Rapid growth of media consumption results in higher bandwidth costs for ISPs without added revenues. 2003106.3% 200485.7% 200599.5% 2006130.4% 200792.9% 200885.8% 200978.5% 201067.7% % Market Growth Source: AccuStream iMedia Research

4 4 PeerApp Solutions Caching: Most cost effective means to satisfy increase in media consumption (P2P and HTTP streaming). Media files are highly cacheable due to flash crowd effects Control: Allows service provider to assert complete control over media delivery and resource allocation (speed, bandwidth, & performance) Acceleration: Content Acceleration creates a distinct competitive advantage by delivering media at much faster rates to promote subscriber growth and top tier bandwidth packages. Value-Added Services: Create premium value-added services to participate in the revenue chain associated with accelerating multi-media delivery.

5 5 ISP Subscribers PeerApp UltraBand Caching Infrastructure P2P Traffic Flows B A C Internet P2P Users Layer 7 Switch PeerApp UltraBand Intervenes and serves all traffic transparently Integrated with DPI for only complete solution Intervenes and serves P2P & HTTP transactions transparently Scalable multi-gigabit bandwidth generation capabilities Superior media delivery and user experience through download acceleration Reduction of upstream bandwidth Serves data at wire speeds

6 6 Connectivity Options Solution design is based on multiple networking methodologies Policy Based Routing DPI based redirection Alteon Based Load Balancing Fully inline mode (up to 700Mbps) Carrier-Grade scalable connectivity ranging from 100Mb to 10Gb Internet ISP Network 10Gb Pipe P2P equals to x% of the pipe P2P equals to x% of the pipe X% of P2P traffic

7 7 Switch redirects P2P traffic to UltraBand (by L4 port or L7 signatures) PeerApp works in spoofing mode – non intrusive and transparent If the file does not exist in the cache, UltraBand simultaneously caches and forwards the downloaded file How UltraBand Works: P2P Caching In 1 2 ISP subscribers request file Files Cached Transparently while being downloaded Internet UltraBand L7 Redirector ISP Subscriber Internet User

8 8 If the file exists in the cache, the file is transmitted to the ISP subscriber transparently The session is maintained with the Internet user to ensure file availability How UltraBand Works: Downstream Cache Out 1 2 3 ISP subscribers request file File transfer stopped but connection kept alive for transparency File Served from Cache transparently Internet UltraBand ISP Subscriber Internet User X Keep-Alive L7 Redirector

9 9 How UltraBand Works: Upstream Caching Provide Upstream traffic from cache without affecting user rating Move Last Mile traffic to the cache & improve the neighboring customers internet experience Assert control over P2P traffic P2P Customers YouTube Users Basic HTTP Services Users Neighborhood Internet ISP Network P2P users Request Hash Pieces Provide requested Hash Pieces Congestion of last mile affects all users Maintain user rating Respond on behalf of the ISP customer

10 10 UltraBand Product Family Decoupled Hardware & Software Highest Performance & Highest Scalability Cache Element Scalable Storage Overview 3Gbps bandwidth capacity in 14U Up to 10 I/O blades per chassis N+1 Redundancy Shared SAN storage, storage capacity up to 64TB Proprietary clustered I/O layer Hitless upgrade and system restart Hot swappable Dual power, backplane, fans, etc. 1Gbps bandwidth capacity 1U cache element; 2U storage Directly attached storage Storage capacity up to 8TB High availability server Dual power and fans High swappable drives Dell PowerEdge Blade Server EMC CLARiiON CX3 Storage Array Dell PowerVault Storage UB1000UB2000 Dell PowerEdge Server

11 11 Business Drivers Households shift to the Internet for all forms of digital consumption P2P, movie downloads, TV-on-demand, games, video clips, SW upgrades, etc. Need to economically satisfy the growth of bandwidth consumption per household Subscriber Satisfaction Satisfy increase in bandwidth consumption Reduce Churn Reduce call center volume Promote top tier bandwidth packages to increase revenue 10x improvement in download time with PeerApp Justify premium price points Competitive Advantages Fast and efficient media delivery at wire speeds Promote subscriber growth

12 12 PeerApp UltraBand Content Acceleration ISP InternetISP Peer: Video File Source 1GB Film Download Time = 8+ Hrs Download Time = 20 Min PeerApp Enabled ISP UltraBand PeerApp UltraBand = 24x Improvement in Download Time = Customer Satisfaction 8 Gb/s2Gb/s

13 13 PeerApp Content Acceleration Assumes a 218MB video file (about 30 minute TV program) 6 Minutes vs. 6 hours download time Promotes top-tier broadband packages driving more revenue 10x improvement from 512Kb to 5Mb

14 14 Smart Bandwidth Generation In traffic 440M + PeerApp 770M = Total 1210M Economically satisfy increase in consumer bandwidth demand

15 15 Media Cache for Subscriber Growth Efficiently deliver media inside your network at WIRE SPEEDS Satisfy subscriber demand for monthly media consumption in a cost effective manner Supports subscriber and bandwidth consumption growth per subscriber 27.5% subscriber growth 123% increase in total media consumed (75% increase/sub) Reduced backhaul charges and only 19% increase in last mile Actual Service Provider Example Before PeerAppAfter PeerApp Total Last-Mile Throughput 5,700 Mbps7,100 Mbps Active subscribers120,000153,000 Avg. Bandwidth Consumed per Sub 8GB/month14GB/month

16 16 Summary Satisfied Subscribers Consuming more media Faster media delivery More efficient Network for media delivery Media files are highly cacheable and drive flash crowd behavior Reduce need to expand Transit links Intelligent caching to manage peak traffic on last mile Manage upstream bandwidth from P2P Ability to integrate with DPI for complete traffic management solution Generate Revenue Promote subscriber growth Promote top tier bandwidth packages Distinct competitive advantage Delivery enhanced services based on acceleration

17 17 Thank you

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