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Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012 Telco CDN interconnection for Global Content Exchange Youngseok Lee Director, KT Network R&D.

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Presentation on theme: "Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012 Telco CDN interconnection for Global Content Exchange Youngseok Lee Director, KT Network R&D."— Presentation transcript:

1 Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012 Telco CDN interconnection for Global Content Exchange Youngseok Lee Director, KT Network R&D Laboratory goleeys@kt.com ITU Workshop on Bridging the Standardization Gap (Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012)

2 Table 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 Peoples Democratic Republic, 30-31 July 2012

3 3 CDN market status and expectation Global CDN market status 2011 Global CDN Total market: 1.9B$ Number 1 Global CDN Povider : Akamai Rev: 63.2%, Customer Vol.: 20% 2015 Global CDN Expectation Frost & Sullivan Research: ~6B$ Cisco IBSG: Premium Contents Delivery and Telco CDN Federation: ~12B$ Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

4 4 Global CDN Market Expectation CDN Market Big 3 Parties Global CDN Providers: Akamai, Limelight Networks, CDNetworks, … Global CPs: Google, Microsoft, Yahoo,… Telco CDN and Telcos: Telco CDN federation, IETF CDNi wg And, Others : BitTorrent, P2P CDN providers, … CDN market possible 3 scenarios Telco Last mile + Global CDN Providers Telco Last mile + Global CPs Telco CDN interconnection/Federation based on Smart Pipe Concept Key issues in CDN market Mobile optimized ? : Acceleration, Mobile CDN Global Coverage ? Low Cost, High Quality, and Premium Delivery ? Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

5 5 End User wants Freemium Service ! Ready for providing Freemium Service ? End Users 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 its 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 $ Free Riding Free Riding Operator BB 3G/4G Radio area 3G/4G MBH Wired Access net IX/Overseas area : Big point for Premium CD : Small point for Premium CD Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

6 6 Mobile CDN for Premium CD Mobile CDN Design issue for Premium Content Delivery The optimization of mobile data traffic transmission Highway for premium mobile data traffic in mobile area to provide QoS guarantee Automatic and Dynamic Caching for premium mobile data traffic in the MBH for overcoming the QoS issue of IX/Overseas area Operator BB Gold $$$ Silver $$ Gold $$$ Silver $$ Bronze $ Free Riding Free Riding 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 Pipe Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

7 7 Open API Cloud in the Net Smart Node Revenue-generating Contents delivery service based on CP/OTT collaboration Distributed/Dynamic storing and 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 Peoples Democratic Republic, 30-31 July 2012

8 8 Smart network benefits AS-IS TO-BE benefitsAs-IsTo-Be E nd User Perspectives 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 Oriented Smart Network CP Amazon OTTs Apple QoS, Big Profit QoS, Big Profit B2B2C, Two-side market based on Smart pipe Smart node Smart node Smart node Dumb pipe internet CP OTTs No QoS, Small Profit No QoS, Small Profit B2C, One-side market based on Dumb pipe $$ $$ Small subscriber group (limited market) $$$ Big subscriber groups (Economies of scale) -Online Ad -Target Ad -Online Ad -Target Ad $$$ $$ Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

9 9 Smart network benefits benefitsAs-IsTo-Be CP/OTT/ Cloud Provider Perspectives 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 Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

10 10 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 Smart Pipe: $$ Seoul #1 Seoul #2 Lab. #3 DJ. #4 PoC CP Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

11 11 For the QoS guarantee of inter ISP Content Delivery, we need Telco CDN interconnection. Economy of scale for content exchange market No 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 exchange Dumb 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 Telco CDN Interconnection Content exchange($$$) Low Cost/ QoS guarantee Economy of Scale Revenue Sharing ($) Why Telco CDN interconnection ? Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

12 12 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 traffic Keeps increasing 32% 24% Telco2 IX Telco3Others 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. Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

13 13 Cisco CDS-IS Cisco CDS-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 ? BTs own cache in BT network Edge for Inter ISP content delivery QoS guarantee between end-user point and cache server point, by using of network QoS. User1 CP1 (Origin) ISP1s Backbone BT IP/MPLSBackbone Guaranteed traffic Cisco CDS-IS Cisco CDS-IS Internet (IX/Transit) No WCC Service case Caching 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. 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).... Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

14 14 Global Telco CDN interconnection use case (Vendor interworking) Telco CDN interconnection between FT-Orange and Poland PT with different vendors FT-Orange is using Ciscos CDS solution for Telco CDN Service PT(TPSA) is using Coblitzs CDN solution for Telco CDN Service Successful trial case of Telco CDN interconnection by using of different Vendors No special issues even in different vendors for Telco CDN interconnection Origin Server Origin Server FT CDN (CDS-IS) CDS-IS Cache CDS-IS Cache PT CDN (Coblitz) Coblitz Cache Coblitz Cache CP Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

15 15 Conflict between Level3(CDN provider) and Comcast Level3 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 cant pay from the FCCs 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 Peering 25% in US total traffic Vol. Huge traffic injection with Free peering Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

16 16 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) KT Global Telco CDN interconnection status Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

17 17 Inter-CDN Contents Routing VoD & Live contents delivery, Massive Software Distribution Differentiated Delivery (QoS test) Content delivery over IPv6 Network CDN 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 Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

18 18 Smart Network CDNi Asia CDNi Europe 2 CDNi Europe 1 CDNi America * CDNi: CDN Interconnection Conclusions 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. Vientiane, Lao Peoples Democratic Republic, 30-31 July 2012

19 19 Discussion


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