1. kendra initiative CONTENT DELIVERY RESEARCH New Broadband Content Delivery Strategies London - September 2001 "Fueling the demand for broadband Internet" Daniel Harris - Instigator Kendra Initiative

2. kendra initiative Interactivity starts at home... n Hello, I am a consumer...

3. kendra initiative Interactivity starts at home... n Hello, I am a consumer... Question... n Who’s heard of Kendra Initiative?

4. kendra initiative Interactivity starts at home... n Hello, I am a consumer... Question... n Who’s heard of Kendra Initiative? n Who are you? –Content owners? –Telcos?

5. kendra initiative Interactivity starts at home... n Hello, I am a consumer... Question... n Who’s heard of Kendra Initiative? n Who are you? –Content owners? –Telcos? n What do you want as a consumer? –“What I want, when I want, where I want, how I want and I will pay for it!!!”

6. kendra initiative Interactivity starts at home... n Hello, I am a consumer... Question... n Who’s heard of Kendra Initiative? n Who are you? –Content owners? –Telcos? n What do you want as a consumer? –“What I want, when I want, where I want, how I want and I will pay for it!!!” n What come’s closest to providing your ideal consumer experience on the Internet so far?

7. kendra initiative Interactivity starts at home... Question... n Who used Napster?

8. kendra initiative Interactivity starts at home... Question... n Who used Napster? n Why? No cost or more convenience?

9. kendra initiative Interactivity starts at home... Question... n Who used Napster? n Why? No cost or more convenience? n Who would have paid for content?

10. kendra initiative Interactivity starts at home... Question... n Who used Napster? n Why? No cost or more convenience? n Who would have paid for content? n How much? –100 GBP/month? –50 GBP/month? –25 GBP/month? –12.5 GBP/month?

11. kendra initiative Interactivity starts at home... Question... n Who used Napster? n Why? No cost or more convenience? n Who would have paid for content? n How much? –100 GBP/month? –50 GBP/month? –25 GBP/month? –12.5 GBP/month? n Would you use new Napster, Pressplay, MusicNet?

12. kendra initiative Interactivity starts at home... Question... n Who used Napster? n Why? No cost or more convenience? n Who would have paid for content? n How much? –100 GBP/month? –50 GBP/month? –25 GBP/month? –12.5 GBP/month? n Would you use new Napster, Pressplay, MusicNet? n For what reasons?

13. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence?

14. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence? n Is interoperability crucial for convergence?

15. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence? n Is interoperability crucial for convergence? n Who/what can provide this interoperability?

16. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence? n Is interoperability crucial for convergence? n Who/what can provide this interoperability? n Commercial companies or collaborative projects?

17. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence? n Is interoperability crucial for convergence? n Who/what can provide this interoperability? n Commercial companies or collaborative projects? n Who would participate in such a project?

18. kendra initiative Interactivity starts at home... Question... n What are crucial needs for convergence? n Is interoperability crucial for convergence? n Who/what can provide this interoperability? n Commercial companies or collaborative projects? n Who would participate in such a project? n What is the value to your company’s revenue of the potential results of such a collaborative project? –10000 GBP/annum? –1000 GBP/annum? –100 GBP/annum? –10 GBP/annum?

19. kendra initiative Hello!... n We are all consumers! n We want what we want, when we want and we want to pay for it! n How are we going to get want what we want?

20. kendra initiative What do we all want? n Content Consumers want access to all content, on demand, via personal interface and will pay for it. n Content Creators/Aggregators want to get financial reward for and retain control of the their content. n Service Providers and Hardware/Software Vendors want to enable consumers and creators/aggregators to do business and get what they all want.

21. kendra initiative The Kendra vision n Provide Consumers, Content Creators/Aggregators, Service Providers and Hardware/Software Vendors with a framework that will allow these organisations and individuals to be rewarded for their efforts. n Create an open and freely available content delivery architecture with no barriers to participation in its creation. n Build a system that allows users to pay for content. Provide an alternative to the current spate of old- Napster type P2P systems.

22. kendra initiative But what’s going on now? n Convergence - Internet meets TV. n Exponential growth in users needs. Internet backbones not keeping up with demand. n Lack of QoS over Internet - cannot yet guarantee that streamed content will get to an end user without getting net congestion. n Lack of common payment interface for consumers.

23. kendra initiative The danger n At one point 60 million old-Napster users with no comparable convenient alternative. n P2P systems are not killable. See Gnutella, Freenet, WinMX, Morpheus, Audio Galaxy, Aimster and more that we don’t know about yet... n We must build a more attractive (more reliable and more convenient) system or what's happening to the music industry potentially happens to the video/film industry and all other digital content.

24. kendra initiative But soon... n DSL will run at 8 Mbit/s (?!)- providing quality better than current broadcast TV. n We will need caching servers in every town, telephone exchange, head end, home and office. n No one vendor will rule - We will need an open protocol to allow the exchange of cached content between caching servers (cross vendor). n We will need content peering (what about P2P?).

25. kendra initiative Kendra - aims and objectives n Build an open Internet distribution and delivery system for the content industry. (Open solution - plug in to existing and future software/hardware). n Bring key industry and academic players together to contribute to goal. That means you! n Bring the content closer to the end user to ensure improved QoS. n Enable users to pay for content via easy interface.

26. kendra initiative Requirements for such a system... n Copyright management to track what content is going where and to make sure it is paid for (if required). n Standard tagging for content. Did we say Metadata (XML)? n Intelligent caching mechanisms so that only content that is most needed stays on the caching server. General redirect system to supply content from nearest server to the end user. n Payment system interoperability - banking system?

27. kendra initiative How do we build Kendra? n Look at desired interfaces first (not technology) for: –Consumers –Content owners –Service providers n Then develop requirements for the underlying technology from these interfaces. n Then develop technology that allows these interfaces to function...

28. kendra initiative What's happening now? n A live Internet trial to test the concept of a cross- vendor edge-server network. A test environment to model interfaces. n Test video content served in Real System, Windows Media and QuickTime formats up to 3 Mbit/s. n Over 350 (growing steadily) individuals participating in the initiative from companies which include: Akamai, Bertelsmann, BT Ignite, Cisco, Enron, Exodus, Freeserve, IBM, Inktomi, Intel, Loudeye, Microsoft, BBC Worldwide, Mirror Image, Nortel Networks, Telia and many more...

29. kendra initiative What's going to happen? n Continue webcasting on-demand content. Then live, still, textual content. Then generalised publishing... n Build media player interfaces to extract technology requirements. n Get user feedback and develop our ideas further. n Get further industry/academic backing and support. n Develop protocol technical specifications.

30. kendra initiative What you can do? n Get involved! –Register on the website to get news updates. –Participate in mailing lists. –Host content as part of the Kendra Network Trial. n Kendra is your project too. n To find out how to participate come to the website: http://www.kendra.org.uk

31. 22/10/2001 LONDON - Venue to be announced shortly... http://www.kendra.org.uk Come to the next Kendra meeting...

32. kendra initiative CONTENT DELIVERY RESEARCH http://www.kendra.org.uk Any questions?