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Introduction to PeerApp

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1 Introduction to PeerApp
November 2007

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 Source: AccuStream iMedia Research
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. % Market Growth 2003 106.3% 2004 85.7% 2005 99.5% 2006 130.4% 2007 92.9% 2008 85.8% 2009 78.5% 2010 67.7% Source: AccuStream iMedia Research 3

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. 4

5 PeerApp UltraBand™ Caching Infrastructure
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 Internet P2P Users P2P Traffic Flows A B C Layer 7 Switch PeerApp UltraBand ISP Subscribers

6 Connectivity Options Internet
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 10Gb Pipe P2P equals to x% of the pipe Internet ISP Network There are multiple methods in which one can interface with a service provider’s network in order to provide a service. There are several questions one needs to ask himself beforehand, what is he trying to solve in the short and the long term?, what will be the most effective way in approaching such problems & what is the longevity of such a solution? Such questions are the reason why connectivity is key. The ability to adapt to needs and the dynamic of the challenge cannot and mustn’t be addressed with a tactical solution, but must be addressed with a strategy, which relies on multiple networking technologies and partnerships. PBR, Redirection, server load balancing represents three methods to comply with the heterogeneous of customer networks and needs, it provides customers with the breath to create a solution that will comply with their unique needs & that will provide them with the ability to introduce support of new protocols, i.e. HTTP video streaming, new P2P networks and what ever the future holds. This distributed design and applying different networking methodologies creates a strong infrastructure for what is to come. For instance, PBR, is a method applied on the SP’s routers, which may take multiple paths. By using high performance DPI switches, we can classify P2P traffic and mark it for caching. The PBR identifies such marks and allows us to deal only with the relevant traffic. This approach makes us ambivalent to the size of the pipes being used by the customer, for example, 10GB pipes, affect the caching servers, the piece that we are interested in the percentage of P2P traffic which is part of this pipe. In order to support 10GB networks the device that needs to handle it is the DPI switch, NOT the cache server. X% of P2P traffic 6

7 How UltraBand Works: P2P Caching In
1 ISP subscribers request file L7 Redirector Internet ISP Subscriber Internet User Files Cached Transparently while being downloaded 2 UltraBand 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

8 How UltraBand Works: Downstream Cache Out
1 ISP subscribers request file L7 Redirector Internet X ISP Subscriber Internet User Keep-Alive File transfer stopped but connection kept alive for transparency 2 3 File Served from Cache transparently UltraBand 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

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 Internet P2P users Neighborhood ISP Network P2P Customers Congestion of last mile affects all users Request Hash Pieces Provide requested Hash Pieces Respond on behalf of the ISP customer YouTube Users Maintain user rating P2P users Basic HTTP Services Users

10 UltraBand Product Family
UB2000 UB1000 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 Dell PowerEdge™ Server Dell PowerVault™ Storage EMC CLARiiON™ CX3 Storage Array Decoupled Hardware & Software Highest Performance & Highest Scalability

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 PeerApp UltraBand Content Acceleration
Peer: Video File Source 1GB Film Internet 8 Gb/s 2Gb/s PeerApp Enabled ISP UltraBand ISP ISP Download Time = 8+ Hrs Download Time = 20 Min PeerApp UltraBand = 24x Improvement in Download Time = Customer Satisfaction

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

15 Media Cache for Subscriber Growth
Actual Service Provider Example 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 Before PeerApp After PeerApp Total Last-Mile Throughput 5,700 Mbps 7,100 Mbps Active subscribers 120,000 153,000 Avg. Bandwidth Consumed per Sub 8GB/month 14GB/month 15

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 Thank you

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