© velocix 2009. all rights reserved.1 p2p and content distribution 2 nd annual p2p media summit las...

© Velocix 2009. All Rights Reserved. 1

P2P and Content Distribution2nd Annual P2P Media Summit Las Vegas7 January 2009

David Ferguson, Chief Architect


What is Velocix?

Standard delivery mechanisms:

• HTTP

• Flash Streaming

• Windows Media Streaming

Standard publishing mechanisms

Customer self service portal

Geographical restrictions, token authorisation, …

24x7 Support

SLAs

Object level control and real-time reporting

Core P2P Network

Bittorrent delivery

Bandwidth Blending• Optimal mix of P2P and

Server bandwidth

P2P+• Custom integration with 3rd

party P2P applications

Velocix Metro• Deep deployment for

consumer video services

A full service global CDN … with a twist

Backed by leading UK technology investors 3i and Amadeus


Velocix … P2P applied to CDN


Combining CDN and P2P Technologies

Velocix makes use of several technologies that were first widely used in P2P clients:

• Multi-sourceo Data is received from several sources simultaneously. o Provides increase throughput compared to single sourceo Adds resilience as reliance on single connection removedo Enables dynamic blending of bandwidth to minimise delivery costso Copes with change in network conditions by altering sources dynamically

• Peer deliveryo Data can be shared amongst users, as well as delivered from cacheso Reduces overall delivery costo Adds further resilience as number of sources increases

• Integrity checkingo Errors are detected at the piece level and corrected

• Resumable downloads o As the file is broken into pieces the download is treated as a series of discrete

transferso If a download is interrupted it will resume from the last complete piece, rather

than starting from the beginning

These technologies are used to improve quality and reliability within the Velocix network and are available over appropriate delivery protocols.


How does Bandwidth Blending work?

Lets start by comparing single source downloads vs P2P downloads

• Server – normally sent at required rate, but since it is served from a single server, it all needs to be served from a nearby server

• P2P – normally doesn’t provide good enough speed

Throughput

CustomerDesired Speed

Server Download Throughput

Time


P2P Download


How does Bandwidth Blending work?

P2P provides as much bandwidth as it can

Throughput


Velocix Delivery Speed Control

Expensive cache steps in smoothes off the transfer

Higher cost cache steps in and supplies most of shortfall at other times

Low cost cache steps in first and supplies most of shortfall most of the time

Throughput

Time


Background Delivery

The lower the target speed the cheaper the delivery


P2P+

Announced July 2008

Initiative for developers of commercial P2P media services and applications

Velocix integration provides QOS on top of underlying P2P delivery

Range of integration methods and consulting services

Announced partners:


Velocix Metro

TV video distribution is different to Web and P2P, requiring massive national bandwidth

Announced December 2008

Recognises ISP’s vital role in content delivery

Provides ISPs and Broadcasters with a intelligent low-cost platform for delivery of Internet content

Launch partners:

Launch customers:


What does the future hold?


Time for a check up…

In the UK, MOT test required every year when car reaches 3 years old

How good were my predictions at the first P2P Media Summit in 2006?

CacheLogic Advanced Solutions for P2P Networks

DCIA P2P Media Summit | P2P File Sharing - The Evolving Distribution Chain

Peer-to-Peer Today In the last seven years P2P

has grown to dominate Internet traffic

More than 60% of consumer Internet traffic is P2P

P2P saturates ISP networks Downstream: 50-65% Upstream: 70-80%

More than 60% of P2P is video

P2P files are massive Globally: >50% >1GB Asia: >50% >2.5GB

CacheLogic Advanced Solutions for P2P Networks

DCIA P2P Media Summit | P2P File Sharing - The Evolving Distribution Chain

Internet-Based Content Distribution is Evolving

Commercial distribution of

music over the Internet

becomes mainstream By the beginning of

2005, UK online single sales overtook CD single sales(1)

By the end of 2005, 20M tracks per week being bought online worldwide. And sales of MP3 players had overtaken that of CD players(2)

US physical media sales fell by 8-10% on 2005, where as online sales grew by between 150-200%(3)

Commercial trials of

Broadcast/DVDquality P2P video

BBC iMP ntl Warner Bros

Initial commercial

P2P video trials AOL Sky

2005 2006 2007

Rollout ofcommercial P2Pbroadcast qualityvideo services

Consumer Produced

Video Google Youtube

Portable Video iTunes


What went wrong?

P2P video distribution was dominating consumer Internet traffic

But the transition to commercial delivery using P2P was complicated by:

• DRM falling out of favour stalled download market• Client deployment concerns• Flash plugin enables custom player UI without user permission• Advertising funded free-to-use Web 2.0• Success of progressive download and streaming services

o Youtubeo Hulu, BBC iPlayer, etc.

• Mass market reluctance to wait for non-free content• Lack of compelling content on P2P TV services• Wholesale bandwidth costs dropped• Wholesale digital video content pricing• Influx of suppliers in traditional CDN space reduced delivery costs


So where does P2P fit in 2009?

Delivery methods:

• P2P – most bytes transmitted by other clients – market limited by asymmetric broadband access (DOCSIS/DSL)

• Single Source – bytes transmitted from a single server typically HTTP or streaming – classic CDN

• Multi Source – bytes transmitted from a combination of servers and (optionally) clients) – hybrid CDN

Flash Crowd

7-day Window

Long Tail

100kbpsP2P Client

Background delivery

1MbpsBrowser

SD

10MbpsHD

Multi Source Single

Source

P2P


P2P Content Delivery Future

Current opportunity limited by• Falling CDN pricing• CDNs keeping with up traffic volumes• Over supply in market• DRM/CA replaced by streaming

Indicators for future opportunity• Symmetric broadband access• Effective DRM/CA• Adaptive codecs• TV with integrated Internet• High capacity flash storage• Standardisation

o P4P a good starto Need standardisation in the system architecture and

inter-component communication


What’s the role of Velocix in all of this?

Fully operational hybrid CDN service provider with long background in P2P

We will provide content providers and ISPs with the best combination of technologies for quality cost-effective content distribution over the Internet

Like other service providers in this space, Velocix has developed most technology in-house

Just as we licence streaming servers, we’d welcome more off-the-shelf components that have rich APIs

We will play an active role in the standardisation process


Questions?

David Ferguson, Chief Architect

[email protected]

+44 7870 275338

Copyright StatementCopyright © Velocix Ltd, 2009, all rights reserved.

No part of this documentation may be reproduced in any form or by any means or be used tomake any derivative work (including translation, transformation or adaptation) withoutexplicit written consent of Velocix.

Registered office: 326 Cambridge Science Park, Milton Road, Cambridge, CB4 0WG, United Kingdom

© velocix 2009. all rights reserved.1 p2p and content distribution 2 nd annual p2p media summit las...

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