introduction to peerapp november 2007. 2 peerapp – the company established in 2004, predicting the...
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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, 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
Key Market Factors
P2P delivery of multi-media files (BitTorrent), real time streaming (mlb.com) 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.
Total Media Bandwidth Consumed - US
0.00
2000.00
4000.006000.00
8000.00
10000.00
12000.0014000.00
16000.00
18000.00
2002 2003 2004 2005 2006 2007 2008 2009 2010
Mil
lio
n G
B
2003 106.3%
2004 85.7%
2005 99.5%
2006 130.4%
2007 92.9%
2008 85.8%
2009 78.5%
2010 67.7%
% Market Growth
Source: AccuStream iMedia Research
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
ISP Subscribers
PeerApp UltraBand™ Caching Infrastructure
P2P Traffic Flows
BA
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
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
InternetInternetISP NetworkISP Network
10Gb Pipe10Gb Pipe
P2P equals to x%
of the pipe
X% of X% of P2P P2P
traffictraffic
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
ISPSubscriber
InternetUser
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 fromCache transparently
Internet
UltraBand
ISPSubscriber
InternetUser
XKeep-Alive
L7 Redirector
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
NeighborhoodInternetInternetISP Network
P2P users
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
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
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
ISP
Internet
ISP
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/s 2Gb/s
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
P2P Download Performance
5829 20 13 6
455 441 422 404383
97 8358
32
146
0
50
100
150
200
250
300
350
400
450
500
512 Kbps 1024 Kbps 1536 Kbps 2560 Kbps 5120 Kbps
Access Speed
Min
ute
s
With PeerApp P2P without PeerApp Hybrid CDN
14
Smart Bandwidth™ Generation
In traffic 440M + PeerApp 770M =Total 1210M
Economically satisfy increase in consumer bandwidth demand
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 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
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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