ibm aspera in telecommunications
DESCRIPTION
As communications service providers (CSP) respond to industry disrupters such as the empowered consumer, the rise of over-the-top (OTT) providers and the decline of traditional revenue lines like wireline voice and mobile messaging, they are faced on the other side with the enormous increase in data file sizes and quantities. Whether coordinating securely while mobile, increasing the amount of video-on-demand (VoD) content managed or moving big data on and off the cloud, IBM Aspera has a solution to meet the needs of today’s digital service provider.TRANSCRIPT
© 2014 IBM Corporation
IBM Aspera for TelecommunicationsMoments matter.
© 2014 IBM Corporation
Agenda
Disruption in the Telecommunications Industry
Why IBM Aspera is the Right Response to Industry Change
Executive Telecommunications Agendas for IBM Aspera
Why IBM is the Right Choice for Telecommunications
2
© 2014 IBM Corporation
Of customers want to order online and pickup or return in another channel like the store. 1
DISRUPTOR: Digitally empowered customers are changing the way commerce is done and while elusive they are extremely valuable to providers
Of users do research via their social network(s) prior to making a purchase decision for a product or service. 1
Is how much more an advocate of a brand spends with that company than an antagonist of a brand. 1
Of telecom customers identify themselves as advocates of their provider. The advocacy rate for telecom is half what it is for retail. 1
Evolving customer behaviors and priorities create new communications challenges and opportunities
84% 1/562% 12%
3
© 2014 IBM Corporation
Shifting ground: telecom landscape changes
Source: Question E9–How do you see the landscape changing over the next 3 to 5 years?; Telecommunications n=218
Operationalcontrol
Partnering toincrease efficiency
Focus on customers as segments
Face-to-faceinteraction
Smallerpartner base
Organizational openness
Partnering to increase value
Focus on customers as individuals
Social/digital interaction
Bigger partner network
27%
16%
18%
27%
12%
55%
68%
65%
82%
75%
Neutral
3a.Open up to customer influence
3b.Pioneer digital-physical integration
3c.Craft engaging customer experiences
4. Pulling together
DISRUPTOR: And Telecommunications CxO’sunderstand how important a relationship with the digitally empowered customer is
2 out of 3 of telecom CxOs expect difficulty in understanding and engaging the customer as an individual rather than as a category or market segment.
4
© 2014 IBM Corporation
DISRUPTOR: Over The Top (OTT) Providers Are Consuming More Data And Offering More Telecom-like Services
Together, Netflix and YouTube/Twitch make up nearly 50% of peak download traffic in North America
After being purchased by Facebook, WhatsApp announces they will roll out voice over IP (VoIP) services to 500 million users worldwide. 1
$386Billion USD
Netflix now accounts for nearly 35% of all downstream bandwidth during peak usage times - a service that did not even exist 7 years ago. 2
The amount of revenue that will be lost between 2012 and 2018 globally by telecom providers to OTT providers like Skype, Viber, WhatsApp and others. 3
5
© 2014 IBM Corporation
DISRUPTOR: Industry Leaders are Struggling with Synchronization and Timely File Transport
Does your company have the ability to synchronize its critical internal and external systems?
6
of organizations regard synchronization as critical to their overall success …
17%
83%
Yes, encompassing everyone
No, not with everyone
3%
34%
73%
Not critical Neutral Critical
Value chain synchronization
survey – Feb, 2012 for IBM
… however, only cansynchronize their internal and external systems to drive business performance and success
17%73%
© 2014 IBM Corporation
Agenda
Disruption in the Telecommunications Industry
Why IBM Aspera is the Right Response to Industry Change
Executive Telecommunications Agendas for IBM Aspera
Why IBM is the Right Choice for Telecommunications
7
© 2014 IBM Corporation
IBM Aspera Solutions Add Key Capabilities In IBM’s Market Leading Data Movement and Managed File Transfer Capability
Community-Centric
Multi-protocol edge gateway for universal connectivity to the
business community
Person-Centric
File sync and share
Emerging Use Cases
Governance
Security Common perimeter services, proxy and authentication
Actionable visibility for business, operations and compliance
Direct to Cloud …
System-Centric
Automated, reliable, secure transfers for system integration
High-Speed Large file/data set transfer and sync
8
© 2014 IBM Corporation
Smarter Commerce: IBM Aspera Capabilities Resolve Telecommunications Industry Imperatives
Digital Service Provider Enablement• IBM Aspera File Sharing Suite
Video Infrastructure• IBM Aspera High Speed File Transfer
IT Transformation• IBM Aspera High-Speed Sync
"With Aspera, we get a full suite of solutions that accelerates almost every aspect of our highly customized workflows, giving us a key strategic advantage over others...” 1
- VP of Infrastructure & Technical Services
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Accelerate Digital
Transformation
Create Infrastructure
Agility
© 2014 IBM Corporation
of organizations report they arechallenged to move big data quickly andefficiently enough to meet business requirements. 1
Smarter Commerce: IBM Aspera Capabilities Accelerate Business Value with Cumulative Benefits
According to a recent study, IBM Smarter Commerce pays back $12.05 USD for every $1 USD spent. 4
bandwidth utilization by FTP on high speed lines over distance without IBM Asperatechnology. 2
The number of hours it now takes to setup for large file projects, down from 2-3 weeks without IBM Asperatechnology. 4
Transcontinental file transfer speed improvements after deploying a High Speed File Transfer & Sync with no hardware or network upgrades required. 3
88% 100x<3% 2-3
10
© 2014 IBM Corporation
Agenda
Disruption in the Telecommunications Industry
Why IBM Aspera is the Right Response to Industry Change
Executive Telecommunications Agendas for IBM Aspera
Why IBM is the Right Choice for Telecommunications
11
© 2014 IBM Corporation
IBM Aspera for Telecommunications Customer, Video and Network
Executives
Digital Front Office & Smarter Networks
High Speed Marketing Coordination
High Speed Digital Video File Transfer and Streaming
CMO
Retail Leader
Chief Service Officer
________________________
CEO
Video Broadcast Executive
Content Delivery Leader
________________________
FSS HFT
Eliminate the bottlenecks of traditional TCP and
physical transport solutions by enabling
ultra-secure IBM Aspera High-Speed File Transfer
(HSFT) on premise and on the cloud to all members
of the broadcast and distribution and delivery
ecosystem.
12
Increase flexibility and workflow capabilities
along with the ability to accelerate transfer of
large graphic marketing assets by 100x to
deliver a coordinated and secure marketing solution with the IBM
Aspera File Sharing Suite (FSS).
HSS
Utilizing IBM Aspera High Speed Sync (HSS) for
extremely fast and efficient cloud, data
center and on premise synchronization for
sharing, distribution and disaster recovery.
High Speed Data Center & Cloud Sync
CTO
Chief Information Officer
VP of Data Centers
________________________
© 2014 IBM Corporation© 2014 IBM Corporation13
TOFROM
FSSHIGH SPEED MARKETING
COORDINATION
SmarterCommerce B2B
Inconsistent
& Slow
Coordinated
& Fast
© 2014 IBM Corporation
increase in adoption rate by community members
reduction in time spent to roll out new advertising
assets to storefronts and resellers
60%
80%
FSS HIGH SPEED MARKETING COORDINATION
A large North American consumer product brand needed a better way to coordinate marketing asset design and delivery internally, externally with partners, in the cloud and out to physical stores and resellers.
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marketing
© 2014 IBM Corporation
Growing Marketing Asset Volumes And Channels:
Social media video and online content
Internal and external (partner) drafts and
design revisions
Digital signage
Shannon And Her Colleagues Are
Using A Variety Of Services To
Collaborate:
Local store branding
Traditional print branding
Physical media delivery
Cloud transfer services
IT provided tools (FTP)
E-mail attachments
TELECOM MARKETING ASSET SIZES AND VOLUMES ARE EXPLODING FOR MARKETERS LIKE SHANNON
FSS HIGH SPEED MARKETING COORDINATION
Speed and security issues hamper most file sharing solutions today – IBM Aspera File Sharing Suite with FASP™ technology addresses all these issues and more to help marketers do more. Faster.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
2013 Vanson Bourne B2B Integration and MFT Global Study
30%
29%
29%
10%
15
© 2014 IBM Corporation
WITH THE POWER OF IBM ASPERA FILE SHARING SUITE SHANNON HAS TOOLS TO COLLABORATE AT SPEED WITH HER EXTENDED MARKETING TEAM
Browser plugin or installed desktop or mobile app
Supports significant
files sizes for branding including
broadcast video,
graphic design and
digital signage.
DESKTOP & BROWSER
ACCESS
CLOUD & SECURITY SUPPORT
LARGE FILE SUPPORT AT
SPEED
APIs FOR SEAMLESS
WORKFLOW
FSS can be integrated to existing marketing campaign
systems
Easily integrated
into mobile and cloud platform
solutions.
All files for shared
individuals and teams can be synced across
all access points
FSS
Supports shares either
locally, in the cloud or
both
Provides encrypted
transfers supporting
industry standards
HIGH SPEED MARKETING COORDINATION
Accelerate the sharing of information between people, systems and communities and provide high performance distribution and synchronization of large files while lessening the security risk from sharing file based information
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
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© 2014 IBM Corporation
THE IBM ASPERA FILE SHARING SUITE HELPS SHANNON’S TEAM GET TO MARKET FASTER WITH NEW CAMPAIGNS AND TIMELY ENGAGEMENT
Shannon’s company is sponsoring a live racing event and needs to develop new commercial video and social content quickly for a campaign.
FSS HIGH SPEED MARKETING COORDINATION
IBM Aspera File Sharing Suite creates a new paradigm of
speed and agilityfor telecommunications
marketingprofessionals.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
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CAMPAIGN MANAGEMENT
Shannon can quicklycreate a new shared space
for the working team that is secure and easily accessible from
mobile, web or integrated into existing collaboration solutions.
The production team partner is able to shoot new footage and upload the film to the shared space 100x faster than FTP for review and approval.
The social and static art development team is able to provide large digital proofs without worrying about older versions or extra versions being sent via e-mail since everything is consolidated and versioned.
Shannon’s leadership is able to review and approve the campaign assets days ahead of schedule due to the reduced time for transport and turnaround.
Final assets are delivered
through integration into
existing campaign
management solutions for
delivery.
© 2014 IBM Corporation
FASP TECHNOLOGY IS THE SECRET SAUCE THAT MAKES IBM ASPERA FILE SHARING SUITE UNMATCHED FOR MARKETING COORDINATION
Reduction in time for on-boarding new content partners – from 2-3 weeks to 2-3 hours
Reduction in transfer times –transfer that was taking 20 minutes now less than 1 min
Increase in total data shared per day - from 5GB to 190GB
HIGH SPEED MARKETING COORDINATION
IBM Aspera’spatented FASP transport technology is a proven standard for the high-speed movement of large files or large collections of files over wide area networks (WANs).
FSS
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
20x
38x
150x
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© 2014 IBM Corporation© 2014 IBM Corporation19
TOFROM
HFTHIGH SPEED DIGITAL VIDEO FILE
TRANSFER AND STREAMING
Limited &
Inefficient
Boundless &
Efficacious
SmarterCommerce B2B
© 2014 IBM Corporation
of disaster recovery data synced across the country
every day
2TB+Offering sports, cinema and entertainment channels to 4+ million customers while working with 250 post-production partners to provide short-form media content required an upgraded broadcast workflow that could handle the contribution process and streamline broadcast operations.
20
“Our primary objective with this new implementation is to shorten lead times on material procurement. We are looking to achieve maximum velocity to on-air playout with high-performance media ingest, delivery and distribution workflows.” – Head of Broadcast Operations
video distribution
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMINGHFT
© 2014 IBM Corporation
DIGITAL AND MOBILE BROADCAST EXECS LIKE BRYAN ARE FACING LARGER FILE SIZES AND EXPONENTIAL STREAMING GROWTH
UltraHD/4k video files can be in excess of 40GB each
Video will account for 79% of all IP traffic in 20181
World Cup streaming topped 4.3Tbs in 20142
Online TV viewers will cross a critical tipping point in 2014, surpassing 50% of the US internet user population3
21
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING
Apple’s iTunes™ Store, Microsoft’s Xbox LIVE Marketplace™ and Amazon Video On Demand™ require predictable delivery time and highly concurrent transfer throughput are critical to meet to the rapid release cycles for their popular portals.
HFT
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
© 2014 IBM Corporation
IBM ASPERA HIGH SPEED FILE TRANSFER HELPS BRYAN’S ORGANIZATION UNLOCK LIMITS TO FILE TRANSFER & STREAMING SPEED AND DISTANCE
Bryan’s team can utilize web, mobile, desktop or server clients for ingestion to the cloud, local storage or both.
Reduce dependencies on CDNs and peering servers to achieve exceptional customer experiences.
Transfer large file sets like advertising videos from third parties 100x faster than before.
Security is a high priority at telecom providers and Bryan can take comfort that his solution is compliant.
TRANSFER
HOW TO MAKE
IT HAPPEN:
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MORE
FASTERKNOW
MORE
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING
• File workflow and routing
• Advanced user and server management
• Complete monitoring and reporting
• High-availability configuration (active/active or active/passive)
• Extensive API support for embedding into existing transport solutions
HFT
22
© 2014 IBM Corporation
IBM ASPERA HIGH SPEED FILE TRANSFER HELPS BRYAN’S TEAM PROVIDE BETTER CUSTOMER EXPERIENCES THAN EVER BEFORE
Bryan’s broadcast team is supporting a sporting event being shot in 4k an is concerned about missing SLA deadlines due to the inability to receive and organize inbound video contentincreased volumes and file sizes.
HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING
“Aspera is now our approved standard for transferring
content around the world."
Director of Post Production Content Security at Universal Pictures
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
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END USER DELIVERY
Bryan’s team does not have the budget or the time to make any significant improvements to his
company’s physical network hardware or cable infrastructure.
Security requirements for the content is at an all-time high as Bryan’s company is the sole provider of broadcast and online viewing of the sporting event.
Bryan’s group decides to deploy the IBM Aspera High Speed File Transfer solution in order to overcome bandwidth limitations with traditional IP file transfers.
The team is able to deliver live 4k event video to the cloud CDN (requires Aspera on Demand) for transcoding and broadcast all over the world.
Bryan’s team now has the ability to
move huge 4k broadcast video files quickly and securely
to cloud or on premise repositories
for delivery to end users.
HFT
© 2014 IBM Corporation
IBM ASPERA PATENTED FASP TECHNOLOGY DELIVERS BLISTERING SPEEDS REGARDLESS OF TRADITIONAL FILE AND NETWORK LIMITATIONS
Maximum transfer speed,
bandwidth utilization and maximum I/O
throughput on any storage
platform regardless of
number or size of files
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
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HIGH SPEED DIGITAL VIDEO FILE TRANSFER AND STREAMING
• Deployed across enterprise servers, private, public and hybrid clouds
• Powerful and flexible security model combining authorization, user management, and access control
• Search, filtering, and sorting capabilities
HFT
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FILE SIZEINDEPENDENT
DISTANCEINDEPENDENT
Transfer, replicate or synchronize your data in all types of scenarios: one-to-one, hub and spoke, unidirectional and multi-directional
INFRASTRUCTURE AGNOSTIC
Locate your big data anywhere and move it seamlessly with high-speed,
secure transfers
ANY DEPLOYMENT
MODEL
ON PREMISE CLOUDHYBRID
© 2014 IBM Corporation© 2014 IBM Corporation25
HSS
Speedy & Reliable
Sluggish & Unpredictable
SmarterCommerce B2B
TO
HIGH SPEED DATA CENTER AND
CLOUD SYNC
© 2014 IBM Corporation
reliability and service levels
operational and resource costs
One of the largest telecommunications, mobile and television providers in North America utilizes IBM high-speed file transfer to enable large scale ad ingest with high reliability and lowered operational costs.
Higher
Lower
HIGH-SPEED DATA CENTER AND CLOUD SYNC
Better telecommunications
HSS
© 2014 IBM Corporation
Reduce the time to send and
receive secure files even across remote or poor
data connections at
up to 100x faster than
standard protocols like
FTP.
Cloud and mobile growth means CSPs must synchronize more data than ever between
data centers and user systems
Big data social, customer and network analysis data archival
Media content distribution for streaming or broadcast
Data migration of CDR records for mobile usage and location
Remote sync of data centers and servers for disaster
recovery
DATA SETS GET ARE GETTING BIGGER AND CSPs ARE OFFERING MORE VIDEO CONTENT AND BIG DATA SERVICES
HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
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LARGE DATA
FILES & SETS
© 2014 IBM Corporation
IBM Aspera Sync intelligently
recognizes changes and file system
operations, instantaneously synchronizing of
millions of files and multi-terabyte file
sets at multi-gigabit transfer speeds to remote peers with
encryption in transit and at rest that
assures maximum security of business-
critical digital assets.
IBM ASPERA HIGH SPEED SYNC DELIVERS FASTER, MORE RELIABLY AND MORE SECURELY THAN RSYNC
Exabytes of data are created
every single day
2.5 1000x
IBM Aspera High Speed
Sync is up to 1000 times faster than traditional
rSync
40%
Current per annum
growth rate in enterprise storage each
year
HSS HIGH-SPEED DATA CENTER AND CLOUD SYNC
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
© 2014 IBM Corporation
IBM Aspera FASP technology is an
evolutionary leap in rapid file movement virtually eliminating time constraints and
throughput bottlenecks on even the most fragile and
underpowered networks.
IBM ASPERA HIGH SPEED SYNC GENERATES SIGNIFICANT SPEED IMPACTS WITHOUT ANY HARDWARE OR NETWORK ENHANCEMENTS
in network utilization.From 2% to 99% for file transfers.
Transfer that was taking 10 hours now takes 26 minutes.
in process turnaround time.Media collection to broadcast from 6 to 1.5 days.
20X + FASTER
4X REDUCTION
97%INCREASE
HIGH-SPEED DATA CENTER AND CLOUD SYNCHSS
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
© 2014 IBM Corporation
Agenda
Disruption in the Telecommunications Industry
Why IBM Aspera is the Right Response to Industry Change
Executive Telecommunications Agendas for IBM Aspera
Why IBM is the Right Choice for Telecommunications
30
© 2014 IBM Corporation
IBM is dedicated to your success, in your industry
Unparalleled
Industry Expertise
• Accelerate solution design and thorough business process expertise
• Reduce project risk with reusable implementation patterns and support for industry standards
• Providing services to the top 20 telecom providers worldwide.
Extensive Industry
Support Community
• IBM partners with the top communications providers in the world to invest in innovative design, functionality, and integration
• Dedicated resources within Global Business Services with an average of more than 10 years of experience
• Services organization closely aligned with software products to effectively translate technology into business outcomes
Significant Technical
Investment
• Over $3 billion invested in the last 3 years to create a truly smarter approach to commerce
• Integrated products for easier implementation and increased speed to value
• Synchronized product roadmaps across software portfolio
31
© 2014 IBM Corporation32