mobile operators: from packet delivery to content logistics
DESCRIPTION
Video is THE dominating traffic source on mobile networks. Mobile operators need to address that through innovative new services. The talk proposes to move from a dumb packet delivery service to Content Logistics. It describes a new technical approach & business model to tackle thatTRANSCRIPT
Faster Networks Faster to the Abyss?
From “packet delivery” to “content logistics”
Maximilian OttCTO, Incoming Media
2
Objective
• Carriers need to provide a different service• From “packet/bit delivery” to “content logistics”
• Outline• Why nobody likes Carriers• The Standoff between Carrier & Service Providers• Incoming: Solving Mobile Video with Data Science• A Proposal for a new Carrier Service
3
Nobody likes Carriers
Voice
SMS
http://bit.ly/1bOmlVl
Not too long ago they actually provided a service customers wanted
4
Nobody likes Carriers
Voice
SMS
http://bit.ly/1bOmlVl
YouTube
Carrier
5
… Even the Financial Markets
6
… Even the Financial Markets
• Carriers look more & more like utilities• Valuation (P/E Multiple) will drop accordingly
7
Mexican Standoff
ServiceProvider
Carrier
Advertiser
8
But it is a Symbiotic Dependency
• Increased User Experience, increased Income• Great User Experience requires great network
• Service Providers need to incentivize Carriers to help maximizing User Engagement
9
How to Share?
ServiceProvider
Carrier
Advertiser ???
10
How to Share – Shapley Values?
• Model as a cooperative game which derives a distribution among the players of the total surplus generated by their coalition.
• http://en.wikipedia.org/wiki/Shapley_value• Ma, et al, Internet Economics: The use of Shapley value for ISP
settlement, CoNeXT ‘07
11
More pragmatic – Let’s look at Cost
• What is the REAL cost of delivering a Movie?• Infrastructure (CapEx) & Operation (OpEx)
• Dominated by Capex• Capex driven by PEAK demand• Leads to Congestion Pricing
• Cost varies greatly based on congestion – Orders of Magnitude!• Same for service providers (servers, connectivity)
12
More pragmatic – Let’s look at Cost
Real delivery cost of a Bit can vary by
Orders of Magnitude!
13
Lower the Peaks, Filling the Valleys
Time-shifting
14
Lower the Peaks, Filling the Valleys
Time-shifting
But Data Services cannot do that!
15
What is the traffic mix?
VideoWeb Games
Voice M2M
Live
16
Anything special about Video?
t
“Created”
Hours – days - months
Consumed
FedEx – Packet delivery?
FedEx – Logistics Company!
FedEx – Logistics Company!
The ideal place for zero-latency delivery
20
Content Logistics
21
Content Logistics – Control Peaks
22
Lowering Cost by Increasing Traffic!
23
Incoming Media
24
The Phone IS part of the network!
• Lots of storage• Lots of processing• Big screen• Lots of sensors• ONE, very loyal user• The FIRST screen
25
Incoming Media
• Smart on-device content pre-positioning• Create great mobile video experiences• Increase engagement and satisfaction• Save money doing this
26
Incoming’s Solution
• Pre-fetching content on the mobile utilizing spare network capacity when available.
• Decision what and when to pre-fetch is based on our ability to learn (and predict):• user behavior• user’s social network behavior• mobile’s context and network environment• operator’s preferences
27
Incoming’s Architecture
Incoming TV App
• Proves value proposition of Smart Caching to user
• Over 1.3M installs
• 80% cache-hit ratio
• Top 20% users watching 10 to 20+ mins per day
• Zero mobile data cost
• Instant start, zero stalling, zero buffering, HD video
28
29
What should Carriers do?
30
Content Logistics Service
• New content-centric network API• This is a bit different to CCN proposals
• Smart distributed storage • This includes mobile device (terminals)• Opportunistic pre-positioning of content
• Less-than-best-effort traffic class• Only forward when there is nothing else to
31
Content-centric network API
• Declaring of intent• Probabilistic intent of future use
• Declaring meta-data• Prediction algorithms rely on discovering
correlations• Providing feedback
• What was the final utility of retrieved content
32
Smart distributed storage
• Storage before bottleneck• Using meta-data and past behavior to predict:
• what to store• when to move between storage
• Building on IEEE 2200 (HQME)?
33
New Traffic Class
• Less-than-best-effort traffic class• Focus on keeping pipes full
• Using IP Header DiffServ Code Points (DSCP)?• Technology is there• May require new Traffic Management insights• Various large carriers are thinking about it• Interest in exploiting LTE Broadcast
34
Conclusion
• Carriers need to provide a different service• From “packet/bit delivery” to “content logistics”
• Video is THE dominating traffic source• Need new technical approach & business
model to tackle it• Move from ‘dumb pipes’ to ‘smart logistics’
Faster Networks Faster to the Abyss?
From “packet delivery” to “content logistics”
Maximilian OttCTO, Incoming Media