UCB Media Technology SummitSept 30, 2009

Michael J FranklinProfessor, EECS UC BerkeleyFounder and CTO, Truviso

Technology Makes Things Simpler?

Understanding the Opportunities

3

User Devices and Interfaces

Collection + Display + Ubiquitous Connectivity

4

Continuous Improvement of Input Devices

Ubiquitous Connectivity

6

Display & Augmented Reality

7

Devices & Interfaces: Trends

8

SmallerHigher-fidelityBetter Integrated

Camera+GPS+Audio+Comm+…More Connected

The Internet of PeopleThe Internet of Things

Smarter and Personalized

Collection + Display + Ubiquitous Connectivity

Back-End Technologies

Massive Data + Analytics + Cloud Computing

9

The Web is Deeper than you Think

10

Every:• Click• Ad impression• Wall post, friending, …• Billing event• Fast Forward, pause,…• Server request• Transaction• Network message• Fault• …Generates Streams of Data that can be Analyzed

Business Analytics are all the Rage…

Goal: Obtain “Actionable Insight” in complex environments.

Challenge: Vast amounts of disparate data and limited time.

Example: Video/TV Distribution

• Nielsen panels 5,000 households nationally and 20,000 in local TV markets for current television viewership.

• The U.S. Online Video audience is currently over 150 million viewers.

.

Data Flow Architecture

From playout to reporting.

• Viewer• Program/Content• Technology platform• Minutes viewed• Program segments

viewed• Ads viewed• Viewing behaviors (FF,

RW)From Doug Parrish, Move Networks

times 10’s or100’s M of users,

every 5 minutes…

Real-Time Visibility & Historical Trends

Enabling Infrastructure: Cloud Computing

15

16

Scale-Out: The Million-Server Data Center

Utility Computing: “Pay as you Go”

• Amazon Elastic Compute Cloud (EC2)• “Compute unit” rental: $0.10-0.80/hr.

• N

• No up-front cost, no contract, no minimum• Can expand and contract “on-demand”

• Other major players: Microsoft, Google, Oracle,…

“Instances” Platform Cores Memory DiskSmall - $0.10 / hr 32-bit 1 1.7 GB 160 GB

Large - $0.40 / hr 64-bit 4 7.5 GB 850 GB – 2 spindles

XLarge - $0.80 / hr 64-bit 8 15.0 GB 1690 GB – 3 spindles

Massive Resources are Virtualized

18

“Hybrid Intelligence”

Innovations

19

• MPP – Massive Parallel Processing enables• Massive data crunching• Provision of large-scale services• Content storage, search, and delivery

• Streaming analytics enable real-time actions.• Distributed systems enable large-scale

personalized content delivery.• Open Source software stacks driving

innovations and adoption.

Implications

20

• Small devices are backed by nearly infinite resources

• CDNs enable massive distribution• Activities can be monitored, aggregated, and

predicted in real-time and at a very fine grain:• Personalization• Behavioral Targeting/Predictive Analytics• Service Optimization• New and Improved Products & Services • New and Improved Business Models

Analytics provide the key to Monetization.

New Interaction Patterns and Business Models

Participatory Culture + Hyper-Personalization +

Social Computing + Ubiquity

21

Participatory Culture - Overt

22

Participatory Culture – “Less Overt”

23

John Murrell: GM SV 9/17/09…every time we use a Google app or service, we are working on behalf of the search sovereign, creating more content for it to index and monetize or teaching it something potentially useful about our desires, intentions and behavior.

24

Search vs. Real-Time Web

On the Real-TimeWeb you can tracktrends instantly.

Personalization and Narrowcasting

25

In Summary: Revisiting the Opportunities

26

Collection + Display +Ubiquitous Connectivity

Massive Data + Analytics + Cloud Computing

Participatory Culture + Hyper-Personalization +Social Computing + Ubiquity

For more information

27