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Presentation Notes
Paul Southern, Pasoco Pte Ltd
Paul Southern
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Thursday 15 August 2013, 4-530pm
60 (plus Q&A)
IEEE Broadcast Technology Society Singapore Chapter
Franklin at Level 11, Connexis South Tower, 1 Fusionopolis Way, Singapore 138632
CDN
Public, non NDA. A*Star, NUS. IEEE members
Press Announcement: https://meetings.vtools.ieee.org/meeting_view/list_meeting/19605
Host: Guo Huaqun (I2R)
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Paul Southern • 25 years in IT, telco, media and digital
experiences • Large MNCs and startups • Mature and emerging markets on 6 continents • IPTV/OTT, cloud, CDN, Asianization, UX • Sales, strategy, CTO, business development,
development, support, Professional Services, consulting, founder
• CTO APACcache
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Internet megatrends
Drivers for CDN
Enterprise CDN
Transparent caching
Future of CDN
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Internet megatrends
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Internet megatrends 1
• Cloud: 1/3 of all data will live in the cloud by 20201, 2/3 of all workloads2
• Media: More than 90% of Internet traffic will be video by 20151
• Mobile: 50 billion / 10:1 devices per internet user by 20202
• Security: Cyber attacks cost companies up to $100,000/min3
Sources: 1-Cisco, 2-Akamai 3-McAfee, all c/o Akamai
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Internet megatrends 2
• 45% of world’s internet users in Asia1
• 11m new users every month1
• 64% of Asians purchased online2
• $1T, +21% global eCommerce revenue in 20122
• 69% of Asians watch internet video1
• 2X India online video consumption 2011-20133
Sources: 1-We are social, Oct. 2012, 2-eMarketer, Feb. 2013, 3-Comscore,
May 2013, all c/o Akamai
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Media explosion
• Media traffic Tbps
– 2006 = 1
– 2009 = 2.6
– 2012 = 10
– 2015 est = 50
– 2020 est = hundreds
Sources: Akamai
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Internet traffic: NA, Asiapac
Sources: Sandvine
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Enterprise architecture
• Old – Email access & corporate apps, using corporate PC
– Static website for information
• New – Datacenter & dynamic website
– Corporate apps
– Branches & corporate WAN
– Intranet & VPNs
– Cloud providers (IaaS/PaaS, private/public)
– SaaS/App providers (Salesforce, Office365, etc)
– Business partners, esp SCM, CAD/CAM, media
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Drivers for CDN
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Drivers for CDN
• The internet – topology, investment, ownership
• Users’ expectations
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℗
Driver #1 – The internet
• The internet is a collection of nodes and links
– National operators
– Transnational operators
– Peering points & bottlenecks
– Access control
• Commercial considerations
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℗
Delivering internet content
• Backends (eg: CMS) to web-servers to NICs to the internet
• Multiple operators & bandwidth costs
• Last mile
• Last meter
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Southeast Asia
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Example: Changi Cable Landing Station
• Station Name: Changi Cable Landing Station, or Changi CLS
• Station Owner: Singtel
• Available Backhaul Providers: Singtel, Tata, Pacnet, etc.
• Submarine Cable Systems: – AAG
– APCN
– EAC
– TIC (Tata Indicom Cable)
– TGN-IA
– TIS (Thailand-Indonesia-Singapore)
– MIC-1 (Moratelindo International Cable-system One)
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CDN math for 2020
• Demand (at the edge)
– 1.5B Primetime Viewers x 7 Mbps = 10,000 Tbps
– 400M Lines x 25 Mbps = 10,000 Tbps
• Supply (at the core)
– 100 Major Networks X 5 Tbps = 500 Tbps
• 500/10,000 = only 5% of demand served !
Source: Akamai, Jan 2013
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Driver #2 – Users’ expectations
• Users’ expectations OR brands’ offerings ?
• Latency – page load, video choke, etc…
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Latency: the business impact
• A 0.1sec increase in loading time… = a 1% decrease in sales. (1% of Amazon’s 2012 sales = $480M)1
• A 0.5sec increase in loading time… = a 20% decrease in traffic and ad revenues.2
• After 3sec wait… 57% of users give up, of which 80% never come back.3
Sources: 1-Amazon c/o Ericsson, 2-Google c/o Ericsson, 2-Edgecast
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CDN beginnings
• Pre-CDN technologies for websites: server farms, hierarchical caching, caching proxies.
• Akamai (ex MIT) accelerates on-demand “Breaking News” video.
• In parallel:
– Big ISPs & Hosters build their own CDNs.
– CDN network operators enter market.
• Cloud provider deploy CDN (and vice versa).
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CDN today
• [ BTW, our browsers cache ]
• Proprietary CDNs – Google: YouTube, Apple: iTunes , etc…
• Multi-tenant CDNs for enterprise – Objects, downloads, video
– AJAX/JQuery CDNs (hosters)
– Hybrid / partnerships per-country
• Other CDNs – Mobile CDNs
– Aware CDNs, eg: location, device, language • Transcode, ad-serve
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Enterprise CDN
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Enterprise CDN
• Purpose:
– Enterprise offers users a better experience
• Faster page-loads, response times
• Video-quality
• Players:
– Enterprise = buyer
– CDN operator = seller (nodes and networks)
– ISPs = partner of CDN operator
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Objects, Static & dynamic
• Static websites
– Cached objects
– Images
– Large files (eg: EXE’s, updates)
• Dynamic websites
– Not cached per se
– Route accelerated
– Compute accelerated
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Traditional CDN
• Traditional CDN (static, DSA) – Spread load, handle surge/spike/route failure – UX – faster loading / playing – Subcontract delivery – Essential for upsell, paid/premium content
• Enabled by: – Presence at edges – Secret sauce, capture and redirect – On-demand propagation – Ability to scale, speed, per-geo, etc… – Price (versus competitors) – Enterprise must balance ROI
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CDN’d objects http://i2.cdn.turner.com/cnn/dam/assets/ 130620233110-singapore-haze-6-horizontal-gallery.jpg
17KB image
evernote.s3.amazonaws.com
xxxx.ak.fbcdn.net
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CDN’d objects
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Traditional CDN – how it works
• Content delivery component – Origin server and a set of edge servers (surrogates) to replicate
content
• Content distribution component – Moves content from the origin to edge servers and ensures
consistency
• Request-routing component – Direct user requests to edge servers – Interact with the distribution component to keep an up-to-date
view of content
• Accounting component – Maintains logs of client accesses and records usage of the
servers – Assists in traffic reporting and usage-based billing
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ChinaCache example
Government E-Commerce
Media
Finance
Games
ICPs
ISPs
Enterprises
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Video
• Live vs On-demand
– Live = in realtime, concurrent, multicast
– On-demand = not realtime, unicast
• Big live events
– Inaugurations, weddings, sport events, chats
• Obama 2010 on CNN.com: 1.3m
• Royal wedding 2011 on Akamai: 2.9m + Others
• On-demand
– Esp viral video, breaking news
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Plugins
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Dynamic site acceleration (DSA)
• Oftentimes webpages are compiled (ie: html generated) when a user does something, eg: next.
• DSA doesn’t work well for – Highly volatile data & extreme accuracy needed, eg: seat availability – Compute – Search
• DSA accomplished by – TCP optimization – Route optimization – Connection management – On-the-fly compression – SSL offload – Pre-fetching
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Transparent caching
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The ISP’s dilemma #1b
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The ISP’s dilemma #1a
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The ISP’s dilemma #1c
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Transparent caching
• Purpose:
– ISP to reduce cost of international bandwidth
• Players:
– Enterprise = not involved
– CDN operator = seller (nodes)
– ISPs = buyer
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TC – performance
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TC – performance
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TC – What matters
• Locked-in matters: commodity versus proprietary hardware (and software)
• Origins matter: cache the expensive origins
• All operators matter: wholesale transparent cache (TCaaS)
• Meetme’s matter: cloud and CDN
• Rackspace matters: plethora of private CDNs
• Measurement matters: P2P will always be big
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Future of CDN
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CDN vs Cloud
• Cloud centralized & CDN at edge – Complementary
– CDNs doing cloud, Clouds doing CDN
– Eg: Microsoft Azure CDN, Amazon AWS (S3, EC2, Cloudfront)
• Many origins in cloud, eg: in AWS – Especially good for large object, eg: AWS S3
• ChinaCache’s Orca – Management systems in cloud (prov, billing, mtc)
– Objects from origins moved to cloud (new origin) then cached
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Future of CDN
• CDN standards / federated CDNs
• Off-the-shelf application-specific mini-CDNs, eg: – Learning environments with interactive
• Similar to Go To Meeting, Webex
– Digital signage
– CSN / Content Service Netwokr
• Partnerships – CDN operator + Cloud / Carrier / Hoster
• Proprietary networks – Differentiation, plugins
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Future of CDN
• Service-Oriented Architecture
– Content management based on users’ preferences
– Personalization based on data mining
– Convergence with big-data systems
• Edge compute & DSA
– Scripts, animations, DHTML, XML
– IOT / internet of things