Delivering Media with IIS Media Services

John A. BocharovProgram ManagerMicrosoft Corporation

AgendaDelivering Media with IIS Media Services

Deliver existing content more effectivelySolve the “Last Mile” challengeMonetize and scale your Web Site

Bring an end-to-end solution to life

IIS Media Services Integrated Web/Media Platform on Windows Server

announcing

IIS Media Services Strategy“Web media platform to deliver best-in-class user experience and rich monetization tools built on cacheable HTTP”

User experience that smoothly scales to true HD

Best quality for the moment given network/CPUResponsive interactivity (instant start/seek)

Platform to make money on the webUser engagement tracking and rich reportingTechnology that scales to your business

Industry-leading scale at lowest costCacheable HTTP to align with Web infrastructure

Why Use IIS Media Services?

Drive more site traffic and increase ad revenue

Attract and retain viewers w/engaging experiencesMonetize by making more for each ad impression

Give your users the best playback experience

Make High-Definition (HD) on the Web a realityNever make your users wait for contentDeliver the right bits at the right time

Use platform components to monetize and scale

Deliver Media/Web content from the same serversTrack your users’ experience in real-timeScale out delivery with the needs of your business

Movie

Progressive Download

Movie

Progressive Download

Deliver Existing Content Better

Bit Rate ThrottlingSave bandwidth – send only what is watchedUse Dynamic Throttling to apportion bandwidthConfigure throttling for many content types

Web PlaylistsControl content playback, enforcing orderMonetize content in ad-funded scenarios

WMSDeliver Live or On-Demand Windows Media

Getting the Most fromYour Existing ContentJohn A. BocharovProgram ManagerMicrosoft Corp.

demo

Streaming and Prog. Download

Traditional Streaming• Responsive

User Experience

• Bandwidth Use• User Tracking

Progressive Download• Works from a

Web Server• World-wide

scale w/HTTP

Challenges• No

cacheability• Separate,

smaller streaming networks

Challenges• Limited User

Experience• User tracking• Bandwidth

Use (20% watched)

Smooth Streaming:Best of both approaches

Traditional Streaming• Responsive

User Experience

• Bandwidth Use• User Tracking

Progressive Download• Works from a

Web Server• World-wide

scale w/HTTP

Movie

Media Delivery Approaches

Packet Packet Packet Packet Packet

Traditional Streaming

Smooth Streaming

Movie

Progressive Download

Play SeekPaus

e

Video @ 01:04?Video @

01:06?Video @ 01:08?

The "Last Mile" Challenge

Edge Server

The “Last Mile” from Server to Client

Low BandwidthFast CPU

High BandwidthSlow CPU

“Best quality I can

download”

High Bandwidth Fast CPU

“Best quality I can

render”

“Best quality, period ”

Conditions change every second

Adapting Bit Rate in Real-Time

2.4M

…

300K

Bit Rate Heuristics

300K @ 00:00?700K @ 00:02?

2.4M @ 00:04?1.5M @

00:06?2.4M @ 00:08?

00:00

00:02

00:04

00:06

00:08

300K (start quickly)700K (good

network)2.4M (great network)1.5M (glitch)

2.4M (play on…)

Solve the "Last Mile" Challenge

Smooth Streaming – adapt bit rate in real-time

Best experience possible for conditionsRight content at the right time

Give your users the best experienceVideo playback does not stopBest quality for network/CPU at any point in timeInstant start-up, instant seek

Leverage HTTP cache-abilityGet better QoS w/the reach of HTTP cachesSmart Client Heuristics self-correct video deliveryOne caching infrastructure (HTTP) not two

Smooth Streaming: How it works

John A. BocharovProgram ManagerMicrosoft Corp.

demo

Top Asks for Smooth Streaming

Scaling to a growing audienceReporting, real-time monitoring, analyticsSupport for Live events with DVR

Using a Streaming Network

Challenge: Scale(“The Day Live Web Video Streaming Failed Us”)

Media Origin

Media Edges

Using an HTTP Delivery Network

HTTP Origin

HTTP Edge

Servers

Remote Region

HTTP Distribution

Servers

ISP

Enterprise

demo

Advanced Logging Server

Edge Server

User Experience Data

Using an HTTP Delivery Network

HTTP Origin

HTTP Edge

Servers

Remote Region

HTTP Distribution

Servers

ISP

Enterprise

Using Smooth Streaming

Media Origin

Media Distribution

Servers

Media Edge

Servers

Monetizing and Scaling

Live Smooth StreamingCacheable HTTP delivery for Live eventsNetwork Digital Video Recorder (DVR)

Advanced LoggingReal-time integration for log dataRich user engagement data to improve ROICentralized client logging for large networks

Origin, Distribution, EdgeEach adds unique value to light up the network

Encode

encode

Encode Content

Create Applicatio

n

Experience

Deliver Content

Inlet Technologies

John Bishop IIISVP, Business Dev. and StrategyInlet Technologies

partner

Traditional: Live Event to Web

Passive control: administration & scheduling

Live Smooth Streaming BenefitsEliminates the “re-buffering”

experienceIncreases content stickiness

Dramatic increase in Quality Of Experience (QOE)

One click on “watch now”No more high, med, low

Leverage existing live infrastructureTransparent user experience

Live Challenges

It happens ONCE!

One source many outputsNot all outputs from single encoder

One source to multiple encodersTime sync is critical

Frame accurate GOP alignmentFrame accurate Time alignment

RedundancyFailover encoders must adhere to established timing modelOn-demand failure vs. 1:1

HD @ 3Mbps

HD @ 2 Mbps

SD @ 1.5 Mbps

1.2M1M800K

600K

400K

200K

Live Smooth Streaming

Active control: management

& coordination

Key frame alignment and

time sync aligned

Centralized control is critical

Spinnaker Management

Console

Job configuration

Scheduling

Manifest for IISHeartbeat for redundancy

Timing for QOE

Database for failover

Where does everything fit

Spinnaker Managem

ent Console

Spinnaker Encoders

A/V Ingest

A/V Encode

Server

Manifest

generation

Spinnaker Server

Scheduling

Monitoring

Stream

manifest

generation

IIS

Media Services

Bandwidth throttling

Management

Infrastructure

Function

Simple approach: single encoder

Encode B (1.2 Mbps video)

Manifests

f-MP4 Stream

Encode A(3 Mbps video)

Encode A(3 Mbps video)

Manifests

f-MP4 Stream

Encode C (800 Kbps video)

Manifestf-MP4

Stream

Encode D (300 Kbps video)

Manifests

f-MP4 Stream

demoStage Monitor

HD-SDI Connection

HD-SDI ConnectionLAN to Server

VTR (Signal Source)

Encoders(Inlet

Spinnaker 7000)

Contact

1121 Situs Court, Suite 330 Raleigh, NC 27606

919.856.1080 Phone 919.256.8123 Fax sales@inlethd.com Emailwww.inlethd.com Web

John BishopCo-founder, SVP strategyjohn.bishop@inlethd.com

IIS Media Services RoadmapDeliver Existing Content Better – Q4 2008

Bitrate ThrottlingWeb Playlists

Solve “Last Mile” Challenge – Q2 2009

Smooth Streaming

Monetize and Scale Your Site – Q4 2009• L

ive Smooth Streaming

• Advanced Logging

• Edge Caching (Origin, Distribution, Edge Servers)

Summary and Call-to-Action

Reasons to use Media and Smooth Streaming

Light up your Web Site with MediaGive your users the best playback experienceUse platform components to scale and monetize

Start with IIS Media Services today byOptimizing your Prog. DL content (1.0)Solving the “Last Mile” w/Smooth Streaming (2.0)Using Live, Advanced Logging, and Edge Caching (3.0)

Try IIS Media Services at http://iis.net/media Expression Encoder: http://microsoft.com/expressionSilverlight: http://silverlight.net

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Create Applicatio

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Public Service Announcement

The odds are still in favor of the

house!

Q&A

© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED

OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.