conference & convention enabling the next generation of networks & services Submarine Networks: What’s Cooking? What’s Cooking? Laurie Doyle Alcatel-Lucent Submarine Networks
conference & convention enabling the next generation of networks & services Presenter Profile Over 20 years in both terrestrial and submarine transmission systems – various roles including project management, product management, product & network strategy, bids & product & network strategy, bids & proposals. Currently leading a technical marketing project in the Sales & Marketing Department of ASN. Laurie Doyle laurie.doyle@alcatel-lucent.com Tel: (+33) 1 3077 7761 Mobile Tel: +33 6 8668 6724
conference & convention enabling the next generation of networks & services International Traffic Internet Backbones Private Networks • • ~ 80% of international traffic ~ 80% of international traffic • • ~20% international traffic ~20% international traffic – Web applications for business – Enterprise communications and private use and IT needs – OTT content, mainly video – Peering, dedicated CDNs etc. • “Experience now” rather than • Estimated growth ~45%pa* download for later consumption – P2P file transfers Voice Networks • Estimated growth >60% pa* • ~1% international traffic *Source TeleGeography 2009
conference & convention enabling the next generation of networks & services Internet Observations ���������������������������������� Shift in usage towards: ��������� ������������ ��������������� �������������� – OTT video content ����������������������������� �������������������� – Increasingly on-demand applications �������������������� ������������ • Content consumption enabled by: ����� – more powerful, cheaper consumer devices ����� – broadband penetration, wireless networking "���� – internet innovations • Social networking and UGC sites �#�$�������� "���� – becoming platforms for communications services and delivery !���� of UGC and professionally produced video or ads !���� • File sharing still significant but decreasing as % of total traffic ���� • Web applications now essential for businesses and people’s daily lives � "��% "��& "�!� "�!! "�!" "�!� ������������������������������������������
conference & convention enabling the next generation of networks & services Internet • Dramatic shift to “experience now” • On-demand entertainment applications embraced in more mature markets • Peer-to-peer: • Peer-to-peer: – Primary source of content in developing countries – P2P decreased by 25% as a share of total traffic in 2009, but still represents about 20% of total internet traffic • Usage management, congestion management are key objectives of network providers
conference & convention enabling the next generation of networks & services Internet • Miscellaneous trivia: – YouTube alone accounts for ~5% internet traffic globally (Google ~6%) – More popular social networking sites ~1% each – Storage & backup services: becoming mainstream for – Storage & backup services: becoming mainstream for web users • e.g. MegaUpload, Rapidshare – Broadband penetration/subscriber count losing relevance in mature markets • Connected devices becoming multi-functional • Penetration may rise to 300-400% ?
conference & convention enabling the next generation of networks & services Internet Evolution Now Then Sprint, MCI, ATT, Uunet, etc. National Backbone “Hyper Giants” Operators Global Transit/ Large Content, NAP NAP National Consumer, Hosting Backbones Backbones CDN CDN Regional Global Access Internet Providers Core IXP IXP IXP Local Regional/Tier 2 ISP 1 ISP 2 Access Providers ISP 2 ISP 3 Providers Customer Customer IP IP Networks Networks Source: C. Labovitz et al, Atlas Internet Observatory 2009 Annual Report presented at NANOG47
conference & convention enabling the next generation of networks & services Rise of “Hyper Giants” • Consolidation of content • In 2007, thousands of ASNs contributed 50% of content • In 2009, 150 ASNs contribute 50% of all Internet traffic, 30 “hyper giants” contribute 30% Source: C. Labovitz et al, Atlas Internet Observatory 2009 Annual Report presented at NANOG47
conference & convention enabling the next generation of networks & services Over the Top • Rapid Growth – Devices – Broadband penetration & Wireless networking – Internet innovations • But – Traditional providers’ share of overall billable communications minutes in decline – Tensions between OTT providers and core/access network providers over investments require to support consumer appetite for content
conference & convention enabling the next generation of networks & services New Business Models End customer End customer Subscriptions Subscriptions Pay per use Pay per use Access Telco Wireless and fixed Local and long internet access distance voice providers services Typically no Peering charges for charge access to content Peering/co-lo Peering/co-lo charges to shift CDN Internet Core International content around CDN Carrier Large network and Global Networks cache of a variety of transporting internet Global Networks content traffic transporting voice Possibly charges Charges for amount OTT providers for bandwidth used of data cached Content, media and applications Variety of transactions Per click or basic & models ad revenue End customer Advertisers Source: IBM Global Business Services: “The Changing Face of Communications”, 2008
conference & convention enabling the next generation of networks & services IP Transit, Peering Transit Transit ISP ISP Provider A Provider A A A $ meter $ meter Transit Transit ISP ISP Provider B Provider B B B Eyeball ISPs Eyeball ISPs ISPs, Peering, ISPs, Peering, IXPs, IXPs,
conference & convention enabling the next generation of networks & services Content Delivery Networks • Set of interconnected caches replicating content and applications at multiple locations • Improve QoE for Internet Users downloading web pages & content • Scaling to meeting new needs – streaming, flash crowds, … – streaming, flash crowds, … • Provide services to support monetisation of content: – DRM – Usage & billing – Analytics to support performance based advertising • Allow telecom operators and ISPs to distribute content closer to end users – Offloads traffic from backbone, reduces peak demands
conference & convention enabling the next generation of networks & services Different Approaches to CDNs Edge Edge Edge Cache Cache Cache The Akamai Way The Akamai Way Peering/ Peering/ Peering/ Transit Transit Transit Transit Transit Transit End User Peering/ Peering/ Peering/ Transit Transit Transit Origin The The Storage Google Google Way Way Server Source: Telia Sonera White Paper, August 2008
conference & convention enabling the next generation of networks & services Approaches to Content Delivery First Mile First Mile First Mile First Mile Last Mile Last Mile Last Mile Last Mile Content Local ISP Core Local ISP Content Creator Networks Networks Networks Consumer Data Centre CDNs P2P Networks Hosting Highly Distributed CDNs Points of Interconnection between CDN and originating/terminating networks More More Centralised Distributed Source: Light Reading Insider Vol. 9 No. 9 Sept 2009
conference & convention enabling the next generation of networks & services Peer to Peer Principle End User Download or Streaming Server
conference & convention enabling the next generation of networks & services Cloud Computing • Trust & privacy • Standards Widespred IBM • Response time & latency adoption Microsoft • Reliability/outages Reliance Salesforce.com ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? • Regulatory Issues Cisco Cisco Verizon Verizon KDDI HP Telstra Google BT Orange Singtel DTAG Amazon Tata TNZ Hype NTT China Telecom ATT TM Forum to the rescue?
conference & convention enabling the next generation of networks & services On-line Advertising USA Market only Source: IAB Internet Advertising Revenue Report – 2009 Full Year Results
conference & convention enabling the next generation of networks & services Who buys on-line advertising? USA Market only
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