Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems

1. Media Aware Networking using P2P? Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems Dan Donahue - Managing Director, FTI Consulting January 2008

2. Agenda • P2P – A Factor for Access Service Providers (ASP) • Media Aware Network • The Dynamic Nature of Open APIs, SDKs and Control • Value Chain • Q&A

3. Content Providers / Aggregators • Concentrate on their core business: • High quality content production, aggregation and syndication • Monetize their content and use the internet to reach Any screen Anywhere • Expand and evolve the business models – pay per view, rental, one time buy, advertise support, revenue share, etc • Peer to Peer is cautiously considered as a way to lower the cost of delivery. However, • Tradeoff on security, control and Quality of Experience

4. Over the Top (OTT) Factor • P2P networks enable mass distribution of media content to the end user with widely varying controls and monetization • Method of distribution is evolving and shifting value in current Service Providers, particularly Access Service Providers • As P2P / OTT becomes the dominant a mode of consumption, content producers and Service Providers need to adjust to avoid commoditization and marginalization • What ASP methods will both satisfy both the consumer and the value chain while meeting the Content Provider needs? • Adopt P2P as an optimization technology within the ASP • Leverage Application innovation to drive monetization of content (Ad channels, iTunes, snugbug, Orb, Sling etc.) • Contribute to making the Internet a more cost effective, reliable solution capable of delivering content, application flexibility and personization • Common platform that allows monetization of service delivery ?

5. Illegal Content perception • Threatens traditional delivery • Upstream Link Saturation • Transit Cost Increase • Limited participation in value add • Traffic Management • Peering Concepts with current eqip • Build out Network / Upgrades • P2P Caching • Compete w / OTT Players Issues Containment • Media Aware Network – H-P2P • Create Own TTM App value Chain • Peering at Service Level • Offer open optimized access to peers, i.e, Storage Savings, higher quality Lower cost of delivery DEPLOY ASP P2P Observation • From co-marketing to Integration of Services • Optimised Delivery: CDN, QoS,Multicast, Quota exemption • Improved Access to TV & Mobile / STB / GW • Web Services network interface • Precision Advertising Collaborate

6. Today’s Structure: Content Provider Provider Applications Over-the-Top Apps Provider App IPTV Provider App VoIP Content Cool Tools Cool Tools YouTube Joost Thick Middleware: IPTV Thick Middleware: IMS Brightcove Middleware Middleware Akamai P2P Cache Cache Bindings Bindings P2P Overlay P2P Overlay Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity IP Infrastructure Bindings Bindings What if there was a new, media optimized routing platform that used thin layer to implement it? New Structure: The Application Layer The Application Layer IP Infrastructure

7. Cool Tools Cool Tools Provider App Net Jukebox Provider App (P2P TV) Middleware Middleware API API Provider App IPTV Middleware API A Media Aware Network Platform The Application Layer Content Cool Tools Cool Tools Cool Tools Cool Tools OTT App OTT App OTT App OTT App Middleware Middleware Middleware Middleware API API API OTT Overlay Cache OTT Overlay Bindings Bindings Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo Value Add Bindings Bindings IP Infrastructure

8. Broadband Technology Value Chain Content Creation Digital Asset Management Security Commerce Advertising Prepare for Delivery User Interface • Virtualization • Foreign resource • WorkFlows • ingestion • Next Generation name/address • Programmable/extensible (network APIs & SDK, workflows, event notify) • Scalability with tera-scale distributed cluster • Subscriber and media clustering • Foreign resource • ecommerce tools (click to buy, paypal, etc) • API for direct billing systems • Ad Insertion (Server side, client side, personalization and measurements) • Chat, Group, RRnR • Lightweight common client (core library, access library, PC, STB and mobile reference clients) • Events, groups • Data collection & mining • Scalability • Delivery quality/performance • Resilience by Design • Lights out Ops & Mgmt • Proximity, Bindings and control • DHT Hierarchy • InfraDHT • Security and wights mgmt. • Super-distribution (consumer level with rights management, SP level to distribute across complex footprint) • Foreign Resource integration • Associate content w/ related materials 7 apply metadata • Encode / Transcode • Access Master • Archiving • Organize digital media assets • Encode / Transcode in various video formats • DRM • Conditional Access • Watermarketing • “Productize” assets into bundles • Set pricing terms • Subscription, rental, download to own • Commerce engine and payment capabilities • Create playlist / ad inventory • Create Biz rules such as must watch • Integration with Ad campaign mgmt systems • Ad server • Create catalog feed for CMS or syndication to multiple affiliates • Deliver assets & metadata to mobile CDN, broadband CDN &TV VOD Infrastructure • User Interface • Manage devices • Plug into any UI or player • Manage distribution and playback (Streaming, download, P2P) • User / ad metrics Value Chain – ABI research Media Aware Network

9. Value Chain vs. OSI Stack VALUE CHAIN Marketing Strategy QoS Definitions BUSINESS Content Creation Advertising QoS Management 7 APPLICATION Asset Management Syndication Chaching Services:Akamai, DNA, etc. GUI Encode/Transcode 6 PRESENTATION Security P2P Overlay Networks 5 SESSION 4 TRANSPORT Bandwidth 3 NETWORK 2 DATA LINK 1 PHYSICAL

10. Value Chain vs. OSI Stack VALUE CHAIN P2P S/WDevelopers Marketing Strategy QoS Definitions BUSINESS Content Creation Advertising QoS Management 7 APPLICATION Asset Management Syndication Chaching Services:Akamai, DNA, etc. GUI Encode/Transcode 6 PRESENTATION Security P2P Overlay Networks 5 SESSION 4 TRANSPORT ContentCreators Bandwidth ContentProviders 3 NETWORK 2 DATA LINK ISPs 1 PHYSICAL

11. Thank You - Q&A