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REEL, Inc

Our product is a flexible proxy software that runs on commodity systems, providing scalable and personalized streaming services. With a software infrastructure for composition and integration of different services, and software implementing specific services, we offer features such as personalized VCR functionality, timeshifted playback, personalized content insertion, resource management, localized multicast, and customized transcoding. Our solution benefits end users, ISPs, enterprises, and content providers, and we have a competitive advantage in the rapidly growing streaming media market.

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REEL, Inc

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  1. REEL, Inc L. Gao, Jim Kurose, Shubho Sen Prashant Shenoy, Don Towsley

  2. Overview • who we are • vision • product • value proposition • customers • competition • competitive advantage • risks • open issues • summary

  3. Lixin Gao:Assoc. Prof., UMass ECE, 10 years in algorithms, networking Jim Kurose:Prof., Chair UMass CMPSCI, 22 years in networking, multimedia; IEEE Fellow Shubho Sen:PhD 2000, UMass CMPSCI; 7 years in networking, multimedia Prashant Shenoy:Asst. Prof., UMass CMPSCI, 8 years in multimedia OS Don Towsley:Distinguished Univ. Prof., UMass CMPSCI, 29 years in networking, multimedia; ACM, IEEE Fellow The Team By the numbers: • eight patents approved or pending • 200+ research papers • management experience: • ~ $2M in annual research grant funding • CMPSCI Networks research group: 23 people

  4. Streaming Media market • rapid demand for streaming media content • 300,000 hours of Real Networks content produced a week (8/99) • each of top 10 webcasts in 1999 attracted > 0.5 million viewers (McKinsey Quarterly 2000) • internet broadcast market to grow to $40 billion by 2003 (Aberdeen Group) • rapid broadband deployment into homes and businesses • 70% of businesses connect via ISDN or better (InfoTech 12/99) • broadband to the home: 8.3 million cable modem, 5 million DSL and 0.5 million wireless broadband by 2003 (PC Computing 4/00) • 30 million ITV capable houses by 2004 (Jupiter Comm.)

  5. 1st generation streaming media • single server, multiple clients • end-end principle server client • homogeneous service • not scalable: server, bandwidth resources client

  6. 2nd generation: passive cache • content replication, caching • Akamai, Inktomi • enhanced scalability • passive cache: homogeneous service

  7. continue continue content pause buffering buffering buffering buffering buffering 3rd generation: active proxy • Client-tailored service: • pause live broadcast, time-shifted playback • content insertion/specialization • more …. • scalable, personalized service • activecache: client-tailored service insertion

  8. server from disk content insertion to disk record client What’s the Product • flexible proxy software • running on commodity systems • two key components • software infrastructure (backplane) for composition, integration of different services • software implementing specific services

  9. server client What’s the Product • flexible proxy software • running on commodity systems • two key components • software infrastructure (backplane) for composition, integration of different services • software implementing specific services

  10. resume pause What’s the Product server • flexible proxy software • running on commodity systems • two key components • software infrastructure (backplane) for composition, integration of different services • software implementing specific services • framework/toolkit for rapid development of services client

  11. Sample services • personalized VCR functionality for live, stored streaming media • timeshifted playback of live transmission, simultaneous recording • personalized content insertion • ads, picture-in-a-picture • resource management • bw reduction via caching, smoothing • localized multicast • handling end system heterogeneity • customized transcoding for thin clients, low-bw clients

  12. Local customization Local Caching/ delivery Edge customization Edge delivery Transport over backbone Server customization (limited) Content creation Where do we fit in Value Food Chain

  13. Who benefits? • end users - new, enhanced services • ISPs - increase revenue, strengthen brand • reduce bandwidth usage • offer value added services to differentiate from competitors • offer tiered customer service • enterprises - enhanced tools, reduce costs • asynchronous videocast - training, timeshifted playback of corporate telecast • content providers - increase revenue, strengthen brand • enhance viewer experience • revenue sharing with ISP for enhanced content services • targeted ads create new revenue opportunities from existing content

  14. Potential customers • service providers • ISPs • wireless SPs • cable companies • satellite delivery companies • content distribution networks • e.g.: Akamai • end users • home and business users • overseas markets

  15. Competition space Internet • 2nd generation Internet streaming cache vendors • Entera, Infolibria, Inktomi Interactive TV • Internet personal video agent • Jovio

  16. Other players • internet streaming end-system product vendors • Real, Microsoft, Oracle, Apple, IBM, Kasenna • web caching vendors • Network Appliances, Cacheflow • personalization and customization services • web customization - Chutney, Kurion, Purple Yogi • cable and interactive TV • DIVA, Liberate, Scientific Atlanta, Actv, Opentv, ICTV, Aol-TV • personal digital VCR : TIVO, Replay TV • wireless • Packetvideo, Puma Tech Potential partners/customers

  17. Competitive Advantage • team • combined expertise in streaming media, real-time systems and Internet protocols • proven track record as innovators in the field • core technology: proxy • middleware: unique flexible, extensible architecture for rapid service development, customization, deployment • services: implemented set of standard services, customized add-on services • first mover advantage • patent protection - Creates barrier to entry • establish market dominance through superior technology and strategic partnerships • market is enormous - space for multiple players

  18. NSF-funded UMass research effort Multimedia proxy services • NSF grant: $1.3M over 3 years (ending 2002) • PIs: Gao, Kurose, Shenoy, Towsley • server/proxy/client prototype development • engine for generating/prototyping new ideas

  19. Potential advisors • Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching” • Steve Willis: founder Wellfleet, Argon Nets • Guru Parulkar: founder Growth Networks • Sid Topol: former CEO Scientific Atlanta • Andrew Vitterbi: founder Qualcomm, Linkabit • Hamid Ahmadi: VP Research AT&T • Richard Muntz: Prof. UCLA • Raj Yavatkar: Tech. Manager, Intel • Christophe Diot: Group leader, Sprint ATL • John Rose: Director McKinsey (NY)

  20. Risks • 800 pound gorillas move into space: MS, Akamai, Infolibria, Inktomi • narrow window of opportunity - need to execute fast and execute well • degree of success partially tied to future broadband penetration to home

  21. Moving Forward • business plan • customer interviews • financials • business model, marketing and sales strategy • business/management expertise • transition: research project to commercial product • incorporation • fulltime software development team • funding • What type of investors? Value-added, smart money • relationship with University

  22. Summary • the product • competition • competitive advantage and risks • open issues Need to move fast !

  23. Commercial Potential ISPs/Cable providers: increased revenues though provision of enhanced services MyVideo: any time anywhere personalized smart network video Content providers: increase revenue by personalizing video delivery • client-initiated • customized ads Businesses: asynchronous videocasting (e.g., training)

  24. Plug-n-Play Services • VCR functionality • Content insertion insert record

  25. Bandwidth matching Plug-n-Play Services • VCR functionality • Content insertion trans- code And others: • loss concealment • multicast • ... record

  26. trans- code record wireless CATV IP

  27. Enabling/enhancing a new service infrastructure First generation service • single server, multiple clients • end-end principle • homogeneity in offered service

  28. Enabling/enhancing a new service infrastructure 2nd generation service: • cache between server, clients • homogeneity in service • enhanced scalability

  29. Vision: enabling/enhancing a new service infrastructure 3rd generation service: • proxy between server, clients • client-tailored services • enhanced scalability

  30. Potential advisors Technical (more) • Dick Muntz: Prof. UCLA • Pawan Goyal: Ensim • Christophe Diot: Group leader, Sprint ATL Managerial • John Rose: Director McKinsey (NY) Technical • Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching” • Steve Willis: founder Wellfleet, Argon Nets • Guru Parulkar: founder Growth Networks • Sid Topol: former CEO Scientific Atlanta • Andy Vitterbi: founder Qualcomm, Linkabit • Raj Yavatkar: Tech. Manager, Intel • Hamid Ahmadi: VP Research AT&T

  31. Potential Partners Internet • ASPs • Personalization and Anonymizer services Interactive TV • Liberate, Actv, Opentv, ICTV, Scientific Atlanta, Aol-TV, microsoft

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