Transcript Presentation

MediaMelon Confidential
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Overview
• Launched Service in Nov ‘08
• P2P:
• Advantages: scalability, low cost of delivery
• Disadvantages: client-side process, install, perceptions.
• Currently delivering managed p2p content on white-labeled basis.
• High peer efficiencies, secure and stable platform.
• Multi-Source Delivery: started mid 2009, initial sales Dec 2009.
• Delivery from other CDNs, Data Centers – not end-users.
• ‘Client-less’ technology.
• Still improves scalability, expands capacity
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IP Video Delivery - Market Dynamics
Key Trends
Massive increase in the amount of video content being
delivered over the Internet
• According to Cisco, 2007 IP video traffic was 30X the total US
Internet backbone traffic in 2000. By 2013, it would be 390X
that number.
• Videos would represent 90% of all IP traffic by 2012,
representing 56 exabytes of data a month, from the current
6 exabytes a month.
Fragmented sources for IP video delivery - much like the
sources to an electric grid
• Current video delivery sources include 50 CDNs, 238
regional networks and colocation centers ; New entrants in
the market include facilities-based telcos.
• While delivering bits is commodity, performance, capacity,
cost, and reliability varies across delivery sources.
• Publishers are faced with need to utilize and manage
multiple potential delivery sources.
Increasing Demand for higher-layer delivery applications
• Adaptive-bit-rate streaming, ISP-load aware streaming,
Differentiated Delivery, Deeper playback and performance
analytics, and managing delivery to connected devices.
Source: Cisco
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Demand for video to
Connected Devices &
Higher layer services
Available Demand
much greater than
available capacity from
any single source
Treat Videos as a
collection of objects /
chunks
Deliver a ‘stream’ by
multiplexing chunks
from a combination of
sources
Performance based
delivery rather than
BGP-hop count based
delivery
Resulting Outcome
Huge Increase in
demand for online
video bandwidth
MediaMelon Solution
Challenge / Opportunity
Market Challenge – MM Solution – Result
More Capacity
unleashed
• More sources put in play
• Higher utilization of
delivery bandwidth
• Normalization across
capacity constraints 
Lower costs
Better Performance
• More sources put to play
• Actual Performance data
used for routing
• Increased Reliability
Demand can be met if
one includes all
capacity from
Datacenters, NSPs, ISPs
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MediaMelon Technology Overview
MediaMelon routes chunks of a video from
various sources, as the video is playing.
The video itself does not travel through
MediaMelon servers
Control
Data
Delivery Network 1
MediaMelon
Overlay Servers
Delivery Network 2
Origin Server
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Technology Overview: Video Overlay Network
MediaMelon offers several value-added service on top of the routing layer
Video Portals
Adaptive
HTTP
Delivery
Advanced
Performance
Analytics
Video platforms and
aggregators
Media companies
Differentiated
Services
In-stream
Advertising
Delivery to
Connected
CE
Devices
Others ..
MEDIAMELON DELIVERY PLATFORM
MediaMelon Overlay
Dynamic Routing of IP-Video based on QoS, Cost, and Business Policies
MEDIAMELON DELIVERY PLATFORM
CDNs
Regional
Networks
Telcos
MediaMelon Confidential
Datacenters
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Cloud
• Deflationary technology
• Order of magnitude increase in utilization
• Analogies: IP evolution
• The Cloud Stack
• IaaS: Savvis, Rackspace, Amazon, Nirvanix
• PaaS: Microsoft Azure, Salesforce, AppEngine, EC2
• SaaS: salesforce.com, citrix, Google
• Market opportunity (including hardware, middleware and services) is
$350 billion a year.
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Adaptive Streaming Technology
HTTP-adaptive streaming based on device characteristics, source capacity/cost,
and access network load.
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Over 30 different ad-networks and ad-servers
Video decoupled from player resulting in Pre-rolls, mid-rolls, and post-rolls without any
change to video or player.
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Best of breed video players
FlowPlayer / thePlatform /Comcast player – used by majority
of US broadcasters.
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Advanced Video Analytics
Publishers get transparency into how their videos are performing across different
networks
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Comparative Analysis
On top of the multi-source routing service, we are in a unique position to offer a series of higher-layer highmargin services.
MediaMelon Solution
Optimized Video Source
QoS based Adaptive
BitRate
Video source can be switched mid-stream (while video is playing ) based on performance and
cost
Bitrate can be continually adjusted based on playing device characteristics, source capacity/cost,
and access network load.
In-Stream Advertising
Ads and videos are decoupled from each other and therefore Ads can be inserted based on open
IAB standards
Standards-based solution
leading to Scalability
MediaMelon’s technology is based on HTTP (the most widely used Internet protocol). This
makes the solution scalable and flexible. HTTP objects can be cached unlike other proprietary
protocols.
Easy Integration with
Workflow / Video Player
Independence
MediaMelon’s solution helps in seamless integration with the publisher’s existing workflow.
MediaMelon also allows publisher to use any video player including MM provided player
Advanced Reporting and
Analytics
Reporting at a more granular video-chunk level (since video is broken down into chunks).
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Summary
• MediaMelon manages content delivery across various delivery
sources.
• Offers a series of higher-layer applications
• Multi-source delivery:
• expands capacity of deployed infrastructure.
• Allows media companies to access content delivery/management
at the right price/performance point.
• MediaMelon’s partners include major CDNs, ad networks, CMS
vendors.
• For more details:
• [email protected]
• Cell: (650) 270-5006 / Work: (415) 283-3339
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