1. SwiftServe Sales Training
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2. Significance of video online
Majority of traffic is video
Every website has video
Video increases view time
Video increases customer engagement
Video delivers message better

3. Challenges of International Delivery
Global reach
Poor international connectivity
Latency

4. Challenges of National Delivery
TV size audience: 1 million people
Requires: 1Tbps (1,000,000 Mbps)
Requires: 5,000 servers
Requires: 2.5MW power + 2.5MW cooling
Requires: 300sqm colo
Requires: S$10M CAPEX for servers
Requires: S$40M OPEX for software licenses
Requires: lots of sysadmin + customer support
Netflix are 2.5x this volume today
Even 10,000 audience is non-trivial!

5. Commercial Challenges
Monetisation
Advertising, Subscription, PPV, DTO
Revenue protection
Cannibalisation, Piracy, DRM
Market entry
Time to enter, risk, costs, scale
Content Rights
Release windows, content protection

6. Technology challenges
Device support
PC, MAC, STB, Mobile, TV
Connection speed
Fibre, Cable, ADSL, mobile
+ variation
Device capability
Codec support, CPU, Screen size

7. Challenges of DIY Website hosting is one thing
Video hosting is on a different scale
Solve delivery challenges for every device
Security, monetisation, technology etc
Expertise is scarce resource
Hiring a team is massively expensive
Unlesss delivery is a core competency, outsourcing is the only viable choice

8. Media lifecycle
WHITEBOARD

9. Bandwidth purchased on 95th CDN Delivery sold on GB usage Flat usage
Pricing
Bandwidth purchased on 95th
CDN Delivery sold on GB usage
Flat usage
1Mbps => 324GB/month
Typical peak to mean ratio 3:1
1Mbps => 100GB/month

10. Content Management Content Management multiple encoding rates
subtitles
tagging
searching
categorisation
rights management

11. Glossary
Video Codec – Software that enables video compression/decompression e.g. H.264, VP6, VC-1
Container Format – File format to interleave different data types, e.g. MP4, WMV, AVI, 3GPP
Flash – Adobe format for rich media
HTTP – Core protocol for web traffic
HTTPS – SSL/TLS encrypted version of HTTP
FMS – Adobe Flash Media Server
MBR/Adaptive Streaming – Dynamic stream containing multiple bitrates to adjust to variations in quality
Protocol – Data messaging system
RTMP – Proprietary Adobe Flash streaming protocol
RTMPe – Encrypted version of RTMP
RTMPT – Tunnelled version of RTMP over HTTP
RTSP – Generic streaming protocol. Microsoft specific version used by WMS
Smooth – Microsoft HTTP dynamic streaming protocol
WMS – Microsoft Windows Media Server

12. What is CDN?
Network of servers utilised to deliver content on behalf of a customer
Typically:
Geographically distributed
Thousands of servers
>100Gbps of capacity
Highly available, fault tolerant
Multiple delivery formats supported
Content Security features
Reporting and control
Old fashioned, first generation vs modern

13. Why use a CDN? Capacity Geographical Reach
Lower CAPEX: servers, software licenses
Lower OPEX: less colo space, lower bandwidth commits, less sys admins
Mission critical redundancy
Detailed Intelligence: Usage reports etc.
Faster adoption: Launch new services faster (iPhone streaming etc)
Security

14. What are CDN Services? Web site acceleration HTTP Download
On Demand Streaming
Live Streaming
Dynamic Site Acceleration
Origin Storage

15. Ancillary Services
Security
Reporting (real time)
Log Files
Load balancing
Encoding
Encryption (DRM)

16. CDN Architecture
WHITEBOARD

17. SwiftServe Services GA:
Flash live streaming
Flash on demand streaming
HTTP Download
Beta services (these are services with limited capacity due to infrastructure constraints):
Web acceleration
iPhone/Smooth live and on demand streaming
Demo Services (not for use by customers):
Windows Media Streaming

18. Why SwiftServe
Why SwiftServe
See Sales Presentatio

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