1. P2P & Cloud Conference: Keynote March 9, 2010 Michael Papish – Keynote

2. Agenda Who is MediaUnbound? What is hybrid-cloud computing? How does MediaUnbound use hybrid-cloud computing? How can you mine P2P data to drive technology? Coming Soon…

3. Introduction Based in Cambridge, MAthe real center of the digital media world Regional offices for content analysis in Germany and Japan Founded in January 2000 Creates media personalization/ recommendation technology

4. Representative Clients

5. Corporate Info 9+ year track record in learning about media personalization and providing production-grade technology to customers Strong team and technology advisors –Pattie Maes (MIT Media Lab), Robert Berwick (MIT AI Lab), Jonathan Zittrain (Harvard Law School) Privately heldprofitable since 2003 Company offers solutions to digital media providers not individual consumers International focusprovide services for North America, Europe, South America, and Asia

6. Implementations: eMusic powered by

7. Hybrid-Cloud Computing Q: What is hybrid-cloud computing? A: Hybrid-cloud computing is a fancy name for the practice of hosting parts of your service in multiple locations

8. Use of hybrid cloud We host critical components and data in private datacenter But, we host in the public cloud (e.g. EC2) for: Spikes in demand. Very useful when clients can drive unanticipated demand Devel and staging environments. Public cloud is ideal for providing pre-production services to clients, since these environments can be created on-demand and completely walled-off from sensitive private cloud operations Large data runs. Access to an elastic, public cloud allows MUI to instantiate a large number of compute nodes for one-off, large- scale computation runs (e.g. 100s of nodes). This is much cheaper than acquiring private cloud capacity for one-off computations. We utilize hybrid public-private cloud

9. Personalization Platform schematic

10. Reasons to adopt hybrid cloud Ability to predict demand and usage Security needs. When hosting multiple global 500 clients, a private cloud approach can provide increased comfort levels around data security Utilization. Elastic public cloud resources can be ideal for one-off usage, since it will be cheaper than acquiring a large amount of private capacity which might sit idle. Need to evaluate following, before choosing hybrid architecture:

11. How to mine P2P data Large amount of easily accessible, public data In aggregate, reveals trends At the individual peer level, can find usage patterns on specific content and user types Raw P2P traffic contains valuable information

12. MUIs P2P datawarehouse 250M+ snapshots of individual shared collections Spanning 10 yearssince 2000 and multiple networks (original Napster, soulseek/slsk, gnutella, etc.) Quality of data changes over period Early collections are more representative of individual tastes; users had yet to realize how to turn off sharing Later collections are pared down, more focused on current content; more superusers In our datawarehouse, we have:

13. Coming Soon... Exciting announcement Strong push into video (movies, TV, etc.) Focus on non-PC devices Integrating local content with cloud content via intelligent recommendations and organization tools Coming soon…

14. P2P & Cloud Conference: Keynote March 9, 2010 Michael Papish – Keynote