12/14/2013Page 1 Интернет, как сеть массового обслуживания. Куда идем? Александр Климов INTRUS-2006 27.10.06. - презентация

1 12/14/2013Page 1 Интернет, как сеть массового обслуживания. Куда идем? Александр Климов INTRUS

2 12/14/2013Page 2 IP Backbone 2006 Wholly-owned Hardware supplied by Juniper and Cisco One single global AS number 10 Gbit/s dual link between core nodes 80 Gbit/s across the Atlantic

3 12/14/2013Page 3 TSIC's share of total connections in Western Europe 82% 18% % of market connected to TSIC % of market not connected to TSIC TSIC Microsoft Akamai Google Yahoo World of Warcraft

4 12/14/2013Page 4 Если ты это создал – оно заработает. ( If you build it, they will come) Field of dreams mantra Если ты это создал, оно заработает немедленно Мантра времен Интернет -пузырей Если ты это создал, оно может и заработает, но неизвестно когда (и будет делать вещи, которых ты не ожидаешь). Мантра нашей реальности Source: Andrew Odlyzko Digital Technology Center University of Minnesota

5 12/14/2013Page 5 everything goes digital, all digital goes mobile. Ed Zander CEO of Motorola everything goes digital, all digital goes Internet. Daniel Sjoberg TSIC Strategy

6 12/14/2013Page 6 Online Media Distribution of Today (Sweden) IP Only (AS12552) IP Only (AS12552) QBranch (AS20514) QBranch (AS20514) DT Global Crossing BT TSIC Level 3 TeliaSonera Sweden 3301

7 12/14/2013Page 7 The transport is priced twice in the ancient "Internet" business model: - Content-sided for connection - User-sided for DSL-access Due to the price calculation of the ISP the costs of the net are shared accordingly (e. g. half-half). Within Super-Distribution the provider distributes the DRM- protected content over a P2P-platform. The user only needs the "Activation Key from the provider. The content-provider unburdens his net connecting costs at most; the users even get incentives from him for the content-upload in form of "Gifting & Rewards". Flat-pricing does not cause extra costs for the user, but loss of revenues for the ISP on the connection-side. Provider: - GNAB from Arvato/Bertelsmann with customers Medion/Aldi, In2Movies/Warner Bros., EMI - Adora from Digital World Services (Price Waterhouse Coopers et al.) ContentISPUser ContentISPUser Keyed Content Activation Key Price calculation for transport Super-Distribution DRM = Digital Rights Management "Super Distribution is an enlightening example, how content providers enlarge the flat based cost recovery gap in their favor.

8 12/14/2013Page 8 Delayering: In the packet orientated internet protocol the bit carrier does not automatically benefit from the extra profits on the service level. Intelligent Networks (Call handling & Signaling) Bit-Transport IP Connectivity Bit-Transport Services Past: Net-/Transport and service-level welded together Today and in the future: Increasing disintegration of transport- and service-level Liberalization / Deregulation; IP- technology Open interface Carrier others Services Carrier looses technical sovereignty on the service-level: Theoretically all levels of added value can be occupied by different players. Result: the bit transport is commoditized" and is occupied by the service without sufficient cost participation. The Telco-monopoly of the past: Carrier has control over the whole PSTN on all levels of added value. Result: the carrier defines the business model and participates from the service profits.

9 12/14/2013Page 9 IP TV Kanal 1 IP TV Kanal 1 IP TV Kanal 2 e.g. 25 Mbit/s t1t2t3t4 IP TV Kanal 1 Individually usable bandwidth of end customer for www. Reserved for VoIP with guaranteed QoS VoD Input for providers of applications Short descriptionprinciple Possible business model Customer is allocated only a specific bandwidth for individual internet applications (e.g. 2 Mbit/s). The service (e.g. in form of content like IPTV, VoD or VoIP) is connected to the demanded bandwidth: package of content/service + connected bandwidth + QoS The available bandwidth for free Internet does not increase if these "quality services" are not used. Example: The service/content is linked to the according bandwidth and the necessary transport of quality.

10 12/14/2013Page 10 1.User still gets his access to the free internet from his vISP as best-effort (e.g. 6Mbit/s). 2.He pays e.g. a flat-rate. 3.In addition the user occasionally gets an additional bandwidth with an appropriate transport quality for a service (e.g. VoIP- telephony, IPTV-series) – as from vISP (3a) or from a net-provider cooperating with a content provider (3b), even passing net borders (3c). 4.User pays for the bundle of service/bandwidth/quality transport to the vISP (4a) or to the content-provider (4b/4c) a transport price which is a calculated part of the service. 5.This is handed to the ISP as premium- transport fee from vISP (5a), or from the content-provider (5b) or – in net bordering case – from content-provider (5c) first to the own ISP, who hands it over to the user-ISP. 6.The ISP enables the quality transport, the respective connection of bandwidth delivers the necessary billing data for the content- based traffic-accounting. Example BM: Content-based Traffic-Accounting nISP 2vISP 2Content/ Hoster 2 Content/ Hoster 1 vISP 1nISP 1User EK-seitiger Router Settop Box IP-IC vISP 1 vISP 2 IS P2 Con Host 2 CoCo OC QoS Best Effort Con Host 1 2 3a 4b 4a 6 5a 1 EnablingPayment Delivery Business model 3b 3c 4c 5b 5c 1 2 3a 3b 3c 4b 4a 4c 5a 5b 5c 6 nISP1nISP2 ISP/Content-provider keeps the end customer relationship/-revenues and pays quality transport incl. bandwidth out of this.

11 12/14/2013Page 11 Куда же мы идем? Современная аксиома гласит: Людям свойственно переоценивать, то что может быть сделано в ближайший год и недооценивать то, что произойдет через пять или десять лет. J. C. R. Licklider Libraries of the Future, 1965

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13 12/14/2013Page 13 Спасибо!