cdn_cdn 07/03/2014 08:36 Page 1
that enables an operator to improve
the quality of experience of users.
It’s everything from traffic
optimisation, caching
techniques, combined with
OTT technologies that come
strategic decision about regaining control.
From a technology point of view we believe
the operator CDN should be a ‘Swiss army
knife’ of capabilities from pre-optimisatio n,
video optimisation, video serving, linear
delivery, and content caching all in the same
The demand for TV Everywhere means all
providers must engage with the cloud and that
means they must consider what is the right
CDN strategy for them. Advanced Television
gathered CDN experts in London to discuss
developments in functionality, hierarchies,
business control and ROI.
TT, TV Everywhere, the cloud,
connected TV; all need content
delivery so how should we
define the Content Delivery Networks
that serve them?
“We are all about video,” says James Kirby,
director of pre-sales engineering at Edgeware,
“so we talk about VDNs -Video Delivery
O
together to give an operator a tool kit to
improve QoE. Also from a business point of
view it is where they can enter the value chain
in OTT,” says Chris McEvilly, head of strategy
for Ericsson’s media delivery group. “So the
operator can optimise delivery from the cloud
– particularly in mobile for example – with
the CDN adding value by improving delivery
and adding new services.”
Are the hierarchies of CDN provision
changing? “Certainly we’ve seen a trend away
from the wholesale model when
operator’s were offering CDN
services externally, now they’re using
them once again to be more internal,
they’re using CDN technologies for
their own content and for locally
sourced content like local
broadcaster provided services like
iPlayer... the operator will
increasingly offer some form of CDN
for their own content and for
external content in order to add
value. Once their infrastructure is in
place they have the ability to partner
with global CDNs and to ‘federate’
with other operator CDNs. Without
their own CDN they remain just a
transit pipe for a global CDN,” says
Kirby.
“A key question for an operator is whether
to outsource the CDN or have it in house,”
comments Mikeladze. “It is important to note
OTT technologies are still at an early stage
and functionality can vary, so often operators
need to develop CDNs themselves for their
own specifications. Even when there are
standard models, I would expect a mix as
operators will still need the ‘headroom’ of
outsourced CDNs.”
“A lot of operators are currently trying to
work out their business strategy for deploying
their CDNs. With global CDNs pushing
content to their peering points they are losing
control of their network so having a CDN is a
“The speed of development is
great, but we need some
standardisation.”
George Mikeladze, Qarva
Networks - but it uses the same technologies;
a means of intelligently delivering content to
the most optimal location for client
consumption. We’re moving the video around
the operator network to the most optimal
location irrespective of what the client device
is. The VDN overlays their existing physical
infrastructure.”
“Eventually all TV services will be delivered
through Internet and IP,” declares George
Mikeladze, director of business development
at Qarva, “so it will be cloud based and CDNs
are just part of the infrastructure that will be
needed.”
“For us, a CDN is just a delivery system
32 IP television
solution,” declares McEvilly.
“You also have to consider regulation
here,” warns Mikeladze, “in terms of net
neutrality, rights, carriage fees, all affect what
the operator can deploy.”
“We’ve traditionally dealt mainly with
telcos but now more cable companies – who
are starting to offer multi-screen services –
want to optimise their efficiency, take more
control and underwrite their service QoE,”
says Kirby.
What should an operator demand from a
CDN?
“From a QoE point of view it has to be at
least the same experience as regular TV,” says
Mikeladze. “No blocking, no freezing, fast
channel change, etc. The speed of
development is great, but we need some
standardisation to ensure QoE and no
resistance to adoption.”
“The QoE on the IPTV side is normally
fine,” comments McEvilly, “where it breaks
down is unmanaged content and networks,
the problem is the customer will blame the
IPTV provider. The test will be to provide a
significantly better service than if a viewer
uses a globally delivered app on a connected
TV. There have to be added services like
discovery, better reaction time, etc.”
Is there a relationship with the global
CDNs?
“Our research shows that if a user has a
bad broadband experience with content, then
that content provider will lose out just as
much as the operator, there is so much choice
they will just churn away. So global providers
like Netflix have an interest in partnering with
operators and their local CDNs to provide
better QoE and there has to be a commercial
arrangement for that,” says McEvilly.
“Our relationship is with the operator but
certainly the structures we provide to
operators can interface with global CDNs,”
says Kirby.
“The global CDNs are now much more