Recently, Telx attended and was a sponsor of CDN World Summit held June 25-26 in Las Vegas. CDN World was a great event to meet other professionals from companies such as AT&T, Alcatel Lucent, Akamai, Comcast, Cox, Time Warner Cable, Netflix, Disney ABC, United States Golf Association, 451 Research, and others.
I moderated a panel entitled "Maximizing Delivery and Performance of Premium Digital Media Content" which included panelists from Highwinds, Cedexis, Verizon Digital Media Services, and Telx.
Telx's SVP of Service Provider Markets, Tony Rossabi, was on the panel and discussed how Telx is working with several CDNs to build an ecosystem that supports high availability, high performance and cost-efficient delivery of Digital Media content.
I kicked off the discussion by presenting the following trends and graphic:
Online video isn’t just growing fast, it’s growing faster than any other type of consumer service offering.
Online video will account for 69% of consumer internet traffic by 2017 (up from 57% in 2012)
Mobile video will grow 16x from 2012 to 2017, and account for 66% of all mobile data traffic during that year.
Source: Cisco VNI Global IP Traffic Forecast, 5/29/2013
The panel then discussed:
With online and mobile video the fastest type of consumer service currently being offered, how will you maximise delivery performance?
What are the tips for optimizing media file delivery — short and long form?
Why is digital delivery so complex?
How important is the ecosystem in delivering digital media?
What's more important — Quality of Service (QoS) or Quality of Experience (QoE)?
What differentiates CDNs?
Is a multi-CDN strategy required to support today's multi-screen environments?
Why are analytics so important to engage, monetize, and retain customers?
The controversial question asked was with the recent announcement by Akamai saying they would cancel or renegotiate large volume contracts as they are unprofitable, will CDN pricing go up as premium content volumes go up and consumers demand higher quality, or will CDN pricing go down as CDN service will be increasingly perceived as more of a commodity?
The conversation was very interesting, insightful, and interactive. We fielded a lot of questions from the audience and before we knew it, time was up.
The answer to the question "With online and mobile video being the fastest type of consumer service offered, how will you maximise delivery performance?" is:
1. Start by working with a carrier neutral data centre like Telx that enables high connectivity and is located in key markets.
2. Then work with CDN providers and technology partners to promote success in delivering a high Quality of Service (QoS) and high Quality of Experience (QoE).
3. Be sure to also conduct performance measurement and analytics to promote end user engagement and monetization.