REEL Inc L Gao Jim Kurose Shubho Sen
REEL, Inc L. Gao, Jim Kurose, Shubho Sen Prashant Shenoy, Don Towsley
Overview l l l l l who we are vision product value proposition customers competition competitive advantage risks open issues summary
The Team l l l Lixin Gao: Assoc. Prof. , UMass ECE, 10 years in algorithms, networking Jim Kurose: Prof. , Chair UMass CMPSCI, 22 years in networking, multimedia; IEEE Fellow Shubho Sen: Ph. D 2000, UMass CMPSCI; 7 years in networking, multimedia l Prashant Shenoy: Asst. Prof. , l Don Towsley: Distinguished Univ. UMass CMPSCI, 8 years in multimedia OS Prof. , UMass CMPSCI, 29 years in networking, multimedia; ACM, IEEE Fellow By the numbers: l l l eight patents approved or pending 200+ research papers management experience: u u ~ $2 M in annual research grant funding CMPSCI Networks research group: 23 people
Streaming Media market l rapid demand for streaming media content u u u l 300, 000 hours of Real Networks content produced a week (8/99) each of top 10 webcasts in 1999 attracted > 0. 5 million viewers (Mc. Kinsey Quarterly 2000) internet broadcast market to grow to $40 billion by 2003 (Aberdeen Group) rapid broadband deployment into homes and businesses u u u 70% of businesses connect via ISDN or better (Info. Tech 12/99) broadband to the home: 8. 3 million cable modem, 5 million DSL and 0. 5 million wireless broadband by 2003 (PC Computing 4/00) 30 million ITV capable houses by 2004 (Jupiter Comm. )
1 st generation streaming media l l single server, multiple clients end-end principle server l l client homogeneous service not scalable: server, bandwidth resources client
2 nd generation: passive cache l content replication, caching u l l Akamai, Inktomi enhanced scalability passive cache: homogeneous service
3 rd generation: active proxy l Client-tailored service: u u u pause live broadcast, time-shifted playback content insertion/specialization more …. buffering content pause continue l l scalable, personalized service active cache: clienttailored service insertion
What’s the Product l flexible proxy software u u running on commodity systems two key components – software infrastructure (backplane) for composition, integration of different services – software implementing specific services server from disk content insertion to disk record client
What’s the Product l flexible proxy software u u server running on commodity systems two key components – software infrastructure (backplane) for composition, integration of different services – software implementing specific services client
What’s the Product l flexible proxy software u u running on commodity systems two key components – software infrastructure (backplane) for composition, integration of different services – software implementing specific services l server resume pause framework/toolkit for rapid development of services client
Sample services l personalized VCR functionality for live, stored streaming media u l personalized content insertion u l l timeshifted playback of live transmission, simultaneous recording ads, picture-in-a-picture resource management u bw reduction via caching, smoothing u localized multicast handling end system heterogeneity u customized transcoding for thin clients, low-bw clients
Where do we fit in ort t ten n o C n atio e r c nsp Tra r ove ne r e v n bo Ser izatio ack b om cust ited) (lim e Edg ry ve deli e Edg ization om cust al Loc g/ hin Cac ery v deli al Loc zation mi o t s cu Value Food Chain
Who benefits? l l end users - new, enhanced services ISPs - increase revenue, strengthen brand u u u l enterprises - enhanced tools, reduce costs u l reduce bandwidth usage offer value added services to differentiate from competitors offer tiered customer service asynchronous videocast - training, timeshifted playback of corporate telecast content providers - increase revenue, strengthen brand u u u enhance viewer experience revenue sharing with ISP for enhanced content services targeted ads create new revenue opportunities from existing content
Potential customers l service providers u u l content distribution networks u l e. g. : Akamai end users u l ISPs wireless SPs cable companies satellite delivery companies home and business users overseas markets
Competition space Internet l 2 nd generation Internet streaming cache vendors u Entera, Infolibria, Inktomi Interactive TV l Internet personal video agent u Jovio
Other players l internet streaming end-system product vendors u l web caching vendors u l web customization - Chutney, Kurion, Purple Yogi cable and interactive TV u u l Network Appliances, Cacheflow personalization and customization services u l Real, Microsoft, Oracle, Apple, IBM, Kasenna DIVA, Liberate, Scientific Atlanta, Actv, Opentv, ICTV, Aol-TV personal digital VCR : TIVO, Replay TV wireless u Packetvideo, Puma Tech Potential partners/customers
Competitive Advantage l team u u l core technology: proxy u u l l combined expertise in streaming media, real-time systems and Internet protocols proven track record as innovators in the field middleware: unique flexible, extensible architecture for rapid service development, customization, deployment services: implemented set of standard services, customized add -on services first mover advantage patent protection - Creates barrier to entry establish market dominance through superior technology and strategic partnerships market is enormous - space for multiple players
NSF-funded UMass research effort Multimedia proxy services l NSF grant: $1. 3 M over 3 years (ending 2002) l PIs: Gao, Kurose, Shenoy, Towsley l server/proxy/client prototype development l engine for generating/prototyping new ideas
Potential advisors l Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof. , “father of packet-switching” l Steve Willis: founder Wellfleet, Argon Nets l Guru Parulkar: founder Growth Networks l Sid Topol: former CEO Scientific Atlanta l Andrew Vitterbi: founder Qualcomm, Linkabit l Hamid Ahmadi: VP Research AT&T l Richard Muntz: Prof. UCLA l Raj Yavatkar: Tech. Manager, Intel l Christophe Diot: Group leader, Sprint ATL l John Rose: Director Mc. Kinsey (NY)
Risks l 800 pound gorillas move into space: MS, Akamai, Infolibria, Inktomi l narrow window of opportunity - need to execute fast and execute well l degree of success partially tied to future broadband penetration to home
Moving Forward l business plan u customer interviews u financials u business model, marketing and sales strategy l business/management expertise l transition: research project to commercial product u incorporation u fulltime software development team u funding – What type of investors? Value-added, smart money l relationship with University
Summary l l the product competition competitive advantage and risks open issues Need to move fast !
Commercial Potential ISPs/Cable providers: increased revenues though provision of enhanced services My. Video: any time anywhere personalized smart network video Content providers: increase revenue by personalizing video delivery u u client-initiated customized ads Businesses: asynchronous videocasting (e. g. , training)
Plug-n-Play Services l l VCR functionality Content insertion record insert
Plug-n-Play Services l l l VCR functionality Content insertion Bandwidth matching And others: l loss concealment l multicast l. . . transcode record
wireless CATV IP transcode record
Enabling/enhancing a new service infrastructure First generation service l l l single server, multiple clients end-end principle homogeneity in offered service
Enabling/enhancing a new service infrastructure 2 nd generation service: l l l cache between server, clients homogeneity in service enhanced scalability
Vision: enabling/enhancing a new service infrastructure 3 rd generation service: l l l proxy between server, clients client-tailored services enhanced scalability
Potential advisors Technical · · · Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof. , “father of packetswitching” Steve Willis: founder Wellfleet, Argon Nets Guru Parulkar: founder Growth Networks Sid Topol: former CEO Scientific Atlanta Andy Vitterbi: founder Qualcomm, Linkabit Raj Yavatkar: Technical (more) · · · Dick Muntz: Prof. UCLA Pawan Goyal: Ensim Christophe Diot: Group leader, Sprint ATL Managerial · John Rose: Director Mc. Kinsey (NY)
Potential Partners Internet u l ASPs Personalization and Anonymizer services Interactive TV l Liberate, Actv, Opentv, ICTV, Scientific Atlanta, Aol. TV, microsoft
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