| | July 20158CIOReviewCollaboration: The Key to Efficiently Manage Content ExplosionBy Diomedes Kastanis, VP, Head of Technology, CTO Business Unit Support Solutions, Ericsson [NASDAQ:ERIC]Market Trends Beckon the Need for Cooperative Content DeliveryAs the industry enters the Internet era of television where huge importance is placed on IP delivered TV, the biggest question is: "how will this infrastructure grow to meet rising demands at `TV scale'?" This is a question born not merely of technical evolution, but even more so, business evolution. Never has the last mile delivery been more critical than it is today; this area is key and laden with potential for further innovation and collaboration.Today's Content Delivery ModelIn today's Internet model, there are various players involved in the end-to-end delivery of content, ranging from the content providers, Over-The-Top (OTT) providers and global Content Delivery Networks (CDNs), to the Internet Service Providers (ISPs)/Mobile Network Operators (MNOs) and transit providers. They are all working on various technologies and enhancements to their offerings and focusing on the same target; to optimize and accelerate content delivery. The figure below provides a graphical representation of the end-to-end content delivery model today. Each player in the content delivery chain deploys their own independent optimization services and other value-added services and there is negligible-to-no interaction or cooperation across the players in deploying those services. For example, a content provider might try to deliver video content at a higher quality than a consumer's device is able to render, wasting bandwidth and potentially causing a less than ideal user experience. At the same time, an operator might be able to make an informed, on-the-fly adjustment to deliver that content at the optimal format, saving bandwidth and improving the quality of experience for the end user. However, this type of smart delivery can only happen through collaborative agreement. It's therefore fundamentally important that the industry identifies better mechanisms for working together.Diomedes KastanisFigure 1 Content Delivery Model opinionin my
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