| | December 20169CIOReviewthe underlying network that allow optimal, secure, intelligent and customisable delivery of content. It is differentiated from others by tightly coupling the CDN to the network and adding situationally-based intelligence to achieve a material Improvement in delivery, experience, and end-to-end visibility. The enhanced CDN also serves as a conduit, allowing OTTs, and first mile and middle mile CDNs to take advantage of the network based capabilities. The result is designed to place service providers in a position to deliver broadcast quality at scale (Figure 2).Media Optimized Network (MON) Vision:As shown in Figure 3, the next generation CDN architecture is evolving to become the centre point for a "Media Optimized Network" (MON). It allows creation of a customer-centric approach whereby end-to-end QoE is ensured by turning unmanaged content into managed content.The foundation for the MON is formed by the following new technology capabilities:Application and service awareness of the delivery path so delivery streams can adapt to traffic variability: Content providers can personalize their delivery service to end-users whilst optimizing and utilizing the network resources more efficiently. Enhanced security techniques and monitoring protocols, e.g. traffic scrubbing centres, and integration with the last-mile CDN capabilities to provide better protection against attacks. API framework to enable the use of the value-added services offered by service providers: It abstracts real-time network data to content providers, enabling the support for packaging control instructions alongside of the content, thus dynamically adapting to end-user performance. Common network control plane for a single point interface: It arbitrates command and control activities to each network component.Moving to microservices based products running on virtualized network architecture allows function modularization so that they can be move into different areas of the network as required.Realisation and Growth Potential:Service providers have the opportunity to harness these new capabilities as their infrastructures shift from hardware to software-based solutions. Moving into software-defined infrastructure creates the opportunity to naturally add intelligence into the network. The reality is that the shift towards optimized delivery of content has already commenced with a number of activities in play with both market leaders and start up organizations. It is no secret that OTTs will continue to evolve their delivery methodologies with or without service providers. Some may see this path of solution co-creation, technology adaptation and organizational transformation as a harder path to follow. Despite the challenges, combining the intelligent network with an intelligent content delivery platform is a solid approach to drive the performance and utility that customers expect. Opening up the capability to the OTTs extends the foundational capabilities for optimization to all who want to utilize it. Figure 3: Media Optimized Network (MON)Gary TraverKey Tekeways for Service ProvidersEmbrace Over The Top (OTT)content providers-working more close ly valid ates role and relevanceinthe media supply chin.Add Intelligence in the last-mill and leverage core capabilities, while creating a consistent way to interface into OTTsCreate a holistic CDN strst egy considering all three CDN layers- last-mile, middle-mile, and first-moli.Foster the "start-up" mindsets and behaviours needed to keep pace with OTTs.Investigate opportunities to use innovative start-ups focused on optimization with the intent of integrating their solutions into the network.Join a global initiative like the unified Delivery Network (UDN) as a way of aligning with other service providers.
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