Introduction to PeerApp

1
Introduction to PeerApp

• November 2007

2
PeerApp The Company

• Established in 2004, predicting the growth and
  potential of P2P networks for media delivery,
  develop solutions for service providers to
• Cache files to cost effectively satisfy increased
  subscriber demand for multi-media
• Accelerate content delivery to create competitive
  advantages and promote top tier broadband
  packages
• Create premium value-added services to
  participate in the revenue chain associated with
  accelerating multi-media delivery
• Received the first and only patent in area of P2P
  content acceleration
• Management team with extensive experience in
  Internet, storage, and networking solutions
• VC Funded

3
Key Market Factors

• P2P delivery of multi-media files (BitTorrent),
  real time streaming (mlb.com) and the viewing
  video clips (YouTube) today consume 2/3 of
  broadband traffic.
• Fast and efficient delivery of broadband video
  and games IS the killer application to drive
  subscriber growth and satisfaction
• Most estimates project an 8 fold increase in the
  volume of bandwidth consumed by broadband
  households from 2006 to 2010.
• Rapid growth of media consumption results in
  higher bandwidth costs for ISPs without added
  revenues.

Market Growth
Source AccuStream iMedia Research
4
PeerApp Solutions

• Caching Most cost effective means to satisfy
  increase in media consumption (P2P and HTTP
  streaming).
• Media files are highly cacheable due to flash
  crowd effects
• Control Allows service provider to assert
  complete control over media delivery and resource
  allocation (speed, bandwidth, performance)
• Acceleration Content Acceleration creates a
  distinct competitive advantage by delivering
  media at much faster rates to promote subscriber
  growth and top tier bandwidth packages.
• Value-Added Services Create premium value-added
  services to participate in the revenue chain
  associated with accelerating multi-media delivery.

5
PeerApp UltraBand Caching Infrastructure

• Intervenes and serves all traffic transparently
• Integrated with DPI for only complete solution
• Intervenes and serves P2P HTTP transactions
  transparently
• Scalable multi-gigabit bandwidth generation
  capabilities
• Superior media delivery and user experience
  through download acceleration
• Reduction of upstream bandwidth
• Serves data at wire speeds

Internet P2P Users
P2P Traffic Flows
A
B
C
Layer 7 Switch
PeerApp UltraBand
ISP Subscribers
6
Connectivity Options

• Solution design is based on multiple networking
  methodologies
• Policy Based Routing
• DPI based redirection
• Alteon Based Load Balancing
• Fully inline mode (up to 700Mbps)
• Carrier-Grade scalable connectivity ranging from
  100Mb to 10Gb

10Gb Pipe
P2P equals to x of the pipe
X of P2P traffic
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How UltraBand WorksP2P Caching In
1
ISP subscribers request file
L7 Redirector
Internet
ISP Subscriber
Internet User
Files Cached Transparently while being downloaded
2
UltraBand

• Switch redirects P2P traffic to UltraBand (by L4
  port or L7 signatures)
• PeerApp works in spoofing mode non intrusive
  and transparent
• If the file does not exist in the cache,
  UltraBand simultaneously caches and forwards the
  downloaded file

8
How UltraBand Works Downstream Cache Out
1
ISP subscribers request file
L7 Redirector
Internet
X
ISP Subscriber
Internet User
Keep-Alive
File transfer stopped but connection kept
alive for transparency
2
3
File Served from Cache transparently
UltraBand

• If the file exists in the cache, the file is
  transmitted to the ISP subscriber
• transparently
• The session is maintained with the Internet user
  to ensure file availability

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How UltraBand Works Upstream Caching

• Provide Upstream traffic from cache without
  affecting user rating
• Move Last Mile traffic to the cache improve
  the neighboring customers internet experience
• Assert control over P2P traffic

P2P users
Neighborhood
ISP Network
P2P Customers
Provide requested Hash Pieces
Respond on behalf of the ISP customer
Request Hash Pieces
Congestion of last mile affects all users
Maintain user rating
YouTube Users
P2P users
Basic HTTP Services Users
10
UltraBand Product Family
UB1000
UB2000
Dell PowerEdge Blade Server
Dell PowerEdge Server
Dell PowerVault Storage
EMC CLARiiON CX3 Storage Array

• Decoupled Hardware Software
• Highest Performance Highest Scalability

11
Business Drivers

• Households shift to the Internet for all forms of
  digital consumption
• P2P, movie downloads, TV-on-demand, games, video
  clips, SW upgrades, etc.
• Need to economically satisfy the growth of
  bandwidth consumption per household
• Subscriber Satisfaction
• Satisfy increase in bandwidth consumption
• Reduce Churn
• Reduce call center volume
• Promote top tier bandwidth packages to increase
  revenue
• 10x improvement in download time with PeerApp
• Justify premium price points
• Competitive Advantages
• Fast and efficient media delivery at wire speeds
• Promote subscriber growth

12
PeerApp UltraBand Content Acceleration
Peer Video File Source 1GB Film
8 Gb/s
2Gb/s
PeerApp Enabled ISP
UltraBand
ISP
Download Time 8 Hrs
Download Time 20 Min
PeerApp UltraBand 24x Improvement in Download
Time Customer Satisfaction
13
PeerApp Content Acceleration

• Assumes a 218MB video file (about 30 minute TV
  program)
• 6 Minutes vs. 6 hours download time
• Promotes top-tier broadband packages driving more
  revenue
• 10x improvement from 512Kb to 5Mb

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Smart Bandwidth Generation
Economically satisfy increase in consumer
bandwidth demand
In traffic 440M PeerApp 770M Total 1210M
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Media Cache for Subscriber Growth
Actual Service Provider Example

• Efficiently deliver media inside your network at
  WIRE SPEEDS
• Satisfy subscriber demand for monthly media
  consumption in a cost effective manner
• Supports subscriber and bandwidth consumption
  growth per subscriber
• 27.5 subscriber growth
• 123 increase in total media consumed (75
  increase/sub)
• Reduced backhaul charges and only 19 increase in
  last mile

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Summary

• Satisfied Subscribers
• Consuming more media
• Faster media delivery
• More efficient Network for media delivery
• Media files are highly cacheable and drive flash
  crowd behavior
• Reduce need to expand Transit links
• Intelligent caching to manage peak traffic on
  last mile
• Manage upstream bandwidth from P2P
• Ability to integrate with DPI for complete
  traffic management solution
• Generate Revenue
• Promote subscriber growth
• Promote top tier bandwidth packages
• Distinct competitive advantage
• Delivery enhanced services based on acceleration

17
Thank you