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Global Transparent Caching Market
Frost & Sullivan, Dec 2011, Pages: 40
As communication service providers change their perception of online video from a traffic problem to a business opportunity, technologies like transparent caching will empower these service providers to capitalize on an ever growing source of revenue that is being woefully neglected right now. Transparent caching is expected to help spur the telecommunication industry to take charge of online video delivery in their own hands and help become content delivery networks in their own right. This study analyses the transparent caching market from a global perspective, includes a discussion of global drivers and restraints and competitive analysis.
Internet traffic continues to grow and an increasing amount of this traffic is being driven by video. Cisco VNI projects Internet traffic to grow by a factor of x between 2009 and 2013. It further projects that video will constitute xx percent of overall traffic. As a result of all this video traffic, transparent caching technology represents one of the biggest and fastest growing opportunities for vendors selling content delivery platforms for use inside a carrier network, referred to as 'On-Net' solutions. As video streaming and rich media downloads continue to flood operator networks with no end in sight, network operators are evaluating and deploying transparent Internet caching inside their networks to address a broader range of Internet content. The intent is two-fold. The first is to reduce the network infrastructure and bandwidth costs associated with over the top (OTT) content and the second is to differentiate their consumer broadband service and deliver better user performance. By eliminating any potential delays associated with the Internet or even the content origin, caching allows the operator to highlight their investment being made in the access network and deliver more content at top speeds. Most traditional content caching sits outside the network in a peering location, data center, or collocation space. It is usually managed by someone other than the network operator (like Akamai or Google). The network operator has little or no control over the cache servers, and as a result has little visibility into the actual productivity of those servers or what is being delivered from them. In contrast, because transparent caching works across a much broader set of over the top content and traffic (as much as xx percent of an operators consumer broadband traffic is video streams and file downloads), it is embedded inside the carrier's network and provides the operator control over what to cache, when to cache, and how fast to accelerate the delivery.
Operators continue to perceive the growth of online video as a traffic problem rather than an opportunity to create business models and start monetizing the content as the incumbent Content Delivery Networks (CDNs) currently do. Though this perception is fast changing among decision makers, the executive who understands the value of video and who typically spear head these initiatives still reside in silos within the operator organizations. Currently most investment that goes towards transparent caching is for network optimization for video. This restraint is expected to erode quite fast as operators understand the need to monetize on online video and accelerate their investment into building out their own CDN services from late 2012 and early 2013 onwards. Many telcos, MSOs, and mobile operators are now looking at transparent caching as a required element in their network to control 'over-the-top' content consumption and to provide the best possible end-to-end user experience. It is a unique technology that simultaneously benefits content owners, network operators, and most importantly broadband or wireless subscribers. CDNs are good at what they do, serving content to subscribers quickly, and in the process alleviating peering costs for service providers. But there is an enormous amount of traffic that these CDNs do not serve, and that's where the value of intelligent caching comes in. Deployed throughout a carrier network, it will improve subscribers' experience and reduce carriers' peering costs, but only if it delivers the features and intelligence required to adapt to constantly changing user behavior and content patterns, and most importantly, scales economically to tens or hundreds of gigabits per second. This research highlights how transparent caching systems work, what they cost, factors driving and restraining growth, the opportunity for market growth and the competitive landscape of vendors who provide transparent caching solutions in the market today.
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