DN Business Models - Not All Cast f

DN Business Models - Not All Cast from the Same Mold
Rebecca Wetzel
Most casual observers know of just one business model for content
distribution networks (CDNs) – Akamai’s. In this model, content providers
pay CDNs (who own no transport infrastructure), to have content of their
choosing replicated in servers located in data centers closer to end-users
than the origin servers.
This model has captured the imagination of Wall Street, and continues to
draw the lion’s share of the attention. There are, however, other models
designed to further the interests of a different cast of characters. We set
out to identify and examine various CDN business models, delving into
questions of who distributes which content for whom, why and who pays
whom.
The Cast of Characters
CDNs burst onto the scene in 1999 to address the fact that the Internet
was not designed to handle large transmissions of Web content over long
distances. Network congestion and traffic bottlenecks, exacerbated by
burgeoning payloads of Web traffic, degrade individual Web site
performance and compromise network performance.
CDNs address the problem by storing and serving content from many
distributed locations rather than from a few centralized origin points - thus
bypassing network congestion. Using caching technology, CDNs store
replicas of content near users, rather than repeatedly transmitting
identical versions of the content from an origin server. The result
accelerates and improves the quality of content delivered to end users,
while lowering network congestion and bandwidth costs for ISPs.
The CDN stage is populated by a cast of five characters, each with its
own needs and agenda. The CDN playbill includes:
• Content providers, who need to get their content to end-users.
• Hosting providers, whose Internet-connected data centers house
content providers’ servers.
• Backbone carriers, who provide wide-area transport for ISPs.
• Access ISPs, who connect end users to the Internet.
• End users, who are consumers of content.
These five groups make up a content distribution value chain, the
purpose of which is to connect consumers to purveyors of content. Note
that there is overlap among access ISPs, backbone carriers and hosting
providers. Some backbone carriers offer access and hosting services,
and many access ISPs offer hosting services. But even when one
provider assumes multiple identities, distinctions among the functions
remain valid.
Who Pays Whom for What?
There are two primary CDN business models. The first is a content
provider-centric model driven by the needs of content owners, and the
second is an Internet access provider-centric model driven by the needs
of ISPs. In both models, the payer seeks to please content consumers;
what differs is the choice of content distributed, the way it is distributed
and who pays.
* Content-centric CDNs: In this model (see Figure 1 ), exemplified by
Akamai, Digital Island and Speedera, content providers pay CDNs to
accelerate their content, in order to please the content consumers, and
thus prevent them from defecting to competitors’ sites. Content-centric
CDNs replicate and deliver only content that the owners specify (in the
case of Akamai, this is content that is specially tagged or “akamaized”)
from caching servers throughout the Internet. Content-centric CDNs
employ routing intelligence to guide user requests to local servers.
Content-centric CDN caching servers are co-located by mutual
agreement within data centers belonging to hosting providers, access
ISPs and/or backbone carriers. Sometimes the hosting provider, access
ISP or backbone carrier co-locates the CDN servers for free, but more
commonly, the CDN pays a co-location fee covering space, utilities and
network connectivity. In some cases, hosting providers resell contentcentric CDN services and receive a share of the CDN’s sales revenue.

Kết quả (Việt) 1:

Các mô hình kinh doanh DN - không phải tất cả đúc từ cùng một khuônRebecca WetzelQuan sát giản dị nhất biết mô hình chỉ là một kinh doanh cho nội dungmạng lưới phân phối (CDNs)-Akamai của. Trong mô hình này, nội dung nhà cung cấptrả CDNs (những người sở hữu không có cơ sở hạ tầng giao thông vận tải), có các nội dung của họviệc lựa chọn nhân rộng trong các máy chủ trong dữ liệu trung tâm gần gũi hơn với người dùng cuối cùngso với các máy chủ nguồn gốc.Mô hình này đã chiếm được trí tưởng tượng của phố Wall, và tiếp tụcvẽ chia sẻ của sư tử của sự chú ý. Không có, Tuy nhiên, các mô hìnhđược thiết kế để thêm các lợi ích của một diễn viên khác nhau của nhân vật. Chúng tôi thiết lậpra để xác định và kiểm tra các mô hình kinh doanh CDN, delving vàoCác câu hỏi của những người phân phối nội dung nào mà, tại sao và trả tiền cho những ngườingười mà.Các diễn viên của nhân vậtCDNs nổ vào cảnh năm 1999 đến địa chỉ một thực tế rằng Internetkhông được thiết kế để xử lý lớn truyền nội dung Web qua longkhoảng cách. Mạng tắc nghẽn và giao thông tắc nghẽn, trở nên nghiêm trọng bởiđang phát triển dữ liệu lưu lượng truy cập Web, làm suy giảm trang Web cá nhânhiệu suất và thỏa hiệp hiệu suất mạng.CDNs giải quyết vấn đề bằng cách lưu trữ và phục vụ nội dung từ nhiềuphân phối địa điểm chứ không phải từ một vài điểm tập trung nguồn gốc - do đóbỏ qua tắc nghẽn mạng. Sử dụng công nghệ bộ nhớ đệm, CDNs lưu trữbản sao của nội dung gần người sử dụng, chứ không phải là nhiều lần truyềnPhiên bản giống hệt nhau của nội dung từ một máy chủ nguồn gốc. Kết quảaccelerates and improves the quality of content delivered to end users,while lowering network congestion and bandwidth costs for ISPs.The CDN stage is populated by a cast of five characters, each with itsown needs and agenda. The CDN playbill includes:• Content providers, who need to get their content to end-users.• Hosting providers, whose Internet-connected data centers housecontent providers’ servers.• Backbone carriers, who provide wide-area transport for ISPs.• Access ISPs, who connect end users to the Internet.• End users, who are consumers of content.These five groups make up a content distribution value chain, thepurpose of which is to connect consumers to purveyors of content. Notethat there is overlap among access ISPs, backbone carriers and hostingproviders. Some backbone carriers offer access and hosting services,and many access ISPs offer hosting services. But even when oneprovider assumes multiple identities, distinctions among the functionsremain valid.Who Pays Whom for What?There are two primary CDN business models. The first is a contentprovider-centric model driven by the needs of content owners, and thesecond is an Internet access provider-centric model driven by the needsof ISPs. In both models, the payer seeks to please content consumers;what differs is the choice of content distributed, the way it is distributedand who pays.* Content-centric CDNs: In this model (see Figure 1 ), exemplified byAkamai, Digital Island and Speedera, content providers pay CDNs to
accelerate their content, in order to please the content consumers, and
thus prevent them from defecting to competitors’ sites. Content-centric
CDNs replicate and deliver only content that the owners specify (in the
case of Akamai, this is content that is specially tagged or “akamaized”)
from caching servers throughout the Internet. Content-centric CDNs
employ routing intelligence to guide user requests to local servers.
Content-centric CDN caching servers are co-located by mutual
agreement within data centers belonging to hosting providers, access
ISPs and/or backbone carriers. Sometimes the hosting provider, access
ISP or backbone carrier co-locates the CDN servers for free, but more
commonly, the CDN pays a co-location fee covering space, utilities and
network connectivity. In some cases, hosting providers resell contentcentric CDN services and receive a share of the CDN’s sales revenue.