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REEL, Inc. L. Gao, Jim Kurose, Shubho Sen Prashant Shenoy, Don Towsley. Overview. who we are vision product value proposition customers competition competitive advantage risks open issues summary. Lixin Gao: Assoc. Prof., UMass ECE, 10 years in algorithms, networking

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reel inc

REEL, Inc

L. Gao, Jim Kurose, Shubho Sen

Prashant Shenoy, Don Towsley

overview
Overview
  • who we are
  • vision
  • product
  • value proposition
  • customers
  • competition
  • competitive advantage
  • risks
  • open issues
  • summary
the team
Lixin Gao:Assoc. Prof., UMass ECE, 10 years in algorithms, networking

Jim Kurose:Prof., Chair UMass CMPSCI, 22 years in networking, multimedia; IEEE Fellow

Shubho Sen:PhD 2000, UMass CMPSCI; 7 years in networking, multimedia

Prashant Shenoy:Asst. Prof., UMass CMPSCI, 8 years in multimedia OS

Don Towsley:Distinguished Univ. Prof., UMass CMPSCI, 29 years in networking, multimedia; ACM, IEEE Fellow

The Team

By the numbers:

  • eight patents approved or pending
  • 200+ research papers
  • management experience:
    • ~ $2M in annual research grant funding
    • CMPSCI Networks research group: 23 people
streaming media market
Streaming Media market
  • rapid demand for streaming media content
    • 300,000 hours of Real Networks content produced a week (8/99)
    • each of top 10 webcasts in 1999 attracted > 0.5 million viewers (McKinsey Quarterly 2000)
    • internet broadcast market to grow to $40 billion by 2003 (Aberdeen Group)
  • rapid broadband deployment into homes and businesses
    • 70% of businesses connect via ISDN or better (InfoTech 12/99)
    • broadband to the home: 8.3 million cable modem, 5 million DSL and 0.5 million wireless broadband by 2003 (PC Computing 4/00)
    • 30 million ITV capable houses by 2004 (Jupiter Comm.)
1st generation streaming media
1st generation streaming media
  • single server, multiple clients
  • end-end principle

server

client

  • homogeneous service
  • not scalable: server, bandwidth resources

client

2nd generation passive cache
2nd generation: passive cache
  • content replication, caching
    • Akamai, Inktomi
  • enhanced scalability
  • passive cache: homogeneous service
3rd generation active proxy

continue

continue

content

pause

buffering

buffering

buffering

buffering

buffering

3rd generation: active proxy
  • Client-tailored service:
    • pause live broadcast, time-shifted playback
    • content insertion/specialization
    • more ….
  • scalable, personalized service
  • activecache: client-tailored service

insertion

what s the product

server

from disk

content

insertion

to disk

record

client

What’s the Product
  • flexible proxy software
    • running on commodity systems
    • two key components
      • software infrastructure (backplane) for composition, integration of different services
      • software implementing specific services
what s the product1

server

client

What’s the Product
  • flexible proxy software
    • running on commodity systems
    • two key components
      • software infrastructure (backplane) for composition, integration of different services
      • software implementing specific services
what s the product2

resume

pause

What’s the Product

server

  • flexible proxy software
    • running on commodity systems
    • two key components
      • software infrastructure (backplane) for composition, integration of different services
      • software implementing specific services
  • framework/toolkit for rapid development of services

client

sample services
Sample services
  • personalized VCR functionality for live, stored streaming media
    • timeshifted playback of live transmission, simultaneous recording
  • personalized content insertion
    • ads, picture-in-a-picture
  • resource management
    • bw reduction via caching, smoothing
    • localized multicast
  • handling end system heterogeneity
    • customized transcoding for thin clients, low-bw clients
where do we fit in

Local

customization

Local

Caching/

delivery

Edge

customization

Edge

delivery

Transport

over

backbone

Server

customization

(limited)

Content

creation

Where do we fit in

Value Food Chain

who benefits
Who benefits?
  • end users - new, enhanced services
  • ISPs - increase revenue, strengthen brand
    • reduce bandwidth usage
    • offer value added services to differentiate from competitors
    • offer tiered customer service
  • enterprises - enhanced tools, reduce costs
    • asynchronous videocast - training, timeshifted playback of corporate telecast
  • content providers - increase revenue, strengthen brand
    • enhance viewer experience
    • revenue sharing with ISP for enhanced content services
    • targeted ads create new revenue opportunities from existing content
potential customers
Potential customers
  • service providers
    • ISPs
    • wireless SPs
    • cable companies
    • satellite delivery companies
  • content distribution networks
    • e.g.: Akamai
  • end users
    • home and business users
  • overseas markets
competition space
Competition space

Internet

  • 2nd generation Internet streaming cache vendors
    • Entera, Infolibria, Inktomi

Interactive TV

  • Internet personal video agent
    • Jovio
other players
Other players
  • internet streaming end-system product vendors
    • Real, Microsoft, Oracle, Apple, IBM, Kasenna
  • web caching vendors
    • Network Appliances, Cacheflow
  • personalization and customization services
    • web customization - Chutney, Kurion, Purple Yogi
  • cable and interactive TV
    • DIVA, Liberate, Scientific Atlanta, Actv, Opentv, ICTV, Aol-TV
    • personal digital VCR : TIVO, Replay TV
  • wireless
    • Packetvideo, Puma Tech

Potential partners/customers

competitive advantage
Competitive Advantage
  • team
    • combined expertise in streaming media, real-time systems and Internet protocols
    • proven track record as innovators in the field
  • core technology: proxy
    • middleware: unique flexible, extensible architecture for rapid service development, customization, deployment
    • services: implemented set of standard services, customized add-on services
  • first mover advantage
  • patent protection - Creates barrier to entry
  • establish market dominance through superior technology and strategic partnerships
  • market is enormous - space for multiple players
nsf funded umass research effort
NSF-funded UMass research effort

Multimedia proxy services

  • NSF grant: $1.3M over 3 years (ending 2002)
  • PIs: Gao, Kurose, Shenoy, Towsley
  • server/proxy/client prototype development
  • engine for generating/prototyping new ideas
potential advisors
Potential advisors
  • Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching”
  • Steve Willis: founder Wellfleet, Argon Nets
  • Guru Parulkar: founder Growth Networks
  • Sid Topol: former CEO Scientific Atlanta
  • Andrew Vitterbi: founder Qualcomm, Linkabit
  • Hamid Ahmadi: VP Research AT&T
  • Richard Muntz: Prof. UCLA
  • Raj Yavatkar: Tech. Manager, Intel
  • Christophe Diot: Group leader, Sprint ATL
  • John Rose: Director McKinsey (NY)
risks
Risks
  • 800 pound gorillas move into space:

MS, Akamai, Infolibria, Inktomi

  • narrow window of opportunity - need to execute fast and execute well
  • degree of success partially tied to future broadband penetration to home
moving forward
Moving Forward
  • business plan
    • customer interviews
    • financials
    • business model, marketing and sales strategy
  • business/management expertise
  • transition: research project to commercial product
    • incorporation
    • fulltime software development team
    • funding
      • What type of investors? Value-added, smart money
  • relationship with University
summary
Summary
  • the product
  • competition
  • competitive advantage and risks
  • open issues

Need to move fast !

commercial potential
Commercial Potential

ISPs/Cable providers: increased revenues though provision of enhanced services

MyVideo: any time anywhere personalized smart network video

Content providers: increase revenue by personalizing video delivery

  • client-initiated
  • customized ads

Businesses: asynchronous videocasting (e.g., training)

plug n play services
Plug-n-Play Services
  • VCR functionality
  • Content insertion

insert

record

plug n play services1
Bandwidth matchingPlug-n-Play Services
  • VCR functionality
  • Content insertion

trans-

code

And others:

  • loss concealment
  • multicast
  • ...

record

slide26

trans-

code

record

wireless

CATV

IP

enabling enhancing a new service infrastructure
Enabling/enhancing a new service infrastructure

First generation service

  • single server, multiple clients
  • end-end principle
  • homogeneity in offered service
enabling enhancing a new service infrastructure1
Enabling/enhancing a new service infrastructure

2nd generation service:

  • cache between server, clients
  • homogeneity in service
  • enhanced scalability
vision enabling enhancing a new service infrastructure
Vision: enabling/enhancing a new service infrastructure

3rd generation service:

  • proxy between server, clients
  • client-tailored services
  • enhanced scalability
potential advisors1
Potential advisors

Technical (more)

  • Dick Muntz: Prof. UCLA
  • Pawan Goyal: Ensim
  • Christophe Diot: Group leader, Sprint ATL

Managerial

  • John Rose: Director McKinsey (NY)

Technical

  • Len Kleinrock: founder Nomadix, Linkabit. UCLA Prof., “father of packet-switching”
  • Steve Willis: founder Wellfleet, Argon Nets
  • Guru Parulkar: founder Growth Networks
  • Sid Topol: former CEO Scientific Atlanta
  • Andy Vitterbi: founder Qualcomm, Linkabit
  • Raj Yavatkar: Tech. Manager, Intel
  • Hamid Ahmadi: VP Research AT&T
potential partners
Potential Partners

Internet

    • ASPs
  • Personalization and Anonymizer services

Interactive TV

  • Liberate, Actv, Opentv, ICTV, Scientific Atlanta, Aol-TV, microsoft