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Overview

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• Launched Service in Nov ‘08

• P2P:

• Advantages: scalability, low cost of delivery

• Disadvantages: client-side process, install, perceptions.

• Currently delivering managed p2p content on white-labeled basis.

• High peer efficiencies, secure and stable platform.

• Multi-Source Delivery: started mid 2009, initial sales Dec 2009.

• Delivery from other CDNs, Data Centers – not end-users.

• ‘Client-less’ technology.

• Still improves scalability, expands capacity

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Source: Cisco

IP Video Delivery - Market Dynamics

Massive increase in the amount of video content being delivered over the Internet

• According to Cisco, 2007 IP video traffic was 30X the total US Internet backbone traffic in 2000. By 2013, it would be 390X that number.

• Videos would represent 90% of all IP traffic by 2012, representing 56 exabytes of data a month, from the current 6 exabytes a month.

Key TrendsKey Trends

Fragmented sources for IP video delivery - much like the sources to an electric grid

• Current video delivery sources include 50 CDNs, 238 regional networks and colocation centers ; New entrants in the market include facilities-based telcos.

• While delivering bits is commodity, performance, capacity, cost, and reliability varies across delivery sources.

• Publishers are faced with need to utilize and manage multiple potential delivery sources.

Increasing Demand for higher-layer delivery applications • Adaptive-bit-rate streaming, ISP-load aware streaming,

Differentiated Delivery, Deeper playback and performance analytics, and managing delivery to connected devices.

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Market Challenge – MM Solution – ResultCh

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MediaMelon Technology Overview

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Delivery Network 1

Delivery Network 2

Control Data

Control Data

Origin Server

MediaMelon Overlay Servers

MEDIAMELON DELIVERY PLATFORMMEDIAMELON DELIVERY PLATFORMMediaMelon OverlayMediaMelon Overlay

Dynamic Routing of IP-Video based on QoS, Cost, and Business PoliciesDynamic Routing of IP-Video based on QoS, Cost, and Business Policies

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CDNsCDNs Regional NetworksRegional Networks TelcosTelcos DatacentersDatacenters

Video PortalsVideo Portals Media companiesMedia companies Video platforms and aggregators

Video platforms and aggregators

MEDIAMELON DELIVERY PLATFORMMEDIAMELON DELIVERY PLATFORM

MediaMelon offers several value-added service on top of the routing layer

Adaptive HTTP

Delivery

Advanced Performance

Analytics

Differentiated Services

In-stream Advertising

Delivery to Connected

CE Devices

Others ..

Technology Overview: Video Overlay Network

Cloud

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• Deflationary technology

• Order of magnitude increase in utilization

• Analogies: IP evolution

• The Cloud Stack

• IaaS: Savvis, Rackspace, Amazon, Nirvanix

• PaaS: Microsoft Azure, Salesforce, AppEngine, EC2

• SaaS: salesforce.com, citrix, Google

• Market opportunity (including hardware, middleware and services) is $350 billion a year.

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Adaptive Streaming TechnologyHTTP-adaptive streaming based on device characteristics, source capacity/cost, and access network load.

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Over 30 different ad-networks and ad-serversVideo decoupled from player resulting in Pre-rolls, mid-rolls, and post-rolls without any change to video or player.

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Best of breed video playersFlowPlayer / thePlatform /Comcast player – used by majority

of US broadcasters.

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Advanced Video AnalyticsPublishers get transparency into how their videos are performing across different networks

Comparative AnalysisOn top of the multi-source routing service, we are in a unique position to offer a series of higher-layer high-margin services.

Video source can be switched mid-stream (while video is playing ) based on performance and cost

Bitrate can be continually adjusted based on playing device characteristics, source capacity/cost, and access network load.

Ads and videos are decoupled from each other and therefore Ads can be inserted based on open IAB standards

MediaMelon’s technology is based on HTTP (the most widely used Internet protocol). This makes the solution scalable and flexible. HTTP objects can be cached unlike other proprietary protocols.

MediaMelon’s solution helps in seamless integration with the publisher’s existing workflow. MediaMelon also allows publisher to use any video player including MM provided player

Reporting at a more granular video-chunk level (since video is broken down into chunks).

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QoS based Adaptive BitRate

In-Stream Advertising

Standards-based solution leading to Scalability

Easy Integration with Workflow / Video Player

Independence

Advanced Reporting and Analytics

Optimized Video Source

MediaMelon SolutionMediaMelon Solution

Summary

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• MediaMelon manages content delivery across various delivery sources.

• Offers a series of higher-layer applications

• Multi-source delivery:

• expands capacity of deployed infrastructure.

• Allows media companies to access content delivery/management at the right price/performance point.

• MediaMelon’s partners include major CDNs, ad networks, CMS vendors.

• For more details:

• kumar@mediamelon.com

• Cell: (650) 270-5006 / Work: (415) 283-3339