P2P
P2P eCommerce
Media Distribution
INTENT MediaWorks
October 7th, 2005
Carlson School of Management
MIS Research Seminar
Minneapolis, MN
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Background
•
Les Ottolenghi, CEO: co-founder of INTENT MediaWorks
•
CEO of AgentWare, Inc.: leading travel search technology
•
Vice President of Information Technology and Electronic Commerce for Carlson
Wagonlit Travel (developed network tying more than 5,000 travel agents directly to
travel suppliers via the Internet
•
Holiday Inn Worldwide (launch of the first Internet-based reservations system in
the travel industry)
•
1998 Information Week nominated Ottolenghi for CIO of the Year
•
United Nations advisor ecommerce
•
Co-Author of eMarketing Book
•
Adjunct professor at Emory University teaching technology and business strategy;
•
Bachelor’s degree Duke University
•
M.B.A. Emory University's Goizueta School of Business
•
White House, U.S. Senate, FTC, U.S. Supreme Court
Page 1
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State of the art for P2P…
Page 2
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P2P state of the Art….Piracy!!!
• Napster
• RIAA Suing Grandma’s & Teenagers
• MGM v. Grokster
• Cease & Desist
• It’s Much More!
Page 3
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Trends & Predictions
• “The Telephone has too many short comings to be seriously
considered as a means of communication. The device is
inherently of no value to us.”
◊ Western Union --- 1876
• “Who the hell wants actors to talk?”
◊ H.M. Warner Brothers, 1927
• “Computers in the future may weigh no more than 1.5 tons.”
◊ Popular Mechanics, 1949
• “640K ought to be enough for anybody.”
◊ Bill Gates, 1981
Page 4
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Trend Watching…
• Information Rules
• Tech Trends
• Quadriviums
Page 5
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Technology Business Rules
•
Information Rules
·
·
·
·
·
·
·
•
Page 6
Tech Trends
Disruptions
·
Adoption Curves
· Syndication
Look Up & Discovery
Trust Brokering
Broadband Wireless & Wifi
· Web Services
·
WiFi,
Watch the Military: Sensor overload
·
Secure Distributed Media
Watch the Gaming World
·
Behavioral Targeting
·
Broadband Applications
·
Media Rich Applications
·
Wikis
Hardware
·
Wireless Broadband
Software
·
Social Nets.
Media/Information
·
Swarming
Connectivity
·
P2P
·
Skype & VOIP
Network Effects
Quadriviums
·
·
·
·
•
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No predictions…just trends…
Page 7
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New Patterns of Media Production & Consumption
Page 8
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P2P Consumer Trends
•P2P Network
•Estimated Avg # of consumers at any time
•eDonkey
2 to 4 Million
•Kazaa/Altnet
2 to 3 Million
•Morpheus/Grokster
1 to 2 Million
•Limewire
1 to 2 million
•BearShare
1 Million
•iMesh
900,000
•TrustyFiles
250,000
•Shareazaa
100,000
•Blubster
100,000
Page 9
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Let’s just be “trends”…P2P Networks Statistics
• There are an estimated 250 Million P2P users worldwide
• There are over 60 Million consumers who trade files via P2P monthly
• The number of consumers on P2P networks doubled every year for the
past 3 years
• P2P is estimated to double for the next 5 years with the integration of
digital video systems
• 8.3 Million P2P consumers are online at any given moment
• There is an estimated 10 Million Gigabytes of Data on the P2P networks a
• About two-thirds (66%) of all searches are by media type
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What’s going on?
Page 11
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Not so Subtle differences
• Client Server = WEB
Page 12
• Distributed = P2P
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What is P2P?
• INTERNET Based
• NOT the WEB
· A peer-to-peer (P2P) network is basically a network, the power of which lies in
the computers that are connected to it rather than in a central server or anything
of the kind.
• Files can be transferred between computers using various techniques, or
protocols
·
·
·
·
·
BitTorrent
Gnuetlla
Gnutella2
Fastrack
Overnet
• Decentralized, or Distributed Computing
Page 13
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Tech-Talk
• Distributed system architecture
· Decentralized control
◊
NOT A centralized system
– Client/Server Architecture
– Master/Slave models
– Dumb terminals / Active broadcaster
•
•
•
•
Typically many nodes, & heterogeneous
•
Scalable - avoids bottlenecks!
•
Controlled: local information storage
•
Anonymous & Replicable
Takes advantage of distributed, shared resources (bandwidth, CPU, storage)
Fault-tolerant, self-organizing
Operates in dynamic environment, frequent join and leave is the norm
Page 14
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Where did P2P come from?
•
1969 - ARPANET
·
•
First killer applications like FTP and Telnet were Client/server
1979 – USENET & GOPHER
·
·
UUCP, NNTP, Gopher
Decentralized control, avoid network flood, path header
•
1994 – Commercial Web
•
1999 - 1st Generation Commercial P2P: Napster. Created by Shawn Fanning
in 1999. Napster, unlike modern P2P, used a central server. Because
people used to share copyrighted material (obviously violating the
copyright laws), Napster got into legal trouble. Finally, it was shut down in
2001. However, the idea remained.
2002 - The 2nd generation of P2P was decentralized --- no central server,
the computers connect directly and therefore there is nothing to be shut
down even in case copyrighted material was shared: eDonkey, Kazaa,
iMesh, Shareaza and the like are 2nd generation p2p clients.
•
2005 – MGM v. Grokster
•
2006 - The 3rd generation is not yet well settled.
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What’s What with architectures & techniques
Page 16
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Tech-Talk: P2P Architectural Models
• Centralized (Napster)
• Decentralized
· Unstructured (Gnutella)
· Structured (Chord)
• Hierarchical (MBone)
• Hybrid (EDonkey)
• Google is hiring P2P researchers
http://www.broom.org/epic/
Page 17
YellowBrix
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So why is P2P Important?
•
Workstations have considerable
computing power (Moore's Law)
•
Workstations provide huge data
storage capacity
•
The available bandwith is increasing
steadily
•
Edge computing: benefit from the
power at the edges of Internet
•
Decentralized applications can scale
better (millions of users)
•
Nirvana: Low cost multiuser
applications with endless resources
Page 18
• According to several internet
service providers, more than
50% of Internet traffic is due to
P2P applications, sometimes
even as much as 75%.
• It is a paradigm shift from
coordination to cooperation,
from centralization to
decentralization, and from
control to incentives
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Why is P2P important to Society?
•
Organizational shift from hierarchical /
centralized models to decentralized /
network models
•
“The Rise of the Network Society”, Manuel
P2P can enable the construction of
worldwide communities
•
Example 1. Teaching: classical
lecture/exam model Vs collaborative
Example 2. Mass media: big and few
broadcasters (TV, radio) Vs public user
publishing (Web blogs, net radio, net TV)
•
technologies will promote the
creation of worldwide user
communities (social networks)
• P2P will permit low cost
learning
•
next generation of innovative
killer applications.
• P2P and collaboration
Castells
•
• P2P technologies will enable a
Example 3. Medical records sharing:
sophisticated content
publishing and distribution
tools (net radio, net tv)
secure, private and instantaneous
Page 19
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P2P Examples
•
•
P2P killer applications:
·
USENET (NNTP)
·
Instant Messaging (?)
·
Napster, Gnutella, eMule
·
SETI@HOME, LHC@home
·
Groove (Collaboration), Ray Ozzie
Buzzword: Grid Computing
·
OGSA(Open Grid Services
• Problems !
·
·
Piracy
P2P Worms and viruses
• Good examples
·
·
·
·
Skype !
BitTorrent
Peercast (P2P Radio)
Share It! by Bringing P2P into the TVDomain
Architecture)
·
Like P2P, it aims to leverage peer
computing resources
·
Widespread acceptance in many
companies
Page 20
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Where is P2P going ?
Development Stage
Period
Primary Use
• Internet 1.0:
1969-1979
Military
• Internet 2.0:
1980-1993
Science, R&D
• Internet 3.0:
1994-2000
WEB 1.0
• Internet 4.0:
2002-2010
WEB 2.0 Dist. Comp.
• Internet 5.0:
2010+
Page 21
Integrated, Seamless
Computing
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P2P Commercialization & Use
• B2B - Private exchanges for:
◊ Medical records,
• B2C - Private & Open
exchanges for:
◊ training manuals,
◊ Entertainment Media
◊ Travel
◊ Professional job search
◊ Collaborative
◊ Marketplaces
◊ Military manuals,
computing,
◊ Grids computing
◊ Advertising
◊ Talent identification,
◊ Professional networks,
◊ Sub-Pub Media
Page 22
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Technology Business Rules
•
Information Rules
·
·
·
·
·
·
·
•
Page 23
Tech Trends
Disruptions
·
Adoption Curves
· Syndication
Look Up & Discovery
Trust Brokering
Broadband Wireless & Wifi
· Web Services
·
WiFi,
Watch the Military: Sensor overload
·
Secure Distributed Media
Watch the Gaming World
·
Behavioral Targeting
·
Broadband Applications
·
Media Rich Applications
·
Wikis
Hardware
·
Wireless Broadband
Software
·
Social Nets.
Media/Information
·
Swarming
Connectivity
·
P2P
·
Skype & VOIP
Network Effects
Quadriviums
·
·
·
·
•
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P2P Marketplace: Technology Map
Page 24
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CASE STUDY:
The Entertainment Industry & P2P
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Commercial Disruption of the Entertainment Industry by P2P
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Commercial Disruption of the Entertainment Industry by P2P
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Commercial Disruption of the Entertainment Industry by P2P
Page 28
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Industry Actions & Reactions
• 1976 Copyright Act
• Sony vs. Universal Studios (1984) – BETAMAX
• Digital Millennium Act 1998
· Anticircumvention
· Online Copyright Infringement Liability Act
• Napster
• RIAA & MPAA
• US Congress
• US FTC
• Whitehouse
• MGM v Grokster: 9th Circuit – Supreme Court (Inducement)
Page 29
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Industry Issues
• Protection of Rights via Protection of Content
• Security
• Licensing
· Alignment of economics
◊ Channel Conflict
◊ Transferability
◊ Mobility
· Mark Cuban
· iTunes Pricing v. Industry
· Hurdle Rate for Videos
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The Current Situation –
Music Sales Are In Decline
• According to 2003 RIAA data, US retail music sales were about $990
million per month.
• The industry's retail sales are forecast to continue to decline at a
compound annual rate of 2.1% over the next 4 years.
Music Industry Sales…
$
…should be growing with GDP
(+2.7%)
…instead will continue to
decline if no solution is
implemented (-2.1%)
"The root cause for this drastic decline in record sales is the astronomical rate of music
piracy.… Computer users illegally download more than 2.6 billion copyrighted files
(mostly recordings) every month. At any given moment, well over five million users are
online offering well over 1 billion files for copying through various P2P networks.”
Mitch Bainwol, RIAA CEO
Page 31
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The Music Industry’s Response v. P2P
• The music industry is resisting P2P while encouraging online content
in a limited way
·
Licensing content to non-P2P Internet sites for limited online distribution
·
Suing P2P software companies to slow technology proliferation
·
Lobbying Congress to curtail P2P expansion in various ways
·
Suing consumers to drive them away from P2P usage
• But…
·
The major labels have not tried legitimate online sales of music in a domain that already
has over sixty million users in search of content – the existing P2P marketplace.
“If the music industry pursued a similar strategy in the offline world,
the consequences would be devastating…
If it refused to sell music through large chains like Wal-Mart, Target, and Best Buy –
music sales would be crippled.” - DCIA
Page 32
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P2P Media Market Milestones
• Social Networking meets
•
Electronic Commerce
· Peer-to-peer traffic accounts for 50
MGM v. Grokster, 6/27/05 signaled
beginning of commercial services
·
Illegal file trading networks dominated
·
Only legal commercial services
to 70 percent of the data traffic on
ISP networks - CNET News August
30, 2005
• P2P Consumer Market Size
· 350MM P2P clients downloaded
• 20MM simultaneous
users/second
Page 33
Open P2P: INTENT MediaWorks
◊
Closed P2P: INTENT MediaWorks,
PeerImpact, Rukkus
•
Shutdown of Illegal Open P2Ps
•
Licensing of Major Label & Studio
Music & Film: 9/1/05
•
Skype (P2P) sells for $2Billion
•
Institutional Investment: 8/05
· 60MM Users North America
· 250MM Users Worldwide
◊
·
INTENT MediaWorks
·
BitTorrent
·
Others
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Case Study: INTENT MediaWorks
A P2P Market Based Solution
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P2P & INTENT Explained
ONLINE EXPERIENCE
INTENT MediaWorks
P2P Explained
Experience P2P - Demo
P2P Demographics
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Video
Page 36
INSERT
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Demo Links to INTENT
•
http://www.intentmediaworks.com/Sponsorships/SurpemeCourt.htm
•
Supreme Court Links
•
http://www.intentmediaworks.com/Distribution/P2P%20Explained2.swf
•
Distribution Explained
•
http://www.intentmediaworks.com/Technology/edonkey.htm
•
P2P explained
•
http://www.intentmediaworks.com/Distribution/edonkey.swf
•
IMW Search Optimzation explained
•
http://www.intentmediaworks.com/mysite/Videos/joanjett.html
•
AD Supported Example in SWF
•
http://www.intentmediaworks.com/mysite/Videos/paypal.html
•
Payfor example in SWF
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What I do…& the world of P2P…
• Animation Insert
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Flash Presentation INSERT
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P2P Experience
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P2P Experience with INTENT
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How P2P Works for Consumers – Steps/Demo
Step1: Search using P2P Software
Page 42
Demo – YOU
MUST BE ONLINE
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How P2P Works – Steps/Demo
Step 2: Song/Video Selection
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How P2P Works – Steps/Demo
Step 3: Preview & Download
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How P2P Works – Steps/Demo
Step 4: Accept License Terms & Download
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How P2P Works – Steps/Demo
Step 5: Play Media
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INTENT’s Mission
1. Create the technologies & platform that enable new Digital
Distribution of Media
2. Help marketers tap into and profit from advertising to the vast
consumer community online in the file-sharing/P2P world
3. Integrate the viral power and authentic nature of peer-to-peer filesharing with e-commerce and advanced marketing technologies to
generate brand awareness, drive web traffic, and engage
consumers in acquisition oriented marketing programs
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Success
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Background to the mission
• Digital Commerce: Distribution Technology Leader
◊
◊
◊
AgentWare, Inc.: www.agentware.net: Travel MetaSearch
Careerfish, Inc.: www.careerfish.com: Job Search & Placement
INTENT MediaWorks.com: Music, Film & Video via P2P
• Recognized Leader in Legitimate P2P Media Distribution & Uses
◊ U.S. Senate,FTC,FBI, The White House
◊ U.S. Supreme Court: MGM v. Grokster 2005
• P2P Commerce Platform: Media & Applications
◊ Open P2P Media Distribution & Ad supported Sales
◊ Closed, Private Label P2P Networks
◊ Web to P2P Cross Selling
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Take a break….My Favorite…
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INTENT MediaWorks: 2003-2005
• First & Largest Distributor of
Licensed Media via Open P2P
· Only end-to-end P2P Media
·
·
·
·
·
Distribution Technology
Mass Encoding System
Multiplatform DRM Delivery
AD supported, Pay Per Download &
Pay Per View Media Engine
Search Optimization via P2P all
major Protocols
Agreement for content place within
every major P2P software
application
◊ Open
◊ Closed
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How does DRM work?
DRM perpetually tracks
content/media as it is
passed securely from
person to person, with only
authorized individuals being
able to access the protected
content.
-- Who, Why, Where,
When, How Much? Is all
included in DRM
-- Credit/Debit/Phone
card payments
Page 52
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INSERT
Page 53
DRM Video
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How INTENT works: the User Experience –
FREE or Pay per Download Content
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Consumer Experience - Rich Media & Search
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INTENT Distribution Reach
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Content Owners Perspective
•
•
•
•
Multi-Channel: P2P, WEB,
Wireless, Satellite, PC-TV
(PVRs/DVRs)
Non-exclusive distribution
Digital Rights Management,
(DRM), copy protection
software used to prevent
copying and sharing content
without authorization
INTENT reviews the content to
make certain it is not illicit,
unauthorized, sexually explicit
or unacceptable for
distribution.
Page 57
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P2P Distribution Process
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INTENT Advertising & Marketing Programs
• Measurable - Trackable Marketing
• Awareness: INTENT enables an Advertiser to generate effective awareness
at the lowest cost, for the most qualified and largest consumer marketing channel in
the world
• Traffic
• Acquisition
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AWARENESS Program - example
P2P Software AD
Placement
Info Page AD
Placement
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TRAFFIC Program - example
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ACQUISITION Program – example
Page 62
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Enabling Technology Platform
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INTENT MediaWorks - Platform
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Ad centric
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Multi-platform
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Integrated
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Integrated to P2P: INTENT & KaZaA
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eDonkey – INTENT Distribution Partner
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LimeWire - INTENT Distribution Partner
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BearShare - INTENT Distribution Partner
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TrustyFiles - INTENT Distribution Partner
Page 72
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iPeer: INTENT Private P2P Network
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iPeer: filter out unauthorized content through P2P
software from INTENT MediaWorks, LLC
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SMS Networks - INTENT Distribution Partner
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MyPeer™
MyPeer™ has an all-in-one solution, combining a full selection
of interactive services with DRM driven download features, accessed
through a simple easy interface, creating an enjoyable consumer
experience. Available in four languages.
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The Ultimate Digital System
There is also a simple integration with CD/DVD Players and DVRs for consumers
who wish to play authorized content on additional media devices.
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Viral Marketing Effect
Page 78
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Reporting
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Travel Meta-Search Screen Shot
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Market Strategy
Music, Films, Video, Games, Software, eBooks, Group information
Services
Values
Opportunity
Suppliers
Distributors
Retailers
Consumers
Studios, Labels,
Indies, Artists
Physical Media
Music & Video
Stores, Online: ex.
iTunes, Kazaa
Offline & Online:
Web, P2P, RSS,
PARTICPATORY
Networks
Encoding,
Distribution,
Protection,
Digital Ad
model
Virtual:
Media-AD
“married” in
distribution
Digital
Download
Systems
Offer FREE
media that is
legal, Sharing
behavior tools
Lower costs, control of
channel, curb piracy,
consumer direct
New Ad
Model, New
Channel
Switch to
profitable
model
Resolve
Piracy v. legal
New economics, new
licensing, 2 way
distribution
Change
Behavior,
Scale shift of
Ad $s
Own all
licensing for
new model
Own the
consumer
behavior
Page 81
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B2C Commercial P2P
Content/Media
P2P Applications
Open
Closed
Entertainment
Entertainment
Social
Social, Business, Government,
Technical
Kazaa, eDonkey,
Limewire,”Darknets”, etc.
Peerimpact, Rukkus, iMesh,
Mashboxx
BitTorrent, Gnutella,
Gnutella2, Fasttrack,
Overnet
BitTorrent, Gnutella,
Proprietary
Distribution
Communications
Methods/Protocols
(Point to Point, branch & Leaf,
Swarming)
Page 82
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Revenue Sources
•
Three Distribution Channels
1. Open P2P Networks
2. Closed P2P Networks
3. P2P – WEB Cross Selling
•
·
Indie Licensing & Resale
·
Major Label & Studio Resale
·
AD Supported, Pay-PerDownload/Pay-Per-View
•
Competitive
Advantage
Applications
·
•
CLOSED P2P
OPEN P2P
Media
P2P eCommerce: Travel, Tickets, etc.
Licensing: Distribution Technology
(Palladium™) & Closed P2P
Page 83
WEB
Cross Over
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Market Focus
2005-2007
2008-2010
2011-2015
Page 84
• Media Distribution & P2P
Applications: Ads,
Transactions, Licensing,
Subscriptions
• Full Embedded Ecommerce
• P2P Commerce Platform
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P2P Marketplace: Technology Map
Page 85
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Links to INTENT
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
http://www.intentmediaworks.com/Sponsorships/SurpemeCourt.htm
Supreme Court Links
http://www.intentmediaworks.com/Technology/INTENT%20MediaWorks%20Technical%20Whitepaper.pdf
INTENT Media Works WhitePaper
http://www.intentmediaworks.com/Technology/Palladiumshow_files/frame.htm
Palladium Explained
http://www.intentmediaworks.com/Distribution/P2P%20Explained2.swf
Distribution Explained
http://www.intentmediaworks.com/Technology/edonkey.htm
P2P explained
http://www.intentmediaworks.com/Distribution/edonkey.swf
IMW Search Optimzation explained
http://www.intentmediaworks.com/SuccessStories/casestudies/casestudymh.htm
Music Case Studies
http://www.intentmediaworks.com/SuccessStories/casestudies/casestudyiu.htm
Video Case Study
http://www.intentmediaworks.com/mysite/Videos/joanjett.html
AD Supported Example in SWF
http://www.intentmediaworks.com/mysite/Videos/paypal.html
Payfor example in SWF
Page 86
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Predicting Trends…
What, Why & How…come?
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Technology Business Rules
• Information Rules
·
·
·
·
·
·
·
Adoption Curves
· Syndication
Look Up & Discovery
· Web Services
Trust Brokering
·
WiFi,
Network Effects
·
Secure Distributed Media
Watch the Military: Sensor
overload
·
Behavioral Targeting
·
Broadband Applications
·
Media Rich Applications
·
Wikis
·
Wireless Broadband
·
Social Nets.
·
Swarming
·
P2P
·
Skype & VOIP
• Quadriviums
Page 88
Tech Trends
Disruptions
· Watch the Gaming World
·
·
·
·
•
Hardware
Software
Media/Information
Broadband Wireless & Wifi
Connectivity
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Don’t Sneak Off…no secrets…
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Page 91
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Page 96
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Technology Business Rules
•
Information Rules
·
·
·
·
·
·
·
•
Page 97
Tech Trends
Disruptions
·
Adoption Curves
· Syndication
Look Up & Discovery
Trust Brokering
Broadband Wireless & Wifi
· Web Services
·
WiFi,
Watch the Military: Sensor overload
·
Secure Distributed Media
Watch the Gaming World
·
Behavioral Targeting
·
Broadband Applications
·
Media Rich Applications
·
Wikis
Hardware
·
Wireless Broadband
Software
·
Social Nets.
Media/Information
·
Swarming
Connectivity
·
P2P
·
Skype & VOIP
Network Effects
Quadriviums
·
·
·
·
•
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Future Trends
Nameless
Page 98
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Suggested Readings & References
• www.dcia.info
• http://www.eff.org/
• http://openp2p.com/
• Provided to the School are a set of research papers and
presentations for download. The School will inform you of
where these are posted.
Page 99
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P2P
P2P eCommerce
Media Distribution
INTENT MediaWorks
October 7th, 2005
Carlson School of Management
MIS Research Seminar
Minneapolis, MN
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