封閉型網路結構的平台策略分析—以CDN產業之AKAMAI公司為例

Abstract

隨著網際網路的高速發展，用戶在使用網路時對網站的瀏覽速度和效果越加重視，以及串流媒體寬頻及Web 2.0應用的發展都讓網路服務體驗的需求越來越高。但由於內容的生產者和組織者越來越多源且分散，內容的多節點上傳讓原本擁擠的網路頻寬更顯得捉襟見肘；行動裝置端與網際網路的結合，P2P串流媒體、IPTV、電子商務、遠程教學、遠程會議等寬頻應用的普及，更加劇了整體網路網路的負荷。內容傳遞網路(Content Delivery Network,CDN)透過網際網路內容交付技術，重新分配了起始站(內容來源)到終端用戶(內容接收方)的資訊傳遞路徑，使其路線更短、負載更均衡，有效舒解串流媒體傳輸的高負載率對骨幹網路頻寬所產生的壓力，並同時提升視頻品質的有效手段。此外隨著行動裝置的不斷普及，上網設備在基礎網路設施建設難以盡善盡美的情況下，CDN服務商的重要性越來越明顯，其服務內容和範圍也不斷擴大。 在智慧終端快速發展、行動寬頻與無線技術成熟、儲存設備成本下降等關鍵因素下，國際大廠如Google、Microsoft、Amazon、IBM、Dell、HP、昇陽等紛紛大舉跨入雲端服務的領域，提供各種電子郵件、影音、地圖、社交等各類線上軟體服務。面對著雲端運算產業的蓬勃發展，CDN服務商如何透過以內容為中心的CDN (Content-centric CDN)、以存取為中心的CDN (Access-centric CDN)、以及內容同盟的CDN (Content Bridge and Content Alliance CDN)三種經營模式建構其網路架構競爭力？ 本研究從學生所任職服務的CDN的領導廠商Akamai，從質化研究的個案研究法，透過蒐集CDN產業相關研究報告、公司內部資訊等第一手及次級資料方式，從價值網模型分別探討CDN之競爭者、互補者、顧客及終端使用者之特性與需求，根據Akamai的內部關鍵成功因素（例如，負載均衡技術、動態內容分發與複製技術、緩存技術等，以及獨特的銷售管道），與外部關鍵成功因素（例如，數位媒體、行動網路與雲端加速服務）以網路理論分析Akamai之個案。 本研究結果顯示，針對IDC或是Gartner所認為的未來最重要之雲端計算、行動裝置、社群媒體以及巨量資料之四大市場，Akamai智慧平台(Intelligent Platform)透過1.Terra 雲端運算解決方案、2.Aqua網站解決方案、3. Sola媒體解決方案、4. Aura網絡解決方案、5.Kona安全解決方案，及Luna Control Center與客戶支援與服務所建構的分散式封閉網路架構，產品規劃有效符合企業價值之主張。 然而透過網路平台理論分析，CDN產業特性因不具網路外部性而僅能透過間接的網路效應提供互補性產品或服務給雙方或多方，藉由整體平台效率之提升來追求成本之最小化；同時，更可能面臨來自雲端與OTT業者之平台包絡威脅。對此，本研究提出對此，本研究提出三大網路平台策略因應： 1. 以技術強化導向的產業併購：善用客戶暫存的龐大資料，與PaaS、SaaS業者結盟或合作，提供巨量資料分析服務。 2. 與ISP業者互補性合作：透過託管式CDN與授權式CDN模式，透過彼此的分工與基礎設施的共用或分享，與全球各區域性ISP業者策略合作。 3. 以內容提供導向的異業合作：透過與OTT之顧客群及功能訴求的差異化，在更多異業網路內容服務做策略合作（如教育、商用、企業等市場）。

With the rapid development of Internet application from broadband streaming media and Web 2.0, the browsing speed and effectiveness of the site are increasingly important. However, due to the content producer and organizer are more scattered, multi-node distributed upload/download, network bandwidth has become more crowded stretched. Furthermore, mobile devices, P2P streaming media, IPTV , e-commerce, e-learning, tele-conferencing broadband applications, are overall exacerbated the heavy loading of network. Content Delivery Network (CDN) technology is to deliver content through the Internet, to reallocate the content source to the end user by shorter route, more balanced loading, higher loading rate of streaming media via backbone network bandwidth, and better video quality. With the growing popularity of mobile devices, the Internet-based network infrastructure is difficult to 100% perfect, CDN service providers are expanding theier scope of services in networking market. The rapid development of wisdom terminals, mobile broadband and wireless technology, the reducing storage equipment costs, many international companies such as Google, Microsoft, Amazon, IBM, Dell, HP, Oracle, etc. have aggressively entered the field of Cloud services, offers a variety of e-mail, video, maps, social and other types of online software services. Facing booming Cloud-Computing industry, how CDN service providers to construct its network architecture competitiveness by three kinds of business model : Content-centric CDN, Access-centric CDN, and Content Bridge and Content Alliance CDN? In this study, use case study of CDN services leader Akamai by the qualitative research method, collecting CDN industry related research reports ( internal company information and other first-hand and secondary data), using Value Net to explore characteristics and demands of CDN's competitors, complementors, customers and end users, according to Akamai's internal KSF (for example, loading balance, dynamic content distribution and replication, caching technology, as well as unique sales pipeline), and external KSF (for example, digital media, mobile network and cloud acceleration service) to the theoretical analysis of the case Akamai. The results showes that Akamai Intelligence Platform constructs a distributed closed network architecture, with 1.Terra Cloud Solutions, 2.Aqua Website Solutions, 3. Sola Media Solutions, 4. Aura Network Solutions, 5.Kona Security Solutions, Luna Control Center and customer support effectively meet their value of the proposition and the most four important trends IDC or Gartner analyzed : Cloud Computing, Mobile Devices, Social Media, and Big Data. However, the analysis through Netowrk and Platform theories, due to non-network externalities CDNs can only provide complementary products or services to enhance indirect network effects for two or more parties by overall efficiency of the platform to pursue minimum cost; the same time, CDNs are facing the threat of platform envelopment from cloud-computing and OTT services, we proposes three major network platform strategies in response to: (1) Technology-oriented acquisition : use of huge customer information, and industry alliance or cooperation of PaaS and Saas, providing Big Data analysis services. (2) Complementary cooperation with ISP: Use managed-CDN and licensed- CDN models, share common infrastructure and resource with the cooperation of regional ISPs. (3) Content-oriented cross-industry cooperation : Differentiate to OTT from functional demand of customer for more content services in cross-industry cooperation (such as education, commercial, enterprise and other markets).