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For much of the last few years, content delivery networks (CDNs) have been a good business to be in with healthy margins. But now there is evidence from reduced earnings growth from the top players and significantly falling prices that basic CDN services are becoming commoditized, which is bad for smaller CDN players. These companies must innovate or diversify in order to succeed, because the market for CDN services is about to see a shakeout.
One of the most striking features of the CDN market in the recent past is the increasing number of telecom network operators that offer CDN services, through construction of their own infrastructure (or in some cases, the acquisition of CDNs) or by reselling services from a specialist. Some CDNs say to expect further service launches from major (European and Asian) operators in the near future.
As the Internet has evolved, so has the value proposition of CDNs. Initially required to reduce latency of Website with static content, they have recently become a way to deliver large video files (including TV programs and movies), games, and more dynamic content to end users quickly and at higher quality of experience for the consumer. Their architectures have evolved to keep pace – in fact the rise of video is what prompted the emergence of a new wave of CDNs claiming architectures and infrastructure optimized for rapid, high-quality delivery of streamed video content and downloads of large objects.
CDN services are all about distributing monetized content – so performance and features are likely to remain as key differentiators between providers, along with network reach and scale appropriate to customers' needs. Experienced CDNs know that they have to keep abreast of the evolution of those needs – as content and customers' businesses change – if they want to be able to survive in what is becoming an increasingly competitive market.
Shrinking Margins Bring Big Changes to the CDN Market analyzes the impact of emerging business trends on the CDN sector, focusing on the entrance of established telcos into the content delivery market. It identifies and evaluates how CDN operators are changing their infrastructure and business models in response to shifting usage and demand patterns, how they are trying to differentiate their offers, and their efforts to capture more value from their customers by developing value-added services appropriate to their target markets. The report profiles 11 of the leading players in the CDN market, focusing on those with the greatest scale, reach, and innovative business models.
- In addition to scale and reach, the way resources are deployed (for instance, the balance between bandwidth and server infrastructure) and the load balancing and routing protocols used to manage the network for rapid, high-quality delivery of different types of content are fundamental to the CDN proposition. The following excerpt illustrates how different types of content delivery players reach across the core network from the content originator to the content consumer.
Suppliers profiled in this report include: Akamai Technologies Inc. (Nasdaq: AKAM); AT&T Inc. (NYSE: T); BitGravity LLC; CDNetworks Co. Ltd.; Deutsche Telekom International Carrier Sales & Solutions (ICSS), the international wholesale arm of Deutsche Telekom AG (NYSE: DT); EdgeCast Networks Inc.; Internap Network Services Corp. (Nasdaq: INAP); Level 3 Communications LLC (Nasdaq: LVLT); Limelight Networks Inc. (Nasdaq: LLNW); Tata Communications Ltd. (NYSE: TCL); and Velocix Ltd., now owned by Alcatel-Lucent (NYSE: ALU).
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