Computers and Media: P2P and Business Models CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA
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1 Computers and Media: P2P and Business Models CSCI 1200 JAREK SZLICHTA CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 1
2 Agenda difference between client-server and peer-to-peer technology business models used on the Internet CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 2
3 Peer to Peer Technology THE INTERNET CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 3
4 Peer to Peer Most Internet services are based on the client-server model There is a server that contains the information, multiple clients connect to it to receive information The server is the central resource, stores all of the information CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 4
5 Server Model Server client client client client CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 5
6 Server Model This architecture encourages broadcast, the central server has all the content, sent to the clients on request Clients have no content, they only display the information sent by the server The server controls the interaction, the client plays a more passive role CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 6
7 Peer to Peer In the peer to peer model there is no central server, or it plays a minimal role, establishes the initial connection The clients are directly connected together and share information More of a two way flow of information, no centralized coordination, no special nodes in the system CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 7
8 Peer to Peer Model client client client client client CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 8
9 Peer to Peer Model More of a communication model One node doesn t have control over the content, no monopoly on content All the nodes contribute to the content, content can be distributed over multiple nodes Applications tend to concentrate on communications, tend to be real time and interactive CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 9
10 How is it Used? The most high profile use of peer to peer networks is file sharing, originated with Napster, but there are other applications: Resource sharing Communication Privacy and censorship CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 10
11 File Sharing History Napster allowed people to exchange MP3 files, share their music files with others Each user had a library of music files that they could share Problem was finding who had what file Napster used a model with a (central) server that maintained a list of who had which files, basically acted like a search engine CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 11
12 Napster Model To find a file, send a message to the server Server responds with list of people with the files Connect to one of these computers, directly transfer the file from that computer Napster server never stored any MP3 files, just served as a directory or search engine CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 12
13 Napster Legal Issues Napster system had two benefits: no storage of MP3 files meant they were not directly guilty of copyright infringement did not need all of the disk space to store all the files Napster still had major legal problems, but formed the model for future systems Legal case: provided the means that allowed people to pirate media so a partner in the crime CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 13
14 Early File Sharing Napster wasn t the first file sharing system, Usenet started in 1979, used for both messaging and file sharing Based on newsgroups, each group is a sequence of messages on similar topics Newsgroups forms a hierarchy, but rarely more than 3 or 4 levels Users could post either messages or files to a newsgroup CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 14
15 Newsgroups New newsgroups are formed by a democratic process Group is proposed and anyone with an account can vote on its creation If vote passed, newsgroup is created In the alt hierarchy anyone can create a new group, a form of organized anarchy CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 15
16 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 16
17 Usenet Usenet has no central server, no central storage Every system on Usenet exchanges messages with the systems it is directly connected to, messages spread over Usenet Message header ensures messages aren t sent back to systems that already have them CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 17
18 Torrents Torrents get around one of Napster s problems, the central file directory There is a distributed list of trackers which dynamically know who has what parts of files Each tracker maintains list of clients it knows about, this list can change dynamically CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 18
19 Torrents Popular for media downloads (50-70% of internet traffic) Used for legitimate purposes also Facebook and Twitter propagate data changes to servers using torrents Schulz, Hendrik; Klaus Mochalski (2009). "Internet Study 2008/2009". Leipzig, Germany: ipoque. Retrieved 3 Oct CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 19
20 Napster The music industry took Napster to court, thought this would stop illegal file sharing Was this successful? No One of the record companies ended up buying Napster Napster was a single point for all file sharing, easy to trace people who share The next generation had no single point, much harder to trace file sharing CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 20
21 Napster The person who shares a file amongst a small group of friends isn t a problem, it will probably help sales Track the number of times a file is shared, use it to measure popularity, use it in advertising Want to stop people who share large number of files with everyone, this is now much harder to trace, with Napster this was very easy CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 21
22 Napster Now the media industry has to go after individuals and hope they find one doing a lot of file sharing This has generated a lot of bad publicity, take a kid to court who has shared an MP3 with a couple of friends Question: Would it be better to work with Napster? CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 22
23 Resource Sharing Can share more than files, can also share computer time Most of the time home computers and office computers aren t used, they are idle, could be used for other purposes This is the basic idea behind the SETI@home program and similar projects CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 23
24 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 24
25 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 25
26 SETI Search for Extra Terrestrial Intelligence Based on recording signals from radio telescopes and then trying to find intelligence in them, some form of communications Requires very large amounts of computation, which was not available to the researchers in this project CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 26
27 Resource Sharing uses home computers to process the data Home computer requests a small part of the data, analyzes the data, and sends the results back to a central site, it then repeats the process Large network of home computers is more powerful than the largest computers, and its free CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 27
28 Resource Sharing Possible model for funding network services, or even pay for network access Provide a few hours of computing time in exchange for a service, for example music or video downloads Some large computations are commercially important, companies will pay for computing time CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 28
29 Communications Instant messaging and similar systems provide a form of peer to peer communications Skype uses this model Most of these systems are at least partially server based, but they support communications between two or more clients In real time they can be peer to peer CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 29
30 Communications Why do they need a server? Need to know how to contact other users, can roam between computers need to know who is online store messages for users who aren t currently online Except for last point, the server only plays a rather minor role CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 30
31 Communications Without message storage, server only needs to know who is connected and how they can be contacted This could be distributed in the same way as BitTorrent CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 31
32 Communications Most instant messaging systems are commercial: server based, can keep track of users, charging is possible proprietary protocols, can only talk to people on the same system, can t send messages between systems Support animation and a range of icons CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 32
33 Jabber: Standard Protocol for IM Jabber: Open source protocol for instant messaging Originally developed as a bridge between other instant messaging systems Jabber can support other media, such as sound and video CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 33
34 Business Models THE INTERNET CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 34
35 Business Models How do people make money on internet services? Does advertising make sense for the Internet? CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 35
36 Problems with Advertising Software to remove adverts, not sure that user ever sees them Developing a negative image, too much will chase users away Hard to measure number of viewers, standard charging mechanism for adverts How do local advertisers fit into the picture? CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 36
37 Business Models Click-through advertising Sponsorship Subscription Donations Retailing Sell Technology CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 37
38 Click Through An advertisement and link to another website, get paid each time a user follows the link works for popular sites E.g. Google AdWords CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 38
39 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 39
40 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 40
41 Google Adsense CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 41
42 Sponsorship Have a small number of large companies sponsor the web site, and have minimal advertising for the sponsors Rarely used This work best with non-business oriented websites, such as charities or public services CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 42
43 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 43
44 Subscription Each viewer pays a certain amount per year, same as magazines This has been used successfully by some newspaper websites and websites that provide important information Can divide website into free and paid parts, free part draws customers, hopefully a significant number will become paid subscribers CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 44
45 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 45
46 Donations Donations and annual appeals, has worked well for public broadcasting (traditional media) in North America Does not work well for commercial websites CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 46
47 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 47
48 Retailing Add a store to the website, sell specialized merchandise, website T- shirts Amazon and others can provide the technology for the retail part of the website CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 48
49 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 49
50 Sell Technology A final approach is to sell the technology used to develop the website In other words the website is an advertisement for the technology that you are developing This has been used successfully by some companies, particularly web design companies CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 50
51 CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 51
52 Summary Today we reviewed: Peer-to-peer and Business models of the internet CSCI 1200 COMPUTERS & MEDIA, JAREK SZLICHTA 52
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