How OTT platforms provide seamless content β A Data Center Walkthrough
With the number of options and choices available, it almost seems like thereβs no end to what you can and canβt watch on these platforms. It shouldnβt be difficult for a company like Netflix to store such a huge library of shows and movies at HD quality. But the question remains as to how they provide this content to so many people, at the same time, at such a large scale?
The India CTV Report 2021 says around 70% users in the country spend up to four hours watching OTT content. As India is fast gearing up to be one of the largest consumers of OTT content, players like Netflix, PrimeVideo, Zee5 et al are competing to provide relevant and user-centric content using Machine Learning algorithms to suggest what content you may like to watch.
With the number of options and choices available, it almost seems like thereβs no end to what you can and canβt watch on these platforms. It shouldnβt be difficult for a company like Netflix to store such a huge library of shows and movies at HD quality. But the question remains as to how they provide this content to so many people, at the same time, at such a large scale?
Here, we attempt to provide an insight into the architecture that goes behind providing such a smooth experience of watching your favourite movie on your phone, tablet, laptop, etc.
Until not too long ago, buffering YouTube videos were a common household problem. Now, bingeing on Netflix shows has become a common household habit. With Data-heavy and media-rich content now being able to be streamed at fast speed speeds at high quality and around the world, forget about buffering, let alone downtime due to server crashes (Ask an IRCTC ticket booker). Letβs see how this has become possible:
Initially, to gain access to an online website, the data from the origin server (which may be in another country) needs to flow through the internet through an incredulously long path to reach your device interface where you can see the website and its content. Due to the extremely long distance and the origin server having to cater to several requests for its content, it would be near impossible to provide content streaming service for consumers around the world from a single server farm location. And server farms are not easy to maintain with the enormous power and cooling requirements for processing and storage of vast amounts of data.
This is where Data Centers around the world have helped OTT players like Netflix provide seamless content to users around the world. Data Centers are secure spaces with controlled environments to host servers that help to store and deliver content to users in and around that region. These media players rent that space on the server rather than going to other countries and building their own and running it, and counter the complexities involved in colocation services.
How Edge Data Centers act as a catalyst
Hosting multiple servers in Data Centers can sometimes be highly expensive and resource-consuming due to multiple server-setups across locations. Moreover, delivering HD quality film content requires a lot of processing and storage. A solution to tackle this problem areΒ Edge Data CentersΒ which are essentially smaller data centers (which could virtually also be a just a regional point of presence [POP] in a network hub maintained by network/internet service providers).
As long as there is a POP to enable smaller storage and compute requirements and interconnected to the data center, the edge data center helps to cache (copy) the content at its location which is closer to the end consumer than a normal Data Center. This results in lesser latency (or time taken to deliver data) and makes the streaming experience fast and effortless.
Role of Content Delivery Networks (CDN)Β
The edge data center therefore acts as a catalyst to content delivery networks to support streaming without buffering. Content Delivery Networks (CDNs) are specialized networks that support high bandwidth requirements for high-speed data-transfer and processing. Edge Data Centers are an important element of CDNs to ensure you can binge on your favorite OTT series at high speed and high quality.
Although many OTT players like Sony/ Zee opt for a captive Data Center approach due to security reasons, a better alternative would be to colocate (outsource) servers with a service provider and even opt for a cloud service that is agile and scalable for sudden storage and compute requirements. Another reason for colocating with Service providers is the interconnected Data Center network they bring with them. This makes it easier to reach other Edge locations and Data Centers and leverage on an existing network without incurring costs for building a dedicated network.
Demand for OTT services has seen a steady rise and the pandemic, in a way, acted as a catalyst in this drive.
However, OTT platform business models must be mindful of the pitfalls.
Target audience has to be top of the list to build a loyal user base. New content and better UX (User Experience) could keep subscribers, who usually opt out after the free trial, interested.
The infrastructure and development of integral elements of Edge Data Centers are certain to take centerstage to enable content flow more seamlessly in the future that would open the job market to more technical resources, engineers and other professionals.
Indiaβs First Commercial Data Center completes 21 years in Operation
Sifyβs facility at Vashi was the first of the 10 Company-owned Data Centers
Chennai, Sep 20, 2021βΒ Sify Technologies LimitedΒ (NASDAQ: SIFY), Indiaβs most comprehensive ICT solutions provider today announced that its Data Center at Vashi, the first commercial Data Center in India, completed 21 years of uninterrupted operations.
Sify Technologies expanded into the Data Center business in the year 2000. Sify has built and today operates 10 carrier-neutral Data Centers, currently offering more than 70 MW IT Power. Following the facility at Vashi, Sify followed up with larger capacities in Bangalore, Chennai, Airoli, Noida, Rabale, Hyderabad and Kolkata and aims to add 200 MW in the next 4 years. Through CloudCover, Sify also services a network of 49 Data Centers across India.
Delighted at this milestone achievement,Β Mr. Raju Vegesna, Chairman, Sify Technologies, said “Sify has pioneered and set high standards in the Data Centre space in India ever since the launch of countryβs first concurrently-maintainable data center at the Infotech Park in Vashi, Mumbai in September 2000. Sify was the first to foresee the scope for Data Center as a business vertical in India and hence aggressively invested in the key markets. Today, the combined strength of our Data Centers and Network connectivity puts us in an unbeatable position to drive digital transformation across the nation.”
Mr. Kamal Nath, CEO, Sify Technologies, saidΒ “This 21stΒ anniversary of our Vashi Data Center is testimony to Sifyβs legacy in the Data Center business in India. Our data center footprint across the country powers our cloud@core philosophy and drives the Integrated Data Center solutions that we offer to our clients to help them meet their digital transformation goals.”
Key advantages/ features of Sify Data Centers
- Strong connectivity with cloud cover and cost saving with cross connects
- Leading industry SLAs supporting colocation agreements
- Carrier neutral services
- Earthquake resistant structure
- Proven capability to meet 99.982% uptime
- Connectivity from major telecom carriers
- On demand cloud and Managed hosting services
About Sify Technologies
A Fortune India 500 company, Sify Technologies is Indiaβs most comprehensive ICT service & solution provider. With Cloud at the core of our solutions portfolio, Sify is focused on the changing ICT requirements of the emerging Digital economy and the resultant demands from large, mid and small-sized businesses.
Sifyβs infrastructure comprising state-of-the-art Data Centers, the largest MPLS network, partnership with global technology majors and deep expertise in business transformation solutions modelled on the cloud, make it the first choice of start-ups, SMEs and even large Enterprises on the verge of a revamp.
More than 10000 businesses across multiple verticals have taken advantage of our unassailable trinity of Data Centers, Networks and Security services and conduct their business seamlessly from more than 1600 cities in India. Internationally, Sify has presence across North America, the United Kingdom and Singapore.
Sify,Β www.sify.com, Sify Technologies andΒ www.sifytechnologies.comΒ are registered trademarks of Sify Technologies Limited.
Forward Looking Statements
This press release contains forward-looking statements within the meaning of SectionΒ 27A of the Securities Act of 1933, as amended, and SectionΒ 21E of the Securities Exchange Act of 1934, as amended.Β The forward-looking statements contained herein are subject to risks and uncertainties that could cause actual results to differ materially from those reflected in the forward-looking statements. Sify undertakes no duty to update any forward-looking statements.
For a discussion of the risks associated with Sifyβs business, please see the discussion under the caption βRisk Factorsβ in the companyβs Annual Report on Form 20-F for the year ended March 31, 2021, which has been filed with the United States Securities and Exchange Commission and is available by accessing the database maintained by the SEC atΒ www.sec.gov, and Sifyβs other reports filed with the SEC.
For information, please contact:
Sify Technologies Limited
Mr. Praveen Krishna
Investor Relations & Public Relations
+91 44 22540777 (ext.2055)
From Legacy to the Modern-day Data Center Cooling Systems
Modern-day Data Centers provide massive computational capabilities while having a smaller footprint. This poses a significant challenge for keeping the Data Center cool, since more transistors in computer chips, means more heat dissipation, which requires greater cooling. Thereby, it has come to a point where traditional cooling systems are no longer adequate for modern Data Center cooling.
Legacy Cooling:Β Most Data Centers still use legacy cooling systems. They use raised floors to deliver cold air to Data Center servers, and this comes from Computer Room Air Conditioner (CRAC) units. These Data Centers use perforated tiles to allow cold air to leave from the plenum to enter the main area near the servers. Once this air passes through the server units, heated air is then returned to the CRAC unit for cooling. CRAC units have humidifiers to produce steam for running fans for cooling. Hence, they also ensure the required humidity conditions.
However, as room dimensions increased in modern Data Centers, legacy cooling systems become inadequate. These Data Centers need additional cooling systems besides the CRAC unit. Here is a list of techniques and methods used for modern Data Center cooling.
Server Cooling:Β Heat generated by the servers are absorbed and drawn away using a combination of fans, heat sinks, pipes within ITE (Information Technology Equipment) units.1 Sometimes, a server immersion cooling system may also be used for enhanced heat transfer.
Space Cooling:Β The overall heat generated within a Data Center is also transferred to air and then into a liquid form using the CRAC unit.
Heat Rejection:Β Heat rejection is an integral part of the overall cooling process. The heat taken from the server is displaced using CRAC units, CRAH (Computer Room Air Handler) units, split systems, airside economization, direct evaporative cooling and indirect evaporative cooling systems. An economizing cooling system turns off the refrigerant cycle drawing air from outside into the Data Center so that the inside air can get mixed with the outside air to create a balance. Evaporated water is used by these systems to supplement this process by absorbing energy into chilled water and then lowering the bulb temperature to match the temperature of the air.
Containments:Β Hot and cold aisle containment use air handlers to contain cool or hot air and let the remaining air out. A hot containment would contain hot exhaust air and let cooler air out while cold containment would do vice versa.3 Many new Data Centers use hot aisle containment which is considered as a more flexible cooling solution as it can meet the demands of increased density of systems.
Closed-Couple cooling:Β Closed-Couple Cooling or CCC includes above-rack, in-rack or rear-door heat exchanger systems. It involves bringing the cooling system closer to the server racks itself for enhanced heat-exchange.2 This technology is very effective as well as flexible with long-term provisions but requires significant investments.
Conclusion
Companies can choose a cooling system based on the cooling needs, infrastructure density, uptime needs, space factors, and cost factors. The choice of the right cooling system becomes critical when the Data Center needs to have high uptime and avoid any downtime due to energy issues.
Sify offers state of the art Data Centers to ensure the highest levels of availability, security, and connectivity for your IT infra. Our Data Centers are strategically located in different seismic zones across India, with highly redundant power and cooling systems that meet and even exceed the industryβs highest standards.
How Data Center works (and how theyβre changing)
A Data Center is usually a physical location in which enterprises store their data as well as other applications crucial to the functioning of their organization. Most often these Data Centers store a majority of the IT equipment β this includes routers, servers, networking switches, storage subsystems, firewalls, and any extraneous equipment which is employed. A Data Center typically also includes appropriate infrastructure which facilitates storage of this order; this often includes electrical switching, backup generators, ventilation and other cooling systems, uninterruptible power supplies, and more. This obviously translates into a physical space in which these provisions can be stored and which is also sufficiently secure.
But while Data Centers are often thought of as occupying only one physical location, in reality they can also be dispersed over several physical locations or be based on a cloud hosting service, in which case their physical location becomes all but negligible. Data Centers too, much like any technology, are going through constant innovation and development. As a result of this, there is no one rigid definition of what a Data Center is, no all-encompassing way to imagine what they are in theory and what they should look like on the ground.
A lot of businesses these days operate from multiple locations at the same time or have remote operations set up. To meet the needs of these businesses, their Data Centers will have to grow and learn with them β the reliance is not so much on physical locations anymore as it is on remotely accessible servers and cloud-based networks. Because the businesses themselves are distributed and ever-changing, the need of the hour is for Data Centers to be the same: scalable as well as open to movement.
And so, new key technologies are being developed to make sure that Data Centers can cater to the requirements of a digital enterprise. These technologies include β
- Public Clouds
- Hyper converged infrastructure
- GPU Computing
- Micro segmentation
- Non-volatile memory express
Public Clouds
Businesses have always had the option of building a Data Center of their own, to do which they could either use a managed service partner or a hosting vendor. While this shifted the ownership as well as the economic burden of running a Data Center entirely, it couldnβt have as much of a drastic effect to due to the time it took to manage these processes. With the rise ofΒ cloud-based Data Centers, businesses now have the option of having a virtual Data Center in the cloud without the waiting time or the inconvenience of having to physically reach a location.
Hyper converged infrastructure
What hyper converged infrastructure (HCI) does is simple: it takes out the effort involved in deploying appliances. Impressively, it does so without disrupting the already ongoing processes, beginning from the level of the servers, all the way to IT operations. This appliance provided by HCI is easy to deploy and is based on commodity hardware which can scale simply by adding more nodes. While early uses that HCI found revolved around desktop virtualization, recently it has grown to being helpful in other business applications involving databases as well as unified communications.
GPU Computing
While most computing has so far been done using Central Processing Units (CPUs), the expansive fields of machine learning and IoT have placed a new responsibility on Graphics Processing Units (GPUs). GPUs were originally used only to play graphics-intensive games, but are now being used for other purposes as well. They operate fundamentally differently from CPUs as they can process several different threads in tandem, and this makes them ideal for a new generation of Data Centers.
Micro segmentation
Micro segmentation is a method through which secure zones are created in a Data Center, curtailing any problems which may arise through any intrusive traffic which bypasses firewalls or. It is done primarily through and in software, so it doesnβt take long to implement. This happens because all the resources in one place can be isolated from each other in such a way that if a breach does happen, the damage is immediately mitigated. Micro segmentation is typically done in software, making it very agile.
Non-volatile memory express
The breakneck speed at which everything is getting digitized these days is a definitive indication that data needs to move faster as well! While older storage protocols like Advanced Technology Attachment (ATA) and the small computer system interface (SCSI) have been been impacting technology since time immemorial, a new technology called Non-volatile memory express (NVMe) is threatening their presence. As a storage protocol, NVMe can accelerate the rate at which information is transferred between solid state drives and any corresponding systems. In doing so, they greatly improve data transfer rates.
The future is here!
It is no secret that Data Centers are an essential part of the success of all businesses, regardless of their size or their industry. And this is only going to play a more and more important factor as time progresses. A radical technological shift is currently underway: it is bound to change the way a Data Center is conceptualized as well as actualized. What remains to be seen is which of these technologies will take center stage in the years to come.
Reliable and affordable connectivity to leverage your Data Center and Cloud investments
To know more about Sifyβs Hyper Cloud Connected Data Centers β a Cloud Cover connects 45 Data Centers, 6 belonging to Sify and 39 other Data Centers, on a high-speed networkβ¦
Ensure Lower Opex with Data Center Monitoring
Data Centers are the backbone of todayβs IT world. Growing business, demand that the Data Centers operate at maximum efficiency. However, building Data Centers, maintaining and running them involves a lot of operational expenses for the company. It is important for companies to look for options that can help them lower Opex for their Data Centers. Proper capacity Planning, advanced monitoring techniques, and predictive analysis can help companies to achieve these goals and help improve business growth. Real-time monitoring helps Data Center operators to improve agility and efficiency of their Data Centers and achieve high performance at a lower cost.
Todayβs digital world requires constant connectivity, which in turn requires all time availability. But there could be several things that could cause outages β like overloaded circuit chip, air conditioner unit malfunction, overheating of unmonitored servers, failure of UPS (uninterrupted power supply) and power surge. So how do we ensure availability? Implementing DCIM (Data Center Infrastructure Management) technologies can help you improve reliability. DCIM systems monitor power and environmental conditions within the Data Center. It helps in building and maintaining databases, facilitate capacity planning and assist with change management. Real-time monitoring helps improve availability and lower Opex.
Servers and electronic devices installed in Data Centers generate a lot of heat. Overheated devices are more likely to fail. Hence, Data Centers are usually kept at temperatures similar to refrigerators. Thus most of the power in a Data Center is consumed for cooling purpose. There are various techniques and technologies that Data Center operators can implement to save energy. Recent strategies like free cooling and chiller-free Data Centers, expand the allowable temperature and humidity ranges for Data Center device operations. Implementing these strategies help save energy costs. A telecommunication giant Century Link had an electricity bill of over $80 million in 2011 which made them think of a solution to lower this cost. CenturyLink implemented a monitoring program. With this monitoring program, their engineers were able to safely raise the supply air temperatures without compromising availability and with this solution CenturyLink was able to save $2.9 million annually.
As per ASHRAE (American Society of Heating, Refrigeration and Air Conditioning Engineers) new guidelines, the strategies like free cooling and chiller-free Data Centers can offer substantial savings and one might expect Data Center operators would make use of these seemingly straight forward adjustments. However, as per a survey, many Data Center operators are not yet following these techniques and average server supply air temperature for the Data Center is far cooler than ASHRAE recommendations.
Most of the Data Centers are provisioned for peak loads that may occur only a few times in a year. Server utilization in most of the Data Centers is only 12-18% or may peak at 20%. However, these servers are plugged in 24x7x365. In summary, though the servers are idle they are drawing the same amount of power that other operational servers are drawing. Power distribution and backup equipment implemented in Data Centers also cause substantial energy waste. Similar to cooling strategies, most of the owners employ alternate strategies to improve power efficiency. However, most of them are on the computer side. Increasing density of the IT load per rack, with the help of server consolidation and virtualization, can offer substantial savings, not only in equipment but also in electricity and space. This is an important consideration when a Data Center is located in constrained energy supply or electricity situation in the context of high real estate prices, as in most of the urban areas.
Increasing density leads to concentrated thermal output and needs modified power requirements. The effective way to maintain continuous availability in high-density deployments is real-time monitoring and granular control of the physical infrastructure. Power proportional computing or matching power supply to compute demand is the recent innovation that few of the operators are using to improve energy efficiency. Few operators use dynamic provisioning technologies or power capping features already installed on their servers. However, raising inlet air temperatures causes the risk of equipment failure. Without an in-depth understanding of the relationship between compute demand and power dynamics, implementing power capping increases the risk of the required processing capacity not being available when required. Without real-time monitoring and management, there is a high risk of equipment failure in a Data Center.
Real-time monitoring helps businesses get critical information to manage possible risks in the Data Center. Monitoring helps improve efficiency and decrease costs, enabling businesses to have availability and saving. They can lower Opex and still maintain high availability.
With the help of Real-time monitoring, a small issue can be spotted, before it becomes a large problem. In a smart Data Center, several thousands of sensors across the facility collect the information regarding air pressure, humidity, temperature, power usage, utilization, fan speed and much more β all in real time. All this information is then aggregated, normalized and reported in a specified format to operators. This allows operators to understand and adjust controls in response to the conditions β to avoid failures and maintain availability.
Monitoring has lot many benefits. Monitoring data can be used by cloud and hosting providers to document their compliance with the service level agreements. Monitoring data allows operators to automate and optimize control of physical infrastructure. Real-time monitoring gives visibility at a macro and micro level, for businesses to improve client confidence, increase Data Center availability, energy efficiency, productivity and at the same time reduce their operational expenditures by optimizing Data Centers with the help of monitoring data.
Advantages of Integrating Cloud with traditional Data Centers
A growing number of organizations are adopting cloud computing to meet the challenges of deploying their IT services as fast as they can and addressing their dynamic work load environment there by maximising their ROIs (Return on Investments).
Across the globe companies have started to view hybrid cloud as a transformative operating model β a real game changer that presents the wealth of opportunities to businesses. The two mantras which helps you to follow while adopting this technique is Enhanced agility and Overall cost savings.
Cloud computing helpβs the users to access the IT resources faster than the traditional Data Centers. It also provides improved manageability requires less maintenance. This technological service also helps the users to access the resources they need for a specific task. This not only prevents you from incurring cost for computing resources which are not in use, but, improves the operational efficiencies by reducing cost and time.
By adopting Cloud computing, businesses can rapidly integrate and deliver services across the other adopted cloud environments and thereby improving business agility so also lowering the costs. Once businesses recognize this they need to choose the cloud computing option that best fit their business requirements.
Like public cloud model, private cloud models also offer seamless access to applications and data with minimal IT support. But in private cloud the service will be offered only to a particular organization. Two common types of clouds are Integrated stack and Custom cloud. The key benefit of integrated stack is pre testing and interoperability to reduce operational risks and faster deployment time as the stack is most often delivered as a single bill of material. And the importance of custom cloud is, a modular plug & play approach that allows organizations to build cloud infrastructures in smaller increments, adding capacity when needed.
Hybrid model is a combination of public and private cloud models. Now a dayβs every organization started looking and adopting it due to its cost benefit. Getting into a hybrid model and the key to success is, understanding how to get started on your hybrid cloud. First of all you need to know the integration method. The dominant strategy in creating a hybrid cloud that ties traditional Data Centers with public cloud services involves the use of a front end application. Most companies have created web based front end applications that give customers access to order entry and account management functions, for example, many companies also used front end application technologies from different vendors to assemble the elements of applications into a single custom display for end users. You can use either of these front end methods to create a hybrid cloud.
The front end application based hybrid models, the applications located in the cloud and the Data Center run normally; integration occurs at the front end. There are no new or complicated processes for integrating data or sharing resources between public and private clouds.
A business can choose from a vast array of potential organizational structures. Lateral organizations, top down organizations and other type of organizational structures can all be combined into a hybrid structure. This allows a company more flexibility in distributing work and assigning job rolls. It can also be beneficial in small businesses where there are fewer employees to manage daily operations.
Hybrid structure also helps the organization to choose Shared Mission where it creates a shared mission and allows itβs employees to work on a different projects and in different sectors. This structure creates a unified team of individuals with a common goal and different experience and interest levels. Each employee is able to perform work in the areas he/she best suited to, moving from project to project and reporting to different individuals as and when it is required.
Another example of hybrid structure is Market Disruption, through which when an organization adopts itself into a market and overcomes traditional barriers of the market such as advertising budgets that could cripple financially smaller organizations. Here considering the B2B perspective, this structure can ride the wave of market disruption to a peak of creating a massive media blitz that fuels product development and demand.
The next benefit to the hybrid organizational structure is the Massive Scale that can be reached by its use. Instead of having a top heavy, traditional structure of management and employees, a hybrid organization uses a spider web based structure involving groups of individuals, sometimes in different geographic areas, working together to accomplish shared goals. This also removes the problem of distribution pipelines slowing down access to the finished product.
Ease of maintenance is another attractive characteristic. It is because cloud computing architecture requires less hardware than distributed deployments. Fewer dedicated IT staff members are necessary to maintain the integrity of the cloudβs infrastructure particularly during peak hours.
Cloud computing also supports the real time allocation of computer power for application based on actual usage. This allows cloud operators to meet the demand of peak load hours accurately without over provisioning, increasing the clouds efficiency while freeing up additional capacity for on demand deployment. From an IT perspective, support for rapid provisioning and deployment is another attractive characteristics that appeal to growing enterprises.
Cost reductions, easier implementation & maintenance, and a better flexibility are the significant benefits of cloud deployment.
Operating costs are controlled by a good design and implementation of the same. Over the long term it is very critical to optimize both capital and operating expenses. Every industry has its own leaders, with a unique jargon and cultural conventions that B2B marketers must take into accounts.
