Article About True Using Peerapp To Throttle P2p Traffic

[Ian_B]

This could explain a few things....

True -- Thailand's Largest Internet Service Provider Cuts Bandwidth Costs with New Peer-to-Peer Technology from PeerApp in Newton, MA, USA

"True, the dominant telecommunications company in Thailand, has reduced ISP & MSO Bandwidth costs with an advanced solution by PeerApp of Newton, MA, USA and its Bangkok Partner, Delphi Technologies. UltraBand 2000 ™ caches popular Peer-to-Peer (P2P) content at the Internet service provider’s (ISP) and Multiple System Operator’s (MSO) locations. This cuts bandwidth needed for P2P file transfer and sharply reduces True Internet's international traffic as well.

Newton, MA (PRWEB) May 13, 2006 -- True Internet, Thailand’s leading ISP, has adopted UltraBand 2000™, an advanced solution by PeerApp that cuts Peer-to-Peer bandwidth requirements for the nation’s dominant Internet Service Provider by 60%. The solution was installed by PeerApp’s Thailand based partner and system integrator Delphi Technology.

UltraBand 2000 ™ caches popular P2P content at the Internet service provider’s (ISP) and Multiple System Operator’s (MSO) location This reduces bandwidth needed for P2P file transfer and is especially valuable to True Internet since it sharply reduces its international traffic as well.

Delphi Technology specified UltraBand 2000™ because of its technological superiority to competing solutions. Says, Krisada Cheevamongkol, managing director of Delphi, “PeerApp’s UltraBand 2000™ is an ideal, easy-to-deploy P2P solution in Asia, where demand for US and international entertainment brands is extraordinarily high, while bandwidth capacity is limited and costly.”

Parent company, True Corporation now provides over 80% percent of the broadband, cable TV, fixed line and mobile communication services in Thailand’s rapidly expanding and convergent telecommunication market. ISP industry observers regard True as one of Southeast Asia’s technology leader. To manage growth, True needed a solution that would significantly reduce the cost of P2P bandwidth, manage the growth of P2P traffic and exceed subscribers’ expectations for quality of experience.

Headquartered in Newton, Massachusetts, PeerApp developed UltraBand 2000™ as a scalable, multi-gigabit, carrier-grade solution. Among the benefits True cited are that UltraBand 2000™ places P2P bandwidth capacity under its control, eliminating the vagaries of leasing additional bandwidth at market rates. UltraBand 2000™, markedly contains cost, works with all P2P protocols, and is transparent to subscribers during both their P2P & non-P2P experiences.

True Significantly Cuts the Cost of Bandwidth with UltraBand 2000. According to Viriya Upatising, PhD, True Internet’s Chief Technical Officer, “With PeerApp’s UltraBand 2000™, we reduced P2P bandwidth by more than 60%, resulting in over 40% cost saving for the company’s entire bandwidth expense. In addition, PeerApp offered the only solution that can be deployed rapidly without negatively affecting the network or subscribers’ experience. PeerApp’s solution also includes extraordinary redundancy for greater reliability without the complexity of other caching solutions.”

“In addition to controlling its bandwidth costs, True is now able to manage peak and seasonal P2P traffic, and prepare for future P2P traffic growth. The content acceleration feature of UltraBand 2000TM provides new revenue opportunity for ISPs. Return on investment is realized within a matter of months”, says Robert Mayer, CEO of PeerApp (www.peerapp.com).

UltraBand 2000™ caches P2P traffic on scalable Dell blade servers using EMC SAN storage technology. In addition to supporting all major P2P file-transfer protocols, the PeerApp solution manages millions of concurrent connections, while residing in a centralized location to expedite maintenance. UltraBand 2000TM supports ISP networks with up to 90% P2P traffic achieving over 80% hit ratio.

PeerApp’s market potential is particularly high in Asia, as well as South America and the Middle East, where undersea cable access is falling behind broadband subscriber growth. The huge customer base of ISPs in the US, such as Verizon, Comcast and AOL, plus traffic volume on US networks make PeerApp’s technology a viable solution in North America as well.

Pilot House, Cedar Fund and Evergreen Venture Partners have funded the development and marketing of PeerApp’s technology. “The growing popularity of digital media including iPod and other personal audio and video players combined with the adoption of P2P for fee based digital content distribution over the internet, puts PeerApp in a unique position to enable ISPs to move up the value chain from just being a bandwidth provider”, says Frank Childs partner at Pilot House Ventures Group.""

Taken from

http://www.emediawire.com/releases/2006/5/emw384405.htm