Assignment:
Case Study: Netflix
Read the scenario below. Then read the steps described to deal with the task assigned. Now read and analyze the "Streaming over Broadband: Why doesn't my Netflix Work?" Case study in your class Reader in the context of this scenario and task.
Scenario:
You are the VP of Network Engineering at Netflix. The CEO of Netflix, Reed Hastings, is planning to meet with his counterpart at Comcast at the Consumer Electronics Show in Las Vegas in early 2014 to discuss and agree a deal for Comcast to better support Netflix video streaming. Reed Hastings has asked you to provide a written report that he can use in his meeting with Comcast outlining the reasons for the congestion and customer frustration Netflix has experienced on the Comcast network, and proposing a solution for this problem that he can negotiate with Comcast.
1) Analysis:
Start by doing an analysis of the problem. You may use any resources available to you (library, worldwide web, fellow classmates, textbooks, discussions with instructor and/or TAs; discussions with experts in the field). This analysis is your working document recording the research you have done for the Report. It can include white board images or hand drawn diagrams (but please ensure that they are legible!) and is the basis for any research you did for this case study. Your Analysis should be attached to your Report as an appendix:
a. To understand the underlying congestion problem, draw a network diagram identifying the various parties involved in delivering a streaming video to an end customer from Netflix in 2014 in the US.
Show how each party (Netflix, Akamai, Comcast, Level3, customer, etc.) is connected. Briefly describe how a packet of video data travels from Netflix to the end customer, identifying the hardware elements (computers, servers, phones, routers, switches) that the packet will encounter as it travels.
b. Using your diagram identify and summarize in writing where the congestion is occurring, which parties are responsible for creating the congestion and why.
c. Now brainstorm to identify a set of 3 or more options for solving the congestion problem. Summarize each option in writing.
CSE 50 Winter 2020 CASE STUDY ASSIGNMENT
d. Identify the most preferred solution (likely to be a deal with Comcast!) and describe why that is the best approach relative to the other solution options that you identified.
In each of the above tasks always justify your answers by referring to the text or by referring to additional research that you have done (and always include references when you use external research).
2) Report for CEO, Reed Hastings:
Use your Analysis from Step 1 to write a formal Report for the CEO that he can use as the basis of his negotiation with Comcast. Your Report will be graded using the 6- element grading rubric presented in class. Your report must be entirely your own work and contain at least the following:
1. Background:
Identify and explain, in one or two sentences each, the functions of each of the various service provider entities (CDN, ISP, backbone provider, etc.) that a typical Netflix streaming video encounters from Netflix to the end customer. You can use the diagram that you created in your Analysis, step a) to illustrate this.
2. Problem Description:
In a paragraph (max. 150 words) describe why Netflix customers that use Comcast as their ISP were encountering congestion issues.
You may use diagrams to illustrate this.
3. Solution Options:
Summarize and justify, in 2 or 3 sentences each, the 3 most promising options that you think could be reasonably applied by Netflix to solve the Comcast congestion problem.
4. The Comcast Solution:
In one paragraph, (max. 150 words) describe why a deal with Comcast is the best option to solve the congestion problem. You may use diagrams to illustrate this.
5. The Comcast Deal:
In one paragraph (max. 150 words), summarize the actions that you recommend Comcast should take to solve the congestion problem. This will form the basis for Reed Hasting's deal negotiation.
6. Appendix:
Add your working document from your Analysis in Step 1.
7. References:
Include all references that you used in researching this Case Study
Readings:
Management Information Systems
By Kenneth C. Laudon and Jane P. Laudon