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e-interview with Varnish Software

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As it was the first face to face event after pandemic, at IBC 2022, each participant was very busy. I personally thank to Mr. Lars Larsson, the Chief Executive Officer of Varnish Software for the chat we had at IBC. I also want to thank to  Mr. Robert Brownlie, Account Executive at ​Bob Gold & Associates, who helped a lot during this e-interview. And finally I really appriciate for his time and explanary answers to the questions, Mr. Adrian Herrera, Chief Marketing Officer of Varnish Software

Below you will find the answers to my 4 questions. Varnish Software is the first company which I post the e-interviews. Hopefully will not be the only one. 

I thank again for their support to this blog...

Mr. Adrian Herrera, Chief Marketing Officer
Q1. Can you tell us a bit about Varnish Software and your insights on the Turkish market?

Over 20% of the world’s top websites use Varnish Software’s caching and CDN solutions, which help content providers of any size deliver lightning-fast, reliable, and high-quality web and streaming experiences for massive audiences around the world. 

Our solutions for the Turkish market, and around the world, combine open-source flexibility with enterprise robustness to speed up media streaming services, accelerate websites and APIs, and enable global businesses to build custom CDNs, unlocking unbeatable content delivery performance and resilience.  

Streaming is beginning to take off in the Turkish market, and we’ll only see more next-gen use cases like live sports, interactive video, 8k content, VR/AR worlds, cloud gaming and more grow in popularity. Right now, over 1,100 of Turkey’s top websites are using Varnish technology.

As the Turkish streaming market matures, consumers will expect more seamless and complex viewing experiences. We anticipate that in the next several years, there will be a greater need for CDN and edge caching solutions to process data-intensive content and ensure flawless delivery to end users in the region.

Q2. As you well know the digital terrestrial television (DTT) is done mainly with DVB-T series technologies in Europe (DVB-T & DVB-T2) Nowadays, there are some trails on 5G Broadcast. I know that you have a solution for 5G streaming called Varnish Edge Cloud. What do you think of 5G Broadcast and do you think that sending linear TV through 5G will open new possibilities also for 5G streaming?

Linear TV, including live events in some cases, is being increasingly broadcast over 5G, which is facilitating a modern age of video services that can reach a plethora of new, mobile devices as well as hard-to-reach areas and fixed and moving end-points – like cruise ships and other vehicles. This means, for instance, watching your favorite football (soccer) team could become more accessible and easier than ever. 

But broadcasting in 5G is not without challenges. To implement the technology, video providers and media companies must often tame unpredictable costs and legacy infrastructure, while facing immense pressure to still deliver a flawless viewing experience on all the devices that their customers own.

One way to address this challenge is through edge delivery. By processing and caching content closer to the end user, providers can not only reduce latency while increasing the scalability and strength of their network, but they can also deliver traffic at high-performance speeds with significantly fewer resources. This is where Varnish comes in.

Varnish Edge Cloud is a 5G-ready virtualized CDN and edge caching software solution. It can be deployed virtually anywhere and is scalable on demand to provide Quality of Experience at scale through ultra-low latency, high capacity, efficient resource utilization and reduced backhaul. It can essentially do more with less and deliver content at rapid speeds of 200Gbps from a single node and sub-millisecond response times.

To further bolster edge delivery, we’ve also joined with the EBU’s 5G-EMERGE Consortium. Working with Satcom partners on this project, we will develop an ecosystem of distributed edges to cache and manipulate content as close to the end user as possible – within, or close to, the last mile.

With 5G-EMERGE, we will help connect satellites directly to in-home networks via routers or 5G base stations, so service providers can deliver data-rich content and next-gen experiences anywhere in the world.

Q3. Varnish Software also has a wide range of resources on the web. I guess you are also helping engineers of your customers to have expertise on caching software & this technology. When you are building a system for a customer you are probably working with the IT team of your customer. I wonder, if this is not a secret, how does the expertise of the IT team of the customer affect the success of the project?

We typically find that the IT teams of our customers are excited to learn about Varnish and share the same goals as our team. Just a few of these priorities include extracting every bit of value from infrastructure, providing scalability to avoid downtime, monetizing current investments and enabling new use cases for content.

While it’s true some technology teams have varying skill levels, often, we find the main issue is that extraordinary demands are expected of IT, while teams must grapple with limited manpower and resources in relation to these demands. 

For instance, a common challenge organizations face is the need to handle unexpected traffic surges while working with limited budgets and legacy infrastructure. 

In such a situation, rip and replace is often not an option, and teams may need to rapidly implement a new CDN to continue to scale their operations while avoiding disruptions or extravagant costs. 

To help with this, our solutions are open-source and come with built-in user-friendly dashboards as well as a rapid onboarding processes to quickly rollout a new CDN that is highly efficient and scalable. To make transitions even easier, our content delivery solutions can be easily added to existing homegrown or commercial CDNs.

We also offer a variety of customizable and tiered service offerings to ensure clients only pay for the level of hands-on support or individual customizations that they need. 

Q4. What else do you want to add as this is the last question?

As hinted at earlier, video providers, broadcasters and media companies are facing enough data-rich content to “melt the Internet,” requiring new content delivery solutions to support new use cases and the latest video experiences. 

Concurrently, the increasing quality and quantity of new content along with growing consumer demand for environmentally aware brands has established an urgent need for more energy-efficient ways to stream content without sacrificing the viewing experience.

This is another area where Varnish can help. Through tools like edge caching, our solutions can reduce costs, improve performance and save power in the same breath. 

Additionally, we’re focusing on research to ensure the greatest power efficiency for every watt of energy used, as well as being a founding member of the Greening of Streaming organization, which brings industry players from around the globe to advance sustainability. 

We know many streaming services and technology providers share these same goals and are eager to partner with them in this mission. 

For more information about Varnish Software, please visit: https://www.varnish-software.com/ 


Adrian “AJ” Herrera is Chief Marketing Officer at Varnish Software. He brings 20+ years of experience helping to establish and grow innovative software, cloud, storage and services to the M&E and enterprise markets. His role as CMO for Varnish Software encompasses partner marketing, advertising, creative direction, branding, product marketing and communications with the objective of maintaining Varnish Software’s position as a leading provider of high-performance caching, content delivery and edge computing software. 
Prior to Varnish Software, Herrera headed marketing at Caringo, acquired by DataCore, establishing the company as a leader in the object storage space. He was on the founding team and headed marketing at Nirvanix, one of the first enterprise cloud storage services, where he helped to grow the company from pre-funding to having over 700 business customers ranging in size from start-ups to Fortune 10 organizations. 
He was also an early employee at Musicmatch, a digital audio software and streaming service acquired by Yahoo, where he held Business Development and Product Management roles. He holds an MBA specializing in Entrepreneurship from San Diego State University and a BS in Information Systems from Chapman University.

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