Video Everywhere - Cisco · ―With its flexibility and scalability, the Cisco Digital Media system is helping us strengthen our brand, increase sales, make it more attractive for

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialGuido Jouret 1

Video Everywhere

Nicolas Degand – Systems Engineer Manager

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2

Challenge 1:

Customer ExperienceChallenge 2:

Productivity

How can we provide

superior customer

experiences?

How can we secure a

borderless and

productive organization?

Meanwhile being ―Green‖

+

Organization fundamental challenges


Superior Customer Experience is difficult

Source: James Allen, Bain & Company

…. companies where their

customers agree

Companies claiming to offer

superior Customer

Experience…

72% gap

0%

20%

40%

60%

80%

100%

―With its flexibility and scalability, the Cisco Digital Media system is helping us strengthen our brand, increase sales, make it more attractive for retailers to sell our products, and maintain customer confidence.‖

– Stein Onsrud, Technology Advisor, Norsk Tipping AS

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

1Kandola, Pearn ―The Psychology of Effective Business Communications in

Geographically Dispersed Teams”, Cisco Systems, September 2006

2Vision Group Research, FMRIB, University of Oxford, UK

Why Video


Creating new business models with Video

Creating competitive advantage

• Business process transformation

• Leverage scarce expertise

Expense reduction

• Travel savings

• Knowledge transfer costs

Environment

• Reduce carbon emissions


Demand is growing

Source: IDC 01.2008


VideoKey Technology Trends and Implications

From LD to HD Video

Explosion of Content

Originators & Producers

Comm’sIntegration

Universal Access Demand


Gopher, FTP

WWW

P2P

Video

Content

Video

Communication

1993-1995

1995-2000

2000-2013

2013-2025

2025+

37% CAGR 2006-2011

Source: Cisco Global IP Traffic Forecast, 2007

…Raising the Need

for the Media Ready

Network

Video is Becoming The Dominant Traffic


The Need For A Media Ready Network


Resolution ComparisonRelative sizes

CIF Resolution (352x240) vs. 1080i (1920x1080)

PDA size

D1 Resolution (720x480) vs. 1080i (1920x1080)

TV, YouTube, Low-end VoD

720p Resolution (1280x720) vs. 1080i (1920x1080)

HD Ready TV

1080i (1920x1080)

Full HD


n-display problem

Many formats

Delivering new experiences

Video is real-time, interactive, and bursty

Increased customer expectations

Video storage

Bandwidth

Optimization

Fragmented solutions

Hard to use

User is control-plane

Scaling Video is Still Challenging

Complexity Interactivity CapacityExperience


Video Ready Network Platform

Cisco Business Video Strategy

Cisco TelePresence

Life-like, in-person video collaboration

Unified Communications

Video calling, WebEx and interoperability

Desktop Video Streaming

Video broadcast to desktop PCs

Digital Signage

Networked video signage

Video Surveillance

IP-based video surveillance


MEDIA READY NETWORK

TRANSCODE

ENCRYPT

ADMISSION CONTROL

MONITOR

ENHANCEQOS

TRANSRATESTORE

MULTICAST

COMPRESS

Media-ready NetworkOpen, Scalable, Robust, Secured & Virtualized

ENDPOINT DETECTION

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14

From Silo’ed to Integrated Applications

INTEGRATION – MOBILITY – FLEXIBILITY


Best Experience

Rapid Global Deployment

In-Depth Network Expertise

Fundamental Business Change; Faster Product Introductions and Supply Chain Dealings

Better Productivity and Collaboration—Improved Quality of Life and Significant Cost Savings

Benefits Result

Consumer Packaged Goods—FasterTime to Market

26


Wal-Mart TV now has 125,000 screens transmitting content to 130 million customers per week

New channels for each department: Health and Beauty, Lifestyle, Fresh Food, Grocery, and Checkout Channel

Wal-Mart TV a successful advertising platform: Ad recall 57%, vs. industry average of 24% for TV ads viewed in home

140 advertisers paying between $137,000 and $292,000 for a 4 week ad placement

Benefits Delivered

Product sales 10% higher in IP-based pilots

Estimated ad revenue of $100 million per year

Smart Customers are Already Doing ItDigital Media for Shoppers Wal-Mart TV


Video Unified Contact Center for Remote Expertise

CVP

Video-enabled

Agents

Mobile

subscriber3G

Gateway

Video

Browser and

Streamer

SIP

RTP(video)

VXML/SIP

Kiosk

User

TelePresence

Kiosk User


Next-Generation Branch

MPLS

Telecom

IntegratingTelepresence for access to remote

expertise

Signage for advertising, staff training, executive communication

Video Surveillance for security AND business intelligence


Digital Media 120 Screens deployed 87,000 Videos Streamed per Month 800 new studio produced, 350 user

generated videos uploaded monthly

Telepresence 285 Systems installed globally 168,000 meetings $237M saved with combined productivity and

travel gains

Webex 65,000+ meetings monthly 250,000 attendees per month

Video Surveillance 4255 cameras across 586 sites in 87 countries Protecting over 18 Million square feet

Cisco on Cisco Video Solutions

Marketing

Services

Legal

Manufacturing

HR

R & D

IT

Finance

Sales


Video Solutionsfor

collaboration and superior

customer experience

Networked Applications

Applications Integration

creates new business

models and opportunities

Bringing It All Together

Media Ready Network


Make Video part of

your business DNA

Build a Media

Ready

Network

Architecture

Deploy video

solutions across

the business to

enhance it

Next StepsStart the Journey… Capture the Video Opportunity with Cisco



TelePresenceDigital Media ManagerPhysical Security

Cisco Business VideoAny Media, Anywhere, Any Device enabled by Media Ready Network as the platform


Cisco’s ―Media-Ready Network‖ StrategyBuilding the future of Enterprise flexibility

Proprietary

Silo’ed

Difficult to extend

Transforming fromSilo’ed Infrastructure

To IntegratedApplications

Open

Scalable

Secure

Robust

Branch

Campus

Branch

Campus


1980’s 1990’s - 2000 Today

IP SNA Ready Network

Voice Ready Network

Architecture for Voice,

Videoconferencing and Data

Media Ready Network

Any media, anywhere,

any time

Media Ready NetworkEvolution not Revolution


Where We Are Heading

Video will be the ubiquitous business and personal

interaction technology critical for collaboration and

personalised experiences (*)

Media Ready Network is

The Network as The Platform

for any Media

*IDC, Datamonitor, Cisco, MediaWeek, Customers


Digital Media Integrations

Location Aware Content leveraging RFID

Content Scheduling Phone Services

Outlook Integration

CTS500 Integration

Documents

Video Everywhere - Cisco · ―With its flexibility and scalability, the Cisco Digital Media system is helping us strengthen our brand, increase sales, make it more attractive for