VIDEO STREAMING BUSINESS CASE

CWU VIDEO ON-DEMAND

SUBMITTED FOR CONSIDERATION: FEBRUARY 2013

TABLE OF CONTENTS

EXECUTIVE SUMMARY.......................................................................................................................................2

1. Problem Definition...............................................................................................................................2

2. Addressing Problem with CWU existing tools and products (i.e. PeopleSoft)......................................4

3. Organizational Impact..........................................................................................................................5

4. Technology Migration..........................................................................................................................6

5. Benefits................................................................................................................................................6

6. Strategic Alignment..............................................................................................................................6

7. Cost......................................................................................................................................................7

8. Product Life/Application Sunsetting or Decommissioning....................................................................8

9. Alternatives..........................................................................................................................................8

10. References...........................................................................................................................................8

11. Recommendation................................................................................................................................9

12. Timing / Schedule................................................................................................................................9

13. Approvals.............................................................................................................................................9

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EXECUTIVE SUMMARY

The Information Technology Services (ITS) Department, along with numerous Stakeholders across the University including the Library, Public Affairs, the Communications Department, Multi-Modal Learning, and others have recognized the need for a robust and high-performance On-Demand Video Streaming service for video content to be delivered both on-campus and off-campus. After establishing the scope of the service, and developing requirements and standards to be adopted, the group reviewed several potential options for providing this service including solutions hosted on-premise, and cloud-based solutions. The cloud-based solution provided by MediaAmp (developed and provided by the University of Washington) has been identified as the most appropriate and cost effective solution for CWU.

This Business Case Proposal outlines the current challenges being faced by the University (both administratively and academically) with regards to the management, storage and distribution of quality video content, and the benefits which will result from a modern and most importantly a “single” solution for the entire University. Initially, several stakeholders were considering separate silo solutions, but via a collaborative effort, a single/standard solution for CWU has been identified. After review of several options for meeting this need, MediaAmp is being recommended for approval because it provides a turnkey, hybrid cloud-based solution that meets the needs of CWU stakeholders, controls initial and recurring costs, minimizes any requirements for additional staff at CWU to support the environment, substantially limits risk, and can be implemented quickly and efficiently (and in a phased approach).

Sponsoring Department(s): After establishing the requirements and a standardized design, stakeholders feel that nearly every department on campus will benefit from this Video Streaming Solution. Current stakeholders who have identified an interest and provided input to this review include, but are not limited to:

The Brooks Library CWU Music Department Communications Department Student Clubs & Organizations Information Technology Services Public Affairs Department of Aviation Military Science (ROTC) American Sign Language

Date of Business Case Preparation & Submission: January/February 2012

Contact Person Name/Phone: Since this is a campus-wide benefit, and the proposal is to centrally manage MediaAmp within the ITS Department, the primary contact person is:

Mr. Noah Rodriguez, Director of Networks & OperationsOffice Phone: 509-963-2934

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Email Address: RodriguezN@cwu.edu

1. Problem Definition

The University currently does not have an enterprise level, on-demand digital media management system. Digital Media systems are utilized for the collection, storage, access control, management and distribution of any digital media (audio, video, image, etc.). Organizations today are faced with a growing need to find cost effective solutions to the challenges surrounding these needs, for an ever-increasing library of digital assets. Many solutions are very narrow in scope; resolving the requirements at an individual, department or niche level. These niche solutions frequently rely on skilled administration (both technical and functional), specialized hardware and proprietary software which ultimately drives up costs and creates confusion rather than clarity for users. Maintenance of these systems is usually costly and inefficient.

CWU is no exception. Examples of clear deficiencies with digital media distribution at CWU include:

Distribution of instructional digital media located within the Brooks Library (and other locations) is often manual, time consuming and inefficient. Often leading to instructors choosing to not utilize rich content in their courses.

Storage and distribution of student developed digital media in Music, Communications and other Academic Departments is limited if not “non-existent” in many situations. Student developed content requires a robust solution for storage and peer/instructor review, and making it available for viewing outside of the limited classroom environment.

University developed digital media (photo, video, etc.) by the Public Affairs Department, requires an on-demand, intuitive and cost-effective solution to distribute content both on-campus and off-campus to CWU stakeholders. Currently much of CWU’s award winning content is only available on PEG Channels or other means with very limited distribution.

Multi-Modal Learning and Distance Education (DE) require a simple to use system for “Course Capture” for storing, managing, indexing and distribution of digital media content for Online and other instructional modalities to enhance the pedagogy of instruction across the University.

There is no current standard or enterprise model employed at CWU that allows users to manage their own digital media, store it in a common enterprise /controlled and secure environment, and be able to self-establish the availability and distribution of the content. Some departments may currently utilize a simple niche solution, but most digital content is stored on non-digital media optimized servers.

Needs and Solution: Working collaboratively across all currently identified stakeholders, the ITS Department identified the current problems and limitations with the current ad hoc solutions, developed a common set of requirements that met the needs of all stakeholders, and developed the following Digital Media enterprise level architecture (see diagram on next page). This diagram was shared with all potential solution providers and was used as the basis for their proposals and cost estimates to CWU.

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2. Addressing Problem with CWU existing tools and products (i.e. Helix, Media Streaming video sever)

As the previous section stated, there is currently no common, single, enterprise solution available at CWU for Digital Media management, storage and distribution. The MediaAmp solution that is being requested via this Business Case proposal addresses the requirements and problems with existing tools, as outlined in the above diagram:

The solution is “content/media source” agnostic. Digital media content creators at CWU require the ability to develop their content using different tools and services that are specific to the requirements of their departments and programs. As the dark blue icons at the far left of the diagram illustrate, content and media source is not limited by the proposed solution. This is a key factor in the selection of the MediaAmp solution.

The proposed solution does not prohibit the creativity, raw storage, manipulation or editing of digital media content by any stakeholder group; and is not limited to any manipulation or editing software.

The proposed solution encourages and promotes additional stakeholders and digital media providers and users to utilize the system, as is illustrated by the yellow icons near the left of the diagram. The solution is fully scalable to meet the needs of current customers, the future needs of these customers, and the needs of additional customers which may choose to utilize this service.

The proposed solution provides for the viewing of digital content on any device or through any application. Viewing of content is not limited, as is currently the situation with the viewing of Flash content on iDevices. This is illustrated by the dark green icons to the far right of the diagram.

The proposed solution provides for the security of digital media, based on requirements unique to individual stakeholders and content. For example, copyrighted material will be easily limited in viewing to viewers who are authorized

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by licensing agreements; while public content will be available globally. This is illustrated by the light blue icons across the top of the diagram.

The Office of Multimodal Learning, the ITS Department and Brooks Library all see the MediaAmp solution as a crucial element in remaining technologically competitive with our peer institutions. MediaAmp has the potential to heighten the CWU brand, providing the opportunity for increased student recruitment, and providing employers of our CWU graduates with a more “tech-savvy” work force.

3. Organizational Impact

Since the MediaAmp solution is cloud based, and designed to support a Higher Education environment, minimal organization impact to CWU is anticipated. If adopted, and to provide for central funding and integration/liaison with the MediaAmp staff, coordination and annual funding for this service will be handled by the Networks & Operations Group/Media Services within the ITS Department. MediaAmp does all the installation; it’s a Hybrid Cloud solution that is running on their Hardware, and a few pieces of hardware they install on our network. (not much from our team is needed) It’s more or less a turnkey solution.

Potential Partners /Primary Users The entire campus will benefit, and the entire campus should be considered potential partners. Key partners that have contributed to date, including the requirements, architecture design and vendor reviews, are identified in the table below.

RFP Requirements Contributors – No formal RFP is required because the selected

solution is based on a product and service that has been developed and distributed by the University of Washington, and is being endorsed by the Washington Higher Education Technology Consortium (WHETC). To assure that the solution meets the needs of stakeholders throughout the University, the following primary departments were part of the “Project Team” which contributed significantly to the development of the requirements, establishment of the overall architecture, and review of vendor options!! As a result of buzz across campus as this project was progressing, other departments participated at a lesser level of involvement, but have endorsed the design and proposal.

Department Name

Brooks Library Geri Hopkins

Multi-Modal Learning Geri Hopkins, Chris Schedler

Public Affairs Rick Spencer

COM Department Michael Ogden

Information Technology Services Noah Rodriguez, Terilee Germain

Web Services Jesse Days

Post Launch Organizational Structure: Following the successful launch of MediaAmp services at Central Washington University, CWU will require a structure to vet and approve new customers of the service, set policies, prioritize funding, and liaison with MediaAmp. While this structure will not be finalized until a contract is signed,

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and CWU stakeholders fully discuss and approve the model, the following is proposed:

1) If CWU chooses to centrally fund all components of MediaAmp, new stakeholders/users will be required to submit a Business Case to ET for funding approval, and inclusion in the MediaAmp service.

2) If the MediaAmp solution is to be funded by the stakeholders based on usage and storage, new stakeholders would be required to fully fund their portion of MediaAmp, and to coordinate with the CWU-MediaAmp POC.

3) A central “interface” (Point of Contact) between CWU and MediaAmp would be required for efficient and effective coordination and oversight. It is recommended that this single interface be located in the Office of Multi-Modal Learning.

4. Technology Migration

As was documented in the Problem Section, CWU currently does not have an Enterprise solution for dealing with Digital Media storage, management and distribution. As a result, there will be no significant migration. CWU stakeholders will work collaboratively with MediaAmp to migrate content only into the MediaAmp solution. (See attached Proposal for Implementation Breakdown)

5. Benefits

The MediaAmp solution is viewed as the best alternative for CWU. Many of the benefits have been illustrated in previous sections of this document. Several, as provided by the key stakeholders, are restated here:

Providing faculty a method to upload video clips and licensed films for asynchronous viewing by their students.

Giving students a CWU digital collaboration space to work on digital projects, including upload and playback of recorded presentations, video productions, and fieldwork recordings.

Increasing student learning retention through 24/7 access to review streamed, in-class lectures recorded through class capture technology for asynchronous playback.

Updating CWU’s multimodal and ADA learning toolbox for diverse learning styles, including visual and hearing-impaired students, and non-Native English speakers.

Providing CWU distance and online students the same learning tools provided for face- to-face students in traditional classroom setting. Brooks Library houses a valuable collection of academic video resources that are

regularly used by instructors. As more faculty are requested to teach online and blended courses, the use of these valuable resources has become prohibited by the lack of delivery method to our distance and online students.

Library needs to insure Digital Rights Management (copyright protections) in order for most educational video vendors to agree to license their products for streaming.

Library needs to provide a system that allows for simple discovery of each item, yet provides for ample metadata inclusion in the library catalog.

The new Academic Research Commons, housed in Brooks Library, includes three “media spaces” in which students may collaborate on digital projects. Students will be well

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served with an easily accessed, password-protected server for presenting these projects.

Provides for authenticated (when necessary), secure, anytime, anywhere, any device access to CWU digital media for both administrative and academic purposes.

6. Strategic AlignmentThis request support/aligns with many of the current Strategic Objectives and Outcomes in the CWU Strategic Plan. These include:

Theme 1, Objective 1.1: TEACHING AND LEARNING: Enhance student success by continually improving the curricular, co-curricular, and extracurricular programs.

Theme 4, Objective 4.1: PUBLIC SERVICE AND COMMUNITY ENGAGEMENT: Enhance the commitment and the level of cooperation between the University and external communities.

Theme 4, Objective 4.2: PUBLIC SERVICE AND COMMUNITY ENGAGEMENT: Increase participation in university sponsored life-long learning opportunities.

Theme 5, Objective 5.4: RESOURCE DEVELOPMENT AND STEWARDSHIP: Provide the facility and technology infrastructure and services appropriate to meet the university objectives, while maximizing sustainability and stewardship.

7. Cost

Source of Funding (Project ID) or Description of the Source of Funding. The specific source of funding has not been identified, and will be sought once the Enterprise Team has approved the initiative. Options for funding could include:

o Centrally funded as an enterprise solution, available to all digital media providers across the University at no cost. (Recommended solution)

o Provider/User funded by charging departments for utilization of the service based on some metric such as storage volume, number of digital media documents stored, etc.

Cost Breakdown

o See Attached Proposal for Cost breakdown, and implementation process. The proposed implementation of MediaAmp will be phased over approximately a 2 year period. As a result, the actual projected costs will be:

ONE TIME COSTS: One time implementation cost of $192,500 (page 6 of attached proposal) would be divided over a 2 year period. Estimate for Year 1 is $115,500; Year 2 is $77,000.

RECURRING COSTS: Ongoing maintenance and licensing would be phased in as services are activated and as more CWU departments are scheduled to be deployed. Year 1 estimate is approximately $100,000; Year 2 and beyond estimate is $150,000

TOTAL COSTS ARE: (current value)

Year 1: $115,500 + $100,000 = $215,500 Year 2: $77,000 + $150,000 = $227,000 Year 3: $150,000 Year 4: $150,000

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Year 5: $150,000

NOTE: Because CWU is the first University to actively engage MediaAmp in cost negotiation, and because we are part of the Washington Higher Education Technology Consortium (WHETC), CWU has been able to negotiate the one-time implementation costs down from initial estimates of approximately $350,000; and the recurring/licensing costs down from initial estimates of nearly $250,000/year.

8. Product Life/Application Sunsetting or Decommissioning: Since this is a cloud-based solution which is not owned by CWU, but is licensed on an annual basis, the vendor (MediaAmp) is responsible for all hardware refresh, software maintenance, support and modernization. If licensed by CWU, we recommend that CWU engage in a three year contract, with yearly extensions for up to an additional 5 years. CWU should review this contractual agreement at the end of the 3 year contract, and as required thereafter.

Annual cost if discontinued after 3 years: $197,500 Annual cost if discontinued after 5 years: $178,500 Annual cost if discontinued after 8 years: $167,812

9. Alternatives (add lines as necessary)

Alternative Reasons For Not Selecting Alternative

Status Quo Not feasible based on input from customers (see problem statements earlier in this proposal)

Develop Solution In-house Development costs estimated at $1,500,000.00 based on conversations with vendors. This does not include the ongoing Maintenance and Support cost for all Hardware, over $200k per year. (Plus fulltime FTE to support)

Kaltura (alternate vendor) This solution is an “on-premise” system which requires CWU to provide the infrastructure, which would require initial cost of hardware of an esimated $300K, plus the annual support cost of $75K. A portion of the solution would be in the cloud, Annual cost of Licensing Kaltura is $250K, and it would require additional inhouse staff to support the environment.

10. References

University of Washington Washington Higher Education Technology Consortium WHETC – Had a presentation of MediaAmp as a collaborative solution for all the Universities.UW School of Nursing

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11. RecommendationMediaAmp has been identified as the preferred solution for the following reasons: Developed by the University of Washington, the developers are already familiar

with academic institutional systems. Brooks Library is currently a member of the Orbis-Cascade Alliance, a consortium

including 37 member libraries across the Pacific Northwest, so we already have a good working relationship with UW.

UW Libraries is running a trial implementation of MediaAmp currently, which means the template for cataloging metadata should be easy to adapt.

Based in the Seattle area, MediaAmp offices are less than two hours away, so on-site support visits are highly feasible.

MediaAmp provides the most appropriate solution, requiring the least investment and staffing from Central Washington University, at the most cost-effective pricing model.

MediaAmp is currently being considered by all other Universities in WA State (via the Washington Higher Education Technology Consortium) as the standard for online/on-demand video streaming. As the SBCTC’s is an early adopter of the CANVAS LMS, CWU is an early adopter of MediaAmp

If the MediaAmp solution is not adopted, CWU’s ability to compete for the younger, more diverse, visually oriented and tech-savvy student is at risk. Furthermore, without a more user-friendly streaming media system in place, many online instructors will cease to use academic video resources that were once integral to their courses, potentially alienating a sizeable population of students who have grown up as visual learners.

12. Timing / Schedule (add lines as necessary): The timing is highly dependent on when funding is identified, and a contract is signed. This will allow us to set a schedule with MediaAmp for implementation/licensing for CWU. Based on expectations for funding and staffing, we are anticipating rolling out MediaAmp to CWU over a 2 year (two Fiscal Year) timeframe. During these 2 years, each of the stakeholder areas would be transitioned to MediaAmp using the 5-Phase process outlined in the MediaAmp proposal. Based on the interest and urgency identified by key stakeholders, the chart below identifies a potential breakdown of which stakeholders would be transitioned during each of the 2 years of the project.

Task Target Date

Secure Funding ET Approval

Year 1 (Library, Multi-Modal Learning, Public Affairs, and COM) Approval + 1 month

Year 2 (All others would be prioritized during year 2 of the effort) Approval + 1 year

Year 3+ (Any newly identified stakeholders following initial launch)

NOTE: MediaAmp’s process for transitioning customers to their solution is based on a 5 Phase model, outlined in their proposal. CWU is recommending transitioning the major stakeholders to

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MediaAmp over a 2 year period. Each transition area will utilize the 5 phase approach below. It is important to note that some stakeholders, such as the Library and Multi-Modal Learning, have multiple areas which will each require the 5 phase deployment plan. Some areas are able to be accomplished in parallel.

1) Discovery & Qualification (1-3 weeks)2) Design & Architecture (1-3 weeks)3) Development (1-3 weeks)4) Deployment (1-3 weeks)5) Closing

13.Approvals

The following actions have been taken by the University Enterprise Team:Date Action Taken by Enterprise Team

Upon approval by the University Enterprise Team (ET), CWU procurement policies and procedures should be used to initiate a purchase. Please contact the Purchasing office at x1001 with any questions regarding the procurement process.

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