videos cape cxo presentation 3-1-7

Ver 3.1.7 ( CXO Version) Dec 2010

Cisco Videoscape

Cisco Confidential

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Market Dynamics

CE/Over The Top

Brand power

Building application & content eco-systems

New Streaming subscription services

Service Provider

Multi-screen offering becoming table stakes

Partnerships &Vertical Integration

Rising churn and Subscriber acquisition cost

Broadcasters and Media

New distribution platform & interactive content –

Sky Sport TV on iPad / RTL on iPhone & iPad

Hybrid Broadcast Broadband TV: HbbTV

New business models – Hulu 2009 revenue: $100M

1st half 2010 revenue: $100M

Consumer Behavior

Netflix = 20% of US downstream internet traffic in peak times

Online Video Snacking 11.4 Hour /month

Video = 91% of consumer IP traffic by 2014

20%

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3

Experiences Consumers Want NowBut SP’s struggle to deliver

Multi-screen TV experience

Online Content on TV /STB

Intuitive Unified Navigation for All Content

Web 2.0 Experiences on TV/STB

Without Forklift Upgrade of Existing Infrastructure

© 2010 Cisco Systems, Inc. All rights reserved. 4

The Challenge & Opportunity Today

Experience Fragmentation

Diminishing SPNetwork Relevance

Evolving Legacy Infrastructure


Cloud + Network + Client Quality of Experience

Introducing Cisco Videoscape

Investment ProtectionExtended to Legacy Infrastructure

Videoscape

Integrated TV ExperiencesAcross Devices, Networks & Content


Cloud ClientNetwork

Cisco Nexus FamilyCisco UCS Family

Cisco Cable & IP STBsCable modems, Gateways

Cisco CRS & ASR FamilyCisco CDS & CMTS Family

Introducing Cisco Videoscape Portfolio Power of Cloud + Network + Clients

Videoscape Media Suite (Shipping)

Videoscape Media Gateways (In trials)

Videoscape STBs(In trials)

Videoscape Soft Clients (Shipping)

Cisco Conductor for Videoscape ( CY’12)

Cisco CMTS 3G60 (Shipping)

Videoscape AVSM Module ( Shipping now)

New

New

New

New

New

Cisco Videoscape


Cisco Videoscape ExperienceIntegrated & Consistent

Infinite Content Sources

Managed &Unmanaged

Networks

Managed &Unmanaged

Devices

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8

SP Content

Third-Party Content

NationalData Center/Cloud/VHO


RegionalData

Center/VSO

RegionalData

Center/VSO

Cisco VideoscapeEnhancing Medianet Architecture

Media SuiteCMS for

multi-screen delivery

IP Core CRS-1 & 3

EPC/EdgeASR 9000

Access/ Agg

CMTS

Business

ClientsGateway, STB,

Soft Client

ConductorReal Time

Messaging Bus

3G60DOCSIS 3.0 card

for CMTS

AVSMCDN Line card For ASR 9000


Videoscape Experiences Only With Cisco

Unified experience beyond TV

Universal Guide

SP customized UI & UX

Did We Mention DVR?

Unified experience beyond Android &

Apple devices

Qualityof Experience

QoE


Full life cycle content management solution Delivery of multiple media types on multiple

devices, on multiple networks

Videoscape Media Suite Videoscape Client PlatformsMedia gateway, STB and client application

Common IP-based client architecture

Cisco Conductor for VideoscapeReal time messaging bus linking cloud, network & clients

Pathway to support presence, real time info (e.g. stocks, score), resources, social networking in apps

Introducing Videoscape Portfolio for Multi-Screen integrated Experiences


Introducing Videoscape Media Suite

A carrier grade cloud-based platform Manage, publish and monetize many types of content

Includes CMS, offer management, multi-screen entitlement, publisher, player

Across multi-screens : TV, PC, tablets, mobile devices

integrated experiences for multiple media types over multiple device & networks

Purpose built for SPs & Media Companies to

Full Life Cycle Content Management Solution for Multi-Screen Delivery

Accelerate DifferentiateTransition to multi-screen IP Video offering

Super Flexible, JumpStart Tool Kit, Pre-IntegratedExperience against peers and OTTs

e.g. Multi-screen Multi-content Entitlement10’ UI experience, Virtual DVD

Proven: 4 out of top 5 North American Telcos, 2 out of top 5 Studios


VideoscapeMedia Gateways

VideoscapeSoft Clients

Videoscape STBs

Introducing Cisco Videoscape Client Portfolio

Videoscape Common Software Framework

Multiple Presentation Engines (Flash,HTML5…)

Cisco Conductor

Video Optimized

Application Centric

Cloud Driven Service Enablement

Infinite Content Choices (Broadcast, VoD and Online )

Web 2.0 applications enabled

Open publishing environment

Supports PCs, Macs, Tablets Connected TV, Mobile Phones, Game Consoles

Customizable UI

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC25-452149-01 1313

Ultra ScaleService & Device

Management

Manage managed & unmanaged devices across

networks

Lifecycle Support :Activation, Configuration,

Diagnostics, FW & SW Update

Pathways toNext Generation

Applications

PresenceSocial TV

Real-time cross device applications

Audience measurement Advanced advertizing

OPTIMIZE

MONETIZE

Introducing Cisco Conductor for VideoscapeThe Real Time Information Advantage


Paradigm Shift in Service & Device ManagementCisco Conductor for Videoscape: Bringing Cloud + Network + Clients

Cisco Conductor

ClientCloud Network

Events Driven Eliminates inefficiency of

traditionally polling

Standards BasedXMPP (RFC 3920 &21)

Jabber acquisition

Scalable & EfficientDeployed at internet scale

Asynchronous Protocol

Cloud platform that enables Orchestration of Services, Devices, and Subscribers over multiple networks

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© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 15

integrated TV ExperiencesAcross Devices, Networks & Content

Cloud + Network + ClientMedianet Quality of Experience

Cisco Videoscape Value Proposition


Videoscape


SPs at CrossroadsCompetitiveness Vs Investment Protection

Competitive Pressure forNew Integrated Experiences

VoD SystemMonolithic legacy systemsLacks scale & multi-screen

Backend SystemExisting high investment in backend and middleware

IP InfrastructureHuge traffic growthMulticast to Unicast

STBs Existing high investment

In legacy STBs

Cloud ClientNetwork


Cisco Videoscape Value Add for EvolutionCompetitiveness + Investment Protection

Competitive Pressure EasedCompetitive Pressure forNew Integrated Experiences

VoD SystemMonolithic legacy systemsLacks scale & multi-screen

Backend SystemExisting high investment in backend and middleware

IP InfrastructureHuge traffic growthMulticast to Unicast

STBs Existing high investment

In legacy STBsVideoscape Media Suite

Cisco Conductor Multiscreen & integrated

experiences integration with existing backend

Cisco CDS platform Multiscreen offer, scale efficiency, bandwidth

savings pays off for new investment

Videoscape Migration PortfolioExperience on legacy STB

Videoscape IP STB & Gateways: For new markets &

consumers

CRS, ASR, DOCSIS 3.0 Investment protection is synonymous with Cisco

( common SPAs, IOS-XR)

Cloud ClientNetwork


Preserving the Value of Current Investment5 Phase Deployment Blueprint: OPTIMIZE & MONETIZE

Expand the reach beyond TV, Gain Efficiencies

2

Jump-start Integrated Experiences3

NG Service Management and Real-time Apps

5

New Lifestyle Applications

4

Strengthen IP Foundation

1 IP Core with Optical - Scale IP infrastructureDOCSIS 3.0 – Expand the IP foundation for high-speed IP services

Videoscape Media Suite & Videoscape Soft Clients– Offer TV Everywhere CDS-IS/AVSM - Gain CDN distribution efficiency & scale, Better experienceCDS TV - Leapfrog Legacy VoD system limitations with distributed architecture & scale

Videoscape Migration Portfolio - Support integrated applications on legacy STB Videoscape STB- Unmanaged & managed content to TV with hybrid / IP STB

Videoscape Media Gateways - Efficient media distribution inside home Enter adjacent markets with lifestyle applications

Nexus & UCS - Virtualization for scale & efficiency

Cisco Conductor for Videoscape - Higher resiliency & Ultra-scale Next Generation Applications - With real-time info

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 19

integrated TV ExperiencesAcross Devices, Networks & Content


Cisco Videoscape


Videoscape


NetworkCloud Client

Ensuring Quality of Videoscape Experience

How to create videoscape experiences & aggregate

content from multiple sources ?

How to preserve the experience across the

network?

How to distribute the content effectively inside

& outside home?

Videoscape Media Suite

Cisco Conductor for Videoscape

Media Optimized Cisco IP-NGN

Cisco Conductor for Videoscape

Cisco Videoscape Clients Family

Cisco Conductor forVideoscape


Network Intelligence Ensures the Quality Experience

Client Connects with Cloud, But Quality of Experience Depends on Network

Network

Power of Cloud + Network + ClientsQuality of Experience Assurance: SP Network Advantage

Latency...Jitter...Artifacts…

Cloud Client


More Mobile

Ensuring Videoscape Experience Across ArchitectureThe Cisco Advantage


RegionalData

Center/VSOEPC/Edge

Access/ Agg

IP Core

SP Content

Third-Party Content

Cisco Videoscape Media Suiteintegrated experiences across device & content sources

Cisco Content VaultsPersistent storage of all content including long tail content

Cisco Caching NodesHierarchical caching for bandwidth optimization

AVSM for ASR9000 & CDS StreamersMost popular content cached at edge for better experience

Video Optimized Gateways with CDN CachePause & resume on any device, Efficient content distribution

Cis

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ondu

ctor

for

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eosc

ape

New

New

New


Cisco Services for VideoscapeSeamless Migration to Experience Provider

Cloud ClientNetwork

++

Mitigate Risk and Accelerate Time to Market

OperationalizationMigration Test & ValidationSoln Design & Development

Businessand Service Planning

End to End Lifecycle Services including Integration, Migration and Customization



Cisco Videoscape


Videoscape

Integrated TV ExperiencesAcross Devices, Networks & Content


Services Evolution StepsLeveraging the current infrastructure

Offer TV Everywhere with unified experiences across iPad, Tablets, Mobile, TV, PCs, Macs

Expand VoD content catalogue exponentially

Offer new integrated experiencese.g. Online content on TV, Virtual DVD

Expand into adjacent markets e.g. Home security & automation

New Experiences &Lifestyle Applications

2

TV Everywhere &Content Expansion1


TV EverywhereLeveraging the Current Infrastructure

1

Cloud ClientNetwork

Deploy Videoscape Soft Client for iPad, tablets mobile phones, PC &

Macs

Deploy Videoscape Media Suite for multi-screen delivery

Deploy CDS-IS / AVSM for CDN distribution efficiency & better

experience

Deploy CDS TV for VoD catalogue expansion & leapfrog legacy VoD system limitations with

distributed architecture

Expand IP Core with Optical for scaleExpand DOCSIS 3.0 footprint for high-speed IP services


New Experiences & MarketsLeveraging the Current Infrastructure

Cloud ClientNetwork

2

Leverage existing legacy STBsDeploy Videoscape Migration Portfolio for integrated UI & experiences for legacy STBs

Leverage Cisco producer to offer managed and online content from

infinite sources

Deploy Videoscape STBs for infinite content choices and integrated

experiences

Deploy Videoscape Media Gateways for efficient media distribution inside & outside

the home ; Enter adjacent markets with lifestyle applications

Deploy Cisco Conductor, Nexus and UCS for virtualization, scale and

operational efficiency

Deploy Cisco Conductor for new real time apps, scale and operational

efficiency Deploy Cisco Conductor


Network Intelligence Ensures the Quality Experience

Client Connects with Cloud, But Quality of Experience Depends on Network

Intelligent Caching

Service Routing w/Proximity Hierarchal CachingLossless Video Transport

Video Admission Control Video Assurance & Monitoring

Scalable Multicast & unicast

Network ClientCloud

Cisco VQE

Cisco Live-Live Redundancy

Power of Cloud + Network + ClientsQuality of Experience Assurance: SP Network Advantage

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC25-452149-01 3030

Supercharging Content Distribution Intelligence Cisco CDS

Content Affinity

Service Resources

Time

Network Health

Business Rules

Geography

Medianet Intelligence

Dynamic Service Routing With Diverse Decision Parameters

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