© 2006 Cisco Systems, Inc. All rights reserved. Cisco Public CoC_IT_Case_Study 1 Cisco on Cisco Streaming Video Seminar Mike Mitchell, Rich Media Communications Bob Scarbrough, Cisco on Cisco
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 1
Cisco on CiscoStreaming Video
Seminar
Mike Mitchell, Rich Media CommunicationsBob Scarbrough, Cisco on Cisco
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 2
Streaming Video Seminar Agenda
Overview
Facilities
Organization
Technologies
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 3
Cisco Communication Challenge
Cisco comprises:– 50,000 employees, 400 offices, 80 countries,
26 different time zones, more than 50 languages– 26,000 contract employees– 35,000 channel partners – Four main lines of business: Service Provider,
Enterprise, Commercial, Consumer– 34 engineering business units with 14
product divisions– 14,000 engineers in 46 countries– Nine manufacturing divisions
(12 annual initiatives) comprising 34 teams– Nine technology divisions
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 4
Cisco Communication Challenge (cont.)
Cisco product line25,000 SKU numbers1 to 2 new products introduced per week
Cisco programs and initiatives20 annual marketing campaigns8 to 10 strategic initiatives and dozens of projectsApproximately 20 sales programsFive HR initiatives per year
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 5
Video Video ConferencingConferencing
Audio Audio ConferencingConferencing
Web Web ConferencingConferencing
Rich Media Communication Solutions
Real-time video delivered to user desktops
Interactivity via the question function
Video synced with slides and transcripts
Available anytime, anywhere
Real-time video to facilitate live meetings and information exchange
Real-time information exchange and near real-time file sharing
Audio over the network to enable audio conferencing, IP telephony, and audio on demand
Live Video/Live Video/TVTV
Video on Video on DemandDemand
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Cisco TelePresence 10001:1 and Executive Applications
Four seats at the virtual table
Two seats per side
Works within smaller, existing environments
Streamlined design
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Cisco TelePresence 3000Large Team Meetings
Twelve seats at the virtual table
Six seats per side
Purpose-built room
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Cisco TV and Video on Demand (VoD)
Strategic/Executive to Tactical/Process
40–60 new live events per month300–400 new VoDs per month Four studios (San Jose; London ;, Raleigh, North Carolina; and Sydney)Dozens of self-service VoD stations worldwide; more than 10,000 laptop cameras deployedCEO John Chambers has personal mini-studio in San Jose headquarters building
Desktop with Webcam
VoD WorkstationGlobal RMC Studios for Live and VoD Broadcasts
Reference Points
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Live Broadcasts
40 to 60 live broadcasts per month; average 250 viewers per broadcastUsed for executive communications, product introductions, training, competitive updates, and moreHosted in a Cisco studio or other venueCan feature multiple presenters and presentationsCan solicit live Q&As from event viewersDelivered internally and externallyStudios used for live broadcasts andVoD production
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 10
Live BroadcastsHigh impactReal-time nature underscores the importance or timeliness of a message and drives audience attendance.
Global reach for anywhere, anytime viewingEvery live broadcast also becomes a VoD so viewers can watch anytime, anywhere.
InteractivityViewers can ask questions using a web interface. All presenters receive a list of viewer questions after the broadcast.
Appropriate for large audiencesIdeal for audiences with more than 50 attendees.
MetricsViewers can be surveyed and tracked after the broadcast.
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 11
Video on Demand
300 to 400 modules created per monthCreated from live events or independentlyCan include multiple presenters and presentationsIdeal for viewers who cannot attend a live eventDelivered internally and externally
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Return on Investment
Hundreds of Millions
CorporateCommunications
Learning andAlignment
Business Performance
Live video eventsVideoconferencing
Web communicationVideo on demand
Today1997 2000 2003
$47 Million $149 Million
Util
izat
ion
Business Impact
Evolution, Not Revolution Wave 3—BCS:Enabler of mission-critical
process transformation
• Access to virtual experts
• New product rollouts• Increased sales
productivity• Regulatory
compliance• Research and
development• Supply-chain
management• Customer
technical support
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 14
Studio Locations Worldwide
RMC Studio Facilities, Cisco TV, and VoD
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Self-Provisioned VoD Authoring
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Remote Broadcasts – IP Backhaul
CiscoTV
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Encoders and Servers
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Overall Organization
Rich Media Communications
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Client Services
Rich Media Communications
Promotes use of rich media applications, including live event and VoD production Identifies business processes that can be improved by using rich media applicationsMonitors and evaluates rich media usageat Cisco
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Production Services
Rich Media Communications
Handles production requests for live events and VoDsEvaluates production requirements and coordinates resourcesWorks with clients and studio services to plan and produce eventsSets policies and procedures for live event and VoD production and deploymentManages external video production and VoD processing vendors
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 24
Studio Services
Rich Media Communications
Plans, provisions, and maintains all studio systems, including general infrastructure, A/V gear, control systems, encoders, and publishing systemsWorks with IT Rich Media Services team to plan and implement new technologies and standardsProvides direct systems support for live event and VoD productions
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 25
Rich Media Services
Plans, provisions, and supports all underlying network and systems infrastructureWorks with other IT organizations to ensure rich media applications are integral to the overall IT architectureProvides Tier 2 and Tier 3 client support for rich media applications
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 27
Cisco Digital Media System
Cisco Video PortalDigital Media Encoder 1000
Digital Media Encoder 2000
MediaDelivery
MediaManagement
MediaCreation
Digital Media Player
Digital Media Manager
Video Portal Enabler
Digital Signage Enabler
One integrated platform for desktop video and digital signage
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 28
Unicast or Multicast WAN
Cisco Video Portal
Media Creation
MediaAccess
Third-Party Content Provider or
Creative Agency
Media ManagementContent Author
Network Admin
Cisco Digital Media Manager
Corporate Offices, At-home Desktop Users
Caching/Pre-positioning,
Live Streaming
Digital Media Encoders
On-premise,Remote locationIn-house Creation
Multicast-enabled WAN: Satellite
Outsourced Content
Cisco Digital Media Players
Cisco VSAT NM and ISR
CiscoWAE
Cisco Digital Media System—Product Portfolio Overview
Media Distribution
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 29
Portal and Content
Replication
Cisco Digital Media System—Integration into the Network
WAE Series
WAE Series
Data Center
Web and/or Video servers
Root WAEWAE Series
Central Distribution Manager (CDM)
Content Routers
Branch Office
IOS Router with WCCP
Video Encoder
WAE Series
WAE Series
Digital MediaManager
Appliance
Portal and Content
ReplicationContentAuthor
NetworkAdministrator
Portal and Content
Replication
EndUsers
Digital Media
Encoder
SiSiWAN
Video Portal Appliance
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 30
VPN Unicast Support
Remote access VPN links cannot support multicast; the VPN concentrator splits the multicast traffic into live unicast streams sent along individual secure VPN tunnels across the Internet.
Internet
VPNConcentrator
IPsec VPNTunnels
Live UnicastSplitting
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VoD On-Demand Access
Tier 1: San Jose and RTP
Management, routing, and acquisition
Tier 2: 13 major sitesContent distribution and serving
Tier 3: All other sitesEdge caching and limited prepositioning
CE-7325 CE-7325
CE-565 CE-565 CE-565
Tier 2 Sites (13)
Full Prepositioning
Tier 3 Sites (230+)
Transparently Cached Content
Tier 1 Core Equipment
San Jose or RTP Campus
CE-565CE-565
CE-7305
CE-565
Root CEs
Content EngineContent Distribution Manager
Origin ServerContent Router
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