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“The Internet of Things” Introduction

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					                              CONTENT IN THE CLOUD
                               DCIA Conference within CES




                CITC Opening Keynote -
             Vision for Content in the Cloud

                                           Geng Lin, Ph.D.
                                   CTO, Cisco-IBM Alliance
                                            Cisco Systems
                                         gelin@cisco.com


2011.01.07
Cisco-IBM Alliance – Business Overview
          Develop, Sell Joint Cisco-IBM Solutions Worldwide
          Manage Cisco-IBM business relationship
          Multi-Billion Dollar Revenues
          Total Demo Center Labs 300+


                                        Major Technology Solutions
                                         • Data Center & Cloud Computing
                                         • Business Video
                                         • Unified Communications and
                                            Collaboration
       Major Industry Solutions          • Business Software
       • Banking and Insurance
       • Retail
       • Public Sector
       • Energy & Utilities
       • Media & Entertainment




                             Prominent Demo Center
                             Locations

2
  Technology and market forces are impacting the landscape of
content industry around the world, requiring the transformation of
                  the industry business models


Global Internet as a                            Cloud-based business
platform for both                               model… simplification
content delivery and                            of content industry
content creation                                value chain



Digitalization of                                  New and disruptive
premium media               Industry               technologies – social
content                    pressures               networking, behavior
                                                   targeting, intelligent
                                                   analytics

Proliferation of end                           Integration of rich-
devices – anytime,                             media content into
anywhere content                               business process to
consumption                                    improve business
                                               performance and
                                               operational efficiency
3
    It Disrupts Today’s Entertainment Content Value Chain


        Video
                      TV, Film, Music, Print …
                      Film          Sound              Data    Sound    Voice
         Television



                      Cinema/Film



                                     Radio



                                                       Print



                                                                Music



                                                                         Telephony
                                             Digital




                                             $$$
                                              $


                                    Global Internet
                                     Cloud Model




4
              It Creates New Category of Content
           The Emergence of Business-Class Content



Content value




                Premium
                Entertainment
                Content         Business-Class
                                Video Content


                                            User Generated
                                            Content

                                                 Content volume
  5
    Leading Industries with Strong Business-Class Video
                       Content Affinity

                             Digital   Marketing

                             Education

                             Healthcare

                             Retail

                             Public    Safety




6
               Business Video Content Trends*
    •   Business Video content has doubled from two years ago and is expected
        to double again one year from now
    •   Education sector has the highest current percentage of video traffic
    •   Manufacturing expects the sharpest increase over the next two years


                            35
                                   Two Years Ago
                                   Last Year
        Median Percent of   30
                                   Current
        Total Network       25     Expected in One Year

        Traffic That Is            Expected in Two Years
                            20
        Video by Industry
                            15

                            10


                             5

                             0
                                 Finance        Retail     Manufacturing   Education   Other
                                  N=47           N=31          N=41          N=40      N=42
                                      N=201
7                                            *Business Video Study, Cisco Systems, November 2008
Case Study: Digital Marketing. Source: McKinsey, 2010

    A cloud-based solution can reduce cycle time/cost of content creation and
     distribution for business digital marketing, and increase business value
Example use case: collaborative production and distribution of online video ads for men’s suits by a retail clothing store
                  1
  Collabora-
                                                                                           1 Collaborative video sharing /
 tive content
                                                                                             live editing tools reduces
   creation
                                                                     2                       production cycle and costs
   Content
   storage/                                                                                2 Cloud-hosted datacenters to
 aggregation                                                                                 host / store videos and tools
                  3
    Content       Search tags:   Search tags:                                              3 Intelligent SW updates tags
 transcription    grey           grey             4                                          on videos with most recently
                  suit           suit
   / tagging                                                                                 used search terms
                  formal         formal
                                 slim-fit
   Content                       work                                                      4 Interactive video tools enable
interactivity /                  interview                                                   customer to click on shirt, tie,
  activation                                                                                 or suit to get info, price, etc.
                  5
   Content                                                                                 5 Automatic formatting of video
                                                  6
transcoding /                                                                                (e.g., size, resolution, type)
 distribution                                                                                expedites distribution

                                                                                           6 Analytics correlates video ad
 Performance
                                                                                             views with sales to identify
   tracking
                                                                                             best practices and areas of
                                                                                             weakness

                                                  Target customer markets:
                          Medium / large enterprise digital marketing groups and advertising agencies
     8                    Estimated TAM $3.5 Bn by 2013
Feasibility Study
                            Cloud-based video content solution
                           and its extension to media industries
                                              Additional vertical/horizontal-specific platform capabilities



                                                                           New media &
                                                Digital marketing                                    Education / Training
                                                                           entertainment
                                                                                                      HW / SW for
                                              HW / SW for video
                                                                        TV, PC, tablets, and          creation, editing,
    End-point                                 capture, editing,
                                                                        mobile phones                 and collaboration of
     devices        Hosted cloud solution     and collaboration
                                                                                                      education content
    Content         Cloud-hosted data-
  aggregation/      center HW, SW and
    storage         network equipment

     Content        Intelligent HW / SW       User search cookie        Tools to normalize
  transcription/    tools for content         analytics tools for       tags / metadata
     tagging        tagging, transcription    search engine opt.        across media

     Content        Tools to embed links in
  interactivity/    content for advanced
    activation      interactivity

     Content        Automated media                                                                   Tools to transcode
  transcoding/      content formatting /                                                              content to mobile
   distribution     conversion tools                                                                  device form factors
                                              Performance                                             Performance
                    Analytic tools to track                             Tools to normalize
  Performance                                 tracking and                                            tracking and
                    media downloads /                                   tags / metadata
    tracking                                  integration with                                        integration with
                    traffic                                             across media
                                              sales measurement                                       backend systems

      9                                                                 SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
Feasibility Study
                             Cloud-based video content solution
                            and its extension to vertical industries
                                                Additional vertical / horizontal-specific platform capabilities




                                                    Public safety                 Retail                     Healthcare
    IP video
     camera         ▪   IP-camera arrays                                   Additional motion            Medical imaging
  network and       ▪   Network routing /                                  sensors, alarms,             devices and doctor
     routing            infrastructure                                     RFID tags                    end points

   Distributed      ▪   Local storage (NVR)      Pattern and license       Recording of credit
                                                                                                        Patent medical
  video storage         and basic analytics      plate recognition to      card transactions
                                                                                                        records per HIPA
  and analytics     ▪   Local compression        identify suspicious       as mandated by PCI
                                                                                                        compliance
                        and encryption           activities / vehicles     guidelines
   Video feed
  aggregation /     Hosted cloud solution
   centralized
    storage
                       Datacenter HW / SW
                       Console to control /
                        access all devices
   Real time
                                                 Transcoding and
  monitoring /      ▪   SW for real-time
                                                 transrating to send
                                                                           Customer slip / fall
  auto-alerts           analytics                                          notification for
                                                 alerts to multiple
                    ▪   Automated alerts
                                                 devices
                                                                           liability purposes
    Advanced        ▪   Advanced analytics to                              POS data analytics           Clinic decision
  analytics and         identify / store                                   to assess customer           systems and patient
   intelligence         behavior patterns                                  shopping behavior            care improvement



      10                                                                  SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
          Content in the Cloud – Transforming the Content Life Cycle
                     Architecture Plays by Cisco and IBM
                                                                                                              IBM
                                                                                                              Cisco + IBM

                      Public / private hosted cloud                                                           Cisco

                                                                                                              Cisco + 3rd party
Collaborative     ▪    Video production HW / SW
  content         ▪    SW for image / video editing, HW
  creation             and SW for real-time collaboration
                                                                                      ▪   Cisco would provide SW and HW
   Content                                                                                for collaboration, tagging,
   storage/       ▪    Cloud-hosted datacenter HW, SW
                       and network equipment                                              activation , data center and
 aggregation                                                                              storage, and content
                                                                                          distribution
   Content        ▪    Intelligent content tagging and
transcription /        transcription HW / SW tools          Business                  ▪   IBM would provide SW tools for
   tagging        ▪    User search analytics tools          Integration                   content management,
                                                            &Solutions                    analytics, tagging, activation
   Content        ▪    SW / video tools to program and      consulting                    and performance tracking, and
  activation           embed links in content, advanced                                   HW for data center and storage,
                       interactivity                                                      and solutions consulting
                                                                                          services
   Content
transcoding /
                  ▪    Video format conversion tools                                  ▪   Ecosystem partners would
 distribution
                  ▪    Automated distribution tools                                       provide end device, network,
                                                                                          content distribution, and SW
                  ▪    Analytics tools to track video                                     tools for content editing, DRM
Performance            downloads / traffic, and correlate                                 management, and vertical
  tracking             to business performance (sales)                                    business applications




    11                                                                    SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
             Thank You!




2011.01.07                12

				
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