Request for Proposal or Quote (RFP or RFQ) by j13N7Ev

VIEWS: 56 PAGES: 85

									                     Vodafone Video Streaming


                                     RFP Response




MediaPlatform, Inc.
8383 Wilshire Boulevard, Suite 750
Beverly Hills, CA 90211
(310) 909-8410
www.mediaplatform.com
mgrant@mediaplatform.com
Contents
INTRODUCTION .............................................................................................................................................................5
1.      EXECUTIVE SUMMARY ................................................................................................................................6
2.      MEDIAPLATFORM AT A GLANCE .............................................................................................................9
3.      OUR UNDERSTANDING............................................................................................................................... 10
     3.1.        SYSTEM FUNCTIONALITY .......................................................................................................................... 10
     3.2.        END TO END SOLUTION ............................................................................................................................. 11
     3.3.        GENERAL SYSTEM REQUIREMENTS ........................................................................................................... 12
     3.4.        VODAFONE TECHNICAL REQUIREMENTS ................................................................................................... 13
4.      SOLUTION APPROACH ............................................................................................................................... 19
     4.1.        MEDIAPLATFORM WEBCASTER ................................................................................................................ 19
     4.2.        WEBCASTER VIEWER PAGE CUSTOMIZATION ........................................................................................... 20
     4.3.        WEBCASTER BACKEND ............................................................................................................................. 24
     4.4.        AMAZON WEB SERVICES CLOUD PLATFORM ............................................................................................ 27
5.      IMPLEMENTATION...................................................................................................................................... 28
     5.1.        KEY TEAM MEMBER BIOS ......................................................................................................................... 30
     5.2.        STANDARD WEBCASTER DEPLOYMENT PROCESS ..................................................................................... 31
     5.3.        IMPLEMENTATION T IMELINE ..................................................................................................................... 33
6.      PROFESSIONAL SERVICES ........................................................................................................................ 34
7.      WHY MEDIAPLATFORM? .......................................................................................................................... 36
     7.1.        EXCELLENCE IN ENGINEERING ........................................................................................................................... 36
     7.2.        A LONG TRACK RECORD OF SUCCESS WITH GLOBAL ENTERPRISES ........................................................................... 36
     7.3.        TECHNOLOGICAL ADVANTAGES ........................................................................................................................ 37
8.      WEBCASTER FEATURES ............................................................................................................................ 39
     8.1.        FEATURE LIST ........................................................................................................................................... 39
     8.2.        ASSET MANAGEMENT .................................................................................................................................... 41
     8.3.        ARCHIVING ................................................................................................................................................... 42
     8.4.        MEDIAPLATFORM REPORTING CAPABILITIES ....................................................................................................... 43
9.      WEBCASTER INFRASTRUCTURE, ARCHITECTURE AND TECHNOLOGY .................................. 46
     9.1.        WEBCASTER SUB-SYSTEMS ...................................................................................................................... 47
     9.2.        AUTHENTICATION AND SECURITY ............................................................................................................. 53
     9.3.        SOFTWARE DEVELOPMENT METHODOLOGY ............................................................................................. 53
     9.4.        SERVER TO CLIENT COMMUNICATION ....................................................................................................... 55
     9.5.        DBMS AND THIRD-PARTY PRODUCTS ...................................................................................................... 56
     9.6.        UNIVERSAL STANDARDS AND COMPLIANCE ............................................................................................. 56

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    9.7.          HARDWARE AND OPERATING SYSTEMS .................................................................................................... 57
10.      CLOUD-BASED PEER-TO-PEER MULTICASTING WITH ADOBE® FLASH® ................................ 58
    10.1.         BACKGROUND ........................................................................................................................................... 58
    10.2.         THE CLOUD-BASED P2P MULTICASTING ADVANTAGE ............................................................................. 58
    10.3.         THE RTMFP ADVANTAGE ........................................................................................................................ 58
    10.4.         HOW IT WORKS ......................................................................................................................................... 59




..................................................................................................................................................................................... 59
    10.5.         MANAGING SECURITY ............................................................................................................................... 60
    10.6.         USING RTMFP .......................................................................................................................................... 60
11.      PERVASIVE WEBCASTING WITH OMNICASTER ................................................................................ 61
    11.1.         THE CHALLENGING ENTERPRISE WEBCASTING UNIVERSE........................................................................ 61
    11.2.         OMNICASTER: THE PERVASIVE WEBCASTING SOLUTION .......................................................................... 62
    11.3.         ADVANTAGES OF PERVASIVE WEBCASTING .............................................................................................. 62
12.      MULTICAST FUSION ON THE ADOBE® FLASH® PLATFORM .......................................................... 64
    12.1.         MULTICAST FUSION – THE DECISIVE INNOVATION IN STREAMING VIDEO ................................................ 64
    12.2.         THE SIGNIFICANCE OF MULTICAST FUSION ............................................................................................... 65
13.      MEDIAPLATFORM PRIMETIME .............................................................................................................. 67
    13.1.         USER ROLE TYPES .......................................................................................................................................... 67
    13.2.         PLAYING CONTENT......................................................................................................................................... 68
    13.3.         SEARCHING .................................................................................................................................................. 68
    13.4.         CHANNELS.................................................................................................................................................... 68
    13.5.         SHARING CONTENT ........................................................................................................................................ 68

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  13.6.       COMMENTING AND RATING CONTENT ............................................................................................................... 69
  13.7.       CREATING CONTENT....................................................................................................................................... 69
      13.7.1.         Capture Content with a Webcam .................................................................................................... 70
  13.8.       ASSETS IN PRIMETIME .................................................................................................................................... 70
      13.8.1.         Asset Status ..................................................................................................................................... 70
      13.8.2.         Edit Assets ....................................................................................................................................... 70
      13.8.3.         Approve Assets ................................................................................................................................ 71
  13.9.       PRIMETIME USER MANAGEMENT ..................................................................................................................... 71
      13.9.1.         Departments ................................................................................................................................... 72
      13.9.2.         Roles ................................................................................................................................................ 72
  13.10.          PRIMETIME CHANNELS ........................................................................................................................ 73
14.   WEBCASTER TRAINING ............................................................................................................................. 75
15.   CLIENT REFERENCES................................................................................................................................. 78
16.   APPENDIX – STANDARD WEBCASTER VIEWER PAGES ................................................................... 79
  16.1.       VIDEO (4X3) THEMES .............................................................................................................................. 79
  16.2.       VIDEO (16X9) THEMES ............................................................................................................................ 83
  16.3.       AUDIO THEMES ....................................................................................................................................... 84




          4                                                                                                                                              RFP Response
Introduction
We are pleased to present this proposal in response to your Request for Proposal for a solution for
Vodafone Streaming Distribution. MediaPlatform offers the industry’s most scalable and feature-
complete webcasting and media management solutions. Over the last ten years, we have served as the
preferred webcasting and media management vendor for some of the world’s largest enterprises
because our platform combines the power of a professional tool with the ease of use of a self-service
tool. MediaPlatform offers a user experience designed to make webcasting a ubiquitous tool that is no
longer limited to the media professionals in your enterprise.
MediaPlatform offers the most extensible and “future-proof” option, because we provide the power to
control several content delivery options working in tandem to reach 100% of your audience on all of
their devices. With MediaPlatform Vodafone does not have to select one content delivery option at the
expense of others, helping you avoid a possible “rip and replace” scenario in the future. This control
also allows you to define specific rules for different locations to adjust to various network infrastructure
and available bandwidth, making it easy to publish to multiple content delivery options, establish
redundancy at every level of the video delivery chain with location-specific protocols for failover, and
stream in multiple formats to reach all of your targeted devices.
MediaPlatform is confident that our proposed solution will meet or exceed your expectations for the
live and on-demand video streaming solution that you seek. We would welcome the chance to become
your trusted provider of live and on-demand video streaming solutions. We would like to meet with
your IT team to better understand your goals and deploy our platform software to support those goals,
including the use of multicast technology to mitigate bandwidth usage. We are not simply content to
sell our software and services. Our goal is to become your trusted advisor for enterprise video
communications and we plan to earn that status by taking a sincere interest in your objectives and
aligning our solutions to add value.




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1.       Executive Summary
Our understanding is that Vodafone Technology | Information Systems (“Vodafone”) is seeking a
technology solution to stream live video events/meetings and provide access to on-demand video
services.
This proposal covers MediaPlatform’s response to this need on the levels of product, implementation,
and continuing service and support.
        Vodafone is looking for a highly extensible platform that offers tools and services that can
         stream both live and stored video content to their 90,000+ employees dispersed over 24+
         countries, as well as external partner markets, suppliers and customers over both internal
         and/or external networks.
        Our proposed solution, based on our WebCaster webcasting software platform, provides the
         application layer to manage the creation of live and on-demand streaming events in your two
         proposed use cases:
             o   High value productions from the Vodafone studio.
             o   Self-service events from a broad user base utilizing a variety of video sources, including
                 video conferencing units and web cams, leveraging WebCaster’s extremely intuitive user
                 interface to upload slides and assets, and run events without assistance.
        WebCaster works in conjunction with PrimeTime, our enterprise video and multimedia content
         portal that is designed specifically for corporations to make video, audio, and other content easy
         to store, find, and consume.
             o   PrimeTime gives employees the ability to locate content by searching keywords,
                 browsing by categories or channels, or selecting promoted or suggested content.
             o   PrimeTime gives administrators the ability to add, remove, approve, reject and edit the
                 content and related metadata available to end-users.
             o   PrimeTime manages video on demand assets, including deploying assets to local media
                 servers, scheduling, and defining rules for archiving content at end of life.
        This proposal is based on our software-as-a-service (SaaS), cloud-based offering of WebCaster.
         However, the software is also offered on an on-premises basis. Any functionality described in
         this proposal can be realized through either deployment option.
             o   If Vodafone selects the on-premise installation option, WebCaster is capable of running
                 on Vodafone standard HW catalogue run – HP/Sun/Oracle servers.
        WebCaster is actively in use at such global enterprises as Ernst & Young, Oracle, ATT, Dow
         Chemical and Motorola. The platform has been proven in demanding environments, supporting
         up to 100,000 live webcast viewers.
        MediaPlatform will integrate with your Active Directory/LDAP
        MediaPlatform provides a wide range of encoding options – ranging from self-service encoding
         that automatically encodes a web cam, to our Media Gateway to encode Video Conferencing


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    Units, to the Flash Media Live Encoder running on a Vodafone machine, to dedicated encoding
    appliances like those from Niagra, Digital Rapids, VBrick Systems, Cisco, etc.
        o   WebCaster supports a wide variety of codecs and formats, including: HTTP, HTTPS,
            various RTMP formats, HTTP HLS, the MPEG-4 fragment container format using
            H.264/AAC codecs, FLV, F4V, etc.
        o   WebCaster’s extensive library of SOAP or REST based web services allow us to remotely
            manage similarly enabled encoding appliances.
   MediaPlatform recommends the Flash Media Server to leverage the RTMFP protocol for
    Multicast Fusion – supporting traditional IP multicasting for any Vodafone markets that are
    multicast-enabled and Adobe peer-assisted networking for markets that are not multicast-
    enabled.
   MediaPlatform provides an abstraction layer to manage a series of complex distribution options
    with clearly defined rules to determine how content reaches its end users, with automated
    failover to optimize the video experience, protect the network, and reach every employee and
    every device. The ability to manage that complexity and preserve the flexibility and extensibility
    of the video delivery network is a significant part of the value MediaPlatform adds.
        o   Vodafone’s network is complex, with varying bandwidths and network policies
            concerning breakout to the internet, due to varying proxy server rules and limitations.
        o   MediaPlatform’s OmniCaster Distribution Manager manages multiple distribution
            options, with clearly defined rules to determine how content reaches end users. This
            allows you to define specific rules for how video is delivered to different LANs, zones,
            locations, IP ranges, Operating Companies, etc.
                   Vodafone will require Unicast (straight from the FMS servers), IP Multicast, Peer
                    Assisted Multicast, HTTP streaming (for iOS support) and an external CDN (to
                    reach external audiences and remote locations).
                   MediaPlatform provides an abstraction layer to determine when to use which
                    method and the redundancy rules for when a particular method fails. These
                    rules are defined for each Operating Company, each LAN, specific IP ranges, etc.
   As a Streaming Distribution solution, WebCaster offers Vodafone several technological
    advantages, including:
        o   Agility – Stream without installing any hardware or software behind your firewall.
        o   Support for Flash or HTML5 – Reach virtually any device or operating system
        o   End-to-end event management – Control the total event experience for the audience
        o   Custom archiving
        o   Professional-grade producer controls
   MediaPlatform software is fully compliant with virtual machines, and will work with your
    VMWare, your OS’s and your database farms.



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   Whether WebCaster is deployed on-premises on in the cloud, the basic system architecture is
    the same. Streaming content flows from its points of origination through to end viewers in a
    three stage process:
        o   Authoring, where webcast producers use WebCaster tools to set up the webcast, create
            registration and invitation screens, and upload PowerPoint and any pre-recorded video
            content.
        o   Production, where live video feeds into an encoder, which feeds the stream to the
            streaming media server. Also in the Production stage, the producer uses WebCaster’s
            Live Event Editor interface to control the webcast itself, managing the flow of video,
            slides, polls, surveys, and so forth. MediaPlatform’s webcasting solution controls a set
            of specialized servers that manage statistics collection, asset management, and
            publishing.
        o   At the Publishing stage, which occurs simultaneously with production for a live event,
            the video stream flows from the streaming media server to destination servers. The
            destination servers, which might comprise a content distribution network (CDN), make
            the content available to the end viewers.
   MediaPlatform’s professional services and support teams have extensive experience working
    with global enterprises on the design, installation and maintenance of complex streaming
    solutions.




    8                                                                                    RFP Response
2.       MediaPlatform at a Glance
MediaPlatform® is a software company that helps you webcast high
quality video presentations to your key audiences without requiring a
resources commitment to specialized hardware or an intensive IT
project. We enable your organization to realize its highest value
communication goals cost effectively through rich interactive media.

Our WebCaster software delivers live or pre-recorded rich media events
that include synchronized PowerPoint slides, question and answer,
surveys, polls, chat, and more. The audience interface can be
customized to match your specific branding and communication
objectives. The browser-based WebCaster connects you with virtually any PC or mobile device,
including iPads, regardless of operating system or browser. No plug-in or downloads are required.

Here are a few things that set us apart:

        Pricing to optimize your return on investment – Choose
         between an economical subscription or pay-as-you-go event-
         based payment plans.
        Cloud-based software agility – Benefit from WebCaster’s best-
         in-class rich media capabilities without installing any hardware
         or software behind your firewall. An on-premise option is also
         available.
        Support for today’s major formats – Webcast in Flash or
         HTML5, the latest most ubiquitous video formats available
         today.
        Massive scale – Reach up to a 100,000 or more live viewers.
        End-to-end event management – Invite, register, remind, and follow up with your audience
         after the webcast.
        Custom archiving – Create a custom timed,
         permanent video-on-demand version of your event,
         or produce completely pre-corded event from the
         start.
        Professional-grade producer controls – Assign team
         members key roles in production and manage from
         a central console.

We sell neither hardware nor proprietary capture stations
or encoders. Our platform works well with a wide variety of
hardware options. You can use a very high end camera and
video switching system, a video conferencing unit, or you
could use a simple webcam that is built into a laptop.



         9                                                                                RFP Response
3.       Our Understanding
Our understanding is that Vodafone intends to to stream both live and stored video content to their
90,000+ employees dispersed over 24+ countries, as well as external partner markets, suppliers and
customers over both internal and/or external networks. The objective to implement a new system that
can stream internal (corporate) and external (public facing) live streams in two major use cases:
     1. “Self Service” events, where the platform allows a broad spectrum of users to: easily provision a
        webcast event; customize it by easily uploading assets like PowerPoint, logos and headshots;
        easily create and edit poll questions and surveys; run the event using an intuitive interface to
        control things like advancing slides, text Q&A, polls, etc.; and then archive the event for future
        on-demand viewing.
     2. Professional productions from the Vodafone studio that provides your production team with the
        ability to create custom audience experiences, with custom branding, custom registration
        options for external audiences, etc.; control the size of the components for 4:3 or 16:9 video and
        4:3 or 16:9 PowerPoint; manage video feeds from multiple locations and switch to them in our
        software; edit archives from within our platform to set in and out points, edit slide timings, edit
        the slides themselves, etc.

3.1.     System Functionality
The intent of the system will be to allow live streaming of internal events across the Vodafone corporate
network and provide a means of streaming to the public utilizing your preferred Content Delivery
Network (“CDN”).
Our platform provides an application layer comprised of two products that work together: WebCaster
and PrimeTime.
WebCaster is a browser-based software system that enables enterprises to broadly produce, manage,
distribute and monitor live and on-demand webcasts for audiences scaling to tens of thousands. The
platform features dynamic video and multimedia content, interactive polls, quizzes and Q&A
functionality, and static visual content such as screenshots or PowerPoint slides.
PrimeTime is a browser-based enterprise video and multimedia content portal that is designed
specifically for corporations to make video, audio, and other content easy to store, find, and consume.
PrimeTime can be the audience viewing portal, and/or can integrate with other viewing portals like
SharePoint 2010. End users can use all forms of video devices running on various operating systems,
supporting streaming formats including but not limited to HTTP HLS, the various RTMP formats and the
MPEG-4 fragment container format using H.264/AAC codecs, and Android 3GPP.
In addition, our platform also provides an abstraction layer to manage a series of complex distribution
options. The OmniCaster Distribution Manager allows you to manage several distribution methods
simultaneously and to establish complete redundancy by clearly defining rules to determine how
content reaches its end users, with automated failover to optimize the video experience, protect the
network, and reach every employee and every device. The ability to manage that complexity and
preserve the flexibility and extensibility of the video delivery network is a significant part of the value
MediaPlatform adds.
Vodafone’s network is complex, with varying bandwidths and network policies concerning breakout to
the internet, due to varying proxy server rules and limitations. OmniCaster controls multiple

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distribution options, with clearly defined rules to determine how content reaches end users. This allows
Vodafone to define specific rules for how video is delivered to different LANs, zones, locations, IP
ranges, Operating Companies, etc.
MediaPlatform is the only solution in the world that manages this complexity. For example, Vodafone
will simultaneously require Unicast delivery (direct from the FMS servers), IP Multicast, Peer Assisted
Multicast, HTTP streaming (for iOS support) and an external CDN (to reach external audiences and
remote locations). Each LAN or “zone” will have different rules for which protocol is appropriate and for
which stream to access if the primary option fails.
This capability ensures your solution is extensible. For example, in the future Vodafone may invest in
WAN optimization technology – or may have already invested in such technology. WAN optimization
appliances from companies like Riverbed and Blue Coat increasingly are eCDN appliances because they
include capabilities like virtualization and caching; the WAN optimization and eCDN markets are
increasingly merging. If other Vodafone business units invest in this type of technology for other
business purposes, MediaPlatform’s solution allows you to incorporate these devices. If an Operating
Company or a zone has such appliances, Vodafone can easily incorporate those appliances into the
distribution solution, eliminating the need for an additional (perhaps redundant) media server in that
zone.

3.2.    End to End Solution
MediaPlatform provides an end to end solution.
We manage Content Creation with our WebCaster platform.
We manage Content Compression by accepting encoded video streams from encoding appliances from
vendors like Niagra, Digital Rapids, VBrick Systems, Cisco etc., or the Flash Media Live Encoder loaded on
a Vodafone computer, in all formats necessary to reach every device on every operating system.
We manage Broadcast by allowing you to custom brand the HTML wrapper that we place around our
proprietary video player (built on the Adobe Open Source Media Framework), control the behavior of
this HMTL page (the video player with the other interactive components, like PowerPoint, live Q&A, live
polling, surveys, etc.) with our Live Control Editor, and then publish this content to the content delivery
solution.
We manage Content Management with PrimeTime, our enterprise video and multimedia content portal
that is designed specifically for corporations to make video, audio, and other content easy to store, find,
and consume. PrimeTime is web services enabled and can integrate with other video portals like
SharePoint 2010. PrimeTime gives employees the ability to locate content by searching keywords,
browsing by categories or channels, or selecting promoted or suggested content. PrimeTime gives
administrators the ability to add, remove, approve, reject and edit the content and related metadata
available to end-users. PrimeTime manages video on demand assets, including deploying assets to local
media servers, scheduling, and defining rules for archiving content at end of life.
We manage Content Distribution with OmniCaster, an abstraction layer to manage a series of complex
distribution options with clearly defined rules to determine how content reaches its end users, with
automated failover to optimize the video experience, protect the network, and reach every employee
and every device. This will allow you to implement the Flash Media Server to create a peer-assisted


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network for much of your enterprise, stream IP multicast to the zones that are multicast-enabled,
stream unicast to VPN users, stream HTTP to iOS users, while managing failover options for each zone.
We manage Content Display by streaming to all forms of devices, every screen in your enterprise, with
our proprietary player built on the Adobe Open Source Media Format. MediaPlatform software is
completely web services enabled, allowing for a deep programmatic integration with enterprise
software like SharePoint 2010.
MediaPlatform software will integrate with your Active Directory/LDAP.

3.3.    General System Requirements
Vodafone’s objective is to stream both live and stored video content to their 90,000+ employees
dispersed over 24+ countries, as well as external partner markets, suppliers and customers over both
internal and/or external networks. Video streaming adds significant value to Vodafone’s commitment to
video communications. Vodafone have deployed over 1,500 videoconferencing units across their global
markets and have over 80,000 Microsoft Lync/OCS clients that should be utilized within the video
streaming solution to allow all employees regardless of location to create streaming events.
The application layer of the Content Management Server is critical to Vodafone in terms of functionality,
usability and control of assets and network resource. The application software will also need to provide
easy setup of presentations by end users. Vodafone has a varied desktop environment and so the
solution must be able to handle presentations with varying fonts, animations and detail. Vodafone have
a studio and team who focus on high value productions, however the majority of events will be of a
“self-service” nature. In this case, the user will use a videoconferencing facility as the means to generate
the video element of the streaming presentation.
Vodafone has a complex network, with varying bandwidths and network policies concerning breakout to
the internet, due to varying proxy server rules and limitations. To this end, Vodafone’s internal network
will be considered the primary delivery route, but internet delivery will also be used in parallel for off-
net users.
Some sites have the potential for many users simultaneously, whilst others have limited bandwidth. It
should be noted that multicast will not be available across the majority of Vodafone markets, so unicast
should be considered as the main delivery method.
Vodafone will implement technologies that allow for a single stream to be pushed to the Local Area
Networks (LANs); either to dedicated media servers or by means of caching technologies, or a
combination of both.
Local users will be redirected to a local stream or file, cached or stored in the local network. During the
creation of content the system should define the best location for the content based on the users
definition of the audience; being either local Vodafone, local country, global Vodafone or global.
End users will require the ability to search for specific video assets and also be informed of new events.
A video viewing portal will be required but Microsoft SharePoint 2010 will be used as a common video
portal. End users will view video on a variety of devices including laptops, smartphones and tablets
running a variety of Operating systems. Vodafone will require the ability to password protect assets and
also create viewing groups with assigned privileges set to the user’s login credentials. A single login
aligned with Vodafone’s Single Sign On (SSO) process is essential.


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3.4.    Vodafone Technical Requirements
MediaPlatform’s proposed solution can meet Vodafone’s stated requirements, including:


   •    Allow for live, interactive broadcasts (Video/Voice/Presentation/Interactive), with on-demand
        links to audio/video

        Yes

   •    Platform must allow Audio/Video/Presentation synchronization, supporting the following
        formats: Microsoft PowerPoint, HTML, Flash

        Yes

   •    Video streams should be accessible from both the internet and Vodafone’s internal network

        Yes

   •    The solution platform should be fully scalable to meet the needs of 12,000 – 90,000 concurrent
        users

        Yes

   •    Ability to control parameters to allow for effective bandwidth control and utilization

        Yes

   •    Simultaneously broadcast and archive live events to a designated library, simply and directly

        Yes

   •    Allow the scheduling and indexing of live events.

        Yes

   •    Allow for the creation and management of archives.

        Yes

   •    Allow Vodafone to operate in two distinct modes
            o High Value Managed Service from its Newbury Studio or remote locations
            o Self-service modes from Vodafone’s Video Conference rooms or Microsoft Lync clients
        Yes




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•    The platform should have the capability to create, maintain, and update an online calendar for
     events. It should also allow for a viewer to click on a calendar item and have it import into their
     personal calendar as an appointment.

     Platform is able to generate a calendar invitation for Outlook or iCal. There is not currently a
     provision for a global events calendar in the system, but the platform is web services enabled
     and we can discuss how to leverage our APIs to populate such a calendar.

•    Platform should have the capability to allow real time monitoring of streams

     Yes

•    Platform must have the capability to allow administrator control over starting, ending,
     interrupting, and amending data streams and recording. Log who starts, interrupts, or stops
     data streaming or recording.

     Yes

•    Be capable of performing key word searches.

     Yes

•    The solution should provide an intuitive search interface that delivers security trimmed results
     (i.e. results take into account any permissions applied to content). There should be the ability
     for users to refine results (i.e. by channel / category / owner / date / most rated/most
     discussed/most viewed etc.)

     Yes

•    Allow for the linking of meeting minutes and documents to the video.

     Yes

•    Provide detailed usage reports of streaming requests, popular content, media storage, and
     average user and outbound bandwidth.

     Yes

•    Integrate with Vodafone’s current network environment.

     Yes

•    Platform must support multiple browsers, multiple OS

     Yes


    14                                                                                      RFP Response
•    The solution should be RCSe capable

     Yes. RCSe offers integration points with SIP and with a library of SDKs. RCSe supports RTMP and
     RTMPT for compatibility with our proprietary Flash player.

•    Allow for a capability to save as Podcast

     The full interactive rich media experience is not preserved within a podcast but the video and
     audio files can be saved in podcast-friendly formats.

•    The solution should utilise Vodafone’s Single Sign On technology

     Yes

•    Solution must allow for flexible and secure access control by a combination of userid, password
     and IP address

     Yes

•    The solution should be able to interface with SP2010 (i.e. surfacing video content in SP2010
     etc.). The solution should also provide code snippets for on-demand and pod cast content in
     order that it be included in other platforms

     Yes

•    The solution should have reasonable size limitations for individual file sizes

     Yes

•    The ability to apply life cycle rules to uploaded content (i.e. ‘archive content if not viewed for x
     months’). Consideration should be made to enable different rules to different content types (i.e.
     webinar/on-demand/pod-casts etc.)

     Yes

•    Intuitive permission controls will allow content owners to define the audiences for that content
     (i.e. ‘this content can only be viewed by E bands/Albania/HR etc.)

     Yes

•    The ability to apply approval workflows to the content upload process where The ability to apply
     intuitive metadata to content at the point of upload (i.e. add categories/channels etc.)
     Yes

•    The solution should either supply detailed analytics on usage or be compatible with the strategic
     analytics solution (Adobe SiteCatalyst)

    15                                                                                      RFP Response
     Yes

•    The ability to view/interact with the solution on smart devices (iPhone, iPad, Blackberry and
     Android).

     Yes

•    The ability for users to apply a rating to content (ideally using a simple ‘Like’ approach)

     Yes

•    The ability for users to be able to recommend content to colleagues.

     Yes

•    the ability to ‘highlight’ part of a video and create a link to that section (which can then be sent
     to a colleague)

     Yes

•    The ability for users to comment on content and others to respond to comments in a nested
     display

     Yes

•    The solution should provide notifications to users (i.e. your content has been rated/commented
     on, new content has been uploaded in a channel you subscribe to etc.), delivered via email
     and/or SMS

     Yes

•    The solution should provide transcripts of video content that can be accessed/viewed alongside
     the video content

     Yes

•    The solution should provide translations for the platform chrome elements and if possible the
     transcripts

     Our platform allows for live captioning and live translations, and to synchronize transcripts with
     archived content.

•    Be able to separate content for internal audience from content for external audience

     Yes

    16                                                                                       RFP Response
•    The ability to be able to edit it from within the portal

     Yes

•    The ability to view content on the internet if the link internally is either restricted or broken

     Yes

•    Video content distributed among the countries to avoid saturation of WAN links

     Yes

•    unicast and multicast compatible

     Yes

•    4:3 and 16:9 layout ability as well as layouts that can be adjusted by the user

     Yes

•    Must be capable of running on Vodafone standard HW catalogue run – HP/Sun/Oracle servers

     Yes

•    Central logging of event log/syslog

     Yes

•    ability to receive stream direct from room VC codec or bridge, rather than being hardwired to a
     codec in a rack

     Yes

•    Upgrades, updates, product improvements should be non-disruptive

     Yes

•    Platform should have an evergreen evolution path- not rip and replace
     Yes

•    Platform should offer a high degree of redundancy

     Yes



    17                                                                                        RFP Response
•    Platform must be robust and be capable of sustaining > 99.95 uptime as an average within a
     reporting month over a 12 month period

     Yes

•    Platform should have a packet loss recovery capability

     Yes

•    The solution should be fully customisable to allow for Vodafone branding

     Yes

•    The solution should provide a compelling seamless user experience

     Yes

•    Solution should allow for different classes of attendees: Presenters, Moderator and attendees

     Yes

•    Moderator view for approving questions

     Yes

•    Solution should allow for interactive capability with attendees – i.e. ability to submit live
     questions/comments

     Yes

•    Solution must have a capability of capturing a record and details of all attendees

     Yes

•    Provide detailed usage reports of streaming requests, popular content, Media storage, and
     average user and outbound bandwidth.

     Yes

•    Allow for future upgrades and additional services to be adapted through the proposed solution

     Yes




    18                                                                                       RFP Response
4.      Solution Approach
We recommend that Vodafone approach its streaming video needs using MediaPlatform solutions:
WebCaster, PrimeTime and OmniCaster. WebCaster is a platform for live or on-demand webcasting that
utilizes both Adobe Flash and HTML 5 video to achieve nearly 100% audience reach without placing a
significant burden on corporate networks. The software features a customizable audience theme
template and professional-grade production controls on the back end. PrimeTime is an enterprise
video and multimedia content portal that is designed specifically for corporations to make video, audio,
and other content easy to store, find, and consume. OmniCaster provides an abstraction layer to
manage a series of complex distribution options with clearly defined rules to determine how content
reaches its end users, with automated failover to optimize the video experience, protect the network,
and reach every employee and every device.

4.1.    MediaPlatform WebCaster
WebCaster creates an HTML viewer page that consists of our proprietary video player and various
interactive components, an example of which is shown below. The viewer page loads in a browser or
can be embedded in some other portal page. These viewer pages can take a variety of forms. For
internal corporate communications, they often consist of video combined with a PowerPoint slide
presentation and other interactive elements like Q&A, polling, surveys, tests, etc. Internal viewers are
authenticated through integration with the corporate LDAP/Active Directory. For external marketing
communications, custom-branded registration pages combined with a sophisticated email management
system for registration confirmations and reminders augment the viewer page, and the information
collected by the custom registration fields populates the analytics to form a powerful lead generation
engine. For streaming video to external audiences in other portals (like SharePoint or Facebook), our
viewer page can include branding around the video player, advertising around the video player (like
rotating banner ads), rolling chat, third party social media sites like Twitter® loaded in an iframe, etc.
Building this capability into the WebCaster viewer page gives you significant flexibility with regard to the
number and type of portal pages you may choose in which to embed the viewer page. Most important,
whether you use these additional options or simply add our video player to the viewer page, our
powerful analytics will give you a comprehensive understanding of the viewership and their interaction
with your broadcasts.
Presentations on WebCaster can take a variety of forms, but mostly they consist of a combination of
video and a PowerPoint slide presentation, synchronized in a browser-based player, which is shown
below.




       19                                                                                     RFP Response
The WebCaster viewer page (template/theme) and the elements that you need to create to populate it.
The WebCaster viewer page can be extensively customized to make your branding or communications
requirements. For a list of standard viewer page templates, see appendix. In addition to streaming
video (live or pre-recorded) and PowerPoint slides, viewer page features include:
        Speaker bio tab
        Question and answer tab/interface
        File downloads
        Surveys
        Polls
        Social media/Twitter
        Audience chat

4.2.     WebCaster Viewer Page Customization
Themes are a collection of WebCaster viewer pages (pages are also called templates). A theme can
consist of a registration page, a lobby page, a live viewer page, an archive viewer page, etc. We provide
a library of themes to cover a variety of common use cases: 4:3 video with slides, 16:9 video with slides,
audio-only with slides, video with no slides, live video with audience engagement tracking, video on-
demand with testing and certification, etc. For a list of standard themes, see appendix.

WebCaster also enables custom creation of templates and themes with its Template Editor. You can
create your own themes with the Editor, or MediaPlatform can provide custom theme creation services
on a professional services basis.

The WebCaster Theme Editor is a WYSIWYG editor where you will create new templates, or modify
existing ones. Please see the following figure which shows the Work Area. This is where you can drag
components (like a video window, a PowerPoint window, a poll, etc.) onto a template page and size the


        20                                                                                            RFP Response
components to your liking. Often a client will upload a background image and then drag components on
top of the image.




WebCaster Template Editor Work Area


The WebCaster Template Editor work area is made up of the Stage, where you build your template, and
a series of Palettes which allow you to control what components appear on your page, as well as how
those components look and behave.

       The Menus provide basic administrative task options, such as Save, Cut and Paste, Layout
        options, etc.
       The Components Palette displays clickable icons representing the different types of rich media
        objects (such as video, PowerPoints, polls, etc.) that you can add to your page.
       The Tools Palette contains tools which you can use to create synchronization and interactivity
        between components, as well as options to control a live event.
       The Properties Palette is where you will manage all customizable properties for your selected
        component.
       The Stage is essentially your work area and the background for your page. All components will
        be placed and manipulated on the Stage.

Components Overview The following chart provides an overview of all the components that are
available in the Template Editor.




       21                                                                                  RFP Response
22   RFP Response
23   RFP Response
     4.3.      WebCaster Backend
     WebCaster provides professional-grade production controls and end-to-end management of your
     webcast event. On the backend, WebCaster’s event management console, shown below, enables you to
     set up webcasts, select player themes, invite and manage communications with your audience, mange
     the webcast itself, as well as the archiving process.

Key webcast                   Tool bar (see           Published             Access to supporting areas, such as asset
information                   below)                  Status                management, user account, billing,
                                                                            settings, help.

                                                                                                Create a new webcast,
                                                                                                open an existing webcast
                                                                                                project.

                                                                                          Preview lobby and
                                                                                          presentation screens




                                                                                              Key tasks




     WebCaster main “Overview” screen


     WebCaster’s toolbar, shown in the
     figure, enables you to go to each
     of WebCaster’s five production
     screens. Everything you need to
     do to set up, rehearse, perform,
     and complete a webcast can be
     done through these production
     screens.




                                              WebCaster toolbar and the capabilities of each of the production screen.




              24                                                                                                 RFP Response
WebCaster’s Theme Explorer, shown at the
right, allows you to select the audience
player for your event. The Theme Explorer
is populated with WebCaster’s standard
templates (see appendix for more
information) as well as customized players
that you might create for our unique uses.




The “Present” tab screen in WebCaster is like the control room of a TV station. It gives you, the
producer, complete control over your webcast. WebCaster allows you to delegate production tasks,
such as slide-flipping or Q&A, to different team members. Or, you can produce it all by yourself.




Overview of the Present screen
Here’s some of the things you can do in the Present screen:
        Control which PowerPoint slide is being shown to the audience.
        Control which presenter is on screen, if there is more than one presenter.
        Play pre-recorded video clips.
        Send emails to presenters to connect them to their presentation interface.
        Call a presenter’s phone through the interface for audio presentation.
        Adjust Flash Live Media Encoder (FLME) settings.
        Test the event.
        Run the event.



        25                                                                            RFP Response
Whether WebCaster is deployed on-premises on in the cloud, the basic system architecture is the same.
The figure below gives an overview, showing how webcasting content flows from its points of
origination through to end viewers. This is a three stage process, commencing with Authoring, where
webcast producers use WebCaster tools to set up the webcast, create registration and invitation
screens, and upload Powerpoint and any pre-recorded video content. At the Production stage, live
video feeds into an encoder, which feeds the stream to the streaming media server. Also in the
Producton stage, the producer uses WebCaster’s Live Event Editor interface to control the webcast
itself, managing the flow of video, slides, polls, surveys, and so forth. MediaPlatform’s webcasting
solution controls a set of specialized servers that manage statistics collection, asset management, and
publishing. In the Publishing stage, which occurs simultaneously with production for a live event, the
video stream flows from the streaming media server to destination servers. The destination servers,
which might comprise a content distribution network (CDN), make the content available to the end
                                                                                                     viewe
                                                                                                     rs.




The Webcasting process, showing how content flows through the WebCaster solution from origination
through the end viewers.




      26                                                                                     RFP Response
Detailed system architecture for WebCaster
The figure shown above presents a detailed system architecture for WebCaster whether it is deoloyed in
the cloud or on premise. In the case of Vodafone, we are recommending the cloud-based approach. Key
aspects of the architecture to highlight for this proposal include:
       The producer of the streaming event controls the complete experience through an authoring
        and publishing system.
       Any number of encoders can link to origin servers, which in turn are able to stream content to
        both CDNs and internal multicast-enabled networks using multicast fusion on the Adobe Flash
        Platform. This capability can be realized completely through the cloud using peer-assisted
        content delivery (application multicasting) on Flash Media Enterprise Server 4.5 running in the
        cloud.
       WebCaster functions as a DMZ relay solution bridging Vodafone’s presence on either side of any
        number of enterprise firewalls.
       WebCaster is able to manage both unicast and multicast streams.



4.4.    Amazon Web Services Cloud Platform
WebCaster is hosted on multiple points of presence on the Amazon Web Service (AWS) cloud platform.
Architected with redundancy and failover in mind, the WebCaster system on AWS is able to maintain a
high level of uptime – in excess of Vodafone’s stated uptime requirement of 99.95%. The AWS
infrastructure also enables WebCaster to scale rapidly without diminishing existing service levels.




       27                                                                                   RFP Response
        5.       Implementation
        MediaPlatform has extensive experience deploying its webcasting solutions in large scale, demanding
        enterprise environments. We have a proven history of success engaging with multiple stakeholder
        groups at client organizations. Our professional services engagement process and staffing approach is
        designed to produce a productive dialogue, clear project milestones and accountability for project
        results. No two situations are exactly alike. In the case of Vodafone, we envision the implementation
        process consisting of the following main phases:
Phase               Key Tasks                                 Deliverable         MediaPlatform           Vodafone         Estimated
                                                                                  Personnel               stakeholders     Timeframe
                                                                                                          and Resources
Discovery           Assessment of Vodafone’s network and      Preliminary         Greg Pulier,            IT department    2-3 weeks
                    enterprise video infrastructure:          report to be used   President               personnel
                                                                                                                           MediaPlatform
                                                              in project                                  involved in
                    -   Network topology audit                                    Ryan Hughes,                             Professional
                                                              planning and                                Streaming
                                                                                  Senior Engineer                          Services hours:
                    -   Bandwidth audit                       milestone                                   Distribution
                                                              validation.                                 Project          60-100
                    -   Enterprise-wide stream processing
                        capability audit                                                                  Key project
                                                                                                          contacts
                    -   Review of Vodafone’s enterprise-
                        wide multicasting and internal                                                    Vodafone
                        content delivery network (eCDN)                                                   network
                        and capabilities                                                                  operations
                                                                                                          personnel
                    -   Firewall audit for RMTP and RMTFP/                                                engaged in the
                        UDP access                                                                        project
                    -   Assessment of remote location                                                     This phase may
                        connectivity                                                                      require setup
                    -   Live stream testing and assessment                                                of a temporary
                                                                                                          streaming
                    -   Project requirements review                                                       environment
                                                                                                          inside
                                                                                                          Vodafone’s
                                                                                                          firewall.
Plan Development    Meetings between MediaPlatform            Project plan,       Ysette Witteveen,       Key project      1 week
                    engagement team and key Vodafone          including           VP of Client Services   contacts
                                                                                                                           MediaPlatform
                    stakeholders to develop an agreed up on   schedule and
                                                                                  Greg Pulier,                             Professional
                    project plan and schedule of milestones   milestones
                                                                                  President                                Services hours:
                    and deliverables.
                                                                                  Thomas Dunlap,                           20-30
                                                                                  Webcasting
                                                                                  Manager
                                                                                  Ryan Hughes,
                                                                                  Senior Engineer
Core WebCaster      See Standard WebCaster Deployment         WebCaster           Account                                  1-2 weeks
implementation      Process                                   provisioned for     Management Team
                                                                                                                           Professional
                                                              Vodafone, ready
                    Implementation of WebCaster is                                                                         services
                                                              for use and
                    required as precursor to any custom                                                                    included in
                                                              custom
                    integration.                                                                                           license fee
                                                              integration.


             28                                                                                                   RFP Response
        Implementation plan (Continued)
Phase              Key Tasks                            Deliverable         MediaPlatform           Vodafone        Estimated
                                                                            Personnel               stakeholders    Timeframe
                                                                                                    and Resources
Custom             Per project plan                     Integrations, if    Ysette Witteveen,       Key project     TBD
integration and                                         required, to meet   VP of Client Services   contacts and
configuration                                           Vodafone                                    selected IT
                                                                            Greg Pulier,
                                                        requirements                                personnel
                                                                            President
                                                                            Thomas Dunlap,
                                                                            Webcasting
                                                                            Manager
                                                                            Ryan Hughes,
                                                                            Senior Engineer
                                                                            Brett Law, VP of
                                                                            Engineering
                                                                            Jared Hawkins,
                                                                            Senior Support
                                                                            Engineer
                                                                            John Busfield, Chief
                                                                            Architect
                                                                            Denis Khoo, CTO
Testing            Per project plan                     Testing plan and    Ysette Witteveen,       Key project     TBD
                                                        report              VP of Client Services   contacts and
                                                                                                    selected IT
                                                                            Greg Pulier,
                                                                                                    personnel
                                                                            President
                                                                            Thomas Dunlap,
                                                                            Webcasting
                                                                            Manager
                                                                            Ryan Hughes,
                                                                            Senior Engineer
Training           See Standard WebCaster Deployment    User and Admin      Account                 Key project     1-2 weeks
                   Process                              training            Management Team         contacts

Ongoing support    Variable, depending on Vodafone                          Account                 Key project
                   requirements and contractual terms                       Management Team         contacts and
                                                                                                    selected IT
                                                                                                    personnel




             29                                                                                             RFP Response
5.1.    Key Team Member Bios
Greg Pulier, PRESIDENT
Mr. Pulier is a founder and president of MediaPlatform® and has spent the last ten years developing rich
media webcasting software products. After studying physics at Harvard, Mr. Pulier worked in the
Harvard Robotics Laboratory and the New York University Robotics Laboratory. He then served as the
CTO of Radiant Enterprises, developing network control systems. He subsequently joined Boston
University’s Cognitive and Neural Systems department, where he studied brain sciences with an
emphasis on computational and mathematical brain modeling. He also was the General Manager for
new products at Digital Evolution. For the past 8 years, Mr. Pulier has been managing software teams
and developing new technologies in the streaming media industry leveraging his knowledge of
neuroscience and brain processing. Greg holds a B.S. in Physics from Harvard University.


Denis Khoo, CHIEF TECHNOLOGY OFFICER
Denis is the CTO of MediaPlatform®. He has more than fifteen years of experience successfully leading
the development of online applications. Prior to joining MediaPlatform, he was the CTO at Marketwire,
the founder of Placely, a travel social media company, and Individual Network, an online media
distribution company. In addition, he was formerly a technology consultant at X PRIZE Foundation,
Software Architect at Ticketmaster, Project Lead at CitySearch, QA Team Lead for NetDynamics,
Architecture Designer and Development Lead while at Andersen Consulting, and performed QA for
Broderbund Software’s Banner Blue Division and Software Ventures Corporation. In 1997, he was
inducted into the Smithsonian Institution for his work in pioneering extranet applications for Health
Alliance Plan. In addition to being Patent Bar Certified by the U.S. Patent and Trademark Office, he
currently holds numerous patents of his own. He received his B.A. in Computer Science from UC
Berkeley with a minor in Business Administration from the Haas School of Business.


Ysette Witteveen, VP AND GENERAL MANAGER OF CLIENT SERVICES
Ms. Ysette Witteveen is Vice President and General Manager of Client Services of MediaPlatform®,
responsible for client success and support. Ms. Witteveen has more than 20 years experience of
successfully leading business to business strategy, marketing and client services for accomplished
companies in the technology, media and professional services industries. Most recently, Ms. Witteveen
was entrepreneur in residence at Monitor Ventures where she worked with various technology
companies. Ms. Witteveen has served as Vice President of Marketing and Sales at Target Media
Networks, Director of Strategy at Razorfish, and Global Account Manager at Monitor Group. At the
Monitor Group, she was responsible for consulting services and project delivery to Fortune 500 clients,
building on her work as Principal Consultant with Price Waterhouse. Ms. Witteveen holds an MBA from
the Anderson Graduate School of Management at UCLA and a BBA from the University of Michigan.


Brett Law, VP PRODUCT DEVELOPMENT
Mr. Law leads all product development efforts for MediaPlatform®. A two decade veteran in the
software development field, Mr. Law has had a track record of innovation and technological
breakthroughs. At Ralphs Grocery engineering, he created the computer program for the first ever FDA-
       30                                                                                  RFP Response
approved computer controlled industrial oven. At Ralphs, he also programmed equipment that doubled
the shelf life of bananas – an achievement that gained Mr. Law international acclaim among food
preservation scientists. Mr. Law has held positions at such global corporations as Symantec, Sony,
Yamaha and NBC/Universal. At MediaPlatform, Mr. Law is responsible for the development of the
company’s PrimeTime solution. He attended UC Berkeley, and received a Computer Associates New
Leader Scholarship.

5.2.    Standard WebCaster Deployment Process
When we engage with a new customer, our Sales Operations will notify the Implementation Coordinator
of the pending need for a new customer implementation. An account management team will be
finalized when appropriate. However, a typical account management team looks like this:
Team                                     Individual                          Role
Support Team                             Jared Hawkins                       Senior Support Engineer
                                         Andy Goldstein                      Support Engineer
Sales Team                               Michael Grant                       Director of Sales
                                         Ryan Hughes                         Senior. Sales Engineer
Technical Mgmt. Team                     Denis Khoo                          CTO
                                         John Busfield                       Chief Architect
Executive Mgmt. Team                     Greg Pulier                         President
                                         Dena Kendros                        VP, Finance & Administration




 The following describes a standard implementation procedure:

                                 Implementation Process Flow Diagram
        Stage 1: Pre-Install Assessment


                Deal En ters             Internal Meeting with        Client Kick-            Contract
               Con tract Stage          Implementation Team             Off Call              Signed




                                                                                      Implementation
                    Schedule install                Confirm Specs and
                                                                                       Team sends
                   and training dates             Implementation Details
                                                                                     Welcome Package


             Stage 2: Installation             Stage 3: Training             Stage 4: Support


                     MediaPlatform                   MediaPlatform                     Post-Mortem with
                      Installation                User & Admin Training              Implementation Team




                                                                                     Hand-off Client to IVT   Implementation
                                                                                      Customer Support          Complete




       31                                                                                                                      RFP Response
Stage 1 Pre-Installation Assessment
The MediaPlatform Implementation Coordinator will hold internal calls to discuss the details of your
implementation. Internal calls will include the following team members: The appropriate MediaPlatform
Director of Sales, an MediaPlatform Sales Engineer, and MediaPlatform Support/Installation Engineer,
and a WebCaster Training Instructor. Once MediaPlatform internal conference calls are completed, we
initiate a “Kick-Off Meeting” with your team.

Using the WebCaster Pre-Installation Checklist, the Implementation Team will work with you:
                    1) Investigate your network and system architecture.
                    2) Determine the specifications of your uses of WebCaster.
                    3) Discuss deployment environments.
                    4) Determine contacts (Business, content, IT, other).
                    5) Determine appropriate installation method.

Stage 2 Installation
Upon execution of contract or agreement, MediaPlatform will deliver the MediaPlatform Welcome
Package (via email) that includes: 1) Hardware and software requirements; 2) WebCaster Users Guide;
3) Installation Guide; 4) Implementation Project Plan; 5) Deliver install CDs to client, if Enterprise
installation; 6) Schedule dates and milestones for install and training.
On-site or remotely, the Installation Engineer will: 1) Establish baseline environment for install; 2) Install
3rd party tools; 3) Install WebCaster software; 4) Set up deployment environments; 5) Set up WebCaster
user accounts; 6) Post-install testing (using Post-Install Checklist).


Stage 3 – WebCaster Training
WebCaster User Training and WebCaster Administrator Training will be delivered.

Stage 4 – Support
After installation and training is complete, all support responsibilities are transferred to MediaPlatform
Customer Support. A Post-Mortem meeting will be held to identify key positives/negatives of the
implementation for future reference. The WebCaster Implementation Team will ensure appropriate
hand-off of client info to Customer Support team.




      32                                                                                        RFP Response
5.3.    Implementation Timeline




Task Name                                 Duration     Start      Finish     Predecessors
Discovery                                        21    03/01/12   03/29/12
Audits of network topology, bandwidth,             7   03/05/12   03/13/12
streaming capability
Multicasting review                               7    03/05/12   03/13/12
Firewall audit and RMTP and TMTFP/UDP             7    03/05/12   03/13/12
Remote location connectivity assessment           7    03/05/12   03/13/12
Live stream testing                               7    03/05/12   03/13/12
Project requirements review                       4    03/01/12   03/06/12
Plan Development                                  7    03/30/12   04/09/12   1
Core WebCaster Implementation                    14    04/10/12   04/27/12   8
Custom integration and configuration             14    04/30/12   05/17/12   9
Testing                                          14    05/18/12   06/06/12   10
Training                                         14    06/07/12   06/26/12   11
Launch                                            1    06/27/12   06/27/12   12




       33                                                                             RFP Response
6.        Professional Services
MediaPlatform provides professional services that enable you to reach your objectives in webcasting,
event management, and online video production. Our goal is to help you attain the maximum value
from your investment in enterprise video technology. We tailor each professional engagement
specifically to your organization’s requirements.


Video Infrastructure Consulting
We can work with you to assess how your network and software infrastructure can be adapted to
handle online video. We bring substantial experience in this area, having worked with some of the
world’s largest and most complex enterprises on video streaming. Our service include:
-    Network assessment and review
-    Network modification for online video streaming
-    Best practices advisory, implementation and training
-    Media server implementation and customization


Application Integration and Custom Development
The WebCaster platform can be extensively customized to integrate with a broad range of hardware and
software, both at the network and end user levels. Our team is able to work with your key stakeholders
to design and deliver a complete enterprise video solution to fit your unique requirements.


Customized Viewer Experience
Make a great first impression with the user interface for your webcast. It’s the first thing your audience
sees when they accept your invitation. In order to make these pages stand out and provide an
exemplary user experience, our Professional Services team can create a unique webcast experience
featuring:
         Interactive components (Polling, Q&A, Survey, Chat)
         Custom layout and design
         Alignment with your branding guidelines
         Social Networking
         Closed Captioning


Customized Registration Pages
Registration is where you either gain or lose a viewer for your webcast. We can help you achieve your
registration goals by creating a custom registration page that captures the specific data you need to
gather from every participant. Additionally, our engineers can integrate your project with external
registration systems and configure your webcast for pay-per-view access.

         34                                                                                   RFP Response
Webcast Support Services
MediaPlatform’s Webcast Support Services is a flexible, multi-faceted program designed to realize your
organization’s full potential for webcasting. Our goal is to get you up and running, able to deliver the
level of webcasting production and audience experience that you envision. We can be your background
support engine for as long as you need to successfully produce webcasts. We offer a number of support
packages that are customized to fit your requirements.


Event Services
There are many elements that must be managed for a live event. We offer the following services to
assist you in conducting a successful event:
        Live Audio and Video Encoding
        Phone Conference Bridge
        Closed Captioning & Transcription
        Live Viewer Support

Site Configuration & Optimization
MediaPlatform’s professional services team can evaluate your existing infrastructure to determine your
organization’s readiness for webcasting on the Adobe® Flash® Platform and develop a plan for
implementation.


On-site and Remote Customized Training
In addition to the basic training given to all WebCaster users, MediaPlatform offers additional training
for users looking to gain advanced knowledge of the software. This training can be customized to fit
your interests, business objectives and skill sets.




        35                                                                                    RFP Response
7.        Why MediaPlatform?
MediaPlatform, Inc. delivers best-in-class webcasting and media management technology to global
enterprises and digital media producers. MediaPlatform’s WebCaster software enables high-impact
presentations for lead generation, corporate communications and training. The company offers
organizations the ability to take advantage of scalable cloud-based computing, as well as on-premises
deployment, to present and manage rich media. With media management tools built on its platform,
the company helps clients derive long term archive value from their investment in media content.

7.1.      Excellence in Engineering
Our company is known for excellence in engineering, with a host of superlatives and “firsts”
accompanying our product offerings, including:
         First Open Source Media Framework (OSMF) player to support multicast fusion on the Adobe
          Flash Platform.
         Selected by Adobe to conduct first enterprise test of multicast fusion in a real enterprise setting
          using WebCaster software running in tandem with Flash Media Enterprise Server.
         Most scalable webcasting solution, reliably used to stream live video to simultaneous audiences
          in the tens of thousands.
         Most customizable viewer experience, enabling completely custom branding of the media
          player and alignment with corporate branding standards.
         Most dynamic and professional-class back-end production management system, with the ability
          to manage complex live events with multiple live presenters and a large production team
          assigned separate roles.
         Highest level of potential application integration, realized through a 100% Web services (SOA)
          approach to solution architecture.
         First pure software-as-a-service enterprise webcasting solution.



7.2.      A Long Track Record of Success with Global Enterprises
As the preferred webcasting and media management software vendor, MediaPlatform has enjoyed long
term, successful relationships with some of the world’s largest webcasting enterprises, including:
         Motorola – Using cloud-based WebCaster to reach both internal and external audiences.
         AT&T – The global telecom giant relies on MediaPlatform’s webcasting solution to conduct large
          scale virtual company meetings, routinely reaching upwards of 50,000 live viewers.
         Oracle – The company uses MediaPlatform’s webcasting solution to conduct executive briefings
          to internal audiences, as well as streaming keynotes and breakout sessions at the annual Oracle
          OpenWorld conference.




         36                                                                                     RFP Response
7.3.    Technological Advantages
MediaPlatform’s webcasting software offers a number of distinguishing technological advantages:
       One Comprehensive Software Platform – MediaPlatform is one unified platform that manages
        both audio webcasts and video webcasts, with synchronized events such as PowerPoint, polling,
        surveys, testing and certification, Q&A, and so forth. With MediaPlatform there is only one
        software application to master, with equal functionality for video or audio-only events.
       Broad Mobile Device Support – Live webcasting to iPad, iPhone or Android devices.
       Multicast Fusion on the Adobe® Flash® Platform – Combining application level and IP
        multicasting of Flash for extensive video reach without significant stress on corporate networks.
        (See appendix for detail.)
       Management of multiple deployment environments – With MediaPlatform, our clients can
        publish their webcasting content to any publishing point on a range of content distribution
        solutions, including an internal enterprise CDN, an external CDN such as Akamai or Limelight, an
        internal multicast engine such as a Cisco solution, or a simple streaming server.
       MediaPlatform automates the process of managing these multiple publishing points - allowing
        the client to create multiple deployment environments for different scenarios. For any given
        webcast, the client can select one deployment environment or publish webcast content
        simultaneously to several deployment environments for live streaming. The ability to easily
        manage these multiple deployment environments is a significant differentiator.
       Groupware architecture - While most products in this space are designed for a single user,
        MediaPlatform is designed from the ground up for teams of people to work together in the
        process of designing, building, running and measuring live and on-demand webcasts. From asset
        management to project management, MediaPlatform provides sharing features and role-based
        access that allow simple, secure team-driven webcasting.
       Scalability - MediaPlatform is designed for unlimited scalability and has been used for events of
        over 100,000 participants and has been used for scores of simultaneous events. This
        performance and stability is the result of robust CDN integration, as well as a highly optimized,
        distributed approach with no single points of failure.
        MediaPlatform also enables the scalability of a company’s webcasting program by allowing
        multiple live events at the same time and many administrators during one event.
       No Single Point of Failure - MediaPlatform architecture can be set up to avoid single points of
        failure, providing uninterrupted service with 100% redundancy, giving the system an extremely
        high rate of availability and reliability.
       Complete Customization - MediaPlatform’s template building tool, Titan, enables non-
        programmers to create completely customized, reusable templates to control functionality as
        well as look-and-feel. Combinations of these templates can be grouped together to form
        reusable “themes” that become easy to re-brand, populate and publish. This architecture is truly
        a rich-media publishing system rather than a set of webcasting tools combined with asset
        management systems.



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     The significance of this cannot be underestimated. In a crowded webcasting market with an
     increasing number of webcasting producers chasing audiences with webcasting platforms that
     look increasingly alike, MediaPlatform allows its operators to create extraordinary custom
     audience experiences. This allows our clients to achieve an unmatched level of custom branding
     to coordinate webcast interfaces with other marketing and communications efforts, including
     the look and feel of their web presence.
    Multiple live remote presenters with live video switching – Support Multiple Flash® broadcast
     streams from different locations during the same webcast, with diverse video sources: from plug
     and play web cams to sophisticated capture cards. Live screen demoing enables our clients to
     show the desktop of any of the participating locations.
    Live remote AV management – Dynamically change the video settings, audio settings, and
     bandwidth input of geographically dispersed video sources. This allows a centrally located
     webcast team to administer live webcasts throughout the globe.
    No Proprietary Hardware - WebCaster is suited for stand-alone as well as large scale webcasting
     operations. WebCaster works with the client’s existing IT infrastructure; we do not provide
     entry-level solutions that include hardware – like proprietary encoding appliances - that you will
     eventually outgrow. With WebCaster, the client simply adds more user-licenses as needs
     expand, so there are never any legacy hardware issues.
    Web Services - WebCaster has been designed for simple integration with other applications
     using Web services and the principle of Service-Oriented Architecture (SOA). With SOA,
     WebCaster facilitates the development, expansion and interoperability of webcasting in your
     enterprise and helps lay the groundwork for a future proof, non-proprietary, portable, and
     scalable webcasting solution.
     WebCaster exposes almost all of its abilities through secure web services which facilitate
     integration with almost any existing enterprise environment. For example, WebCaster can
     integrate on a high level with existing registration and e-commerce systems, the user interfaces
     of existing ticketing systems can trigger the provisioning of new presentations and/or events,
     the existing LDAP/AD Single Sign-On infrastructure of an organization can be used to
     authenticate users and track statistics, and a marketing platform’s lead management database
     can be automatically populated by the usage statistics of a presentation. WebCaster can
     programmatically connect its capabilities to other corporate software systems.
    Innovation: MediaPlatform currently has five issued patents and over seven more patents
     pending. We are extremely dedicated to innovation and leading the development of future
     webcasting technologies.




    38                                                                                    RFP Response
8.        WebCaster Features
WebCaster is sophisticated but easy-to-use software. MediaPlatform’s client’s are constantly devising
new uses for WebCaster, including innovative viewer pages. MediaPaltform is updating WebCaster
every few months, with new features being added all the time.

8.1.      Feature List
         Mobile Video Options
              o iPad
              o iPhone
              o Android
         Screen capture
         On-premise deployment
         SaaS/Cloud deployment
         Microsoft Outlook® integration
         LDAP integration
         Auto synching with PowerPoint® slides
         Custom audience polling, with real time results displayed to viewers during the presentation
         Custom audience surveys
         Q&A, with multiple back-end question handlers and answer routing capabilities (e.g. to legal
          review prior to public answer)
         Support for Windows Media®, QuickTime®, MPEG formats and Flash (live and on-demand)
         Customized webcasting interfaces
         Reusable templates event lobby, login, registration, the webcast itself, and post-event surveys.
         Templates can incorporate numerous functional elements, including images, buttons, rollovers,
          PowerPoint®, Table of Contents, Flash®, video, polls, whiteboards and forms.
         In-Depth Reporting and Automatic Certification
              o Detailed reports about the audience, ranging from the basic “who watched and what,
                  for how long” and geographic maps of audience members, to viewer profiles showing
                  technical profiles and opinions from polling and Q&A.
              o Reports are completely customizable and exportable to Microsoft Excel®, HTML, and
                  XML.
              o Certificates - Testing functionality automatically issues certificates to those members
                  that achieved a score above a defined threshold.
         Security and Role-Based Permissions
              o System content, which can be maintained either behind the firewall or on 3rd party
                  Content Distribution Networks (CDNs), can be protected by password restricted viewing
                  or IP restrictions with support from a 3rd party CDN.
              o Passwords and role-based permissions manage access to system levels, control panels
                  and reports.

         39                                                                                   RFP Response
         o    Role-based access gives custom views for multiple user types, further controlling the
              publication process. A specific webcast can be distributed to a controlled list of users or
              to everyone in the company.
    Architecture supports multiple simultaneous live webcasts.
    Multiple administrators can simultaneously operate one or more webcasts.
    Authors can access the system from anywhere.
    Architecture can be set up to avoid single points of failure, providing uninterrupted service with
     100% redundancy, giving the system an extremely high rate of availability and reliability.
    Includes a complete asset management system with sharing and processing abilities. Files added
     to the system can automatically be analyzed for metadata to enhance their searchability and
     usability.
    Advanced Technical Architecture
         o Designed for simple integration with other applications using Web services and the
              principle of Service-Oriented Architecture (SOA).
         o Operating System independence, allowing the client to host on whatever OS that the IT
              department prefers to support.
         o Centrally-managed architecture enables administrators to monitor and control the
              usage of the system.
         o Client’s IT department gets critical control and protection of the network and related
              resources, such as enterprise CDNs, webservers, streaming servers, and so on.
         o The Web services approach enables programmatic integration of video creation,
              management and measure-ment abilities into most existing corporate systems, such as
              portals, CRM, or enterprise content management (ECM) solutions.




    40                                                                                      RFP Response
8.2.     Asset Management
MediaPlatform includes an Asset Manager for the assets that comprise your rich media presentations.
The Asset Manager is a searchable online data repository where you can store and manage the rich
media assets you will incorporate into your presentations.




"My Assets" screen, showing files and media assets you can use in your webcast.


Features of the Asset Manager include:

        Search - Find assets by keyword or term searches.

        Folders – Store assets in nesting directories of folders.

        View - The default view is the Details List view. Assets are listed with the following information
         visible:

            Type - Displays clickable icons which allow you to preview the asset.

            Name - The name of the asset.

            Description - The description you entered when saving the asset (if you did not include a
             description, the Name will be displayed again by default in this column).

            Created - The date the asset was created. To change your view, click on the View button and
             select either Details or Thumbnails. The Thumbnails view will display thumbnail images of
             your assets, with the Names underneath.




        41                                                                                     RFP Response
8.3.    Archiving
MediaPlatform provides extremely robust webcast editing tools. MediaPlatform automatically creates
an archive of live events for use as a Video on Demand (VoD), or you can manually create Video on
Demand events by uploading assets like pre-recorded audio or video, PowerPoint, speaker photos, etc.
and assembling the component pieces using our powerful Synchronizer tool.

After a live event is completed, the event is immediately ready to be archived for on-demand viewing.
However, it is common for the event producer to start encoders and run the live streams for several
minutes before a broadcast is pushed live, for testing purposes. This potential “dead air” is undesirable
for the archive, so MediaPlatform makes it easy to download the audio file (for an audio-only event) or
the video file (for a video event, which includes the audio track), edit the excess at the beginning and
end of an event (“trimming heads and tails”), and then re-synchronize all of the events of the webcast
with the newly edited audio or video file.

The ability to edit the on-demand version of a live event does not end with the audio or video file. With
MediaPlatform Synchronizer, you can change every aspect of the captured live event data: change slide
timings, remove or add slides, add whole new PowerPoint decks, change slide order and slide titles.
MediaPlatform also allows administrators to change any non-slide event that happened live, such as:
poll pushes, image changes or live text changes, from a very easy to use timeline.

The capabilities of MediaPlatform Synchronizer also allow you to create on-demand events that were
never broadcast live but built from component pieces. You can upload any video or audio file, and then
using Synchronizer you can assign time codes to behaviors. So as a video plays, you can cause slides to
flip at a predetermined time or a poll to appear, etc.




WebCaster archiving interface

The MediaPlatform Slide Index component allows you to add a clickable index to a PowerPoint
"slideshow" (PowerPoint synchronized to a Time or Video component). The Slide Index displays a list of
the slide titles contained in the slideshow and highlights the current slide titles as PowerPoint slides are
flipped.
       42                                                                                      RFP Response
8.4.    MediaPlatform Reporting Capabilities
WebCaster offers comprehensive reporting about your live or video-on-demand project. There are
many reports available, which allow you to view basic information about your viewers (such as browser
and media player types), as well as detailed statistics about each individual user's interactions with the
event (such as questions asked, poll answers, and slide flips watched). In addition, report data is
available both on-screen and exportable as an .xls or .xml file. And, reporting links with real time data
can be send to clients in addition to downloadable reports.
MediaPlatform monitors and tracks performance results of live events. Any components that exist on
the page are tracked. For example, if a poll exists on the presentation page and a user answers the poll,
the user's id and poll responses are gathered and displayed in our statistics results.
Extensive reporting is included with our software, including who watched what webcast, when they
watched, whether they watched all the way through, how they answered on polls, on surveys, on tests,
what questions they asked, what media player they used to view, what OS, what browser they used.
Viewer physical location may be displayed as overlay to a map. This data may also be captured by other
applications through use of web services API’s.
MediaPlatform allows custom reports to be easily created by selecting checkboxes containing the
desired fields to report on. MediaPlatform also offers the ability to interact with customer’s other
internal systems both by making calls and also programmatically. MediaPlatform users can access this
data from any location on-demand. Non-MediaPlatform users can have links to any of the metrics
emailed directly to them, with the option of password protection.
Clients can view and export the following Reports:


Webcast Summary Report                           Custom Reports
Interaction Report                               Poll Summary Report
Survey Results Summary                           Q & A Report
Participant Report                               Non-Participant report
Attendance Report                                Attendance History




Report: Map overlay on the Analytics Tab

       43                                                                                     RFP Response
Report: Unique visitors on the analytics tab




Report: Number of visits to the webcast




Report: Length of visits to the webcast




      44                                       RFP Response
Report: Viewer engagement overview




      45                             RFP Response
9.      WebCaster Infrastructure, Architecture and Technology
Whether WebCaster is deployed on-premises on in the cloud, the basic system architecture is the same.
The figure below gives an overview, showing how webcasting content flows from its points of
origination through to end viewers. This is a three stage process, commencing with Authoring, where
webcast producers use WebCaster tools to set up the webcast, create registration and invitation
screens, and upload Powerpoint and any pre-recorded video content. At the Production stage, live
video feeds into an encoder, which feeds the stream to the streaming media server. Also in the
Producton stage, the producer uses WebCaster’s Live Event Editor interface to control the webcast
itself, managing the flow of video, slides, polls, surveys, and so forth. MediaPlatform’s webcasting
solution controls a set of specialized servers that manage statistics collection, asset management, and
publishing. In the Publishing stage, which occurs simultaneously with production for a live event, the
video stream flows from the streaming media server to destination servers. The destination servers,
which might comprise a content distribution network (CDN), make the content available to the end
                                                                                                     viewe
                                                                                                     rs.




The Webcasting process, showing how content flows through the WebCaster solution from origination
through the end viewers.




      46                                                                                     RFP Response
Detailed system architecture for WebCaster



9.1.    WebCaster Sub-Systems
WebCaster is a powerful,
browser accessible
application that may be
installed as a hosted
solution (application is
hosted by MediaPlatform
and accessed over the
Internet), or as an
application installed behind
the client’s firewall in
multiple configurations
depending on the intended
use. For on-premise
(installed behind the
firewall) configurations,
WebCaster consists of
seven (7) subsystems, each
of which perform specific
tasks. While all subsystems
can be installed on a single
                                  WebCaster Sub-Systems in a typical configuration
server, typical application is
to install on multiple servers that reside at the customer’s data center.

       47                                                                            RFP Response
N-tier Architecture
In order to meet the infrastructure needs of IT organizations, WebCaster utilizes the N-tier architecture
philosophy. The N-tier approach makes it much easier to scale systems accordingly when certain parts of
the code and varying user behavior require
extra CPU, memory, network or disk I/O
resources. It also makes it possible to
integrate other software with
MediaPlatform via web services APIs and
SDKs.

The figure shows how WebCaster systems
can be separated out into 3 different tiers:
Event, Authoring, and Data Storage and
Processing. These tiers are separated by
the logical functions of MediaPlatform
subsystems, or components designed to
address specific application requirements.
These subsystems include components such
as Data Collection, Live Control, and
Database. With this model, there can be a
true separation between end-viewers (the
audience), authors (those who provision
and present), and the back-end storage and
processing (servers that only accept server-to-     MediaPlatform N-Tier Architecture
server communication).

This separation of subsystem roles into Tiers enables IT departments to create a higher performance,
more scalable and redundant infrastructure for WebCaster.

Hardware                                             Subsystems include/Server Role
Application Server 1                                 Authoring
                                                     Publishing
                                                     Asset Manager
Application Server 2                                 Reports
                                                     Publishing
Application Server 3                                 Data collection
Application Server 4                                 Live
Database box                                         Database (No MediaPlatform software installed)




      48                                                                                     RFP Response
Event Tier
This layer is designated for communication between end-viewers and the authoring tier; most of the
interaction between WebCaster software and end-users occur on this layer. Because they involve a
large number of connections and requests from clients, the Live Event, Statistics Collection and
“Destination” subsystems sit on this layer. Enterprises that wish to firewall this layer are encouraged to
utilize enterprise firewall technologies that support high-volumes of concurrent network connections.

        Statistics Collection: This subsystem is responsible for collecting information from the end-
         viewers. This data includes usage statistics, poll answers, submitted Q&A questions, and
         registration information. During viewing of a presentation, data is captured as raw statistics and
         inserted into the WebCaster Database where it can be indexed and reports can be generated at
         the authoring tier.

        Live Event: This subsystem listens for commands from the Live Event Console (the user
         interface for controlling live presentations) and communicates them to the Authoring server.
         There, the event commands can be published to publishing servers (usually the origin servers of
         a CDN). The Live Event subsystem is also responsible for communicating event commands to
         the media encoders (a subsystem in the Authoring tier) for event synchronization.

        Destination Servers: Technically, these
         servers are not part of the WebCaster
         system as they do not serve up any
         WebCaster code. However, it is
         important to understand how they relate
         to the WebCaster system. There are two
         types of destination servers, one for
         assembled presentations and the other
         for publishing. A destination server for
         assembled presentations (typically the
         “origin” server of a CDN) is a web and/or
         media server where the Authoring server
         deploys static and streaming content for
         end-viewers to access. The deployed
         content is usually comprised of common
         web elements such as HTML, JavaScript,
         GIFs, and JPEGs. In a large organization, it
         is important to have a content delivery
         network (CDN) as a destination for
         assembled presentations so that the
         content can be cached to the CDN's
         "edge" servers, insuring that the end
         viewer's performance is acceptable.

Publishing is similar to deployment of
presentations except that it has a dynamic aspect       Authoring Tier
to it. Unlike deploying of pages and content,
        49                                                                                    RFP Response
publishing only pushes out tiny files that contain event information. For example, in the case of live
polling, when the author pushes out a new question, a file is published to the publishing destination
server(s) where end-viewers receive this information at a set interval. Upon receiving the data, the end-
viewer will see the new poll question published.

Authoring Tier
The Authoring server sits at the heart of the WebCaster system. Shown in Figure 5, it provides the
interface for authors to upload content, assemble and deploy presentations, and control live events.
Additionally, the Authoring server enables authors to view statistical data on any webcast or on demand
presentations. The Authoring server consists of the following subsystems:

        Project Creation/Navigation – The main interface of WebCaster allows you to manage existing
         and create new projects. Wizards are available to walk you through project creation and the
         Application Management Environment (AME) allows you to makes changes to selected data in a
         page without having to edit the layout.

        Asset Management – The Authoring server has an interface to the Asset Manager, an online
         data repository where authors can upload new or search on existing assets (presentations,
         video, audio files, etc.) to be used in their presentations.

        Template Creation (Titan) – WYSIWYG drag-and-drop editor where authors create new template
         layouts (look-and-feel of presentation pages) or modify existing ones. Authors control what
         components appear on the page, as well as how those components look and behave.

        Live Event Console – This is the
         interface presenters use to control a
         live webcast. The Live Event Console
         allows presenters to control when
         specific events occur during a
         presentation (i.e. slide flips, text,
         polls) and communicates these events
         to the Live Event server for
         synchronization with the end-viewer.
         The figure shows how the encoding
         and event injection work in the
         WebCaster solution.

        Deployments – This process is
                                                    Logical diagram of encoding and event injection
         responsible for merging content with
         layout, assembling them into web
         pages, and distributing the pages to the destination servers. Destination servers are defined in
         the Deployment Environments Manager, where an author can deploy to different servers based
         on file types (i.e. html, wmv, rm).

        Publishing – The process that listens for either commands from an author or changes in the
         database and then publishes files to the publishing destination server accordingly. Although
        50                                                                                   RFP Response
         publishing is handled by the Authoring server by default, the process can be assigned to any and
         multiple WebCaster servers to enable publishing scalability and enhance reliability.

        Reports – The reports engine is responsible for parsing through raw data gathered by the
         Statistics Collection server and merging it with user registration data. Once the data is indexed
         and organized, authors can access reports via MyStatistics, the interface for reports viewing.

        Publishing - Publishing is the process of taking information from a data source, processing it, and
         sending out commands to multiple locations (publishing destination servers) in the form of tiny
         JavaScript and XML files. Depending on the function, end-users will poll the destination servers
         at certain time intervals. At each interval, the end-user will receive the latest information, be it
         a new polling question or a Q&A published answer. It is important to understand the different
         functions of publishing so that the IT department will know whether or not it is necessary to
         scale accordingly. There are five functions that require publishing:

        Event File – Event Files are time-stamped files of all events (i.e. synchronized slide advance) that
         have taken place for a live event. These files are used for time synchronization when a user
         enters a live event. These files are also used as the main event delivery mechanism for
         TeleCaster. In the case of TeleCaster, the viewers are polling the destination server every four
         seconds to receive the latest event information. In all other cases, event information is only
         pulled upon entering the presentation.

        Question & Answer (Q&A) Results – Q&A Results typically show viewers a list of asked questions
         and answers to the questions. The answers are published at the author’s discretion at intervals
         no less than 30 seconds.

        Poll File – The poll file contains the questions, answers, and current results for each question.
         The shortest interval which viewers can receive a new poll question is 30 seconds.

        Live Variables – Live variables are logical components that can cause behaviors on an HTML page
         based on a value set by the author. This is typically used on a “lobby” page where authors wish
         to manually allow entrance into a presentation at given time. Viewers only will poll destination
         servers every 30 seconds to see if there is a change in status on the lobby page.

        Registration Information – An XML file is published for each project that uses registration and is
         updated each time a new viewer registers for a presentation. XML files are published so that
         authors can quickly look up data on individual registrants without waiting for the raw data to be
         parsed and indexed.


Data Storage and Processing Tier
This back end tier consists of servers and processes that only require server-to-server communication.
Having servers at this tier creates a nice separation from servers that interact directly with end users.

                Database: The Database server is the memory and brain of the WebCaster software. It
                 serves a variety of essential functions including tracking user behaviors, storing project-
        51                                                                                      RFP Response
                related data, statistics, and user information, and managing WebCaster subsystem
                behaviors across the entire system.

               Asset Storage: Assets, or components such as PowerPoint documents or video files
                used in WebCaster presentations, can be stored anywhere from an attached disk drive
                to a network file system (NFS) or storage area network (SAN). Assets are accessed by
                authors only until they are deployed out as part of a presentation. By taking advantage
                of a shared storage solution such as NFS or SAN, WebCaster is easily scalable to multiple
                authoring servers.

               Media Processing: The Media Processing subsystem executes a series of processes that
                converts common file types such as Microsoft PowerPoint files to low bandwidth JPEGs
                or GIFs for web distribution. It is possible to configure the Authoring server to handle
                this process, but since this subsystem is only instantiated by a server process, it is best
                to keep it at the back-end tier.

WebCaster’s Use of Open Standards
WebCaster utilizes a number of open standards, including:
   JSP
   XML
   HTML, DHTML
   JavaScript
   HTTP, HTTPS

On the back end, Java was chosen as the application language mainly for its cross-platform capability.
This allows IT departments to run WebCaster on a wide range of operating system environments
including Wintel, Linux, and Solaris machines. WebCaster currently leverage Resin and Tomcat
application server engines.

On the client end, WebCaster was designed to function without the need for downloadable plug-ins or
other non-standards based proprietary code. Other than the standard Flash player that is already
installed on most machines, WebCaster does not rely on any plug-ins to view presentation. Maximum
compatibility across corporate operating infrastructures is assured because WebCaster uses a standards
based client architecture that leverages XML, HTML, and JavaScript.

Important Note on Web Services Architecture for Enterprise Integration:
WebCaster exposes almost all of its abilities through secure web services which facilitate integration
with almost any existing enterprise environment. For example, the user interfaces of existing ticketing
systems can trigger the provisioning of new presentations and/or events, the existing LDAP/AD Single
Sign-On infrastructure of an organization can be used to authenticate users and track statistics, and a
marketing platform’s lead management database can be automatically populated by the usage statistics
of a presentation.




      52                                                                                       RFP Response
9.2.    Authentication and Security

WebCaster provides a high level of security functionality. Security is account-based with accounts
granted at various levels of privileges on a project-by-project basis. Logging is obtained via Secure Socket
Layer (SSL). Once logged in, each user may have different rights and privileges.

WebCaster uses authentication techniques for logging into the system as an author and for logging into
secured content created by the system. Additionally, Administrators can log on using a secure login and
can authenticate using Active Directory and LDAP.

Webcast viewers can also take advantage of Active Directory and LDAP single sign on by using
MediaPlaform’s web services API’s in the Enterprise configuration. In addition, webcasts can be secured
on 3rd party CDN’s such as Akamai, or on internal CDN’s by means of IP filtering and token passing,
which allows for tight control of external webcasts.

WebCaster offers advanced Administrator and User access rights. Named-user accounts can be assigned
a variety of specific rights and privileges, and can be granted project access with read, write, full or
admin rights. From the authoring side, users may be restricted in many ways including the features they
may access and level of access on a project-by-project basis, even down to specific assets. A very high
level of security is built into WebCaster consistent with a high-end, high-profile, enterprise application
that allows for these privilege settings.

WebCaster has the option to use Secure Socket Layer (SSL) to provide secure client-server
communication. WebCaster offers additional security features for 3rd party hosted content. WebCaster
optionally uses HTTPS for added security. In addition, event creators can limit viewer access to
presentations using the WebCaster registration and login system. Viewers may access the webcasts
under the following administrator-defined security schemes:

            1) Individual Passwords – assigned by the presentation author (can be automatically and
            randomly generated from the data record)

            2) Global Password – (can be set from the data record)

            3) Auto-Email Passwords – Unique passwords emailed when you register (can be
            automatically generated).

            4) Viewer Created Passwords – Viewers create their own passwords when registering

            5) No Passwords – Just normal registration




9.3.     Software Development Methodology
       53                                                                                      RFP Response
User Customization is the core to the WebCaster system. WebCaster offers very advanced functionality
in this area. However, through the use of the WebCaster Titan Template Editor, very advanced reusable
template creation and editing is available to users. This brings up a key area of WebCaster – quite
possibly the most important part of the offering. Not only are slide indices, Q&A, polling, and the ability
to resize video windows and slide windows easy to add or edit, but through the use of the WebCaster
Titan Template Editor, many other functions and controls are able to become a part of any webcast.
Some of these are: whiteboards, timed text (for hearing impaired viewers), text search, ordered lists,
checkboxes, radio buttons, status bars, asset lists, Q&A, Poll, or Survey results (fully customizable), chat,
image maps, message boards, rollovers, forms, images, plus the ability to add custom code in order to
create a nearly limitless amount of customization so that your webcasts will look exactly as you would
like. WebCaster’s template building tool, your organizationTAN, enables non-programmers to create
completely customized, reusable templates to control look-and-feel as well as functionality.
Combinations of these templates can be grouped together to form reusable “themes” which become
trivial to populate and publish. This architecture is truly a rich-media publishing system rather than a set
of webcasting tools combined with asset management systems.

WebCaster has multiple software development teams, organized around the company’s product
portfolio. When a client engagement calls for software customization, company management will
assign the customization project to a project lead, who in turn works with the development teams
responsible for the products involved in the customization. The project lead interacts with the client in a
standard discovery-requirements-development-approval cycle:
        Following in-depth discussions with the client regarding requested customization, the project
         lead will develop a draft set of requirements to describe the customization for client review and
         discussion. The requirements are revised until the client is satisfied and signs off on them.
        At the same time, the project lead prepares a timeline and milestone plan.
        Upon client sign-off of requirements, the project lead works with the development teams to
         implement the requirements specified for the customization.
        WebCaster uses a software development methodology based on the Agile approach. As the
         customization is developed, successive builds are presented to engineering leadership for
         review. MediaPlatform’s founder, Greg Pulier, is also the company’s top technologist. Mr. Pulier
         personally oversees the engineering function at the company and is involved in any significant
         client customization effort.
        After testing and QA, MediaPlatform delivers the first version of the customization to the client
         for review.
        After a review and final revision process, MediaPlatform releases the customization to the client
         and oversees implementation.




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9.4.    Server to Client Communication
Users logging in to the WebCaster solution will be using HTTP or HTTPS for all communications with
server. Traffic is purely HTTP, and amount of data is very minimal (mostly just "web pages" being served
up). The only time this changes is when the user is uploading or viewing large assets (Videos), and the
bandwidth requirement would be dependent on the actual video.
Users logging in will be using SOAP for communication with web services on the server. The
"application" is loaded at log in time, and from that point until logoff, the majority of data is transferred
between client and server via SOAP. There will be some occasions (serving up images/video) where the
web server would be serving over HTTP, but again, that is dependent on the clients actual uploaded
assets.
For deployed pages, most traffic will be between the client and the CDN. There are a few actions a user
can take that will interact with MP servers... those actions would be logging in, stats collection,
submitting responses to Polls, Surveys, or Q&A. All of these things are done as HTTP requests, and traffic
/ bandwidth is very minimal per user. One additional type of deployment that can cause additional
traffic to MP servers is if a real time live event is used. In that case, persistent TCP/IP connections are
created from each client to the MP Live Servers and held open for the duration of the event. A small
burst of information will be sent to each client (~100 bytes) when each live event actions is taken (slide
pushed, etc). If "event file" type live events are run, then clients will
MediaPlatform’s solution is available on either an on-premise or Software-as-a-Service basis. In the
latter deployment mode, the technical requirements and responsibilities placed on your organization’s
infrastructure organization would be fairly limited. For on-premise deployment, MediaPlatform’s
solutions rely on standard application server hardware, database, storage, and software configurations.
MediaPlatform’s solutions are relatively simple to manage, however. For example, an update to the
MediaPlatform solution is just one WAR file that can be installed remotely. MediaPlatform can also
make on-site maintenance services available so that the your organization would not require much time
and resource for the MediaPlatform solution.




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9.5.    DBMS and Third-Party Products
Typically, MediaPlatform recommends MySQLv. 5.0.27 as the DBMS. Other alternatives are available,
such as MS SQL Server, and other DBMS systems. Other third party products required for WebCaster
include:


        1) Windows Server 2000 SP4 / 2003 and all critical updates from Windows Update or Red
           Hat/Fedora Version 3*

        2) Office 2000-2003 Professional**

        3) Internet Explorer 6.0 SP1 + latest critical updates

        4) Tomcat 5

        5) Java 2 Platform Standard Edition (J2SE) v1.4.2

        6) MYSQL ver 5.0.27, Microsoft SQL 2000 SP3, or Microsoft SQL 2003.

        * Linux installation still requires one MS Windows server to run the Digital Media Processing
        (DMP) component, which is required for MS PowerPoint processing.
        ** Only required on the application server running Digital Media Processing (DMP).
Note: The above list summarizes the third-party software required to operate the WebCaster system.
In addition, hardware and software normally associated with a studio operation such as camera
equipment, audio equipment, video switching equipment (if multi-camera shoot), lighting equipment,
and encoding equipment, as well as content delivery associated with a multicast-enabled network, are
also required. In addition, WebCaster is an authoring system that requires servers to host content
accessed by end-users. The above server requirements cover what is needed to run the authoring
applications; they do not include a destination for published content. Typically, WebCaster will be set up
to deploy to origin servers of a Content Delivery Network (CDN); however, if the CDN does not include
origin servers, it is the responsibility of the customer to provision a server(s) as the origin server.


9.6.    Universal Standards and Compliance
WebCaster software is based on a wide variety of standards including Flex, J2EE (JSP, Java, JavaBeans,
POJO), SOAP, REST, and JDBC. WebCaster software relies on a variety of networking standards including
TCP/IP, UDP, RTSP, RTMP, HTTP, HTTPS, FTP, and SCP.




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9.7.    Hardware and Operating Systems
The following table describes the server requirements. For on-premises installations, MediaPlatform
makes recommendation related to server hardware, but is not proposing hardware as a part of our
quotation.




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10.      Cloud-Based Peer-to-Peer Multicasting with Adobe® Flash®
MediaPlatform WebCaster has recently acquired the ability to multicast on a peer-assisted basis across
enterprise firewalls using a cloud-hosted instance of Adobe® Flash® Media Server. This advance offers
substantial economic and technical benefits to organizations that want to be able to stream live video
presentations to every employee, regardless of location, without the need for an investment in
multicasting infrastructure. This breakthrough process combines multicast fusion on the Adobe Flash
Platform, secure, controlled peer-assisted content delivery (P2P) and Real-Time Media Flow Protocol
(RTMFP), which is based on User Datagram Protocol (UDP). This section describes how cloud-based P2P
multicasting with RTMFP works and outlines key steps required to enable this capability.

10.1. Background
Many organizations are interested in making it possible for live video presentations to reach large
numbers of internal users. Until now, this capability was only possible through multicast-enabling the
network to handle video traffic. There are several drawbacks to this approach, which ultimately deter
many organizations from even attempting it:
        Gaps in the multicast infrastructure block pockets of users from receiving the stream.
             o Some areas of the network have limited bandwidth connections.
             o Constant shift in network topology due to mergers and reorganizations.
        Multicasting is a potentially large investment, often difficult to justify based on an enterprise-wide
         video capability.
             o On-premise media servers
             o Multicast infrastructure
             o Personnel and other resources required for maintenance
        Incompatibility between internal and external streaming needs.
             o Windows Media inside the firewall
             o Adobe Flash outside the firewall (public internet)
             o Mobile formats, including HTTP Live Streaming (HLS) and HTML5




10.2. The Cloud-Based P2P Multicasting Advantage
There are strong business and technology cases for P2P multicasting from the cloud. When you
multicast a video stream from a Flash Media Server hosted in the cloud, virtually everyone who needs to
watch a webcast presentation, both inside and outside the firewall, can access it. However, there is no
need for an investment in multicasting infrastructure or media servers. This creates a potentially large
savings in terms of money and personnel. It’s also likely to deploy more rapidly as a solution than the
build-on-premises approach.

10.3. The RTMFP Advantage
RTMFP is well-suited to making possible the completely cloud-based P2P multicasting of Flash video.
RTMFP is based on UDP, which provides rapid but “unreliable” data delivery without excessive
overhead. In contrast to streaming with RTMP, with RTMFP there are no flow or congestion controls.
UDP is typically employed for real-time communications situations where there is a need to minimize


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delay between communicating endpoints. UDP enables direct media exchange between communicating
endpoints, reducing delay and cutting down on media relay server requirements.
Reliability is not an issue with RTMFP because the H.264 video codec, which is available in Flash Player,
is designed to work out transmission errors. Compared to RTMP, RTMFP provides several advantages
that enable cloud-based P2P multicasting of Flash:
•       Reduced latency – With RTMFP built on UDP, the Flash stream has low latency.
•     Streaming efficiency - Through end-to-end media delivery, the video stream is sent directly
between Flash Player endpoints without routing through a central relay server.
•       Security – One end user (a “subscribing endpoint”) needs to specify a remote peer's ID. The
publishing peer must explicitly approve each direct subscribing peer. Communications over RTMFP are
always encrypted using AES 128-bit long keys.
•       Data prioritization – If the network is constrained, audio, video, and data may be transmitted at
different levels of priority.

10.4. How it Works
We are able to conduct cloud-based P2P multicasting with Flash through a combination of Flash Media
Enterprise Server (FMES) and our WebCaster software. FMES manages the streams and facilitates the
peer-assisted content delivery. RTMFP on the Flash Player requires a real-time connection to the Cirrus
service. (See Additional Resources for developer link). WebCaster software handles the interactions
between the video source and end users, including the provisioning of a specialized Flash player and the
management of the webcast event itself. The diagram below provides a high level reference
architecture for this process.




The video stream originates behind the firewall, but it streams on a P2P basis to both internal and
external end users, including mobile viewers on iPads. The stream passes from the enterprise out

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through the firewall, in RTMFP, to WebCaster and FMES in the cloud. FMES and WebCaster initiate a
P2P “network” of peered users on both sides of the firewall. The video streams back into the enterprise,
again in RTMFP, through the firewall, to the peer network that has been initiated amongst internal
users.

10.5. Managing Security
The idea of having a video stream pass out of, and then back into, the enterprise through open ports on
the firewall might cause some apprehension from a security perspective. However, security and stream
governance are built into the solution on multiple levels:
        RTMFP assigns a peer ID to each participant. These peer IDs are 256 bits long and are non-
         forgeable.
        Cirrus provides robust governance of the peering network. Users can only share the video
         stream with peers that are authorized by the server.
        FMES provides options for stream encryption.
        WebCaster provides LDAP integration to ensure that only authorized and authenticated users are
         able to view the stream.
        WebCaster provides auditable records of webcast event attendance and viewing.
        WebCaster enables segregating video viewers through subnet masking.

10.6. Using RTMFP

Flash Player has to connect to either a Cirrus or Flash Media Server service in order to use RTMFP. This
has to happen so it can get a “peer identifier,” which is a unique 256-bit random number. The peer
identifier establishes the communication between the peers. Two factors need to note:

•        Most corporate firewalls block UDP traffic completely. As a workaround for this scenario, one
can configure a Traversal Using Relays around NAT (TURN) proxy for RTMFP. It is also possible to
transition from RTMFP to RTMP or RTMP Tunneled (RTMPT).

•        Failover in the event of firewall blocking - Even when two clients can successfully connect to the
rendezvous service using RTMFP, they still may not be able to send media to one another. The
combination of firewalls can affect whether direct communication is possible. When a direct connection
is not possible, the recommended practice is to failover to centrally relayed media.




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11.        Pervasive Webcasting with OmniCaster
MediaPlatform now offers enterprises the unique ability to webcast to virtually any end user, regardless
of location or content distribution technology. We call this pervasive webcasting.
Webcasting in corporations and comparable organizations has grown increasingly challenging in the last
few years. While most information workers and managers now expect unimpeded access to video
content, devices and delivery technologies have proliferated. Your employees, customers and partners
expect to see your webcast presentations wherever they happen to be – inside or outside the firewall -
on multiple platforms and devices. The result is an uneven patchwork of webcast delivery that can be
frustrating for the audience as well as for the IT department that supports video in the enterprise.
MediaPlatform is now pioneering a new approach to webcast delivery that enables a pervasive delivery
of presentations across virtually any type of delivery scenario. This note explains how we approach
pervasive webcasting and ways that it might work for your particular webcasting needs.

11.1. The Challenging Enterprise Webcasting Universe
The mandate to deliver webcast presentations to everyone, everywhere on any kind of platform is not a
minor challenge for the IT department. An assortment of solutions have come online in recent years
that enable webcasts to reach many, though usually not all, audience members. The following table
summarizes the major delivery methods and their respective limitations.

Environment     Solution                             Strengths                               Challenges

Internet        Content Distribution Network         Huge public reach, economical charges Too many simultaneous viewers behind the
                                                     based on usage                        firewall will use up the bandwidth.
                (CDN) e.g. Akamai, Limelight

Internet        Peer-to-Peer (P2P)                   Large public reach, economical          Requires reasonable local Internet
                                                                                             connections

Internet        Unicast                              Low latency, little to no               Scalability challenges
                                                     implementation costs.

                                                                                                 Not future-proof
Intranet        Enterprise Content Distribution      Network efficient internal content
                                                                                                 Not easily expandable for
                Network (eCDN) e.g. Cisco ECDS,      distribution
                                                                                                  changes in the organizational
                Bluecoat
                                                                                                  structure or M&A.
                                                                                                 Costly to manage and maintain.
Intranet        IP Multicasting                      Network efficient internal content      If not already available, can be costly to
                                                     distribution                            setup and maintain.

Intranet        P2P Multicasting (e.g. Application   Network efficient internal content      Requires reasonable local Internet
                level multicast on with Adobe        distribution                            connections
                Flash Media Enterprise Server)

                                                         Network efficient internal
Intranet        WAN Acceleration (e.g. Riverbed)                                             Costly, not particularly flexible,
                                                          content distribution
                                                                                             typically cannot reach everywhere on
                                                         Leverages existing investment in
                                                                                             the network.
                                                          WAN Acceleration for video
Each solution to the video distribution challenge has its strengths, but no single solution can reach all
audience members – at least without a tremendous effort. Cost and time are the major obstacles to
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delivering webcast presentations to everyone. Multicasting and eCDN solutions tend to be expensive
and time-consuming to implement. Then, with the inevitable restructurings and mergers that occur in
the corporate world, the brittle setup of these solutions can be difficult to modify economically.



11.2. OmniCaster: the Pervasive Webcasting Solution
MediaPlatform’s solution to the challenges of delivering webcast presentations to all audience members
is to operate the webcast on an “overlay network,” an abstraction layer that leverages all necessary
distribution options when appropriate. This approach, which we call pervasive webcasting, uses a rule-
based IP address analysis to assign a compatible stream to each delivery technology dynamically. The
figure below provides a high level description of the process.
To illustrate how pervasive webcasting works, consider how you would efficiently webcast a
presentation to a dozen locations behind the firewall, some of which were multicast enabled, others of
which were accessible to an eCDN, and others that were unicast. You would need to reach people in the
public, as well as those on iOS devices. Using MediaPlatform’s OmniCast technology, you could reach
everyone in every location on every devic e. For example, for locations that lacked eCDN service, you
could use peer-to-peer webcasting from a cloud-based media server.
OmniCaster does not merely allow you to publish content to several distribution networks
simultaneously. OmniCaster allows you to define specific rules for how video is delivered to each zone
or location or LAN or IP range in your enterprise, reflecting the varying bandwidths and network policies
concerning breakout to the internet that exist in each zone.
In addition, OmniCaster allows you to manage a completely redundant video distribution architecture.
At any stage of the video lifecycle, from content creation to content consumption, we can manage a
fully redundant solution. If an encoder fails, your event will continue; if a server fails, your event will
continue; if your primary content distribution solution fails, your event will continue; if all of those
failures occur simultaneously, your event will continue.
Primary and backup encoders send their signals to primary and backup servers. If an encoder fails, both
the primary and backup servers are receiving signals from the remaining encoder. If one of the servers
fails, the remaining server is still receiving signals from both of the encoders. The servers deliver the
output to multiple distribution options: a primary and secondary multicast zone, a primary and backup
external CDN, a unicast primary and unicast backup, a peer network, etc. If one of these distribution
methods fails, our player will detect this and automatically switch to a backup stream or the stream
from another approved distribution method.
Not only is MediaPlatform the only solution that can offer redundancy at the encoder, server,
distribution and player levels, but we are the only solution that will allow you to define exactly how that
failover occurs, with different rules for different zones.

11.3. Advantages of Pervasive Webcasting
Pervasive webcasting from MediaPlatform offers enterprise webcasters a number of business and
technology advantages. These include the following:
   Cost Savings by leveraging existing solutions alongside modern cost-effective solutions.
   Unmatched audience reach

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   Reliability through redundancy in servers and encoders
   Adaptation to mergers, acquisitions and restructurings
   Futureproofing of video infrastructure




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12.     Multicast Fusion on the Adobe® Flash® Platform
In the spring of 2010, MediaPlatform began working closely with Adobe to implement the first real
world test of multicast fusion using Adobe® Flash® Media Enterprise Server 4 and our own WebCaster
enterprise webcasting tool. The breakthrough of this multicast fusion technology is its ability to
leverage both IP (Internet Protocol) multicast and application-level multicast to reach 100% of the users
on a network without the need for a costly and time-consuming network upgrade.
At the request of a long-time client, a Fortune 500 company, we tested this revolutionary multicasting
technology at their site with the kind of massive, global network infrastructure that made the process
challenging, but exactly the type of real world scenario needed to adequately test. In the process, we
developed the world’s first Multicast Fusion enabled Flash player. The successful test illustrated how
WebCaster and Multicast Fusion can transform the economics of enterprise video. It’s a true game
changer, with the potential to revolutionize
the next generation of corporate rich media.
The arrival of this technology couldn’t have
come at a better time. Just as shifts in worker
behaviors are driving increased video traffic
on budget-constrained corporate networks,
Multicast Fusion offers a solution that
eliminates the usual tradeoffs between video
consumption and network investment.

12.1. Multicast Fusion – The
      Decisive Innovation in
      Streaming Video
Multicast fusion is the second and decisive
wave of innovation that will enable
enterprises to stream video without
overtaxing their network infrastructures.
When online video first appeared on the
corporate scene, it could only be unicast, a
cumbersome process wherein a separate and
dedicated stream is delivered to each
destination. Unicast is a one-to-one
transmission between the client and the
server. The figure illustrates the inherent
limitations of unicast, in which just three
viewers of a 500 Kbps stream can shut down
a T1 connection to a remote office. As a result
of its potential to impair networks, most          Online video evolved from the critically inefficient unicastingto IP Multicasting.
                                                   However, IP Multicasting is costly and reliant on infrastructure investment. The
companies will simply not allow any unicast
                                                   new multicast fusion blends IP multicast with an innovative peer-assist
video.                                             multicast process, extending the reach of the multicast stream to 100% of users
                                                   without requiring network upgrades.
To solve the unicast problem, many
organizations turned to IP multicast, a
network technology that enables a video to stream just once to a node on a network and then is shared
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by all the viewers in that node, regardless of connection type or speed. IP multicast, though effective, is
entirely reliant on hardware upgrades, router configurations, and other network related factors, which
makes it difficult and costly to implement initially. Additionally, in most companies there are frequent
changes in network topologies, due to internal reorganizations or mergers and acquisitions, which
greatly complicate the maintenance effort needed to sustain IP multicast enablement. As a result, very
few companies have succeeded in IP multicast-enabling their entire network, which means at least
some, or even many, employees simply can’t get video.
Multicast fusion solves the cost and complexity challenges of IP multicast. By combining a new form of
multicast, which combines a peer-assisted model of video sharing and an IP multicast network, a video
stream can reach virtually everyone on the network using existing bandwidth and infrastructure.
Multicast fusion finally unlocks the full potential for video within the enterprise by combining IP and
application-level multicast to deliver enterprise-grade streaming media using the most efficient
algorithms within a dynamic self-optimizing topology.

12.2. The Significance of Multicast Fusion
Multicast fusion arrives at an opportune time. The use of online video is growing rapidly within
corporations. Industry data shows that video consumption inside the corporate firewall is growing at an
unprecedented rate, following consumer trends of the past few years. Approximately 12% of large
enterprises were generating more than 100 hours of video content per month in 2009, up from 9% in
2008. The number of corporations generating 25-100 hours of video jumped from 21% to 29% in the
same period.1 At that rate, a company could have amassed a 6,000-hour library of video since 2005! In
the consumer public, video as a percentage of Internet traffic is projected to reach 91% by 20142, with
corporate network traffic likely to mimic that consumer pattern. Gartner Research projects that 25% of
content that workers see in a day will be dominated by pictures, video, or audio by 2013.3
From an internal cost perspective,
multicast fusion enables corporations
to keep up with growing video usage
while cutting enterprise video expense
across several cost centers. IT
managers will appreciate it for the
ability to deliver the greatest level of
video service while minimizing the
need for additional media servers,
edge caching devices, eCDNs, and
WAN acceleration hardware. And by
having fewer physical servers to install
throughout the network, Flash®
Media® Server promises a shorter
deployment cycle than existing video streaming technologies and lower ongoing IT maintenance and
support costs.

1
    Interactive Media Strategies Executive Web Communications Survey, Q4 2009
2
    Cisco Visual Network Index 2009
3
    Gartner Data 2008

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Multicast fusion is also as valuable to media producers as it is to IT managers. Adobe® Flash® technology
is compatible with all operating systems, so corporations can now stream video to Macs, PCs, and Linux
machines with relative ease. It’s compatible across all popular browsers, making the video experience
seamless for users of Internet Explorer®, FireFox®, Chrome®, Safari®, and Opera®. Media producers will
no longer have to produce video in multiple streaming formats when a corporate video is intended for
both internal and external audiences, which is potentially a huge money and time saver.




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13.     MediaPlatform PrimeTime
MediaPlatform® PrimeTime is a browser-based media management solution and video portal designed
primarily for online video files. PrimeTime allows you to watch videos and share them with colleagues
in addition to being able to comment on and rate them. This section covers PrimeTime’s basic
features, including how to use the main interface. The manual also covers administration of PrimeTime,
including settings, workflows, users, and access privileges.
The PrimeTime user interface, shown below, gives you multiple options for finding, viewing, and
interacting with video content. You can search for content using keywords in the search box, select
from multiple content channels, or view videos according to the newest, top-rated, most viewed, or
featured content criteria. The interface contains an embedded video player that enables you to watch
videos you select from the content list without having to leave the interface. You can share, comment
on, rate, and tag videos in the interface as well.




13.1. User Role Types
Every PrimeTime user has a specific role, which is defined by the number of system features that
the user can access. Your system administrator may give different names to the roles than the
standard labels in PrimeTime, so we will not list specific role names here. However, there are three
core types of roles. You will have one of the three following levels of system privilege:
   -    Basic User – A Basic User can browse, view, search, comment on, share, and rate content. Basic

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         Users are not allowed to upload content.
    -    Content Creation User – A Content Creation User has the same rights as a Basic User, but can
         also upload content to the system.
    -    Content Management User – Can manage all content, including add/edit/delete content.
    -    Admin User – An Admin User has all the rights of a Basic and Content Creation user, but also has
         the ability to add and delete users, change user roles, and create new Admin Users. The Admin
         User can add, edit, or delete content assets and channels. The Admin User also has control over
         encoding and other system settings.



13.2. Playing Content
If the user clicks on an item in the Content List, the
content begins playing immediately in the player.
If the content is something other than audio and
video (e.g. webcast with slides) the information
will be displayed on the left and the preview image
will be a link to that content.


13.3. Searching
PrimeTime supports basic keyword searching.
Enter a word or series of words into the search field and PrimeTime will search for assets closely related
to the terms. If a channel is selected the search will be restricted to that channel.




13.4. Channels
Channels are groups of content that are customized for each organization. As shown
on the right, the Channel menu appears as a drop-down when you click on the .
Selecting a channel will display all of the assets in that channel in the Content list. If a
search is performed while a channel is selected the search will be restricted to that
channel. Depending on the particular configuration, Channels can have different look
and feels (skins).


13.5. Sharing Content
On the left side of the screen, PrimeTime has an embedded video player. Click on the         button in the
player. You will be presented with the video's description. Click        and the player will display the
two sharing options, as shown below. You can now copy and paste the email link into an email or
instant messenger. The recipient will be able to click on the link and watch the video. The second option
is that you can copy and paste the embed code for this video into an html page. If you use the embed
code, this player (with the overlays) will be embedded on the site or blog you choose.

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13.6. Commenting and Rating Content
Each video can have a list of comments associated with it. This is a great way to get feedback from
other users or to create a constructive conversation about the subject of the video. When you click on
the          button, the comments that other system users have made about the content will appear on
the interface.




To rate content, click on the stars under the player, as shown below. You can click from one to five
stars to give the content your rating.




13.7. Creating Content
Some PrimeTime users have the ability to create new content on the system. Not all users have this
privilege. If your user profile allows you to create content, you will see a    link at the top of the
interface. If you don’t see that link, it means you cannot create content. However, your system
administrator has the ability to give you content creation rights.
There are two ways to create content for the PrimeTime system:
     Upload – Adding previously recorded content files
     Capture – Using your webcam to create new video content and then adding it to PrimeTime




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                13.7.1. Capture Content with a Webcam
You have the ability to record a video
directly from your desktop using a
webcam and then uploading it into
PrimeTime. When you click on the
Capture Tab (under the Create link) the
screen shown below will appear. If you
have an active webcam on your system,
the interface will automatically show you
a preview image.




13.8. Assets in PrimeTime
PrimeTime Admin users will see a
list of all the assets in the system
on the Asset Tab, as shown at the
right. You can edit and delete
assets or, if there is an asset
approval workflow defined, mark
them as “approved” or “rejected”.
A Content Creating user who is not
an Admin will only be able to view
and have control over assets that
they have submitted.




                13.8.1. Asset Status
                                                        Assets can be searched for in the asset list as
                                                        well as filtered by their status. At the left is a
                                                        state diagram that shows the flow of an
                                                        asset’s status. Note that, depending on user
                                                        permissions, all states may not apply to a
                                                        particular asset.




                                                                         13.8.2. Edit Assets

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You can modify the assets in PrimeTime in the Asset Tab. When
you click on the next to an asset, the screen shown below will
appear. This is the same interface as you will find under
Advanced Options in the Create screen. See Upload Content. It
enables you to change the metadata, tags, add or delete
associated content such as attachments, and modify security
settings. You can also delete the asset by clicking on      .




                 13.8.3. Approve Assets
If approval is required before an asset can be published on PrimeTime, a newly created asset will have the
status of “Awaiting Approval.” The red “thumbs up” and “thumbs down,” as shown below.




       To approve the content, click     .
       To un-approve the content, click      .


13.9. PrimeTime User Management
The Users Tab, shown below, gives you control over the users of your PrimeTime system. You can add users,
delete them, or modify their Roles in this tab.




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               13.9.1. Departments
The Departments Tab, shown below, can be used to check on the usage by a department. On this tab,
you can set quotas or determine if a department is nearing (or over) its quota limit. Select a
Department to edit its name, adjust its quota, or to delete it.




               13.9.2. Roles
The Roles Tab, shown below, gives you control over the different roles you can assign to your
system users. A user’s role determines their level of access to content and their permissions to
create new content or serve as administrators.




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13.10. PrimeTime Channels
The Channel Tab, shown below, gives you the ability to add, edit, or delete channels. Channels are a
way to easily group content by subject. Administrators can create channels as they are needed and they
will show up in the Channel Selection box on the main PrimeTime interface.
There are two types of channels that you can create in PrimeTime:
       Public Channels – Content published on a public channel is open to everyone, without login
        required or any access restrictions.
       Private Channels – Content published on a private channel is viewable only to people with login
        credentials for the PrimeTime system (including those on an integrated LDAP). Additional access
        restrictions can also be applied.

PrimeTime channels can have sub-channels and even sub-sub-channels. One channel is the “parent”
while sub-channels are the “children.” This is important, as it has an impact on the public/private
channel setting. In the example shown below, the “Training” channel is a child of the “Employee”
channel. You can modify the parent-child channel relationships in the Channel Edit screen, described
below.




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Skins - You have the ability to create a “Skin,” or customized appearance, for each channel. To use a
skin, check the Use Skin box.




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14.     WebCaster Training
Based upon discovery obtained during our meetings and discussions, we would propose the following
training schedule:
                1. WebCaster Basic User Training (6 hours)
                2. WebCaster Basic Administrator Training (2 hours)
                3. WebCaster Live Training (8 hours)
MediaPlatform training places your staff in intensive small-group sessions with senior MediaPlatform
engineers. Instructors have a minimum of five years of experience training customers on the use of
MediaPlatform software. Training is designed to allow staff to use MediaPlatform software immediately
without additional technical support.
The following describes MediaPlatform Training Curriculum. Additional training services agreements can
be arranged based on your needs.


WebCaster Basic User Training
Course Length: 6 hours
Number of participants allowed: 5 participants
Course Objectives:
       Log on to Mediaplatform
       Access and upload digital assets into the Asset Manager
       Create and deploy a VoD or Live project using the New Project Wizard
       View project statistics
       Customize templates using the Template Editor (Titan)
       Create and deploy a VoD presentation using MediaPlatform Studio


MediaPlatform Basic Administrator Training
Course Length: 2 hours
Number of participants allowed: 5 participants
Course Objectives:
       Create and manage user accounts and permissions in the Account Manager
       Manage requirements (set “sniffer” options)
       Create and manage deployment




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MediaPlatform VOD Training Synchronize
Course Length: 4 hours
Number of participants allowed: 5 participants
Course Objectives:
       Log on to MediaPlatform
       Access and upload digital assets into the Asset Manager
       Deploy a VoD presentation to the CDN
       View statistics for a VoD presentation
       Customize templates using the Template Editor (Titan)


WebCaster Live Training
Course Length: 8 hours
Number of participants allowed: 5 participants
Course Objectives:
       Make informed decisions about what type of live event best fits their needs: Teleconference,
        Video Synchronized, Realtime, Event File, Archive
       Create a template for live broadcast using the Template Editor
       Set up an encoding profile
       Start and end a live event
       Use Live Logic to change Lobby states
       Use the Live Editor to manage PowerPoints and create Poll/Survey questions on the fly
       Administer a Question and Answer (Q&A) session
       Create an archive version of a live event


WebCaster Advanced Topics Training
Course Length: 8 hours
Number of participants allowed: 5 participants
Course Objectives:
       Use both common and advanced components to build sophisticated event pages
       Use behaviors to create common component interactions
       Create logic states for a Lobby page
        Use multiple datarecords as a method of data management

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WebCaster Advanced Systems Administrator Training
Course Length: 1 day
Number of participants allowed: 5 participants
Course Objectives:
       Learn about intricacies of WebCaster system architecture
       Determine appropriate methods for monitoring and maintaining WebCaster Enterprise system
       Discuss best practices for maintaining system up-time and minimizing server outages
       Create and manage video/audio transcoding settings
       Discuss the reporting metrics
       Discussion of system architecture and the ways that it integrates with existing systems




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15.    Client References

Alan Friedlander
Director of Audio/Visual Production
The Dow Chemical Company
AFriedlander@dow.com
+1.215.592.3220


Colin Evans
Streaming Communications
Motorola Mobility
ace015@motorola.com
+1.847.523.0009


David Boyll
Director, Digital Media Technology
Oracle Corporation
david.boyll@oracle.com
+1.650.506.1972




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16.    Appendix – Standard WebCaster Viewer Pages


16.1. VIDEO (4x3) Themes
Name: 2000 Theme




Name: 2000-C Certificate Theme




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Name: 2000-Chat Theme




Name: 3000 Theme




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Name: 3010 Theme




Name: 4001 Theme




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Name: 4002 Theme




Name: 4010 Theme




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16.2. VIDEO (16x9) Themes
Name: 3000-WS Theme




Name: 3010-WS Theme




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Name: 4019-WS Theme




16.3.    AUDIO Themes
Name: 2050 Theme




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Name: 4050 Theme




Name: 5051 Theme




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