33210858 BGT 1002 Introduction to Digital Media Systems

7/30/2019 33210858 BGT 1002 Introduction to Digital Media Systems

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2008, Cisco Systems, Inc. All rights reserved.GT-1002

2008 Cisco Systems, Inc. All rights reserved. Cisco PublicBGT-1002 2

Introduction to DigitalMedia

BGT-1002


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2008 Cisco Systems, Inc. All rights reserved. Cisco Public 3BGT-1002

Media to Gain Attention Then


Media to Gain Attention - Now


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Media in the Home - Then


Media in the Home - Now


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Mobile Media - Then


Mobile Media - Now


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Agenda

Digital Media in Business

Cisco Digital Media Solution Architecture

Content Considerations

Deployment Models

Summary


Digital Media inBusiness


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Video TransformationTop Business Benefits Today*

*Video in the Enterprise: A Snapshot of Current and Planned Adoption, IDC, January 2008.

Cost Savings Collaboration

CustomerSatisfaction

Culture andBranding

Strategic

Differentiation

Training

Global

Interactions

Pervasive

Real-Time

Green

Ecosystem

Processes

Travel

Meetings


Point-to-Point Point-to-Multipoint

TelePresence

Viewing Stored/LiveDigital Media

Interactive DesktopCollaboration

UniDirectional

BiDirectional

Trade Offs

1. Quality

2. Bandwidth

3. Cost

There Are Different Video Applicationsand Different Delivery Models

VideoSurveillance

Interactivity

Audience

Low

HighLow

High


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WebConferencing

CiscoTelePresence

Business Use of VideoDelivering an Intelligent, Converged Environment for Video

DesktopVideo

Streaming

VideoSurveillance

DigitalSignage

Network is the Platform


Cisco Digital Media System

A Comprehensive Suite of Digital Signage, Enterprise TV and Desktop Video Applications

Comprehensive: Suite of digital signage, Enterprise TV and desktopvideo, managed from a single platform

Scalable: To thousands of users and digital displays

Network-Centric: For optimal, intelligent media content delivery


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Pillars of a Full Digital Media Solution

Intellectual Property Management and Protection

Accounting and Billing

ContentCreation

andIngest

1

ContentMgmt.

2

ContentDelivery

3

ContentAccess

4


Cisco Digital MediaSolution Architecture


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Cisco Digital Media System Architecture

Unicast orMulticast WAN

Media

Capture/Creation

Media

Access

3rd PartyContent Provider/Creative Agency

Media

ManagementContent Author

Network Administrator

Cisco DigitalMedia Manager

Caching/Pre-

Positioning,Live Streaming

Cisco Digital MediaEncoders

Multicast-EnabledWAN: Satellite

CiscoNM-VSAT forthe Integrated

Services

CiscoWAEs

Cisco Video Portal

Corporate Offices,At-Home Desktop Users

Media Delivery

and Distribution

On-Premise,Remote Location

Cisco Digital MediaPlayers

Scientific-Atlanta Encoders


Cisco Desktop Video: Overview

Digital MediaEncoder 1000

Digital MediaEncoder 2000

Video Portal

Enables digital media creation, management, and access forrelevant, direct communications over the Web to usersanywhere,

anytime

Digital Media Manager


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Desktop Video Drivers

Initiatives

CorporateCommunications

CEO Messaging Company events and employee communications

E-Learning/Training/InformationSharing

Corporate Training / Education Human resources

Directed information sharing

Sales/Marketing/CustomerSatisfaction

Facilitates improved customer experience


Desktop Video ServicesSystem Architecture

DME Encoder

Any StreamingServer Any

Video

Video Portal

ACNS

Video Files orLive Stream URIFTP, SCP, SFTP)

XML Metadata File(FTP, SCP, SFTP)End User


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Cisco Digital Signage: Overview

A comprehensive solution for flexible and centralised managementand publishing of digital media to networked, on-premise digital

signage displays

SA Encoders Digital MediaPlayers



Digital Signage Drivers

External Internal

Sales/Marketing/CustomerSatisfaction

Promotional/Advertising

Enhanced Customer Experience

Reduced perceived wait times

CorporateCommunications

Corporate Messaging Internal communications

Training Informational communications Remote Training

InformationSharing

Directional signage

Emergency Messaging


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Digital Signage Architecture

Signaling andControl

CDM

ROOT WAE

EdgeWAE

EdgeWAE

ACNSAPIs

Site #1

Site #N

Cisco DMP

CiscoDMP

Cisco DMP

Cisco DMP

Cisco DMP

Content Store

Digital MediaManager

Data Centre

IP Intranet


Cisco Enterprise TV: Overview

An interactive application enabling organisations to deliveron-demand video and broadcast live TV channels over an

IP network to digital displays

SA Encoders Digital Media Players

Enterprise TV leverages the same hardware platform as Digital Signage



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Cisco Enterprise TV

Network as the Platform

Digital Media Player Digital Media Manager


Enterprise TV Architecture

CDM

ROOT WAE

Edge

WAE

ACNSAPIs

ETVFrontend Portal ,

Signaling andControl

Analog or DigitalVideo from

Cable Providers

Internet

Live Encoder

EPGDownload (FTP)

Cisco DMP

RemoteLocation

VoD Content Store

Digital MediaManager

Data Centre

IP Intranet


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ContentConsiderations


Content Considerations

VideoTextGraphicsAnimations

DMS


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VideoResolutions

Format NTSC-based PAL-based

SQCIF 128 96

QCIF 176 120 176 144

QCIF+ 176 220 176 220

CIF 352 240 352 2882CIF 704 240 704 288

4CIF 704 480 704 576

9CIF 1056 720 1056 864

16CIF 1408 960 1408 1152

CIF Formats


VideoCODECs (CODe/DECode)

ApplicationApplication BandwidthBandwidth

MPEG1 VCR 0.5 to 1.5Mbps

MPEG2 VCR-HDTV 1.5 to 20Mbps

MPEG4 P.2 Internet-VCR 64Kbps to 4Mbps

H.261 Video Conferencing N x 64Kbps

H.263 Video Conferencing 32Kbps to 2Mbps

H.263+ Internet 24-64Kbps

H.264 AVC Internet-HDTV 500Kbps to 12Mbps

H.264/M 3G Mobile 64-128Kbps

MPEG4 P.10 Internet-HDTV 500Kbps to 12Mpbs

Microsoft Internet-HDTV 128Kbps to 15Mbps

Real Internet-HDTV 64Kbps to 8Mbps

IT

U

MotionPictures

ExpertGroup

Sorenson Internet-DVD 128Kbps to 15Mbps


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Deployment Models


Live Video on Unicast Network

Separate stream foreach client acrossthe WAN

Sum of all clients mustbe less than WAN bandwidth

Not practical on anythingbut optical infrastructure

VideoServer

Encoder

UnicastWAN

All Requests


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Live Video on Multicast Network

Multicast enabledLAN and WAN

Requires event planningand administration

Publisher

Single Multicast StreamReplicated by WAN Network

Single Multicast StreamReplicated by LAN Network

Encoder

MulticastWAN


Video ArchitectureLive Unicast Stream Splitting

WAAS Integration forStream Splitting

Overcomes WANbandwidth bottleneck

Only solution for adhocInternet streaming

Easy to administer since

no event planning Requires WAE capacity

planning

Splitters

Live Unicast Stream

Multiple Unicast Streams(One per User)

UnicastWAN

Publisher Encoder


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Video ArchitectureLive Hybrid Unicast to Multicast

Multicast enabledLAN only

Multicast islands requireseparate RendezvousPoint (RP)

Auto-RP

Bootstrap router

Anycast RP

WAE scales to manysimultaneous programs

Requires event planningand administration

Live Unicast Stream

Single Multicast StreamReplicated by Network

Splitters

UnicastWAN

Publisher Encoder


Video ArchitectureVideo on Demand on a Non-Optimised Network

Separate streamfor each client acrossthe WAN

Sum of all clients mustbe less than WANbandwidth

Expect < 5% of clientsnormally

VoD is like live

Announced VoD

Compliance training deadline

VideoServer

www

First Request

Subsequent Requests

Internetor WAN


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CDM

Video ArchitectureVideo on Demand Pre-Positioned

Streamed bandwidthmay be greater WANbandwidth

Extreme quality capable

Edge WAE mirrorscontents ofvideo server

Video files securely andcontrollably distributed

Video

Server

www Root

Pre-Positioning

All Requests

Internetor WAN


DMS Examples


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Cisco on CiscoNews@Cisco Corporate Newsroom

Over 13.8 million uniquevisitorsglobal

Downloaded by: press,analysts, partners, customers,instructors, investors, employees

500+ videos available

Topics include: businesshighlights, product demos,customer testimonials, etc.

2+ million streams per year

32,000+ downloads per year

http://newsroom.cisco.comBrought to You by the Cisco Digital Media System

Cisco has taken aggressive steps to use video internally for marketing, PR, executive communications, e-learning, andfield training. Cisco Digital Media System is a pivotal foundation for us to be able to effectively deliver digitalmedia across the enterprise.

Dan Scheinman, SVP and GM, Media Solutions Group


Norsk TippingReal-Time Communications and Marketing Official Norwegian lottery founded in 1949

Challenge:

Tremendous costs around paper distributionto 4500 retail locations

Implemented Cisco Digital Signage acrossall locations for more efficient:

Marketing and promotions to customers

Communication around results, odds

Benefits:

Driving product up-sell/cross-sell

Eliminated paper waste

Faster customer communications

ROI analysis of sales

With its flexibility and scalability, the Cisco Digital Media system is helping us strengthen our brand, increase sales, make itmore attractive for retailers to sellour products, and maintain customer confidence.

Stein Onsrud, Technology Advisor, NorskTipping AS


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Summary


Summary

Video provides an opportunity to transform Businessas we know it

Network is the Platform

Ingest, Manage, Distribute and Access

Content is the key driver of the solution architecture


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Q and A


World of Solutions Demos

Nexus Range of Switches

Unified Communications Manager, Unity & MeetingPlace 7.0

Cisco Contact Centre Express 7.0

Cisco Wireless & Cisco Motion

Cisco and Ironport Security Cisco ASR and Triple Play solutions with FTTx and Cisco IPTV

Infiniband and Virtual Blade Switches

Continue your Cisco Networkers learning experience byvisiting the following Demos located in the World ofSolutions


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Meet the Expert Make the most of your time at Cisco Networkers by

meeting one-on-one with a Cisco Expert. This is aninvaluable opportunity so dont miss out!

Visit the Meeting Centre in the World of Solutions toselect your topic of interest, your preferred expert in thatfield and to set up a specific time to meet onsite.


Complete Your OnlineSession Evaluation

Win fabulous prizes by givingus your feedback!

Go to the Internet stationslocated throughout theConvention Centre to completeyour session evaluation.


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33210858 BGT 1002 Introduction to Digital Media Systems

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