© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 1

Cisco on CiscoStreaming Video

Seminar

Mike Mitchell, Rich Media CommunicationsBob Scarbrough, Cisco on Cisco

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Streaming Video Seminar Agenda

Overview

Facilities

Organization

Technologies

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Cisco Communication Challenge

Cisco comprises:– 50,000 employees, 400 offices, 80 countries,

26 different time zones, more than 50 languages– 26,000 contract employees– 35,000 channel partners – Four main lines of business: Service Provider,

Enterprise, Commercial, Consumer– 34 engineering business units with 14

product divisions– 14,000 engineers in 46 countries– Nine manufacturing divisions

(12 annual initiatives) comprising 34 teams– Nine technology divisions

© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicCoC_IT_Case_Study 4

Cisco Communication Challenge (cont.)

Cisco product line25,000 SKU numbers1 to 2 new products introduced per week

Cisco programs and initiatives20 annual marketing campaigns8 to 10 strategic initiatives and dozens of projectsApproximately 20 sales programsFive HR initiatives per year

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Video Video ConferencingConferencing

Audio Audio ConferencingConferencing

Web Web ConferencingConferencing

Rich Media Communication Solutions

Real-time video delivered to user desktops

Interactivity via the question function

Video synced with slides and transcripts

Available anytime, anywhere

Real-time video to facilitate live meetings and information exchange

Real-time information exchange and near real-time file sharing

Audio over the network to enable audio conferencing, IP telephony, and audio on demand

Live Video/Live Video/TVTV

Video on Video on DemandDemand

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Cisco TelePresence 10001:1 and Executive Applications

Four seats at the virtual table

Two seats per side

Works within smaller, existing environments

Streamlined design

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Cisco TelePresence 3000Large Team Meetings

Twelve seats at the virtual table

Six seats per side

Purpose-built room

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Cisco TV and Video on Demand (VoD)

Strategic/Executive to Tactical/Process

40–60 new live events per month300–400 new VoDs per month Four studios (San Jose; London ;, Raleigh, North Carolina; and Sydney)Dozens of self-service VoD stations worldwide; more than 10,000 laptop cameras deployedCEO John Chambers has personal mini-studio in San Jose headquarters building

Desktop with Webcam

VoD WorkstationGlobal RMC Studios for Live and VoD Broadcasts

Reference Points

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Live Broadcasts

40 to 60 live broadcasts per month; average 250 viewers per broadcastUsed for executive communications, product introductions, training, competitive updates, and moreHosted in a Cisco studio or other venueCan feature multiple presenters and presentationsCan solicit live Q&As from event viewersDelivered internally and externallyStudios used for live broadcasts andVoD production

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Live BroadcastsHigh impactReal-time nature underscores the importance or timeliness of a message and drives audience attendance.

Global reach for anywhere, anytime viewingEvery live broadcast also becomes a VoD so viewers can watch anytime, anywhere.

InteractivityViewers can ask questions using a web interface. All presenters receive a list of viewer questions after the broadcast.

Appropriate for large audiencesIdeal for audiences with more than 50 attendees.

MetricsViewers can be surveyed and tracked after the broadcast.

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Video on Demand

300 to 400 modules created per monthCreated from live events or independentlyCan include multiple presenters and presentationsIdeal for viewers who cannot attend a live eventDelivered internally and externally

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Return on Investment

Hundreds of Millions

CorporateCommunications

Learning andAlignment

Business Performance

Live video eventsVideoconferencing

Web communicationVideo on demand

Today1997 2000 2003

$47 Million $149 Million

Util

izat

ion

Business Impact

Evolution, Not Revolution Wave 3—BCS:Enabler of mission-critical

process transformation

• Access to virtual experts

• New product rollouts• Increased sales

productivity• Regulatory

compliance• Research and

development• Supply-chain

management• Customer

technical support

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Facilities

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Studio Locations Worldwide

RMC Studio Facilities, Cisco TV, and VoD

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Large Studio

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Small Studio

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Self-Provisioned VoD Authoring

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Remote Broadcasts – IP Backhaul

CiscoTV

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Encoders and Servers

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Organization

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Overall Organization

Rich Media Communications

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Client Services

Rich Media Communications

Promotes use of rich media applications, including live event and VoD production Identifies business processes that can be improved by using rich media applicationsMonitors and evaluates rich media usageat Cisco

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Production Services

Rich Media Communications

Handles production requests for live events and VoDsEvaluates production requirements and coordinates resourcesWorks with clients and studio services to plan and produce eventsSets policies and procedures for live event and VoD production and deploymentManages external video production and VoD processing vendors

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Studio Services

Rich Media Communications

Plans, provisions, and maintains all studio systems, including general infrastructure, A/V gear, control systems, encoders, and publishing systemsWorks with IT Rich Media Services team to plan and implement new technologies and standardsProvides direct systems support for live event and VoD productions

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Rich Media Services

Plans, provisions, and supports all underlying network and systems infrastructureWorks with other IT organizations to ensure rich media applications are integral to the overall IT architectureProvides Tier 2 and Tier 3 client support for rich media applications

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Technologies

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Cisco Digital Media System

Cisco Video PortalDigital Media Encoder 1000

Digital Media Encoder 2000

MediaDelivery

MediaManagement

MediaCreation

Digital Media Player

Digital Media Manager

Video Portal Enabler

Digital Signage Enabler

One integrated platform for desktop video and digital signage

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Unicast or Multicast WAN

Cisco Video Portal

Media Creation

MediaAccess

Third-Party Content Provider or

Creative Agency

Media ManagementContent Author

Network Admin

Cisco Digital Media Manager

Corporate Offices, At-home Desktop Users

Caching/Pre-positioning,

Live Streaming

Digital Media Encoders

On-premise,Remote locationIn-house Creation

Multicast-enabled WAN: Satellite

Outsourced Content

Cisco Digital Media Players

Cisco VSAT NM and ISR

CiscoWAE

Cisco Digital Media System—Product Portfolio Overview

Media Distribution

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Portal and Content

Replication

Cisco Digital Media System—Integration into the Network

WAE Series

WAE Series

Data Center

Web and/or Video servers

Root WAEWAE Series

Central Distribution Manager (CDM)

Content Routers

Branch Office

IOS Router with WCCP

Video Encoder

WAE Series

WAE Series

Digital MediaManager

Appliance

Portal and Content

ReplicationContentAuthor

NetworkAdministrator

Portal and Content

Replication

EndUsers

Digital Media

Encoder

SiSiWAN

Video Portal Appliance

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VPN Unicast Support

Remote access VPN links cannot support multicast; the VPN concentrator splits the multicast traffic into live unicast streams sent along individual secure VPN tunnels across the Internet.

Internet

VPNConcentrator

IPsec VPNTunnels

Live UnicastSplitting

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VoD On-Demand Access

Tier 1: San Jose and RTP

Management, routing, and acquisition

Tier 2: 13 major sitesContent distribution and serving

Tier 3: All other sitesEdge caching and limited prepositioning

CE-7325 CE-7325

CE-565 CE-565 CE-565

Tier 2 Sites (13)

Full Prepositioning

Tier 3 Sites (230+)

Transparently Cached Content

Tier 1 Core Equipment

San Jose or RTP Campus

CE-565CE-565

CE-7305

CE-565

Root CEs

Content EngineContent Distribution Manager

Origin ServerContent Router

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