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CITC Opening Keynote - Vision for Content in the Cloud
Geng Lin, Ph.D.CTO, Cisco-IBM Alliance
Cisco [email protected]
CONTENT IN THE CLOUDDCIA Conference within CES
2011.01.07
Cisco-IBM Alliance – Business Overview
Prominent Demo Center Locations
Major Technology Solutions• Data Center & Cloud Computing• Business Video• Unified Communications and
Collaboration• Business SoftwareMajor Industry Solutions
• Banking and Insurance• Retail• Public Sector• Energy & Utilities• Media & Entertainment
Develop, Sell Joint Cisco-IBM Solutions WorldwideManage Cisco-IBM business relationshipMulti-Billion Dollar RevenuesTotal Demo Center Labs 300+
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Technology and market forces are impacting the landscape of content industry around the world, requiring the transformation of
the industry business models
Integration of rich-media content into business process to improve business performance and operational efficiency
Global Internet as a platform for both content delivery and content creation
Digitalization of premium media content
New and disruptive technologies – social networking, behavior targeting, intelligent analytics
Cloud-based business model… simplification of content industry value chain
Proliferation of end devices – anytime, anywhere content consumption
Industry pressures
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Television
Cinem
a/Film
Radio
Music
Telephony
Video Film Sound Data Sound Voice
It Disrupts Today’s Entertainment Content Value Chain
Global Internet
Cloud Model
$$$$$$ $
TV, Film, Music, Print …Digital
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It Creates New Category of ContentThe Emergence of Business-Class Content
Content value
PremiumEntertainment Content
Content volume
User Generated Content
Business-Class Video Content
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Leading Industries with Strong Business-Class Video Content Affinity
Digital Marketing
Education
Healthcare
Retail
Public Safety
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Business Video Content Trends*
• Business Video content has doubled from two years ago and is expected to double again one year from now
• Education sector has the highest current percentage of video traffic• Manufacturing expects the sharpest increase over the next two years
Median Percent of Total Network Traffic That Is Video by Industry
*Business Video Study, Cisco Systems, November 2008
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Finance Retail Manufacturing Education Other
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A cloud-based solution can reduce cycle time/cost of content creation and distribution for business digital marketing, and increase business value
Collabora-tive content
creation
Content storage/
aggregation
Content transcription
/ tagging
Content interactivity / activation
Content transcoding / distribution
Performance tracking
Search tags:greysuit formal
Search tags:greysuitformalslim-fitworkinterview
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Example use case: collaborative production and distribution of online video ads for men’s suits by a retail clothing store
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Collaborative video sharing / live editing tools reduces production cycle and costs
Cloud-hosted datacenters to host / store videos and tools
Intelligent SW updates tags on videos with most recently used search terms
Interactive video tools enable customer to click on shirt, tie, or suit to get info, price, etc.
Automatic formatting of video (e.g., size, resolution, type) expedites distribution
Analytics correlates video ad views with sales to identify best practices and areas of weakness
Case Study: Digital Marketing. Source: McKinsey, 2010
Target customer markets: Medium / large enterprise digital marketing groups and advertising agencies Estimated TAM $3.5 Bn by 2013
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Cloud-based video content solutionand its extension to media industries
Cloud-hosted data-center HW, SW and network equipment
Intelligent HW / SW tools for content tagging, transcription
Tools to embed links in content for advanced interactivity
Automated media content formatting / conversion tools
Analytic tools to track media downloads / traffic
Hosted cloud solutionEnd-point devices
Content aggregation/
storage
Content transcription/
tagging
Content interactivity/
activation
Content transcoding/ distribution
Performance tracking
HW / SW for video capture, editing, and collaboration
Performance tracking and integration with sales measurement
User search cookie analytics tools for search engine opt.
Additional vertical/horizontal-specific platform capabilities
Digital marketingNew media & entertainment
Education / Training
TV, PC, tablets, and mobile phones
HW / SW for creation, editing, and collaboration of education content
Tools to normalize tags / metadata across media
Tools to transcode content to mobile device form factors
Feasibility Study
SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
Tools to normalize tags / metadata across media
Performance tracking and integration with backend systems
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Cloud-based video content solutionand its extension to vertical industries
▪ IP-camera arrays▪ Network routing /
infrastructure
Datacenter HW / SW Console to control /
access all devices
Hosted cloud solution
▪ SW for real-time analytics
▪ Automated alerts
▪ Advanced analytics to identify / store behavior patterns
IP video camera
network and routing
Video feed aggregation / centralized
storage
Real time monitoring / auto-alerts
Advanced analytics and intelligence
Distributed video storage and analytics
▪ Local storage (NVR) and basic analytics
▪ Local compression and encryption
Public safety Retail Healthcare
Transcoding and transrating to send alerts to multiple devices
POS data analytics to assess customer shopping behavior
Medical imaging devices and doctor end points
Additional vertical / horizontal-specific platform capabilities
Additional motion sensors, alarms, RFID tags
Pattern and license plate recognition to identify suspicious activities / vehicles
Customer slip / fall notification for liability purposes
Recording of credit card transactions as mandated by PCI guidelines
Clinic decision systems and patient care improvement
Feasibility Study
Patent medical records per HIPA compliance
SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
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▪ Video production HW / SW▪ SW for image / video editing, HW
and SW for real-time collaboration
▪ Cloud-hosted datacenter HW, SW and network equipment
▪ Intelligent content tagging and transcription HW / SW tools
▪ User search analytics tools
▪ SW / video tools to program and embed links in content, advanced interactivity
▪ Video format conversion tools▪ Automated distribution tools
▪ Analytics tools to track video downloads / traffic, and correlate to business performance (sales)
Public / private hosted cloud
Collaborative content creation
Content storage/
aggregation
Content transcription /
tagging
Content activation
Content transcoding / distribution
Performance tracking
Business Integration &Solutions consulting
Content in the Cloud – Transforming the Content Life CycleArchitecture Plays by Cisco and IBM
IBM
Cisco
Cisco + IBM
Cisco + 3rd party
▪ Cisco would provide SW and HW for collaboration, tagging, activation , data center and storage, and content distribution
▪ IBM would provide SW tools for content management, analytics, tagging, activation and performance tracking, and HW for data center and storage, and solutions consulting services
▪ Ecosystem partners would provide end device, network, content distribution, and SW tools for content editing, DRM management, and vertical business applications
SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
Thank You!
2011.01.07 12
