Is the Internet ready
for Multimedia?
Alexander Clemm
Cisco Systems
alex@cisco.com
MMNS 2002 Panel
October 8, 2002
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Is the Internet ready for multimedia?
• Internet
“The” Internet
Internet technology  focus here
• Multimedia
Media
Multiple (concurrent) media
(a.k.a. convergent networks)
Multimedia
Several communications media
(voice, video, text, graphics)
At least one discrete, one continuous
Interactivity, non-linearity
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Is the Internet ready for multimedia?
Technology ready
“Does it work”
Deployment ready
“Does it REALLY work?”
“Are you ready?”
Operations ready
“Can you run it?”
A. Clemm; MMNS 02 panel
Business ready
“Can you make money with it?”
© 2002, Cisco Systems, Inc. All rights reserved.
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Media
• Text, graphics, “data”
• Voice (&fax)
• Video
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media - text, graphics
• Technology ready:
• Deployment ready: WWW
• Business ready: e-business, .com, file sharing
• Operations ready: ISPs, IDCs
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media - voice
• Technology ready:
Great strides in control and signaling
H.323, SIP, Megaco/MGCP
DSP technology
QoS, RTP, bandwidth allocation, diffserv, etc.
• Deployment ready:
Many IP phones, many VoIP ports shipped
Many VoIP/PSTN gateways shipped
Getting there: Unified Messaging
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media – voice / business readiness
• Traditional telephony business models
• Areas for further work
More creative new services, business models
Voice and data
–You’ve got mail
–Unified messaging
Voice and Multimedia
–E-learning
–E-gaming
Managed services: Accounting of management operations
• Other
Internet radio
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media – voice / operations readiness
• IP PBX
Well understood, nothing really new
• Managed services
Still new
Aspects to think about
“Shared” management
Security, Accounting
How to define an SLA
CNM; linking of Web portals and OSS, CRM
• Class 4/5, PSTN replacement
Well understood
Trick is how to deal with distribution
Virtual switches, zones, dial plan management…
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media – voice / operations readiness
• Areas for improvement
Managed services
Aspects such as SLAs, management accounting
beyond the service itself
Management standardization
Standard technology MIBs
Standard service-level management; examples:
–Standard dial plan management
–Standard zone management
Improved manageability
Enhancing control + self-management capabilities
Controllers as management proxies
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Simplifying management operations
Controllers acting as mgt proxies
Mgt
system
Mgt
system
Managed as system
(simple)
Internal mgt. comm.
Managed as
network (complex)
Agent
GW
GW
Agent
Controller
GW
Agent
Controller
Agent
GW
Agent
GW
GW
• Controller to act as management proxy
• Conceptually more centralized model
• Less synchronization, coordination, scale issues
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
10
Media - video
• Technology ready
MPEG-2, MPEG-4
High-speed routing, data transmission
• Deployment ready
Digital cameras, camcorders
ETTx
Areas for improvement:
Usability
Accounting models
Bandwidth
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Media - video
• Business ready
Traditional business models
Video distribution – residential
Video distribution – broadcast networks
Video conferencing, video PBX
As simple as calling via telephone
Might accelerate network convergence / multimedia over
Internet
Video e-mail
Digital TIVO-type services
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
12
Media – video / operations readiness
• Much is well understood
• Areas for improvement:
SLAs
Management standardization
Technology MIBs
Standard service-level management
Improved manageability
Enhancing control + self-management capabilities
Controllers as management proxies
Video content management
Indexing, distribution
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Multiple media–
a.k.a. “converged networks”
• Technology ready
IP as “network of networks”
• Deployment ready
Converged networks
Critical items:
Resource contention
Resource allocation schemes
Service interaction
• Business ready
All the goodness of individual media, PLUS:
One network vs. multiple networks
Major value proposition and selling point!
Service Bundles– greater marketing flexibility
Upsell capabilities – same network, new revenue sources
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
14
Multiple / operations readiness
• Simplified operations
One network vs. multiple networks
• Areas for improvement:
Definition of cross-service SLAs
Service guarantees, oversubscription,
trading off between services
Creation of new services (or service bundles)
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
15
Multiple / operations readiness
• Areas for improvement (continued):
Isolation of services for management purposes –
dealing with service interaction
Address as part of configuration management +
provisioning
Resources must be claimed for the services that are
provisioned over them
Requires management resource allocation schemes,
enforcement schemes
Recognizing service feature interaction
Modularity of service management offerings
Integration of individual service managers
Modularity of monolithic applications
Management standardization
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Multimedia
• Questions
Business models
E-Learning
Gaming
?
SLA definition
Multimedia-QoS (QoS beyond jitter, delay, throughput)
Accounting
Duration based
Flat rate
What is a “call”
Management standardization
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
17
So, is the Internet ready for multimedia?
It depends
Many pieces are there
At least ready to get started
A. Clemm; MMNS 02 panel
© 2002, Cisco Systems, Inc. All rights reserved.
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Presentation_ID
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