CONTENT IN THE CLOUD
DCIA Conference within CES
CITC Opening Keynote Vision for Content in the Cloud
Geng Lin, Ph.D.
CTO, Cisco-IBM Alliance
Cisco Systems
gelin@cisco.com
2011.01.07
Cisco-IBM Alliance – Business Overview
Develop, Sell Joint Cisco-IBM Solutions Worldwide
Manage Cisco-IBM business relationship
Multi-Billion Dollar Revenues
Total Demo Center Labs 300+
Major Industry Solutions
• Banking and Insurance
• Retail
• Public Sector
• Energy & Utilities
• Media & Entertainment
Major Technology Solutions
• Data Center & Cloud Computing
• Business Video
• Unified Communications and
Collaboration
• Business Software
Prominent Demo Center
Locations
2
Technology and market forces are impacting the landscape of
content industry around the world, requiring the transformation of
the industry business models
Cloud-based business
model… simplification
of content industry
value chain
Global Internet as a
platform for both
content delivery and
content creation
Digitalization of
premium media
content
Proliferation of end
devices – anytime,
anywhere content
consumption
3
Industry
pressures
New and disruptive
technologies – social
networking, behavior
targeting, intelligent
analytics
Integration of richmedia content into
business process to
improve business
performance and
operational efficiency
It Disrupts Today’s Entertainment Content Value Chain
Radio
Sound
Voice
Telephony
Cinema/Film
Digital
Data
Music
Sound
Print
Film
Television
TV, Film, Music, Print …
Video
$
$$$
Global Internet
Cloud Model
4
It Creates New Category of Content
The Emergence of Business-Class Content
Content value
Premium
Entertainment
Content
Business-Class
Video Content
User Generated
Content
Content volume
5
Leading Industries with Strong Business-Class Video
Content Affinity
 Digital
Marketing
 Education
 Healthcare
 Retail
 Public
6
Safety
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
35
Two Years Ago
Median Percent of
Total Network
Traffic That Is
Video by Industry
30
Last Year
Current
25
Expected in One Year
Expected in Two Years
20
15
10
5
0
Finance
Retail
N=47
N=31
Manufacturing
N=41
Education
Other
N=40
N=42
N=201
7
*Business Video Study, Cisco Systems, November 2008
Case Study: Digital Marketing. Source: McKinsey, 2010
A cloud-based solution can reduce cycle time/cost of content creation and
distribution for business digital marketing, and increase business value
Example use case: collaborative production and distribution of online video ads for men’s suits by a retail clothing store
Collaborative content
creation
1
2
Content
storage/
aggregation
1 Collaborative video sharing /
live editing tools reduces
production cycle and costs
2 Cloud-hosted datacenters to
host / store videos and tools
3
Content
transcription
/ tagging
Search tags:
grey
suit
formal
Content
interactivity /
activation
Search tags:
grey
suit
formal
slim-fit
work
interview
4
3 Intelligent SW updates tags
on videos with most recently
used search terms
4 Interactive video tools enable
customer to click on shirt, tie,
or suit to get info, price, etc.
5
Content
transcoding /
distribution
6
6 Analytics correlates video ad
views with sales to identify
best practices and areas of
weakness
Performance
tracking
8
5 Automatic formatting of video
(e.g., size, resolution, type)
expedites distribution


Target customer markets:
Medium / large enterprise digital marketing groups and advertising agencies
Estimated TAM $3.5 Bn by 2013
Feasibility Study
Cloud-based video content solution
and its extension to media industries
Additional vertical/horizontal-specific platform capabilities
New media &
entertainment
Education / Training
HW / SW for video
capture, editing,
and collaboration
TV, PC, tablets, and
mobile phones
HW / SW for
creation, editing,
and collaboration of
education content
User search cookie
analytics tools for
search engine opt.
Tools to normalize
tags / metadata
across media
Digital marketing
End-point
devices
Hosted cloud solution
Content
aggregation/
storage
Cloud-hosted datacenter HW, SW and
network equipment
Content
transcription/
tagging
Intelligent HW / SW
tools for content
tagging, transcription
Content
interactivity/
activation
Tools to embed links in
content for advanced
interactivity
Content
transcoding/
distribution
Automated media
content formatting /
conversion tools
Performance
tracking
Analytic tools to track
media downloads /
traffic
9
Tools to transcode
content to mobile
device form factors
Performance
tracking and
integration with
sales measurement
Tools to normalize
tags / metadata
across media
Performance
tracking and
integration with
backend systems
SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
Feasibility Study
Cloud-based video content solution
and its extension to vertical industries
Additional vertical / horizontal-specific platform capabilities
Public safety
IP video
camera
network and
routing
Distributed
video storage
and analytics
Video feed
aggregation /
centralized
storage
Real time
monitoring /
auto-alerts
Advanced
analytics and
intelligence
10
▪
▪
IP-camera arrays
Network routing /
infrastructure
▪
Local storage (NVR)
and basic analytics
Local compression
and encryption
▪
Retail
Healthcare
Additional motion
sensors, alarms,
RFID tags
Medical imaging
devices and doctor
end points
Pattern and license
plate recognition to
identify suspicious
activities / vehicles
Recording of credit
card transactions
as mandated by PCI
guidelines
Patent medical
records per HIPA
compliance
Transcoding and
transrating to send
alerts to multiple
devices
Customer slip / fall
notification for
liability purposes
Hosted cloud solution


Datacenter HW / SW
Console to control /
access all devices
▪
SW for real-time
analytics
Automated alerts
▪
▪
Advanced analytics to
identify / store
behavior patterns
POS data analytics
to assess customer
shopping behavior
Clinic decision
systems and patient
care improvement
SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010
Content in the Cloud – Transforming the Content Life Cycle
Architecture Plays by Cisco and IBM
IBM
Cisco + IBM
Cisco
Public / private hosted cloud
Collaborative
content
creation
▪
▪
Content
storage/
aggregation
▪
Cloud-hosted datacenter HW, SW
and network equipment
Content
transcription /
tagging
▪
Intelligent content tagging and
transcription HW / SW tools
User search analytics tools
Content
activation
Content
transcoding /
distribution
Performance
tracking
11
▪
Cisco + 3rd party
Video production HW / SW
SW for image / video editing, HW
and SW for real-time collaboration
▪ 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)
Business
Integration
&Solutions
consulting
▪
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