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Shift Happens: From Value Destruction to Value Creation

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Please check out Murali Nemani, Cisco Director of Service Provider Marketing, keynote "ShiFt Happens" debuted at IPTV World Forum 2010. …

Please check out Murali Nemani, Cisco Director of Service Provider Marketing, keynote "ShiFt Happens" debuted at IPTV World Forum 2010.

What's top of mind in 2010? The universal answer is "monetization." The re-shaping of the video ecosystem as a catalyst for online video.

Learn about the 3rd Wave: IP Video & the 5 Tenets for IP Video 1) next gem platform 2) large scale unicast 3) video intelligence 4) common client architecture 5)managed/unmanaged.

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  • Revise second bullet sub heading: less about Cisco, more about the market
    Third
  • Revise second bullet sub heading: less about Cisco, more about the market
    Third
  • Revise second bullet sub heading: less about Cisco, more about the market
    Third
  • Revise second bullet sub heading: less about Cisco, more about the market
    Third
  • Revise second bullet sub heading: less about Cisco, more about the market
    Third
  • Talking Points (Script):
    Thank you for your time today. We would be happy to address any open items you may have at this time. Looking forward to continuing discussions.
  • Transcript

    • 1. Murali Nemani, Service Provider Marketing, Cisco Shift Happens From Value Destruction to Value Creation
    • 2. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 2 History is No Predictor of the Future Predictions that Flopped 1916 Charlie Chaplin, the actor, producer, director and studio founder, stated: “The cinema is little more than a fad. It’s canned drama. What audiences really want to see is flesh and blood on the stage.” It has been proved that audience is more interested towards love stories
    • 3. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 3 “[Television] won’t be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night.” — Darryl Zanuck, Movie Producer, 20th Century Fox, 1946 History is No Predictor of the Future Predictions that Flopped 1946 1916
    • 4. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 4 History is No Predictor of the Future Predictions that Flopped 1948 1946 1916 “Television won’t last. It’s a flash in the pan.” — Mary Somerville, Pioneer of radio educational broadcasts, 1948
    • 5. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 5 History is No Predictor of the Future Predictions that Flopped 1977 1948 1946 1916 “There is no reason anyone would want a computer in their home.” — Ken Olson, President, Chairman and Founder of Digital Equipment Corp. (DEC), maker of big business mainframe computers, arguing against the PC in 1977.
    • 6. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 6 History is No Predictor of the Future Predictions that Flopped 1995 1977 1948 1946 1916 In February 1995, just over 15 years ago, Astronomer Clifford Stoll penned an essay for Newsweek under the incriminating title: "The Internet? Bah! Hype alert: Why cyberspace isn't, and will never be, nirvana.”
    • 7. © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential & NDA Required 7 History is No Predictor of the Future Predictions that Flopped 2005 1995 1977 1948 1946 1916 "Next Christmas the iPod will be dead, finished, gone, kaput…" — Sir Alan Sugar, British Entrepreneur, 2005
    • 8. © 2010 Cisco Systems, Inc. All rights reserved. 8 But Sometimes, Someone Gets it Right The Prediction that was Right on the Money 1996 “In 10 years, our television set will be large and flat and will hang on the wall much like a large painting. It will be a digital, high definition model with clarity approaching that of a movie screen. This TV will be much more than just an entertainment device - it will also be used as a computer monitor capable of networking with other computers as an interactive, videoconferencing device.” — Stephen M. Millett, Battelle Technology Intelligence
    • 9. © 2010 Cisco Systems, Inc. All rights reserved. 9 Opportunity to Leverage Online Video for Differentiated UserOpportunity to Leverage Online Video for Differentiated User Reshaping of the Video Ecosystem Dominated by Online Video Growth Online Video Video = 90% of consumer IP traffic by 2012 Cisco VNI Study Consumer viewing of movies and TV shows online doubles in 2009 Web In 24 million Households By 2014 44% 5 billion 5B Videos Viewed Online in UK in April 2009 Market Dynamic s
    • 10. © 2010 Cisco Systems, Inc. All rights reserved. 10 Opportunity to Create Revenue Generating Services Using theOpportunity to Create Revenue Generating Services Using the Network as a PlatformNetwork as a Platform Reshaping of the Video Ecosystem Dominated by Online Video Growth Online Video Video = 90% of consumer IP traffic by 2012 Cisco VNI Study Consumer viewing of movies and TV shows online doubles in 2009 Web In 24 million Households By 2014 44% 5 billion 5B Videos Viewed Online in UK in April 2009 Service Provider 11.3 million unique visitors – Nov 2009 “TV Everywhere” CDN ISP ISP ISP Online Film Rentals? Market Dynamic s
    • 11. © 2010 Cisco Systems, Inc. All rights reserved. 11 Reshaping of the Video Ecosystem Dominated by Online Video Growth Online Video Video = 90% of consumer IP traffic by 2012 Cisco VNI Study Consumer viewing of movies and TV shows online doubles in 2009 Web In 24 million Households By 2014 44% 5 billion 5B Videos Viewed Online in UK in April 2009 Broadcasters and Media 27% Owner 44 million unique visitors – Nov 2009 2X Online Video Brand Visibility $$ Sony’s On-Demand Movie Service 2010 Opportunity to Increase Popularity of the Content and RevenueOpportunity to Increase Popularity of the Content and Revenue Through CollaborationThrough Collaboration Service Provider 11.3 million unique visitors – Nov 2009 “TV Everywhere” CDN ISP ISP ISP Online Film Rentals? Market Dynamic s
    • 12. © 2010 Cisco Systems, Inc. All rights reserved. 12 Innovate to Transform Consumer ExperienceInnovate to Transform Consumer Experience Consumer Electronics Walmart Buys Vudu Movie Service Reshaping of the Video Ecosystem Dominated by Online Video Growth Online Video Video = 90% of consumer IP traffic by 2012 Cisco VNI Study Consumer viewing of movies and TV shows online doubles in 2009 Web In 24 million Households By 2014 44% 5 billion 5B Videos Viewed Online in UK in April 2009 Broadcasters and Media 27% Owner 44 million unique visitors – Nov 2009 2X Online Video Brand Visibility $$ Sony’s On-Demand Movie Service 2010 Service Provider 11.3 million unique visitors – Nov 2009 “TV Everywhere” CDN ISP ISP ISP Online Film Rentals? Market Dynamic s
    • 13. © 2010 Cisco Systems, Inc. All rights reserved. 13 Content Fragmentation Broadcast, Premium, UGC Device & Screen Fragmentation TV, PC, Mobile, Gaming, PDA Interactivity Fragmentation Lean back, Lean forward, Social Subscription Fragmentation Broadband, TV, Mobile, Movie rentals, OTT Free vs. Paid Ad Dollars Fragmentation Transition from linear TV to online Fragmentation Takes Hold Consumer Experience Business Models
    • 14. © 2010 Cisco Systems, Inc. All rights reserved. 14 Content Fragmentation Broadcast, Premium, UGC Device & Screen Fragmentation TV, PC, Mobile, Gaming, PDA Interactivity Fragmentation Lean back, Lean forward, Social Subscription Fragmentation Broadband, TV, Mobile, Movie rentals, OTT Free vs. Paid Ad Dollars Fragmentation Transition from linear TV to online Fragmentation Takes Hold Consumer Experience Business Models
    • 15. © 2010 Cisco Systems, Inc. All rights reserved. 15 Content Fragmentation Broadcast, Premium, UGC Device & Screen Fragmentation TV, PC, Mobile, Gaming, PDA Interactivity Fragmentation Lean back, Lean forward, Social Subscription Fragmentation Broadband, TV, Mobile, Movie rentals, OTT Free vs. Paid Ad Dollars Fragmentation Transition from linear TV to online Fragmentation Takes Hold Consumer Experience Business Models
    • 16. © 2010 Cisco Systems, Inc. All rights reserved. 16 2nd Wave 1st Wave 3rd Wave IP Video  On-net or Off-net  TV, PC, Mobile  Highest Service Velocity  Business Model: B2B2C IPTV  On-net only  TV  Higher Service Velocity  Business Model: B2C Traditional Cable  On-net only  TV  Limited Service Velocity  Business Model: B2C More Open, More Flexible, More Monetization Opportunities The Quest for Value Creation Propels a 3rd Wave: IP Video
    • 17. © 2010 Cisco Systems, Inc. All rights reserved. 17 Next Generation Platform Built on Web Services Protocols Accelerates universal reach and 3rd party innovation How do we get there? Key Architectural Tenets for IP Video Next Generation Platform
    • 18. © 2010 Cisco Systems, Inc. All rights reserved. 18 How do we get there? Key Architectural Tenets for IP Video Large-scale Unicast Next Generation Platform Content networks scale exponentially for large-scale unicast services Leveraging multicast technologies for efficient distribution
    • 19. © 2010 Cisco Systems, Inc. All rights reserved. 19 How do we get there? Key Architectural Tenets for IP Video Large-scale Unicast Video Intelligence Next Generation Platform Video intelligence propagates deep into the network edge Providing media, device, and network awareness
    • 20. © 2010 Cisco Systems, Inc. All rights reserved. 20 How do we get there? Key Architectural Tenets for IP Video Large-scale Unicast Video Intelligence Common Client Architecture Next Generation Platform Common Client Architecture Multi-device support – for PCs, set-tops, gaming consoles, mobile devices, etc.
    • 21. © 2010 Cisco Systems, Inc. All rights reserved. 21 How do we get there? Key Architectural Tenets for IP Video Large-scale Unicast Video Intelligence Common Client Architecture Managed / Unmanaged Next Generation Platform Services Across Managed and Unmanaged Networks Common experience no matter where the user connects
    • 22. © 2010 Cisco Systems, Inc. All rights reserved. 22 Medianet The Architectural Blueprint for Delivering Next Gen IP Video Services Content Providers Contribution Core IP Network News Gathering Production Sport Events Studio to Studio Ingest Media Data Center Post Production UCS Real-time Transcoding Storage Data Center Switch Media Data Center Tighter Linkages Between Core, Data Center and Edge
    • 23. © 2010 Cisco Systems, Inc. All rights reserved. 23 Medianet The Architectural Blueprint for Delivering Next Gen IP Video Services Content Providers Service Providers Contribution Core IP Network News Gathering Production Sport Events Studio to Studio Headend Primary Secondary Distribution Headend Headend Direct To Home Telco Cable Mobile IP IP IP IP Ingest Media Data Center Post Production Proximity Routing Core + E-MSE Core + E-MSE Aggregation Router Aggregation Router Storage Storage Storage Aggregation Router Aggregation Router Distribution Router Distribution Router Storage Tighter Linkages Between Core, Data Center and Edge
    • 24. © 2010 Cisco Systems, Inc. All rights reserved. 24 Medianet Consumption The Architectural Blueprint for Delivering Next Gen IP Video Services ConsumersContent Providers Service Providers Contribution Core IP Network News Gathering Production Sport Events Studio to Studio Headend Primary Secondary Distribution Headend Headend Direct To Home Telco Cable Mobile IP IP IP IP Ingest Media Data Center Post Production Tighter Linkages Between Core, Data Center and Edge
    • 25. © 2010 Cisco Systems, Inc. All rights reserved. 25 Shift Happens: Will SPs Lead an Ecosystem Searching for Value Creation?
    • 26. © 2010 Cisco Systems, Inc. All rights reserved. 26

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