Talking Points: David, they will introduce you & read your bio
Talking Points (Script): We believe this because today’s media experiences are being defined and driven by the consumer who no longer wishes to be a “passive” viewer, but wants to be an active participant in the media experience. There are four forces driving this behavior: The Rise of the Broadband Generation – with access to more content than ever before. This includes Internet video, music, international and community content. Broadband has changed the way we receive and distribute information. The Rise of Social Networking – Destinations such as MySpace and YouTube have emerged as powerful tools in how consumers communicate with one another, by searching common interests and experiences. This also creates opportunity to target consumers for advertising and promotional offers based on the type of content accessed. The Rise of Consumer Choice – Consumers know what they want and when they want it. The success of DVR and VoD services substantiates that. Now, consumers want to access desired content through their device of choice – whether it be on the road, at work, or at home. The Rise of Expectations – Consumers are becoming increasingly frustrated with little connectivity across devices. As the technologies become more sophisticated, so do consumer expectations.
Talking Points (Script): We believe that there are 6 opportunities to expand today’s video/voice/data service bundle. We will also highlight how our “next generation” hardware of set-tops and IP Gateway enables these capabilities. Access to Internet and Premium content services via the set-top – This can include viewing Internet content on TV, and streaming concerts or music to the set-top. Whole Home Content – Imagine the ability to have DVR capability across all TV sets in the home. Or accessing DVR content on your cell phone. Even VOD sessions can be shared, with our “next gen” set-tops providing the foundation. Media Rich Search and IPG Functionality – Clearer & more intuitive viewing menus, guides and search across all media content is possible. Consumer Device Docking & Storage – Our “next gen” set-tops have connectivity ports to consumer electronics devices. This allows consumers to access photos and camcorder images on the TV, listen to music on the sound system and download content from the set-top onto portable devices. Interactive & Community Applications – This refers to communicating with others outside the home across platform devices. One example would be viewing & sending your My Space page through cell phone or television. Video Rich Communications – This refers to applications that can increase the stickiness of the service bundle. Examples can include Caller ID on TV, videoconferencing through the television or PC, or text messaging to the TV set.
Talking Points (Script): Enhancing current in-home protocols, such as Coax and Ethernet, with IP capabilities are the backbone of the connected home network. The connected home network is where end-to-end video management and delivery capabilities through medianet technologies are extended into the consumer lifestyle. In this environment, it is possible for voice, video, data and mobility devices to be part of delivering a unified video experience. Several open standards are also making this possible and include: CAT 5/6 – Twisted pair cable often used for Ethernet & voice services. MoCA or HPNA – Specifications for home networking using in-house coax or ethernet. It provides elements needed to distribute high-quality multimedia content and high-speed data. IEEE 1394 – Standard connection interface for audio/visual equipment, especially digital camcorders. USB 2.0 – Serial bus standard to connect peripheral devices to computers. These devices can include digital cameras, gaming equipment, PDAs, MP3 players. DTCP-IP – Digital Transmission Content Protection over IP. It ensures that the content providers digital management rights are protected in terms of video use across a specific device. DLNA – Digital Living Network Alliance. It allows for both CPE devices, such as set-tops and IP service gateways, to discover, connect and share content with consumer electronic devices.
Talking Points (David – this animation will run on its own): We believe that the winning scenario for Online Video Aggregators, Broadcasters and Service Providers is to deliver a new consumer experience. One that is unified across devices and unbounded by time or location. We are talking about a unified consumer experience that is more social, more personal and more interactive that puts the consumer in control. How many broadcasters and Service Providers are getting there is through adoption of medianet technologies. A medianet is a network optimized for rich media that is media-aware, network-aware and endpoint aware. It is relevant across broadcasters and service providers and we believe it is the path for enabling Media-aware - Refers to the delivery, control and quality of the experience. Facets include dynamic bandwidth optimization, load balancing, admission control, local network mapping, auto-configuration and preserving Quality of Experience (QoS). Network-aware - Refers to intelligence embodied within the network so it adapts the content to the endpoint device. This can include video transcoding and distribution to multiple device types. Endpoint aware - Refers to distribution to the consumer device, such as set-top boxes, as well as supporting applications. Here, open standards and IP technologies such as DTCP-IP, HPNA, MoCA and DLNA become important. One example of how medianet technologies are being used to deliver unified consumer experience. Soneacom in Portugal is using Cisco set-tops combined with our Internet Streaming Content Delivery System (CDS-IS) and the Visual Quality Experience to extend its consumer reach while maintaining Quality of Experience. Cisco recently announced that it is doubling the density of its flagship ASR9000 series router , which allows for exponential increases in the scale and content caching at the network edge in order to accommodate video and mobile Internet growth. Moreover, we believe that medianet technologies will enable broadcasters and service providers to transform into experience providers. There are four tenants to how this transformation will be realized: Transforming the Consumer Experience - An explosion of innovative new services and applications, where set-tops & gateways play a critical role in delivering these experiences to consumers. Media-Aware IP-NGN - Evolving & migrating IP networks so it can support and deliver media. The recent Cisco ASR9000 router launch is one such proof point and offering. Virtualization - Consolidating local video servers into a centralized hub so it will reduce the Cable Service Providers OPEX & CAPEX costs by creating economies of scale & bandwidth optimization. Cisco is working to accomplishing this through our Content Delivery System (CDS) solution. Monetization - New business models that are created through the explosion of new services. These can include advanced advertising, online video, content sharing across devices, HD Whole Home DVR and more..
Talking Points (Script): We view the development of the service provider bundle, whether it is delivered by a cable or wireline service provider, in the same way. (SALES - CLICK PAGE DOWN). The first stage was initial deployment and packaging of the service bundle to drive subscriber growth. This includes offering video, voice, telephony and cellular service – with the value and convenience of one price point. An example is the $99 monthly offer for the triple play. (SALES - CLICK PAGE DOWN). The second stage is about creating stickiness for one or more services within the bundle. Protecting the bundle can take place by increasing the types of features available and offering more flexible pricing and service packages. The objective is to move from a price to a consumer value proposition. (SALES - CLICK PAGE DOWN). Where we think the opportunity lies today is in the expansion of the service bundle and how successfully the service provider can build lifetime consumer value. A few dynamics at play are: Meeting the changing demands of the consumer Integrating service capabilities across platform devices, what we refer to as “The Connected Life” Differentiating your service offerings from competition Creating new revenue opportunities with an expanded service bundle
Talking Points: In summary, we view the proliferation of new forms of video distribution, such as online video, as the creation of new opportunities for broadcasters and service providers to deliver unified consumer entertainment experiences. In terms of business models and strategic engagement, we believe that collaboration and harmonization are the winning strategies for broadcasters, service providers and technology enablers alike to maximize the potential of a unified consumer video experience.
Talking Points: Thank you for your time and will look forward to questions.
The Connected Life: More Personal, More Access, More Interactive
The Connected Life: More Personal, More Access, More Interactive David Alsobrook Director of Business Development, IPTV Products October 1, 2009
Consumers Demand Connected Life Experiences, Where Control and Personalization become Important <ul><li>Rise of Social Networking </li></ul><ul><li>Uniting consumer with interest groups & relevant content </li></ul><ul><li>Ability to uniquely target consumers through ads, content </li></ul><ul><li>Rise of Expectations </li></ul><ul><li>Consumers increasingly expect everything to be connected seamlessly </li></ul>The consumer drives the media experience <ul><li>Rise of the “Broadband Generation” </li></ul><ul><li>Access to more content than ever before </li></ul><ul><li>Rise of Consumer Choice </li></ul><ul><li>What they want </li></ul><ul><ul><li>When they want it </li></ul></ul><ul><ul><li>On the device of their choice </li></ul></ul>
Services Continue to Drive the In-Home Platform <ul><li>Photos and personal video on TV </li></ul><ul><li>Listen to music from portable devices </li></ul><ul><li>Download content to portable devices </li></ul>User Device Docking and Storage <ul><li>Content and experience sharing </li></ul><ul><li>Communicate with other members across platform devices </li></ul>Interactive and Community / Social Applications <ul><li>Consumer TelePresence </li></ul><ul><li>Messaging services </li></ul>Video Rich Communications <ul><li>Extended HD </li></ul><ul><li>Niche sports and international </li></ul><ul><li>User generated video </li></ul><ul><li>Video downloads, DVD </li></ul><ul><li>Internet content on TV </li></ul>Internet and Premium Content Services <ul><li>Mosaics and advanced navigation </li></ul><ul><li>Video rich applications </li></ul><ul><li>Integrated search and multimedia access </li></ul><ul><li>Targeting and recommendations </li></ul>Rich Media Experience and Navigation Whole Home Content Distribution <ul><li>Personalized content access across multiple devices in the home </li></ul><ul><li>Whole home VoD </li></ul><ul><li>Session shifting </li></ul><ul><li>Resource sharing </li></ul>
The Goal: IP-Centric Connected Home Internet Content on TV Outside the Home PC Screen as Video A/O Inside and Outside the Home Ethernet COAX Home Video Monitor Service Broadband Services Fixed Mobile Convergence Service Provider Internet Voice Bundle Content Portable for Portability IP Service Gateway Home and PC Media on TV Next Gen MR-DVR Storage Services
Web 2.0 Personal Social Rich Media Broadcast & More The Connected Life Experience: More personal, more social, more interactive – unbounded by time, space, or device Medianet Technologies The Path to Deliver Unified Video Experiences across devices
Building a Better Product for the Consumer Stage 1 Deploying the Bundle Stage 2 Protecting the Bundle Stage 3 Expanding the Bundle <ul><ul><li>Triple/quad play </li></ul></ul><ul><ul><li>Subscriber growth </li></ul></ul><ul><ul><li>Increase value of bundle </li></ul></ul><ul><ul><li>Fight a la carte providers </li></ul></ul><ul><ul><li>Serve the changing consumer </li></ul></ul><ul><ul><li>Differentiate from competition </li></ul></ul><ul><ul><li>Create additional revenue </li></ul></ul>Many Services to Many Screens