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Kiosk White Paper_Ron_Tony_Loiacono

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Kiosk White Paper_Ron_Tony_Loiacono

  1. 1. Kiosk 2.0 Cisco LTE Enabled Digital Media Kiosk for Verizon Wireless Ron Malenfant Architect Cisco
  2. 2. Table of Contents EXECUTIVE SUMMARY .......................................................................................................................1 1.1 VERIZON WIRELESS CHALLENGE ................................................................................................ 1 2 SOLUTION OVERVIEW ..................................................................................................................3 2.0 SOLUTION OVERVIEW: KIOSK 2.0................................................................................................ 3 2.0.1 Cisco 2911 LTE ISR......................................................................................................... 8 2.0.2 Cisco Digital Media Player 4310G.................................................................................. 10 2.0.3 Cisco Digital Media Player 4400 .................................................................................... 10 2.0.4 Wifi: Cisco Aironet 1260 Series Access Points .............................................................. 11 2.0.5 Cisco Telepresence........................................................................................................ 11 2.0.5.1 Cisco Telepresence C90........................................................................................ 12 2.0.5.2 Cisco Telepresence Profile 52 ............................................................................... 12 2.0.6 Digital Signage Analytics................................................................................................ 13 3.0. MOVING FORWARD: THE ROAD TO KIOSK 3.0 ............................................................................... 14
  3. 3. Cisco Kiosk 2.0 - 1 - LTE Enabled Digital Media Kiosk Executive Summary 1.1 Verizon Wireless Challenge As operator of the nation’s largest 4G LTE network—as well as the largest 3G network—Verizon Wireless has built a well-deserved reputation of reliability and innovation, earning more than 89.7 million retail customers. While most customers and partners know of Verizon through personal use of its products and services, Verizon also operates two Verizon Experience Centers, where executives, entrepreneurs, investors, developers, public officials, and other invited guests get a chance to experience up close and personal the latest Verizon innovations, including the remote-controlled VGo Robot, the OnStar 4G LTE Concept Car, and the BL Healthcare Remote Monitor. The Experience Centers serve an important role for Verizon, acting as launching pads for new partnerships and ideas that help expand the potential and impact of Verizon innovations. Verizon operates these two vital state-of-the-art showcases on opposite coasts of the U.S: • In Waltham, Mass., Verizon’s LTE Experience Center (VEC) features a 20,000 square-foot showroom that includes wide- ranging innovations at every stage—from concept to commercial products. The VEC also includes a state-of-the- art theater space, interactive demos, and the popular App Wall, a 9-panel LCD touch-screen app store that showcases apps from Verizon's VCast catalog. • 3,000 miles from Waltham, Verizon also operates the Application Innovation Center in San Francisco. The sister
  4. 4. Cisco Kiosk 2.0 - 2 - LTE Enabled Digital Media Kiosk facility in Silicon Valley eschews Waltham’s LTE focus for one on mobile-app innovation. Developers both big and small are be able to take advantage of several labs where they are privy to Verizon equipment and services not available elsewhere—all while being a stone's throw from Verizon’s in-house engineers and developers. Since opening the two Experience Centers, Verizon has experienced tangible success from those walking through the doors. Thus, a logical next-step question formed for Verizon: • How could Verizon showcase the power of its Experience Centers in remote venues? Conferences such as the 2011 Verizon Developer Conference in Las Vegas, could open the door for new business and innovation opportunities as Verizon could bring the showcase elements of the Experience Centers on the road. To explore and develop such a remote showcase capability, Verizon partnered with Cisco for the creation of its remote solution.
  5. 5. Cisco Kiosk 2.0 - 3 - LTE Enabled Digital Media Kiosk 2 Solution Overview Solution Overview: Kiosk 2.0 To create the right solution for Verizon’s specific needs, Cisco conducted extensive customer interviews, defining the exact experiences from the Experience Centers that Verizon wished to replicate remotely at the 2011 Verizon Developer Conference in Las Vegas. As part of that process, Cisco and Verizon created a virtual team, including the Cisco account team, Cisco Premier Marketing Engagement (PME) team, Cisco Service Provider marketing, and Cisco partner Heads and Tails along with Verizon’s core Experience Center management and technology team to create the right solution. As an output of the client interviews, the Cisco team defined Verizon’s remote needs to be: • Real-Time Video: To demonstrate its thought leadership, Verizon wanted to provide “Ask the Expert” functionality for remote audiences.
  6. 6. Cisco Kiosk 2.0 - 4 - LTE Enabled Digital Media Kiosk Additionally, Verizon would provide real-time demo experiences from its Experience Centers to remote venues. • Video On-Demand: The ability to show pre- recorded video sessions and demos would allow Verizon to handle frequently asked questions and requests in an efficient and scalable manner. • LTE Connectivity: The use of 4G LTE would allow Verizon to use this solution anywhere, anytime. • Remote Interactive Tour of Center: With Verizon’s Experience Centers physically located hundreds and thousands of miles away, a remote interactive tour of the facilities could open the doors to thousands more. • Digital Media: The ability to provide interactive digital media could expand the messaging capability of the solution. • Digital Media Analytics: Measuring the solution’s usage and success would be an integral component in determining the solution’s ROI. • Open Application Support: By expanding the solution’s capability to use third-party applications, Verizon could likewise expand the utility and versatility of the solution. • Mobile Device Interaction: Allowing the solution to transfer information to mobile devices, such as product QR codes (see QR code below), would enhance the solution’s long-term impact and ROI. • Cloud Technology: Utilizing cloud technology could expand the speed and storage capacity— and also allow dynamic content changes for the
  7. 7. Cisco Kiosk 2.0 - 5 - LTE Enabled Digital Media Kiosk solution. In the end, the partners and Verizon Wireless embraced the success of the Cisco solution enthusiastically. “The 4G LTE Enabled Digital Media Kiosk uses the fastest, most reliable 4G network in America to showcase the Verizon LTE Innovation Center” said Gagan Puranik, Senior Manager Verizon Wireless. "This Digital Media Kiosk allows a wide-range of companies, whether at conventions, conferences or Verizon offices, the opportunity to see the breakthrough non-traditional devices, services and applications that take full advantage of Verizon’s 3G and 4G LTE networks." With specifications in hand, Cisco proposed a unique, integrated technology solution that infused the best of Cisco and partner solutions into one kiosk—the Cisco Digital Media Kiosk, otherwise known as Kiosk 2.0. The breadth and depth of the Cisco products integrated within Kiosk 2.0 is a testament to the broad cutting-edge leadership provided by Cisco. What’s more, the enduring and broader application of Kiosk 2.0 is the power of its underlying architecture. With Kiosk 2.0, Cisco has developed a flexible kiosk architecture that allows for the addition of innumerable future components, creating a platform that will enable broad and diverse future kiosk solutions for many industries. “The Kiosk 2.0 solution was a stellar example of teamwork between Verizon and Cisco,” said Ron Malenfant, LTE Innovation Solutions Architect for Cisco. “Not only did this joint effort provide a great opportunity to quickly transform creative ideas into an innovative solution, it also provided Cisco with a framework for even more powerful solutions in the future. The architecture of Kiosk 2.0 is something we can build upon for years to come in other verticals such as retail, public safety, connected health, service provider video, Cloud and WiFi offload to name just a few.”
  8. 8. Cisco Kiosk 2.0 - 6 - LTE Enabled Digital Media Kiosk In the case of Verizon, Cisco solved its myriad kiosk needs in the following ways: Verizon Need: Real-Time Video √ Cisco Solution: Embedded Cisco TelePresence solutions would allow for live- streaming video demonstrations from the Experience Center to the remote kiosk. The kiosk would give users the ability to hit an “Ask the Expert” button and initiate a 1080P HD live video session. Verizon Need: Video On-Demand √ Cisco Solution: Cisco Digital Media Player 4310G (see 2.0.2) and Cisco Digital Media Player 4400G (see 2.0.3) would allow Cisco to run professionally developed pre-recorded media on Cisco Digital Media Solutions to demonstrate such innovations as the GM Onstar connected- vehicle solution, VGo robotic Telepresence, and much more. Verizon Need: LTE Connectivity √ Cisco Solution: Verizon’s mobility requirements would be addressed through the deployment of Cisco 2911 LTE Integrated Services Router (see 2.0.1) with 4G LTE connectivity. Additionally, Cisco could deliver other mobility options, such as WiFi, though the use of Cisco Aironet 1260 Series Access Points (see 2.0.4) with “Hot Spot in a Box” capability. Verizon Need: Remote Interactive Tour of Center √ Cisco Solution: Cisco partner Heads and Tails would deliver an interactive, 360° virtual tour of the Verizon’s Experience Center in Waltham. Kiosk visitors could take this virtual tour via interactive touchscreen menus, allowing them to experience a full 360° degree view of all the rooms. Visitors could even travel remotely inside Verizon’s OnStar 4G LTE Concept Car. Verizon Need: Digital Media
  9. 9. Cisco Kiosk 2.0 - 7 - LTE Enabled Digital Media Kiosk √ Cisco Solution: The highly reliable, IP-based Cisco Digital Media Player 4400G (see 2.0.3) would allow the display and playback of rich digital media, including high-definition live broadcasts or on-demand video, Adobe Flash Player animations, graphics, text tickers, and other web content, through on-premises Cisco Digital Signs and Cisco Cast displays. Verizon Need: Digital Media Analytics √ Cisco Solution: Using the TruMedia solution (see 2.0.6), the kiosk would have the ability to measure Digital Signage ROI through actual impressions, length of impressions, actual audience size, dwell time, and anonymous demographics Verizon Need: Open Application Support √ Cisco Solution: The Cisco 2911 LTE enabled Integrated Services Router (see 2.0.1) would provide the capability to host Cisco, third-party, and custom applications. A service-ready deployment model allows for these LTE digital media kiosk applications to be provisioned remotely on the modules at any time. Verizon Need: Mobile Device Interaction: √ Cisco Solution: Cisco developed kiosk capability to interact remotely with mobile devices through the use of QR codes (see QR code below) pointing to product and solution information—and even a remote 360° degree virtual tour of the Experience Center directly from a mobile device. Verizon Need: Cloud Technology: √ Cisco Solution: Deploying Cisco’s cloud-based Digital Media Content Management system, AppSpace, would allow Verizon to expand the
  10. 10. Cisco Kiosk 2.0 - 8 - LTE Enabled Digital Media Kiosk solution’s capacity. Added Tony Loiacono, CEO of Cisco partner Heads and Tails, “By unveiling the kiosk and the 360˚ rich media tour, developers and customers will now be able to view 4G LTE innovation where they live, work and play.” Figure 1: Cisco’s Kiosk 2.0 Architecture Looking “under the hood” of Kiosk 2.0’s powerful and flexible kiosk architecture, Cisco’s Verizon solution reveals a virtual catalog of Cisco innovations that were utilized to meet Verizon needs:
  11. 11. Cisco Kiosk 2.0 - 9 - LTE Enabled Digital Media Kiosk 2.0.1 Cisco 2911 LTE ISR The Cisco 2911 LTE-enabled Integrated Services Router (pictured below) delivers highly secure data, voice, video, and application services to the Kiosk solution over 4G LTE. Application Enablement: The ISR also has an SRE or Services Ready Engine (SRE) module. These router blades for Cisco Integrated Services Routers (ISR G2) provide the capability to host Cisco, third party, and custom applications. A service- ready deployment model allows for these LTE digital media kiosk applications to be provisioned remotely on the modules at any time. SRE modules have their own processors, storage, network interfaces, and memory, which operate independently of the host router resources and help ensure maximum concurrent routing and application performance. Security is incorporated in this Kiosk through the use of embedded hardware-accelerated VPN encryption for secure connectivity. The ISR also supports Firewall, IPS and Content filtering capabilities for integrated threat defense of the Digital Media Kiosk. For more information, please see: http://www.cisco.com/en/US/products/ps6406/index.html
  12. 12. Cisco Kiosk 2.0 - 10 - LTE Enabled Digital Media Kiosk (picture above: Cisco LTE eHWIC) 2.0.2 Cisco Digital Media Player 4310G The Cisco Digital Media Player 4310G supports sophisticated functions, such as touch screens from ELO Touchsystems and General Touch, along with 802.3 af PoE. The Cisco Digital Media Player 4310G is fully manageable as a standalone device. However, as part of the integrated Cisco Digital Signs and Cisco Cast applications, it is a powerful, customizable digital media publishing endpoint. For more information, please see: http://www.cisco.com/en/US/prod/collateral/video/ps933 9/ps7220/data_sheet_c78-625677.html 2.0.3 Cisco Digital Media Player 4400 The highly reliable, IP-based Cisco Digital Media Player 4400G controls the display and playback of rich digital media, including high-definition live broadcasts or on- demand video, Adobe Flash Player animations, graphics, text tickers, and other web content, through on-premises Cisco Digital Signs and Cisco Cast displays. For more information, please see:
  13. 13. Cisco Kiosk 2.0 - 11 - LTE Enabled Digital Media Kiosk http://www.cisco.com/en/US/products/ps9639/index.html 2.0.4 WiFi: Cisco Aironet 1260 Series Access Points The Cisco Aironet 1260 Series Access Point (pictured right) resides hidden in the kiosk and delivers up to nine times the throughput of 802.11a/g networks for multimedia applications. Designed specifically for challenging environments, the 1260 Series supports external antennas and a broad operating temperature range. This allows for Verizon Wireless to control remote demos such as the VGo (shown below), a robotic Telepresence solution where only WiFi connectivity is present. Cisco’s WiFi- enabled Kiosk allows for VEC command center to remotely drive and dock the VGo residing at Kiosk location. The VGo connects securely via 5Ghz to the Kiosk AP, which has less interference than the busy 2.4Ghz network. The addition of the Cisco 1260 into the Kiosk solution also allows for future capabilities, such as “Hot Spot in a Box”, to provide venue WiFi and potential WiFi demos. For more information, please see: http://www.cisco.com/en/US/prod/collateral/wireless/ps5 678/ps10980/data_sheet_c78-593663.html Figure 2: VGo Robotic TP 2.0.5 Cisco Telepresence Cisco TelePresence solutions allow live, streaming video demonstrations from the VEC to the remote kiosk. Telepresence gives Kiosk users the ability to hit the “Ask
  14. 14. Cisco Kiosk 2.0 - 12 - LTE Enabled Digital Media Kiosk the Expert” button and initiate a 1080P HD live video session. For more information, please see: http://www.cisco.com/en/US/netsol/ns669/networking_so lutions_solution_segment_home.html 2.0.5.1 Cisco Telepresence C90 The Cisco TelePresence Codec C90 (pictured above) is the most powerful and flexible collaboration engine that resides in the Kiosk. The C90 supports 1080p HD video and ultra-wideband audio. The C90 has five simultaneous video inputs. The interface accepts 12 direct HD sources and 8 microphones. http://www.cisco.com/en/US/partner/products/ps11330/i ndex.html 2.0.5.2 Cisco Telepresence Profile 52 The Cisco Telepresence System Profile 52-inch Single System (pictured above) is the next-generation, team-collaboration video solution with 1080p high-definition (HD) resolution. Profile 52 brings colleagues face-to-face at the touch of a finger through a user-friendly touch interface. This solution will reside on the back in the VEC command center, allowing the system to provide central connectivity to multi-site venues. This system will reside on a mobile rack with wheels, allowing easy movement. A Cisco
  15. 15. Cisco Kiosk 2.0 - 13 - LTE Enabled Digital Media Kiosk ISR with 4G LTE can also reside in the rack to demonstrate e2e LTE connectivity. 2.0.6 Digital Signage Analytics Using the TruMedia solution, the kiosk has the ability to measure Digital Signage ROI through the use of: • Actual impressions - the number of people who look at your displays • Length of impressions – the length of time people look at your display • Potential audience size – the number of people walking by the kiosk • Dwell time – The length of time people stay near your kiosk • Anonymous demographics - Demographics of your audience (gender and age-group)
  16. 16. Cisco Kiosk 2.0 - 14 - LTE Enabled Digital Media Kiosk 3.0. Moving Forward: The Road to Kiosk 3.0 While Kiosk 2.0 is a powerful advancement and utilization of Cisco solutions in an integrated manner, it is just the beginning. Kiosk 2.0 created an important architecture for kiosks of the future. Now, the mission going forward will be to add components to this architecture that will allow greater maximization and more diverse uses for the current kiosk. Those new components, with their more diverse and powerful applications, will turn Kiosk 2.0 into Kiosk 3.0—a true Internet of Things (IOT) solution. Looking into the future, it’s easy to see adaption and incorporation of such technology as radio-frequency identification (RFID), near-field communication (NFC), video surveillance, Cisco Cius video calling, and cloud- based any to any media and transcoding. Through the use of dynamic content changes and minor technology additions, the kiosk could be quickly tailored for use in multiple verticals: LTE Retail: Imagine a kiosk that not only allows purchases via near-field communication (NFC), but also the ability to use NFC for “smart” poster interaction, including the transfer of video directly from kiosk signage to the user’s mobile device. NFC integration would allow for many p2p-type applications with simple NDEF exchange protocol (SNEP). What’s more, the kiosk would have the ability to deliver personalized signage via subscriber analytics and recognition capability within NFC. Beyond NFC, such a kiosk could offer: • QR codes • Rich measurement via Digital Media analytics • Dynamic ads via gesture-based digital signage • In-store, self-service interaction with a remote expert staff via voice and video • Mobile Concierge • Augmented reality • Cisco “smart” digital surveillance and “eyeball” cameras (now enabled by sophisticated algorithms). These components would allow monitoring of core processes in store operations, merchandising, and marketing by tracking motion, dwell time, product movement, and gaps. These analytic cameras could also identify gender and age, and send out real-time alerts for customer service or security needs. When combined with an IP
  17. 17. Cisco Kiosk 2.0 - 15 - LTE Enabled Digital Media Kiosk network, video from these cameras could be easily retrieved, shared, integrated, and analyzed within the store and across the enterprise. Cisco’s Mobile Concierge solution for retail could deliver a unique in-store experience to customers’ smart phones, enabling next- generation consumers to have the personal shopping experience they expect. Namely, it could: • Enable integrated web applications to be displayed on customers’ mobile devices. • Deliver a customized shopping experience with coupons, promotions, and unique services via built-in analytics. Such analytics could also be provided to the retailer on how customers shop, allowing them to effectively deliver the right products, services, and store experience. • Provide Cisco wireless and location awareness capabilities to customers. • Deliver Cisco Unified Communications, enabling customers to use multimedia to interact with expert store assistance on their mobile devices. • Maintain Cisco PCI Security to help ensure customer information is secure. With Mobile Concierge, when customers enter a store, they could securely join the store’s wireless guest network. Once connected to the store’s network, Mobile Concierge would deliver coupons, make product suggestions, allow shoppers to organize shopping lists, receive unique digital signage based on shopping preferences, and more. Integration at checkout would ensure all coupons and promotions are properly credited and the customers get through checkout quickly. Imagine what this could mean for the store owner: • Offers and other information tailored to each customer and delivered as they are shopping the department • Expert staff assistance without the cost of staff in every location • Increased likelihood customers will find what they came for, whether in the store or via home delivery and extension services
  18. 18. Cisco Kiosk 2.0 - 16 - LTE Enabled Digital Media Kiosk LTE Public Safety: Imagine the ability to identify and define security zones through the use of Cisco video surveillance cameras with onboard (in the camera) or cloud-based video analytics. Such analytics could be based upon predefined events, thresholds, facial analytics or even bag drops. Further, imagine the ability to demonstrate communication interoperability between disparate radio frequencies, IP phones, and mobile communication systems. The Cisco IP Interoperability and Collaboration System, or IPICS, would be the enabler. Cisco IPICS is a simple, scalable, comprehensive solution for communications interoperability and distributed incident management. IPICS bridges radio, IP, and non-IP networks and enables multiple emergency responders to exchange important information on-demand for better incident management and day-to-day operations across departments, agencies, and jurisdictions. By sending radio traffic over an IP network, Cisco IPICS enables direct communication with other radios, fixed or mobile phones, and PCs. Finally, via third-party acoustics integration, imagine the safety provided by detection of gunshots—and subsequent warning signals sent to remote locations via the Cisco video surveillance manager.
  19. 19. Cisco Kiosk 2.0 - 17 - LTE Enabled Digital Media Kiosk LTE Connected Health Care: Imagine the kiosk that connects a sick patient remotely to his or Pharmacy or Library. Imagine the widespread impact—including safety and efficiency—during an event such as a pandemic crisis. Figure 1: Cisco’s Health Presence
  20. 20. Cisco Kiosk 2.0 - 18 - LTE Enabled Digital Media Kiosk Insert Customer Logo Here

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