Kiosk White Paper_Ron_Tony_Loiacono

Kiosk 2.0
Cisco LTE Enabled Digital Media Kiosk for Verizon Wireless
Ron Malenfant
Architect
Cisco

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

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

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.

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.

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

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.”

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

√ 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

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:

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

(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.
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.

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.
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

the Expert” button and initiate a 1080P HD live video
session.
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

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)

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

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

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.

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

Insert
Customer
Logo Here

Kiosk White Paper_Ron_Tony_Loiacono

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to Kiosk White Paper_Ron_Tony_Loiacono

Similar to Kiosk White Paper_Ron_Tony_Loiacono (20)

Kiosk White Paper_Ron_Tony_Loiacono