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Paving the Way for Pervasive Video

Pervasive video is a relatively new concept in the world of IT, but it’s one that organizations of all sizes will increasingly hear more about. Certainly at Cisco we use the term often. In fact, we have a pervasive video strategy. So what does that mean? Well, we have video endpoints and solutions that range from IP video phones for personal communication, to desktop PC video clients and enterprise TV for scalable employee communications, to immersive TelePresence for a life-size, face-to-face experience. But it’s not the number of endpoints and solutions themselves that constitute pervasive video. Rather it’s how we use video throughout the organization to promote collaboration and communication with anyone, anywhere, and ultimately drive business objectives. This end goal is the cornerstone of Cisco’s pervasive video strategy.

Cisco IT is implementing this strategy by enabling a services-based, client pay-for-play model that includes a spectrum of products and service levels based on usage. Clients in all areas of Cisco, from the executive boardroom, to human resources, to field sales offices, to supply chain management and R&D, are choosing how they want to use video for improving myriad work and business processes that are currently done via telephone, email, or travel.

In the past at Cisco we focused mostly on intra-company use of video. Our broader video collaboration strategy extends beyond enterprise boundaries, even outside the firewall, to interacting with customers, business partners, suppliers, and our families in the home. That brings me to integration and interoperability, two key elements of a successful pervasive video strategy. To drive additional benefits, video applications will integrate easily with business processes and other applications. Our video strategy underscores the importance of taking a holistic approach to video, and considering future deployments in our decision-making. We need to understand both the range of individual solutions that will benefit the company and those that integrate with other systems.

Also core to Cisco’s strategy is building out a video-ready network, or Medianet. This end-to-end IP architecture enables pervasive and immersive rich media through intelligent services and technology. It is scalable and media-aware (video, audio, voice, data), endpoint-aware (capable of detecting and configuring various endpoints and automatically enabling services), and network-aware (able to detect and respond to changes in network path, connection, and service availability). Medianet technology is being embedded in routers, switches, firewalls, endpoints, and other devices, and the video-enabling services and capabilities are being added to the network.

At Cisco video is becoming as pervasive as it has become in the consumer space with video streaming, sharing, and telephony. Our users increasingly will expect the same video services at work that they get as consumers. In the emerging age of pervasive video, Cisco IT’s forward-looking strategy and video-ready network are paving the way for maximum return on our video investments.

To learn more about Cisco’s experience deploying business video, check out this case study.

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