So this is my first blog on Cisco SP360 and I have no idea what to expect – but I do have a hunch that this might be a great platform to share, discuss and debate what I’m witnessing in the video and rich media domain around the world.To introduce myself, I’m responsible for marketing Cisco’s vast service provider video portfolio. These are exciting times to be at Cisco as the evolution towards rich media networks has its challenges and opportunities for us and many in this space. The question in my mind is if we’ll adapt fast enough and capture markets in transition or be left out to fend after legacy systems.One of the core tenants of our strategy is to recognize this transition from data optimized networks to rich media optimized networks and the effects on consumer experiences. As Vint Cerf said to me during a discussion last year: “the internet was designed for data based communications not rich media applications as we see today”. Networks must fundamentally adapt to deliver the next generation of experiences. To this point, Cisco introduced a concept called medianet last December with the premise of transitioning towards rich media networks that are end-point aware, network aware and media aware. The premise behind this concept is that compelling user experiences in a rich media environment face multiple challenges with a variety of formats, codecs, devices and bandwidth constraints that will need to be overcome. How and where to do this has been a subject of much debate between application developers, network providers and device manufacturers.Welcome to the debate! I plan to discuss this and many other topics around the world of video and rich media over the next few months.