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#IoE: Present and Future

Dave Evans  Joseph Bradley  This blog was co-authored by Dave Evans and Joseph Bradley, Cisco Internet Business Solutions Group (IBSG).

To receive the most value from the Internet of Everything (IoE), business leaders should begin transforming their organizations based on key learnings from use cases that show how IoE works in the real world. Cisco IBSG’s Economics practice recently developed 50 private-sector use cases to determine the Value at Stake in the new IoE Economy. It determined that $14.4 trillion of value (net profit) will be created or will migrate among companies and industries based on their ability to harness IoE.

This blog will provide both near-term and more futuristic examples of IoE in healthcare and marketing/advertising to help you better understand the possibilities of IoE in different time frames. We provide both a futuristic view (Dave) and a near-term perspective (Joseph). Read More »

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Four Ways TV Advertising Will Change During this Decade

lizdebskBy Leszek Izdebski, Cisco Internet Business Solutions Group (IBSG)

The past few years have brought sweeping transformation to television—a trend that will only accelerate in the coming decade. Following up on a 2011 study on the future of television, Cisco’s Internet Business Solutions Group (IBSG) recently examined the ways disruptive technology and user behavior trends are impacting TV advertising. We identified four major trends that will transform advertising and the viewer experience.

1. Channels Will Go Away

While we do not believe that all future distribution will be through on-demand unicast technologies, consumers will not think about “channels” as the means of accessing programming. Adoption of video on demand, Intelligent Programming Guides and personal video recorders (PVRs) is shifting viewing from linear broadcasts on a TV screen to a multiscreen, multi-device, multi-modal, on-my-schedule, user-controlled experience. Brands and networks will no longer be able to ensure that ads placed in specific episodes will have sufficient audience reach. This behavioral shift will force advertisers to focus on new forms of addressable advertising: Read More »

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The Future of TV: Coming Soon to a Wall Near You

The future of television may well include holographic, multisensory experiences worthy of science fiction. But many other visionary predictions are closer to the horizon, if not already upon us. These are creating exciting opportunities, while forcing all players in the television value chain to adapt quickly.

Recently, I met via Cisco® TelePresence® with more than 50 journalists from 11 countries—all in Central and Eastern Europe—to discuss the future of television and its impact on these mostly emerging markets. I participated with two of my colleagues: Kate Griffin, from the Cisco Internet Business Solutions Group (IBSG) service provider practice; and Guillaume de Saint Marc, from Cisco’s service provider video technology group (SPVTG). The roundtable took place over two days and used a Cisco IBSG study, “The Future of Television: Sweeping Change at Breakneck Speed,” as a springboard for discussions that were lively and free-spirited. Read More »

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Tomorrow Isn’t What It Used To Be

The future is not that far out. While it is tempting to say that we’re already connected and that there is not much left to connect, nothing could be further from the truth.

The Internet is increasingly everywhere. There are “only” two billion people in the world online…that leaves five billion and counting to go. Additionally, the number of things connected to the Internet will grow from 13 billion today to 50 billion by the end of the decade. And this means that the number of possible connections between people, things, employees, employers, doctors, patients, businesses, customer, etc., etc., etc., will continue to grow exponentially.  We’ll be creating new connections that we can’t even imagine today, and at a rate we’ve never seen before.

Cisco’s first 30 years have been building the global infrastructure that enables people and companies to connect. Our customers, and our partners that serve them, are driving the innovation on top of our platforms to transform themselves, and their industries.

We know our brand is only as strong as the value we’re able to create with (and for) our customers and partners. And today, our brand has the privilege to be counted as one of the top 20 global brands in the world. We are both proud and humbled by this.

And we feel we are just getting started, as we see the amount of new value creation with our customers increasing every day. While we are proud of our global brand position, we have more work to do to help people understand the role that Cisco plays in bringing powerful connections to the world. To that end, today we are pleased to begin a new relationship with Goodby, Silverstein & Partners as our branding and advertising partner moving forward. We are excited to work with this dynamic and innovative team as we further articulate all that Cisco makes possible.

While many have contributed to the success of our brand to date, we’d like to thank Ogilvy and Mather for their partnership and the work they’ve created on our behalf over the last decade. They have been a strong and trusted partner and we wish them the very best.

Cisco played a major role in creating the Internet as we know it today, and we’re playing an equally large role in its future generations. As we connect the previously unconnected, I am certain the years ahead will be even more amazing as the network becomes the platform on which we work, live, play and learn.

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Video that’s viral and possibly even virile

Ah, the power of video.  Witness the virality (and virility?) of the Dollar Shave Club.

Seems like a revolutionary concept, doesn’t it?  And with that David vs. Goliath overtone, it’s downright catnip to the trodden, recession-weary masses.  But, guess what?  Budget blades have been done before.  Several times. (See www.razorsdirect.com, www.shaving-shack.com, not to mention drugstore knock-off brands.)

So, what made it different this time?

In a word, video.

(4.15 million views on YouTube in a month.)

You can call it social media, too.  Or just a sense of humor.  But the basic fact is, without the video, and the talent it showcases, Dollar Shave Club would not have the big brands shaking in their boardrooms.

Read More »

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