Using video is about the optimal experience for the task at hand – it is about creating that in-person experience from immersive TelePresence, but also about creating the best possible experience when you are on the road participating via your iPad.
When it comes to video, Cisco does three things differently to ensure superior end-to-end video experiences with greater efficiencies:
Architectural Approach: The Cisco Medianet architecture delivers superior experiences and efficiencies by integrating video capabilities all the way from the network to the application. Cisco video endpoints use Medianet to discover and configure themselves, dramatically reducing deployment cost. Medianet infrastructure provides detailed performance information, which allows IT organizations to detect and fix problems in a fraction of the time required by traditional approaches. Medianet also helps companies leverage existing investments to build new capabilities more cost efficiently, such as adding recording and sharing to TelePresence or providing common call control for voice and video endpoints. Cisco’s advantage comes from the network, which allows us to build and manage systems that best “understand” network performance, complexity, interactivity, and capacity. While Medianet provides compelling experience and total cost of ownership advantages today, we believe an architectural approach like Medianet will become absolutely required as video becomes pervasive.
A few months ago at Cisco Live in San Diego, I outlined Cisco’s strategy for networked video across service provider, enterprise, and consumer networks. I talked about changes in enterprise user adoption, the future of television, and how these markets will come together over time. We are in the midst of a major market transition and the way we consume video today will soon be a thing of the past. Take a look at my Cisco Live Video and Collaboration keynote and allow me to make a point here. This is the way we are used to experiencing video – in a linear fashion from beginning to end. I believe watching video in this manner provides an insufficient experience and will soon be as antiquated as watching a black and white film is today.
Experience matters. Capturing video for future reference and viewing in a linear fashion will no longer be enough. What if we could search within a video for specific keywords or topics that the speakers covered? Or skip to a particular speaker, like Michael Gliedman, CIO of the NBA, who joined us in the keynote? These are examples of some of the advances made in video over the last few years that can improve the overall experience. Let’s take a look at this example where we have applied video analytics to the very same keynote recording. These are just some of the capabilities possible with the advancements in our Cisco networked video portfolio and architecture.
Over the next few weeks I and others will shed more light on Cisco’s networked video strategy, which includes transforming Video Entertainment in the home, Video Collaboration in the workplace, and adding Video Intelligence to extract relevant data from video across service provider and enterprise networks.
Cisco Product Manager Eli Fuchs discusses Cisco’s newly unveiled Videoscape Distribution Suite, an open platform that delivers video content across multiple screens, protocols, applications and networks.
VDS, which serves as the network distribution engine behind the Videoscape architecture, is a complete, interoperable and holistic solution that bridges cloud and network functionality.
Simon Parnall of Cisco’s Service Provider Video Technology Group demonstrates what TV experiences could be like in the coming years. “One of our visions for content is that we need to break away from the 16 by 9 frame that we’ve grown used to throughout our lives,” he said.
By any measure, consumers are watching more video with more screens than ever before. Mobile devices both in the home and on the go that make consuming video simple are creating a tidal wave of data. For network owners, the trend of traffic growing faster than revenue is accelerating and putting enormous pressure on existing content delivery networks (CDNs).
At IBC 2012 in Amsterdam, Cisco unveiled its expanded and enhanced CDN portfolio, branded as the Cisco Videoscape™ Distribution Suite (VDS). Cisco VDS, which encompasses eight different products serves as the network distribution engine behind the Videoscape architecture and is a complete, interoperable and holistic solution that bridges cloud and network functionality.
Cisco Product Manager Eli Fuchs discusses VDS and the resulting features and functionality it brings to providers across the video ecosystem.