The Medianet Mega Test – Walking the Talk!


June 5, 2009 - 0 Comments

IP Video ApplicationsService providers around the globe are facing the challenge of delivering rich media services in a world with explosive growth in video traffic, expanding sources of content and numerous end devices.As I mentioned in a previous entry, Cisco introduced a concept called medianet, to address these service provider challenges with the premise of transitioning towards rich media optimized networks that are end-point aware, network aware and media aware.Light Reading, the largest online communications publication in the world, wanted to check if Cisco could not only “talk the talk” but also “walk the walk” regarding our medianet solutions. In order to do so, Light Reading commissioned the European Advanced Networking Test Center AG (EANTC) to conduct a comprehensive independent test around these solutions including: Cisco IP NGN architecture with embedded medianet technologies, medianet end user experiences and Cisco’s Service Provider Data Center Solutions. No wonder this thing was dubbed “The Mega Test.”It’s one thing to deliver an IP NGN network but then to showcase end-user applications that deliver a more social, more personal and more interactive experience is a whole another challenge. I can tell you that the engineers nearly abandoned ship upon hearing the suggestion from marketing. We’re talking portfolio from 15 BUs employing medianet technologies all working together to deliver that end-user experience.Our focus here was on creating these experiences with clear monetization models that the service provider could benefit from. We wanted to address the two things we hear from SPs – “Is it scalable?” and “Can I make money from it?”Let’s walk the talk and look at some of the showcased experiences and possible monetization models that the test employed:Interactive:

  • Session Shifting: An interactive experience, enabling subscribers to start watching content on their TV and resume watching the same content from their mobile device or PC from where they left off. Monetization can be achieved here via a subscription model for this premium service.
  • Retail Application: A non intrusive option to browse & purchase retail products from Amazon in direct context of the currently viewed program. Here the service provider will be able to utilize revenue sharing models with the retailer.

Personal:

  • Advanced Advertising: The ability to insert relevant ads based on consumer profile and demographic data for VOD content. This will enable the service provider to charge a higher CPM and gain more revenue.
  • Customizable UI: Delivering an enhanced & differentiated TV experience by allowing the subscriber to choose the look & feel they prefer. Service providers will be able to charge for this service per transaction by offering themed interfaces based on personal interests.

Social:

  • Web 2.0: Bringing services such as Flickr & Yahoo News to the TV. This showcases the ability to leverage successful web based services and expand their reach to the TV. Service Providers can differentiate their service offerings by providing these innovative TV experiences.

These tests utilized several Cisco products: The Cisco Content Delivery System and Cisco IP Set tops to mention a few. To learn more, I encourage you to read the full Light Reading report here: http://bit.ly/19TV8IThe first report can be found here: http://bit.ly/8wqkqand a video interview with Carsten Rossenhovel, Managing Director EANTC: http://bit.ly/lyKPU



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