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Videoscape: Cisco and Service Providers Reinventing the Television Experience. Together.

January 5, 2011 - 2 Comments

Today is an exciting day for us at Cisco with the launch of Videoscape.

As our Chairman and CEO, John Chambers, announced in a press conference this afternoon, Cisco Videoscape is both an experience and a solution, purpose-built for delivering and reinventing the next generation of TV experience. Together we will bring , entertainment, social media and communications and mobility together to transform how users engage with video and how providers can prosper.

Right now the consumer video experience is fragmented requiring consumers to go to multiple sources for their content. They are going to their cable or IPTV subscriptions for some content. Or, looking to their DVR and on-demand content for others. At times, they stream online content or do applications from their PC. Even still they must find additional boxes to stream their PC experience to their TV and to others that help sling content from one place to another. And, the list goes on. Some homes are so complex that it seems users need to have CCIE just to hook it all up and make it work; but all of that still doesn’t address the experience where users are having to navigate all of these different silos and devices just to watch what they want to watch or do what they want to do (and, we haven’t even spoken of quality yet). Challenges also exist for service providers as they now must now handle the ever increasing load of traffic while simultaneously losing some traction with the portion of their audience that is considering trimming of the cord. Both dynamics can have a negative effect on their business.

Today’s announcement intends to change all of this for consumers and providers alike. With Videoscape, SPs can do for TV experience (and other screens) what the mobile internet did for the phone.

Let’s look at what Videoscape delivers to the consumer, service provider and media company.

First and foremost it is a unique, immersive experience. Now that consumers now have access to infinite content sources they can truly have a next generation, integrated layered experience (showcased really well in this video) that is:

• Focused on ease of use: there’s less complexity with the network doing the work, not you

• More Visual: seemingly infinite content from a range of sources

• More Social: social networking and video communications allow you to show, share, and engage with your friends and family

• More Mobile: you can take your TV experience with you — viewing it over multiple screens, anytime and anywhere you choose

And all this can be done at a high quality of experience you would expect from on a TV vs. best-effort elsewhere and without users, like you and me, needing to upgrade their TV sets.

As I’ve mentioned, Videoscape also benefits Service Providers. It helps to reestablish them in their customers eyes as the nexus-point to view, collaborate and communicate. It provides monetization opportunities to monetize over-the-top (OTT) video because more value is delivered for both consumer (easier) and broadcaster (quality, broader TV only audience). New revenue streams are enabled by expanding into new, “Greenfield” markets with open ecosystem of applications (ie. Video communications, shopping, advertising, gaming, etc.), and it extends reach by enabling SPs to participate in the delivery and transaction of the experience across managed and unmanaged networks and devices

Thirdly, media companies benefit as well since Videoscape helps them expand the reach of premium content to multiple endpoints while preserving the value of content. It supports their existing business models around carriage fees and advertising by strengthening SP partnerships while also expanding them by delivering new levels of interactivity around content with web and social attributes.

All this is made possible by the interworking of the Videoscape Elements: the Network, Cloud, and Clients — three key areas which work together and in conjunction with the innovative foundation of existing portfolio of Cisco products. And, unlike some competitive offerings, Cisco is working with service providers, not against them. We’re honored that Telstra in Australia is our pioneering Videoscape reference customer and we’re pleased to be working currently in trials with many more, including a major U.S. provider.

The details of those along with five new technology announcements that are part of the Videoscape solution are highlighted in the press release and online at

While much of the buzz at CES this year will invariably be around devices, at Cisco, we believe that a truly integrated high quality experience needs a lot more and is the kind of innovation that advances benefits to all on the Next Generation Internet. Stay tuned for more details as we dive into Videoscape deeper in the coming weeks, and as always, thanks for joining us on SP360.

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  1. Hi Brad, Hubris, really? No question I am proud to work for Cisco and of the innovations we’re able to bring to market, but if that comes across as poorly, please know that’s certainly not my intent -- just more reflective of my personality, I suppose. But, and perhaps we’ll disagree here again as we have on other issues over the years, I don’t think the challenge of the fragmented IP Video market is able to be solved by just another device. Sure devices are cool and I love them – but if they work in isolation, it creates just another silo to navigate and often results in even more fragmentation. Rather, I believe IP Video needs a far more encompassing architectural approach involving the network, cloud, and clients on a whole range of devices to make the experience easier and truly immersive. That’s what we’re working with service providers to deliver with Videoscape. Thanks, Doug

  2. Hi Doug, Videoscape = Cisco Hubris at its Worst Sincerely, Brad Reese