Cisco Networked Video Strategy: Transforming the Way People Experience Life

September 20, 2012 - 0 Comments

Part 1 of a 4-part series

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.

Video today is becoming as commonplace as voice and data. It’s not enough anymore to have some video within your business for conferencing. Organizations today are able to extend the use of video beyond collaboration to other rich experiences. But providing these capabilities requires careful planning with technology based on an architectural approach and a solid network foundation designed with a forward-thinking strategy. We at Cisco believe that rich experiences are at the core of what’s important.

The reason for the exponential growth in video is clear: Video is the most engaging medium and exerts an emotional power and clarity greater than any other kind of communication. And its use in every aspect of our lives is accelerating.

Experience matters today and, as we look to the future, high quality, seamless video experiences across devices will become increasingly important.  An architectural approach and intelligent network are critical in delivering these experiences. This is where Cisco’s Medianet video architecture plays a key role, enabling video applications to run faster and more efficiently. No more dropped calls, buffering, jitter, pixelization, or failed connections. If viewers have a negative experience with video, they won’t use it, watch it, or consume it.

At Cisco we are committed to driving innovations in video with over 10,000 engineers focused on enabling “better than being there” experiences for customers globally.

In this blog series, we’ll cover different aspects of the Cisco networked video strategy including how innovations like Cisco TelePresence, Videoscape, and Medianet have played a major role in evolving the way people use and manage video, both in the business world and in their personal lives.

Be sure to check back here on the Video Blog for the next installment of this series where Cisco Video and Collaboration Group CTO Kip Compton will explain the importance of a video architecture.

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