CITC Opening Keynote - Vision for Content in the Cloud

1. CITC Opening Keynote - Vision for Content in the Cloud CONTENT IN THE CLOUD DCIA Conference within CES Geng Lin, Ph.D. CTO, Cisco-IBM Alliance Cisco Systems gelin@cisco.com

2. Cisco-IBM Alliance – Business Overview Develop, Sell Joint Cisco-IBM Solutions Worldwide Manage Cisco-IBM business relationship Multi-Billion Dollar Revenues Total Demo Center Labs 300+ • Major Technology Solutions • Data Center & Cloud Computing • Business Video • Unified Communications and Collaboration • Business Software • Major Industry Solutions • Banking and Insurance • Retail • Public Sector • Energy & Utilities • Media & Entertainment Prominent Demo Center Locations

3. Technology and market forces are impacting the landscape of content industry around the world, requiring the transformation of the industry business models Cloud-based business model… simplification of content industry value chain Global Internet as a platform for both content delivery and content creation Digitalization of premium media content New and disruptive technologies – social networking, behavior targeting, intelligent analytics Industry pressures Integration of rich-media content into business process to improve business performance and operational efficiency Proliferation of end devices – anytime, anywhere content consumption

4. TV, Film, Music, Print … Video Film Sound Data Sound Voice Digital Television Cinema/Film Radio Print Music Telephony $ $ $ $ $ $ $ It Disrupts Today’s Entertainment Content Value Chain Global Internet Cloud Model

5. It Creates New Category of ContentThe Emergence of Business-Class Content • Content value • Premium • Entertainment Content • Business-Class Video Content • User Generated Content • Content volume

6. Digital Marketing Education Healthcare Retail Public Safety Leading Industries with Strong Business-Class Video Content Affinity

7. Business Video Content Trends* • Business Video content has doubled from two years ago and is expected to double again one year from now • Education sector has the highest current percentage of video traffic • Manufacturing expects the sharpest increase over the next two years Median Percent of Total Network Traffic That Is Video by Industry Finance Retail Manufacturing Education Other N=47 N=31 N=41 N=40 N=42 N=201 *Business Video Study, Cisco Systems, November 2008 N=XXX

8. 0 Collabora-tive content creation Content storage/ aggregation Content transcription / tagging Content interactivity / activation Content transcoding / distribution Performance tracking Case Study: Digital Marketing. Source: McKinsey, 2010 A cloud-based solution can reduce cycle time/cost of content creation and distribution for business digital marketing, and increase business value Example use case: collaborative production and distribution of online video ads for men’s suits by a retail clothing store 1 1 Collaborative video sharing / live editing tools reduces production cycle and costs 2 2 Cloud-hosted datacenters to host / store videos and tools 3 3 Intelligent SW updates tags on videos with most recently used search terms Search tags: grey suit formal Search tags: grey suit formal slim-fit work interview 4 4 Interactive video tools enable customer to click on shirt, tie, or suit to get info, price, etc. 5 5 Automatic formatting of video (e.g., size, resolution, type) expedites distribution 6 6 Analytics correlates video ad views with sales to identify best practices and areas of weakness • Target customer markets: • Medium / large enterprise digital marketing groups and advertising agencies • Estimated TAM $3.5 Bn by 2013

9. Feasibility Study End-point devices Content aggregation/ storage Content transcription/ tagging Content interactivity/ activation Content transcoding/ distribution Performance tracking Cloud-based video content solutionand its extension to media industries Additional vertical/horizontal-specific platform capabilities New media & entertainment Digital marketing Education / Training HW / SW for video capture, editing, and collaboration TV, PC, tablets, and mobile phones HW / SW for creation, editing, and collaboration of education content Hosted cloud solution Cloud-hosted data-center HW, SW and network equipment Intelligent HW / SW tools for content tagging, transcription User search cookie analytics tools for search engine opt. Tools to normalize tags / metadata across media Tools to embed links in content for advanced interactivity Automated media content formatting / conversion tools Tools to transcode content to mobile device form factors Analytic tools to track media downloads / traffic Performance tracking and integration with sales measurement Tools to normalize tags / metadata across media Performance tracking and integration with backend systems SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010

10. Feasibility Study IP video camera network and routing Distributed video storage and analytics Video feed aggregation / centralized storage Real time monitoring / auto-alerts Advanced analytics and intelligence Cloud-based video content solutionand its extension to vertical industries Additional vertical / horizontal-specific platform capabilities Public safety Retail Healthcare • IP-camera arrays • Network routing / infrastructure Additional motion sensors, alarms, RFID tags Medical imaging devices and doctor end points • Local storage (NVR) and basic analytics • Local compression and encryption Pattern and license plate recognition to identify suspicious activities / vehicles Recording of credit card transactions as mandated by PCI guidelines Patent medical records per HIPA compliance Hosted cloud solution • Datacenter HW / SW • Console to control / access all devices • SW for real-time analytics • Automated alerts Transcoding and transrating to send alerts to multiple devices Customer slip / fall notification for liability purposes • Advanced analytics to identify / store behavior patterns POS data analytics to assess customer shopping behavior Clinic decision systems and patient care improvement SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010

11. Cisco + IBM Business Integration &Solutionsconsulting IBM Cisco + 3rd party Cisco Content in the Cloud – Transforming the Content Life CycleArchitecture Plays by Cisco and IBM Public / private hosted cloud Collaborative content creation • Video production HW / SW • SW for image / video editing, HW and SW for real-time collaboration • Cisco would provide SW and HW for collaboration, tagging, activation , data center and storage,and content distribution • IBM would provide SW tools for content management, analytics, tagging, activation and performance tracking, and HW for data center and storage, and solutions consultingservices • Ecosystem partners would provide end device, network, contentdistribution, and SW tools for contentediting, DRMmanagement, and vertical business applications Content storage/ aggregation • Cloud-hosted datacenter HW, SW and network equipment Content transcription / tagging • Intelligent content tagging and transcription HW / SW tools • User search analytics tools Content activation • SW / video tools to program and embed links in content, advanced interactivity Content transcoding / distribution • Video format conversion tools • Automated distribution tools Performance tracking • Analytics tools to track video downloads / traffic, and correlate to business performance (sales) SOURCE: joint report by McKinsey, Cisco, IBM, Aug. 2010

12. Thank You!