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Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Agenda
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
Pervasive Video: Video as the Next Voice
IP
IP-based
based voice services and equipment move toward
commoditization
– New revenue and margin services needed by SPs
Interactive Telepresence and Video is the next generation
communication medium
Video is on a trajectory
j y to be very
y big
g
– YouTube / FaceTime Generation
– Video’s time has come: Advances in standards, coding, processing
performance, bandwidth, QoS, mobility,
p y business transformation, etc.
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
Why Cloud Services for TelePresence?
SP Considerations
Networked
Decentralized Model
Network topology aware
Distributed at the media
handling and network services
levels
Virtualized Fully
y Integrated
g
Multi-client infrastructure Efficient management,
and applications provisioning, diagnostic
Virtualized media Network
Flexible billing models
resources (e.g. MCUs, Economics Revenue settlement
Multi-point switches,
switches etc) records
d
Service Operational
Scale Efficiency
$4,851
+18% $4,387 24%
$3,910
28%
$3,281
$2,580
$1,979
Infrastructure
15%
Personal Video
VC & TP Endpoints
Source: Wainhouse Research Enterprise Videoconferencing Endpoints & Infrastructure Products Forecast, July 2010
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
Enterprise Customers are Changing the way
they
y Collaborate…in a Big
g Way!
y
Global TelePresence
Service • 20M Webex minutes
per month
60 C‐Suite
C Suite • 1.5M
1 5M video minutes
12 Solution per month
TP
3000
900 Multipurpose
M li
Multi‐Purpose Room
Systems
6000
1700 Executive =3 Years
Desktop Appliances Desktop
=Today
65,000
20,000 PC‐Based
PC Client Desktop
20,000,000 Mins WebEx Per Month
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
Audience Question #1
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
Natural Progression of TelePresence
Step 5
Services in Service Providers SP-to-SP
Interconnect
Step 4 B2B Service
Enhanced
Managed B2B
Step 3 Intercompany
TelePresence
Managed B2B
I t C
Inter-Company
Step 2 TelePresence
Managed Intra-
company
T l P
TelePresence
Step 1 Network Service
Deploy TelePresence
f iinternall SP use
for
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
Why Should SPs Care about Telepresence?
Drives network bandwidth needs – circuits, traffic levels
Intra-customer VPN
I t
Inter-customer
t VPN
Customer/SP Exchange Access
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
Cisco TelePresence Traffic Characteristics
Resolution
al Resolution
s of Horizonta
1080 lines 1920 lines of Vertical Resolution (Widescreen Aspect Ratio is 16:9)
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
Cisco TelePresence Traffic Characteristics
Max Bandwidth Consumption Per Second
11Mbps
Mega
5 10 second
“Average Call” Bandwidth Consumption Per Second
Resolution 1080p 1080p 1080p 720p 720p 720p 720p
Motion Handling Best Better Good Best Better Good Lite
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
Cisco TelePresence Traffic Characteristics
One-Way Latency,
Latency Jitter and Loss Targets & Thresholds
Service
CE PE Provider PE CE
Campus Branch
Serialization,
S i li ti P li i
Policing, Serialization,
Encoding, De-Jitter Buffer,
Queuing, Shaping Queuing, Queuing, Queuing,
Packetization Shaping Decoding
Shaping Propagation
SLAs Only Relate to Network Flight Time
Codec Codec
Converged
C d Overlay
O l
Network Network
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
Cisco TelePresence Traffic Characteristics
Summary
Traffic Network
Characteristics Requirements
dth
Bandwid
IP
Time Ultra-high
g bandwidth
Multiple channels of 1080p (or Very low latency, jitter and loss
720p) resolution video and wide- SLA targets and thresholds
band audio @ 30 frames/sec
Highly-reliable,
g y e ab e, redundant
edu da t
Variable video frame sizes
Latest generation switching and
Large packets, high packets/sec routing platforms and IOS queuing
and shaping policies
Very low latency, jitter and loss
targets and thresholds End-to-end Quality of Service
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
Why Should SPs Care about Telepresence? (Cont.)
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
Service Provider Revenue Opportunity
New revenue opportunities for SP
SP managed service deployment TelePresence
Service Provider
Y
Cust_X site 1
Cust_X VPN
TelePresence
Exchange
SP
SP D l
Deploymentt
Cust_X site N IP/MPLS network
Public Suites TelePresence
Transport Service Provider
Z
Public Suites
Public Suites
• hotels
• airports etc…
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
Audience Question #2
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
Agenda
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
Classification of Managed Service
Provider Solutions
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
Telepresence Exchange High Level Architecture
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
The New Cisco TelePresence Portfolio
I t
Integrated
t d Architecture
A hit t
Any to Any Interoperability
Cloud Services
Endpoints Infrastructure
Scalable
S l bl and
d Reliable,
R li bl Secure
S
Complete Portfolio
Comprehensive and Global Reach
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
Cloud Solutions: SP Service Creation Platform
Cisco TelePresence Exchange System (CTX)
Integrated media, service control
Apps Scheduling Portal & hosted application sol
solution
tion
Directory Services platform for SPs:
Layer Vertical Applications
• Enables portfolio of new
TelePresence cloud services
• Enhanced service velocity
Service Orchestration • Scalable for regional & global
Resource Management deployment
Service & SLA
Inter-SP Control g
• Reduce TCO: integrated p
platform,
Control
Integration APIs ops tools, flexible licensing
Management /
Provisioning tools Benefits for Enterprises:
• As-a-service model improves ROI
Network & Edge Routing • Rapid
R id scalel & global
l b l reach
h
Media Routing / Switching
• Extend collaboration benefits via
Multipoint
Session Switching hosted video communities
Handling SP A SP B IVR
Interoperability
Industry’s first service creation platform for TelePresence solutions
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
Cisco TelePresence Exchange System
Telepresence Service Creation Platform Strategy
SERVICE ORCHESTRATION
MANAGEMENT
SERVICES SERVICES
CREATION
Experience
CONTROL BILLING Mgmt & Network
RECORDING IVR
SERVICES SERVICES SERVICES
Service
INFRASTRUCTURE
CUC CUBE
SBC VCS CTMS MSE TCS MXE ASR NAT/ FW
M
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
High Level Architecture Overview
Scheduling Portal
Application
SIP Line
SIP Trunk
Plane
Physical Access
CTX Deployment
Admin Portal
Hosted Controller
CTX
Control
Cisco
TelePresence
Scheduling
Middleware
Plane
Exchange
VCSc CUCM CTS-Man System CUCM CTS-Man
East Coast
Media Sub‐System Media Sub‐System West Coast
Media
Pl
Plane
Session IVR MSE MSE IVR
CTMS Routing / Routing / CTMS Session Routing /
Border
Pool Switching Pool Pool Pool
Switching Pool Pool Border Switching
Customer Access
TMS VCSc
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
Managem Interop Architecture using Telepresence Server
g and
ment
ol Scheduling
Other Functions
• FWT/SBC
Outlook
• Gateways
CT Manager TMS • Transcoders
• Recordingg&
an
Call Contro
and Dialpla
VCS
CUCM
dpoints
MOVI E20
Profile 52 T1
End
CTS 3010
CTS CTS 500
1100/1300
T3
ng
Conferencin
Multipoint
Media/
Protocols
SIP Enhanced SD
720p
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
Question and Answer
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30