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The Power of IP Video
Unleashing Productivity with Visual Networking
Jennifer C. Baker
Felicia Brych Dalke
The definitive guide to deriving business value from IP video solutions
Using today’s rich new IP-based technologies for video, voice, and web collaboration, businesses can streamline and accelerate processes, increase productivity, and improve both top and bottom lines. In The Power of IP Video, a team of Cisco® experts shows you exactly how to make the most of these powerful new IP video solutions. Writing for both business and technical decision makers, the authors present new best practices for optimizing virtually any program or process and for improving collaboration between virtually every employee, customer, supplier, and stakeholder.
Drawing on their pioneering experience working with IP video internally and supporting the top Cisco customers, the authors show you how to make the business case for IP video and offer practical guidance for successful implementation. To demonstrate IP video at work, they also present an extensive set of case studies from large, medium-size, and small companies in many leading industries. Along the way, they demonstrate the real-world application and value of several key Cisco solutions, including Cisco Unified MeetingPlace®, Cisco Unified Video Advantage, Cisco Unified Communications Manager, Cisco TelePresence™, Cisco Digital Media Management, video surveillance, and WebEx®.
Jennifer Baker, senior manager in the Worldwide Technology Practice group at Cisco, leads marketing efforts around TelePresence, Digital Media Management, and related solutions.
Felicia Brych Dalke is marketing operations manager for Collaboration Business Services.
Mike Mitchell is currently director of the Collaboration Business Solutions team at Cisco, responsible for connecting business processes with visual networking tools.
Nader Nanjiani is marketing manager for Unified IP Communications at Cisco, and co-author of The Business Case for E-learning (Cisco Press).
This volume is in the Network Business Series offered by Cisco Press®. Books in this series provide IT executives, decision makers, and networking professionals with pertinent information about today’s most important technologies and business strategies.
Category: Networking: IP Communications
Covers: IP Video
Pt. I Where Are We Headed? 1
Ch. 1 Quad-Play and the Curse of Interesting Times 3
Ch. 2 The Way We Work 17
Ch. 3 Beyond Workplaces: Video in Collaborative Workspaces 29
Pt. II Cisco in Play 39
Ch. 4 Scaling the CxO 41
Ch. 5 Cisco Finance and Investor Relations: Transforming Processes, Partnerships, and Public Perception 57
Ch. 6 Cisco Marketing: Video Accelerates Communications, Collaboration, and Time to Market 79
Ch. 7 Optimizing a Global Engineering Organization 97
Ch. 8 Maximizing Your Human Resources Through IP Video 121
Ch. 9 Save More, Make More: Increasing Sales Productivity with IP Video 131
Pt. III Show Me the Money 143
Ch. 10 Transforming Educational Paradigms with IP Video 145
Ch. 11 Financial Services and Video: Accelerating Revenue, Relationships, and Much More 161
Ch. 12 The Doctor Will See You Now: Transforming Healthcare with Video 177
Ch. 13 The Influence of IP Video on Other Industries 199
Pt. IV No More Walls 227
Ch. 14 Opportunities in the Era of Visual Networking 229
Ch. 15 Collaboration Like Never Before: To Make a Difference 241
Pt. V Appendixes 255
Appendix A How Cisco Uses Streaming Video for Worldwide Corporate Events and Training 257
Appendix B Cisco Visual Networking Index: Forecast and Methodology, 2007-2012 275
Video changes everything!
When we think about the evolution of business communications, we first think about the telephone, text-based email systems, voice mail, text messaging, and voice conferencing. As businesses migrated to converged IP networks, we saw more integrated voice/web/videoconferencing, video streaming, instant messaging, and the start of integrated communications enter the business environment.
Today, we hear about quad-play technologies, Unified Communications solutions, TelePresence, IP video surveillance, video portals, Web 2.0 mash-ups, and various solutions developed to address a variety of business needs, all leading to visual networking. The use of IP video to transform business is a growing trend, and large companies or public institutions that want to remain competitive need to prepare for change!What Is Visual Networking and Why Is It Important?
In the simplest terms, visual networking is the combination of digital video and social-networking (Web 2.0) technologies. It also includes various traditional video applications such as conferencing and streaming that enable communications, collaboration, and new business models. In terms of trends, IP video combined with interactivity promises to make the video experience measurably distinct and improved from the passive video viewing experience with traditional media. And the possibility of making video interactivity pervasive across web, mobility, and IPTV (next-generation TV) platforms promises even greater engagement and responsiveness for audiences.
So why is visual networking important? From a business perspective, the combination of Web 2.0 technologies and IPvideo means that your teams will be able to interact and collaborate in a meaningful way from anywhere in the world. Thus, businesses can have an unprecedented level of agility. Teams can form dynamically around an opportunity, rapidly build rapport, begin developing solutions, and then be repurposed to a new opportunity. Physically “being there” is no longer a requirement.
A few Internet video trends highlight the growing acceptance of this form of communication. In 2005, 9 billion video streams were served over the Internet, and in 2006, that number rose to 31 billion streams. By December 2007, in only 1 month, 10 billion video streams were served— (more than all of 2005)! Video now accounts for 60 percent of Cisco internal network traffic; and although we are an obvious early adopter of these technologies, it is a sign of changes to come.
In 2008, another video trend was established. NBC Universal captured more than 3600 hours of video from the 2008 Olympic Games (more video than all other Summer Games combined)! Viewers were able to watch video recordings online via the Internet of events that had never been broadcast before. By 2010, corporate TelePresence traffic is expected to generate more traffic than the entire Internet backbone in 2000. All of these trends demonstrate the growth of IP video and indicate a need for even greater Internet bandwidth.
From a product perspective, these trends keep Cisco focused on video as a strategic priority, and require a next-generation platform to manage the expected demand. The network is the platform to provide new video experiences; and content creators, aggregators, service providers, and consumers are all stakeholders in creating these experiences.What Is This Book About and Why Are We Writing It?
The purpose of this book is to share with you potential business value from the use of IP video and visual networking in enterprise and public sector environments. Examples, case studies, and quotations are used throughout the text to describe the Cisco experience, or in some cases the Cisco evolution, in our use of IP video to engage employees, partners, and customers. We also describe how IP video is changing customers’ businesses or services within several industries. The examples demonstrate how visual networking is used to increase agility, cut operational costs, improve communications, grow revenue, and create new competitive advantages.
Besides the examples and case studies, we also provide an introduction to quad-play technologies (voice, video, web, and mobility applications) and describe how they are changing today’s workplace. Employees are able to conduct business, regardless of location, as long as there is an Internet or appropriate smartphone connection. In the summary chapters, we cover many visual networking use cases and discuss the future of visual networking, particularly as it relates to green initiatives (the new global priority).
As authors, our experience crosses many viewpoints about video as product managers, marketing experts, business sponsors, IT managers, end users, and teleworkers. We have either planned, developed, deployed, or used all Cisco video or video-related products, and we see how the integration with social-networking applications is changing how we do business.
As an authoring team, we make use of visual networking wherever we can, whether contributing to a blog about the book or conducting a review session with our Cisco Press team members. We’ve included here a recent picture of Jennifer, Mike, Felicia, and Chris using our USB cameras and WebEx Meeting Center to conduct a meeting about this book and share our video. Jennifer and Chris are both full-time teleworkers, but by using visual networking tools, they are just as connected to their team members as if they were sitting in the next cubicle. Chapters 1 and 2 explore this concept of enabling remote work and more efficient communications through quad-play solutions.Who Should Read This Book?
The focus of this book is on the business value created from IP video in an enterprise or public sector environment. It does not cover the technology considerations for implementing the individual technologies. Based on this business focus, CxOs, business decision makers, managers, business process experts, communicators, and strategic planners from any functional discipline, within any industry, will benefit from the examples and best practices shared in this text.
We assume you will be able to apply these examples to your business and identify how you might be able to improve communications, cut costs, or even transform your business to grow revenue. At the very least, the examples will show you what Cisco and other companies are experiencing and might spark some new thinking.Visual Networking to Transform Business
Across many industries, visual networking is creating positive opportunities to improve business. The most natural example is improving communications within a corporation, which can be as simple as deploying video blogs to enable one-to-many communications, or can be more complex such as deploying video telephony to enable better one-to-one communications. Either way, the visual queues available through video provide a richness to the communication that is not present through audio or text alone. Video increases the impact and retention of the message and helps build trust.
In the education space, organizations are globally deploying video technologies to transform learning and education management. The current use of IP video has enabled innovation of learning for career advancement and to enrich the classroom. The University of California - Berkeley uses it to reach dispersed learners via podcasts, delivering content to students both on and off campus. IP video is also being leveraged to secure campuses and schools, thus fostering safer learning environments.
With regard to the financial services sector, we discuss how a major U.S. bank implemented IPTV as a new training method, accelerating new product revenues by nearly 25 percent. This initiative achieved a return on investment in less than one quarter! The bank also uses the IPTV solution to improve corporate communications and share best practices among its sales associates. Several other U.S. financial institutions are also using IP videoconferencing and TelePresence to improve business relationship, extend expertise to customers, grow revenue, and reduce travel.
Besides the traditional use of video to improve communication and collaboration between staff and hospitals, the healthcare industry is finding innovative ways to improve patient care by increasing access to medical expertise. The University of California Los Angeles (UCLA) and Johns Hopkins medical facilities are using InTouch Remote Presence Robots to enable doctors to project themselves to another location via remote-controlled mobile robots: to move, see, hear, and talk as though they were actually there. In Canada, the Ontario Telemedicine Network (OTN) uses a dedicated IP network to link nearly 400 sites in rural northern Ontario to large urban teaching hospitals. They conduct more than 32,000 video consultations per year, and use the infrastructure to deliver educational broadcasts.
In 2008, the use of TelePresence made significant advancements. More than 40 global service providers have deployed Cisco TelePresence in their networks. Several providers, such as AT&T and British Telecom, have already started to grow their business by offering TelePresence services to their customers. Even the real estate and hospitality sector is buying in to this new business offering. Taj Hotels Resorts and Palaces have started to offer public TelePresence services between global locations on a pay-by-the-hour basis to customers. This offering is definitely a competitive advantage for Taj over other global luxury hotels.
Two Cisco vertical solutions provide the opportunity to change real estate and sports industries through Cisco Connected Real Estate and Cisco Connected Sports. The solutions incorporate a combination of Unified Communications, TelePresence, IP video surveillance, digital media, wireless, and other applications to transform the management and operations of buildings and sports complexes. The benefits associated with these solutions include lower operating costs, improved security, new and improved customer experiences, and new revenue opportunities. Pechanga Resort and Casino and the Watford Football Club are two organizations in this sector that are taking advantage of the power of IP video.
Overall, the use of IP video and visual networking are transforming business in many industries. Within Cisco, the application of video is evident within each functional line of business. From key delivery organizations such as product development, marketing, and sales to corporate support organizations such as human resources and finance, IP video is improving communications, enabling knowledge transfer, growing revenue, and reducing costs, particularly through travel reduction.Visual Networking to Influence Public Opinion
Cisco began studying trends in visual networking earlier this year by sponsoring research for and application of a Visual Networking Index (VNI). A VNI Forecast was first introduced to provide projections for global IP network growth and usage. It is based on analysis from independent analysts’ forecasts. You can read more about about VNI in Appendix B.
As part of this VNI focus, regular installments of a VNI Pulse are planned to provide quantitative views of network-based consumer behavior through direct data collection. The first Pulse study, which was released just before this book went to print, describes the influence of visual networking in the 2008 U.S. presidential campaign. Participants in the Cisco VNI Pulse study included more than 1800 registered U.S. voters, who identified themselves as Democrat, Republican, Independent, or undecided. Some of the key findings included the following:
The Internet and visual networking are playing a key role to provide voters with election information and news coverage. One need only browse the content posted on YouTube, Wikipedia, or various news sources to learn about the campaigns, investigate issues, and form an opinion. And more than ever, citizens are using these tools to express their own opinions and have them heard.How Is This Book Organized?
Although this book is intended to be read cover to cover, it is organized to allow you to focus on only the content that is most relevant to you. Part I of the book, Chapters 1 to 3, provides an introduction to the topic and dscribes why video and quad-play technologies are playing such a crucial role in communications today. These chapters also describe how the workplace is changing into work moments. Part II, Chapters 4 to 9, covers the Cisco experience with visual networking, organized by business function: CxO, finance, marketing, engineering, human resources, and sales.
Part III, Chapters 10 to 13, covers the external customer experience with visual networking, from several vertical markets making the greatest use of video: education, financial services, healthcare, high tech, real estate and hospitality, and sports and entertainment. Part IV, Chapters 14 and 15, describes the many use cases of visual networking and demonstrates how the future of video will impact business and the environment. If you do intend to read all chapters, the order outlined in the book is an excellent sequence to follow.Chapter Summary
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Posted January 26, 2012
Are you looking for a book on the business value created from IP video in an enterprise or public sector environment? If you are, then this book is for you! Authors Jennifer C. Baker, Felicia Brych Dalke, Mike Mitchell and Nader Nanjiani, have done an outstanding job of writing a book that shares with you the potential business value from the use of IP video and visual networking in enterprise and public sector environments. Authors Baker, Dalke, Mitchell and Nanjiani, begin by exploring the key trends driving the need for change: virtualization, globalization, and consumer-led entry of applications. Then, the authors describe a real-life scenario that demonstrates their use; as well as, the potential benefits from the use of quad-play technologies. Next, they discuss how “work” is no longer a location one goes to, but the activity that one engages in, regardless of where one is. The authors also show you how video is used with the finance and investor relations functions to improve training and knowledge transfer. They continue by demonstrating how IP video is used to improve communications and collaboration; to accelerate global go-to-market of new products and services; and, to connect with customers in many new, high-impact ways. Then, the authors describe various use cases from engineering executives, technical leaders, and program and project managers. Next, they concentrate on the increased productivity that IP video can add to the employment process: recruiting, ramping up new hires, knowledge transfer, and change management. The authors also explore benefits experienced by the sales function to drive both cost savings and top-line revenue growth from making the sales force more efficient, conducting product launches faster, and making subject matter experts available sooner. They continue by showing you how video is being used in education to generate increased value for students, administrators, and communities. Then, the authors discuss how video makes a measurable impact on collaboration, training and relationship building, new product rollout, customer service, and regulatory compliance. Next, they show you how healthcare organizations are using video to build and extend medical expertise, improve staff communications, transform patient care, reduce the cost of care, and improve patient experience with new and innovative services. The authors also explore the use of video in the high-tech, real estate and hospitality, and sports and entertainment industries to improve communications, reduce operating costs, and create competitive advantages. They continue by examining how organizations may benefit when all things Web 2.0 are embedded into video to unleash the era of visual networking. Finally, they discuss how the use of these technologies can improve remote collaboration and productivity, leading to several benefits that protect the environment. This most excellent book describes how IP video is changing customers’ businesses or services within several industries. Perhaps more importantly, this book covers many visual networking use cases and discusses the future of visual networking, particularly as it relates to green initiatives.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted April 3, 2009
Video is now poised to overthrow P2P traffic on the internet. Collaboration is the way to go and visual networking plays a huge role in it. Visual networking is no longer nice to have but must have technology for all IT organizations. As IT Manager I am fully convinced that video is extremely important for productivity and efficiency of employees. It will save time, travel costs, improve communication and unleash employee productivity. IT Managers should read this book, understand the impact and importance of visual networking and ready their networks for Video transport. If this book cannot convince you and your management, nothing else will.
The book is well laid out, easy to read and uses detailed case studies to show the power of visual networking. The book also explains Cisco Telepresence solution in sufficient detail and how it is helping Cisco and other organizations in reducing costs and increased productivity.
Overall it is an excellent effort by Cisco Press and should help understand readers the impact of IP Video and Visual networking.
Posted March 30, 2009
This is book is directed at IT management and key decision makers who need a quick but through briefing on IP Video for possible use within their organizations.
The book is an easy read and well constructed with many examples of how IP video can be used by various organizations to shrink the business world into a Unifed virtual work place. The examples of the authors using the technologies and processes they talk about provide provocative thoughts as to how this technology can be used to bring far flung office closer together. It also provides very good examples of the ultimate in telecommuting by Cisco managersusing the technology of Cisco Telepresence. In all a quick and easy introduction into the world of IP Video.