1 © 2002, Cisco Systems, Inc. All rights reserved. A. Clemm; MMNS 02 panel Is the Internet ready for Multimedia? Alexander Clemm Cisco Systems MMNS 2002 Panel October 8, 2002

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 222 Is the Internet ready for multimedia? Internet  “The” Internet  Internet technology  focus here Multimedia  Media  Multiple (concurrent) media (a.k.a. convergent networks)  Multimedia Several communications media (voice, video, text, graphics) At least one discrete, one continuous Interactivity, non-linearity

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 333 Is the Internet ready for multimedia? “Are you ready?” Technology ready “Does it work” Deployment ready “Does it REALLY work?” Operations ready “Can you run it?” Business ready “Can you make money with it?”

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 444 Media Text, graphics, “data” Voice (&fax) Video

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 555 Media - text, graphics Technology ready: Deployment ready: WWW Business ready: e-business,.com, file sharing Operations ready: ISPs, IDCs

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 666 Media - voice Technology ready:  Great strides in control and signaling H.323, SIP, Megaco/MGCP  DSP technology  QoS, RTP, bandwidth allocation, diffserv, etc. Deployment ready:  Many IP phones, many VoIP ports shipped  Many VoIP/PSTN gateways shipped  Getting there: Unified Messaging

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 777 Media – voice / business readiness Traditional telephony business models Areas for further work  More creative new services, business models Voice and data –You’ve got mail –Unified messaging Voice and Multimedia –E-learning –E-gaming Managed services: Accounting of management operations Other  Internet radio

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 888 Media – voice / operations readiness IP PBX  Well understood, nothing really new Managed services  Still new  Aspects to think about “Shared” management Security, Accounting How to define an SLA CNM; linking of Web portals and OSS, CRM Class 4/5, PSTN replacement  Well understood  Trick is how to deal with distribution Virtual switches, zones, dial plan management…

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 999 Media – voice / operations readiness Areas for improvement  Managed services Aspects such as SLAs, management accounting beyond the service itself  Management standardization Standard technology MIBs Standard service-level management; examples: –Standard dial plan management –Standard zone management  Improved manageability Enhancing control + self-management capabilities Controllers as management proxies

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 10 Managed as network (complex ) Con- troller Agent Mgt system GW Agent GW Agent GW Agent Managed as system (simple) Internal mgt. comm. Con- troller Agent GW Mgt system Simplifying management operations Controllers acting as mgt proxies Controller to act as management proxy Conceptually more centralized model Less synchronization, coordination, scale issues

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 11 Media - video Technology ready  MPEG-2, MPEG-4  High-speed routing, data transmission Deployment ready  Digital cameras, camcorders  ETTx  Areas for improvement: Usability Accounting models Bandwidth

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 12 Media - video Business ready  Traditional business models Video distribution – residential Video distribution – broadcast networks  Video conferencing, video PBX As simple as calling via telephone Might accelerate network convergence / multimedia over Internet  Video  Digital TIVO-type services

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 13 Media – video / operations readiness Much is well understood Areas for improvement:  SLAs  Management standardization Technology MIBs Standard service-level management  Improved manageability Enhancing control + self-management capabilities Controllers as management proxies  Video content management Indexing, distribution

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 14 Multiple media– a.k.a. “converged networks” Technology ready  IP as “network of networks” Deployment ready  Converged networks  Critical items: Resource contention Resource allocation schemes Service interaction Business ready  All the goodness of individual media, PLUS:  One network vs. multiple networks Major value proposition and selling point!  Service Bundles– greater marketing flexibility  Upsell capabilities – same network, new revenue sources

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 15 Multiple / operations readiness Simplified operations  One network vs. multiple networks Areas for improvement:  Definition of cross-service SLAs  Service guarantees, oversubscription, trading off between services  Creation of new services (or service bundles)

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 16 Multiple / operations readiness Areas for improvement (continued):  Isolation of services for management purposes – dealing with service interaction Address as part of configuration management + provisioning Resources must be claimed for the services that are provisioned over them Requires management resource allocation schemes, enforcement schemes Recognizing service feature interaction  Modularity of service management offerings Integration of individual service managers Modularity of monolithic applications  Management standardization

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 17 Multimedia Questions  Business models E-Learning Gaming ?  SLA definition  Multimedia-QoS (QoS beyond jitter, delay, throughput)  Accounting Duration based Flat rate What is a “call”  Management standardization

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 18 So, is the Internet ready for multimedia? It depends Many pieces are there At least ready to get started

19Presentation_ID © 1999, Cisco Systems, Inc.