© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 1 Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems Dan Donahue - Managing Director, FTI Consulting January 2008 Media Aware Networking using P2P?

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 2 Agenda P2P – A Factor for Access Service Providers (ASP) Media Aware Network The Dynamic Nature of Open APIs, SDKs and Control Value Chain Q&A

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 3 Content Providers / Aggregators Concentrate on their core business: High quality content production, aggregation and syndication Monetize their content and use the internet to reach Any screen Anywhere Expand and evolve the business models – pay per view, rental, one time buy, advertise support, revenue share, etc Peer to Peer is cautiously considered as a way to lower the cost of delivery. However, Tradeoff on security, control and Quality of Experience

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 4 Over the Top (OTT) Factor P2P networks enable mass distribution of media content to the end user with widely varying controls and monetization Method of distribution is evolving and shifting value in current Service Providers, particularly Access Service Providers As P2P / OTT becomes the dominant a mode of consumption, content producers and Service Providers need to adjust to avoid commoditization and marginalization What ASP methods will both satisfy both the consumer and the value chain while meeting the Content Provider needs? Adopt P2P as an optimization technology within the ASP Leverage Application innovation to drive monetization of content (Ad channels, iTunes, snugbug, Orb, Sling etc.) Contribute to making the Internet a more cost effective, reliable solution capable of delivering content, application flexibility and personization Common platform that allows monetization of service delivery ?

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 5 ASP P2P Observation Illegal Content perception Threatens traditional delivery Upstream Link Saturation Transit Cost Increase Limited participation in value add Issues Traffic Management Peering Concepts with current eqip Build out Network / Upgrades P2P Caching Compete w / OTT Players Containment From co-marketing to Integration of Services Optimised Delivery: CDN, QoS, Multicast, Quota exemption Improved Access to TV & Mobile / STB / GW Web Services network interface Precision Advertising Collaborate Media Aware Network – H-P2P Create Own TTM App value Chain Peering at Service Level Offer open optimized access to peers, i.e, Storage Savings, higher quality Lower cost of delivery DEPLOY

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 6 What if there was a new, media optimized routing platform that used thin layer to implement it? IP Infrastructure Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity Bindings The Application Layer New Structure:Todays Structure: IP Infrastructure Provider App IPTV Provider App IPTV Thick Middleware: IPTV Thick Middleware: IPTV Provider App VoIP Provider App VoIP Thick Middleware: IMS Thick Middleware: IMS Provider ApplicationsOver-the-Top Apps Cool Tools YouTube Middleware Cache P2P Overlay Cool Tools Joost Middleware Cache P2P Overlay Content Provider Content Brightcove Akamai P2P The Application Layer

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 7 A Media Aware Network Platform IP Infrastructure Cool Tools OTT App Middleware Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo Media Aware Network Services: Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo Bindings The Application Layer Provider App IPTV Provider App IPTV Middleware API Cool Tools OTT App Middleware API Cool Tools OTT App Middleware API Cool Tools OTT App Middleware Cool Tools Provider App (P2P TV) Provider App (P2P TV) Middleware API Cool Tools Provider App Net Jukebox Provider App Net Jukebox Middleware API OTT Overlay Cache OTT Overlay Value Add Content API

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 8 Content Creation Associate content w/ related materials 7 apply metadata Encode / Transcode Digital Asset Management Access Master Archiving Organize digital media assets Encode / Transcode in various video formats Security DRM Conditional Access Watermarketing Commerce Productize assets into bundles Set pricing terms Subscription, rental, download to own Commerce engine and payment capabilities Advertising Create playlist / ad inventory Create Biz rules such as must watch Integration with Ad campaign mgmt systems Ad server Prepare for Delivery Create catalog feed for CMS or syndication to multiple affiliates Deliver assets & metadata to mobile CDN, broadband CDN &TV VOD Infrastructure User Interface Manage devices Plug into any UI or player Manage distribution and playback (Streaming, download, P2P) User / ad metrics Next Generation name/address Programmable/ extensible (network APIs & SDK, workflows, event notify) Scalability with tera-scale distributed cluster Subscriber and media clustering Next Generation name/address Programmable/ extensible (network APIs & SDK, workflows, event notify) Scalability with tera-scale distributed cluster Subscriber and media clustering Chat, Group, RRnR Lightweight common client (core library, access library, PC, STB and mobile reference clients) Events, groups Data collection & mining Chat, Group, RRnR Lightweight common client (core library, access library, PC, STB and mobile reference clients) Events, groups Data collection & mining Scalability Delivery quality/perform ance Resilience by Design Lights out Ops & Mgmt Proximity, Bindings and control DHT Hierarchy InfraDHT Scalability Delivery quality/perform ance Resilience by Design Lights out Ops & Mgmt Proximity, Bindings and control DHT Hierarchy InfraDHT Virtualization Foreign resource WorkFlows ingestion Virtualization Foreign resource WorkFlows ingestion Ad Insertion (Server side, client side, personalization and measurements ) Security and wights mgmt. Super- distribution (consumer level with rights management, SP level to distribute across complex footprint) Foreign Resource integration Security and wights mgmt. Super- distribution (consumer level with rights management, SP level to distribute across complex footprint) Foreign Resource integration Broadband Technology Value Chain Value Chain – ABI research Foreign resource ecommerce tools (click to buy, paypal, etc) API for direct billing systems Foreign resource ecommerce tools (click to buy, paypal, etc) API for direct billing systems Media Aware Network

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 9 Value Chain vs. OSI Stack VALUE CHAIN Content Creation Asset Management Security Encode/Transcode Marketing Strategy Advertising Syndication GUI P2P Overlay Networks QoS Definitions QoS Management Bandwidth Chaching Services: Akamai, DNA, etc. 6 PRESENTATION 1 PHYSICAL 2 DATA LINK 3 NETWORK 4 TRANSPORT 5 SESSION 7 APPLICATION BUSINESS

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 10 Value Chain vs. OSI Stack VALUE CHAIN Content Creation Asset Management Security Encode/Transcode Marketing Strategy Advertising Syndication GUI P2P Overlay Networks QoS Definitions QoS Management Bandwidth Chaching Services: Akamai, DNA, etc. Content Creators Content Providers ISPs P2P S/W Developers 6 PRESENTATION 1 PHYSICAL 2 DATA LINK 3 NETWORK 4 TRANSPORT 5 SESSION 7 APPLICATION BUSINESS

© 2007 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialService Node 11 Thank You - Q&A