1. CITC Opening Keynote - Vision for Content in the Cloud Geng Lin, Ph.D. CTO, Cisco-IBM Alliance Cisco Systems gelin@cisco.com CONTENT IN THE CLOUD DCIA Conference within CES 2011.01.07

2. Cisco-IBM Alliance – Business Overview Prominent Demo Center Locations 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 Develop, Sell Joint Cisco-IBM Solutions Worldwide Manage Cisco-IBM business relationship Multi-Billion Dollar Revenues Total Demo Center Labs 300+ 2

3. Technology and market forces are impacting the landscape of content industry around the world, requiring the transformation of the industry business models Integration of rich- media content into business process to improve business performance and operational efficiency 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 Cloud-based business model… simplification of content industry value chain Proliferation of end devices – anytime, anywhere content consumption Industry pressures 3

4. TelevisionCinema/FilmRadioPrintMusicTelephony VideoFilmSoundDataSoundVoice It Disrupts Todays Entertainment Content Value Chain Global Internet Cloud Model $$$$$$ $ TV, Film, Music, Print … Digital 4

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

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

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 *Business Video Study, Cisco Systems, November 2008 N=XXX N=201 N=40N=41N=31N=47N=42 FinanceRetailManufacturingEducationOther 7

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

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

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

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

12. Thank You! 2011.01.0712