& cplSiteName &

Video Experience & Monetization: A Deep Dive Into Cisco's IP Video Applications

Light Reading

Editors Note: This report series documents the results of tests involving Cisco IP video infrastructure, demonstrations of its associated applications, and tests of its data center infrastructure. Earlier this year, following months of talks with Cisco Systems Inc. (Nasdaq: CSCO), Light Reading commissioned the European Advanced Networking Test Center AG (EANTC) to conduct an independent test of a premium network solution to facilitate advanced IP video services for service providers, enterprises, and broadcasters alike.

As discussed in the previous report in this series, Cisco has been marketing its ability to deliver multifaceted visual media over IP networks. (See Testing Cisco's IP Video Service Delivery Network.) These media-aware networks Cisco calls "medianets" encompass network elements such as Cisco’s 7600, ASR 9000, and CRS-1 routers, data center switches like the Nexus 7000 and 5000, and a set of associated services that deliver media applications.

This is the second of three reports covering Light Reading's and EANTC's massive test effort of several aspects of the Cisco's IP video end-to-end solution. The first report focused on the service delivery network. The final report, coming next week, will concentrate on the data center infrastructure. This report is dedicated to IP video applications, including the creation of a unique user experience and adding ways for service providers to make money on IP video services.

Building applications for IP video networks and delivering new services to consumer TVs is a software-centric business. Those aren't Cisco's roots, but it is an area where the company known for its switches and routers has spent billions in R&D and acquisitions in the past several years. (See Cisco's Latest Buy: Flippin' Sweet, Cisco Gains Presence With Jabber Purchase, Cisco Pays $120M for Pure Play, and Cisco to Acquire Scientific-Atlanta.)

In this study, EANTC and Light Reading independently confirmed that Cisco could demonstrate an ability to create advanced IP video applications for consumers and enterprises, including:

  • Advanced advertising insertion
  • Session shifting among the TV, mobile phones, and computers
  • A personalized user interface on the TV
  • Web 2.0 integration with the TV set
  • Adding user-generated content to an IPTV provider's traditional programming fare

For service providers looking to make money with subscriptions, transactions, revenue sharing, and advanced advertising on IP video networks, Cisco's foray into IP video applications will be of special interest. What's more, consumers will want to read about these demonstrated capabilities as well. They'll want to discover: What is Cisco showing it can do that their current pay TV providers lack?

Our methodology
Having already discussed our approach to testing in the previous report, it is important to note that we spent some time coming up with a methodology for validating the applications presented by Cisco. This wasn't a test, per se, so the challenge we faced was to make sure that the capabilities that Cisco wanted to demonstrate were truly supported and performed well. If testing a router, switch, firewall, deep packet inspection device, or entire network solution for performance and scalability values were the target of the test, our testing partner for this engagement, Spirent Communications, would be able to measure them.

Things were different for this exercise – we needed to verify that a specific feature simply existed.

We agreed to the following conditions:
  • EANTC would receive a live presentation with the complete solution, live devices, and TV screens at Cisco’s media-centric briefing center.

  • EANTC reserved the right to examine any part of the infrastructure, trial the applications ourselves, and disconnect any cable in the lab (and we did just that on more than one occasion). This enabled us to physically verify that the demo we were receiving was really running over the network.

  • EANTC used Wireshark to monitor the network and record the traffic flows presented on the demonstration screens. The Wireshark packet traces allowed us to see that the set-top boxes, for example, were sending the appropriate requests for multicast groups, requests for content on the Web, etc.

Once we agreed to the above we felt comfortable to independently explore Cisco’s IP video applications. Following is the hyperlinked table of contents for this report:

— Carsten Rossenhövel is Managing Director of the European Advanced Networking Test Center AG (EANTC) , an independent test lab in Berlin. EANTC offers vendor-neutral network test facilities for manufacturers, service providers, and enterprises. He heads EANTC's manufacturer testing, certification group, and interoperability test events. Carsten has over 15 years of experience in data networks and testing. His areas of expertise include Multiprotocol Label Switching (MPLS), Carrier Ethernet, Triple Play, and Mobile Backhaul.

— Jambi Ganbar is a Project Manager at EANTC. He is responsible for the execution of projects in the areas of Triple Play, Carrier Ethernet, Mobile Backhaul, and EANTC's interoperability events. Prior to EANTC, Jambi worked as a network engineer for MCI's vBNS and on the research staff of caida.org.

— Jonathan Morin is a Senior Test Engineer at EANTC, focusing both on proof-of-concept and interop test scenarios involving core and aggregation technologies. Jonathan previously worked for the UNH-IOL.

Next Page: A Man's Home Is His CAISL

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
User Rank: Light Beer
12/5/2012 | 4:03:15 PM
re: Video Experience & Monetization: A Deep Dive Into Cisco's IP Video Applications

Seems like a mismatch, you mentioned VAMS was being tested on a IE running on WinXp, but the screen shot is of a Mozilla Firefox !

Will the next Gen NMS will be a more like the new Gen Web applications, intelligent UI and an increasing dependecy on JavaScript?




User Rank: Light Beer
12/5/2012 | 4:03:04 PM
re: Video Experience & Monetization: A Deep Dive Into Cisco's IP Video Applications

Hi photonic_light,

Indeed Cisco used Internet Explorer in the CAISL lab for the VAMS demonstration.

Later on, we chose Firefox to take screenshots for publication because we were
able to zoom in and out easily within the web page so we got better quality
screenshots. (Maybe that is also possible in IE but we just don't know how.
It is not my intention to kick off a browser debate.)

Cisco stated to us: "The VAMS components are browser agnostic as long as
they have Java support. [Cisco] have tested with Firefox, IE, Netscape, Mozilla
and Safari."

Thanks, Carsten Rossenhoevel/EANTC

From The Founder
NFV's promises of automation and virtualization are intriguing, but what really excites service providers is the massive amount of money they could save.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Women in Comms Introduction Videos
AT&T's Tech President Preps Workforce for the Future

7|26|17   |   5:47   |   (6) comments

AT&T is focused on the software-defined network of the future and is reskilling its workforce to get ready too, according to AT&T's President of Technology Development Melissa Arnoldi.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment

Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment

At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments

Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments

When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments

Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Telecom Innovators Video Showcase
Masergy's NFV Journey

7|11|17   |     |   (0) comments

Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
Telecom Innovators Video Showcase
Mavenir on RCS Cloud Platform & Multi-ID

7|10|17   |     |   (0) comments

Guillaume Le Mener, head of marketing and corporate development at Mavenir, discussed RCS and the recent launch of Multi-ID, which supports T-Mobile's DIGITS, the revolutionary new technology that breaks down the limitation of one number per phone and one phone per number.
LRTV Custom TV
ADTRAN Executive Outlines Trends in Next-Generation 10-Gigabit Cable Networks

7|10|17   |     |   (0) comments

Hossam Salib, VP of Cable and Wireless Strategy at ADTRAN, outlines key trends as MSOs begin to deploy next-generation Gigabit and 10-Gigabit cable networks. In the interview, Hossam outlines the advantages of a Fiber Deep architecture, FTTH options including EPON and RFoG, and the importance of SDN and NFV in building next-generation high-bandwidth cable networks.
LRTV Interviews
Global Capacity: Bandwidth Demand Driving Ethernet Growth

7|6|17   |   6:37   |   (0) comments

At Light Reading's Big Communications Event in Austin, Texas, Global Capacity's VP of Marketing Mary Stanhope talks about how the demand for bandwidth is changing the way service providers deliver broadband services.
LRTV Interviews
Colt's Services Chief on Digital Delivery

7|5|17   |   16:12   |   (0) comments

Rogier Bronsgeest, the chief customer experience officer (chief CEO!) at Colt, discusses the way in which the service provider interacts with its customers these days and his aggressive net promoter score (NPS) targets.
Women in Comms Introduction Videos
BT VP: Women Should Fill Security Talent Gap

7|5|17   |   6:00   |   (2) comments

By 2020 there will be six security jobs for every qualified worker, and Kate Kuehn, vice president of Security for BT in the Americas, says BT wants to encourage women to fill the shortage in jobs.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
NFV, SDN, Big Data – It's All About Automation
Craig Matsumoto, Editor-in-Chief, Light Reading, 7/21/2017
What's a Little Throttling Between Friends?
Mari Silbey, Senior Editor, Cable/Video, 7/24/2017
AT&T's Tech President Preps Workforce for the Future
Kelsey Kusterer Ziser, Editor, 7/26/2017
The Hidden (Human) Cost of Automation
Steve Saunders, CEO and founder, Light Reading, 7/26/2017
BBC Head: We Must Reinvent Broadcasting for a New Generation
Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation, 7/21/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.