Student Guide PDF (Master)

Cisco TelePresence Pre-sales
Account Manager Training
Student Guide
Version 4.0
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© 2007, Cisco Systems, Inc. All rights Reserved, Cisco Confidential ii

Course Overview
This course has been designed to help generate a deeper awareness of Cisco TelePresence,
and provide the sales force knowledge they need to be conversant with their customers at a
business, technology and a solution level, including the technical knowledge required to speak
intelligently about the technology, and ensure successful customer engagements by
educating the sales force and the ATPs on the technical requirements for Cisco TelePresence
(i.e. room and network requirements) and procedural guidelines for taking a customer from sale
through to implementation.
Target Audience
This course is designed in the English language.
It is intended as the TelePresence pre-sales training to be provided to the Cisco sales and
system engineering personnel.
Course Prerequisite
The prerequisite for this course with
be QuickStart for Cisco TelePresence.
This 2.5-hour online offering creates
helps to create initial awareness
around the Cisco TelePresence
solution for:
Solution Overview:
Provides a high-level
background of Cisco
TelePresence including
understanding the
concepts of Cisco
TelePresence, product /
solution offerings and
roadmap
Value Proposition: Arms the field, giving them the ability to analyze and understand
customers’ problems, how those problems affect overall business, and how Cisco
TelePresence solves those problems.
Vertical Markets: Enables learners to profiles potential buyer and segment targets,
including functional titles of key decision makers and tactics to address concerns of
those customers in purchasing positions.
Go-to-Market Strategy: Clearly defines the field and channel go-to-market strategy
that establishes roles and responsibilities, routes to market and sales strategies
associated with the field and channels sales team.
Technical Background: Gives learners technical information that includes specific

details of product or service function, uses, life, and linkages with other systems or
products.
© 2007, Cisco Systems, Inc. All rights Reserved, Cisco Confidential iii
Competitive Positioning: Highlights characteristics of the Cisco Empowered
Branch solutions that differentiate it in the market and how the pricing, message,
and model compare with competitor’s offerings.
Service Offerings: Describes key service offerings that are critical to successful
implementation of products and technologies to accelerate product absorption
and/or ensure ongoing effectiveness of implementation.
Solution Pricing: Gives product pricing information linked to strategies for justifying
the product’s cost as well as bundled pricing.
Customer Wins: Arms learners with proof points and success stories to
demonstrate the value of a Cisco TelePresence solution. This module contains
generalized information on customer feedback as well as direct account customer
testimonials, as well as includes sales success stories and best practices.
QuickStart for Cisco TelePresence Enrollment
To enroll into the QuickStart for Cisco TelePresence online course offering, go to URL:
CEC Access:
http://glms.cisco.com/ems?ssp=/index/index.saba&siteName=ems&UrlId
=131327
PEC Access:
http://cisco.partnerelearning.com/pec/Direct.asp?URL=20202321479395.1893
For additional enrollment information, contact Tony Anderson at toanders@cisco.com.
© 2007, Cisco Systems, Inc. All rights Reserved, Cisco Confidential iv

Module 01: Welcome
– Cisco
TelePresence
PreSales ILT for
Account Managers
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1-1
Agenda
Welcome
Sales Process review & CxO Relevancy
Break – 15 minutes
Business Case for TelePresence
The Discovery Process
Lunch – 75 minutes
Creating a Customer Proposal
Order Assurance
Competitive Landscape
Break – 15 minutes
TelePresence Technology and Design Overview
Learner Skill and Knowledge
Prerequisite
Cisco TelePresence
PreSales QuickStart
Training
Recommended
Training
QuickStart for Cisco
Unified
Communications
© 2007, Cisco Systems, Inc. All rights reserved. 1-1

Introduce Yourself
Name
Company
Experience Selling Cisco TelePresence
Honest thoughts on Cisco TelePresence
15 Minutes
Class Format
Learners will be divided into teams working together to

accomplish class based activities.
Activities will focus on idea sharing through exchanging
customer comments and feedback.
Discussion: What Makes TelePresence a

Valued Enterprise Solution?
Share examples
Identify messages to which potential customers respond
Build a picture of what could be
Give examples of innovations that are standards today
20 Minutes

Cisco TelePresence Channel Contacts
US Ted Demeris tdemeris@cisco.com
US Joel Cochran jocochra cisco.com
CN Rebecca Leach releach@cisco.com
Europe Janis Bergquist jbergqui@cisco.com
Emerging Rui Teixeira rteixeir@cisco.com
APAC Shankar Subramanian shanksub@cisco.com
Japan Yoko Tsunekawa ytsuneka@cisco.com
CTS Extended Team
Name Role When to Contact
Nancy Zehring WW Channels Cisco TelePresence

Channel responsibility for
WW Channels
Sam Fahed WW Channels Partner enablement
responsibility for WW
Channels
Jeff Hayes CA Cisco TelePresence CA
responsibility
Amy Rogers TSBU Cisco TelePresence order

assurance responsibility
Erica Schroeder Corporate Marketing Cisco TelePresence

Marketing Lead: Case
studies, customer
references
Resources
Worldwide ATP Website:

http://cisco.partnerelearning.com/pec/Direct.asp?URL
=2016172456585.1564
Sales or Demo questions:
ask-telepresence-sales@cisco.com
Technical questions:
ask-telepresence-technical@cisco.com
General questions:
ask-telepresence@cisco.com

Module 02: Cisco
TelePresence
Sales Process
“Being here is being there”
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential ─ Do Not Distribute 2-1
Agenda
Review the Cisco TelePresence value proposition and sales

process
Discuss CxO Relevancy
Awards for Cisco TelePresence
“#25 Most innovative Companies”

Long known for its M&A chops, Cisco's innovation reputation is gaining
ground as it looks to grow in areas beyond networking equipment. For
instance, its Emerging Markets Technology Group has dreamed up
“Telepresence,” a high-definition, high-cost videoconferencing system that
puts other such systems to shame.
“Best of 2006” “Innovation Award”

One of Only 20 Products Selected Only Six Selected from 100 Entries
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential Do Not Distribute 2-3

Cisco TelePresence Vision
Go Anywhere the Network Goes
Work Live
Cisco TelePresence Meeting TeleMedicine
Virtual Specialist (Branch) Family Visits
Virtual Administrator Virtual Dining
The
Network
As the
Virtual Box Seat Platform
Remote Classrooms
Play Learn
Cisco TelePresence
What It Is Today—The Cisco TelePresence Meeting
It’s all about the Experience

Every participant at table ... life size
Eye contact, audio from person speaking
Speak normal voice level
No perceivable latency
Simplicity
Technology invisible to the user
One touch calling - As easy as placing a phone call
Network as the Platform

Cisco TelePresence leverages the Network as the Platform along
with Cisco Unified Communications to deliver Unique, In Person
Experiences
Changing the Business Landscape with

TelePresence
TelePresence will change

business process execution:
Decreased Travel Expense – Immediate cost benefits can be gained

from a simple analysis of the hard and soft costs of travel
Enhance business productivity – improved productivity and
engagement with subject matter experts
Process Transformation – Improve reach and visibility for business
decision making and customer access enables greater business agility.
Business Continuity – TelePresence can help maintain business
continuity in the face of pandemic threats, national disaster and times of
increased travel restrictions

Customer Segment 1 Profile
Segment 1 Profile:
•Global Enterprise Companies
•Vertical-specific: Financial services, Manufacturing,
Pharmaceutical, Retail, SP (as Enterprises)
• Quantifiable Attributes:
•WW customer base
•Distributed theaters of operations – split headquarters, 100+
offices
•Large scale investment in network, $1M+ investment in Unified
Communications
•Available bandwidth, Willing to add bandwidth
Territory Planning: Profiling Accounts

Profile Focus Verticals
Identify potential customers: Segment

Government
$200M revenues
Does the customer have high
Financial Services
IPC bookings? Geographic Global
Distribution, Energy
Does the customer have high
Multi-site
bandwidth sites? Large Pharmaceuticals/
Enterprise Healthcare
Distributed
Prepare and plan: Teams Insurance
Use available intelligence to Large/Key
Manufacturing/
Operational Commercial
identify key business initiatives Resiliency High Tech
Map out a strategy. Central Retail

Service
Decision-Making Higher Ed
Provider
Media/Entertainment
C-Level Execs
Sales Process: Pre-Order process
CxO intro, Value

proposition
Demo,
Establish CxO / Executive
Sales
Track CxO approval
Engage
Account
Prequalify Qualification
Territory Planning
Refined Proposal &

location, and Room
Bus. Case
Applications
room, + Assessment
Tie into
network (step 3)
(step 1 & 2)
Close Initial
systems &
services order
Handling
Objections IT Manager
Qualify Initial User
Applications
End User
(CxO included)

CxO Relevancy
Objectives:
Establish the Cisco TelePresence vision
at the CxO level
Align with strategic business initiatives
Close for a demo
Executive - Care Abouts
Board Members
Executive
Management
What They Care About

CEO
• Reducing the number • Reducing travel costs
of travel days • Building relationships
• Reducing the time with the right people at
Managing Partner away from office & the right time
family • Lower stress levels
• Improved health • Increased productivity
Finance - Care Abouts
Accounting
Financial Manager

CFO
• Reducing travel • Improved
costs communications with
• Lowering risk and investors & analysts
Controller liabilities • Compliance with
• Staying within municipal travel
budget limits & reduction mandates
predictable budgets • Increased productivity

Human Resources - Care Abouts
Training
Director of
Training

V.P.
Human Resources • Reduce time to • Reduce time to train
recruitment & new hires
expenses • Lower expenses for
Director of • Improve quality of on-going training
Human Capital new hires • Manage issues of
• Creating a ‘green’ disagreement more
work place quickly & amicably
Operations - Care Abouts
Plant Manager
Director of
Operations

COO
• Reduce recruitment • Reduce time to train
time new hires
• Improve quality of • Lower expenses for
V.P. of new hires on-going training
Supply Chain
• Reduce recruitment • Manage issues of
expenses disagreement more
quickly & amicably
Marketing - Care Abouts
Marketing
Manager
Director of
Corporate
Communication

CMO
• Improve customer • Ability to offer
satisfaction ratings ‘platinum’ amenities to
• Increase productivity preferred customers
V.P. of with artists & • Demonstrate to
Public Relations vendors customers & the press
• Increasing customer their organization’s
touches technology savvy

Sales - Care Abouts
Sales
Manager
Director of
Product or Service
Business Unit

CSO
• Develop more & • Reduce travel time &
better quality turn into selling time
presentations and • Reduce days out of
V.P. Sales demonstrations field for training
& Marketing • Ability to respond • Ability to offer
‘on-demand’ to ‘platinum’ amenities to
customers preferred customers
Activity
Learners will break into teams to discuss the following:

1. Questions from CxO’s: For “Top of Mind for CxO’s”, collaborate with
team members to identify the answers to CxO; questions that you feel
have the most effectiveness.
2. Questions for CxO’s: For “Top Questions to Ask”, role play
possible/past CxO answers. Then brainstorm on follow-up statements
to address possible concerns.
Groups will present their findings and defend their answers.
1. Groups will present their answers. Answers will be addressed for their
effectiveness.
15 Minutes
Cisco TelePresence Demo

Objectives:
Ensure the experience!
Cover key demo components:
– Purpose built solution
– Overview of the solution functions
– Engineer the Ah-ha! moment
Explore key business applications:
– Identify one or two applications
– Select first two sites to support the application

Q&A

Module 03: The
Business Case
For Cisco
TelePresence
Agenda
Business benefits
Economic impact on Cisco operations
Business-use scenarios, vertical-market impact
Transforming In-Person Interactions

Reed’s Law:
Today Future
New The utility of a network for
Business multipoint communication
Number of Interactions
Models
evolves exponentially with
the number of participants.
Productivity
In-Person TelePresence
Interactions Interactions
Source: Cisco IBSG, 2006

Areas of Value for Cisco TelePresence
Travel Employee New Business Business
Reduction Productivity Models Continuity
Reduced travel for Reduced travel Sales: increased Effective crisis

internal and “downtime” customer contact; management
external meetings reduced sales cycle
Increased “in- Emergency
Reallocate travel person” interactions Marketing: accelerated executive
to critical customer content development meetings
meetings Improved access
to busy executives Product Development: Improved
Positive reduced development communication
environmental Ready access cycle and
impact, reduced to SMEs decision making
emissions Manufacturing:
Enhanced improved supply-chain
Facilitates work-life communication and integration
integration, decision making
workplace flexibility Professional Services:
Increased face time more consulting time
with customers
HR: reduced hiring
cycle resulting from
remote job interviews
The Impact of Cisco TelePresence on Key

Financial Drivers
REVENUE OPERATING EXPENSES RISK
Travel Expenses Reduce business

New Product Reduce time-to- travel expenses Business Effective crisis
Revenue market for new Continuity management
products and
services Improve
Time savings for communication
Executive and executives, with global
Lead Expand lead Employee knowledge
workers, and offices, R&D
Generation generation Productivity
SMEs centers, etc.
through increased
customer contact Reduce risk of
Avoid internal critical
Internal Project project delays, downtime, asset
Sales Pipeline Improve sales Costs reduce project impairment
cycle time
pipeline
conversion rate
Reduce vendor Compliance with Meet
Vendor and and supply-chain Environmental environmental
Supplier Costs costs with third- Regulations
party emissions-
Sales force Improve time to collaboration compliance
Productivity productivity for standards
new sales hires Reduce support
costs through Improve
Support Costs
global shared overall
service centers environmental
Remote job inter- care
views compress
Hiring Costs hiring cycle, reduce
cost of turnover
Top 5 Value Drivers

of TelePresence for Cisco
Travel Employee New Business Business
Reduction Productivity Models Continuity
1. Reduce 2. Cut travel-related 3. Increase

noncritical travel downtime sales-closure rates
4. Reduce
sales-cycle time
5. Improve service
effectiveness of
technical-assistance
engineers

Cisco TelePresence Will Deliver
Significant Financial Benefits for Cisco
Cisco TelePresence
$33M Investment
(110 Rooms)
Travel-Expense
$42M Reduction
(5.5% Travel Substitution)
$29M $93M $49M $21M

Executive & Improved Sales-cycle CA Services Additional Benefits
employee
productivity
+ salesrate
success + reduction + cost
avoidance ($192M)
(2% reduction)
(2% increase)
Source: Cisco IBSG, 2006 $201M Cisco-wide

Cisco Sales
* Data is based on present TOTAL*
value of free cash flows over CA
a three-year period.
Cisco TelePresence Deployment

New Business Model Delivers Strategic Value
Improving Sales Reducing Sales Travel Savings Executive & Employee Cost Avoidance
Success Rate Cycle Productivity Gains In Services
+ $93 Million + $49 Million - $42 Million + $29 Million $21 Million
2% Increase 2% Decrease 5% Decrease
Investment - $33 Million
$201M 19% equipment

20% Internal Resources
23% outside services & room
readiness (install , support &
new/re-configure room)
4% logistics/shipping
34% Circuits/WAN Upgrade
Changing the way we (global Cisco Offices)
Work, Live, Play & Learn
Cisco on Cisco TelePresence Overview

85 Cisco TelePresence 9,023 TelePresence 1,214 Meetings
in major cities meetings scheduled avoided travel
globally to date. by using Cisco
US/Canada: 37 CTS 2,732 meeting with TelePresence
3000, 22 CTS 1000 customers to saving Cisco
APAC/Japan: 12 discuss Cisco ~$9.30M to date
CTS 3000, 2 CTS Technology over
1000 TelePresence
Europe: 7 CTS 3000, 188 with deal ID
5 CTS 1000
Overall average Change the way
utilization is 44% we Work, Live,
(~ 53% in the past 4 Play & Learn
weeks and target is
40% based on 10
hours a day)
Target: 110 by July

2007

A New Channel for Employee, Partner,
and Customer Interaction
Situations Ideally Suited for Cisco TelePresence
Little or no substitute for decision maker

Concentrated Expertise
or expert (e.g., CxO or SME).
Short Timeframe to Act Decision or action is very time-sensitive.
Decision or action has large impact to

High-Value Decision organization, customers, or shareholders.
Information to be shared is complex,
Complex Information to Share
multifunctional, quantitative, or qualitative.
Nonverbal communication is important to the
Context Is Important decision or relationship. Situation may involve
uncertainty or ambiguity.
Meeting participants are geographically distributed
Distributed Participants and costly to assemble in person.
Meeting participants include diverse ethnicities,
Multicultural Participants national cultures, and/or languages.
Cisco TelePresence in Healthcare

Provides new access model for healthcare and
a new market for retailers, healthcare providers,
and service providers
Enables remote, doctor-to-patient, and doctor-
to-doctor consultations
Enables tele-health capabilities in the
enterprise, commercial, and home markets
Makes experts available to patients visiting
in-store healthcare clinics
Facilitates in-store consultations with
remote pharmacologists or specialists
(e.g. allergist)
Delivers specialized classes conducted by
remote experts
Cisco TelePresence in Financial Services

New markets/new geographies ─ immediate
scaling of financial institution “footprint”
Retail banking ─ customized customer
interactions on products and services—expert
in every branch
Commercial banking ─ create on-demand
products for corporate treasurers, tax/finance
groups
Private banking ─ access to expertise on
taxes, estate planning, complex financial
products,
asset management
M&A and IPO underwriting ─ multipoint
conferencing with distributed parties—lawyers,
syndicate banks, corporate clients
Sales & trading ─ real-time, interactive, “in-
person” collaboration among trading desks,
enabling better execution across geographies


Activity: Market Segment Business Case
Learners will break into teams to brainstorm on proving

the business case for the following sectors:
Endpoint 1 Endpoint 2
Manufacturing Retail
Public Sector Service Providers
Groups will present their findings and defend their

answers.
25 Minutes
Cisco TelePresence in Retail & CPG
In-store, lifelike access to experts on home

improvement, pharmaceuticals, electronics,
and other products/services
Retail product design, development:
communications between design centers
and merchandising executives
Real-time retail product sourcing
Retail/supplier business reviews
TelePresence hosting services at
hotels/airports/conference centers
A new model for conducting customer focus
groups
Collaboration with advertising firms
Cisco TelePresence in Public Sector

State and country agencies ─ Coordination of
multistate or multicountry agencies and
associations
Emergency operations ─ Emergency response,
particularly mobile command centers
Education ─ linking scarce teaching specialists to
remote schools
Virtual town halls ─ extend reach of elected
officials to constituents
Justice system ─ video arraignments, depositions
Police ─ virtual concierge in stations to improve
customer service
Intelligence centers ─ observe nonverbal
communication during intelligence-gathering
sessions
Military ─ direct communications among allied
forces

Cisco TelePresence in Manufacturing
Energy & oil
– Links platforms offshore and in remote
areas with experts onshore
– Connects remote workers with other
colleagues, improving employee
satisfaction
Auto & industrial systems
– Use as part of collaborative R&D
(most car manufacturers have dispersed
design centers)
– Helps industrial systems companies
provide advanced service and support
All manufacturing
– Links senior executive decision makers
in global operations
Cisco TelePresence for Service Providers
Enables SPs to create new revenue

streams by offering innovative services to
enterprise, small/medium-sized business,
and consumer markets
Improves customer intimacy─SPs can
increase “in-person” interactions with
large corporate accounts
Increases internal productivity─allows
large service providers to link their
regional operations
Q&A

Module 4:
The Discovery Phase
Denise Lage
Business Development Mgr.-TSBU
US&C FE © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Module Highlights
The Discovery Phase

Navigating through a Multi-Theatre Opportunity
The Discovery Phase

Now that your customer has said they are
interested…what do you do next?
Discuss the following with your customer:
9What are their current business issues?
9What problems are they experiencing as a result of
those business issues?
9Let’s introduce some additional problems that they may
or may not be experiencing?
•i.e. Time to train new employees, disparate offices, time to bring
products to market
9What’s the potential impact if they do nothing?

The Discovery Phase
9Do they have an overall Video Strategy? If so, you’ll
need to better understand their expectations.
9What solutions are they considering?
9What about Unified Communications?
•Do they have a Cisco Communications Manager today?
•Do they have plans to migrate to IPT?
9Does your customer require Managed Services?
9Which locations will you deploy TelePresence?
Pre-Qualification Discussion
“Identifying if your customer is ready to deploy
TelePresence”
Do you have rooms that meet the physical dimensions?

In the identified rooms, approximately what percentage
of the room has glass walls or windows?
Are there any non-Cisco switches in the LAN at the
proposed Cisco TelePresence locations?
Are there any non-Cisco routers in the WAN path
between the proposed Cisco TelePresence locations?
Is the Customer willing to remediate the room to make
it CTS qualified?
What is a Multi-Theatre Engagement?

When a customer wants to purchase Cisco
TelePresence Endpoints that are being installed in
multiple Cisco theatres (i.e. US/CN; Europe; Emerging;
Japan and Asia Pacific)
So far over 50% of all purchases and higher for active
proposals

Cisco Multi-Theatre Definitions
Primary ATP
Customer selects - Primary ATP has
headquarters relationship with customer
Secondary ATP
Secondary ATP fulfills in country room
logistics in agreement with Primary ATP
TelePresence ATP 2 Tier Model
Allowing the Primary partner to source
product through a Secondary ATP
Value Added Tax (VAT)
An indirect tax that is levied on goods or
services rather then individuals (paid by
consumers in the form of higher prices)
What does this mean from the customer

perspective?
Customer may want to issue a single Purchase Order

for all endpoints, installation and support.
Customer may want to issue local purchase orders in
country to recover VAT and taxes.
Customer may want a lead ATP partner to act as the
single point of contact for the entire Cisco
TelePresence deployment & project management
Customer may want to bundle network and SLA’s with
the purchase order for a single point of contact
Customer may want …….
Multi-theater Deals…Before Proposal:

Talk to your customer ….. before you give a
proposal you need to establish
Where are the endpoints going to be located?
What are the local logistics in each country? Do
you know if there are customs duties, local taxes
and VAT’s?
Does the customer want to issue a single PO?
Multiple PO’s?
Is the customer willing to pay international uplifts
for single PO deployments?
Is the customer willing to work with in country
ATP partners?

More questions…Before Proposal
Does the customer want global project
management?
Are the rooms established and have they been
checked for readiness? Is there local country
power requirements?
Does the customer want a managed service?
Is the customer purchasing Cisco PDI services –
if so, as a single SOW engagement form Cisco or
on an endpoint by endpoint basis
For Essential Operate Services – single
consolidated purchase or per endpoint?
Why is VAT important to the customer?

Financial Implications
Value Added Tax (VAT)
Unlike a retail sales tax, VAT is charged & collected at each
stage of the production process - not only on the final sale.
VAT is refundable to end customer w/invoice from in-country
supplier
Most countries outside of the U.S. require VAT - Rates vary
from 5-25%
Overall cost to one customer on TelePresence Product can be
significant and warrants working with a local ATP
Know the implications per endpoint - make sure you

talk with your customer about how they expect “YOU”
to handle
Options for Multi-Theatre Engagements

Single PO From Customer
Primary ATP
–Works with customer on proposal including international
endpoints. Global project management, international uplifts,
services, taxes (including customs tax and duties) and
logistics should be considered in the proposal
–Takes single customer PO
–Issues PO to Cisco for endpoints within authorized theatre
–Issues PO to Secondary ATP partner in theatre of endpoint
installation. Secondary partner places order with Cisco

Example Multi-Theatre Engagements
Single PO From Customer
US
Customer
US US
Account Channel
Team Team
Japan Europe Europe Japan

Account Account Channel
Channel Team
Team Team Team
Primary
ATP
US
Secondary Secondary
ATP ATP
Japan Europe
Options for Multi-Theatre Engagements

Multiple PO From Customer
Primary ATP
–Works with customer on proposal including international
endpoints. Global project management, services, taxes &
logistics should be considered in the proposal
–Takes customer PO for local endpoints + services, global
project management,& global services. Primary ATP places
order with Cisco
Secondary ATP
–Takes customer PO in theatre of endpoint installation for
endpoint + local services. Secondary partner places order
with Cisco
Example Multi-Theatre Engagements

Multiple PO From Customer
US
3 Site Deal
US US
Account Channel
Team Team
Europe Brazil Europe Emerging

Account Account Channel
Channel Team
Team Team Team
Secondary Primary Secondary

ATP ATP ATP
Europe US Brazil

In Summary
Get actively engaged early with any TelePresence
opportunity
ASK your customer about how they want to procure
Cisco TelePresence and international logistics
If a DSA is involved make sure it has been approved
internationally by all Cisco teams
Get the channel teams involved and let them help
with international partner connections
Be very specific when asking a Secondary ATP to
work on a customer opportunity
As a Secondary ATP understand the dynamics of
the opportunity and ask questions

Module 05:
Cisco TelePresence
Customer Proposal
Customer Proposal Considerations
All Cisco TelePresence customer proposals

should consider the following seven main
items:
1.Cisco TelePresence Systems (Required)
2.Cisco TelePresence Application Solutions (Optional)
3.Cisco Unified Communications Manager (Required)
4.Cisco TelePresence Peripherals (Optional)
5.Professional Services (Required)
6.Managed Services (Optional)
7.Support Services (Required)
– Cisco Essential Operate Services for CTS products
Cisco TelePresence Systems
CTS-3000
CTS-1000
How many endpoints in the first order?
-CTS3000, CTS1000 or mix
Countries of endpoint installation?
Is bandwidth available?
-Who is the carrier for each location?
-MPLS, Point-to-Point, etc.?
Is this a multi theatre opportunity?
-Pricing considerations in other countries?

Cisco TelePresence Application Solutions
CTS-MAN 1.0 – Cisco TelePresence Manager
CTS-CTMS-1.0 – Cisco TelePresence Multi-switch
CUCT – Cisco Unified Conferencing for
TelePresence
Is there a need for scheduling integration?

-Does the customer desire integration with Microsoft Exchange
for Calendar & scheduling?
Is there a desire for manageability of TelePresence endpoints
Is there a requirement for point to point and/or multi-point
TelePresence Meetings
-Does the customer plan on integrating with Legacy VC systems
in the future or will this just be a TelePresence Virtual Meeting
Environment?
-Does the customer currently use Cisco Unified MeetingPlace &
desire to integrate Cisco TelePresence with MeetingPlace?
Cisco Unified Communications

Manager
Cisco Unified Communications Manager 5.0(4)a (min.)
Cisco Unified Communications Manager Server (MCS)
Cisco Unified Communications Manager Device License Units
Cisco ISR Voice Gateways
Is this a Cisco Unified Communications customer?

-How many servers are currently in CUCM cluster?
-Is customer running minimum of CUCM 5.0(4)a in Cluster?
-What version of MCS servers currently make up existing
cluster? (i.e. 3rd Party brand, Cisco Branded HP or IBM MCS)
Does customer currently have enough DLUs in cluster available to
support TelePresence endpoints
-11 DLUs per CTS endpoint regardless of type (3000 & 1000)
If the customer is using 3rd Party PBX, do they require integration
& PSTN access from the TelePresence endpoints to leverage
single Dialplan?
Cisco TelePresence Peripherals
Auto Collaborate
–WolfVision Document Camera
Is the customer interested in the WolfVision Document

Camera?
Is the partner a WolfVision partner – if not is an
arrangement in place with a WolfVision partner for
procurement and installation.
In-ceiling installation is required for the document camera.
Is the customer willing to pull electricity in the ceiling?

Professional Services
Room Readiness Assessment (RRA)
Plan, Design, Implement (NRA)
Installation
Project Management
Is this a first CTS customer opportunity?
-If yes, include Cisco Advanced Services
Are multiple theatres/countries involved?
-If yes, include country logistics and taxes
Are multiple ATP’s going to be engaged?
Are rooms available and ready for CTS installation?
Are Cisco TelePresence Peripherals involved (i.e.
Document Camera)?
Is Multipoint part of project scope?
Managed Services
Cisco Select Operate Services
Does the customer have existing video equipment that is

covered under a managed service?
Is there an expectation that Cisco TelePresence will be
supported under a managed service?
Is there a “Concierge” component to the customer
expectations?
Is there a requirement above the Cisco Select Operate
Service offering?
Support Services
Cisco Essential Operate Services
– Cisco TelePresence Endpoint Services
– Cisco TelePresence Manager Services
– Cisco Unified Communications Manager Services
Does the customer have an existing Operate service

contract?
Does the customer want to extend this contract to cover
the Cisco TelePresence Operate service?

Summary
1.Required components:
–Cisco TelePresence Systems
–Cisco Unified Communications Manager
–Professional Services
–Support Services - Cisco Essential Operate Services for CTS products
2.Optional Considerations:
–Cisco TelePresence Software Solutions
–Cisco TelePresence Peripherals
–Managed Services

Module 06:
Cisco TelePresence Order
Assurance Program
TelePresence Order Assurance Program

Purpose
Ensure Customer Readiness
Prevent CAP cases
Control Logistics
Who manages the Order Assurance Program?

TelePresence Systems Business Unit
Alias: tsbu-orderassurance@cisco.com
Does every TelePresence product go through this process?
Yes, all products in Cisco TelePresence Systems (CTS) family go through the
Order Assurance process
Specific caveats exist based on Endpoint type and multipoint products
How does this process affect Customer Satisfaction?
Performing extensive network and room assessments uncovers any remediation
needs BEFORE the product is shipped
By controlling the timing of when product is shipped, we give our customers time to
prepare to receive the product
Three Stages of Order Assurance

1.Pre-Qualification Review
Room and network preliminary assessments
Uncovers remediation issues
Performed by Account Team and/or ATP
2.Readiness Assessment
Room and network actual measurements
Validates that initial remediation has been done and secures
confidence for successful experience
Performed by ATP (with Cisco AS on first deal)
3.CTX Certification
Cisco TelePresence Experience Certification (CTX)
Performed by Cisco TSBU Engineers
Important:
CTS-1000 does not require RRA and will not have CTX performed

Pre-Qualification Review
Purpose
Uncover remediation needs early allowing the
customer time to respond
Room Specifics:
Do the dimensions meet minimum requirements?
Is there independent HVAC systems in the room?
Is there sufficient 20Amp power in the room?
How will any issues be remediated?
Network Specifics:
Does the path between the sites meet the minimum BW, Latency and Jitter
requirements?
Is the path infrastructure based on Cisco product?
Does the infrastructure require upgrades to support TelePresence?
Logistic Specifics:
Does the customer have ample storage and staging space to unpack and inventory
shipment?
Does customer have sufficient access along path between receiving dock and
TelePresence room?
Are there special security considerations that must be met for delivery?
CTS-3000 Shipping Pallets
CTS-1000 Shipping Pallets

Readiness Assessments
Purpose
Validation of remediation resulting from
Pre-Qualification Stage
Room Readiness Assessment (RRA)

Do the luminescence readings fall within the min/max thresholds?
Does the audible feedback test result in acceptable thresholds?
Is there sufficient power in the room for the endpoint type?
How will any issues be remediated?
Network Path Assessment (NPA)

Does the end-to-end path test prove sufficient BW, Latency, and Jitter thresholds?
Is the network ready to be configured for QoS queues?
Is the Cisco Unified Communications infrastructure ready for TelePresence
integration?
Has the test uncovered any significant unanticipated anomalies?
CTX Certification
Purpose
Validation of Cisco TelePresence Experience Quality
The Quality Test

Do the luminescence readings fall within the min/max thresholds?
Does the audible feedback test result in acceptable thresholds?
Does the end-to-end call result in crisp video and audio?
Are calls easily initiated and ended?
Do the rooms show continuity on color, ambiance, and table alignment?
What happens if a room doesn’t pass CTX?

Further remediation will be required
CTX will be performed again after remediation
Cisco TelePresence Order Assurance

What Who Purpose
Pre-Qualification Cisco Acct Team Determines readiness of customer room
In-Depth and/or ATP and network. Results supply customer data
to support remediation requirements.
Order Submitted By Approved ATP

Room Readiness Approved ATP Detailed light and sound meter test.
Assessment (RRA) (w/CA on first order) Used to validate that remediation has
been done as a result of prequal.
Network Path Approved ATP Detailed network path assessment.

Assessment (NPA) (w/CA on first order) Used to validate that remediation has
been done as a result of prequal
NPH Released
Professional Services Approved ATP Complete installation of room and

network equipment;
Customer Acceptance
CTS-3000 Only
CTX Certification Cisco TSBU Final validation of Cisco TelePresence
Experience Quality

Order Assurance Best Practices
Complete the prequalification documents BEFORE booking order!

– Helps develop remediation plan that may result in significant up-
charges for customer
– Deployment site addresses are critical to provide Premium Operate
Services
– Solidifies the scope of the entire deal and its complexities
Order product with separate ship sets. This allows the product to be
released as the customer room passes.
Order Cisco AS Services on a separate order from product.
Teach customer the multi-theater ordering practice used at Cisco.
– Issue separate POs per site that is outside Theater of order.
Contact tsbu-orderassurance@cisco.com with any questions about this
process.
Q&A

Module 07:
Competitive
Landscape
“Every seat is First Class"
Outline
Cisco Competitive Differentiators

Polycom
HP Halo
Tandberg
Teliris
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
Cisco TelePresence
Competitive Differentiators Summary
Experience Reliability
Spatial Audio Cisco Brand
Always Life-size Network Engineering Expertise
Simplicity Quality
One Virtual Meeting Room Audio Quality
True HD @ 1080P
Multipoint
Cost per Segment Integration
Life-size Network as a platform
Capacity Ease of UC Integration
Centralized Implementation Ease of Implementation
Simplicity Time to Install
Scalability & B2B

Outline

Polycom RPX
HP Halo
Tandberg
Teliris
Polycom RPX 408
Polycom RPX 400 Series/Destiny

Conferencing/MedPresence

Key Features /1
Screen
– 16’x42” high-resolution screens with four rear projectors.
– Large, integrated, contoured, and almost seamless video walls
– Response: Rear Projection does not provide vivid pictures
The modular “room-within-a-room” solution
– No permits & relocatable.
– Response: Higher construction cost. Unnatural feeling.
Whereas CTS is also easily relocatable.
RPX suites are compatible with legacy Polycom’s standards-
based VSX 8000 codec platform.
Polycom customers can connect to Destiny (2nd largest installed
base after Teliris).
Key Features /2
Can seat 28 participants in an effective classroom setting (for

universities and corporate training).
– Response: Looses eye contact in larger rooms. Theatre layout
is not meant for executive meetings. Unnatural setting ruins
the meeting experience
The only large-capacity classroom solution on the market.
Ability to project whiteboarding, VHS or DVDs.
Includes the RPX Video Network Operations Centers (VNOC)
– Concierge-level service
– Call management
– Remote monitoring
– Response: No Automated meeting scheduling.
Weaknesses
Lack of a HD codec solution:
– HD version recent announced in Jan 2007 without details
– Grainy effect due to smoothing out the lack of details
Eye contact problems in the larger 400 series.
Audience closest to the center has much better approximation of
eye contact than the left and right of screen.
Lower audio quality @ 22 kHz
No Automated meeting scheduling.
Polycom’s channel to market for RPX remains under construction,
particularly in Europe.
High room-in-room construction cost

Polycom RPX: Strategy & Tactics
Polycom’s GTM strategy for RPX is likely to focus on:
RPX’s adherence to industry standards
Interoperability
Legacy video conferencing system
Protect current investment
RPX’s ability to participate in multipoint meetings using industry-
standard video bridges
Polycom’s strength in the conferencing and collaboration channels
Full range of meeting solutions covering 4 to 28 participants
Multi-purpose room provides better usability
Competitive Response
Effective Meeting from True TelePresence Experience
Polycom’s grainy images? Cisco offers true HD quality
Cisco’s spatial audio sounds like being in the same room
No technology to learn. As simple as using Cisco IP Phone
Polycom’s foreign feeling? Cisco’s solution feels like being present
in the same conventional meeting room
Integration to Cisco
Easy Unified Communication integration
Top network preparation, planning and support
Lower room cost
Scalability & flexible B2B
Cisco Multipoint – 36 segments @ life size
Outline

Polycom
HP Halo
Tandberg
Teliris

Competitors can also Help Validate the
Market Space
HP Halo has already sold over 50 units
Key Features /1
Halo Video Exchange Network (HVEN)

High-bandwidth, Full-duplex
No-perceived delay connection experience between HP Halo studios.
Remote diagnostics, calibration, ongoing service and repair
24x7 concierge service
Halo is a turnkey HP managed service
– requires dedicated stand-alone fiber network.
Response:
– Requires new connections to a shared network
– Security concern
– Unable to scale
– Cisco knows it all when it comes to networking
Key Features /2
Enhanced multipoint capabilities
Enable three or four-point connections
Between HP Halo studios around the globe.
Response: One of Halo’s weakness (see next slide)
The connection of up to four studios
Only a few clicks of the mouse
Almost instantly brings a global team to the same table to work
eye-to-eye in real-time to accelerate decision-making and project
development.
Response: 1 – 2 min to launch a call
Data Collaboration
Easily share documents and data
Play full motion video (w/o audio)
Mounted above the displays.

Weaknesses
Requires dedicated, proprietary network (HVEN)
Can’t integrate to existing network or manage internally
Privacy and security concerns
Limits expansion into Executive Homes (if ever possible)
Video Quality
Captured only at 480i then upscale to 720p (not HD)
Not life-size, comes with smaller screen
High bandwidth consumption
45Mbs network link required for low quality video
Requires building permits to create facility
Lack of flexibility in designs
Non-MCU based Multipoint without “TelePresence experience”
Zoomed out more and looses eye contact
Limited to 16 participants
Require fully meshed implementation with extra bandwidth consumption
Requires upgrade
1 – 2 min to setup each call (consider time wasted in a multipoint call)
HP Halo: Strategy & Tactics

HP is currently selling direct
Targeting the highest level executives at the largest companies.
The messaging strategy
Experience
Productivity gain
Travel avoidance
The focus
Away from the technology
Away from videoconferencing
Halo represents a systems integration business.
HP – Tandberg Alliance
Tandberg to join HVEN
Possible interoperability integration
HP’s message strategy

Not life-size no HD?
HP Halo might only be comparable to high end videoconferencing.
Cisco’s delivers true first class TelePresence experience
HP’s focus
Cisco has unmatched simplicity
Overall
HVEN is a costly implementation with lack of security and scalability.
Cisco provides easy integration to unified communication solution.
Cisco’s vision is productivity gain from simplicity and effective
communications which HP Halo is lack of.

Outline

Polycom
HP Halo
Tandberg
Teliris
Tandberg Experia
Strengths
Seems to be more flexible in utilizing existing room

environments
Supports encryption
Uses existing network
Wireless touch-panel control
One touch dialing
Response: Not only those, Cisco provides many more
strengths including high quality HD experience and a
thorough Unified Communication solution.

Weaknesses
Only 720p, not life-size Æ Not TelePresence

Not an end-to-end solution, with any monitoring or
SLA commitments
Not an immersive environment
They will make compromises in the room environment for “good
enough” solution which they call “adaptive” not “immersive”.
Non-MCU based Multipoint solution

Requires fully meshed setup with high bandwidth consumption at
all sites
Not able to scale as the TelePresence network grows
Limited to 4 sites
Tandberg Experia: Strategy & Tactics
Provides a comprehensive visual collaboration product line

stretching across a broad range of price points.
Develops solutions based on a single hardware and software
platform.
Maintains strict adherence to standards (H.323, SIP, etc).
Maintains interoperability throughout the product line.
Provides innovative, “Tandberg-only” and “Tandberg-first” features.
Provides additional value when used in Tandberg-centric
environments that include the company’s border controller,
extensive management system, streaming solutions, etc.
Joined HVEN, possible integration/interoperability and B2B with
Halo customers
Experience
TelePresence is a first class application
Cisco is a First Class solution, like its all other solutions
Multipoint
Cisco provides life-size multipoint experience up to 36
screens in the same meeting. Another first class from Cisco.

Outline

Polycom
HP Halo
Tandberg
Teliris
Teliris VirtuaLive 360
Key Features
Integration of existing H.323/H.264 Video Conferencing Systems.

The VirtuaLive™ Presentation System allows meeting
participants to bring a presentation on their laptop and plug it into
a cable provided in the conference room table and display a
presentation in all locations.
Teliris solutions use a network transport facility known as InfiNET.
Allows scheduled, adhoc and support desk lunched calls.
Cost-effective add-on solution to existing meeting rooms like
Cisco
MPEG based video and audio encoding
Data Collaboration supports up to 1600x1200 and others including DVD
Remote system monitoring and diagnostics plus live operator on-screen
support

Strengths
Exceptional ease of use

Integration flexibility
High quality, full-duplex audio
High quality video images with tight lip-sync
Extremely low latency/delay
Strong eye contact
Carrier-grade reliability
Response: Cisco TelePresence is all of above
Weaknesses
Complex user interface

Company not capable of global support and service
Will not scale to B2B
Simple network management
Complex AV integration – not designed as a
complete system
A newly established small company with too
diverse focus
Teliris VirtuaLive: Strategy & Tactics

Flexibility
Allows high degree of customer flexibility.
Almost everything within the system can be modified by request.
Reliability
The company’s VNOC’s proactively monitors the system closely.
Innovation
Teliris has proven willingness to shun the norm in order to reach the
next level.
Customer hand-holding
Aggressive customer training/management program
Ensures the customers enjoy the best possible ROI.
Cost effectiveness
Teliris declares to be both “technically and fiscally deployable”.

Cisco Unified Communication
Using Cisco network as the platform.
Easy integration to Cisco Unified Communication solution
Cisco’s solid networking expertise ensure the platform is well
maintained in every aspect.
Cisco’s UC provides scalability and easy B2B integration
Cisco Support
HTTS – 24x7 High Touch responsive expert level support
AS – Expert level training/planning/provisioning/auditing
Cisco Brand

Cisco TelePresence
Solution Technical Overview
TSBU Technical Marketing

May, 2007
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Agenda
9 Introduction (5min)
Cisco TelePresence System (15min)
Cisco TelePresence Room Requirements (15min)
Cisco TelePresence System Manager (15min)
Cisco TelePresence Multipoint (15min)
Cisco Unified Communications Manager (15min)
Cisco TelePresence Network Requirements (15min)
Cisco TelePresence Business 2 Business Connectivity (15min)
Cisco TelePresence Virtual Agent (5min)
Cisco TelePresence Interoperability Strategy (5min)
Cisco TelePresence
Icon Overview
Cisco TelePresence Cisco Unified Cisco TelePresence Cisco Cisco TelePresence

System Codec Communications Manager Catalyst Multipoint Switch
(CTS) Manager (CTS-Manager) Switch (CTMS)
(CUCM)
Cisco TelePresence
System 1000 Cisco TelePresence
(CTS-1000) System 3000
(CTS-3000)

Cisco TelePresence
A Key Part of Cisco’s Vision for Video Convergence
Video Telephony Cisco TelePresence
• Unified • Network as the

Communications Video Convergence Platform
Digital Media Physical Security

Management
Cisco TelePresence
Redefining How People Communicate
Cisco TelePresence
Redefining How People Communicate

A New and Innovative Philosophy
The Cisco TelePresence Meeting
Cisco TelePresence Cisco Built from
Why TelePresence? Design Principles the Ground Up!
More than 60% of Experience the meeting, It’s all about the Experience
communication is non- not the technology
25 Patents: Video, Audio,
verbal
Life size, high-definition, Network Integration, User
Existing collaborative eye contact, discern body Experience
technologies don’t language
Innovative, fully integrated
adequately replace a
Natural, multi-channel, system – leverage Unified
face-to-face meeting
full-duplex, spatial audio Communications and the
experience
Network as the Platform
Displays Microphones Environmentals
Camera Codec Furniture
Cisco TelePresence
A Complete End-to-End Solution
TelePresence • Group and Executive

Cisco TelePresence Solution
• Auto Collaborate Peripherals

Systems • Integrated voice and data
• Multipoint Switching
Multipoint • Unified Conferencing
Collaboration • MeetingPlace / Webex
integration
• Cisco TelePresence
Management & System Manager
Scheduling • Unified Operations Manager
• Remote Operate Services
• Cisco TelePresence B2B

Network as Connectivity
the Platform • Quality of Service SBC
• NAT / Firewall Traversal
• Room and Network

Cisco TelePresence Readiness assessments
eXperience • Planning and design services
• CTX Verification
Agenda
Introduction (5min)
9 Cisco TelePresence System (15min)

Cisco TelePresence
CTS-3000
12 participants at the
virtual table
Native 1080p cameras
and 65” plasma displays
Wideband microphones
and speakers
Cisco Unified IP Phone
7970G
Auto-Collaborate
Audio Add-In
Cisco TelePresence
CTS-1000
4 participants at the
virtual table
Native 1080p camera
and 65” plasma display
Wideband microphone
and speaker
Cisco Unified IP Phone
7970G
Auto Collaborate
Audio Add-In
Cisco TelePresence
Codec
• Runs embedded Linux on compact flash
• Leverages Cisco Unified Communications
Manager
• Built on open standards
• CDP and 802.1Q for VLAN
assignment
• 802.1p and DSCP for QoS
• HTTP configuration and firmware
downloads
• SSH, HTTPs, and SNMPv2/3 for
administration
• SIP signaling
• Video: H.264 @ 1080p or 720p
• Audio: AAC-LD and G.711
• XML for making/terminating
scheduled and ad hoc calls
• Auto Collaboration for data sharing
• Audio Add-In for audio only participants

Cisco TelePresence
Video
Cameras
Native 1080p resolution
Small form factor
Clustered design for
enhanced eye contact
Purpose built by Cisco –
managed by the CTS codec
Displays
65” Plasma technology
Native 1080p resolution
Life size - two people per screen
Purpose built by Cisco –
managed by the CTS codec
Cisco TelePresence
Audio
Microphones
Discrete audio by table segment
Multi-channel spatial audio with
echo cancellation
AAC-LD audio codec
G.711 for audio add-in
4 audio channels per system
Cell phone (GSM/GRPS) static
elimination
Speakers
Designed to properly reproduce
human speech
Mounted under each 65” plasma
display to provide the feeling that
the sound is emanating from the
person speaking (spatiality)
Cisco TelePresence
User Interface
Cisco Unified IP Phone 7970G
provided as part of system
Provides the user interface
to the CTS – touch screen
XML
Features:
Ad hoc (manual) calls
System speed dials
“One Button to Push” call launch
for scheduled meetings
Conference/Join used to
add audio participants to a
TelePresence meeting
(a.k.a. Audio Add-In)

Cisco TelePresence
Audio Add-in
Audio Add-in
Audio add-in allows any CTS
endpoint to add an audio only
participant or audio bridge into a
TelePresence meeting
Envoked using Conf/Join softkey
on 7970G IP Phone
Uses 4th (auxiliary) audio channel
using G.711 codec
or
Cisco TelePresence
Auto Collaborate
Auto Collaborate
Auto Collaborate enables you to
share graphics from a laptop or
objects via a document camera
No configuration (Plug and Play)
Images automatically displayed
for all sites in the meeting
Last device activated takes control
Uses 4th (auxiliary) video channel
– H.264 video codec
– Resolution 1024x768 @ 60Hz
– 5 frames per second
Cisco TelePresence
Auto Collaborate
Inputs
Laptop connected via VGA cable
(provided)
WolfVision Document Camera
(optional)
VZ-C12 Ceiling Mounted (CTS-3000)
VZ-9Plus Desktop (CTS-1000)
Outputs
HD Projector mounted under table
(provided with CTS-3000 and fully
managed by CTS codec)
LCD display for CTS-1000 (optional)
NEC LCD1770NX (17-inch)
NEC LCD2070NX (20-inch)
NEC LCD4010BK (40-inch)
CTS-3000 CTS-1000

Cisco TelePresence
Administrative Interface
Web based (HTTPs) or

CLI based (SSH)
administration
System configuration
Real time call and
network statistics
Real time status of
system peripherals
System logs
SNMP v3 support
Cisco TelePresence
Configuration and Upgrades
CTS endpoints are

configured and administered
through CUCM
CTS endpoints receive their
configuration and firmware
updates automatically from
CUCM
System speed dials
provisioned via CUCM
From CUCM’s view CTS is just
like any other (SIP) phone
Cisco TelePresence
Resolution and Motion Handling
Part of CUCM
Administration
for each CTS
CTS codec supports 1080p and 720p

Three motion handling settings within each resolution:
Good, Better, Best
Flexibility for deploying systems in sites with bandwidth
constraints
Codec automatically steps down from Best Motion to
Good Motion when network congestion occurs

Cisco TelePresence System
Network Connectivity
Phone and Primary Codec both reside on the Voice VLAN
Primary Codec passes CDP and 802.1Q/p between the phone
and network.
Switch sees two CDP Neighbors. QoS trust is extended through
the codec to the phone
7970 Codec Switch
CDP CDP
802.1Q/p 802.1Q/p
POE
A/C
Example:
Console(config)#interface Gigabit 0/16
Console(config-if)#switchport mode access
Phone and cameras receive Console(config-if)#switchport access vlan 261
Power over Ethernet Console(config-if)#switchport voice vlan 262
(802.3af) from codec Console(config-if)#spanning-tree portfast
Console(config-if)#mls qos trust {dscp | cos}
Cisco TelePresence
CTS Network Protocol Interaction
Cisco 7970G TelePresence Access-Edge Cisco
Primary Cisco Unified TelePresence
IP Phone Switch CallManager
Codec Manager
LAN /
WAN
802.3af
CDP CDP
CDP
DHCP
DHCP
TFTP
HTTP on port 6970
SIP
Shared Line
SIP
XML XML
No 802.1Q VLAN tag

Tagged with 802.1Q ID of Voice VLAN
Cisco TelePresence
CTS Media Path
Primary Cisco Unified Primary

7970 Codec CallManager Codec 7970
XML “DIAL”
SIP “INVITE” SIP “INVITE”
XML “RING”
XML “ANSWER”
SIP “200 OK”
SIP “200 OK”
RTP Media
(audio + video)
Signaling Note: Signaling has been simplified for the purpose of this slide.
There are many other XML and SIP messages which are not shown.
Media

Cisco TelePresence
CTS-3000 Connectivity
LAN/WAN
Gig Ethernet
Ethernet + PoE
Camera Video
Display Video
Speaker Audio
Microphone Audio
Cisco TelePresence
CTS-1000 Connectivity
LAN/WAN
Gig Ethernet
Ethernet + PoE
Camera Video
Display Video
Speaker Audio
Microphone Audio
Cisco TelePresence
Primary Codec Connections
Document Camera In
Line in DVI In (from laptop)

(from laptop)
(CTS-3000)
or LCD Out (CTS-1000)
Auxiliary Microphone and Speaker not enabled in

current release (for future use)

Cisco TelePresence
Video Flow CTS-3000
CTS 1 CTS 2
Video
RTP Connection
Max 4 Video Streams

Center, Left and Right Camera = 3 Video streams
Data Video = 1 Video stream
Each Camera stream is sent to the corresponding Display
Data Video stream is sent to the Projector HDMI Output
All Video Streams share 1 common RTP Connection
Cisco TelePresence
Audio Flow CTS-3000
CTS 1 (In) CTS 2 (Out)
Audio
RTP Connection
Max 4 AAC-LD Audio Streams

Center, Left and Right microphone = 3 streams
Line in and Audio Add-in = 1 stream
System audio sent to corresponding speaker
Line In Split and Played out all speakers
All Audio Streams share 1 common RTP Connection
Cisco TelePresence
Video Flow CTS-1000
CTS 1 CTS 2
Video
RTP Connection
Max 2 Video Streams

Center Camera = 1 Video streams
Data Video = 1 Video stream
Camera stream is sent to the Display
Data Video stream is sent to the LCD HDMI Outlet
Both Video streams share 1 common RTP Connection

Cisco TelePresence
Audio Flow CTS-1000
CTS 1 (In) CTS 2 (Out)
Audio
RTP Connection
Max 4 AAC-LD Audio Streams

Center microphone = 1 stream
Line In and Audio Add-in = 1 stream
System and Line In Audio mixed and played out single
CTS-1000 speaker
Cisco TelePresence
CTS-3000 to CTS-1000
CTS-3000 CTS-1000
R R
C
C
L
L LC
R
C
LR
CTS-1000 appears on center display of CTS-3000

CTS-3000 transmits active segment to CTS-1000
Video is switched based on active speaker/segment
CTS-1000 hears all segments of CTS-3000 (CTS-3000
transmits all four audio channels to CTS-1000)
Cisco TelePresence
Audio Flow CTS-3000 to CTS-1000
CTS 3000 CTS 1000
(In) (Out)
Audio
RTP Connection
Max 4 mixed audio streams

Mixed audio played out single CTS-1000 speaker

Agenda
Introduction (5min)
9 Cisco TelePresence Room Requirements (15min)
Cisco TelePresence Room Requirements

Introduction
Cisco TelePresence requires a dedicated, enclosed space

Proper dimensions
Wall, ceiling, flooring materials
Color, texture and continuity
Lighting
Heating, Ventilation and Air Conditioning
Cisco TelePresence Systems are designed to be installed in
existing conference rooms with no construction permits required
Cisco Account Team will assist the customer in selecting and pre-
qualifying the rooms they wish to install TelePresence in
Cisco TelePresence-Certified Advanced Technology Partners
(ATPs) will perform a detailed Room Readiness Assessment
(RRA) prior to installation to ensure that the room meets the
required specifications and to establish base-line lighting and
acoustic measurements

Room Dimensions: CTS-3000 (Metric)
6.1m
Room Dimensions: 76.2mm
”
Minimum:
4.57m x 6.1m x 2.44m 5.48m
Recommended:
5.8m x 6.7m x 3.05m 3.07m
4.57m
Maximum:
7.01m x 9.45m x 3.66m
Table provided as
integrated part of 1.52m
system ”
Recommended Door Acceptable door and window locations

Chairs provided by location Network and power receptacle locations
customer

Room Dimensions: CTS-3000 (Standard)
20'
Room Dimensions: 3"
”
Minimum:
15’ x 20’ x 8’ 18'
Recommended:
19’ x 22’ x 9’ 10.07'
15'
Maximum:
23’ x 31’ x 10’
Table provided as
integrated part of 5'
system ”

Chairs provided by location Network and power receptacle locations
customer

Room Dimensions: CTS-1000 (Metric)
2.44m
Room Dimensions: .22m
Minimum: 1.549m
4.27m x 2.44m x 2.44m

Recommended:
4.88m x 3.66m x 3.05m
Maximum: 2.6m
6.1m x 6.1m x 3.66m
1.22 x 1.83m 4.27m
Table provided by customer
1.22m x 1.83m x 78cm
Rectangular shaped
Low-gloss finish 1.52m
Chairs provided by customer

Acceptable Door and Window location
Network and Power Receptacle location

Room Dimensions: CTS-1000 (Standard)
8’
Room Dimensions: 9”
Minimum: 5’1”
14’ x 8’ x 8’
Recommended:
16’ x 12’ x 9’
Maximum: 8.5
20’ x 20’ x 10’
1.22 x 1.83m 14’
Table provided by customer
4’ x 6’ x 30”
Rectangular shaped
Low-gloss finish 5’
Chairs provided by customer

Acceptable Door and Window location
Network and Power Receptacle location

Door and Window Location
•Windows need to be
treated to control
lighting and acoustical
properties
•Doors and windows
should preferably be
located out of camera
view while providing
convenient access to
the room for
participants ”

location Network and power receptacle locations
• No wall should be
more than 20% glass

Wall, Door and Floor Materials
What type of materials are the walls, doors and floor

made of?
• Drywall is acceptable with acoustic
ceilings of 8’ – 10’ (2.44 - 3.05m)
height
• Cinder block, Glass, Brick and alike
walls may need treatment
• Is the floor carpeted? Marble, Wood,
Tile, and alike hard surface flooring
may need treatment
• Plenum flooring and other raised
flooring require special consideration
• IIC Rating of 60 or better
Cisco TelePresence
Acoustics

Acoustics – Room Isolation
Rooms should be isolated from other environments and

not allow more than 20-30dB of sound transmit through
walls. 40-60 STC and IIC recommended
• Walls
Sound Transmission Class (STC)
Drywall, Cinderblock, Brick, Glass,
other?
Do walls extend to structural deck?
Insulation between rooms?
• Floor and Ceiling
Impact Insulation Class (IIC) HVAC noise should not be
greater than 42dB at diffuser.
Multi-floor construction? 36dB and lower recommended
Raised or Plenum floors?

Acoustics - Sound Quality & Reverberation
Noise Reduction Coefficient (NRC) Absorption of sound
Reverberation should not exceed 500 milliseconds and is
ideal at 150 – 300ms across all frequencies (125Hz-4kHz)
• Walls
Painted Drywall & Fabric Panels
recommended. Wood, brick, block or
similar may required remediation
• Floors
Carpet is highly recommended
Marble, wood, & tile are highly
sound reflective
• Ceiling
Acoustic tiles with high sound
absorption rating highly recommended

Ceiling Materials
• What type of ceiling tiles are

used?
• Without tiles the ceiling is too
sound reflective causing high NRC = .65 NRC = .65
reverberation!
• Acoustical tiles with
.70+ NRC rating preferred
• Noise Floor 36dB NRC = .65
A-Weighted NRC = .60
• Noise Floor 56dB

C-Weighted
• HVAC Diffuser NC30
NRC = .70 NRC = .90

Cisco TelePresence
Illumination

Light Sources and Fixtures
Proper lighting is critical to the experience!
• 300-400 lux of well

dispersed, ambient light
throughout the room
• Fluorescent bulbs,
indirect fixtures, highly
recommended
• Electronic ballasts
required!

Proper lighting is critical to the experience!
• There are lighting

options. If ceiling
height is 9’ or greater,
pendant lights are best
solution for even
coverage
• Bulb temperature must
be:
• 4000-4100 Kelvin
• 82 CRI

• What type of light fixtures Recommended

are in the room?
• 300-400 Lux of well dispersed
ambient light.
• Indirect fluorescents and
fixtures highly recommended
• Electronic ballasts required!
• Pendant style fixtures centered
Not Recommended
over the table or indirect
recessed panels evenly
dispersed are recommended
• Bulb temperature
• 4000/4100 Kelvin
•Note other sources of light
• 82 CRI (i.e. windows, skylights, etc.)

If windows exist, are there curtains or blinds to block

out natural light from the room?
• Curtains should completely

block out all light
• Windows into hallways or
other rooms may cause
distractions to the
experience
(i.e. people peering in
through the windows)
Cisco TelePresence
Continuity

Visible Wall Space – Continuity
• Customer should paint walls to provide optimal flesh tone depiction.
Cisco will provide a palette of approved colors to choose.
• The back wall (behind participants) should be clear of busy patterns
and provide a surface that is similar in all locations
• Remediation is not covered

in the cost of the CTS
Endpoint or Services
• Cisco may provide a
Reference Sale list of
Vendors for common
solutions

What objects are located on / in front of the back wall?
Certain items can help add

a dimension of depth
(e.g. adornments on the
walls, plants in the corner
of the room)
Other items can be

distracting and take away
from the overall experience
(e.g. windows, reflective
surfaces such as dry-erase
boards)

Recommended colors. Please contact Cisco for additional
recommendations
Benjamin Moore Colors*
Huntington Classic Fairmont Peach

Cork Brandy
Beige Caramel Gold
* Color accuracy varies based on monitor and printer settings
Exterior Window Treatments Interior Window Treatments

Cisco TelePresence
Facilities

HVAC
HVAC Supply and Return locations are critical!
A separate climate zone is recommended for each room
• Return registers must be
placed above the
monitors to effectively
displace hot air
• Supply registers must be
placed behind the
participants, not directly
above them
• Total Heat Output
CTS 3000 = 20,478 BTU/hr.
CTS 1000 = 6,210 BTU/hr.
HVAC noise should not be

greater than 42dB at diffuser Return Supply

Power Requirements CTS 3000
Appropriate number of dedicated power circuits must
be located on the wall behind the equipment
Standard Required Power
120volts – 4 dedicated 20Amp circuits
240volts – 4 dedicated 10Amp circuits
Recommended, optional 5th

receptacle to control lighting façade:
- Switched at wall near door for convenience
- Inline with current ceiling lights
Current lighting circuit must support additional:

120V - 3Amps
240V - 1.5Amps
Please note that some commercial lighting requires 277V.

PDU shipped with CTS 3000 supports 120V – 240V.
Additional power management may be required to this receptacle.

Power Distribution Per Circuit CTS 3000
Required Circuits Circuit 1 2 3 4
Displays 1 1 1
x4
Codecs 1 1 1
Lighting 1 2 2
Projector 1
CTS PDU
Table Legs 6
Optional 5th receptacle supporting 3 Amps w/ ceiling lights

Circuit 1 2 3 4 5
Displays 1 1 1
Codecs 1 1 1
Lighting 5
Projector 1
Table legs 6
CTS PDU

Ethernet Connectivity Requirements
Appropriate number of dedicated Gigabit Ethernet jacks

must be located on the wall behind the equipment
• CTS-3000 requires seven Gigabit

Ethernet ports (RJ-45 UTP)
• 1 for Primary codec
• 6 for participants
• CTS-1000 requires 3 Gigabit
Ethernet ports (RJ-45 UTP)
• 1 for Primary codec
• 2 for participants • Ethernet switch should be located
outside of the room (i.e. in the
appropriate IDF closet)
Agenda
Introduction (5min)
9 Cisco TelePresence System Manager (15min)

Cisco TelePresence Manager Simple
to Use
Scheduling and Management Simplicity
Automated Call Launch

“One Button to Push” Concierge
Services
Lotus Unified
Domino CallManager
Room Scheduling
Enterprise Groupware
Microsoft
Exchange
CTM
Multipoint
Cisco Scheduling
TelePresence
Manager
Unified
Operations
User Manager Reporting Billing
Experience Administration
Cisco TelePresence Manager

Introduction
Similar in design to Cisco Unified CallManager 5.0:
Runs on Cisco MCS–7800 Series Media Convergence Servers
Runs Cisco Linux Voice OS platform. Installed via Platform Configuration
DVD or comes pre-installed from factory
CLI interface accessible via SSH or local keyboard/monitor/console ports
Web-based (HTTPs) interface for administration and monitoring
SNMP v3 and CDP support for managing the server
System Requirements:
– Cisco MCS-7835-H1/H2 Server
– Customer provided Microsoft
Active Directory 2000 or 2003
and Microsoft Exchange 2003
– Cisco Unified CallManager 5.1
or greater
– Easy to deploy and configure:
• no intrusive Active Directory or
Exchange schema extensions
• No client-side Outlook plugins
to install

Protocol Interaction
Active Directory
CTM “discovers” meeting
rooms by interrogating Cisco
Unified CallManager via Exchange
AXL/SOAP LDAP
CTM “discovers” Exchange
mailboxes by interrogating
Active Directory via LDAP, then Cisco Unified Cisco
CallManager TelePresence
logs into Exchange using Manager
WebDAV
Lotus Domino/Notes support in
future release
AXL/SOAP WebDAV
CTM monitors mailboxes for
each room and accepts or
rejects meeting requests AXL/SOAP
Codec
CTM pushes meeting
schedules to the Codec using
XML
Codec pushes meeting
schedules to the Cisco Unified
IP Phone 7970G
One button to push call launch

Cisco TelePresence System
Site to Site Meeting Example
7970 Codec CCM CTM Exchange User
CTM discovers
and monitors
endpoints in CTM discovers
CCM via rooms in LDAP
AXL/SOAP and and logs into
JTAPI Exchange
mailboxes via
WEBDAV
User schedules
CTM pushes CTM reads meeting in
XML content to event in mailbox Outlook
Primary Codec
Primary Codec (via WEBDAV)
pushes XML
content to Phone
in room
CTM Sends
User now has a Meeting confirmation
“single button to To User
push” to join the
meeting
Cisco TelePresence
Multipoint Meeting Example
7970 Codec CTMS CTS-Manager Exchange User
Checks for available

CTMS resources and
geographical location
User schedules
meeting in
CTS-Man. reads
event in mailbox Outlook
CTS-Man. sends
Meeting Details to
CTMS
CTS-Man. Sends
meeting confirmation
to User
CTS-Man. pushes
Primary Codec XML content to
pushes XML primary Codec
content to Phone
in room
User now has a

“Single Button to
Push” to join the
meeting
Cisco TelePresence
Multipoint Geographical Selection
1
Multipoint meeting requested:
San Jose, Seattle, Dallas, and
New York
San Jose
System selection GMT - 8
2 SJ: GMT -8
SE: GMT -8 CTS-Manager ?
DA: GMT -6
NY: GMT -5 OK
Av. GMT -6.75
Dallas
CTMS closest to GMT - 6
mean GMT is selected
3 Check for available
resources
4 Meeting scheduled New York

successfully GMT - 5
Note: If no resources are available in Dallas the next closest CTMS is

selected (San Jose)

Agenda
Introduction (5min)
9 Cisco TelePresence Multipoint (15min)
Cisco TelePresence Multipoint

Introduction
Native 1080p
Video Switching
Extremely
low-latency New York Los Angeles London
Site and segment-
based switching
modes
Groupware-based
scheduling of
multipoint meetings
Integrated with
Cisco TelePresence
Manager
Call launch automated Toronto
with “one button to
push”

Platforms
Cisco TelePresence Multipoint Switch (CTMS)

Software based Solution
Integrated and Managed by CTS-Manager
TelePresence Support Only
Very Low Latency <20ms
Cisco Unified Conferencing for TelePresence (CUCT)

Hardware based solution
Extension of current Unified Video Conferencing and
MeetingPlace offerings
Support for multiple video formats
Low Latency <50ms

CTMS System Features
• Designed for Cisco TelePresence

• Integrated with Cisco TelePresence Manager
• Scheduled and non-scheduled meeting support
• Site and Segment Switching
• Supports up to 36 table segments (12 CTS-
3000’s or 36 CTS-1000’s)
• 1080p & 720p Video and Audio Switching
• QoS (DSCP marking)
• Flow Control (video switch instructs endpoints
not to send video for inactive segments)
• System Requirements
• CTS version 1.1.1
• CTS-Manager 1.1

CTMS Components
CTMS
Cisco TelePresence Multipoint Switch
– Video and Audio Switching (CTMS)
– Non-Scheduled Meeting Man.
CTS-Manager
–Meeting Scheduling
– “One Button to Push” Dialing
– Resource and Location
Management
– Scheduled Meeting Man. •
– Required for Scheduled
meetings Cisco TelePresence Manager
(CTS-Manager)

CUCT System Features
• Hardware based Appliance

• Scheduled meeting support
• Voice Activated Switching
• Site and Segment Switching
• Supports up to 36 table segments (12 CTS-
3000’s or 36 CTS-1000’s)
• Video switching 1080p, 720p & 480p
• Auto Cascading
• QoS (DSCP marking)
• System Requirements
• CTS version 1.1.1
• CTS-Manager 1.2

CUCT Components
Multipoint Control Unit
MCU (MCU)
– Video and Audio switching
– Non-Scheduled Meeting
Man.
CUCT
–Meeting Scheduling Cisco Unified Conferencing for
– Resource and Location TelePresence (CUCT)
Management
– Meeting Management
– Required Component
CTS-Manager
–“One Button to Push” Dialing
(CTS-Manager)

Site Switching CTS-3000
Previously Active
Active Site
site
Video from the entire

active site is displayed
to all other sites, and table Active site views last active sites
position is always maintained video
Site becomes
active site

Segment Switching CTS-3000
Site 1 Site 2
Segments switched independently. Previously active segment

Active segments video is displayed remains displayed for the
in its respective position on all active segment
CTS-3000’s in the conference
Site 3
Segment goes
active

Deployment Considerations
Bandwidth required to support multipoint

Physical placement of multipoint devices
Centralized
Distributed
Latency consideration
Loss & Jitter considerations
What meeting types will be supported

Bandwidth Considerations
60Mbps
CTMS
Tok
yo
15Mbps
QoS-Enabled
WAN
15Mbps 15Mbps
J ose 45Mbps 15Mbps
New
San York
Each CTS dials into the

Cisco TelePresence
Multipoint System Lon
don
* Bandwidth examples based on 1080p

Flow Control (CTMS Only)
No Flow Control:
2.5Mbps per table segment (avg.)
Meeting begins
9 –- all CTS
table Systems
segments
Transmit video andMbps
22.5 audiototal segments
Active bandwidth
Audio Only
Stop sending video
identified
CTS - 1 R R Left, right & center
C
C
L
L Video and Audio
R R
C Active Site
CTS - 2 C
L
L Video and Audio
With Flow Control:
R R 2.5Mbps per table segment (avg.)
C Active Site 6 – table segments
C
CTS - 3 15.2 Mbps total bandwidth
L
L

Latency Considerations
10ms
CTMS
Tok
yo
53ms
QoS-Enabled
WAN
31ms
J ose 85ms
New
San York
Remember to calculate Worst case latency

end-to-end, including Tokyo to London is
CTMS induced latency Lon
don 148ms
* Latency numbers based on Cisco’s
internal Network and may differ for customers
based on service provider network paths used

Physical Location
Centralized
Small deployments with less Jose
San
than six CTS endpoints New
York
Centralize the multipoint

n
device to minimize latency Lo ndo
Distributed
Large dispersed deployments
York
New
Regionally deploy Multipoint San
J ose
devices Paris
CTS-Manager or CUCT
required for geographical m g yo
erda Ko n Tok
meeting placement Amst Hon
g

Latency Example (Centralized)
<20ms
31ms
Recommended
New Deployment
Jose York
San
37ms
don
Lon
Multipoint services Located in New York

Latency 87ms between San Jose and London
Multipoint services centrally located between San Jose and
London
Recommended Centralized Deployment

Latency Example (Centralized)
<20ms 31ms
New
Jose York
San Not a
85ms Recommended
Deployment
don
Lon
Multipoint services not centrally located adding an

additional 48ms latency
135ms for the same meeting with multipoint services
located in San Jose
Not a recommended deployment

Latency Example (Distributed)
<20ms
Correct Meeting
San Placement
York 84ms J ose
New
74ms
54ms
Paris
g yo
m Ko n Tok
erda Hon
g
Amst
177ms latency between Honk Kong and Paris

Multipoint devices are regionalized to manage latency
CTS-Manager or CUCT server provide the ability to manage
meeting placement

Latency Example (Distributed)
<20ms
31ms
San
York J ose
New Incorrect
84ms 97ms Meeting
104ms Placement
Paris
g yo
m Ko n Tok
erda Hon
g
Amst
220ms for the same meeting if multipoint services in

New York are used
220ms is outside the end-to-end latency target for a
multipoint meeting

Meeting Types Supported
Non-Scheduled
– CTMS only
Scheduled
– Requires CTS-Manager for CTMS
– CUCM
Mixed Non-Scheduled and Scheduled

– CTMS only

Non-Scheduled Meetings
Only Supported with CTMS

Non-Scheduled “only” meetings recommended in
Centralized deployment only
Not recommended for Distributed deployment
No “One Button to Push” dialing
No multipoint resource management (first come first
server)

Scheduled Meetings
Supported by CTMS and CUCT

Scheduled only meeting environment supported in both
centralized and distributed deployments
CTS-Manager required for CTMS deployments
Multipoint resource management
“One Button to Push” dialing

Mixed Mode (Non-Scheduled and Scheduled)
Only supported with CTMS

Mixed meeting environment supported for both
Centralized and Distributed deployments
Resource management for scheduled meetings only
Recommendation for large environments is to deploy
separate Scheduled and Non-Scheduled resources
“One Button to Push” available for Scheduled Meetings

Multipoint Summary
Choose the appropriate platform for your environment

Analyze the placement of multipoint device(s) based on
– Bandwidth
– Latency
Provision the appropriate bandwidth to sites supporting

multipoint
Choose the meeting types supported in your network
Agenda
Introduction (5min)
9 Cisco Unified Communications Manager (15min)

Cisco TelePresence
Cisco Unified Communications Manager (CUCM)
CUCM Release 5.1(1) or later required

CUCM view a CTS just like a
Cisco Unified SIP IP Phone
– Automated configuration and firmware
distribution
– Advanced call routing and
Call Admission Control (CAC)
– Management, Call Detail Recording (CDR)
CTS-Manager integrates with CUCM

via AXL/SOAP and CTI/QBE providing
– Device and call status
Cisco TelePresence Multipoint integrates

with CUCM via SIP trunk
Cisco Unified SIP IP Phone 7970G providing:
– Simple user interface “It’s as easy as making a phone call”
Cisco TelePresence
CUCM – CTS Communication
Cisco Cisco TelePresence

Unified System
CallManager
Cisco Unified
IP Phone 7970G
Gig Ethernet
Ethernet + POE
SIP
CUCM sees primary codec as a SIP endpoint

Secondary codecs are invisible to the network and to CUCM
Cisco Unified IP Phone 7970 runs SIP (not SCCP)
Primary codec and IP Phone share a line appearance
Cisco TelePresence
CUCM Integration – Multipoint Configuration
Multipoint
Device
Cisco TelePresence Multipoint communicates with

CUCM via a SIP Trunk
CUCM Configuration: CTMS Configuration:
–Configure a UDP-only SIP Trunk –Configure Access Number
Security Profile – CTMS 1.0 only range to match CUCM Route
supports UDP Pattern
–Configure a SIP Trunk –Configure IP addresses of all
CUCM servers
–Configure a Route Pattern

Cisco TelePresence
CTS-Manager communicates with CUCM via

AXL/SOAP and JTAPI
CUCM Configuration: CTS-Manager Configuration:

Create an Application User with Configure the IP address of the
the following privileges CUCM node that runs the AXL Web
–AXL API Access and CTI Manager services
–CTI Monitoring –Must be the same node
–Serviceability Access
–Standard CCM Admin Access
–Associate CTS devices
Cisco TelePresence
CUCM Cluster Requirements and Recommendations
Requirements:
Cisco TelePresence requires CUCM version 5.1.1 or later
Cisco TelePresence has unique bandwidth and QoS requirements –
but CUCM cannot differentiate between a TelePresence call and a
regular Video Telephony call (to CUCM they’re both “video calls”)
All CTS systems must be registered to the same CUCM cluster
because CTS-Manager can only integrate with a single CUCM cluster
Conditions: Recommendation:
9CUCM
× CUCM 5.1(1)
5.1(1) or
or later?
later? Use existing
Deploy
Pick CUCM
oneaofseparate
your CUCM cluster
CUCM
clusters
clusterand
for TelePresence
use it for all
× No other
9No other Video
Video Telephony
Telephony
TelePresence systems globally
apps
apps
deployed?
deployed?
×More
× Morethan
9More thanone
than oneCUCM
one CUCMcluster?
CUCM cluster?
cluster?
Cisco TelePresence
Case Study Example - Cisco Internal Deployment
PSTN EMEA Cluster

San Jose
TelePresence Cluster
IP
GK
H.323 Gatekeeper
San Jose
Production Cluster APAC Cluster
Over a dozen clusters deployed around the globe with thousands of Video
Telephony endpoints. H.323 Gatekeeper between clusters
Decision was to deploy a new cluster in San Jose and all TelePresence systems
globally register back to it
H.323 Inter-Cluster Trunk from TelePresence cluster to Gatekeeper provides
global reachability to any other IP Phone and to Meetingplace for Audio Add-In

Agenda
Introduction (5min)
9 Cisco TelePresence Network Requirements (15min)
Cisco TelePresence Network Requirements

Introduction
This presentation is designed to clearly and succinctly articulate the

bandwidth, SLA, QoS requirements and Switch/Router platform
recommendations for Cisco TelePresence
Kept short and to the point. More exhaustive explanations of each topic covered
are available upon request
Engage Cisco Advanced Services and/or TSBU Technical Marketing for design
assistance
The guidance provided herein is designed for use by:
Customers and Service Providers when architecting and provisioning the
network for Cisco TelePresence
Cisco Account Teams and ATP Partners when performing Cisco TelePresence
Pre-Qualification Questionnaire
Cisco Advanced Services and ATP Partners when performing detailed Network
Path Assessments (NPAs)
The information contained in this presentation is subject to change without
notice. Information provided is accurate to the best of our knowledge and
takes a conservative approach in order to protect our customers. Cisco
offers no warranty or guarantee as to the accuracy of the information
Cisco Confidential. Non-Disclosure Agreeement (NDA) Required
TelePresence Loss Service Level Requirement

Why is TelePresence So Sensitive to Packet Loss?
Cisco TelePresence Codecs use 1080p30 Resolution
1920 lines of Vertical Resolution (Widescreen Aspect Ratio is 16:9)
1080 lines of Horizontal Resolution
1080 x 1920 lines =
2,073,600 pixels per frame
x 3 colors per pixel
x 1 Byte (8 bits) per color
x 30 frames per second
= 1,492,992,000 bps
or 1.5 Gbps Uncompressed
Cisco TelePresence Codecs transmit 3-5 Mbps per 1080p screen,

which represents over 99% compression.
Therefore packet loss is proportionally magnified in overall video quality.

Traffic Characteristics Summary
One-Way, End-to-End Service Level Targets

Latency ≤ 150 ms TelePresence
Jitter ≤ 10 ms Traffic Profile
Loss ≤ 0.05%
Max Bandwidth per Second
bytes
CTS-1000 = 5.5 Mbps (at 1080p)
CTS-3000 = 14.6 Mbps (at 1080p) 33ms frame intervals
CTMS = 198 Mbps (5.5 Mbps * 36 sites) • 30 frames/sec
Average Packet Size / Packets per Second • Variable bit rate
Average 1100 bytes / packet • Large packet sizes
CTS-1000 @ 5.5 Mbps = average 655 pps • High packets/sec
CTS-3000 @ 14.6 Mbps = average 1,740 pps • See notes section
for details

Bandwidth Details – Max Bandwidth (per second)
Average bandwidth utilization is much less. See notes section for details
Resolution 1080p 1080p 1080p 720p 720p 720p
Motion Handling Best Better Good Best Better Good
Video per Screen (kbps) 4000 3500 3000 3000 2000 1000
Audio per Microphone (kbps) 64 64 64 64 64 64
Auto Collaborate video
500 500 500 500 500 500
channel (kbps)
Audio Add-In channel (kbps) 64 64 64 64 64 64
CTS-1000
4,756* 4,256* 3,756* 3,756* 2,756* 1,756*
Total Audio and Video (kbps)
CTS-3000
12,756 11,256 9,756 9,756 6,756 3,756
Total Audio and Video (kbps)
CTS-1000 total bandwidth

5.4 Mbps* 4.8 Mbps* 4.3 Mbps* 4.3 Mbps* 3.2 Mbps* 2 Mbps*
(Including layer 3- 4 overhead)
CTS-3000 total bandwidth

14.6 Mbps 12.8 Mbps 11.1 Mbps 11.1 Mbps 7.7 Mbps 4.3 Mbps
(Including layer 3 – 4 overhead)
• When a CTS-1000 calls a CTS-3000 the CTS-1000 will transmit 128 kbps of audio but receive 256 kbps

Bandwidth Details – Burst Provisioning
1 Obtain burst parameter

using the following formula:
B = R(T) 2 Recommended burst parameters:
CTS-1000
Where: R = 5.5Mbps, T = 200ms, B = 144179 bytes
R = Rate (Bytes ⁄Seconds) CTS-3000
T = Time (Seconds) R = 14.6Mbps, T = 200ms, B = 382730 bytes
Recommend using 200ms for T
CTMS
B = Burst (Bytes) R = 198Mbps, T = 200ms, B = 5190451 bytes
maximum load of 36 CTS-1000 rooms. To calculate
See notes section for long-hand bandwidth required for less rooms, use 5.5 x the
explanation of formula number or segments (1 segment per CTS-1000,
3 segments per CTS-3000)
3 Example uses:
Policing: police bps [burst-max] conform-action action exceed-action action
police 14600000 382730 conform-action transmit exceed-action drop
Shaping: shape [average | peak] mean-rate [[burst-size] [excess-burst-size]]
shape 14600000 3061840 ! This command expresses burst-size in bits, not bytes
Queuing: priority {bandwidth-kbps | percent percentage} [burst]
priority 14600000 382730

Where Does Latency, Jitter and Loss Occur?
Service
CE PE Provider PE CE
Campus CE-PE PE-PE PE-CE Campus
Serialization, Policing, Serialization,

Queuing,
Queuing, Shaping Queuing, Queuing, Queuing,
Shaping Shaping
Shaping Propagation
In the Campus, the primary concern is packet loss

On the CE-PE links, the primary concern is jitter caused by queuing,
serialization and shaping
From PE-PE, the primary concern is latency (caused by distance) and
packet loss (caused by policing)

How is Latency, Jitter and Loss Measured?
Latency 95ms Latency 90ms
Jitter 6ms Jitter 9ms
Loss .04% Loss .01%
Delay, jitter and loss are measured:

End-to-end (codec ethernet port to codec ethernet port)
Uni-directionally (each codec independently measures
incoming RTP traffic)
End-to-end budgets are carefully engineered to provide global
coverage without negatively impacting the experience
A portion of the budget is allocated to the service provider (demarc to
demarc – including CE-PE links) and the remainder is allocated to the
Enterprise
See slides 8-10 for detailed breakdown of each

One Way Latency Targets and Thresholds
Target Warning Message 2nd Warning Message
End to End ≤ 150 ms > 200 ms > 400 ms
Service Provider ≤ 120 ms > 160 ms > 320 ms
Recommended SLA
80/20 split between Service Provider and Enterprise

80% allocated to the SP is from demarc to demarc - including the CE-PE link
20% allocated to the Enterprise
Service Provider should engineer their network to the Targets, but the Service
Level Agreements (SLAs) should be based on the first threshold
Threshold behavior:
> 200 ms
A warning message is displayed “Experiencing network delay”
> 400 ms
2nd warning message is displayed “Experiencing severe network delay”

One Way Jitter Targets and Thresholds
Target Warning Message Call Terminated
End to End ≤ 10 ms > 20 ms > 40 ms
Service Provider ≤ 5 ms > 10 ms > 20 ms
Recommended SLA

50% allocated to the SP is from demarc to demarc - including the CE-PE link
Threshold behavior:
> 20 ms
A warning message is displayed “Experiencing network congestion”
> 40 ms
Step 1: System will lower motion handling from Best to Good
Step 2: If condition persists the call will be disconnected and an error message
will be displayed “Call could not proceed due to excessive network
congestion”

One Way Loss Targets and Thresholds
Target Warning Message Call Terminated
End to End ≤ .05 % > .1 % > .2 %
Service Provider ≤ .025 % > .05 % > .1 %
Recommended SLA
50% allocated to the SP is from demarc to demarc – including the CE-PE link
Threshold behavior:
> .1%
A warning message is displayed “Experiencing network congestion”
> .2%
Step 1: System will lower motion handling from Best to Good
Step 2: If condition persists the call will be disconnected and an error message
will be displayed “Call could not proceed due to excessive network
congestion”

Ethernet Switch / Line Card Recommendations
Switches / Line Cards Catalyst 6500 Catalyst 4500
must have enough per- √ WS-X6816-GBIC √ WS-X4548-GB-RJ45V
port memory buffers to √ WS-X6748-SFP * √ WS-X4448-GB-RJ45V
handle the sub-second √ WS-X6748-GE-TX *
byte/packet rates √ WS-X6724-SFP * 9 Catalyst 4948
√ WS-X6708-10G-3CXL *
Catalyst 6500 line cards √ WS-X6708-10G-3C * Catalyst 3750 / 3750-E
must offer (per port): √ WS-X6704-10GE *
√ WS-C3750G
400KB or greater transmit √ WS-X6516A-GBIC
√ WS-C3750-E
(TX) memory per port for √ WS-X6516A-GBIC
point-to-point meetings √ WS-X6516-GBIC √ Stacked configurations
√ WS-X6516-GE-TX × Non-Gig models
1Mb or greater transmit
(TX) memory per port for √ WS-X6502-10GE *
Catalyst 3560 / 3560-E
multipoint meetings √ WS-X6501-10GEX4 *
√ WS-X6416-GE-MT √ WS-C3560G
Priority Queuing √ WS-X6416-GBIC √ WS-C3560G-E
All Ethernet ports in the √ WS-X6408A-GBIC × Non-Gig models
path should be > 1 Gbps √ WS-X6316-GE-TX
√ WS-X6148A-GE-45F *
Any switch model / line √ WS-X6148A-GE-TX *
card not explicitly listed × All other line cards
here is implicitly not Detailed platform-specific
recommended * Recommended for test results and guidance
multipoint available upon request

Router Platform Recommendations
Detailed recommendations are pending. The following
information is preliminary and subject to change
Ethernet port(s) connecting router to LAN should be > 1 Gbps

Shaping should be avoided due to high probability that it will introduce unwanted
jitter
If shaping is required, proceed with caution until more concrete data is available and test
prior to deployment. Behavior varies across different router platforms and IOS versions
× 2600 / 3700 Series platforms
Not recommended due to Gigabit Ethernet requirement and requirement for DS-3 or higher
WAN interface speeds (see slides 13-15)
? 2800 / 3800 Series platforms
Questionable due to requirement for DS-3 or higher WAN interface speeds
(see slides 13-15)
Proceed with caution until more concrete data is available
9 7200 Series platform
VXR chassis recommended
Older-generation NPEs questionable. Proceed with caution until more concrete data is
available, or use latest-generation NPEs to be safe
9 7300, 7600, 12000 Series platforms

WAN Interface Types Recommendations
Avoid bundled interfaces (e.g. MLPPP, IMA)

Fragmentation and Reassembly causes jitter and high CPU on
router
Fractional DS-3 or higher recommended

T-1 / E-1 circuits are not a viable option
Metro Ethernet recommended as alternative to leased

circuits where available
Broadband (e.g. DSL, Cable) not recommended
Shared bandwidth
Asynchronous upstream/downstream speeds
No QoS guarantees

WAN Bandwidth Recommendations
Converged networks are recommended for maximum Return on
Investment
Benefit from increased bandwidth for data applications when
TelePresence is not using the bandwidth, allowing customers to
leverage bandwidth upgrades made for TelePresence to roll out
new/additional applications
Following best-practice QoS recommendations (see slide 25), no more
than 33% of the link should be allocated to TelePresence
CTS-1000 = 5.5 Mbps. Minimum circuit speed = 16 Mbps
CTS-3000 = 14.6 Mbps. Minimum circuit speed = 45 Mbps
Overlay (dedicated) networks are also supported

33% rule does not apply in this case. Reserve 2% of the link for routing
protocol and management traffic overhead. Round up to the nearest
whole Mbps to be safe
CTS-1000 = 5.5 Mbps. + 2% = 5.6 Mbps (round up to 6 Mbps) + burst
CTS-3000 = 14.6 Mbps. + 2% = 14.9 Mbps (round up to 15 Mbps) + burst
Burst recommendations provided on slide 5

WAN Circuit Provider Recommendations
To ensure customer success, Cisco has created the

Cisco Certified TelePresence Connection (CTC) program for
Service Providers
http://wwwin.cisco.com/sp/segments/wireline/managed/emerging_telepresence.shtml
For various business reasons, customers may want to use a

provider who is not a member of the above program
If the customer is simply acquiring circuits for an enterprise-managed
WAN then the customer is free to use any provider they choose
If the customer is obtaining an advanced end-to-end service, such as a
managed service, hosted service, B2B service, etc. then Cisco
recommends using a provider from the CTC program
If the customer still prefers to use a provider not part of the CTC
program, then Cisco must work with the provider to ensure that the
service they are offering meets the required SLA parameters and
that the network is engineered to accommodate the bandwidth and
burst requirements. These situations will be accommodated on a
case-by-case basis. Account teams should proceed with caution
and engage Cisco Advanced Services and/or TSBU Technical
Marketing for assistance before quoting the solution to the
customer
Agenda
Introduction (5min)
9 Cisco TelePresence Business 2 Business Connectivity (15min)
Cisco TelePresence Secure Business to

Business
Industry’s first Public “Switched”

TelePresence Network solution
Technology Solution that has been
created by both Cisco and our Service
Provider Partners
Enables TelePresence meetings with
customers, suppliers, and partners
Maintains simplicity features such as
one button to push call launch
Secure, reliable connections across
diverse, existing enterprise and
service provider networks

Transform Your Business Interactions
Partners Customers
HQ
Suppliers
Vendors
Solution Elements
Cisco’s Ability to Deliver • Secure Connect to Different Networks
• IP Network expertise end-to-end • Privacy Maintained: FW/NAT Traversal
• Global Service Provider Partnering • Encrypted Signaling and Media
• Endpoint and Network Management
Cisco TelePresence
Business to Business Connectivity
Cisco Powered Network

Service Providers
SBC SBC
SBC
Customer Site
Seamless, secure, scalable connectivity

NAT/Firewall traversal
Signaling and Media encryption
Global reachability – partners, customers,
vendors

Business Overview
The complete solution includes the following components:
TelePresence technology
TSBU: Cisco TelePresence System with endpoint security: authentication, encrypted
media, encrypted signaling
TSBU: Cisco TelePresence Manager for directory & and “one button” scheduling services
Enterprise network
IPCBU: Cisco Unified Communications Manager v.5.1 or greater
DSSTG: Enterprise network security: firewall/NAT traversal
ATG: Cisco Multiservice IP-to-IP Gateway for inter-worked, policed, external call routing
NMTG, CROS: Network management tools for network pre-assessment, provisioning,
monitoring, fault detection, and troubleshooting
Service provider network
TSBU, NSITE, CMO: Cisco TelePresence Inter-Business network with high bandwidth and
QoS
SRBU: Cisco Session Border Controller for interworked, policed, intercompany call routing
NMTG, CROS: Network management tools for monitoring, fault detection, and
troubleshooting
SRBU, SP Tools: Billing and mediation capabilities

Business Roadmap
Pt. to Pt., One provider, Pt. to Multi-Pt., One provider, Peering multi- provider,
multi-company multi-company multi-company
Q4 CY2007 Q1 CY2008 Q3 CY2008
• TelePresence Enhanced • Multi-provider bilateral

Security & Mangeability • Multipoint (in Enterprise) peering
Authentication • Multipoint (in SP) • Universal Directory &
Encrypted Media Scheduling Service
Encrypted Signaling • MP Integration with • Multi-cluster scheduling
CTS Traps & MIBs Outlook/Exchange for one-button
Voice Activated Switching call launch
One Button to Push • Collaboration tools
• Unified IP Communications • Virtual Agent Integration with
Contact Center Express
• Enterprise Network
• Enterprise Network Enhanced
Firewall / NAT Traversal
Security
TelePresence NM tools
• SP MPLS VPN Network • SP IMS Network with

• SP IP NGN Network Presence Policing
Agenda
Introduction (5min)
9 Cisco TelePresence Virtual Agent (5min)
Cisco TelePresence Virtual Agent

Connecting Customers With Experts
Combines CTS 1000 and Cisco Unified Contact Center
Express
Connects virtual agents to callers via the skills-based
routing, integrated queuing of Cisco Unified Contact
Center Express
Creates an intimate experience for the customer with
life-size, high-definition video images and CD quality
audio
- Agent and customer appear life-size on video
displays
Delivers high impact, face-to-face customer service
from any location
New applications, Vertical Markets
Finance: Branch office experts
Retail: High-end electronics sales
Healthcare: Remote consultation, interpretive
services
Administration: Three lobby ambassadors can
manage 10 buildings

Agenda
Introduction (5min)
9 Cisco TelePresence Interoperability Strategy (5min)
Industry Trends Towards Interop

Polycom purchases Destiny conferencing – creating interoperability
between Polycom TelePresence and Polycom Videoconferencing
systems
Tandberg and HP Halo announce interoperability between Halo
TelePresence suites and Tandberg Videoconferencing systems
HP upgrades the Halo TelePresence equipment from proprietary
MPEG to H.264 standards with the codec supplier Haivision
Tandberg announces “experia” TelePresence product line providing
interoperability with standard Videoconferencing systems
Teliris claims backwards compatibility with standard H.323 and
H.320 Videoconferencing systems
Interoperability
VTC TelePresence
Cisco TelePresence
Interoperability – Messages
Cisco TelePresence is based on open standards like

SIP, H.264 and ITU-T common audio algorithms
Cisco’s will provide multipoint interoperability via the
Cisco Unified Videoconferencing 3500 Series MCUs
Cisco will provide native interoperability between Cisco
TelePresence and competitive TelePresence endpoints
using SIP and 720p/480p standards
Cisco will offer a Competitive Trade-In Program
This allows customers another tactical approach to interop and
provides generous trade-in for your legacy VTC equip
Program details at
http://wwwin.cisco.com/emtg/tsbu/selling_resources/

Cisco TelePresence
Interoperability – Strategy
A comprehensive, multi-phase strategy

Interop between Cisco CTS-1000 and CTS-3000
Phase 0
Audio-only interop between Cisco TelePresence and standard-

definition Videoconferencing / Video Telephony endpoints
TelePresence multipoint switching, with audio-only interop

Phase I
standard-definition Videoconferencing / Video Telephony

endpoints
Phase III Phase II
Integrated multipoint combining high-definition and standard-

definition endpoints in the same meeting
Native interop between Cisco TelePresence endpoints and

competitive TelePresence endpoints
Cisco TelePresence
Interoperability – Phase 0
CTS-3000 CTS-1000
R R
C
C
L
L LC
R
C
LR
High-Definition TelePresence
Available Q1CY07
Cisco TelePresence
Interoperability – Phase 0
London
Generic H.323, H.320
or SIP Videoconferencing
Cisco Unified
MeetingPlace H.323, SIP or SCCP
Video Telephony
New York
Desktop Video TelePhony
e.g. CUVA, CUPC
Standard-Definition Videoconferencing Available Q1CY07
Audio-Only

Cisco TelePresence
Interoperability – Phase I
London
Tokyo Cisco TelePresence Cisco Unified

Multipoint Switch MeetingPlace H.323, SIP or SCCP
Video Telephony
New York
e.g. CUVA, CUPC
Audio-Only
Cisco TelePresence
Interoperability – Phase II
London

Video Telephony
New York
e.g. CUVA, CUPC
Audio-Only
Cisco TelePresence
Interoperability – Phase II
London

Video Telephony
New York
e.g. CUVA, CUPC
Audio-Only

Cisco TelePresence
Interoperability via Cisco Unified MeetingPlace
H.323 CTS 1000

Video Conferencing •Life Like & Size
•1080p
•One button to push
•Spatial Audio
MS Exchange
CTS Manager
Cisco Unified
MeetingPlace
CallManager 5.1
•Legacy H.323
•Standard definition
video & audio
CTS 3000 CTS 3000
Available Q4CY07
Cisco TelePresence
Interoperability – Phase III
CTS-1000 Competitor
TelePresence
CTS-3000 Competitor
TelePresence
Standard-Definition Videoconferencing Available CY08
Cisco TelePresence
Interoperability – Key Takeaways
Cisco TelePresence is based on industry standards such as SIP,

1080p, 720p, H.264, AAC/LD.
Cisco will provide interoperability with standard videoconferencing
systems via the Cisco Unified Videoconferencing 3500 series
Cisco will offer a competitive Trade-in Program to assist customers with
the transitions to the immersive visual communications
Cisco’s TelePresence is the world’s only 1080p native resolution
immersive experience offering:
√ 65” displays to deliver life size images
√ Standards based (H.264, 1080p, 720p video, SIP, AAC-LD)
√ “One button to push scheduling” and call launch
√ Fully integrated with Cisco Unified Communications

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Cisco TelePresence Pre-sales

Account Manager Training

7. Consequential Damages Waiver. IN NO EVENT WILL CISCO BE LIABLE FOR ANY

© 2007, Cisco Systems, Inc. All rights Reserved, Cisco Confidential ii

 Technical Background: Gives learners technical information that includes specific

QuickStart for Cisco TelePresence Enrollment

For additional enrollment information, contact Tony Anderson at toanders@cisco.com.

© 2007, Cisco Systems, Inc. All rights Reserved, Cisco Confidential iv

Sales Process review & CxO Relevancy

Business Case for TelePresence

The Discovery Process

Creating a Customer Proposal

TelePresence Technology and Design Overview

Learner Skill and Knowledge

© 2007, Cisco Systems, Inc. All rights reserved. 1-1

 Learners will be divided into teams working together to

Discussion: What Makes TelePresence a

© 2007, Cisco Systems, Inc. All rights reserved. 1-2

US Ted Demeris tdemeris@cisco.com

US Joel Cochran jocochra cisco.com

CN Rebecca Leach releach@cisco.com

Europe Janis Bergquist jbergqui@cisco.com

Emerging Rui Teixeira rteixeir@cisco.com

APAC Shankar Subramanian shanksub@cisco.com

Japan Yoko Tsunekawa ytsuneka@cisco.com

CTS Extended Team

Name Role When to Contact

Nancy Zehring WW Channels Cisco TelePresence

Amy Rogers TSBU Cisco TelePresence order

Erica Schroeder Corporate Marketing Cisco TelePresence

Worldwide ATP Website:

© 2007, Cisco Systems, Inc. All rights reserved. 1-3

“Being here is being there”

 Review the Cisco TelePresence value proposition and sales

Awards for Cisco TelePresence

“#25 Most innovative Companies”

“Best of 2006” “Innovation Award”

© 2007, Cisco Systems, Inc. All rights reserved. 2-1

It’s all about the Experience

Network as the Platform

Changing the Business Landscape with

TelePresence will change

Decreased Travel Expense – Immediate cost benefits can be gained

© 2007, Cisco Systems, Inc. All rights reserved. 2-2

Territory Planning: Profiling Accounts

Identify potential customers: Segment

Map out a strategy. Central Retail

Sales Process: Pre-Order process

CxO intro, Value

Refined Proposal &

© 2007, Cisco Systems, Inc. All rights reserved. 2-3

Executive - Care Abouts

What They Care About

Finance - Care Abouts

What They Care About

© 2007, Cisco Systems, Inc. All rights reserved. 2-4

What They Care About

Operations - Care Abouts

What They Care About

Marketing - Care Abouts

What They Care About

© 2007, Cisco Systems, Inc. All rights reserved. 2-5

What They Care About

Technical Background: Gives learners technical information that includes specific

Learners will be divided into teams working together to

Review the Cisco TelePresence value proposition and sales

In-store, lifelike access to experts on home

Enables SPs to create new revenue

The Discovery Phase

Do you have rooms that meet the physical dimensions?

Customer may want to issue a single Purchase Order

Customer may want …….

Know the implications per endpoint - make sure you