Video as the next Voice: How Service Providers Fit

Cisco Knowledge Network for Service Providers December 7, 2010
Tom Glodowski – US SP Technical Solutions Architect – Telepresence Kirk Topits – US SP Consulting Systems Engineer - Telepresence

Presentation_ID

© 2010 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

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Agenda

• Introduction, Opportunity & IP NGN Linkage • Service Architecture • Question and Answer
Presentation_ID © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential

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Pervasive Video: Video as the Next Voice

IP-based IP based voice services and equipment move toward commoditization
– New revenue and margin services needed by SPs

Interactive Telepresence and Video is the next generation communication medium Video is on a trajectory to be very big j y y g
– YouTube / FaceTime Generation – Video’s time has come: Advances in standards, coding, processing p performance, bandwidth, QoS, mobility, business transformation, etc. y

Presentation_ID

© 2010 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

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Why Cloud Services for TelePresence? SP Considerations Networked Decentralized Model Network topology aware Distributed at the media handling and network services levels Virtualized Multi-client infrastructure and applications Virtualized media resources (e. etc) switches Fully Integrated y g Efficient management. diagnostic Flexible billing models Revenue settlement records d Network Economics Service Scale Operational Efficiency Expanded Revenue Opportunities and New Market Segments Presentation_ID © 2010 Cisco Systems. Cisco Confidential 4 . Inc.g. MCUs. Multi-point switches. All rights reserved. provisioning.

Cisco Confidential 5 . 80% of traffic on public and private networks projected to be video related $1 in TP spend drives $6-8 in managed services spend for the Service Provider SP addresses primary customer concerns impacting broader deployment: Scale Quality and reliability Lack of IT resources Secure B2B Source – Cisco. Inc. All rights reserved.Considerations Collaboration is a $35B+ market in 2010 IP Traffic will increase fivefold 2008 to 2013 In 2014. IBSG Presentation_ID Source – Cisco IBSG © 2010 Cisco Systems.

Wainhouse Research: Telepresence & Video Conferencing Market Growth $5. Cisco Confidential 6 .281 $2.979 Infrastructure Personal Video VC & TP Endpoints $4.324 $4. All rights reserved.580 $1.910 $3. July 2010 Presentation_ID © 2010 Cisco Systems. Inc.851 +18% $3.387 CAGR 09-15 24% 28% 15% 2009 2010 2011 2012 2013 2014 2015 Source: Wainhouse Research Enterprise Videoconferencing Endpoints & Infrastructure Products Forecast.

5M • 1 5M video minutes per month C‐Suite C Suite Solution TP 3000 900 Multi‐Purpose Systems 6000 1700 Desktop Appliances Multipurpose M li Room Executive Desktop =3 Years =Today 65.000.000 PC Client 20.Enterprise Customers are Changing the way they Collaborate…in a Big Way! y g y Global TelePresence  Service 60 12 • 20M Webex minutes per month 1. Inc. Cisco Confidential 7 .000 20. All rights reserved.000 Mins WebEx Per Month PC‐Based Desktop Presentation_ID © 2010 Cisco Systems.

Inc.Audience Question #1 Our internal use of Telepresence and Videoconferencing is: Extensive – many systems installed and used heavily Moderate – some systems installed with good use Limited – few systems installed with little use None – no systems installed but planning to implement None – no systems installed or planned N t i t ll d l d Presentation_ID © 2010 Cisco Systems. All rights reserved. Cisco Confidential 8 .

Natural Progression of TelePresence Services in Service Providers Step 4 Step 5 SP-to-SP Interconnect B2B Service Step 3 Enhanced Managed B2B Intercompany TelePresence Step 2 Step 1 Deploy TelePresence for internal SP use f i l Managed Intracompany TelePresence T l P Network Service Managed B2B Inter-Company I t C TelePresence Presentation_ID © 2010 Cisco Systems. Inc. All rights reserved. Cisco Confidential 9 .

traffic levels Intra-customer VPN Inter-customer VPN I t t Customer/SP Exchange Access Traffic Engineering – interactive latency reduction and route around failures Q Quality of Service – premium real-time class – latency y p y and jitter control Presentation_ID © 2010 Cisco Systems. Inc.Why Should SPs Care about Telepresence? Drives network bandwidth needs – circuits. All rights reserved. Cisco Confidential 10 .

600 pixels per frame x 3 colors per pixel x 1 Byte (8 bits) per color x 30 frames per second = 1.Cisco TelePresence Traffic Characteristics Resolution 1920 lines of Vertical Resolution (Widescreen Aspect Ratio is 16:9) 1080 lines of Horizonta Resolution s al 2. All rights reserved. Inc. Cisco Confidential .5 Gbps per screen uncompressed ! 11 Compressed to 4 Mbps per screen > 99% compression ratio! Presentation_ID © 2010 Cisco Systems.073.

All rights reserved. Cisco Confidential 12 .Cisco TelePresence Traffic Characteristics Max Bandwidth Consumption Per Second Not Applicable to 720p Lite Presentation_ID © 2010 Cisco Systems. Inc.

5 Mbps p second 720p Good 1. Inc.5 Mbps p 720p Lite 1 Mbps p 1080p Best 4 Mbps p 11 Mbps 10 Mbps 8 Mbps 8 Mbps 6 Mbps 3 Mbps 13 © 2010 Cisco Systems.Cisco TelePresence Traffic Characteristics Average Call vs. Cisco Confidential .s Time Graph 15Mbps 5 bps VBR Traffic Mega abit 11Mbps 5 “Average Call” Bandwidth Consumption Per Second Resolution Motion Handling CTS-500/1X00 average bandwidth (Mbps) includes Layer 2 4 overhead 2CTS-30X0/32X0 average bandwidth (Mbps) includes Layer 2. Max Consumption CTS-3010 BW Consumption v. All rights reserved.5 Mbps p 1080p Good 3 Mbps p 720p Best 3 Mbps p 720p Better 2.4 overhead Presentation_ID 10 1080p Better 3.

Shaping Codec Metric Latency Jitter Loss Presentation_ID SLAs Only Relate to Network Flight Time Thresholds 1st 250 ms 85 ms 1% 2nd 400 ms 125 ms 10% Cisco Confidential Codec Target 150 ms 50 ms 0. . Packetization Campus CE-PE Serialization. Inc. Reduce Quality 2.Cisco TelePresence Traffic Characteristics One-Way Latency. P li i Queuing. Decoding Queuing. Drop Call 14 165 ms 245 ms None Network Bar Change © 2010 Cisco Systems. Shaping PE-PE Policing. Queuing. Propagation PE-CE Serialization. S i li ti Queuing. Jitter and Loss Targets & Thresholds Latency CE PE Service Provider PE CE Campus Branch Codec Encoding.05% Triggered Action on Threshold 3rd 4th 1st None 2nd None None 1. Shaping Codec De-Jitter Buffer. All rights reserved.

Cisco TelePresence Traffic Characteristics Queuing Delay vs. . no shaping) Observed Video Jitter Values for TelePresence in LLQ: 3 to 13 ms Observed Video Jitter values for TelePresence in CBWFQ: 5 to 29 ms Slower links would need to buffer and queue more. resulting in much higher jitter TelePresence Presentation_ID LLQ Cisco Confidential TelePresence CBWFQ 15 © 2010 Cisco Systems. Video Frame Jitter The secondary contributor to video frame jitter is the queuing and shaping algorithms on every interface along the path Weighted-Fair Queuing produces higher jitter than Priority Queuing Example RFC 4594 queuing policy on an OC3 circuit (fully-congested. Inc. All rights reserved.

All rights reserved. cheaper in the short run Less concern of impact on current p network Relaxed network design guidelines Overlay now.Before You Begin Converged vs. converge when you’re ready Presentation_ID © 2010 Cisco Systems. tactical option Easier. line cards Router platforms WAN bandwidth/queuing policies Shaping. Cisco Confidential 16 . O l D l C d Overlay Deployment M d l t Models Converged C d Network Maximum Return on Investment. lowest Total Cost of Ownership in the long run Must follow network design guidelines Switch platforms. Inc. queuing policies Overlay O l Network Quicker.

Cisco Confidential . edu da t Latest generation switching and routing platforms and IOS queuing and shaping policies End-to-end Quality of Service 17 Multiple channels of 1080p (or 720p) resolution video and wideband audio @ 30 frames/sec Variable video frame sizes Large packets. jitter and loss targets and thresholds Presentation_ID © 2010 Cisco Systems. Inc.Cisco TelePresence Traffic Characteristics Summary Traffic Characteristics Bandwid dth Network Requirements IP Time Ultra-high bandwidth g Very low latency. high packets/sec Very low latency. redundant g y e ab e. All rights reserved. jitter and loss SLA targets and thresholds Highly-reliable.

Cisco Confidential 18 .) Services attach revenue Sell. design implement customer premise equipment Maintenance and break/fix Managed router/network services Managed Telepresence services – Concierge VNOC Concierge. security. scheduled Presentation_ID © 2010 Cisco Systems. VNOC. Plan. Scheduling. ad h Ad d i in the l d lti i t it d hoc. Inc. All rights reserved. endpoint management B2B Communication (intra-carrier and inter-carrier) Advanced services i th cloud – multipoint.Why Should SPs Care about Telepresence? (Cont.

Cisco Confidential . Inc.Service Provider Revenue Opportunity New revenue opportunities for SP SP managed service deployment TelePresence Service Provider Y Cust_X site 1  Cust_X VPN Cust_X site N  SP  SP IP/MPLS network Public Suites Transport TelePresence Exchange Deployment D l t TelePresence Service Provider Z Public Suites Public Suites • hotels • airports etc… Customer Premise • TP endpoint s. All rights reserved. Hosted TP Exchange service • Value added APP services • API for Svc differentiation • Fixed  / usage billing schemes Inter‐SP   • Offnet charge for B2B • Federated Session Switch  or Bridge services • Info/directory svcs 19 © 2010 Cisco Systems. TP Infra • PDI services • Endpoint mgmt svcs • Ent network upgrade • Public Suites  Presentation_ID SP network • High QOS  & high BW service • Overlay/Converge network design Overlay/Converge network design • Custom design services SP  Exchange Services • B2B .

All rights reserved.Audience Question #2 Telepresence and Videoconferencing Service Offerings: Currently offer Telepresence services Cu e t y o e deoco e e c g services Currently offer Videoconferencing se ces Currently offer Telepresence and Videoconferencing services No current services offered but interested and planning to implement No current services offered or planned Presentation_ID © 2010 Cisco Systems. Cisco Confidential 20 . Inc.

Agenda • Introduction. Inc. Cisco Confidential 21 . All rights reserved. Opportunity & IP NGN Linkage • Service Architecture • Question and Answer Presentation_ID © 2010 Cisco Systems.

Classification of Managed Service Provider Solutions Physical Location Hosted Shared vs. All rights reserved. Self-Managed Outsourced Primary Business Model Service fees Service Level Agreement Availability of service i Availability of service or q quality-defined y Availability of hardware/ application Custom Model Type Exchange Dedicated Outsourced Leasing and/or service fees HW & license & service fees HW & license & professional services HW & license MSP Self-managed Hosted Enterprise MSP Customer s Customer’s Site Dedicated Outsourced Self-managed Internally defined if at all Enterprise Presentation_ID © 2010 Cisco Systems. vs Dedicated Shared Outsourced vs vs. Inc. Cisco Confidential 22 .

Cisco Confidential 23 . All rights reserved. Inc.Telepresence Exchange High Level Architecture Presentation_ID © 2010 Cisco Systems.

S R li bl Secure and Global Reach Presentation_ID © 2010 Cisco Systems.The New Cisco TelePresence Portfolio Integrated Architecture I t t d A hit t Any to Any Interoperability Endpoints Infrastructure Cloud Services Complete Portfolio Scalable d S l bl and Comprehensive Reliable. All rights reserved. Inc. Cisco Confidential 24 .

Inc. • Reduce TCO: integrated p ops tools. Cisco Confidential 25 . service control & hosted application sol tion solution platform for SPs: • Enables portfolio of new TelePresence cloud services • Enhanced service velocity • Scalable for regional & global deployment g platform.Cloud Solutions: SP Service Creation Platform Cisco TelePresence Exchange System (CTX) Apps Layer Scheduling Portal Directory Services Vertical Applications Integrated media. All rights reserved. flexible licensing Service Control Service Orchestration Resource Management & SLA Inter-SP Control Integration APIs Management / Provisioning tools Edge Routing Routing / Switching Multipoint Switching IVR Interoperability Benefits for Enterprises: • As-a-service model improves ROI • R id scale & global reach Rapid l l b l h • Extend collaboration benefits via hosted video communities Network & Media Session Handling SP A SP B Industry’s first service creation platform for TelePresence solutions Presentation_ID © 2010 Cisco Systems.

Cisco TelePresence Exchange System Telepresence Service Creation Platform Strategy BUSINESS SERVICES MEETME CONFERENCE PERMANENT BRIDGE INTERCONNECT (SP – SP) STREAMING SERVICE ORCHESTRATION CALL CONTROL SERVICES POLICY SERVICES WEB SERVICES INTEROP SERVICES LINE SIDE REGISTRATION DIRECTORY SERVICES IVR SERVICES SUBSCRIBER SERVICES TMS BILLING SERVICES SDK DEVELOPMENT SERVICES Experience Mgmt & Network Service RECORDING SERVICES MULTI REGION ROUTING SERVICES MULTI POINT END POINT REGISTRATION IDENTITY SERVICES MEDIA SERVICES TRANSCODING OBTP TIP CTS-MAN SD . Inc.HD MEDIA FORMATS GATEWAY CALL CONTROL INFRASTRUCTURE SBC Presentation_ID MEDIA SWITCHING / SERVICES ROUTING SECURITY VCS CUC M CTMS MSE TCS MXE ASR CUBE NAT/ FW 26 © 2010 Cisco Systems. Cisco Confidential MANAGEMENT SERVICE CREATION CONTROL AUDIO SERVICES SCHEDULING SERVICES . All rights reserved.

All rights reserved. 27 .High Level Architecture Overview Scheduling Portal SIP Line SIP Trunk Physical Access Application Plane CTX Deployment Hosted Controller Cisco TelePresence Exchange System Admin Portal CTX Scheduling Middleware CUCM CTS-Man Control Plane VCSc CUCM CTS-Man East Coast Media Sub‐System Media Sub‐System West Coast Media Plane Pl CTMS Pool Session Border Routing / Switching IVR Pool MSE Pool MSE Routing / Switching Pool IVR Pool CTMS Pool Session Border Routing / Switching Customer Access Customer A Customer B Customer C Customer … TMS Presentation_ID VCSc Cisco Confidential © 2010 Cisco Systems. Inc.

Inc.323 Outlook Integration 28 Presentation_ID © 2010 Cisco Systems.Call Contro Scheduling and ol g and Dialpla an Managem ment Interop Architecture using Telepresence Server Outlook CT Manager TMS SIP Trunk Other Functions • FWT/SBC • Gateways • Transcoders • Recording & g Streaming CUCM VCS dpoints End MOVI CTS 3010 CTS 1100/1300 CTS 500 Profile 52 E20 T1 T3 Multipoint Conferencin ng CTMS Telepresence Server or MSE 8000 with TIP HD MCU 4500/8510 Protocols SIP H. All rights reserved. Cisco Confidential .323 Media/ 720p Enhanced SD SIP or H.

All rights reserved. Inc. Cisco Confidential 29 .Agenda • Introduction. Opportunity & IP NGN Linkage • Service Architecture • Question and Answer Presentation_ID © 2010 Cisco Systems.

Inc. Cisco Confidential 30 . All rights reserved.Question and Answer Presentation_ID © 2010 Cisco Systems.

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