Cisco's Caspar Herzberg keynote presentation from CCBN 2014 in Beijing. Access all Cisco at CCBN assets (blogs, photos, event details, etc.) here: http://cs.co/fbet

1. Achieving New Heights for
China’s Broadcasting Industry
Caspar Herzberg
Vice President, Cisco Consulting Services
Asia Pacific, Japan and China
March 19th 2014
How to Gain Leverage with Cisco’s Internet of Everything

2. Cisco Public 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Internet of Everything, The Networked
Connection of People, Process, Data and Things
Process
Things
People
Data
$19 Trillion
By 2020, 50 Billion objects will be connected

3. Cisco Public 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Connected Lifestyle
Access favourite show
“House of Cards”
Enjoy a connected lifestyle with
multi mobile devices
Catchup content anytime,
anywhere on-the-go

4. Cisco Public 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The IoE-Ready Organization: Three Key Attributes
Agile
Achieve competitive
differentiation by
responding faster
Foster disruptive
innovation, build
“platforms” for
sustainable advantage
Respond to rapidly
evolving threats
Predictive
Anticipate market
transitions
Optimize performance of
assets, operations
Foresee and proactively
address emerging
security threats
Hyper-Aware
Sense the location,
status, and context of
company assets,
customers
Monitor customer
sentiment and behaviors
in real time
Identify market and
competitive changes
Accelerating Innovation

5. Cisco Public 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Rise of Multiscreen Behavior
Free to Air TV ChannelsFree to Air TV ChannelsFree to Air TV ChannelsFree to Air TV Channels
From linear content...From linear content...From linear content...From linear content... ... to full control across all devices... to full control across all devices... to full control across all devices... to full control across all devices
MultiMultiMultiMulti----channel PayTV,channel PayTV,channel PayTV,channel PayTV,
VoD, and Online TVVoD, and Online TVVoD, and Online TVVoD, and Online TV
Multiscreen contentMultiscreen contentMultiscreen contentMultiscreen content
on demandon demandon demandon demand
• Limited choice of content
• Providers in full control of
time and content
• Wide range of content
• Users increasingly in control,
but disjointed user experience
• Wide range of content
• Users in full control (time,
content, location, device)

6. Cisco Public 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Television No Longer Center of Attention
40%
Browse internet 56%
Read email 63%
Live betting on sports event 13%
Interact with show through voting 13%
Compete with others on show 14%
Watching >2 shows 25%
Social forums 29%
Access social networking
Consumers using second screen to
access parallel content
Tablet
Smartphone
Laptop
Desktop
TV screen
14.0
6.2
4.5
2.5
2.5
2013
2012
Average viewing hours by devices at home
Consumers
spending more
time
consuming
content on
mobile devices
Activities on 2nd screen while watching TV
Source: Ericsson consumer lab survey, Cisco consulting analysis

7. Cisco Public 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Obstacles Lie Ahead for Free to Air and Pay TV
operators as Landscape Matures
OTT will continue to grab share from FTA and pay TV operatorsOTT will continue to grab share from FTA and pay TV operatorsOTT will continue to grab share from FTA and pay TV operatorsOTT will continue to grab share from FTA and pay TV operators
Market
share
Broadcasters
Present
case
Future
case
Pay TV operators OTT players
Source: Cisco VNI, Ovum forecast, Cisco consulting analysis

8. Cisco Public 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Global Operators are Leveraging 4 Strategic Levers
Source: Cisco consulting case experience
Strategic leversStrategic leversStrategic leversStrategic levers
1111
Consumer media modelConsumer media modelConsumer media modelConsumer media model 2.02.02.02.0 – Innovative
customer experience through N screen
session shifting, web and interactive
services, personalized content
3333 Mobile digital servicesMobile digital servicesMobile digital servicesMobile digital services – Drive new
mobile revenue from online models i.e.
social networking, video
2222
Service DifferentiationService DifferentiationService DifferentiationService Differentiation – Enable analytics
for delivery of predictive content and
enhanced user experience
HighHighHighHigh
Level of personalization or user stickiness
Financialimpact
HighHighHighHigh
LowLowLowLow
LowLowLowLow
Consumer media
model 2.0
1111
3333
Mobile digital
services
2222
Service
Differentiation
4444
Triple or
quad play
4444
Triple or quad playTriple or quad playTriple or quad playTriple or quad play – Consumer bundle
with Pay TV, fixed voice, mobile and
broadband services

9. Cisco Public 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Other
Businesses
Other
Businesses
CommunicationsCommunications
Increasein2yearsIncreasein2years
DataData
• Data is growing exponentially:
terabytes to petabytes
• Time is shrinking: lower latency
between event and data availability
• Based on Oracle survey, 93939393%%%% of C
level executives believe firm losing
revenue due to poor data
management
• Opportunity costs = 14141414%%%% of
revenue
• Data is growing exponentially:
terabytes to petabytes
• Time is shrinking: lower latency
between event and data availability
• Based on Oracle survey, 93939393%%%% of C
level executives believe firm losing
revenue due to poor data
management
• Opportunity costs = 14141414%%%% of
revenue
ChallengesChallenges
Business Leaders Take Advantage of Their Data
86%86%86%86%
119%119%119%119%
ObjectivesObjectives
• Agility
• Cost Reduction
• Competitive Advantage
• Agility
• Cost Reduction
• Competitive Advantage

10. Cisco Public 10© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Data abstraction
layer
A Layered Approach Through Data Virtualization
Data VirtualizationData VirtualizationData VirtualizationData Virtualization Access & DeliveryAccess & DeliveryAccess & DeliveryAccess & Delivery
GovernanceGovernanceGovernanceGovernance
DiscoveryDiscoveryDiscoveryDiscovery
PerformancePerformancePerformancePerformance FederationFederationFederationFederation
AgilityAgilityAgilityAgility
AbstractionAbstractionAbstractionAbstraction
Present
Past Future
Data Warehouses
Marts & Cubes Operational
Data Stores Transactional
Sources
File Systems
Big Data
Data aggregation
layer
Data analytics layer for
predictive behaviour

11. Cisco Public 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Becoming an IoE-Ready Organization
SP of YesterdaySP of YesterdaySP of YesterdaySP of Yesterday Future IoE enabled modelFuture IoE enabled modelFuture IoE enabled modelFuture IoE enabled model
EnterpriseEnterpriseEnterpriseEnterprise
optimizationoptimizationoptimizationoptimization
Legacy systems
and lack of visibility
Increased awareness of
customer status
Enhanced operations with
lowered costs
Personalized services enabled
by analytics
Immersive experience with
hyper targeted advertising
Capture new IOE enabled
business opportunities
Offering IoE platforms to drive
business value for customers
ServicesServicesServicesServices
differentiationdifferentiationdifferentiationdifferentiation
Reduced ability to
differentiate offerings
BusinessBusinessBusinessBusiness
accelerationaccelerationaccelerationacceleration
Flattened or low growth
in mature markets
BenefitsBenefitsBenefitsBenefits Examples of use casesExamples of use casesExamples of use casesExamples of use cases
Hyper targeted
ads
Automated cloud
DVR to record &
playback
Predictive Video
on Demand on
mobile
Predictive home
content delivery

12. Cisco Public 12© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• A flexible virtual data layer across
all source systems
• Able to translate back and forth
with different granularity on
different platforms
• Run predictive analysis to make
better business decisions and
improve the customer experience
• increased revenue in first year
• Decreased time to solution
• 4 projects in 6 months
• Reduced manpower
• Now 5-6x faster adoption of
products
Service SolutionsService SolutionsService SolutionsService Solutions Impact on CustomerImpact on CustomerImpact on CustomerImpact on CustomerCustomer ChallengeCustomer ChallengeCustomer ChallengeCustomer Challenge
Cisco Data Virtualization Use Case
• Analyze data pre and post
deployment to identify changes
• Understanding customers’ needs
and influencing subscriber base
• Analyze impact of email campaigns
• Integrate 3 different data sets;
Customer Survey Data, Operational
Data, Demographic Data

13. Cisco Public 13© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Bringing The Internet of Everything to Life
Case Study: The Sochi Olympics Experience
Stream live and on-demand sports content
to set-top and other multi-screen devices
Simple, agile, and elastic cloud architecture that
supports content streaming and advanced
user experiences
Stream live and on-demand sports content
to set-top and other multi-screen devices
Simple, agile, and elastic cloud architecture that
supports content streaming and advanced
user experiences
ObjectiveObjective
Combination of public and private cloud
Cisco video solutions
Cisco services
Combination of public and private cloud
Cisco video solutions
Cisco services
SolutionSolution
Agility, portability, hyper awareness and
scalability, with much less engineering and prep
time
Agility, portability, hyper awareness and
scalability, with much less engineering and prep
time
ResultsResults
M2P connections:
Content from live
streaming delivered
across any devices
M2M connections:
Live coverage
captured from
camera distributed to
cloud

14. Cisco Public 14© 2013-2014 Cisco and/or its affiliates. All rights reserved.
We help you make the most of
tomorrow’s opportunities, today. And
prove that amazing things happen
when you connect the unconnected.

15. Thank you.