cisco digital signage the ip network to manage scalable digital signage networks a comprehensive...

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

Cisco Digital Signage

Simply a Better Way to Communicate

March 28thCopenhagen

Marius Holmsen – [email protected]


Agenda

What’s New

Macro View of Digital Signage MarketDefinition and Uses

A Changing Market—Business & Technology

Market Scope

Customer Challenges and Requirements

Cisco AnnouncementCisco Video Strategy

Product & Differentiators

Go-to-Market

Partnerships and Customers

Benefits/Summary


What’s New—Cisco Digital Signage

Presentation_ID

Easy to use—simple, intuitive Web interface

Flexible—provides customers with multiple media formats, customizable screen options, and high-quality content

Integrated/Scalable—Leverages the IP network to manage scalable digital signage networks

A Comprehensive Solution for management, publishing and playback of digital media on networked digital displays


Digital SignageOverview


Digital Signage Category—Defined

Compelling digital media content delivered to networked digital signage displays for targeted communications

Purposes include on-premise marketing/advertising to customers or internal communications and training to employees

Content typically includes video, graphics, animations, streaming web or TV content, and text

Applications include retail, branch banking, healthcare, transportation, education, hospitality, sports, and entertainment

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID


Common Uses for Digital Signage

• Cost-efficient training to remote employees

• Informational communications (break rooms, etc.)

Training

• Directional signage (way-finding)• Instant communications for disaster

response or changing conditions

• Direct corporate communication to external audiences

• Promote, cross-sell and up-sell• Generate advertising revenue• Product/service differentiation• Enhanced store/branch experience• Reduced perceived wait times

External

Sales/Marketing/Customer Satisfaction

Information Sharing

• Internal communications• Live broadcasting of

company events

Corporate Communications

Internal


What’s Changing—Business, Technology, Customers

Business:Growth/ revenue concernsCustomer loyalty/ experienceAdvertising/ marketing challenges (TIVO)

TechnologyNetwork as a platformUbiquitous broadbandLCD prices falling

CustomersThe connected consumerOnline vs. in-store

7


Phase 4: “Smart” Signage

Phase 3: Networked Media Player-Based

Digital Signage Technology Evolution

New Opportunities

Phase 2: Networked PC-Based

Phase 1: Standalone PC-Based

Technology Evolution

Today: High Reliability and Flexibility, Easy Deployment

and Operations

Tomorrow: Integration with Video Surveillance, RFID,

Telepresence, etc.

Yesterday: High Operational Costs,

Low Flexibility

Digital Signage Market


Addressing Customer Challenges

Pain PointsCommunication challenges with traditional media out to stores/local venues

Targeted marketing to customers

No easy way to get content out to stores/branches

Operational efficiency

High cost of traditional communications

Flexibility to be able to respond to (rapidly) changing conditions

Benefits

Drives sales through upsell, cross-sell

Enhance brand and customer experience

Ability to quickly respond and target content based on audience and location

Simple to install, manageand use

Use same platform for marketing, training

Digital Signage


Digital Signage Customer Requirements

Comprehensive: system that includes management and publishing and displayof contentSimple: Ease of use: simple interface, little training, standards-basedFlexible: easily update signage content, control content uniquely on-screen, in location or time of day, Reliable: robust equipment and network reliabilityScalable: ability to deploy thousands of signs across a distributed networkContent Authoring and Capture—high-quality content development, ability to repurpose existing contentCost: Low cost and affordable TCO: clear up-front costs and low operational costs


Cisco Digital Media System—Digital Signage


Cisco Enterprise Video

Entered four new emerging markets

Markets includeIP Video Surveillance Desktop Video TelePresenceDigital Signage

Leverage IP network as a platform

Cisco Enterprise Video StrategyDelivering an Intelligent, Converged Environment for Video

The Platform for the Human Network

Cisco

Desktop Video Streaming

12 Billion streamsin 2005

Digital SignageMarket size estimated

at $2B+ 2010

Digital Media31.8m MP3 players

and Video iPods

Video Surveillance$1282m market

size 2009

TelePresenceNext-Gen Collaboration

$4 to $5 in network upgrades for every $1 spent on TelePresence


The Digital Media System—Two Offerings Today

Desktop Video

• Application for live broadcasting and VOD to the desktop

• Common uses include executive/internal communications, training, or external marketing to customers

• Horizontal application for enterprise customers

• Application for broadcasting video, audio or graphical content to digital signs

• Common uses include marketing/ branding to customers in stores/ branches, training and communications

• Targeted application: Retail, branch banking, government, education, transportation, etc.

DigitalSignage

Cisco Digital Media System


Cisco Digital Media Player

Cisco Video Portal

MediaAccess

Digital Media Encoder 1000

Digital Media Encoder 2000

Cisco Digital Media SystemDesktop Video and Digital Signage

Solution that Spans Across the Digital Media Value Chain

Digital Media Manager

Video Portal Module

Digital Signage Module

MediaManagement

MediaCreation


Cisco Digital Media System—Digital Signage Application

Extension to DMM software for signage content management

Digital Media Player for display of content on digital signs

WAN


Cisco Digital Media Manager for Digital Signage

Remote web-based media management (Ingest/Add/Archive media and assign metadata)

Media player discovery, grouping, management, and monitoring/reporting

Manage and schedule play lists, screen zones and customizable templates

Integrates with Cisco ACNS/WAE for intelligent media delivery for WAN optimization

Role-based access control (RBAC)

Publish content to any content server for local streaming for efficient content distribution


Cisco Digital Signage—Scales

Single LocationDigital Media ManagerDigital Media Players

WAN

SecondLocation

Edge WAEDigital Media Players

SiSi

Third LocationEdge WAE

Digital Media Players

Ability to distribute content overnight and cache locally--Non-disruptive to mission-critical network operations

Content Distribution

Manager (ACNS)

Root WAE


Cisco Digital Signage—DifferentiatorsBusiness Benefits IT Benefits

Enables fast (real-time) and easy deployment to respond to changing conditions

Central/Local content management

Flexible and rich features to ensure compelling customer experience

Comprehensive single solution for both web presence (desktop video) and digital signage

Turnkey offering: Ecosystem for install and support

Trusted source: Cisco scale and support

Networked solution to provide flexibility and lower cost of operations (remote management)

Feature rich, secure, reliable

Scale for thousands of devices

Investment protection: HD support, upgrades, etc.

Ease of use and deployment

Robust video networking: Integration with Cisco ACNS/WAE

Trusted source: Cisco scale and support


NEC-Cisco Partnership

NEC Display Solutions is the market share leader in digital signage displaysJoint offers: Bundled solutions, end-to-end offering, roadmap of integrationHigh quality displays and world-class networkingWorld-wide coverage and support, joint resellersBenefit to customer: Experienced and trusted vendors, more reliable, scalability, faster install, better support and maintenance

19


Cisco Digital Signage CustomersCurrent customers deployments in retail, financial services, government, healthcare, education

Several customer installations of 1000-4000 digital media players in US, Canada and Europe

Applications range from marketing content for consumers to employee training

Scalable, reliable and integrated into IP networkare key differentiators

*Early customers serving as references


Goal of delivering media in store to

enhance customer experience, reinforce

the brand and generate revenue

In-Store Media at Virgin Megastores

BUSINESS CHALLENGE• Enhance user shopping experience by allowing

customers to interact with music content.• Enable remote monitoring and support of store

technologies.

SOLUTION• MPLS network supports IP telephony and in-store

kiosks.• Cisco In-Store Media solution providing Application

and Content Systems to manage content for 150 Virgin Vault Kiosks.

BUSINESS VALUE• Delivery of high value content to drive sales.• Estimated savings of $700k per year by using an IP-

based phone system.• Centralized management of store devices.


Norsk Tipping

Norwegian Lottery franchisee

4000 digital media players installed across their network of shops

Advertising ‘Results / win of the week / Jackpot / etc ’


Summary


Cisco Digital Signage—Summary Comprehensive solution for management, publishing, and

playback of digital media on networked digital displays

SimpleEasy to manage content scheduling and deployment

Easy to group signs for specific uses or time-of-day content

ScalableAbility to roll out single signs and grow to support thousands reliably

Central and local control management of content

IntegratedPart of Cisco Digital Media System for desktop video & signage

Integrated with IP network for seamless, non-disruptive operation

FlexibleAbility to tailor content delivery by screen, time of day or location

Support for multiple formats, multiple uses (internal/external)

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