mr. ghazi atallah presentation
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1© 2006 Cisco Systems, Inc. All rights reserved.ATIF 2006Ghazi Atallah Cisco Confidential
The Potential of Broadband
Digital Home & Next Generation Services
May 25, 2006
Ghazi Atallah
Service Providers
Emerging Markets
2© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
The digital household
Image source: Wall Street Journal
Telco
Cable
Satellite
Internet/Broadband Video
Wireless
3© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
BroadbandSubscriberSubscriber
IPTVVoIPMP3
InternetGaming
VoD
Service Provider DynamicsBroadband Defining New Service Models
TV
PSTNPSTN
InternetInternet
Mobile
Provider AProvider A
Provider BProvider B
Provider CProvider C
Provider DProvider D
SubscriberSubscriber
4© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
The World Today
5© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Coming Together Creates Challenge/Opportunity
Convergence of all three galaxies to form a new entity
Implications to today’s Telecom SPs
6© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Convergence of SP SegmentsCan No Longer Be Defined by Access Technology
Over the Top
Wireline Cable
Mobile
Experience Provider
Experience Provider
7© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
The New Service Provider Offer:“Many Services to Many Screens”
At Work, At Home, On The MoveAt Work, At Home, On The Move
Video Conferencing
Video Conferencing
Digital TV /VOD
Digital TV /VOD
VoIPVoIP High-Speed Internet /VPNHigh-Speed
Internet /VPN
PDA / EmailPDA / Email
Text / Instant Messaging
Text / Instant Messaging
Custom Ring Tones / MP3
Player
Custom Ring Tones / MP3
Player
Push-to-Talk /Intercom
Push-to-Talk /Intercom
VideoData Voice
8© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Web ServicesWeb ServicesCollaborationCollaboration ApplicationsApplications Storage/ComputingStorage/ComputingConvergenceConvergence
Business Needs Are Evolving Beyond ConnectivityRequires Highly Available, Secure Managed Services
• 1) High Availability: Managed networks can help ensure business continuity in the face of everyday interruptions and unexpected disasters
• 2) Service Security:Providing firewalls and intrusion detection systems (and keeping them updated) and using encryption for all sensitive data
• 3) Application Awareness:Allows operators to classify applications, apply application-specific QoS policies while metering / billing for services on a converged network
IP NGN Infrastructure
9© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Consumer Needs Are Evolving Beyond Connectivity: Requires Integrated Voice / Video / Data with Mobility
• Subscriber Personalization: Actively manage the subscribers identity and adjust the service offering/packaging (i.e., different identity in different worlds)
• Mass Scalability:Leverage mass-customization principles:Service-bundling; subscriber-grouping and per-group processing
• Service Evolution:From transport-based service models (time/distance/volume) to content-based service models
Home Office / VPNHome Office / VPN Internet AccessInternet AccessIM / Group ChatIM / Group Chat IPTV/VoDIPTV/VoDOnline GamingOnline Gaming
IP NGN Infrastructure
10© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
…and consumers are expecting a better entertainment experience…
What They Want
Where They Want It
When They Want It
How They Want It
Broad choice, personalized and simple
On demand, available always
Everywhere, follow me
Flexible, with no platform or
access restrictions
11© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Our thoughts on Video
• Near term, enhanced and improved “television” plus the value delivered by the “bundle” will drive subscriber growth & retention
Access to more content with more relevancy, more channels, on-demand;
Improved value delivered by the bundle
• We believe the next step will be to connect the home and the consumer experience
Content mobility is becoming an important component of consumers’ entertainment experience
• Finally, the experience will become more personal and more individual with customization of both applications & navigation
12© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Overall, consumers seem to love the “on-demand” entertainment experience
51%
57%
68%
74%78%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
Analog Digital VOD DVR DVR & VOD
Source: CTAM research conference
Overall Satisfaction with Service Provider
13© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Video Services on TV Data/web-based Services Voice-based Services
TV
• Video on-demand• DVR• Enhanced navigation• Integrated search
across storage media
• Personalized Content on your TV
• Movielink• Music on Demand• My IP TV content
services
• Caller ID on TV• Unified
Communications on your TV
• Synchronized with cell and PC
Mobile Phone
• Control recording on DVR
• Receive video clips from your DVR
• Send photos or video clips to DVRs
• Control what to get on cell phone
• Personalized content on your cell phone
• Your music and photos on your cell phone
• Unified Communications on your cell
• Receive voice messages fwd by PVR
• Synchronized with DVR and PC
PCs
• Manage content on DVR
• My Pictures on my TV• My Music on my TV• My Videos on my TV
• Manage service preferences at home or at office
• Unified Communications on your PC
• Synchronized with cell and DVR
Bundling “buy more-get more”
14© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Consumers want theirdevices to work together
and share content
BROADBANDEntertainment,
E-Business, Services
MEDIAPre-Recorded Content
Personal Media
MOBILE MULTIMEDIAEntertainment,
Personal Pictures and Video, Services
BROADCASTServices,
Entertainment
15© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Early Adopters Early MajorityInnovators / Visionaries
Late Majority Laggards
• Our market research shows consumers (not surprisingly) want video services that are easy to use
Easy access to broadband baseline service
Easy access to and use of On Demand services (DVR & VOD)
Easy to change services
Easy to pay monthly bill
With the anticipated complexity, SP’s are well-positioned to offer value through simplicity
16© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
INTELLIGENT INFORMATION NETWORKINTELLIGENT INFORMATION NETWORK
Cisco IP NGN ArchitectureAchieving a Whole Greater Than the Sum of the Parts
GAMINGGAMING DATACENTER
DATACENTER
PRESENCE-BASED
TELEPHONY
PRESENCE-BASED
TELEPHONYWEB
SERVICESWEB
SERVICESMOBILE
APPSMOBILE
APPS
IPCONTACT CENTER
IPCONTACT CENTER
IntelligentEdge
IntelligentEdge
CustomerElement
CustomerElement
MultiserviceCore
MultiserviceCore
Access / Aggregation
Access / Aggregation
Framework for User andApplication-Based Control(Data, Voice, Video, Mobility)
Framework for User andApplication-Based Control(Data, Voice, Video, Mobility)
Service Exchange
Service Exchange
AP
PL
ICA
TIO
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NV
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GE
NC
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PP
LIC
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TransportTransport
17© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
Summary
• Competition and consumer demands will drive tremendous change and opportunity
• The need to deliver more value will soon drive the need for a more integrated, more connected experience
• Expansion of content and greater integration will lead to new dimensions of both personalization and navigation
18© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialATIF 2006Ghazi Atallah
experiences experiences
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