A consumer’s perspective on network technology

Overview

Background/History

Film Technology

Entertainment Venue Technology

Consumer Driven Technology

Summary and Q&A

“The heart of everything is the network.”

Dan ScheinmanCisco Systems

Evolution of the Network

ParticipationYouTube

CollaborationWikipedia

CommunicationVoIP Call

ConnectioneCommerce

Source: John Chambers, CEO, Cisco Systems, 2007 CES keynote address

Acquisitions as Key Drivers of Change

Consumers choose:Type of content they wantWhen they want itWhere they want itWhat device to play it on

Linksys and Scientific AtlantaMake network relevant to entertainment

Source: Dan Scheinman, SVP and General Mgr., Cisco Media Solutions Group

Source: Dan Scheinman, SVP and General Mgr., Cisco Media Solutions Group

The “Golden Age of Consumers”

Consumers in control, not studios

Filmmakers and artists can better connect with massive online communities built around well-received films

New opportunities to improve the content they produce

Aids in marketing and advertising

Source: Joshua Goldman, CEO, Akimbo Systems, Inc.

How is Digital Technology Changing the Way Consumers Access Media Today?

Bringing production costs down

Bringing distribution costs down

Giving consumers more choices

Source: Walter Murch, Academy Award winning film editor

The Evolving Digital Sandwich

Recording done primarily on film

Distribution done primarily on film

Middle section is becoming increasingly digital

Eventually, entire process will become digital

Filming

Distribution

Digital Editing, CGI, etc.

“Digital technology and broadband are going to be every bit as important as the introduction of sound or color.”

Dan ScheinmanCisco Systems

Source: Jim Grubb, Cisco Sports Entertainment Demo at Oracle OpenWorld 2006

Cisco At The Ballpark

Telecast beamed to fans' phones/PDAs Fan can upgrade seats or exchange tickets by phone at

stadium kiosk Can view multiple views of game action

– Replay angles

Digital signage– Detect consumer presence with RFID phone tag– Marketing tailored to individual consumer tastes

+ + =

Technology comes full circle

OR

“Turnabout is fair (QUAD) play”

• IP started in the workplace, resulting in consumer applications• Now consumers are adopting technologies that raise the bar in the enterprise segment

Source: http://tools.cisco.com/dlls/tln/page/media/perspectives/detail/ep/2006/daniel-scheinman-11

Summary

Consumers are empowered as never beforeControl the content they want to see/hearImprove content through collaboration with artists

Cisco has ability to create happier, more satisfied consumers

Richer, more satisfactory experience More likely to provide repeat business

Additional revenue streams for any business

Multiple vendors may benefit from one affinity Cell phone provider, credit card company, sports team

Q and A