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The Power of IP Video


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Table of Contents

Introduction xxi Part I Where Are We Headed? 1 Chapter 1 Quad-Play and the Curse of Interesting Times 3Executive Summary 4Virtualization: A Common Modus Operandi 5 Quad-Play in Virtualized Environments 6 Why Video? 7Globalization 3.0 at Our Doorstep 7 A Rocky Ride 8 Has It Really Gotten That Flat? 9Consumer Led: When Work Emulates Social Networks 11 From Web 2.0 to Visual Networking 12 Viral Video: The Edward R. Murrow of Our Times? 13What Next? 14Summary 15End Notes 16 Chapter 2 The Way We Work 17Executive Summary 18Use of Video in Organizations 18IP Video and Collaboration at Work: An Illustration 19 Find Them Now 20 Softening the Edge of Fast Turnarounds 20 Mobility: Productivity on the Go 21 Click to Call from Anywhere 22 Follow Me Around 22 From Voice to Video to Web 22 Virtual Collaboration 23 One to Many in a Matter of Moments 23 Moral of the Story 24Making a Difference 25 Productivity When Away from the Office 25 A Family-First Workplace 26 Environmentally Friendly Workplaces 26 Rationalizing Real Estate 27 All About Nuance 27Summary 28End Note 28 Chapter 3 Beyond Workplaces: Video in Collaborative Workspaces 29Executive Summary 30How Might Collaboration Really Play Out at Work? 31 "Virtual Margaret" 32 Enter TelePresence 33 Business Implications 34Too Many People, Too Many Trips 35Boosting "Engagement" at Work 36 Workplace Flexibility to Reduce Healthcare Cost 37Summary 38End Notes 38 Part II Cisco in Play 39 Chapter 4 Scaling the CxO 41Executive Summary 42Your Broadcast Network 44Direct Employee Interaction 45Open Access 48Accountability 49From Innovation to Requirement 50From Requirement to Innovation 52Customer Interactions 55Summary 55 Chapter 5 Cisco Finance and Investor Relations:Transforming Processes, Partnerships, and PublicPerception 57Executive Summary 58Cisco Finance 59 Improving Organizational and Cross-Functional Alignment: Video Improves Day-to-Day Working Relationships and Operations 59 Developing Team Depth and Skills: Video-Enabled Training 60 Ensuring Finance Speaks with One Voice: Executive Messaging, Global Communications 61 Providing Consistent Messaging Across Groups: All Hands Meetings 62 Facilitating Sales While Ensuring Compliance: The Sales Empowerment Initiative 63 Looking Ahead: Next Steps for Finance 64 Finance: Lessons Learned 67Video Applications in Investor Relations 68 Internal Uses 68 External Applications 69 Press-Related Activity 71 Web Presence 72 Latest Applications: Looking Ahead 74 Investor Relations: Advice and Considerations 76Summary 77 Chapter 6 Cisco Marketing: Video AcceleratesCommunications, Collaboration, and Time to Market 79Executive Summary 80Internal Uses 80 One-to-One and Small Group Collaboration 80 Staff Meetings 82 Larger Group Meetings 82External Uses 87 Webcasts and Bannercasts 88 Video on the Web: News@Cisco Portal 89 Video Datasheets 91 Embedded Video in Websites: External Product Launches 93 Exploring New Places to Use Video: Second Life 94Summary 95End Note 95 Chapter 7 Optimizing a Global Engineering Organization 97Executive Summary 98Technical Strategy and Execution 99 Employee Communication 100 Effective Integration of Acquisitions 102Multisite Product Development 104 Team Communication Preferences 105 Program Management and Videoconferencing 106 Project Management and Desktop Video 107 Best Practices for Multisite Product Development Using Video/Visual Tools 109 Video and Behavior to Avoid Travel 111Product Testing and Support 112 Product Testing During Development 112 Troubleshooting with Customers 113Technical Training 114 The Engineering Learning Organization 114 Using Live Broadcasts to Increase Awareness and Knowledge 116 Using Video on Demand for Technical Training 117Summary 118 Chapter 8 Maximizing Your Human Resources Through IP Video 121Executive Summary 122Recruiting in a "Flat" World 122New-Hire Orientation 123Knowledge Transfer 126Onsite Daycare 127Change Management 128Summary 130 Chapter 9 Save More, Make More: Increasing Sales Productivity with IP Video 131Executive Summary 132Early Drivers 132Product Launch 134Scaling the SME 134Saving Time for Sales 137 "Scale the Power" 138 Next Generation 140Summary 141 Part III Show Me the Money 143 Chapter 10 Transforming Educational Paradigms with IP Video 145Executive Summary 146Evolution of Video-Based Learning at Cisco 146Video in Today's Diverse Education Settings 148 Collaborative Learning for Career Advancement 149 Safeguarding Schools with IP Video Surveillance 151 Reaching Dispersed Learners: Mobile and Video Ready 153 Video Content Enriching the Classroom 156Summary 159End Notes 159 Chapter 11 Financial Services and Video: Accelerating Revenue, Relationships, and Much More 161Executive Summary 162Improving the Product Rollout Process, and More, with Video 163Bridging the Gap: Magnet Bank 166Supporting Growth While Maintaining Corporate Culture: Mountain America Credit Union 168Thinking Differently About Collaboration: Wachovia 173Summary 176 Chapter 12 The Doctor Will See You Now: Transforming Healthcare with Video 177Executive Summary 178The Technology Transforming Healthcare 178Building Expertise and Boosting Communication: Alabama Department of Rehabilitation Services 181Improving Employee Communications and Collaboration: Niagara Health 182Extending Expertise While Providing Improved Patient Care 182 Robots Enable Physicians to Be in Two Places at One Time 183 Bringing Life-Saving, Specialty Care to Rural Regions: Ontario Telemedicine Network 185 Video Brings Critical Care to the Littlest Patients: Adena Health System 188 Beyond Videoconferencing: TelePresence Becomes the Next Step in Telemedicine in Scotland and New Zealand 189 Improving Healthcare and Quality of Life: Afghanistan's Telemedicine Project 191 Connecting Clinicians and Patients with Innovative Services: California's Healthcare Interpretive Network 192 Innovation Improves Image and Patient Care: Arras Hospital 195Summary 197 Chapter 13 The Influence of IP Video on Other Industries 199Executive Summary 200Video Use in High-Tech Organizations 201 Software Developer Uses IP Video to Increase Agility and Reduce Travel 201 Executives Use Video to Clarify Partnerships 202 Service Providers Use TelePresence to Improve Internal Communications and Provide New Service Offerings 205IP Video Enables New Business Models in the Real Estate and Hospitality Sectors 210 Luxury Hotels Create Competitive Advantage Through TelePresence 211 Casinos Use IP Video to Enable Growth 212IP Video Takes Sports and Entertainment to the Next Level 214 Sports Stadiums Are Transformed Using IP Video 217 Museums Enable New Experiences with IP Video 218 2008 Olympic Games Has Greater Coverage Through IP Video 219Cross-Industry Effort Uses TelePresence to Connect Families 222Summary 225End Notes 225 Part IV No More Walls 227 Chapter 14 Opportunities in the Era of Visual Networking 229Executive Summary 230Beyond Web 2.0: To Visual Networking 231Visual Networking at Work 232 Enabling E-Commerce Through Visual Networking 232 Connecting Live Through Visual Networking 233 Media Conferencing (Sharing) Through Visual Networking 234 E-Learning Through Visual Networking 235 Business Process Integration Through Visual Networking 236 Video Wikis 237 Advertising Through Visual Networking 237 Public Affairs and Government Relations Through Visual Networking 238 Games, Sports, and Virtual Environments 239 Live Feedback Through Visual Networking 240Summary 240 Chapter 15 Collaboration Like Never Before: To Make a Difference 241Executive Summary 242Business Benefits and Carbon Benefits 244 How Cisco Is Cutting Emissions 244Strategies for Making Organizations Emissions Savvy 247 Make Fewer Business Journeys 247 Decrease Commuting 248 Better Use of Office Space 249 Leveraging the Mobility Trend 250Carbon Conscious with Clinton Global Initiative 250 Beneficiaries of Connected Urban Development 251 How CUD Works 251 Progress So Far 252Summary 252End Notes 253 Part V Appendixes 255 Appendix A How Cisco Uses Streaming Video for Worldwide Corporate Events and Training 257Background 258Challenge 259Solution 260Videoconferencing 261IP Video Telephony 262Web Conferencing 263Live Broadcasting and Video on Demand 263 Production Studios and Broadcast Volume 267Results 267 Business Benefit for Cisco: Cisco ISO Company Audit 269 Benefit for Cisco: Emergency Process Implementation 270Lessons Learned 270Reference Documents 271Cisco.com Resources 272For More Information 273 Appendix B Cisco Visual Networking Index: Forecast and Methodology, 2007-2012 275Executive Summary 276Global IP Traffic Growth 2006-2011 278Consumer IP Traffic 2006-2012 279Consumer Internet Traffic 2006-2012 280Web, Email, and Data 283P2P 284Internet Gaming 285Voice over IP 287Video Communications 288Internet Video to PC 290Internet Video to TV 292Consumer Non-Internet IPTraffic 2006-2011 294Business IP Traffic 296Mobile Data and Internet Traffic 298Frequently Asked Questions 300For More Information 302 Index 303

About the Author

Felicia Brych is a Client Services Manager in the Cisco Rich Media Communications organization. Jennifer Baker is a Senior Marketing Manager of Video solutions in the Cisco Solutions Marketing Organization. She leads marketing efforts around solutions like TelePresence and Digital Media Management. Mike Mitchell is currently the Director of the Rich Media Communications team at Cisco. This team is responsible for connecting business processes with the proper communication tools. Nader Nanjiani co-authored "The Business Case for E-learning" from Cisco Press. He currently works as Marketing Manager for Unified IP Communications at Cisco.

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