1 © 2002, Cisco Systems, Inc. All rights reserved. A. Clemm; MMNS 02 panel Is the Internet ready...

1© 2002, Cisco Systems, Inc. All rights reserved.A. Clemm; MMNS 02 panel

Is the Internet ready for Multimedia?

Alexander ClemmCisco Systems

[email protected]

MMNS 2002 PanelOctober 8, 2002

A. Clemm; MMNS 02 panel © 2002, Cisco Systems, Inc. All rights reserved. 222

Is the Internet ready for multimedia?

• Internet“The” InternetInternet technology focus here

• MultimediaMediaMultiple (concurrent) media

(a.k.a. convergent networks)Multimedia

Several communications media (voice, video, text, graphics)

At least one discrete, one continuousInteractivity, non-linearity


Is the Internet ready for multimedia?

“Are you ready?”

Technology ready“Does it work”

Deployment ready“Does it REALLY work?”

Operations ready“Can you run it?”

Business ready“Can you make money with it?”


Media

• Text, graphics, “data”

• Voice (&fax)

• Video


Media - text, graphics

• Technology ready:

• Deployment ready: WWW

• Business ready: e-business, .com, file sharing

• Operations ready: ISPs, IDCs


Media - voice

• Technology ready: Great strides in control and signaling

H.323, SIP, Megaco/MGCPDSP technologyQoS, RTP, bandwidth allocation, diffserv, etc.

• Deployment ready: Many IP phones, many VoIP ports shippedMany VoIP/PSTN gateways shippedGetting there: Unified Messaging


Media – voice / business readiness

• Traditional telephony business models

• Areas for further workMore creative new services, business models

Voice and data–You’ve got mail–Unified messaging

Voice and Multimedia–E-learning–E-gaming

Managed services: Accounting of management operations

• Other Internet radio


Media – voice / operations readiness

• IP PBXWell understood, nothing really new

• Managed servicesStill newAspects to think about

“Shared” management Security, AccountingHow to define an SLACNM; linking of Web portals and OSS, CRM

• Class 4/5, PSTN replacementWell understoodTrick is how to deal with distribution

Virtual switches, zones, dial plan management…


Media – voice / operations readiness

• Areas for improvementManaged services

Aspects such as SLAs, management accounting beyond the service itself

Management standardizationStandard technology MIBsStandard service-level management; examples:

–Standard dial plan management

–Standard zone management

Improved manageabilityEnhancing control + self-management capabilitiesControllers as management proxies


Managed as network (complex)

Con-troller

Agent

Mgtsystem

GW

Agent

GW

Agent

GW

Agent

Managed as system (simple)

Internal mgt. comm.

Con-troller

Agent

GW

GW

GW

Mgtsystem

Simplifying management operationsControllers acting as mgt proxies

• Controller to act as management proxy

• Conceptually more centralized model

• Less synchronization, coordination, scale issues


Media - video

• Technology readyMPEG-2, MPEG-4High-speed routing, data transmission

• Deployment readyDigital cameras, camcordersETTx Areas for improvement:

UsabilityAccounting modelsBandwidth


Media - video

• Business readyTraditional business models

Video distribution – residentialVideo distribution – broadcast networks

Video conferencing, video PBXAs simple as calling via telephoneMight accelerate network convergence / multimedia over Internet

Video e-mailDigital TIVO-type services


Media – video / operations readiness

• Much is well understood

• Areas for improvement:SLAsManagement standardization

Technology MIBsStandard service-level management

Improved manageabilityEnhancing control + self-management capabilitiesControllers as management proxies

Video content managementIndexing, distribution


Multiple media– a.k.a. “converged networks”

• Technology readyIP as “network of networks”

• Deployment readyConverged networksCritical items:

Resource contentionResource allocation schemesService interaction

• Business readyAll the goodness of individual media, PLUS:One network vs. multiple networks

Major value proposition and selling point!Service Bundles– greater marketing flexibilityUpsell capabilities – same network, new revenue sources


Multiple / operations readiness

• Simplified operationsOne network vs. multiple networks

• Areas for improvement:Definition of cross-service SLAsService guarantees, oversubscription,

trading off between servicesCreation of new services (or service bundles)


Multiple / operations readiness

• Areas for improvement (continued):Isolation of services for management purposes –

dealing with service interactionAddress as part of configuration management + provisioningResources must be claimed for the services that are provisioned over themRequires management resource allocation schemes, enforcement schemesRecognizing service feature interaction

Modularity of service management offeringsIntegration of individual service managersModularity of monolithic applications

Management standardization


Multimedia

• QuestionsBusiness models

E-LearningGaming?

SLA definitionMultimedia-QoS (QoS beyond jitter, delay, throughput)Accounting

Duration basedFlat rateWhat is a “call”

Management standardization


So, is the Internet ready for multimedia?

It dependsMany pieces are there

At least ready to get started

1 © 2002, Cisco Systems, Inc. All rights reserved. A. Clemm; MMNS 02 panel Is the Internet ready...

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