Cisco Digital Media System

For Retail

Višnja Milovanović, Systems Engineer

vmilovan@cisco.com

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
 Digital Signage Business Case—
Retail Customer Challenges
Difficulty
High Cost of
Reach Target
Targeting
Traditional
Customer at Marketing &
Marketing
Communications
Point-of Promotion
Purchase Messages
Testing

Reduce
Communication Enhance
Improve
Cost ofƒ Engages
Challenge ƒ Allows experience with
Customer
Traditionalcustomers
with Traditional Digital customization information
Experience
of &and
Signage content basedentertainment
Satisfaction
Mediaƒ Drive sales
through up-sell
Signage on store, time of
and cross-sell Model day, customer
demographics,
etc
ƒ Reduces printing
Provide ƒGenerate
Reduces
costs and paper
Consistent perceived
Revenue from wait
Waste
Corporate time
Advertising
Communication
ƒ Offers flexibility ƒ Provides
allowing content information to
Train Employees
to be updated the customer
instantly ƒ Creates a
better store
environment for
the customer
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
 Why Interactive Video Is Especially
Relevant

Yesterday A Person Remembers…

Tomorrow
ƒ Knowledge-based Economy ƒ Rich Media Society
ƒ Information is the critical ƒ The wisdom of
asset crowds prevails

ƒ Technology and the ƒ Uses all of our senses

Internet drove first waves ƒ Makes the Internet personal
70%
of productivity ƒ Aof20%
natural way 30% of What
What of What They See
They Hear They See and Hear
ƒ Enabled globalization to communicate

ƒ Connectivity was priority ƒ Accelerates

ƒ 30% of brain’s cortexdecision making
devoted to vision, 8% for
touch and 3% for hearing
ƒ Enables the human network
ƒ More than 60% of communication is non-verbal

ƒ 52% of video advertisements lead to a response

*Sources:
Human Productivity Lab 2006
Pearn Kandola:The Psychology of Effective Business Communications
in Geographically Dispersed Teams 2006
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
 Norsk Tipping
Real-Time Communications and Marketing
ƒ Official Norwegian lottery founded in 1949
ƒ Challenge: tremendous costs around paper
distribution to 4500 retail locations
ƒ Implemented Cisco Digital Signage across
all locations for more efficient:
Marketing and promotions to customers
Communication around results, odds

ƒ Benefits
Driving product up-sell/cross-sell
Eliminated paper waste
Faster customer communications
ROI analysis of sales

“With its flexibility and scalability, the Cisco Digital Media system is helping us
strengthen our brand, increase sales, make it more attractive for retailers to sell
our products, and maintain customer confidence.”
– Stein Onsrud, Technology Advisor, Norsk Tipping AS
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
 Norsk Tipping ROI Analysis
Without Digital With Digital
Signage Signage
Weekly Cost of Traditional,
$$$$ $
Paper-based Marketing
Estimates of “Lost” Marketing 60% 0%
Time to Deliver
5 Days Instant
Materials to Stores
Reliant on Local No Local Support
Onsite Support Required
Retailers Needed

Ability to Localize Content Instant Ability

None (Limited)
to Respond to Conditions to Respond

Ability to Track Results Exact Sales Data

None
of Marketing Correlated

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
 Stars Centre
Attracting Millions with Compelling Content
ƒ Stars Centre is part of the City Centre
shopping complex in Heliopolis, Egypt
ƒ Challenges
Needed a simple and flexible way to attract customers
Needed a new way to drive revenue from advertising
ƒ Implemented Cisco Digital Signage: About
500 DMPs across the mall to entertain and
attract customers
ƒ Benefits
Ability to display compelling content such as
advertisements, movies, Web pages, images, flash
animations, and live feeds that entertain and draw in
customers
Higher sales
Generate revenue from selling advertising space
ROI: conservative study estimated payback time < 2
years

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
 Media Market
Product Differentiation and Up-Sell in Retail
ƒ Europe’s largest retailer for consumer electronics;
part of Metro AG retailer
ƒ Challenges
Traditional marketing was costly and slow
Difficult balance between centrally-driven
marketing with local flexibility
Local stores cannot react quickly

ƒ Implemented Cisco Digital Signage, two to four

signs in several departments
Unique usage in entrance, electronics, appliance department
Goals are product up-sell and targeting of
local store selections
Cisco ACNS in stores for intelligent content distribution

ƒ Benefits
Content is a variation of Web campaign for
maximum marketing consistency
Solid ROI, measured by costs savings and increase in sales

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 88
 Coca-Cola Enterprises
Continuous Communications
ƒ CCE is the largest bottler, distributor, and
marketer of Coca-Cola products
ƒ Challenge
Fragmented communications at CCE

ƒ Implemented DMS to:

Scale the messaging of CEO John Brock’s
strategic announcements to employees
Deliver a live Webcast to 50,000 employees

ƒ Benefits: Ability to deliver CCE’s story,

vision, and strategy to key employees
worldwide

“What became so clear to us is that we had to engage, we had to

interface, and we had to communicate with employees all over the
world to make [our] strategic vision work.”
– John Brock, CEO, Coca-Cola Enterprises
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
 Cisco Digital Signage: Overview
A comprehensive solution for flexible and centralized
management and publishing of digital media to networked,
on-premise digital signage displays

Digital Media Manager

SA Encoders Digital Media

Players

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
 Cisco Digital Media Manager for Digital Signage
Centralized Digital Media Management and Publishing

ƒ Web-based media management

and publishing
ƒ Granular access control for roles such
as: designers, IT admins,
marketing/sales, regional vs. corporate
Sales and Marketing – create playlists,
scheduling and daypart
Content creators/designers – manage
assets, design screen layout and zones
IT admins – can configure, remotely
manage, group and run reports on
DMPs
Control physical properties of the display
via connected DMP Same Application for
Managing and Publishing
ƒ Integrates with Cisco ACNS and WAAS Cisco Desktop Video Content
for optimized WAN delivery
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
 DMP 4305G and 4400G
ƒ Digital signage: Full screen video or
screen zoning
ƒ Enterprise TV: remote controlled channel
and program guide
ƒ MPEG 1/2/4 in SD and HD, graphics, web
content, text and RSS tickers
ƒ Customizable on-screen templates
ƒ Remote management of display Advertisements/Marketing
(on/off, volume, contrast, brightness)
ƒ IP-network addressable and upgradeable
ƒ Security: Hardened
device
ƒ 2 GB Local storage, high
availability
and automatic failover Executive Communications
ƒ Small form factor: 7.5” x 5” x 1.5”
at 1lb.
ƒ Low power consumption
ƒ High reliability: 105,242 hours (12 years)

Enterprise TV

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
 DMM: Designer for Digital Signage

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
 Digital Media Designer Workflow
Step 1: Drag objects to be placed onto a
screen canvas.
Step 2: Define object as video, text, ticker, or
animation, etc.
Step 3: Apply styles, background images,
colors, etc.

Step 4: Define files that will play in each area

(individual files or playlists).

Step 5: Publish.

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
 The DMS-CD Advantage
ƒ DMS-CD is a framework, bringing intelligence and
bandwidth optimization for content distribution to DMP
flash and external USB drive

• Time-based download of playlists/presentations through the

scheduler
• Multiple playlists/presentations downloaded
• Support for Flash and USB external drive
• System-wide bandwidth limitation for each DMP download
• Differential download: no re-download of existing valid content,
but changes only
• No duplicate download of content
• Detailed reporting of success/failure of downloads
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
 DMS 5.1 – DMS + CIFS/WAAS
ƒ WAAS - optimize business applications + global video/media delivery
ƒ Desktop video – Supported with WAAS 4.1
ƒ Signage – With DMS 5.1
One CIFS mount only – all or no DMPs

CAMPUS REMOTE LOCATION

Digital Media
Manager
WAAS WAAS Cisco Video
Portal

WAN

Digital Signage
&
Enterprise TV

Cisco WAAS + Digital Media System =

Expanded Reach of Digital Media Deployments
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
 Digital Signage Technology Evolution

Yesterday: Today: Tomorrow:

High Operational Costs, High Reliability and Video Surveillance, RFID,
Low Flexibility Flexibility, Easy Deployment Cisco TelePresence, etc.
and Operations

Technology Evolution New Opportunities

Phase 1: Phase 2: Phase 3: Phase 4:

Standalone Networked Networked Media “Smart” Signage
PC-Based PC-Based Player-Based

Digital Signage Market

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
 Digital Media System on Cisco Expo in Serbia
Media Creation Media Mgmt Media Access Displays

Digital Media
Encoder 1000 Digital Media Manager
and Video Portal
Digital Media Player 4305 Informational Displays
VLC
.
.
.

Web Server
Digital Media RFID Displays with Personalized
Player 4305 Reader Content
Cisco Video Surveillance
Camera 2500 RFID Application and
Monitoring Service
Broj 23

Cisco Digital Onlinet Q Management

Media Player 4400 System and
RFID Database Information Kiosk

IP Network
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
Personalized content and integration with
RFID – SDD ITG

RFID Reader Cisco Digital

Media Player

SDD RFID Web Application

RFID Reader Cisco Digital

Media Player
SDD RFID Monitoring service

RFID Database
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
Onlinet Touch Screen Integration
Shop window solution

DMS ‐ DMM
Kiosk solution

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
 Converging Technologies

Nevotek Outlook Integration

Digital Media Manager

CMS

Content Servers

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
 Currency rates provided by OANDA.COM

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
 Manage Content Display from the IP
Phone

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
 Queuing Integration

Digital Media Manager

CMS

Content Servers

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
Cisco Desktop Video

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
 Cisco Desktop Video: Overview
Enables digital media creation, management, and access for
relevant, direct communications over the Web to users—
anywhere, anytime

Digital Media Manager

Digital Media
Encoder 1100

Video Portal

Digital Media
Encoder 2200

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
 Cisco Desktop Video Portal
Browse, Search and Access Digital Media

ƒ Customizable interface,
program guide and search
ƒ Personalized and featured playlists
ƒ Advanced player controls
Full screen, Fast Forward, Rewind
ƒ View synchronized slides
ƒ Submit questions
during live events
ƒ User restricted content access
based on Active Directory/LDAP
ƒ Supports major formats: Windows Customize the Look and Feel to
Media, Flash, H.264, QuickTime Reflect the Organization Brand
with the Digital Media Manager

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
 VOD Playback Controls
ƒ Added the
ability to move
forward and
backward within
a VOD for all
supported
formats
ƒ Slider interface
for visual or
time-based
selection

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
 Viewer Submits a Question

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
 Cisco Desktop Video Portal Reports
Real-Time Reporting to Measure Content Effectiveness

ƒ Web-based reporting
system
ƒ Reporting on who watched
what, when, and how often
ƒ Easily see content viewing
trends and click-throughs in
the Cisco Video Portal
Real-time reports and
traffic metrics

ƒ Based on administrative
rights

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
 Cisco Enterprise TV

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
 Cisco Enterprise TV: Overview
An interactive application enabling organizations to deliver
on-demand video and broadcast live TV channels over an
IP network to digital displays

Digital Media Manager

SA Encoders Digital Media

Players

Enterprise TV leverages the same hardware platform as Digital Signage

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
 Components of Cisco Enterprise TV

Digital Media Digital Media

Player Manager
Network as the Platform
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
 DMS 5.1: ETV IP Phone Control

ƒ Ability to control/interact with ETV application through

IP phone
ƒ The diagram below illustrates the architecture/flow

ƒ Digital Media Manager

ƒ Digital Media Player
ƒ Cisco CallManager or
CUCM
DMM / ETV
ƒ Cisco IP Phone 7970 Web App

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
 Enterprise TV Control through Cisco IP
Phone

ƒ Cisco 796X and 797X Phones

can support ETV Remote
service
Change channel
Navigate ETV Menu
Adjust volume

ƒ Web service for Mobile Phone

Mobile Phone browser access to
ETV remote controls
iPhone, Motorola Phones
supported
Use optional DMP ID to time out
access with remote phones
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35
 DMS 5.1: RS232 Built-in support for Cisco
LCD
ƒ Cisco Professional Series LCD were recently added to
the DMS product family
ƒ Version 5.1 of the Digital Signage Module has built-in
support for both screen models

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 36
Media Experience
Engine

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37
 The World is Changing
Preparing, leading, and supporting our customers

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 38
 Any Media, Anywhere, Any Device
Value Proposition
TelePresence
Digital
Physical
MediaSecurity
System

Media
Ready
Network

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 39
 Cisco Media Experience Engine 3000 New
Enabling Any to Any Media Transformation in the Network

Adapt any media Post Production

for any device

Media Experience Engine 3000

Building block for Media Ready Network

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 40
 MXE 3000
Features
ƒ 1RU appliance for offline digital media processing
ƒ Provide “one file source to many formats”, convert
digital signage/ETV media for desktop video, position
for enabling more endpoints on DMS, e.g. PDAs
ƒ Media “production” capabilities: video composition,
editing, watermarking, text and image overlays,
dynamic streaming tickers
ƒ Media pre-processing: Color, noise reduction, & aspect
ratio adjustments; video editing including clipping,
cropping, and stitching

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 41
 Supported Formats FCS
Q1FY09

Signage Graphics
Web / Mobile

• Input • Dynamic graphics

• Input Quicktime, MPEG-1, updates occur during
Quicktime, MPEG-1, transcoding
MPEG-2, AVI,
MPEG-2, AVI, • Supports multiple
Windows Media, VC-1,
Windows Media, VC-1, simultaneous
H.264
H.264 transcoding sessions
• Output • Output
MPEG-2 transport with customized
H.264, Flash 8 On2 graphics
streams (SD and HD),
VP6, Windows Media, • Overlays graphics on all
MPEG-4/H.264
3GPP, Quicktime, output formats
transport (SD and HD)
Real, MP3, WAV • Flash 8 Pro template
streams, AC-3 Audio,
• Additional features Layer II Audio, authoring
API & Job Manager Windows Media Proxy, • Web Services and XML
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved.
MPEG 1, MPEG 2
Cisco Confidential API interfaces 42
MXE Graphics – Flow for Dynamic Data Updates 2. Source video is
created and sent to the
MXE

1. An Event Manager
template has been set up
to allow for up to X number
of stock quotes, as well as
the tickers, to run in
specific intervals at specific
speeds to be shown in the
final processed video

3. The MXE job profile

runs and starts
processing the video
and runs the Flash
engine.

NASDAQ:
PC CSCO - $24.12

MXE 3000
7. The final video is output with the dynamic
overlays on it.

6. The Flash engine gets its dynamic data and

embeds it as an overlay as part of the running MXE
video processing job

4. The Flash engine calls the

XML file for the number of
stock quotes and how many 5. The Flash engine then calls
should be displayed on screen the RSS XML to get the latest
stock quotes and prices

43
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 43
 Cisco Digital Media
System

Summary

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 44
 DMS: Extensive Product Portfolio!

Digital Media Manager

Digital Media For Desktop Video, Digital
Signage & Enterprise TV
Encoder 1100
For Desktop Video

Video Portal
New For Desktop Video
New

Digital Media
Encoder 2200 New New
For Desktop Video Model Cisco Displays for
Enterprise TV

Media Experience
Engine Digital Media Players
New
For Any Media to
SA Encoders Any Device
Cisco Displays for
For Digital Signage & Digital Signage
Enterprise TV

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 45
 Business Video Collaboration Vision

AD INSERTION TRANSRATE MULTICAST

PROTECT
TRANSCODE ENHANCE
COMPRESS
STREAM QOS TRANSLATE
ENCRYPT
NETWORK AS THE PLATFORM

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 46
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 47
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 48
 Stars Centre
Attracting Millions with Compelling Content
ƒ Stars Centre is part of the City Centre
shopping complex in Heliopolis, Egypt
ƒ Challenges
Needed a simple and flexible way to attract customers
Needed a new way to drive revenue from advertising
ƒ Implemented Cisco Digital Signage: About
500 DMPs across the mall to entertain and
attract customers
ƒ Benefits
Ability to display compelling content such as
advertisements, movies, Web pages, images, flash
animations, and live feeds that entertain and draw in
customers
Higher sales
Generate revenue from selling advertising space
ROI: conservative study estimated payback time < 2
years

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 49
 Media Market
Product Differentiation and Up-Sell in Retail
ƒ Europe’s largest retailer for consumer electronics;
part of Metro AG retailer
ƒ Challenges
Traditional marketing was costly and slow
Difficult balance between centrally-driven
marketing with local flexibility
Local stores cannot react quickly

ƒ Implemented Cisco Digital Signage, two to four

signs in several departments
Unique usage in entrance, electronics, appliance department
Goals are product up-sell and targeting of
local store selections
Cisco ACNS in stores for intelligent content distribution

ƒ Benefits
Content is a variation of Web campaign for
maximum marketing consistency
Solid ROI, measured by costs savings and increase in sales

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 50
50
 Brunel University
Competitive Edge Offering On-Demand Lectures
ƒ Located in the UK
ƒ Challenges
High growth has caused Brunel to
reach their capacity
Obtain a competitive edge and attract students
ƒ Implemented DMS for desktop video to:
Deliver lectures in overflow halls
Lectures on-demand for students
ƒ Benefits
Students are increasingly expecting to access
content anytime, anywhere; DMS allows Brunel to
meet the needs of the students

“Cisco Digital Media System is the scalable, sizable platform we’ve been looking for.
It’s spooky how the requirement can build and Cisco meets it. I think it’s really cool,
and when I first saw it thought it cannot be that nice and simple, but it is.”
– Simon Furber, Network Manager, Brunel University
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 51
 TODAY’S WARSAW VIENNA BUDAPEST
#32 inline WEATHER SUNNY AND 20°C RAIN AND 17°C CLOUDY AND 29°C
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 52
 TODAY’S WARSAW BUDAPEST
WEATHER SUNNY AND 20°C CLOUDY AND 29°C
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 53