Medianet Reference Guide - Cisco

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Drivers for QoS Design Evolution Chapter 4 Medianet QoS Design Considerations The Phenomena of Social Networking Social networking started as a consumer phenomenon, with people producing and sharing rich media communications such as blogs, photos, and videos. When considering the effect it may have on corporate networks, some IT analysts believed social networking would remain a consumer trend, while others believed the appearance in corporate networks was inevitable. Skeptics look at social networking sites like YouTube, MySpace, and others and see them as fads primarily for the younger population. However, looking beyond the sites themselves, it is important to understand the new forms of communication and information sharing they are enabling. For example, with consumer social networking, typically people are sharing information about themselves, about subjects they have experience in, and interact with others in real-time who have similar interests. In the workplace, we already see parallel activities, because the same types of communication and information sharing are just as effective. The corporate directory used to consist of employee names, titles, and phone numbers. Companies embracing social networking are adding to that skillsets and experience, URL links to shared work spaces, blogs, and other useful information. The result is a more productive and effective workforce that can adapt and find the skillsets and people needed to accomplish dynamic projects. Similarly, in the past information was primarily shared via text documents, E-mail, and slide sets. Increasingly, we see employees filming short videos to share best practices with colleagues, provide updates to peers and reports, and provide visibility into projects and initiatives. Why have social networking trends zeroed in on video as the predominant communication medium? Simple: video is the most effective medium. People can show or demonstrate concepts much more effectively and easily using video than any other medium. Just as a progression occurred from voice exchange to text, to graphics, and to animated slides, video will start to supplant those forms of communications. Think about the time it would take to create a good set of slides describing how to set up or configure a product. Now how much easier would it be just to film someone actually doing it? That’s just one of many examples where video is supplanting traditional communication formats. Internally, Cisco has witnessed the cross-over of such social networking applications into the workplace, with applications like Cisco Vision (C-Vision). C-Vision started as an ad hoc service by several employees, providing a central location for employees to share all forms of media with one another, including audio and video clips. Cisco employees share information on projects, new products, competitive practices, and many other subjects. The service was used by so many employees that Cisco’s IT department had to assume ownership and subsequently scaled the service globally within Cisco. The result is a service where employees can become more effective and productive, quickly tapping into each other’s experiences and know-how, all through the effectiveness and simplicity of media. The Emergence of Bottom-Up Media Applications As demonstrated in the C-Vision example, closely related to the social-networking aspect of media applications is the trend of users driving certain types of media application deployments within the enterprise from the bottom-up (in other words, the user base either demands or just begins to use a given media application with or without formal management or IT support). Bottom-up deployment patterns have been noted for many Web 2.0 and multimedia collaboration applications. In contrast, company-sponsored video applications are pushed from the top-down (in other words, the management team decides and formally directs the IT department to support a given media application for their user base). Such top-down media applications may include Cisco TelePresence, digital signage, video surveillance, and live broadcast video meetings. 4-6 Medianet Reference Guide OL-22201-01
Chapter 4 Medianet QoS Design Considerations Drivers for QoS Design Evolution The combination of top-down and bottom-up media application proliferation places a heavy burden on the IT department as it struggles to cope with officially-supported and officially-unsupported, yet highly proliferated, media applications. The Convergence Within Media Applications Much like the integration of rich text and graphics into documentation, audio and video media continue to be integrated into many forms of communication. Sharing of information with E-mailed slide sets will gradually be replaced with E-mailed video clips. The audio conference bridge will be supplanted with the video-enabled conference bridge. Collaboration tools designed to link together distributed employees will increasingly integrate desktop video to bring teams closer together. Cisco WebEx is a prime example of such integration, providing text, audio, instant messaging, application sharing, and desktop video conferencing easily to all meeting participates, regardless of their location. Instead of a cumbersome setup of a video conference call, applications such as CUPC and WebEx greatly simplify the process and video capability is added to the conference just as easily as any other type of media, such as audio. The complexity that application presents to the network administrator relates to application classification: as media applications include voice, video, and data sub-components, the question of how to mark and provision a given media application becomes more difficult and blurry, as illustrated in Figure 4-3. Figure 4-3 Media Application Convergence—Voice, Video, and Data Within an Application Data Convergence Media Explosion Collaborative Media Video Voice • Interactive Video • Streaming Video • IP Telephony Unmanaged Applications Video Voice • Internet Streaming • Internet VoIP • YouTube • MySpace • Other • Desktop Streaming Video • Desktop Broadcast Video • Digital Signage • IP Video Surveillance • Desktop Video Conferencing • HD Video • IP Telephony • HD Audio • SoftPhone • Other VoIP Ad-Hoc App TelePresence Data Apps • App Sharing • Web/Internet • Messaging • Email Data Apps • App Sharing • Web/Internet • Messaging • Email Data Apps • App Sharing • Web/Internet • Messaging • Email WebEx 224515 For example, since Cisco WebEx has voice, video, and data sub-components, how should it be classified? As a voice application? As a video application? As a data application? Or is an altogether new application-class model needed to accommodate multimedia applications? OL-22201-01 Medianet Reference Guide 4-7
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