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MEDIA
         PAST, PRESENT, FUTURE
         How to Leverage Top Technology Trends
         Revolutionizing Business!



                          Carlos Dominguez
                          Cisco Systems
                          Senior Vice President
                          Office of the Chairman and CEO

                          TECH-NOWIST

Friday, October 8, 2010
“Tech-Nowist”

        Someone Who Embraces Change,
        Understands What Technology Is
         Available, Experiments With It,
          Learns From the Experiments
        & Leverages It For A Competitive
                   Advantage




Friday, October 8, 2010
Goals Today




                   out Ou r World
        Exci ted Ab
                 race C hange
            Emb
                Take Action



                                                Have Fun
                          © 2006 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   3
Friday, October 8, 2010
Movable Type / Printing Press              Telegraph & Telephone




                                     THE INTERNET


                                                   Recorded Media
                                                Photographs, Records,
                    Television & Radio             Motion Pictures
                                                                        *Clay Shirkey NYU


      500 Years                 200 Years     150 Years         100 Years
Friday, October 8, 2010
Revolutions
      in Media
                          Innovations That Changed The World



                                       INTERNET
                                      ‣ Single Transport Infrastructure for All Media
                                      ‣ Inexpensive to Participate / Contribute
                                      ‣ Power to the People
                                      ‣ Consumer Transition to Creators




Friday, October 8, 2010
OUR NEW WORLD
                          POWER TO THE PEOPLE




                              EVERYONE
                                HAS A
                                VOICE
Friday, October 8, 2010
Friday, October 8, 2010
Friday, October 8, 2010
Friday, October 8, 2010
9 Out of 10 Top URL’s Were Earthquake Related




Friday, October 8, 2010
Friday, October 8, 2010
Friday, October 8, 2010
Friday, October 8, 2010
The Power of Social Media
   The first image of the US Airways jet that crashed landed
   in the Hudson River January 2009 was broadcast by a
   non-journalist using his iphone and Twitter.




                          Janis Krums was a passenger on a
                          passing ferry when he snapped this
                          picture and wrote on Twitter:

    There’s a plane in the Hudson. I’m on the
    ferry going to pick the people up. Crazy




     He later won a Pulitzer prize for his photo.

Friday, October 8, 2010
Crisis Communications
                           Has Forever Changed




Friday, October 8, 2010
The Age of Participation and Contribution
     The 1990’s Internet Era
            Contributing Communities                                                      Virtual Communities




                    Connecting People                                                 Common Interest


                                                                    The Human Network Effect
                  © 2006 Cisco Systems, Inc. All rights reserved.

Friday, October 8, 2010
The Age of Participation and Contribution
     The 1990’s Internet Era
            Contributing Communities                                                      Virtual Communities




                                  Largest Increase in
                                Expressive Capability in
                                    Human History
                    Connecting People                                                 Common Interest


                                                                    The Human Network Effect
                  © 2006 Cisco Systems, Inc. All rights reserved.

Friday, October 8, 2010
Personal Video (User Generated)




Friday, October 8, 2010
TYPES
                          The Contribution Revolution
                           Letting Volunteers Build Your Business




           Opinions & Ratings:     Expertise:        Software Code:    Creative Expression:
                 Zagats            Wikipedia         Firefox & Linux     YouTube, Flickr




 Social Connections:         Specialized           Design &             Capital           Goods:
 Facebook, Myspace          Connections:        Developments:          Resource:           eBay
                            Massify (Film)      Threadless, Ryz         Skype




Friday, October 8, 2010
Cisco
    I-Prize
   Global competition to gather ideas outside Cisco for the next new lines of business


     800 ideas                                  Finalists
     3,000 participants                         ‣ Bulgaria Car traffic jam avoidance
     156 countries                              ‣ Sweden, Congo & France Mydoctor
     $250,000 prize money                       ‣ Australia Pesonal medical data tag
                                                ‣ Slovenia Smart water grid
     Collects data about users through          ‣ Mexico Life account
     devices that capture information both
     from the users’ activities in the
                                                ‣ U.S., India, Philippines Uknow Cisco
     physical and virtual world.                ‣ Pakistan & Finland Pay 2.0: The next gen
                                                  cashless solution to pay and get paid
     Data then aggregated to generate a
     virtual profile that understands habits    ‣ Uruguay Soccer 3.1
     and behavior patterns to blend the         ‣ England Gestural haptic interface space
     physical and virtual world for the user.


Friday, October 8, 2010
Cisco
    I-Prize
   Global competition to gather ideas outside Cisco for the next new lines of business


     800 ideas                                  Mexico
     3,000 participants
     156 countries
     $250,000 prize money

     Collects data about users through
     devices that capture information both
     from the users’ activities in the
     physical and virtual world.
     Data then aggregated to generate a
     virtual profile that understands habits
     and behavior patterns to blend the
     physical and virtual world for the user.


Friday, October 8, 2010
Cisco
    I-Prize
   Global competition to gather ideas outside Cisco for the next new lines of business


     800 ideas


                                                “
     3,000 participants
                                                A lot of people’s hair stands on end
     156 countries                              inside some big companies because
     $250,000 prize money                       they immediately think of intellectual
                                                property leakage. It’s a different way
     Collects data about users through          of thinking about innovation: closed,
     devices that capture information both      locked down behind corporate walls,
     from the users’ activities in the          vs. ‘Let’s open it up to anyone with a

                                                           ”
     physical and virtual world.                great idea.’
     Data then aggregated to generate a
                                                                           Marthin DeBeer
     virtual profile that understands habits                       Cisco SVP, oversees iprize
     and behavior patterns to blend the                        BusinessWeek, Sept. 5th, 2010
     physical and virtual world for the user.


Friday, October 8, 2010
34.5 hours
 Time an average American spends
 watching television per week
  Source: Nielson




   “       In the 20th century, the bulk of that time was spent watching
           television, but our cognitive surplus is so enormous that diverting
           even a tiny fraction of time from consumption to participation
           can create enormous positive effects.

              Clay Shirky
                                                                                ”
              Wall Street Journal
              Does the Internet Make You Smarter?
              Amid the silly videos and spam are the roots of a new reading and writing culture.




Friday, October 8, 2010
Big Idea
    Wikipedia took the idea of peer review and applied it to volunteers on
    a global scale, becoming the most important English reference work
    in less than 10 years.


       Cumulative time devoted to creating
       Wikipedia?


       100 million hours of human thought.


       Equal to what Americans spend every
       weekend just watching ads.
Friday, October 8, 2010
Simple Experiment




 Fact
    14139_09_2007
                                                            Change is Easy Intellectually...
                                                            But Very Hard Emotionally
                          © 2006 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   25
Friday, October 8, 2010
COMPANY
                                                   What Is the Average Lifespan of a
                                                   Fortune 500 Company?

                                                                                 A.25 Years
                                                                                 B.40 Years
                                                                                 C.60 Years
                                                                                 D.75 Years
                                                                                 E.100 Years



          © 2009 Cisco Systems, Inc. All rights reserved.   Cisco Confidential
                                                                                 *The Living Company, de Geus, 1997   26
Friday, October 8, 2010
EXAMPLES




Friday, October 8, 2010
Over The Next Few Years
                           Our Primary Mode of
                             Communications
                               Will Be VIDEO!
                          My Prediction
Friday, October 8, 2010
IMPORTANCE
                                                                            OF VISUAL
                                INTERACTION
                      30%
                    DEVOTED
                     VISION
    14184_11_2007         © 2006 Cisco Systems, Inc. All rights reserved.    Cisco Confidential   29
Friday, October 8, 2010
IMPORTANCE
                                                                            OF VISUAL
                                INTERACTION
                       8%
                    DEVOTED
                     TOUCH
    14184_11_2007         © 2006 Cisco Systems, Inc. All rights reserved.    Cisco Confidential   30
Friday, October 8, 2010
IMPORTANCE
                                                                            OF VISUAL
                                INTERACTION
                      3%
                    DEVOTED
                    HEARING
    14184_11_2007         © 2006 Cisco Systems, Inc. All rights reserved.    Cisco Confidential   31
Friday, October 8, 2010
Friday, October 8, 2010
EXPERIENCE
  IMMERSIVE                            AMAZING
                          LIFELIKE AUDIO   EASY
Friday, October 8, 2010
Friday, October 8, 2010
Virtual Presenter




    14184_11_2007         © 2006 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   35
Friday, October 8, 2010
JUST LIKE BEING THERE
                 TRANSPORTING BITS.... NOT MATTER




Friday, October 8, 2010
Barry O’Sullivan
      SVP, Cisco Systems                Galway
      Unified Communications
      Leads global team of
      1,800 people

      Galway:
      5th largest and fastest growing
      city in Ireland                            Dublin
      78,000 people
      Numerous festivals and
      celebrations
      2007 - One of the world’s
      sexiest cities - MSN Travel




Friday, October 8, 2010
Friday, October 8, 2010
‣ Leads a team of 1,800 people in Ireland, San Jose Texas and India
          ‣ Works over TelePresence and video IP phones from home
              During Pacific Time hours

          ‣ Everyone on his team are early adopters of technology. Barry
            prefers that all meetings be over video




                                               Galway, Ireland
                                             Galway, Ireland


          San Jose, CA

                           Richardson, TX

                                                                    India
                             Houston, TX




Friday, October 8, 2010
Movable Type / Printing Press              Telegraph & Telephone




                                     THE INTERNET


                                                   Recorded Media
                                                Photographs, Records,
                    Television & Radio             Motion Pictures
                                                                        *Clay Shirkey NYU


      500 Years                 200 Years     150 Years         100 Years
Friday, October 8, 2010
WHAT’S
                          NEXT?
Friday, October 8, 2010
Video @ Home




Friday, October 8, 2010
Human Need… Technology Limitations




Friday, October 8, 2010
THE CHALLENGE… NO TWO HOMES ARE ALIKE




Friday, October 8, 2010
Friday, October 8, 2010
Friday, October 8, 2010
A New Way to Be Together




                     FAMILY AND FRIENDS   HEALTHCARE   EDUCATION




         Touch of a button… Sights and sounds so clear and lifelike


Friday, October 8, 2010
Be With More People in More Places




                                         video
                                         chat

Friday, October 8, 2010
Express Yourself




Friday, October 8, 2010
Friday, October 8, 2010
Carlos Dominguez
                          carlosdominguez.cisco.com
                          carlosd@cisco.com
                          http://twitter.com/carlosdominguez
                          Facebook: carlosdominguez




Friday, October 8, 2010

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GA Tech FutureMedia Fest

  • 1. MEDIA PAST, PRESENT, FUTURE How to Leverage Top Technology Trends Revolutionizing Business! Carlos Dominguez Cisco Systems Senior Vice President Office of the Chairman and CEO TECH-NOWIST Friday, October 8, 2010
  • 2. “Tech-Nowist” Someone Who Embraces Change, Understands What Technology Is Available, Experiments With It, Learns From the Experiments & Leverages It For A Competitive Advantage Friday, October 8, 2010
  • 3. Goals Today out Ou r World Exci ted Ab race C hange Emb Take Action Have Fun © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3 Friday, October 8, 2010
  • 4. Movable Type / Printing Press Telegraph & Telephone THE INTERNET Recorded Media Photographs, Records, Television & Radio Motion Pictures *Clay Shirkey NYU 500 Years 200 Years 150 Years 100 Years Friday, October 8, 2010
  • 5. Revolutions in Media Innovations That Changed The World INTERNET ‣ Single Transport Infrastructure for All Media ‣ Inexpensive to Participate / Contribute ‣ Power to the People ‣ Consumer Transition to Creators Friday, October 8, 2010
  • 6. OUR NEW WORLD POWER TO THE PEOPLE EVERYONE HAS A VOICE Friday, October 8, 2010
  • 10. 9 Out of 10 Top URL’s Were Earthquake Related Friday, October 8, 2010
  • 14. The Power of Social Media The first image of the US Airways jet that crashed landed in the Hudson River January 2009 was broadcast by a non-journalist using his iphone and Twitter. Janis Krums was a passenger on a passing ferry when he snapped this picture and wrote on Twitter: There’s a plane in the Hudson. I’m on the ferry going to pick the people up. Crazy He later won a Pulitzer prize for his photo. Friday, October 8, 2010
  • 15. Crisis Communications Has Forever Changed Friday, October 8, 2010
  • 16. The Age of Participation and Contribution The 1990’s Internet Era Contributing Communities Virtual Communities Connecting People Common Interest The Human Network Effect © 2006 Cisco Systems, Inc. All rights reserved. Friday, October 8, 2010
  • 17. The Age of Participation and Contribution The 1990’s Internet Era Contributing Communities Virtual Communities Largest Increase in Expressive Capability in Human History Connecting People Common Interest The Human Network Effect © 2006 Cisco Systems, Inc. All rights reserved. Friday, October 8, 2010
  • 18. Personal Video (User Generated) Friday, October 8, 2010
  • 19. TYPES The Contribution Revolution Letting Volunteers Build Your Business Opinions & Ratings: Expertise: Software Code: Creative Expression: Zagats Wikipedia Firefox & Linux YouTube, Flickr Social Connections: Specialized Design & Capital Goods: Facebook, Myspace Connections: Developments: Resource: eBay Massify (Film) Threadless, Ryz Skype Friday, October 8, 2010
  • 20. Cisco I-Prize Global competition to gather ideas outside Cisco for the next new lines of business 800 ideas Finalists 3,000 participants ‣ Bulgaria Car traffic jam avoidance 156 countries ‣ Sweden, Congo & France Mydoctor $250,000 prize money ‣ Australia Pesonal medical data tag ‣ Slovenia Smart water grid Collects data about users through ‣ Mexico Life account devices that capture information both from the users’ activities in the ‣ U.S., India, Philippines Uknow Cisco physical and virtual world. ‣ Pakistan & Finland Pay 2.0: The next gen cashless solution to pay and get paid Data then aggregated to generate a virtual profile that understands habits ‣ Uruguay Soccer 3.1 and behavior patterns to blend the ‣ England Gestural haptic interface space physical and virtual world for the user. Friday, October 8, 2010
  • 21. Cisco I-Prize Global competition to gather ideas outside Cisco for the next new lines of business 800 ideas Mexico 3,000 participants 156 countries $250,000 prize money Collects data about users through devices that capture information both from the users’ activities in the physical and virtual world. Data then aggregated to generate a virtual profile that understands habits and behavior patterns to blend the physical and virtual world for the user. Friday, October 8, 2010
  • 22. Cisco I-Prize Global competition to gather ideas outside Cisco for the next new lines of business 800 ideas “ 3,000 participants A lot of people’s hair stands on end 156 countries inside some big companies because $250,000 prize money they immediately think of intellectual property leakage. It’s a different way Collects data about users through of thinking about innovation: closed, devices that capture information both locked down behind corporate walls, from the users’ activities in the vs. ‘Let’s open it up to anyone with a ” physical and virtual world. great idea.’ Data then aggregated to generate a Marthin DeBeer virtual profile that understands habits Cisco SVP, oversees iprize and behavior patterns to blend the BusinessWeek, Sept. 5th, 2010 physical and virtual world for the user. Friday, October 8, 2010
  • 23. 34.5 hours Time an average American spends watching television per week Source: Nielson “ In the 20th century, the bulk of that time was spent watching television, but our cognitive surplus is so enormous that diverting even a tiny fraction of time from consumption to participation can create enormous positive effects. Clay Shirky ” Wall Street Journal Does the Internet Make You Smarter? Amid the silly videos and spam are the roots of a new reading and writing culture. Friday, October 8, 2010
  • 24. Big Idea Wikipedia took the idea of peer review and applied it to volunteers on a global scale, becoming the most important English reference work in less than 10 years. Cumulative time devoted to creating Wikipedia? 100 million hours of human thought. Equal to what Americans spend every weekend just watching ads. Friday, October 8, 2010
  • 25. Simple Experiment Fact 14139_09_2007 Change is Easy Intellectually... But Very Hard Emotionally © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25 Friday, October 8, 2010
  • 26. COMPANY What Is the Average Lifespan of a Fortune 500 Company? A.25 Years B.40 Years C.60 Years D.75 Years E.100 Years © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential *The Living Company, de Geus, 1997 26 Friday, October 8, 2010
  • 28. Over The Next Few Years Our Primary Mode of Communications Will Be VIDEO! My Prediction Friday, October 8, 2010
  • 29. IMPORTANCE OF VISUAL INTERACTION 30% DEVOTED VISION 14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29 Friday, October 8, 2010
  • 30. IMPORTANCE OF VISUAL INTERACTION 8% DEVOTED TOUCH 14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30 Friday, October 8, 2010
  • 31. IMPORTANCE OF VISUAL INTERACTION 3% DEVOTED HEARING 14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31 Friday, October 8, 2010
  • 33. EXPERIENCE IMMERSIVE AMAZING LIFELIKE AUDIO EASY Friday, October 8, 2010
  • 35. Virtual Presenter 14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35 Friday, October 8, 2010
  • 36. JUST LIKE BEING THERE TRANSPORTING BITS.... NOT MATTER Friday, October 8, 2010
  • 37. Barry O’Sullivan SVP, Cisco Systems Galway Unified Communications Leads global team of 1,800 people Galway: 5th largest and fastest growing city in Ireland Dublin 78,000 people Numerous festivals and celebrations 2007 - One of the world’s sexiest cities - MSN Travel Friday, October 8, 2010
  • 39. ‣ Leads a team of 1,800 people in Ireland, San Jose Texas and India ‣ Works over TelePresence and video IP phones from home During Pacific Time hours ‣ Everyone on his team are early adopters of technology. Barry prefers that all meetings be over video Galway, Ireland Galway, Ireland San Jose, CA Richardson, TX India Houston, TX Friday, October 8, 2010
  • 40. Movable Type / Printing Press Telegraph & Telephone THE INTERNET Recorded Media Photographs, Records, Television & Radio Motion Pictures *Clay Shirkey NYU 500 Years 200 Years 150 Years 100 Years Friday, October 8, 2010
  • 41. WHAT’S NEXT? Friday, October 8, 2010
  • 42. Video @ Home Friday, October 8, 2010
  • 43. Human Need… Technology Limitations Friday, October 8, 2010
  • 44. THE CHALLENGE… NO TWO HOMES ARE ALIKE Friday, October 8, 2010
  • 47. A New Way to Be Together FAMILY AND FRIENDS HEALTHCARE EDUCATION Touch of a button… Sights and sounds so clear and lifelike Friday, October 8, 2010
  • 48. Be With More People in More Places video chat Friday, October 8, 2010
  • 51. Carlos Dominguez carlosdominguez.cisco.com carlosd@cisco.com http://twitter.com/carlosdominguez Facebook: carlosdominguez Friday, October 8, 2010