Enterprise video is experiencing tremendous change in terms of adoption, traffic growth, business model evolution, and technology innovation. This short presentation describes key insights about the use of business video in U.S. enterprises gleaned from extensive research conducted by the Cisco Internet Business Solutions Group’s Research & Economics practice. The survey is part of the ongoing Horizons program, which combines multimodal research and analysis to identify business transformation opportunities fueled by technology innovation.

1. Cisco IBSG
Horizons
T
M
Enterprise Video
Insights from the
Cisco IBSG Horizons Study
September 2011
Cisco IBSG
Horizons
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

2. Cisco IBSG
Horizons
Cisco IBSG Horizons Program
 Ongoing program of research and analysis to examine
key technology innovations that will impact Cisco and
our customers over the next 24 months
 Initial areas of investigation include video,
collaboration, cloud, and mobile
 Focus on customer behavior and economics: adoption
patterns, use cases, drivers, inhibitors, perceived
benefits, delivery models
Source: Cisco IBSG Research & Economics Practice, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

3. Cisco IBSG
Horizons
Enterprise Video Horizons Study
479 20+
Executives Industries
Source: Cisco IBSG Research & Economics Practice, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›
3

4. Cisco IBSG
Horizons
Insight #1
Executive Video Is Already Mainstream
Watch one-way business video
76% at least weekly
Use two-way business video at
79% least weekly
Source: Cisco IBSG Research & Economics Practice, 2011 Base: Line-of-Business Executives (n=200)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›
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5. Cisco IBSG
Horizons
Insight #2
Business Video Is Growing
Will increase one-way video
71% use in next two years
Will increase two-
75% way use in next
two years
Source: Cisco IBSG Research & Economics Practice, 2011 Base: Line-of-Business Executives (n=200)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

6. Cisco IBSG
Horizons
Insight #3
Interoperability Is Paramount
#1 Feature for one-way video:
Ability to use any Internet-enabled device
#1 Feature for two-way video:
Ability to hold video calls with any party,
including customers, suppliers, and others
outside the company
Source: Cisco IBSG Research & Economics Practice, 2011 Base: Line-of-Business Executives (n=200)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

7. Cisco IBSG
Horizons
Insight #4
Employee-Created Video Is Thriving
62% Watch at least weekly
Comment, recommend,
93% forward, rate
Source: Cisco IBSG Research & Economics Practice, 2011 Base: Line-of-Business Executives (n=200)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

8. Cisco IBSG
Horizons
Insight #5
Network Limitations Inhibit Adoption
More video traffic would hurt
#1 Technical
Barrier delivery of other applications
#2 Technical
Barrier Security concerns
#3 Technical
Barrier
Inadequate QoS for video
Source: Cisco IBSG Research & Economics Practice, 2011 Base: IT Executives (n=279)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

9. Cisco IBSG
Horizons
For more information…
Download the study report:
http://www.cisco.com/web/about/ac79/re/re.html
Cisco IBSG
Horizons
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›

10. Cisco IBSG
Horizons
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group ‹#›