Cisco Digital Media

System (DMS)
A better way of communicating

Eng. Hama Alio

Consulting Systems Engineer (DMS – Business Unit)
Cisco Systems – Middle East & Africa

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
 Agenda
 Introduction
 DMS Components
 Digital Signage
 Video Portal
 Enterprise TV
 Leverage DMS with Cisco WAAS
 Multimedia Experience Engine (MXE-3000)
 Unified Communications & RFID Integration
 Q&A

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
 Introduction

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
 What our customers want

 To communicate, market, and learn

more effectively through the use of
digital media
 To reach globally dispersed
audiences and users at their
desktops
 Ease of content management
 An end-to-end solution in video and
digital media

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
 Digital Media Player Content Options

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 Digital Media Benefits
Application Video Initiatives
Corporate  CEO wants to deliver message to every employee
Communication  Broadcast & Record events to employees
 Banks want to deploy video training for operating
efficiencies
 HR needs to train the employees on a new regulation or
service
E-Learning
 Financial Institutions need to deliver recorded video
conferences to remote branches
 Multi-media Education in the class room

Delivers video advertising and promotional content to

branches

Digital Signage Advertising videos promoting new services to customer

Corporate communications for company events, disaster
response, and executive communications.

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
 Digital Media System:
Across the Network
Media Media Media Delivery Media
Capture/Creation Management and Distribution Access
Content Author Multicast-Enabled Cisco Video Portal
Cisco Digital Media
Encoders for Desktop Video WAN: Satellite

Corporate Offices,
At-Home Desktop Users

Cisco Digital Media Players

Third-Party Content Provider/ Cisco
Creative Agency NM-VSAT for
the ISR

Cisco Digital Media On-Premise,

Manager Remote Location
Located at headquarters Cisco
or the data center Unicast or WAEs Cisco Enterprise TV
Multicast WAN

Scientific-Atlanta Encoders Caching/Pre-

for Digital Signage and Positioning, On-Premise,
Enterprise TV Network Administrator Live Streaming Remote Location

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
DMS Components

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 Cisco DMP 4305G Physical Connectors
 Video outputs:
Digital: HDMI 1.1, supporting up to 1080p, progressive & interlace video
(6’ HDMI cable provided)
Analog: S-Video & Composite RCA Video (6’ composite RCA cable)
 Audio outputs:
RCA Audio Left & Right (6’ RCA audio cable provided)
 10/100 BASE-T Ethernet port
 RS-232 connection for display control
 USB 2.0 port
 Reset button
 5V DC power input. AC adapter with 4 plugs (US, UK, EU and Australia). POE
splitter must be purchased separately. POE Splitter must provide a minimum of 15
Amps.

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
 Cisco DMP 4305G Key Features
 IP-Enabled delivery of live broadcasting and on-
demand video content
 MPEG 1, 2 and 4 (Part 2) in SD & HD, MPEG2-TS
encapsulation
 Graphics, Web Content, Adobe Flash 6/7
animation, and static or RSS tickers
 Remote management of display (on/off, volume,
contrast, and brightness)
 Full-screen video or screen zoning
 Customizable on-screen templates
 Integration with Cisco Digital Media System and
Cisco ACNS
 Local storage of 2 GB capacity, high availability New features with Release 5.0 Introduction
and automatic failover
 Enterprise TV: remote controlled
 Small form factor channel and program guide
Size: 7.5” x 5” x 1.5”, Weight: 1lb New
 Steel shell: hardened device
 12W (peak) / 5W (avg) power consumption
 High reliability: 105,242 hours (12 years)
 Remote Control: compatible with
DMP 4xxxG series

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
 Cisco DMP 4305G: Under the Hood

Video
HTML & Processing
Flash 64MB of
Processing RAM
Freescale
Memory MPC8247 Sigma
32MB
2 GB
SD Card
Onboard Memory
For 128MB - RAM Internal
Firmware Flash
Storage Memory.

500MB used for

storing failover
or live content

Buffering & IR Receiver Port

Content Playing for Remote
Control
(new with 5.0)
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
 Cisco DMP 4400G Physical Connectors
 Video outputs:
Digital: HDMI 1.1, supporting up to 1080p, progressive & interlace video, (6’ HDMI cable
provided)
Analog: S-Video & Composite RCA Video, (6’ composite RCA video cable provided)
 Audio outputs:
Digital: SPDIF
Analog: Stereo Jack Ø3.5mm, (6’ audio cable provided)
 10/100/1000 BASE-T Ethernet port, (HW Ready for Wake on Lan)
 RS-232 connection for control of compatible displays
 2 USB 2.0 ports
 802.11b/g WIFI HW Ready, with SMA connector.
 Ø2.5mm Jack for external IR receiver
 Reset button
 12V DC @ 3A input jack. AC adapter with 4 plugs (US, UK, EU and Australia).

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
 Cisco DMP 4400G Key Features
 IP-Enabled delivery of live broadcasting and on-demand video content
 MPEG 1, 2, MPEG-4/Part 10 (H.264) AVC support, MPEG2-TS
encapsulation
 Graphics, Web Content, Adobe Flash 9 animation with more
powerful engine for complex Flash content, scrolling static or
RSS tickers, FLV (1) support, Flash audio (1) support
 Remote management of display (on/off, volume, contrast, and
brightness)
 Full-screen video or division of the screen
 Customizable on-screen templates
 Enterprise TV: remote controlled channel & program guide
 Remote control for ETV navigation
 Integration with Cisco ACNS
 Local storage of 4 GB capacity
 Reliable Firmware upgrade
 SNMP Support
 Size: 10” x 8” x 2”, Weight: 4.5 lb
 Steel shell: hardened device
 x30W (peak) / 40W (avg) power consumption
In RED: Key new Hardware Features versus 4305G
 High reliability: 10 years (1): not available at FCS
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
 Cisco DMP 4400G: Under the Hood
Video
Processing
HTML &
Flash
(swf & flv)
Processing

VIA VIA Eden

Sigma CX700M 1.5 Ghz All-in-one
SMP8635 System
Processor

256MB DDR1 for 256MB

Sigma SMP8635 DDR1
BIOS
802.11b/g

WIFI
802.11b/g IR Receiver Port
Module 8MB LPC Flash for for Remote
Interface BIOS Control
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential (new with 5.0) 15
 Cisco Digital Media Players Video Codecs
 Video MPEG-1
 Video MPEG-2: Main Profile at High Level
 Video MPEG-4/Part 2
 Video MPEG-4/Part 10 (H.264) (DMP4400G only)
 MPEG2-Transport Stream encapsulation required
 Aspect Ratio: 4:3 & 16:9
 HD (up to 1080 at 16:9) progressive & interlace
 Video data rate up to 12Mbps
 Overall delay: 1-3 sec
 Flash 6, 7
 Flash 9 (DMP4400G only)
 RSS – Feeds via XML

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
 Typical Compression Ratios

 For Broadcast Video Applications, the following

compression ratios are typical:
 MPEG-2
SD: 270Mbs SDI  3.5 – 5 Mbs MPEG-2 Stream
HD: 1.485Gbs SDI-HD  15 – 20 Mbs MPEG-2 Stream
Compressed stream is 50 to 100 times smaller

 MPEG-4
SD: 270Mbs SDI  1.5 – 2.5 Mbs H.264 Stream
HD: 1.485Gbs SDI-HD  8 – 12 Mbs H.264 Stream
Compressed stream is 100 to 180 times smaller

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
 How Compression is Achieved

 Blanking removal
 Chroma sub sampling
 Motion Prediction (Temporal Compression)
 Spatial Compression (Still Image Compression)
Discrete Cosine Transform
Quantization

 Entropy Coding (Huffman Coding)

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
 H.264 vs. MPEG-2

 Performance of H.264 vs. MPEG-2

38
37
36
35
34
33
Quality 32
Picture Rating 31
30
29 H.264
28 MPEG-4 part 2
27 MPEG-2
26
25
0 500 1000 1500 2000 2500 3000 3500
Bit-rate [kbit/s]

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
 Compression Methods: Temporal

Frame Types
P-Frames or Predictive Frames

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
 Compression Methods – Temporal
Group of Pictures
Bi-directional Prediction
Time

0 1 2 3 4 5 6 7

m = Distance between
anchors
n = Distance between I pictures
I
I B B P B B P B

Forward Prediction
I pictures: Intra-coding only
P pictures: Contain forward motion compensation
B pictures: Contain forward, backward or bi-directional motion compensation

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
 Digital Media Manager 5.0 (No FRU’able parts)
 Digital Media Manager 5.0 supported appliances:
–Cisco MCS-7835-H1
–Cisco MCS-7835-H2

 Digital Media Manager – Video Portal Module

–Publish live and on-demand content to desktop video
–Create and manage playlists, ticker alerts, messages, and
promotional inserts
–Control Cisco Digital Media Encoders
–Active Directory integration

 Digital Media Manager – Digital Signage Module

–Publish scheduled and live digital media over an IP network to
remote, destination servers

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
 Introducing…
Cisco LCD Displays
Customer Benefits
 End-to-end Cisco solution, one stop shop 40” and 52” Models

 Customized DMP protective case

 Cisco support/services
 Integrated with Cisco DMS
 Cisco capital leasing/financing options

Cisco LCD Displays + Digital Signage/ETV =

Complete End-to-End Solution
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
 Key Features – 52” LCD Display
Feature Value
Native Resolution 1080p
Brightness 700 cd/m2 Feature Value
Contrast Ratio 2000:1 RS232C control Yes
Viewing 178/178 PC inputs VGA/DVI/BNC
Angle(H/V) Video Inputs Component/HDMI
Response Time(G- 8 ms Inbuilt Speaker 20W
to-G)
Power 370 W
Pixel Pitch 0.6 x 0.6 Consumption
Lamp Error Yes (Max)
Detection Power 2W
Yes Consumption
Temperature (Stand-by)
Sensor
Power Supply AC 100-to-240
Built-in Fan Yes V, 50/60 Hz
Video Wall Yes VESA Mount 800*400 mm

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
 Digital Signage

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
 LCD

CISCO DMP
HDMI
1 GE

RS232

DMS @ Dubai Sports City LCD

CISCO DMP
HDMI
DSC-IP 1 GE

RS232

Gateway LCD
DMS Subnet is: x.x.x.x / 24
CISCO DMP
HDMI
1 GE

Cisco Catalyst Switch RS232

Cat3750/Cat6K

LCD

CISCO DMP
HDMI
1 GE
GE
RS232
239.1.1.1:1111
/live feed MPEG-2-TS

239.2.2.2:1234
/ CNN
LCD

Encoder CISCO DMP

DMM WebServer/ HDMI
1 GE
VP FileServer
DHCP-Server RS232
WebServer/ For Images MPEG-2-TS
FileServer Multicast Stream
& Misc
For Video’s
RF Scientific Atlanta
Source=Camera & DVB-T Encoder
DVD Player Satellite / Assuming free available channels – otherwise
DVB-S
Transponder Scrambling/Descrambling units needed

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
 DMM: Designer for Digital Signage

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 Desktop Video

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 Play default content in Video Portal
 Click Play Video to verify success deployment

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
 Desktop Video Connections
Desktop Video Component Connections
DME 2200
Digital Media Encoders (DME)
Register with the DMM and broadcast live
video to the Streaming Server using RTSP.
DME 1100
Recorded video may be archived to the
Content Repository.

Digital Media Manager (DMM)

Controls and communicates with all critical
Desktop Video Components.

Web Server/Content Repository

Holds all VoDs referenced by the Video
Portal server. All VoD streaming requests to
DMM the Video Portal server are re-directed to this
server.
Web Server/ Streaming Server
Content Repository
Cisco Video Portal (CVP)
Provides the web based interface for clients.
All navigation and authentication is
completed through this server.

CVP Video Portal Streaming Server

Client Provides stream splitting capabilities,
allowing many clients to view a single live
stream from a DME or pre-recorded source
(live re-broadcast)

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
 Cisco Video Portal
 Cisco Video Portal supported appliances:
–Cisco MCS-7825-H3
–Cisco MCS-7835-H2

 Number of concurrent users:

–MCS-7825 Supports 500 concurrent users
–MCS-7835 Supports 1000 concurrent users

 Supported CODEC:
–Windows Media
–Flash
–MPEG-4/H.264
–Version 4.1 Removes REAL Player support

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
 Cisco Digital Media Encoder Line—
Capture/Encode Video & Audio Feeds
DME 2000 Features
 Dual channel encoding appliance
 Live encoding/transcoding of media
from analog and digital standard
formats (WMV, FLV, H.264, etc.)
 Locally manage via embedded LCD or Digital Media Encoder 2200
remotely-managed through Cisco
Digital Media Manager

DME 1000 Features

 Portable, lightweight, single channel
encoder
 Encode video live onto iPod or live Digital Media Encoder 1100
network distribution
 Local and remote management
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
 Cisco Video Portal—
Browse, Search and View Digital Media

Features
 Customizable interface,
program guide and search
 Personalized playlists and
featured lineups
 Advanced player controls and
full-screen
 Fully integrated with Cisco
Digital Media Manager and
Customize Look and Feel
Video Portal Reports to Reflect the Organization Brand
 Supports WMV, Real, Flash within the Digital Media Manager
with H.264 & QuickTime on
the roadmap

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
 Enterprise TV

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 Enterprise TV Components

Network as the Platform

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 36
 DMP Accessory: Remote Control
Remote Control Key Features
 Compatible with DMP 4xxxG series
 Enterprise TV: Used for channel
switching and menuing
 Remote control programmed to
adjust display/TV volume
 Limited Admin control of DMP
functions (i.e. show IP, etc.)

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37
 Enterprise TV Control through Cisco IP
Phone
 Cisco 796X and 797X Phones
can support ETV Remote
service
Change channel
Navigate ETV Menu
Adjust Volume

 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 38
 ETV/Digital Signage Connections
ETV/DS Component Connections

Digital Media Manager (DMM)

DMM Controls and communicates with all
Scientific Atlanta
Encoder critical Enterprise TV/Digital Signage
components.

Scientific Atlanta Encoder

Encodes live video input into a MPEG-2
or MPEG-4 multicast stream.

Web Server/Content Repository

Holds all VoDs referenced by the DMM.
All VoD streaming requests issued to
the DMP are serviced from this server.

Digital Media Player (DMP)

Decodes and displays unicast and
Web Server/
multicast streamed video as well as
Content Repository DMP flash content

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 39
 WAAS
Overview

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 Live Video Streaming for Windows Media
Environment
BRANCH OFFICE DATA CENTER
Click on published
2 URL to get live
Web Portal
stream List of scheduled live
streaming events

4 Windows Media RTSP Microsoft

unicast streams Windows Media
Opens Windows
3 Media Player
Server (WMS)
1 Uncompressed
Video
WAN

Encoder
Bottleneck

 Redundant
streams issued for the
same source!

 Overloaded
streaming servers
BRANCH OFFICE
BRANCH OFFICE
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 41
 Live Video Streaming with WAAS 4.1
Edge stream splitting
BRANCH OFFICE DATA CENTER
Click on published
2 URL to get live
Web Portal
stream List of scheduled live
streaming events

Microsoft
Windows Media
Opens Windows WAAS
3 Media Player
Server (WMS)
WAAS
1 Uncompressed
Video
WAN

Encoder
WAAS

 Only one stream per

WAAS
remote site; No WAN
Upgrades required
 Streaming Server
Offload
 auto-detect RTSP
BRANCH OFFICE connections (no
Note: Separate Video license configuration required)
BRANCH OFFICE
required
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 42
 Optimized Digital Media Delivery with
WAAS
 Industry’s only comprehensive solution for global digital media delivery
 Leverages existing network infrastructure investments for high quality video

CAMPUS REMOTE LOCATION

Cisco Video
Portal
Digital Media
Manager
WAAS WAAS
Digital Signage
&
WAN Enterprise TV

TelePresence
CTS 500

Cisco WAAS + Digital Media System =

Expanded Reach of Digital Media Deployments
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 43
 Live Video on Multicast Network
 Multicast enabled LAN
and WAN
 Requires event
planning and
administration Multicast
WAN

Video DME
Server
Single Multicast Stream
Replicated by WAN Network
Single Multicast Stream
Replicated by LAN Network
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 44
 Live Hybrid Unicast to Multicast with ACNS

 Multicast enabled
LAN only
 WAE scales to many
simultaneous programs Unicast
WAN
 Requires event planning
and administration

Publisher DME

Live Unicast Stream

Single Multicast Stream

Replicated by Network
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 45
 IFM – Key Features

 Ability to store multiple playlists/presentation content on

Local DMP Flash & 1 external USB
 Ability to schedule download of playlist/presentation
content at specific times (Start time and Stop time) to
specific DMP groups
 Complete reporting of success/failure on the
deployment/download
 No duplicate downloads of content
 Ability to assess how much storage is left on each DMP
 Limit the bandwidth usage on DMM and number of
simultaneous transfers
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 46
 Digital Signage and WAAS Integration

 CIFS support on DMM

and DMP
Mount a network share
through CIFS protocol
Media assets load through
DSM are saved on network
share.
WAAS delivers network
share to edge for DMP
access

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 47
 CTS-500 Specific
DMP Integration

 DMP Video
Via Dedicated 2nd HDMI Port on LCD
No Audio over HDMI Support
Display Hours Configurable on CUCM
 DMP Audio
Via PC Audio Input on the Primary Codec
Playback on CTS Speakers (Mono)
1 Time Configuration on CTS Admin Web Interface
 Primary HDMI Port for CTS Video
Full Screen PC / Auto Collaborate Video During Idle
DMP Video Takes Priority if DMP Audio is Present DMP Video

Main Display Video

PC (Data) Video
DMP Audio
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 50
 Multimedia Experience
Engine (MXE-3000)
Overview

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 What is the MXE 3000?
VoD Graphics
Web / Mobile

Input Input Dynamic graphics updates occur

Quicktime, MPEG-1, MPEG-2, Quicktime, MPEG-1, MPEG-2, during transcoding
AVI, Windows Media, VC-1, AVI, Windows Media, VC-1, Supports multiple simultaneous
H.264 H.264
transcoding sessions with
Output Output customized graphics.
H.264, Flash 8 On2 VP6, MPEG-2 transport streams Overlays graphics on all output
Windows Media, 3GPP, (SD and HD), MPEG-4/H.264 formats
Quicktime, Real, MP3, WAV transport (SD and HD)
Flash 8 Pro template authoring
Additional features streams, AC-3 Audio, Layer II
Web Services and XML API
API Audio, Windows Media Proxy, interfaces
Job Manager MPEG 1, MPEG 2 ActionScript enabled

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 52
 Folder Attendant Notification

Watch folder

Output
Profiles

Output
 Programmed MXE interface
for basic functions
Output
 Ingest
 Encode
 Delivery
 Notification
 GUI for a prior set up for
media type, profiles, and
priority
 MXE supports multiple
folders
 Folders support multiple
profiles
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 53
 1/10/08 12:00
San Jose New York

Video Animated
Composition PowerPoint
Insertions

Title Dynamic
Dynamic
Overlays Streaming
Streaming
Tickers
Tickers

Janey Hoe, Senior Director

Logo
Logo In the News: Cisco announces the availability of …… Water -
Insertions
Insertions marking

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 54
MXE Management / Monitoring
Web-based UI

Folder Attendant
feature delivers a fully
automated work flow
process

Color-coded real time

Job Status Reporting

Highly Customizable
Job Profiles. Inclusion
of pre-canned profiles
streamline routine
operations

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 55
 UC&RFID
Integration

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 Manage Content Display from the IP
Phone

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 DMS/RFID in Cisco Expo 2007 - Budapest

RFID Readers

DMP

DMP

RFID Readers
RFID Readers

DMP

Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 58
 2 personalized templates – 8 Different
content played across the Expo

HTML file from MPEG 2 File stored Flash Animation File

Max & Future on the DMM Stored on the Flash
Server from Max & Future

 Max& Future: Flash animation and HTML Content

RFID data provided by RFID
 ODIN: RFID readers and tags + RFID Database Server from ODIN
Presentation_ID © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential 59
 Queuing System Integration

Q-Matic

Digital Media Manager

CMS

Content Servers

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 Cisco Academy of Digital Signage (ADS)

 Global qualification program

 Three-day training focused on
content creation, content
management and content
distribution
 Cisco Qualified Digital Signage
Media Professional (CQ DSMP)
credential awarded
 Available to Content Media
Companies, Media Design
Professionals and Cisco Channel
Partners

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