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1. Cisco’s Demo Pathway through CCBN 2014
By Chee Meng Ho, Service Provider Marketing, APJC
Cisco is the worldwide leader in networking and network solutions that transforms how
people connect, communicate and collaborate. Today, the company boasts the largest
Internet business in the world, and over 90 percent of its global transactions are
completed online. Cisco has a firm belief that Internet will change the way people work,
live, play and learn, and will also let numerous leading enterprises and their partners
benefit from a “globally networked economy. Cisco entered the Chinese market in 1994
and currently employs more than 5,000 people with jobs in sales, customer support and
service, research and development, business operations, IT outsourcing services,
financing and manufacturing fields across 20 branch offices in China.
Cisco Chairman and CEO John Chambers firmly believes that Cisco's innovation and
sustainability should be the focus of the development strategy in China. With the rapid
development of video services, Cisco has developed and integrated various
technologies to provide end-to-end solutions. With the focus on the China broadcasting
segment, Cisco has been working with the various partners to advance this industry,
including setting up a joint NGB laboratory with China’s SARFT.
Cisco is excited to be participating in this year’s China Content Broadcasting Network
(CCBN) exhibition from March 20-22, 2014 held at China International Exhibition
Center.
Join us at the Cisco booth (in Hall 2, booth 2202), where we will be demonstrating
solutions across four specific areas:
1. Cable End-to-End Solution Network Architecture (CESNA)
CESNA is a validated all IP network solution designed to carry multiple services (video,
data, voice) for broadcasters and video service providers. Digital front-end provide
traditional television broadcasts, while the data center offers a variety of cloud
computing services, video on demand, new media, and other services. These services
are carried over the core backbone network consisting of routers to the access layer, a
high-quality high-bandwidth optical backbone network constructed with 100Gbps wave
spectral transmission and optical equipment to provide the required physical
transmission link. IP QAM access layer supports television broadcasting and video on
demand. DOCSIS CMTS simultaneously supports both HFC access network and C-
DOCSIS through optical fiber, PON, Ethernet or other access network, providing

2. DOCSIS 3.0 based data connections to the home network and Wi-Fi hot spots for
Internet access, various applications of new media, smart home, telemedicine and other
services.
2. Software Defined Box (SDB) for China video market
SDB is a cloud driven end to end solution that integrate the cloud capabilities into video
streaming applications and uses traditional set-top box decoder standard devices to
deliver the video streams to the TV sets. The solution can be configured to define a thin
client application and its capabilities such as DVB, OTT, PC or game console through
the cloud software.
Through the SDB solution, Broadcasters and Video Service Providers can enhance the
capability of the low-cost set-top box significantly and to quickly introduce various
innovative applications and video experiences. This will enhance their overall branding
and service delivery capability, helping broadcasters and video service providers to
respond effectively to the increasingly intense and competitive from the Internet such
new media and OTT services. This in turn will help them to seize market opportunities
while they changes in their function and role, creating new revenue growth and attract
investment.
SDB solution can be deployed in any network with two-way network transmission
access, and broadcasters today can leverage their vast broadcast networks to
overcome the barriers due to costs of large-scale deployment and the operation and
maintenance of these intelligent terminals. And through the use of standardization and
standardized terminals, the service providers expand the overall scale of their operation
to include a new ecosystem of partners from the Internet and together, provide
sustainable growth into the future.
3. Videoscape video processing solutions and content distribution system
Cisco Videoscape is an end-to-end video experience solution, comprising six cloud
based modules, one network module, and two terminal based modules. At the
exhibition, Cisco will focus on video processing solutions and content distribution
system. Cisco invites you to visit the Cisco booth at Radisson Blu Hotel for a full
Videoscape experience.
Cisco’s video processing solution is a new generation of High Efficiency Video Coding
(HEVC), provides better video compression with lower network bandwidth requirement
when compared with H.264, saving up to 50% of the bandwidth. On 13th
April 2013, the
International Telecommunication Union (ITU) formally approved the use of HEVC/H.265
standards. HEVC has two advantages. First, HEVC can be deployed in the areas with
low-bandwidth, expanding the scope where services can now be delivered. Secondly,
the use HEVC allows more HD video to be carried over the network, and also paving
the way to 4K and 8K video services delivery. Cisco will provide complete HEVC
solutions.

3. On Content distribution systems, we will be demonstrating CDN Federation, as well as
flexibility of Internet CDN. CDN federation is a system architecture that allows video-on-
demand CDN from various provinces to interconnect. It allows content from the
provinces’ library to flow through the national CDN, facilitating the sharing and
exchange of data to provide video-on-demand services across provinces, and ultimately
the distribution of potential additional revenue across the provinces.
Cisco Videoscape Distribution Suite for Internet Streaming (VDS-IS) is the latest
enhanced version of the solution previously known as Cisco Content Delivery System
for Internet Streaming. It does not require the use of special hardware to provide
Internet CDN services, as long as the cloud computing platform and, where appropriate
cloud computing network node has sufficient capacity, you can increase or decrease
any CDN node and its carrying capacity, providing great convenience and flexibility to
run CDN.
4. Carrier WiFi for Smart Cities
Wi-Fi has become the primary means of communication in a variety of mobile data
devices. Hence building a good Wi-Fi network for broadcast and video services to its
customers, or using it to provide interconnection and basic services to the government,
industry and the public as part of the plans for a Smart City, is extremely important.
Cisco's carrier Wi-Fi solutions provide a stable, reliable and easy to manage service,
plus a variety of smart mobile functionality. It can also provide all users within the
wireless coverage a reliable video broadcast service, a technology advantage to
broadcasters and video service providers.
Xu Qiwei, Cisco's Vice-President, said: "Cisco is committed to help service providers to
build an unprecedented experience for users and a variety of new applications. Our
strategic transformation will help service providers to protect their investment in the
early stage through flexibility and open standards, taking full advantage of cloud
resources to achieve an overall competitive edge, and to better realize their business
value and technical innovation, thereby creating a better interconnected smart city."
We will be presenting a number of our solutions and hope you can join us in Hall 2,
booth 2202.
More Information Below

4. Please contact your Cisco account representative to discuss further or visit Cisco’s
CCBN 2014 microsite.
More Resources
Blog Post: Cisco at CCBN: Transforming Video Experiences
Blog Post: Cisco Activities at CCBN 2014
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