Broadband World Forum Europe 2008

Cisco and Telecom Italia Adobe Flash the Industry

| Sep 29, 2008 | Digital Media Infrastructure | Show Update

| Analyst: Ron Westfall

Current Perspective: Positive Vendor Importance: High Market Impact: High

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Event Summary

September 29, 2008 -- Cisco and Adobe Systems Inc. announced that Telecom Italia has chosen the Cisco Content Delivery System with Internet Streaming (CDS-IS) platform, with Adobe Flash streaming technology, to deliver live television channels and on-demand content through its Web portal, Yalp!. With the CDS-IS platform and Adobe Flash technology, Telecom Italia can deliver high-quality, rich streaming media content to its viewers, enabling them to watch TV shows on their laptops and PCs, accelerating the fusion of TV and the Internet. In addition, because the CDS-IS system supports all major streaming and download formats, including the integrated native Adobe Flash Player, Telecom Italia now has the platform foundation to potentially deliver "any stream to any screen" in any format.

Analytical Summary

• Current Perspective: Positive on Cisco and Telecom Italia collaborating on launching and scaling Telecom Italia’s Yalp! Internet streaming service, which is designed to capitalize further on the clear trend of consumers watching more video content on their PCs. The Yalp! service uses Cisco Content Delivery System (CDS) technology purpose-built to scale Internet video services to millions of customers, including Telecom Italia’s 9 million broadband customers.

• Vendor Importance: High to Cisco, as the company needed to land Telecom Italia’s endorsement to energize sales and marketing efforts on behalf of its Cisco CDS platform, especially the CDS Internet Streaming (CDS-IS) component, which leverages embedded Adobe Flash Media Server 3 software technology to scale the ingestion, distribution, and delivery of Internet-based video content (as well as the Windows Media Player [WMP] and Quick Time formats), to potentially millions of service provider PC customers in a more efficient, better managed way.

• Market Impact: High on the CDS market segment and the overall digital media infrastructure market, since Cisco already commands strong market positions and leadership in key video networking areas such as video routing, STBs, and CDS technology, which will oblige end-to-end (E2E) video networking and CDS/VoD server rivals to respond to Cisco’s new CDS initiative with Telecom Italia, particularly in the area of Internet streaming/video partnership efforts with Abode.

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