Cisco Mixes Mobile Traffic and Video Optimization into Videoscape – Does it Blend?

| Feb 15, 2011 | Digital Media Infrastructure | Analyst: Yoav Schreiber

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Event Summary

February 14, 2011 – Cisco announced at the GSMA Mobile World Congress its strategic framework for enabling service providers to monetize and optimize the growing volume of mobile video and data traffic. Cisco MOVE (Monetization, Optimization Videoscape Experience) solutions include Cisco Mobile Videoscape, Cisco Service Provider Wi-Fi and Cisco Adaptive Intelligent Routing (AIR). Cisco MOVE solutions span the mobile network, from client to network to cloud.

Quick Take

Analytical Summary

• Current Perspective: Positive on Cisco’s MOVE announcement at MWC 2011, because, as with the initial Videoscape launch, MOVE ties together multiple elements of Cisco’s medianet architecture to provide an end-to-end solution for mobile video delivery and optimization which Cisco is uniquely positioned to offer. It also demonstrates how Cisco is incorporating its established video, routing and wireless networking expertise to advance its mobile Internet proposition. For mobile operators that are current Cisco routing and data center customers, MOVE offers a compelling proposition to improve the profitability of their mobile broadband networks by enhancing the monetization and optimization of mobile video delivery.

• Vendor Importance: High to Cisco, because MOVE helps bind together the company’s vast portfolio of client, network and cloud products for mobile Internet services, specifically enabling service providers to offer access to over-the-top (OTT) content on mobile devices. However, the relatively weaker part of the MOVE proposition is the Videoscape architecture itself, such as the Cisco Conductor for service and device management, will only be available in 2012. In addition, MOVE does not yet support soft clients for iOS and Android platforms, which limits the breadth of mobile video implementations as well as applicability to premium content and applications.

• Market Impact: High on the digital media, mobile access and routing segments of the service provider infrastructure markets, because Cisco is attacking both the network and content sides of the optimization equation – something few rivals are positioned, or attempting, to address. However, Cisco faces increasingly bold competition on the network optimization side. For instance, Juniper’s new partnership with Openwave brings traffic optimization directly into Juniper’s routing, software and content delivery platforms. Meanwhile, Ericsson’s exclusive agreement with Akamai brings content acceleration directly into Ericsson’s mobile broadband platforms. On the video optimization side, Cisco faces established rivals to its recently acquired Inlet Technologies, and it remains to be seen how future market consolidation will impact vendor competitiveness in this area.

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