• Support a diverse client base, distributing content across multiple geographical sites, while providing true end-to-end connectivity and management.
• Meet the technical and commercial challenges of cross-platform delivery. Telstra's DMS solution will need to maintain scalability as solution traffic grows, integration of an IP network and the company's capabilities based on Cisco® technology, as well as the forthcoming integration of the Telstra content distribution network (CDN) and mobile networks.
• Identify a roadmap for expansion.
• Identify the right tariff structure and help ensure profitability. The addition of CDN and mobile capabilities will open up new markets and revenue opportunities. This challenge will require the development of new marketing channels, customer support processes, and revenue models (for example, managed service models), particularly for the small and medium enterprise (SME) market.
• Confront competition from IT integrators (for example, Fujitsu) that continue to develop and upgrade their own capabilities.
• "Release 2.0" of the solution, which is currently under development, will simplify the solution. It will also include functions such as Proof of Play to support advertising applications, and will incorporate new Cisco functionality such as Flash-optimized head-end technology.
• The product roadmap includes a 12-month timeframe for the integration of the DMS with Telstra's CDN. The possibility of integration with Telstra's Next G WCDMA network as part of the same roadmap is also being examined. This integration will extend the addressable market by enabling managed service revenue models across a wider customer base, particularly to smaller enterprises without server infrastructure.
• The extension of delivery across the mobile network also creates opportunities for location-based delivery of content to mobile terminals as a value-added service.
• Telstra has partnered with Cisco and describes this partnership as a differentiator in the Australian market. The Telstra Cisco Alliance combines Cisco technologies and Telstra's managed services to create new solutions, delivered over Telstra's Next IP network. Telstra and Cisco have established a joint Advanced Engineering Lab (AEL) for prototyping, testing, design, and development of new products. The AEL supports 50 Telstra and Cisco engineers, supported by Cisco global development capabilities. Product development is managed on an accelerated 90-day cycle, minimizing go-to-market times and enabling rapid roadmap execution. Close collaboration with customers and the integration of marketing and technical functions are aimed at accelerating response to demand.
• Content programming and technical support services are provided through partnerships with Prime Digital Media and Broadreach, respectively, established providers of content programming and technical maintenance capabilities.
• Telstra Digital Signage Solution delivers still images, animated flash content, and text.
• Telstra Enterprise Casting broadcasts video on demand (VOD) and IPTV to multiple locations within the enterprise. Customers can centrally store, manage, and broadcast live TV and on-demand video to multiple locations. Content creation and distribution are managed by the customer. Telstra provides equipment, management software, and support.
• Core Solution: For customers that have an established content management schedule and defined authors to manage updates as required.
• Extras Package A: For customers that require more frequent updates and content control, as well as more localized content and real-time content feeds.
• Extras Package B: Provides enhanced content workflow management, spontaneous schedule changes, ability to assign user roles, and detailed reporting. There is also the ability to sell advertising.
• Read Telstra overview
Case Study Source: Cisco sponsored research developed by Ovum