Cisco Pushing Partners To Attack $2B IoT Opportunity In Media And Entertainment Industry


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Cisco Systems is urging its channel community to pursue Internet of Things deals in the media and entertainment industry, which is undergoing a significant transformation that partners can capitalize on today.

"We are dealing with a very interesting opportunity that has really never presented itself to Cisco and its partner community ever before," said Bryan Bedford, global senior manager for media and consumer for Cisco's Global Partner Organization, during IoT Connex, a virtual conference hosted by CRN parent The Channel Company. "We want partners to understand that this is possible today, as a partner, to jump into this opportunity and to realize that there's 8.4 billion connected devices out in the market."

Cisco is pushing partners to deploy IoT solutions to media and entertainment businesses through the Cisco Media Blueprint, a set of infrastructure and software offerings that power cloud-scale media experiences.

[Related: 5 New Cisco Services That Partners Need To Know]

The solution set inside the blueprint includes Cisco Spark specifically for media collaboration; Tetration Analytics for media, media storage, video solutions and video security; and Cisco CloudCenter, to name a few.  

"It's a series of specific solutions for the media and entertainment industry, or augmented solutions inside of the Cisco portfolio that we've been able to specifically cater and market for the media and entertainment industry," said Bedford.

Bedford said Cisco is opening a $2 billion total addressable market for partners to attack the media and entertainment market, which is looking for digital transformation and technology that gets content directly to viewers.

Cisco's offerings can help move live media productions to IP while preserving existing workflows, migrate satellite distribution on an all-IP infrastructure, and adopt holistic approaches to securing content from cyberthreats and online piracy.

"Cisco has the ability to realize over $2 billion in TAM. So there's no better time for you as a partner to capitalize on this," said Bedford.

Some partners already are delivering IoT solutions to the media and entertainment industry. Kent MacDonald, vice president of business development at Long View Systems, a Calgary, Alberta-based top Cisco partner, said he's seeing a strong and growing market opportunity in video and media.

"More and more of our clients are looking to enhance and manage their digital media from security surveillance to training and marketing," said MacDonald.

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