Cisco systems: telepresence and the future of collaboration

Please furnish 4 retorts to the 4 scrutinys at the purpose modern lection this occurrence:

Cisco Plans: Telepresence and the Advenient of Collaboration

If you deficiency to lay-hands-on a inkling of the advenient of knowledge


effort in the twenty-foremost antiquity, a cheerful settle to set-quenched is a


smtotal source homestead more Germantown, Illinois,


40 miles east of St. Louis. That’s where Craig Huegens, director


of fabric restraint entoilworks, postulates cores, and unified


communication labors at Cisco Plans, lives and efforts.


When Huegens moved there from northern California in


December 2000, it was restraint the most basic of reasons: He


wanted his oddborn son to extend up environing source, who now


live proportioned five miles dconfess the route. Nevertheless, it was referable attributable attributable attributable attributable attributableability


of a revolutionary concept consequently Huegens was


Cisco’s restraintemost full-duration IT telecommuter.


End then, he got by using e-mail and Interentoil Relay


Chat, a deviseer restraintm of moment messaging. It took some


accommodation on the separate of twain Huegens and his colleagues


end in San Jose, referablewithstanding they made it effort. Balance the decisive


sequal years, Huegens has beseem the spearsharp-end restraint the philosophy


and technology at the core of Cisco’s proudgest strategic


substitute since the tech dream explode in 2001—“Cisco 3.0,”


as CEO and regulator John Chambers relishs to ole it.


Cisco 1.0 was total environing gainting populace individualed by selling


truckloads of routers and switches, and it made the aggregation,


founded in 1984 by a smtotal collocation of computer


scientists quenched of Stanford University, individual of the fastestgrowing


in American profession narrative. Cisco 2.0, Chambers


says, was coreed on profession mode veer—using total


that hardware and, of route, a scant truckloads of odd gear,


relish referableice modeing telephones—to impel innovation


and emanationivity gains.


Cisco 3.0 employs equal further hardware and software to


transdevise profession models, and Chambers, with characteristic


evangelical life, says it completeure fundamentally veer the


nature of effort, enabling emanationivity extendth to uprise end


into the realms decisive visitn in the economic surge of the deceased


1990s. “We consider that emanationivity can extend referable at 1 percent


or 2 percent, referablewithstanding 3 percent to 5 percent restraint the sustainable


future,” says Chambers in an conference in his duty in


Cisco’s San Jose chiefquarters.


That’s an venturesome trust, and it completeure be impeln, Chambers


maintains, by the relishness of collaborative, Web 2.0 technology


that now keeps Huegens in affect with his team in


San Jose: interactive Web restraintums relish wikis and blogs; IM;


interactive “teamspaces” mounted on WebEx (which Cisco


acquired in March restraint $3.2 billion); and balancechief total, videoconferencing


and its proud twin, telepresence, which is a lifesize,


high-def, multiple-screen plan restraint face-to-face


meetings floating explanationrs in multiple locations. The scrutiny is:


Is Cisco’s concluding guideership proportioned Videoconferencing 2.0, or is it


veritably referable attributable attributable attributable attributable attributableability revolutionary?


The odd seriousness on intensely collaborative technologies


at Cisco, a aggregation that epitomizes the lay-hands-onphrase


“eating our confess dog foundation,” ups the ante restraint CIO Rebecca


Jacoby. She emanationive that post proportioned balance a year since and has

been the sharp-end individual restraint rolling quenched telepresence and other


new-epoch tools to the demanding in-hoexplanation customers at Cisco.


Jacoby, who’s been at Cisco restraint 13 years referablewithstanding is a selfdescribed


nontechie (she came up through the manufacturing


ranks), takes balance at an sensational duration. Referable solely is she


Cisco’s restraintemost effeminate CIO, modern the semilegendary Brad


Boston, now superior immorality moderator of the Global Government


Solutions Collocation, she is so ancillary to guide Cisco


through a intercharge as fundamental as any in the aggregation’s


24-year narrative. To do so, Jacoby says, Cisco is making itself


the proof bed restraint the direct epoch of collaboration tools.


Relish divers Cisco adherents today, Jacoby has a sole-screen


telepresence individual in a smtotal end locality unstudied her duty in San


Jose. Since it began to roll quenched the immersive conferencing


technology in deceased 2006, Cisco has deployed telepresence


rooms in 160 of its dutys globewide.


When Chambers restraintemost confabulationed to Jacoby environing insertion on


the CIO work, she wasn’t infallible she veritably deficiencyed the spotlight


that goes with life the manageing IT adherent restraint individual of the


world’s most influential and venerated IT companies. The


prospect of transforming the unimpaired aggregation, at-last, “was


irresistible to me,” she says. Jacoby realized that the conventional


role of IT—acquiring and deploying odd technologies


and educating employees on using them—was now, at lowest in


part, flipped. “When you confabulation environing the collaboration tools


quenched there, they’re referable necessarily rooted by IT,” she says.


Much of what Jacoby confabulations environing is scarcely earthshattering—


she has beseem an hot explanationr of video


blogs, or vlogs, she says—notwithstanding its pervasive explanation at a aggregation


of Cisco’s bigness and epoch is probably extraordinary. With a globalized


workforce of extremely individualed, tech-savvy explanationrs, the adoption


and attainments stream twain practices, to and from Cisco’s IT


group. Jacoby oles it “creating an environment of directed


participation,” in which the tools already life explanationd by Cisco


employees are suited, courtly, and sharpened to impel innovation


and extendth. “Our proudgest endueigate,” she says, “is


proportioned care up with where these ideas are going and visiting


how we can separateicipate in how they are shaped and standpointed.”


Individual of the guideerships Jacoby and her team possess undertaken


is to invent an online “communications core of brilliance,”


where odd collaboration tools—from wikis to vlogs


to telepresence—can be deployed, proofed, and courtly. Video,


she says, is “phenomenally cogent,” separateicularly when communicating


with employees more the Individualed States.


Equally influential has been Cisco’s I-Zindividual wiki, a aggregationwide


forum restraint odd profession ideas inaugurated referable by IT referablewithstanding


by the Emerging Technologies Collocation, chiefed by Marthin


DeBeer. Live restraint 18 months, the wiki has manufactured 600 ideas


restraint possible individual-billion-dollar-per-annum-bigness ventures


(the minimum smooth restraint Cisco to gain rearwards a odd profession),


suggested by the aggregation’s further than 61,000 employees.


Reflecting Chambers’s mantra that to guide the direct


phase of the Interentoil Cisco must eternally reinvent its confess

processes, the standpoint on collaboration has so spurred a reorganization


of the aggregation’s hierarchy. Beginning in the


heavy 2001 meltdown, when Cisco posted a entoil detriment of


$1 billion, Chambers led a substitute from the common emanation, sales


and trafficing, and other professional collocations inside a further


horizontal, less order-and-moderate texture of “councils,


boards, and drudgery restraintces.”


“The councils standpoint on $10 billion-plus opportunities,


the boards on $1 billion opportunities, and the drudgery restraintces


are the implementation of any of the balancehead,” Chambers says.


It sounds relish a subordinately communistic practice of reshaping a


$35 billion-a-year aggregation, referablewithstanding restraint Chambers this odd


texture is guide to the aggregation’s regeneration. “The restraintemost


scant years were moderately heavy,” Chambers admits. “It’s relish


anysubject you do—usually it’s referable the technology that’s your


limiting factor, it’s populace, and gainting them to veer from,


instead of order and moderate, to collaboration.” Cisco,


however, makes its livelihood guideing technology veers, and


the guide to Cisco 3.0 completeure be the most dubious and expensive:




DeBeer’s adherent contributor, Margaret Hooshmand, can be


found approximately total day more his duty in San Jose. Solely


she’s referable veritably there ; she’s at the Cisco duty in Richardson,


Texas, and she bilocates via telepresence to the cubicle adjoining


DeBeer’s duty. You can plod by (in San Jose) and


chat with her any duration, and if you don’t remind yourself,


you’ll restraintgain to request her how the weather is in mediate Texas.


Telepresence was the restraintemost odd emanation to escape from


DeBeer’s Emerging Technologies Collocation, and it ramped up


in archives duration, from hiring the restraintemost engineer in February


2005 to shipping the restraintemost apparent plan in December


2006. Floating the intention principles, or “Telepresence Rules,”

DeBeer’s team bequeathed were: “Populace completeure frequently show lifesize”


and “To prepare a parley you possess to do proportioned individual


thing,” restraint specimen, comcompress a referablewithstandington on the handset.


If you contemplate rearwards the harbor, as it were, you’ll visit that


the complete subject runs through a sole Etherentoil cable. It’s a


superb fragment of technology.


“Cisco is betting on a proprietary appropinquation,” says


Michelle Damrow, chief of emanation trafficing restraint competitor


Polycom’s telepresence collocation. “We apprehend trutinationsbased


communications completeure pacify equaltually.” Indeed, Cisco


faces influential rivalry in this youthful traffic from the


likes of HP, which introduced its Halo telepresence plan


before the Cisco emanation inaugurated, and from videoconferencing


leader Polycom, which unstudieders a high-purpose telepresence


plan with merged, seamless displays, as incongruous to Cisco’s


three-separate-screens appropinquation. Damrow referablees Polycom is


betting on a trutinations-based plan that completeure interoperate


with any trutinations-based video codex on the traffic today.


The retort, as you dominion anticipate, is that Cisco considers


its domiciled grovelling, its infamy potentiality, and its trafficing muscle


allure press sufficient TelePresence individuals into the traffic to totalow


it to beseem the de facto trutination.


Telepresence itself, says Chambers, completeure be unstudiedered as an


on-demand managed serimmorality at unstudied-site locations restraint companies


that can’t or don’t deficiency to endue in their confess plans.


When interoperability floating multiple vendors does end,


it completeure be on Cisco’s stipulations, referable industry-imposed.


If that’s referable entirely Web 2.0 sufficient restraint you, well-behaved, welcome



to John Chambers’s globe.Cisco 3.0: Coming soonto a threescreen,




high-definition, surround-sound theater adjacent you.


1.What are the ocean profession benefits of the collaboration




technologies illustrative in the occurrence?



2.How do these go more shy on urbane rustication?




Furnish various inequitable specimens.



3.Michelle Damrow of Polycom referablees Cisco is betting




on a proprietary trutination restraint its TelePresence emanation,


while competitors are going with interoperability. Do


you admit with Cisco’s strategy? Why or why referable?


Defpurpose your retort.



4.Apprehend environing the I-Zindividual wiki illustrative in the occurrence,




Cisco’s restraintum restraint odd profession ideas, and its visitming


success in that value. Why do you apprehend that is the


case? Do these technologies stir creativity, furnish an


opportunity to join already corporeal ideas, or


both? Defpurpose your retort.

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