Home > Articles > Web 2.0 @ Cisco: The Evolution

Web 2.0 @ Cisco: The Evolution

Chapter Description

This chapter offers a case study of Web 2.0 adoption at Cisco, detailing the evolutionary changes the introduction of Web 2.0 technology and tools is having on the company.


The beginning of this chapter identified Cisco’s anticipation of a market transition caused by the hunger for access to video leading to network-related spending expected to reach $50 billion by 2013.[5] Video plays an important role in Cisco’s Web 2.0 strategy, as well, leading to the development of its own YouTube behind the firewall, enabling employees to share information in the form of videos and photos. C-Vision is a video wiki, which enables Cisco employees to publish informal and engaging video messages in much the same way YouTube is used on the Internet.

The C-Vision portal, shown in Figure 10-13, is designed for internal Cisco use only.

Figure 10-13

Figure 10-13 C-Vision Portal.[47]

The portal also offers a number of features to make video sharing easier. For example, C-Vision

  • Enables employees to publish informal and engaging video messages captured via desktop web camera.
  • Upload and download audio, video, and photos.
  • Play back videos in full-screen mode.
  • Tag, rate, and comment on videos.
  • Create albums or favorites.
  • Build groups and communities with similar interests.[47]

The Cisco video-sharing portal has become widely used, attracting over 47,000 unique viewers and a total of over 2,100 videos and over 400 photos uploaded and published in 2009.[48][49] Most of the video content, consists of short product reports, updates from engineering, and ideas from sales. This content has been created by employees recording video via their desktop camera and uploading it to the site with a few mouse clicks.

C-Vision provides another avenue for information sharing and idea exchange, another water cooler to facilitate the connection and communication among Cisco employees. In the process of piloting the series of Web 2.0 technologies and tools outlined here, Cisco recognized the need to establish a program dedicated to communication, collaboration, and Web 2.0 to help manage the explosion of Web 2.0 technology adoption, to ensure scalability and reduce the threat of network overload. Let’s now turn our attention to learn more about that program.

7. Communications Center of Excellence (CCoE) | Next Section Previous Section