This effect was generated in Filter Forge, a Photoshop plugin that allows you to create your own filters.
This works with every image you want. If you have a column, a tube or just a something with that shape, you can use this method in order to texture that. If you need you can also displace your image too, but it must be a seamless image.
Modes are: 1) Gain 2) Bias 3) Stairs 4) Noise.
"Mode 4" Contrast slider only works on Noise, just to give more flexibility to that curve.
Cylinder, wave, texture, gradient, effects, distort, mode, blend.