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© Ciena CEWC Amsterdam 2011
It’s About the Services Differentiating Yourself in a Competitive Market
Rick Dodd – Sr. VP, Marketing
CEWC 2011
2 © Ciena CEWC Amsterdam 2011
Average Metro Ethernet MRC in Western Europe
€ -
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
€ 3,000
2009 2010 2011 2012 2013
100M
1G
10G
Source: Ciena Analysis, Ovum Forecast Enterprise Ethernet Services, Global, Sept., 2010
• 2009-10 saw steep price declines for
1G and 10G
- 1G :dropped 20-24%
- 10G: dropped 26-30%
3 © Ciena CEWC Amsterdam 2011
Three Differentiation Ideas
Target an underserved market: the Mid-Market Customer
Stickiness: Service quality and visibility
Elastic bandwidth for cloud offerings: The Cloud Backbone
Ma
rke
t
Se
gm
en
t S
LA
C
lou
d
4 © Ciena CEWC Amsterdam 2011
Who is the Mid-Market Customer
Typically a company of 20-
500 employees
Spends €500-3000 per
month on data service
Wide range of industries
Education, health, financial,
hospitality, legal,
manufacturing, retail,
utilities
Often more willing to adopt
hosted or xaaS products
Wireline Data Market Spend
by Number of Employees
Source: Instat & Ciena Analysis
5 © Ciena CEWC Amsterdam 2011
Automation leads to 75% less installation and configuration time with zero-touch upgrades
Service templates enable
point-and-click provisioning
Switch installed with no configuration
required by field personnel
NOC creates
work order
NOC pushes service profile to server
Ethernet switch
self-configures
Automation is Key for Mid-Market ROI
6 © Ciena CEWC Amsterdam 2011
Three Differentiation Ideas
Target an underserved market: the Mid-Market Customer
Stickiness: Service quality and visibility
Elastic bandwidth for cloud offerings: The Cloud Backbone
Ma
rke
t
Se
gm
en
t S
LA
C
lou
d
7 © Ciena CEWC Amsterdam 2011
Is Service Quality a Differentiator?
Resiliency & uptime is a given today …
But there’s an opportunity in delivering ongoing performance
“My network is up but it seems slow today”
How to proactively monitor, non-intrusively:
Bandwidth, latency, jitter, frame loss
Relative to SLA
Relative to initial “service quality benchmark”
8 © Ciena CEWC Amsterdam 2011
Differentiating on Verified Service Quality
Enhanced 2544
In-service or out-of-service
Port or EVC-based
Throughput
Latency
Frame Loss rate
Frame Delay Variation
Pre-configurable test profiles
Configurable test iteration and
duration
Subscriber services portal
Customer web-based view of
their service information
Real-time performance &
trending
Inventory/services/alarms
9 © Ciena CEWC Amsterdam 2011
Three Differentiation Ideas
Target an underserved market: the Mid-Market Customer
Stickiness: Service quality and Visibility
Elastic bandwidth for cloud offerings: The Cloud Backbone
Ma
rke
t
Se
gm
en
t S
LA
C
lou
d
10 © Ciena CEWC Amsterdam 2011
Problem Statement:
Enterprise Data Center A
Provider Data Center D Enterprise Data Center B
Provider Data Center C
Can elasticity of
network resources
provide an
advantage to the
network owner?
11 © Ciena CEWC Amsterdam 2011
Cloud Traffic Characteristics
Traffic Attribute:
Flow size
Other key attributes
Small - Hosting
- SD/HD video
- Software as a Service
- Interactive Services
< 1GbE Interactive
# of Service Endpoints ~ 1000s
Short duration
Total size of objects <10GB
Medium - Small VM migrations
- File transfers
1GbE– 10GbE Can be Scheduled
# of Service Endpoints ~ 10s
> E.g. Inter-DC, R&E, Healthcare
Total size of objects< 1TB
Large - Large VM migrations
- Large Backup/File Transfers
- Super Hi Vision (7680 x 4320)
>10GbE Can be Scheduled
# of Service Endpoints ~ 10s
> E.g. Inter-DC or R&E
Unplanned events (?)
Total size of objects > 1TB
SD: Standard Definition
HD: High Definition
VM: Virtual Machines
12 © Ciena CEWC Amsterdam 2011
Cloud Backbone: Service Parameters Configured by
Cloud OS
“Network Hypervisor”
FC
Virtual Machine (VM)
applications
Enterprise Data Center Provider Data Center
Ethernet
FC
Ethernet
FC
SAN
SAN
Ethernet
FC
SAN
Server
SAN
Switch
SAN
Storage
SAN
Server
VPLEX
SAN
Switch
SAN
Storage
VPLEX
Control Plane
Provider “Cloud OS”
13 © Ciena CEWC Amsterdam 2011
TMForum Demo: Billing info for Cloud Backbone
Infonova – R6
ZimoryManage
ZimoryConnect ZimoryConnect
Ciena – Network Hypervisor
vCenter vCenter
API API
API
Storage
Compute
Data Center Network
Storage
Compute
Ente
rpri
se D
atac
ente
r Pro
vider D
atacenter
Enterprise
Provider
Ciena - Cloud Backbone (Infrastructure) Network
Storage
Compute
Data Center Network
Storage
Compute
Network Awareness Resource Activation BillingTickets Event Management
Network Awareness Resource Alignment Event Management
Customers: Web Service Portals
Layer7 CloudControl - API security
and management
15 © Ciena CEWC Amsterdam 2011
Optical Processors Make Underlying Layer 0 More
Programmable
Watts Power
µsec Latency
km Reach
I don’t need reach.
I’ll turn down Soft FEC
to cut latency & power.
I’ll ramp up Soft FEC to
restore around this
failure.
16 © Ciena CEWC Amsterdam 2011
Layer 0 Photonic Spectrum
Coherent = Tunable Receivers = Optical Elasticity
Coherent
Optics
17 © Ciena CEWC Amsterdam 2011
Summary: Ideas for Differentiating Ethernet Services
Address mid-market customers with lightweight low-cost install &
maintenance
Create customer engagement and satisfaction with verified real-time
service quality
Build sufficient software reconfigurability to support future network
elasticity
Coordination of multiple network layers for maximum flexibility
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