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© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 1
Mobile Innovation: Vision 2020
Suraj Shetty
Vice President, Service Provider Marketing
Mobile World Congress
February 17, 2010
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 3
Next Gen Technology Architecture: The Infrastructure Needed
Next Gen Business Architecture: The New Revenue Model
Mobile Internet 2020: Explosive Growth, Related Challenges
We’ll cover…
From a Service Provider Perspective
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 4
Mobile Video: 66% of Mobile Data Traffic by 2014
66%
8%
4%
108% CAGR 2009–2014
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014
5%
17%
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 5
Business Challenge: Revenue/Cost Balance is Shifting
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5
Traditional Services
Voice, SMSData Connection
Mobile Internet
IP Data ServicesVideo Services
Unified Comms.Cloud Services
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 6
Business Challenge: Revenue/Cost Shifting to Mobile Internet
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
Traditional Services
Voice, SMSData Connection
Mobile Internet
IP Data ServicesVideo Services
Unified Comms.Cloud Services
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 7
B2B2C Two-Sided Markets
Industry Side 1 Side 2
Customers
Customers
Advertisers
Customers
Consumers
Sellers
Merchants
End User Search
Merchants
Artists
Auctions
Retailer of Goods
Internet Search Engines
Credit Card Networks
Music/ Record Labels
Platform
Examples
iTunes
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 8
Next Gen B2B2C Business Architecture
SPs Will Transition from Today’s One-Sided to a Two-Sided Business Model
E-tailers
ContentBroadcasters
Advertisers
ContentAggregators
ApplicationProviders
B2B B2C
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 9
NationalData Center/
VHO
NationalData Center/
VHO
RegionalData
Center/VSO
RegionalData
Center/VSO
SP Services/Content Third-Party Services/Content
Business
IP Core
Edge/
EPC
Access/ Agg
B2B2C Technology Architecture
SP DC / CloudMobile Internet
Video
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 10
Business
Intelligent Services: Context Aware Services to Any Subscriber on Any Screen
NationalData Center/
VHO
RegionalData
Center/VSO
RegionalData
Center/VSO
NationalData Center/
VHO
IP Core
Edge
IP RAN
EPC
SP Services/Content Third-Party Services/Content
Presence
Subscriber
Profile/Identity
Network
Profile/Identity
QoS Content Insertion
SMS
LocationMessaging
Policy
IMS B2C
B2B2C
Customers pay for
unique personalized
services streamed
to multiple devices
Content/Service
Owners pay to tailor
services to user,
device, location
and presence
Dynamic and Personalized Multimedia Services
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 11
Video
Content
Provider
Content Delivery
Servers
Video
Content
Provider
Subscriber Churn
Slow Response
Enhanced Experience
Customer Loyalty
Fast Response
New
RevenueB
2
B
B
2
C
Multimedia Experience: Dynamic and Assured Delivery
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 121212
Mobile Internet Growth and IPv4 / IPv6
Mobility / Device Proliferation
Embedded Internet
Internet-connected devices accelerating at an exponential rate
The ‘Embedded Internet’ will consist of over 15 billion devices by 20151
SmartGrid : 110 million households in US alone
1 – Intel Embedded Internet Projections
New IPv4 addresses exhausted as of 2011
Adoption of IPv6 essential for continued Internet growth
© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 13