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Preparing for the Gigabyte Lifestyle. Kittur Nagesh Director, Service Provider Marketing Cisco Systems, Inc. Mobile Internet is Radically Transforming Everything. 66 Fold Increase in Data Traffic by 2013 – 14. Handsets. Broadband. Applications. Pricing. - PowerPoint PPT Presentation
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1NDA Presentation
Preparing for the Gigabyte Lifestyle
Kittur NageshDirector, Service Provider MarketingCisco Systems, Inc.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2NDA Presentation
Broadband
Pricing
Handsets
Mobile Internet is Radically Transforming Everything
Applications
66 Fold Increase in Data
Traffic by 2013–14
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3NDA Presentation
Power Center Shifting Towards Content & Applications…
CE Vendors
ContentProviders
ContentAggregators
ApplicationProviders
Service Providers
Skype
UC Apps
Users
Mobile Operators Risk Becoming Dumb Pipes for OTT Players
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 4NDA Presentation
To be Profitable, Service Providers Need to Transform into Experience Providers
Experience Provider
Connectivity
TodayFocus on value add & differentiation
Focus on bandwidth and price
Uplifting ForcesCustomers value convergenceSPs aggregate servicesExploit network as platform
Gravitational ForcesRegulationSP’s inability to innovate fastCompetitive Pressure
3-5 Years
Status Quo
Build 5 phase plan
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5NDA Presentation
Mobile Landscape 2015
Personalization
Mobile device as personal
remote control
Cloud
Enhances mobility of content and
services
Incremental Revenue for Operators
Intelligent IP Devices & Networks
Connection between people,
content and machine
Secure, multimedia, interactive experience
Performance, scalability, security,
reliability & intelligence to shape
transaction and experience
Scalable to Billions of Devices and Gigabyte Lifestyle
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6NDA Presentation
Service
Usage
Roaming
DeviceApplication
Delivering Integrated End User Experience
TimeLocation
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 7NDA Presentation
Leadership Portfolio of Products in Each Category
Performance: Full Power of Network Intelligence End-to-End
IP EDGE(RAN + Control)
IP/MPLS10/100GE
orDWDM
RAN Access
EthernetAccess
IP CoreData
CenterMobile Core
IP/MPLSDWDM
10Gbps 200 Gbps200 Mbps x50 x20 x10-50 2-10 Tbps
7600ASR 9000
CRS-1/ Nexus
3400/4500/ASR 1000
2941/3400/ ASR 1000
Scaling the All-IP Network200 Mbps per Cell Site
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8NDA Presentation
Network Intelligence
Bus
ines
s Fl
exib
ility
Walled Garden
App StorePartnerships
ProprietaryApp Bundles
Operator App Store QoS
Fair Usage Policy
Location
Intelligent IPNetworking Machine to Machine (M2M)
CloudApplications Personalization
Multimedia Experience
Provider
Business Models
Cisco Architecture Allows SPs to Transform their Business ModelsEnabling the Monetization Journey
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9NDA Presentation
Impact of Gigabyte Lifestyle
All you can eat packages will give way to intelligent services/billing
Networks Need to Scale for Multimedia Applications, Personalized Services, and
Billions of Devices
Mobile Ecosystem Needs to Innovate New Business Models
Industry Evolves Towards Open APIs and Interoperability