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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2013 Cisco and/or its affiliates. All rights reserved.
Small Cells in the Enterprise
Jared Headley
Senior Director, SP Mobility, Cisco
October 8, 2013
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Numbers to Remember…
$30,000 to $1,000 USD
94%
22 of 23100s
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Why Focus on Enterprise?
Business Drivers• BYOD driving convergence• High ARPU subscribers• Account level management• New Business Models
Technical Drivers• Target deep indoors where traffic is• Low mobility requirements• Converge with managed Wi-Fi• Professional installation
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Barriers to Small Cell DeploymentPower
Real Estate Backhaul
Cost Support
Security
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Enterprise Small Cell Opportunity is Broad
NOT TARGETEDGood coverage
NOT TARGETED< 10 lines
NOT TARGETEDCompetitors’ Customers
NOT TARGETED
Current Wi-Fi Customers
NOT TARGETEDVertical Markets
CURRENTLY TARGETED10-50 mobile lines+ poor coverage= Small Cell Target
$
$
$
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What is the Killer App for Enterprise Small Cell?• VOICE
• VOICE
•VOICE
Beyond voice:
• Clear support roles
• Lower TCO
• Location services
• Cloud managed PBX / voice services
• Emergency services
• Employee vs. Guest services
• And more…
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Macro Service Parity is Vital and Possible• Indoor small cells must match macro features and KPIs• Requires new generation of high-availability software
99.999%uptime
Typical transactions/day per small cell in downtown Tokyo and Seoul 60,000
M T W T F S S95
96
97
98
99
100
VoicePS
Voice and PS Setup Rate %[one week in Aug 2012]
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Routes to Small Cell Service Revenue
B to C/B• Product to Ent• Services to SP• Joint GTM with
SP
MNO Activates Small Cell
Service
End Customer • Enterprise• SMB• Consumer
B to B• Product• Services• Joint GTM
MNO Offers a Managed Small
Cell Service
End Customer• Enterprise• SMB• Consumer
Model 1: Small Cell Locked Service
Model 2: Small Cell Unlocked Service
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Small Cell Solutions That Support a Variety of Deployment Models• Ability to support a variety of
deployment models is critical
• Fully managed service for both Wi-Fi and Licensed Small Cell from Operator
• Deliver managed Licensed Small Cell service over existing (and managed by) Enterprise Wi-Fi
“I will own my Wi-Fi…”
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Enterprise Small Cells Require Vertical Market Understanding
Education /Campus
Retail /Shopping Mall
Healthcare /Hospital
Hospitality /Hotels
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Retail Market: Mobile User Behavior Reveals Opportunities
• 50%+ of all purchases influenced by mobile apps and social media
• 19% of mobile users turned on location services In 2012
• 94% of users who receive location-based services consider them valuable
Sources: Conlumino , TNS Global, Nick Lippis
UK retailers missing out on up to £12 billion in potential sales by failing to engage consumers through digital channels
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Location Analytics & Big Data
Location analytics provide insights into device’s journey inside a venue
Where people go? What are the common paths? Most visited places?
How long people stay in each place? Where is the first place they stop?
Analyze patterns of repeat vs. visitorsTrend analysis & history comparison
Quantify & justify rental pricing
Measure signage impact
Perform predictive analytics
Analyze changes impact
Analytics Benefits to Venues:
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Analytics Align with Carriers’‘Big Data’ Strategy• Internal optimization and performance benefits• External monetization
Frequency
Customers
Data Volume
Analytic Intensity
Value
Manual Reports Automatic Reports
One-Time Subscription Custom Single Feed Multi-Feed QueryableStatic report on network usage
Recurring report with analyzed data
Project-based analysis, output
API from database / network
API from database / network
Exposed database & network
Retail, SMB
Goodwill
Retail, SMBLarge Retail, Franchises
Larger B2B Larger B2B Multiple B2Bs
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Korea Telecom:Coverage / Capacity with LTE
• Seoul: Population 15 Mil
• Provide coverage in areas difficult to reach with macro LTE network
• Provide higher speed data rates and capacity in densely populated areas
• 18,000 LTE Small cells deployed
• Dramatic gain in user data rate with increased small cell deployment
Mass Scale Commercial LTE Small Cell Deployment
Indoor Hotspot
Offloading &
Coverage
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Hospital – Solving Coverage Challenges, Leverage Wi-Fi Footprint
Hospital Campus Network
• Millions of square ft.
• 50k guest / 50k business users
• Hundreds of thousands of devices
• Highly regulated (eg: sealed APs)
• Provide superior data access via Wi-Fi and ubiquitous voice coverage via Licensed Small Cell
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Cisco USC 5310
Cisco Aironet 3600
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So What About those Numbers?
• $30,000 to $1,000 – We must drive the cost of Small Cell deployment down to something more like Wi-Fi
• 94% of users who receive location-based services consider them valuable
• 22 of 23 Enterprise customers at a recent Cisco Customer Advisory Board say that they WANT Small Cells NOW
Primarily to solve a voice coverage issue
Willing to allow SPs to leverage existing LAN infrastructure and Wi-Fi footprint
• 100s of Wi-Fi Enterprise customers are asking how soon can they get Licensed Small Cells
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Enterprise Small Cell Opportunity• Enterprises are demanding Small Cells
Believe a lower TCO to solve voice coverage challenges
• Leverage of the Wi-Fi footprint and practices are keyModel for lower cost deployment
Opportunity to leverage existing Wi-Fi infrastructure
• Understanding Enterprise Verticals is keyApps and services are different at verticals from Hospitals to Hotels to Campuses to Malls
Partners and integrators as well as CIO relationships are important to leverage
• Location-based services, analytics and applications are a unique opportunity with small cells
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Thank you.