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© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 1
Innovazione evalore nei"Managed Services”
Paolo CampoliSenior Director, Service Provider solutions and BDCisco European Markets
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 2
“Managed Services”: dove ci eravamolasciati lo scorso anno ?
ProspettivaTelco
BandaIndustrysolutions
Virtualizzazione
IntegrazioneD/V/V/M
ApplicationAwareness
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPaolo Campoli 3
The challenge and opportunity in frontof Carriers
TRANSPORTSERVICE
Integratednetwork
Virtualizationplatform
ApplicationSERVICES
• $/Mbps• L1~L3 services
• End to end QoS• Network based
security• Dynamic call
control
• Rich services,hosted model
• Support demandof virtualization
• Extendedmobility
• Provisionedservices,applications
• Applicationawareness
• Key roles inmedia-richcommunication
ADDConfigurable and
AdaptiveNetworking
ADDTighter QoS,
integrated callcontrol
ADDApplicationawareness
And app. svcs
70-9
0%10
-30
%0-
5%
IndustryInvestment
Focus
Nextlevel
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 4
The Web is Evolving: Web 2.0Participation & Collaboration
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 5
TELCOs sit in between, with different options (1)
IP NGN
Business Consumer
Web 2.0 AppsWeb 2.0 Apps
Application visibility, dynamic QoS, security,presence, identity, mobility
Business CPEsNetwork linkage
Consumer CPEs,Connected Life
Core/Edge
CPE
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 6
TELCOs sit in between, with different options (2)
IP NGN
Business Consumer
Web 2.0 AppsWeb 2.0 Apps
Application visibility, Qos, …
Business CPEsNetwork linkage
Cheap Core
Session Control
Consumer CPEs,
Core/Edge
CPE
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 7
TELCOs sit in between, with different options (3)
Cheap Core
SP DC App. OptimizationConcentrators
Business Consumer
Web 2.0 AppsWeb 2.0 Apps
Commoditized RouterConsumer CPEs,
App. Optimization Appliance
Session Control /Bearer Management
Core/Edge
CPE
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 8
2005 2006 2007 2008
Billio
ns o
f Stre
ams
IP Video is changing everything
Experts predicted60-70 billion streams in 2007
9 billion video streams were servedover the Internet in 2005
31 billion video streams wereserved over the Internet in 2006
But July was 8 billion...
That’s 250 billionstreams per year globally
in the US alone
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 9
Next Generation Internet…Fuelled by IP Video
Source: Cisco Global IP Traffic Forecast, 2007
Gopher, FTP Web P2PVideo
ContentVideo
Communication
1995–2000 2000–2013 2013–20251993–1995 2025+
Dominant Traffic Type
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 10© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential13482_05_2007 10
Wikis, Blogs, Mashups
Browser, Email/IM
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 11
SERVICEPROVIDER BUSINESS
CONSUMER
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 12
TELCO networks must be “video aware”
Cheap Core
SP DC App. OptimizationConcentrators
Business Consumer
Web 2.0 AppsWeb 2.0 Apps
Commoditized RouterConsumer CPEs,
App. Optimization Appliance
Session Control /Bearer Management
Core/Edge
CPE
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 13
Collaborazione a distanzaCisco TelePresence
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 14
Cis
co T
eleP
rese
nce
Solu
tion
B2B Connectivity
Management, Scheduling
HD VideoSwitch
TelePresence Endpoints
Service and Support
Firewall/NAT traversalQuality of ServiceVRF-aware SBC
SchedulingAutomated Call Launch
ManagementVideo Concierge
Software and HardwareTelePresence-Enabled
Multipoint
Group and Executive
Readiness assessmentsPlanning and design services
Operate services
Cisco TelePresence Solution ComponentsA Complete End-to-End Solution
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 15
Funzionalità – Naturalezza del meeting
BeneficiChiave
• Progetti e decisioni più veloci• Migliora l’efficacia delle vendite, del supporto, dei training e
delle riunioni• Risparmi economici e ROI elevato
Videotelefonia MeetingPlace
Videoconferenza
TelePresenza
Collaborazione a distanzaMeeting piu’ efficaci con il Video
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 16
Virtualizzazione erilevanza per SMB
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 17
Sell, Quote, Communicate, Collaborateand Close the Deal
Communication Information Collaboration
Click to Chat Click to Call
Business facebook
An SMB, with Instantaneous access to…..
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 18
Financial ServicesFinancial Services
SAMPLE MOBILE APPLICATIONS
E-mailE-mail CRMCRMOrder entryOrder entry Sales ReportSales Report KPI DashboardKPI Dashboard
InspectionsInspections HealthcareHealthcareSales Force AutomationSales Force Automation
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 19
Click to Chat Click to Call
Business facebook
WorkflowAccess SMBInformation
FindCommercial
Inspector
Access toSMB History
MobileCollaboration
Win the Deal!
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 20
CollaborationAll-in-One Communication Tool
Presence
Contact lists
Voice, Video, and Email
Preferred Device
Voice Mail Playback
Document Sharing
Conferencing
Directory Searches
Communication Logs
Unified Personal Communicator
Mobility
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 21
PRESENCE and HOSTING create value,user-centric collaborative experience
Mobile Datawith Voice
Mobile Phonewith Browser
IP Phonewith Browser
PartnerApps
Cisco Unity
CiscoUnified
Comm MgrCisco Unified Contact Center
Cisco Unified
MeetingPlace
Presence/SIPNetwork
SeamlessSeamlessCommunicationsCommunications
ExperienceExperienceCisco UnifiedCisco Unified
PresencePresence
CiscoUnified Video-conferencing
Standards-Based Video
Systems
AnalogPhone
Dual ModePhones
Cisco IPCommunicator
CiscoUnified IP
Phone7985G
Effectively Connecting Devices…
…to Intelligent Services in the Network…
SIP
SIMPLE
Cisco Unified CommMgr Express/ Cisco
Unified SRST
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 22
TELCO “applicationawareness”: un mercato inforte accelerazione
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 23
The Wow of Optimisation!
• Centralize or deploy applications directly from the data center• LAN-like branch user experience• No changes to clients, servers, applications• Preserve network and security policies
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 24
Data Redundancy Elimination (DRE): application-agnosticcompression eliminates redundant data from TCP streams providingup to 100:1 compression
Persistent LZ Compression: session-based compression provides upto an additional 10:1 compression even for messages that havebeen optimized by DRE
DRE DRE
SynchronizedDRE Context
LZ LZ
Q: How is it done?A: Cisco WAAS Advanced Compression
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 25
Since last year: more application visibility
SP MPLS/IP network
DC
DC
SCENME-APA
Site(aggregation of Subscribers)
Subscribers
Links
Domain(aggregation of Links)
SP NOC
PTM
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 26
Service daily usage for Branch OfficeMetric: total traffic volume (Megabytes)
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 27
Example: Banking Services
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 28
Concludendo
“Video everywhere” trasforma la Rete Convergenza …Virtualizzazione
…Ottimizzazione applicazioni: la domanda è increscita
Telcos, dafornitori di “pipe” e voce aNGN per “video collaboration”, “mobile workspacevirtualization” ed “application acceleration”
Queste opportunità sono “cross segment”
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 29
© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 30
Innovazione evalore nei"Managed Services”
Paolo CampoliSenior Director, Service Provider solutions and BDCisco European Markets