© 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