© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 1 September 2011 © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
Managing the Data Deluge Nick Adamo, SVP, Global Service Provider Market Segment Cisco Systems
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 2 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
global mobile In data traffic grew
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 3 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
of mobile device usage
indoors, home and office
traffic will grow
with
In
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 4 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
of tablet traffic was offloaded
to Wi-Fi networks
In
of smartphone
traffic was
offloaded;
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 5 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
of all fixed and mobile
devices will be
or
By
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 6 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
more than ALL Mac
sales in !
iPads sold in
;
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 7 September 2011 Source: State of the CIO 2011 Study, CIO Magazine
Mobile Apps will be Downloaded
per year
= in ARPU
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Addressing
Spectrum
Requirements
Managing
Traffic
Growth
Monetizing
and
Differentiating
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Macro 2G/3G/4G
Business Community Consumer
Wi-Fi
Femto
Overall Capacity Not Keeping Pace with Data Demand Small Cells Increase
Existing Capacity
Source: Agilent
1000
100
10
1
1990 1995 2000 2005 2010 2015
Spectrum
Macro
Capacity
26x Growth
Gro
wth
Average
Macro Cell
Efficiency
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 10 September 2011
• Mobile data traffic expected to increase 26x from 2010 to 2015*
• Usage consumption patterns are shifting
• Majority consumption occurs indoors (home, office, venues)
• Wi-Fi coverage is readily available at most locations
• According to Millennial Media, 1/3 of impressions comes from Smartphones connected over Wi-Fi networks
Source: Strategy Analytics
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―We’re entering the post-macrocell
era where radio type no longer
defines the network architecture—
and small cells are critical in delivering
the mobile Internet.‖
John Chambers Chairman and CEO, Cisco Systems
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 12 September 2011
Key SP Wi-Fi Requirements
Mobility, Carrier-Grade, Scalability, Security
Cisco Solution Pillars
Intelligent
Radio
Unified
Architecture
Seamless
Experience
Converged
Core
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 13 September 2011
• Mobile Internet Demand is non-uniform
• Peaks of demand in certain hotspots can exceed cell capacity
• Baseball stadium deployment—5500 devices generating 52 Mbps traffic
• 12,000 devices attached to Wi-Fi during Superbowl XLV
• How to scale metro—continuing splitting cells or do something different?
100
30
Cu
mu
lative
Tra
ffic
80
70
60
50
40
20
90
10
0
0 20 40 60 80 100
Spatial Traffic Distribution
Percentage Geographic Area Covered
Mobile Voice (Mins)
WiFi (Clients)
Mobile Broadband (MB)
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Addressing
Spectrum
Requirements
Managing
Traffic
Growth
Monetizing
and
Differentiating
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90%
Data Cap
Reached
BYOD
Lifestyle Devices Internet of Things App Freedom
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Lifestyle Devices Internet of Things App Freedom
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100M Subscribers
10M Subscribers
1M Subscribers
Voice Signaling Data Signaling Roaming Signaling Keep alive Signaling
Browser Phone in Motion Multiple Apps Phone Call
100s of signals
in minutes
by one user
Lifestyle Devices Internet of Things App Freedom Unpredictable
Signaling
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Sodas LOW
Customer
Preferences
Maintenance
Engine Usage
Lifestyle Devices Internet of Things App Freedom
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New Normal Old Normal
User
Access
Services
Usage
Architecture
People
Homogeneous
Voice and Data
Predictable
Static
People and Things
Heterogeneous
Experiences
Unpredictable
Elastic
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 20 September 2011
3G
4G
Lifestyle Devices 3G to 4G and WiFI
Bearer
Signaling
App Freedom Unpredictable Signaling
Internet of Things Machine to Machine
Sessions
Transactions
Throughput Services Small Cell
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Services
SGSN
3G
MME
LTE
GGSN
3G
SGW
LTE
PGW
LTE
FW
IPsec
PCRF
IMS
DPI
Signaling and Bearer
Any Access, Any Service, Any Analytics, Auto Sizing
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Video Cloud Services
IP Edge and Core
Evolved Packet Core
Unified Mobile Backhaul
Macro Radio (2G, 3G, LTE, A-LTE)
Mobile Cloud Services
Intelligent Network Elastic
Computing
Elastic
Computing
Resource
Optimization
Resource
Optimization
Elastic
Core
Network
Virtualization
HETEROGENEOUS ACCESS
Unlicensed Small Cell (SP WiFi)
Licensed Small Cell (Femto)
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Addressing
Spectrum
Requirements
Managing
Traffic
Growth
Monetizing
and
Differentiating
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Subscriber
Network
Application
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Dwell Time on Laurel Street
7:00–9:00am:
4 minutes, 22 seconds
Typical Path Taken Dwell Time at Coffee Shops
7:00–9:00am:
4 minutes, 22 seconds
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 26 September 2011
Airport Travelers Located
8:00–10:00am
Airport Traveler Density
Devices Percentage Targets
2315 60.01 1
834 21.62 2
709 18.38 3
Airport Traveler Paths
Location Status Capacity
Location A OPEN 20/50
Location B CLOSED 100/100
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Lifestyle Devices Internet of Things App Freedom
Elastic
Architecture
Elastic Core Network
Virtualization Heterogeneous
Access
Resource
Optimization
Elastic
Computing
Monetizing
and
Differentiating
Addressing
Spectrum
Requirements
Managing
Traffic
Growth
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Thank you.
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=
=
Tablet
Internet-Enabled 3DTV
Internet-Enabled HDTV
64-bit Laptop/PC
Gaming Consoles
1.2 X (monthly 32-bit laptop fixed traffic)
= 4.1 X (monthly 32-bit laptop fixed traffic)
= 2.0 X (monthly 32-bit laptop fixed traffic)
= 3.2 X (monthly 32-bit laptop fixed traffic)
3.4 X (monthly 32-bit laptop fixed traffic)
Source: Cisco VNI Global Forecast, 2011–2016
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An Elastic Architecture addressing the New Normal
Introducing the Elastic Packet Core
• Expanding the ASR 5000 to ASR 5000 Series
• ASR 5500 for the next decade: superior economics, incremental monetization
Customer Momentum: • TBC
Industry’s first Elastic Architecture for the Next Gen Mobile Internet
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 31 September 2011
An Elastic Architecture for the New Normal
Introducing the Elastic Packet Core
• Expanding the ASR 5000 to ASR 5000 Series
• ASR 5500 for the next decade: superior economics, incremental monetization
Customer Momentum: • TBC
Industry’s first Elastic Architecture for the Next Gen Mobile Internet