Internet Marketing Manager 2012

Phan Thanh Son

CTO, Business & Partner Development

Cisco Vietnam

INTERNET MARKETING MANAGER 2012

Shape Your Business For the Future:

Powering Transformation With Internet

sonphan70 sonphan1970 cun2000vn

Our World is Changing… Market Transitions Wait for No One

Businesses Networked IT as Differentiator

Economic Recovery… GDP Growth

Speed, Scale, Flexibility, Replication

Productivity

Public Sector Spending

Broadband

Global Competition

Information Economy Networked Economy

Social Networking

Innovation

New Threats… Evolving Everyday

Technology & Business

Architecture

Emerging Markets

Safety & Security

Natural Disasters

Innovation: Transforming the way business creates

• Innovation—defined here as the application of knowledge in a novel way, primarily for economic benefit—is becoming increasingly important for firms and governments. Business leaders value it as a competitive advantage. And government policymakers recognize that their economies will only prosper in an innovative environment.

• Innovation defined: Innovations have two main characteristics. First, innovations break the mould by applying knowledge in some novel way. Second, innovations are the result of a chain of events that starts with an original idea, invention or discovery, and then proceeds

Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Enhancement Innovation

Integration Innovation

Experiential Innovation

Process Innovation

Marketing Innovation

Broad Universe of Innovation Types Different Types Get Traction at Different Points

Value Migration Innovation

Line Extension Innovation

Value Engineering Innovation

Harvest & Exit

Renewal Innovation

Organic Renewal

Acquisition Renewal

Product Leadership Zone

Operational Excellence Zone

Customer Intimacy Zone Value

Renewal Zone

Geoffrey Moore

Managing Partner Dealing with Darwin

How Great Companies innovate at Every Phase of Their Evolution

Technology Adoption Life Cycle

Source: Cisco Visual Networking Index

21 Exabytes per month

4.8 Billion DVDs crossing the network

2010

56 Exabytes per month

12.8 Billion DVDs crossing the network

2013

5 Exabytes per month

1.4 Billion DVDs crossing the network

2007

Global Flow of Information

5 Devices per Person on Earth

2020

140 Devices per Person on Earth

Total 1 Trillion

2013 2010 2007

Total 35 Billion Total 50 Billion Total 500 Million

7 Devices per Person on Earth

1/10th of a Device per Person on Earth

Growth of Connected Devices

Source: Forrester Research, Cisco IBSG

Transitioning to a Post-PC World

PC World Post-PC World

Client OS

Server

Architecture

Applications

Devices

New choices at every layer of the Traditional Stack

2013 2010 2007

36 Exabytes

180 Exabytes

486 Exabytes

Video Traffic

of all Consumer Internet Traffic will be Video in 2013

Global Consumer Internet Traffic (Annual)

Video Will Dominate the Information Flow

Source: Cisco Visual Networking Index

Video Enables New Ways to Communicate

Importance of Visual Content/Materials • 30% of brain’s cortex devoted to vision, 8% for touch

and 3% for hearing

• More than 60% of communication is non-verbal

Sources: Human Productivity Lab 2006 Pearn Kandola; The Psychology of Effective Business Communications in Geographically Dispersed Teams 2006

People Remember…

30% … of What They See

70% … of What They See and Hear

20% … of What They Hear

Trends in Video

• More people are watching video

• Each person is watching more videos

• People are using multiple devices to watch video

2010 2007 2013

iPhone Apps Alone

250,000

Total Mobile Apps

3,000

Apps Worldwide

1,500,000

Growth of Software Applications

Source: Apple, Windows Mobile, Cisco Analysis ( Forecast of 2013 assuming consistent growth trends)

*

*

2013 2010 2007

New Security Threats

624,000 2,600,000 5,700,000 (projected)

Increase in Malicious Security Threats

Source: Symantec and Cisco Analysis

“… Mobile Data Traffic Doubling Every 3 Months.” “… Mobile Data Traffic Up 5000% in 3 Years.” “… Globally, Mobile Data to Increase 39 Times from 2009 to 2014.”

Source: Cisco

Mobile Experience Accelerates Globally

FUTURE OF

WORK Inter-company Collaboration

Millennials Mobile Experience

Clusters of Experts

1960 2010

Web

Cloud

Client Server

Minicomputer

Mainframe

1970 1980 1990 2000

Market Transition The Internet of Things (IoT) or Industrial Internet…

1997 1999 2001 2003 2005 2007 2009 2011 2013

Phase 3 Phase 1 Phase 2 Business Consumer Industrial

1%

5%

2%

3%

4%

Pro

du

ctiv

ity

Internet of Things The Network as the

Platform

Collaboration

Video

Virtualization/ Data Center

1990+ Connectivity

2000+ Inclusion

2010+ Engagement

Consumerization of IT

Social Media

Immersive Communication Technologies— Video and Mobility

Social Engagement

Revolution to Web 2.0 • Web 2.0 refers to the second generation of services available on the World

Wide Web that enable enhanced online collaboration and information sharing. While Web 1.0 was passive, based on browsing and buying pre-published pages, Web 2.0 provides an interactive platform for sharing information.

• Emerging Medias: – Blogs

– Digital Signage

– Email Marketing

– Mobile Marketing

– Online Communities

– Podcasts

– RSS Feeds

– Search Marketing

– Television Advancements

– Video Game Advertising

– Viral Videos

– Webinars

– Wikis

21st Century Skills: What Learners Need to Know

Life and

Career

Skills

21st

Century

Content

Core

Subjects

Learning

and

Thinking

Skills

ICT

Literacy

Information Literacy

Communication

Media Literacy

Technology Literacy

Social Networking

ICT

Literacy

Shift in The Path to Purchase

Source: Mars advertising, inc; Advertising, Marketing, and Communications roundtable research; MLC research.

THE NEXT INTERNET

The Network Platform

MOBILITY / GLOBAL SCALE / CONTENT IN CONTEXT / RICH INTERACTION

Time

Growth/

Value

THE FIRST INTERNET

IP Network

Data Transport

Messaging Platform

Price/ Performance

Vertically Integrated

Architecture

Media

Experience

Platform

Collaboration

Platform Sustainability

Distributed

Virtualized

Architecture

Data Transport

Messaging Platform

Price/ Performance

Vertically Integrated

Architecture

Evolution of the Internet

The Network Platform

Cisco Strategic

Focus

Media Experience

Platform Sustainability

Collaboration Platform

Distributed, Virtualized Architecture

Next Internet

Evolution of the Internet and Cisco Strategic Focus

Network Platform: Foundation for Business-Critical Capabilities

Energy Education Healthcare Cities Government Retail

Network Platform: Enabling New Business Models

Smart Grid 21st Century Education

Virtual Healthcare

Smart + Connected

Communities

eGovernment eRetail

More Demanding Environment for Business

Rising Expectations

Consumers/Staff want the

same on-demand, authentic

experiences they are used to in

their personal lives

37% of Workers…Use Non-IT Supported Technologies at Work

Market Velocity and Volatility

New Competitors, New Business

Models, Accelerated Business

Processes, etc.

30% Decrease…in Product

Development Time-to-Market…

Financial Pressures

Innovation Everywhere

Innovation can come from

ANYone, ANYwhere, and

at ANYtime

>50% of Product Innovation Comes from Customers, Suppliers and Partners at P&G…

<2% of 2500 Large Global

Companies…Showed Positive Value

Growth…

New Market expectations are

creating conflicting growth-expense

management objectives

© 2010 Cisco Systems, Inc. All rights reserved. 27

Execute upon robust portfolio

Deliver upon

architectural plays

Improve Productivity Increase Efficiency

Maximize Shareholder Value by Maximizing Company Performance

Innovation Strategy

Operational Excellence

Strategy

Personalized AND Pervasive Agile AND Efficient Open AND Controlled

Engaging Customers, Employees and Partners in New Ways Enabled by Process, Culture, Technology

Flexible Manufacturing

Partner Central

Boards, Councils and Work Groups

Innovation Zone

Virtual Theater

Integrated Workforce Experience

Technical Communities

Smart Services

Market Leadership, Rapid Growth Through Adjacencies, Strong Profitability Through the Cycle

Process Culture Technology

Cisco Is Evolving the Business Model to Unleash the AND

2001 1985 2011 2016

Stages of Cisco’s Evolution…

1991 2001 2011

$10B

$40B

BIL

LIO

NS

Innovation

Integration

Simplification

Enable more attendees and speakers to participate, in-person or virtually.

Engage attendees and experts in two-way conversations using chats, polls, communities, social media, and social video.

Improve effectiveness by monitoring and replying to attendee social media comments.

Find only the video content and speakers you want, saving hours of time watching entire videos.

Transform Training and Event Management Achieve Higher Business Performance

Participate In-Person or Virtually

Host Two-way Conversations

Improve Effectiveness

Find Just the Right Content

Workflow Scenario (BEFORE)

CONTENT

AVAILABLE

IN-HOUSE

ONCE

PER YEAR

LIMITED

INTERACTIONS 22

Workflow Scenario (AFTER)

ATTEND

ON THE GO

REMOTE

ACCESS

GRANTED

COMMUNICATE

WITH SPEAKER

ATTEND FROM

THE OFFICE

COMMUNICATE

WITH ATTENDEES

FULL DYNAMIC

INTERACTION

VIEW RECORDED

CONVERSATIONS

DOWNLOAD

CONTENT

AVAILABLE

YEAR-ROUND

CONNECT

AFTER EVENT

Thank you ! Cam ơn !