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Preparing for the Gigabyte Lifestyle. Kittur Nagesh Director, Service Provider Marketing Cisco Systems, Inc. Mobile Internet is Radically Transforming Everything. 66 Fold Increase in Data Traffic by 2013 – 14. Handsets. Broadband. Applications. Pricing.

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preparing for the gigabyte lifestyle

Preparing for the Gigabyte Lifestyle

Kittur Nagesh

Director, Service Provider Marketing

Cisco Systems, Inc.

mobile internet is radically transforming everything
Mobile Internet is Radically Transforming Everything

66 Fold

Increase in Data Traffic by 2013–14

Handsets

Broadband

Applications

Pricing

power center shifting towards content applications
Power Center Shifting Towards Content & Applications…

Mobile Operators Risk Becoming Dumb Pipes for OTT Players

CE

Vendors

Service Providers

Content

Providers

Content

Aggregators

Application

Providers

Users

Skype

UC Apps

to be profitable service providers need to transform into experience providers
To be Profitable, Service Providers Need to Transform into Experience Providers

Experience Provider

Connectivity

Uplifting Forces

Customers value convergence

SPs aggregate services

Exploit network as platform

3-5 Years

Focus on value add & differentiation

Status Quo

Today

Gravitational Forces

Regulation

SP’s inability to innovate fast

Competitive Pressure

Focus on bandwidth and price

Build 5 phase plan

mobile landscape 2015

Scalable to Billions of Devices and Gigabyte Lifestyle

Mobile Landscape 2015

Intelligent IP Devices & Networks

Personalization

Cloud

Connection between people, content and machine

Enhances mobility of content and services

Mobile device as personal remote control

Secure, multimedia, interactive experience

Performance, scalability, security, reliability & intelligence to shape transaction and experience

Incremental Revenue for Operators

delivering integrated end user experience
Delivering Integrated End User Experience

Application

Device

Usage

Service

Roaming

Time

Location

performance full power of network intelligence end to end
Performance: Full Power of Network Intelligence End-to-End

Leadership Portfolio of Products in Each Category

Scaling the All-IP Network200 Mbps per Cell Site

IP Core

Data Center

Mobile Core

IP/MPLS

DWDM

IP EDGE

(RAN + Control)

IP/MPLS

10/100GE or

DWDM

RAN Access

Ethernet

Access

x50

x20

x10-50

2-10 Tbps

200 Mbps

10Gbps

200 Gbps

2941/3400/ ASR 1000

3400/4500/

ASR 1000

7600

ASR 9000

CRS-1/ Nexus

cisco architecture allows sps to transform their business models enabling the monetization journey
Cisco Architecture Allows SPs to Transform their Business ModelsEnabling the Monetization Journey

Business Models

CloudApplications

Personalization

Multimedia ExperienceProvider

Location

Business Flexibility

Intelligent IPNetworking

App StorePartnerships

Machine to Machine (M2M)

Operator App Store

Fair Usage Policy

Walled Garden

QoS

Proprietary

App Bundles

Network Intelligence

impact of gigabyte lifestyle
Impact of Gigabyte Lifestyle

Mobile Ecosystem Needs to Innovate New Business Models

All you can eat packages will give way to intelligent services/billing

Industry Evolves Towards Open APIs and Interoperability

Networks Need to Scale for Multimedia Applications, Personalized Services, and Billions of Devices