Financial Market Growth Strategies for Cisco's Competitive Advantage

1. FY’09 UK Finance Plan

2. Key Market Transitions – driving growth Drivers • Competitive advantage of being ‘closer’ to the market price for Traders • MTF’s – reducing cost of trade and providing an anonymous trading facility • Demand for real time face to face trading and global collaboration • Regulated Markets – reaction to competitive threat of MTF’s Opportunity for Cisco • Virtualisation & low latency products • Video (incl CCTV), Telepresence and IP Trader voice between Trading Floors • Data Centre and Security • Collaboration technologies Next Generation Trading Environment Drivers • Sarbannes Oxley • Basel II • MiFiD • Data Standard Security (PCI) Opportunity for Cisco • Data-centre consolidation, virtualisation and automation • Collaboration • Security Regulation & Compliance

3. Key Market Transitions – driving growth Drivers • Enhance the customer experience • Reduce cost per transaction • Attracting & retaining & cross sell profitable customers • Automating processes for non-profitable customers Opportunity for Cisco • IPCC • UC – personalised service to valued clients • DMS – relevant content – real time • Telepresence – Virtual Advisor/Expert Advisor • ‘Light’ technology in branches • CCTV – security, queue management, etc. Finance Consumer Customer Experience Drivers • Reduce Cost/Income ratio – improve employee productivity, reduce travel, etc. • Standardising processes and operations to reduce cost and manage risk • Corporate social responsibility Opportunity for Cisco • WAAS to reduce bandwidth costs / BQM to optimise application use of bandwidth • Data Centre Virtualisation • UC & Video • Services Operational Excellence

4. FY09 RSM Plan – Key initiatives

5. FY09 Key initiatives - detail • How will we be able to track progress against activities? • What are the detailed actions that will be required? • Detail what you expect cross functional teams to deliver as well as your own team • What group of activities are required to capture the opportunity

6. On-Going Business Initiatives • Churn campaigns • Cisco Discovery – EOL/EOS • ROI based on new products • Emerging Technologies • Ironport, CCTV, Webex, etc. • Discount governance • Cisco Capital, CTMP, OIP? • Teamwork & Collaboration • Within operation, within UK&I, global • City based customer user group • Monthly newsletter, monthly get-together, etc.

7. Support from UK&I Marketing • CXO Events to deepen and develop new CxO relationships • Ongoing senior level ‘business’ engagements • Understanding of Cisco’s architectural approach to address business issues and deliver competitive advantage. • Regular forum to deliver specific vertical propositions to key technical decision makers • Ongoing senior level ‘technology’ engagements • e.g. low latency

8. Support from EU Segment Vertical • ‘Regular’ EBC in a box • Subject matter expertise for CxO events • Business level monthly/quarterly newsletter • Monthly ‘summary’ of relevant vertical news items • e.g. FinXtra, Waters, etc. • Liaise with channel team to build alliances between Cisco partners and vertical application partners

9. Support from Cisco Capital • More education on how to leverage Cisco Capital’s proposition • Cisco high touch • Partner sales account managers • Case studies • Targeted CFO engagement • Install base prospect review (S&LB of existing infrastructure) • CFO round table • Creative install base management programs (like 6k to Nexus program) • Programmatic propositions with channel partners (e.g. price per phone)

10. Support from Channel • Educate high touch team as to which channel partners have specific focus / solutions on the finance sector • Education on our relationship with the consultants, outsourcers and systems integrators • Liaise with segment team to build alliances between Cisco partners and vertical application partners • Work with BT, IBM and HP to create a ‘Cisco relevance’ within their client teams • CAM’s visibility in the City office • Status and feedback on the CUWL partner initiative for our customers

11. Support from IBSG • Specific account engagement ? • Market knowledge & Education • Etc, etc…

12. Critical Success Factors • European Finance vertical marketing engagement with the field • All CA engages in pre-sales work • All CA works with HT to create relevant solutions / services • Cisco Capital works with HT to create relevant financial propositions • e.g. mid-market ‘low overhead’ offerings, voice per port offering, etc.

13. Names of accounts with sub vertical

14. FY09 SE Plan – Key initiatives