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Managed Services Channel Program Next Generation. WW Channels August 2010. Why Managed Services?. Global IT spending growth = 5.1% CAGR Global Manages services spending growth = 25% CAGR. Businesses. Managed Services $68B >16% CAGR (2013). Cisco Partners. Managing

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why managed services
Why Managed Services?

Global IT spending growth = 5.1% CAGR

Global Manages services spending growth = 25% CAGR




>16% CAGR


Cisco Partners


  • Expenses; CapEx => OpEx
  • Employee Productivity
  • Customer Satisfaction
  • Technology Leverage, Risk


  • New, high value, recurring revenue
  • Innovative service delivery models
  • Integrated “on-demand” services
  • Accelerated time to value


  • Economy forcing alternatives
  • Power requirements
  • “X as a service” culture
  • Virtual vs. in-person acceptance
market landscape
Market Landscape

…Changing Customer demands: In 2–5 years 40 % of business customers will buy ICT from the cloud.

“20% of companies will no longer run ICT equipmentin-house 3 years from now.”

“Major global telcos…leveraging formidable existing centralized computing and network management assets.”

“By 2013, Hosted UC will represent 30%+ of Cisco’s addressable UC market.”

why managed and cloud services
Why Managed and Cloud Services


Managed/Cloud Services


Economy ForcingAlternatives




15% CAGR(2014)*

  • Globalization
  • CapEx vs. OpEx
  • Technology risk
  • User experience
  • Power needs
  • X as a service culture
  • Virtual vs. in-person acceptance
  • Social Networking Generation
  • New, high value, recurring revenue
  • Innovative service delivery models
  • Integrated “on-demand” services
  • Accelerated time to value

Cisco Partners

* Forrester Research, Jan 2010: Cisco commissioned research on Global Managed Services Opportunity

what is cloud
What is Cloud?

Cloud Computing (Public Cloud)



Anywhere, Anyone, Any Service

IT Resources and Services that are abstracted from the underlying infrastructure and provided “On Demand” and “At Scale” in a multitenant and elastic environment


Source: Cisco IBSG

consumption models evolve with technology new rules new game
Consumption Models Evolve with TechnologyNew Rules. New Game

Cisco Customer Premise


Managed & Cloud Services

Classic Resale

Managed Services


(Compute, Network, Storage)

CPE-based Services




Next Generation Data Center


Collaboration Solutions






managed services channel program
Managed Services Channel Program

Tailored to reward partners who deliver Cisco technologies as a managed or cloud service.

The Cisco Managed Services Channel Program is one of three offer types in Cisco’s Channel Partner Program.


Managed Services


Technology sold to

customer by partner

Maintenance Services may be included

Technology or XaaS sold or leased to customer by partner

Proactive Monitoring and Management from partner’s Network Operations Center (NOC) as outlined in Service Level Agreement

Technology sold or leased to customer by partner

Long term contract including physical assets and human resources

managed services channel program framework

Cisco Powered Managed Service


Tiered NOC requirements

Managed Services Channel Program Framework



  • Financial Rewards
    • Escalating Discounts, Rebates, Incentives
  • Marketing Rewards
    • Envision, Build, Market and Sell

MS Community



Cisco Powered Rebate

Master logo

Cisco Powered logo

ProactiveSLA with the end customer

Certified staff and processes


Audited at top two levels of the program

White labeling opportunity across all levels

define managed services
Define Managed Services

How does Cisco define Managed Services?

Information Technologies Delivered as a Cloud or Finished Solution, Managed Remotely by Highly Skilled Professionals from a Network Operation Center (NOC)

  • Qualifying MSCPtransactions must meet the following:
    • SLA with terms > than 12 months between partner and end user customer
    • SLA must define service obligations
    • Customer equipment must be proactively monitored from the partner’s NOC

Managed Services Are Proactively Monitored and Providers Can Troubleshoot Incidents from the NOC, According to Defined Service Level Agreements (SLAs) Negotiated with End Users

Managed Services are often Offered on an Operating Expense Basis That Requires No Capital Outlay for the End User Customer

program structure
Program Structure

How is MSCP Structured?

Three levels with graduated benefits and requirements based on depth of capabilities:



I Eligible to apply for Cisco Powered Managed Services I

  • Cisco MSCP criteria based on major industry framework: Information Technology Infrastructure Library (ITIL®)
  • Cisco conducts independent third-party audits of partner NOC procedures and capabilities
  • Annual renewal
program requirements
Program Requirements

What are the program requirements?






All products covered by an end user SLA

Point of Sale Reporting

Direct Cisco Contract or valid ICPA

Subject ATP or Specialization required for any restricted products

Premium ITIL processes and defined SLA reports and metrics

ITIL¹ = 1

CCIE² = 2

Cisco-based MS offers = 2

SLA and references

ITIL¹ = 1

CCNP² = 2

Cisco-based MS offers = 2

SLA and references

Basic ITIL processes and defined SLA reports and metrics


Cisco-based MS offers = 1SLA and references

ITIL¹ = 1

CCNA² = 2

Allow white label collaboration with Master or Advanced MSCP partner

NOC Audit


1 = an individual with an ITIL Foundation certificate (version 2.0 or later)

2 = highly recommended that one individual be certified in SP Operations

what are the program benefits

Get access to resources to help you envision, build, market, and sell your services

  • Connect with the members of the Managed Service Community
  • Graduated discounts by program level for products on the Global Price List**Restricted products still require corresponding qualifications
  • New Master Managed Services logo and Cisco Powered Managed Services
What are the Program Benefits?

Managed Services Community

Product Discounts

Branding and Recognition



  • Target most profitable services
  • Engage in strategic planning
  • Quantify business impact and align with goals


  • Increase staff expertise and optimize network
  • Reduce risks and costs
  • Facilitate highest standard of service delivery
  • Increase demand for services and expand market share
  • Connect customers faster
  • Accelerate time-to-revenue

Accelerate Your Managed Services Success

Market & Sell

managed cloud services community benefits for partners at two levels
Managed/Cloud Services CommunityBenefits for Partners at Two Levels





  • Case studies *
  • Envision (Service Creation) resource kits
  • Business analysis tools
  • Best practice resources
  • Custom managed service market research
  • Market intelligence update
  • Marketing benchmarking studies
  • Partner Practice Builder NEW
  • Managed/Cloud Services Insight Group Subscription NEW
  • Online technology practice labs *
  • Networkers @ Cisco Live benefits *
  • CCIE support *
  • Service designation architectures
  • Technical whitepapers and best practices
  • Technical training courses 200+
  • Educational webcast series
  • Cisco brands *
  • Co-branded press release *
  • Cisco Live Partner Pavilion *
  • Cisco Partner Summit NEW *
  • Partner Space
  • Sales and marketing toolkits
  • Vertical industry resources
  • Go to market DG plays NEW
  • Sales training
  • Educational webcast series
  • Campaign Builder NEW
  • Partner Marketing Central NEW
mscp benefits portal convenient access to all the tools you need
MSCP Benefits PortalConvenient access to all the tools you need

Consolidated info available by business role: Business Owner, Product Manager, Network Engineer, etc.

Go to:

Find the benefits you need, delivered the way you need them

managed cloud services insight group thought leadership on managed cloud services
Managed/Cloud Services Insight GroupThought Leadership on Managed/Cloud Services

Automatic subscription for: Cisco Powered Program/MS Community Members

MSCP Partners

  • Subscribers can include:
    • All Partner types: MSPs, VARs, SIs, Distis, etc.
    • All Individuals interested in hearing the latest on managed and cloud services
  • Thought Leadership Features: Market perspectives, trends, & analysis
    • Webcats, podcasts, white papers, and more
  • Requirement: Interest in Managed/Cloud Services
    • No cost
    • No special membership
    • No designations/certifications
partner practice builder build a customized action plan for your services
Partner Practice BuilderBuild a customized action plan for your services

Evaluate and prepare all aspects of your business for services roll-out.

Build a customized action plan for your service.

global coverage
MSCP grants certification rights globally for all countries registered in our Partner database

MSCP allows two types of Partner-to-Partner (P2P) collaboration:

Global Coverage

How does MSCP address the global nature of Managed Services?

Global Partner Network:

Extends your geographic reach to support multinational customers

Requires a legal business presence and signed ICPA in each region

White Label (WL)

Extends remote monitoring capabilities

program combinations
Program Combinations

Can MSCP be combined with other Cisco programs?


  • Deal Standard Authorizations (DSAs)
  • Technology Migration Program (TMP)
  • Opportunity Incentive Program (OIP)
  • Solution Incentive Program (SIP)
  • Trade In Accelerator (TAP)
  • Special promotions & incentives as outlined in the promo terms and conditions


  • Value Incentive Program (VIP)

Program combinations does not imply direct discount stacking. See program details for applicability of program combinations.

partner application enrollment process
Partner Application Enrollment Process


  • Auditor report is reviewed by Certification Program Manager within 20 days of receipt. Confirms actionable items have been completed.





  • Auditor submits full audit report to Certification Program Manager within 5 business days of audit completion.


  • After action items addressed (if applicable) Certification Program Manager sends approval notification to partner.


  • Auditor provides audit summary including actionable items to partner within 24 hours of audit completion.


  • Partner to work with account team to determine if MSCP fits their business model.


  • Onsite audit occurs.
  • Partner completes online application and agrees to the program terms and conditions.


  • Auditing firm contacts partner and account team to schedule audit.


  • Certification Program Manager authorizes audit. Partner information is sent to third-party auditing firm.






  • Partner accesses the Certification and Specialization Application (CSApp) website.
  • Certification Program Manager notified of partner application submission.
  • Certification Program Manager reviews application and responds to partner within 5 business days of submission.
Register as a Cisco channel

Explore MSCP

MSCP Onboarding Kit

MSCP Benefits

MSCP At-a-Glance

Prequalification Worksheets

Program Questions & Answers (QA)

Partner to Partner Collaboration At-a-Glance

Read the detailed audit requirements and program

Apply for

MSCP Host/


What resources are available?

Contact your local CAM or AM for more information

cisco powered services for master and advanced managed services partners
Cisco Powered Services for Master and Advanced Managed Services Partners
  • Unified Threat Management
  • Firewall
  • Intrusion Prevention/Detection
  • Payment Card Industry
  • First Mile Wireless
  • Application Performance Management
  • Data Center Interconnect
  • WAAS
  • Private Cloud (IaaS)
  • TelePresence Network Connection
  • Internet Service
  • IP Trunking
  • Metro Ethernet

Managed Services Master

Reflects greatest depth of partner expertise

  • Business Comms.
  • HCS (UCaaS)
  • Unified Contact Center

Cisco Powered Managed ServicesReflects capabilities in a particular technology

  • TelePresence
managed services channel program1
Managed Services Channel Program

Global Partner Network (Host-Agent)

Extend Your Global Footprint

  • Collaborate with other qualified Cisco partners to support customers in remote locations.

Managed Services Host requirements:

  • Managed Services-Master approved partner, including audited NOC
  • Select qualified Agent(s) to deliver your solution in remote locations
  • Negotiate terms and conditions with Customer and Agent
  • Manage the entire transaction

Managed Services Agent requirements:

  • Premier resale certified, or above, in the landed country
  • Specializations and/or ATPs to purchase restricted access products in landed country
  • Signed agent terms and conditions
  • If Cisco Services are attached, agent is required to use Cisco Branded Resale Services unless agent is a Service Alliance Partner or if Next Business Day delivery is unavailable.
  • Agent Benefits
  • Incremental revenue opportunity
  • Leverage existing local process
  • Provide proven capability at destination
  • Host Benefits
  • Own customer relationship
  • Deliver in remote location without incremental investment
  • Manage end-to-end deal globally
  • Mutual Benefits
  • Maximize customer opportunity
  • Faster adoption of new technology
  • Global deal deployment
noc delivery model with partner to partner managed service
NOC Delivery ModelWith Partner to Partner Managed Service



Incident resolution

Problem Management

Patch Management

Elective Changes

Application Scripting

Operational and

Business issues



Stewardship and



Technical issues

via platform

  • White Label Producer will be responsible for Service Activation, Incident, Problem, Change, and Configuration Management, Customer Engineer
  • White Label Marketer will provide Customer Relationship Management and Operational support
    • Relationship Management during Activation, Customer Management, Regular Stewardship, Account Management

White Label Producer


managed services channel program2
Managed Services Channel Program

Partner Collaboration White Labeling

Extend Your Capabilities

  • The Producer - develops and delivers a managed service, is responsible for the NOC management, monitoring and trouble resolution of the service.
  • The Marketer - re-brands and sells the service as if its their own, is responsible for managing all aspects of the customer relationship (CRM) as defined by the end user contract and Service Level agreement (SLA)

White Label Marketers at the Managed Services-Express level must:

  • Have a NOC, or contract NOC services with a qualified provider
  • Provide all customer relationship management
  • Have 2 full time CCNA's
  • Have 1 full time ITIL® Foundation trained employee
  • Have at least one Cisco-based service offering
  • Have a Cisco White Label Addendum and a contract with the Producer

White Label Producers must:

  • Be an approved Managed Services-Advanced or -Master partner
  • Have a Cisco White Label Addendum and a contract with the Marketer
  • Marketer Benefits
  • Extend capabilities to address customer needs
  • Own customer relationship
  • Producer Benefits
  • Scale
  • Incremental revenue from distributed sales force
  • Mutual Benefits
  • Maximize customer opportunity
  • Faster adoption of new technology
  • Global deal deployment