© 2010 Cisco Systems, Inc. All rights reserved.MWC 2010 1

Mobile Innovation: Vision 2020

Suraj Shetty

Vice President, Service Provider Marketing

Mobile World Congress

February 17, 2010

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Next Gen Technology Architecture: The Infrastructure Needed

Next Gen Business Architecture: The New Revenue Model

Mobile Internet 2020: Explosive Growth, Related Challenges

We’ll cover…

From a Service Provider Perspective

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Mobile Video: 66% of Mobile Data Traffic by 2014

66%

8%

4%

108% CAGR 2009–2014

Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014

5%

17%

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Business Challenge: Revenue/Cost Balance is Shifting

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Traditional Services

Voice, SMSData Connection

Mobile InternetIP Data ServicesVideo ServicesUnified Comms.Cloud Services

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Business Challenge: Revenue/Cost Shifting to Mobile Internet

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Traditional Services

Voice, SMSData Connection

Mobile InternetIP Data ServicesVideo ServicesUnified Comms.Cloud Services

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B2B2C Two-Sided Markets

Industry Side 1 Side 2

Customers

Customers

Advertisers

Customers

Consumers

Sellers

Merchants

End User Search

Merchants

Artists

Auctions

Retailer of Goods

Internet Search Engines

Credit Card Networks

Music/ Record Labels

Platform Examples

iTunes

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Next Gen B2B2C Business Architecture

SPs Will Transition from Today’s One-Sided to a Two-Sided Business Model

E-tailers

ContentBroadcasters

Advertisers

ContentAggregators

ApplicationProviders

B2B B2C

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NationalData Center/

VHO

NationalData Center/

VHO

RegionalData

Center/VSO

RegionalData

Center/VSO

SP Services/Content Third-Party Services/Content

Business

IP Core

Edge/ EPC

Access/ Agg

B2B2C Technology Architecture

SP DC / CloudMobile Internet

Video

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Business

Intelligent Services: Context Aware Services to Any Subscriber on Any Screen

NationalData Center/

VHO

RegionalData

Center/VSO

RegionalData

Center/VSO

NationalData Center/

VHO

IP Core

Edge

IP RAN

EPC

SP Services/Content Third-Party Services/Content

Presence

Subscriber Profile/Identity

Network Profile/Identity

QoS Content Insertion

SMS

LocationMessaging

PolicyIMS B

2C

B2B2C

Customers pay for unique personalized services streamed to multiple devices

Content/Service Owners pay to tailor services to user, device, location and presence

Dynamic and Personalized Multimedia Services

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Video Content Provider

Content Delivery Servers

Video Content Provider

Subscriber Churn

Slow Response

Enhanced Experience

Customer Loyalty

Fast Response

New Revenue

B2B

B2C

Multimedia Experience: Dynamic and Assured Delivery

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Mobile Internet Growth and IPv4 / IPv6

Mobility / Device Proliferation

Embedded Internet

Internet-connected devices accelerating at an exponential rate

The ‘Embedded Internet’ will consist of over 15 billion devices by 20151

SmartGrid : 110 million households in US alone

1 – Intel Embedded Internet Projections

New IPv4 addresses exhausted as of 2011

Adoption of IPv6 essential for continued Internet growth

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