© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 1

Rabih Dabboussi

Rabih.Dabboussi@cisco.com

Director, Systems Engineering

Director, Service Provider Segment

Emerging Markets

March, 2012

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 2

Cloud is a reality TODAY! (Past Examples)

Internet 3.0?

Web 2.0, Next-Wave of Apps………….

The internet will continue to evolve bringing along new business models!“Network as the Platform”

The Pragmatic View: Not totally New, continued Evolution!

The CloudLet’s start with a definition

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 3

… the “C” word, old tricks or a new paradigm?

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Pervasive Communications

is the REAL new paradigm

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Rapid Productivity Gains Can Raise the Standard of

Living for People Around the World. +++

Why Productivity Matters

For every 10% increase in BB. 1.3% increase in GDP!

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North America

22.3 EB/Month by 201526% CAGR, 3X Growth

Western Europe

18.9 EB/Month by 201532% CAGR, 4X Growth

Central/Eastern Europe

3.7 EB/Month by 201539% CAGR, 5X Growth

Latin America

4.7 EB/Month by 201548% CAGR, 7X Growth

Middle East & Africa

2.0 EB/Month by 201552% CAGR, 8X Growth

Asia Pacific

24.1 EB/Month by 201535% CAGR, 4X Growth

Japan

4.8 EB/Month by 201527% CAGR, 3X Growth

Source: Cisco Visual Networking Index (VNI) Global IP Traffic Forecast, 2010–2015

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Seamless and Integrated Communications: Shifting Environment

Traditional Experience

2G, 3G ...Circuit

Network Services

Access Focus

Te

ch

nic

al

Bu

sin

es

s

3G, 4G, WiFi, Femto

IP ConvergenceCloud

Services Focus

Operator Competitors

Voice RevenuesWalled Garden

B2C Model

OTT CompetitorsMultimedia Revenues

Hosted, OTT, App Store

B2B2C Model

Next-Gen Mobility

IP

Collaboration

Entertainment

InformationEnd UserExperience

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Changing Environment; Shifting Borders

IT Consumerization

Device Border

Mobile Worker

Location Border

Video/Cloud

SaaS

Application Border

External-FacingApplications Internal

Applications

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 9

BusinessArchitectures

TechnologyArchitectures

Network as the Platform

Differentiated Architectural Approach

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Technology: Network, Radio, Device

Applications: Mobile, Portable, Rich

Behaviours: Social, Visual, Collaborative

Innovations Driving the Paradigm Shift!

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-622044-00 NDA Presentation

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Cloud Services Market Forecast & Players

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 12

Cisco Cloud IndexGlobal Datacenter Traffic by Destinatio

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

2010 2011 2012 2013 2014 2015

Zett

ab

yte

s/ Y

ear

Datacenter-to-User

Datacenter-to-Datacenter

Requires Next Generation DC Architecture

76%

7%

17%

77%

5%18%

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Service Creation Methodology is Essential

Envision innovative new cloud services

Unmatched technology and

partner ecosystem

Demand creation and fulfillment

Sales and Marketing

Product Management

Engineering and Operations

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Space, Power, B/W

CustomerOperating System

CustomerInfrastructure Service Provider

Infrastructure

Computer, Storage,and Network

Co-locationMulti-tenancy

DisasterRecovery

Compute aaS

High PerfComputing

Video

Managed Services (Application Relevance)

Service ProviderInfrastructure

Application Relevance

Service Provider Utility

Infrastructure

Business ProcessIntegration

(Business Relevance)

Dev TestQA Env

Virtual Desktop

VDI

IPT

On Demand Applications

UnifiedComms

Collab

SingleTenant

IaaSPrivate/Public Offers

EmailWebConf.

IM

VXI

© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-572558-00 15© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

1 Cloud momentum is accelerating

2 Cisco’s strategy is to enable cloud providers

3 Cloud monetizes your network investment

4 The network, unified computing, virtualization, and automation make the cloud possible

5Envision, Build & Operate, Market & Sell, enable faster time to value

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…projections -- 2015!

Converged/Virtualized/Network-centric market

Flight to quality for virtual infrastructure

Significant productivity gains of 50% or more

Private clouds lead in enterprise and public

Rush to cloud: Small business and Context applications

Inter-Cloud and mobility standards emerge

Innovative and Transformative Service Providers prosper

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youris wherever you need to

interact.

community

20

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Thank you!