Sridhar C R-0254-Mkt. Potential for Tasman Routers in B'Lore City

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----------------------------------------------------------------------------------------M .P Birla Institute of Management 1

“MARKET POTENTIAL FOR TASMAN ROUTERS IN

BANGALORE CITY”

FOR

TASMAN NETWORKS, BANGALORE

A DISSERTATIONSUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE AWARD OF MBA DEGREE OFBANGALORE UNIVERSITY

SUBMITTED BYSRIDHAR C R

REG. NO.:- 02XQCM6055

UNDER THE GUIDANCE OFPROF. S RAMGOPAL

(FACULTY, M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE / INTERNAL GUIDE)

MR. MADHUSUDAN K S(SPECIALIST - NMS, TASMAN NETWORKS, BANGALORE /

EXTERNAL GUIDE)

M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE

ASSOCIATE BHARATIYA VIDYA BHAVAN




DECLARATION

I hereby declare, that this project report titled “Market

Potential For Tasman Routers In Bangalore City” for Tasman

Networks, Bangalore has been successfully completed under the

guidance of Prof. S Ramgopal, M P Birla Institute of Management,

Bangalore and Mr. Madhusudan K S, Tasman Networks, Bangalore in

partial fulfillment of Masters in Business Administration degree at

Bangalore University.

I further declare that this project report is the result of my

own efforts and that it has not been submitted to any other university

for the award of a degree or does not form the basis of any degree or

diploma of other similar title of recognition in any other university.

Place: Bangalore Sr id h ar C R

Date: 02XQCM6055




GUIDE’S CERTIFICATE

This is to certify that the Project titled “Market Potential

for Tasman Routers In Bangalore City” for Tasman Networks,

Bangalore has been prepared by Mr. Sridhar C R bearing the

registration number 02XQCM6055 under my guidance.

To the best of my knowledge, this has not formed a basis

for the award of any Degree/Diploma by any other University.

Place: Bangalore (Prof. S Ramgopal)

Date: 16-06-2005 ADJUNCT FACULTY




PRINCIPAL’S CERTIFICATE

This is to certify that the project titled “Market Potential

For Tasman Routers In Bangalore City” for Tasman Networks,

Bangalore has been prepared by Mr. Sridhar C R bearing the

registration number 02XQCM6055 under the guidance of Prof. S

Ramgopal.

This has not formed a basis for the award of any

Degree/Diploma by any other University.

Place: Bangalore (Dr. Nagesh Malavalli)

Date: PRINCIPAL




ACKNOWLEDGEMENT

I am extremely grateful to all those who have shared their views,

opinions, ideas and experiences which have significantly improved this Project

Report. I would like to express my sincere thanks to , Prof. S Ramgopal

Professor, M P Birla Institute of Management, Bangalore for his guidance and

sincere efforts towards bringing in years of his vast industrial experience into this

project.

I would also like to express my sincere thanks to Mr. Madhusudan ,Specialist - NMS, Tasman Networks, Bangalore, without whose constant support

and cooperation, this project would have simply remained a mere one.

I would fail in my duty, should I not extend my sincere gratitude

towards Dr. K V Prabhakar , Professor, M P Birla Institute of Management,

Bangalore, who showed me the way in the initial stages and critical phases

throughout the project.

Last but not the least, I would like to extend my warm regards to my

family, friends and well wishers for their tremendous backing and valuable

suggestions.

Sr id h ar C R




CONTENTS

Chapter Number Topics

1 Introduction to the project 1

2.Executive Summary

4

3. Research Design 7

4. Company profile 13

5. Product profile27

6. Data Analysis and Interpretation 37

7. Conclusions andrecommendations 45

Annexure

Appendices




Serial Number CHARTS

1. Routers recommended by SIs and ISPs

1.a System integrators preference

1.b ISPs preference

2 Recommended connectivity

2.a System integrators preferred connectivity

2.b ISPs present connectivity

3 Demand for access level product

4 Trends in firewall /security devices

5Recommended and accepted levelOf access level product

5.a System integrators point of View

5.b ISPs point of view

6 Trends in features of routers

7 Features of the product line




INTRODUCTION

INTRODUCTION ABOUT PROJECT




Statement of the problem

Tasman networks is tied up with the channel distributors

‘Gemini communications’ who are the also the system integrators (i.e. theyalso give networking solutions) for sales promotions. In order to increase the

sales and also to understand the market potential of the Tasman routers, this

survey is being done.

Research Objectives:

a) To know the market potential of Tasman routers inBangalore city.

b) To identify the potential buyers and users of the Tasman

routers.

c) To identify the clients demand expectations from the

product through system integrators i.e. network solution

providers.

d) To know the preferences of Internet service providers while

investing on access level products like routers.

e) To know the trends in the market in security

devices/appliances like firewalls.

Action:




Information and the data of big players in system integration

and ISP market were collected. Details’ regarding their business were

collected and among them the target companies was carefully chosen for the

survey. The results from the survey gave valuable data which is reallycrucial for the sales to happen.

EXECUTIVE SUMMARY




The Internet is one of the 20th century's greatest developments in the

field of communications. It allows people around the world to send e-mail to

one another in a matter of seconds. We’re all used to experiencing internet in

various forms that come into our homes and offices -- the Web pages, e-mailmessages and downloaded files that make the Internet a dynamic and

valuable medium. But none of these manifestations would ever make it to

your computer without a piece of the hardware that we've probably never

seen. In fact, most people have never stood "face to machine" with the

technology most responsible for allowing the Internet to exist at all: the

router .

When you send e-mail to a friend on the other side of the country,

how does the message know to end up on your friend's computer, rather than

on one of the millions of other computers in the world? Much of the work to

get a message from one computer to another is done by routers, because

they're the crucial devices that let messages flow between networks , rather

than within networks.

Let's look at what a very simple router might do. Imagine a small

company that makes animated 3-D graphics for local television stations.

There are 10 employees of the company, each with a computer. Four of the

employees are animators, while the rest are in sales, accounting and

management. The animators will need to send lots of very large files back

and forth to one another as they work on projects. To do this, they'll use a

network . When one animator sends a file to another, the very large file will

use up most of the network's capacity, making the network run very slowly

for other users. One of the reasons that a single intensive user can affect the

entire network stems from the way that Ethernet works. Each information




packet sent from a computer is seen by all the other computers on the local

network. Each computer then examines the packet and decides whether it

was meant for its address. This keeps the basic plan of the network simple,

but has performance consequences as the size of the network or level of network activity increases. To keep the animators' work from interfering

with that of the folks in the front office, the company sets up two separate

networks, one for the animators and one for the rest of the company.

A router links the two networks and connects both networks to the

Internet.

Bangalore is the world’s hot IT destination. Most of the companies

from the rest of the world are coming to Bangalore to set up their offshore

development centers and also their own BPO units who would want their

office to be connected in order to have a secured data flow between their

branches. Hence they will have to resort to ROUTERS.

The router market in Bangalore is promising because of the

availability of lot of manufacturers like CISCO, NORTEL, D-LINK, 3-

COM, HUWEI, etc. Though the market is dominated by Cisco, there are

other products from competitors like TASMAN NETWORKS who offer the

intelligent routers which is an access level product performing multiple

functions.

This project mainly aims at knowing the preferences and attitudes of

system integrators and Internet Service Providers in buying and also in

recommending the different access level products to their clients. This gives




us opportunity to know the market trends well and hence can arrive at the

market potential for TASMAN routers.

The project also aims at finding out the trends in the firewall

appliances/ or security devices in the market. The channel partners for the

sales are usually system integrators who are also the value added resellers

for different companies. The channel distributor for “TASMAN

NETWORKS” is “GEMENI Communications”. The system integrators have

informed the researchers that they would surely like to promote the router

which can give a better performance and throughput at a lower price .This

shows that Tasman routers fits the gap.




DESIGN OF THE STUDY




METHODOLOGY

1) Survey Method: -

Having decided to adopt a survey method to collect data for thisstudy, the next step is to decide on the type of survey constraints on

resources like time & money which leads to the sample survey. The survey

is classified in to two parts, viz.,

ü Exploratory study.ü Descriptive study.

Exploratory Study: -

The main objective of exploratory study is to get the feel of the market,

products, competitive consumer. This helps in gathering primary

information used for descriptive study.

Descri ptive study: -

The exploratory study laid the foundation for the descriptive study &

paved a way to a systematic study which led to achieve the objectives of the

study.

A structured questionnaire was prepared & questions were both open-ended

& close-ended.




SCOPE OF THE STUDY

Many Companies conduct market research to study and measure

market potential, characteristics of their markets and so on Enhance

credibility and reduce risk to enable them to take strategic decisions leading

to improved long term profits.

The study under taken will be very helpful and beneficial for M/S

Tasman networks, because it helps them in understanding clients’

preferences and attitudes there by helping in implementing effective

marketing strategies. It also gives the company a feedback on customer

satisfaction levels in respect for the router they are using or recommendingat present, and it would be a reference for similar kind of projects. All the

above objective of this research study provides a wide scope of benefit for

the company.

This study is also beneficial to students and institutions that takes

router industry as a subject of research study, and the findings could be used

as secondary data or for reference.

2) Tools for Collecting Data: -

Analysis & interpretation of data is based on both the primary data &

secondary data.

Pri mary data:

Primary data was collected by means of structured questionnaires along with

personal interviews, since a few open-ended questions require

classifications. The questionnaire contains dichotomous, objective & open-

ended questions.




using tally bar method into the each variable explaining the characteristics.

The tabulated data were analyzed using percentile techniques & inferences

were drawn based on the marketing concepts.

Analysis & Interpretation: -

This chapter gives a step by step analysis of data. After the analysis, the

results have been interpreted in accordance with the objective of the study

which includes usage pattern, awareness, and perception, comparative

analysis of their attributes & clients and solution provider’s preferences with

regard to products of other market players.

LIMITATION OF STUDY

The study is not proposed to be an expert study as it was done by a

student for the purpose of a partial fulfillment of the course in the in plant

training, which is an integral part, in completion and reward of MBA. The

Study was conducted in a short period of six weeks, and so the finding

cannot be generalized for all times. Some of the information's, which was

confidential in nature, was not included in the study. The scope of the study,

by and large is very vast. It is understood that it is difficult to satisfy all the

areas. An attempt has been made to cover as much as possible.

Summary of Findings, Conclusion & Suggestions.

This chapter summarizes the findings of the study, its conclusion &

suggestions.




Appendix: -

• Bibliography

• Sample of the questionnaires.




ROUTING BASICS Dynamic routing is a method routers utilize to determine the

optimum path between two hosts (intelligent network devices such as

routers) in a network without human intervention. In the absence of dynamic

routing, each host would have to determine the best path and track network

failures themselves or utilize outdated static routes. As such, routing

protocols are necessary in large, complex networks such as those used by

most enterprises and service providers, and in the Internet.

As networking technology develops and as the size of networks

have grown, routing protocols have evolved to meet new challenges. The

Internet itself has grown from a handful of universities to thousands of

Autonomous Systems (ASs), with nearly 100,000 routes (as of 2001), all

with in the span of a decade.

The earliest routing protocols were simple Distance-Vector

protocols, which derived their name from the way they found the “best” path

to the destination. Latter arrivals were Link-State protocols, which were

much more complex and able to handle larger networks. These were not

only more stable; they also included mechanisms to better control traffic

flows.

This project provides a high-level overview of both Distance-

Vector and Link-State protocols using a common example from each

category: the Routing Information Protocol (RIP) and the Open Shortest

Path First (OSPF) specification. In addition, this report includes a discussion




of the Border Gateway Protocol version 4 (BGP4), the routing standard

specifically designed for the Internet .




Overview Every computer, workstation, server, or network device must

have a unique identifier to enable other devices to communicate with it. It is

this identifier, or address, that allows the network, routers, and switches, to

forward packets to the proper device. For example, the Internet Protocol

version 4 (IPv4) uses a 32-bit address in the header field to serve this

purpose. This sequence of four bytes (or octets) is typically written in

decimal form with periods placed between each octet. Accordingly, a 32-bit

address with a value of: 10101101 00011101 00100000 01000010 would be

written as: 173.29.32.66 (with the periods within this sequence called dots.)

This address is then further divided into two parts: the network

and the host. In the early days of networking, the division of the two parts

was specified by the address itself, with the first three bits of the address

giving this division, or mask. In these environments, hosts could belong to

Class A, B, or C networks, in which the three divisions were given by thethree dots separating the address shown in Figure 1. So, the address given

above, 173.29.32.66, belonged to a Class B network by definition and would

use a mask of 255.255.0.0 (or a string of 16 consecutive 1s followed by 16

consecutive 0s in the 32 bit binary field). The mask provides a convenient

means of splitting the network part of the address from the host section.

However, when Internet use and the number of networks began

increasing, the designers of IPv4 quickly realized that they would soon run

out of networks and that many network address spaces were used in a very

inefficient manner. Class A networks, for example, were each allotted




almost 17 million hosts. Thus, as a means of stretching the pool of address

space and minimizing waste, a solution referred to as sub netting and super

netting was developed. Sub netting is the act of breaking a larger class full

(A, B, and potentially C) address into multiple smaller networks; super netting is the act of combining multiple smaller address blocks into one

larger network (supernet). This solution became the basis of Classless Inter

domain Routing (CIDR). Using CIDR, networks can be almost any size.

(The network address and mask for the host given above would be called out

using the notation 173.29.0.0/16 in CIDR.) So how does a router determine

where to send a packet based on its address? The answer lies in the routing

protocol used. There are two main categories for dynamic routing protocols:

Distance-Vector and Link-State.




DISTANCE-VECTOR PROTOCOLS Using Distance-Vector protocols, each router periodically sends

neighboring routers information about destinations that it knows how to

reach. The information is a measurement that tells the receiving router(s) the

distance of each from the destination. With simple protocols like RIP, that

distance could be just a hop count or the number of intermediate routers on

the way to the destination. With more complex protocols, it could be an

actual distance measurement.

Upon receiving distance information from its immediate

neighbors, a router could then develop a table of destination addresses,

distances, and associated neighboring routers, and from this table then select

the shortest route to the destination. Using a Distance-Vector protocol, each

router merely forwards the packet to the neighbor with the shortest distance

given in the table and assumes that the receiving router will know how the

packet should be forwarded beyond that point.




I ssues and Shor tcomings

The simplicity of this method explains why distance vectors

were among the first protocols used. However, one of their chief drawbacks

is the fact that they typically lacked identification of the originator of the

information. Without an indication of where the information has begun,

loops can form, increasing the time it takes the network to converge after a

state change (network fault). When all connections remain active, everything

works optimally. The distance from Router A to host 173.29.32.66 is one

hop; the distance from Routers B and C to the host via Router A is two hops;

and the distance from Router D to the host is three hops via either Router B

or C.

However, problems begin when the link between Router A and

host 173.29.32.66 breaks. When this occurs, Router A lists valid paths via

Routers B and C (which still maintain this information in their routing

tables) and points to B or C with a hop count equal to B or C’s plus one.Since Router A was the original source of all routing information to host

173.29.32.66, B and C will continue to point to A with a hop count equal to

A’s new hop count, plus one, and each new update will increase each

router’s count by one. This situation creates what is called the “count to

infinity” problem, a glitch that continues until each router reaches its

maximum hop count and the network settles into a state in which all routers

indicate that host 173.29.32.66 is unreachable.

To minimize “count to infinity” problems, RIP uses what is

known as a “poison return,” a method that ensures a route will not be re-




advertised over an interface from which the information was gained. The

protocol also utilizes various “hold-down” mechanisms, by which routers

start a timer upon discovery that a destination is no longer reachable along a

previously used path and accepts no new routing information for thatdestination.

Though such techniques minimize routing loops and possible

broadcast storms that can occur as a result, they also can have adverse

consequences. Setting the hold-down timer for a router even to a few

minutes can significantly impact the convergence time of the entire network,

since each router could potentially hold the change for a few minutes before

implementing and forwarding it. Moreover, like most of the Distance-Vector

protocols, RIP lacks mechanisms that allow the network designer to break

the network into smaller parts to minimize transient changes to portions of

the network.

To counter this problem, RIP often uses “negative reachability

advertisements” and “triggered updates.” These allow a router to

immediately tell its neighbor that a path was lost, minimizing convergence.

However, this also can cause network instability upon intermittent failure. In

actuality, a combination of timers and triggered updates must be used to

minimize all of these problems.

Another vexing issue involves synchronization. Because all

router interfaces typically broadcast some or all routing table information on

a periodic basis to maintain router synchronization, the broadcasts can

consume network resources that would otherwise be available for end-users.




Li nk -S t at e P r o t oc o l s

In answer to the shortcomings of Distance-Vector protocols, engineers began

creating Link-State protocols (such as OSPF), which compute routes based on link states

within the network. Using this method, each router maintains a complete topology of the

network, eliminating loops that could otherwise occur during partial network failure.

To facilitate this, each router maintains a complete topology of the network.

This eliminates the possibility of loop formation during partial network failure, a problem

that occurs when networks rely on Distance-Vector protocols. With Link-State routing,

link state changes are flooded throughout the network as they occur, ensuring minimal

convergence time. Moreover, since Link-State protocols are typically designed to only

send link state information when a change occurs. As a result, network resources are used

more sparingly, reserving more bandwidth for the end users during periods of network

stability. Link state changes also flood the network immediately, ensuring minimal

convergence time. Moreover, since Link-State protocols are typically designed to only

send link state information when a change occurs, network resources are used more

sparingly, resulting in the availability of more bandwidth for end users during periods of network stability. To accomplish this, each router in the domain creates a Link State

Advertisement (LSA), which lists its local portion of the routing topology. Figure 3

illustrates the OSPF LSA header and one link.

Using Link-State routing protocols, LSAs are forwarded (flooded) to all

routers in the domain, enabling each to develop its own link-state database. The protocol

uses a flooding algorithm that ensures each router ends up with an identical link-state

database (except potentially during moments of convergence). Since each router has an

identical copy of the network’s link-state database, each can calculate its own forwarding

path, eliminating the weaknesses of Distance-Vector protocols. OSPF uses an efficient

routing algorithm, such as Dijkstra’s (Shortest Path First) Algorithm, to develop its




routing table from the link-state database. The main drawback with Link-State protocols

is their complexity, and potentially higher router CPU and memory requirements.




ROUTING ACROSS THE INTERNET Even though Distance Vector and Link-State protocols were an

improvement, they ultimately couldn’t handle the scale and number of independent

networks comprising the Internet. These early protocols work extremely well as Interior

Gateway Protocols (IGPs) within an enterprise or Autonomous System (AS) in which a

limited number of networks operate. However, they don’t scale well beyond these

environments. To solve this problem, Exterior Gateway Protocols [EGPs] were

developed.

BGP4 is an EGP specifically designed for routing between the independent

backbone providers (same as ASs) of the Internet. Currently, the Internet is comprised of

thousands of ASs, accounting for approximately 100,000 routes in 2001. BGP4 was

designed to scale well beyond that number, allowing all ASs to manage their networks

independently, while enabling them to work as a single unit when routing traffic across

the Internet. To achieve these goals, BGP4 was designed as a mechanism to control the

expansion of routing tables and provide a more structured framework for the Internet by

segregating routing domains into separate ASs. In addition, it was designed to remain

computationally simple to minimize router requirements.

When it was first conceived, designers based BGP on a Path-Vector protocol

(a form of Distance Vector), thus enabling computations to remain simple. As discussed

previously, Distance-Vector protocols compute routing tables in a simple manner, but

many earlier examples suffered from loop and stability problems due to the fact that they

did not track the origin of update information. BGP maintained the simplicity of Distance-Vector computation, plus included the ability to track the origin of all updates. It

does so by appending the AS number of each system that the update intersects along its

path.




Figure 4 illustrates an update traversing a path, ultimately ending up at the

AS (AS100) that initiated the update. Since AS100 knows that it originated the update, it

also knows to discard its own update when it reaches the final destination (itself). This

eliminates the chance that loops will form in the routing table. After eliminating all

potentially loop-causing updates, each AS uses information gained from its neighbors to

construct a representation (sometimes called a “tree”) of all ASs in the Internet.

So that administrators could control traffic flows between ASs, designers

endowed BGP with an enormous number of attributes. However, BGP does not impose

restrictions on Internet topology. It simply assumes that routing within an AS is

accomplished using any one of many IGPs and that BGP need only concern itself with

routing between ASs.

To help control the expansion of routing tables, BGP was also designed to be

classless, i.e., that it would not discriminate between data content. This not only allows

BGP to support network data from any IGP, it also allows BGP4 to aggregate multiple

ASs with consecutive address space together, potentially minimizing route table

maintenance required by routers to a great extent. Combining a simple CIDR Path-Vector

framework with a rich set of attributes enables BGP to be a computationally streamlined,yet robust protocol that can accommodate Internet growth, while enabling AS

independence.




SUMMARY

Routing and routing protocols reside at the heart of every network, enabling

hosts to communicate, while improving network availability. Network administrators

would be well advised to base their choice of routing protocol on the type of networkingenvironment for which it will be used. For example, RIP or RIPv2 might be ideal for

small enterprise networks; OSPF might suit larger, more complex enterprises; and BGP4

is a better fit or routing traffic over the Internet. When used properly, each of these

routing protocols directs user traffic across the optimum path and selects new paths in

case of path failures. If used in the appropriate environment, these protocols function

seamlessly, without adding more complexity than necessary or requiring human

intervention.




PRODUCT PROFILE

IP Multiplexing

IP Multiplexing is a method for the transparent forwarding of IP packets

between LAN and WAN interfaces. LAN to WAN forwarding is accomplished through a

Proxy ARP process. A Tasman system maps a unique MAC address to each WAN link

then responds with this MAC address when a device on the LAN broadcasts an ARP

request for a remote device. These MAC addresses serve as “tags” for forwarding packets

received on the LAN. WAN to LAN and WAN to WAN forwarding is based on

configured forwarding entries. IP Multiplexing differs from bridging and switching in that

it does not flood traffic or perform address learning. IP Multiplexing devices differ from

routers in that they do not appear as a router hop, and they cannot be specified as a default

router/gateway on a LAN.

Packet Forwarding Modes

There are two modes for WAN to LAN and WAN to WAN packet

forwardingw

IP Routes – Forwarding based on routing statements, both specific and default.w Source Forwarding – Forwards all traffic arriving on a specified WAN bundle

to a specified device on the LAN.




VLAN

Virtual Local Area Networks (VLANs) are smaller networks within larger

networks that provide a variety of benefits for service providers and enterprises, including

increased performance and simplified management. The word “virtual” refers to the factthat the devices (i.e., workstations, servers, printers, and fax machines) that comprise the

VLAN can reside in different sections of a LAN but be linked together to form a distinct

grouping that behaves as though it is separate from the larger LAN.

Solutions by Tasman Networks extend VLAN capabilities beyond the LAN

and into the Wide Area Network (WAN), providing the ability to use VLANs in a wide

variety of ways once not possible using traditional VLAN technology. This white paper provides an overview of Tasman’s VLAN solution and how it can benefit service

providers and enterprises

VLAN FORWARDING

Tasman Networks’ VLAN forwarding solution enables multiple VLAN-

capable switches to be connected transparently, without configuring switches any

differently than if they were directly connected to each other. This simplifies network

configuration and switch management considerably.

IP Telephony

As high-speed Internet access becomes increasingly widespread, more and

more users are taking advantage of low to no-cost global voice calling using IP telephony

technology. Tasman Networks provides a complete range of scalable edge and access

routers, offering bandwidth ranging from fractional T1 to multiple DS-3s for crystal clear

voice communications. High-performance, high-availability Tasman solutions reduce the

cost of network ownership and improve organizational productivity by providing an




unsurpassed combination of functionality, flexibility, scalability, security, and

management capabilities.

Tasman high speed and low latency performance characteristics make its

products ideal for voice solutions. When used for delivery of IP telephony services,

Tasman routers provide:

• Superior voice quality

• Improved bandwidth and infrastructure utilization

• Interoperability with existing equipment

• Simplified management

Security

Now more than ever, organizations must protect themselves against security

threats that can affect delivery of vital communications and harm their business.

Fortunately, all access platforms by Tasman Networks defend service providers and

enterprises against potential and emerging attacks. In addition to providing high-

performance, scalable access for a variety of voice, video, and data applications, Tasman

products include and extensive suite of advanced security features that include password,access control, network address translation (NAT), encryption, authentication, Stateful

Packet Inspection (SPI), and virtual local area network (VLAN) tagging and forwarding

protections.

When used for security applications, Tasman routers provide:

• Protection from unauthorized access

• Improved data privacy and integrity

• Fewer service disruptions caused by accidental or malicious attacks




WAN Connectivity

Enterprises and service providers seeking to upgrade their wide area network

(WAN) infrastructure often choose solutions that don't fit all of their access requirements.

Some choose price over performance. Others select high-priced products. But even some

expensive models don't offer all the features and functionality necessary to support a wide

variety of advanced networking needs. By contrast, Tasman WAN solutions combine

high performance, unparalleled scalability, plus an advanced feature set, giving

organizations the WAN routing capabilities they need for the most demanding

networking environments. These capabilities reduce total cost of ownership and enhance

return on investment.

With Tasman WAN solutions, service providers and enterprises benefit

from:

• Three times the performance of industry standard platforms

• A Scale-on-demand provisioning architecture enabling the addition of bandwidth

and features via software keys

• A highly integrated platform with advanced layer 2 and layer 3 functionality, ahigh performance processor, large memory capacity, a built-in CSU/DSU and

DSX-1 voice support

• A complete suite of software tools to easily manage bandwidth and services for

reliable delivery of voice, video, and data communications over the same

infrastructure

• High quality video and multimedia communications

• Lower total cost of ownership

• Flexible deployment options

• Reliable multimedia application delivery




Virtual Ethernet

If you're an IT professional running a sophisticated enterprise or service

provider network you probably know that virtual local area networks (VLANs) give you

more control over your network, while saving you time and expenses. But did you know

that Tasman Networks is leading the way in VLAN innovation? Tasman's Virtual

Ethernet solution allows organizations to cost-effectively scale and transparently extend

their Ethernet LANs across a wide area network (WAN), making the WAN and LAN

appear as a single Ethernet network.

Tasman edge routers can be deployed in a transparent layer 2 mode into

existing infrastructure while still providing some layer 3 functions. As a result, network

administrators can leverage existing routing, QoS, VLAN, management, and security

policies as they improve the performance, scalability, and reliability of their WAN access

capabilities.

Using access platforms from Tasman Networks for this approach provides the following

benefits:

• Faster, more efficient network performance

• Greater scalability

• Simplified network administration

• Reduced maintenance costs

• Enhanced security

Video

As costs for transport and technology decrease exponentially, more

businesses and organizations are leveraging video applications for activities such as

conferencing, distance learning, and remote surveillance. WAN access products from

Tasman Networks provide consistent top speed performance, even with all advanced




Internet Access

With today's businesses becoming increasingly Internet centric, high-

performance access to the Web is essential. WAN access products from Tasman

Networks provide consistent, wire speed throughput without any compromises. Whether

you need a solution for Point of Presence, branch office, or main data center deployment,

Tasman has an access router product for your needs.

Tasman routers can be deployed in a variety of network configurations that maximize

internet access performance, scalability, and security. Some of the advanced technologies

found in Tasman products include the following:

• MLPPP & MLFR for maximum scalability and bandwidth utilization

• QoS for traffic prioritization and guaranteed bandwidth

• Firewall and other security features

PRODUCT LINE

The Tasman networks have different routers that suit the various business needs of the

clients. The products are as below

w TASMAN 1000 series include 1001, 1002, 1004, 1200, 1400, 1450 routers.w Tasman 4000 series include 4100, 4102 routers.w Tasman 6000 series include 6200, 6300, 6302 routers.w

Tasman 7000 series include 7030 routers.

Detailed features of all the routers are shown in the table no .1




Premise: Customers who deploy enterprise-class access routers have come to expect line-

rate throughput and non-blocking architectures as the norm. Customers need to be

confident that the access routers they deploy can, in fact ,deliver wire-speed, zero-loss

throughput for multi-link configurations over multiple aggregated T1 connections.

Tasman Networks, Inc. commissioned The Tolly Group to evaluate its

Tasman1004 router, a four port T1-based router for small and medium businesses that

gives multiple users access to the Internet or to wide area networks (WANs) over reliable

broadband T1 lines. Tasman Networks also requested that The Tolly Group compare the

performance of the Tasman 1004 to four Cisco routers, the 1720, 1751, 2691 and 3725.

The Tolly Group conducted tests to determine each device's steady-state,

zero-loss ( 0.001%) bi-directional throughput when transmitting data across multipleT1connections handling a variety of Ethernet frames sizes with 100 sessions running and

Quality of Service (QoS), Network Address Translation (NAT), Open Shortest Path First

(OSPF) and Access Control Lists (ACL) services enabled across two and across four

multi-linked PPP, aggregated T1 connections.

Testing was performed in January 2003.Test results show that the Tasman

1004forwarded 100% of line rate in all scenarios tested for the complete range of packet

sizes. In contrast, while the Cisco devices were capable of wire speed in some scenarios,

they faltered when handling a range of smaller-sized packets.

Results

Zero-Loss Throughput across four aggregated T1 links .The Tolly Group

tested the Tasman 1004 and the Cisco 1751, 2691 and 3725 to determine. the percent of

theoretical maximum zero-loss ( 0.001%) bi-directional (full-duplex) throughput each

device under test (DUT) provided via multi-link PPP across four aggregated T1 WAN

interfaces when processing a range of packet sizes from 64- to 1,500-byte packets

(including 14 bytes for Fast Ethernet header and four bytes for IP headers) with 100

sessions running and NAT, QoS, OSPF and IP filtering services active.

Test results show that the Tasman 1004 forwarded 100% of the theoretical

maximum throughput, an aggregate of 12 Mbps for all packet sizes tested. In comparison,




the Cisco 1751only forwarded between 3.8 and 9.3 Mbps; the Cisco 2691 forwarded

between 10.5 Mbps to 12 Mbps and the Cisco 3725 forwarded 11.3 to 12 Mbps.

Detailed report of the Tolly group on Tasman routers performance can be

found in the appendices.

Summary




Router market analysis:

Routers are the networking devices used to route the internet signals. There

are various market players like the networking giant CISCO, NORTEL, D-link, HUWEI,

JUNIPER, 3-COM etc. Cisco being the market leader in the industry enjoys the biggest

market share and the products ranges from high and low end routers. Cisco routers though

are used widely in the networking industry there are other market players who are

competing aggressively with Cisco to gain the market share. Cisco routers have got the

modularity options through which the client can extend the capacity of the network just

fixing an extra LAN card by paying extra.

Extensive promotional activities are undertaken by the companies to gain the

market share in the industry through the channel partners who are considered as the value

added resellers for the company. These are also the networking solutions providers who

recommend the products their clients. Promotions are done in the trade shows like

IT.COM.

The product is also used by internet service provides to support the backbone

and also in backbone design. They can promote the product by recommending the product

to the clients availing the internet service. Hence system integrations and internet service

providers are the potential buyers of the product.

Tasman networks also have GEMINI COMMUNICATIONS channel

partners in the market who are system Integrators also.




DATA ANALYSIS & INFERENCE




Figure showing the router recommended by individual members of system

integrators and used by ISPs

Cisco Huwei D-link Nortel 3-com

System integrators 5 1 1 2 1Internet service providers 6 - 1 2 1

Figure. 1)

Internet Service Providers

60%10%

20%

10% Cisco

D-Link

Nortel

3 COM

figure.1.a)

System Integrators

50%

10%

20%

10% 10%Cisco

D-Link

Nortel

3 COM

Huwei

Inference: The above figure and the data shows that the number of Cisco routers being

recommended and used by system integrators and ISPs is more. Rest of the routers share

almost the equivalent share in the market. It can be inferred that the Cisco routers leadsthe market because of its excellent distribution network and the strong channel they have

in the market.

Figure showing the connectivity type being promoted by System integrators and

connectivity adopted by ISPs




ISDN LeasedLine

Broadband ADSL

system integrators 2 4 4 -internet service

providers 4 1 4 1

Figure 2. a)

SystemIntegrators

20%

40%

40%0% ISDN

Leased Line

Broad band

ADSL

Figure 2. b)

Internet Service Providers

40%

10%

40%

10% ISDN

Leased Line

Broad band

ADSL

Inference: Out of the system integrators interviewed none of them recommended ADSL

lines even then Tasman routers have their market opportunity with ISDN and Broadband

connectivity. Among ISPs leased line and broad band line used are 40% each & ISDN

and ADSL are 10% each hence potential is there for the routers among the ISPs who

would prefer to try a new product.




Figure showing the percentage of customers asking for the Integrated access

product.

Customers

asking for

integratedaccess product

<25% 25-50% 50-75% 75%>

System

Integrators- 1 2 7

Figure 3)

System Integrators

10%

20%

70%

25-50 50-75 75>

Inference: From the above figure it can be inferred that the percentage of clients seeking

the networking solutions from system integrators who ask for the integrated access level

product which can perform multiple functions are more than 70%. This shows that the

Tasman routers are the best available product for them.




Graph showing trends in the firewall/security devices

TrendMicro

CheckPoint

CiscoPIX

SonicWAL

HCLInfoWall

HCLInfoSecuAccess NetScreen

ISP's 7 6 7 1System

Integrators 10 9 4 5 1 1

Figure 4)

0

2

4

68

10

12

ISP's System Integrators

Trend Micro

Check PointCisco P IX

Sonic WALHCL Info Wall

HCL InfoSecuAccess

NetScreen

Inference: From the above graph it can be inferred that Trend micro, Cisco pix, Check

point NGAI and Sonic wall are the most preferred firewall devices among the system

integrators and ISPs. All though HCL products like Info wall, Info Secu Access, and

Netscreen of Juniper networks are in market they are preferred by only small number of

ISPs and System integrators.




Graph showing the recommended and accepted level of the access level product and

recommended product with multiple functions

Figure5 a)

Figure 5 b)

ISPs

80%

20%

1

Inference : From the above data and graphs it can be inferred that among system

integrators 53% of them ready to recommend the new access level which can give better

price performance and ROI and 47% say that they would recommend to try integrated

converged access product with multiple functions on a single box. This shows that

Tasman routers will be accepted if better awareness is created among system integrators.

Among Internet service providers 80% say that they are ready to accept the new product.

access level productrecommended/accepted

recommendedproduct with

multiplefunctions

SystemIntegrators 8 9ISPs 8 2

System Integrators

47%

53%

access level product recommended/accepted

recomended product w ith multiple functions




Graph showing the demand or clients asking for features like QOS,

Ip-Mux, V-LAN tagging

Demand for QOS,V-lan, Ip-Mux

25% 25-50% 50-75% >75%SystemIntegrators 1 2 6 1

Figure 6)

0

1

2

3

4

5

6

systemintegrators

% demand for featureslike QOS, IP-MUX, VLAN

tagging

>75%50-75%25-50%25%

Inference : The above graph shows the percentage of system integrators asking for

integrated access product that can perform function of router, state full packet inspection

(firewall) QOS, IP-Mux and V-LAN tagging are between 50-75.This response from

system integrators is based on the demand from client side. Through extensive marketing

this untapped segment of clients can be covered by Tasman networks.




Figure showing the ROI the ISPs getting out of their infrastructure set up:

ROI>50% 75-95% >95 <50%

ISPs 6 4 - -

Figure 7)

0

1

23

4

5

6

>50% 75-95% >95 <50%

ROI

ISPs

Inference: The respondents here are Internet service providers who have invested on

their IT infrastructure which includes the investments in access level products like routers

and other related components. More than 50% of the ISPs responded that their ROI is

between 50-75% which shows that the performance of the products is not up to the

expectations. This segment may come forward to invest on our product.




CONCLUSIONS AND RECOMMENDATIONS




MAJOR FINDINGS

The study reveals the trends in the router market in Bangalore. There are

number of routers companies in Bangalore. The potential buyers are those who want to

have connectivity between their own networks i.e. who have multiple branches across

different locations.

The routers are promoted only through system integrators who are the

networking solutions providers.

The routers are also used by Internet services providers extensively and also

recommend the router to whom they are providing the internet services.

There is a major competition between the router companies to tap the

growing Market in Bangalore since a number of BPO companies are setting up operations

in the city.

Hardware giant Cisco is leading the router market here and many companies

are trying hard to out perform CISCO. Since Cisco products are costly, clients are turning

towards other companies for their products which are different from Cisco routers and

can also perform multiple functions when compared to Cisco router. Hence other players

are penetrating the market through product differentiation and through price offers. Theadvantage for Cisco is that they know the market very well and also have a high brand

image because the credibility is never compromised because of the strong and established

distribution channel.

Marketing of the routers are done through contacts and leads and hence

relationship management plays a vital role in sales.




RECOMMENDATIONS

1) Performance of Distribution channel (Gemini communications) has to be

reviewed since they are the sole representatives of Tasman networks in the

market.

2) Many of the system integrators are unaware of the TASMAN product as well as

the brand. The company (a new one in Bangalore market,) should take

immediate and necessary steps to create brand awareness (for their brand)

among the system integrators.

3) The price and performance of the products needs to be appraised to the target

customers so that they can explore the gains of the product.

4) Post sales services have to be improved to build up the brand loyalty and also to

ensure the leads generation which is a key to grow in this market.

5) Channel distributors should be checked regularly to ensure whether they are

promoting only Tasman products, since they can promote other products also

for the monetary benefits.

6) Tampering with the pricing policy is not necessary.

7) The company needs to have aggressive marketing strategy through its ownmarketing team so that continuous sales are ensured. Such marketing has to be

done to the smaller system integrators also in the market because even they deal

with lot of clients who go un noticed in the market.




CONCLUSION

The main aim of the study was to find the market potential of the TASMAN

ROUTERS in Bangalore and also to know the reasons to from system integrators as to

why they want to sell the particular brand of routers. As far as system integrators and ISPs are concerned they are aware of other

brands of routers where as the awareness about Tasman routers are very less. The router

is used to route the internet signals, and also to ensure an uninterrupted flow of data

among the networks like voice, video

etc which needs a high throughput.

Tasman routers are used only T1/E1 lines used extensively for WAN

connectivity. All the products from Tasman networks come with an in-built firewall and

IP-mux which are different from products in Cisco and other players in the market. This

ensures the uninterrupted dataflow between the networks. To avail these features from

other companies’ client should spend more money since they come as different boxes.

It was really a good experience under corporate exposure and I came to

know the sort of business trend and how the distribution channel works in marketing the

product.

There is an urgent need to address the promotional plan which plays a vital

role in the product sales.




Directions for further research

Although major part of the project requirements are addressed in the research

there is a lot more to determine through further research. Some of them are as follows:

1) Survey has to be conducted in other cities also like Noida, Chennai, Mumbai,Delhi etc or any such place in INDIA where the BPO business is flourishing.

2) Customer satisfaction level has to be found out from clients who are already

using the product.

3) Emerging trends in router technology and their market implications with respect

to Tasman Networks.

4) Performance evaluation of the channel partners in increasing the sales.

5) Studying current promotional strategy and its effects on sales.




ANNEXURE

Select Bibliography including the Web Sites used

1) www.tasmannetworks.com

2) www.gclsite.com

3) www.howstuffworks.com

4) www.google.com

5) Marketing Management, Philip Kotler – Millennium Edition.

6) Research Methodology, Cooper and Schindler

7) Industrial marketing, Krishna Havaldar.

8) Cisco guide-Cisco publications.

http://www.tasmannetworks.com/

http://www.gclsite.com/

http://www.howstuffworks.com/

http://www.google.com/

http://www.google.com/

http://www.howstuffworks.com/

http://www.gclsite.com/

http://www.tasmannetworks.com/




Systems Integrators Questionnaire

Market potential of Routers and Trends in Integrated Access Products

1. Name of the organization _______________

2. Name of the Technical Infrastructure Decision maker Mr./Ms. ______________________

3. Do you have WAN connectivity?Yes No

3. a If yes, please specify the type of connection

a. Leased line

b. ISDN

c. Broadband

d. Others___________

4. What is your organizations primary business activity?

5. Approximate annual investment on IT infrastructure in your organization _______________

6. Who are your international gateway service provider_________________

6. a How do you provide/ deliver QOS & COS to your customers. Please name the product.

6. b What routers are promoted to customers. Please specify the manufacturer

a. CISCO

b. D-Link

c. NORTEL

d. 3 COM

e. Huwei

7. How is the redundancy for your backbone design?

_________________________________________________________________________________

7. a Please specify the products used for backbone and design.(structure)




Internet service providers Questionnaire

Market potential of Routers and Trends in Integrated Access Products

1. Name of the organization _______________

2. Name of the Technical Infrastructure Decision maker Mr. /Ms. ______________________

3. What is your organization’s primary business activity?

a. LAN b. WAN c. Third party Internet service providers

4. Approximate average annual investment on your IT solutions by your clients on access Network.

5. What is the turnover of your organization on WAN & what is expected?

6. What kind of connectivity is provided to your customers?

a. Leased line

b. ISDN

c. Broadband

d. Others___________

6. a. Which service provider is your organization associated with?

7. What routers are being deployed or recommended to your customers?

a. CISCO

b. D-Link

c.NORTEL

d. 3 COM

e. Huwei




7. a. What is the kind of partnership that your organization enjoys?

a. Gold. b. silver. c. value added resellers.

7. b How is the redundancy for the backbone designed for your clients on an access product?

7. c. Please specify the access products recommended for backbone for your clients.

7. d. What are the products or devices recommended?

7. e. How many customers ask for integrated access product that can perform

functions of router, inspection (firewall) QOS, ip Mux and VLAN tagging stateful product?

a. 25% b. 25-50% c. 50-75% d. >75%

7. f. The recommended Firewall / Security devices /integrated Appliances.

7 g. Would you recommend new access level product, which can give better price performance and ROI

Yes No

7. h. Would you recommend or try integrated converged access product withmultiple functions on a single base or low cost access products?

Yes No

Thank you for your kind co-operation.



Appendices

Sridhar C R-0254-Mkt. Potential for Tasman Routers in B'Lore City

Documents

Transcript of Sridhar C R-0254-Mkt. Potential for Tasman Routers in B'Lore City