Simplified SLA

definitions

Training, marketing

collateral, demand

generation

GeoAnalytics

Service

Analytics powered go-

to-market plans

Redefine Position Target

$45B global market by 2016 (Vertical Systems Group, 2012)

Service Delivery

Plug-n-play install; activation in minutes

Reduce provisioning costs by up to 75%

Service Agility

Scalable, flexible bandwidth

Real-time Class-of-Service

Service Assurance

Fix problems before customer calls

SLA transparency; empowered customer

“Last mile” connectivity a challenge:

Most enterprises still don’t have fiber

Longest delay in service turn-up is

plant construction

Two ways to accelerate: pre-

construction and fixed wireless

Pre-construction needs economic

justification

Economic justification requires end-

customer analytics

Mapping supply (plant) to demand

(customers)

22,598

12,689

21,266

16,054

11,639

2,1671,250 1,162

$2,157 $2,492

$8,276

$12,283

$19,605

$8,264 $8,759

$35,767

0

10,000

20,000

30,000

40,000

Under $100 $100-$200 $200-$500 $500-$1K $1K-$3K $3K-$5K $5K-$10K Over $10K

Enteprise Data Spend Distribution

#Business $K/Month

Low ROI Heavily

Contested

Addressing the enterprise “sweet spot”

Enterprise Data Spend Distribution

Analyze the market

• Mapping supply (plant) and demand (business locations)

• Classifying enterprises by value, vertical, and credit risk

Target your clusters

• Predict your profitable sweet spot

Extend plant to valuable clusters

• Fiber (pre-construction)

• Fixed wireless (success-based)

GeoAnalytics example for service provider in Northern Virginia

RESEARCH &

EDUCATION FINANCE GOVT HEALTHCARE MEDIA WHOLESALE

Gen

eri

c

By V

ert

ical

Cloud Computing, SaaS, LAN-to-LAN, Disaster Recovery / Business

Continuity, Video Conferencing, Internet Access, Data Center/IT

Infrastructure Consolidation, Virtualization, Business Process

Automation (BI, ERP, CRM, etc.)

Distance

Learning

VOD

Research

Collaboration

& Networks

Trading &

Market

Info

Financial

simulation

+ complex

modeling

Connectivity

between fed,

local

institutions

Emerg.

services

Video

hearings &

bookings

Remote

training

Imaging &

video apps

Tele-

medecine

Electronic

Medical

Records

Medical

Imaging

(PACS)

Streaming

video

archiving

Production

, post and

distrib.

Social

networking

VoIP

Content

Distrib.

Networks

(CDN)

Wireless

backhaul

BUSINESS

ISSUES VARY

WITH

VERTICAL

Maturing market but still growing fast (15% U.S. CAGR through 2016),

especially for high-capacity services

Ethernet services are a growth engine for many service providers

Access to fiber remains a challenge in some markets

Cloud services, mobile backhaul, and specialized applications drive the

need for more agile and automated operations for Ethernet Services

Service Level Agreements represent an important area of competitive

delineation in a maturing market

GeoAnalytics enables service providers to accelerate its revenue,

profitability, and market share growth

Specialized industry targeting is also a critical element of a tailored go-

to-market plan.

Network Monetization on ciena.com (link)

Read our 4-part blog series on Network Monetization (link)

White paper: Monetizing Networks in the Cloud Era (link)

White paper: Winning in the Ethernet Business Services Market (link)