The document summarizes Cisco's Expo 2012 conference. It discusses trends in the telecommunications industry such as increasing revenue, avoiding churn, and reducing costs. It also covers topics like cloud services, internet video, and new business models and services for service providers. The document provides examples and statistics related to these trends.

1. Cisco Expo 2012
Новые Возможности для Ваших Идей
Выживание в джунглях.
Теоретические советы.
Vladimir Litovka (vllitovk@cisco.com)
Business Development Manager, SP / RCIS
October ‘ 2012
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 2

2. Market trends
Increasing Revenue
Avoiding Churn
Reducing Costs
Key Takeaways
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3. “France Telecom-Orange (FT-Orange) … was hurt in its
domestic market by intense competition triggered by the
✔! arrival of Iliad’s Free Mobile, a new low-cost cellco.
Orange France lost 155,000 mobile subscribers during
the second quarter, an improvement on the 615,000 lost
during the first quarter.” – Telegeography
“… by 2016 operators will have lost $54bn in SMS
✔
revenues due to the increasing popularity of social
messaging services on smartphones, more than double
the $23bn they are expected to have lost by the end of
2012” – Ovum
"Broadcast IPTV's market share is diminishing rapidly,”
… particularly in the U.S., which has coined the phrase
✔ 'cutting the cord' to describe users who end long-
running, often expensive relationships with big cable TV
providers and opt instead for content delivered by the
likes of Netflix. -- Oliver Johnson, Point Topic CEO
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4. Cloud Services, Machine to Machine (M2M)
Microsoft 365, iCloud, Google Cloud, …
• higher requirements to response time
• higher requirements to network presence
 Majority of enterprises or 84% across Europe, the
Middle East and Africa (EMEA) consider cloud
computing to be a priority and 56% consider it a
critical priority over the next 18 months, according to a
latest study. (Vmware)
 Global software-as-a-service (SaaS)
sales are tipped to grow almost 18%
year-on-year in 2012, and will
continue to increase through 2015.
(Gartner)
 The transition to Cloud based services such as
Amazon EC2, iCloud, Google Cloud, and Microsoft
 The number of machine-to-machine Office 365 will contribute over 384 Exabytes (1018
device connections globally will grow bytes) to Internet backbone traffic by 2016. (Cisco
to 2.1 billion by 2021, up from 100.4 VNI)
million last year, according to new
research from Analysys Mason.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 5

5. Entertainment: Internet Video, File Sharing
Hulu Netflix
Youtube …
91 55
Percentage Share of Percentage of Internet
Video in Consumer Traffic(*) Video in Consumer Traffic
* Source: Cisco 2011
 bandwidth hungry  non-multicastable
 sensitive to packet loss
(*) Including Video over P2P
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 6

6. city is costly, but it has always been possible to get a return on these investments. Soon
ity will be seen to carry more risk than reward. Cisco and others anticipate that by 2015, a
eached where the costs of expanding backbone networks will exceed the revenue potential
iii
rried (Figure 2) . This problem is exacerbated by the shifting of revenue towards content
ce providers struggling to capture sufficient revenue from predominantly flat–rate, bandwidth-
.
g service
wards this
technical,
d some
result from
ackbone
itionally
reliance on
ling
n-linear
ate the
point.
explore
impact.
umber of
utions that
ut, once
cient
only a single
mensional
Figure 2 - Global Service Provider Revenue versus Investments
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 7
escribe a
s and platforms that together enable a promising new architectural approach – one that can

7. city is costly, but it has always been possible to get a return on these investments. Soon
ity will be seen to carry more risk than reward. Cisco and others anticipate that by 2015, a
eached where the costs of expanding backbone networks will exceed the revenue potential
iii
rried (Figure 2) . This problem is exacerbated by the shifting of revenue towards content
ce providers struggling to capture sufficient revenue from predominantly flat–rate, bandwidth-
.
g service
wards this
technical,
d some
result from
ckbone
itionally
eliance on Increase Revenue through:
ling New Business Models: Trusted Aggregator
n-linear
ate the New Partnerships: Content, Applications, Business
point.
explore
impact.
umber of
utions that
ut, once
cient
only a single
mensional
Figure 2 - Global Service Provider Revenue versus Investments Quality of Experience for Users
escribe a
s and platforms that together enable a promising new architectural approach – one that can Always on-net
urn back from the breaking point and efficiently deliver the needed capacity and flexibility.
Quality of Support
Reduce Cost by:
ibiting Growth, Efficiency, and Profitability
Service Delivery Infrastructure Simplification
Dynamic Resource Allocation: Optimal Utilization
ce providers must find ways to increase revenue or reduce capital and operational costs from
s. Increasing bandwidth, flexibility, and efficiency are critical to achieving both of these goals.
n to the majority of service provider backbone networks are slowing or preventing progress in
architectural/organizational factors and factors related to the DWDM, optical TDM, and packet
nd Organizational Factors
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rchitectures have evolved over many years to include layers that exist and operate in relative
include (as shown in Figure 3):

8. New business models and services
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9. Walled Garden Services + Simple IP Peering for Internet
Internet
Internet Service
Backbone Provider
Provider
Loose Ecosystem,
Internet Connectivity-based
Premium
Service
Provider Internet $ Content
Access & $ $
Provider
Triple Play
Roughly Symmetrical Provider
Traffic patterns for Access Services Network
Service Provider Closed Ecosystem
$ $ $
Quality and Fair Payments + Scale and Openness
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10. Breaks Traditional Internet Peering Business Model
Applications Internet
Internet
and Content Service
Backbone
Providers Provider
Provider
Highly Asymmetrical
Traffic patterns
Premium
Internet Content
$ Access & Provider
$ Triple Play $ $
Internet Provider
Service $ Margin Squeeze for
Access SP
Provider $
$ $ $ $
Money and/or Value Flow Mismatch for Access SP
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11. Applications Internet
Internet
and Content Service
Backbone
Providers Provider
Provider
CDN eases
traffic mismatch
Premium
$ Other party
Content
$ Internet
$ CDN
$ CDN and
Access & Provider
$ Cloud-based Content
Triple Play
Consumption $
Internet Provider Federated CDN for
Service Greater Reach, Better
Provider User Experience
$ $ $
Money and/or Value Flow Mismatch for Access SP
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12. Applications Internet
Internet Cloud-based
and Content
Providers
$ $ $ Global
Backbone
Backbone $ $ Service
Services
Provider
Cloud-based Provider
Services
Apps, Content, Resources
CDN eases
traffic mismatch
$
Premium
$ Internet
Other party
Content
$ CDN and
Access &
$ CDN
Provider
$ Cloud-based Content
Triple Play
Consumption $
Internet Provider
Cloud-based
Service $ $ $ Federated CDN for
Greater Reach, Better
Services
Provider User Experience
$ $ $
© 2011 Cisco and/or its affiliates. All rights reserved. Optimum Value to End-Users Cisco Expo Ukraine ‘ 12 13

13. Source: http://ain.ua/2012/05/24/85751/
В начале 2012 года трафик только EX.UA
только через UA-IX составлял около
80Gbps (около 30% общей загрузки UA-IX)
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14. • Ingest to Hierarchical
Content Acquirer
• VoD Dynamic Cache-Fill Published
Content Internet
CDN
• Live Dynamic Stream
• VoD Library Ingest Split
• Live Streams Ingest • HTTP, FTP, CIFS, NFS, Content
• VoD Prepositioning RTSP Acquirer
Content Streamer
• VoD Streaming • Stream HTTP, RTSP, Management
• Live Streaming RTMP (U-/MCast) Service Router
• Concurrent Multi-Protocol • High Performance Internet
• HTTP Download & PDL • Detailed Reporting Streamers
• Global Load Balancing • Content and Load
Service Router
Aware
• Content Request
Routing • Subscriber & Network
Aware
• HTTP, RTMP, RTSP,
DNS • Integrates with BGP,
OSPF
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15. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 16

16. 1x STB 2x STB 3x STB
TV service (UAH / month) 25 32 39
Equipment (UAH / month) 13 20 30
Total (UAH / month) 38 52 69
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17. Source: http://tinyurl.com/tablet-usage-growth
… and more than 70% of consumers use alternate electronic devices such
as tablets, notebook PCs, smart phones, MP3 players and desktop computers
to view TV/video content.
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18. Source: http://www.sostav.ru/news/2012/10/05/online_market_intelligence/
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19. Before (UAH / month)
TV service Equipment Total Income (for 100k)
1x STB 25 13 38 60% 2,280,000
2x STB 32 20 52 30% 1,560,000
3x STB 39 30 69 10% 690,000
Total 4,530,000
After (UAH / month)
TV service Equipment Total Income (for 100k)
1x STB 25 13 38 35% 1,330,000
2x STB 32 20 52 20% 1,040,000
3x STB 39 30 69 5% 345,000
Unlimited 46 13(*) 59 40% 2,360,000
Total 5,075,000
Growth (%) 12.0%
(*) Assume at least one STB in most cases – for at least one legacy TV set
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20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 22

21. 80% of the time users 19 out of 20
smartphones
are within Wi-Fi
support Wi-Fi
coverage
Mostly nomadic use
50% of smartphone
usage is already on
Wi-Fi
100
%
50%
50%
23%
0%
2010 2011
Sources: Cisco Visual Networking Index, 2011; Bango Inc., February 2011; North Carolina State Univesity, Cisco IBSG 2011
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22. Source:http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1
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23. Hotspot 2.0
Hotspot today Hotspot 2.0
Automatic network selection MCC MNC 802.11u
Transparent authentication EAP-SIM/AKA EAP-SIM/AKA
Secured air interface A5 802.1x
Security: rogue prevention A3/A8 802.1x
Transparent roaming
Full mobility & portability
More details @ http://www.cisco.com/en/US/solutions/collateral/ns341/ns524/ns673/white_paper_c11-649337.html
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 25

24. RF Intelligence
ClientLink BandSelect
Beamforming: focusing RF energy AP-assisted 5Ghz band selection
towards clients
• Optimizes RF utilization
• Up to 87% throughput improvement • Frees up 2.4GHz space for single band
• 20% range increase clients
• Tested & validated by • Higher user density
CleanAir VideoStream
Silicon-based spectrum analyzer Wireless optimized for video
• Automatically mitigate impact of • Video quality optimization
wireless interference • Resource reservation and streaming
• Self-healing, optimization prioritization
• Network-wide visibility • Reliable multicast
More details @ http://www.cisco.com/go/spwifi
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25. B2C
 Bundling WiFi to another service  Premium Hotspot
Differentiation More capabilities
Reducing customers churn Additional fees or bundling
 Guest access  Managed Wireless LAN
Market visibility Additional fees or bundling
B2SP B2B
 WiFi Roaming Agreements  Location-based services
 Mobile Offload Wholesale  M2M connectivity
 Managed Small Cells  Managed WiFi
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26. Access Points
Business
Policy / AAA /
DHCP / Portal
Indoor
NAT,
Broadband
Firewall
Network
Gateway
Home Wi-Fi Office Internet
Access & Aggregation
Outdoor
Wireless
Controllers
Management &
Provisioning
Residential
Community
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27. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 29

28. * On-site Location * “In-Cloud” Location
* Hardwared * Virtualized
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29. Software as a Service enables users to access applications
running on a Cloud infrastructure from various end-user
devices (generally through a web browser). The user does not
manage or control the underlying Cloud infrastructure or
SaaS individual application capabilities other than limited user-
specific application settings.
Platform as a Service enables users to deploy
applications developed using specified programming
languages or frameworks and tools onto the Cloud
PaaS infrastructure. The user does not manage or control the
underlying infrastructure, but has control over deployed
applications.
Infrastructure as a Service provides users with
processing, storage, networks, and other
computing infrastructure resources. The user does
IaaS not manage or control the infrastructure, but has
control over operating systems, applica- tions, and
programming frameworks.
Source: http://csrc.nist.gov/publications/nistpubs/800-145/SP800-145.pdf
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30. Microsoft 365 Cisco Hosted
Collaboration
SaaS Salesforce
Google Apps
Google Apps Engine
Microsoft Azure
PaaS WorkXpress
Jelastic
Amazon AWS & EC2
ДЦ Парковый
IaaS Terrermark
Savvis
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31. Pay on Demand

Pay as You Grow

Optimal Allocation of Resources

Seamless Technology Upgrade

Focusing on Core Business Activities
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32. Additional Long-Term
Revenue Relationships
Market Resources
Recognition Optimization
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33. Revenue
Increase
Churn Market
Prevention Visibility
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34. Quality of Experience
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35. Perception:
80% of CEO’s believe their brand
provides a superior customer experience
Fact:
8% of their customers agree
Bain & Co (via FutureLab)
✔ Technology perfection
Service and content from
✔ anywhere across all devices
✔ Multi-Tier Support
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36. Technology Perfection
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37.  Efficiency
• shortest / fastest paths
• arbitrary topology  Scalability, security
• paths diversity • bandwidth
• interaction with applications • services
• subscribers
 Reliability, simplicity
• time of troubleshooting
• time of recover
• time of provisioning
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38. MPLS
 Efficiency
• shortest / fastest paths
• arbitrary topology  Scalability, security
• paths diversity • bandwidth
• interaction with applications • services
• subscribers
 Reliability, simplicity
• time of troubleshooting
• time of recover
• time of provisioning Ethernet
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39. Making profit beyond basic
subscriptions
Service quality and security
Revenue
Profitability = ƒ CapEx + OpEx
Reduce operational
Manage the bandwidth complexity
Maximize return from Increase traffic
infrastructure efficiency
Investments savings
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40.  ASIC (Application-specific integrated circuit) is an integrated
Multiprotocol Labels Switching (MPLS)
circuit, customized for a particular use, rather than intended for general-purpose
No Changes to Forwarding Plane during years
use:
• hardcoded for particular algorithmMPLS Transport Profile (TP)
• on-board RAM used only for data, not for code
• cheap in development and manufacturing
• short lifetime
2005 2006 2007 2008 2009 2010 2011
 NPU (Network Processor Unit) is an programmable integrated circuit,
similar
Spanning to general purpose Central Processor Units (CPU):
Tree 802.1Qay 802.1aq
• has set of microcoded generic functions like pattern matching, key lookups,
(PBB-TE) (SPB)
T-MPLS
queue management, etc
802.1ad
• can be programmed for any algorithm to execute
(QinQ) REP, EAPS, 802.1ah ITU G.8032
• more expensive
RRPP, RRST, than ASIC (PBB)
… TRILL
• longer lifetime than ASIC’s one
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41. Multiprotocol Labels Switching (MPLS)
No Changes to Forwarding Plane during years
MPLS Transport Profile (TP)
2005 2006 2007 2008 2009 2010 2011
Spanning
Tree T-MPLS 802.1Qay 802.1aq
(PBB-TE) (SPB)
802.1ad
(QinQ) 802.1ah
REP, EAPS, (PBB) ITU G.8032
RRPP, RRST, … TRILL
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42. Multiprotocol Labels Switching (MPLS)
No Changes to Forwarding Plane during years
MPLS Transport Profile (TP)
Every change in the format of the frame
2005 2009 2010 2011
involves replacement of ASIC-based
2006 2007 2008
Spanning
Tree
“cheap” equipment 802.1Qay T-MPLS
(PBB-TE)
REP, EAPS, ITU G.8032
802.1ad RRPP, RRST, …
802.1ah 802.1aq
(PBB) TRILL
(QinQ) (SPB)
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43. Multiprotocol Labels Switching (MPLS)
No Changes to Forwarding Plane during years
MPLS Transport Profile (TP)
Investment Protection
2005 2006
Inter-vendors compatibility
2007 2008 2009 2010 2011

Spanning
Back Compatibility
Tree  802.1Qay 802.1aq
(SPB)
Scalability, Reliability (PBB-TE)
T-MPLS
802.1ad 
(QinQ) REP, EAPS,
RRPP, RRST, …
Efficiency, Universality
802.1ah ITU G.8032
TRILL
(PBB)

Year-to-Year Cost Reduction
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44. Core Network
15%
Access Network
50% Aggregation
Network
35%
How often you want to reinvest
third to half of the network’s cost?
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45. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 49

46. ASR9006
ASR9010
Scalability ASR9022
ASR9001
✔
ASR903
mid-scale pre-aggregation
ME3600CX
business access
ME3800X
business access ✔
Services
ME3600X
low-scale pre-aggregation ✔ (✔) Ask your dealer for
Price
special promotions!
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47.  Full featured MPLS LER / LSR
o MPLS L2 / L3 VPN (incl. VPLS)
o MPLS TE / FRR
o MPLS OAM
 Ethernet Virtual Connections (EVC) framework
 Ethernet OAM
o including Y.1731
 Bidirectional Forwarding Detection (BFD)
 Network Health Measurement (IP SLA)
 IP Routing
 IP Multicast
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48. N:1 VLANs
Ambiguous IP / PPPoE
VLANS (1:1)
L3 subI/F
Multipoint EVC
Routing
EoMPLS PW
VPLS
Bridging
EoMPLS PW
P2P EVC
VLAN
xlate EoMPLS PW
1:1, 2:2
1:2
Bridging Multipoint EVC
P2P EVC
EFPs:
VLAN
(802.1q/802.1ad) EFPs: VLAN
(802.1q/802.1ad)
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 52

49.  IOS-embedded diagnostic tool
 Sender / responder based
 SNMP for polling / traps for signaling
 Various parameters to monitor
• Delay (both round-trip and one-way) • Path (per hop)
• Jitter (directional) • Connectivity (directional)
• Packet loss (directional) • Server or website download time
• Packet sequencing (packet ordering) • Voice quality scores
 Supported protocols
• UDP • TCP
• ICMP • Ethernet (using E-OAM)
 Per class of QoS
 MPLS VPN awareness
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50. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 54

51. Ethernet isn’t
ew
r n els
fo o d carrier
ok
Lo ess m
si n transport
bu
technology…
MPLS
afford is
able
techn
ology
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 55

52. Happy networking!
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