My article in page 12 and 13 on Technical Knowledge Library as-a-service offering

1. Cisco Services Dynamics
Your connection to
Cisco Services
Issue 5 I November 2012
Cisco named leader in Unified Communications
Completeness of vision and ability to execute leads
to accolade
Cisco executive perspective – facing forward
Chris Dedicoat, President, Cisco EMEAR advises
businesses to be agile and ready for anything
An architectural approach to
bring your own device
Reducing the risks and pain involved
for an effective BYOD deployment
Does your team have the right knowledge?
Introducing the Cisco Technical Knowledge Library
Success stories
Philips, Lufasona University,
Ecobank and LOCOG
For a richer experience, view our online edition at:
www.cisco.com/go/servicesdynamics

2. 2 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Feature articles
Cisco executive perspective – facing forward
Chris Dedicoat, President, Cisco EMEAR, looks at how organisations
that remain overly attached to old business models are becoming
increasingly vulnerable
Deploying a private cloud
How Cisco intelligent automation can get you started on your journey
to the cloud
With no signs of slowing, data just keeps growing
We’re all creating more data than ever before. How does data
shape the way we live, work, play, learn and interact?
Taking an architectural approach to “bring your own
device”
Our exclusive Cisco Services paper explains how an architectural
approach can give you a solid foundation on which to build and
evolve IT
Empower your business with the right knowledge
To date, the Cisco Technical Knowledge Library has helped more
than 500 organisations and more than 10,000 users across the
world. Could it help you?
The challenges in the data centre
Real life insight into data centre talking points with Yves Bron
Talking about my generation
Nikki Walker, Managing Director, Inclusion, Diversity &
Sustainability for Cisco EMEAR offers a candid look at the
differences between the generations
Case studies
Philips advocates board-level global collaboration
Cisco Services help Philips put TelePresence® system at
the centre of strategic decision-making worldwide
Ecobank benefits from borderless network and
collaboration
How the bank cut costs and improved time to market from
a year to just two months
Cisco Services assist Lufasona University bring
together film students and industry
Portuguese university leads EU project to create
environment for creative and commercial success in cinema
Making collaboration count
The London Organising Committee for the Olympic
Games (LOCOG) uses Cisco technology to communicate
with distributed and rapidly growing organisation
04
07
08
10
12
14
20
16
17
18
19
Contents
Cisco named market leader
in Unified Communications
Gartner’s Unified Communications
Magic Quadrant reflects the rapidly
changing needs of today’s
knowledge worker. Recent research
from a Cisco IBSG Horizons study
showed that a striking 95% of
businesses are allowing employee-
owned devices in some way, shape or
form in the workplace. This includes
smartphones, tablets and other personal
devices that run on a variety of
platforms. Highlighting this trend,
Gartner closely evaluated UC options
that work across multiple mobile
platforms, and that provide support for
open standards and interoperability with
other solutions.
According to Gartner’s Bern Elliot and
Steve Blood, “Enterprises wish to avoid
‘closed gardens’ and weak support for
standards to ensure choice and control.
Support for standards is a critical
consideration, as enterprises wish to
integrate their UC deployments with
business partners, customers, business
applications and third-party products.”

3. Welcome to the fifth edition
of Cisco Services Dynamics,
your connection to Cisco
Services
2012 has been a device-rich year.
I am seeing more and more of my
colleagues, peers and customers
choosing to use alternative devices
in the workplace, the most popular by
far being the tablet – and not just the
iPad! With so many manufacturers
producing tablet devices using
different operating systems, this does
raise valid concerns about support
and access to corporate systems.
You will see from the article opposite,
95% of businesses are allowing
personal devices to be used in the
workplace, and this trend is
highlighted by Gartner in their most
recent Magic Quadrant report that
shows Cisco as the leader in Unified
Communications, an accolade we are
very proud of.
So when you engage Cisco Services,
you can be confident you are
benefiting from our professional
expertise, knowledge and experience
from working with businesses across
the world to deploy solutions that
deliver real value and return.
I hope you enjoy this edition.
Paula Dowdy
Senior Vice President, Services Sales,
Cisco Systems, EMEAR
Cisco Services Dynamics 3
Support for multiple platforms
Cisco helps businesses address this
growing need by providing a full suite
of UC solutions for mobile devices
across a variety of deployment options,
including Apple, Android and other
popular operating systems. For
enterprises juggling a deluge of new
employee devices and corporate
platforms, the ability to provide full UC
client support – including video, instant
messaging (IM), presence and web
collaboration – across a multi-vendor
environment is critical.
Flexible deployment options
Gartner also emphasised the
increasing role of the cloud in the
enterprise. In fact, in a previous
Gartner study entitled, “Predicts 2012:
Successful UC Deployments Depend
on Defining Organisational Objectives
and Understanding the Challenges,”
Gartner found that by 2016, 50% of
organisations will source their UC on a
utility subscription model, up from less
than 5% today. This new trend
reinforces a critical need for flexible
deployment options. Cisco customers
can choose to deploy Cisco’s UC
solution onsite and can choose from
several virtual desktop integration
options to deliver full voice and video
functionality to thin clients. Or, they
can choose a fully or partially hosted
model with Cisco’s subscription-
based UC offering, the Cisco Hosted
Collaboration Solution.
And it’s fantastic that these reports are
not just based on technology, but also
customers’ success and a vision for
the market direction. We’re excited to
be on the leading edge of helping
businesses with these fundamental
market transitions and to be
recognised by Gartner as a leader in
unified communications. In a world
that is more mobile, social, visual
and virtual, Cisco is committed to
helping business work the way want
– on any device, from any location.
View the Gartner Magic Quadrant for UC here:
http://tiny.cc/gko7jw
Resources
Download a complimentary copy of
Forrester’s TEI of Cisco Collaboration
Optimisation Services for UC here:
www.ciscoservicesdynamics.com/tei
View the Cisco IBSG Horizons report
on BYOD and Virtualisation here:
http://tiny.cc/s03emw
Cisco Hosted Collaboration Solution
web page:
http://tiny.cc/q93emw

4. 4 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Cisco executive perspective
Facing forward
“Waiting for the recession to ease is no longer a prudent
strategy for companies that want to maximise future
growth opportunities. Economic cycles are shortening
and now more than ever businesses need to be agile
and ready for anything.”
Chris Dedicoat
President, Cisco Europe, Middle East, Africa, Russia
Organisations that remain wedded
to old business models are becoming
increasingly vulnerable. They face
threats not only from a difficult
economy, but also from the emergence
of unforeseen competitors in the form of
new players – whether in their home
markets, or further afield.
Waiting for the economy to recover
before bold moves are made is a
dangerous strategy. It is becoming
increasingly clear that we are moving
towards shorter, more unpredictable
economic cycles than have been
experienced traditionally, making it harder
for businesses to know what to expect.
Meanwhile the pace of change has
accelerated to unprecedented levels,
compounding the situation for those trying
to develop new company strategies.
As economic uncertainty continues to
linger, not helped by the current euro-
zone crisis, many organisations across
EMEAR now find themselves at a
crossroads. Having now done much of
the work needed to pare back their
operations so that they are leaner and
more efficient, they must now question
their ability to flex and adapt, to innovate
and develop new business models that
exploit the way the market is moving.
Now more than ever technology
innovation is core to competitiveness. It
affects how agile organisations are, and
how innovative they can be in seizing
new market opportunities and surprising
customers.
A strong base to build on
Established markets in EMEAR have a
strong history of IT innovation, with
European countries dominating the top
10 positions for global IT
competitiveness according to the World
Economic Forum’s latest Global

5. Cisco Services Dynamics 5
Competitiveness Report. This gives
companies in those countries a solid
foundation to build on – provided they
have not built themselves into a corner,
and are able to stay on top of market
changes.
But emerging markets are making good
headway too, particularly the BRICS
nations (Brazil, Russia, India, China and
South Africa), which are catching up
quickly. The World Economic Forum
predicts that by as soon as 2013 these
economies will overtake established
economies in their share of world GDP.
In emerging markets, high growth rates
provide a propitious environment for
enhancing competitiveness through
structural reforms and growth enhancing
investments in order to make economic
development more sustainable.
The fact that businesses in emerging
markets are not encumbered by out-of-
date technologies offers them a
strategic advantage in a global market.
A report published by the Economist
Intelligence Unit (EIU) in September
2011 highlights a direct correlation
between a country’s IT competitiveness
and its overall competitiveness.
Worryingly, although it has maintained a
competitive position to date, traditional
European markets have a relatively low
IT spend as a proportion of its GDP
compared to the Americas and
emerging economies – something that
will need to change if businesses in
these markets want to maintain and
sharpen their edge.
Preparing for the unpredictable
As organisations across EMEAR
contemplate the future then, alongside
their strategies and budget
considerations for the immediate period,
they need to assess their readiness for
the unforeseeable.
All businesses should be asking
themselves what the underlying
technologies are that might affect them
a year from now, two years from now,
three years from now and so on –
refreshing this perspective every six
months. Winding the clock back just a
matter of years, few could have
predicted how smartphones, tablets and
social networks would change the way
companies do business. In years to
come, new explosions of innovation will
upset the status quo once more. Any
organisation that pins itself to a
particular way of working today risks not
being relevant to or ready for what
happens next.
Innovation can be applied at a process
level to enhance productivity, but it can
and should also be applied at a higher
level to enable the creation of new
business models – changing an
organisation’s very proposition, or the >>
“Winding the clock back just a matter of years, few could have
predicted how smartphones, tablets and social networks would
change the way companies do business.”

6. 6 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Read more executive perspectives:
www.cisco.com/go/executiveUK
“For every two companies that are holding back on investment in growth
and innovation, there will be at least one that is forging ahead, determined
to command their share of new market opportunities as they emerge.”
>>
Flexible foundations
Intelligent networks facilitate all of this –
allowing organisations to operate more
fluidly, but without loss of control. A
dynamic infrastructure with inherent,
centrally managed security offers
businesses the essential building blocks
on which to base new business models,
streamline processes, harness the cloud
and deploy advanced remote and
mobile capabilities. Without a consistent,
integrated, yet infinitely malleable
infrastructure to underpin any new
business model, organisations could
create more problems than they solve –
by creating new silos, or new points of
data vulnerability, for example.
The next phase of internet advancement
depends on dynamic, secure
interconnections, allowing new levels of
spontaneity in the flow of business, in
the way knowledge and resources are
shared, and the way that teams can
form and disperse. Whether the
challenge is to redraw the customer
proposition; be more dynamic in the
way knowledge is shared; or respond to
users’ demands to choose the
technologies they use for work, an
intelligent infrastructure is the essential
facilitator of this controlled freedom.
Once this is in place, companies can
start to make strategic choices about
whether to harness cloud-based
applications and services, the types of
collaboration tools they employ, the
optimal approach for facilitating remote
and flexible working and new ways of
adding value for customers.
For every two companies that are
holding back on investment in growth
and innovation, there will be at least one
that is forging ahead, determined to
command their share of new market
opportunities as they emerge. This is
certainly true in emerging economies
where companies’ ambitions know no
bounds. As cautious as businesses in
EMEAR feel they need to be financially
at the moment, they should consider
whether inertia might be the costlier
risk if they are later unable to make up
the ground lost.
way it reaches customers. The more
dynamic and flexible the underlying IT
infrastructure, the more options
companies have. Studies by the likes of
PwC and market capitalisation rankings
by Forbes show that the more ambitious
industry sectors and individual players
have been during the difficult economy
between 2008 and 2011, the more they
have bucked the trend and achieved
real business growth.
Specific examples can be seen in the
cases of Allianz in the financial services
sector, and John Lewis in retail. Both
organisations have broken down
organisational boundaries, creating more
fluidity in their operations, to make them
more customer-centric in their business
models. By pooling resources internally
and collaborating more dynamically, they
have become more productive and
responsive; a platform- rather than silo-
centric approach to information
management meanwhile has enabled
closer channel integration, giving these
companies’ customers more choice –
and more opportunities to purchase.
Customers are also being given more of
a sense of control over the products
they buy, as well as the channels
through which they procure them. As a
result of feeling they have more
influence, these customers are more
likely to stay loyal to the brands.
Keeping one eye on what’s coming
A global survey by McKinsey last year
(A Rising Role for IT) suggests that, as
technology becomes a more important
factor in reshaping industries,
companies’ boards of directors need to
play a more active role in deciding how
technology is incorporated into overall
strategy – and that ideally discussions
should address forward-looking
assessments of technology trends as
well as immediate priorities.
Such discussions must transcend
specific issues such as security or
compliance with data-handling or
reporting regulations. The agility
required to support any decent level of
innovation means drilling down to the
infrastructure level, where any significant
manoeuvrability by the business will be
determined. With the right underlying
architecture in place, organisations will
be better able to get to a position, at
least logistically, where they can achieve
much of the innovation they envisage.
Get the ground-level platform right, and
specific issues such as security, rights
control, borderless data analysis and
collaboration, mobilisation and
personalised user or customer self-
service become a more viable
proposition.
Cisco executive perspective
Facing forward

7. Cisco Services Dynamics 7
Cisco Intelligent Automation is here to
help organisations with their own initial
private cloud, with automation and
orchestration capability that can be
rapidly deployed for the Cisco Unified
Computing System (Cisco UCS) platform.
But why is this important?
People, process, and policies frequently
evolve more slowly than technology. In
most IT organisations, the process for
data centre application and infrastructure
service request management is complex
and expensive. Each request is often
treated as a separate project, requiring
approvals and exceptions. The result is a
time-consuming and inefficient series of
manual steps, involving requirements
validation and architecture reviews,
which slow down the entire process
and frustrate end users and
business stakeholders, who
do not understand the
source of the delays.
These users expect internal IT resources to
be as easily available and cost effective as
the resources available from public cloud
service providers. IT teams that take
advantage of private cloud solutions with
prebuilt portal content and automation
workflows can overcome many of these
concerns and establish IT as a credible and
trusted business partner by rapidly deploying
Infrastructure as a Service (IaaS). As trust
develops, it will be easier for business and
IT decision makers to work together to
define more comprehensive standards,
templates, and workflows to extend the
scope and value of the organisation’s
private and hybrid cloud environments.
Cisco Intelligent Automation for Cloud
Starter Edition provides customers with an
automated out-of-the-box self-service
provisioning portal and process
orchestration engine that includes
extensive, prebuilt templates and
workflows for provisioning physical
and virtual Windows or Linux
servers using a simple, intuitive
web-based interface. Both
end users and IT
administrators can track
the status of each
request from inception to completion and
can monitor the actual amount of
resources consumed during the lifetime of
the machine. End users can also use the
portal to request extended use of
resources or to decommission resources
that are no longer needed. More
sophisticated users and IT staff can use
the portal to implement simple
administrative tasks such as power
on/power off, taking snapshots, or
modifying CPU or RAM configurations.
The built-in Cisco Process Orchestrator
automates service delivery using
predefined workflows to request the
appropriate physical, virtual, network,
and operating system resources. In
most situations, a user request can be
completed in 15 minutes or less.
To find out the best direction your
private cloud deployment should be
moving, talk to Cisco Services.
IDC analyst report on private cloud:
http://tiny.cc/wf5blw
Resources
Cisco Intelligent Automation for cloud
starter edition web page
http://tiny.cc/v94blw
Download the Cisco Intelligent
Automation solution for cloud services
datasheet
http://tiny.cc/1slanw
Video: Cisco Intelligent Automation for
cloud starter edition - demonstration
http://tiny.cc/ve5blw
Want to deploy a private cloud,
but not sure where to start?
Cisco Intelligent Automation might be the answer

8. 8 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Massive amounts of data are being created
every day, and shaping the way we live, work,
play, learn and interact. This “Big Data” can
give a strategic advantage. Big Data can also
create a richer experience for customers.
TWITTER USERS
send over
100,000 tweets
SOURCES: http://news.investors.com/, royal.pingdom.com, blog.grovo.com, blog.hubspot.com, simplyzesty.com, pcworld.com, biztechmagazine.com, digby.com
YOU TUBE USERS
upload 48 hours of
new video
APPLE
receives about
47,000 App
downloads
With no signs of slowing,
data just keeps growing
Didier Rombaut Media Strategist for Cisco Data Centre Solutions, considers the implications
Did you know?
Every minute of the day...

9. Cisco Services Dynamics 9
FACEBOOK USERS
share 684,478
pieces of content
EMAIL USERS
send 204,166,667
messages
CONSUMERS
spend $272,070
on web shopping
Scientists have speculated on the
implications of the explosion of data.
They described their vision for a future
Internet of Things — when trillions of
networked computers could free people
to focus their energies on pressing
issues like climate change or resource
shortages. (Watch a video interview from
David Evans, Cisco’s Chief Futurist and
Chief Technologist as he talks about the
Internet of Things and Tech Predictions).
Today we definitely see the Internet as
the next realm for Big Data to shine:
From a video camera, a tyre pressure
sensor to a smart meter, these devices
are creating a constant flow of data. In
fact, as Carlos Dominguez, Cisco SVP,
Office of the Chairman of the Board and
CEO explains in his blog “Finding
Wisdom in Big Data”, the data generated
by the devices will very soon make up
the majority of all information available,
with the caveat, that the real-time nature
of these new sources of data requires
that it is evaluated in motion and in a
meaningful way. The value of data is
often dictated by time, being at its
highest value as it is created. It is less
and less relevant to look at them later.
Gathering data-in-motion from these
sensors, mobile devices, and video
cameras, the network can help
companies and organisations to make
decisions in real time. Cisco provides the
intelligent infrastructure that supports this
evolution.
This future of data-in-motion is the focus
of a recent project produced by famed
photographer Rick Smolan and
sponsored by Cisco. The Human Face of
Big Data launched during October 2012
with a program featuring industry thought
leaders, amongst them Carlos
Dominguez discussing “data in motion.”
You can watch a recording by checking
out the links on this page.
“Big Data is the new oil!
It has the power to
transform economies,
make businesses
more efficient, and
improve our daily
interactions as
consumers. However,
like oil, data is not truly
valuable until it has
been refined—until it is
analysed and some
valuable action is
extracted from it.”
Bill Gerhardt, Director, Cisco IBSG
Resources
Didier Rombaut blog
http://tiny.cc/iawwlw
Video interview with David Evans
http://tiny.cc/ibwwlw
Carlos Domniguez blog
http://tiny.cc/acwwlw
The Human Face of Big Data webcast:
http://tiny.cc/scwwlw
Follow Carlos Dominguez on Twitter
@carlosdominguez
and join the conversation at
#DataInMotion

10. 10 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
John Newman and Scott Sturgess from the Cisco Borderless Network Architecture
Practice group present the merits of how taking an architectural approach can
significantly reduce the risks and pain involved for a BYOD deployment.
Taking the architectural approach
to “bring your own device”

11. Cisco Services Dynamics 11
The bring-your-own-device (BYOD)
trend provokes many reactions from
IT and businesspeople. BYOD is often
seen as nice to have — as something that
allows people to use the corporate
network to tweet on their personal
smartphone at lunchtime while also
allowing them to check their work email
over the weekend. The inevitable trend
toward device consumerisation has given
a lot of people personal computing
devices far superior to those now
provided by work. People would prefer to
have these personal devices for both
work and personal use and have the
resulting freedom to work more flexibly.
This, however, is not generally a
justifiable reason to spend a lot of money
upgrading corporate infrastructure.
Let’s start by expanding the scope
beyond BYOD to secure mobility. By
“secure mobility,” I mean enabling
employees with smart mobile devices so
that they can transparently and securely
connect to the corporate network to
deliver business value. A real example
of this would be an equities salesperson
using an iPad when meeting with a
high-value client to run through different
investment scenarios in real time, when
using a laptop would create a physical
barrier with the client.
For me, this started with multiple
requests from customers who had given
the senior team iPads, and they simply
wanted to connect up reliably to the
corporate wireless network. Next,
security concerns and worries about
allowing smart mobile devices onto the
same network as sensitive corporate
information and applications started to
emerge.
The security concerns were founded on
the lack of corporate control over the
devices and the likelihood of the leakage
of information stored on SD cards or
unencrypted internal storage or access
to applications from unsecure devices
that memorise passwords. These
concerns can spread to governance and
compliance and can rapidly spiral into a
black hole.
Some great technical solutions exist that
allow you to transparently control access
to individual applications and network
resources based on a variety of attributes
such as device, connection, and location.
Hoorah, I hear you cry, and when you
see a vendor demonstrate these systems
to you, you will love the control, flexibility,
and ease of implementing your new
updated information security policies.
By taking an architectural approach,
combined with a deep understanding of
the underlying technology, Cisco
Services is uniquely positioned to assist
customers in transitioning to a unified
workspace environment in which BYOD is
a primary component. With end-to-end
service offerings and a comprehensive
partner ecosystem, Cisco Services has
unparalleled experience in transforming
an organisation’s infrastructure to meet
the very latest mobility requirements and
demands, allowing enterprises to
maximise the benefits that a well-
architected network can bring.
According to the 2012 Cisco IBSG Horizons Study of 600 U.S. IT and
business leaders, “BYOD is here to stay, and managers are now
acknowledging the need for a more holistic approach — one that is
scalable and addresses mobility, security, virtualisation, and network policy
management — in order to keep management costs in line while
simultaneously providing optimal experiences where savings can be realised.”
In its simplest form, an architectural approach is the methodology that contains
each required phase that must be executed in a logical sequence in order to
transform the infrastructure from its current state to its desired target state. A
holistic, architectural approach provides an organising principle, a framework.
It gives you a solid foundation on which to build and evolve IT.
Mobile workspace challenges
•Support rich collaboration services
on a wide array of mobile devices
•Rapidly scale virtual desktops
without compromising quality of
experience
•Manage the increasing volume,
variety, and velocity of data so that
the right information can be
accessed by the right people
•Extend access not just to
employees, but also to customers,
partners, vendors, and suppliers
•Determine which apps to mobilise
•Effectively manage and secure
both personal and business mobile
apps while providing the
consumer-like, self-service
capabilities that users want
Architectural approach benefits
•Protects legacy investments
•Improves quality of experience
•Makes changes to business
processes possible
•Enhances security, so intellectual
property is protected
•Allows you to plan for growth and
future scalability
•Minimises risk
Download a complimentary copy of this paper:
www.ciscoservicesdynamics.com/byodpaper

12. 12 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Knowledge is power
Today, enabling business innovation and
agility is about empowering your IT
knowledge workers with the right kind of
information. In order to accelerate the
adoption of new network capabilities, your
IT organisation must improve staff
competency and confidence. The Cisco
Technical Knowledge Library (TKL)
service offers IT administrators, engineers,
and network architects anytime, anywhere
access to Cisco proprietary best practices
that put a spotlight on technical innovation
or demonstrate how to maximise existing
investments in Cisco solutions.
Cisco invests in your success
Whether you are a Cisco customer or a
partner, Cisco wants you to be successful.
An important element of your success is
whether your IT staff is knowledgeable
and ready to fully utilise or optimise the
capabilities of the network. For that to
happen, your IT staff needs to go beyond
product basics. It’s critical for your staff to
understand how to apply best practices so
that they can successfully plan, build, or
manage network infrastructure.
Get ready, better, and smarter
To date, Cisco TKL has helped more than
500 organisations and more than 10,000
users across the world. With Cisco’s
continuing focus on your success, the
TKL portal provides a pipeline of updated
knowledge from field-proven or lab-
tested expertise.
Cisco TKL offers a breadth of knowledge
resources spanning all three Cisco
architectures — Borderless Network, Data
Centre, and Collaboration. These
knowledge resources will help you to
become better and smarter so that you
can invest your time on what matters
most. The majority of the best practices
in TKL are proprietary in nature, and are
not available publicly on Cisco.com.
Are you driving
the leading edge
of technology in
your organisation?
Empower your business
with the right knowledge

13. Cisco Services Dynamics 13
Return on investment
Imagine your engineering team
spending significant time, effort, and
resources to develop and validate a
single best practice. Now imagine
having to scale this for 1000 or 2000
best practices — a huge undertaking
that may not be budgeted or even
practical. A small investment in Cisco
Technical Knowledge Library service
opens the door to our collection of
best practices - an investment that
will not only make your engineering
staff more productive, but can also
save you precious dollars and time.
Business challenge
•Improve time-to-competency
•Improve confidence in adopting
new solutions
•Expose staff to expert knowledge
•Enhance network stability
Business benefits of TKL
•Helps you drive the leading edge of
technology
•Minimises common errors and
helps your IT organisation to
successfully deploy Cisco solutions
•Maximises your investment in Cisco
products and technologies
•Accelerates time-to-competency
for new network capabilities
•Increases long-term return on your
human resources by facilitating their
preparation and maintenance of
Cisco certifications
Get started today
To start a conversation and learn how
Cisco Technical Knowledge Library
service can help your organisation,
contact your local Cisco account
representative or certified partner.
www.cisco.com/go/knowledgeservices
•Access to Cisco Security
IntelliShield feeds which provide
daily actionable threat and
vulnerability information alerts
Help on and off the job
Cisco’s best practices, based on many
years of experience in the field, help
your technical staff to eliminate
common errors while designing,
deploying, or transitioning to new
network capabilities. At the same time,
they provide practical tips that can be
valuable in achieving or maintaining
Cisco certifications. By exposing your
staff to the ways in which other
experts are solving complex technical
challenges, you elevate their
confidence and support them in
achieving results at the pace of
leading-edge technology.
What does TKL contain?
The Cisco Technical Knowledge Library is
accessible 24/7 via a web portal or mobile
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14. 14 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Tell us a bit about yourself, Yves.
I work as a client solutions executive
within the Data Centre and Virtualisation
(DCV) group, based in Switzerland, where
I have been at Cisco 11 years, 4 years in
areas close to DCV. I am passionate about
everything happening right now around
cloud and data centre transformation.
Cisco has made a significant impact within
this space [and is] now being recognised
as a serious player.
What role do you play?
My role is to advise customers on
their options around their new
challenges and needs within the data
centre. I am seeing a lot of our
customers demanding standardised
and consolidated environments, with
a big push to get over 90 percent of
their IT infrastructure virtualised by
the end of this year. Another driver is
that we are seeing businesses
wanting better application productivity
and availability, and for the business
to be more mobile so that it does not
matter anymore where your data
centre is located.
What are the challenges you see in
customer data centre environments?
There is a real convergence happening
now, with the business really driving
what IT delivers and a focus on the
business needs as a whole. Businesses
see IT as important, but sometimes
delivery on projects is either
underwhelming, has been oversold, or
does not match the set expectation.
With the advent of the cloud, it means
the business may be able to bypass
their own IT by consuming services
directly. In Cisco Services, we bring
these two disparate elements, private
cloud and public cloud, back together to
provide a holistic view of a data centre’s
capability.
The main question is: How can I leave
the past behind, without disrupting
current IT services being delivered to
the business?
What advice do you give customers?
In my role, I advise on what can be
achieved within the data centre — by
bringing both the business and IT
together, working towards a future state
as a blended IT service, with the
expectation set at the outset. I see a lot
of businesses who are not investing in
technology or their data centre — for
example a major car manufacturer who
did not invest, and they have paid the
price as they are now not able to
compete in a highly competitive market.
This hesitancy in infrastructure
investment is largely caused by the fear
behind the financial issues in Europe.
However, companies are now facing the
consequences, as they are not
innovating and ultimately they are late to
market, putting them at a major
disadvantage. In turn, this will have a
longer-term consequence. Putting your
head in the sand and hoping the
problems will go away is not a good
option in economically difficult times!
How do companies try to get the
most out of their budget?
Most companies I talk to are facing
some form of financial challenge. Fixed
budgets, especially those in IT, are not
increasing or are being reduced. At the
same time, markets are becoming
more competitive and businesses are
challenged to become more agile with
the need to get to market quicker. IT
has a duty to support these business
departments, but must do so within
these budget constraints, and
consequently there are newly emerging
models based on cloud-consumption
which provides more flexibility, can be
more cost effective, and is faster to
adopt.
The challenges
in the data centre
We talk to Yves Bron, Solutions Executive for Cisco Services

15. What do you see as being the next
“big thing”?
Mobility and enabling employees to be
more connected and agile is the big
thing right now. You would think this
would not affect the data centre, but in
reality mobile devices still need the data
centre to provide access to the
applications, and also a new degree of
flexible accessibility through firewalls and
security protocols. As an example, one
transportation company announced
recently it is providing their employees
with iPads, to enable a mobile workforce,
but the company still need the data
centre to enable this move. The data
centre has to be enabled as part of this
transition; otherwise the investment
would prove worthless as devices would
not be able to access corporate
systems. The iPad could become an
expensive toy, not a valuable work asset.
The proliferation of devices in the
workplace mean there is more emphasis
on security, computing power and
availability and rather than keep adding
more and more computing power or
increasing the size of the infrastructure,
virtualisation is a key enabler. The
interesting thing here is that IT has
traditionally been siloed into storage,
compute, backup, applications, power,
and importantly the network, all as
separate compartments and virtualisation
affects all these areas, and this in turn
drives complexity. It’s vital if a business
wants to innovate like this, they need to
engage a trusted expert advisor.
Why Cisco Services?
When a customer engages Cisco Services, we really want to understand
the business objectives and work out a plan aligned to the customer’s
business goals. We provide specialist advice and enable our customers to
gain competitive advantage for their business through technology, with
innovative ways to work and new offers for their respective clients.
Cisco Advanced Services is privileged to have some of the industry’s
leading experts with years of experience. In working with our customers,
we can assist by building a strategy, producing a comprehensive plan,
executing on that plan, and then providing comprehensive day 2, on-going
support and management services.
Cisco Services Dynamics 15

16. 16 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
Global manufacturing giant Royal
Philips Electronics employs 116,000
people in more than 60 countries,
offering a world-leading portfolio of
healthcare, lifestyle, and lighting
products. Fast-moving business
conditions demand that the Philips
executive committee in the Netherlands
stays in close touch with managers
elsewhere around the globe. To
strengthen collaborative capabilities, an
innovative boardroom enabled by Cisco
TelePresence® technology was
conceived in Breitner Tower, the
company’s Amsterdam headquarters.
Jap Jongedijk, deputy secretary of the
Philips executive committee, says:
“While executive committee members
could already attend TelePresence
meetings in separate rooms several
floors away, what we envisaged was
much more ambitious — a bespoke
solution that would place collaborative
tools right at their fingertips at any time
of the day or night.”
“Our vision was a state-of-the-art
multifunctional boardroom,” says
Jongedijk, “combining everything we
needed to integrate videoconferencing
and multimedia into our management
meeting cycle.”
Solution
“When we said we wanted the new
boardroom to be multifunctional, we
meant just that,” says Nico Hofman,
Network Solution Expert at Philips.
“It needed to give us a higher return
on the high-tech investment than just
immersive videoconferencing, vital
though that was. The unparalleled
expertise and technical knowledge
inherent in the Cisco
Services team ensured we
would meet that objective.”
The Cisco Services team
played a key role in moving
the project forward carrying
out a full assessment to
calculate camera angles,
setting all participants at equal distances
from the lenses to equalise image size,
working closely with other team members
on multiple iterations of the design
drawings to get the details just right.
“Writing customised applications for the
iPad and seamlessly integrating them
into the technology was another area
where Cisco Services made an
invaluable contribution,” concluded
Hofman.
The new video-enabled boardroom is
enhancing insight into global operations,
accelerating decision-making, and
eliminating travel.
Philips advocates board-level
global collaboration
“The unparalleled expertise and
technical knowledge inherent in
the Cisco Services team ensured
we would meet our objectives”
Nico Hofman, Network Solution Expert, Philips IT
Infrastructure & Platform Team
>Fast facts
Business challenge
•Facilitate virtual global collaboration
between top executives in person,
instantly and at any time
Collaboration solution
•Cisco Services design and technical
leadership to create custom-built video
enabled multimedia boardroom based
on Cisco TelePresence System 3210
Business results
•Executive empowerment with top-level
shift away from traveling for face-to-face
meetings and toward instantaneous video
collaboration
•Faster decision-making, with sharper
regional market insights and improved
global business coordination
•Multifunctional design maximises room
occupancy and return on investment
Cisco Services help Philips put TelePresence system at the centre
of strategic decision-making worldwide
Read the full case study here:
www.ciscoservicesdynamics.com
Cisco TelePresence:
http://tiny.cc/csx7jw

17. Cisco Services Dynamics 17
Ecobank Transnational Incorporated
is a leading pan-African bank with
operations in 32 countries across the
continent. Much of this geographic
spread has come through rapid organic
growth in a relatively short space of
time; the bank has doubled in terms of
the number of markets that it serves in
just 5 years resulting in a best-effort
patchwork of IT systems.
Solution
Cisco Services worked with Ecobank,
initially using a Network Readiness Pre-
Assessment survey, to create an
infrastructure that could help drive
efficiency, productivity, and growth. The
heart of this engine is a Cisco Borderless
Network architecture that underpins core
banking applications, including those
related to ATMs.
“We engaged with quite a
number of original
equipment
manufacturers,” says
Tunji Alabi, Group Head
for Technology
Infrastructure at Ecobank.
“Only Cisco could give us
the reliability, convenience, and security
that we required. It’s an end-to-end
solution — taking in voice, collaboration, and
data centre technology — complemented
by the expertise of Cisco Services.”
Throughout the bank’s IT transformation
process, the support of Cisco Services
has provided not only Network Readiness
Pre-Assessments and the Network
Optimisation Service, but also it is being
entrusted with a network audit, using
Cisco Network Asset Collector software.
Results
The use of Cisco technology has helped
to change the role of IT in Ecobank.
“Now there is a drive towards a more
electronic and IT-driven business,” says
Alabi. “Technology has taken pole
position in our transformation.”
The benefits are already becoming
apparent. The company’s telephone bill
has dropped by 60 percent and office-
based staff use Cisco Unified
MeetingPlace® Express to communicate
across locations.
Now the bank operates on a single
standardised infrastructure it makes it
much easier to deploy IT systems in
new locations. “This has helped us to
cut the time it takes to enter a new
market from a year to just two months,”
says Alabi.
Read the full case study here:
www.ciscoservicesdynamics.com
>Fast facts
Business challenge
•Standardise provision of banking services
across countries
•Reduce operational expenditure
•Support continued growth
Network solution
•Cisco Borderless Network foundation
•Cisco Nexus-based data centre
•Cisco Collaboration tools
•Cisco Services
Business results
•Telephony costs reduced by 60 percent
•First-time Payment Card Industry pass
due to Borderless Network platform
•Time-to-market reduction from one
year to two months thanks to standard
solution
“The fact that I can sleep at night is
due in no small part to the great
support I get from Cisco Services”
Tunji Alabi, Group Head for Technology Infrastructure, Ecobank
Transnational Inc
Ecobank benefits from borderless
network and collaboration

18. 18 Cisco Services Dynamics © 2012 Cisco and/or its affiliates. All rights reserved.
The film and media industry is big
business. For its part, this industry is
concerned that academia does not
always understand the skills it needs,
a view not shared by Dr Manuel José
Damásio, Head of Communication Arts
and Information Technologies at the
University of Lusofona in Lisbon,
Portugal. “European universities have
a long tradition of seeing themselves
as beacons of knowledge and cultural
excellence,” says Damásio.
An opportunity came when the EU launched
a new initiative, called Knowledge
Alliances, aimed at improving
university business cooperation
to create new multidisciplinary
curricula and to promote
entrepreneurship within education.
When the Knowledge Alliance
invited proposals for projects, the
University of Lusofona seized the
opportunity. Its plans for a
“Cinema and Industry Alliance for
Knowledge and Learning” (CIAKL)
project was one of only 3,
out of over 90 submissions, to
be accepted for partial funding
by the EU. CIAKL will see the
university lead a consortium
of five other European
universities, and partners
from the cinema and
digital media
industry.
“We wanted to create an infrastructure, a
rich collaborative environment not just for
this particular initiative, but for other
projects, eventually across all disciplines
throughout the university,” says Damásio.
The Lusofona team looked at solutions
from a number of vendors, but eventually
decided on a campus based Cisco
collaboration platform consisting of Cisco
WebEx Social©
and Cisco Show and
Share®, as well as a Cisco Unified
Computing System©
, complementing an
existing WebEx©
deployment.
“We trusted Cisco technology. They
were the only supplier able to offer a
complete set of tools and an end-to-
end environment in which video was
integrated throughout,” says Damásio.
To help reduce risk in its investment, the
university also drew on Cisco Services’
expertise. In addition to creating the
high-level design, Cisco Services
produced the detailed low-level design,
helping ensure the solution integrated
perfectly into the university’s existing
systems. Using a “train the trainer”
approach, Cisco Services also provided
operational training to the university’s
own staff and were on hand to help
resolve any issues during the first month
of operations.
“Having Cisco Services
overseeing everything provided
extra confidence, both in terms
of achieving a successful project
outcome and also getting the
maximum benefit from the new
technology”
Dr Manuel José Damásio, Head of Communication Arts
and Information Technologies, University of Lusofona
Cisco Services assist Lufasona University
bring together film students and industry
>Fast facts
Business challenge
•Help ensure effective knowledge transfer
between academia and business
•Better equip students with entrepreneurial
skills
•Establish learning platform, irrespective of
geography
Network solution
•Cisco Collaboration environment
•Cisco Unified Computing System for
virtualised hosting and delivery
•Cisco Services for design,
implementation, and knowledge transfer
Business results
•Secure and scalable platform for
collaboration and learning in film and
media industry
•Ability to share, manipulate, and manage
video content among students
•New student generation equipped with
skills and mindsets for creative and
commercial success
Read the full case study here:
www.ciscoservicesdynamics.com

19. Making collaboration count
LOCOG uses Cisco technology to communicate
with distributed and rapidly growing organisation
Cisco Systems was the official network
infrastructure supporter for the 2012
Games, and provided routing, switching,
network and Wi-Fi. Cisco worked closely
with BT Global Services, the official
communications services partner, to create
a mission critical network. To address the
LOCOG communication challenge, a full
suite of Cisco Collaboration solutions was
brought into play.
Running on the London 2012 network,
Cisco Show and Share helped ensure
that video content was stored,
managed, and distributed in a secure
and standardised manner. Maryam
Ahmad, Technical
Delivery Manager
at LOCOG, says:
“Cisco Services
helped design, test,
and deploy a Show
and Share solution
and, by tapping into
their expertise, we
managed to really
improve the end
user experience.”
Along with Show and Share, the Cisco
Media Experience Engine (MXE) allowed
LOCOG to transcode videos quickly and
effectively. Standardising the format and
bit rate of the videos in this way limits
the impact on the network, irrespective
of which format the author uses. To
complement the solution, Cisco WebEx
and BT MeetMe provided a fully
collaborative audio and web
conferencing solution.
Results
“The Cisco collaboration services that
we have, such as Show and Share,
MXE, ECDS, and WebEx, have assisted
us in becoming a more collaborative
organisation,” says Ahmad.
The LOCOG intranet is called The
Knowledge, and it is the first point of call
for all employees to access information.
“When we implemented Show and Share,
we straightaway integrated it with The
Knowledge,” says Jo Simcox, Internal
Communications Manager at LOCOG.
“It’s proved a powerful way to enable the
entire team to stay up-to-date.”
The LOCOG HR organisation found
Cisco WebEx invaluable in taking cost
out of the recruitment process, while
speeding up the identification and
induction of new people.
>Fast facts
Business challenge
•Keeping a rapidly-growing workforce
involved and informed, both during the
planning and decentralisation phases
•Providing a productive means of
interacting with geographically dispersed
colleagues, partners, and stakeholders
Collaboration solution
•Cisco Show and Share
•Cisco Media Experience Engine
•Cisco Advanced Services
Business results
•Conferencing is more collaborative,
productive, and cost effective
•Improved agility of communications as
teams disperse to venues
•Video embedded as a mechanism to
deliver executive briefings
Read the full case study here:
www.ciscoservicesdynamics.com
“WebEx is a very powerful way of
collaborating. We can work together
around common plans and information,
and that really deepens the relationship
and makes it more effective”
Gerry Pennell, CIO, LOCOG
Cisco Services Dynamics 19

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The Netherlands
I recently read an article by Deloitte
and something really caught my
attention: voicemail.
According to this article, if you were
born any time after 1980, you probably
don’t check your voicemail for
messages from your boss and
colleagues. Our younger colleagues are
conditioned to tune out unsolicited
communication. After all, these are the
children raised on terms like spam and
malware. Reading this made me feel
strangely out of the loop. And it made
me wonder about my own perspective
towards younger colleagues.
We are living – and working – longer
than ever before. According to Forbes
(link to the right) five generations in the
workplace will soon become the norm.
This means that it’s completely
conceivable that you will at some point
be working shoulder to shoulder with
someone old or young enough to be
your grandparent or grandchild.
With this in mind I had a bit of a search
around the Internet to see how we view
each other as different generations and
found data that surprised me: apparently
a whopping 68% of my generation and
“Baby Boomers” view younger
colleagues as work-shy. We see their
ability to multi-task, as lack of focus.
They see us as out of touch.
But how different are we really?
Although it’s useful to be aware of
generational differences and to bear
them in mind, any generalisation about
generation is just that: a generalisation.
And although we can and do categorise
each other in terms of age groups and
general behaviour, it’s vital to remember
that what distinguishes us as people is
not our age, but our personality, skills
set, and unique experience.
Let’s put this to the test: which
generation do you think you most closely
connect with? Try a short questionnaire
at the following link. You might be
surprised by the results.
Questionnaire link:
http://tiny.cc/cmnjlw
Join us on LinkedIn:
http://tiny.cc/annjlw
Link to Forbes article:
http://tiny.cc/yxnjlw
Talking about my generation
Nikki Walker, Managing Director, Inclusion,
Diversity & Sustainability for Cisco EMEAR offers a
candid look at the differences between the generations.
But how different are we actually?
Do you have feedback on any of the articles in this edition?
If so, please email the editor Jon Ashley: jonashle@cisco.com
Ensure you never miss a copy of Services Dynamics by subscribing for
future editions. Visit www.ciscoservicesdynamics.com to subscribe.