Mobility and cloud computing are colliding. This presentation highlights the surprising results from a Cisco IBSG study to better understand this dynamic market. For more information on this presentation: http://www.cisco.com/web/about/ac79/cloudcollide Cisco IBSG Service Provider: http://www.cisco.com/web/about/ac79/sp

1. When Mobile and Cloud Collide Top 5 Predictions for SPs to Prosper in the Dynamic and Rapidly Expanding Mobile Cloud Market Scott Puopolo, Vice President, Service Provider Practice Internet Business Solutions Group (IBSG) September 2010

3. Definition of the mobile cloud

4. About the researchTop 5 findings and predictions How SPs can prosper in the mobile cloud market Today’s Discussion Source: Cisco IBSG, September 2011

5. Background and Definitions 1

7. Implications for SPs

9. Focus on strategic partners

10. Based on thought leadership

11. Representation across Cisco

12. Strategic choices

13. Based on thought leadershipSource: Cisco IBSG, September 2011

14. Mobile + Cloud—What Does It Mean? Cisco IBSG’s definition: Mobile services and apps delivered from a centralized (and perhaps virtualized) data center to a mobile device. Mobile cloud comprises two categories of services: Traditional cloud services:The extension of traditional, wired cloud services (Saas, Iaas) to mobile devices (e.g., Mozy, Salesforce.com) Unique mobile cloud services: Services that exploit features of the mobile device (e.g., camera, voice recognition) and the characteristics of mobility (e.g., location, presence) to create unique, cloud-delivered offerings (e.g., bar-code scanning, real-time translation) Source: Cisco IBSG, September 2011

16. Goals:

17. Understand current and future needs with regards to the mobile cloud

18. Learn preferences about paying for mobile cloud services

19. Determine the size of the opportunity and strategies for successSource: Cisco IBSG Research & Economics Practice, 2011

20. Top 5 Findings and Predictions 2

21. Top 5 Mobile Cloud Predictions for Business Users By 2012, professional and personal boundaries will blur on mobile devices. Business users will demand a unified mobile cloud experience to access both professional and personal content from one device. Devices will shift from smart phones to thin-client, cloud-based mobile devices. Using virtual desktop integration (VDI), many users are seeking to replicate the desktop experience on their mobile devices. By the end of 2012, business users will routinely attend video-conference calls on their mobile phones while making use of other video endpoints such as desktop webcams and telepresence stations. Source: Cisco IBSG, September 2011

22. By 2012, Professional and Personal Boundaries Will Blur on Mobile Devices Professionals prefer to use one device… …with dual-persona capabilities How many mobile phones do you use on a regular basis? Percentage of Respondents N = 491 Business users Already using In next year Will never use In 1-2 years Source: Cisco IBSG, February 2011

23. Business Users Will Demand a Unified Cloud Experience How interested are you in a service to accesswork-related content stored on your work computer from your mobile device? How interested are you in a service to accesspersonal content stored on your home computer from your mobile device? Average Business (smartphone): 6.9 Business (non-smartphone): 4.8 Average Business (smartphone): 6.3 Business (non-smartphone): 4.1 Interest level (10 = very interested) Interest level (10 = very interested) Business users (smartphones) N = 283 Source: Cisco IBSG, February 2011

24. Devices Will Shift from Smart Phones to Thin-Client, Cloud-based Mobile Devices Appeal of a thin-client device (smartphone users that ranked 7 or above) Interest in a thin-client device What appeals to you most about having apps and data stored on the Internet? How interested are you in a thin-client type of device? Average Business (smartphone): 6.7 Business (non-smartphone): 4.8 Interest level (10 = very interested) Percentage of respondents (all that apply) Business users (smartphones) N = 283 Source: Cisco IBSG, February 2011

25. Mobile Devices Will Become a True Extension of the Desktop Appeal of a virtual desktop (smartphone users that ranked 7 or above) Interest in a virtual desktop How interested are you arranging a computer desktop to reflect your personal preferences and seeing the same configuration from any device you log in to? What appeals to you most about this type of service? Average Business (smartphone): 6.7 Business (non-smartphone): 4.8 Interest level (10 = very interested) Percentage of respondents (all that apply) Business users (smartphones) N = 283 Source: Cisco IBSG, February 2011

26. In 2012, Video Conferencing Will Be Commonplace for Business Use Professionals will use mobile devices for video conferencing (current / future use of mobile devices for video) Professionals demand seamless switching How interested are you in a service that seamlessly transfers you from one device to another while working? Average Business (smartphone): 6.9 Business (non-smartphone): 4.6 N = 283 Interest level (10 = very interested) Already using In next year Business (smartphone) users Will never use In 1-2 years Source: Cisco IBSG, February 2011

27. How SPs Can Prosper in the Mobile Cloud Market 3

28. SPs Are a Natural Fit to Deliver Mobile Cloud Collaboration Develop a portfolio of mobile cloud services now—including mobile extensions of enterprise cloud applications such as video conferencing and collaboration Use mobility as a lead value proposition for cloud strategy versus non-SP competitors Develop an integrated device strategy by utilizing capabilities such as speech recognition and messaging history that lend themselves to the features and functionality of mobile devices Create cloud services that address both business and personal use (e.g., gaming and social networking) Deliver the promise of fixed mobile convergence for business users with seamless voice and data experiences that span fixed and mobile networks Source: Cisco IBSG, September 2011

29. For more information on this presentation: http://www.cisco.com/web/about/ac79/cloudcollide Cisco IBSG Service Provider: http://www.cisco.com/web/about/ac79/sp