1. Introducing Cisco
Unified Service
Delivery (USD)
Foundation for Service
Provider Cloud Services
Suraj Shetty
Vice President, Worldwide Service Provider Marketing
May 12, 2009
USD R_May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

2. Service Provider Dynamics
Experience Provider Transformation
Broadcast Telecoms
Satellite/ 3G/4G
Wireless Video
Over the Video Cloud
Top Alliances Services
Wireline IPTV
Cable Digitalization
Content Live Time-Shift VoD Internet Internet Voice & Business
Production Broadcast Multicast Streaming Downloads Access/Data VoIP Services
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2

3. Service Provider’s Dilemma
Collaborative Services Power and Cooling
Visual Networking Asset Utilization
User Expectations Provisioning
New
Business Operational
Pressures Limitations
Economy Security Threats
Regulation Bus. Continuity
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3

4. IP Traffic will increase 6X
from 2007 to 2012
In 2012, half a zettabyte will
cross the global network
Source: Cisco Visual Networking Index—Forecast, 2007–2012
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

5. Data Center and Network Evolution
Data Center 1.0 Data Center 2.0 Data Center 3.0
Client-Server and Service Oriented and
Mainframe
Distributed Computing Web 2.0 Based
IT Relevance and Control
CENTRALIZED DECENTRALIZED VIRTUALIZED
Application Architecture Evolution
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5

6. Cisco Data Center 3.0 Strategy
Consolidation Virtualization Automation Utility Market
Inter Cloud
SP Cloud Services
Unified Computing
Data Center Virtualization and Unified Fabric Architecture
Network and Data Center Consolidation
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

7. Introducing Unified Service Delivery
Foundation for SP Cloud Services
Entertainment
Unified Service
Delivery
Customer
Information SP Data Center Communication
DC—CO—VHO IP NGN
Consumer/
Business
Collaboration
Secure Virtual Experience
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7

8. Introducing Unified Service Delivery
Foundation for SP Cloud Services
Unified Service
Delivery
Entertainment
Virtualization Customer
Information SP Data Center Communication
DC—CO—VHO IP NGN
Compute Network
Collaboration
Secure Virtual Experience
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8

9. Unified Service Delivery
Best of Breed End-to-End Solution
Network
Unified Intelligence
IOS, IOS-XR, and Quality
Computing
Unified
Unified Service medianet
Computing Delivery
System Security and
Application
APM, WAAS, Performance
Third Party SP Data Center Mgd. Security
Communication
Virtualization DC—CO—VHO IP NGN
Media
Nexus 1000V Aware
Video Delivery Distribution
Product Suite
Unified
Fabric Peering and
CRS / ASR Interconnect
Nexus Family Families
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9

10. Introducing CRS-1 for Data Center
Secure Interconnection Across the Infrastructure
Regional /
Central Distributed
Core
Peering Peering
SP Data Center
SP Data Center
DC—CO—VHO
SP Data Center SP Data Center
DC—CO—VHO
DC—CO—VHO DC—CO—VHO
New Hardware and Licensing
Virtualization Security Performance High Availability
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10

11. Unified Service Delivery
Secure Virtualization for Consumer and
Business Services
Unified Computing Nexus
CRS-1
Entertainment System Family
Information
Collaboration
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11

12. Drastically Reducing Time Needed to
Launch Services
Months Weeks Days Minutes
No SP Data Static Service Dynamic
Virtualization Center Enablement Service
Virtualization Enablement
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12

13. Synergy Research Analysis
Unified
Video
Power Comm’s
Cost
Efficiency Cost
Savings
Savings
2x 5.5-7x 2x
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13

14. Building Blocks for Secure, Scalable
Cloud Computing
Information
Unified Service
Delivery
Customer
Cloud Services
Software as a Service
Unified Data Center
SP Unified Application
CommunicationSecure
Platform as a Service
Infrastructure as a Service
Compute
DC—CO—VHOFabric IP NGN Transport
Fluency
Cloud Services Secure Virtual Experience
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14

15. Cloud-Based Services
The Ultimate Destination
Virtual Business Virtual Residential
Services Services
IPTV, Unified Communications, Collaboration,
Web 2.0, Social Networking, Hyper-Syndication
Applications Compute Storage Content
Distribute Distribute
Multi-tenancy
Virtual Resources
Thin and Thin and
Remote Clients Remote Clients
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15

16. Transforming Service Delivery
Cisco Unified Service Delivery
Entertainment
Unified Service
Delivery
Customer
Secure Center Experience
SP Data
Information
Virtual Communication
DC—CO—VHO IP NGN
Collaboration Any Form
Any Place
Any Any Any Any Any Device
Application Compute Storage Location
Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16

17. Cisco Unified Service Delivery Launch May 2009 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17