innovazione e valore nei managed services”telcos sit in between, with different options (1) ip ngn...

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 1

Innovazione evalore nei"Managed Services”

Paolo CampoliSenior Director, Service Provider solutions and BDCisco European Markets

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 2

“Managed Services”: dove ci eravamolasciati lo scorso anno ?

ProspettivaTelco

BandaIndustrysolutions

Virtualizzazione

IntegrazioneD/V/V/M

ApplicationAwareness

© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPaolo Campoli 3

The challenge and opportunity in frontof Carriers

TRANSPORTSERVICE

Integratednetwork

Virtualizationplatform

ApplicationSERVICES

• $/Mbps• L1~L3 services

• End to end QoS• Network based

security• Dynamic call

control

• Rich services,hosted model

• Support demandof virtualization

• Extendedmobility

• Provisionedservices,applications

• Applicationawareness

• Key roles inmedia-richcommunication

ADDConfigurable and

AdaptiveNetworking

ADDTighter QoS,

integrated callcontrol

ADDApplicationawareness

And app. svcs

70-9

0%10

-30

%0-

5%

IndustryInvestment

Focus

Nextlevel

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 4

The Web is Evolving: Web 2.0Participation & Collaboration

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 5

TELCOs sit in between, with different options (1)

IP NGN

Business Consumer

Web 2.0 AppsWeb 2.0 Apps

Application visibility, dynamic QoS, security,presence, identity, mobility

Business CPEsNetwork linkage

Consumer CPEs,Connected Life

Core/Edge

CPE

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 6

TELCOs sit in between, with different options (2)

IP NGN

Business Consumer

Web 2.0 AppsWeb 2.0 Apps

Application visibility, Qos, …

Business CPEsNetwork linkage

Cheap Core

Session Control

Consumer CPEs,

Core/Edge

CPE

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 7

TELCOs sit in between, with different options (3)

Cheap Core

SP DC App. OptimizationConcentrators

Business Consumer

Web 2.0 AppsWeb 2.0 Apps

Commoditized RouterConsumer CPEs,

App. Optimization Appliance

Session Control /Bearer Management

Core/Edge

CPE

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 8

2005 2006 2007 2008

Billio

ns o

f Stre

ams

IP Video is changing everything

Experts predicted60-70 billion streams in 2007

9 billion video streams were servedover the Internet in 2005

31 billion video streams wereserved over the Internet in 2006

But July was 8 billion...

That’s 250 billionstreams per year globally

in the US alone

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 9

Next Generation Internet…Fuelled by IP Video

Source: Cisco Global IP Traffic Forecast, 2007

Gopher, FTP Web P2PVideo

ContentVideo

Communication

1995–2000 2000–2013 2013–20251993–1995 2025+

Dominant Traffic Type

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 10© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential13482_05_2007 10

Wikis, Blogs, Mashups

Browser, Email/IM

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 11

SERVICEPROVIDER BUSINESS

CONSUMER

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 12

TELCO networks must be “video aware”

Cheap Core

SP DC App. OptimizationConcentrators

Business Consumer

Web 2.0 AppsWeb 2.0 Apps

Commoditized RouterConsumer CPEs,

App. Optimization Appliance

Session Control /Bearer Management

Core/Edge

CPE

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 13

Collaborazione a distanzaCisco TelePresence

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 14

Cis

co T

eleP

rese

nce

Solu

tion

B2B Connectivity

Management, Scheduling

HD VideoSwitch

TelePresence Endpoints

Service and Support

Firewall/NAT traversalQuality of ServiceVRF-aware SBC

SchedulingAutomated Call Launch

ManagementVideo Concierge

Software and HardwareTelePresence-Enabled

Multipoint

Group and Executive

Readiness assessmentsPlanning and design services

Operate services

Cisco TelePresence Solution ComponentsA Complete End-to-End Solution

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 15

Funzionalità – Naturalezza del meeting

BeneficiChiave

• Progetti e decisioni più veloci• Migliora l’efficacia delle vendite, del supporto, dei training e

delle riunioni• Risparmi economici e ROI elevato

Videotelefonia MeetingPlace

Videoconferenza

TelePresenza

Collaborazione a distanzaMeeting piu’ efficaci con il Video

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 16

Virtualizzazione erilevanza per SMB

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 17

Sell, Quote, Communicate, Collaborateand Close the Deal

Communication Information Collaboration

Click to Chat Click to Call

Business facebook

An SMB, with Instantaneous access to…..

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 18

Financial ServicesFinancial Services

SAMPLE MOBILE APPLICATIONS

E-mailE-mail CRMCRMOrder entryOrder entry Sales ReportSales Report KPI DashboardKPI Dashboard

InspectionsInspections HealthcareHealthcareSales Force AutomationSales Force Automation

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 19

Click to Chat Click to Call

Business facebook

WorkflowAccess SMBInformation

FindCommercial

Inspector

Access toSMB History

MobileCollaboration

Win the Deal!

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 20

CollaborationAll-in-One Communication Tool

Presence

Contact lists

Voice, Video, and Email

Preferred Device

Voice Mail Playback

Document Sharing

Conferencing

Directory Searches

Communication Logs

Unified Personal Communicator

Mobility

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 21

PRESENCE and HOSTING create value,user-centric collaborative experience

Mobile Datawith Voice

Mobile Phonewith Browser

IP Phonewith Browser

PartnerApps

Cisco Unity

CiscoUnified

Comm MgrCisco Unified Contact Center

Cisco Unified

MeetingPlace

Presence/SIPNetwork

SeamlessSeamlessCommunicationsCommunications

ExperienceExperienceCisco UnifiedCisco Unified

PresencePresence

CiscoUnified Video-conferencing

Standards-Based Video

Systems

AnalogPhone

Dual ModePhones

Cisco IPCommunicator

CiscoUnified IP

Phone7985G

Effectively Connecting Devices…

…to Intelligent Services in the Network…

SIP

SIMPLE

Cisco Unified CommMgr Express/ Cisco

Unified SRST

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 22

TELCO “applicationawareness”: un mercato inforte accelerazione

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 23

The Wow of Optimisation!

• Centralize or deploy applications directly from the data center• LAN-like branch user experience• No changes to clients, servers, applications• Preserve network and security policies

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 24

Data Redundancy Elimination (DRE): application-agnosticcompression eliminates redundant data from TCP streams providingup to 100:1 compression

Persistent LZ Compression: session-based compression provides upto an additional 10:1 compression even for messages that havebeen optimized by DRE

DRE DRE

SynchronizedDRE Context

LZ LZ

Q: How is it done?A: Cisco WAAS Advanced Compression

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 25

Since last year: more application visibility

SP MPLS/IP network

DC

DC

SCENME-APA

Site(aggregation of Subscribers)

Subscribers

Links

Domain(aggregation of Links)

SP NOC

PTM

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 26

Service daily usage for Branch OfficeMetric: total traffic volume (Megabytes)

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 27

Example: Banking Services

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 28

Concludendo

“Video everywhere” trasforma la Rete Convergenza …Virtualizzazione

…Ottimizzazione applicazioni: la domanda è increscita

Telcos, dafornitori di “pipe” e voce aNGN per “video collaboration”, “mobile workspacevirtualization” ed “application acceleration”

Queste opportunità sono “cross segment”

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 29

© 2008 Cisco Systems, Inc. All rights reserved. Cisco PublicP. CAMPOLI 30

Innovazione evalore nei"Managed Services”

Paolo CampoliSenior Director, Service Provider solutions and BDCisco European Markets