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Winning in the Marketplace Together
Kit Beall, Vice President, Cloud and Business Services 29 January 2016
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–Marc Andreesen, Venture Capitalist
“In the future, software eats hardware. Cloud eats everything.”
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78% Workloads processed
in Cloud DCs
by 2018
5TB+ of data per person
by 2020
180B Mobile apps
downloaded
in 2015
30M New devices
connected
every week
277X Data created
by IoE devices
vs. end-user
4.2B Web filtering
blocks per
day
Causing Global Explosion of Apps and Connectivity
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Applications and Data Everywhere Result in a Growing Network of Small “Centers of Data”
Enterprise Applications
Dealer Access
Supplier Exchanges
On-board Computer
Machine Apps
Customer Mobile Apps
Mobile Workforce Applications
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The Network Has Become the Platform for Digital Business
DATACENTER MOBILE CLOUD EDGE
Streaming Analytics
and
Data Aggregation
Computing
at the Edge
Process
Orchestration
Programmability
of Everything
Integration
of Everything
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Polling Question
What does one Zettabyte equal?
a. One billion gigabytes
b. One million petabytes
c. One trillion gigabytes
d. One million exabytes
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10+ Zettabytes
By 2019…
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Cisco VNI and Global Cloud Index 2014-2019 Update
Visual Networking Index (VNI)
+ = 2.0 ZBs
Non-Data Center
Traffic
NOT included in GCI
Data Center-to-User
Traffic This is the overlap
between VNI
and GCI
Data Center-to-User
Traffic (18%) This is the overlap
between VNI and GCI
Data Center-to-Data
Center Traffic (9%)
+ = 10.4 ZBs +
Within Data
Center (73%)
Traffic that flows from
data center to data center
Traffic that remains
within the data center
Global Cloud Index (GCI)
A 0.1 ZBs
B 1.9 ZBs
C 0.9 ZBs
D 7.6 ZBs A B
A
B
B C D
B
C
D
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Global Cloud Traffic by Region Asia Pacific to have Second Highest Traffic Volume by 2019 MEA to Experience Highest Traffic Growth
North America
2014: 888 Exabytes
2019: 3.6 Zettabytes
CAGR 33%
Latin America
2014: 103 Exabytes
2019: 399 Exabytes
CAGR 31%
Western Europe
2014: 390 Exabytes
2019: 1.5 Zettabytes
CAGR 31%
Middle East & Africa
2014: 50 Exabytes
2019: 280 Exabytes
CAGR 41%
Central & Eastern Europe
2014: 90 Exabytes
2019: 447 Exabytes
CAGR 38%
Asia Pacific
2014: 588 Exabytes
2019: 2.3 Zettabytes
CAGR 32%
Source: Cisco Global Cloud Index, 2014–2019
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APAC IP Traffic & Service Adoption Drivers
More Devices &
Connections
More Internet
Users
Faster Broadband
Speeds
More Video
Viewing
Source: Cisco VNI Global IP Traffic Forecast, 2014–2019
By 2019:
2014 2019
6.3 Billion 10.5 Billion
2014 2019
23.2 Mbps 49 Mbps
2014 2019
1.4 Billion 2.1 Billion
2014 2019
65% of Traffic
79% of Traffic
IP Broadband Growth Drivers
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Polling Question
In 2019, the gigabyte equivalent of all movies ever
made will cross India’s IP networks every…
a. Hour
b. Day
c. Week
d. Month
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Digital
Transformation
Key Is Striking the Perfect Balance
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Cisco’s Path the the Digital Future
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Cisco Cloud Solutions Charter
1 Best next generation platform for hybrid delivery of Cisco SaaS offerings and IoT enablement
2 Best Network Function Virtualization (NFV) software stack for SP and customers
3 Best Hybrid Cloud Enablement and Multi-cloud Management Software
• Network virtualization and visibility
• Orchestration of cloud and
network
• SaaS
Hybrid, network differentiated and secure at the heart of our charter
• Secure
• Policy
• Visibility and Control
• Flexible enablement
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How We Will Enable Success for Our Partners
Enable Transform Scale
Time to Revenue
Time to Market Service Velocity
Customer Insight
SP and End-User Monetization Outcomes:
Accelerate Market Share
and Growth
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More than Hybrid Cloud…
Application
Policy
Control
Across All
Clouds
Hybrid
IT
Network
Centric
Partner
Ecosystem
Digitization
Enablement
Highly
Secure
Network
Policy
Extension
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Cloud-delivered Services
iVPN
Internet
Branch Office
Service Provider
Network
Public Cloud
Private Cloud
Headquarters
PE
MPLS VPN
Internet
Branch Office
Service Provider 1
Public Cloud
Private Cloud
Headquarters
PE
MPLS VPN
Service Provider 2
Hybrid WAN
INET
Dedicated internet
Branch Office
Service Provider 1
Public Cloud
Private Cloud
Headquarters
Service Provider 2
OTT / IaaT
Dedicated internet
INET INET
Dedicated internet
Internet
Large Enterprise (1000+ Employees)
Small Business (< 500 Employees)
Cloud VPN / DMVPN
Mid Market Business (500 - 1000 Employees)
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Shift from Hardware to Software and SaaS Based Model
9th largest SaaS
vendor globally
160 Cisco powered cloud
services providers
255 cloud services offerings
#1 in public cloud
infrastructure equipment
market
#1 in hybrid cloud
infrastructure equipment market
$49B Cloud
Infrastructure
Leader
Software & SaaS
differentiated
through provider
offers
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Cisco’s Approach to Service Creation
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• Mature Technology
• Investments are directly
linked to revenue
• Mergers and Acquisitions
Cloud
NFV SDN
Hypervisor
Technology
Cloud
bursting
Spend is not
directly linked to revenue
Service Agility Operational
Flexibility
Cost Optimization
Powering the Internet
of Everything
• Rapidly maturing
technology
• Infrastructure Cost
Savings are clear
Transforming Network Architectures and
Operations • Slowly maturing
technology
• Uncertain business
benefits
Abstracting for Better App and Network
Interaction
“Software-Controlled” Architectures Will Evolve in SP and Enterprise Networks
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Discover
Optimize Trial
Transact
Use Experiment
Begin
Agile Service Creation
Cloud is about continuous customer engagement, not transactions
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Service Provider Journey: Full Offer Lifecycle
Land Platform Insertion
Expand Next Market / Service
Accelerate Market Share & Growth
Time to Revenue Time to Market Service Velocity Customer Insight
SP & Enterprise Monetization Outcomes
Enable Transform Scale
Adopt User Monetization
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Transform now to digital company
Cloud 2.0
Digital
Era
New Sales
Model
Cloud buyers are now mainstream; price
is no longer top care-about. They seek:
• Lower Risk
• Speed to market
• Improved Service
50% of US Customers have
switched Service Providers due to
poor customer experience
In B2B marketing 57% of typical
buying decisions happens before a
customer even speaks to a supplier
By 2018, more than 50% of IT
purchases will be controlled by
nontraditional buyers like (LoBs and
Marketing)
Sales model has shifted from push
(SP-driven) to pull (customer –
driven)
Only 32% of B2B buyers spend their
buying journey interacting with supplier
or salespeople; Decisions are made via
digital content that is not transactional
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New Business and
Financing Models to Reduce Financial
and Execution Risk
Are you Moving in the Right Direction?
Seek Cloud Based
Management Models for Process Automation
Take the
SDN/NFV Leap Now
Smart Network Management
Cloud Delivery
Model of New Services
5 Key Considerations
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Going Forward…
• Digital changes everything
• The cloud isn’t just technology – your business must evolve with it
• Increasing focus on brand and the user experience
• Partnerships are key to our collective future
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