© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 1

Cisco Differentiated Approach to Broadband

Monique J. Morrow

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 2

"We can't solve the problems of today by thinking the way we thought when we created

them.” A. Einstein

"We can't solve the problems of today by thinking the way we thought when we created

them.” A. Einstein

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 3

Gopher, FTP

WWW

P2P

1993-1995

1995-2000

2000-2013

2013-2025

2025+

DominantTraffic Type

1995: Web Overtakes Gopher, FTP

2000: Peer-to-Peer Overtakes Web

2013: Video Content Overtakes Peer-to-Peer

2025: Video Communication Overtakes Video Content

VideoContent

VideoCommunication

3© 2008 Cisco Systems, Inc. All rights reserved.

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 4

The Future Video Experience

“Infinite” Content (HD, Internet Video, 3-Screen)

Personalized Video: DVR, VOD, Time-shift

Advanced Advertising& Targeting

Today and Beyond

Delivery Technology Revolution#2. All Digital Video#1. Fiber Deep #3. IP Convergence / IPTV

Recent HistoryDriving the Technology Revolution

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 5

Video 1.0

� Broadcast

� Limited content

� Single device

� One size fits all content

� Scheduled viewing

What They Want. When They Want It. Where They Want It. How They Want It.

Video 2.0

� Personalized, on demand, internet

� Unlimited content

� Multiple devices

� Real-time mash ups

� Rapidly changing content popularity

Traditional Sources Community Sources

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 6

BandwidthBandwidth

Information becomes

Agnostic to Time

Information becomes

Agnostic to Time

10101001010101010101010101010101010101010101010101010101010

1010101010101010101010101010101010101010101010101010101010101010

InternetProtocolInternetProtocol

Information becomes

Agnostic to Content

Information becomes

Agnostic to Content

ConnectivityConnectivity

Information becomes

Agnostic to Space

Information becomes

Agnostic to Space

Quality of ServiceQuality

of Service

Information becomes

Agnostic to Form

Information becomes

Agnostic to Form

The Four Key Design Challenges

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The Carrier Ethernet Evolution

Ethernet Is Becoming the Combined

L2 Services and Transport Layers

Source: Infonetics Service Provider Plans for Metro Optical and Ethernet: North America, Europe, and Asia Pacific, 2007

Ethernet used to provide high bandwidth business servicesHappened: Niche application

Ethernet employed in consumer broadband services

Happening: Mainstream application replacing ATM solutions

Ethernet replaces of SONET/ SDH transport infrastructure

Beginning but long term: 10–20 Year transition

“ …reducing dependence on SONET/ SDH as transport and on ATM

as part of the service layer, while increasing use of Ethernet in both

services and transport layers.”

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 8

Mobile

� Data bandwidth driving adoption of Ethernet technology down to cell site

2G and 3G solutions catered for using either :

Pseudo-wire solutions

Evolution of mobile data solutions

Distribution of the GGSN

LTE (4G) is a completely new architecture / new flows

Major components still being standardised

Real world experience missing

Where will the PDN reside ?

What will the metro architecture look like ?

lots of options but L3 VPNs look interesting

Advanced Ethernet UNI capabilities

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 9

IP NGN Approaches Based on MPLS Technology

Physical

L3 Services

ATM

Common IP/MPLS control plane for L1, L2 and L3 Services

Optical Layer

IP/MPLS for L1 and L2 Services

Optical Layer

IP/MPLS for L3 Services

Integrated L1/L2/L3 Service ModelL3VPNs, VPWS and VPLS

L2 Service ModelVPWS and VPLS

Ethernet

Ethernet

Yesterday

SONET/SDH

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 10

IP NGN Architectures

� Optical / ROADM layer

DWDM ROADMs – Combination of multi-degree and two degree ROADMs

Open optical environment supporting alien and non-alien wavelengths

Basic non-oversubscribed point to point high bandwidth services

Under lying Ethernet transport for IP/MPLS infrastructure

� IP/MPLS Service layer

Based on an end to end IP/MPLS control plane

Optical awareness in routers and switches

Advanced UNI for traffic conditioning

Concurrent support of L1, L2, L3 services (Connection Orientated and Connectionless services)

Basic High Speed

Transport Optical Layer

L1/L2/L3 Services

Internet

L1/L2/L3 Services

Internet

L1/L2/L3 Services

Internet

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 11

DWDM

G.709/FEC

Cisco 7600

CRS

�10Gbp and 40Gbps ���� 100Gbps in future

�Lower CapEx

Half the optics, LANPHY

� Lower OpEx

Less equipment, fewer shelves, less power

� Enhanced resilience

Fewer devices

IP/MPLS awareness of OTN

Evolving MPLS for Carrier EthernetIP/MPLS Optical Integration: IPoDWDM

Cisco 7600

End To End Proactive service

protection

ROADMRouter/Switch

Transponder Integrated into

Routers/Switches

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 12

Video: What’s Next?

“Table Stakes”

� IP NGN Network

� Triple play

� Bundling

� Application velocity

TODAYTODAY

“Next Gen Video”

� My Video

High - definition

Symmetrical

Anywhere

� Consumer ~ Enterprise

3–5 YEARS3–5 YEARS

� Advanced advertising

� Small businesses

� Wireless convergence

� Connected life

Growth Opportunities

1–2 YEARS1–2 YEARS

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What Does Video Mean for Networks?

Network

� Transcoders

� Next Gen Routers

� DPI

� SBC

� Gateways

� Security

Location

� TelePresence

� Internet and niche content

� Whole home connectivity

� 3 screen solutions

CPE / GUI

� Advanced search engines

� Social apps

� Rich Media experience

� Enhanced navigators

Capacity

� 100-1000 GBE+

� Access bandwidth toolkit

� 4G wireless

� DOCSIS 3.0

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

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 14

The Next Big Network Evolution

TechnologyPlatform

TechnologyShift

BusinessValue

Experience

LANs

Digital

Automation

Connectivity

Internet

Web 1.0

Transactions

Personalization

Web 2.0

Collaboration

???

Participation

Medianet

VisualNetworking

1985–1995 1995–2005 2005+

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

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 15

Traditional STB

IP STB

Internet

Mobile

A Scalable, Multi-Screen Content Delivery Platform is required

� Any Content

� Any Device

� Any Location

� Any Time

Broadcast TV

FTTx

Broadband

3G/4G Wireless

On-Demand TV

Games and

Music

Online Video

CDS

Content Delivery System

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 16

Summary

� Service and end to end architectural differentiation

� Moving beyond video

� Leading industry standards

� Partnering in co-innovation that results in retaining competitive edge

Cisco Differentiated Approach to Broadband

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 17

NETWORK AS THE PLATFORM

PCPC Home TVHome TV SmartphoneSmartphone

ConsumerConsumer ProsumerProsumer Professional Professional

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMonique Morrow 18