cisco live magazine ed. 7 (english)

44
> 3rd Quarter 2012 / Issue 7 COLLABORATION Demand for videoconferences and mobile devices expansion leverage unifi ed communication projects in Brazil HSBC Bank invests in video and IT team plans strategy to have Cisco high level certifi cation SUCCESS CASE Michael Page outsources infrastructure and expands PI communications The banking sector bets in information technologies and telecommunications as a way to render services to increasingly more sophisticated clients; mobility and internet banking are the main choices Technology is the solution

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Page 1: Cisco Live Magazine ed. 7 (English)

11

> 3rd Quarter 2012 / Issue 7

COLLABORATION

Demand for videoconferences

and mobile devices expansion

leverage unifi ed communication

projects in Brazil

HSBC

Bank invests in video

and IT team plans

strategy to have Cisco

high level certifi cation

SUCCESS CASE

Michael Page

outsources infrastructure

and expands PI

communications

The banking sector bets in information technologies and telecommunications as a way to render services to increasingly more sophisticated clients; mobility and internet banking are the main choices

Technologyis the solution

Page 2: Cisco Live Magazine ed. 7 (English)

22

Page 3: Cisco Live Magazine ed. 7 (English)

33

EDITORIAL

SUMMARY

04Short news

Preparation tips for the certifi cation

exams: Virada Digital creates knowledge

and innovation network; Cisco do Brasil

commercial area has a new director: Girl’s Day

and Beehive integrate social responsibility

initiatives.

08 Collaboration

Mobile devices and video drive unifi ed

communications

10 Data centers

Cisco UCS line reduces costs and opens the

way for clouds

14 Managed services

Operators react to the incomes drop and

introduce new offers

18 Banks

To meet the demand, fi nancial institutions

invest more in TICs

20 Qualifi cation

PI support team of HSBC focuses on Cisco

Certifi cations

24 New voice

Videoconference permits HSBC to increase

effi ciency and reduce costs

26Outsourcing and collaboration

Michael Page outsources infrastructure and

expands PI communications

27Speed

ATG adopts low latency network in a critical

mission environment

28Future

Manufacture and research will receive R$ 1

million from Cisco until 2014

30Health

Information increases the industry effi ciency

34 Education

Analysts and professors discuss the

advantages of technology in teaching

36Safety

Network has a privileged position in the war

against the cybercrime

38Support

Smart Care adds partners’ expertise and

provides safety to the customers

40Story

The router switch is increasingly more

important in the cloud management

CISCO DO BRASIL ACCOUNTABLE TEAM

PresidentRodrigo Abreu

Systems Engineering directorMarcelo Ehalt

CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL

Channels DirectorEduardo Almeida

Marketing & PR DirectorMarco Barcellos

Editorial CouncilAdriana Bueno, Carolina Morawetz, Isabela Polito, Isabella Micali, Jackeline Carvalho, Kiki Gama, Mariana Fonseca, Monica Lau e Marco Barcellos

PRODUCTION

Comunicação Interativa Editora

Responsible JournalistJackeline CarvalhoMTB 12456

Editorship DirectorJackeline Carvalho

Reporters Jackeline CarvalhoMarcelo Vieira

Special CollaborationCarmen Lucia Nery (RJ)

ReviewComunicação Interativa

Press ServiceIn Press Porter Novelli

ArtMarcelo Max

PrintingInergraf

Circulation5000 copies

RELATIONSHIP BOUTIQUES

The results of Febraban’s annual survey, about the investment of banks and

fi nancial institutions in new technologies and in maintaining the IT park,

show us a great and constant transactions migration to the electronic

medium. The internet is in the fi rst place, but also, in this area, the mobility

gives signs of growth, with the mobile banking.

This new social behavior, which made the banks show investments and

expenses of R$ 18 billion in 2011, with 42 million clients using the internet

to access the banking services, changes the bank agencies profi le. The self-

service rooms are larger and refi ned, with faster and increasingly intelligent

ATMs. And in the internal area, the relationship is better. The cashiers, in small

numbers, still have demand, but in concentrated days and in lower volume

than 10 years ago, for example.

As experts in the fi nancial area had already foreseen a few years ago, the

internal relationship for investments, to clarify doubts, to obtain credit, and

other services, are transforming the agencies in boutiques, an area where

the banks can explore their differential characteristics. In the cover story of

this issue, one sentence is aligned to the whole high investment context and

attracts our attention: if you consider the banking services as commodities,

the services availability becomes a great competitive differential.

This is how one of HSBC executives, interviewed by Cisco Live journalists

team, defi nes the present scenario of the increasing offer of services by

electronic channels, something that changes the banks corporative network,

the infrastructure through where many billion reais circulate along each and

every year.

Force, scalability and stability are indispensable requisites to any information

and communication technology infrastructure (TIC in the Portuguese

acronym) which a bank wishes to implement today. And we cannot ignore

the videoconferences expansion, also mentioned in the cover story, as well as

the mobile access. In short, we saw during the Cisco Plus Brazil 2012, an event

that congregated the whole Cisco community, in April, in Rio de Janeiro, that,

focus of some areas, such as education and health, in TIC investments, the

infrastructure that supports the businesses in Brazil, regardless the segment, is

in evidence and we, here at Cisco, are ready to support partners and customers

in different projects aligned to present and future demands.

Regards,

Marco Barcellos

1

Page 4: Cisco Live Magazine ed. 7 (English)

44

11SHORT NEWS

To maintain functional

and highly effi cient the

corporations’ internal

networks that are constantly

growing, skilled professionals are

necessary. By offering training

for the most recent technologies,

certifi cating the technical capability

and by providing resources for

a continuous learning, Cisco

certifi cations program helps not

only the networks professionals, but

6 ALMOST A COLLEGE TEST

Ana Lúcia de Faria, Cisco do Brasil solutions architect, gives some tips of how you should get prepared for Cisco certifi cation exams

6 VIRADA DIGITAL CREATES A GREAT KNOWLEDGE AND INNOVATION NETWORK

also the companies that employ

them together with the market as

a whole.

For Ana Lucia de Faria, Cisco

do Brasil solutions architect with

two company certifi cations (Cisco

Certifi ed Internetwork Expert

or CCIE, in router switching and

service provider), the program

brings two important advantages.

The fi rst one is the technology

market acknowledgement.

To unite innovation and

interactivity in search

of an increasingly more

sustainable development is the

objective of Virada Digital festival,

which was held in May from 11 thru

13 in Paraty, Rio de Janeiro State.

Cisco was one of the sponsor

companies of the event, which had

panels, speeches, conferences,

seminars, discussions, workshops,

scientifi c demonstrations, shows

and special action, all free of charge.

There were a total of 74 activities

during the three days of the event,

which ended with the proposal to

make contents and technologies more

accessible. “Events like this should

happen in each and every city”, says

Flávio Provedel, of Cisco Networking

Academy and coordinator of a

computer’s connectivity an assembly

workshop, offered during the event.

Ricardo Santos, accountable for

Cisco do Brasil education vertical

development, made a speech

about the technology applied to the

education. “Today the students are

connected and it is very important

that the teacher and the school

adequate themselves to this new

profi le.”

Now the festival became

Caravana Digital. In November

2012, the cities of São Paulo,

Rio de Janeiro and Brasília will

have an extra issue of the event.

Later on, Caravana will make

monthly visits to each one of the

12 Brazilian cities which will host

the games of the World Soccer

Championship in 2014. •

“Because I work for Cisco, my

customers are very demanding”,

she says, recalling a story. “I

remember that the fi rst customer

that I visited for Cisco asked me

if I had certifi cation. That question

impressed me and motivated

me to get the qualifi cation”. The

second good reason to have the

qualifi cation is one’s personal

satisfaction.

And the diffi culties should not

demotivate those who are interested

in undergo the certifi cation

process. Ana Lúcia has some tips.

To establish goals helps, because

without them the student is tempted

to give more attention to other

activities. To form a study group is

also a good solution. “It takes effort,

but it pays in both professional and

personal terms”, stimulates the

solutions architect. •

Page 5: Cisco Live Magazine ed. 7 (English)

55

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COMSTOR. MUITO MAIS

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SMBSERVIÇOS CISCO

EDUCAÇÃODATA CENTER

COLLABORATIONBORDERLESS NETWORKS

Page 6: Cisco Live Magazine ed. 7 (English)

66

11SHORT NEWS

6 GIRL’S DAY

As part of Cisco’s social responsibility initiatives, the company

participated in the Girl’s Day, a global movement to stimulate

women to act in the information and telecommunication

technology area. The initiative is of ITU (International Telecommunication

Union), a United Nations organization for the information and

communication technology area.

Cisco do Brasil hosted, in its Rio de Janeiro and São Paulo offi ces, two

of a number of events held around the world. More than 20 girls, in the

15 to 18 year old bracket, attended the movement. They are students of

Networking Academy in non-governmental organizations such as Aldeias

Infantis and Fundação Despertar.

During the event, the girls could interact, by tele-presence, with

participants of the same Cisco event in Portugal. The schedule also

included speeches about the technology work market, tips to look for a

job and the importance to have certifi cations to act in the area, among

other subjects. •6 TALENT

Ana Claudia Pihal was recently

assigned to Cisco no Brasil

commercial area direction.

Accountable for the manufacturer’s

action in the small and medium

companies segment, the executive’s

objective is to expand the partners`

base by means of Cisco Partner-Led

program, which reinforces Cisco’s

actuation strategy with the channels

collaboration.

The executive will report directly

to the president of Cisco no Brasil,

Rodrigo Abreu, and replaces Marco

Sena, commercial director for Latin

America – who also accumulated

the function in the Country. Ana

Claudia worked for Microsoft in

the 14 last years. She also held

positions as products manager,

sales manager for the medium size

companies, among others. Before

Microsoft, she worked for Oracle

as product marketing manager.

She is graduated in Business

Administration and Computer

Science by Universidade

Presbiteriana Mackenzie and in

Strategic Marketing by Escola

Superior de Propaganda e

Marketing. •

6 SOCIAL RETURN

To use the technology to inform and change low income people’s

lives: this is the purpose of One Economy, a non-profi t global

organization which introduced in Brazil, with the support of Cisco

and other partners, the Beehive Brasil (brasil.thebeehive.org). The site was

created to connect low income people to online contents such as jobs,

fi nances, health, education, civil rights and other subjects of interest to each

and every citizen.

Beehive is a global project already introduced in Africa, Europe, Mexico,

Asia and the Middle East. Designed to help people with little experience in

internet, the site makes easier for them to fi nd information which will help

the people to be better integrated in the national economy. •

Page 7: Cisco Live Magazine ed. 7 (English)

77

Page 8: Cisco Live Magazine ed. 7 (English)

88

11CONNECT

The popularization of intelligent devices and online video drive unifi ed communication tools and determine Cisco’s tack

COLLABORATION HAS AGREAT GROWTH POTENTIALIN THE COUNTRY

A world in which the number

of mobile devices exceeds

that of inhabitants should

come true until 2015.

Unfortunately this does not mean

that each human being in the planet

will own a smart device, but that

advanced users (the so called heavy

users) will have 5 or 6 of them, among

laptops, tablets and smartphones

(including devices that were not

invented yet).

This perspective has a direct impact

on Cisco’s tack, as all this apparatus

will be connected online, and it will

be possible to access the web and

the social networks, watch videos

and, more important, to collaborate

and produce.

The collaboration, by the way,

was one of the outstanding themes

of Cisco Plus Brasil 2012, held in Rio

de Janeiro. The Collaboration Day,

the period of the event exclusively

devoted to discuss the company’s

tack and solutions for the future

unified communication, defined

collaboration as “the fundamental

part of the company’s strategy, maybe

with the best growth potential in

the Country”, according to Rodrigo

Abreu, president of Cisco do Brasil.

“This migration will happen very

fast”, he defi ned.

Four important pillars support

the strategy in Cisco’s collaboration

segment: visual, virtual, social and

mobility. This latter is, with the

popularization of mobile devices, the

most consolidated in the Country. The

video (included in the fi rst pillar), will

have a stronger impact on the future

networks infrastructure, in both the

companies and the operators.

“The video is becoming the

new voice”, said Carlos Torales,

architecture director for Cisco

in Latin America, repeating the

motto that the company adopted

in recent years to communicate its

collaboration technologies. “The

world is geo-politically different,

much more connected, and the

economy is undergoing a very fast

change. The collaboration in this

context arises as a way to increase

the productivity.”

According to the executive, about

60 percent of companies presently

think about adopting tools to unify

their communication. Out of this

total, 31% will do it by means of cloud

computing offers, said Pat Romzek,

the global vice-president for business

development of the American Cisco

headquarters. “The virtualization

permits to provide the same solutions

in physical environments via cloud,

with fi nancing benefi ts, fl exibility

and agility, permitting strategic

advantages for increasingly global

companies.”

Page 9: Cisco Live Magazine ed. 7 (English)

99

Success casesNothing is more appropriate to

talk about unifi ed communication

than to show stories about the use

of technology in media companies.

During the “Collaboration Day”,

Editora Abril, with headquarters in

the city of São Paulo, and Globo TV

Network, with headquarters in Rio de

Janeiro and branches all over Brazil,

shared their experiences in implanting

new communicatioin infrastructures

using IP (internet protocol) standards.

In the case of Editora Abril,

the need for more robustness

to support the creation of new

services and reduce costs guided

the new company communication

structure. The demands, originated

from journalists and administrative

employees, included the use of cloud,

the need to add personal devices on

the corporate network with safety

(consumerization), mobility and the

intense use of video. “Our concerns

included not only the technology

delivery, but also the adjustment of

the whole eco-system around it”,

explained Gerson Ferreira, manager

of the IT area of the publishing house.

Standardization was the key

world of the process. The company

decided to use Cisco solutions due

to the possibility to implant a point-

to- point architecture, i.e. which did

not offer integration risks among the

different solutions. As a result, only

the voice platform on PI permitted

costs reductions of 40% with

telecommunication in the company.

WiFi, LAN, WAN and, of course,

safety solutions were also implanted.

“About 44% of all employees were

already using personal devices to

work, this in March 2011”, said

Ferreira, justifying the need of

defense solution in such a volatile

access network.

Telepresence solutions were also

implanted in Editora Abril offi ces in

Rio de Janeiro and Brasília, besides

the São Paulo headquarters, to be

used by the journalists as well.

They use the technology to prepare

meetings and remote interviews. “The

journalists can make interviews by

phone, but in some cases nothing

replaces the ‘eye-to-eye” contact,

explained the manager. There are

also 8 videoconference rooms which

integrate the company offi ce in São

Paulo. The systems interoperability

was a fundamental factor, as they are

used for meetings with the publishing

house partners, and many of them

have installed solutions from other

manufacturers.

GloboGlobo TV network decided to

implant a PI telephony system in its

Central Globo de Produção (or CGP,

a.k.a Projac). This is a long project,

which started in 2007 and should end

only in 2012. The migration process

to the new voice standard began in its

branch in São Paulo. The advantages

were such that the project migrated

to Rio de Janeiro, all with Cisco

technology.

There are 2800 integrated

extensions, which open doors to

other services such as videocall,

videoconference, collaboration,

virtualized services... “This way the

telephony becomes an additional

service, another item on the desktop,

and this makes easier the management

and generates savings”, concluded

Claudio Rangel, technology and

support manager of Globo TV. •

6 About 60 percent of companies presently think about

adopting tools to unify their communication

Page 10: Cisco Live Magazine ed. 7 (English)

1010

11CONNECT

Heart comes from the Latin

word cordis. In a free

translation it is center,

nucleus. It is one of the

most important muscles in the

human body, as the blood circulation

and the nourishment of all cells of

our organism are dependent of it. In

the present data networks, the data

center is the heart which nourishes

an infi nity of connected terminals

(fi xed, mobile, virtualized, and so

on).

To meet the present and future

The Cisco UCS line is based on unifi ed architecture which reduces ownership costs and prepares companies for a virtualized future

A SIMPLEAND CHEAPDATA CENTER

demands for data, the companies

need fi rst to turn their attention

to the data centers, critical agents

for the transformation of those

organizations which need to be

increasingly more dynamic and

efficient. Coherent to this idea,

Cisco’s strategy for the segment is

based on offering an end-to-end

architecture with open standards,

which simplifi es and optimizes the

performance, reducing ownership

costs and increasing the productivity.

During Cisco Plus 2012, in

Rio de Janeiro, the data centers

have attracted a special attention.

With the movement toward the

cloud, this equipment will be the

center of IT infrastructures in

most corporations in the future.

Presently, a great part of them

have legated infrastructures which,

although they provide performance

and quality, they generate high

operation costs and complexity.

Furthermore, as the consumers are

moving increasingly more toward

virtualized environments, there is

Page 11: Cisco Live Magazine ed. 7 (English)

1111

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Para mais informações, entre em

contato com o seu Gerente de Contas

ou acesse www.embratel.com.br/cloud

Page 12: Cisco Live Magazine ed. 7 (English)

1212

11CONECT

a need to combine legacy and new

technologies.

“The IT offers it as a service

demand readiness for the applicative

critical mission, speed in ‘self-service’

confi gurations and economy, that

is, a new approach”, explained Matt

Erickson, business and partners

development manager for Cisco

das Américas. “What we suggest is

a combination of the best of both

worlds.”

The company data center strategy

is based on offering an open standards

(x86) unifi ed architecture, which

considers three great pillars: unifi ed

fabric, computing and management.

“The focus is no longer on the

technologies and goes to the actual

need of each and every business”,

said Erickson.

To supply connectivity with

high speed and availability, with

safety and experience for the data

center applicative, is the role of

the integrated network services

infrastructure. The computing

systems, on the other hand, integrate

the access network, storage and

management of these components

in a scalable structure for physical

and virtualized applicative. The

unifi ed management increases the life

cycle and the automation simplifi es

the data center implantation and

operations.

High performanceFurthermore, the Cisco Unifi ed

Data Center offers support to

the Cisco Hosted Collaboration

solutions. The open standards and

the APIs permit to integrate and

manage the partners’ eco-systems

hardware and software with more

fl exibility.

More than that, a complete

life cycle services portfolio for

data center products permits the

experts` assistance in optimization,

implantation and planning of the IT

infrastructure, IT strategic services,

architecture, technical support and

operations management.

The unique, intelligent and unifi ed

infrastructure reduces the system

complexities and, at the same

time, optimizes it for virtualization

processes, which require a great deal

of memory and O/I capacity. Thus,

the environment cost, during its

life, reduced and falls, in its totality,

50% with the adoption of Cisco

architecture, according to Erickson.

UCSThe company portfolio, within

the already traditional UCS line,

includes blade and rack servers,

interconnections in fabric and the

UCS Management, which manages

all the system components and

confi gurations by means of a unifi ed

policy. Resources such as Cisco

Intelligent Automation for Cloud

(which includes a self-service portal

for IaaS confi gurations, including

catalog, orchestration governance,

automation, the components life

cycle etc.) complement the cloud

solutions and focuses on costs and

complexity reduction.

Not by chance, some two years

after the introduction, the Unifi ed

Computing System (UCS) has

attracted the attention of data

centers managers and CIOs all over

the world. In February 2012, the

Cisco UCS totaled more than 10

thousand customers in the world,

including 3 thousand in Europe and

hundreds in Latin America.

The UCS enabled, according to

Cisco, meaningful business costs and

benefi ts savings in all industries and

scenarios. Since the beginning of its

distribution, in July 2009, the unifi ed

solution established 53 performance

benchmarks world records, besides

dozens of the industry`s awards for

its innovation.

Part of the success is explained

by Cisco work with leader

manufacturers of the software

infrastructure industry, including

BMC, CA, Citrix, EMC, Hitachi Data

Systems, Microsoft, NetApp, Oracle,

Red Hat, SAT and VMware. •

6 The UCS resulted in cost savings and meaningful

benefi ts in businesses in all industries and scenarios

Page 13: Cisco Live Magazine ed. 7 (English)

1313

Page 14: Cisco Live Magazine ed. 7 (English)

1414

11CONNECT

In the beginning of 2012, the

operators are structuring

environments based on cloud

computing as a way to materialize

their managed services solutions. The

main targets are the infrastructure

and safety areas and the business

model that is based on the fi xed

wide band and mobile penetration,

mainly when the customer is a small

or medium size company.

With the voice stagnation, Carlos

Ferreira, marketing consultant of

Telefonica Vivo, argues that the

operators` alternative is to invest

in offers that generate value to the

Due to the drop on the voice services income, the operators are structuring environments based on cloud computing

TELCOS INTRODUCE MANAGED SERVICES OFFERS

corporations and, consequently, are

more profi table to the telcos. “The

cloud computing and managed

service markets are the strongest

ones with the Telephone Companies,

exactly because of this profi le”.

The connections acceleration and

the safety are the offers that these

companies already have formatted,

including with customized proposals

for each and every business deal.

Embratel, according to André

Arruda, product manager, has a

record of “success in this initiative

since 2 years ago, approximately”.

According to him, the IT managers

strive to align the technology use

with business results.

Mentioning two examples of

customers who have had success

with the acceleration services hiring,

he says: ~a retail dealer could increase

in fi ve times the number of credit

cards validation. Another case was

of a logistic multinational company

which had been fi ned twice in Santos

Port (São Paulo coastland), for delay

in releasing the fi scal note; and with

the acceleration it could solve the

problem.”

Telefonica/Vivo announced an IT

infrastructure services offer (IaaS).

Page 15: Cisco Live Magazine ed. 7 (English)

1515

O grupo TELECON, associado a CTT Corporation na área de treinamento completa 28 anos, sendo líder de mercado na America Latina no segmento de Educação Tecnológica e possuindo sólidas parcerias com os fabricantes Cisco Systems e VMware. Com o objetivo de apoiar o Mercado de Canais, o grupo TELECON amplia suas atividades, com a atuação no segmento de Consultoria, através de sua nova unidade de negócios, a "TELECON Services". Anos de experiência como Learning Partner e um time de profissionais certificados e altamente especializados estão a disposição para apoiar e desenvolver o seu negócio. Os serviços oferecidos pela Telecon Services serão exclusivos para Canais.

Routing and Switching Wireless Segurança Data Center

Tecnologias de Acesso Gerenciamento de Redes Unified Computing Virtualização

Telefonia IP

IP Contact Center

Serviços oferecidos na Consultoria

Implementação de Soluções

Suporte Remoto

Auditoria de Redes

Operação Assistida

Alocação de Profissionais

Monitoramento de Redes

Homologação de projeto piloto

Reprodução em larga escala

Planejamento estratégico Levantamento de necessidades

Definição da arquitetura

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Validação de projetosElaboração de Propostas Técnicas

Solicite sua cotação: (11) 2113-4888 [email protected]

Pré-vendas Pós-vendas

Page 16: Cisco Live Magazine ed. 7 (English)

1616

11CONNECT

In partnership with VCE (Virtual

Computing Environment, a joint

venture formed by Cisco, EMC,

Intel and VMware), and nicknamed

as Vivo Cloud Plus, the offer also

reinforces the operator entrance in

the cloud IT solutions segment.

This is the first company

product, introduced under Vivo

unifi ed brand. The services exist

in Europe already since the second

half of 2011, and the positive

performance in that area stimulated

its introduction in Latin America,

in fi ve countries, simultaneously.

“The customer can hire, in a

100% modular and fl exible way,

processing capability, backup

and storage to increase or reduce

cloud operations, according to the

need”, explains Maurício Azevedo,

executive director of Telefonica/

Vivo. “The network is not a simple

additional part of a product, but

is its integral part. This product

involves network, infrastructure

and management.”

High demandThe services are addressed to

the corporate market, the demand

of which for cloud processing is a

growing one. A survey carried out

by IDC Brasil with 325 IT executives

of medium and large size companies

shows that 98% of them believe that

cloud is not a technological news

any more, but a model which will

have a constant growth in the next

years. Cisco forecasts that the cloud

services Latin American market will

reach US$ 5 billion until 2013.

For the Latin American offer,

Telefonica/Vivo uses five data

centers in the area, installed in

Brazil, Argentina, Chile, Colombia

and Peru. “The cloud services

during the last 10 years and the fully

segmented way of working, in which

every customer counts on a 100%

specialized sales, commercial and

after sale area are the differentials

6 IT executives of medium and large size companies believe

that cloud is not a technological news any more, but a model

which will have a constant growth in the next years

should leverage the adoption of IT

infrastructure outsourced services,

which is our specialty” explains

Azevedo.

For Rodrigo Abreu, president of

Cisco do Brasil, the operators have

a fundamental role in cloud services

offer, as they have a fundamental

asset: the network. “It is natural that

this integration exists”, he says.

The infrastructure offer as the

operators’ service is formed by a

portfolio devoted to companies of

all sizes, mainly the medium and

large size ones. “The combined

national capillarity of Telefonica

and Vivo networks in the Country,

the uninterrupted investment made

of our cloud offer in the Country”,

defends Azevedo.

Telefonica/Vivo has a global

strategy for the cloud services, and

they have created a specifi c area for

these solutions development. The

partnership with Cisco and VCE

has the purpose to prove a unique

architecture for the countries where

the company is present. In Brazil,

the operator forecasts that the cloud

services account for 1/3 of the IT

services growth in 2012. In Latin

America, the segment meets the

needs of more than 2 thousand

companies and, among the one

thousand largest ones, 30% use IT

solutions and connectivity. •

Page 17: Cisco Live Magazine ed. 7 (English)

1717

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Page 18: Cisco Live Magazine ed. 7 (English)

1818

BANKS INTENSIFY INVESTMENTS IN TIC

Brazilians are more and more

actives in their relationships

with the banks. One of the

evidences of this ascension

is the 7% increase in the number of

agencies in operation in the Country

between 2010 and 2011, according

11COVER STORY

To follow the consumption increase and the advances of the population’s buying power, institutions increase investments in new electronic service rendering technologies. Mobile banking is one of the highlights

to a study carried out by Federação

Brasileira dos Bancos (Febraban), in

partnership with Booz & Company.

The study also identifi ed an increase

in transactions done by the internet

banking and by mobile devices –

smartphones and tablets.

The Brazilian banks’ investments

and expenses in technology had a

11% increase in 2011, reaching R$

18 billion. The amount of money

consolidates the industry as the

main IT user in Brazil, according to

the survey.

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1919

One of the highlights of the study is

the 49% increase of banking operations

by means of mobile devices – mobile

banking -, such as smartphones and

tablets. According to the survey, there

are 3.3 million current account clients

in Brazil with access to the banking

services by mobile devices. In 2010

they were 2.2 million.

Febraban forecasts show that until

2018 the transactions by mobile

devices will be as expressive as those

made by the fi xed internet. The data

show that, in 2011, 42 million current

account clients used the internet to

access the banking services, 11%

more as compared to 2010 (38

million). In 2002, the current account

clients who have access to internet

were less than 9 million. According to

Febraban, the annual average growth

was 18%.

There were a total of 66.4 billion

banking transactions, 12% more than

in 2010. Out of these, 15.7 billion

were via internet, a number that is

25% higher than in 2010. In the case of

ATMs, a total of 9 billion accesses were

recorded, representing a 14% growth

as compared to 2010, when there were

8.6 billion transactions

The number of ATMs reached

182 thousand, as compared to 179

thousand in 2010. The study also

shows that the ATMs penetration rate

in Brazil reached similar levels that are

6 42 million current account

clients used internet to

access the banking services

6 INNOVATION SPACE: OPPORTUNITY FOR STARTUPS

In its 8th edition, Espaço Inovação, a joint initiative of Federação Brasileira de Bancos (Febraban) and Instituto de Tecnologia de Software (ITS), will count of Cisco do Brasil support during CIAB 2012. The initiative tries and identifi es, among Brazilian startups, solutions that contribute to the banking and fi nancial area modernization, by improving the service rendering quality and by increasing the safety, among other factors.

“The objective is to add value to the fi nancing services in Brazil”, explains Descartes de Souza Teixeira, council president of ITS and coordinator of the selection committee. “The companies and solutions that we have chosen are so good that today many of them are suppliers of the banking sector, some with their own booths in CIAB.”

Espaço, says Teixeira, represents a great contribution for the banks innovation. An evidence of this is that Febraban keeps on the initiative year after year. It is the largest collective stand of the event, with 24 exposed solutions, and is the most visited stand as well – in 2011 it received more than 4 thousand interested visitors. “Espaço is the great success of CIAB”.

Mobility and safety promise to be the great highlights of this year edition. And there is a big anticipation of success. “The committee evaluated that the solutions quality this year is higher than those of previous years”, commemorates Teixeira. “The visitants will be surprised with what our young people are doing.”

observed in other countries already. In

2010, Brazil had 9.1 terminals for every

10 thousand inhabitants, with 4295

transactions per month. In the United

States, there are 13.8 terminals, with

2303 transactions per month.

This and other information will

be submitted and discussed during

Ciab Febraban 2012, to be held in São

Paulo, with the theme “The Connected

6 Banks’ investments and expenses in technology reached R$

18 billion in 2011

Society”. This year the event should

receive 19 thousand representatives of

banks, of other fi nancial institutions

and IT companies, and will register

up to 1.9 thousand congresspersons

(maintaining the international profi le

of its congress). Among the most

important banks congresses and the

best TIC exposure in the Country,

the event should have about 200

expositors. •

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2020

Brazilian team of HSBC PI network support is the only in the Group all over the world to have 100% of its professionals with CCNA Cisco certifi cation

The drive and the high

investment of Cisco`s

par tners in t raining

and certificating their

professionals, in a number of the

manufacturer`s technological

categories is common place. Unusual,

however, is to see a customer with

the same dedication, and more, with

a number of certifi ed professionals

that is equivalent to a Silver partner.

This is HSBC Brasil PI network team`s

profi le, accountable for the whole

bank network, the world standard

of which is Cisco.

The 16 persons of the group deal

daily with projects, installation,

layout and managing of routers,

switches and all the net devices that

are present in the infrastructure.

The certifi cation, points out Marcos

Souza, PI network area manager, is

important because it is translated into

innovation, better service and more

availability for the bank`s clients.

“We have no core switches of the

network with more than 4 year uptime,

and we only arrived to this stability

level due to the team`s capacitation,

i.e., something that I call do to right

the fi rst time”, says Sousa, owner of all

certifi cations and instructor of Cisco

Networking Academy Program.

Managing more than 7 thousand

network devices all over Brazil,

Souza says that the team has no

opportunity whatsoever to make

mistakes, “for this reason we have

to do right and in the best possible

confi guration the fi rst time, to enable

stability and availability”.

For him, the fact that banking

services are considered a commodity

turns the services availability into a

great competitive differential. As

the persons are increasingly more

dependent on cards and the banks

provide more and more services

by the electronic channels, there

is a higher pressure for availability

on the network, according to the

executive. “I use to say that through

HSBC network passes money, not bit”

reveals Souza.

The professionals` certifi cation

plan was forecast for three years and

began in 2011. The initial boa leas

that 100% of people had the CCNA

(Cisco Certifi es Network Associate),

the second certification in the

pyramid, as in 2010 a new entrance

certifi cation – CCENT (Certifi ed

Entry Networking Technician) – was

created.

11COVER

CUSTOMER OR PARTNER, IS THIS THE QUESTION?

“We already have two persons with CCNP certifi cation, which requires three tests. In 2013 we will have at least two persons with CCIE and all the rest of the team with CCNP certifi cation”— MARCOS SOUZA, OF HSBC

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2121

Three companies are involved

on the project - HSBC, Dimension

Data (integrator) and Cisco, the two

latter ones supplying the vouchers

for the tests. Already in 2011, 100%

of the bank`s PI network team was

awarded the CCNA certifi cation,

a requirement that now is also the

entrance door for trainees. “Our work

requires this knowledge… We need a

high standard…”, says Souza.

He reveals that the goal for 2012 is

to have at least one CCIE (Certifi ed

Internetwork Expert) and says that

the group is already on this way. We

already have two persons with CCNP

certifi cation, which requires three

tests. In 2013 we will have at least two

persons with CCIE and all the rest of

the team with CCNP certifi cation.

This effort brought interesting

gains – a number of persons who

made CCNA (routing) are looking

for other specialties. “We already

have people with double CCNA

such as routing + wireless, routing +

safety”, confi rms Souza, saying that

the movement is producing results

in other teams as well, such as the

second level support team, which

already has two professionals with

CCNA. “Now we are taking the idea

to the fi rst level team and we hope

to have at least one CCNA by year

end”, he says.

Another very important gain is

the innovation. HSBC, according to

Souza, was the fi rst and only fi nancial

institution in Brazil to attend Projeto

de Troca de Tráfego do Comitê

Gestor da Internet Brasil (PTT-

BR), a kind of free zone of internet

traffi c change, through which 20%

of the bank`s internet traffi c passes

“with excellent performance and

meaningful savings” he says.

Another innovating solution:

“HSBC is the only bank in Brazil

to offer access to WiFi internet in

airports with VIP lounge, sharing

Infraero`s WiFi infrastructure.

Today the people`s certifi cation

level guides the team`s training

plan, and it is considered in the

performance evaluation, which

has a bearing on the bonus. The

HSBC team is equivalent to a Cisco

Silver Partner and is looking for

new certifi cations to win the Gold

Partner profi le until 2013. “We are a

technology company, we are a bank

and everything is done with personal

effort in and out the work hours”,

points out Souza. “There is also a

mentoring initiative, where he/she

reached a higher certifi cation has, by

function, to help the others”, he adds.

Due to this agitation that is generated

by the certifi cations, the executive says

6 Get to know Cisco s certifi cations

EXPERT

CCIE (Cisco Certifi ed Internetwork Expert)Capacitation: Routing and commuting; WAM commuting: ISP dialing: SNA/IP 2: Project

PROFESSIONAL

CCNP (Cisco Certifi ed Network Professional)CCDP (Cisco Certifi ed Design Professional)Capacitation: Routing and commuting: WAN CommutingASSOCIATECCNA (Cisco Certifi ed Network Associate)CCDA (Cisco Certifi ed Design Associate)Capacitation: Routing and commuting: WAN commuting (just CCNA)

that the team could incentive new

attitudes, new ideas and a number of

innovations that have been consistently

recognized by the internal programs, as

is the case of Destaque HTS, a quarterly

acknowledgement for the good ideas

and attitudes that made a difference in

IT. “Our team already has 17 awards”

says a proud Souza.

One of the awarded ideas is called

“HSBC e a Mina de Ouro na Terra do

Sol”, an activation solution of a Banking

Service Rendering Station using BPN

Internet in a mining company, where

no Telecom operator offered resources.

Another winning project was the

network cables recycling. The cable

were taken from the bank`s installations

by a partner company. “Much more

that the awareness which generates

acknowledgement, today we have a

powerful motivation, innovation and

management tool”, concludes Souza. •

6 Three companies are involved in the project: HSBC,

Dimension Data (integrating) and Cisco, the two latter ones

supplying the vouchers for the tests

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2222

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2323

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2424

11COVER

Bank renews infrastructure and expands the use of videoconference in internal processes

The biggest customer of Cisco

WebEx collaboration platform

in the world, HSCB has found

in the images transmission

systems a solution to increase its

effi ciency and its productivity gain.

Thus, the institution`s Brazilian banking

operation devoted the year of 2011 to

update and expand the videoconference

rooms to 63 points, with video endpoints

throughout the Country. The movement

altered all the professionals` behavior

and they have changed displacement

habits and have recorded more agility

in internal communication.

“The interaction by video seems

to be a more effective one. Today,

our users have intensified the

search for a videopresence system”,

summarizes Angel Leon, manager of

HSBC collaboration area, about the

internal public`s satisfaction with the

new infrastructure offered in Brazil.

The videoconference rooms,

according to him, are not exactly

new to HSBC, reminding that the

bank uses this resource for more than

15 years. Bur the adoption of video

personal systems calls the attention

on the present behavior. “Beginning

with notebooks and desktops, the

users can either make point-to-point

conferences or telephone calls, or even

use the multipoint system”, explains

the manager.

Today a group of approximately

750 managing level users has an

intense utilization of the system,

and the trend, according to Leon,

is of a fast growth. As far as

the videoconference rooms are

ON THE VIDEO WAVES,HSBC WINS EFFICIENCY

“The interaction by video seems to be a more effective one. Today our users have intensifi ed the search for a videopresence system”— ANGEL LEON, OF HSBC

concerned, they are installed in the

bank`s facilities which concentrate

a higher number of users and where

those who need an interaction with

the rest of the company are.

TrainingThe video transmission also works

as a training platform for the agencies`

employees. The environment establishes

the leveling and standardization concept

of the bank`s services by means of good

practices promotion.

“The purpose is to identify good

practices in a certain segment, and to

transmit them to the others” points

out Leon. “Together with the coaching

service, the initiative has resulted in

jumps of effi ciency and productivity”

he adds.

To propitiate the adoption of

video platforms, the HSBC IT team

needed to promote an upgrade of

the infrastructure and used the

opportunity to integrate the services

in the same network. Thus, the

previous environment, devoted to

the video transportation, was totally

replaced by an IP network. “The V35

network does not exist since a long

time. It was created when the bank

implanted its fi rst videoconference

system, but 4 or 5 years ago it

was migrated to IP, with pieces of

equipment that showed limitations

as compared to QoS and the band

speed, and this degraded the quality”

recalls Leon.

In the technological upgrade, the

users have not only a new image

standard, now in HD, but also have a

higher connection speed of 512 Kbps

and some rooms for up to 2 Mbps,

besides the use of telepresence.

TelepresenceIn the next few months, HSBC should

also have installed a telepresence room

in São Paulo condominium, similar to

those already existing in the operations

all over the world

Angel Leon informs that “The

infrastructure updating opened the

way to the HD video, the infrastructure

services sharing~. According to

him, the bank now dispenses ISDN

(Integrated Services Digital Network)

connections to communicate with

other companies or institutions.•

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2525

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2626

With a three year term, a sealed agreement with Dimension Data includes more than 700 pieces of equipment such as telephones, routers, switches and call managers

MICHAEL PAGEOUTSOURCES SYSTEMSAND IP NETWORKS

1THE CUSTOMER`S VOICE1THE CUSTOMER`S VOICETHE CUSTOMER S VOICE

M ichael Page, a global

company devoted to the

recruiting and selection

of executives for large

and medium size companies,

selected Dimension Data – a

multinational company focused on

information technology services

and provider of solutions for

planning, development, support and

management of IT infrastructures

– to develop a project which

involves the support of the whole IP

telephony structure, networks and

videoconference of the company

in its 24 offi ces in Latin America.

According to Leonardo Cardoso, IT

manager of Michael Pace for Latin

America, the choice resulted from

the good and long relationship which

already exists between both companies.

“Dimension Data implemented the

whole IP Telephony IP, videoconference

and networks with Cisco technology

in Michael Page`s Latin American

offi ces. We have always had a fi ne

relationship with its professionals who

have a qualifi ed profi le and meet our

needs. This is why we signed this new

agreement”, he says.

With the agreement, Dimension

Data will be accountable for the whole

maintenance of Cisco`s equipment

existing in Latin American Michael

Page. The structure involves 700

telephones, routers, switches and

call managers which will be covered

by Dimension Data`s guarantee.

The project also involves Cisco

videoconference equipment and servers.

For Cardoso, the agreement benefi ts

for Michael Page`s IT department

exceed the costs reduction for the

equipment maintenance. “Michael

Page`s core business is neither

telephony nor information technology.

By maintaining this service with

a qualifi ed partner, we permit that

our IT professionals develop more

strategic activities for the business”,

he points out.

Besides Brazil, Michael Page has

operations in Argentina, Mexico,

Chile, Colombia, Uruguay and Peru,

and all the company`s offi ces have IP

telephony structure, videoconference

and networks with Cisco technology

implemented by Dimension Data. •

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2727

TRADING ADOPTS LOWLATENCY NETWORK IN ACRITICAL MISSION ENVIRONMENT

In 2012, with a visionary way,

ATG (Americas Trading Group)

– a company which provides

e-commerce ser v ices and

solutions for investors in the money-

market – decided to position itself

in a new market niche, being pioneer

in rendering high value aggregated

services in Brazil. To this end, it

massively invested in innovation

and, among the solutions, developed

a multibroker products and services

platform of Electronic Trading.

The initiative has a very low

latency negotiation network,

execution proprietor algorithms,

negotiation screen, among other

products.

ObjectivesWith the increasingly higher

adoption of systems with HFT –

High Frequency Trading technology

– higher speed and larger resiliency

(availability) became fundamental

premises in ATG`s business.

The big challenge was to understand

the company`s business objectives

with focus in its fi nal customers, to

offer a solution in agreement to these

expectances and needs, also taking

into consideration the very few time

to accomplish the project – about 4

months.

The purpose of the project was

to design a technological structure

together with ATG executives, enabling

the company to offer its products

in a state-of-the-art technologic

structure. The result would be the

organization`s acknowledgement as

the main player of routing HFT orders

in Latin America, creating a very low

latency environment for institutional

customers in Europe and in the USA.

The solution, designed by Proof

together with the ATG`s team, was

based on Cisco technology. For the

Americas Trading Group renews negotiation network to improve the services offer in Latin America

project, they have used Nexus, HFT

state-of-the-art switch lines, and large

routers. A high availability network

was implanted, distributed in two

different data centers in São Paulo,

one of them in the Stock Exchange,

as well as the construction of the main

offi ce infrastructure.

Later on, the same architecture was

replicated for data centers in Mexico

and Chile, increasing even more the

business reach in Latin America.

The obtained measurements and

results with the project point to

a dramatic reduction in the total

processing time (round-trip) of orders

to the micro seconds level (the lowest

possible latency level with the present

technologies).

ATG`s customers were benefi ted with

the project, as they now have a reliable

and extremely fast access and today

they can count on the most effi cient

trading network in Latin America. •

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2828

11 INNOVATION

With R$ 1 billion investments until 2014, Cisco brings routers and switches manufacture to Brazil, en SP. It will open a researches center in Rio de Janeiro, will invest in a Venture Capital fund, and will develop intellectual property agreements and partnerships with Brazilian companies and entities

T he worldwide Cisco is in good

terms with Brazil. It was this

sensation that users and

partners of the manufacturer

felt during the three days of Cisco Plus

Brazil 2012, an event during which

they discussed technologic trends

and business opportunities, among

other themes. The Brazilian operation

of the company reached full legal age

(it now is 18 year old) and, with that, it

brought some victories to the Country,

summarized in R$ 1 billion worth of

investments from this year to 2014.

The local executives kept trying

and have obtained the approval to

build a local switches and routers

manufacturing plant. SãoPaulo will

host the initiative, the production of

which will begin this year already, using

the infrastructure of Flextronix, its

global partnership. The forecast is that

the fi rst pieces of equipment will be

ready in the market during the fourth

quarter this year.

Cisco production investments in

Brazil were inaugurated in 2011, with

the manufacture of set-top boxes in

PPB (Basic Productive Process, in the

Portuguese acronym) and, therefore,

grants fi scal incentive to pieces of

equipment with high nationalization

content.

Another parcel of the R$ 1 billion

budget will be applied in innovation,

transformation and socio-economic

development. Rodrigo Abreu, president

of the local operation, announced the

following initiatives: 1 – Opening of

a Cisco innovation center in Rio de

Janeiro; 2 – Investments in a Venture

Capital fund focused on the information

and communication technology and

digital economy in Brazil; 3 – Local

production expansion; 4 – Intellectual

property and partnerships with

Brazilian companies and entities for

the joint development of innovations

to render better services to the market.

Cisco expects to generate about

800 direct or indirect jobs in Brazil

with these investments, by means

of its partners` eco-system and,

mainly, that they create a platform

for the high technology innovation

and entrepreneurism in the Country.

“The investments represent Cisco

commitment to the main Brazilian

innovation priorities and to its long

THE INVESTMENTS BALL IS AT STAKE

Manaus (Amazonas State), a line that

has been expanded twice already,

according to Rodrigo Abreu, the

company president in the Country.

This time, the project includes the local

manufacture of some best-sellers in

switches and routers lines.

The project is aligned to the

informatics law rules, which defi ne the

Cisco Plus Brazil 2012 had the presence of Paulo Bernardo, the Communications Minister, Sergio Cabral, Governor of Rio de Janeiro State, and Eduardo Paes, Mayor of the City of Rio de Janeiro.

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2929

“The investments represent Cisco commitment to the main Brazilian innovation priorities and to its long term presence in this Country”— RODRIGO ABREU, OF

CISCO DO BRASIL

term presence in this Country”,

determined Abreu.

Political supportThe ads were produced during

the Cisco Plus Brazil 2012 opening

ceremony, in Rio de Janeiro. The event

had the presence of Paulo Bernardo,

the Communications Minister, Sergio

Cabral, Governor of Rio de Janeiro

State, and Eduardo Paes, Mayor of

the City of Rio de Janeiro.

About Cisco Innovation Center in

Rio, Abreu informed that the plan is

to develop new technology solutions

especially adapted to Brazilian

needs. The center main activity will

be to integrate Cisco portfolio with

technologies produced by local

companies, creating solutions that

meet the Brazilian market needs.

Initially, the Innovation Center

will focus on solutions development

for urban development (Smart +

Connected Communities), sports and

entertaining, public safety, education

and health. Additional solution areas

will be integrated in 2013, including Oil

and Gas and Smart Grid/electric grid.

Investment fundThe Capital Venture Fund for TIC

and Digital Economy priority will be

the incentive to the development of

new Brazilian technology companies

and the entrepreneurism in the Country.

The manufacturer`s plan is to invest

up to R$ 50 million, besides the

cooperation of local investors, who

will become partners of the investment

vehicle to be managed by the chosen

funds manager. The information

technology and communication

Brazilian market has a huge economic

and innovation potential.

By acknowledging this potential,

Cisco intention is to accelerate the

introduction of new technologies

and to offer competitive advantage

with pioneering investments in

emerging technologic innovations, by

supporting the development of high

growth small and medium companies

in the technology, digital media and

telecommunications industries.

Technology transferenceCisco is also looking for

opportunities to develop agreements

with local companies and entities, to

meet the needs the Brazilian market

key areas and to stimulate the local

technology development and, at the

same time, to strength the Brazilian

TIC sector.

It was recently announce an

intellectual property agreement with

Intelbás to supply the growing market

of IP (Internet Protocol) telephony in

Brazil.

The companies are working together

to help the small and medium size

businesses to teach the collaboration

by using the recently announce Cisco

Business Edition 3000 and the Cisco

Unifi ed Communications technology

licensing for certain Telebrás telephones

and IP gateways.

Cisco and Intelbrás will make

available the Cisco Business Edition

3000 using more than 10 000 Intelbrás

partner channels in Brazil. The medium

size partners – with up to 300 users –

will be able to usufruct the benefi ts of

a Unifi ed Communications effi cient

system with professional functionalities

which can support a future growth.

It was also announced a Work

Transformation Power Program

agreement and en understanding

memorandum of a partnership with

SENAC-RJ (Serviço Nacional de

Aprendizagem Nacional), which will

benefi t more than 1000 students in

Rio de Janeiro, who are interested in

starting a network career.

The important Research and

Development area, the Planetary Skin

Institute, an independent non-profi t

global organization for research and

development, initially incubated by

Cisco and by NASA, developed a

number of agreements with Brazilian

institutions that are leaders in the

government`s R&D, in the academic

area and in the private sector for the

partnership development of decision

platforms, about risks and resources

management, which are of fundamental

importance to maintain Brazil`s

international outstanding position in

sustainable development.

Abreu concluded by saying that

Cisco will keep on expanding its

corporate social responsibility

initiatives in the Country, particularly

with the Cisco Networking Academy

program, which has about 25 000

students in Brazil yearly, in more than

250 academic centers. The program

established several partnerships with

public and private institutions to

keep the expansion of the number of

students in the Country. •

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3030

11 INNOVATION

Hospitals, clinics and laboratories invest in the information integration, but still sin in the data safety, conclude experts during Cisco Plus Brazil 2012 event. Advances in Rede D’Or, with the information consolidation and the adoption of IP technology were also pointed out

T he information safety was

one of the most pointed

out themes during Cisco

Plus Brazil 2012. The Forum

Vertical de Saúde, which was held on

the third day of the event, showed not

only the hospitals penury in this area

but also the advances of telemedicine

and other services that explore the

information and communication

technology resources.

The survey, that was signed by

Escola Paulista de Medicina and

conducted by Heitor Gottbert,

presently Cisco healthcare business

manager, about the Information Safety

Management in Hospitals, showed that

the Brazilian health units still have a

long way to evolve in this area. The

purpose was to identify how protected

are the patients’ medical records. To

this end, a “gold standard” was defi ned

and it was applied to a selected group

of hospitals.

According to Gottberg, the safety

measure the hospitals adherence to

the recommendations of norm 27001

and, in a higher punctuation, of norm

27799. They have evaluated the themes

involving safety processed and, also,

those referring to the electronic

medical records systems.

Gottberg explains that the electronic

medical records implantation, which

gained momentum in the last fi ve years,

changes the hospitals safety paradigm.

Before, the data were kept in physical

records and the doctors and nurses

were accountable for the guarantee

of their reliability and confi dentiality.

With the electronic medical record,

the data are stored in servers and it is

necessary to evaluate how the hospitals

are getting prepared to guarantee the

same reliability degree.

This, by the way, is one of the

three pillars on which the survey was

based: confi dentiality, integrity and

availability, with 11 chapters devoted

to the norms, including themes such as

THE HEALTH INFORMATION INCREASES THE SECTOR EFFICIENCY

in health theme is very discussed in

countries such as the United Kingdom,

USA and Australia, which have specifi c

legislations. In Brazil, Associação

Brasileira de Normas Técnicas (ABNT)

already translated the generic Norm

27001 and the specifi c Norm 27799

for the health area. What we notice

is that the growing information of

medical records is bringing new

challenges to the sector.

Gottberg also says that Cisco

actuation in the segment has the

purpose to help hospitals to better

defi ne and implant the information

safety management, by means of a

portfolio and a complete architecture,

which ranges from the edge safety to

avoid attacks, to the internal safety, by

means of applicative that guarantees

that no information whatsoever will

be taken from the company without

permission.

The survey was carried out in 2009,

with a series of questions used to

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3131

politics, confi dentiality agreements with

employees and third persons, access to

ex-employees’ information, among other

subjects.

In some items, the results exceeded

50%, such as the norm that foresees

the implantation politics and that

concerning the employees’ non-

disclosure agreements, besides safety

criteria for those piece of equipment

used outside the hospital and backup

processes.

In other questions, none of the 11

hospitals that have taken part in the

survey reached 100% of conformity,

such as the item of norm 27799 which

determines that the data to be stored

should be in cryptogram. Furthermore,

to determine which procedures should

be adopted in case of the information

security failures and information about

the documents reliability degree were the

items with lower points. This shows that

the hospitals have very little knowledge

about what to do in these cases.

The results have shown a low general

average of conformity in security

processes (37.1%) and in system

(38.7%). It is clear that there is a long

way to go, but as the systems are being

implanted, these processes trend to

evolve. The information is coming,

but it is needed to overcome some

problems, so that the medium can

advance”, he says.

Gottbert points out, however,

meaningful changes from 2009 to the

present days, because the software are

undergoing assessments by Sociedade

Brasileira de Informática em Saúde.

The survey evaluated, for example, if

the quantity of accreditations of one

hospital has an infl uence on the good

security management performance.

“It is proven that it has, because only

those that had accreditations were

above 50%. About the systems, on

the other hand, even a hospital with

no accreditation could have a high

grade, as it is focused in businesses

processes”, he said.

Cisco is conducting a number

of projects in institutions such as

Albert Einstein, which uses intruders’

prevention and detection prevention

solutions. According to Gottberg,

security is a no return evolution way.

“We are evolving from a low perception

stage as far as the recommended

international standards are concerned,

to a stage with a higher maturity and

awareness, as there is an actual demand

for more reliability, confi dentiality and

availability, and this scenario in its

entirety should change”, he foresees.

TelemedicineOn the second panel, “The

Telemedicine Evolution at the Patient’s

Service: How the Technology can

improve the remote treatment”, said

Francisco Javier Fernandez, executive

vice-president of ITMS Telemedicina

do Brasil. He noticed that although the

Brazilian legislation does not permit a

doctor/patient consultation with the

information technology resources,

the telemedicine is being used in the

country since 1999 for interaction

among doctors for an expert’s

consultation or a second opinion.

One of the most advanced Brazilian

hospitals in the area is the excellence

HCor hospital, which uses telemedicine

for monitoring and Cisco telepresence

resources in the intensive care units,

among other areas.

“Telemedicine is not only the use of

technology resource with medicine

content. It aims at improving the

service and the medical services, as

well as improving the productivity and

the effi ciency in the health area. As

soon as both benefi ts are attained, it

is needed to consider security aspects

and the patient’s privacy”. With this

statement, Fernandez summarized

the precepts of the Norwegian Health

Ministry, one of the most advanced

countries in the telemedicine area.

He says that it is possible to use

the TIC opportunities to transport

the information and not the patient,

permitting to take care of patients

as close as possible to his/her bed

or at home. There are still questions

involving network protocols for

homecare, but, in the future, most part

of dwellings will have an IP network

point.

Fernandez also showed data from

Chile, which has more than 600

primary care points, but only 400

cardiologists, 85% of them in the

three largest cities. Besides counting

on a health norm for the theme, the

telemedicine enabled a 30% reduction

“The telemedicine is being used in the country since 1999 for interaction among doctors for consultations with an expert or a second opinion!— FRANCISCO JAVIER FERNANDEZ,

OF ITMS TELEMEDICINA DO BRASIL

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3232

11 INNOVATION

of mortality by ischemic diseases,

according to data of Chile Health

Ministry.

In Brazil, SAMU takes care of a

population of 109 million inhabitants,

with 114 health services, in 926 cities.

In this infrastructure, 428 units are

operating today with telemedicine

resources. Secretaria Municipal de

Saúde e Defesa Civil do Rio de

Janeiro will increase to 60 the number

of health stations equipped with

telemedicine resources. Presently

there are 15 UPAs 24 Horas which offer

teleconsultation services for second

opinion and electrocardiograms

telediagnoses.

During the event, Cisco showed

a telepresence integrated solution

with telemedicine medical pieces of

equipment together with ITMS, the

company’s partner in the area. “There

are pilot project and the government

incentives, but this is an area which has

a long way to go. We are introducing

in the market an integrated solution of

medical pieces of equipment such as

Bluetooth stethoscope, dermatologic

and ocular cameras and a software to

record the expert doctor integration

with the remote units”, informed

Heitor Gottberg, Cisco healthcare

businesses manager.

The forum ended with the

presentation of Rede D’Or case. Since

2004, the network began an aggressive

growth policy with new hospitals and

acquisitions. Today, there are 21 units

which add up 2.7 thousand beds and

the group’s goal is to have 4.5 thousand

beds and a R$ 3.9 billion income in

2015. According to Fabio Costa, IT

Corporative Manager, the fast growth

brought soma management and

technology challenges; and pointed

out that the network infrastructure was

of fundamental importance to support

the company’s accelerated expansion.

“At each and every new hospital

there was a structure and, therefore,

a different challenge. Many of them

had a growth potential and the IT

focus and the company management

was to adjust the processes. But many

hospitals had no IT investment”,

recalls Costa. The company needed

to make an effort to consolidate and

standardize assets and to integrate the

information, which already has the

three main hospital ERP solutions in

the market: WPD, MV and Tasy.

“It was necessary to produce

managerial information, but as it was

on paper, it was diffi cult to consolidate

the data as every solution has a

different manner to name and process

the income, besides the technology

and processes differences”, points out

Costa.

The solution was to make an

integration architecture connecting

all the units into a network and taking

to a data center the information that

are generated in hospitals. At the

central, the data are consolidated in

an integration layer, from where the

managerial information is extracted.

After consolidated, this information

is returned to the units and to the

corporative management.

“None of this would be possible

if we did not have robust network

architecture, provided by Cisco.

Today all the information integration

and consolidation problems and

systems are solved with the business

intelligence integration layer which we

have developed and a well-structured

network”, summarizes Costa.

The networks structure also reduced

the costs. The company started the

architecture with data links, then added

Cisco switches and it was a pioneer

in IP Telephoneny in the health area.

According to Costa, the laboratories

units had very low incomes, which did

not justify the local technology cost.

“With the operation centralization

and the IP network, it was possible to

eliminate the investment of a telephony

center for each and every unit”, he

concludes. •Minister Paulo Bernardo measuring his blood pressure during Cisco Plus Brazil 2012, in Rio de Janeiro

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3333

www.cisco.com.br

fb.com/CiscoDoBrasil twitter.com/CiscoDoBrasil youtube.com/ciscodobrasiltv radiocisco.com.br cisco.com/web/BR/eventos

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3434

11 INNOVATION

Analysts and professors discuss possibilities and applications

EDUCATION WILL INCREASE INVESTMENTS IN TIC

T he Brazilian educational area

lives one of its best historical

moments: the inclusion

process is accomplished

and the discussions now deal about

the quality and the professional

qualifi cation processes. In

this context and with the

popularization of tablets,

smartphones and

social networks,

the area sees in the

information and

communication

technologies a

natural way for

investments.

“The pr ivate

teaching institutions

in Brazil move R$

30 billion yearly,

and the investments

in technology oscillate,

depending on the region”,

explains William Klein,

Hopper Education operations

director. “But this investments

average, between 5% and 8%, is not

good. Most part of the budget of a

private teaching institution goes to

payroll”, he adds.

The executive believes that the big

challenge is to shows to those schools

and universities that it pays to invest

in technology and that the payroll

problems can also be solved. “This

market is fi nancially rich, is warmed

up and has demand”, says Klein.

With the network technologies

evolution, the distance (EAD)

arises as one of the most promising

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3535

ones. The present success of this

teaching modality is due to the great

development in Brazil, mainly driven

by the need to license teachers of

the basic education network. But the

possibilities do not stop here. There

is a huge number of potential private

and public contents.

The smartphones and tablets,

which already can be seen in the

hands of school age children, are

another potential platform for the

development of a more technological

education. “We must be prepared to

have 25 million users of smartphones

in Brazilian teaching network”,

forecasts Klein. These technological

resources, according to him, should

serve the need to motivate the

student, so that he/she will learn

more.

“Can videos and multimedia

contents help? Everything shows

that they can. Where will they be

used? We need infrastructure: data

centers, routers, wireless, tablets,

etc.”, explained the analyst.

SolutionsTo transform the educational system

in Brazil into a world class standard,

integrating it to the 21st century

knowledge society, in which the learning

becomes possible anywhere, anyplace

and on any screen: this the Cisco

proposal for the sector in the Country.

Presently, several company solutions are

applied in the education area, mainly in

high teaching institutions.

The company’s attention points

in the sector, explains Ricardo

Santos, accountable for Cisco do

Brazil education vertical, are the

infrastructure, the classroom, the

curriculum and, of course, the

teacher. The solutions portfolio for

connectivity, safety and collaboration

permits, by means of products and

architectures, the creation of an

environment in which the student can

learn in the teacher’s presence or not

(distant learning).

“The telepresence, for example, can

serve for communication via video

which depend on a lot of time in front

of the screen, or of visualization of high

defi nition details.”, explains Santos.

“Teachers’ capacitation courses, remote

discussion of a thesis and profession

technical courses are examples of these

technologies application.”

Connected schools also grow in

possibilities, explains the executive.

With Cisco technologies it is possible

to install network infrastructure in

the whole school or campus (or even

between campuses), guaranteeing

connectivity among students, teachers

and administrators. This network can

serve as a base to support academic

activities such as university TVs, for

example. It also permits monitoring

systems to inhibit vandalism, protect

the school perimeter and reduce costs

with security.

The portfolio of “Teaching and

Learning 3.0” is another trump

card. With it is possible to create a

complete remote teaching structure

(EAD), with studio for educational

6 The Virtual Classroom enables – with no need to download

applicative – lessons and seminars for EAD, besides

administrative and teachers’ meetings

and administrative videos creation

and edition. The Virtual Classroom,

on the other hand, enables – with

no need to download applicative

– lessons and seminars for EAD,

besides administrative and teachers’

meetings.

Social video systems for storage,

contents search and qualifi cation,

such as lessons, seminars and

researches so that students and

teachers share their contents and

work in collaboration with the video.

This is the Academic Portal, which

enables all these resources via web.

ResearchThe research is another interesting

point. The “Globalized Research

and Innovation” portfolio includes

resources such as the Connected

Researcher, which permits the

integration via telepresence, in

a high resolution environment,

with researchers of National and

International Research Centers, in

order to maximize the innovation

potential and the exchange of

knowledge.

The academic data centers, on the

other hand, enable the management

of data processing, storage and

transmission resources by the cloud

virtualization and computation,

integrating valuable resources in one

virtual system. These data centers can

either enable scientifi c researches

which require a high processing level,

or, with the idle capacity, virtualize

books collections, for example. •

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3636

11 INNOVATION

Cisco offers solutions which increase visibility in the war against the cybercrime, and invests in satellites routing

T he c yberspace is the

new frontier for military

defenses. As much or more

important than the three

traditional frontiers (air, land and

sea), it already is considered by

many experts as the most critical

one, due to the attacks speed and

the damages that it can cause,

mainly of intellectual nature.

Even those companies that have

competent IT departments suffer

with the recurring attacks, taking

this “war” to the corporate sector.

The virtual threats are increasingly

more severe, sophisticated and

common place.

“In 2011 more than 8 billion

malicious transactions via

web were blocked by our

safety systems”, explained

Barbara Adey, senior

director of Cisco safety

and governments group,

during the vertical forum

which discussed the data

networks safety in Cisco

Plus Brazil 2012. “The

cyber- attack can jeopardize

both the companies’ growth

and their speed grows

exponentially.

There are many threat levels

that the IT professionals should

THE NEW SECURITY FRONTIER

take into consideration when

they formulate a cybernetic

defense strategy. The constant

technological evluti9ons, the

mobile devices explosion (including

the corporate networks) and the

safety policies that many times are

incorrect, which impact the

businesses fl exibility are factors to

be considered.

However, the first and most

pr iv i leged space to show,

understand and track these threats

is, undoubtedly, the network: this

is Cisco vision. According to

Barbara, about 35% of peed and

an

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ha

nts

ks,

ate

re

ed

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via

ur

d

r

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,

m

a

o

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ze

wth

ow

le

s s

incorrect, which impact the Barbara, about 35% of

cause,

nature.

at have

s suffer

taking

e sector.

asingly

d and

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a

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evels

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, p ,

Page 37: Cisco Live Magazine ed. 7 (English)

3737

emails global traffi c, for example,

undergoes solutions that are sold by

the company. “The network can be

the foundation for the cybernetic

solution. We believe that it confers

a privileged position to understand

the organizations traffi c and show

what is happening.”

Therefore, the executive believes,

Cisco arises as a natural partner to

develop safety solutions. “Some

of the most famous breach cases

could have been avoided with

this approach and adequate safety

policies”, she says.

FoundationThree pillars support Cisco safety

technology: reliability, visibility

and resilience. They are the base

for the Secure X architecture,

which determines and reinforces

safety policies through the whole

distributed network and not only in

one data fl ow point. The purpose is

to meet the safety needs of network

environments in constant evolution,

leveraging the global and local

safety intelligence use to obtain

protection in actual time.

This architecture gave origin to

resources such as TrustSec, with its

exclusive platform bases on security

policies, the Identity Services

Engine (ISE), for integrated access

services based on the context.

Cisco TrustSec has its identity

acknowledgement infrastructure

reinforced in a scalable manner,

helping to g uarantee “the

complete data confidentiality

with omnipresent cryptography

between the devices. Accessing the

network”, explains Barbara.

Cisco portfolio also includes

security solutions for mobility,

cloud, desktops virtualization,

besides prevention against data

losses and PCI compliance.

“Furthermore, we have the biggest

team in the world for threats

analyses”, says Barbara.

SatellitesOn the really military ground,

Steve Legge, global businesses

development of Cisco Satellite

Solutions, spoke about the company

actions in the satellites sector. “The

last big industry segment to adhere

to the IP technology”, according

to him, represents a huge market

which still is in development.

Cisco satellite solutions integrate

optimized architectures to space

vehicles using the IRIS (Internet

Routing in Space) line, by means

of Cisco 18000 Space series routing

products. According to Legge, the

satellite communication market is

in an infl exion point, thanks to the

growing orbital capacity combined

to the land based systems, which

are increasingly more using IP

technologies, by mobility standards.

IRIS Cisco technology promises

to transform the way governmental

agencies as well as private

organizations use the network

services based on IP technology.

Cisco 18400 router is presently

being used by Intel IS-14, one of

the most advanced commercial

satellites in orbit. By means of

this technology, the connectivity

services can be provided on demand.

Besides, the spatial routers

enable the organizations to reach

multiple continents from only one

connection with the TCS network

infrastructure. TCS is a Cisco

partner channel which offers the

fi rst satellite commercial managed

services with IRIS technology.

This infrastructure permits the

voice, data and video traffi c with

better fl exibility and effi ciency,

if compared to the present and

frag mented communic at ion

networks via satellite.

“Cisco customers can lead this

transition with our satellite solutions

by extending their mobility and

WiFi offers to service providers,

delivering scalable services on

corporate networks, wide band and

backhaul applications”, explained

Legge. “The technology brings

advantages which will become a

trend, and Brazil has chances to be

a pioneer.” •

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3838

11 INNOVATION

Collaborative service among channels and Cisco improves the network monitoring and increases the corporate effi ciency

Especially designed to help small

and medium size organizations

to simplify their network

infrastructures maintenance,

by means of regular evaluations, pro-

active monitoring, besides remote

support and repair, Cisco Smart Care

services program is an interesting

choice for the company’s customers –

and partners. Based on a collaborative

approach for services rendering, it

combines Cisco’s and its partners’

strengths.

Smart Care consists of a client

of software or network appliance

installed in the contractor’s

infrastructure to collect previously

determined information. This

information is sent, in a secure way,

to Cisco’s partner, which can receive

notifi cations about any identifi ed

risks or problems. In many cases, a

specifi c correction for the incident

can also be obtained, as well as the

capacity to remotely apply this

correction. Should an equipment

replacement be necessary, the SLA

will always be observed.

The generated reports permit the

SMART CARE:RELIABILITY FOR THE CUSTOMER, VALUE FOR THE PARTNER

visualization of the infrastructure

health, including the network devices

availability and security by means of

a friendly panel. The appliance also

serves as a platform for proactive

evaluations and repair services, and

can cover from one to hundreds of

devices.

Thus, Smart Care not only improves

the Smart Net, another Cisco

support program, but also offers the

channel partners the opportunity to

add value to the services. “We did

not want to link our products and

expertise in something less passive,

so that the customer could obtain a

little more management”, explains

Luciano Faria, commercial director

of N&DC, Cisco integrating partner

which offers Smart Care for about

two years.

In this specific case, the

product that is resulting from the

collaboration between manufacturer

and integrator was called N&DC

Smart Care. “The customer does

not have the work to open calls,

make updates etc., and counts with

a package of after-sales hours”,

explains the company director,

who presently has agreements with

industries, operators, educational

institutions of the public and

fi nancial sectors. “The Smart Care

has no specifi c market. Any customer

with Cisco equipment can hire it.”

Presently, among the more than

500 partners of all levels of Cisco

do Brasil, only 30 offer Smart

Care. Any partner with interest in

offering the service needs to have

Select or superior certification.

“Our expectance for the next 3 to 6

years is, at least, double the number

of agreements”, explains Marcelo

Nunes, Cisco’s accountable for Smart

Care businesses in Brazil. “And we

will double the number of partners

as well. In 10 months, we grew 50%.

Since August 2011 we grew more

than 118% in income and number

of agreements”, he adds.

Nunes conta que para ser oferecido

no País, o Smart Care passou por um

período de preparação e maturação

e que, agora, os números vão crescer

efetivamente. “Os parceiros são um

ponto forte nesta estratégia”, diz. •

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4040

1ARTICLE

THE IMPORTANCE OF WANIN THE CLOUD ENVIRONMENT

One of the most commented themes in the

IT world today is cloud. The great majority

of companies have plans to migrate their

applications and services to the cloud – public

or private cloud. Applicatives based on this environment,

such as ScanSafe, Salesforce.com and Google, have

multiplied, and the companies concentrate increasingly

more the applicatives on data centers, taking them from

the branches and smaller offi ces.

For a long time, IT professionals wish to centralize the

applicatives in a data center, aiming, basically, gains in

effi ciency and economy. They will gain by sharing the

resources in physical facilities, electricity consumption,

security and even specialized people.

Nevertheless, the applicatives performance, the WAN

links cost and reliability, besides the need of a fail

proof environment, have always

been inhibitors of

this centralization.

Today, however,

t h e WA N

connectivity is

more reliable,

with higher

speeds and

the price is

dropping very

fast. This permits

the companies to

have higher

speed

links and the backup links many times have similar

speeds as compared to the main link. This evolution,

allied to the virtualization technologies in the data

center, enabled the companies to start the centralization

of their applicatives in one data canter, and leverages

the growing use of cloud based applicatives.

But there is a fundamental point that is many times

neglected: the access router role. Responsible to provide

access to the data network, this equipment offers just

the basic connectivity, not taking into consideration

a number of services that became necessary in cloud.

An operation in cloud needs to trust much more in

the WAN connectivity for any daily task and, if for any

reason it becomes inoperative, unstable or slow, the

customers’ productivity and satisfaction are seriously

jeopardized. We need mechanisms that guarantee not

only the connectivity, but that only the necessary

* BY MAURICIO GAUDENCIO

The router relevance grows in the infrastructure management which supports the cloud applicative

Page 41: Cisco Live Magazine ed. 7 (English)

4141

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Page 42: Cisco Live Magazine ed. 7 (English)

4242

applicatives are consuming band, that the applicatives

have an excellent performance, even when they are

remotely used and, fi nally, we need survival mechanisms

and tolerance to failures.

Data such as latency, delay and jitter, many times

affect more the performance of an applicative than

the band width. And this lack of visibility and control

took Cisco to develop new mechanisms and improve

functionalities that we already have for many years in

our routers.

Functionalities such as NBAR, NetFlow, IPSLA, built

in the IOS, permit the network administrators to have an

in depth view of the WAN use. And mechanisms such

as QoS and HQoS permit the administrators to control

the environment, giving priority to the applicatives,

according to their need.

With the AVC (Application Visibility and Control) and

with the PA (Performance Agent), we are giving another

stop forward. The AVC 1.0 permits the acknowledgement

of more than 1000 applicatives with the use of NBAR2.

This way it is possible to make a Deep Packages

Inspection (DPI), with no need to add any equipment to

the network. Added to the new graphic interface, Cisco

Insight increases the applicatives visibility travelling in

WAN and creates QoS policies in a more granular and

automatic way.

The Performance Agent (PA) is also part of IOS and

is habilitated on the access routers to give us a better

visibility about the connectivity characteristics and

how this affects the applicatives answer time. With

no need to add more pieces of equipment, the PA

permits to extend the NAM (Network Analysis Module)

functionalities to all offi ces.

WAAS (Wide Area Application Services) is Cisco

devices family devoted to applicatives acceleration. We

have recently announced the WAASx or WAAS Express,

which the the Applicatives Acceleration functionality

integrated to the routers IOS operational system. In

other words, we can provide applicatives acceleration

from the access router, with no need of another element

in the network or the change of any equipment.

PfR (Performance Router) is a Cisco developed

mechanism, which guarantees the maximum utilization

of all WAN links, by means of an intelligent load

balancing, based on the applicatives needs, and offering

a much lower convergence time by permitting the

network to have a much faster recovery from a failure

condition.

By using mechanisms

such as IPSLA, NetFlow

or even RTP, the router maintains

a table with the conditions of each and every link

(with information such as Jitter, Delay, Latency…) and

performs the load balancing based on the application

needs and on every link conditions. This mechanism

guarantees that all links are used the whole time and

with intelligent load balancing. Should any failure

occur or even a bottleneck in some link, this will be

immediately noticed by the router, which will redirect

the traffi c, guaranteeing a much shorter recovery time.

The migration to cloud is an inevitable movement.

The network infrastructure however should be adequate

to support this migration, and the access router has a

fundamental role in this movement. Build-in mechanisms

in Cisco pieces of equipment permit us to have a visibility

of remote networks environment, a better control over

the applicatives and how they use the network, besides

accelerating the applicatives to guarantee the maximum

use of all links with a shorter time for failure recovery.

Cisco ISR Router is today the only router in the market

that can provide all these services in an integrated way,

permitting a safer and easy migration to the cloud. •* Mauricio Gaudencio is Product Manager – Latin

America Services Router Technology Group of Cisco

Systems.

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