Creating Next Generation Mobile

Evolution of the Mobile Internet Evolution of the Mobile Internet Internet Experiences Together

John ChambersChairman and CEOCisco

John ChambersChairman and CEOCisco

Our World is Changing…Evolution of Mobile Internet Our World is Changing…

Evolution of Mobile Internet InnovationInnovation Video Key Enabler Video Key Enabler

Speed / Scale / Reach / OpenSpeed / Scale / Reach / OpenNew CompetitorsNew Competitors

Economic Growth / Jobs Economic Growth / Jobs Standard of Living / ProductivityStandard of Living / Productivity

All Industries, GovernmentsAll Industries, GovernmentsSocial Networking

Country Growth / StabilityCountry Growth / StabilityMobile BroadbandMobile Broadband

Information Economy Networked EconomyInformation Economy e o ed co o y

Markets In Transition…Mobility Effect yChanging the Internet, Business Models

Music Movies

Books

Healthcare

A t

Retail

Traditional Traditional

NewsBooks

TVService

Providers Autos

TraditionalBusiness

Model

TraditionalBusiness

Model

L St dM t St d Less StressedAirlines

PharmaUtilities

Most Stressed

Public SectorBanking

Always on Environment… Now Reality

Networked Economy Networked Economy

2010

20082008Collaboration / Web 2.0Collaboration / Web 2.0

Network is the PlatformNetwork is the Platform 20062006

20002000Network of Networks Network of Networks 20002000

All in one Data / Voice / VideoAll in one Data / Voice / Video 19971997

“Market Transitions Wait For No One”“Market Transitions Wait For No One”

Users Demanding More… Any to Any

ConsumersConsumerswant more personalizedwant more personalized

BusinessBusinesswant more personalized want more personalized

experiencesexperiencesusers users demand greater demand greater

productivity experiencesproductivity experiences

More Collaboration… VideoMore Collaboration… VideoMore More VVisualisualProductivity / Profits Productivity / Profits

New Social Business Models New Social Business Models More More SocialSocial

More More PersonalPersonalMobility Key… Always OnMobility Key… Always OnAll About Mobility All About Mobility

…the World is on the MOVE

5B+ Mobile Devices5B+ Mobile Devices 6.3 Exabyte / month6.3 Exabyte / month

.24 EB / month - 2010.24 EB / month - 2010+1.5B M2M Devices+1.5B M2M Devices

2015201520152015

Source: Cisco VNI

Video 66% of All Mobile TrafficVideo 66% of All Mobile Traffic

Mobile Operator’s Opportunity on the MOVE

CloudCloud

Data TrafficData Traffic

Increase RevenuesIncrease RevenuesB2B2C Business Model

Enable Content and Ad Partnerships

CloudCloud

Reduce CostsReduce CostsManage “Over The Top”

ata a cata a c

Mobile Mobile Manage Over The Top

Optimal use of expensive assetsNetworkNetwork

FixedFixed

Improve ExperiencesImprove Experiences3 screen experience and sessions

Video quality experience

ARPU per bitARPU per bit

ClientClientBreaks Existing ModelsBreaks Existing ModelsBreaks Existing Models… Breaks Existing Models…

Moore’s Law Moore’s Law

Move the Mobile Internet Monetization Optimization and Video ExperienceMonetization, Optimization and Video Experience

I i M bil Vid E iI i M bil Vid E iImmersive Mobile Video ExperienceImmersive Mobile Video Experience

MOVEMonetizationMonetization OptimizationOptimization

Comprehensive, Integrated, IntelligentComprehensive, Integrated, IntelligentMobility and Video Characteristics Every Service…

Not SeparateMobility and Video Characteristics Every Service…

Not Separate

Example Cisco Videoscape Experience

Immersive and Consistent

Infinite Content Sources

Managed andUnmanaged Devices

Managed andUnmanaged Networks

Bring TV + Internet + Communications + Mobility… TOGETHER

Enabled by Service Providers

Power of Cloud + Network + ClientsQuality of ExperienceAssurance: SP NetworkAdvantageQuality of Experience Assurance: SP Network Advantage

NetworkNetwork

NetworkNetwork CloudCloud ClientClient

CloudCloud ClientClient

N t k I t lli E th Q lit E iN t k I t lli E th Q lit E iN t k I t lli E th Q lit E iN t k I t lli E th Q lit E iClient Connects with Cloud, But Quality of Experience Depends on NetworkClient Connects with Cloud, But Quality of Experience Depends on Network

Network Intelligence Ensures the Quality Experience Network Intelligence Ensures the Quality Experience Network Intelligence Ensures the Quality Experience Network Intelligence Ensures the Quality Experience

Videoscape ArchitectureVideoscape Architecture

Conductor Cloud

VideoscapeMedia Suite

CRS-3

VideoscapeMedia Suite

CRS-3

Conductor Cloud

SiSi

The Mobile Internet… Changing the Way We Work Live Play and LearnWe Work, Live, Play and Learn

New Mobility and Video Experiences… Quality, Content, Openness, Integration

Intelligent Networks Enable Service Providers to DeliverIntelligent Networks Enable Service Providers to Deliver

Quality, Content, Openness, Integration

Intelligent Networks Enable Service Providers to Deliver Network + Cloud + Devices… Growing Revenue / Profits Intelligent Networks Enable Service Providers to Deliver Network + Cloud + Devices… Growing Revenue / Profits

Thank youThank you.