Managing the Data Deluge: Cisco’s Nick Adamo on how SPs can support the mobile Internet

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Nick Adamo, SVP of global service provider market segment at Cisco Systems, recently attended the 2012 Canadian Telecom Summit. He spoke to attendees about how to manage the “data deluge” facing …

Nick Adamo, SVP of global service provider market segment at Cisco Systems, recently attended the 2012 Canadian Telecom Summit. He spoke to attendees about how to manage the “data deluge” facing mobile networks everywhere. How will service providers meet the challenges of changing spectrum requirements, managing traffic growth and the monetization and differentiation of their services? Find out in this presentation.

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  • 1. Managing the Data Deluge Nick Adamo, SVP, Global Service Provider Market Segment Cisco Systems© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Cisco Confidential Internal Use Only 1
  • 2. In global mobile data traffic grewSource: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 2
  • 3. In traffic will grow with of mobile device usage indoors, home and officeSource: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 3
  • 4. In of smartphone traffic was offloaded; of tablet traffic was offloaded to Wi-Fi networksSource: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 4
  • 5. By or of all fixed and mobile devices will beSource: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 5
  • 6. iPads sold in ; more than ALL Mac sales in !Source: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 6
  • 7. Mobile Apps will be Downloaded per year = in ARPUSource: and/or its affiliates. All rights reserved. Study, CIO Magazine © 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 7
  • 8. Addressing Managing Monetizing Spectrum Traffic and Requirements Growth Differentiating© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 8
  • 9. 26x Growth Macro 2G/3G/4G Macro 1000 Capacity Average 100 Macro Cell Growth Efficiency 10 Spectrum 1 Consumer Business Community 1990 1995 2000 2005 2010 2015 Wi-Fi Source: Agilent Femto Small Cells Increase Overall Capacity Not Keeping Pace with Data Demand Existing Capacity© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 9
  • 10. • Mobile data traffic expected to increase 26x from 2010 to 2015*• Usage consumption patterns are shifting• Majority consumption occurs indoors (home, office, venues)• Wi-Fi coverage is readily available at most locations• According to Millennial Media, 1/3 of impressions comes from Smartphones connected over Wi-Fi networks Source: Strategy Analytics© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 10
  • 11. ―We’re entering the post-macrocell era where radio type no longer defines the network architecture— and small cells are critical in delivering the mobile Internet.‖ John Chambers Chairman and CEO, Cisco Systems© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 11
  • 12. Key SP Wi-Fi Requirements Mobility, Carrier-Grade, Scalability, Security Intelligent Unified Seamless Converged Radio Architecture Experience Core Cisco Solution Pillars© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 12
  • 13. • Mobile Internet Demand is non-uniform• Peaks of demand in certain hotspots can exceed cell capacity• Baseball stadium deployment—5500 devices generating 52 Mbps traffic Spatial Traffic Distribution• 12,000 devices attached to Wi-Fi 100 90 during Superbowl XLV 80 Cumulative Traffic 70• How to scale metro—continuing splitting 60 50 Mobile Voice (Mins) cells or do something different? 40 30 WiFi (Clients) Mobile Broadband (MB) 20 10 0 0 20 40 60 80 100 Percentage Geographic Area Covered© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 13
  • 14. Addressing Managing Monetizing Spectrum Traffic and Requirements Growth Differentiating© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 14
  • 15. Data Cap Reached BYOD 90% Lifestyle Devices App Freedom Internet of Things© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 15
  • 16. Lifestyle Devices App Freedom Internet of Things© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 16
  • 17. 100M Subscribers 10M Subscribers 1M Subscribers Voice Signaling Data Signaling Roaming Signaling Keep alive Signaling 100s of signals in minutes Phone Call Browser Phone in Motion Multiple Apps by one user Unpredictable Lifestyle Devices App Freedom Internet of Things Signaling© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 17
  • 18. Customer Sodas LOW Preferences Maintenance Engine Usage Lifestyle Devices App Freedom Internet of Things© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 18
  • 19. Old Normal New Normal User People People and Things Access Homogeneous Heterogeneous Services Voice and Data Experiences Usage Predictable Unpredictable Architecture Static Elastic© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 19
  • 20. 3G Bearer Sessions 4G Signaling Transactions Small Cell Services Throughput Lifestyle Devices App Freedom Internet of Things 3G to 4G and WiFI Unpredictable Signaling Machine to Machine© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 20
  • 21. Signaling and Bearer Services 3G 3G GGSN SGSN LTE LTE FW PCRF SGW MME LTE IPsec IMS DPI PGW Any Access, Any Service, Any Analytics, Auto Sizing© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 21
  • 22. Mobile Cloud Services Elastic Intelligent Network Elastic Core Elastic Computing Evolved Computing Packet Core Video Cloud Services Resource IP Edge and Core Resource Optimization Optimization Network Virtualization Unified Mobile Backhaul HETEROGENEOUS ACCESS Unlicensed Small Cell Macro Radio Licensed Small Cell (SP WiFi) (2G, 3G, LTE, A-LTE) (Femto)© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 22
  • 23. Addressing Managing Monetizing Spectrum Traffic and Requirements Growth Differentiating© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 23
  • 24. Subscriber Network Application© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 24
  • 25. Dwell Time Typical Path Taken on Laurel Street Time at Dwell Coffee Shops 7:00–9:00am: 4 minutes, 7:00–9:00am: 22 seconds 4 minutes, 22 seconds© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 25
  • 26. Airport Airport Airport Traveler Paths Traveler Density Travelers Capacity Targets LocatedStatus Location Devices Percentage 20/50 Location A OPEN 1 2315 60.01 100/100 2 8:00–10:00am Location B 834 CLOSED 21.62 3 709 18.38© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 26
  • 27. Elastic Architecture Addressing Managing Monetizing Spectrum Traffic and Requirements Growth Differentiating Elastic Resource Network Heterogeneous Elastic Core Virtualization Access Computing Optimization Lifestyle Devices App Freedom Internet of Things© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 27
  • 28. Thank you.© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 28
  • 29. Tablet = 1.2 X (monthly 32-bit laptop fixed traffic) 64-bit Laptop/PC = 2.0 X (monthly 32-bit laptop fixed traffic) Internet-Enabled HDTV = 4.1 X (monthly 32-bit laptop fixed traffic) Gaming Consoles = 3.2 X (monthly 32-bit laptop fixed traffic) Internet-Enabled 3DTV = 3.4 X (monthly 32-bit laptop fixed traffic)Source: Cisco VNI Global Forecast, 2011–2016© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 29
  • 30. Industry’s first Elastic Architecture for the Next Gen Mobile InternetAn Elastic Architecture addressing the New NormalIntroducing the Elastic Packet Core • Expanding the ASR 5000 to ASR 5000 Series • ASR 5500 for the next decade: superior economics, incremental monetizationCustomer Momentum: • TBC© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 30
  • 31. Industry’s first Elastic Architecture for the Next Gen Mobile InternetAn Elastic Architecture for the New NormalIntroducing the Elastic Packet Core • Expanding the ASR 5000 to ASR 5000 Series • ASR 5500 for the next decade: superior economics, incremental monetizationCustomer Momentum: • TBC© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 31