Mobile Innovation Vision 2020


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Predictions for the Mobile Internet of 2020 from the service provider's perspective. Explosive growth opportunties, challenges, new revenue models, and next generation network architectures needed to implement these services. This presentation was used at Mobile World Congress 2010 in Barcelona.

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  • By the end of the session, participants will: Understand the mission, vision and organizational structure of Cisco Development Organization (CDO)Service Provider Business (SPB)Have a better understanding of the importance of cultural awareness Be aware of CDO professional development and learning opportunitiesKnow what to expect going forwardReceive answers to questions (where available)
  • Mobile Innovation Vision 2020

    1. 1. Mobile Innovation: Vision 2020<br />Suraj Shetty Vice President, Service Provider Marketing Mobile World Congress February 17, 2010<br />
    2. 2. Show video The Future of Mobile Internet: 4G<br />4G = IP = Cisco<br /><br />
    3. 3. Mobile Internet 2020: Explosive Growth, Related Challenges<br />Next Gen Business Architecture: The New Revenue Model <br />Next Gen Technology Architecture: The Infrastructure Needed<br />We’ll cover…<br />From a Service Provider Perspective<br />
    4. 4. Mobile Video: 66% of Mobile Data Traffic by 2014<br />108% CAGR 2009–2014<br />4%<br />5%<br />8%<br />17%<br />66%<br />Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014<br />
    5. 5. Business Challenge: Revenue/Cost Balance is Shifting<br />Mobile Internet<br />IP Data ServicesVideo Services<br />Unified Comms.Cloud Services<br />Traditional Services <br />Voice, SMSData Connection<br />5<br />© 2010 Cisco Systems, Inc. All rights reserved.<br />Cisco Confidential<br />Presentation_ID<br />
    6. 6. Business Challenge: Revenue/Cost Shifting to Mobile Internet<br />Traditional Services <br />Voice, SMSData Connection<br />Mobile Internet<br />IP Data ServicesVideo Services<br />Unified Comms.Cloud Services<br />6<br />© 2010 Cisco Systems, Inc. All rights reserved.<br />Cisco Confidential<br />Presentation_ID<br />
    7. 7. B2B2C Two-Sided Markets<br />Platform Examples<br />Industry<br />Side 1<br />Side 2<br />Credit Card Networks<br />Customers<br />Merchants<br />Retailer of Goods<br />Customers<br />Merchants<br />Customers<br />Sellers<br />Auctions<br />End User Search<br />Internet Search Engines<br />Advertisers<br />Music/ Record Labels<br />Consumers<br />Artists<br />iTunes<br />
    8. 8. Next Gen B2B2C Business Architecture<br />B2C<br />B2B<br />ContentBroadcasters<br />ContentAggregators<br />Advertisers<br />ApplicationProviders<br />SPs Will Transition from Today’s One-Sided to a Two-Sided Business Model <br />E-tailers<br />
    9. 9. Edge/ EPC<br />Access/ Agg<br />IP Core<br />B2B2C Technology Architecture<br />SP Services/Content<br />Third-Party Services/Content<br />Mobile Internet<br />SP DC / Cloud<br />National<br />Data Center/<br />VHO<br />National<br />Data Center/<br />VHO<br /> IP Network <br />Video<br />Regional<br />Data Center/VSO<br />Regional<br />Data Center/VSO<br />Business<br />
    10. 10. Intelligent Services: Context Aware Services to Any Subscriber on Any Screen <br />IP RAN<br />IP Core<br />Third-Party Services/Content<br />SP Services/Content<br /> B2B2C <br />Presence<br />Content/Service Owners pay to tailor services to user, device, location and presence<br />National<br />Data Center/<br />VHO<br />National<br />Data Center/<br />VHO<br />Location<br />Messaging<br />Network Profile/Identity<br />Subscriber Profile/Identity<br />Edge<br />EPC<br />Regional<br />Data Center/VSO<br />Regional<br />Data Center/VSO<br />Customers pay for unique personalized services streamed to multiple devices<br />Content Insertion<br />B2C<br />QoS<br />IMS<br />Policy<br />SMS<br />Dynamic and Personalized Multimedia Services<br />Business<br />
    11. 11. New Revenue<br />Slow Response <br />Fast Response<br />Subscriber Churn<br />Enhanced Experience<br />Customer Loyalty<br />Video Content Provider<br />Video Content Provider<br />B<br />2<br />B<br />Content Delivery Servers<br />B<br />2<br />C<br />Multimedia Experience: Dynamic and Assured Delivery<br />
    12. 12. Mobile Internet Growth and IPv4 / IPv6<br />Internet-connected devices accelerating at an exponential rate<br />The ‘Embedded Internet’ will consist of over 15 billion devices by 20151<br />SmartGrid: 110 million households in US alone<br />Mobility / Device Proliferation<br />New IPv4 addresses exhausted as of 2011<br />Adoption of IPv6 essential for continued Internet growth <br />Embedded Internet<br /> 1 – Intel Embedded Internet Projections <br />