Transforming Service Deliveryand the Road to Cloud ServicesSimon Aspinall, SP Marketing

Challenges and Opportunities: Consumers and Businesses Are Demanding New ServicesBusinesses Demand Greater Productivity ExperiencesConsumers Want More Personalized ExperiencesConsumer Experiences:More VisualMore SocialMore Personal Business Experiences:More CollaborationBetter ReturnsImproved Agility

Collaborative ServicesPower and CoolingVisual NetworkingAsset UtilizationUser ExpectationsProvisioningNew BusinessPressuresOperationalLimitationsEconomySecurity ThreatsRegulationBus. ContinuityService Providers Are Under Increasing PressureSatisfying increasing demand whiledecreasing cost

Transforming Service Delivery: Unified Service Delivery End to End ServicesEntertainmentCustomerSP Data CenterDC—CO—VHOCommunicationIP NGNInformationCollaborationUnified Service Delivery

Unified Service Delivery Best of Breed End-to-End SolutionUnified ComputingUnified Computing SystemThird Party VirtualizationSP Data CenterDC—CO—VHOCommunicationIP NGNNexus 1000VUnified FabricNexus FamilyNetwork Intelligence and QualityIOS, IOS-XR, medianetUnified Service DeliverySecurity and Application PerformanceAPM, WAAS, Mgd. SecurityMedia Aware DistributionVideo Delivery Product SuitePeering and InterconnectCRS / ASR Families

CustomerCapExServ VelOpExSP Data CenterDC—CO—VHOCommunicationIP NGN 20%90% 30%CollaborationTransforming Collaboration Services Collaboration: Launched Quickly, Billed Faster, Delivered for LessUnified Service Delivery

SPs Must VirtualizeResources for Efficiency Video Head OfficeStorageDistributionData CenterSuper Video Head EndStorageComputeStorageDistributionCentral OfficeContent CachingStorageComputeStorageDistributionVirtualization PlatformCompute PlatformNetwork PlatformCustomerTransformServiceDelivery

Inter CloudTransition to SP Cloud ServicesFoundation for Cloud ServicesSP Cloud ServicesUnified ComputingData Center Virtualization and Unified Fabric ArchitectureNetwork and Data Center ConsolidationVirtualizationConsolidationAutomationUtilityMarket

19601970198019902000Future of ComputingCloudDisruptor:VirtualizationWebClient ServerMinicomputerMainframe201020001990198019701960

IT resources and services that are abstracted from the underlying infrastructure and provided “on-demand” and “at scale” in a multi-tenant environment10© 2009 Cisco Systems, Inc. All rights reserved.Cisco Confidential

WW Cloud Computing Market$60B - Revenue EstimateCloud Computing Potential“The Cloud Wars: $100+ billion at stake ….Merrill LynchInfrastructure as a Service (IaaS)Applications (SaaS)Platform as a Service (PaaS)Business Models Discussed in Detail Later

Barriers to Cloud AdoptionBefore the Economics of Cloud Computing Can be Considered, Enterprises and Service Providers Require a Trusted Service InfrastructureSecurityControlService-LevelManagementCompliance

Cloud Definition:Deployment Models – Public, Private, HybridPhase 1Phase 2Phase 3Phase 4Private CloudOpen Cloud Private CloudPrivate CloudPrivate CloudVirtualPrivateCloudHybridCloudInter-CloudInter-CloudStand-AloneData CentersPublic Cloud #1Public Cloud #2Public CloudPublic Cloud2015-2017PRESENT Federation / Workload Portability / Interoperability13© 2009 Cisco Systems, Inc. All rights reserved.Cisco Confidential

UnifiedFabricApplicationFluencyUnified ComputeSecureTransportCustomerSP Data CenterDC—CO—VHOCommunicationIP NGNTransforming Service DeliveryBuilding Blocks for Secure Scalable Cloud ComputingUnified Service DeliveryCloud ServicesSoftware as a ServicePlatform as a ServiceInfrastructure as a Service

Cloud-based Services The Ultimate DestinationDistributeDistributeVirtual BusinessServicesVirtual ResidentialServicesIPTV, Unified Communications, Collaboration, Web 2.0, Social Networking, Hyper -SyndicationApplicationsComputeStorageContentMulti-tenancyVirtual ResourcesThin and Remote ClientsThin and Remote Clients