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Cisco Live Magazine ed. 9 (English)
 

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    Cisco Live Magazine ed. 9 (English) Cisco Live Magazine ed. 9 (English) Document Transcript

    • > 4th quarter 2012 | issue 9Cisco,Greenand yellowThe GlobalSalesPresidentkicks offa series ofinvestments inthe country Robert Lloyd, President of Global SalestSUPPORT BUSINESS CLIENT’S VOICETeams receive training in Cisco focuses on High performancekeeping communications SMBs using vertical networks connectoperating in disaster solutions and both new towers at theareas business strategy Palmeiras Soccer Club 1 CISCO PARTNERS GUIDE INCLUDED
    • Andeloce.com Soluções Cisco para Pequenas e Médias Empresas Produtos que possibilitam a melhor comunicação, conexão e segurança Telefones - IP SPA 525G2 Roteadores - RV180 Switches - SG500-52P Access Point - WAP121 A Cisco ajuda as empresas a enfrentar os desafios tecnológicos. Soluções de rede sem fio, infraestrutura de rede e comunicação unificada. Visite a página de Lançamento da Linha Cisco para Pequenas e Médias Empresas e saiba como podemos ajudá-lo a resolver sua crise tecnológica. www.cisco.com.br/desconectadosanonimos 2
    • 1EDITORIAL SUMMARY SHORT ARTICLES 04 Emergencies T  he disaster response team keeps communications operating in disaster areas A STEP FORWARD 06 Metro Ethernetchallenges service providers A  n event held in São Paulo, concludes that technology still I f there is a way to translate a company’s level of commitment with the ALLIANCES economy in which it is inserted, this interpretation must be based on the investments it makes. A step that made us very proud in 2012 and 08Channel Programstrength due to Cisco’s T  he initiative gains growth in Brazil that culminated with Robert Lloyd’s visit, Cisco’s Vice President for Global Operations, to inaugurate the router production line. 10 Live!event reaffirms the brand’s presence in T  he Mexico Latin America We are proud, not only about the investments announced, but also of the consistency of the growth plan designed by Cisco in Brazil. 12Majorjoinscreate competitive solutions C  isco manufacturers united makers to major software and hardware The project, as announced, includes the manufacturing of equipment, investments BUSINESS in R&D and in alliances with Brazilian companies, sustainability actions, such as the training of low-income young apprentices, besides other initiatives structured 16 Endurance E  xecutives tackle the most difficult mountain bike challenges in the country with our partners nationwide. In an interview to LIVE Magazine, Lloyd guaranteed that this is not a spur of 18 Market andpresent their strategies towith D Share  istributors maintain increase their business attract, the moment thing, but a long-term commitment and that we are ready to proceed resellers and contribute to the sustainable growth of the economy. Our focus will not be restricted to the major telecommunications corporations or service providers. 20 Showroom showroomssolutions more P  artners use demonstrations to make and technical We are also making efforts to support small and medium-sized businesses, as appealing and increase the number of clients well as innovative initiatives and new technologies, whether they are headed by Cisco, its global partners or even by the local projects. 24 Small Businesshave up tobusiness with T  he strategies to increase companies that 99 employees In terms of alliances, this issue contains the Cisco Partners’ Guide, a new idea from the Marketing department to help identify the companies working along 28 COVER Robert Lloyd,that Brazilglobal I NTERVIEW: Cisco’s with our brand. Vice President, believes will maintain its investments and will continue to The special section lists Cisco’s partners in the following categories: Distributors, grow even after the upcoming major sports events Business Partners, Training, Managed Services and Strategic Alliances. The guide can be found in this issue and also by electronic means, such as the 32 Cooperationrevenue with its partners C  isco shares in order to stimulate the growth of unified Internet, tablets, and Smartphones. communications Another facilitator to our local business. Finally, on behalf of the entire Cisco Brazil team, I’d like to celebrate and share 34 Telemedicine service to all and T  echnology improves speeds up processess this incredible year with our clients and partners and wish you all a new year with THE CLIENT’S VOICE even more achievements. 36 Unified Communications its platform T  he Sicoob Trentocredi replaces analog telephones with the Cisco/Intelbras Enjoy your reading! 38 Highnew towers atnetworks will integrate H performance  igh performance both the Palmeiras Soccer Marco Barcellos Club CONNECTIVITY 40 Retail C  isco presents solutions for Varejo 2.0 42 Themarket test, in house, what they offer to I shoemaker’s children… ntegrators the CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL INFRASTRUCTURE TEAM RESPONSIBLE Editorial Board Copywriting officer Art CISCO DO BRASIL President Rodrigo Abreu Adriana Bueno, Carolina Morawetz, Isabela Polito, Isabella Micali, Jackeline Carvalho, Kiki Gama, Mariana Fonseca, Monica Lau e Jackeline Carvalho Reporters Jackeline Carvalho Marcelo Vieira Marcelo Max Cover 46 2012presents solutions, discusses trends C  isco FUTURECOM and announces partnerships Marco Barcellos Mayra Feitosa Glenn Douglas Engineering Officer 49 Datapartners team is dedicated to the UCS Marcelo Ehalt Production Review Desktop Publisher Center Comunicação Interativa Editora Comunicação Interativa Intergraf Channels Officer Press Service N  ew Eduardo Almeida Journalist in Charge In Press Porter Novelli Jackeline Carvalho Prints Marketing & PR Officer MTB 12456 Translator 5000 exemplares Marco Barcellos Amanda Dardes 3
    • 1 SHORT ARTICLES IN CASE OF Incident Response Teams (DIRT), which operate satellite-based easy- to-assemble network equipment, in EMERGENCIES ... addition to advanced technologies – such as 3G, switching and VoIP, among others – and Cisco ... the Cisco Brazil disaster response emergency vehicles (or NERVs). These volunteers, which are company team is ready to keep communications employees, are trained to provide operating in disaster areas assistance in disaster areas. In the US there are teams on the East and West Coasts. “Helping in incidents around the world with only two teams was difficult,” said Tiago Silva, a TacOps member and in charge of coordinating the DIRTs. “We then created an international expansion program in key areas of the world in order to meet the requirements faster, and also to facilitate matters from a cultural point of view.” The first international team was created in 2010 in China. Then, in December/2011, another two teams were created in Europe (United Kingdom and Russia). Earlier this year, Tiago Silva came to Brazil with the purpose of creating and training the South-American team, with headquarters in São Paulo. The Brazilian team will provide support DIRT volunteers from Brazil learn how to operate the emergency communication kits to incidents occurring in Brazil, in other South American countries and, W ith the arrival of Fundamental in establishing if required, in Central America. s ummer and the communications between the affected The required infrastructure was rainy season, certain areas and the rescue teams, services established at Cisco Brazil headquarters areas in Brazil have to such as internet and telephony, can so that the Brazilian team’s equipment keep an eye on the possibility of make the difference when it comes can be operated: four routers and two natural disasters, such as floods and to saving lives. With that in mind, in portable emergency communications landslides. Tragedies such as the one 2002 Cisco created TacOps (Tactical kits. Among the volunteers in Brazil that affected the mountain regions of Operations Support), a team of are employees from all departments, the state of Rio de Janeiro, in early volunteers that keep voice and data including directors and technicians. “It 2011, causing over 900 deaths, are communications operating during is important that people acknowledge responsible for a series of difficulties tragedies, even at the most remote and promote the existence of this group. not only to the population, but also areas on the planet. The next time a disaster occurs, the to those working in the rescue and The TacOps team is responsible organizations needing our assistance assistance to the victims. for managing Cisco’s Disaster • will be able to request it,” added Silva. 4
    • 5
    • 1 SHORT ARTICLES METRO ETHERNET STILL CHALLENGING SERVICE To Cisco, telecom companies must plan their migration observing the quality of the new services being providedD uring MEF (Metro Ethernet both services. “However, the scenarios Forum), held in October in are challenging and different; Wi-Fi, for São Paulo, Cisco, Calix and example, makes use of a non-exclusive DragonWave executives, frequency, therefore, you tend to suffer among other market leaders in the more with interferences,” he added. Carrier Ethernet market, presented In terms of migration from traditional the technology trends to the service networks (TDM) to the Metro Ethernet, providers and, among the technical Moura affirms that operators need to invest issues, presented the challenges to C in networks and provide quality services. manufacturers, telecommunications “The TDM networks are easy to operate, M providers and professionals. always responding well to the services and Y According to Emerson Moura, one to performance management issues. So, CM of the MEF leaders and Cisco solution when providers start looking at the Carrier “In 2016, the Metro MY architect, the Carrier Ethernet provides Ethernet world, they need to think about the • CY billionaire opportunities. “In 2016, the Ethernet market may delivery of a quality services,” he observed. CMY reach US$ 48 billion K in technological and service sales” — EMERSON MOURA, FROM CISCO market may reach US$ 48 billion in revenue, not only in terms of technology, but also in services. This is an area that grows with the increase of data traffic,” he pointed out. In terms of the technological scenario, Marcelo Sena, pre-sales manager at Calix and Fabiano Chagas, product line manager at DragonWave, highlighted the use of Carrier Ethernet 2.0 and networking trends such as Wi- Fi and Small Cells. Sena considers that “Wi-Fi uses a non-exclusive the 2.0 mode “adds services, such as “Metro Ethernet is agnostic frequency; therefore, granularity for mobile backhaul,” and technology, which adds that Metro Ethernet is agnostic allows several means you tend to suffer more technology, which allows several with interferences” means of interconnection. Chagas of interconnection” —FABIANO CHAGAS, FROM DRAGON WAVE affirmed that there’s a user demand for —MARCELO SENA, FROM CALIX 6
    • A Fundamentos desenvolve e implementa projetos sob medida no formato de“Turn Key”. Realizamos todos os serviços ligados as áreas de: Infraestrutura Sistemas de Monitoramento Rede Elétrica Vídeo Conferência Rede de Telecomunicações Construção e Normatização de Data Center Cabeamento Estruturado Metálico Projeto de TI/Telecom Cabeamento Óptico Sistema de Detecção e Combate a Incêndio Wireless Indoor e Outdoor Equipe d Técnicos Residentes Controle de Acesso LAN Switching Telefonia IP Outsourcing Entre em contato conosco: (12) 2139-6600 Endereço: Av. Francisco José Longo, 1612/1614 fundamentos@fundamentos.com.br Vila Bethânia - S. José dos Campos - SP www.fundamentos.com.br
    • 1 ALLIANCES A PASSPORT TO CISCO’S WORLD Channel program gains strength with the growth of the company in Brazil; evolution must prioritize emerging technologies A t a time of increased business is, the greater is the incentive profitability is even higher. “Actually, investments in the Brazilian offered to make the sale, according to what we do is encourage the partner to and its market share, Almeida. add value and knowledge to the offer,” one of Cisco’s pillars of One example: if the partner sells a explained the executive. performance in the country is of even switch, he receives a certain percentage greater importance: the channels. After as an incentive. If the sale, besides the Partners all, it is one of the few companies switch, includes security or video Currently, approximately 3,500 whose market model is fully based on resources and collaboration, his partners are in business with Cisco. channels; the manufacturer’s business Our profile is quite broad, ranging model is totally oriented towards from resellers and distributors to partnerships. system integrators, ISVs (Independent Within this perspective, the incentive Software Vendors, who sell programs emerge as tools that applications integrated to the network’s provide the business partner with an infrastructure) and datacenters, besides opportunity to increase its profitability. companies that use technology as a Cisco preserves the channel’s margin, secondary business. offers recognition and uses financial In the latter group, we find factors as its means for building loyalty. constructors, for example, which “Our channel partnerships play a along with Cisco, are able to integrate fundamental role, since Cisco’s business technologies for smart buildings, model is based on indirect sales,” industrial automation, among other explained Eduardo Almeida, channels applications.. director of Cisco Brazil. “The financial There are also specific programs for health and profitability of our partners distributors, which are not focused on are fundamental to us. Our partners the direct sale to the client. In these need to profit while conducting “The financial health cases, the recognition takes place by business with Cisco,” he added. and profitability of means of the number and size of the Cisco’s recognition program divides resellers served, besides the frequency the channels by the generation of our partners are in which inventory is replacement and business and sales with added value. fundamental to us” the increase in the number of new The more complex our partner’s — EDUARDO ALMEIDA, FROM CISCO clients, among other parameters.. 8
    • Almeida explains that there are to also provide good service to thedifferent performance indexes, but end customer. We wish to be well 6 THREE LEVELSthat “we also recognize the distributor, represented. Our clients are quitedifferentiating and providing funds and selective; therefore, our partner needsbusiness advantages so that they can to be consistent,” the executive added. The business relationshipfeel motivated to work with Cisco”. categories with Cisco: HorizonsCertifications “The pillar for Cisco’s channel ASSOCIATES Certifications, in Cisco’s opinion, are program does not change,” Almeida When generating a newfundamental elements in its relationship replied, when asked about the future of business, the partnerwith the channels. “They differentiate partnerships. “Our target is profitability, receives credit over thean opportunistic partnership from a to help our partners to earn more.” value transactionstrategic one,” pondered Almeida. According to this logic, and as the“With certification, the partner products are sold by the company SALES WITH ADDED VALUEestablishes a closer relationship with and the manner in which they are The partner who worksCisco.” used by the client evolves, the along with Cisco’s teams The executive explained that it is programs will become more focused in the design of strategicessential that the specialized partner on emerging technologies, including plans, pre-sale actions,obtain certification, acquiring the cloud computing, consumerization, the implementationprivilege of selling certain products. etc. “Encouraging our partner to play of solutions, etcThe VIP, for example, offers conditions a more relevant role in this evolution isof up to 20% in compensation, a quite interesting,” affirmed Almeida. VIPpercentage that can only be achieved “Channel programs in business Associated to the saleswith certain levels of certification in applications, in which the partner of complex solutionsthe sold architecture. would have greater profitability by and architectures, with “This is one of Cisco’s concerns: adding knowledge to the level of a longer sales cycle application and to the network layer. and higher investments Evolution takes place in this fashion.” • made by the partner 9
    • 1 ALLIANCES LIVE! MEXICO EXHIBITS CISCO’S STRENGTH IN LATIN AMERICA The event was in his debut as Latin America leader, 6,300 through partnerships – besides visited by over did a great job in allowing relevant debates with clients and partners, 25 offices. • to continue positioning Cisco as 3,300 people; the leader in the region, allowing for the focus was on the transformation of the experience 6 NUMBERS of countries, governments, clients services rendered and citizens in partnership with our CISCO LIVE! MEXICO to sectors such as ecosystem,” declared Cisco’s Latin NUMBERS America marketing officer, Javier health, education Camacho, emphasizing the success 05 Verticals were the target of and government of the event. lectures and trainings This attention that Cisco dedicatesC ancun, a Mexican tropical to Latin America has a clear purpose. 125 Cisco executives paradise, was the City After all, with the economic attended the Symposium chosen to host the 2012 uncertainties in Europe and the Cisco Live! Mexico. The weak recovery in the United States, 130 Sessions event, held in early November, the region became the company’s received more than 3,300 visitors focus of growth, with Brazil as the 225 Decision-making from 32 countries to discuss how the spearhead. The company recently executives took part in the company’s technologies – including announced investments in the management program routing, switching, collaboration, sum of R$ 1 billion over the next video, BYOD and others – can make four years in the country. Over 60 Cisco product and solution sectors such as health, education, 30 thousand professionals linked demonstrations government, manufacturing and to the company in Latin America – finances more efficient in Latin America. These five verticals were the theme for debates during the symposium, in which more than 125 company executives attended, in more than 130 sessions. A training program was also offered for IT managers, which included the participation of 225 decision-making executives. 60 Cisco product and solution demonstrations were presented, with the clear purpose of increasing companies’ earnings and productivitys. “Rogelio Velasco, as VP host of Cisco Live! Mexico, and Jordi Botifoll, Cisco Live! Mexico gathered 3,300 visitors in the City of Cancun, Mexico 10
    • 1 ALLIANCES CISCO AND PARTNERS: A BOUNTIFUL HARVEST VMware, Panduit, EMC, Verint, Furukawa and Fluke Networks are some of Cisco’s strategic alliances. Together, the companies have led areas and conquered new trends in the global marketM obility, convergence and presence in this segment due to its virtual environments have activities with plant floor devices and changed the dynamics in robots, which require an IP port – our the corporate sector in the DNA,” affirmed Almeida. world and, according to a research According to Carlos Gustavo Werner, carried out by Gartner, up to 2015 it will Cisco’s datacenter business development “When we see become priority matters to the CIOs. manager, the focus, besides relying Eduardo Almeida, Cisco’s channels on partnerships, is to build strategic opportunities the in officer, reveals that, keeping an eye in alliances, such as the VCE joint Brazil, such as demand this process, the company has been venture (VMware, Cisco and EMC). “I for infrastructure, ready for market changes for decades, believe that the concept sold by these time invested in alliances with players companies, both in virtualization, cloud public safety and from different segments to conquer computing and solution development, major events, we bring leadership in new performance areas. benefit the market,” added Werner, the partnerships that “In During the fiscal year of 2012, when mentioning the Vblock solution. our presence in the area of automation, “This product synthesizes our alliance, can help the most in for example, was higher than 80%. This since it integrates cloud computing, solving “problems” and result reflects the strategic investment networking and servers in the same provide opportunities” in alliances made with companies such package.” — EDUARDO ALMEIDA, DA CISCO as Fluke Networks, which has great Almeida also added that the 12
    • Reduza o tempo de Inatividade etenha maior visibilidade e controle desua infraestrutura com soluções PanduitAs soluções Panduit para Gerenciamento da Infraestrutura em DataCenters (DCIM) possibilitam que sua empresa gerencie visualmente aconectividade da rede em tempo real e rastreie os ativos de TI eminstalações e escritórios remotos em qualquer lugar do mundo. Amaior visibilidade das informações relevantes da rede ajuda a minimizarriscos, reduzir o tempo de inatividade e obter vantagens operacionaisAs soluções de hardware inteligente PViQ™ potencializam a soluçãoao incluir gerenciamento remoto de mudanças e ampliações eao rastrear todos os enlaces e equipamentos da rede.Minimize o Risco de Tempos de Inatividade • Resolva problemas de conectividade da rede, de forma 80% mais rápida em relação aos sistemas não gerenciáveis, utilizando o software PIM™ para Gerenciamento da Infraestrutura • Identifique a localização física exata de um acesso não autorizado à rede com agilidade até 90% maior se comparada à ausência de um sistema IPLMReduza Custos • Realize mudanças e ampliações com precisão e rapidez superior em 75% do que nos sistemas não gerenciáveis • Consolide as soluções de gerenciamento para camada física, energia e gerenciamento ambiental na plataforma única do software PIM™Melhore a Capacidade da Rede e a Colaboração • Melhore a colaboração entre pessoas, processos e sistemas, através de interconectividade confiável e de alta performance entre os sistemas de gerenciamento de rede e as aplicações • Gerenciamento baseado na web para acesso local e remoto via um navegador web Faça o download do folheto sobre o Software PIM™ em http://ittybitty.bz/PIM1 Para mais informações: Visite o site www.panduit.com/software, envie um e-mail para info@panduit.com.br ou ligue 55-11-3613-2353
    • 1 ALLIANCES partnerships take place in different can help the most in solving “problems” strategic and a proof of this is our joint manners, such as with the injection and provide opportunities,” concluded venture, which became a company. In 2009, of capital or the joint development of Werner. the concept of converging infrastructure solutions. “We understand the strength Performance with partners was developed. We decided that it would be of the company, which comprises Cisco’s portfolio is broad regarding worthwhile to enter this market, and then, Cisco’s solution and its importance to its global partnerships, and with some VCE was created,” the executive explained. the client, and we combine them,” he companies the partnership dates back The Panduit strategic alliance manager, said. more than 10 years, which is the case Mark Hwang, said that the relationship The channel area, in the executive’s of Panduit, EMC, Fluke Networks between the companies included opinion, is strategic in this composition, and Verint, which act, strategically, cooperation from the engineering and since it is responsible for the alliance in several areas with and for Cisco, strategic departments. “Panduit and between partners to act in sectors of complementing solutions, services and Cisco develop solutions for physical high demand, such as infrastructure even architectures. infrastructure and architecture for the and major events. “When we see “The main incentive to invest in these implementation of Cisco’s technologies. opportunities, such as demand for alliances is the market’s dynamics, We have cooperated in the launch of the infrastructure, public safety and major which purchases and is filled with Catalyst and Nexus platforms and we are events, we bring the partnerships that solutions that make business evolve. In sponsors of the Networking Academy, the case of strategic partnerships, such which trains students to design, build as VMware, EMC, Furukawa, Panduit, and perform network maintenance. among others, each company intends to With this, we gain further knowledge supplement the offer to better serve our on the applications and technologies clients,” reports the channels officer. that our clients implement in their IT For Jim Daves, sales’ officer in Latin environments and our know-how in the America for Fluke Networks, the application layer, in network platforms, performance in partnership exercises processing and storage, provide better two strengths: partner and integrator. solutions for the physical infrastructure “We are partners in the development and architectures.” and build testing equipment that Our partnership with Verint began communicate with Cisco’s devices, but in 1998, when the company manufactured we also train Cisco partners, a long-lasting its first voice recorder and started installing relationship that has helped us perform the systems for Cisco’s clients, acting as a certification work of the copper, fiber and technology partner. Currently, Verint is wireless facilities and has benefited Cisco a member of Cisco Developer Network “In 2009, when the with the physical layer – infrastructure (CDN). “Due to the investments in the concept of converging that, if not placed in good hands, partnership, we not only make sure that degrades the equipment’s performance,” our technologies interoperate as our infrastructure was he reported clients expect, but we also cooperate created, we decided With EMC, the relationship is also by providing new resources that would that entering this market long lasting and Welson Barbosa, cloud not be possible if the companies would be worthwhile and business director in Latin America, continued working individually,” the so VCE was created” affirms that Cisco is one of the most company declares through its press strategic partners. relations departmentes through its — WELSON BARBOSA, FROM EMC “Cisco’s development of solutions is press relations. • 14
    • 1 BUSINESS FROM WORK The Cisco ABR Comstor team was formed by Cisco Brazil’s director of operations, Marcos Yamamoto, TO SPORTS Cisco Capital’s accounts manager, Caio Raymundo, and Cisco Brazil’s president, Rodrigo Abreu. The team’s main goal was to do something good: Cisco Brazil executives face one of the most the company donated computer difficult mountain bike tests in the country and equipment to the schools in the region. But of course this was not the only thrill give a lesson in teamwork during the competition. “After months of training and T he greatest mountain bike Diamantina, in Bahia. During one week expectation, it is now time to ride the challenge ever held in the in September, teams of two (formed trails using individual skills and qualities, Brazil: this is how the Brazil by the relay between three members always keeping in mind that we are a team,” Ride organizers define the of each team) compete, the 2012 issue Yamamoto wrote in the daily journals 600 km competition of mountain, of Brazil Ride had a corporate category during the competition. “Brazil Ride, valley and river trails at Chapada for the first time. as well as in most of the projects in our lives, no one can succeed on his own – team members must complete each stage together.” To Cisco executives, participation in the endurance test, during which they had to face extremely dry weather and temperatures, is also an incentive in search of finding the balance between work and one’s private life, and to show how projects of this nature can help communities that need assistance; and also the obvious “endurance” component. “Better than describing the several ups, downs, sand and stones, I repeat Awards ceremony for the 2012 Brazil Ride winners, in Bahia what the Portuguese magazine Bike Magazine wrote: ‘This (stage) is one ofFabio Piva the most difficult things to do on top of a bike,” Yamamoto wrote, referring to the second day of competition, consisting of a 144-km stage. Perseverance was the word used by the executive to summarize the experience after the seven hard days of competition. Even so, what counted the most, were the moments of solidarity during the competition, being in touch with the local community and with nature. “And, we have already registered for the 2013 Brazil Ride,” wrote Yamamoto. Caio Raymundo and Marcos Yamamoto “We’ll see you there!” • 16
    • Garanta eficiênciae confiabilidade ao seu negócio. Para obter vantagens competitivas e excelência no atendimento e relacionamento é essencial poder contar com sistemas de comunicações atualizados e eficientes que contemplem recursos como convergência, colaboração e mobilidade. Combine os melhores recursos ao expertise da Wittel em atendimento, consultoria, planejamento e integração e obtenha o melhores resultados. Consulte a Wittel. Conheça as nossas soluções em Colaboração e Comunicações Unificadas, sob medida para o seu segmento. wittel.com • Consultoria de Apoio à Decisão e ao Relacionamento com o Cliente • Collaboration Center • Unified Communications• Gestão de Relacionamento e Eficiência • Qualidade e Produtividade • Convergência • Gestão de Projetos • Serviços Profissionais • Customer Feedback • Soluções de Operações Financeiras • Conference Call
    • 1 BUSINESSTHE ICT PIONEERSDistributorspresent theirstrategies toattract, maintainand increasebusiness withresellersL ocated in South America, Brazil has a territorial extension of over 8 million km², the fifth largest on the planet, with an economic ranking between 6th and 7th. During this decade, regions that weren’t as developed economically saw change with an increase in consumption by the new lower middle class, which also changed the pace of business, in 2012 and the demanding from companies a higher opportunities investment in ICT (information and already foreseen,” communication technologies). the exec utive An economic behavior that directly emphasized. “our plan is to triple impacts the distribution chain of A member of our turnover, products, since it is necessary for the Westcon Group, and also being them to be available as soon as Comstor, which calls itself the acknowledged possible in different parts of the leader in the distribution of Cisco by Cisco and country; and, distributors specialized products, is about to consolidate a by resellers for in Cisco equipment, are not only fully double digit growth in 2012 and plans our operational excellence and as a acquainted with this demand, but have to continue expanding next year, but partner that adds value to the business,” also established differentiated strategies at a more conservative pace due to affirmed Renato Lovisi, responsible for to attract, maintain and increase their the economy’s behavior, according to the company’s Network Business Unit. business with resellers. Humberto Menezes, general director of The owner of a portfolio with 9,000 Carlos Tirich, Alcatéia’s business Comstor in Brazil. “We continue with a resellers, Ingram Micro accumulated and marketing director, said that perspective of growth, but Brazil’s GDP a 35% growth increase over the last the company intends to practically will probably present a 1% growth, two years. double the 10-member team, directly despite the country being involved in Ingram Micro Brazil’s strategy with responsible for the marketing of Cisco major sporting events,” said Menezes. Cisco’s products for 2013 will be solutions in 2013, precisely due to the In the same fashion, Ingram marked by the expansion of the small new opportunities. “Cisco is one of Micro Brazil, another one of Cisco’s and medium-sized client base, focused Alcatéia’s main investments during distribution partners, is optimistic mainly on the safety and collaboration the following year, due to the growth towards the future of the business: segments, which is similar to what 18
    • Alcatéia is planning. “In 2013, we are considering nearly According to Tirich, the market 50 actions,” affirmed the businessaccepts Cisco products quite well, and director when reporting that thethe distributor has assumed the role as events include road shows, eventspioneer in the small and medium-sized with sales executives, training, amongbusinesses market (SBM). Another other actions.factor that has worked to increasebusiness in 2012 was the fact that BenefitsAlcatéia enhanced Cisco’s solution In addition to the campaigns for theportfolio. “We gained access to 100% partners, biannual campaigns, targetof the products,” celebrated Tirich. promotions with the offer of benefits “The distributor’s project Therefore, the distributor, according for the company or entertainment for is to promote theto Tirich, has invested both to move the professionals, Alcatéia maintains expansion of the channelforward in the market as well as for a channel program called Inovar,its work to be appreciated by Cisco; with 120 registered resellers, with to technology verticalspromoting, besides the pre-sale support, biannual goals with bonuses for that are in evidence,nearly 15 events oriented to the value the funds that may be used in the such as big data andsegment with the brand’s products. hiring or training of professionals. “In 2013, the resellers at Inovar will cloud computing” also have access to Cisco products,” — HUMBERTO MENEZES, FROM COMSTOR Tirich emphasized. The rendering of services to resellers will be one of the highlights of Comstor, the business to the area of borderless network branch created by Westcon Group architecture, which gathers routers, specifically to operate the Cisco switches and security platforms. brand. “We want our partners to In order to speed up the business, benefit from a services rendering Comstor launched Comstor strategy designed for them,” affirmed Express, an e-commerce service Menezes, when pointing out the that simplifies price quoting, the importance of distributors. “The consultation of inventories and the channel and Cisco are our clients,” he follow-up of online orders. The added. service is available over the Internet Comstor’s project is to promote the and will soon be launched for the“Cisco is among the expansion of the channel to technology iPhone (there are already trial users),three main Alcatéia verticals that are in evidence, such as Smartphones and, consequently, for big data and cloud computing, along tablets.investments for the with the datacenter and virtualization. “This support convenience andfollowing year, due to the According to Comstor’s President, reseller qualification representsgrowth in 2012 and the the company is investing heavily in a differential,” emphasizesforeseen opportunities” these markets and is already obtaining Menezes. Comstor currently good results, already achieving the maintains approximately 60 people— CARLOS TIRICH, FROM ALCATÉIA same results with the collaboration, focused on Cisco, including marketing telepresence, IP telephony, in addition and engineering. • 19
    • 1 BUSINESS SHOWROOM Integrators invest in showrooms and technical demonstrations to make solutions more appealing and to increase the number of clients PromonLogicalis Innovation Center: demonstration and relationship areaN owadays, it is perfectly possible and is being adopted by integrators and The permanent area is located at the to buy a car over the Internet. ICT solution providers. One of these company’s headquarters, in the district The process is simple, fast and companies is PromonLogicalis, which of Itaim Bibi, in São Paulo. It is a big customized: all information has been investing in such an area since meeting room, in which solutions are required is found on the website, usually 2011, when its Innovation Center was displayed so that the clients may test filled with beautiful images and an opened. them. Cisco is the main partner in the alluring language, created to convince In the cutting-edge technological construction of the Innovation Center, the potential buyer. However, one may e n v i ro n m e n t c re a te d by therein we display wireless access think that few customers prefer to visit a PromonLogicalis, and by partners such control solutions (ISE), cooperation dealership personally and feel the smell as Cisco, clients have the opportunity and unified communication solutions, of the new seats, the softness of the to familiarize themselves with the among others. steering-wheel and hear the roar of the products that meet their business needs. The company is also one of Apple’s engine. These solutions are part of the unified corporate partners in Brazil for The test drive made by the majority communication and collaboration, corporate sales, and this condition is of those purchasing cars is therefore videoconference, IP telephony, demonstrated in the Innovation Center: very similar to showrooms. The concept corporate networks, cloud, security, the concept of mobile collaboration has been long used by companies in wireless networks, mobility (BYOD) is demonstrated in iOS devices the real-estate and construction sectors, and managed service portfolios. interconnected to the corporate 20
    • network and accessing tools such as PromonLogicalis made the strategic the Cisco Jabber. These are some of the decision to operate in the large company permanent demonstrations, however market. Up till then, the company’s“depending on the need, we are also focus had been telecommunication able to put temporary exhibits together,” service providers in Brazil, about a explained the PromonLogicalis dozen companies, and with a direct, business and partnership manager well-structured relationship focused for Latin America, Ricardo de Abreu on the clients. Sofiatti. “When we decided to go after the According to the executive, the large companies, we needed a more solutions are usually assembled for efficient way to communicate and “NEC’s showroom does one year at least, and updated at the demonstrate what we were doing, not have the role of only whenever the developer does the same. because PromonLogicalis, the IT and attracting new clients, The advantage of this system is readiness, telecom integrator branch of Promon in other words, at any time the client Group, wasn’t well known at the time, but it is also an area that may visit the area and all features will by the corporate world,” explained states the role of the be ready to be demonstrated. “If the Sofiatti. Thus, the showroom was company in society” client requires a specific demonstration, a perfect fit to the company, which — ANDRÉ ELETÉRIO, FROM NEC we are able to modify the laboratory. As needed to demonstrate its solutions technology evolves, we bring in new and become a well-known brand with resources to the Innovation Center and the target public. also new devices as they are created.” Since 2011, when it was opened, a video automatically popping-up, approximately 50 clients have visited besides being able to share the computerThe concept the area, nearly the number initially screen with another person in the same The concept for the Innovation expected by PromonLogicalis meeting. Testing these resources inCenter was created approximately and a considerable proportion of person makes for a richer experience,”two years before its launch, when approximately one third of the he stated. company’s 160 active clients. Most The expansion of the Innovation of the current invitations to visit the Center’s physical space is not center are made to companies already PromonLogicalis’ current intention; working with the integrator. The goal however, increasing the number of is, of course, to assemble new solutions. demonstrations and features is a However, the area also has the purpose constant goal, as new investments from of attracting new buyers. “When there the partners increase. “We want to use is a new client, we take the opportunity the area more and more as a relationship to perform a corporate presentation center,” Sofiatti said. about the company, and then moving on to the demonstration,” explained the From the East PromonLogicalis executive. Another initiative under operation Sofiatti believes that the Innovation in Brazil was developed by NEC. In Center’s main benefit is “being able to fact, every showroom created by the abandon PowerPoint presentations,” company’s global branches is inspired in other words, making technology on Innovation World, located in“The main benefit from more evident, going beyond the simple Japan. The Brazilian center followsthe Innovation Center is graphic presentations in the attempt the template from headquarters, withbeing able to abandon to convince the client. “Another thing a few characteristics adapted to LatinPowerPoint presentations” is to pick-up the telephone, call from America business the Japanese and— RICARDO SOFIATTI, FROM one extension to the other and observe Brazilian company product and servicePROMON LOGICALIS 21
    • 1 BUSINESS portfolios are different and aligned to equipment, including media gateways showrooms, the integrator takes those each market. and network core routers, most of them who are interested to the datacenter NEC’s showroom exists since the manufactured by Cisco. that supports one of its main products: company moved to the capital of São Over the last few years however, the CaaS, a unified communication and Paulo and started acting as solutions structure has not been much used for collaboration managed service. integrator. It is 500m² of area, in which business purposes. “Usually we invite “The only difference to the HCS it is displayed IP telephony solutions, clients when it is necessary to perform (Hosted Collaboration Solution) is individual videophones, cameras, tests or to demonstrate a particular that, at CaaS, Cisco itself assembled the projectors, displays, customized rooms, feature,” explained Soares. Over datacenter, and not Damovo,” explained collaboration tools and management the last few years, the company has the CaaS business unit manager of the software. worked closely with one of the major integrator, Carlos Elias. Damovo goes to “The showroom does not have the role Brazilian service providers, a relationship the client, builds the network and does only of attracting new clients, which that demands greater technical use of the all the necessary integration. Finally, it in fact occurs, but it is also an area laboratory, and that explains the decrease connects to the Cisco datacenter,” he that states NEC’s role in society and in its use for business purposes for the explained. reinforces the brand locally,” explained obtainment of new clients. “The team is The CaaS goal is to provide simpler and André Eletério, the company’s certainly interested in increasing its use, cheaper collaboration and communication marketing manager. in other words, if it creates benefits for tools, with which the client acquires In mid-2012, the company performed new businesses and new clients,” said the resource per user. Available since a major remodeling of the showroom, Soares. May/2012, the infrastructure supporting updating the layout to make it more the service is distributed between two appealing. The idea was that, as Data center processing centers, in Barueri (SP) and the company’s and the partners’ Another company, which invests in in Uberlândia (MG). technologies change and evolve, the the contact between the potential client “Every client that has closed a deal arrangement and permanence of the and the solution before closing the deal, with us wanted to visit the datacenter,” solutions are renewed. “It is an area is Damovo. However, unlike traditional Elias affirmed. “This is where we in constant change,” explained the demonstrate every kind of redundancy, executive. the safety measures and availability. It is a way to demonstrate that the solution is Laboratory reliable and, in general, the client leaves “Demonstrating to the client that a the center feeling extremely secure.” concept is feasible is essential,” stated Besides the visits to the datacenter, the Italtel technology director, Rafael Damovo has, at its headquarters in São Soares. The Italian company has a Paulo, terminals connected to CaaS, which laboratory in the capital city of São are used in demonstrations to potential Paulo focused on IP telephony solutions buyers. Calls are made from the company, focused on telecommunication service in particular video calls, and through the providers. “It is not a traditional datacenter support service. The system showroom, such as the demonstration is also demonstrated on mobile devices. center. It is a laboratory where the client “It is still a very simple demonstration. can, whenever necessary, make or watch In the future we intend to present demonstrations.” telepresence resources. We want to The laboratory exists since 2001, “In general the client call every branch through CaaS, and when the company started its activities have clients at the Rio de Janeiro and leaves the center feeling in Brazil, and it had the purpose to São Paulo branches hosting video calls allow tests to be conducted by clients. extremely secure” between them,” reported the Damovo It has, in particular, infrastructure — CARLOS ELIAS, FROM DAMOVO executive. • 22
    • Cisco Web SecurityAppliance. Segurança paravocê e seu cliente.Certeza de segurança para o seu cliente.Certeza de rentabilidade para a sua revenda.Prepare-se para lucrar mais: sua empresa vai aumentar as oportunidadesde negócios com uma solução acessível, com a solidez da marca Cisco e osuporte da Ingram Micro.Cisco Web Security Appliance• Segurança na web para todo tipo de organização;• Controle granular sobre microaplicativos;• Permite restrição a funções específicas de sites, sem a necessidade de bloquear todo o acesso;• Integração com dispositivos móveis através do AnyConnect Security Mobility Center.Por que comprar Cisco Web Security Appliancena Ingram Micro?A Ingram Micro é o maior distribuidor de valoragregado do mundo no segmento de TI.Aqui, sua revenda ganha benefícios exclusivos nacompra das soluções Cisco:• Limites de crédito pré-aprovados;• Atendimento exclusivo;• Logística e entrega com prazos diferenciados;• Outros benefícios exclusivos.A Ingram Micro está à sua disposição. Fale conosco – e lucremais. Fale com um especialista Cisco na Ingram Micro e solicite uma solução Televendas (11) 2078-4300 Cisco personalizada e sem compromisso para seu cliente: • cisco@ingrammicro.com.br www.ingrammicro.com.br
    • 1 BUSINESS SIZE DOES METTER HERE S mall and medium-sized Focused on these organizations, Cisco develops a businesses represent the Cisco developed a special strategy, strategy to serve largest employers in several which started with the hiring business countries. These businesses director, Ms. Plihal, to head the SMB companies with up are also those that need specific area; including the new product area to 99 employees technology service and solutions and finally, business models that the most, in formats adjusted to their are differentiated and compatible and relies on its budgets, size and payment capacity. with the client’s profile; all including partners, in Just so you can have an idea, in Brazil, international support from the micro and small businesses (SMBs) Worldwide Development and Sales particular the generated approximately 70.2% of the President, Robert Lloyd (see more on distributors, to registered jobs in April/2012, pursuant to numbers of the General Registry of page 28). According to Ana Claudia, the increase business Employed and Unemployed Workers decision of reinforcing the specific (Caged) of the Ministry of Labor and area to business with SMBs comes Social Affairs (MTE). from a general observation of the 24
    • entire business structure that Cisco from the “boutique” template, designedhad, observation that demonstratedthe difficulty of acting in a macro level for major corporations, and moves toward mass access to technology, exploring the 6 SMB PORTFOLIOalong with a segment that requires a best practices already implementedmore advisory service. around the world. The new solution provides: According to Ms. Plihal, the decision In other words, Cisco wants, into reinforce the specific area for the long run, to serve as the base • An access pointbusiness with SMBs comes from a of the pyramid, preserving the • Manageable and stackable switchgeneral observation of the entire Cisco major contracts kept with the apex. • VPN Routerbusiness structure, an observation that Therefore, Cisco announced, in late • IP Telephonydemonstrated the difficulty of acting November, along with the creation of the • IP Video Surveillanceat a macro level, along with a segment SMB strategy, a portfolio of specific • UC Managerthat requires a more advisory service. products for this public. “Looking at the current structure, “This new client has the benefit ofCisco’s business area is huge, ranging motion and of reducing physical space,from major corporations to the challenge but requires a connection and needs to performance, something that cloud-of providing products to companies with access voicemail, make telephone calls based solutions fully meet,” Ms. Plihal2 to 99 employees – a small business and send and receive videos with high pointed out.under Cisco’s classification,” observed The new solution offers access points,Ms. Plihal. a manageable and stackable switch, a VPN router, unified communicationsBusiness reorganization manager (UC) and IP telephony with Using this observation as starting specific functionality and architecturepoint, Cisco initiated a process of for the SMBs. Everything integratedorganizing the service for SMBs, oriented to analog adaptors and enabling theby the most prominent characteristics in implementation of IP-based videothis market segment: it requires mobility; surveillance.it has high employment rates; presents For Cisco partners, supported by thelow technology-friendly rates; chronic distributors in which the company relies toproductivity and flexibility problems increase business; the solution is already offeredand fast response to demand. with a set of good practices for pre-sale, sale and “Another point is that most of the implementation. “The line is appropriatesmall and medium-sized businesses for the market sector that requires analready explore the e-commerce and internet access link, safety control andsocial networking benefits,” stated connectivity,” stated Ms. Plihal.Ms. Plihal, when concluding that it is “This is the area Cisco’s goals for this small and medium-a segment that demands increasingly sized business area (SMB) are very presenting higher growthtechnological solutions, in particular ambitious and will change the market’sregarding connectivity. in Cisco’s business” configuration over the next 3 years, she Thus, the new Cisco business area is far — ANA CLAUDIA PLIHAL, FROM CISCO said. • 25
    • 1 COVER CISCO, GREEN AND YELLOW Robbert Lloyd, Cisco’s President for global sales, reveals the company’s belief in Brazil, he also comments on the European economic crisis and its impacts on the global economy, and makes the authorities in order sporting events as a company’s to build the way to support the resources infrastructure economy’s growth available to required not only to and the new Brazilian host the major market demands 28
    • A mong those recommended for the position as Cisco’s global CEO, Robert Lloyd, the current President forglobal sales inaugurated, in Septem-ber, the production of Cisco routersin Brazil. During his visit, Mr. Lloydspoke to Live Magazine about localmanufacturing, the plans regarding thelaunch of new technologies and thecompany’s growth in the country. Hepointed out the good image that theBrazilian subsidiary and the countryhave in the global operation of thecompany and stated that, among theactions, which have already been de-fined, there will be an increase in theproduction of equipment, the con-solidation of partnerships and stronginvestment in the relationship with “There is no doubt that Brazil plays an importantstate and federal governments, with role and is one of the Cisco’s long-term investmenttelephone service providers and cor- plan. We have plans for local manufacturing,porations. Follow the main points ofthe interview. innovation, server excellence, and my expectation is that this market will grow faster than expected” LIVE MAGAZINE: What have —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENTbeen the investments made by Cis-co in Brazil so far, and what are yourfuture plans? ROBERT LLOYD: Brazil has always in Rio de Janeiro, where we will be able th Africa, Beijing and London. Un-been a focus point to Cisco. Recently, to demonstrate the innovations in the questionably, we have the capacity ofwe dedicated a specific investments fields of health, education, urban de- providing the best infrastructure. Wepackage to expand our local presence velopment, sports and entertainment have more experience than any otherand stimulate national development. and public security; investments in a company, and we will do a better jobWe have already made large invest- venture capital fund focused on IT, di- than we did in London; since, by 2016,ments in the training of our teams; we gital communications and economy, in the complexity will be greater and wehave reinforced our relationship with the expansion of local production – as will have more videos and content. Wepartners and clients; and we are inves- mentioned before – and on intellectual want to bring professionals with expe-ting in infrastructure. With regards property agreements with Brazilian rience and know-how in events suchto local production, we have already entities for the joint development of as these to help Cisco’s team in Brazil.manufacture setup boxes and we are innovations to better serve the market.about to begin manufacturing of one We are very optimistic. CLM: In which way do these spor-of our main product lines, routers. We ting events orient the company’s in-will soon provide for the manufactu- CLM: Has Cisco been working on vestmentss?ring of switches locally. any project for the World Cup and ROBERT LLOYD: We We consider The main four pillars on which our the Rio de Janeiro Olympic Games? these huge events as great opportuni-investments are based over the next ROBERT LLOYD: When we talk ties to influence the Brazil’s develop-few years revolve around the inaugu- about these sporting events, we always ment; however, I do not think that theyration of the Cisco innovation center bring the experience we had in Sou- are orienting our investments per se. 29
    • 1 COVER Obviously, the manner in which we “We lead and maintain our market share; in the US. look at the opportunity will deter- mine which company will build the For example, we are the second largest player in the entire infrastructure required, and we blade segment. We have maintained our share at certainly have the best tools to, for ins- 15.2% regarding mobility, and we lead the wireless tance, execute the connectivity of the stadiums for the World Cup. However, market, since Wi-Fi is a fast-growing market” our major concern is in making sure —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT that the 12 cities hosting the games in 2014 will be able to take advantage of this infrastructure and that it will benefit its residents after the games. business is currently down, because nufacturing, research and infrastructu- The main objective is to create a long- people do not know what paths the re oriented economy. The next Internet -lasting legacy for the cities hosting economy will follow. The continent is wave will be the Internet of things, not the World Cup and for Rio de Janeiro officially in a recession, especially the only connecting mobile phones, TVs and after the Olympic Games. southern block where the economy computers, but connecting everything. has been the most challenging. We Well, we believe that a great percentage CLM: How does Cisco view have also seen a reduction in China’s of sales will come from Brazil, Mexico, Brazil’s position within the current production, because Europeans and Russia, India and China. We have a plan global economy? North-Americans are consuming less. for 2016, when we believe that the glo- ROBERT LLOYD: I believe that the However, despite this, networks have bal economy will be normalized, and we Brazilian economy has been impac- never been such a relevant subject. The also believe that, at that time, Brazil will ted by the slow rate of growth in the Internet has been helping, for exam- continue growing somewhere between global market, in particular the drop ple, consumers to deal with market 4% and 5% per year. in consumption from the Europeans. challenges, and we see the adoption However, on the other hand, this is of cloud computing as a strategy to CLM: The lack of qualified ICT la- one of the causes for the investments reduce costs. In the entertainment bor is one of the challenges in Brazil. made in its domestic industrialization, market, we believe in the video seg- What is Cisco’s strategy in this area? and the reason for Brazil’s growth over ment and, we definitely have an eye ROBERT LLOYD: There two points the last decade. on the telecommunications sector, to this question; first of all, we work There is no doubt that Brazil plays seeing great opportunities in mobili- with the academies that initiate young an important role and that it is one ty. Despite the crisis, people want to people in technology. One thing that of Cisco’s focus of long-term invest- consume technology, and this is an has been very successful, and that ments. We have plans for local manu- advantage for Cisco, because we find already includes over 30,000 students facturing, for investments in innova- ourselves in a good position. As soon is the NetAcademy program. I also tion, and two major events over the as the crisis is controlled, we will be believe that we will have to intensify next few years. My expectation is that, ready to meet the demand in strategic the work with our training partners and on average, we will grow twice as fast areas, such as datacenters, mobility, our partnerships with universities in in Brazil than in any other economy. collaboration and video, and focus order to have increasingly more people on the sale of solutions. inserted in the trainee programs. I CLM: What are the company’s would like to continue hiring these challenges in face of the global eco- CLM: Can emerging economies more qualified individuals, because it nomic crisis, which has particularly guarantee that company growth will is important to have younger talents affected European countries? be maintained in the short and me- in the company. ROBERT LLOYD: Europe is a major dium terms? challenge, because its governments ROBERT LLOYD: We are making the- CLM: What are Cisco’s main ver- are having trouble dealing with the se investments because there is no better ticals in Brazil? economic crisis. This is the first point. opportunity than in emerging countries. ROBERT LLOYD: Government is The second point is that confidence in Brazil has 200 million people and a ma- one of the growing segments, and we 30
    • want to do more business with them, operates with Sky, in the Sky Go service, that the operators have to reach theespecially with the Federal Gover- where people access the subscribed TV most distant cities. So, I don’t believenment because only investments in service through their smartphones. This is in a lack of structure, but I think thatICT will help to leverage the country’s the kind of service we can to build with globally, we are all headed in the sameproductivity. We are also focused on NDS’ solutions, delivering entertain- direction.the telecommunications sector, industry ment on any device.in general, finances, the areas of health, CLM: Regarding its competitors inoil, and public services; but mainly retail, CLM: Fixed broadband is still a the marketing of mobility solutions,since it is a market that presents great problem in Brazil, but the country datacenters, networks and collabo-business opportunities for Cisco. We are has plans to expand the service, the ration, how is Cisco doing?also beginning to work with partners to PNBL. What are Cisco’s thoughts ROBERT LLOYD: The The marketprovide connectivity built-in solutions and regarding this expansion? is very good. We are the leaders in thearchitecture for small and medium- ROBERT LLOYD: I believe that datacenter segment. In terms of blade-sized businesses, something that I broadband is one of the mbelieve servers we hold 15.2% of the market share.particularly believe to be a great bu- that broadband is one of the main In the US, we are the second largest player,siness opportunity. values that we can deliver to people; with a market share of 22%. IBM is third, it is more than a telephone and electric with 10%. We are also leaders in mobility, CLM: In the area of telecommu- power. We have to work with regula- delivering core packages, and we also leadnications, has 4G been one of those tors, encourage the market with good the ISP Wi-Fi market. These are the areasbusiness opportunities? practices, and deliver the experience that are growing faster. ROBERT LLOYD: Mobility is an regardless of the location. However, I believe that we need to improve on certain points, such as making UCS6 “I believe that we will see a fast expansion technology more accessible; and, weof broadband services” are already working on it. We also need to do more in terms of collaborations, des-—ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT pite having better technology, we needarea of major investments for Cisco we understand the physical difficulties to study our competitor’s position in thisand we may provide core packages that hinder this access. This is what is segment, Microsoft’s Link, and increaseso that the mobile service providers taking place in Australia and Canada, for sales of safety solutions, because Cis-are able to monetize investments in example. co stands out in the market for delive-infrastructure and make money with We have developed projects that allow ring architecture, not only solutions,content. us to state that it is possible to build a which provides an opening for tablets, broadband infrastructure capable of smartphones, iPhones, iPads, etc. CLM: What is Cisco’s position re- promoting an actual change. I believegarding video delivery? that there is still a lot of work to be CLM: Which areas provide greater ROBERT LLOYD: In the video done, including the expansion of bro- growth and business opportunitiessegment we hold an excellent posi- adband to remote locations. Certain in the future?tion in the set-top-box market, with companies are working with this in ROBERT LLOYD: Software, cloud,local manufacturing and investments distant communities in Europe, which services and new alliances, which willmade in Brazil. The acquisition of the will be common over the next few ye- allow us to expand the business andNDS Group was also a milestone for ars, where we will see a fast expansion. take a step forward. I believe that, inthe company, and I consider it one of Each government in the world has the future, we will extract higher valuethe most successful acquisitions we its practices and policies for the ex- from network applications. The smartmade this year. The solution allows for pansion of the service, so we cannot networks are already a part of our re-the delivery of video content through compare the pace in the United States ality. Cisco is developing alliances insubscriptions to the consumers’ ho- with the pace in Brazil. I think that order to create new services, whichmes, and also for such content to be Brazil’s plan, the PNBL, follows the will allow us to be more competitive,replicated to mobile devices. characteristics of local telecommu- when we deliver and explore the power In the United Kingdom, NDS already nications, and with the possibility of smart networks. • 31
    • 1 BUSINESS ACTUAL COOPERATION Cisco shares its strategy with partners in order to lead in unified communicationsV ideo collaboration has sped clients,” he said. up Cisco’s strategy in UC According to Carolina Morawetz, Cisco (Unified Communication) Latin America’s marketing manager for segment, so much so that collaboration solutions, support materials during an online training program for are already available with all messages and in videos, the rate is of 1 to 7. It is partners in October, executives linked focused on the market trends, such as a billion dollar market for Brazil,” he to the manufacturer transferred to partners the convenience and importance BYOD and the use of video. Cisco is the leader in the collaboration affirmed Brazil,” he affirmed. • of increasing sales in the segmentnt. and unified communications segment Cleber Giorgetti, collaboration for major companies, and is currently business development manager for increasing its performance with medium-sized businesses, highlights specific products for small and the “Business Edition 6000” solution medium-sized businesses and has for companies with up to 1,000 users. been obtaining good results in Latin “The solution integrates telephony, America. voicemail, chat, contact center and In Brazil alone, it holds 32% of the videoconferencing, centralizes the video business market share and is the operation and management of the UC leader in the continent, according entire platform on a single server. Thus, to executives. Ricardo Ogata, partners can provide medium-sized collaboration business manager, presented companies with a complete solution the advantages of the Cisco solution that is easy to install and manage that regarding its competitors. “Cisco better meets this market’s needs”. provides an end-to-end solution, The company’s strategy, according which runs on any operational system, “The partners’ sales to Hugo Palma, Cisco Brazil’s providing the best experience for the collaboration partner development corporate end user,” he declared. teams will be required manager, is to occupy each workspace. He affirmed that this is the right to use marketing and He emphasizes the importance of moment to increase the company’s and its mobility resources in training the partners’ sales teams, partners’ revenues. “We are talking about order to demonstrate the “they will be required to use marketing one of Cisco’s main businesses; every solutions to the clients” and mobility resources in order to US$ 1 sold in collaboration results in — HUGO PALMA, FROM CISCO demonstrate the solutions to the US$ 3 in infrastructure and services; 32
    • 1 BUSINESSTELEMEDICINEIMPROVES AND STRENGTHENSHEALTH SERVICES Technology democratizes service and speeds up processesD uring an event promoted search of specialized service. by Solutione, an exclusive Cisco also is on favor of the use of Global Med distributor in Cisco also defends the use of wireless Brazil and a Cisco partner, networks (Wi-Fi) as basic infrastructure the three companies discussed – and in health services in order to improve provided practical examples – the patient flow in Emergency Rooms for application of telemedicine in Brazil example, and in the event of a demand and in the world, emphasizing the for constant patient surveillance. “The manner in which ICT solutions are patient is monitored while he/she is in contributing strongly to improve the the Emergency Room. This way we quality of health servicess. are able to identify the bottlenecks,” One of the event’s goals was so he explained. that participants, mainly health According to Gottberg, there are professionals, could experiment with projects in which Cisco was able to the technologies and learn how they reduce the average time between the actually work. arrival and dismissal of a patient in Heitor Gottberg, Cisco’s executive in the Emergency Room by up to 50%. charge of health services, pointed out “We were also able to transfer ICU that while in other segments the main patients to the ward by using Wi-Fi premise is cost reduction, in health we monitoring,” he added. are talking about efficiently increasing Heitor Gottberg, from Cisco: the lack access to health services. In order to No more barriers of specialized medical doctors can do so, one growing challenge is people By means of a videoconference be mitigated by means of remote services management or more precisely, the carrieBy means of a videoconference lack of professionals. “A common held during the event, the Trauma opinion among professionals refers to Telemedicine Director at Ryder in 2011, suffered trauma to her cervical the lack of expert physicians to meet Trauma Center, in Miami, Dr. spine. the present demand,” he pointed out. Antônio Carlos Marttos Jr., a “She was sent to the hospital and In order to specifically mitigate this medical doctor from São Paulo and the doctor conducted a CT scan difficulty, the telemedicine solutions one of the pioneers in telemedicine using a tablet that was connected are becoming more popular. The in the world, reported that among to a Hospital in São Paulo, with the assistance of a back specialist,”6 The main goal of telemedicine is to facilitate access and Marttos added. “She was releasedincrease the problem-solving capacity of health services the following day and was awarded the national team’s MVP in the technology’s main goal is to provide the cases of telemedicine services he Olympic Games”, he said, stating that efficient access in order to allow the had the case of the Brazilian women’s telemedicine is also a technology that physician to avoid the transfer of the volleyball player, Jackeline, who during can be transported easily to disaster patient to another hospital in the the Guadalajara Pan American Games, areas.• 34
    • Cisco Partner Summit 2012Melhor Parceiro para o Setor Público
    • 1 CLIENT’S VOICE SICOOB TRENTOCREDI REPLACES ANALOG TELEPHONES WITH THE CISCO/INTELBRAS PLATFORM A credit co-operative from the State of Santa Catarina has just installed 60 IP extensions and has plans to increase the use of the new features made available by the systemS icoob Trentocredi, a credit complete portfolio together with other co-operative associated with Intelbras products. the National Sicoob, with With direct operations in seven headquarters in Nova Trento in cities and providing service for a Santa Catarina, is one of the solution’s total of 12 cities in the State of Santa first clients created by the Cisco- Catarina, Trentocredi has replaced its Intelbras partnership announced in analog telephones with the IP platform. February/2012. The co-operative Rosiane Constante, IT manager at replaced its entire telephony system and Sicoob Trentocredi, explained that already has plans to intensify the use of the co-operative is still in a transitional video solutions between its branches, stage from one environment to the other which is only waiting for an increase in and that it has already been possible to the capacity of data communication observe that the migration is occurring links. smoothly with the concurrent use of The partnership between Cisco and both analog and IP environments. The Intelbras has the purpose of meeting idea, according to her, is to conclude the the growing Unified Communication migration right after the implementation (UC) and IP Telephony markets in Brazil of 4 Mbps fiber optic links in all “Emphasis to the features and particularly, stimulate small and Trentocredi’s facilities. of the new system, such medium-sized businesses (SMBs) to In order to compose the implemented as the reduction on the exchange their old telephone centrals solution, the Intelbras CIP60300 for systems that meet the current platform was adopted, which is based number of telephone communication needs. The agreement on the Cisco BE3000, a UC platform lines, extension-to- includes the adaptation of the newly for companies with up to 300 users, extension calls; call released Cisco Unified Communications together with telephones and gateways transfers, calls on hold Manager Business Edition 3000 (BE from Intelbras, which is responsible for 3000) to the Brazilian market, and for the project. and conference calls” certain Intelbras IP telephones and The users now have the TIP-100 IP — ROSIANE CONSTANTE, FROM SICOOB TRENTOCREDI gateways forming a broader and more telephone on their desks, considered 36
    • investments in infrastructure. With the availability of the new links, the IT manager informed that Trentocredi plans on reducing phone lines, besides using a series of features provided by the new environment, which include not only the extension- to-extension dialing in order to speak to branches in other cities, but also video communications, the user’s unique contact number, integration to smartphones, mobility, Instant Messaging, hoping to achieve a significant reduction in costs with the complete system.Sicoob Trentocredi has replaced its entire conventional telephony system with a “We are only in the beginning of thisunified communications platform Unified Communication journey, but we are already seeing its benefits, and wethe most cost effective in Brazil and devices with the UC . are able to see a much more collaborativethat had its system modified in order Rosiane stated that the new solution environment between users and between theto operate with the BE 3000, in the TIP- permits the connection of the IP users and our clients, speeding up our100S version. Intelbras ATAs were also telephone to a local area network business and increasing productivity,used, allowing the connection of analog (LAN), an Intelbras proposal to reduce putting us ahead of our competitors,” concluded Rosiane. • 37
    • 1 CLIENT’S VOICE PALMEIRAS ADOPTS IP NETWORK Data, voice, multimedia, security and video surveillance to be interconnected by an infrastructure installed in both new towers at the soccer club Cisco and Auriga executives sign an agreement with the Palmeiras boardT he Sociedade Esportiva communications technology for both provided with support for the Power Palmeiras soccer club is about buildings, which must communicate and Over Ethernet (PoE). to inaugurate two new towers interoperate with the “Palestra” Arena, The installation of the 2500 line with a new communications after the work is concluded,” affirmed of controllers and the 1042N LAP infrastructure. The project was Erivaldo Vidal, Auriga Business Director. Access Point is planned for the wireless developed by Auriga Tecnologia & According to him, the pre-project, infrastructure. The Wi-Fi network Negócios – a Cisco partner, the team approved by the Club’s Board, will be open at the administrative area opted for standardizing its cable and foresaw the use of Cisco technology, and the sports courts, with restricted Wi-Fi infrastructure and its security and and the initiative of expanding it to access for employees and support telephony systems. both towers that will be used by teams – including visitors – involved Both new towers of the soccer team the administration offices, leisure in tournaments, besides the press. will Both new towers will house multi- and amateur sports, was a natural The project also included Cisco’s purpose sports courts, fitness centers, decision. With an infrastructure for IP Telephony, which will be available, administration offices, stores, snack LAN connections, Catalyst 4500 after its conclusion, to over 350 Club bars and restaurants. “Our project core switches and Catalyst 2960 employees. At first, the system will be scope included the definition of the edge switches will be adopted, all connected to the legacy environment, 38
    • but the expectation is that approximately security,” explained Júlio Divietro, Project security staff. Concluding the season of250 extensions will be entirely changed Manager at Auriga. innovation, Palmeiras’ board has alsoto an IP environment. In order to control the access of invested in a DMS (Digital Media Suite) During the first stage, the installation of devices and users to the cable and Wi- solution, directed to the distribution of60 7900 IP telephones are planned, with Fi connections, the Cisco ISE (Identity multimedia content over the network.an onboard PABX IP integrated with the Services Engine) solution was The project foresees the purchase ofCisco 2900 Series router, connected to purchased; and in order to complete 45 multimedia terminals (digital mediathe CISCO Communications Manager the solution, Palmeiras purchased players), besides the content managementExpress System. 150 2600 IP cameras, which will be center and 45 monitors. installed in the administrative areas “Our main goal is to have a convergingSecurity and the sports courts, for real time network infrastructure that can be The new network will also integrate monitoring and recording,” explained integrated to the solutions to be adopted the Club’s video surveillance system. This Júlio Divietro, when he mentioned that in the Arena and that will also be ready package includes the Cisco ASA 5500 this camera infrastructure, along with to support new voice services, as well asAccess Firewall with integrated IPS the central monitoring’s storage, were video and image services,” concluded (Intrusion Prevention System) modules. designed for the monitoring of Palmeiras’ Leandro Silva, IT coordinator of“This solution is directed to perimeter assets and will be operated by the Club’s Palmeiras. • 39
    • 1 CONNECTIVITY THE CONSUMER: THE MAIN VAREJO” (RETAIL) 2.0 USER Changes in shopping habits demand that retailers be creative by investing in robust network and interactive solutions, in order to improve the consumer’s shopping experienceW ithout doubt, consumers level of information at the physical pay for their purchases a without the are more demanding and stores, which demonstrates the movement of goods. At the store’s aware of what they want need to provide retailer with new coffee shop, the user also has access to when they are looking technologies, according to the survey a Wi-Fi connection, which facilitatesfor a product: competent service, conducted by Cisco. the search for information. Anotherquality, and competitive prices. A According to the study, the example is C&A, which has alsocombination that is successful over combination of both worlds is invested in Wi-Fi networks, includingthe Internet, a medium that adds the major secret for success. The the POS in order improving consumerconvenience to the shopping process. study indicates that the traditional experience that also allowed majorA survey conducted by Cisco store advantages – the trying out innovations in its relationship withconfirms that the Internet combined of products, when combined with the consumer at the POS, such as thewith physical stores is not only here interactive resources, such as digital C&A Fashion Like project (which mayto stay, but has also changed the way displays, videos, network and Wi- be seen in detail in the video at http://people are shopping and is increasing Fi technologies, may increase youtu.be/K4qdNb6FvGY), where thethe level of demands from consumers revenues. “Consumers expect to clothes hangers are connected toused to the cyber world; . find the Internet experience at the the Wi-Fi network and calculate the Something that requires strategic stores and the store experience over number of “Likes” that the clothesand structural changes from the Internet,” declared Dick Cantwell, receive through Facebook.retailers, starting with investments Vice President of Cisco Internet Certain Cisco partners, such asin interactive technologies. Used to Business Solutions Group (IBSG). Itautec, Intermec and IBM, integratesearching for information on products, solutions to present interactivitywhich they intend to purchase, on Self check-out projects to retailers; initiativesblogs, specialized forums, social In Brazil, the Pão de Açúcar retail that depend on the expansion ofnetworks, videos and even the chain has already improved end network capacities, especially Wi-opinion from family members, consumer experience with Cisco’s Fi, to support the increasing numberfriends and other consumers, the “self check-out” solution, which of users and the variety of mobile2.0 consumers do not find the same allows consumers to conclude and devices. 40
    • “Consumers wish to shop anywhere,at any time and using any device,”Lindsay Parker emphasized, Cisco’sretail global director. One requirementmet by Wi-Fi networks, especiallyfree connections, which has hadits efficiency proven by means ofanother study conducted by Ciscoand presented during the 2012Futurecom,: approximately 45% ofthe consumers accept advertising ontheir mobile devices in exchange for Remote management service for physical security promises to assist security and IT teams in the implementation of videos on a large scalefree access to the Internet. They feelthat Wi-Fi must be adopted by storesto improve user experience.Innovation To Cisco, combining marketing strategies to technology can increase sales, including these markets. Thus, the manufacturer has been investing in a portfolio of retail solutions, such as CFTV or Physical Security systems, which allow the analysis of consumer behavior and create business strategies, such as the replacement CFTV or Physical Security systems allow the analysis of consumer behavior and of products in the store. create business strategies “The utility of video systems goes beyond the traditional use of an extension of “medianet”, with Mobile Experiences will also be one surveillance cameras. Executives are remote management services for of Cisco’s next releases to allow the more aware of the importance of physical security, which is designed extension of Wi-Fi and will deliver using analytical tools in business,” to help security and IT teams in the a customized tool, which improves explained Amri Tarsis, Cisco’s implementation of videos on a large the user’s experience with real Business Development Manager for scale, with robust support, network time communication. The solution Latin America. intelligence, scalability and simple integrates content and may result in The new IP cameras (6000 series), management. the increase of sales opportunities the management system (VSM7.0), the UCS cloud applications, In the Wi-Fi area, the Connected for retail executives.•“medianet” technologies and the remote management of services and of 6 NATURAL RETAIL FAIR (NFR) advanced services are also noteworthy recent releases. These products were With the goal of showing the new technologies to this segment, Cisco will demonstrated in August, at the AISIS participate, in January/2013, of the “NRF Expo NY (Natural Retail Fair)”, fair, in New Jersey (USA). introducing strategies that include tools for mobile devices, items purchased The VSM 7.0, for instance, is the check-out, networks, interactive channels, videos, among others. The event industry’s first certified solution will take place in New York (NY), between January 13 and 16 of 2013, designed to include cloud environment and the registration and information are available at http://events.nrf.com/ systems in the Cisco UCS – Unified annual2013/.. Computing System. The new line is integrated with IP cameras and is 41
    • 1 CONNECTIVITY AT THE HOME OF AN INTEGRATOR, THE PRODUCTS ARE TOP OF LINE A shoemaker’s son must business routines simpler and how Comstor and never go barefoot. The this reflects on the sale of Cisco Dimension Data tell saying the orients the most products. rudimentary commercial With the recent adoption of the us how their use of relationships is also put into UCS solution for datacenters and the Cisco solutions have practice in the ICT market. Comstor, migration of the traditional telephony belonging to the Westcon Group system to IP telephony in certain improved their and Dimension Data are examples countries like Brazil, Mexico and the internal business of the advantages of testing Cisco United States, Comstor has improved products in operation in the heat IT and Telecom communications, and have reflected of business. Both companies use but it still intends to improve the in easier sales, unified communication solutions infrastructure already installed at the – including messaging platforms, datacenter, located in Rio de Janeiro, besides improving IP Telephony, telepre s ence, and migrate the entire content to a employee routines video surveillance and UCS (for datacenters), and comment that the private cloud environment. “The UCS has already impacted adoption of these tools have made our datacenter, by increasing 42
    • processing memory in the virtualized connected, especially in the Americas Virtual meetings environment, the route to the private (which represent our day to day Irazabal highlights the corporate cloud,” said Andrés Irazabal, Westcon activities). These solutions provide solutions used by Comstor, such asGroup’s Technology Director for Latin benefits, such as the reduction of costs WebEx, Jabber and the telephonyAmerica, when he mentioned that the with trips and better productivity,” system. “We have been using WebEx next step will be the management of said Ana Cerqueira. for several years, and I consider the employee mobile devices so as to She adds that the solutions are solution to be a communications enhance the BYOD practice in the transparent because they provide facilitator, because we participate in company. communications regardless of meetings with up to 20 people from On the other hand, Dimension Data location. “My notebook, for example, all around the world, and the tool has been using Cisco solutions since is an end-point, because through it I permits the sharing of content during2005 in the areas of videoconferencing, have access to every company video the conference,” Irazabal pondered. telepresence and IP Telephony. “We room and I can make video calls to In terms of IP telephony, he saidwere the first company in Brazil to employees from various locations,” that the migration took place recently. use telepresence, also providing part she explained. “The deactivated system was over 10 of the installation to Cisco,” affirmed Regarding the IP Telephony years old and was already presentingAna Cerqueira, Dimension Data’s system, AnaRegarding the IP defects. So, we migrated to the new Sales Director. Telephony system, Ana stated that system,” he said while presenting She confirms that mobility has made all branches are equipped with Cisco results such as extension mobility.work more dynamic. “Productivity, terminals, which speed up internal “We are now ready to enable remote in my opinion, is one of the main communications. mobility,” he stateded. benefits. With the solutions, we save One of Jabber’s benefits, in the time and have a better quality of life, manager’s opinion, is its instant because instead of sitting in traffic messaging and videoconference for two hours during our commute capabilities between users. “Jabber is to the office, we can start off our day a safe tool, with corporate video and at home, since our mobile devices are instant messaging. As the company connected to the company’s network employees are registered, it facilitates and allows us to conduct video calls communications a lot,” he added. and meetings,” affirmed the sales The system allows you to know director. whether or not people are near their In her opinion, this convenience can computers, telephone or in any be translated into quality of life. “I WebEx session, a convenience that make better use of my time better, has sped up communications at thewhich would usually be wasted in Westcon Group, especially between traffic, by doing something for me. sectors. So, I have more flexibility,” she added. “When we know the solution The entire Dimension Data internal and have it implemented it in our net work and communication business selling becomes much solutions are based on Cisco tools and easier. Our organization has a broad equipment, with special emphasis to client and reseller base, and bringing telepresence and videoconferencing “With these solutions, we Cisco’s technological message considered fundamental for the save time and improve to them is much easier because company’s business nowadays. these technologies facilitate our our quality of life”“We u s e telepre s ence and communications,” explained Irazabal. — ANA CERQUEIRA, FROMvideoconferencing a lot, because all DIMENSION DATA According to him, the company company facilities in the world are has learned from the implementation 43
    • 1 CONECTIVIDADE 6 WHO’S WHO of the solutions. “When we use a surprise and we cannot disclose the solutions and feel comfortable details regarding this action, which The solutions used by each with them, we learn several lessons. will be global,” said Ana Cerqueira. company:After the implementation of the IP Internally, the company’s next step Telephony for example, we learned is to migrate to cloud computing. “As Comstor, Westcon Group more about energy management the market structures itself, our next • WebEx and this allowed us to understand stop will be to invest in applications, • Jabber small details and possible traps,” he systems and cloud operations; thus, • IP Telephony emphasized. we acquired Opsource from the • UCS In terms of the relationship with US, and we rely on the entire Cisco Cisco, Ana affirmed that Dimension equipment and solutions.” Dimension Data Data is one of its major global partners. According to Irazabal, Comstor has • Switching and router“We entered the Cisco universe over 20 already made progress towards cloud • Videoconference years ago and our relationship is global, computing. “We use UCS and have 45 • Telepresence present in 54 countries.” virtual servers at our datacenter, which • IP Telephony The company markets the entire is located in Rio de Janeiro. Despite • WebEx Cisco infrastructure, including being at an initial stage, using the basic networks, telephony, video, security, level of the UCS line, our intent is to data center, and other services. “We assemble a datacenter structure and hold all certifications required to we want all servers to be connected adopting a private cloud.” provide projects and services, and to the storage by using Cisco’s Nexus Among the new projects, Comstor our sales team works with pre-sales technology, because we will be intends to invest in BYODs (Bring support, which is formed by engineers Your Own Device) and manage mobile specialized by each of the Cisco fronts devices inside the company. “Mobility is and equipment,” she emphasized. also our focus. We already have users that Westcon Group’s technology connect to the company’s Wi-Fi network director for Latin America summarizes with the Jabber solution, but we still need the company’s relationship with Cisco to support devices from employees in a few words: “it is a relationship that (manage BYOD) and receive remote will last forever.” calls at our extension,” he stated. A partnership that, according to Regarding the good results and him, was kicked off in Brazil in 2008, the consequences of the partnership, when the Westcon Group assumed the the sales director affirmed, “Dimension distribution and became consolidated Data is the Commercial leader in the in the country with the Comstor Brazilian market, along with Cisco, and we business unit, whose main business were awarded, for the third consecutive is as distributor, with exclusive focus year for our results in this market. Our on Cisco solutions and supplementary partnership has evolved immensely products from other suppliers. inside the companies and service providers,” she evaluated. Future Investments “When we know the The company has positive Regarding companies’ future solution and implement it expectations for the 2013 fiscal year, which investments, they will be focused has already started. “There is a mutual on datacenters and cloud services. in our business it becomes investment so that during this fiscal“Dimension Data and Cisco already much easier to sell” year business can increase. Our challenge have a partnership plan regarding — ANDRÉS IRAZABAL, FROM is to keep this leadership regarding the cloud computing; however, it is still WESTCON GROUP Commercial segment,” he concluded • 44
    • 1 INFRASTRUCTURE THE FUTURE IS HERE Cisco participates actively in the 2012 Futurecom presenting solutions, discussing trends and announcing partnershipsD uring the 14th Futurecom in high-definition IPTV services, which microphone, camera, video monitors, October, held for the first time include a built-in digital video recorder keyboard, among others), besides in the city of Rio de Janeiro, (DVR), with a 500 GB HD so that the videoconferencing. Cisco’s presence was strong, clients can pause live TV broadcasts, In order to build the solution, not only because of its huge stand and watch and record multiple shows Cisco established alliances with local in lectures, as well as making clear its simultaneously. companies that develop applications, commitment with telecommunications “This project is the first of its pedagogic content providers and in Brazil thanks to the alliances and solutions demonstrated at the various partners’ stands. 6 The survey demonstrated that 30% of fixed broadband clients Telefônica and Vivo, for example, do not know whether their providers allow free access in public announced their choice for the Cisco locations, but consider its availability essemtial set-top box, the ISB 7100 Series, for the new Vivo TV Fibra service, kind in the IPTV segment in Brazil, other devices connected to the Edge. which delivers paid TV to the service providing the market with a high level Software developed by MSTech and provider’s fiber optics clients. The of innovation and quality as result Metasys, digital blackboards, projectors technological platform allows advanced of a successful initiative between and Smart, Promethean and E-beam Vivo and Cisco,” said Cisco Brazil’s (Luidia) cameras were also included. business director, Hugo Baeta. “It will Other alliances must be developed in represent the beginning of a new era in these school management areas and TV experience for the Brazilian users,” teaching-learning management systems. he concluded. “We hope that the Digital Classroom will create a teaching and learning Education environment that surpasses the Education is another sector physical boundary of the school, supported by Cisco Brazil. The improving access and the selection company introduced, at its stand, an of the pedagogical content with a integrated connectivity, collaboration, collaborative learning platform to computing and content management improve the interaction between solution based on a single device. The teachers and students,” said Ricardo idea is to provide teachers and students Santos, who is responsible for the access and means to share knowledge development of Cisco’s educational in and out of school. vertical. “Specialized remote teachers “Half of the consumers The Digital Classroom, as the may provide additional knowledge in are interest in accessing solution is called, is fully enabled certain subjects in real time or pre- the web inside stores, by the Cisco Edge 300, a device recorded web-conferences, among which may improve installed in the classroom with a other applications.” their shopping connection to the Wi-Fi network, Cisco formed partnerships with LAN connectivity, Bluetooth, educational institutions – such as Senac experiencece” interactive digital blackboard control, São Paulo – to explore the practical use — LUIZ LIMA, FROM CISCO audio/video resources (speakers, of Edge applications in the classroom. 46
    • Other partnerships must continue to but the adoption implies in a culturalbe created in order to enhance the change for the IT managers.use of the technology and improve “The managers were previously usedthe quality of teaching and learning to creating solutions, but nowadays,process. with mobile devices and the corporate “The main challenge in teaching market, new practices emerge suchnowadays is quality,” emphasized the as BYOD, and the clients requestPresident of Cisco Brazil, Rodrigo applications,” affirmed Ehalt, statingAbreu, during a panel that discussed that the change requires a new visionthe subject. “The good news is that of the business. “Managers need totechnology may help solve this adjust to change, and the best way toproblem.” take advantage of this is by creating “The main challenge opportunities and taking part in theWi-Fi in teaching nowadays decision-making process.” Also during the 2012 Futurecom, Cisco engineering director considersRodrigo Abreu presented, together is quality” that there is no doubt that cloudwith Cisco’s operational strategy — RODRIGO ABREU, PRESIDENT computing is strategic to the cost OF CISCO DO BRASILdirector, Luiz Lima, the “What do reduction and processes optimizationconsumers expect from Wi-Fi?” survey. of IT, despite the fact that the migrationThe study demonstrated the increase in libraries, movie theaters, banks and large taking place in Brazil is quite slow. “Indemand for wireless services, deemed retailers was pointed out by the users as a survey conducted by Cisco earlyas strategic to the business of the local another negative point for the service this year with IT managers from 13operators and concluded that wireless providers. “Nearly 50% wish to access countries, we found that 5% of thenetworks are considered to be better the web inside of stores, which may companies have more than 50% ofthan mobile networks. improve their shopping experience,” their services in cloud computing. Nearly 75% of the users considered affirmed Lima. Although in Brazil this trend is smaller,speed as the best benefit; followed by the adoption is growing.”safety (55%); coverage (35%); and low Cloud Ehalt, however, alerted that althoughcost (25%). The negative point was The cloud computing subject was the solutions are strategic, the user’sthe lack of new resources, such as also discussed by Cisco during a panel experience must be a priority. “Qualitymigration to 3G. at the 2012 Futurecom. Marcelo Ehalt, should not only be in the architecture, The survey also demonstrated that the company’s engineering director, safety and network, because there is no30% of the fixed broadband clients affirmed that cloud computing should use in providing a solution that is harddo not know whether their providers be a part of the companies’ strategy, to manage,” the executive concluded.allow free access in public locations,but consider its availability essential. •Many stated that they would changeservice providers, if the competitor 6 WI-FI GOOD IMAGEoffered free hotspots.t. “Brazil is a market that has developed The main positive points of the Wi-Fi technology:a good telecom infrastructure overthe last decade, but has a low Wi-Fi 75% of the users attribute speed as the best benefitpenetration, for it only holds 0.5% outof the 777,000 hotspots in the world,” 55% sees safety as the differentialexplained Cisco Brazil’s President.“Operators should integrate the service 35 % indicates coverageas an essential part of their portfolio, inview of the increase in demand.” 25% the low cost The lack of connectivity in churches, 47
    • 1 INFRASTRUCTURE ALLIANCES, THE FOUNDATIONS OF GOOD PRACTICES During a visit is experiencing, and pointed out the importance of strategic partnerships inside to Brazil, Cisco the channel program. marketing leaders CISCO LIVE MAGAZINE: Has Brazil explain why the been generating new opportunities for Cisco? company values PATRICE D’ERAMO: Brazil has been its business growing and we are seriously committed to investing and making choices, in partners so much particular with partners, because we consider the country as a place that isI n an interview to Live Magazine going through a transformation, which during Futurecom 2012, Cisco’s has traced a path beyond sporting “Alliances help in global marketing leaders, Patrice events. capturing opportunities, D’Eramo and Javier Camacho, who JAVIER CAMACHO: I believe that operate intensely in Latin America, the greatest transformation in Brazil help growth and provide talked about the importance of has been its economic transformation. support for our clients” technology for the consolidation of Over the last ten years we have been — JAVIER CAMACHO, MARKETING new business in Brazil, and assessed the watching the growth of the middle OFFICER OF CISCO LATIN AMERICA good moment that the local economy class, which generates new business opportunities, in particular with the CLM: What is the relationship between government that needs to meet these “new marketing and the channel areas like? citizens” needs with intelligent services CAMACHO: The channel area is in the educational and health segments. essential for Cisco because it always Technology, in this sense, optimizes and keeps an eye on the market and works improves productivity. We have the tools in partnerships. Our success depends and we want to invest in partnerships with on the success of our partners and here the government, companies and different at Futurecom we are talking to some of organizations to carry Brazil to the next them in order to create a strategy capable level of the technological experience. of supporting Brazil’s growth, which is translated into vertical programs. We CLM: Which were Cisco main also want to stay close to the market investments in Brazil? to provide solutions that exceed the D’ERAMO: We have invested in clients’ expectations. Thus, the channel area different ways over the past few years, is strategic and, from a marketing point of “Our strategy is to such as new partnerships, the innovation view, it helps in capturing opportunities. allow technology to center and the manufacturing of our operate in a manner that main products locally; and we will D’ERAMO: From my American continue with our investments. and global perspective, the work done transforms business” I can affirm that we care for our in Brazil, in the business and government — PATRICE D’ERAMO, MARKETING relationship with Brazil and that we areas, may be a reference not only to the VICE-PRESIDENT OF CISCO AMERICAS have great plans for the country. internal market, but to the world; and this is part of the relationship. • 48
    • FAVORABLE WINDSBRING UCSThe architecture for the datacenter,which integrates networks andstorage, is of high performanceand improves business possibilitiesbetween Cisco and its partnersA s the leader in the datacenter that already have and blade markets; and an knowledge and average of three years of experience with investments in the server datacenters; andarea, Cisco celebrates the achievement the traditionalof being second place in the blade integrators, whichsales market share in the US, third in are looking for partnershipsBrazil and Latin America, according with other leaders, such as cloudto Carlos Gustavo Werner, Datacenter computing.Business Development Director of As an enticement, WernerCisco Brazil. emphasizes, in addition to the The executive attributed the technology, the strength of the brand 6 “We are leaders in thesuccess of the datacenter segment as a relevant item for the integrator. datacenter market andto the good results coming from “The partner gains by absorbing this our goal is to replicate thisthe implementation of the Unified powerful tool and grows in importanceComputing System (UCS) for partners for the client,” he added. experience in the server area,and clients. “We want to expand Another benefit, according to providing an architecture thatthis business. We are the datacenter Regina Kusuhara, Cisco Brazil’s integrates servers, networksleaders and our goal is to replicate this datacenter partner development and storage”performance in the server segment, manager, is the easy communication — CARLOS GUSTAVO WERNER, FROMproviding an architecture that also and relationship with the application CISCOintegrates networks and storage,” and server team. “For the traditionalaffirmed Werner. integrators, who know Cisco as a approach that allows for an improved In order to expand the UCS business network infrastructure provider, there financial control; and we are only atin Brazil, Cisco is searching for two is an opportunity of opening new the beginning,” stated Werner.types of partner profiles: those options, not only in terms of sales, Globally, said Werner, the UCS has but also from becoming closer to the already recorded consistent sales of server and application teams, which over US$ 1 billion a year. “This market6 “Our goal is to create new the traditional partners had no prior is different from Cisco’s traditionaloptions, not only in sales, but also contact.” business and is considered to be one of Additionally, the UCS creates new our potentials in Brazil, not only regardingbecoming closer to the Cisco opportunities with solutions, such technology for the clients and partners,server and application teams” as the recently launched Hana, with but with respect to turnover, which may—REGINA KUSUHARA, FROM CISCO SAP architecture. “The product is well- reach US$ 3 billion over three years,” he positioned, because it provides a new affirmed. • 49
    • 1 SUSTAINABILITY SING TO HELP A CHILD The project gathers executives and entrepreneurs to play music for a social causeE nt repreneur s and Organized by the Association executives from different for the Musical Initiation for sectors met in October, for Low-Income Children (AIM), the third “Quem Canta Ajuda “Quem Canta Ajuda Criança” joins Criança,” a jam session at the “Na voluntary work and music, also Mata Café” in São Paulo, with expanding everyone’s relationship the purpose of raising funds to network, including the participants promote the musical initiation and and guests, emphasized Cisco’s education for low-income children and “JP” exec utive, one of the teenagers. creators of the event. “The project The songs included the Beatles, is also noteworthy for trying to the Rolling Stones and Janis Joplin, fu lfill the dreams of several and also U2, Queen, Pearl Jam and executives, who would not have Adele, even Brazilian hits by Raul the opportunity of playing at a Seixas, Titãs and Paralamas. Over pr ofessional venue with the 25 musicians gathered in five bands infrastructure of a true concert,” • Group of executives from the ICT sector at the that played approximately 30 songs. concluded Fábio Lacaz. “Na Mata Café” 50
    • 1 CONECTIVIDADE A campanha Comstor Express Journey premiará os melhores vendedores das revendas Comstor. 51
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