Cisco Mobile Internet Evolution

Cisco Mobile InternetCisco Mobile Internet
One Network, Any G, Any Screen
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMobility TDM_0810 1NDA Presentation

Mobile Internet Evolution
Shifting Environment
New Business Architecture
Intelligence Driving Profitability
Service Differentiation through Next Gen
M bil N t k A hit tMobile Network Architecture
Cisco IP and Mobility Expert
Cisco - IP and Mobility Expert

Evolution of the Mobile Business
Empowering the UserEmpowering the User
Video
M bil I t tM bil I t t
Voice
SMS/Email
Mobile InternetMobile Internet
LTE/EPC
WiFi/Femto
Mobile Video
Managed B2B M2M
Data AugmentedData Augmented
1xRTT/EVDO
Voice Managed B2B, M2M
Cloud Services
MetroE
Policy
Open Development Env
GPRS/UMTS
SMS-C
PDSN/HA/SGSN/G
GSN
WAP Gateway
VoiceVoice--centriccentric
CDMA
TDMA
GSM Mobile Video
IP E2E
WAP Gateway
IP to the RAN
GSM
T1 / Circuit Switch
IP in the Core
22ndnd WaveWave
33rdrd WaveWave
11stst WaveWave
22 WaveWave
1994 2000 2010

Mobile Communications: Shifting Environment
siness
Operator CompetitorsOperator Competitors
Voice RevenuesVoice Revenues
Walled GardenWalled Garden
OTT CompetitorsOTT Competitors
Multimedia RevenuesMultimedia Revenues
Hosted, OTT, App StoreHosted, OTT, App Store
B2B2C M d lB2B2C M d l
Bu
B2C ModelB2C Model B2B2C ModelB2B2C Model
Entertainment
Traditional ExpertiseTraditional Expertise Mobility / IP ExpertiseMobility / IP ExpertiseMobility / IP ExpertiseMobility / IP Expertise InformationEnd UserEnd User
ExperienceExperience
Collaboration
2G, 3G ...2G, 3G ...
CircuitCircuit
nical
3G, 4G, WiFi, Femto3G, 4G, WiFi, Femto
IPIP IP
Collaboration
Network ServicesNetwork Services
Access FocusAccess Focus
Tech
Cloud ServicesCloud Services
Services FocusServices Focus

Users Demanding More…
Consumers want moreConsumers want more
li d ili d i
Business users demandBusiness users demand
personalized experiencespersonalized experiences greater productivitygreater productivity
experiencesexperiences
Business experiences:Business experiences:Consumer experiences:Consumer experiences: Business experiences:Business experiences:
More collaborationMore collaboration
Better returnsBetter returns
Consumer experiences:Consumer experiences:
More visualMore visual
More socialMore social
Improved mobility/portabilityImproved mobility/portabilityMore personalMore personal

…Driving More and More Traffic
3,600,000 4%4%
5%5%
Mobile VoIPMobile VoIP
8%8%
5%5%
17%17%
Mobile GamingMobile Gaming
Mobile P2PMobile P2P
Mobile Web/DataMobile Web/Data
39x39x
1,800,000
TB/mo
39x39x
T
66%66% Mobile VideoMobile Video
0
2009 2010 2011 2012 2013 2014
2009 2010 2011 2012 2013 2014
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014

Challenge of Shifting Environment
MonetizationMonetization
New revenue streamsNew revenue streams
Traffic
P fit bilitP fit bilitProfitabilityProfitability
OptimizationOptimization
Revenue
Efficient deliveryEfficient delivery
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMobility TDM_0810 7NDA Presentation© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7

Investment in Intelligence: IP Next Gen Mobile Network
CapEx SpendCapEx Spend
Traditional ServicesTraditional Services
80%80%
MobileMobile
InternetInternet
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
~80%~80%
V i &V i & Ed /Ed /
InternetInternet
~20%~20%
Voice &
Messaging
RNC
Voice &Voice &
MsgMsg
RNCRNC
RadioRadio
IP CoreIP Core Data CenterData Center
/ Cloud/ Cloud
Edge /Edge /
EPCEPC
IP RANIP RAN
New $New $
OpportunityOpportunity ==OpportunityOpportunity
Mobile Internet is Profitability EngineMobile Internet is Profitability Engine
Differentiation, new revenues, network optimization, and flexibilityDifferentiation, new revenues, network optimization, and flexibility

Service Provider Advantage: Intelligence
Mobility ControlMobility Control
$$$ Location AwarenessLocation AwarenessDevice AwarenessDevice Awareness $$$
$$$ $$$
ShapeShape
SubscriberSubscriber
Usage VisibilityUsage VisibilityAccess TechnologyAccess Technology
AwarenessAwareness $$$$$$
Session State AwarenessSession State Awareness
$$$

Mobility Requires Ubiquitous Access
2G 3G 4G2G 3G 4G
WiFiWiFi Wireless LAN and Service MeshWireless LAN and Service Mesh
Ethernet LANEthernet LAN Cable/DSLCable/DSL
FemtoFemto CellCell
2G, 3G, 4G2G, 3G, 4G
Ethernet LANEthernet LAN Cable/DSLCable/DSL
OfficeOffice HomeHome Coffee ShopCoffee Shop OutdoorOutdoor On the GoOn the Go
OfficeOffice HomeHome Coffee ShopCoffee Shop OutdoorOutdoor On the GoOn the Go
RadioRadio--independent Partnering to Provide “Any G” coverageindependent Partnering to Provide “Any G” coverage

Ubiquitous Access Architecture Models
Common Core for Seamless ExperienceCommon Core for Seamless Experience
COMMON CORE MODEL
DataData
CenterCenter
VERTICAL MODEL
IP CoreIP Core
PacketPacket
CoreCore
MobileMobile
Vendor 1Vendor 1 Vendor 2Vendor 2 Vendor 3Vendor 3 Vendor 1Vendor 1Vendor 1Vendor 1 Vendor 2Vendor 2 Vendor 3Vendor 3 Vendor 2Vendor 2 Vendor 3Vendor 3
MobileMobile
BackhaulBackhaul
TraditionalTraditional 2G, 3G, 4G2G, 3G, 4G AccessAccessWiFiWiFi,, FemtoFemto

Cisco Next Generation Mobile Network
One Network Any G Any Screen: Intelligent Performance
DataData
CenterCenter
One Network, Any G, Any Screen: Intelligent Performance
C h iC h i
Data Center
Switching
PolicyPolicy
AAAAAA
BillingBilling
WAASWAAS –– MobileMobile
iControliControl
Mobile VideoMobile Video
IP CoreIP Core
ComprehensiveComprehensive
g gg Mobile VideoMobile Video
IP / MPLS / CoreIP / MPLS / Core
Nexus 5000Nexus 5000
UCS
PacketPacket
FlexibleFlexible
2G, 3G, 4G,2G, 3G, 4G, WiFiWiFi//FemtoFemto GatewayGateway
CRSCRS
CoreCore
MobileMobile
Powerful
Performance
Powerful
Performance
, , ,, , , yy
Session Control (Session Control (xCSCFxCSCF, SIP), SIP)
ASR 5000ASR 5000
Vendor 1Vendor 1Vendor 1Vendor 1 Vendor 2Vendor 2 Vendor 3Vendor 3 Vendor 2Vendor 2 Vendor 3Vendor 3
MobileMobile
BackhaulBackhaul
HighlyHighly
PerformancePerformance IP RAN, Edge,IP RAN, Edge,
AggregationAggregation
ASR 9000ASR 900076007600ASR1000ASR1000 MWR 2941MWR 2941
ME 36/3800ME 36/3800
2G, 3G, 4G2G, 3G, 4G AccessAccessWiFiWiFi,, FemtoFemto
g y
Intelligent
g y
Intelligent

Cisco Comprehensive Mobile Architecture
SP Services/Content
Third Party
SP Services/Content Services/Content
Intelligent Management
• Mobility Unified Reporting
• InTracer
• Network Management
Mobile Data Center
IP C
App
OS
App
OS
App
OS
App
OS
Mobile Data Center
• Multimedia Services
(IMS, RCS, M2M)
• Caching, Auth
• Managed Services
• Content Delivery
Mobile Internet
Operations Center
IP Core
Mobile
Intelligent
EPC
Policy & Charging Control
• PCRF
• HLR/HSS
• AAA
• UCS
IP-NGN Packet Core
• Carrier Grade v6
• Intelligent routing
EPC
One Network, Any G, Any Screen
Femtocell Access Points
Evolved Packet Core/MPC
• MME/PGW/SGW
• OGW/FMC
• PCEF/DPI/In-line Svcs
• Intelligence
• Integrated control + IMS
Unified
RAN
Backhaul
MWR 2941Any G RAN WiFiFemto
Femtocell Access Points
WiFi Access Points
g
Unified RAN Backhaul
• IP-RAN with 2G/3G/4G
transport
• CE Backhaul – IP-RAN
Backhaul
Apps
Devices
Apps and Devices
• Cius, Flip Video
• WebEx Connect
• AnyConnect Client
• Traffic offload, caching,
localization
• Cell Site Routing

Comprehensive Cisco Solutions
Delivering Integrated IntelligenceDelivering Integrated Intelligence
Ubiquitous experience Video optimization
New Revenue CreationResource ManagementSubscriber Experience
Cloud service offerings
Location & Presence
Roaming management
Network offload
Mobility Management
Value chain insertion
B2B2C
OSS IMS
IP NGN
OSS
Location Policy
Presence AAA
IMS
InternetIP NGN
Video
Data Center
Cloud
Unifying Consistent Experience Delivery

Survey Question #1
How do you see various components of mobility
architecture being linked together?
– The components should be tightly linked together to maximize
value
– We prefer stand alone appliances from multiple vendors
– We need to understand the value of linking the various
components together
– We want a single vendor for all components no matter what the
value

Cisco Mobilityy
Solutions
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMobility BDM_0110 16NDA Presentation© 2010 Cisco Systems, Inc. All rights reserved. 16

Cisco Unified RAN Backhaul
Any Radio Any Media for Many GenerationsAny Radio, Any Media, for Many Generations
End-to-End Solution from IP and Carrier Ethernet LeaderUnified Management & Cisco Advanced Services
Cell Router Aggregation IP CoreMobile Edge
Flexible, future-proof scalability
Proven performance and reliability Superior Voice Quality, End-to-End QoS
Any Radio, Any Media, Multi-G (2=>3=>4G)
Operational excellence Unified Mgmt, Lower OpEx, Solid SLAs

Cisco Unified RAN Backhaul
Unifies TDM and IP Backhaul for Many Generations
Pre-Agg Aggregation Gateway CoreCell
Unifies TDM and IP Backhaul for Many Generations
User
Devices
RF
Access
Edge Control CoreBackhaul
2G
IP
7600
MWR
2941
7600TDM
3G
76002941
BSC
CRS-1
CRS-3
ASR 1K
MME
SGSN
S/PDN-GW
ASR 5000
4G
RNC
ASR 9000
ASR 1K
HSPA
Residential
Services
V
STB
HNB
ME3400E
Metro/CE
STB

Cisco Evolved Packet Core: Common Core
Across All Access TechnologiesAcross All Access Technologies
WiFi Only solution to
ASR 5000
MME, S4 SGSN, SCM
WiFi,
Femto
Only solution to
integrate 3G &
4G
2.5G,
Evolved PacketEvolved Packet
CoreCore
2.5G,
3G World’s #1
UMTS and
CDMA Operators
ASR 5000
GGSN, S-GW, P-GW,
ePDG, SeGW, PDSN/HA,
ASN GW, HNB-GW,
PCEF/DPI
4G
Ultra-high Performance, Intelligence, Flexibility, Reliability,
and Seamless Evolution to LTE/4G
PCEF/DPI

Cisco EPC Solution
Common Core Across All Access TechnologiesCommon Core Across All Access Technologies
ECS
Stateful
Firewall
Content
Filtering
P2P
Detection
Cisco EPC
2 5G
2G SGSN
PCEF2G/3G/4G
DataData
CenterCenter
2.5G,
3G
3G SGSN
GGSN
PCEF
SGSN
MME/
SGSN
UnifiedUnified InternetInternetIP CoreIP Core
4G
MME
GGSN/
PGW/SGW
UnifiedUnified
RANRAN
InternetInternetIP CoreIP Core
Seamless User ExpSeamless User ExpWiFi,
SGW
ePDG/TTG
/PDIF/HNB
-GW
PGW PCEF
Integration of SGSNIntegration of SGSNThe Only HighThe Only HighFlexibility to provideFlexibility to provide
Integrated DPI and PCEFIntegrated DPI and PCEF
Intelligence enables
Seamless User Exp
through Femto Gateway
and Secure WiFi Access
Seamless User Exp
through Femto Gateway
and Secure WiFi Access
WiFi,
Femto
Integration of SGSN
& MME Reduces Control
Messages/Cost 30%
Integration of SGSN
& MME Reduces Control
Messages/Cost 30%
The Only High
Performance Integrated
2G/3G/4G SGSN
The Only High
Performance Integrated
2G/3G/4G SGSN
Flexibility to provide
Seamless Evolution
to LTE/4G
Flexibility to provide
Seamless Evolution
to LTE/4G
lowers TCO (40% OpEx),
simplifies the network,
and ensures accuracy
lowers TCO (40% OpEx),
simplifies the network,
and ensures accuracy
Intelligence enables
In-line services directly
on the platform

Cisco Policy and Charging Control (PCC)
Enabling a Smarter Pipe for Mobile MonetizationEnabling a Smarter Pipe for Mobile Monetization
Why Policy & Charging Control?
Increase customer base and
revenues with personalized services
AAA
Cisco ASR 5000
CSCF
R
Mobility Unified
Reporting
OCS
OFCS
Transition to a 2-sided, B2B2C
business model
Increase service adoption with
Gx
Ga /
Gy
AAA
SPR
MAP/Diameter
Radius/
Diameter
IMS
Internet
2G
3G
LTE
Rx
PCRF
Increase service adoption with
dynamic, flexible charging models
Address network resource allocation
and management
Cisco ASR 5000
SGSN / MME / SGW
Cisco ASR 5000
GGSN / PCEF / PGW
In-Line Services
Corporate
LTE
WiFi
Femto
Cisco Solution Overview: Cisco Policy and
Charging Control
g g
Operational Savings of 35%-40% versus Competitive Offerings

Mobility Unified Reporting
Analysis for Network Optimization Targeting New Services
Optimize
Network
Analysis for Network Optimization, Targeting New Services
Network
Performance
Target
New
Services
Plan
Infrastructure
Investments
Cisco ASR 5000

Mobile Video • Content Ingestion & Transrating
• Transcoding
• Content Distribution and CachingContentContentContentContent
PCRF
Video App
Virtual
Server
• Content Delivery and Streaming Proxy
• Content Detection and Policy Enforcement
• TCP/HTTP Optimizations
• Dynamic Radio Bearer QoS BW-Aware Transrating
• Application, Session Aware Charging
Usage Statistics/Analytics InputInteractive MobileInteractive Mobile
g
• Ad Insertion
• Content Pacing
• Dynamic Stream Switching
• RAN CDN
ManagementManagement
& Distribution& Distribution
ManagementManagement
& Distribution& Distribution
Content
Acquirer Library
Video App App
OS
App
OS
App
OS
App
OS
Streamer/Cache
Content Management
)
• Usage Statistics/Analytics Input
• Content Pacing
• Dynamic Stream Switching
• WiFi Offload with Flow Mobility
• IuB, IuPS, S1 Offloads
• Payload Compression in the Mobile Backhaul (assist)
• RAN CDN (assist)
Interactive MobileInteractive Mobile
IntelligenceIntelligence
Data Center
DC Switch
Load Balancer
Streamer/
Cache
Transcoder
Fixed Access:
Carrier EthernetAP, STB, FAP
( )
IP CoreMobile Backhaul
ASR5k
InternetInternet
Streamer/
Cache
Streamer/
Cache
(e)NB ASR9k
MWR2941
CRS-1/3ASR9k,
7600
InternetInternet
• Content Distribution and Caching
• VidMonPolicy EnabledPolicy EnabledPolicy EnabledPolicy Enabled
UE
VidMon
• IuB, IuPS, S1 Offloads
• Monitoring and Feedback Instrumentation
• Payload Compression in the Mobile Backhaul
• RAN CDN (assist)
Policy EnabledPolicy Enabled
Flexible BackhaulFlexible Backhaul
Policy EnabledPolicy Enabled
Flexible BackhaulFlexible Backhaul

SP WiFi Network
Complements 3G Network
AAA Captive WCSDHCP Policy Svcs
Complements 3G Network
Portal
Cloud Services, Applications, &
Operations
Mgmt Reporting
Cloud
WLC
Cloud
TR-069
Seamless Mobility/Roaming
I t t d Wi l
CMTS
DSL
Integrated Wireless
Management
Robust Security at Each Step
Internet
Application
PartnersCore
Residential
Managed APSmartphone
Fiber
Data Offload
ASR 5000
TTG/ePDG
IP Services GW
3G Macro Site
AggregationMetro WiFi
RAN
B kh l
SMB Managed AP
Backhaul
UWN
Indoor Hotspot
Stadium / Large Venue
On Premise
Content
UWN
WLC

Cisco Femtocell Solution
World Class Zero Touch
Provisioning
Industry-Leading Mobile Packet
Core Intelligence
State of the Art Femtocell APState of the Art Femtocell AP
Largest Femtocell Deployment
Contact femto-sales-inquiries@cisco.com if your customer is interested in Femto

Voice over LTE
Complete One Voice and CS Fallback One Voice DataComplete One Voice and CS Fallback
IuCS / A
3G
SCC AS
Converged
Services
Platform
One Voice Data
Center
IuCS / A
IuPS / GbSR-VCC UE
HSS
TAS IP-SM-GW RCSSR-VCC
S1 MME
S11
SGi
S6aS3
Cx
SGSN MME
4G
P/I/S CSCFS1-MME
S1-U
S/P-GW
SR-VCC UE
P/I/S-CSCF
Seamless
IMS to CS Mobility
Cost Optimized
Performance
Support for
Messaging, Presence,
RCS
Integrated IMS
& LTE Functions
IMS to CS Mobility Performance RCS& LTE Functions

Cloud and Mobile Services
Cloud ComputingCloud Computing Anywhere DeliveryAnywhere Delivery
Control DeliveryControl DeliveryControl DeliveryControl Delivery
Cloud ComputingCloud Computing
On-demand resources
(infra / apps)
Anywhere DeliveryAnywhere Delivery
Mobilization of Enterprise
Applications
Control DeliveryControl Delivery
from Cloud DCfrom Cloud DC
to Endto End--PointsPoints
Control DeliveryControl Delivery
from Cloud DCfrom Cloud DC
to Endto End--PointsPoints
Consumption across
public / private networks
Unified Communications
R i t
Requirements on cost
efficiency, performance,
security availability
Requirements on
usability, ubiquity,
security, performance
security, availability
Markets are growing quickly. Everything is impacted:
User experiences, business models, architectures, products, technologies

Unified Service Delivery
Best of Breed End-to-End SolutionBest of Breed End to End Solution
Network
Intelligence
IOS IOS XRIOS IOS XRIOS IOS XR
Unified Service
Delivery
Sec rit and
g
and Quality
IOS, IOS-XR,
medianet
IOS, IOS-XR,
medianet
IOS, IOS-XR,
medianet
Unified
Computing Unified
Computing
System
Unified
Computing
System
Unified
Computing
System
SP Data Center
DC—CO—VHO
SP Data Center
DC—CO—VHO
Security and
Application
Performance
APM, WAAS,
Mgd. Security
APM, WAAS,
Mgd. Security
APM, WAAS,
Mgd. Security
Communication
IP NGN
Communication
IP NGNThird Party
Media Aware
Distribution
Video
Delivery
Product Suite
Video
Delivery
Product Suite
Video
Delivery
Product Suite
Third Party
Virtualization
Nexus 1000VNexus 1000VNexus 1000V
Peering and
InterconnectCRS / ASRCRS / ASRCRS / ASR
Unified
Fabric
InterconnectCRS / ASR
Families
CRS / ASR
Families
CRS / ASR
FamiliesNexus FamilyNexus FamilyNexus Family

Cisco Mobile Collaboration
Only Cisco Delivers True Business MobilityOnly Cisco Delivers True Business Mobility
Voice Over
Wireless LAN
Laptop Clients Call Control
Access and
Security
Mobile Phone
Clients Wireless LAN SecurityClients
Cisco Unified
Mobile
Communicator
VoWLAN IP
Phones
Cisco Unified
Personal
Communicator
Cisco Unified
Communications
Manager
Indoor and Outdoor
Access Points
Cisco Unified
MobilityCisco WebEx
Wireless LAN
Controllers and
M t
VoWLAN on mobile
phones
Meeting Center Management
Cisco WebEx
Connect
phones
Cisco Mobile
Supervisor Cisco ASA 5500
Cisco IP
Communicator

MonetizationMonetization

NextGen Business Architecture:
Mobile Internet B2B2CMobile Internet B2B2C
B2CB2
Charging ModelsCharging Models
Location, Roaming, PresenceLocation, Roaming, Presence
ContentContent
OwnersOwners
Content Filtering, InsertionContent Filtering, Insertion
PersonalizationPersonalization
AdvertisersAdvertisers
ContentContent
Aggregators &Aggregators &
BroadcastersBroadcasters
Policy Control & EnforcementPolicy Control & Enforcement
g,g,
ApplicationApplication
ProvidersProviders
BroadcastersBroadcasters
Application Detection and ControlApplication Detection and ControlEE--tailerstailers
SPs Must Expand from Today’s OneSPs Must Expand from Today’s One--Sided toSided to
a Twoa Two--Sided Business ModelSided Business Model
Value Add of the Intelligent Mobile NetworkValue Add of the Intelligent Mobile Network

Monetization
Operator Strategies
Traffic
p g
EmulateEmulate
CollaborateCollaborate
OnOn--Net Social WebNet Social Web
User Generated VideoUser Generated Video
Rich CommunicationsRich Communications SuiteSuite
OperatorOperator SaaSSaaS
ProtectProtectPremium Mobile VideoPremium Mobile Video
Mobile TVMobile TV
Mobile Cloud PartnershipsMobile Cloud Partnerships
TollToll--Free Mobile BroadbandFree Mobile Broadband
Revenue
Mobile TVMobile TV TollToll--Free Mobile BroadbandFree Mobile Broadband
Tiered PricingTiered Pricing
Family Data PlanFamily Data Plan
Turbo BoostTurbo Boost
Parental & Corporate ControlsParental & Corporate Controls
Work/Play PlansWork/Play Plans
FreemiumFreemium

Freemium
Increase Customer Stickiness and UpsellingIncrease Customer Stickiness and Upselling
What’s the Opportunity?
Offer access to popular applications
(e.g., Facebook) for free for a trial period
How Will This Impact My Business?
Unlimited access to popular services
increases stickiness of service bundles
and/or success of new device launch
N i i d fNew service revenues gained from up-
selling after user is “hooked” by free trial
Why Cisco?
Integrated Charging, Application Detection
& Control, Traffic Optimization, and Policy
Enforcement lowers OpEx and accelerates
Time-to-Market

“Toll-Free” Mobile Broadband
Monetize Traffic Over Flat Rate PlansMonetize Traffic Over Flat Rate Plans
What’s the Opportunity?
Application Service Providers (ASPs),
businesses, etc. promote usage of
applications and rich media web portals
by paying for connectivity – “Toll Free” toy p y g y
subscriber
How Will This Impact My Business?
Generate and monetize additional traffic
I want to check my Financial
Advisor’s mobile web portal to
Generate and monetize additional traffic
over flat rate plans
Why Cisco?
Integrated Charging Application p
access videos, webinars,
financial planning tools, etc.
Integrated Charging, Application
Detection & Control, Traffic Optimization,
and Policy Enforcement lowers OpEx
and accelerates Time- to-Market
Increased 3rd party partnership
opportunities

Cisco M2M Solution for Operators
Increase Operator Value-Add with M2M-Tuned Network
Transportation
and Shipping
c ease Ope a o a ue dd u ed e o
M2M “Tuned”
Cisco Mobile
Multimedia NetworkHigh Activation RatesHigh Activation Rates
Cisco Mobile InternetCisco Mobile Internet
Auto Care/
Telematics
Utility
& Power
Diagnostics and TroubleshootingDiagnostics and Troubleshooting
Stateful GeoStateful Geo--Redundancy for RecoveryRedundancy for Recovery
& Power
NetworkNetwork--Initiated PDP for “Wake up”Initiated PDP for “Wake up”
Gateway Virtualization for QoSGateway Virtualization for QoS
IP 6 T itiIP 6 T itiIPv6 TransitionIPv6 Transition
“M2M-Tuned” Mobile
Healthcare
Providers
Security ServicesOperator Network

Traffic
Optimization
PCC Functions IntegrationPCC Functions Integration
3G, 4G Integration3G, 4G Integration
PCC Functions IntegrationPCC Functions Integration
3G, 4G Integration3G, 4G Integration FunctionFunction
Lower backhaul costsLower backhaul costs
Traffic (TCP, HTTP) OptimizationTraffic (TCP, HTTP) Optimization
Transcoding/TransratingTranscoding/Transrating
Traffic (TCP, HTTP) OptimizationTraffic (TCP, HTTP) Optimization
gggg
IntegrationIntegration
Increase network capacityIncrease network capacity
Enhance customer experienceEnhance customer experience
Revenue
Bandwidth ShapingBandwidth Shaping
Bandwidth ShapingBandwidth Shaping
Video / DataVideo / DataEnhance customer experienceEnhance customer experience
Increase network efficiencyIncrease network efficiency
Fair UsageFair Usage
Resource ManagementResource Management
Fair UsageFair Usage
Resource ManagementResource Management
PolicyPolicy
Potentials savings of 10Potentials savings of 10--50%*50%*
Network OffloadNetwork Offload
WiFiWiFi,, FemtoFemto OffloadOffload
Network OffloadNetwork Offload
WiFiWiFi,, FemtoFemto OffloadOffload
OffloadOffload
Potentials savings of 10Potentials savings of 10 50%50%
*specific services, based on several network variables

Sample# 1: Dynamic Transrating
Cell EdgeCell Edge
Non-Optimized
OptimizedOptimized

Sample# 4: TPO
Cell EdgeCell Edge
Non-Optimized
OptimizedOptimized

Mobile Offload Solutions
Interactive IntelligenceInteractive Intelligence
PCRF
Content
Video
App
App
OS
App
OS
App
OS
App
OS
Virtual
Server
High Touch
Ingestion Content
Acquirer Library
CDS Service
Router
Ingestion
CDS
Manager
Offload
to WiFi
Offload
to WiFi
Policy &
Detection
Policy &
Detection
MobileMobile ASR5k
SP Video Content
Nexus
7000
Router
WiFi/
Femto
to WiFi,
Femto
to WiFi,
Femto
MEFMEF
DetectionDetection
MobileMobile
BackhaulBackhaul IP CoreIP Core
(e)NB ASR9kMWR2941 CRS-17600
ASR9k
UE
ASR9k
IuBIuB
IuB
Compression
IuB
Compression
P2P
Localization
P2P
Localization S1-US1-U IuPSIuPS InternetVidMonVidMon
IuB, IuPS, S1-U offload, WiFi/Femto Offload with Flow Mobility

Survey Question #2
How important is monetization and optimization to your
future business models?
– Optimization is by far the highest priority
M ti ti i b f th hi h t i it– Monetization is by far the highest priority
– They are equally important and critical
– Neither is important right now we’re just trying to get theNeither is important right now, we re just trying to get the
networks up and running

Cisco ServicesCisco Services

Comprehensive Services Portfolio
Mobile Operators
Business
Objective
Advisory ServicesAdvisory Services
*Operations *Cost Reduction *Benchmarking *Biz Case
Alternate Business Models
BOT Hosting Managed Capacity
MPC System Integration
Migration Services
Assurance Services
FTS
IP NGN
Architecture
Optimization
Services
IPv6/LTE
Readiness
Assessment
FTS
Tech
Support
IP RAN Deployment/
Roll-Out Services
Prepare Plan Design Implement Operate Optimize
The extensive Advanced Services portfolio can be
tailored to help you meet your unique objectives.

Architecture Proof Point
Mobile Megatest

Mobile Mega Test Objectivesg j
Largest, most inLargest, most in--depthdepth test, including:test, including:
Data Center, IP Core, Mobile Packet Core,Data Center, IP Core, Mobile Packet Core,
and IP RAN Backhauland IP RAN Backhaul
ComprehensiveComprehensive
Light ReadingLight Reading -- EANTCEANTC
Testing not funded by CiscoTesting not funded by Cisco
IndependentIndependent Testing not funded by CiscoTesting not funded by Cisco
pp
Test simulatesTest simulates realistic mobile operator’srealistic mobile operator’s
network for 2G, 3G and LTEnetwork for 2G, 3G and LTERealisticRealistic
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMobility TDM_0810 45NDA Presentation© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential

Mega Test: Massive Scale
2G 3G and LTE2G 3G and LTE2G 3G and LTE2G 3G and LTE
g
2G, 3G and LTE2G, 3G and LTE2G, 3G and LTE2G, 3G and LTE
1.5M Active Subscribers1.5M Active Subscribers1.5M Active Subscribers1.5M Active Subscribers
4500+ Emulated Base Stations4500+ Emulated Base Stations4500+ Emulated Base Stations4500+ Emulated Base Stations
“By far the largest and most in“By far the largest and most in--depth public,depth public,
independent thirdindependent third party test of mobileparty test of mobile
“By far the largest and most in“By far the largest and most in--depth public,depth public,
independent thirdindependent third party test of mobileparty test of mobile
independent, thirdindependent, third--party test of mobileparty test of mobile
infrastructure vendor performance ever."infrastructure vendor performance ever."
independent, thirdindependent, third--party test of mobileparty test of mobile
infrastructure vendor performance ever."infrastructure vendor performance ever." Carsten Rossenhövel
Managing Director, EANTC
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-622044-00 NDA Presentation

IP Next-Gen Mobile Network: Test Design
Off-Net ServicesON-Net Services
CRS-3 IP Core
ASR 5000
Nexus
000
ASR 5000
ASR 5000
Packet Core
Packet Core Packet Core
ASR 90007600
UCS
Nexus
7000
UCS
Nexus
7000
PCRF
HLR
HSS
WAAS
iControl
Data Center Data Center
Packet Core
ME3800
Nexus
5000
ASR 1000
5000
ANBackhaul
X2
IPRA
ASR 1000MWR 2941

Cisco IP NGmN: Intelligent Performance
DataData
One NetworkOne Network
DataData
CenterCenter
Any GAny G
PacketPacket
CoreCore
yy
Any ScreenAny Screen MobileMobile
T tT t
Vendor 1Vendor 1Vendor 1Vendor 1 Vendor 2Vendor 2 Vendor 3Vendor 3 Vendor 2Vendor 2 Vendor 3Vendor 3
Any ScreenAny Screen TransportTransport
2G, 3G, 4G2G, 3G, 4GWiFiWiFi,, FemtoFemto

Mobile Megatest
Tested Cisco Comprehensive ArchitectureTested Cisco Comprehensive Architecture
DataData DataDataDataData
CenterCenter
DataData
CenterCenter
Nexus 7000Nexus 7000 UCSUCS
PacketPacket
CoreCore
PacketPacket
CoreCore
ASR 5000ASR 5000
MobileMobile
ASR 5000ASR 5000
MobileMobile
T tT t
ME 36/3800ME 36/3800
TransportTransport TransportTransport
CRSCRS ASR 9000ASR 9000 76007600 ASR1000ASR1000 MWR 2941MWR 2941

Industry Firsts & Bests
Great User ExperienceGreat User Experience
Reduce LatencyReduce Latency -- Less DisruptionLess Disruption
Great User ExperienceGreat User Experience
Reduce LatencyReduce Latency -- Less DisruptionLess Disruption
20TB20TB in under 30 minutes within under 30 minutes with
Overlay Trans. VirtualizationOverlay Trans. Virtualization
20TB20TB in under 30 minutes within under 30 minutes with
Overlay Trans. VirtualizationOverlay Trans. Virtualization
Customer Value Solution Capability
DataDatayy ppyy pp
FasterFaster ROIROI –– EasierEasier GTMGTMFasterFaster ROIROI –– EasierEasier GTMGTM
yyyy
4X4X Efficiency and SimplicityEfficiency and Simplicity4X4X Efficiency and SimplicityEfficiency and Simplicity
Gi t thGi t thGi t thGi t th Z S i LZ S i LZ S i LZ S i L
DataData
CenterCenter
Give your customers theGive your customers the
most reliablemost reliable serviceservice
Give your customers theGive your customers the
most reliablemost reliable serviceservice
GracefulGraceful AnyAny--GG MigrationMigrationGracefulGraceful AnyAny--GG MigrationMigration
Zero Session LossZero Session Loss
(Card, Processor, Platform)(Card, Processor, Platform)
Zero Session LossZero Session Loss
(Card, Processor, Platform)(Card, Processor, Platform)
2G, 3G, 4G Packet Core2G, 3G, 4G Packet Core withwith
3G3G –– LTE Handoff andLTE Handoff and VoLTEVoLTE
2G, 3G, 4G Packet Core2G, 3G, 4G Packet Core withwith
3G3G –– LTE Handoff andLTE Handoff and VoLTEVoLTE
PacketPacket
CoreCore
3G3G LTE Handoff andLTE Handoff and VoLTEVoLTE3G3G LTE Handoff andLTE Handoff and VoLTEVoLTE
Scale MachineScale Machine--toto--MachineMachine
BeBe “2011“2011--Ready”Ready” for IPv6for IPv6
Scale MachineScale Machine--toto--MachineMachine
BeBe “2011“2011--Ready”Ready” for IPv6for IPv6
1 Million/Sec. IPv6 Translations1 Million/Sec. IPv6 Translations
2X2X PerformancePerformance
1 Million/Sec. IPv6 Translations1 Million/Sec. IPv6 Translations
2X2X PerformancePerformance MobileMobile
T tT tMost ReliableMost Reliable Network andNetwork and
Faster, EasierFaster, Easier UpgradesUpgrades
Most ReliableMost Reliable Network andNetwork and
Faster, EasierFaster, Easier UpgradesUpgrades
ZeroZero--LossLoss FailoverFailover
NonNon--StopStop Upgrade to CRSUpgrade to CRS--33
ZeroZero--LossLoss FailoverFailover
NonNon--StopStop Upgrade to CRSUpgrade to CRS--33
TransportTransport

Accelerating Monetization - Optimization
DataDataDataData
CenterCenterNew Revenue StreamsNew Revenue Streams
withwith
Unified ComputingUnified Computing
SystemSystem
New Revenue StreamsNew Revenue Streams
withwith
Unified ComputingUnified Computing
SystemSystem
Up toUp to 8X8X MobileMobile
App AccelerationApp Acceleration
Up toUp to 8X8X MobileMobile
App AccelerationApp Acceleration
PacketPacket
CoreCore
SystemSystem
Integrated IntelligenceIntegrated Intelligence
to Personalizeto Personalize
SystemSystem
Integrated IntelligenceIntegrated Intelligence
to Personalizeto Personalize
TrueTrue AnyAny--GG MobileMobile
ArchitectureArchitecture
Graceful MigrationGraceful Migration
TrueTrue AnyAny--GG MobileMobile
ArchitectureArchitecture
Graceful MigrationGraceful Migration
MobileMobile
T tT t
Services andServices and
Monetize OTTMonetize OTT
HighHigh--Speed HighSpeed High
Services andServices and
Monetize OTTMonetize OTT
HighHigh--Speed HighSpeed High
100X100X OutOut--performperform
Specs and CompetitionSpecs and Competition
withwith
100X100X OutOut--performperform
Specs and CompetitionSpecs and Competition
withwith
TransportTransportHighHigh--Speed, HighSpeed, High
QualityQuality AnyAny--GG
TransportTransport
HighHigh--Speed, HighSpeed, High
QualityQuality AnyAny--GG
TransportTransport
IP RAN Precision ClockIP RAN Precision ClockIP RAN Precision ClockIP RAN Precision Clock

Cisco Next Generation Mobile NetworkCisco Next Generation Mobile Network
AvailabilityAvailabilityAvailabilityAvailabilityAny ScreenAny ScreenAny ScreenAny Screen
PerformancePerformancePerformancePerformance
AvailabilityAvailabilityAvailabilityAvailability
Any GAny GAny GAny G
Any ScreenAny ScreenAny ScreenAny Screen
PerformancePerformancePerformancePerformanceAny GAny GAny GAny G
IntelligenceIntelligenceIntelligenceIntelligenceOne NetworkOne NetworkOne NetworkOne Network
Verified byVerified by

EANTC Testing Conclusion
“…Cisco, indeed, showed it is capable of delivering…a next“…Cisco, indeed, showed it is capable of delivering…a next--
g
…Cisco, indeed, showed it is capable of delivering…a next…Cisco, indeed, showed it is capable of delivering…a next
gen mobile network that is scalable and showsgen mobile network that is scalable and shows statestate--ofof--thethe--artart
functionality.” “…Cisco's position in the mobile core isfunctionality.” “…Cisco's position in the mobile core is rockrock--
solidsolid ””solidsolid..
As we noted…it canAs we noted…it can support all mobile network generationssupport all mobile network generations
and can scale sufficiently toand can scale sufficiently to meet the needs of the world'smeet the needs of the world's
largest carriers.largest carriers.
Carsten Rossenhövel
Managing Director, EANTC
© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMobility TDM_0810 53NDA Presentation© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialC97-622044-00 NDA Presentation

Cisco: Transforming SP’s Networks
Supporting Service Providers WorldwideSupporting Service Providers WorldwideSupporting Service Providers WorldwideSupporting Service Providers Worldwide
Over 200Over 200
M bil S i P idM bil S i P id
Over 200Over 200
M bil S i P idM bil S i P idMobile Service ProviderMobile Service Provider
DeploymentsDeployments
Mobile Service ProviderMobile Service Provider
DeploymentsDeployments

Cisco Mobile Internet
T t d t f th l b l M bil S i P idT t d t f th l b l M bil S i P idTrusted partner for the global Mobile Service ProvidersTrusted partner for the global Mobile Service Providers
Entertainment
End UserEnd User
Traditional ExpertiseTraditional Expertise Mobility / IP ExpertiseMobility / IP ExpertiseMobility / IP ExpertiseMobility / IP Expertise Information
Innovation Monetization AccessAccess
IndependentIndependent
Industry
Leadership
Optimization
Collaboration
differentiation new revenue
seamlessseamless
experienceexperience
strong
partnership
reduced costs
IP
Collaboration

Cisco Mobile Internet Evolution

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