Cloud Services - Rick Dodd at Carrier Ethernet World Congress 2011

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Presentation slides from Ciena SVP of Global Marketing Rick Dodd during Carrier Ethernet World Congress 2011, October 10-13 in Amsterdam

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Cloud Services - Rick Dodd at Carrier Ethernet World Congress 2011

  1. 1. It’s About the Services Differentiating Yourself in a Competitive MarketRick Dodd – Sr. VP, MarketingCEWC 2011© Ciena CEWC Amsterdam 2011
  2. 2. Average Metro Ethernet MRC in Western Europe € 3,000 • 2009-10 saw steep price declines for 1G and 10G - 1G :dropped 20-24% € 2,500 - 10G: dropped 26-30% € 2,000 100M € 1,500 1G 10G € 1,000 € 500 €- 2009 2010 2011 2012 2013Source: Ciena Analysis, Ovum Forecast Enterprise Ethernet Services, Global, Sept., 2010 2 © Ciena CEWC Amsterdam 2011
  3. 3. Three Differentiation Ideas Segment Market  Target an underserved market: the Mid-Market Customer SLA  Stickiness: Service quality and visibility Cloud  Elastic bandwidth for cloud offerings: The Cloud Backbone3 © Ciena CEWC Amsterdam 2011
  4. 4. Who is the Mid-Market Customer Typically a company of 20- Wireline Data Market Spend by Number of Employees 500 employees Spends €500-3000 per month on data service Wide range of industries Education, health, financial, hospitality, legal, manufacturing, retail, utilities Often more willing to adopt hosted or xaaS products Source: Instat & Ciena Analysis4 © Ciena CEWC Amsterdam 2011
  5. 5. Automation is Key for Mid-Market ROI NOC pushes service profile to server Service templates enable Ethernet switch NOC creates point-and-click provisioning self-configures work order Switch installed with no configuration required by field personnel Automation leads to 75% less installation and configuration time with zero-touch upgrades5 © Ciena CEWC Amsterdam 2011
  6. 6. Three Differentiation Ideas Segment Market  Target an underserved market: the Mid-Market Customer SLA  Stickiness: Service quality and visibility Cloud  Elastic bandwidth for cloud offerings: The Cloud Backbone6 © Ciena CEWC Amsterdam 2011
  7. 7. Is Service Quality a Differentiator? Resiliency & uptime is a given today … But there’s an opportunity in delivering ongoing performance “My network is up but it seems slow today” How to proactively monitor, non-intrusively: Bandwidth, latency, jitter, frame loss Relative to SLA Relative to initial “service quality benchmark”7 © Ciena CEWC Amsterdam 2011
  8. 8. Differentiating on Verified Service Quality Enhanced 2544  Subscriber services portal In-service or out-of-service Customer web-based view of Port or EVC-based their service information Throughput Real-time performance & trending Latency Inventory/services/alarms Frame Loss rate Frame Delay Variation Pre-configurable test profiles Configurable test iteration and duration8 © Ciena CEWC Amsterdam 2011
  9. 9. Three Differentiation Ideas Segment Market  Target an underserved market: the Mid-Market Customer SLA  Stickiness: Service quality and Visibility Cloud  Elastic bandwidth for cloud offerings: The Cloud Backbone9 © Ciena CEWC Amsterdam 2011
  10. 10. Problem Statement: Can elasticity of network resources provide an Enterprise Data Center A Provider Data Center C advantage to the network owner? Enterprise Data Center B Provider Data Center D10 © Ciena CEWC Amsterdam 2011
  11. 11. Cloud Traffic CharacteristicsTraffic Attribute: Other key attributes Flow sizeSmall < 1GbE Interactive- Hosting # of Service Endpoints ~ 1000s- SD/HD video Short duration- Software as a Service Total size of objects <10GB- Interactive ServicesMedium 1GbE– 10GbE Can be Scheduled- Small VM migrations # of Service Endpoints ~ 10s- File transfers > E.g. Inter-DC, R&E, Healthcare Total size of objects< 1TBLarge >10GbE Can be Scheduled- Large VM migrations # of Service Endpoints ~ 10s- Large Backup/File Transfers > E.g. Inter-DC or R&E- Super Hi Vision (7680 x 4320) Unplanned events (?) Total size of objects > 1TBSD: Standard DefinitionHD: High DefinitionVM: Virtual Machines 11 © Ciena CEWC Amsterdam 2011
  12. 12. Cloud Backbone: Service Parameters Configured by Cloud OS Provider “Cloud OS” Enterprise Data Center Provider Data CenterVirtual Machine (VM) “Network Hypervisor”applications Server Server Control Plane Ethernet Ethernet VPLEX VPLEX Ethernet FC SAN SAN Switch FC FC SAN SAN FC Switch SAN Storage SAN SAN Storage SAN 12 © Ciena CEWC Amsterdam 2011
  13. 13. TMForum Demo: Billing info for Cloud Backbone Customers: Web Service Portals Provider Infonova – R6 Network Awareness API API Resource Activation BillingTickets Event Management Layer7 CloudControl - API security Network Awareness ZimoryManage and management Resource Alignment Event Management Enterprise API Ciena – Network Hypervisor Enterprise Datacenter Provider Datacenter ZimoryConnect ZimoryConnect Ciena - Cloud Backbone (Infrastructure) Network Data Center Network Data Center Network Compute Compute Compute Compute vCenter vCenter Storage Storage Storage Storage13 © Ciena CEWC Amsterdam 2011
  14. 14. L0 innovations for elastic services© Ciena CEWC Amsterdam 2011
  15. 15. Optical Processors Make Underlying Layer 0 MoreProgrammable I’ll Iramp up Soft FEC to don’t need reach. I’llrestore around this turn down Soft FEC to cut latency & power. failure. Watts µsec km Power Latency Reach15 © Ciena CEWC Amsterdam 2011
  16. 16. Coherent = Tunable Receivers = Optical Elasticity Coherent Optics Layer 0 Photonic Spectrum16 © Ciena CEWC Amsterdam 2011
  17. 17. Summary: Ideas for Differentiating Ethernet Services Address mid-market customers with lightweight low-cost install & maintenance Create customer engagement and satisfaction with verified real-time service quality Build sufficient software reconfigurability to support future network elasticity Coordination of multiple network layers for maximum flexibility17 © Ciena CEWC Amsterdam 2011
  18. 18. Thank You.© Ciena Confidential and Proprietary

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