Winning in the Ethernet Business Services Market

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The presentation provides an introduction into the Ethernet Business Services market for network service providers.

See this and other Ciena content as an audio presentation at:
http://www.ciena.com/connect/webinars/ciena-take10/

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Winning in the Ethernet Business Services Market

  1. 1. Simplified SLAdefinitionsTraining, marketingcollateral, demandgenerationGeoAnalyticsServiceAnalytics powered go-to-market plansRedefine Position Target
  2. 2. $45B global market by 2016 (Vertical Systems Group, 2012)
  3. 3. Service DeliveryPlug-n-play install; activation in minutesReduce provisioning costs by up to 75%Service AgilityScalable, flexible bandwidthReal-time Class-of-ServiceService AssuranceFix problems before customer callsSLA transparency; empowered customer
  4. 4. “Last mile” connectivity a challenge: Most enterprises still don’t have fiberLongest delay in service turn-up isplant construction Two ways to accelerate: pre-construction and fixed wirelessPre-construction needs economicjustification Economic justification requires end-customer analyticsMapping supply (plant) to demand(customers)22,59812,68921,26616,05411,6392,1671,250 1,162$2,157 $2,492$8,276$12,283$19,605$8,264 $8,759$35,767010,00020,00030,00040,000Under $100 $100-$200 $200-$500 $500-$1K $1K-$3K $3K-$5K $5K-$10K Over $10KEntepriseData Spend Distribution#Business $K/MonthLow ROI HeavilyContestedAddressing the enterprise “sweet spot”Enterprise Data Spend Distribution
  5. 5. Analyze the market• Mapping supply (plant) and demand (business locations)• Classifying enterprises by value, vertical, and credit riskTarget your clusters• Predict your profitable sweet spotExtend plant to valuable clusters• Fiber (pre-construction)• Fixed wireless (success-based)
  6. 6. GeoAnalytics example for service provider in Northern Virginia
  7. 7. RESEARCH &EDUCATION FINANCE GOVTHEALTHCARE MEDIA WHOLESALEGenericByVerticalCloud Computing, SaaS, LAN-to-LAN, Disaster Recovery / BusinessContinuity, Video Conferencing, Internet Access, Data Center/ITInfrastructure Consolidation, Virtualization, Business ProcessAutomation (BI, ERP, CRM, etc.)DistanceLearningVODResearchCollaboration& NetworksTrading &MarketInfoFinancialsimulation+ complexmodelingConnectivitybetween fed,localinstitutionsEmerg.servicesVideohearings &bookingsRemotetrainingImaging &video appsTele-medecineElectronicMedicalRecordsMedicalImaging(PACS)StreamingvideoarchivingProduction, post anddistrib.SocialnetworkingVoIPContentDistrib.Networks(CDN)WirelessbackhaulBUSINESSISSUES VARYWITHVERTICAL
  8. 8.  Maturing market but still growing fast (15% U.S. CAGR through 2016),especially for high-capacity servicesEthernet services are a growth engine for many service providersAccess to fiber remains a challenge in some markets Cloud services, mobile backhaul, and specialized applications drive theneed for more agile and automated operations for Ethernet Services Service Level Agreements represent an important area of competitivedelineation in a maturing market GeoAnalytics enables service providers to accelerate its revenue,profitability, and market share growth Specialized industry targeting is also a critical element of a tailored go-to-market plan.
  9. 9. Network Monetization on ciena.com (link)Read our 4-part blog series on Network Monetization (link)White paper: Monetizing Networks in the Cloud Era (link)White paper: Winning in the Ethernet Business Services Market (link)

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