LTE World Summit 2012 Day 1 T1 Jonathan Morgan CISCO

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LTE World Summit Barcelona May 2012
Day 1 - CISCO

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LTE World Summit 2012 Day 1 T1 Jonathan Morgan CISCO

  1. 1. May 2012 Jonathan Morgan LTE World Summit 2012C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  2. 2. Market Background Value of the Network Use Cases Happy HourC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  3. 3. PC – Skype Video Xbox – Video Games, Voice iPhone – Facebook, Text, Death Metal Music New England Patriots JerseyC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  4. 4. 12 78% CAGR 2011–2016 Mobile VoIP (0.3%) 10 Mobile Gaming (1.1%) Mobile File Sharing (3.3%) Exabytes per Month Mobile M2M (4.7%) 8 Mobile Web/Data (20.0%) Mobile Video (70.5%) 6 4 2 (Figures in legend refer to traffic 0 2011 2012 2013 2014 2015 2016 share in 2016.) Source: Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2011–2016C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  5. 5. 400 353 MB 350 Netflix 300 Megabytes per Month 109 250 Pandora Pandora 200 55 55 Facebook Facebook Facebook 149 MB 150 40 40 40 Web Web Web Web 100 89 89 89 89 50 Email Email Email Email 60 60 60 60 0 Email+Web +Facebook +Pandora +Netflix Source: Arbitron Mobile, 2012 5C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  6. 6. Blended Work Device Growth Traffic Growth Life Play • 15 Billion connected • Half U.S. information • 18X more mobile data: devices by 2015 and workers work outside office 2012–2016 growing • 35% workers use smart • Wi-Fi access traffic • 2 networked devices per phones surpasses wired by 2015 capita: 2015 • Mobile Web overtakes • 24% growth in business • Connecting not just desktop usage: 2015 IP traffic people…but Machines • 89% mobile Internet usage (2B by 2015) occurs indoorsC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  7. 7. Addressing Managing Monetizing Spectrum Traffic and Requirements Growth DifferentiatingC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  8. 8. Device Awareness Mobility Control • Adaptation • Application-based • Translation mobility control • Battery life Access Technology Awareness Shape the Location Awareness • Access-based on • Roaming applications Subscriber • Presence • Access based on Experience • Reachability roaming partner Session-State Awareness Usage Visibility • Service manipulation • QoS management • Service control and • Innovative service time of day offeringsC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  9. 9. Mobile Cloud 3rd Party Operator Services Applications Applications Increase Service Velocity Intelligent Network Harvest Network Intelligence Optimal Radio Network Customer Efficiency Efficiency Heterogeneous Access Experience Reduced RAN CostsC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  10. 10. Control Collaborate Create API Transaction 3rd Revenue Share Party Revenue Share Operator OTT Services Operator to Consumer Value- Added Network Services API Transaction Revenue Advertisers Broadcasters Voice/Video Msg/RCS Aggregators Apps Dev Social Ntwk Location Family Multi- Utilities Government Plans Device FREEMIUM Tiered Home Plans Home Operator Home NetworkServices Revenue Network Network Network Application & C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  11. 11. Advertisers Operator Enhanced ResultsAd Network Agency Improved Targeting • Long term • Short-term • Device type Sponsored site! • Anonymous No mobile data charges. Opt-in Optimized for Network Subscriber • Access type • QoS, Location, RAN conditions Ad Space !! • Home or Visited network MobilePublisher OperatorC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  12. 12. • User wants to watch a video • User is prompted with a SMS  Watch Ad = Free  No Ad = Charge • Policy (e.g., QoS) for the subscriber flow is sent down for enforcement • User accesses the content with the updated QoS for the time period Upgrade quality for $.99? Quality upgradedC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  13. 13. Maximize Revenues for “Dual Modality” Devices What’s the Opportunity? Subscriber 1 - User Profile MSISDN 14085264000 • Give enterprises ability to manage mobile IP Address 20.20.10.1 costs and enforce internal IT policies APN apn.corporate.com Billing Plan Corporate • Enable employee-paid personal usage. Policy Corporate VPN Control • 5GB quota How Will This Impact My Business? Profile • 512Kbps limit Personal Data • 1GB quota • Drive revenue from subscribers’ personal • 512Kbps limit usage Services • VPN • Video • Browsing • Sell more smart phone contracts to enterprises who • Email no longer need to worry about uncontrolled spend • DownloadC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  14. 14. By 2016, nearly three-fourth’s (71%) of the world’s mobile data traffic will be video. Real-time Analytics DPI, Policy Mgmt., QoSVideoscape Client Cloud Services CDN Content Management Content Acquisition 3G/4G Intelligent Command & Control & More… Network User Experience Uninterrupted Differentiated Next Gen Indoor HotSpot Experiences Seamless Handoff Between 3G/4G & WiFi Credentials, Session, Connectivity C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  15. 15. Video Messaging chat Enhanced Collaboration Voice IMS / LTE Cisco ASR RCSe 5000 and CSP OneAPI V2oLTE Social Conferencing Presence Business Location Media Services SharingC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  16. 16. 3G UCS SSC, SDP MSC Server Call Manager AS HSS SGSN, MME 4G SIP or P/I/S/E-CSCF H.323 SIP Media SIP / RTP Gateway S/P-GW, PCRF RTP Service enablement Policy Network intelligenceC97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  17. 17. Thank you.C97-645185-00 | © 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17

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