1. > 3rd Quarter 2012 / Issue 7
Technology
is the solution
The banking sector bets in information technologies and
telecommunications as a way to render services to increasingly
more sophisticated clients; mobility and internet banking are
the main choices
HSBC COLLABORATION SUCCESS CASE
Bank invests in video Demand for videoconferences Michael Page
and IT team plans and mobile devices expansion outsources infrastructure
strategy to have Cisco leverage unified communication and expands PI
high level certification projects in Brazil communications 1
3. 1
EDITORIAL
SUMMARY
RELATIONSHIP BOUTIQUES 04 Short news
Preparation tips for the certification
exams: Virada Digital creates knowledge
and innovation network; Cisco do Brasil
commercial area has a new director: Girl’s Day
and Beehive integrate social responsibility
he results of Febraban’s annual survey, about the investment of banks and initiatives.
T financial institutions in new technologies and in maintaining the IT park,
show us a great and constant transactions migration to the electronic
medium. The internet is in the first place, but also, in this area, the mobility
08 Collaboration
Mobile devices and video drive unified
communications
gives signs of growth, with the mobile banking.
This new social behavior, which made the banks show investments and
10 Data centers
Cisco UCS line reduces costs and opens the
way for clouds
expenses of R$ 18 billion in 2011, with 42 million clients using the internet
to access the banking services, changes the bank agencies profile. The self- 14 Managed services
Operators react to the incomes drop and
introduce new offers
service rooms are larger and refined, with faster and increasingly intelligent
ATMs. And in the internal area, the relationship is better. The cashiers, in small
numbers, still have demand, but in concentrated days and in lower volume
18 Banks
To meet the demand, financial institutions
invest more in TICs
than 10 years ago, for example.
As experts in the financial area had already foreseen a few years ago, the 20 Qualification
PI support team of HSBC focuses on Cisco
Certifications
internal relationship for investments, to clarify doubts, to obtain credit, and
other services, are transforming the agencies in boutiques, an area where
the banks can explore their differential characteristics. In the cover story of
24 New voice
Videoconference permits HSBC to increase
efficiency and reduce costs
this issue, one sentence is aligned to the whole high investment context and
attracts our attention: if you consider the banking services as commodities, 26 Outsourcing and collaboration
Michael Page outsources infrastructure and
expands PI communications
the services availability becomes a great competitive differential.
This is how one of HSBC executives, interviewed by Cisco Live journalists
team, defines the present scenario of the increasing offer of services by
27 Speed
ATG adopts low latency network in a critical
mission environment
electronic channels, something that changes the banks corporative network,
the infrastructure through where many billion reais circulate along each and 28 Future
Manufacture and research will receive R$ 1
million from Cisco until 2014
every year.
Force, scalability and stability are indispensable requisites to any information 30 Health
Information increases the industry efficiency
and communication technology infrastructure (TIC in the Portuguese
acronym) which a bank wishes to implement today. And we cannot ignore 34 Education
Analysts and professors discuss the
advantages of technology in teaching
the videoconferences expansion, also mentioned in the cover story, as well as
the mobile access. In short, we saw during the Cisco Plus Brazil 2012, an event
that congregated the whole Cisco community, in April, in Rio de Janeiro, that,
36 Safety
Network has a privileged position in the war
against the cybercrime
focus of some areas, such as education and health, in TIC investments, the
infrastructure that supports the businesses in Brazil, regardless the segment, is 38 Support
Smart Care adds partners’ expertise and
provides safety to the customers
in evidence and we, here at Cisco, are ready to support partners and customers
in different projects aligned to present and future demands.
40 Story
The router switch is increasingly more
important in the cloud management
Regards,
Marco Barcellos
CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL
CISCO DO BRASIL Channels Director PRODUCTION Reporters Press Service Printing
ACCOUNTABLE TEAM Eduardo Almeida Jackeline Carvalho In Press Porter Novelli Inergraf
Comunicação Interativa Editora Marcelo Vieira
President Marketing & PR Director
Rodrigo Abreu Marco Barcellos Art Circulation
Responsible Journalist Special Collaboration Marcelo Max 5000 copies
Systems Engineering Editorial Council Jackeline Carvalho Carmen Lucia Nery (RJ)
director Adriana Bueno, Carolina Morawetz, MTB 12456
Marcelo Ehalt Isabela Polito, Isabella Micali,
Jackeline Carvalho, Kiki Gama, Review
Mariana Fonseca, Monica Lau e Editorship Director Comunicação Interativa
Marco Barcellos Jackeline Carvalho
3
4. 1 SHORT NEWS
6 ALMOST A COLLEGE TEST
Ana Lúcia de Faria, Cisco do Brasil solutions architect, gives some tips of how you should get
prepared for Cisco certification exams
“Because I work for Cisco, my
customers are very demanding”,
she says, recalling a story. “I
remember that the first customer
that I visited for Cisco asked me
if I had certification. That question
impressed me and motivated
me to get the qualification”. The
second good reason to have the
qualification is one’s personal
satisfaction.
T
o maintain functional also the companies that employ And the difficulties should not
and highly efficient the them together with the market as demotivate those who are interested
corporations’ internal a whole. in undergo the certification
networks that are constantly For Ana Lucia de Faria, Cisco process. Ana Lúcia has some tips.
growing, skilled professionals are do Brasil solutions architect with To establish goals helps, because
necessary. By offering training two company certifications (Cisco without them the student is tempted
for the most recent technologies, Certified Internetwork Expert to give more attention to other
certificating the technical capability or CCIE, in router switching and activities. To form a study group is
and by providing resources for service provider), the program also a good solution. “It takes effort,
a continuous learning, Cisco brings two important advantages. but it pays in both professional and
certifications program helps not The first one is the technology personal terms”, stimulates the
only the networks professionals, but market acknowledgement. solutions architect.•
6 VIRADA DIGITAL CREATES A GREAT
KNOWLEDGE AND INNOVATION NETWORK
T
o unite innovation and during the three days of the event, connected and it is very important
interactivity in search which ended with the proposal to that the teacher and the school
of an increasingly more make contents and technologies more adequate themselves to this new
sustainable development is the accessible. “Events like this should profile.”
objective of Virada Digital festival, happen in each and every city”, says Now the festival became
which was held in May from 11 thru Flávio Provedel, of Cisco Networking Caravana Digital. In November
13 in Paraty, Rio de Janeiro State. Academy and coordinator of a 2012, the cities of São Paulo,
Cisco was one of the sponsor computer’s connectivity an assembly Rio de Janeiro and Brasília will
companies of the event, which had workshop, offered during the event. have an extra issue of the event.
panels, speeches, conferences, Ricardo Santos, accountable for Later on, Caravana will make
seminars, discussions, workshops, Cisco do Brasil education vertical monthly visits to each one of the
scientific demonstrations, shows development, made a speech 12 Brazilian cities which will host
and special action, all free of charge. about the technology applied to the the games of the World Soccer
There were a total of 74 activities education. “Today the students are Championship in 2014. •
4
6. 1 SHORT NEWS
6 GIRL’S DAY
A
s part of Cisco’s social responsibility initiatives, the company
participated in the Girl’s Day, a global movement to stimulate
women to act in the information and telecommunication
technology area. The initiative is of ITU (International Telecommunication
Union), a United Nations organization for the information and
communication technology area.
Cisco do Brasil hosted, in its Rio de Janeiro and São Paulo offices, two
of a number of events held around the world. More than 20 girls, in the
15 to 18 year old bracket, attended the movement. They are students of
Networking Academy in non-governmental organizations such as Aldeias
Infantis and Fundação Despertar.
During the event, the girls could interact, by tele-presence, with
participants of the same Cisco event in Portugal. The schedule also
6 TALENT included speeches about the technology work market, tips to look for a
job and the importance to have certifications to act in the area, among
•
A
na Claudia Pihal was recently other subjects.
assigned to Cisco no Brasil
commercial area direction.
Accountable for the manufacturer’s 6 SOCIAL RETURN
action in the small and medium
T
companies segment, the executive’s o use the technology to inform and change low income people’s
objective is to expand the partners` lives: this is the purpose of One Economy, a non-profit global
base by means of Cisco Partner-Led organization which introduced in Brazil, with the support of Cisco
program, which reinforces Cisco’s and other partners, the Beehive Brasil (brasil.thebeehive.org). The site was
actuation strategy with the channels created to connect low income people to online contents such as jobs,
collaboration. finances, health, education, civil rights and other subjects of interest to each
The executive will report directly and every citizen.
to the president of Cisco no Brasil, Beehive is a global project already introduced in Africa, Europe, Mexico,
Rodrigo Abreu, and replaces Marco Asia and the Middle East. Designed to help people with little experience in
Sena, commercial director for Latin internet, the site makes easier for them to find information which will help
America – who also accumulated
the function in the Country. Ana
the people to be better integrated in the national economy. •
Claudia worked for Microsoft in
the 14 last years. She also held
positions as products manager,
sales manager for the medium size
companies, among others. Before
Microsoft, she worked for Oracle
as product marketing manager.
She is graduated in Business
Administration and Computer
Science by Universidade
Presbiteriana Mackenzie and in
Strategic Marketing by Escola
Superior de Propaganda e
Marketing. •
6
8. 1 CONNECT
COLLABORATION HAS A
GREAT GROWTH POTENTIAL
IN THE COUNTRY
The popularization of intelligent devices
and online video drive unified
communication tools and determine
Cisco’s tack
world in which the number with the best growth potential in
A of mobile devices exceeds
that of inhabitants should
come true until 2015.
Unfortunately this does not mean
that each human being in the planet
the Country”, according to Rodrigo
Abreu, president of Cisco do Brasil.
“This migration will happen very
fast”, he defined.
Four important pillars support
will own a smart device, but that the strategy in Cisco’s collaboration
advanced users (the so called heavy segment: visual, virtual, social and
users) will have 5 or 6 of them, among mobility. This latter is, with the
laptops, tablets and smartphones popularization of mobile devices, the
(including devices that were not most consolidated in the Country. The
invented yet). video (included in the first pillar), will
This perspective has a direct impact have a stronger impact on the future
on Cisco’s tack, as all this apparatus networks infrastructure, in both the
will be connected online, and it will companies and the operators.
be possible to access the web and “The video is becoming the 60 percent of companies presently
the social networks, watch videos new voice”, said Carlos Torales, think about adopting tools to unify
and, more important, to collaborate architecture director for Cisco their communication. Out of this
and produce. in Latin America, repeating the total, 31% will do it by means of cloud
The collaboration, by the way, motto that the company adopted computing offers, said Pat Romzek,
was one of the outstanding themes in recent years to communicate its the global vice-president for business
of Cisco Plus Brasil 2012, held in Rio collaboration technologies. “The development of the American Cisco
de Janeiro. The Collaboration Day, world is geo-politically different, headquarters. “The virtualization
the period of the event exclusively much more connected, and the permits to provide the same solutions
devoted to discuss the company’s economy is undergoing a very fast in physical environments via cloud,
tack and solutions for the future change. The collaboration in this with financing benefits, flexibility
unified communication, defined context arises as a way to increase and agility, permitting strategic
collaboration as “the fundamental the productivity.” advantages for increasingly global
part of the company’s strategy, maybe According to the executive, about companies.”
8
9. 6 About 60 percent of companies presently think about
adopting tools to unify their communication
In the case of Editora Abril, used by the journalists as well.
the need for more robustness They use the technology to prepare
to support the creation of new meetings and remote interviews. “The
services and reduce costs guided journalists can make interviews by
the new company communication phone, but in some cases nothing
structure. The demands, originated replaces the ‘eye-to-eye” contact,
from journalists and administrative explained the manager. There are
employees, included the use of cloud, also 8 videoconference rooms which
the need to add personal devices on integrate the company office in São
the corporate network with safety Paulo. The systems interoperability
(consumerization), mobility and the was a fundamental factor, as they are
intense use of video. “Our concerns used for meetings with the publishing
included not only the technology house partners, and many of them
delivery, but also the adjustment of have installed solutions from other
the whole eco-system around it”, manufacturers.
explained Gerson Ferreira, manager
of the IT area of the publishing house. Globo
Standardization was the key Globo TV network decided to
world of the process. The company implant a PI telephony system in its
decided to use Cisco solutions due Central Globo de Produção (or CGP,
to the possibility to implant a point- a.k.a Projac). This is a long project,
to- point architecture, i.e. which did which started in 2007 and should end
not offer integration risks among the only in 2012. The migration process
different solutions. As a result, only to the new voice standard began in its
the voice platform on PI permitted branch in São Paulo. The advantages
costs reductions of 40% with were such that the project migrated
Success cases telecommunication in the company. to Rio de Janeiro, all with Cisco
Nothing is more appropriate to WiFi, LAN, WAN and, of course, technology.
talk about unified communication safety solutions were also implanted. There are 2800 integrated
than to show stories about the use “About 44% of all employees were extensions, which open doors to
of technology in media companies. already using personal devices to other services such as videocall,
During the “Collaboration Day”, work, this in March 2011”, said videoconference, collaboration,
Editora Abril, with headquarters in Ferreira, justifying the need of virtualized services... “This way the
the city of São Paulo, and Globo TV defense solution in such a volatile telephony becomes an additional
Network, with headquarters in Rio de access network. service, another item on the desktop,
Janeiro and branches all over Brazil, Telepresence solutions were also and this makes easier the management
shared their experiences in implanting implanted in Editora Abril offices in and generates savings”, concluded
new communicatioin infrastructures Rio de Janeiro and Brasília, besides Claudio Rangel, technology and
using IP (internet protocol) standards. the São Paulo headquarters, to be support manager of Globo TV .•
9
10. 1 CONNECT
A SIMPLE
AND CHEAP
DATA
CENTER
The Cisco UCS line is based on unified architecture which
reduces ownership costs and prepares companies for a
virtualized future
eart comes from the Latin demands for data, the companies Rio de Janeiro, the data centers
H word cordis. In a free
translation it is center,
nucleus. It is one of the
most important muscles in the
human body, as the blood circulation
need first to turn their attention
to the data centers, critical agents
for the transformation of those
organizations which need to be
increasingly more dynamic and
have attracted a special attention.
With the movement toward the
cloud, this equipment will be the
center of IT infrastructures in
most corporations in the future.
and the nourishment of all cells of efficient. Coherent to this idea, Presently, a great part of them
our organism are dependent of it. In Cisco’s strategy for the segment is have legated infrastructures which,
the present data networks, the data based on offering an end-to-end although they provide performance
center is the heart which nourishes architecture with open standards, and quality, they generate high
an infinity of connected terminals which simplifies and optimizes the operation costs and complexity.
(fixed, mobile, virtualized, and so performance, reducing ownership Furthermore, as the consumers are
on). costs and increasing the productivity. moving increasingly more toward
To meet the present and future During Cisco Plus 2012, in virtualized environments, there is
10
11. Conheça Cloud Embratel, a melhor forma
de obter recursos tecnológicos de forma
imediata, dinâmica, segura e escalável.
Simplificamos a gestão de TI para acelerar Cloud Embratel permite:
> Otimizar custos associados à administração
a competitividade de sua empresa. Contamos e operação de recursos tecnológicos e informáticos.
com uma ampla e sólida capacidade tecnológica, > Aumentar a produtividade de sua equipe, dando-lhes
acesso a ferramentas de trabalho de qualquer local
baseada em uma estrutura de Data Center robusta, ou dispositivo a partir de uma conexão de internet.
segura, facilmente adaptável e escalável de acordo > Melhorar sua capacidade de resposta ao mercado,
ajustando a capacidade e volume dos recursos
com a sua necessidade, com uma cobertura local necessários quando necessitar.
> Focar metas e objetivos próprios do seu negócio,
que pode se estender a toda região. ao economizar tempo e recursos.
Para mais informações, entre em
contato com o seu Gerente de Contas
ou acesse www.embratel.com.br/cloud
11
12. 1 CONECT
6 The UCS resulted in cost savings and meaningful solutions and focuses on costs and
benefits in businesses in all industries and scenarios complexity reduction.
Not by chance, some two years
after the introduction, the Unified
Computing System (UCS) has
a need to combine legacy and new the Cisco Hosted Collaboration attracted the attention of data
technologies. solutions. The open standards and centers managers and CIOs all over
“The IT offers it as a service the APIs permit to integrate and the world. In February 2012, the
demand readiness for the applicative manage the partners’ eco-systems Cisco UCS totaled more than 10
critical mission, speed in ‘self-service’ hardware and software with more thousand customers in the world,
configurations and economy, that flexibility. including 3 thousand in Europe and
is, a new approach”, explained Matt More than that, a complete hundreds in Latin America.
Erickson, business and partners life cycle services portfolio for The UCS enabled, according to
development manager for Cisco data center products permits the Cisco, meaningful business costs and
das Américas. “What we suggest is experts` assistance in optimization, benefits savings in all industries and
a combination of the best of both implantation and planning of the IT scenarios. Since the beginning of its
worlds.” infrastructure, IT strategic services, distribution, in July 2009, the unified
The company data center strategy architecture, technical support and solution established 53 performance
is based on offering an open standards operations management. benchmarks world records, besides
(x86) unified architecture, which The unique, intelligent and unified dozens of the industry`s awards for
considers three great pillars: unified infrastructure reduces the system its innovation.
fabric, computing and management. complexities and, at the same Part of the success is explained
“The focus is no longer on the time, optimizes it for virtualization by Cisco work w ith leader
technologies and goes to the actual processes, which require a great deal manufacturers of the software
need of each and every business”, of memory and O/I capacity. Thus, infrastructure industry, including
said Erickson. the environment cost, during its BMC, CA, Citrix, EMC, Hitachi Data
To supply connectivity with life, reduced and falls, in its totality, Systems, Microsoft, NetApp, Oracle,
high speed and availability, with
safety and experience for the data
50% with the adoption of Cisco
architecture, according to Erickson.
Red Hat, SAT and VMware. •
center applicative, is the role of
the integrated network services UCS
infrastructure. The computing The company portfolio, within
systems, on the other hand, integrate the already traditional UCS line,
the access network, storage and includes blade and rack servers,
management of these components interconnections in fabric and the
in a scalable structure for physical UCS Management, which manages
and virtualized applicative. The all the system components and
unified management increases the life configurations by means of a unified
cycle and the automation simplifies policy. Resources such as Cisco
the data center implantation and Intelligent Automation for Cloud
operations. (which includes a self-service portal
for IaaS configurations, including
High performance catalog, orchestration governance,
Furthermore, the Cisco Unified automation, the components life
Data Center offers support to cycle etc.) complement the cloud
12
14. 1 CONNECT
TELCOS
INTRODUCE
MANAGED
SERVICES
OFFERS
Due to the drop on the voice services income, the operators are
structuring environments based on cloud computing
n the beginning of 2012, the corporations and, consequently, are strive to align the technology use
I operators are structuring
environments based on cloud
computing as a way to materialize
their managed services solutions. The
main targets are the infrastructure
more profitable to the telcos. “The
cloud computing and managed
service markets are the strongest
ones with the Telephone Companies,
exactly because of this profile”.
with business results.
Mentioning two examples of
customers who have had success
with the acceleration services hiring,
he says: ~a retail dealer could increase
and safety areas and the business The connections acceleration and in five times the number of credit
model that is based on the fixed the safety are the offers that these cards validation. Another case was
wide band and mobile penetration, companies already have formatted, of a logistic multinational company
mainly when the customer is a small including with customized proposals which had been fined twice in Santos
or medium size company. for each and every business deal. Port (São Paulo coastland), for delay
With the voice stagnation, Carlos Embratel, according to André in releasing the fiscal note; and with
Ferreira, marketing consultant of Arruda, product manager, has a the acceleration it could solve the
Telefonica Vivo, argues that the record of “success in this initiative problem.”
operators` alternative is to invest since 2 years ago, approximately”. Telefonica/Vivo announced an IT
in offers that generate value to the According to him, the IT managers infrastructure services offer (IaaS).
14
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atividades, com a atuação no segmento de Consultoria, através de sua nova unidade de negócios, a
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15
16. 1 CONNECT
In partnership with VCE (Virtual
Computing Environment, a joint
venture formed by Cisco, EMC,
Intel and VMware), and nicknamed
as Vivo Cloud Plus, the offer also
reinforces the operator entrance in
the cloud IT solutions segment.
This is the first company
product, introduced under Vivo
unified brand. The services exist
in Europe already since the second
half of 2011, and the positive For the Latin American offer, during the last 10 years and the fully
performance in that area stimulated Telefonica/Vivo uses five data segmented way of working, in which
its introduction in Latin America, centers in the area, installed in every customer counts on a 100%
in five countries, simultaneously. Brazil, Argentina, Chile, Colombia specialized sales, commercial and
“The customer can hire, in a and Peru. “The cloud services after sale area are the differentials
100% modular and flexible way,
processing capability, backup
and storage to increase or reduce 6 IT executives of medium and large size companies believe
cloud operations, according to the that cloud is not a technological news any more, but a model
need”, explains Maurício Azevedo,
which will have a constant growth in the next years
executive director of Telefonica/
Vivo. “The network is not a simple
additional part of a product, but
is its integral part. This product should leverage the adoption of IT of our cloud offer in the Country”,
involves network, infrastructure infrastructure outsourced services, defends Azevedo.
and management.” which is our specialty” explains Telefonica/Vivo has a global
Azevedo. strategy for the cloud services, and
High demand For Rodrigo Abreu, president of they have created a specific area for
The services are addressed to Cisco do Brasil, the operators have these solutions development. The
the corporate market, the demand a fundamental role in cloud services partnership with Cisco and VCE
of which for cloud processing is a offer, as they have a fundamental has the purpose to prove a unique
growing one. A survey carried out asset: the network. “It is natural that architecture for the countries where
by IDC Brasil with 325 IT executives this integration exists”, he says. the company is present. In Brazil,
of medium and large size companies The infrastructure offer as the the operator forecasts that the cloud
shows that 98% of them believe that operators’ service is formed by a services account for 1/3 of the IT
cloud is not a technological news portfolio devoted to companies of services growth in 2012. In Latin
any more, but a model which will all sizes, mainly the medium and America, the segment meets the
have a constant growth in the next large size ones. “The combined needs of more than 2 thousand
years. Cisco forecasts that the cloud national capillarity of Telefonica companies and, among the one
services Latin American market will and Vivo networks in the Country, thousand largest ones, 30% use IT
reach US$ 5 billion until 2013. the uninterrupted investment made solutions and connectivity. •
16
18. 1 COVER STORY
BANKS INTENSIFY
INVESTMENTS IN TIC
To follow the consumption increase and the advances of the
population’s buying power, institutions increase investments in
new electronic service rendering technologies. Mobile banking is
one of the highlights
razilians are more and more to a study carried out by Federação The Brazilian banks’ investments
B actives in their relationships
with the banks. One of the
evidences of this ascension
is the 7% increase in the number of
agencies in operation in the Country
Brasileira dos Bancos (Febraban), in
partnership with Booz & Company.
The study also identified an increase
in transactions done by the internet
banking and by mobile devices –
and expenses in technology had a
11% increase in 2011, reaching R$
18 billion. The amount of money
consolidates the industry as the
main IT user in Brazil, according to
between 2010 and 2011, according smartphones and tablets. the survey.
18
19. 6 Banks’ investments and expenses in technology reached R$
18 billion in 2011
One of the highlights of the study is observed in other countries already. In Society”. This year the event should
the 49% increase of banking operations 2010, Brazil had 9.1 terminals for every receive 19 thousand representatives of
by means of mobile devices – mobile 10 thousand inhabitants, with 4295 banks, of other financial institutions
banking -, such as smartphones and transactions per month. In the United and IT companies, and will register
tablets. According to the survey, there States, there are 13.8 terminals, with up to 1.9 thousand congresspersons
are 3.3 million current account clients 2303 transactions per month. (maintaining the international profile
in Brazil with access to the banking This and other information will of its congress). Among the most
services by mobile devices. In 2010 be submitted and discussed during important banks congresses and the
they were 2.2 million. Ciab Febraban 2012, to be held in São best TIC exposure in the Country,
Febraban forecasts show that until Paulo, with the theme “The Connected the event should have about 200
2018 the transactions by mobile
devices will be as expressive as those
expositors. •
6 INNOVATION SPACE:
made by the fixed internet. The data
show that, in 2011, 42 million current
account clients used the internet to OPPORTUNITY FOR STARTUPS
access the banking services, 11%
more as compared to 2010 (38 In its 8th edition, Espaço Inovação, a joint initiative of Federação Brasileira
million). In 2002, the current account de Bancos (Febraban) and Instituto de Tecnologia de Software (ITS), will
clients who have access to internet count of Cisco do Brasil support during CIAB 2012. The initiative tries and
were less than 9 million. According to identifies, among Brazilian startups, solutions that contribute to the banking
Febraban, the annual average growth and financial area modernization, by improving the service rendering quality
was 18%. and by increasing the safety, among other factors.
There were a total of 66.4 billion
banking transactions, 12% more than “The objective is to add value to the financing services in Brazil”, explains
in 2010. Out of these, 15.7 billion Descartes de Souza Teixeira, council president of ITS and coordinator of the
were via internet, a number that is selection committee. “The companies and solutions that we have chosen
25% higher than in 2010. In the case of are so good that today many of them are suppliers of the banking sector,
ATMs, a total of 9 billion accesses were some with their own booths in CIAB.”
recorded, representing a 14% growth
as compared to 2010, when there were Espaço, says Teixeira, represents a great contribution for the banks
8.6 billion transactions innovation. An evidence of this is that Febraban keeps on the initiative year
The number of ATMs reached after year. It is the largest collective stand of the event, with 24 exposed
182 thousand, as compared to 179 solutions, and is the most visited stand as well – in 2011 it received more
thousand in 2010. The study also than 4 thousand interested visitors. “Espaço is the great success of CIAB”.
shows that the ATMs penetration rate
in Brazil reached similar levels that are Mobility and safety promise to be the great highlights of this year edition.
And there is a big anticipation of success. “The committee evaluated
that the solutions quality this year is higher than those of previous years”,
6 42 million current account commemorates Teixeira. “The visitants will be surprised with what our young
clients used internet to people are doing.”
access the banking services
19
20. 1 COVER
CUSTOMER OR
PARTNER, IS THIS
THE QUESTION?
Brazilian team of HSBC PI network support is the only in
the Group all over the world to have 100% of its
professionals with CCNA Cisco certification
he drive and the high certifications and instructor of Cisco Managing more than 7 thousand
T investment of Cisco`s
par t ner s in t raining
and certificating their
professionals, in a number of the
manufacturer`s technological
Networking Academy Program. network devices all over Brazil,
Souza says that the team has no
opportunity whatsoever to make
mistakes, “for this reason we have
to do right and in the best possible
categories is common place. Unusual, configuration the first time, to enable
however, is to see a customer with stability and availability”.
the same dedication, and more, with For him, the fact that banking
a number of certified professionals services are considered a commodity
that is equivalent to a Silver partner. turns the services availability into a
This is HSBC Brasil PI network team`s great competitive differential. As
profile, accountable for the whole the persons are increasingly more
bank network, the world standard dependent on cards and the banks
of which is Cisco. provide more and more services
The 16 persons of the group deal by the electronic channels, there
daily with projects, installation, is a higher pressure for availability
layout and managing of routers, on the network, according to the
switches and all the net devices that executive. “I use to say that through
are present in the infrastructure. HSBC network passes money, not bit”
The certification, points out Marcos “We already have two reveals Souza.
Souza, PI network area manager, is persons with CCNP The professionals` certification
important because it is translated into certification, which plan was forecast for three years and
innovation, better service and more began in 2011. The initial boa leas
availability for the bank`s clients.
requires three tests. In that 100% of people had the CCNA
“We have no core switches of the 2013 we will have at least (Cisco Certifies Network Associate),
network with more than 4 year uptime, two persons with CCIE the second certification in the
and we only arrived to this stability pyramid, as in 2010 a new entrance
and all the rest of the team
level due to the team`s capacitation, certification – CCENT (Certified
i.e., something that I call do to right with CCNP certification” Entry Networking Technician) – was
the first time”, says Sousa, owner of all — MARCOS SOUZA, OF HSBC created.
20
21. Three companies are involved 6 Three companies are involved in the project: HSBC,
on the project - HSBC, Dimension Dimension Data (integrating) and Cisco, the two latter ones
Data (integrator) and Cisco, the two supplying the vouchers for the tests
latter ones supplying the vouchers
for the tests. Already in 2011, 100% Another innovating solution: that the team could incentive new
of the bank`s PI network team was “HSBC is the only bank in Brazil attitudes, new ideas and a number of
awarded the CCNA certification, to offer access to WiFi internet in innovations that have been consistently
a requirement that now is also the airports with VIP lounge, sharing recognized by the internal programs, as
entrance door for trainees. “Our work Infraero`s WiFi infrastructure. is the case of Destaque HTS, a quarterly
requires this knowledge… We need a Today the people`s certification acknowledgement for the good ideas
high standard…”, says Souza. level guides the team`s training and attitudes that made a difference in
He reveals that the goal for 2012 is plan, and it is considered in the IT. “Our team already has 17 awards”
to have at least one CCIE (Certified performance evaluation, which says a proud Souza.
Internetwork Expert) and says that has a bearing on the bonus. The One of the awarded ideas is called
the group is already on this way. We HSBC team is equivalent to a Cisco “HSBC e a Mina de Ouro na Terra do
already have two persons with CCNP Silver Partner and is looking for Sol”, an activation solution of a Banking
certification, which requires three new certifications to win the Gold Service Rendering Station using BPN
tests. In 2013 we will have at least two Partner profile until 2013. “We are a Internet in a mining company, where
persons with CCIE and all the rest of technology company, we are a bank no Telecom operator offered resources.
the team with CCNP certification. and everything is done with personal Another winning project was the
This effort brought interesting effort in and out the work hours”, network cables recycling. The cable
gains – a number of persons who points out Souza. “There is also a were taken from the bank`s installations
made CCNA (routing) are looking mentoring initiative, where he/she by a partner company. “Much more
for other specialties. “We already reached a higher certification has, by that the awareness which generates
have people with double CCNA function, to help the others”, he adds. acknowledgement, today we have a
such as routing + wireless, routing + Due to this agitation that is generated powerful motivation, innovation and
safety”, confirms Souza, saying that
the movement is producing results
by the certifications, the executive says management tool”, concludes Souza. •
in other teams as well, such as the
second level support team, which
already has two professionals with
6 Get to know Cisco`s certifications
CCNA. “Now we are taking the idea
to the first level team and we hope EXPERT
to have at least one CCNA by year CCIE (Cisco Certified Internetwork Expert)
end”, he says. Capacitation: Routing and commuting; WAM commuting: ISP dialing: SNA/
Another very important gain is IP 2: Project
the innovation. HSBC, according to
Souza, was the first and only financial PROFESSIONAL
institution in Brazil to attend Projeto CCNP (Cisco Certified Network Professional)
de Troca de Tráfego do Comitê CCDP (Cisco Certified Design Professional)
Gestor da Internet Brasil (PTT- Capacitation: Routing and commuting: WAN Commuting
BR), a kind of free zone of internet ASSOCIATE
traffic change, through which 20% CCNA (Cisco Certified Network Associate)
of the bank`s internet traffic passes CCDA (Cisco Certified Design Associate)
“with excellent performance and Capacitation: Routing and commuting: WAN commuting (just CCNA)
meaningful savings” he says.
21
24. 1COVER
ON THE VIDEO WAVES,
HSBC WINS EFFICIENCY
Bank renews infrastructure and expands the use of
videoconference in internal processes
he biggest customer of Cisco concerned, they are installed in the jumps of efficiency and productivity”
T WebEx collaboration platform
in the world, HSCB has found
in the images transmission
systems a solution to increase its
efficiency and its productivity gain.
bank`s facilities which concentrate
a higher number of users and where
those who need an interaction with
the rest of the company are.
he adds.
To propitiate the adoption of
video platforms, the HSBC IT team
needed to promote an upgrade of
the infrastructure and used the
Thus, the institution`s Brazilian banking Training opportunity to integrate the services
operation devoted the year of 2011 to The video transmission also works in the same network. Thus, the
update and expand the videoconference as a training platform for the agencies` previous environment, devoted to
rooms to 63 points, with video endpoints employees. The environment establishes the video transportation, was totally
throughout the Country. The movement the leveling and standardization concept replaced by an IP network. “The V35
altered all the professionals` behavior of the bank`s services by means of good network does not exist since a long
and they have changed displacement practices promotion. time. It was created when the bank
habits and have recorded more agility “The purpose is to identify good implanted its first videoconference
in internal communication. practices in a certain segment, and to system, but 4 or 5 years ago it
“The interaction by video seems transmit them to the others” points was migrated to IP, with pieces of
to be a more effective one. Today, out Leon. “Together with the coaching equipment that showed limitations
our users have intensified the service, the initiative has resulted in as compared to QoS and the band
search for a videopresence system”, speed, and this degraded the quality”
summarizes Angel Leon, manager of recalls Leon.
HSBC collaboration area, about the In the technological upgrade, the
internal public`s satisfaction with the users have not only a new image
new infrastructure offered in Brazil. standard, now in HD, but also have a
The videoconference rooms, higher connection speed of 512 Kbps
according to him, are not exactly and some rooms for up to 2 Mbps,
new to HSBC, reminding that the besides the use of telepresence.
bank uses this resource for more than
15 years. Bur the adoption of video Telepresence
personal systems calls the attention In the next few months, HSBC should
on the present behavior. “Beginning also have installed a telepresence room
with notebooks and desktops, the in São Paulo condominium, similar to
users can either make point-to-point those already existing in the operations
conferences or telephone calls, or even “The interaction by video all over the world
use the multipoint system”, explains Angel Leon informs that “The
the manager.
seems to be a more infrastructure updating opened the
Today a group of approximately effective one. Today our way to the HD video, the infrastructure
750 managing level users has an users have intensified services sharing~. According to
intense utilization of the system, him, the bank now dispenses ISDN
the search for a
and the trend, according to Leon, (Integrated Services Digital Network)
is of a fast growth. As far as videopresence system” connections to communicate with
the videoconference rooms are — ANGEL LEON, OF HSBC other companies or institutions. •
24
26. 1 THE CUSTOMER S VOICE
CUSTOMER`S
MICHAEL PAGE
OUTSOURCES SYSTEMS
AND IP NETWORKS
With a three year term, a sealed agreement
America, the choice resulted from
with Dimension Data includes more than 700 the good and long relationship which
pieces of equipment such as telephones, already exists between both companies.
“Dimension Data implemented the
routers, switches and call managers whole IP Telephony IP, videoconference
and networks with Cisco technology
in Michael Page`s Latin American
offices. We have always had a fine
relationship with its professionals who
have a qualified profile and meet our
needs. This is why we signed this new
agreement”, he says.
With the agreement, Dimension
Data will be accountable for the whole
maintenance of Cisco`s equipment
existing in Latin American Michael
Page. The structure involves 700
telephones, routers, switches and
call managers which will be covered
by Dimension Data`s guarantee.
The project also involves Cisco
videoconference equipment and servers.
For Cardoso, the agreement benefits
for Michael Page`s IT department
exceed the costs reduction for the
equipment maintenance. “Michael
Page`s core business is neither
telephony nor information technology.
By maintaining this service with
a qualified partner, we permit that
our IT professionals develop more
ichael Page, a global planning, development, support and strategic activities for the business”,
M company devoted to the
recruiting and selection
of executives for large
and medium size companies,
selected Dimension Data – a
management of IT infrastructures
– to develop a project which
involves the support of the whole IP
telephony structure, networks and
videoconference of the company
he points out.
Besides Brazil, Michael Page has
operations in Argentina, Mexico,
Chile, Colombia, Uruguay and Peru,
and all the company`s offices have IP
multinational company focused on in its 24 offices in Latin America. telephony structure, videoconference
information technology services According to Leonardo Cardoso, IT and networks with Cisco technology
and provider of solutions for manager of Michael Pace for Latin implemented by Dimension Data. •
26
27. TRADING ADOPTS LOW
LATENCY NETWORK IN A
CRITICAL MISSION ENVIRONMENT
Americas Trading Group renews negotiation network to
improve the services offer in Latin America
n 2012, with a visionary way, (availability) became fundamental project, they have used Nexus, HFT
I ATG (Americas Trading Group)
– a company which provides
e- commerce s er v ice s and
solutions for investors in the money-
market – decided to position itself
premises in ATG`s business.
The big challenge was to understand
the company`s business objectives
with focus in its final customers, to
offer a solution in agreement to these
state-of-the-art switch lines, and large
routers. A high availability network
was implanted, distributed in two
different data centers in São Paulo,
one of them in the Stock Exchange,
in a new market niche, being pioneer expectances and needs, also taking as well as the construction of the main
in rendering high value aggregated into consideration the very few time office infrastructure.
services in Brazil. To this end, it to accomplish the project – about 4 Later on, the same architecture was
massively invested in innovation months. replicated for data centers in Mexico
and, among the solutions, developed The purpose of the project was and Chile, increasing even more the
a multibroker products and services to design a technological structure business reach in Latin America.
platform of Electronic Trading. together with ATG executives, enabling The obtained measurements and
The initiative has a very low the company to offer its products results with the project point to
latenc y negotiation net work, in a state-of-the-art technologic a dramatic reduction in the total
execution proprietor algorithms, structure. The result would be the processing time (round-trip) of orders
negotiation screen, among other organization`s acknowledgement as to the micro seconds level (the lowest
products. the main player of routing HFT orders possible latency level with the present
in Latin America, creating a very low technologies).
Objectives latency environment for institutional ATG`s customers were benefited with
With the increasingly higher customers in Europe and in the USA. the project, as they now have a reliable
adoption of systems with HFT – The solution, designed by Proof and extremely fast access and today
High Frequency Trading technology together with the ATG`s team, was they can count on the most efficient
– higher speed and larger resiliency based on Cisco technology. For the trading network in Latin America. •
27
28. 1 INNOVATION
THE PPB (Basic Productive Process, in the
Portuguese acronym) and, therefore,
grants fiscal incentive to pieces of
INVESTMENTS equipment with high nationalization
content.
Another parcel of the R$ 1 billion
BALL IS AT STAKE budget will be applied in innovation,
transformation and socio-economic
development. Rodrigo Abreu, president
With R$ 1 billion investments until 2014, of the local operation, announced the
following initiatives: 1 – Opening of
Cisco brings routers and switches a Cisco innovation center in Rio de
manufacture to Brazil, en SP. It will open a Janeiro; 2 – Investments in a Venture
Capital fund focused on the information
researches center in Rio de Janeiro, will and communication technology and
invest in a Venture Capital fund, and will digital economy in Brazil; 3 – Local
production expansion; 4 – Intellectual
develop intellectual property agreements property and partnerships with
and partnerships with Brazilian companies Brazilian companies and entities for
the joint development of innovations
and entities to render better services to the market.
Cisco expects to generate about
he worldwide Cisco is in good Manaus (Amazonas State), a line that 800 direct or indirect jobs in Brazil
T terms with Brazil. It was this
sensation that users and
partners of the manufacturer
felt during the three days of Cisco Plus
Brazil 2012, an event during which
has been expanded twice already,
according to Rodrigo Abreu, the
company president in the Country.
This time, the project includes the local
manufacture of some best-sellers in
with these investments, by means
of its partners` eco-system and,
mainly, that they create a platform
for the high technology innovation
and entrepreneurism in the Country.
they discussed technologic trends switches and routers lines. “The investments represent Cisco
and business opportunities, among The project is aligned to the commitment to the main Brazilian
other themes. The Brazilian operation informatics law rules, which define the innovation priorities and to its long
of the company reached full legal age
(it now is 18 year old) and, with that, it
brought some victories to the Country,
summarized in R$ 1 billion worth of
investments from this year to 2014.
The local executives kept trying
and have obtained the approval to
build a local switches and routers
manufacturing plant. SãoPaulo will
host the initiative, the production of
which will begin this year already, using
the infrastructure of Flextronix, its
global partnership. The forecast is that
the first pieces of equipment will be
ready in the market during the fourth
quarter this year.
Cisco production investments in
Cisco Plus Brazil 2012 had the presence of Paulo Bernardo, the Communications
Brazil were inaugurated in 2011, with Minister, Sergio Cabral, Governor of Rio de Janeiro State, and Eduardo Paes, Mayor
the manufacture of set-top boxes in of the City of Rio de Janeiro.
28
29. term presence in this Country”, Business Edition 3000 and the Cisco
determined Abreu. Unified Communications technology
licensing for certain Telebrás telephones
Political support and IP gateways.
The ads were produced during Cisco and Intelbrás will make
the Cisco Plus Brazil 2012 opening available the Cisco Business Edition
ceremony, in Rio de Janeiro. The event 3000 using more than 10 000 Intelbrás
had the presence of Paulo Bernardo, partner channels in Brazil. The medium
the Communications Minister, Sergio size partners – with up to 300 users –
Cabral, Governor of Rio de Janeiro will be able to usufruct the benefits of
State, and Eduardo Paes, Mayor of a Unified Communications efficient
the City of Rio de Janeiro. system with professional functionalities
About Cisco Innovation Center in which can support a future growth.
Rio, Abreu informed that the plan is “The investments It was also announced a Work
to develop new technology solutions represent Cisco Transformation Power Program
especially adapted to Brazilian agreement and en understanding
needs. The center main activity will commitment to memorandum of a partnership with
be to integrate Cisco portfolio with the main Brazilian SENAC-RJ (Serviço Nacional de
technologies produced by local innovation priorities Aprendizagem Nacional), which will
companies, creating solutions that benefit more than 1000 students in
meet the Brazilian market needs.
and to its long Rio de Janeiro, who are interested in
Initially, the Innovation Center term presence in starting a network career.
will focus on solutions development this Country” The important Research and
for urban development (Smart + — RODRIGO ABREU, OF Development area, the Planetary Skin
Connected Communities), sports and CISCO DO BRASIL Institute, an independent non-profit
entertaining, public safety, education global organization for research and
and health. Additional solution areas emerging technologic innovations, by development, initially incubated by
will be integrated in 2013, including Oil supporting the development of high Cisco and by NASA, developed a
and Gas and Smart Grid/electric grid. growth small and medium companies number of agreements with Brazilian
in the technology, digital media and institutions that are leaders in the
Investment fund telecommunications industries. government`s R&D, in the academic
The Capital Venture Fund for TIC area and in the private sector for the
and Digital Economy priority will be Technology transference partnership development of decision
the incentive to the development of Cisco is also looking for platforms, about risks and resources
new Brazilian technology companies opportunities to develop agreements management, which are of fundamental
and the entrepreneurism in the Country. with local companies and entities, to importance to maintain Brazil`s
The manufacturer`s plan is to invest meet the needs the Brazilian market international outstanding position in
up to R$ 50 million, besides the key areas and to stimulate the local sustainable development.
cooperation of local investors, who technology development and, at the Abreu concluded by saying that
will become partners of the investment same time, to strength the Brazilian Cisco will keep on expanding its
vehicle to be managed by the chosen TIC sector. corporate social responsibility
funds manager. The information It was recently announce an initiatives in the Country, particularly
technology and communication intellectual property agreement with with the Cisco Networking Academy
Brazilian market has a huge economic Intelbás to supply the growing market program, which has about 25 000
and innovation potential. of IP (Internet Protocol) telephony in students in Brazil yearly, in more than
By acknowledging this potential, Brazil. 250 academic centers. The program
Cisco intention is to accelerate the The companies are working together established several partnerships with
introduction of new technologies to help the small and medium size public and private institutions to
and to offer competitive advantage businesses to teach the collaboration keep the expansion of the number of
with pioneering investments in by using the recently announce Cisco students in the Country. •
29
30. 1 INNOVATION
THE HEALTH INFORMATION
INCREASES THE SECTOR
EFFICIENCY
Hospitals, clinics and laboratories invest in the information
integration, but still sin in the data safety, conclude experts during
Cisco Plus Brazil 2012 event. Advances in Rede D’Or, with the
information consolidation and the adoption of IP technology were
also pointed out
he information safety was in health theme is very discussed in measure the hospitals adherence to
T one of the most pointed
out themes during Cisco
Plus Brazil 2012. The Forum
Vertical de Saúde, which was held on
the third day of the event, showed not
countries such as the United Kingdom,
USA and Australia, which have specific
legislations. In Brazil, Associação
Brasileira de Normas Técnicas (ABNT)
already translated the generic Norm
the recommendations of norm 27001
and, in a higher punctuation, of norm
27799. They have evaluated the themes
involving safety processed and, also,
those referring to the electronic
only the hospitals penury in this area 27001 and the specific Norm 27799 medical records systems.
but also the advances of telemedicine for the health area. What we notice Gottberg explains that the electronic
and other services that explore the is that the growing information of medical records implantation, which
information and communication medical records is bringing new gained momentum in the last five years,
technology resources. challenges to the sector. changes the hospitals safety paradigm.
The survey, that was signed by Gottberg also says that Cisco Before, the data were kept in physical
Escola Paulista de Medicina and actuation in the segment has the records and the doctors and nurses
conducted by Heitor Gottbert, purpose to help hospitals to better were accountable for the guarantee
presently Cisco healthcare business define and implant the information of their reliability and confidentiality.
manager, about the Information Safety safety management, by means of a With the electronic medical record,
Management in Hospitals, showed that portfolio and a complete architecture, the data are stored in servers and it is
the Brazilian health units still have a which ranges from the edge safety to necessary to evaluate how the hospitals
long way to evolve in this area. The avoid attacks, to the internal safety, by are getting prepared to guarantee the
purpose was to identify how protected means of applicative that guarantees same reliability degree.
are the patients’ medical records. To that no information whatsoever will This, by the way, is one of the
this end, a “gold standard” was defined be taken from the company without three pillars on which the survey was
and it was applied to a selected group permission. based: confidentiality, integrity and
of hospitals. The survey was carried out in 2009, availability, with 11 chapters devoted
According to Gottberg, the safety with a series of questions used to to the norms, including themes such as
30
