1. Lucas Olocco
Managing Director Services Provider Latam
June, 2014
SP Summit - BsAs
2014

2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Market Transitions
T E C H N O L O G Y
T R A N S I T I O N S
B U S I N E S S
T R A N S I T I O N S
1. Outcomes & Results
2. Cloud & New Consumption Models
3. Software Replacing Hardware
4. OpEx Replacing CapEx
B O T H :
Cloud… IoE
Big Data / Analytics
1. Public Cloud
2. SDN / ACI / NFV… Software
Defined Integrated
Architectures
3. Mobility
4. Security
5. Collaboration
6. Technology Architectures

3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Pace of Change 2
IT Industry
Disruption
Public Clouds
SP Model
Disruptions
Software Defined
Integrated Architectures
White Label &
Open Source
Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.

4. Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Brutal Industry Shake Out… Service Providers & IT
What does it take to lead
through this transition?

5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
ACI… Industry Leading TCO
ACI vs. SDN
75% Total Cost of
Ownership Savings
NETWORK
VIRTUALIZATION +
MERCHANT SWITCHES
$40 OpEx*
$100
VM Tax
$14 Network
$25 OpEx
$15 Network
$154
$40
APP CENTRIC
CISCO
CapEx
27%
OpEx
73%
Before ACI
ACI Network OpEx
35% OpEx savings
with ACI

6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
White Box & Hidden Cost… No CapEx Benefit
CAPEX SwitchHidden Costs
§ Cost of Integration HW, OS, Overlay
§ Multiple SW release trains & Features
§ Multiple Vendors / Maintenance & Support
§ Troubleshooting
NO WHITEBOX
ADVANTAGE
3 Year CapEx
ToR Example
$5,500*
$4,000*
Whitebox
$2,500
Standalone
Sw/Rtr
SW $1,000
per year
Branded
Switch w/
integrate
d HW/SW
27%
Source: * Deutsche Bank 9/27/2013: “Whitebox Switches Are Not Exactly a Bargain”

7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco “The Disruptor” Technology Transitions
Network
Centric
Unconnected
Video
Mobile
Packet
Switched
Routed
DC
$8B $14B $1B $2B $4B $2.5B
Application
Centric
Cloud
Internet of
Everything
Voice &
Data
Bridged FixedCircuitShared

8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
#1
TelePresence
#1 Web
Conferencing
#2 X86
Blade Servers
#2 Storage:
Area Networks
#1 Network
Security
#1 Cloud*
Competitors Lacking Breadth & Architecture
#1 ENT
Routing
#1 Wireless
LAN
#1 Switching:
Modular/Fixed
#1 Voice
#1 SP
Routing
Cisco Network Security share does NOT include SourcefireCompetitors listed above are not the only competitors in these markets and share shown is relative share versus listed competitors
Customers’ Problems… OpEx à Integrator, Speed of Services Delivery
#1 = 12 #2 = 4 #3 = 2
Cisco
Citrix
Microsoft
Adobe
IBM
Intercall
Other
Cisco
Brocade
HP
Qlogic
Juniper
Other
Cisco
HP
IBM
Dell
Other
Cisco
HP
Juniper
Huawei
Brocade
Other
Cisco
Alcatel-Lucent
Juniper
Huawei
Other
Cisco
HP
Juniper
Huawei
Other
Cisco
HP
IBM
Dell
EMC
Other
Cisco
Avaya
Unify
Alcatel-Lucent
Aastra
Other
Cisco
Aruba
Ruckus
HP
Other
Cisco
Polycom
Huawei
Logitech
Vidyo
Avaya
Sony
Other
Cisco
Checkpoint
Juniper
Fortinet
McAfee
PaloAlto
Other

9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Lead The First Two Transitions…
We Must Lead the Next One
20102005 Today
VIRTUALIZATION
IP
CONVERGENCE
APPLICATION
ECONOMY

10. Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Architectures & Silicon
Differentiated ASICs…Custom & Merchant Strategy
Set-top box:
1 ASIC
UCS:
7 ASICsCat3K:
2x ASICs
Cat4500
Linecard:
4x ASICs
Nexus 2-7K:
30 ASICs
100G DWDM:
Optical ASIC
CRS-3
Linecard:
7 ASICs
CRS-3 Fabric
card:
3 ASICs
MDS 9K:
9 ASICs
Custom Silicon Merchant x86

11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Enterprise &
Commercial
Service
Provider
Cisco’s Cloud Evolution – Moving to Our Second Phase
PUBLIC
PRIVATE
#1 in Cloud
Infrastructure
HOSTED /
MANAGED
#1 in Application
Centric Cloud
HYBRID
Enterprise
Priorities
§ Flexibility
§ Lower TCO
§ Agility
§ Security
PUBLIC
NFV
Service Provider
Priorities
§ Lower OPEX
§ Time-to-Revenue
§ Service Innovation
#1 Platform for
Internet of
Everything
Cisco
Cloud
Services

12. Cisco Confidential 12© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Technology
transitions
Business
outcomes
Market
growth
Software is Critical to Cisco’s Growth

13. Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Monetization & Usability
Ecosystem
Network Effect
Core Value
Elements of a Successful Software Platform

14. Cisco Confidential 14© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Software Platforms to Drive Growth
PRELIMINARY
DC WANAccess IoT
Evolved
Programmable
Network
Enterprise SP OT
DC $6.3B Enterprise Networking $16.4B SP Routing $4.0B Conn’t Ind. $0.1BSP Mobility $0.9BSP Video Inf. $3.8BFY13 Revenue
Infrastructure
Unified
Platform
Application

15. Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved.
CISCO EVOLVED
SERVICES PLATFORM
Infrastructure
Unified
Platform
Application
Cisco Software Platforms to Drive Growth
IoT SOFTWARE
PLATFORM
PRELIMINARY
DC WANAccess IoT
CISCO ONE SOFTWARE PLATFORM
Enterprise SP OT
DC Access WAN NFV IoT
SECURITY SERVICES AND APPLICATIONS
Video Mobility
CLOUD ENABLEMENT PLATFORM
IoT Connectivity
Platform
App Enablement
Platform
3rd party
apps
3rd Party
Apps
Service Orchestration
Cross-Domain Orchestration
COLLABORATION PLATFORM
UC TP
HCS-
LE
Cust.
Collab
WbX Cloud HCS 3rd Party
Apps
IoT
Apps
Collab
Apps
Evolved
Programmable
Network

16. Cisco Confidential 16© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What’s Wrong? Why Is IT Slow?
Enterprise Infrastructure
Element Management
Controllers Virtual Services Infra Security VM Managers Point Tools
Orchestration Security & Compliance Performance Visibility & Monitoring
Data
Center WAN
ProvisioningSlow – Poor Agility Difficult to SecureExpensive to Operate
Access

17. Cisco Confidential 17© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What’s Wrong? Why Is IT Slow?
Enterprise Infrastructure
Element Management
Controllers Virtual Services Infra Security VM Managers Point Tools
Orchestration Security & Compliance Performance Visibility & Monitoring
Data
Center WAN
Provisioning
Access

18. Cisco Confidential 18© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What’s Wrong? Why Is IT Slow?
Enterprise Infrastructure
Element Management
Controllers Virtual Services Infra Security VM Managers Point Tools
Orchestration Security & Compliance Performance Visibility & Monitoring
Data
Center WAN
Provisioning
Access
Cisco ONE Platform
Cloud Enablement Platform
ACI

19. Cisco Confidential 19© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Software Architecture Principles
of the Application Centric Infrastructure
Policy-basedConfiguration-driven
Application-centricInfrastructure-centric
Network-wide managementElement management
Built on Powerful Network Platforms

20. Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Infrastructure
Domains
Enterprise
Architectures
Suites
Network-wide
Policy & Control
Data
Center
AccessWAN
Cisco ONE Software Platform: Enabling Our Architectures
Application Policy Infrastructure Controller (APIC)
Unified
Data Center
(UDC)
Application-driven,
policy-based automation
of network and compute
infrastructure
Intelligent WAN
(IWAN)
Deliver a secure,
uncompromised user
experience across any
WAN connection,
leveraging the Internet
Unified Access
(UA)
One network, one policy,
one management across
wired and wireless
networks
Security Services and Applications

21. Cisco Confidential 21© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Built on Foundation of Cisco ONE SP Architecture
Applications
Unified Platform
Policies and Automation
Infrastructure
Physical and Virtual
Applications
Evolved Services Platform
Service Broker “Business Intents”
Catalog of Virtual Functions
Service Profile
“Operational Intent”
Orchestration
Engine
Evolved Programmable Network
Storage NetworkCompute
OPEN
Multi-vendor and
based on open
standards & API
EXTENSIBLE
Comprehensive modular
capabilities spanning
entire SP architecture—
cloud, video, mobile
and fixed
ELASTIC
Seamlessly and
dynamically scale
services and
resources whenever
and wherever needed.

22. Cisco Confidential 22© 2013-2014 Cisco and/or its affiliates. All rights reserved.
As-a-Service
Cloud-based
Scale and Delivery
Simplified Purchasing Models to Transform Business
Repurposed on the Fly Open Interfaces to 3rd PartiesElements that Plug n’ Play
Virtualized Functions +
Orchestration + Element
Integration SLA certified
(Packaged Service Insertion)
Individual Virtualized
Functions
(Drop in Elements)
Virtualized Functions
with Service
Orchestration
(Integrated Capabilities)
OSSBSS
Term-based/Perpetual/Metered pricing Priced as integrated solution Pay-as-you-go

23. Cisco Confidential 23© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Orchestration
Engine
Services
Virtual
Functions
Competitors vs Cisco
Orchestrator
NFV
(CloudBand)
SDN
Controller
(Nuage)
Virtual
Router
(VSG)
vEPC
MME/SGW/
PGW
Virtual Router
(vPE)
DC Switch
QFX
vEPC
MME/SGW/
PGW
vGI-LAN
vEPC
MME/SGW/
PGW
vGI-LAN vEPC
MME/SGW/
PGW
Video Network Mobile
QvPC
Quantum
Services
Platform
CSR 1000v
Videoscape
Media Suite
API GW
vWAAS
Videoscape
Distribution Suite
Quantum SON
Nexus 1000v
Virtual
Subscriber
Database
vASA
Virtual DPI
Quantum
Analytics
Quantum
WAN Orch.
Virtual Load
Balancer
vWLC
Virtual
ANDSF
Videoscape
Control Suite
vISE
Virtual IOS XRQvBNVirtual IPS
Virtual
SaMOG
Quantum
Policy Server
Quantum
Service Bus
Provisioning Services
Prime Suite
Orchestrator
NFV
(CloudBand)
Compute & Storage
Services
Partners&
Network Services

24. Cisco Confidential 24© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Expanding Our TAM…
Data Mobile CloudSocial Security
LOB OT
Products + Services Outcomes
IoE
IT

25. Cisco Confidential 25© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Services Evolution
Supplier Operating Model
Product Focused
Basic Offer:
Level 1
Supplier
Complex Offer:
Level 2
Supplier
Optimized Offer:
Level 3
Supplier
Outcome Offer:
Level 4
Supplier
Product Connected Product
Technical Design Services
Implementation Services
Education Services
Support & Maintenance Services
Adoption Services
Cloud
Services
Automate
All-In
Bundle
ManualAS
TS Cisco Cloud
Services
Platform Services
and Analytics
Outcome Focused
Operate Services
Security Services
Consulting Services

26. Cisco Confidential 26© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Consulting Services – $1B Opportunity
Business
Consulting
Internet of
Everything
Industry and
Business
Architecture
Analytics
/ Big Data
Technology
Consulting
Next-
Generation IT
Mobile
(Collaboration)
Cloud Security
Build & Manage
$+++M
Fee / Use
Case / Strategy
& Plan
Strategy & Plan
Fee
Value Assessment
Pre-Sales
Executive Exchange

27. Cisco Confidential 27© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cloud and Managed Services Offer Evolution
Managed Services
Customer-Owned/Cisco-
Operated
Hybrid
Cisco-Owned/Cisco-
Operated
SaaS
Cisco-Owned/Delivered via Cloud
Video / TP
UC / UCC, R&S
Security
Mobility
Managed CPE
Data Center
CaaS
Wi-FiaaS
MCPEaaS
DCaaS
MTD
Analytics/SAS
SolvDirect /
Service Grid
CPE Brokerage Services
(Channel)
CMX
OSSaaS
(Fulfillment Only)
Energy Wise / Joulex
FY14 Ready FY14/15 Ready (prelim) FY15/16 Ready (prelim)
SubscriptionBased
UtilityBased
People Heavy/Low Automation Software Heavy/High Automation

28. Cisco Confidential 28© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Platform and Analytics
Mobile Apps | Web Apps | Custom Portals
Engagement / Experience / Self Service
App Security | Federated Identity Management
App Platforms – Cloud, Mobile, M2M, Fog
API Management
B2B Services
Process / Vertical Exchanges
Integration Services
App-to-app, Cloud-to-Cloud, M2M
Analytics
Data @ Rest & Data in Motion
Data Services
Virtualization, Management
Infrastructure Services (Network, Compute, Security…)

29. Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Automated Testing
Built by developers – no separate Q/
A
One Team
Dev, PM, QA & Ops work
together
Regular Client Updates
Client builds part of the
process
More Code, Less Talk
Light on documentation
and process
Continuous
Delivery
Fully Automated
Daily deployment to
OpenStack

30. Cisco Confidential 30© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Our Biggest Opportunity:
Internet of Everything
Private
Sector
$14.4T
Public
Sector
$4.6T

31. Cisco Confidential 31© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Mobility (SP)
IoE Route to Revenue… IoE as Multiplier Accelerator
SP Routing
Enterprise Networking
Data Center
Collaboration
Services
Security
Video (SP)
$980M
$318M
$236M
$176M
$167M
$72M
$19M
$13M
$1.97B
46%
FY14
New TAM
(Products &
Sales Motions)
$440M
37%
$269M
138%

32. Cisco Confidential 32© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cloud
service providers
Business process
outsourcing
Support
services
Influencer
IoT
Inside / outside
sales
Financing /
credit
Metering
and billing
Infrastructure
services
Training
Analytics
Technical
services
Managed
services Process
consulting
Technology
provider
Systems
Integrator
Delivery and
fulfillment
Technical
consulting
Distributor
Market Transitions require new Market Capabilities
Flexible
Consumption
IT & LoB
Customer
Solution
Integrator
Solution
Integrator
Business
Consulting
Business
Consulting
Hybrid ITHybrid IT
SW Developer
& ISVs
SW Developer
& ISVs
Vertical
Expert
Vertical
Expert

33. Cisco Confidential 33© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Introduction of the Cisco Partner Ecosystem
Solutions
Providers/
Systems
Integrators
Technology
Partners
Distributors
Learning
Partners
Service
Providers
(SPs)
Cloud
Partners
IoT
Developers
Independent
Software
Vendors
(ISVs)
Consulting
Partners
Services
Partners

34. Cisco Confidential 34© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Next Generation of the Channel Partner Program:
4 Key Objectives
Cisco Confidential 34© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Accelerate Global
Commerce
Simplify and enrich
rewards/profitability
Differentiate
with
Solutions
Enable Partner of
the Future.
Hybrid IT, LoB selling,
Expanded Services

35. Thank you.