This document discusses how the internet is transforming business and the global economy. It notes that the world is changing rapidly, with economic recovery dependent on factors like speed, flexibility, and replication. Businesses now use networked IT as a differentiator and must innovate to stay competitive. The amount of data flowing over the internet is growing exponentially, driven largely by growth in video traffic. New devices and applications are emerging, and security threats are also increasing. The future of work will involve greater mobile access, collaboration, and new forms of virtual work.

1. INTERNET MARKETING MANAGER 2012
Shape Your Business For the Future:
Powering Transformation With Internet
Phan Thanh Son
CTO, Business & Partner Development
Cisco Vietnam
sonphan70
sonphan1970
cun2000vn
Internet Marketing Manager 2012

2. Our World is Changing…
Market Transitions Wait for No One
Economic Recovery… Speed, Scale, Flexibility, Replication
GDP Growth
Global Competition
Businesses Networked IT Natural Disasters
as Differentiator
New Threats…
Evolving Everyday
Safety & Security
Innovation
Public Sector Spending
Technology & Business
Architecture
Emerging Markets
Social Networking
Broadband
Productivity
Information Economy Networked Economy

3. Innovation:
Transforming the way business creates
• Innovation—defined here as the application of
knowledge in a novel way, primarily for economic
benefit—is becoming increasingly important for firms
and governments. Business leaders value it as a
competitive advantage. And government policymakers
recognize that their economies will only prosper in an
innovative environment.
• Innovation defined: Innovations have two main
characteristics. First, innovations break the mould by
applying knowledge in some novel way. Second,
innovations are the result of a chain of events that
starts with an original idea, invention or discovery, and
then proceeds

4. Broad Universe of Innovation Types
Different Types Get Traction at Different Points
Customer
Intimacy Line Extension Enhancement Marketing Experiential
Innovation Innovation Innovation Innovation
Zone Value
Platform Renewal
Innovation Zone
Organic
Renewal
Product
Innovation Acquisition
Renewal
Product Renewal Innovation
Leadership Harvest
Zone & Exit
Technology Adoption Life Cycle
Disruptive Application Value Engineering Integration Process Value Migration
Innovation Innovation Innovation Innovation Innovation Innovation
Operational Excellence Zone
Geoffrey Moore
Dealing with Darwin
Managing Partner How Great Companies innovate at Every Phase of Their Evolution

5. Global Flow of Information
5 Exabytes 21 Exabytes 56 Exabytes
per month per month per month
1.4 Billion DVDs 4.8 Billion DVDs 12.8 Billion DVDs
crossing the network crossing the network crossing the network
2007 2010 2013
Source: Cisco Visual Networking Index

6. Growth of Connected Devices
Total 500 Million Total 35Trillion
Total 1 Billion Total 50 Billion
1/10th of a Device per 140 Devices per
5 Devices per 7 Devices per
Person on Earth Person on Earth Person on Earth
2007 2010
2020 2013
Source: Forrester Research, Cisco IBSG

7. Transitioning to a Post-PC World
New choices at every layer of the Traditional Stack
PC World Post-PC World
Applications
Client OS
Server
Architecture
Devices

8. Video Will Dominate the Information Flow
Global Consumer Internet Traffic (Annual) 486 Exabytes
Video Traffic
180 Exabytes
of all
Consumer
Internet
Traffic will be
36 Exabytes Video
in 2013
2007 2010 2013
Source: Cisco Visual Networking Index

9. Video Enables New Ways to Communicate
People Remember…
20% 30% 70%
… of What They Hear … of What They See … of What They See
and Hear
Importance of Visual Content/Materials
• 30% of brain’s cortex devoted to vision, 8% for touch
and 3% for hearing
• More than 60% of communication is non-verbal
Sources: Human Productivity Lab 2006 Pearn Kandola; The Psychology of Effective Business Communications
in Geographically Dispersed Teams 2006

10. Trends in Video
• More people are watching video
• Each person is watching more videos
• People are using multiple devices to watch video

11. Growth of Software Applications
Total Mobile Apps iPhone Apps Alone Apps Worldwide
*
3,000 250,000 1,500,000
2007 2010 2013
Source: Apple, Windows Mobile, Cisco Analysis (
* Forecast of 2013 assuming consistent growth trends)

12. Increase in Malicious Security Threats
New Security Threats
624,000 2,600,000 5,700,000
(projected)
2007 2010 2013
Source: Symantec and Cisco Analysis

13. Mobile Experience Accelerates Globally
“… Globally, Mobile Data Traffic Up 5000% in 3 from 2009 to 2014.”
“… Mobile Data Traffic Doubling Every 3 Years.”
“… Mobile Data to Increase 39 Times Months.”
Source: Cisco

15. FUTURE OF
WORK
Inter-company Clusters Millennials Mobile
Collaboration of Experts Experience

17. Cloud
Web
Client Server
Minicomputer
Mainframe
1960 1970 1980 1990 2000 2010

18. Market Transition
The Internet of Things (IoT) or Industrial Internet…
Phase 1 Phase 2 Phase 3
Collaboration
Business Consumer Industrial
5%
4% The Network as the
Platform Internet of Things
Productivity
Video
3%
2% Virtualization/
Data Center
1%
1997 1999 2001 2003 2005 2007 2009 2011 2013
2000+ Social Media 2010+ Social Engagement
1990+
Connectivity Inclusion Engagement Immersive Communication
Consumerization of IT Technologies—
Video and Mobility

19. Revolution to Web 2.0
• Web 2.0 refers to the second generation of services available on the World
Wide Web that enable enhanced online collaboration and information
sharing. While Web 1.0 was passive, based on browsing and buying pre-
published pages, Web 2.0 provides an interactive platform for sharing
information.
• Emerging Medias:
– Blogs
– Digital Signage
– Email Marketing
– Mobile Marketing
– Online Communities
– Podcasts
– RSS Feeds
– Search Marketing
– Television Advancements
– Video Game Advertising
– Viral Videos
– Webinars
– Wikis

20. 21st Century Skills:
What Learners Need to Know
Learning
Life and 21st
Core and ICT
Career Century
Subjects Thinking Literacy
Skills Content
Skills
 Information Literacy
 Communication
 Media Literacy
 Technology Literacy
 Social Networking

21. Shift in The Path to Purchase
Source: Mars advertising, inc; Advertising, Marketing, and Communications
roundtable research; MLC research.

22. Evolution of the Internet
Growth/
Value THE NEXT INTERNET
The Network Platform
Media Distributed
Collaboration
Experience Sustainability Virtualized
Platform
Platform Architecture
THE FIRST INTERNET
IP Network
Vertically Vertically
Data Messaging Price/ Data Messaging Price/
Integrated Integrated
Transport Platform Performance Transport Platform Performance
Architecture Architecture
MOBILITY / GLOBAL SCALE / CONTENT IN CONTEXT / RICH INTERACTION
Time

23. Evolution of the Internet and
Cisco Strategic Focus
The Network Platform
Cisco
Strategic
Focus
Next Media
Collaboration
Distributed,
Experience Sustainability Virtualized
Internet Platform
Platform
Architecture

24. Network Platform:
Foundation for Business-Critical Capabilities

25. Network Platform:
Enabling New Business Models
Smart Grid 21st Century Virtual eRetail eGovernment Smart +
Education Healthcare Connected
Communities
Energy Education Healthcare Retail Government Cities

26. More Demanding Environment
for Business
Rising
Expectations
Consumers/Staff want the
same on-demand, authentic
Market Velocity
experiences they are used to in and Volatility
their personal lives New Competitors, New Business
37% of Workers…Use Non-IT Models, Accelerated Business
Supported Technologies at Work Processes, etc.
30% Decrease…in Product
Innovation Development Time-to-Market…
Everywhere
Innovation can come from Financial
ANYone, ANYwhere, and Pressures
at ANYtime
New Market expectations are
>50% of Product Innovation
creating conflicting growth-expense
Comes from Customers,
Suppliers and Partners at management objectives
P&G… <2% of 2500 Large Global
Companies…Showed Positive Value
Growth…

27. Maximize Shareholder Value by
Maximizing Company Performance
Execute upon robust
portfolio
Innovation
Deliver upon
Strategy architectural plays
Operational
Excellence
Strategy Improve Productivity
Increase Efficiency
© 2010 Cisco Systems, Inc. All rights reserved. 27

28. Cisco Is Evolving the Business Model
to Unleash the AND
Personalized AND Pervasive Agile AND Efficient Open AND Controlled
Partner Smart Boards, Councils Flexible
Central Services and Work Groups Manufacturing
Integrated
Technical Virtual Innovation
Workforce
Communities Theater Zone
Experience
Process Culture Technology
Engaging Customers, Employees and Partners in
New Ways Enabled by Process, Culture, Technology
Market Leadership, Rapid Growth Through
Adjacencies, Strong Profitability Through the Cycle

29. Stages of Cisco’s Evolution…
Simplification
Integration
$40B
BILLIONS
Innovation
$10B
1991 2001 2011
1985 2001 2011 2016

30. Transform Training and Event Management
Achieve Higher Business Performance
Enable more attendees and
speakers to participate,
in-person or virtually.
Engage attendees and experts in
two-way conversations
using chats, polls, communities, Participate In-Person or Virtually
social media, and social video. Host Two-way Conversations
Improve effectiveness by Improve Effectiveness
monitoring and replying to Find Just the Right Content
attendee social media comments.
Find only the video content
and speakers you want,
saving hours of time watching
entire videos.

31. Workflow Scenario (BEFORE)
ONCE
PER YEAR
LIMITED
22 INTERACTIONS
CONTENT
AVAILABLE
IN-HOUSE

32. Workflow Scenario (AFTER)
COMMUNICATE
WITH SPEAKER
COMMUNICATE
WITH ATTENDEES
VIEW RECORDED
CONVERSATIONS
FULL DYNAMIC
REMOTE INTERACTION DOWNLOAD
ACCESS CONTENT
GRANTED
AVAILABLE
YEAR-ROUND
ATTEND ATTEND FROM CONNECT
ON THE GO THE OFFICE AFTER EVENT

33. Thank you !
Cám ơn !