Predictions for the Mobile Internet of 2020 from the service provider's perspective. Explosive growth opportunties, challenges, new revenue models, and next generation network architectures needed to implement these services. This presentation was used at Mobile World Congress 2010 in Barcelona.

1. Mobile Innovation: Vision 2020 Suraj Shetty Vice President, Service Provider Marketing Mobile World Congress February 17, 2010

2. Show video The Future of Mobile Internet: 4G 4G = IP = Cisco http://www.youtube.com/CiscoSP360#p/u/147/REdxrkZOZK4

3. Mobile Internet 2020: Explosive Growth, Related Challenges Next Gen Business Architecture: The New Revenue Model Next Gen Technology Architecture: The Infrastructure Needed We’ll cover… From a Service Provider Perspective

4. Mobile Video: 66% of Mobile Data Traffic by 2014 108% CAGR 2009–2014 4% 5% 8% 17% 66% Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014

5. Business Challenge: Revenue/Cost Balance is Shifting Mobile Internet IP Data ServicesVideo Services Unified Comms.Cloud Services Traditional Services Voice, SMSData Connection 5 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

6. Business Challenge: Revenue/Cost Shifting to Mobile Internet Traditional Services Voice, SMSData Connection Mobile Internet IP Data ServicesVideo Services Unified Comms.Cloud Services 6 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

7. B2B2C Two-Sided Markets Platform Examples Industry Side 1 Side 2 Credit Card Networks Customers Merchants Retailer of Goods Customers Merchants Customers Sellers Auctions End User Search Internet Search Engines Advertisers Music/ Record Labels Consumers Artists iTunes

8. Next Gen B2B2C Business Architecture B2C B2B ContentBroadcasters ContentAggregators Advertisers ApplicationProviders SPs Will Transition from Today’s One-Sided to a Two-Sided Business Model E-tailers

9. Edge/ EPC Access/ Agg IP Core B2B2C Technology Architecture SP Services/Content Third-Party Services/Content Mobile Internet SP DC / Cloud National Data Center/ VHO National Data Center/ VHO IP Network Video Regional Data Center/VSO Regional Data Center/VSO Business

10. Intelligent Services: Context Aware Services to Any Subscriber on Any Screen IP RAN IP Core Third-Party Services/Content SP Services/Content B2B2C Presence Content/Service Owners pay to tailor services to user, device, location and presence National Data Center/ VHO National Data Center/ VHO Location Messaging Network Profile/Identity Subscriber Profile/Identity Edge EPC Regional Data Center/VSO Regional Data Center/VSO Customers pay for unique personalized services streamed to multiple devices Content Insertion B2C QoS IMS Policy SMS Dynamic and Personalized Multimedia Services Business

11. New Revenue Slow Response Fast Response Subscriber Churn Enhanced Experience Customer Loyalty Video Content Provider Video Content Provider B 2 B Content Delivery Servers B 2 C Multimedia Experience: Dynamic and Assured Delivery

12. Mobile Internet Growth and IPv4 / IPv6 Internet-connected devices accelerating at an exponential rate The ‘Embedded Internet’ will consist of over 15 billion devices by 20151 SmartGrid: 110 million households in US alone Mobility / Device Proliferation New IPv4 addresses exhausted as of 2011 Adoption of IPv6 essential for continued Internet growth Embedded Internet 1 – Intel Embedded Internet Projections