Cisco's channel program is gaining strength due to Cisco's growth in Brazil. The program provides incentives for partners to increase sales and profitability. There are approximately 3,500 partners, ranging from resellers to integrators. Cisco preserves margins and uses financial incentives to build loyalty among partners. The program recognizes partners based on business generation and added value sales.

1. > 4th quarter 2012 | issue 9
Cisco,
Green
and yellow
The Global
Sales
President
kicks off
a series of
investments in
the country Robert Lloyd,
President of Global Salest
SUPPORT BUSINESS CLIENT’S VOICE
Teams receive training in Cisco focuses on High performance
keeping communications SMBs using vertical networks connect
operating in disaster solutions and both new towers at the
areas business strategy Palmeiras Soccer Club
1
CISCO PARTNERS GUIDE INCLUDED

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www.cisco.com.br/desconectadosanonimos
2

3. 1
EDITORIAL
SUMMARY
SHORT ARTICLES
04 Emergencies
T
he disaster response team keeps
communications operating in disaster areas
A STEP FORWARD
06 Metro Ethernetchallenges service providers
A
n event held in São Paulo, concludes that
technology still
I
f there is a way to translate a company’s level of commitment with the ALLIANCES
economy in which it is inserted, this interpretation must be based on
the investments it makes. A step that made us very proud in 2012 and
08Channel Programstrength due to Cisco’s
T
he initiative gains
growth in Brazil
that culminated with Robert Lloyd’s visit, Cisco’s Vice President for Global
Operations, to inaugurate the router production line. 10 Live!event reaffirms the brand’s presence in
T
he
Mexico
Latin America
We are proud, not only about the investments announced, but also of the
consistency of the growth plan designed by Cisco in Brazil. 12Majorjoinscreate competitive solutions
C
isco
manufacturers united
makers to
major software and hardware
The project, as announced, includes the manufacturing of equipment, investments
BUSINESS
in RD and in alliances with Brazilian companies, sustainability actions, such as
the training of low-income young apprentices, besides other initiatives structured 16 Endurance
E
xecutives tackle the most difficult mountain
bike challenges in the country
with our partners nationwide.
In an interview to LIVE Magazine, Lloyd guaranteed that this is not a spur of 18 Market andpresent their strategies towith
D
Share
istributors
maintain increase their business
attract,
the moment thing, but a long-term commitment and that we are ready to proceed resellers
and contribute to the sustainable growth of the economy. Our focus will not be
restricted to the major telecommunications corporations or service providers. 20 Showroom showroomssolutions more
P
artners use
demonstrations to make
and technical
We are also making efforts to support small and medium-sized businesses, as appealing and increase the number of
clients
well as innovative initiatives and new technologies, whether they are headed by
Cisco, its global partners or even by the local projects. 24 Small Businesshave up tobusiness with
T
he strategies to increase
companies that 99 employees
In terms of alliances, this issue contains the Cisco Partners’ Guide, a new idea
from the Marketing department to help identify the companies working along 28 COVER Robert Lloyd,that Brazilglobal
I
NTERVIEW: Cisco’s
with our brand. Vice President, believes will
maintain its investments and will continue to
The special section lists Cisco’s partners in the following categories: Distributors, grow even after the upcoming major sports
events
Business Partners, Training, Managed Services and Strategic Alliances.
The guide can be found in this issue and also by electronic means, such as the 32 Cooperationrevenue with its partners
C
isco shares
in order to stimulate the growth of unified
Internet, tablets, and Smartphones. communications
Another facilitator to our local business.
Finally, on behalf of the entire Cisco Brazil team, I’d like to celebrate and share 34 Telemedicine service to all and
T
echnology improves
speeds up processess
this incredible year with our clients and partners and wish you all a new year with THE CLIENT’S VOICE
even more achievements.
36 Unified Communications its platform
T
he Sicoob Trentocredi replaces analog
telephones with the Cisco/Intelbras
Enjoy your reading!
38 Highnew towers atnetworks will integrate
H
performance
igh performance
both the Palmeiras Soccer
Marco Barcellos Club
CONNECTIVITY
40 Retail
C
isco presents solutions for Varejo 2.0
42 Themarket test, in house, what they offer to
I
shoemaker’s children…
ntegrators
the
CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL INFRASTRUCTURE
TEAM RESPONSIBLE Editorial Board Copywriting officer Art
CISCO DO BRASIL
President
Rodrigo Abreu
Adriana Bueno, Carolina Morawetz,
Isabela Polito, Isabella Micali,
Jackeline Carvalho, Kiki Gama,
Mariana Fonseca, Monica Lau e
Jackeline Carvalho
Reporters
Jackeline Carvalho
Marcelo Vieira
Marcelo Max
Cover
46 2012presents solutions, discusses trends
C
isco
FUTURECOM
and announces partnerships
Marco Barcellos Mayra Feitosa Glenn Douglas
Engineering Officer
49 Datapartners team is dedicated to the UCS
Marcelo Ehalt Production Review Desktop Publisher Center
Comunicação Interativa Editora Comunicação Interativa Intergraf
Channels Officer Press Service N
ew
Eduardo Almeida Journalist in Charge In Press Porter Novelli
Jackeline Carvalho Prints
Marketing PR Officer MTB 12456 Translator 5000 exemplares
Marco Barcellos Amanda Dardes
3

4. 1 SHORT ARTICLES
IN CASE OF
Incident Response Teams (DIRT),
which operate satellite-based easy-
to-assemble network equipment, in
EMERGENCIES ... addition to advanced technologies
– such as 3G, switching and
VoIP, among others – and Cisco
... the Cisco Brazil disaster response emergency vehicles (or NERVs).
These volunteers, which are company
team is ready to keep communications employees, are trained to provide
operating in disaster areas assistance in disaster areas.
In the US there are teams on the
East and West Coasts. “Helping in
incidents around the world with only
two teams was difficult,” said Tiago
Silva, a TacOps member and in charge
of coordinating the DIRTs. “We then
created an international expansion
program in key areas of the world in
order to meet the requirements faster,
and also to facilitate matters from a
cultural point of view.”
The first international team was
created in 2010 in China. Then, in
December/2011, another two teams
were created in Europe (United
Kingdom and Russia). Earlier this
year, Tiago Silva came to Brazil
with the purpose of creating and
training the South-American team,
with headquarters in São Paulo. The
Brazilian team will provide support
DIRT volunteers from Brazil learn how to operate the emergency communication kits to incidents occurring in Brazil, in
other South American countries and,
W
ith the arrival of Fundamental in establishing if required, in Central America.
s ummer and the communications between the affected The required infrastructure was
rainy season, certain areas and the rescue teams, services established at Cisco Brazil headquarters
areas in Brazil have to such as internet and telephony, can so that the Brazilian team’s equipment
keep an eye on the possibility of make the difference when it comes can be operated: four routers and two
natural disasters, such as floods and to saving lives. With that in mind, in portable emergency communications
landslides. Tragedies such as the one 2002 Cisco created TacOps (Tactical kits. Among the volunteers in Brazil
that affected the mountain regions of Operations Support), a team of are employees from all departments,
the state of Rio de Janeiro, in early volunteers that keep voice and data including directors and technicians. “It
2011, causing over 900 deaths, are communications operating during is important that people acknowledge
responsible for a series of difficulties tragedies, even at the most remote and promote the existence of this group.
not only to the population, but also areas on the planet. The next time a disaster occurs, the
to those working in the rescue and The TacOps team is responsible organizations needing our assistance
assistance to the victims. for managing Cisco’s Disaster •
will be able to request it,” added Silva.
4

5. 5

6. 1 SHORT ARTICLES
METRO ETHERNET
STILL CHALLENGING SERVICE
To Cisco, telecom companies must plan their migration
observing the quality of the new services being provided
D
uring MEF (Metro Ethernet both services. “However, the scenarios
Forum), held in October in are challenging and different; Wi-Fi, for
São Paulo, Cisco, Calix and example, makes use of a non-exclusive
DragonWave executives, frequency, therefore, you tend to suffer
among other market leaders in the more with interferences,” he added.
Carrier Ethernet market, presented In terms of migration from traditional
the technology trends to the service networks (TDM) to the Metro Ethernet,
providers and, among the technical Moura affirms that operators need to invest
issues, presented the challenges to
C
in networks and provide quality services.
manufacturers, telecommunications “The TDM networks are easy to operate,
M
providers and professionals. always responding well to the services and Y
According to Emerson Moura, one to performance management issues. So, CM
of the MEF leaders and Cisco solution when providers start looking at the Carrier
“In 2016, the Metro
MY
architect, the Carrier Ethernet provides Ethernet world, they need to think about the
•
CY
billionaire opportunities. “In 2016, the Ethernet market may delivery of a quality services,” he observed.
CMY
reach US$ 48 billion K
in technological and
service sales”
— EMERSON MOURA, FROM CISCO
market may reach US$ 48 billion in
revenue, not only in terms of technology,
but also in services. This is an area that
grows with the increase of data traffic,”
he pointed out.
In terms of the technological
scenario, Marcelo Sena, pre-sales
manager at Calix and Fabiano Chagas,
product line manager at DragonWave,
highlighted the use of Carrier Ethernet
2.0 and networking trends such as Wi-
Fi and Small Cells. Sena considers that
“Wi-Fi uses a non-exclusive the 2.0 mode “adds services, such as “Metro Ethernet is agnostic
frequency; therefore, granularity for mobile backhaul,” and technology, which
adds that Metro Ethernet is agnostic allows several means
you tend to suffer more technology, which allows several
with interferences” means of interconnection. Chagas
of interconnection”
—FABIANO CHAGAS, FROM DRAGON WAVE affirmed that there’s a user demand for —MARCELO SENA, FROM CALIX
6

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Cabeamento Óptico Sistema de Detecção e Combate a Incêndio
Wireless Indoor e Outdoor Equipe d Técnicos Residentes
Controle de Acesso LAN Switching
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fundamentos@fundamentos.com.br Vila Bethânia - S. José dos Campos - SP
www.fundamentos.com.br

8. 1 ALLIANCES
A PASSPORT TO CISCO’S
WORLD
Channel program gains strength with the growth of the company in
Brazil; evolution must prioritize emerging technologies
A
t a time of increased business is, the greater is the incentive profitability is even higher. “Actually,
investments in the Brazilian offered to make the sale, according to what we do is encourage the partner to
and its market share, Almeida. add value and knowledge to the offer,”
one of Cisco’s pillars of One example: if the partner sells a explained the executive.
performance in the country is of even switch, he receives a certain percentage
greater importance: the channels. After as an incentive. If the sale, besides the Partners
all, it is one of the few companies switch, includes security or video Currently, approximately 3,500
whose market model is fully based on resources and collaboration, his partners are in business with Cisco.
channels; the manufacturer’s business Our profile is quite broad, ranging
model is totally oriented towards from resellers and distributors to
partnerships. system integrators, ISVs (Independent
Within this perspective, the incentive Software Vendors, who sell
programs emerge as tools that applications integrated to the network’s
provide the business partner with an infrastructure) and datacenters, besides
opportunity to increase its profitability. companies that use technology as a
Cisco preserves the channel’s margin, secondary business.
offers recognition and uses financial In the latter group, we find
factors as its means for building loyalty. constructors, for example, which
“Our channel partnerships play a along with Cisco, are able to integrate
fundamental role, since Cisco’s business technologies for smart buildings,
model is based on indirect sales,” industrial automation, among other
explained Eduardo Almeida, channels applications..
director of Cisco Brazil. “The financial There are also specific programs for
health and profitability of our partners distributors, which are not focused on
are fundamental to us. Our partners the direct sale to the client. In these
need to profit while conducting “The financial health cases, the recognition takes place by
business with Cisco,” he added. and profitability of means of the number and size of the
Cisco’s recognition program divides resellers served, besides the frequency
the channels by the generation of
our partners are in which inventory is replacement and
business and sales with added value. fundamental to us” the increase in the number of new
The more complex our partner’s — EDUARDO ALMEIDA, FROM CISCO clients, among other parameters..
8

9. Almeida explains that there are to also provide good service to the
different performance indexes, but end customer. We wish to be well 6 THREE LEVELS
that “we also recognize the distributor, represented. Our clients are quite
differentiating and providing funds and selective; therefore, our partner needs
business advantages so that they can to be consistent,” the executive added. The business relationship
feel motivated to work with Cisco”. categories with Cisco:
Horizons
Certifications “The pillar for Cisco’s channel ASSOCIATES
Certifications, in Cisco’s opinion, are program does not change,” Almeida When generating a new
fundamental elements in its relationship replied, when asked about the future of business, the partner
with the channels. “They differentiate partnerships. “Our target is profitability, receives credit over the
an opportunistic partnership from a to help our partners to earn more.” value transaction
strategic one,” pondered Almeida. According to this logic, and as the
“With certification, the partner products are sold by the company SALES WITH ADDED VALUE
establishes a closer relationship with and the manner in which they are The partner who works
Cisco.” used by the client evolves, the along with Cisco’s teams
The executive explained that it is programs will become more focused in the design of strategic
essential that the specialized partner on emerging technologies, including plans, pre-sale actions,
obtain certification, acquiring the cloud computing, consumerization, the implementation
privilege of selling certain products. etc. “Encouraging our partner to play of solutions, etc
The VIP, for example, offers conditions a more relevant role in this evolution is
of up to 20% in compensation, a quite interesting,” affirmed Almeida. VIP
percentage that can only be achieved “Channel programs in business Associated to the sales
with certain levels of certification in applications, in which the partner of complex solutions
the sold architecture. would have greater profitability by and architectures, with
“This is one of Cisco’s concerns: adding knowledge to the level of a longer sales cycle
application and to the network layer. and higher investments
Evolution takes place in this fashion.” • made by the partner
9

10. 1 ALLIANCES
LIVE! MEXICO
EXHIBITS CISCO’S STRENGTH
IN LATIN AMERICA
The event was in his debut as Latin America leader, 6,300 through partnerships – besides
visited by over
did a great job in allowing relevant
debates with clients and partners,
25 offices. •
to continue positioning Cisco as
3,300 people; the leader in the region, allowing for the
focus was on the transformation of the experience 6 NUMBERS
of countries, governments, clients
services rendered and citizens in partnership with our CISCO LIVE! MEXICO
to sectors such as ecosystem,” declared Cisco’s Latin NUMBERS
America marketing officer, Javier
health, education Camacho, emphasizing the success 05 Verticals were the target of
and government of the event. lectures and trainings
This attention that Cisco dedicates
C
ancun, a Mexican tropical to Latin America has a clear purpose. 125 Cisco executives
paradise, was the City After all, with the economic attended the Symposium
chosen to host the 2012 uncertainties in Europe and the
Cisco Live! Mexico. The weak recovery in the United States, 130 Sessions
event, held in early November, the region became the company’s
received more than 3,300 visitors focus of growth, with Brazil as the 225 Decision-making
from 32 countries to discuss how the spearhead. The company recently executives took part in the
company’s technologies – including announced investments in the management program
routing, switching, collaboration, sum of R$ 1 billion over the next
video, BYOD and others – can make four years in the country. Over 60 Cisco product and solution
sectors such as health, education, 30 thousand professionals linked demonstrations
government, manufacturing and to the company in Latin America –
finances more efficient in Latin
America.
These five verticals were the theme
for debates during the symposium,
in which more than 125 company
executives attended, in more than
130 sessions. A training program was
also offered for IT managers, which
included the participation of 225
decision-making executives. 60 Cisco
product and solution demonstrations
were presented, with the clear purpose
of increasing companies’ earnings and
productivitys.
“Rogelio Velasco, as VP host of
Cisco Live! Mexico, and Jordi Botifoll, Cisco Live! Mexico gathered 3,300 visitors in the City of Cancun, Mexico
10

12. 1 ALLIANCES
CISCO AND PARTNERS:
A BOUNTIFUL HARVEST
VMware, Panduit, EMC, Verint, Furukawa and
Fluke Networks are some of Cisco’s strategic
alliances. Together, the companies have led
areas and conquered new trends in the
global market
M
obility, convergence and presence in this segment due to its
virtual environments have activities with plant floor devices and
changed the dynamics in robots, which require an IP port – our
the corporate sector in the DNA,” affirmed Almeida.
world and, according to a research According to Carlos Gustavo Werner,
carried out by Gartner, up to 2015 it will Cisco’s datacenter business development
“When we see
become priority matters to the CIOs. manager, the focus, besides relying
Eduardo Almeida, Cisco’s channels on partnerships, is to build strategic opportunities the in
officer, reveals that, keeping an eye in alliances, such as the VCE joint Brazil, such as demand
this process, the company has been venture (VMware, Cisco and EMC). “I for infrastructure,
ready for market changes for decades, believe that the concept sold by these
time invested in alliances with players companies, both in virtualization, cloud public safety and
from different segments to conquer computing and solution development, major events, we bring
leadership in new performance areas. benefit the market,” added Werner, the partnerships that
“In During the fiscal year of 2012, when mentioning the Vblock solution.
our presence in the area of automation, “This product synthesizes our alliance,
can help the most in
for example, was higher than 80%. This since it integrates cloud computing, solving “problems” and
result reflects the strategic investment networking and servers in the same provide opportunities”
in alliances made with companies such package.” — EDUARDO ALMEIDA, DA CISCO
as Fluke Networks, which has great Almeida also added that the
12

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14. 1 ALLIANCES
partnerships take place in different can help the most in solving “problems” strategic and a proof of this is our joint
manners, such as with the injection and provide opportunities,” concluded venture, which became a company. In 2009,
of capital or the joint development of Werner. the concept of converging infrastructure
solutions. “We understand the strength Performance with partners was developed. We decided that it would be
of the company, which comprises Cisco’s portfolio is broad regarding worthwhile to enter this market, and then,
Cisco’s solution and its importance to its global partnerships, and with some VCE was created,” the executive explained.
the client, and we combine them,” he companies the partnership dates back The Panduit strategic alliance manager,
said. more than 10 years, which is the case Mark Hwang, said that the relationship
The channel area, in the executive’s of Panduit, EMC, Fluke Networks between the companies included
opinion, is strategic in this composition, and Verint, which act, strategically, cooperation from the engineering and
since it is responsible for the alliance in several areas with and for Cisco, strategic departments. “Panduit and
between partners to act in sectors of complementing solutions, services and Cisco develop solutions for physical
high demand, such as infrastructure even architectures. infrastructure and architecture for the
and major events. “When we see “The main incentive to invest in these implementation of Cisco’s technologies.
opportunities, such as demand for alliances is the market’s dynamics, We have cooperated in the launch of the
infrastructure, public safety and major which purchases and is filled with Catalyst and Nexus platforms and we are
events, we bring the partnerships that solutions that make business evolve. In sponsors of the Networking Academy,
the case of strategic partnerships, such which trains students to design, build
as VMware, EMC, Furukawa, Panduit, and perform network maintenance.
among others, each company intends to With this, we gain further knowledge
supplement the offer to better serve our on the applications and technologies
clients,” reports the channels officer. that our clients implement in their IT
For Jim Daves, sales’ officer in Latin environments and our know-how in the
America for Fluke Networks, the application layer, in network platforms,
performance in partnership exercises processing and storage, provide better
two strengths: partner and integrator. solutions for the physical infrastructure
“We are partners in the development and architectures.”
and build testing equipment that Our partnership with Verint began
communicate with Cisco’s devices, but in 1998, when the company manufactured
we also train Cisco partners, a long-lasting its first voice recorder and started installing
relationship that has helped us perform the systems for Cisco’s clients, acting as a
certification work of the copper, fiber and technology partner. Currently, Verint is
wireless facilities and has benefited Cisco a member of Cisco Developer Network
“In 2009, when the with the physical layer – infrastructure (CDN). “Due to the investments in the
concept of converging that, if not placed in good hands, partnership, we not only make sure that
degrades the equipment’s performance,” our technologies interoperate as our
infrastructure was
he reported clients expect, but we also cooperate
created, we decided With EMC, the relationship is also by providing new resources that would
that entering this market long lasting and Welson Barbosa, cloud not be possible if the companies
would be worthwhile and business director in Latin America, continued working individually,” the
so VCE was created” affirms that Cisco is one of the most company declares through its press
strategic partners. relations departmentes through its
— WELSON BARBOSA, FROM EMC
“Cisco’s development of solutions is press relations. •
14

16. 1 BUSINESS
FROM WORK
The Cisco ABR Comstor team was
formed by Cisco Brazil’s director
of operations, Marcos Yamamoto,
TO SPORTS
Cisco Capital’s accounts manager,
Caio Raymundo, and Cisco Brazil’s
president, Rodrigo Abreu. The team’s
main goal was to do something good:
Cisco Brazil executives face one of the most the company donated computer
difficult mountain bike tests in the country and equipment to the schools in the region.
But of course this was not the only thrill
give a lesson in teamwork during the competition.
“After months of training and
T
he greatest mountain bike Diamantina, in Bahia. During one week expectation, it is now time to ride the
challenge ever held in the in September, teams of two (formed trails using individual skills and qualities,
Brazil: this is how the Brazil by the relay between three members always keeping in mind that we are a team,”
Ride organizers define the of each team) compete, the 2012 issue Yamamoto wrote in the daily journals
600 km competition of mountain, of Brazil Ride had a corporate category during the competition. “Brazil Ride,
valley and river trails at Chapada for the first time. as well as in most of the projects in our
lives, no one can succeed on his own –
team members must complete each stage
together.”
To Cisco executives, participation in
the endurance test, during which they
had to face extremely dry weather and
temperatures, is also an incentive in search
of finding the balance between work
and one’s private life, and to show
how projects of this nature can help
communities that need assistance;
and also the obvious “endurance”
component.
“Better than describing the several
ups, downs, sand and stones, I repeat
Awards ceremony for the 2012 Brazil Ride winners, in Bahia what the Portuguese magazine Bike
Magazine wrote: ‘This (stage) is one of
Fabio Piva
the most difficult things to do on top
of a bike,” Yamamoto wrote, referring to
the second day of competition, consisting
of a 144-km stage.
Perseverance was the word used by
the executive to summarize the experience
after the seven hard days of competition.
Even so, what counted the most, were
the moments of solidarity during the
competition, being in touch with the
local community and with nature.
“And, we have already registered for
the 2013 Brazil Ride,” wrote Yamamoto.
Caio Raymundo and Marcos Yamamoto
“We’ll see you there!” •
16

17. Garanta eficiência
e confiabilidade ao seu negócio.
Para obter vantagens competitivas e excelência no atendimento e relacionamento
é essencial poder contar com sistemas de comunicações atualizados
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18. 1 BUSINESS
THE ICT PIONEERS
Distributors
present their
strategies to
attract, maintain
and increase
business with
resellers
L
ocated in South America,
Brazil has a territorial
extension of over 8 million km²,
the fifth largest on the planet,
with an economic ranking between 6th
and 7th. During this decade, regions that
weren’t as developed economically saw
change with an increase in consumption
by the new lower middle class, which
also changed the pace of business, in 2012 and the
demanding from companies a higher opportunities
investment in ICT (information and already foreseen,”
communication technologies). the exec utive
An economic behavior that directly emphasized. “our plan is to triple
impacts the distribution chain of A member of our turnover,
products, since it is necessary for the Westcon Group, and also being
them to be available as soon as Comstor, which calls itself the acknowledged
possible in different parts of the leader in the distribution of Cisco by Cisco and
country; and, distributors specialized products, is about to consolidate a by resellers for
in Cisco equipment, are not only fully double digit growth in 2012 and plans our operational excellence and as a
acquainted with this demand, but have to continue expanding next year, but partner that adds value to the business,”
also established differentiated strategies at a more conservative pace due to affirmed Renato Lovisi, responsible for
to attract, maintain and increase their the economy’s behavior, according to the company’s Network Business Unit.
business with resellers. Humberto Menezes, general director of The owner of a portfolio with 9,000
Carlos Tirich, Alcatéia’s business Comstor in Brazil. “We continue with a resellers, Ingram Micro accumulated
and marketing director, said that perspective of growth, but Brazil’s GDP a 35% growth increase over the last
the company intends to practically will probably present a 1% growth, two years.
double the 10-member team, directly despite the country being involved in Ingram Micro Brazil’s strategy with
responsible for the marketing of Cisco major sporting events,” said Menezes. Cisco’s products for 2013 will be
solutions in 2013, precisely due to the In the same fashion, Ingram marked by the expansion of the small
new opportunities. “Cisco is one of Micro Brazil, another one of Cisco’s and medium-sized client base, focused
Alcatéia’s main investments during distribution partners, is optimistic mainly on the safety and collaboration
the following year, due to the growth towards the future of the business: segments, which is similar to what
18

19. Alcatéia is planning. “In 2013, we are considering nearly
According to Tirich, the market 50 actions,” affirmed the business
accepts Cisco products quite well, and director when reporting that the
the distributor has assumed the role as events include road shows, events
pioneer in the small and medium-sized with sales executives, training, among
businesses market (SBM). Another other actions.
factor that has worked to increase
business in 2012 was the fact that Benefits
Alcatéia enhanced Cisco’s solution In addition to the campaigns for the
portfolio. “We gained access to 100% partners, biannual campaigns, target
of the products,” celebrated Tirich. promotions with the offer of benefits “The distributor’s project
Therefore, the distributor, according for the company or entertainment for is to promote the
to Tirich, has invested both to move the professionals, Alcatéia maintains expansion of the channel
forward in the market as well as for a channel program called Inovar,
its work to be appreciated by Cisco; with 120 registered resellers, with to technology verticals
promoting, besides the pre-sale support, biannual goals with bonuses for that are in evidence,
nearly 15 events oriented to the value the funds that may be used in the such as big data and
segment with the brand’s products. hiring or training of professionals.
“In 2013, the resellers at Inovar will
cloud computing”
also have access to Cisco products,” — HUMBERTO MENEZES,
FROM COMSTOR
Tirich emphasized.
The rendering of services
to resellers will be one of the
highlights of Comstor, the business to the area of borderless network
branch created by Westcon Group architecture, which gathers routers,
specifically to operate the Cisco switches and security platforms.
brand. “We want our partners to In order to speed up the business,
benefit from a services rendering Comstor launched Comstor
strategy designed for them,” affirmed Express, an e-commerce service
Menezes, when pointing out the that simplifies price quoting, the
importance of distributors. “The consultation of inventories and the
channel and Cisco are our clients,” he follow-up of online orders. The
added. service is available over the Internet
Comstor’s project is to promote the and will soon be launched for the
“Cisco is among the expansion of the channel to technology iPhone (there are already trial users),
three main Alcatéia verticals that are in evidence, such as Smartphones and, consequently, for
big data and cloud computing, along tablets.
investments for the with the datacenter and virtualization. “This support convenience and
following year, due to the According to Comstor’s President, reseller qualification represents
growth in 2012 and the the company is investing heavily in a differential,” emphasizes
foreseen opportunities” these markets and is already obtaining Menezes. Comstor currently
good results, already achieving the maintains approximately 60 people
— CARLOS TIRICH, FROM ALCATÉIA
same results with the collaboration, focused on Cisco, including marketing
telepresence, IP telephony, in addition and engineering. •
19

20. 1 BUSINESS
SHOWROOM
Integrators invest in showrooms and technical
demonstrations to make solutions more appealing and to
increase the number of clients
PromonLogicalis Innovation Center: demonstration and relationship area
N
owadays, it is perfectly possible and is being adopted by integrators and The permanent area is located at the
to buy a car over the Internet. ICT solution providers. One of these company’s headquarters, in the district
The process is simple, fast and companies is PromonLogicalis, which of Itaim Bibi, in São Paulo. It is a big
customized: all information has been investing in such an area since meeting room, in which solutions are
required is found on the website, usually 2011, when its Innovation Center was displayed so that the clients may test
filled with beautiful images and an opened. them. Cisco is the main partner in the
alluring language, created to convince In the cutting-edge technological construction of the Innovation Center,
the potential buyer. However, one may e n v i ro n m e n t c re a te d by therein we display wireless access
think that few customers prefer to visit a PromonLogicalis, and by partners such control solutions (ISE), cooperation
dealership personally and feel the smell as Cisco, clients have the opportunity and unified communication solutions,
of the new seats, the softness of the to familiarize themselves with the among others.
steering-wheel and hear the roar of the products that meet their business needs. The company is also one of Apple’s
engine. These solutions are part of the unified corporate partners in Brazil for
The test drive made by the majority communication and collaboration, corporate sales, and this condition is
of those purchasing cars is therefore videoconference, IP telephony, demonstrated in the Innovation Center:
very similar to showrooms. The concept corporate networks, cloud, security, the concept of mobile collaboration
has been long used by companies in wireless networks, mobility (BYOD) is demonstrated in iOS devices
the real-estate and construction sectors, and managed service portfolios. interconnected to the corporate
20

21. network and accessing tools such as PromonLogicalis made the strategic
the Cisco Jabber. These are some of the decision to operate in the large company
permanent demonstrations, however market. Up till then, the company’s
“depending on the need, we are also focus had been telecommunication
able to put temporary exhibits together,” service providers in Brazil, about a
explained the PromonLogicalis dozen companies, and with a direct,
business and partnership manager well-structured relationship focused
for Latin America, Ricardo de Abreu on the clients.
Sofiatti. “When we decided to go after the
According to the executive, the large companies, we needed a more
solutions are usually assembled for efficient way to communicate and “NEC’s showroom does
one year at least, and updated at the demonstrate what we were doing, not have the role of only
whenever the developer does the same. because PromonLogicalis, the IT and
attracting new clients,
The advantage of this system is readiness, telecom integrator branch of Promon
in other words, at any time the client Group, wasn’t well known at the time, but it is also an area that
may visit the area and all features will by the corporate world,” explained states the role of the
be ready to be demonstrated. “If the Sofiatti. Thus, the showroom was company in society”
client requires a specific demonstration, a perfect fit to the company, which
— ANDRÉ ELETÉRIO, FROM NEC
we are able to modify the laboratory. As needed to demonstrate its solutions
technology evolves, we bring in new and become a well-known brand with
resources to the Innovation Center and the target public.
also new devices as they are created.” Since 2011, when it was opened, a video automatically popping-up,
approximately 50 clients have visited besides being able to share the computer
The concept the area, nearly the number initially screen with another person in the same
The concept for the Innovation expected by PromonLogicalis meeting. Testing these resources in
Center was created approximately and a considerable proportion of person makes for a richer experience,”
two years before its launch, when approximately one third of the he stated.
company’s 160 active clients. Most The expansion of the Innovation
of the current invitations to visit the Center’s physical space is not
center are made to companies already PromonLogicalis’ current intention;
working with the integrator. The goal however, increasing the number of
is, of course, to assemble new solutions. demonstrations and features is a
However, the area also has the purpose constant goal, as new investments from
of attracting new buyers. “When there the partners increase. “We want to use
is a new client, we take the opportunity the area more and more as a relationship
to perform a corporate presentation center,” Sofiatti said.
about the company, and then moving
on to the demonstration,” explained the From the East
PromonLogicalis executive. Another initiative under operation
Sofiatti believes that the Innovation in Brazil was developed by NEC. In
Center’s main benefit is “being able to fact, every showroom created by the
abandon PowerPoint presentations,” company’s global branches is inspired
in other words, making technology on Innovation World, located in
“The main benefit from
more evident, going beyond the simple Japan. The Brazilian center follows
the Innovation Center is graphic presentations in the attempt the template from headquarters, with
being able to abandon to convince the client. “Another thing a few characteristics adapted to Latin
PowerPoint presentations” is to pick-up the telephone, call from America business the Japanese and
— RICARDO SOFIATTI, FROM one extension to the other and observe Brazilian company product and service
PROMON LOGICALIS
21

22. 1 BUSINESS
portfolios are different and aligned to equipment, including media gateways showrooms, the integrator takes those
each market. and network core routers, most of them who are interested to the datacenter
NEC’s showroom exists since the manufactured by Cisco. that supports one of its main products:
company moved to the capital of São Over the last few years however, the CaaS, a unified communication and
Paulo and started acting as solutions structure has not been much used for collaboration managed service.
integrator. It is 500m² of area, in which business purposes. “Usually we invite “The only difference to the HCS
it is displayed IP telephony solutions, clients when it is necessary to perform (Hosted Collaboration Solution) is
individual videophones, cameras, tests or to demonstrate a particular that, at CaaS, Cisco itself assembled the
projectors, displays, customized rooms, feature,” explained Soares. Over datacenter, and not Damovo,” explained
collaboration tools and management the last few years, the company has the CaaS business unit manager of the
software. worked closely with one of the major integrator, Carlos Elias. Damovo goes to
“The showroom does not have the role Brazilian service providers, a relationship the client, builds the network and does
only of attracting new clients, which that demands greater technical use of the all the necessary integration. Finally, it
in fact occurs, but it is also an area laboratory, and that explains the decrease connects to the Cisco datacenter,” he
that states NEC’s role in society and in its use for business purposes for the explained.
reinforces the brand locally,” explained obtainment of new clients. “The team is The CaaS goal is to provide simpler and
André Eletério, the company’s certainly interested in increasing its use, cheaper collaboration and communication
marketing manager. in other words, if it creates benefits for tools, with which the client acquires
In mid-2012, the company performed new businesses and new clients,” said the resource per user. Available since
a major remodeling of the showroom, Soares. May/2012, the infrastructure supporting
updating the layout to make it more the service is distributed between two
appealing. The idea was that, as Data center processing centers, in Barueri (SP) and
the company’s and the partners’ Another company, which invests in in Uberlândia (MG).
technologies change and evolve, the the contact between the potential client “Every client that has closed a deal
arrangement and permanence of the and the solution before closing the deal, with us wanted to visit the datacenter,”
solutions are renewed. “It is an area is Damovo. However, unlike traditional Elias affirmed. “This is where we
in constant change,” explained the demonstrate every kind of redundancy,
executive. the safety measures and availability. It is a
way to demonstrate that the solution is
Laboratory reliable and, in general, the client leaves
“Demonstrating to the client that a the center feeling extremely secure.”
concept is feasible is essential,” stated Besides the visits to the datacenter,
the Italtel technology director, Rafael Damovo has, at its headquarters in São
Soares. The Italian company has a Paulo, terminals connected to CaaS, which
laboratory in the capital city of São are used in demonstrations to potential
Paulo focused on IP telephony solutions buyers. Calls are made from the company,
focused on telecommunication service in particular video calls, and through the
providers. “It is not a traditional datacenter support service. The system
showroom, such as the demonstration is also demonstrated on mobile devices.
center. It is a laboratory where the client “It is still a very simple demonstration.
can, whenever necessary, make or watch In the future we intend to present
demonstrations.” telepresence resources. We want to
The laboratory exists since 2001, “In general the client call every branch through CaaS, and
when the company started its activities have clients at the Rio de Janeiro and
leaves the center feeling
in Brazil, and it had the purpose to São Paulo branches hosting video calls
allow tests to be conducted by clients. extremely secure” between them,” reported the Damovo
It has, in particular, infrastructure — CARLOS ELIAS, FROM DAMOVO executive. •
22

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24. 1 BUSINESS
SIZE DOES
METTER HERE
S
mall and medium-sized Focused on these organizations,
Cisco develops a businesses represent the Cisco developed a special strategy,
strategy to serve largest employers in several which started with the hiring business
countries. These businesses director, Ms. Plihal, to head the SMB
companies with up are also those that need specific area; including the new product area
to 99 employees technology service and solutions and finally, business models that
the most, in formats adjusted to their are differentiated and compatible
and relies on its budgets, size and payment capacity. with the client’s profile; all including
partners, in Just so you can have an idea, in Brazil, international support from the
micro and small businesses (SMBs) Worldwide Development and Sales
particular the generated approximately 70.2% of the President, Robert Lloyd (see more on
distributors, to registered jobs in April/2012, pursuant
to numbers of the General Registry of
page 28).
According to Ana Claudia, the
increase business Employed and Unemployed Workers decision of reinforcing the specific
(Caged) of the Ministry of Labor and area to business with SMBs comes
Social Affairs (MTE). from a general observation of the
24

25. entire business structure that Cisco from the “boutique” template, designed
had, observation that demonstrated
the difficulty of acting in a macro level
for major corporations, and moves toward
mass access to technology, exploring the
6 SMB PORTFOLIO
along with a segment that requires a best practices already implemented
more advisory service. around the world. The new solution provides:
According to Ms. Plihal, the decision In other words, Cisco wants, in
to reinforce the specific area for the long run, to serve as the base • An access point
business with SMBs comes from a of the pyramid, preserving the • Manageable and stackable switch
general observation of the entire Cisco major contracts kept with the apex. • VPN Router
business structure, an observation that Therefore, Cisco announced, in late • IP Telephony
demonstrated the difficulty of acting November, along with the creation of the • IP Video Surveillance
at a macro level, along with a segment SMB strategy, a portfolio of specific • UC Manager
that requires a more advisory service. products for this public.
“Looking at the current structure, “This new client has the benefit of
Cisco’s business area is huge, ranging motion and of reducing physical space,
from major corporations to the challenge but requires a connection and needs to performance, something that cloud-
of providing products to companies with access voicemail, make telephone calls based solutions fully meet,” Ms. Plihal
2 to 99 employees – a small business and send and receive videos with high pointed out.
under Cisco’s classification,” observed The new solution offers access points,
Ms. Plihal. a manageable and stackable switch,
a VPN router, unified communications
Business reorganization manager (UC) and IP telephony with
Using this observation as starting specific functionality and architecture
point, Cisco initiated a process of for the SMBs. Everything integrated
organizing the service for SMBs, oriented to analog adaptors and enabling the
by the most prominent characteristics in implementation of IP-based video
this market segment: it requires mobility; surveillance.
it has high employment rates; presents For Cisco partners, supported by the
low technology-friendly rates; chronic distributors in which the company relies to
productivity and flexibility problems increase business; the solution is already offered
and fast response to demand. with a set of good practices for pre-sale, sale and
“Another point is that most of the implementation. “The line is appropriate
small and medium-sized businesses for the market sector that requires an
already explore the e-commerce and internet access link, safety control and
social networking benefits,” stated connectivity,” stated Ms. Plihal.
Ms. Plihal, when concluding that it is “This is the area Cisco’s goals for this small and medium-
a segment that demands increasingly sized business area (SMB) are very
presenting higher growth
technological solutions, in particular ambitious and will change the market’s
regarding connectivity. in Cisco’s business” configuration over the next 3 years, she
Thus, the new Cisco business area is far — ANA CLAUDIA PLIHAL, FROM CISCO said. •
25

28. 1 COVER
CISCO, GREEN AND YELLOW
Robbert Lloyd,
Cisco’s President
for global sales,
reveals the
company’s belief in
Brazil, he also
comments on the
European
economic crisis
and its impacts on
the global
economy, and
makes the authorities in order sporting events as a
company’s to build the way to support the
resources infrastructure economy’s growth
available to required not only to and the new
Brazilian host the major market demands
28

29. A
mong those recommended
for the position as Cisco’s
global CEO, Robert Lloyd,
the current President for
global sales inaugurated, in Septem-
ber, the production of Cisco routers
in Brazil. During his visit, Mr. Lloyd
spoke to Live Magazine about local
manufacturing, the plans regarding the
launch of new technologies and the
company’s growth in the country. He
pointed out the good image that the
Brazilian subsidiary and the country
have in the global operation of the
company and stated that, among the
actions, which have already been de-
fined, there will be an increase in the
production of equipment, the con-
solidation of partnerships and strong
investment in the relationship with “There is no doubt that Brazil plays an important
state and federal governments, with role and is one of the Cisco’s long-term investment
telephone service providers and cor-
plan. We have plans for local manufacturing,
porations. Follow the main points of
the interview. innovation, server excellence, and my expectation
is that this market will grow faster than expected”
LIVE MAGAZINE: What have —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
been the investments made by Cis-
co in Brazil so far, and what are your
future plans?
ROBERT LLOYD: Brazil has always in Rio de Janeiro, where we will be able th Africa, Beijing and London. Un-
been a focus point to Cisco. Recently, to demonstrate the innovations in the questionably, we have the capacity of
we dedicated a specific investments fields of health, education, urban de- providing the best infrastructure. We
package to expand our local presence velopment, sports and entertainment have more experience than any other
and stimulate national development. and public security; investments in a company, and we will do a better job
We have already made large invest- venture capital fund focused on IT, di- than we did in London; since, by 2016,
ments in the training of our teams; we gital communications and economy, in the complexity will be greater and we
have reinforced our relationship with the expansion of local production – as will have more videos and content. We
partners and clients; and we are inves- mentioned before – and on intellectual want to bring professionals with expe-
ting in infrastructure. With regards property agreements with Brazilian rience and know-how in events such
to local production, we have already entities for the joint development of as these to help Cisco’s team in Brazil.
manufacture setup boxes and we are innovations to better serve the market.
about to begin manufacturing of one We are very optimistic. CLM: In which way do these spor-
of our main product lines, routers. We ting events orient the company’s in-
will soon provide for the manufactu- CLM: Has Cisco been working on vestmentss?
ring of switches locally. any project for the World Cup and ROBERT LLOYD: We We consider
The main four pillars on which our the Rio de Janeiro Olympic Games? these huge events as great opportuni-
investments are based over the next ROBERT LLOYD: When we talk ties to influence the Brazil’s develop-
few years revolve around the inaugu- about these sporting events, we always ment; however, I do not think that they
ration of the Cisco innovation center bring the experience we had in Sou- are orienting our investments per se.
29

30. 1 COVER
Obviously, the manner in which we “We lead and maintain our market share; in the US.
look at the opportunity will deter-
mine which company will build the For example, we are the second largest player in the
entire infrastructure required, and we blade segment. We have maintained our share at
certainly have the best tools to, for ins- 15.2% regarding mobility, and we lead the wireless
tance, execute the connectivity of the
stadiums for the World Cup. However,
market, since Wi-Fi is a fast-growing market”
our major concern is in making sure —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
that the 12 cities hosting the games
in 2014 will be able to take advantage
of this infrastructure and that it will
benefit its residents after the games. business is currently down, because nufacturing, research and infrastructu-
The main objective is to create a long- people do not know what paths the re oriented economy. The next Internet
-lasting legacy for the cities hosting economy will follow. The continent is wave will be the Internet of things, not
the World Cup and for Rio de Janeiro officially in a recession, especially the only connecting mobile phones, TVs and
after the Olympic Games. southern block where the economy computers, but connecting everything.
has been the most challenging. We Well, we believe that a great percentage
CLM: How does Cisco view have also seen a reduction in China’s of sales will come from Brazil, Mexico,
Brazil’s position within the current production, because Europeans and Russia, India and China. We have a plan
global economy? North-Americans are consuming less. for 2016, when we believe that the glo-
ROBERT LLOYD: I believe that the However, despite this, networks have bal economy will be normalized, and we
Brazilian economy has been impac- never been such a relevant subject. The also believe that, at that time, Brazil will
ted by the slow rate of growth in the Internet has been helping, for exam- continue growing somewhere between
global market, in particular the drop ple, consumers to deal with market 4% and 5% per year.
in consumption from the Europeans. challenges, and we see the adoption
However, on the other hand, this is of cloud computing as a strategy to CLM: The lack of qualified ICT la-
one of the causes for the investments reduce costs. In the entertainment bor is one of the challenges in Brazil.
made in its domestic industrialization, market, we believe in the video seg- What is Cisco’s strategy in this area?
and the reason for Brazil’s growth over ment and, we definitely have an eye ROBERT LLOYD: There two points
the last decade. on the telecommunications sector, to this question; first of all, we work
There is no doubt that Brazil plays seeing great opportunities in mobili- with the academies that initiate young
an important role and that it is one ty. Despite the crisis, people want to people in technology. One thing that
of Cisco’s focus of long-term invest- consume technology, and this is an has been very successful, and that
ments. We have plans for local manu- advantage for Cisco, because we find already includes over 30,000 students
facturing, for investments in innova- ourselves in a good position. As soon is the NetAcademy program. I also
tion, and two major events over the as the crisis is controlled, we will be believe that we will have to intensify
next few years. My expectation is that, ready to meet the demand in strategic the work with our training partners and
on average, we will grow twice as fast areas, such as datacenters, mobility, our partnerships with universities in
in Brazil than in any other economy. collaboration and video, and focus order to have increasingly more people
on the sale of solutions. inserted in the trainee programs. I
CLM: What are the company’s would like to continue hiring these
challenges in face of the global eco- CLM: Can emerging economies more qualified individuals, because it
nomic crisis, which has particularly guarantee that company growth will is important to have younger talents
affected European countries? be maintained in the short and me- in the company.
ROBERT LLOYD: Europe is a major dium terms?
challenge, because its governments ROBERT LLOYD: We are making the- CLM: What are Cisco’s main ver-
are having trouble dealing with the se investments because there is no better ticals in Brazil?
economic crisis. This is the first point. opportunity than in emerging countries. ROBERT LLOYD: Government is
The second point is that confidence in Brazil has 200 million people and a ma- one of the growing segments, and we
30

31. want to do more business with them, operates with Sky, in the Sky Go service, that the operators have to reach the
especially with the Federal Gover- where people access the subscribed TV most distant cities. So, I don’t believe
nment because only investments in service through their smartphones. This is in a lack of structure, but I think that
ICT will help to leverage the country’s the kind of service we can to build with globally, we are all headed in the same
productivity. We are also focused on NDS’ solutions, delivering entertain- direction.
the telecommunications sector, industry ment on any device.
in general, finances, the areas of health, CLM: Regarding its competitors in
oil, and public services; but mainly retail, CLM: Fixed broadband is still a the marketing of mobility solutions,
since it is a market that presents great problem in Brazil, but the country datacenters, networks and collabo-
business opportunities for Cisco. We are has plans to expand the service, the ration, how is Cisco doing?
also beginning to work with partners to PNBL. What are Cisco’s thoughts ROBERT LLOYD: The The market
provide connectivity built-in solutions and regarding this expansion? is very good. We are the leaders in the
architecture for small and medium- ROBERT LLOYD: I believe that datacenter segment. In terms of blade
-sized businesses, something that I broadband is one of the mbelieve servers we hold 15.2% of the market share.
particularly believe to be a great bu- that broadband is one of the main In the US, we are the second largest player,
siness opportunity. values that we can deliver to people; with a market share of 22%. IBM is third,
it is more than a telephone and electric with 10%. We are also leaders in mobility,
CLM: In the area of telecommu- power. We have to work with regula- delivering core packages, and we also lead
nications, has 4G been one of those tors, encourage the market with good the ISP Wi-Fi market. These are the areas
business opportunities? practices, and deliver the experience that are growing faster.
ROBERT LLOYD: Mobility is an regardless of the location. However, I believe that we need to improve on
certain points, such as making UCS
6 “I believe that we will see a fast expansion technology more accessible; and, we
of broadband services” are already working on it. We also need
to do more in terms of collaborations, des-
—ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
pite having better technology, we need
area of major investments for Cisco we understand the physical difficulties to study our competitor’s position in this
and we may provide core packages that hinder this access. This is what is segment, Microsoft’s Link, and increase
so that the mobile service providers taking place in Australia and Canada, for sales of safety solutions, because Cis-
are able to monetize investments in example. co stands out in the market for delive-
infrastructure and make money with We have developed projects that allow ring architecture, not only solutions,
content. us to state that it is possible to build a which provides an opening for tablets,
broadband infrastructure capable of smartphones, iPhones, iPads, etc.
CLM: What is Cisco’s position re- promoting an actual change. I believe
garding video delivery? that there is still a lot of work to be CLM: Which areas provide greater
ROBERT LLOYD: In the video done, including the expansion of bro- growth and business opportunities
segment we hold an excellent posi- adband to remote locations. Certain in the future?
tion in the set-top-box market, with companies are working with this in ROBERT LLOYD: Software, cloud,
local manufacturing and investments distant communities in Europe, which services and new alliances, which will
made in Brazil. The acquisition of the will be common over the next few ye- allow us to expand the business and
NDS Group was also a milestone for ars, where we will see a fast expansion. take a step forward. I believe that, in
the company, and I consider it one of Each government in the world has the future, we will extract higher value
the most successful acquisitions we its practices and policies for the ex- from network applications. The smart
made this year. The solution allows for pansion of the service, so we cannot networks are already a part of our re-
the delivery of video content through compare the pace in the United States ality. Cisco is developing alliances in
subscriptions to the consumers’ ho- with the pace in Brazil. I think that order to create new services, which
mes, and also for such content to be Brazil’s plan, the PNBL, follows the will allow us to be more competitive,
replicated to mobile devices. characteristics of local telecommu- when we deliver and explore the power
In the United Kingdom, NDS already nications, and with the possibility of smart networks. •
31

32. 1 BUSINESS
ACTUAL
COOPERATION
Cisco shares its strategy with partners in
order to lead in unified communications
V
ideo collaboration has sped clients,” he said.
up Cisco’s strategy in UC According to Carolina Morawetz, Cisco
(Unified Communication) Latin America’s marketing manager for
segment, so much so that collaboration solutions, support materials
during an online training program for are already available with all messages and in videos, the rate is of 1 to 7. It is
partners in October, executives linked focused on the market trends, such as a billion dollar market for Brazil,” he
to the manufacturer transferred to
partners the convenience and importance
BYOD and the use of video.
Cisco is the leader in the collaboration
affirmed Brazil,” he affirmed. •
of increasing sales in the segmentnt. and unified communications segment
Cleber Giorgetti, collaboration for major companies, and is currently
business development manager for increasing its performance with
medium-sized businesses, highlights specific products for small and
the “Business Edition 6000” solution medium-sized businesses and has
for companies with up to 1,000 users. been obtaining good results in Latin
“The solution integrates telephony, America.
voicemail, chat, contact center and In Brazil alone, it holds 32% of the
videoconferencing, centralizes the video business market share and is the
operation and management of the UC leader in the continent, according
entire platform on a single server. Thus, to executives. Ricardo Ogata,
partners can provide medium-sized collaboration business manager, presented
companies with a complete solution the advantages of the Cisco solution
that is easy to install and manage that regarding its competitors. “Cisco
better meets this market’s needs”. provides an end-to-end solution,
The company’s strategy, according which runs on any operational system, “The partners’ sales
to Hugo Palma, Cisco Brazil’s providing the best experience for the
collaboration partner development corporate end user,” he declared.
teams will be required
manager, is to occupy each workspace. He affirmed that this is the right to use marketing and
He emphasizes the importance of moment to increase the company’s and its mobility resources in
training the partners’ sales teams, partners’ revenues. “We are talking about order to demonstrate the
“they will be required to use marketing one of Cisco’s main businesses; every
solutions to the clients”
and mobility resources in order to US$ 1 sold in collaboration results in
— HUGO PALMA, FROM CISCO
demonstrate the solutions to the US$ 3 in infrastructure and services;
32

34. 1 BUSINESS
TELEMEDICINE
IMPROVES AND STRENGTHENS
HEALTH SERVICES
Technology democratizes service and speeds up processes
D
uring an event promoted search of specialized service.
by Solutione, an exclusive Cisco also is on favor of the use of
Global Med distributor in Cisco also defends the use of wireless
Brazil and a Cisco partner, networks (Wi-Fi) as basic infrastructure
the three companies discussed – and in health services in order to improve
provided practical examples – the patient flow in Emergency Rooms for
application of telemedicine in Brazil example, and in the event of a demand
and in the world, emphasizing the for constant patient surveillance. “The
manner in which ICT solutions are patient is monitored while he/she is in
contributing strongly to improve the the Emergency Room. This way we
quality of health servicess. are able to identify the bottlenecks,”
One of the event’s goals was so he explained.
that participants, mainly health According to Gottberg, there are
professionals, could experiment with projects in which Cisco was able to
the technologies and learn how they reduce the average time between the
actually work. arrival and dismissal of a patient in
Heitor Gottberg, Cisco’s executive in the Emergency Room by up to 50%.
charge of health services, pointed out “We were also able to transfer ICU
that while in other segments the main patients to the ward by using Wi-Fi
premise is cost reduction, in health we monitoring,” he added.
are talking about efficiently increasing
Heitor Gottberg, from Cisco: the lack
access to health services. In order to No more barriers of specialized medical doctors can
do so, one growing challenge is people By means of a videoconference be mitigated by means of remote
services
management or more precisely, the carrieBy means of a videoconference
lack of professionals. “A common held during the event, the Trauma
opinion among professionals refers to Telemedicine Director at Ryder in 2011, suffered trauma to her cervical
the lack of expert physicians to meet Trauma Center, in Miami, Dr. spine.
the present demand,” he pointed out. Antônio Carlos Marttos Jr., a “She was sent to the hospital and
In order to specifically mitigate this medical doctor from São Paulo and the doctor conducted a CT scan
difficulty, the telemedicine solutions one of the pioneers in telemedicine using a tablet that was connected
are becoming more popular. The in the world, reported that among to a Hospital in São Paulo, with
the assistance of a back specialist,”
6 The main goal of telemedicine is to facilitate access and Marttos added. “She was released
increase the problem-solving capacity of health services the following day and was awarded
the national team’s MVP in the
technology’s main goal is to provide the cases of telemedicine services he Olympic Games”, he said, stating that
efficient access in order to allow the had the case of the Brazilian women’s telemedicine is also a technology that
physician to avoid the transfer of the volleyball player, Jackeline, who during can be transported easily to disaster
patient to another hospital in the the Guadalajara Pan American Games, areas.•
34

35. Cisco Partner Summit 2012
Melhor Parceiro para o Setor Público

36. 1 CLIENT’S VOICE
SICOOB TRENTOCREDI
REPLACES ANALOG
TELEPHONES WITH THE
CISCO/INTELBRAS
PLATFORM
A credit co-operative from the State of Santa Catarina has
just installed 60 IP extensions and has plans to increase the
use of the new features made available by the system
S
icoob Trentocredi, a credit complete portfolio together with other
co-operative associated with Intelbras products.
the National Sicoob, with With direct operations in seven
headquarters in Nova Trento in cities and providing service for a
Santa Catarina, is one of the solution’s total of 12 cities in the State of Santa
first clients created by the Cisco- Catarina, Trentocredi has replaced its
Intelbras partnership announced in analog telephones with the IP platform.
February/2012. The co-operative Rosiane Constante, IT manager at
replaced its entire telephony system and Sicoob Trentocredi, explained that
already has plans to intensify the use of the co-operative is still in a transitional
video solutions between its branches, stage from one environment to the other
which is only waiting for an increase in and that it has already been possible to
the capacity of data communication observe that the migration is occurring
links. smoothly with the concurrent use of
The partnership between Cisco and both analog and IP environments. The
Intelbras has the purpose of meeting idea, according to her, is to conclude the
the growing Unified Communication migration right after the implementation
(UC) and IP Telephony markets in Brazil of 4 Mbps fiber optic links in all “Emphasis to the features
and particularly, stimulate small and Trentocredi’s facilities. of the new system, such
medium-sized businesses (SMBs) to In order to compose the implemented
as the reduction on the
exchange their old telephone centrals solution, the Intelbras CIP60300
for systems that meet the current platform was adopted, which is based number of telephone
communication needs. The agreement on the Cisco BE3000, a UC platform lines, extension-to-
includes the adaptation of the newly for companies with up to 300 users, extension calls; call
released Cisco Unified Communications together with telephones and gateways transfers, calls on hold
Manager Business Edition 3000 (BE from Intelbras, which is responsible for
3000) to the Brazilian market, and for the project.
and conference calls”
certain Intelbras IP telephones and The users now have the TIP-100 IP — ROSIANE CONSTANTE, FROM
SICOOB TRENTOCREDI
gateways forming a broader and more telephone on their desks, considered
36

37. investments in infrastructure.
With the availability of the new
links, the IT manager informed that
Trentocredi plans on reducing phone
lines, besides using a series of features
provided by the new environment,
which include not only the extension-
to-extension dialing in order to speak
to branches in other cities, but also
video communications, the user’s unique
contact number, integration to smartphones,
mobility, Instant Messaging, hoping to
achieve a significant reduction in costs
with the complete system.
Sicoob Trentocredi has replaced its entire conventional telephony system with a “We are only in the beginning of this
unified communications platform
Unified Communication journey, but
we are already seeing its benefits, and we
the most cost effective in Brazil and devices with the UC . are able to see a much more collaborative
that had its system modified in order Rosiane stated that the new solution environment between users and between the
to operate with the BE 3000, in the TIP- permits the connection of the IP users and our clients, speeding up our
100S version. Intelbras ATAs were also telephone to a local area network business and increasing productivity,
used, allowing the connection of analog (LAN), an Intelbras proposal to reduce putting us ahead of our competitors,”
concluded Rosiane. •
37

38. 1 CLIENT’S VOICE
PALMEIRAS ADOPTS
IP NETWORK
Data, voice, multimedia, security and video surveillance to be interconnected
by an infrastructure installed in both new towers at the soccer club
Cisco and Auriga executives sign an agreement with the Palmeiras board
T
he Sociedade Esportiva communications technology for both provided with support for the Power
Palmeiras soccer club is about buildings, which must communicate and Over Ethernet (PoE).
to inaugurate two new towers interoperate with the “Palestra” Arena, The installation of the 2500 line
with a new communications after the work is concluded,” affirmed of controllers and the 1042N LAP
infrastructure. The project was Erivaldo Vidal, Auriga Business Director. Access Point is planned for the wireless
developed by Auriga Tecnologia According to him, the pre-project, infrastructure. The Wi-Fi network
Negócios – a Cisco partner, the team approved by the Club’s Board, will be open at the administrative area
opted for standardizing its cable and foresaw the use of Cisco technology, and the sports courts, with restricted
Wi-Fi infrastructure and its security and and the initiative of expanding it to access for employees and support
telephony systems. both towers that will be used by teams – including visitors – involved
Both new towers of the soccer team the administration offices, leisure in tournaments, besides the press.
will Both new towers will house multi- and amateur sports, was a natural The project also included Cisco’s
purpose sports courts, fitness centers, decision. With an infrastructure for IP Telephony, which will be available,
administration offices, stores, snack LAN connections, Catalyst 4500 after its conclusion, to over 350 Club
bars and restaurants. “Our project core switches and Catalyst 2960 employees. At first, the system will be
scope included the definition of the edge switches will be adopted, all connected to the legacy environment,
38

39. but the expectation is that approximately security,” explained Júlio Divietro, Project security staff. Concluding the season of
250 extensions will be entirely changed Manager at Auriga. innovation, Palmeiras’ board has also
to an IP environment. In order to control the access of invested in a DMS (Digital Media Suite)
During the first stage, the installation of devices and users to the cable and Wi- solution, directed to the distribution of
60 7900 IP telephones are planned, with Fi connections, the Cisco ISE (Identity multimedia content over the network.
an onboard PABX IP integrated with the Services Engine) solution was The project foresees the purchase of
Cisco 2900 Series router, connected to purchased; and in order to complete 45 multimedia terminals (digital media
the CISCO Communications Manager the solution, Palmeiras purchased players), besides the content management
Express System. 150 2600 IP cameras, which will be center and 45 monitors.
installed in the administrative areas “Our main goal is to have a converging
Security and the sports courts, for real time network infrastructure that can be
The new network will also integrate monitoring and recording,” explained integrated to the solutions to be adopted
the Club’s video surveillance system. This Júlio Divietro, when he mentioned that in the Arena and that will also be ready
package includes the Cisco ASA 5500 this camera infrastructure, along with to support new voice services, as well as
Access Firewall with integrated IPS the central monitoring’s storage, were video and image services,” concluded
(Intrusion Prevention System) modules. designed for the monitoring of Palmeiras’ Leandro Silva, IT coordinator of
“This solution is directed to perimeter assets and will be operated by the Club’s Palmeiras. •
39

40. 1 CONNECTIVITY
THE CONSUMER: THE MAIN
VAREJO” (RETAIL) 2.0 USER
Changes in shopping habits demand that retailers be creative by
investing in robust network and interactive solutions, in order to
improve the consumer’s shopping experience
W
ithout doubt, consumers level of information at the physical pay for their purchases a without the
are more demanding and stores, which demonstrates the movement of goods. At the store’s
aware of what they want need to provide retailer with new coffee shop, the user also has access to
when they are looking technologies, according to the survey a Wi-Fi connection, which facilitates
for a product: competent service, conducted by Cisco. the search for information. Another
quality, and competitive prices. A According to the study, the example is CA, which has also
combination that is successful over combination of both worlds is invested in Wi-Fi networks, including
the Internet, a medium that adds the major secret for success. The the POS in order improving consumer
convenience to the shopping process. study indicates that the traditional experience that also allowed major
A survey conducted by Cisco store advantages – the trying out innovations in its relationship with
confirms that the Internet combined of products, when combined with the consumer at the POS, such as the
with physical stores is not only here interactive resources, such as digital CA Fashion Like project (which may
to stay, but has also changed the way displays, videos, network and Wi- be seen in detail in the video at http://
people are shopping and is increasing Fi technologies, may increase youtu.be/K4qdNb6FvGY), where the
the level of demands from consumers revenues. “Consumers expect to clothes hangers are connected to
used to the cyber world; . find the Internet experience at the the Wi-Fi network and calculate the
Something that requires strategic stores and the store experience over number of “Likes” that the clothes
and structural changes from the Internet,” declared Dick Cantwell, receive through Facebook.
retailers, starting with investments Vice President of Cisco Internet Certain Cisco partners, such as
in interactive technologies. Used to Business Solutions Group (IBSG). Itautec, Intermec and IBM, integrate
searching for information on products, solutions to present interactivity
which they intend to purchase, on Self check-out projects to retailers; initiatives
blogs, specialized forums, social In Brazil, the Pão de Açúcar retail that depend on the expansion of
networks, videos and even the chain has already improved end network capacities, especially Wi-
opinion from family members, consumer experience with Cisco’s Fi, to support the increasing number
friends and other consumers, the “self check-out” solution, which of users and the variety of mobile
2.0 consumers do not find the same allows consumers to conclude and devices.
40

41. “Consumers wish to shop anywhere,
at any time and using any device,”
Lindsay Parker emphasized, Cisco’s
retail global director. One requirement
met by Wi-Fi networks, especially
free connections, which has had
its efficiency proven by means of
another study conducted by Cisco
and presented during the 2012
Futurecom,: approximately 45% of
the consumers accept advertising on
their mobile devices in exchange for Remote management service for physical security promises to assist security and
IT teams in the implementation of videos on a large scale
free access to the Internet. They feel
that Wi-Fi must be adopted by stores
to improve user experience.
Innovation
To Cisco, combining marketing
strategies to technology can increase
sales, including these markets. Thus,
the manufacturer has been investing
in a portfolio of retail solutions, such
as CFTV or Physical Security systems,
which allow the analysis of consumer
behavior and create business
strategies, such as the replacement CFTV or Physical Security systems allow the analysis of consumer behavior and
of products in the store. create business strategies
“The utility of video systems
goes beyond the traditional use of an extension of “medianet”, with Mobile Experiences will also be one
surveillance cameras. Executives are remote management services for of Cisco’s next releases to allow the
more aware of the importance of physical security, which is designed extension of Wi-Fi and will deliver
using analytical tools in business,” to help security and IT teams in the a customized tool, which improves
explained Amri Tarsis, Cisco’s implementation of videos on a large the user’s experience with real
Business Development Manager for scale, with robust support, network time communication. The solution
Latin America. intelligence, scalability and simple integrates content and may result in
The new IP cameras (6000 series), management. the increase of sales opportunities
the management system (VSM
7.0), the UCS cloud applications,
In the Wi-Fi area, the Connected for retail executives.•
“medianet” technologies and the
remote management of services and of 6 NATURAL RETAIL FAIR (NFR)
advanced services are also noteworthy
recent releases. These products were With the goal of showing the new technologies to this segment, Cisco will
demonstrated in August, at the AISIS participate, in January/2013, of the “NRF Expo NY (Natural Retail Fair)”,
fair, in New Jersey (USA). introducing strategies that include tools for mobile devices, items purchased
The VSM 7.0, for instance, is the check-out, networks, interactive channels, videos, among others. The event
industry’s first certified solution will take place in New York (NY), between January 13 and 16 of 2013,
designed to include cloud environment and the registration and information are available at http://events.nrf.com/
systems in the Cisco UCS – Unified annual2013/..
Computing System. The new line is
integrated with IP cameras and is
41

42. 1 CONNECTIVITY
AT THE HOME OF AN INTEGRATOR,
THE PRODUCTS ARE TOP OF LINE
A
shoemaker’s son must business routines simpler and how
Comstor and never go barefoot. The this reflects on the sale of Cisco
Dimension Data tell saying the orients the most products.
rudimentary commercial With the recent adoption of the
us how their use of relationships is also put into UCS solution for datacenters and the
Cisco solutions have practice in the ICT market. Comstor, migration of the traditional telephony
belonging to the Westcon Group system to IP telephony in certain
improved their and Dimension Data are examples countries like Brazil, Mexico and the
internal business of the advantages of testing Cisco United States, Comstor has improved
products in operation in the heat IT and Telecom communications,
and have reflected of business. Both companies use but it still intends to improve the
in easier sales, unified communication solutions infrastructure already installed at the
– including messaging platforms, datacenter, located in Rio de Janeiro,
besides improving IP Telephony, telepre s ence, and migrate the entire content to a
employee routines video surveillance and UCS (for
datacenters), and comment that the
private cloud environment.
“The UCS has already impacted
adoption of these tools have made our datacenter, by increasing
42

43. processing memory in the virtualized connected, especially in the Americas Virtual meetings
environment, the route to the private (which represent our day to day Irazabal highlights the corporate
cloud,” said Andrés Irazabal, Westcon activities). These solutions provide solutions used by Comstor, such as
Group’s Technology Director for Latin benefits, such as the reduction of costs WebEx, Jabber and the telephony
America, when he mentioned that the with trips and better productivity,” system. “We have been using WebEx
next step will be the management of said Ana Cerqueira. for several years, and I consider the
employee mobile devices so as to She adds that the solutions are solution to be a communications
enhance the BYOD practice in the transparent because they provide facilitator, because we participate in
company. communications regardless of meetings with up to 20 people from
On the other hand, Dimension Data location. “My notebook, for example, all around the world, and the tool
has been using Cisco solutions since is an end-point, because through it I permits the sharing of content during
2005 in the areas of videoconferencing, have access to every company video the conference,” Irazabal pondered.
telepresence and IP Telephony. “We room and I can make video calls to In terms of IP telephony, he said
were the first company in Brazil to employees from various locations,” that the migration took place recently.
use telepresence, also providing part she explained. “The deactivated system was over 10
of the installation to Cisco,” affirmed Regarding the IP Telephony years old and was already presenting
Ana Cerqueira, Dimension Data’s system, AnaRegarding the IP defects. So, we migrated to the new
Sales Director. Telephony system, Ana stated that system,” he said while presenting
She confirms that mobility has made all branches are equipped with Cisco results such as extension mobility.
work more dynamic. “Productivity, terminals, which speed up internal “We are now ready to enable remote
in my opinion, is one of the main communications. mobility,” he stateded.
benefits. With the solutions, we save One of Jabber’s benefits, in the
time and have a better quality of life, manager’s opinion, is its instant
because instead of sitting in traffic messaging and videoconference
for two hours during our commute capabilities between users. “Jabber is
to the office, we can start off our day a safe tool, with corporate video and
at home, since our mobile devices are instant messaging. As the company
connected to the company’s network employees are registered, it facilitates
and allows us to conduct video calls communications a lot,” he added.
and meetings,” affirmed the sales The system allows you to know
director. whether or not people are near their
In her opinion, this convenience can computers, telephone or in any
be translated into quality of life. “I WebEx session, a convenience that
make better use of my time better, has sped up communications at the
which would usually be wasted in Westcon Group, especially between
traffic, by doing something for me. sectors.
So, I have more flexibility,” she added. “When we know the solution
The entire Dimension Data internal and have it implemented it in our
net work and communication business selling becomes much
solutions are based on Cisco tools and easier. Our organization has a broad
equipment, with special emphasis to client and reseller base, and bringing
telepresence and videoconferencing “With these solutions, we Cisco’s technological message
considered fundamental for the save time and improve to them is much easier because
company’s business nowadays. these technologies facilitate our
our quality of life”
“We u s e telepre s ence and communications,” explained Irazabal.
— ANA CERQUEIRA, FROM
videoconferencing a lot, because all DIMENSION DATA
According to him, the company
company facilities in the world are has learned from the implementation
43

44. 1 CONECTIVIDADE
6 WHO’S WHO
of the solutions. “When we use a surprise and we cannot disclose
the solutions and feel comfortable details regarding this action, which The solutions used by each
with them, we learn several lessons. will be global,” said Ana Cerqueira. company:
After the implementation of the IP Internally, the company’s next step
Telephony for example, we learned is to migrate to cloud computing. “As Comstor, Westcon Group
more about energy management the market structures itself, our next • WebEx
and this allowed us to understand stop will be to invest in applications, • Jabber
small details and possible traps,” he systems and cloud operations; thus, • IP Telephony
emphasized. we acquired Opsource from the • UCS
In terms of the relationship with US, and we rely on the entire Cisco
Cisco, Ana affirmed that Dimension equipment and solutions.” Dimension Data
Data is one of its major global partners. According to Irazabal, Comstor has • Switching and router
“We entered the Cisco universe over 20 already made progress towards cloud • Videoconference
years ago and our relationship is global, computing. “We use UCS and have 45 • Telepresence
present in 54 countries.” virtual servers at our datacenter, which • IP Telephony
The company markets the entire is located in Rio de Janeiro. Despite • WebEx
Cisco infrastructure, including being at an initial stage, using the basic
networks, telephony, video, security, level of the UCS line, our intent is to
data center, and other services. “We assemble a datacenter structure and
hold all certifications required to we want all servers to be connected adopting a private cloud.”
provide projects and services, and to the storage by using Cisco’s Nexus Among the new projects, Comstor
our sales team works with pre-sales technology, because we will be intends to invest in BYODs (Bring
support, which is formed by engineers Your Own Device) and manage mobile
specialized by each of the Cisco fronts devices inside the company. “Mobility is
and equipment,” she emphasized. also our focus. We already have users that
Westcon Group’s technology connect to the company’s Wi-Fi network
director for Latin America summarizes with the Jabber solution, but we still need
the company’s relationship with Cisco to support devices from employees
in a few words: “it is a relationship that (manage BYOD) and receive remote
will last forever.” calls at our extension,” he stated.
A partnership that, according to Regarding the good results and
him, was kicked off in Brazil in 2008, the consequences of the partnership,
when the Westcon Group assumed the the sales director affirmed, “Dimension
distribution and became consolidated Data is the Commercial leader in the
in the country with the Comstor Brazilian market, along with Cisco, and we
business unit, whose main business were awarded, for the third consecutive
is as distributor, with exclusive focus year for our results in this market. Our
on Cisco solutions and supplementary partnership has evolved immensely
products from other suppliers. inside the companies and service
providers,” she evaluated.
Future Investments “When we know the The company has positive
Regarding companies’ future solution and implement it expectations for the 2013 fiscal year, which
investments, they will be focused has already started. “There is a mutual
on datacenters and cloud services.
in our business it becomes investment so that during this fiscal
“Dimension Data and Cisco already much easier to sell” year business can increase. Our challenge
have a partnership plan regarding — ANDRÉS IRAZABAL, FROM is to keep this leadership regarding the
cloud computing; however, it is still WESTCON GROUP Commercial segment,” he concluded •
44

46. 1 INFRASTRUCTURE
THE FUTURE IS HERE
Cisco participates actively in the 2012 Futurecom presenting
solutions, discussing trends and announcing partnerships
D
uring the 14th Futurecom in high-definition IPTV services, which microphone, camera, video monitors,
October, held for the first time include a built-in digital video recorder keyboard, among others), besides
in the city of Rio de Janeiro, (DVR), with a 500 GB HD so that the videoconferencing.
Cisco’s presence was strong, clients can pause live TV broadcasts, In order to build the solution,
not only because of its huge stand and watch and record multiple shows Cisco established alliances with local
in lectures, as well as making clear its simultaneously. companies that develop applications,
commitment with telecommunications “This project is the first of its pedagogic content providers and
in Brazil thanks to the alliances and
solutions demonstrated at the various
partners’ stands.
6 The survey demonstrated that 30% of fixed broadband clients
Telefônica and Vivo, for example, do not know whether their providers allow free access in public
announced their choice for the Cisco locations, but consider its availability essemtial
set-top box, the ISB 7100 Series,
for the new Vivo TV Fibra service, kind in the IPTV segment in Brazil, other devices connected to the Edge.
which delivers paid TV to the service providing the market with a high level Software developed by MSTech and
provider’s fiber optics clients. The of innovation and quality as result Metasys, digital blackboards, projectors
technological platform allows advanced of a successful initiative between and Smart, Promethean and E-beam
Vivo and Cisco,” said Cisco Brazil’s (Luidia) cameras were also included.
business director, Hugo Baeta. “It will Other alliances must be developed in
represent the beginning of a new era in these school management areas and
TV experience for the Brazilian users,” teaching-learning management systems.
he concluded. “We hope that the Digital Classroom
will create a teaching and learning
Education environment that surpasses the
Education is another sector physical boundary of the school,
supported by Cisco Brazil. The improving access and the selection
company introduced, at its stand, an of the pedagogical content with a
integrated connectivity, collaboration, collaborative learning platform to
computing and content management improve the interaction between
solution based on a single device. The teachers and students,” said Ricardo
idea is to provide teachers and students Santos, who is responsible for the
access and means to share knowledge development of Cisco’s educational
in and out of school. vertical. “Specialized remote teachers
“Half of the consumers
The Digital Classroom, as the may provide additional knowledge in
are interest in accessing solution is called, is fully enabled certain subjects in real time or pre-
the web inside stores, by the Cisco Edge 300, a device recorded web-conferences, among
which may improve installed in the classroom with a other applications.”
their shopping connection to the Wi-Fi network, Cisco formed partnerships with
LAN connectivity, Bluetooth, educational institutions – such as Senac
experiencece” interactive digital blackboard control, São Paulo – to explore the practical use
— LUIZ LIMA, FROM CISCO audio/video resources (speakers, of Edge applications in the classroom.
46

47. Other partnerships must continue to but the adoption implies in a cultural
be created in order to enhance the change for the IT managers.
use of the technology and improve “The managers were previously used
the quality of teaching and learning to creating solutions, but nowadays,
process. with mobile devices and the corporate
“The main challenge in teaching market, new practices emerge such
nowadays is quality,” emphasized the as BYOD, and the clients request
President of Cisco Brazil, Rodrigo applications,” affirmed Ehalt, stating
Abreu, during a panel that discussed that the change requires a new vision
the subject. “The good news is that of the business. “Managers need to
technology may help solve this adjust to change, and the best way to
problem.” take advantage of this is by creating
“The main challenge opportunities and taking part in the
Wi-Fi in teaching nowadays decision-making process.”
Also during the 2012 Futurecom, Cisco engineering director considers
Rodrigo Abreu presented, together is quality” that there is no doubt that cloud
with Cisco’s operational strategy — RODRIGO ABREU, PRESIDENT computing is strategic to the cost
OF CISCO DO BRASIL
director, Luiz Lima, the “What do reduction and processes optimization
consumers expect from Wi-Fi?” survey. of IT, despite the fact that the migration
The study demonstrated the increase in libraries, movie theaters, banks and large taking place in Brazil is quite slow. “In
demand for wireless services, deemed retailers was pointed out by the users as a survey conducted by Cisco early
as strategic to the business of the local another negative point for the service this year with IT managers from 13
operators and concluded that wireless providers. “Nearly 50% wish to access countries, we found that 5% of the
networks are considered to be better the web inside of stores, which may companies have more than 50% of
than mobile networks. improve their shopping experience,” their services in cloud computing.
Nearly 75% of the users considered affirmed Lima. Although in Brazil this trend is smaller,
speed as the best benefit; followed by the adoption is growing.”
safety (55%); coverage (35%); and low Cloud Ehalt, however, alerted that although
cost (25%). The negative point was The cloud computing subject was the solutions are strategic, the user’s
the lack of new resources, such as also discussed by Cisco during a panel experience must be a priority. “Quality
migration to 3G. at the 2012 Futurecom. Marcelo Ehalt, should not only be in the architecture,
The survey also demonstrated that the company’s engineering director, safety and network, because there is no
30% of the fixed broadband clients affirmed that cloud computing should use in providing a solution that is hard
do not know whether their providers be a part of the companies’ strategy, to manage,” the executive concluded.
allow free access in public locations,
but consider its availability essential.
•
Many stated that they would change
service providers, if the competitor 6 WI-FI GOOD IMAGE
offered free hotspots.t.
“Brazil is a market that has developed The main positive points of the Wi-Fi technology:
a good telecom infrastructure over
the last decade, but has a low Wi-Fi 75% of the users attribute speed as the best benefit
penetration, for it only holds 0.5% out
of the 777,000 hotspots in the world,” 55% sees safety as the differential
explained Cisco Brazil’s President.
“Operators should integrate the service 35 % indicates coverage
as an essential part of their portfolio, in
view of the increase in demand.” 25% the low cost
The lack of connectivity in churches,
47

48. 1 INFRASTRUCTURE
ALLIANCES, THE FOUNDATIONS
OF GOOD PRACTICES
During a visit is experiencing, and pointed out the
importance of strategic partnerships inside
to Brazil, Cisco the channel program.
marketing leaders CISCO LIVE MAGAZINE: Has Brazil
explain why the been generating new opportunities for
Cisco?
company values PATRICE D’ERAMO: Brazil has been
its business growing and we are seriously committed
to investing and making choices, in
partners so much particular with partners, because we
consider the country as a place that is
I
n an interview to Live Magazine going through a transformation, which
during Futurecom 2012, Cisco’s has traced a path beyond sporting “Alliances help in
global marketing leaders, Patrice events.
capturing opportunities,
D’Eramo and Javier Camacho, who JAVIER CAMACHO: I believe that
operate intensely in Latin America, the greatest transformation in Brazil help growth and provide
talked about the importance of has been its economic transformation. support for our clients”
technology for the consolidation of Over the last ten years we have been — JAVIER CAMACHO, MARKETING
new business in Brazil, and assessed the watching the growth of the middle OFFICER OF CISCO LATIN AMERICA
good moment that the local economy class, which generates new business
opportunities, in particular with the CLM: What is the relationship between
government that needs to meet these “new marketing and the channel areas like?
citizens” needs with intelligent services CAMACHO: The channel area is
in the educational and health segments. essential for Cisco because it always
Technology, in this sense, optimizes and keeps an eye on the market and works
improves productivity. We have the tools in partnerships. Our success depends
and we want to invest in partnerships with on the success of our partners and here
the government, companies and different at Futurecom we are talking to some of
organizations to carry Brazil to the next them in order to create a strategy capable
level of the technological experience. of supporting Brazil’s growth, which
is translated into vertical programs. We
CLM: Which were Cisco main also want to stay close to the market
investments in Brazil? to provide solutions that exceed the
D’ERAMO: We have invested in clients’ expectations. Thus, the channel area
different ways over the past few years, is strategic and, from a marketing point of
“Our strategy is to such as new partnerships, the innovation view, it helps in capturing opportunities.
allow technology to center and the manufacturing of our
operate in a manner that main products locally; and we will D’ERAMO: From my American
continue with our investments. and global perspective, the work done
transforms business” I can affirm that we care for our in Brazil, in the business and government
— PATRICE D’ERAMO, MARKETING relationship with Brazil and that we areas, may be a reference not only to the
VICE-PRESIDENT OF CISCO AMERICAS
have great plans for the country. internal market, but to the world; and this
is part of the relationship. •
48

49. FAVORABLE WINDS
BRING UCS
The architecture for the datacenter,
which integrates networks and
storage, is of high performance
and improves business possibilities
between Cisco and its partners
A
s the leader in the datacenter that already have
and blade markets; and an knowledge and
average of three years of experience with
investments in the server datacenters; and
area, Cisco celebrates the achievement the traditional
of being second place in the blade integrators, which
sales market share in the US, third in are looking for partnerships
Brazil and Latin America, according with other leaders, such as cloud
to Carlos Gustavo Werner, Datacenter computing.
Business Development Director of As an enticement, Werner
Cisco Brazil. emphasizes, in addition to the
The executive attributed the technology, the strength of the brand 6 “We are leaders in the
success of the datacenter segment as a relevant item for the integrator. datacenter market and
to the good results coming from “The partner gains by absorbing this
our goal is to replicate this
the implementation of the Unified powerful tool and grows in importance
Computing System (UCS) for partners for the client,” he added.
experience in the server area,
and clients. “We want to expand Another benefit, according to providing an architecture that
this business. We are the datacenter Regina Kusuhara, Cisco Brazil’s integrates servers, networks
leaders and our goal is to replicate this datacenter partner development and storage”
performance in the server segment, manager, is the easy communication — CARLOS GUSTAVO WERNER, FROM
providing an architecture that also and relationship with the application CISCO
integrates networks and storage,” and server team. “For the traditional
affirmed Werner. integrators, who know Cisco as a approach that allows for an improved
In order to expand the UCS business network infrastructure provider, there financial control; and we are only at
in Brazil, Cisco is searching for two is an opportunity of opening new the beginning,” stated Werner.
types of partner profiles: those options, not only in terms of sales, Globally, said Werner, the UCS has
but also from becoming closer to the already recorded consistent sales of
server and application teams, which over US$ 1 billion a year. “This market
6 “Our goal is to create new the traditional partners had no prior is different from Cisco’s traditional
options, not only in sales, but also contact.” business and is considered to be one of
Additionally, the UCS creates new our potentials in Brazil, not only regarding
becoming closer to the Cisco
opportunities with solutions, such technology for the clients and partners,
server and application teams” as the recently launched Hana, with but with respect to turnover, which may
—REGINA KUSUHARA, FROM CISCO SAP architecture. “The product is well- reach US$ 3 billion over three years,” he
positioned, because it provides a new affirmed. •
49

50. 1 SUSTAINABILITY
SING TO HELP A CHILD
The project gathers executives and entrepreneurs to play music for a social cause
E
nt repreneur s and Organized by the Association
executives from different for the Musical Initiation for
sectors met in October, for Low-Income Children (AIM),
the third “Quem Canta Ajuda “Quem Canta Ajuda Criança” joins
Criança,” a jam session at the “Na voluntary work and music, also
Mata Café” in São Paulo, with expanding everyone’s relationship
the purpose of raising funds to network, including the participants
promote the musical initiation and and guests, emphasized Cisco’s
education for low-income children and “JP” exec utive, one of the
teenagers. creators of the event. “The project
The songs included the Beatles, is also noteworthy for trying to
the Rolling Stones and Janis Joplin, fu lfill the dreams of several
and also U2, Queen, Pearl Jam and executives, who would not have
Adele, even Brazilian hits by Raul the opportunity of playing at a
Seixas, Titãs and Paralamas. Over pr ofessional venue with the
25 musicians gathered in five bands infrastructure of a true concert,”
•
Group of executives from the ICT sector at the
that played approximately 30 songs. concluded Fábio Lacaz. “Na Mata Café”
50

51. 1 CONECTIVIDADE
A campanha Comstor Express Journey premiará
os melhores vendedores das revendas Comstor.
51

52. 52