Lec_1-_ngn
-
Upload
anam-sullivan -
Category
Documents
-
view
26 -
download
0
Transcript of Lec_1-_ngn
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID
Cisco IP NGN 2.0 Powering Experience Provider Transformation; Enabling the Connected Life
Danny Chami – [email protected]
Sr. Mgr, Business Development Service Provider Group Emerging Markets
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 2
Economic Turbulence: A Global Phenomenon
The volatility is dramatic and unpredictable
The impact is global, simultaneous and almost instantaneous
The effect is broad-based across all industries
…But opportunities for value-based Service Providers
… Customers of SPs are looking for their own economic solutions, turning to those who might help them
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 3
Three Key Market Transitions Affecting How We Perceive Services Delivery
Future of Work
Future of Connected Life
Future of Computing
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 4
Four Drivers Reshaping the Nature of Work
As the Nature of Work Changes, Collaboration Becomes More Critical than Ever
Clusters of Experts Dynamic teams come together to achieve shared outcomes
Millennials Innate ability to use multiple media simultaneously
Inter-Company Collaboration Seamless interactions and transactions across firewalls
Mobile Experience We no longer GO to work, we simply DO work
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 5
Four Drivers Reshaping the Future of Connected Life
Mobile Internet Will Be Ubiquitous The Internet will be all around us
Video Communication Video enables human interaction at scale
Content Sharing vs. Owning Enjoy content “in community” and on demand
Lifestyle Optimization within Constraints New models for healthcare, education, sports and entertainment
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 6
Four Drivers Reshaping the Future of Computing
Virtualization Un-tethered applications, un-tethered clients
High reusability
The Media-Rich Internet Application and content quality of experience
Cloud Computing Computing on demand anywhere, anytime
Green Technology responds to demand for improved energy use
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 7
Data Transport
Price/ Performance
Vertically Integrated
Architecture
Messaging Platform
Evolution of the Internet
Scale/ Richness
of Experience
The First Internet
Media Experience
Platform
Price/ Performance
Plus Sustainability
Distributed, Virtualized
Architecture
Collaboration Platform
The Next Internet
Data Transport
Price/ Performance
Vertically Integrated
Architecture
Messaging Platform
Time
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 8
Gopher, FTP
WWW
P2P
1993-1995
1995-2000
2000-2013
2013-2025
2025+
1995: Web Overtakes Gopher, FTP
2000: Peer-to-Peer Overtakes Web
2013: Video Content Overtakes Peer-to-Peer
2025: Video Communication Overtakes Video Content
And Video Will Become the Predominant Traffic
Video Content
Video Communication
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 9
Value in the Next Internet
Video creates an opportunity to become experience providers and to monetize new capabilities
Move toward Enterprise-Class Clouds and Inter-Cloud will drive demand for new services
Consumer
Small Business
Enterprise
Service Provider
Collaboration drives the next wave of productivity; business video has a transformative effect
Virtualization at scale improves agility and efficiency without compromising security and control
New technologies open up access to the same capabilities enterprises use
IT-as-a-service underpins the delivery of sophisticated and affordable solutions
New ways to share experiences across devices, locations and applications
The market will transition from a device-centric to a network-centric approach to delivering experiences
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 10
Service Provider Industry Dynamics Four Key Interlinked Focus Areas
Customers Business
Network Partner
Service Provider Success
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 11
Customer Challenges Increase Consumer Loyalty with Better Experiences
Bundled services lead to margin erosion,
“race to zero” mentality that degrades value of
unique, branded experiences
Bundles create commoditization…
Consumers want a connected life that
meets their needs / preferences
at home, at work, and on the move
One size does not fit all…
Traditional, silo’d voice, video and data services
do not address full range of residential,
business, and mobile consumer needs
Quad play is not enough…
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 12
Customer Solution: The Connected Life Quality Experiences At Home, At Work, On the Move
Delivering the “any’s” subscribers want—and will pay for…
Quantity/Quality
Flexibility/ Mobility
Availability/ Ubiquity
Reliability/ Security
Any Service
Any Device
Any Place
Any Time
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 13
Business Challenge: Board Room Reality Ever Present
Profitability = ƒ CapEx + OpEx
Revenue
Investment protection for IP NGN infrastructure
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 13
Reduce OpEx by converging services silos
Manage the bandwidth explosion from video
Strategic sourcing of support services
BOT, ROS
Driving adoption rates of advanced services
Monetization models beyond subscription model
Increase service velocity
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 14
How can service providers capitalize on this demand?
Source: Independent Analyst Research and Cisco Analysis; Cisco Visual Networking Index
Global telecom revenue growing slowly…
Business Challenges: Monetize Demand for Network Services/Resources
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 15
2005 2006 2007 2008 2009 2010 2011 2012
Mobility
Business Internet
Business IP WAN
Consumer Internet
Consumer IPTV / CATV
46% CAGR 2007–2012
In 2012, Half a Zettabyte Will Cross the Global Network
Source: Cisco Visual Networking Index – Forecast, 2007–2012
50,000
25,000
0
Pb/mo
Business Challenges: Despite Growing Demand for Bandwidth Resources
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 16
SP Business Challenge
Cost of Traffic
Revenue
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 17
Tap into market adjacencies, beyond traditional telecom
Business Solution: Experience Provider Transformation / Market Expansion
Banking & Finance $5.3T
Media & Entertainment $1.7T
Retail $4.3T
Education $2.8T
Hotels & Restaurants $2.2T
Transportation Services $4.2T
Telecommunications $1.9T
$1.9 Trillion $21.3 Trillion
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 18
Network Challenges: Create Infrastructure that Supports New/Evolving Business
Silo’d networks do not provide service/application agility to quickly capitalize on new opportunities
Commodity networks can’t deliver scope of services or customization and personalization that subscribers demand
© 2009 Cisco Systems, Inc. All rights reserved. Presentation_ID
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 19
Network Solution: IP NGN Architecture Vision Just as Relevant Today, Fast Becoming Reality
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 20
Voice, video, data silos
Security threats
Business continuity
Rapidly introduce new differentiated services and grow ARPU
Deliver services with quality and accuracy
Ensure infrastructure efficiency for greater scalability and lower expenses
IP NGN 2.0 Architecture Must Deliver Services, Control, Efficiencies
Services
Control
Efficiencies
Bandwidth limitations
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 21
Cisco IP NGN Evolution Leading the Experience Provider Transformation
Network transition from:
IP NGN 1.0
FR ATM TDM
To:
IP
2000–2008: IP becomes global de facto convergence standard
Experience transformation from:
IP NGN 2.0
Voice Video Data
To:
2009+: More rich, integrated customer experiences
Mobile
IP
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 22
IP NGN 2.0: Innovation Architecture Leading the Experience Provider Transformation
IP NGN 2.0
Video Services
Mobile Services
Cloud/Managed Services
Video Enabler
Mobile Enabler
Cloud/Managed Enabler
Consumer / Business Experiences
IP Infrastructure
Service Innovation
Applications
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 23
IP NGN 2.0: Innovation Architecture Leading the Experience Provider Transformation
The Connected Life
IP NGN 2.0
Video Services
Mobile Services
Cloud/Managed Services
Video Enabler
Mobile Enabler
Cloud/Managed Enabler
Consumer / Business Experiences
IP Infrastructure
Service Innovation
Applications
Video Medianet
Cloud/Managed Unified Service
Delivery
Mobility Mobile Internet
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 24
The Connected Life
IP NGN 2.0: Innovation Architecture Leading the Experience Provider Transformation
IP NGN 2.0
Video Services
Mobile Services
Cloud/Managed Services
Video Enabler
Mobile Enabler
Cloud/Managed Enabler
Consumer / Business Experiences
IP Infrastructure
Service Innovation
Applications
Video Medianet
Cloud/Managed Unified Service
Delivery
Mobility Mobile Internet
Targeted Advertising
Personalization 3G / 4G
Gateways
Video Monitoring,
Visual Quality
Experience (VQE)
IP RAN
CATV / IPTV / SATV
TelePresence
Flip Video / UGC
Mobile Video
Location-Based Services
VPN Client
Unified Computing
Content Caching
VN-Link, VDC/SDR in
Nexus/CRS-1
Managed Services
WebEx / Collaboration
Cloud Services
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 25
Transform Video
Experiences
Ensure Quality of Video/
Experience
Scale The Infrastructure
Reduce The Complexity
medianet
QOS Formats
CDN Virtualization
Encryption Metadata
Medianet: Video over Unified IP Networks Cisco IP NGN 2.0
Loss(less)
Bandwidth Latency and Jitter
More Demanding Media Apps
Innovation Architecture
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 26
Cisco CRS-1
Cisco 7600 Cisco ASR 9000
Medianet Technology Routing Portfolio Designed for Multicast Scale
“Cisco mastered the multicast.”
Lightreading – EANTC Independent IPTV test
NEW
Multi-terabit Multicast at core
In-fabric Multicast replication Most scalable multicast
tested at edge
40G of multicast replication per slot today
Most resilient multicast at edge
Highly scalable line rate multicast
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 27
Visual Integrated Ubiquitous
Monetization IP NGN Architecture
Network Business Experience
Cisco 4G Mobile Internet Strategy Enabling the Promise of Mobility and Delivering Framework for Success
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 28
Cisco 4G Mobile Internet Foundation Enabling the Connected Life Through IP NGN
Coverage
WiMAX
LTE
3G
UMA/ Wi-Fi
Femto
Fixed
Client
WebEx Connect
UC Apps
Smart Clients
VPN
Control
Converged Edge
Packet Gateways
IP RAN
IP Service
Control
Mobile Svcs
Scale Speed
Scope Support
Content
Biz Apps
Connectivity
Core Data Center
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 29
Customer
Unified Service Delivery: Transforming Services with a Secure Virtual Experience
Unified Service Delivery
SP Data Center DC—CO—VHO
Communication IP NGN
Collaboration
Information
Entertainment
Secure Virtual Experience
TT Mrkt -90%
OpEx -35%
CapEx -20%
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 30
Inter Cloud
Transition to SP Cloud Services Unified Service Delivery Provides the Foundation for Cloud Services
Utility Virtualization Consolidation Market Automation
Network and Data Center Consolidation
Data Center Virtualization and Unified Fabric Architecture
Unified Computing
SP Cloud Services
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 31
Unified Service Delivery: End-to-End Solution Cisco IP NGN 2.0
Unified Service Delivery
SP Data Center DC—CO—VHO
Communication IP NGN
Unified Computing
Third Party Virtualization
Unified Fabric
Nexus Family
Nexus 1000V
Unified Computing
System
Media Aware Distribution
Peering and Interconnect
Network Intelligence and Quality
Security and Application Performance
Video Delivery Product Suite
IOS, IOS-XR, medianet
APM, WAAS, Mgd. Security
CRS / ASR Families
Innovation Architecture
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 32
Voice, video, data silos
Security threats
Business continuity
Rapidly introduce new differentiated services and grow ARPU
Deliver services with quality and accuracy
Ensure infrastructure efficiency for greater scalability and lower expenses
Services
Control
Efficiencies
Bandwidth limitations
IP NGN 2.0 Network Layer Support Service Growth, Increase Top-Line Revenue
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 33
IP NGN 2.0
Video Services
Mobile Services
Cloud/Managed Services
Video Enabler
Mobile Enabler
Cloud/Managed Enabler
NETWORK LAYER / IP INFRASTRUCTURE
Service Innovation
Applications
Cisco IP NGN Network Layer Efficient, Scalable, and Future-Proof for Lower TCO
Support Growth
Lower Costs
Reach All Segments
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 34
Industry-Leading Performance & Scalability Award-Winning Platforms
Mobile Internet
Cloud / Managed
Video / Media Net
Support Growth
ASR 1000 & 9000
Massive scale
Non-stop video
Instant turn-on of
current & future
services
Highest capacity
in industry
90+ terabits
capacity Large-scale,
high-bandwidth
services Unparalleled
longevity
CRS-1
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 35
Cisco IP NGN Platforms Built to Last Better Investment Protection
’95 ’96 ’97 ’98 ’99 ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09+
CRS-1 5 Yrs—Multiservice Core
Cisco 7600 8 Yrs—Intelligent Edge
Cisco MGX 12 Yrs—Media Gateways
Cisco 7200 13 Yrs—Services Aggregation
Cisco 15454 10 Yrs—Optical Transport
Cisco XR 12000 12 Yrs—Secure Virtualization
Support Growth
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 36
Experience Provider Mega Test Proven Scalability
“Light Reading and EANTC have found that the IP infrastructure from Cisco really does deliver.”
Carsten Rossenhovel, Managing Director, EANTC
Third-Party Independent
Testing
Cisco IP NGN Solution Solution Results
1.96 million IP video subscribers
Highest per slot edge capacity
8000+ multicast groups to support future subscriber & channel growth
Sub-50 millisecond recovery times
No video quality degradation
Cisco ASR 9010, CRS-1, 7600
IPTV
TelePresence
Digital signage
Video surveillance
Test replicated real-world conditions
Cisco IP NGN achieved industry’s highest results ever tested.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 37
Network Layer Consolidation Lower OpEx and Increase Service Velocity
Key Benefits
Reduce OpEx, support sustainability
• smaller facilities footprint
• reduced power and cooling
Higher resiliency and availability
Bring new services to market faster
Lower Costs
CRS-1: Reduce chassis footprint up to 75% ASR: “Instant-on” virtual service delivery reduces blades & appliances
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 38
Network Layer Intelligence and Convergence Enable Profitability across All Segments
Key Benefits:
Service-awareness: Deliver seamless, rich Connected Life experiences across all segments
Access-agnostic: Deliver across any device using any access type
Self-defending, self-healing: Ensure predictable performance and high availability
Business Mobile
Converged IP infrastructure enables Connected Life
IP NGN 2.0 Network
Layer Residential
Reach All Segments
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 39
Cisco's innovations on the CRS-1 platform have allowed us
to continually meet and exceed our vision… we can offer an
improved experience to current subscribers who are
increasingly using video, social networking and
collaboration applications…
Maxime Lombardini
Chief Executive Officer of Iliad (Free)
Scaling to Deliver Rich-Media Services
Cisco CRS-1
”
“
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 40
The Cisco ASR 9000 offers investment protection,
massive bandwidth capacity and excellent services
capability in a highly reliable and efficient design that gives
us the flexibility to build a truly leading IP NGN network for
our 4G mobile and video services.
Junichi Miyakawa,
EVP and CTO Softbank Telecom
Cisco ASR 9000 Series
Reducing Costs and Driving Efficiencies
”
“
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 41
Grow Efficiently —Today & Tomorrow
Network Layer
Enable Powerful Scalability
• Meet growth requirements
• Protect investment for years
• Easily add new, differentiated services
While Reducing Expenses
• Reduce power, cooling, management costs • Improve TCO
To Deliver All Services to All Segments
• At home, at work, and on the move
• Any-play services to all devices
Network layer offers proven efficiencies and power to grow.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 42
Partner Challenges: Find Experience/Expertise to Support Success
Enhance the Customer Experience
Expand the Business with New Services and Markets
Build Intelligent, Scalable IP NGN
Create Strategic Alliances for Ongoing Innovation
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 43
Service Provider Dynamics Experience Provider Transformation
Live Broadcast
Time-Shift Multicast
VoD Streaming
Internet Downloads
Internet Access/Data
Voice & VoIP
Broadcast
Satellite/ Wireless
Over the Top
Wireline
Cable
Content Production
Business Services
Telecoms
Digitalization
IPTV
Cloud Services
Video Alliances
3G/4G Video
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 44
BT’s Connected Life Experiences Broad Suite of Personalized Managed Business Services
Managed IP
Telephony
High-Speed Internet & Data
Managed Security
Hosted CRM /
Business Intelligence
TelePresence
Highlights:
40% Growth in MPLS Revenue (2008-09)
26 Managed Data Centers
Global Leader in TelePresence Market
Managed IP Network
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 45
IP NGN: Adding Up the Impact CapEx / OpEx Savings Strengthens Balance Sheets
£1B
OpEx Savings (by 2012)
Enabled by IP network
convergence, multiservice
network deployments
Source: VON Magazine 2008
$300M
CapEx Savings
(Q2 CY08, YoY)
Lower spending across all residential categories
Source: Comcast 2008
14%
CapEx-to-Sales Ratio
(by 2010)
Versus 18% ratio with legacy
network. Time-to-market reduced by
two-thirds
Source: Ovum 2008
$9B
CapEx/OpEx Savings
(Alltel Acquisition)
Incremental savings of $1B by
2010
Source: VZW 2008
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 46
How to Build an IP NGN Network
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 47
Or:
How to Build an IP NGN Network
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 48