Managing the Data Deluge: Cisco’s Nick Adamo on how SPs can support the mobile Internet

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 1 September 2011 © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

Managing the Data Deluge Nick Adamo, SVP, Global Service Provider Market Segment Cisco Systems

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 2 September 2011 Source: State of the CIO 2011 Study, CIO Magazine

global mobile In data traffic grew


of mobile device usage

indoors, home and office

traffic will grow

with

In


of tablet traffic was offloaded

to Wi-Fi networks

In

of smartphone

traffic was

offloaded;


of all fixed and mobile

devices will be

or

By


more than ALL Mac

sales in !

iPads sold in

;


Mobile Apps will be Downloaded

per year

= in ARPU

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 8 September 2011

Addressing

Spectrum

Requirements

Managing

Traffic

Growth

Monetizing

and

Differentiating


Macro 2G/3G/4G

Business Community Consumer

Wi-Fi

Femto

Overall Capacity Not Keeping Pace with Data Demand Small Cells Increase

Existing Capacity

Source: Agilent

1000

100

10

1

1990 1995 2000 2005 2010 2015

Spectrum

Macro

Capacity

26x Growth

Gro

wth

Average

Macro Cell

Efficiency


• Mobile data traffic expected to increase 26x from 2010 to 2015*

• Usage consumption patterns are shifting

• Majority consumption occurs indoors (home, office, venues)

• Wi-Fi coverage is readily available at most locations

• According to Millennial Media, 1/3 of impressions comes from Smartphones connected over Wi-Fi networks

Source: Strategy Analytics

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 11 September 2011 © 2011 Cisco and/or its affiliates. All rights reserved. 11

―We’re entering the post-macrocell

era where radio type no longer

defines the network architecture—

and small cells are critical in delivering

the mobile Internet.‖

John Chambers Chairman and CEO, Cisco Systems


Key SP Wi-Fi Requirements

Mobility, Carrier-Grade, Scalability, Security

Cisco Solution Pillars

Intelligent

Radio

Unified

Architecture

Seamless

Experience

Converged

Core


• Mobile Internet Demand is non-uniform

• Peaks of demand in certain hotspots can exceed cell capacity

• Baseball stadium deployment—5500 devices generating 52 Mbps traffic

• 12,000 devices attached to Wi-Fi during Superbowl XLV

• How to scale metro—continuing splitting cells or do something different?

100

30

Cu

mu

lative

Tra

ffic

80

70

60

50

40

20

90

10

0

0 20 40 60 80 100

Spatial Traffic Distribution

Percentage Geographic Area Covered

Mobile Voice (Mins)

WiFi (Clients)

Mobile Broadband (MB)


Addressing

Spectrum

Requirements

Managing

Traffic

Growth

Monetizing

and

Differentiating


90%

Data Cap

Reached

BYOD

Lifestyle Devices Internet of Things App Freedom


100M Subscribers

10M Subscribers

1M Subscribers

Voice Signaling Data Signaling Roaming Signaling Keep alive Signaling

Browser Phone in Motion Multiple Apps Phone Call

100s of signals

in minutes

by one user

Lifestyle Devices Internet of Things App Freedom Unpredictable

Signaling


Sodas LOW

Customer

Preferences

Maintenance

Engine Usage



New Normal Old Normal

User

Access

Services

Usage

Architecture

People

Homogeneous

Voice and Data

Predictable

Static

People and Things

Heterogeneous

Experiences

Unpredictable

Elastic


3G

4G

Lifestyle Devices 3G to 4G and WiFI

Bearer

Signaling

App Freedom Unpredictable Signaling

Internet of Things Machine to Machine

Sessions

Transactions

Throughput Services Small Cell


Services

SGSN

3G

MME

LTE

GGSN

3G

SGW

LTE

PGW

LTE

FW

IPsec

PCRF

IMS

DPI

Signaling and Bearer

Any Access, Any Service, Any Analytics, Auto Sizing


Video Cloud Services

IP Edge and Core

Evolved Packet Core

Unified Mobile Backhaul

Macro Radio (2G, 3G, LTE, A-LTE)

Mobile Cloud Services

Intelligent Network Elastic

Computing

Elastic

Computing

Resource

Optimization

Resource

Optimization

Elastic

Core

Network

Virtualization

HETEROGENEOUS ACCESS

Unlicensed Small Cell (SP WiFi)

Licensed Small Cell (Femto)


Addressing

Spectrum

Requirements

Managing

Traffic

Growth

Monetizing

and

Differentiating


Subscriber

Network

Application

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only 25 September 2011 © 2011 Cisco and/or its affiliates. All rights reserved. 25

Dwell Time on Laurel Street

7:00–9:00am:

4 minutes, 22 seconds

Typical Path Taken Dwell Time at Coffee Shops

7:00–9:00am:

4 minutes, 22 seconds


Airport Travelers Located

8:00–10:00am

Airport Traveler Density

Devices Percentage Targets

2315 60.01 1

834 21.62 2

709 18.38 3

Airport Traveler Paths

Location Status Capacity

Location A OPEN 20/50

Location B CLOSED 100/100



Elastic

Architecture

Elastic Core Network

Virtualization Heterogeneous

Access

Resource

Optimization

Elastic

Computing

Monetizing

and

Differentiating

Addressing

Spectrum

Requirements

Managing

Traffic

Growth


Thank you.


=

=

Tablet

Internet-Enabled 3DTV

Internet-Enabled HDTV

64-bit Laptop/PC

Gaming Consoles

1.2 X (monthly 32-bit laptop fixed traffic)

= 4.1 X (monthly 32-bit laptop fixed traffic)



3.4 X (monthly 32-bit laptop fixed traffic)

Source: Cisco VNI Global Forecast, 2011–2016


An Elastic Architecture addressing the New Normal

Introducing the Elastic Packet Core

• Expanding the ASR 5000 to ASR 5000 Series

• ASR 5500 for the next decade: superior economics, incremental monetization

Customer Momentum: • TBC

Industry’s first Elastic Architecture for the Next Gen Mobile Internet


An Elastic Architecture for the New Normal

Introducing the Elastic Packet Core

• Expanding the ASR 5000 to ASR 5000 Series

• ASR 5500 for the next decade: superior economics, incremental monetization

Customer Momentum: • TBC

Industry’s first Elastic Architecture for the Next Gen Mobile Internet

Managing the Data Deluge: Cisco’s Nick Adamo on how SPs can support the mobile Internet

Technology

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