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Welcome Cisco Service Provider Vision Mazen Jabri Territory Manager, Gulf Service Provider Line of Business
Roadmaps for Success: New World Business Models for Service Providers Muscat - May 29th, 2001
3 © 2000, Cisco Systems, Inc. Drivers of Telecom Market Telecom Market Disruptive Technology IP Deregulation Capital
4 © 2000, Cisco Systems, Inc. Intelligence to the Internet Internet Circa 19941994 19971997 20002000 Access Method Dial-upDial-up T1T1 DSL/CableDSL/Cable Application Mass e-mailMass e-mail MyYahooMyYahoo Video on demandVideo on demand Fiber
5 © 2000, Cisco Systems, Inc. Convergence to HTTP Complexity and Scale Personalization Intelligence to the Internet
6 © 2000, Cisco Systems, Inc. Wireless Internet Internetanytime, anywhere Internet to the masses 500 million subscribers ww today 2 billion expected in 2003 Emerging markets Europe, India, China PC substitute Conquering the digital divide Less financially affluent Less technically affluent
7 © 2000, Cisco Systems, Inc. Content IP BB Access The 3 Layer Model
8 © 2000, Cisco Systems, Inc. Content Delivery Networks Optimize Internet Experience by Connecting Users and Customized Content Delivery Network/server knowledge Forwarding of content to caches Redirecting users to content Switching Caching Forwarding based on http information Hardware assisted switching Integrated caching and delivery Local content insertion High performance serving
9 © 2000, Cisco Systems, Inc. Decoupling services from switching Custom silicon Service Switching Service creation Provisioning Management and monitoring Billing and accounting Hardware Software Control IP Service Enabling Enable Networks to Offer Managed Value-Added IP Services at Wire-speed
10 © 2000, Cisco Systems, Inc. Optical Networking Revolutionize the Transmission Infrastructure for Internet Scale Bandwidth Wavelength proliferation From 2.5G to 10G to 40G Dramatic improvements IP Optimized Multiservices Controlling optics with IP Eliminating multiplexing layers Storage Metro/Ethernet Long and ultra long haul Legacy traffic
11 © 2000, Cisco Systems, Inc. Deliver the Internet Anytime, Anywhere Capacity IP Services New Applications From overlay to pure packet based networks Converged data/voice Customized internet M-commerce Location-based services Remote access 3G and IP Wireless Data Rate of Wireless Years
12 © 2000, Cisco Systems, Inc. SP Industry Disruption: Waves of Opportunity Industry Disruption B2B eMarketplaces Portals/ Online Services Hosted Applications eCommerce Video-on-Demand Unified Messaging Web Conferencing IP Telephony eCRM Online Communities Click-to-Talk Wireless Web Access
13 © 2000, Cisco Systems, Inc. Customer Needs in the Internet Economy Communications Content Information Entertainment Commerce Community Efficiency/ Productivity Universal Access Mobility, Flexibility Personalization Self-Provisioning
14 © 2000, Cisco Systems, Inc. Service Provider Businesses Large Enterprises Small-Medium Businesses Consumers Other Service Providers Banking Manu- facturing Securities Insurance Retail Consumer Packaged Goods Health Care Oil & Gas Government Education Transport- ation Entertain- ment Local Information Teenagers Home Automation ISPs NSPs Enterprises as SPs Utilities Which Businesses, Customers, Industries do you Serve?
15 © 2000, Cisco Systems, Inc. Falling Prices: U.S. Interstate Long Distance (Voice) Source: FCC; Dataquest; IDC Packetized Voice Services (January 1998) U.S. Interstate Long Distance Price per Minute Continued deregulation Increased competition: CLEC and RBOC penetration of LD Lower access costs Lower network operating costs 80-02 CAGR -6.4 80-02 CAGR -6.4 95-02 CAGR -12.3 95-02 CAGR -12.3
16 © 2000, Cisco Systems, Inc. Making Money Up the Stack: End User Activity Drives Revenue (conceptual) Service Provider End User/ Customer Solutions Value Add Closeness to Customer Delivery Transport Access Hosting Content Distribution Use of Content & Apps Network Services Value-Add Solutions Traffic, Revenues
17 © 2000, Cisco Systems, Inc. New World SP Solutions: Engines for Growth 37.7 82 31 233 Data Communications Services Worldwide Service Revenues $ Billions Content and Applications Solutions 47 32.4 1999-2004 CAGR (%) 315 21.9 Sources: IDC; Dataquest; Forrester; Morgan Stanley Dean Witter; Internet Research Group; Veronis, Suhler & Associates; Cisco analysis Note: Wireline voice transport grows at 7.6% from 564 B (1999) to 815 B (2004) and wireless voice transport grows at 13.8% from 225 B (1999) to 430 B (2004) 78
18 © 2000, Cisco Systems, Inc. Example Roadmap of New World SP Solutions (Wireline) Basic Voice Local Long Distance Advanced Voice Call Waiting, Caller ID, * 69, Conferencing Basic Data Transport, Access, Web Hosting Advanced Data IP VPNs, Extranets, Managed Security, Wireless Access Basic Solutions Data Storage, eFax, eMail, Messaging, IP Telephony Advanced Solutions Hosted Apps, Unified Comms, Portal Services Time Content and Application Solutions Solutions Value-Add Data Communica- tions Svces Voice Communica- tions Svces Wireless Voice Local, Long Distance, Call Waiting, etc.
19 © 2000, Cisco Systems, Inc. Converging and De-layering Service Provider Value Chains Value Chains 1. Broadcast Content Video 2. Web Applications 3. Web Content Data 5. Wireless Voice Voice 4. IP Telephony 6. Wireline Voice NewNewNewOldNew NewNew NewNew NewNew NewNew NewNewNewNewNew ---Old--- New Old --- Wireline Phone Wireless Phone PC/ DesktopTV Pager/ PDA Access Device (Traditional vs. New Usage)
20 © 2000, Cisco Systems, Inc. T2/3 ISP (local access) Web Content Delivery Value Chain: Who Pays Whom? CDSP = revenue flow CDSP: Content Delivery SP (Akamai, Digital Island/Sandpiper) Wireless ISP Akamai Adero Mirror Image Internet Digital Island/ Sandpiper Real Networks Yahoo! BroadcastServices Edgix (satellite) IBeam Broadcasting (satellite) AudioSoft Digital River Infinet Intertainer MP3.com ProWebCast Disney Time Warner Universal Studios Warner Brothers Paramount New Line Cinema Viacom CNN NBC Newscorp ZDnet CBS Market Watch CNet ESPN iVillage (or) Content Provider NSP/ T1 ISP ILEC/ CLEC End User
21 © 2000, Cisco Systems, Inc. Metered Billing Transactions vs. Transmission Moving to New Revenue Models Usage-based Billing (SMS) Functional Services Software App Services Content Delivery Services Advertising Revenue-Sharing
22 © 2000, Cisco Systems, Inc. Usage-based Billing On the model of existing On demand services Charge for each usage of short messaging services, message translation services, web- or email-to- fax services, find-me services, etc. On the model of existing On demand services Charge for each usage of short messaging services, message translation services, web- or email-to- fax services, find-me services, etc.
23 © 2000, Cisco Systems, Inc. Functional Services Service Subscription Fees –Charge for availability of network-delivered services (monthly charge) –Consumer example: home security service that calls police, neighbors, find-me services for each parent –Business example: company calendaring service, charge by corporate user by month Service Subscription Fees –Charge for availability of network-delivered services (monthly charge) –Consumer example: home security service that calls police, neighbors, find-me services for each parent –Business example: company calendaring service, charge by corporate user by month
24 © 2000, Cisco Systems, Inc. Software Application Services Usage-based Billing to Businesses –Provide hosted business applications (eSFA, eHR, eCRM) to enterprise/SMB; Charge business for each application usage (by the drink) Usage-based Billing to ASPs/ISVs –Provide AIP (Application Infrastructure Provider) hosting/ data center services for ASP/ISV; Charge ASP/ISV for each application usage Usage-based Billing to Businesses –Provide hosted business applications (eSFA, eHR, eCRM) to enterprise/SMB; Charge business for each application usage (by the drink) Usage-based Billing to ASPs/ISVs –Provide AIP (Application Infrastructure Provider) hosting/ data center services for ASP/ISV; Charge ASP/ISV for each application usage
25 © 2000, Cisco Systems, Inc. Content Delivery Services Usage-based Billing for Content Delivery –For delivery of rich media content, charge by item of delivered content –Consumer example: Charge by the item for music- or video-on-demand –Business example: Charge by the seat for web-based distance learning/ company training sessions Usage-based Billing for Content Delivery –For delivery of rich media content, charge by item of delivered content –Consumer example: Charge by the item for music- or video-on-demand –Business example: Charge by the seat for web-based distance learning/ company training sessions
26 © 2000, Cisco Systems, Inc. Advertising Advertising Revenues from Businesses and Other Organizations –Subsidize web and voice portal/ search and content delivery services –Subsidize business and residential user Internet access, IP telephony, eventually IP video –Results in free to the user Internet access, free IP telephony, free IP video Advertising Revenues from Businesses and Other Organizations –Subsidize web and voice portal/ search and content delivery services –Subsidize business and residential user Internet access, IP telephony, eventually IP video –Results in free to the user Internet access, free IP telephony, free IP video
27 © 2000, Cisco Systems, Inc. Revenue-Sharing: ASP Example Revenue-Sharing With Software Vendors/ ASPs –SP provides AIP services for hosting e-business applications for free/ at below market rates –ISV/ASP does all customer support and service functions as well as software development and application integration –SP shares in ISV/ASP revenues -- charge per usage, per seat, per project Revenue-Sharing With Software Vendors/ ASPs –SP provides AIP services for hosting e-business applications for free/ at below market rates –ISV/ASP does all customer support and service functions as well as software development and application integration –SP shares in ISV/ASP revenues -- charge per usage, per seat, per project
28 © 2000, Cisco Systems, Inc. Revenue-Sharing: Content Delivery Example Revenue-Sharing With Content and Media Creation Companies –Provide free/ low cost content production, hosting, distribution, transport services in exchange for cut of content creation fees –Example: free production, hosting, and transport of digital films for playing directly in digital projection theaters in exchange for a cut of theater ticket sales and/or artist royalties Revenue-Sharing With Content and Media Creation Companies –Provide free/ low cost content production, hosting, distribution, transport services in exchange for cut of content creation fees –Example: free production, hosting, and transport of digital films for playing directly in digital projection theaters in exchange for a cut of theater ticket sales and/or artist royalties
29 © 2000, Cisco Systems, Inc. Revenue Sharing: e-Commerce Example Share of e-Commerce Transactions for an Enterprise/SMB or a B2B Marketplace Operator –Develop web site/ integrate packaged application (or done by partner), provide hosting, access, transport for free/ less than market rates –In exchange for cut of revenues from products/services sold via web site or in the B2B eMarketplace Share of e-Commerce Transactions for an Enterprise/SMB or a B2B Marketplace Operator –Develop web site/ integrate packaged application (or done by partner), provide hosting, access, transport for free/ less than market rates –In exchange for cut of revenues from products/services sold via web site or in the B2B eMarketplace
30 © 2000, Cisco Systems, Inc. New Services and Solutions: Content and Applications Business Solutions Consumer Solutions Hosted Application Solutions Content & Media Solutions Communica- tions Solutions Portal/ Mediation Solutions E-business applications (internal-facing and external-facing) Content delivery: distance learning, advertising, co. websites Managed email Short Messaging Web conferencing Unified communications Web portal Voice portal Online business communities Personal productivity applications Online gaming Content delivery: music-/video-on-demand Managed email Instant Messaging Web conferencing Unified communications Web portal Voice portal Online personal interest communities Data storage & mgmt. Business process outsourcing Home automation solutions (security, energy, appliances)
31 © 2000, Cisco Systems, Inc. How should we organize for eBusiness? How can we change the Old World culture? What should we do with our legacy systems? Which eBusiness solutions should we do first? How can we identify them? What can we do to become a cool place to work in? How can we attract and retain talent? How can we increase the value of our company through eBusiness? 31 Challenges in eBusiness Transformation
32 © 2000, Cisco Systems, Inc. Prioritizing Solutions Opportunities: Some Examples High Low High Ability to Execute (based on competitive assets) Economic Opportunity (revenue growth, margins) AIP/ASP Solutions Unified Messaging Data Storage and Mgmt. IP Video on Demand eFax Mgmt. Services IP Voice Services Chat/ Collaboration Solutions eMail Mgmt. Services eCommerce/ eMarketplaces Outsourced Contact Centers Home Security Systems Solutions Online Communities Portals
33 © 2000, Cisco Systems, Inc. Cisco as Strategic Partner Internet Economy Business Models Ecosystem Partnerships World-class Technology
34 © 2000, Cisco Systems, Inc. Ciscos Role: Helping SP Build Profitable Revenue Streams Cisco as Strategic Partner: Help SP Choose Opportunities and Build the Infrastructure to Create Profitable Revenue Streams At the Crossroads: Which Opportunities? How to Build? Challenges and Opportunities in the New Internet Economy
35 © 2000, Cisco Systems, Inc. SP Business Models: Roles and Responsibilities 1-2 Day Workshops 4-12 Week Engagements Evangelize and Educate Strategy Consulting & Business Planning Detailed Financial Modeling Deployment and Go-to-Market SP Sales SP Field Ops BDMs IBSG-SP SPLOB (MSCs) IBSG-SP Various Business Modeling efforts (cable, hosting, STEM) JumpStart, CPN Partner programs (OSS, CHAI, etc.) Ent. Sales/ PAM WW Channels CA-SP, PSO IBSG-SP EBCs
36 © 2000, Cisco Systems, Inc. Service Providers can benefit from three key opportunities in eBusiness. … to increase productivity and agility, reduce operating costs, and improve customer loyalty Running my Network: Zero Touch Running my Network: Zero Touch eOSS eBSS 2 SP as a company whose mode of operating is deeply altered by Internet technology... ProvidingeBusinessServices to my CustomersProvidingeBusinessServices Customers 3 SP as a provider of eBusiness services to its customers... … to reduce network operating expenses, time- to-market, etc. Running my e-SP e-SP eCare WO eCom SCM 1 SP as an e-Enterprise... SP as an e-Enterprise... e-SP … to generate new flow of high-margin revenue
37 © 2000, Cisco Systems, Inc. eBusiness Solutions Examples Service Provider as an Enterprise: Transforming into an e-SP Workforce Optimization Supply Chain Management e-Care Web-based employee automation: directory, expenses, purchases, training registration, e-learning, executive intelligence systems (EIS) Web-based customer care, service order status, service level agreement information, custom bill presentment, equipment and service inventory, trouble ticketing, automated advisory services, etc. Customer premises equipment supplier integration, field force, maintenance and subcontractors, etc. e-Commerce Web-enabled catalogue, pricing simulation tools, lead times, service configuration, on-line ordering, bill payment, CRM, click-to-talk 1
38 © 2000, Cisco Systems, Inc. eBusiness Solutions Examples Service Provider as Network Operator: Zero Touch Dream Automated Service Provisioning Flow-through provisioning system: Address validation check Feature availability check Customer service record Service planning Service configuration Service provisioning Billing... Automated Network Management Custom management of the network: Network configuration Element management and testing Service fault and performance analysis Security management Service provisioning lead times Trouble ticket... 2
39 © 2000, Cisco Systems, Inc. E-Business Solutions Examples Application Service Provider (Basic and Complex Hosting) for SME Basic: Web Sites, IT Services (backup / storage), email, simple Desktop Apps (e.g. Calendars). Complex: e-Business Applications (e-Commerce, e-Care, Workforce Optimization, Supply Chain Management) Service Provider as Provider of Services: e-Business for my Customers 3 E-Business Value Added Services for Large Enterprises Consulting and systems integration of e-Business for large enterprises, development of partner ecosystem Vertical Industry Specialization Vertical market focused portals(COIN) and applications Media Play E-Learning, e-Training, e-University, e-TV
© 2000, Cisco Systems, Inc.
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