Get Excited About Our Changing World

Goals Today

‣ Get You Excited About Our World
‣ Embrace Change and Experiment
‣ Share Observations About Trends
Changing Our World

‣ Have Fun!

K NEW IDEAS
THINK - SPAR
ME A CTION
IRE - TAKE SO
INSP
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Tuesday, September 22, 2009

During my presentation I
inserted a few
predictions.....
Donʼt expect you to agree
with all of them....

My Predictions
14184_11_2007 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential
2


MY
OBSERVATIONS
About Our Changing World

And How to LEVERAGE Them!


1
Technology Changes
Happening FAST.........

2
Change Is Hard
But Necessary!

Natural Ice Industry


Ice Factories

1920 - Ice Factories Ranked 9th in
$ Investment Among America’s
Enterprises


Home Refrigeration

1920 - Ice Factories Ranked 9th in
$ Investment Among America’s
Enterprises

1928 - GE Introduced Home
Refrigeration and Made Ice Factories
Obsolete

The Leaders in Natural Ice
Never Transitioned to Ice Factories.
The Ice Factories Never Transitioned
into Home Refrigeration


10


SAN JOSE MAGAZINE

11


100 Top Respected Companies
February 2009

’09 ’08 Company
1. 1. Johnson & Johnson
2. 4. Berkshire Hathaway
3. 2. Procter & Gamble
4. 5. Apple
5. 7. Wal-Mart Stores
6. 12. Exxon Mobil
7. NR McDonald’s
8. 3. Toyota Motor (Japan)
9. 8. Coca-Cola
10. 13. Cisco Systems

“ The majority of the world views Cisco as a
company that moves at tremendous speed. My
mistake is moving too slow. ”

Culture of Constant Change

John Chambers
The Economist, July 14th, 2009

13


Change

“It is not the strongest of the species that survives, nor
the most intelligent, but the one that is most
responsive to change”

- Charles Darwin

14


3
Internet Technologies
Changing Everything
We Knew!

Knowledge, Power People Conﬁned to Small
& Capital Limited to the Few Economic Roles

PA S T
Passive Consumers of Mass Talent & Ideas Trapped Unless
Produced Products You Knew Somebody


People are contributing by blogging,
twittering, participating in social media -
They have a voice
Internet

TODAY
Power to the People


home proﬁle ﬁnd people settings help sign out

What are you doing? 140

Latest: Great Site with accurate update Swine Flu: Sunday, 4-26 |
update carlosdominguez
7:00 PM Press conference; WHO pandemic ale... about 14 hours ago
28 2143 30
following followers updates

Stock Twits
n. an investment idea and
information service.

18


Name: carlosdominguez
Location: New York

carlosdominguez Web: http://www.cisco.com
Bio SVP @ Cisco - Office of CEO
and Chairman, Love to track how
tech is used in innovative ways.
Follow 20 2132
following followers

Great News...Obama promises major investment in science
http://usat.me/?24889424
11 minutes ago from TwitterFon
Pope Benedict XVI names 5 new saints sorry...i’m not one of them
14 minutes ago from TwitterFon

Technology is deconstructing this industry...Newspaper circulation decline picks up speed
2 hours ago from TwitterFon

Apple and Verizon consider iphone deal, http://usat.me/?34883118
about 2 hours ago from TwitterFon

73 cases of swine fle confired: 100s more feared. http://www.cnn.com/2009/hea...
about 3 hours ago from TwitterFon

Interesting find. ‘Pickled’ baby mammoth opens window to Ice Age http://usat.me/?34822226
7:12PM Apr 21st from TwitterFon 19

20


Chambers RSA Search Advanced Search

21


Chambers RSA Search Advanced Search

22

“ There are bishops that are concerned these
devices are eroding our morals, and cynics
who wonder why sane human beings want to
get onto Twitter to ﬁnd out what I had for
breakfast.

“ Far be it for me to tell people how to spend
their time. And this is how they want to spend
their time.”

London Mayor Boris Johnson
At the NASDAQ opening, Sept 14th

The Conversation is
Bigger than Twitter


It’s not what you say, it’s
what they say that
counts…


Mass Scale
twittering, participating in social
networks - They have a voice
Internet

TODAY
Power to the People


Facebook:
The Race to the Mass Market Mass Adoption Much Faster Today
Facebook reached 233 million users in July.
Here’s how other technologies stack up.
Year item Time to reach Year
or service 150 million users reached
is introduced or units sold
233 million users worldwide 2004
Facebook
5 years 2009
2008
2001 7 years
iPod 1997

Growing at the rate of about 5 million 14 years
1983
new users a week. Cellphone

1966
1965
If Facebook were a country, it would 38 years

have a population twice as large as
Mexico’s.
1928
Television

89 years

1876
Telephone
27
Source: Facebook Stats, Fortune March 2009, Yahoo April16th, 2009 Source: Portio Research

Facebook:
The Race to the Mass Market Mass Adoption Much Faster Today
Facebook reached 233 million users in July.
Here’s how other technologies stack up.
Year item Time to reach Year
or service 150 million users reached
is introduced or units sold
233 million users worldwide 2004
Facebook
5 years 2009
2008
2001 7 years
iPod 1997

Growing at the rate of about 5 million 14 years
1983
new users a week. Cellphone

1966
1965
If Facebook were a country, it would 38 years

have a population twice as large as
Mexico’s.
1928
Television

89 years

1876
Telephone
28
Source: Facebook Stats, Fortune March 2009, Yahoo April16th, 2009 Source: Portio Research

Statistics
User Engagement
• Average user has 120 friends on the site
• More than 5 billion minutes are spent on Facebook each day
(worldwide)
• More than 30 million users update their statuses at least once
each day
• More than 8 million users become fans of Pages each day
Applications
• More than 1 billion photos uploaded to the site each month
• More than 10 million videos uploaded each month
• More than 1 billion pieces of content (web links, news stories,
blog posts, notes, photos, etc.) shared each week
• More than 2.5 million events created each month
• More than 45 million active user groups exist on the site
* Source - Facebook Statistic Page on Facebook


Mass Scale
Internet

TODAY
Power to the People

Innovation is occurring with
consumers and then working its way
into the Enterprise


There has been a Role Reversal:
Consumers Are Now Driving the Innovation Circle

New Technology
Technology
Investments

Past:
Business

‣ PCs /
Laptops Innovation
‣ Networking circle
‣ E-mail
‣ IP Telephony

Consumer and Large
Mass Adoption Corporations

Source: Cisco IBSG


New Technology
Technology
Investments Present:
Consumer

Past: ‣ Instant
Business Messaging
‣ Mobility
‣ PCs /
Laptops Innovation ‣ Blogs
‣ Networking circle ‣ Wikis
‣ E-mail ‣ Social Media
‣ IP Telephony ‣ You Tube
‣ Twitter
Large ‣ Virtual World
Corporations Consumer and
Mass Adoption ‣ Gaming
Source: Cisco IBSG


New Technology
Technology
Investments Present:
Consumer

Past: ‣ Instant
Business Messaging
These Are Your New Customers ‣ Mobility
‣ PCs /
These Will Be Innovation
Laptops Your Future Employees
‣ Blogs
‣ Networking Expectations are Different ‣ Wikis
circle
‣ E-mail Decisions Criteria Changing‣ You Tube
‣ Social Media
‣ IP Telephony
‣ Twitter
Large ‣ Virtual World
Corporations Consumer and
Mass Adoption ‣ Gaming
Source: Cisco IBSG

Mass Scale
Internet

TODAY
Power to the People

Innovation is occurring with
Democratization of
consumers and then working its way
Talent and Ideas
into the Enterprise


YouTube’s Newest Star
Nicholi
White

‣ Nicholi White has no camera
of his own but uses the
equipment at the NYC Apple
Store
‣ Has recorded 70+ videos
‣ 10s of thousands of views
ak a “Th e App le St o re K id”


Journey Lead Singer—YouTube
 Journey searches YouTube looking
for singing talent
 They find Arnel Pineda …and he
becomes their new lead singer


PR IR Corporate

HR

Finance Who Owns
Social Media? Sales

Customer Product
Service Development

Establish Guidelines

To prevent information leaks and other liabilities, companies are drafting
guidelines for social media interaction.


4
The Future of Work
Collaboration & Diversity

Collaboration will no longer be
conﬁned within your company,
we will be tapping into our
suppliers, partners, customers
and the “world” to gain a
competitive advantage.
Understanding the importance
of diversity will be key in this
global economy!

Future of Work
Prediction
40


TREND The Contribution Revolution
Letting Volunteers Build Your Business

Everyday Millions of People Make All Kinds of
Voluntary Contributions To Companies

Revolutionizing The Economies Of Entire
Industries


TYPES The Contribution Revolution

Opinions & Ratings: Zagats
Expertise: Wikipedia
Software Code: Firefox & Linux
Creative Expression: You Tube, Flickr
Social Connections: Facebook, MySpace
Specialized Connections: Massify (Film)
Design & Development: Threadless, Ryz
Capital Resource: Skype
Goods: eBay


BENEFITS The Contribution Revolution

Cost Advantage: Free Raw Materials

Scalability: Wikipedia 10X More Articles
eBay- 120 M Items
Craig’s List - 30 M New Classiﬁeds/mo

Competitive Advantage: Network Effect
The More People Contribute the More
Useful it Becomes.


Companies Born Into Change - “Crowdsourcing”

The Customer is the Company
Product innovations come from the people who use the product

“Crowdsourcing“…a focus group on
a grand scale

44



a grand scale

45



a grand scale

46



a grand scale

47


Winner gets $1,000 plus $1 for
every pair sold THE HUMAN
NETWORK SHOE
BY CARLOS DOMINGUEZ

Hopes for $40M in revenue
by 2012

a grand scale

48

“If HP knew what HP knows, we would
be 3 times as profitable.”
Lew Platt
Former CEO of Hewlett-Packard

49


5
Video - The Game Changer
75% Less Travel in 5 Years

We will do 75% less travel
over the next few years...
90% over 5 years.

Travel Prediction
51


Advertising Spot


December Company Meeting:

Entirely Virtual 6 locations:

‣ Canada, Israel, United
Kingdom, North Carolina, Texas
and live in San Jose, CA

‣ 11,000+ watching

Virtual Company Meetings 53


Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential
54

Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential
55

Cisco TelePresence Suites
Bringing TelePresence to the World
Making TelePresence Accessible to the General Public

What Makes It
Different?

Pay per use rental in Additional business services
premium facilities offered
(including printing, photocopying,
wireless etc…)
Rental
by the
Hour
Range of meeting solutions
Open to the public (from 2 to 18 people, location dependent)

Public_TP_analyst © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential


Cisco TelePresence Suites
Bringing TelePresence to the World
Making TelePresence Accessible to the General Public

Executives
Uses for Public Cisco Recruiters
Organizers
TelePresence Educators

Market Executive Negotiations
Research Education

Earnings
Call

Press Reunions Legal
Briefings

Corporate Training

Brainstorming Staff Meetings Interviews
Sessions

Public_TP_analyst © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential


TelePresence
Launched in Jan 2006

350,000 meetings since launch date
Cisco’s travel budget is now a third of what it
was ...$240M from $750M

Planning to limit it to $350M a year even after
the economy improves

Cisco has 530 TelePresence rooms worldwide

330 customers worldwide


FUTURE
3D - HOME


Cisco Acquisition
March 19th, 2009 Pure Digital Technologies
Sells Flip digital video cameras
Based in San Francisco, CA
Founded 2003
Employees: 102
One-time-use digital cameras and video
camcorders, as well as point and shoot
camcorders.
Distributes through retailers: in store,
online and direct sales

17


6
Enterprise
Collaboration Platform

“Email is dead..... RIP my time
consuming friend!”

Email Prediction
64


Incredible Facts on Email

46% of Computer Users Say They Are Hooked On Email
15% Have Checked Their Email at Church
60% of Computer Users Check Email in Bathroom
85% of Computers Users Take Laptop on Vacation
11% Check Email on the Sly

Source: Harvard Business Review

Employee Impact of Email Overload

Email Worsens Quality of Life for 31% of Workers
Email Causes Stress for 40% of Knowledge Workers
26% of People Want to Delete All Email and Start Over


Email Impact on Productivity

Ringing Phones and Email Alerts Lower IQ by 10 points
Interruptions Eat up 28% of Workday
Takes 24 Min to Get Back on Task After Opening an Email.
Information Overload Costs the US Economy 900 B/Yr.


“Time wasted searching for information or trying
to find the expert
can cost up to 10% of an employee’s salary.”
Butler Group


Why the Future of Enterprise
Collaboration Isn’t Facebook or Twitter

An Enterprise Collaboration Platform Must Enable:

Self-organization of teams
Collaboration decisions and actions under pressure
Navigation through large data spaces
A transparent reputation and reward system
Seeing others’ availability and status
Policy deﬁnition and enforcement
Security


Reputation and Reward System

eBay Is a Great Example of This

Sellers who provide the highest level of customer service
will earn a new “top-rated seller” status.

This makes it easier for buyers to ﬁnd the highest quality
sellers on eBay based on the feedback of other buyers.

Sellers receive a 20% discount in fees
and be elevated in search results.


P,C,I & Me

People

Me

Communities Information


Expertise

Recent Activity

People


Formal & Informal
Content Governance
in Context

Information


Alignment of
Strategic Initiatives
(connection)
between
communities

Context for
Community &
how it ﬁts into
overall Company
priorities

Communities


Widegtized
transactional
systems, simple
transactions inline

MY VIEW


7
Pay Attention -
To the Virtual World!

Companies will not longer
have large company meetings
due to cost and loss of
productivity. Virtual meetings
will be how itʼs done.

Large Company
Meetings Prediction
77


10,000+
in
Person

3,000+
Virtually

Virtual Worlds Will Enhance
Opportunity Large Meetings / Conferences

1/10 the cost of Live meetings
Combination of Live and Virtual
Need to Engage the audience
Great Graphic Interface
Initial feedback is fantastic


8
Gaming-
Not Just for Kids Anymore!

Couples


Parents
with
children


People of
all
ages can
play

Photo credit: Flickr/rachelvorhees

“Gaming will be an integral part on
how we learn both in school and at
work. It will provide consistent quality
and the technology will enable
performance monitoring.”
P.S. Wonʼt replace teachers but will be
integrated into curriculm

Gaming Prediction
86


Teaching Math - Mind Research Institute
 Neuroscience Research Team from UC Irvine
 Focused on Cognitive Processes and Learning
 Create Engaging, Fun to Play Computer Games
 Currently in 600 Schools, 6,000 Teachers and 118K Students
 Typical 1/2 Year Improvement in Student Proficient is 15-20 Points
 Orange County, Ca
Madison Elementary, Santa Ana
Latino population, largely ELL, 98% free lunch
Students Proficient
2003 25%
2004 45%
2005 55%
2006 62%
2007 70%


Gaming - Not Just For Kids
Opportunity

Everyone loves a game
Engaging and interactive
In the future, will be the way we learn
Real-time monitoring of performance
Combination of Virtual World and Gaming will
revolutionize how we learn


9
Gen Y - Millenials
Learn, Attract & Leverage

Millennials’
size mirrors boomers’

91 US Census Bureau, March 2005

Jessica Azin David Michael Euegene Deanna
Williamsen Dashtipour Habibian Belle Cheung Govoni

Oscar Pete Johanna Tara Alex Colin
Cordova Lada Fry Mehdipour Romano Meulema

Meet the Y-Space Team
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems

How Do We Leverage
Opportunity The Digital Natives?
10% of Cisco’s workforce were
born between 1980–’88
Embrace them - Let Them Provide Ideas &
Leadership
Create Programs to Attract Them
Seek Them Out and Learn from Them
Make Them Your Mentors On Technology
Use as Early Adopters of New Technologies
Reward and Acknowledge Contributions


Carlos Dominguez
carlosd@cisco.com
http://twitter.com/carlosdominguez
Facebook: carlosdominguez


Get Excited About Our Changing World

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