Small Cells in the Enterprise

1. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2013 Cisco and/or its affiliates. All rights reserved. Small Cells in the Enterprise Jared Headley Senior Director, SP Mobility, Cisco October 8, 2013 Cisco Public

3. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Business Drivers • BYOD driving convergence • High ARPU subscribers • Account level management • New Business Models Technical Drivers • Target deep indoors where traffic is • Low mobility requirements • Converge with managed Wi-Fi • Professional installation Cisco Public

5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 NOT TARGETED Good coverage NOT TARGETED < 10 lines NOT TARGETED Competitors’ Customers NOT TARGETED Current Wi-Fi Customers NOT TARGETED Vertical Markets CURRENTLY TARGETED 10-50 mobile lines + poor coverage = Small Cell Target $ $ $ Cisco Public

6. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 • VOICE • VOICE •VOICE Beyond voice: • Clear support roles • Lower TCO • Location services • Cloud managed PBX / voice services • Emergency services • Employee vs. Guest services • And more… Cisco Public

7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 • Indoor small cells must match macro features and KPIs • Requires new generation of high-availability software 99.999% uptime Typical transactions/day per small cell in downtown Tokyo and Seoul60,000 95 96 97 98 99 100 M T W T F S S Voice PS Voice and PS Setup Rate % [one week in Aug 2012] Cisco Public

8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 B to C/B • Product to Ent • Services to SP • Joint GTM with SP MNO Activates Small Cell Service End Customer • Enterprise • SMB • Consumer B to B • Product • Services • Joint GTM MNO Offers a Managed Small Cell Service End Customer • Enterprise • SMB • Consumer Model 1: Small Cell Locked Service Model 2: Small Cell Unlocked Service

9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 • Ability to support a variety of deployment models is critical • Fully managed service for both Wi-Fi and Licensed Small Cell from Operator • Deliver managed Licensed Small Cell service over existing (and managed by) Enterprise Wi-Fi “I will own my Wi-Fi…” Cisco Public

11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 • 50%+ of all purchases influenced by mobile apps and social media • 19% of mobile users turned on location services In 2012 • 94% of users who receive location-based services consider them valuable Sources: Conlumino , TNS Global, Nick Lippis UK retailers missing out on up to £12 billion in potential sales by failing to engage consumers through digital channels Cisco Public

12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 Location analytics provide insights into device’s journey inside a venue Where people go? What are the common paths? Most visited places? How long people stay in each place? Where is the first place they stop? Analyze patterns of repeat vs. visitors Trend analysis & history comparison Quantify & justify rental pricing Measure signage impact Perform predictive analytics Analyze changes impact Analytics Benefits to Venues: Cisco Public

13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 • Internal optimization and performance benefits • External monetization Frequency Customers Data Volume Analytic Intensity Value Manual Reports Automatic Reports One-Time Subscription Custom Single Feed Multi-Feed Queryable Static report on network usage Recurring report with analyzed data Project-based analysis, outp ut API from database / network API from database / network Exposed database & network Retail, SMB Goodwill Retail, SMB Large Retail, Franch ises Larger B2B Larger B2B Multiple B2Bs Cisco Public

14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 • Seoul: Population 15 Mil • Provide coverage in areas difficult to reach with macro LTE network • Provide higher speed data rates and capacity in densely populated areas • 18,000 LTE Small cells deployed • Dramatic gain in user data rate with increased small cell deployment Mass Scale Commercial LTE Small Cell Deployment Indoor Hotspot Cisco Public

15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Hospital Campus Network • Millions of square ft. • 50k guest / 50k business users • Hundreds of thousands of devices • Highly regulated (eg: sealed APs) • Provide superior data access via Wi-Fi and ubiquitous voice coverage via Licensed Small Cell © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Cisco USC 5310 Cisco Aironet 3600

16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 • $30,000 to $1,000 – We must drive the cost of Small Cell deployment down to something more like Wi-Fi • 94% of users who receive location-based services consider them valuable • 22 of 23 Enterprise customers at a recent Cisco Customer Advisory Board say that they WANT Small Cells NOW Primarily to solve a voice coverage issue Willing to allow SPs to leverage existing LAN infrastructure and Wi-Fi footprint • 100s of Wi-Fi Enterprise customers are asking how soon can they get Licensed Small Cells Cisco Public

17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 • Enterprises are demanding Small Cells Believe a lower TCO to solve voice coverage challenges • Leverage of the Wi-Fi footprint and practices are key Model for lower cost deployment Opportunity to leverage existing Wi-Fi infrastructure • Understanding Enterprise Verticals is key Apps and services are different at verticals from Hospitals to Hotels to Campuses to Malls Partners and integrators as well as CIO relationships are important to leverage • Location-based services, analytics and applications are a unique opportunity with small cells Cisco Public

Small Cells in the Enterprise

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