Cisco's channel program is gaining strength due to Cisco's growth in Brazil. The program provides incentives for partners to increase sales and profitability. There are approximately 3,500 partners, ranging from resellers to integrators. Cisco preserves margins and uses financial incentives to build loyalty among partners. The program recognizes partners based on business generation and added value sales.
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Cisco Live Magazine ed. 9 (English)
1. > 4th quarter 2012 | issue 9
Cisco,
Green
and yellow
The Global
Sales
President
kicks off
a series of
investments in
the country Robert Lloyd,
President of Global Salest
SUPPORT BUSINESS CLIENT’S VOICE
Teams receive training in Cisco focuses on High performance
keeping communications SMBs using vertical networks connect
operating in disaster solutions and both new towers at the
areas business strategy Palmeiras Soccer Club
1
CISCO PARTNERS GUIDE INCLUDED
2. Andeloce.com
Soluções Cisco para Pequenas e Médias Empresas
Produtos que possibilitam a melhor comunicação, conexão e segurança
Telefones - IP SPA 525G2
Roteadores - RV180
Switches - SG500-52P Access Point - WAP121
A Cisco ajuda as empresas a enfrentar os desafios tecnológicos.
Soluções de rede sem fio, infraestrutura de rede e comunicação unificada.
Visite a página de Lançamento da Linha Cisco para Pequenas e Médias Empresas
e saiba como podemos ajudá-lo a resolver sua crise tecnológica.
www.cisco.com.br/desconectadosanonimos
2
3. 1
EDITORIAL
SUMMARY
SHORT ARTICLES
04 Emergencies
T
he disaster response team keeps
communications operating in disaster areas
A STEP FORWARD
06 Metro Ethernetchallenges service providers
A
n event held in São Paulo, concludes that
technology still
I
f there is a way to translate a company’s level of commitment with the ALLIANCES
economy in which it is inserted, this interpretation must be based on
the investments it makes. A step that made us very proud in 2012 and
08Channel Programstrength due to Cisco’s
T
he initiative gains
growth in Brazil
that culminated with Robert Lloyd’s visit, Cisco’s Vice President for Global
Operations, to inaugurate the router production line. 10 Live!event reaffirms the brand’s presence in
T
he
Mexico
Latin America
We are proud, not only about the investments announced, but also of the
consistency of the growth plan designed by Cisco in Brazil. 12Majorjoinscreate competitive solutions
C
isco
manufacturers united
makers to
major software and hardware
The project, as announced, includes the manufacturing of equipment, investments
BUSINESS
in RD and in alliances with Brazilian companies, sustainability actions, such as
the training of low-income young apprentices, besides other initiatives structured 16 Endurance
E
xecutives tackle the most difficult mountain
bike challenges in the country
with our partners nationwide.
In an interview to LIVE Magazine, Lloyd guaranteed that this is not a spur of 18 Market andpresent their strategies towith
D
Share
istributors
maintain increase their business
attract,
the moment thing, but a long-term commitment and that we are ready to proceed resellers
and contribute to the sustainable growth of the economy. Our focus will not be
restricted to the major telecommunications corporations or service providers. 20 Showroom showroomssolutions more
P
artners use
demonstrations to make
and technical
We are also making efforts to support small and medium-sized businesses, as appealing and increase the number of
clients
well as innovative initiatives and new technologies, whether they are headed by
Cisco, its global partners or even by the local projects. 24 Small Businesshave up tobusiness with
T
he strategies to increase
companies that 99 employees
In terms of alliances, this issue contains the Cisco Partners’ Guide, a new idea
from the Marketing department to help identify the companies working along 28 COVER Robert Lloyd,that Brazilglobal
I
NTERVIEW: Cisco’s
with our brand. Vice President, believes will
maintain its investments and will continue to
The special section lists Cisco’s partners in the following categories: Distributors, grow even after the upcoming major sports
events
Business Partners, Training, Managed Services and Strategic Alliances.
The guide can be found in this issue and also by electronic means, such as the 32 Cooperationrevenue with its partners
C
isco shares
in order to stimulate the growth of unified
Internet, tablets, and Smartphones. communications
Another facilitator to our local business.
Finally, on behalf of the entire Cisco Brazil team, I’d like to celebrate and share 34 Telemedicine service to all and
T
echnology improves
speeds up processess
this incredible year with our clients and partners and wish you all a new year with THE CLIENT’S VOICE
even more achievements.
36 Unified Communications its platform
T
he Sicoob Trentocredi replaces analog
telephones with the Cisco/Intelbras
Enjoy your reading!
38 Highnew towers atnetworks will integrate
H
performance
igh performance
both the Palmeiras Soccer
Marco Barcellos Club
CONNECTIVITY
40 Retail
C
isco presents solutions for Varejo 2.0
42 Themarket test, in house, what they offer to
I
shoemaker’s children…
ntegrators
the
CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL INFRASTRUCTURE
TEAM RESPONSIBLE Editorial Board Copywriting officer Art
CISCO DO BRASIL
President
Rodrigo Abreu
Adriana Bueno, Carolina Morawetz,
Isabela Polito, Isabella Micali,
Jackeline Carvalho, Kiki Gama,
Mariana Fonseca, Monica Lau e
Jackeline Carvalho
Reporters
Jackeline Carvalho
Marcelo Vieira
Marcelo Max
Cover
46 2012presents solutions, discusses trends
C
isco
FUTURECOM
and announces partnerships
Marco Barcellos Mayra Feitosa Glenn Douglas
Engineering Officer
49 Datapartners team is dedicated to the UCS
Marcelo Ehalt Production Review Desktop Publisher Center
Comunicação Interativa Editora Comunicação Interativa Intergraf
Channels Officer Press Service N
ew
Eduardo Almeida Journalist in Charge In Press Porter Novelli
Jackeline Carvalho Prints
Marketing PR Officer MTB 12456 Translator 5000 exemplares
Marco Barcellos Amanda Dardes
3
4. 1 SHORT ARTICLES
IN CASE OF
Incident Response Teams (DIRT),
which operate satellite-based easy-
to-assemble network equipment, in
EMERGENCIES ... addition to advanced technologies
– such as 3G, switching and
VoIP, among others – and Cisco
... the Cisco Brazil disaster response emergency vehicles (or NERVs).
These volunteers, which are company
team is ready to keep communications employees, are trained to provide
operating in disaster areas assistance in disaster areas.
In the US there are teams on the
East and West Coasts. “Helping in
incidents around the world with only
two teams was difficult,” said Tiago
Silva, a TacOps member and in charge
of coordinating the DIRTs. “We then
created an international expansion
program in key areas of the world in
order to meet the requirements faster,
and also to facilitate matters from a
cultural point of view.”
The first international team was
created in 2010 in China. Then, in
December/2011, another two teams
were created in Europe (United
Kingdom and Russia). Earlier this
year, Tiago Silva came to Brazil
with the purpose of creating and
training the South-American team,
with headquarters in São Paulo. The
Brazilian team will provide support
DIRT volunteers from Brazil learn how to operate the emergency communication kits to incidents occurring in Brazil, in
other South American countries and,
W
ith the arrival of Fundamental in establishing if required, in Central America.
s ummer and the communications between the affected The required infrastructure was
rainy season, certain areas and the rescue teams, services established at Cisco Brazil headquarters
areas in Brazil have to such as internet and telephony, can so that the Brazilian team’s equipment
keep an eye on the possibility of make the difference when it comes can be operated: four routers and two
natural disasters, such as floods and to saving lives. With that in mind, in portable emergency communications
landslides. Tragedies such as the one 2002 Cisco created TacOps (Tactical kits. Among the volunteers in Brazil
that affected the mountain regions of Operations Support), a team of are employees from all departments,
the state of Rio de Janeiro, in early volunteers that keep voice and data including directors and technicians. “It
2011, causing over 900 deaths, are communications operating during is important that people acknowledge
responsible for a series of difficulties tragedies, even at the most remote and promote the existence of this group.
not only to the population, but also areas on the planet. The next time a disaster occurs, the
to those working in the rescue and The TacOps team is responsible organizations needing our assistance
assistance to the victims. for managing Cisco’s Disaster •
will be able to request it,” added Silva.
4
6. 1 SHORT ARTICLES
METRO ETHERNET
STILL CHALLENGING SERVICE
To Cisco, telecom companies must plan their migration
observing the quality of the new services being provided
D
uring MEF (Metro Ethernet both services. “However, the scenarios
Forum), held in October in are challenging and different; Wi-Fi, for
São Paulo, Cisco, Calix and example, makes use of a non-exclusive
DragonWave executives, frequency, therefore, you tend to suffer
among other market leaders in the more with interferences,” he added.
Carrier Ethernet market, presented In terms of migration from traditional
the technology trends to the service networks (TDM) to the Metro Ethernet,
providers and, among the technical Moura affirms that operators need to invest
issues, presented the challenges to
C
in networks and provide quality services.
manufacturers, telecommunications “The TDM networks are easy to operate,
M
providers and professionals. always responding well to the services and Y
According to Emerson Moura, one to performance management issues. So, CM
of the MEF leaders and Cisco solution when providers start looking at the Carrier
“In 2016, the Metro
MY
architect, the Carrier Ethernet provides Ethernet world, they need to think about the
•
CY
billionaire opportunities. “In 2016, the Ethernet market may delivery of a quality services,” he observed.
CMY
reach US$ 48 billion K
in technological and
service sales”
— EMERSON MOURA, FROM CISCO
market may reach US$ 48 billion in
revenue, not only in terms of technology,
but also in services. This is an area that
grows with the increase of data traffic,”
he pointed out.
In terms of the technological
scenario, Marcelo Sena, pre-sales
manager at Calix and Fabiano Chagas,
product line manager at DragonWave,
highlighted the use of Carrier Ethernet
2.0 and networking trends such as Wi-
Fi and Small Cells. Sena considers that
“Wi-Fi uses a non-exclusive the 2.0 mode “adds services, such as “Metro Ethernet is agnostic
frequency; therefore, granularity for mobile backhaul,” and technology, which
adds that Metro Ethernet is agnostic allows several means
you tend to suffer more technology, which allows several
with interferences” means of interconnection. Chagas
of interconnection”
—FABIANO CHAGAS, FROM DRAGON WAVE affirmed that there’s a user demand for —MARCELO SENA, FROM CALIX
6
7. A Fundamentos desenvolve e implementa projetos sob medida no formato de
“Turn Key”. Realizamos todos os serviços ligados as áreas de:
Infraestrutura Sistemas de Monitoramento
Rede Elétrica Vídeo Conferência
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Cabeamento Óptico Sistema de Detecção e Combate a Incêndio
Wireless Indoor e Outdoor Equipe d Técnicos Residentes
Controle de Acesso LAN Switching
Telefonia IP Outsourcing
Entre em contato conosco:
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Av. Francisco José Longo, 1612/1614
fundamentos@fundamentos.com.br Vila Bethânia - S. José dos Campos - SP
www.fundamentos.com.br
8. 1 ALLIANCES
A PASSPORT TO CISCO’S
WORLD
Channel program gains strength with the growth of the company in
Brazil; evolution must prioritize emerging technologies
A
t a time of increased business is, the greater is the incentive profitability is even higher. “Actually,
investments in the Brazilian offered to make the sale, according to what we do is encourage the partner to
and its market share, Almeida. add value and knowledge to the offer,”
one of Cisco’s pillars of One example: if the partner sells a explained the executive.
performance in the country is of even switch, he receives a certain percentage
greater importance: the channels. After as an incentive. If the sale, besides the Partners
all, it is one of the few companies switch, includes security or video Currently, approximately 3,500
whose market model is fully based on resources and collaboration, his partners are in business with Cisco.
channels; the manufacturer’s business Our profile is quite broad, ranging
model is totally oriented towards from resellers and distributors to
partnerships. system integrators, ISVs (Independent
Within this perspective, the incentive Software Vendors, who sell
programs emerge as tools that applications integrated to the network’s
provide the business partner with an infrastructure) and datacenters, besides
opportunity to increase its profitability. companies that use technology as a
Cisco preserves the channel’s margin, secondary business.
offers recognition and uses financial In the latter group, we find
factors as its means for building loyalty. constructors, for example, which
“Our channel partnerships play a along with Cisco, are able to integrate
fundamental role, since Cisco’s business technologies for smart buildings,
model is based on indirect sales,” industrial automation, among other
explained Eduardo Almeida, channels applications..
director of Cisco Brazil. “The financial There are also specific programs for
health and profitability of our partners distributors, which are not focused on
are fundamental to us. Our partners the direct sale to the client. In these
need to profit while conducting “The financial health cases, the recognition takes place by
business with Cisco,” he added. and profitability of means of the number and size of the
Cisco’s recognition program divides resellers served, besides the frequency
the channels by the generation of
our partners are in which inventory is replacement and
business and sales with added value. fundamental to us” the increase in the number of new
The more complex our partner’s — EDUARDO ALMEIDA, FROM CISCO clients, among other parameters..
8
9. Almeida explains that there are to also provide good service to the
different performance indexes, but end customer. We wish to be well 6 THREE LEVELS
that “we also recognize the distributor, represented. Our clients are quite
differentiating and providing funds and selective; therefore, our partner needs
business advantages so that they can to be consistent,” the executive added. The business relationship
feel motivated to work with Cisco”. categories with Cisco:
Horizons
Certifications “The pillar for Cisco’s channel ASSOCIATES
Certifications, in Cisco’s opinion, are program does not change,” Almeida When generating a new
fundamental elements in its relationship replied, when asked about the future of business, the partner
with the channels. “They differentiate partnerships. “Our target is profitability, receives credit over the
an opportunistic partnership from a to help our partners to earn more.” value transaction
strategic one,” pondered Almeida. According to this logic, and as the
“With certification, the partner products are sold by the company SALES WITH ADDED VALUE
establishes a closer relationship with and the manner in which they are The partner who works
Cisco.” used by the client evolves, the along with Cisco’s teams
The executive explained that it is programs will become more focused in the design of strategic
essential that the specialized partner on emerging technologies, including plans, pre-sale actions,
obtain certification, acquiring the cloud computing, consumerization, the implementation
privilege of selling certain products. etc. “Encouraging our partner to play of solutions, etc
The VIP, for example, offers conditions a more relevant role in this evolution is
of up to 20% in compensation, a quite interesting,” affirmed Almeida. VIP
percentage that can only be achieved “Channel programs in business Associated to the sales
with certain levels of certification in applications, in which the partner of complex solutions
the sold architecture. would have greater profitability by and architectures, with
“This is one of Cisco’s concerns: adding knowledge to the level of a longer sales cycle
application and to the network layer. and higher investments
Evolution takes place in this fashion.” • made by the partner
9
10. 1 ALLIANCES
LIVE! MEXICO
EXHIBITS CISCO’S STRENGTH
IN LATIN AMERICA
The event was in his debut as Latin America leader, 6,300 through partnerships – besides
visited by over
did a great job in allowing relevant
debates with clients and partners,
25 offices. •
to continue positioning Cisco as
3,300 people; the leader in the region, allowing for the
focus was on the transformation of the experience 6 NUMBERS
of countries, governments, clients
services rendered and citizens in partnership with our CISCO LIVE! MEXICO
to sectors such as ecosystem,” declared Cisco’s Latin NUMBERS
America marketing officer, Javier
health, education Camacho, emphasizing the success 05 Verticals were the target of
and government of the event. lectures and trainings
This attention that Cisco dedicates
C
ancun, a Mexican tropical to Latin America has a clear purpose. 125 Cisco executives
paradise, was the City After all, with the economic attended the Symposium
chosen to host the 2012 uncertainties in Europe and the
Cisco Live! Mexico. The weak recovery in the United States, 130 Sessions
event, held in early November, the region became the company’s
received more than 3,300 visitors focus of growth, with Brazil as the 225 Decision-making
from 32 countries to discuss how the spearhead. The company recently executives took part in the
company’s technologies – including announced investments in the management program
routing, switching, collaboration, sum of R$ 1 billion over the next
video, BYOD and others – can make four years in the country. Over 60 Cisco product and solution
sectors such as health, education, 30 thousand professionals linked demonstrations
government, manufacturing and to the company in Latin America –
finances more efficient in Latin
America.
These five verticals were the theme
for debates during the symposium,
in which more than 125 company
executives attended, in more than
130 sessions. A training program was
also offered for IT managers, which
included the participation of 225
decision-making executives. 60 Cisco
product and solution demonstrations
were presented, with the clear purpose
of increasing companies’ earnings and
productivitys.
“Rogelio Velasco, as VP host of
Cisco Live! Mexico, and Jordi Botifoll, Cisco Live! Mexico gathered 3,300 visitors in the City of Cancun, Mexico
10
11.
12. 1 ALLIANCES
CISCO AND PARTNERS:
A BOUNTIFUL HARVEST
VMware, Panduit, EMC, Verint, Furukawa and
Fluke Networks are some of Cisco’s strategic
alliances. Together, the companies have led
areas and conquered new trends in the
global market
M
obility, convergence and presence in this segment due to its
virtual environments have activities with plant floor devices and
changed the dynamics in robots, which require an IP port – our
the corporate sector in the DNA,” affirmed Almeida.
world and, according to a research According to Carlos Gustavo Werner,
carried out by Gartner, up to 2015 it will Cisco’s datacenter business development
“When we see
become priority matters to the CIOs. manager, the focus, besides relying
Eduardo Almeida, Cisco’s channels on partnerships, is to build strategic opportunities the in
officer, reveals that, keeping an eye in alliances, such as the VCE joint Brazil, such as demand
this process, the company has been venture (VMware, Cisco and EMC). “I for infrastructure,
ready for market changes for decades, believe that the concept sold by these
time invested in alliances with players companies, both in virtualization, cloud public safety and
from different segments to conquer computing and solution development, major events, we bring
leadership in new performance areas. benefit the market,” added Werner, the partnerships that
“In During the fiscal year of 2012, when mentioning the Vblock solution.
our presence in the area of automation, “This product synthesizes our alliance,
can help the most in
for example, was higher than 80%. This since it integrates cloud computing, solving “problems” and
result reflects the strategic investment networking and servers in the same provide opportunities”
in alliances made with companies such package.” — EDUARDO ALMEIDA, DA CISCO
as Fluke Networks, which has great Almeida also added that the
12
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As soluções de hardware inteligente PViQ™ potencializam a solução
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14. 1 ALLIANCES
partnerships take place in different can help the most in solving “problems” strategic and a proof of this is our joint
manners, such as with the injection and provide opportunities,” concluded venture, which became a company. In 2009,
of capital or the joint development of Werner. the concept of converging infrastructure
solutions. “We understand the strength Performance with partners was developed. We decided that it would be
of the company, which comprises Cisco’s portfolio is broad regarding worthwhile to enter this market, and then,
Cisco’s solution and its importance to its global partnerships, and with some VCE was created,” the executive explained.
the client, and we combine them,” he companies the partnership dates back The Panduit strategic alliance manager,
said. more than 10 years, which is the case Mark Hwang, said that the relationship
The channel area, in the executive’s of Panduit, EMC, Fluke Networks between the companies included
opinion, is strategic in this composition, and Verint, which act, strategically, cooperation from the engineering and
since it is responsible for the alliance in several areas with and for Cisco, strategic departments. “Panduit and
between partners to act in sectors of complementing solutions, services and Cisco develop solutions for physical
high demand, such as infrastructure even architectures. infrastructure and architecture for the
and major events. “When we see “The main incentive to invest in these implementation of Cisco’s technologies.
opportunities, such as demand for alliances is the market’s dynamics, We have cooperated in the launch of the
infrastructure, public safety and major which purchases and is filled with Catalyst and Nexus platforms and we are
events, we bring the partnerships that solutions that make business evolve. In sponsors of the Networking Academy,
the case of strategic partnerships, such which trains students to design, build
as VMware, EMC, Furukawa, Panduit, and perform network maintenance.
among others, each company intends to With this, we gain further knowledge
supplement the offer to better serve our on the applications and technologies
clients,” reports the channels officer. that our clients implement in their IT
For Jim Daves, sales’ officer in Latin environments and our know-how in the
America for Fluke Networks, the application layer, in network platforms,
performance in partnership exercises processing and storage, provide better
two strengths: partner and integrator. solutions for the physical infrastructure
“We are partners in the development and architectures.”
and build testing equipment that Our partnership with Verint began
communicate with Cisco’s devices, but in 1998, when the company manufactured
we also train Cisco partners, a long-lasting its first voice recorder and started installing
relationship that has helped us perform the systems for Cisco’s clients, acting as a
certification work of the copper, fiber and technology partner. Currently, Verint is
wireless facilities and has benefited Cisco a member of Cisco Developer Network
“In 2009, when the with the physical layer – infrastructure (CDN). “Due to the investments in the
concept of converging that, if not placed in good hands, partnership, we not only make sure that
degrades the equipment’s performance,” our technologies interoperate as our
infrastructure was
he reported clients expect, but we also cooperate
created, we decided With EMC, the relationship is also by providing new resources that would
that entering this market long lasting and Welson Barbosa, cloud not be possible if the companies
would be worthwhile and business director in Latin America, continued working individually,” the
so VCE was created” affirms that Cisco is one of the most company declares through its press
strategic partners. relations departmentes through its
— WELSON BARBOSA, FROM EMC
“Cisco’s development of solutions is press relations. •
14
15.
16. 1 BUSINESS
FROM WORK
The Cisco ABR Comstor team was
formed by Cisco Brazil’s director
of operations, Marcos Yamamoto,
TO SPORTS
Cisco Capital’s accounts manager,
Caio Raymundo, and Cisco Brazil’s
president, Rodrigo Abreu. The team’s
main goal was to do something good:
Cisco Brazil executives face one of the most the company donated computer
difficult mountain bike tests in the country and equipment to the schools in the region.
But of course this was not the only thrill
give a lesson in teamwork during the competition.
“After months of training and
T
he greatest mountain bike Diamantina, in Bahia. During one week expectation, it is now time to ride the
challenge ever held in the in September, teams of two (formed trails using individual skills and qualities,
Brazil: this is how the Brazil by the relay between three members always keeping in mind that we are a team,”
Ride organizers define the of each team) compete, the 2012 issue Yamamoto wrote in the daily journals
600 km competition of mountain, of Brazil Ride had a corporate category during the competition. “Brazil Ride,
valley and river trails at Chapada for the first time. as well as in most of the projects in our
lives, no one can succeed on his own –
team members must complete each stage
together.”
To Cisco executives, participation in
the endurance test, during which they
had to face extremely dry weather and
temperatures, is also an incentive in search
of finding the balance between work
and one’s private life, and to show
how projects of this nature can help
communities that need assistance;
and also the obvious “endurance”
component.
“Better than describing the several
ups, downs, sand and stones, I repeat
Awards ceremony for the 2012 Brazil Ride winners, in Bahia what the Portuguese magazine Bike
Magazine wrote: ‘This (stage) is one of
Fabio Piva
the most difficult things to do on top
of a bike,” Yamamoto wrote, referring to
the second day of competition, consisting
of a 144-km stage.
Perseverance was the word used by
the executive to summarize the experience
after the seven hard days of competition.
Even so, what counted the most, were
the moments of solidarity during the
competition, being in touch with the
local community and with nature.
“And, we have already registered for
the 2013 Brazil Ride,” wrote Yamamoto.
Caio Raymundo and Marcos Yamamoto
“We’ll see you there!” •
16
17. Garanta eficiência
e confiabilidade ao seu negócio.
Para obter vantagens competitivas e excelência no atendimento e relacionamento
é essencial poder contar com sistemas de comunicações atualizados
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18. 1 BUSINESS
THE ICT PIONEERS
Distributors
present their
strategies to
attract, maintain
and increase
business with
resellers
L
ocated in South America,
Brazil has a territorial
extension of over 8 million km²,
the fifth largest on the planet,
with an economic ranking between 6th
and 7th. During this decade, regions that
weren’t as developed economically saw
change with an increase in consumption
by the new lower middle class, which
also changed the pace of business, in 2012 and the
demanding from companies a higher opportunities
investment in ICT (information and already foreseen,”
communication technologies). the exec utive
An economic behavior that directly emphasized. “our plan is to triple
impacts the distribution chain of A member of our turnover,
products, since it is necessary for the Westcon Group, and also being
them to be available as soon as Comstor, which calls itself the acknowledged
possible in different parts of the leader in the distribution of Cisco by Cisco and
country; and, distributors specialized products, is about to consolidate a by resellers for
in Cisco equipment, are not only fully double digit growth in 2012 and plans our operational excellence and as a
acquainted with this demand, but have to continue expanding next year, but partner that adds value to the business,”
also established differentiated strategies at a more conservative pace due to affirmed Renato Lovisi, responsible for
to attract, maintain and increase their the economy’s behavior, according to the company’s Network Business Unit.
business with resellers. Humberto Menezes, general director of The owner of a portfolio with 9,000
Carlos Tirich, Alcatéia’s business Comstor in Brazil. “We continue with a resellers, Ingram Micro accumulated
and marketing director, said that perspective of growth, but Brazil’s GDP a 35% growth increase over the last
the company intends to practically will probably present a 1% growth, two years.
double the 10-member team, directly despite the country being involved in Ingram Micro Brazil’s strategy with
responsible for the marketing of Cisco major sporting events,” said Menezes. Cisco’s products for 2013 will be
solutions in 2013, precisely due to the In the same fashion, Ingram marked by the expansion of the small
new opportunities. “Cisco is one of Micro Brazil, another one of Cisco’s and medium-sized client base, focused
Alcatéia’s main investments during distribution partners, is optimistic mainly on the safety and collaboration
the following year, due to the growth towards the future of the business: segments, which is similar to what
18
19. Alcatéia is planning. “In 2013, we are considering nearly
According to Tirich, the market 50 actions,” affirmed the business
accepts Cisco products quite well, and director when reporting that the
the distributor has assumed the role as events include road shows, events
pioneer in the small and medium-sized with sales executives, training, among
businesses market (SBM). Another other actions.
factor that has worked to increase
business in 2012 was the fact that Benefits
Alcatéia enhanced Cisco’s solution In addition to the campaigns for the
portfolio. “We gained access to 100% partners, biannual campaigns, target
of the products,” celebrated Tirich. promotions with the offer of benefits “The distributor’s project
Therefore, the distributor, according for the company or entertainment for is to promote the
to Tirich, has invested both to move the professionals, Alcatéia maintains expansion of the channel
forward in the market as well as for a channel program called Inovar,
its work to be appreciated by Cisco; with 120 registered resellers, with to technology verticals
promoting, besides the pre-sale support, biannual goals with bonuses for that are in evidence,
nearly 15 events oriented to the value the funds that may be used in the such as big data and
segment with the brand’s products. hiring or training of professionals.
“In 2013, the resellers at Inovar will
cloud computing”
also have access to Cisco products,” — HUMBERTO MENEZES,
FROM COMSTOR
Tirich emphasized.
The rendering of services
to resellers will be one of the
highlights of Comstor, the business to the area of borderless network
branch created by Westcon Group architecture, which gathers routers,
specifically to operate the Cisco switches and security platforms.
brand. “We want our partners to In order to speed up the business,
benefit from a services rendering Comstor launched Comstor
strategy designed for them,” affirmed Express, an e-commerce service
Menezes, when pointing out the that simplifies price quoting, the
importance of distributors. “The consultation of inventories and the
channel and Cisco are our clients,” he follow-up of online orders. The
added. service is available over the Internet
Comstor’s project is to promote the and will soon be launched for the
“Cisco is among the expansion of the channel to technology iPhone (there are already trial users),
three main Alcatéia verticals that are in evidence, such as Smartphones and, consequently, for
big data and cloud computing, along tablets.
investments for the with the datacenter and virtualization. “This support convenience and
following year, due to the According to Comstor’s President, reseller qualification represents
growth in 2012 and the the company is investing heavily in a differential,” emphasizes
foreseen opportunities” these markets and is already obtaining Menezes. Comstor currently
good results, already achieving the maintains approximately 60 people
— CARLOS TIRICH, FROM ALCATÉIA
same results with the collaboration, focused on Cisco, including marketing
telepresence, IP telephony, in addition and engineering. •
19
20. 1 BUSINESS
SHOWROOM
Integrators invest in showrooms and technical
demonstrations to make solutions more appealing and to
increase the number of clients
PromonLogicalis Innovation Center: demonstration and relationship area
N
owadays, it is perfectly possible and is being adopted by integrators and The permanent area is located at the
to buy a car over the Internet. ICT solution providers. One of these company’s headquarters, in the district
The process is simple, fast and companies is PromonLogicalis, which of Itaim Bibi, in São Paulo. It is a big
customized: all information has been investing in such an area since meeting room, in which solutions are
required is found on the website, usually 2011, when its Innovation Center was displayed so that the clients may test
filled with beautiful images and an opened. them. Cisco is the main partner in the
alluring language, created to convince In the cutting-edge technological construction of the Innovation Center,
the potential buyer. However, one may e n v i ro n m e n t c re a te d by therein we display wireless access
think that few customers prefer to visit a PromonLogicalis, and by partners such control solutions (ISE), cooperation
dealership personally and feel the smell as Cisco, clients have the opportunity and unified communication solutions,
of the new seats, the softness of the to familiarize themselves with the among others.
steering-wheel and hear the roar of the products that meet their business needs. The company is also one of Apple’s
engine. These solutions are part of the unified corporate partners in Brazil for
The test drive made by the majority communication and collaboration, corporate sales, and this condition is
of those purchasing cars is therefore videoconference, IP telephony, demonstrated in the Innovation Center:
very similar to showrooms. The concept corporate networks, cloud, security, the concept of mobile collaboration
has been long used by companies in wireless networks, mobility (BYOD) is demonstrated in iOS devices
the real-estate and construction sectors, and managed service portfolios. interconnected to the corporate
20
21. network and accessing tools such as PromonLogicalis made the strategic
the Cisco Jabber. These are some of the decision to operate in the large company
permanent demonstrations, however market. Up till then, the company’s
“depending on the need, we are also focus had been telecommunication
able to put temporary exhibits together,” service providers in Brazil, about a
explained the PromonLogicalis dozen companies, and with a direct,
business and partnership manager well-structured relationship focused
for Latin America, Ricardo de Abreu on the clients.
Sofiatti. “When we decided to go after the
According to the executive, the large companies, we needed a more
solutions are usually assembled for efficient way to communicate and “NEC’s showroom does
one year at least, and updated at the demonstrate what we were doing, not have the role of only
whenever the developer does the same. because PromonLogicalis, the IT and
attracting new clients,
The advantage of this system is readiness, telecom integrator branch of Promon
in other words, at any time the client Group, wasn’t well known at the time, but it is also an area that
may visit the area and all features will by the corporate world,” explained states the role of the
be ready to be demonstrated. “If the Sofiatti. Thus, the showroom was company in society”
client requires a specific demonstration, a perfect fit to the company, which
— ANDRÉ ELETÉRIO, FROM NEC
we are able to modify the laboratory. As needed to demonstrate its solutions
technology evolves, we bring in new and become a well-known brand with
resources to the Innovation Center and the target public.
also new devices as they are created.” Since 2011, when it was opened, a video automatically popping-up,
approximately 50 clients have visited besides being able to share the computer
The concept the area, nearly the number initially screen with another person in the same
The concept for the Innovation expected by PromonLogicalis meeting. Testing these resources in
Center was created approximately and a considerable proportion of person makes for a richer experience,”
two years before its launch, when approximately one third of the he stated.
company’s 160 active clients. Most The expansion of the Innovation
of the current invitations to visit the Center’s physical space is not
center are made to companies already PromonLogicalis’ current intention;
working with the integrator. The goal however, increasing the number of
is, of course, to assemble new solutions. demonstrations and features is a
However, the area also has the purpose constant goal, as new investments from
of attracting new buyers. “When there the partners increase. “We want to use
is a new client, we take the opportunity the area more and more as a relationship
to perform a corporate presentation center,” Sofiatti said.
about the company, and then moving
on to the demonstration,” explained the From the East
PromonLogicalis executive. Another initiative under operation
Sofiatti believes that the Innovation in Brazil was developed by NEC. In
Center’s main benefit is “being able to fact, every showroom created by the
abandon PowerPoint presentations,” company’s global branches is inspired
in other words, making technology on Innovation World, located in
“The main benefit from
more evident, going beyond the simple Japan. The Brazilian center follows
the Innovation Center is graphic presentations in the attempt the template from headquarters, with
being able to abandon to convince the client. “Another thing a few characteristics adapted to Latin
PowerPoint presentations” is to pick-up the telephone, call from America business the Japanese and
— RICARDO SOFIATTI, FROM one extension to the other and observe Brazilian company product and service
PROMON LOGICALIS
21
22. 1 BUSINESS
portfolios are different and aligned to equipment, including media gateways showrooms, the integrator takes those
each market. and network core routers, most of them who are interested to the datacenter
NEC’s showroom exists since the manufactured by Cisco. that supports one of its main products:
company moved to the capital of São Over the last few years however, the CaaS, a unified communication and
Paulo and started acting as solutions structure has not been much used for collaboration managed service.
integrator. It is 500m² of area, in which business purposes. “Usually we invite “The only difference to the HCS
it is displayed IP telephony solutions, clients when it is necessary to perform (Hosted Collaboration Solution) is
individual videophones, cameras, tests or to demonstrate a particular that, at CaaS, Cisco itself assembled the
projectors, displays, customized rooms, feature,” explained Soares. Over datacenter, and not Damovo,” explained
collaboration tools and management the last few years, the company has the CaaS business unit manager of the
software. worked closely with one of the major integrator, Carlos Elias. Damovo goes to
“The showroom does not have the role Brazilian service providers, a relationship the client, builds the network and does
only of attracting new clients, which that demands greater technical use of the all the necessary integration. Finally, it
in fact occurs, but it is also an area laboratory, and that explains the decrease connects to the Cisco datacenter,” he
that states NEC’s role in society and in its use for business purposes for the explained.
reinforces the brand locally,” explained obtainment of new clients. “The team is The CaaS goal is to provide simpler and
André Eletério, the company’s certainly interested in increasing its use, cheaper collaboration and communication
marketing manager. in other words, if it creates benefits for tools, with which the client acquires
In mid-2012, the company performed new businesses and new clients,” said the resource per user. Available since
a major remodeling of the showroom, Soares. May/2012, the infrastructure supporting
updating the layout to make it more the service is distributed between two
appealing. The idea was that, as Data center processing centers, in Barueri (SP) and
the company’s and the partners’ Another company, which invests in in Uberlândia (MG).
technologies change and evolve, the the contact between the potential client “Every client that has closed a deal
arrangement and permanence of the and the solution before closing the deal, with us wanted to visit the datacenter,”
solutions are renewed. “It is an area is Damovo. However, unlike traditional Elias affirmed. “This is where we
in constant change,” explained the demonstrate every kind of redundancy,
executive. the safety measures and availability. It is a
way to demonstrate that the solution is
Laboratory reliable and, in general, the client leaves
“Demonstrating to the client that a the center feeling extremely secure.”
concept is feasible is essential,” stated Besides the visits to the datacenter,
the Italtel technology director, Rafael Damovo has, at its headquarters in São
Soares. The Italian company has a Paulo, terminals connected to CaaS, which
laboratory in the capital city of São are used in demonstrations to potential
Paulo focused on IP telephony solutions buyers. Calls are made from the company,
focused on telecommunication service in particular video calls, and through the
providers. “It is not a traditional datacenter support service. The system
showroom, such as the demonstration is also demonstrated on mobile devices.
center. It is a laboratory where the client “It is still a very simple demonstration.
can, whenever necessary, make or watch In the future we intend to present
demonstrations.” telepresence resources. We want to
The laboratory exists since 2001, “In general the client call every branch through CaaS, and
when the company started its activities have clients at the Rio de Janeiro and
leaves the center feeling
in Brazil, and it had the purpose to São Paulo branches hosting video calls
allow tests to be conducted by clients. extremely secure” between them,” reported the Damovo
It has, in particular, infrastructure — CARLOS ELIAS, FROM DAMOVO executive. •
22
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24. 1 BUSINESS
SIZE DOES
METTER HERE
S
mall and medium-sized Focused on these organizations,
Cisco develops a businesses represent the Cisco developed a special strategy,
strategy to serve largest employers in several which started with the hiring business
countries. These businesses director, Ms. Plihal, to head the SMB
companies with up are also those that need specific area; including the new product area
to 99 employees technology service and solutions and finally, business models that
the most, in formats adjusted to their are differentiated and compatible
and relies on its budgets, size and payment capacity. with the client’s profile; all including
partners, in Just so you can have an idea, in Brazil, international support from the
micro and small businesses (SMBs) Worldwide Development and Sales
particular the generated approximately 70.2% of the President, Robert Lloyd (see more on
distributors, to registered jobs in April/2012, pursuant
to numbers of the General Registry of
page 28).
According to Ana Claudia, the
increase business Employed and Unemployed Workers decision of reinforcing the specific
(Caged) of the Ministry of Labor and area to business with SMBs comes
Social Affairs (MTE). from a general observation of the
24
25. entire business structure that Cisco from the “boutique” template, designed
had, observation that demonstrated
the difficulty of acting in a macro level
for major corporations, and moves toward
mass access to technology, exploring the
6 SMB PORTFOLIO
along with a segment that requires a best practices already implemented
more advisory service. around the world. The new solution provides:
According to Ms. Plihal, the decision In other words, Cisco wants, in
to reinforce the specific area for the long run, to serve as the base • An access point
business with SMBs comes from a of the pyramid, preserving the • Manageable and stackable switch
general observation of the entire Cisco major contracts kept with the apex. • VPN Router
business structure, an observation that Therefore, Cisco announced, in late • IP Telephony
demonstrated the difficulty of acting November, along with the creation of the • IP Video Surveillance
at a macro level, along with a segment SMB strategy, a portfolio of specific • UC Manager
that requires a more advisory service. products for this public.
“Looking at the current structure, “This new client has the benefit of
Cisco’s business area is huge, ranging motion and of reducing physical space,
from major corporations to the challenge but requires a connection and needs to performance, something that cloud-
of providing products to companies with access voicemail, make telephone calls based solutions fully meet,” Ms. Plihal
2 to 99 employees – a small business and send and receive videos with high pointed out.
under Cisco’s classification,” observed The new solution offers access points,
Ms. Plihal. a manageable and stackable switch,
a VPN router, unified communications
Business reorganization manager (UC) and IP telephony with
Using this observation as starting specific functionality and architecture
point, Cisco initiated a process of for the SMBs. Everything integrated
organizing the service for SMBs, oriented to analog adaptors and enabling the
by the most prominent characteristics in implementation of IP-based video
this market segment: it requires mobility; surveillance.
it has high employment rates; presents For Cisco partners, supported by the
low technology-friendly rates; chronic distributors in which the company relies to
productivity and flexibility problems increase business; the solution is already offered
and fast response to demand. with a set of good practices for pre-sale, sale and
“Another point is that most of the implementation. “The line is appropriate
small and medium-sized businesses for the market sector that requires an
already explore the e-commerce and internet access link, safety control and
social networking benefits,” stated connectivity,” stated Ms. Plihal.
Ms. Plihal, when concluding that it is “This is the area Cisco’s goals for this small and medium-
a segment that demands increasingly sized business area (SMB) are very
presenting higher growth
technological solutions, in particular ambitious and will change the market’s
regarding connectivity. in Cisco’s business” configuration over the next 3 years, she
Thus, the new Cisco business area is far — ANA CLAUDIA PLIHAL, FROM CISCO said. •
25
26.
27.
28. 1 COVER
CISCO, GREEN AND YELLOW
Robbert Lloyd,
Cisco’s President
for global sales,
reveals the
company’s belief in
Brazil, he also
comments on the
European
economic crisis
and its impacts on
the global
economy, and
makes the authorities in order sporting events as a
company’s to build the way to support the
resources infrastructure economy’s growth
available to required not only to and the new
Brazilian host the major market demands
28
29. A
mong those recommended
for the position as Cisco’s
global CEO, Robert Lloyd,
the current President for
global sales inaugurated, in Septem-
ber, the production of Cisco routers
in Brazil. During his visit, Mr. Lloyd
spoke to Live Magazine about local
manufacturing, the plans regarding the
launch of new technologies and the
company’s growth in the country. He
pointed out the good image that the
Brazilian subsidiary and the country
have in the global operation of the
company and stated that, among the
actions, which have already been de-
fined, there will be an increase in the
production of equipment, the con-
solidation of partnerships and strong
investment in the relationship with “There is no doubt that Brazil plays an important
state and federal governments, with role and is one of the Cisco’s long-term investment
telephone service providers and cor-
plan. We have plans for local manufacturing,
porations. Follow the main points of
the interview. innovation, server excellence, and my expectation
is that this market will grow faster than expected”
LIVE MAGAZINE: What have —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
been the investments made by Cis-
co in Brazil so far, and what are your
future plans?
ROBERT LLOYD: Brazil has always in Rio de Janeiro, where we will be able th Africa, Beijing and London. Un-
been a focus point to Cisco. Recently, to demonstrate the innovations in the questionably, we have the capacity of
we dedicated a specific investments fields of health, education, urban de- providing the best infrastructure. We
package to expand our local presence velopment, sports and entertainment have more experience than any other
and stimulate national development. and public security; investments in a company, and we will do a better job
We have already made large invest- venture capital fund focused on IT, di- than we did in London; since, by 2016,
ments in the training of our teams; we gital communications and economy, in the complexity will be greater and we
have reinforced our relationship with the expansion of local production – as will have more videos and content. We
partners and clients; and we are inves- mentioned before – and on intellectual want to bring professionals with expe-
ting in infrastructure. With regards property agreements with Brazilian rience and know-how in events such
to local production, we have already entities for the joint development of as these to help Cisco’s team in Brazil.
manufacture setup boxes and we are innovations to better serve the market.
about to begin manufacturing of one We are very optimistic. CLM: In which way do these spor-
of our main product lines, routers. We ting events orient the company’s in-
will soon provide for the manufactu- CLM: Has Cisco been working on vestmentss?
ring of switches locally. any project for the World Cup and ROBERT LLOYD: We We consider
The main four pillars on which our the Rio de Janeiro Olympic Games? these huge events as great opportuni-
investments are based over the next ROBERT LLOYD: When we talk ties to influence the Brazil’s develop-
few years revolve around the inaugu- about these sporting events, we always ment; however, I do not think that they
ration of the Cisco innovation center bring the experience we had in Sou- are orienting our investments per se.
29
30. 1 COVER
Obviously, the manner in which we “We lead and maintain our market share; in the US.
look at the opportunity will deter-
mine which company will build the For example, we are the second largest player in the
entire infrastructure required, and we blade segment. We have maintained our share at
certainly have the best tools to, for ins- 15.2% regarding mobility, and we lead the wireless
tance, execute the connectivity of the
stadiums for the World Cup. However,
market, since Wi-Fi is a fast-growing market”
our major concern is in making sure —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
that the 12 cities hosting the games
in 2014 will be able to take advantage
of this infrastructure and that it will
benefit its residents after the games. business is currently down, because nufacturing, research and infrastructu-
The main objective is to create a long- people do not know what paths the re oriented economy. The next Internet
-lasting legacy for the cities hosting economy will follow. The continent is wave will be the Internet of things, not
the World Cup and for Rio de Janeiro officially in a recession, especially the only connecting mobile phones, TVs and
after the Olympic Games. southern block where the economy computers, but connecting everything.
has been the most challenging. We Well, we believe that a great percentage
CLM: How does Cisco view have also seen a reduction in China’s of sales will come from Brazil, Mexico,
Brazil’s position within the current production, because Europeans and Russia, India and China. We have a plan
global economy? North-Americans are consuming less. for 2016, when we believe that the glo-
ROBERT LLOYD: I believe that the However, despite this, networks have bal economy will be normalized, and we
Brazilian economy has been impac- never been such a relevant subject. The also believe that, at that time, Brazil will
ted by the slow rate of growth in the Internet has been helping, for exam- continue growing somewhere between
global market, in particular the drop ple, consumers to deal with market 4% and 5% per year.
in consumption from the Europeans. challenges, and we see the adoption
However, on the other hand, this is of cloud computing as a strategy to CLM: The lack of qualified ICT la-
one of the causes for the investments reduce costs. In the entertainment bor is one of the challenges in Brazil.
made in its domestic industrialization, market, we believe in the video seg- What is Cisco’s strategy in this area?
and the reason for Brazil’s growth over ment and, we definitely have an eye ROBERT LLOYD: There two points
the last decade. on the telecommunications sector, to this question; first of all, we work
There is no doubt that Brazil plays seeing great opportunities in mobili- with the academies that initiate young
an important role and that it is one ty. Despite the crisis, people want to people in technology. One thing that
of Cisco’s focus of long-term invest- consume technology, and this is an has been very successful, and that
ments. We have plans for local manu- advantage for Cisco, because we find already includes over 30,000 students
facturing, for investments in innova- ourselves in a good position. As soon is the NetAcademy program. I also
tion, and two major events over the as the crisis is controlled, we will be believe that we will have to intensify
next few years. My expectation is that, ready to meet the demand in strategic the work with our training partners and
on average, we will grow twice as fast areas, such as datacenters, mobility, our partnerships with universities in
in Brazil than in any other economy. collaboration and video, and focus order to have increasingly more people
on the sale of solutions. inserted in the trainee programs. I
CLM: What are the company’s would like to continue hiring these
challenges in face of the global eco- CLM: Can emerging economies more qualified individuals, because it
nomic crisis, which has particularly guarantee that company growth will is important to have younger talents
affected European countries? be maintained in the short and me- in the company.
ROBERT LLOYD: Europe is a major dium terms?
challenge, because its governments ROBERT LLOYD: We are making the- CLM: What are Cisco’s main ver-
are having trouble dealing with the se investments because there is no better ticals in Brazil?
economic crisis. This is the first point. opportunity than in emerging countries. ROBERT LLOYD: Government is
The second point is that confidence in Brazil has 200 million people and a ma- one of the growing segments, and we
30