Presented at SUPERCOMM 2009 by Simon Aspinall, Sr. Director, Cisco Service Provider Marketing Customer demand for Web 2.0, interactive media content, self-publishing, IPTV, collaborative business tools, on-demand services, and TelePresence is changing the landscape of 21st-century service delivery. Any new solution must help service providers enhance, optimize, and assure delivery of services across their entire service portfolio. These solutions must provide a mechanism to improve the quality and efficiency of traditional services while helping create the foundation for providers to deliver cloud-based services. The result is an entirely new way to create dynamic interconnections and facilitate an integrated approach to service delivery.

1. Transforming Service Deliveryand the Road to Cloud Services Simon Aspinall, SP Marketing

2. Challenges and Opportunities: Consumers and Businesses Are Demanding New Services Businesses Demand Greater Productivity Experiences Consumers Want More Personalized Experiences Consumer Experiences: More Visual More Social More Personal Business Experiences: More Collaboration Better Returns Improved Agility

3. Collaborative Services Power and Cooling Visual Networking Asset Utilization User Expectations Provisioning New BusinessPressures OperationalLimitations Economy Security Threats Regulation Bus. Continuity Service Providers Are Under Increasing Pressure Satisfying increasing demand whiledecreasing cost

4. Transforming Service Delivery: Unified Service Delivery End to End Services Entertainment Customer SP Data Center DC—CO—VHO Communication IP NGN Information Collaboration Unified Service Delivery

5. Unified Service Delivery Best of Breed End-to-End Solution Unified Computing Unified Computing System Third Party Virtualization SP Data Center DC—CO—VHO Communication IP NGN Nexus 1000V Unified Fabric Nexus Family Network Intelligence and Quality IOS, IOS-XR, medianet Unified Service Delivery Security and Application Performance APM, WAAS, Mgd. Security Media Aware Distribution Video Delivery Product Suite Peering and Interconnect CRS / ASR Families

6. Customer CapEx Serv Vel OpEx SP Data Center DC—CO—VHO Communication IP NGN  20% 90%  30% Collaboration Transforming Collaboration Services Collaboration: Launched Quickly, Billed Faster, Delivered for Less Unified Service Delivery

7. SPs Must VirtualizeResources for Efficiency Video Head Office Storage Distribution Data Center Super Video Head End Storage Compute Storage Distribution Central Office Content Caching Storage Compute Storage Distribution Virtualization Platform Compute Platform Network Platform Customer Transform Service Delivery

8. Inter Cloud Transition to SP Cloud ServicesFoundation for Cloud Services SP Cloud Services Unified Computing Data Center Virtualization and Unified Fabric Architecture Network and Data Center Consolidation Virtualization Consolidation Automation Utility Market

9. 1960 1970 1980 1990 2000 Future of Computing Cloud Disruptor:Virtualization Web Client Server Minicomputer Mainframe 2010 2000 1990 1980 1970 1960

10. IT resources and services that are abstracted from the underlying infrastructure and provided “on-demand” and “at scale” in a multi-tenant environment 10 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

11. WW Cloud Computing Market $60B - Revenue Estimate Cloud Computing Potential “The Cloud Wars: $100+ billion at stake …. Merrill Lynch Infrastructure as a Service (IaaS) Applications (SaaS) Platform as a Service (PaaS) Business Models Discussed in Detail Later

12. Barriers to Cloud Adoption Before the Economics of Cloud Computing Can be Considered, Enterprises and Service Providers Require a Trusted Service Infrastructure Security Control Service-LevelManagement Compliance

13. Cloud Definition:Deployment Models – Public, Private, Hybrid Phase 1 Phase 2 Phase 3 Phase 4 Private Cloud Open Cloud Private Cloud Private Cloud Private Cloud VirtualPrivateCloud HybridCloud Inter-Cloud Inter-Cloud Stand-Alone Data Centers Public Cloud #1 Public Cloud #2 Public Cloud Public Cloud 2015-2017 PRESENT Federation / Workload Portability / Interoperability 13 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

14. UnifiedFabric ApplicationFluency Unified Compute SecureTransport Customer SP Data Center DC—CO—VHO Communication IP NGN Transforming Service DeliveryBuilding Blocks for Secure Scalable Cloud Computing Unified Service Delivery Cloud Services Software as a Service Platform as a Service Infrastructure as a Service

15. Cloud-based Services The Ultimate Destination Distribute Distribute Virtual Business Services Virtual Residential Services IPTV, Unified Communications, Collaboration, Web 2.0, Social Networking, Hyper -Syndication Applications Compute Storage Content Multi-tenancy Virtual Resources Thin and Remote Clients Thin and Remote Clients