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1. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
Capturing the Cloud
Opportunity
Alfredo Nulli, Head of Cloud Computing Marketing
Giovanni Fruscio, Business Development Manager

2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2© 2010 Cisco and/or its affiliates. All rights reserved.
1 Zettabyte
1B Terabytes of Content
1 Trillion
Connected Devices
1 Million
Applications

3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Source: Paul Maritz keynote at Vmworld 2010

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YoY growth
CAGR 09-13
Overall IT
Spending
12% 9%-20% >20%7%
Cloud
Services
Hosted
Services
Managed
Services
* Forrester Research, 2010, IDC, Cisco elaboration
Un-managed On Premises ON DEMANDOff Premises X-aaS
Managed Services

5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Landscape
Virtualization drives Cloud:
Private cloud : corporation with 15% or more servers already virtualized
Public cloud: corporation with 50% or more servers already virtualized
Reasons:
Improve availability
Improve a disaster and recovery strategy
Improve Utilization
Lower the TCO
Show stopper
Security
Immaturity
Cost
source IDC survey 2010
Networking Vendor Server Vendor
Virtualization Vendor Storage Vendor
Internal IT
department

6. Cisco Confidential 6© 2010 Cisco and/or its affiliates. All rights reserved.
How important are cloud computing services to
the survival and growth of your business?
- Not important
- Somewhat important
- Very important
- Critical

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IT resources and services that are abstracted from the
underlying infrastructure and provided “On-Demand” and “At
Scale” in a multi-tenant environment

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Public Private Hybrid Community
Deployment
Models
Service
Models
Software as a
Service (SaaS)
Platform as a
Service (PaaS)
Infrastucture as a
Service (IaaS)
Essential
Characteristics On-Demand
Self Service
Broad Network
Access
Resource
Pooling
Rapid ElasticityMeasured Service
Visual Model of NIST’s Working Definition of Cloud Computing
http://www.csrc.nist.gov/groups/SNS/cloud-computing/index.html

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IT Department
Developers
End Users
Infrastructure
as a Service
(IaaS)
Software as a
Service (SaaS)
Platform as a
Service (PaaS)
Business data – Storage, backup, bulk encryption, DR
System infrastructure – BC / DR, DevTest, quality assurance,
multilocation, VDI
Hosted hardware grid – CloudBurst, data base
SaaS-Enabled Applications
Platform-Enabled Applications
Billing Collaboration
Applications-
Developed Workflow
Metadata
CRM/ERP
(Force.com)
Desktop Apps
(Office)
UCC
(WebEx) Video
Other
Applications
Infrastructure-Enabled Services
Commercial
Interface
Moving Up”
IP NGN and Connectivity Svcs
Integration
of the Network
Customer IT

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APIs and
Protocols
Open
Standards
Hybrid Cloud
Private
Cloud
Inter-
Cloud
Public
Cloud
Virtual Private
Cloud

14. Cisco Confidential 14© 2010 Cisco and/or its affiliates. All rights reserved.
What categories of cloud services are you
planning to implement in the next two years?
- Infrastructure as a Service
- Platform as a Service
- Software as a Service

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17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
PaaS
SaaS
RevenueandRevenue/Sq.Ft.forDC
Business Relevance to Customer
IaaS
Hosting
Colocation
Compute as a Service
Fast Propotyping
VDI
Virtual Hosting
Storage aaS
Disaster Recovery
Cloud Burst / Hi IO
Application Dev&Test
UC aaS
Collaboration aaS
Security aaS
Video aaS
Email &
Calendaring
ERPaaS
CRMaaS
HRMaaS
Cloud API
IaaS API
UCaaS API
DBaaS
Cloud Notification &
Accounting
Borderless
Connectivity

18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18Source : Kangchan Lee 2nd ASTAP Industry Workshop
Organization Participants Deliverables
Open Grid Forum
Microsoft, Sun Microsystems, Oracle, F
ujitsu, Hitachi, IBM, Intel, HP, AT&T, eB
ay, etc
• 150 informational documents
Cloud computing In
teroperability Foru
m
Cisco, Intel, Thomson Reuters, Orange,
Sun, IBM, RSA, etc
• None
Distributed Manage
ment Task Force
Board Member : IBM, Microsoft, Novell,
Oracle, Sun Microsystems, VMware, E
MC, etc
• DSP-IS0101(White paper, Interoperable Clou
ds)
• Open Virtualization Format Specificati
on V1.1 (DMTF Standard)
Open Cloud Consor
tium
Cisco, MIT Lincoln Labs, Yahoo, variou
s colleges including the University of Illi
nois at Chicago
• http://malgen.googlecode.com
Cloud Security Allia
nce
eBay, ING, Qualys, PGP, zScaler, etc • Security Guidance V2.1 (White paper)
ISO/IEC JTC 1 SC38 16 NB
• Recommendation to JTC 1 for standar
dization initiative for Cloud computing
ITU-T FG Cloud ITU-T Member States/Sector/Associate
• Introduction to the cloud ecosystem
• Requirements for Reference Architectu
re on Cloud Computing

19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
New Channel strategy: who is bringing Cloud
to the prime time?
Make it simpler (i.e. API, SDK, Monitoring
Portal)
An EASY to validate consumption model (no
hidden cost)
Remove the barriers between the Data Centre
and the IP Network (the DC ones hop away
from the customer)
Increase the catalogue based Services
(reduce the bespoken implementation)
Holistic Cloud story: Private and Public

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Integrated
Cloud
Services
Back/Front
Office
Communications
/Collaboration
IT Operations/
Governance
Etc.
Business
Intelligence
Platform/
Infrastructure
Services
Reduce cost
and complexity,
while increasing
the choice and
innovation

25. Cisco Confidential 25© 2010 Cisco and/or its affiliates. All rights reserved.
Which market(s) are you planning to target with cloud
services in the next two years?
- Large enterprises (> 2000 employees)
- Medium businesses (200 – 2000 employees)
- Small businesses (< 200 employees)
- Local/provincial governments
- National governments
- Other

26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26

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Customers
Infrastructure
as a Service
Virtual Desktop
Services
Etc…
Unified
Communications
Most systems vendors are recreating
the application silo problem that
virtualization solves, but at a cloud
service scale.

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Put the User at the Center, Turn the Network into a Platform

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Essential
Infrastructure for
Building Clouds
Solutions for
Deploying Cloud
Services
Innovation to
Accelerate Use
of Clouds

30. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
Customers
Cisco uniquely offers a multi-tenant
service delivery platform that allows
variety and flexibility without sacrificing
efficient operations.
Infrastructure
as a Service
Virtual Desktop
Services
Etc…
Unified
Communications

31. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
31
Creates Sustainable Differentiators
Data
Centers MPLS WAN
DC
Innovation
Data Center
Control
Plane
Unified
Fabric
MPLS
L2/L3 VPN
Application
Fluent VPN
Continued
Innovation
Leverage Existing Assets and Innovations
VPN
VPN+
CRS 3
IOS XRNexus Family
Nexus 1000V
Unified Computing
System
Datacenter
Virtualization
IaaS
and
VDI
UC aaS

32. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
Unified
Data Center
Networking
Unified
Fabric
Unified
Computing
Unified
Network
Services
Business
Application
Solutions
Cisco VXI
Tier-1
Business Applications
Integrated
Computing
Stacks
Virtual Desktop
Infrastructure (VDI)
Cloud
Management
Vblock FlexPod Cloud Starter

33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
LARGE ENTERPRISE – VIRTUALIZED DATA CENTER
Converged IT Infrastructure
Legal
Highly
Regulated
Information
Financials
Email
Test &
Development
Environment
Collaboration
Solution
Hybrid Model
Combining the control of a private
cloud with the public cloud ability
for on-demand access
Converged IT Infrastructure Converged IT Infrastructure

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Thank You
Alf Nulli – anulli@cisco.com
Giovanni Fruscio – gfruscio@cisco.com