The 4G Mobile Internet Transformation will cover the mobile market transition towards IP and discuss ways that providers can monetize the mobile internet while delivering more of everything their subscribers want. Simon Aspinall Sr. Director, Cisco Service Provider Marketing, SP Mobility Solutions

1. Leading the 4G Mobile
Internet Transformation
4G = IP
September 15, 2009
NDA Presentation
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

2. Mobile Internet is in a Perfect Storm
Handsets Broadband
Powerful New Devices High Speed Networks Based
with Compelling UIs on HSPA, EV-DO, and
(iPhone, Omnia, G1, WiMAX Are Now Available
N97, …) in Many Geographies
66 Fold
Increase
in Data
Pricing Traffic by Applications
Flat Rate Data Plans 2013–14 Apps Moving from Wired World;
Accelerating Consumption Emerging LBS Services;
Personalized Services Application Ecosystems
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 2

3. Transformative Effect of SmartPhones
Increasing Data Usage and New Services
The number of phones with touch
90% screens will reach 200 million by 2011
(MultiMedia Intelligence)
80%
Other Phones iPhone
% Subscribers Using Application
70%
60%
50%
40%
30%
20%
10%
0%
Email Web Search Network Social Mobile TV / Online
Services for Networking Video Games
Photo Site
Source: M-Metrics; Nielsen
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 3

4. 4G Mobile Internet Strategy
Delivering the Promise of Mobility
Experience Network Business
Visual
IP NGN
Integrated Profitable
Architecture
Ubiquitous Business
Models
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 4

5. …it is about the Experience.
Integrated, Visual, Ubiquitous
Web 2.0 Personal
Social
Rich Media
More Visual, More Social, More Personal. More Adaptive.
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 5

6. 4G Mobile Internet is all about IP…
4G
3.5G
2G 3G
GSM Edge
LTE
ALTE
CDMA WCDMA
HSPA,
EVDO
IP WiMAX
802.16m
WiMAX
802.16e
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 6

7. Cisco 4G Mobile Internet Strategy
Enabling the Promise of Mobility and Delivering
Framework for Success
Experience Network Business
Visual
IP NGN
Integrated Profitable
Architecture
Ubiquitous Business
Models
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 7

8. Cisco IP NGN Evolution
Becoming an Experience Provider
IP NGN 1.0 IP NGN 2.0
Network transition from: Experience transformed from:
FR ATM TDM Voice Video Data Mobile
To: To:
Mobile
Internet
IP Video
IP
Cloud/
Managed
2000–2008: IP becomes global 2009+: More rich, integrated
de facto convergence standard customer experiences
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 8

9. Cisco 4G Mobile Internet Foundation
Becoming an Experience Provider
Client Coverage Control Connectivity Content
WebEx LTE
Connect
Converged
Edge
Femto
Scale Speed
UC Apps
Packet
IP RAN
Gateways
WiMAX Data
Core Center
Smart IP Mobile
Clients Service
3G Control
Svcs
Scope Support
UMA/
Wi-Fi
VPN
Biz Apps
Fixed
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 9

10. CONNECTIVITY: Scaling the Full Power
of the Network to Deliver Bandwidth
Scaling the All-IP Network
200 Mbps per Cell Site IP Core
IP EDGE
(RAN + Data
Control) Center
RAN
Access IP/MPLS IP/MPLS
10/100GE DWDM
Ethernet or
Access DWDM
200 Mbps x50 10Gbps x20 200 Gbps x10-50 2-10 Tbps
2941/3400/ 3400/4500/ 7600 CRS-1/
ASR 1000 ASR 1000 ASR 9000 Nexus
Leadership Portfolio of Products in Each Category
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 10

11. Cisco 4G Mobile Internet Strategy
Enabling the Promise of Mobility and Delivering
Framework for Success
Experience Network Business
Visual
IP NGN
Integrated Profitable
Architecture
Ubiquitous Business
Models
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 11

12. Profitable Business Models: Harnessing
Subscriber and Network Intelligence Only SPs Have
Mobile
Advertising
Mobile Mobile
Video Personalized
Services
Mobile
Managed Parental
Mobile VPN Cisco Controls
IP Next-
Generation
Network Tiered /
Mobile Bundled
Collaboration Mobile
Broadband
Mobile UC Fixed Mobile
Convergence
See Cisco IP NGN Mobile Internet Services:
Mobile Internet Applications Central
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 12

13. Mobile Internet Application Evolution
Innovation and Interoperability
User Personalization
Cloud
Applications
M2M
Business Flexibility
Open API Applications
Initiatives
Intelligent IP Integrated, Interoperable
Mobile OS
App Store Networking Apps
Partnerships
Operator QoS
Policy Control
App Store
Walled
Garden
Proprietary
App Bundles
Network Intelligence
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 13

14. Cisco 4G Mobile Internet Strategy
Enabling the Promise of Mobility and Platform for Success
Cisco: Bringing them All Together,
Leading the Transformation
Experience Network Business
Visual All Profitable
Integrated IP NGN Business
Ubiquitous Models
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 14

15. Innovation
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 15

16. Cisco Leadership in Mobility
Leader in 3G IP Infrastructure.
300+ Operators
The Single Largest Deployment of
CRS-1s— Verizon Wireless
Nearly 10000 Cisco 7600
Integrated in Mobile Networks
Over 45000 Cell Sites Are IP-
Enabled by Cisco
Cisco Solutions deliver mobile
messaging to Over 500M Subscribers
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 16

17. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential NDA Presentation 17