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1. Introducing Cisco
Unified Service
Delivery (USD)
Foundation for Service
Provider Cloud Services
Suraj Shetty
Vice President, Worldwide Service Provider Marketing
May 12, 2009
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
USD R_May 2009

2. Service Provider Dynamics
Experience Provider Transformation
Broadcast Telecoms
Satellite/ 3G/4G
Wireless Video
Over the Video Cloud
Top Alliances Services
Wireline IPTV
Cable Digitalization
Business
Content Time-Shift Voice &
Live VoD Internet Internet
Services
Production Broadcast Multicast Streaming Downloads Access/Data VoIP
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

3. Service Provider’s Dilemma
Collaborative Services Power and Cooling
Visual Networking Asset Utilization
User Expectations Provisioning
New
Business Operational
Pressures Limitations
Economy Security Threats
Regulation Bus. Continuity
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

4. IP Traffic will increase 6X
from 2007 to 2012
In 2012, half a zettabyte will
cross the global network
Source: Cisco Visual Networking Index—Forecast, 2007–2012
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

5. Data Center and Network Evolution
Data Center 3.0
Data Center 2.0
Data Center 1.0
Client-Server and Service Oriented and
Mainframe
Distributed Computing Web 2.0 Based
IT Relevance and Control
VIRTUALIZED
DECENTRALIZED
CENTRALIZED
Application Architecture Evolution
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

6. Cisco Data Center 3.0 Strategy
Virtualization
Consolidation Automation Utility Market
Inter Cloud
SP Cloud Services
Unified Computing
Data Center Virtualization and Unified Fabric Architecture
Network and Data Center Consolidation
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

7. Introducing Unified Service Delivery
Foundation for SP Cloud Services
Entertainment
Unified Service
Delivery
Customer
SP Data Center
Information Communication
DC—CO—VHO IP NGN
Consumer/
Business
Collaboration
Secure Virtual Experience
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

8. Introducing Unified Service Delivery
Foundation for SP Cloud Services
Unified Service
Delivery
Entertainment
Virtualization Customer
SP Data Center
Information Communication
DC—CO—VHO IP NGN
Compute Network
Collaboration
Secure Virtual Experience
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

9. Unified Service Delivery
Best of Breed End-to-End Solution
Network
Intelligence
Unified
IOS, IOS-XR, and Quality
Unified Service
Computing
Unified medianet
Delivery
Computing
System Security and
Application
APM, WAAS, Performance
Mgd. Security
Third Party SP Data Center Communication
Virtualization DC—CO—VHO IP NGN
Media
Nexus 1000V Aware
Video Delivery Distribution
Product Suite
Unified
Peering and
Fabric
Interconnect
CRS / ASR
Nexus Family Families
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

10. Introducing CRS-1 for Data Center
Secure Interconnection Across the Infrastructure
Regional /
Central Distributed
Core
Peering Peering
SP Data Center
SP Data Center
DC—CO—VHO
SP Data Center SP Data Center
DC—CO—VHO
DC—CO—VHO DC—CO—VHO
New Hardware and Licensing
Virtualization Security Performance High Availability
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

11. Unified Service Delivery
Secure Virtualization for Consumer and
Business Services
Unified Computing Nexus
CRS-1
System Family
Entertainment
Information
Collaboration
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

12. Drastically Reducing Time Needed to
Launch Services
Minutes
Months Weeks Days
No SP Data Static Service Dynamic
Virtualization Enablement
Center Service
Virtualization Enablement
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

13. Synergy Research Analysis
Unified
Video
Power Comm’s
Cost
Efficiency Cost
Savings
Savings
2x 5.5-7x 2x
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

14. Building Blocks for Secure, Scalable
Cloud Computing
Information
Unified Service
Delivery
Customer
Cloud Services
Software as a Service
Unified Data Center
SP Secure
Unified Application
Communication
Platform as a Service
IP NGN Transport
Fabric Fluency
Compute
DC—CO—VHO
Infrastructure as a Service
Cloud Services Secure Virtual Experience
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

15. Cloud-Based Services
The Ultimate Destination
Virtual Business Virtual Residential
Services Services
IPTV, Unified Communications, Collaboration,
Web 2.0, Social Networking, Hyper-Syndication
Applications Compute Storage Content
Distribute Distribute
Multi-tenancy
Virtual Resources
Thin and Thin and
Remote Clients Remote Clients
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009

16. Transforming Service Delivery
Cisco Unified Service Delivery
Entertainment
Unified Service
Delivery
Customer
Secure Center Experience
SP Data
Information
Virtual Communication
DC—CO—VHO IP NGN
Any Form
Collaboration
Any Place
Any Any Any Any Any Device
Application Compute Storage Location
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Cisco Unified Service Delivery Launch May 2009

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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Unified Service Delivery Launch May 2009