1. Technology Innovation as a Driver for
Sustainability and Economic Growth
Chris Dedicoat
President, European Markets, Cisco
CUD 2008 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Public 1

2. The European Climate Today
Innovation- Tougher Converging Market
Based Economic and Technology
Economy Climate Transitions
Strong Innovation culture Lower GDP growth and
higher inflation Industry-specific market
Innovation benefiting from transitions, e.g. Utilities
increased Competition Globalization
opportunities and threats Technology-driven
War for talent and transitions- e.g. Video and
resources Labour market challenges Virtualization
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3. The Two European Mega-Challenges
The Two European
Mega Trends
Mega-Challenges
Innovation:
Increased
Rapid Improve innovation to
European Asian
”personalisation” customer competition provide your company
adoption of also in high with differention and a
new technology value competitive edge in
segment the eyes of customers
Increasing Globalization -
Productivity:
Green-
demands– growth within drive to improve Improve productivity
provide both and the global through cross-
better service outside of environment functional
and lower Europe collaboration
taxes
(including partners)
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4. European Business Transformation:
Superior Customer Experiences and the Borderless Organisation
The Two European Two Priority European
Mega-Challenges Business Transformation Models
Innovation:
Improve innovation to
provide your company Revenue
with differention and a
competitive edge in
the eyes of customers
& Profits
Productivity:
Improve productivity
through cross- Opex
functional
collaboration
(including partners)
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5. Europe Has the Opportunity to be an
Innovation Leader for the Future…
Innovation is at the heart of Europe: 14 of the top 20 countries measured as
having the world’s most innovative economies are in Europe Markets
Leader in Global Business
1 Innovative Brands in Most Industries LeaderThe MostReadiness Index
in Tech Advanced
Innovation Index
Knowledge Economies
2 Global Business Competitiveness: 70%
of top 17 are European
3 Most Advanced Knowledge Economies:
The Top 6 are European
4 And 70% of top 20 are European
5 Technology Readiness:
Top 5 are European Source: Innovation: Transforming the way business creates.
Source: Interbrand, 2007
60% of top 16 are European Source: World Economist Intelligence Unit whitepaper sponsored by
An
Source: WEF, 2006 inCompetitiveness Report 2007-2008
Source: EITO Global Knowledge Economy Index 2007
Bank – co-operation with IDC
Cisco Systems
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6. European Market Transitions
Drive Business Transformation
FSI Regulatory Globalisation Utilities Analogue to Industry
Risk & Compliance: of manufacturer Market Digital TV standards PCI
Solvency II / Basel II supply-chains Transformation Switchover DSS
/ MiFID
High Performance Distributed Advanced Meter Broadcast Media
Trading Manufacturing Management & Meter Convergence Over IP Cisco PCI for Retail
Reading
SP Transformation: Enterprise Video Analogue to IP
Video over Green Collaboration & Production, Publishing, Video Surveillance in
Broadband Web 2.0 Viewing Public Transport
and Public space
WebEx, TP, Services: DMS, Connected Airport
IPTV Service Assessment, UC, Presence, TelePresence, Operations / Train
Delivery Platform Planning, WebEx CUVA Station
Implementation
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7. Cisco’s Green Mission
Operations
Impacting how we operate
as a business
Products
Creating efficiencies and
innovations in our products
Architectures
Providing solutions to our customers
to address global environmental issues
Employees & Advocacy
Inspiring our employees to
get involved and take action
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8. Green Networks Vision
Service Provider
Networks
MONITOR
Mobile Enterprise
Networks Networks MANAGE
Broadband REDUCE
Technology
Home Sensor
Networks Networks
Small Business
Networks • Electricity Use in Offices
• Appliances in Homes
• Traffic Flows in Cities
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9. Cisco’s Green Ecosystem
Employees Nonprofit/
Volunteer
NGOs Organizations
Customers
Regulatory
Affairs and
Compliance
Bodies
Manufacturing
Local,
and Supply Chain
Regional,
Organizations
and National
Governments
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10. Cisco’s Commitment
25% Reduction in GHG emissions by 2012
• Labs and Data Centers
• Product efficiency
• Cisco Connected
Workspace
• Collaboration technologies
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11. Greening Our Operations
Environmental responsibility in our supply chain
Strategic procurement of green energy in our
operations
Energy efficiency and responsible use of scarce
resources in our buildings, labs and data centers
Using technology to reduce our overall
GhG footprint
ISO 14001 management of our operations
Carbon Quotas – to an individual level
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12. Greening Our Products
Sustainable product design
Commitment to standards
Product energy efficiencies
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13. Developing Green Architectures
Connected Urban Development
Connected Connected and
and Sustainable
Sustainable Buildings
Mobility
Connected
Smart Urban
Work Development Smart
Centers Homes
Cleaner, More Green
Efficient Power Information
Generation Technology
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14. CUD – Recognition
CUD selected as top “Benchmark of
Excellence” by the European Commission’s
Covenant of Mayors initiative
CUD is one of the 25 featured commitment
updates at the Clinton Global Initiative’s 2008
Summit
Extensive International press e media
coverage, mayor international bodies proposing
partnerships
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15. Connected Urban Development
A Blueprint for City Transformation
Connected &
Sustainable
Buildings
Connected & Connected & Connected & Sustainable
Sustainable Work Sustainable Homes Sustainable Socio -
Mobility Energy Economics
Smart Work Centres Office
Buildings Renewables & Active Citizenship
Smart Road
Digital Swarming co-Generation & Eco Maps
Pricing Public
& Hub Pavilions Urban Monitoring Innovative
Personal Travel Spaces
Connected Assistant & Measurement Green Business
Public Transit
Workplaces Models and
Hubs Citizens Energy
Connected Public Sustainability
Connected Efficiency
Transportation Hospitals Clusters
Workforce
and Schools
Sustainable Urban Planning
Broadband Platform
IP-Enabled Homes and Offices, Roads, Utilities, Workplace Design
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16. CUD leadership: Amsterdam example
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17. Recently Added CUD Cities
IP-based Smart Energy
Connected and Sustainable Urban Planning
Connected and Sustainable Homes
Intelligent Traffic Management
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18. The Traditional Electricity Infrastructure
Power
Generation Transmission
Substation
No
real-time
real- Primary
connection Distribution
Substations
Secondary
Distribution
Substations
Customers
Network Control Center
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19. Distributed Intelligence
Leveraging Broadband
Power
Generation Transmission
Substation
Primary
Distributed Distribution
Real-time
Real-
Inteligence Substations
connection Secondary
Distribution
Substations
Customers
Network Control Center
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20. Turning Discussion Into Action
Industries / Governments Part of Solution
Prioritize … Action
Public-Private Partnerships
Policy Framework
Broadband as “Fourth Utility”
Internet to Drive Economic /
Government Initiatives
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21. CUD 2008 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Public 21