- Mobile data traffic is expected to grow 26x from 2010-2015 due to shifting usage patterns and the rise of smartphones and tablets. - The majority of mobile data consumption now occurs indoors on WiFi networks, exceeding cellular capacity in some locations. - To effectively manage the explosive growth in traffic, a more elastic network architecture is needed that incorporates small cells, heterogeneous access, and mobile cloud services.

1. Managing the Data Deluge
Nick Adamo, SVP, Global Service Provider Market Segment
Cisco Systems
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Cisco Confidential
Internal Use Only 1

2. In
global mobile
data traffic grew
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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3. In
traffic will grow
with
of mobile device usage
indoors, home and office
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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4. In
of smartphone
traffic was
offloaded;
of tablet traffic was offloaded
to Wi-Fi networks
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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5. By
or
of all fixed and mobile
devices will be
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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6. iPads sold in
;
more than ALL Mac
sales in !
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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7. Mobile Apps
will be Downloaded
per year
= in ARPU
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
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8. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
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9. 26x Growth Macro
2G/3G/4G
Macro
1000 Capacity
Average
100 Macro Cell
Growth
Efficiency
10 Spectrum
1 Consumer Business Community
1990 1995 2000 2005 2010 2015 Wi-Fi
Source: Agilent Femto
Small Cells Increase
Overall Capacity Not Keeping Pace with Data Demand
Existing Capacity
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10. • Mobile data traffic expected to increase
26x from 2010 to 2015*
• Usage consumption patterns are shifting
• Majority consumption occurs indoors
(home, office, venues)
• Wi-Fi coverage is readily available
at most locations
• According to Millennial Media, 1/3 of
impressions comes from Smartphones
connected over Wi-Fi networks
Source: Strategy Analytics
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11. ―We’re entering the post-macrocell
era where radio type no longer
defines the network architecture—
and small cells are critical in delivering
the mobile Internet.‖
John Chambers
Chairman and CEO, Cisco Systems
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12. Key SP Wi-Fi
Requirements
Mobility, Carrier-Grade, Scalability, Security
Intelligent Unified Seamless Converged
Radio Architecture Experience Core
Cisco Solution Pillars
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13. • Mobile Internet Demand is non-uniform
• Peaks of demand in certain hotspots
can exceed cell capacity
• Baseball stadium deployment—5500
devices generating 52 Mbps traffic
Spatial Traffic Distribution
• 12,000 devices attached to Wi-Fi 100
90
during Superbowl XLV 80
Cumulative Traffic
70
• How to scale metro—continuing splitting
60
50
Mobile Voice (Mins)
cells or do something different? 40
30
WiFi (Clients)
Mobile Broadband (MB)
20
10
0
0 20 40 60 80 100
Percentage Geographic Area Covered
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14. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
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15. Data Cap
Reached
BYOD
90%
Lifestyle Devices App Freedom Internet of Things
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16. Lifestyle Devices App Freedom Internet of Things
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17. 100M Subscribers
10M Subscribers
1M Subscribers
Voice Signaling Data Signaling Roaming Signaling Keep alive Signaling
100s of signals
in minutes
Phone Call Browser Phone in Motion Multiple Apps by one user
Unpredictable
Lifestyle Devices App Freedom Internet of Things
Signaling
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18. Customer
Sodas LOW Preferences
Maintenance
Engine Usage
Lifestyle Devices App Freedom Internet of Things
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19. Old Normal New Normal
User People People and Things
Access Homogeneous Heterogeneous
Services Voice and Data Experiences
Usage Predictable Unpredictable
Architecture Static Elastic
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20. 3G Bearer Sessions
4G Signaling Transactions
Small Cell Services Throughput
Lifestyle Devices App Freedom Internet of Things
3G to 4G and WiFI Unpredictable Signaling Machine to Machine
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21. Signaling and Bearer Services
3G
3G
GGSN
SGSN LTE
LTE FW PCRF
SGW
MME LTE IPsec IMS
DPI
PGW
Any Access, Any Service, Any Analytics, Auto Sizing
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22. Mobile Cloud Services
Elastic
Intelligent Network
Elastic Core Elastic
Computing Evolved Computing
Packet Core
Video Cloud Services
Resource IP Edge and Core Resource
Optimization Optimization
Network
Virtualization
Unified Mobile
Backhaul
HETEROGENEOUS ACCESS
Unlicensed Small Cell Macro Radio Licensed Small Cell
(SP WiFi) (2G, 3G, LTE, A-LTE) (Femto)
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23. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
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24. Subscriber
Network
Application
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25. Dwell Time Typical Path Taken
on Laurel Street Time at
Dwell
Coffee Shops
7:00–9:00am:
4 minutes, 7:00–9:00am:
22 seconds 4 minutes,
22 seconds
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26. Airport
Airport
Airport
Traveler Paths
Traveler Density
Travelers
Capacity
Targets LocatedStatus
Location
Devices Percentage
20/50 Location A OPEN
1 2315 60.01
100/100
2 8:00–10:00am
Location B
834 CLOSED
21.62
3 709 18.38
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27. Elastic
Architecture
Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
Elastic Resource Network Heterogeneous
Elastic Core Virtualization Access
Computing Optimization
Lifestyle Devices App Freedom Internet of Things
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28. Thank you.
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29. Tablet = 1.2 X (monthly 32-bit laptop fixed traffic)
64-bit Laptop/PC = 2.0 X (monthly 32-bit laptop fixed traffic)
Internet-Enabled HDTV = 4.1 X (monthly 32-bit laptop fixed traffic)
Gaming Consoles = 3.2 X (monthly 32-bit laptop fixed traffic)
Internet-Enabled 3DTV = 3.4 X (monthly 32-bit laptop fixed traffic)
Source: Cisco VNI Global Forecast, 2011–2016
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30. Industry’s first Elastic Architecture for the Next Gen Mobile Internet
An Elastic Architecture addressing the New Normal
Introducing the Elastic Packet Core
• Expanding the ASR 5000 to ASR 5000 Series
• ASR 5500 for the next decade: superior economics,
incremental monetization
Customer Momentum:
• TBC
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 30

31. Industry’s first Elastic Architecture for the Next Gen Mobile Internet
An Elastic Architecture for the New Normal
Introducing the Elastic Packet Core
• Expanding the ASR 5000 to ASR 5000 Series
• ASR 5500 for the next decade: superior economics,
incremental monetization
Customer Momentum:
• TBC
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 31