1. Willie Yam
Cisco Cloud Strategy Director, BD
Enterprise architecture Solutions Group
(EaSG)
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2. Agenda
• The Business Case of Cloud Computing
• Cloud Computing Building Blocks
• Cisco’s Cloud Computing Solutions
• Case Studies
• Summary
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3. Global Trends… Additional Analyst Comments
…Changing Customer demands: In 2–5 years 40 % of
2–
business customers will buy ICT from the cloud.
“20% of companies will no longer run ICT equipment
in-
in-house 3 years from now.”
“Major global telcos…leveraging formidable existing
centralized computing and network management
assets.”
“Worldwide hosted virtual desktop (HVD) revenue will grow
HVD)
to $65 billion in 2013, equaling to more than 40 percent of
the worldwide professional PC market.”
“By 2013, Hosted UC will represent 30%+ of Cisco’s
addressable UC market.”
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4. Cloud in China is Still Evolving
Now In 2 Yrs
Now In 2 Yrs
Source: China’s Pragmatic Path to Cloud Computing - Accenture Center for High Performance and China Institute of Electronics, 2010
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5. Next Inflection Point
WHAT IS
CLOUD COMPUTING?
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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6. Cisco Overcome Cloud Barriers While Bridging
the Trust Gap
Customer Needs
USD, UCS, Unified Fabric
Cost Efficiency
Virtualization, Nexus 1000v, Service Profiles
Enhanced flexibility
SDR, DCI, VPN, Firewalls, Intrusion and
Data loss Prevention
Integrated Security
ISSU, Control plane fail-over, vPC, WAAS Superior SLAs
API integration, architecture,
ecosystem partnership
Full Interoperability
Weakness Strength
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

7. Cisco’s Cloud Strategy
Addressing Our Customers’ Business Challenges
Deliver products, solutions & services
to organizations to build secure Clouds
Enable Service Providers to deliver
secure Cloud solutions & services
to their customers
Advance the market for Cloud by driving
technology innovation, open standards
and ecosystem development
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8. Cloud Landscape
Cloud Services Cloud Implementations
Application Applications at Scale
(SaaS) (End users) Public
Virtual
Platform Execution Platforms at Scale
as a Service
(PaaS)
(Developers) Community Private
Cloud
Infrastructure Infrastructure at Scale
as a Service (System Administrators) Hybrid
(IaaS)
Private
Enabling Cloud Service Delivery at Scale
Technology (Cloud Service Providers)
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9. End User Cloud Journey
Customer are at different stages in their
readiness to adopt Cloud technology
Positioning long-term Cloud vision
facilitates CxO discussions; focus on
current customer stage
Inter-
Inter-
Cloud
Greenfield applications (e.g. UC on UCS) Hybrid
Cloud
can jump start Cloud discussions
Private
Cloud
Public
Cloud
Automation
Virtualization
Consolidation
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10. Building Blocks for
Cloud
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10

11. Future of Computing
Disruptor:
Virtualization
Web
Client Server
Cloud
Minicomputer
Mainframe
1960 1970 1980 1990 2000 2010
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12. Unified Service Delivery
Creates Sustainable Differentiators
Datacenter IaaS UCaaS
Virtualization Provider
Network
Unified Intelligence
Computing IOS, IOS-XR, and Quality
Unified Medianet
Computing
System
Security and
Application
APM, WAAS, Performance
Virtualization Communication Mgd. Security
Data Center MPLS
Nexus 1000V
Media Aware
Distribution
Video Delivery
Unified Product Suite
Service Delivery
Unified
Fabric Peering and
Interconnect
CRS / ASR
Nexus Family Families
Leverage Existing Assets and Innovations
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13. Cisco: One Infrastructure, Diverse Services
Cisco uniquely offers a secure, multi-tenant
service delivery platform that allows variety
and flexibility without sacrificing efficient
operations.
Customers
Hosted Service
Infrastructure
Collaboration Provider Etc…
as a Service
Solution Telepresence
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14. Foundation: IaaS Service Stack
Common Physical Infrastructure Service
Infrastructure Management Software
Routers Network
Manager
Data Center
Fabric Compute
Manager
Cisco User Portal
Orchestration &
Engine Service
Catalog
Virtualized Virtualized Storage
Resources Resources Manager
Compute Compute
Network Network
Storage Storage
Virtualization
Manager
Pod Pod
Cisco + Partners (e.g. VCE) BMC
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15. Foundation: Pre-Integrated Systems
Add Capacity Via Fully Integrated Building Blocks
§ Network, Compute and Storage Resources Pre-
Integrated into “pods” (e.g. Secure Multi-tenant
Architecture)
§ System adds capacity by adding pods
§ Each pod is discovered by the system, integrated
into the resource pools, and assigned workloads as
needed.
Nexus NAS NAS
Nexus
SAN SAN
UCS UCS
Pod 1 … Pod n
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16. Advantage: Built for On-Demand
App
§ Network policies assigned to each virtual machine instance
OS § Automatic network configuration based on policies
§ Policies travel with VM instances during re-provisioing and
VLAN
210 vMotion events
QoS
Priority
Nexus 1000v + vNIC Nexus 1000v + vNIC Nexus 1000v + vNIC
Cisco VN-Link: Virtual Network Link
VN-
Policy-
Policy-based VM Network and Security Maintains Wire-once
Wire-
Connectivity Service Portability Operations Model
Nexus / UCS / ASA / etc.
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17. Advantage: Built for Scalability
Add Capacity For System, Not Single Service
Available Capacity
Capacity Consumed
Service 1
Service 2
Available Capacity
Service 3
Service 4
Added
Time infrastructure
is
dynamically
discovered,
+ and comes
online to
meet any
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demand.

18. Advantage: Built for Multi-Tenancy
Cisco Differentiation: The Network Container
Logical View per Common Physical
Tenant Infrastructure
§ VN-Link allows per-VM
segmentation of traffic
with full switching features MPLS Core
§ VLANs and VRFs keep L2 /
L3 customer traffic
isolated
§ Virtual Device Contexts
Fabric
further isolate traffic and Path
enhance operations
§ Allows partitioning of data
center services such as
SLB, firewalling, etc.
§ OTV allows seemless
extension of tenants
between pods
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19. Advantage: Enables Strong Differentiation
Services Combine To Create Varied Offerings
Bronze Silver Platinum
Multiple VLANs Multiple VLANs
SLB & SSL VPN Offload
offload Firewall
LB, 1 VLAN SLB & SSL
System Configs
offload
System Configs
Virtual FW + pVLANs Virtual FW + pVLANs
Virtual FW + pVLANs
Shared VMFS, Dedicated VMFS, Dedicated VMFS,
No Data Protection DP via Snapshots 100% DP, Cloning
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20. Cisco’s SP Hosted Collaboration Solution
Allowing partners to monetize our entire collaboration portfolio
Service Provider hosted Conferencin
Virtualized Applications $ g, Customer
Care,
Telepresenc
e, Enterprise
Social
Software
Revenue per User
Unified
Voice & Video Presence & IM Mobility
Messaging
Mobility
Presence &
IM
Voicemail &
Integrated
Conferencing Customer Enterprise Messaging
TelePresence Social Software
& Email Care
Voice
Offering
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21. Cisco Cloud Solutions
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21

22. Cloud Architecture Interlock
Unified View
Collaboration
Borderless Networks
Enterprise Private Cloud Service Provider Cloud
IP NGN Hosted
Collaboration Collaboration
Apps
Enterprise Apps
Managed/Cloud Services
IaaS
Infra Automation
Unified Service Delivery
Data Center/Virtualization Data Center/ IP Data Center/
Virtualization NGN Virtualization
Salesforce.com WebEx
SaaS
“Others” Provider Clouds ScanSafe
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23. Cloud : One Infrastructure, Many Solutions
Cisco’s network-centric virtualized data center is
best positioned to enable the journey to the
networked cloud
Vblocks Secure
Imagine: Multi-tenancy
30 racks reduced down to 3 racks
Provisioning applications in
Imagine:
hours instead of weeks Securely sharing servers
between multiple users/groups
without having to add another
server
Cloud-in-a box Virtual Desktop
Imagine: Imagine:
100’s servers in a broom closet Over 4000 desktops in a single rack!
with web self service provisioning, Savings up to 60+% per PC per year
automated application deployment Significant savings in operations
….all in one box
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24. Solution #1: VCE Vblock
Accelerating the Virtualization of IT Infrastructure
Vblock 2
3000-6000 VMs
Large-Scale, Greenfield
Virtualization
Vblock 1
800-3000 VMs
Consolidation,
Optimization
Initiatives
Vblock 0
300-800 VMs
Entry-level Offer
Medium-Business
Test/Dev for SIs, SPs
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25. Solution #2: Secure Multi-Tenancy
Three Companies, One Architecture
Overview:
vSphere, VMware VMware VMware § Validated design for end-to-end
vShield Zones, secure multi-tenancy
vCenter
§ Isolate applications across
network, servers, storage
§ Separate confidential information
between business units,
customers, departments, or
Nexus 1000V,
Nexus 2000/5000/7000,
security zones
UCS, 10GbE Business Benefits:
§ Meet service level agreements for
mission critical applications
§ Quickly respond to changing business
needs
§ Streamline operations and improve
efficiencies across data center
§ Reduce costs and resources to achieve
MultiStore,
Data Motion isolation and compliance
NFS/iSCSI HR BU APP
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26. Solution #3 :Desktop Virtualization
Launch Snapshot VDI/VXI
Solution Elements The Value Proposition
Cisco’s VDI solution is an element of the Cisco Virtual
eXperience Infrastructure (VXI) system vision and For Our Customers
architecture. Cisco VDI leverages the following technology
and services elements:
•Rapid Deployment & Scale of
Desktops
•Unprecedented Control & Security
Thin Client of Centralized Desktops
VM VM VM
VM VM VM VM VM
•Unparalleled Computing
VDI Connection
Citrix or VMWare Broker Experience
•Gain Control over Desktop TCO
Hypervisor
•Solve critical customer issues -
Citrix or VMWare
Compute Windows 7 migration is one of the
Storage most important desktop computing
NetApp
or
decisions/strategies they are facing
EMC Storage
today
•VDI is an entry point into a larger
Cisco UCS solution play for VXI
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27. Solution #4 :Cloud Starter kit / Cloud-in-a-Box
Launch Snapshot for Private Cloud Solution
Solution Elements The Value Proposition
Description
2 x 6120
1 x 5108 •Bundled UCS solution with a self-
4 x B200 M2
- CPU X5650 service provisioning portal, VM
Portal - Memory 48 GB lifecycle management, base
Hypervisor
service catalog and hypervisor
•Focused on Commercial and
Enterprise segment customers that
are interested in a introductory
Cisco UCS
Private Cloud solution
•Supports between 50 to 150
Virtual Machines
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28. Case Studies
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29. Cisco Case Study: Introducing CITEIS
A Framework for Providing Infrastructure as a Service
Architect it Architect it
Design it Design it
Where can we put it?
Where can we put it?
Procure it
Procure it
Install it Install it
CITEIS
Configure it
Configure it
Secure it
Automated
Secure it Self-service
Manual On-demand
Is it ready? Is it ready?
Before CITEIS After CITEIS
• Machine-oriented • Service-oriented
• Manual provisioning • Self-service; automated provisioning
• Hard to control utilization • Elasticity (capacity-on-demand)
• High provisioning & ops cost • Optimized provisioning & ops cost
• Extended provisioning time • Rapid provisioning
• Configuration risk • Increased Resiliency and Availability
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30. CITEIS in the context of ITaaS
Cloud has three Delivery Models, enabling ITaaS
Software as a Service
Applications, collaboration, etc SaaS
Cisco Cloudware
Ex.: WebEx Meeting, Salesforce.com Platform (CCP)
Platform as a Service
Cloud
Delivery Middleware, directories, etc PaaS
Models Ex.: Google Apps, ~WebEx Connect
CITEIS
Infrastructure as a Service
Compute, storage, networking, etc IaaS
Ex.: Amazon EC2, Savvis, Terremark
Data Center as a Service
Data center facilities, power, cooling DCaaS
Ex.: WPR/NDCS, AT&T, Sprint
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31. NDCS Compute Landscape
Delivering Value to Hosting Clients
Man hours
60 6-8 Weeks
Delivery System Administrator PM SODC Procurement Hosting
Demand Hours for Delivery
50 49 Man Hours
40
2-3 Weeks
30
Delivery
20
17 Man
Hours*
15 Minute Delivery
10
0 Man Hours**
0
Cloud Based
Physical Virtual Machine CITEIS
Infrastructure
Evolution of Infrastructure Services
Agility focus is shifting from Virtualization to Automation
Presentation_ID
C97-541444-00 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Public *Assuming pre-built pools; **Provider not involved; client <10 mins
31

32. Case Study: Wall Street Business Transformation
Major Shocks Catalyzing Rapid Transformation of the Industry Value Chain … End-to-End
TRADING VALUE CHAIN - Illustrative
News, Data, Buy-Side Exchanges Regulatory
Analytics, Content Sell-Side Venues Agencies
Providers Trading Marketplace
Applications, Components, Platforms, Solutions, and
Service Providers
Source: Cisco IBSG 2010
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33. Business Challenges in the New Cloud
Model
Service Providers
• Offering cloud
computing capacity
• Challenge to invest in
secondary markets with
low demand and slow
ramps
Enterprises Technology Suppliers
• Desire “everything-as-a- • Shifting customer
service” demand from
• Shift from equipment enterprises to service
purchase to capacity-on-
demand
providers
• Reduced need for data • New features required
centers and raised floor • New business models
space
Cloud
Operating
Model
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34. Emergence of Dynamic Networked Organizations (DNO)
Three Key Business Models
Restructuring of the value chain thru network capabilities and business services
1 Channel Creator/Content Provider Financial Markets Service Providers 2
AaaS Regulatory Exchanges
Content Application Financial
Saas And Venues Markets
Providers IaaS Services Compliance Marketplaces Utilities
NaaS SP
3 Enabler of structural competitive advantage
the
network as the
VPDC Platform Video
Mobility Voice
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35. Leveraging the Cloud for Risk Analytics
Monte Carlo simulation
1 requires 6,000 additional
cores for three hours
1 Risk Calculations
Simulation 4
Workload
require increased Deployed Check Availability,
compute resources
2 Latency and Cost to
Exchange
Request XYZ
determine optimal
Corporate resources location
Data Center
Establish secure tunnel to
2 access resources. Exchange
XYZ leverages UCS to provide
3 on-demand compute
leveraging a secure
multi-tenancy architecture
3
Core 4 Simulation workload
Amazon deployed; Corporate Data
Center utilization is
adjusted accordingly
Proximity Hosting
Provider
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36. Cisco Cloud Computing Solutions
Flexibility to …At …With
Deliver Scale… Dramatic
Services Cost
Quickly… Advantages
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37. Willie Yam
Cisco Cloud Strategy Director, BD
Enterprise architecture Solutions Group
(EaSG)
C97-541444-00 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Public 37