Hotspots Overview

P re s e n ta tio n _ ID
2 0 0 1, C is c o S y s te m s , In c . A ll rig h ts re s e rv e d .
H o ts p o ts & M o b ile In te r n e t
T h e B u s in e s s O p p o r tu n ity
S T C C is c o D a y
M a y 2 2 , 2 0 0 2 R iy a d h S a u d i A r a b ia
T o n y F . G h a tta s
B u s in e s s D e v e lo p m e n t M a n a g e r S e r v ic e P r o v id e r s L O B C is c o S y s te m s tg h a tta s @ c is c o .c o m
2 0 0 1 , C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
A genda
In tr o d u c tio n M a r k e t O v e r v ie w M o b ile S tr a te g y M o b ile S o lu tio n s A p p lic a tio n s & A p p r o a c h S u m m a ry
M o b ile W ir e le s s a n d th e In te r n e t
M o b ile a c c e s s w ill e x te n d In te r n e t r e a c h M o b ility w ill d r iv e n e w a p p lic a tio n s a n d s e r v ic e s B y 2 0 0 3 * , m o r e m o b ile te r m in a ls w ill a c c e s s th e In te r n e t th a n P C s

1998 2003 PC 298M 550M C a b le 199M 260M M o b ile 290M 1B
M o r e th a n 1 B M o b ile T e r m in a ls b y 2 0 0 3 5 0 -8 0 % D a ta E n a b le d
* S o u r c e : D a ta q u e s t/
G a r tn e r G r o u p
4
T h e H o ts p o ts m a r k e t c o n s is ts o f s e r v ic e a n d
e q u ip m e n t p r o v id e r s d e liv e r in g h ig h -s p e e d a c c e s s s e r v ic e s to m o b ile u s e r s in h o te ls , a ir p o r ts , c o n v e n tio n c e n te r s , k io s k s , a n d o th e r a r e a s . C is c o in c lu d e s b o th w ir e d a n d w ir e le s s s o lu tio n s w ith in th is d e fin itio n . In a d d itio n , th e s e h ig h -s p e e d n e tw o r k s c a n b e d e p lo y e d in s e v e r a l w a y s s u c h a s th r o u g h e x is tin g p h o n e lin e s , E th e r n e t, c a b le in fr a s tr u c tu r e , fix e d w ir e le s s n e tw o r k s , o r th r o u g h a w ir e le s s L A N .
H o ts p o t N e tw o r k s D e fin e d
W h a t is W L A N ?
W L A N is a d a ta c o m m u n ic a tio n s s y s te m p ro v id in g w ire le s s p e e rto -p e e r (P C -to -P C , P C -to -h u b , o r p rin te r-to -h u b ) a n d p o in t-to -p o in t (L A N -to -L A N ) c o n n e c tiv ity w ith in a b u ild in g o r c a m p u s . W L A N s in c lu d e n e tw o rk in te rfa c e c a rd s , o r N IC s (P C a d a p te rs ), a c c e s s p o in ts (e n d u s e r-to -L A N , a n d b u ild in g -to -b u ild in g b rid g e s (L A N -to -L A N ) fo r c a m p u s c o m m u n ic a tio n s . A g ro w in g n u m b e r o f p e rip h e ra l d e v ic e s a re b e in g a d d e d to W L A N s y s te m s to in c re a s e th e u tility o f th e n e tw o rk . T h e s e d e v ic e s in c lu d e v o ic e o v e r IP (V o IP ) p h o n e s , s c a n n e rs , a n d w ire le s s g a te w a y s .
S o u r c e : ID C
T e c h n o lo g y N e w s
P h o n e s a r e la te , P D A s a re H e re W L A N is r e a lity U M T S d e m o n s tr a te d in J a p a n a n d K o re a . N o t h e r e y e t.
W A P c r e a te d e x p e c ta tio n s G P R S p o s tp o n e d e x p e c ta tio n s la te r
D e m a n d fo r m o b ile w o r k in g a n d te le c o m m u tin g is in c r e a s in g
M illio n s
20 15 10 5 0 1998
M o b ile W o r k e r s T e le c o m m u te r s
1999
2000
2001
2002
2003
2004
W e s te r n E u r o p e a n M o b ile W o r k e r s a n d T e le c o m m u te r s
ID C , 2 0 0 0
W ir e le s s L A N r e v e n u e w ill n e a r ly tr ip le fr o m th a t o f 2 0 0 0 , r e a c h in g a p p r o x im a te ly $ 3 .2 b illio n b y 2 0 0 5
ID C , 2 0 0 0
W L A N D e p lo y m e n t in th e C o r p o r a te E n v ir o n m e n t is E x p lo d in g
E x tr e m e ly lik e ly to use 33% V e r y lik e ly to u s e 17%
6 4 % o f U K c o r p o r a te s a r e lik e ly to u s e W L A N s in th e ir o r g a n is a tio n !
A lr e a d y u s e 6%
L ik e ly to u s e 9%
D o n 't k n o w 6% N o t a t a ll lik e ly to use 18%
N o t v e r y lik e ly to u s e 11%
S a m p le b re a k d o w n : 1-9 9 e m p lo y e e s : 10 0 -19 9 e m p lo y e e s : 2 0 0 -4 9 9 e m p lo y e e s : 5 0 0 -9 9 9 e m p lo y e e s : 10 0 0 -5 0 0 0 e m p lo y e e s : 5 0 0 0 + e m p lo y e e s :
S o u rc e : P M P R e s e a rc h , M a rc h 2 0 0 1
12 % 14 % 20% 23% 23% 8%

9
W L A N V e r tic a l S e g m e n t A d o p tio n
W i-F i S h ip m e n t fo r 2 0 0 1
E d u c a tio n 35% H e a lth c a r e 15% H o s p ita lity 12%
F in a n c ia l 15% R e ta il 9%
O th e r 14%
S o u r c e : C a h n e r s In -S ta t G r o u p 2 0 0 1
10
H o ts p o t N e tw o r k s R e v e n u e s E m e r g e
Wo rld w id e H o ts p o t E q u ip m e n t a n d S P R e v e n u e ($ M ) G r o w in g n u m b e r o f m o b ile w o r k e r s N e e d fo r H ig h -s p e e d a c c e s s to e n te r p r is e a p p lic a tio n s A v a ila b ility o f w ir e d to w ir e le s s in fr a s tr u c tu r e s T a r g e te d c o n te n t fo r H o ts p o t n e tw o r k s b y p o r ta ls
2000 2001 2002 2003 2004
ID C : S e p t. 2 0 0 1
A c c e le r a to r s
1 ,4 0 0 1 ,2 0 0 1 ,0 0 0 800 600 400 200 0
11
C h a lle n g e s fo r P e o p le o f th e M o v e
4 5 M P r o fe s s io n a ls o n th e m o v e , tr ip lin g b y 2 0 0 3 4 5 0 K flig h ts d e la y e d in c r e a s e s in c e 9 8 (U in 2 0 0 0 . 4 7 % S a lo n e ) th a t its a t w o rk
$ 8 0 0 M P r o d u c tiv ity L o s s 6 3 % o f p r o fe s s io n a ls c la im m a k in g th e m le s s e ffe c tiv e
T h e n u m b e r s a r e in c r e a s in g s in c e S e p t. 1 1
ID C 2 0 0 1
12
C o r p o r a te E x p e c ta tio n s o f F u tu r e M o b ile S e r v ic e s
E n h a n c e d p r o d u c tiv ity S im p lic ity
U b iq u ito u s c o v e ra g e /ro a m in g a n d a c c e s s to c o rp o ra te d a ta S ta y a h e a d o f c o m p e tito rs O n e -s to p -s h o p p in g B u n d le d v o ic e a n d d a ta o ffe rin g U s e in B 2 B a n d B 2 C e n v iro n m e n ts P ro te c tio n o f c o rp o ra te in fo rm a tio n B u y fro m tru s te d s u p p lie rs /p a rtn e rs P ro c e s s s im p lific a tio n F u tu re -p ro o f in v e s tm e n ts
S e c u r ity a n d r e lia b ility D r iv e lo w e r c o s ts
13
D iffe r e n t P r o file s o f M o b ile W o r k e r s

M o b ile Phone T r u ly M o b ile (A ir lin e s P ilo ts )
P o r ta b ility o f d e v ic e s
PD A
W o r k p la c e R oam er (W a r e h o u s e W o rk e rs )
R oad W a r r io r
L a p to p
(S a le F o r c e s , S e n io r E x e c .s )
D e s k -b o u n d PC
W ir e d in th e O ffic e O ffic e W ir e le s s L A N R e m o te A c c e s s G P R S /3 G /W L A N
U b iq u ity o f c o n n e c tio n s
14
A genda
In tr o d u c tio n M a r k e t O v e r v ie w H o ts p o ts S tr a te g y H o ts p o ts S o lu tio n s A p p ro a c h S u m m a ry
15
C is c o s g o a l is to c r e a te a s e a m le s s w o r ld o f M o b ility w h e r e u s e r s c a n u b iq u ito u s ly a c c e s s r ic h c o n te n t, a p p lic a tio n s a n d s e r v ic e s a c r o s s a n y a c c e s s n e tw o r k o r m e d iu m .

C is c o V ie w o n M o b ility
16
M is s io n
B u ild in g th e M o b ile In te r n e t F o u n d a tio n
C o r p o r a te C onsum er
C o n te n t A c c e le r a tio n C o n te n t G r o w th A c c e s s A g n o s tic IP A g g r e g a tio n D e v ic e In d e p e n d e n c e A c c e s s S p e c ific In fle x io n P o in t
= C is c o S tr a te g y
17
C is c o s M o b ile V is io n fo r S T C
E x te n d S T C s e r v ic e o ffe r in g s th r o u g h th e p r o v is io n in g o f a d v a n c e d M o b ile IP V a lu e A d d e d S e r v ic e s to M o b ile E n te r p r is e u s e r s in T h e K in g d o m a n d b e y o n d
18
M o b ile In te r n e t in S ta g in g
P u b lic
P u b lic W LA N (H o ts p o t + In te r n a tio n a l R o a m in g ) P W G R u b lic LA N + PR S + o a m in g P u b lic W LA N + In te g r a te d A p p lic a tio n s
B W N S
u ild P u b lic A c c e s s ir e le s s B r o a d b a n d e tw o r k a s S ta n d a lo n e e r v ic e
H o ts p o t W LA N
H W B B
o ts p o t LA N + u n d le d illin g
H o ts p o t W LA N + In te g r a te d A p p lic a tio n s
P u b lic W LA N (H o ts p o t + N a tio n a l R o a m in g )
Low R evenue M o d e r a te ly S tr a te g ic
M o d e r a te R e v e n u e S tr a te g ic V a lu e
E n te r p r is e W LA N + G PR S
E n te r p r is e W LA N + In te g r a te d A p p lic a tio n s
E n te r p r is e W LA N + G PR S + A p p lic a tio n s
H ig h R e v e n u e P o te n tia l
E n te r p r is e W LA N + B u n d lin g E n te r p r is e W LA N
E W H G
P r iv a te
n h a n c e E x is tin g P r iv a te L A N A c c e s s w ith a n d o v e r to U b iq u ito u s P R S / U M T S S e r v ic e

19
A genda
20
C o m m o n IP A r c h ite c tu r e
S e r v ic e s
U n ifie d C o m m u n ic a tio n s
V o ic e F e a tu r e s
E -C o m m e r c e
W eb H o s tin g
L o c a tio n S e r v ic e s
O th e r F e a tu r e S e rv e rs
In te r n e t
C o r e N e tw o r k
O S S
C o r e IP
PTSN
N e tw o r k M g t
In te r n e t In tr a n e t
M o b ility M anagem ent
A c c e s s N e tw o r k (s )
A ccess C o n tr o l
G PR S U M TS
R a d io N e tw o r k C o n tr o lle r
W ir e lin e
G SM
W LA N
C D M A 2000
21
M a r k e t S tr u c tu r e fo r Ig n itio n
A ccess In d e p e n d e n c e D e v ic e In d e p e n d e n c e H o ts p o ts M o b ile IP C o n te n t T r a n s la tio n & O p tim is a tio n Q u a lity o f S e r v ic e VPN C o n te n t N e tw o r k s W eb S h o p p in g
O ffic e
E m a il In tr a n e t
H om e
C a le n d a r
E ls e w h e r e
W o r k fo r c e O p tim is a tio n e L e a r n in g / e C o m m u n ic a tio n
22
M u lti A c c e s s M o b ility
M o b ile IP U s e r S c e n a r io
S e r v ic e S e le c tio n D a s h b o a rd S e r v ic e S e le c tio n G a te w a y
C e llu la r In fr a s tr u c tu r e
G G SN
A A A F o r e ig n A gent
C o r p o r a te N e tw o r k
A c c e s s P o in t (8 0 2 .1 1 b ) S e a m le s s R o a m in g
F o r e ig n A gent
S e r v ic e P r o v id e r N e tw o r k
H om e A gent
In te r n e t
F o r e ig n A gent
3 r d P a r ty A p p lic a tio n s
xD S L W LA N at H o m e O ffic e
G G S N : G a te w a y G P R S S e r v ic e N o d e x D S L : (a n y ) D ig ita l S u b s c r ib e r L o o p
W M C V
ir e le s s L A N p u b lic a n d p r iv a te o b ile IP m a in ta in s th e s e s s io n o m m o n IP in fr a s tr u c tu r e P N e x te n d in g th e C o r p o r a te N e tw o r k
23
H o ts p o t R e fe r e n c e A r c h ite c tu r e
C o ffe e S h o p
Corporate Network
VPN Carrier Network
Aironet 350 AP C is c o 1 7 5 1 R o u te r T 1 /E 1 /x D S L
S to re F ro n t P u b lic A c c e s s
E n te r p r is e
Credit Card Server
RADIUS Server
Internet and VPN
C is c o V P N 3002 M a n a g e r s P C /S e rv e r
PO S
S to re O p e ra tio n s P riv a te N e tw o rk
24
H O TEL
Corporate Network
BBSM Other Services

Property Management System
T1/E1
Carrier Network
VPN
Cisco 2600 - Video Servers - Local Content CAT5 Cable Catalyst 3500 XL
Catalyst 2924 LRE POTS Splitter LRE 48 CAT5 Cable
LRE
Credit Card Server
RADIUS Server Internet and VPN
Catalyst 3524 PWR XL
PBX PSTN Network 575

LRE LRE
Aironet 350 575
Catalyst 2924 XL Conference Room
VPN
Wireless Connections
Ethernet drops For MxU operations
Room 1
Room 2
Existing Telephone Pairs
25
A ir p o r t
Corporate Network
BBSM
Catalyst 3550 XL T 1 /E 1 Carrier Network
VPN
T e r m in a l F ib e r R u n
Cisco 2600
Catalyst 3524 PWR XL
Aironet 350
Wireless Connections
Aironet 350
Aironet 350
C is c o V P N c lie n t O n L a p to p s
C e n tr ic o m V P N c lie n t O n P D A s
Airline Lounges & Gate Areas
26
A genda
27
M o b ile s e r v ic e s o v e r v ie w
In fo r m a tio n C o m m u n ic a tio n
M -M e s s a g in g M -A d v e r tis in g IM S p o n s o re d A le rts E m a il M o b ile P ro m o tio n .. P e rm is s io n M a rk e tin g M o b ile E m e r g e n c y S e r v ic e C h ild tra c k in g
C on su m er S eg m ent
y n a m ic C o n te n t N ew s W e a th e r ..
R e fe r e n c e C o n te n t P hone books C a ta lo g u e s D ic tio n a rie s ..
E n te r ta in m e n t
M -G a m e s & G a m b lin g M S ta n d a lo n e G a m e s M -B e ttin g .. M -V id e o P h o to g ra p h s V id e o -C lip s -A u d io R in g to n e s M P3 . M -T a ilin g M -A u c tio n s M -S a le s M -T ic k e tin g ..
T r a n s a c tio n
M M -P a y m e n t M ic ro M a c ro -F in a n c e M -B ro k e ra g e M -B a n k in g .
In fo r m a tio n
C o m m u n ic a tio n
T r a n s a c tio n
E x te r n a l
B u s in e s s S egm ent
M -S C M F le e t M a n a g e m e n t T ra c k & E x e c u te .. M -W o r k fo r c e M -C a le n d a r
M -C R M M -S a le s M -S e rv ic e s .. M -W o rk F lo w .
M -E m a il M G ro u p w a re
In te r n a l
28
M o b ile In te r n e t S e r v ic e s A v a ila b le to d a y
M o b ile S e r v ic e P r o v id e r A p p lic a tio n s

W e b /W A P P o r ta l P ush S M S M o b ile M a il & S M S M o b ile C a le n d a r P e r s o n a liz a tio n C o n te n t A g g r e g a tio n C o n te n t M a n a g e m e n t R e a l tim e Q u o te s M o v ie r e s e r v a tio n M -b a n k in g M -c o m m e r c e
29
A genda
In tr o d u c tio n M a r k e t O v e r v ie w H o ts p o ts S tr a te g y H o ts p o ts S o lu tio n s A p p ro a c h A r c h ite c tu r e B u s in e s s M o d e ls G o -to -M a r k e t M o d e l S u m m a ry
30
G e n e r ic W L A N A r c h ite c tu r e
H otSpotI
O w ned H otSpot N M S L e a s e d L in e (2 M b p s ) A A A (R a d iu s )
C o r p o r a te N W
H o t S p o t II
R o a m in g H otSpot Tunnel (V P N )
STC N e tw o r k
IS P
W a lle d G a r d e n In te r n e t
31
W L A N A r c h ite c tu r e - S h a r e d A c c e s s M o d e l
H otSpot
M u lti O p e r a to r I H otSpot T o o p e r a to r C T o o p e r a to r B N M S L e a s e d L in e (2 M b p s )
A A A (R a d iu s )
H otSpot
S in g le O p e r a to r II H o t S p o t Tunnel (V P N )
STC N e tw o r k
IS P
W a lle d G a r d e n In te r n e t
32
S e c u r e C o r p o r a te A c c e s s S c e n a r io
H otSpotI
C 3 5 2 4 -P W R A P 350 26xx
IP S e c T u n n e l
N M S L e a s e d L in e (2 M b p s ) A A A (R a d iu s )
S T C IP c o r e
C o r p o r a te N W In te r n e t
W a lle d G a r d e n
33
D iv is io n o f L o c a tio n s
L o c a tio n a irlin e s h o te ls a irp o rts e x h ib itio n c e n te r h ig h w a y re s ta u ra n t tra in s ta tio n C h a rg e L o c a tio n o w n e r s e e s in te r n e t a c c e s s a s fre e v a lu e a d d e d s e rv ic e c h a rg e d /fre e v a lu e a d d e d s e rv ic e c h a rg e d v a lu e a d d e d s e rv ic e , th a t h a s to b e p ro fita b le c h a rg e d v a lu e a d d e d s e rv ic e , th a t h a s to b e p ro fita b le c h a rg e d v a lu e a d d e d s e rv ic e , th a t h a s to b e p ro fita b le c h a rg e d p u re ly re v e n u e g e n e ra to r
D iffe r e n c e o f a p p r o a c h b e tw e e n th o s e : w h o w a n t w a y s o f g e ttin g e x is tin g c u s to m e r s b a c k a s o fte n a s p o s s ib le (o fte n c h a r a c te r is e d b y th e e x is te n c e o f a lo y a lty schem e) th o s e w h o w a n t to g e t o n e -o ff c u s to m e r s to s ta y a little lo n g e r T h e to p p r io r ity o n e s a r e n o t lo o k in g to th is to m a k e m o n e y b u t to a d d v a lu e

34
A genda
35
K e y R e q u ir e m e n ts fo r th e O v e r a ll M o d e l
P r o v id e s e a m le s s s e r v ic e s a c r o s s W L A N h o ts p o ts w ith d e n s e R e g io n a l/ W W c o v e r a g e A v o id fr a g m e n ta tio n o f th e m a r k e t M a x im iz e th e v a lu e /b e n e fit fo r a ll p la y e r s in v o lv e d (in c lu d in g th e e n d u s e r ) S u p p o r t th e h e te r o g e n e o u s r e q u ir e m e n ts o f th e d iffe r e n t p la y e r s F o s te r q u ic k d e p lo y m e n t a n d u p ta k e o f th e s e r v ic e R e ly o n a fle x ib le te c h n ic a l a r c h ite c tu r e b a s e d o n o p e n s ta n d a r d s
36
M a jo r P la y e r s a n d th e ir R e la tio n s
C u s to m e r s / E n d U s e r s
C o n te n t / VA S P r o v id e r
P u b lic W LA N SP
P u b lic W LA N SP
P u b lic W LA N SP
W h o le s a le / R o a m in g S P
H o ts p o t O p e r a to r
37
H o ts p o t O p e r a to r s
D e fin itio n
O w n s & o p e r a te s lo c a l a c c e s s in fr a s tr u c tu r e o n th e h o ts p o t p r o p e r ty T h is c a n b e d o n e e ith e r th r o u g h th e p r o p e r ty o w n e r o r c a n b e o u ts o u r c e d to a th ir d p a r ty T h e h o ts p o t o w n e r h a s n o d ir e c t r e la tio n s h ip to e n d c u s to m e r s
V a lu e P r o p o s itio n
U tiliz e p r o p e r ty o w n e r s h ip a s a d d itio n a l r e v e n u e s tr e a m th r o u g h r e s e llin g lo c a l a c c e s s c a p a c ity In c r e a s e p r o p e r ty a ttr a c tiv e n e s s to g e t m o r e v is ito r s D iffe r e n tia tio n a g a in s t c o m p e titio n
E x a m p le s
A ir p o r t, h o te l (c h a in ), ...
38
W h o le s a le S P
D e fin itio n
P r o v id e s b a c k h a u l a n d a g g r e g a tio n fr o m lo c a l h o ts p o ts P r o v id e s s e ttle m e n t fu n c tio n o f s e v e r a l w h o le s a le S P s a r e e m p lo y e d
In c r e a s e u tiliz a tio n o f o w n (e x is tin g ) in fr a s tr u c tu r e E m p lo y e c o n o m ie s o f s c a le to p r o v id e c o s t-e ffe c tiv e w h o le s a le s e r v ic e to s e r v ic e p r o v id e r s
E x a m p le s : W o r ld c o m , E q u a n t, ...
39
P u b lic H o ts p o t S P
D e fin itio n
P r o v id e h o ts p o t b a s e d W L A N m o b ility s e r v ic e s to e n d u s e r s (in itia lly b u s in e s s c u s to m e r s , la te r c o n s u m e r s a s w e ll) O w n th e c u s to m e r r e la tio n s h ip O w n th e b illin g r e la tio n s h ip (w h e r e n o b illin g r e la tio n e x is ts , th is c a n b e c o v e r e d th r o u g h c r o s s -s e llin g /fr a n c h is e m o d e ls w ith o th e r W L A N S P s )
A d d itio n a l r e v e n u e s tr e a m In c r e a s e c u s to m e r r e la tio n s h ip / s a tis fa c tio n P r o v id e a ttr a c tiv e s e r v ic e b u n d le s fo r th e ta r g e t c u s to m e r s e g m e n ts A ttr a c tiv e c r o s s -s e llin g /c o -b r a n d in g /fr a n c h is in g o p p o r tu n ity A d d fu r th e r a c c e s s c h a n n e l to c u s to m e r b a s e A c c e le r a te th e u p ta k e o f m o b ile d a ta s e r v ic e s
E x a m p le s
V o d a fo n e , W o r ld c o m , L u fth a n s a , S te ig e n b e r g e r , ...
40
S e r v ic e D e liv e r y V a lu e C h a in
C a n b e u n b u n d le d a n d le a s e d fr o m a c c e s s p r o v id e r s M u s t b e o w n e d b y S e r v ic e P r o v id e r in o r d e r to r e ta in o w n e r s h ip a n d c o n tr o l o v e r s u b s c r ib e r C a n b e u n b u n d le d a n d le a s e d fr o m A S P s a n d IS P s
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A p p lic a tio n s
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P h y s ic a l L o c a tio n A c c e s s P o in ts B a s e S ta tio n M ic r o R o a m in g M o b ility = M u lti-a c c e s s a g g r e g a tio n and C e n tr a liz e d S e r v ic e S e le c tio n
In te llig e n t C o n n e c tiv ity
B illin g A c c e s s C o n tr o l S u b s c r ib e r p r o file
S e c u r ity Q u a lity o f S e r v ic e V P N C o n te n t M anagem ent R o a m in g
In te r n e t A ccess In tr a n e t A ccess E x tr a n e t P IM O r d e r E n tr y U n ifie d M e s s a g in g P o r ta l V o ic e
B u s in e s s P la n P r o je c t M gm t S e r v ic e D e fin itio n M a r k e tin g C h a n n e ls S L A s S e r v ic e C r e a tio n

41
B u s in e s s M o d e l O p tio n s
H O TSPO T V E R T IC A L
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H o ts p o t
N ETW O R K S H A R IN G
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In te g r a to r (s h a r e d c o s t) In te g r a to r (s h a r e d c o s t) O p e r a to r V a r ie s V a r ia b le (s e t jo in tly ) S h a r e d (2 0 -5 0 % ) J o in t J o in t J o in t C o -b r a n d in g
O p e r a to r / o u ts o u r c e O p e r a to r / o u ts o u r c e O p e r a to r O p e r a to r V a r ia b le (s e t b y O p ) L im ite d to h o ts p o t O p e r a to r (m a y b e h o ts p o t) O p e r a to r O p (h o ts p o t c o n te n t) O p e r a to r
Im p a c t fo r th e O p e r a to r :
M M M M
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42
K e y B u s in e s s C a s e L e a r n in g
T y p ic a lly 2 0 /8 0 C A P E X /O P E X
- In v e s tm e n ts a r e n o t m o s t c r u c ia l p ie c e (v e r y lo w c o m p a r e d to U M T S ) - P a r tn e r in g a n d v a lid b u s in e s s m o d e ls k e y fo r m in im iz in g O P E X
R O I is v e r y s e n s itiv e to r e v e n u e s (ie . # o f c u s to m e r s a n d A R P U )
- M a x im iz e c u s to m e r v a lu e - S tr o n g m a r k e tin g a n d s a le s e ffo r ts to p u s h q u ic k s e r v ic e u p ta k e
R O I in th e r a n g e o f 1 8 m o n th s c a n b e a c h ie v e d (m o d e r a te c o n s e r v a tiv e a s s u m p tio n s )
43
C o m p le tin g th e b u s in e s s c a s e
P r ic in g E q u ip m e n t (h a r d w a r e /s o ftw a r e ) S u b s c r ip tio n U s a g e b a s e d (tim e o r v o lu m e ) C o n te n t b a s e d G o ld , s ilv e r a n d b r o n z e q u a lity o f s e r v ic e ? R evenues R e d u c e d c h u rn F ix e d r e v e n u e s C o n te n t S h a r e o f h a r d w a r e s a le s ? C o n tr ib u tio n fr o m h o ts p o t o w n e r s to c o s ts ? R e v e n u e s fr o m n o n -D IC c u s to m e r s ?
C o s ts In fr a s tr u c tu r e B a c k h a u l In s ta lla tio n a n d m anagem ent M a r k e tin g S h a r e o f r e v e n u e s to h o ts p o t o w n e r s ?
44
A genda
45
J o in t S e llin g s o lu tio n s to E n te r p r is e c u s to m e r s
C is c o H ig h T o u c h s a le s fo r c e
V o IP , V P N W e b C a ll C e n tr e s , W A P a c c e s s , U n ifie d M e s s a g in g , C P N , J u m p s ta r t, IB S G
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46
A genda
In tr o d u c tio n M a r k e t O v e r v ie w M o b ile S tr a te g y M o b ile S o lu tio n s A p p lic a tio n s & A p p r o a c h S u m m a ry
47
H o ts p o t B e n e fits S u m m a r iz e d
In c r e a s e d P r o d u c tiv ity : 1 hour per day R e d u c e d R e m o te A c c e s s C h a rg e s P la n n e d r o llo u t w ill b r in g r a p id c o v e r a g e in th e n e x t 1 2 m o n th s F in a n c ia l b e n e fits w ill s u r p a s s e x p e c ta tio n s Im p r o v e a c c u r a c y o f e m p lo y e e s b y 6 3 % it w ill im p r o v e d q u a lity o f life H o t S p o ts u s a g e is g a in in g m o m e n tu m
48
T h e P a r tn e r s h ip to M a k e it W o r k
T e c h n o lo g y a lo n e is n o t enough T e a m in g u p w ith le a d in g M o b ile S P s S o lu tio n In te g r a to r s A p p lic a tio n S e r v ic e P r o v id e r s E n a b lin g S o lu tio n s fo r B r o a d b a n d R o a m in g

49
H o ts p o ts in A ir p o r ts
50
C o n c lu s io n s
E n te r p r is e M a r k e t is th e d r iv e r fo r M o b ile D a ta T h e in fle c tio n p o in t fo r th e m o b ile m a r k e t is d a ta s e r v ic e s - s u c c e s s is lik e ly to b e d e te r m in e d b e fo r e 3 G U M T S -lik e s e r v ic e s a v a ila b le N O W In p a r tn e r s h ip w e c a n d e liv e r th e M o b ile W o r ld to d a y
51
52
P re s e n ta tio n _ ID
1 9 9 9 , C is c o S y s te m s , In c .
53

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P re s e n ta tio n _ ID

M o b ile a c c e s s w ill e x te n d In te r n e t r e a c h M o b ility w ill d r iv e n e w a p p lic a tio n s a n d s e r v ic e s B y 2 0 0 3 * , m o r e m o b ile te r m in a ls w ill a c c e s s th e In te r n e t th a n P C s

D o n 't k n o w 6% N o t a t a ll lik e ly to use 18%

12 % 14 % 20% 23% 23% 8%

E d u c a tio n 35% H e a lth c a r e 15% H o s p ita lity 12%

1 ,4 0 0 1 ,2 0 0 1 ,0 0 0 800 600 400 200 0

$ 8 0 0 M P r o d u c tiv ity L o s s 6 3 % o f p r o fe s s io n a ls c la im m a k in g th e m le s s e ffe c tiv e

S e c u r ity a n d r e lia b ility D r iv e lo w e r c o s ts

D iffe r e n t P r o file s o f M o b ile W o r k e r s

C is c o s g o a l is to c r e a te a s e a m le s s w o r ld o f M o b ility w h e r e u s e r s c a n u b iq u ito u s ly a c c e s s r ic h c o n te n t, a p p lic a tio n s a n d s e r v ic e s a c r o s s a n y a c c e s s n e tw o r k o r m e d iu m .

C o n te n t A c c e le r a tio n C o n te n t G r o w th A c c e s s A g n o s tic IP A g g r e g a tio n D e v ic e In d e p e n d e n c e A c c e s s S p e c ific In fle x io n P o in t

E x te n d S T C s e r v ic e o ffe r in g s th r o u g h th e p r o v is io n in g o f a d v a n c e d M o b ile IP V a lu e A d d e d S e r v ic e s to M o b ile E n te r p r is e u s e r s in T h e K in g d o m a n d b e y o n d

n h a n c e E x is tin g P r iv a te L A N A c c e s s w ith a n d o v e r to U b iq u ito u s P R S / U M T S S e r v ic e

M o b ility M anagem ent

W o r k fo r c e O p tim is a tio n e L e a r n in g / e C o m m u n ic a tio n

VPN Carrier Network

Credit Card Server

Internet and VPN

BBSM Other Services

Catalyst 2924 LRE POTS Splitter LRE 48 CAT5 Cable

Credit Card Server

RADIUS Server Internet and VPN

Catalyst 3524 PWR XL

PBX PSTN Network 575

Aironet 350 575

Catalyst 2924 XL Conference Room

Ethernet drops For MxU operations

Existing Telephone Pairs

Catalyst 3524 PWR XL

Airline Lounges & Gate Areas

R e fe r e n c e C o n te n t P hone books C a ta lo g u e s D ic tio n a rie s ..

M o b ile S e r v ic e P r o v id e r A p p lic a tio n s

P h y s ic a l L o c a tio n A c c e s s P o in ts B a s e S ta tio n M ic r o R o a m in g M o b ility = M u lti-a c c e s s a g g r e g a tio n and C e n tr a liz e d S e r v ic e S e le c tio n

In te llig e n t C o n n e c tiv ity

S e c u r ity Q u a lity o f S e r v ic e V P N C o n te n t M anagem ent R o a m in g

In te r n e t A ccess In tr a n e t A ccess E x tr a n e t P IM O r d e r E n tr y U n ifie d M e s s a g in g P o r ta l V o ic e

B u s in e s s P la n P r o je c t M gm t S e r v ic e D e fin itio n M a r k e tin g C h a n n e ls S L A s S e r v ic e C r e a tio n

C o s ts In fr a s tr u c tu r e B a c k h a u l In s ta lla tio n a n d m anagem ent M a r k e tin g S h a r e o f r e v e n u e s to h o ts p o t o w n e r s ?

T e c h n o lo g y a lo n e is n o t enough T e a m in g u p w ith le a d in g M o b ile S P s S o lu tio n In te g r a to r s A p p lic a tio n S e r v ic e P r o v id e r s E n a b lin g S o lu tio n s fo r B r o a d b a n d R o a m in g

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