More Related Content Similar to Managing the Data Deluge: Cisco’s Nick Adamo on how SPs can support the mobile Internet (20) More from Cisco Canada (20) Managing the Data Deluge: Cisco’s Nick Adamo on how SPs can support the mobile Internet1. 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
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 2
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
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 3
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
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 4
5. By
or
of all fixed and mobile
devices will be
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 5
6. iPads sold in
;
more than ALL Mac
sales in !
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 6
7. Mobile Apps
will be Downloaded
per year
= in ARPU
Source: and/or its affiliates. All rights reserved. Study, CIO Magazine
© 2011 Cisco State of the CIO 2011 September 2011 Cisco Confidential – For Internal Use Only 7
8. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 8
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 9
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 10
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 11
12. Key SP Wi-Fi
Requirements
Mobility, Carrier-Grade, Scalability, Security
Intelligent Unified Seamless Converged
Radio Architecture Experience Core
Cisco Solution Pillars
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 12
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 13
14. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 14
15. Data Cap
Reached
BYOD
90%
Lifestyle Devices App Freedom Internet of Things
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 15
16. Lifestyle Devices App Freedom Internet of Things
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 16
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 17
18. Customer
Sodas LOW Preferences
Maintenance
Engine Usage
Lifestyle Devices App Freedom Internet of Things
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 18
19. Old Normal New Normal
User People People and Things
Access Homogeneous Heterogeneous
Services Voice and Data Experiences
Usage Predictable Unpredictable
Architecture Static Elastic
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 19
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 20
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 21
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)
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 22
23. Addressing Managing Monetizing
Spectrum Traffic and
Requirements Growth Differentiating
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 23
24. Subscriber
Network
Application
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 24
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 25
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 26
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 27
28. Thank you.
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 28
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
© 2011 Cisco and/or its affiliates. All rights reserved. September 2011 Cisco Confidential – For Internal Use Only 29
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