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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 .

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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 .

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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

© 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 .

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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
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© 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 .

“ 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

C is c o S y s te m s . o r N IC s (P C a d a p te rs ). S o u r c e : ID C ” 6 © 2 0 0 1 . • W L A N s in c lu d e n e tw o rk in te rfa c e c a rd s . In c .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 . • 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 . P C -to -h u b . 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 . . 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 . a c c e s s p o in ts (e n d u s e r-to -L A N . a n d w ire le s s g a te w a y s . A ll r ig h ts r e s e r v e d . 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 ll r ig h ts r e s e r v e d . 7 .T e c h n o lo g y N e w s • P h o n e s a r e la te . N o t h e r e y e t. C is c o S y s te m s . • 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 © 2 0 0 1 . 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 . In c .

C is c o S y s te m s .2 b illio n b y 2 0 0 5 ID C . In c . r e a c h in g a p p r o x im a te ly $ 3 . 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 .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 © 2 0 0 1 . ” 8 . A ll r ig h ts r e s e r v e d .

M a rc h 2 0 0 1 © 2 0 0 1 . A ll r ig h ts r e s e r v e d .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 . In c . C is c o S y s te m s . 12 % 14 % 20% 23% 23% 8% 9 .

C is c o S y s te m s . In c .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 © 2 0 0 1 . 10 . A ll r ig h ts r e s e r v e d .

A c c e le r a to r s 1 . A ll r ig h ts r e s e r v e d .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 © 2 0 0 1 . In c .2 0 0 1 . C is c o S y s te m s .0 0 0 800 600 400 200 0 11 .4 0 0 1 .

In c . 12 . 1 1 ID C 2 0 0 1 © 2 0 0 1 .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 . A ll r ig h ts r e s e r v e d . 4 7 % S a lo n e ) th a t it’s 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. 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 . C is c o S y s te m s .

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 © 2 0 0 1 . In c . A ll r ig h ts r e s e r v e d . C is c o S y s te m s . • 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 .

C is c o S y s te m s .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 . In 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 ” © 2 0 0 1 . “ U b iq u ity o f c o n n e c tio n s ” 14 . A ll r ig h ts r e s e r v e d .

In c . C is c o S y s te m s . A ll r ig h ts r e s e r v e d . 15 .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 © 2 0 0 1 .

16 . C is c o V ie w o n M o b ility © 2 0 0 1 . 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 S y s te m s . A ll r ig h ts r e s e r v e d . In c .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.

17 . In c .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 © 2 0 0 1 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s .

C is c o S y s te m s .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 ” © 2 0 0 1 . 18 . A ll r ig h ts r e s e r v e d . In c .

A ll r ig h ts r e s e r v e d . In c . .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 © 2 0 0 1 . C is c o S y s te m s .

20 . 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 • 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 © 2 0 0 1 . In c . C is c o S y s te m s .

21 .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 © 2 0 0 1 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s . In c .

22 . In c .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 © 2 0 0 1 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s .

In c .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 . . C is c o S y s te m s . A ll r ig h ts r e s e r v e d .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 © 2 0 0 1 .

24 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s .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 © 2 0 0 1 . In c .

A ll r ig h ts r e s e r v e d . C is c o S y s te m s . In c . 25 .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 © 2 0 0 1 .H o ts p o t R e fe r e n c e A r c h ite c tu r e H O TEL Corporate Network BBSM Other Services Property Management System T1/E1 Carrier Network VPN Cisco 2600 .Video Servers .

H o ts p o t R e fe r e n c e A r c h ite c tu r e 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 © 2 0 0 1 . 26 . A ll r ig h ts r e s e r v e d . In c . C is c o S y s te m s .

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 © 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 . 27 .

M • • • • -T a ilin g M -A u c tio n s M -S a le s M -T ic k e tin g … … . M -C R M • M -S a le s • M -S e rv ic e s •… … .. In c . • 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 … … . A ll r ig h ts r e s e r v e d . C is c o S y s te m s ... 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 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 … … . • M -W o rk F lo w •… … … . • 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 D • • • y n a m ic C o n te n t N ew s W e a th e r … … .. 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 •… … . 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 • … … . 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 … … .. • M -E m a il • M G ro u p w a re In te r n a l 28 .. M -W o r k fo r c e • M -C a le n d a r © 2 0 0 1 ..

29 . In c .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 © 2 0 0 1 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s .

A ll r ig h ts r e s e r v e d . In c . C is c o S y s te m s . 30 .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 © 2 0 0 1 .

A ll r ig h ts r e s e r v e d . C is c o S y s te m s . In c . 31 .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 © 2 0 0 1 .

32 . In c .W L A N A r c h ite c tu r e . A ll r ig h ts r e s e r v e d .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 ) C o r p o r a te N W 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 © 2 0 0 1 . C is c o S y s te m s .

A ll r ig h ts r e s e r v e d .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 ) C o r p o r a te N W 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 © 2 0 0 1 . C is c o S y s te m s . 33 . In c .

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 © 2 0 0 1 . C is c o S y s te m s . 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 . A ll r ig h ts r e s e r v e d . 34 . In c .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 .

35 .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 © 2 0 0 1 . A ll r ig h ts r e s e r v e d . In c . 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 . 36 .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 © 2 0 0 1 . C is c o S y s te m s .

A ll r ig h ts r e s e r v e d . In c .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 H o ts p o t O p e r a to r H o ts p o t O p e r a to r H o ts p o t O p e r a to r 37 © 2 0 0 1 . C is c o S y s te m s . .

. h o te l (c h a in ).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. 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 . © 2 0 0 1 . 38 ..

A ll r ig h ts r e s e r v e d .. 39 .. In c . E q u a n t. C is c o S y s te m s . © 2 0 0 1 .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 • V a lu e P r o p o s itio n 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 . .

C is c o S y s te m s . S te ig e n b e r g e r . W o r ld c o m . A ll r ig h ts r e s e r v e d .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 . .. In c . © 2 0 0 1 .. L u fth a n s a . 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 ) • V a lu e P r o p o s itio n 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 . 40 .

A ll r ig h ts r e s e r v e d . • 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 . M o b ility .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 A ccess EE nn dd UU ss ee rr LL oo cc aa tio tio nn AA cc cc ee ssss EE dd gg ee DD ee vvic ic ee A g g r e g a tio n . S e r v ic e C o n tr o l AA gg gg rree -gg aa tio tio nn CC oo rree NN ee tw tw oo rrkk NN ee tw tw oo rrkk SS eerrvvic ic eess SS uu bb ss cc rrib ib ee rr MM aa nn aa gg eemm ee nn tt SS eerrvvic ic ee A p p lic a tio n s EE nn dd UU ssee rr SS eerrvvic ic eess EE nn te te rrpp rris isee SS oo lu lu tio tio nn ss • 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 © 2 0 0 1 . C is c o S y s te m s . In c .

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 C a p e x in v e s tm e n t In s ta lla tio n T e c h s u p p o rt S u b s c r ib e r m g m t In v o ic e to c u s to m e r P r ic in g m o d e l R e v e n u e s h a re M a r k e tin g C u s to m e r lis ts C o n te n t B r a n d in g H o ts p o t N ETW O R K S H A R IN G O p e r a to r . le a s e c h a r g e b a c k O PER A TO R V E R T IC A L O p e r a to r H o ts p o t o u ts o u r c e H o ts p o t o u ts o u r c e H o ts p o t p a id th r u O p H o ts p o t V a r ia b le (s e t b y h o ts p o t) L im ite d to n o n e to O p H o ts p o t H o ts p o t H o ts p o t + O u ts o u r c e H o ts p o t (W h ite -L a b e l) 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 o o o o re re re re C R C P apex is k o n tr o l o te n tia l © 2 0 0 1 . A ll r ig h ts r e s e r v e d . C is c o S y s te m s . 42 . In c .

C is c o S y s te m 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 .M a x im iz e c u s to m e r v a lu e . # o f c u s to m e r s a n d A R P U ) . 43 . In c .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 ) . A ll r ig h ts r e s e r v e d .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 ) © 2 0 0 1 .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 .

A ll r ig h ts r e s e r v e d . C is c o S y s te m s . In c . 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 ? © 2 0 0 1 .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 . 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 .

C is c o S y s te m s . A ll r ig h ts r e s e r v e d . 45 . In c .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 © 2 0 0 1 .

A ll r ig h ts r e s e r v e d . J u m p s ta r t. In c . S T C M S P C P N s o lu tio n s 46 . U n ifie d M e s s a g in g . W A P a c c e s s . C is c o S y s te m s .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 . IB S G STC M SP C is c o C hannel E n te r p r is e s STC M SP s a le s fo r c e C is c o s o lu tio n s © 2 0 0 1 . C P N . V P N W e b C a ll C e n tr e s .

47 .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 © 2 0 0 1 . In c . C is c o S y s te m s . A ll r ig h ts r e s e r v e d .

In c . A ll r ig h ts r e s e r v e d .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 ¾ 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 © 2 0 0 1 . 48 . C is c o S y s te m s .

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 © 2 0 0 1 . 49 . C is c o S y s te m s . A ll r ig h ts r e s e r v e d . In c .

H o ts p o ts in A ir p o r ts © 2 0 0 1 . 50 . In c . C is c o S y s te m s . A ll r ig h ts r e s e r v e d .

C is c o S y s te m 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 © 2 0 0 1 .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 . A ll r ig h ts r e s e r v e d . 51 . In c .

52 .© 2 0 0 1 . In c . A ll r ig h ts r e s e r v e d . C is c o S y s te m s .

P re s e n ta tio n _ ID © 1 9 9 9 . 53 . C is c o S y s te m s . In c .