Cisco Universal Wi-Fi Campaign

Cisco Universal Wi-Fi Campaign
PlayBrief
Cisco Universal
Wi-Fi Campaign
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Cisco® Universal Wi-Fi for Service Providers solution is a truly carrier-grade Wi-Fi
infrastructure that is scalable enough to support exponential traffic growth from millions
of users. It delivers a transparent mobility experience for the end user and is built on
open standards, so your customers can count on it working with the network they have
today, as well as the network they will have in the future. Cisco Universal Wi-Fi for
Service Providers solution is part of an integrated, small-cell architecture and provides
an end-to-end path from access points to controllers to core network gateways and
spans service provider and enterprise markets.
As Wi-Fi becomes a critical part of service providers’ mobile strategies, Cisco
Universal Wi-Fi for Service Providers solution provides several critical, universal
capabilities that allow operators to:
• Offer value-added services based on location, real-time analytics, and commercial
partnerships
• Create a foundation for HD voice services
• Integrate with cellular small cells as a simple clip-on accessory as well as in the core
network through integrated
policy orchestration
Cisco Connected
Mobile Experiences
Qualifying Questions
Offers & Resources
What Is the Market Opportunity?
Mobile technologies are evolving quickly to respond to unprecedented customer
demands. Users carry their mobile devices everywhere they go. They want the
freedom to access data and voice as quickly and easily as possible, anywhere,
anytime. The technology to connect wirelessly is increasingly embedded in devices.
The Cisco VNI Global Mobile Data Traffic Forecast, 2014–2019 forecasts stunning
growth in the mobile sector by 2019:
• The number of global mobile users will be 5.2 billion, up from 4.3 billion in 2014
• There will be 11.5 billion mobile-ready devices and connections
• The average mobile connection speed will increase 2.4-fold, from 1.7 Mbps in 2014
to 4.0 Mbps
• The number of wearable devices globally will grow five-fold, reaching 578 million by
2019, up from 109 million
in 2014
• Voice over Wi-Fi will gain 53 percent of mobile IP voice, up from less than a tenth of
a percent in 2014
• The number of Wi-Fi-capable tablets and PCs (1.9 billion) will be nearly 3.5-times
the number of cellular-capable tablets and PCs (542 million)
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Figure 1. By 2019, Wi-Fi Will Connect Nearly 3.5-Fold Cellular Connected Tablets and PCs
Cisco Connected
Mobile Experiences
Qualifying Questions
Offers & Resources
The Wi-Fi Opportunity Pyramid
Cisco views the Wi-Fi monetization opportunities as a pyramid, or a set of layers.
Each of the layers supports the subsequent layer above. Service providers and their
customers derive increasing value as they move up the Wi-Fi Opportunity Pyramid.
Figure 2. The Wi-Fi Opportunity Pyramid: Cisco suggests a phased approach to rolling out Wi-Fi.
Cisco suggests a phased approach to rolling out Wi-Fi:
Number of Cellular Capable Devices
542 Million
Industry
Vertical
Markets
Number of Wi-Fi Capable Devices
1.9 Billion
• Hosted services for specific verticals
• Managed services option
• Scalability and flexibility
New Monetization
Opportunities
Tablets
• Connectivity and premium services for hotspots
• Location and real-time data analytics
• Location-based services
PCs
Baseline
Investment with Compelling ROI
As consumers are becoming more mobile, they expect service providers to provide
the capacity for mobile data. Statistics indicate that the combination of increasing data
traffic, availability of Wi-Fi-enabled devices, and the need for speed is creating a very
dynamic market opportunity for
your customers.
Baseline
Traditional mobile networks don’t have the capacity to deal with this type of exponential
growth in data demand and global Internet usage. Service providers can effectively
address the exponential growth by deploying licensed and unlicensed small cells that
enable them to cost effectively manage coverage and capacity.
New Monetization Opportunities
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2014–2019
• Public hotspots
• Broadband and mobile customer retention
• Mobile data offload
As a starting point, operators can enhance their relationship with their customers
by offering public Wi-Fi hotspots as a means to reduce customer churn as well as
develop business by offloading mobile data traffic to Wi-Fi.
With this foundation in place, service providers can explore opportunities for creating
new revenue streams from Wi-Fi networks. Some of the emerging monetization
opportunities are based on:
• Real-time analytics of customer behavior patterns
• Location-based services such as coupons and alerts
• New trends such as Voice over Wi-Fi
• Explosive growth related to Internet of Things and machine-to-machine (M2M)
connectivity
• Smart City technologies
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Our Cisco consumer survey found that more than 45 percent of consumers are
interested in personalized offers that enhance their overall mobile experience. In
addition, more than 35 percent are interested in real-time wayfinding information on
their mobile devices. Wi-Fi offers unique information about indoor locations that isn’t
available with other systems today. Creating personalized services that take advantage
of Wi-Fi location-based information in real time can enhance the consumer experience.
Wi-Fi location intelligence is a “gold mine” of information that can be used for better
insights through analytics and personalization. This data can help operators create new
Cisco Connected
Mobile Experiences
Qualifying Questions
Offers & Resources
methods for increasing ROI through business models and partnerships. Location-based
services that your customers can provide to create new revenue opportunities include:
• Personalized offers and promotions
• Real-time shopping directions
• Mobile advertising that provides location-specific content to the end user
• Loyalty applications with third-party content providers1
Figure 3. Mobile Services of Most Interest
(Interest Level 3 or Above)
Scan and purchase on mobile device
Personalized offers
Real-time directions in the store
Product information
Shopping route optimization
Traffic alerts
Locate a sales assistant
Maps
Product suggestion
Video session with remote expert
0%
10%
20%
30%
40%
Percentage of Respondents
N=397
Source: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/service-provider-wi-fi/white-paper-c11-730358.
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
50%
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Cisco Connected
Mobile Experiences
Qualifying Questions
Industry Vertical Markets
Service Provider Pain Points
Service providers can continue to build value by targeting industry vertical markets,
such as hospitality or retail, for a variety of value-added services and hosted Wi-Fi
services.
• Declining market penetration
Figure 4. Service Provider Enterprise Vertical Opportunities
• Competition within service territory
Retail
Hospitality
Travel
Healthcare
Education
Offers & Resources
• Consolidation is occurring
• Customer churn
Benefits for Service Providers
Cisco Universal Wi-Fi Solution for Service Providers solution provides the following
benefits:
• Creates new revenue streams
Consumers
Guests
Passengers
• Show maps with
featured attractions
• Reduce wait times,
improve traffic flow
• Offer wayfinding
patient apps
• Improve safety and
security
• Provide gate
directions
• Simplify onboarding
• Offer personalized
promotions
• Deliver personalized
third-party
advertising
• Provide intuitive
campus maps
• Cisco and its partners understand the technology and help with step-by-step rollout
• Access customer
analytics
• List nearby
amenities
• Enhance tours
and stadium
experiences
• Monetization strategy
• Send location
and dwell-time
notifications
• Deliver third-party
advertising
Patients
• List nearby services
Students
• Helps service providers retain customers and increase average revenue per user
• Affordable, no large upfront investment
Who to Target
The segments we are targeting for new and incremental demand generation are
service providers in the tier 2, 3, and 4 accounts, which include retail, campgrounds,
parks, buildings, universities, schools, and trailer parks. Cisco can easily extend the
brand recognition and successes in the top-tier customer base to this new segment.
There are two key audiences to target with this offer—technical and business decision
makers.
• Technical Decision Maker titles include chief technology officer (CTO), VP of
network planning, and VP of engineering. They are interested in building out robust
infrastructure to support the needed growth in capacity
and coverage.
• Business Decision Maker titles include chief executive officer (CEO), chief marketing
officer (CMO), and chief financial officer (CFO). They are interested in capitalizing on
mobile Internet trends and extracting value out of infrastructure spend by developing
new services.
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Universal Wi-Fi Solution
The Cisco Universal Wi-Fi for Service Providers solution includes the following elements:
Cisco Connected
Mobile Experiences
The Cisco Policy Suite, a flexible, scalable policy control platform, can be deployed
across all access networks.
The mobile packet core, based on the award-winning Cisco ASR 5000 Series,
provides standards-based capabilities that allow operators to transparently and
securely integrate Wi-Fi, small cell, and macrocell radio networks through the Cisco
ASR 5000 Small Cell Gateway. The Cisco ASR 5000 Series includes common
subscriber management, policy, and authentication functions, delivering transparent
service integration to Wi-Fi and licensed small cell users. The Cisco ASR 5000
Series Small Cell Gateway is widely deployed today, providing multivendor
interoperability.
Offers & Resources
Figure 5. Overview of all solutions required for service provider Wi-Fi.
A complete portfolio of intelligent 802.11ac access points including the Cisco
Aironet® 1530,1550, and 1570 Series for outdoors and the Cisco Aironet 700,
1700, 2700, and 3700 Series for indoors. Silicon-level integration supports
crucial network functions, including interference mitigation, resource management,
beamforming, band selection, and voice and video optimization.
Secure network intelligence and management with carrier-grade network analytics,
subscriber management, and policy control provided from the Cisco Wireless LAN
Controller, the Cisco Mobility Services Engine (MSE), the Cisco Wireless Access
Gateways (WAG), and the Cisco Policy Suite.
Qualifying Questions
Service Provider Wi-Fi Service Manager for Cisco Prime
MSP
Credentials
3G/4G
Macro Site
Metro Wi-Fi
Wireless Control
System (WCS)
IP Core
Internet
IP Backhaul
SMB Managed AP
WLC for
On-Premises
Content
WLC
Stadium/Large Venue
Indoor Hotspot
Across the Cisco Universal Wi-Fi for Service Providers solution, Cisco Prime™ is a
unified network management platform that supports an intuitive user experience as
it integrates operations across Cisco products, technologies, and networks.
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Cisco ASR
1000 Series
Partner
Net
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Cisco Connected
Mobile Experiences
Qualifying Questions
Offers & Resources
Cisco Meraki Solution
Cisco Mobility IQ
Cisco Meraki® is a cost-effective, cloud-hosted solution. Managed services providers
can offer this as an outsourced, infrastructure as a service to end customers and
operate through cloud-based controls. Cisco Meraki provides a simple, ready-to-use,
pay-per-access point model for wireless deployments that can be considered for
education and retail.
Cisco Mobility IQ is a highly secure, cloud-based solution that visually combines
network, user, and business intelligence across your customer’s mobile network to
realize business outcomes.
Universal Wi-Fi
Meraki
Optimized for Mobile Carrier Deployments
•Hardware flexibility: Strand mountable AP,
modular APs, sophisticated antenna options
•Hotspots 2.0 to allow seamless roaming
between operators around the globe,
enabling new
business models
Optimized for Managed Service Deployments
•No staging required
•Low TCO (simplified NOC management)
•Brandable end-customer portal
Optimized for Fast Time to Market
•No data center footprint
•Flexible architectures
•Limited training required
Optimized for Carrier Integration
•Seamless mobility: 3G/4G seamless handoff
to Wi-Fi
•Integration with mobile network (data
tunneling)
•Shortened sales cycles with cloud demos
and free trials
Optimized for Ease of Use
•Cloud/Web-based management
This solution gives service providers and business customers universal insight to
understand their networks better, expand value, and increase revenue. It encompasses
Cisco Network Intelligence, Cisco User Intelligence, and Cisco Business Intelligence.
Through a single, comprehensive dashboard with different views based on role, Cisco
Mobility IQ displays a wealth of network and subscriber data collected across Wi-Fi,
3G, and 4G networks.
With this intelligence at their fingertips, your customers can troubleshoot and fix
network problems faster for higher customer satisfaction. And you can help your
customers generate new revenue based on a detailed understanding of their
customer’s movements in venues, such as stores and hotels, wait times at point-ofsale counters, and many other insights.
http://miq.cisco.com
Cisco plans to make this service available to certified partners in the future.
•Unique network visualization
Optimized for Sophisticated RF Environments
•Customizable solution that enables:
-- Monetization
-- Ad insertion
-- LBS
-- Analytics
•Branded end-customer portal support
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Cisco Connected
Mobile Experiences
Qualifying Questions
Cisco Connected Mobile Experiences
Cisco has a unique offering with Cisco Connected Mobile Experiences. The location
information and intelligence collected on the Cisco Service Provider Wi-Fi network can
be used for both personalization and analytics for better business decision making.
Using the Wi-Fi location intelligence, operators can provide their customers with
a highly personalized mobile experience that builds loyalty and boosts customer
satisfaction. New opportunities can include customized content, personalized
information, and mobile advertising over Wi-Fi.
In addition, there are unique reports that include real-time data about devices, context,
and location, but provide venue owners and service providers the data for business
decision making. This analysis includes trends, such as traffic patterns, dwell time, and
crowding, to help bring value to network intelligence for businesses.
Learn more about Cisco Connected Mobile Experiences at: www.cisco.com/go/cmx.
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
Offers & Resources
Cisco Universal Wi-Fi Campaign PlayBrief
What Is the Market
Opportunity?
The Wi-Fi
Opportunity Pyramid
Industry Vertical
Markets
Universal Wi-Fi
Solution
Cisco Meraki
Solution
Qualifying Questions
Cisco Connected
Mobile Experiences
Qualifying Questions
Offers & Resources
Articles
• What is the purpose of the proposed Wi-Fi network? Is it for indoor or outdoor
needs? For small or medium-sized businesses, or a specific venue?
• The Wireless Broadband Alliance and GSMA Announce Next-Generation Wi-Fi
Network at Mobile World Congress 2015 February 19, 2015
• What infrastructure is available (fiber, cable, Ethernet)?
• Fans To Experience Upgraded Free Xfinity Wi-Fi at Wells Fargo Center February 09,
2015
• Is there outdoor power available?
• What are the end-user bandwidth requirements?
Offers
• 4 Cool Technologies Powering the Super Bowl
• Big Results at the Biggest Events
• Super Bowl Sets New Stadium Wi-Fi Record
• Cisco Capital® Financing: Three-Month Deferral
Offer a three-month, interest-free payment deferral for all Cisco hardware, software,
and bundled services. This offer expires July 25, 2015.
Reference
• White Paper: Cisco VNI: Global Mobile Data Traffic Forecast Update, 2014–2019
• Multi-Year Service Contract Financing
Offer three-year, 2.5 percent multi-year service contact financing. This offer expires
July 25, 2015.
• White Paper: Digging for the New Mobile Gold
• Free Predictive Site Survey
This remote desktop survey covers two floors indoors or the area of one block
outdoors. It’s the perfect tool for initial budget planning. It provides the customer
with values to start building Wi-Fi business cases. For more information see the
Predictive Site Survey.
• Infographic: Small Cells
Learn more about Cisco Service Provider Wi-Fi customer deployments with
monetization opportunities by viewing the following resources.
• Customer Stories Videos
• Blog Post: City of Santa Clara
• Blog Post: Austin Airport/Boingo
• Blog Post: America’s Cup
• White Paper: Wi-Fi: New Business Models Create Real Value for Service Providers
• Blog: Next Generation Mobile Monetization
Competitive Documents
• Ruckus Competitive Rebuttal Blog
Resources
Case Studies
• White Paper: Cisco Service Provider Wi-Fi: A Platform for Business Innovation and
Revenue Generation
PEC and Specializations
• Cisco Wi-Fi Cloud Based Tools - Voice of the Engineer - March 19 2015
• Cisco Smart Cell - Cisco Universal Small Cell Solution: A Platform for Service
Innovation
To watch a presentation about the direction of Cisco’s Service Provider
Wi-Fi architectures, visit the Partner Education Connection and search on
ID# 1423852221697.
See a presentation about Cisco’s Voice over WiFi solution and value proposition by
visiting the Partner Education Connection and searching on ID# 1423852226547.
© 2015 Cisco and/or its affiliates. All rights reserved. Cisco and the Cisco logo are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. To view a list of Cisco trademarks, go to this URL: www.cisco.com/go/trademarks.
Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. (1110R) C96-735431-00 6/15
© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco Confidential. For Channel Partner use only. Not for public distribution.
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