© 2007 Cisco Systems, Inc. All rights reserved.Presentation_IDCisco Confidential 1 ICT forum October 30 th Co-Marketing Nikos Botinis Channel Manager Greece, Cyprus & Malta

© 2007 Cisco Systems, Inc. All rights reserved. Cisco’s Channel Vision & Mission Creating capacity for growth by accelerating partner and customer success © 2007 Cisco Systems, Inc. All rights reserved.Cisco Confidential CSS _03_2007_c1 2 Transforming the customer experience with the World’s best partners

© 2007 Cisco Systems, Inc. All rights reserved. Customer requests are changing Partner Profitability Partner Value-Add Business Solutions Integrated Technologies Individual Products Technology Specialized SIP VIP TAP (CTMP) OIP

© 2007 Cisco Systems, Inc. All rights reserved. Customers Direct VARs, Systems Integrators Distributors2-Tier Resellers Service Provider Channel >80% of Revenue via Partners Value Add Resellers (VARs) Managed Services / Outsourcing Providers Distributor Value Add Solution providers (MS/Outsourcing) Channel Routes to Market

© 2007 Cisco Systems, Inc. All rights reserved. Offer-Based Strategy  Supports value-based Go-To-Market  Choices support differentiation and profitability Outsourcing Managed Services Resale

© 2007 Cisco Systems, Inc. All rights reserved. Resale Program Outsourcing Managed Services Resale

© 2007 Cisco Systems, Inc. All rights reserved. Resale Program: Partner gets Branded Customer Satisfaction Support Infrastructure Specializations SIP VIP OIP TAP (CTMP)

© 2007 Cisco Systems, Inc. All rights reserved. MS Program: In Pilot  Market is growing at 32% per annum (Gartner) Outsourcing Managed Services Resale

© 2007 Cisco Systems, Inc. All rights reserved. Managed Services Growth: 32% CAGR  Increased complexity of applications and solutions  Expectation of universal access to tools and applications  IT departments evolving focus to out-tasked model $36B $29B $23B $18B $13B $9B CAGR Asia/Pacific46% Japan 35% Middle East & Africa 46% W. Europe27% Latin America 50% Source: Gartner Dataquest (August 2007) / Ovum July 2007 Why? North America33% E. Europe43%

© 2007 Cisco Systems, Inc. All rights reserved. What is a Managed Service Offer ? Managed Service offer meets the following criteria: 1.SLA between partner and end customer 2.Remote configuration and troubleshooting 3. Remote monitoring of subject CPE 4.Minimum contract term is one year 5.CPE title with partner, customer or lessor

© 2007 Cisco Systems, Inc. All rights reserved. MS Program: Service Gets Branded Service covered by SLA Network Operations Center Tiering of Managed Services

© 2007 Cisco Systems, Inc. All rights reserved. OS Program: In Development  Distinct and separate offer type Outsourcing Managed Services Resale

© 2007 Cisco Systems, Inc. All rights reserved. What is an Outsource Offer ? Outsourcing offer must meets the following criteria: 1.Outsourcer is responsible for the management of specific end customer assets including employees, third party contracts, systems and data 4.Minimum contract term is three years 5.Asset title can be with partner, customer or lessor 2. Specific agreement with end customer for receipt of defined services, pricing, and level of service quality 3.Outsourcer acts as attendant to subject assets and has capital responsibility for maintenance, disposal, refresh, and other changes

© 2007 Cisco Systems, Inc. All rights reserved. OS Program: Transaction Specific Specializations Outsourcing Agreement with Specific SLA Infrastructure “Ownership” and Manage- ment

© 2007 Cisco Systems, Inc. All rights reserved. Offer-Based Strategy  Supports value-based Go-To-Market  Choices support differentiation and profitability Outsourcing Managed Services Resale

© 2007 Cisco Systems, Inc. All rights reserved. Customers >80% of Revenue via Partners Value Add Resellers (VARs) Managed Services / Outsourcing Providers Distributor Value Add Solution providers (MS/Outsourcing) Channel Routes to Market

© 2007 Cisco Systems, Inc. All rights reserved. Marketing Funds : DDF  Distributor Development Funds are to be used for distributor marketing activities for resellers.  Demand Generation : –Direct Marketing –Print Advertising –Outdoor Advertising –Catalogue –Telemarketing –Seminars/Workshop –Shows/Exhibitions.

© 2007 Cisco Systems, Inc. All rights reserved. Marketing Funds : Joint Marketing Funds (JMF)  The Cisco Joint Marketing Fund (JMF) is designed to provide Cisco partners with the tools and resources needed to effectively market their companies and the Cisco product lines they carry.  Key Benefits: –Get funding and support for pre-approved demand- generation activities –Generate new business –Strengthen your competitive advantage in the marketplace –Increase sales

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign  Step 1: Identify business and marketing objectives.  Step 2: Define your unique value proposition.  Step 3: Develop the communications strategy.  Step 4: Execute your campaign activities.  Step 5: Measure the campaign results.

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign Step 1: Identify business and marketing objectives.  The first step in developing a sound marketing strategy is to identify your business and marketing objectives and make sure that they are well-aligned. –The most successful marketing plans include objectives that are: Specific: goals are clear and concise Measurable: results can be reported Realistic: goals can be obtained within the market conditions

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign Step 2: Define your unique value proposition.  Understanding your customers and their needs is the foundation of good marketing and messaging.  Is your value proposition targeted, relevant, and compelling?  Have you differentiated yourself from close competitors? Having a proposition that both persuades customers and differentiates your company from its competitors is the best way to deliver your message.

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign Step 3: Develop the communications strategy.  Once you have defined your business and marketing objectives and completed your positioning and messaging, the next step is to develop a communications strategy to give your campaign focus and direction.  By further segmenting the customer audience and developing messaging that addresses each segment specifically, your communications strategy will be more comprehensive.

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign Step 4: Execute your campaign activities.  Now is the time to begin creating and implementing your marketing activities. First outline which tactics fit best with your communications strategy.  Then determine the dates when your campaign will run.  Next, access Campaign Builder, a tool you can use to easily create co-marketing, cobranded materials.

© 2007 Cisco Systems, Inc. All rights reserved. Plan your campaign Step 5: Measure the campaign results.  After investing valuable resources, it's important to measure the effectiveness of your campaign.  To make result measurement easier, plan the metrics that you will track before executing your campaign.

© 2007 Cisco Systems, Inc. All rights reserved. Customer requests are changing Partner Profitability Partner Value-Add Business Solutions Integrated Technologies Individual Products Technology Specialized SIP VIP TAP (CTMP) OIP

© 2007 Cisco Systems, Inc. All rights reserved. Deliberate Choices can Differentiate You & Maximize Your Profitability