2. Cisco’s XSP Strategy in EMEA
Fred Danielsen
© 2001, Cisco Systems, Inc. 2

3. Agenda Market Evolution Foundation Technology Accreditation Programmes
Valuable Ecosystem Partners

4. Application Service Provision Chapter One
CUSTOMER
SERVICE
INFRASTRUCTURE BUILD
APPLICATION RELEVANCE
PRICING
MODEL
CHANNEL STRATEGY
MARKETING
FUNDING FOR IPO
ACQUISITION
Application
Services

5. Application Service Provision Chapter Two
MARKETING
CUSTOMER
SERVICE
CHANNEL STRATEGY
Application
Services
INFRASTRUCTURE BUILD
FUNDING FOR IPO
PRICING
MODEL
CUSTOMER
ACQUISITION
APPLICATION RELEVANCE

6. Application Service Provision Chapter Two
CUSTOMER
SERVICE
INFRASTRUCTURE BUILD
APPLICATION RELEVANCE
PRICING
MODEL
CHANNEL STRATEGY
FUNDING FOR IPO
ACQUISITION
MARKETING
Financial:
Great Plains
Back-up:
Netstore
Application
Services
DIGEX & Worldcom
C&W & Digital Island
SiteSmith & MFN
Equant & Global
One & FT
Telecomputing
Future Link
E-Learning:
SABA

7. Application Service Provision Building On Strengths
CUSTOMER
SERVICE
PRICING
MODEL
CHANNEL STRATEGY
FUNDING FOR IPO
ACQUISITION
MARKETING
APPLICATION RELEVANCE
INFRASTRUCTURE BUILD
DIGEX & Worldcom
C&W & Digital Island
SiteSmith & MFN
Equant & Global
One & FT
Financial:
Great Plains
Back-up:
Netstore
CRM: 7C
Telecomputing
Future Link
E-Learning:
SABA

8. ASP Market Evolution ‘98 ‘00 ‘01 ’02-’03 Market Maturity
Cisco in the US: created an application validation lab that enabled app providers to use and test their solution over the Internet
Cisco in EMEA: As always, Cisco will be leveraging the core competencies of our partners together with quality infrastructure.

9. Evolving Business Models
Business Services Management
full
Network Application delivery and Mngt
Network Application Hosting
Managed Services
Dedicated Hosting
Shared Hosting
Hosting:
It’s about outsourcing of server farms and operation services within a third party data center.
Dedicated Hosting: Setup, monitoring and operation of one or more servers which are dedicated (exclusive) for one individual customer; usually the servers are rent to the customer on a monthly basis and fully managed by the hosting provider within a data center. The applications (software), which are running on these servers, are managed by the customer.
Application Management: Setup, monitoring and operation of applications which usually belong to the customer and are running on hosted servers within a data center.
Application Hosting: Dedicated Hosting + Application Management
Co-location Housing
none
Complexity Level
low
high

10. Customer Issues
Trust
Guarantees
Credibility
Value to Business

11. Cisco Definitions Application Service Provider (ASP)
A company selling software as a service for a subscription or usage fee. The company guarantees its service to end customers.
Examples: NetStore & Telecomputing
Application Infrastructure Provider (AIP)
A company providing the network, data center and application delivering and management of ASP services.
Examples: IBM & BT Ignite

12. Foundation Technologies
Streaming
Applications
E-Commerce
Web Hosting
Intelligent Network Services
Content Distribution
& Management
Content
Routing
Switching
Edge Delivery
ASP Services
Content Delivery Networks
User’s experience

13. End-to-end Capability
AIP
WAN
Data Centre
ASP
Cage
Provides an End To End managed
Infrastructure that enables delivery of
ASP services
QoS
Robust Infrastructure
Repeatable
Scalable
Secure
LAST MILE
(fixed / wireless)

14. Accreditation Infrastructure
Announced in April’00,
AIPs differentiate Application Hosting service
Network Application Infrastructure assessment - Data Centre - QoS Architectures - Security Design - Management Framework - Connectivity (Last mile, WAN, Data Centre)
enables AIPs to provide differentiated service offerings to ASPs by creating high-performance, secure, and reliable network application hosting infrastructures

15. Accreditation Applications
ISV
PARTNER
ASP
AIP
IBM ASP Prime / CMC / *ASP 2000
CISCO
* Cisco, MS, Unysis, Intel, Mercury Interactive, EMC

16. Ecosystem Partners Bandwidth Platform Sun / IBM/ HP Providers
Billing & Monitoring
SI & Consulting
Bandwidth
Providers
Platform
Sun / IBM/ HP
ASP
AIP
Channel Partners
1-tier / 2-tier
SPs/ GSIs
Investment
Cisco VCs
Security
Partners

17. Final Thoughts Cisco Delivers All Key Ingredients:
ASP
Cisco Delivers All Key Ingredients:
Foundation Technology
Accreditation Programmes
Valuable Ecosystem Partners
AIP
ENABLER

18. © 2001, Cisco Systems, Inc. 18