1. Start Page 1 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Welcome to the Cisco® Application Support Portfolio Overview learning module. This module is part of an ongoing effort to help Cisco resellers increase sales performance by learning how to consistently attach Cisco Application Support offerings to Cisco solutions. Cisco Application Support Portfolio Overview View this presentation in slide show mode to enable interactive features.

2. Start Page 2 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Module Overview This module helps Cisco resellers learn about the Cisco Application Support offerings. This training module provides information about:  The value of application support  How application support fits in to the larger Cisco Technical Services portfolio  Capabilities and features of the application support offerings  How to offer the right mix of services It should take you about 15-20 minutes to complete this module.

3. Start Page 3 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Placing Cisco Application Support Offerings in Perspective

4. Start Page 4 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Getting Started with Software Support First, it is important to know that there are several categories of software support that provide important coverage for:  Operating system software  Application software  Security content While all types of coverage are important, application support provides essential value that can improve the speed and accessibility of business applications. This module focuses on the Cisco Application Support portfolio and provides an overview of other software support offerings. As business applications become more network-centric, application support becomes critical to ensuring optimal network performance across all Cisco products.

5. Start Page 5 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Providing Complete Coverage Before we move on to discuss the value of specific application support offerings, let’s take a moment to show how all the types of services work together to provide complete coverage. Hardware SupportApplication Support Security Content Subscriptions Customers who have a security solution such as Cisco Intrusion Prevention Systems, require regular updates to the content in their security database. Customers can purchase a security content subscription that provides them with up-to-date security content such as signature file updates. Customers need hardware support services to receive coverage for Cisco hardware and for operating system (OS) software updates within their licensed feature set. Customers need support services to provide application software updates and upgrades for Cisco software applications. Customers need support services for access to maintenance releases and minor software updates and might also need access to major software upgrades.

6. Start Page 6 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only The Value Proposition: Software Support Click on each item below to learn more about the value of the various types of software support capabilities. When you are done, click the next button to continue. 1. 2. 3. Operating system software updates Application software updates and upgrades Security content subscriptions Value Increases performance of current features on Cisco devices Adds new functionality, often without additional hardware investment Enhances availability and stability of network and business applications Extends the life of Cisco devices Value Strengthens availability, functionality, and reliability of applications Helps resolve technical issues faster with access to application specialists Builds in-house expertise with access to online resources Increases application functionality with major upgrade releases Value Helps to identify, monitor, and remediate security threats Enables web-based reporting of personalized network threat alerts Provides customized, timely, accurate, vendor-neutral security intelligence Provides information on the latest security threats with signature file updates

7. Start Page 7 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only About Software Support Capabilities Software support capabilities are an integral part of Cisco’s Technical Services portfolio.  The image here shows Cisco’s industry-leading support capabilities.  You can see that TAC assistance, online technical resources, operating system updates, application software updates and upgrades, and security threat mitigation capabilities are essential components of the overall portfolio.

8. Start Page 8 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Software updates strengthen the functionality of the Cisco application and major software application upgrades that expand application functionality. Provides access to up-to-date operating system software to maintain the resiliency of the Cisco network and increase operational efficiency. Access to information anytime, anywhere with automated troubleshooting tools and technical knowledge library through Cisco.com. Access to network and application software engineers for timely, issue resolution, available 24x7 for most services. Technical Assistance from TAC TS Capabilities and Software Support This slide showcases the capabilities that offer software support. Click on each box below to learn more about that capability. When you are done, click the next button to continue. Online Technical Resources Operating System Software Updates Security intelligence and signature file updates provide important content help prevent, mitigate, and quickly remediate potential IT attacks. Security Threat Mitigation Application Software Updates & Upgrades

9. Start Page 9 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Why Cisco Application Support? Cisco’s product portfolio has expanded beyond routers and switches to include a growing set of software applications. To support the service needs of these software products, Cisco offers specialized technical support services for software. Cisco application support offerings provide customers with important capabilities including:  Software updates: bug fixes and minor features  Software upgrades: major features  Cisco TAC support for software products  Access to Cisco.com

10. Start Page 10 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Application Support Complements Hardware Support  Operating system software support is provided as part of hardware service coverage and is separate from application support.  When a customer’s solution includes both hardware and application software components, the customer needs both hardware and application support for complete coverage. Application Software Support Services Hardware Support Services Advance Hardware Replacement OS Software Updates Application Software Updates & Upgrades

11. Start Page 11 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Cisco Application Support Offerings

12. Start Page 12 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Expanding Your Business Opportunities Selling application support services backed by Cisco knowledge and specialized expertise can help you:  Provide customers with complete product coverage  Increase customer satisfaction and build life-time customer value  Improve profitability through greater service bookings  Generate more recurrent revenue Application support is available for most Cisco application software.

13. Start Page 13 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Cisco Application Support The Cisco Application Support portfolio includes the following services:  Cisco Software Application Support (SAS)  Cisco Software Application Support plus Upgrades (SASU)  Cisco Video Software Support Service (VSS)  Cisco Unified Communications Essential Operate Service for Software (ESW) Cisco also offers services that provide comprehensive support for hardware and software applications. In this section, we will provide an overview of each of the services and then help you understand how to offer your customers the right mix of services for their Cisco solution.

14. Start Page 14 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Defining Application Software Terms Throughout this section of the training module we will be using some specific terms to describe the features of the various service offerings. Below are a few terms that you might want to note. Click on each of the items to learn more. Maintenance Release Major Upgrade Release A maintenance release is an incremental software release that provides maintenance fixes and may provide additional software function. Cisco maintenance releases are indicated by a change in the digit to the right of the tenths or the hundredths digit of the software version number [x.x.(x) or x.x.x.(x)] A major release is a release of software that provides additional software functions. Major releases are designated by a change in the ones digit of the software version number [(x).x.x.]. Minor Update Release A minor release is an incremental release of software that maintenance fixes and additional software functions. Cisco indicates a minor release with a change in the tenths digit of the software version number [x.(x).x].

15. Start Page 15 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Cisco Software Application Support (SAS) Cisco Software Application Support (SAS) Service Cisco Software Application Support (SAS) Service helps to keep business-critical applications highly available and running at optimal performance. This service:  Provides maintenance releases and minor update releases, plus access to online resources and Cisco TAC support  Provides support for over 150 security, network management, and data center software applications Major upgrade releases require the purchase of Cisco Application Support plus Upgrades (SASU).

16. Start Page 16 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Cisco Software Application Support plus Upgrades (SASU) Cisco Software Application Support plus Upgrades (SASU) serviceCisco Software Application Support plus Upgrades (SASU) service helps keep software applications current with the latest Cisco technology. This service:  Provides the same features as SAS plus major application software upgrade releases  Provides access to richer software application feature sets and improved performance and efficiency SAS and SASU are available globally for more than 150 Cisco application software products Example: This service would enable an upgrade from version 2.0 to 3.0.

17. Start Page 17 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Cisco Unified Communications Essential Operate Service for Software (ESW) Cisco Unified Communications Essential Operate Service for Software (ESW) Cisco Unified Communications Essential Operate Service for Software (ESW) includes capabilities similar to the Cisco Software Application Support (SAS) offering, but is designed specifically to support unified communications software. This service:  Provides software-only application support, access to TAC, Cisco.com, and maintenance/minor update releases for Unified Communications solutions  Requires the addition of a Cisco Unified Communications Software Subscription (UCSS) for access to major upgrade releases More Info These services support more than 30 Cisco Unified Communications software application products, such as: Cisco Unified Communications Manager (CallManager) Cisco Unity Cisco Unified MeetingPlace (Enterprise and Express) Cisco Unified Contact Center (Hosted, Enterprise and Express) Cisco Unified Intelligent Contact Management Cisco Unified Mobility Two product families—Cisco Unified Communications Manager Business Edition and Cisco Unified Phone Proxy—require a different service level: Cisco Unified Communications software application and server support (ECD), which offers the preceding features plus advance hardware replacement (with the option of an onsite field engineer). X

18. Start Page 18 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Comprehensive Support Solutions In addition, to the Cisco Application Support offerings we just described, Cisco offers a number of services that provide comprehensive support solutions. Click on each of the items below to learn more. Cisco Services for Intrusion Prevention Systems (IPS) Cisco Unified Communications Essential Operate Service (ECD) This service provides essential, ongoing support and helps ensure that a Cisco IPS solution and the signature files it uses to protect the network are current. Provides technical support, hardware replacement, OS and signature file updates, and dynamic global threat information. This service includes everything provided for Cisco Unified Communications Essential Operate Service for Software (ESW) plus hardware replacement. This service is available for Cisco Unified Communications Manager Business Edition and Cisco Unified Phone Proxy solutions. Cisco TelePresence Essential Operate Service (ECDO) This service is a comprehensive technical support service that includes hardware coverage, OS support, and application support.

19. Start Page 19 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Additional Software Support Offerings The Cisco Smart Care Service is a comprehensive, network-level offering designed to meet the needs of small and medium-sized businesses. Offering this service requires a different business model that involves resellers purchasing the Cisco Smart Care Service, adding unique value, and offering it to customers under the your own brand.Cisco Smart Care Service The Cisco Unified Workspace Licensing program packages client and server software, licensing, service and support, and software subscription on a per-user basis.Cisco Unified Workspace Licensing The next slide provides a side-by-side comparison of each of the services that we have discussed in this learning module.

20. Start Page 20 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Software Support Features Comparison Hardware Replacement Options Registered Access to Cisco.com TAC Technical Support 24x7x365 Maintenance Releases and Patches Minor Update Releases Major Upgrade Releases Signature File Update IntelliShield Search Access Cisco Software Application Support (SAS)   Application  Application  Application Cisco Software Application Support plus Upgrades (SASU)   Application  Application  Application  Application Cisco Video Software Support Service (VSS)   Video Application  Video Application  Video Application Cisco Unified Communications Essential Operate Service for Software (ESW)   UC Application  UC Application  UC Application Cisco Unified Communications Software Subscription (UCSS)  UC Application Cisco Services for IPS   Cisco OS  Cisco OS  Cisco OS  IPS  Cisco Unified Communications Essential Operate Service (ECD)   UC Application  UC Application  UC Application Cisco TelePresence™ Essential Operate Service (ECDO)   TelePresence Application  TelePresence Application  TelePresence Application Cisco SMARTnet® Service   Cisco OS  Cisco OS Cisco Smart Care Service  Cisco Unified Workspace Licensing  Technology- specific Application  Technology- specific Application

21. Start Page 21 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Offering the Right Mix of Software Support Your customers need coverage for the following:  The hardware and operating system  Applications software maintenance releases, minor update releases, and major upgrade releases Some customers will require comprehensive services for solutions such as Cisco Intrusion Prevention Systems, Cisco Unified Communications, or Cisco TelePresence solutions. Provide complete coverage by offering more than Cisco SMARTnet Service.

22. Start Page 22 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Mapping Cisco Solutions to Cisco Services The key to offering your customers the appropriate mix of services is knowing which services map to the various types of Cisco solutions.  For Cisco solutions that consist of software applications only such as CiscoWorks or Cisco Operations Manager, sell SAS or SASU.*  For Cisco Unified Communications solutions that consist of software applications only, sell ESW and include UCSS to provide access to application upgrades.  For Cisco Unified Communications solutions that include both software applications and hardware, generally sell SAS or SASU along with Cisco SMARTnet Service.**  For solutions such as Cisco Video, Cisco Intrusion Prevention Systems, and Cisco TelePresence, sell the comprehensive solution that provides full coverage for both hardware and software applications. The next slide shows how the various services map to families of Cisco solutions. *SASU provides the same features as SAS plus major application software upgrades. **Cisco Unified Communications Manager Business Edition and Cisco Unified Phone Proxy require Cisco Unified Communications Essential Operate Service (ECD) that provides coverage for both the hardware and applications, along with UCSS that provides access to software upgrades.

23. Start Page 23 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Identifying the Right Services for Your Customer ■Broadband video delivery products Cisco Video Solutions Examples: ■Cisco Unified Communications Manager ■Cisco Emergency Responder ■Cisco IP Communicator ■Cisco Unified Video Advantage Cisco Unified Communications Application-Only Solutions ■Cisco IPS 4200 Series ■Cisco ASA5500 with AIP (IPS modules) ■Modules for Catalyst Switches and Access Routers ■IPS on IOS on Access Routers (software based IPS) Cisco Intrusion Prevention Systems ■Cisco TelePresence products Cisco TelePresence Solutions ■Cisco Unified Communications Manager Business Edition ■Cisco Unified Phone Proxy Cisco Unified Communications Solutions (Combined UC hardware and UC application) Examples: ■Unified Communications Manager Express ■Unified Unity Express ■All UC Network Management Products Examples: ■CiscoWorks ■Cisco Wireless ■Cisco Operations Manager ■Cisco Digital Management Cisco Application-Only Solutions *SASU provides the same features as SAS plus major application software upgrades. Not applicable Cisco Video Software Support Service Cisco SMARTnet Service Not applicable Cisco Unified Communications Software Subscription (UCSS) Cisco Unified Communications Essential Operate Service (ESW) Not applicable Content Cisco Services for IPS Not applicable Cisco TelePresence Essential Operate Service (ECDO) Application Software upgrades Application software support Not applicable Cisco Unified Communications Software Subscription (UCSS) Cisco Unified Communications Essential Operate Service (ECD) Not applicable Cisco Software Application Support plus Upgrades (SASU)* Cisco Software Application Support (SAS) Cisco SMARTnet Service Hardware and operating system support Not applicable Cisco Software Application Support plus Upgrades (SASU)* Cisco Software Application Support (SAS) Not applicable The graphic below helps you see how the various types of services come together to provide appropriate coverage for a number of categories of Cisco solutions. Click the Advance Animation button to expand the graphic at your own pace. Advance Animation

24. Start Page 24 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Finding the Right Services for Cisco Solutions: Cisco Service Finder and Reference Materials The Cisco Service Finder tool can help you quickly find the Cisco Technical Services available for your Cisco hardware, application software, and specialty appliance products.Cisco Service Finder In addition, Cisco provides reference guides, sales tools, and customer-facing collateral to help you identify and position the appropriate services offerings for your customers. Visit the Cisco Application Support resources site for your region to gain access to these resources.Cisco Application Support resources site

25. Start Page 25 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only How to Offer the Services Qualified partners can sell application support services through Collaborative Services or by reselling Cisco brand services.Collaborative ServicesCisco brand services  To get started, contact your service account representative or build and place an order using our online tools.online tools  Adding application support to traditional services offerings such as Cisco SMARTnet Service, enables you to offer a superior service experience that provides new opportunities for increased revenue, higher profit margins, and more frequent customer interactions.Cisco SMARTnet Service

26. Start Page 26 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Important Links  Service Finder www.cisco-servicefinder.comwww.cisco-servicefinder.com  Cisco Technical Services http://www.cisco.com/en/US/partner/products/svcs/ps3034/ps2827/serv_category_home.html http://www.cisco.com/en/US/partner/products/svcs/ps3034/ps2827/serv_category_home.html  Cisco Application Support Services http://www.cisco.com/web/partners/services/programs/support/index.html http://www.cisco.com/web/partners/services/programs/support/index.html  Cisco Software Application Support (SAS) Service http://www.cisco.com/en/US/services/ps2827/ps2993/services_data_sheet0900aecd803f3d9f.p df http://www.cisco.com/en/US/services/ps2827/ps2993/services_data_sheet0900aecd803f3d9f.p df  Cisco Software Application Support plus Upgrades (SASU) http://www.cisco.com/en/US/services/ps2827/ps2993/services_data_sheet0900aecd803f3d93. pdf http://www.cisco.com/en/US/services/ps2827/ps2993/services_data_sheet0900aecd803f3d93. pdf  Cisco Unified Communications Essential Operate Service for Software (ESW) http://www.cisco.com/en/US/services/ps2961/ps2664/services_data_sheet0900aecd8042826b. pdf http://www.cisco.com/en/US/services/ps2961/ps2664/services_data_sheet0900aecd8042826b. pdf  Cisco Application Support Resources http://www.cisco.com/web/partners/services/programs/support/resources.html http://www.cisco.com/web/partners/services/programs/support/resources.html  Cisco Services for IPS http://www.cisco.com/en/US/partner/products/ps6076/serv_group_home.html http://www.cisco.com/en/US/partner/products/ps6076/serv_group_home.html

27. Start Page 27 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Important Links (continued)  Cisco Unified Communications Essential Operate Service http://www.cisco.com/en/US/services/ps2961/ps2664/services_data_sheet0900aecd8042826b. pdf http://www.cisco.com/en/US/services/ps2961/ps2664/services_data_sheet0900aecd8042826b. pdf  Cisco TelePresence Essential Operate Service http://www.cisco.com/en/US/services/ps2961/ps7072/services_data_sheet0900aecd80557f72. pdf http://www.cisco.com/en/US/services/ps2961/ps7072/services_data_sheet0900aecd80557f72. pdf  Cisco Smart Care Service http://www.cisco.com/en/US/partner/products/ps7343/serv_group_home.html http://www.cisco.com/en/US/partner/products/ps7343/serv_group_home.html  Cisco Unified Communications Software Subscription (UCSS) http://www.cisco.com/en/US/products/ps9158/index.html http://www.cisco.com/en/US/products/ps9158/index.html  Cisco SMARTnet Service http://www.cisco.com/en/US/partner/products/svcs/ps3034/ps2827/ps2978/serv_group_home.h tml http://www.cisco.com/en/US/partner/products/svcs/ps3034/ps2827/ps2978/serv_group_home.h tml  Cisco Unified Workspace Licensing Program http://www.cisco.com/en/US/products/ps9156/index.html http://www.cisco.com/en/US/products/ps9156/index.html  Collaborative Services http://www.cisco.com/partner/services/collaborative/http://www.cisco.com/partner/services/collaborative/  Cisco Brand Services http://www.cisco.com/web/partners/services/programs/ http://www.cisco.com/web/partners/services/programs/  Cisco Online Ordering Tools http://www.cisco.com/partner/services/collaborative/http://www.cisco.com/partner/services/collaborative/

28. Start Page 28 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Review and Conclusion

29. Start Page 29 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Module Review Now that you have completed this training module you should have an understanding of:  The value of application support  How application support fits in to the larger Cisco Technical Services portfolio  Capabilities and features of the application support offerings  How to offer the right mix of services

30. Start Page 30 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Summary of Important Benefits Customer Benefits  Customers receive your specialized expertise backed by Cisco technical support and unlimited access to Cisco application updates and upgrades.  Customers can improve the availability and performance of their core applications and reduce security, operational, and business risk.  Customers get specialized end-to-end software application and best practices support from certified Cisco TAC engineers.  Access to Cisco’s extensive range of online tools and interactive communities helps keep customers up-to-date with current technologies. Partner Benefits  Increase your business opportunities by providing a more complete service experience that increases customer satisfaction and builds life-time customer value.  Complement your product and service offerings with best practices and intellectual property backed by Cisco.  Higher perceived value of application support enables you to achieve higher margins and increase recurring revenue. You can bundle multiple customized services to return a higher average margin.  Differentiate yourself from competitors and enhance revenue opportunities faster with reduced risk.

31. Start Page 31 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Next Steps Take advantage of your expanded knowledge:  Make sure you can articulate the value of the Cisco Application Support portfolio to your customers  Attach the appropriate mix of services to all Cisco solutions  Visit the Cisco Application Support website for more information and access to quick reference guides and other collateral that can help you sell Cisco Application Support services

32. Start Page 32 of 32 EndPreviousNext © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential – For Cisco Internal and Reseller Use Only Congratulations! You have completed the Cisco Application Support Portfolio Overview learning module. Thank you for taking the time to learn about this important topic. For more information about these services visit the Cisco Application Support website.Cisco Application Support Cisco Application Support Portfolio Overview