small cells in the enterprise

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Small Cells in the Enterprise

Jared Headley

Senior Director, SP Mobility, Cisco

October 8, 2013

Cisco Public

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Numbers to Remember…

$30,000 to $1,000 USD

94%

22 of 23100s

Cisco Public


Why Focus on Enterprise?

Business Drivers• BYOD driving convergence• High ARPU subscribers• Account level management• New Business Models

Technical Drivers• Target deep indoors where traffic is• Low mobility requirements• Converge with managed Wi-Fi• Professional installation

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Barriers to Small Cell DeploymentPower

Real Estate Backhaul

Cost Support

Security

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Enterprise Small Cell Opportunity is Broad

NOT TARGETEDGood coverage

NOT TARGETED< 10 lines

NOT TARGETEDCompetitors’ Customers

NOT TARGETED

Current Wi-Fi Customers

NOT TARGETEDVertical Markets

CURRENTLY TARGETED10-50 mobile lines+ poor coverage= Small Cell Target

$

$

$

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What is the Killer App for Enterprise Small Cell?• VOICE

• VOICE

•VOICE

Beyond voice:

• Clear support roles

• Lower TCO

• Location services

• Cloud managed PBX / voice services

• Emergency services

• Employee vs. Guest services

• And more…

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Macro Service Parity is Vital and Possible• Indoor small cells must match macro features and KPIs• Requires new generation of high-availability software

99.999%uptime

Typical transactions/day per small cell in downtown Tokyo and Seoul 60,000

M T W T F S S95

96

97

98

99

100

VoicePS

Voice and PS Setup Rate %[one week in Aug 2012]

Cisco Public


Routes to Small Cell Service Revenue

B to C/B• Product to Ent• Services to SP• Joint GTM with

SP

MNO Activates Small Cell

Service

End Customer • Enterprise• SMB• Consumer

B to B• Product• Services• Joint GTM

MNO Offers a Managed Small

Cell Service

End Customer• Enterprise• SMB• Consumer

Model 1: Small Cell Locked Service

Model 2: Small Cell Unlocked Service


Small Cell Solutions That Support a Variety of Deployment Models• Ability to support a variety of

deployment models is critical

• Fully managed service for both Wi-Fi and Licensed Small Cell from Operator

• Deliver managed Licensed Small Cell service over existing (and managed by) Enterprise Wi-Fi

“I will own my Wi-Fi…”

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Enterprise Small Cells Require Vertical Market Understanding

Education /Campus

Retail /Shopping Mall

Healthcare /Hospital

Hospitality /Hotels

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Retail Market: Mobile User Behavior Reveals Opportunities

• 50%+ of all purchases influenced by mobile apps and social media

• 19% of mobile users turned on location services In 2012

• 94% of users who receive location-based services consider them valuable

Sources: Conlumino , TNS Global, Nick Lippis

UK retailers missing out on up to £12 billion in potential sales by failing to engage consumers through digital channels

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Location Analytics & Big Data

Location analytics provide insights into device’s journey inside a venue

Where people go? What are the common paths? Most visited places?

How long people stay in each place? Where is the first place they stop?

Analyze patterns of repeat vs. visitorsTrend analysis & history comparison

Quantify & justify rental pricing

Measure signage impact

Perform predictive analytics

Analyze changes impact

Analytics Benefits to Venues:

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Analytics Align with Carriers’‘Big Data’ Strategy• Internal optimization and performance benefits• External monetization

Frequency

Customers

Data Volume

Analytic Intensity

Value

Manual Reports Automatic Reports

One-Time Subscription Custom Single Feed Multi-Feed QueryableStatic report on network usage

Recurring report with analyzed data

Project-based analysis, output

API from database / network

API from database / network

Exposed database & network

Retail, SMB

Goodwill

Retail, SMBLarge Retail, Franchises

Larger B2B Larger B2B Multiple B2Bs

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Korea Telecom:Coverage / Capacity with LTE

• Seoul: Population 15 Mil

• Provide coverage in areas difficult to reach with macro LTE network

• Provide higher speed data rates and capacity in densely populated areas

• 18,000 LTE Small cells deployed

• Dramatic gain in user data rate with increased small cell deployment

Mass Scale Commercial LTE Small Cell Deployment

Indoor Hotspot

Offloading &

Coverage

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Hospital – Solving Coverage Challenges, Leverage Wi-Fi Footprint

Hospital Campus Network

• Millions of square ft.

• 50k guest / 50k business users

• Hundreds of thousands of devices

• Highly regulated (eg: sealed APs)

• Provide superior data access via Wi-Fi and ubiquitous voice coverage via Licensed Small Cell

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So What About those Numbers?

• $30,000 to $1,000 – We must drive the cost of Small Cell deployment down to something more like Wi-Fi

• 94% of users who receive location-based services consider them valuable

• 22 of 23 Enterprise customers at a recent Cisco Customer Advisory Board say that they WANT Small Cells NOW

Primarily to solve a voice coverage issue

Willing to allow SPs to leverage existing LAN infrastructure and Wi-Fi footprint

• 100s of Wi-Fi Enterprise customers are asking how soon can they get Licensed Small Cells

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Enterprise Small Cell Opportunity• Enterprises are demanding Small Cells

Believe a lower TCO to solve voice coverage challenges

• Leverage of the Wi-Fi footprint and practices are keyModel for lower cost deployment

Opportunity to leverage existing Wi-Fi infrastructure

• Understanding Enterprise Verticals is keyApps and services are different at verticals from Hospitals to Hotels to Campuses to Malls

Partners and integrators as well as CIO relationships are important to leverage

• Location-based services, analytics and applications are a unique opportunity with small cells

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Thank you.

small cells in the enterprise

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