© 2007 Cisco Systems, Inc. All rights reserved. Cisco PublicCisco European Markets – Dec. 2007 1

Cisco’s Vision

Pierre-Alain Graf, General Manager Cisco Switzerland25.6.2008

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 2Cisco Public

The network is more…

Innovation drives the economy

Networks enable Innovation

Networks change the game rules

Competitiveness can only be driven with the help of networks

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 3Cisco Public

European MarketsAn Innovation Economy

Source: Michael E Porter, Harvard Business School

InvestmentInnovation

Factor

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 4Cisco Public

European MarketsAn Innovation Economy

Source: Innovation: Transforming the way business creates. An Economist Intelligence Unit white paper sponsored by Cisco.April 2007

JapanSwitzerlandUnited StatesSwedenFinlandGermanyDenmarkTaiwanNetherlandsIsraelAustriaFrance

2007–2011

123456789

101112

10.009.719.489.459.439.389.299.289.129.108.918.90

12347596

138

1012

9.919.809.569.559.389.519.329.429.119.339.169.15

Rank

Index

Rank

Index

2002–2006

0000

-21

-22

-4210

Δ

Innovation Index

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 5Cisco Public

The Productivity GapWill Continue To Be An Issue

Growth of Overall Productivity of Labour(%-age change from previous year)

0.0%

Source: Economist Intelligence Unit

1.0%

2.0%

3.0%

4.0%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

United StatesWestern Europe

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 6Cisco Public

Managing CulturalChangeCIO, Bosch: Germany

Acquisition IntegrationBoard Members, KLM: Netherlands

Impact of Web 2.0/Innovation DriveCxO, Credit Suisse: Switzerland

TelePresence/Customer InteractionCIO/CTO, VW: Germany

Innovation/Collaboration FocusFastWeb: Italy

Connected InnovationBoard Member, ABN Amro: Netherlands

Precision AdvertisingCIO, Allianz: Germany

Web 2.0 ImpactCFO, BMW: Germany

CXO Careabouts

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 7Cisco Public

Brace Yourself…

“Whizzy new tools [are] going to change where we work, how we work, and even the nature of work itself. Already the changes are coming fast and furious.”

“In the next decade… computer power and Net connection speeds will bring more profound changes to work than anything we've seen so far.”

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 8Cisco Public

New Business ModelsNew Environments and Opportunities Create…

Easier access to information

Growing influence of social networks and communities

Changes in media consumption

Increasing expectation of unique experience

Polarization of shopping behaviour

Serving the Long Tail

Maximum convenience for minimum effort

Mainstream luxury through customisation

Peer communication with customers

Individual experience at universal store

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 9Cisco Public

Addressing New Models Leads to New Opportunities

BrandalismNo Megaphone Required

Consumer backlash at businesses“Brandals” deface or satirize ads and trademarksWeb 2.0 gives “Brandals” a global voice

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 10Cisco Public

Next Era of the Internet…Collaboration/Web 2.0

3%

10%

5%

15%

Company

1%

Country

3%

5%

1%

1980’s 1990’s 2000+ Today

Web 2.0CollaborationProduction Transactions Interactions

Productivity

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 11Cisco Public

“IT Preparing, But Not Prepared, for Web 2.0”

Gartner conducted a Web 2.0 strategy survey. Their question was simply: "Do you have a Web 2.0 strategy?"

Response PercentageWe need a strategy but have not started 37.8%

Our strategy is being defined 33.3%

Our strategy is defined but there are no active projects 4.4%

Our strategy is defined and we have some active projects 8.9%

Web 2.0 is not relevant to our company 15.6%

Source: Gartner Inc. “Findings: IT Preparing, but not prepared” by Kathy Harris & David Mitchell Smith, 19 July 2007

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 12Cisco Public

Cisco’s StrategicApproach

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 13Cisco Public

The Cisco Vision…Changing the Way We Work, Live, Play, and LearnSM

Work Live Play Learn

Shape the Future of the Internet by Creating Unprecedented Value and Opportunity for Our Customers, Employees, Investors, and Ecosystem Partners

…and Mission

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 14Cisco Public

Cisco Technology Vision:The Network as the Platform

Mobility MobilityMobility MobilityVideo VideoVideo Video

Voice VoiceVoice Voice

IP IPIP IP DataData Data Data

Information Communications Entertainment Freedom

IP IPIP IP

Consumer CommercialService Provider Enterprise

Priority TranscodingPersonalization

LocationOptimization Acceleration

Security

Converging All Forms of IT and Communications in the Network

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 15Cisco Public

What Does This Mean?The Network as the Platform

Welcome to the Human Network—Not a Network of Computers, but a Network of People

Innovation

Collaboration

New Business Models

Customer Intimacy/Delight

© 2007 Cisco Systems, Inc. All rights reserved.Cisco European Markets – Dec. 2007 16Cisco Public