As service providers around the world are continuing their journey to transform themselves to “experience providers”, one potential avenue for increased revenue is creative new partnerships with web service providers, or WSPs. WSPs like Google, Yahoo, MySpace, FaceBook, YouTube, Twitter, Flickr, Travelocity, EBay and others, are establishing themselves as essential to consumers, and are driving huge increases in time spent on-line and overall bandwidth consumption. Service providers to some extent are struggling to monetize this growth in traffic on their networks, and in fact, some have gotten in trouble with regulators and in the court of public opinion by trying to “manage” WSP traffic.

Service providers would be far better served by exploring how to create win-win partnerships with these companies, ones that both differentiate traditional service providers with existing and new consumer customers and position them as essential and value-add participants in successful delivery of the WSPs’ offerings. There are a number of very promising service provider capabilities in which WSPs would likely be willing to invest, and which would create very compelling mutual value for both sides.

For example, the network can provide location and presence information for WSPs, along with additional information about what content, applications, or stores each customer actually accesses. This enables WSPs and SPs to deliver more targeted advertising and content offers, increasing the value of each advertising impression and actual sales transactions for highly valued content.

Another SP asset is its operations and “channel” relationship with customers. Today, many SPs touch the consumer with a retail presence (e.g., AT&T, Verizon, or T-Mobile branded stores), indirect channels (e.g., Time Warner Cable’s relationship with Best Buy), customer service and sales call centers (complete with customer account information), and monthly billing relationships with end users. These channels can be used for marketing WSP services, and can be used to sell services and process transactions on behalf of WSPs. SPs can bundle (on their bill) or physically “mash up” WSP services to create higher value customer offerings.

For example, Verizon Wireless and TiVo have integrated their products. Verizon Wireless customers can browse television listings and program their TiVo digital video recorders from their cell phones. The deal increases use of Verizon’s premium services, and helps attract customers more likely to use Verizon’s other multimedia capabilities. Another example is AT&T and Yahoo! – in 2001, they formed an alliance to deliver broadband services to consumers and small businesses. The co-branded service offers subscribers access to a variety of Yahoo! content and tools, including a personalized homepage, e-mail, storage, security, parental controls, instant messaging, music, and gaming. The two companies share broadband DSL, e-commerce, and ad revenues.

There is another winner in this equation. Imagine the possibilities as a consumer of services tailored for your interests and brought to you seamlessly by your service provider. What if you were in your car, you heard a song you liked on the radio, and you could whip out your mobile phone and use it to purchase, download and store the song automatically in your iTunes music library? What if you were able to opt in to receive special travel offers to anywhere in the world through your local service provider? What if the offer included links to Rick Steve’s or Fodors or Frommer’s, “mashed up” with video clips of the destination and MapQuest routes to local attractions, so you could choose what or where you want to visit, plan your itinerary, buy tickets to attractions before you get there, use your mobile phone to get and follow directions from your hotel, and scan a barcode on your mobile phone when you arrive to gain admittance? Or add on to the capability to program your DVR from the road – what if you could access video surveillance of your home while you’re traveling, so you know your home is safe while you’re gone?

The sky is the limit! Not only could SPs and WSPs gain revenue from working together - imagine how loyal a subscriber you might become if your SP were to give you access to even a fraction of these kinds of innovative new service offerings.

Now that would truly be a whole that is greater than the sum of the parts.

P.S. OK, I think I might be an Internet addict, too…

He said, “Ah, so it’s time for an EDGE QUEST Eight.” I replied in some educated way, saying “wha?” Randy responded (fortunately not referring to me as “Grasshopper”) that we should ping a select group with 8 questions and then have them distribute it to others, and so forth, effectively letting the Human Network itself disseminate it and compile feedback.

Fear not folks, this is for fun…

Here we go.

1. How many hours do you game each week (sandbag accordingly if your boss will read this) and what’s your favorite one?


2. What do you consider your biggest accomplishment in your gaming life? (Come on, I know you have one…! Mine was mastering the expert slope on the Intellivision ski game… If only my actual skiing were a tenth as good…)
   
3. How key is the speed and quality of your broadband connection when you play games, and how much (if any) would you be willing to pay your provider for a faster, better connection?


4. I am sure you’ve seen lots of game contests where you play to win skins or stickers or a virtual t-shirt… but have you ever participated in an online gaming tournament where the winner won money, and how much of a draw was this prize to encourage you to participate?


5. What will you do with $10,000 if you win the tournament?


6. Also if you win, what would you do with the Cisco ASR 1002?


7. We have a lively debate going in the office along the lines of “fantasy edgequest” (you can tell we tend to live this stuff….): One camp says the eventual winner will be a technical networking type (and game enthusiast) who loves Cisco, the other says that pro gamers will come in dominate the leader board. What say you – which camp will dominate?


8. Our intent with this game is to find new ways to engage with our customers and to have fun in the process (not to create a separate gaming line of business for the Company…!) Is it effective, do you know more about the Cisco ASR 1000 as a result of playing, and should we continue to engage you with such games in the future?

Again anyone can answer these questions either in the comments below or in your own blog but to start, I’d like to hear what these eight bloggers (staying with the theme) have to say:

1. Veronica Belmont


2. Brian “Scrabble” Boyko


3. David Deans


4. Mathew Georghiou


5. Scott Johnson


6. David ‘Fargo’ Kosack


7. Mary Beth Schoening


8. Paul Young

As always, thanks for reading…Live long and network!

The Cisco EDGE QUEST Tournament of Aces is underway. And, many of you are tearing-it-up in as you work towards a top 100 score that will give you the opportunity to compete for US $10,000 and an ASR 1002 router (signed by the lead architect).

As I mentioned in my last post, throughout the qualifying round (May 5th through June 11th), we’re going to introduce tips-n-tricks, news and fun, creative ways to engage with us during the tournament. So…

A question for you….
Of all the questions that I’ve had on the EDGE QUEST game, I was expecting to get the most around what we did to make the Cisco ASR hypercraft fly (that would be a fun request to try to get past our engineers in a roadmap concept commit meeting…). Nope. Instead, I’ve had the most questions about the look of the Cisco ASR hypercraft. “Why not add stripes?” “Can you make it all black?” “How about teal with red stripes?”

Enough is enough.

Do you think you have a better design idea for the Cisco ASR craft? If so, bring your artistic vision and skills to the Cisco ASR EDGE QUEST Hypercraft Design Bake Off.

How does this work?

• Easy -- Simply, go to our Facebook page and choose one of the three Cisco ASR 1000 Series router models and start designing. Add new parts and color away!


• Submissions can be scanned or uploaded until 9 p.m. Pacific Time on May26 (5 a.m. UTC on May 27).


• The top two designs will be revealed on May 27, and then it will be up to YOU to pick narrow the field where one will be chosen.


• All can participate (and because it is about a router, see if you can’t apply the time to your “training” development goal for the year…


• For 'terms of submission', click here.

Why do it?
Bragging rights and a chance to see your design “in lights.” Your craft could very well be featured in the final EDGE QUEST Tournament of Aces winner take all "Money Round" that will take place on June 16, 2008.

Have fun, get creative, and submit your design today. Who knows.. may be with your design, the engineers will listen a bit longer to the “flying router” idea…

Live long and network!

I’m pleased to be officially announcing the Cisco Edge Quest Tournament of Aces. Thousands have played Cisco Edge Quest, an online game we introduced when we launched the new Cisco ASR 1000 Series Routers, the world’s most powerful compact router. In the game, players maneuver a hypercraft modeled after the router through various levels and increasingly use its capabilities to defend the network edge. It’s fast, fun, and hey, since learning comes through playing, it may even be able to be applied toward your “training” development goal at work…

Now in this tournament, you can play, challenge a friend, and see if you score high enough during the qualifying round to be eligible to compete in the “money round” -- a 24 hour winner-take-all battle where the highest scorer receives US$10,000 and a Cisco ASR 1000 Series Router (signed by the Senior Vice Presidents aka Network Commanders Pankaj Patel and Tony Bates along with lead architects of the product… I mean when was the last time you had a “signature edition” router?!)

The Tournament of Aces will starts today, May 5 through June 11th, with top 100 qualifiers then going on to compete in a 24 hour battle on June 16th which will feature some brand new levels.

As they say, however, “that’s not all.” We’re taking the virtual, visual and viral marketing efforts that we did for the Cisco ASR 1000 launch even further. Through our Facebook community, podcasts hosted by none other than the gaming guru himself, Randy Jordan of The Instance who runs a World of Warcraft podcast with tens of thousands of global subscribers, and future communications, we’re going reveal additional tips, tricks and market insights that can help you boost your score (and not to mention your water cooler bragging rights). The more you watch, listen and play the more knowledge you’ll gain to help you on your EdgeQuest.

Are you eligible?
Yes, there are some restrictions (eg, I am OUT of the running, and lucky for you, because beta testing this game has given me plenty of practice). So, please do consult, the official terms and conditions for participation in the Cisco Edge Quest Tournament, please visit www.cisco.com/go/edgequest.

Don’t miss this opportunity to play, learn, network, and to do some office trash-talking! You too may be able to earn the title of Edge Master.

Live long and network.

Fortunately, things turned out just that way – while the Cisco ASR launch happened two months ago, the Facebook group that we call “Support Group for Uber User Internet Addicts” is still going strong with over 700 members, and it’s starting to create a life of its own. Of the recent activities we’ve had on the group (another one kicks off on Monday), this particular survey really generated a lot of participation. We asked the group, “You know you are an internet addict when…” and true to form, they collaborated in Human Network fashion came through with quite an entertaining list, below, proving that Web 2.0 not is a great platform for collaboration, but also that those uber-users are quite fun, too. Enjoy!

Live long and network,
Doug

BTW, if you’re reading this blog, you’re an Internet Addict too, so you might as well fess up to it an join too… !

1. You joined a Facebook "Support Group for Uber User Internet Addicts"
2. You're surprised when people ask why your business card lists your email address as the same as your Facebook, LinkedIn, MSN IM, Plaxo Pulse, Gizmo Project and Yahoo IM IDs and even more upset if your boss will not let you list that fact on your business card. (submitted by Suzanne Bowen)
3. You install a webcam in your fridge so you can see what food you have to buy on your way home from work ;) (submitted by Jesper Kellerstam)
4. You're seriously considering a laptop to accompany the magazines by the commode. (submitted by Jody Carbone)
5. People call you by your screen name more then you real name.
6. You extend your wireless coverage all the way to the community pool... well, just because you can do stuff like that and someone might want Internet access when they're sitting at the pool. (submitted by Joel Barrett)
7. Your best pick up line is… I Stumbled Upon your Twitter, Reddit and found it Del.icio.us.
8. You have more networking gear in your home lab than the one at the office (submitted by Nathan Gregory)
9. Carpal Tunnel Syndrome is your best excuse for ending a conversation.
10. You actually blog your review of an ongoing movie halfway through in a movie hall during the interval on your GPRS enabled cell phone. (I actually did it :D ) (submitted by Sreeraj S Arasa)
11. The last social function you attended was a LAN Party
12. You sit with your girlfriend in the living room, but instead of talking to each other you use messenger, Sametime, Skype to ask her for a cup of tea! (submitted by Isabell Otterbein)
13. Your online gaming rig came with an integrated espresso maker.
14. If you launch a blog for your baby before he or she is born, track its search engine ranking on a daily basis, and actually consider the possibility of ad revenues. (submitted by Jeff Brainard)
15. You can’t believe that “l8r, OMG, TTYL, and BFF” are not in Webster’s Dictionary.
16. You talk to your kids and collect family information through Facebook. (submitted by Debbie Zioni)
17. You haven’t watched TV on a TV since Al Gore invented the Internet.
18. You have pets named, "Avatar, "Linden," and "Digg." (submitted by Gabriel Garcia)
19. You can’t laugh anymore, you only LOL!
20. Your Facebook page gets more traffic than a drive though window.

Come on now… if you read the whole list, you really, really need to join…..

Last year, the conference moved to Milan, where the topic was IMS, or IP Multimedia Subsystem. While many of the vendors were jumping on the IMS bandwagon with abandon, Cisco has what I believe to be a more balanced view of IMS. Rather, instead of looking at it as an end-all-be-all approach to deliver services over the IP network, a provider should look at it as one potential part of the solution but not the only one needed. Because IMS is based on SIP, it can’t support many high demand and important current and future services that are non-SIP, from web-browsing to IPTV – and many of the services to be delivered over IMS, such as VoIP, are already delivered over IP in a non-SIP fashion, making its value quite questionable. Add lengthy standards body procedures into the mix, and it makes sense not to bet everything that IMS is going to be an SP savior.

1) SPs have always had software – whether it was in their infrastructure, such as Cisco IOS, their Billing or Operations Systems, or databases, software was a fundamental part of their business. Instead, I’d argue that they just need to put greater emphasis on software for the role of service creation, much as they are doing with TelePresence and other visual networking applications today.

2) Providers shouldn’t want to be like Google. Here me out here -- Google is doing great, and should be lauded on their success. But service providers have invested billions in their infrastructure and instead of trying to duplicate what a challenger is doing in the way they are doing, the provider industry should be focused more a few moves ahead, much like a chess game. In my opinion, providers will be much better off focusing on the differentiators that their network can give their heightened application play as well as that of others. If they create a robust, reliable platform, and provide means for other applications to take advantage of the benefits it delivers (for a price, of course), then all parties win – the SP gets more revenue, the application provider can give more reliable and even tiered offerings, and the customer gets a better experience.

3) Lastly, perhaps it’s my military background, but in general, I don’t think providers should be “soft” – they are titans of industry, delivering all aspects of communications and helping to not only bring the world closer but to also help turn it into more of a community. Soft? Not in my book.

Some of these thoughts were summed but J.P. Rangaswami, Managing Director, Service Design at BT (and one of the most thought-provoking speakers I’ve heard in quite some time): “Sofnet is not a concept of tomorrow, but rather what the industry is trying to catch up to today.”

I’ll go even further, because as the industry has looked at some of the latest trends, whether it be IMS or the ill-fated PBT, they have embraced it with too much enthusiasm with the hype pendulum swinging far to one side. Instead, I believe, the pendulum is best suited more in the middle, to adopt some of the best practices of other industries and challengers with what they have at their disposal them – a hardened IP platform full of possibilities and opportunities for themselves, their partners, and their customers.

Nothing soft about that at all.

- Doug

PS. I’ll write about some other observations from the conference in the weeks ahead, and will definitely plan to attend again next year. Because despite some cold, rainy weather, and a disconnect on name or hype cycle, the conference is a great forum to exchange ideas. Plus, you can't help but being amazed at how much potential this industry has to quite literally change the world.

What's behind this traffic growth? Personally, all you have to do is look inside any of our homes to see the drivers. Let's take mine as an example. My 15 year old son has stopped watching television and lives his academic and social life in the virtual world through a laptop or through a game console. My 12 year old daughter is also spending more time online with her friends but with slightly different interests. What's most intriguing is that my 8 year old son is watching videos online continually. Even my wife prefers to occasionally catch snipets of her favorite shows from the www than on live television. As soon as a provider can deliver faster bandwidth to my house, they can count on me as a customer. Where am I going with this? I know that I am not an exception but more of the standard of homes with kids. It is clear that video is the big driver of this growth and will continue to be as we increase the number of creators of content and consumers of content and ways that it can be consumed.

The question we need to ask ourselves are - will this insatiable demand for bandwidth continue at the rate of the forecasts? Or will it be even higher?

Enjoy and thanks for reading,
Doug

Second Life is pretty intriguing and here’s a New York Times blog post about amping up the reality part of virtual reality even further.

At Cisco, our customers are often awe-struck when we conduct a presentation over or give a demonstration of Cisco TelePresence – with its high definition screens and spatial sound, the experience becomes so real that you have to resist the urge to shake hands with the participants on the other side of the table (who actually are thousands of miles away). As innovations such what is presented in the video on this post build upon virtual reality and “transposed reality” such as Cisco TelePresence, the holodeck and remote Holographic “presence” that was envisioned by NTT years ago and even demonstrated by Cisco the past fall, may very well enter the mainstream far sooner that many think.

Mary Shacklett highlighted the opportunities that broadcasters of all sizes have in the new Internet evolution, using Arena Football as an example of an organization using a non-traditional approach and getting non-traditional and much higher success metrics as well.

Ray Mota, chief strategist of Synergy and one of the major voices in the telecom industry analyst arena, debuted his personal blog this week -- with his first few posts being about the rising Green trend in the industry. Whatever the topic, though, keeping tabs on what’s top of mind with him offers great insight as to what’s top of mind with his very broad range of his customers – I’ve already book marked the site and recommend you add it to your “read” list as well.

Network World’s Layer 8 blog did a story on the first pitch of the New York Yankees home season being out of this world. As you may recall, Nick Adamo, our SVP of Service Provider Operations, is a huge Yankee fan, so here’s to hoping that such a frontier-breaking start to the season (not to mention a visit by Pope Benedict to Yankee Stadium) will help the team this year because if Nick isn’t happy…

Lastly, check out this blog – it’s not about technology or even about service providers. But the fact that the Wall Street Journal has an entire blog on one of the biggest, best, cutting edge music festivals from the live music capital of the world, Austin (which, as a citizen, I am proud to say is the coolest city in the country and the heart of the Great State of Texas), well, that just makes the go-to-business publication all the more hip and in touch with its readers (especially this one).

So where does this leave the provider? Cable and IPTV providers rely on such television advertisements for revenue. Broadband providers deliver such YouTube videos but have no way to monetize the delivery of them beyond basic subscription fees.

The answer? It can be varied and is something that is sure to get quite a bit of commentary from those in the industry (In fact, it was the topic of a great conversation I had last week with Phil Marshall from the Yankee Group who has both great ideas and a cool accent…) In my personal opinion, the answer is to break down the silos that exist between broadband and television, between Web 2.0 and traditional vehicles, between social media and paid placement, between professionally produced and user-generated content. There is still quite a way to go before such silo-breaking can occur, both in terms of deployment, technology, and regulatory environments. However, like the efforts of the current campaigns, the resulting visual networking experience for the audience would be even more personalized and impactful. And for the provider? It will be a way to gain both more relevance with the customer and more avenues to drive revenue and deliver more value in the process.

Service Providers are familiar with SONET rings and they expect Ethernet based rings in Carrier Ethernet networks to perform similarly. However, Ethernet rings are expected to behave like Ethernet networks with oversubscription, redundant access, node protection, link aggregation and so on. Thus, Ethernet ring requirements can be more complicated than SONET ring requirements.

Do we have to mandate a ring topology in Carrier Ethernet networks?

It will be very attractive if a protocol can support both ring and mesh topologies in Carrier Ethernet networks.

Essentially, with an Application Aware service, businesses identify their applications as critical, important and best-effort, classifications that align to the business goal for application availability. Creating an Application Aware service requires that dynamic QoS be deployed in the carriers IP NGN, along with, the ability to tune the QoS mechanisms as required. Customer satisfaction hinges on the carriers ability to successfully deliver application aware SLAs. This is an excellent opportunity for MSP’s, as, new applications are demanding new levels of QoS on the networks.

MSPs need to respond by enabling businesses to identify what applications are actually running on their networks, help identify application foot-print (behavior, network requirements including QoS, user interactions and such) and then, abstract the complexity of QoS required for applications.

Additionally, self-provisioning brings forward the dynamic QoS aspect and for that, IP NGNs would need to have Application Awareness throughout the network and not just in closed-loop systems. Application aware IP NGNs need to monitor and report application behavior at CPE, PE or infrastructure level. For this, we need embedded technologies (IOS NetFlow, IPSLA, FPM, NBAR, etc.) end-to-end on the IP NGN.

When businesses require application awareness, abstraction of QoS and dynamic tuning via self-provisioing, end-to-end embedded technologies on the IP NGN will help MSPs respond appropriately and help make their customers successful in their business objectives.

Therefore, the direction for the Application Aware Services would be for the Service Providers to:

1. Create capabilities to identify applications running on their customers’ Networks.
2. Understand or qualify applications into critical, important or best effort categories.
3. Develop ability to abstract QoS deployment, as well as, change QoS on the fly (Dynamic QOS)
4. Enable customers to log on to their service portals to effortlessly change their service requirements as per their changing business demands.

These would help applications resonate directly to the businesses charter and, reduce technical complexities when it comes to delivering a seamless application experience.