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Humanizing Cisco’s Recent Network Convergence System

Trying to tell a story with a very technical product is challenging for many B2B brands. Many struggle to get their message across in a succinct and efficient way, but most of all, many of these brands struggle with creativity. Creativity is an essential component of effective marketing, and creativity was definitely the route Cisco took. We took a chance and actually humanized our network fabric family, the Network Convergence System (NCS).  By incorporating user-owned videos with humorous scenarios, leveraging popular Vine celebrities, and making the NCS’ benefits visual, we were able to thoroughly tell its story and make it relatable to everyone – not just the technical crowd.

The campaign was all encompassing of all things social. The integrative campaign (official hashtag #SystemForIoE) used Twitter, Facebook, Google+, Vine, community, blogs, Storify and SlideShare. If there was an audience that needed to be reached, Cisco was going to reach them.

Combining humor with technology

The NCS was designed to meet the demands of the Internet of Everything (IoE), Cisco’s flagship campaign defined as connecting people, processes, data and things. We needed to find a creative way to showcase the campaign’s key messages that made sense to the global audience as they were targeting many regions, including Latin America, Middle East, Europe, Asia-Pac and the United States. After sifting through a few dozen ideas and thousands of different humorous clips from around the world, we decided on the top three clips that resonated best with all the different countries. This is one of Read More »

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Cisco Network Convergence System: The Foundation for the New Internet

Cisco innovations have driven the Internet far beyond its original purpose to a network that can handle voice, video, cloud, and mobile services. Now we’re seeing a new Internet on the horizon – the Internet of Everything. In fact by 2017 IP traffic is estimated to grow to 1.4 zettabytes as more programmable devices such as smart phones, tablets, and sensor or machine-driven traffic rapidly come on line. Consider this – just this week there will be more than 26 million new programmable devices added to the Internet or twice the entire population of Mumbai.

This means that managing bandwidth growth isn’t enough anymore. The network must evolve to a multidimensional network, scaling to effectively manage machine-driven events, support ultra, high-definition video applications, and enable new custom-made services. It must also scale up and down with elasticity and be highly programmable, while integrating seamlessly with today’s network, data centers, and applications.

It’s a tall order, but we’re ready today with the announcement of the only such system on the planet. We call it the Network Convergence System—or Read More »

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How the World’s Most Advanced Network Processor is Making the Internet of Everything Possible

Over the last 30 years the Internet has transformed multiple times. Most of us take it for granted these days. We expect to watch videos on Netflix, run our meetings over WebEx, talk to our friends across the globe on Skype, and have access whether we’re at work, home, or on the go. But we forget that the Internet wasn’t originally built for this – it’s been barely 20 years since email, the World Wide Web, and always-on network access have become realities. The changes have occurred at a dizzying pace.

In the beginning the only way to handle the work of the Internet – routing and forwarding packets – was by using general-purpose computer chips. This didn’t last long as the explosive growth in network bandwidth drove Cisco and other infrastructure providers to use more customized silicon. Indeed, Cisco’s market success was driven in large part by our ability to offer industry-leading solutions with the best combination of price, performance, and capabilities. This in turn was fueled by Cisco’s use of internally developed network silicon using advanced ASIC development models ahead of competitors who continued to rely on general purpose CPUs or FPGAs to power their products.

Now the Internet is on Read More »

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