Cisco Switching

Positioning
Renzo Revilla Iglesias
Partner Systems Engineer
[email protected]

1
 • COMPETITIVE
Networking News

• POSITIONING
Cisco Value Proposition
Architecture Positioning

Q&A

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
COMPETITIVE:
Market Overview

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Let’s check the facts!

• Cisco has more than twice the port share of our two nearest competitors

Total (Fixed + Modular) Managed Port Share

60% 55%
52% 53%
51% 50% 51% 51%
50% 50%
48%
50%

40%

HP
30% JNPR
22% 22% 23% CISCO
21% 21% 20% 20% 21% 20%
20%
20%

10%

1% 1% 1% 1% 1% 2% 2% 2% 2% 2%
0%
1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11
*Source: Dell’Oro Group (Managed Switches only)

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
 ($ Billion)
6
5 5.3
4
3
2.95
2 2.6
1
0.92
0

Revenues ($B) 40 4.1 126 29

Primary Focus Print, PC, Software, Telecom,
Networking Networking
of Innovation Networking, Storage Consumer, Mobile

* For ALL product lines

Source: Latest Annual Reports (for CY or FY 2010)

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
POSITIONING:
Cisco Value Proposition

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
 Gartner Magic Quadrant
Global Enterprise LAN
The Magic Quadrant is copyrighted 2009 by
Gartner, Inc. and is reused with permission.
The Magic Quadrant is a graphical
representation of a marketplace at and for a
specific time period. It depicts Gartner’s
analysis of how certain vendors measure
against criteria for that marketplace, as
defined by Gartner. Gartner does not endorse
any vendor product or service depicted in the
Magic Quadrant, and does not advise
technology users to select only those vendors
placed in the "Leaders” quadrant. The Magic
Quadrant is intended solely as a research
tool, and is not meant to be a specific guide
to action. Gartner disclaims all warranties,
express or implied, with respect to this
research, including any warranties of
merchantability or fitness for a particular
purpose.

This Magic Quadrant graphic was published

by Gartner, Inc. as part of a larger research
note and should be evaluated in the context
of the entire report. The Gartner report is
available upon request from Cisco.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
 Gartner Magic Quadrant
Wireless LAN Infrastructure (Global)
The Magic Quadrant is copyrighted 2009 by
Gartner, Inc. and is reused with permission.
The Magic Quadrant is a graphical
representation of a marketplace at and for a
specific time period. It depicts Gartner’s
analysis of how certain vendors measure
against criteria for that marketplace, as
defined by Gartner. Gartner does not endorse
any vendor product or service depicted in the
Magic Quadrant, and does not advise
technology users to select only those vendors
placed in the "Leaders” quadrant. The Magic
Quadrant is intended solely as a research
tool, and is not meant to be a specific guide
to action. Gartner disclaims all warranties,
express or implied, with respect to this
research, including any warranties of
merchantability or fitness for a particular
purpose.

This Magic Quadrant graphic was published

by Gartner, Inc. as part of a larger research
note and should be evaluated in the context
of the entire report. The Gartner report is
available upon request from Cisco.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
 Gartner Magic Quadrant
Netwok Access Control (Global)
The Magic Quadrant is copyrighted 2009 by
Gartner, Inc. and is reused with permission.
The Magic Quadrant is a graphical
representation of a marketplace at and for a
specific time period. It depicts Gartner’s
analysis of how certain vendors measure
against criteria for that marketplace, as
defined by Gartner. Gartner does not endorse
any vendor product or service depicted in the
Magic Quadrant, and does not advise
technology users to select only those vendors
placed in the "Leaders” quadrant. The Magic
Quadrant is intended solely as a research
tool, and is not meant to be a specific guide
to action. Gartner disclaims all warranties,
express or implied, with respect to this
research, including any warranties of
merchantability or fitness for a particular
purpose.

This Magic Quadrant graphic was published

by Gartner, Inc. as part of a larger research
note and should be evaluated in the context
of the entire report. The Gartner report is
available upon request from Cisco.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Architecture Positioning
 Architecture for Agile Delivery of the Borderless Experience

BORDERLESS
END-POINT/
USER SERVICES Securely, Reliably, Seamlessly: AnyConnect
POLICY BORDERLESS Energy App Multimedia
NETWORK Mobility: Security:
Management: Performance: Optimization:
Motion TrustSec
SERVICES EnergyWise App Velocity Medianet
MANAGEMENT
BORDERLESS Unified Core Extended Extended
NETWORK Access Fabric Edge Cloud
APIs SYSTEMS

BORDERLESS Application
INFRASTRUCTURE Wireless Routing Switching Networking/ Security
Optimization

SMART PROFESSIONAL AND TECHNICAL SERVICES:

Realize the Value of Borderless Networks Faster
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
 Catalyst Cisco Industrial
Catalyst
Catalyst 4500E Catalyst 2960-S Compact Edge Automati
3750-X 3560-X 300*
Switches on

Great for secure, Open, Lower TCO, Purpose-Built for

Industry-leading Industry-leading Competitive feature set manageable All-in-One Access for Industrial
modular access fixed switching at compelling prices ports ‘at the end of
Connected Rooms Applications
the wire’

Right Size All-in-One Ruggedized

Innovative Services, Solid Baseline Without Access For for Industrial
Lower TCO Switching Compromise Connected Applications
Rooms

Traditional
Next-Generation Workspace Outside the Wiring Closet
Workspace

Any Device HD Video VDI Data Voice Oil and Gas Retail Manufacturing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
 Traditional Workspace Next Generation Workspace

Data Voice Any Device HD Video VDI

Catalyst 3K-X Catalyst 4K

PoE
Security Video Leadership HA
Catalyst 2960-S
• Competitive Operational Advantages
feature set at
compelling prices Lower TCO
• Reduced TCO with
Smart Operations
ENABLING THE BORDERLESS EXPERIENCE

Benefits
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
13
Deliver End-to-End Security

• Authorized Access
Challenges • Regulatory Compliance
• Network Protection and Monitoring

• Discover and profile end devices with IOS Sensor ( w/ ISE )

Unique • Identity-based access control with no impact using Monitor Mode

Cisco Benefits
• Link layer encryption with policy enforcement via MACsec

• Network visibility to security vulnerabilities with Flexible NetFlow

Unified Management and Policy

with Identity Services Engine (ISE)
(ACS + NAC)
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
 In-Depth Security Solutions that Scale

HELP Productivity Loss

DESK User Downtime
CORPORATE RESOURCES

802.1x MAC Address

FAILURE 00:18:F8:46:53:D7 Si Si

Si Si

! ! POLICY

DENIED

The Challenge Typical Deployment Scenario

User authentication failure User contacts Troubleshooting
Implement Identity-based Implement problem results in
policy due to policy help desk for
Access Control mis-match; connection assistance loss of
denied productivity

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
 In-Depth Security Solutions that Scale
REPORT ANALYSIS
ISE

802.1x MAC Address

CONNECTED
FAILURE 00:18:F8:46:60:D7
00:18:F8:46:53:D7
CORPORATE RESOURCES

ALLOW

ALLOW Si Si

! !
ALLOW Si Si

POLICY

ALLOWED

The Solution Deployment Scenario—Cisco Access Switch

Discovery—Allows Fine Tune—View failed Add Authorization—
Implement in Monitor Mode connection regardless reports on ACS or ISE; Block unauthorized
of policy mismatch; troubleshoot and resolve access; add policy for
Implement policy collects failure reports issues; ensure future restricted resources
authorization
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
In-Depth Security Solutions that Scale

P2 P3

P5
P4 P6
? SIGNATURE

P1 Access
Switch Point

The Challenge Typical Deployment Scenario

Multitude of Need to have Need assurance
Policy and Signature for devices on the policy control that a device
Mobility network, wired for each device conforms with
and wireless type signature
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
In-Depth Security Solutions that Scale
DEVICE CLASSIFICATION
Profiling for both wired and wireless
devices
ISE

POLICY

PRINTER Video Phone

Printer Policy
Video Phone Policy
[place on VLAN X] CDP CDP [restricted access]
LLDP LLDP
DHCP DHCP
MAC MAC

The Solution Deployment Scenario with Cisco IOS Sensor

Device Profiling Collection— Classification—ISE Authorization
+ IOS Sensor Switch collects classifies device, collects —ISE
device related “netflow” information and executes
data and sends provides device usage existing policy
report to ISE report
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
 Cisco Provides

Full Netflow in the wiring closet

• Dedicated Hardware for Full Line Rate Netflow • Zero-impact on
productivity when
• Tracks all Flows, and doesn’t only sample packets
turning on 802.1X
• Security Anomaly Detection
• Complete visibility and
• Low cost of Netflow adoption- one service module per stack
control of network
In-Depth Security Solutions that Scale
• Monitor Mode for smooth 802.1X deployments
• Integrated Switch Sensor & ISE for device profiling
• MACSec on both downlinks and uplinks

Competition has a broken sFlow is deficient • Almost good enough

security story security solution
• Blind-spots in the network
Cannot encrypt traffic in HW* Based on packet sampling
Potential productivity loss when Software-based
deploying 802.1X
No switch sensor or ISE-like
component
© 2011 Cisco and/or its affiliates. All rights reserved.
* See notes Cisco Confidential 19
IPv6 Is a Reality (Nearly Every Enterprise Will Deploy IPv6 Within the Next 5 Years)

IPv4 Address Run-Out National IPv6 Strategies

US DoD, China NGI, EU

IPv6

IPv6 OS, Content & Applications Infrastructure Evolution

SmartGrid, SmartCities
DOCSIS 3.0, 4G/LTE ,IPSO

• Cisco 2K-S, 3K-X, and 4K platforms are future- • Competitors are not hardware capable of full IPv6
proof to deliver complete IPv6 capabilities • No investment protection = future forklift
• First Hop Security to protect against spoofing, upgrade
man-in-the-middle, and denial-of-service attacks • Restricted deployments & potential security holes –
• IPv6 QoS policies to ensure smooth business Can’t use full IPv6 addressing
operations in congested IPv6 environments • Lacks v6 expertise: Undocumented scalability for
• Line Rate L3 IPv6 routing for high performance dual-stack deployments
networks
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Your Network Is Your Business

• Assessing network readiness

Challenges • Monitoring and troubleshooting
• Ensuring quality of user experience (QoE)

• Calibrate and assess the network with Built-In Traffic Simulator

Unique Cisco • Simplify hop-by-hop troubleshooting with Mediatrace

Benefits
• Improve network visibility with Flexible Netflow

• Differentiate traffic flows with Medianet Services Proxy

Enabled via Cisco Prime with Workflows to

Deploy, Monitor, and Troubleshoot Video

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Deploy Video with Confidence

Si Si

MPLS
Si Si

Onsite
IT

The Challenge Typical Deployment Scenario—Traditional Switch

Network Readiness Need to purchase IT employee Time
extra traffic must travel consuming
generation to set up to implement
appliances appliances and control
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Deploy Video with Confidence

Si Si

MPLS
Si Si

Remote
IT
PRIME Scheduler

The Solution Deployment Scenario—Cisco 3K Series Switch

Traffic simulator built IT can monitor Includes a scheduler
Network Readiness into switch; no extra to run periodic test
and test
appliance needed remotely over extended
durations
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
 Deploy Video with Confidence
IT

IT
Si Si
? ? MPLS
Si Si

? IT ? ? ?

IT IT IT IT

The Challenge Typical Deployment Scenario

Manual troubleshooting Hop by hop Huge time
Automated Monitoring and at location and device; logging into consumption to
Troubleshooting and manual simulation each point of troubleshoot and
contact needed simulate
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
Deploy Video with Confidence
IT

IT
Si
?
Si
? MPLS
Si Si

? IT ? ? ?

IT
AUTO TRACE
IT IT IT
Diagnostics
Log Files

PRIME

The Solution Typical Deployment Scenario—Saving with Mediatrace

Mediatrace Hop by hop statistics Time and
Automated Monitoring and automatically collected to find the resource savings
Troubleshooting traces the problem node; enabled
mediapath remotely
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
Because the Business Depends on It

• Ensure non-stop communications and access to network

Challenges resources
• Minimize planned and unplanned downtime

Catalyst 4K
• Upgrade software without disruption with In Service Software Upgrades
Unique Cisco • Support chassis-level stateful failover with VSS—(Q3 CY2012)
Benefits
Catalyst 3K-X
• Upgrade software with minimal disruption with Rolling Stack Upgrades

• Maximize power availability and flexibility with StackPower

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
 StackWise Plus vs. FlexStack
Ease of Operations
• Catalyst 3750-X StackWise Plus
High performance – 64G stacking
Non Stop, Self Healing – seamless recovery
Unified management, control & data plane
Bandwidth optimization – dynamic ring load
balancing
Traffic prioritization – Built in QoS
Up to nine switches in a stack

• Catalyst 2960-S FlexStack

Module with two wire-speed 10G ports
Unified management, control & data plane
Up to four switches in a stack

When Network
the You Have

KNOWS MORE OPTIONS

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
 Console, 10/100 port, and USB type A

Redundant, Dual PS, either

Stackwise Plus FRU Dual StackPower
AC/AC, AC/DC, AC, or DC
Redundant Fans Cables
4 Switches combinations
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
31
 Cisco’s High-Availability Advantage
As network video traffic
• Most resilient stacking and fastest convergence: no dropped increases, QoS is a must
calls, even in case of stack member failure
• No garbled voice
• StackPower: unbeatable power resiliency • No patchy video
• Redundant, hot-swappable power supplies and fans: simply • No application stall
replace these parts vs. the whole switch

Cisco QoS Prioritizes Business Critical Traffic

• Cross stack QoS ensures no head-of-line blocking
• Auto QoS ensures business communications are ALWAYS
prioritized

Competitors QoS are Expect Costly Downtime • Lost point-of-sale

Deficient transactions
Can’t protect business critical • No hot-swappable power
traffic supplies and fans
• Dropped voice calls
and video streams
• No Cross Stack QoS • No StackPower
• No auto QoS capabilities
• Dual PS on all L3 platforms
(available on EX4200)
© 2011 Cisco and/or its affiliates. All rights reserved. • Cisco Confidential 32
Lower Operational Expense for End Points

• Quickly rollout new devices

• Reduce high installation costs and deployment time
Challenges

Catalyst 4K
• Support next generation PoE devices at 60W per port using
Unique Cisco Universal PoE
Benefits
Catalyst 3K-X
• The highest PoE and PoE+ density solutions in the industry—
Full PoE and PoE+

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
 Competitors Switches Lacks Cisco

Full PoE support in 1RU

• Eliminates the need for costly rewiring
• Some competitive fixed switches can • Provides centralized power management
support full PoE (48 ports at 15.4W) in for these devices
1RU • Supports next-gen devices: VDI, IP video
Competitors have limited support for PoE+ surveillance, multiple radio wireless,
access points, video-enabled IP phones

Drive full PoE/PoE+ to RFP

• Refresh network more frequently

• Inefficient use of space
• Reduced productivity (can’t support
certain devices)

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
 Consumer Handheld
Communications Devices
Lighting IT Equipment 6.1% 0.5%
11% 25% Wireless
Transportatio Buildings Infrastructure PCs, Laptops
n 25% 7.3% & Monitors
25% 31.5%
Wired
Telecom
11.1%
Total Energy Enterprise IT
Consumption Buildings Other 6% Equipment
Enterprise/SM
B
Comm. 13.3%

Heating, Cooling, Servers 16.2%

and Ventilation Printers 14.5%
Manufacturing 58%
50%

Cost Savings Sustainability Mandates

• Rising energy costs • Regulatory compliance

• IT device proliferation • Government mandates
• Video applications • Company requirements

Source: BOMA 2006, EIA 2006, AIA 2006

Source: UK Energy Efficiency Best Practice Program; Energy Consumption Guide 19: Energy Use in Offices
Source: Gartner Dataquest, Forecast of IT Hardware Energy Consumption, Worldwide, 2005-2012.

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
 Cisco EnergyWise EnergyWise Capable EnergyWise
Devices incapable Devices

Management  IP Phones  Older IP Phones

Application  PCs  PCs running Overlay
 PDUs  Other PoE devices

Distribution Network Requirements

Switch Si Si

 Catalyst 2000 / 3000 Switch – 12.2(58)SE2 and

above
 Catalyst 4000 Switch – 12.2(54)SG and
Access above
Switch  Catalyst 6000 Switch – 12.2(33)SXJ and above

Management Applications

 LMS 4.0 and beyond (4.2 for PDUs)

 Verdiem Surveyor 6.0
 Joulex Energy Manager 2.7
EnergyWise EnergyWise
 Cloud Systems (only for phones)
enabled Devices Incapable devices

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
 Across 5,000 Employees Working 9 Hours a Day, 5 Days a Week…

Annual Energy Cost by Device EW Annual Savings EW Annual Savings

PCs: Desktop $95 10–35% $50,000 – 175,000

Laptop $35 10–15% $20,000 – 30,000

PC Monitors $30 10–15% $15,000 – 25,000

APs using POE $10 40–65% $20,000 – 35,000

IP Phones $5 30–50% $10,000 – 15,000

Saves up to $65 per Switch Port** Up to 30%

Savings
*Estimates 65% desktops, 35% laptops, 1 AP for every 20 employees, everyone has an IP Phone in IT!
Results vary based on what, if any, energy management solution is previously in place; Assumes $0.12 per kWh (kilowatt-hour).
** Assumes ROI across 5 years; modeled on a 250 employee campus
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
 Power-Efficient Hardware on EnergyWise: Enterprise-Wide
The Catalyst Platforms Energy Management Solution
175
150 +40% MORE!
125
100
75
50
25
0

2960-S Comp A 3750-X Comp B

Up to $6-per-port Savings Up to $65-per-port Savings

Over 5 Years* Over 5 Years**

Total Energy Savings up to $70-per-port Over 5 Years*

* See notes
**Use as reference: EnergyWise Business Value Calculator. Savings may vary.

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
40
Intelligence—Health Assessment, Best Practice
ISR or 3K (“Director”)

Access
Switches

Smart Install Auto Smart Ports Smart Call Home

Zero Touch Deployments Plug and Play for End Devices Quickly Identify and
and Maintenance Resolve Network Issues

New Switch is Connected New Device Attached Anomaly Detected

Software image downloaded; Port Configuration: Applied Proactive diagnostics
Configuration automatically QoS Policy: Enforced Alert created in real-time
applied Security Policy: Enforced Web-based reports
Routed to correct TAC team
Remediation initiated

Cost Savings: $15,000 (or 230 Hours) per 100 Switches*

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
 Trustsec PoE Leadership
• MacSec • UpoE
• Flexible Netflow • PoE+
• IOS Sensor
• Monitor Mode • EnergyWise
• Smart ports,
Video • Auto QoS
• Medianet • Smartinstall
• Mediatrace • Smart Call Home
• QoE • IPV6 Support

High Availability
• Stackwise Plus
• Flexstack
• Stackpower

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
 Su red cuenta con politicas de Acceso para todos los usuarios y
dispositivos?

Su red cuenta con alguna solucion de identidad de usuario escalable ?

Su red esta preparada para ofrecer una experiencia en Colaboracion y video en tiempo real?

Esta usando su red para reducir costos de energia?

Esta su red preparada para el cumplimiento de requerimientos actuales y futuros?

Su red esta preparda para ofrecer PoE para la nueva generacion de dispositivos?

Cuanto personal y tiempo le dedican a gestionar la red?

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
Q&A