GA Tech Summit 2010

Our
Changing

MY
World

OBSERVATIONS
And How To LEVERAGE
Technology !

Carlos Dominguez
Cisco Systems
Senior Vice President
Ofﬁce of the Chairman and CEO

Wednesday, April 21, 2010

18 Years at Cisco
Presentation Topics
Currently in the Office of CEO and
Chairman of the Board - John
Chambers
Focus Areas:
Innovation and Collaboration
Future of Work
Social Media
Change Management /
Leadership
Gaming / Virtual World
Nowist

Background Information
14184_11_2007 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential
2


“Nowist”
Someone Who Embraces Change,
Understands What Is Available,
Experiments With It,
Learns From the Experiments & Leverages
It For A Competitive Advantage

Carlos Dominguez
Cisco Systems
Senior Vice President
Background
Ofﬁce of the Chairman and CEO
Information

Fact
Technology Changes
Happening FAST.........


Ice Harvesting
from lakes

1850s
Ice Industry

Ice factories on
a mass scale

1850s 1900
Ice Industry

Home
Refrigeration

1850s 1900 1927
Ice Industry

Market Leaders Never Transitioned
To Next Technology

Ice Harvesting Ice factories on Home
from lakes a mass scale Refrigeration

1850s 1900 1927


What Is the Average Lifespan of a
Fortune 500 Company?
A.25 Years
B.40 Years
C.60 Years
D.75 Years
E.100 Years

98% of American companies disappear within 11 years

The average lifespan of a company in Japan & Europe is 12
years*

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
*The Living Company, de Geus, 1997 9

Competitive advantage is increasingly based
on an organization’s ability to change

 Of original Forbes 100 in 1917
 - How many ceased to exist by 1987 ?

 61 companies
 Of remaining 39, only 18 stayed in top 100

and their return was 20% less than overall
market (1917 & 1987)

 Of companies in original S&P 500 in 1957
Only 74 remained in 1997
Of these only 12 outperformed S&P 500 in 1957-1998

period

Beer 2002

Change

“It is not the strongest of the species that survives,
nor the most intelligent, but the one that is most
responsive to change”
- Charles Darwin

11


Life Lessons
Develop an Attitude For Personal
Lifelong Change - Embrace It!
Develop A Culture That Is Accepting
Of Change and Rewards Those That
Do.


Technology Has
AProfound

Impact
On Business
13


2010:
The Year of the Tablet PC


Alert:Prediction
Profound Effect On How We Use
Computers

Change How We Interact With
Information

Create A New Genre Of Business
Models


VIDEO App
is the Killer


By 2014
90% of all consumer internet traffic
and HALF of all mobile traffic will be

VIDEO
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Source: Cisco VNI


Deﬁning Video

Any Content, Anytime, Anywhere On Any Device

HDTV Mobile PC Tablet

PERSONAL

Video User
Applications Generated

Non-Realtime

Personal Video (User Generated)

‣ Non-Realtime Video
‣ Record - Upload
‣ Easy to Use Device, Capture & Share
‣ Share with Family & Friends
‣ Secure (Invitation)
‣ Public (Youtube)
‣ 4 M+ Flip Cameras Sold
‣ Talent, Ideas, Fame


Personal Video

‣ Portal for Talent & Ideas
‣ Vast Amount of Content
‣ Educational Portal
‣ Languages
‣ Dance
‣ Math
‣ Entertainment


Khan Academy
Online Video Education for Everyone

Founder Salman Khan (former Investment Banker)
Started out by helping his niece with math

900+ videos on YouTube covering basic arithmetic to chemistry

All courses are free
Accessed on demand at a student’s own pace


The Search for Gollum
Unofficial Prequel to Lord of the Rings

✦ 40 minute independent film
✦ Non commercial production by volunteer film
maker and Tolkien fans
✦ Produced solely for viewing over the web
✦ 3 M+ Viewers
✦ Inexpensive


The Top 3 Most Watched Web Series
January 2010
Rank Title True Reach View Count Sample

1 Fred 2,471,955

2 Happy Tree Friends 17,697,316

3 Deca TV 13,151,356

‣ Teenager from Nebraska plays
American Idol ﬁctional Fred Figglehorn
9th season premiere in a weekly YouTube series
30 million viewers
Lost ‣ The “Fred” channel launches
6th season premiere in 2005
12 million viewers
‣ First YouTube channel to hit
1 million subscribers
‣ Some of his video’s have 7M+ views

Personal Video (User Generated)


Cisco Show And Share
Social Video System and Content Management
Democratization of video communication and collaboration through the ability to
create, publish, search, edit, and manage video as easily as text

PC or Mac Edit recorded
Compatible videos

Cameras: Flip, Edit uploaded
iPhone, embedded flash files

Crop and delete Split and add
segments transitions

Add and edit One click publish
chapters to share

General & timeline Transcript display
commenting & search

Subscribe to Integration with
topics of interest 3rd party apps

Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30

Deﬁning Video

Any Content, Anytime, Anywhere On Any Device

HDTV Mobile PC Tablet

PERSONAL BRANDED COMMUNICATIONS

Video
Applications

Non-Realtime Realtime

Work: Cisco TelePresence
Transforming the Way Business Gets Done

“You forget there’s any technology going on between
you and the people you’re meeting with.” - Gartner

“The Best of 2006” “This is a dream come true.”
- BusinessWeek


December Company Meeting:

Entirely Virtual 6 locations:

‣ Canada, Israel, United
Kingdom, North Carolina, Texas
and live in San Jose, CA

‣ 11,000+ watching

Virtual Company Meetings 33


Virtual Presenter

14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35

Cisco TelePresene
Launched in October 2006

712 units deployed
150 cities
5,000 weekly meetings
350,000+ Meetings to date
Used 67% or 6-7 hours of a 10-hour day

Saved $260M in travel costs

Run it all with 8 people

550 customers worldwide

30 Rock

14184_11_2007 © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37

Video
Applications
CONSUMER COMMUNICATIONS


In 5 years our primary mode
of communications will be
via video.

Business Travel will be 50 -
75% Less

User Generated Video Will
be Common in Business

Video will enable more
collaboration and
innovation.

My Prediction
40


How Many
Block Facebook
On Corporate
Intranet?


Twitter like technology will
be how we predominantly
receive news in the future.

Prediction
43


home proﬁle ﬁnd people settings help sign out

What are you doing? 140

Latest: Great Site with accurate update Swine Flu: Sunday, 4-26 |
update carlosdominguez
7:00 PM Press conference; WHO pandemic ale... about 14 hours ago
28 2143 30
following followers updates

Stock Twits
n. an investment idea and
information service.

44


Name: carlosdominguez
Location: New York

carlosdominguez Web: http://www.cisco.com
Bio SVP @ Cisco - Office of CEO
and Chairman, Love to track how
tech is used in innovative ways.
Follow 20 2132
following followers

Great News...Obama promises major investment in science
http://usat.me/?24889424
11 minutes ago from TwitterFon
Pope Benedict XVI names 5 new saints sorry...i’m not one of them
14 minutes ago from TwitterFon

Technology is deconstructing this industry...Newspaper circulation decline picks up speed
2 hours ago from TwitterFon

Apple and Verizon consider iphone deal, http://usat.me/?34883118
about 2 hours ago from TwitterFon

73 cases of swine fle confired: 100s more feared. http://www.cnn.com/2009/hea...
about 3 hours ago from TwitterFon

Interesting find. ‘Pickled’ baby mammoth opens window to Ice Age http://usat.me/?34822226
7:12PM Apr 21st from TwitterFon 45


Chambers RSA Search Advanced Search

47


Chambers RSA Search Advanced Search

48


“Swine Flu” OR Flu Search Advanced Search

49

Establish Guidelines

To prevent information leaks and other liabilities, companies are drafting
guidelines for social media interaction.


PR IR Corporate

HR

Finance Who Owns
Social Media? Sales

Customer Product
Service Development

“ This is the most astonishing
technology story of our time”
“This is the most astonishing
technology story of our time.”
Joel Selanikio, “The invisible computer revolution”, BBC, 2008

© 2008 Cisco Systems, Inc. All rights reserved. 1


Bekowe Skhakhane
owns a mobile phone
even though she has
no electricity at her
home.

Source: The New York Times, Photo by: Jeffery Barbee



She buys time on a neighbor’s car
battery to charge her cell phone.

Image courtesy of: kiwanja.net



Mobile Internet users will outnumber
home Internet users by 2010

1.8 rs
U se
n et
Inter
ile
M ob
ernet Users
Billions

0.9 Home Int

0.0
2006 2007 2008 2009 2010 2011 2012
Source: IDC, 2008



The Explosion of Global Mobile Data Trafﬁc
Source: Cisco Visual Networking Index 2009

The mobile data trafﬁc footprint of a single mobile subscriber in 2015
could be 450 times what it was in 2005.

In addition to sheer volume, mobile operators will need to implement
intelligent networking technologies to support the diversity and quality
requirements of advanced, next-generation mobile applications


Wisdom of Crowds
The Wikipedia Revolution:
How a Bunch of Nobodies Created the World’s
Greatest Encyclopedia
by Andrew Lih

Launched in January 2001
In less than a decade, Wikipedia has become the world’s most
popular encyclopedia, expanding from the ﬁrst test post on the
site with the text “Hello World” ...
... to more than 10 million articles in 250 languages today.

Encyclopedia Britannica is now allowing people to contribute to
entries, with a formal process for professional oversight.


TYPES The Contribution Revolution
Letting Volunteers Build Your Business

Opinions & Ratings: Zagats
Expertise: Wikipedia
Software Code: Firefox & Linux
Creative Expression: You Tube, Flickr
Social Connections: Facebook, MySpace
Specialized Connections: Massify (Film)
Design & Development: Threadless, Ryz
Capital Resource: Skype
Goods: eBay


Companies Born Into Change - “Crowdsourcing”

The Customer is the Company
Product innovations come from the people who use the product

“Crowdsourcing“…a focus group on
a grand scale

59

Companies Born Into Change - “Crowdsourcing”

The Customer is the Company
Product innovations come from the people who use the product
Winner gets $1,000 plus $1 for
every pair sold THE HUMAN
NETWORK SHOE
BY CARLOS DOMINGUEZ

Hopes for $40M in revenue
by 2012

“Crowdsourcing“…a focus group on
a grand scale

60

Internal Venture Framework

Find Graduate

Filter Accelerate
Incubate
Initiate
Ideas Eliminate
Business Unit
Formed

“The absolute best-in-class implementation of innovation
is what Cisco is doing with its emerging technologies
group.”
Forbes Magazine, Oct 23rd 2006
Geoffrey Moore
Managing Director, TCG Advisors


Cisco ET Internal Venture Results

Find
Graduate
Filter & Accelerate
Shape Incubate Initiate
Emerging
Eliminate
Ideas Technology
Formed

Consumer
TelePresence TelePresence

TelePresence
Exchange

Smart Grid Physical
Security
Enterprise
Web 2.0
Digital Media
Systems

Converged
Buildings Media
Processing

Carlos Dominguez
carlosd@cisco.com
http://twitter.com/carlosdominguez
Facebook: carlosdominguez


Are You a Nowist?

‣ Embracing Change
‣ Search For New Technology
‣ Experiment
‣ Learn
‣ Leverage


GA Tech Summit 2010

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