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INTERNET MARKETING MANAGER 2012



            Shape Your Business For the Future:
            Powering Transformation With Internet



          Phan Thanh Son
          CTO, Business & Partner Development
          Cisco Vietnam
              sonphan70
              sonphan1970
              cun2000vn



Internet Marketing Manager 2012
Our World is Changing…
          Market Transitions Wait for No One
            Economic Recovery…      Speed, Scale, Flexibility, Replication
                GDP Growth
                                                 Global Competition

   Businesses Networked IT                            Natural Disasters
       as Differentiator
                                                            New Threats…
                                                               Evolving Everyday
 Safety & Security
                             Innovation
                                                           Public Sector Spending
  Technology & Business
       Architecture
                                                        Emerging Markets

              Social Networking
                                                  Broadband

                                  Productivity
Information Economy                                      Networked Economy
Innovation:
Transforming the way business creates
• Innovation—defined here as the application of
  knowledge in a novel way, primarily for economic
  benefit—is becoming increasingly important for firms
  and governments. Business leaders value it as a
  competitive advantage. And government policymakers
  recognize that their economies will only prosper in an
  innovative environment.
• Innovation defined: Innovations have two main
  characteristics. First, innovations break the mould by
  applying knowledge in some novel way. Second,
  innovations are the result of a chain of events that
  starts with an original idea, invention or discovery, and
  then proceeds
Broad Universe of Innovation Types
Different Types Get Traction at Different Points
 Customer
 Intimacy           Line Extension       Enhancement        Marketing           Experiential
                    Innovation           Innovation         Innovation          Innovation
 Zone                                                                                                        Value
             Platform                                                                                        Renewal
             Innovation                                                                                      Zone
                                                                              Organic
                                                                              Renewal
   Product
   Innovation                                                                                  Acquisition
                                                                                               Renewal
Product                                       Renewal Innovation
Leadership                                                                                                   Harvest
Zone                                                                                                         & Exit




        Technology Adoption Life Cycle

  Disruptive          Application    Value Engineering    Integration    Process               Value Migration
  Innovation          Innovation     Innovation           Innovation     Innovation            Innovation

                                           Operational Excellence Zone
 Geoffrey Moore
                                                                                          Dealing with Darwin
 Managing Partner                               How Great Companies innovate at Every Phase of Their Evolution
Global Flow of Information




           5 Exabytes                      21 Exabytes            56 Exabytes
           per month                        per month              per month
      1.4 Billion DVDs                    4.8 Billion DVDs       12.8 Billion DVDs
   crossing the network                 crossing the network   crossing the network

            2007                             2010                   2013
Source: Cisco Visual Networking Index
Growth of Connected Devices

          Total 500 Million              Total 35Trillion
                                         Total 1 Billion    Total 50 Billion




         1/10th of a Device per          140 Devices per
                                          5 Devices per      7 Devices per
            Person on Earth              Person on Earth    Person on Earth


                 2007                      2010
                                           2020               2013
Source: Forrester Research, Cisco IBSG
Transitioning to a Post-PC World
New choices at every layer of the Traditional Stack


            PC World                                  Post-PC World

Applications




Client OS



Server
Architecture



Devices
Video Will Dominate the Information Flow

          Global Consumer Internet Traffic (Annual)    486 Exabytes
          Video Traffic




                                        180 Exabytes

                                                             of all
                                                             Consumer
                                                             Internet
                                                             Traffic will be
       36 Exabytes                                           Video
                                                             in 2013


                 2007                        2010           2013
Source: Cisco Visual Networking Index
Video Enables New Ways to Communicate
  People Remember…




20%                               30%                                      70%
… of What They Hear               … of What They See                       … of What They See
                                                                           and Hear
  Importance of Visual Content/Materials
  •   30% of brain’s cortex devoted to vision, 8% for touch
      and 3% for hearing
  •   More than 60% of communication is non-verbal
  Sources: Human Productivity Lab 2006 Pearn Kandola; The Psychology of Effective Business Communications
  in Geographically Dispersed Teams 2006
Trends in Video
• More people are watching video
• Each person is watching more videos
• People are using multiple devices to watch video
Growth of Software Applications


    Total Mobile Apps                                    iPhone Apps Alone                                   Apps Worldwide

                                                                                                                              *
        3,000                                            250,000                                            1,500,000

            2007                                                   2010                                         2013



Source: Apple, Windows Mobile, Cisco Analysis (
                                                  *   Forecast of 2013 assuming consistent growth trends)
Increase in Malicious Security Threats

                                      New Security Threats




                624,000                       2,600,000      5,700,000
                                                              (projected)

                2007                           2010           2013
Source: Symantec and Cisco Analysis
Mobile Experience Accelerates Globally




      “… Globally, Mobile Data Traffic Up 5000% in 3 from 2009 to 2014.”
            “… Mobile Data Traffic Doubling Every 3 Years.”
              “… Mobile Data to Increase 39 Times Months.”
  Source: Cisco
Ecqn   son phan - short version
FUTURE OF
  WORK
Inter-company   Clusters     Millennials   Mobile
Collaboration   of Experts                 Experience
Ecqn   son phan - short version
Cloud

                                                  Web
                           Client Server


            Minicomputer
Mainframe




 1960          1970            1980        1990         2000       2010
Market Transition
   The Internet of Things (IoT) or Industrial Internet…

                       Phase 1                                 Phase 2                                     Phase 3
                                     Collaboration
                      Business                            Consumer                                        Industrial
               5%


               4%                        The Network as the
                                              Platform                                       Internet of Things
Productivity




                             Video
               3%


               2%                    Virtualization/
                                      Data Center

               1%

               1997        1999         2001           2003          2005             2007       2009         2011        2013
                                          2000+               Social Media                      2010+          Social Engagement
         1990+
      Connectivity                      Inclusion                                            Engagement        Immersive Communication
                                                              Consumerization of IT                            Technologies—
                                                                                                               Video and Mobility
Revolution to Web 2.0
• Web 2.0 refers to the second generation of services available on the World
  Wide Web that enable enhanced online collaboration and information
  sharing. While Web 1.0 was passive, based on browsing and buying pre-
  published pages, Web 2.0 provides an interactive platform for sharing
  information.
• Emerging Medias:
    –   Blogs
    –   Digital Signage
    –   Email Marketing
    –   Mobile Marketing
    –   Online Communities
    –   Podcasts
    –   RSS Feeds
    –   Search Marketing
    –   Television Advancements
    –   Video Game Advertising
    –   Viral Videos
    –   Webinars
    –   Wikis
21st Century Skills:
What Learners Need to Know
                                   Learning
  Life and   21st
                       Core        and        ICT
  Career     Century
                       Subjects    Thinking   Literacy
  Skills     Content
                                   Skills


                 Information Literacy
                 Communication
                 Media Literacy
                 Technology Literacy
                 Social Networking
Shift in The Path to Purchase




Source: Mars advertising, inc; Advertising, Marketing, and Communications
roundtable research; MLC research.
Evolution of the Internet
Growth/
 Value                                                                THE NEXT INTERNET

                                                                    The Network Platform




                                                                 Media                                       Distributed
                                                                            Collaboration
                                                               Experience                   Sustainability    Virtualized
                                                                              Platform
                                                                Platform                                     Architecture



            THE FIRST INTERNET

               IP Network


                                                  Vertically                                                   Vertically
            Data      Messaging      Price/                      Data         Messaging        Price/
                                                 Integrated                                                   Integrated
          Transport   Platform    Performance                  Transport      Platform      Performance
                                                Architecture                                                 Architecture




                      MOBILITY / GLOBAL SCALE / CONTENT IN CONTEXT / RICH INTERACTION
  Time
Evolution of the Internet and
Cisco Strategic Focus
                           The Network Platform


      Cisco
  Strategic
     Focus




      Next      Media
                           Collaboration
                                                            Distributed,
              Experience                   Sustainability    Virtualized
  Internet     Platform
                             Platform
                                                            Architecture
Network Platform:
Foundation for Business-Critical Capabilities
Network Platform:
Enabling New Business Models



Smart Grid   21st Century    Virtual     eRetail   eGovernment    Smart +
              Education     Healthcare                           Connected
                                                                 Communities




 Energy       Education     Healthcare   Retail    Government      Cities
More Demanding Environment
for Business
  Rising
  Expectations
Consumers/Staff want the
same on-demand, authentic
                                             Market Velocity
experiences they are used to in                and Volatility
their personal lives                 New Competitors, New Business
37% of Workers…Use Non-IT              Models, Accelerated Business
Supported Technologies at Work                       Processes, etc.
                                         30% Decrease…in Product
  Innovation                          Development Time-to-Market…
  Everywhere
Innovation can come from                             Financial
ANYone, ANYwhere, and                               Pressures
at ANYtime
                                        New Market expectations are
 >50% of Product Innovation
                                  creating conflicting growth-expense
 Comes from Customers,
 Suppliers and Partners at                   management objectives
 P&G…                                     <2% of 2500 Large Global
                                  Companies…Showed Positive Value
                                                         Growth…
Maximize Shareholder Value by
      Maximizing Company Performance

                                                               Execute upon robust
                                                                    portfolio
                                                  Innovation
                                                                   Deliver upon
                                                    Strategy    architectural plays


                     Operational
                     Excellence
                      Strategy                                 Improve Productivity
                                                                Increase Efficiency




© 2010 Cisco Systems, Inc. All rights reserved.                                       27
Cisco Is Evolving the Business Model
to Unleash the AND
Personalized AND Pervasive            Agile AND Efficient        Open AND Controlled

    Partner              Smart             Boards, Councils              Flexible
    Central             Services           and Work Groups             Manufacturing

                                                    Integrated
               Technical        Virtual                             Innovation
                                                    Workforce
              Communities      Theater                                 Zone
                                                    Experience




                            Process Culture Technology
               Engaging Customers, Employees and Partners in
              New Ways Enabled by Process, Culture, Technology
                  Market Leadership, Rapid Growth Through
              Adjacencies, Strong Profitability Through the Cycle
Stages of Cisco’s Evolution…
                                                        Simplification

                                         Integration

  $40B
   BILLIONS




                     Innovation


  $10B

              1991                2001                 2011
1985                              2001                 2011        2016
Transform Training and Event Management
Achieve Higher Business Performance

Enable more attendees and
speakers to participate,
in-person or virtually.


Engage attendees and experts in
two-way conversations
using chats, polls, communities,   Participate In-Person or Virtually
social media, and social video.     Host Two-way Conversations

Improve effectiveness by                Improve Effectiveness
monitoring and replying to           Find Just the Right Content
attendee social media comments.


Find only the video content
and speakers you want,
saving hours of time watching
entire videos.
Workflow Scenario (BEFORE)
       ONCE
       PER YEAR
                                LIMITED
  22                            INTERACTIONS




                    CONTENT
                    AVAILABLE
                    IN-HOUSE
Workflow Scenario (AFTER)

COMMUNICATE
WITH SPEAKER
                               COMMUNICATE
                               WITH ATTENDEES

                                                       VIEW RECORDED
                                                       CONVERSATIONS
               FULL DYNAMIC
   REMOTE      INTERACTION                             DOWNLOAD
   ACCESS                                              CONTENT
   GRANTED
                                                       AVAILABLE
                                                       YEAR-ROUND




   ATTEND              ATTEND FROM              CONNECT
   ON THE GO           THE OFFICE               AFTER EVENT
Thank you !
Cám ơn !

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Ecqn son phan - short version

  • 1. INTERNET MARKETING MANAGER 2012 Shape Your Business For the Future: Powering Transformation With Internet Phan Thanh Son CTO, Business & Partner Development Cisco Vietnam sonphan70 sonphan1970 cun2000vn Internet Marketing Manager 2012
  • 2. Our World is Changing… Market Transitions Wait for No One Economic Recovery… Speed, Scale, Flexibility, Replication GDP Growth Global Competition Businesses Networked IT Natural Disasters as Differentiator New Threats… Evolving Everyday Safety & Security Innovation Public Sector Spending Technology & Business Architecture Emerging Markets Social Networking Broadband Productivity Information Economy Networked Economy
  • 3. Innovation: Transforming the way business creates • Innovation—defined here as the application of knowledge in a novel way, primarily for economic benefit—is becoming increasingly important for firms and governments. Business leaders value it as a competitive advantage. And government policymakers recognize that their economies will only prosper in an innovative environment. • Innovation defined: Innovations have two main characteristics. First, innovations break the mould by applying knowledge in some novel way. Second, innovations are the result of a chain of events that starts with an original idea, invention or discovery, and then proceeds
  • 4. Broad Universe of Innovation Types Different Types Get Traction at Different Points Customer Intimacy Line Extension Enhancement Marketing Experiential Innovation Innovation Innovation Innovation Zone Value Platform Renewal Innovation Zone Organic Renewal Product Innovation Acquisition Renewal Product Renewal Innovation Leadership Harvest Zone & Exit Technology Adoption Life Cycle Disruptive Application Value Engineering Integration Process Value Migration Innovation Innovation Innovation Innovation Innovation Innovation Operational Excellence Zone Geoffrey Moore Dealing with Darwin Managing Partner How Great Companies innovate at Every Phase of Their Evolution
  • 5. Global Flow of Information 5 Exabytes 21 Exabytes 56 Exabytes per month per month per month 1.4 Billion DVDs 4.8 Billion DVDs 12.8 Billion DVDs crossing the network crossing the network crossing the network 2007 2010 2013 Source: Cisco Visual Networking Index
  • 6. Growth of Connected Devices Total 500 Million Total 35Trillion Total 1 Billion Total 50 Billion 1/10th of a Device per 140 Devices per 5 Devices per 7 Devices per Person on Earth Person on Earth Person on Earth 2007 2010 2020 2013 Source: Forrester Research, Cisco IBSG
  • 7. Transitioning to a Post-PC World New choices at every layer of the Traditional Stack PC World Post-PC World Applications Client OS Server Architecture Devices
  • 8. Video Will Dominate the Information Flow Global Consumer Internet Traffic (Annual) 486 Exabytes Video Traffic 180 Exabytes of all Consumer Internet Traffic will be 36 Exabytes Video in 2013 2007 2010 2013 Source: Cisco Visual Networking Index
  • 9. Video Enables New Ways to Communicate People Remember… 20% 30% 70% … of What They Hear … of What They See … of What They See and Hear Importance of Visual Content/Materials • 30% of brain’s cortex devoted to vision, 8% for touch and 3% for hearing • More than 60% of communication is non-verbal Sources: Human Productivity Lab 2006 Pearn Kandola; The Psychology of Effective Business Communications in Geographically Dispersed Teams 2006
  • 10. Trends in Video • More people are watching video • Each person is watching more videos • People are using multiple devices to watch video
  • 11. Growth of Software Applications Total Mobile Apps iPhone Apps Alone Apps Worldwide * 3,000 250,000 1,500,000 2007 2010 2013 Source: Apple, Windows Mobile, Cisco Analysis ( * Forecast of 2013 assuming consistent growth trends)
  • 12. Increase in Malicious Security Threats New Security Threats 624,000 2,600,000 5,700,000 (projected) 2007 2010 2013 Source: Symantec and Cisco Analysis
  • 13. Mobile Experience Accelerates Globally “… Globally, Mobile Data Traffic Up 5000% in 3 from 2009 to 2014.” “… Mobile Data Traffic Doubling Every 3 Years.” “… Mobile Data to Increase 39 Times Months.” Source: Cisco
  • 15. FUTURE OF WORK Inter-company Clusters Millennials Mobile Collaboration of Experts Experience
  • 17. Cloud Web Client Server Minicomputer Mainframe 1960 1970 1980 1990 2000 2010
  • 18. Market Transition The Internet of Things (IoT) or Industrial Internet… Phase 1 Phase 2 Phase 3 Collaboration Business Consumer Industrial 5% 4% The Network as the Platform Internet of Things Productivity Video 3% 2% Virtualization/ Data Center 1% 1997 1999 2001 2003 2005 2007 2009 2011 2013 2000+ Social Media 2010+ Social Engagement 1990+ Connectivity Inclusion Engagement Immersive Communication Consumerization of IT Technologies— Video and Mobility
  • 19. Revolution to Web 2.0 • Web 2.0 refers to the second generation of services available on the World Wide Web that enable enhanced online collaboration and information sharing. While Web 1.0 was passive, based on browsing and buying pre- published pages, Web 2.0 provides an interactive platform for sharing information. • Emerging Medias: – Blogs – Digital Signage – Email Marketing – Mobile Marketing – Online Communities – Podcasts – RSS Feeds – Search Marketing – Television Advancements – Video Game Advertising – Viral Videos – Webinars – Wikis
  • 20. 21st Century Skills: What Learners Need to Know Learning Life and 21st Core and ICT Career Century Subjects Thinking Literacy Skills Content Skills  Information Literacy  Communication  Media Literacy  Technology Literacy  Social Networking
  • 21. Shift in The Path to Purchase Source: Mars advertising, inc; Advertising, Marketing, and Communications roundtable research; MLC research.
  • 22. Evolution of the Internet Growth/ Value THE NEXT INTERNET The Network Platform Media Distributed Collaboration Experience Sustainability Virtualized Platform Platform Architecture THE FIRST INTERNET IP Network Vertically Vertically Data Messaging Price/ Data Messaging Price/ Integrated Integrated Transport Platform Performance Transport Platform Performance Architecture Architecture MOBILITY / GLOBAL SCALE / CONTENT IN CONTEXT / RICH INTERACTION Time
  • 23. Evolution of the Internet and Cisco Strategic Focus The Network Platform Cisco Strategic Focus Next Media Collaboration Distributed, Experience Sustainability Virtualized Internet Platform Platform Architecture
  • 24. Network Platform: Foundation for Business-Critical Capabilities
  • 25. Network Platform: Enabling New Business Models Smart Grid 21st Century Virtual eRetail eGovernment Smart + Education Healthcare Connected Communities Energy Education Healthcare Retail Government Cities
  • 26. More Demanding Environment for Business Rising Expectations Consumers/Staff want the same on-demand, authentic Market Velocity experiences they are used to in and Volatility their personal lives New Competitors, New Business 37% of Workers…Use Non-IT Models, Accelerated Business Supported Technologies at Work Processes, etc. 30% Decrease…in Product Innovation Development Time-to-Market… Everywhere Innovation can come from Financial ANYone, ANYwhere, and Pressures at ANYtime New Market expectations are >50% of Product Innovation creating conflicting growth-expense Comes from Customers, Suppliers and Partners at management objectives P&G… <2% of 2500 Large Global Companies…Showed Positive Value Growth…
  • 27. Maximize Shareholder Value by Maximizing Company Performance Execute upon robust portfolio Innovation Deliver upon Strategy architectural plays Operational Excellence Strategy Improve Productivity Increase Efficiency © 2010 Cisco Systems, Inc. All rights reserved. 27
  • 28. Cisco Is Evolving the Business Model to Unleash the AND Personalized AND Pervasive Agile AND Efficient Open AND Controlled Partner Smart Boards, Councils Flexible Central Services and Work Groups Manufacturing Integrated Technical Virtual Innovation Workforce Communities Theater Zone Experience Process Culture Technology Engaging Customers, Employees and Partners in New Ways Enabled by Process, Culture, Technology Market Leadership, Rapid Growth Through Adjacencies, Strong Profitability Through the Cycle
  • 29. Stages of Cisco’s Evolution… Simplification Integration $40B BILLIONS Innovation $10B 1991 2001 2011 1985 2001 2011 2016
  • 30. Transform Training and Event Management Achieve Higher Business Performance Enable more attendees and speakers to participate, in-person or virtually. Engage attendees and experts in two-way conversations using chats, polls, communities, Participate In-Person or Virtually social media, and social video. Host Two-way Conversations Improve effectiveness by Improve Effectiveness monitoring and replying to Find Just the Right Content attendee social media comments. Find only the video content and speakers you want, saving hours of time watching entire videos.
  • 31. Workflow Scenario (BEFORE) ONCE PER YEAR LIMITED 22 INTERACTIONS CONTENT AVAILABLE IN-HOUSE
  • 32. Workflow Scenario (AFTER) COMMUNICATE WITH SPEAKER COMMUNICATE WITH ATTENDEES VIEW RECORDED CONVERSATIONS FULL DYNAMIC REMOTE INTERACTION DOWNLOAD ACCESS CONTENT GRANTED AVAILABLE YEAR-ROUND ATTEND ATTEND FROM CONNECT ON THE GO THE OFFICE AFTER EVENT