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> 4th quarter 2012 | issue 9




Cisco,
Green
and yellow
The Global
Sales
President
kicks off
a series of
investments in
the country                                                                          Robert Lloyd,
                                                                        President of Global Salest




SUPPORT                              BUSINESS                    CLIENT’S VOICE
Teams receive training in            Cisco focuses on            High performance
keeping communications               SMBs using vertical         networks connect
operating in disaster                solutions and               both new towers at the
areas                                business strategy           Palmeiras Soccer Club
                                                                                          1
                                 CISCO PARTNERS GUIDE INCLUDED
Andeloce.com




               Soluções Cisco para Pequenas e Médias Empresas

               Produtos que possibilitam a melhor comunicação, conexão e segurança




                                                                                                        Telefones - IP SPA 525G2


                          Roteadores - RV180




                                        Switches - SG500-52P                                               Access Point - WAP121




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                         Visite a página de Lançamento da Linha Cisco para Pequenas e Médias Empresas
                         e saiba como podemos ajudá-lo a resolver sua crise tecnológica.



                         www.cisco.com.br/desconectadosanonimos

               2
1
EDITORIAL


                                                                                                                      SUMMARY
                                                                                                                      	      SHORT ARTICLES

                                                                                                                      04    Emergencies
                                                                                                                            T
                                                                                                                             he disaster response team keeps
                                                                                                                            communications operating in disaster areas
    A STEP FORWARD
                                                                                                                      06 Metro Ethernetchallenges service providers
                                                                                                                         A
                                                                                                                          n event held in São Paulo, concludes that
                                                                                                                         technology still




    I
       f there is a way to translate a company’s level of commitment with the                                         	      ALLIANCES
       economy in which it is inserted, this interpretation must be based on
       the investments it makes. A step that made us very proud in 2012 and
                                                                                                                      08Channel Programstrength due to Cisco’s
                                                                                                                        T
                                                                                                                         he initiative gains
                                                                                                                        growth in Brazil
    that culminated with Robert Lloyd’s visit, Cisco’s Vice President for Global
    Operations, to inaugurate the router production line.                                                             10 Live!event reaffirms the brand’s presence in
                                                                                                                         T
                                                                                                                          he
                                                                                                                               Mexico

                                                                                                                         Latin America
      We are proud, not only about the investments announced, but also of the
    consistency of the growth plan designed by Cisco in Brazil.                                                       12Majorjoinscreate competitive solutions
                                                                                                                        C
                                                                                                                         isco
                                                                                                                               manufacturers united

                                                                                                                        makers to
                                                                                                                                   major software and hardware

      The project, as announced, includes the manufacturing of equipment, investments
                                                                                                                      	      BUSINESS
    in RD and in alliances with Brazilian companies, sustainability actions, such as
    the training of low-income young apprentices, besides other initiatives structured                                16    Endurance
                                                                                                                            E
                                                                                                                             xecutives tackle the most difficult mountain
                                                                                                                            bike challenges in the country
    with our partners nationwide.
      In an interview to LIVE Magazine, Lloyd guaranteed that this is not a spur of                                   18 Market andpresent their strategies towith
                                                                                                                         D
                                                                                                                                    Share
                                                                                                                          istributors
                                                                                                                         maintain      increase their business
                                                                                                                                                               attract,
    the moment thing, but a long-term commitment and that we are ready to proceed                                           resellers
    and contribute to the sustainable growth of the economy. Our focus will not be
    restricted to the major telecommunications corporations or service providers.                                     20 Showroom showroomssolutions more
                                                                                                                         P
                                                                                                                          artners use
                                                                                                                         demonstrations to make
                                                                                                                                                and technical

      We are also making efforts to support small and medium-sized businesses, as                                           appealing and increase the number of
                                                                                                                            clients
    well as innovative initiatives and new technologies, whether they are headed by
    Cisco, its global partners or even by the local projects.                                                         24 Small Businesshave up tobusiness with
                                                                                                                         T
                                                                                                                          he strategies to increase
                                                                                                                         companies that              99 employees
      In terms of alliances, this issue contains the Cisco Partners’ Guide, a new idea
    from the Marketing department to help identify the companies working along                                        28 COVER Robert Lloyd,that Brazilglobal
                                                                                                                         I
                                                                                                                         NTERVIEW:               Cisco’s
    with our brand.                                                                                                      Vice President, believes         will
                                                                                                                            maintain its investments and will continue to
      The special section lists Cisco’s partners in the following categories: Distributors,                                 grow even after the upcoming major sports
                                                                                                                            events
    Business Partners, Training, Managed Services and Strategic Alliances.
      The guide can be found in this issue and also by electronic means, such as the                                  32 Cooperationrevenue with its partners
                                                                                                                         C
                                                                                                                          isco shares
                                                                                                                         in order to stimulate the growth of unified
    Internet, tablets, and Smartphones.                                                                                     communications
      Another facilitator to our local business.
      Finally, on behalf of the entire Cisco Brazil team, I’d like to celebrate and share                             34 Telemedicine service to all and
                                                                                                                         T
                                                                                                                          echnology improves
                                                                                                                         speeds up processess
    this incredible year with our clients and partners and wish you all a new year with                               	      THE CLIENT’S VOICE
    even more achievements.
                                                                                                                      36 Unified Communications its platform
                                                                                                                         T
                                                                                                                          he Sicoob Trentocredi replaces analog
                                                                                                                         telephones with the Cisco/Intelbras
        Enjoy your reading!
                                                                                                                      38 Highnew towers atnetworks will integrate
                                                                                                                         H
                                                                                                                               performance
                                                                                                                          igh performance
                                                                                                                         both              the Palmeiras Soccer
        Marco Barcellos                                                                                                     Club

                                                                                                                      	      CONNECTIVITY

                                                                                                                      40    Retail
                                                                                                                            C
                                                                                                                             isco presents solutions for Varejo 2.0


                                                                                                                      42 Themarket test, in house, what they offer to
                                                                                                                         I
                                                                                                                              shoemaker’s children…
                                                                                                                         ntegrators
                                                                                                                         the
                                  CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL                             	      INFRASTRUCTURE
         TEAM RESPONSIBLE           Editorial Board                     Copywriting officer       Art
         CISCO DO BRASIL
         President
         Rodrigo Abreu
                                    Adriana Bueno, Carolina Morawetz,
                                    Isabela Polito, Isabella Micali,
                                    Jackeline Carvalho, Kiki Gama,
                                    Mariana Fonseca, Monica Lau e
                                                                        Jackeline Carvalho
                                                                        Reporters
                                                                        Jackeline Carvalho
                                                                        Marcelo Vieira
                                                                                                  Marcelo Max

                                                                                                  Cover
                                                                                                                      46 2012presents solutions, discusses trends
                                                                                                                         C
                                                                                                                          isco
                                                                                                                                FUTURECOM

                                                                                                                         and announces partnerships
                                    Marco Barcellos                     Mayra Feitosa             Glenn Douglas
         Engineering Officer

                                                                                                                      49 Datapartners team is dedicated to the UCS
         Marcelo Ehalt              Production                          Review                    Desktop Publisher           Center
                                    Comunicação Interativa Editora      Comunicação Interativa    Intergraf
         Channels Officer                                               Press Service                                    N
                                                                                                                          ew
         Eduardo Almeida            Journalist in Charge                In Press Porter Novelli
                                    Jackeline Carvalho                                            Prints
         Marketing  PR Officer     MTB 12456                           Translator                5000 exemplares
         Marco Barcellos                                                Amanda Dardes



                                                                                                                                                                       3
1   SHORT ARTICLES




    IN CASE OF
                                                                                          Incident Response Teams (DIRT),
                                                                                          which operate satellite-based easy-
                                                                                          to-assemble network equipment, in

    EMERGENCIES ...                                                                       addition to advanced technologies
                                                                                          – such as 3G, switching and
                                                                                          VoIP, among others – and Cisco
    ... the Cisco Brazil disaster response                                                emergency vehicles (or NERVs).
                                                                                          These volunteers, which are company
    team is ready to keep communications                                                  employees, are trained to provide
    operating in disaster areas                                                           assistance in disaster areas.
                                                                                             In the US there are teams on the
                                                                                          East and West Coasts. “Helping in
                                                                                          incidents around the world with only
                                                                                          two teams was difficult,” said Tiago
                                                                                          Silva, a TacOps member and in charge
                                                                                          of coordinating the DIRTs. “We then
                                                                                          created an international expansion
                                                                                          program in key areas of the world in
                                                                                          order to meet the requirements faster,
                                                                                          and also to facilitate matters from a
                                                                                          cultural point of view.”
                                                                                             The first international team was
                                                                                          created in 2010 in China. Then, in
                                                                                          December/2011, another two teams
                                                                                          were created in Europe (United
                                                                                          Kingdom and Russia). Earlier this
                                                                                          year, Tiago Silva came to Brazil
                                                                                          with the purpose of creating and
                                                                                          training the South-American team,
                                                                                          with headquarters in São Paulo. The
                                                                                          Brazilian team will provide support
    DIRT volunteers from Brazil learn how to operate the emergency communication kits     to incidents occurring in Brazil, in
                                                                                          other South American countries and,




    W
                   ith the arrival of              Fundamental in establishing            if required, in Central America.
                   s ummer and the               communications between the affected         The required infrastructure was
                   rainy season, certain         areas and the rescue teams, services     established at Cisco Brazil headquarters
                   areas in Brazil have to       such as internet and telephony, can      so that the Brazilian team’s equipment
    keep an eye on the possibility of            make the difference when it comes        can be operated: four routers and two
    natural disasters, such as floods and        to saving lives. With that in mind, in   portable emergency communications
    landslides. Tragedies such as the one        2002 Cisco created TacOps (Tactical      kits. Among the volunteers in Brazil
    that affected the mountain regions of        Operations Support), a team of           are employees from all departments,
    the state of Rio de Janeiro, in early        volunteers that keep voice and data      including directors and technicians. “It
    2011, causing over 900 deaths, are           communications operating during          is important that people acknowledge
    responsible for a series of difficulties     tragedies, even at the most remote       and promote the existence of this group.
    not only to the population, but also         areas on the planet.                     The next time a disaster occurs, the
    to those working in the rescue and             The TacOps team is responsible         organizations needing our assistance
    assistance to the victims.                   for managing Cisco’s Disaster                                                  •
                                                                                          will be able to request it,” added Silva.

    4
5
1   SHORT ARTICLES




    METRO ETHERNET
    STILL CHALLENGING SERVICE
    To Cisco, telecom companies must plan their migration
    observing the quality of the new services being provided



D
                uring MEF (Metro Ethernet                                                   both services. “However, the scenarios
                Forum), held in October in                                                  are challenging and different; Wi-Fi, for
                São Paulo, Cisco, Calix and                                                 example, makes use of a non-exclusive
                DragonWave executives,                                                      frequency, therefore, you tend to suffer
    among other market leaders in the                                                       more with interferences,” he added.
    Carrier Ethernet market, presented                                                         In terms of migration from traditional
    the technology trends to the service                                                    networks (TDM) to the Metro Ethernet,
    providers and, among the technical                                                      Moura affirms that operators need to invest
    issues, presented the challenges to
                                                                                                                                             C
                                                                                            in networks and provide quality services.
    manufacturers, telecommunications                                                       “The TDM networks are easy to operate,
                                                                                                                                             M




    providers and professionals.                                                            always responding well to the services and       Y



      According to Emerson Moura, one                                                       to performance management issues. So,           CM


    of the MEF leaders and Cisco solution                                                   when providers start looking at the Carrier
                                               “In 2016, the Metro
                                                                                                                                            MY


    architect, the Carrier Ethernet provides                                                Ethernet world, they need to think about the
                                                                                                                                      •
                                                                                                                                            CY

    billionaire opportunities. “In 2016, the   Ethernet market may                          delivery of a quality services,” he observed.
                                                                                                                                            CMY


                                               reach US$ 48 billion                                                                          K


                                               in technological and
                                               service sales”
                                               — EMERSON MOURA, FROM CISCO


                                               market may reach US$ 48 billion in
                                               revenue, not only in terms of technology,
                                               but also in services. This is an area that
                                               grows with the increase of data traffic,”
                                               he pointed out.
                                                 In terms of the technological
                                               scenario, Marcelo Sena, pre-sales
                                               manager at Calix and Fabiano Chagas,
                                               product line manager at DragonWave,
                                               highlighted the use of Carrier Ethernet
                                               2.0 and networking trends such as Wi-
                                               Fi and Small Cells. Sena considers that
    “Wi-Fi uses a non-exclusive                the 2.0 mode “adds services, such as         “Metro Ethernet is agnostic
    frequency; therefore,                      granularity for mobile backhaul,” and        technology, which
                                               adds that Metro Ethernet is agnostic         allows several means
    you tend to suffer more                    technology, which allows several
    with interferences”                        means of interconnection. Chagas
                                                                                            of interconnection”
    —FABIANO CHAGAS, FROM DRAGON WAVE          affirmed that there’s a user demand for      —MARCELO SENA, FROM CALIX


    6
A Fundamentos desenvolve e implementa projetos sob medida no formato de
“Turn Key”. Realizamos todos os serviços ligados as áreas de:



 Infraestrutura                      Sistemas de Monitoramento

 Rede Elétrica                       Vídeo Conferência

 Rede de Telecomunicações            Construção e Normatização de Data Center

 Cabeamento Estruturado Metálico     Projeto de TI/Telecom

 Cabeamento Óptico                   Sistema de Detecção e Combate a Incêndio

 Wireless Indoor e Outdoor           Equipe d Técnicos Residentes

 Controle de Acesso                  LAN Switching

 Telefonia IP                        Outsourcing




 Entre em contato conosco:
      (12) 2139-6600                                                       Endereço:
                                                 Av. Francisco José Longo, 1612/1614
       fundamentos@fundamentos.com.br         Vila Bethânia - S. José dos Campos - SP




                  www.fundamentos.com.br
1   ALLIANCES




    A PASSPORT TO CISCO’S
    WORLD
    Channel program gains strength with the growth of the company in
    Brazil; evolution must prioritize emerging technologies


    A
                t a time of increased            business is, the greater is the incentive   profitability is even higher. “Actually,
                investments in the Brazilian     offered to make the sale, according to      what we do is encourage the partner to
                and its market share,            Almeida.                                    add value and knowledge to the offer,”
                one of Cisco’s pillars of          One example: if the partner sells a       explained the executive.
    performance in the country is of even        switch, he receives a certain percentage
    greater importance: the channels. After      as an incentive. If the sale, besides the   Partners
    all, it is one of the few companies          switch, includes security or video             Currently, approximately 3,500
    whose market model is fully based on         resources and collaboration, his            partners are in business with Cisco.
    channels; the manufacturer’s business                                                    Our profile is quite broad, ranging
    model is totally oriented towards                                                        from resellers and distributors to
    partnerships.                                                                            system integrators, ISVs (Independent
      Within this perspective, the incentive                                                 Software Vendors, who sell
    programs emerge as tools that                                                            applications integrated to the network’s
    provide the business partner with an                                                     infrastructure) and datacenters, besides
    opportunity to increase its profitability.                                               companies that use technology as a
    Cisco preserves the channel’s margin,                                                    secondary business.
    offers recognition and uses financial                                                       In the latter group, we find
    factors as its means for building loyalty.                                               constructors, for example, which
      “Our channel partnerships play a                                                       along with Cisco, are able to integrate
    fundamental role, since Cisco’s business                                                 technologies for smart buildings,
    model is based on indirect sales,”                                                       industrial automation, among other
    explained Eduardo Almeida, channels                                                      applications..
    director of Cisco Brazil. “The financial                                                    There are also specific programs for
    health and profitability of our partners                                                 distributors, which are not focused on
    are fundamental to us. Our partners                                                      the direct sale to the client. In these
    need to profit while conducting              “The financial health                       cases, the recognition takes place by
    business with Cisco,” he added.              and profitability of                        means of the number and size of the
      Cisco’s recognition program divides                                                    resellers served, besides the frequency
    the channels by the generation of
                                                 our partners are                            in which inventory is replacement and
    business and sales with added value.         fundamental to us”                          the increase in the number of new
    The more complex our partner’s               — EDUARDO ALMEIDA, FROM CISCO               clients, among other parameters..


    8
Almeida explains that there are           to also provide good service to the
different performance indexes, but          end customer. We wish to be well              6 THREE LEVELS
that “we also recognize the distributor,    represented. Our clients are quite
differentiating and providing funds and     selective; therefore, our partner needs
business advantages so that they can        to be consistent,” the executive added.       The business relationship
feel motivated to work with Cisco”.                                                       categories with Cisco:
                                            Horizons
Certifications                                “The pillar for Cisco’s channel             ASSOCIATES
  Certifications, in Cisco’s opinion, are   program does not change,” Almeida               When generating a new
fundamental elements in its relationship    replied, when asked about the future of         business, the partner
with the channels. “They differentiate      partnerships. “Our target is profitability,     receives credit over the
an opportunistic partnership from a         to help our partners to earn more.”             value transaction
strategic one,” pondered Almeida.             According to this logic, and as the
“With certification, the partner            products are sold by the company              SALES WITH ADDED VALUE
establishes a closer relationship with      and the manner in which they are                The partner who works
Cisco.”                                     used by the client evolves, the                 along with Cisco’s teams
  The executive explained that it is        programs will become more focused               in the design of strategic
essential that the specialized partner      on emerging technologies, including             plans, pre-sale actions,
obtain certification, acquiring the         cloud computing, consumerization,               the implementation
privilege of selling certain products.      etc. “Encouraging our partner to play           of solutions, etc
The VIP, for example, offers conditions     a more relevant role in this evolution is
of up to 20% in compensation, a             quite interesting,” affirmed Almeida.         VIP
percentage that can only be achieved        “Channel programs in business                   Associated to the sales
with certain levels of certification in     applications, in which the partner              of complex solutions
the sold architecture.                      would have greater profitability by             and architectures, with
  “This is one of Cisco’s concerns:         adding knowledge to the level of                a longer sales cycle
                                            application and to the network layer.           and higher investments
                                            Evolution takes place in this fashion.” •       made by the partner




                                                                                                                         9
1   ALLIANCES



    LIVE! MEXICO
    EXHIBITS CISCO’S STRENGTH
    IN LATIN AMERICA
    The event was                             in his debut as Latin America leader,         6,300 through partnerships – besides

    visited by over
                                              did a great job in allowing relevant
                                              debates with clients and partners,
                                                                                            25 offices. •
                                              to continue positioning Cisco as
    3,300 people; the                         leader in the region, allowing for the
    focus was on the                          transformation of the experience                6 NUMBERS
                                              of countries, governments, clients
    services rendered                         and citizens in partnership with our            CISCO LIVE! MEXICO
    to sectors such as                        ecosystem,” declared Cisco’s Latin              NUMBERS
                                              America marketing officer, Javier
    health, education                         Camacho, emphasizing the success                05 Verticals were the target of
    and government                            of the event.                                   lectures and trainings
                                                This attention that Cisco dedicates




C
              ancun, a Mexican tropical       to Latin America has a clear purpose.           125 Cisco executives
              paradise, was the City          After all, with the economic                    attended the Symposium
              chosen to host the 2012         uncertainties in Europe and the
              Cisco Live! Mexico. The         weak recovery in the United States,             130 Sessions
    event, held in early November,            the region became the company’s
    received more than 3,300 visitors         focus of growth, with Brazil as the             225 Decision-making
    from 32 countries to discuss how the      spearhead. The company recently                 executives took part in the
    company’s technologies – including        announced investments in the                    management program
    routing, switching, collaboration,        sum of R$ 1 billion over the next
    video, BYOD and others – can make         four years in the country. Over                 60 Cisco product and solution
    sectors such as health, education,        30 thousand professionals linked                demonstrations
    government, manufacturing and             to the company in Latin America –
    finances more efficient in Latin
    America.
      These five verticals were the theme
    for debates during the symposium,
    in which more than 125 company
    executives attended, in more than
    130 sessions. A training program was
    also offered for IT managers, which
    included the participation of 225
    decision-making executives. 60 Cisco
    product and solution demonstrations
    were presented, with the clear purpose
    of increasing companies’ earnings and
    productivitys.
      “Rogelio Velasco, as VP host of
    Cisco Live! Mexico, and Jordi Botifoll,   Cisco Live! Mexico gathered 3,300 visitors in the City of Cancun, Mexico


    10
Cisco Live Magazine ed. 9 (English)
1   ALLIANCES




    CISCO AND PARTNERS:
    A BOUNTIFUL HARVEST




    VMware, Panduit, EMC, Verint, Furukawa and
    Fluke Networks are some of Cisco’s strategic
    alliances. Together, the companies have led
    areas and conquered new trends in the
    global market



M
                 obility, convergence and        presence in this segment due to its
                 virtual environments have       activities with plant floor devices and
                 changed the dynamics in         robots, which require an IP port – our
                 the corporate sector in the     DNA,” affirmed Almeida.
    world and, according to a research             According to Carlos Gustavo Werner,
    carried out by Gartner, up to 2015 it will   Cisco’s datacenter business development
                                                                                            “When we see
    become priority matters to the CIOs.         manager, the focus, besides relying
    Eduardo Almeida, Cisco’s channels            on partnerships, is to build strategic     opportunities the in
    officer, reveals that, keeping an eye in     alliances, such as the VCE joint           Brazil, such as demand
    this process, the company has been           venture (VMware, Cisco and EMC). “I        for infrastructure,
    ready for market changes for decades,        believe that the concept sold by these
    time invested in alliances with players      companies, both in virtualization, cloud   public safety and
    from different segments to conquer           computing and solution development,        major events, we bring
    leadership in new performance areas.         benefit the market,” added Werner,         the partnerships that
      “In During the fiscal year of 2012,        when mentioning the Vblock solution.
    our presence in the area of automation,      “This product synthesizes our alliance,
                                                                                            can help the most in
    for example, was higher than 80%. This       since it integrates cloud computing,       solving “problems” and
    result reflects the strategic investment     networking and servers in the same         provide opportunities”
    in alliances made with companies such        package.”                                  — EDUARDO ALMEIDA, DA CISCO
    as Fluke Networks, which has great             Almeida also added that the

    12
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1   ALLIANCES




    partnerships take place in different         can help the most in solving “problems”        strategic and a proof of this is our joint
    manners, such as with the injection          and provide opportunities,” concluded          venture, which became a company. In 2009,
    of capital or the joint development of       Werner.                                        the concept of converging infrastructure
    solutions. “We understand the strength       Performance with partners                      was developed. We decided that it would be
    of the company, which comprises                 Cisco’s portfolio is broad regarding        worthwhile to enter this market, and then,
    Cisco’s solution and its importance to       its global partnerships, and with some         VCE was created,” the executive explained.
    the client, and we combine them,” he         companies the partnership dates back             The Panduit strategic alliance manager,
    said.                                        more than 10 years, which is the case          Mark Hwang, said that the relationship
      The channel area, in the executive’s       of Panduit, EMC, Fluke Networks                between the companies included
    opinion, is strategic in this composition,   and Verint, which act, strategically,          cooperation from the engineering and
    since it is responsible for the alliance     in several areas with and for Cisco,           strategic departments. “Panduit and
    between partners to act in sectors of        complementing solutions, services and          Cisco develop solutions for physical
    high demand, such as infrastructure          even architectures.                            infrastructure and architecture for the
    and major events. “When we see                  “The main incentive to invest in these      implementation of Cisco’s technologies.
    opportunities, such as demand for            alliances is the market’s dynamics,            We have cooperated in the launch of the
    infrastructure, public safety and major      which purchases and is filled with             Catalyst and Nexus platforms and we are
    events, we bring the partnerships that       solutions that make business evolve. In        sponsors of the Networking Academy,
                                                 the case of strategic partnerships, such       which trains students to design, build
                                                 as VMware, EMC, Furukawa, Panduit,             and perform network maintenance.
                                                 among others, each company intends to          With this, we gain further knowledge
                                                 supplement the offer to better serve our       on the applications and technologies
                                                 clients,” reports the channels officer.        that our clients implement in their IT
                                                    For Jim Daves, sales’ officer in Latin      environments and our know-how in the
                                                 America for Fluke Networks, the                application layer, in network platforms,
                                                 performance in partnership exercises           processing and storage, provide better
                                                 two strengths: partner and integrator.         solutions for the physical infrastructure
                                                 “We are partners in the development            and architectures.”
                                                 and build testing equipment that                 Our partnership with Verint began
                                                 communicate with Cisco’s devices, but          in 1998, when the company manufactured
                                                 we also train Cisco partners, a long-lasting   its first voice recorder and started installing
                                                 relationship that has helped us perform the    systems for Cisco’s clients, acting as a
                                                 certification work of the copper, fiber and    technology partner. Currently, Verint is
                                                 wireless facilities and has benefited Cisco    a member of Cisco Developer Network
    “In 2009, when the                           with the physical layer – infrastructure       (CDN). “Due to the investments in the
    concept of converging                        that, if not placed in good hands,             partnership, we not only make sure that
                                                 degrades the equipment’s performance,”         our technologies interoperate as our
    infrastructure was
                                                 he reported                                    clients expect, but we also cooperate
    created, we decided                             With EMC, the relationship is also          by providing new resources that would
    that entering this market                    long lasting and Welson Barbosa, cloud         not be possible if the companies
    would be worthwhile and                      business director in Latin America,            continued working individually,” the
    so VCE was created”                          affirms that Cisco is one of the most          company declares through its press
                                                 strategic partners.                            relations departmentes through its
    — WELSON BARBOSA, FROM EMC
                                                    “Cisco’s development of solutions is        press relations.   •
    14
Cisco Live Magazine ed. 9 (English)
1            BUSINESS




        FROM WORK
                                                                                                     The Cisco ABR Comstor team was
                                                                                                   formed by Cisco Brazil’s director
                                                                                                   of operations, Marcos Yamamoto,


        TO SPORTS
                                                                                                   Cisco Capital’s accounts manager,
                                                                                                   Caio Raymundo, and Cisco Brazil’s
                                                                                                   president, Rodrigo Abreu. The team’s
                                                                                                   main goal was to do something good:
        Cisco Brazil executives face one of the most                                               the company donated computer
        difficult mountain bike tests in the country and                                           equipment to the schools in the region.
                                                                                                   But of course this was not the only thrill
        give a lesson in teamwork                                                                  during the competition.
                                                                                                      “After months of training and




        T
                      he greatest mountain bike          Diamantina, in Bahia. During one week     expectation, it is now time to ride the
                      challenge ever held in the         in September, teams of two (formed        trails using individual skills and qualities,
                      Brazil: this is how the Brazil     by the relay between three members        always keeping in mind that we are a team,”
                      Ride organizers define the         of each team) compete, the 2012 issue     Yamamoto wrote in the daily journals
             600 km competition of mountain,             of Brazil Ride had a corporate category   during the competition. “Brazil Ride,
             valley and river trails at Chapada          for the first time.                       as well as in most of the projects in our
                                                                                                   lives, no one can succeed on his own –
                                                                                                   team members must complete each stage
                                                                                                   together.”
                                                                                                      To Cisco executives, participation in
                                                                                                   the endurance test, during which they
                                                                                                   had to face extremely dry weather and
                                                                                                   temperatures, is also an incentive in search
                                                                                                   of finding the balance between work
                                                                                                   and one’s private life, and to show
                                                                                                   how projects of this nature can help
                                                                                                   communities that need assistance;
                                                                                                   and also the obvious “endurance”
                                                                                                   component.
                                                                                                     “Better than describing the several
                                                                                                   ups, downs, sand and stones, I repeat
             Awards ceremony for the 2012 Brazil Ride winners, in Bahia                            what the Portuguese magazine Bike
                                                                                                   Magazine wrote: ‘This (stage) is one of
Fabio Piva




                                                                                                   the most difficult things to do on top
                                                                                                   of a bike,” Yamamoto wrote, referring to
                                                                                                   the second day of competition, consisting
                                                                                                   of a 144-km stage.
                                                                                                      Perseverance was the word used by
                                                                                                   the executive to summarize the experience
                                                                                                   after the seven hard days of competition.
                                                                                                   Even so, what counted the most, were
                                                                                                   the moments of solidarity during the
                                                                                                   competition, being in touch with the
                                                                                                   local community and with nature.
                                                                                                   “And, we have already registered for
                                                                                                   the 2013 Brazil Ride,” wrote Yamamoto.

             Caio Raymundo and Marcos Yamamoto
                                                                                                   “We’ll see you there!” •
             16
Garanta eficiência
e confiabilidade ao seu negócio.
     Para obter vantagens competitivas e excelência no atendimento e relacionamento
            é essencial poder contar com sistemas de comunicações atualizados
   e eficientes que contemplem recursos como convergência, colaboração e mobilidade.
     Combine os melhores recursos ao expertise da Wittel em atendimento, consultoria,
              planejamento e integração e obtenha o melhores resultados.




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                            sob medida para o seu segmento.




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1   BUSINESS




THE ICT PIONEERS
Distributors
present their
strategies to
attract, maintain
and increase
business with
resellers


L
           ocated in South America,
           Brazil has a territorial
           extension of over 8 million km²,
           the fifth largest on the planet,
    with an economic ranking between 6th
    and 7th. During this decade, regions that
    weren’t as developed economically saw
    change with an increase in consumption
    by the new lower middle class, which
    also changed the pace of business,           in 2012 and the
    demanding from companies a higher            opportunities
    investment in ICT (information and           already foreseen,”
    communication technologies).                 the exec utive
       An economic behavior that directly        emphasized.                                                   “our plan is to triple
    impacts the distribution chain of               A member of                                                  our turnover,
    products, since it is necessary for          the Westcon Group,                                               and also being
    them to be available as soon as              Comstor, which calls itself the                                   acknowledged
    possible in different parts of the           leader in the distribution of Cisco                               by Cisco and
    country; and, distributors specialized       products, is about to consolidate a                            by resellers for
    in Cisco equipment, are not only fully       double digit growth in 2012 and plans     our operational excellence and as a
    acquainted with this demand, but have        to continue expanding next year, but      partner that adds value to the business,”
    also established differentiated strategies   at a more conservative pace due to        affirmed Renato Lovisi, responsible for
    to attract, maintain and increase their      the economy’s behavior, according to      the company’s Network Business Unit.
    business with resellers.                     Humberto Menezes, general director of     The owner of a portfolio with 9,000
       Carlos Tirich, Alcatéia’s business        Comstor in Brazil. “We continue with a    resellers, Ingram Micro accumulated
    and marketing director, said that            perspective of growth, but Brazil’s GDP   a 35% growth increase over the last
    the company intends to practically           will probably present a 1% growth,        two years.
    double the 10-member team, directly          despite the country being involved in       Ingram Micro Brazil’s strategy with
    responsible for the marketing of Cisco       major sporting events,” said Menezes.     Cisco’s products for 2013 will be
    solutions in 2013, precisely due to the         In the same fashion, Ingram            marked by the expansion of the small
    new opportunities. “Cisco is one of          Micro Brazil, another one of Cisco’s      and medium-sized client base, focused
    Alcatéia’s main investments during           distribution partners, is optimistic      mainly on the safety and collaboration
    the following year, due to the growth        towards the future of the business:       segments, which is similar to what


    18
Alcatéia is planning.                      “In 2013, we are considering nearly
   According to Tirich, the market         50 actions,” affirmed the business
accepts Cisco products quite well, and     director when reporting that the
the distributor has assumed the role as    events include road shows, events
pioneer in the small and medium-sized      with sales executives, training, among
businesses market (SBM). Another           other actions.
factor that has worked to increase
business in 2012 was the fact that         Benefits
Alcatéia enhanced Cisco’s solution           In addition to the campaigns for the
portfolio. “We gained access to 100%       partners, biannual campaigns, target
of the products,” celebrated Tirich.       promotions with the offer of benefits     “The distributor’s project
   Therefore, the distributor, according   for the company or entertainment for      is to promote the
to Tirich, has invested both to move       the professionals, Alcatéia maintains     expansion of the channel
forward in the market as well as for       a channel program called Inovar,
its work to be appreciated by Cisco;       with 120 registered resellers, with       to technology verticals
promoting, besides the pre-sale support,   biannual goals with bonuses for           that are in evidence,
nearly 15 events oriented to the value     the funds that may be used in the         such as big data and
segment with the brand’s products.         hiring or training of professionals.
                                           “In 2013, the resellers at Inovar will
                                                                                     cloud computing”
                                           also have access to Cisco products,”      — HUMBERTO MENEZES,
                                                                                     FROM COMSTOR
                                           Tirich emphasized.
                                             The rendering of services
                                           to resellers will be one of the
                                           highlights of Comstor, the business       to the area of borderless network
                                           branch created by Westcon Group           architecture, which gathers routers,
                                           specifically to operate the Cisco         switches and security platforms.
                                           brand. “We want our partners to             In order to speed up the business,
                                           benefit from a services rendering         Comstor launched Comstor
                                           strategy designed for them,” affirmed     Express, an e-commerce service
                                           Menezes, when pointing out the            that simplifies price quoting, the
                                           importance of distributors. “The          consultation of inventories and the
                                           channel and Cisco are our clients,” he    follow-up of online orders. The
                                           added.                                    service is available over the Internet
                                             Comstor’s project is to promote the     and will soon be launched for the
“Cisco is among the                        expansion of the channel to technology    iPhone (there are already trial users),
three main Alcatéia                        verticals that are in evidence, such as   Smartphones and, consequently, for
                                           big data and cloud computing, along       tablets.
investments for the                        with the datacenter and virtualization.     “This support convenience and
following year, due to the                   According to Comstor’s President,       reseller qualification represents
growth in 2012 and the                     the company is investing heavily in       a differential,” emphasizes
foreseen opportunities”                    these markets and is already obtaining    Menezes. Comstor currently
                                           good results, already achieving the       maintains approximately 60 people
— CARLOS TIRICH, FROM ALCATÉIA
                                           same results with the collaboration,      focused on Cisco, including marketing
                                           telepresence, IP telephony, in addition   and engineering.   •
                                                                                                                       19
1   BUSINESS




    SHOWROOM
    Integrators invest in showrooms and technical
    demonstrations to make solutions more appealing and to
    increase the number of clients




    PromonLogicalis Innovation Center: demonstration and relationship area




N
              owadays, it is perfectly possible   and is being adopted by integrators and      The permanent area is located at the
              to buy a car over the Internet.     ICT solution providers. One of these       company’s headquarters, in the district
              The process is simple, fast and     companies is PromonLogicalis, which        of Itaim Bibi, in São Paulo. It is a big
              customized: all information         has been investing in such an area since   meeting room, in which solutions are
    required is found on the website, usually     2011, when its Innovation Center was       displayed so that the clients may test
    filled with beautiful images and an           opened.                                    them. Cisco is the main partner in the
    alluring language, created to convince          In the cutting-edge technological        construction of the Innovation Center,
    the potential buyer. However, one may         e n v i ro n m e n t  c re a te d    by    therein we display wireless access
    think that few customers prefer to visit a    PromonLogicalis, and by partners such      control solutions (ISE), cooperation
    dealership personally and feel the smell      as Cisco, clients have the opportunity     and unified communication solutions,
    of the new seats, the softness of the         to familiarize themselves with the         among others.
    steering-wheel and hear the roar of the       products that meet their business needs.     The company is also one of Apple’s
    engine.                                       These solutions are part of the unified    corporate partners in Brazil for
       The test drive made by the majority        communication and collaboration,           corporate sales, and this condition is
    of those purchasing cars is therefore         videoconference, IP telephony,             demonstrated in the Innovation Center:
    very similar to showrooms. The concept        corporate networks, cloud, security,       the concept of mobile collaboration
    has been long used by companies in            wireless networks, mobility (BYOD)         is demonstrated in iOS devices
    the real-estate and construction sectors,     and managed service portfolios.            interconnected to the corporate

    20
network and accessing tools such as          PromonLogicalis made the strategic
 the Cisco Jabber. These are some of the      decision to operate in the large company
 permanent demonstrations, however            market. Up till then, the company’s
“depending on the need, we are also           focus had been telecommunication
 able to put temporary exhibits together,”    service providers in Brazil, about a
 explained the PromonLogicalis                dozen companies, and with a direct,
 business and partnership manager             well-structured relationship focused
 for Latin America, Ricardo de Abreu          on the clients.
 Sofiatti.                                      “When we decided to go after the
   According to the executive, the            large companies, we needed a more
 solutions are usually assembled for          efficient way to communicate and            “NEC’s showroom does
 one year at least, and updated at the        demonstrate what we were doing,             not have the role of only
 whenever the developer does the same.        because PromonLogicalis, the IT and
                                                                                          attracting new clients,
 The advantage of this system is readiness,   telecom integrator branch of Promon
 in other words, at any time the client       Group, wasn’t well known at the time,       but it is also an area that
 may visit the area and all features will     by the corporate world,” explained          states the role of the
 be ready to be demonstrated. “If the         Sofiatti. Thus, the showroom was            company in society”
 client requires a specific demonstration,    a perfect fit to the company, which
                                                                                          — ANDRÉ ELETÉRIO, FROM NEC
 we are able to modify the laboratory. As     needed to demonstrate its solutions
 technology evolves, we bring in new          and become a well-known brand with
 resources to the Innovation Center and       the target public.
 also new devices as they are created.”          Since 2011, when it was opened,          a video automatically popping-up,
                                              approximately 50 clients have visited       besides being able to share the computer
The concept                                   the area, nearly the number initially       screen with another person in the same
  The concept for the Innovation              expected by PromonLogicalis                 meeting. Testing these resources in
Center was created approximately              and a considerable proportion of            person makes for a richer experience,”
two years before its launch, when             approximately one third of the              he stated.
                                              company’s 160 active clients. Most            The expansion of the Innovation
                                              of the current invitations to visit the     Center’s physical space is not
                                              center are made to companies already        PromonLogicalis’ current intention;
                                              working with the integrator. The goal       however, increasing the number of
                                              is, of course, to assemble new solutions.   demonstrations and features is a
                                              However, the area also has the purpose      constant goal, as new investments from
                                              of attracting new buyers. “When there       the partners increase. “We want to use
                                              is a new client, we take the opportunity    the area more and more as a relationship
                                              to perform a corporate presentation         center,” Sofiatti said.
                                              about the company, and then moving
                                              on to the demonstration,” explained the     From the East
                                              PromonLogicalis executive.                    Another initiative under operation
                                                 Sofiatti believes that the Innovation    in Brazil was developed by NEC. In
                                              Center’s main benefit is “being able to     fact, every showroom created by the
                                              abandon PowerPoint presentations,”          company’s global branches is inspired
                                              in other words, making technology           on Innovation World, located in
“The main benefit from
                                              more evident, going beyond the simple       Japan. The Brazilian center follows
the Innovation Center is                      graphic presentations in the attempt        the template from headquarters, with
being able to abandon                         to convince the client. “Another thing      a few characteristics adapted to Latin
PowerPoint presentations”                     is to pick-up the telephone, call from      America business the Japanese and
— RICARDO SOFIATTI, FROM                      one extension to the other and observe      Brazilian company product and service
PROMON LOGICALIS
                                                                                                                             21
1   BUSINESS




    portfolios are different and aligned to       equipment, including media gateways           showrooms, the integrator takes those
    each market.                                  and network core routers, most of them        who are interested to the datacenter
       NEC’s showroom exists since the            manufactured by Cisco.                        that supports one of its main products:
    company moved to the capital of São              Over the last few years however, the       CaaS, a unified communication and
    Paulo and started acting as solutions         structure has not been much used for          collaboration managed service.
    integrator. It is 500m² of area, in which     business purposes. “Usually we invite           “The only difference to the HCS
    it is displayed IP telephony solutions,       clients when it is necessary to perform       (Hosted Collaboration Solution) is
    individual videophones, cameras,              tests or to demonstrate a particular          that, at CaaS, Cisco itself assembled the
    projectors, displays, customized rooms,       feature,” explained Soares. Over              datacenter, and not Damovo,” explained
    collaboration tools and management            the last few years, the company has           the CaaS business unit manager of the
    software.                                     worked closely with one of the major          integrator, Carlos Elias. Damovo goes to
      “The showroom does not have the role        Brazilian service providers, a relationship   the client, builds the network and does
    only of attracting new clients, which         that demands greater technical use of the     all the necessary integration. Finally, it
    in fact occurs, but it is also an area        laboratory, and that explains the decrease    connects to the Cisco datacenter,” he
    that states NEC’s role in society and         in its use for business purposes for the      explained.
    reinforces the brand locally,” explained      obtainment of new clients. “The team is         The CaaS goal is to provide simpler and
    André Eletério, the company’s                 certainly interested in increasing its use,   cheaper collaboration and communication
    marketing manager.                            in other words, if it creates benefits for    tools, with which the client acquires
       In mid-2012, the company performed         new businesses and new clients,” said         the resource per user. Available since
    a major remodeling of the showroom,           Soares.                                       May/2012, the infrastructure supporting
    updating the layout to make it more                                                         the service is distributed between two
    appealing. The idea was that, as              Data center                                   processing centers, in Barueri (SP) and
    the company’s and the partners’                  Another company, which invests in          in Uberlândia (MG).
    technologies change and evolve, the           the contact between the potential client        “Every client that has closed a deal
    arrangement and permanence of the             and the solution before closing the deal,     with us wanted to visit the datacenter,”
    solutions are renewed. “It is an area         is Damovo. However, unlike traditional        Elias affirmed. “This is where we
    in constant change,” explained the                                                          demonstrate every kind of redundancy,
    executive.                                                                                  the safety measures and availability. It is a
                                                                                                way to demonstrate that the solution is
    Laboratory                                                                                  reliable and, in general, the client leaves
      “Demonstrating to the client that a                                                       the center feeling extremely secure.”
    concept is feasible is essential,” stated                                                     Besides the visits to the datacenter,
    the Italtel technology director, Rafael                                                     Damovo has, at its headquarters in São
    Soares. The Italian company has a                                                           Paulo, terminals connected to CaaS, which
    laboratory in the capital city of São                                                       are used in demonstrations to potential
    Paulo focused on IP telephony solutions                                                     buyers. Calls are made from the company,
    focused on telecommunication service                                                        in particular video calls, and through the
    providers. “It is not a traditional                                                         datacenter support service. The system
    showroom, such as the demonstration                                                         is also demonstrated on mobile devices.
    center. It is a laboratory where the client                                                   “It is still a very simple demonstration.
    can, whenever necessary, make or watch                                                      In the future we intend to present
    demonstrations.”                                                                            telepresence resources. We want to
       The laboratory exists since 2001,          “In general the client                        call every branch through CaaS, and
    when the company started its activities                                                     have clients at the Rio de Janeiro and
                                                  leaves the center feeling
    in Brazil, and it had the purpose to                                                        São Paulo branches hosting video calls
    allow tests to be conducted by clients.       extremely secure”                             between them,” reported the Damovo
    It has, in particular, infrastructure         — CARLOS ELIAS, FROM DAMOVO                   executive.  •
    22
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1   BUSINESS




                        SIZE DOES
                        METTER HERE
                        S
                                mall and medium-sized                Focused on these organizations,
    Cisco develops a            businesses represent the           Cisco developed a special strategy,
    strategy to serve           largest employers in several       which started with the hiring business
                                countries. These businesses        director, Ms. Plihal, to head the SMB
    companies with up   are also those that need specific          area; including the new product area
    to 99 employees     technology service and solutions           and finally, business models that
                        the most, in formats adjusted to their     are differentiated and compatible
    and relies on its   budgets, size and payment capacity.        with the client’s profile; all including
    partners, in        Just so you can have an idea, in Brazil,   international support from the
                        micro and small businesses (SMBs)          Worldwide Development and Sales
    particular the      generated approximately 70.2% of the       President, Robert Lloyd (see more on
    distributors, to    registered jobs in April/2012, pursuant
                        to numbers of the General Registry of
                                                                   page 28).
                                                                     According to Ana Claudia, the
    increase business   Employed and Unemployed Workers            decision of reinforcing the specific
                        (Caged) of the Ministry of Labor and       area to business with SMBs comes
                        Social Affairs (MTE).                      from a general observation of the


    24
entire business structure that Cisco         from the “boutique” template, designed
had, observation that demonstrated
the difficulty of acting in a macro level
                                             for major corporations, and moves toward
                                             mass access to technology, exploring the
                                                                                          6 SMB PORTFOLIO
along with a segment that requires a         best practices already implemented
more advisory service.                       around the world.                            The new solution provides:
  According to Ms. Plihal, the decision        In other words, Cisco wants, in
to reinforce the specific area for           the long run, to serve as the base             • An access point
business with SMBs comes from a              of the pyramid, preserving the                 • Manageable and stackable switch
general observation of the entire Cisco      major contracts kept with the apex.            • VPN Router
business structure, an observation that      Therefore, Cisco announced, in late            • IP Telephony
demonstrated the difficulty of acting        November, along with the creation of the       • IP Video Surveillance
at a macro level, along with a segment       SMB strategy, a portfolio of specific          • UC Manager
that requires a more advisory service.       products for this public.
  “Looking at the current structure,           “This new client has the benefit of
Cisco’s business area is huge, ranging       motion and of reducing physical space,
from major corporations to the challenge     but requires a connection and needs to     performance, something that cloud-
of providing products to companies with      access voicemail, make telephone calls     based solutions fully meet,” Ms. Plihal
2 to 99 employees – a small business         and send and receive videos with high      pointed out.
under Cisco’s classification,” observed                                                   The new solution offers access points,
Ms. Plihal.                                                                             a manageable and stackable switch,
                                                                                        a VPN router, unified communications
Business reorganization                                                                 manager (UC) and IP telephony with
 Using this observation as starting                                                     specific functionality and architecture
point, Cisco initiated a process of                                                     for the SMBs. Everything integrated
organizing the service for SMBs, oriented                                               to analog adaptors and enabling the
by the most prominent characteristics in                                                implementation of IP-based video
this market segment: it requires mobility;                                              surveillance.
it has high employment rates; presents                                                    For Cisco partners, supported by the
low technology-friendly rates; chronic                                                  distributors in which the company relies to
productivity and flexibility problems                                                   increase business; the solution is already offered
and fast response to demand.                                                            with a set of good practices for pre-sale, sale and
  “Another point is that most of the                                                    implementation. “The line is appropriate
small and medium-sized businesses                                                       for the market sector that requires an
already explore the e-commerce and                                                      internet access link, safety control and
social networking benefits,” stated                                                     connectivity,” stated Ms. Plihal.
Ms. Plihal, when concluding that it is       “This is the area                            Cisco’s goals for this small and medium-
a segment that demands increasingly                                                     sized business area (SMB) are very
                                             presenting higher growth
technological solutions, in particular                                                  ambitious and will change the market’s
regarding connectivity.                      in Cisco’s business”                       configuration over the next 3 years, she
  Thus, the new Cisco business area is far   — ANA CLAUDIA PLIHAL, FROM CISCO           said. •
                                                                                                                                     25
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
1   COVER



    CISCO, GREEN AND YELLOW




    Robbert Lloyd,
    Cisco’s President
    for global sales,
    reveals the
    company’s belief in
    Brazil, he also
    comments on the
    European
    economic crisis
    and its impacts on
    the global
    economy, and
    makes the             authorities in order   sporting events as a
    company’s             to build the           way to support the
    resources             infrastructure         economy’s growth
    available to          required not only to   and the new
    Brazilian             host the major         market demands

    28
A
           mong those recommended
           for the position as Cisco’s
           global CEO, Robert Lloyd,
           the current President for
global sales inaugurated, in Septem-
ber, the production of Cisco routers
in Brazil. During his visit, Mr. Lloyd
spoke to Live Magazine about local
manufacturing, the plans regarding the
launch of new technologies and the
company’s growth in the country. He
pointed out the good image that the
Brazilian subsidiary and the country
have in the global operation of the
company and stated that, among the
actions, which have already been de-
fined, there will be an increase in the
production of equipment, the con-
solidation of partnerships and strong
investment in the relationship with       “There is no doubt that Brazil plays an important
state and federal governments, with       role and is one of the Cisco’s long-term investment
telephone service providers and cor-
                                          plan. We have plans for local manufacturing,
porations. Follow the main points of
the interview.                            innovation, server excellence, and my expectation
                                          is that this market will grow faster than expected”
  LIVE MAGAZINE: What have                —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT
been the investments made by Cis-
co in Brazil so far, and what are your
future plans?
  ROBERT LLOYD: Brazil has always         in Rio de Janeiro, where we will be able   th Africa, Beijing and London. Un-
been a focus point to Cisco. Recently,    to demonstrate the innovations in the      questionably, we have the capacity of
we dedicated a specific investments       fields of health, education, urban de-     providing the best infrastructure. We
package to expand our local presence      velopment, sports and entertainment        have more experience than any other
and stimulate national development.       and public security; investments in a      company, and we will do a better job
We have already made large invest-        venture capital fund focused on IT, di-    than we did in London; since, by 2016,
ments in the training of our teams; we    gital communications and economy, in       the complexity will be greater and we
have reinforced our relationship with     the expansion of local production – as     will have more videos and content. We
partners and clients; and we are inves-   mentioned before – and on intellectual     want to bring professionals with expe-
ting in infrastructure. With regards      property agreements with Brazilian         rience and know-how in events such
to local production, we have already      entities for the joint development of      as these to help Cisco’s team in Brazil.
manufacture setup boxes and we are        innovations to better serve the market.
about to begin manufacturing of one       We are very optimistic.                       CLM: In which way do these spor-
of our main product lines, routers. We                                               ting events orient the company’s in-
will soon provide for the manufactu-        CLM: Has Cisco been working on           vestmentss?
ring of switches locally.                 any project for the World Cup and             ROBERT LLOYD: We We consider
  The main four pillars on which our      the Rio de Janeiro Olympic Games?          these huge events as great opportuni-
investments are based over the next         ROBERT LLOYD: When we talk               ties to influence the Brazil’s develop-
few years revolve around the inaugu-      about these sporting events, we always     ment; however, I do not think that they
ration of the Cisco innovation center     bring the experience we had in Sou-        are orienting our investments per se.

                                                                                                                        29
1   COVER



    Obviously, the manner in which we            “We lead and maintain our market share; in the US.
    look at the opportunity will deter-
    mine which company will build the            For example, we are the second largest player in the
    entire infrastructure required, and we       blade segment. We have maintained our share at
    certainly have the best tools to, for ins-   15.2% regarding mobility, and we lead the wireless
    tance, execute the connectivity of the
    stadiums for the World Cup. However,
                                                 market, since Wi-Fi is a fast-growing market”
    our major concern is in making sure          —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT

    that the 12 cities hosting the games
    in 2014 will be able to take advantage
    of this infrastructure and that it will
    benefit its residents after the games.       business is currently down, because         nufacturing, research and infrastructu-
    The main objective is to create a long-      people do not know what paths the           re oriented economy. The next Internet
    -lasting legacy for the cities hosting       economy will follow. The continent is       wave will be the Internet of things, not
    the World Cup and for Rio de Janeiro         officially in a recession, especially the   only connecting mobile phones, TVs and
    after the Olympic Games.                     southern block where the economy            computers, but connecting everything.
                                                 has been the most challenging. We           Well, we believe that a great percentage
      CLM: How does Cisco view                   have also seen a reduction in China’s       of sales will come from Brazil, Mexico,
    Brazil’s position within the current         production, because Europeans and           Russia, India and China. We have a plan
    global economy?                              North-Americans are consuming less.         for 2016, when we believe that the glo-
      ROBERT LLOYD: I believe that the           However, despite this, networks have        bal economy will be normalized, and we
    Brazilian economy has been impac-            never been such a relevant subject. The     also believe that, at that time, Brazil will
    ted by the slow rate of growth in the        Internet has been helping, for exam-        continue growing somewhere between
    global market, in particular the drop        ple, consumers to deal with market          4% and 5% per year.
    in consumption from the Europeans.           challenges, and we see the adoption
    However, on the other hand, this is          of cloud computing as a strategy to            CLM: The lack of qualified ICT la-
    one of the causes for the investments        reduce costs. In the entertainment          bor is one of the challenges in Brazil.
    made in its domestic industrialization,      market, we believe in the video seg-        What is Cisco’s strategy in this area?
    and the reason for Brazil’s growth over      ment and, we definitely have an eye            ROBERT LLOYD: There two points
    the last decade.                             on the telecommunications sector,           to this question; first of all, we work
      There is no doubt that Brazil plays        seeing great opportunities in mobili-       with the academies that initiate young
    an important role and that it is one         ty. Despite the crisis, people want to      people in technology. One thing that
    of Cisco’s focus of long-term invest-        consume technology, and this is an          has been very successful, and that
    ments. We have plans for local manu-         advantage for Cisco, because we find        already includes over 30,000 students
    facturing, for investments in innova-        ourselves in a good position. As soon       is the NetAcademy program. I also
    tion, and two major events over the          as the crisis is controlled, we will be     believe that we will have to intensify
    next few years. My expectation is that,      ready to meet the demand in strategic       the work with our training partners and
    on average, we will grow twice as fast       areas, such as datacenters, mobility,       our partnerships with universities in
    in Brazil than in any other economy.         collaboration and video, and focus          order to have increasingly more people
                                                 on the sale of solutions.                   inserted in the trainee programs. I
      CLM: What are the company’s                                                            would like to continue hiring these
    challenges in face of the global eco-          CLM: Can emerging economies               more qualified individuals, because it
    nomic crisis, which has particularly         guarantee that company growth will          is important to have younger talents
    affected European countries?                 be maintained in the short and me-          in the company.
      ROBERT LLOYD: Europe is a major            dium terms?
    challenge, because its governments             ROBERT LLOYD: We are making the-             CLM: What are Cisco’s main ver-
    are having trouble dealing with the          se investments because there is no better   ticals in Brazil?
    economic crisis. This is the first point.    opportunity than in emerging countries.        ROBERT LLOYD: Government is
    The second point is that confidence in       Brazil has 200 million people and a ma-     one of the growing segments, and we

    30
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
Cisco Live Magazine ed. 9 (English)
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Cisco Live Magazine ed. 9 (English)

  • 1. > 4th quarter 2012 | issue 9 Cisco, Green and yellow The Global Sales President kicks off a series of investments in the country Robert Lloyd, President of Global Salest SUPPORT BUSINESS CLIENT’S VOICE Teams receive training in Cisco focuses on High performance keeping communications SMBs using vertical networks connect operating in disaster solutions and both new towers at the areas business strategy Palmeiras Soccer Club 1 CISCO PARTNERS GUIDE INCLUDED
  • 2. Andeloce.com Soluções Cisco para Pequenas e Médias Empresas Produtos que possibilitam a melhor comunicação, conexão e segurança Telefones - IP SPA 525G2 Roteadores - RV180 Switches - SG500-52P Access Point - WAP121 A Cisco ajuda as empresas a enfrentar os desafios tecnológicos. Soluções de rede sem fio, infraestrutura de rede e comunicação unificada. Visite a página de Lançamento da Linha Cisco para Pequenas e Médias Empresas e saiba como podemos ajudá-lo a resolver sua crise tecnológica. www.cisco.com.br/desconectadosanonimos 2
  • 3. 1 EDITORIAL SUMMARY SHORT ARTICLES 04 Emergencies T he disaster response team keeps communications operating in disaster areas A STEP FORWARD 06 Metro Ethernetchallenges service providers A n event held in São Paulo, concludes that technology still I f there is a way to translate a company’s level of commitment with the ALLIANCES economy in which it is inserted, this interpretation must be based on the investments it makes. A step that made us very proud in 2012 and 08Channel Programstrength due to Cisco’s T he initiative gains growth in Brazil that culminated with Robert Lloyd’s visit, Cisco’s Vice President for Global Operations, to inaugurate the router production line. 10 Live!event reaffirms the brand’s presence in T he Mexico Latin America We are proud, not only about the investments announced, but also of the consistency of the growth plan designed by Cisco in Brazil. 12Majorjoinscreate competitive solutions C isco manufacturers united makers to major software and hardware The project, as announced, includes the manufacturing of equipment, investments BUSINESS in RD and in alliances with Brazilian companies, sustainability actions, such as the training of low-income young apprentices, besides other initiatives structured 16 Endurance E xecutives tackle the most difficult mountain bike challenges in the country with our partners nationwide. In an interview to LIVE Magazine, Lloyd guaranteed that this is not a spur of 18 Market andpresent their strategies towith D Share istributors maintain increase their business attract, the moment thing, but a long-term commitment and that we are ready to proceed resellers and contribute to the sustainable growth of the economy. Our focus will not be restricted to the major telecommunications corporations or service providers. 20 Showroom showroomssolutions more P artners use demonstrations to make and technical We are also making efforts to support small and medium-sized businesses, as appealing and increase the number of clients well as innovative initiatives and new technologies, whether they are headed by Cisco, its global partners or even by the local projects. 24 Small Businesshave up tobusiness with T he strategies to increase companies that 99 employees In terms of alliances, this issue contains the Cisco Partners’ Guide, a new idea from the Marketing department to help identify the companies working along 28 COVER Robert Lloyd,that Brazilglobal I NTERVIEW: Cisco’s with our brand. Vice President, believes will maintain its investments and will continue to The special section lists Cisco’s partners in the following categories: Distributors, grow even after the upcoming major sports events Business Partners, Training, Managed Services and Strategic Alliances. The guide can be found in this issue and also by electronic means, such as the 32 Cooperationrevenue with its partners C isco shares in order to stimulate the growth of unified Internet, tablets, and Smartphones. communications Another facilitator to our local business. Finally, on behalf of the entire Cisco Brazil team, I’d like to celebrate and share 34 Telemedicine service to all and T echnology improves speeds up processess this incredible year with our clients and partners and wish you all a new year with THE CLIENT’S VOICE even more achievements. 36 Unified Communications its platform T he Sicoob Trentocredi replaces analog telephones with the Cisco/Intelbras Enjoy your reading! 38 Highnew towers atnetworks will integrate H performance igh performance both the Palmeiras Soccer Marco Barcellos Club CONNECTIVITY 40 Retail C isco presents solutions for Varejo 2.0 42 Themarket test, in house, what they offer to I shoemaker’s children… ntegrators the CISCO LIVE MAGAZINE IS A PUBLICATION OF CISCO DO BRASIL INFRASTRUCTURE TEAM RESPONSIBLE Editorial Board Copywriting officer Art CISCO DO BRASIL President Rodrigo Abreu Adriana Bueno, Carolina Morawetz, Isabela Polito, Isabella Micali, Jackeline Carvalho, Kiki Gama, Mariana Fonseca, Monica Lau e Jackeline Carvalho Reporters Jackeline Carvalho Marcelo Vieira Marcelo Max Cover 46 2012presents solutions, discusses trends C isco FUTURECOM and announces partnerships Marco Barcellos Mayra Feitosa Glenn Douglas Engineering Officer 49 Datapartners team is dedicated to the UCS Marcelo Ehalt Production Review Desktop Publisher Center Comunicação Interativa Editora Comunicação Interativa Intergraf Channels Officer Press Service N ew Eduardo Almeida Journalist in Charge In Press Porter Novelli Jackeline Carvalho Prints Marketing PR Officer MTB 12456 Translator 5000 exemplares Marco Barcellos Amanda Dardes 3
  • 4. 1 SHORT ARTICLES IN CASE OF Incident Response Teams (DIRT), which operate satellite-based easy- to-assemble network equipment, in EMERGENCIES ... addition to advanced technologies – such as 3G, switching and VoIP, among others – and Cisco ... the Cisco Brazil disaster response emergency vehicles (or NERVs). These volunteers, which are company team is ready to keep communications employees, are trained to provide operating in disaster areas assistance in disaster areas. In the US there are teams on the East and West Coasts. “Helping in incidents around the world with only two teams was difficult,” said Tiago Silva, a TacOps member and in charge of coordinating the DIRTs. “We then created an international expansion program in key areas of the world in order to meet the requirements faster, and also to facilitate matters from a cultural point of view.” The first international team was created in 2010 in China. Then, in December/2011, another two teams were created in Europe (United Kingdom and Russia). Earlier this year, Tiago Silva came to Brazil with the purpose of creating and training the South-American team, with headquarters in São Paulo. The Brazilian team will provide support DIRT volunteers from Brazil learn how to operate the emergency communication kits to incidents occurring in Brazil, in other South American countries and, W ith the arrival of Fundamental in establishing if required, in Central America. s ummer and the communications between the affected The required infrastructure was rainy season, certain areas and the rescue teams, services established at Cisco Brazil headquarters areas in Brazil have to such as internet and telephony, can so that the Brazilian team’s equipment keep an eye on the possibility of make the difference when it comes can be operated: four routers and two natural disasters, such as floods and to saving lives. With that in mind, in portable emergency communications landslides. Tragedies such as the one 2002 Cisco created TacOps (Tactical kits. Among the volunteers in Brazil that affected the mountain regions of Operations Support), a team of are employees from all departments, the state of Rio de Janeiro, in early volunteers that keep voice and data including directors and technicians. “It 2011, causing over 900 deaths, are communications operating during is important that people acknowledge responsible for a series of difficulties tragedies, even at the most remote and promote the existence of this group. not only to the population, but also areas on the planet. The next time a disaster occurs, the to those working in the rescue and The TacOps team is responsible organizations needing our assistance assistance to the victims. for managing Cisco’s Disaster • will be able to request it,” added Silva. 4
  • 5. 5
  • 6. 1 SHORT ARTICLES METRO ETHERNET STILL CHALLENGING SERVICE To Cisco, telecom companies must plan their migration observing the quality of the new services being provided D uring MEF (Metro Ethernet both services. “However, the scenarios Forum), held in October in are challenging and different; Wi-Fi, for São Paulo, Cisco, Calix and example, makes use of a non-exclusive DragonWave executives, frequency, therefore, you tend to suffer among other market leaders in the more with interferences,” he added. Carrier Ethernet market, presented In terms of migration from traditional the technology trends to the service networks (TDM) to the Metro Ethernet, providers and, among the technical Moura affirms that operators need to invest issues, presented the challenges to C in networks and provide quality services. manufacturers, telecommunications “The TDM networks are easy to operate, M providers and professionals. always responding well to the services and Y According to Emerson Moura, one to performance management issues. So, CM of the MEF leaders and Cisco solution when providers start looking at the Carrier “In 2016, the Metro MY architect, the Carrier Ethernet provides Ethernet world, they need to think about the • CY billionaire opportunities. “In 2016, the Ethernet market may delivery of a quality services,” he observed. CMY reach US$ 48 billion K in technological and service sales” — EMERSON MOURA, FROM CISCO market may reach US$ 48 billion in revenue, not only in terms of technology, but also in services. This is an area that grows with the increase of data traffic,” he pointed out. In terms of the technological scenario, Marcelo Sena, pre-sales manager at Calix and Fabiano Chagas, product line manager at DragonWave, highlighted the use of Carrier Ethernet 2.0 and networking trends such as Wi- Fi and Small Cells. Sena considers that “Wi-Fi uses a non-exclusive the 2.0 mode “adds services, such as “Metro Ethernet is agnostic frequency; therefore, granularity for mobile backhaul,” and technology, which adds that Metro Ethernet is agnostic allows several means you tend to suffer more technology, which allows several with interferences” means of interconnection. Chagas of interconnection” —FABIANO CHAGAS, FROM DRAGON WAVE affirmed that there’s a user demand for —MARCELO SENA, FROM CALIX 6
  • 7. A Fundamentos desenvolve e implementa projetos sob medida no formato de “Turn Key”. Realizamos todos os serviços ligados as áreas de: Infraestrutura Sistemas de Monitoramento Rede Elétrica Vídeo Conferência Rede de Telecomunicações Construção e Normatização de Data Center Cabeamento Estruturado Metálico Projeto de TI/Telecom Cabeamento Óptico Sistema de Detecção e Combate a Incêndio Wireless Indoor e Outdoor Equipe d Técnicos Residentes Controle de Acesso LAN Switching Telefonia IP Outsourcing Entre em contato conosco: (12) 2139-6600 Endereço: Av. Francisco José Longo, 1612/1614 fundamentos@fundamentos.com.br Vila Bethânia - S. José dos Campos - SP www.fundamentos.com.br
  • 8. 1 ALLIANCES A PASSPORT TO CISCO’S WORLD Channel program gains strength with the growth of the company in Brazil; evolution must prioritize emerging technologies A t a time of increased business is, the greater is the incentive profitability is even higher. “Actually, investments in the Brazilian offered to make the sale, according to what we do is encourage the partner to and its market share, Almeida. add value and knowledge to the offer,” one of Cisco’s pillars of One example: if the partner sells a explained the executive. performance in the country is of even switch, he receives a certain percentage greater importance: the channels. After as an incentive. If the sale, besides the Partners all, it is one of the few companies switch, includes security or video Currently, approximately 3,500 whose market model is fully based on resources and collaboration, his partners are in business with Cisco. channels; the manufacturer’s business Our profile is quite broad, ranging model is totally oriented towards from resellers and distributors to partnerships. system integrators, ISVs (Independent Within this perspective, the incentive Software Vendors, who sell programs emerge as tools that applications integrated to the network’s provide the business partner with an infrastructure) and datacenters, besides opportunity to increase its profitability. companies that use technology as a Cisco preserves the channel’s margin, secondary business. offers recognition and uses financial In the latter group, we find factors as its means for building loyalty. constructors, for example, which “Our channel partnerships play a along with Cisco, are able to integrate fundamental role, since Cisco’s business technologies for smart buildings, model is based on indirect sales,” industrial automation, among other explained Eduardo Almeida, channels applications.. director of Cisco Brazil. “The financial There are also specific programs for health and profitability of our partners distributors, which are not focused on are fundamental to us. Our partners the direct sale to the client. In these need to profit while conducting “The financial health cases, the recognition takes place by business with Cisco,” he added. and profitability of means of the number and size of the Cisco’s recognition program divides resellers served, besides the frequency the channels by the generation of our partners are in which inventory is replacement and business and sales with added value. fundamental to us” the increase in the number of new The more complex our partner’s — EDUARDO ALMEIDA, FROM CISCO clients, among other parameters.. 8
  • 9. Almeida explains that there are to also provide good service to the different performance indexes, but end customer. We wish to be well 6 THREE LEVELS that “we also recognize the distributor, represented. Our clients are quite differentiating and providing funds and selective; therefore, our partner needs business advantages so that they can to be consistent,” the executive added. The business relationship feel motivated to work with Cisco”. categories with Cisco: Horizons Certifications “The pillar for Cisco’s channel ASSOCIATES Certifications, in Cisco’s opinion, are program does not change,” Almeida When generating a new fundamental elements in its relationship replied, when asked about the future of business, the partner with the channels. “They differentiate partnerships. “Our target is profitability, receives credit over the an opportunistic partnership from a to help our partners to earn more.” value transaction strategic one,” pondered Almeida. According to this logic, and as the “With certification, the partner products are sold by the company SALES WITH ADDED VALUE establishes a closer relationship with and the manner in which they are The partner who works Cisco.” used by the client evolves, the along with Cisco’s teams The executive explained that it is programs will become more focused in the design of strategic essential that the specialized partner on emerging technologies, including plans, pre-sale actions, obtain certification, acquiring the cloud computing, consumerization, the implementation privilege of selling certain products. etc. “Encouraging our partner to play of solutions, etc The VIP, for example, offers conditions a more relevant role in this evolution is of up to 20% in compensation, a quite interesting,” affirmed Almeida. VIP percentage that can only be achieved “Channel programs in business Associated to the sales with certain levels of certification in applications, in which the partner of complex solutions the sold architecture. would have greater profitability by and architectures, with “This is one of Cisco’s concerns: adding knowledge to the level of a longer sales cycle application and to the network layer. and higher investments Evolution takes place in this fashion.” • made by the partner 9
  • 10. 1 ALLIANCES LIVE! MEXICO EXHIBITS CISCO’S STRENGTH IN LATIN AMERICA The event was in his debut as Latin America leader, 6,300 through partnerships – besides visited by over did a great job in allowing relevant debates with clients and partners, 25 offices. • to continue positioning Cisco as 3,300 people; the leader in the region, allowing for the focus was on the transformation of the experience 6 NUMBERS of countries, governments, clients services rendered and citizens in partnership with our CISCO LIVE! MEXICO to sectors such as ecosystem,” declared Cisco’s Latin NUMBERS America marketing officer, Javier health, education Camacho, emphasizing the success 05 Verticals were the target of and government of the event. lectures and trainings This attention that Cisco dedicates C ancun, a Mexican tropical to Latin America has a clear purpose. 125 Cisco executives paradise, was the City After all, with the economic attended the Symposium chosen to host the 2012 uncertainties in Europe and the Cisco Live! Mexico. The weak recovery in the United States, 130 Sessions event, held in early November, the region became the company’s received more than 3,300 visitors focus of growth, with Brazil as the 225 Decision-making from 32 countries to discuss how the spearhead. The company recently executives took part in the company’s technologies – including announced investments in the management program routing, switching, collaboration, sum of R$ 1 billion over the next video, BYOD and others – can make four years in the country. Over 60 Cisco product and solution sectors such as health, education, 30 thousand professionals linked demonstrations government, manufacturing and to the company in Latin America – finances more efficient in Latin America. These five verticals were the theme for debates during the symposium, in which more than 125 company executives attended, in more than 130 sessions. A training program was also offered for IT managers, which included the participation of 225 decision-making executives. 60 Cisco product and solution demonstrations were presented, with the clear purpose of increasing companies’ earnings and productivitys. “Rogelio Velasco, as VP host of Cisco Live! Mexico, and Jordi Botifoll, Cisco Live! Mexico gathered 3,300 visitors in the City of Cancun, Mexico 10
  • 12. 1 ALLIANCES CISCO AND PARTNERS: A BOUNTIFUL HARVEST VMware, Panduit, EMC, Verint, Furukawa and Fluke Networks are some of Cisco’s strategic alliances. Together, the companies have led areas and conquered new trends in the global market M obility, convergence and presence in this segment due to its virtual environments have activities with plant floor devices and changed the dynamics in robots, which require an IP port – our the corporate sector in the DNA,” affirmed Almeida. world and, according to a research According to Carlos Gustavo Werner, carried out by Gartner, up to 2015 it will Cisco’s datacenter business development “When we see become priority matters to the CIOs. manager, the focus, besides relying Eduardo Almeida, Cisco’s channels on partnerships, is to build strategic opportunities the in officer, reveals that, keeping an eye in alliances, such as the VCE joint Brazil, such as demand this process, the company has been venture (VMware, Cisco and EMC). “I for infrastructure, ready for market changes for decades, believe that the concept sold by these time invested in alliances with players companies, both in virtualization, cloud public safety and from different segments to conquer computing and solution development, major events, we bring leadership in new performance areas. benefit the market,” added Werner, the partnerships that “In During the fiscal year of 2012, when mentioning the Vblock solution. our presence in the area of automation, “This product synthesizes our alliance, can help the most in for example, was higher than 80%. This since it integrates cloud computing, solving “problems” and result reflects the strategic investment networking and servers in the same provide opportunities” in alliances made with companies such package.” — EDUARDO ALMEIDA, DA CISCO as Fluke Networks, which has great Almeida also added that the 12
  • 13. Reduza o tempo de Inatividade e tenha maior visibilidade e controle de sua infraestrutura com soluções Panduit As soluções Panduit para Gerenciamento da Infraestrutura em Data Centers (DCIM) possibilitam que sua empresa gerencie visualmente a conectividade da rede em tempo real e rastreie os ativos de TI em instalações e escritórios remotos em qualquer lugar do mundo. A maior visibilidade das informações relevantes da rede ajuda a minimizar riscos, reduzir o tempo de inatividade e obter vantagens operacionais As soluções de hardware inteligente PViQ™ potencializam a solução ao incluir gerenciamento remoto de mudanças e ampliações e ao rastrear todos os enlaces e equipamentos da rede. Minimize o Risco de Tempos de Inatividade • Resolva problemas de conectividade da rede, de forma 80% mais rápida em relação aos sistemas não gerenciáveis, utilizando o software PIM™ para Gerenciamento da Infraestrutura • Identifique a localização física exata de um acesso não autorizado à rede com agilidade até 90% maior se comparada à ausência de um sistema IPLM Reduza Custos • Realize mudanças e ampliações com precisão e rapidez superior em 75% do que nos sistemas não gerenciáveis • Consolide as soluções de gerenciamento para camada física, energia e gerenciamento ambiental na plataforma única do software PIM™ Melhore a Capacidade da Rede e a Colaboração • Melhore a colaboração entre pessoas, processos e sistemas, através de interconectividade confiável e de alta performance entre os sistemas de gerenciamento de rede e as aplicações • Gerenciamento baseado na web para acesso local e remoto via um navegador web Faça o download do folheto sobre o Software PIM™ em http://ittybitty.bz/PIM1 Para mais informações: Visite o site www.panduit.com/software, envie um e-mail para info@panduit.com.br ou ligue 55-11-3613-2353
  • 14. 1 ALLIANCES partnerships take place in different can help the most in solving “problems” strategic and a proof of this is our joint manners, such as with the injection and provide opportunities,” concluded venture, which became a company. In 2009, of capital or the joint development of Werner. the concept of converging infrastructure solutions. “We understand the strength Performance with partners was developed. We decided that it would be of the company, which comprises Cisco’s portfolio is broad regarding worthwhile to enter this market, and then, Cisco’s solution and its importance to its global partnerships, and with some VCE was created,” the executive explained. the client, and we combine them,” he companies the partnership dates back The Panduit strategic alliance manager, said. more than 10 years, which is the case Mark Hwang, said that the relationship The channel area, in the executive’s of Panduit, EMC, Fluke Networks between the companies included opinion, is strategic in this composition, and Verint, which act, strategically, cooperation from the engineering and since it is responsible for the alliance in several areas with and for Cisco, strategic departments. “Panduit and between partners to act in sectors of complementing solutions, services and Cisco develop solutions for physical high demand, such as infrastructure even architectures. infrastructure and architecture for the and major events. “When we see “The main incentive to invest in these implementation of Cisco’s technologies. opportunities, such as demand for alliances is the market’s dynamics, We have cooperated in the launch of the infrastructure, public safety and major which purchases and is filled with Catalyst and Nexus platforms and we are events, we bring the partnerships that solutions that make business evolve. In sponsors of the Networking Academy, the case of strategic partnerships, such which trains students to design, build as VMware, EMC, Furukawa, Panduit, and perform network maintenance. among others, each company intends to With this, we gain further knowledge supplement the offer to better serve our on the applications and technologies clients,” reports the channels officer. that our clients implement in their IT For Jim Daves, sales’ officer in Latin environments and our know-how in the America for Fluke Networks, the application layer, in network platforms, performance in partnership exercises processing and storage, provide better two strengths: partner and integrator. solutions for the physical infrastructure “We are partners in the development and architectures.” and build testing equipment that Our partnership with Verint began communicate with Cisco’s devices, but in 1998, when the company manufactured we also train Cisco partners, a long-lasting its first voice recorder and started installing relationship that has helped us perform the systems for Cisco’s clients, acting as a certification work of the copper, fiber and technology partner. Currently, Verint is wireless facilities and has benefited Cisco a member of Cisco Developer Network “In 2009, when the with the physical layer – infrastructure (CDN). “Due to the investments in the concept of converging that, if not placed in good hands, partnership, we not only make sure that degrades the equipment’s performance,” our technologies interoperate as our infrastructure was he reported clients expect, but we also cooperate created, we decided With EMC, the relationship is also by providing new resources that would that entering this market long lasting and Welson Barbosa, cloud not be possible if the companies would be worthwhile and business director in Latin America, continued working individually,” the so VCE was created” affirms that Cisco is one of the most company declares through its press strategic partners. relations departmentes through its — WELSON BARBOSA, FROM EMC “Cisco’s development of solutions is press relations. • 14
  • 16. 1 BUSINESS FROM WORK The Cisco ABR Comstor team was formed by Cisco Brazil’s director of operations, Marcos Yamamoto, TO SPORTS Cisco Capital’s accounts manager, Caio Raymundo, and Cisco Brazil’s president, Rodrigo Abreu. The team’s main goal was to do something good: Cisco Brazil executives face one of the most the company donated computer difficult mountain bike tests in the country and equipment to the schools in the region. But of course this was not the only thrill give a lesson in teamwork during the competition. “After months of training and T he greatest mountain bike Diamantina, in Bahia. During one week expectation, it is now time to ride the challenge ever held in the in September, teams of two (formed trails using individual skills and qualities, Brazil: this is how the Brazil by the relay between three members always keeping in mind that we are a team,” Ride organizers define the of each team) compete, the 2012 issue Yamamoto wrote in the daily journals 600 km competition of mountain, of Brazil Ride had a corporate category during the competition. “Brazil Ride, valley and river trails at Chapada for the first time. as well as in most of the projects in our lives, no one can succeed on his own – team members must complete each stage together.” To Cisco executives, participation in the endurance test, during which they had to face extremely dry weather and temperatures, is also an incentive in search of finding the balance between work and one’s private life, and to show how projects of this nature can help communities that need assistance; and also the obvious “endurance” component. “Better than describing the several ups, downs, sand and stones, I repeat Awards ceremony for the 2012 Brazil Ride winners, in Bahia what the Portuguese magazine Bike Magazine wrote: ‘This (stage) is one of Fabio Piva the most difficult things to do on top of a bike,” Yamamoto wrote, referring to the second day of competition, consisting of a 144-km stage. Perseverance was the word used by the executive to summarize the experience after the seven hard days of competition. Even so, what counted the most, were the moments of solidarity during the competition, being in touch with the local community and with nature. “And, we have already registered for the 2013 Brazil Ride,” wrote Yamamoto. Caio Raymundo and Marcos Yamamoto “We’ll see you there!” • 16
  • 17. Garanta eficiência e confiabilidade ao seu negócio. Para obter vantagens competitivas e excelência no atendimento e relacionamento é essencial poder contar com sistemas de comunicações atualizados e eficientes que contemplem recursos como convergência, colaboração e mobilidade. Combine os melhores recursos ao expertise da Wittel em atendimento, consultoria, planejamento e integração e obtenha o melhores resultados. Consulte a Wittel. Conheça as nossas soluções em Colaboração e Comunicações Unificadas, sob medida para o seu segmento. wittel.com • Consultoria de Apoio à Decisão e ao Relacionamento com o Cliente • Collaboration Center • Unified Communications • Gestão de Relacionamento e Eficiência • Qualidade e Produtividade • Convergência • Gestão de Projetos • Serviços Profissionais • Customer Feedback • Soluções de Operações Financeiras • Conference Call
  • 18. 1 BUSINESS THE ICT PIONEERS Distributors present their strategies to attract, maintain and increase business with resellers L ocated in South America, Brazil has a territorial extension of over 8 million km², the fifth largest on the planet, with an economic ranking between 6th and 7th. During this decade, regions that weren’t as developed economically saw change with an increase in consumption by the new lower middle class, which also changed the pace of business, in 2012 and the demanding from companies a higher opportunities investment in ICT (information and already foreseen,” communication technologies). the exec utive An economic behavior that directly emphasized. “our plan is to triple impacts the distribution chain of A member of our turnover, products, since it is necessary for the Westcon Group, and also being them to be available as soon as Comstor, which calls itself the acknowledged possible in different parts of the leader in the distribution of Cisco by Cisco and country; and, distributors specialized products, is about to consolidate a by resellers for in Cisco equipment, are not only fully double digit growth in 2012 and plans our operational excellence and as a acquainted with this demand, but have to continue expanding next year, but partner that adds value to the business,” also established differentiated strategies at a more conservative pace due to affirmed Renato Lovisi, responsible for to attract, maintain and increase their the economy’s behavior, according to the company’s Network Business Unit. business with resellers. Humberto Menezes, general director of The owner of a portfolio with 9,000 Carlos Tirich, Alcatéia’s business Comstor in Brazil. “We continue with a resellers, Ingram Micro accumulated and marketing director, said that perspective of growth, but Brazil’s GDP a 35% growth increase over the last the company intends to practically will probably present a 1% growth, two years. double the 10-member team, directly despite the country being involved in Ingram Micro Brazil’s strategy with responsible for the marketing of Cisco major sporting events,” said Menezes. Cisco’s products for 2013 will be solutions in 2013, precisely due to the In the same fashion, Ingram marked by the expansion of the small new opportunities. “Cisco is one of Micro Brazil, another one of Cisco’s and medium-sized client base, focused Alcatéia’s main investments during distribution partners, is optimistic mainly on the safety and collaboration the following year, due to the growth towards the future of the business: segments, which is similar to what 18
  • 19. Alcatéia is planning. “In 2013, we are considering nearly According to Tirich, the market 50 actions,” affirmed the business accepts Cisco products quite well, and director when reporting that the the distributor has assumed the role as events include road shows, events pioneer in the small and medium-sized with sales executives, training, among businesses market (SBM). Another other actions. factor that has worked to increase business in 2012 was the fact that Benefits Alcatéia enhanced Cisco’s solution In addition to the campaigns for the portfolio. “We gained access to 100% partners, biannual campaigns, target of the products,” celebrated Tirich. promotions with the offer of benefits “The distributor’s project Therefore, the distributor, according for the company or entertainment for is to promote the to Tirich, has invested both to move the professionals, Alcatéia maintains expansion of the channel forward in the market as well as for a channel program called Inovar, its work to be appreciated by Cisco; with 120 registered resellers, with to technology verticals promoting, besides the pre-sale support, biannual goals with bonuses for that are in evidence, nearly 15 events oriented to the value the funds that may be used in the such as big data and segment with the brand’s products. hiring or training of professionals. “In 2013, the resellers at Inovar will cloud computing” also have access to Cisco products,” — HUMBERTO MENEZES, FROM COMSTOR Tirich emphasized. The rendering of services to resellers will be one of the highlights of Comstor, the business to the area of borderless network branch created by Westcon Group architecture, which gathers routers, specifically to operate the Cisco switches and security platforms. brand. “We want our partners to In order to speed up the business, benefit from a services rendering Comstor launched Comstor strategy designed for them,” affirmed Express, an e-commerce service Menezes, when pointing out the that simplifies price quoting, the importance of distributors. “The consultation of inventories and the channel and Cisco are our clients,” he follow-up of online orders. The added. service is available over the Internet Comstor’s project is to promote the and will soon be launched for the “Cisco is among the expansion of the channel to technology iPhone (there are already trial users), three main Alcatéia verticals that are in evidence, such as Smartphones and, consequently, for big data and cloud computing, along tablets. investments for the with the datacenter and virtualization. “This support convenience and following year, due to the According to Comstor’s President, reseller qualification represents growth in 2012 and the the company is investing heavily in a differential,” emphasizes foreseen opportunities” these markets and is already obtaining Menezes. Comstor currently good results, already achieving the maintains approximately 60 people — CARLOS TIRICH, FROM ALCATÉIA same results with the collaboration, focused on Cisco, including marketing telepresence, IP telephony, in addition and engineering. • 19
  • 20. 1 BUSINESS SHOWROOM Integrators invest in showrooms and technical demonstrations to make solutions more appealing and to increase the number of clients PromonLogicalis Innovation Center: demonstration and relationship area N owadays, it is perfectly possible and is being adopted by integrators and The permanent area is located at the to buy a car over the Internet. ICT solution providers. One of these company’s headquarters, in the district The process is simple, fast and companies is PromonLogicalis, which of Itaim Bibi, in São Paulo. It is a big customized: all information has been investing in such an area since meeting room, in which solutions are required is found on the website, usually 2011, when its Innovation Center was displayed so that the clients may test filled with beautiful images and an opened. them. Cisco is the main partner in the alluring language, created to convince In the cutting-edge technological construction of the Innovation Center, the potential buyer. However, one may e n v i ro n m e n t c re a te d by therein we display wireless access think that few customers prefer to visit a PromonLogicalis, and by partners such control solutions (ISE), cooperation dealership personally and feel the smell as Cisco, clients have the opportunity and unified communication solutions, of the new seats, the softness of the to familiarize themselves with the among others. steering-wheel and hear the roar of the products that meet their business needs. The company is also one of Apple’s engine. These solutions are part of the unified corporate partners in Brazil for The test drive made by the majority communication and collaboration, corporate sales, and this condition is of those purchasing cars is therefore videoconference, IP telephony, demonstrated in the Innovation Center: very similar to showrooms. The concept corporate networks, cloud, security, the concept of mobile collaboration has been long used by companies in wireless networks, mobility (BYOD) is demonstrated in iOS devices the real-estate and construction sectors, and managed service portfolios. interconnected to the corporate 20
  • 21. network and accessing tools such as PromonLogicalis made the strategic the Cisco Jabber. These are some of the decision to operate in the large company permanent demonstrations, however market. Up till then, the company’s “depending on the need, we are also focus had been telecommunication able to put temporary exhibits together,” service providers in Brazil, about a explained the PromonLogicalis dozen companies, and with a direct, business and partnership manager well-structured relationship focused for Latin America, Ricardo de Abreu on the clients. Sofiatti. “When we decided to go after the According to the executive, the large companies, we needed a more solutions are usually assembled for efficient way to communicate and “NEC’s showroom does one year at least, and updated at the demonstrate what we were doing, not have the role of only whenever the developer does the same. because PromonLogicalis, the IT and attracting new clients, The advantage of this system is readiness, telecom integrator branch of Promon in other words, at any time the client Group, wasn’t well known at the time, but it is also an area that may visit the area and all features will by the corporate world,” explained states the role of the be ready to be demonstrated. “If the Sofiatti. Thus, the showroom was company in society” client requires a specific demonstration, a perfect fit to the company, which — ANDRÉ ELETÉRIO, FROM NEC we are able to modify the laboratory. As needed to demonstrate its solutions technology evolves, we bring in new and become a well-known brand with resources to the Innovation Center and the target public. also new devices as they are created.” Since 2011, when it was opened, a video automatically popping-up, approximately 50 clients have visited besides being able to share the computer The concept the area, nearly the number initially screen with another person in the same The concept for the Innovation expected by PromonLogicalis meeting. Testing these resources in Center was created approximately and a considerable proportion of person makes for a richer experience,” two years before its launch, when approximately one third of the he stated. company’s 160 active clients. Most The expansion of the Innovation of the current invitations to visit the Center’s physical space is not center are made to companies already PromonLogicalis’ current intention; working with the integrator. The goal however, increasing the number of is, of course, to assemble new solutions. demonstrations and features is a However, the area also has the purpose constant goal, as new investments from of attracting new buyers. “When there the partners increase. “We want to use is a new client, we take the opportunity the area more and more as a relationship to perform a corporate presentation center,” Sofiatti said. about the company, and then moving on to the demonstration,” explained the From the East PromonLogicalis executive. Another initiative under operation Sofiatti believes that the Innovation in Brazil was developed by NEC. In Center’s main benefit is “being able to fact, every showroom created by the abandon PowerPoint presentations,” company’s global branches is inspired in other words, making technology on Innovation World, located in “The main benefit from more evident, going beyond the simple Japan. The Brazilian center follows the Innovation Center is graphic presentations in the attempt the template from headquarters, with being able to abandon to convince the client. “Another thing a few characteristics adapted to Latin PowerPoint presentations” is to pick-up the telephone, call from America business the Japanese and — RICARDO SOFIATTI, FROM one extension to the other and observe Brazilian company product and service PROMON LOGICALIS 21
  • 22. 1 BUSINESS portfolios are different and aligned to equipment, including media gateways showrooms, the integrator takes those each market. and network core routers, most of them who are interested to the datacenter NEC’s showroom exists since the manufactured by Cisco. that supports one of its main products: company moved to the capital of São Over the last few years however, the CaaS, a unified communication and Paulo and started acting as solutions structure has not been much used for collaboration managed service. integrator. It is 500m² of area, in which business purposes. “Usually we invite “The only difference to the HCS it is displayed IP telephony solutions, clients when it is necessary to perform (Hosted Collaboration Solution) is individual videophones, cameras, tests or to demonstrate a particular that, at CaaS, Cisco itself assembled the projectors, displays, customized rooms, feature,” explained Soares. Over datacenter, and not Damovo,” explained collaboration tools and management the last few years, the company has the CaaS business unit manager of the software. worked closely with one of the major integrator, Carlos Elias. Damovo goes to “The showroom does not have the role Brazilian service providers, a relationship the client, builds the network and does only of attracting new clients, which that demands greater technical use of the all the necessary integration. Finally, it in fact occurs, but it is also an area laboratory, and that explains the decrease connects to the Cisco datacenter,” he that states NEC’s role in society and in its use for business purposes for the explained. reinforces the brand locally,” explained obtainment of new clients. “The team is The CaaS goal is to provide simpler and André Eletério, the company’s certainly interested in increasing its use, cheaper collaboration and communication marketing manager. in other words, if it creates benefits for tools, with which the client acquires In mid-2012, the company performed new businesses and new clients,” said the resource per user. Available since a major remodeling of the showroom, Soares. May/2012, the infrastructure supporting updating the layout to make it more the service is distributed between two appealing. The idea was that, as Data center processing centers, in Barueri (SP) and the company’s and the partners’ Another company, which invests in in Uberlândia (MG). technologies change and evolve, the the contact between the potential client “Every client that has closed a deal arrangement and permanence of the and the solution before closing the deal, with us wanted to visit the datacenter,” solutions are renewed. “It is an area is Damovo. However, unlike traditional Elias affirmed. “This is where we in constant change,” explained the demonstrate every kind of redundancy, executive. the safety measures and availability. It is a way to demonstrate that the solution is Laboratory reliable and, in general, the client leaves “Demonstrating to the client that a the center feeling extremely secure.” concept is feasible is essential,” stated Besides the visits to the datacenter, the Italtel technology director, Rafael Damovo has, at its headquarters in São Soares. The Italian company has a Paulo, terminals connected to CaaS, which laboratory in the capital city of São are used in demonstrations to potential Paulo focused on IP telephony solutions buyers. Calls are made from the company, focused on telecommunication service in particular video calls, and through the providers. “It is not a traditional datacenter support service. The system showroom, such as the demonstration is also demonstrated on mobile devices. center. It is a laboratory where the client “It is still a very simple demonstration. can, whenever necessary, make or watch In the future we intend to present demonstrations.” telepresence resources. We want to The laboratory exists since 2001, “In general the client call every branch through CaaS, and when the company started its activities have clients at the Rio de Janeiro and leaves the center feeling in Brazil, and it had the purpose to São Paulo branches hosting video calls allow tests to be conducted by clients. extremely secure” between them,” reported the Damovo It has, in particular, infrastructure — CARLOS ELIAS, FROM DAMOVO executive. • 22
  • 23. Cisco Web Security Appliance. Segurança para você e seu cliente. Certeza de segurança para o seu cliente. Certeza de rentabilidade para a sua revenda. Prepare-se para lucrar mais: sua empresa vai aumentar as oportunidades de negócios com uma solução acessível, com a solidez da marca Cisco e o suporte da Ingram Micro. Cisco Web Security Appliance • Segurança na web para todo tipo de organização; • Controle granular sobre microaplicativos; • Permite restrição a funções específicas de sites, sem a necessidade de bloquear todo o acesso; • Integração com dispositivos móveis através do AnyConnect Security Mobility Center. Por que comprar Cisco Web Security Appliance na Ingram Micro? A Ingram Micro é o maior distribuidor de valor agregado do mundo no segmento de TI. Aqui, sua revenda ganha benefícios exclusivos na compra das soluções Cisco: • Limites de crédito pré-aprovados; • Atendimento exclusivo; • Logística e entrega com prazos diferenciados; • Outros benefícios exclusivos. A Ingram Micro está à sua disposição. Fale conosco – e lucre mais. Fale com um especialista Cisco na Ingram Micro e solicite uma solução Televendas (11) 2078-4300 Cisco personalizada e sem compromisso para seu cliente: • cisco@ingrammicro.com.br www.ingrammicro.com.br
  • 24. 1 BUSINESS SIZE DOES METTER HERE S mall and medium-sized Focused on these organizations, Cisco develops a businesses represent the Cisco developed a special strategy, strategy to serve largest employers in several which started with the hiring business countries. These businesses director, Ms. Plihal, to head the SMB companies with up are also those that need specific area; including the new product area to 99 employees technology service and solutions and finally, business models that the most, in formats adjusted to their are differentiated and compatible and relies on its budgets, size and payment capacity. with the client’s profile; all including partners, in Just so you can have an idea, in Brazil, international support from the micro and small businesses (SMBs) Worldwide Development and Sales particular the generated approximately 70.2% of the President, Robert Lloyd (see more on distributors, to registered jobs in April/2012, pursuant to numbers of the General Registry of page 28). According to Ana Claudia, the increase business Employed and Unemployed Workers decision of reinforcing the specific (Caged) of the Ministry of Labor and area to business with SMBs comes Social Affairs (MTE). from a general observation of the 24
  • 25. entire business structure that Cisco from the “boutique” template, designed had, observation that demonstrated the difficulty of acting in a macro level for major corporations, and moves toward mass access to technology, exploring the 6 SMB PORTFOLIO along with a segment that requires a best practices already implemented more advisory service. around the world. The new solution provides: According to Ms. Plihal, the decision In other words, Cisco wants, in to reinforce the specific area for the long run, to serve as the base • An access point business with SMBs comes from a of the pyramid, preserving the • Manageable and stackable switch general observation of the entire Cisco major contracts kept with the apex. • VPN Router business structure, an observation that Therefore, Cisco announced, in late • IP Telephony demonstrated the difficulty of acting November, along with the creation of the • IP Video Surveillance at a macro level, along with a segment SMB strategy, a portfolio of specific • UC Manager that requires a more advisory service. products for this public. “Looking at the current structure, “This new client has the benefit of Cisco’s business area is huge, ranging motion and of reducing physical space, from major corporations to the challenge but requires a connection and needs to performance, something that cloud- of providing products to companies with access voicemail, make telephone calls based solutions fully meet,” Ms. Plihal 2 to 99 employees – a small business and send and receive videos with high pointed out. under Cisco’s classification,” observed The new solution offers access points, Ms. Plihal. a manageable and stackable switch, a VPN router, unified communications Business reorganization manager (UC) and IP telephony with Using this observation as starting specific functionality and architecture point, Cisco initiated a process of for the SMBs. Everything integrated organizing the service for SMBs, oriented to analog adaptors and enabling the by the most prominent characteristics in implementation of IP-based video this market segment: it requires mobility; surveillance. it has high employment rates; presents For Cisco partners, supported by the low technology-friendly rates; chronic distributors in which the company relies to productivity and flexibility problems increase business; the solution is already offered and fast response to demand. with a set of good practices for pre-sale, sale and “Another point is that most of the implementation. “The line is appropriate small and medium-sized businesses for the market sector that requires an already explore the e-commerce and internet access link, safety control and social networking benefits,” stated connectivity,” stated Ms. Plihal. Ms. Plihal, when concluding that it is “This is the area Cisco’s goals for this small and medium- a segment that demands increasingly sized business area (SMB) are very presenting higher growth technological solutions, in particular ambitious and will change the market’s regarding connectivity. in Cisco’s business” configuration over the next 3 years, she Thus, the new Cisco business area is far — ANA CLAUDIA PLIHAL, FROM CISCO said. • 25
  • 28. 1 COVER CISCO, GREEN AND YELLOW Robbert Lloyd, Cisco’s President for global sales, reveals the company’s belief in Brazil, he also comments on the European economic crisis and its impacts on the global economy, and makes the authorities in order sporting events as a company’s to build the way to support the resources infrastructure economy’s growth available to required not only to and the new Brazilian host the major market demands 28
  • 29. A mong those recommended for the position as Cisco’s global CEO, Robert Lloyd, the current President for global sales inaugurated, in Septem- ber, the production of Cisco routers in Brazil. During his visit, Mr. Lloyd spoke to Live Magazine about local manufacturing, the plans regarding the launch of new technologies and the company’s growth in the country. He pointed out the good image that the Brazilian subsidiary and the country have in the global operation of the company and stated that, among the actions, which have already been de- fined, there will be an increase in the production of equipment, the con- solidation of partnerships and strong investment in the relationship with “There is no doubt that Brazil plays an important state and federal governments, with role and is one of the Cisco’s long-term investment telephone service providers and cor- plan. We have plans for local manufacturing, porations. Follow the main points of the interview. innovation, server excellence, and my expectation is that this market will grow faster than expected” LIVE MAGAZINE: What have —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT been the investments made by Cis- co in Brazil so far, and what are your future plans? ROBERT LLOYD: Brazil has always in Rio de Janeiro, where we will be able th Africa, Beijing and London. Un- been a focus point to Cisco. Recently, to demonstrate the innovations in the questionably, we have the capacity of we dedicated a specific investments fields of health, education, urban de- providing the best infrastructure. We package to expand our local presence velopment, sports and entertainment have more experience than any other and stimulate national development. and public security; investments in a company, and we will do a better job We have already made large invest- venture capital fund focused on IT, di- than we did in London; since, by 2016, ments in the training of our teams; we gital communications and economy, in the complexity will be greater and we have reinforced our relationship with the expansion of local production – as will have more videos and content. We partners and clients; and we are inves- mentioned before – and on intellectual want to bring professionals with expe- ting in infrastructure. With regards property agreements with Brazilian rience and know-how in events such to local production, we have already entities for the joint development of as these to help Cisco’s team in Brazil. manufacture setup boxes and we are innovations to better serve the market. about to begin manufacturing of one We are very optimistic. CLM: In which way do these spor- of our main product lines, routers. We ting events orient the company’s in- will soon provide for the manufactu- CLM: Has Cisco been working on vestmentss? ring of switches locally. any project for the World Cup and ROBERT LLOYD: We We consider The main four pillars on which our the Rio de Janeiro Olympic Games? these huge events as great opportuni- investments are based over the next ROBERT LLOYD: When we talk ties to influence the Brazil’s develop- few years revolve around the inaugu- about these sporting events, we always ment; however, I do not think that they ration of the Cisco innovation center bring the experience we had in Sou- are orienting our investments per se. 29
  • 30. 1 COVER Obviously, the manner in which we “We lead and maintain our market share; in the US. look at the opportunity will deter- mine which company will build the For example, we are the second largest player in the entire infrastructure required, and we blade segment. We have maintained our share at certainly have the best tools to, for ins- 15.2% regarding mobility, and we lead the wireless tance, execute the connectivity of the stadiums for the World Cup. However, market, since Wi-Fi is a fast-growing market” our major concern is in making sure —ROBERT LLOYD, CISCO’S GLOBAL SALES PRESIDENT that the 12 cities hosting the games in 2014 will be able to take advantage of this infrastructure and that it will benefit its residents after the games. business is currently down, because nufacturing, research and infrastructu- The main objective is to create a long- people do not know what paths the re oriented economy. The next Internet -lasting legacy for the cities hosting economy will follow. The continent is wave will be the Internet of things, not the World Cup and for Rio de Janeiro officially in a recession, especially the only connecting mobile phones, TVs and after the Olympic Games. southern block where the economy computers, but connecting everything. has been the most challenging. We Well, we believe that a great percentage CLM: How does Cisco view have also seen a reduction in China’s of sales will come from Brazil, Mexico, Brazil’s position within the current production, because Europeans and Russia, India and China. We have a plan global economy? North-Americans are consuming less. for 2016, when we believe that the glo- ROBERT LLOYD: I believe that the However, despite this, networks have bal economy will be normalized, and we Brazilian economy has been impac- never been such a relevant subject. The also believe that, at that time, Brazil will ted by the slow rate of growth in the Internet has been helping, for exam- continue growing somewhere between global market, in particular the drop ple, consumers to deal with market 4% and 5% per year. in consumption from the Europeans. challenges, and we see the adoption However, on the other hand, this is of cloud computing as a strategy to CLM: The lack of qualified ICT la- one of the causes for the investments reduce costs. In the entertainment bor is one of the challenges in Brazil. made in its domestic industrialization, market, we believe in the video seg- What is Cisco’s strategy in this area? and the reason for Brazil’s growth over ment and, we definitely have an eye ROBERT LLOYD: There two points the last decade. on the telecommunications sector, to this question; first of all, we work There is no doubt that Brazil plays seeing great opportunities in mobili- with the academies that initiate young an important role and that it is one ty. Despite the crisis, people want to people in technology. One thing that of Cisco’s focus of long-term invest- consume technology, and this is an has been very successful, and that ments. We have plans for local manu- advantage for Cisco, because we find already includes over 30,000 students facturing, for investments in innova- ourselves in a good position. As soon is the NetAcademy program. I also tion, and two major events over the as the crisis is controlled, we will be believe that we will have to intensify next few years. My expectation is that, ready to meet the demand in strategic the work with our training partners and on average, we will grow twice as fast areas, such as datacenters, mobility, our partnerships with universities in in Brazil than in any other economy. collaboration and video, and focus order to have increasingly more people on the sale of solutions. inserted in the trainee programs. I CLM: What are the company’s would like to continue hiring these challenges in face of the global eco- CLM: Can emerging economies more qualified individuals, because it nomic crisis, which has particularly guarantee that company growth will is important to have younger talents affected European countries? be maintained in the short and me- in the company. ROBERT LLOYD: Europe is a major dium terms? challenge, because its governments ROBERT LLOYD: We are making the- CLM: What are Cisco’s main ver- are having trouble dealing with the se investments because there is no better ticals in Brazil? economic crisis. This is the first point. opportunity than in emerging countries. ROBERT LLOYD: Government is The second point is that confidence in Brazil has 200 million people and a ma- one of the growing segments, and we 30