& cplSiteName &
SlideshowSlide Show: Cisco's Small Cell Bureau
Sarah Thomas
8/20/2013
100%
0%

CHICAGO -- Cisco Systems Inc.'s Chicago office may not be as big as its headquarters on the West coast, but the networking giant's customer briefing center showcases the best the company has to offer, or connects you via its own products for a virtual demonstration.

Light Reading was given the grand tour and managed to snap a few pics. Click on the image below to launch a short slide of our visit to Cisco just outside the city in Rosemont, Ill.

 

Where Fashion Meets Function
Cisco doesn't share the enthusiasm for the new Fashion Outlets of Chicago, since they are blocking its entire view of downtown Rosemont, Ill.
Cisco doesn't share the enthusiasm for the new Fashion Outlets of Chicago, since they are blocking its entire view of downtown Rosemont, Ill.

Small Cells, Big Plans
Cisco is active in many different areas in the communications space -- telepresence, routers, optical networking, security, servers, VoIP, to name a few -- but we were on site to chat with Partho Mishra, VP and GM of Cisco's small cell technology group. Small cells are a relatively new area for the company, but one for which it has high hopes. (See Cisco: Multimode Small Cells Coming Early 2014 and SpiderCloud: Cisco 'Naïve' on Small Cells.)

The area that Mishra spoke about with the most excitement was the potential to monetize small cell investments through apps that rely on the mini base stations. Namely, Cisco wants to help operators track what users are doing in an indoor environment, such as a mall, and use that information to target them with real-time offers.

"We're trying to make sure the infrastructure layer is created so apps are built on top of it," Mishra explained.

It's not a new idea -- it's been in development for years, in fact -- but Mishra said small cells are making such things possible in a new way since they can pinpoint consumers' location with precision. The key breakthrough, he said, is network intelligence -- the ability to capture data, feed it back in real-time, and close the loop in 30 seconds to a minute. Cisco provides the infrastructure to do so and partners with companies to add in the real-time analysis and recommendations.

"If you optimize ads for user behavior, there is a big ROI," he said. "In real-time, it's serving up ads to end users and measuring their buying behavior. If you're able to make use of knowledge of user preferences and location and serve up information that's useful, it gives the service providers a way to make money."

— Sarah Reedy, Senior Editor, Light Reading

(12)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
8/20/2013 | 7:25:16 PM
Re: Cisco Small Cells
How pedestrian :)
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/20/2013 | 7:18:52 PM
Re: Cisco Small Cells
Or, you could buy a coffee maker.
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
8/20/2013 | 7:07:31 PM
Re: Cisco Small Cells
The examples of amusement parks and other entertainment facilities are good examples of what presence and location combined with intelligence can achieve. Before you go into a bar, mall or plan your days ride schedule, one can know how busy it is or the historical best time to go.
@jopocop
50%
50%
@jopocop,
User Rank: Moderator
8/20/2013 | 6:20:41 PM
Re: Cisco Small Cells
The technology is rapidly expanding to send ads to mobile devices.  It seems that everybody wants in on this growth sector.  Even anybody can set up a mobile WiFi hotspot in their auto and then shoot ads to mobile devices.  The mobile hotspot patrols all the venues where large numbers of people gather, such as summer time busy beaches, or sport or entertainment events, amusement parks, etc.  I expect amazing innovations and apps and push technology to hit the markets like wild fire.  As for Cisco, no question they wll be very active and innovating in small cell technology and delivery of ads for its customers.  
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
8/20/2013 | 6:12:04 PM
Re: Cisco Small Cells
My "Starbucks example" would be more along the lines of if every weekday morning I go to Starbucks for my coffee, they can prompt me when they see me on my way if I want my usual, and if yes they can start making it when they calculate that i'm at the optimum distance so that as soon as I walk in they can notify me that my coffee is ready at counter X and paid for with my account.

My point is that generally we need to stop thinking of LBS as ads and more of how to utilize it for services. So the question should be what would Amazon do? as they've optimized their systems to take advantage of technology to seamlessely guide their customers through a purchase.

Location is the equivelant of a browser's cookie in the real world. what would u do if your entire experience was online and interactive? If you know that answer you've solved your mobile requirements.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
8/20/2013 | 5:59:52 PM
Re: Cisco Small Cells
That definitely is the classic example tossed around when talking about "THE year of mobile ads." I do think promotions and coupons are a good tradeoff for giving up some personal data, like location, but the key is being truly relevant. Creative is good too -- got anything in mind? A mall is the venue that often comes to mind, but events at stadiums and concert halls are also good spots for innovative uses of location. Could make it interactive and social. So many people are already uploading videos and sharing with their friends that services to make that easier, more useful and fun would be well received.
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
8/20/2013 | 4:26:06 PM
Re: Cisco Small Cells
Sarah, I would argue that the experience was user exerience was so horrible that they were doomed to failure. In my experience products that make your life easier and seamless that are easy to create are successful, but unfortunately that's not the way the early products were designed which doomed them to failure.

We need to stop thinking of the classic example thrown around of walking by starbucks and getting an SMS coupon and start thinking creatively. Some of the stuff coming out of smartphone apps are showing promise, although they are largely disjointed.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
8/20/2013 | 4:06:22 PM
Re: Cisco Small Cells
That was my thought too, Mordy. Small cells are crucial for filling gaps in coverage and bolstering service, but might as well look for ways to monetize them on top of that. Location-based services is a good example of how to. If it's done right, it could be useful for consumers too. That's a big if though. So far, most location targeting hasn't been that great, in my experience.
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
8/20/2013 | 1:56:20 PM
Re: Cisco Small Cells
"We're trying to make sure the infrastructure layer is created so apps are built on top of it,"

This is a key selling point for small cells as it provides another incentive for their use even if the local coverage is great.
CACICell
50%
50%
CACICell,
User Rank: Light Beer
8/20/2013 | 1:10:51 PM
Call Mgr.
Have you interfaced your 3G Small Cell (Ubiquisys) to the Call Manager?

Thanks,

Phil Ardire CACI
Page 1 / 2   >   >>
Educational Resources
sponsor supplied content
Educational Resources Archive
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Wednesday, September 14, 1:00PM EDT
What Is Agile?
Kent J. McDonald, Product Owner, Agile Alliance
UPCOMING COURSE SCHEDULE
Friday, September 16, 1:00PM EDT
How to Implement Agile
Alan Bateman, Director, Agile Transformation
Wednesday, September 21, 1:00PM EDT
What Is DevOps?
Colin Kincaid, CTO, Service Provider, Cisco
Friday, September 23, 1:00PM EDT
How to Implement DevOps
,
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
F5 Virtual Network Function Integrations With Partner Orchestration Platform

8|24|16   |   6:38   |   (0) comments


F5's Kishore Patnam, product manager for F5's service provider solutions, discusses why service providers are moving towards virtualization and how his clients are utilizing F5's solutions.
Between the CEOs
CEO Chat: Intel's Alexis Black Bjorlin

8|17|16   |   06:23   |   (0) comments


Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Telecom Innovators Video Showcase
Accelerating Telecom Digital Transformation With Nominum DNS

8|1|16   |   12:04   |   (0) comments


Light Reading's Steve Saunders gets an update from Nominum CEO Gary Messiana on how his company is helping carriers on the digital transformation journey.
LRTV Custom TV
Reinventing Operations for a Virtual, Software-Defined World

7|28|16   |   5:23   |   (0) comments


Heavy Reading Senior Analyst Jim Hodges speaks with Accenture's Larry Socher and Matt Anderson about what service providers must do to transform their business to get the benefits of SDN and NFV including: leveraging DevOps, introducing real-time OSS and implementing analytics.
Women in Comms Introduction Videos
Fujitsu Sales Leader Shares Lessons Learned

7|27|16   |   5:12   |   (1) comment


As Fujitsu's only female sales leader, Annie Bogue knows the importance of asking for what you want, being flexible (she's been relocated five times), keeping a meticulous calendar, 'leaning in,' working harder than everyone else around you, being aware and more.
Telecom Innovators Video Showcase
VeEX Test & Measurement Solutions

7|25|16   |   08:57   |   (0) comments


Cyrille Morelle, president and CEO of VeEX Inc., talks test and measurement with Light Reading's Steve Saunders at BCE 2016. This includes innovative products such as VeSion Cloud-Based platform for network monitoring; MTTplus Modular Test platform for Access, Business, Carrier Ethernet, Transport and Core services; and OPX-BOX+ for Fiber Optics.
LRTV Custom TV
VeEX: Live From BCE 2016

7|25|16   |   03:20   |   (0) comments


VeEX's Senior Director of Business Development, Perry Romano, explains how VeEX provides tools to help install, maintain, monitor and manage network infrastructure efficiently and effectively. The portfolio of products on display include the RXT-6000, MTTplus and TX300s.
LRTV Custom TV
Real-Time Telemetry & Analytics for Intelligent SDN Orchestration

7|25|16   |   03:09   |   (0) comments


Packet Design CEO Scott Sherwood discusses how real-time network telemetry and analytics are enabling a new breed of SDN orchestration applications.
From the Founder
The Russo Report: Driving Disruption

7|25|16   |   07:44   |   (2) comments


In the first episode of a four-part series, Light Reading Founder and CEO Steve Saunders and Calix President and CEO Carl Russo drive around town discussing the disruptive mega-changes in the communications industry and where hope lies for service providers to meet the escalating demands of the cloud.
LRTV Custom TV
NetScout: Maximizing Enterprise Cloud for Digital Transformation

7|20|16   |   04:53   |   (0) comments


Light Reading Editor Mitch Wagner talks to NetScout CMO Jim McNiel about maximizing the benefits of enterprise cloud and digital transformation while minimizing potential pitfalls with a proper monitoring and instrumentation strategy.
Women in Comms Introduction Videos
Ciena's VP Offers a Career Crash Course

7|20|16   |   4:14   |   (2) comments


How did Ciena's Vice President of Sales, Angela Finn, carve out her career path? Simple, she tells WiC. She stayed true to her company, customers and principles. She shares her advice for women on how to be authentic and credible, as well as for companies that want to make a real change to their culture and practices.
LRTV Custom TV
NFV in 2016: Part 2 – Climbing the Virtualization Maturity Curve

7|19|16   |   06:56   |   (0) comments


Many of the initial use case implementations are single-vendor and self-contained. The industry is still climbing the virtualization maturity curve, needing further clarity and stability in the NFV infrastructure (NFVi) and greater availability and choice of virtualized network functions (VNFs). Interoperability between NFVis and VNFs from different vendors ...
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Five of the Top 10 most targeted countries in Check Point Software Technologies' global Malware & Threat Index for Q1 2016 are in Africa.
Hot Topics
Cisco Developing 'Monica' Digital Assistant
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/22/2016
VoLTE Can Drive 4G Small Cells Adoption
Ravi Narayanan, Senior Analyst – Cloud & Next Generation Mobile Networks, Heavy Reading, 8/18/2016
Rocket Fiber Lights Up Detroit With Gigabit
Elizabeth Miller Coyne, Managing Editor, 8/22/2016
'Most Wanted' Kobi Comes Home
Ray Le Maistre, Editor-in-chief, 8/23/2016
Arista Banned From Importing Products – Cisco
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/23/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
There's no question that, come 2020, 5G technology will turn the world's conception of what mobile networking is on its head. Within the world of 5G development, Dr. ...
Animals with Phones
Live Digital Audio

Bridging the tech skills gap is a major challenge for service providers and suppliers alike today – and the challenge is two-fold when it comes to increasing the number of women in the comms space. Level 3 Communications has made it a priority to overcome both challenges by implementing several unique programs focused on building the right candidates from within – in addition to filling the funnel by supporting STEM and other education programs. During this radio show, you’ll learn about these programs from Mary Beth McGrath, SVP of Global Talent Management at Level 3, and the best ways to bridge your own skills gap so that you are motivated and equipped for change. Plus you’ll have the chance to ask Mary Beth your questions live on the air.