& 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
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
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
Cisco's Innovations in Cable

5|26|16   |   03:18   |   (0) comments


Marc Aldrich from Cisco discusses the latest in security, the evolution and momentum for CCAP and what the industry will be seeing next from Cisco.
LRTV Documentaries
Leading Lights 2016 Highlights

5|25|16   |   02:26   |   (1) comment


Some of the high points from this year's Leading Lights awards dinner at the Hotel Ella in Austin, Texas.
LRTV Documentaries
Light Reading Hall of Fame 2016

5|23|16   |   05:43   |   (0) comments


Find out who has been welcomed into Light Reading's Hall of Fame this year.
LRTV Custom TV
ZTE TM Forum Highlights

5|23|16   |     |   (0) comments


ZTE showcased its new ICT solutions at TM Forum in Nice.
LRTV Interviews
Gamma's MD on the Emergence of UC2

5|20|16   |     |   (0) comments


Gamma Communications Managing Director David Macfarlane believes the unified communications (UC) market has reached a tipping point.
LRTV Custom TV
The Ultimate 5-Minute Guide to Digital Customer Engagement

5|20|16   |     |   (0) comments


In this short video, you will hear all about how Digital Customer Engagement is the key to meeting customer expectations, keeping them happy, and maximizing revenue. VP Product & Marketing at Pontis, Ofer Razon, breaks down for us the five essential capabilities for successful Digital Customer Engagement. Don’t miss!
LRTV Custom TV
NFV in 2016: Part 1 – NFV Use Cases Get Real

5|19|16   |   05:57   |   (0) comments


Consensus is building around the key use cases for NFV, including managed IP services at the network edge and on customer premises, which can generate new revenues from enterprises/SMBs and consumers; Evolved Packet Core to support LTE migration; and adjacent technologies, such as TAS and IMS, to support VoLTE and next-generation charging and policy control ...
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 3

5|19|16   |     |   (0) comments


Steve Vogelsang discusses the challenges of operational transformation and how Nokia helps its customers. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Level 3: Why UC Is In Demand

5|17|16   |   04:12   |   (1) comment


Andrew Edison, Level 3's senior VP of sales, EMEA region, talks about the drivers of growth in the unified communications services market.
LRTV Custom TV
ARM's OPNFV Action

5|17|16   |     |   (0) comments


At the ARM booth at MWC 2016, Joe Kidder and Bob Monkman speak to Light Reading about OPNFV and their upcoming action.
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 2

5|16|16   |     |   (0) comments


Steve Vogelsang gives advice to service providers on how to move to NFV. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Interoute CTO on NFV's Maturity

5|13|16   |   06:46   |   (1) comment


Matt Finnie, CTO at international operator Interoute, explains how NFV has made life easier in terms of logistics and how Interoute can now enable a 'software-defined moment' for its customers.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
December 6-8, 2016,
June 16-18, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
DT: Telcos Must Escape Vendor Prison
Iain Morris, News Editor, 5/24/2016
AT&T to Start 5G 'Friendly' Trial by 2016 End
Dan Jones, Mobile Editor, 5/24/2016
Cable Is Eyeing Its Retail Options
Mari Silbey, Senior Editor, Cable/Video, 5/25/2016
AT&T's Margaret Chiosi Retires
Ray Le Maistre, Editor-in-chief, 5/25/2016
Verizon Backpedals on Go90
Mari Silbey, Senior Editor, Cable/Video, 5/24/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
Animals with Phones
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.