Light Reading
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.
SarahReedy
50%
50%
SarahReedy,
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.
SarahReedy
50%
50%
SarahReedy,
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   >   >>
Flash Poll
From The Founder
Anshul Sadana answers questions from Steve Saunders, Light Reading's founder and CEO, about Arista's CloudVision, a global cloud network controller for workload orchestration and workflow automation delivering a turnkey solution for cloud networking.
Live Streaming Video
CLOUD / MANAGED SERVICES: Prepping Ethernet for the Cloud
Moderator: Ray LeMaistre Panelists: Jeremy Bye, Leonard Sheahan
LRTV Custom TV
End-User or Enterprise Benefits to the New IP

7|30|15   |   04:27   |   (1) comment


Andrew Coward discusses what the New IP means to end users or enterprise customers. He explains compelling reasons, including how every customer can get their own network, from the transformation to the New IP.
LRTV Custom TV
Network Visibility & the New IP

7|30|15   |   02:23   |   (0) comments


Mukund Srigopal provides an explanation of what network visibility is and how it is essential as service providers transition to the New IP. In addition, the importance of the network packet broker is discussed.
Between the CEOs
Video Exclusive With Basil Alwan, Alcatel-Lucent

7|24|15   |   26:44   |   (5) comments


Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
LRTV Custom TV
VDF: Enable the Financial With Mobile Money

7|20|15   |   06:53   |   (0) comments


Ian Ravenscroft discusses how operators can expand to occupy the entire digital services value chain through service innovation.
LRTV Custom TV
Telefónica on OSS Transformation

7|20|15   |   06:01   |   (0) comments


Jose Gonzales discusses the details of Telefónica's operation transformation program.
LRTV Custom TV
Judi Achmadi on Huawei's Cloud Storage Solution

7|20|15   |   03:33   |   (0) comments


Judi discusses the key business goals of TelekomSigma's public cloud service and how Huawei's solution helps them address challenges.
LRTV Custom TV
KPN Enlightening Digital Business & IT Transformation

7|20|15   |   06:19   |   (0) comments


Rob de Beer discusses the changes that operators need to make with service innovation now coming from the Internet world.
LRTV Custom TV
Stratus Telco-Grade Cloud Solutions & NFV

7|20|15   |   07:34   |   (0) comments


Ali Kafel from Stratus Technologies addresses high-availability concerns within the telco industry with a solution that enables telcos to provide high-availability and stateful fault-tolerance using a software-based approach.
LRTV Documentaries
The Six Million Dollar Business Man

7|20|15   |   01:52   |   (0) comments


Steve Saunders, publisher. A man barely alive after an acquisition malfunction imploded the company he founded. Gentlemen, we can rebuild Light Reading. Better, faster, stronger.
Between the CEOs
CEO Chat With Anukool Lakhina, Guavus

7|20|15   |   38:51   |   (1) comment


Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
LRTV Custom TV
IBM's Flash Storage With Intel QuickAssist

7|20|15   |   03:18   |   (0) comments


Intel's Bev Crair and IBM's Eric Herzog discuss how IBM's V9000 Flash Storage System has helped customers around the world. Featuring real-time compression powered by Intel QuickAssist Technology, the V9000 is a next-gen flash storage solution.
LRTV Huawei Video Resource Center
Thailand's AIS: Transforming to an FMC Operator

7|17|15   |   4:53   |   (0) comments


Saran Phaloprakarn, Senior VP of Fixed Broadband Business Management of Thailand's AIS, was a keynote speaker at the first Asia-Pacific Ultra Broadband Summit in Bangkok. In this video, he talks to Heavy Reading about transforming into an FMC (FBB+MBB+Content) operator.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
November 17, 2015, Santa Clara, California
December 1, 2015, The Westin Times Square, New York City
All Upcoming Live Events
Infographics
Network operators start seeing savings from NFV in the first year, according to a study by Affirmed Networks and ACG.
Hot Topics
Robbins Succeeds Chambers as Cisco Changes CEOs
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/27/2015
Cable Feuds With Senate Dems Over STBs
Alan Breznick, Cable/Video Practice Leader, 7/31/2015
RJio to Launch Its Own 4G Devices Brand
Gagandeep Kaur, Contributing Editor, 7/27/2015
Qualcomm Wants FCC to Stay Out of LTE-U Fray
Sarah Thomas, Editorial Operations Director, 7/27/2015
Like Us on Facebook
Twitter Feed
September 22, 2015
Media Begins With “Me”
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
Cats with Phones
Comes With Free Phone Stand Click Here
Who says cats don't have any skills?