| The Goal
Considering
what has been said above, its aim to hit $20 billion as business
revenues does not sound impossible. The company is fast shifting
gears to reach its goal and is looking beyond networking
solutions for the enterprise. As data becomes 90 percent of
information that will flow on converged networks, service
providers including telecom giants such as AT&T, and the
ISPs are its new targets. Here Cisco will be taking on
established telecom giants like Lucent and Nortel for the $250
billion telecom equipment business with its data/IP products. It
has been on M&A spree acquiring many companies, which had
traditionally been involved in technologies and products for the
service providers.
Cisco is tying up directly
with the consumer goods giants to address the home markets. It
has tied up with Whirlpool and Samsung to make Web-enabled
refrigerators and microwave ovens to reach out to homes and
housewives. Just like Cisco is a world leader in 14 out of the
15 markets that it operates in, it wants to have a big chunk of
consumer network market, which is expected to be worth $9
billion. The recent worldwide $60 million television campaign
"Are You Ready?" on the lines of Intel, is a major
effort to project and make Cisco a consumer brand. Products like
Cisco Home Gateway, a DSL home network hub that converts a phone
port into a broadband Ethernet port, have already been launched.
|
The Growth Cycle Model |
Stage
One
The Pioneers: Cisco went
after early technology adapters, who were ahead of times
in terms of IT usage.
Stage Two
The Enterprise: Cisco cashed
on the massive drive that most of the large enterprises
went in for to stay ahead.
Stage Three
The Fast Track SMEs: The new
generation Small and Medium Enterprises (SMEs) see
networking not as a tool for mere survival but for leading
in the market, and invest heavily in networking.
Stage Four
Home Consumers: A very hot
market, this will be Cisco''''s next target. |
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