Cisco Pulls Out All the [Human] Network Stops in Router Launch

Cisco walked the walk yesterday by putting the brand squarely into the virtual spaces its next-generation router will power.

Cisco went all out launching the ASR 1000, a new router technology that combines the new Cisco “Quantum Flow Processor” with a secure, scalable, compact, router.  In essence, this is the network router that was built to power the Internet of Web 2.0+, virtual reality and our emerging visual, instant and media-rich applications (read high bandwidth applications).  The Internet of today already pretty much runs on Cisco routers, and a team of 100+ engineers spent 5 years and a quarter of a billion dollars to keep Cisco at the core of our daily digital lives – and to allow us to live those increasingly digital lives comfortably.

Here they have a new technology link in the chain that keeps us all connected, and Cisco actually launched it using all the very “stuff” that is driving the need for this technology – visual, rich, social, sharable media.

Yes, there was the big event in Second Life sporting everything SL has to offer:  a music festival, streaming video, streaming audio, a cool “Quantum Shift experience” build, a launch announcement/presentation in SL, including the unveiling tour of the virtual Quantum Shift information space, and in-world “social press” interviews with Cisco executives.

And then there were the:

• Flash-based micro web site with sound effects and video vignettes of network “uber users”
• Video clips of uber users posted to YouTube
• Creation of the tag “uberusers”
• Flickr pool
• EdgeQuest Flash game
• Facebook Support Group for Uber Users Internet Addicts (546 members), with embedded videos, photos, EdgeQuest game link, discussion board invitation to submit Top Signs You are an Internet Addict
• Online video broadcast launch events with Q&A in 19 languages (I believe there were three)
• Three “follow the sun” Telepresence sessions for international customers
• A web widget (although I have not been able to view it in my browser)
• A social media press release
• Customer videos in the Cisco newsroom
• Podcast in the Cisco newsroom

So, the Quantum Shift collaborative “narrative” begins. From a “virtual marketing” perspective, the narrative is a key "best princples" element.  Cisco planted the seeds and integrated the methods for a collaborative narrative to emerge – not around the product, but around an idea.

Clearly Cisco is marketing a product – how successful the product will be is a function of many market factors.  But the “idea” transcends the ASR 1000 – and that is where Cisco has it all right – understanding the importance of narrative for its customers, and for its success of its product marketing.

The ASR 1000  “idea” is: we’re all happier when our networks work better.

In a conversation with Cisco’s Doug Webster, director, Service Provider Marketing and Christian Renaud, Chief Architect of Networked Virtual Environments just after the SL launch event, the idea dominated – not the product.

Cisco is clearly committed to the value of direct connections for itself and for network users at all levels.  Cisco fosters community and deep listening relationships with their customers – and their customer’s customers. Webster suggested it is the consumer who is leading the charge forcing new technologies and behaviors into the enterprise rather than the other way around. While this presents new challenges for the enterprise, it also means the influence of the customer goes well beyond “the conversation” and reaches deep into the enterprise.  Cisco embraces that influence strategically.

Renaud believes “talking to customers has been priceless” for Cisco in finding new markets for the company.

Second Life alone has proved to be a learning ground for innovation for the company, according to Renaud, but it is only one channel Cisco uses to build its various communities. Webster says that SL is simply another way to engage its customers and “if it is important to our customers, it is important to Cisco.”

Over 1000 of Cisco’s employees are in Second Life presently, across their 53 functional units. Renaud said one of the biggest surprises for him since they have been using SL is how often customers and employees suggest SL as a meeting place.   Apparently in June Cisco CEO John Chambers will officially launch his SL avatar.

Cisco will be participating as the narrative plays out in the connected marketplace. They are using the human network to empower the human network, so that we each can use it in our own personal ways. Yes.  We’re all happier when our networks work better.

March 4, 2008

Comments

[Elisa]

Another very interesting island on Second Life is the Enel Park (http://slurl.com/secondlife/EnelPark3/85/155/32). Enel launched his own island in Second life in July 2007, Enel Park, showing power plants projects under construction in real life, moto and racing circuit, movie theater, contest and engaging games, commercial area and offices.
Starlife, with a great field experience, has created and now is managing the Enel Island in Second Life. Enel is the Italian most important electric society and the second European listed utility for installed capacity. The company strongly wanted a different SL approach from the solutions of the other societies: users participation is essential for success. Enel Park was realized on an island about 260.000 mq and face the communication through edutainment tools that SL offers. Guided visits into the next generation powers, events and contests about the uses of any type of energy, engaging games, product and business RL exhibitions are now awarded by a large, vital and growing community. On the Island all users can visits the power plants, drive a Ducati bike with the real sound of the engine, taste an energy drink, see the Enel Digital Contest movie clips, take a tour on board of Adriatica boat around the island, also join the events and contests inside it.

Bye

Ely