As the long awaited innovation in the networking space moves out of hype cycle and market interest in software defined networking (SDN) steadily rises, Cisco has been actively involved in these emerging trends, working with standards bodies and listening to the requirements of our global customer base.
As we continue to make our networks more open, programmable, and application aware, we believe we have the industry's most comprehensive portfolio to help lead this change in an evolutionary manner.

During engagements with our global customer base, we have heard many claims about SDN. I will address these claims from a customer support point of view.
? SDN is about virtualizing the network. It is about migrating from a static, complex physical network platform to a dynamic simplified software enabled virtual platform
? SDN is about commoditizing network hardware because software can provide all functionalities in a centralized, limitless fashion.
? SDN is about reducing TCO and increasing agility. It is about reducing cost (OPEX) through simplification, virtualization, and automation, but also accelerating innovative business services for growth.

Let's look at the implications of these.

#1: SDN is about virtualizing the network.
This is true and there are benefits. But before you think about virtualizing the network using "Software Defined Network" or "Software Defined Data Center", let's recap some core requirements any IT organization needs to take into account:
? Do you have an understanding of your business application environment?
? What are the key interdependencies between your application strategy and your infrastructure strategy?
? What implications would virtualizing the network layer have on your SLA's? Are there performance penalties associated to your business if you don't meet them?
If you have not explored these questions in details, then consider developing an "application to infrastructure" blueprint that is aligned to your business strategy. Leverage SDN as a crucial technology building block that can accelerate this process and provide solutions to any gaps identified hence simplifying your path towards network virtualization.

#2: SDN is about commoditizing network hardware because software can now provide all network functionalities.
This is not a reality today. The evolution of PaaS/SaaS and application providers support the fact that software is not "limitless." The need for network intelligence, scale, performance, and security are still top priorities of most IT infrastructure. SDN does not promise to eliminate the importance hardware has, but simply illustrates the possibility of moving the decision intelligence from the hardware to software. What about speed and performance requirements on a software controller? Can it scale and grow as fast as the business (traffic) needs? How about the hardware that the controller software is running on - can it react fast enough to the ever-growing computing and storage demands? Can your "software only" infrastructure grow dynamically and as fast as your business application needs grow? Each organization needs to consider the implications of transferring the risk and complexity from infrastructure deployment to software (controller and agents) development.

#3: SDN is about reducing TCO and increasing Speed to Market for innovative business services.
Total Cost of Ownership calculations include both CAPEX and OPEX.In an "SDN" world, CAPEX = hardware cost + software cost which includes both development and maintenance, whether you choose to develop in-house (i.e. hiring new skills or transform your existing staff) or through a third-party software developer (i.e. licensing and upgrade costs). Is your operating model changing fast enough to utilize the benefit of SDN's *simplified* management and operation? Have you broken down IT siloes between Security, Compute, Storage, and Operations? Is your organization ready to shift from managing infrastructure to managing software and changing the IT operation structure? Do you have the necessary tools and process to capture the rich data an "SDN" architecture now provides and turn them into new services for creating new revenue streams? In other words, is everything going to get more complicated before it can be "simplified"? Looking back to the server virtualization transition, very few IT organizations, if any, can claim that they realized the projected operating ROI within the first few years.

Now, let's take a look at Cisco Open network Environment (ONE).
CiscoONE is more than just SDN. It offers a solution set that provides:
? A softwarecontroller that is centralized and separated from the local data planes
? Network programmability
? Network virtual overlays
We see the move to programmability and network virtualization as an evolution, not a revolution. CiscoONE creates incremental functionality that can be layered on existing infrastructure to deliver new functionality and provide SDN capabilities on top of both traditional technologies and modern business application needs. This enables you to continue leveraging value from the IT investments you've already made. We are working to help customers extract more value from the network by offering a broad network API, rich features, and analytics. The core value of the Cisco solution is an "Application Centric Infrastructure", compare to the generic "Software Defined Network" term. Both software and hardware are a means for providing services business applications. And by making applications the center of everything, we take the broadest view to deliver openness, programmability and abstraction across multiple layers, to the line of business owners.

As my colleague Stephen Speirs pointed out in his blog, Services is the missing S in SDN, I would also say Strategy is the starting point for SDN. Why Strategy?
With the right strategy, you can plan, build and manage an open, programmable, "virtualized" network that reduces your OPEX and delivers the business outcomes you need with the minimum level of risk.
-Customers are at various stages of SDN adoption, as with any new technology or network paradigm. We've heard a lot of questions from them: How do I build a business case for SDN? How do I validate the ROI? How do I manage SDN devices? How would SDN change my operations model? What new security vulnerabilities and regulatory issues will I have? How do I build the API applications that are needed for my use case? What do I do when something goes wrong?
-Few customers have a clear understanding of their application profiles. Without a clear view of your application profiles, there are risks to deploying SDN.
-Cisco Services can help you through the SDN journey starting from identify the right strategy to execution so that your organization can transform your business agenda to maximize business value and minimize risks.

Services help you address the areas of What, Why and How

The Cisco Services team is well-positioned to lead this transition for customers. Our work with enterprises, services providers and public sector organizations over past 20+ years has provided us with unique network insights and implementation experience. Cisco Services offer consulting, professional and technical services via strategy, assessment/planning (Why), design and development (What), deployment, validation and operations services (How). We have the experience to help you adopt open, programmable or virtualized networks based on where you are today and where you need to be in order to harness Network Intelligence through deep programmatic access to your networking platforms.