With the random and ever-increasing flow of traffic and applications across public networks, service providers are seeing their subscribers access new and unique services that provide a highly personalized experience—an example of this explosion is YouTube, which is now believed to represent 2 to 3 percent of total global Internet traffic. But while subscribers break new ground every day in their networking ingenuity and resourcefulness, the challenge remains for service providers to understand this trend and ways in which they can make it part of their business model and revenue chain. While there have been a number of proposals and attempts in the past to address this need, the jury is still out on how effective they will be, if at all, and what new strategies need to be employed.

Wayne Cullen Senior Manager, Product and Solutions Marketing, Service Provider Marketing Cisco

Mr. Cullen is responsible for product and solutions marketing of Cisco's portfolio to service providers worldwide. His specific focus is on the Cisco Service Exchange Framework, which encompasses IMS-based and non-IMS-based solutions. Mr. Cullen joined Cisco in 1996 via the acquisition of StrataCom. He has led product management, technical marketing engineering, and product marketing teams during his time at Cisco with emphasis on the worldwide service provider industry encompassing technologies.