An Overview of the Work of the MEF MEF Reference Presentation June 2013 1 Topics • • • • • • • • MEF: Mission, Goals Carrier Ethernet Definition, Services, Scope Market Impact and Applications MEF Certification Programs The Technical Work of the MEF MEF Service Operations work The Marketing Work of the MEF MEF Membership and Benefits TM 2 Since 2001, Developing, Marketing and Certifying Standards for Carrier Ethernet Services Standards Operations 213 Members - Education 119 Service Providers 689 Certified Products (54 CE 2.0) - Compliance - 40 Standards 854 MEF CECPs 3 Global Expansion from Metro to Carrier Ethernet • The Beginning: Metro Ethernet – The MEF was formed in 2001 to develop ubiquitous business services for Enterprise users principally accessed over optical metropolitan networks to connect their Enterprise LANs • Expansion to Carrier Ethernet – The success of Metro Ethernet Services caught the imagination of the world as the concept expanded to include • Worldwide services traversing national and global networks • Access networks to provide availability to a much wider class of user over fiber, copper, cable, PON, and wireless • Economy of scale from the resulting converged business, residential and wireless networks sharing the same infrastructure and services • Scalability & rapid deployment of business applications • Adoption of the certification program – While retaining the cost model and simplicity of Ethernet 4 Carrier Ethernet Defined for Service Providers: for Business Users: A set of certified network elements that connect to transport Carrier Ethernet services for all users, locally & worldwide A ubiquitous, standardized, carrierclass Service and Network defined by five attributes that distinguish it from familiar LAN based Ethernet Carrier Ethernet services are carried over physical Ethernet networks and other legacy transport technologies 5 The 5 Attributes Carrier Ethernet (1) Attribute 1: Standardized Services • E-Line, E-LAN provide transparent, private line, virtual private line and multi-point to multi-point LAN services. • A ubiquitous service providing globally & locally via standardized equipment • Requires no changes to customer LAN equipment or networks and accommodates existing network connectivity such as, timesensitive, TDM traffic and signaling • Ideally suited to converged voice, video & data networks • Wide choice and granularity of bandwidth and quality of service options 6 The 5 Attributes Carrier Ethernet (2) Attribute 2: Scalability • The ability for millions to use a network service that is ideal for the widest variety of business, information, communications and entertainment applications with voice, video and data • Spans Access & Metro to National & Global Services over a wide variety of physical infrastructures implemented by a wide range of Service Providers • Scalability of bandwidth from 1Mbps to 10Gbps and beyond, in granular increments 7 The 5 Attributes Carrier Ethernet (3) Attribute 3: Reliability • The ability for the network to detect & recover from incidents without impacting users • Meeting the most demanding quality and availability requirements • Rapid recovery time when problems do occur, as low as 50ms 8 The 5 Attributes Carrier Ethernet (4) Attribute 4: Quality of Service • Wide choice and granularity of bandwidth and quality of service options • Service Level Agreements (SLAs) that deliver end-to-end performance matching the requirements for voice, video and data over converged business and residential networks • Provisioning via SLAs that provide end-to-end performance based on CIR, frame loss, delay and delay variation characteristics 9 The 5 Attributes Carrier Ethernet (5) Attribute 5: Service Management • The ability to monitor, diagnose and centrally manage the network, using standards-based vendor independent implementations • Carrier-class OAM • Rapid service provisioning 10 Carrier Ethernet Terminology • UNI (User-to-Network Interface) – – Physical interface/demarcation between service provider and subscriber Service start/end point • Ethernet Virtual Connection (EVC) – An association of two or more UNIs • Three types of EVC – – – Point-to-Point Multipoint-to-Multipoint Rooted Multipoint (Point-to-Multipoint) • EVCs and Services In a Carrier Ethernet network, data is transported across Point-to-Point, Point-toMultipoint and Multipoint-to-Multipoint EVCs according to the attributes and definitions of the E-Line and E-LAN services • NNI (Network-to-Network Interface) – Demarcation/peering point • Between service providers (ENNI) • Between service provider internal networks (I-NNI) 1111 12 A new generation of CARRIER ETHERNET Eight Ethernet virtual and port-based services Delivers 3 powerful features: Standardized Multi-CoS, Interconnect, Manageability Enables enriched Mobile & Business Services Enterprise and Cloud Applications, New simple Ethernet access connections Supported by new services-oriented Certification 13 Carrier Ethernet Generations Framework Generations A Carrier Ethernet Generation defines the evolution of MEF compliant networks and services Future Carrier Ethernet 1.0 networks and services enable standardized Ethernet services to be delivered over one provider’s network Carrier Ethernet 2.0 networks and services enable multiple classes of service and manageability over interconnected provider networks Carrier Ethernet Future Generation networks and services will enable simplified, automated service delivery 14 Attributes CE 2.0 Multi-CoS EVC1 UNI EVC2 CoS 6 2 Mbps CIR for control CoS 4 10 Mbps CIR for VoIP CoS 2 20Mbps CIR for VPN data traffic New CE 2.0 Class of Service Extensions 68Mbps for Internet Access Industry’s First Standardized Multi-CoS Application & Distance-Oriented Performance Objectives for Next Gen SLAs Enables New Level of Network Efficiency, Responsiveness for Enterprises & MBH CE 2.0 Service Management Automated management Brings Scalability 3 Recent/New Specs for SOAM, FM/PM New Metrics CE 2.0 Interconnect Integrates autonomous, CE networks, as a single regional/global network New Wholesale Service simplifies lowers costs, adds revenue Cloud Retail Provider’s CE Network ENNI CE Exchange ENNI UNI Wholesale Access Network UNI 15 Service Types 4 Port-Based services, 4 VLAN Aware Services E-Line • Virtual Private Lines (EPL) • Ethernet Private Lines (EVPL) • Ethernet Internet Access UNI UNI E-LAN • Multipoint L2 VPNs • Transparent LAN Service • Multicast Networks UNI Point-to-Point EVC UNI Multi-point to Multi-point EVC UNI E-Tree E- Access • Rooted Multi-Point L2 VPNs • Traffic Segregation UNI • EP-Tree, EVP-Tree • Wholesale Access Services Point-to-Point EVC • Access EPL UNI ENN • Access EVPL Carrier Ethernet I UNI UNI UNI Rooted Multipoint EVC Carrier Ethernet Service Provider Access Network E-Access 16 Carrier Ethernet 1.0 & 2.0 Overview Carrier Ethernet Generation Characteristics Services Services Specs & IAs Standardized E-Line Multi-CoS, Managed, Interconnected E-LAN E-Line E-LAN E-Tree E-Access MEF 6.1 & 6.1.1, 33 MEF 22.1 MEF 6 Supporting Work Attributes & IAs MEF 10 Management MEF 7, 15 MEF 10.2 & 10.2.1, 26.1 MEF 13, 20, 23.1 MEF 7.1, 16, 17, 30, 31 Enabled Applications MBH 2G/3G Migration Business Services Metro, Regional Wholesale - IA= Implementation Agreement 4G MBH Migration, MBH Optimization Local, Regional, National, Global Application , distance oriented, Private Cloud Buy/Sell Access Services See “MEF Technical Foundation” on MEF site 17 Services Using E-Line Service Type Ethernet Private Line (EPL) • Replaces a TDM Private line • Port-based service with single service (EVC) across dedicated UNIs providing site-to-site connectivity • Often delivered over SONET/SDH • Most popular with new providers due to its simplicity • Example shows two CEs devices each with dedicated port on Network equipment UNI Separate Ports Hosted Application or Branch Office CE UNIs CE Carrier Ethernet Network ISP POP CE Point-to-Point UNI Internet CE 18 Services Using E-Line Service Type Ethernet Virtual Private Line (EVPL) • More than just replacement of Frame Relay or ATM Layer 2 VPN services • Enables multiple virtual service sconnections each with multiple classes of service, delivered over single physical connection (UNI) to customer premises • Most efficient service and becoming the most popular – Optimizes use of bandwidth and ports • Supports “hub & spoke” connectivity via Service Multiplexed UNI at hub site Service Multiplexed Ethernet UNI UNI Internet UNI CE Carrier Ethernet Network CE UNI CE Point-to-Point 19 Services Using E-LAN Service Type EP-LAN UNI Ethernet Private LAN • Port-Based • Each UNI is dedicated to the EP-LAN service • Example use: Transparent LAN UNI CE CE UNI Multipoint-to-Multipoint EVP-LAN ISP POP Internet CE Ethernet Virtual Private LAN • VLAN-Aware • Service Multiplexing allowed at UNI • Example use : Internet access and corporate VPN via one UNI CE UNI UNI Point-to-Point CE CE CE UNI Multipoint-to-Multipoint UNI 20 Services Using E-Tree Service Type EP-Tree Ethernet Private Tree (EV-Tree) • Allow root-root and root-leaf communication (but not leaf-leaf) • Provides traffic segregation for cloud services, franchise applications, etc. • Requires dedication of the UNIs to the single EP-Tree service UNI Rooted-Multipoint Leaf CE Leaf UNI EVP-Tree Ethernet Virtual Private Tree (EVP-Tree) • Allows each UNI to support multiple simultaneous services • Multiple Roots are supported for resiliency • Leaf for one service may be root for another service Leaf Root UNI CE Rooted-Multipoint Root Multipoint to Multipoint UNI CE 21 Services Using E-Access Service Type E-Access Service Type defined in MEF 33 – Simplifies and standardizes Access service interconnection, buying & selling wholesale Ethernet, Carrier Ethernet (Access) * delivery of off-net services Service Provider Access EPL • First UNI-ENNI Wholesale Service • Port based: at the UNI • May form part of EP-LAN service Carrier Ethernet (Retail)* Service Providers, Carrier Ethernet Exchanges, etc. End-User ENNI UNI End-User UNI Access EPL Ethernet Virtual Connection (EVC) Access EVPL Access Service Provider Retail Service Provider • UNI-ENNI Wholesale Service • VLAN-Aware Service (at the UNI) • May form part of EVP-LAN service *The Retail Service Provider typically has the business relationship with the end user and contracts with the Access Service provider. However, in more than 90% of cases service providers take both roles, often at the same time. Other market terms may also apply. The terms Operator Virtual Connection, OVC, or Operator should not be used in MEF marketing presentations UNI UNI UNI EndUser ENNI UNI End-User End-User Access EVPL Ethernet Virtual Connection (EVC) 22 Carrier Ethernet is Delivered Over Variety of Access Media Carrier Ethernet provides consistent services delivered to users connected over the widest variety of access networks Direct Fiber Ethernet Ethernet over Packet Wireless G.8032 Ethernet Ring MSO/ Cable Direct Fiber Ethernet IEEE 802.3z, ae, G.8031, etc. Ethernet Ethernet COAX Bonded Copper Carrier 1 Ethernet SONET/ SDH TDM PON Fiber Ethernet WDM Fiber Carrier 2 DS3/E3 Bonded T1/E1 Ethernet Ethernet UNI ENNI Ethernet Ethernet Ethernet 23 Terminology Note that provider edge (UNI-N) devices are wholly within the provider Carrier Ethernet Network UNI & ENNI demarcation points match diagrams in MEF 26 and later. Where practical, lines between UNI-C and UNI-N etc., are not shown. The demarcation points touch the edge of the clouds EVC End User Subscriber Headquarters UNI Service Provider 1 ENNI UNI Service Provider 2 End User Subscriber Branch Site CE Carrier Ethernet Network Carrier Ethernet Network CE ENNI-N UNI-N UNI-C UNI Notes EVC: UNI: ENNI: Internet Hosted Applications Ethernet Virtual Connection User Network Interface. the physical demarcation point between the responsibility of the Service Provider and the responsibility of the Subscriber External Network to Network Interface; the physical demarcation point between the responsibility of the two Service Providers Best delivered using MEF certified services and products “In a Carrier Ethernet network, data is transported across Point-to-Point and Multipoint-to-Multipoint Ethernet Virtual Connections according to the attributes and definitions of the E-Line, E-LAN, and E-Tree services” 24 CE 2.0 Manageability Many Management Related Projects: very active MEF Area Recent and New Management Related Technical Work Management Information Model (MEF 7.2) SOAM Fault Management IA (MEF 30.1) SOAM FM MIB (MEF 31) SOAM Performance Monitoring IA (MEF 35) SOAM PM MIB (MEF 36) SOAM FM & PM YANG Modules (MEF 38, MEF 39) UNI and EVC Definition of Managed Objects (MEF 40) Upcoming Management Related Technical Work Service Activation Testing (SAT) SOAM Fault Management Phase 2 IA Ethernet Service Latching Loopback Service Activation Testing PDU & Protocol Cloud/Dynamic Ethernet Information Model Upcoming Related Services Technical Work MEF 10.3 UNI & EVC Service Attributes Ethernet Access Services with vNID option 25 Market Impact 26 Enabled Services & Applications Retail and Wholesale Interconnect Business Services • New Service Attributes Geared for Next Gen Applications CE 2.0 for Mobile Backhaul • Blueprint for 4G/LTE, Small Cell Carrier Ethernet as Cloud Carrier • Business-Class Cloud Services HQ Carrier Ethernet … Driving Market Growth Branch Internet Hosted/Cloud Applications 27 Ethernet Business Services Principal Applications • Site-to-site access, server consolidation, business continuity/disaster recovery, Enterprise-class cloud-based applications, Internet access, distributed imaging, distributed storage area networks, VoIP, streamed/interactive video, L2-VPNs, virtualization Top Market Sectors • Finance, Healthcare, Education, Government, IT, Retail, Real Estate, Legal, Media, etc… Benefits • Scalability, control, reliability, performance, data center & server consolidation, expedites and enables new applications • Cost reduction, revenue acceleration 2828 Record-setting double-digit CAGR continues Source: Ovum, Sept 2012 29 Total worldwide bandwidth purchased for Ethernet Services exceeds legacy 30 Worldwide New Macro Cell Connections Ethernet Dominates in Both Macro and Small Cells • 6M+ New Connections by 2016 • Small Cell hyper-growth but • actual Macro Cell growth higher Worldwide Outdoor Small Cell Backhaul Connections 31 32 MEF Certification: Enabling Standardization The MEF Carrier Ethernet Certification Programs Certify: ….that service providers rely on to build Carrier Ethernet services …..that earns businesses trust by conforming to MEF standards of quality and performance ….with the proven knowledge and skills to support Carrier Ethernet products and services 33 MEF Certification Program • • • • • 854 MEF-CECPs 44 countries 169 employer companies Rigorous technical exam 634 test cases replace years Seven Accredited Training Providers of test development MEF-CECPs Cumulative 689 manufacturer & service provider products 2013: 28 new CE 2.0 companies Accelerating deployment • Driver for implementation Driver for growth • Driver for new providers 1000 800 • 600 400 200 0 • • • Q3 11 Q4 11 Q1 12 Q2 12 Q3 12 Q4 12 Q1 13 34 Benefits of Certifying Services Sales Benefits Requirement in growing number of enterprise RFPs Provides competitive advantage over non-certified services Builds buyer confidence and speeds up sales process Marketing Benefits Widely recognized by business, institutional/government and wholesale buyers Aligns service portfolio with Carrier Ethernet industry standards Ensures high level of consistency in products & services Operational Benefits Single testing process saves time / costs on conformance testing Facilitates inter-carrier connectivity Helps tune internal processes 3535 Benefits of Certifying Equipment Sales Benefits Requirement in growing number of service provider RFPs Provides competitive advantage over non-certified equipment Builds buyer confidence and speeds up sales process Marketing Benefits Widely recognized by service provider and enterprise customers Aligns product portfolio with Carrier Ethernet industry standards Ensures high level of consistency in products & services Technical Benefits Single testing process saves time / costs on conformance testing Facilitates multi-vendor deployments Supports service provider services certification 3636 Applications of Carrier Ethernet 37 Carrier Ethernet for Cloud Services • • • • Predictably meets performance per SLAs - not via the Internet Secure - unlike the Internet Control of Data Governance and Regulatory Compliance Static Cloud Services deployed today Data Center Interconnectivity Top Priority MEF Work in Progress – Service extensions for automated on-demand bandwidth, performance … Cloud Service Provider(s) Ethernet Cloud Carrier(s) – New management APIs Cloud Services and SDN Cloud Service Provider to Cloud Customer Ethernet Cloud Carrier(s) – CE already defines manageable, programmable network elements Cloud Consumers – Collaboration with ONF – MEF Goal: seamless support for traditional and SDN approaches and non-disruptive to CE revenue growth/profitability Cloud Service Provider(s) 38 MEF: Enabling 4G/LTE Deployment and Small Cell Introduction New developments build on CE 2.0 • Migration to 4G/LTE • Small and Macro Cell Implementation • New MBH Multi-CoS best practices – New class of MEF doc: 16 implementation recommendations • Fixed/Mobile Backhaul convergence New MBH Work in Progress • Tight synchronization for Small cells • Multiple providers/operators 39 MEF 33 Ethernet Access Services First Wholesale Carrier Ethernet Service Type – Leverages new revenue from existing infrastructure – Greatly simplifies buying & selling wholesale Ethernet, delivery of off-net services – Key for local, regional and global adoption of Carrier Ethernet Service Type Port-Based Service VLAN-Aware Service (at the UNI) (at the UNI) E-Access Access EPL Access EVPL ENNI UNI UNI CE CE Service Provider (Owns the customer relationship) Access Service Provider (Provides Wholesale Access to remote customer location E-Access Ethernet Virtual Connection (EVC) 40 Carrier Ethernet Interconnect Interconnect elements, Carrier Ethernet Exchanges – Development and delivery of all-new new definitions to expand business between providers has had big impact in the market – Carrier Ethernet Exchanges that support all 5 Carrier Ethernet attributes are key to profitable scalability – Wholesale services driving new Off-Net business to existing and new Ethernet service providers Ethernet Access Services Long Haul ENNI Cloud Buying Providers’ OnNet Network UNI Carrier Ethernet Exchange UNI Enterprise mid size branch end-user ENNI UNI Enterprise HQ ENNI UNI Branch Office SOHO, telecommuter, end-user Ethernet Access Services 4141 Interconnect Technical Components The MEF Global Interconnect specifications ensures support for all Carrier Ethernet attributes between service providers ENNI UNI End User Service Provider UNI Service Provider End User Interconnect elements required to enable globally connected Carrier Ethernet services 4242 43 MEF Technical Committee • Technical Committee – The Technical Committee is organized into Services, Architecture, Management, Test & Measurement. – The Technical Committee has active liaisons with other standards organizations. • Technical Overview of the Work of the MEF Standards – The technical committee develops technical specifications, implementation agreements, test specifications and position statements – A list of the Specifications, timelines, new work on progress are available on the MEF web site – Detailed technical presentations are available on the MEF web site • www.metroethernetforum.org/presentations • www.metroethernetforum.org/techspecs 44 Technical Committee Organization Technical Committee Services Architecture Management Test Service Attributes Eth Service Layer Information Model & MIBs ATS for Services Service Definitions External Interfaces NE & Service Management ATS for External Interfaces Implementation Agreements (IAs) Legacy Services Protection Implementation Agreements (IAs) SP Ad-Hoc Operations Implementation Agreements (IAs) Green shaded box indicates active area Protocols Detailed technical presentations are available at www.metroethernetforum.org/presentations Published documents and overview presentations are available at www.metroethernetforum.org/techspecs 45 Part of International Standards Community Working outward from the core Working inward from the edge Making it work together The MEF’s role is largely additive to these organizations, developing necessary additional specifications that are required to enable Carrier Ethernet. The MEF also provides inputs in support of Carrier Ethernet to these bodies via its participating members and liaisons. It is not within the scope of the MEF to endorse or otherwise the work of other standards bodies and associations 46 Complementary Standards Activities Goals • Reach consensus, bring MEF work to other bodies, re-use work of other bodies, work with other bodies, avoid duplication, keep in communications Scalability ITU-T Provider Bridge IEEE 802.1ad Provider Backbone Bridge IEEE 802.1ah (MAC-in-MAC, and extended label space) ITU-T SG 15 has referenced the MEF service work in their documents that describe EPL and EVPL. IETF Layer 2 VPNs IEEE Service Management IEEE IEEE 802.1ag Fault Management IEEE 802.3ah link OAM ITU-T ITU-T SG13 for Service OAM Working with ITU SG 4 on harmonizing their work with MEF 7 and adding additional features of interest to the MEF such as support of E-LMI OIF Customer signaling of Ethernet Services Reliability IETF MPLS Fast Reroute, graceful restart 4747 Technical Committee Dashboard (Completed Work) Service Area Architecture Area Management Area Service Attributes MEF 10.2 UNI & EVC Service Attributes Phase 2 MEF 10.2.1 Amendment: Availability and Resiliency Performance Attributes MEF 26.1 ENNI rollup + Rooted Multipoint EVC MEF 29 Ethernet Service Constructs ETH Service Layer Protocol Neutral Information MEF 4 Part 1: Generic Framework Model MEF 12.1 Part 2: Ethernet Services MEF 7.2 Information Model Layer Phase 2 MEF 12.1.1 Amendment: UTA, VUNI Implementation Agreements MEF 8 Emulation of PDH over MENs MEF 22.1 Mobile Backhaul MEF 23.1 Class of Service Implementation Agreements MEF 13 UNI Type 1 MEF 20 UNI Type 2 Test and Measurement Abstract Test Suites (ATS) for Services MEF 9 ATS for Ethernet Services at the UNI MEF 14 ATS for Traffic Management Phase 1 External Interfaces: UNI Protocol specific MIBs MEF 18 ATS for CES over MEF 11 UNI Framework and MEF 31 SOAM FM/TC (SNMP) Ethernet Requirements MEF 31.0.1 Amendment: Service MEF 34 ATS for Ethernet OAM (SNMP) External Interfaces: ENNI, VUNI Access Services MEF 36 SOAM PM (SNMP) See MEF 26, 28, & 12.1.1 MEF 38 SOAM CFM/FM (Yang) MEF 39 SOAM PM (Yang) MEF 40 SOAM UNI and EVC Service Definitions Protection NE & Service Management ATS for External Interfaces MEF 6.1 Ethernet Services Definitions MEF 2 Protection Framework and MEF 15 Requirements for MEF 19 ATS for UNI Type 1 Phase 2 Requirements Management of Carrier Ethernet UNI Type 2 ATSs: Phase 1 – Network Elements MEF 6.1.1 Amendment: Layer 2 Control MEF 21 – Part 1 link OAM MEF 32 Service Protection across Protocol (L2CP) MEF 17 Service OAM MEF 24 - Part 2 E-LMI External Interface Requirements and Framework MEF 28 UNI Tunnel Access (UTA) MEF 25 - Part 3 Service OAM Service & Attributes MEF 27 – Part 5, Enhanced MEF 33 Ethernet Access Services UNI Attributes, Part 6, L2CP MEF 37 ATS for ENNI Part 1 Legacy Services Protocols Automated Operations MEF 3 Circuit Emulation Service MEF 16 Ethernet Local Requirements Management Interface (E-LMI) Implementation Agreements MEF 30.1 Service OAM FM Ph 2 MEF 35 Service OAM PM 48 48 Technical Committee Dashboard (Work in Progress) Service Area Architecture Area Management Area Service Attributes ETH Service Layer Protocol Neutral Information Model • MEF 10.3 UNI & EVC • MEF 12.2 Part 2 (HNS & • Interface Profiles for EMS, NE, RMI Service Attributes Rollup) • Cloud Services Management • Layer 2 Control Protocol Interface (L2CP) Processing for MEF Protocol specific MIBs Services • Service MIB (SNMP) RVC and UNI, • Performance Service ENNI, vNID RMI Attribute for packet-based synchronization Service Definitions Automated Operations SeeProtection MEF web site for list of current work in progess • Ethernet Access Service • Service Activation Testing with vNID Function • Service Activation PDU • Ethernet Service Definitions • Ethernet Service Latching Loopback (MEF 6.2) • Dynamic Responsive Ethernet Service Definition • ENNI Services Legacy Services Protocols Network Elements, Service Mgmnt Implementation Agreements Implementation Agreements Implementation Agreements • Mobile Backhaul Phase 3 • MEF 30.1 Service OAM FM Phase 2 • Class of Service Phase 3 • MEF 35.0.1 Service OAM PM Amendment • MEF 35.0.2 Service OAM PM Amendment Test Area Management • Ad-Hoc: Creation of Management ATS 49 New MEF Service Operations Committee May 2013 50 New Service Operations Committee Standards Operations Education Compliance To define, streamline & standardize processes for buying, selling, delivering and operating MEF-defined services 51 Initial Focus Areas of Service Operations Deal with Key Issues (1) Qualification of providers (2) Lack of Standard ordering method (3) Complexity of Ethernet ordering v. TDM (4)Regulatory impacts QUALIFY • Geographic Coverage • Certification • Capability questionnaire CONTRACT ORDER • Boilerplate Service Description for use between providers • Common Terminology • Define order template • Work with providers on adoption Operational Executive participation, liaise with Key SDOs Impacts scalability, efficiency, time to market, provisioning Key to MEF Cloud, SDN service automation goals 52 Marketing Committee 53 MEF Web Sites: Your Online CE Resource MEF Public Site New Analyst Portal Members Webinars MEF Members Site Members Workspace 54 MEF Executes Extensive Marketing Programs Global Marketing • Educational Content and Programs • CE Marketing, Management, Cloud/SDN, Services, MBH Groups • Webinars, Public Papers, CE Summit Analyst Portal, Access Vendor Directory Regional Marketing • Country and Regional Focus • Carrier Ethernet Awareness • Education, events, PR, AR • Associations relationships 55 The Marketing Work of the MEF • Education – • Development of case studies, presentations, videos, white papers describing the MEF specifications and their application in the marketplace Industry leading marketing – Awarded “Best Marketing for a Private Company” Light Reading “Leading Lights” awards • Active participation in major events worldwide: – – – – • Annual recognition: Service Provider Awards – • Publicizing Carrier Ethernet certification program, recognizing certification Development of Tools for the Enterprise and Service Providers – • For adopters of Carrier Ethernet in Americas, Europe and Asia Marketing the MEF certification program – • Carrier Ethernet World Congress, MPLS & Ethernet World Congress, ITW, Comptel etc. Conducting keynotes and panel discussions by MEF members Press briefings, MEF Speakers Bureau Interoperability demos and technology showcases Service Provider Tool Kit and Global Services Directory Development of outbound marketing programs – – Developing and expanding the awareness of the impact of a worldwide service level network on the industry by marketing subcommittees and working groups MEF, MEFTV, Ethernet Academy web for all things Carrier Ethernet 56 MEF Web Site Resource Summary Visit the MEF Public Site for • Latest news & world-wide press coverage of Carrier Ethernet • Up-to-date MEF event and conferences presentations • Access to MEF technical specifications and overview summaries • Latest technical dashboard, glossary of over 350 technical terms • Access to MEF Global Services Directory • Up-to-date Carrier Ethernet reference presentations • Access to MEFTV video case • Written case studies studies • MEF standardized network icon library • Up-to-date list of all MEF Certified companies, services and products • Membership information, member listings, board and committee members • MEF events, workshops, seminars, agendas. (>50 worldwide per year) Members-Only Site includes • >4,000 technical documents, contributions • Large library of presentations • Carrier Ethernet analyst portal • Draft specifications, ballots, mailing groups, discussions, logistics • Member meeting info, contacts, newsletters, etc • Guest Speaker and meeting presentations 5757 MEF Membership The work of the MEF is driven by a wide range of actively participating members 58 MEF Worldwide Community Vibrant Active Worldwide Community • 10-20 Weekly Calls in Technical, Marketing and Certification • 40 Tech Specs completed, many additions • Many 1000s of technical contributions • On-line CE experts at the Ethernet Academy • New MEF Members Wiki MEF Quarterly Meetings Attended by 200+ of the world best and brightest Carrier Ethernet professionals Product Managers, Marketing - Engineers, Architects - Business Managers Q1 2013 San Diego, California Q2 2013 Frankfurt, Germany Q3 2013 Montreal, Canada Q4 2013 Seattle Washington 20+ new technical projects in progress. Liaisons with other industry bodies 59 Benefits of Membership Influence Standards Involve your top technical talent to drive new specifications, work closely with other industry organizations & establish your position as industry leader and visionary Increase Awareness Get critical early information on all Carrier Ethernet industry developments, trends, specifications, standards & certification programs Get Certified Certify your equipment or services for industry-accepted MEF compliance, enhancing your competitive advantage & stay ahead of customer demand trends Network & Collaborate Work with the best and brightest at all levels of the industry’s food chain, sharing ideas, pushing your initiatives forward & making invaluable global contacts Corporate Visibility Participate in MEF-sponsored events, gaining critical customer face time & increasing your corporate visibility as a leading industry participant 60 About MEF Membership Annual Fee Includes: • Unlimited number of participating employees • Attendance at quarterly meetings and all conference calls • Participation in industry-setting technical and marketing committees • Access to MEF members-only web site & committee email distribution systems, with voting rights, exclusive access to 500 annual technical and marketing contributions, sales and marketing tools, analyst portal • Actively participate in MEF Marketing events, conference speaking opportunities • Access to MEF Certification Program • Participation the new Global Services Directory Program • Use of logo to support corporate credibility • Access to MEF-sponsored research 6161 Benefits Summary • Technical Awareness to Support your Product and Service Decisions • Better Customer Position Through MEF Certification • Improved Marketing Capabilities Using MEF Content & Programs • Industry and Enterprise Visibility Through MEF Marketing • Best Practices/Knowledge Transfer via MEF Member Dialogue • International Business Development Opportunities 62 end of presentation 63