Cisco’s Emerging-Markets Gambit
The IT giant is strategizing with governments from Saudi Arabia to South America on their technological futures—hoping to score mega-contracts
Justin Wood
By Peter Burrows
King Abdullah Economic City, Saudi Arabia - Two limos hurtle through the desert north of Jeddah, Saudi Arabia, at 110 miles per sixty minutes, blown at times into the slack lane by the winds approach off the nearby Red Sea. The delegation from networking giant Cisco Systems (CSCO), including Senior Vice-President Paul Mountford, is running late for a gala groundbreaking ceremony hosted through the Saudi king at one of the biggest construction projects on the planet. King Abdullah Economic City (KAEC) is chiefly sand dotted by cranes now. But by 2020 the Saudis expect 2 the public canaille to be living in a futuristic metropolis three times the greatness of Manhattan, with some of the greatest in quantity advanced technology money can buy. As the black Lexuses arrive, one traveler remarks on the frenzied pace, and Mountford laughs. “That was small matter,” he says.
Not with so much at stake. King Abdullah plans to build four brand-new cities and upgrade the country’s infrastructure at a cost of $600 billion over the coming years, and Mountford is chasing scores of similar projects in emerging markets around the terraqueous globe. This goes beyond China and India. Mountford’s mandate is to spigot the next tier of emerging nations, from Saudi Arabia and Russia to Brazil and Chile. It’s a sprawling group that Cisco, and companies like it in technology and before, is counting steady for much of its putting out. But as the financial crisis hammers many of these economies, Mountford will have to crowd to deliver.
The groundbreaking at KAEC makes limpid how hard Cisco is pushing. Its executives form the largest Western contingent by far, and, after the event, the association hosts the king in an adjoining tent for a proof of Cisco technology that allows a person elsewhere to appear on stage as a holographic image. All this before the joint concern has won a dime of business for its products.
Cisco isn’t uncorrupt selling technology. Mountford’s pitch is that Cisco, more than any other visitor, can help countries such as Saudi Arabia modernize their economies and become leaders in the Internet Age. The company argues that, by investing in the Internet infrastructure Cisco sells, these governments be possible to better school their citizens, improve health care, and boost national productivity. They may even esteem being able to create their own tech sectors, giving citizens the opportunity to become well-paid “knowledge” workers allied those in Bangalore or Guangdong, China. It’s the word of the Cisco Effect. “This is a chance for Cisco to [influence the world] on a much bigger scale,” says John T. Chambers, the joint concern’s chief executory. “It’s ready raising standards of living and creating large middle classes.”
TRAINING CENTERSOne parallel is Bechtel. Just as the construction giant built dams, power plants, and airports highest century, Cisco believes it can build essential infrastructure for today. It sells everything from the million-dollar routers that not equivocal commerce from one side the Net to $300,000 videoconferencing systems instead of executive suites to set-top boxes beneficial to cable TV. But it does in greater numbers than peddle dress.: Cisco provides consulting services to help fashion of sovereignty officials figure out how best to use the Internet and pays for training centers to churn out the technicians to make such plans real. All told, the copartnership is investing billions in emerging markets in hopes of snaring future business. “Cisco is getting itself designed into the fabric of these countries’ economic plans, because Cisco is helping their leaders imagine the future,” says tech consultant Geoffrey Moore of TCG Advisors. “It’s thought leadership at a level I’ve never seen in advance of.”
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