1 wb-retail-marketing-01/01-do© 2001, cisco systems, inc. – confidential! cisco.com 802.11...
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1WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
802.11 Wireless 802.11 Wireless ApplicationsApplications
Retail VerticalRetail VerticalDean OlsonDean Olson
Team Lead SETeam Lead SE
2WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
AgendaAgenda
• Retail Trends
Today’s Applications
Forward Visions
• WLAN Evolution
History
FHSS vs. DSSS
• Scenarios
3WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Today’s RetailToday’s Retail
• Real-time updates for bar coding applications, including:
Inventory - fewer errors, faster restock
Price shelf audits - verifies register price matches shelf labels (products no longer individually labeled)
Price labeling - change shelf price, produce new label, and update cash register all within seconds
4WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Today’s RetailToday’s Retail(cont.)(cont.)
• POS/Cash Register Downloads
Update new pricing structures in Real-Time from a Central Site
• Customer Kiosks
Provide coupon generation, based on demographics
Provide customer price verification
5WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
New Business Impact VenturesNew Business Impact Ventures
• RF Price Label tags -Cut Man Hours
More Product information (I.E. Pricing per Unit)
Immediate Price Change from a Central Site
• Multi-Vendor End Node devices –**Propriety Solutions are falling to the way side
Allows the Best Technology Devices
Leverage Multiple Manufactures for Best Pricing
• Over all Lower cost of ownership!
6WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
New “Customer Focused” New “Customer Focused” VenturesVentures
• Interactive touch display attached to cart providing -Store Directory
Product Information
Associated Products
*ROI - Paid Advertisements from Major Manufacturers
• Web touch-screen stations for Internet services –Locate Manufacture Information
Price & Value Comparison
Manufactures receive orders Direct
Combined with a CDN solution, Retailers have the ability to mine data that the Internet users are referencing
• PDA Internet access –Customer bring in their .11b PDA with their shopping lists shopping map to benefit the customers’ experiences
7WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Retail WLAN EvolutionRetail WLAN EvolutionSpread SpectrumSpread Spectrum
8WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
WLAN Evolution: 1980sWLAN Evolution: 1980s
ISM bands Telesystems founded
1986 1988 1990 1992 1994 1996 2000 2001 2002
Retailers•Federated•Krogers•Sears•Wal-Mart
900 MHz900 MHzRadio
ProprietaryProprietaryNetwork
860 Kbps860 KbpsSpeed
9WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
WLAN Evolution: 1990sWLAN Evolution: 1990s
ISM bands Telesystems founded
Telxon acquires Telesystems
1986 1988 1990 1992 1994 1996 2000 2001 2002
Retailers•Federated•Krogers•Sears•Wal-Mart
IEEE 802.11Begins Drafting
Network Proprietary
Speed 860 Kbps 1 and 2 Mbps
Radio 2.4 GHz900 MHz
10WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
WLAN Evolution: 2000-2WLAN Evolution: 2000-2
ISM bands Telesystems founded
Telxon acquires Telesystems
1986 1988 1990 1992 1994 1996 2000 2001 2002
Retailers•Federated•Krogers•Sears•Wal-Mart
Radio
Network
Speed
IEEE 802.11Begins Drafting
IEEE 802.11 Ratified
IEEE 802.11bRatified
2.4 GHz900 MHzRadio 2.4 GHz
860 Kbps 1 and 2 MbpsSpeed 11 Mbps
ProprietaryNetwork Standards-Based
11WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Spread Spectrum ApproachesSpread Spectrum Approaches
“BOTH” Technologies Are Viable
Direct Sequence Frequency Hopping
12WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Time
Fre
qu
ency
2.4
GH
z2.
4 G
Hz
2.48
35 G
Hz
2.48
35 G
Hz
Fre
qu
ency
2.4
GH
z2.
4 G
Hz
2.48
35 G
Hz
2.48
35 G
Hz
Frequency Hopping Direct Sequence
DS v.s. FH: A Summary DS v.s. FH: A Summary on Interference Handlingon Interference Handling
• FH system hops around interference
• Lost packets are retransmitted on next hop
• Data may be decoded from redundant bits
• Can move to an alternate channel to avoid interference
Channel 1Channel 1
Channel 3Channel 3
Channel 2Channel 2
13WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Data Rates - DS vs. FHData Rates - DS vs. FH
• The “over-the-air” data rate at a given range, given similar implementations, will favor DSSS by a factor of 2 to 1
• At 1Mbps, a DSSS system should have twice the range of a 1Mbps FHSS
A DSSS system at 2Mbps will offer comparable range to 1Mbps FHSS
• For these reasons, the data rate advantage goes to DSSS
14WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Range - DS vs. FHRange - DS vs. FH
• Range depends on a number of implementation details; these include:
– Environmental conditions
– Power transmission
– Antenna system (including antenna gain, cable loss, and whether diversity is used)
– Radio sensitivity
– Processing gain (processing gain results from the DSSS technique of redundantly transmitting bit)
• Because of this processing gain, the DSSS technology will have more range than FHSS at a given data rate
15WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Scalability—DS vs. FHScalability—DS vs. FH
• Scalability is the ability to locate more than one AP in the same area, increasing the bandwidth of that area for all users local to that AP
• Direct Sequence
Blue= 11MbBlue= 11Mb
Red=11MbRed=11Mb
Total Bandwidth=33MB!!!
Green=11MbGreen=11Mb
16WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Scalability - FH vs DS
0
5
10
15
20
25
30
35
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
Number Access Points
Th
rou
gh
pu
t (M
bp
s)
1.6 Mbps FH2 Mbps FH11 Mbps DS2 Mbps DS
Scalability—FH vs. DSScalability—FH vs. DS
Cost Effective?
17WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
RetailRetailScenariosScenarios
18WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Retail DesignRetail DesignIn-StoreIn-Store
Maximum CoverageNON-Autorate Negotiation (2 Mbps)
Cabling Available to Middle of StoreGround Plane Antennas—Well Hidden
2000’
850’
111111
Expanded Opportunity by implementing Inline powered switches w/350’s
66 11
6611111166
Powered Powered
19WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Peripheral ApplicationsPeripheral ApplicationsIn-StoreIn-Store
Consumer Bar CodersKiosk Applications
Price CheckersWireless POS
2000’
850’
Staff SupportData & Telephony
20WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Retail DesignRetail DesignParking LotParking Lot
Spontaneous CoverageRepeater Mode Extend Wireless Coverage
when needed..
Parking Lot
StoreNo LAN Wiring
No LAN Wiring
21WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
IEEE 802.11 ComplianceIEEE 802.11 ComplianceOffers RetailOffers Retail
• Retailing has many vendors wireless devices
Bar coders, phones, price checkers, etc.
• A very high-performance WLAN system Efficient MAC and high-quality radio802.11 products perform better thanproprietary systems Client interoperability
• WEP-standard privacy and authentication• Standards-based migration path
for system growth
22WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com
Some Present Retail Users Some Present Retail Users of Cisco Wirelessof Cisco Wireless
23WB-Retail-Marketing-01/01-do © 2001, Cisco Systems, Inc. – CONFIDENTIAL!Cisco.com