1 WB-Retail-Marketing-01/01-do© 2001, Cisco Systems, Inc. – CONFIDENTIAL! Cisco.com 802.11 Wireless Applications Retail Vertical Dean Olson Team Lead SE.

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


AgendaAgenda

• Retail Trends

Today’s Applications

Forward Visions

• WLAN Evolution

History

FHSS vs. DSSS

• Scenarios


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


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


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!


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


Retail WLAN EvolutionRetail WLAN EvolutionSpread SpectrumSpread Spectrum


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


WLAN Evolution: 1990sWLAN Evolution: 1990s


Telxon acquires Telesystems

1986 1988 1990 1992 1994 1996 2000 2001 2002


IEEE 802.11Begins Drafting

Network Proprietary

Speed 860 Kbps 1 and 2 Mbps

Radio 2.4 GHz900 MHz


WLAN Evolution: 2000-2WLAN Evolution: 2000-2


Telxon acquires Telesystems

1986 1988 1990 1992 1994 1996 2000 2001 2002


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


Spread Spectrum ApproachesSpread Spectrum Approaches

“BOTH” Technologies Are Viable

Direct Sequence Frequency Hopping


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


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


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


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


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?


RetailRetailScenariosScenarios


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


Peripheral ApplicationsPeripheral ApplicationsIn-StoreIn-Store

Consumer Bar CodersKiosk Applications

Price CheckersWireless POS

2000’

850’

Staff SupportData & Telephony


Retail DesignRetail DesignParking LotParking Lot

Spontaneous CoverageRepeater Mode Extend Wireless Coverage

when needed..

Parking Lot

StoreNo LAN Wiring

No LAN Wiring


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


Some Present Retail Users Some Present Retail Users of Cisco Wirelessof Cisco Wireless


1 WB-Retail-Marketing-01/01-do© 2001, Cisco Systems, Inc. – CONFIDENTIAL! Cisco.com 802.11 Wireless Applications Retail Vertical Dean Olson Team Lead SE.

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