---------------------------------------------------------------------------------------- M .P Birla Institute of Management 1 “MARKET POTENTIAL FOR TASMAN ROUTERS IN BANGALORE CITY” FOR TASMAN NETWORKS, BANGALORE A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF BANGALORE UNIVERSITY SUBMITTED BY SRIDHAR C RREG. NO.:- 02XQCM6055 UNDER THE GUIDANCE OF PROF. S RAMGOPAL (FACULTY, M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE / INTERNAL GUIDE) MR. MADHUSUDAN K S (SPECIALIST - NMS, TASMAN NETWORKS, BANGALORE / EXTERNAL GUIDE) M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE ASSOCIATE BHARATIYA VIDYA BHAVAN
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Sridhar C R-0254-Mkt. Potential for Tasman Routers in B'Lore City
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Statement of the problem
Tasman networks is tied up with the channel distributors
‘Gemini communications’ who are the also the system integrators (i.e. theyalso give networking solutions) for sales promotions. In order to increase the
sales and also to understand the market potential of the Tasman routers, this
survey is being done.
Research Objectives:
a) To know the market potential of Tasman routers inBangalore city.
b) To identify the potential buyers and users of the Tasman
routers.
c) To identify the clients demand expectations from the
product through system integrators i.e. network solution
providers.
d) To know the preferences of Internet service providers while
investing on access level products like routers.
e) To know the trends in the market in security
devices/appliances like firewalls.
Action:
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SCOPE OF THE STUDY
Many Companies conduct market research to study and measure
market potential, characteristics of their markets and so on Enhance
credibility and reduce risk to enable them to take strategic decisions leading
to improved long term profits.
The study under taken will be very helpful and beneficial for M/S
Tasman networks, because it helps them in understanding clients’
preferences and attitudes there by helping in implementing effective
marketing strategies. It also gives the company a feedback on customer
satisfaction levels in respect for the router they are using or recommendingat present, and it would be a reference for similar kind of projects. All the
above objective of this research study provides a wide scope of benefit for
the company.
This study is also beneficial to students and institutions that takes
router industry as a subject of research study, and the findings could be used
as secondary data or for reference.
2) Tools for Collecting Data: -
Analysis & interpretation of data is based on both the primary data &
secondary data.
Pri mary data:
Primary data was collected by means of structured questionnaires along with
personal interviews, since a few open-ended questions require
classifications. The questionnaire contains dichotomous, objective & open-
ended questions.
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Li nk -S t at e P r o t oc o l s
In answer to the shortcomings of Distance-Vector protocols, engineers began
creating Link-State protocols (such as OSPF), which compute routes based on link states
within the network. Using this method, each router maintains a complete topology of the
network, eliminating loops that could otherwise occur during partial network failure.
To facilitate this, each router maintains a complete topology of the network.
This eliminates the possibility of loop formation during partial network failure, a problem
that occurs when networks rely on Distance-Vector protocols. With Link-State routing,
link state changes are flooded throughout the network as they occur, ensuring minimal
convergence time. Moreover, since Link-State protocols are typically designed to only
send link state information when a change occurs. As a result, network resources are used
more sparingly, reserving more bandwidth for the end users during periods of network
stability. Link state changes also flood the network immediately, ensuring minimal
convergence time. Moreover, since Link-State protocols are typically designed to only
send link state information when a change occurs, network resources are used more
sparingly, resulting in the availability of more bandwidth for end users during periods of network stability. To accomplish this, each router in the domain creates a Link State
Advertisement (LSA), which lists its local portion of the routing topology. Figure 3
illustrates the OSPF LSA header and one link.
Using Link-State routing protocols, LSAs are forwarded (flooded) to all
routers in the domain, enabling each to develop its own link-state database. The protocol
uses a flooding algorithm that ensures each router ends up with an identical link-state
database (except potentially during moments of convergence). Since each router has an
identical copy of the network’s link-state database, each can calculate its own forwarding
path, eliminating the weaknesses of Distance-Vector protocols. OSPF uses an efficient
routing algorithm, such as Dijkstra’s (Shortest Path First) Algorithm, to develop its
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ROUTING ACROSS THE INTERNET Even though Distance Vector and Link-State protocols were an
improvement, they ultimately couldn’t handle the scale and number of independent
networks comprising the Internet. These early protocols work extremely well as Interior
Gateway Protocols (IGPs) within an enterprise or Autonomous System (AS) in which a
limited number of networks operate. However, they don’t scale well beyond these
environments. To solve this problem, Exterior Gateway Protocols [EGPs] were
developed.
BGP4 is an EGP specifically designed for routing between the independent
backbone providers (same as ASs) of the Internet. Currently, the Internet is comprised of
thousands of ASs, accounting for approximately 100,000 routes in 2001. BGP4 was
designed to scale well beyond that number, allowing all ASs to manage their networks
independently, while enabling them to work as a single unit when routing traffic across
the Internet. To achieve these goals, BGP4 was designed as a mechanism to control the
expansion of routing tables and provide a more structured framework for the Internet by
segregating routing domains into separate ASs. In addition, it was designed to remain
computationally simple to minimize router requirements.
When it was first conceived, designers based BGP on a Path-Vector protocol
(a form of Distance Vector), thus enabling computations to remain simple. As discussed
previously, Distance-Vector protocols compute routing tables in a simple manner, but
many earlier examples suffered from loop and stability problems due to the fact that they
did not track the origin of update information. BGP maintained the simplicity of Distance-Vector computation, plus included the ability to track the origin of all updates. It
does so by appending the AS number of each system that the update intersects along its
path.
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Figure 4 illustrates an update traversing a path, ultimately ending up at the
AS (AS100) that initiated the update. Since AS100 knows that it originated the update, it
also knows to discard its own update when it reaches the final destination (itself). This
eliminates the chance that loops will form in the routing table. After eliminating all
potentially loop-causing updates, each AS uses information gained from its neighbors to
construct a representation (sometimes called a “tree”) of all ASs in the Internet.
So that administrators could control traffic flows between ASs, designers
endowed BGP with an enormous number of attributes. However, BGP does not impose
restrictions on Internet topology. It simply assumes that routing within an AS is
accomplished using any one of many IGPs and that BGP need only concern itself with
routing between ASs.
To help control the expansion of routing tables, BGP was also designed to be
classless, i.e., that it would not discriminate between data content. This not only allows
BGP to support network data from any IGP, it also allows BGP4 to aggregate multiple
ASs with consecutive address space together, potentially minimizing route table
maintenance required by routers to a great extent. Combining a simple CIDR Path-Vector
framework with a rich set of attributes enables BGP to be a computationally streamlined,yet robust protocol that can accommodate Internet growth, while enabling AS
independence.
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SUMMARY
Routing and routing protocols reside at the heart of every network, enabling
hosts to communicate, while improving network availability. Network administrators
would be well advised to base their choice of routing protocol on the type of networkingenvironment for which it will be used. For example, RIP or RIPv2 might be ideal for
small enterprise networks; OSPF might suit larger, more complex enterprises; and BGP4
is a better fit or routing traffic over the Internet. When used properly, each of these
routing protocols directs user traffic across the optimum path and selects new paths in
case of path failures. If used in the appropriate environment, these protocols function
seamlessly, without adding more complexity than necessary or requiring human
intervention.
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PRODUCT PROFILE
IP Multiplexing
IP Multiplexing is a method for the transparent forwarding of IP packets
between LAN and WAN interfaces. LAN to WAN forwarding is accomplished through a
Proxy ARP process. A Tasman system maps a unique MAC address to each WAN link
then responds with this MAC address when a device on the LAN broadcasts an ARP
request for a remote device. These MAC addresses serve as “tags” for forwarding packets
received on the LAN. WAN to LAN and WAN to WAN forwarding is based on
configured forwarding entries. IP Multiplexing differs from bridging and switching in that
it does not flood traffic or perform address learning. IP Multiplexing devices differ from
routers in that they do not appear as a router hop, and they cannot be specified as a default
router/gateway on a LAN.
Packet Forwarding Modes
There are two modes for WAN to LAN and WAN to WAN packet
forwardingw
IP Routes – Forwarding based on routing statements, both specific and default.w Source Forwarding – Forwards all traffic arriving on a specified WAN bundle
to a specified device on the LAN.
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VLAN
Virtual Local Area Networks (VLANs) are smaller networks within larger
networks that provide a variety of benefits for service providers and enterprises, including
increased performance and simplified management. The word “virtual” refers to the factthat the devices (i.e., workstations, servers, printers, and fax machines) that comprise the
VLAN can reside in different sections of a LAN but be linked together to form a distinct
grouping that behaves as though it is separate from the larger LAN.
Solutions by Tasman Networks extend VLAN capabilities beyond the LAN
and into the Wide Area Network (WAN), providing the ability to use VLANs in a wide
variety of ways once not possible using traditional VLAN technology. This white paper provides an overview of Tasman’s VLAN solution and how it can benefit service
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unsurpassed combination of functionality, flexibility, scalability, security, and
management capabilities.
Tasman high speed and low latency performance characteristics make its
products ideal for voice solutions. When used for delivery of IP telephony services,
Tasman routers provide:
• Superior voice quality
• Improved bandwidth and infrastructure utilization
• Interoperability with existing equipment
• Simplified management
Security
Now more than ever, organizations must protect themselves against security
threats that can affect delivery of vital communications and harm their business.
Fortunately, all access platforms by Tasman Networks defend service providers and
enterprises against potential and emerging attacks. In addition to providing high-
performance, scalable access for a variety of voice, video, and data applications, Tasman
products include and extensive suite of advanced security features that include password,access control, network address translation (NAT), encryption, authentication, Stateful
Packet Inspection (SPI), and virtual local area network (VLAN) tagging and forwarding
protections.
When used for security applications, Tasman routers provide:
• Protection from unauthorized access
• Improved data privacy and integrity
• Fewer service disruptions caused by accidental or malicious attacks
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WAN Connectivity
Enterprises and service providers seeking to upgrade their wide area network
(WAN) infrastructure often choose solutions that don't fit all of their access requirements.
Some choose price over performance. Others select high-priced products. But even some
expensive models don't offer all the features and functionality necessary to support a wide
variety of advanced networking needs. By contrast, Tasman WAN solutions combine
high performance, unparalleled scalability, plus an advanced feature set, giving
organizations the WAN routing capabilities they need for the most demanding
networking environments. These capabilities reduce total cost of ownership and enhance
return on investment.
With Tasman WAN solutions, service providers and enterprises benefit
from:
• Three times the performance of industry standard platforms
• A Scale-on-demand provisioning architecture enabling the addition of bandwidth
and features via software keys
• A highly integrated platform with advanced layer 2 and layer 3 functionality, ahigh performance processor, large memory capacity, a built-in CSU/DSU and
DSX-1 voice support
• A complete suite of software tools to easily manage bandwidth and services for
reliable delivery of voice, video, and data communications over the same
infrastructure
• High quality video and multimedia communications
• Lower total cost of ownership
• Flexible deployment options
• Reliable multimedia application delivery
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Internet Access
With today's businesses becoming increasingly Internet centric, high-
performance access to the Web is essential. WAN access products from Tasman
Networks provide consistent, wire speed throughput without any compromises. Whether
you need a solution for Point of Presence, branch office, or main data center deployment,
Tasman has an access router product for your needs.
Tasman routers can be deployed in a variety of network configurations that maximize
internet access performance, scalability, and security. Some of the advanced technologies
found in Tasman products include the following:
• MLPPP & MLFR for maximum scalability and bandwidth utilization
• QoS for traffic prioritization and guaranteed bandwidth
• Firewall and other security features
PRODUCT LINE
The Tasman networks have different routers that suit the various business needs of the
clients. The products are as below
w TASMAN 1000 series include 1001, 1002, 1004, 1200, 1400, 1450 routers.w Tasman 4000 series include 4100, 4102 routers.w Tasman 6000 series include 6200, 6300, 6302 routers.w
Tasman 7000 series include 7030 routers.
Detailed features of all the routers are shown in the table no .1
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Premise: Customers who deploy enterprise-class access routers have come to expect line-
rate throughput and non-blocking architectures as the norm. Customers need to be
confident that the access routers they deploy can, in fact ,deliver wire-speed, zero-loss
throughput for multi-link configurations over multiple aggregated T1 connections.
Tasman Networks, Inc. commissioned The Tolly Group to evaluate its
Tasman1004 router, a four port T1-based router for small and medium businesses that
gives multiple users access to the Internet or to wide area networks (WANs) over reliable
broadband T1 lines. Tasman Networks also requested that The Tolly Group compare the
performance of the Tasman 1004 to four Cisco routers, the 1720, 1751, 2691 and 3725.
The Tolly Group conducted tests to determine each device's steady-state,
zero-loss ( 0.001%) bi-directional throughput when transmitting data across multipleT1connections handling a variety of Ethernet frames sizes with 100 sessions running and
Quality of Service (QoS), Network Address Translation (NAT), Open Shortest Path First
(OSPF) and Access Control Lists (ACL) services enabled across two and across four
multi-linked PPP, aggregated T1 connections.
Testing was performed in January 2003.Test results show that the Tasman
1004forwarded 100% of line rate in all scenarios tested for the complete range of packet
sizes. In contrast, while the Cisco devices were capable of wire speed in some scenarios,
they faltered when handling a range of smaller-sized packets.
Results
Zero-Loss Throughput across four aggregated T1 links .The Tolly Group
tested the Tasman 1004 and the Cisco 1751, 2691 and 3725 to determine. the percent of
theoretical maximum zero-loss ( 0.001%) bi-directional (full-duplex) throughput each
device under test (DUT) provided via multi-link PPP across four aggregated T1 WAN
interfaces when processing a range of packet sizes from 64- to 1,500-byte packets
(including 14 bytes for Fast Ethernet header and four bytes for IP headers) with 100
sessions running and NAT, QoS, OSPF and IP filtering services active.
Test results show that the Tasman 1004 forwarded 100% of the theoretical
maximum throughput, an aggregate of 12 Mbps for all packet sizes tested. In comparison,
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Figure showing the router recommended by individual members of system
integrators and used by ISPs
Cisco Huwei D-link Nortel 3-com
System integrators 5 1 1 2 1Internet service providers 6 - 1 2 1
Figure. 1)
Internet Service Providers
60%10%
20%
10% Cisco
D-Link
Nortel
3 COM
figure.1.a)
System Integrators
50%
10%
20%
10% 10%Cisco
D-Link
Nortel
3 COM
Huwei
Inference: The above figure and the data shows that the number of Cisco routers being
recommended and used by system integrators and ISPs is more. Rest of the routers share
almost the equivalent share in the market. It can be inferred that the Cisco routers leadsthe market because of its excellent distribution network and the strong channel they have
in the market.
Figure showing the connectivity type being promoted by System integrators and
connectivity adopted by ISPs
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MAJOR FINDINGS
The study reveals the trends in the router market in Bangalore. There are
number of routers companies in Bangalore. The potential buyers are those who want to
have connectivity between their own networks i.e. who have multiple branches across
different locations.
The routers are promoted only through system integrators who are the
networking solutions providers.
The routers are also used by Internet services providers extensively and also
recommend the router to whom they are providing the internet services.
There is a major competition between the router companies to tap the
growing Market in Bangalore since a number of BPO companies are setting up operations
in the city.
Hardware giant Cisco is leading the router market here and many companies
are trying hard to out perform CISCO. Since Cisco products are costly, clients are turning
towards other companies for their products which are different from Cisco routers and
can also perform multiple functions when compared to Cisco router. Hence other players
are penetrating the market through product differentiation and through price offers. Theadvantage for Cisco is that they know the market very well and also have a high brand
image because the credibility is never compromised because of the strong and established
distribution channel.
Marketing of the routers are done through contacts and leads and hence
relationship management plays a vital role in sales.
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RECOMMENDATIONS
1) Performance of Distribution channel (Gemini communications) has to be
reviewed since they are the sole representatives of Tasman networks in the
market.
2) Many of the system integrators are unaware of the TASMAN product as well as
the brand. The company (a new one in Bangalore market,) should take
immediate and necessary steps to create brand awareness (for their brand)
among the system integrators.
3) The price and performance of the products needs to be appraised to the target
customers so that they can explore the gains of the product.
4) Post sales services have to be improved to build up the brand loyalty and also to
ensure the leads generation which is a key to grow in this market.
5) Channel distributors should be checked regularly to ensure whether they are
promoting only Tasman products, since they can promote other products also
for the monetary benefits.
6) Tampering with the pricing policy is not necessary.
7) The company needs to have aggressive marketing strategy through its ownmarketing team so that continuous sales are ensured. Such marketing has to be
done to the smaller system integrators also in the market because even they deal
with lot of clients who go un noticed in the market.
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Directions for further research
Although major part of the project requirements are addressed in the research
there is a lot more to determine through further research. Some of them are as follows:
1) Survey has to be conducted in other cities also like Noida, Chennai, Mumbai,Delhi etc or any such place in INDIA where the BPO business is flourishing.
2) Customer satisfaction level has to be found out from clients who are already
using the product.
3) Emerging trends in router technology and their market implications with respect
to Tasman Networks.
4) Performance evaluation of the channel partners in increasing the sales.
5) Studying current promotional strategy and its effects on sales.
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