Cisco Systems announces new focus on Emerging Markets to better serve customers and governments in regions undergoing rapid transformations

Middle East region driving force in the newly created Emerging Markets Theatre for company's operations

Dubai, September 24, 2005 – Cisco Systems has recently announced several new General Managers for its operations in the Middle East and Africa (MEA) in a bid to leverage the growth acceleration of the past 12 months and focus on increased customer intimacy as a platform for long term regional growth strategy.

"These important changes are part of Cisco's strategy underpinning the creation of the new Emerging Markets Theatre," said Mark De Simone, Vice President for Middle East and Africa . "The Emerging Market Theatre will bring together a new common corporate approach by Cisco for a set of regions, covering Latin America, the Middle East and Africa, Russia and other members of the Commonwealth of Independent States (CIS), and Eastern Europe."

"Cisco believes that in markets of rapid transition and complete transformations, the opportunity to leverage ICT innovation is unmatched and can truly enable these societies to leapfrog to more mature markets in terms of productivity and customer value creation. The company aims to accelerate the build out of a strong local presence matched with a unique skill set and resources for smaller markets," he added.

As part of the organizational realignment, the company has promoted the General Manager for the Middle East - Ghazi Atallah, to Managing Director, Service Providers, Emerging Markets Theatre. Ghazi will be responsible for defining the strategy and Go-To-Market plans for Service Providers business-both fixed and mobile operators- in a region that includes Cisco's fastest growing markets worldwide. He will also sit on Cisco's Corporate Service Provider Business Council that is tasked with shaping Cisco's Service technology strategy world wide. Ghazi's appointment comes as a demonstration of appreciation in his skills and capabilities that helped grow Cisco's business in the Middle East to new heights, and to the importance the company gives to the talent from the Middle East region. Ghazi will continue to be based in Dubai and will report to the President of Global Emerging Markets Theatre.

Another important step is to recognize the crucial market of the Kingdom of Saudi Arabia by having its General Manager, Dr. Badr Al Badr, report directly to the Vice President of Middle East and Africa . The Kingdom of Saudi Arabia is core to Cisco Systems, as its telecom de-regulation and its economic transformation is fueling a renaissance in innovative business models and overall development.

As part of Cisco's top new organization, Samer Al Kharrat, has also been promoted to General Manager, Gulf Region, reporting directly to Mark De Simone. With this new appointment, Samer Al Kharrat will now be responsible for the overall operations across all market segments in the Gulf region, with UAE being its focus country.

Cisco is also accelerating its investments in the North Africa and Levant region by focusing higher level of senior attention to the countries of Algeria and Morocco under the leadership of Yasser Elkady, Regional General Manager for North Africa and Levant . Furthermore Yasser Elkady has increased his responsibilities with the management responsibility of strategies in Iraq and Palestine.

Lastly the organization of Cisco in Pakistan will report directly to the Vice President of the Middle East and Africa with a new leader to be appointed soon.

Mark De Simone commented: "Cisco Systems has entered a distinct phase in its operations in the region. These executive appointments and promotions reflect the importance given by Cisco to tap business potential across geographies and market segments and reinvigorate our drive to bring advanced technologies to the region."

"All emerging markets are high growth markets for Cisco within the coming years, but Middle East and Africa remains the region with the highest growth potential. Cisco is the first company to take a bold step by investing now and create demand in its favor as well as accelerate growth for years to come. Creating a theatre devoted to these markets will enable Cisco to satisfy unique local market requirements with tailored, yet scaleable go-to-market models. The competitive challenges in these markets can be significantly different. This approach makes us more focused with our investments and processes versus key competitors in each category." he added.

Over the past three years, Cisco Systems' business has been organised into five theatres: U.S., Americas International, Europe Middle East and Africa (EMEA), Asia Pacific and Japan . While the traditional markets continue to produce significant growth for Cisco Systems, the company is eyeing further growth opportunities in emerging markets.