From India, the technology giant’s service provider vertical contributes about 36 percent to the company's total revenues. Sanjay who  is in charge of the California-based company's service provider business in India and the SAARC region said, Cisco is working with service providers on influencing 3G by contributing services such as e-education with the intend to take video and data services to enterprises and consumers. The telcos have direct contact to Cisco's Bangalore engineering team, which allow them to get custom-made products.

As broadband wireless access (BWA) services are anticipated to begin by the year-end, Cisco is confident of concluding one or two major long-term evolution (LTE) contracts by the middle of 2012. A third of the total revenue of Cisco's service provider vertical will come from these contracts over the next three years.

Many IT vendors like Juniper Networks, ZTE and Huawei, have been approaching customized products in the telecoms sector. But, experts state that they have been conventional in hiring more people. For example, companies like Huawei and ZTE introduced enterprise units and recruited only hundred people whilst aiming $400 million in revenues. Cisco has modified to the demands of mobile service providers by changing to a substitute business model over the past year from offering capex purchase to a pay-as-you-go model.