Editing Cisco (section)

=== 2006–2012: The Human Network ===
[[File:Dmitry Medvedev in the United States 23 June 2010-2.jpeg|thumb|Russian President [[Dmitry Medvedev]] and California Gov. [[Arnold Schwarzenegger]] at Cisco, 2010<ref>{{cite web|url=http://en.kremlin.ru/events/president/news/8148|title=Visit to Cisco|date=June 23, 2010 }}</ref>]]
As part of a rebranding campaign in 2006, Cisco Systems adopted the shortened name "Cisco" and created "The Human Network" advertising campaign.<ref name="human-network">{{cite web |url=http://www.cisco.com/web/about/ac49/ac20/downloads/annualreport/ar2006/pdf/ar_2006_complete.pdf |title=Welcome to the Human Network |publisher=Cisco Systems |year=2006 |access-date=February 12, 2014}}</ref> These efforts were meant to make Cisco a "household" brand—a strategy designed to support the low-end Linksys products and future consumer products.<ref name=":3" />

On the more traditional business side, Cisco continued to develop its routing, switching and security portfolio. The quickly growing importance of [[Ethernet]] also influenced the company's product lines. Limits of [[Cisco IOS|IOS]] and aging Crescendo architecture also forced Cisco to look at merchant silicon in the carrier Ethernet segment. This resulted in a new [[ASR9000|ASR 9000]] product family intended to consolidate the company's carrier Ethernet and subscriber management business around [[EZchip Semiconductor|EZChip]]-based hardware and [[IOS-XR]].<ref name=":3" />

In March 2007, Cisco acquired Reactivity Inc, a privately held XML gateway provider based in [[Redwood City, California]]. Cisco placed the Reactivity team and product portfolio under its Datacenter Switching and Security Technology Group, which reported to the company's then senior vice president [[Jayshree Ullal]].<ref>{{Cite web |title=Cisco Completes Acquisition of Reactivity |url=https://newsroom.cisco.com/c/r/newsroom/en/us/a/y2007/m03/cisco-completes-acquisition-of-reactivity.html |access-date=2024-11-06 |website=newsroom.cisco.com |language=en}}</ref>

Throughout the mid-2000s, Cisco also built a significant presence in India, establishing its Globalization Centre East in [[Bangalore]] for $1&nbsp;billion.<ref name="Segal2011">{{cite book|last=Segal|first=Adam|title=Advantage: How American Innovation Can Overcome the Asian Challenge|chapter-url=https://books.google.com/books?id=ZuLwhms9tHEC&pg=PA191|date=January 10, 2011|publisher=W. W. Norton|isbn=978-0-393-06878-8|page=191|chapter=Chapter 8 – Promoting Innovation at Home}}</ref> Cisco also expanded into new markets by acquisition—one example being a 2009 purchase of mobile specialist [[Starent Networks]].<ref>{{Cite news|url=https://www.nytimes.com/2009/10/14/technology/companies/14cisco.html|title=Cisco Buys Starent Networks for $2.9 Billion|last=Vance|first=Ashlee|author-link=Ashlee Vance|newspaper=The New York Times |date=October 13, 2009 |access-date=November 27, 2018|language=en}}</ref>

Cisco continued to be challenged by both domestic competitors [[Alcatel-Lucent]], [[Juniper Networks]], and an overseas competitor [[Huawei]]. Due to lower-than-expected profit in 2011, Cisco reduced annual expenses by $1 billion. The company cut around 3,000 employees with an early-retirement program who accepted a buyout and planned to eliminate as many as 10,000 jobs (around 14 percent of the 73,400 total employees before curtailment).<ref>Svensson, Peter. ''[http://www.csmonitor.com/Business/Latest-News-Wires/2011/0512/Cisco-to-cut-costs-and-jobs-as-profits-stall Cisco to cut costs and jobs as profit stalls]''. May 12, 2011. Christian Science Monitor. Accessed August 2, 2012.</ref><ref>Vance, Ashlee. (July 12, 2011) [https://www.bloomberg.com/news/2011-07-11/cisco-may-cut-about-5-000-jobs-in-august-gleacher-analyst-says.html Cisco said to Plan Cutting Up to 10,000 Jobs to Buoy Profit]. Bloomberg. Retrieved September 10, 2011.</ref> During the 2011 analyst call, Cisco's CEO John Chambers called out several competitors by name,<ref>{{cite web|url=http://www.enterprisenetworkingplanet.com/netsysm/cisco-ceo-we-were-fat.html|title=Cisco CEO: We Were Fat|date=September 14, 2011|access-date=January 5, 2016}}</ref> including Juniper and HP.

On July 24, 2012, Cisco received approval from the [[European Union|EU]] to acquire NDS (a TV software developer) for US$5 billion.<ref>{{cite web|title=Cisco Receives EU Approval to Acquires NDS|url=http://www.brightwire.com/news/232272-cisco-receives-eu-approval-to-acquires-nds|publisher=BrightWire|access-date=July 24, 2012|archive-url=https://web.archive.org/web/20130116102153/https://www.brightwire.com/news/232272-cisco-receives-eu-approval-to-acquires-nds|archive-date=January 16, 2013|url-status=dead}}</ref> In 2013, Cisco sold its Linksys home-router unit to Belkin International Inc., signaling a shift to sales to businesses rather than consumers.<ref>{{cite news|title=Cisco Sells Linksys Home Router Unit to Belkin |newspaper=Bloomberg.com |date=January 24, 2013 |url=https://www.bloomberg.com/news/2013-01-24/cisco-sells-linksys-home-router-unit-to-belkin.html|publisher=Bloomberg}}</ref>