Ivor Diedricks is a Senior Product Line Manager, responsible for the Cisco SMB Switching portfolio. His responsibilities include Portfolio Strategy, Portfolio P&L, New product Definition and product Life-cycle Management, Roadmap, and Market/Competitive analysis - all to ensure Cisco products are meeting and exceeding current and emerging customer needs. Ivor has worked in the Networking industry since 1991 in various capacities including Systems Engineering, Consulting, and Product Management. Over his career he has been focused on diverse markets including Service Providers, Enterprises, and SMBs - all at companies such as Cisco Systems, Nortel Networks, Bay Networks, and Spirent Communications. He joined Cisco in 2005.