Cisco floated the idea of decoupling the sale of IOS software, network hardware and SMARTnet maintenance contracts at its Networkers user conference, which drew more than 10,000 customers to the Las Vegas Convention Centre. Though the company has refrained from making a public announcement, the idea for evolution in software comes as Cisco looks to become more of a software and applications vendor.

The company has already sold millions of licenses for unified communications, network management and security applications and has an eye on more advanced software areas such as telepresence.

Cisco's shift into "telepresence," has evoked mixed reactions from inside the industry. While many see Cisco's decision as a natural progression for the company, some view the changes as a step that will leave many of its loyal customers behind.

Cisco CEO John Chambers has stressed that the network is moving from simply providing transport to enabling "…life's experiences while at work, at home and at play."

Cisco isn't the only company interested in making strategic shifts. Network security player Symantec has stated that they, too, will start shifting their focus. Symantec is moving away from its IPS security hardware appliances, and turning its attention to the burgeoning security management market. In the case of Symantec, the move can be seen as one that will play to the company's strengths and also allow it to capitalize on an area that most industry observers believe is on the point of a substantial boom.