Cisco along with others are looking by at things like licensing the IOS to run on any device. So a company could buy 50 white box switches and slap IOS or JUNOS on them.
In the networking world OSs are even more religious then the Microsoft Linux debates of the past. I know networking shops that will never buy anything but Cisco because they only know how to network on Cisco and they refuse to learn anything else. That is the market that Cisco is going to target.