1 WiFi calling WiFi calling boosting loyalty, coverage, and service continuity Your business technologists. Powering progress
2 At last! WiFi Calling opens up the last hidden corners of our cities for seamless digital communications whether at the back of the biggest store or on the deepest platform of the metro, Communications Service Providers can now strengthen customer relationships like never before. Christopher Dulya, Telco Network Products at Atos 2 Telco Network Products (TNP) - WiFi Calling
3 WiFi Calling Good things happen! From time to time, good things just happen. We are not talking about revolutions in digital communications here. We are talking about a relatively simple business and technology development which is going to be deeply satisfying for both Communications Service Providers (CSP) and their customers. Very soon we will not be able to imagine life without it. It s WiFi Calling and if you are a CSP you can make it a winning reality for your customers right now. Where have you just come from?... From home? From a meeting? From a visit to the store? How many times have you already seen a free WiFi sign today? They re everywhere. In the hotel lobby; in the bar or the restaurant; on the station concourse or the airport check-in lounge; in the college campus, the hospital and the workplace. Not to mention the WiFi at home. Apart from the fact that it s everywhere something else makes WiFi particularly interesting - WiFi is fast, cheap, easy to use, and easy to deploy. When we are hiking in the hills, there are going to be moments when the signal bars on our phones are all greyed out. And sometimes when we re hiking in the hills, we re kind of happy not to be connected. But in town, it s different. When you re going into the department store on a Saturday afternoon, you ve got a full signal out on the street, it drops to two bars when you get inside, and before you know it, you re down to zero. And it s the same on the metro. And it s the same when you re in the parking garage of your office building. And that s not right because you expect to be always connected. You expect to be able to make calls and send messages anywhere, anytime. Connected anywhere, anytime at the right price You are sitting in a coffee shop. You can use the local WiFi to call friends or colleagues overseas for free. But at a price hassle costs time and effort: You open your browser Find a WiFi key maybe waiting in line for the barrista to give you a code Remember which Over-The-Top (OTT) VoIP service the person you are calling uses - was it Skype? Facetime? Google Talk? Open up the right VoIP application and hope somebody is on the other end and connected. We shouldn t be ungrateful. This is already good but it s a good second best. Because what people really want is a WiFi Calling service bundled right in with everything else they get from their CSP. We want the same contact lists. We want better quality calls. We want see incoming call details. We want access to voice mail and messaging and we want all this through our own unique identifier. Unique identifier? Yes we want to make calls and send messages (SMS or USSDs) using our own mobile phone numbers the numbers which identify us on the move for every friend, colleague, client and family member. One number is all we need not the hassle of multiple proprietary and restrictive OTT application identities. Telco Network Products (TNP) - WiFi Calling 3
4 What, why, and why now? With WiFi Calling, any CSP can now piggyback on any available WiFi network and use it to offer subscribers improved service availability. In some parts of the world, notably in the US and the UK, CSPs are already taking full business advantage of WiFi Calling. Elsewhere, it is just getting started, and CSPs have an immediate opportunity to wow and win clients. WiFi Calling offers CSPs an immediate opportunity to meet some of the most critical business challenges head on. The beauty of this solution lies in its simplicity. The logic is pure; the commercial model clean; and the Atos technology sound and robust. Main business challenges for CSPs Acute downturn of mobile revenues Reduced mobile revenues from voice and messaging are due in part to leakage to OTT players and applications. Customers can t believe their luck - free calls and messages from OTT players! But for you, as a CSP, where s the incentive to grab back this free voice and messaging traffic? If it s free, you are not going to make money, and margins are already thin enough. In your fight-back against OTT players, WiFi calls and messages won t count against the mobile subscriber s plan. But what you lose by offering reduced or free rates, even for international roaming, you should more than recover in terms of additional subscribers, reduced churn, and increased spend on value-added services. This is not theory. Atos estimates you could get up to a 10-15% churn reduction thanks to WiFi Calling. Analysis by Cisco of the more mature WiFi markets shows that advertising revenues from a single mall can soon add up to $20-40 for a thousand hits as long as the target is sufficiently accurate. And this is where you can win every time. WiFi user location can be leveraged indoors. And what does that mean? Extraordinarily focused advertising opportunities and pinpoint relevance for social networking. High churn with business and consumer customers People feel more loyalty to the brand of their chosen mobile device than they do to their CSP and that s something we at Atos urgently want to change. WiFi Calling will make an immediate and quantifiable contribution to wowing existing customers and winning new ones. Your customers will enjoy low-cost, high-quality calls and messages over WiFi - even outside their cellular coverage area. WiFi Calling means not worrying about roaming charges when calling home from abroad. Your customers will value the ease-of-use and simplicity of having the same service experience across both the cellular network and WiFi. For the very first time, you will be able to wrap your subscribers in service as they move through their daily lives. Dips in signal and service have long been the largest source of customer complaints. Well not any more. WiFi Calling will enable you to offer unprecedented levels of coverage even in the urban black holes that have blighted user experience until now. It gets even better. While the focus of WiFi Calling is firmly on voice, you will also be able to make the full spectrum of value-added voice and messaging services available to every customer at all times and all through their own number. Network overload Although the primary business driver for WiFi Calling is rooted firmly in the quality of customer experience, WiFi Calling also provides a cost-effective way of offloading the growing mobile traffic from the cellular network. Network offload becomes a serious collateral benefit. And using WiFi access allows you to extend your coverage at much lower costs compared with other technologies. Again, the logic and reality are simple. As soon as voice services and messaging are piggybacked on a WiFi network, the cellular radio access network is relieved of the corresponding traffic, while maintaining the CSP in the flow of the voice and data traffic. It s as simple as that. This means that WiFi Calling helps to significantly reduce the pressure on your 3G networks and your network operating costs. It also means that WiFi Calling acts as a bridge between 3G and LTE networks, reducing or delaying capital expenditures in 4G network rollouts. In this way, WiFi Calling can serve any CSP as an immediate tactical solution for network offload. 4 Telco Network Products (TNP) - WiFi Calling
5 WiFi Calling for consumer and business customers Even if WiFi Calling might have been initially regarded by many as a purely tactical opportunity anybody who cares about maximizing business benefit is going to think very carefully about how to craft their proposition for specific target markets. WiFi Calling allows CSPs to launch disruptive products to the market. The cleanest and most immediate target market split is between your consumer and business customers. The consumer The WiFi Calling proposition for consumers is direct. As a CSP you now can offer constant and continuous service cost-effectively. For your consumer customers their individual telephone numbers become the constant key for access to your full portfolio of services. This means that for people whose lives are built on a foundation of digital connectivity (and for a growing proportion of society, this is the case), you can offer constant companionship and support, more simplicity and an intense service experience, establishing relationships that will last a lifetime. You can also offer immediate and generous terms for reduced or free calling and for the reduction or elimination of restrictive roaming charges. And with an offer like that, you will build enduring loyalty. The business For your business customers, things become even more interesting. WiFi Calling enhances coverage and eliminates the dropped calls and interruptions caused by weak or intermittent signals in offices and factories. WiFi Calling boosts productivity, unchaining your workforce from their fixed line phones and PCs, allowing them to work throughout the workplace. This new ability also means that facilities managers can rethink the use of space for greater cost-effectiveness and increasingly collaborative workstyles. WiFi Calling also allows you to offer your business customers reduced communication costs. WiFito-WiFi calls can be offered free of charge while calls with one WiFi leg can be offered at reduced rates. Employees travelling abroad can call back to the office when connected to a WiFi network as if they were at home. As a CSP, this means more opportunities for up-selling products and value-added services, as you bundle WiFi capability with IP connectivity and wireline service contracts. Digging deeper But dig a little deeper. Do what the most imaginative and ambitious CSPs do every day, and ask: Where can WiFi Calling begin to uncover revenues which are currently hidden from the competition? Every CSP is exploring new business-tobusiness relationships. Phone companies and media companies become almost indistinguishable as sports fans turn to CSPs for live match experience. As our homes turn into smart homes, telecommunications companies and white goods manufacturers explore shared opportunities. These new and positive collaborations are beginning to emerge amongst all companies that are committed to building better futures. And WiFi Calling offers an immediate, viable and profitable opportunity to develop these new partnerships. Personalized advertising is a clear opportunity exploiting the pinpoint precision that WiFi offers. But this is just the start. Think: What happens at sporting and cultural events where personal interaction increasingly comes to define the quality of experience? What happens in stores and malls where buying decisions are increasingly influenced by digital peer behaviors? What happens when local government makes WiFi part of social infrastructure provision where digital relationships and good citizenship go hand-in-hand? The WiFi Calling basics are already massively compelling for CSPs. You boost coverage, reduce churn, enhance customer loyalty and reduce network costs by offloading traffic from the cellular radio access network. But once you really begin to dig deeper, you will discover an entirely new panorama of value-added opportunities all of which can fulfill the two foundation principles of business success: 1. You make people s lives better 2. You do it profitably Telco Network Products (TNP) - WiFi Calling 5
6 WiFi Calling: What do we have to offer? Atos is immensely enthusiastic about WiFi Calling and we hope that you will be too! But what do we actually do? We have a solution, but what does that actually mean, and more importantly what does it mean for you? Overview of the Solution So far, we have not been over-technical in this brochure. But remember, behind the enthusiasm and vision, Atos are business technologists. When you are ready to put your technical teams together with ours, then we can examine every detail of the solution and its associated architecture. For now, we ll just include an overview of our integrated WiFi Calling solution. This comprehensive solution consists of three main components: The Voice over WiFi (VoWiFi) mobile client from Lydrasoft The WiFi Calling Telephony Application Server (TAS) and Media Resource Function (MRF) products from Atos The IMS core network MAP SMS-C Cellular RAN Atos WiFi TAS IR.92 SMS GW USSD GW T-ADS IN RR OCI CAP MSC/VLR HLR MAP SS7 OCS IP DCCA Voice, SMS Sh HSS VoWiFi Mobile Client ISC CSCF Internet Mr MRF SBC P-GW / epdg WiFi LAN Core Network We have created our WiFi Calling solution in partnership with innovative mobile device software vendor, Lydrasoft. Lydrasoft s userfriendly smartphone software adds Voice over WiFi capability to the subscriber s smartphone. Your customers will see the WiFi Calling icon in their handset top-bar, letting them know they can call and message using WiFi Calling. WiFi Calling The WiFi Calling products of Atos are built using robust and tested technologies that have already been deployed for tier-1 mobile operator networks internationally. Our WiFi Calling products deliver the following key functionalities: IR.92/IR.94 and 3GPP MMTEL compliance. This allows you to offer a consistent user experience providing voice over WiFi with all of the familiar features of the mobile phone. This lets your customers continue to enjoy their preferred options from both cellullar and WiFi networks for seamless continuity of service. They can continue to hide their mobile numbers when calling; transfer calls to third parties; put calls on hold and manage call-forwarding settings; hold three-way conferences and access a unified voice mailbox. Your customers will love it. Full online charging integration with the credit control system for calls and messages. The On-line Charging Interface (OCI) acts as a gateway between signaling and credit control. This allows you to offer WiFi Calling subscribers prepaid, credit control, or postpaid rate plans. The network-based Terminating Access Domain (T-ADS) function determines whether incoming calls must be delivered to the WiFi or cellular domain according to available WiFi coverage. The SMS Gateway implements the required interworking of short messages from the core network to the WiFi domain and vice versa. This is completely transparent for your customers. USSDs remain important for many people and many uses. The USSD Gateway implements the required interworking for originating USSDs allowing users to update their subscription settings just as they do on the cellular networks. For CSPs with Mobile Switching Centers (MSC) in their core network that are not enhanced for IMS Centralized Services (ICS), the Atos TAS enables IN-rerouting. This ensures consistency and continuity of user experience across circuit-switched and IMS domains. The Atos MRF product processes and manages media streams efficiently for announcements, tones and conferencing - allowing you to personalize the user experience for your customers. In addition to Atos and Lydrasoft products, the WiFi Calling solution relies on an IMS core network for standardized solution implementation. If you have an existing IMS network, we will integrate with it. Alternatively, in partnership with industry partners, we will supply and integrate the IMS core network to deliver an end-to-end solution for a seamless user experience. 6 Telco Network Products (TNP) - WiFi Calling
7 Adding value through complementary services Atos has a wide range of communications products, already implemented by many CSPs and available for immediate adoption right alongside WiFi Calling. These complementary products enable you to offer new levels of value-added service to your clients. Our Telco Network Products (TNP) include Mobile VPN; Virtual PBX; PBX Trunking; Number Translation Services; Messaging Center Services; MRF and VoLTE TAS. All products support both postpaid as well as online charging and billing models across the full range of end points. These include mobile phones, SIP phones, PBX extensions, PSTN phones and even Lync clients. Built on the same robust, carrier-grade, and well-established technology platform, all products are fully compatible with WiFi Calling. They all integrate across the core network the same way, and are all designed with intuitive and user-friendly interfaces for both public usage by your clients and for your own internal management as a CSP. Making it happen WiFi Calling is ready for adoption right now. Different markets and different CSPs have their own unique drivers, challenges, and market positions. We know that not every CSP will be an early adopter of WiFi Calling. We also know that there is a solid business case for many CSPs. WiFi Calling has already been successfully implemented in the world s most mature markets and it is quickly expanding - ready for local adoption and innovation. WiFi calling boosting loyalty, coverage, and service continuity Because WiFi Calling is going to be so popular with business and consumer customers early adoption means gaining competitive advantage, reducing churn, and winning new customers in the short term. Atos offers rapid pathways to adoption starting with easy pilot and trial options, this solution can be turned into a winning business reality in a short time. Are you ready? Let s get started! Telco Network Products (TNP) - WiFi Calling 7
8 About Atos Atos SE (Societas Europaea) is a leader in digital services with 2013 pro forma annual revenue of 10 billion and 86,000 employees in 66 countries. Serving a global client base, the Group provides Consulting & Systems Integration services, Managed Services & BPO, Cloud operations, Big Data & Security solutions, as well as transactional services through Worldline, the European leader in the payments and transactional services industry. With its deep technology expertise and industry knowledge, the Group works with clients across different business sectors: Defense, Financial Services, Health, Manufacturing, Media & Utilities, Public Sector, Retail, Telecommunications and Transportation. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future. The Group is the Worldwide Information Technology Partner for the Olympic & Paralympic Games and is listed on the Euronext Paris market. Atos operates under the brands Atos, Atos Consulting, Atos Worldgrid, Bull, Canopy, and Worldline. For more information, visit: atos.net For more information, contact: atos.net Atos, the Atos logo, Atos Consulting, Worldline, Atos Sphere, Atos Cloud and Atos Worldgrid are registered trademarks of Atos SE. December Atos.
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