WI-FI CALLING A POWERFUL CUSTOMER RETENTION TOOL JOHAN TERVE, VP MARKETING

Transcription

1 WI-FI CALLING A POWERFUL CUSTOMER RETENTION TOOL JOHAN TERVE, VP MARKETING 1

2 ABOUT APTILO NETWORKS Market leader in Wi-Fi Service Management 100+ deployments in 70 countries Critical component for Wi-Fi calling & offloading Software solution & cloud service Reliable partner to leading telecom vendors HQ in Stockholm, Sweden 2

3 OUR PRODUCT APTILO SMP 3

4 SOME OF OUR CUSTOMERS 100+ Carrier Wi-Fi customers in more than 70 countries 4

5 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 5

6 THE TELECOM LANDSCAPE IS CHANGING Rich Cable MSO Fast #1 Content (TV, Games etc.) Basic MNO Slow Reason for Cable MSO to go Fixed Mobility Mobile 6

7 THE TELECOM LANDSCAPE IS CHANGING 70-80% CELL 20-30% 85-90% 10-15% #1 Wi-Fi Wi-Fi Reason for MNO to go TODAY IN A FEW YEARS Mobile Broadband Provider Churn Something I use between Wi-Fi Hotspots 7

8 THE TELECOM LANDSCAPE IS CHANGING #2 Reason for Cable MSO and MNO to go SIM-Card? What about my other devices? Landline? Why? AND NEW WAYS OF THINKING BY THE YOUNGER GENERATION 8

9 THE TELECOM LANDSCAPE IS CHANGING Wi-Fi will prevail! It s up to Cable MSOs and MNOs to capture this opportunity. #3 reason 9

10 EUR per contract customer USD WHAT IS THE COST OF CHURN? EUR Cost to recruit a new customer, compensating for the one that churned The cost of churn and churn prevention is typically around 15% of mobile service revenue in some cases above 20% This is Billion / year for a 10 Billion operator. What if Wi-Fi could reduce this by just 10%? T-Mobile, NL T-Mobile, AT KPN, NL (SAC/SRC consumer) 150+ Million is a decent Wi-Fi budget! EE, UK 0 T-Mobile, NL T-Mobile, AT KPN, NL EE, UK Source: 10

11 CAN WI-FI ATTRACT NEW CUSTOMERS? 58% of respondents (and more for 4G subs.) would churn to a mobile operator that provided public Wi-Fi connectivity as part of the subscription Surveys aren t the same as reality, but results signal how strong value there is in Wi-Fi Arqiva and Analysys Mason primary research on 2000 UK respondents 11

12 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 12

13 NEXT-GEN WI-FI CALLING ON THE MOVE Sep 2014 Apr 2015 Apr 2015 WHO S NEXT? DEVICE SUPPORT Apple iphone 6 Samsung Galaxy S6 MS Lumina 640 WHO S NEXT? 13

14 NATIVE WI-FI CALLING Example of user experience : iphone 6 14

15 NATIVE WI-FI CALLING ON IPHONE 6 LTE strength Operator Wi-Fi Calling Symbol Wi-Fi strength T-Mobile s Wi-Fi Calling symbol Example of user experience : iphone 6 15

16 NATIVE WI-FI CALLING ON IPHONE 6 Same voice dialer Same phone number Example of user experience : iphone 6 16

17 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched LTE RAN Wi-Fi Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) epdg 17

18 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched LTE RAN Wi-Fi 1 Native support: VoWi-Fi VoLTE Call Transfer Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) epdg Same Dialer VoWi-Fi VoLTE 18

19 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched LTE RAN Wi-Fi 1 Same Dialer Native support: VoWi-Fi VoLTE Call Transfer VoWi-Fi VoLTE 2 Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) Secure IPSec tunnel going through ANY Wi-Fi Network epdg 19

20 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched LTE RAN Wi-Fi 1 Same Dialer Native support: VoWi-Fi VoLTE Call Transfer VoWi-Fi VoLTE 2 Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) Secure IPSec tunnel going through ANY Wi-Fi Network 3 epdg epdg terminating IPSec and connecting with P-GW 20

21 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched 1 Same Dialer Native support: VoWi-Fi VoLTE Call Transfer VoWi-Fi VoLTE Wi-Fi 2 LTE RAN Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) Secure IPSec tunnel going through ANY Wi-Fi Network 3 epdg 4 epdg terminating IPSec and connecting with P-GW IMS with support for VoWi-Fi and VoLTE connecting to PSTN 21

22 WHAT IS NEXT-GEN WI-FI CALLING? LTE Voice over LTE (VoLTE) S-GW P-GW IMS Core VoLTE/VoWi-Fi Circuit Switched 1 Same Dialer Native support: VoWi-Fi VoLTE Call Transfer VoWi-Fi VoLTE Wi-Fi 2 LTE RAN Wi-Fi RAN Voice over Wi-Fi (VoWi-Fi) Secure IPSec tunnel going through ANY Wi-Fi Network 3 epdg 4 epdg terminating IPSec and connecting with P-GW IMS with support for VoWi-Fi and VoLTE connecting to PSTN 5 3GPP AAA Authenticating and Authorizing the Wi-Fi Calling service 3GPP AAA 22

23 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 23

24 WI-FI CALLING BENEFITS - SUBSCRIBER Cellular Voice/Text Services reach into my home I can cancel my landline and rely on mobile only Seamless experience Integrated into my smartphone Calls transfer LTE Wi-Fi without interruption I can make calls from abroad using local rates At least if my operator applies T-Mobile s policy HD voice calls Faster Call Setup Also available for VoLTE 24 24

25 WI-FI CALLING BENEFITS - OPERATOR Enhanced indoor coverage improves customer satisfaction Same charging models as for cellular voice Roaming may be a game changer in the industry No need to invest in femtocells or DAS to cover residents Large savings in both CAPEX and OPEX Small Cells still an option for dense areas Back in the driving seat OTT less important for subs. Works over any Wi-Fi connection Low barrier for operators with existing IMS Only need to deploy epdg and 3GPP AAA First mover will attract new subscribers 25

26 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 26

27 QOS GLASS HALF FULL OR HALF EMPTY? 27

28 QOS GLASS HALF FULL OR HALF EMPTY? Wi-Fi has limited QoS control! 28

29 QOS GLASS HALF FULL OR HALF EMPTY? Outdoor Indoor Wi-Fi has limited QoS control! Limited QoS guarantee indoors anyway for cellular! 1 watt Signal -30 db 0,001 watt 29

30 QOS GLASS HALF FULL OR HALF EMPTY? Outdoor Indoor Wi-Fi has limited QoS control! Limited QoS guarantee indoors anyway for cellular! 1 watt Signal -30 db 0,001 watt I can control QoS in my own Wi-Fi. WMM VSA 30

31 QOS GLASS HALF FULL OR HALF EMPTY? Outdoor Indoor Wi-Fi has limited QoS control! Limited QoS guarantee indoors anyway for cellular! 1 watt Signal -30 db 0,001 watt I can control QoS in my own Wi-Fi. WMM VSA Enough capacity in Wi-Fi? 31

32 QOS GLASS HALF FULL OR HALF EMPTY? Outdoor Indoor Wi-Fi has limited QoS control! Limited QoS guarantee indoors anyway for cellular! Home 1 watt Signal -30 db I can control QoS in my own Wi-Fi. 0,001 watt WMM VSA Enough capacity in Wi-Fi? 10 Mbps ac 1.3 Gbps Often excess capacity in a Wi-Fi network Calls or 333 HD Voice 32

33 QOS GLASS HALF FULL OR HALF EMPTY? Outdoor Indoor Wi-Fi has limited QoS control! SET THE RIGHT EXPECTATIONS Limited QoS guarantee indoors anyway for cellular! Home 1 watt Signal -30 db I can control QoS in my own Wi-Fi. 0,001 watt WMM VSA Enough capacity in Wi-Fi? Mobile voice services wherever you are connected to Wi-Fi, to the capabilities of that Wi-Fi network 10 Mbps ac 1.3 Gbps Often excess capacity in a Wi-Fi network Calls or 333 HD Voice 33

34 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 34

35 THE 3GPP AAA FUNCTION IN WI-FI CALLING HSS SWx 3GPP AAA User connects to ANY Wi-Fi network ANY Wi-Fi SWm S6b 1 epdg PGW EAP-AKA IMS PSTN 35

36 THE 3GPP AAA FUNCTION IN WI-FI CALLING 3GPP AAA authenticates and authorize user for Wi-Fi Calling HSS 2 SWx 3GPP AAA User connects to ANY Wi-Fi network ANY Wi-Fi SWm S6b 1 epdg PGW EAP-AKA IMS PSTN 36

37 APTILO S ADDITIONAL SMARTS The Aptilo SMP Wi-Fi Calling solution provides optional smarts : Additional multiple source look-ups for service or user related policy decisions. HLR HSS ANY Wi-Fi D / Gr` SWx Other Db non-sim Support 3GPP AAA Aptilo SMP Wi-Fi Calling SWm CRM Policy Lookup Wi-Fi Calling Policy Policy lookups Gx S6b PCRF IPSec Tunnel (SWu) epdg GTP (S2b) PGW SGi EAP-AKA IMS PSTN 37 37

38 APTILO S ADDITIONAL SMARTS The Aptilo SMP Wi-Fi Calling solution provides optional smarts : Additional multiple source look-ups for service or user related policy decisions. Support for non-sim device provisioned by a Wi-Fi Calling application. HLR HSS ANY Wi-Fi D / Gr` SWx Other Db non-sim Support 3GPP AAA Aptilo SMP Wi-Fi Calling SWm CRM Policy Lookup Wi-Fi Calling Policy Policy lookups Gx S6b PCRF IPSec Tunnel (SWu) epdg GTP (S2b) PGW SGi EAP-AKA IMS PSTN 38 38

39 APTILO S ADDITIONAL SMARTS The Aptilo SMP Wi-Fi Calling solution provides optional smarts : Additional multiple source look-ups for service or user related policy decisions. Support for non-sim device provisioned by a Wi-Fi Calling application. Support for HLR. HLR HSS ANY Wi-Fi D / Gr` SWx Other Db non-sim Support 3GPP AAA Aptilo SMP Wi-Fi Calling SWm CRM Policy Lookup Wi-Fi Calling Policy Policy lookups Gx S6b PCRF IPSec Tunnel (SWu) epdg GTP (S2b) PGW SGi EAP-AKA IMS PSTN 39

40 APTILO S ADDITIONAL SMARTS The Aptilo SMP Wi-Fi Calling solution provides optional smarts : Additional multiple source look-ups for service or user related policy decisions. Support for non-sim device provisioned by a Wi-Fi Calling application. Support for HLR. User / Device Authentication and Authorization for Wi-Fi access. HLR HSS ANY Wi-Fi D / Gr` SWx SWa Access Gateway Other Db non-sim Support 3GPP AAA SWm IPSec Tunnel (SWu) Aptilo SMP Wi-Fi Calling epdg CRM Policy Lookup Wi-Fi Calling Policy GTP (S2b) Policy lookups Gx S6b PGW SGi PCRF EAP-AKA IMS PSTN 40

41 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 41

42 TURN-KEY SOLUTIONS VENDOR A VENDOR B HSS/HLR 3GPP AAA 3GPP AAA HSS/HLR epdg epdg I got somebody to hang if something goes wrong. AP AP AP AP 42

43 VENDOR LOCK-IN BY TURN-KEY SOLUTIONS HSS/HLR VENDOR A 3GPP AAA It will only work with our own 3GPP AAA. Our 3GPP AAA works best with our HSS. VENDOR B 3GPP AAA HSS/HLR epdg Want to build Wi-Fi? It s ok as long as you go with us or vendor F. If you go with our Wi-Fi and Gateways, you will get the AAA for free! AP AP AP AP epdg 43

44 VENDOR LOCK-IN BY TURN-KEY SOLUTIONS HSS/HLR VENDOR A 3GPP AAA It will only work with our own 3GPP AAA. Our 3GPP AAA works best with our HSS. VENDOR B 3GPP AAA HSS/HLR epdg Want to build Wi-Fi? It s ok as long as you go with us or vendor F. If you go with our Wi-Fi and Gateways, you will get the AAA for free! AP AP AP AP epdg Why are some vendors only pro standards when they are sitting in the standardization meetings? How can I get the best functions to stay competitive? What if my turn-key vendor terminates a critical product line? Is there really such a thing as a free lunch? 44

45 WHY GO BEST-OF-BREED? Avoid vendor lock-in Choose best product Avoid supply risks Increase competition 3GPP AAA Vendor Agnostic ANY Mobile Core Vendor Vendor agnostic AAA may be only 10% of your investment but.what if it make you save just 11% on the remaining 90%? HSS HSS HSS epdg epdg epdg epdg ANY Wi-Fi Infrastructure Vendor AP AP AP AP AP AP AP AP 45

46 WHY GO BEST-OF-BREED? Avoid vendor lock-in Choose best product Avoid supply risks Increase competition Aptilo SMP enable best-of-breed 100+ deployments with all leading vendors in more than 70 countries Pre-enabled adaptations with vendor specific attributes (VSA) epdg ANY Mobile Core Vendor epdg 3GPP AAA Vendor Agnostic HSS HSS HSS epdg epdg ANY Wi-Fi Infrastructure Vendor Vendor agnostic AAA may be only 10% of your investment but.what if it make you save just 11% on the remaining 90%? AP AP AP AP AP AP AP AP 46

47 AGENDA WHY SHOULD OPERATORS CARE ABOUT WI-FI? WHAT IS NEXT-GENERATION WI-FI CALLING? BENEFITS OF WI-FI CALLING WHAT ABOUT QOS FOR WI-FI CALLING? IS IT REALLY ENOUGH TO RELY ON A STANDARD 3GPP AAA? TURNKEY SOLUTION OR BEST-OF-BREED? CALL FLOWS IN NEXT-GENERATION WI-FI CALLING 47

48 EPDG TUNNEL SETUP 1 UE attach to Wi-Fi and obtain IP connectivity 2 UE selects epdg based on static IP configuration or DNS Circuit Switched IMS Core VoLTE/VoWiFi 3 UE and epdg perform mutual authentication during IPsec tunnel establishment using public key certificates 4 UE sends encapsulated EAP-AKA messages over IKEv2 to epdg incl. user identity (NAI) and potential APN (for IMS) HSS 6 SWx 8 3GPP AAA Aptilo SMP Wi-Fi Calling SWm S6b SGi 5 epdg de-capsulates EAP-AKA messages and sends to AAA for authentication and authorization AAA fetch AKA authentication vectors generated by the HSS (if not available). AAA extract IMSI for the user 7 AAA initiates the authentication challenge with epdg and UE 8 If successful, the AAA initiates the subscriber profile retrieval with the HSS to check if the user is authorized for the untrusted access and sends server registration. 9 If successful, the AAA sends the final authentication answer incl. IMSI and MSK (Master Session Key) 1 EAP-AKA Wi-Fi RAN Untrusted 2 Wi-Fi IPSec (SWu) epdg IPSec termination -EAP-AKA or AKA required for authentication -The username part of NAI is based on IMSI P-GW S2b (GTP or PMIPv6) 48

49 INITIAL ATTACH WITH GTP 10 PGW connection information is returned by the AAA as part of the response to the epdg. Info on APN-AMBR, static QoS profile can be included. 11 If the UE has provided an APN, the epdg verifies that it is allowed by the user s subscription. If the UE has not provided an APN, the epdg selects a default APN. 12 The epdg sends a Create Session Request (incl. info on IMSI, APN, RAT type, PDN address, EPS Bearer Identity, Default EPS Bearer QoS, APN-AMBR, Charging Characteristics) message to the PGW 13 The PGW creates a new entry based on the EPS Bearer Identity and generates a Charging Id. The new entry allows the PGW to route user plane traffic between the epdg and the packet data network and to start charging. If required, the PGW performs authentication and authorization with the AAA to get access for the given APN. 14 The selected PGW informs the AAA on its identity and the selected S2b protocol variant (here GTP). The AAA then informs the HSS of the PGW identity and the associated APN. 15 The PGW returns a Create Session Response message to the epdg incl. the UE IP address. 16 The epdg is now authenticated by the UE and epdg sends IP address to UE. 17 IP connectivity is setup and packets are tunneled to and from UE and PGW through IPSec and GTP. From the PGW to IMS, normal IP-based routing takes place. Wi-Fi RAN Untrusted Wi-Fi HSS EAP-AKA SWx IPSec (SWu) Aptilo SMP Wi-Fi Calling SWm GPP AAA S6b 11 Circuit Switched epdg IPSec termination IMSI is used for user identification on the GTPv2 based S2b interface IMS Core VoLTE/VoWiFi P-GW SGi S2b (GTP or PMIPv6) 49

50 Q &A No one knows Carrier Wi-Fi better than we do! +100 Carrier Wi-Fi Customers in more than 70 countries Vast experience with mobile core integration Multitude of Wi-Fi Business Models, login & billing options Best-of-Breed Pre-integrated Wi-Fi features Large-Scale Carrier Wi-Fi deployments 50

51 ACRONYMS 51 51

52 BACKUP SLIDES FOR Q&A 52 52

53 ROAMING 3GPP OPTIONS 3GPP describes two options of roaming for untrusted access Routed to Home PGW/IMS Local Breakout (LBO) to Visited PGW/IMS Both options require an epdg in the visited network The 3GPP two options facilitates that full control of the UE location can be achieved and international calls can be allowed/denied as a policy decision by the home operator. Differentiated charging is possible. 53

54 3GPP ROAMING SCENARIO: HOME ROUTED HSS SWx AAA Server S6b hpcrf Rx Gx Home IMS Core VoLTE/VoWiFi SGi Circuit Switched Gxb Home operator Visited network P-GW SWm EAP-AKA Wi-Fi IPSec (SWu) Wi-Fi RAN Untrusted epdg IPSec termination S2b (GTP or PMIPv6) 54

55 3GPP ROAMING SCENARIO: LBO Home operator HSS SWx AAA Server hpcrf Visited network SWd S9 Rx Visted IMS Core VoLTE/VoWiFi Circuit Switched AAA proxy S6b vpcrf Gx SGi P-GW Gxb EAP-AKA Wi-Fi IPSec (SWu) Wi-Fi RAN Untrusted SWm epdg IPSec termination S2b (GTP or PMIPv6) 55

56 ROAMING: CONTROLLING INT. WI-FI CALLS In initial deployments, the UE will connect directly with the home epdg without any visited epdg involved For this setup, no native information is available on what Wi-Fi network and in which country the roaming UE voice client is connected cmp T-Mobile s international Wi-Fi Calling rates to US numbers Two possible solutions to manage the inherent lack of location info: based on the UE source IP address the epdg could pass on information over SWm using AVP Visited-Network-Identifier to the AAA server. An additional IP registry database look-up (e.g. with ARIN, RIPE, APNIC, etc.) would be required. -> will require epdg support policy decision to authorize/deny the Wi-Fi Calling service based on UE location info available in HSS 56

57 ROAMING: CONNECTING TO HOME EPDG IMS Core VoLTE/VoWiFi Circuit Switched Visited network Home operator HSS SWx 3GPP AAA Aptilo SMP Wi-Fi Calling SGi SWm S6b P-GW EAP-AKA Wi-Fi IPSec (SWu) epdg S2b (GTP or PMIPv6) Wi-Fi RAN Untrusted IPSec termination 57

58 UE/EPDG INITIATED DETACH (S6B) Triggers - UE lost Wi-Fi connection or power off - IKEv2 tunnel release 58

59 HSS/AAA INITIATED DETACH (S6B) Triggers: - Re-authentication timeout - User s subscription removed 59

60 PGW RESOURCE DEACTIVATION (S6B) Trigger - Handover Wi-Fi LTE: connections associated with the PDN are released but the PDN IP address is maintained in the PGW as the anchor point 60

61 HANDOVER - UNTRUSTED WI-FI TO LTE 61

62 HANDOVER - LTE TO UNTRUSTED WI-FI 62