IP-Based Service Platforms for Evolving Networks. Brough Turner Senior VP and CTO
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1 IP-Based Service Platforms for Evolving Networks Brough Turner Senior VP and CTO
2 Big Growth in Wireless (millions) Landline Subs Mobile Subs! Subscriber growth! Real competition! Multimedia, video, data! New applications & services Source: ITU World Telecommunications Indicator Database 2002 The Kelsey Group 2002 June 5, 2003 Slide 2
3 Voice Remains the Killer App but voice ARPU is flat Figure 2. Worldwide total mobile revenue: Worldwide Mobile Revenues Voice and Data Mobile Data Mobile Voice $ Source: Telecompetition, Inc., June June 5, 2003 Slide 3
4 Value Added Services The Future for Wireless Carriers! Carriers must provide new, advanced services to stay ahead of the curve 0 Voice, data, video and multimodal services such as:! Mobile instant messaging, FriendsFinder! Mobile chat, enterprise field staff services! MyCaller custom ringback tones! SportsMania, photos and rich video! Equipment suppliers must provide 0 Pre-integrated end-to-end solutions 0 Tools for customization and rapid innovation 0 Support for revenue growth, not just technology June 5, 2003 Slide 4
5 Infrastructure Challenges! Wireless convergence delayed! 3G IP Multimedia Services (IMS) still years away! Voice services still circuit-switched! New 3G-324M mobile video is circuit-switched 0 works over W-CDMA 64 Kbps circuit-switched data! Only wireless data services use IP 0 GPRS, 1xRTT, 1xEVDO,... June 5, 2003 Slide 5
6 The Vision: 3GPP Rel 5 Architecture (UMTS) 2G MS (voice only) BSS CN Nb CS-MGW Abis A/IuCS Mc CS-MGW B Nc Mc PSTN PSTN BTS 2G+ MS (voice & data) BSC MSC Server Gb/IuPS Gs ATM IuCS VLR D H C SS7 GMSC server Iub RNS IuPS Gr HSS Gn AuC Gc IP/ATM Gi IP Network Node B RNC SGSN GGSN 3G UE (voice & data) IM IP Multimedia sub-system MRF Media Resource Function CSCF Call State Control Function MGCF Media Gateway Control Function (Mc=H248,Mg=SIP) IM MRF Gs IP Mg Mc MGCF IM-MGW PSTN IM-MGW IP Multimedia-MGW June 5, 2003 Slide 6 CSCF
7 What We Have Today: 3GPP Rel 99 Architecture (UMTS) 2G MS (voice only) CN BSS Abis A BSC Gb BTS 2G+ MS (voice & data) IuCS RNS ATM Iub IuPS RNC Node B 3G UE (voice & data) BSS Base Station System BTS Base Transceiver Station BSC Base Station Controller RNS Radio Network System B MSC VLR Gs SGSN CN Core Network RNC Radio Network Controller GMSC Gateway MSC June 5, 2003 Slide 7 E PSTN C GMSC D H IP SS7 Gr HLR AuC Gc Gn Gi MSC Mobile-service Switching Controller VLR Visitor Location Register HLR Home Location Register AuC Authentication Server PSTN PSDN GGSN SGSN Serving GPRS Support Node GGSN Gateway GPRS Support Node UMTS Universal Mobile Telecommunication System
8 Value-Added Services In Today s Wireless Networks! Simultaneous IP and TDM operations 0 for both transport and applications! Multimodal application support 0 Mobile users get the access they want, when they want it: voice, data, graphics, messaging, video,! Presence and location-based services 0 Key to a wide variety of new value-added services! Web services for mobile users! Wireless video 0 Advanced messaging, viewing, calling and conferencing with news and entertainment June 5, 2003 Slide 8
9 Application Landscape Evolving Multimodal Voice and Data Services " Directory Services " Map Finder Voice Services " Voice mail " UM " UC VOICE Location-Based Services " Location & availability alerts " Cell Broadcast " Directory services " Community LBS LBS DATA Data Services "SMS, EMS, MMS " Mobile IM "Chat, " PIM June 5, 2003 Slide 9
10 Seeking the Next Generation Service Platform! Application programmability! Session/context management 0 Device: between different modes on same device 0 User: across user s multiple devices and different modes! Data, voice & video services 0 ASR, TTS, IVR, Conferencing! Messaging services! Content stores! IP & TDM network connectivity 0 Voice network 0 Data connections 0 Message gateways Multimodal Application User Session Manager Device Session Manager Data, Voice & Video Services & Stores IP & TDM Network & Message Gateway Connectivity June 5, 2003 Slide 10
11 IP-Based Converged Application Platform! Decompose the elements 0 Leverage the Internet point of view! IP-Based architecture: standard protocols interconnect well-defined elements 0 IP, XML, SIP, RTP, 0 IETF, W3C, etc.! Result is flexible and scalable solutions 0 Small systems: multiple elements per CPU 0 Large systems: deploy multiple, independently optimized elements in a network June 5, 2003 Slide 11
12 Time-to-Market & Flexibility Key to Competitive Advantage! Leverage IT and Internet technologies 0 Large markets with rapidly evolving technology! Volumes drive cost! Diverse applications drive flexibility 0 IETF decomposed architectures! standard protocols connect platform elements (e.g. XML, SIP, RTP on redundant Ethernet)! Build scalable, highly available telecom services 0 New flexibility reduces time-to-market for diverse wireless applications June 5, 2003 Slide 12
13 Equipment Perspective Reduced Platform Cost! Basic components 0 PCs, Servers and Web farm components 0 Ethernet & IP components, switches and routers, 0 Wide area IP network elements 0 Firewall and NAT technology! Software infrastructure 0 Standard operating systems, databases, and tools 0 Rich set of open Internet protocols 0 Scalable WEB architectures 0 Security and authentication technology! Responsive working communities! IETF, W3C, June 5, 2003 Slide 13
14 Application Perspective Reduced Development Cost! Next Generation Service Creation! WEB Services allow sharing of distributed resources! Still need Parley/OSA interfaces for access to IN services! WEB paradigm for distributed applications, based on HTTP and XML derivatives,! User interaction via scripting environments (VoiceXML, SALT, X+V) June 5, 2003 Slide 14
15 IP-Based Service Platform Originating MSC/VLR Gateway Provisioning Gateway Customer Care HLR App Server Web Server WAP Terminating MSC/VLR Media Server Content DB June 5, 2003 Slide 15
16 IP-Based Service Platforms! Real Time Protocol (RTP) 0 For interactive media streams -- voice/video calling! Real Time Streaming Protocol (RTSP) 0 One-way delivery of video & audio! Session Initiation Protocol (SIP) 0 Internal coordination within platform 0 Supports telephony and data services and diverse terminal devices 0 Emphasis on usability very application focused 0 IETF standard, with realistic potential for global interoperability, normalizes existing protocols June 5, 2003 Slide 16
17 IP-Based Service Platform Messaging in Live Interactions Data Message Server Core Incoming Messages Web Interface Wireless Web Instant Message SMS SIP/SIMPLE EMS MMS API Format Conversion Message Routing Outgoing Messages Wireless Web WAP Alert SMS Instant Message SIP/SIMPLE EMS MMS API June 5, 2003 Slide 17
18 IP-Based Service Platform Media is More than Voice Wireless Video! 3G324M video deployed in Japan today 0 DoCoMo FOMA service; early handsets;...! Viewing video clips 0 News, sports, weather, movie shorts 0 Broadcast TV, Webcams! Live handset-to-handset calling 0 Video conferencing! Messaging Applications 0 Video mail, instant messaging, Camcorder June 5, 2003 Slide 18
19 DoCoMo Video Applications * extracted from ntt docomo home page June 5, 2003 Slide 19
20 Movie Preview & e-commerce! Preview a movie currently showing! Locate a nearby theatre! Check seat available! Make an e-commerce transaction 0 Book preferred seating 0 Purchase ticket Spiderman is showing at : 1. UA6, Shinjuku 2. UA6, Shibuya 3. T-Theatre, Tokyo 13:30 13:30 Payment : Credit or Debit : C/D Card Number : Password : ******** Confirm : Y/N 13:30 4/7/02 16:00 13:30 June 5, 2003 Slide 20
21 IP-Based Service Platform Scripting Paradigm! Scripts replace programs & function calls 0 Developers create pages! Rationale 0 Taps pool of WEB developers 0 Easier to maintain and evolve 0 Creates inherently distributed applications, allowing highly available services on commodity hardware! Technology drivers 0 WEB (HTTP) paradigm 0 XML revolution (HTML, VoiceXML, SALT, CCXML) 0 Open Industry standards (IETF, W3C,.NET, etc) June 5, 2003 Slide 21
22 Other Platform Principles! User session management and device management for multimodal applications 0 Integrate live media (Voice, Video, etc), messaging (SMS/MMS, IM, etc.) and data interactions (HTML, WAP, etc) with location and presence! Customer self-provisioning 0 WEB, WAP and IVR interfaces 0 Even SMS or MMS June 5, 2003 Slide 22
23 IP-Based Service Platforms! Easily adapts to diverse applications! Voice, video, data and messaging services! Independently scalable service elements 0 interconnected by redundant IP networks 0 Lowest cost, best fit to diverse applications! Minimum time-to-market! Flexible solution for IP or legacy applications on IP and legacy networks June 5, 2003 Slide 23
24 Map Finder Max needs to find the 51 st Ave Post Office Washington, DC 51 st Ave Post Office Form Filling Graphics Point to Zoom June 5, 2003 Slide 24
25 Map Finder Directions Proceed straight for 1 mile Continue Session Mgmt User choice of mode Application support for modes Take a left onto Multimodal Application Platform June 5, 2003 Slide 25
26 IP-Based Service Platform in the Evolving Wireless Network 2.5G Wireless Network NMS HearSay Solution PMA Application/Document Server TDM Interface (voice) SS7 PSTN SMSC MMSC MSC BSC OAM&P Speech Server Media Server Message Gateway Voice or Data Wireless Control Data Base Presence and Location IP Interface (data) SIP Packet Interface (voice/video) Internet / Core Network Instant Messaging / Presence Location Core (Packet) Network 3G Wireless Network SGSN 3G MSC Server H.248 3G MSC Gateway CGSN RNC June 5, 2003 Slide 26
27 MyCaller Custom Ringback Service! A personalized caller entertainment service! Subscribers select pre-recorded music, sounds, and voices heard by their callers in place of the conventional ringback tone! Fun experience for your subscribers and their friends June 5, 2003 Slide 27
28 MyCaller Service A subscriber self-provisions MyCaller by web, WAP, IVR or SMS The subscriber chooses from the content menu Christina Aguilera?! A call is placed to subscriber s phone Christina Aguilera MyCaller plays a song instead of a ringback tone until the call is answered June 5, 2003 Slide 28
29 MyCaller Service Architecture MSC SCP MyCaller Platform Wireless Wireless Network Network HearSay Intelligent Peripheral MyCaller Subscriber Server HLR PSTN PSTN Service Activation MyCaller Service Gateway MyCaller Content Server MyCaller Subscriber Database Audio Audio ID Query Customer Service Customer Care & Provisioning Content Aggregators Audio Audio Digital Asset Management Audio Subscriber DB Subscriber Management Subscriber Info MyCaller CSM June 5, 2003 Slide 29 WEB WAP SMS IVR Subscriber Provisioning, Content Selection
30 Market Opportunity! MyCaller takes advantage of the ringtone learning curve 0 Personalized ringback builds on subscriber familiarity with ringtones 0 Similar to the way downloadable ringtones built on subscriber familiarity with SMS! Personalized ringback 0 Natural extension of the $1 billon ringtone market 0 Poised to repeat the success of ringtones June 5, 2003 Slide 30
31 SK Telecom experience with their Color-Ring Service! SKT originated the idea with the branded Color Ring service in March 2002! Monthly subscription + airtime + selection fee! 10-month growth over 1,000% 0 Apr 02 Jan ,000 users to 5,055,000 users! Adding 15,000 25,000 new users per day! 33% penetration of mobile phone market! Generating $2 incremental ARPU/month June 5, 2003 Slide 31
32 SK Telecom Experience 20, % 15, , , ,197 1,744 2,438 2,994 3,611 4,217 4, Apr 2002 Total users Color-Ring users Penetration rate Jan June 5, 2003 Slide 32
33 Net Income Projection Quarterly cash-in/ cash-out YIELDS Quarterly cumulative net revenue June 5, 2003 Slide 33
34 IP-Based Service Platforms Scripting for Rapidly Development! Tap new developer communities! Integrate with diverse partners 0 business success depends upon partnering, revenue sharing and minimum time-to-market! IP and Intelligent Network (IN) solutions 0 Can t neglect new services on traditional networks, e.g. MyCaller! Support Converged services 0 Integrate live media (Voice, Video, etc), messaging (SMS/MMS, & IM) and data interactions (HTML, WAP, etc) with location and presence 0 Multi-modal services -- single user experience June 5, 2003 Slide 34
35 The Opportunity is Huge! Most of the world lacks telephones 0 yet improving teledensity drives improved welfare! Mobile services are soaring 0 globally, mobile phones exceed fixed phones! Internet convergence changing everything 0 decades of opportunity ahead of us! IP-based application platforms provide 0 Tools for rapid innovation 0 Support for evolving networks 0 End-to-end solutions, not just technology June 5, 2003 Slide 35
36 NMS COMMUNICATIONS Technology for tomorrow s networks
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