The Cloud A Seamless Mobile Experience. Martin Guilfoyle VP Innovation, R&D

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1 The Cloud A Seamless Mobile Experience Martin Guilfoyle VP Innovation, R&D

2 Agenda The Cloud What Is It? Drivers for Cloud services Challenges to The Cloud Introducing ASPX Application store conundrum 2

3 The Cloud What Is It?

4 The Cloud When did the concept arrive? (1960 s, 1990 s, 1890 s?) Definition according to National Institute for Standards & Technology (NIST) Platform as a service (PaaS) Software as a service (SaaS) Infrastructure as a service (IaaS) X as a service (XaaS) 4

5 Popular Cloud Examples Facebook Research in Motion (RIM) itunes Travel Services Navigation Tripadvisor Banking Applications 5

6 Drivers for Cloud Services

7 Device Drivers for Cloud Services WAP Wireless Application Protocol Early devices Not so smart phones Smart phones Tablets PC dongles Application stores OTT players Video and voice 7

8 Network Drivers for Cloud Services Access technologies GPRS good start UMTS HSPA HSPA+ Long Term Evolution (LTE) LTE + 8

9 From Dumb Pipe to Smart Pipe Dumb pipe 9

10 Explosion in Mobile Data Global Smart Phone Penetration 2011: 15% 2015: 30% Mobile Data Traffic by Application: 2015 M2M 4.7% Gaming 1.5% P2P 6.1% Mobile Video 66.4% Web/Data 21.3% 10

11 Challenges to The Cloud

12 Operator Challenges Device type sourcing Different operating systems Smart phone penetration Ubiquitous platform Unsupported user equipment Revenue growth Tapping the application store stream 12

13 Mobile Ecosystem OEMs Enterprises Mobile Operator Platform Vendors Content & Software Application, Data Providers Own the Customer 13

14 Mobile Ecosystem - Today OEMs & Platform Software & Application Developers End User Rich User Experience Enterprises Operating System Developers Service Providers Content & Data Providers Know the Customer 14

15 Introducing ASPX

16 IPX Overview All Syniverse services supported via IPX Video and voice LTE roaming and Diameter proxy Full range of solutions with one vendor Global reach and interconnectivity Leverage existing Syniverse connections Reach new players Obtain more value and purpose 16

17 Key Industry Trends Rise of mobile lifestyle Increasing smart phone penetration Multi-mode device growth Wireless data and messaging growth with demanding apps Converged services New players in the wireless market Migration to IP-centric services Consolidation, growth of multinational operators More open access into walled gardens 17

18 Industry Needs Future-proof network architecture Designed for data growth Data ARPU up $0.89; voice ARPU down $0.48 Data revenue 36.8% of carrier total Expected to exceed voice by early 2013 Over 50% new handsets sold smart phones Alternative to public Internet Solve latency and security issues Support evolving data and voice services Offer single network IP services *Mobile Future Forward Sept , Chetan Sharma 18

19 Mobile Applications & Content ASPs and MNOs Deliver high-quality experiences for higher value applications Add managed IP connectivity between packet core elements Mobile subscriber QoE Drive further app adoption for developers Increase mobile network usage on mobile operator s behalf Efficient, reliable connectivity 19

20 ASPX Product & Concept Network customization Multiple CoS/QoS settings More efficient transport Bandwidth optimization Better manage applications and traffic Avoid uncertain, unmanaged public Internet Use existing Syniverse IPX connection Resize to fit multiple services traffic volumes 20

21 ASPX A Value-Add Enabler New Revenue Option to monetize quality Brand enhancement Monetize core across multiple MNOs ASP Syniverse IPX Solution Scalability CoS QoS Easily deploy new protocols Build + deploy one network API set Eliminate unmanaged transit networks Deliver a superior user experience Policy management Content optimization Connectivity Proxy services Private network unlike Internet One agreement to reach many MNOs 21

22 Syniverse Application Service Provider Exchange (ASPX) ASPs & Enterprises MMS Gateway SIP P2P VoIP Billing & Settlement SMS Gateway Syniverse IPX Content Caching Content Resizing Content Optimization Transport Optimization MNO1 MNO2 Video Streaming Support App with Hosted GGSN MNO3 22

23 ASPX An Updated Solution Set MNO Value Via IPX Expansion IPX Quality Managed IP Transport/Capacity Leverages SaaS Settlement/Clearing, Messaging, etc. Emerging SaaS/NaaS CDN App Stores New content providers Revenue/Value to ASPs/Content Reach/Distribution QoS/Delivery assurance for premium services Addresses low tolerance for latency & loss Security app, content, data Managed capacity Always-on 23

24 ASPX Capability Suite Managed transport MPLS-enabled, QoS-aware, high-availability, high-bandwidth, multiple-pops, global transport network Technical enablers ENUM, QoS management, SIP API, IP version interworking, protection and security, security and access management Business enablers Cascade billing, agreement, fraud and dispute management, invoicing and settlement, test and verification, SLA management, policy management Web 2.0 enablers Content delivery network, caching, compression and adaptation, transcoding, transrating, WAN acceleration, TCP optimization 24

25 ASPX- Layered Value over IPX Bill/Settle/ Clear $$$ Policy management Optimized, adapted content Managed IP transport 25

26 Application Store Conundrum

27 The Application Store Operators facing increasing data usage without an uplift in associated revenues Innovation has driven the uptake of application stores Application stores lack billing arrangement with end user Application stores well established Walled gardens specific to operating system 27

28 HTML5 An Alternative App Store? HTML5 almost fully defined Significant browser support Support for many codecs already built in Need for plug-ins reduced Run web applications as native applications on smart phones Operators already have billing arrangement with end users Run HTML5 applications on different OS s Innovative HTML5 developers 28

29 Conclusions Mobile cloud has taken off Huge growth Leverage power of IPX with applications and content providers Explore the benefits of an in-house application store Utilize billing relationships already in place Explore HTML5 as driver for application store 29

30 The Original Cloud Service? Almon Strowger? 30

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