Transcript Evolution or Revolution: Using Services to Stimulate IMS Adoption in

Evolution or Revolution:
Using Services to Stimulate IMS Adoption
in the NGN
G. D. Redmill, EMEA Market Development Manager
April 5, 2006
Traditional Network Model
ATM
OVERLAY
CORES
PCN
SERVICE
PSTN
TRUNK
(2000 nodes)
ACCESS
EXCHANGE
(5000 nodes)
END USERS
*After BT 21CN Presentation
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2
New Network Model
IMS
IP – MPLS - WDM
IP CORE
CORE
ROUTERS
(100 nodes)
DSLAM / Agg.
Boxes (5000
nodes)
END USERS
*After BT 21CN Presentation
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3
Service Challenges
 Services today are fragmented between
stovepipes / silos and legacy IN solutions
–
–
–
–
Added piecemeal
Isolated
Difficult to co-ordinate
Duplication of resources
 Operators face falling voice revenue margins
– Must increase non-voice service revenue and margin
 Contain / reduce OPEX
– Via consolidated, unified service infrastructure
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4
IMS Promise
 IP Multimedia Subsystem provides vehicle for
delivery / provisioning of multi-media services
based on Internet protocols and applications
– Presence
– Conferencing
– Push to Talk over Cellular (PTToC) /
Push to Multi-Media (PTM)
– Messaging
– TBD
 Intention is not to standardise services, but to allow
operators and third parties to develop any service
 Should enable “convergence of and access to” voice,
video, messaging, data and web based technologies
 Exploit growth of internet and mobile comms
Source: 3GPP TS 23 228 680
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Why IMS?
 Next Generation Service Delivery
 Goals:
– Write once, use anywhere
– Reuse resources
– Manage OPEX
 Services should universal
– Access neutral
 Use common resources rather than
dedicated platforms
– Open standards provide model
– IMS / SIP provide key
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6
Catalysts for IMS Deployment
Best of Breed Components
7.4
Lower Cost SDP
9
Blended MM Apps
19.6
Flexible SCE
41.3
FMC
22.8
0
10
20
30
40
50
Source: Light Reading Webinar
Poll: “Drilling Down on IMS” 189
respondents
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Problems with the Bright New Dawn…
 IMS is the next big thing….right?
 Analysts are falling over themselves
to trumpet its merits
 TEMs have adopted framework
– Niche players have positioned components
 Key question: what will make operators adopt IMS?
– a) because it’s the only solution on offer?
– b) because it offers a compelling business case?
 Do operators adopt a technology per se, or do they
determine merits of individual services?
April 11, 2016
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IMS Challenges
 Difficult to justify investment for replacement of
entire service infrastructure
 Variable rate of IP migration / adoption
– It’s going to happen, but when?
 IMS appears to depend on all IP core and SIP
enabled end points
 How do operators get from A to Z painlessly?
April 11, 2016
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IMS Overview
IP Multimedia Networks
Legacy mobile
signalling Networks
PSTN
Mb
Mb
PSTN
BGCF
PSTN
CSCF
Mk
Mm
Mk
Mw
Mj
BGCF
C, D,
Gc, Gr
Mi
Cx
IMSMGW
MGCF
Mg
Mn
Mr
Mb
MRFP
MRFC
Mb
Mb
P-CSCF
Gm
Gq
SLF
Dx
Mw
Mp
Mb
HSS
CSCF
UE
IM Subsystem
LEGEND:
BOLD Lines: interfaces supporting user traffic
DASHED Lines: interfaces supporting only signalling
Source: 3GPP TS 23.002 V6.4.0
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Decomposition is the Key




IMS is distributed in key software elements
Subscriber access controlled by softswitches
Establish sessions to Application Servers
Application server requests resources from
Media Server (Media Resource Function)
 Communications all enabled with SIP
 Media via RTP
 Application server can be single service
– Or offer service creation
(e.g. BEA, jNetX, Ubiquity, Appium)
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Leverage Decomposition to Build Profit
 IMS can be implemented piecemeal
– Select components necessary for specific
applications with ROI
 Operators must look for applications that
give them the quickest returns
 What are these applications likely to be?
 Key areas:
– Legacy migration / service preservation
(“service emulation”)
– New services
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IMS Adoption
 What do people want?
 Business:
– Collaboration, sharing, presence, consistent experience
 Youth:
– Excitement, collaboration, sharing, presence,
changing experiences
 Consumer:
– Evolving bundles of content, simple charging
 None of us know specifically which services
will be most successful
April 11, 2016
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Live Video Messaging Deployment – TMN
Service Features
 3G Video Call Answering
– Message drop-off
– Subscriber retrieval
 PC Call Answering
– Subscriber retrieval
 3G to SIP PC Video Call
 3G Video Portal
Media Server Features
 Video playback and recording
through VoiceXML
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Video Messaging: TMN Video Mail Architecture
Video Phones / PC
Video
Phone
s/ PC
Internet
Internet
Openwave Mx
Messaging
Platform
3G IPv6
IMS Devices
3G
IMS
SIP
SIP
IP
SIP
H.324M
(ISDN)
Directory
HTTP
SIP
3G H.324m
TDM Video
Users
HTTP
Openwave
SIP Proxy
IP
VXML w/Video
Cantata SnowShore IP MS
MSC
Openwave
Application
HTTP
RADvision
H.324m  SIP
Gateway
HTTP
Greetings /
Message
Store
2.5 G MMS/ 2 G Wireless Users
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Photos Siemens AG
Swisscom – Call Tones Scenario
Description
A CallTone is an announcement selected by a subscriber that is played on the handset of the callee
when the subscriber places a call.
Select
CallTone
Select clip
Jean
Pink Panther
Happy Birthday
Peter Gunn Th.
Simpsons
It is Elisabeth’s
birthday...
John selects a
CallTone...
Select Callee
Elisabeth
Pascale
Joe
Optionally:
John selects an
image (or a
video)
associated with
the Calltone
John selects
whom should
be called using
the CallTone
Happy
birthday to
you...


Elisabeth’s
handset rings...
With the
Calltone !
Elisabeth picks
up the phone
and answers...
Optionally:
The handset
displays the
clip.
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IBM - Multiplayer Gaming Scenario
Description
The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM
IMS Solution, and relying on independent runtime components that are orchestrated for providing a
coherent and enhanced service experience
 Gaming and Conferencing
at the same time
 Allows you to:
– plan game strategy or
– simply tell your opponent
how bad they are
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FMC Fixed
– Simultaneous
Ring Application
MTSMTS
Russia
Mobile Convergence
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M@ilis: a Progressive Multimedia Mail Suite
 Allow customers to receive messages or notifications while
busy, absent, or unreachable & retrieve them from any
phone, PC or TV
 Increase call completion, provide new services and
revenues to telecommunications providers, while guarantee
progressive and cost-effective voice & video mail software
suites :
From: 0873 24 56 (2 calls)
Date: 06/12/03 15:50
Call Notify
Caller Notify
April 11, 2016
Easy
voice mail
Fax & voice mail
Easy
voice mail
Video Mail
Unified mail
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“Sponsored Call” Service
Created by ARGELA Technologies

“Sponsored Call”
– Subscriber agrees to view a video commercial from a “sponsor”
– In return, subscriber receives a discount on phone charge

Rapid development with SnowShore IP Media server (audio & video)
– 4 weeks from start to trial
Benefits of Sponsored Call Service to…
Subscribers
 Saves $$
 Useful promotions
Sponsors
Service Providers
 Multimedia channel of
advertisements
 New revenue stream from
the sponsors
 Interactive promotions,
campaigns and surveys
 Increased air time and
revenue
 Select the customer
segments
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Virtual Contact Center - Architecture
Golf
(Carry)
Skiing
(Bob)
Dial 1 for Golf,
2 for Skiing...
Diving
(Helen)
Other sports
(Fred)
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IMS Adoption Strategies
 Services are designed to be access-neutral
 All IP network is some years ahead
– Including true IP client end-points
 Clear need for IP Media Gateways
– Provide transcoding capabilities to connect legacy
subscribers to emerging IMS solutions
 As IP networks develop, more islands will emerge
– IP Peering will be a growing challenge
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VoIP Architecture – Media Server and Gateway
Application
Servers
Proxy
Server
SIP
Access and Transport
Networks
April 11, 2016
PSTN
Media
MGW
Server
SnowShore IMG 1010 Integrated Media
IP Media Server
Gateway
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VoIP Architecture – Media Server and Transcoding
Application
Servers
SIP
Proxy
Server
SIP
Access and Transport
Networks
RTP
Media
Server
IMG 1010 Integrated
Media Gateway
RTP
RTP
IP
SnowShore
IP Media Server
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Conclusion
 IMS is key to a converged, more efficient service core
– Yielding new revenue (profit) opportunities
– Offering reduced OPEX
 Services alone justify ROI
– Implement IMS piecemeal to support migration strategy
and launch attractive services
 Transport migration is important
– Media Gateways allow IMS to be leveraged in a
converged / legacy environment
 Launch new services via IMS with Media Gateway
to support interworking
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SnowShore IP Media Server
 High performance carrier-class media processing
– Multimedia features that support media-rich applications at scale
 Open, software architecture
– Flexible deployment on standards-based carrier-class servers
 Integrated, best of breed application partners
– Delivering high value, innovative SIP/VoiceXML enhanced services
 Extensive feature support
– For emerging next generation IP services including video messaging
 Full SIP/VoiceXML support
– Cantata’s rich heritage and industry leadership
in developing and implementing standard protocols
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Brooktrout’s Enhanced Services Partners
SnowShore IP Media Server Software
Gateway / Softswitch
RTP
SIP
Application Server
SIP/VoiceXML / MSCML
Centrex/Class 5
Conferencing
IP Call Center/CRM / Virtual / Hosted PBX
Messaging
Prepaid
Service Creation
Video Messaging
Video Conferencing
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Integrated Media Gateway – IMG 1010
 Any-to-any voice network connectivity
Signaling and media
 TDM to IP
 IP to IP network peering
 Simultaneously supports gateway and
transcoding on a call-by-call basis
Multi-application Support – including Class 4 Long distance
networks, Voice over Broadband networks, and IP PBX
 Unparalleled Capabilities
•Simultaneous SIP/ H323 / SS7 / PRI in a single platform
•Highest density: 768 channels in a 1U package
•Software based license upgrades
•Ability to rack and stack up to 32 IMG 1010s
•Integrated routing and translations
•Programmable Protocol Language (PPL)
•Carrier Grade Redundancy and In-Service Updates
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April 11, 2016
Thank You!
Questions?
+44 1344 380214
[email protected]
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