Transcript Sonus Networks Delivering on the “Need for Speed”

Leveraging Carrier Service Value
Across Converged Networks
Haydn Smith
www.sonusnet.com
Introduction
 Carriers are converging wireline and wireless networks
 Creating brand, ‘sticky’ customers and price-resistant
bundling
 Adding new network services that create value
 Moving from current islands of services to architecture
that supports common services across multiple
network types.
2
Service Value
3
Managing Incumbency

Fixed line revenue is under pressure
 New entrants
 Combo pricing plans
 Traditional features (call fwd, etc)
no longer command a premium

Fixed asset expense rising
 Switch maintenance costs – end of life elements
 Real estate - Heating/air-conditioning. Power
 Staff costs
Need to reduce operational expense
 Make it transparent to satisfied customers
 React faster to market pressure
Need to reduce churn
Create new revenue opportunities
 New compelling experiences
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Before, During & Beyond Legacy Migrations
 Subscribers are living within 3 phases of
Network Migrations
Before
-Legacy voice features
During
-Bundled services
Beyond
-Voice is part of blended services
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Subscribers’ Expectations
Before

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
Legacy Features
POTS Customers
Don’t force change –
encourage it
Feature simulation can
be important
During

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Bundled services Triple play
Derived voice
Feature simulation
can be important
Expect new/more
voice feature
 Messaging
Beyond

Voice blended into
applications – not a
specific offer

IP based VoBB, WiMAX,
3G
 Device independent
 Medium
independent
Legacy features will not
likely define offer’s
success

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Network Migration – Two Concepts
MSAN
IP/H.248
AGCF
IP/SIP
CORE
NGN architecture is the future but
accommodates the past
Before
Legacy
Approach
During
TDM
Box
IP Add
on X
IP Add
on Y
Newer
IP
Control
Beyond
NGN/
IMS IP
Solution
They try to force the
past into future
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Service Convergence from a Single IP Core
Picocell
SIP TA
MSAN
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IP Broadband Network
Femtocell
Trusted
Partner
IP Networks
NGN
Core
Service
Engine
PLMN/
PSTN
SERVICES
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Service Creation
Enhanced Services
Subscriber Services
Secure Core Network
Customer Interface
Reduces process changes
for every new service
Reduces overhead/ cost
Speeds network
changes/upgrades
OSS - Provisioning
Layered Service Advantage
Customer has the same
interface to access, add or
manage services
Consistent look & feel –
consistent branding
Easier to upsell svcs
80%
15%
5%
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Scale is not compromised for 80% of traffic that is typical voice calls

Add conferencing and other enhanced services into the same architecture
Low incremental costs to add n+1 service – create new experiences without new overhead
New Experiences From Traditional Services

Forwarding rule are based on application and device
preferences
 Presence on your cell phone
 Calendar status from Google
 Personal portal settings
 A combination of these factors

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Standard call forwarding feature activation
Applied across one or many devices
Same user experience

Universal connectivity between devices and
networks
NGN or IMS
New
experience leverages
call
forwarding
Service Creation
Enhanced Services
Subscriber Services
Secure Core Network
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
Experience Creation
Mobility
WiFi ▪ WiMax
▪ 3G
Collaboration
E-mail ▪ IM ▪
Biz apps
Connectivity
B-band ▪ Mobile
▪ New Devices
 Blending services together (new
or old) to create new customer
experience
 Can be simple or sophisticated
 Often involves multiple devices or
media types working together
 Goal is differentiate services to
maintain and grow customer
base
 Compete on more than just
price
User Profile
Provisioning ▪
Portal
Security
Authentication ▪
Credentials
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Replicating 20 year old
features is not enough
New Revenue from Applications
Web 2.0 Webtop
I want to see
and manage all
my messages in
one place
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I want to
manage my
contacts, see
their presence
and organize
them according
to activity
Replicating 20 year old
features is not enough
I want to
manage all my
social networks
How can I see if
my contacts are
near by?
IP Business Trunks are Hot
 Own the end customer
 Bundle all voice & data bandwidth
 Upsell enhanced services from the network
 Conferencing
 Hosted Contact Center
 Messaging
 Mobility
 Easy for carriers to sell and deploy
 Appealing to End User’s IT managers
 Eliminates premise gateway hardware costs
 Federate services between sites
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IP Trunks Leverage Core Services
Service
Creatio
n
Feature
Delivery
Security
PBX
IAD/Gateway
IP
POTS/ISDN
Feature
Delivery
Security
Service
Creatio
n
IP-PBX
IP
IP Business Trunks – IP-PBX
IP Phone
Service
Creatio
n
IP Centrex (Hosted PBX)
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Feature
Delivery
Security
Voice VPN
IP Business Trunks - Legacy
IP
FMC - With Enterprise PBX – External Call
Caller
 Network anchors all calls to the business DN
 mobileEdge handles handoff to macro network
 All business services to the mobile phone handled from the core
Feature
Server
Simultaneous Ring -SIP
mobilEdge
NGN / IMS core
Border
Element
A/IP
(or IU/IP)
IP Trunk
IP-PBX
908-555-1002
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908-789-4722
MSC
Connect Mobile Workers Inside The Office
 “5 Bar” Coverage
 Market to IT manager – not every user
 Reduce churn and shopping
 Reduce acquisition spend
 3G data for business applications
 Constrain/manage user access
 Education, manufacturing, etc
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PICO
CELLS
Management
Insight Customer
Portal

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• Feature Configuration
• Account Access
• VM Logs
End User

Residential, Business or both
Used to configure user features
One server required
End-User Interface
VoIP
Activator
CSR
•
•
•
•

Service Activation Engine
Feature Bundling
Resource Configuration
Manual Tasks

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Automated, Flow-Through
Provisioning
Streamlined business view for
front & back office staff
Service Specific “Activator
Modules”
Standardized API for interface
into OSS/BSS
Network
Operations
Network Resources
ASX
PSX
IAD
Voice Mail
GSX
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
Insight xAuthority
Service Provisioning
Network Activation
IP
Trunking
Activator
(future)
IMX
Phones
Service Activation
Order Handling / Fallout
Service Provisioning
Feature Packaging
WSDL / JVT
Insight xAuthority
Bulk Provisioning
and Migration
VoIP
Activation Workflow
OSS/ J Service
Activation API
Hosted
Exchange
SMB Services
Service
Provisioning
Modules
Network Adaptation
Resource Activation
IPUnity
Driver
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Sonus Drivers
Resource Activation
Microsoft
Driver
Business
Services
Sonus Bridges The Divide
Using IP technology to efficiently bring 20th
century technology, voice, into a 21st century
multi-media, multi-modal world
 One architecture
 Enables core connectivity and manages the user experience
 Better subscriber experience
 Simulates legacy features and enables next generation user
experiences
 Proven integration with legacy PSTN networks and architected to
the latest IMS / TISPAN standards
 Carrier-class expectations connect to Web 2.0 services
 Medium agnostic: from copper to fiber to wireless
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THANK YOU