Transcript Template

OMA-TP-2010-0020R01-INP_REQ_input_for_All_IP_Workshop
Service deployment in
evolved mobile all-IP systems
- REQ presentation
Date: 01 Feb 2010
Availability:
Public
X OMA Confidential
Contact: Francesco Vadalà
Source: REQ
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© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Structure of this presentation
• After a brief introduction, the following slides represent
some consideration on the
services trends based on market analysis, technological considerations, …
• Each slide describe a particular aspect on the telco/IT landscape
• This aspect may be or not directly related to all-IP based networks, but in any case it
represents a trend in the telco/IT world and may represent an opportunity/risk for the
mobile operator
• Each slide has one/more deductions in bold that represents a snapshot of the
aspect identified in that slide
• These deductions represent high level requirements that are to be taken into account on
defining the evolution of service layer.
• For each deduction, it is identified a list of activities that OMA is already doing or
that OMA need to do in order to address those requirements.
• More detailed requirements for OMA activities may come from a further deeper analysis
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Introduction
• Evolved Mobile All IP Systems represents an opportunity for mobile operators to provide
enriched services to their customers.
• Challenge and opportunity for OMA to define new features/enablers and/or enhance existing
ones that will enable the building of applications that fully leverage all-IP network
capabilities.
• Starting from trends/analysis* in the telco/IT world, the aim of this presentation is to identify a
list of considerations that may allow operators to exploit the capability of All IP Systems on
providing more appealing services to end-users.
*)
It migh not be exhaustive
Trends&
Analysis
Innovative
services
List of
reqs
All IP
Systems
capabilities
Others
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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What is an “All-IP Network”
• All-IP Network (AIPN): A collection of entities that provide a set of capabilities for the
provision of IP services to users based on IP technology where various access systems can
be connected. The AIPN provides a set of common capabilities (including mobility, security,
service provisioning, charging and QoS) which enable the provision of services to users and
connectivity to other external networks. An AIPN requires one or more connected access
systems to allow users to access the AIPN.
3GPP TR 22.978 V8.0.0 (2008-12)
www.ccpu.com/papers/3Gto4Gmigration
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Market
consideration
Mobile revenues …
http://www.ofcom.org.uk/
•
It can be noted that one reason for the great success of the very simple SMS service is the ubiquitous
support across 3GPP mobile devices, making it possible for users to exchange SMSs with any other
user, not having to care about whether or not the recipients’ client, subscription or current network is
capable of receiving the SMS. Modifying that service might create incompatibilities between
implementations and deployments, possibly eroding the base for its success, why it might be better to
concentrate improvement of messaging experience towards new services, keeping SMS as is.
1) Voice and Messaging/SMS generate the most of total mobile revenue
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Market
Smartphones and applications drive more
consideration
sophisticated use of mobile Internet
http://www.ofcom.org.uk/
• Encouraging consumers to access the Internet and consume data services via mobile
devices has been one of the wider mobile industry’s over-riding objectives for many years.
• In Q12009, more than eight million people use the internet on their mobile phones
• People expect you to have a presence on social media, so if you are not there, you are
missing an opportunity to connect to customers
2) Access information using browser, access e-mail and access social networking
continue driving mobile Internet adoption.
There is no agreed definition of ‘smartphone’ since it is a constantly evolving technology, but here a smartphone is defined as a handset running Symbian
(6.1 and above), Android, Blackberry, iPhone, Palm, Windows Mobile or Linux operating systems.
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Device
evolution
Mobile broadband market begins to mature
http://www.ofcom.org.uk/
• Mobile broadband (which enables users to connect to the Internet with their laptop, using a cellular
network via a USB modem or ‘dongle’) emerged as a viable consumer proposition, as the roll-out of
HSPA networks enabled mobile operators to offer Internet access at headline speeds comparable to
those available through basic fixed-line broadband services.
•
By the end of Q1 2009 around 3 million households had a mobile broadband connection (approximately 12% of
all households). In May 2009, over a quarter of a million new connections were added, and pre-pay (pay-asyou-go) connections exceeded post-pay connections for the first time.
• Another indicator of the maturing of the mobile broadband market is the range of tariffs available:
•
Several mobile network operators started to offer a range of tariffs on both pre-pay and post-pay
3) The number of mobile users connecting using a USB modem plugged in a PC is growing
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Market
consideration
Business markets
http://www.ofcom.org.uk/
• Over the five years to 2008
the fastest growth in business revenues has
come from mobile services.
• Corporate data services have also grown over the period,.
4) The fastest growth in revenues has come from mobile services
offered to Corporate users
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Device
evolution
The User Experience
• In future, terminals will be something quite different ...
• And the User Experience will be even more important.
• Services have to be appealing
and easy
http://blogs.pcworld.com/staffblog/archives/005075.html
• New competitors have come:
• Apple is historically very good in UI and iPhone is very appealing
• Google as well (simple and effective)
5) User Experience is a key for attracting users
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Device
evolution
Terminals Are Not Anymore Simple
Endpoints ...
• A lot of Intelligence in mobile terminals
•
New processors
•
New Operating Systems (e.g. Android, Linux)
• Web 2.0 capabilities
•
e.g. Widgets, Feeds, mash-ups
• Terminal with embedded communication
•
Kindle (Amazon) hides the communications costs
within its commercial offering for buying new
books
•
devices with built in (pre-paid) communications
capabilities
http://developer.android.com/intl/it/guide/basics/what-is-android.html
6) More complex devices are available on the
market and need to be managed
http://en.wikipedia.org/wiki/Amazon_Kindle
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Business
models
… they Are Intelligent Nodes!
All-IP-Cocktail recipe:
1. Take a phone with a good OS and a
good battery
2. Local IP access
a)
3.
“All you can eat” IP connectivity
Shake it and serve it cold
http://reviews.cnet.com/best-smartphones/
WebCo
All-IP terminal
Seamless access network (with flat rate)
The Internet
Mobile Terminals will be mini-PC using client/server based applications
• WebCos may be in a position to govern the evolution of services and infrastructures of future Services
• Seamless connectivity will be a must with flat rate.
•
IMS is stated as the long-term evolution plans by many operators but operators are to pay attention to
services offered by other providers through a direct IP connection
7) New actors (WebCos) as Service Providers for final users, using the mobile network as
transport facility
•
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Global vs Regional:
the Telcos And The Webcos models
Business
models
Telcos
$
Proposition for the user
The Freemium business model
1. Pay per Minute
2. Pay per Bit
3. Pay per Service
4. Pay per Event
Subscription or Pay per
use business model
Advertisers
$
Google/Yahoo
Business Model Paradox
What is a valuable (and
billable) service for an
Operator, is a service given
for free by WebCos
1. Search for free
2. Get free services
(e.g. voice, IM)
3. Click on Ads
Business Span Paradox
Even the most global
Mobile Operators are not
operating services all over
the world. On the contrary
any small Internet startup
has the world as a potential
market
8) Users may like more flexibility on packaging services in terms of
charging
9) Users may not want to care about the connectivity, but they want an
easy “service roaming”
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Business
models
Two Sided Telecoms Business Model
http://www.telco2.net/blog/2008/03/post_12.html
10) Additional opportunity for operators on connecting end-users with 3rd party
services, and getting paid by the 3rd party for doing so.
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #13
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Telco vs
Webco
A Network of Participating Entities
A peer-to-peer (or P2P) computer network is an overlay network that relies on the computing power and bandwidth
of the participants in the network rather than concentrating it in a relatively few servers.
• Sharing content files containing audio, video, data or anything in digital format is very common, and real-time data,
such as telephony traffic, is also passed using P2P technology.
•
http://en.wikipedia.org/wiki/Peer_to_peer
•
Fundamental principles of P2P solutions:
•
•
•
the edge intelligence (software and functions are in the client software)
the idea of OVERLAY Network
Overlay Net means that somebody else has to put the transport
infrastructure
•
On going discussion on Net neutrality vs Peer-to-Peer
•
In USA, FCC is promoting net neutrality.
11) Peer-to-Peer is a type of traffic growing in the mobile
network too, that may be a threat or an opportunity for
mobile operators
http://news.cnet.com/8301-30686_3-10357806-266.html
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #14
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Device
evolution
Internet of Things (IoT)
• “In the last ten years the Internet connected people, then places. Now I'm
absolutely convinced that the Internet will connect things – cars, refrigerators,
houses. This is both a major business opportunity in Europe and the answer to
many social needs.”
Daniel Nabet, director, Machine to Machine, of Orange Business Systems,
http://www.microsoft.eu/Futures/Viewer/tabid/64/articleType/ArticleView/articleId/273/categoryId/16/Menu/1/Link/13/The-Internet-of-things.aspx
• Internet of Things covers different modes of communication: things-to-person
communication and thing-to-thing communications, including Machine-to-Machine
(M2M) communication that potentially concerns 50-70 billion ‘machines’, of which
only 1 % are connected today. These connections can be established in restricted
areas (‘intranet of things’) or made publicly accessible (‘Internet of things’).
http://ec.europa.eu/information_society/policy/rfid/documents/commiot2009.pdf
12) Objects (things) become progressively addressable/connectable and more
intelligent
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
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Telco vs
Webco
The Importance of Data
•
•
Given the rapidly expanding firmament of
OSPs (Online Service Providers) that
collect and exploit user data, mobile
operators need to evaluate their own user
data management strategies rapidly.
Do the mobile operators want to contest or
complement global Internet companies?
http://www.newsfactor.com/story.xhtml?story_id=020001YT121C
13) Data owned by the mobile operators
represent a value that may be exploited
offering contextualized services or
offering value added information to
third parties
http://news.bbc.co.uk/2/hi/7433128.stm
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #16
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Telco vs
Webco
The Network of the Future
• 90 % of the data traffic is not related to communications services, but to data retrieval
http://innowave.blogspot.com/2007/05/new-way-to-look-at-networking.html
• The use cases that drove the development of the current Internet architecture have
been node-centric, e.g., to enable remote connections to a certain network node (nodecentric paradigm). However, the usage of the Internet has changed and focus has
shifted towards accessing and disseminating information/contents. For these use
cases, the source (i.e., network location) of the information/contents is rather irrelevant
from a user’s point of view. The user cares about getting the right information/content
as fast as possible. This paradigm is called “information/content centric networking”.
http://www.ieeelcn.org/lcn34demos/lcn-demo2009_dannewitz.pdf
• UGCs (User Generated Contents), created and indexed by the users, are part of those
data
• Other providers (e.g. Google) can become the Broker and dispatcher of UGC and
users can help it in indexing all the content!!!
14) Users demand for services based on information/content getting the right
information/content as fast as possible
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #17
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Telco vs
Webco What APIs to Expose and Fragmentation
• Opening up interfaces to third parties is enriching the service portfolio of Operators
•
What APIs are used?
Telco point of view
• What is the market span of a TELCO ?
• Regional. Even the biggest are not present
all over the world!!
• How many APIs in the TLC ?
• Tens!!!
• Why ?
• To differentiate the offering of each single
Telco and for interoperability
Webco point of view
• What is the market span of a WebCo ?
• Global. Everyone can reach:
www.damnsmallwebco.com
• How many APIs in the Web ?
• Thousands!!!
• Why ?
• To differentiate the offering of each single
WebCo
• Other provider (e.g. Skype) could open up its gateway, allowing services
to mash-up with
other web service APIs.
http://recursosvoip.com/bloge/2009/11/09/can-they-turn-skype-lite-into-a-skype-platform
15) Operators are competing with other actors on offering APIs to the developers
community
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #18
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Cloud computing
• Cloud Computing is a technology able to offer the
network storage and processing capabilities based
on Web Mechanisms
• Applications are able to use resources made
available by networked processing or storage
“clouds” (autonomous systems).
• Different functions span over computing clouds.
• The network is a sort of computer that offers
http://dougfloyd.wordpress.com/2007/10/
capabilities on demand.
• The cloud computing market adopts a traditional business model: the pay per use, i.e., a
customer is charged based on storage and computational resources being used
• Web 2.0 pushes for an increased virtualization of resources into the web:
WebOS
• Applications that do replicate an OS in the network
• Rich Internet Applications
•
•
Networked applications whose functions are similar to those of Desktop Applications
16) Mobile devices may be able to purchase resources from the cloud; SaaS (Software
as a Service) may impact the service offering to mobile customers
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #19
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Summary of considerations and mapping into OMA
activities* (1/2)
1) Voice and Messaging/SMS generate the most of total mobile revenue
•
CPM/CAB and Push over SIP for Messaging, Mobile Email, APIs activity
2) Access information using browser, access e-mail and access social networking continue driving
mobile Internet adoption.
•
Browsing, New activity related to social networking?
3) The number of mobile users connecting using a USB modem plugged in a PC is growing
•
Device Management,
4) The fastest growth in revenues has come from mobile services offered to Corporate users
•
New activity related specific Corporate services?
5) User Experience is a key for attracting users
•
Look and Feel Customization
6) More complex devices are available on the market and need to be managed
•
Device Management, Smart Card Web Server, Client Side Enabler APIs
7) New actors (WebCos) as Service Providers for final users, using the mobile network as
transport facility
•
APIs activity
8) Users may like more flexibility on packaging services in terms of charging
•
Charging
*) mapping is not exahustive and has to be considered as a first draft
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #20
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Summary of considerations and mapping into OMA
activities* (2/2)
9) Users may not want to care about the connectivity, but they want an easy “service roaming”
•
Device Profiles Evolution, Secure User Plane Location
10) Additional opportunity for operators on connecting end-users with 3rd party services, and getting paid
by the 3rd party for doing so.
•
APIs activity
11) Peer-to-Peer is a type of traffic growing in the mobile network too, that may be a threat or an
opportunity for mobile operators
•
APIs activity, Mobile Search Framework, Converged Personal Network Service
12) Objects (things) become progressively addressable/connectable and more intelligent
•
Secure Content Identity Mechanism, Converged Personal Network Service, New activity related to Internet of
Things?
13) Data owned by the mobile operators represent a value that may be exploited offering contextualized
services or offering value added information to third parties
•
Service User Profile Management, Device Profiles Evolution
14) Users demand for services based on information/content getting the right information/content as fast
as possible
•
Dynamic Content Delivery, Categorization based Content Screening Framework, Mobile Spam Reporting, Mobile
Search Framework
15) Operators are competing with other actors on offering APIs to the developers community
•
APIs activity
16) Mobile devices may be able to purchase resources from the cloud; SaaS (Software as a Service) may
impact the service offering to mobile customers
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #21
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Conclusion
• Evolved mobile technology offers new market challenges and
opportunities to operators
• The market is evolving and operators are to face innovative scenarios
• A list of considerations
(not exhaustive) identified in this presentation
• OMA should drive the challenges to exploit the capabilities enabled by
new technologies on providing more appealing services to end-users
… all-IP systems must become a winning card for operators!
© 2010 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-TP-2010-0020R01
Slide #22
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