Transcript PacketMedia HMP 2.0 - Dialogic | Diameter, WebRTC

IMS Realities and Opportunities
Moderator: George Kontopidis, SVP, Product and Technology Strategy, NMS
Panelists: Chad Hart, Senior Consultant, VDC
Kirk Mosher, Sr. Product Line Manager, Sun MicroSystems
Will Yapp, VP Worldwide Sales, Openera Technologies
Agenda
 George Kontopidis, NMS
 IP Multimedia Subsystem Overview
 Chad Hart, VDC
 The Analyst’s Perspective
 Kirk Mosher, Sun
 The Platform Perspective
 Will Yapp, Openera
 The Integrated Mobile Device Perspective
Slide 2
IP Multimedia Subsystem (IMS)
 IMS is the next generation of network architecture for
communication services
 Specified by the 3rd Generation Partnership Program (3GPP)
 IETF, CableLabs, ETSI, ITU, and others
 Originated by mobile operator needs
 Replaces/evolves the traditional Intelligent Network
 Merges with the Next-Generation Networks
 Network equipment providers are the drivers
 Carriers/operators/service providers are the
beneficiaries
www.nmscommunications.com
Slide 3
IMS Architecture
www.nmscommunications.com
Slide 4
IMS Advantages
 Mobility management
 Find users, subscriber data
 Session orientation
 Same session for multiple media
 Service control
 Personalized profiles
 Session service quality (QoS)
 Congestion avoidance vs. management
 Unified OSS/BSS
 Billing and management
 Standard interfaces
 3GPP, IETF, ITU, 3WCC
www.nmscommunications.com
Slide 5
IMS Value Prop. to Service Providers
 Convergence
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Devices
Networks
Subscribers
Services
OSS/BSS
 New services
 Combined services
 Mobility and presence
 FMC, collaboration, PTT
 Faster deployment of new services
 Faster turn-around
 Standards-based
 New pricing models
 Bundles, location-based pricing
Better ARPU, more MOU, less churn, lower CapEx, lower OpEx
www.nmscommunications.com
Slide 6
New Breed of IMS Applications/Services
 Enterprise
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Rich-media collaboration
Seamless call appearances
Push-to-talk/view
Personal presence management
Sales automation
 Entertainment
 Video streaming
 TV services, cartoons
 Network-based gaming with mixedmedia and location features
 Personalization
 My Container
 Ubiquitous device delivery
 Presence messaging
www.nmscommunications.com
Slide 7
The Analyst’s Perspective
Chad Hart, Senior Consultant, VDC
www.vdc-corp.com
Slide 8
Why Operators Want IMS —
Revenue Generation and Cost Savings
Main Revenue Driver
Main Cost Savings Driver
New apps and
services that do
not exist today
7%
Network
Deployment
6%
Less
Infrastructure
25%
More efficient
application
delivery
27%
Application
Delivery
38%
Deployment of
Next-Gen Apps
66%
Transmission
25%
Lower
Maintenance
6%
68% stated new revenue generation was the primary driver for IMS
www.vdc-corp.com
Slide 9
Emerging Value Chain
Traditional Model
High-level of
Integration
Emerging Model
3rd Party Applications
In-house
3rd Party
Applications Applications
NEP Equipment
and Services
Network Components
Low-level of
Integration
www.vdc-corp.com
Enabling Tech and
Components
Enabling Tech and
Components
Slide 10
Systems Integrators
Systems
Vendors
Phases of IMS Implementation
Stage #
Name
Description
0
Not IMS
No SIP or IMS
0.5
Pre-IMS
Some SIP-based and/or partially
compliant IMS components and
applications
1
Some IMS Some IMS-compliant components and
apps deployed
2
Real IMS Significant IMS components and apps
deployed; application data stored on
HSS
Ideal IMS Complete IMS deployment; all
subscriber data stored on HSS
3
www.vdc-corp.com
Slide 11
The Platform Perspective
Kirk Mosher
Sr. Product Line Manager, Netra Systems Group
Sun Microsystems
www.sun.com
Slide 12
Layered IP-Based Service Model
Bringing IT/Web Programming to Telecom Services
........
........
Presence
Interactive
Gaming
Service
QoS
...
Billing / OSS
........
........
Presence
QoS
Video
Streaming
Service
Billing / OSS
........
Presence
QoS
Billing / OSS
Push to Talk
Service
“Stovepipe” Service Model
Layered IP Service Model
Application
Layer
Service Logic
Execution Environment
Session
Management
and Control
Billing / OSS
Control
Layer
IP Multimedia
Subsystem
QoS
Presence
...
Network Subsystem
Transport
Layer
Base Station Subsystem
Access
Layer
Slide 13
Multi-Service IP Network
RAN
WLAN
...
PSTN
Faster Time-to-Market
Reducing New Service Introduction from Years to Months
New
Service
Rapid
Prototype
Launch
Trial
Modify and
Augment
Scale
“With IMS, new product introduction can go
down from 2 years to just 3 to 5 months”
- Frost & Sullivan, 2005
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Enabling rapid service creation
Making service experimentation cost effective
Breaking the tie between infrastructure providers and new services
Allowing operators to choose “best of breed” applications and
services from different suppliers
www.sun.com
Slide 14
Open Service Delivery Platform
Java Programming Model for IP-Based Service Creation
Java Enterprise Edition (Java EE)
App
Wireless Messaging API
BPEL Engine EJB Container
EJB
Servlet
Parlay
CA
EJB
Servlet
EJB JSLEE
CA
Java Service Logic Execution Environment (JSLEE)
Service Building Block (SBB) Container
Services
Java SE
Service
Activation
API
Access
Access
Manager
Java ME
SBB
SBB
SBB
SBB
Enabler
SBB
Service
Enablers
IP Billing
API
JBI
RA
JEE
RA
Service Interaction Manager
SS7
Network Resource Adapters
SIP
SIP
Quality of
Service API
Trouble
Ticket API
Java Business Integration Bus
JAIN SIP
Location API
SIP API
App
Access Manager
SOAP
Portal Server
Web Container
HTTP
SIP TCAP
CAP
CSCF
MSC
INAP
MAP
HSS
MM7 SMPP
MMSC
Slide 15
Common Network Resources
SMSC
OSS/J
IT-fication for Telecom Networks
It's the Killer Architecture that Matters
“The value of IMS is not so much as a specific service
enabler...but as a service creation framework in which a
variety of multimodal and multimedia services are
supported and enabled.”
- IDC, IMS Technology & Prospects, July 2005
www.sun.com
Slide 16
The Integrated Mobile Device Perspective
Will Yapp
VP Worldwide Sales
Openera Technologies
www.openeratech.com
Slide 17
Market Background
 Mobile operators need new services — not just voice!
 SMS & ring tones have been hits for teens
 Mobile email has been a hit for mobile workers
 Profits seen in emerging converged services
 Inter-person communication remains a killer app…
 But what is beyond basic voice?
 Adding presence, location, messaging, picture/video sharing
capabilities that subscribers will use is next
 Changing the paradigm from “What” first and then “Who” to
“Who” first and then “What”
 SIP/IMS is leading the charge, and not just on 3G!
 2.5G & FMC too
Continued 
www.openeratech.com
Slide 18
Market Background
 SIP/IMS addresses…
 Person-to-person, group and community-based applications
 Both peer-to-peer and server-based applications
 Fixed-Mobile Convergence (FMC) and dual-mode WiFi/cellular
offerings
 Carrier investments underscore industry belief in demand for
SIP/IMS services
 Cingular, Verizon, Sprint, BellSouth — commercial launch 1Q06
 Vodafone, others — commercial launch 2Q06
www.openeratech.com
Slide 19
IMS Services Vision
Multi-Access, Device Independent
 Cellular Access to IP & IMS
Services
 GPRS / EDGE
 UMTS / 1xEVDO
 Cellular Access to 2G Services
 2G
 WiFi Access to IMS Service
 Proprietary
 3GPP Rel 6
 WiFi Access to 2G/2.5G
Services
 UMA
www.openeratech.com
Slide 20
SIP/IMS Market
Device Challenges & Solutions
In-Stat: “The key to successfully capturing the market for next generation personalized
services is control of the end-point device.”
 New age application success will be all about the user experience and packaging for
targeted demographics in a way that allows the subscriber the ultimate flexibility in
personalization
 However… current SIP/IMS device solutions have following issues:
 SIP/IMS capability in devices is lagging early market needs
 SIP/IMS services being delivered as bolt-on point solutions
 SIP/IMS services from multiple vendors as bolt-on point solutions lead to poor usability and lack
of adoption
 FMC targeting VoIP applications only
 Ideal SIP/IMS client solution will provide:
 A simple, intuitive, IMS-first, end-user experience
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Support for all standardized SIP/IMS services
Seamless access capability across service set
Open APIs for extensibility
Portability to multiple platforms
Ability to easily customize, brand and package for targeted subscriber demographic
For downloadable applications either by the subscriber or the operator OTA
www.openeratech.com
Slide 21
Conclusion
 IMS is a great opportunity
 For equipment providers
 For operators
 For subscribers
 It is an evolutionary transition over several years
 Expect to see
 New breed of applications
 New business models
 New, dynamic players
 NMS is positioned as an excellent partner
for your platforms, and your solutions
www.nmscommunications.com
Slide 22
Questions?
Contact Info:
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