Transcript Converged Mobile Services – Extending Content and

Converged Mobile Services – Extending
Content and Applications seamlessly across
WLAN & 3G Networks
Wi-Fi Business Development Summit
October 2005
© 2005 Tatara Systems, Inc. All Rights Reserved
Tatara Is Gaining Mobile Convergence Market
Leadership Through Continued Execution
 Focused exclusively on mobile convergence
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Founded in 2001 and staffed by experienced team of communications veterans
Platform delivers services today with graceful transition to the future
Recognize that true convergence is more than just voice
 Tier 1 investor partners
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Fully funded to profitability
 Performing with key customers
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Close partnerships solving real business problems
Operational (7X24) and delivering services revenue today
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© 2005 Tatara Systems, Inc. All Rights Reserved
Performance
4G
2.5G
3G
Wi-Fi
802.11
g/a
WiFi
802.1
1
Wi-Fi
802.11
e/i/n
WiMAX
Dual-mode
Smartphones &
Laptop
Handset & Laptop
& Blackberry
& Desktop Phones
Coverage
Converged
Devices
Device Cost
Device
Convergence
Network
Convergence
Mobile Convergence Is Occurring In Stages
Performance
Services
Convergence
Mobile
Office
Mobile Applications
& Content
Fixed Mobile
Convergence
2005
2006
2007
3
2008
© 2005 Tatara Systems, Inc. All Rights Reserved
Mobile Convergence Drivers
Broadband Wireless
Networks
Converged
Mobile Devices
Mobile Applications &
Content
Mobile
Convergence
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© 2005 Tatara Systems, Inc. All Rights Reserved
Basic Connectivity
Value Add Services
Key Provider Capabilities to Deliver
Successful Mobile Offerings
Mobile
Content &
Apps
Channel
to Market
Availability
of Devices
Access to
Robust
Network(s)
• Mobilizing Content that is useful
• Optimized based on network
• Value added or exclusive vs. alternatives
• Easy to access w/ connectivity
Web
Players
Insurgents
• Established relationships/ installed base
• Deep understanding of targeted market
• Ability to differentiate and support solutions
• Services across a variety of devices
• Feature consistency across platforms
• Attractive pricing for multimode devices
• Ubiquitous coverage
• High performance (low latency/ >200kbps)
• Ability to support in real time
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Traditional
Brands
Ultimate Mobile
Winners will deliver
compelling and cost
effective packages:
connectivity,
content or bundled
Mobile
Operators
Remote
Access
Players
Wi-Fi
Aggregators
© 2005 Tatara Systems, Inc. All Rights Reserved
Mobile Network Operator:
Mobile Office Expansion
Improved Security & Ease of Use
Simple
Consistent
U/I
Basic Mobile Professional
or “Prosumer” Package
Planes
Secure
Auth
Fast &
Support &
Reliable
Diags
Connections
Coverage Expansion
International
Additional
Hotels/ Airports/etc. Footprint
+
Handset
Laptop/PDA
3G data card
Embedded Wi-Fi
Mobile Connect App
Offer
Content via
Datacards
Limited
Wi-Fi Roaming
Enable Services
Converged
Mobile
Messaging
or
Branded services expansion
• Differentiated services/ Rapid ROI
• Logical addition to core mobile offering
• Leverages 3rd party business relationships
Thick vs.
Thin Delivery
Options & LBS
Based on
performance
or commercial
Extend Reach of Services
MNO or MVNO with Tier 1
MNO relationship can offer true FMC
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Choice of who controls identity to deliver
seamless services & user experience
Independent
of network
orInc.
location
© 2005
Tatara Systems,
All Rights Reserved
Web/ Established/ Insurgent Content &
Applications Providers Racing To “Mobilize”
Improved Security & Ease of Use
Simple
Consistent
U/I
Voice Package Example
Secure
Auth
Fast &
Support &
Reliable
Diags
Connections
Branded Expansion
Application
+
Mobile Device
Embedded Wi-Fi
Enhanced Product
New Revenue
Bundled Wi-Fi Access Included
with Skype Out Offering
Any Broadband
Connection
New Services
Expand
Branded services expansion
To Non-PC
• Differentiated services/ Rapid ROI
Devices
• Logical addition to core VoIP offering
• Leverages 3rd party business relationships
• Stake leadership claim in emerging mobile market
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Content
Beyond
Voice
Over 3G
© 2005 Tatara Systems, Inc. All Rights Reserved
End User Attributes Of A Superior Offering
Broad Coverage
Compelling Services
 In buildings/ planes/ international
 Best cost routing options
 Public & Private networks
 Handset features to laptop data card
Easy To Use
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Single branded experience
No configuration/ NAT/ Firewall issues
Seamless applications across networks
Reliable and fast connections
High Security
 Proven authentication mechanisms
 Protection of credentials and data
 Integration with legacy authentication, billing,
accounting and customer care systems
(i.e. Content, converged mobile messaging)
 Intelligent decisions: thin vs. thick delivery options, QoS
 Enable location based services & content
Presence Management
 Single identity across network of choice
 Select identity across multiple devices
(i.e. 3G data card & handset)
 Managed identity could be 3G or other
Real-time Operations & Support
 Issues resolved via single call to home carrier
 Single bill
 Real-time network and device information
Content : Opportunities to differentiate beyond basic connectivity
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© 2005 Tatara Systems, Inc. All Rights Reserved
Mobile Connectivity And Presence
Management Across Access Networks
OSS/BSS Systems
Cellular
IP Apps & Content
Wireless
WAN
Home
Office
SIP ( IMS Core)
Packet
Core
3G Infrastructure
WLAN
Interne
t
SOCC
Remote
Office
Converged
Mobile
Services
Internet
Service Provider
Public
Wi-Fi
Hotspots
PSTN
 Secure Tunnel to Device (SSL & IPsec)
 Secure Authentication & Services Control
 Presence & Identity Management
 Extension of 3G & Enterprise Capabilities
 Flexible Billing
 Robust Visibility & Reporting
 Content Delivery
Headquarters
Enterprise
WLAN
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© 2005 Tatara Systems, Inc. All Rights Reserved
Secure, Fast, Integrated Access and Mobility
Service Provider
Media
Gateway
Content Servers
Messaging
Internet
2.
HLR
ISP
6.
1.
Access
Controller
(LDAP)
Service
Authorization
5.
4.
3.
Billing/
Mediation
1.
DHCP; get IP address
2.
Open SSL/IPSEC tunnel
3.
Authenticate user
4.
Authorize & Signaling for
data service(s)
5.
Data transfer
6.
Accounting
Accounting/
Reporting
Data Transfer
< 1 second
Customer
Care
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© 2005 Tatara Systems, Inc. All Rights Reserved
Expanding Existing Service Offerings By
Extending Content and Services
Mobile
WAN
Mobile Carrier’s
Core Network
Seamless “One Number”
Services Across Networks
Internet
Content & Services:
- Any IP Network
- Any Device
- One Phone Number
Ethernet
Wi-Fi
WiMax
Enables Carriers To Offer A Differentiated Service
Providing Users Expanded Messaging Capabilities
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© 2005 Tatara Systems, Inc. All Rights Reserved
Access to 3G Applications / Service Catalog
over IP
A
A
A
Get subscriber
data
H
L
R
3
Send
APN
2
4
5
Establish PDP context
Content transfer
6
WAP Server
GGSN
Content transfer
1
“Content Services” Over
IP
7
Content transfer
Example: Access to GPRS applications over Wi-Fi
- Consistent User Experience
- Leverage content relationships and existing WAP service catalog
- e.g. Ringtones,WAP/Web applications,
-QoS-aware content download (thick vs. thin based upon bearer)
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© 2005 Tatara Systems, Inc. All Rights Reserved
Key Content Delivery Challenges
Content
Provider
3
XML
4
SSL/TLS/IPSec tunnel
SIP/XML messages
1
6.
Location
Services
5
XML/SIP
6
1.
2.
3.
4.
5.
Content
Management
Platform
2
SS7
MAP
IPTV
Games
LDAP
OSS/
SIM authentication
HLR
Voice
BSS
Service authorization
User requests content
Request session state information (identity, network, device, QoS, location, etc.)
Update to Content Management system on session state
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If allowed, start content
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Not allowed, recommend alternatives
Secure delivery of services through NAT/Firewalls
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© 2005 Tatara Systems, Inc. All Rights Reserved
Intelligent Real-time Content Delivery
Mechanism
Real-Time
Network/Session
Information
Video
Download
Inquiry
Public
Wi-Fi
Hotspots
Identity
Video streamed
to subscriber
Presence
Network
Session
Management
QoS
Video not recommended;
Option to view clip
with location of network
with sufficient bandwidth
Location
Device
Service
Preferences
Two Users Request
Streaming Video Content
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© 2005 Tatara Systems, Inc. All Rights Reserved
Thick/Thin Content Delivery
Convergence Gateway
Content
Management
Platform
Establish network
connection
over 3G
Content
Location
Tunnel over 3G
Download narrowband content (e.g. ringtone)
Request content by clicking on a link
Query Bandwidth for user
BearerInfo Request (user ID)
BearerInfo Response (user ID, 3G/Wi-Fi/Failure)
Query Bandwidth Response
Send Notification “Wi-Fi
network available. Use that
for an enhanced experience”
Establish network
connection
over Wi-Fi
Present
narrowband
content link
Tunnel over Wi-Fi
Request content by clicking on a link
Query Bandwidth for user
BearerInfo Request (user ID)
User views streaming content
BearerInfo Response (user ID, 3G/Wi-Fi/Failure)
Query Bandwidth Response
Present
wideband
content link
Display session statistics
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© 2005 Tatara Systems, Inc. All Rights Reserved
Real-time Customer Support And Marketing
Data
Real-time Connection Data
Business Analytics Reporting
 Troubleshoot Problems
 Performance Results
 Network Monitoring
 Customer Usage Patterns
 SLA Auditing
 Roaming/ Peering Data
 Usage & Fraud Detection
 Categorize Users
Top 10 Partner Hotspots
with Wi-Fi Service Issues
60%
Access Failures
Signal Strength
Link Errors
50%
40%
30%
20%
Real-Time Customer
Support Diagnostics
10%
0%
190
BOS
SEA
SFO
LGA
MCI
DFW
SJC
DEN
PHL
TWI
AT&T
TMobile
Concourse
Sprint
Wayport
Wayport
AT&T
AT&T
170
150
130
110
90
70
Time (sec)
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© 2005 Tatara Systems, Inc. All Rights Reserved
Tatara’s Mobile Services Convergence Platform
Service Provider’s Central Office
Tatara Subscriber Gateway (TSG)
GSM
CDMA
HSDPA
Cable
UMTS
EV-DO
Fiber
to x
DSL
Services
Operations
Control
Channel
Wi-Fi
Tatara
Client
Client Devices
Tatara
Service
Manager
Application
• Carrier grade centralized element
Tatara
Subscriber • Highly scalable
• Flexible with high performance
Gateway
• Tracks subscriber presence & location
• Secure connection to “home” network
• Low overhead for control traffic
• Bearer for key applications (Voice/ SMS)
• Valuable marketing & support data
• Tatara SDK or thin client
• Offers users consistent and easy U/I
• Branding opportunity for provider
• Monitors sessions and performance
Tatara Mobile
Services SDK
SDK
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© 2005 Tatara Systems, Inc. All Rights Reserved
Summary:
Service/Content Delivery, What’s Needed?
 Service Providers are positioned to deliver compelling and
differentiated services.
• Service/content mobility between cellular and IP access networks and
multiple device types (e.g., laptop, PDA)
• Leverage existing networks and provide a graceful evolution to future
architectures
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Fast network detection
Reliable, fast, and secure network authentication
Service authentication
Integration with legacy authentication, billing, accounting and
customer care systems
 Secure delivery of content through NAT/firewalls
 Real-time information on the network and device
 Intelligent network decisions on content delivery (thick/thin,
bandwidth, QoS)
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© 2005 Tatara Systems, Inc. All Rights Reserved
Contact Information
Jonathan Morgan
Vice President Product Management
+1 978.206.0838 direct
+1 978.771.3971 mobile
+1 978.206.0888 fax
[email protected]
35 Nagog Park
Acton, MA 01720-3440
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© 2005 Tatara Systems, Inc. All Rights Reserved