Transcript Business Case for IMS

Steps towards an
IMS Strategy
Session IMS-02:
Business Case for IMS
September 11, 2007
Ray Adensamer
Senior Manager, Product Marketing
RadiSys
Topics
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• Characteristics of IMS Architecture
• Challenges for IMS Business Case
• Business Case Drivers
• Steps towards achieving an IMS Strategy
• Conclusions
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IMS is all about Convergence
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
Media
Functions
Subscriber
Data
Media
Functions
Video
Conferencing
Application
OSS/BSS
Subscriber
Data
IP
Contact
Center
Application
OSS/BSS
Application
Color
Ringback
Tones
Subscriber
Data
Media
Functions
Application
Color
Ringback
Tones
Application
OSS/BSS
Video
Conferencing
IMS Services
Contact
Center
Application
OSS/BSS
Traditional Services
Subscriber Data
Media Functions
Network
Interface
Wireline
Network
Interface
Packet
Cable
Wireless
Network
Interface
WiFi
WiMax
Wireline
Packet
Cable
Wireless
WiFi
WiMax
Source: RSYS Analysis, NMS, Lucent
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Why all the interest in IMS?
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• Applicable to any access technology or device
– One service delivery core, regardless of access or device
– Key enabler for fixed mobile convergence
• Applicable to any service
– One service delivery core, regardless of service
– Voice and video traverse same IP network as data
– Facilitates new, innovative services that traverse traditional
telecom/data network boundaries
So why is the IMS Business Case so hard to justify?
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Challenges for IMS Business Case
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• IMS is an infrastructure framework, not a solution
– Many components in the architecture
– Many standards still under development
– Early “IMS-ready” deployments exist, but few “IMS-compliant”
• Achieves its value in context of multiple services
– Difficult to justify ROI for single service deployment
• Deploying IMS must be viewed more as a strategic initiative
towards delivering convergence, rather then a tactical ROI
for a single service.
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Business Case Drivers
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• Costs
– Initial Capex costs for new shared infrastructure
– Implementation and integration costs
• Benefits
– Increase Revenues
– Easier to justify with feature-rich, multiple services
– Reduced churn through “stickiness” of multiple services
– Capex and Ongoing Opex savings
– Shared infrastructure for any future service or access
– Shared Subscriber and Service data in HSS
– Shared Media Processing in MRFP
– Shared infrastructure - ATCA
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Steps to Achieving an IMS Strategy
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• Simplify the Network
– Remove functional and operational silos by separating session
control, data, and media processing
• Evolve towards open-systems
– Insist upon open IMS interfaces to maximize flexibility and reuse
• Deploy any new services with view to building reusable IMS
infrastructure
– Common media processing infrastructure (i.e. MRFP)
– Common platforms (i.e. ATCA)
• These guidelines will help build the foundation for rapid IMS
service innovation in the future
– Every subsequent service introduction leveraging existing IMS
infrastructure will easier to justify with improved ROI
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Simplified IMS Architecture
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
AS
AS
Application Layer
Service
Convergence to
IMS Core
Network
AS
SCIM
HSS
S-CSCF/
I-CSCF
Control Layer
MRF
IBCF
I-BGF
Transport Layer
IP
Transport
Network
P-CSCF/
RACS/PDF
MGCF/
SGF
MRFC
BAS/
A-BGF/
PDG/
GGSN
IMSMGW
MRFP
SGSN/
MGW
Internet
BSC
RNC
CMTS
Access
Convergence to
IMS Core
Network
DSLAM
WAG
Access Layer
2G
Wireless
3G
Wireless
Cable
DSL
WLAN
PSTN
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Functional Decomposition:
AS vs. MRFP
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
Application Logic
AS
SIP
SIP
S-CSCF
Application
Server
(AS)
Application Signaling
Subscriber Web Interface
SIP
MRFC
SIP
Audio/Video Media Record
Voice &
Video
over IP
(RTP)
(voicemail, videomail)
H.248
(SIP)
MRFP
Multimedia
Resource
Function
Processor
(MRFP)
Audio/Video Media Playback
Ringback Tones, Announcements, Branded Adverts)
Audio/Video Bridging and Mixing
(audio conferencing, video conferencing, continuous presence)
Digit Detection and Generation
Speech Recognition / Text to Speech
Transcoding
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IMS Services reusing MRFP
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
Multimedia Processing Functions of an
IP Media Server (MRFP)
AS
D
TM
IMS Services
Announcement Server
Ringback Tones
Call Center
Calling Card
IP Centrex / Hosted PBX
Class 4 / Class 5
Voice Conferencing
Video Conferencing
IVR/VRU
Feature Programming & Control
Operator and Directory Services
Location-Based Services
Voice Messaging
Unified Messaging
Network Gaming
Session Border Controllers
Voice Portals
E-Mail Reader
Voice Dialling
F
An D
no ete
Au unc ctio
d i em n a
o
Au Br ent nd
di idg /To Ge
o
n
Pl Tr ing ne era
Pl
ay an
ay tion
/
s
ba
Pl Rec cod
ay o
ck
in
r
/R d
g
I
Fa ec n
o te
x
D rd rna
Vi ete Ex l
de c
t
o tion ern
al
Vi Pl
de ay
/
o
R
Vi Br ec
de id
o
o gin rd
AS Tr
g
R a ns
co
TT
di
S
ng
T.
30
/T
.3
8
Fa
x
MRFP
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AdvancedTCA (ATCA)
Common Reusable Platform
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• ATCA is a hardware platform specification for telecom equipment
manufacturers.
• Enables manufacturers to design plug-compatible equipment and
components that work together.
ATCA Cards for
+ Provisionable
• Network Processing,
•
•
•
•
•
Common
ATCA Hardware
Chassis
Digital Signal Processing (DSP),
Data Processing,
Switching,
Storage
etc.
=
+
OS and
System S/W
• High Availability
• Platform Management
• Security
• etc.
Reusable Platform
Provisionable For Many
Telecommunication Applications
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ATCA in IMS Architectures
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
Vendor
Reusable
Cost-Efficient IMS Deployment Using
+ IMS Solution =
ATCA Platforms
Common ATCA-based Infrastructure
Software
+
+
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Conclusions
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
• IMS Business Case is tricky
– Not a tactical solution for new service ROI,
but a strategic framework towards convergence
– Standards are still evolving
• Business plans for new services should include initial steps
towards building IMS infrastructure
– Common MRFP equipment for any service
– Common ATCA platforms for IMS elements
• With IMS infrastructure in place, additional IMS services are
quicker to introduce with stronger business case.
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Thank you
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
For more info on IMS…
RadiSys
Promentum ATCA Platforms
RadiSys
Convedia Media Servers
RadiSys is a leader in
application-enabling technologies for
telecommunication and IMS
equipment vendors
and their service provider customers
Please download
IMS for Dummies
from
www.radisys.com
Ray Adensamer
Senior Manager, Product Marketing
RadiSys Incorporated
[email protected]
+1 (604) 918-6318
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