Transcript Lucents Convergence pp

Lucent’s Convergence Strategy
VoIP
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Lucent’s Convergence Strategy
Value over IP™
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Agenda
Market Overview
The Convergence Story
Lucent’s Converged Value Proposition – Value over IP™
Lucent IMS Architecture
Lifestyle Services
Active Phone Book
Conclusions
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Market Trends – Seamless Communications!
 Users want access to their communications
and entertainment services from many places…
– Home, office, on-the-go
…using several different devices…
– PC, telephone, mobile phone, PDA
…without having separate accounts
– Single sign-on, common contacts,
information/content delivery
 New family of intelligent, interactive,
location-based broadband services
– Anytime, anywhere access to messages,
contact lists, calendars and conferencing
– Live video to handheld devices
– Mobile access to speech-enabled web services
With seamless communications, a service
provider can gain larger share of the “telecom wallet”
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Service Providers’ Challenges
Revenue Replacement: offset decline in traditional revenue,
commoditization of Voice over IP services with new service revenues
Brand Extension: address substitution of services by end users
to non-traditional competitors
Operational Efficiency: operate networks more efficiently and deliver
consistent quality
Speed to Market: rapidly introduce profitable services and bundled
service offers
Customer Relevance: address user’s ‘blended lifestyle’ requirements
for telecom services
… top-line growth, new services,
reduced operating expenses
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Market Scenario for Service Providers
Competition
New Players
Service Bundling
Consolidation
Prosumer
CONVERGENCE
Access both wireline and wireless service bundles with service
transparency, lifestyle voice and data applications
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What is Convergence in the market?
C
U
S
T
O
M
E
R
A
P
P
S
N
E
T
w
O
R
K
Consumer
Personal and Professional
Enterprise and Service Provider
Enterprise and Consumer
Multi-function Devices
Voicemail and email
Voice over IP
IMS vs. UMA
Optical and Ethernet
Voice and Data
Circuit and Packet
Collaboration
Voice, Video and Data
Wireline and Wireless
True convergence encompasses all of these themes to deliver
blended lifestyle services to the end user
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Market strategies for achieving service
convergence
Value over IP™
Network “IP”
VALUE
Virtual Bundling
End user demand for
one stop shop
Top-line growth via
brand extension
B/Office Integration
Dependent on access,
network, and device
Convergence of
network elements
Cap-ex and op-ex
control
MPLS enabled
network
Leverage existing
networks
Legacy Networks
Access network
agnostic
True services
convergence
Blended Lifestyle
services
SIP Deployed
New revenue and
service stickiness
Lucent Next Generation
Networks
Each provider’s strategy will differ, but their end goal is the same:
service convergence for a competitive edge
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New Paradigm:
IP Multi-Media Subsystem
What is the IP Multi-media Subsystem (IMS)?
IP-based multimedia and telephony core network that enables two-way
voice, data, and video across multiple access technologies and
devices, at the high quality and reliability expected by an end-user
today
IMS is defined by industry standards organizations
– 3G Partnership Project
– IETF (internet) protocols, e.g. SIP, VoIP
Standardized interfaces between applications, network layers, and
back-office systems
Same framework for any kind of access (wireless or wireline) and any
kind of traffic – VoIP, data, multimedia
– Supports IP sessions over Ethernet, cable, DSL, 802.xx, 3G/2G
– Session
Initiation Protocolenables
(SIP) enables
multimedia
session
control
IMS cost-effectively
service
providers
to offer
lifestyle
services, positioning the operator to “own” the subscriber
Technologies
– Proprietary
regardlessLucent
of how
they
access the network
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IMS Architecture –
Invest in the Application Once
Multi-Media VoIP
Portals & Content
Common Back Office
Resources
APPLICATION
…
…
Simplified Converged
Applications
• Utilize existing and newly
developed applications
Common Session
Control
•
•
•
•
SESSION
Policy Management
Privacy and personalization
Single sign-on
Sharing of common
data across applications
Access Agnostic
ENDPOINTS
• Downloadable SIP client
• Seamless mobility
• Common user experience
Converged services providers can build and launch
services faster, efficiently adapting to market changes
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Next Gen Convergence Model: IMS
Access Network & Device-Independence
Cable
Internet
IP Network
IP Network
Unified
Subscriber
Data Server
2G/3G
Packet
Mobile
Network
Media
Resource
Server
(eMRS)
IP/MPLS
Core
Application
Servers
MiLife™
ISG
Session
Manager
802.xx
Access
Network
Gateway
Circuit
Mobile
Network
IMS brings services seamlessly to you across all networks
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Next Gen Convergence Model: IMS
Access Network & Device-Independence
Cable
Internet
IP Network
Active
Phone
Book
2G/3G
Video
Communications
Unified
Messaging
Mobile / BB
Roaming
Multicast
Service
Presence
and Location
802.xx
Access
iLocator
Packet
Mobile
Network
Circuit
Mobile
Network
People simply want services that fit their lifestyle and are
available
anywhere,
anytime.
IMS brings services
seamlessly
to you
across all networks
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IMS Beyond the Technology
A Significant Multi Vendor Integration Challenge
Knowledge Management
Cable
Business
Strategy
Internet
IP Network
Video
Communications
Operate &
Maintain
2G/3G
Innovations
Active
Phone
Complete NGN Eco-System
Book
Mobile / BB
Roaming
Architecture
Demand Generation
Multicast
Service
Trusted Advisor
Presence
and Location
Packet
Mobile
Network
Unified
Messaging
Solution
Solution
Implementation
802.xx
Access
iLocator
Circuit
Mobile
Network
Program Management
People simply want services that fit their lifestyle and are
available
anytime.
Solution
is asanywhere,
important
as the
building
blocks
IMS
bringsIntegration
services
seamlessly
to you
across
all networks
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IMS Benefits For
Service Providers And End Users
For the service provider
“Value over IP™”
Reduces cost, faster time to market
Investment Protection Across Access Technologies
Leverages core across variety of access – wireline, wireless, or converged
Protects relationship with subscriber and controls services
Increases revenue: new “lifestyle” services
For the end user
“Fast, seamless communications”
Maintains common contacts and "buddies" across multiple services
Adds multimedia information to enrich communication and collaboration
Enables data applications to be enriched with voice
Simple and consistent communications across applications
IMS – Next Generation Networks
Personal experience of lifestyle services with common look and feel
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Market Trends - Applications Drivers
 Access independent telephony services
(includes IP-PBX, IP-Centrex, VoIP,
VoWLAN, features…)
 Blended Services Building Blocks
– Presence and location (including identity/
security / policy management
functionality/subscriber data management)
– Active PhoneBook
– Unified Messaging (IM, VM, PoC, short video
service, multimedia video services and SIPenabled messaging services)
– Video communications (includes
instant video messaging, video
telephony, video conferencing
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ARPU Increases With Lifestyle Services
New Services = New Revenues For Service Providers
$4B
40% increase in
revenue-per-year
Activity Agent
LIFESTYLE
DRIVEN
$3B
Portable
Travel
Agent
IP TV
Lifestyle Services
• Rich media
entertainment
• Interactive
• Context sensitive
• Highly personalized
Live Wire
Unified
Communications
$2B
Location-Based
Service
$1B
Push-toTalk
Instant
Messaging
Media/
Content
0
2004
2005
2006
2007
FEATURE
DRIVEN
INCREMENTAL
MONTHLY ARPU
$5.47
$1.23
$1.70
$3.34
2004
2007
Source: Lucent Primary Market Research and Modeling, 2004
Lifestyle services help the operator maintain relationships
with subscribers, regardless
of how they access services
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Sign-up Intent for Value Added Services
100
90
Tier 1
Broad Appeal
Tier 2
Moderate Appeal
Tier 3
Niche Appeal
80
Percent
70
60
50
40
30
20
10
0
Finding
Places
Voice
Control
Personal Video Clip
Organizer Messg.
Video
Clips on
Demand
Video Clip
Alerts
Gaming
Gambling
US Survey Results, November 2002
End user research indicates sign up intent is highest for
services that offer convenience, time efficiency and control
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Today’s Communication Paths
Users access multiple
devices…
– Fixed Phone, PC,
Mobile, PDA
…from multiple locations…
– Home, office, on-the-go
PDA DIRECTORY
EMAIL
DIRECTORY
…requiring separate accounts…
INSTANT
MESSAGING
– Different sign-on, directories,
contact lists, information
content delivery
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…supported by independent
applications
Wouldn’t it be nice?
CORPORATE DIRECTORY

Consistent look and feel
across services
PERSONAL
DIRECTORY

Provisioning for any endpoint,
VOICE MAIL
anywhere

EMAIL
?
blend communication methods
?
(IM to Voice to video call)

?
INSTANT
MESSAGING
Services gracefully transition to
SOFT
PHONE
Correspondences sorted by
contact not method
?
(email vs call log)
• Each service has a different interface look & feel
• No integration across services
• Information can not be shared across services
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Active PhoneBook
CORPORATE DIRECTORY
PERSONAL
DIRECTORY
VOICE MAIL
EMAIL
?
?
?
INSTANT
MESSAGING
SOFT
PHONE
?
• Each service has a different interface look & feel
• No integration across services
• Information can not be shared across services
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DEMO
One Simple Interface
Voice
Tom User 657 555-1234
Mail and Messages
Missed Calls
Search
Contacts
Calls
Logs
PAB
Prefs
Video
Buddy
E-mail
IM
Collaboration
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Lucent Steps to Customer’s Success
Bell Labs DNA
Unique Innovation Franchise
Complete NGN Eco-System
Anchored in our World Class Portfolio
Demand Creation Programs
Identify and Drive Traffic to the Customer
True Strategic Partnership
“Trusted Partner”
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THANK YOU!
More Information about Lucent IMS
http://www.lucent.com/solutions/convergence.html
Javier R. Falcon
+54 11 4340 6311
[email protected]
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