Transcript IP Services

Future Of IP Services
Alex Vishnev(CTO VOIP SERVICES)
Frederic Kunzi(CTO/CIO)
AGENDA
• Introduction
• IP Services
– Market Overview
– What are they?
• Review of Services
– Provider Perspective
– Consumer Perspective
• Technology
– Architecture/Protocols
– IMS ( IP Multi-Media Subsystem)
– OSS/Billing
Brief History
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Launched ACN in 1993
1998 opened Canada
1999 opened USA
2000 entered European market
2005 launched APAC starting with Australia
Current State of ACN
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Global MLM Leader
Operating in the United States, Canada, Europe and AsiaPacific.
Highly competitive services to Consumers and SMEs
– local calling, long distance, DSL/Internet, Mobile
– VoIP services to consumers and small businesses
$500+ million annual revenue
One of the fastest growing privately held companies in the
world.
Double digit annual growth
Two Million+ Customers
Over 100,000 independent Agents worldwide
ACN’s Mission Statement
Our focused efforts and accelerated
growth will allow ACN to be
recognized among all industries as
the World’s Leading Direct Seller.
Market Overview (Service Provider)
• MSO (Metropolitan Cable Service Operators) offer
cost effective single source solution for Cable, Voice
and Video
• Wireless providers encroach on Wireline revenues by
providing wireless voice and internet services
• Telcos Need Competitive Advantage to Retain
Customers and increase ARPU (Average Revenue
Per User)
Market Overview (Subscriber)
• Home continues to grow more digital with every
technological development driving multi-media
content demands
– Set Top Boxes(STB) and IP-DSTB( IP Digital Set
Top Box allows delivery of triple-play service
– Wireless IP Phones
– PVR (Personal Video Recorders TiVO, MythTV,
etc)
– DVD/CD, Personal Video, Digital Cameras
– Personal Home Entertainment Systems (Microsoft,
etc)
– HDTV
– Gaming
IP Services
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VPN (IP/MPLS)
VoIP
Video Calling/Conferencing
VOD
IPTV
Gaming (Xbox, Sony, Nintendo,etc)
Mobile 3G and IP Convergence
– VOD, Gaming, Podcast, etc
IP VPN/MPLS (Provider)
• Simple Service
• Smaller Market/Low Customer Churn
• Targets Larger Enterprise Customers with Multiple
Offices
• Security/Encryption
• MPLS Enhancements
– QOS and Better SLA Monitoring
– Better Traffic Engineering
– MPLS Deployments/Tiers
• Edge/Aggregation/Core?
IP VPN/MPLS (Consumer)
• Large/Medium IT Users
– Security
• Remote Work Force/Telecommuters
– Authentication
– Management
– QOS
– SLA Monitoring
– Outsourcing Firewalls?
VoIP(Service Provider)
• Traditional Telcos Money Makers
– Voice Mail
– Call Waiting
– 3 Way Calling
– LD/Intra-Lata/International Calling
– Call Forwarding/Call Screening
• VoIP Minute/Service Bundles
– Save Costs on Calling Features/Rates
– Enhanced Services Bundled
– International and Domestic All-You-Can-Eat/Minute Plan
– Specialized Enhanced Service Applications (On Demand
Conference, Video Calling, etc)
VoIP(Consumer)
• Saving Cost
• Enhanced Services
– Voice Mail
– Call Waiting
– Call Screening/Baring
– Virtual Numbers
• What’s Missing?
– Quality/Reliability
– Does 911/E911 work?
– Needs More Customization (Boring Service)
• Ring Back Tones
• Ring Customization Based on Caller ID (i.e. Mobile)
• Presence Notifications
Video Calling/Conferencing(Provider)
• Market has Been Hot and Cold for a Number of Years
• Traditionally Built Using Proprietary Technology
• Revenue Drivers
– Large/Medium Enterprises
– eLearning
– Remote Work Force
• Strategy to Capture Mass Market
– Bundling Video Calling Together with VoIP Calling
– Improved Video Quality
– Interoperability (Work In Progress)
Video Calling/Conferencing
(Consumer)
• User Demand is Still Small Comparing to other
Services
• Introduced to Market as Bundled Service with VoIP
• High-end Video Phones are Still Expensive
• Does not Inter-work with Home Cordless Phones
Video-On-Demand(Provider)
• Various Categories of Video-on-demand
– Interactive Video On Demand
• Play, pause, rewind controls. Expensive to operate
– Near Video On Demand
• Buffering technology, reduces cost by increasing user wait time
for services. Some VCR like controls
• Video Streaming/Downloading
– Low cost to operate
– Served from Web
– Large Variety of Content (Porn dominates the Market)
– Free and Subscription Services
• Competition with DVD Sales/Rental and Other Providers
– VOD is winning over DVD Sales/Rental
– Content and User Experience Differentiates Providers
Video-On-Demand(Consumer)
• Watch what I want, when I want.
– Large Content Selection (Domestic, International)
– Pick the content
– Schedule the delivery method and time
– Pick the device (future)
• Privacy
• Security (Parental Controls)
– Content Selection/Blocking for Children
• Subscription Bundles
– Group Content into Bundles (i.e. Sports, Kids)
IPTV (Service Provider)
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IP critical to winning the broadband home
– enables cross platform service creation with cost-effective
standards-based approach
Pre-IPTV
– Video and Data on Separate Networks
– Proprietary STB
IPTV
– Reduce Complexity and Cost
– Interoperability with Multiple Hardware and Software Vendors
– Video and Data on The Same Network
– Standard Based STB
– Additional Services (Weather, Games, Shoping, etc)
– Integration with Wider Variety of Video on Demand Providers
– Streaming TV to Mobile Devices
– Integration with Home Digital Centers
IPTV (Consumer)
• More Devices to Choose From
• Integration with PVR
• Integration with Other Digital Center Components
(PC, Video Camera, Music, Photo)
• Wireless Distribution inside Home
• Content Personalization
Gaming (Provider)
• Provide Positive Experience for On-line Gamers
– Cheat Codes
– Group Chat Rooms
– Sharing of Information
– Separate Content by Age Group (Children,
Adolescent, teenagers, etc)
– Parental Supervision Controls
• Hosting Gaming Competitions
• Drive Revenue through Sales of Gaming
Components
• Integration with Mobile Devices
Gaming (Consumer)
• Competitive Fun
– can compete against other gamers on your network or
across broadband Internet access
• Fast
– Broadband Internet access offers the speed and reliability
you'll need to play console games competitively online.
• Cost effective
– Variety of Devices Reasonably Priced Available from Many
Sources
• Flexible.
– Users can connect with or without wires.
• Safe.
– Content/Age Separation
Mobile IP Convergence (Provider)
• 2.5G Deployed in USA as 3G Spectrum is Not Yet Allocated
• Experience in 2.5G Allows Carriers to Better Define Needs and
Services of End-Users
• 2.5G Networks Used as OSS/Billing Test Beds Needed for
Upcoming 3G Deployments
• Carriers use Enhanced Services of 2.5/3G to Drive Revenue
and Increase ARPU
– Nextel’s Push-To-Talk Yields Higher ARPU and Lower
Customer Churn
• Convergence has become a business requirement
– Build Customer Loyalty
– Minimize churn
– Launch new services
– Reduce OpEx
– Increase ARPU (NTT, KT Shows Higher Revenue After 3G
Launch)
• Use Standards to Create Services More Efficient
Difference in Architecture
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Layered Approach
Separate Transport and Services
Differentiating Services
OSS/BSS Supporting New Services
Service Provisioning
Service Management/Monitoring
Compliance to Various Government
Regulations
Multi Media Network
• Meeting all users needs at each end of
a session
• Interfacing to the IP core networks
• Moving many different types of streams
• Adapting streams to the needs of a
session
• Enabling opportunities to make money
at many scales
Multi Media Network Challenges
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Wildly different and interacting devices
Varied capabilities
Multiple languages
Mixed bundles
User preferences
Social requirements
Privacy and Security
What is IMS (IP Multimedia Subsystem)?
• IMS or IP Multimedia Subsystem represents a 3GPP and
3GPP2 effort to define an all IP based wireless network as
compared to the historically disparate voice, data, signaling, and
control network elements
• Although the IMS was originally specified for 3rd generation
mobile networks, it also provides an excellent service
deployment architecture for any fixed or wireless network
• IMS standards define open interfaces for session management,
access control, mobility management, service control, and
billing.
• Carrier Grade Network with Lower OpEx and More Flexibility
• SIP as a common signaling protocol allows independent
software developers to leverage a broad range of 3rd party
application servers, media servers
• Functionality of Network Core Services Do Not Change with
Changes on the Access Network
IMS Architecture
IMS Network Elements
• Access Gateway (AG): This network element provides an
interface between the radio network (Access Network) and the
IP-based network.
• Call Session Control Function (CSCF): Provides control and
routing function for IP sessions.
• Foreign Agent (FA): Advertises itself to mobile stations in serving
area. Provides registration information to Home Agent.
Forwards packets from mobile to Home Agent.
• Home Agent (HA): Tracks current Foreign Agent serving the
mobile. Forwards packets to current FA.
• Home Subscriber Server (HSS): Can take the place of a HLR in
all-IP network. Contains AAA function and other databases
IMS Network Elements
• Media Gateway (MGW): Provides interface for bearer traffic
between IP and PSTN
• Media Gateway Control Function (MGCF): Provides signaling
interoperability between IP and PSTN domains – SIP to ISUP
and vice versa
• Policy Decision Function (PDF): As IP networks, unlike TDM
networks, assign network bandwidth and resources in real-time,
the PDF’s role is to assign resources according to demand and
QoS requirements.
• Position Determining Entity (PDE): While some mobiles can
determine position independently, the PDE can provide
assistance by way of location determination algorithms
• SIP Application Server: Represents a platform for SIP
application development and operation
• SBC – Session Border Controller
Requirements of an IMS platform
• An open and standard architecture for easy development and
portability of applications especially while IMS is still being
developed and updated
• A carrier-grade physical platform for reliable service delivery.
• Provisions for connections to legacy network elements.
– Integration with non-IMS Networks and Services
• Scalability. Services should be securely deployable to
thousands of customers on a single, cost-effective platform.
• Robust and granular Quality of Service (QoS) per customer
and/or per service. The essence of SIP-based services is their
real-time and interactive nature.
• Secure Participation of 3rd Party Vendors
• Network management and billing services.
An IP Multi-Service Platform
End-to-End Business/Delivery Concept
Sales
Channels
Customer
Base
IP Multi-Services
Company
Fiber
MLM
Online sale
IP Multi-Service
End-User Markets
• Residential
• SOHO
• SMEs
• Others
Pt-to-MPts. Wireless
WiFI Hot Spots
WiMax (d,e,..)
GSM/CDMA
PowerLink
Satellite
Cable/TV
IP Services
Convergence
Services Bundleling
Other Channels
IMS
Convergence
Services
Creation or
Acquisition
Internet Access
Services Fabric
• Back-Office
• Billing
• CRM
• OSS
• ERP
• Web Front End
• B2B
• Bus. Intel.
• BPM
• Web Front End
• Customer Portal
• Virtual Contact
Center(s)
Other LM/Transport
Systems Integrator
Installation and Technical support Company (Can be outsourced)
VoIP
GSM/CDMA
Messaging
VoD
IPTV
Photos/Music
Security
Appliance Management
Remote Health Care Ass.
Internet Content Services
Other Services
OSS/BSS
OSS/BSS FOR IMS NETWORK
• OSS Traditionally defined to deal with dumb networks with
a thin control layer.
• AAAA (Activation, Authentication, Authorization,
Accounting)
• Policy Management
• Subscriber Management
• Mobility Management
• Network and Service Management
• Application and Content Management
• Device Management
• Flexible Billing Capable of Supporting Different Business
Rules
• Customer Care
SERVICE RETAIL
• Product Definition and Service Design
• Flexibility and Service Personalization
• Flexible Pricing and Pricing Bundles
– Pay-per-use/view, Preview, Subscription,Gift,
Promotions
• Support for Multiple Storefront Access Methods
– WAP,JAVA
SERVICE DELIVERY
• Support for Multiple Delivery Options
• Transport and Operator Billing Integration
– 3rd Party Billing, Wholesale Agreements
• Service Fulfillment
– Trace Order<->Shipment<->Delivery<->Activation
Process
• DRM (Digital Rights Management) to Protect Content
• Tracking Order/Inventory Status for partners
– Supply/demand
Operation & Support
• Capability to fill supply, retail & delivery gaps
• Global network operations, support & testing
capabilities.
• Distribution & Channel Management
• Reciprocal Compensation and Settlement
• L1 & L2 support for service retailers & consumers
• Add promotions as a new service to existing user or
new content to existing user of the service
• Manage a service through its life-cycle including
retirement and withdrawal of
CONCLUSION
• ENHANCED SERVICES ARE RIGHT AROUND THE
CORNER
• ARCHITECTURE IS IN PLACE (IMS)
• QUICKLY ADAPT TO CHANGES REQUIREMENTS
• PREPARE FOR OSS/BSS CHANGES DRIVEN BY
VARIETY OF CONTENT AND SERVICES
• DO NOT GO FOR WORLD DOMINATION
• MAKE THE RIGHT PARTNERS
• FOCUS ON CORE COMPENTANCIES
Q&A
Alex Vishnev
Chief Technical Officer, VoIP
13620 Reese Blvd. Ste. 400
Huntersville, NC 28078
Office (704) 632-3682
Mobile (704) 778-7260
Fax (704) 947-7112
Email [email protected]
Website http://www.acninc.com