The QuantumTM Leap towards Mobile Data Monetization Reuben Yap APAC Mobile Architectures

People

People and Things Connect Differently

Things

Real Time

Conn

ectio

ns

Data

Always-on

Generally moderate to high bandwidth

Unstructured

Unpredictable

Switched (frequent setup, teardown)

Generally low bandwidth

Structured

Predictable

Data-in-Motion: Greater Monetization, Optimization

PREDICTIVE DATA

Automated Decisions

Resource Planning Targeted

Promotion

Geofencing

Object Correlation

Expected Outcomes

REAL-TIME NEAR RT

DATA Time of Day

Dwell Time

Telemetry Traffic Patterns

Location

HISTORICAL (BIG) DATA

Elastic, Intelligent Network Foundational to Capturing Opportunity

Real Time Visibility, Control: Network & Users

Software

Infrastructure

Orchestration ANALYTICS POLICY

Monetization Indoor Location Premium Video Sponsored Data

Optimization Access

Transport Cloud

Orchestration ANALYTICS POLICY

Open, Programmable Framework to Monetize, to Optimize

Software

Infrastructure

EARTHCOM LTE MICROCELL

Quantum Policy Suite

Quantum Analytics

Suite

Quantum NW Abstraction

Suite

Quantum RAN Optimization

Suite

3G Small Cell for Aironet

Optimizing Experiences in High-density Venues

Data Center Orchestration

WAN Orchestration

Network Abstraction Conductor

Service Chaining ANDSF RAN

Optimization

Policy Suite

Analytics Suite

Service Catalog

Data Center Orchestration

Optimizing Experiences in High-density Venues

X2

ASR 901

ASR 901 ASR 901

CRS-3 CRS-3

ASR 5500 ASR 5000 ASR 9006 ASR 9006

UCS

CDE-420

Prime

Videoscape Unity

ASR 903 ASR 903

WLAN Controller

ASR 901S

Aironet 1552e SP Wi-Fi

Aironet 1552e SP Wi-Fi

3G Module for Aironet

3G Small Cell

ASR 903 MBH

ASR 903 MBH

ASR 901S SCBH

CSR-3 IP Core

WLAN Ctrl ASR 901 MBH

ASR 901 MBH

ASR 901 MBH

ASR 5500 EPC

ASR 5000 EPC

Data Center

ASR 9006 IP Edge

ASR 9006 IP Edge

CSR-3 IP Core

ASR 5000 EPC

ASR 5500 EPC

ANDSF RAN Optimization

Policy Suite

Analytics Suite

Service Catalog

RAN Analytics triggers alert that a Cell-Sector is congested and provides a list of all user identities (IMSIs).

Location and Subscriber Profiles are read for each user (IMSI) and Service Catalog presents potential options to alleviate the congestion.

Move users from Licensed to SP Wi-Fi using ANDSF. If “Heavy User” use Policy to temporarily lower QCI to police traffic at Gateway (ASR 5500/5000).

Video Users are routed to Video Optimizer. If required to Optimize at “High” level send “Zero Rate: message to user (ASR5500/5000).

Identify and rate limit specific applications (Policy and ASR5K).

Deny OTT Voice Calls (Policy and ASR5K).

Quantum Policy Suite

Quantum Analytics

Suite

Quantum NW Abstraction

Suite

SaMOG and Cisco ANDSF

3G Small Cell for Aironet

Providing Network Reliability for Critical IoE Applications

New York City, NY 40.773639N, -73.95992W

Device iPad 4

Connection LTE

CONNECTION SPEED

12.67 Mbps

DATA QUOTA BALANCE

1.95 Gb

MOBILE USAGE ANALYTICS

Web: Fashion, Lifestyle, Fitness, Film

Apps: Yelp, Facebook, Twitter, IMDB, MyFitnessPal

Monetizing Seamless User Experience

Quantum Policy Suite

Quantum Analytics

Suite

Quantum NW Abstraction

Suite

Sand Point Summer

21:48

Introducing the Cisco QuantumTM Software Suite

Quantum Network Abstraction Suite extracts and harvests intelligence from the network Quantum Policy Suite programs network for customized user experiences Quantum Analytics Suite real-time analytics including location Quantum RAN Optimization Suite SON for Mobile Quantum WAN Orchestration Suite SON for IP/MPLS

Cisco QuantumTM Policy Suite

A Converged Policy Platform for Network Service Innovation

Cisco QuantumTM Policy Suite Key Advantages

• Purpose-built to embrace virtualization and linear scalability • Unmatched TCO through solution virtualization – no third-party software licensing • EANTC benchmarked: 75M concurrent sessions w/ 250k TPS

4G Scalability and Reliability

Service Velocity

Multi-Access Flexibility

• Rapid solution and rules customizations at time of deployment w/o core software development

• Supports outsourcing integration modules to solution and development partners

• Support for multiple access and converged architectures including 3G/4G, DSL, FTTH, WiMax, WiFi and legacy platforms

QuantumTM Policy Key Accomplishments • 75M concurrent subscribers • 195M Rx/Gx sessions • 250K Rx/Gx TPS with linear

scalability • 14ms average transaction

latency • Virtualized for Cloud Scale • Full PCRF solution - SPR

included and no DRA required for scale Source:

http://www.eantc.de/fileadmin/eantc/downloads/test_reports/2013/EANTC-Cisco_Quantum_Policy_Suite-Test_Report-v1.0.pdf

QuantumTM RAN Optimization Suite Automatic, Closed Loop, Dynamic

Data Collection

Analysis Implementation Feedback

Reactive, manual, partial

Proactive, frequent, automatic

Manual, labor intensive, expertise

Automatic, RT

Manual

Automatic

Manual validation, complaints

Instant, continuous

Cycle: days to weeks “one size fits all” optimization

Cycle: 15 minutes dynamic optimization

Intucell provides near real time optimization enablement

Typical Approach

Dynamic

12% Reduction in Dropped Calls

SON with Proven Field Results

40% Reduction in Loaded Cells

10% Average Throughput Increase

20% More Traffic Retained in 3G

Plug & Play Site Introduction

AT&T Advertising Network Improvements

Summary

Data in Motion • People & Things connect differently • Data-in-motion combines historical, near RT,

predictive network data • New opportunities for network monetization

The QuantumTM Proposition • Leverage intelligence in the Network • Convergent solution across multi-access technologies • Dynamic, automated & closed loop

Proven Track Record • Proven policy performance and scaling by

independent 3rd party, EANTC • Proven SON in one of world’s most advanced

networks, AT&T

The QuantumTM Leap towards Network Data Monetization

Cisco QuantumTM

Questions?

Thank You

TOMORROW starts here.