Steps towards an IMS Strategy Ray Adensamer Senior Manager, Product Marketing RadiSys Session...
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Steps towards an IMS Strategy Ray Adensamer Senior Manager, Product Marketing RadiSys Session IMS-02: Business Case for IMS September 11, 2007
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Transcript of Steps towards an IMS Strategy Ray Adensamer Senior Manager, Product Marketing RadiSys Session...
Steps towards anIMS Strategy
Ray AdensamerSenior Manager, Product MarketingRadiSys
Session IMS-02: Business Case for IMSSeptember 11, 2007
2
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Topics
• Characteristics of IMS Architecture
• Challenges for IMS Business Case
• Business Case Drivers
• Steps towards achieving an IMS Strategy
• Conclusions
3
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
PacketCable
Wireline WirelessWiFi
WiMax
IMS is all about Convergence
PacketCable
Wireline WirelessWiFi
WiMax
OS
S/B
SS
OS
S/B
SS
OS
S/B
SS
OS
S/B
SS
VideoConferencing
ColorRingback
Tones
IPContactCenter
Application
SubscriberData
MediaFunctions
NetworkInterface
Application
SubscriberData
MediaFunctions
Application
SubscriberData
MediaFunctions
VideoConferencing
ColorRingback
TonesContactCenter
Subscriber Data
Media Functions
Application Application Application
Source: RSYS Analysis, NMS, Lucent
Traditional Services IMS Services
NetworkInterface
NetworkInterface
4
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Why all the interest in IMS?
• 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?
5
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Challenges for IMS Business Case
• 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.
6
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Business Case Drivers
• 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
7
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Steps to Achieving an IMS Strategy
• 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
8
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
MRF
Internet
2G Wireless
3G Wireless
Cable DSL WLANAccess Layer
Transport Layer
Control Layer
Application Layer
IP TransportNetwork
P-CSCF/RACS/PDF
S-CSCF/I-CSCF
SCIM
AS
HSS
IMS-MGW
I-BGF
SGSN/MGW
RNCBSC
MGCF/SGF
PSTN
WAG
CMTS DSLAM
ASAS
BAS/A-BGF/PDG/GGSN
MRFP
MRFCIBCF
Access Convergence to
IMS Core Network
Service Convergence to
IMS Core Network
Simplified IMS Architecture
9
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Functional Decomposition:AS vs. MRFP
MultimediaResourceFunction
Processor(MRFP)
Audio/Video Media Record(voicemail, videomail)
Audio/Video Media PlaybackRingback 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
Application Server(AS)
Application Logic
Application Signaling
Subscriber Web Interface
SIP
SIP
SIP
SIP
H.248 (SIP)
Voice & Video
over IP (RTP)
S-CSCF
MRFC
AS
MRFP
10
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
IMS Services reusing MRFP
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
Multimedia Processing Functions of anIP Media Server (MRFP)
IMS Services
AS
MRFP
11
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
AdvancedTCA (ATCA)Common Reusable Platform
• ATCA is a hardware platform specification for telecom equipment manufacturers.
• Enables manufacturers to design plug-compatible equipment and components that work together.
Provisionable ATCA Cards for• Network Processing, • Digital Signal Processing (DSP),• Data Processing, • Switching,• Storage• etc.
Common ATCA Hardware
Chassis
+
+ OS and System S/W• High Availability• Platform Management• Security• etc.
=Reusable Platform
Provisionable For ManyTelecommunication Applications
12
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
ATCA in IMS Architectures
Reusable ATCA Platforms
+Vendor
IMS SolutionSoftware
=Cost-Efficient IMS Deployment Using Common ATCA-based Infrastructure
+
+
13
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Conclusions
• 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.
14
September 10-12, 2007 • Los Angeles Convention Center • Los Angeles, California
www.ITEXPO.com
Thank you
RadiSys Promentum ATCA Platforms
RadiSysConvedia Media Servers
RadiSys is a leader in application-enabling technologies for
telecommunication and IMS equipment vendors
and their service provider customers
Ray AdensamerSenior Manager, Product Marketing
RadiSys [email protected]
+1 (604) 918-6318
For more info on IMS…
Please download IMS for Dummies
from www.radisys.com
