The Future of Advanced IP Services
Transcript of The Future of Advanced IP Services
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Future Of IP Services
Alex Vishnev(CTO VOIP SERVICES)
Frederic Kunzi(CTO/CIO)
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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
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Brief History
• Launched ACN in 1993• 1998 opened Canada• 1999 opened USA• 2000 entered European market• 2005 launched APAC starting with Australia
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Current State of ACN
• Global MLM Leader
• Operating in the United States, Canada, Europe and Asia-Pacific.
• 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
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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.
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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)
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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
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IP Services
• VPN (IP/MPLS)• VoIP • Video Calling/Conferencing• VOD• IPTV• Gaming (Xbox, Sony, Nintendo,etc)• Mobile 3G and IP Convergence
– VOD, Gaming, Podcast, etc
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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?
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IP VPN/MPLS (Consumer)
• Large/Medium IT Users– Security
• Remote Work Force/Telecommuters– Authentication– Management– QOS– SLA Monitoring– Outsourcing Firewalls?
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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)
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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
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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)
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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
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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
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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)
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IPTV (Service Provider)
• 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
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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
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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
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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
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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
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Difference in Architecture
• Layered Approach• Separate Transport and Services• Differentiating Services• OSS/BSS Supporting New Services• Service Provisioning• Service Management/Monitoring• Compliance to Various Government
Regulations
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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
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Multi Media Network Challenges
• Wildly different and interacting devices
• Varied capabilities
• Multiple languages
• Mixed bundles
• User preferences
• Social requirements
• Privacy and Security
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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
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IMS Architecture
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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
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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
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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.
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An IP Multi-Service PlatformEnd-to-End Business/Delivery Concept
Fiber
IP Multi-ServiceEnd-User Markets• Residential• SOHO• SMEs• Others
Internet Access
VoIP
Messaging
VoD
IPTV
Other Services
Photos/Music
Security
Appliance Management
Remote Health Care Ass.
ServicesCreation orAcquisition
IP Multi-ServicesCompany
SalesChannels
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 Channels
CustomerBase
Online sale
GSM/CDMA
IP Services ConvergenceServices Bundleling
MLMPt-to-MPts. Wireless
WiFI Hot Spots
WiMax (d,e,..)
GSM/CDMA
PowerLink
Satellite
Other LM/Transport
IMSConvergence Internet Content Services
Cable/TV
Systems IntegratorInstallation and Technical support Company (Can be outsourced)
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OSS/BSS
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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
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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
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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
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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
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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
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Q&AAlex 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