www.sonusnet.com

Leveraging Carrier Service Value Across Converged Networks

Haydn Smith

2

Introduction

Carriers are converging wireline and wireless networks

Creating brand, ‘sticky’ customers and price-resistant bundling 

Adding new network services that create value Moving from current islands of services to architecture

that supports common services across multiple network types.

3

Service Value

Fonix iSpeak(TM) Brings

Personalized Voice Services to

the Apple iPhone(TM)

                

         

Users Can Launch a Playlist or Search

Contacts and Dial by Voice

Internet, phone, and cable

Just $33 each per month

When you subscriber to all three.

4

Managing Incumbency

Fixed line revenue is under pressure New entrants Combo pricing plans Traditional features (call fwd, etc)

no longer command a premium Fixed asset expense rising

Switch maintenance costs – end of life elements Real estate - Heating/air-conditioning. Power Staff costs

Need to reduce operational expense Make it transparent to satisfied customers React faster to market pressure

Need to reduce churn Create new revenue opportunities

New compelling experiences

5

Before -Legacy voice features

During -Bundled services

Beyond -Voice is part of blended services

Before, During & Beyond Legacy Migrations

Subscribers are living within 3 phases of Network Migrations

6

Before During Beyond

Subscribers’ Expectations

Legacy Features POTS Customers Don’t force change –

encourage it Feature simulation can

be important

Bundled services - Triple play

Derived voice Feature simulation

can be important Expect new/more

voice feature Messaging

Voice blended into applications – not a specific offer

IP based VoBB, WiMAX, 3G Device independent Medium

independent Legacy features will not

likely define offer’s success

7

Network Migration – Two Concepts

IP Add on X

IP Add on Y

Newer IP

Control

TDMBox

NGN/ IMS IP Solutio

n

Legacy Approach

They try to force the past into future

Before During Beyond

IP/H.248 IP/SIPAGCFMSAN CORE

NGN architecture is the future but accommodates the past

8

Service Convergence from a Single IP Core

SIP TASIP TA

PicocellPicocell

FemtocellFemtocell

MSANMSAN

IP B

road

ban

d N

etw

ork NGN

Core

ServiceServiceEngineEngine

PLMN/PSTN

TrustedPartner

IP Networks

9

SERVICES

10

Layered Service Advantage

Scale is not compromised for 80% of traffic that is typical voice calls Add conferencing and other enhanced services into the same architecture

Low incremental costs to add n+1 service – create new experiences without new overhead

OSS -

Pro

vis

ionin

g

Cust

om

er

Inte

rface

Secure Core Network

Subscriber Services

Enhanced Services

Service Creation

80%

15%

5%

Customer has the same interface to access, add or manage services

Consistent look & feel – consistent branding

Easier to upsell svcs

Reduces process changes for every new service

Reduces overhead/ cost

Speeds network changes/upgrades

11

Enhanced Services

Service Creation

Forwarding rule are based on application and device preferences Presence on your cell phone Calendar status from Google Personal portal settings A combination of these factors

Secure Core Network

Subscriber Services

New Experiences From Traditional Services

Standard call forwarding feature activation Applied across one or many devices Same user experience

Universal connectivity between devices and networks

NGN or IMS

New experience -

leverages call

forwarding

12

Experience Creation Blending services together (new

or old) to create new customer experience

Can be simple or sophisticated Often involves multiple devices

or media types working together Goal is differentiate services to

maintain and grow customer base Compete on more than just

price

Mobility

WiFi ▪ WiMax ▪ 3G

Collaboration

E-mail ▪ IM ▪ Biz apps

Connectivity

B-band ▪ Mobile ▪ New

Devices

User Profile

Provisioning ▪ Portal

Security

Authentication ▪ Credentials

Replicating 20 year old features is not enoughReplicating 20 year old features is not enough

13

New Revenue from Applications Web 2.0 Webtop

I want to see and manage all my messages in

one placeI want to

manage my contacts, see their presence and organize

them according to activity

I want to manage all my social networks

How can I see if my contacts are

near by?

Replicating 20 year old features is not enough

14

IP Business Trunks are Hot

Own the end customer Bundle all voice & data bandwidth

Upsell enhanced services from the network Conferencing Hosted Contact Center Messaging Mobility

Easy for carriers to sell and deploy Appealing to End User’s IT managers

Eliminates premise gateway hardware costs Federate services between sites

15

IP Trunks Leverage Core Services

POTS/ISDN

IAD/Gateway

PBX

IP

IP Business Trunks - Legacy

Secu

rity

Feature

Delivery

Service

Creation

IP-PBX

IP Business Trunks – IP-PBX

IP

Secu

rity

Feature

Delivery

Service

Creation

IP Phone

IP Centrex (Hosted PBX)

IP

Secu

rity

Feature

Delivery

Service

Creation

Voic

e V

PN

16

FMC - With Enterprise PBX – External Call Network anchors all calls to the business DN mobileEdge handles handoff to macro network All business services to the mobile phone handled from the core

Feature Server

Border Element

908-789-4722

Simultaneous Ring -SIPmobilEdge

A/IP (or IU/IP)

908-555-1002

MSC

Calle

r

NGN / IMS core

IP-PBX

IP Trunk

17

Connect Mobile Workers Inside The Office

“5 Bar” Coverage Market to IT manager – not every user Reduce churn and shopping

Reduce acquisition spend 3G data for business applications Constrain/manage user access

Education, manufacturing, etc

PICO CELLS

18

Management

Insight Customer Portal

Insight Customer Portal

• Feature Configuration• Account Access• VM Logs

End-User Interface

Service Provisioning

ASX

GSX

PhonesIADVoice MailNetwork Resources

IMX

Network Activation

PSX

Residential, Business or both Used to configure user features One server required

Insight xAuthorityInsight xAuthority• Service Activation Engine• Feature Bundling• Resource Configuration• Manual Tasks

VoIP Activator

VoIP Activator

IP Trunking Activator(future)

IP Trunking Activator(future)

Automated, Flow-Through Provisioning

Streamlined business view for front & back office staff

Service Specific “Activator Modules”

Standardized API for interface into OSS/BSS

CSR

End User

NetworkOperations

19

Service Activation

Insight xAuthorityInsight xAuthority

Resource Activation

ServiceProvisioningModules

Sonus Drivers

VoIP

MicrosoftDriver

Hosted Exchange

Business Services

SMB Services

OSS/ J Service Activation APIOSS/ J Service Activation API

WSDL / JVT WSDL / JVT

Feature PackagingFeature PackagingService ProvisioningService ProvisioningOrder Handling / FalloutOrder Handling / Fallout

Resource ActivationResource Activation

Bulk Provisioning and Migration

Bulk Provisioning and Migration

IPUnityDriver

Activation WorkflowActivation Workflow

Network AdaptationNetwork Adaptation

20

Sonus Bridges The Divide

One architecture Enables core connectivity and manages the user experience

Better subscriber experience Simulates legacy features and enables next generation user

experiences Proven integration with legacy PSTN networks and architected to

the latest IMS / TISPAN standards Carrier-class expectations connect to Web 2.0 services Medium agnostic: from copper to fiber to wireless

THANK YOU

Using IP technology to efficiently bring 20th century technology, voice, into a 21st century

multi-media, multi-modal world