Download - Multimedia user experiences leveraging IMS infrastructure

© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Multimedia user experiences with IMS

2006-02-22-IMS_Claude Florin_V4_NSN

Claude FlorinStrategic Marketing Manager, OpenCall Business Unit, HP

[email protected]+41 78 844 1259 (2G)+41 79 818 0412 (3G)

mailto:[email protected]

July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 2

Blue Ocean Strategy• Create and capture new

demand• Create uncontested market

space - make the competition irrelevant

• Align the whole system of a company in the pursuit of differentiation and low cost

© Kim & Mauborgne, 2005 www.blueoceanstrategy.com

http://www.blueoceanstrategy.com/


Create and capture new demand• Consumers and businesses

are looking for that "next" user experience

SimplePersonalEnjoyable contentCommunity


Demand evolution

Multimedia adoption

MusicGames

Video Photo

MMS

RingtonesRing-back

Presence + chat

MP3

Mobile TV

Push to video

time2.5Gwireline & wireless

IP broadband

Movieclips

SMS+

Voice portal

Content

Personal / Community

conference

Blogingmessaging

IPTV

Image source : 3 UK at 3GSM 2005


New user experiences with 3G video

Personal

Simple

Enjoyablecontent

Communityoriented


Personalized services


Personalized customer interaction

http://www.collab.pt/index.html


Convergence creates new markets• Broadband : ubiquitous

media distribution• Quadruple play : fixed

and mobile services• Decomposed of business

value chain : xSPs, xNOs


Media convergence

Futu

re

0b

1970 1980 1990 2000 2010 2020

Analog EraAnalog Media and

Equipment Dominate

Digital EraDigital Media and

Equipment Dominate

Transition

Network-based EraServers/devices

TODAY

Transition


Mobile network convergence

0.3

5

10

100

EV-DORev B

GPRS

EV-DORev 0

Data Rates(Mb/s)

time2003 2004 2005 2006 2007 2008 2009 2010

Hot spots se

ssions

(2006 : 200M sub

s.) Mobile IP network

WLAN

WCDMA

WIMAX

WB RANRel6

HSUPA

EV-DORev A

WCDMAMBMS

OFDMFLO

Rel5HSDPA

Mobile always-on

(2006 : 100M sub

s.)

0.6

20

DVBH


Ubiquitous media distribution

Video blog

Editing

Enjoying

Sharing


Mobile + broadcast interaction

Sources : BBC, Fun to Phone Solutions Oy, Hexia

Voice blog

Video calls

SMS-chat

July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14GSM Association Best 'Made for Mobile' Sports Infotainment

3G participation TV

http://www.gsmawards.com/


Video messaging

VoxSurf Video Design Studio.mht

July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories

Multimedia messaging


Video bloging

http://www.soundslikesuomi.com/frames.html

http://www.soundslikesuomi.com/frames.html


Convergence evolution to 4-play• Network centric (Fastweb, 1999) :

− VoIP + IPTV + IP• H.323 softswitches • #800, supplementary telephony

services• Video conference enterprise• Residential STB to 3G calls• IP TV (EPG)• Unified messaging • IP access (metro FTTH, ADSL)

− Revenues • 1’200 $ ARPU/year• 500’000 subscribers

• Edge services (Skype, 2004)− VoIP

• End-point VoIP routing• Voice messaging • SIP gateways• Video plug-in

− Revenues • <1 $ ARPU/year• < 250 million downloads• Cross-selling with EBay (?)


Align for differentiation and low cost• Limited ability to create

new markets due to

ComplexityHistorical silosInternal focus


Align for differentiation and low cost• IMS breaks the

complexityEnablers for multimedia, service access, personalizationCross industry cooperation Mixed edge and network services


Align on IP Multimedia Subsystem

User equipment plane

IP backbone

Application planehh hh hh hh

Switching plane

Service delivery plane HSS


IMS Multimedia service enabler

HP OpenCall Media Platform + Video

Resource manager

Signalling(SIP)

Media processing

Audiocodecs

Videocodecs

Configuration manager

OAM manager Alarm manager

CCXML interpreter VoiceXML interpreter

Web development

Network + devices integration

+ video+ audio+ voice

Soft DSP

Video user experiences


IMS Architecture - mobile

• AS – Application Server• BGCF – Breakout Gateway Control Function• CSCF – Call Session Control Function• HSS – Home Subscriber Server• IP-SSF – IP Multimedia Service Switching Function• ISC – IMS Service Control Interface• MGC – Media Gateway Control• MGW – Media Gateway• MRF – Multimedia Resource Function• PDF – Policy Decision Function• SCS – Service Capability Server• SIP – Session Initiation Protocol• UA – User Agent

MGW

UAMw/dd

Cx/16

ISC/12SIP

Sh/11

Mr/24

Diameter

MGCF

BGCF

S-CSCF

Mj/49

Mi/9

Mg/17

Mc/30

AAA/HSS

SIP AS

MRF(C+P)

OSA SCS

OSAAS

OSA API

PDF

Go/28

23

PSTN /PLMN

IM-SSF

Legacy SCP

CAMELWIN

ISUP

Services

Services

Sh/11 Services

I-CSCFP-CSCFMw/ddGm/hh

Visiteddomain

Homedomain


IMS Architecture - fixed

MGW

UEMGCF

Mn

Mc/30

AS

PSTN /PLMN

ISUP

Services

SPDF

ARACF

IS-CSCF

P-CSCF MRFC

BGCF

MGCF

AGCF

MRFP

BGFCNG

RCEF

Gq

SGCF

UPCF SLCF

Mp

ISC

Ut

PSTN /PLMN

Rep Ia

Gq

Mw MrMMg

Mw

PSTN simulation

Ie


Achieve low cost and differentiation• Consolidate infrastructure

− Shared resources− Faster application

development

• Adopt new business models− Free services + cross-selling− Shared infrastructure with

customers


IP

Infrastructure optimization

IMSServiceProvider

ApplicationProvider

VXMLCCXML

h

h

Video portalapplication

Video contact Center application


• Provisioning• Usage/Monitoring• Customer Service• Charging• Privacy• Packaging

Cooperative value chain

• Interaction• DRM• Entertainment• Information• Communication• Digital goods

• Delivery• Location• QoS• Authentication• Multi Networks• Usage

Innovative Flexible

Applications,Services,Resources

Service Retailers

Network Operators

(examples)


Conclusion• Create demand with

innovative 3G video user experiences

• Make competition irrelevant with value-chains across content providers, software developers and ASPs

• Enable differentiation and low cost using IMS infrastructure


HP OpenCallMedia Server Software

Enabling Blue Ocean Strategies