10.00-10.30 Nokia Siemens Networks Liquid Broadband, Changing the game …idg.bg/.../0326184729-Nokia_Siemens_Networks_Liquid_.pdf · 2013-03-26 · *Nokia Siemens Networks Acquisition

© Nokia Siemens Networks 2013

ConfidentialUnique document identifier (ID) / Version number / Life cycle status

Liquid BroadbandChanging the game in content delivery

Francesca SartoriHead of Customer Marketing, SE Region

Copyright © Nokia Siemens Networks 2012 Customer Confidential

Content

http://www.nokiasiemensnetworks.com/liquidnet

Market drivers

The challenges

Bringing Liquid Broadband to life



Market drivers



Are you ready for the next Gangnam Style?

Psy’s “Gangnam Style” video sets Guinness World Record for most

likes on YouTube

Sources: YouTube, CBSnews.com, 2012

20% of Gangnam Style views have been Mobile vs

usual 15% YouTube mobile average



LTE measurements in a commercial networkLTE measurements in a commercial networkCustomer experience of network delayCustomer experience of network delay

WENAMMEA LAT CEEAPAC0 ms

100 ms

200 ms

300 ms

400 ms

500 ms

Source: Cisco Analysis of Ookla Speedtest Data, 2011

Mobile networkFixed network

LTE’s very fast round-trip response timeprovides a customer experience even better than many DSL connections

20 ms

0 ms

10 ms

30 ms

40 ms

50 ms

Source: Epitiro Ltd.: LTE ‘Real World’ Performance Study (TeliaSonera)

6am6pm 6am6pm 6am6pm 6pm

RTT RTT

Why is the LTE experience so good?



The hard equation of Mobile Broadband

How to cope with the data traffic explosion and limited core network resources?

+ =

How to generate more revenue using existing network resources?

Lifestyle Technology Unpredictable demand

How to manage increasing variety of new devices, related services and applications?

Traffic

Capacity

Dongles, smartphones, tablets all create demand

Traffic is outgrowing capacity

RequiredInvestment

Revenue

Revenue is failing to keep up Greater variety of services



The challenges

Leading to the 1 GB per day revolution by 2020

How will we be able to dimension networks to operate profitably delivering 1 Gigabyte per day?

• Consumer turns co-creator• Intelligent applications• Cloud computing• Smart cities• Sensors, nervous system for humanity• Digital native• Evernet, the 4th utility

Capacity demand is like a wave in modern networks

Cap

acity

dem

and

at a

agi

ven

time

Network Coverage

Time

Busy hour

•Traffic peaks occur at different times of the day depending on the area•Business areas have high traffic during the morning and afternoon while residential areas experience peak traffic during the evening

Busy hour fluctuations

Morning Afternoon

Time

0 © Nokia Siemens Networks 2013


The changing revenue landscape

Mobileoperators

Web service providersIndependent SW vendors??




Liquid Net: how to deal with the unpredictable broadband growth

End-to-end network capabilitiesEnablers

Self-aware andSelf-adapting

Software defined appson multi-purpose hardware

Evolutionary

Inter-linked architecture

LiquidNet

Liquid content and traffic management for superior customer experience and new revenues

Liquid resource allocation for flexibility and enhanced efficiency

Liquid Net

Unleashes frozen network capacity into a reservoir of resources that can flow to fulfill unpredictable demand, wherever and whenever people use broadband.



Liquid Broadband: to highly improve user experience

Liquid Broadband

Liquid Broadband

Brings new ways for operators to create value from mobile networks by making money from content delivery and helping them to use network resources more efficiently.

QoS Differentiation

Operator CDN Liquid Applications



Bringing Liquid Broadband to life Effectively deliver differentiated, personalized and optimized services

Operator Network

Internet

QoS Differentiation

• Service differentiation based on application and subscriber profile

• Real time monitoring of end user experience

• Real time content optimization based on network congestion

Improve user experience and maximize usage of resources by prioritizing traffic, optimizing content, and differentiating quality of service.



Operator Network

Internet• CDN management• App acceleration• Caching, optimization,

adaptation• E2E integration

Take an active role in content delivery and monetize it by efficiently managing content and applications end to end.

Bringing Liquid Broadband to lifentegrate Content Delivery into the fabric of the MBB architecture

Operator CDN



Operator Network

Bringing Liquid Broadband to life Re-define the mobile broadband experience

Internet• Content and applications at

the edge of the network• Leverage proximity and

context to create new services and business opportunities

Liquid Applications moves content, storage and processing power to the edge of the network, closer to end users. This will revolutionize the positioning of operators, enabling them to provide new, differentiating services to end users and OTT providers

Liquid Applications




Liquid Applications



Mobileoperators

Web service providersIndependent SW vendors

A dense network ofcomputing and storagelocations

magine a technology enabler for ...



Mobile operators• Mobile broadband usage is growing (>60%)*• High margin products (voice 40% & SMS 70%) are being eroded**• Current business models will fail to be profitable by 2015***

Web service providers/ISVs• M2M, mobile advertising, m-health, m-payments, etc,

will drive more than half of all incremental revenue growth**• Cloud-based computing will increase to 72% of all data services by 2020**

*Nokia Siemens Networks Acquisition and Retention Study (2011) ** The Future of Telecom: New models for a new industry, Delta partners (2012)*** End of profitability, Tellabs Insight (2011)

A radical shift, both in technology & eco-system is needed to generate value Value

… a transformation at the edge of the network…

The mobile value creation engine

Context

Proximity Agility

Low latency and distributed processing, lower cost of delivery

Edge computing and storage

Real time, fine granular network context – unexploited to date

Radio data exposure and export

Rapid development and flexible application lifecycle management

Standard IT environment

Ability to export data to/from external applications platforms

Applications connectivity

Subscriber RetentionSubscribers upgrade data plans and churn reduction

Differentiate & MonetizeTo move critical Apps to network edge, enriched by context awareness

OptimizeReduced traffic costs and improve customer experience

New ServicesNew collaboration with OTT/ASP to create new Mobile Apps & Services

Radio AppsCloud ServerOperator Benefits

Mobile operator benefits



So, why does Liquid Broadband matter?



… provide a mobile broadband experience that truly delights

… and generate value far beyond the realms of connectivity !

Experience

Value

Re-define the mobile broadband experience to drive value

Effectively deliver differentiated, personalized and optimized services

o become an active player in the content and services delivery value cha

Integrate content and service delivery into the fabric of the MBB architecture

4 Copyright © Nokia Siemens Networks 2012 Customer Confidential

Благодаря!

http://www.nokiasiemensnetworks.com/liquidnet

The best way topredict the future is

to invent it

Documents

10.00-10.30 Nokia Siemens Networks Liquid Broadband, Changing the game …idg.bg/.../0326184729-Nokia_Siemens_Networks_Liquid_.pdf · 2013-03-26 · *Nokia Siemens Networks Acquisition