How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS

7/28/2019 How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS

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1Radisys Corporation Confidential

Welcome!

Today’s Webinar:

Monetizing VoLTE and RCS

How to Grow Revenue Beyond Flat-rate Data Plans

Presented in partnership with



2Copyright© 2013 - Radisys Corporation

Topics

LTE Services

• Trends and Opportunities in

VoLTE, RCS, and beyond

• Strategies to attract subscribers

and grow revenues

IMS Architecture• Technical foundation for VoLTE and RCS

• Role of Media Resource Function (MRF)

MetroPCS Case Study

• World’s first VoLTE deployment

Speakers

Moderator

Ian Maclean Vice President,

Strategy and Marketing

Mavenir Systems

Ray

Adensamer Senior Manager,

Product Marketing

Radisys

Adnan Saleem Chief Architect

Radisys



© 2013 Mavenir Systems | | Page


Monetizing VoLTE and RCSHow to Grow Revenue Beyond Flat-rate Data Plans

Ian [email protected]

Vice President, Strategy & Marketing

Mavenir Systems

May 14, 2013

Partnering with:





Leader in VoLTE & RCS – Transforming Mobile Networks

Focus Accomplishments Solutions Customers

• Transforming mobile

operator networks

• Solving deployment

challenges throughinnovation & flexibility

• Accelerating Time-to-

Market

• First Mover status for

VoLTE & RCS

• Created mobile centric

IMS solutions• Leader in convergence

between generations of

technology

• Wide breadth of

portfolio including

applications, core &

key enablers

• Voice & Video

• Enhanced Messaging

• IMS Core, Applications,

& Unified Access GW

• Virtualized IMS

• Cloud Services

• Early Adopters

• Innovators

• Mobile Operators

• 3 of top 5 operators in

North America

• 4 of top 5 operators in

Europe

FIRST in-service IMS-based

mobile voice over Wi-Fi – T-Mobile

FIRST commercial VoLTE launch

globally – MetroPCS

FIRST commercial RCS 5.0 launch

globally – MetroPCS

Monetizing VoLTE and RCS Webinar 45/14/2013





LTE Market Update

LTE Only

LTE + RCS

VoLTE + RCS

Monetizing VoLTE and RCS Webinar 5

Source : Wireless Intelligence, 2013

0

50100

150

200

250

Commercial LTENetwork LaunchesSource: GSA Evolut io n to LTE repo rt 11/2/12

The faster data networks have created an opportunity

for additional services beyond the offering of mobile

network operators. (The OTT Model)

5/14/2013




© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 6

A Compelling Event… the Need for VoLTE & RCS

LTE

CostLTE spectral efficiency significantly

improves cost per megabit

SpeedLTE speeds provide optimum user

experience for data hungry mobile

apps and services

VoLTE

2G/3G Service ParityLTE support for Voice & SMS

(VoLTE) and mobile services (IN)

InteroperabilityVoLTE provides global

interoperability and roaming, and

roaming between coverage areas

RCS

OTTFully interoperable & reliable like-

for-like rich services competitive

with Skype, Whatsapp, etc…

3G LTE

Faster Data Network First Gen 4G Devices

High latency call setup (CSFB)

Separate Voice/Data

Battery Life (DR Devices)

Better Voice Network Next Gen 4G Devices

Low latency call setup

Simultaneous Voice/Data

Battery Life (SR Devices)

Service Paucity (2G/3G User

Experience)

Richer User Experience Broad 4G Device Ecosystem

Single Mobile Identity

HD Voice & Video

Real-time multi-media messaging

Reliability & QoS

5/14/2013


http://slidepdf.com/reader/full/how-to-grow-revenue-beyond-flat-rate-data-plans-with-volte-rcs 7/31© 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 7

Polling Question 1

5/14/2013

What is the market status for VoLTE & RCS Solutions?

a) VoLTE & RCS are table stakes and will be deployed by mobile operators

globally.

b) VoLTE is table stakes, and RCS will be deployed only if there is a positive

business case.

c) VoLTE & RCS are optional, where the alternative is to provide Internet

Service Provider (OTT) solutions.

d) I don’t know.



The Need for IMS-based VoLTE and RCS

2G/3G

Core Networks

Service Parity

MSC Features

IN Services

Infrastructure Re-use

Pre & Postpaid Billing

Subscriber DBs

Simplify Deployments

Service Synchronization Network Upgrades

Backwards Compatibility

Single Number Routing

SMS/MMS Interworking

Investment Protection Common SW Platform

Cloud Computing Migration

4G

Core Networks

5/14/2013



The New Minimum User Expectations

OTT providers have raised the standard for what is an

the minimum set of user expectations.

OTTs are providing a more rich and diverse set of

features:

IP Voice Calling

IP Video Calling

Sharing while on a voice

call (e.g., see what I see…)

Progressing from voice to

video call

Network Address Book

Video Mail / Messaging

Multi-device and

Presence

File, contact, and

location sharing

5/14/2013



© 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 10

Mobile Operator’s Opportunity: Unifying the UX

Voice

VideoVAS

MessagingPhonebook

Wi-FiCalling

VideoCalling

ContentSharing

ContactPresence

EnrichedChat

Status Quo: A highly fragmented user experience.

RCS provides a unified experience for multi-faceted

communication in a single platform.

5/14/2013




Mobile Operator’s Opportunity: Innovation & Mash-ups

IM/Chat Community

Web Messaging /

Message Storage

Mobile VoIP & Video

Multi Device DeliveryThe combined set plus: Single Number

Single Integrated App

Quality of Service (QoS)

Carrier Grade Reliability

HD Voice & Video

Global interoperability

Federation with OTT

OTT Providers’

Current Offering

Minimum User Expectations

Voice

Messaging

Data

Mobile Operators’

Current Offering

InnovationMobile operators’ opportunity lies

in using RCS as a foundation to

innovate beyond the expected

feature set and deliver a superior,

superset of services. (Facebook

Chat Heads)

Mash-ups: Through strategic partnerships,

operators can create experiences

tailored to specific groups of

users. (RCS+Enterprise)

RCS & Joyn need to be used to create som ething unique that impro ves the user- interact ion model.

5/14/2013




Polling Question 2

5/14/2013

What monetization opportunities do you see for VoLTE & RCS?

a) Operators will be able to charge more for improved voice and messagingservices.

b) Operators will open their networks to 3rd party app developers to use their

VoLTE & RCS services to generate revenue through new and innovative

services.

c) Operators will federate their own IP communication services by

interworking with Internet Service Providers (OTT) to share revenue.

d) I don’t know.




Beyond VoLTE & RCS… Monetizing 4G Investments

• Fixed NGN• Business ISDN

• Enterprise

NetworkConsolidation

• SMSC Replacement• MMSC Replacement

• Voice Mail Replacement

• IM Chat (1:1, Group)

• File Transfer / Image Share

• Video Share / Video Mail

• HD Audio

• Video Calling

• Video Conferencing

Revenue

Generation

• Voice over WiFi

• Voice over HSPA+

• Open Networks (OSA)

New Service

Models

• Unified Communications

• Cloud Storage

• WebRTC

VoLTE RCS

• Cloud Computing• Cloud Computing

• Infrastructure Re-useCost

Optimization

5/14/2013




Topics

LTE Services

• Trends and Opportunities inVoLTE, RCS, and beyond


and grow revenues



MetroPCS Case Study



Radisys




Advantages of VoLTE and RCS

Reduced Cost and Complexity of Network

• Single All IP Network for Voice, Video, and Data

• IMS Core Network enables Resource Sharing

Eliminates the Need for 2 Separate Networks

• Initially Circuit Switched Fallback, But Migrating to all IP

• Reuse of IMS Core Network for Resource Sharing

Unified Services via VoLTE and RCS

• Common IP Network with IMS Simplifies Unified Services

Innovations, Multiple Applications with Common Media

Monetizing Enhanced Value Added Services

Counter or Collaborate With Over the Top Services




MRF in LTE IMS Core

Services in

Packet Data Network

GPRS Core

Evolved Packet

Core

Mb

Rx

ISCMr’/Cr Mr

AS

CSCF

PGWSGW

MME

SGSN HSSPCRF

eNodeB

RNC

BSC

2/2.5G

(Getran)

3G

(UTRAN)

4G/LTE

IMS

Core

Internet

Corporate Intranets

MRF

Multiple Applications• (MMTel AS, RCS AS, Conferencing)

VoLTE/RCS and 3GPP Standards Compliance

Scalable HD Video and Transcoding for Mass

Deployment, Multiple Device Types

MRF Reuse Across Multiple Media Applications

AS




MRF in 3GPP IMS Architecture




MRF Use Cases beyond VoLTE

Some VoLTE pt-to-pt calls using same codec

Typically Do Not Require MRF

However, Many VoLTE, RCS, and MMTel Services

Rely on Media Resource Function (MRF)

• Basic Network Services

– Network Announcements, Collecting Digits

– Video Calling / Video Share

– IP-to-IP transcoding(e.g. AMR-WB <-> AMR-NB, H.264 <-> VP8 for WebRTC)

• Revenue-Generating VAS services – Ringback Tones or Adverts

– Messaging (record and playback)

– Multimedia Conferencing

– And many more….

Source:

Seeing through the Cloud.

A survey of mobile operators’ views on the evolution of the mobile core.,

Monica Paolini, Senza Fili Consutling, Feb 2013




MRF Characteristics in VoLTE

End to End IP (No CS Domain Voice)

• Increases and Exposes Network Bandwidth Variability from End TerminalsDirectly to IMS Core Network and MRF (i.e., no Traditional CS-IP MGW)

Key Aspects of MRF in LTE and non-LTE Deployments

• IMS-based All-IP Voice and Video (multiservice MRF)

• Service Continuity with Legacy 2G/3G Handsets (via IMS GWs)

• High Availability with Low Latency and Jitter (media quality)

• New Services for Increased Revenues (app-independent MRF reuse)

MRF: Essential Resource for VoLTE Supplementary Services

• Network voice services (Ann, IVR, RBT)

• Two-way or Multi-party (conferencing)

• Voice Quality for IP Mobile Environment

• Media Recording / Legal Intercept

• Media Transcoding / Adaptation

T d d I t MRF D i




Trends and Impacts on MRF Design

LTE Device Evolution

LTE Device Evolution More Devices, Increasing Capabilities

Wideband Audio Codecs

High-end Video

H.264 Video (Baseline to High Profiles)

OTT Media Codecs, Eg: VP8, OPUS

Wideband and UltraWideband Audio Codecs

… with dynamic transcoding / transrating

LTE MRF Requirements

768kbps – 3 Mbps

(Synchronous up/down)

384 kbps – 768 kbps

(Synchronous up/down)3+ Mbps (HD)64 kbps

Audio

Narrowband -> Wideband -> Full Band

Video

Small Screens & Low Bitrates

-> HD / UHD High Framerates

GSMA IR.92 GSMA IR.94

T d d I t MRF D i





Mobile Data Bandwidth

Mobile Data Bandwidth

Broadband, but highly variable

QoS and Policy Enforcement

Support for 2-way Interactive Services

Support for 1-way Streaming Services

Dynamic Rate Adaptation, Adaptive Bitrates

Policy Enforcement Functions via PCRF


B a n d w

i d t h

time

Evolved

Packet

Core Network

Policy Control

Resource Function(PCRF)

2-way (RTP, RTCP)LTE Packet

Radio Access Network

IMS Core

4G IP Handsets (IPv6)Multimedia

Content

1-way (HTTP, RTMP, RTSP)

AS

RadisysMedia Resource Function

(LTE IMS MRF)






Mobile Applications

Mobile Applications

Growing 3rd party applications and cloudservices based on network MRF services,exposed by Open APIs

Network-based MRF under 3rd party network and device applications

Growing interest in MRB

(Media Resource Broker)


3rd Party

Network

ApplicationsDevice

Applications

Network

MRF

Resources

Network

MRFResources

Evolved

Packet

Core Network

LTE Packet

Radio Access Network IMS Core

CSCF

Media Resource Broker

(MRB)

Application

Server(s)

MRF

Resource

Pool

RadisysMedia Resource Function

(LTE IMS MRF)

3rd Party

Application

Server(s)

O p e n A p p l i c a t i o n A P I s

Open Application APIs

OTT and

EnterpriseNetworks

WebRTC




Websocket,

JSEP, REST

Browser PlatformRTP/RTCP / SRTP

Media Interworking

WebRTC – SIP

Control Interworking

OTT/WebRTC – IMS Core Network

WebRTC – IMS Services Interworking

Carrier IMS Network

Internet Or

Enterprise

Network

LTE Access(VoLTE & Video)

IMS Conf

App Srvr

MRF

CSCF

Web App

WebRTC GW

OTT NetworksGoogle, Facebook, …

HSS

MMTel IMS

SIP Clients

WebRTC

ClientsIMS Auth

Register

OTT Auth

Registration

Connectors

WebRTCWebsockets SIP

(IMS)

SIP

(IMS)

RTP/RTCP

SRTP RTP/RTCP

SRTP

CSCF

IMS

SIP

WebRTC Client

Application(HTML5 / Javascript

WebRTC APIs

Browser / Media

Access

Web Server

WebRTC/HTML5 App

Authentication

OTT Network ConnectWebRTC

Websockets

RTP/RTCP

RTP/RTCP

SRTP

User Auth & WebRTC

Client Application

IMS SIP

RTP/RTCP

Web App Portal

Sub Identity

GW

IMS Services Core for




IMS Services Core for Video VAS and Conferencing

Mobile

Laptop

IP WAN

Tablet

Corporate

IP VPN

IMS Services Core

SmallScreen

Video

HD

Video

Corporate

HD Video

Wireline BroadbandDSL, Cable

HD MCU

ApplicationServer (AS)

Smartphone

HomeOffice

(SMB)

Office

Desktop

Head

Office

Telepresence

Mobile Broadband4G/LTE, WiFi, HSPA

Media Resource

Function (MRF)

Video

Content/

Storage

Call State Control

Function (CSCF)

HSS/PCRF

Enterprise

UC

Cl d M di P i f 3rd t D l t




Cloud Media Processing for 3rd party Developers toExtend IM/Presence with Multimedia Conferencing

MPaaS

Cloud

Communications

Service

IP Access

LTE

MobileInternet,IP VPN

Conferencing

Application

Web-based APIs

CloudCustomer Care

Service

Customer Care

SaaS Application

“Click to Conference”

Request

Customer CareInteractive Web Session

Real-time 3-way

Video Conferencing Session




Topics

LTE Services

• Trends and Opportunities inVoLTE, RCS, and beyond


and grow revenues



MetroPCS Case Study


Ian Maclean Vice President,

Strategy and MarketingMavenir Systems



© 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page

MetroPCS Case Study

Ian MacleanVice President, Strategy & Marketing

Mavenir Systems

May 14, 2013

Partnering with:




VoLTE and RCS are here!

Dallas, Texas – 7th August, 2012

First Commercial VoLTE service launched

Dallas, Texas – 31th October, 2012

First Commercial RCS 5.0 service launched

Delivered IMS Core and Telephony

Application Server

Delivered commercial RCS service in less

than 90 days with Rich Messaging and

Presence Servers





Live MetroPCS RCS 5 service




Mash-ups and Mass Adoption

Non-Telephony: We anticipate RCS mash-ups will create unique anddifferentiated services tailored for the Operator’s end users

RCS + Gaming:

RCS + Enterprise

RCS + Customer Care

Enhance customer care experience with video capabilities or access to

real-time sharing of information/troubleshooting

RCS + Multimedia

Share music playlists instantly with friends

RCS + Financial

Telephony: We project linking RCS services with OTT app

communities will create the ubiquity needed for mass adoption

Video Call

Enriched Chat

Presence Source : GSMA RCS Feb 26, 201330



31

Thank You for Attending…

Ian Maclean Vice President,Strategy and Marketing

Mavenir Systems


Radisys

[email protected]

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Documents

How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS