Embed Size (px)
Citation preview
IMS Realities and OpportunitiesModerator: George Kontopidis, SVP, Product and Technology Strategy, NMS
Panelists: Chad Hart, Senior Consultant, VDCKirk Mosher, Sr. Product Line Manager, Sun MicroSystemsWill Yapp, VP Worldwide Sales, Openera Technologies
Slide 2
Agenda
George Kontopidis, NMS IP Multimedia Subsystem Overview
Chad Hart, VDC The Analyst’s Perspective
Kirk Mosher, Sun The Platform Perspective
Will Yapp, Openera The Integrated Mobile Device Perspective
Slide 3
IP Multimedia Subsystem (IMS)
IMS is the next generation of network architecture for communication services
Specified by the 3rd Generation Partnership Program (3GPP) IETF, CableLabs, ETSI, ITU, and others Originated by mobile operator needs Replaces/evolves the traditional Intelligent Network Merges with the Next-Generation Networks
Network equipment providers are the drivers
Carriers/operators/service providers are the beneficiaries
www.nmscommunications.com
Slide 4
IMS Architecture
www.nmscommunications.com
Slide 5
IMS Advantages
Mobility management Find users, subscriber data
Session orientation Same session for multiple media
Service control Personalized profiles
Session service quality (QoS) Congestion avoidance vs. management
Unified OSS/BSS Billing and management
Standard interfaces 3GPP, IETF, ITU, 3WCC
www.nmscommunications.com
Slide 6
IMS Value Prop. to Service Providers Convergence
Devices Networks Subscribers Services OSS/BSS
New services Combined services Mobility and presence FMC, collaboration, PTT
Faster deployment of new services Faster turn-around Standards-based
New pricing models Bundles, location-based pricing
www.nmscommunications.com
Better ARPU, more MOU, less churn, lower CapEx, lower OpEx
Slide 7
New Breed of IMS Applications/Services
Enterprise Rich-media collaboration Seamless call appearances Push-to-talk/view Personal presence management Sales automation
Entertainment Video streaming TV services, cartoons Network-based gaming with mixed-
media and location features Personalization
My Container Ubiquitous device delivery Presence messaging
www.nmscommunications.com
Slide 8
The Analyst’s Perspective
Chad Hart, Senior Consultant, VDC
www.vdc-corp.com
Slide 9
Why Operators Want IMS —Revenue Generation and Cost Savings
68% stated new revenue generation was the primary driver for IMS
Main Cost Savings DriverMain Revenue Driver
www.vdc-corp.com
Slide 10
Emerging Value Chain
High-level of Integration
Low-level of Integration
3rd Party Applications
NEP Equipment NEP Equipment and Servicesand Services
Enabling Tech and Components
Systems Systems VendorsVendors
System
s Integ
rators
Enabling Tech and Components
Network Components
3rd Party Applications
In-house Applications
Traditional Model Emerging Model
www.vdc-corp.com
Slide 11
Phases of IMS Implementation
Stage # Name Description0 Not IMS No SIP or IMS
0.5 Pre-IMS Some SIP-based and/or partially compliant IMS components and applications
1 Some IMS Some IMS-compliant components and apps deployed
2 Real IMS Significant IMS components and apps deployed; application data stored on HSS
3 Ideal IMS Complete IMS deployment; all subscriber data stored on HSS
www.vdc-corp.com
Slide 12
The Platform PerspectiveKirk Mosher
Sr. Product Line Manager, Netra Systems GroupSun Microsystems
www.sun.com
Slide 13
Layered IP-Based Service ModelBringing IT/Web Programming to Telecom Services
PSTN
“Stovepipe” Service Model Layered IP Service Model
RAN
IP Multimedia Subsystem
. . .
Service Logic Execution Environment
Network Subsystem
ControlLayer
ApplicationLayer
TransportLayer
AccessLayerBase Station Subsystem
......
......
Multi-Service IP Network
Pu
sh
to
Ta
lkS
erv
ice
Inte
rac
tiv
eG
am
ing
Se
rvic
e.
. .
. .
. .
.
Vid
eo
Str
ea
min
gS
erv
ice
. .
. .
. .
. .
Billing / OSS
QoS
Presence
Session Managementand Control
WLAN
Qo
S
Bill
ing
/ O
SS
Pre
sen
ce.
. .
. .
. .
.
Qo
S
Bill
ing
/ O
SS
Pre
sen
ce.
. .
. .
. .
.
Qo
S
Bill
ing
/ O
SS
Pre
sen
ce.
. .
. .
. .
.
Slide 14
Faster Time-to-MarketReducing New Service Introduction from Years to Months
Enabling rapid service creation Making service experimentation cost effective Breaking the tie between infrastructure providers and new services Allowing operators to choose “best of breed” applications and
services from different suppliers
NewService
RapidPrototype
Trial LaunchModify andAugment
Scale
“With IMS, new product introduction can go down from 2 years to just 3 to 5 months”
- Frost & Sullivan, 2005
www.sun.com
Slide 15
Open Service Delivery PlatformJava Programming Model for IP-Based Service Creation
SOAP
INAP
Java Enterprise Edition (Java EE)
Java Service Logic Execution Environment (JSLEE)
HTTPEJB ContainerWeb Container
ServicesAccess
ServiceEnablers
SIP
CAP
Service Building Block (SBB) Container
SMPPMM7MAPTCAPSIP
SS7
SIP
BPEL Engine
App
SIP
AP
I
EJB
Lo
ca
tio
n A
PI
Wire
less
Mes
sagi
ng A
PI
JA
IN S
IP
Java SEJava ME
SBBSBBSBB
JBIRA
JEERA
Service Interaction Manager
Common Network Resources
Quality ofService APIP
ort
al S
erve
r
Acc
ess
Man
ager
Servlet
Servlet
CSCF MSC
Network Resource Adapters
EJB
EJB
ParlayCA
JSLEECA
Java Business Integration Bus
EnablerSBB
MMSC SMSC
TroubleTicket API
ServiceActivation
API
IP Billing API
App
AccessManager
SBB
HSS
OSS/J
Slide 16
IT-fication for Telecom NetworksIt's the Killer Architecture that Matters
“The value of IMS is not so much as a specific service enabler...but as a service creation framework in which a variety of multimodal and multimedia services are supported and enabled.”
- IDC, IMS Technology & Prospects, July 2005
www.sun.com
Slide 17
The Integrated Mobile Device Perspective
Will YappVP Worldwide Sales
Openera Technologies
www.openeratech.com
Slide 18
Market Background
Mobile operators need new services — not just voice! SMS & ring tones have been hits for teens Mobile email has been a hit for mobile workers Profits seen in emerging converged services
Inter-person communication remains a killer app… But what is beyond basic voice? Adding presence, location, messaging, picture/video sharing
capabilities that subscribers will use is next Changing the paradigm from “What” first and then “Who” to
“Who” first and then “What” SIP/IMS is leading the charge, and not just on 3G!
2.5G & FMC too
www.openeratech.com
Continued
Slide 19
Market Background
SIP/IMS addresses… Person-to-person, group and community-based applications Both peer-to-peer and server-based applications Fixed-Mobile Convergence (FMC) and dual-mode WiFi/cellular
offerings
Carrier investments underscore industry belief in demand for SIP/IMS services
Cingular, Verizon, Sprint, BellSouth — commercial launch 1Q06 Vodafone, others — commercial launch 2Q06
www.openeratech.com
Slide 20
WiFi Access to IMS Service
Proprietary
3GPP Rel 6
WiFi Access to 2G/2.5G Services
UMA
Cellular Access to IP & IMS Services
GPRS / EDGE
UMTS / 1xEVDO
Cellular Access to 2G Services 2G
IMS Services VisionMulti-Access, Device Independent
www.openeratech.com
Slide 21
SIP/IMS MarketDevice Challenges & Solutions
New age application success will be all about the user experience and packaging for targeted demographics in a way that allows the subscriber the ultimate flexibility in personalization
However… current SIP/IMS device solutions have following issues: SIP/IMS capability in devices is lagging early market needs SIP/IMS services being delivered as bolt-on point solutions SIP/IMS services from multiple vendors as bolt-on point solutions lead to poor usability and lack
of adoption FMC targeting VoIP applications only
Ideal SIP/IMS client solution will provide: A simple, intuitive, IMS-first, end-user experience Support for all standardized SIP/IMS services Seamless access capability across service set Open APIs for extensibility Portability to multiple platforms Ability to easily customize, brand and package for targeted subscriber demographic For downloadable applications either by the subscriber or the operator OTA
In-Stat: “The key to successfully capturing the market for next generation personalized services is control of the end-point device.”
www.openeratech.com
Slide 22
Conclusion
IMS is a great opportunity For equipment providers For operators For subscribers
It is an evolutionary transition over several years Expect to see
New breed of applications New business models New, dynamic players
NMS is positioned as an excellent partner for your platforms, and your solutions
www.nmscommunications.com
