Developing network strategies to support wholesale market operations

Developing network strategies to support market operations WUWM Conference Mexico D.F. - 1 -Member of

TELECOMMUNICATIONS NETWORKS

Agustín Argelich

Argelich Ingenieros, Barcelona (Spain, Europe)

The Market’s Nervous System

Developing network strategies to support market operations

Member of Member of Member of

April 25th 2008


AgendaScope

TechnologyStrategy

Why do I need a network in my market?

Converging IP networks are a mandatory infrastructure.

Case StudyMercabarna IP Voice, Data, and Video Network


Mercabarna Telecom Network is a reference worldwide.

MB telecom network is not only a state-of-the-art, IP

converged network (voice, data, video, and control) in a

large private campus with multi-business users, it is also significant for its financial and ongoing management models.

15 years of permanent improvement and evolution,

always open to cooperate with all the players.

A Consolidated ProjectA Success Model


When Do We Use a Network? When Do We Use a Network?

To thinkTo fish

We need telecom networks to create wealth as well as for safety and security reasons.

To be connected

To protect ourselves

To rescue somebody


NetworkingNetworking

If you are interdependent, you are efficient (Stephen Covey).

The Market is NetworkingThe market is networking, a network of personal andbusiness relationships and contacts that provide great fluidity and efficiency through advanced electronic networking.

Life is networking.Life is networking.


Future TrendsFuture Trends

InterdependencyNetworks - clustersSecurityMobilityFocus on businessFlexibility. ChangeWin-winGlobalization

IT technology is a IT technology is a powerful tool.powerful tool.The IT revolution is still The IT revolution is still beginning.beginning.






Development of a voice telecommunications network project, data

and video


The Project

Design, implement, and operate a state-of-the-art private telecom network to solve inside and outside facility telecom needs.

Provide a competitive advantage to businesses installed in MB with regard to other food units or industrial areas.

Powerful voice, data, and video network.

Create a powerful telecom user group to achieve better prices.


Project History of 15 Years

• 4th Qtr 1992 Feasibility studies

• 2nd Qtr 1993 Finished studies without approval. Spanish economic crisis after 92 events

• 2nd Qtr 1995 Reboot

• 1st Qtr 1996 Agreement between Facility Manager and Fruits and Vegetables sector to begin

• January 1997 Phase I Fruits and Vegetables network working as an internal network

• December 1997 1st agreement with a carrier to connect network to public networks.Global One (France Telecom)

• 1st Qtr 1998 Phase II: Network of complementary activities zone seaside

• December 1998 Cellular user group. Agreement with Vodafone

• 1st Qtr 1999 Phase III Network of Flower Market, Abattoir and access gates

• 1st Qtr 2000 Phase IV Network of complementary activities zone mountain-side

• 2nd Qtr 2000 Network manager and new fixed telecom carrier: Al-PI (France Telecom)

• 3rd Qtr 2002 Phase V: Network of Fish Market

• 2nd Qtr 2004 Ethernet Network migration from hubs to switches

• 1st Qtr 2005 Wi-Fi

• 2nd Qtr 2006 Video surveillance using Video IP (160 cameras)

• 1st Qtr 2006 Migration from TDM to VoIP


Network Life CycleNetwork Life Cycle

Ongoing managementVirtuous circle of continuous improvement

Implementation Procurement

Design

Strategy PlanNeeds analysis

Agreements with market operators

5-step methodology to guarantee a

successful project


Networks Are the Nervous Networks Are the Nervous System of the MarketSystem of the MarketThe nervous system

transports different kinds of signs and orders, sounds, images, touch, heat, cold,

etc.An IP telecommunications network transports in a

transparent way different kinds of information: Voice,

Data, Video, Control.We have evolved from

service-specific networks to a sole network.

We are moving on to a more efficient and natural

solution.



Physical Network Topology

Double star topology

Market buildings (red): twisted pair Cat Ve and Cat VII to each point of sale

Complementary activities zone (yellow): • A node in each block• Multi-mode fiber directly to each

company building


Network Architecture

BACKBONE or CAMPUS NETWORKSingle and Multi-mode Fiber

2 x 1 GB links between nodes

CAPILAR NETWORKTwisted Pair CAT Ve and CAT VII and Wi-Fi 802.11g

Ethernet 10/100/1000

Network ManagementDataVoiceVideo IP Control

Content AnalyticsREAL-TIME and OFF-LINE

AlertResearch Tools

Private Telephony Network

Analog Digital & IPApplications

Industrial Signals

Power Supply, Lights, Cold, HVAC

REAL-TIMEAlert

Statistics


Network IP Architecture

Trigger Alerts

DatabaseApplications

Workstations

Network Management

LAN

Video Server

Mass Storage

Access ControlBiometrics

Voice Server

Ethernet WAN

Remote office

VoIPAudio Input

Video IP Audio Output

Hotspot

Only one network for voice, data, video, and control


Ethernet Network

GIGASTACKSX LINKLX LINK

Video SX

CD1

CD2

C3508 (of FISH)

CC1

A GBIC1/GBIC2 of 6509

24 x RJ-45

C2950-24

C2950-24

C2950-24

FISH

P3P2P1P0

C2950-24

C3508

C2950-24

EX

A GBIC3 of 6509

BANKS

C3548

C-3550-24-FX

C3508

MERCATRADE

MERCAEUROFRIO

FRIGOSCANDIA

3 X C2950-24

FLOWERSC2950-48

Z1

24 x RJ-45

C3550-24-FX

A

B

G

C F

E

DG0

24 x RJ-45

24 x RJ-45

24 x RJ-4524 x RJ-45

24 x RJ-45

C2950-48

C2950-24

24 x RJ-45

24 x RJ-45

24 x RJ-45

24 x RJ-45

24 x RJ-45

24 x RJ-45

C2950-24C2950-48

C2950-48

C2950-24

C2950-48

C2950-24

24 x RJ-45

24 x RJ-45

24 x RJ-45

24 x RJ-45

C2950-48

C2950-48

C2950-48

C2950-24C2950-24

CD3

3750G-24TS-E

CD4 3750G-12S-S

24 x RJ-45

24 x RJ-45

C3550-24-FX

C3550-24-FX

Punt Verd (recycling)

C2950-24

C3508

C3550-24-FX

C3548 C3548 C3548 C3548

3750G-24TS-E

3750G-12S-S

Video LX

FRIMERCAT-2

Z0


Corporate Voice Network

1 PRI

320 ext. a/b

Network Supervisor

B

C

G

E

F

2Mbps

GSMMOBILE/WIRELESS

Node G0

Node Z0

Head office

IP PHONES

W2

W2

8 E&M

160 ext. a/bW2

Cultivar

112 ext. a/b

112 ext. a/b16 ext. dig. So

Voice Mail

8 E&M

160 ext. a/b

FISH

W2

ISDNIFRANCE TELECOM

(AL-PI)

4 PRI

128 ext. a/b

128 ext. a/b

B0

QSICS

Bus 50Mb Tenovis

- 2200 Analog & Digital

- 100 IP Extensions

Ethernet

W2

W2

B2

B2

B2

B3

B1 B2

B2


Wi-Fi Wireless Network

Wireless Security• All transmissions are encrypted using IPSEC, L2TP, or PPTP.

• Each terminal uses a VPN tunnel. • ACS radius assigns an IP address of a business VLAN.

120 access points

ACS / WLSE / DHCP

Catalyst 29XXCatalyst 35XX

Access Point

Catalyst 6500

VPN 3000

Wireless Users

Internet

PIX

VPN 3000

ACS / WLSE / DHCP

Catalyst 29XXCatalyst 35XX

Access Point

Catalyst 6500

VPN 3000

Users

Internet

PIX

VPN 3000

MobilityA voice/data/video terminal can be connected to the network via radio

Wi-Fi Management• Channel assignment

• Intrusion detection: unauthorized access points• Complex implementation phase


IP Video

LAN

INTERNETRemote Control Anywhere

Control Center

Indoor CameraOutdoor Camera

Video Cameras: 160

On-line: 1 week

Record: 24 x 7

Permanent bandwidth per camera: 1.5 MB

Video CODECS: MPEG-4 and MJPEG

Video Size: 1 CIF (352 x 288)

Frames: 15 fps

Motion Detection Camera

Really easy to add or move any camera; you only need a network. Video content analysis


ServicesFacility Manager

Corporate LAN and Internet access

Corporate PBX

Video surveillance

Industrial Control: light, electrical consumption control, cold stores

Access Control Applications

Facility UsersCorporate VLAN

VPN with external offices

Virtual corporate PBX fixed and mobile abbreviated number plan

Best prices for telecom services, calls, WAN, Internet


Technological Partners

Video IP, cameras and record and analysis platform

Cabling system

Ethernet network switches and Wi-Fi equipment, security: firewalls and VPN servers

Voice

Network Manager and fixed telecom carrier

Wireless carrier


Most Significant Figures

1 GB Internet connection

120 Wi-Fi antennas

450 business data connections at 100 and 1,000 MB

350 VLANs

2,200 fixed telephony extensions

Pool of 1,100 cellular phones integrated into the fixed telephone network

160 IP video cameras


New Projects – New Challenges

Try to achieve a virtuous circle of permanent improvements.Continuously suggest new applications, solutions. Explain new technologies.

• Facility Security: control video cameras accessed through security agents’ PDA

• Voice migration from TDM to VoIP. Wireless VoIP

• Industrial control using IP:Power Consumption

Light

Industrial Cooling

HVAC

New Ideas

Developing network strategies to support market operations WUWM Conference Mexico D.F. - 24 -Member of Member of Member of Member of




Financial Model Each players focalized in

her business A Win to Win Solution


Current Financial Model

For the Facility Manager the network is now a financial business.

InvestmentsServicesNetwork rent incomeFees

Fixed Telecom Carrier

NetworkManager

CellularTelecom Carrier

SystemIntegrator

Consultant

UsersFacility

Owner & Manager

Cisco AMP Avaya Sony ...

Fix Telecom Carrier

Network Manager

Cellular Telecom Carrier

System Integrator

Consultant

UsersFacility

Owner & Manager

Cisco AMP Avaya Sony ...


Current Financial Model

Facilities Manager (FM) capitalizes network and receives rent from carriers to pay it off.

For FM this is a financial business in itself, but the facility also attracts more and more qualified clients indirectly.

End users pay directly to the carriers and pay complementary particular investments.

Model advantages:• FM possesses financial authority and also controls the

network, including the quality of services.

• Carriers do not need to do an important investment in last mile. Get a lot of clients in only one point, the central node.

• Users have powerful, cheap, and fully managed telecom services.

• All players are focused on their business.


Ongoing Management Model






Management ModelBusinesses run on networks, and networks

run with management.Three levels:

Facility Manager Board of Directors: when telecom issues are being discussed, the telecom consultant is invited. Take strategic decisions to achieve business objectives.

Work group or supervising committee: objective quality control and price of services and propose new investments and applications. Analyze statistics.

Users committee


Management Model

Get ahead of user needs.

Look for the best interlocutor.

User support is key to the project’s success.

ConsultantFacility ManagerRepresentative ofFlowers Market

users

Representative ofFruits & Vegetables

Market users

NetworkManagement

Representative ofFish Market users

Representative ofAbattoir users

Users Committee

Supervisor CommitteeUsers

Developing network strategies to support market operations WUWM Conference Mexico D.F. - 30 -Member of Member of Member of Member of




Keys of Success


Win-win

Active user support and participation is key to a project’s success.

MERCABARNA and MERCAMADRID have developed the Fish wholesale market telecom network using EC FIFG financial instruments.

International Funds.

Businesses run on networks, and networks run with management.

Each player focuses on their businesses.

Pro-activity. Get ahead of user needs. User support is key to the project’s success.

Ensure support of market leaders.


Marketing is Networking

“Telecom networks allow small companies to better

compete with large organizations.” The MB network has

also a social component.

All businesses need telecom networks, including traditional

ones.

A telecom network is the nervous system of all

organizations and facilities. Without networks they cannot

coordinate well.

Networks will be present everywhere.

To reach for the future you need networks.


Marketing is Networking

Mercasa, Mercabarna: Argelich boasts 15

years of expertise designing, implementing,

and managing a wholesale market campus

network.

We offer you sharing our know-how to

modernize and improve wholesale markets

worldwide. A project which runs for fifteen

years is a guarantee for success.


Let us create wealth together.

Shaping the FutureShaping the Future……. . By improving your networks you will …Improve your life.

Improve your society.

Improve your markets.


Questions?

Please feel free to ask anything.


Thanks. . .

Thank you for your attention. Please do not hesitate to

contact us if you need further information.


Contact Data






AgustAgustíínn ArgelichArgelichTelecom Engineer (12/1986) www.salle.url.edu

European Engineer (no. 12,868 ES) www.feani.org

Vice President of Society of Telecommunications Consultants and Chairman of the International Affairs Committee www.stcconsultants.org

Founder. Director. Principal Consultant. ARGELICH INGENIEROS. Independent Telecom Consultancy and Engineering Company

Member of COITT www.coitt.es

Member of IEEE www.ieee.org

Member of Cercle del Coneixament www.cperc.net

Founded the Company in 1992

20 years in telecom project management

Previous professional experience:Barcelona '92 Olympic Organizing Committee (04/1990 to 10/1992). Technology Director IX Paralympic Games Barcelona '92. Telecom Controller during Olympic Games.

Ascó Nuclear Power Plant (03/1988 to 03/1990). Telecom Manager

Spanish Air Force. USA and Spanish Common Air Base in Saragossa (03/1987 to 02/1988). Lieutenant


Contact Data Contact Data

Rambla de Catalunya, 11208008 Barcelona (Spain)Tel. + 34 93 415 12 35Fax + 34 93 217 42 98e-mail: [email protected]


Independent Consultancy Services

• Feasibility studies.

• Negotiate agreements between end user and the Facility Manager.

• Look for international funds.

• Design and re-design financial models.

• Prepare technical specifications. Network design.

• Select systems integrators. Public tender process. Propose and negotiate contracts.

• Project management of implementation phase. Acceptance test.

• Select network manager. Public tender process. Propose and negotiate contracts.

• Select carriers. Fixed and wireless (cellular).

• Ongoing network management supervision.

• Propose new investments and projects. Discuss with carriers and network manager.


panrico.com

nyn.essagelogiccontrol.com

manpower.esmercabarna.eslaufen.comroca.es

aena.es atll.esfibanc.com

palexmedical.com areas.es

ub.es

REFERENCESREFERENCES

regal.es lear.com grifols.esterrassa.catmercamadrid.es