IMS Realities and Opportunities

IMS Realities and OpportunitiesModerator: George Kontopidis, SVP, Product and Technology Strategy, NMSPanelists: Chad Hart, Senior Consultant, VDC

Kirk 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


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


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


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


Slide 8

The Analyst’s PerspectiveChad 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

Systems Integrators

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

Push

to T

alk

Serv

ice

Inte

ract

ive

Gam

ing

Serv

ice

. . .

. . .

. .

Vide

oSt

ream

ing

Serv

ice

. . .

. . .

. . Billing / OSS

QoS

Presence

Session Managementand Control

WLAN

QoS

Bill

ing

/ OSS

Pres

ence

. . .

. . .

. .

QoS

Bill

ing

/ OSS

Pres

ence

. . .

. . .

. .

QoS

Bill

ing

/ OSS

Pres

ence

. . .

. . .

. .

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 Launch Modify and

Augment 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)

HTTP EJB ContainerWeb Container

ServicesAccess

ServiceEnablers

SIP

CAP

Service Building Block (SBB) Container

SMPPMM7MAPTCAPSIP

SS7

SIP

BPEL Engine

App

SIP

API

EJB

Loca

tion

API

Wire

less

Mes

sagi

ng A

PI

JAIN

SIP

Java SEJava ME

SBBSBBSBB

JBIRA

JEERA

Service Interaction Manager

Common Network Resources

Quality ofService APIPo

rtal

Ser

ver

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 PerspectiveWill Yapp

VP Worldwide SalesOpenera 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


Questions?

Contact Info:[email protected]

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Documents

IMS Realities and Opportunities