Managing and Monetizing the Network through Advanced ...s3.amazonaws.com/JuJaMa.UserContent/57ab8abf-70c3-446b-9ec6-0… · 3 Key Messages from This Session ... Layer Intra-ETL

Copyright © 2016, Oracle and/or its affil iates. All rights reserved. |

Managing and Monetizing the Network through Advanced Policy Control and Analytics

Vivek Bhargava Product Marketing, Service Provider Networks Oracle Communications Global Business Unit

LTE MENA 10 May 2016 Dubai

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Oracle In Communications

R&D, product strategy, sales and services

Communications

expertise in OSS/BSS, network control, signaling and unified communications

best of breed technology

Oracle technology

http://acmepacket.com/

http://www.portal.com/

http://www.metasolv.com/MSLV/CDA/General/Homepage.aspx

Copyright © 2016, Oracle and/or its affil iates. All rights reserved. |

Is Telco Dead?

3

“The telecom industry has

reached its peak!”

“Voice and messaging won’t just drop to a

price of zero, it will go negative”

“VoIP will “kill-off” fixed-line

and mobile calls within 15 years.”

Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |

3 Key Messages from This Session

Available data capacity is not infinite and must be both managed and monetized as both today’s lifestyles and networks are imposing new requirements

The basis of management and monetization rests in personalization of services, and network tuning, for more effective usage and efficient bandwidth allocation

A truly capable policy management system can handle personalization and many different emerging network needs

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4

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Survey Says Customers Want Individualized Experiences

77

70%

100%

31%

33% Estimated revenue gain if providers offered highly individualized

experiences

Providers rating their ability to offered highly individualized customer

experiences an “A”

Providers saying the shift to individualized

experiences is a growing challenge to

remaining competitive

Providers saying they see their customers want a

more individualized experience

5

1

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Even though Multi-play and digital services are

expected to be top revenue growth areas …

… It takes between 4-8 weeks to build a new offer

…

… That is still challenged to deliver usage alerts,

notifications and context sensitive offers …

… Even with time and effort spent in adapting legacy

systems to support digital services

But Building Personalized Services is Not Easy 1


Fighting Subscriber Perceptions Is Essential

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Use Policy to Control and Monetize Bandwidth for 3rd Party Access

GoogleTalkServer

GoogleMAPServer

FacebookServer

Ne lixServer

SkypeServer

YahooIMServer

ExchangeServer

Twi erServer

So wareclientinstalledbythesubscriber

Smart/OpenOSwithAppStore

CSPDataNetwork

• Subscribers interact directly with content providers and CSPs are challenged to secure and monetize the content provider interface

– Secure interface between network resources and content providers enables service innovation

– Enforcement of business arrangements enables CSPs to develop two-side business models

– Rich and flexible policy creation environment accelerates time-to-market for new service offerings

1


Emerging Technologies Need to be Addressed

• VoLTE and VoIP

– Leverage packet networks originally designed for data delivery to provide real-time, guaranteed QoS better than CS voice networks

• Fixed Mobile Convergence

– Improve subscriber experience by merging subscriber bases and streamlining network policy management into a common policy platform

• Internet of Things

– Adapt network policy to guide and control automated device-only interactions

• NFV & Service Orchestration

– Transform the network with the agility and efficiency of virtualization and orchestration

Leveraging Policy to Navigate the Evolving Network Landscape

FMC

IoT/M2M

NFV

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A Subscriber-Driven Experience

CSR

Time-Consuming,

Costly

Web Device

Impersonal, Frustrating

THEN CURRENT NOW

Anywhere Personalization

Control

Effective Policy Management to Deliver What Subscribers Demand

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1


Example 1: Bill Shock Prevention

Policies to send SMS/email to subscriber when pre-determined quota threshold exceeded

Elcaro Wireless

Warning: You have exceeded

your preset spending limit!

Value Proposition: Regulatory compliance Better subscriber experience – helps with retention Opportunity for targeted upsell

Policy can also send SMS/email with hyperlink to captive portal for subscriber to top up/add quota

Click here to add a top up and continue

data usage

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2


Benefits: Improve customer loyalty by managing data traffic and congestion in real time; ensuring fair usage

Easing data and signaling congestion in real time

Managing traffic across access networks

Definition: Provide the ability to curtail overuse and offer upsell opportunities to high volume subscribers, notify subscribers of impending quota breaches, and flexibly manage data bearers based on a variety of network and subscriber-specific conditions

Value Proposition: Reduce costs by efficiently managing mobile data traffic based on centralized network and

subscriber intelligence Upsell bandwidth boosts and higher service tiers to heavy users Guarantee service levels in all network conditions

Challenges: 10% of subscribers driving

60% of traffic, 80% of traffic on 10% of cell sites

Example 2: Bandwidth Control and Congestion Management

User 2: Restricted Bandwidth

User 1: Full Bandwidth

2


Benefits: • Wider reach into subscriber base • Multi-application metering • Integration with charging systems and

enforcement points

Applying QoS to different service tiers and applications

Allocating quotas to different applications

Definition: Provide subscribers levels of service based on their own personal preferences

Value Proposition More sophisticated tiers to capture revenues – lifestyle packages, on-demand Differentiate services through personalization, guaranteed applications performance Improve loyalty and reduce churn through greater subscriber choice and flexibility Personal choice of applications, guaranteed application performance

Challenges: Reducing billing

complexity Consolidating

subscriber data

Example 3: Personalized Service Tiers

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2


Benefits: • Shared data plan across multiple devices • Policies based on multiple parameters • Integration with charging and enforcement points

Applying different service per device

Allocating global quotas per family or subscriber

Definition: Flexible policies supporting shared data plan, casual users, and loyalty plans within the same family, company, or group, where individual members can have different quota and policy profiles, services and enforcements

Value Proposition Leverages family global subscription with capture of new subscribers Targets customers instead of mobile devices, simplifies billing, improve loyalty Improve loyalty and reduce churn through global offer Family plans and Enterprise-wide plans will push families to have higher value service level Personal choice of applications, guaranteed application performance

Challenges: Providing policies

that are satisfactory for all members

Example 4: Flexible Data Plans

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2


• Service-specific Roaming

• All-traffic Roaming

• Location-based Roaming

• Device-specific Roaming

• RAT-type based Roaming

Example 5: Intelligent Roaming (3G/LTE/VoLTE/VoWiFi) Oracle

Communications Policy Management

Policies for Home Network

Policies for Roaming Network

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2


Example 6: VoLTE – Roles of the PCRF

• Session Stateful Geo-Redundancy

• Scalability

• Subscriber Entitlement Processing

• Flow Based Operations & Security

• Intelligent Roaming

• Charging Coordination

• Lawful Intercept

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2


Example 7: Fixed Mobile Convergence

Same policy system supports multiple services…

• SIP VoIP, speed preview, VoD, photo upload accelerator, turbo button, etc.

…Across multiple access networks

• Delivery network dependent QoS, charging & quota rules

Mobile Network

MS

Fixed Network

Mo

bili

ty

Oracle MPE OCPM Other AS

IMS AFs

Non-IMS AFs

Non-3GPP PCEFs

3GPP PCEFs

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2


Example 8: IPTV and IP Video

• IPTV a key capability

– Multi-screen services

– More flexible and interactive television

• PCRF enables

– Assured video quality over IP

– Separate usage tracking for video

– Assurance that user is entitled and that content may reach that location

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2


Telematics services, fleet mgmt, usage based insurance, infotainment, V2X & C2X

Connect farming equipment, monitoring crops, monitoring livestock

Manufacturing equipment self-management, remote monitoring, logistics & supply chain management

Smart meters, grid self-management, smart buildings, solar and wind power plant management

Remote monitoring and control of heating, lighting, appliances

Home and business security and surveillance, smart fire alarm, remote video monitoring

Tele-health, prevention and fitness, elderly care, remote monitoring, emergency help

Smart kiosk, targeted advertisement based on digital signage, mobile enabled M2M commerce

Example 9: Emerging IoT / M2M Use Cases

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2


Charging Only

Policy Only

Charging &

Policy

Smart Offers

Enabling the services the market demands

• Personalized offers • Lifestyle focused • Increase customer satisfaction • Optimize revenue and network utilization • Create upsell opportunities

Benefits

Share Everything

Unlimited TALK Unlimited TEXT Shareable DATA

On up to 10 devices

Starting from $100 / month

Navigation Pack

Unlimited GPS access per day

(+ appropriate QoS)

$1.5 / day

Social Media Pack

Unlimited access to your 5 favourite socials

$2 / month

Convergent Charging &

Policy

• 20

3

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Policy Analytics Dashboards

• Policy Execution

– What is expected behavior and impact of newly introduced policies?

– How often policies are being executed and why?

• Quota Usage

– How are subscribers impacted by quota policies?

– How do new offers impact policies and quotas?

• Customer Metrics

– Which customers are exceeding quotas or roaming frequently?

– What customers are targets for campaigns or offers?

Policy Execution

Quota Usage

Customer Metrics

Policy Analytic Dashboards

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3


PCRF (Oracle Policy

Management, OCPM)

Oracle Communications

Data Model Policy

Reference Data

Policy and Charging Analytics

Policy Adapter

Policy Event Records

Foundation Layer

Analytic Layer

Intra-ETL

• Integration between OCPM and OCDM introduces two new components

– Oracle Communications Policy Management Adapter for Oracle Communications Data Model

– Oracle Communications Policy and Charging Analytics

• Pre-built end-to-end solution designed for quick implementations

• Optionally leverages data from BRM or other charging systems

Policy and Charging Analytics

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3


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Oracle Policy Management Footprint

32 Service Providers; 65 Network OpCos; 35 Countries

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http://upload.wikimedia.org/wikipedia/en/9/9a/Logo_TIM.png


Korea Telecom

COMPANY OVERVIEW

• South Korea is the world’s second largest LTE market and one of the most advanced mobile markets in the world

• Korea Telecom was one of the first service providers to launch VoLTE in 2012

• Over 70 percent of Korea Telecom’s 3G and LTE subscribers use smartphones

CHALLENGES / OPPORTUNITIES

• Quickly launch innovative LTE services in a market with demanding, mobile-savvy consumers

• Explore new business models, launch and monetize new mobile data services

BENEFITS AND RESULTS

• Ability to rapidly design and launch profitable mobile data and voice services

• Oracle Communications Policy Management supports Korea Telecom’s LTE services including:

• Voice over LTE

• Complex LTE shared data plans

• Video services

Policy Server Enables Delivery and Monetization of LTE and VoLTE Services

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Jasper

COMPANY OVERVIEW

• Leading global IoT and MVNO service provider

• Mobile operators leveraging the Jasper IoT platform include AT&T, Telefónica, América Móvil, NTT DOCOMO, KPN, VimpelCom, SingTel, Etisalat, Telstra, and Rogers

CHALLENGES / OPPORTUNITIES

• Provide real-time policy control in UMTS and LTE networks

• Ability to make dynamic decisions regarding what services to provide, what constraints to put on those services, and how to charge for services

BENEFITS AND RESULTS

• Ability to rapidly design and launch new use cases and to deliver expected Quality of Service

• Oracle Communications Policy Management and Subscriber Profile Repository enable the following services:

• Fair usage

• Tiered services

• Bandwidth management (based on usage, device type, current location, and blacklist / whitelist)

• Session redirection to captive portal for top-up

Policy Management for IoT and MVNO

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3 Key Messages from This Session

Available data capacity is not infinite and must be both managed and monetized as both today’s lifestyles and networks are imposing new requirements

The basis of management and monetization rests in personalization of services , and network tuning, for more effective usage and efficient bandwidth allocation

A truly capable policy management system can handle personalization and many different emerging network needs

1

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2

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Safe Harbor Statement

The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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Managing and Monetizing the Network through Advanced ...s3.amazonaws.com/JuJaMa.UserContent/57ab8abf-70c3-446b-9ec6-0… · 3 Key Messages from This Session ... Layer Intra-ETL