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Welcome!
October 4
Mobile Data Offloading Optimization
November 1
Core Network Optimization: The
Control Plane, Data Plane and Beyond
December 6
Optimizing Value Added Services (VAS)
for Greater Revenue Generation
2
Optimizing
Value Added Services (VAS)
for
Greater Revenue Generation
Nitin Tomar – Sr. Product Line Manager, Radisys
Adnan Saleem – Chief Architect, Radisys
Ray Adensamer – Sr. Product Marketing Manager, Radisys
Today’s Topic & Presenters
3
Application
Server
Media
Resource
Function
IMS
Internet
Policy &
Charging
Routing
Function
Policy &
Charging
Enforcement
Function
Mobility
Management
Entity
LTE Security
Gateway
Serving
Gateway
Packet
Gateway
eNodeB
User
Equipment
Equipment
75+ Customer Wins
Macro Small Cells
Audio Video Conf
~65% Market Share
10G 40G ATCA
~40% ATCA Share
Traffic Management
Dumb Smart Pipes
Home eNodeB
User
Equipment
Equipment
Radio Access Network Evolved Packet Core Policy Control IP Multimedia Subsystem
End-to-End LTE Infrastructure
Embedded Wireless Infrastructure Solutions
4
Agenda
Embracing Five Trends for
Optimizing VAS Delivery • Presenter : Nitin Tomar
IMS Architecture for
VAS Revenue Generation • Presenter: Adnan Saleem
Conclusions and Q&A
5
Problem: Data Growth Outpacing Revenues
Capacity Mind The Gap
Text
Traffic Doubling every 12 months
Video = Operators’ Albatross
Must Increase ARPU
Must Lower Cost per Bit
Source: Cisco VNI Source: Heavy Reading
Revenues
Traffic
Revenues &
Traffic Gap
Widening
Revenue vs. Traffic Growth
Voice Era
Data Era
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Monetization Conundrum
Increase Revenue
High ARPU
Increased Cost
Lost Revenue
Backhaul
Coverage
Churn
New VAS
Bundling
New Devices
OTT mVoIP
WiFi
Data Cap
App Store
7
Top 5 Technology Disruptions Beyond Devices
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1. LTE Status
GSA confirms LTE is the fastest
developing mobile technology
LTE Subscribers are growing:
• 17M already on LTE (source GSA)
• 50M LTE connections (source Informa)
Asia will become 2nd largest Mobile
Broadband Market in next 4 years
• LTE services already launched
• Growing momentum in ecosystem
Asia and US leading the VoLTE charge
• SK Telecom, LG U+, Verizon, MetroPCS
• LTE VoLTE devices available this year.
360 operators investing in LTE in 105 countries
308 operator commitments in 94 countries
52 commitment trials 11 more countries
113 commercial networks in 51 countries
76% of mobile operators expect to see VoLTE
deployed within 3 yrs
86% support VoLTE
54% expect a positive impact of VoLTE on TCO
& performance
50% expect VoLTE to improve revenues & user
experience
Beyond Messaging & Internet, mobile operators are becoming “invisible service enabler” (source Informa)
Source: Global mobile suppliers association
Source: Senza Fili Consulting
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2. Small Cells & Gateways Femto, Metro, Micro, Pico cells
eNodeB
eNodeB
eNodeB
MME / Serving GW
X2
S1 S1
E-UTRAN Architecture
MME / Serving GW
HeNodeB
HeNodeB HeNodeB
HeNB Gateway
LTE Smallcell
•Intelligent Device
•Operator controlled
LTE Smallcell GW
•Intelligent Edge
•Aggregation Point
Location based services
Context aware services
Content Caching
Analytics
VAS Opportunities
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3. Offload WiFi & Core Network Offloading
RNC SGSN GGSN
Internet
Offloaded data traffic to PDN
Node B
Iub Iu
Iu
Gi
Gi
HNB-GW Femto / Small cell
UE
Iuh
VAS Opportunities
• Application specific offload
• Premium Services with Tiered pricing
• QoS & Analytics
• Context Aware Policy
WiFi Access
Iu
Traffic Offload
Smart Offloading •Application specific offload
•Reduce OPEX / CAPEX
•Minimize traffic to CN
WiFi access
Macro access
Femto access
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4. Machine to Machine 50 Billion Connected Devices by 2020
GPRS Core
LTE EPC
PGW SGW MME
SGSN
HSS
PCRF
NodeB/RNC
BTS/BSC
PCEF
Application Server
SMSC
GGSN
CGF
eNodeB
Policy Network
Charging &
Device
Registration
M2M Applications
Policy
Applications
Messaging, Charging
VAS Opportunities
• Consolidated Billing
• Device bandwidth usage billing
• Post-analytics of data
• Policy enforcement
• Performance Management
• Network Planning
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5. Cloud (Media Processing as a Service)
Compute, I/O, Storage,
Load Balance,
Redundancy
Tuned for Realtime
Realtime Communications
Services APIs
(Create and Deploy
Communications Apps)
Complete Communications
Applications Hosted in
Cloud (eg. Multimedia
Conferencing)
Media Processing in
Cloud Layers
(IaaS, PaaS, SaaS)
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IP Media Server
(MRF)
5. Cloud Cloud Media Processing for Peak Capacity
Service
Provider
Application
Server (AS)
Cloud Media
Services Provider
(IaaS)
Virtualized
Media
Resources
2G Cellular
LTE Smartphone with App
Laptop with
VoIP Client
PSTN Phone
Consistent end-user
experience
• Same service quality,
features, and performance
24/7
IaaS media processing
during peak traffic • Release resources when back to
normal
• Benefit - Minimizes service
provider expense profile
Normal Traffic Configuration
• New business models
• Rent Media Processing Capacity
• Multimedia, RBT, Conf in Cloud
• RCS-e opportunities
• Innovation in Apps by developers
• Pay per use
VAS Opportunities
14
Top 5 Technology Disruptions Beyond Devices
15
Agenda
Embracing Five Trends for
Optimizing VAS Delivery • Presenter : Nitin Tomar
IMS Architecture for
VAS Revenue Generation • Presenter: Adnan Saleem
Conclusions and Q&A
16
The Path to Revenue Growth
Large Investments in LTE Infrastructure
• Investment Recovery Largely via Broadband Data Plans
But Revenues Need to Grow Beyond Data Plans
• Supplement via VoLTE, RCS, Other Value Added Services
• 4G/LTE Enables New Models for Video Services
VoLTE, RCS, Video, and other VAS
driving need for IMS
Media Plane Processing in IMS
driving need for MRF
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VoLTE Use Cases Requiring MRF
Most VoLTE / Video pt-to-pt calls do not need MRF
• If both ends have same codec, then established call path
doesn’t pass through MRF
But many VoLTE / Video services do need MRF
• Basic Network Services
– Playing a network announcement (basic service)
– Collecting digits with announcements (IVR)
– IP-to-IP transcoding (e.g. AMR-WB <-> AMR-NB)
• Revenue-Generating VAS services
– Playing a ringback tone
– Messaging (record and playback)
– Conferencing
– Branded advertising
– And many more….
18
MRF in LTE IMS Core Deployments
Services in Packet Data Network
GPRS Core
Evolved Packet Core
Mb
Rx
ISC Mr’/Cr Mr
AS
CSCF
PGW SGW
MME
SGSN HSS PCRF
eNodeB
RNC
BSC
2/2.5G (Getran)
3G (UTRAN)
4G/LTE
IMS Core
Internet
Corporate Intranets
MRF
Multiple Applications (MMTel AS, RCS, Conferencing)
VoLTE/RCS and 3GPP Standards Compliance
Scalable HD Video and Transcoding for Mass Deployment,
Multiple Device Types and Protocols/Codecs
MRF Reuse Across Multiple Media Applications
AS
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MRF in 3GPP IMS Architecture
Mr Mr’/Cr
Application Layer
Control Layer
Bearer/
Media
Plane
Access
Layer
Mb Mb
Mp
S-
CSCF
HSS
S-CSCF RACS PDF
PCR
F
AS
MRFC
MRFP
MGCF/ SGF IBCF
2G Wireless 3G Wireless Cable DSL WLAN PSTN 4G/LTE
Internet IBGF
SGSN/ MGW
MRF
GGSN/ BAS/ A-BGF
BSC RNC CMTS DSLAM WAG eNodeB
SGW
PGW IMS-GW
Mp
LTE
Access
Non-LTE
Access
AS AS Services
Creation
Control
• MRF Provides Media Plane Resource for All IMS Applications
• LTE and Non-LTE Access Networks
20
MRF Characteristics in VoLTE
End to End IP (No CS Domain Voice)
• Increases and exposes network bandwidth variability from end terminals
directly to MRF (i.e., no 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 and Video quality for IP mobile environment
• Media recording / Legal Intercept
• Media transcoding / content adaptation
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1. High variability in mobile access network
2. Packet loss due to fading
3. Increased delay and echo
4. Increased diversity of protocols and codecs
5. Increasing need for policy controls/enforcement
6. Increasing density and bandwidth needs
7. Coexistence of IPv6 and IPv4 in 4G / LTE
8. Managing QoS and congestion, end-to-end
9. Voice/Video Quality Enhancements in an All-IP
network
10. Reusability across diverse IMS applications
VoLTE and Video MRF – Challenges
22
Trends and Impacts on MRF Design
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
LTE MRF Requirements B
andw
idth
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
Radisys Media Server
(LTE IMS MRF)
23
Trends and Impacts on MRF Design
Mobile Applications
Mobile Applications Growing 3rd party applications and cloud
services based on network MRF services, exposed by Open APIs
Network-based MRF under 3rd party network or device applications
Growing interest in MRB
(Media Resource Broker)
LTE MRF Requirements
3rd Party
Network
Applications Device
Applications
Network
MRF
Resources
Network
MRF
Resources
Evolved
Packet
Core Network
LTE Packet
Radio Access Network IMS Core
CSCF
Media Resource Broker
(MRB)
Application
Server(s)
MRF
Resource
Pool Radisys Media Server
(LTE IMS MRF)
3rd Party
Application
Server(s)
Op
en
Ap
pli
cati
on
AP
Is
Open Application APIs
24
Trends and Impacts on MRF Design
LTE Device Evolution
LTE Device Evolution More Devices, Increasing Capabilities
Wideband Audio Codecs
High-end (HD) Video
H.264 Video (Baseline to High Profiles)
MPEG-4
AMR-WB
… 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 High Framerates
GSMA IR.92 GSMA IR.94
25
IMS Services Core for Video VAS and Conferencing
Mobile
Laptop
IP WAN
Tablet
Corporate
IP VPN
IMS Services Core
Small
Screen
Video
HD
Video
Corporate
HD Video
Wireline Broadband DSL, Cable
HD MCU
Application
Server (AS)
Smartphone
Home
Office
(SMB)
Office
Desktop
Head
Office
Telepresence
Mobile Broadband 4G/LTE, WiFi, HSPA
Media Resource
Function (MRF)
Video
Content/
Storage
Call State Control
Function (CSCF)
HSS/PCRF
Enterprise
UC
26
RCS Video Call/Share, Video Stream, Video IVVR, Video RB, Video Conf Use Cases
27
MPX-12000 – VoLTE / Video MRF Video & Voice over LTE
VoLTE Media Resource Function
• High Definition Voice, including AMR-WB
• VQE – critical media conditioning in noisy
wireless environment
RTP media processing for RCS services
Conversational / Streaming Video
• Video Calling – HD video 720p, H.264
• Video Conferencing
• Video Transcoding
Audio/Video VAS
• Conferencing, Ringback, Multimedia mail…
Open 40G ATCA Platform
"Mavenir has already integrated the Radisys CMS-9000 media server with our mOne Convergence
Platform for one of our LTE operator deployments…. Products like the MPX-12000 – with a design
objective to increase MRF media processing capacities for mobile video services – offers an enticing
MRF product evolution for LTE operators"
– Terry McCabe, CTO, Mavenir Systems
28
Summary
5 Technology Trends for Optimized VAS Delivery
• LTE
• Small Cells
• Internet Offload
• M2M with Policy
• Cloud
IMS Architectures for Revenue Generation
• VAS Services – driving need for IMS and MRF
• Other Services – RCS, VoLTE, Video
• MRF Design Characteristics
• Mobile Video Conferencing
29
Thank You!
Nitin Tomar
Adnan Saleem
Ray Adensamer
~Please fill out our short survey~
THANK YOU FOR ATTENDING!
