Radisys Optimizing VAS for Greater Revenue Generation

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  1. 1. 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 1
  2. 2. Todays Topic & Presenters 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, Radisys2
  3. 3. End-to-End LTE Infrastructure Radio Access NetworkEvolved Packet Core Policy ControlIP Multimedia SubsystemUser Policy &Mobility ChargingEquipment IMSManagement RoutingEquipment EntityFunctionHome eNodeBApplication MediaServer Resource FunctionUser Policy &EquipmentChargingEquipmentEnforcementInternet FunctioneNodeBLTE Security ServingPacketGatewayGateway Gateway 75+ Customer Wins 10G 40G ATCA Traffic ManagementAudio Video Conf Macro Small Cells ~40% ATCA Share Dumb Smart Pipes ~65% Market ShareEmbedded Wireless Infrastructure Solutions3
  4. 4. Agenda Embracing Five Trends for Optimizing VAS Delivery Presenter : Nitin Tomar IMS Architecture for VAS Revenue Generation Presenter: Adnan Saleem Conclusions and Q&A4
  5. 5. Problem:Data Growth Outpacing RevenuesCapacity Mind The Gap Revenue vs. Traffic Growth Traffic Revenues & Traffic GapWidening Voice Era RevenuesData Era Traffic Doubling every 12 months Must Increase ARPU VideoTextOperators Albatross = Must Lower Cost per BitSource: Cisco VNISource: Heavy Reading5
  6. 6. Monetization ConundrumBackhaulCoverageChurnOTT mVoIPIncrease Revenue WiFi High ARPUIncreased CostBundling Lost Revenue New Devices New VAS Data Cap App Store6
  7. 7. Top 5 Technology DisruptionsBeyond Devices 7
  8. 8. 1. LTE Status GSA confirms LTE is the fastest 360 operators investing in LTE in 105 countries developing mobile technology 308 operator commitments in 94 countries 52 commitment trials 11 more countries LTE Subscribers are growing: 113 commercial networks in 51 countries 17M already on LTE (source GSA)Source: Global mobile suppliers association 50M LTE connections (source Informa) 76% of mobile operators expect to see VoLTE Asia will become 2nd largest Mobile deployed within 3 yrs Broadband Market in next 4 years 86% support VoLTE LTE services already launched 54% expect a positive impact of VoLTE on TCO Growing momentum in ecosystem & performance 50% expect VoLTE to improve revenues & user Asia and US leading the VoLTE charge experience SK Telecom, LG U+, Verizon, MetroPCS Source: Senza Fili Consulting LTE VoLTE devices available this year.Beyond Messaging & Internet, mobile operators are becoming invisible service enabler(source Informa)8
  9. 9. 2. Small Cells & GatewaysFemto, Metro, Micro, Pico cellsE-UTRAN Architecture LTE Smallcell GWLTE SmallcellIntelligent Edge Intelligent DeviceAggregation Point Operator controlled MME / Serving GWMME / Serving GWS1S1X2eNodeB eNodeBHeNodeBHeNB GatewayeNodeBHeNodeBHeNodeB VAS Opportunities Location based services Content Caching Context aware services Analytics9
  10. 10. 3. Offload WiFi & Core Network OffloadingOffloaded data traffic to PDNInternet Smart OffloadingGi Application specific offload Reduce OPEX / CAPEXWiFi accessMinimize traffic to CNWiFi Access Traffic OffloadGi Macro access Iub IuIuNode BUERNC SGSN GGSNIu Femto access Femto / Small cell IuhHNB-GW VAS Opportunities Application specific offload QoS & Analytics Premium Services with Tiered pricing Context Aware Policy10
  11. 11. 4. Machine to Machine50 Billion Connected Devices by 2020 Messaging, ChargingCharging &DeviceRegistrationGPRS Core CGF HSSSMSC SGSN GGSNBTS/BSC Policy NetworkPolicy NodeB/RNC PCEF PCRF eNodeB MME SGW PGW ApplicationsM2M ApplicationsLTE EPC Application ServerVAS Opportunities Consolidated Billing Policy enforcement Device bandwidth usage billing Performance Management Post-analytics of data Network Planning 11
  12. 12. 5. Cloud(Media Processing as a Service)Media Processing inCloud Layers (IaaS, PaaS, SaaS)Complete CommunicationsApplications Hosted inCloud (eg. Multimedia Conferencing)Realtime CommunicationsServices APIs(Create and Deploy Communications Apps) Compute, I/O, Storage,Load Balance, RedundancyTuned for Realtime 12
  13. 13. 5. CloudCloud Media Processing for Peak CapacityIaaS media processing Consistent end-userNormal Traffic Configurationduring peak traffic Release resources when back to experiencenormal Same service quality, Benefit - Minimizes servicefeatures, and performance 24/7provider expense profileApplicationServer (AS) PSTN Cloud MediaPhone Services ProviderService(IaaS)2G CellularProvider Virtualized Media Resources Laptop with VoIP Client IP Media Server (MRF)LTE Smartphone with App VAS Opportunities New business models RCS-e opportunities Rent Media Processing Capacity Innovation in Apps by developers13 Multimedia, RBT, Conf in Cloud Pay per use
  14. 14. Top 5 Technology DisruptionsBeyond Devices 14
  15. 15. Agenda Embracing Five Trends for Optimizing VAS Delivery Presenter : Nitin Tomar IMS Architecture for VAS Revenue Generation Presenter: Adnan Saleem Conclusions and Q&A15
  16. 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 VASdriving need for IMS Media Plane Processing in IMSdriving need for MRF 16
  17. 17. 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 pathdoesnt 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. 17
  18. 18. MRF in LTE IMS Core Deployments GPRS CoreServices in 2/2.5GPacket Data Network(Getran)SGSNHSS PCRF BSC AS AS RxCSCF3G IMS(UTRAN)ISCMrMr/Cr CoreRNC MME4G/LTE Mb MRF eNodeB Evolved Packet CoreSGWPGW Internet Multiple Applications (MMTel AS, RCS, Conferencing) Corporate Intranets 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 Applications18
  19. 19. MRF in 3GPP IMS Architecture AS ASASServicesApplication Layer CreationControlHSS S-Control Layer CSCFMrMr/Cr PCRS-MGCF/FIBCFCSCFSGF MRF LTERACSAccessPDFMpMp MRFCIBGFGGSN/ MbMb Internet BAS/A-BGF IMS- PGWBearer/ GW MRFPMediaPlane SGSN/ Non-LTEMGW Access SGWAccessLayer BSC RNC CMTS DSLAM WAG eNode B2G Wireless 3G Wireless Cable DSL WLANPSTN 4G/LTE MRF Provides Media Plane Resource for All IMS Applications LTE and Non-LTE Access Networks 19
  20. 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 adaptation20
  21. 21. VoLTE and Video MRF Challenges 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-IPnetwork 10. Reusability across diverse IMS applications21
  22. 22. Trends and Impacts on MRF DesignMobile Data Bandwidth Mobile Data BandwidthLTE MRF Requirements Broadband, but highly variable Support for 2-way Interactive Services QoS and Policy Enforcement Support for 1-way Streaming Services Dynamic Rate Adaptation, Adaptive Bitrates Policy Enforcement Functions via PCRF BandwidthPolicy ControlResource Function (PCRF) AStime IMS Core 4G IP Handsets (IPv6)Evolved Multimedia PacketLTE PacketContent 2-way (RTP, RTCP)Core Network Radio Access Network 1-way (HTTP, RTMP, RTSP) Radisys Media Server(LTE IMS MRF)22
  23. 23. Trends and Impacts on MRF DesignMobile Applications Mobile ApplicationsLTE MRF Requirements Growing 3rd party applications and cloud Network-based MRF under services based on network MRF services,3rd party network or device applications exposed by Open APIs Growing interest in MRB(Media Resource Broker)3rd Party 3rd PartyNetworkApplicationNetwork Device Server(s)Applications MRF Applications Resources Open Application APIs ApplicationNetworkCSCF MRFServer(s) ResourcesOpen Application APIs Evolved Media Resource BrokerPacket (MRB) LTE Packet Core NetworkIMS CoreRadio Access Network MRF ResourceRadisysPoolMedia Server (LTE IMS MRF)23
  24. 24. Trends and Impacts on MRF Design LTE Device Evolution LTE Device Evolution LTE MRF Requirements More Devices, Increasing Capabilities H.264 Video (Baseline to High Profiles) Wideband Audio Codecs MPEG-4 High-end (HD) Video AMR-WB with dynamic transcoding / transrating 64 kbps 384 kbps 768 kbps768kbps 3 Mbps 3+ Mbps (HD)(Synchronous up/down) (Synchronous up/down) Audio Vid