Are OTT The New

Walled Gardens?

Presentation given at VoLTE 2011 conference, Paris

VP Products & Marketing, TBU

Amir Zmora

Thanks to HikingArtist.com for the cool illustrations used in this presentation

OR

How do I, the incumbent,

sustain my market position?

Élysée gardens

The Apple is

continuously changing

the world (part 1)

The Apple is

continuously changing

the world (part 2)

The Apple is

continuously changing

the world (part 3)

The device changed

user behavior and

demand

We, the users, are expecting more

What are the incumbent SPs doing about it?

OTTs are maximizing the new world created

Are OTTs

challenging

SPs position?

The OTT/SP

comparison

Fast & Nimble

OTTs

Innovative

Freemium

OTT Islands

Users

Service

Closed

Take it or leave it

OTTs need a

network to run on

The SPs….

are still under construction

But when they get there

They will do it with VoLTE

So what is the killer app?

No such thing…

Voice & SMS are not enough

HD Voice

Video Chat (HD)

Advanced SMS Services

Presence

IM & Chat

File Sharing

SPs advantage using VoLTE

Standard & Interoperable = Open

Part of other services

Secured

Own the network, QoE

Own the customer base

Imagine you could…

Enable video communication for

Your consumer/business customers

On any device

On any platform

Linked to your business logic

Directly from the web

Bringing Video to Play

Solution Needs

Customizable Multi-platform

clients

Mobile

Tablet

Desktop

Room-system

Value Added Services & Data

center servers

Conferencing

GW

Recording

Security

FW/NAT

Management & Control

Call control & service creation

Configuration

SW upgrade

Directory service

Protocol agnostic services

A Complete Deployment Solution

VoIP Client Architecture

Optional modules

Management plugins

V²oIP Client modules

BEEHD low-level modules

V²oIP Client

Configuration module

Settings and

Parameters

SNMP Agent

Access

Rights

Software

Upgrader

Open APIs Web GUI

Signaling Media Engine

Debug

ASF (Presence & IM)

LDAP SIMPLE XDM MSRP XMPP

Call management

Call Control Wrapper

Media

Wrapper Protocol

Adapter

Protocol

Adapter

H.323 SIP

Media Engine Architecture

Real-time Infrastructure

Channels

Nodes

Memory

Manager

Peripherals integration

A/V Coding

Media Quality and Network Handling

Application Integration

NetSense FEC/XOR FEC/RS AJB Rate

Shaper

Session

Manager

Channels Channels

Channel Manager

AEC AGC A/V Lip

Sync

G.711 G.722 H.263 H.264 H.264/

SVC

H.263 /

OpenMAX

Speaker Mic Camera Display Android MV Linux Windows

AMR

WB

AMR

NB

H.264 /

OpenMAX

Handling IP Network Impairments

Packet Loss - Corruption SVC + FEC

Packet Loss - Congestion NetSense

Jitter, Out of Order AJB

Maintaining High Quality – Regular H.264 Technology

X

Time

Maintaining High Quality – Regular H.264 Technology

X X X X X X X X

Time

Maintaining High Quality - RADVISION’s SVC

Technology

Maintaining High Quality - RADVISION’s SVC

Technology

FEC FEC FEC

RADVISION’s NetSense

Delay based

bandwidth

estimation &

adaptation

1. Monitor delay for “trends”

2. React accordingly

3. Converge quickly to the effective bandwidth

Routers are leaky

Router’s have a leaky bucket FIFO queue

Routers are leaky

But sometimes pipes shrink

Routers are leaky

And overflow occurs

NetSense

NetSense reduces bandwidth before packet losses occur on the

network, reducing video artifacts and increasing video quality

About RADVISION

A Global Market Leader

37

Industry Leader in Video communications over IP products and

technologies since 1992

First to market with VoIP technology solutions

Annual Revenues in 2010 - $95 Million

Strong Debt-free Balance Sheet with $116M in Cash

Listed on NASDAQ:RVSN March 2000

440 Employees Worldwide

4 Major Development Sites

17 Sales and Support Offices

Two Complementary Business Units

Technology Business Unit (TBU)

Advanced HD Video Client Products and Frameworks

Enabling Technology for Developers of Video and Voice over IP (V2oIP), 3G

and IMS Client/Server solutions

Market Share Leader in Protocol Stacks (H.323, SIP, IMS)

Professional Services Group

Video Business Unit (VBU)

Video and Voice Conferencing Solutions for the Enterprise Market

Infrastructure, Management Software and Endpoints

Technology Business Unit Mission

Making video a natural part of every electronic

communication by providing a complete

Video Deployment Solution

Thanks to HikingArtist.com for the cool illustrations

In conclusion, don’t wait

Innovate

Launch

Listen

Change

Thank You!

Amir Zmora

VP Products & Marketing, TBU