Successful Strategies & Market Drivers for Mobile Value Added Services

Successful Strategies & Market Drivers for Mobile Value Added Services

Simon Miles

Director of Sales Engineering

2 Radisys Corporation Confidential

Leveraging our Expertise Solutions to Expand and Optimize Network Capacity

Embedded

Wireless

Infrastructure

Solutions

ATCA Systems

Professional Services

Protocol Software

Media Servers

50-60% Market Share

60-70% Market Share

~40% ATCA Market

Share

COM Express /

Rackmount Server

http://radisysbrandguide.findsubstance.com/downloads/Trillium_Mark_Master.zip


Company Highlights

Market Leader:

ATCA Platforms

IP Media Servers

Trillium LTE / Femto SW

Professional Services

Growing Billion Dollar

Markets

Top Tier Global Customers

Acquired Continuous

Computing

New CEO and Combined

Leadership Team

3


Products

Hardware and Software solutions for

improving conferencing quality &

adding new features

Powerful, multi-service platforms for

manipulating voice, video & images

real-time

Market leader: 50-60% market share

Applications

Audio & video conferencing

Internet Protocol video

Transcoding to enable transmission of

multiple video formats

Ring back tones

Voice functionality for fourth

generation networks (VoLTE)

Internet Protocol Media Server Platform

4


Video Calling

Video Calling Today Video Calling Tomorrow

Infrastructure in Place: Smartphones, Tablets, etc.

3G / LTE networks

Operators’ Opportunity Beyond a Bit Pipe

ARPU Generator

Device Silos iPhone: Facetime-to-Facetime ONLY

Skype breaking silos

WiFi Access Limited Mobility, hotspot bound

Internet Core

Best effort, no QoS

Breaking Silos Ubiquitous video calling

Interworking = MRF transcoding

3G/LTE Access Ubiquitous mobility

EPC + DPI Conversational managed QoS

LTE + IMS


Observations: Mobile VAS in India

Broad adoption of audio VAS services in 2G mobile

Indian operators have purchased 3G & BWA spectrum

• Infrastructure investments underway

• 3G mobile subscribers are slowly signing up

3G offers subscribers…

• Higher data bandwidth

• Improved video services

Challenge:

3G bandwidth growth >

data plan revenue growth


Sustained Growth

GSM Subscribers - Source : COAI.com

“Indian mobile phone applications are booming,

with some predictions suggesting the India-

specific market could be worth close to $4B in

the next few years.

Production of apps covering everything from

transport fare checkers to how to put on a sari

has grown from small premises in India's cities

to large-scale operations based around the

world, and investors are keen to help them grow

further.”

Rajini Vaidyanathan reports from Mumbai

BBC Website on Sunday

www.bbc.co.uk/news/technology-16569485


Solution to 3G Revenue Growth

Solution to revenue growth is

“interactive” 3G video services

• Video Ring Back Media Services

• Interactive Voice and Video Response (IVVR)

• VoD and Mobile Broadcast TV

• Video Advertising

• IVVR for Mobile Coupons

• Video Conferencing

• Video Messaging

Unique, differentiated interactive video

VAS will increase ARPU

• Incremental to monthly 3G data plan revenues

• Premium apps associated w/ premium data plans


Traditional VAS Platforms


Application Server Functions Service Specific

Logic

Media Server

Selection & I/F

Service

Database & Mgt.

Call Signaling

Interface

Subscriber

Web Interface

Charging

Interface

Play

Audio files

Record

Audio files

DTMF

Detection

Conference

Video

Conference

Video switched

Conference

Video mixed

Send Fax Text-to-Speech Speech

Recognition

Play

Video files

Record

Video files

Receive fax

Video

Transcoding

Audio

Transcoding

IP Media Server Functions

Codecs

VAS in IMS / NGN Networks


VAS in IMS / NGN Networks Deployment Benefits & Differentiators

Technical Benefits:

Designed for IP networks

Independent scalability

Less equipment to manage • Lower CAPEX and OPEX

Multimedia platform • VoIP, Video over IP

• TDM Voice and 3G-324M via Gateway

Business Benefits:

Decreases time to revenue

Increases ARPU

Reduces churn Multiple VAS


Delivering 3G Mobile Video Services in India Challenges and Solution

Challenges

Packet bandwidth limitations in central IP core networks

Price-sensitive market

Not everyone in India owns a smartphone

Solutions

Economic alternative is 3G-324M • Circuit-switched 64 kbps video telephony standard

• Adopted by 3GPP for 3G mobile video telephony

Benefits of 3G-324M video for India

• Economical (relative to packet-switched video)

• Compatible with 3G mobile feature-phones


IP-based NGN Architecture for 3G-324M Mobile Video Services


3G Mobile Moving Toward 4G/LTE Mobile (end-to-end Mobile IP)

IP Service Platforms give you path for the future

• Radisys Media Servers compliant with IMS MRF requirements

• We support Video over IP today!

• We support future 4G/LTE architectures today!

3GPP Moving Towards End-to-End IP


3G-324M VAS Case Study: Planet41

Planet41 is Telecom service company based in Mumbai

GO3™ is an interactive video calling application platform Supports wide range of interactive video services,

including live and “on demand” video

Supports both 3G/UMTS and IP networks

GO3™ is based on the highly successful… SIP multimedia application platform, integrated with…

Radisys Media Server for 3G-324M video media processing

Example services include: Indian Idol, news updates

IVVR Devotional Application

Two PoC deployments so far: 1st uses E1 integration

2nd base on IP integration


Product

World’s Leading Protocol Software for Processing of Wireless & Wireline Signal

- Unmatched architecture flexibility

- Provides data & control plane functionality

All Top 10 Telecom Equipment Manufacturers use Trillium

- Provides opportunity to cross sell other assets and applications

Applications

Signaling protocols

- Fourth Generation Wireless Network (LTE)

- Third Generation Wireless Network (3G)

- Femto and Small cell

High availability framework

- Enabling 99.999% reliability

- Patented Technology

Self Organizing Networks

World-Acclaimed Trillium Software

http://www.netlogicmicro.com/index.htm



LTE Small Cells

60+ LTE/3G Small Cell Licenses

10+ Silicon Ecosystem Partners

Coverage

Ca

pa

cit

y

Macro

Micro /

Pico

Greater

Femto Femto

Our Focus:

Small Cells




Summary

Migration to 3G mobile networks is underway

Recovery of 3G spectrum and network investments will take time

The solution for accelerating 3G ROI is VAS offerings

3G mobile network technology brings opportunity to differentiate with

video-based VAS

Radisys Integrated Mobile Media Server (IMMS) is a new approach

Delivers benefits over traditional TDM service platforms

Supports audio, 3G-324M video, and Video over IP VAS on same platform

Migration path to 4G/LTE in future

Radisys has growing list of partners developing on IMMS

Radisys has growing list of customers deploying IMMS

Radisys is ready to help you in India …


The World-Famous Trillium Poster New and Improved….


Thank You!

Questions?

Please visit us in the

exhibitor halls during

VAS India 2012

Simon Miles

Director of Sales Engineering