Download The Promise of IMS: Will it Deliver

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Page 1
10/11 “The Promise of IMS: Will it Deliver”
 IMS Expo, San Diego.
 Slides due 9/1.
 Need 100 copies by 9/15.
9/15 “Wireless Application Trends”
- Tier 2/3 Mobile workshop, Plano
9/20-9/22 “RCA Business Development”
- Booth Duty. St Louis.
9/26 “The Role of IMS in a Converged Network”
 VTC Convergence, Montreal
 10 minutes plus panel
 Slides due 9/15
10/18 “Adoption of ATCA by the wireless industry
 Advanced ATCA Summit, Santa Clara. 5min
 12/5 “Introduction to IMS” 30min
 IMS Conference Dec 5
 San Jose Wyndam Hotel
 12/6 Panel on IMS
 IMS Conference Dec 5
 San Jose Wyndam Hotel
The Promise of IMS: Will it Deliver ? - Oct 2006
All rights reserved © 2005, Alcatel
The Promise of IMS: Will it Deliver?
Oct 2006
[email protected]
All rights reserved © 2005, Alcatel
What is the promise of IMS?
Page 3
what do end-users want ?
diverse services
more
diversity
more
simplicity
diverse devices and
connectivity
transparent synchronization
what does “diversity” mean ?
diversity of services
diversity of access & devices
Empower
Me
Mobility
Entertain
Me
any device, any
access
single authentication
Organize Me
consistent
personalization
Connect Me
Comfort
Optimal
Trade-Off
Cost
Securi
ty
IMS’s Goal: Make carrier services customer
centric in a competitive environment
The Promise of IMS: Will it Deliver ? - Oct 2006
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IMS – consistent new services & faster delivery
Page 4
Application
Layer
AS
AS
SIP
DIAMETER
Session
Control
Layer
CSCF
HSS
SIP
MRF
SIP
MGCF
MGW
Connectivity
Layer
H.248
SIP
IP Network
GGS
N
PSTN/PLMN
CPE
The Promise of IMS: Will it Deliver ? - Oct 2006
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Ensuring Future Service Providers Can
Create AND Control Services
Page 5
Service
offering
Value
proposition
Established
carriers
Internet-based
challengers
Future carriers
Limited, slow
innovation
Unlimited, fast
innovation by
global
developer
community
Unlimited, fast
innovation by global
developer
community
Free (or low-cost)
communication
Communication
Fragmented,
limited offer
Easy-to-use,
convenient,
personal, quality,
secure, efficient
Cost base
Legacy,
heavy
Scalable, pure
IP/IT
Increasingly IP/IT
Customer
base
Local, per
service,
established
Global, per
service,
nascent
Multi-local, multiservice, demanding
The Promise of IMS: Will it Deliver ? - Oct 2006
Service
Creation
Service
Control
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Successful IMS has to solve BOTH
Service Creation and Control
Page 6
Competitive Transformation
Service
Transformation
Necessary
Response
Required
Innovations
Required
Solutions
SERVICE CREATION
¢ Applications
¢ Service platforms
¢
¢
¢
¢
IN
IMS
IPTV
Web Services
&
Network
Transformation
SERVICE CONTROL
¢
¢
¢
¢
NGN
Service Aware IP
Access Independent
Network Mgmt
SERVICE
INTEGRATION
Competitive
Future
¢ Subscriber information
The Promise of IMS: Will it Deliver ? - Oct 2006
All rights reserved © 2005, Alcatel
NGN – Reducing Core Network Costs
Page 7
REGION 2
REGION 2
REGION 1
REGION 3
TDM or
IP/ATM
REGION 3
REGION 4
REGION 4
REGION 2
REGION 3
REGION 1
The Promise of IMS: Will it Deliver ? - Oct 2006
REGION 4
REGION 1
NGN allows line interfaces and call control
functions to be separated. Call Servers
can be centralized. Line interfaces can be
distributed as needed
All rights reserved © 2005, Alcatel
IP Transformation Today
For IMS’s Tomorrow
Page 8
Ethernet unifies the RAN/Core with higher bandwidth and lower transport costs
RAN
Transport
2G
IMS
IP Core
2.5G
3G
WiFi/UMA
RAN
Transport
3G HSDPA
3G HSUPA
3G LTE
WiMAX
GE
Subscriber VLAN
CIR = 1 Mb/s
PIR = 1 Mb/s
The Promise of IMS: Will it Deliver ? - Oct 2006
VoIP (priority 1)
PIR = 1 Mb/s
CIR = 90 kb/s
High Priority Data/Video
PIR = 1 Mb/s
CIR = 256 kb/s
HSI (shaped & priority 3)
PIR = 1 Mb/s
CIR = 512 kb/s
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Access Independence
Page 9
IMS access independence allows a single core/services network to support multiple access technologies
simultaneously. EDGE, HSDPA, EV-DO, WiMAX, DVB-H, DSL, IPTV, Docsis, and WiFi network can
share a common IMS backbone. Carriers can provide subscribers the lowest cost technology (situational
dependent) with the widest range of functionality
IP Based Converged Backbone
DVB-H / 3G
WiMAX
802.16e
PSTN
network
IPTV
network
Cable network
In-building Hotspots
Rural
The Promise of IMS: Will it Deliver ? - Oct 2006
Urban, Suburban
Suburban, Rural
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HLR/HSS: Moving beyond voice
DNS
Billing
(Offline / Online)
Services &
Applications
Operator’s
Back office
GUP Server
BSF
(GAS)
GPRS Access
(UAS)
UMA Access
(WAS)
Database Engine
Other Functions
DIAMETER /
RADIUS / LDAP
AAA
Provisioning &
Monitoring
Other IMS Functions
EAP-SIM/EAP-AKA
WLAN Access
MAP / SMPP
HLR/AuC
HTTP / XML
IT/Telco Middleware
Mobile networks
WLAN/WiMax Hotspots
UMA Access
Fixed Access
…
SIP
IM-HSS / SLF
Page 10
Other Network
Management
Functions
Other Protocols
IT/Telco Platform
HLR’s provide subscriber subscription database services for mobile voice services
HSS extends the concept
Consolidation of subscription data saves
allows roaming for all services
opex & simplifies service construction
allows roaming between different access systems
The Promise of IMS: Will it Deliver ? - Oct 2006
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IMS Applications
Building Blocks for Service Development
Page 11
IMS is not about individual service applications
IMS is about application combinations for a
targeted subscriber population
 Presence enhanced phone book
 Push to Talk / Show / Share
 Smart Call Back service
 Video/Audio Content Sharing
 Instant Messaging
 PC/Mobile Messaging
 MM conferencing
 SMS/MMS legacy support
 Voice on circuit legacy support
…
Applications
Push to Show
Push to Talk
Instant Msg
Sharing
…
Enablers
Charging
Authentication
Presence
Group Mgmt
…
Application Server Platform
The Promise of IMS: Will it Deliver ? - Oct 2006
All rights reserved © 2005, Alcatel
IMS Promises New Types of Service as Well
Page 12
Personalization
• “Primetime” shifts to “My Time”
• Consumers become producers
Personalization
Interactivity
• Video evolves toward permission marketing
• Voice, video and data finally collide
• Can you “see” me now?
Mobility
• Placeshifting becomes common-place
• Mobile phone becomes remote control
Interactivity
Accessibility
Source: Alcatel Focus Group Research
The Promise of IMS: Will it Deliver ? - Oct 2006
All rights reserved © 2005, Alcatel
43%
Implication: User Generated Content; User
Focused Services
57%
78%
(songs)
Total Inventory (books)
Page 13
Netflix
2,300,000
% Sales from Long Tail
•Competition provides choice and choice fragments the market
•Carriers will shift from mass marketInto2009,
fragment
specific
marketing
227 billion
images
will be
taken
with
a
mobile
phone
•New technologies, new services will determine winners & losers
Audience per title
20%
Number of Titles
130,000
39,000
Walmart
80%
Amazon
Total Inventory (movies)
Barnes & Noble
57% of online US teens
create content
Films Sport Soaps
25,000
Reality
Local TV
TV
Regional
Community Pictures &
and local Clubs
videos
content
communities
(friends & family)
The viewing
windows
opens
3,000
Netflix
Blockbuster
The Promise of IMS: Will it Deliver ? - Oct 2006
22% have a personal web
page - 19% have a blog
Communities
broaden the
audience pools
57% of online US teens create content
22% have a personal web page; 19% blog
(PEW study November 2005)
All rights reserved © 2005, Alcatel
Example: Carrier Service Development
1
2
3
4
5
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Add User
Starting from
his contact list,
the end-user
adds the
“News” user
Adding this
user grants
access to
video content
managed by
the operator
The icon
shows that
new content is
available
Clicking on the
“News” user
triggers the
video file
stream
The Promise of IMS: Will it Deliver ? - Oct 2006
Video is played
in the Client
Software…
The video has
been seen, the
icon is set to
grey to notify
the end-user
that there’s no
new content
available
New content is
available, the
icon is back to
the “New
content” state!
All rights reserved © 2005, Alcatel
Example: Consultant Service development
Page 15
Presence-based
Message Routing
Content
Promotion
Reach Me
Flight
Tracking
SDP
Presence
/GLMS
Standard Java API / SIP Servlet
Run Time Layer
Sip Handling
Web-Services Interfaces
Content/news in the
network address
book
Content sharing with
buddies & shared payment
IMS AS
HSS
IMS Core
l IMS Core
The Promise of IMS: Will it Deliver ? - Oct 2006
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Example: Vertical Application Developer
Page 16
Example of 3rd party application on and IMS Application Server: IMS Workforce Manager
Maps with A-GPS Location Tracking
Presence
Video push
A-GPS
Messaging
Voice
Real-time video
monitoring
MOBILE
WORKFORE
Messaging
Mobile Workforce
Voice Calls
WORKFORCE
MANAGER
Presence
Standard Java API / SIP Servlet
Run Time Layer
IMS AS
IMS Core
The Promise of IMS: Will it Deliver ? - Oct 2006
IMS Core
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Web Services –
IMS can’t do it all….
Page 17
Open Service Delivery Environment
IMS platform
Web services
orchestration
serviceservices
orchestration
other platforms
XMPP
IMS ap server
SOAP
XML
Billing platorm
SIP
IGMP
Common IP
network
SIP
Softswitch network
SIP
CSC function
MS
other AS
Diameter
1430 HSS
MGC function
Media gateway
IP
Internet
The Promise of IMS: Will it Deliver ? - Oct 2006
SS7/TDM
PSTN
PLMN
legacy subscribers
All rights reserved © 2005, Alcatel
Summary –IMS will Deliver
And transform the business in the process
Page 18
Accelerate
innovation
 Reduce Time to market for new services introduction
 Reduce cost of introducing new services
 Leverage unused data network capacity
Create usercentric services
 Seamless Service Delivery regardless of Access Type
 Service interoperability and multi-modal Operation
 Reduce Churn through Increased Service Desirability
Simplify Service
Delivery
 Common service provisioning
 E2E service observation and management
 Foundation for service partnering
Keeping value
in the network
 Stimulate 3rd party innovation under operator control
 Add immediacy, personalisation and location awareness
 Expanding the charging relationship with end-users
IMS is about surviving and thriving in a competitive environment
The Promise of IMS: Will it Deliver ? - Oct 2006
All rights reserved © 2005, Alcatel