Applications and Services. Qualcomm. Vij Gajinder

Transcription

1 Applications and Services Qualcomm Vij Gajinder Marrakech, May 4 th 2007 Gajinder Singh Vij, Director Technical Marketing gajinder@qualcomm.com

2 CDMA2000 1X A Well Established Mobile Broadband Evolution Path All-IP Services Broadband downloads EV-DO REL 0 DL: 2.4 Mbps peak UL: 153 kbps peak EV-DO REV A Broadband uploads Low Latency Advanced QoS VoIP, PTT an d VT OFDM Multicast DL: 3.1 Mbps peak UL: 1.8 Mbps peak CDMA CDMA/TDM OFDM OFDMA Multi-Carrier Rev A Lower delays and higher data rates Software Upgrade EV-DO REV B DL: Mbps peak 2 UL: Mbps peak 2 1 UMB (Ultra Mobile Broadband) - Previously referred to as Rev C LBC 2 Peak rates scalable with number of carriers standard supports up to 15 carriers. Upper range highlights introduction of 64-QAM (1 RF carrier 4.9 Mbps peak) 3 Expected rates for 20 MHz, FDD, 4x4 MIMO MHz option also included in the standard 5 TDD mode is under discussion 1999 Rev 0 DL: 3.0 Mbps peak UL: 900 kbps peak FLASH- OFDM Optimized OFDMA Solution All-IP Services DL: 5.3 Mbps peak UL: 1.8 Mbps peak Rev 1 FLASH-OFDM (Pre- UMB) K=3 frequency re-use VoIP DL: up to 288 Mbps peak 3 UL: up to 78 Mbps peak 3 UMB 1 Highly optimized OFDMA solution 5-20 MHz carrier bandwidth 4 VoIP FDD & TDD 5 Modes MIMO & SDMA Support

3 EV-DO Well Poised for a Convergent All IP World > Improved User Experience for Existing Applications Web browsing VoD/MoD, Brew/File downloads MMS Remote LAN/PC Access (e.g. GoToMyPC) Remote Data Backup/Restore and Software updates Remote Router WAN Access > New Revenue Generating IP-based Applications Video Telephony Multimedia Upload/ Exchange VoIP/ Simultaneous VoIP and Data Push to Connect/ Push to Media Low Latency Gaming Service Tiering Multicasting

4 New Revenue Generating IP-based Applications Appeal to Different Segments VT, Multicast, Sim VoIP/ Data, Low Delay Gaming, Push to Connect, PTM, Multimedia Upload Early Adopters Late Adopters Young Adults Prosumers Enterprise Mass Consumers > Young adults demand rich and simultaneous multimedia > Prosumers and business professionals expect more integrated communication tools that enhance productivity and support simultaneous voice and data > Mass consumers will adopt multimedia services as service and device pricings come down

5 Simultaneous VoIP and Data

6 Consumers Expect Integrated Communication Tools > Usage Scenario Watch CNN breaking news multicast to your handset Presence list indicates your friends are available PTM colleagues to see the news and start discussion Send news clip with voice message to your friend who cannot join discussion Schedule plans with entire group Your calendar knows you are unavailable during meetings Presence list automatically updated Calls automatically redirected to assistant/ voic

7 Rev A VoIP Enriches Telco-Quality Voice Calls > Service IP-based voice service of telco quality over packet switched networks Same quality as existing cellular voice calls > User Experience: Richer Voice Calls of Telco Quality Enriches voice apps with data & vice versa Dynamically add and mix multimedia components within one call (text, pictures, audio, voice, video) Initiate voice calls within data apps (e.g. games) Dynamically extend 2-party voice call to multi-party video call (PTM) Simultaneous voice/ data capability allows multi-task on wireless device E.g. checking , Internet browsing while making voice call Enhance an existing voice call with a picture or video stream Voice call to customer service representative from a weblink

8 EV-DO Rev A Makes VoIP Service More Profitable Competitive Advantages Lower cost in mixed data and voice environment especially when data demand is high, as compared to 1x (voice & data) or 1x (voice) & DO (data) VoIP channel cards offer data capacity at off-peak hours provide download/replay MM Aligned with convergent All IP system architectures in wire-line, WWAN, WLAN Differentiation with better user experience Ease of extending a 2-party voice call to a multi-party video call Ease of adding and mixing different multimedia components within one call Cheaper and faster to develop new services/ revenue sources Voice handled same way as data Developers can easily add voice to data apps (e.g. games) Voice gets richer and more ready to interact/ integrated with other data apps, e.g. Presence, IM, MMS, PTM (Enabled by IMS)

9 EV-DO Rev A VoIP Capacity > Rev A QoS enables VoIP performance comparable to 1x circuit-switched Voice 50 simultaneous users / sector (2-Rx diversity devices, PIC) 95 percentile mouth-to-ear delay: 241ms (mobile to mobile) > VoIP allows airlink to be used dynamically between voice and data Voice becoming richer and more integrated with data and video Operators can utilize idle voice capacity and multicast multimedia content to user devices

10 Video Telephony

11 Video Telephony, Video Sharing - Enriches the Communication Experience > Consumer Applications Show Me app: share places, events, objects in realtime Share special moments such as birthdays and babies' first steps Collaborate on purchases while in store, on location See Me app: show people to individuals or groups Voic enhanced with Video > Business Applications Insurance claims Remote healthcare Journalism and reporting Police work Remote product design Visual proof of construction

12 EV-DO Rev A Enables More Efficient and Flexible VT Competitive Advantages > Better Than Circuit-Switched VT Higher quality user experience Packet delivery can dynamically compensate for subject matter changes and system load Lower cost Packet-switched VT more spectrally efficient Can charge less when video not on, or lower quality Easier to set up/tear down individual video & audio flows: e.g. via IMS s Service Based Bearer Control Better control over communication experience Turn on/off video, change video from bidirectional to unidirectional Accept calls with or without video Easier to deploy higher value, innovative services Easier to extend dynamically from 2-party VT to multi-party PTM Call Easier to integrate IP-based VT with other data apps: e.g. Presence, IM, PTM (Enabled by IMS

13 Multimedia Upload & Exchange

14 EV-DO Rev A Enables Operators to Enhance Portal Based Services for Mobile Users Share personal experiences with photos and videos captured by your mobile phone Create photoblogs and videoblogs of: Outdoor activities: Skydiving, camping, hiking Personal events: Weddings, proms, reunion, birthday parties, family gatherings, babies special moments, vacations Sporting events: Little league games, high school

15 The M Generation: Mobile + Media The mobile phone is a pre-teen and teenager s personality, it is their life. Their phones hold everything important to them contacts, pictures, games and videos Young consumers now have a vehicle to create content from any place at any time and post it on the Internet, share with friends or spread virally through their social networks. (Rebecca McQuigg, Youth Intelligence) > Internet based social network portals Over 300 known social networking sites worldwide MySpace, Windows Live Spaces, Yahoo! 360, Mixi (Japan), CyWorld (S. Korea), YouTube (video sharing and blogs), Reunion (reconnect with family & friends) What they do? Allows users to network and connect with others Create personalized homepages or profiles Host and share video, photo and music Communicate using chat, instant message, , blog and journal Portals depend on user generated content and

16 Value of Mobile Social Network Portals to Operators > Increase Revenue Stimulate use of premium services: Today: file up/download, video/audio/picture. messaging, browsing Future: video sharing/conferencing, Distribute mobile content via social network portals: Movies, ringtones, music, etc. > Segmentation Establish strong identity in lucrative segments: Pre-teen, teen and young adult Ability to target specific market segments based on user interests > Reduce Churn Users attachment to social networks serve as sticky services Build unique user communities leveraging mobile multimedia service extensions to proven community portals > Strengthen Brand > Grow Customer Base Through Viral, Word-of-Mouth Marketing

17 Low Latency Games

18 EV-DO Rev A Enables Low Latency Games > Differentiation With New Class of Online Games Single-player online games E.g. Player compete with the server in a strategy game Multiplayer online games: players compete with each other First Person Shooter (FPS), e.g. Halflife Real Time Strategy (RTS), e.g. Age of Empire Role Playing Games (RPG), e.g. World of Warcraft Keep playing while on the road Leverage from apps and user behavior already established in wire-line IP and WLAN Flexibility wrt location and connectivity Traffic for most popular online games Low bandwidth Bursty Requires consistent and low latency Half-life requires round-trip delay of 150ms or less Age of Empire requires round-trip delay of 300ms or less OTA over-provisioning is expensive; therefore multiple levels of QoS support are crucial EV-DO Rev A offers much lower round-trip latency than alternative WWAN technologies

19 Multiplayer Believed Pivotal, Gaining Momentum Microsoft announced it would extend it s Xbox Live community of millions of console gamers to mobile phones with its Live Anywhere initiative - Lets players find, communicate and engage each other - Hosts tournaments and other promotional vehicles People are tuning into the multi-player gaming experience it s starting first with casual games and group games and moving from there. Tammy Robinson, manager of games, content and programming for Verizon Wireless Trip Hawkins, founder of PC gaming leader Electronic Arts, believes the social connection aspect of mobile gaming is critical to its success Ultimately multi-player will be in every mobile game it will be a critical component of the business. Justin Kubiak, director of marketing for Glu Mobile

20 Service Tiering

21 Tiering Offers Operators More Service Flexibility > Different Types of Service Segmentation Amount of Data Consumed (MB) Average or Peak Data Rate (Mbps) Responsiveness/ Latencies of Services (Seconds) Helps operators expand product portfolio and better combat competitive offerings > Service Tiers Better Tailored to Users Needs & Affordability QoS Improves the Ability to Match Bandwidth to Apps/Services Service Segmentation Based on Throughput and Resource Prioritization E.g. Premium Perf and Pricing Levels position WWAN as Primary Broadband Connection E.g. Lower Perf and More Affordable Pricing Levels Further Drive Adoption of WWAN Service Tiering Expands Addressable Market > Operators Can Better Prioritize Resources to Reflect Service Profitability Allows support for more best effort users without seriously impacting latency dependent services

22 EV-DO Rev A Enables Service Tiering > User-based QoS: Enables system to treat users with different levels of priority based on their subscription level (Executive, Premium, Standard) User profile determines priority level and available applications > Flow-based QoS: Efficient resource allocation for both delay sensitive and delay tolerant sources Device can have multiple flows with different QoS requirements per flow System can classify flows and give higher priority to delay sensitive flows VT Lower priority user Low latency, low data rate voice Low latency, medium data rate video Standard User Low latency, low data rate data Higher priority user Premium User Low-Latency Gaming Video Streaming High throughput video

23 Platinum Multicast

24 What is Multicast? > Unicast One to one transmission Each user sends and receives data individually Applications: VOD, Music on Demand, E- mail, web-browsing, video telephony, MMS, Push-to-chat, Media downloads A B C... N Unicast: each user sends and receives individually > Multicast One to many transmission Same content can be received by all users Operator controls system loading by scheduling delivery of content on the network More efficient and lower cost given multiple users are served simultaneously Applications: Video and Audio programming, M di d l d D t ti A B C N Multicast: all users receive o

25 Platinum Multicast Popularizes Multimedia Experience > Service Live and cache-cast content sent to all subscribers in sector > User Experience Multicast service complements existing VOD and MOD services Content downloaded to wireless device in off peak hours A few channels can be tuned-into live Same good indoor coverage as voice network Service appeals to both consumers and business users depending on the multicast content > EV-DO Rev A Enablers EV-DO FL can interlace OFDM modulation for multicast Rx diversity important for multicast services

26 Different Types of Mobile Media Services ON DEMAND On-Demand Streaming Program (short- or longformat) streamed upon viewer request Content not stored on device Download & Playback User downloads latest content from server Content stored on device NETWORK SCHEDULED Scheduled Streaming Viewer watches as program occurs (i.e. join in-progress) Content not stored on device Cache-Casting Network operator delivers latest content from server Content stored on device UNICAST ONLY UNICAST & MULTICAST Multicast complements existing On Demand services

27 Dynamic Allocation to Network Scheduled and On Demand Content ¼ Carrier ¾ Carrier Daytime: 6:00 am to Midnight Peak Hours Off-Peak Hours Live Live U n i c a s t Cache- Cast U n i c a s t ¼ Carrier ½ Carrier Midnight to 6:00 am Off-Peak Hours Cache-Cast Unicast ¾ Carrier ¼ Carrier

28 Summary > Devices becoming more integrated, e.g. laptops, cell phones smart phones, handheld computers > Voice becoming richer (more integrated with data/ video), e.g. video telephony, PTM, simultaneous VoIP and data > Flexibility to monetize resources between voice and data, especially during network idle times > Convergence trend of all traffic (voice and data) based on All IP networks > EV-DO Rev A well poised as the leading wireless IP WAN for new revenue streams, lower costs, and flexible service offerings