Operationalizing Seamless Mobility through Service Delivery Platforms

Transcription

1 Operationalizing Seamless Mobility through Service Delivery Platforms Chand Gundecha Motorola Networks Senior Marketing Manager, Seamless Mobility Mobile Telephone (312)

2 Agenda Fixed Mobile Convergence / Seamless Mobility Introduction Market Drivers for FMC / Seamless Mobility Seamless Mobility Architecture, Solutions, Challenges Operationalizing Seamless Mobility Summary 2

3 What is Convergence? Dismantling the barriers between Fixed and Mobile services, while increasing convenience, with greater personalized services, at lower costs. British Telecom Seamless Mobility means you are connected anywhere, anytime, to anything, with any device. It s not about the device or the technology. It s about you and it is made simple by Motorola. Motorola s Seamless Mobility Vision 3

4 Seamless Mobility and Enablers Mobile Network Seamless Mobility Manager VoIP network /Access Points Home-spot Hot-spot CDMA/GSM Network Dual Mode Mobile Handset Office Four Enablers of Seamless Mobility Dual Mode Handset, VoIP network / Wireless Access Points, CDMA/GSM Wireless Network, Seamless Mobility Manager 4

5 Market Drivers Shaping the Need for Seamless Mobility Growth in Cellular Proliferation of Hotspots Growth in Broadband Fixed-Mobile Substitution Voice/Data/Video Fixed Voice Networks Fixed Data Networks Info & Content Convergence Voice/Data/Video Mobile Voice Networks Mobile Proliferation of VoIP services Fixed/ Mobile Seamless Mobility Enhances The Value Of Converged Networks And ServicesS 5

6 Seamless Mobility Drivers - North America (Similar growth globally) Broadband Households (M) Hot Spots (000) North America (NA) Cumulative Broadband Households % CAGR North America (NA) Cumulative Hot Spots 45% CAGR Source: ABI Research, Broadband Wireless: Last Mile Solutions, 1Q 2004 Cellular Subscriptions (M) North America (NA) Cumulative Cellular Subscribers Note: includes iden 7.6% CAGR Source: EMC January 24, 2005 Broadband, Hot Spot deployment, VoIP deployment and Cellular Growth Combine to Make Seamless Mobility/Fixed Mobile Convergence a viable market 6

7 Key Indicators Seamless Mobility Market Dual Mode Wi-Fi Cellular Wi-Fi VoIP Source: Infonetics Research Worldwide Wi-Fi Handset Revenue Projections: $3 B+ by

8 Market Status Service Providers Slower subscriber growth in North America FMC.market expansion into Residential, Enterprise markets Data, multimedia services to increase ARPU Vonage is adding 15K new customers/month Cheap voice service, expanding to WiMax Shrinking Revenues Leveraging current customers /investments to evolve to FMC reduce churn, increase revenue Major asset is data pipe Aggressively launching VoIP VoIP service will increase stickiness Service Providers evolving to new Business Models Quad Play Voice, Video, Data, Wireless 8

9 Motorola Seamless Mobility Architecture/Solutions Address Needs Of All Service Providers Communication Gateway Cable/DSL /Fiber Enterprise Seamless Mobility (Wireless Services Manager) Application & Content Servers Communication Gateway Core IP Network Cellular 3G Softswitch /IMS Communication Gateway Service Delivery Platform Mobile Broadband Wireless Access Cellular 2.5G Motorola Presence 9

10 Customer Segments and Seamless Mobility Solutions Residential Seamless Mobility Solution IMS Enterprise Seamless Mobility Operator Hosted (IMS) Enterprise Seamless Mobility Enterprise Hosted ( Commercial ) Residential Seamless Mobility Solution UMA ( 9+ Trials) 10

11 Enterprise Hosted Seamless Mobility Solutions - Example Outside the Enterprise PSTN Inside the Enterprise Avaya Communication Manager (IP-PBX) IP LAN / WAN Cellular Network CN620 (802.11/cellular) Wireless Services Manager W310 WLAN Gateway W110 WLAN Access Points Solution addresses Enterprise Hosted market segment Deployed by a number of customers globally 11

12 OSS Layer Complex Multi Vendor Environment Seamless Mobility /FMC Challenges Service Provider OSS Network Service activation, service management, billing, new services development/deployment Multi Vendor OSS elements Application Layer Telephony Servers Res/Bus V+D+MM Messaging Servers Video Servers Multi Vendor Servers Session Layer Access Layer Subscriber and Service Data IMS OSS MOT IMS Non MOT IMSs Bandwidth and Multi Vendor Policy Controls Session elements IP Core Network Cellular OSS BBN OSS PSTN OSS PBX WiFi Enterprise Network Packet Cable Headend WiFi / Cable / HFC Home / SOHO DSLAM WiFi / DSL Home / SOHO Cellular Access Technologies CDMA 1X, EV/DO GSM / GPRS / UMTS WiFi Hotspot BB Wireless e, EV/DO-A, HSDPA, etc. Multiple Access technologies Devices & Clients IADs, IP Phones, Home Networks Multiple Devices 12

13 Service Layer is a Key Enabler of Seamless Mobility End User and Network Services/Applications POLICY MANAGEMENT GAMA BILLING Integration through GAMA SUBSCRIBER MANAGEMENT SERVICE MANAGEMENT GAMA MOBILITY MANAGEMENT OPERATIONS MANAGEMENT GAMA SESSION MANAGEMENT Converged Wireless Cable IMS SoftSwitch Wireline MPLS CORE Border Gateway Core Router Core Router Core Router Core Router EDGE ROUTING BRAS Router ACCESS NETWORKS DLC / Cable ATM/DSLAM IP DSLAM OLT Video Head-End GSM UMTS CDMA Canopy 802.xx 4G Media Gateway IP Based PBX Cable Modem/ Access Point Terminals Nomadic ONT IP Phone Auto OUT IN October THE WORLD 2005 Hot Spot HOME ENTERPRISE PUBLIC SAFETY 13

14 7 Success Factors To Seamless Mobility 1. Mobility Management 2. Seamless Session Services 3. Network and Service Management 4. Device Management 5. Applications & Content Management 6. Partner Management 7. Integration (Services/Network/Devices) via Services! 14

15 Motorola Global Applications Management Architecture (GAMA) Integrated Mobile Marketplace Rapidly launch, deploy and manage content and services Games Tones Music Downloads Pictures Video Clips Streaming & More! 15

16 Sample Revenue Sharing Business Model User User GPRS Transport Wireless Wireless Operator Operator RETAINS TRANSPORT COST DOWNLOAD CHARGE RETAINS AGREED REVENUE SHARE CONTENT CHARGE Content Content Provider Provider SERVICE PROVIDER SHARE Wireless Wireless Operator Operator 16

17 Service Service Retail Retail Product definition and Service Design capabilities Product definition and Service Design capabilities Flexible and Personalized Service Discovery Flexible and Personalized Service Discovery Flexible pricing Flexible pricing Preview, Pay-per-view Preview, Pay-per-view Subscription, Gifting, tokens Subscription, Gifting, tokens Multiple Storefront support WAP, Client based Multiple (Java, Storefront Symbian support etc) WAP, Client based (Java, Symbian etc) Supports multiple retailer model with disparate Supports content multiple ontology retailer model with disparate content ontology Integrated with GAMA workflow for content submission, Integrated with service GAMA creation, workflow provisioning, for content testing submission, etc service creation, provisioning, testing etc Mobile Content Retail Value Chain RETAIL Service Service Delivery Delivery Support for multiple delivery topologies Support for multiple delivery topologies Transport & operator billing integration for wide geographical Transport & reach operator billing integration for wide geographical reach Service fulfillment & charging awareness for service Service traceability fulfillment & support charging awareness for service traceability & support Reporting for partners both on the supply & on demand Reporting side for partners both on the supply & on demand side Digital rights management and content protection for Digital supplier rights management and content protection for supplier Motorola Global Applications Management Architecture integrates these dimensions to deliver a seamless advanced mobile retailing marketplace. Service Service Supply Supply Chain Chain Mobile content acquisition Mobile content acquisition Creation & management of a developer portal for Content Creation Providers & management of a developer portal for Content Providers Content classification & mechanics Content classification & mechanics Content testing & certification Content testing & certification Service enablement for supporting advanced retail Service services enablement for supporting advanced retail services End-to-end service testing End-to-end service testing Generating reports on content usage and revenues Generating reports on content usage and revenues Association of a suggested price for services Association of a suggested price for services Protection of content against repeated free-usage Protection of content against repeated free-usage Capability to bundle and cross-sell relevant Capability to bundle October and 2005 content cross-sell relevant content CUSTOMER SUPPORT NETWORK OPERATIONS OPERATIONS SETTLEMENT Operations Operations & & Support Support Capability to fill supply, retail & delivery gaps Capability to fill supply, retail & delivery gaps World-class global network operations, support & testing World-class capabilities. global network operations, support & testing capabilities. Unique extended corporation model Unique extended corporation model Sophisticated support for settlement Sophisticated support for settlement Aggregation & management of low value transactions Aggregation & management of low value transactions L1 & L2 support for service retailers & consumers L1 & L2 support for service retailers & consumers Source & refresh content- Ringtones, Games, Source & refresh content- Wallpapers Ringtones, Games, Wallpapers Add promotions as a new service to existing user or Add new promotions content to as existing a new user service of the to service existing user or new content to existing user of the service Manage a service through its life-cycle including Manage a service through its life-cycle including retirement and withdrawal of retirement and withdrawal of 17

18 Motorola Seamless Mobility Services Strategy - business impact, network evolution Integration Support Applications Seamless Experiences Seamless Managed Services Services are critical to make Seamless Mobility Operational 18

19 Motorola Seamless Mobility Services Service Modules STRATEGY INTEGRATE MANAGE APPLICATION SUPPORT Solution Design & Architecture Operation Central Element Management End User QoS Management E2E Support Ancillary Equipment & Staging Billing Management Application Hosting E2E Performance Installation & Commissioning, Integration Roaming / Handover Program Management Application Integration Interoperability Testing Security Training 19

20 Summary Motorola has invested 3+ years in research in enabling the converged services network/handset vision: Dual mode device integration Seamless Hand-offs and Mobility Management End-to-end Quality of Service and Security Management across different networks Motorola has end to end Seamless Mobility product solutions Motorola services help service providers operationalize and deliver seamless mobility to their customers Motorola IMS Seamless Mobility Solutions will allow Service Providers to utilize current investments and provide a full seamless mobility offering across all user segments 20

21 Q&A Back Up Slides 21