Applications Expert Center WELCOME I M S

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1 Applications Expert Center WELCOME I M S

2 Applications Expert Center WELCOME Nuno Pacheco Partner and Alliance Manager Ericsson I M S

3 Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope Multimedia Services Catalogue SDS: Service Creation Environment Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 3

4 I M S Applications Expert Center IMS Application Expert Center: Universe of Services Rodolfo Correia Media Competence Centre Manager

5 Why IP-Multimedia? What is the Most Important Factor Driving IMS Deployment in your Company? The need to reduce Service & Application Development Costs 9% The need to create an Environment That will enable quick & easy Launch of New Services 39% The need to converge Fixed and Mobile Services 24% 28% The need to deliver integrated Applications That combine Voice, Data & Video Traffic Source: Light Reading Insider The Light Reading IMS Survey was conducted February 13-17, 2006 and drew responses from 93 qualified service provider professionals, representing a board array of network operator types and geographic regions OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 5

6 IMS delivers essential elements for new service propositions Source: IMS Insider Surveys and Interviews, STL Analysis OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 6

7 Importance to the Successful Deployment of IMS Applications! Source: Attitudes to IMS, IMS Insider OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 7

8 IMS Today - Market contracts and Trials Applications and enablers Operator examples Supplier IMS Common System IMS Multimedia Telephony Push-to- Talk Combinational Services Fixed Mobile Ericsson 19 contracts 40 Trials 11 contracts 14 Trials 5 contracts 19 Trials 3 contracts 7 Trials Telefonica, TDC, Sprint, Rogers, Commander, TeliaSonera TIM, Vodafone, TeliaSonera Competitor 1 10 contracts 17 Trials No IP-Centrex Sol. Contracts 45 references 3 contracts 10 trials Competitor 2 15 contracts 15 Trials Competitor 3 1 contracts 1 contracts Total contracts & Trials 45 contracts 73 Trials 12 contracts 15 Trials 20 contracts 49 Trials 6 contracts 17 Trials First trials began in Extensive activities based on the IMS standard, fixed and mobile. 83 contracts for commercial launch, many more ongoing trials. GSMA IMS/SIP trials involve 50 companies across Europe, Asia & North America. Source: Ericsson analysis OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 8 June 2006

Published Ericsson IMS references - 23 Contracts and additionally over 50 trials Systems Integration Deploy and integrate Ericsson IMS components Fixed networks IMS Multimedia Telephony (IP Telephony

) Convergence Trials for convergent Multimedia services Fixed networks IMS Multimedia Telephony Enterprise focus Trial of converged IMS services Mobile IMS Push to Talk Fixed and Mobile Fixed

9 Published Ericsson IMS references - 23 Contracts and additionally over 50 trials Systems Integration Deploy and integrate Ericsson IMS components Fixed networks IMS Multimedia Telephony (IP Telephony and IP Centrex) Fixed networks IMS Multimedia Telephony (IP Telephony and IP Centrex, First IMS system in live commercial traffic in the world!) Convergence Trials for convergent Multimedia services Fixed networks IMS Multimedia Telephony Enterprise focus Trial of converged IMS services Mobile IMS Push to Talk Fixed and Mobile Fixed Networks IP Telephony and IP Centrex Business Trunking PBX switches connected to IMS Selected by Vodafone Group as a preferred supplier of IMS Residential IP telephony Mobile IMS Push to Talk Fixed and Mobile Trial of convergent and seamless IMS Services OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 9

10 Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope Multimedia Services Catalogue SDS: Service Creation Environment Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 10

11 I M S Applications Expert Center Universe of Services: Goals & Scope Rodolfo Correia Media Competence Centre

12 Goals: To boost IP Multimedia end user market Stimulate the rapid development of IP-Multimedia Applications, involving Operators and Application Developers OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 12

13 Scope: Identify Applications Identify Applications Universe of Services... Implement them A Business Analysis B Proof of Concepts... Implement them OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 13

14 Business Analysis & Proof of Concepts Identify Applications Universe of Services Business Analysis I. Catalogue II. Service Proposals validated by Operators III. Requirements Specification/Service Proposal A B Proof of Concept I. SDS* availability II. Training III. Support IV. Terminals V. Testing Implement them Operator A, B,.n Demo SDS: Service Creation Environment OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 14

15 Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope Multimedia Services Catalogue SDS: Service Creation Environment Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 15

16 I M S Applications Expert Center Multimedia Service Catalogue Ricardo Oliveira IMS Business Developer

17 Scope: Business Analysis & Proof of Concepts Identify Applications Universe of Services Business Analysis I. Catalogue II. III. Service Proposals validated by Operators Requirements Specification/Service Proposal A Catalogue B Proof of Concept I. SDS availability II. Training III. Support IV. Terminals V. Testing Implement them Operator A, B,.n Demo OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 17

18 IP- Multimedia Service Catalogue The Catalogue includes: # 32 # 100 Ericsson available services, Demos & Trials + New IMS Service Concepts & Ideas OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 18

19 IP-Multimedia Service Catalogue Classified by service category: Enriched Communication Entertainment & Media Enterprise Communication If commercial services If convergent ones If developed for an operator Otherwise it is a trial or a demo version If fixed only or mobile-only: Trial Demo Fixed Mobile Customer References OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 19

20 More than 32 Commercial Services, Demos & trials 1 service card per service/demo/trial OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 20

21 Refresh the end user services arena taking IP advantage New IMS Services Concepts & Ideas Methodologies: Adding multi-media capabilities Enhancing Existing services Make them convergent OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 21

22 More than 100 IMS Services Concepts & Ideas to share OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 22

23 Ideas to enrich existing services Entertainment Information Communication Transaction Multiplayer Gaming + Presence Info + Invite or chat via IM + Purchase Game Extras Mobile TV + TV Channel Buddy + Interaction via IM (voting, contest) + Purchase VAs + Net Record Program Music + News content (free advertisement model or subscription) + Post messsages to chat + Info music played + Push music + Purchase track, ringtone, subscription to celebrity buddy, etc. + IM Easy Access Code to reach content Operator Buddy + Account Balance + Alerts & Promotions + One click to call/im C.C. + Top-up Card + MM Celebrity Content Content Buddy + Buy video, game, etc. + Music Background + Picture or Video + IM Birthday Reminder Voice Call + Send Birthday Greeting Card + Easy share of blog video or pictures + IM on blog changes + Alert if member close + Online buddy matching preferences + Child Tracking + Map Request Communities and Blogs Presence Information + Send Birthday Greeting Card + Buy song or Ring Tone + IM Stock Info + Charts + IM or Call C.C. Mobile Banking 2G/3G Application Today IMS Enhancement OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 23

24 Examples of Ideas to enrich existing services OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 24

25 Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope Multimedia Services Catalogue SDS: Service Creation Environment Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 25

26 I M S Applications Expert Center Universe of Services: SDS Service Creation Environment João Reis Senior IMS Solution Architect

Provides end-to-end support for design, coding and testing of both client and server side of applications; Programming is based on Eclipse Integrated Development Environment; Part of ERICSSON s IMS

27 Provides end-to-end support for design, coding and testing of both client and server side of applications; Programming is based on Eclipse Integrated Development Environment; Part of ERICSSON s IMS portfolio and is verified and released in sync with ERICSSON s IMS releases; Can be used as a Trial Execution Environment; Service Development Studio Applications developed with SDS can be deployed on commercial Service Execution Environment; OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 27

28 Proof of concept via SDS Service Development Environment Eclipse IDE What is SDS? SDS Terminal Emulator SDS Application Server Emulator ICP Client Service Components IMS Client Platform Terminal/User Interface Emulator Network Service Components includes Ericsson Connectors Service Execution Environment Emulator SEE SDS Network Emulator Simulated CSCF Simulated HSS, PGM PTT-AS * OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 28

29 Trial Deployment via SDS Service Development Environment Eclipse IDE IMS Client Platform (ICP) Real Client SDS as trial server Network Service Components includes Ericsson Connectors BB/DSL Service Execution Environment SEE WCDMA CSCF SBG IMS Common System MRF HSS, PGM PTT-AS Trial Target Network RNC SGSN GGSN OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 29

30 IMS Commercial Server Deployment SDS Network Service Components including Ericsson Connectors Deploy + SIP-AS Any JSR 116 compliant e.g. BEA WLSS Design, Test & Trial Commercial Deployment SDS supports both server and client side and incorporates a complete self-contained IMS network in line with Ericsson IMS System Releases OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 30

Terminal Client Deployment SDS Development Environment - PC Step1a)

Environment Step 2 Deploy and debug the service in the phone (UIQ)

Deploy the new client - and ICP - if not already deployed - in a real

31 Terminal Client Deployment SDS Development Environment - PC Step1a) Design and implement the IMS client application in the SDS Design Environment Step 2 Deploy and debug the service in the phone (UIQ) emulator Client developed with SDS IMS Client Platform (ICP) Step 3 Deploy the new client - and ICP - if not already deployed - in a real Terminal for trial or commercial use OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 31

32 Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope SDS: Service Creation Environment Multimedia Services Catalogue Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 32

33 I M S Applications Expert Center Next Steps Nuno Pacheco Partnering and Alliance Manager

34 Ericsson AB 2006 Ericsson Confidential Ericsson AB 2006 Ericsson Confidential Partners can include Service Proposals in the catalogue Partner Service Proposals: Service Proposal DOC for partners I. Service description & Features: Describe the service and its main features from end user point of view: -E.g. It allows to use your mobile phone as a remote control II. Use cases & Scenarios Service Proposal DOC for partners (cont.) V. Technical Specification Describe the basics of the implementation and illustrate it: -Enablers, interfaces System Architecture Enablers Illustrate and describe the service use cases: -E.g.: III. Benefits Value proposition: -Benefits for the end user, for the operator IV. Target Segment Mass Market/Niche Market/SOHO, etc.: -E.g. Mass Market service targeting families VI. Development time estimation according service complexity Weeks/months and deliverables -If possible plan an evolution of the service (eg. Release 0) # 32 # 100 # X Ericsson Commercial Services + Demos Trials New Services Concepts & Ideas + Partner Proposals proposals Always validated by operators before going to the development phase OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 34

35 Next Steps for Operators Service Identification & Proof of Concepts Service Implementation Service Catalogue sharing Prioritization and validation of services by the Operator: identification of demos to be developed Demo show to End-Users & Operators Commercial Trial on demand Standard process proposal, service development, etc) OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 35

SDS Access IAEC provides to the partner: IMS / SDS Training, Technical support during the development phase, Terminals, Testing, Promotional

36 Next Steps for Partners Process 2. Proposal of Service Idea 3. Evaluation 1. LoI Signing (Letter of Intent) Partners 4. Validation Concepts are included in the catalogue The partner is granted access to the IAEC resources & support 6. Support 5. SDS Access IAEC provides to the partner: IMS / SDS Training, Technical support during the development phase, Terminals, Testing, Promotional activities (demo to customers, events, newsletter, introduction to other markets) Obtaining the Ericsson s Service Development Studio (SDS) OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 36

37 Partner Service Idea Template I. Service description & Features: Describe the service and its main features from end user s point of view: -E.g. It allows to use your mobile phone as a remote control II. Cases & Scenarios Illustrate and describe the service cases: -E.g.: Partner Logo III. Benefits Value proposition: -Benefits for the end user, for the operator IV. Target Segment Mass Market/Niche Market/SOHO, etc.: -E.g. Mass Market service targeting families OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 37

Partner Service Idea Template (cont.) V.

Development time estimation according to service complexity

38 Partner Service Idea Template (cont.) V. Technical Specification Describe the basics of the implementation and illustrate it: -Enablers, interfaces Partner Logo System Architecture: Enablers: VI. Development time estimation according to service complexity Weeks/months and deliverables -If possible, plan an evolution of the service (eg. Release 0) OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 38

39 Next Steps for Partners Process IMS Application Expert Center Iberia PARTNER INFORMATION PACK OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 39

40 EU5 Applications Expert Center Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope SDS: Service Creation Environment Multimedia Services Catalogue Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 40

41 Slide 40 EU5 reempr; 26/10/2006

42 I M S Applications Expert Center Demonstrations: IMS User Experiences João Reis Senior IMS Solution Architect

43 EU6 Applications Expert Center Agenda IMS Application Expert Center: Universe of Services Why IMS Goals and Scope SDS: Service Creation Environment Multimedia Services Catalogue Next Steps Break Demonstrations: IMS User Experiences Developer View and Experiences Special Guests: Wrap-Up OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 42

44 Slide 42 EU6 reempr; 26/10/2006

45 I M S Applications Expert Center Developer View and Experiences Special Guest: Pedro Duque

46 I M S Applications Expert Center Developer View and Experiences Special Guest: Luis Chaby

47 I M S Applications Expert Center Wrap-Up

48 OPER/MUIB-06: Uen Rev A Multimedia Solutions MU Iberia 46

Services in the IMS ecosystem

285 23-3109 Uen Rev A Services in the IMS ecosystem February 2007 White Paper Different services have different demands and require different approaches Contents 1 Executive summary. 3 2 Introduction..