IMS Multimedia for the mass market. Sven Åkesson Director IMS Strategy and business planning Ericsson
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1 IMS Multimedia for the mass market Sven Åkesson Director IMS Strategy and business planning Ericsson
2 The mobile community is growing Growth in Mobile Subscriptions and Internet Users Mobile Subscriptions 2005->06 Internet Users 2005->06 LAM APAC EMEA Global Internet Users 1 Billion NAM Mobile Subs 2.7 Billion 1000 MM Source: LME/DOS analysis (2007) The mobile phone is not the little brother of the Internet
3 The value of a mobile community Lessons learnt from successful services Key Elements of an successfull service Successfull services works seamless accross networks - service interworking is key- Voice & SMS Internet & Internet communities Personal Community The mobile community is a 2 billion+ community - Personal Community Communication needs to be global
4 IMS Managed Channel, a complement to bit-pipe Channel provider Bit-Pipe (Best effort) (QoS, Security & global reach) 3rd party content & applications Own & 3rd party content & applications Internet best effort practices UNI + API IMS managed channel IP access and transport IP access and transport Trusted service - Telecom Grade - Security - Reach Convenience - Easy to use - Seamless - Innovative/ attractive Operator business area Residential Enterprise Mobile
5 IMS Fundamentals Communication Content Voting On demand IMS Control Multi access edge and control 3G/HSPA GPON, VDSL IMS is a standard architecture for multimedia communication IMS can be used with all types of accesses fixed and mobile IMS is an enabler for fixed-mobile convergence
6 IMS Standardization AS AS AS AS AS MMtel Presence PoC Messaging WeShare IMS IP Residential SME Mobile
7 The IMS Challenge An infrastructure where Service development/creation is easy & fast Multitude of non-standardised services Operator A Operator B Standardised Services Next Generation telephony network: for a few mass market communication services
8 A richer experience Freedom, control and belonging Live Pictures Music Film Web Connect Location Pay Event Synchronize Mgmt Play Interact Watch Subscribe Publish
9 IMS Architecture Application Layer AS ISC HSS Cx CSCF SIP SIP MGCF/SG Control Layer H.248 ABG NBG RTP RTP Other operators SIP and H.323 RTP IP Backbone MG PSTN/PLMN Connectivity Layer
10 Collaboration in the ecosystem is key In establishing a cross-industry technology Developers Telecom & Media players Device vendors Application server vendors Standardization Organizations Government IMS & Regulatory Ecosystem Equipment vendors Industry interest groups
11 Three different roles in a business ecosystem Keystone Create value to attract members Share value to sustain the ecosystem and the keystone position Dominator Large in size and influence Aims at integrating vertically or horizontally Niche player Identifies opportunities to fill gaps in ecosystem
12 IMS Ecosystem wanted scenario Application Industry Communication Industry IMS and access Operator User side IMS Operator Service Provider side Appl. Service Provider All Applications Reach All Users IMS Transitall Applications All users Reach IPX
13 IMS managed channel: Interoperability and open APIs Open API Open API Multimedia Telephony MM Tel MM Tel IMS Messaging IMS Mess IMS Mess PoC PoC PoC IMS Video share IMS Videosh IMS Videosh BASIC IMS UNI NNI UNI
14 IMS- APIs (JSR281 and JSR 281+) CoSe Applications WhiteBoarding Poker Chess IARI API JSR281+ IMS services ICSI Default. App Default App. Default App. Multimedia Telephony Service IMS Messaging Service PTT over Cellular Service P-2-P App Othello API JSR281 IARI + Absence of ICSI SIP/IMS Stack Dispatcher SIP (ICSI/IARI) IMS Communication Services
15 Opening mobile phone software Enabling PC-like innovation in mobile phones Mobile phone Java API Highly integrated User interface Address book Voice and Messaging Integrated Multimedia services Native services Presence Chat Sharing Customizable Java API Incremental Mobile platform
16 End-point Application Server End-point AS IMS end-point server applications Multitude of apps. MSRP Stack Media API Open APIs hide the complexity of the IMS system Provides a low entry barrier for application vendors Presence RTP Stack Messaging Media SIP Stack MM telephony SIP Messaging Service API Core API IMS service creation environment Media Services IMS end-point server framework Provides the IMS functionality IMS Presentation at InternetdagarnaAnders 2007 Ryde
17 Service Development Environment Service Creation Service Creation and Execution Service Development Studio Mobile phone Multimedia applications Highly integrated User interface Address book Voice and Messaging Java Service Execution Native services Presence Chat Sharing... Application servers prejsr 281 Mobile platform CS & Data Client Platforms Service VAS Applications IMS Service Platforms
18 IMS enables interoperability Poker application server Poker Application Presenc e Poker Application API Push to Talk Messaging API Voice Voice UNI NNI Messaging Push to Talk UNI Communication Service: Voice Communication Service: Messaging Communication Service: Push to Talk Network Enabler: Presence Presenc e
19 Any service, any device, anywhere The Full Service Broadband vision Seamless media over 3 screens enabled by IMS
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