Parlay Powered Network Gateway Service Network Solutions

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1 Parlay Powered Network Gateway Service Network Solutions 1 1

2 AePONA Headquartered in Belfast, Northern Ireland Offices in Ireland, England, Germany, Malaysia, Taiwan, & US Dedicated team of 125+ people Strong telecoms engineering and delivery capability Focus is on future proof value added service enablement Network gateway for value added services End to end solutions Convergence - SS7, SIP, FMC Real-time Web services Exploiting power of modern IT technology AePONA has proven track record in telecoms service enablement solutions Aepona s Causeway products are commercially deployed today in over 25 mobile and fixed operator networks in Europe, North America, Asia and Japan. - OSA Parlay/Parlay X Gateway - Service Interaction Management Enable services for pre-paid subscribers 2 2

3 A selection of our Customers & Partners AePONA has proven track record in telecoms service enablement solutions Widely deployed in operators world wide 3 3

4 Summary DRAFT 22 March 2006 Is all about Service Solutions Voice Services critical to Telecom Operators Strategies Will continue to account for 75%+ of Revenues Increase Value Added Service Revenue From new innovative services & flexible charging control Enhance user control Enterprise control Individual control Increase customer satisfaction & increase call completion rates Exploit new technology IP and the IMS New call control capabilities cheaply Messaging, Location, presence, etc IP? Fixed VoIP 3G Mobile 4G IMS WiFi 4 It s all about services. To exploit the IMS and current circuit switched networks to full advantage the killer architecture for service deployment is needed: OSA/Parlay gateway Modern IT based service control platforms 4

5 Service Applications (voice & data) Customers Brokered Service Providers In-house Enterprise &SoHo 3 rd Party Partner VNO Local Group OSA Parlay / Parlay X Gateway BSS Functions Network Operators Enablers with Fixed, Open, Mobile, IP Standard (IMS), Converged APIs Charging & Reconciliation End Users Increasing importance of 3 rd party, enterprise, SoHo & mass market services 5 5

6 AePONA Proposition - Total Service Enablement Real-Time SS7 Network Assets SIP 6 6

7 3 rd Party API Requirements s Number of Developers 1000s 100s Developers and variety & number of services Operator SIP/ISC Legacy APIs INAP, SMPP, MM7, LIF, etc OSA/Parlay Web Services e.g. Parlay X Interfaces Increase in number of 3rd party providers increases requirement for: Easy APIs- web oriented Policy enforcement Management Causeway is an integrated Parlay and Parlay X gateway 7 Management mentioned because of the importance of aligning with an operator s whole SDP strategy. 7

8 Total Service Delivery Exploit modern IT technology Real Real Time Time Service Service Applications Applications (typically in House) (typically in House) Applications (Web Service Clients) Web Services Service Delivery Framework System Integration Business logic Brokering Policy etc IT Support Enablers Parlay X Telecom Web Services ParlayGateway Causeway OSA/Parlay Gateway Charging & Billing Underpinned by SS7 Network Capabilities SIP Parlay APIs & Web Services (SIP enabled) 8 Distinguishing real-time services, typically implemented and run operator (or virtual operators). Essentially next generation SCPs, being a combination of Parlay gateway and modern application server (J2EE, J-SLEE, etc) Web services enable 3 rd party services enterprises, SoHos, etc. However operator s service delivery framework must include appropriate business controls, etc. 8

9 Enhanced Voice Services There are a wide range of independent application developers Aepona has many application partners with a wide range of solutions VPN (traditional and mass market) Advanced call completion services Red Key services Missed call notification Inbound call management Click to dial Click to conference > presence sensitive Virtual (mobile) PBX Multi-channel tele-voting Location based services Ring back tones Mobile CCBS Reverse charge calling Call centre routing solutions e.g. Called user redirect 9 Value added telecommunications services are key to an operator s ARPU. As technology such as VoIP and IMS advances and networks converge, it is more and more important that operators implement the appropriate service enablement to enable the creation and deployment of value added services. It must be remembered that, the primary application for the telecommunications networks is voice communication, augmented perhaps by images, such as video and messages. Voice communications have done our race proud in the past and will continue to do so in the future. We confidently predict, therefore, that upwards of 75% of an operator s revenue will always be voice related. The new IP/SIP based technologies bring new capabilities to voice communications. For example, the general manipulation of call legs is much simpler and cheaper in a media controller than in a traditional circuit switch. AePONA is demonstrating one of many applications that can lever the next generation technology to enhance voice communications. This allows operators to generate revenues now rather than in the nebulous future. The technology used is a combination of traditional call control and multi-party call control using IP/SIP. AePONA s Causeway network gateway provides the interface into the networks. The application uses the open OSA/Parlay services to implement the service. The example being demonstrated is that of called party redirect, whereby a (mobile) phone user can redirect an incoming call to a third party, in a similar manner to what is now possible on fixed line PBXs. On receipt of a call, the user may set up a parallel call to a third party, confer with them and then transfer the original call to the third party. Using the SIP resources, it is straightforward to extend the features to include 3-way calling, advice announcements, etc. 9

10 Example - Mobile Called User Redirect Capability to allow subscriber to transfer an in-coming call to a 3 rd party from her handset, like on a PBX Without tromboning through her handset Subscriber can put caller on hold, dial another number and, when answered, can transfer the original call or have a three-way call between all parties Augment other services, e.g. vpbx, Business groups Family and friends etc Exploit IP capabilities SIP & IMS Simple, cheap multi-leg call control Blend circuit switching and IMS Example of Solution Blending IMS and Circuit Switching Powered by Parlay 10 10

11 Called Party Redirect (User s Perspective) A Party B Party C Party 1. A calls B Call answered 2. B puts A on hold 3. B calls C Call answered B can swap between A & C, using handset 4. B joins A & C using a key press (5) B drops out of call, or continues in 3-way conference (depending on which key pressed) 11 The demonstration is initiated by anyone from any phone initiating a call to a subscriber of the service. So caller A calls B, who is a subscriber to the service. Subscription means that all incoming and outgoing calls from subscriber are monitored. B, wishing to divert call to C, puts A on hold and dials C. This is a standard GSM capability (if supported by the handset). The application then controls the new call and arranges for it to be handled through the SIP (IMS/MMD) domain Once C answers, A DTMF tone listener is applied and allows B to press numbers to perform actions: Join A and C and drop out of call i.e. a simple transfer. Bring A into 3-way call Additional capabilities (not shown in the demonstration) include: Add further parties to the call. Play tones/announcements as the call progresses. etc. Note that, due to limitations of most MSC s INAP/CAP support, the flexible leg manipulation required for this service feature, is achieved by routing the outgoing call from B into a SIP domain (IMS/MMD). To achieve the final transfer, B will need to explicitly hang-up the original call from A. 11

12 How it Works (simplified) A B SS7 domain C SIP domain INAP /CAP SIP Parlay 1. Call to B from A Continue to B 2. Call from B to C Transfer to SIP domain (because call to B in progress) 5. B hangs up call from A 6. Transfer call from A to SIP domain. 3. Call from B to C' B User Interaction using media server Connect to C 4. Appropriate key-press from B 7. Call to C" from A 8. Drop B leg of B-C call (optional) 9. Join A to C (end) B is a subscriber to the service. Calls to B trigger an IN query of the application, via the Parlay generic call control service. This simply monitors the call by arming appropriate event notifications (termination conditions) so it can drop out if the call ends. 2. Calls from B also trigger an IN query via the Parlay generic call control service. As there is already a call to B in progress, the application transfers the call to the SIP domain (e.g. by adding a routing prefix). 3. This second call is re-triggered in the SIP domain invoking the application via the Parlay multi-party call control service. The application invokes the User Interaction service to monitor for key presses (DTMF tones), and connects the call to C as required and monitors for termination.. B can now talk to C and, using handset capabilities, swap between A & C. 4. While connected to C, B presses an appropriate key. The application will then effect a simple transfer of the original call from A to C, either dropping B out of it altogether or retaining B in a 3-way call. In a sophisticated environment, there may also be tones/announcements informing the parties on what is happening. 5. B swaps back to and hangs up the original call from A. Note that most MSC/SSPs do not support the necessary leg handling for the application to do this automatically (though the one used in the actual demonstration does). 6. Application detects the release and re-connects A to the SIP domain (with appropriate routing numbers). 7. In the SIP domain, the incoming call from A is re-triggered invoking the application via the Parlay multi-party call control service. 8/9. The call from A is connected to C. B is either dropped or retained in a 3-way call. 12

13 Network Web Services Parlay/Parlay X Exploit Network Enablers Call control and conferencing, e.g. e.g. Click-to-dial or conference Location, e.g. Fleet management Presence, e.g. Community services Messaging Content delivery Paging, notification, etc Charging The reason for offering services! Terminal capability etc, etc 13 13

14 Example of Service Features Mobility/Converged Solutions VPN/vPBX/Wireless Office Single Number/Dual Ringing Seemless Call Handoff (Voice&Video) Group Communication Friends & Family Tracking Community & Family VPN Entertainment & Gaming RingBack Tones Multi-media services DownLoads/Messaging/Content Miscellaneous Call completion In-bound call management Phone card services Internet Access Internet Call Waiting Bandwidth on Demand Personal Communication Personal Assistant Personal Phone Page Single Virtual Directory Periodic Services Multi-channel televoting Personal Access Universal Access Number Unified Communications Unified Messaging Business Assistant Group Communications Click to Dial Click to Conference Group Call - Inst. Conf Group Hunt Enterprise/Network Integration Web Services Logistics/Fleet Tracking/Mgt Work Force Mgt CRM Integration Enterprise Services (Large&SME) Number Translation Intelligent Call Centre Routing Conference Calling Desk Top Integration Wholesale Service Provider Access Mgt RentaSwitch/Wholesale Voice MVNO/VNO Roaming Selective Home Routing Late Call Forward What service features do your customers need? Can you make them available to your pre-paid subscribers? 14 14

15 Typical Relative Value Added Service Revenue Clear correlation between available services and ARPU Pre-paid subscriber don t have the same access to services Reducing ARPU from this sector 15 15

16 Chained Services Minimal Inter-working Prepaid service cannot take account of charging information provided by VAS application (1) Invoke VAS (dialled number) VAS application (2) Connect (number), Charging_Information() Call Switch No Interworking! (3) Invoke PrePaid (number) Service, therefore, not available to pre-paid subscriber base! (etc) Pre-Paid application 16 At best, the application must take account of pre-paid and, for example, add it s own prefix to the dialled number to reflect charges (this is one of the proprietary solutions) 16

17 Service Interaction Management Handles interactions between multiple service applications, acting on the same trigger points Acts as single service control point (AS) to switches (MSC/SSPs or CSCFs) Acts as proxy switch to applications Including protocol mediation (INAP/CAP, SIP, etc) Pre-Paid Paid Applicable to IN (INAP/CAP) and to SIP Switch C-SIM Removes deployment restrictions Increasing service availability and, hence, revenue Enabling exploitation of Parlay Value Added Service Apps 17 17

18 Service Inter-working Example Call Manage interactions between services including charging Switch (1) Invoke (dialled number) (7) etc C-SIM Service available to all users, including the valuable pre-paid sector! (2) Invoke (dialled number) (4) (3) Connect (number) + Charging Information Logic to apply prefix to translated number based on charge information (5) Invoke (Tariff-prefixed number) (6) etc VAS application Pre-Paid application 18 18

19 NG Interaction Management Enable multiple applications and platforms to share the same IN trigger IN interaction Management (INIM) And/or SIP Invite IMS Service Capability Interaction Manager (SCIM) Protocol adaptation IN, CAMEL, SIP IM SSF Service feature brokering Filtering criteria Existing IN Service platforms (SCPs) SIP New Service platforms e.g. OSA/Parlay INAP/CAP SIP INAP CAP SIP INIM SCIM (IN Interaction Management) IM-SSF SIP Application Servers Service Interaction Management SS7 Aepona s C-SIM 19 19

20 Service Enablement Service Domain IT Infrastructure Network Domain Network Gateway Control & Network Protection Network API Exposure & Logical Representation of the Network Aepona Causeway Interaction Management Service Enablement SIP IP Packet switching (IMS) SS7 Traditional Circuit switching 20 Interaction management (or inter-working). Then protocol adaptation or normalisation. Then application access control. 20

21 Causeway Aepona s Causeway Network Gateway Enabling Service Solutions for Tomorrow s Networks Powered by Parlay 21 21

22 James Aitken Principal Solutions Product Evangelist AePONA Ltd Interpoint Building York Street Belfast BT15 1AQ N Ireland, UK Telephone: Mobile: Facsimile: Web: