1 / 29

Traditional Network Model

Evolution or Revolution: Using Services to Stimulate IMS Adoption in the NGN G. D. Redmill, EMEA Market Development Manager April 5, 2006. Traditional Network Model. ATM. OVERLAY CORES. PCN. PSTN. SERVICE. TRUNK (2000 nodes). ACCESS EXCHANGE (5000 nodes). END USERS.

stacey
Download Presentation

Traditional Network Model

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Evolution or Revolution: Using Services to Stimulate IMS Adoption in the NGNG. D. Redmill, EMEA Market Development ManagerApril 5, 2006

  2. Traditional Network Model ATM OVERLAY CORES PCN PSTN SERVICE TRUNK(2000 nodes) ACCESS EXCHANGE (5000 nodes) END USERS *After BT 21CN Presentation

  3. IMS IP – MPLS - WDM IP CORE CORE ROUTERS (100 nodes) DSLAM / Agg. Boxes (5000 nodes) END USERS *After BT 21CN Presentation New Network Model

  4. Service Challenges • Services today are fragmented between stovepipes / silos and legacy IN solutions • Added piecemeal • Isolated • Difficult to co-ordinate • Duplication of resources • Operators face falling voice revenue margins • Must increase non-voice service revenue and margin • Contain / reduce OPEX • Via consolidated, unified service infrastructure

  5. IMS Promise • IP Multimedia Subsystem provides vehicle for delivery / provisioning of multi-media services based on Internet protocols and applications • Presence • Conferencing • Push to Talk over Cellular (PTToC) / Push to Multi-Media (PTM) • Messaging • TBD • Intention is not to standardise services, but to allow operators and third parties to develop any service • Should enable “convergence of and access to” voice, video, messaging, data and web based technologies • Exploit growth of internet and mobile comms Source: 3GPP TS 23 228 680

  6. Why IMS? • Next Generation Service Delivery • Goals: • Write once, use anywhere • Reuse resources • Manage OPEX • Services should universal • Access neutral • Use common resources rather than dedicated platforms • Open standards provide model • IMS / SIP provide key

  7. Catalysts for IMS Deployment Source: Light Reading Webinar Poll: “Drilling Down on IMS” 189 respondents

  8. Problems with the Bright New Dawn… • IMS is the next big thing….right? • Analysts are falling over themselves to trumpet its merits • TEMs have adopted framework • Niche players have positioned components • Key question: what will make operators adopt IMS? • a) because it’s the only solution on offer? • b) because it offers a compelling business case? • Do operators adopt a technology per se, or do they determine merits of individual services?

  9. IMS Challenges • Difficult to justify investment for replacement of entire service infrastructure • Variable rate of IP migration / adoption • It’s going to happen, but when? • IMS appears to depend on all IP core and SIP enabled end points • How do operators get from A to Z painlessly?

  10. IMS Overview IM Subsystem IP Multimedia Networks Legacy mobile PSTN si gnalling Networks Mb Mb PSTN BGCF CSCF Mm PSTN Mk Mk Mw C, D, BGCF Mj Gc, Gr Mi Cx IMS - HSS MGCF CSCF MGW Mg Mn SLF Mr Dx Mw Mb P - CSCF MRFP MRFC UE Gm p M Gq Mb Mb Mb LEGEND: BOLD Lines: interfaces supporting user traffic DASHED Lines: interfaces supporting only signalling Source: 3GPP TS 23.002 V6.4.0

  11. Decomposition is the Key • IMS is distributed in key software elements • Subscriber access controlled by softswitches • Establish sessions to Application Servers • Application server requests resources from Media Server (Media Resource Function) • Communications all enabled with SIP • Media via RTP • Application server can be single service • Or offer service creation (e.g. BEA, jNetX, Ubiquity, Appium)

  12. Leverage Decomposition to Build Profit • IMS can be implemented piecemeal • Select components necessary for specific applications with ROI • Operators must look for applications that give them the quickest returns • What are these applications likely to be? • Key areas: • Legacy migration / service preservation (“service emulation”) • New services

  13. IMS Adoption • What do people want? • Business: • Collaboration, sharing, presence, consistent experience • Youth: • Excitement, collaboration, sharing, presence, changing experiences • Consumer: • Evolving bundles of content, simple charging • None of us know specifically which services will be most successful

  14. Live Video Messaging Deployment – TMN Service Features • 3G Video Call Answering • Message drop-off • Subscriber retrieval • PC Call Answering • Subscriber retrieval • 3G to SIP PC Video Call • 3G Video Portal Media Server Features • Video playback and recordingthrough VoiceXML

  15. Internet Internet Directory Greetings / Message Store MSC Video Messaging: TMN Video Mail Architecture Video Phones / PC Video Phones/ PC Openwave Mx Messaging Platform 3G IPv6 IMS Devices 3G IMS SIP SIP HTTP IP Openwave SIP Proxy SIP HTTP IP SIP VXML w/Video 3G H.324m TDM Video Users Openwave Application Cantata SnowShore IP MS HTTP H.324M (ISDN) HTTP RADvision H.324m  SIP Gateway 2.5 G MMS/ 2 G Wireless Users Photos Siemens AG

  16. Select Callee Happy birthday to you... Jean Simpsons Joe It is Elisabeth’s birthday... John selects a CallTone... Optionally: John selects an image (or a video) associated with the Calltone John selects whom should be called using the CallTone Elisabeth’s handset rings... With the Calltone ! Elisabeth picks up the phone and answers... Swisscom – Call Tones Scenario Description A CallTone is an announcement selected by a subscriber that is played on the handset of the callee when the subscriber places a call. Select CallTone  Select clip  Pink Panther  Happy Birthday Elisabeth Peter Gunn Th. Pascale Optionally: The handset displays the clip.

  17. IBM - Multiplayer Gaming Scenario Description The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM IMS Solution, and relying on independent runtime components that are orchestrated for providing a coherent and enhanced service experience • Gaming and Conferencing at the same time • Allows you to: • plan game strategy or • simply tell your opponent how bad they are

  18. MTS Russia Fixed Mobile Convergence MTS FMC – Simultaneous Ring Application

  19. Allow customers to receive messages or notifications while busy, absent, or unreachable & retrieve them from anyphone, PC or TV Increase call completion, provide new services and revenues to telecommunications providers, while guarantee progressive and cost-effective voice & video mail software suites : From: 0873 24 56 (2 calls) Date: 06/12/03 15:50 Video Mail Easyvoice mail M@ilis: a Progressive Multimedia Mail Suite Unified mail Fax & voice mail Caller Notify Easyvoice mail Call Notify

  20. “Sponsored Call” Service • “Sponsored Call” • Subscriber agrees to view a video commercial from a “sponsor” • In return, subscriber receives a discount on phone charge • Rapid development with SnowShore IP Media server (audio & video) • 4 weeks from start to trial Created by ARGELA Technologies

  21. Virtual Contact Center - Architecture Media Server XWay Gintel app Golf (Carry) SIP proxy Skiing (Bob) Dial 1 for Golf, 2 for Skiing... Diving (Helen) Other sports (Fred)

  22. IMS Adoption Strategies • Services are designed to be access-neutral • All IP network is some years ahead • Including true IP client end-points • Clear need for IP Media Gateways • Provide transcoding capabilities to connect legacy subscribers to emerging IMS solutions • As IP networks develop, more islands will emerge • IP Peering will be a growing challenge

  23. VoIP Architecture – Media Server and Gateway Application Servers Proxy Server SIP PSTN Access and Transport Networks Media Server MGW SnowShore IP Media Server IMG 1010 Integrated Media Gateway

  24. VoIP Architecture – Media Server and Transcoding Application Servers SIP Proxy Server SIP RTP IMG 1010 Integrated Media Gateway RTP IP RTP Access and Transport Networks Media Server SnowShore IP Media Server

  25. Conclusion • IMS is key to a converged, more efficient service core • Yielding new revenue (profit) opportunities • Offering reduced OPEX • Services alone justify ROI • Implement IMS piecemeal to support migration strategy and launch attractive services • Transport migration is important • Media Gateways allow IMS to be leveraged in a converged / legacy environment • Launch new services via IMS with Media Gateway to support interworking

  26. SnowShore IP Media Server • High performance carrier-class media processing • Multimedia features that support media-rich applications at scale • Open, software architecture • Flexible deployment on standards-based carrier-class servers • Integrated, best of breed application partners • Delivering high value, innovative SIP/VoiceXML enhanced services • Extensive feature support • For emerging next generation IP services including video messaging • Full SIP/VoiceXML support • Cantata’s rich heritage and industry leadership in developing and implementing standard protocols

  27. Brooktrout’s Enhanced Services Partners Gateway / Softswitch Application Server Conferencing IP Call Center/CRM / Virtual / Hosted PBX Messaging Prepaid Video Messaging Video Conferencing SnowShore IP Media Server Software Standard Server Platforms RTP SIP SIP/VoiceXML / MSCML Centrex/Class 5 Service Creation

  28. Integrated Media Gateway – IMG 1010 • Any-to-any voice network connectivity • Signaling and media • TDM to IP • IP to IP network peering • Simultaneously supports gateway and transcoding on a call-by-call basis • Multi-application Support – including Class 4 Long distance networks, Voice over Broadband networks, and IP PBX • Unparalleled Capabilities • Simultaneous SIP/ H323 / SS7 / PRI in a single platform • Highest density: 768 channels in a 1U package • Software based license upgrades • Ability to rack and stack up to 32 IMG 1010s • Integrated routing and translations • Programmable Protocol Language (PPL) • Carrier Grade Redundancy and In-Service Updates

  29. Thank You! • Questions? • +44 1344 380214 • gredmill@cantata.com

More Related