5 myths about m2m
DESCRIPTION
Blueslice presents five myths regarding device management in the Machine-to-machine industry, from M2M United, Chicago, June 24 2008.TRANSCRIPT
“Powering an Enhanced M2M Value Chain”
Corporate Overview and Mission
• Headquarters in Montreal, Canada
• Founded in 2001
• Mission to lead HLR/HSS market for multi-profile subscriber management
• Solution tailor-made for M2M MNOs and SPs
• Commercially available, field-proven solution
• Selected and deployed by leading mobile players in Americas, EMEA and Asia
• Partnerships with Comverse, Ericsson, ALU, Cisco, Oracle, Sonus, Starent
• 4 straight quarters of profitability
Blueslice Story:Convergence Begins At the Level of the Subscriber
5 myths about M2M
Myth #1: M2M
Applications are very costly
Reality:Opportunities Exist to Make Cellular M2M Cheaper
• Concerns about ARPU
• Focus on quality network usage
• Generate revenue from underutilized GPRS networks
• Reconsider the M2M value chain
Reality: A Device is Different from a Consumer
• High Traffic • Low traffic
• High ARPU • Lower ARPU
• Demands high data rates • Generate usage of GPRS
• Drive quantity per user • Quality per device
Differentiate how a network views a consumer vs a device to make M2M cheaper
Myth 2: MNOs need to
dedicate expensive network resources
for M2M
Reality:Reconsider the Value Chain
• Carriers concerned about expensive network resources, ARPU eroded
• M2M SPs need better device management, range of services, cost control
• Businesses want wider range of M2M apps
• Solution? Network equipment designed for M2M volumes & a new value chain
M2M Device
s
M2M ResellerMobile Network Operator (MNO) Customers
CustomerInterfaces
Provisioning
M2M DB
Asset
M2MApplications
Charging
Monitoring
MobileApplications
Traditional Wireless M2M Value chain – revenue models disconnect:
•Need to compensate for low ARPU
•MNO charges on “quantity” of info
M2M Device
s
M2M BU or M2M Service ProviderMNO Customers
CustomerInterfaces
ProvisioningM2MDB
Asset
M2MApplications
Charging
MonitoringMobile
Applications
New Wireless M2M Value chain – better alignment of revenue models:
•M2M no longer degrading ARPU
•Recognition of “value” of info per device
Devices managed like
consumer profiles
Setup & Setup & usage usage
revenue revenue modelmodel
Devices managed as per
high volumes
Usage-only Usage-only revenue revenue modelmodel
Myth #3: GSM and M2M
profiles must be disconnected
across multiple databases
Reality:Optimize Network Management & Service Opportunities• Host GSM profiles & M2M profiles on
ONE box with XML access and carrier interworking
• Customizable fields, profile flexibility
• non-3GPP data, e.g. serial #s
• Optimal device management
• Adapted to M2M volumes
Reality: Profiles Can Be Consolidated Across Multiple DBs
Myth #4: Even though M2M
business is global, it is difficult to connect
services across multiple countries
Reality: Better roaming model to reduce costs & offer consistent services in multiple markets
•One asset, multiple IMSIs
Myth #5: Each device must have its own IMSI
and MSISDN & these are locked
1:1
Reality:New Opportunities with Device Identities
• IMSI and MSISDN ranges are expensive
• Easier to justify costs by sharing MSISDNs and IMSIs or eliminating them
Unlock the 1:1 connection
1. A village with 1 IMSI: 2. Devices without MSISDN:
Bonus Myth:
If we ignore M2M, it will go
away
Reality:M2M Is Growing Steadily & Ripe For Exploitation
• Untapped mass market
• Voice markets saturated
• How can carriers make sums of money from it?
• Access to more applications?
• Not going away!
Sources: ABI Research, The Economist
BluesliceCustomers & Partners
“Powering an Enhanced M2M Value Chain”
Backup Slides
Market Forces: Creating multi-profile subscribers
TruphoneTruphone
Multipleidentities
Multiplenumbers
Multipledevices
Multipledomains
Multipleapplications
Towards multi-profile subscribers
Subscriber ConvergenceFor Network Simplification & FMC Opportunities
Subscriber Profiles & Global Schema
SIP Registrar
Domain Selection Function
SIP Redirect Server
HLR/AuC
HSS
SS7/MAP
DIAMETER
GSM Registration Agent
SIP REGISTER
SIP INVITE
SIP REGISTER
FMC SIP-ASFMC SIP-AS
AAARADIUS
Simplifying management of multi-profile subs
PROBLEM
Legacy platforms manage subscriber profiles in disparate silos
Subscriber management costs are highProfiles distributed in many nodesNo central view of customer dataProfile duplication & de-synchronizationEach roaming identity requires HLR entryIncompatible registration & authenticationIndependent call routing/mediation
OSS
Multi-profile subscriber
GSM/UMTS
SIP/VoIP IMSWiFi,
WiMAX,4G
SIPReg
HSSHLR/AuC
M2MDB
AppServers
SOLUTIONSOLUTION
SIPReg
HSSHLR/AuC
M2MDB
AppServers
Blueslice augments HLR/HSS with multi-profile capabilities
Economically disruptive solutionProfiles converged in one nodeConsolidated view of customer dataFull synchronization across domainsUnlimited roaming identities per userConverged registration & authenticationOptimal call mediation across domains
OSS
Multi-profile subscriber
GSM/UMTSSIP/VoIP IMS
WiFi,WiMAX,
4G
Multi-profile
Truly Next-GenerationTruly Next-GenerationATCA® high-availability & open standardopen standard Linux platformExtremely flexibleflexible data customizationSimplifiedSimplified operations, faster deployments Carrier-gradeCarrier-grade blade architecture, optimized for mobile & VoIP
Unequalled Scalability & DensityUnequalled Scalability & DensityScalabilityScalability: from 100K to 6M subs per ATCA shelfDensityDensity: Up to 18M subs per frame (50M subs/sq.m)Pay-as-You-GrowPay-as-You-Grow pricing scheme
Unique Multi-Profile FeaturesUnique Multi-Profile FeaturesIntegratedIntegrated HLR, AuC, HSS, SIP Registrar and Redirect serverLow CostLow Cost Roaming via patented Multi-IMSI & Virtual NumbersConvergedConverged GSM/VoIP registration, authentication & mediationConsolidatedConsolidated XML-based Subscriber Data Management
Changing the Changing the way operators way operators
manage manage subscriber datasubscriber data
Converged Subscriber PlatformInnovative, scalable & flexible