lte asia 2013 - policy control & abstraction
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Cisco Confidential© 2013 Cisco and/or its affiliates. All rights reserved. 1
Utilizing policy control & abstractionPatrick NijstersHead of APJC Sales – Quantum Policy
LTE Asia - September 2013
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Mobile market situation
Revenue & profitability
Differentiation
Network capacity• Heavy users causing network congestion, impacting quality of service
for all subscribers
• Traffic and network costs increasing faster than revenue growth
• Unlimited plans lead to abuse and lower profits
• Retailing unlimited data access, limits sales growth
• Unable to monetize “over-the-top” content
• Inability to dynamically address market segmentation
• Cannot deliver differentiated Quality of Service (QoS)
• Unable to offer timely, relevant promotions
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Mobile market situation
Differentiation
• Inability to dynamically address market segmentation
• Cannot deliver differentiated Quality of Service (QoS)
• Unable to offer timely, relevant promotions
Let’s take a look at differentiation
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
The differentiation challenge
Personalization
Lack of killer applications
Service velocity• Creation or modification of new services is too slow compared to
velocity of market trends
• Deploying one service doesn’t always help the second service
• Current policy control solutions tend to have limited visibility in the overall network
• There is no “silver bullet” use-case
• Market conditions vary between regions and even operators
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
The differentiation challenge
Personalization
Service velocity• Creation or modification of new services is too slow compared to
velocity of market trends
• Deploying one service doesn’t always help the second service
• Current policy control solutions tend to have limited visibility in the overall network
Let’s zoom in on velocity & personalization
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
A practical problem
GiL
AN
CO
NT
RO
L
SON
API-GW
CDN
FIREWALL
DPI
VIDEOOPT.
NAT
PCRF
OCS
SPR
Each interesting use-case requires touch points in
multiple network and application elements
Existing mesh connectivity between network elements and
functions not scalable
Negatively impacting service velocity, quality, cost and
scalability
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Policy control & abstraction
GiL
AN
CO
NT
RO
L
SON
API-GW
CDN
FIREWALL
DPI
VIDEO OPT.
NAT
PCRF
OCS
ANALYTICS
1. Replace mesh-points with bus architecture
2. Use modular protocol plugins and API gateway
3. Add session management
4. Add complex event processor
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
Policy control & abstraction
• SimplifyReduce and centralize complexity
Ease integration of new elements and functions
• InnovateService use-cases based on mash-ups of multiple events
• Service velocityFrom coding/scripting to configuring
From months/weeks to days/hours
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
RAN SON sends congested cells to analytics engine1
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
RAN SON sends congested cells to analytics engine1
Event processor correlates congestion, subscriber location, subscriber profile andinstantiates event triggers2
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
RAN SON sends congested cells to analytics engine1
Event processor correlates congestion, subscriber location, subscriber profile andinstantiates event triggers2
PCRF gets notified through event congestion subscription3
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
RAN SON sends congested cells to analytics engine1
Event processor correlates congestion, subscriber location, subscriber profile andinstantiates event triggers2
PCRF gets notified through event congestion subscription3
PCRF triggers policy rule changes to EPC and Gi-LAN/TDF4
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Innovate : RAN congestion policy control
EPCRAN Gi-LAN / TDF
NotificationNetwork selection
Policy control Subscriber SONAnalytics
Quantum Service Bus
RAN SON Wire-line SON
Subscriber PCC AnalyticsSPR /UDR
RAN SON sends congested cells to analytics engine1
Event processor correlates congestion, subscriber location, subscriber profile andinstantiates event triggers2
PCRF gets notified through event congestion subscription3
PCRF triggers policy rule changes to EPC and Gi-LAN/TDF4
ANDSF triggers congested UE’s to offload of non voice traffic to Wi-FI5
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
Cisco ONE
• Dynamic network configuration
• Fewer tools and interfaces
• Shift resources from operation to service creation
• Use real-time data to improve performance and experience
• Launch services quickly
• Customize services per market segment
• Extrapolate business intelligence from network data
MONETIZE OPTIMIZE SIMPLIFY
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
The closed loop that builds value
Monetize Optimize
intell
igenc
e
programm
ability
orchestration
Simplify
Thank you.
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