multimedia user experiences leveraging ims infrastructure
DESCRIPTION
Presentation to IMS Summit, Dallas , February 22, 2006 Simple, Personal, "Rich in content", "Community oriented", are keywords to describe a user-centric world where customers will get more choice, flexibility and control. This view will drive the success of broadband services in both the fixed and mobile form. 3G video content and communication are just starting while broadband in the home and the office has transformed consumer expectations for triple-play services and stimulated growth. In order to deliver these new-wave services in a fast and cost-effective way, service providers have to evolve both network and systems infrastructure. With the emergence of IP Multimedia Subsystem (IMS), service creation strategies are evolving from spaghetti to lasagna. I highlighted key IMS enablers and analyze the infrastructure of light-weight internet service providers and MVNOs .TRANSCRIPT
© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
Multimedia user experiences with IMS
2006-02-22-IMS_Claude Florin_V4_NSN
Claude FlorinStrategic Marketing Manager, OpenCall Business Unit, HP
[email protected]+41 78 844 1259 (2G)+41 79 818 0412 (3G)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 2
Blue Ocean Strategy• Create and capture new
demand• Create uncontested market
space - make the competition irrelevant
• Align the whole system of a company in the pursuit of differentiation and low cost
© Kim & Mauborgne, 2005 www.blueoceanstrategy.com
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Create and capture new demand• Consumers and businesses
are looking for that "next" user experience
SimplePersonalEnjoyable contentCommunity
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Demand evolution
Multimedia adoption
MusicGames
Video Photo
MMS
RingtonesRing-back
Presence + chat
MP3
Mobile TV
Push to video
time2.5Gwireline & wireless
IP broadband
Movieclips
SMS+
Voice portal
Content
Personal / Community
conference
Blogingmessaging
IPTV
Image source : 3 UK at 3GSM 2005
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New user experiences with 3G video
Personal
Simple
Enjoyablecontent
Communityoriented
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Personalized services
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Personalized customer interaction
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 8
Personalized customer interaction
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Convergence creates new markets• Broadband : ubiquitous
media distribution• Quadruple play : fixed
and mobile services• Decomposed of business
value chain : xSPs, xNOs
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Media convergence
Futu
re
0b
1970 1980 1990 2000 2010 2020
Analog EraAnalog Media and
Equipment Dominate
Digital EraDigital Media and
Equipment Dominate
Transition
Network-based EraServers/devices
TODAY
Transition
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Mobile network convergence
0.3
5
10
100
EV-DORev B
GPRS
EV-DORev 0
Data Rates(Mb/s)
time2003 2004 2005 2006 2007 2008 2009 2010
Hot spots se
ssions
(2006 : 200M sub
s.) Mobile IP network
WLAN
WCDMA
WIMAX
WB RANRel6
HSUPA
EV-DORev A
WCDMAMBMS
OFDMFLO
Rel5HSDPA
Mobile always-on
(2006 : 100M sub
s.)
0.6
20
DVBH
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Ubiquitous media distribution
Video blog
Editing
Enjoying
Sharing
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Mobile + broadcast interaction
Sources : BBC, Fun to Phone Solutions Oy, Hexia
Voice blog
Video calls
SMS-chat
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14GSM Association Best 'Made for Mobile' Sports Infotainment
3G participation TV
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Video messaging
VoxSurf Video Design Studio.mht
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories
Multimedia messaging
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Video bloging
http://www.soundslikesuomi.com/frames.html
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Convergence evolution to 4-play• Network centric (Fastweb, 1999) :
− VoIP + IPTV + IP• H.323 softswitches • #800, supplementary telephony
services• Video conference enterprise• Residential STB to 3G calls• IP TV (EPG)• Unified messaging • IP access (metro FTTH, ADSL)
− Revenues • 1’200 $ ARPU/year• 500’000 subscribers
• Edge services (Skype, 2004)− VoIP
• End-point VoIP routing• Voice messaging • SIP gateways• Video plug-in
− Revenues • <1 $ ARPU/year• < 250 million downloads• Cross-selling with EBay (?)
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Align for differentiation and low cost• Limited ability to create
new markets due to
ComplexityHistorical silosInternal focus
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Align for differentiation and low cost• IMS breaks the
complexityEnablers for multimedia, service access, personalizationCross industry cooperation Mixed edge and network services
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Align on IP Multimedia Subsystem
User equipment plane
IP backbone
Application planehh hh hh hh
Switching plane
Service delivery plane HSS
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IMS Multimedia service enabler
HP OpenCall Media Platform + Video
Resource manager
Signalling(SIP)
Media processing
Audiocodecs
Videocodecs
Configuration manager
OAM manager Alarm manager
CCXML interpreter VoiceXML interpreter
Web development
Network + devices integration
+ video+ audio+ voice
Soft DSP
Video user experiences
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IMS Architecture - mobile
• AS – Application Server• BGCF – Breakout Gateway Control Function• CSCF – Call Session Control Function• HSS – Home Subscriber Server• IP-SSF – IP Multimedia Service Switching Function• ISC – IMS Service Control Interface• MGC – Media Gateway Control• MGW – Media Gateway• MRF – Multimedia Resource Function• PDF – Policy Decision Function• SCS – Service Capability Server• SIP – Session Initiation Protocol• UA – User Agent
MGW
UAMw/dd
Cx/16
ISC/12SIP
Sh/11
Mr/24
Diameter
MGCF
BGCF
S-CSCF
Mj/49
Mi/9
Mg/17
Mc/30
AAA/HSS
SIP AS
MRF(C+P)
OSA SCS
OSAAS
OSA API
Go/28
23
PSTN /PLMN
IM-SSF
Legacy SCP
CAMELWIN
ISUP
Services
Services
Sh/11 Services
I-CSCFP-CSCFMw/ddGm/hh
Visiteddomain
Homedomain
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IMS Architecture - fixed
MGW
UEMGCF
Mn
Mc/30
AS
PSTN /PLMN
ISUP
Services
SPDF
ARACF
IS-CSCF
P-CSCF MRFC
BGCF
MGCF
AGCF
MRFP
BGFCNG
RCEF
Gq
SGCF
UPCF SLCF
Mp
ISC
Ut
PSTN /PLMN
Rep Ia
Gq
Mw MrMMg
Mw
PSTN simulation
Ie
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Achieve low cost and differentiation• Consolidate infrastructure
− Shared resources− Faster application
development
• Adopt new business models− Free services + cross-selling− Shared infrastructure with
customers
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IP
Infrastructure optimization
IMSServiceProvider
ApplicationProvider
VXMLCCXML
h
h
Video portalapplication
Video contact Center application
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• Provisioning• Usage/Monitoring• Customer Service• Charging• Privacy• Packaging
Cooperative value chain
• Interaction• DRM• Entertainment• Information• Communication• Digital goods
• Delivery• Location• QoS• Authentication• Multi Networks• Usage
Innovative Flexible
Applications,Services,Resources
Service Retailers
Network Operators
(examples)
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Conclusion• Create demand with
innovative 3G video user experiences
• Make competition irrelevant with value-chains across content providers, software developers and ASPs
• Enable differentiation and low cost using IMS infrastructure
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HP OpenCallMedia Server Software
Enabling Blue Ocean Strategies