www.sonusnet.com leveraging carrier service value across converged networks haydn smith
Post on 19-Dec-2015
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www.sonusnet.com
Leveraging Carrier Service Value Across Converged Networks
Haydn Smith
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2
Introduction
Carriers are converging wireline and wireless networks
Creating brand, ‘sticky’ customers and price-resistant bundling
Adding new network services that create value Moving from current islands of services to architecture
that supports common services across multiple network types.
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Service Value
Fonix iSpeak(TM) Brings
Personalized Voice Services to
the Apple iPhone(TM)
Users Can Launch a Playlist or Search
Contacts and Dial by Voice
Internet, phone, and cable
Just $33 each per month
When you subscriber to all three.
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Managing Incumbency
Fixed line revenue is under pressure New entrants Combo pricing plans Traditional features (call fwd, etc)
no longer command a premium Fixed asset expense rising
Switch maintenance costs – end of life elements Real estate - Heating/air-conditioning. Power Staff costs
Need to reduce operational expense Make it transparent to satisfied customers React faster to market pressure
Need to reduce churn Create new revenue opportunities
New compelling experiences
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Before -Legacy voice features
During -Bundled services
Beyond -Voice is part of blended services
Before, During & Beyond Legacy Migrations
Subscribers are living within 3 phases of Network Migrations
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Before During Beyond
Subscribers’ Expectations
Legacy Features POTS Customers Don’t force change –
encourage it Feature simulation can
be important
Bundled services - Triple play
Derived voice Feature simulation
can be important Expect new/more
voice feature Messaging
Voice blended into applications – not a specific offer
IP based VoBB, WiMAX, 3G Device independent Medium
independent Legacy features will not
likely define offer’s success
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Network Migration – Two Concepts
IP Add on X
IP Add on Y
Newer IP
Control
TDMBox
NGN/ IMS IP Solutio
n
Legacy Approach
They try to force the past into future
Before During Beyond
IP/H.248 IP/SIPAGCFMSAN CORE
NGN architecture is the future but accommodates the past
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Service Convergence from a Single IP Core
SIP TASIP TA
PicocellPicocell
FemtocellFemtocell
MSANMSAN
IP B
road
ban
d N
etw
ork NGN
Core
ServiceServiceEngineEngine
PLMN/PSTN
TrustedPartner
IP Networks
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SERVICES
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Layered Service Advantage
Scale is not compromised for 80% of traffic that is typical voice calls Add conferencing and other enhanced services into the same architecture
Low incremental costs to add n+1 service – create new experiences without new overhead
OSS -
Pro
vis
ionin
g
Cust
om
er
Inte
rface
Secure Core Network
Subscriber Services
Enhanced Services
Service Creation
80%
15%
5%
Customer has the same interface to access, add or manage services
Consistent look & feel – consistent branding
Easier to upsell svcs
Reduces process changes for every new service
Reduces overhead/ cost
Speeds network changes/upgrades
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Enhanced Services
Service Creation
Forwarding rule are based on application and device preferences Presence on your cell phone Calendar status from Google Personal portal settings A combination of these factors
Secure Core Network
Subscriber Services
New Experiences From Traditional Services
Standard call forwarding feature activation Applied across one or many devices Same user experience
Universal connectivity between devices and networks
NGN or IMS
New experience -
leverages call
forwarding
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Experience Creation Blending services together (new
or old) to create new customer experience
Can be simple or sophisticated Often involves multiple devices
or media types working together Goal is differentiate services to
maintain and grow customer base Compete on more than just
price
Mobility
WiFi ▪ WiMax ▪ 3G
Collaboration
E-mail ▪ IM ▪ Biz apps
Connectivity
B-band ▪ Mobile ▪ New
Devices
User Profile
Provisioning ▪ Portal
Security
Authentication ▪ Credentials
Replicating 20 year old features is not enoughReplicating 20 year old features is not enough
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New Revenue from Applications Web 2.0 Webtop
I want to see and manage all my messages in
one placeI want to
manage my contacts, see their presence and organize
them according to activity
I want to manage all my social networks
How can I see if my contacts are
near by?
Replicating 20 year old features is not enough
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IP Business Trunks are Hot
Own the end customer Bundle all voice & data bandwidth
Upsell enhanced services from the network Conferencing Hosted Contact Center Messaging Mobility
Easy for carriers to sell and deploy Appealing to End User’s IT managers
Eliminates premise gateway hardware costs Federate services between sites
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IP Trunks Leverage Core Services
POTS/ISDN
IAD/Gateway
PBX
IP
IP Business Trunks - Legacy
Secu
rity
Feature
Delivery
Service
Creation
IP-PBX
IP Business Trunks – IP-PBX
IP
Secu
rity
Feature
Delivery
Service
Creation
IP Phone
IP Centrex (Hosted PBX)
IP
Secu
rity
Feature
Delivery
Service
Creation
Voic
e V
PN
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FMC - With Enterprise PBX – External Call Network anchors all calls to the business DN mobileEdge handles handoff to macro network All business services to the mobile phone handled from the core
Feature Server
Border Element
908-789-4722
Simultaneous Ring -SIPmobilEdge
A/IP (or IU/IP)
908-555-1002
MSC
Calle
r
NGN / IMS core
IP-PBX
IP Trunk
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Connect Mobile Workers Inside The Office
“5 Bar” Coverage Market to IT manager – not every user Reduce churn and shopping
Reduce acquisition spend 3G data for business applications Constrain/manage user access
Education, manufacturing, etc
PICO CELLS
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Management
Insight Customer Portal
Insight Customer Portal
• Feature Configuration• Account Access• VM Logs
End-User Interface
Service Provisioning
ASX
GSX
PhonesIADVoice MailNetwork Resources
IMX
Network Activation
PSX
Residential, Business or both Used to configure user features One server required
Insight xAuthorityInsight xAuthority• Service Activation Engine• Feature Bundling• Resource Configuration• Manual Tasks
VoIP Activator
VoIP Activator
IP Trunking Activator(future)
IP Trunking Activator(future)
Automated, Flow-Through Provisioning
Streamlined business view for front & back office staff
Service Specific “Activator Modules”
Standardized API for interface into OSS/BSS
CSR
End User
NetworkOperations
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Service Activation
Insight xAuthorityInsight xAuthority
Resource Activation
ServiceProvisioningModules
Sonus Drivers
VoIP
MicrosoftDriver
Hosted Exchange
Business Services
SMB Services
OSS/ J Service Activation APIOSS/ J Service Activation API
WSDL / JVT WSDL / JVT
Feature PackagingFeature PackagingService ProvisioningService ProvisioningOrder Handling / FalloutOrder Handling / Fallout
Resource ActivationResource Activation
Bulk Provisioning and Migration
Bulk Provisioning and Migration
IPUnityDriver
Activation WorkflowActivation Workflow
Network AdaptationNetwork Adaptation
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Sonus Bridges The Divide
One architecture Enables core connectivity and manages the user experience
Better subscriber experience Simulates legacy features and enables next generation user
experiences Proven integration with legacy PSTN networks and architected to
the latest IMS / TISPAN standards Carrier-class expectations connect to Web 2.0 services Medium agnostic: from copper to fiber to wireless
THANK YOU
Using IP technology to efficiently bring 20th century technology, voice, into a 21st century
multi-media, multi-modal world