integrated management challenges for the ip multimedia systemim2005.ieee-im.org/rkkeynote.pdf ·...
TRANSCRIPT
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Putting IM into IMS: Integrated Management challenges for the IP Multimedia System
Telcordia Contact:Robbie CohenSenior Group Vice PresidentWireless, Cable and Emerging [email protected]+1 732 699 2331May 19, 2005
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IM in IMS – 2
It’s a Mad, Mad, Mad, Mad World
3G
2.5G
2G
Wireless TechnologyAdvancements
VoIP
MVNO &Cable Plays
DisruptiveTechnologies
Wireless/Wireline Convergence
Mergers & Acquisitions
OSS Vendor Consolidation
Competition is fierce!
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IM in IMS – 3
What all the excitement is about
IPBroadbandMobilityCompetitionVoice, still
Users Expect More for LessUsers Want Markets of OneUsers Want to be Connected, Always
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The TransformedCustomer’s View
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When I’m online,
andI want text to my mobile to come up
That’d be cool.
in Messenger …I want to click to reply.
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– my mobile …I just want one phone
but, I don’t want to
Can’tbe hard.
pay mobile rateswhen I use itin the office…
… or at home.
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I wannachoosechoose !!!
… and I want my own phone
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I want to be able totransfer calls frommy desk to my mobile.
So I can
Or on the way home.
keep talkingon the way to a meeting.
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I want to use the
separate.
mobileand personal calls.
samefor business
But keep the bills
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…or on my music system
I want to select a music clip from my TV, and listen to it on my mobile …
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I want to sendGreat goal!
the goal to my friends
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Why can’t I use WiFi when I traveland have it charged to
my home account?
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on the television.
When we’re watching a movie, see who is calling when the phone rings.
and to see their picture
we want to
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Something’snot right.
I’ve got one mouth andthree phones.
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IM in IMS – 15
Personalized
IP
Wireless
Anchoring Truths…
Any service from any network delivered to any device
Ultimately, everything that can be … will be …
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IM in IMS – 16
The Challenges for all Operators
Create ubiquitous services in a converged landscape
– Satisfy customer demand for anytime, anywhere, every time, everywhere
Avoid service substitution; fight margin erosion– Falling ARPU, customer churn, increased competition
Keep the value in the network– Disruptive business models emerging; avoid
disintermediationReign in network complexity
– Multiple networking technologies; myriad of different elements
£
€
¥
$
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The TransformedOperator’s View
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Where are my devicesfor fixed mobile convergence?
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just make up their mind?
Why can’tmarketing
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These platforms are
but I can’t drop today’s services
great for the future,
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will these newservices create?
How much revenue
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Will the quality of my Service delivery ...
... Satisfythis
customer?
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IM in IMS – 23
Mobile minutes consumed by caller location
• 74% of mobile minutes are indoor calls• 40% of all mobile calls made within a few
feet of the users’ landline
Source: OfCom, McKinsey 2004, RelevantC
Note: Representative of average wireless subscriber in the UK, 2003
Source: RelevantC 2004
Operators predicted to invade each others space
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IM in IMS – 24
IP Enabled Mobile Services
SMS57%
Photo Messaging15%
Rich Messaging4%
Instant Messaging4%
Email11%
Video Messaging9%
Communication47%
Entertainment28%
Personalization8%
Information13% Corp Connect
4%
Projected 2009 Global Data Revenues ($189 Billion)
Source: Strategy Analytics, August 2004
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IM in IMS – 25
Emerging Services Environment
BSBSC
SGSN / GGSN
CSCF
Node BRNC
MSC
Transport &Switching
MMS
Messaging
VPN
Conferencing Services
Push to Talk / VoIP
Disaggregate: Network no longer = serviceIndustry Standards APIs & Protocols(e.g. Parlay, OSA, JAIN, HTTP,XML)
QoSRating
Common Service Enabling PlatformExamples
SMS-C
HLR/HSS
Presence
GLMSMMSPolicy ServerContentServers
Preferences
AAA
Locationinfo
SIP App Server
Network-basedValue Adds
M-Commerce
Banking
Information Services
MP3 MusicMaps and Directions
Financial Weather
Streaming video
Location Services
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… so,
where is the solution?
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IM in IMS – 27
The shift to IMS networks
From closed, vertically integrated network silos
Switching
Access
Signaling
Transport
Switching
Access
Signaling
Transport
Switching
Access
Signaling
Transport
Voice Data Video
Services1 … n
Services1 … n
Services1 … n
clear separation of network and services functions
to horizontal layers with open standard interfaces and
NEWConvergent Content
NEWEquipment Suppliers
NEWService Providers
NEWTechnologies
NEWMarket Segments
creating new sources of opportunities
Services
AccessDistribution
Application Layer
TransportLayer
DevicesLayer
Open Protocols APIs
Open Protocols APIs
Open Protocols APIs
Open Protocols APIs
Service ControlLayer
AccessLayer
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IM in IMS – 28
IMS Impacts
NEWConvergent Content
NEWEquipment Suppliers
NEWService Providers
NEWTechnologies
NEWMarket Segments
SeamlessServices
NewServices
NewCompetitors
Multi-vendorimplementations
Compleximplementations
Management challenges
IT mgmt
IP QoS
Service proliferation
Self-provisioning
Device mgmt
DRM
Security
Distributed core
Cross-domain services3rd partyservices
Closed-loop ops
Open interfaces Real-timecharging
Roaming
Auto-discovery
Device security
Carrier-gradeIT
Servicecreation
Flow thru
Contentcharging
User mgmt
Data mgmt
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IM in IMS – 29
An example: IMS Management Challenge of Devices
Heterogeneity of – domain– capability– manageability
Requirements – for auto-discovery of device and software load– correlation to known problems– patch push capability– security – virus protection, grey market
Device management standardsConsistency of the user interface
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IM in IMS – 30
IMS Operational Impacts
Operations must be transformed, especially for non-mobile operatorsBusiness processes fundamentally changeNetwork elements are distributed; networks are convergedDeterminate QoS replaced with sliding congestion and latency issuesNetwork security, especially for control (signaling) links, becomes significantly more challengingAssurance & provisioning now must cross domains
– Technology – Ownership– Industry
Multi-vendor interoperability (with vengeance)
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IM in IMS – 31
Operational Impacts: Assurance
Services cross domains– access technologies
– core technology (e.g.: SS7 to SIP)
– companies and ownership (e.g.: broadband - mobile)
Distributed network architectures
Non-deterministic QoS
Service proliferation / shared networks
Service Management, not network management
– Look to TMF work
Flexible modeling of services
Stochastic methods to measure performance
Mix and match access
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IM in IMS – 32
Operational Impacts:Flexible and Real-time Charging
Customer Access, Queries, Support, Web Access
Existing Billing SystemsProcessing
Rating &
Discounting
Usage
Collection & M
ediation
Real-timeConvergedCharging
Logic
BalanceAnd
Hsitory
BalanceAnd
Hsitory
Rater
Mediation & Correlation
Engine
Rating Rules
Rating RulesP
rePaid
Post P
aid
PolicyBased
SessionSwitching
SS7 SIP/OSA
CDRsIPDRs
Uncorrelated Usage
Events
Diameter
• Proliferation of data sources
• Protocol proliferation• Complex plans• 3rd party settlements• Content • Real-time session
control• Complex rating
RadiusDiameter
Cx
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IM in IMS – 33
Operators must transform to a services orientation
Create, deliver, manage and charge for services, not communicationsBreak down organizational and functional “silos”Consolidate “mini-solutions” that manage a single initiativeImplement flexible service delivery platformsUse evolving infrastructure for new servicesModernize legacy OSS
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IM in IMS – 34
What do we do to help?
Help make networks – Manageable– Evolvable– Profitable
Help operators manage the accelerated pace of– Change– Competition– Customer demand– Operation
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IM in IMS – 35
IMS Integration Challenges
ChargingCharging
ContentCharging
ApplicationCharging
SessionCharging
BearerCharging
Core NetworkCore NetworkCircuit
Switched (CS)Packet
Switched (PS)Intelligent
Networking (IN) PSTN
BSS/OSSBSS/OSS
CRM
Billing
ServiceProvisioning
ServiceAssurance
IP Multimedia Subsystem (IMS)IP Multimedia Subsystem (IMS)SessionControl
Inter-working
MediaResource
SubscriberDirectory
Applications/Service DeliveryApplications/Service DeliveryService Creation
Service Delivery
Service Execution Security and
Control Services
Ensure high end-to-end
service quality
Collect for what you deliver
Build services fast and once
for all networks
Execute with carrier-grade
qualityMaximize flow
through
Facilitate real-time charging
Secure systems; authenticate & authorize users
Manage user data
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IM in IMS – 36
IMS Integration Challenges
ChargingCharging
ContentCharging
ApplicationCharging
SessionCharging
BearerCharging
BSS/OSSBSS/OSS
CRM
Billing
ServiceProvisioning
ServiceAssurance
Core NetworkCore NetworkCircuit
Switched (CS)Packet
Switched (PS)Intelligent
Networking (IN) PSTN
IP Multimedia Subsystem (IMS)IP Multimedia Subsystem (IMS)SessionControl
Inter-working
MediaResource
SubscriberDirectory
Applications/Service DeliveryApplications/Service DeliveryService Creation
Service Delivery
Service Execution Security and
Control Services
Ensure high end-to-end
service quality
Collect for what you deliver
Build services fast and once
for all networks
Execute with carrier-grade
quality
Facilitate real-time charging
Secure systems; authenticate & authorize users
Manage user data
Maximize flow through
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IM in IMS – 37
Who will rise to the top in today’s telecom market?
Those who – transform to meet customer’s changing
needs– continually innovate to stay ahead of the
technology curve– embrace open, flexible, configurable
solutions– minimize complexity and cost in their
networks – focus on creating value for customers,
stakeholders and shareholders
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IM in IMS – 38
In ConclusionTelecom moving to value added, multi-service IP networks
IMS is becoming the architecture of choice across wireless, cable and fixed broadband operators – at least in mind share
But IMS (SIP) and Circuit-Switched voice (SS7-IN) networks will coexist for years, requiring truly “converged” service logic
Seamless mobility across legacy, broadband and wireless yields the greatest convenience, coverage, user simplicity as well as the lowest blended cost
Winning interim solutions will execute a “triple play” of benefits:– Fast to market
– Seamless, intuitive usage
– Consistent with the longer-term goal of IMS (“build IMS equity”)
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IM in IMS – 39
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IM in IMS – 41
Video
Instant Messaging
Voice DataInternet
Presence-driven Services
PushToTalk
Location-based Services
Voice & DataPost-Paid
Converged VPN
Micro Payments
Voice & DataPre-Paid--
MultimediaCommerce
IntegrationEnterprise Integration
Custom RingbackTone
Find-Me,Follow Me
Games
Alerting Services(Weather, Traffic)
Converged Pre and Post-paid
The Second Wireless Revolution:It’s all about Services
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IM in IMS – 42
Cable Revolution: The Quadruple Play
Personalized Services and ContentMobility
High Speed DownloadsData
Multi-Media Two-WayCommunications
Voice
EntertainmentVideo
Content owners bring clout to the game
Voice
Data
TV
Commerce
Games
Alerting Services(Weather, Traffic)
VideoConference
Video
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IM in IMS – 43
Hot new services with rapid, state of the art service creationIncreased ARPU delivered by advanced, real-time charging for voice, data & content Increased cash flow from more efficient operations and network utilizationHighest quality service assurance with measurable SLAsOpen, flexible, configurable solutions that work with new and old infrastructure, and across converging environments
Making IP = Increased Profits!
What our customers want
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IM in IMS – 44
Voice dominates revenues
Voice continues to dominate revenues for coming years
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IM in IMS – 45
IEEE Spectrum, March 2005
“VoIP is turning telephony into just anotherInternet application—and a cheap one at that”
“Each new adaptation provides opportunities for interactions and new niches”
John H. HollandHidden Order – How Adaptation Builds Complexity
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IM in IMS – 46
DSL, CableDSL, CableFTTPFTTP
3G3G 2G2G(SS7)(SS7)
WirelineWirelinePSTNPSTN
(SS7)(SS7)
UWB
4G4G
PolicyMgr
CSCF, SBC, Service Broker
OMAService
Environment
Parlay (X)App. Server
OMAenablers
SIPApp. Server
OSA SCS IM SSF
Legacy
GUPGLMS Pres.
HSS HLR
Profile
Data
SGSN/GGSN/SGWCTF
BillingSystem
OCF
CCF
IMS: Applications