traditional network model
DESCRIPTION
Evolution or Revolution: Using Services to Stimulate IMS Adoption in the NGN G. D. Redmill, EMEA Market Development Manager April 5, 2006. Traditional Network Model. ATM. OVERLAY CORES. PCN. PSTN. SERVICE. TRUNK (2000 nodes). ACCESS EXCHANGE (5000 nodes). END USERS. - PowerPoint PPT PresentationTRANSCRIPT
Evolution or Revolution: Using Services to Stimulate IMS
Adoption in the NGN
G. D. Redmill, EMEA Market Development ManagerApril 5, 2006
Cantata Technology, Inc. confidential. Not for distribution without permission. 2April 21, 2023
Traditional Network Model
END USERS
ACCESS EXCHANGE (5000 nodes)
TRUNK(2000 nodes)
OVERLAY CORES
SERVICE
*After BT 21CN Presentation
PSTN
PCN
ATM
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New Network Model
END USERS
DSLAM / Agg. Boxes (5000 nodes)
IP CORE
*After BT 21CN Presentation
CORE ROUTERS (100 nodes)
IP – MPLS - WDM
IMS
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Service Challenges
Services today are fragmented between stovepipes / silos and legacy IN solutions– Added piecemeal– Isolated– Difficult to co-ordinate– Duplication of resources
Operators face falling voice revenue margins– Must increase non-voice service revenue and margin
Contain / reduce OPEX– Via consolidated, unified service infrastructure
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IMS Promise
IP Multimedia Subsystem provides vehicle for delivery / provisioning of multi-media services based on Internet protocols and applications– Presence– Conferencing– Push to Talk over Cellular (PTToC) /
Push to Multi-Media (PTM)– Messaging– TBD
Intention is not to standardise services, but to allow operators and third parties to develop any service
Should enable “convergence of and access to” voice, video, messaging, data and web based technologies
Exploit growth of internet and mobile comms
Source: 3GPP TS 23 228 680
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Why IMS?
Next Generation Service Delivery Goals:
– Write once, use anywhere– Reuse resources – Manage OPEX
Services should universal– Access neutral
Use common resources rather than dedicated platforms– Open standards provide model– IMS / SIP provide key
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Catalysts for IMS Deployment
22.8
41.3
19.6
9
7.4
0 10 20 30 40 50
FMC
Flexible SCE
Blended MM Apps
Lower Cost SDP
Best of Breed Components
Source: Light Reading Webinar Poll: “Drilling Down on IMS” 189 respondents
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Problems with the Bright New Dawn…
IMS is the next big thing….right? Analysts are falling over themselves
to trumpet its merits TEMs have adopted framework
– Niche players have positioned components
Key question: what will make operators adopt IMS?– a) because it’s the only solution on offer?– b) because it offers a compelling business case?
Do operators adopt a technology per se, or do they determine merits of individual services?
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IMS Challenges
Difficult to justify investment for replacement of entire service infrastructure
Variable rate of IP migration / adoption– It’s going to happen, but when?
IMS appears to depend on all IP core and SIP enabled end points
How do operators get from A to Z painlessly?
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LEGEND:
BOLD Lines: interfaces supporting user traffic
DASHED Lines: interfaces supporting only signalling
Source: 3GPP TS 23.002 V6.4.0
IMS Overview
P-CSCF
IM Subsystem
CSCF MGCF HSS
Cx
IP Multimedia Networks
IMS-MGW
PSTN
Mn
Mb
Mg
Mm
MRFP
Mb
Mr
Mb
Legacy mobile signalling Networks
CSCF
Mw
Mw
Gm
BGCF Mj Mi
BGCF
Mk Mk
C, D, Gc, Gr
UE
Mb
Mb
Mb
MRFC
SLF Dx
Mp
PSTN
PSTN
Gq
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Decomposition is the Key
IMS is distributed in key software elements Subscriber access controlled by softswitches Establish sessions to Application Servers Application server requests resources from
Media Server (Media Resource Function) Communications all enabled with SIP Media via RTP Application server can be single service
– Or offer service creation (e.g. BEA, jNetX, Ubiquity, Appium)
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Leverage Decomposition to Build Profit
IMS can be implemented piecemeal– Select components necessary for specific
applications with ROI
Operators must look for applications that give them the quickest returns
What are these applications likely to be? Key areas:
– Legacy migration / service preservation (“service emulation”)
– New services
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IMS Adoption
What do people want? Business:
– Collaboration, sharing, presence, consistent experience
Youth:– Excitement, collaboration, sharing, presence,
changing experiences
Consumer:– Evolving bundles of content, simple charging
None of us know specifically which services will be most successful
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Live Video Messaging Deployment – TMN
Service Features 3G Video Call Answering
– Message drop-off– Subscriber retrieval
PC Call Answering– Subscriber retrieval
3G to SIP PC Video Call 3G Video Portal
Media Server Features Video playback and recording
through VoiceXML
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Video Messaging: TMN Video Mail Architecture
Photos Siemens AG
Openwave Application
3G H.324mTDM Video Users
Internet
Directory
Greetings / Message
Store
IP
Openwave Mx Messaging Platform
RADvisionH.324m SIP
Gateway
2.5 G MMS/ 2 G Wireless Users
3G IPv6 IMS Devices
3GIMS
MSC
H.324M(ISDN)
HTTP
VXML w/Video
HTTP
HTTP
IP
Video Phones/ PC
Internet
Video Phones / PC
SIPSIP
SIP
Openwave SIP Proxy
HTTP
SIP
Cantata SnowShore IP MS
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Swisscom – Call Tones Scenario
DescriptionDescription
A CallTone is an announcement selected by a subscriber that is played on the handset of the callee when the subscriber places a call.
A CallTone is an announcement selected by a subscriber that is played on the handset of the callee when the subscriber places a call.
Select CallTone
Pink Panther
Happy Birthday
Peter Gunn Th.
Elisabeth
Pascale
It is Elisabeth’s birthday...
Simpsons
John selects a CallTone...
Optionally:John selects an
image (or a video)
associated with the Calltone
Elisabeth picks up the phone
and answers...
Elisabeth’s handset rings...
With the Calltone !
Happy birthday to
you...
Select Callee
Jean
Joe
John selects whom should
be called using the CallTone
Optionally:The handset displays the
clip.
Select clip
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IBM - Multiplayer Gaming Scenario
DescriptionDescription
The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM IMS Solution, and relying on independent runtime components that are orchestrated for providing a
coherent and enhanced service experience
The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM IMS Solution, and relying on independent runtime components that are orchestrated for providing a
coherent and enhanced service experience
Gaming and Conferencing at the same time
Allows you to: – plan game strategy or
– simply tell your opponent how bad they are
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MTS FMC – Simultaneous Ring ApplicationMTS Russia Fixed Mobile Convergence
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Caller Notify
M@ilis: a Progressive Multimedia Mail Suite
Unified mail
Fax & voice mailVideo Mail
Easyvoice mail
From: 0873 24 56 (2 calls)Date: 06/12/03 15:50
Call Notify
Easyvoice mail
Allow customers to receive messages or notifications while busy, absent, or unreachable & retrieve them from any phone, PC or TV
Increase call completion, provide new services and revenues to telecommunications providers, while guarantee progressive and cost-effective voice & video mail software suites :
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“Sponsored Call” Service
“Sponsored Call”
– Subscriber agrees to view a video commercial from a “sponsor”
– In return, subscriber receives a discount on phone charge
Rapid development with SnowShore IP Media server (audio & video)
– 4 weeks from start to trial
Benefits of Sponsored Call Service to…
Subscribers Sponsors Service Providers Saves $$
Useful promotions
Multimedia channel of advertisements
Interactive promotions, campaigns and surveys
Select the customer segments
New revenue stream from the sponsors
Increased air time and revenue
Created by ARGELA Technologies
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SIP proxy
XWayGolf(Carry)
Skiing(Bob)
Media Server
Diving(Helen)
Virtual Contact Center - Architecture
Gintel app
Dial 1 for Golf,2 for Skiing...
Other sports(Fred)
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IMS Adoption Strategies
Services are designed to be access-neutral All IP network is some years ahead
– Including true IP client end-points
Clear need for IP Media Gateways– Provide transcoding capabilities to connect legacy
subscribers to emerging IMS solutions
As IP networks develop, more islands will emerge– IP Peering will be a growing challenge
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VoIP Architecture – Media Server and Gateway
MediaServer
Application Servers
MGW
PSTNAccess and Transport
Networks
SnowShore IP Media Server
ProxyServer
IMG 1010 Integrated Media Gateway
SIP
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VoIP Architecture – Media Server and Transcoding
MediaServer
Application Servers
IPAccess and Transport
Networks
SnowShore IP Media Server
ProxyServer
IMG 1010 Integrated Media Gateway
RTP
RTPRTP
SIP
SIP
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Conclusion
IMS is key to a converged, more efficient service core– Yielding new revenue (profit) opportunities– Offering reduced OPEX
Services alone justify ROI– Implement IMS piecemeal to support migration strategy
and launch attractive services
Transport migration is important– Media Gateways allow IMS to be leveraged in a
converged / legacy environment
Launch new services via IMS with Media Gateway to support interworking
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SnowShore IP Media Server
High performance carrier-class media processing
– Multimedia features that support media-rich applications at scale
Open, software architecture
– Flexible deployment on standards-based carrier-class servers
Integrated, best of breed application partners
– Delivering high value, innovative SIP/VoiceXML enhanced services
Extensive feature support
– For emerging next generation IP services including video messaging
Full SIP/VoiceXML support
– Cantata’s rich heritage and industry leadership in developing and implementing standard protocols
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Brooktrout’s Enhanced Services Partners
SIP/VoiceXML / MSCMLSIP/VoiceXML / MSCML
RTPSIP
Standard Server Platforms
Standard Server Platforms
Gateway / SoftswitchGateway / Softswitch
Centrex/Class 5Centrex/Class 5
Video ConferencingVideo Conferencing
Video Messaging
Video Messaging
Application ServerApplication Server
IP Call Center/CRM / Virtual / Hosted PBXIP Call Center/CRM / Virtual / Hosted PBXConferencingConferencing
Service CreationService Creation
PrepaidPrepaid
Messaging
Messaging
SnowShore IP Media Server Software
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Any-to-any voice network connectivity Signaling and media
TDM to IP IP to IP network peering
Simultaneously supports gateway and transcoding on a call-by-call basisMulti-application Support – including Class 4 Long distance networks, Voice over Broadband networks, and IP PBX
Unparalleled Capabilities•Simultaneous SIP/ H323 / SS7 / PRI in a single platform•Highest density: 768 channels in a 1U package•Software based license upgrades•Ability to rack and stack up to 32 IMG 1010s•Integrated routing and translations•Programmable Protocol Language (PPL)•Carrier Grade Redundancy and In-Service Updates
Integrated Media Gateway – IMG 1010
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