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1Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th
2Copyright 2012 Openwave Mobility
Today’s Presenters
Matthew Palmer,
Partner, SDNCentral
and Wiretap Ventures
Scott Yow, V...
3Copyright 2012 Openwave Mobility
Webinar Logistics
Enable pop-ups within your browser
Turn on your system’s sound to hear...
4Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th
5Copyright 2012 Openwave Mobility 5Fierce Wireless Webinar – July 17th 2013
SDN is a New Way to Enable Network
Orchestrati...
6Copyright 2012 Openwave Mobility 6Fierce Wireless Webinar – July 17th 2013
NFV Virtualizes Network Services That
Are Inse...
7Copyright 2012 Openwave Mobility 7Fierce Wireless Webinar – July 17th 2013
Most Impactful SDN / NFV Use Cases
Service
Pro...
8Copyright 2012 Openwave Mobility
a) 2013
b) 2014
c) 2015
d) 2016 onwards
When do you see operators deploying virtualized
...
9Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th
10Copyright 2012 Openwave Mobility 10Fierce Wireless Webinar – July 17th 2013
Industry Trends
NfV
SDN
Virtualization
Autom...
11Copyright 2012 Openwave Mobility 11Fierce Wireless Webinar – July 17th 2013
Software Defined Networking (SDN)
• SDN was ...
12Copyright 2012 Openwave Mobility 12Fierce Wireless Webinar – July 17th 2013
What Problems Need to be Addressed?
POLICY A...
13Copyright 2012 Openwave Mobility 13Fierce Wireless Webinar – July 17th 2013
High Level Mobility Architecture
MOBILECLOUD...
14Copyright 2012 Openwave Mobility 14Fierce Wireless Webinar – July 17th 2013
Evolution of Gi-LAN
We are at the 3rd Inflec...
15Copyright 2012 Openwave Mobility 15Fierce Wireless Webinar – July 17th 2013
Using Virtualization to Simplify
Android
Use...
16Copyright 2012 Openwave Mobility 16Fierce Wireless Webinar – July 17th 2013
• NfV & SDN are not competitive: they are co...
17Copyright 2012 Openwave Mobility
Audience Polling Question
a) Personalized service chaining
b) Fast time-to-market for n...
18Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th
19Copyright 2012 Openwave Mobility 19Fierce Wireless Webinar – July 17th 2013CONFIDENTIAL © 2009 Openwave Systems
Value of...
20Copyright 2012 Openwave Mobility 20Fierce Wireless Webinar – July 17th 2013
PGWs
L7+ Apps
Packet
Core
PCRF
Policy
Data
C...
21Copyright 2012 Openwave Mobility 21Fierce Wireless Webinar – July 17th 2013
Differences between L2-4 and L7 Appliances
P...
22Copyright 2012 Openwave Mobility 22Fierce Wireless Webinar – July 17th 2013
ROI for SDN/NFV leveraging L7 Applications
D...
23Copyright 2012 Openwave Mobility 23Fierce Wireless Webinar – July 17th 2013
Benefits of L7 SDN and Conclusion
• Foster S...
24Copyright 2012 Openwave Mobility
Questions?
Matthew Palmer, Partner,
SDNCentral and Wiretap
Ventures
Scott Yow, VP, Cisc...
25Copyright 2012 Openwave Mobility
Thank you for
attending!
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Evolving Mobile Data Application Services With SDN

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Look through the slides from the July 17th FierceWireless webinar with guests from Cisco, SDNCentral, and Openwave Mobility as they examine the place of SDN in facilitating next-generation application services.

You will learn:
1. How to provide subscriber-awareness in a SDN network via the SDN Controller
2. Why a hierarchical (L2-4 and L7) SDN approach is necessary
3. The critical business and ROI drivers for service providers considering Gi-LAN services

For more SP Mobility related content, visit our Cisco SP Mobility Community: http://cisco.com/go/mobilitycommunity

Published in: Technology, Business
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Transcript of "Evolving Mobile Data Application Services With SDN"

  1. 1. 1Copyright 2012 Openwave Mobility Evolving Mobile Data Application Services With SDN Fierce Wireless Webinar July 17th
  2. 2. 2Copyright 2012 Openwave Mobility Today’s Presenters Matthew Palmer, Partner, SDNCentral and Wiretap Ventures Scott Yow, VP, Cisco Systems Indranil Chatterjee, VP of Product Management Openwave Mobility
  3. 3. 3Copyright 2012 Openwave Mobility Webinar Logistics Enable pop-ups within your browser Turn on your system’s sound to hear the streaming presentation Questions? Submit them to the presenters at anytime on the console Technical problems? Click “Help” or submit a question for assistance
  4. 4. 4Copyright 2012 Openwave Mobility Evolving Mobile Data Application Services With SDN Fierce Wireless Webinar July 17th
  5. 5. 5Copyright 2012 Openwave Mobility 5Fierce Wireless Webinar – July 17th 2013 SDN is a New Way to Enable Network Orchestration and Automation SDN Definition 1. Separates the network’s control (brains) and forwarding (muscle) planes 2. Provides a centralized view of the overall network 3. Utilizes programmatic application interfaces (APIs) 4. Enables efficient orchestration and automation of network services SDN Controller/ Network Operating System App App App App OpenFlow Packet-Forwarding Hardware OpenFlow compliant OS Packet-Forwarding Hardware OpenFlow compliant OS Packet-Forwarding Hardware OpenFlow compliant OS Well-defined Open API
  6. 6. 6Copyright 2012 Openwave Mobility 6Fierce Wireless Webinar – July 17th 2013 NFV Virtualizes Network Services That Are Inserted into the Network Example: Managed Router Service Using NFV NFV Definition 1. Decouples network functions (DNS, DHCP, Cache, L4-L7, etc services) from proprietary hardware appliances into software 2. Provides the ability to virtualize network functions 3. Utilizes standard IT virtualization technologies that run on high volume service, switch, and storage hardware 3. Applicable to any data plane processing and control plane function in fixed (wired) and mobile (wireless) network infrastructures
  7. 7. 7Copyright 2012 Openwave Mobility 7Fierce Wireless Webinar – July 17th 2013 Most Impactful SDN / NFV Use Cases Service Provider Mission Critical Use Case Data Center Non-Mission Critical Use Case DC Network Virtualization DDOS Virtual CPE Dynamic Metro Ethernet Wireless / WIFI Key Service Provider Use Cases • Data Center Network Virtualization – Multi-tenant data center (ala AWS) • Dynamic Metro Ethernet – Business – Mobile Operators • DDOS / Visibility – Traffic shunting, filtering, offload • Wireless / WIFI – WIFI offload – mobile – MSO WIFIofferings • Virtual CPE – Business and Residential • Virtual CMTS – Eliminate Proprietary CMTS units • Gi-LAN VAS – Replace VAS Appliances w/ith Software Gi-LAN VAS Telco’s are experimenting with SDN, NFV, and NV today for ‘14 and ‘15 business impact DC –to DC WAN Interconnect NFV based Value Add Services can enable new revenue streams participate in multiple use cases
  8. 8. 8Copyright 2012 Openwave Mobility a) 2013 b) 2014 c) 2015 d) 2016 onwards When do you see operators deploying virtualized Gi-LAN solutions? Audience Polling Question
  9. 9. 9Copyright 2012 Openwave Mobility Evolving Mobile Data Application Services With SDN Fierce Wireless Webinar July 17th
  10. 10. 10Copyright 2012 Openwave Mobility 10Fierce Wireless Webinar – July 17th 2013 Industry Trends NfV SDN Virtualization Automation Orchestration Programmability APIs Dev Ops Cloud
  11. 11. 11Copyright 2012 Openwave Mobility 11Fierce Wireless Webinar – July 17th 2013 Software Defined Networking (SDN) • SDN was initiated in Academia with initial focus on Data Center • Focus: Separation of Control Plane and Data Plane • Centralized Controller and Network View • Programmability of Network by External Applications NfV = SDN? NfV + SDN? • NfV not technically related to classic SDN • But may utilize SDN technology – APIs, Controllers, Orchestrators • For functions with no physical requirements, SDN provides connectivity “fabric”
  12. 12. 12Copyright 2012 Openwave Mobility 12Fierce Wireless Webinar – July 17th 2013 What Problems Need to be Addressed? POLICY ANALYTICS Orchestration Network POLICY ANALYTICS Orchestration Network POLICY ANALYTICS Orchestration Network Expand and contract the number of instances of a single function or service Orchestrate the infrastructure and connectivity for the virtualized environment dynamically Based on Policy and intelligence program the network or functions needed dynamically Elasticity Programmability Automation/ Orchestration
  13. 13. 13Copyright 2012 Openwave Mobility 13Fierce Wireless Webinar – July 17th 2013 High Level Mobility Architecture MOBILECLOUD SERVICES WIDEAREANETWORK RADIO ACCESS NETWORK Unified Data Center Macro Radio (2G, 3G, LTE) NetworkManagementServiceFulfillmentSuite IP/MPLS BackboneMobile Backhaul CORENETWORK Packet Core Unlicensed Small Cells (SP Wi-Fi) Converged Small Cells (3G/4G/WiFi) Self Optimizing Network WAN Orchestration OptimizationMonetization User/Session Orchestration
  14. 14. 14Copyright 2012 Openwave Mobility 14Fierce Wireless Webinar – July 17th 2013 Evolution of Gi-LAN We are at the 3rd Inflection Point in a Shifting Market Wave 1 1st inflection point (2000-2010) - ad-hoc services Access GGSN/ PGW 12 A B C 3 D E F 4 G H I 5 J K L 6 M N O 7 P Q R S 8 T U V 9 W X Y Z *0# Signal Strength DPI APN DPIDPI DPIL7 AF DPINATFW APN DPI L7 AF FW PCRF Wave 2 2nd inflection point (2010-2015) services steering Cloud orchestration Access GGSN/ PGW 12 A B C 3 D E F 4 G H I 5 J K L 6 M N O 7 P Q R S 8 T U V 9 W X Y Z *0# Signal Strength APN PCRF Classifier Classifier Wave 3 3rd inflection point (2010-2015) - virtualization
  15. 15. 15Copyright 2012 Openwave Mobility 15Fierce Wireless Webinar – July 17th 2013 Using Virtualization to Simplify Android User Video User IMS User Enterprise GGSN,PGW WANRAN CORE SERVICE APPLIANCES APN Web Proxy DPI Firewall Address Translation Video Optimization Firewall A-SBC DATA CENTER
  16. 16. 16Copyright 2012 Openwave Mobility 16Fierce Wireless Webinar – July 17th 2013 • NfV & SDN are not competitive: they are complementary • NfV is virtualization of functions/services in the infrastructure • Virtualization alone is not enough. You need Programmability, Automation/Orchestration, Elasticity & Resiliency • Cisco strategy is to enable NfV by tightly integrating with SDN Key Take Aways
  17. 17. 17Copyright 2012 Openwave Mobility Audience Polling Question a) Personalized service chaining b) Fast time-to-market for new services c) Resource elasticity to lower TCO d) New license and business models What do you think is the primary driver for SDN/NFV in Gi-LAN?
  18. 18. 18Copyright 2012 Openwave Mobility Evolving Mobile Data Application Services With SDN Fierce Wireless Webinar July 17th
  19. 19. 19Copyright 2012 Openwave Mobility 19Fierce Wireless Webinar – July 17th 2013CONFIDENTIAL © 2009 Openwave Systems Value of SDN and NFV Value Creation Resource Orchestration Service Orchestration
  20. 20. 20Copyright 2012 Openwave Mobility 20Fierce Wireless Webinar – July 17th 2013 PGWs L7+ Apps Packet Core PCRF Policy Data Control L2-L4 SDN Controller L2-L4 Switch UDR L7+ Orchestration Intelligent Service Orchestration Content Filtering Video Opt Header Enrichment Metering & BillShock FW CGNAT L2-4 Apps VPN Internet
  21. 21. 21Copyright 2012 Openwave Mobility 21Fierce Wireless Webinar – July 17th 2013 Differences between L2-4 and L7 Appliances Performance Intelligence L7- Highly dynamic and contextual • Real-time decisions based on network and business rules: • Traffic • User • Network • Analytics L2-4 SDN limitations • Application/payload awareness • Steering complexity Scalability tradeoff • L2-4 must be highly efficient • L7 Apps invoked intelligently
  22. 22. 22Copyright 2012 Openwave Mobility 22Fierce Wireless Webinar – July 17th 2013 ROI for SDN/NFV leveraging L7 Applications Deliver on the topline and bottom-line • Personalized data plans eg for video streaming, roaming, tethering … • Promote and monetize 1st / 3rd party content Generate event driven promotions Promotions • Marketing & operational analytics; segment & profile subscribers, devices, content Analytics • Dynamic optimization of rich media for superior QOE Web & Video Optimization • Eg header enrichment, content filtering Core Services Data Plans Topline Revenue Bottom-line Savings
  23. 23. 23Copyright 2012 Openwave Mobility 23Fierce Wireless Webinar – July 17th 2013 Benefits of L7 SDN and Conclusion • Foster Service Agility in OTT paradigm • Analytics driven personalization of services Service Velocity • Add NEW monetization applications • Providing differentiation capabilities for mobile data L7 SDN as a Monetization Engine • L7 SDN complements L2-4 SDN with best-of-breed approach Comprehensive SDN architecture
  24. 24. 24Copyright 2012 Openwave Mobility Questions? Matthew Palmer, Partner, SDNCentral and Wiretap Ventures Scott Yow, VP, Cisco Systems Indranil Chatterjee, VP of Product Management Openwave Mobility Submit questions to the presenters via the on-screen text box Download the whitepaper: Evolving Layer 7 Application Services with NFV and SDN www.owmobility.com/whitepapers
  25. 25. 25Copyright 2012 Openwave Mobility Thank you for attending!
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