Дополнительные услуги операторов связи: возможности, опыт реализации.
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Дополнительные услуги операторов связи: возможности, опыт реализации.

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  • 1. Cisco Expo 2012 Новые Возможности для Ваших ИдейВыживание в джунглях.Теоретические советы.Vladimir Litovka (vllitovk@cisco.com)Business Development Manager, SP / RCISOctober ‘ 2012© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 2
  • 2. Market trends Increasing Revenue Avoiding Churn Reducing Costs Key Takeaways© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 3
  • 3. “France Telecom-Orange (FT-Orange) … was hurt in its domestic market by intense competition triggered by the ✔! arrival of Iliad’s Free Mobile, a new low-cost cellco. Orange France lost 155,000 mobile subscribers during the second quarter, an improvement on the 615,000 lost during the first quarter.” – Telegeography “… by 2016 operators will have lost $54bn in SMS ✔ revenues due to the increasing popularity of social messaging services on smartphones, more than double the $23bn they are expected to have lost by the end of 2012” – Ovum "Broadcast IPTVs market share is diminishing rapidly,” … particularly in the U.S., which has coined the phrase ✔ cutting the cord to describe users who end long- running, often expensive relationships with big cable TV providers and opt instead for content delivered by the likes of Netflix. -- Oliver Johnson, Point Topic CEO© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 4
  • 4. Cloud Services, Machine to Machine (M2M)Microsoft 365, iCloud, Google Cloud, … •  higher requirements to response time •  higher requirements to network presence   Majority of enterprises or 84% across Europe, the Middle East and Africa (EMEA) consider cloud computing to be a priority and 56% consider it a critical priority over the next 18 months, according to a latest study. (Vmware)   Global software-as-a-service (SaaS) sales are tipped to grow almost 18% year-on-year in 2012, and will continue to increase through 2015. (Gartner)   The transition to Cloud based services such as Amazon EC2, iCloud, Google Cloud, and Microsoft   The number of machine-to-machine Office 365 will contribute over 384 Exabytes (1018 device connections globally will grow bytes) to Internet backbone traffic by 2016. (Cisco to 2.1 billion by 2021, up from 100.4 VNI) million last year, according to new research from Analysys Mason.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 5
  • 5. Entertainment: Internet Video, File Sharing Hulu Netflix Youtube … 91 55 Percentage Share of Percentage of Internet Video in Consumer Traffic(*) Video in Consumer Traffic * Source: Cisco 2011   bandwidth hungry   non-multicastable   sensitive to packet loss (*) Including Video over P2P© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 6
  • 6. city is costly, but it has always been possible to get a return on these investments. Soon ity will be seen to carry more risk than reward. Cisco and others anticipate that by 2015, aeached where the costs of expanding backbone networks will exceed the revenue potential iiirried (Figure 2) . This problem is exacerbated by the shifting of revenue towards content ce providers struggling to capture sufficient revenue from predominantly flat–rate, bandwidth- . g servicewards this technical,d some result fromackbone itionallyreliance on ling n-linear ate thepoint.explore impact.umber of utions thatut, once cientonly a singlemensional Figure 2 - Global Service Provider Revenue versus Investments © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 7 escribe as and platforms that together enable a promising new architectural approach – one that can
  • 7. city is costly, but it has always been possible to get a return on these investments. Soon ity will be seen to carry more risk than reward. Cisco and others anticipate that by 2015, aeached where the costs of expanding backbone networks will exceed the revenue potential iiirried (Figure 2) . This problem is exacerbated by the shifting of revenue towards content ce providers struggling to capture sufficient revenue from predominantly flat–rate, bandwidth- .g servicewards this technical,d some result from ckbone itionally eliance on Increase Revenue through: ling New Business Models: Trusted Aggregator n-linearate the New Partnerships: Content, Applications, Businesspoint.explore impact.umber of utions thatut, once cientonly a singlemensional Figure 2 - Global Service Provider Revenue versus Investments Quality of Experience for Users escribe as and platforms that together enable a promising new architectural approach – one that can Always on-net urn back from the breaking point and efficiently deliver the needed capacity and flexibility. Quality of Support Reduce Cost by:ibiting  Growth,  Efficiency,  and  Profitability   Service Delivery Infrastructure Simplification Dynamic Resource Allocation: Optimal Utilizationce providers must find ways to increase revenue or reduce capital and operational costs from s. Increasing bandwidth, flexibility, and efficiency are critical to achieving both of these goals. n to the majority of service provider backbone networks are slowing or preventing progress in architectural/organizational factors and factors related to the DWDM, optical TDM, and packetnd  Organizational  Factors © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 8rchitectures have evolved over many years to include layers that exist and operate in relative include (as shown in Figure 3):
  • 8. New business models and services© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 9
  • 9. Walled Garden Services + Simple IP Peering for Internet Internet Internet Service Backbone Provider Provider Loose Ecosystem, Internet Connectivity-based Premium Service Provider Internet $ Content Access & $ $ Provider Triple Play Roughly Symmetrical Provider Traffic patterns for Access Services Network Service Provider Closed Ecosystem $ $ $ Quality and Fair Payments + Scale and Openness© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 10
  • 10. Breaks Traditional Internet Peering Business Model Applications Internet Internet and Content Service Backbone Providers Provider Provider Highly Asymmetrical Traffic patterns Premium Internet Content $ Access & Provider $ Triple Play $ $ Internet Provider Service $ Margin Squeeze for Access SP Provider $ $ $ $ $ Money and/or Value Flow Mismatch for Access SP© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 11
  • 11. Applications Internet Internet and Content Service Backbone Providers Provider Provider CDN eases traffic mismatch Premium $ Other party Content $ Internet $ CDN $ CDN and Access & Provider $ Cloud-based Content Triple Play Consumption $ Internet Provider Federated CDN for Service Greater Reach, Better Provider User Experience $ $ $ Money and/or Value Flow Mismatch for Access SP© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 12
  • 12. Applications Internet Internet Cloud-based and Content Providers $ $ $ Global Backbone Backbone $ $ Service Services Provider Cloud-based Provider Services Apps, Content, Resources CDN eases traffic mismatch $ Premium $ Internet Other party Content $ CDN and Access & $ CDN Provider $ Cloud-based Content Triple Play Consumption $ Internet Provider Cloud-based Service $ $ $ Federated CDN for Greater Reach, Better Services Provider User Experience $ $ $© 2011 Cisco and/or its affiliates. All rights reserved. Optimum Value to End-Users Cisco Expo Ukraine ‘ 12 13
  • 13. Source: http://ain.ua/2012/05/24/85751/ В начале 2012 года трафик только EX.UA только через UA-IX составлял около 80Gbps (около 30% общей загрузки UA-IX)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 14
  • 14. •  Ingest to HierarchicalContent Acquirer •  VoD Dynamic Cache-Fill Published Content Internet CDN •  Live Dynamic Stream •  VoD Library Ingest Split •  Live Streams Ingest •  HTTP, FTP, CIFS, NFS, Content •  VoD Prepositioning RTSP Acquirer Content Streamer •  VoD Streaming •  Stream HTTP, RTSP, Management •  Live Streaming RTMP (U-/MCast) Service Router •  Concurrent Multi-Protocol •  High Performance Internet •  HTTP Download & PDL •  Detailed Reporting Streamers •  Global Load Balancing •  Content and LoadService Router Aware •  Content Request Routing •  Subscriber & Network Aware •  HTTP, RTMP, RTSP, DNS •  Integrates with BGP, OSPF © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 15
  • 15. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 16
  • 16. 1x STB 2x STB 3x STB TV service (UAH / month) 25 32 39 Equipment (UAH / month) 13 20 30 Total (UAH / month) 38 52 69© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 17
  • 17. Source: http://tinyurl.com/tablet-usage-growth … and more than 70% of consumers use alternate electronic devices such as tablets, notebook PCs, smart phones, MP3 players and desktop computers to view TV/video content.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 18
  • 18. Source: http://www.sostav.ru/news/2012/10/05/online_market_intelligence/© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 19
  • 19. Before (UAH / month) TV service Equipment Total Income (for 100k)1x STB 25 13 38 60% 2,280,0002x STB 32 20 52 30% 1,560,0003x STB 39 30 69 10% 690,000Total 4,530,000 After (UAH / month) TV service Equipment Total Income (for 100k)1x STB 25 13 38 35% 1,330,0002x STB 32 20 52 20% 1,040,0003x STB 39 30 69 5% 345,000Unlimited 46 13(*) 59 40% 2,360,000Total 5,075,000 Growth (%) 12.0% (*) Assume at least one STB in most cases – for at least one legacy TV set © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 20
  • 20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 22
  • 21. 80% of the time users 19 out of 20 smartphones are within Wi-Fi support Wi-Fi coverage Mostly nomadic use 50% of smartphone usage is already on Wi-Fi 100 % 50% 50% 23% 0% 2010 2011 Sources: Cisco Visual Networking Index, 2011; Bango Inc., February 2011; North Carolina State Univesity, Cisco IBSG 2011© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 23
  • 22. Source:http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 24
  • 23. Hotspot 2.0 Hotspot today Hotspot 2.0 Automatic network selection MCC MNC 802.11u Transparent authentication EAP-SIM/AKA EAP-SIM/AKA Secured air interface A5 802.1x Security: rogue prevention A3/A8 802.1x Transparent roaming Full mobility & portability More details @ http://www.cisco.com/en/US/solutions/collateral/ns341/ns524/ns673/white_paper_c11-649337.html© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 25
  • 24. RF Intelligence ClientLink BandSelect Beamforming: focusing RF energy AP-assisted 5Ghz band selection towards clients • Optimizes RF utilization • Up to 87% throughput improvement • Frees up 2.4GHz space for single band • 20% range increase clients • Tested & validated by • Higher user density CleanAir VideoStream Silicon-based spectrum analyzer Wireless optimized for video • Automatically mitigate impact of • Video quality optimization wireless interference • Resource reservation and streaming • Self-healing, optimization prioritization • Network-wide visibility • Reliable multicast More details @ http://www.cisco.com/go/spwifi© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 26
  • 25. B2C   Bundling WiFi to another service   Premium Hotspot Differentiation More capabilities Reducing customers churn Additional fees or bundling   Guest access   Managed Wireless LAN Market visibility Additional fees or bundling B2SP B2B   WiFi Roaming Agreements   Location-based services   Mobile Offload Wholesale   M2M connectivity   Managed Small Cells   Managed WiFi© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 27
  • 26. Access Points Business Policy / AAA / DHCP / Portal Indoor NAT, Broadband Firewall Network GatewayHome Wi-Fi Office Internet Access & Aggregation Outdoor Wireless Controllers Management & Provisioning Residential Community © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 28
  • 27. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 29
  • 28. * On-site Location * “In-Cloud” Location * Hardwared * Virtualized© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 30
  • 29. Software as a Service enables users to access applications running on a Cloud infrastructure from various end-user devices (generally through a web browser). The user does not manage or control the underlying Cloud infrastructure or SaaS individual application capabilities other than limited user- specific application settings. Platform as a Service enables users to deploy applications developed using specified programming languages or frameworks and tools onto the Cloud PaaS infrastructure. The user does not manage or control the underlying infrastructure, but has control over deployed applications. Infrastructure as a Service provides users with processing, storage, networks, and other computing infrastructure resources. The user does IaaS not manage or control the infrastructure, but has control over operating systems, applica- tions, and programming frameworks.Source: http://csrc.nist.gov/publications/nistpubs/800-145/SP800-145.pdf© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 31
  • 30. Microsoft 365 Cisco Hosted Collaboration SaaS Salesforce Google Apps Google Apps Engine Microsoft Azure PaaS WorkXpress Jelastic Amazon AWS & EC2 ДЦ Парковый IaaS Terrermark Savvis© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 32
  • 31. Pay on Demand   Pay as You Grow   Optimal Allocation of Resources   Seamless Technology Upgrade   Focusing on Core Business Activities© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 33
  • 32. Additional Long-Term Revenue Relationships Market Resources Recognition Optimization© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 34
  • 33. Revenue Increase Churn Market Prevention Visibility© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 35
  • 34. Quality of Experience© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 36
  • 35. Perception: 80% of CEO’s believe their brand provides a superior customer experience Fact: 8% of their customers agree Bain & Co (via FutureLab) ✔ Technology perfection Service and content from ✔ anywhere across all devices ✔ Multi-Tier Support© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 37
  • 36. Technology Perfection© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 38
  • 37.   Efficiency •  shortest / fastest paths •  arbitrary topology   Scalability, security •  paths diversity •  bandwidth •  interaction with applications •  services •  subscribers   Reliability, simplicity •  time of troubleshooting •  time of recover •  time of provisioning© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 39
  • 38. MPLS  Efficiency •  shortest / fastest paths •  arbitrary topology   Scalability, security •  paths diversity •  bandwidth •  interaction with applications •  services •  subscribers   Reliability, simplicity •  time of troubleshooting •  time of recover •  time of provisioning Ethernet© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 40
  • 39. Making profit beyond basic subscriptions Service quality and security Revenue Profitability = ƒ CapEx + OpEx Reduce operational Manage the bandwidth complexity Maximize return from Increase traffic infrastructure efficiency Investments savings© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 41
  • 40.   ASIC (Application-specific integrated circuit) is an integratedMultiprotocol Labels Switching (MPLS) circuit, customized for a particular use, rather than intended for general-purpose No Changes to Forwarding Plane during years use: •  hardcoded for particular algorithmMPLS Transport Profile (TP) •  on-board RAM used only for data, not for code •  cheap in development and manufacturing •  short lifetime 2005 2006 2007 2008 2009 2010 2011   NPU (Network Processor Unit) is an programmable integrated circuit, similar Spanning to general purpose Central Processor Units (CPU): Tree 802.1Qay 802.1aq •  has set of microcoded generic functions like pattern matching, key lookups, (PBB-TE) (SPB) T-MPLS queue management, etc 802.1ad •  can be programmed for any algorithm to execute (QinQ) REP, EAPS, 802.1ah ITU G.8032 •  more expensive RRPP, RRST, than ASIC (PBB) … TRILL •  longer lifetime than ASIC’s one © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 42
  • 41. Multiprotocol Labels Switching (MPLS) No Changes to Forwarding Plane during years MPLS Transport Profile (TP) 2005 2006 2007 2008 2009 2010 2011 Spanning Tree T-MPLS 802.1Qay 802.1aq (PBB-TE) (SPB) 802.1ad (QinQ) 802.1ah REP, EAPS, (PBB) ITU G.8032 RRPP, RRST, … TRILL © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 43
  • 42. Multiprotocol Labels Switching (MPLS) No Changes to Forwarding Plane during years MPLS Transport Profile (TP) Every change in the format of the frame 2005 2009 2010 2011 involves replacement of ASIC-based 2006 2007 2008 Spanning Tree “cheap” equipment 802.1Qay T-MPLS (PBB-TE) REP, EAPS, ITU G.8032 802.1ad RRPP, RRST, … 802.1ah 802.1aq (PBB) TRILL (QinQ) (SPB) © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 44
  • 43. Multiprotocol Labels Switching (MPLS) No Changes to Forwarding Plane during years MPLS Transport Profile (TP) Investment Protection 2005 2006 Inter-vendors compatibility 2007 2008 2009 2010 2011   Spanning Back Compatibility Tree   802.1Qay 802.1aq (SPB) Scalability, Reliability (PBB-TE) T-MPLS 802.1ad   (QinQ) REP, EAPS, RRPP, RRST, … Efficiency, Universality 802.1ah ITU G.8032 TRILL (PBB)   Year-to-Year Cost Reduction © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 45
  • 44. Core Network 15% Access Network 50% Aggregation Network 35% How often you want to reinvest third to half of the network’s cost?© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 46
  • 45. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 49
  • 46. ASR9006 ASR9010 Scalability ASR9022 ASR9001 ✔ ASR903 mid-scale pre-aggregation ME3600CX business access ME3800X business access ✔ Services ME3600X low-scale pre-aggregation ✔ (✔) Ask your dealer for Price special promotions!© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 50
  • 47.   Full featured MPLS LER / LSR o  MPLS L2 / L3 VPN (incl. VPLS) o  MPLS TE / FRR o  MPLS OAM   Ethernet Virtual Connections (EVC) framework   Ethernet OAM o  including Y.1731   Bidirectional Forwarding Detection (BFD)   Network Health Measurement (IP SLA)   IP Routing   IP Multicast© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 51
  • 48. N:1 VLANs Ambiguous IP / PPPoE VLANS (1:1) L3 subI/F Multipoint EVC Routing EoMPLS PW VPLS Bridging EoMPLS PW P2P EVC VLAN xlate EoMPLS PW 1:1, 2:2 1:2 Bridging Multipoint EVC P2P EVC EFPs: VLAN (802.1q/802.1ad) EFPs: VLAN (802.1q/802.1ad)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 52
  • 49.   IOS-embedded diagnostic tool   Sender / responder based   SNMP for polling / traps for signaling   Various parameters to monitor •  Delay (both round-trip and one-way) •  Path (per hop) •  Jitter (directional) •  Connectivity (directional) •  Packet loss (directional) •  Server or website download time •  Packet sequencing (packet ordering) •  Voice quality scores   Supported protocols •  UDP •  TCP •  ICMP •  Ethernet (using E-OAM)   Per class of QoS   MPLS VPN awareness© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 53
  • 50. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 54
  • 51. Ethernet isn’t ew r n els fo o d carrier ok Lo ess m si n transport bu technology… MPLS afford is able techn ology© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 55
  • 52. Happy networking!© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Expo Ukraine ‘ 12 56