Converged Mobile Services – Extending Content and ...


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  • Converged Mobile Services – Extending Content and ...

    1. 1. Converged Mobile Services – Extending Content and Applications seamlessly across WLAN & 3G Networks Wi-Fi Business Development Summit October 2005 © 2005 Tatara Systems, Inc. All Rights Reserved
    2. 2. Tatara Is Gaining Mobile Convergence Market Leadership Through Continued Execution <ul><li>Focused exclusively on mobile convergence </li></ul><ul><ul><li>Founded in 2001 and staffed by experienced team of communications veterans </li></ul></ul><ul><ul><li>Platform delivers services today with graceful transition to the future </li></ul></ul><ul><ul><li>Recognize that true convergence is more than just voice </li></ul></ul><ul><li>Tier 1 investor partners </li></ul><ul><ul><li>Fully funded to profitability </li></ul></ul><ul><li>Performing with key customers </li></ul><ul><ul><li>Close partnerships solving real business problems </li></ul></ul><ul><ul><li>Operational (7X24) and delivering services revenue today </li></ul></ul>
    3. 3. Mobile Convergence Is Occurring In Stages 2005 2006 2007 2008 2.5G 3G 4G Wi-Fi 802.11 Wi-Fi 802.11 g/a Wi-Fi 802.11 e/i/n WiMAX Mobile Office Network Convergence Device Convergence Services Convergence Performance Device Cost Mobile Applications & Content Fixed Mobile Convergence Handset & Laptop & Blackberry & Desktop Phones Dual-mode Smartphones & Laptop Converged Devices Coverage Performance
    4. 4. Mobile Convergence Drivers Broadband Wireless Networks Converged Mobile Devices Mobile Applications & Content Mobile Convergence
    5. 5. Key Provider Capabilities to Deliver Successful Mobile Offerings Availability of Devices <ul><li>Services across a variety of devices </li></ul><ul><li>Feature consistency across platforms </li></ul><ul><li>Attractive pricing for multimode devices </li></ul>Mobile Content & Apps <ul><li>Mobilizing Content that is useful </li></ul><ul><li>Optimized based on network </li></ul><ul><li>Value added or exclusive vs. alternatives </li></ul><ul><li>Easy to access w/ connectivity </li></ul>Value Add Services Basic Connectivity Ultimate Mobile Winners will deliver compelling and cost effective packages: connectivity, content or bundled Access to Robust Network(s) <ul><li>Ubiquitous coverage </li></ul><ul><li>High performance (low latency/ >200kbps) </li></ul><ul><li>Ability to support in real time </li></ul>Mobile Operators Remote Access Players Web Players Traditional Brands Wi-Fi Aggregators Insurgents <ul><li>Established relationships/ installed base </li></ul><ul><li>Deep understanding of targeted market </li></ul><ul><li>Ability to differentiate and support solutions </li></ul>Channel to Market
    6. 6. Mobile Network Operator: Mobile Office Expansion Handset Laptop/PDA 3G data card Embedded Wi-Fi Mobile Connect App + Basic Mobile Professional or “Prosumer” Package Coverage Expansion Expand Coverage Planes International Hotels/ Airports/etc. Additional Footprint <ul><li>Branded services expansion </li></ul><ul><li>Differentiated services/ Rapid ROI </li></ul><ul><li>Logical addition to core mobile offering </li></ul><ul><li>Leverages 3 rd party business relationships </li></ul>“ New” services $ Enable Services Offer Content via Datacards Enterprise Mobility FMC Thick vs. Thin Delivery Options & LBS Converged Mobile Messaging or Based on performance or commercial Extend Reach of Services MNO or MVNO with Tier 1 MNO relationship can offer true FMC Choice of who controls identity to deliver seamless services & user experience Independent of network or location Improved Security & Ease of Use Limited Wi-Fi Roaming Improved Customer Satisfaction Support & Diags Fast & Reliable Connections Simple Consistent U/I Secure Auth
    7. 7. Web/ Established/ Insurgent Content & Applications Providers Racing To “Mobilize” Application Mobile Device Embedded Wi-Fi + Voice Package Example Differentiate & Productize Offering <ul><li>Branded services expansion </li></ul><ul><li>Differentiated services/ Rapid ROI </li></ul><ul><li>Logical addition to core VoIP offering </li></ul><ul><li>Leverages 3 rd party business relationships </li></ul><ul><li>Stake leadership claim in emerging mobile market </li></ul>Broaden Markets Expand To Non-PC Devices Content Beyond Voice Branded Expansion Bundled Wi-Fi Access Included with Skype Out Offering Over 3G Any Broadband Connection Improved Security & Ease of Use Support & Diags Fast & Reliable Connections Simple Consistent U/I Secure Auth New Services Enhanced Product New Revenue
    8. 8. End User Attributes Of A Superior Offering <ul><li>Broad Coverage </li></ul><ul><li>In buildings/ planes/ international </li></ul><ul><li>Best cost routing options </li></ul><ul><li>Public & Private networks </li></ul><ul><li>Easy To Use </li></ul><ul><li>Single branded experience </li></ul><ul><li>No configuration/ NAT/ Firewall issues </li></ul><ul><li>Seamless applications across networks </li></ul><ul><li>Reliable and fast connections </li></ul><ul><li>High Security </li></ul><ul><li>Proven authentication mechanisms </li></ul><ul><li>Protection of credentials and data </li></ul><ul><li>Integration with legacy authentication, billing, accounting and customer care systems </li></ul><ul><li>Compelling Services </li></ul><ul><li>Handset features to laptop data card </li></ul><ul><li>(i.e. Content, converged mobile messaging) </li></ul><ul><li>Intelligent decisions: thin vs. thick delivery options, QoS </li></ul><ul><li>Enable location based services & content </li></ul><ul><li>Presence Management </li></ul><ul><li>Single identity across network of choice </li></ul><ul><li>Select identity across multiple devices </li></ul><ul><li>(i.e. 3G data card & handset) </li></ul><ul><li>Managed identity could be 3G or other </li></ul><ul><li>Real-time Operations & Support </li></ul><ul><li>Issues resolved via single call to home carrier </li></ul><ul><li>Single bill </li></ul><ul><li>Real-time network and device information </li></ul>Content : Opportunities to differentiate beyond basic connectivity
    9. 9. Mobile Connectivity And Presence Management Across Access Networks 3G Infrastructure Cellular Home Office WLAN Public Wi-Fi Hotspots Service Provider <ul><ul><li>Secure Tunnel to Device (SSL & IPsec) </li></ul></ul><ul><ul><li>Secure Authentication & Services Control </li></ul></ul><ul><ul><li>Presence & Identity Management </li></ul></ul><ul><ul><li>Extension of 3G & Enterprise Capabilities </li></ul></ul><ul><ul><li>Flexible Billing </li></ul></ul><ul><ul><li>Robust Visibility & Reporting </li></ul></ul><ul><ul><li>Content Delivery </li></ul></ul>Remote Office Headquarters Enterprise WLAN Wireless WAN Internet SOCC PSTN Internet Converged Mobile Services Packet Core SIP (  IMS Core) IP Apps & Content OSS/BSS Systems
    10. 10. Secure, Fast, Integrated Access and Mobility ISP Service Provider <ul><li>DHCP; get IP address </li></ul><ul><li>Open SSL/IPSEC tunnel </li></ul><ul><li>Authenticate user </li></ul><ul><li>Authorize & Signaling for data service(s) </li></ul><ul><li>Data transfer </li></ul><ul><li>Accounting </li></ul>HLR 1. 2. 3. 4. 5. (LDAP) Service Authorization Customer Care Billing/ Mediation Accounting/ Reporting 6. Internet Access Controller Data Transfer < 1 second Content Servers Media Gateway Messaging
    11. 11. Expanding Existing Service Offerings By Extending Content and Services Ethernet <ul><li>Content & Services: </li></ul><ul><li>Any IP Network </li></ul><ul><li>Any Device </li></ul><ul><li>- One Phone Number </li></ul>WiMax Wi-F i Seamless “One Number” Services Across Networks Mobile WAN Interne t Enables Carriers To Offer A Differentiated Service Providing Users Expanded Messaging Capabilities Mobile Carrier’s Core Network
    12. 12. Access to 3G Applications / Service Catalog over IP “ Content Services” Over IP Send APN Get subscriber data Establish PDP context Content transfer 3 1 4 2 6 GGSN 7 5 Content transfer <ul><li>Example: Access to GPRS applications over Wi-Fi </li></ul><ul><li>Consistent User Experience </li></ul><ul><li>Leverage content relationships and existing WAP service catalog </li></ul><ul><li>e.g. Ringtones,WAP/Web applications, </li></ul><ul><li>QoS-aware content download (thick vs. thin based upon bearer) </li></ul>Content transfer WAP Server H L R A A A
    13. 13. Key Content Delivery Challenges XML XML/SIP LDAP SS7 MAP SSL/TLS/IPSec tunnel SIP/XML messages Content Provider Content Management Platform IPTV HLR OSS/ BSS Voice 1 1. SIM authentication Location Services Games 2 2. Service authorization 3 3. User requests content 4 4. Request session state information (identity, network, device, QoS, location, etc.) 5 <ul><li>5. Update to Content Management system on session state </li></ul><ul><ul><li>If allowed, start content </li></ul></ul><ul><ul><li>Not allowed, recommend alternatives </li></ul></ul>6 6. Secure delivery of services through NAT/Firewalls
    14. 14. Intelligent Real-time Content Delivery Mechanism Public Wi-Fi Hotspots Video Download Inquiry Video streamed to subscriber Video not recommended; Option to view clip with location of network with sufficient bandwidth Two Users Request Streaming Video Content Real-Time Network/Session Information Session Management Device Network Identity QoS Preferences Service Location Presence
    15. 15. Thick/Thin Content Delivery Content Location Content Management Platform Establish network connection over 3G Tunnel over 3G Request content by clicking on a link Query Bandwidth for user BearerInfo Request (user ID) BearerInfo Response (user ID, 3G/Wi-Fi/Failure) Send Notification “Wi-Fi network available. Use that for an enhanced experience” Establish network connection over Wi-Fi Tunnel over Wi-Fi Request content by clicking on a link Download narrowband content (e.g. ringtone) Query Bandwidth for user BearerInfo Request (user ID) BearerInfo Response (user ID, 3G/Wi-Fi/Failure) User views streaming content Display session statistics Present narrowband content link Query Bandwidth Response Present wideband content link Query Bandwidth Response Convergence Gateway
    16. 16. Real-time Customer Support And Marketing Data <ul><li>Real-time Connection Data </li></ul><ul><li>Troubleshoot Problems </li></ul><ul><li>Network Monitoring </li></ul><ul><li>SLA Auditing </li></ul><ul><li>Usage & Fraud Detection </li></ul><ul><li>Business Analytics Reporting </li></ul><ul><li>Performance Results </li></ul><ul><li>Customer Usage Patterns </li></ul><ul><li>Roaming/ Peering Data </li></ul><ul><li>Categorize Users </li></ul>Top 10 Partner Hotspots with Wi-Fi Service Issues Time (sec)
    17. 17. HSDPA Tatara’s Mobile Services Convergence Platform Tatara Subscriber Gateway Services Operations Control Channel UMTS EV-DO DSL Wi-Fi GSM CDMA Cable Fiber to x <ul><li>Secure connection to “home” network </li></ul><ul><li>Low overhead for control traffic </li></ul><ul><li>Bearer for key applications (Voice/ SMS) </li></ul><ul><li>Valuable marketing & support data </li></ul><ul><li>Carrier grade centralized element </li></ul><ul><li>Highly scalable </li></ul><ul><li>Flexible with high performance </li></ul><ul><li>Tracks subscriber presence & location </li></ul><ul><li>Tatara SDK or thin client </li></ul><ul><li>Offers users consistent and easy U/I </li></ul><ul><li>Branding opportunity for provider </li></ul><ul><li>Monitors sessions and performance </li></ul>Tatara Client Tatara Subscriber Gateway (TSG) SDK Tatara Mobile Services SDK Tatara Service Manager Application Service Provider’s Central Office Client Devices
    18. 18. Summary: Service/Content Delivery, What’s Needed? <ul><li>Service Providers are positioned to deliver compelling and differentiated services.  </li></ul><ul><ul><li>Service/content mobility between cellular and IP access networks and multiple device types (e.g., laptop, PDA) </li></ul></ul><ul><ul><li>Leverage existing networks and provide a graceful evolution to future architectures </li></ul></ul><ul><li>Fast network detection </li></ul><ul><li>Reliable, fast, and secure network authentication </li></ul><ul><li>Service authentication </li></ul><ul><li>Integration with legacy authentication, billing, accounting and customer care systems </li></ul><ul><li>Secure delivery of content through NAT/firewalls </li></ul><ul><li>Real-time information on the network and device </li></ul><ul><li>Intelligent network decisions on content delivery (thick/thin, bandwidth, QoS) </li></ul>
    19. 19. Contact Information 35 Nagog Park Acton, MA  01720-3440 +1 978.206.0838  direct +1 978.771.3971  mobile +1 978.206.0888  fax [email_address]     Jonathan Morgan Vice President Product Management