Successful Strategies & Market Drivers for Mobile Value Added Services


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At VAS India 2012, Radisys' Simon Miles discussed mobile service trends in India and the need for mobile VAS services.

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Successful Strategies & Market Drivers for Mobile Value Added Services

  1. 1. Successful Strategies & Market Drivers for Mobile Value Added Services Simon Miles Director of Sales Engineering
  2. 2. Leveraging our ExpertiseSolutions to Expand and Optimize Network Capacity Protocol Software 60-70% Market Share ATCA Systems Embedded Wireless Media Servers ~40% ATCA Market Share Infrastructure 50-60% Market Share COM Express / Rackmount Server Solutions Professional Services Radisys Corporation Confidential 2
  3. 3. Company Highlights Market Leader:  ATCA Platforms  IP Media Servers  Trillium LTE / Femto SW  Professional Services Growing Billion Dollar Markets Top Tier Global Customers Acquired Continuous Computing New CEO and Combined Leadership Team Radisys Corporation Confidential 3 3
  4. 4. Internet Protocol Media Server PlatformProducts Hardware and Software solutions for improving conferencing quality & adding new features Powerful, multi-service platforms for manipulating voice, video & images real-time Market leader: 50-60% market shareApplications Audio & video conferencing Internet Protocol video Transcoding to enable transmission of multiple video formats Ring back tones Voice functionality for fourth generation networks (VoLTE) Radisys Corporation Confidential 4 4
  5. 5. Video Calling Video Calling Today Video Calling Tomorrow LTE + IMS Device Silos Breaking Silos  iPhone: Facetime-to-Facetime ONLY  Ubiquitous video calling  Skype breaking silos  Interworking = MRF transcoding WiFi Access 3G/LTE Access  Limited Mobility, hotspot bound  Ubiquitous mobility Internet Core EPC + DPI  Best effort, no QoS  Conversational managed QoS  Infrastructure in Place:  Operators’ Opportunity  Smartphones, Tablets, etc.  Beyond a Bit Pipe  3G / LTE networks  ARPU Generator Radisys Corporation Confidential 5
  6. 6. Observations: Mobile VAS in India  Broad adoption of audio VAS services in 2G mobile  Indian operators have purchased 3G & BWA spectrum • Infrastructure investments underway • 3G mobile subscribers are slowly signing up  3G offers subscribers… • Higher data bandwidth • Improved video services  Challenge: 3G bandwidth growth > data plan revenue growth Radisys Corporation Confidential 6
  7. 7. Sustained Growth“Indian mobile phone applications are booming,with some predictions suggesting the India-specific market could be worth close to $4B inthe next few years.Production of apps covering everything fromtransport fare checkers to how to put on a sarihas grown from small premises in Indias citiesto large-scale operations based around theworld, and investors are keen to help them growfurther.” Rajini Vaidyanathan reports from MumbaiBBC Website on Sunday GSM Subscribers - Source : Radisys Corporation Confidential 7
  8. 8. Solution to 3G Revenue Growth Solution to revenue growth is “interactive” 3G video services • Video Ring Back Media Services • Interactive Voice and Video Response (IVVR) • VoD and Mobile Broadcast TV • Video Advertising • IVVR for Mobile Coupons • Video Conferencing • Video Messaging Unique, differentiated interactive video VAS will increase ARPU • Incremental to monthly 3G data plan revenues • Premium apps associated w/ premium data plans Radisys Corporation Confidential 8
  9. 9. Traditional VAS Platforms Radisys Corporation Confidential 9
  10. 10. VAS in IMS / NGN Networks Application Server Functions Service Specific Service Subscriber Logic Database & Mgt. Web Interface Media Server Call Signaling Charging Selection & I/F Interface Interface IP Media Server Functions Play Record DTMF Conference Audio files Audio files Detection Video Play Record Conference Conference Video files Video files Video switched Video mixed Speech Send Fax Receive fax Text-to-Speech Recognition Audio Video Codecs Transcoding Transcoding Radisys Corporation Confidential 10
  11. 11. VAS in IMS / NGN NetworksDeployment Benefits & Differentiators Technical Benefits:  Designed for IP networks  Independent scalability  Less equipment to manage • Lower CAPEX and OPEX  Multimedia platform • VoIP, Video over IP • TDM Voice and 3G-324M via Gateway Business Benefits:  Decreases time to revenue  Increases ARPU Multiple VAS  Reduces churn Radisys Corporation Confidential 11
  12. 12. Delivering 3G Mobile Video Services inIndia Challenges and Solution Challenges  Packet bandwidth limitations in central IP core networks  Price-sensitive market  Not everyone in India owns a smartphone Solutions  Economic alternative is 3G-324M • Circuit-switched 64 kbps video telephony standard • Adopted by 3GPP for 3G mobile video telephony  Benefits of 3G-324M video for India • Economical (relative to packet-switched video) • Compatible with 3G mobile feature-phones Radisys Corporation Confidential 12
  13. 13. IP-based NGN Architecture for3G-324M Mobile Video Services Radisys Corporation Confidential 13
  14. 14. 3G Mobile Moving Toward4G/LTE Mobile (end-to-end Mobile IP) IP Service Platforms give you path for the future • Radisys Media Servers compliant with IMS MRF requirements • We support Video over IP today! • We support future 4G/LTE architectures today! 3GPP Moving Towards End-to-End IP Radisys Corporation Confidential 14
  15. 15. 3G-324M VAS Case Study: Planet41 Planet41 is Telecom service company based in Mumbai GO3™ is an interactive video calling application platform  Supports wide range of interactive video services, including live and “on demand” video  Supports both 3G/UMTS and IP networks GO3™ is based on the highly successful…  SIP multimedia application platform, integrated with…  Radisys Media Server for 3G-324M video media processing Example services include:  Indian Idol, news updates  IVVR Devotional Application Two PoC deployments so far:  1st uses E1 integration  2nd base on IP integration Radisys Corporation Confidential 15
  16. 16. World-Acclaimed Trillium SoftwareProduct World’s Leading Protocol Software for Processing of Wireless & Wireline Signal - Unmatched architecture flexibility - Provides data & control plane functionality All Top 10 Telecom Equipment Manufacturers use Trillium - Provides opportunity to cross sell other assets and applicationsApplications Signaling protocols - Fourth Generation Wireless Network (LTE) - Third Generation Wireless Network (3G) - Femto and Small cell High availability framework - Enabling 99.999% reliability - Patented Technology Self Organizing Networks Radisys Corporation Confidential 16
  17. 17. LTE Small Cells  60+ LTE/3G Small Cell Licenses  10+ Silicon Ecosystem Partners Our Focus: Small Cells Macro Capacity Micro / Pico Greater Femto Femto Coverage Radisys Corporation Confidential 17
  18. 18. Summary  Migration to 3G mobile networks is underway  Recovery of 3G spectrum and network investments will take time  The solution for accelerating 3G ROI is VAS offerings  3G mobile network technology brings opportunity to differentiate with video-based VAS  Radisys Integrated Mobile Media Server (IMMS) is a new approach  Delivers benefits over traditional TDM service platforms  Supports audio, 3G-324M video, and Video over IP VAS on same platform  Migration path to 4G/LTE in future  Radisys has growing list of partners developing on IMMS  Radisys has growing list of customers deploying IMMS  Radisys is ready to help you in India … Radisys Corporation Confidential 18
  19. 19. The World-Famous Trillium Poster New and Improved…. Radisys Corporation Confidential 19
  20. 20. Thank You! Questions? Please visit us in the exhibitor halls during VAS India 2012Simon MilesDirector of Sales Engineering Radisys Corporation Confidential 20