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Radisys & Mavenir: Monetizing VoLTE and RCS

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Radisys was joined by Mavenir's Ian Maclean for this informative session focused on how operators can monetize LTE networks beyond basic data plans by delivering Voice over LTE (VoLTE), Rich …

Radisys was joined by Mavenir's Ian Maclean for this informative session focused on how operators can monetize LTE networks beyond basic data plans by delivering Voice over LTE (VoLTE), Rich Communications Services (RCS) and other value-added services.

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  • 1. 1Radisys Corporation ConfidentialWelcome!Today’s Webinar:Monetizing VoLTE and RCSHow to Grow Revenue Beyond Flat-rate Data PlansPresented in partnership with
  • 2. 2Copyright© 2013 - Radisys CorporationTopics LTE Services• Trends and Opportunities inVoLTE, RCS, and beyond• Strategies to attract subscribersand grow revenues IMS Architecture• Technical foundation for VoLTE and RCS• Role of Media Resource Function (MRF) MetroPCS Case Study• World’s first VoLTE deploymentSpeakersModeratorIan MacleanVice President,Strategy and MarketingMavenir SystemsRayAdensamerSenior Manager,Product MarketingRadisysAdnan SaleemChief ArchitectRadisys
  • 3. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCSHow to Grow Revenue Beyond Flat-rate Data PlansIan Macleanmarketing@mavenir.comVice President, Strategy & MarketingMavenir SystemsMay 14, 2013Partnering with:
  • 4. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageLeader in VoLTE & RCS – Transforming Mobile NetworksFocus Accomplishments Solutions Customers• Transforming mobileoperator networks• Solving deploymentchallenges throughinnovation & flexibility• Accelerating Time-to-Market• First Mover status forVoLTE & RCS• Created mobile centricIMS solutions• Leader in convergencebetween generations oftechnology• Wide breadth ofportfolio includingapplications, core &key enablers• Voice & Video• Enhanced Messaging• IMS Core, Applications,& Unified Access GW• Virtualized IMS• Cloud Services• Early Adopters• Innovators• Mobile Operators• 3 of top 5 operators inNorth America• 4 of top 5 operators inEuropeFIRST in-service IMS-basedmobile voice over Wi-Fi – T-MobileFIRST commercial VoLTE launchglobally – MetroPCSFIRST commercial RCS 5.0 launchglobally – MetroPCSMonetizing VoLTE and RCS Webinar 45/14/2013
  • 5. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageLTE Market UpdateLTE OnlyLTE + RCSVoLTE + RCSMonetizing VoLTE and RCS Webinar 5Source : Wireless Intelligence, 2013050100150200250Commercial LTENetwork LaunchesSource: GSA Evolution to LTE report 11/2/12The faster data networks have created an opportunityfor additional services beyond the offering of mobilenetwork operators. (The OTT Model)5/14/2013
  • 6. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 6A Compelling Event… the Need for VoLTE & RCSLTECostLTE spectral efficiency significantlyimproves cost per megabitSpeedLTE speeds provide optimum userexperience for data hungry mobileapps and servicesVoLTE2G/3G Service ParityLTE support for Voice & SMS(VoLTE) and mobile services (IN)InteroperabilityVoLTE provides globalinteroperability and roaming, androaming between coverage areasRCSOTTFully interoperable & reliable like-for-like rich services competitivewith Skype, Whatsapp, etc…3G LTEFaster Data Network First Gen 4G Devices High latency call setup (CSFB) Separate Voice/Data Battery Life (DR Devices)Better Voice Network Next Gen 4G Devices Low latency call setup Simultaneous Voice/Data Battery Life (SR Devices) Service Paucity (2G/3G UserExperience)Richer User Experience Broad 4G Device Ecosystem Single Mobile Identity HD Voice & Video Real-time multi-media messaging Reliability & QoS5/14/2013
  • 7. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 7Polling Question 15/14/2013What is the market status for VoLTE & RCS Solutions?a) VoLTE & RCS are table stakes and will be deployed by mobile operatorsglobally.b) VoLTE is table stakes, and RCS will be deployed only if there is a positivebusiness case.c) VoLTE & RCS are optional, where the alternative is to provide InternetService Provider (OTT) solutions.d) I don’t know.
  • 8. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 8The Need for IMS-based VoLTE and RCS2G/3GCore NetworksService Parity MSC Features IN ServicesInfrastructure Re-use Pre & Postpaid Billing Subscriber DBsSimplify Deployments Service Synchronization Network UpgradesBackwards Compatibility Single Number Routing SMS/MMS InterworkingInvestment Protection Common SW Platform Cloud Computing Migration4GCore Networks5/14/2013
  • 9. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 9The New Minimum User ExpectationsOTT providers have raised the standard for what is anthe minimum set of user expectations.OTTs are providing a more rich and diverse set offeatures: IP Voice Calling IP Video Calling Sharing while on a voicecall (e.g., see what I see…) Progressing from voice tovideo call Network Address Book Video Mail / Messaging Multi-device andPresence File, contact, andlocation sharing5/14/2013
  • 10. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 10Mobile Operator’s Opportunity: Unifying the UXVoiceVideoVASMessagingPhonebookWi-FiCallingVideoCallingContentSharingContactPresenceEnrichedChatStatus Quo: A highly fragmented user experience.RCS provides a unified experience for multi-facetedcommunication in a single platform.5/14/2013
  • 11. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 11Mobile Operator’s Opportunity: Innovation & Mash-upsIM/Chat CommunityWeb Messaging /Message StorageMobile VoIP & VideoMulti Device DeliveryThe combined set plus:Single NumberSingle Integrated AppQuality of Service (QoS)Carrier Grade ReliabilityHD Voice & VideoGlobal interoperabilityFederation with OTTOTT Providers’Current OfferingMinimum User ExpectationsVoiceMessagingDataMobile Operators’Current OfferingInnovationMobile operators’ opportunity liesin using RCS as a foundation toinnovate beyond the expectedfeature set and deliver a superior,superset of services. (FacebookChat Heads)Mash-ups:Through strategic partnerships,operators can create experiencestailored to specific groups ofusers. (RCS+Enterprise)RCS & Joyn need to be used to create something unique that improves the user-interaction model.5/14/2013
  • 12. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 12Polling Question 25/14/2013What monetization opportunities do you see forVoLTE & RCS?a) Operators will be able to charge more for improved voice and messagingservices.b) Operators will open their networks to 3rd party app developers to use theirVoLTE & RCS services to generate revenue through new and innovativeservices.c) Operators will federate their own IP communication services byinterworking with Internet Service Providers (OTT) to share revenue.d) I don’t know.
  • 13. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 13Beyond VoLTE & RCS… Monetizing 4G Investments• Fixed NGN• Business ISDN• EnterpriseNetworkConsolidation• SMSC Replacement• MMSC Replacement• Voice Mail Replacement• IM Chat (1:1, Group)• File Transfer / Image Share• Video Share / Video Mail• HD Audio• Video Calling• Video ConferencingRevenueGeneration• Voice over WiFi• Voice over HSPA+• Open Networks (OSA)New ServiceModels• Unified Communications• Cloud Storage• WebRTCVoLTE RCS• Cloud Computing• Cloud Computing• Infrastructure Re-useCostOptimization5/14/2013
  • 14. 14Copyright© 2013 - Radisys CorporationTopics LTE Services• Trends and Opportunities inVoLTE, RCS, and beyond• Strategies to attract subscribersand grow revenues IMS Architecture• Technical foundation for VoLTE and RCS• Role of Media Resource Function (MRF) MetroPCS Case Study• World’s first VoLTE deploymentAdnan SaleemChief ArchitectRadisys
  • 15. 15Copyright© 2013 - Radisys CorporationAdvantages of VoLTE and RCS Reduced Cost and Complexity of Network• Single All IP Network for Voice, Video, and Data• IMS Core Network enables Resource Sharing Eliminates the Need for 2 Separate Networks• Initially Circuit Switched Fallback, But Migrating to all IP• Reuse of IMS Core Network for Resource Sharing Unified Services via VoLTE and RCS• Common IP Network with IMS Simplifies Unified ServicesInnovations, Multiple Applications with Common Media Monetizing Enhanced Value Added Services Counter or Collaborate With Over the Top Services
  • 16. 16Copyright© 2013 - Radisys CorporationMRF in LTE IMS CoreServices inPacket Data NetworkGPRS CoreEvolved PacketCoreMbRxISCMr’/CrMrASCSCFPGWSGWMMESGSN HSS PCRFeNodeBRNCBSC2/2.5G(Getran)3G(UTRAN)4G/LTEIMSCoreInternetCorporate IntranetsMRF Multiple Applications• (MMTel AS, RCS AS, Conferencing) VoLTE/RCS and 3GPP Standards Compliance Scalable HD Video and Transcoding for MassDeployment, Multiple Device Types MRF Reuse Across Multiple Media ApplicationsAS
  • 17. 17Copyright© 2013 - Radisys CorporationMRF in 3GPP IMS Architecture
  • 18. 18Copyright© 2013 - Radisys CorporationMRF Use Cases beyond VoLTE Some VoLTE pt-to-pt calls using same codecTypically Do Not Require MRF However, Many VoLTE, RCS, and MMTel ServicesRely on Media Resource Function (MRF)• Basic Network Services– Network Announcements, Collecting Digits– Video Calling / Video Share– IP-to-IP transcoding(e.g. AMR-WB <-> AMR-NB, H.264 <-> VP8 for WebRTC)• Revenue-Generating VAS services– Ringback Tones or Adverts– Messaging (record and playback)– Multimedia Conferencing– And many more….Source:Seeing through the Cloud.A survey of mobile operators’ views on the evolution of the mobile core.,Monica Paolini, Senza Fili Consutling, Feb 2013
  • 19. 19Copyright© 2013 - Radisys CorporationMRF Characteristics in VoLTE End to End IP (No CS Domain Voice)• Increases and Exposes Network Bandwidth Variability from End TerminalsDirectly to IMS Core Network and MRF (i.e., no Traditional CS-IP MGW) Key Aspects of MRF in LTE and non-LTE Deployments• IMS-based All-IP Voice and Video (multiservice MRF)• Service Continuity with Legacy 2G/3G Handsets (via IMS GWs)• High Availability with Low Latency and Jitter (media quality)• New Services for Increased Revenues (app-independent MRF reuse) MRF: Essential Resource for VoLTE Supplementary Services• Network voice services (Ann, IVR, RBT)• Two-way or Multi-party (conferencing)• Voice Quality for IP Mobile Environment• Media Recording / Legal Intercept• Media Transcoding / Adaptation
  • 20. 20Copyright© 2013 - Radisys CorporationTrends and Impacts on MRF DesignLTE Device EvolutionLTE Device Evolution More Devices, Increasing Capabilities Wideband Audio Codecs High-end Video H.264 Video (Baseline to High Profiles) OTT Media Codecs, Eg: VP8, OPUS Wideband and UltraWideband Audio Codecs … with dynamic transcoding / transratingLTE MRF Requirements768kbps – 3 Mbps(Synchronous up/down)384 kbps – 768 kbps(Synchronous up/down)3+ Mbps (HD)64 kbpsAudioNarrowband -> Wideband -> Full BandVideoSmall Screens & Low Bitrates-> HD / UHD High FrameratesGSMA IR.92 GSMA IR.94
  • 21. 21Copyright© 2013 - Radisys CorporationTrends and Impacts on MRF DesignMobile Data BandwidthMobile Data Bandwidth Broadband, but highly variable QoS and Policy Enforcement Support for 2-way Interactive Services Support for 1-way Streaming Services Dynamic Rate Adaptation, Adaptive Bitrates Policy Enforcement Functions via PCRFLTE MRF RequirementsBandwidthtimeEvolvedPacketCore NetworkPolicy ControlResource Function(PCRF)2-way (RTP, RTCP)LTE PacketRadio Access NetworkIMS Core4G IP Handsets (IPv6)MultimediaContent1-way (HTTP, RTMP, RTSP)ASRadisysMedia Resource Function(LTE IMS MRF)
  • 22. 22Copyright© 2013 - Radisys CorporationTrends and Impacts on MRF DesignMobile ApplicationsMobile Applications Growing 3rd party applications and cloudservices based on network MRF services,exposed by Open APIs Network-based MRF under3rd party network and device applications Growing interest in MRB(Media Resource Broker)LTE MRF Requirements3rd PartyNetworkApplicationsDeviceApplicationsNetworkMRFResourcesNetworkMRFResourcesEvolvedPacketCore NetworkLTE PacketRadio Access Network IMS CoreCSCFMedia Resource Broker(MRB)ApplicationServer(s)MRFResourcePoolRadisysMedia Resource Function(LTE IMS MRF)3rd PartyApplicationServer(s)OpenApplicationAPIsOpen Application APIsOTT andEnterpriseNetworksWebRTC
  • 23. 23Copyright© 2013 - Radisys CorporationWebsocket,JSEP, RESTBrowser PlatformRTP/RTCP / SRTPMedia InterworkingWebRTC – SIPControl InterworkingOTT/WebRTC – IMS Core NetworkWebRTC – IMS Services InterworkingCarrier IMS NetworkInternet OrEnterpriseNetworkLTE Access(VoLTE &Video)IMS ConfApp SrvrMRFCSCFWeb AppWebRTC GWOTT NetworksGoogle, Facebook, …HSSMMTel IMSSIP ClientsWebRTCClientsIMS AuthRegisterOTT AuthRegistrationConnectorsWebRTCWebsockets SIP(IMS)SIP(IMS)RTP/RTCPSRTP RTP/RTCPSRTPCSCFIMSSIPWebRTC ClientApplication(HTML5 / JavascriptWebRTC APIsBrowser / MediaAccessWeb ServerWebRTC/HTML5 AppAuthenticationOTT Network ConnectWebRTCWebsocketsRTP/RTCPRTP/RTCPSRTPUser Auth & WebRTCClient ApplicationIMS SIPRTP/RTCPWeb App PortalSub IdentityGW
  • 24. 24Copyright© 2013 - Radisys CorporationIMS Services Core forVideo VAS and ConferencingMobileLaptopIP WANTabletCorporateIP VPNIMS Services CoreSmallScreenVideoHDVideoCorporateHD VideoWireline BroadbandDSL, CableHD MCUApplicationServer (AS)SmartphoneHomeOffice(SMB)OfficeDesktopHeadOfficeTelepresenceMobile Broadband4G/LTE, WiFi, HSPAMedia ResourceFunction (MRF)VideoContent/StorageCall State ControlFunction (CSCF)HSS/PCRFEnterpriseUC
  • 25. 25Copyright© 2013 - Radisys CorporationCloud Media Processing for 3rd party Developers toExtend IM/Presence with Multimedia ConferencingMPaaSCloudCommunicationsServiceIP AccessLTEMobileInternet,IP VPNConferencingApplicationWeb-based APIsCloudCustomer CareServiceCustomer CareSaaS Application“Click to Conference”RequestCustomer CareInteractive Web SessionReal-time 3-wayVideo Conferencing Session
  • 26. 26Copyright© 2013 - Radisys CorporationTopics LTE Services• Trends and Opportunities inVoLTE, RCS, and beyond• Strategies to attract subscribersand grow revenues IMS Architecture• Technical foundation for VoLTE and RCS• Role of Media Resource Function (MRF) MetroPCS Case Study• World’s first VoLTE deploymentIan MacleanVice President,Strategy and MarketingMavenir Systems
  • 27. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMetroPCS Case StudyIan MacleanVice President, Strategy & MarketingMavenir SystemsMay 14, 2013Partnering with:
  • 28. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageVoLTE and RCS are here!Dallas, Texas – 7th August, 2012First Commercial VoLTE service launchedDallas, Texas – 31th October, 2012First Commercial RCS 5.0 service launchedDelivered IMS Core and TelephonyApplication ServerDelivered commercial RCS service in lessthan 90 days with Rich Messaging andPresence ServersMonetizing VoLTE and RCS Webinar 285/14/2013
  • 29. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageLive MetroPCS RCS 5 serviceMonetizing VoLTE and RCS Webinar 295/14/2013
  • 30. Mash-ups and Mass AdoptionNon-Telephony: We anticipate RCS mash-ups will create unique anddifferentiated services tailored for the Operator’s end users RCS + Gaming: RCS + Enterprise RCS + Customer Care Enhance customer care experience with video capabilities or access toreal-time sharing of information/troubleshooting RCS + Multimedia Share music playlists instantly with friends RCS + FinancialTelephony: We project linking RCS services with OTT appcommunities will create the ubiquity needed for mass adoption Video Call Enriched Chat PresenceSource : GSMA RCS Feb 26, 201330
  • 31. 31Thank You for Attending…Ian MacleanVice President,Strategy and MarketingMavenir SystemsAdnan SaleemChief ArchitectRadisysadnan.saleem@radisys.com~Please fill out our short survey~We Value Your FeedbackPlease join us for the next webinars in this series -11am ET:Tuesday, June 11 – Living Up to the 3Cs:Capacity, Coverage & Customer SatisfactionThursday, July 11 – The Telecom Cloud: CriticalDeployment StrategiesRegister: www.radisys.com/Transform

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