IP Multimedia Subsystem (IMS): The Market for Applications and Services 2011 - 2016

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IP Multimedia Subsystem (IMS): The Market for Applications and
Services 2011 - 2016
Published on November 2010

Report Summary

Overview:

This report presents a qualitative and quantitative analysis of the role of IP Multimedia Subsystem (IMS) in implementing rich
multimedia applications. This report evaluates a variety of IMS market opportunities and places emphasis on a few key applications
including:

' Video Calls
' Unified Messaging
' Push-to-Talk
' Wireless Wireline Convergence
' Online Gaming
' Video-on-Demand

The above applications are analyzed with respect to the following aspects:

' Key deliverables of the applications
' Traditional implementation methodologies
' Key IMS enabled implementation value additions
' Implementation case studies
' Subscriber revenue forecasts for 2011 to 2016
' Geographical distribution of the subscriber revenues
'

The report also evaluates the following potential IMS applications:

' Presence (as an enabling capability)
' Universal Prepay
' Dynamic Address Book
' Rich Calls
' Push-to-X
' IMS and Advertising
' Services Blending

IP Multimedia Subsystem (IMS): The Market for Applications and Services 2011 - 2016 Page 1/9


The report is divided into the following chapters:

' Chapter 2 provides an overview of IMS, business and technology drivers, components as well as the role of Session Initiation
Protocol (SIP)
' Chapter 3 evaluates the market and technology drivers behind IMS
' Chapter 4 details the contribution of IMS enhancements in the implementation of individual rich multimedia applications
' Chapter 5 analyzes IMS application introduction strategies
' Chapter 6 provides a market research survey of the current state for IMS in the telecommunications industry
' Chapter 7 provides a solution strategy analysis of IMS and WiMAX
' Chapter 8 evaluates the relationship between IMS and SDP
' Chapter 9 analyzes the emerging VNO business model relative to IMS
' Chapter 10 lists the activities of major vendors in IMS enabled application solutions
' Chapter 11 provides network operator recommendations
' Chapter 12 forecasts the size of subscriber revenues of IMS enabled implementations for the duration 2011 to 2016.
' Chapter 13 provides a summary and recommendations
' Chapter 14 is an appendix with a variety of supporting information about IMS and its impacts

Key Benefits:

' IMS business and technology drivers, components, and the role of Session Initiation Protocol (SIP)
' Analyzes IMS enhancements in the implementation of individual rich multimedia applications
' Profiles of major vendors with IMS enabled application solutions: Alcatel Lucent, Ericsson, Huawei, NSN, Tekelec, and ZTE
' Forecasts 2011-2016 subscriber revenues for IMS enabled implementations
' Solution analysis of WiMAX (vs. LTE) in support of IMS
' Evaluation of the role of Service Delivery Platforms (SDP) relative to IMS
' Analysis of the emerging VNO business model driven by IM

Audience:

' Wireless and wireline operators will gain insights into the value provided by IMS and its implications to their business
' Telecom network infrastructure vendors will assess the importance of establishing or maintaining their presence among IMS
stakeholders
' System integrators will better ascertain the value of the market size for IMS

Table of Content

Table of Contents

1 Executive Summary 8
2 Introduction to IMS 10
2.1 History of IMS and Spearheading Organizations 11
2.2 Business and Technology Drivers 12
2.3 Role of IMS in Mitigating the Limitations of Conventional Wireline and Wireless Architectures 14



2.4 Challenges for IMS17
2.5 Overview of IMS Architecture 17
2.5.1 Application Plane 19
2.5.2 Control Plane 21
2.5.3 User Plane 22
2.6 IMS and SIP 24
2.6.3 Introduction to SIP 24
2.6.4 The SIP Session 24
2.6.5 Value Additions of SIP and Its Implications for IMS 27
2.7 Conclusion 29
3 Market and Technology Drivers for IMS 30
3.3 IMS Supports the Drive to a Next Generation Network (NGN) 30
3.4 Application Control: Central Control of IP based Services 30
3.5 Market Driver: Need for More Revenue and Better Margins 31
3.6 Market Driver: Capital Savings 32
3.7 Market Driver: New Revenue Opportunities 33
3.8 Market Driver: Targeted Offerings and Premium Services 34
3.9 Market and Technology Driver: Operational Cost Savings 34
3.10 Market Driver: Service Creation and Delivery 35
3.11 Market and Technology Driver: Convergence Driving IMS 35
3.12 Operational Driver: Evolving to an Integrated Network38
3.13 Turning Point in Telecom is Good for IMS 39
4 IMS and Value- added Applications 40
4.3 Services Capability Interaction 41
4.4 Presence 42
4.4.3 Evolution of Presence 43
4.4.4 Presence Concepts and Definitions 44
4.4.5 Example Application: Presence and IPTV 45
4.4.6 Presence in IMS 45
4.5 Dynamic Address Book 49
4.5.3 Introduction 49
4.5.4 Implementation Methodologies 50
4.6 Personalized Communications and Information 51
4.7 Universal Prepay 51
4.8 Consumer and Business Voice Services 52
4.9 Rich Calls: Adding Value to VoIP54
4.10 Video Calls 56
4.10.3Introduction 56
4.10.4Video Call vs. Video Share 56
4.10.5Implementation Methodologies 57
4.10.6IMS - Value Addition 58
4.10.6.1 3G-324M 59
4.10.7Case Study - SingTel 60
4.10.7.1 Introduction 60
4.10.7.2 Service Details 61
4.11 Messaging 62
4.12 Unified Communications 64
4.12.3Incoming Call Screening 64
4.12.3.4 Implementation Methodologies 65



4.12.4Unified Messaging 65
4.12.4.4 IMS - Value Addition 66
4.12.4.5 Case Study - AT&T69
4.12.4.5.1 Introduction 69
4.12.4.5.2 Service Details 69
4.12.4.6 Case Study - Syniverse: "NEXT" platform and applications 70
4.13 Push-to-X 72
4.13.3Push to Talk 73
4.13.3.5 Case Study - Etisalat 76
4.14 Wireless-Wireline Convergence 77
4.14.4Case Study - Orange 82
4.14.5Case Study - Orange Tunisie 83
4.15 Entertainment 84
4.15.3Online Gaming 84
4.15.3.5 Case Study - Capcom 89
4.15.3.5.1 Introduction 89
4.16 Video on Demand 89
4.16.4Case Study - TransACT Capital 93
4.17 Services Blending 93
4.18 IMS and Advertising 94
5 IMS Application Introduction Strategy 95
6 IMS Market Survey: Disposition of IMS 97
6.3 IMS Market Survey 97
6.3.3 Operator Interviewee Analysis 98
6.3.4 Supplier Interviewee Analysis 100
6.3.5 Survey Results 101
7 IMS Solution Analysis: IMS and WiMAX104
8 IMS and Service Delivery Platforms (SDP) 118



8.3 Evolution of SDP 119
8.4 Benefits of SDP 120
8.5 Revenue Forecast for SDP 122
9 IMS and the Emerging VNO Business Model 122
10 IMS Applications Stakeholder Landscape 127
10.3 Case Studies 127
10.3.1Alcatel-Lucent 128
10.3.1.1 Background 128
10.3.1.2 IMS related initiatives 128
10.3.1.2.1 Convergent Network Management Center 128
10.3.1.2.2 China Mobile 129
10.3.1.3 Customers 129
10.3.1.4 Financial data 129
10.3.2Ericsson 129
10.3.2.2.1 Enriched Communications 130
10.3.3Huawei 131
10.3.3.2.1 M1 and ATCA Solution 131
10.3.4Nokia Siemens Networks (NSN) 132
10.3.4.2.2 Telefónica O2 Germany 133
10.3.4.4 Financial Data 134
10.3.5Tekelec 134
10.3.5.2.1 Messaging 135
10.3.5.2.2 Session Management 135
10.3.5.2.3 Subscriber Data Management 136
10.3.5.2.4 Policy Management 136
10.3.6ZTE 137
10.3.6.4 IMS Initiatives 137
10.3.6.4.1 IMS Total Solution 137
10.3.6.4.2 zMILE Solution 137
10.3.6.5 Financial Data 138
11 Network Operator Recommendations 139
12 Market Potential and Forecasts 141



12.1 Research Methodology 141
12.2 Overall Metrics 142
12.3 Video Telephony 145
12.4 Unified Messaging 149
12.5 PTT 152
12.6 Wireless Wireline Convergence 155
12.7 Online Gaming 158
12.8 Video on Demand 161
12.9 Conclusions164
13 Summary and Recommendations 164
14 Appendix 165
14.3 Network Operator Challenges of IMS Rollout 166
14.3.3Struggle for Resources 166
14.3.4How to Roll Out Features 166
14.3.5Financial Matters 167
14.4 IMS & Quality of Service and Quality of Experience 168
14.5 IMS & Customization 171
14.6 IMS & the Impact on Carriers 172
14.7 New Network Management and Operations Issues 173
14.8 IMS Changes to the Service Creation Paradigm 175
14.9 Service Creation Management (SCM) and IMS176
14.10 IMS and Third-party Applications 177
14.11 IMS and the Impact on NGN OSS/BSS 178

List of Figures

Figure 2 1: IMS Block Diagram 19
Figure 2 2: SIP Configuration and Protocols 26
Figure 3 1: 3G0in Block Diagram 60
Figure 3 2: The Promise of Unified Messaging 68
Figure 3 3: IMS enabled PTT Architecture 76
Figure 3 4: UMA based Wireless Wireline Convergence 79
Figure 3 5: IMS based Wireless Wireline Convergence 81
Figure 3 6: Conventional Online Gaming Architecture 87
Figure 3 7: IMS enabled Online Gaming Architecture 88
Figure 3 8: IMS enabled Video on Demand Architecture 92

List of Tables

Table 3 1: SingTel Video Call Tariff 61
Table 4 1: Vendor Expertise Summary 127

List of Charts

Chart 5 1: Subscriber Revenue from Key IMS enabled Applications 2011-2016 (USD Million) 142
Chart 5 2: Key IMS enabled Application CAGR Rankings 2011-2016 (%) 143
Chart 5 3: Regional Distribution of Subscriber Revenues from Key IMS enabled Applications 2011-2016 (USD Million) 144
Chart 5 4: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Applications (%) 145
Chart 5 5 Subscriber Revenue from IMS enabled Video Calls 2011-2016 (USD Million)146
Chart 5 6: Regional Distribution of Subscriber Revenues from IMS enabled Video Calls 2011-2016 (USD Million) 147



Chart 5 7: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Video Calls (%) 148
Chart 5 8 Subscriber Revenue from IMS enabled Unified Messaging 2011-2016 (USD Million) 149
Chart 5 9: Regional Distribution of Subscriber Revenues from IMS enabled Unified Messaging 2011-2016 (USD Million) 150
Chart 5 10: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Unified Messaging (%) 151
Chart 5 11 Subscriber Revenue from IMS enabled Push-to-Talk 2011-2016 (USD Million) 152
Chart 5 12: Regional Distribution of Subscriber Revenues from IMS enabled Push-to-Talk 2011-2016 (USD Million) 153
Chart 5 13: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Push-to-Talk (%) 154
Chart 5 14 Subscriber Revenue from IMS enabled Wireless Wireline Convergence 2011-2016 (USD Million) 155
Chart 5 15: Regional Distribution of Subscriber Revenues from IMS enabled Wireless Wireline Convergence 2011-2016 (USD Million)
156
Chart 5 16: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Wireless Wireline Convergence
(%) 157
Chart 5 17 Subscriber Revenue from IMS enabled Online Gaming 2011-2016 (USD Million) 158
Chart 5 18: Regional Distribution of Subscriber Revenues from IMS enabled Online Gaming 2011-2016 (USD Million) 159
Chart 5 19: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Online Gaming (%) 160
Chart 5 20 Subscriber Revenue from IMS enabled Video on Demand 2011-2016 (USD Million) 161
Chart 5 21: Regional Distribution of Subscriber Revenues from IMS enabled Video on Demand 2011-2016 (USD Million) 162
Chart 5 22: Regional Share Comparison (2011 and 2016) of Subscriber Revenues from IMS enabled Video on Demand (%) 163



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