Presentation by Mr. Rama Subramanian
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Presentation by Mr. Rama Subramanian

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  • Telecom services evolved to cover multiple complex services.
  • Telecom services evolved to cover multiple complex services.
  • So what are we seeing in the market today? End users are being bombarded with bundled service offerings from multiple service providers in Television, voice, Internet services, and mobile applications from wireless providers. While the deployment of high-speed networks is ongoing, larger broadband pipes to the end user will facilitate the deployment of new services that can be offered over that broadband connection. What are the implications for service providers? Its an all out effort to lock up customer loyalty. From a recent IDC study, we see that once a service bundle is in place, end users are likely not to churn. Almost 66% of those surveyed from an IDC study stated that once a bundle is accepted or adopted by them, there is reluctance to change providers. This creates a huge opportunity to lock-in a customer and offer more profitable services in the future, and increasing end-user satisfaction to further ensure decreased churn, accelerate the adoption of new services, and increase profitability.
  • Juniper took a different tact – instead of attempting to take ATM, SONET and/or Ethernet switch gear and adding subscriber management and granular per service per subscriber QOS it took its market leading ERX platform and brought out a scalable next generation Broadband Services Router based on Routing and subscriber management techniques proven in 10 years of Broadband services roll-outs. While not first to market with this type scaleable approach, it is just in time with an approach that actually meets the needs and the first to scale while delivering the consistent quality IPTV and Multiplay networks must have. Customers are reinforcing our approach is correct. Demand is nearly out pacing ability to ship…(may or may not want to say this).
  • Juniper took a different tact – instead of attempting to take ATM, SONET and/or Ethernet switch gear and adding subscriber management and granular per service per subscriber QOS it took its market leading ERX platform and brought out a scalable next generation Broadband Services Router based on Routing and subscriber management techniques proven in 10 years of Broadband services roll-outs. While not first to market with this type scaleable approach, it is just in time with an approach that actually meets the needs and the first to scale while delivering the consistent quality IPTV and Multiplay networks must have. Customers are reinforcing our approach is correct. Demand is nearly out pacing ability to ship…(may or may not want to say this).

Presentation by Mr. Rama Subramanian Presentation by Mr. Rama Subramanian Presentation Transcript

  • Building & Delivering a Cost Effective Broadband Model Rama Subramanian Head System Engineering
    • Basic triple play
      • One video/TV stream per household (MPEG2)
      • One service per device
      • Internet throughput reduced permanently or when watching TV
      • ADSL still ok for most populated areas (ATM or GE)
      • Entry into triple play market with minimal investment
    • Advanced triple play
      • Multiple video streams, including HDTV
      • Multiple services per device => integrated capabilities (!)
      • Service destined for multiple devices (video store& play on STB or iPOD /PDA
      • No or minimal internet throughput reduction
      • ADSL2, VDSL, VDSL2 with GE backhaul
      • => Long-term strategic direction
    Triple Play Today and Tomorrow
  • 10 Tenets for Broadband Networks
    • Allow the access network to rapidly transform
      • Don’t get locked in to any particular access type or dependant on any particular access equipment features
    • It is not just about IPTV—it is about a range of IP enabled services in the Broadband Home
    • The Broadband enabled home is getting more interesting.
      • Internet, IPTV, VOD, Digital Music, Gaming, Video Surveillance, NETPVR, Sharing Video Content etc
  • 10 Tenets for Broadband Networks
    • There are three types of experience that can be offered – all are important
      • Best Effort
      • Enhanced Deliver ( Ex.: 802.1p, DiffServ)
      • Assured Experience (Ex. : CAC, feedback)
    • The Broadband network should not care about the application or Access type of today – it should not be built around one.
    • Capex is important, Opex (and back-office complexity) will kill you
      • Design in the knowledge that there are MANY new apps coming (pendulum) during the life of this network
  • 10 Tenets for Broadband Networks
    • Policy Control is critical
      • New applications are boolean, that does not map into queues, it requires feedback & guarantees
    • Plan for the next generation Technology
      • like wireless/wireline integration (IMS-FMC), IPV6 etc.
    • Secure the network
      • Assume everyone is dangerous. Protect the new applications, protect the users from each other, protect the users from worms/virus’s
  • Copied from at&t … 
  • The NGN Concept Next Generation Network Any Access Device TV Any Service! Anywhere! Anytime!
  • Subscriber expectation TV PSTN Internet Mobile Provider A Provider B Provider C Provider D Subscriber Broadband Subscriber IPTV VoIP MP3 Internet Gaming VoD
  • ENDPOINTS SESSION APPLICATION Converged services providers can build and launch services faster, efficiently adapting to market changes … From Multiple Service Networks To Single Network / Multi access architecture Portals & Content VoIP … Multi-Media Invest in the Application Once!
  • Broadband Rollout Cost
    • Capex
    • Access Cost
    • Aggregation Cost
    • Broadband Services Control
    • Security
    • OSS&BSS cost
    • Opex
    • Bandwidth
    • Power / Space
    • Maintenance
    Cost Per connect Revenue
  • The Next Generation Broadband $ $ $ $ Multi-purpose Packet Network $ $ $ $
    • MAXIMIZE REVENUE
    • New services
    • New business models
    • LOWER COSTS
    • Infrastructure convergence
    • Service automation
    Single-purpose TDM Network IP/MPLS Network Public Switched Telephone Network
  • What is common to these Access Technologies?
    • xDSL
    • Wifi
    • ETTH
    • xPON
    All Of them Support Ethernet Uplink…. Can we build One Aggregation Network, Service control & OSS/BSS for all Services ?
    • WiMax
    • Wifi
    • Cable
    • Etc..
  • Key Market Trends for Service Providers Need for Network wide Policy Management
    • Traffic Growth
      • Estimated bandwidth in core: x4 in 3 years
      • Driven by new applications and new users
    • Network Upgrades
      • CAPEX increase for most service providers
      • Driven by Traffic Growth and NGN
    • Revenues Plateau
      • Typical CAGR of 5%
      • More intense competition
      • Issue with Revenue distribution: Revenues shifting to Content and Application providers ; Is there value in the network?
  • Increasing Carrier Revenue
    • Create an environment that allows the customer to access their desired content in a controlled fashion
    • Solution:
      • Focus on Customer Control
      • Integrate disparate Network Elements (content, core, access)
      • Differentiate Delivery based on Customer/Application Requirement
    IP TV Business Model User NFL – Content Source ESPN – Content Agg Cable Provider Value Good user experience Value Value Each step cares about the “ Experience” They are getting paid for it
  • Transforming the Experience: Controlling the delivery of Services Internet Model User Content Source Content Aggregator SP Transformed Model User Content Source Content Aggregator SP Value Value Poor user experience Value Good user experience Value Value User User Increased take-up No differentiating Value to the Carrier Increased carrier value & revenue by controlling the “experience”
  • Access Policy & Control Applications Carrier Ethernet Carrier Ethernet Access Edge Core Customers Cable, FTTx, EPON, Wimax WiFi, RAN, MSAN Access Network - Trend Customers Service Providers Transport IP/MPLS Core Wholesale xSP IP Service Delivery Points BSR MSE/PE
  • Approach to Multi-Play architecture – Multi Edge
    • Multi – Edge Approach
      • Many Distributed devices – more complicated to get right -Avoid Packet loss and make reliable
    Broadband Access Network Broadband Aggregation Network Broadband Edge Network Residential Gateway n Homes Broadband Access Nodes Broadband Aggregation Switches/Routers Broadband Edge Router Policy Control Server Voice Regional/Local Video Content IP/MPLS Core B’cast Video VOD HSI B-RAS
  • Approach to Multi-Play architecture – Single Edge “ Centralized Edge model Saves up to 35% capex and 45% opex vs. distributed approaches” Heavy Reading Multiplay Services report July 2006 Broadband Access Network Broadband Aggregation Network Broadband Edge Network Residential Gateway n Homes Broadband Access Nodes Broadband Aggregation Switches/Routers Broadband Edge Router Policy Control Server Voice IP/MPLS Core B’cast Video VOD HSI Bus. Svc.
  • Summary
    • Build One network/System which supports Multiple Access Technology or Application/Services
    • Policy Control is critical
    • Plan for the next generation Technology (IPV6, IMS etc)
    • Secure the network
    • Lower Capex and Opex increase Revenue
  • Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net