The Future of Advanced IP Services
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The Future of Advanced IP Services

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  • 1. Future Of IP Services Alex Vishnev(CTO VOIP SERVICES) Frederic Kunzi(CTO/CIO)
  • 2. AGENDA
    • Introduction
    • IP Services
      • Market Overview
      • What are they?
    • Review of Services
      • Provider Perspective
      • Consumer Perspective
    • Technology
      • Architecture/Protocols
      • IMS ( IP Multi-Media Subsystem)
      • OSS/Billing
  • 3. Brief History
    • Launched ACN in 1993
    • 1998 opened Canada
    • 1999 opened USA
    • 2000 entered European market
    • 2005 launched APAC starting with Australia
  • 4. Current State of ACN
    • Global MLM Leader
    • Operating in the United States, Canada, Europe and Asia-Pacific.
    • Highly competitive services to Consumers and SMEs
      • local calling, long distance, DSL/Internet, Mobile
      • VoIP services to consumers and small businesses
    • $500+ million annual revenue
    • One of the fastest growing privately held companies in the world.
    • Double digit annual growth
    • Two Million+ Customers
    • Over 100,000 independent Agents worldwide
  • 5. ACN’s Mission Statement
    • Our focused efforts and accelerated growth will allow ACN to be recognized among all industries as the World’s Leading Direct Seller.
  • 6. Market Overview (Service Provider)
    • MSO (Metropolitan Cable Service Operators) offer cost effective single source solution for Cable, Voice and Video
    • Wireless providers encroach on Wireline revenues by providing wireless voice and internet services
    • Telcos Need Competitive Advantage to Retain Customers and increase ARPU (Average Revenue Per User)
  • 7. Market Overview (Subscriber)
    • Home continues to grow more digital with every technological development driving multi-media content demands
      • Set Top Boxes(STB) and IP-DSTB( IP Digital Set Top Box allows delivery of triple-play service
      • Wireless IP Phones
      • PVR (Personal Video Recorders TiVO, MythTV, etc)
      • DVD/CD, Personal Video, Digital Cameras
      • Personal Home Entertainment Systems (Microsoft, etc)
      • HDTV
      • Gaming
  • 8. IP Services
    • VPN (IP/MPLS)
    • VoIP
    • Video Calling/Conferencing
    • VOD
    • IPTV
    • Gaming (Xbox, Sony, Nintendo,etc)
    • Mobile 3G and IP Convergence
      • VOD, Gaming, Podcast, etc
  • 9. IP VPN/MPLS (Provider)
    • Simple Service
    • Smaller Market/Low Customer Churn
    • Targets Larger Enterprise Customers with Multiple Offices
    • Security/Encryption
    • MPLS Enhancements
      • QOS and Better SLA Monitoring
      • Better Traffic Engineering
      • MPLS Deployments/Tiers
        • Edge/Aggregation/Core?
  • 10. IP VPN/MPLS (Consumer)
    • Large/Medium IT Users
      • Security
        • Remote Work Force/Telecommuters
      • Authentication
      • Management
      • QOS
      • SLA Monitoring
      • Outsourcing Firewalls?
  • 11. VoIP(Service Provider)
    • Traditional Telcos Money Makers
      • Voice Mail
      • Call Waiting
      • 3 Way Calling
      • LD/Intra-Lata/International Calling
      • Call Forwarding/Call Screening
    • VoIP Minute/Service Bundles
      • Save Costs on Calling Features/Rates
      • Enhanced Services Bundled
      • International and Domestic All-You-Can-Eat/Minute Plan
      • Specialized Enhanced Service Applications (On Demand Conference, Video Calling, etc)
  • 12. VoIP(Consumer)
    • Saving Cost
    • Enhanced Services
      • Voice Mail
      • Call Waiting
      • Call Screening/Baring
      • Virtual Numbers
    • What’s Missing?
      • Quality/Reliability
      • Does 911/E911 work?
      • Needs More Customization (Boring Service)
        • Ring Back Tones
        • Ring Customization Based on Caller ID (i.e. Mobile)
        • Presence Notifications
  • 13. Video Calling/Conferencing(Provider)
    • Market has Been Hot and Cold for a Number of Years
    • Traditionally Built Using Proprietary Technology
    • Revenue Drivers
      • Large/Medium Enterprises
      • eLearning
      • Remote Work Force
    • Strategy to Capture Mass Market
      • Bundling Video Calling Together with VoIP Calling
      • Improved Video Quality
      • Interoperability (Work In Progress)
  • 14. Video Calling/Conferencing (Consumer)
    • User Demand is Still Small Comparing to other Services
    • Introduced to Market as Bundled Service with VoIP
    • High-end Video Phones are Still Expensive
    • Does not Inter-work with Home Cordless Phones
  • 15. Video-On-Demand(Provider)
    • Various Categories of Video-on-demand
      • Interactive Video On Demand
        • Play, pause, rewind controls. Expensive to operate
      • Near Video On Demand
        • Buffering technology, reduces cost by increasing user wait time for services. Some VCR like controls
    • Video Streaming/Downloading
      • Low cost to operate
      • Served from Web
      • Large Variety of Content (Porn dominates the Market)
      • Free and Subscription Services
    • Competition with DVD Sales/Rental and Other Providers
      • VOD is winning over DVD Sales/Rental
      • Content and User Experience Differentiates Providers
  • 16. Video-On-Demand(Consumer)
    • Watch what I want, when I want.
      • Large Content Selection (Domestic, International)
      • Pick the content
      • Schedule the delivery method and time
      • Pick the device (future)
    • Privacy
    • Security (Parental Controls)
      • Content Selection/Blocking for Children
    • Subscription Bundles
      • Group Content into Bundles (i.e. Sports, Kids)
  • 17. IPTV (Service Provider)
    • IP critical to winning the broadband home
      • enables cross platform service creation with cost-effective standards-based approach
    • Pre-IPTV
      • Video and Data on Separate Networks
      • Proprietary STB
    • IPTV
      • Reduce Complexity and Cost
      • Interoperability with Multiple Hardware and Software Vendors
      • Video and Data on The Same Network
      • Standard Based STB
      • Additional Services (Weather, Games, Shoping, etc)
      • Integration with Wider Variety of Video on Demand Providers
      • Streaming TV to Mobile Devices
      • Integration with Home Digital Centers
  • 18. IPTV (Consumer)
    • More Devices to Choose From
    • Integration with PVR
    • Integration with Other Digital Center Components (PC, Video Camera, Music, Photo)
    • Wireless Distribution inside Home
    • Content Personalization
  • 19. Gaming (Provider)
    • Provide Positive Experience for On-line Gamers
      • Cheat Codes
      • Group Chat Rooms
      • Sharing of Information
      • Separate Content by Age Group (Children, Adolescent, teenagers, etc)
      • Parental Supervision Controls
    • Hosting Gaming Competitions
    • Drive Revenue through Sales of Gaming Components
    • Integration with Mobile Devices
  • 20. Gaming (Consumer)
    • Competitive Fun
      • can compete against other gamers on your network or across broadband Internet access
    • Fast
      • Broadband Internet access offers the speed and reliability you'll need to play console games competitively online.
    • Cost effective
      • Variety of Devices Reasonably Priced Available from Many Sources
    • Flexible .
      • Users can connect with or without wires.
    • Safe .
      • Content/Age Separation
  • 21. Mobile IP Convergence (Provider)
    • 2.5G Deployed in USA as 3G Spectrum is Not Yet Allocated
    • Experience in 2.5G Allows Carriers to Better Define Needs and Services of End-Users
    • 2.5G Networks Used as OSS/Billing Test Beds Needed for Upcoming 3G Deployments
    • Carriers use Enhanced Services of 2.5/3G to Drive Revenue and Increase ARPU
      • Nextel’s Push-To-Talk Yields Higher ARPU and Lower Customer Churn
    • Convergence has become a business requirement
      • Build Customer Loyalty
      • Minimize churn
      • Launch new services
      • Reduce OpEx
      • Increase ARPU (NTT, KT Shows Higher Revenue After 3G Launch)
    • Use Standards to Create Services More Efficient
  • 22. Difference in Architecture
    • Layered Approach
    • Separate Transport and Services
    • Differentiating Services
    • OSS/BSS Supporting New Services
    • Service Provisioning
    • Service Management/Monitoring
    • Compliance to Various Government Regulations
  • 23. Multi Media Network
    • Meeting all users needs at each end of a session
    • Interfacing to the IP core networks
    • Moving many different types of streams
    • Adapting streams to the needs of a session
    • Enabling opportunities to make money at many scales
  • 24. Multi Media Network Challenges
    • Wildly different and interacting devices
    • Varied capabilities
    • Multiple languages
    • Mixed bundles
    • User preferences
    • Social requirements
    • Privacy and Security
  • 25. What is IMS (IP Multimedia Subsystem)?
    • IMS or IP Multimedia Subsystem represents a 3GPP and 3GPP2 effort to define an all IP based wireless network as compared to the historically disparate voice, data, signaling, and control network elements
    • Although the IMS was originally specified for 3rd generation mobile networks, it also provides an excellent service deployment architecture for any fixed or wireless network
    • IMS standards define open interfaces for session management, access control, mobility management, service control, and billing.
    • Carrier Grade Network with Lower OpEx and More Flexibility
    • SIP as a common signaling protocol allows independent software developers to leverage a broad range of 3rd party application servers, media servers
    • Functionality of Network Core Services Do Not Change with Changes on the Access Network
  • 26. Enhanced Services IP NETWORK(SIP SIGNALLING) PSTN Wireline Wireless Basic Services Basic Services Basic Services WHAT IS IMS? Infrastructure Infrastructure Infrastructure
  • 27. IMS Architecture
  • 28. IMS Network Elements
    • Access Gateway (AG): This network element provides an interface between the radio network (Access Network) and the IP-based network.  
    • Call Session Control Function (CSCF): Provides control and routing function for IP sessions.
    • Foreign Agent (FA): Advertises itself to mobile stations in serving area. Provides registration information to Home Agent. Forwards packets from mobile to Home Agent.
    • Home Agent (HA): Tracks current Foreign Agent serving the mobile. Forwards packets to current FA.
    • Home Subscriber Server (HSS): Can take the place of a HLR in all-IP network. Contains AAA function and other databases
  • 29. IMS Network Elements
    • Media Gateway (MGW): Provides interface for bearer traffic between IP and PSTN
    • Media Gateway Control Function (MGCF): Provides signaling interoperability between IP and PSTN domains – SIP to ISUP and vice versa
    • Policy Decision Function (PDF): As IP networks, unlike TDM networks, assign network bandwidth and resources in real-time, the PDF’s role is to assign resources according to demand and QoS requirements.
    • Position Determining Entity (PDE): While some mobiles can determine position independently, the PDE can provide assistance by way of location determination algorithms
    • SIP Application Server: Represents a platform for SIP application development and operation
    • SBC – Session Border Controller
  • 30. Requirements of an IMS platform
    • An open and standard architecture for easy development and portability of applications especially while IMS is still being developed and updated
    • A carrier-grade physical platform for reliable service delivery.
    • Provisions for connections to legacy network elements.
      • Integration with non-IMS Networks and Services
    • Scalability. Services should be securely deployable to thousands of customers on a single, cost-effective platform.
    • Robust and granular Quality of Service (QoS) per customer and/or per service. The essence of SIP-based services is their real-time and interactive nature.
    • Secure Participation of 3 rd Party Vendors
    • Network management and billing services.
  • 31. An IP Multi-Service Platform End-to-End Business/Delivery Concept Fiber
    • IP Multi-Service
    • End-User Markets
    • Residential
    • SOHO
    • SMEs
    • Others
    Internet Access VoIP Messaging VoD IPTV Other Services Photos/Music Security Appliance Management Remote Health Care Ass. Services Creation or Acquisition IP Multi-Services Company Sales Channels
    • Services Fabric
    • Back-Office
      • Billing
      • CRM
      • OSS
      • ERP
    • Web Front End
    • B2B
    • Bus. Intel.
    • BPM
    • Web Front End
    • Customer Portal
    • Virtual Contact
    • Center(s)
    Other Channels Customer Base Online sale GSM/CDMA IP Services Convergence Services Bundleling MLM Pt-to-MPts. Wireless WiFI Hot Spots WiMax (d,e,..) GSM/CDMA PowerLink Satellite Other LM/Transport IMS Convergence Internet Content Services Cable/TV Systems Integrator Installation and Technical support Company (Can be outsourced)
  • 32. OSS/BSS
  • 33. OSS/BSS FOR IMS NETWORK
    • OSS Traditionally defined to deal with dumb networks with a thin control layer.
    • AAAA (Activation, Authentication, Authorization, Accounting)
    • Policy Management
    • Subscriber Management
    • Mobility Management
    • Network and Service Management
    • Application and Content Management
    • Device Management
    • Flexible Billing Capable of Supporting Different Business Rules
    • Customer Care
  • 34. SERVICE RETAIL
    • Product Definition and Service Design
    • Flexibility and Service Personalization
    • Flexible Pricing and Pricing Bundles
      • Pay-per-use/view, Preview, Subscription,Gift, Promotions
    • Support for Multiple Storefront Access Methods
      • WAP,JAVA
  • 35. SERVICE DELIVERY
    • Support for Multiple Delivery Options
    • Transport and Operator Billing Integration
      • 3 rd Party Billing, Wholesale Agreements
    • Service Fulfillment
      • Trace Order<->Shipment<->Delivery<->Activation Process
    • DRM (Digital Rights Management) to Protect Content
    • Tracking Order/Inventory Status for partners
      • Supply/demand
  • 36. Operation & Support
    • Capability to fill supply, retail & delivery gaps
    • Global network operations, support & testing capabilities.
    • Distribution & Channel Management
    • Reciprocal Compensation and Settlement
    • L1 & L2 support for service retailers & consumers
    • Add promotions as a new service to existing user or new content to existing user of the service
    • Manage a service through its life-cycle including retirement and withdrawal of
  • 37. CONCLUSION
    • ENHANCED SERVICES ARE RIGHT AROUND THE CORNER
    • ARCHITECTURE IS IN PLACE (IMS)
    • QUICKLY ADAPT TO CHANGES REQUIREMENTS
    • PREPARE FOR OSS/BSS CHANGES DRIVEN BY VARIETY OF CONTENT AND SERVICES
    • DO NOT GO FOR WORLD DOMINATION
    • MAKE THE RIGHT PARTNERS
    • FOCUS ON CORE COMPENTANCIES
  • 38. Q&A
    • Alex Vishnev
    • Chief Technical Officer, VoIP
    • 13620 Reese Blvd. Ste. 400
    • Huntersville, NC 28078
    • Office (704) 632-3682
    • Mobile (704) 778-7260
    • Fax (704) 947-7112
    • Email avishnev@acninc.com
    • Website http:// www.acninc.com