Multimedia user
experiences with IMS 2006-02-22-IMS_Claude Florin_V4_NSN
Claude Florin claude.florin@hp.com
Strategic Marketing Manager, +41 78 844 1259 (2G)
OpenCall Business Unit, HP +41 79 818 0412 (3G)
© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

Blue Ocean Strategy
Create and capture new
•
demand
Create uncontested market
•
space - make the
competition irrelevant
Align the whole system of a
•
company in the pursuit of
differentiation and low cost
© Kim & Mauborgne, 2005
www.blueoceanstrategy.com
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 2

Create and capture new demand
Consumers and businesses
•
are looking for that \"next\"
user experience
Simple
Personal
Enjoyable content
Community
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 3

Demand evolution
Multimedia
adoption
t
ten IPTV
n Movie Mobile TV
Co clips
Video
Photo conference
Music
Bloging
Games
messaging
Push to
Ringtones
video
MP3
Ring-back
Presence
ty
+ chat
uni
mm
Voice
Co
al /
portal MMS
SMS+
son wireline & wireless
Pe r
time
IP broadband
Image 2.5G 3 UK at 3GSM 2005
source :
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 4

New user experiences with 3G video
Community
Simple
oriented
Enjoyable Personal
content
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 5

Personalized services
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 6

Personalized customer interaction
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 7

Personalized customer interaction
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 8

Convergence creates new markets
Broadband : ubiquitous
•
media distribution
Quadruple play : fixed
•
and mobile services
Decomposed of business
•
value chain : xSPs, xNOs
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 9

Media convergence
1970 1980 1990 2000 2010 2020
0
Network-based Era
TODAY
b
Servers/devices
Future
Transition Transition
Digital Era
Digital Media and
Equipment Dominate
Analog Era
Analog Media and
Equipment Dominate
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 10

Mobile network convergence
Data
Rates
(Mb/s)
s
100 ion bs.)
s
ses Mobile IP
u
ts 0M s WIMAX
o
t sp : 20 network
Ho 0 6
20
(20 OFDM WCDMA WB RAN
FLO MBMS Rel6
DVBH
WLAN EV-DO
10 HSUPA
Rev B
Rel5
5 EV-DO HSDPA
Rev A n
s-o s.)
y
EV-DO lwa sub
0.3 a
WCDMA ile 00M
Rev 0 b
Mo 6 : 1
0.6 GPRS 0
20 time
(
2003 2004 2005 2006 2007 2008 2009 2010
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 11

Ubiquitous media distribution
Sharing Editing
Video blog
Enjoying
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 12

Mobile + broadcast interaction
SMS-chat
Video calls
Voice blog
Sources : BBC, Fun to Phone Solutions Oy, Hexia
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 13

3G participation TV
GSM Association Best 'Made for Mobile' Sports Infotainment
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14

Video messaging
VoxSurf Video Design Studio.mht
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 15

Multimedia messaging
Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16

Video bloging
http://www.soundslikesuomi.com/frames.html
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 17

Convergence evolution to 4-play
Network centric (Fastweb, 1999) :
•
− VoIP + IPTV + IP
• H.323 softswitches
• #800, supplementary telephony
services
• Video conference enterprise
• Residential STB to 3G calls
• IP TV (EPG)
• Unified messaging
• IP access (metro FTTH, ADSL)
− Revenues
• 1’200 $ ARPU/year
• 500’000 subscribers
Edge services (Skype, 2004)
•
− VoIP
• End-point VoIP routing
• Voice messaging
• SIP gateways
• Video plug-in
− Revenues
• <1 $ ARPU/year
• < 250 million downloads
• Cross-selling with EBay (?)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 18

Align for differentiation and low cost
Limited ability to create
•
new markets due to
Complexity
Historical silos
Internal focus
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 19

Align for differentiation and low cost
• IMS breaks the
complexity
Enablers for
multimedia, service
access, personalization
Cross industry
cooperation
Mixed edge and
network services
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 20

Align on IP Multimedia Subsystem
Application plane h h h h
Service delivery
HSS
plane
Switching plane
IP backbone
User equipment
plane
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 21

IMS Multimedia service enabler
Video user
experiences
+ video
Web development
+ audio
+ voice
Soft
HP OpenCall Media Platform + Video
DSP
CCXML interpreter VoiceXML interpreter
OAM manager Alarm manager
Network + devices
integration Resource manager Configuration manager
Signalling Media Audio Video
(SIP) processing codecs codecs
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 22

IMS Architecture - mobile
Home
Visited Services
OSA Legacy
domain
domain
AS SCP
SIP
Services
Services
OSA
AS CAMEL
Sh/11
API WIN
AAA/ OSA IM-
23
HSS SCS SSF
Sh/11
PDF ISC/12
SIP
Cx/16
Go/28 Diameter
MRF
Gm/hh Mw/dd Mw/dd Mr/24
(C+P)
UA P-CSCF I-CSCF S-CSCF
Mi/9
BGCF
• AS – Application Server
• BGCF – Breakout Gateway Control Function
Mg/17
• CSCF – Call Session Control Function Mj/49
• HSS – Home Subscriber Server
ISUP
• IP-SSF – IP Multimedia Service Switching Function
MGCF
• ISC – IMS Service Control Interface
• MGC – Media Gateway Control
PSTN /
• MGW – Media Gateway
Mc/30 PLMN
• MRF – Multimedia Resource Function
• PDF – Policy Decision Function
• SCS – Service Capability Server MGW
• SIP – Session Initiation Protocol
• UA – User Agent
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 23

IMS Architecture - fixed Services
AS
Ut
ISC
UPCF SLCF
PSTN
simulation IS-CSCF BGCF
AGCF
Mw
Mw Mr
Mg M
Ie
P-CSCF MGCF SGCF
MRFC
Gq
Gq
SPDF Mp Mn
ARACF
PSTN /
Rep Ia PLMN
MRFP
MGCF
UE ISUP
Mc/30
PSTN /
RCEF BGF
PLMN MGW
CNG
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 24

Achieve low cost and differentiation
Consolidate infrastructure
•
− Shared resources
− Faster application
development
Adopt new business
•
models
− Free services + cross-selling
− Shared infrastructure with
customers
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 25

Infrastructure optimization
h Video portal
application
IP
Service IMS
Provider
Application
h Provider
VXML
Video contact
CCXML
Center application
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 26

Cooperative value chain
Provisioning
•
Usage/Monitoring
•
Customer Service
•
Charging
Service •
Privacy
•
Retailers Packaging
•
Delivery
•
Location
•
Network QoS
•
Operators Authentication
•
Multi Networks
•
Usage
•
Interaction
Applications, •
DRM
•
Services, Entertainment
•
Resources Information
•
Communication
•
Digital goods
•
Innovative Flexible
(examples)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 27

Conclusion
Create demand with
•
innovative 3G video user
experiences
Make competition
•
irrelevant with value-chains
across content providers,
software developers and
ASPs
Enable differentiation and
•
low cost using IMS
infrastructure
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 28

Enabling Blue Ocean Strategies
HP OpenCall
Media Server Software
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 29