Multimedia user experiences leveraging IMS infrastructure

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Presentation to IMS Summit, Dallas , February 22, 2006


Simple, Personal, "Rich in content", "Community oriented", are keywords to describe a user-centric world where customers will get more choice, flexibility and control. This view will drive the success of broadband services in both the fixed and mobile form. 3G video content and communication are just starting while broadband in the home and the office has transformed consumer expectations for triple-play services and stimulated growth.

In order to deliver these new-wave services in a fast and cost-effective way, service providers have to evolve both network and systems infrastructure. With the emergence of IP Multimedia Subsystem (IMS), service creation strategies are evolving from spaghetti to lasagna. I highlighted key IMS enablers and analyze the infrastructure of light-weight internet service providers and MVNOs .

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Multimedia user experiences leveraging IMS infrastructure

  1. 1. 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
  2. 2. 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
  3. 3. Create and capture new demand Consumers and businesses • are looking for that quot;nextquot; user experience Simple Personal Enjoyable content Community July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 3
  4. 4. 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
  5. 5. New user experiences with 3G video Community Simple oriented Enjoyable Personal content July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 5
  6. 6. Personalized services July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 6
  7. 7. Personalized customer interaction July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 7
  8. 8. Personalized customer interaction July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 8
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Ubiquitous media distribution Sharing Editing Video blog Enjoying July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 12
  13. 13. 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
  14. 14. 3G participation TV GSM Association Best 'Made for Mobile' Sports Infotainment July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14
  15. 15. Video messaging VoxSurf Video Design Studio.mht July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 15
  16. 16. Multimedia messaging Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16
  17. 17. Video bloging http://www.soundslikesuomi.com/frames.html July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 17
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Enabling Blue Ocean Strategies HP OpenCall Media Server Software July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 29

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