Mass Customization: The Role of SDN and NFV in a 4G Network
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Mass Customization: The Role of SDN and NFV in a 4G Network

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Presented by Rich Bayliss, Chief Architect at Juniper Networks, at 4G World India, this presentation emphasizes the value of customization.

Presented by Rich Bayliss, Chief Architect at Juniper Networks, at 4G World India, this presentation emphasizes the value of customization.

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Mass Customization: The Role of SDN and NFV in a 4G Network Mass Customization: The Role of SDN and NFV in a 4G Network Presentation Transcript

  • CHIEF ARCHITECT, SP EDGE SOLUTIONS Rich Bayliss MASS CUSTOMIZATION: THE ROLE OF SDN AND NFV IN A 4G NETWORK 4G World India, 24 April 2014
  • WE ARE SURROUNDED BY NETWORKS …NOT ALL NETWORKS ARE HIGH IQ
  • Source: Mary Meeker, Kleiner Perkins Caulfield and Byers - “2012 Internet Trends Year-End Update” MOBILE DRIVEN FUTURE MOBILE IS THE FABRIC OF MODERN LIFE Photos uploaded and shared per day Growth is accelerating, on a trend to grow 2x Y/Y 500M+ Global Smartphone Users 1.5B out of global mobile phone users of 5B+ Still a lot of room to grow 1.5B Hours of Video uploaded to YouTube every minute Up from ~0 six years ago 100 Global active Facebook users 68% on mobile, 350M photos uploaded daily 1.1B+ WAZE users, growing 2x Y/Y 1B+ miles driven/month with Waze open 48M Fitness Data on mobile with wearable devices growing at 2x per month 2X Y/Y Growth of Mobile Internet Traffic as a % of total internet traffic, now at 15% 1.5X Shipments of Smartphones/ Tablets exceeded PCs in Q4 2010 Global installed base of Smartphones/ Tablets exceeded PCs in Q2 2013
  • THE NATURAL DESIRE FOR CUSTOMIZATION INCREASING THE VALUE OF A GOOD PRODUCT Pre-Defined Subscriber Aware Auto-Customized Hospitality Media Customer Satisfaction Brand Value 92% “Expect their stay to be personalized…” - Hotels 2020: Beyond Segmentation “…a much more personalized radio experience – stations that play the music you love – and nothing else.” - Pandora, Music Genome Project
  • TIME TO SERVICE DEPLOYMENT Code to production launch OPERATIONAL COMPLEXITY # of SKUs to manage OPERATING EXPENSES Systems managed per admin …AND OTT PROVIDERS ARE INNOVATING FASTER THE BATTLE ISNT BIG VERSES SMALL, IT’S FAST VERSES SLOW GOOGLE: 1 per 15,000 servrs TELCO: Less than 100 per engineer AMAZON: SEVERAL SECONDS TELCO: 6-7 Months GOOGLE: 10 CONFIGS TELCO: Thousands configs OPPORTUNITY FOR ACCELERATING TTM, REDUCING COSTS & OPTIMIZING OPERATIONS
  • EMPOWERING END NEW OPPORTUNITIES WITH HIGH IQ NETWORKING SERVICES CREATE Intelligence and Programmability INFRASTRUCTURES SCALE Performance and Efficiency OPERATIONS AUTOMATE Simplicity and Agility CUSTOMIZE YOUR CUSTOMER’S EXPERIENCE
  • SUBSCRIBER-CENTRIC SERVICE CHAINING DYNAMIC, POLICY-BASED SERVICE DELIVERY ? 3rd Party VNFs ADVANTAGE  Create a custom network experience for different subscriber types  Adapt network to subscriber demands, requirements  Flexibility in service chains enables greater network reliability OSS/BSS POLICY SDN CONTROLLER Service Control Gateway
  • HOW TO ACHIEVE? WITH A HIGH IQ NETWORK COMBINE HIGH PERFORMANCE NETWORK WITH CLOUD AGILITY OR NETWORK CLOUD ORAND
  • CONVERGE FOR PERFORMANCE CONVERGE NETWORK FUNCTIONS FOR HIGH PERFORMANCE PARENTAL CONTROL Service Function APPLICATION Service Function WEB AWARENESS Service Function CACHING & CONTENT Service Function DPI/TDSFTLB VPNFWLSN BENEFITS  Higher performance (response/latency/throughput) driven from router platform  Lower operational, capital expenses  Efficient use of routing resources CONVERGE Router integrated L4-7 DPI + Traffic Steering Service Control Gateway
  • VIRTUALIZE FOR AGILITY VIRTUALIZE NETWORK FUNCTIONS FOR AGILITY PARENTAL CONTROL Service Function APPLICATION Service Function WEB AWARE CACHING & CONTENT Service Function BENEFITS  Link subscriber awareness to policy and service delivery  “Service Pools” of network functions  Common x86 hardware architecture VIRTUALIZE OSS/BSS POLICY SDN CONTROLLER Service Control Gateway
  • VIRTUALIZED NETWORK FUNCTIONS CONTINUOUS FEEDBACK LOOP BETWEEN APP AND NETWORK VIRTUAL NETWORK PROVISIONING COMPUTE & STORAGE PROVISIONING NETWORKING SERVICES ORCHESTRATION APPLICATION MONITORING/ ANALYTICS CORRELATION Resource Orchestration Automated & Orchestrated NetworkInfrastructure Events, Logs, Statistics Continuous Network, Infrastructure Feedback Policy & Security Framework Virtualized Network Functions are not just on VMs, but also re-architected to interact with the network, in a continuous feedback loop.
  • NFV BUILDING BLOCKS: SERVICE CONTROL GATEWAY IP: Subscriber- Aware Service Control Gateway IT: Virtual Service Edge VIRTUAL OVERLAY SERVICE VIRTUALIZATION PLATFORM OPTIMIZATION SUBSCRIBER AWARENESS PHYSICAL UNDERLAY VNF VNF VNF SDN CONTROLLER
  • EVOLVED SERVICE PROVIDER ARCHITECTURE MULTIPLE CLOUD MODELS FOR OPTIMAL EFFICIENCY AND EXPERIENCE “Cloudification” of Infrastructure, COs, POPs, Datacenters Virtualized Application Aware Networking Services Centralized Cloud for Network Control, Services, and VPC/IaaS Localized Clouds to Serve Network Applications and Customer Services OPTIMIZED INFRASTRUCTURE (RAN, WAN, Wired/Fixed,…) Compute Pool Compute Pool
  • MOBILE CORE IP COREACCESS & AGG NFV THROUGHOUT THE MOBILE NETWORK SERVICE MOBILITY AND SERVICE DISTRIBUTION THROUGHOUT NETWORK OPTIMIZED INFRASTRUCTURE (RAN, WAN, Wired/Fixed,…) VIRTUAL SERVICE EDGE Compute Pool INTELLIGENT BACKHAUL CLOUD DC Compute Pool TRAFFIC ENGINEERING CONTROLLER NFV CONTROLLER
  • SUMMARY: IT’S TIME TO EVOLVE IP AND IT CUSTOMIZATION: KEY TO NETWORK MONETIZATION FOR SERVICE PROVIDERS Increase Revenues Per User Differentiation can increase ARPU. Create New Business Models On The Fly Content partners value subscriber intimacy. Targeted demographics, smart content delivery, resale channels possible with velocity! Improve Customer Satisfaction People are more loyal to brands offering personalized service experience
  • Rich Bayliss: bayliss@juniper.net