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Mondial Telecom Cherry at Mobile Monday Brussels-


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Challenges for an MVNO in a saturated mobile penetration market; case of Cherry a wifi-GSM enabled solution. Presented dring MobileMonday Brussels meeting on MVNOs

Challenges for an MVNO in a saturated mobile penetration market; case of Cherry a wifi-GSM enabled solution. Presented dring MobileMonday Brussels meeting on MVNOs

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  • 1. "How SIP and VoIP is transforming the model" Davy Van De Moere CTO Mondial Telecom
  • 2. Content • Short on Cherry • Trends • MVNO’s – the classic model (sales, sales, sales) • The challenge – Differentiate • Using IP on GSMs • UMA • IMS (Getting the V out of MVNO) • The success matrix • Integrate SIP with SS7 • Use correctly 802.11 networks • User transparency • CME – challenge • God is the Detail 2
  • 3. How chocolate, French fries, beer and Cherry relate… 3
  • 4. First off … what is Cherry actually doing? • You just want to see it right? Here it is… •  hat was: T • Wifi – calling on the beach of Knokke using Wifi • See more at Youtube, google for “cherry world premiere”, and see the Handover in action. • Cherry is: • Call out on Wifi with the same number • Call in on Wifi with the same number • Smooth handover in call • QoS although differently implemented • And some nice goodies 4
  • 5. The Cherry app on Nokia 5
  • 6. Cherry’s handover • when walking out of wifi the cellphone moves the Wifi leg to a GSM leg 6
  • 7. Relevant trends • Smartphone penetration is rising (In Belgium that’s about 6% now) • Wifi networks become more spread, as well as the public wifi networks • All communication is migrating towards a full IP world • Integration of networks starts to happen 7
  • 8. MVNO – The classic model • MVNO’s advantage was: • other price models • lower margins due to lower overhead • different service • good sales organizations • MNO’s reached +100% market penetration, the rules have changed, it’s market saturation time! • MVNO’s and MNO’s need new differentiation 8
  • 9. MVNO – Differentiate • FMC is one way to differentiate, there are a few ways to do that, and other examples are here today! • It allows for : • Much lower cost structure when calls are on wifi, arbitrage possibilities! • Major advantage when roaming • Better coverage indoors! • New/unique features for the end user • Control by the MVNO on its customers calls, making it a MSSO ? (Mobile Shared Spectrum Operator? ) • We all know one day all communication will be on IP, don’t ask me for a timeframe ;), all we know, is it can only be a smooth transition. 9
  • 10. Mobile FMC had two paths until Cherry came along… • UMA vs IMS • UMA : Change the CPE infrastructure • IMS : No need to change, everything you need is already there • PicoCells , FemtoCells? • Nice technology, no really! But who’ll pay for all that radio power ? It’s only a CAPEX to OPEX transformation for a MNO. And there are still quite some technical difficulties. 10
  • 11. The success matrix • Integrate SIP with SS7 • Use correctly 802.11 networks • Making it transparent for the user • CME – challenge • God is the Detail : Get the OSS/BSS straightened out 11
  • 12. Integrate SIP with SS7 • SIP is from Venus, SS7 from Mars, as all marriages, it ain’t easy. • There are no written rules yet, on SIP to SS7 integration on Mobile usage 12
  • 13. Use 802.11 networks in a good manner • Users have a random behavior, they are walking in and out wifi networks • We only want to put calls on wifi when we’re sure about the audio quality, still that’s a huge % of the calls • We don’t want to overuse it as well, to enlarge battery life 13
  • 14. Making it transparent for the user • Users are stupid? No! They just don’t care about the cost of their next call. They don’t want to bother with technicalities, but they appreciate a lower invoice at the end of the month. • Lower cost and a few nice extra features are key to convince the user, good quality all the time, and ease of use is imperative to retain them. 14
  • 15. Making it transparent for the user (cont.) • Provisioning needs to be as simple as can be • Legal aspects need to be covered • Home/work wifi networks need to be sufficient from a range/bandwidth perspective • Application needs to as easy as possible, offcourse the hardest part is making an application to be mostly in the background, not interfering with the user. 15
  • 16. Customer Mobile Equipment • The market is very heterogeneous : • Nokia has 3 main platforms on the market NOW, for smartphones. • Iphone • Windows Mobile has 2 relevant platforms • Android has 2 release branches • RIM • … • Much 3rd party apps • Different CPU speeds, memory performance, screen displays, etc… • And it is used in a random-like manner 16
  • 17. God is in the detail • A lab environment is different place then the actual field • Hence, on OSS deep monitoring and analysis are required • On BSS CDRs of handed over calls are not straight forward • BSS has even wider multidisciplinary requirements • Educate the user 17
  • 18. Cherry is open for business • Cherry had a friendly user test with tech loving people in July, launched commercially on 26/8 , distribution channels opened in october • We have most of the ingredients on our shelves: • CME support • SIP expertise • SS7 – SIP integration , in layman terms , how to connect to a MNO • BSS experience • Wifi knowledge • Cherry is a solution provider, next up is International Expansion • We’re open to discuss business opportunities 18
  • 19. Cherry is open for business (cont.) Contact: (CTO) – yours thruly (CEO) visit & google for “Cherry world premiere” 19
  • 20. Q&A 20