Enterprise femtocells: Using SON to open new market segments and transform customer satisfaction

1. Enterprise femtocells:
Using SON to open new market
segments and transform customer
satisfaction
Monty Johnson
General Manager Americas

2. Introduction to Ubiquisys
• A recognised leader in 3G/LTE small cells and femtocells
– Femtocell and small cell operating software and support systems
– Femtocell and Small Cell reference designs
• A company of firsts
– First real‐time interference mitigation system
– First self‐organising network of femtocells
– First femto‐powered small cell hotspots
• 50 operators launched, contracted or under commercial trial
• Established supply chain ecosystem
– Operator solution providers:
– CE manufacturers: SerComm, Gemtek, Tecom
– Silicon providers:
2

3. Powering the full range of femtocells and small cells
FEMTOCELL SMALL CELL
Residential Enterprise Public space hotspot Rural coldspot
Stand-alone femtocell
G3 micro-mini Integrated Home gateway
83 x 62 x 15mm USB accessory to ADSL-3G-WiFi-Router with
ADSL-WiFi-Router OSGi apps platform
SFR 3G-Home
| small cell intelligence

4. FemtoEngine™ small cell systems portfolio
CloudBase™
lifecycle Build | Activate | Download | Augment | Recover | Re‐assign
management
system
EdgeCloud™
computing
Local content Uplink spooling Presence apps
apps platform caching & app proxy & advertising
ActiveSON ™
Autonomous coordination to form seamless grid
automatic
grid system of capacity and coverage complementary to macro layer
ActiveRadio™
dynamic self‐ Continuous adaptive behaviour
organisation
Small cell
devices
3G/LTE/WiFi
| small cell intelligence

5. What do we mean by Enterprise Femtocells?

6. CONFIDENTIAL © Ubiquisys 2011 6

7. Case study:
Network Norway Full Coverage

8. Target Customers
• Small and Medium sized Enterprises (SME),
especially in “mixed‐use” buildings
• Businesses prepared to/or looking to exchange
their fixed line PABX with mobile Centrex
– Their customers want to communicate with a
person, not a company
– Saving PABX costs and expensive PABX service
agreement fees
• Those who would consider Mobile Centrex if
mobile coverage could be guaranteed
– Every dropped call might be a
missed business opportunity
• Taking care of the whole company,
also employees with bad
coverage at home

9. The building challenge
• Large buildings Event drivers:
• Steel or concrete walls + metal layer • Customer relocating to new offices
windows • Customers expanding their offices
• Swapping to 3G phones changes
• Large storage or workshop areas
customer perception of their indoor
• Administration areas with partitioned coverage
offices • Coverage at home for key personnel
• Economically viable solution

10. Our femtocell product: ”Full Dekning”
• A unique product – at a low price Pricing
compared to alternative coverage Contract
solutions
Start fee €0,-
• Enterprise SON system:
automatic grid of 2‐20+ femtocells with no Monthly fee per box €12,50
radio planning and no central controller Period 24 months
• Aimed at SME fixed line replacement
• Over 350 companies deployed,
all by IT dealer channel
 Access to new customer groups for dealers
– Femtocells is a unique anti‐churn tool
– Installation and support can be
offered from dealers
• Bundle option with smartphone
mobile centrex service

11. What is SON?
The Self‐Organising Network in Action
Feature Network Norway requirement
Self‐configuration:
Connectivity establishment, and download of ✔
configuration parameters and software
Self‐optimisation:
Adjustment of output power and neighbour lists ✔
based on base station output
Self‐healing:
Adjusting parameters and algorithms in adjacent
cells so that other nodes can support the users ✔
that were supported by the failing node (or a
femtocell that was moved)

12. Mobile centrex bundle
Main Functions Attendance Colleague
availability

13. Sales, Delivery and Support:
Dealer channel owns customer interaction
Dealer with
Sales Dealer orders Delivery Dealer installs Support
operator support
• Centralized storage
• Femtocell certified dealer 1st line: Dealer/ Customer Service
• Dealer present at installation
• Dealer or Customer Service orders 2nd line: Technical Support
• Dealer tests solution and the
in Online order and logistics system 3rd line: Engineer/ Product
coverage throughout customer
premises
13

14. Simple installation process
Offices Storage area
2
Good Ec/No
Handover zone
Staircase
Outdoor coverage
Minimum preparation Simple installation
• Get floor plans and establish • Choose inter‐femtocell distance
coverage needs according to attenuation in
• Establish capacity needs per floor building
• Verify fixed broadband connection • Challenging spots:
throughput (downlink/uplink) • Doors
• Run automatic network checker to • Closed staircases
establish if ports open in FW • Sharp corners

15. Small Cell Services and the
EdgeCloud™ initiative

16. Location‐aware services
Cell intelligence provides easy
presence and media integration
for mass market apps
• Battery friendly: presence triggers
without GPS or polling
• Automatic: invisible sign‐on
anywhere in the world
• Universal – all customers,
all phones
Residential Enterprise Metro Retail geofence
• Home media integration • Seamless P2P • Social Location • Automatic push
• Security and automation • Mobile centrex (SoLo) auto offers
• Remote control • Enterprise apps check‐in • Local social
integration and tags networking
• Location
advertising
| small cell intelligence

17. Intel‐Ubiquisys initiative:
EdgeCloud™ devices and applications
EdgeCloud™ Small Cell hot‐spot
• Ubiquisys cell intelligence
With small cells, backhaul is the • Intel® compute platform
limiting factor
Limited capacity, heavily loaded with
3G/4G/WiFi traffic, highly variable
performance
High quality mobile signal
Small cells provide high‐speed,
short‐range signal with low contention
EdgeCloud™ Applications
Harnessing a powerful compute platform to
reduce backhaul traffic, improve user experience
and open new app opportunities:
Web Services Network Services
• Local server • DPI/analytics
• Downlink cache • Anti‐virus /URL blocks
• Uplink proxy • Voice/ video rate adaptation
• Video transcoding
| small cell intelligence