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Carrier As A Service15102009
 

Carrier As A Service15102009

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  • Google Voice reverses the traditional arrangement of call control with added applications. It effectively outsources basic call control. Ignoring the burden of phone system hardware (and 911 liability), and focuses only on the applications. Rather than develop proprietary interfaces to work with each phone system, they simply call phones to make them ring; introducing the "PSTN API.“This feature can be augmented by allowing a call to go to a user IMS SIP addressA social address book (SAB) is an online service which allows end-users to save their mobile contacts, synchronize them and link them up with their social network profiles. The contacts are no longer static, as they display presence, location and status updates. A social address book is usually coupled with a new mobile address book application, a type of ‘phonebook 2.0‘ which similarly transforms static contacts into a Skype-like buddy list. Mobile operators: 3 was the first operator to launch a phonebook 2.0 application with the INQ 1 phone. They will not remain alone very long. A video leaked on Techcrunch UK about a service called People that Vodafone is about to launch. Technology is another important factor. The synchronization protocols (SyncML or Exchange Active Sync) are mature and widely deployed while mobile platforms are much more open.There’s been a lot of buzz recently around augmented reality browsers. These browsers bring augmented reality to the mass market; now you can scan through the surroundings through your phone’s camera and see information superimposed, from advertising to siteseeing in real time. Augmented reality browsers have been made possible in a mass market sense thanks to the GPS and compass sensors  first appearing within Android and iPhone devices. The value in augmented reality browsing is in the connection between the physical world (what the camera captures) and the commercial information that is displayed on top. Already a number of startups have emerged to capture value in augmented reality browsers like Metaio, Total Immersion, Zugara, Layar, Mobilizy and Tonchidot (see here for a detailed review of augmented reality startups)
  • Once in a while, new revenue models or new markets surface, which are followed by a string of industry capital movements. Take for example new revenue models being pioneered in the Internet like the cost-per-follower (ie being paid based on how many people are following you on twitter) or in the mobile domain (pay-per-app-activation when B2B provisioning applications on a device). New markets are continually formed around new solution types; in the fast-moving mobile industry for example, App Stores,  Social Addressbooks and Service Analytics are  new solution markets which emerged only in the last two years.Flirtomatic, a popular mobile dating service in the UK, Germany and USA, monetises by offering social capital for sale. Flirtomatic allows users to buy social capital; users can send virtual ice cubes, auction themselves to the top of the service homepage, or even buy Ego services so they can eliminate bad ratings on their profile or bend the voting rules Fortune reported that the market in China for virtual goods is larger than the market for online advertising with Tencent, China’s largest messaging+Avatar+social networking service, generating $1 billion  in revenues in 2008, 90% of which is from virtual goods, as cited in the Business Model Database.A barcode (or QR Code, Data Matrix and Ezcode)  allows a mobile device to connect a physical product in a store or a poster in the train station to a wealth of online information, such as where the product ingredients came from, or when is the next train (the Economist has a good update on the commercialisation of 2D codes). Again monetisation is by providing the connection between physical and virtual worlds.Anoto, a Swedish company, produces technology to connect a digital pen with the origin of the paper that it’s writing on. For example, by writing on a business card, you can send that to the contact directly, or by writing on a recruitment form, you can have your job application dispatched immediately. Anotomonetises by acting as the link between the physical world (pen and paper) and the virtual world (that of service providers of business information, recruiters, etc).

Carrier As A Service15102009 Carrier As A Service15102009 Presentation Transcript

  • Carrier as a Service
    Finding the Carrier through the Cloud
    Vish Nandlall
    SVP & CTO Extreme Networks
  • The Case for Carrier as a Service
    The Carrier Cloud
    Cloud & Long Tail Applications
    Next Gen ARPU and Telco 2.0
    • Leveraging SON concepts
    • Custom & Utility Computing
    • Web 2.0 Mashups
    Subscriber Information
    Core Services
    Network Services
    • Volume Economics
    • Two-sided models
    • New Markets
    2
  • Telcos have many valuable data assets
    MY PERSONAL DATA
    MY RELATIONSHIPS
    MY CREDIT
    Gender
    Address
    Name
    Profile
    MY INTERACTIONS
    MY DEVICES
    Preferences
    Location
    Presence
    Demographics
    SIM
    SoftSIM
    Pictures
    Videos
    Bank
    School
    Browsing History
    Bad debt
    MY STUFF
    MY IDENTIFIERS
    MY CONTEXT
    Cache
    Serial Number
    Device details
    Calendar
    Friends
    On/Off
    Number
    SIP address
    IP Address
    Email
    Domains
    Address Book
    Workplace
    Roaming
    Average balance
  • ...and many valuable Network assets
    Servers
    Routers
    Switches
    Portals
    Compute
    Ethernet
    Application Environment
    Application Delivery
    Storage
    FTTH
    Load Balancing
    Backup
    Caching
    DNS
    Policy
    IP
    MPLS
    QoS
    (R)SPT
    LTE
    Network Services
    Session Control
    Last Mile Access
    QoS
    Optimization
    Database
    Recovery
    Docsis 3.0
    Management
    SIP
    SS7
    SIP-I
    MAP
    OSPF/BGP
    PBB-TE/PBT
    Firewall
    Security
    (V)DSL
  • Addressing the long tail of the marketSON Enablement
    Core Services
    Services Developed in container against SON enabler APIs
    Trusted Applications in container requiring high performances and “permissions”
    Long tail services
    customization and usage is driven by loose composition and users: Web 2.0 using widgets and 3rd party applications
    Short Lived Applications
    Exploit wide pool of developer population to design services against enabler APIs (app store)
    4400 new API-based services in
    the last 6 months !
    3rd party applications requiring lower level of permissions and capabilities
    Sales Revenue
    Mashups of widgets by third party with Web 2.0 applications
    Services
    5
  • Service Applications
    Location
    Contacts
    Voice
    +
    +
    +
    Augmented Reality Browser
    Cloud Voice
    Social Address Book
    Carrier Provides
    “Location API”
    Carrier Provides
    “Social Sync API”
    Carrier Provides “PSTN API”
  • Network Applications
    Compute
    Last Mile
    Transport
    +
    +
    +
    Cloud Transmission
    Cloud Transport
    Cloud Cloning
    Carrier Provides
    “Connectivity API”
    Carrier Provides
    “Compute API”
    Carrier Provides
    “P2P API”
  • 1:N Cloud (Elastic Compute) Control
    1:1 Embedded Control
    BGP
    ISIS
    NAC
    ADC
    VM 1
    VM 2
    VM 3
    VMn
    Virtual Server Real Estate
    Control Plane
    Data Path
    Data Path
    Switch
    Switch
    Stability
    Performance
    Scale
    Stability
    Scale
    Performance
    SVC 1
    SVC 2
    SVC 3
    SVC n
    SVC 1
    SVC 2
    SVC 3
    SVC n
    The Future  Cloud Switching
    Services (NAC, ADC, End-Point Profiling) are run as virtual machines through an OpenFlow–patterned interface – Lower Opex, Lower Capex
  • Various types of ”understood” business models
    The online content business model (iPod, upgrades, information etc.)
    The freemium business model (Skype, Launchcast (Yahoo) etc.)
    The premium business model (IPTV)
    The professional open-source model (free software + consulting)
    Various distribution business models (through which channel the product/service is distributed)
  • Where Does Value Lie? Perceptions Differ Sharply
    Value in the Subscriber
    Verizon Wireless
    Sprint
    H3G
    Vodafone
    Vonage
    ARPU or Equivalent
    TIM
    China Mobile
    Value in the Community
    Yahoo!
    eBay
    Facebook
    YouTube
    Google
    Craigslist
    Skype
    Sling Media
    Number of Users
  • New Business Models
    In the last 2 years three new markets have been formed around new solution types
    App Stores
    Social Addressbooks
    Service Analytics
    New revenue models are being pioneered to exploit these markets
    Cost-per-follower (Twitter)
    Pay-per-app activation (Apple Appstore)
    Virtual Goods (Flirtomatic and Tencent)
    Wholesale (Amazon pays $2 to Sprint for every Kindle connection)
  • Telco 2.0 with SON Enables
    POWER
    VALUE
    LITE
    Evolved Business ModelsFrom “take what you are given” to “take what you want”
    3.
    Context Services
    Mash Up Services
    Third Party Services
    $$$
    2.
    Enables
    Flat Rate
    Bundles
    B/W-based
    Tiered Services
    $$
    $
    Personal Communication
    Services
    Legal Download Services
    On-Deck Portal Services
    Security Services
    On-Demand QoS/BW
    Navigation
    1.
    Basic
    Internet
    Service
    10% consume 80% of B/w
    0.5% consume about 40% of B/w
    80% use less than 10% of B/w
    12
  • Conclusion
    Service Oriented Networking is a Game Changer for Telco
    New technologies (CPUs, virtualization, dynamic network, LTE) have defined a starting point for the art of the possible
    The Carrier is transforming to a service and network cloud provider
    New business models are being created around the emerging solution markets
    Visit my blog at www.theinvisibleinternet.com
  • BACKUP
    14
  • The LTE Tipping Point How long can you wait ?
    15
    LTE
    HSPA+
    Average Throughput per Sector for 5 MHZ FDD (Mbps)
    HSPA
    Second 3G Carrier in
    2010
    Joint-analysis of 3G NA penetration, entry vs basic vs advanced profiles with outage criteria, & fair-use spectral efficiency within a single carrier-sector
    Increased Capacity
    Increased Spectral Efficiency
    Reduced Latency
    Active Users per Sector
    Entry BW User
    Basic BW User
    Advanced BW User
  • 16
    Understanding the Ux for Data
    Engineering Cell-Edge Beyond Voice Requirements
    5.0 (MB)
    0.0
    0.5
    1.0
    1.5
    2.0
    2.5
    3.0
    3.5
    4.0
    4.5
    From Mobile Web 0.1 to 2.0
    The Impatience Index
    Total Time
    Cell Edge
    GPRS
    35 kbps
    19.5 mins
    CDMA 1X
    60 kbps
    11.5 mins
    EDGE
    115 kbps
    6 mins
    UMTS
    256 kbps
    2.5 mins
    400 kbps
    EV-DO
    1.5 min
    1.0 Mbps
    HSPA+
    40 secs
    10 secs
    4.0 Mbps
    LTE
    MP3
    Rich Web Page
    You can’t have broadband without the user experience !