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Carrier As A Service15102009

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ATIS Supercomm SON presentation

ATIS Supercomm SON presentation

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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).
  • Transcript

    • 1. Carrier as a Service
      Finding the Carrier through the Cloud
      Vish Nandlall
      SVP & CTO Extreme Networks
    • 2. The Case for Carrier as a Service
      The Carrier Cloud
      Cloud & Long Tail Applications
      Next Gen ARPU and Telco 2.0
      • Leveraging SON concepts
      • 3. Custom & Utility Computing
      • 4. Web 2.0 Mashups
      Subscriber Information
      Core Services
      Network Services
      • Volume Economics
      • 5. Two-sided models
      • 6. New Markets
      2
    • 7. 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
    • 8. ...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
    • 9. 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
    • 10. 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”
    • 11. Network Applications
      Compute
      Last Mile
      Transport
      +
      +
      +
      Cloud Transmission
      Cloud Transport
      Cloud Cloning
      Carrier Provides
      “Connectivity API”
      Carrier Provides
      “Compute API”
      Carrier Provides
      “P2P API”
    • 12. 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
    • 13. 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)
    • 14. 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
    • 15. 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)
    • 16. 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
    • 17. 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
    • 18. BACKUP
      14
    • 19. 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
    • 20. 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 !

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