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Carrier As A Service15102009
- 1. Carrier as a Service Finding the Carrier through the Cloud Vish Nandlall SVP & CTO Extreme Networks
- 3. Custom & Utility Computing
- 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 !
Editor's Notes
- 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).