WIMS 2.0: Converging IMS and Web 2.0 New multimedia services for telecom networks TELEFÓNICA I+D, REFERENCE ARCHITECTURES FOR NEW NETWORKS PLATFORMS David Lozano, David Moro UNIVERSIDAD POLITÉCNICA DE MADRID, DEPARTEMENT OF TELEMATIC ENGINEERING Luis Ángel Galindo March 2008

01 Web 2.0: the land of new successful services 02 Telco 2.0: a changing future for the Telecom industry? 03 WIMS 2.0: Converging Telecom and Web 2.0 Index

01 Web 2.0: the land of new successful services

02 Telco 2.0: a changing future for the Telecom industry?

03 WIMS 2.0: Converging Telecom and Web 2.0

01 Web 2.0: the land of new successful services 02 Telco 2.0: a changing future for the Telecom industry? 03 WIMS 2.0: Converging Telecom and Web 2.0 Index

01 Web 2.0: the land of new successful services

02 Telco 2.0: a changing future for the Telecom industry?

03 WIMS 2.0: Converging Telecom and Web 2.0

User-centric applications Social Networks Sharing and remixing photos/videos and all kind of contents (Blogs) Contents generated by and each type of user “ Dios los cría y ellos se juntan” (“Birds of feather flock together”) Web 2.0: the land of new successful services The Web 2.0 revolution 01

User-centric applications

Social Networks

Sharing and remixing photos/videos and all kind of contents (Blogs)

Contents generated by and each type of user

“ Dios los cría y ellos se juntan” (“Birds of feather flock together”)

Web 2.0: the land of new successful services Web 2.0 map Web 2.0 01 [email_address] cc under license cc 2.5 es of attribution 04.11.06 Recommendation Affiliation Audio Viral Marketing User decides The Long Tail Web standards Perpetual Beta Data AJAX Wikis Social Software Blogs CSS Design Mobility RSS Folksonomy Video IMS Open APIs Share Simplicity Service User is the core Microformats Economy Usability Participation Remixability Standardization Teleco 2.0 Design WiMAX Widgets Simplicity VC SOAP Syndication Videocasting XHTML ‘ Podcasting’ Granularity Aggregation Ruby on Rails ‘ Data Inside’ Collaboration UMTS LTE IM ‘ Page Rank’ Optimization for search engines Presence Cost per Click Modularity SEO Trust XFN FOAF Web 2.0 Web 2.0 Wikipedia GMail CSS Beauty GMail eBay Delicious LinkedID Itunes PayPal LinkedId Jabber Google Wasp Writely Google Maps Google News Yahoo Maps BaseCamp CastPost TrendMapper Pandora Blogger Live.Com CreativeCommons Amazon Delicious BitTorrent Skype PayPal Flickr OpenBC Technorati AdSense Fotolia TagCloud YouTube Mozilla Dodge Ball MTurk Ipodder A9 Friendster Upcoming Squidoo GTalk RSSReader Orkut Backpack Kiko ZenGarden StyleGala SimpleBits Etsy Flock Gmaps Mashups IceRocket 9Rules Zimbra Tadalist ProtoPage MyYahoo RememberTheMilk BlinkSale Zoozio Netvibes Unwieldly Meebo Alistapart Alexa Chalk.IT GTD Cloudalicious StumbleUpon TrendMapper Rollyo PubSub Wink InOrder BuzzTracker FeedBurner Feedster NewsGator Rojo Plazes Vimeo LastFM MeasureMap WordPress TypePad Mint Planzo Upcoming SoFLow Ning 43Things Digg TagTagger Taggling

Web 2.0: the land of new successful services Basic principles The Long Tail Data is the next ‘Intel Inside’ Users Add value Network Effects by Default Some Rights Reserved Perpetual Beta Cooperate, Don’t control Software above the Level of a Single Device 01 © Tim O’Really 2005

The Long Tail

Data is the next ‘Intel Inside’

Users Add value

Network Effects by Default

Some Rights Reserved

Perpetual Beta

Cooperate, Don’t control

Software above the Level of a Single Device

Web 2.0: the land of new successful services 01 Web 2.0 User-Generated Content Applications Network Widgets Search Engine Wiki Blog PodCast IM/e-mail vCalendar Payments Playlist Bookmarks VoIP RSS/ATOM VCards CMS PC Mobile Smartphone Tablet PC WiFi Broadband HSUPA BT 3G Tag Create Share Download Syndication Connect Communicate Find Publish Collaborate Innovate Interact WEB APIs MASHUPs UI COMMUNICATION DEVICES USERS COMMUNITY Web 1.0 Transport Mashplanet Purchases TV Twitter Fring

01 Web 2.0: the land of new successful services 02 Telco 2.0: a changing future for the Telecom industry? 03 WIMS 2.0: Converging Telecom and Web 2.0 Index

01 Web 2.0: the land of new successful services

02 Telco 2.0: a changing future for the Telecom industry?

03 WIMS 2.0: Converging Telecom and Web 2.0

Telco 2.0: a changing future for the telecom industry? Today’s Market World 02 Users are demanding the same paradigms as they have in their desktops Users are the core generating contents Bye Dad, Bye Mum I don’t know what we did wrong

Users are demanding the same paradigms

as they have in their desktops

Users are the core generating contents

Current networks are evolving towards big capacity networks The end of the scantiness of resources for the user Openness, not restricting the user necessities Evolve towards an ‘open garden’ To focus on assets such as distribution, relationships, billing, customer data and business partnership instead of network centric vision Willingness to learn from and interact with other Iplayers A desire to connect people above the promotion of services and contents To bring innovation and agility when services are offered to the users instead of competing in price. To relegate the fear to become a bit pipe and try to make a lucrative business of the transport of contents and services, fixing the appropriate prices and minimizing costs. Telco 2.0: a changing future for the telecom industry? Premises 02

Current networks are evolving towards big capacity networks

The end of the scantiness of resources for the user

Openness, not restricting the user necessities

Evolve towards an ‘open garden’

To focus on assets such as distribution, relationships, billing, customer data and business partnership instead of network centric vision

Willingness to learn from and interact with other Iplayers

A desire to connect people above the promotion of services and contents

To bring innovation and agility when services are offered to the users instead of competing in price.

To relegate the fear to become a bit pipe and try to make a lucrative business of the transport of contents and services, fixing the appropriate prices and minimizing costs.

Trusted relationship brand for the ‘Digital Lifestyle’ Divest of unnecessary capital assets Enhancing distribution capabilities Affinity partnerships User, the key. (loyalty, TTM, covering necessities) Telco 2.0: a changing future for the telecom industry? Business models Personal Communications Service Providers and Integrators Meet the point between services like voice, messaging, communities and presence and paradigms like on-line games, social networks and opinion sharing Enabling Platform providers for third party services  Interoperability with IT and Web Connectivity Providers Transporting data from the services and user applications. Globalization of the operations, Differentiation based on the extended QoS compared with Iplayers and competitors. Values is defined by the receiver more than the giver Dave Ulrich ( Professor of Business Administration at the University of Michigan ) 02 Loyal clients Innovative and Integrated services Compromised employees Profitable Growth

Trusted relationship brand for the ‘Digital Lifestyle’

Divest of unnecessary capital assets

Enhancing distribution capabilities

Affinity partnerships

User, the key. (loyalty, TTM, covering necessities)

Personal Communications Service Providers and Integrators

Meet the point between services like voice, messaging, communities and presence and paradigms like on-line games, social networks and opinion sharing

Enabling Platform providers for third party services

 Interoperability with IT and Web

Connectivity Providers

Transporting data from the services and user applications.

Globalization of the operations, Differentiation based on the extended QoS compared with Iplayers and competitors.

01 Web 2.0: the land of new successful services 02 Telco 2.0: a changing future for the Telecom industry? 03 WIMS 2.0: Converging Telecom and Web 2.0 Index

01 Web 2.0: the land of new successful services

02 Telco 2.0: a changing future for the Telecom industry?

03 WIMS 2.0: Converging Telecom and Web 2.0

WIMS 2.0: Converging IMS and Web 2.0 IMS: keystone for Internet & Telecom convergence Given the aforementioned situation, telecom industry needs to join the Web 2.0, the environment for the evolution of IP-based services Why IMS to join this new service environment? It uses Internet technology (TCP/IP) => open-garden philosophy is feasible Multimedia support from the beginning As common control system, it provides FMC => broadest scope (wireless and fixed systems…any IP-based transport system!) Horizontal service development reduces TTM for new services To pay off for already made investments 03 Keystone for new Telecom business model UTRAN/HSPA DSL/WiFi/etc. IP Core IMS TRANSPORT SUBSYSTEMS IMS IMS Services WIMS Platform Web 2.0

Given the aforementioned situation, telecom industry needs to join the Web 2.0, the environment for the evolution of IP-based services

Why IMS to join this new service environment?

It uses Internet technology (TCP/IP) => open-garden philosophy is feasible

Multimedia support from the beginning

As common control system, it provides FMC => broadest scope (wireless and fixed systems…any IP-based transport system!)

Horizontal service development reduces TTM for new services

To pay off for already made investments

WIMS 2.0: Converging IMS and Web 2.0 A two-sided strategy for convergence 1. Offering IMS capabilities to Web 2.0 environment: Exposure of IMS capabilities through open Web APIs : Portable Service Elements (PSEs): IMS widgets for “incrustation” IMS in Internet mashups Already existing initiatives (http://open.movilforum.com) New ways for User-Generated Content enabled by IMS 2. Using Web 2.0 services and technology to enrich telecom services: Incorporation of Web 2.0 content and events into telecom services IMS on-line applications: telecom services provided through web pages 03 IMS API exposure Presence VideoSharing Session control IM IMS Feeds Multimedia Content PSE Benefits for both telecom and web 2.0 services

1. Offering IMS capabilities to Web 2.0 environment:

Exposure of IMS capabilities through open Web APIs :

Portable Service Elements (PSEs): IMS widgets for “incrustation”

IMS in Internet mashups

Already existing initiatives (http://open.movilforum.com)

New ways for User-Generated Content enabled by IMS

2. Using Web 2.0 services and technology to enrich telecom services:

Incorporation of Web 2.0 content and events into telecom services

IMS on-line applications: telecom services provided through web pages

WIMS 2.0: Converging IMS and Web 2.0 Portable Service Elements: IMS Widgets PSEs for viral expansion of IMS services in Web 2.0: Personal communication Context information: Presence Localization Etc Customization of Web 2.0 services 03 Target web sites: those allowing integration of widgets. Feasible in the short term INVITEs For 3rd party call Audio call Call-Me Button On Click

PSEs for viral expansion of IMS services in Web 2.0:

Personal communication

Context information:

Presence

Localization

Etc

Customization of Web 2.0 services

Target web sites: those allowing integration of widgets. Feasible in the short term

WIMS 2.0: Converging IMS and Web 2.0 IMS in Internet Mashups IMS capabilities as INTEGRAL component of Web 2.0 services: Direct incorporation of IMS capabilities by Web 2.0 services Increased value for both IMS and Web 2.0 services Very relevant impact in the long-term 03 Real-time sharing of videos Telefonica/YouTube IM David : Hi, what do you think about this new video John : amazing,…but I don’t believe him

IMS capabilities as INTEGRAL component of Web 2.0 services:

Direct incorporation of IMS capabilities by Web 2.0 services

Increased value for both IMS and Web 2.0 services

Very relevant impact in the long-term

WIMS 2.0: Converging IMS and Web 2.0 New ways for publishing User-Generated Content Mobile terminals are expected to become a crucial source of User-Generated content: IMS capabilities can be used to boost the publication towards Web 2.0 User context can also be understood as User-Generated content 03 IMS Presence Publication with added value (presence, location, etc) Automatic publication of personal note for microblogging

Mobile terminals are expected to become a crucial source of User-Generated content:

IMS capabilities can be used to boost the publication towards Web 2.0

User context can also be understood as User-Generated content

WIMS 2.0: Converging IMS and Web 2.0 Web 2.0 content and events into Telecom services Subscription to: Multimedia content from Web 2.0 services Generic events from Web 2.0 services Distribution or inclusion of the obtained content/events within operator’s services => enrichment of service offer 03 IMS Presence Ring Forward Tone

Subscription to:

Multimedia content from Web 2.0 services

Generic events from Web 2.0 services

Distribution or inclusion of the obtained content/events within operator’s services => enrichment of service offer

The most important single ingredient in the formula of success is knowing how to get along with People Theodore Roosevelt