Developing network strategies to support wholesale market operations

Developing network strategies to support market operations WUWM Conference Mexico D.F. - 1 -
Member of
TELECOMMUNICATIONS
NETWORKS
Agustín Argelich
Argelich Ingenieros, Barcelona (Spain, Europe)
The Market’s Nervous
System
Developing network strategies to
support market operations
Member ofMember ofMember of
April 25th 2008

Member of
Agenda
Scope
TechnologyStrategy
Why do I need a network in
my market?
Converging IP networks are a
mandatory infrastructure.
Case Study
Mercabarna IP Voice, Data, and Video Network

Member of
Mercabarna Telecom Network
is a reference worldwide.
MB telecom network is not only
a state-of-the-art, IP
converged network (voice,
data, video, and control) in a
large private campus with
multi-business users, it is also
significant for its financial and
ongoing management models.
15 years of permanent
improvement and evolution,
always open to cooperate with
all the players.
A Consolidated Project
A Success Model

Member of
When Do We Use a Network?When Do We Use a Network?
To thinkTo fish
We need telecom
networks to create wealth
as well as for safety and
security reasons.
To be
connected
To protect
ourselves
To rescue
somebody

Member of
NetworkingNetworking
If you are interdependent,
you are efficient (Stephen
Covey).
The Market is Networking
The market is networking, a
network of personal and
business relationships and
contacts that provide great
fluidity and efficiency through
advanced electronic networking.
Life is networking.Life is networking.

Member of
Future TrendsFuture Trends
Interdependency
Networks - clusters
Security
Mobility
Focus on business
Flexibility. Change
Win-win
Globalization
IT technology is aIT technology is a
powerful tool.powerful tool.
The IT revolution is stillThe IT revolution is still
beginning.beginning.

Member of
TELECOMMUNICATIONS NETWORKS
The Market’s Nervous System
Development of a voice
telecommunications
network project, data
and video

Member of
The Project
Design, implement, and operate a state-
of-the-art private telecom network to
solve inside and outside facility telecom
needs.
Provide a competitive advantage to
businesses installed in MB with regard to
other food units or industrial areas.
Powerful voice, data, and video network.
Create a powerful telecom user group to
achieve better prices.

Member of
Project History of 15 Years
• 4th Qtr 1992 Feasibility studies
• 2nd Qtr 1993 Finished studies without approval. Spanish economic crisis after 92 events
• 2nd Qtr 1995 Reboot
• 1st Qtr 1996 Agreement between Facility Manager and Fruits and Vegetables sector to
begin
• January 1997 Phase I Fruits and Vegetables network working as an internal network
• December 1997 1st agreement with a carrier to connect network to public networks.
Global One (France Telecom)
• 1st Qtr 1998 Phase II: Network of complementary activities zone seaside
• December 1998 Cellular user group. Agreement with Vodafone
• 1st Qtr 1999 Phase III Network of Flower Market, Abattoir and access gates
• 1st Qtr 2000 Phase IV Network of complementary activities zone mountain-side
• 2nd Qtr 2000 Network manager and new fixed telecom carrier: Al-PI (France Telecom)
• 3rd Qtr 2002 Phase V: Network of Fish Market
• 2nd Qtr 2004 Ethernet Network migration from hubs to switches
• 1st Qtr 2005 Wi-Fi
• 2nd Qtr 2006 Video surveillance using Video IP (160 cameras)
• 1st Qtr 2006 Migration from TDM to VoIP

Member of
Network Life CycleNetwork Life Cycle
Ongoing management
Virtuous circle of
continuous
improvement
Implementation Procurement
Design
Strategy Plan
Needs analysis
Agreements with market operators
5-step methodology
to guarantee a
successful project

Member of
Networks Are the NervousNetworks Are the Nervous
System of the MarketSystem of the Market
The nervous system
transports different kinds
of signs and orders, sounds,
images, touch, heat, cold,
etc.
An IP telecommunications
network transports in a
transparent way different
kinds of information: Voice,
Data, Video, Control.
We have evolved from
service-specific networks to
a sole network.
We are moving on to a more
efficient and natural
solution.

Member of

Member of
Physical Network Topology
Double star topology
Market buildings (red): twisted
pair Cat Ve and Cat VII to each
point of sale
Complementary activities zone (yellow):
• A node in each block
• Multi-mode fiber directly to each
company building

Member of
Network Architecture
BACKBONE or CAMPUS NETWORK
Single and Multi-mode Fiber
2 x 1 GB links between nodes
CAPILAR NETWORK
Twisted Pair CAT Ve and CAT VII and Wi-Fi 802.11g
Ethernet 10/100/1000
Network
Management
DataVoiceVideo IP Control
Content Analytics
REAL-TIME and OFF-LINE
Alert
Research Tools
Private Telephony
Network
Analog Digital & IP
Applications
Industrial
Signals
Power Supply,
Lights, Cold, HVAC
REAL-TIME
Alert
Statistics

Member of
Network IP Architecture
Trigger Alerts
Database
Applications
Workstations
Network
Management
LAN
Video Server
Mass Storage
Access ControlBiometrics
Voice Server
Ethernet WAN
Remote office
VoIP
Audio Input
Video IP Audio
Output
Hotspot
Only one network for voice, data, video, and control

Member of
Ethernet Network
GIGASTACK
SX LINK
LX LINK
Video SX
CD1
CD2
C3508
(of FISH)
CC1
A GBIC1/GBIC2 of 6509
24 x RJ-45
C2950-24
C2950-24
C2950-24
FISH
P3P2P1
P0
C2950-24
C3508
C2950-24
EX
A GBIC3 of 6509
BANKS
C3548
C-3550-24-FX
C3508
MERCATRADE
MERCAEUROFRIO
FRIGOSCANDIA
3 X C2950-24
FLOWERS
C2950-48
Z1
24 x RJ-45
C3550-24-FX
A
B
G
C F
E
D
G0
24 x RJ-45
24 x RJ-45
24 x RJ-4524 x RJ-45
24 x RJ-45
C2950-48
C2950-24
24 x RJ-45
24 x RJ-45
24 x RJ-45
24 x RJ-45
24 x RJ-45
24 x RJ-45
C2950-24
C2950-48
C2950-48
C2950-24
C2950-48
C2950-24
24 x RJ-45
24 x RJ-45
24 x RJ-45
24 x RJ-45
C2950-48
C2950-48
C2950-48
C2950-24
C2950-24
CD3
3750G-24TS-E
CD4 3750G-12S-S
24 x RJ-45
24 x RJ-45
C3550-24-FX
C3550-24-FX
Punt Verd (recycling)
C2950-24
C3508
C3550-24-FX
C3548 C3548 C3548 C3548
3750G-24TS-E
3750G-12S-S
Video LX
FRIMERCAT-2
Z0

Member of
Corporate Voice Network
1 PRI
320 ext. a/b
Network Supervisor
B
C
G
E
F
2Mbps
GSM
MOBILE/WIRELESS
Node G0
Node Z0
Head office
IP PHONES
W2
W2
8 E&M
160 ext. a/b
W2
Cultivar
112 ext. a/b
112 ext. a/b
16 ext. dig. So
Voice Mail
8 E&M
160 ext. a/b
FISH
W2
ISDNI
FRANCE TELECOM
(AL-PI)
4 PRI
128 ext. a/b
128 ext. a/b
B0
QSICS
Bus 50Mb Tenovis
- 2200 Analog & Digital
- 100 IP Extensions
Ethernet
W2
W2
B2
B2
B2
B3
B1 B2
B2

Member of
Wi-Fi Wireless Network
Wireless Security
• All transmissions are encrypted using IPSEC, L2TP, or PPTP.
• Each terminal uses a VPN tunnel.
• ACS radius assigns an IP address of a business VLAN.
120 access points
ACS / WLSE / DHCP
Catalyst 29XX
Catalyst 35XX
Access Point
Catalyst 6500
VPN 3000
Wireless Users
Internet
PIX
VPN 3000
ACS / WLSE / DHCP
Catalyst 29XX
Catalyst 35XX
Access Point
Catalyst 6500
VPN 3000
Users
Internet
PIX
VPN 3000
Mobility
A voice/data/video terminal can be
connected to the network via radio
Wi-Fi Management
• Channel assignment
• Intrusion detection:
unauthorized access points
• Complex implementation
phase

Member of
IP Video
LAN
INTERNETRemote Control Anywhere
Control Center
Indoor CameraOutdoor Camera
Video Cameras: 160
On-line: 1 week
Record: 24 x 7
Permanent bandwidth per camera: 1.5 MB
Video CODECS: MPEG-4 and MJPEG
Video Size: 1 CIF (352 x 288)
Frames: 15 fps
Motion Detection Camera
Really easy to add or move any
camera; you only need a
network.
Video content analysis

Member of
Services
Facility Manager
Corporate LAN and Internet access
Corporate PBX
Video surveillance
Industrial Control: light, electrical consumption control, cold
stores
Access Control Applications
Facility Users
Corporate VLAN
VPN with external offices
Virtual corporate PBX fixed and mobile abbreviated number plan
Best prices for telecom services, calls, WAN, Internet

Member of
Technological Partners
Video IP, cameras and record and analysis
platform
Cabling system
Ethernet network switches and Wi-Fi
equipment, security: firewalls and VPN
servers
Voice
Network Manager and fixed telecom carrier
Wireless carrier

Member of
Most Significant Figures
1 GB Internet connection
120 Wi-Fi antennas
450 business data connections at
100 and 1,000 MB
350 VLANs
2,200 fixed telephony extensions
Pool of 1,100 cellular phones
integrated into the fixed telephone
network
160 IP video cameras

Member of
New Projects – New Challenges
Try to achieve a virtuous circle of permanent
improvements.
Continuously suggest new applications,
solutions. Explain new technologies.
• Facility Security: control video cameras accessed
through security agents’ PDA
• Voice migration from TDM to VoIP. Wireless VoIP
• Industrial control using IP:
Power Consumption
Light
Industrial Cooling
HVAC
New Ideas

Member ofMember ofMember ofMember of
Financial Model
Each players focalized in
her business
A Win to Win Solution

Member of
Current Financial Model
For the Facility Manager the network is now a financial
business.
Investments
Services
Network rent income
Fees
Fixed Telecom
Carrier
Network
Manager
Cellular
Telecom
Carrier
System
Integrator
Consultant
Users
Facility
Owner &
Manager
Cisco AMP Avaya Sony ...
Fix Telecom
Carrier
Network
Manager
Cellular
Telecom
Carrier
System
Integrator
Consultant
Users
Facility
Owner &
Manager
Cisco AMP Avaya Sony ...

Member of
Current Financial Model
Facilities Manager (FM) capitalizes network and receives
rent from carriers to pay it off.
For FM this is a financial business in itself, but the facility
also attracts more and more qualified clients indirectly.
End users pay directly to the carriers and pay
complementary particular investments.
Model advantages:
• FM possesses financial authority and also controls the
network, including the quality of services.
• Carriers do not need to do an important investment in
last mile. Get a lot of clients in only one point, the
central node.
• Users have powerful, cheap, and fully managed
telecom services.
• All players are focused on their business.

Member of
Ongoing Management
Model

Member of
Management Model
Businesses run on networks, and networks
run with management.
Three levels:
Facility Manager Board of Directors: when telecom issues are being discussed,
the telecom consultant is invited. Take strategic decisions to achieve business
objectives.
Work group or supervising committee: objective quality control and price of
services and propose new investments and applications. Analyze statistics.
Users committee

Member of
Management Model
Get ahead of user needs.
Look for the best
interlocutor.
User support is key to the
project’s success.
ConsultantFacility Manager
Representative of
Flowers Market
users
Representative of
Fruits & Vegetables
Market users
Network
Management
Representative of
Fish Market users
Representative of
Abattoir users
Users Committee
Supervisor CommitteeUsers

Member ofMember ofMember ofMember of
Keys of Success

Member of
Win-win
Active user support and participation is key to a
project’s success.
MERCABARNA and MERCAMADRID have
developed the Fish wholesale market telecom
network using EC FIFG financial instruments.
International Funds.
Businesses run on networks, and networks run with
management.
Each player focuses on their businesses.
Pro-activity. Get ahead of user needs. User
support is key to the project’s success.
Ensure support of market leaders.

Member of
Marketing is Networking
“Telecom networks allow small companies to better
compete with large organizations.” The MB network has
also a social component.
All businesses need telecom networks, including traditional
ones.
A telecom network is the nervous system of all
organizations and facilities. Without networks they cannot
coordinate well.
Networks will be present everywhere.
To reach for the future you need networks.

Member of
Marketing is Networking
Mercasa, Mercabarna: Argelich boasts 15
years of expertise designing, implementing,
and managing a wholesale market campus
network.
We offer you sharing our know-how to
modernize and improve wholesale markets
worldwide. A project which runs for fifteen
years is a guarantee for success.

Member of
Let us create
wealth together.
Shaping the FutureShaping the Future……..
By improving your
networks you will …
Improve your life.
Improve your
society.
Improve your
markets.

Member of
Questions?
Please feel free to ask
anything.

Member of
Thanks. . .
Thank you for your attention.
Please do not hesitate to
contact us if you need further
information.

Member of
Contact Data

Member of
AgustAgustíínn ArgelichArgelich
Telecom Engineer (12/1986) www.salle.url.edu
European Engineer (no. 12,868 ES) www.feani.org
Vice President of Society of Telecommunications
Consultants and Chairman of the International Affairs
Committee www.stcconsultants.org
Founder. Director. Principal Consultant. ARGELICH
INGENIEROS. Independent Telecom Consultancy and
Engineering Company
Member of COITT www.coitt.es
Member of IEEE www.ieee.org
Member of Cercle del Coneixament www.cperc.net
Founded the Company in 1992
20 years in telecom project management
Previous professional experience:
Barcelona '92 Olympic Organizing Committee (04/1990 to 10/1992). Technology
Director IX Paralympic Games Barcelona '92. Telecom Controller during Olympic Games.
Ascó Nuclear Power Plant (03/1988 to 03/1990). Telecom Manager
Spanish Air Force. USA and Spanish Common Air Base in Saragossa (03/1987 to
02/1988). Lieutenant

Member of
Contact DataContact Data
Rambla de Catalunya, 112
08008 Barcelona (Spain)
Tel. + 34 93 415 12 35
Fax + 34 93 217 42 98
e-mail:
argelich@argelich.com
www.argelich.com

Member of
Independent Consultancy
Services
• Feasibility studies.
• Negotiate agreements between end user and the Facility Manager.
• Look for international funds.
• Design and re-design financial models.
• Prepare technical specifications. Network design.
• Select systems integrators. Public tender process. Propose and
negotiate contracts.
• Project management of implementation phase. Acceptance test.
• Select network manager. Public tender process. Propose and
negotiate contracts.
• Select carriers. Fixed and wireless (cellular).
• Ongoing network management supervision.
• Propose new investments and projects. Discuss with carriers and
network manager.

Member of
panrico.com
nyn.essagelogiccontrol.com
manpower.esmercabarna.es
laufen.comroca.es
aena.es
atll.esfibanc.com
palexmedical.com areas.es
ub.es
REFERENCESREFERENCES
regal.es lear.com grifols.esterrassa.catmercamadrid.es

Developing network strategies to support wholesale market operations

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