Previewing the Next-Generation Cloud Mobility and Productivity


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This prsentation discusses how LTE will deliver better and better experiences to the end users, who delivers these experiences, how
ARPU issues need to be tackled and
management of the data, especially video.

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  • BENEFITS Cost Savings: Companies can reduce their capital expenditure (CAPEX) and use Operational expenditure for increasing their computing capabilities. This is a lower barrier to entry and also requires less in-house IT resources to provide system support   Scalability/Flexibility: A company can scale from a small deployment to a large deployment rapidly and then scale back if necessary. This allows for companies to use extra resources at peak times to satisfy all demands.   Reliability : services using multiple redundant sites support business continuity and disaster recovery.   Maintenance: All system maintenance is with the cloud service provider and access is through APIs which don’t require application installations onto PC’s further reducing maintenance requirements. CHALLENGES Security and Privacy : Probably two of the more contentious issues around cloud computing relate to the storage of and the security of data and the monitoring of the usage of the cloud by the service providers. These have been cited as primary reasons for slowing the deployment of cloud services   Lack of Standards : Although clouds will have documented interfaces, there are no standards associated with these and thus clouds will in all likely hood not be interoperable. The Open Grid Forum is developing an Open Cloud Computing Interface to resolve this issue and the Open Cloud Consortium is working on cloud computing standards and practices.   Continually evolving : The requirements of users are continually evolving, as are the requirements on interfaces, networking and storage. All of these mean that a ‘cloud’, especially a public one does not remain static and is continually evolving.   Compliance : SOX in the US and Data Protection directives in the EU are just 2 of a number of compliance issues for cloud computing based on the type of data and application that the cloud is being used for. These typically result in Hybrid deployment with one cloud internal for storing the data and keeping it in-house.  
  • Cloud / Hosted services are becoming more prevalent Enterprise, striving for efficiencies are moving their applications/services into the cloud Enterprise Edge connectivity becomes more important in this scenario In some cases the cloud may be used primarly, others in conjunction with internal services, and other as an overspill when extra resources and capabilities are needed All situations require remote provisioning, management and higher density capabilities in a distributed and virtualised deployment scenario. Expect smartphones/devices to access Enterprises capabilities as well as those in the public clouds
  • Previewing the Next-Generation Cloud Mobility and Productivity

    1. 1. CloudSlam 2011 Previewing the Next-Generation Cloud: Mobility and Productivity Neil Weldon Director of Technology
    2. 2. <ul><li>LTE and the data explosion </li></ul><ul><li>Cloud evolution & Cloud Benefits </li></ul><ul><li>Who delivers the cloud services ? </li></ul><ul><li>Who uses the cloud services </li></ul><ul><ul><li>Enterprises, Mobile Consumer and Mobile Business user needs </li></ul></ul><ul><li>Mobile Connectivity - next level of Interactivity </li></ul><ul><li>Entertainment growth </li></ul><ul><li>Paying for and Delivering the networks </li></ul><ul><li>Video Efficient Networks </li></ul><ul><li>Summary </li></ul>Agenda
    3. 3. Video is the Data Driver – especially for Mobile Broadband <ul><li>A large percentage of the estimated data volumes is expected to be video </li></ul><ul><li>This is across all networks </li></ul><ul><li>LTE Rollout picks up, with approx 160M Subscribers by 2014 </li></ul><ul><li>Drives Bandwidth Capabilities available to consumers </li></ul><ul><li>Access to bandwidth helps drive the usage of services </li></ul><ul><li>Bandwidth means better experience to the user for many services </li></ul><ul><li>HSPA+ helps deliver while we wait for LTE </li></ul>Source: Infonetics 2010
    4. 4. Mobile Data and Video Drivers Social Networking Bandwidth Smart phones Over the Top Apps Competition Mobile Subs
    5. 5. Cloud Computing Source: BaML, Cloud Wars, Part III, May 14, 2010 Client Server Computing Grid Computing Mainframe Computing 1980s 1990s 2000 2010 + Collaborative Computing Facebook Twitter Chatter WebEx SharePoint LotusLive
    6. 6. Clouds – Benefits and Challenges <ul><li>Benefits </li></ul><ul><ul><li>Cost Savings </li></ul></ul><ul><ul><ul><li>CAPEX savings and lower startup costs </li></ul></ul></ul><ul><ul><li>Scalability/Flexibility </li></ul></ul><ul><ul><ul><li>Scale to fit business needs </li></ul></ul></ul><ul><ul><li>Reliability </li></ul></ul><ul><ul><ul><li>Redundant systems and sites </li></ul></ul></ul><ul><ul><li>Maintenance </li></ul></ul><ul><ul><ul><li>Managed by cloud service provider </li></ul></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Security & Privacy </li></ul></ul><ul><ul><ul><li>Storage and security of data </li></ul></ul></ul><ul><ul><li>Lack of Standards </li></ul></ul><ul><ul><ul><li>Some efforts are ongoing to fix this, but don’t expect media and signalling interfaces </li></ul></ul></ul><ul><ul><li>Continually evolving </li></ul></ul><ul><ul><ul><li>Customer needs changing </li></ul></ul></ul><ul><ul><li>Compliance issues </li></ul></ul><ul><ul><ul><li>SOX and Data Protection issues </li></ul></ul></ul>
    7. 7. <ul><li>Over the Top Providers </li></ul><ul><ul><li>Looking for the Niche to gain market share in services </li></ul></ul><ul><ul><li>Looking to allow for their capabilities to be mashable and further increase penetration </li></ul></ul><ul><ul><li>Looking to increase corporate value </li></ul></ul><ul><ul><li>Quick and nimble </li></ul></ul><ul><ul><li>Fast to deliver on new services </li></ul></ul><ul><ul><li>Opportunistic and capable of grabbing mindshare quickly </li></ul></ul><ul><ul><li>Strategically, their business case may involve being acquired </li></ul></ul><ul><li>Operators </li></ul><ul><ul><li>Need to increase ARPU $$ </li></ul></ul><ul><ul><li>Need to gain share of new areas where they can leverage their networks – but they can be slow to adapt </li></ul></ul><ul><ul><li>Fighting against over the top providers for revenue share </li></ul></ul><ul><ul><li>Leverage knowledge, capabilities, and customer relationships to be the provider of choice </li></ul></ul>Who delivers the cloud services ?
    8. 8. <ul><li>Enterprises want to move from CAPEX build-out of capabilities to OPEX Model </li></ul><ul><ul><li>Provides scalability up and down for their needs </li></ul></ul><ul><ul><ul><li>Including Faster deployment for Enterprise growth </li></ul></ul></ul><ul><ul><li>Allows the scale-down of internal resources not focused on core business </li></ul></ul><ul><ul><li>No requirement for system maintenance and provisioning </li></ul></ul><ul><ul><li>As part of SLAs with provider, they can get redundancy and backup </li></ul></ul><ul><ul><li>Cloud services allow the Enterprise to deploy new capabilities and services faster such as including HD Voice or Video capabilities in communications </li></ul></ul><ul><ul><li>Increased productivity and connectivity for their staffs </li></ul></ul>Who Uses the Cloud Services - Enterprises
    9. 9. <ul><ul><li>Mobile Consumer </li></ul></ul><ul><ul><li>Broadband access from smart-phones providing rich communication feature sets </li></ul></ul><ul><ul><li>Voice, Video streaming, image, data, IM, SMS, video calling, News, Social Networking, ‘Entertainment’ </li></ul></ul><ul><ul><li>Operators need to be trying to place themselves into the mix here, along with the newer over top operators such as Google, etc. </li></ul></ul><ul><ul><li>Need to support a broad range of media types and adapt quickly for new ones </li></ul></ul><ul><ul><li>Mobile Business User </li></ul></ul><ul><ul><li>Similar to mobile broadband consumer, but company focused </li></ul></ul><ul><ul><li>Richer access and communications capabilities linked to business applications and processes </li></ul></ul><ul><ul><li>Access to ERP and CRM applications – click to call customer etc. </li></ul></ul><ul><ul><li>Cloud based services accessible from smart-phones and desktops alike </li></ul></ul><ul><ul><li>Business mobile access into Enterprise private cloud space too </li></ul></ul><ul><ul><li>The enablement of communications within current business applications </li></ul></ul>Who Uses the Cloud Services - Mobile Consumers and Business Users
    10. 10. <ul><li>Social Communications – Interactivity with friends, co-workers and customers </li></ul><ul><li>Collaboration – efficient and interactive communications options </li></ul><ul><li>Mashable connectivity with Business process systems such as ERP and CRM </li></ul><ul><li>Instant Messaging, Video calls </li></ul><ul><li>Better experience through increasing use of HD Voice and increasing use of better quality Video </li></ul><ul><li>Resulting in better Responsiveness and Productivity </li></ul><ul><li>More efficiently delivered through Cloud environments </li></ul>Mobile Connectivity driving next levels of Interactivity
    11. 11. Delivering End-to-End Customer Value VAS Application Enablement Multimedia Servers <ul><li>Mobile Commerce </li></ul><ul><li>Personalization </li></ul><ul><li>Entertainment </li></ul><ul><li>Information </li></ul><ul><li>Conferencing </li></ul>IP- PBX Applications Unified Messaging Fax Call Centre/ IVR Edge Services Value Added Services Services Mobile to Enterprise or OTT Provider is extremely important Private Cloud Mobile Enterprise Mobile Mobile
    12. 12. <ul><li>Content Creators see mobile as a new area for huge growth </li></ul><ul><ul><li>Snacking on video, watching news, events, TV programs, education </li></ul></ul><ul><li>Smartphones and Pads </li></ul><ul><ul><li>Blur of personal and business needs, but with the capabilities and screens for better customer experiences </li></ul></ul><ul><ul><li>Significant challenge for IT departments – connectivity and security </li></ul></ul><ul><li>Cloud Based deployment of video services helps deal with diverse </li></ul><ul><ul><li>Markets </li></ul></ul><ul><ul><li>Technologies </li></ul></ul><ul><ul><li>Devices </li></ul></ul><ul><li>Delivery of video will become specialized </li></ul><ul><ul><li>Transcode & Transrate, DRM management </li></ul></ul><ul><ul><li>Speedy adaption of new technologies, devices, markets </li></ul></ul>Entertainment Growth
    13. 13. <ul><li>Network rollout needs to continue and be funded – but with a business case delivering an ROI </li></ul><ul><li>Flat rate does not give necessary ARPU </li></ul><ul><ul><li>Works for volume connections, Machine to Machine deployments </li></ul></ul><ul><li>Different models open to operators with variable pricing based on </li></ul><ul><ul><li>Quality of service </li></ul></ul><ul><ul><li>Bandwidth guarantees </li></ul></ul><ul><ul><li>Traffic prioritization </li></ul></ul><ul><ul><li>Advertising- with pre/post roll and overlay is extremely important to the operator to generate the revenue </li></ul></ul><ul><ul><li>SLA associated with applications </li></ul></ul>Paying for and Delivering the Network
    14. 14. <ul><li>Will not always be able to deliver the bandwidth to the end user for the required data type </li></ul><ul><li>Transcoding, Transrating, transsizing of video streams </li></ul><ul><ul><li>Deliver Quality of Experience in congested networks </li></ul></ul><ul><ul><ul><li>Adapt frame rate, quality </li></ul></ul></ul><ul><ul><li>Adapt the media stream for the target device based on the device, screen size and resolution capability. </li></ul></ul><ul><ul><li>Deliver quality based on agreed billing SLA </li></ul></ul><ul><ul><ul><li>Get what you pay for ! </li></ul></ul></ul><ul><li>These capabilities need to be available from the network </li></ul>Video Efficient Network needs
    15. 15. <ul><li>LTE will deliver better and better experiences to the end users, be they businesses or consumers </li></ul><ul><ul><li>Interactivity, communication, entertainment.. </li></ul></ul><ul><li>Who delivers these experiences is a mix of </li></ul><ul><ul><li>Over the Top providers </li></ul></ul><ul><ul><ul><li>Can grab mindshare quickly and become default </li></ul></ul></ul><ul><ul><li>Operators </li></ul></ul><ul><ul><ul><li>Have the relationship, internal data to deliver real value </li></ul></ul></ul><ul><ul><ul><li>Can deliver their own services and aggregate others </li></ul></ul></ul><ul><li>ARPU issues need to be tackled with new billing models </li></ul><ul><li>Management of the data, especially video, to the underlying conditions and SLAs will help deliver a better QoE to the consumer </li></ul>Summary
    16. 16. Dialogic, Veraz, Brooktrout among others as well as related logos, are either registered trademarks or trademarks of Dialogic Inc. and all companies controlling, controlled by, or under common control with Dialogic Inc. ( “Dialogic”). The names of actual companies and products mentioned herein are the trademarks of their respective owners. 03/11