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LTE development and services


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LTE development and services

  1. 1. This document is offered compliments of BSP Media Group. All rights reserved.
  2. 2. LTE Deployment and Services All material is Copyright © Informa Telecoms & Media 2001-2010
  3. 3. Services for LTE LTE Services • 3rd Party Content • Operator Managed Content • Video, Social Networking, WWW LTE Network • Is a transport/delivery network • Can manage content QoS • High capacity means many customers Content Management • IMS • Service Delivery Platform • LTE compatible with existing solutions 2
  4. 4. Voice and LTE IMS Network • • • • AS TAS Call Session Control Function (CSCF) Register VoIP Users Processes VoIP Call Manages VoIP Services CSCF IMS Signalling (SIP) IMS VoIP App HSS PCRF EPC Media (RTP) 3 LTE Network • • • • Establishes Initial Bearer Must maintain an “always on” connection Transfers SIP Signalling to IMS Routes the VoIP Media
  5. 5. Default and Dedicated Bearer Properties QCI – 5 ARP – 9 APN AMBR UL .5Mbps APN AMBR DL 1Mbps QCI – 1 ARP – 9 GBR –MBR 32Kbps TFT Default Bearer UE Dedicated Bearer PDN Connection IPv4 – IPv6 – 5555::a:b:c:d 4 IMS
  6. 6. CSFB Architecture MSC Server Core: Voice MAP HSS SGs 2G/3G GSM/UMTS S6 UE 4G LTE 5 MME Core: Data
  7. 7. Standards for Voice over LTE GSMA Standards for RCS ( Release 1 Offered the first definitions for the enrichment of voice and chat with content sharing, driven from an RCS enhanced address book. Release 2 Added broadband access to RCS features: enhancing the messaging and enabling sharing of files. Release 3 Focused on the broadband device as a primary device. Release 4 Included support for LTE. Release 5 The most recent release, global interoperability is a key aspect of these specifications RCS/joyn Services • • • • • • • • • • 6 1-to-1 Chat Group Chat File Transfer Content Sharing Social Presence Information IP Voice call Best Effort Video call Geolocation Exchange Network based blacklist Capability Exchange based on Presence or SIP OPTIONS
  8. 8. Informa Survey  7 When Will Operators Go Live with VoLTE?
  9. 9. Informa Survey  8 Is it possible to charge a premium for VoLTE?
  10. 10. Informa Survey  9 How much does ARPU increase after LTE launch?
  11. 11. Informa Survey  10 Do you intend to offer exclusive LTE content for free?
  12. 12. Informa Survey  11 How much does data traffic increase after LTE launch?
  13. 13. LTE Encourages Data Usage – Some Evidence 8x 3G 9x 2 – 2.5GB per month – 40% of New Adds were 4G – 70% taking Unlimited Plan ($55) 3G 50% inc 1.6GB per month Samsung figures show much higher use of LTE (141% inc over 3G – 3GB) Germany 12 11-12GB per month – mostly dongle use (similar to fixed network)
  14. 14. Macrocells vs Smallcells 13
  15. 15. Total RAN Capacity Density 14
  16. 16. Small Cells - Regional Trends 15
  17. 17. Five Considerations for Small Cell Rollout Identifying Experience Hotspots   How do I locate traffic Hotspots? How do I target high value users? Automated Backhaul Design   Catalogue Driven Rollout   How do I simplify network rollout? How can I de-skill routine activities? What is the most effective design? Which is the least cost/time option? Network Policy Control   How do I ensure optimum application experience? How do I monetise premium services? Monetising Premium Wi-Fi   16 How do I create service differentiation? What are new revenue opportunities?
  18. 18. LTE Launch Strategies – Don’t Do This…        17 Charge a high and unjustifiable premium for 4G. Fail to effectively communicate the benefits of 4G over 3G. Offer a limited device line-up. Fail to provision the network with devices to offer a genuine 4G experience. Fail to align marketing with network rollout. Fail to clearly identify which segments of the market 4G is targeting Have a weak 2G/ 3G-to-4G migration strategy for existing users.
  19. 19. LTE Launch Strategies – Do This…  Don’t charge a significant premium for LTE: Operators that have successfully charged a premium for LTE have done so by making the premium small and clearly justifiable, and at a level the target market will accept.  Build out a network with good coverage in key cities/ areas first, then expand to other major cities/ urban areas then out to rural areas.   Offer a compelling device portfolio at different price points. Communicate the value of LTE – emphasizing speed in conjunction with enhanced quality has proved to be enough.   Use LTE to evolve the brand through emphasizing the enhanced experience LTE offers. Increase the overall value in the LTE subscription: premium content, enhanced voice and messaging services have been proved to improve KPIs. 18