Mondial Telecom Cherry at Mobile Monday Brussels-

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Challenges for an MVNO in a saturated mobile penetration market; case of Cherry a wifi-GSM enabled solution. Presented dring MobileMonday Brussels meeting on MVNOs

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Mondial Telecom Cherry at Mobile Monday Brussels-

  1. 1. "How SIP and VoIP is transforming the model" Davy Van De Moere CTO Mondial Telecom
  2. 2. Content • Short on Cherry • Trends • MVNO’s – the classic model (sales, sales, sales) • The challenge – Differentiate • Using IP on GSMs • UMA • IMS (Getting the V out of MVNO) • The success matrix • Integrate SIP with SS7 • Use correctly 802.11 networks • User transparency • CME – challenge • God is the Detail 2
  3. 3. How chocolate, French fries, beer and Cherry relate… 3
  4. 4. First off … what is Cherry actually doing? • You just want to see it right? Here it is… •  hat was: T • Wifi – calling on the beach of Knokke using Wifi • See more at Youtube, google for “cherry world premiere”, and see the Handover in action. • Cherry is: • Call out on Wifi with the same number • Call in on Wifi with the same number • Smooth handover in call • QoS although differently implemented • And some nice goodies 4
  5. 5. The Cherry app on Nokia 5
  6. 6. Cherry’s handover • when walking out of wifi the cellphone moves the Wifi leg to a GSM leg 6
  7. 7. Relevant trends • Smartphone penetration is rising (In Belgium that’s about 6% now) • Wifi networks become more spread, as well as the public wifi networks • All communication is migrating towards a full IP world • Integration of networks starts to happen 7
  8. 8. MVNO – The classic model • MVNO’s advantage was: • other price models • lower margins due to lower overhead • different service • good sales organizations • MNO’s reached +100% market penetration, the rules have changed, it’s market saturation time! • MVNO’s and MNO’s need new differentiation 8
  9. 9. MVNO – Differentiate • FMC is one way to differentiate, there are a few ways to do that, and other examples are here today! • It allows for : • Much lower cost structure when calls are on wifi, arbitrage possibilities! • Major advantage when roaming • Better coverage indoors! • New/unique features for the end user • Control by the MVNO on its customers calls, making it a MSSO ? (Mobile Shared Spectrum Operator? ) • We all know one day all communication will be on IP, don’t ask me for a timeframe ;), all we know, is it can only be a smooth transition. 9
  10. 10. Mobile FMC had two paths until Cherry came along… • UMA vs IMS • UMA : Change the CPE infrastructure • IMS : No need to change, everything you need is already there • PicoCells , FemtoCells? • Nice technology, no really! But who’ll pay for all that radio power ? It’s only a CAPEX to OPEX transformation for a MNO. And there are still quite some technical difficulties. 10
  11. 11. The success matrix • Integrate SIP with SS7 • Use correctly 802.11 networks • Making it transparent for the user • CME – challenge • God is the Detail : Get the OSS/BSS straightened out 11
  12. 12. Integrate SIP with SS7 • SIP is from Venus, SS7 from Mars, as all marriages, it ain’t easy. • There are no written rules yet, on SIP to SS7 integration on Mobile usage 12
  13. 13. Use 802.11 networks in a good manner • Users have a random behavior, they are walking in and out wifi networks • We only want to put calls on wifi when we’re sure about the audio quality, still that’s a huge % of the calls • We don’t want to overuse it as well, to enlarge battery life 13
  14. 14. Making it transparent for the user • Users are stupid? No! They just don’t care about the cost of their next call. They don’t want to bother with technicalities, but they appreciate a lower invoice at the end of the month. • Lower cost and a few nice extra features are key to convince the user, good quality all the time, and ease of use is imperative to retain them. 14
  15. 15. Making it transparent for the user (cont.) • Provisioning needs to be as simple as can be • Legal aspects need to be covered • Home/work wifi networks need to be sufficient from a range/bandwidth perspective • Application needs to as easy as possible, offcourse the hardest part is making an application to be mostly in the background, not interfering with the user. 15
  16. 16. Customer Mobile Equipment • The market is very heterogeneous : • Nokia has 3 main platforms on the market NOW, for smartphones. • Iphone • Windows Mobile has 2 relevant platforms • Android has 2 release branches • RIM • … • Much 3rd party apps • Different CPU speeds, memory performance, screen displays, etc… • And it is used in a random-like manner 16
  17. 17. God is in the detail • A lab environment is different place then the actual field • Hence, on OSS deep monitoring and analysis are required • On BSS CDRs of handed over calls are not straight forward • BSS has even wider multidisciplinary requirements • Educate the user 17
  18. 18. Cherry is open for business • Cherry had a friendly user test with tech loving people in July, launched commercially on 26/8 , distribution channels opened in october • We have most of the ingredients on our shelves: • CME support • SIP expertise • SS7 – SIP integration , in layman terms , how to connect to a MNO • BSS experience • Wifi knowledge • Cherry is a solution provider, next up is International Expansion • We’re open to discuss business opportunities 18
  19. 19. Cherry is open for business (cont.) Contact: d.vandemoere@mondialtelecom.be (CTO) – yours thruly bernard@mondialtelecom.be (CEO) visit www.becherry.be & google for “Cherry world premiere” 19
  20. 20. Q&A 20

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