БМ15

1. Внедрение новых услуг для
корпоративных клиентов с
помощью облачных решений
Леонид Бельский
Business Unit Global Services
Будущее Телеком Индустрии:
10 июня 2015

2. Operator Cloud jorney …..

3. Operators’ Three transformation journeys
Telecom
Cloud
IT Cloud Commercial Cloud
Telecom Network
Transformation
Commercial Cloud
Offerings
Internal IT
Transformation
Virtualized network
functions e.g vEPC, vIMS
Virtualized IT functions for
internal use e.g CRM, OSS/
BSS
Cloud offerings sold as a
service (XaaS) e.g. Public
cloud for enterprises

4. © Ericsson AB 2015 | 2015-06-09 | Page 4
Operator Cloud options
Not mutually exclusive!
VNF Vendor
Islands
NFV on IT Cloud
OPNFV Cloud
Operator private
IT cloud
Operator commercial
cloud
Operator
IT Cloud
Operator
Commercial Cloud
Operator
Telecom Cloud
Business Drivers
Topline growth via
regional cloud services
Modernize legacy
IT platforms
Reuse private IT infra
for telco applications
Automation and network
slices
Platform flexibility/
SW/HW decoupling
Most operators
Current vEPC &
vIMS deployments
Examples
A
B
C
D
E

5. © Ericsson AB 2015 | 2015-06-09 | Page 5
Ericsson Cloud
Powering the Digital Industrialization of Modern Businesses
Cloud-based offerings
and applications
IT & operations
Infrastructure
Telecom
industry specific
offerings
TV & Media
industry specific
offerings
Transport
industry specific
offerings
Other
Industries
industry specific
offerings
› Cloud Transformation Services
› Operation of Data Centers and Cloud
› Converged Cloud
› Cloud Management
› Platform as a Service
› Infrastructure as a Service
› Data Center HW & Equipment Management

6. © Ericsson AB 2015 | 2015-06-09 | Page 6
Capability
Investment 1000+
Cloud Developers
600+
Principal Solution
Architects
500+
Experts in Research,
Stds & Tech Strat.
$1B
Investment in
3 ICT Centers
Acquisitions*, Investments* & Partners*
Platinum Board Member
Industry Ecosystem
Gold Level Board Member
Actively contributing to Neutron
(Quantum) WAN support
Co-editor of OVF 2.0 whitepaper
Active in all NFV working groups - editors of
Portability & Replicability and Availability
Framework, responsible for PoC Framework
IETF Chairman & actively
contributing on SDN working groups:
L2VPN, L3VPN, NVO3, I2RS
Gold Level Sponsor
* **
*
*
* *
*
*
Platinum member,
Co-founder
*
*
*
*
*
Ericsson’s Cloud Commitment
*
Cloud Transformation Partner
NFV
Operator
Internal IT
Operator
Commercial
Cloud
Complete Cloud offerings

7. Cloud industry trends

8. © Ericsson AB 2015 | 2015-06-09 | Page 8
The Shift to Service Providers
65-85
20-30
10-20
25-35
<5
20-30
5-10
10-20
Share of workload, %
Today
Cloud adoption for new
workloads and those
without sensitive data
2020
Multi-cloud adoption will
grow largely as an
alternative to on-premise
infrastructure
Less Critical Workloads
More Critical Workloads
“Owned”
“Utility”
Service
Provider
Private Data
Centers
Commodity
Cloud
Commercial
Cloud
Private “IT”
Cloud
Legacy
And from Legacy to Private Cloud

9. © Ericsson AB 2015 | 2015-06-09 | Page 9
q Cloud adoption is rising, however concerns about security and governance are limiting factors
for fully embracing cloud technology
q Increasingly, organizations are beginning to build infrastructure and applications that are cloud-
optimized and software-defined.
q 74% of enterprises are concerned about cloud security & governance.
q The market for PaaS solutions is increasing by over 35% in 2015, to USD 6b
q Two thirds of companies are either concerned or very concerned about the complexity involved
in managing and governing a hybrid cloud environment
q By 2015, the spending on cloud services is expected to grow by 20% and large data centers
will account for more than 25% of all data hardware
›
Cloud EVOLUTION
SECURITY TOP OF MIND AS EFFICIENCY & NEW SERVICES DRIVE CLOUD DEPLOYMENT

10. © Ericsson AB 2015 | 2015-06-09 | Page 10
Increasingly dominated by
AMZN, MSFT and GOOG
Extreme price pressure as the
big three compete for market
share
Very asset intensive with the
big three investing $16B in
CapEx in recent years to build
cloud infrstucture
Aggressive adoption by start-
ups and experimental
workloads but enterprise
adoption is lagging
“Commodity” Cloud:
A place to avoid
Amazon
Microsoft
Google
IBM
Rackspace
0,0%
40,0%
80,0%
120,0%
160,0%
0,0% 10,0% 20,0% 30,0% 40,0%
GrowthRate(ttm)
Market Share

11. © Ericsson AB 2015 | 2015-06-09 | Page 11
Many Enterprise workloads
need a better cloud
Must provide Enterprise-grade
security
Must comply with governance
rules in various industries and
legal jurisdictions
Must have a contracting
model that is aligned with the
needs of the enterprise
Operator “Commercial” Cloud:
Unlocking the opportunity
2010
2011
2012
2013
2014
2015
2016
Dedicated
Hos3ng
3
078
3
257
3
468
3
690
3
922
4
166
4
221
Shared
Hos3ng
8
584
9
385
10
455
11
621
12
888
14
244
15
689
Managed
Hos3ng
12
808
15
524
18
931
22
958
27
655
33
179
39
648
Public
Commodity
Cloud
996
2
190
4
230
6
707
9
388
12
396
15
579
$0
$10
000
$20
000
$30
000
$40
000
$50
000
$60
000
$70
000
$80
000
US$-­‐million
Worldwide
Hos2ng
and
Cloud
Market
Size

12. Evolving operator roles
ict service roles in the Networked Society
Applications &
Services
Systems &
Platforms
Connectivity &
Communication
Network
developer
Service
enabler
Service
creator
Service
producer
Service
platform
developer
Users, Content & Devices
Operators may need to
play multiple roles at the
same time…
… addressing different
market segments with
applied roles.

13. New cloud revenues

14. © Ericsson AB 2015 | 2015-06-09 | Page 14

15. © Ericsson AB 2015 | 2015-06-09 | Page 15
SHIPPING Industry Challenges
› Bunker efficiency (fuel costs)
› Earnings and Margin pressure
› Staff training & development
› Security/piracy
› Crew Welfare
› Legislation
› Insurance costs
Earnings
Costs
Profit
Earning
Costs
Value Driver

16. © Ericsson AB 2015 | 2015-06-09 | Page 16
Use case example
Ericsson voyage optimization solution for Maersk brings new revenues
for telecom operators
• The basic need for real time information on
the total fleet and individual vessel position
speed and direction
• GSM/VSAT for real time monitoring
• Ship to Shore communication
• Real time Voyage speed measured to
accuracy
• Common Communication platform
• A fully Managed service including Vendor SLA
Management Result: Customer saved USD 50 Million

17. © Ericsson AB 2015 | 2015-06-09 | Page 17
Ericsson Ict Cloud
Field Maintenance Customer
Support Center
Ericsson ICT Cloud
Telecom Network
Operator
Fleet Company
Insurance Companies
Telemed
Terminal / Port
Flag State, Port State &
Customs
Agencies
Operation Region I
Operation
Region VI
Operation Region II
Operation Region III
Operation Hub
Vessel
Captain & Owner/
Manager

18. © Ericsson AB 2015 | 2015-06-09 | Page 18
Ericsson’s emerging focus:
Helping build cloud services

19. © Ericsson AB 2015 | 2015-06-09 | Page 19
Ericsson ConsumerLab
annual research
1.1 billion
REPRESENTING
PEOPLE
100,000
RESPONDENTS
15
STUDIED
MEGACITIES40
MORE THAN
COUNTRIES

20. © Ericsson AB 2015 | 2015-06-09 | Page 20
Eight Connected home solution areas
Organization
Grocery Shopping &
Inventory
Home Security
Appliance
Management
Energy & Utility
Communication Entertainment
Health & Wellness

21. © Ericsson AB 2015 | 2015-06-09 | Page 21
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Alarm/Home Security companies
Home Improvement retail stores
Electronics manufacturers
Electric/Gas/Heating Utility companies
Wireless/mobile service provider / Telecommunications companies
Internet Service providers
Home appliance companies
Technology/Software companies (Google, Microsoft)
Consumer electronics stores
City/local municipality (provided as public service)
Cable television companies
Mass Merchant stores
Computer companies (Dell, Toshiba)
Local telephone companies
Emerging companies (Nest, Quirky)
Online retailers (Amazon)
Base : Those highly /moderately interested in any of the 8 areas and interested in
integrated home solutions (Rated 7 or above )
Ranking of potential suppliers
Across the countries in the study Alarm and Home security companies received
the highest scores to offer integrated home solutions

22. © Ericsson AB 2015 | 2015-06-09 | Page 22
Use case example
Operator To provide B2B MVNE PLATFORM
for security companies

23. Examples of new
commercial cloud services
for B2B

24. © Ericsson AB 2015 | 2015-06-09 | Page 24
Use case example
Secure cloud Storage
Operator X
End user
Secure Cloud Storage
User
SW suite
Standard API
Enterprise
Customer
services
Internal IT
services
Object storage
via standard API
Mobile
phone backup
Backup
Bulk document
storage
Personal
Cloud

25. © Ericsson AB 2015 | 2015-06-09 | Page 25
Ericsson & Cleversafe partnering on web-scale object storage
Secure Cloud storage
Accessibility
Security
Cleversafe Object Storage
Automation & Governance
+

26. © Ericsson AB 2015 | 2015-06-09 | Page 26
Platform Economics
Greater Resiliency at a Fraction of the Cost
• $/TB comparison"
• Analysis by Cleversafe customer"
80%+ lower cost30-60%+ lower cost
NAS Gateway and dsNet
dsNet Object DR protected
Current NAS DR protected
Current NAS Single Copy
Ericsson secure cloud storage vs Amazon Ericsson secure cloud storage vs NAS
$0
$1 000 000
$2 000 000
$3 000 000
$4 000 000
$5 000 000
$6 000 000
$7 000 000
$8 000 000
$9 000 000
$10 000 000
480 TB 960 TB 1920 TB 3840 TB
S3 Ericsson SCS

27. © Ericsson AB 2015 | 2015-06-09 | Page 27
Secure cloud storageCloud based Enterprise
Mobility Management
Cloud based
Push-to-talk
Cloud based MVNE
platform as a service
Cloud based
MVNE/MVNO
as a service
Cloud based Enterprise
Mobility Management
Ericsson Managed
Enterprise Cloud

28. © Ericsson AB 2015 | 2015-06-09 | Page 28
CLOUD PUSH TO
TALK
3G, 4G-LTE,
Wi-Fi
› Service Description:
Cloud-based PTT is a carrier-grade instant group
communication service with 3G/4G/LTE and Wi-Fi
compatibility and assured Quality of Service (QoS)
› Value delivered
Removed PMR network costs
› Target Customer
• Industry verticals
including: Hospitality,
Manufacturing,
Construction,
Transportation, Utilities,
and Energy
• CSP using old PMR or
Tetra or iDEN networks
and looking for a
featured substitute

29. © Ericsson AB 2015 | 2015-06-09 | Page 29
Cloud-based Push-to-Talk
ATTRACT AND
MAINTAIN HIGH
ARPU CUSTOMERS
DISPATCH
CONSOLE CUSTOMER
ADMIN TOOL
FULLY MANAGED BY
ERICSSON, WITH FAST
TIME-TO-MARKET
RUGGEDIZED
SMARTPHONES AND
ACCESSORIES
3G, 4G, LTE, Wi-Fi

30. Desktop PTT Client
Make a Push-to-Talk call conveniently
from a Windows PC without the need
for a handset.

31. Dispatch
Best-in-Class Dispatcher
• PC-based with friendly UI and
intuitive controls
• PoC calling directly from
interface
• Locate individuals
and verify presence
• Corporate Admin integration
• Call recording, call history and
alerts
• Dispatcher activity logs

32. Broadest Device Support

33. © Ericsson AB 2015 | 2015-06-09 | Page 33
MVNE/MVNO as a
SERVICE
› Service Description
Cloud Based, multi-tenant platform to serve
MVNO and MVNA/Operators
› Target customers
Operators and MVNO’s
› Value delivered
Reduced MVNE set-up complexity, risks and
costs Improved Time To Market
› Business Model
Pay-as-you-go model

34. © Ericsson AB 2015 | 2015-06-09 | Page 34
Ericsson Managed MVNE
Functionality Configuration
BSS
BSS
OCS
CORE
BSS
OCSBSS
BSS only
Minimum
Service provider
Intermediate
Full MVNO
BSS
Billing, CRM, subscriber portal, MVNO portal, white
label applications, PoS applications, campaign
manager, workflow manager, reporting, ticketing
OCS
Online charging system integrated with BSS
MVNE CORE
HLR, call control, USSD, SMSC, number portability,
top-up gateway, provisioning gateway, voicemail,
VAS, PCRF, DPI

35. © Ericsson AB 2015 | 2015-06-09 | Page 35
35+ MNVOS, 25+million subs

36. © Ericsson AB 2015 | 2015-06-09 | Page 36
ERICSSON MANAGED
ENTERPRISE CLOUD
› Service Description
Provides operators with a white label, ready-made
office and business application Software as a
Service (SaaS) suite for the Small Medium
Enterprise segment
› Target customers
CSP aiming to offer Services to SME
› Value delivered
Enable new revenue streams and reduce TTM
through ”OTT approach”
› Business Model
Pay-as-you-go model
Enterprise
Reliable and fully automated platform to
package and automate the provisioning
of any enterprise application

37. © Ericsson AB 2015 | 2015-06-09 | Page 37
› Wider application portfolio delivering more values
› Seamless migration (IN & OUT) with standardized tools & technologies
› Provision white labeling IT services built on operator’s own environment with high security
and reliability
Best-of-suite solutionsBest-of-breed solutions
Competitive advantages
The best-of-breed open standards solution on cloud with optimized TCO
EMEC

38. © Ericsson AB 2015 | 2015-06-09 | Page 38
.
.
E-Mail
Document Mgmt.
Chat
Virtual Desktop
Manage Products
M o r e ……
CRM
HRMS
Fleet Management
M o r e ……
Education
Automobile
Healthcare
M o r e ……
Promotions
Manage Customer
Metering
Manage Orders
Manage Invoice
Provisioning
Reports
Manage Tickets
Dashboards
Media & Entertainment
M o r e ……
M o r e ……
M o r e ……
EMEC - IT applications & Domains

39. © Ericsson AB 2015 | 2015-06-09 | Page 39
Ericsson management console
› Graphical console
for easy and efficient creation,
packaging and administration of
services
› Single integrated console for simple
operations and maintenance
REPORTS TICKETS
INTERACTIVE
DASHBOARDS
PROMOTIONSINVOICES
PROVISIONING METERING
MANAGE
CUSTOMERS
CREATE
PRODUCTS

40. © Ericsson AB 2015 | 2015-06-09 | Page 40
Functions
Applications
Help Desk
OTRS
Virtual Desktop Infrastructure
Ulteo
Chat
Openfire / Spark
Email
Zimbra
Document Management
Open DocMan / Nuxeo
Project Management
Redmine / Peoject forge
Website Builder
Drupal
System & User Management
Ericsson Management Console
Example USE CASES (1/1)
large telco in japan targeting small/medium enterprises

41. © Ericsson AB 2015 | 2015-06-09 | Page 41
Example USE CASES (1/2)
large telco in japan targeting small/medium enterprises
Functions
Applications
Network Monitoring
OSSIM
Public Key Infrastructure
EJBCA
LDAP Opendj
Service catalogue
Ericsson Management Console
Provisioning
Billing
Operations & maintenance

42. © Ericsson AB 2015 | 2015-06-09 | Page 42
ERICSSON MOBILITY MANAGEMENT
› Service Description:
Enterprise IT Toolbox
for Securely deploying Content on Mobile Devices
› Target Customer
Mobile Network Operator
› Value delivered
New revenue stream and bundles
Anywhere – anytime
› Business Model
Revenue share model with SAP
Manage physical devices
Deploy Business apps
Enable data sharing

43. © Ericsson AB 2015 | 2015-06-09 | Page 43
Meeting ENTERPRISE Needs
A comprehensive and integrated mobility management solution
Enterprise
Mobility
Management
Manage
and
Secure:
Mobile devices
Apps
Content

44. © Ericsson AB 2015 | 2015-06-09 | Page 44
› Share documents with
colleagues
› Upload to site for content
sharing
› Available on all devices
– Smartphones
– Tablets
– PCs
› Available to others
› Wrap app with security
features
– Password strength
– Expiration dates
– Time-fencing
– VPN requirements
› Deploy new app to
managed users only
› Assign app to user types:
– Marketing, Sales, Finance
› Post app on enterprise
store
› Promote app
› Monitor usage
Example USE CASES
APPLICATION
DEPLOYMENT
APPLICATION
WRAPPING
DOCUMENT
SHARING
WorkerIT IT

45. © Ericsson AB 2015 | 2015-06-09 | Page 45
An Opportunity For
MOBILE SERVICE PROVIDERS
Enterprise Mobility Management Revenues
World Market Forecast: 2013 to 2018
Source: ABI Research
The market for Enterprise
Mobility Management will more
than double in size between
the end of 2014 and 2018
451 Research

46. © Ericsson AB 2015 | 2015-06-09 | Page 46
77% of enterprises would buy
from Telcos*
› Vision to anticipate and address trends
› Management of third-party partners
› Consistent tiered help desk expertise
› Robust program and project management approach
› Exceptional account management and support
› Fully-managed end-to-end EMM solution in the Cloud
› Broad mobility-centric portfolio
› Expert consulting and advisory services
› Global presence to support multi-nationals
Telcos can provide what other EMM vendors lack**
* STL Partners
** Gartner Magic Quadrant for Managed Mobility Services, 24 July 2014
A TELCO IS A
SINGLE PROVIDER
WITH EXPERTISE
AND RANGE
THAT CAN
OVERCOME RISKS

47. © Ericsson AB 2015 | 2015-06-09 | Page 47
› 24x7 Help Desk Support
› Change Management
› Incident Resolution
› Lifecycle Management
› Device Management
› Application Management
› Application Security
› Content Management
Ericsson Turnkey Solution
Mobile
Security
SaaS
Delivery
+
MANAGED
SERVICES
+
› Hosting of Mobile
Security
› Scalable Architecture
› Platform Management
› Operator Onboarding

48. © Ericsson AB 2015 | 2015-06-09 | Page 48