The document discusses the challenges of integrating, migrating, and creating a sustainable business model for IMS (IP Multimedia Subsystem). Key challenges include mitigating integration costs, transitioning subscribers from PSTN to IMS, and developing a business model that benefits all stakeholders. It emphasizes the importance of measurement, automation, and a holistic approach in overcoming these obstacles.

1. IMS Challenges:
Integration, Migration and
creation of Sustainable business
Marc Jadoul
Sophia Antipolis, 24 November 2010.

2. 2 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
OpCo
ServCo
Operational
Excellence
Application
Eco-system
Vision
Execution
Convergence
Business Case
All-IP
TDM
LTE
Broadband
RCS
Technology
Value
High
Leverage
Network
Application
Enablement
SDP
IMS is a Journey, Not a Destination (John Delaney, OVUM)
IMS

3. 3 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Challenge #1
Mitigating IMS Integration Costs and Risks
Multi-vendor platforms interoperability
End-to-end functionality, scalability, security and QoE
OSS/BSS, applications, CPE and clients integration
Network and software configuration management
Dealing with multi-vendor team dynamics
Reducing costs & risks of project delays
Labs, methodologies & tools for testing & validation
Expertise, experience and facilities are key to
integrate complex multi-vendor networks.

4. 4 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
A Holistic Approach to Solution Development & Validation
System
Element
SystemCustomer
time
Solution
Definition
Architecture &
High Level
Design
Requirements
Development
Detailed
Design
Specification Acceptance
Integration
Design
Verification
Requirements
Verification
Customer
Validation &
Acceptance
Transition
SI Validation
Verification
Plan &
Design
Integration
Plan
& Design
Acceptance
Plan & Design
Validation
Strategy
AcceptanceImplementationAnalysis & Design
Integr.&
Verific-
ation
Implementation
End-to-End
Multi-
vendor

5. 5 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
What Gets Measured Gets Managed
IMS functional regression testing (POTS & SIP)
Test coverage
Test creation time
Test execution time
Test efficiency
Lab utilization
Quality coverage
Reporting
20-30 tests 126 tests
1 hour/test 10 minutes/test
1 person week 1 night
~ 2 tests/hour ~ 25 tests/hour
mostly daytime day and night
human based on MOS KQI
error prone KQI based
(*) Alcatel-Lucent lab results and customer project metrics
Typical
industry
performance
Measured*
Alcatel-Lucent
performance

6. 6 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Challenge #2
Migrating Network and Subscribers to IMS
Migration from PSTN, NGN and pre-IMS to IMS
Technical vs. commercial migration
Network, site and operations readiness
Minimal impact on service continuity
Migration methodology, processes & tools
Resource planning, scheduling and fallback scenarios
Engaging all stakeholders, including regulators
and end-users
Predictability and automation are key to
execute large scale migration projects.

7. 7 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Distribution
frame
Data migration
Provisioning &
synchronization
Physical cutover
Re-routing
Methodology & Tools for PSTN to VoIMS Migration
next gen
EMS/OSS/BSS
subscriber
data
routing
data
IMS coreMSAN
Subscriber
data
TDM switch routing
data
legacy
EMS/OSS/BSS
OSP data
POTS users
ISDN users
OSP data records
validation & cleansing
IP
cloud

8. 8 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
What Gets Measured Gets Managed
PSTN to IMS Voice Line Migration
(*) Alcatel-Lucent lab results and customer project metrics
Typical
industry
performance
Measured*
Alcatel-Lucent
performance
OSP data correctness
OSP data validation time
Data provisioning speed
1st pass-migration yields
~ 85% ~ 100%
4 minutes/line 10 seconds/line
600 lines/hour 50,000 lines/hour
98%50-60%
Migration window overnight 24/24
Overall migration cost ~ 70%100%
End-user outage time
during physical cutover
20 minutes <20 seconds

9. 9 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Challenge #3
Creating a Sustainable IMS Business
Implementing a win-win-win model for Network
Providers, Application Providers and End-Users
Enabling applications, exposing and monetizing
network assets and user profiles without
compromizing privacy & security
Delivering services beyond voice, applications beyond
web 1.0/2.0 and enhancing the user experience
Reducing time-to-market while stimulating open
innovation and developer eco-systems
A sound business model and go-to-market strategy
are key to drive successful commercial launch.

10. 10 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Content
Streaming
Call Control &
Routing
Interactive
Voice and
Video Media
Rich Messaging
Customer
Engagement
Location
Subscriber Data
Monetization
Advertising &
Offers
Payments &
Charging
Content
Distribution
Converged Policy
Framework
Automatic
Application
Identification
Massively
Scalable QoS
Optimized Video
Delivery
Application Enablers
API Exposure
Device Defragmentation
Application Enablement Leveraging a
Service Provider’s IMS Environment
API Provider Tools PrototypingDeveloper Tools PublishingBusiness Tools
API Library
High Leverage Network with IMS Core
Open API Platform
Transcoding
Identity
Management
Presence
Network
Address Book
Etc.
Developer Program

11. 11 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
What Gets Measured Gets Managed
Consumer Demand for New Applications and Bundles
(*) “LTE Appeals to European Consumers”, Alcatel-Lucent, Nov 2009
Consumer likelihood to
sign up for LTE applications
Preferred tariff models
for LTE data services
Definitely would sign up Probably would sign up
11%
12%
32%
• HSI + top 6 apps
• Advertizing
• Monthly fee 28€
• HSI + top 6 apps
• No advertizing
• Monthly fee 35€
• HSI + top 3 apps
• No advertizing
• Monthly fee 28€
7% 21%
11% 21%
8% 25%
8% 26%
9% 25%
10% 31%
14% 30%
15% 34%
Enhanced Mobile Video
Multi-Party Video Call
Image-Enabled Search
Location-Based Services
Mobile Video Monitoring
Mobile Gaming
Live Messaging
Next-Generation Music

12. 12 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
Vision Execution
TDM All-IP
Technology Value
OpCo ServCo
Conclusion
There are many challenges ahead on your IMS journey.
Need for a holistic approach and an experienced partner.
Integration
Migration
Sustainable
business
I M S

13. 13 | ETSI IMS Conference | November 2010 Copyright © 2010 Alcatel-Lucent. All rights reserved.
www.alcatel-lucent.comwww.alcatel-lucent.com
marc.jadoul@alcatel-lucent.com
be.linkedin.com/in/mjadoul