The document discusses intelligent networks and value-added services (VAS) for mobile networks. It describes intelligent networks and advanced intelligent networks, and how they separate core intelligence and databases from switching elements. It then covers various VAS solutions and services, including commerce, content delivery, quality assurance, and location-based services. Finally, it discusses standards like CAMEL and SIGTRAN that enable VAS on mobile networks through intelligent network capabilities.

1. Intelligent Network
for VAS
By
Sai Kiran

2. Contents
Intelligent Network(IN)
Why Intelligent Network
Advanced Intelligent Network(AIN)
AIN/IN Services
What is VAS?
VAS Solutions & Services
What is Wireless IN
CAMEL & SIGTRAN
Architecture of VAS
Future VAS
Advantages and Disadvantages of VAS

3. Intelligent Network
• An intelligent network (IN) is a service-independent
telecommunications network. That is, intelligence is taken out of
the switch and placed in computer nodes that are distributed
throughout the network.
• The basic promise of the Intelligent Network is to separate the
core intelligence and databases for controlling services from the
switching elements.
• This separation results in the optimization of software, database
and hardware architectures, permitting developers and operators
to implement value-added network and subscriber services, such
as optimal routing, satellite-cellular roaming, voice mail, single
number service, alternate billing, call forwarding, call barring and
conference calling.

4. Why intelligent networking?
• Introduce New Services Rapidly
• Provide Service Customization
• Establish Vendor Independence
• Create Open Interfaces
• Local Number Portability

5. Architecture of IN

6. Advanced Intelligent Network – AIN
• Advanced intelligent networks (AIN's) are telecommunications
networks that are capable of providing advanced services through
the use of distributed databases that provide additional information
to call processing and routing requests.
• The advanced intelligent network (AIN) is a combination of the
SS7 signaling network, interactive database nodes, and
development tools that allow for the processing of signaling
messages to provide for advanced telecommunications services.

7. Architecture of AIN

8. AIN/IN services:
• Freephone
• Universal Access Number
• Premium Rate Service
• Credit or Account Card Service
• Universal Personal Telecommunication (UPT)
• Televoting
• Virtual Private Network (VPN)

9. What is VAS?
• Initially mobile telephony only provided voice based service,
although even this caused a revolution in the field of
telecommunications. After a period of time, service providers began
to transmit data on the same channel as voice, hence better exploiting
the available channel resources. As a result any additional non-voice
service is called a Value Added Service (VAS).

10. VAS SOLUTIONS
The competition in the telecom industry has made Value
added services (VAS) as a key service differentiator for the
telecom service provider. Enabling innovative, easily
deployable and technologically advanced mobile Value
Added Services (VAS) at competitive rates to both -
individuals and enterprises is impetus for profitability for the
Telecom service providers.

11. VAS SERVICES
• Enabling Innovation
» Ideation factory
» Concept Developments
» Creating prototype
» Design and development
» Localization

12. • System Integration and Managed Services
» Integration with the Core, VAS and IT network
» Managing VAS nodes
» Performing business and technical operations
» Third Party Ecosystem Coordination & Management

13. Digital asset Management
Application Store
» 30,000+ apps /all platforms
» Device and Service provider agnostic
» Supports various business models
» Multiple billing channels
» Application porting support and aggregation
» Partner and subscription Management
» Multi tenancy

14. Content Delivery Platform
» End to end solutions : Localization of content, network services, billing, settlement and
management
» Delivery via: SMS, MMS, WAP push, Download, Streaming, IVR etc
» Designed to be: Easy to deploy, Secure, Robust & Scalable
» Platform-agnostic, allowing operators to consolidate all of their content services with support for all devices
» Offers near real time event specific content to mobile subscribers worldwide
» Provides WAP and Web based service portal for white-label offerings
» Has been designed for ease of integration with external systems, including:
◊ Content ingestion (full range of content types)
◊ Messaging systems (SMSC, MMSC)
◊ Billing systems (e.g. Mobile billing, Credit/Debit card)
◊ Web and Mobile Storefronts

15. 3G Portfolio
» Mobile TV enables consumer to watch Live TV and Personalized Content Anytime,
Anywhere
» Participation TV enables consumers to interact and contribute to live TV broadcasting.
» Video Blogging enables consumer to capture and view noteworthy events by dialling into video enabled blog
or directly uploading the Video using web interface
» Video SMS, innovative, interactive and fun way to send Video messages on mobile phones
» Video Mail progression of voice mail enabling ease of use with animated menus
» Multiplayer Gaming enables consumers to play games in real time with 3G compliant handset
» Media Share Solution enables consumer to record footage via 3G video call to a pre destined TV station video
portal/inbox
» Many more innovative 3G services

16. Commerce Portfolio
» Mobile Banking enables consumer to access his account through phones
» NFC Payment enables consumers to have contactless payment solutions
» Smart Ticketing enables consumers to do ticketing through mobile phones
» Mobile Wallet enables consumer to operate all the functions of a wallet such as carry cash, credit cards,
Loyalty cards etc
» Money Transfer enables consumer to transfer money through mobile phone
» Mobile Shopping enables consumers to select product on the mobile and pay through mobile too.
» Store Value Card enables consumers to carry all information of any store value card on the Mobile.

17. Advertisement Portfolio
» Campaign Manager Loyalty & Recommendation Engine
» Mobile Couponing Framework
» Channel supported - SMS, MMS, Voice, WAP, Video

18. Location Based Services
Portfolio
» Location
» Buddy Finder
» Directory Services
» Fleet Management
» Traffic Alerts
» Child Tracker

19. Quality assurance portfolio
» Device Testing and Certification
» Field Testing
» Protocol Testing
» Conformance Testing
» Pre-certification Testing
» Operator Acceptance Testing
» Accessory Testing
» U SIM Testing
» Bench Marking
» Performance Testing
» Interoperability Testing across globe covering multiple operators in parallel

20. Application Testing
» Testing in live network
» Field Testing
» Testing across handsets, carriers and locations
» Real time testing in 24-48 hours

21. What is Wireless Intelligent
Networking?
An Evolving Network Architecture
Enhanced Mobile Services
New Capabilities
Intelligent Networking
Features Controlled Outside the Switch
Defined for Wire line and Wireless Networks

22. Intelligent Network
Characteristics
It allows for rapid introduction of new services
It is customer and telephone provider programmable
It is supplier transparent and independent
It supports enhanced service provider access

23. Intelligent Networking Standards
Customized Applications for Mobile network Enhanced Logic (CAMEL)
GSM CAME CAMEL CAMEL CAMEL
Resp Year Release L Stage 1 Stage 2 Stage 3
ETSI 1991 Phase 1 Phase
ETSI 1994 Phase 2
ETSI 1996 Phase 2+ R96 Phase 1 GSM TS 02.78 GSM 03.78 GSM TS 09.78
ETSI 1997 Phase 2+ R97 Phase 2 GSM TS 02.78 GSM 03.78 GSM TS 09.78
ETSI 1998 Phase 2+ R98 Phase 2 GSM TS 02.78 GSM 03.78 GSM TS 09.78
3GPP 1999 3G R99 Phase 3 3GPP TS 22.078 3GPP TS 23.078 3GPP TS 29.078
3GPP 2000 3G Rel-4 Phase 3 3GPP TS 22.078 3GPP TS 23.078 3GPP TS 29.078
3GPP 2002 3G Rel-5 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.078
3GPP 2004 3G Rel-6 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.078
3GPP 2006 3G Rel-7 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.078

24. Intelligent Networking Phases
CAMEL
CAMEL  Control of MO, MT and MF calls
 Any time interrogation
Phase 1
 Additional EDPs
 interaction between a user and a service using announcements, voice prompting and information
collection via in-band or USSD interaction;
CAMEL  Control of call duration and transfer of AoC Information to the ms;
 The CSE can be informed about the invocation of the supplementary services ECT, CD and MPTY;
Phase 2  For easier post-processing, charging information from a serving node can be integrated in normal
call records.
 Support of facilities to avoid overload;
 Capabilities to support Dialed Services;
 Capabilities to handle mobility events, such as not-reachable and roaming;
CAMEL  Control of GPRS sessions and PDP contexts;
Phase 3  Control of mobile originating SMS through both CS and PS serving network entities;
 Interworking with SoLSA (Support of Localized Service Area) (optional)
 The CSE can be informed about the invocation of the SS CCBS.
 Support of Optimal Routing for CS mobile to mobile calls;
 Capability of the CSE to create additional parties in an existing call;
Release 5  Capability for the CSE to create a new call unrelated to any other existing call;
 Capabilities for the enhanced handling of call party connections;
CAMEL 

Capability for the CSE to control sessions in the IP Multimedia Subsystem (IMS);
Enhanced CSE capability for dialed services;
Release 6
Phase 4  The capability to report basic service changes during ongoing call;
 The CSE capability to select between preferred and less preferred bearer services;
Release 7  The capability for the CSE to control trunk originated calls;
 The capability for the CSE to request additional dialed digits;

25. Overall CAMEL Architecture
gsmSCF
CAP Interface
GPRS
Dialogue
Handler
Internal CAP Interface
gprsSSF
Internal Interface
GTP
MobileStation SGSN GGSN

26. Structure of SIGTRAN
Transportation layer ：
SCTP is adopted ， provide reliable information
transportation over IP network.
User adaption layer ：
Here are many adapting modules, provide the software
interfaces for the different upper modules of SS7 ,and
encapsulate the signaling of upper layer in SCTP .

27. Reliable Protocols - Sigtran
SCTP provides reliable transport mechanism
SIGTRAN adaptation and peer protocols
specifically designed to handle ss7 stack
over IP
M3UA TCAP
M2UA
M2PA
TUP/ISUP SCCP
SUA ISDN
MTP3
IUA M3UA SUA
M2UA M2PA IUA
SCTP
IP

28. Architecture Of VAS

29. Future VAS
• Improved connectivity will allow better and more interactive ads instead
of the current boring SMS based ones.
• M-Commerce, M-Law, M-Governance, M-agriculture and M-education
as the areas to develop in value added services on the mobile phone.
• Increase in the number of smartphones, an ever increasing interest in
social networking sites, an appetite for data intensive services and also
an inclination of consumers to go beyond voice-are shaping the
phenomenal presence of VAS are few factors responsible for growth of
VAS.

30. • Future VAS (Contd..)
 The rural MVAS market has a lot of untapped potential and location based
services and local language content will be the key to serve this market.
With the ARPUs falling due to voice calls in the country becoming the
cheapest in the world, the Indian operators are now focusing on VAS to curb
their falling profits.
Predicting smart phone penetration to rise from 5.2% of the mobile
subscription base to 14% by 2014.
With 3G services ironing its way in, the VAS industry is expected to
increase its share manifold, with some industry estimates pegging the figure
at Rs 200 bn by 2015.

31. Advantages and Disadvantages of VAS
• Advantages:
• From the business perspective, value-added services generate revenue and
enhance consumer convenience, which lead to loyal, happy customers”.
• Amongst all the VAS, SMS (short messaging service) has proved to be a
runaway success.
• From the consumer's point of view, VAS offers enough flexibility to check
emails, chat on messenger, download ring tones that save time and are
convenient.

32. Disadvantages:
• You might just download a virus while availing the value-added services
offered by cell phone operators.
• A malicious worm (virus) is capable of wiping out numbers from the
phone book and other data stored on the hand-set.
• Worms can also send messages purporting to originate from your hand-
set.

33. Services of VAS
VAS Services in 2G:
•Entertainment & Lifestyle
•Games, Downloads & Applications
•Social Networking
•Mail & Messaging
•News & Finance
•Caller Management Services
VAS Services in 3G:
•Video calling
•High Speed Internet
•HD Gaming
•Video Blogging
VAS Services in 4G:
•Live TV
•Higher Internet Speed than in 3g