subscriber experience intelligence and virtualization of policy control

Subscriber Experience Intelligence and Virtualization

of Policy Control

Cam CullenVP of Global Marketing

Explosive Growth in Subscriber Endpoints

7 BILLIONINTERNETCONNECTEDDEVICES IN 2015

TRADITIONALENDPOINTS

WEARABLETECHNOLOGY

MOBILEPAYMENTSYSTEMS

INTERNETOF THINGS

(M2M)

Massive Content Consumption

1.6GIGABYTES OF

DATA TRANSFERRED EVERY MINUTE

23,000Hours/Min.

B

20MViews/Min.

47,000App Downloads/Min.

61,141Hours of Music/Min.

1,300New Users/Min.

Applications Increasingly Encrypted

1/2Of Procera’s

2500 signatures are for encrypted

traffic

Almost

Business Model Transformation

35%Of operators plan to deploy NFV in 2015 (IHS, June

2015)

Operator’s Challenge SUBSCRIBERS ARE CONSUMING MORE

BANDWIDTH

THEY EXPECT TO PAY LESS FOR THE

SAME SERVICECONSUMPTION

REVENUE

DATA Enables Everything…

REAL-TIME

(SMALL DATA)

NON REAL-TIME

(BIG DATA)

DATA

Big Data Opportunities for Operators

Source: European Communications

Existing Big Data Sources

ControlPlane

DataPlane

Hosted Content

PartnerContent

InternetContent

InternetRouter

Access Aggregation

GGSN/PGWAP/WLC

CMTS

Cellular

Wi-Fi

AAA/Auth Server PCRF/Policy Controller NMS & Events Interface Online & Office Charging Reporting Call Center

Fixed

Network & Subscriber Experience Intelligence

Experience Intelligence

ControlPlane

DataPlane

ProvisioningRADIUS/DIAMTER

Gx

SMS SNMP

Gy/Gz/CDR Analytics

Hosted Content

PartnerContent

InternetContent

InternetRouter

Access Aggregation

GGSN/PGWAP/WLCCMTS

Cellular

Wi-Fi

Usage Management Policy Management Tiered Services Policy ManagementBilling Trends/Marketing Customer Service

AAA/Auth Server PCRF/Policy Controller NMS & Events Interface Online & Office Charging Reporting Call Center

Device Location Traffic Content

Subscriber Topology Score Route

Fixed

Real-Time Historical

Traditional EPCThe Hub for Mobile Policy Control

InternetEPC EnvironmentRAN Environment

S-GW P-GW

DPI

CTLBGP Border

RoutereNodeB

EPC TransformationPhase I – Border SQA Node

InternetEPC EnvironmentRAN Environment

S-GW P-GW

CTL

SGi Interface: Service Quality Assurance Node

• East-West Intelligence sharing with P-GW• Policy-based traffic management • Threat Protection (DoS, malware, etc.)• P-GW DPI Offload (Traffic Tagging, etc.)

• Deployed as Hardware or Software• Investment Protection for legacy Hardware

Deployment

BGP BorderRouter

eNodeB

EPC TransformationPhase II – Border to Tower Intelligence

InternetEPC EnvironmentRAN Environment

S-GW P-GW

CTL

S1-U Interface: Handset Intelligence System

• Mobile traffic visibility (including handset-handset, M2M)

• Enables application/subscriber aware QCI without handset dependencies

• Deployed as Software (VM Image or VNF)• Distributed deployment to scale with EPC growth• This intelligence would not be feasible without

software deployment model

BGP BorderRouter

eNodeB

EPC TransformationPhase III – R/T Device Intelligence

InternetEPC EnvironmentRAN Environment

S-GW P-GW

CTL

OTA Deployment: Subscriber Quality Metrics

• Real-time location information• Signal Quality Metrics

• OTA Deployment model• Deploy to specific subscriber groups based on

policy

BGP BorderRouter

eNodeB

Procera SEA FrameworkMulti-Phase Strategy for Optimizing Subscriber Experience

Phase IEPC Core Optimization

P-GW

• Enhanced Visibility• Active Traffic Management• P-GW DPI Offload• Integrated PCEF• Leverages Existing Hardware

S-GW

Phase IIMobile Traffic Awareness

• Extended mobile traffic visibility (including H-H and M2M)

• Subscriber aware QCI

Phase IIIRAN Awareness

• Real-time Location Awareness

• Real-time Subscriber QoE• Radio Signal Strength• Foreign Radio Tower

Detection

End-to-endSubscriberAwareness

InvestmentProtection for Existing

Customers

CentralizedMobile Policy

Control

AutomatedGeneration of Analytics Data

Use Case ExamplesSubscriber Analytics

InternetEPC EnvironmentRAN Environment

S-GW P-GW

CTLBGP Border

RoutereNodeB

Real-Time Contextual Subscriber Analytics for Targeted Offerings

Use Case Examples

• Device roams out of coverage

• Device captures time/location of coverage loss

• When device re-connects:• Time, Location, Signal Strength, and “Network Roamed to” info sent to EPC

• Policy Triggers:• Automated rebates• Special Offers

“Out of coverage” Detection

EPCWith end-to-end

Subscriber Awareness

Distributed Multi-domain Policy Management and Charging Control