how to grow revenue beyond flat-rate data plans with volte & rcs
TRANSCRIPT
7/28/2019 How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS
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1Radisys Corporation Confidential
Welcome!
Today’s Webinar:
Monetizing VoLTE and RCS
How to Grow Revenue Beyond Flat-rate Data Plans
Presented in partnership with
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2Copyright© 2013 - Radisys Corporation
Topics
LTE Services
• Trends and Opportunities in
VoLTE, RCS, and beyond
• Strategies to attract subscribers
and grow revenues
IMS Architecture• Technical foundation for VoLTE and RCS
• Role of Media Resource Function (MRF)
MetroPCS Case Study
• World’s first VoLTE deployment
Speakers
Moderator
Ian Maclean Vice President,
Strategy and Marketing
Mavenir Systems
Ray
Adensamer Senior Manager,
Product Marketing
Radisys
Adnan Saleem Chief Architect
Radisys
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© 2013 Mavenir Systems | | Page
Monetizing VoLTE and RCSHow to Grow Revenue Beyond Flat-rate Data Plans
Vice President, Strategy & Marketing
Mavenir Systems
May 14, 2013
Partnering with:
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© 2013 Mavenir Systems | | Page
© 2013 Mavenir Systems | | Page
Leader in VoLTE & RCS – Transforming Mobile Networks
Focus Accomplishments Solutions Customers
• Transforming mobile
operator networks
• Solving deployment
challenges throughinnovation & flexibility
• Accelerating Time-to-
Market
• First Mover status for
VoLTE & RCS
• Created mobile centric
IMS solutions• Leader in convergence
between generations of
technology
• Wide breadth of
portfolio including
applications, core &
key enablers
• Voice & Video
• Enhanced Messaging
• IMS Core, Applications,
& Unified Access GW
• Virtualized IMS
• Cloud Services
• Early Adopters
• Innovators
• Mobile Operators
• 3 of top 5 operators in
North America
• 4 of top 5 operators in
Europe
FIRST in-service IMS-based
mobile voice over Wi-Fi – T-Mobile
FIRST commercial VoLTE launch
globally – MetroPCS
FIRST commercial RCS 5.0 launch
globally – MetroPCS
Monetizing VoLTE and RCS Webinar 45/14/2013
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LTE Market Update
LTE Only
LTE + RCS
VoLTE + RCS
Monetizing VoLTE and RCS Webinar 5
Source : Wireless Intelligence, 2013
0
50100
150
200
250
Commercial LTENetwork LaunchesSource: GSA Evolut io n to LTE repo rt 11/2/12
The faster data networks have created an opportunity
for additional services beyond the offering of mobile
network operators. (The OTT Model)
5/14/2013
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A Compelling Event… the Need for VoLTE & RCS
LTE
CostLTE spectral efficiency significantly
improves cost per megabit
SpeedLTE speeds provide optimum user
experience for data hungry mobile
apps and services
VoLTE
2G/3G Service ParityLTE support for Voice & SMS
(VoLTE) and mobile services (IN)
InteroperabilityVoLTE provides global
interoperability and roaming, and
roaming between coverage areas
RCS
OTTFully interoperable & reliable like-
for-like rich services competitive
with Skype, Whatsapp, etc…
3G LTE
Faster Data Network First Gen 4G Devices
High latency call setup (CSFB)
Separate Voice/Data
Battery Life (DR Devices)
Better Voice Network Next Gen 4G Devices
Low latency call setup
Simultaneous Voice/Data
Battery Life (SR Devices)
Service Paucity (2G/3G User
Experience)
Richer User Experience Broad 4G Device Ecosystem
Single Mobile Identity
HD Voice & Video
Real-time multi-media messaging
Reliability & QoS
5/14/2013
7/28/2019 How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS
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Polling Question 1
5/14/2013
What is the market status for VoLTE & RCS Solutions?
a) VoLTE & RCS are table stakes and will be deployed by mobile operators
globally.
b) VoLTE is table stakes, and RCS will be deployed only if there is a positive
business case.
c) VoLTE & RCS are optional, where the alternative is to provide Internet
Service Provider (OTT) solutions.
d) I don’t know.
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The Need for IMS-based VoLTE and RCS
2G/3G
Core Networks
Service Parity
MSC Features
IN Services
Infrastructure Re-use
Pre & Postpaid Billing
Subscriber DBs
Simplify Deployments
Service Synchronization Network Upgrades
Backwards Compatibility
Single Number Routing
SMS/MMS Interworking
Investment Protection Common SW Platform
Cloud Computing Migration
4G
Core Networks
5/14/2013
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The New Minimum User Expectations
OTT providers have raised the standard for what is an
the minimum set of user expectations.
OTTs are providing a more rich and diverse set of
features:
IP Voice Calling
IP Video Calling
Sharing while on a voice
call (e.g., see what I see…)
Progressing from voice to
video call
Network Address Book
Video Mail / Messaging
Multi-device and
Presence
File, contact, and
location sharing
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Mobile Operator’s Opportunity: Unifying the UX
Voice
VideoVAS
MessagingPhonebook
Wi-FiCalling
VideoCalling
ContentSharing
ContactPresence
EnrichedChat
Status Quo: A highly fragmented user experience.
RCS provides a unified experience for multi-faceted
communication in a single platform.
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Mobile Operator’s Opportunity: Innovation & Mash-ups
IM/Chat Community
Web Messaging /
Message Storage
Mobile VoIP & Video
Multi Device DeliveryThe combined set plus: Single Number
Single Integrated App
Quality of Service (QoS)
Carrier Grade Reliability
HD Voice & Video
Global interoperability
Federation with OTT
OTT Providers’
Current Offering
Minimum User Expectations
Voice
Messaging
Data
Mobile Operators’
Current Offering
InnovationMobile operators’ opportunity lies
in using RCS as a foundation to
innovate beyond the expected
feature set and deliver a superior,
superset of services. (Facebook
Chat Heads)
Mash-ups: Through strategic partnerships,
operators can create experiences
tailored to specific groups of
users. (RCS+Enterprise)
RCS & Joyn need to be used to create som ething unique that impro ves the user- interact ion model.
5/14/2013
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Polling Question 2
5/14/2013
What monetization opportunities do you see for VoLTE & RCS?
a) Operators will be able to charge more for improved voice and messagingservices.
b) Operators will open their networks to 3rd party app developers to use their
VoLTE & RCS services to generate revenue through new and innovative
services.
c) Operators will federate their own IP communication services by
interworking with Internet Service Providers (OTT) to share revenue.
d) I don’t know.
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Beyond VoLTE & RCS… Monetizing 4G Investments
• Fixed NGN• Business ISDN
• Enterprise
NetworkConsolidation
• SMSC Replacement• MMSC Replacement
• Voice Mail Replacement
• IM Chat (1:1, Group)
• File Transfer / Image Share
• Video Share / Video Mail
• HD Audio
• Video Calling
• Video Conferencing
Revenue
Generation
• Voice over WiFi
• Voice over HSPA+
• Open Networks (OSA)
New Service
Models
• Unified Communications
• Cloud Storage
• WebRTC
VoLTE RCS
• Cloud Computing• Cloud Computing
• Infrastructure Re-useCost
Optimization
5/14/2013
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14Copyright© 2013 - Radisys Corporation
Topics
LTE Services
• Trends and Opportunities inVoLTE, RCS, and beyond
• Strategies to attract subscribers
and grow revenues
IMS Architecture• Technical foundation for VoLTE and RCS
• Role of Media Resource Function (MRF)
MetroPCS Case Study
• World’s first VoLTE deployment
Adnan Saleem Chief Architect
Radisys
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15Copyright© 2013 - Radisys Corporation
Advantages of VoLTE and RCS
Reduced Cost and Complexity of Network
• Single All IP Network for Voice, Video, and Data
• IMS Core Network enables Resource Sharing
Eliminates the Need for 2 Separate Networks
• Initially Circuit Switched Fallback, But Migrating to all IP
• Reuse of IMS Core Network for Resource Sharing
Unified Services via VoLTE and RCS
• Common IP Network with IMS Simplifies Unified Services
Innovations, Multiple Applications with Common Media
Monetizing Enhanced Value Added Services
Counter or Collaborate With Over the Top Services
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MRF in LTE IMS Core
Services in
Packet Data Network
GPRS Core
Evolved Packet
Core
Mb
Rx
ISCMr’/Cr Mr
AS
CSCF
PGWSGW
MME
SGSN HSSPCRF
eNodeB
RNC
BSC
2/2.5G
(Getran)
3G
(UTRAN)
4G/LTE
IMS
Core
Internet
Corporate Intranets
MRF
Multiple Applications• (MMTel AS, RCS AS, Conferencing)
VoLTE/RCS and 3GPP Standards Compliance
Scalable HD Video and Transcoding for Mass
Deployment, Multiple Device Types
MRF Reuse Across Multiple Media Applications
AS
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MRF in 3GPP IMS Architecture
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MRF Use Cases beyond VoLTE
Some VoLTE pt-to-pt calls using same codec
Typically Do Not Require MRF
However, Many VoLTE, RCS, and MMTel Services
Rely on Media Resource Function (MRF)
• Basic Network Services
– Network Announcements, Collecting Digits
– Video Calling / Video Share
– IP-to-IP transcoding(e.g. AMR-WB <-> AMR-NB, H.264 <-> VP8 for WebRTC)
• Revenue-Generating VAS services – Ringback Tones or Adverts
– Messaging (record and playback)
– Multimedia Conferencing
– And many more….
Source:
Seeing through the Cloud.
A survey of mobile operators’ views on the evolution of the mobile core.,
Monica Paolini, Senza Fili Consutling, Feb 2013
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MRF Characteristics in VoLTE
End to End IP (No CS Domain Voice)
• Increases and Exposes Network Bandwidth Variability from End TerminalsDirectly to IMS Core Network and MRF (i.e., no Traditional CS-IP MGW)
Key Aspects of MRF in LTE and non-LTE Deployments
• IMS-based All-IP Voice and Video (multiservice MRF)
• Service Continuity with Legacy 2G/3G Handsets (via IMS GWs)
• High Availability with Low Latency and Jitter (media quality)
• New Services for Increased Revenues (app-independent MRF reuse)
MRF: Essential Resource for VoLTE Supplementary Services
• Network voice services (Ann, IVR, RBT)
• Two-way or Multi-party (conferencing)
• Voice Quality for IP Mobile Environment
• Media Recording / Legal Intercept
• Media Transcoding / Adaptation
T d d I t MRF D i
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Trends and Impacts on MRF Design
LTE Device Evolution
LTE Device Evolution More Devices, Increasing Capabilities
Wideband Audio Codecs
High-end Video
H.264 Video (Baseline to High Profiles)
OTT Media Codecs, Eg: VP8, OPUS
Wideband and UltraWideband Audio Codecs
… with dynamic transcoding / transrating
LTE MRF Requirements
768kbps – 3 Mbps
(Synchronous up/down)
384 kbps – 768 kbps
(Synchronous up/down)3+ Mbps (HD)64 kbps
Audio
Narrowband -> Wideband -> Full Band
Video
Small Screens & Low Bitrates
-> HD / UHD High Framerates
GSMA IR.92 GSMA IR.94
T d d I t MRF D i
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21Copyright© 2013 - Radisys Corporation
Trends and Impacts on MRF Design
Mobile Data Bandwidth
Mobile Data Bandwidth
Broadband, but highly variable
QoS and Policy Enforcement
Support for 2-way Interactive Services
Support for 1-way Streaming Services
Dynamic Rate Adaptation, Adaptive Bitrates
Policy Enforcement Functions via PCRF
LTE MRF Requirements
B a n d w
i d t h
time
Evolved
Packet
Core Network
Policy Control
Resource Function(PCRF)
2-way (RTP, RTCP)LTE Packet
Radio Access Network
IMS Core
4G IP Handsets (IPv6)Multimedia
Content
1-way (HTTP, RTMP, RTSP)
AS
RadisysMedia Resource Function
(LTE IMS MRF)
Trends and Impacts on MRF Design
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Trends and Impacts on MRF Design
Mobile Applications
Mobile Applications
Growing 3rd party applications and cloudservices based on network MRF services,exposed by Open APIs
Network-based MRF under 3rd party network and device applications
Growing interest in MRB
(Media Resource Broker)
LTE MRF Requirements
3rd Party
Network
ApplicationsDevice
Applications
Network
MRF
Resources
Network
MRFResources
Evolved
Packet
Core Network
LTE Packet
Radio Access Network IMS Core
CSCF
Media Resource Broker
(MRB)
Application
Server(s)
MRF
Resource
Pool
RadisysMedia Resource Function
(LTE IMS MRF)
3rd Party
Application
Server(s)
O p e n A p p l i c a t i o n A P I s
Open Application APIs
OTT and
EnterpriseNetworks
WebRTC
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Websocket,
JSEP, REST
Browser PlatformRTP/RTCP / SRTP
Media Interworking
WebRTC – SIP
Control Interworking
OTT/WebRTC – IMS Core Network
WebRTC – IMS Services Interworking
Carrier IMS Network
Internet Or
Enterprise
Network
LTE Access(VoLTE & Video)
IMS Conf
App Srvr
MRF
CSCF
Web App
WebRTC GW
OTT NetworksGoogle, Facebook, …
HSS
MMTel IMS
SIP Clients
WebRTC
ClientsIMS Auth
Register
OTT Auth
Registration
Connectors
WebRTCWebsockets SIP
(IMS)
SIP
(IMS)
RTP/RTCP
SRTP RTP/RTCP
SRTP
CSCF
IMS
SIP
WebRTC Client
Application(HTML5 / Javascript
WebRTC APIs
Browser / Media
Access
Web Server
WebRTC/HTML5 App
Authentication
OTT Network ConnectWebRTC
Websockets
RTP/RTCP
RTP/RTCP
SRTP
User Auth & WebRTC
Client Application
IMS SIP
RTP/RTCP
Web App Portal
Sub Identity
GW
IMS Services Core for
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24Copyright© 2013 - Radisys Corporation
IMS Services Core for Video VAS and Conferencing
Mobile
Laptop
IP WAN
Tablet
Corporate
IP VPN
IMS Services Core
SmallScreen
Video
HD
Video
Corporate
HD Video
Wireline BroadbandDSL, Cable
HD MCU
ApplicationServer (AS)
Smartphone
HomeOffice
(SMB)
Office
Desktop
Head
Office
Telepresence
Mobile Broadband4G/LTE, WiFi, HSPA
Media Resource
Function (MRF)
Video
Content/
Storage
Call State Control
Function (CSCF)
HSS/PCRF
Enterprise
UC
Cl d M di P i f 3rd t D l t
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25Copyright© 2013 - Radisys Corporation
Cloud Media Processing for 3rd party Developers toExtend IM/Presence with Multimedia Conferencing
MPaaS
Cloud
Communications
Service
IP Access
LTE
MobileInternet,IP VPN
Conferencing
Application
Web-based APIs
CloudCustomer Care
Service
Customer Care
SaaS Application
“Click to Conference”
Request
Customer CareInteractive Web Session
Real-time 3-way
Video Conferencing Session
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26Copyright© 2013 - Radisys Corporation
Topics
LTE Services
• Trends and Opportunities inVoLTE, RCS, and beyond
• Strategies to attract subscribers
and grow revenues
IMS Architecture• Technical foundation for VoLTE and RCS
• Role of Media Resource Function (MRF)
MetroPCS Case Study
• World’s first VoLTE deployment
Ian Maclean Vice President,
Strategy and MarketingMavenir Systems
7/28/2019 How to Grow Revenue Beyond Flat-Rate Data Plans With VoLTE & RCS
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© 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page
MetroPCS Case Study
Ian MacleanVice President, Strategy & Marketing
Mavenir Systems
May 14, 2013
Partnering with:
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VoLTE and RCS are here!
Dallas, Texas – 7th August, 2012
First Commercial VoLTE service launched
Dallas, Texas – 31th October, 2012
First Commercial RCS 5.0 service launched
Delivered IMS Core and Telephony
Application Server
Delivered commercial RCS service in less
than 90 days with Rich Messaging and
Presence Servers
Monetizing VoLTE and RCS Webinar 285/14/2013
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Live MetroPCS RCS 5 service
Monetizing VoLTE and RCS Webinar 295/14/2013
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Mash-ups and Mass Adoption
Non-Telephony: We anticipate RCS mash-ups will create unique anddifferentiated services tailored for the Operator’s end users
RCS + Gaming:
RCS + Enterprise
RCS + Customer Care
Enhance customer care experience with video capabilities or access to
real-time sharing of information/troubleshooting
RCS + Multimedia
Share music playlists instantly with friends
RCS + Financial
Telephony: We project linking RCS services with OTT app
communities will create the ubiquity needed for mass adoption
Video Call
Enriched Chat
Presence Source : GSMA RCS Feb 26, 201330
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31
Thank You for Attending…
Ian Maclean Vice President,Strategy and Marketing
Mavenir Systems
Adnan Saleem Chief Architect
Radisys
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