CHIEF ARCHITECT, SP EDGE SOLUTIONS

Rich Bayliss

MASS CUSTOMIZATION:

THE ROLE OF SDN AND

NFV IN A 4G NETWORK

4G World India, 24 April 2014

WE ARE SURROUNDED BY NETWORKS

…NOT ALL NETWORKS ARE HIGH IQ

Source: Mary Meeker, Kleiner Perkins Caulfield and Byers - “2012 Internet Trends Year-End Update”

MOBILE DRIVEN FUTUREMOBILE IS THE FABRIC OF MODERN LIFE

Photosuploaded and

shared per day

Growth is accelerating,on a trend togrow 2x Y/Y

500M+

GlobalSmartphone

Users1.5B out of global

mobile phone users of 5B+

Still a lot ofroom to grow

1.5B

Hours ofVideo

uploadedto YouTube

every minute

Up from ~0six years ago

100

Global active Facebook

users

68% on mobile, 350M photos

uploaded daily

1.1B+

WAZEusers, growing

2x Y/Y

1B+ miles driven/month

with Waze open

48MFitness Data

on mobilewith wearable

devices growing at 2x per month

2X

Y/Y Growth ofMobile Internet

Trafficas a % of total internet traffic,

now at 15%

1.5X

Shipments of Smartphones/

Tabletsexceeded PCs

in Q4 2010

Globalinstalled base of Smartphones/

Tabletsexceeded PCs

in Q2 2013

THE NATURAL DESIRE FOR CUSTOMIZATIONINCREASING THE VALUE OF A GOOD PRODUCT

Pre-Defined Subscriber Aware Auto-Customized

Hospitality

Media

Customer Satisfaction Brand Value

92% “Expect their stay to be personalized…”

- Hotels 2020: Beyond Segmentation

“…a much more personalized radio experience

– stations that play the music you love –

and nothing else.”- Pandora, Music Genome Project

TIME TO SERVICE

DEPLOYMENT

Code to production launch

OPERATIONAL

COMPLEXITY# of SKUs to manage

OPERATING

EXPENSESSystems managed per admin

…AND OTT PROVIDERS ARE INNOVATING FASTERTHE BATTLE ISNT BIG VERSES SMALL, IT’S FAST VERSES SLOW

GOOGLE: 1 per 15,000 servrs

TELCO: Less than 100 per engineer

AMAZON: SEVERAL SECONDS

TELCO: 6-7 Months

GOOGLE: 10 CONFIGS

TELCO: Thousands configs

OPPORTUNITY FOR ACCELERATING TTM, REDUCING COSTS & OPTIMIZING OPERATIONS

EMPOWERING END NEW OPPORTUNITIES WITH HIGH IQ NETWORKING

SERVICES

CREATE

Intelligence and

Programmability

INFRASTRUCTURES

SCALE

Performance and

Efficiency

OPERATIONS

AUTOMATE

Simplicity and

Agility

CUSTOMIZE YOUR CUSTOMER’S EXPERIENCE

SUBSCRIBER-CENTRIC SERVICE CHAININGDYNAMIC, POLICY-BASED SERVICE DELIVERY

?3rd Party VNFs

ADVANTAGE Create a custom network experience for different subscriber types

Adapt network to subscriber demands, requirements

Flexibility in service chains enables greater network reliability

OSS/BSS

POLICYSDN

CONTROLLER

Service

Control

Gateway

HOW TO ACHIEVE? WITH A HIGH IQ NETWORKCOMBINE HIGH PERFORMANCE NETWORK WITH CLOUD AGILITY

OR

NETWORK CLOUD

ORAND

CONVERGE FOR PERFORMANCECONVERGE NETWORK FUNCTIONS FOR HIGH PERFORMANCE

PARENTAL

CONTROL

Service

FunctionAPPLICATION

Service Function

WEB

AWARENESS

Service

Function

CACHING &

CONTENT

Service

Function

DPI/TDSFTLB VPNFWLSN

BENEFITS Higher performance (response/latency/throughput) driven from router platform

Lower operational, capital expenses

Efficient use of routing resources

CONVERGE

Router integrated

L4-7 DPI +

Traffic Steering

Service

Control

Gateway

VIRTUALIZE FOR AGILITYVIRTUALIZE NETWORK FUNCTIONS FOR AGILITY

PARENTAL

CONTROL

Service

FunctionAPPLICATION

Service Function

WEB AWARE

CACHING &

CONTENT

Service

Function

BENEFITS Link subscriber awareness to policy and service delivery

“Service Pools” of network functions

Common x86 hardware architecture

VIRTUALIZE

OSS/BSS

POLICYSDN

CONTROLLER

Service

Control

Gateway

VIRTUALIZED NETWORK FUNCTIONSCONTINUOUS FEEDBACK LOOP BETWEEN APP AND NETWORK

VIRTUAL

NETWORK

PROVISIONING

COMPUTE &

STORAGE

PROVISIONING

NETWORKING

SERVICES

ORCHESTRATION

APPLICATION

MONITORING/

ANALYTICS

CORRELATION

Resource Orchestration

Automated & Orchestrated Network Infrastructure Events, Logs, Statistics

Continuous Network, Infrastructure Feedback

Policy & Security Framework

Virtualized Network Functions are not

just on VMs, but also re-architected to

interact with the network, in a

continuous feedback loop.

NFV BUILDING BLOCKS:SERVICE CONTROL GATEWAY

IP: Subscriber-

Aware Service

Control Gateway

IT: Virtual

Service Edge

VIRTUAL OVERLAY

SERVICE

VIRTUALIZATION

PLATFORM

OPTIMIZATION

SUBSCRIBER

AWARENESS

PHYSICAL UNDERLAY

VNF

VNFVNF

SDN

CONTROLLER

EVOLVED SERVICE PROVIDER ARCHITECTUREMULTIPLE CLOUD MODELS FOR OPTIMAL EFFICIENCY AND EXPERIENCE

“Cloudification” of Infrastructure, COs, POPs, Datacenters

Virtualized Application

Aware Networking Services

Centralized Cloud for Network

Control, Services, and VPC/IaaS

Localized Clouds to Serve Network

Applications and Customer Services

OPTIMIZED INFRASTRUCTURE

(RAN, WAN, Wired/Fixed,…)

Compute Pool

Compute Pool

MOBILE COREIP COREACCESS & AGG

NFV THROUGHOUT THE MOBILE NETWORKSERVICE MOBILITY AND SERVICE DISTRIBUTION THROUGHOUT NETWORK

OPTIMIZED INFRASTRUCTURE

(RAN, WAN, Wired/Fixed,…)

VIRTUAL

SERVICE EDGE

Compute Pool

INTELLIGENT

BACKHAUL CLOUD DC

Compute Pool

TRAFFIC

ENGINEERING

CONTROLLER

NFV

CONTROLLER

SUMMARY: IT’S TIME TO EVOLVE IP AND ITCUSTOMIZATION: KEY TO NETWORK MONETIZATION FOR SERVICE PROVIDERS

Increase Revenues

Per User

Differentiation can

increase ARPU.

Create New Business

Models On The Fly

Content partners value subscriber

intimacy. Targeted demographics,

smart content delivery, resale

channels possible with velocity!

Improve Customer

Satisfaction

People are more loyal to

brands offering personalized

service experience

Rich Bayliss:

bayliss@juniper.net