the quantum leap towards mobile data monetization · ran optimization suite 3g small cell for...
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The QuantumTM Leap towards Mobile Data Monetization Reuben Yap APAC Mobile Architectures
People
People and Things Connect Differently
Things
Real Time
Conn
ectio
ns
Data
Always-on
Generally moderate to high bandwidth
Unstructured
Unpredictable
Switched (frequent setup, teardown)
Generally low bandwidth
Structured
Predictable
Data-in-Motion: Greater Monetization, Optimization
PREDICTIVE DATA
Automated Decisions
Resource Planning Targeted
Promotion
Geofencing
Object Correlation
Expected Outcomes
REAL-TIME NEAR RT
DATA Time of Day
Dwell Time
Telemetry Traffic Patterns
Location
HISTORICAL (BIG) DATA
Elastic, Intelligent Network Foundational to Capturing Opportunity
Real Time Visibility, Control: Network & Users
Software
Infrastructure
Orchestration ANALYTICS POLICY
Monetization Indoor Location Premium Video Sponsored Data
Optimization Access
Transport Cloud
Orchestration ANALYTICS POLICY
Open, Programmable Framework to Monetize, to Optimize
Software
Infrastructure
EARTHCOM LTE MICROCELL
Quantum Policy Suite
Quantum Analytics
Suite
Quantum NW Abstraction
Suite
Quantum RAN Optimization
Suite
3G Small Cell for Aironet
Optimizing Experiences in High-density Venues
Data Center Orchestration
WAN Orchestration
Network Abstraction Conductor
Service Chaining ANDSF RAN
Optimization
Policy Suite
Analytics Suite
Service Catalog
Data Center Orchestration
Optimizing Experiences in High-density Venues
X2
ASR 901
ASR 901 ASR 901
CRS-3 CRS-3
ASR 5500 ASR 5000 ASR 9006 ASR 9006
UCS
CDE-420
Prime
Videoscape Unity
ASR 903 ASR 903
WLAN Controller
ASR 901S
Aironet 1552e SP Wi-Fi
Aironet 1552e SP Wi-Fi
3G Module for Aironet
3G Small Cell
ASR 903 MBH
ASR 903 MBH
ASR 901S SCBH
CSR-3 IP Core
WLAN Ctrl ASR 901 MBH
ASR 901 MBH
ASR 901 MBH
ASR 5500 EPC
ASR 5000 EPC
Data Center
ASR 9006 IP Edge
ASR 9006 IP Edge
CSR-3 IP Core
ASR 5000 EPC
ASR 5500 EPC
ANDSF RAN Optimization
Policy Suite
Analytics Suite
Service Catalog
RAN Analytics triggers alert that a Cell-Sector is congested and provides a list of all user identities (IMSIs).
Location and Subscriber Profiles are read for each user (IMSI) and Service Catalog presents potential options to alleviate the congestion.
Move users from Licensed to SP Wi-Fi using ANDSF. If “Heavy User” use Policy to temporarily lower QCI to police traffic at Gateway (ASR 5500/5000).
Video Users are routed to Video Optimizer. If required to Optimize at “High” level send “Zero Rate: message to user (ASR5500/5000).
Identify and rate limit specific applications (Policy and ASR5K).
Deny OTT Voice Calls (Policy and ASR5K).
Quantum Policy Suite
Quantum Analytics
Suite
Quantum NW Abstraction
Suite
SaMOG and Cisco ANDSF
3G Small Cell for Aironet
Providing Network Reliability for Critical IoE Applications
New York City, NY 40.773639N, -73.95992W
Device iPad 4
Connection LTE
CONNECTION SPEED
12.67 Mbps
DATA QUOTA BALANCE
1.95 Gb
MOBILE USAGE ANALYTICS
Web: Fashion, Lifestyle, Fitness, Film
Apps: Yelp, Facebook, Twitter, IMDB, MyFitnessPal
Monetizing Seamless User Experience
Quantum Policy Suite
Quantum Analytics
Suite
Quantum NW Abstraction
Suite
Sand Point Summer
21:48
Introducing the Cisco QuantumTM Software Suite
Quantum Network Abstraction Suite extracts and harvests intelligence from the network Quantum Policy Suite programs network for customized user experiences Quantum Analytics Suite real-time analytics including location Quantum RAN Optimization Suite SON for Mobile Quantum WAN Orchestration Suite SON for IP/MPLS
Cisco QuantumTM Policy Suite
A Converged Policy Platform for Network Service Innovation
Cisco QuantumTM Policy Suite Key Advantages
• Purpose-built to embrace virtualization and linear scalability • Unmatched TCO through solution virtualization – no third-party software licensing • EANTC benchmarked: 75M concurrent sessions w/ 250k TPS
4G Scalability and Reliability
Service Velocity
Multi-Access Flexibility
• Rapid solution and rules customizations at time of deployment w/o core software development
• Supports outsourcing integration modules to solution and development partners
• Support for multiple access and converged architectures including 3G/4G, DSL, FTTH, WiMax, WiFi and legacy platforms
QuantumTM Policy Key Accomplishments • 75M concurrent subscribers • 195M Rx/Gx sessions • 250K Rx/Gx TPS with linear
scalability • 14ms average transaction
latency • Virtualized for Cloud Scale • Full PCRF solution - SPR
included and no DRA required for scale Source:
http://www.eantc.de/fileadmin/eantc/downloads/test_reports/2013/EANTC-Cisco_Quantum_Policy_Suite-Test_Report-v1.0.pdf
QuantumTM RAN Optimization Suite Automatic, Closed Loop, Dynamic
Data Collection
Analysis Implementation Feedback
Reactive, manual, partial
Proactive, frequent, automatic
Manual, labor intensive, expertise
Automatic, RT
Manual
Automatic
Manual validation, complaints
Instant, continuous
Cycle: days to weeks “one size fits all” optimization
Cycle: 15 minutes dynamic optimization
Intucell provides near real time optimization enablement
Typical Approach
Dynamic
12% Reduction in Dropped Calls
SON with Proven Field Results
40% Reduction in Loaded Cells
10% Average Throughput Increase
20% More Traffic Retained in 3G
Plug & Play Site Introduction
AT&T Advertising Network Improvements
Summary
Data in Motion • People & Things connect differently • Data-in-motion combines historical, near RT,
predictive network data • New opportunities for network monetization
The QuantumTM Proposition • Leverage intelligence in the Network • Convergent solution across multi-access technologies • Dynamic, automated & closed loop
Proven Track Record • Proven policy performance and scaling by
independent 3rd party, EANTC • Proven SON in one of world’s most advanced
networks, AT&T
The QuantumTM Leap towards Network Data Monetization
Cisco QuantumTM
Questions?
Thank You
TOMORROW starts here.