traditional network model

Evolution or Revolution: Using Services to Stimulate IMS

Adoption in the NGN

G. D. Redmill, EMEA Market Development ManagerApril 5, 2006

Cantata Technology, Inc. confidential. Not for distribution without permission. 2April 21, 2023

Traditional Network Model

END USERS

ACCESS EXCHANGE (5000 nodes)

TRUNK(2000 nodes)

OVERLAY CORES

SERVICE

*After BT 21CN Presentation

PSTN

PCN

ATM


New Network Model

END USERS

DSLAM / Agg. Boxes (5000 nodes)

IP CORE

*After BT 21CN Presentation

CORE ROUTERS (100 nodes)

IP – MPLS - WDM

IMS


Service Challenges

Services today are fragmented between stovepipes / silos and legacy IN solutions– Added piecemeal– Isolated– Difficult to co-ordinate– Duplication of resources

Operators face falling voice revenue margins– Must increase non-voice service revenue and margin

Contain / reduce OPEX– Via consolidated, unified service infrastructure


IMS Promise

IP Multimedia Subsystem provides vehicle for delivery / provisioning of multi-media services based on Internet protocols and applications– Presence– Conferencing– Push to Talk over Cellular (PTToC) /

Push to Multi-Media (PTM)– Messaging– TBD

Intention is not to standardise services, but to allow operators and third parties to develop any service

Should enable “convergence of and access to” voice, video, messaging, data and web based technologies

Exploit growth of internet and mobile comms

Source: 3GPP TS 23 228 680


Why IMS?

Next Generation Service Delivery Goals:

– Write once, use anywhere– Reuse resources – Manage OPEX

Services should universal– Access neutral

Use common resources rather than dedicated platforms– Open standards provide model– IMS / SIP provide key


Catalysts for IMS Deployment

22.8

41.3

19.6

9

7.4

0 10 20 30 40 50

FMC

Flexible SCE

Blended MM Apps

Lower Cost SDP

Best of Breed Components

Source: Light Reading Webinar Poll: “Drilling Down on IMS” 189 respondents


Problems with the Bright New Dawn…

IMS is the next big thing….right? Analysts are falling over themselves

to trumpet its merits TEMs have adopted framework

– Niche players have positioned components

Key question: what will make operators adopt IMS?– a) because it’s the only solution on offer?– b) because it offers a compelling business case?

Do operators adopt a technology per se, or do they determine merits of individual services?


IMS Challenges

Difficult to justify investment for replacement of entire service infrastructure

Variable rate of IP migration / adoption– It’s going to happen, but when?

IMS appears to depend on all IP core and SIP enabled end points

How do operators get from A to Z painlessly?


LEGEND:

BOLD Lines: interfaces supporting user traffic

DASHED Lines: interfaces supporting only signalling

Source: 3GPP TS 23.002 V6.4.0

IMS Overview

P-CSCF

IM Subsystem

CSCF MGCF HSS

Cx

IP Multimedia Networks

IMS-MGW

PSTN

Mn

Mb

Mg

Mm

MRFP

Mb

Mr

Mb

Legacy mobile signalling Networks

CSCF

Mw

Mw

Gm

BGCF Mj Mi

BGCF

Mk Mk

C, D, Gc, Gr

UE

Mb

Mb

Mb

MRFC

SLF Dx

Mp

PSTN

PSTN

Gq


Decomposition is the Key

IMS is distributed in key software elements Subscriber access controlled by softswitches Establish sessions to Application Servers Application server requests resources from

Media Server (Media Resource Function) Communications all enabled with SIP Media via RTP Application server can be single service

– Or offer service creation (e.g. BEA, jNetX, Ubiquity, Appium)


Leverage Decomposition to Build Profit

IMS can be implemented piecemeal– Select components necessary for specific

applications with ROI

Operators must look for applications that give them the quickest returns

What are these applications likely to be? Key areas:

– Legacy migration / service preservation (“service emulation”)

– New services


IMS Adoption

What do people want? Business:

– Collaboration, sharing, presence, consistent experience

Youth:– Excitement, collaboration, sharing, presence,

changing experiences

Consumer:– Evolving bundles of content, simple charging

None of us know specifically which services will be most successful


Live Video Messaging Deployment – TMN

Service Features 3G Video Call Answering

– Message drop-off– Subscriber retrieval

PC Call Answering– Subscriber retrieval

3G to SIP PC Video Call 3G Video Portal

Media Server Features Video playback and recording

through VoiceXML


Video Messaging: TMN Video Mail Architecture

Photos Siemens AG

Openwave Application

3G H.324mTDM Video Users

Internet

Directory

Greetings / Message

Store

IP

Openwave Mx Messaging Platform

RADvisionH.324m SIP

Gateway

2.5 G MMS/ 2 G Wireless Users

3G IPv6 IMS Devices

3GIMS

MSC

H.324M(ISDN)

HTTP

VXML w/Video

HTTP

HTTP

IP

Video Phones/ PC

Internet

Video Phones / PC

SIPSIP

SIP

Openwave SIP Proxy

HTTP

SIP

Cantata SnowShore IP MS


Swisscom – Call Tones Scenario

DescriptionDescription

A CallTone is an announcement selected by a subscriber that is played on the handset of the callee when the subscriber places a call.

A CallTone is an announcement selected by a subscriber that is played on the handset of the callee when the subscriber places a call.

Select CallTone

Pink Panther

Happy Birthday

Peter Gunn Th.

Elisabeth

Pascale

It is Elisabeth’s birthday...

Simpsons

John selects a CallTone...

Optionally:John selects an

image (or a video)

associated with the Calltone

Elisabeth picks up the phone

and answers...

Elisabeth’s handset rings...

With the Calltone !

Happy birthday to

you...

Select Callee

Jean

Joe

John selects whom should

be called using the CallTone

Optionally:The handset displays the

clip.

Select clip


IBM - Multiplayer Gaming Scenario

DescriptionDescription

The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM IMS Solution, and relying on independent runtime components that are orchestrated for providing a

coherent and enhanced service experience

The IMS-enabled Multi-Player gaming Service is a an example of a composite service built on the IBM IMS Solution, and relying on independent runtime components that are orchestrated for providing a

coherent and enhanced service experience

Gaming and Conferencing at the same time

Allows you to: – plan game strategy or

– simply tell your opponent how bad they are


MTS FMC – Simultaneous Ring ApplicationMTS Russia Fixed Mobile Convergence


Caller Notify

M@ilis: a Progressive Multimedia Mail Suite

Unified mail

Fax & voice mailVideo Mail

Easyvoice mail

From: 0873 24 56 (2 calls)Date: 06/12/03 15:50

Call Notify

Easyvoice mail

Allow customers to receive messages or notifications while busy, absent, or unreachable & retrieve them from any phone, PC or TV

Increase call completion, provide new services and revenues to telecommunications providers, while guarantee progressive and cost-effective voice & video mail software suites :


“Sponsored Call” Service

“Sponsored Call”

– Subscriber agrees to view a video commercial from a “sponsor”

– In return, subscriber receives a discount on phone charge

Rapid development with SnowShore IP Media server (audio & video)

– 4 weeks from start to trial

Benefits of Sponsored Call Service to…

Subscribers Sponsors Service Providers Saves $$

Useful promotions

Multimedia channel of advertisements

Interactive promotions, campaigns and surveys

Select the customer segments

New revenue stream from the sponsors

Increased air time and revenue

Created by ARGELA Technologies


SIP proxy

XWayGolf(Carry)

Skiing(Bob)

Media Server

Diving(Helen)

Virtual Contact Center - Architecture

Gintel app

Dial 1 for Golf,2 for Skiing...

Other sports(Fred)


IMS Adoption Strategies

Services are designed to be access-neutral All IP network is some years ahead

– Including true IP client end-points

Clear need for IP Media Gateways– Provide transcoding capabilities to connect legacy

subscribers to emerging IMS solutions

As IP networks develop, more islands will emerge– IP Peering will be a growing challenge


VoIP Architecture – Media Server and Gateway

MediaServer

Application Servers

MGW

PSTNAccess and Transport

Networks

SnowShore IP Media Server

ProxyServer

IMG 1010 Integrated Media Gateway

SIP


VoIP Architecture – Media Server and Transcoding

MediaServer

Application Servers

IPAccess and Transport

Networks


ProxyServer

IMG 1010 Integrated Media Gateway

RTP

RTPRTP

SIP

SIP


Conclusion

IMS is key to a converged, more efficient service core– Yielding new revenue (profit) opportunities– Offering reduced OPEX

Services alone justify ROI– Implement IMS piecemeal to support migration strategy

and launch attractive services

Transport migration is important– Media Gateways allow IMS to be leveraged in a

converged / legacy environment

Launch new services via IMS with Media Gateway to support interworking



High performance carrier-class media processing

– Multimedia features that support media-rich applications at scale

Open, software architecture

– Flexible deployment on standards-based carrier-class servers

Integrated, best of breed application partners

– Delivering high value, innovative SIP/VoiceXML enhanced services

Extensive feature support

– For emerging next generation IP services including video messaging

Full SIP/VoiceXML support

– Cantata’s rich heritage and industry leadership in developing and implementing standard protocols


Brooktrout’s Enhanced Services Partners

SIP/VoiceXML / MSCMLSIP/VoiceXML / MSCML

RTPSIP

Standard Server Platforms

Standard Server Platforms

Gateway / SoftswitchGateway / Softswitch

Centrex/Class 5Centrex/Class 5

Video ConferencingVideo Conferencing

Video Messaging

Video Messaging

Application ServerApplication Server

IP Call Center/CRM / Virtual / Hosted PBXIP Call Center/CRM / Virtual / Hosted PBXConferencingConferencing

Service CreationService Creation

PrepaidPrepaid

Messaging

Messaging

SnowShore IP Media Server Software


Any-to-any voice network connectivity Signaling and media

TDM to IP IP to IP network peering

Simultaneously supports gateway and transcoding on a call-by-call basisMulti-application Support – including Class 4 Long distance networks, Voice over Broadband networks, and IP PBX

Unparalleled Capabilities•Simultaneous SIP/ H323 / SS7 / PRI in a single platform•Highest density: 768 channels in a 1U package•Software based license upgrades•Ability to rack and stack up to 32 IMG 1010s•Integrated routing and translations•Programmable Protocol Language (PPL)•Carrier Grade Redundancy and In-Service Updates

Integrated Media Gateway – IMG 1010


Thank You! Questions? +44 1344 380214 [email protected]

traditional network model

Documents

ims deploymentsource

ims challengesdifficult

ims adoption

keycantata technology

respondentscantata technology

gr ue mb mb mb mr

service challengesservices

nonvoice service revenue