Look through the slides from the July 17th FierceWireless webinar with guests from Cisco, SDNCentral, and Openwave Mobility as they examine the place of SDN in facilitating next-generation application services. You will learn: 1. How to provide subscriber-awareness in a SDN network via the SDN Controller 2. Why a hierarchical (L2-4 and L7) SDN approach is necessary 3. The critical business and ROI drivers for service providers considering Gi-LAN services For more SP Mobility related content, visit our Cisco SP Mobility Community: http://cisco.com/go/mobilitycommunity

1. 1Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th

2. 2Copyright 2012 Openwave Mobility
Today’s Presenters
Matthew Palmer,
Partner, SDNCentral
and Wiretap Ventures
Scott Yow, VP,
Cisco Systems
Indranil Chatterjee,
VP of Product Management
Openwave Mobility

3. 3Copyright 2012 Openwave Mobility
Webinar Logistics
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4. 4Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th

5. 5Copyright 2012 Openwave Mobility 5Fierce Wireless Webinar – July 17th 2013
SDN is a New Way to Enable Network
Orchestration and Automation
SDN Definition
1. Separates the network’s control (brains) and
forwarding (muscle) planes
2. Provides a centralized view of the overall
network
3. Utilizes programmatic application interfaces
(APIs)
4. Enables efficient orchestration and automation
of network services
SDN Controller/ Network Operating System
App App App App
OpenFlow
Packet-Forwarding
Hardware
OpenFlow
compliant OS
Packet-Forwarding
Hardware
OpenFlow
compliant OS
Packet-Forwarding
Hardware
OpenFlow
compliant OS
Well-defined
Open API

6. 6Copyright 2012 Openwave Mobility 6Fierce Wireless Webinar – July 17th 2013
NFV Virtualizes Network Services That
Are Inserted into the Network
Example: Managed Router Service Using NFV
NFV Definition
1. Decouples network functions (DNS, DHCP,
Cache, L4-L7, etc services) from proprietary
hardware appliances into software
2. Provides the ability to virtualize network
functions
3. Utilizes standard IT virtualization technologies
that run on high volume service, switch, and
storage hardware
3. Applicable to any data plane processing and
control plane function in fixed (wired) and mobile
(wireless) network infrastructures

7. 7Copyright 2012 Openwave Mobility 7Fierce Wireless Webinar – July 17th 2013
Most Impactful SDN / NFV Use Cases
Service
Provider
Mission
Critical Use
Case
Data
Center
Non-Mission
Critical Use
Case
DC Network
Virtualization
DDOS
Virtual CPE
Dynamic
Metro
Ethernet
Wireless /
WIFI
Key Service Provider Use Cases
• Data Center Network Virtualization
– Multi-tenant data center (ala AWS)
• Dynamic Metro Ethernet
– Business
– Mobile Operators
• DDOS / Visibility
– Traffic shunting, filtering, offload
• Wireless / WIFI
– WIFI offload – mobile
– MSO WIFIofferings
• Virtual CPE
– Business and Residential
• Virtual CMTS
– Eliminate Proprietary CMTS units
• Gi-LAN VAS
– Replace VAS Appliances w/ith Software
Gi-LAN
VAS
Telco’s are experimenting with SDN,
NFV, and NV today for ‘14 and ‘15
business impact
DC –to DC
WAN
Interconnect
NFV based Value Add Services can enable new
revenue streams participate in multiple use cases

8. 8Copyright 2012 Openwave Mobility
a) 2013
b) 2014
c) 2015
d) 2016 onwards
When do you see operators deploying virtualized
Gi-LAN solutions?
Audience Polling Question

9. 9Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th

10. 10Copyright 2012 Openwave Mobility 10Fierce Wireless Webinar – July 17th 2013
Industry Trends
NfV
SDN
Virtualization
Automation
Orchestration
Programmability
APIs
Dev Ops
Cloud

11. 11Copyright 2012 Openwave Mobility 11Fierce Wireless Webinar – July 17th 2013
Software Defined Networking (SDN)
• SDN was initiated in Academia with initial focus on Data Center
• Focus: Separation of Control Plane and Data Plane
• Centralized Controller and Network View
• Programmability of Network by External Applications
NfV = SDN? NfV + SDN?
• NfV not technically related to classic SDN
• But may utilize SDN technology – APIs, Controllers, Orchestrators
• For functions with no physical requirements, SDN provides
connectivity “fabric”

12. 12Copyright 2012 Openwave Mobility 12Fierce Wireless Webinar – July 17th 2013
What Problems Need to be Addressed?
POLICY ANALYTICS
Orchestration
Network
POLICY ANALYTICS
Orchestration
Network
POLICY ANALYTICS
Orchestration
Network
Expand and contract
the number of
instances of a single
function or service
Orchestrate the
infrastructure and
connectivity for the
virtualized
environment
dynamically
Based on Policy and
intelligence program
the network or
functions needed
dynamically
Elasticity
Programmability
Automation/
Orchestration

13. 13Copyright 2012 Openwave Mobility 13Fierce Wireless Webinar – July 17th 2013
High Level Mobility Architecture
MOBILECLOUD SERVICES
WIDEAREANETWORK
RADIO ACCESS NETWORK
Unified Data Center
Macro Radio
(2G, 3G, LTE)
NetworkManagementServiceFulfillmentSuite
IP/MPLS BackboneMobile Backhaul
CORENETWORK
Packet Core
Unlicensed Small Cells
(SP Wi-Fi)
Converged Small
Cells (3G/4G/WiFi)
Self Optimizing Network
WAN Orchestration
OptimizationMonetization
User/Session Orchestration

14. 14Copyright 2012 Openwave Mobility 14Fierce Wireless Webinar – July 17th 2013
Evolution of Gi-LAN
We are at the 3rd Inflection Point in a Shifting Market
Wave 1
1st inflection point (2000-2010)
- ad-hoc services
Access GGSN/
PGW
12
A
B
C
3
D
E
F
4
G
H
I
5
J
K
L
6
M
N
O
7
P
Q
R
S
8
T
U
V
9
W
X
Y
Z
*0#
Signal
Strength
DPI
APN
DPIDPI DPIL7 AF DPINATFW
APN
DPI L7 AF FW
PCRF
Wave 2
2nd inflection point (2010-2015)
services steering
Cloud orchestration
Access GGSN/
PGW
12
A
B
C
3
D
E
F
4
G
H
I
5
J
K
L
6
M
N
O
7
P
Q
R
S
8
T
U
V
9
W
X
Y
Z
*0#
Signal
Strength
APN
PCRF
Classifier
Classifier
Wave 3
3rd inflection point (2010-2015)
- virtualization

15. 15Copyright 2012 Openwave Mobility 15Fierce Wireless Webinar – July 17th 2013
Using Virtualization to Simplify
Android
User
Video
User
IMS
User
Enterprise
GGSN,PGW
WANRAN CORE SERVICE APPLIANCES
APN
Web
Proxy
DPI Firewall Address
Translation
Video
Optimization
Firewall
A-SBC
DATA
CENTER

16. 16Copyright 2012 Openwave Mobility 16Fierce Wireless Webinar – July 17th 2013
• NfV & SDN are not competitive: they are complementary
• NfV is virtualization of functions/services in the infrastructure
• Virtualization alone is not enough. You need Programmability,
Automation/Orchestration, Elasticity & Resiliency
• Cisco strategy is to enable NfV by tightly integrating with SDN
Key Take Aways

17. 17Copyright 2012 Openwave Mobility
Audience Polling Question
a) Personalized service chaining
b) Fast time-to-market for new services
c) Resource elasticity to lower TCO
d) New license and business models
What do you think is the primary driver for SDN/NFV in Gi-LAN?

18. 18Copyright 2012 Openwave Mobility
Evolving Mobile
Data Application
Services With SDN
Fierce Wireless Webinar
July 17th

19. 19Copyright 2012 Openwave Mobility 19Fierce Wireless Webinar – July 17th 2013CONFIDENTIAL © 2009 Openwave Systems
Value of SDN and NFV
Value
Creation
Resource
Orchestration
Service
Orchestration

20. 20Copyright 2012 Openwave Mobility 20Fierce Wireless Webinar – July 17th 2013
PGWs
L7+ Apps
Packet
Core
PCRF
Policy
Data
Control
L2-L4
SDN
Controller
L2-L4 Switch
UDR
L7+
Orchestration
Intelligent Service Orchestration
Content
Filtering
Video Opt
Header
Enrichment
Metering &
BillShock
FW
CGNAT
L2-4 Apps
VPN
Internet

21. 21Copyright 2012 Openwave Mobility 21Fierce Wireless Webinar – July 17th 2013
Differences between L2-4 and L7 Appliances
Performance Intelligence
L7- Highly dynamic
and contextual
• Real-time decisions
based on network
and business rules:
• Traffic
• User
• Network
• Analytics
L2-4 SDN
limitations
• Application/payload
awareness
• Steering complexity
Scalability tradeoff
• L2-4 must be highly
efficient
• L7 Apps invoked
intelligently

22. 22Copyright 2012 Openwave Mobility 22Fierce Wireless Webinar – July 17th 2013
ROI for SDN/NFV leveraging L7 Applications
Deliver on the topline and bottom-line
• Personalized data plans eg for video
streaming, roaming, tethering …
• Promote and monetize 1st / 3rd
party content
Generate event driven promotions
Promotions
• Marketing & operational
analytics; segment & profile
subscribers, devices, content
Analytics
• Dynamic optimization of
rich media for superior
QOE
Web & Video
Optimization
• Eg header
enrichment,
content filtering
Core Services
Data
Plans
Topline Revenue
Bottom-line Savings

23. 23Copyright 2012 Openwave Mobility 23Fierce Wireless Webinar – July 17th 2013
Benefits of L7 SDN and Conclusion
• Foster Service Agility in OTT paradigm
• Analytics driven personalization of services
Service Velocity
• Add NEW monetization applications
• Providing differentiation capabilities for mobile data
L7 SDN as a Monetization Engine
• L7 SDN complements L2-4 SDN with best-of-breed
approach
Comprehensive SDN architecture

24. 24Copyright 2012 Openwave Mobility
Questions?
Matthew Palmer, Partner,
SDNCentral and Wiretap
Ventures
Scott Yow, VP, Cisco
Systems
Indranil Chatterjee,
VP of Product Management
Openwave Mobility
Submit questions to the presenters
via the on-screen text box
Download the whitepaper:
Evolving Layer 7 Application Services with NFV and SDN
www.owmobility.com/whitepapers

25. 25Copyright 2012 Openwave Mobility
Thank you for
attending!