Presentation to IMS Summit, Dallas , February 22, 2006 Simple, Personal, "Rich in content", "Community oriented", are keywords to describe a user-centric world where customers will get more choice, flexibility and control. This view will drive the success of broadband services in both the fixed and mobile form. 3G video content and communication are just starting while broadband in the home and the office has transformed consumer expectations for triple-play services and stimulated growth. In order to deliver these new-wave services in a fast and cost-effective way, service providers have to evolve both network and systems infrastructure. With the emergence of IP Multimedia Subsystem (IMS), service creation strategies are evolving from spaghetti to lasagna. I highlighted key IMS enablers and analyze the infrastructure of light-weight internet service providers and MVNOs .

1. Multimedia user
experiences with IMS 2006-02-22-IMS_Claude Florin_V4_NSN
Claude Florin claude.florin@hp.com
Strategic Marketing Manager, +41 78 844 1259 (2G)
OpenCall Business Unit, HP +41 79 818 0412 (3G)
© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. Blue Ocean Strategy
Create and capture new
•
demand
Create uncontested market
•
space - make the
competition irrelevant
Align the whole system of a
•
company in the pursuit of
differentiation and low cost
© Kim & Mauborgne, 2005
www.blueoceanstrategy.com
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 2

3. Create and capture new demand
Consumers and businesses
•
are looking for that quot;nextquot;
user experience
Simple
Personal
Enjoyable content
Community
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 3

4. Demand evolution
Multimedia
adoption
t
ten IPTV
n Movie Mobile TV
Co clips
Video
Photo conference
Music
Bloging
Games
messaging
Push to
Ringtones
video
MP3
Ring-back
Presence
ty
+ chat
uni
mm
Voice
Co
al /
portal MMS
SMS+
son wireline & wireless
Pe r
time
IP broadband
Image 2.5G 3 UK at 3GSM 2005
source :
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 4

5. New user experiences with 3G video
Community
Simple
oriented
Enjoyable Personal
content
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 5

6. Personalized services
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 6

7. Personalized customer interaction
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 7

8. Personalized customer interaction
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 8

9. Convergence creates new markets
Broadband : ubiquitous
•
media distribution
Quadruple play : fixed
•
and mobile services
Decomposed of business
•
value chain : xSPs, xNOs
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 9

10. Media convergence
1970 1980 1990 2000 2010 2020
0
Network-based Era
TODAY
b
Servers/devices
Future
Transition Transition
Digital Era
Digital Media and
Equipment Dominate
Analog Era
Analog Media and
Equipment Dominate
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 10

11. Mobile network convergence
Data
Rates
(Mb/s)
s
100 ion bs.)
s
ses Mobile IP
u
ts 0M s WIMAX
o
t sp : 20 network
Ho 0 6
20
(20 OFDM WCDMA WB RAN
FLO MBMS Rel6
DVBH
WLAN EV-DO
10 HSUPA
Rev B
Rel5
5 EV-DO HSDPA
Rev A n
s-o s.)
y
EV-DO lwa sub
0.3 a
WCDMA ile 00M
Rev 0 b
Mo 6 : 1
0.6 GPRS 0
20 time
(
2003 2004 2005 2006 2007 2008 2009 2010
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 11

12. Ubiquitous media distribution
Sharing Editing
Video blog
Enjoying
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 12

13. Mobile + broadcast interaction
SMS-chat
Video calls
Voice blog
Sources : BBC, Fun to Phone Solutions Oy, Hexia
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 13

14. 3G participation TV
GSM Association Best 'Made for Mobile' Sports Infotainment
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14

15. Video messaging
VoxSurf Video Design Studio.mht
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 15

16. Multimedia messaging
Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16

17. Video bloging
http://www.soundslikesuomi.com/frames.html
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 17

18. Convergence evolution to 4-play
Network centric (Fastweb, 1999) :
•
− VoIP + IPTV + IP
• H.323 softswitches
• #800, supplementary telephony
services
• Video conference enterprise
• Residential STB to 3G calls
• IP TV (EPG)
• Unified messaging
• IP access (metro FTTH, ADSL)
− Revenues
• 1’200 $ ARPU/year
• 500’000 subscribers
Edge services (Skype, 2004)
•
− VoIP
• End-point VoIP routing
• Voice messaging
• SIP gateways
• Video plug-in
− Revenues
• <1 $ ARPU/year
• < 250 million downloads
• Cross-selling with EBay (?)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 18

19. Align for differentiation and low cost
Limited ability to create
•
new markets due to
Complexity
Historical silos
Internal focus
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 19

20. Align for differentiation and low cost
• IMS breaks the
complexity
Enablers for
multimedia, service
access, personalization
Cross industry
cooperation
Mixed edge and
network services
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 20

21. Align on IP Multimedia Subsystem
Application plane h h h h
Service delivery
HSS
plane
Switching plane
IP backbone
User equipment
plane
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 21

22. IMS Multimedia service enabler
Video user
experiences
+ video
Web development
+ audio
+ voice
Soft
HP OpenCall Media Platform + Video
DSP
CCXML interpreter VoiceXML interpreter
OAM manager Alarm manager
Network + devices
integration Resource manager Configuration manager
Signalling Media Audio Video
(SIP) processing codecs codecs
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 22

23. IMS Architecture - mobile
Home
Visited Services
OSA Legacy
domain
domain
AS SCP
SIP
Services
Services
OSA
AS CAMEL
Sh/11
API WIN
AAA/ OSA IM-
23
HSS SCS SSF
Sh/11
PDF ISC/12
SIP
Cx/16
Go/28 Diameter
MRF
Gm/hh Mw/dd Mw/dd Mr/24
(C+P)
UA P-CSCF I-CSCF S-CSCF
Mi/9
BGCF
• AS – Application Server
• BGCF – Breakout Gateway Control Function
Mg/17
• CSCF – Call Session Control Function Mj/49
• HSS – Home Subscriber Server
ISUP
• IP-SSF – IP Multimedia Service Switching Function
MGCF
• ISC – IMS Service Control Interface
• MGC – Media Gateway Control
PSTN /
• MGW – Media Gateway
Mc/30 PLMN
• MRF – Multimedia Resource Function
• PDF – Policy Decision Function
• SCS – Service Capability Server MGW
• SIP – Session Initiation Protocol
• UA – User Agent
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 23

24. IMS Architecture - fixed Services
AS
Ut
ISC
UPCF SLCF
PSTN
simulation IS-CSCF BGCF
AGCF
Mw
Mw Mr
Mg M
Ie
P-CSCF MGCF SGCF
MRFC
Gq
Gq
SPDF Mp Mn
ARACF
PSTN /
Rep Ia PLMN
MRFP
MGCF
UE ISUP
Mc/30
PSTN /
RCEF BGF
PLMN MGW
CNG
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 24

25. Achieve low cost and differentiation
Consolidate infrastructure
•
− Shared resources
− Faster application
development
Adopt new business
•
models
− Free services + cross-selling
− Shared infrastructure with
customers
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 25

26. Infrastructure optimization
h Video portal
application
IP
Service IMS
Provider
Application
h Provider
VXML
Video contact
CCXML
Center application
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 26

27. Cooperative value chain
Provisioning
•
Usage/Monitoring
•
Customer Service
•
Charging
Service •
Privacy
•
Retailers Packaging
•
Delivery
•
Location
•
Network QoS
•
Operators Authentication
•
Multi Networks
•
Usage
•
Interaction
Applications, •
DRM
•
Services, Entertainment
•
Resources Information
•
Communication
•
Digital goods
•
Innovative Flexible
(examples)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 27

28. Conclusion
Create demand with
•
innovative 3G video user
experiences
Make competition
•
irrelevant with value-chains
across content providers,
software developers and
ASPs
Enable differentiation and
•
low cost using IMS
infrastructure
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 28

29. Enabling Blue Ocean Strategies
HP OpenCall
Media Server Software
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 29