Radisys & Mavenir: Monetizing VoLTE and RCS
11 likes5,195 views
This webinar discusses how mobile operators can monetize VoLTE and RCS services beyond flat-rate data plans. It covers trends in LTE services, the IMS architecture as the technical foundation, and a MetroPCS case study. The webinar explores opportunities for new services, innovations, and partnerships to generate additional revenue streams. The role of the media resource function in supporting advanced services is also examined.
Radisys & Mavenir: Monetizing VoLTE and RCS
- 1. 1Radisys Corporation Confidential Welcome! Today’s Webinar: Monetizing VoLTE and RCS How to Grow Revenue Beyond Flat-rate Data Plans Presented in partnership with
- 2. 2Copyright© 2013 - Radisys Corporation Topics LTE Services • Trends and Opportunities in VoLTE, RCS, and beyond • Strategies to attract subscribers and grow revenues IMS Architecture • Technical foundation for VoLTE and RCS • Role of Media Resource Function (MRF) MetroPCS Case Study • World’s first VoLTE deployment Speakers Moderator Ian Maclean Vice President, Strategy and Marketing Mavenir Systems Ray Adensamer Senior Manager, Product Marketing Radisys Adnan Saleem Chief Architect Radisys
- 3. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page Monetizing VoLTE and RCS How to Grow Revenue Beyond Flat-rate Data Plans Ian Maclean marketing@mavenir.com Vice President, Strategy & Marketing Mavenir Systems May 14, 2013 Partnering with:
- 4. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page Leader in VoLTE & RCS – Transforming Mobile Networks Focus Accomplishments Solutions Customers • Transforming mobile operator networks • Solving deployment challenges through innovation & flexibility • Accelerating Time-to- Market • First Mover status for VoLTE & RCS • Created mobile centric IMS solutions • Leader in convergence between generations of technology • Wide breadth of portfolio including applications, core & key enablers • Voice & Video • Enhanced Messaging • IMS Core, Applications, & Unified Access GW • Virtualized IMS • Cloud Services • Early Adopters • Innovators • Mobile Operators • 3 of top 5 operators in North America • 4 of top 5 operators in Europe FIRST in-service IMS-based mobile voice over Wi-Fi – T-Mobile FIRST commercial VoLTE launch globally – MetroPCS FIRST commercial RCS 5.0 launch globally – MetroPCS Monetizing VoLTE and RCS Webinar 45/14/2013
- 5. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page LTE Market Update LTE Only LTE + RCS VoLTE + RCS Monetizing VoLTE and RCS Webinar 5 Source : Wireless Intelligence, 2013 0 50 100 150 200 250 Commercial LTE Network Launches Source: GSA Evolution to LTE report 11/2/12 The faster data networks have created an opportunity for additional services beyond the offering of mobile network operators. (The OTT Model) 5/14/2013
- 6. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 6 A Compelling Event… the Need for VoLTE & RCS LTE Cost LTE spectral efficiency significantly improves cost per megabit Speed LTE speeds provide optimum user experience for data hungry mobile apps and services VoLTE 2G/3G Service Parity LTE support for Voice & SMS (VoLTE) and mobile services (IN) Interoperability VoLTE provides global interoperability and roaming, and roaming between coverage areas RCS OTT Fully interoperable & reliable like- for-like rich services competitive with Skype, Whatsapp, etc… 3G LTE Faster Data Network First Gen 4G Devices High latency call setup (CSFB) Separate Voice/Data Battery Life (DR Devices) Better Voice Network Next Gen 4G Devices Low latency call setup Simultaneous Voice/Data Battery Life (SR Devices) Service Paucity (2G/3G User Experience) Richer User Experience Broad 4G Device Ecosystem Single Mobile Identity HD Voice & Video Real-time multi-media messaging Reliability & QoS 5/14/2013
- 7. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 7 Polling Question 1 5/14/2013 What is the market status for VoLTE & RCS Solutions? a) VoLTE & RCS are table stakes and will be deployed by mobile operators globally. b) VoLTE is table stakes, and RCS will be deployed only if there is a positive business case. c) VoLTE & RCS are optional, where the alternative is to provide Internet Service Provider (OTT) solutions. d) I don’t know.
- 8. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 8 The Need for IMS-based VoLTE and RCS 2G/3G Core Networks Service Parity MSC Features IN Services Infrastructure Re-use Pre & Postpaid Billing Subscriber DBs Simplify Deployments Service Synchronization Network Upgrades Backwards Compatibility Single Number Routing SMS/MMS Interworking Investment Protection Common SW Platform Cloud Computing Migration 4G Core Networks 5/14/2013
- 9. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 9 The New Minimum User Expectations OTT providers have raised the standard for what is an the minimum set of user expectations. OTTs are providing a more rich and diverse set of features: IP Voice Calling IP Video Calling Sharing while on a voice call (e.g., see what I see…) Progressing from voice to video call Network Address Book Video Mail / Messaging Multi-device and Presence File, contact, and location sharing 5/14/2013
- 10. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 10 Mobile Operator’s Opportunity: Unifying the UX Voice VideoVAS MessagingPhonebook Wi-Fi Calling Video Calling Content Sharing Contact Presence Enriched Chat Status Quo: A highly fragmented user experience. RCS provides a unified experience for multi-faceted communication in a single platform. 5/14/2013
- 11. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 11 Mobile Operator’s Opportunity: Innovation & Mash-ups IM/Chat Community Web Messaging / Message Storage Mobile VoIP & Video Multi Device Delivery The combined set plus: Single Number Single Integrated App Quality of Service (QoS) Carrier Grade Reliability HD Voice & Video Global interoperability Federation with OTT OTT Providers’ Current Offering Minimum User Expectations Voice Messaging Data Mobile Operators’ Current Offering Innovation Mobile operators’ opportunity lies in using RCS as a foundation to innovate beyond the expected feature set and deliver a superior, superset of services. (Facebook Chat Heads) Mash-ups: Through strategic partnerships, operators can create experiences tailored to specific groups of users. (RCS+Enterprise) RCS & Joyn need to be used to create something unique that improves the user-interaction model. 5/14/2013
- 12. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 12 Polling Question 2 5/14/2013 What monetization opportunities do you see for VoLTE & RCS? a) Operators will be able to charge more for improved voice and messaging services. b) Operators will open their networks to 3rd party app developers to use their VoLTE & RCS services to generate revenue through new and innovative services. c) Operators will federate their own IP communication services by interworking with Internet Service Providers (OTT) to share revenue. d) I don’t know.
- 13. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | PageMonetizing VoLTE and RCS Webinar 13 Beyond VoLTE & RCS… Monetizing 4G Investments • Fixed NGN • Business ISDN • Enterprise Network Consolidation • SMSC Replacement • MMSC Replacement • Voice Mail Replacement • IM Chat (1:1, Group) • File Transfer / Image Share • Video Share / Video Mail • HD Audio • Video Calling • Video Conferencing Revenue Generation • Voice over WiFi • Voice over HSPA+ • Open Networks (OSA) New Service Models • Unified Communications • Cloud Storage • WebRTC VoLTE RCS • Cloud Computing• Cloud Computing • Infrastructure Re-use Cost Optimization 5/14/2013
- 14. 14Copyright© 2013 - Radisys Corporation Topics LTE Services • Trends and Opportunities in VoLTE, RCS, and beyond • Strategies to attract subscribers and grow revenues IMS Architecture • Technical foundation for VoLTE and RCS • Role of Media Resource Function (MRF) MetroPCS Case Study • World’s first VoLTE deployment Adnan Saleem Chief Architect Radisys
- 15. 15Copyright© 2013 - Radisys Corporation Advantages of VoLTE and RCS Reduced Cost and Complexity of Network • Single All IP Network for Voice, Video, and Data • IMS Core Network enables Resource Sharing Eliminates the Need for 2 Separate Networks • Initially Circuit Switched Fallback, But Migrating to all IP • Reuse of IMS Core Network for Resource Sharing Unified Services via VoLTE and RCS • Common IP Network with IMS Simplifies Unified Services Innovations, Multiple Applications with Common Media Monetizing Enhanced Value Added Services Counter or Collaborate With Over the Top Services
- 16. 16Copyright© 2013 - Radisys Corporation MRF in LTE IMS Core Services in Packet Data Network GPRS Core Evolved Packet Core Mb Rx ISC Mr’/CrMr AS CSCF PGWSGW MME SGSN HSS PCRF eNodeB RNC BSC 2/2.5G (Getran) 3G (UTRAN) 4G/LTE IMS Core Internet Corporate Intranets MRF Multiple Applications • (MMTel AS, RCS AS, Conferencing) VoLTE/RCS and 3GPP Standards Compliance Scalable HD Video and Transcoding for Mass Deployment, Multiple Device Types MRF Reuse Across Multiple Media Applications AS
- 17. 17Copyright© 2013 - Radisys Corporation MRF in 3GPP IMS Architecture
- 18. 18Copyright© 2013 - Radisys Corporation MRF Use Cases beyond VoLTE Some VoLTE pt-to-pt calls using same codec Typically Do Not Require MRF However, Many VoLTE, RCS, and MMTel Services Rely on Media Resource Function (MRF) • Basic Network Services – Network Announcements, Collecting Digits – Video Calling / Video Share – IP-to-IP transcoding (e.g. AMR-WB <-> AMR-NB, H.264 <-> VP8 for WebRTC) • Revenue-Generating VAS services – Ringback Tones or Adverts – Messaging (record and playback) – Multimedia Conferencing – And many more…. Source: Seeing through the Cloud. A survey of mobile operators’ views on the evolution of the mobile core., Monica Paolini, Senza Fili Consutling, Feb 2013
- 19. 19Copyright© 2013 - Radisys Corporation MRF Characteristics in VoLTE End to End IP (No CS Domain Voice) • Increases and Exposes Network Bandwidth Variability from End Terminals Directly to IMS Core Network and MRF (i.e., no Traditional CS-IP MGW) Key Aspects of MRF in LTE and non-LTE Deployments • IMS-based All-IP Voice and Video (multiservice MRF) • Service Continuity with Legacy 2G/3G Handsets (via IMS GWs) • High Availability with Low Latency and Jitter (media quality) • New Services for Increased Revenues (app-independent MRF reuse) MRF: Essential Resource for VoLTE Supplementary Services • Network voice services (Ann, IVR, RBT) • Two-way or Multi-party (conferencing) • Voice Quality for IP Mobile Environment • Media Recording / Legal Intercept • Media Transcoding / Adaptation
- 20. 20Copyright© 2013 - Radisys Corporation Trends and Impacts on MRF Design LTE Device Evolution LTE Device Evolution More Devices, Increasing Capabilities Wideband Audio Codecs High-end Video H.264 Video (Baseline to High Profiles) OTT Media Codecs, Eg: VP8, OPUS Wideband and UltraWideband Audio Codecs … with dynamic transcoding / transrating LTE MRF Requirements 768kbps – 3 Mbps (Synchronous up/down) 384 kbps – 768 kbps (Synchronous up/down) 3+ Mbps (HD)64 kbps Audio Narrowband -> Wideband -> Full Band Video Small Screens & Low Bitrates -> HD / UHD High Framerates GSMA IR.92 GSMA IR.94
- 21. 21Copyright© 2013 - Radisys Corporation Trends and Impacts on MRF Design Mobile Data Bandwidth Mobile Data Bandwidth Broadband, but highly variable QoS and Policy Enforcement Support for 2-way Interactive Services Support for 1-way Streaming Services Dynamic Rate Adaptation, Adaptive Bitrates Policy Enforcement Functions via PCRF LTE MRF Requirements Bandwidth time Evolved Packet Core Network Policy Control Resource Function (PCRF) 2-way (RTP, RTCP) LTE Packet Radio Access Network IMS Core 4G IP Handsets (IPv6) Multimedia Content 1-way (HTTP, RTMP, RTSP) AS Radisys Media Resource Function (LTE IMS MRF)
- 22. 22Copyright© 2013 - Radisys Corporation Trends and Impacts on MRF Design Mobile Applications Mobile Applications Growing 3rd party applications and cloud services based on network MRF services, exposed by Open APIs Network-based MRF under 3rd party network and device applications Growing interest in MRB (Media Resource Broker) LTE MRF Requirements 3rd Party Network Applications Device Applications Network MRF Resources Network MRF Resources Evolved Packet Core Network LTE Packet Radio Access Network IMS Core CSCF Media Resource Broker (MRB) Application Server(s) MRF Resource Pool Radisys Media Resource Function (LTE IMS MRF) 3rd Party Application Server(s) OpenApplicationAPIs Open Application APIs OTT and Enterprise Networks WebRTC
- 23. 23Copyright© 2013 - Radisys Corporation Websocket, JSEP, REST Browser Platform RTP/RTCP / SRTP Media Interworking WebRTC – SIP Control Interworking OTT/WebRTC – IMS Core Network WebRTC – IMS Services Interworking Carrier IMS Network Internet Or Enterprise Network LTE Access (VoLTE & Video) IMS Conf App Srvr MRF CSCF Web App WebRTC GW OTT Networks Google, Facebook, … HSS MMTel IMS SIP Clients WebRTC Clients IMS Auth Register OTT Auth Registration Connectors WebRTC Websockets SIP (IMS) SIP (IMS) RTP/RTCP SRTP RTP/RTCP SRTP CSCF IMS SIP WebRTC Client Application (HTML5 / Javascript WebRTC APIs Browser / Media Access Web Server WebRTC/HTML5 App Authentication OTT Network ConnectWebRTC Websockets RTP/RTCP RTP/RTCP SRTP User Auth & WebRTC Client Application IMS SIP RTP/RTCP Web App Portal Sub Identity GW
- 24. 24Copyright© 2013 - Radisys Corporation IMS Services Core for Video VAS and Conferencing Mobile Laptop IP WAN Tablet Corporate IP VPN IMS Services Core Small Screen Video HD Video Corporate HD Video Wireline Broadband DSL, Cable HD MCU Application Server (AS) Smartphone Home Office (SMB) Office Desktop Head Office Telepresence Mobile Broadband 4G/LTE, WiFi, HSPA Media Resource Function (MRF) Video Content/ Storage Call State Control Function (CSCF) HSS/PCRF Enterprise UC
- 25. 25Copyright© 2013 - Radisys Corporation Cloud Media Processing for 3rd party Developers to Extend IM/Presence with Multimedia Conferencing MPaaS Cloud Communications Service IP Access LTE Mobile Internet, IP VPN Conferencing Application Web-based APIs Cloud Customer Care Service Customer Care SaaS Application “Click to Conference” Request Customer Care Interactive Web Session Real-time 3-way Video Conferencing Session
- 26. 26Copyright© 2013 - Radisys Corporation Topics LTE Services • Trends and Opportunities in VoLTE, RCS, and beyond • Strategies to attract subscribers and grow revenues IMS Architecture • Technical foundation for VoLTE and RCS • Role of Media Resource Function (MRF) MetroPCS Case Study • World’s first VoLTE deployment Ian Maclean Vice President, Strategy and Marketing Mavenir Systems
- 27. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page MetroPCS Case Study Ian Maclean Vice President, Strategy & Marketing Mavenir Systems May 14, 2013 Partnering with:
- 28. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page VoLTE and RCS are here! Dallas, Texas – 7th August, 2012 First Commercial VoLTE service launched Dallas, Texas – 31th October, 2012 First Commercial RCS 5.0 service launched Delivered IMS Core and Telephony Application Server Delivered commercial RCS service in less than 90 days with Rich Messaging and Presence Servers Monetizing VoLTE and RCS Webinar 285/14/2013
- 29. © 2013 Mavenir Systems | | Page© 2013 Mavenir Systems | | Page Live MetroPCS RCS 5 service Monetizing VoLTE and RCS Webinar 295/14/2013
- 30. Mash-ups and Mass Adoption Non-Telephony: We anticipate RCS mash-ups will create unique and differentiated services tailored for the Operator’s end users RCS + Gaming: RCS + Enterprise RCS + Customer Care Enhance customer care experience with video capabilities or access to real-time sharing of information/troubleshooting RCS + Multimedia Share music playlists instantly with friends RCS + Financial Telephony: We project linking RCS services with OTT app communities will create the ubiquity needed for mass adoption Video Call Enriched Chat Presence Source : GSMA RCS Feb 26, 2013 30
- 31. 31 Thank You for Attending… Ian Maclean Vice President, Strategy and Marketing Mavenir Systems Adnan Saleem Chief Architect Radisys adnan.saleem@radisys.com ~Please fill out our short survey~ We Value Your Feedback Please join us for the next webinars in this series - 11am ET: Tuesday, June 11 – Living Up to the 3Cs: Capacity, Coverage & Customer Satisfaction Thursday, July 11 – The Telecom Cloud: Critical Deployment Strategies Register: www.radisys.com/Transform