Simplifying IMS - IMS, VoLTE, RCS and LTE
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The document discusses the complexities of simplifying the IMS (IP Multimedia Subsystem) network to enhance the integration of technologies like VoLTE, RCS, and LTE while maintaining seamless user experiences across multiple platforms. It highlights the need for standardization and interoperability to facilitate effective communication and service delivery, noting the significant challenges posed by legacy systems and evolving user expectations. Ultimately, the document emphasizes the importance of adapting to change, embracing interoperability, and finding collaborative solutions with OTT (Over The Top) services to ensure the future viability of mobile network operators.
Simplifying IMS - IMS, VoLTE, RCS and LTE
- 1. Simplifying IMS IMS, VoLTE, RCS and LTE Guy Redmill
- 2. About Us A brief overview of Redmill Marketing Associates • Outsourced marketing and strategic consultancy services for the TMT sector • Strategy • Communications • Analysis • Deep knowledge of marketing and strategic needs of the TMT industries • Clear, insightful communications and actionable marketing programmes • An experienced, multi-skilled team to complement your in-house resources 2
- 3. 3 Before we begin... Some Clarifications • How to simplify the IMS network to associate greater deployment of VoLTE, RCS and LTE • Creating seamless and integrated user experience across multiple networks and devices is key • Standardisation and how to successfully migrate • Future plans and the importance of interoperability to prevent OTT spread
- 4. 4 Before we begin... Questions and Assumptions • Do we need to simplify IMS? • Do we need standards? • Why do we want to halt the spread of OTTs? • Isn’t there an alternative?
- 5. E-CSCF P-CSCF S-CSCF MGCF HSS Cx IP Multimedia Networks IMS- MGW CS Network Mn Mb Mg Mm MRFP Mb Mr Mb Legacy mobile signalling Networks I-CSCF Mw Mw Gm BGCFMj Mi BGCF Mk Mk C, D, Gc, Gr UE Mb Mb Mb MRFC SLF Dx Mp CS CS Rx Mm LRF Ml Le BGCF Mi LCS Client Cx Dx Sh Ut Mw ISC IBCF Mx Mx Mx Ma Dh TrGW Izi Ici, Mm Ix Mg MRB ISC Cr Rc I4 AS EATF Mx Mm IMS Why is it so complicated? 5
- 6. 6 IMS Why is it so complicated? • All encompassing • Evolved by accretion - may contain defunct / obsolete genes • Must support basic, as well as advanced telco services • Legacy preservation and protection • Complex call scenarios • Multiple network peering / interop • Emergency calling • Regulatory compliance • Local resolution • Security and Scale
- 7. 7 But... It’s not just IMS that should be simplified • It’s the processes around it... • Technical • Organisational • Cultural • Financial • Purchasing and integration • Virtualisation and new business models will help • Turning of the PSTN to help too
- 8. 8 Positive Signs... But not enough • Virtualisation removes need for proprietary hardware • Combines multiple entities into fewer elements • Depending on scale and approach • Enables more IMSaaS models or hosted offer or outsourcing • But business processes still need rethink • Too many complex processes
- 9. 9 Seamless Experiences What do we mean by this? • On a single device or between devices? • For what applications? • Have expectations changed? • How will expectations change? • Increasing real-time demands will have an impact
- 10. 10 Experience vs Expectation Users demand consistency across devices
- 11. 11 Seamless Experiences How is this to be achieved? • Network connectivity / coverage • Behaviour • Nomadic • Mobile • Quality of Service • Controversial but something needs to be done • Sufficient bandwidth • Transition / persistence • Integration
- 12. 12 Standards & Interoperability Complicated but necessary • Why? • For complex functionality to be easily replicated • For choice and flexibility • To enable a seamless experience • But achieving standardisation is complicated • Process orientated • Time consuming • Must be selective over when & where standards are used
- 13. 13 Standards & Interoperability Complicated but necessary
- 14. 14 Interoperability Within and between networks • Interoperability within and between networks • Commercial benefits • Can be achieved without standards • But hard work • Processes help accelerate process • Not the same as SAP integrating with AWS • Need interop for seamless service delivery • And to deliver mandated requirements
- 15. 15 Islands of Messaging OTT’s problem with interconnectivity
- 16. 16 The Messaging Archipelago How to navigate • OTT threat depends on subscriber acquisition • Each community gathers its critical mass • There are big islands but the biggest is the mobile community with IMSI • Most of the rest are walled gardens • Mobile has the potential to unify • Not the other way round • We use multiple services but I am only universally reachable via my phone numbers
- 17. 17 The threat... Is there one? • Is there a consensus about messaging erosion? • Conflicting views... • Apocalypse Now! • Nothing to see here, chaps • An opportunity • Portio research: • 2017 - 2.5 billion OTT messaging users • 2017 - 6.7 billion SMS users
- 18. 18 The threat... The research SMS Vs OTT $15 Million SMS Revenue Per Hour $3 Million OTT Portio Research
- 19. 19 Usage Patterns Change OTT and SMS use • 2017 revenue per hour forecast (Portio Research) • OTT $5.2 million • SMS $13.4 million • OTT and SMS are perceived as direct competitors • Zero sum game • RCS has been positioned as a response / challenge to OTT
- 20. 20 RCS and VoLTE Driving IMS adoption? • VoLTE is coming • HD voice quality and making effective use of data network • CSFB is fine as an interim step but VoLTE will grow • Phase 2: SRVCC • Anchors voice session on IMS and enables voice services to be delivered across LTE and legacy networks • Most expect VoLTE to drive IMS adoption in mobile operators
- 21. 21 The Future What’s in store? • Interoperability, by whatever means, is essential • All IP networks also enable OTTs to offer better experience from the their data-intensive applications • WebRTC is a big disruptor both for OTTs and operators • Alternatives to IMS will emerge but voice drives further deployments for mobile • New network service delivery models are instructive • Only operators with network coverage can ensure full continuity and
- 25. OTT Spread? What’s in store... 25
- 26. OTT Spread? What’s in store... 26 • What’s to fear? • RCS etc won’t change anything • But it (or something like it) is essential • Legacy mindset must change - App download • Must embrace change and offer: • A better experience • Something different
- 27. Embracing Change How to do it... • Make interoperability work • Provide a means of communication that is seamless and not restricted to specific client applications • VoLTE / RCS • Voice is critical • Don’t think about challenging OTTs - consider developing symbiotic/ mutualistic relationships • OTTs won’t replace MNOs...they need you! 27
- 28. In Conclusion Summing up • Simplifying IMS may be desirable, but it is not essential • Changing organisational processes is • Standards are important, but not for everything • Interoperability is easier with standards than without • OTT is not necessarily interoperable and users need this • OTT is an unstoppable tide - but universal messaging and voice capabilities plus APIs offers most potential for MNOs to monetise beyond basic service revenues 28
- 29. Post Script Summing up • What services can add value and attract a premium in an MNO network? • Enterprise? • SME? • SoHo? • Consumer? • My MNO offers me no value added services at all and probably makes more from my insurance policy... 29
- 30. 30 What are all of these?
- 31. 31
- 32. info@ redmillcommunications.com @redmill_mktg +44 (0) 203 137 2070 www.redmillcommunications.com 32 Contacts How to get in touch with us