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IMS Realities and Opportunities

IMS Realities and Opportunities. Moderator: George Kontopidis, SVP, Product and Technology Strategy, NMS Panelists: Chad Hart, Senior Consultant, VDC Kirk Mosher, Sr. Product Line Manager, Sun MicroSystems Will Yapp, VP Worldwide Sales, Openera Technologies. Agenda.

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IMS Realities and Opportunities

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  1. IMS Realities and Opportunities Moderator: George Kontopidis, SVP, Product and Technology Strategy, NMS Panelists: Chad Hart, Senior Consultant, VDC Kirk Mosher, Sr. Product Line Manager, Sun MicroSystems Will Yapp, VP Worldwide Sales, Openera Technologies

  2. Agenda • George Kontopidis, NMS • IP Multimedia Subsystem Overview • Chad Hart, VDC • The Analyst’s Perspective • Kirk Mosher, Sun • The Platform Perspective • Will Yapp, Openera • The Integrated Mobile Device Perspective

  3. IP Multimedia Subsystem (IMS) • IMS is the next generation of network architecture for communication services • Specified by the 3rd Generation Partnership Program (3GPP) • IETF, CableLabs, ETSI, ITU, and others • Originated by mobile operator needs • Replaces/evolves the traditional Intelligent Network • Merges with the Next-Generation Networks • Network equipment providers are the drivers • Carriers/operators/service providers are the beneficiaries www.nmscommunications.com

  4. IMS Architecture www.nmscommunications.com

  5. IMS Advantages • Mobility management • Find users, subscriber data • Session orientation • Same session for multiple media • Service control • Personalized profiles • Session service quality (QoS) • Congestion avoidance vs. management • Unified OSS/BSS • Billing and management • Standard interfaces • 3GPP, IETF, ITU, 3WCC www.nmscommunications.com

  6. IMS Value Prop. to Service Providers • Convergence • Devices • Networks • Subscribers • Services • OSS/BSS • New services • Combined services • Mobility and presence • FMC, collaboration, PTT • Faster deployment of new services • Faster turn-around • Standards-based • New pricing models • Bundles, location-based pricing Better ARPU, more MOU, less churn, lower CapEx, lower OpEx www.nmscommunications.com

  7. New Breed of IMS Applications/Services • Enterprise • Rich-media collaboration • Seamless call appearances • Push-to-talk/view • Personal presence management • Sales automation • Entertainment • Video streaming • TV services, cartoons • Network-based gaming with mixed-media and location features • Personalization • My Container • Ubiquitous device delivery • Presence messaging www.nmscommunications.com

  8. Chad Hart, Senior Consultant, VDC The Analyst’s Perspective www.vdc-corp.com

  9. Why Operators Want IMS —Revenue Generation and Cost Savings Main Revenue Driver Main Cost Savings Driver 68% stated new revenue generation was the primary driver for IMS www.vdc-corp.com

  10. 3rd Party Applications In-house Applications 3rd Party Applications Systems Integrators NEP Equipment and Services Systems Vendors Network Components Enabling Tech and Components Enabling Tech and Components Emerging Value Chain Traditional Model Emerging Model High-level of Integration Low-level of Integration www.vdc-corp.com

  11. Phases of IMS Implementation www.vdc-corp.com

  12. Kirk Mosher Sr. Product Line Manager, Netra Systems Group Sun Microsystems The Platform Perspective www.sun.com

  13. “Stovepipe” Service Model Layered IP Service Model Service Logic Execution Environment Application Layer Video Streaming Service Interactive Gaming Service Push to Talk Service Session Management and Control Billing / OSS QoS Presence . . . . . . . . Billing / OSS QoS Presence . . . . . . . . . . . . . . . . Billing / OSS QoS Presence . . . . . . . . . . . . . . . . Billing / OSS IP Multimedia Subsystem Control Layer ... QoS Presence . . . Transport Layer Network Subsystem Multi-Service IP Network Access Layer ... RAN WLAN PSTN Base Station Subsystem Layered IP-Based Service ModelBringing IT/Web Programming to Telecom Services

  14. New Service Rapid Prototype Modify and Augment Launch Scale Trial Faster Time-to-MarketReducing New Service Introduction from Years to Months “With IMS, new product introduction can go down from 2 years to just 3 to 5 months” - Frost & Sullivan, 2005 • Enabling rapid service creation • Making service experimentation cost effective • Breaking the tie between infrastructure providers and new services • Allowing operators to choose “best of breed” applications and services from different suppliers www.sun.com

  15. Open Service Delivery PlatformJava Programming Model for IP-Based Service Creation Java Enterprise Edition (Java EE) Web Container BPEL Engine EJB Container HTTP EJB Servlet ParlayCA SOAP Portal Server Access Manager EJB Quality ofService API Servlet JSLEECA EJB App App TroubleTicket API Java Business Integration Bus Java Service Logic Execution Environment (JSLEE) Service Building Block (SBB) Container ServiceActivation API JAIN SIP SIP API Location API Wireless Messaging API Services Access SBB SBB SBB Access Manager IP Billing API ServiceEnablers EnablerSBB Java SE Java ME SBB JBIRA JEERA OSS/J Service Interaction Manager Network Resource Adapters SS7 SIP SIP TCAP CAP INAP MAP MM7 SMPP SIP CSCF MSC HSS MMSC SMSC Common Network Resources

  16. IT-fication for Telecom NetworksIt's the Killer Architecture that Matters “The value of IMS is not so much as a specific service enabler...but as a service creation framework in which a variety of multimodal and multimedia services are supported and enabled.”- IDC, IMS Technology & Prospects, July 2005 www.sun.com

  17. Will Yapp VP Worldwide Sales Openera Technologies The Integrated Mobile Device Perspective www.openeratech.com

  18. Market Background • Mobile operators need new services — not just voice! • SMS & ring tones have been hits for teens • Mobile email has been a hit for mobile workers • Profits seen in emerging converged services • Inter-person communication remains a killer app… • But what is beyond basic voice? • Adding presence, location, messaging, picture/video sharing capabilities that subscribers will use is next • Changing the paradigm from “What” first and then “Who” to “Who” first and then “What” • SIP/IMS is leading the charge, and not just on 3G! • 2.5G & FMC too Continued  www.openeratech.com

  19. Market Background • SIP/IMS addresses… • Person-to-person, group and community-based applications • Both peer-to-peer and server-based applications • Fixed-Mobile Convergence (FMC) and dual-mode WiFi/cellular offerings • Carrier investments underscore industry belief in demand for SIP/IMS services • Cingular, Verizon, Sprint, BellSouth — commercial launch 1Q06 • Vodafone, others — commercial launch 2Q06 www.openeratech.com

  20. IMS Services VisionMulti-Access, Device Independent • Cellular Access to IP & IMS Services • GPRS / EDGE • UMTS / 1xEVDO • Cellular Access to 2G Services • 2G • WiFi Access to IMS Service • Proprietary • 3GPP Rel 6 • WiFi Access to 2G/2.5G Services • UMA www.openeratech.com

  21. SIP/IMS MarketDevice Challenges & Solutions In-Stat: “The key to successfully capturing the market for next generation personalized services is control of the end-point device.” • New age application success will be all about the user experience and packaging for targeted demographics in a way that allows the subscriber the ultimate flexibility in personalization • However… current SIP/IMS device solutions have following issues: • SIP/IMS capability in devices is lagging early market needs • SIP/IMS services being delivered as bolt-on point solutions • SIP/IMS services from multiple vendors as bolt-on point solutions lead to poor usability and lack of adoption • FMC targeting VoIP applications only • Ideal SIP/IMS client solution will provide: • A simple, intuitive, IMS-first, end-user experience • Support for all standardized SIP/IMS services • Seamless access capability across service set • Open APIs for extensibility • Portability to multiple platforms • Ability to easily customize, brand and package for targeted subscriber demographic • For downloadable applications either by the subscriber or the operator OTA www.openeratech.com

  22. Conclusion • IMS is a great opportunity • For equipment providers • For operators • For subscribers • It is an evolutionary transition over several years • Expect to see • New breed of applications • New business models • New, dynamic players • NMS is positioned as an excellent partner for your platforms, and your solutions www.nmscommunications.com

  23. Questions?Contact Info:George_Kontopidis@nmss.comChadh@vdc-corp.comKirk.Mosher@sun.comWill@openeratech.com

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