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Services Innovation Worldwide

Services Innovation Worldwide. Jerry Skurla Marketing Director , NMS Kirk Mosher Sr. Product Line Manager, Netra Systems, Sun Microsystems. Agenda. Market and services trends Regional view Trend data Applications Carrier-grade platform and development trends

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Services Innovation Worldwide

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  1. Services Innovation Worldwide Jerry SkurlaMarketing Director, NMS Kirk MosherSr. Product Line Manager, Netra Systems, Sun Microsystems

  2. Agenda • Market and services trends • Regional view • Trend data • Applications • Carrier-grade platform and development trends • The IT-fication of the telecom network • Implications for carrier-grade developers www.nmscommunications.com

  3. Europe Asia Americas Regional View — Consumer Services • Subscription-based music services • Full-track over-the-air downloads • Broadcast Mobile TV • Ringback tones • M-Commerce &m-payments • JAVA games • Adult content • Voice/SMS • Mobile TV • Mobile music • Ringback tones • Off-portal content • Adult content • Voice/SMS • Mobile IM • Ringback tones • Mobile video/TV • Off-portal content and mobile music Source: Yankee Group 2005 www.nmscommunications.com

  4. Europe Asia Americas Regional View — Business Services • Convergence: Dual mode VoWLAN phones • Integrated 3G/WiFi service packages and radio embedded laptops • Fixed wireless broadband (over CDMA) • M2M/remote monitoring • Mobile email • 3G data cards • Fixed/Mobile substitution & PBX displacement • Fixed/Mobile Convergence & mobile PBX integration • Wireless email • 3G data cards/ remote access • Location-based services • Device management Source: Yankee Group 2005 www.nmscommunications.com

  5. Europe — Stagnating Voice ARPU Data Drives Revenue Growth as Voice ARPU Stagnates • Competition/regulation drive down voice costs • Low elasticity of demand • Data/VAS drive revenue growth in Western Europe Source: Yankee Group, EMEA Wireless/Mobile Integrated Forecast www.nmscommunications.com

  6. Europe — Steady Migration from Basic to Advanced Services Western Europe (2007) Forecast refers to Mobile Operators’ revenues Source: The Yankee Group www.nmscommunications.com

  7. Europe — Non-Messaging Services Arouse Interest www.nmscommunications.com

  8. Europe — Video AlloCiné • French premium “movie phone” service • View movie trailers before buying tickets • Launched at renowned Cannes Film Festival • Two months from concept to launch www.nmscommunications.com

  9. Europe — Voice Portals 1-2-3 TV • Germany’s first interactive television auction channel • “eBay” on cable TV • Speak input to voice portal • Portal integrates user, contact center, TV graphics and order logistics • Three months from final concept to launch www.nmscommunications.com

  10. 100% 16.1% 19.1% 21.5% 23.5% 25.1% 26.6% 80% 60% 83.9% 80.9% 78.5% 76.5% 74.9% 40% 73.4% 20% 0% 2004 2005 2006 2007 2008 2009 Mobile Voice Mobile Data Asia — Mobile Services Share Source: In-Stat, 03/05 - Revenue www.nmscommunications.com

  11. Asia — Youth Market Drives Data Revenue Contribution by Segment 2004 www.nmscommunications.com

  12. Asia — Youth Messaging Messaging Revenue by Segment 2004 www.nmscommunications.com

  13. Asia — Messaging Caller usingBubbletalk “Bubble Talk” in Malaysia • Conversation avoidance • Subscriber calls system with automatic speech recognition • Speaks message and number to be called • System calls number using text to speech and speaks message MobileNetwork Phone receivesTTS message www.nmscommunications.com

  14. Asia — Entertainment “Catch Music” in Taiwan • Music trivia party game • Subscriber calls system, prompts for type of music or song to “Catch” • Subscriber picks category, system plays random song • Subscriber guesses title/artist and says their guess to system • Play as long or as often as desired • Monthly prizes awarded by operator for highest scores • Average hold time — 10.5 minutes www.nmscommunications.com

  15. Asia — Video Video switching – DoCoMo Japan • Users reluctant to use video calls • Calling party must have a 3G phone • Additional cost while video “need” most likely is limited • User starts voice call as usual • Simply add video if required and if accepted by other party • Billed only for video add-on • Return to “Voice only” mode easily • Works with 2.5G phones www.nmscommunications.com

  16. Asia — Video Pet monitoring — DoCoMo Japan • Aimed at single professionals with pets • Video camera equipped with FOMA card at home • Subscriber uses FOMA phone at work to call home • Check in and see/hear pet live www.nmscommunications.com

  17. Trends in Carrier Grade Platforms and Development Kirk MosherSr. Product Line ManagerNetra Systems GroupSun Microsystems www.sun.com

  18. Agenda • Sun in Telecom • Carrier-Grade Platform and Development Trends • Multi-thread, low-power CPUs • High-density, ATCA blade servers • Carrier-grade operating systems • Programmable middleware components • Implications for Carrier-Grade Developers www.sun.com

  19. Sun in Telecom#1 in Telecom Data and Carrier-Grade Servers Source: Instat/MDR Teledatacom Server Report (Nov 04) www.sun.com

  20. Netra ATCA Netra 1280 Netra 440 Netra CT820 Netra 240 Netra CT410/810 Netra 120 Sun Netra Product FamilyCarrier-Grade Servers • Broad product family • NEBS L3 certified • PICMG standard blades • Highly reliable — Five 9s + • Proven carrier-grade OS • Telecom system mgmt • OEM-ready lifecycle • Competitively priced • RoHS Compliant (2006) www.sun.com

  21. Multi-Threaded, Low-Power CPUs • Multi-core CPUs are the first step, but not enough • Increases scalability & density, but don't overcome memory latency issues which affects real-world performance • Multi-threaded CPUs are critical to maximizing throughput • Overlapping threads make CPU power available at all times • Large shared caches minimize context switching delays • Low power is critical for high-density servers like ATCA • Power and heat dissipation will be limit CPU performance • Radical new designs are required to achieve performance • Sun's new chip multi-threading (CMT) CPUs change the game • 8-core, 32-thread Niagara CPU will set a new standard • Dramatically improving throughput at only 50 W per processor www.sun.com

  22. Relative Performance 10000 CPU Frequency 2x every 2 Years DRAM Speeds 1000 Gap 100 10 2x every 6 Years 1 1980 1985 1995 2000 2005 1990 The Memory BottleneckUp to 75% of CPU cycles lost to memory latency www.sun.com

  23. Thread 4 C M C M C M Thread 3 C M C M C M Thread 2 C M C M C M Thread 1 C M C M C M Chip Multi-Threading (CMT)Overcoming Memory Latency Time Memory Latency Compute

  24. CMT Thermal Advantage“Cool Threads” Design C0 C1 C2 C3 107C 102C 96C 91C 85C 80C 74C 69C 63C 58C • Cooler — improved performance, power & reliability • Uniform — improved thermal mgmt & clock distribution C4 C5 C6 C7 Single-Core Processor CMT Processor www.sun.com

  25. CMT CMT Power/Performance AdvantagePower Density Decreases without Performance Loss www.sun.com

  26. High-Density ATCA Blade Servers • Carriers need to increase capacity to deliver new services • ARPU is the key to profitability • Opportunities in high bandwidth services, like 3G and VoD • But space and manageability are barriers to sucess • Central office space is at a premium • Simply adding more servers becomes unmanageable • ATCA is a solution for high-capacity, high-bandwidth services • Dramatically increases compute capacity per blade • Provides high-speed interconnects to reduce bottlenecks • ATCA is best for horizontally scaled networks and services • Great platform for control plane and OAM applications • Potential for bearer plane applications with CMT technology www.sun.com

  27. Sun Netra ATCA Blade PlatformNext-Generation, High-Density Blade Server • Highest-density ATCA server • 14 slot/12U server with dual GBE switches • Carrier-grade reliability – 6x9s+ • NEBS L3 certified, redundant components • Dual processor/core ATCA blades • UltraSparc IIIi and Opteron processors • Carrier-grade operating systems • Solaris, Solaris-x64 and Monta Vista Linux • SAF-compliant blade management/HA • Managed object hierarchy, Netra HA suite • OEM lifecycle & services • Guaranteed lifecycle, worldwide support, integration services www.sun.com

  28. NMS MG 7000A Media Processing Blade Sun Netra ATCA Blade Platform Dual GBe Switches ATCA SPARC Blades SIP Application & Media Server NTT-Comware SIP Application & Media ServerSun ATCA/NMS/NTT COMWARE Demonstration www.sun.com

  29. Components Information Model Implementation Standards Element Mgmt.System GNIM CCIT x7xx Network Equipment Provider ITU TMN M3100 Mapping Layer SAF SMS SAF SMS/AIS SAF AIS/CLM Base OAM SW DMTF(Distributed Mgmt. Task Force) CIM DMTF CMPI SAF HPI Mapping Layer SAF HPI SAF HPI SAF HPI API OS SAF HPI and PICMG PICMG Mgmt PICMG Mgmt Sensors (Thermisters, WatchDog Timers, IPMI Controller) FLAT SENSOR DATA Mapping Layer PICMG Blade HW Chassis, Blades and AMC Hardware vendors PICMG Managed Object HierarchyStandards-Based Blade Management System Managed Object Hierarchy Processor Mgmt Services Platform Daemon www.sun.com

  30. Switch Switch Master Cluster Controller Vice Master Controller Expansion On Demand! Failover Secondary NFS/ Boot Server Primary NFS/ Boot Server Netra High Availability SuiteCarrier-Grade Fast Failover & Fault Diagnosis • HA failover services • Up to 64 nodes • CGTP support • Cluster Membership Monitor (CMM) • Reliable NFS/boot • Fault diagnosis • Auto-restart • SAF AIS compliant (future) www.sun.com

  31. Carrier-Grade Operating Systems • Choice of carrier-grade operating system is critical to success • Must be highly reliable and available to maintain uptime • Offer telecom system management and standards • Solaris — most widely deployment carrier grade operating system • Proven reliability in core infrastructure and service applications • Provides binary compatibility and investment protection • Solaris 10 sets new standard in reliability and performance • Built-in application containerization to isolate faults • Dynamic tracing provides real-time performance optimization • For x64/x86 products, Sun will offer choice of operating systems • Solaris x64 — same carrier grade capabilities as Solaris SPARC • CG Linux — will offer optimized version of Monta Vista Linux www.sun.com

  32. Solaris ContainersVirtualization Made Simple, Safe and Secure • Breakthrough approach to virtualization • Host 1,000s of applications/services on one system with one OS instance • Hardware independent • Dynamically adjustable to service needs • Easy to create, replicate & maintain • Less than 1% system overhead • Higher uptime & security • Each service fault- and intrusion- isolated • Instant Restart: containers start in seconds • Reduced costs • Increased utilization of people and machines www.sun.com

  33. Dynamic Tracing (DTrace)Built-in Real Time Probes for Application Optimization • Breakthrough approach for tuning • Power tool for real-time analysis, diagnosis • Safe and comprehensive • Non invasive, little overhead, easy to use • One view into both system and application level • Over 30,000 data monitoring points • Designed for live use on production systems • No need to force failure, then do post-mortem debug • No need to re-create the problem on test systems • No need to run different, slow, instrumented OS in production • Increased performance with minimal effort • Solutions found in minutes or hours, not days or weeks • Results: 30%-300% performance improvements on same system www.sun.com

  34. Dynamic Tracing (DTrace)Built-in Real-Time Probes for Application Optimization +300%in 5 Hours +267%in 2 Days +80%in a Day +35%in anAfternoon +32%BeforeLunch FinancialDatabase Online ParcelTrackingSystem FuturesForecastingApplication MessageHandingBenchmark DataRoutingApplication www.sun.com

  35. Programmable Middleware • Layered IP-based service architectures increase reusability • Eliminates the need for redundant stove-pipe components • Increases efficiency and time-to-market for new services • But they also increase complexity • Requires component interaction with multiple services • Must develop resource adapters for multiple networks • Programmable middleware reduces development and cost • Need single sign-on for multiple services • Leverage common service logic execution environment • Java-based middleware and APIs provide the foundation • Sun's Java Enterprise System (Java ES) software suite • Java-based APIs such as JAIN-SLEE and OSS/J www.sun.com

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

  37. Federated Identity ManagementSingle Sign-on and Access Control Across Services • Directory Server — Secure, highly available, scalable and easy-to-manage directory services • Identity Manager — Managing identity profiles and permissions throughout the entire identity lifecycle • Access Manager — Delivering single sign-on, access control and federation services across intranets and extranets www.sun.com

  38. JAIN SLEEService Logic Execution for Converged Networks Leading JAIN SLEE Providers — OpenCloud & jNETx www.sun.com

  39. Maintain a wholesale list of available apps, services & content across the Web Individually brand & stock vending managers SELL SELL SELL SELL Content Providers JAVA APPS CONTENT SERVICES DELIVER Control services & access Deliver purchased goods Content Delivery ServerSimplifying Content Management and Delivery Java System Content Delivery Server LIST Publish Find/Offer Stocking & Placement Purchase Purchase Retrieve Download www.sun.com

  40. Securely Delivered to Targeted Communities Data No MatterWhere It Resides Aggregatedand Personalized Via Any Device Mobile Access Pack • Intelligent Rendering for Any Access Device • Mobile Groupware Connectivity • Voice Access • WAP 2.0 • JSR 188 Support • Included with Java Enterprise System! Enterprise, Legacy &Business Intelligence Employee 3rd Party Data andInformation Feeds Supplier Communication &Collaboration Web Pages & Links Partner Process AutomationServcies AuthenticationMechanism IdentityAttributes IdentityFunctions Customer Java Portal ServerIntelligent Rendering for Any Access Device www.sun.com

  41. Questions?Contact Info:jerry_skurla@nmss.comkirk.mosher@sun.com

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