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Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective

Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective. Watson Zan, P.Eng Senior Industry Strategist Network Strategy Rogers Wireless Inc. Background Information.

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Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective

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  1. Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective Watson Zan, P.Eng Senior Industry Strategist Network Strategy Rogers Wireless Inc.

  2. Background Information Canada’s only national wireless carrier (Cellular, PCS, Paging & Mobitex), with more than 15 years of operating experience, providing ubiquitous service throughout the country coast to coast A subsidiary of RCI (Rogers Communications Inc) with 51% ownership, 34% by Wireless Co (a consortium of AT&T of USA and BT of Britain), and 15% by Public Strategic alliance with AT&T Wireless Services in the United States, together serving over 96% of the North American population First in North America (1992) to launch digital service (TDMA technology) and initiate network migration towards Wireless Intelligent Network platform Currently, the TDMA network consisting of 21 switches, over 1600 cell sites and close to 36,000 channels of which more than 10,000 are digital, and a second network with GSM technology as an overlay now being implemented for service launch at the beginning of 2002 Subscriber growth close to 2.6 million, of which about 51% are digital subscribers and 19% are pre-paid customers, with coverage for more than 93% (analog) or 85% (digital) Canadian population, and over 3,000 points of distribution Annual revenue exceeding 1.5 billion Canadian dollars

  3. Alberta Manitoba British Columbia Saskatchewan Quebec Ontario Newfoundland P.E.I. New Brunswick Nova Scotia National Coverage Area

  4. Constant Changing Environment Events Increasing Competitive Threat Intensive Pricing War Rapid Technology Development Dynamic Market Demand Consequences Higher Churn Rate with Lower Market Share Higher Costs with Lower Revenue Decreasing Certainty with Increasing Confusion Need for Broad Bandwidth with Restricted Spectrum Availability; Expansion of Global Coverage with Limited Flexible Interoperability

  5. Short Term Strategy Contribute towards the evolution of WIN (Wireless Intelligent Network) architecture supported by IS-136 & IS-41 protocols Migrate to a WIN architecture for the rapid implementation and customization of features and services Integrate Rogers Wireless cellular & PCS services on a common WIN Platform Develop strategic carrier and vendor alliances to provide seamless wireless global services

  6. Long Term Strategy Continue the evolution process towards the WIN (Wireless Intelligent Network) architecture using enhanced IS-41 protocols, and supported by the EDGE access technology Migrate to a IP (Internet Protocol) based Next Generation Mobile Network for the support of high speed packet data and multimedia services Integrate existing paging, cellular, PCS, Mobitex and probably future multi-media services on a common IP network platform Leverage global economies of scale with WCDMA evolution for terminal and infrastructure development Provide global voice and data roaming with TDMA and GSM networks

  7. An “Intelligent” Network separates the Service Layer from the Switching and Access (Radio) Layers - the “Intelligence” resides in the Service Layer Major benefit to network operators: Services are created, tested, modified, and deployed on computer platforms instead of on switches - better because there are fewer of them, cheaper and easier to upgrade Major benefit to customers: they can roam onto partner networks and the service continues to function with no change Local Exchange Carriers and Long Distance Carriers have operated Intelligent Networks for years - they are the “brains” behind revenue generators such as Calling Card, Calling Name Presentation, and 800/900 numbers WIN Overview

  8. WIN Service Logic and Service Data reside in a centralized computer instead of in the switch: making it easier and cheaper to create, test, and deploy services Computer WIN Service Logic & Service Data Switch Switching & Radio Switch Switch Switching & Radio Switching & Radio AT&T Network Other Partner Networks The Power Of WIN Rogers Wireless Network

  9. FOUR STEP PROGRAM Step 1 Service Providers Define User Requirements Step 2 TIA* Develops Technical Standards Step 3 Equipment Manufacturers Design Network Equipment Step 4 Network Operators Roll Out New Services WIN Development * Telecommunications Industry Association Committee TR45

  10. Stage 1 Stage 2 Stage 3 V & V Ballot Publish TIA Standardization Process The TIA Standards Process employs a serial, “top-down” approach: • Step1: Agree on the “Stage 1” (User Perspective) aspects of the new requirement(s) • Step2: Agree on the “Stage 2” (Network Perspective) aspects of the new requirement(s) • Step 3: Agree on the “Stage 3” (Protocol) aspects of the new requirement(s) • Step 4: Perform Validation and Verification of the Proposed Standard • Step 5: TIA/ANSI Ballot Process • Step 6: Publication

  11. TIA/EIA/IS-41D: Inter-systems Operations - Published - TIA/EIA/IS-771: WIN Phase 1 (Basic Services) - Published - TIA/EIA/IS-826 (Prepaid) & -848: WIN Phase 2 (Charging Services) - Recommended for Publicaiton - TIA/EIA/IS-843: WIN Phase 3 (Location Services) - Started Development - Industry Standards

  12. The Engineering is complex - so the work has been broken into large packages Each package contains a set of service-independent “triggers” and “capabilities” Each package supports a variety of services - each network operator can work with its suppliers to develop the services demanded by the local market WIN Phase X NOT FRAGILE WIN Being Developed In Packages

  13. The first package [WIN Phase 1] supports basic Call Origination and Call Termination services The second package [WIN Phase 2] supports Charging services The third package [WIN Phase 3] will support Location-Based services WIN Capabilities

  14. WIN Phase 1 is ready for deployment now WIN Phase 2 should be ready in the 2000-2001 timeframe WIN Phase 3 should be ready in the 2002-2003 timeframe Some equipment vendor (e.g. Ericsson) product plans include switch upgrades to support the WIN triggers and a WIN-capable “Service Control Point” (e.g. Jambala) that conforms to this schedule WIN-capable SCPs are also available from other equipment suppliers (e.g. Compaq, Lucent, Nortel), any of which will inter-operate successfully in the wireless network WIN Availability

  15. WIN Phase 1 defined the basic architecture - and the first batch of triggers and capabilities - and the first batch of services Typical WIN Phase 1 services are: Calling Name Presentation Incoming Call Screening Voice Controlled Services WIN Phase I NOT FRAGILE Wireless Intelligent Network [WIN] Phase 1 - Basic Services

  16. Terry Jones Calling Name Presentation Calling Name Presentation is a simple call screening capability that allows the called party to see the name of the calling party during alerting. This WIN-based feature allows the switch, upon detection of a termination call attempt to the subscriber, to query a database which will “look up” the name of the calling party. This information is transmitted to the serving network and the Calling Name Information is presented to the subscriber during alerting.

  17. Incoming Call Screening Incoming Call Screening is a sophisticated call screening capability that allows the called party to define the criteria for which incoming calls are to be delivered, and the termination treatment given. This WIN-based feature compares the characteristics of all incoming calls screening factors The feature can also be enhanced by employing an Intelligent Peripheral which acts as the subscribers agent in screening and routing all incoming calls. Screening Factors: - Identity of Caller - Time-of-Day, Day-of-Week - Location of Called Party - Status of Called Party

  18. Call Office Retrieve New Messages Voice Controlled Services • Voice Controlled Services allow the subscriber to perform a number of tasks using spoken voice commands instead of pushing buttons on the mobile phone. • Voice Controlled Dialling • Voice Controlled Feature Control • Voice-Based User Authentication • Speech-To-Text Conversion • VCS employs a mulitilingual standardized syntax and vocabulary to ensure seamless service throughout the service area, but also provides the service provider with the flexibility to create innovative service scripts.

  19. WIN Phase 2 uses the same basic architecture - but adds a second batch of triggers and capabilities - and the second batch of services Typical WIN Phase 2 services are: Pre-Paid Charging Freephone (800 Service) Premium Rate Charging (900 Service) Advice Of Charging WIN Phase II Do Not Open Until 2001 Wireless Intelligent Network [WIN] Phase 2 - Charging Services

  20. Examples of WIN Pre-Paid Applications Fraud Monitor International Roaming Specialized Greetings WIN Computer Platform Pre-Paid Charging Subscriber Pre-Paid Charging Pre-Paid Charging is already a hugely successful product for Rogers Wireless WIN reduces the cost of providing Pre-Paid by replacing the current trunk-based point solution with a computer-based network solution. Potentially WIN can also enhance the existing service by customizing it to fit specific niche markets - special greetings, fraud monitors, international roaming, etc.

  21. Holiday Inn General Motors 1-800-Flowers Subscriber Dialling 800 Number Freephone (800 Service) “Freephone” is the generic term for 800 services - calls where all of the charges are paid for by the called party. Freephone is a huge revenue generator for the wireline network operators - more than a billion dollars per year in Canada. Wireless subscribers have even more incentive to dial 800 - if their airtime is free (e.g., paid for by General Motors, 1-800-Flowers, or Holiday Inn). WIN Computer Platform (800 Application)

  22. Premium Rate Charging Premium Rate Charging is a service where the subscriber pays a premium on top of their regular airtime - for the privilege of talking to a party with specific knowledge or skills. Premium Rate Charging is also a substantial revenue generator for the wireline networks. Typical applications? Anything from Psychic Hotlines to Technical Support. 1-800-Psychic Technical Support WIN Computer Platform (Premium Rate) Subscriber Dialling 800 Number

  23. 34 minutes remaining Advice Of Charging Advice of Charging is a simple concept: advise the customer of charging information in real time. Advice of Charging can use the handset’s text display, or an announcement, or a combination of both. The content of the message is up to the service provider. Any type of information, any language, any unit (time, dollars, percentage, under/over, etc.) can be sent to the subscriber’s handset at any point during the call.

  24. WIN Phase 3 adds a third batch of triggers and capabilities - and a third batch of services, but requires a prerequisite - choice of Location Determining Technology to determine location of the caller This technology will soon be a government requirement to support 911 service - we might as well generate some revenue from this investment by deployment of location services Typical WIN Phase 3 location services are: Location-Based Charging Fleet and Asset Management Location-Based Information Service Enhanced Call Routing WIN Phase III Do Not Open Until 2002 Wireless Intelligent Network [WIN] Phase 3 - Location Services

  25. Location-Based Charging Location-Based Charging allows the service provider to divide the network service area into zones. The charge for services may then be adjusted based on which zone the subscriber is in. Zone 1 Zone 2 Zone 3

  26. Fleet and Asset Management Fleet and Asset Management service allows a subscriber to track the whereabouts of fleet vehicles or other assets. The service could also be used for tracking people or pets. Triggers can be armed so that reports are generated when fixed assets start to move - or when moving assets stop moving. Or the service logic can simply poll the location on a periodic basis. WIN Computer Platform (Fleet and Asset Management Application)

  27. Location-Based Information Service Location-Based Information Services provide the user with information which is tailored to their current geographic location. Similar to current service offerings such as “OnStar”, a vehicular appliance which assists the driver by providing information on local roads, hotels, gas stations, restaurants, and so on. “…confirming your reservation for 6 pm at Morton’s in Chicago……” “…a tow truck is on the way to your location……”

  28. Enhanced Call Routing WIN Computer Platform (Enhanced Call Routing Application) Enhanced Call Routing uses the geographic location of the subscriber to intelligently route the call. Geographic Location of handset is sent to the WIN service logic for analysis and routing Geographic Location of tow truck is known to WIN service logic Call is routed to nearest tow truck. Subscriber Dials *CAA

  29. Implementing WIN services requires several steps: Upgrade MSCs to support WIN triggers Upgrade HLRs to support WIN triggers and service profiles Deploy WIN service logic programs The following specific issues must be carefully addressed: Interaction with existing services Increasing signaling traffic volume Interoperability while roaming with partners Implementation Strategy

  30. “Turn-Key” solutions from one infrastructure supplier (Ericsson), using applications built specifically for one particular platform(Jambala) “Off-The-Shelf” solutions from potential software developers, using applications developed for an open SCP platform “Do It Yourself” solutions developed by each individual operator using Service Creation Environment to be provided by a variety of infrastructure suppliers Service Creation Options

  31. In general, the future WIN development will include: Additional triggers and operations for circuit-switched call models “Mobility” model and associated triggers Call models and triggers for packet-switched services Next standards project will be the development of WIN capabilities to support Location Based services, expected to complete by end of year 2000 The most likely area for further standards work will be “porting” the WIN capabilities into a packet-switched environment Future Developments

  32. WIN Capabilities are the enabling technologies for a wide range of revenue-generating, loyalty-building services Everything is in place to add WIN capabilities to the existing wireless network - the next step would be to select a service for deployment and install the appropriate WIN-capable equipment Even a “small scale” deployment would be beneficial as it would propel us up the “learning curve” - we would be prepared in case our competitors launch a WIN-based service Conclusions

  33. Market Potential Is there a demand for such a service in the home market? What benefits will be gained to extend such a service to other countries? System Compatibility How is such a service deployed in the home network? Are the systems in the other countries the same or compatible for deployment of such a service? Operational Issues What impacts will such as a service have on the home operations How will the terms of existing roaming agreements be modified when such a service is introduced. Message

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