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© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
Multimedia user experiences with IMS
2006-02-22-IMS_Claude Florin_V4_NSN
Claude FlorinStrategic Marketing Manager, OpenCall Business Unit, HP
claude.florin@hp.com+41 78 844 1259 (2G)+41 79 818 0412 (3G)
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 2
Blue Ocean Strategy• Create and capture new
demand• Create uncontested market
space - make the competition irrelevant
• Align the whole system of a company in the pursuit of differentiation and low cost
© Kim & Mauborgne, 2005 www.blueoceanstrategy.com
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Create and capture new demand• Consumers and businesses
are looking for that "next" user experience
SimplePersonalEnjoyable contentCommunity
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Demand evolution
Multimedia adoption
MusicGames
Video Photo
MMS
RingtonesRing-back
Presence + chat
MP3
Mobile TV
Push to video
time2.5Gwireline & wireless
IP broadband
Movieclips
SMS+
Voice portal
Content
Personal / Community
conference
Blogingmessaging
IPTV
Image source : 3 UK at 3GSM 2005
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New user experiences with 3G video
Personal
Simple
Enjoyablecontent
Communityoriented
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Personalized services
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Personalized customer interaction
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Personalized customer interaction
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Convergence creates new markets• Broadband : ubiquitous
media distribution• Quadruple play : fixed
and mobile services• Decomposed of business
value chain : xSPs, xNOs
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Media convergence
Futu
re
0b
1970 1980 1990 2000 2010 2020
Analog EraAnalog Media and
Equipment Dominate
Digital EraDigital Media and
Equipment Dominate
Transition
Network-based EraServers/devices
TODAY
Transition
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Mobile network convergence
0.3
5
10
100
EV-DORev B
GPRS
EV-DORev 0
Data Rates(Mb/s)
time2003 2004 2005 2006 2007 2008 2009 2010
Hot spots se
ssions
(2006 : 200M sub
s.) Mobile IP network
WLAN
WCDMA
WIMAX
WB RANRel6
HSUPA
EV-DORev A
WCDMAMBMS
OFDMFLO
Rel5HSDPA
Mobile always-on
(2006 : 100M sub
s.)
0.6
20
DVBH
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Ubiquitous media distribution
Video blog
Editing
Enjoying
Sharing
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Mobile + broadcast interaction
Sources : BBC, Fun to Phone Solutions Oy, Hexia
Voice blog
Video calls
SMS-chat
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 14GSM Association Best 'Made for Mobile' Sports Infotainment
3G participation TV
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Video messaging
VoxSurf Video Design Studio.mht
July 07 Claude Florin - OCBU - OpenCall Multimedia user experiences 16Storycast demonstration at 3GSM 2005, P. Debatty/A. Vorbau HP Laboratories
Multimedia messaging
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Video bloging
http://www.soundslikesuomi.com/frames.html
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Convergence evolution to 4-play• Network centric (Fastweb, 1999) :
− VoIP + IPTV + IP• H.323 softswitches • #800, supplementary telephony
services• Video conference enterprise• Residential STB to 3G calls• IP TV (EPG)• Unified messaging • IP access (metro FTTH, ADSL)
− Revenues • 1’200 $ ARPU/year• 500’000 subscribers
• Edge services (Skype, 2004)− VoIP
• End-point VoIP routing• Voice messaging • SIP gateways• Video plug-in
− Revenues • <1 $ ARPU/year• < 250 million downloads• Cross-selling with EBay (?)
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Align for differentiation and low cost• Limited ability to create
new markets due to
ComplexityHistorical silosInternal focus
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Align for differentiation and low cost• IMS breaks the
complexityEnablers for multimedia, service access, personalizationCross industry cooperation Mixed edge and network services
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Align on IP Multimedia Subsystem
User equipment plane
IP backbone
Application planehh hh hh hh
Switching plane
Service delivery plane HSS
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IMS Multimedia service enabler
HP OpenCall Media Platform + Video
Resource manager
Signalling(SIP)
Media processing
Audiocodecs
Videocodecs
Configuration manager
OAM manager Alarm manager
CCXML interpreter VoiceXML interpreter
Web development
Network + devices integration
+ video+ audio+ voice
Soft DSP
Video user experiences
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IMS Architecture - mobile
• AS – Application Server• BGCF – Breakout Gateway Control Function• CSCF – Call Session Control Function• HSS – Home Subscriber Server• IP-SSF – IP Multimedia Service Switching Function• ISC – IMS Service Control Interface• MGC – Media Gateway Control• MGW – Media Gateway• MRF – Multimedia Resource Function• PDF – Policy Decision Function• SCS – Service Capability Server• SIP – Session Initiation Protocol• UA – User Agent
MGW
UAMw/dd
Cx/16
ISC/12SIP
Sh/11
Mr/24
Diameter
MGCF
BGCF
S-CSCF
Mj/49
Mi/9
Mg/17
Mc/30
AAA/HSS
SIP AS
MRF(C+P)
OSA SCS
OSAAS
OSA API
Go/28
23
PSTN /PLMN
IM-SSF
Legacy SCP
CAMELWIN
ISUP
Services
Services
Sh/11 Services
I-CSCFP-CSCFMw/ddGm/hh
Visiteddomain
Homedomain
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IMS Architecture - fixed
MGW
UEMGCF
Mn
Mc/30
AS
PSTN /PLMN
ISUP
Services
SPDF
ARACF
IS-CSCF
P-CSCF MRFC
BGCF
MGCF
AGCF
MRFP
BGFCNG
RCEF
Gq
SGCF
UPCF SLCF
Mp
ISC
Ut
PSTN /PLMN
Rep Ia
Gq
Mw MrMMg
Mw
PSTN simulation
Ie
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Achieve low cost and differentiation• Consolidate infrastructure
− Shared resources− Faster application
development
• Adopt new business models− Free services + cross-selling− Shared infrastructure with
customers
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IP
Infrastructure optimization
IMSServiceProvider
ApplicationProvider
VXMLCCXML
h
h
Video portalapplication
Video contact Center application
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• Provisioning• Usage/Monitoring• Customer Service• Charging• Privacy• Packaging
Cooperative value chain
• Interaction• DRM• Entertainment• Information• Communication• Digital goods
• Delivery• Location• QoS• Authentication• Multi Networks• Usage
Innovative Flexible
Applications,Services,Resources
Service Retailers
Network Operators
(examples)
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Conclusion• Create demand with
innovative 3G video user experiences
• Make competition irrelevant with value-chains across content providers, software developers and ASPs
• Enable differentiation and low cost using IMS infrastructure
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HP OpenCallMedia Server Software
Enabling Blue Ocean Strategies