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Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 1
The Collapse of the Walled Garden
Paul GainhamDirector Service Provider Marketing EMEA
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Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 2
Changing Marketplace
Intense pressures placed on carriers to increase revenue
Content providers are aggressively making offers to customers• Web 2.0, interactive web• Social networking• Video Architectures• Software as a Service
How can this application focus be leveraged?
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WirelessVoice
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Broadband
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Overall Revenue
Application
Explosion
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 3
Plumbing vs. Value Carriers are faced with the problem of Best-Effort being
too good• Only value is in adding more bandwidth…for less revenue• Great for Internet hosted content…is it good for the carrier?
Customer see value in the applications, but not necessarily in the network• Is there value that the carrier can provide in this evolving space?• Is Web 2.0/WebServices a threat or an opportunity for carriers?
What are the new sources of revenue for the carrier?• Need to find sources of revenue beyond just from the customer• New revenue requires new sources of value—what is that carrier
value?
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 4
Increasing Carrier Revenue Create an environment that allows the customer to
access their desired content in a controlled fashion Solution:
• Focus on Customer Control
• Integrate disparate Network Elements (content, core, access)
• Differentiate Delivery based on Customer/Application Requirement
Cable TV Business Model
NFL -Content Source
NFL -Content Source
ESPN –Content AGG
ESPN –Content AGG
ValueValueValue
Cable Provider
Cable Provider
Users
Each step cares about the “Experience” They are getting paid for it
Good user experience
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 5
Increased take-up
Content Aggregator
Content Aggregator
Content SourceContent Source
Transforming the Experience: Controlling the delivery of Services
Internet Model
SPSP
Value
Transformed Model
Content SourceContent Source
Content Aggregator
Content Aggregator
ValueValueValue
SPSP
User
Users
Value
Poor user experience No differentiating value to the carrier
Appropriate user experience Increased take-up
Increased carrier value & revenue by controlling the “experience”
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 6
Trends: Collaborative Content Distribution
Content and application providers:
• Provide an enhanced user experience
Network providers:• Deliver the service experience
• Monetize the Network
“We don’t have to own every service. We just have to package a lot of them and help the customer find the things they like.”
Ivan Seidenberg | Chairman and CEO | Verizon Communications
“We don’t have to own every service. We just have to package a lot of them and help the customer find the things they like.”
Ivan Seidenberg | Chairman and CEO | Verizon Communications
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 7
The Role of the Service Provider Network
Internet
Applications
Residential
Business
Identity
Experience
Best Effort
Enhanced
Assured
Security
L3/L4 Stateful
L7 Signature
L7 Application
L3/L4 Stateless
Connectivity/Virtualization
L2 VPN
L3 VPN
L7 VPN
Routing/Switching
Mobile
WebServices
Video
Gaming
HomeTelemetry
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 8
Future Service Model
It is all about the Application It is all about the Experience of the end user
• Quality, simplicity, continuity, multiple personal devices It is all about how the network can deliver this
AAA + Policy and Resource Control
Applications/Content(Video, Voice,…)
Core
Business
Access
IP Edge/ GGSN
WebServices
Applications, End Points, & Services
Off-net valued content
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 9
Super CoreMetro CoreAccessIP
Edge
Carrier Network
Content Relationships and Network Value
Carrier Hosted and Delivered – longer time to market, more control
Customer
Identity Federation & Policy and Control
WebServices
Video
Carrier HostedCarrier or Partner
Content
Gaming
HomeTelemetry
On-Net
WebServices
Video
Partner HostedPartner Content
Gaming
HomeTelemetry
Off-Net
Video
Internet HostedNo relationship
Gaming
HomeTelemetry
InternetOTT
Content
Partner Hosted, but carrier transacted – fast time to market, same model No partner relationship – Best Effort delivered applications, no carrier value Need to build a model where the network has value – experience is a value
that only the network can deliver
Best EffortEnhancedAssured
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 10
The New Off-Net Business Model
Rapid time to market with new services• Deploy a new service every week
Micro-segment the customer market• Target 2% of the customers, not 50%
Leverage the intelligence of application companies• SOA and WebServices Frameworks
Reduce the risk of new services Always leverage the value of the network
• Provide the Glue between the applications and the network
Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 11
New Business Model
Delivering an application with an appropriate experience has value at several levels
Carrier Network
CustomerBest EffortEnhancedAssured
Applications
WebServices
Framework
Microsoft CSF
IBM SDP
Identity Federation & Policy and Control
Network
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Copyright © 2007 Juniper Networks, Inc. Proprietary and Confidential www.juniper.net 12
Time of Change
We now have the first opportunity for innovation and carrier differentiation in over a decade
This is a new way to do business…not just a new offer or a new network build
Leaders will define the future - followers live in it