Final Presentation

CSD2004 24/05/2004

Integrating services such as TV, Telephony & Internet over the same IP

network.

One Connection.

One Package.

One Experience.

What is Triple Play?

Triple Play in motion

VIDEO

3Play’s Approach

“You need to be

Technology smart in Business

and

Business smart in Technology”

John Chambers, CEO, Cisco Systems

Business

Why Triple Play?

Out of 43 Billion SEK revenue Internet is only 8% of the total market revenue!

Source PTS¹: Post och Telestyrelsen

Service cost (Million SEK) 2000 2001 2002 Revenue %Yearly Revenue for Private Customer 35 352 39 398 43 530Telephony 20 473 23 050 24 304 56%TV,Video rental & purchase, Music & Games 12 639 13 542 15 685 36%Internet 2 240 2 806 3 541 8%

Cross Reference

• Expenditure / household: 21.800 SEK / year• 4.4 Million households 96.5 Billion SEK / year • 2.2 times more than recorded turn-over for 3Play (PTS)

3Play related Service Cost: 21 800 SEK

Entertainment 6 500SEK

Radio & TV 2 200 SEK

Books & Telecommunication13 100 SEK

Others26 500 SEK

Value Chain

End-User

OpenNets

Content Providers

Location Owners

Small Businesses

BusinessFlow

Scenario I: Shopping Centers

• Efficient service delivery

• New methods to reach the right customers

• One step closer to 1-to-1 marketing

• Increased customer loyalty

• New medium for distant learning

• More than e-Learning

• Leveraging on existing content

• Merging physical and digital worlds

Scenario II: Education

Challenges

• Reluctance to disruptive technology Training and progressive introduction

• Complexity and risk of customer delivery Consistent support and infrastructure

• Billing and revenue sharing Finding right collaboration scheme

User’s expectations

• Users are accustomed to buy property bundled services

• Investment on Triple Play is profitable to Property owners

• Users have one point of payment

How can it be done?

Home188 SEK

Building & Metro Network

162 SEK

CommunicationOperator99 SEK

Service Provider200 SEK

Optional costs:• Phone calls outside network• TV Movie channels• Video on Demand• Games• Additional services

Monthly cost 649 SEK

• Open Network Infrastructure Encouraging entry for new and existing

service portfolios & providers

• Service Bundling Justifying capacity consumption through

cross financing

For 3Play to Scale

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

% of Consumption

% in Revenue

Cross Financing

Bundle 3Play services into a package to make it

profitable

Technology

Layered Design

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Added Value

Physical Infrastructure

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Internet

WLAN 2WLAN 1

Open Network

Content

Physical Environment

Residential Area

GPRS3G

Network Services

• Data– DNS, DHCP, Web Server

• Multimedia– VideoLAN– Set Top Boxes: I3 micro, Kreatel, Amino

• Voice– SIP– VoIP

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Mobility – What

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

1. 3G/GPRS WLAN

2. WLAN WLAN

3. WLAN 3G/GPRS

3G/GPRS

WLAN

Physical

Mobility – How

• Unique identification of AP by MAC address

• Monitoring AP position and range

• Tracking user location in Wi-Fi

Mapping the wireless networks

Base Station

Base Station

00:03:93:17:CC:7C

00:03:93:12:AE:O3

Mobile device

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Context Awareness – What

WLAN

GPRS

UMTS

Context

Sensors

Context Server

OSSContent

Management System

SmallBusinesses

End-users

Content

Content Providers

NetworkOperators

Internet

Location Owners

Specific Service

Devices

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Context Awareness – How

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

NetworkNodes

Sensors

DynamicDecisions

Context DB

Rules

CLIENT

SERVER

XML

SNMP

CDXP

Application - What

• Shared documents and work area

• Decentralized, multi-user collaboration

• Integration of Triple Play services

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Physical Infrastructure

Application

Context Awareness

Mobility

Network Services

Application - How

User 2User 1

Shared Document

Shared Document

Multimedia communication

Multimedia signaling

SIP server

Update eventsUpdate events

sip:user1@3play1.com sip:user2@3play2.com

Results

• Open Test-bed for Triple Play Services• Integration:

– SIP and VoIP user agents– Set Top Boxes: i3micro, Kreatel, Amino

• Benchmarking of Mobility• Context services performance• SIP-based shared whiteboard

Flexibility and scalability of 3Play solution

Conclusion

Summary

• Technical feasibility

• Unified work and play-space

• New business framework

• Both a generic and specific solution

The Future

• Bundling the platform for deployment

• 3Play over large-scale Operator Neutral Networks

• Security and billing

Questions!

Thank You!

http://csd.ssvl.kth.se/~csd2004-team15/

csd2004-team15@csd.ssvl.kth.se

Cross Reference

Avgerage houshold expense per Year

51 200 kr

8 700 kr

12 700 kr

13 400 kr

56 500 kr10 600 kr

7 500 kr

37 400 kr

1 400 kr

48 300 kr

Food & Bev erages

Tobacco & other consumer goods

household serv ices

Clothing

Apartment cost

Furniture & Utensils

Medical Ex penses

Trasnportation cost

Tax

Leisure & Culture

Leisure & Culture

1 900 kr

3 400 kr

1 400 kr

13 300 kr

6 500 kr6 500 kr

2 200 kr

13 100 kr

Sports Clubs

Hobby

Leisure Trips & Photography

Hotel visits

Miscelleneous

Entertainment

Radio & TV

Books & Telecommunication

• Total expenditure / household: 21.800 SEK / year• 4.4 Million households 96.5 Billion SEK in yearly turn-over. • 2.2 times more than recorded turn-over for 3Play related services by PTS.

Source : SCB 2003

Open Network

Swedish National Fibre Network

Cisco 6509

Router

Internet IP Telephony IPTV

Gateway Routers SS7 Gateways

SAN SAN

VoD GAMES

Service Providers DVB to IP MPEG-2 & MPEG-4

SW SW

DHCP Email DNS WEB RSA

SIP ELEMENT Billing CITRIXFILE

SERVER

SAN

DHCP Email DNS WEB RSA

SIP ELEMENT Billing CITRIXFILE

SERVER

SAN

Communications Operator

Cisco 6509

Router

Building & Metro Network

Cisco 6509 Router

Access Switch Router Cisco 6509 Router

Home

STB

IP Telephone CPE

PC

An open Network infrastructure will encourage easy entry for new and existing service providers and to raise the number of customer base more rapidly.

Need of large customer base to be profitable:Metro Nodes > 10 000Communication Op. > 60 000Service providers > 100 000

Single Addresses Needed

• No of Households according to SCB² for 2002 is = 4.4 M

• No of Active companies according to UC³ for 2002 = 0.67 M

• No of Branch offices according to UC for 2002 = 0.071M

• Total no of connections with single addresses = 5.1 M

• Cross checking with PTS No of Telephone connections = 5.8 M

High speed access Build out Present Annual Growth No of Years 30 june 2003 2000 - 2003 Full Deployment

Fast access (LAN & Fibre) 160 000 45 000 110 yearsCopper access (xDSL) 482 000 160 000 29 years

How soon?

110 years for full-scale network at the rate of 45,000 connections per year!

Source: PTS 2003

Annual growth has to be increased 20 times, to cover 85% of the population within 5 years.