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Mobile SP Technologies and Service Creation
Bernd Eule, Director SP
May 9th, 2012
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3
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In 2011, global mobile
data traffic more than
doubled (2.3X growth) for
the fourth year in a row,
despite economic
uncertainty, continued
traffic offload, and the
broader adoption of
tiered pricing.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2011–2016
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By 2016, 60 percent of mobile users (3 billion people) will belong to the Gigabyte Club, generating more than one gigabyte of mobile data traffic per month.
In 2011, 0.5 percent of mobile users belonged to the Gigabyte Club.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2011–2016
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2016
1.2 GB Traffic/month
2011
92 MB Traffic/month
3 Video Clips
1 Video call
5 Audio tracks
5 App Downloads
10 Video Clips
5 Videos
3 Video calls
50 Audio tracks
10 App Downloads
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Email60
Email60
Email60
Email60
Web89
Web89
Web89
Web89
Facebook40
Facebook40
Facebook40
Pandora55
Pandora55
Netflix109
0
50
100
150
200
250
300
350
400
Email+Web +Facebook +Pandora +Netflix
Meg
ab
yte
s p
er
Mo
nth
149 MB
Source: Arbitron Mobile, 2012
353 MB
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0,0
0,5
1,0
1,5
2,0
2011 2012 2013 2014 2015 2016
Nu
mb
er
of
Devic
es (
B)
280M
1.62B
Source: Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2011–2016
42% CAGR 2011–2016
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1010
“We’re entering the
post-macrocell era where
radio type no longer defines
the network architecture—
and small cells are critical in
delivering the mobile
Internet.”
John ChambersChairman and CEO, Cisco Systems
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RADIO TRANSPORT CORE VOICE PCC
MSC / R4
Virtualization (Cloud)
IP RAN
LTE EPC
PGW, SGW, MME,
SGSN, GGSN
VoLTE & IMS
2G /3G MPC
GGSN/SGSN
Network Management (Cisco Prime)
System Integration (Cisco Services)
Macro
2G/3G coverage
SP WiFi / Small Cell
HSPA+ > LTE
IP CoreMove to all Ethernet
OpticalSDH to DWDM
Policy & Charging
Control (PCRF, SPR)
Monetization
12C97-645084-00 | © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
VIDEO
EXPERIENCE
ARPU per Bit
Data
Traffic
(Cost) Coming
Profitability
Gap
Enable Premium Services and business modelsTiered pricing, Turbo Boost, Family
Plans, Mobile Advertising, Cloud
Services, M2M
Reduce Costs
Increase Revenue
Improve Customer Experience
Manage “over the top” videoMaximize spectrum and radio assets
Unique Fusion of Network and Data Center Design and Functionality
Integrated Intelligence for Transrating, Transcoding, Traffic Packet Optimization
Deliver highest quality, personalized video, voice, and data experiences
Innovate to delight customers (three-screen experience, session shifting, etc.)
MONETIZE
OPTIMIZE
Radio and Network Off-Load
Intelligent bandwidth management of peak usage; reduce power and cooling costs
13C97-645084-00 | © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Cisco Mobile Internet: Built to M.O.VE
Access
Unified RAN
Backhaul
Aggregation
Virtualized Cisco Prime™ Network Management
Cisco ® Advanced Serv ices
Edge and Core
IP Edge
and Core
Evolved
Packet
Core
Mobile
Packet
Core
Data Center
Mobile
Cloud
Cisco
Videoscape
Stadium
Business
On the go
Cisco
VideoScapeTM
Video to go
home
Small Cell
Cisco Femto-
cell
Cisco®
ServiceProvider
Wi-Fi
Any-G
Radio
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Addressing
Spectrum
Scarcity
Managing
Traffic
Growth
Monetizing
and
Differentiating
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Cisco Prime Management
SP WiFi and
Femto
Residential,
Multidwelling,
Hotspot/SMB,
Enterprise, HD
WiFi, and Metro
“Cisco is by far the leading vendor of service provider
Wi-Fi technology, with the broadest product portfolio and
greatest breadth of integration experience…”
Control
and Policy
Seamless
Service
Experience
Source: Heavy Reading: Vol. 9, No. 10, November 2011
Access
Intelligent
Services
Cloud
Mobile
Packet
Core
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Commercially Deployed NG HS and Femto Solutions
Standards Implementation (Clients/Network)
Integrated w/ Purpose Built Packet Core
Available to Software Upgrade Majority of >12 Million deployed Cisco
Access Points
Seamless Roaming and Secure Authentication Between Operators
NGH Validated as 1st Hotspot 2.0 Solution in Market By WBA
17C97-645084-00 | © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
Largest Residential Femto
Deployment in the World
Best, Most Mobile Super Bowl XLVI Ever
Cisco Connected Stadium Wi-FiEnd-to-end M.O.V.E.
Architecture from Cisco
First Global Next Gen Hotspot
Commercial DeploymentFirst Next Gen Hotspot
Operator in Asia
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Addressing
Spectrum
Scarcity
Managing
Traffic
Growth
Monetizing
and
Differentiating
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Seamless User Exp
through Femto Gateway
and Secure WiFi Access
Common Core Independent of Access Technologies
WiFi,Femto
2.5G, 3G
4G
2G SGSN
3G SGSN
MME
SGW
ePDG/TTG/PDIF/HNB
-GWPGW
GGSNPCEF
PCEF
ECSStatefulFirewall
ContentFiltering
P2PDetection
2G/3G/4GSGSN
MME/SGSN
GGSN/PGW/SGW
Integration of SGSN
& MME Reduces Control
Messages/Cost 30%
The Only High
Performance Integrated
2G/3G/4G SGSN
Flexibility to provide
Seamless Evolution
to LTE/4G
Integrated DPI and PCEF
lowers TCO (40% OpEx),
simplifies the network,
and ensures accuracy
Intelligence enables
In-line services directly
on the platform
Cisco EPC
Unified
RAN
Data
Center
InternetIP Core
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270+ Operators in More Than 75 Countries
30 LTE Wins; 13 Live Deployments
Customer momentum: Bell Canada,
Vodafone Hungary, Magyar, Du, LG U+
800+ Million Subscribers Across Mobile Packet Cores
800K Femto Cells Deployed
12M Wi-Fi Access Points
21C97-645084-00 | © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Intelligence, Scalability, Reliability, and Low TCO
100 Times the Capacity for a Fraction of Current Cost
• Flexible scalability: Any multi-vendor radio on any media (2=>3=>4G)
• Proven performance and reliability: Superior voice & video quality with service assurance
• Operational excellence: Unified management, lower OpEx, and lower power consumption
OPTIMIZE
Cell Router Aggregation IP CoreMobile Edge
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Addressing
Spectrum
Scarcity
Managing
Traffic
Growth
Monetizing
and
Differentiating
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Revenue
Shift
• Subscriber centric
• Flat Pricing
• Basic connectivity
• Few Value-Added
Features
• New Services
• Subscriber Tiering
• On Demand/
Personalized
• Value-add to OTT
Use Your Network Advantage to Increase Revenue
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Control
B2C
• Tiered Pricing
• Family Plans
• Turbo Boost
• On Demand
• Parental & Corporate Controls
• Work/Play Plans
• Freemium
• Multi-Device Plans
Collaborate
B2B2C
• Premium Mobile Video
• Mobile TV
• Ad Insertion
• Mobile Cloud Partnerships
• Toll-Free Mobile Broadband
• M2M by Verticals
• Messaging/RCS
• Location/Presence
• Social Networking
• Voice/Video over LTE
• M2M by Verticals
Create
B2B2C
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Shape the
Subscriber
Experience
Mobility Control
• Application-basedmobility control
Location Awareness
• Roaming
• Presence
• Reachability
Session-State Awareness
• Service manipulation
• Service control andtime of day
Access Technology Awareness
• Access-based on applications
• Access based on roaming partner
Device Awareness
• Adaptation
• Translation
• Battery life
Usage Visibility
• QoS management
• Innovative serviceofferings
MONETIZE OPTIMIZEVIDEO
EXPERIENCE
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Cloud
Client
Network
Harvest
Network
Intelligence
Optimal
Customer
Experience
Increase
Service
Velocity
Operator
Applications
3rd Party
Applications
Radio Efficiency
Network Efficiency
Reduced RAN Costs
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Legacy IN LocationeNB/NB/BTS RNCVDI/VxI Policy
Support Multiple Use Cases
• Subscriber, Application and Network aware
• Re-architect the network using southbound abstraction based
on use case
• Through all IP Environment and Cloud based infrastructure
Increase Service Velocity
• Reduce integration time for new/modified cases with
standard web Interfaces & network abstraction
• Rapid and Dynamic Provisioning based on Subscriber and
Application requirements
• All IP Environment reduces operational costs increasing
network efficiency
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Network Monetization, Optimization, and Service Velocity
ApplicationDevelopers
Broadcasters
Advertisers
Content Aggregators
Retailers
Cloud Services
Networks
HTML, XML, IMS, XMPP, etc.
Open Standards
IETF, IEEE, GSMA and Others
ClientDevices
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Thank you.
Blagodaram.