Blended Lifestyle Services IMS and Triple Play

1
Blended Lifestyle ServicesIMS and Triple Play

• Chris FordChief Technology OfficerAustralia
  New Zealand

2
Consumers Expect Communications to Better their
Lives, not Burden them.
Consumers ask, Is more really better? Juggling
multiple devices and filtering the flurry of
useless v. useful information, is cumbersome.

• Too many devices
• Too much useless information
• Not tailored for me

Consumers require blended lifestyle
services. personalized, content-rich, reliable,
secure.

• Your TV/video anywhere, anytime you want it
• Your secure home, mobile, or business voice
  services anywhere, anytime
• Your secure home or business internet services
  anywhere anytime

• Your home or business PC is securely accessible
  anywhere, anytime
• Your secure e-mail, IM, v-mail, video mail
  anywhere anytime
• Your phone book, buddy list, speed dial, contact
  lists unified and available securely anywhere,
  anytime

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The Real Opportunity Blended Services, Not Just
Bundled Services
Bundling alone will shrink customerspending as
value erodes.
Blended services 40 increase in revenue per
year
Follow me TV
Blended video and Data Applications
Family Finder
Caller ID on TV
Feature Driven
Long Distance
VoD
BasicIP TV
HDTV
Local Voice
Broadband Data
DVR
Premium Video
2004
2005
2006
2007
Blended services Increased revenues, customer
loyalty

• Everyone is bundling to retain subscribers.
• Bundling simplifies billing - does not reduce
  other OpEx.

Source Lucent Primary Market Research and
Modeling, 2004
Source Adapted from Yankee Group, 2/ 2004
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Today, a Diverse Set of ProvidersDeliver
Communications Services
Subscriber loyalty 10M paying subscribers
market cap 50B.
Peer to Peer Networking 41M subscribers today,
adding 150K more per day.100M people share songs
and movies online.
Bloggers
Consumer Developed ContentIn the U.S. alone,
53M Americans have contributed material to the
Internet. Approximately 10M blogs.
Online Marketplace Ebay today has 61M active
members and amarket cap is 52B.
Business-to-Business Commerce Google generated
3.2B in Ad revenue last year.
Many players are competing for end-consumer
business. Results in diminished service provider
business cases.
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Key Tenets for Service Provider Success in the
IPTV/ IP Multimedia Market
Providers will build their own community with
Video and IP Multimedia applications, to win
customer loyalty and establish new revenue
streams.

• Providers must own the customer relationship.
• Providers must leverage their experience and
  expertise in Wireline/ Wireless networks to add
  new applications.
• QoS, Security, Reliability, Scalability
• Users services must be portable between Wireline
  - Wireless networks.

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Blended Services Require a New Service Delivery
Paradigm
Legacy networks can not support blended
services.Each network primarily designed for a
single service.
For Voice Connections

• Today, separate Voice, Data and Video networks
  have distinctly different capabilities
• Separate, static network provisioning, management
  control and service delivery systems.
• Separate subscriber capabilities, management and
  control.
• Networks primarily dedicated to one type of
  service.

Voice
Voice Network Control
For Data Connections
Wireline
For MobileVoice Connections
Data
Wireless
For VideoVoice Connections
Third party
Video
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Providers Require a New Service Delivery Paradigm
to Offer Blended Services IMS
Rich, Personalized, Blended Services with IMS
Legacy Networks
For Voice Connections
Voice Subscriber Control
Voice
Voice Network Control
For Data Connections
Wireline
For MobileVoice Connections
Data
Wireless
For VideoVoice Connections
Third party
Video

• IMS provides unified control for dynamic
  management and provisioning to support all
  services - blended services.
• IMS sets stage for true Wireline and Wireless
  network convergence.

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Industry Response IMSAccess Anytime, Anywhere,
Any Device

• IP-based multimedia and telephony core network
  access-agnostic
• IMS is defined by industry standards
  organizations
• 3G Partnership Project / ETSI TISPAN
• IETF (internet) protocols, e.g. SIP, VoIP
• Standardized interfaces between applications,
  network layers, and back-office systems
• Same framework for any kind of access (wireless
  or wireline) and any kind of traffic VoIP,
  data, multimedia
• Supports IP sessions over Ethernet, cable, DSL,
  802.xx, 3G/2G

Business implications IMS cost-effectively
enables service providers to offer
lifestyle services, positioning the operator to
own the subscriber regardless of how they
access the network
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Lucents Enhanced IMS Architecture

A1
A2
A3
An
Am
MobileExtension
ActivePhoneBook
MMMessaging
WiFi/3GRoaming
PushtoTalk
Presence
Applications

Key Bell Labs Innovations Driving Convergence
End-User Experience Management
Data management
Etc.
Rules engine
Common operations protocol
User profile management
A12
A23
Amn
A1
A2
Lucent NetworkController
Lucent NetworkGateway
Unified SubscriberData Server
Lucent SessionManager
Service Broker
IMS
HSS/SDHLR
Media GatewayControl Function
MediaGateway
MRFC
CSCF
BGCF
SS7
Access Networks
BroadbandResidentialAccess
EnterpriseAccess
3G MobileNetwork
PSTN
WirelessMSC
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IMS Blended ServicesDelivering Value to End Users

• The Young Adult Experience
• Keep track of gaming buddies availability for a
  game
• Talk to gaming buddies during play
• Concurrently view movie trailers while talking to
  a friend to decide which one to see
• The Working Parent Experience
• Filter incoming calls and messages based on time
  of day to avoid interruptions
• Push-to-talk to all the family to let them know
  when youll be home or if they need anything from
  the store while youre there
• Show them a picture of an item at the store to
  see if its the exact thing that they need
• Tune into the nanny-cam to make sure all is ok
  with the kids

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Multimedia Services Blending Next Steps TV
Caller ID with TV Pause Feature
TV screen shows Caller ID information, and
program pauses. Consumers control the voice call
with a remote controller.

• Combines application level and home network level
  interworking.
• User-friendly options enableoptimal customer
  experience and flexibility.
• Consumers control the call with their remote
  control
• Forward to Voicemail, phone stops ringing.
• Resume watching TV program.
• TV program automatically pauses while user makes
  a decision. And un-pauses when action is taken.

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Multimedia Services Blending Next Steps Video
and Data Services Blending

• While watching TV, consumers can experience
  personalized, interactive communications
• Request more detailed content
• Browse the Web
• Vote or Shop during programs
• Access phone or email

• Combines user-centric applications with
  network-based functions to provide the optimal
  consumer experience.
• Offers providers opportunity to differentiate
  their services.
• Added business opportunities with content
  providers.

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Multimedia Services Blending Next Steps iLocator
for Family Finder Applications
Consumers can locate family and friends from
their TV, via loved ones cell phone.

• Appeals to consumer safety needs.
• Can provide alerts, warnings about any
  inter-personal or local area event
• Uses existing cell phone location technology.
• Low investment to deploy.
• Just another Multimedia Channel

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Multimedia Services Blending Next Steps FollowMe
TV
Allows forwarding of TV services to any
location, on any device, with same look and feel
as home

• Service is low cost to Providers. Resulting in
  greater returns on minimal (additional)
  CAPEX/OPEX investments
• Anytime, anywhere access to high quality TV
  content provides new revenue stream with the
  delivery of different content
• New advertising revenue/promotional opportunities
  for Service and Content Providers Advertisers
• More revenue from subscribers (enhanced service
  offering) and more stickiness/less churn
• Key advantage for providers who offer both
  wireline IPTV and wireless Wireless Video
  Roaming

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The New Era of CommunicationsAny Time, Any
Where IP Multimedia

• Service Providers who provide blended services
  will prevail in the long term.
• Service Providers offering a triple play bundle
  today will leverage IMS to provide a truly
  differentiated blended multimedia experience in
  the near future.
• Service Providers have a tremendous opportunity
  to
• Lead the Industry pioneering a new era of
  communications.
• Take market share, create customer affinity and
  loyalty.
• Build new revenue streams and profitability.

Deliver a truly unique and personalized customer
experience.