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Steps towards an IMS Strategy

Steps towards an IMS Strategy. Session IMS-02: Business Case for IMS September 11, 2007. Ray Adensamer Senior Manager, Product Marketing RadiSys. Topics. Characteristics of IMS Architecture Challenges for IMS Business Case Business Case Drivers Steps towards achieving an IMS Strategy

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Steps towards an IMS Strategy

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  1. Steps towards anIMS Strategy Session IMS-02: Business Case for IMSSeptember 11, 2007 Ray Adensamer Senior Manager, Product Marketing RadiSys

  2. Topics • Characteristics of IMS Architecture • Challenges for IMS Business Case • Business Case Drivers • Steps towards achieving an IMS Strategy • Conclusions

  3. IMS is all about Convergence Traditional Services IMS Services ColorRingback Tones IPContactCenter ColorRingback Tones VideoConferencing VideoConferencing ContactCenter Application Application Application Application Application Application SubscriberData SubscriberData SubscriberData OSS/BSS OSS/BSS OSS/BSS Subscriber Data OSS/BSS MediaFunctions MediaFunctions MediaFunctions Media Functions NetworkInterface NetworkInterface NetworkInterface Wireline PacketCable Wireless WiFiWiMax Wireline PacketCable Wireless WiFiWiMax Source: RSYS Analysis, NMS, Lucent

  4. Why all the interest in IMS? • Applicable to any access technology or device • One service delivery core, regardless of access or device • Key enabler for fixed mobile convergence • Applicable to any service • One service delivery core, regardless of service • Voice and video traverse same IP network as data • Facilitates new, innovative services that traverse traditional telecom/data network boundaries So why is the IMS Business Case so hard to justify?

  5. Challenges for IMS Business Case • IMS is an infrastructure framework, not a solution • Many components in the architecture • Many standards still under development • Early “IMS-ready” deployments exist, but few “IMS-compliant” • Achieves its value in context of multiple services • Difficult to justify ROI for single service deployment • Deploying IMS must be viewed more as a strategic initiative towards delivering convergence, rather then a tactical ROI for a single service.

  6. Business Case Drivers • Costs • Initial Capex costs for new shared infrastructure • Implementation and integration costs • Benefits • Increase Revenues • Easier to justify with feature-rich, multiple services • Reduced churn through “stickiness” of multiple services • Capex and Ongoing Opex savings • Shared infrastructure for any future service or access • Shared Subscriber and Service data in HSS • Shared Media Processing in MRFP • Shared infrastructure - ATCA

  7. Steps to Achieving an IMS Strategy • Simplify the Network • Remove functional and operational silos by separating session control, data, and media processing • Evolve towards open-systems • Insist upon open IMS interfaces to maximize flexibility and reuse • Deploy any new services with view to building reusable IMS infrastructure • Common media processing infrastructure (i.e. MRFP) • Common platforms (i.e. ATCA) • These guidelines will help build the foundation for rapid IMS service innovation in the future • Every subsequent service introduction leveraging existing IMS infrastructure will easier to justify with improved ROI

  8. AS AS AS Service Convergence to IMS Core Network SCIM HSS S-CSCF/I-CSCF MRFC IBCF MGCF/SGF P-CSCF/RACS/PDF BAS/A-BGF/PDG/GGSN I-BGF MRFP IMS-MGW WAG SGSN/MGW CMTS DSLAM RNC BSC Simplified IMS Architecture Application Layer Control Layer MRF Transport Layer IP TransportNetwork Internet Access Convergence to IMS Core Network Access Layer 2G Wireless 3G Wireless Cable DSL WLAN PSTN

  9. S-CSCF Functional Decomposition: AS vs. MRFP Application Logic Application Signaling Subscriber Web Interface Application Server(AS) AS SIP SIP SIP MRFC SIP Audio/Video Media Record(voicemail, videomail) Audio/Video Media PlaybackRingback Tones, Announcements, Branded Adverts) Audio/Video Bridging and Mixing(audio conferencing, video conferencing, continuous presence) Digit Detection and Generation Speech Recognition / Text to Speech Transcoding H.248 (SIP) Voice & Videoover IP (RTP) MultimediaResourceFunctionProcessor(MRFP) MRFP

  10. IMS Services reusing MRFP Multimedia Processing Functions of anIP Media Server (MRFP) MRFP AS IMS Services

  11. AdvancedTCA (ATCA) Common Reusable Platform • ATCA is a hardware platform specification for telecom equipment manufacturers. • Enables manufacturers to design plug-compatible equipment and components that work together. + • Provisionable ATCA Cards for • Network Processing, • Digital Signal Processing (DSP), • Data Processing, • Switching, • Storage • etc. Common ATCA Hardware Chassis Reusable Platform Provisionable For ManyTelecommunication Applications = + • OS and • System S/W • High Availability • Platform Management • Security • etc.

  12. ATCA in IMS Architectures Vendor IMS SolutionSoftware Reusable ATCA Platforms Cost-Efficient IMS Deployment Using Common ATCA-based Infrastructure + = + +

  13. Conclusions • IMS Business Case is tricky • Not a tactical solution for new service ROI, but a strategic framework towards convergence • Standards are still evolving • Business plans for new services should include initial steps towards building IMS infrastructure • Common MRFP equipment for any service • Common ATCA platforms for IMS elements • With IMS infrastructure in place, additional IMS services are quicker to introduce with stronger business case.

  14. Thank you RadiSys is a leader in application-enabling technologies for telecommunication and IMS equipment vendorsand their service provider customers For more info on IMS… Please download IMS for Dummiesfrom www.radisys.com RadiSys Promentum ATCA Platforms Ray AdensamerSenior Manager, Product MarketingRadiSys Incorporatedray.adensamer@radisys.com+1 (604) 918-6318 RadiSysConvedia Media Servers

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