10.00-10.30 Nokia Siemens Networks Liquid Broadband, Changing the game...
Transcript of 10.00-10.30 Nokia Siemens Networks Liquid Broadband, Changing the game...
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Liquid BroadbandChanging the game in content delivery
Francesca SartoriHead of Customer Marketing, SE Region
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Content
http://www.nokiasiemensnetworks.com/liquidnet
Market drivers
The challenges
Bringing Liquid Broadband to life
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Market drivers
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Are you ready for the next Gangnam Style?
Psy’s “Gangnam Style” video sets Guinness World Record for most
likes on YouTube
Sources: YouTube, CBSnews.com, 2012
20% of Gangnam Style views have been Mobile vs
usual 15% YouTube mobile average
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LTE measurements in a commercial networkLTE measurements in a commercial networkCustomer experience of network delayCustomer experience of network delay
WENAMMEA LAT CEEAPAC0 ms
100 ms
200 ms
300 ms
400 ms
500 ms
Source: Cisco Analysis of Ookla Speedtest Data, 2011
Mobile networkFixed network
LTE’s very fast round-trip response timeprovides a customer experience even better than many DSL connections
20 ms
0 ms
10 ms
30 ms
40 ms
50 ms
Source: Epitiro Ltd.: LTE ‘Real World’ Performance Study (TeliaSonera)
6am6pm 6am6pm 6am6pm 6pm
RTT RTT
Why is the LTE experience so good?
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The hard equation of Mobile Broadband
How to cope with the data traffic explosion and limited core network resources?
+ =
How to generate more revenue using existing network resources?
Lifestyle Technology Unpredictable demand
How to manage increasing variety of new devices, related services and applications?
Traffic
Capacity
Dongles, smartphones, tablets all create demand
Traffic is outgrowing capacity
RequiredInvestment
Revenue
Revenue is failing to keep up Greater variety of services
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The challenges
Leading to the 1 GB per day revolution by 2020
How will we be able to dimension networks to operate profitably delivering 1 Gigabyte per day?
• Consumer turns co-creator• Intelligent applications• Cloud computing• Smart cities• Sensors, nervous system for humanity• Digital native• Evernet, the 4th utility
Capacity demand is like a wave in modern networks
Cap
acity
dem
and
at a
agi
ven
time
Network Coverage
Time
Busy hour
•Traffic peaks occur at different times of the day depending on the area•Business areas have high traffic during the morning and afternoon while residential areas experience peak traffic during the evening
Busy hour fluctuations
Morning Afternoon
Time
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The changing revenue landscape
Mobileoperators
Web service providersIndependent SW vendors??
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Bringing Liquid Broadband to life
Liquid Net: how to deal with the unpredictable broadband growth
End-to-end network capabilitiesEnablers
Self-aware andSelf-adapting
Software defined appson multi-purpose hardware
Evolutionary
Inter-linked architecture
LiquidNet
Liquid content and traffic management for superior customer experience and new revenues
Liquid resource allocation for flexibility and enhanced efficiency
Liquid Net
Unleashes frozen network capacity into a reservoir of resources that can flow to fulfill unpredictable demand, wherever and whenever people use broadband.
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Liquid Broadband: to highly improve user experience
Liquid Broadband
Liquid Broadband
Brings new ways for operators to create value from mobile networks by making money from content delivery and helping them to use network resources more efficiently.
QoS Differentiation
Operator CDN Liquid Applications
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Bringing Liquid Broadband to life Effectively deliver differentiated, personalized and optimized services
Operator Network
Internet
QoS Differentiation
• Service differentiation based on application and subscriber profile
• Real time monitoring of end user experience
• Real time content optimization based on network congestion
Improve user experience and maximize usage of resources by prioritizing traffic, optimizing content, and differentiating quality of service.
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Operator Network
Internet• CDN management• App acceleration• Caching, optimization,
adaptation• E2E integration
Take an active role in content delivery and monetize it by efficiently managing content and applications end to end.
Bringing Liquid Broadband to lifentegrate Content Delivery into the fabric of the MBB architecture
Operator CDN
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Operator Network
Bringing Liquid Broadband to life Re-define the mobile broadband experience
Internet• Content and applications at
the edge of the network• Leverage proximity and
context to create new services and business opportunities
Liquid Applications moves content, storage and processing power to the edge of the network, closer to end users. This will revolutionize the positioning of operators, enabling them to provide new, differentiating services to end users and OTT providers
Liquid Applications
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Bringing Liquid Broadband to life
Liquid Applications
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Mobileoperators
Web service providersIndependent SW vendors
A dense network ofcomputing and storagelocations
magine a technology enabler for ...
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Mobile operators• Mobile broadband usage is growing (>60%)*• High margin products (voice 40% & SMS 70%) are being eroded**• Current business models will fail to be profitable by 2015***
Web service providers/ISVs• M2M, mobile advertising, m-health, m-payments, etc,
will drive more than half of all incremental revenue growth**• Cloud-based computing will increase to 72% of all data services by 2020**
*Nokia Siemens Networks Acquisition and Retention Study (2011) ** The Future of Telecom: New models for a new industry, Delta partners (2012)*** End of profitability, Tellabs Insight (2011)
A radical shift, both in technology & eco-system is needed to generate value Value
… a transformation at the edge of the network…
The mobile value creation engine
Context
Proximity Agility
Low latency and distributed processing, lower cost of delivery
Edge computing and storage
Real time, fine granular network context – unexploited to date
Radio data exposure and export
Rapid development and flexible application lifecycle management
Standard IT environment
Ability to export data to/from external applications platforms
Applications connectivity
Subscriber RetentionSubscribers upgrade data plans and churn reduction
Differentiate & MonetizeTo move critical Apps to network edge, enriched by context awareness
OptimizeReduced traffic costs and improve customer experience
New ServicesNew collaboration with OTT/ASP to create new Mobile Apps & Services
Radio AppsCloud ServerOperator Benefits
Mobile operator benefits
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So, why does Liquid Broadband matter?
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… provide a mobile broadband experience that truly delights
… and generate value far beyond the realms of connectivity !
Experience
Value
Re-define the mobile broadband experience to drive value
Effectively deliver differentiated, personalized and optimized services
o become an active player in the content and services delivery value cha
Integrate content and service delivery into the fabric of the MBB architecture
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Благодаря!
http://www.nokiasiemensnetworks.com/liquidnet
The best way topredict the future is
to invent it