CCA Global Expo Keynote: The Future of Networks and the Rise of the Tablet Generation by Gee...

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

THE FUTURE OF NETWORKS AND THE RISE OF THE TABLET GENERATION Gee Rittenhouse

President Bell Labs, Alcatel-Lucent

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STARTING POINT: USERS ARE IN COMMAND

CHOOSE INTERNET OVER PARTNER OR CAR (GERMANY)

66% 80% USERS/MONTH ON FACEBOOK APPS PLATFORM

500M+ CONTENT HOURS IN 7 HRS BY 8-18 YEAR OLDS (USA)

WOULD CUT ANYTHING BUT MOBILE BROADBAND (UK)

67% 84%

NEW SOFTWARE ON THE CLOUD BY 2016

SLEEP WITH SMARTPHONE (US)

70% MOBILE-ONLY WEB USERS IN EMERGING MARKETS

100M+ TABLETS SOLD IN 2012

A DRAMATIC SOCIETAL SHIFT IS HAPPENING AND CUSTOMER EXPERIENCE MATTERS

Sources: see Notes page

11.5

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BRIDGING THE GAP

Application Attributes User Expectation

“BLACK BOX”

APPLICATION-CENTRIC VIEW

“BLACK BOX”

Application Attributes User Expectation

EXPOSE CAPABILITIES TO AUTOMATE & OPTIMIZE INTERACTIONS

HOW DO WE BRIDGE THE

GAP

NETWORK-CENTRIC VIEW

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EXAMPLE:

Expect the Unexpected

0

1000

2000

3000

4000

5000

6000Samsung Android 1 SR After removing Weather Bug

Millions of Android phones running one particular weather application all contact server once every 6 hours in a synchronized way, causing signaling spikes that overload the network’s control plane.

Total Signaling After Filtering Application

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WHAT’S NEXT ? EVOLVING TO A PROGRAMMABLE CLOUD NETWORK FOR NEW EXPERIENCE DELIVERY NEW CUSTOMER EXPERIENCE VALUE PROPOSITIONS

My Storage

My Media

My Comms

My Compute

My Gaming

BEST LATENCY, BANDWIDTH, CAPACITY AND QUALITY

EXPERIENCE PACKAGES

DEFINING

MAPPING

BINDING

DELIVERING

SERVICE ABSTRACTION, CREATION & EXPOSURE

NETWORK & SERVICE ANALYTICS OPTIMIZATION SERVICE DELIVERY

RESOURCE ORCHESTRATOR

CONTROL FLOW CONTROL

EDGE CORE ACCESS BACKHAUL ALL-IP

INFRASTRUCTURE

CONSUMER AND ENTERPRISE APPLICATIONS AND MEDIA

NETWORK CONTROL

DATA CENTER CONTROL

MEDIA CONTROL

SDN

NFV

PRO

GRA

MM

ABIL

ITY

VIRT

UAL

IZAT

ION

KEY NEW VALUE DIMENSIONS: LTE + SMALL CELLS, WEBRTC+HTML5, SDN/NFV+HOSTING

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Best effort,

variable experience

QoS-enabled,

constant experience

~ 100 Mbps

Converged backbone Wireless Packet Core FTTx /IP/optical mobile backhaul Metrocells

IMS Gateways

Velocix CDN PCRF/Smart Charging

DECISION ANALYTICS

OPTIMIZATION

EXPERIENCE ENABLEMENT

CloudBand Radio control &

BBU

Motive WNG

OAP

CONTROL

Creating unique location and context related experiences, with the network

operator in control

LEVERAGING LOCATION AND CONTEXT TO DELIVER NEW SERVICES AND CAPABILITIES

NET GAIN/VALUE DIMENSIONS LOCATION-BASED SMALL CELLS


BREAKING THE DEVICE GRIP WEBRTC

WEBRTC CHANGES COMMS PARADIGM …AGAIN

PREVIOUS

“Comms in Islands”

The footprint battle The platform battle

CURRENT

“Comms in Apps”

The universal comms provider

NEXT

“Comms in Everything”


BREAKING THE DEVICE GRIP HTML5

HTML5 CHANGES PARADIGM SO ALL DEVICES BEGIN TO LOOK “APP-EQUIVALENT”

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THE NET-NET-NET IMPACT MEASURED

NETGAIN NETVALUE NETWORTH

UNIQUE VALUE DELIVERED

DOUBLE YOUR MOBILE BROADBAND CAPACITY AND SAVE

AT THE LOWEST COST PER BIT 50% TCO

INCREASE EFFICIENCY BY 33% AND SPEED YOUR OPTICAL BACKBONE TO

AND BEYOND

100 GB/S 25%

SPEED CLOUD SERVICE DEPLOYMENT AND CUT OPERATIONAL COSTS BY UP TO

DELIVER NEW CONVERSATION EXPERIENCES AND INCREASE ROI BY

66%

INCREASE CUSTOMER LIFETIME VALUE BY

TURN YOUR SUBSCRIBERS INTO

10%

100% OPTED-IN AND PROFILED AUDIENCES

WITH MOTIVE CUSTOMER EXPERIENCE

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• WHAT IS DRIVING THE MARKET?: The Tablet Generation

• WHERE IS THE REAL VALUE?: Device + Cloud + Network

• THE NEW REALITY: Programmable Cloud Network Platform + New Economics

IN SUMMARY

ACHIEVE NETGAIN DELIVER NETVALUE ENHANCE NETWORTH

CCA Global Expo Keynote: The Future of Networks and the Rise of the Tablet Generation by Gee...

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Transcript of CCA Global Expo Keynote: The Future of Networks and the Rise of the Tablet Generation by Gee...