Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective

Network Strategy

Confidential and Proprietary

Deployment Of Wireless Intelligent Network (WIN)

Services From An Operator’s Perspective

Watson Zan, P.EngSenior Industry Strategist

Network StrategyRogers Wireless Inc.

Network Strategy


Background Information Canada’s only national wireless carrier (Cellular, PCS, Paging & Mobitex), with more

than 15 years of operating experience, providing ubiquitous service throughout the country coast to coast

A subsidiary of RCI (Rogers Communications Inc) with 51% ownership, 34% by Wireless Co (a consortium of AT&T of USA and BT of Britain), and 15% by Public

Strategic alliance with AT&T Wireless Services in the United States, together serving over 96% of the North American population

First in North America (1992) to launch digital service (TDMA technology) and initiate network migration towards Wireless Intelligent Network platform

Currently, the TDMA network consisting of 21 switches, over 1600 cell sites and close to 36,000 channels of which more than 10,000 are digital, and a second network with GSM technology as an overlay now being implemented for service launch at the beginning of 2002

Subscriber growth close to 2.6 million, of which about 51% are digital subscribers and 19% are pre-paid customers, with coverage for more than 93% (analog) or 85% (digital) Canadian population, and over 3,000 points of distribution

Annual revenue exceeding 1.5 billion Canadian dollars

Network Strategy


National Coverage Area

AlbertaAlbertaBritishBritish

ColumbiaColumbia SaskatchewanSaskatchewan

ManitobaManitoba

OntarioOntarioQuebecQuebec

NewfoundlandNewfoundland

NovaNovaScotiaScotia

New BrunswickNew BrunswickP.E.I.P.E.I.

Network Strategy


Constant Changing Environment Events

Increasing Competitive Threat Intensive Pricing War Rapid Technology Development Dynamic Market Demand

Consequences Higher Churn Rate with Lower Market Share Higher Costs with Lower Revenue Decreasing Certainty with Increasing Confusion Need for Broad Bandwidth with Restricted Spectrum

Availability; Expansion of Global Coverage with Limited Flexible Interoperability

Network Strategy


Short Term Strategy Contribute towards the evolution of WIN (Wireless

Intelligent Network) architecture supported by IS-136 & IS-41 protocols

Migrate to a WIN architecture for the rapid implementation and customization of features and services

Integrate Rogers Wireless cellular & PCS services on a common WIN Platform

Develop strategic carrier and vendor alliances to provide seamless wireless global services

Network Strategy


Long Term Strategy Continue the evolution process towards the WIN (Wireless

Intelligent Network) architecture using enhanced IS-41 protocols, and supported by the EDGE access technology

Migrate to a IP (Internet Protocol) based Next Generation Mobile Network for the support of high speed packet data and multimedia services

Integrate existing paging, cellular, PCS, Mobitex and probably future multi-media services on a common IP network platform

Leverage global economies of scale with WCDMA evolution for terminal and infrastructure development

Provide global voice and data roaming with TDMA and GSM networks

Network Strategy


WIN Overview An “Intelligent” Network separates the Service Layer from the Switching

and Access (Radio) Layers - the “Intelligence” resides in the Service Layer Major benefit to network operators: Services are created, tested, modified,

and deployed on computer platforms instead of on switches - better because there are fewer of them, cheaper and easier to upgrade

Major benefit to customers: they can roam onto partner networks and the service continues to function with no change

Local Exchange Carriers and Long Distance Carriers have operated Intelligent Networks for years - they are the “brains” behind revenue generators such as Calling Card, Calling Name Presentation, and 800/900 numbers

Network Strategy


The Power Of WIN

Rogers Wireless Network

Switching& Radio

Switching& Radio

Switching& Radio

WINService Logic

&Service Data

Other Partner NetworksAT&T Network

WIN Service Logic and ServiceData reside in a centralized computer

instead of in the switch: making iteasier and cheaper to create, test, and

deploy services

Computer

Switch

Switch

Switch

Network Strategy


WIN DevelopmentFOUR STEP PROGRAM

Step 1Service Providers Define User Requirements

Step 2TIA* Develops Technical Standards

Step 3Equipment Manufacturers Design Network Equipment

Step 4Network Operators Roll Out New Services

* Telecommunications Industry Association Committee TR45

Network Strategy


TIA Standardization ProcessThe TIA Standards Process employs a serial,

“top-down” approach: Step1: Agree on the “Stage 1” (User Perspective) aspects

of the new requirement(s) Step2: Agree on the “Stage 2” (Network Perspective)

aspects of the new requirement(s) Step 3: Agree on the “Stage 3” (Protocol) aspects of the

new requirement(s) Step 4: Perform Validation and Verification of the

Proposed Standard Step 5: TIA/ANSI Ballot Process

Step 6: Publication

Stage 1

Stage 2

Stage 3

V & V

Ballot

Publish

Network Strategy


Industry Standards TIA/EIA/IS-41D: Inter-systems Operations

- Published - TIA/EIA/IS-771: WIN Phase 1 (Basic Services)

- Published - TIA/EIA/IS-826 (Prepaid) & -848: WIN Phase 2

(Charging Services)- Recommended for Publicaiton -

TIA/EIA/IS-843: WIN Phase 3 (Location Services)- Started Development -

Network Strategy


WIN Being Developed In Packages The Engineering is complex - so the work has been broken

into large packages Each package contains a set of service-independent

“triggers” and “capabilities” Each package supports a variety of services -

each network operatorcan work with its suppliers to develop the services demandedby the local market WIN Phase X

NOT FRAGILE

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WIN Capabilities

The first package [WIN Phase 1] supports basic Call Origination and Call Termination services

The second package [WIN Phase 2] supports Charging services

The third package [WIN Phase 3] will support Location-Based services

Network Strategy


WIN Availability WIN Phase 1 is ready for deployment now WIN Phase 2 should be ready in the 2000-2001 timeframe WIN Phase 3 should be ready in the 2002-2003 timeframe Some equipment vendor (e.g. Ericsson) product plans

include switch upgrades to support the WIN triggers and a WIN-capable “Service Control Point” (e.g. Jambala) that conforms to this schedule

WIN-capable SCPs are also available from other equipment suppliers (e.g. Compaq, Lucent, Nortel), any of which will inter-operate successfully in the wireless network

Network Strategy


Wireless Intelligent Network [WIN] Phase 1 - Basic Services

WIN Phase 1 defined the basic architecture - and the first batch of triggers and capabilities - and the first batch of services

Typical WIN Phase 1 services are: Calling Name Presentation Incoming Call Screening Voice Controlled Services WIN Phase I

NOT FRAGILE

Network Strategy


Calling Name Presentation

Terry Jones

Calling Name Presentation is a simple call screening capability that allows the called party to see the name of the calling party during alerting.

This WIN-based feature allows the switch, upon detection of a termination call attempt to the subscriber, to query a database which will “look up” the name of the calling party. This information is transmitted to the serving network and the Calling Name Information is presented to the subscriber during alerting.

Network Strategy


Incoming Call ScreeningIncoming Call Screening is a sophisticated call screening capability that allows the called party to define the criteria for which incoming calls are to be delivered, and the termination treatment given.

This WIN-based feature compares the characteristics of all incoming calls screening factors The feature can also be enhanced by employing an Intelligent Peripheral which acts as the subscribers agent in screening and routing all incoming calls.

Screening Factors:- Identity of Caller- Time-of-Day, Day-of-Week- Location of Called Party- Status of Called Party

Network Strategy


Voice Controlled ServicesVoice Controlled Services allow the subscriber to perform a number of tasks using spoken voice commands instead of pushing buttons on the mobile phone.

Voice Controlled DiallingVoice Controlled Feature ControlVoice-Based User AuthenticationSpeech-To-Text Conversion

VCS employs a mulitilingual standardized syntax and vocabulary to ensure seamless service throughout the service area, but also provides the service provider with the flexibility to create innovative service scripts.

Retrieve

NewMessages

CallOffice

Network Strategy


Wireless Intelligent Network [WIN] Phase 2 - Charging Services

WIN Phase 2 uses the same basic architecture - but adds a second batch of triggers and capabilities - and the second batch of services

Typical WIN Phase 2 services are: Pre-Paid Charging Freephone (800 Service) Premium Rate Charging

(900 Service) Advice Of Charging

WIN Phase II

Do Not OpenUntil 2001

Network Strategy


Pre-Paid ChargingPre-Paid Charging is already a hugely successful product for Rogers Wireless

WIN reduces the cost of providing Pre-Paid by replacing the current trunk-based point solution with a computer-based network solution.

Potentially WIN can also enhance the existing service by customizing it to fit specific niche markets - special greetings, fraud monitors, international roaming, etc.

Pre-Paid ChargingSubscriber

FraudMonitor

InternationalRoaming

SpecializedGreetings

WIN ComputerPlatform

Examples of WIN Pre-Paid Applications

Network Strategy


Freephone (800 Service)“Freephone” is the generic termfor 800 services - calls where all of the charges are paid for by the called party.

Freephone is a huge revenue generator for the wireline network operators - more than a billion dollars per year in Canada.

Wireless subscribers have even more incentive to dial 800 - if their airtime is free (e.g., paid for by General Motors, 1-800-Flowers, or Holiday Inn).

WIN ComputerPlatform (800 Application)

Subscriber Dialling800 Number

GeneralMotors

1-800-Flowers Holiday Inn

Network Strategy


Premium Rate Charging

WIN ComputerPlatform (Premium Rate)

Subscriber Dialling800 Number

1-800-Psychic Technical SupportPremium Rate Charging is a service where the subscriber pays a premium on top of theirregular airtime - for the privilege of talking to a party with specific knowledge or skills.

Premium Rate Charging is also a substantial revenue generator for the wireline networks.

Typical applications? Anything from Psychic Hotlines to Technical Support.

Network Strategy


Advice Of Charging

34 minutesremaining

Advice of Charging is a simple concept:advise the customer of charging information in real time.

Advice of Charging can use the handset’s text display, or an announcement, or a combination of both.

The content of the message is up to the service provider. Any type of information, any language, any unit (time, dollars, percentage, under/over, etc.) can be sent to the subscriber’s handset at any point during the call.

Network Strategy


Wireless Intelligent Network [WIN] Phase 3 - Location Services

WIN Phase 3 adds a third batch of triggers and capabilities - and a third batch of services, but requires a prerequisite - choice of Location Determining Technology to determine location of the caller

This technology will soon be a government requirement to support 911 service - we might as well generate some revenue from this investment by deployment of location services

Typical WIN Phase 3 location services are: Location-Based Charging Fleet and Asset Management Location-Based Information Service Enhanced Call Routing WIN Phase III

Do Not OpenUntil 2002

Network Strategy


Location-Based Charging

Location-Based Charging allows the service provider to divide the network service area into zones.

The charge for services may then be adjusted based on which zone the subscriber is in.

Zone 1

Zone 2

Zone 3

Network Strategy


Fleet and Asset ManagementFleet and Asset Management service allows a subscriber to track the whereabouts of fleet vehicles or other assets.

The service could also be used for tracking people or pets.

Triggers can be armed so that reports are generated when fixed assets start to move - or when moving assets stop moving. Or the service logic can simply poll the location on a periodic basis.

WIN ComputerPlatform (Fleet and Asset ManagementApplication)

Network Strategy


Location-Based Information Service

Location-Based Information Services provide the user with information which is tailored to their current geographic location.

Similar to current service offerings such as “OnStar”, a vehicular appliance which assists the driver by providing information on local roads, hotels, gas stations, restaurants, and so on.

“…confirming your reservation

for 6 pm atMorton’s in

Chicago……”

“…a tow truck is on the way to

your location……”

Network Strategy


Enhanced Call Routing

Enhanced Call Routing uses the geographic location of the subscriber to intelligently route the call.

Subscriber Dials*CAA

WIN ComputerPlatform (EnhancedCall Routing Application)

Geographic Locationof handset is sent to theWIN service logic foranalysis and routing

Geographic Locationof tow truck is knownto WIN service logic

Call is routed to nearesttow truck.

Network Strategy


Implementation Strategy Implementing WIN services requires several steps:

Upgrade MSCs to support WIN triggers Upgrade HLRs to support WIN triggers and service profiles Deploy WIN service logic programs

The following specific issues must be carefully addressed: Interaction with existing services Increasing signaling traffic volume Interoperability while roaming with partners

Network Strategy


Service Creation Options

“Turn-Key” solutions from one infrastructure supplier (Ericsson), using applications built specifically for one particular platform(Jambala)

“Off-The-Shelf” solutions from potential software developers, using applications developed for an open SCP platform

“Do It Yourself” solutions developed by each individual operator using Service Creation Environment to be provided by a variety of infrastructure suppliers

Network Strategy


Future Developments In general, the future WIN development will include:

Additional triggers and operations for circuit-switched call models “Mobility” model and associated triggers Call models and triggers for packet-switched services

Next standards project will be the development of WIN capabilities to support Location Based services, expected to complete by end of year 2000

The most likely area for further standards work will be “porting” the WIN capabilities into a packet-switched environment

Network Strategy


Conclusions WIN Capabilities are the enabling technologies for

a wide range of revenue-generating, loyalty-building services

Everything is in place to add WIN capabilities to the existing wireless network - the next step would be to select a service for deployment and install the appropriate WIN-capable equipment

Even a “small scale” deployment would be beneficial as it would propel us up the “learning curve” - we would be prepared in case our competitors launch a WIN-based service

Network Strategy


Message Market Potential

Is there a demand for such a service in the home market? What benefits will be gained to extend such a service to other countries?

System Compatibility How is such a service deployed in the home network? Are the systems in the other countries the same or compatible for deployment of such a service?

Operational Issues What impacts will such as a service have on the home operations How will the terms of existing roaming agreements be modified when such a service is introduced.

Deployment Of Wireless Intelligent Network (WIN) Services From An Operator’s Perspective

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