The value chain and added-value networks. 2 Phone business profitability: Operators sell services,...

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The value chain and added-value networks

Transcript of The value chain and added-value networks. 2 Phone business profitability: Operators sell services,...

Page 1: The value chain and added-value networks. 2 Phone business profitability: Operators sell services, not transmission 2. PERSON-to-MACHINE 1.PERSON-to-PERSON.

The value chain and added-value networks

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Phone business profitability:Operators sell services, not transmission

2. PERSON-to-MACHINE

1. PERSON-to-PERSON

3. NETWORK

IVR

Distribution of most terminals (pre-configuration)

Voice callVoice mailSMS…

Prepaid / PostpaidVPN800-900…

Services are performed in the network,

couplingservices <=> network

Compare the price SMS vs. voice in term of transmitted bytes !!!

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Phone business profitability:The operator controls the value chain

terminalNetwork

with Servicescontent

Voice provided by the user

Terminals distributed by operators

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Internet and a new value chain:The operators controls transmission

~ Internet creates a open and universal transmission layer: IPServices and Transmission are decoupledPerson-to-Machine communication explodes

terminalNetwork

LinecontentPortal

services

Network

IP

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Internet and a new value chain:The services are externalized out of the operator’s network

2. PERSON-to-MACHINE

1. PERSON-to-PERSON

3. NETWORK DirectoryPrepaid

Most Services are performed out of the network,

couplingservices <=> terminal

E-mailInstant MessagingPhone over IPVideo over IP

PortalContent providers

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Terminal-based services:Phone services / Pre-paid offer

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Terminal-based services:Phone services / A Recent E-Mailing Ad Campaign

From: "Delwyn Kayes" <[email protected]: <[email protected]: Les nouvelles de Microsoft - MSN Messenger...Date: Fri, 8 Mar 2002 04:22:56 -0000  Cher client Pourquoi payer les tarifs exhorbitants de France Telecom pour vos appels locaux et internationaux (téléphones fixes et portables) quand il est possible d'économiser une fortune avec le Téléphone Internet d' MSN Messenger? Utilisez votre PC pour apeler votre famille et vos amis. Il ne vous coûtera que 0,05 Euros la minute pour appeler le Royaume Uni, les Etats Unis d'Amerique, le Canada, l'Allemagne, l'Espagne, la Belgique, la Hollande, ou partout en France si vous utilisez votre Téléphone Internet - avec France Telecom, le tarif serait à 0,23 Euro par minute! Si vous signez maintenant, vous recevrez le fantastique 'New Starter Pack' COMPLETEMENT GRATUIT! Ce pack contient tout ce qu'il vous faut pour démarrer: * Un casque-micro multimédia GRATUIT (d'une valeur d'environ 16 Euro)* ou 20% de votre temps d'appels GRATUIT* et un livret d'instructions GRATUIT Et comme vous avez déjà le logiciel du Téléphone Internet d' MSN Messenger prêt à l'emploi depuis le 22/12/2001 14:14:19, vous pouvez dès maintenant vous préparer à téléphoner à vos parents et amis pour moins cher. Utilisez le Net pour économiser et votre PC pour téléphoner dans le monde entier dès maintenant. Pour découvrir nos tarifs intéressants vers les portables et autres destinations, cliquez sur le lien suivant www.callserve.net/homepage.asp et selectionnez "our low rates". Bavardez au téléphone!Delwyn Kayes 

From: "Delwyn Kayes" <[email protected]: <[email protected]: Les nouvelles de Microsoft - MSN Messenger...Date: Fri, 8 Mar 2002 04:22:56 -0000  Cher client Pourquoi payer les tarifs exhorbitants de France Telecom pour vos appels locaux et internationaux (téléphones fixes et portables) quand il est possible d'économiser une fortune avec le Téléphone Internet d' MSN Messenger? Utilisez votre PC pour apeler votre famille et vos amis. Il ne vous coûtera que 0,05 Euros la minute pour appeler le Royaume Uni, les Etats Unis d'Amerique, le Canada, l'Allemagne, l'Espagne, la Belgique, la Hollande, ou partout en France si vous utilisez votre Téléphone Internet - avec France Telecom, le tarif serait à 0,23 Euro par minute! Si vous signez maintenant, vous recevrez le fantastique 'New Starter Pack' COMPLETEMENT GRATUIT! Ce pack contient tout ce qu'il vous faut pour démarrer: * Un casque-micro multimédia GRATUIT (d'une valeur d'environ 16 Euro)* ou 20% de votre temps d'appels GRATUIT* et un livret d'instructions GRATUIT Et comme vous avez déjà le logiciel du Téléphone Internet d' MSN Messenger prêt à l'emploi depuis le 22/12/2001 14:14:19, vous pouvez dès maintenant vous préparer à téléphoner à vos parents et amis pour moins cher. Utilisez le Net pour économiser et votre PC pour téléphoner dans le monde entier dès maintenant. Pour découvrir nos tarifs intéressants vers les portables et autres destinations, cliquez sur le lien suivant www.callserve.net/homepage.asp et selectionnez "our low rates". Bavardez au téléphone!Delwyn Kayes 

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Terminal-based services:Payment

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Terminal-based services:Network services … without the network!

network

Raw Transmission

network

Raw Transmission

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A proposal for the Internet futurePutting more value in the

network

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Developing the added-value of the networks

2. PERSON-to-MACHINE

1. PERSON-to-PERSON

3. NETWORK

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terminals

Increase the value in the operator’s « reserved domain », the « line » itself

A Vision for the future –smarter terminals connected by smarter networks

++++Sites, portals in a tough competition (Operators but mainly Medias: MSN,

Yahoo, AOL, Wanadoo, Tiscali…)20+ proxies to be inserted in series in the network to add value to the exchanges crossing the network

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What is a proxy?

~ A proxy is an Intermediate node in the data flow

~ An IP network is made ofTransmissionNodes:

routers (to orient the flow) proxies (to work on the flow)

~ Examples of proxiesCache, firewall, network anti-virus, WAP gateway…

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Inventing the proxy platform

~ Nextenso Proxy Platform designed to develop and run proxiesPipe-line architecture specialized to work on the flowApplications are proxylets to be pluggedFull scalability of the software clusterFault-Tolerant by design

……… …

Ap

pli

2

Ap

pli

1

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Nextenso Proxy Platform3 key advantages

~ 1. Coherent Administration, for the lowest OPEX Just one platform to manage several proxies

~ 2. Open Architecture, easily expandable to new services Toolkit to develop new proxylets to be plugged (by any

development team) Architecture compliant with IETF standard

~ 3. High-Performance, for end-users and CAPEX/OPEX The Operator must reach the best response time for end-users Impressive performance permitted from the specialization of

the platform (e.g.,Nx WAP gateway vs. traditional WAP gateways)

Much less hardware needed for the same traffic

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Proxies in actione.g.1, Dynamic re-branding

~ The operator’s bunch of services for its subscribers

Operator’s applications « base »

Partnership « kiosk »Any sites « connectivity »

Content providers as partners

Dynamic modification of the screen pages

to rebrand or co-brand the content

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Dynamic colorization of the screen pages according to defined operator’s rules

Proxies in actione.g.2, Dynamic colorization

~ New handsets support color

~ Wap sites are in black & white (B&W)

~ B&W services are not acceptable on color terminal (see the TV syndrom and the colorization of old movies)

Black & white pages

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Proxies in actione.g.3, Terminal-based content filtering

~ Each terminal has specific capabilities

E.g., document format

The proxy adjusts the pages and the documents (such as images type or size) according to terminal constraints

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Proxies in actione.g.4, Operator-level authentication

~ Operators can provide a single sign-on for the access to the on-line services

Ease of use for the subscribers (see phone keyboards)

Reinforce the role of the operator in the service delivery

Protecting the customer database with “blind identifiers”

Operator’sAuthentication server

The proxy authenticates.Then, it takes in charge the authentication with the applications of the partners

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Proxies in actione.g.5, MMS, simpler and much cheaper

~ MMS is not SMS

~ MMS is just an e-mail modified with specific protocols (… not compatible with Microsoft Outlook)

~ A proposal: supporting MMS with proxies and a standard e-mail server

~ 1. Protocols translation

~ 2. Charging

~ 3. Store the mails

~ 4. Support WAP traffic for MMS

MMSprotocols

MMS protocols

Nx MMS charging

proxy

Fault-tolerant mail

server

Nx MMS proxy relay

Prepaid-postpaid systems

E-mail protocols

Nx WAP gateway

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Proxies in action e.g.6, Radio-based Location Calculator

~ The system computes a more accurate location using several BTSs.

~ The phone gets the radio parameters related to the surrounding BTSs (signal power, timing advance)

~ From this information the location is computed: “triangulation”

Location Calculator

Radio parameters

Data flowEnhanced Data flow

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Nextenso Proxy Platform pipe-line architectureis optimized for the implementation of proxies

~ The specialization of the platform permits More efficiency with a pipe-line platform than with a general-purpose

layered platform More value from the platform itself reducing the complexity of each proxy

(stability, creation of a proxy for a new business opportunity)

ProxyletEngine

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ProtocolMappingProtocolMapping

Pro

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ProxyletEngine

ProxyletEngine

AdministrationAdministration

httphttpWAP

WAPSMS

SMSVoice

Voice……

http

httpWAP

WAPSMS

SMSVoice

Voice……

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Proxies per domain

Protocols

-WAP gateway, WAP2.0 (I-mode)-MMS proxy relay

-Push proxy-Wireless Optimizer

-…

Request Enhancement

-Location proxy-Profile syndication

-…

Content Enhancement

-Re-branding-Colorization

-Adaptation to the handset-…

User

-Authentication-Blind Identifier

-…

Payment

-Charging proxy-…

Services sites

Protocols

-IBM Lotus Domino

-Micr

osoft Exch

ange

-…

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Summary

~ Terminals are become more and more intelligent. Microsoft & Nokia contribute to this evolution – and this is a good thing.

~ However, the danger is that operators' networks may be reduced to being "dumb transmission systems" as a result of this increased terminal intelligence

~ So, it is necessary to reinforce the business of operators by balancing the development of intelligence in terminals by adding value to the network -- and better serving the end-users.

~ Alcatel's latest lines of telecommunication systems embed innovative Internet functions designed to increase added-value services and generate more revenue from the network infrastructure.

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Be Ready Now for Whatever Comes Next Be Ready Now for Whatever Comes Next