Obr
.: 70
-121
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Managing Subscriber Services in FTTH Networks
Janez Öri, Tomo Bogataj, Iskratel FTTH Conference 2012
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1
"My business worked for decades!“
"What is wrong all the sudden?"
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The world is changing Media convergence – services diversification OTT services are challenging the "traditional" service-
delivery models
What should telecoms do to address the changes? Change the business model? Change the way they build the networks? Change how they deliver and charge for services?
And if so, why now?
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Unsustainable trend for EU telecoms Disturbing data for 2010/2011 YoY changes Investment +5% Service revenues –2% A trend that cannot be sustained Time to change the business model Continued increase in usage of OTT applications EU telecoms have to develop new business models
that will generate new revenue streams
Source: European Telecommunications Network Operators' Association (ETNO)
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Is offering higher speeds enough?
5
a) Yes
b) No
www.humanthermodynamics.com
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The path to sustainable future Higher speeds are important to keep customers
Adopting new models for service delivery is the way
to compete successfully in a market
Both are a necessity for telecoms to stay afloat
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OK, so what is a telecom to do now? Let your network generate you a revenue stream Regardless of services and their service providers Regardless of media used While keeping existing services and building on
existing infrastructure
This is an easy task, right?
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How to get there? Turn a dumb-pipe network into a value-added network Address end-to-end service delivery Implement distributed policy enforcement Guarantee QoS, but focus on QoE Position policy and charging where they are efficient
The holy grail: ARPU
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Intelligent service delivery
VoIP Internet
IPTV
Serv
ice
Net
wor
k
Inte
rnet
IPTV
VoIP
Acc
ess
&
Agg
rega
tion
Cus
tom
er
Sm@rt phones Tablets
Media TV /NTB
Serv
ices
/App
licat
ions
Inte
rnet
Con
tent
Pr
ovid
ers
Telc
o se
rvic
es
Network Provider
Acc
ess
&
Agr
egat
ion
Cus
tom
er
Sess
ion-
awar
e de
liver
y
E- s
ervi
ces
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Policy enforcement and control Efficient positioning of policy enforcement Traditional model: BRAS as a single PEP Open-access networks require distributed PEPs AAA clients located at intelligent access Network scalability and segmentation
Efficient positioning of policy control Traditional model: AAA server as a centralized PCP Open-access networks require several PCPs
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Trends to consider Penetration of MPLS(-TP) into the access The effect on traditional role of a BRAS Does BRAS become a LSR? What about AAA?
The move towards EPC Convergence to IMS/EPC The introduction of BPCF entity
Media-independent policy-enforcement entities Awareness of access-network conditions,
especially if shared (PON, mobile, DSL)