1. Wide Area Wireless Broadband The Need for Ease Integrated and consistent WiFi service experiences Niall Murphy, Chief Technology Officer The Cloud www.thecloud.net niall.murphy@thecloud.net www.thecloud.net niall.murphy@thecloud.net Milan, 27th October 2005 Copyright The Cloud Networks Limited

2. The Cloud: Europe’s largest public WiFi network operator –public WiFi in ~6,500 locations

3. The Cloud operates networks in a wide variety of environments: Train Stations Urban zones & business parks Coffee shops Malls & Shopping Centres Restaurants & Fast Food Airports Sports stadiums Bars & Cafes Highway rest points & service stations Enterprise

4. Shared, Neutral Network Platform Direct access Managed Access Services The Cloud operates a neutral host model for network operation and service experience delivery: Multiple service experiences Converging local and mobility applications on a shared network

5. Context The Concept of Multi-Medium Network Connectivity:

6. WiFi in the Office WiFi Visiting an Enterprise WiFi at Home 3G Out & About WiFi In public spaces The challenge for service providers and network operators is to deliver on the seamlessness and consistency of access experience across a varied access network :

7. We’re entering a phase of significant shift in device and application drivers:

8. Seamlessness of experience means and requires different things for different user groups…. We’re moving into an environment where the network needs to be an application delivery environment VPN connectivity & mobility Presence, messaging, content delivery Presence, voice platform authentication Synchronisation Presence, community, applications services

9. Case study: Skype on public WiFi The critical success factor for this application is seamless presence The Cloud enables automatic presence and IM at the point of network association

10. We are beginning to work with enterprises to support third party access services on enterprise WiFi networks…. Service provider enabled users use their standard access experience for seamless connectivity Policy management by IT managers GuestBridge Key enabler for inter-enterprise roaming for broadband applications

11. Case study - Canary Wharf Ubiquitous WiFi network across Canary Wharf –98 acre space –Indoor and outdoor broadband wireless coverage –Available to 75,000 financial services workers and 15,000 daily visitors Companies at Canary Wharf are deploying WiFi networks for internal mobility –Now exploring how to extend this experience throughout the public spaces and into the private spaces of other companies at Canary Wharf Enterprise and consumer users in this environment will utilise the WiFi networks across the public and private spaces for a mixed set of rich set of mobile application experiences

12. Conclusions: Users want a simple, bundled user experience There isn’t one solution and one technical answer to resolving the access demands of different user communities Networks and service providers need to reconcile the demands of a heterogeneous device and application environment It’s a convergence story, which can and will be driven by a combination of technology integration and convergence billing WiFi networks need to horizontally integrate, both with other access network technologies and with other WiFi coverage networks

13. The Cloud Building the networks that make WiFi mobility real Niall Murphy, Chief Technology Officer The Cloud www.thecloud.net niall.murphy@thecloud.net www.thecloud.net niall.murphy@thecloud.net