1. Final Presentation CSD200424/05/2004

2. Integrating services such as TV, Telephony & Internet over the same IP network. One Connection. One Package. One Experience. What is Triple Play?

3. Triple Play in motion VIDEO

4. 3Play’s Approach “You need to be Technology smart in Business and Business smart in Technology” John Chambers, CEO, Cisco Systems

5. Business

6. Why Triple Play? Out of 43 Billion SEK revenue Internet is only 8% of the total market revenue! Source PTS¹: Post och Telestyrelsen

7. Cross Reference Expenditure / household: 21.800 SEK / year 4.4 Million households  96.5 Billion SEK / year 2.2 times more than recorded turn-over for 3Play (PTS) 3Play related Service Cost: 21 800 SEK Entertainment 6 500SEK Radio & TV 2 200 SEK Books & Telecommunication 13 100 SEK Others 26 500 SEK

8. Value Chain

9. Scenario I: Shopping Centers Efficient service delivery New methods to reach the right customers One step closer to 1-to-1 marketing Increased customer loyalty

10. New medium for distant learning More than e-Learning Leveraging on existing content Merging physical and digital worlds Scenario II: Education

11. Challenges Reluctance to disruptive technology  Training and progressive introduction Complexity and risk of customer delivery  Consistent support and infrastructure Billing and revenue sharing  Finding right collaboration scheme

12. User’s expectations Users are accustomed to buy property bundled services Investment on Triple Play is profitable to Property owners Users have one point of payment

13. How can it be done? Home 188 SEK Building & Metro Network 162 SEK Communication Operator 99 SEK Service Provider 200 SEK Optional costs: Phone calls outside network TV Movie channels Video on Demand Games Additional services Monthly cost 649 SEK

14. Open Network Infrastructure  Encouraging entry for new and existing service portfolios & providers Service Bundling  Justifying capacity consumption through cross financing For 3Play to Scale

15. Cross Financing Bundle 3Play services into a package to make it profitable

16. Technology

17. Layered Design

18. Physical Infrastructure

19. Network Services Data –DNS, DHCP, Web Server Multimedia –VideoLAN –Set Top Boxes: I3 micro, Kreatel, Amino Voice –SIP –VoIP

20. Mobility – What 1.3G/GPRS  WLAN 2.WLAN  WLAN 3.WLAN  3G/GPRS 3G/GPRS WLAN Physical

21. Mobility – How Unique identification of AP by MAC address Monitoring AP position and range Tracking user location in Wi-Fi  Mapping the wireless networks Base Station 00:03:93:17:CC:7C 00:03:93:12:AE:O3 Mobile device

22. Context Awareness – What

23. Context Awareness – How

24. Application - What Shared documents and work area Decentralized, multi-user collaboration Integration of Triple Play services

25. Application - How User 2 User 1 Shared Document Multimedia communication Multimedia signaling SIP server Update events sip:user1@3play1.com sip:user2@3play2.com

26. Results Open Test-bed for Triple Play Services Integration: –SIP and VoIP user agents –Set Top Boxes: i3micro, Kreatel, Amino Benchmarking of Mobility Context services performance SIP-based shared whiteboard  Flexibility and scalability of 3Play solution

27. Conclusion

28. Summary Technical feasibility Unified work and play-space New business framework Both a generic and specific solution

29. The Future Bundling the platform for deployment 3Play over large-scale Operator Neutral Networks Security and billing

30. Questions!

31. Thank You! http://csd.ssvl.kth.se/~csd2004-team15/ csd2004-team15@csd.ssvl.kth.se

32. Cross Reference Total expenditure / household: 21.800 SEK / year 4.4 Million households  96.5 Billion SEK in yearly turn-over. 2.2 times more than recorded turn-over for 3Play related services by PTS. Source : SCB 2003

33. Open Network An open Network infrastructure will encourage easy entry for new and existing service providers and to raise the number of customer base more rapidly. Need of large customer base to be profitable: Metro Nodes > 10 000 Communication Op. > 60 000 Service providers > 100 000

34. Single Addresses Needed No of Households according to SCB² for 2002 is= 4.4 M No of Active companies according to UC³ for 2002= 0.67 M No of Branch offices according to UC for 2002= 0.071M Total no of connections with single addresses= 5.1 M Cross checking with PTS No of Telephone connections= 5.8 M

35. How soon? 110 years for full-scale network at the rate of 45,000 connections per year! Source: PTS 2003 Annual growth has to be increased 20 times, to cover 85% of the population within 5 years.