1. Steps towards an IMS Strategy Ray Adensamer Senior Manager, Product Marketing RadiSys Session IMS-02: Business Case for IMS September 11, 2007

2. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 2 Topics Characteristics of IMS Architecture Challenges for IMS Business Case Business Case Drivers Steps towards achieving an IMS Strategy Conclusions

3. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 3 Packet Cable WirelineWireless WiFi WiMax IMS is all about Convergence Packet Cable WirelineWireless WiFi WiMax OSS/BSS Video Conferencing Color Ringback Tones IP Contact Center Application Subscriber Data Media Functions Network Interface Application Subscriber Data Media Functions Application Subscriber Data Media Functions Video Conferencing Color Ringback Tones Contact Center Subscriber Data Media Functions Application Source: RSYS Analysis, NMS, Lucent Traditional ServicesIMS Services Network Interface

4. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 4 Why all the interest in IMS? Applicable to any access technology or device –One service delivery core, regardless of access or device –Key enabler for fixed mobile convergence Applicable to any service –One service delivery core, regardless of service –Voice and video traverse same IP network as data –Facilitates new, innovative services that traverse traditional telecom/data network boundaries So why is the IMS Business Case so hard to justify?

5. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 5 Challenges for IMS Business Case IMS is an infrastructure framework, not a solution –Many components in the architecture –Many standards still under development –Early “IMS-ready” deployments exist, but few “IMS-compliant” Achieves its value in context of multiple services –Difficult to justify ROI for single service deployment Deploying IMS must be viewed more as a strategic initiative towards delivering convergence, rather then a tactical ROI for a single service.

6. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 6 Business Case Drivers Costs –Initial Capex costs for new shared infrastructure –Implementation and integration costs Benefits –Increase Revenues –Easier to justify with feature-rich, multiple services –Reduced churn through “stickiness” of multiple services –Capex and Ongoing Opex savings –Shared infrastructure for any future service or access –Shared Subscriber and Service data in HSS –Shared Media Processing in MRFP –Shared infrastructure - ATCA

7. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 7 Steps to Achieving an IMS Strategy Simplify the Network –Remove functional and operational silos by separating session control, data, and media processing Evolve towards open-systems –Insist upon open IMS interfaces to maximize flexibility and reuse Deploy any new services with view to building reusable IMS infrastructure –Common media processing infrastructure (i.e. MRFP) –Common platforms (i.e. ATCA) These guidelines will help build the foundation for rapid IMS service innovation in the future –Every subsequent service introduction leveraging existing IMS infrastructure will easier to justify with improved ROI

8. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 8 MRF Internet 2G Wireless 3G Wireless CableDSLWLAN Access Layer Transport Layer Control Layer Application Layer IP Transport Network P-CSCF/ RACS/PDF S-CSCF/ I-CSCF SCIM AS HSS IMS- MGW I-BGFSGSN/ MGW RNCBSC MGCF/ SGF PSTN WAG CMTS DSLAM AS BAS/ A-BGF/ PDG/ GGSN MRFP MRFCIBCF Access Convergence to IMS Core Network Service Convergence to IMS Core Network Simplified IMS Architecture

9. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 9 Functional Decomposition: AS vs. MRFP Multimedia Resource Function Processor (MRFP) Audio/Video Media Record (voicemail, videomail) Audio/Video Media Playback Ringback Tones, Announcements, Branded Adverts) Audio/Video Bridging and Mixing (audio conferencing, video conferencing, continuous presence) Digit Detection and Generation Speech Recognition / Text to Speech Transcoding Application Server (AS) Application Logic Application Signaling Subscriber Web Interface SIP H.248 (SIP) Voice & Video over IP (RTP) S-CSCF MRFC AS MRFP

10. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 10 IMS Services reusing MRFP Multimedia Processing Functions of an IP Media Server (MRFP) IMS Services AS MRFP

11. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 11 AdvancedTCA (ATCA) Common Reusable Platform ATCA is a hardware platform specification for telecom equipment manufacturers. Enables manufacturers to design plug-compatible equipment and components that work together. Provisionable ATCA Cards for Network Processing, Digital Signal Processing (DSP), Data Processing, Switching, Storage etc. Common ATCA Hardware Chassis + + OS and System S/W High Availability Platform Management Security etc. = Reusable Platform Provisionable For Many Telecommunication Applications

12. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 12 ATCA in IMS Architectures Reusable ATCA Platforms + Vendor IMS Solution Software = Cost-Efficient IMS Deployment Using Common ATCA-based Infrastructure + +

13. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 13 Conclusions IMS Business Case is tricky –Not a tactical solution for new service ROI, but a strategic framework towards convergence –Standards are still evolving Business plans for new services should include initial steps towards building IMS infrastructure –Common MRFP equipment for any service –Common ATCA platforms for IMS elements With IMS infrastructure in place, additional IMS services are quicker to introduce with stronger business case.

14. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 14 Thank you RadiSys Promentum ATCA Platforms RadiSys Convedia Media Servers RadiSys is a leader in application-enabling technologies for telecommunication and IMS equipment vendors and their service provider customers Ray Adensamer Senior Manager, Product Marketing RadiSys Incorporated ray.adensamer@radisys.com +1 (604) 918-6318 For more info on IMS… Please download IMS for Dummies from www.radisys.com