ITU-T / ATIS Workshop
“Next Generation Technology and Standardization”
Las Vegas, 19-20 March 2006
The Customer Centric
NGN
Andrew White
Qwest Communications
ITU-T
Bedrock of Values
o Customers Come First
o Our Team Is United
o We Will Grow Profitably
o We Will Work Ethically and With Integrity
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Service not Technology
o People not addresses
o Customers identify with the service provided
not the underlying technology
o Service & industry convergence satiate pent up
demand for simplicity
o Any service… Any time… Any place
o Serve the masses & enable the niche
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Co n v e
d
e
s
a
e
Incr
Stage 1
Bundles
Stage 2
Features
e
rgenc
Stage 3
Products
Stage 4
Seamless
Level of Integration
Bundles
Features
Products
Source: The Yankee Group, 2004
Cross-product
Functionality
Service Simplicity
Seamless
Definition
Products or features
offered together
Proprietary integration
for interoperability
Multiple products use
common infrastructure
User migrates seamlessly
across networks/devices
Example
Qwest Choice Bundles
One Number Service,
Integrated Voice Mail Box
Communications Portal
Fixed Mobile
Convergence
Technology
OSS work for common bill
Integration of Wireless &
Wireline Systems
Parlay GW, Web Portal,
User Profile
Expanded use of HSS,
CSCF, other IMS elements
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Industry Best Practices
WAP
AMPS
Wireless
EVDO
CDMA
IMS
Crossbar Switch
Step Switch
Wireline
Radio
Telephone
Digital
Microwave
ENIAC
Mini-computer
Transistor
Cable
Content
VoIP
Fiber Optics
PC
Computing
AIN
Early Bird
DNS
Mobile
Computing
ARPAnet
HBO
NGN
WWW
HDTV
B&W OTA
Color
1875
1900
1925
TelStar
1950
VCR
1975
IPTV
2000
Industry convergence improves customer experience by distilling best practices.
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Tomorrow’s Portalbility
Communications
Voice Mail
E - Mail
Information
Messaging
Traffic
Sports
Weather
News
Ecommerce
Games
Any Service, Any Place, Any Time
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Content
ECommerce
Shopping
Balanced Commodity
Mass Market
Niche Communities
Service providers serve Mass Market through high-volume Core Services
and Niche Communities through Wholesale Bundles to Application Service Providers.
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Enabling Technologies
o It’s All About the User Profile!
o IP Centric, Broadband World
o Standardized Service Enablers for Rapid,
Reusable Service Development
o Wholesale Tools for ASP Interconnect
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Ubiquitous Access
Your profile specifies your services
Service
Service
Session
Session
(SIP,
(SIP,http,
http,Parlay)
Parlay)
Bearer
Bearer
(DSL,
(DSL,WiFi,
WiFi,POTS,
POTS,CDMA)
CDMA)
The network identifies you
Many points of entry
Imagine a single service shared across multiple sessions from any access.
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Convenient for the Provider
o Services have been
Services
Voice Services Data Services &
Applications
& Applications
Wireless
Services &
Applications
Video Services
& Applications
Voice Services
Control &
Switching
Data Services
Control &
Switching
Wireless
Services
Control &
Switching
Video Services
Control &
Switching
Transport
Hardware
Transport
Hardware
Transport
Hardware
Transport
Hardware
Circuit
Switched
Network
Data Services
Network
Wireless
Services
Network
Video Services
Network
delivered primarily via
silo architectures
o Multiple overlay
networks established to
deliver new services
o Services are duplicated
in silos complicating the
user experience
Physical Network
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Convenient for the Customer
o Service not “Silo
Services
Communications: VoIP, UM, MMS
Content: IPTV, MP3
Portal
o
DRM
Presence
Location
Session
o
IP/MPLS
o
SONET
FTTH
Ethernet
EVDO
xDSL
DWDM
ATM/FR
Physical Network
ITU-T
o
Focused”
Services delivered
independent of access
Broadband access is
prevalent
Service Enablers are
reused
Legacy endpoints
allowed (emulation
then simulation)
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Service Enablers
Reusable building blocks
speed service development
Profile
Context
DRM
Presence Location
QoS
ITU-T
Policy
Consistent experience
across access types
ENUM
Multicast
Media
Resource
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Wholesale Toolkit
Provide toolkit for ASPs
to reliably deliver
service.
1. A local organization
wants to offer a video
broadcast channel
2. A content provider wants
to offer a Video on
Demand Service
3. A training company offers
multimedia online classes
ITU-T
Access Mediation
Wholesale NGN Tool Kit
o
Private
DNS
QoS
DRM
Multicast
Security
Service Mediation
ASP #1
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
ASP #2
ASP #3
Percentage
Customer-Driven Timeline
Broadband Access
Time
Broadband
Services
Current Progress
PSTN Emulation
PSTN Simulation
IMS “SIP” Services
TDM to NGN Evolution
Broadband service adoption initially lags broadband access adoption.
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
Standards Drivers
o Multi-Service Profile
• Media Services
• WWW
o Access Independence & Mobility
o End-to-End QoS
o Inter-provider Business Model & Connection
ITU-T
ITU-T / ATIS Workshop “Next Generation Technology and
Standardization“
Las Vegas, 19-20 March 2006
ITU-T / ATIS Workshop
“Next Generation Technology and Standardization”
Las Vegas, 19-20 March 2006
Thank you!
Questions?
ITU-T