Building the Next Generation Mobile Network Vision & Blue Print Towards a SMART Broadband Caribbean Community Vincent T Spinelli Managing Director, Mobile Solutions Group Juniper Networks AGENDA The SP Conundrum New Architectural Approach Architectural Vision leveraging Software Defined Networks (SDN) Paths toward Monetization A smarter Caribbean means a more connected Caribbean with new services models 2 Copyright © 2010 Juniper Networks, Inc. www.juniper.net MOBILE SP SERVICE PARADIGM TODAY’S CHALLENGES CENTERED ON OPTIMIZATION Need to ensure profitability over potential capacity increases toward higher data rates and mobile data. Price Pressure Voice Revenue Big Data Pipe Access (Voice OR Data) Traffic Peak Costs Revenue & Traffic De-Coupled Revenues Voice Dominant Monetization Data Dominant Time 3 Big Pipe (Voice AND Data) Copyright © 2010 Juniper Networks, Inc. I-Phone/Android Phenomenon network effect Over-The-Top Applications Backhaul IMS and the “Killer App” Applications are FREE Regulatory Concerns Applications www.juniper.net THE MOBILE SP CONUNDRUM – BIGGER PICTURE SP Margins SP Industry 50% + OTT Services 20-50% Mobile Services 10-20% Fixed Services 4 Copyright © 2010 Juniper Networks, Inc. www.juniper.net THE MOBILE SP CONUNDRUM – BIGGER PICTURE How long until Mobile services commoditize? SP Margins 50% + SP Industry Mobile voice is not elastic (we don’t do more of it if it gets cheaper) OTT Services Value of connectivity/access is declining Monetization 10-20% 20-50% Better consumer segmentation is required Mobile Services Cost Optimization Service transformation is key to 10-20% 5 solve the conundrum From access provider to service company Business transformation Fixed Services Copyright © 2010 Juniper Networks, Inc. www.juniper.net MOBILE ARCHITECTURAL THINKING MUST SHIFT SP Margins SP Industry Mobile Architecture 50% + OTT Services Application Layer 20-50% Mobile Services Service Control & Enforcement Layer 3GPP evolution and standardization has and perpetuates tremendous value Roaming Global Harmonization Cost Control Standards are necessary but not sufficient IMS does not reflect reality Subscriber policy use cases can not keep up Telco 1.0 >> Telco 2.0 10-20% Fixed Services Access Layer Standardization versus innovation Lower layers – standardize system architecture Higher layers – standardize approach Social applications require social networks 6 Copyright © 2010 Juniper Networks, Inc. www.juniper.net TODAY'S BUSINESS/ARCHITECTURAL PARADIGM Millions of Customers Application/Content Over-The-Top Services/Service TELCO 1.0 Revenue Consumers Application Layer SMB COST Service Control & Enforcement Layer Access Layer 7 Copyright © 2010 Juniper Networks, Inc. www.juniper.net REVENUE Enterprise NEW PARADIGM – TRANSACTIONAL VALUE Insertion In The Economic Value Chain Millions of Customers Application/Content Advertising Application Development TELCO 2.0 Consumers Application Layer REVENUE SMB REVENUE Retail Service Control & Enforcement Layer Government Content Access Layer REVENUE Banking 8 Copyright © 2010 Juniper Networks, Inc. www.juniper.net Enterprise B2B TELCO 2.0 REQUIRES A SMART NETWORK IMPACT ON NET NEUTRALITY AND PRIVACY Intelligent networks are often characterized as smart pipe (versus dumb pipe) The smart pipe is not about favoring the Access Provider’s content; it is a network resource management and a security problem “Off-Net” “On-Net” Over-The Top Content Managed/Hosted Content Conditioning (not blocking) misbehaving applications (and subscribers) to ensure equal access to all applications 2% of subscribers consume 80% of network resources The Network is the common denominator for which open, efficient, and secure intelligence delivery (BIG DATA) may be supplied to the Application Development/Application Service Provider community Subscriber Profile/Identity Location Messaging Presence Network Profile/Identity Handset is partly a mobile SP managed device today IP layer to radio layer Application layer is decided by Subscriber 9 Copyright © 2010 Juniper Networks, Inc. www.juniper.net HOW DO WE MAKE IT WORK? SOFTWARE DEFINED NETWORKING (SDN) IS KEY Standardized Systems Standardized Approach/Framework Mobile Service Architecture 10 Application Layer Service Control & Enforcement Layer Leverage SDN Principles Access Layer Copyright © 2010 Juniper Networks, Inc. www.juniper.net Evolve Business Processes Evolve Access Network Evolve Core Network MOBILE NETWORK VISION SIMPLIFICATION, FLEXIBILITY, & AUTOMATION Physical Plane TODAY FUTURE Reduce and simplify the layers of PoC Points of Concentration Distributed Data Centers Data Center Internet Peering Virtualized Core GMSC Site EVOLUTION MSC Site Aggregation/Hubbing Cell Site IP Radio Routers RNC/BSC Site Virtualized RAN 3-5 hops of microwave Reduction of Microwave hops Hotelled Macro Cell Sites 3G/4G/WiFi SC/Femto Architectural Planes Simplification of layers Simplification of protocols/interfaces Flexible architecture based on software OSS/BSS LAYER REDUCE COMPLEXITY/MINIMIZE DB SERVICE LAYER Application Layer Service Control & Enforcement Layer Access Layer USER ELEMENT (UE) HANDSETS, SMARTPHONES MACHINES RADIO ACCESS NETWORK MULTI-ACCESS/HETNET SOFTWARE DEFINED NETWORKING MOBILE CORE NETWORK EVOLUTION FROM CS TO PS SOFTWARE DEFINED NETWORKING TRANSPORT/TRANSMISSION NETWORK EVOLUTION FROM TDM/OPTICAL TO IP 11 Copyright © 2010 Juniper Networks, Inc. www.juniper.net CONSEQUENCES ON BUSINESS DYNAMICS OF ORGANIZATIONAL SEGMENTATION Core Access VAS Network DC infra OSS IT / DataCenter Enablers CRM Transport Apps BSS Operations Layers and domains derive from 20-years old technology constraints driven architecture Organizations, and consequently Business processes, have been thought using this segmented model Subscriber churn Gate Marketing Prd. Mgmt Network/IT CFO Traditional business process Less than 30% of Loss of favourable churn new ideas are ‘approved’ and go OpEx (loss of HE to costs) market Go Feasibility study phase : 3-4 months 12 On Hold Copyright © 2010 Juniper Networks, Inc. Revenue loss www.juniper.net NEW ORGANIZATIONAL PROCESS Empowering Service Providers to create revenuegenerating services with the same dynamics as OTT B2B2C MVNOs Consumer M2M Corporate Marketing & Sales Service Creation and Delivery Automation of Service Control Analytics behavioral feeds Network / IT / DataCenter (distributed physical/virtualized resources and assets) 13 Copyright © 2010 Juniper Networks, Inc. www.juniper.net HOW DO YOU CREATE REVENUE INSTEAD OF JUST CARRYING TRAFFIC? Behaviour/Social-Based Services Better Consumer Segmentation Analytics-Based Policy Personalization – subscriber-based policy controls Network-Based APIs Leveraging Big Data in the Mobile Network Partnering with the broader application community B2B2C/B2B2E M2M enterprise services 14 Copyright © 2010 Juniper Networks, Inc. www.juniper.net REQUIREMENT: BETTER CONSUMER SEGMENTATION Predictive Analytics Detect dynamic resource usage Create new service offerings on the fly Online and Historical network trends Online and Historical usage trends 15 Copyright © 2010 Juniper Networks, Inc. www.juniper.net OTT, appstores Understand dynamic usage behaviors Lead to happier and more stickier customers Network / IT / DataCenter Better Consumer Offers Personalization APIS ARE BUILDING BLOCKS FOR DIGITAL SERVICES Non-telcos: Which telecom APIs are most valuable? Billing / payments 61% Identity / subscriber data management 46% Location APIs are how customers get to your business, and how you create, consume and control digital services. 28% SMS / MMS 26% M2M 20% UC / call control 20% Security 20% Presence and IM Device capability discovery Other 16% 13% 25% • Airtime top up • Data roaming • Device configuration • Mobile money • Number portability • Prioritization • QoS • RCS service APIs • SIM / UICC APIs • Voice / video calling % of respondents Base: Non-telcos involved in API ecosystem (n=192) Source: Informa Telecoms & Media, Exposing Telecom APIs survey, 2012 75% of developers that Informa surveyed believe demand for communications APIs will rise due to ongoing mobilization of the web and cloud services. 16 * Source Informa Copyright © 2010 Juniper Networks, Inc. www.juniper.net M2M SERVICE GROWTH MARKET BREAKDOWN By 2020 Carrier TAM grows to $292B total, $6B connectivity, $2.8B for Mobility M2M MNO TAM to 2020 (All Connections) $350 Global Connected Devices to 2020 $292B $300 $250 25B 12.0B $286B: Higher Value • Device • Provisioning • Data Collection • Reporting • Analytics $200 $150 $100 $25.0B $0.6B $50 2.0B 5.7B 0.6B 0.7B $0 2010 9.5B $6B: Connectivity 2012 2014 2016 2018 2020 M2M MNO TAM to 2017 (Mobility) $3,000 $2.8B $2,500 Revenue (US$ Millions) 1.2B 1.6B $0.4B $2,000 $1.6B $1,500 $1,000 $0.7B $500 $0 CY11 GSM/GPRS/EDGE Source: GSMA, Machina Research 17 Copyright © 2010 Juniper Networks, Inc. www.juniper.net CY12 CY13 CDMA2000/EV-DO CY14 CY15 W-CDMA/HSPA CY16 CY17 WiMAX LTE THERE’S A ‘DISCONNECT’ IN THE TELECOM INDUSTRY WHEN THINKING ABOUT SDN* Here’s what 240 telecom operators told Informa. In fact, SDN is the linchpin to deliver on top-line growth expectations. 2013: What technologies and services will drive top-line growth? 4G / LTE Cloud computing Superfast fixed broadband Apps and app stores On-demand video Converged billing Machine to machine (M2M) Multiscreen video Wi-Fi High-definition video Carrier Ethernet SDN 58% 32% 25% 22% 21% 21% 20% 20% 17% 17% 17% 2% Source: Informa Telecoms & Media, 2013 Industry Outlook survey Operators believe that SDN is something divorced from service monetization. 18 * Source Informa Copyright © 2010 Juniper Networks, Inc. www.juniper.net KEY TAKEAWAYS TOWARD A SMARTER BROADBAND CARIBBEAN Rethink how we design, build, and operate: From Network to Services Standardization versus Innovation Monetization & Cost Optimization enabled by Software Defined Networking Cost optimization as part of SP hygiene The real value of SDN is in monetization Consumer segmentation provides better consumer service and subscriber self control resulting in happier customers The Network is a platform with a rich set of APIs that are the foundational building blocks for digital services M2M services will be key differentiators 19 Copyright © 2010 Juniper Networks, Inc. www.juniper.net Juniper Networks Offers Innovative IP Solutions to Improve Customer Experience and SECURELY OPTIMIZE and MONETIZE the Mobile Network PERSONALIZATION USE CASES WHAT OPERATORS DO TODAY USE CASE Fair usage % Bill Shock / Roaming Controls 80% QoS Control 60% Fair Usage 60% Redirection (Upsell) 36%ye d o l PCC (Policy and Charging Controls) e3p6% ts d E Service Tiers Fir 32%LT Roaming control (bill shock) Tier 1 Tier 2 Tier 2 Tier 1 Tier 1 Tier 1 Tier 1 Tier 1 Tier 1 Tier 1 Tier 2 Tier 2 Tier 1 Tier 1 Tier 2 Tier 2 Tier 2 Tier 2 Tier 2 Tier 2 Tier 1 Tier 1 Tier 2 Tier 1 Tier 2 24% n n n n n n n n n QoS Control, 60% USA LTE 2009 n 20% Pass Service n n n n Indonesia 2011 Parental Controls, 16% 16% n n n n n n n USA Promotions / Zero Rating2011 n n n n n n n n n n BrazilPrioritization (Service, Subscriber)16% 2011 n n n n n n n Parental Controls (Service, n Prioritization Indonesia 2010 16% n Subscriber), 16% n n n France 2009 16% Device Tethering n n n n n Poland Time-based Controls 2009 12% n n n Slovakia 2012 8% Shared quotas Zero Rating, /n Promotions Fair Usage, 60% n n n EgyptFMC Quota Control 2012 8% 16% n n n n n n n n Kenya 2009 4% VoLTE n n n 20% Pass, Service JapanVideo Optimization 2010 4% n n n n n USA 2010 n n n n n Austria 2012 n n Belarus 2012 Redirection (Upsell), LTE , 24% n n Bulgaria 2012 36% n n Croatia 2012 n PCC (Policy n and R. Serbia 2012 Tiers, Service n Charging R. Macedonia 2012 32% n Controls), 36% n n Slovenia 2012 n n n n n South Africa 2010 PoC n n Canada 2011 n n Turkey 2010 n n USA 2011 n n n n n Netherlands 2009 n n n n n n n n Kuwait 2008 Copyright © 2010 Juniper Networks, Inc. www.juniper.net Tiered services and service boosts Web session (HTTP) control LTE promotion Tiered QoS 21 r) ls) rt o be i r 8% Control, Quota FMC ls % Video Optimization, on sc ro 4% C b t g u n S on ng i 4% VoLTE, i , t C g 8% Sharedicequotas, g ls Ra ) l ar ro ro ls min sell g rv tion t Ch tro e e n o n n p a S a d Z tr Time-based Controls, ( o o o ri as U iz12% an on im rs ss d C s / on / R n ( he ot a C ol il cy age ntr zati pt Tie Pa ase tion al C ck tio Tet qu uot c o s E Co riti eo O vice vice e-b mo ent Sho ire ice red C Q (P S Tethering, v L T CC air UDevice d r l a r r io id 16% o l m o o i e r r a V P F Q P V Se Se Ti P P B R De Sh FM NETWORK DESIGN MUST TRANSFORM TO 21ST CENTURY NORMS Legacy Network (Telco 1.0) New Mobile Network (Telco 2.0) Network Design Static Over Provisioned Multi Network for voice, video, data services Elastic Flexible, Scalable, Centrally Managed Nature of Network Proprietary, Silo’d Open and much less proprietary Management Network Operations Center Service Operations Center 3rd Party Interface Closed “Intelligent Network” Proprietary Web based Protocols APIs Service Velocity 16-18 month innovation cycle Reactive, me-too, services In-house Expansion into new markets and services High degrees of personalization Out-sourced/In-house development 22 Copyright © 2010 Juniper Networks, Inc. www.juniper.net DIGITAL ECONOMY FOUNDED ON COMPUTE & COMMUNICATIONS EXAMPLE - THE VALUE OF THE NETWORK HAS CHANGED Sarnoff’s Law Rapid Adoption of Group Forming Networks/Communities of Interest The total value of a communications network grows with the square of the number of devices or people it connects Facebook - 2007 .3 Tandem Switching Metcalfe’s Law 4 WWW - 1984 38 Radio- 1922 5 10 15 20 Value Of Potential Connectivity = bN(N-1) è bN2 optional transactions Ethernet, Internet Protocol “Reed’s Law” on Group Forming Networks 16 PC - 1972 The total value of a communications network grows with the square of the number of devices or people it connects 13 Television - 1946 0 Value = aN; where N = number of users 25 30 35 40 Years to 50 million users Advertising Example Group Forming Networks are communities of interest whose connectivity value scales exponentially to N Potential Value = c2N-N-1 è c2N Social Networking, Transactional Value Therefore Total Value Of Network: aN + bN2 + c2N è c2N GFN Transactions Create More Value Per Unit Of Network Investment 23 Copyright © 2010 Juniper Networks, Inc. www.juniper.net *Source: The Sneaky Exponential – Beyond Metcalfe’s Law to the Power of Community Building; David Reed WHAT DOES IT TAKE TO MAKE IT WORK Elastic allocation of service-level resources (centralized, distributed) Policy driven control of subscriber services Distributed Service Provider control domain Distributed Behavioral knowledge of subscriber (Analytics) Behavioral community 24 Copyright © 2010 Juniper Networks, Inc. www.juniper.net Centralized MACHINE TO MACHINE VERTICAL BREAKDOWN M2M connections will grow from 2B in 2011 to 12B in 2020 M2M Connections by Sector in 2020 Source: GSMA, Machina Research 25 Copyright © 2010 Juniper Networks, Inc. www.juniper.net