Innovate and Monetize the
Network with Policy
Cisco Knowledge Network
Ben Bleichman
Product Manager – Quantum Policy Suite
Tuesday, September 23, 2014
Strategic
Vision:
Closed
Loop
Operation
POLICY
Intelligence
ANALYTICS
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Agenda
§  Operator
Pain Points
§  Business
Case for Policy 2.0
§  Quantum
Policy Suite
§  Policy
2.0 Use Cases
§  Q&A
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Operator “Pain Points”
Data monetization gap
QoE & Subscriber Churn
New Service TTM
Legacy systems
Changing regulations
LTE scalability
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Service Velocity Lets You Seize Your Opportunities
New Service Time-to-Market
•  The market’s most rapid service
innovation engine
•  Extensive library of use case
3-6 Months
plug-ins for instant rollout
•  Feature-based platform easily
programmable for complex
cases
•  Self-serve Policy Builder: new
1-30
Days
use cases without new code
Quantum Policy
Legacy Policy
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Flexibility Unlocks New Services & Business Models
Cost of Launching New Service
•  Quantum Policy sharply reduces
complexity of building and
launching services
•  Implementable over any existing
operator infrastructure
•  Multi vendor: inter-operates with
a broad range of 3rd party
elements and applications
•  Fully virtualized solution: deploys
fast, scales easily
•  Extensive network APIs
Quantum Policy:
$0-.5M
Legacy Policy:
$2-3M
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Cut Policy TCO by More than Half
Policy Cost as % of Core CAPEX Over 5 Years
20%
•  Reduces cost of launching new
services by an order of
magnitude
•  Virtualized platform and linear
scalability save hardware costs
17.9%
15%
10%
•  No hidden licenses (database,
DRA, etc.)
8.1%
5%
0%
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Legacy Policy
Source: Heavy Reading
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Quantum Policy
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Cisco Quantum Policy Suite
Policy Module (PCRF)
Charging Module (OCS)
Provides real-time management of
subscribers, applications, and network
resources based on service providerconfigured business rules.
Real-time rating rules; easily deployed
prepaid charging, including integration with
external intelligent network (IN) systems.
Subscriber Intelligence (Analytics)
Captures essential subscriber event and
transaction data for reporting on subscriber
behavior and usage by time of day, location,
network access type, application, session
duration, and other parameters.
Policy Builder
Subscriber Management Module
Web-based GUI “Service Creation Workbench”
for quickly authoring policies, creating new use
case blueprints and extending solutions with
different enforcement points and databases.
Standalone or fully integrated, centralized,
highly scalable subscriber data management
coupled with a virtualized bridge to federate
existing subscriber databases into a unified
access layer
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Cisco Quantum High Level Architecture
Quantum Dynamic Policy
Quantum
Service Bus
Network
APIs
SPR/UDR
ANDSF
PCRF
Advertising
Settlement
Loyalty
Charging
Billing
SON
•
•
•
•
•
•
•
•
•
•
OCS
Subscriber
Usage
Context
QoE
•
•
•
•
•
•
Messaging
NW selection
Context
Policy control
Subscriber
Analytics events
•
•
•
•
Device
Traffic
Congestion
Applications
Quantum
Analytics
RAN SON
Internet
3GPP
PGW
SGW/MME
VGi-LAN
Services Platform
CDN
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Cisco Quantum Virtualized Platform Architecture
PCEF
OSS/BSS
PCEF
P-CSCF
P-CSCF
ANDSF
Client
Policy
Director
Msg
Queue
Profiles
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Sessions
ANDSF
Balances
Orchestration
Distributed
SDM/SPR
OCS
Openstack/KVM
PCRF
Msg
Queue
(Provisioning, Elasticity, Monitoring, HA/Failover)
Policy
Director
USuM/SPR
ANDSF
Client
Gx/Gy/
SdRadius
Gx/Gy/Sd
Radius
OCS
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Future-Proof with Unmatched Scalability & Reliability
•  Industry’s top performing policy
solution
•  Ready for the most demanding
LTE use cases
•  Manages policy for entire
subscriber base, not a subset
•  Manages hundreds of policydriven services concurrently
•  Applies policies in real-time,
based on a wide range of
triggers and criteria
250K
75M
14ms
50K
Transactions
Per Second
Average Latency
Concurrent
Sessions
Session set-ups
per Second
Independently verified in 2013 by
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Software Solutions that Transform Your Network
•  Automatic optimization and
monetization solutions driven by
real-time network intelligence
•  Orchestrated to deliver complex
use cases across multiple network
functions, over any existing
operator system
Quantum™
•  Tailored by Cisco’s Advanced
Services to answer your business
challenges and seize your
opportunities
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Part of Cisco’s Evolved Services Platform
•  ESP fulfills SP business goals by
automatically orchestrating its
network and data center, utilizing a
broad catalog of virtualized network
functions
Service Broker
Quantum™
SP’s Business Targets
•  Open: multi-vendor and based on
open standards and APIs
Service Profile
Virtual Functions
SP’s Operational Practice
•  Extensible: spans the entire service
Catalog of SW tools
Orchestration Engine
provider architecture
Execution
•  Elastic: dynamically scales with
needs
Network
Data Center
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Use Case Evolution
Policy 1.0 Use Cases
Policy 2.0 Use Cases
Control Costs
Monetize Data
§  Fair
§  Application-based
Use
§  Time-based
policy
(peak, off-peak)
§  Basic
congestion
management
§  Anti-bill
§  Loyalty
Plans
Services
§  Third-party
sponsored services
§  VoLTE
shock
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Manage Congestion in Multiple Dimensions
Access
Selection
offloads heavy
users to Wi-Fi
SON
balances load
in stadium
area
Policy
manages
subscriber
sessions
SP Wi-Fi
Policy
Authorizes
Wi-Fi Access
[REPLAY]
Gi-LAN optimizes
media services
Quantum
Platform
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Let OTT Providers Sponsor Network Access
Policy enforces
usage limits,
including
parental
controls and
location
User and
network
analytics enable
provider to
create tiered
QoE propositions
OTT provider
monetizes with
advertising
Quantum
Platform
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Partner with 3rd Parties to dynamically sponsor data
API GW
manages
interface with
3rd party
partners
Policy
dynamically
authorizes
sponsored data
flows,
Exempts from
user’s limits.
Quantum
Platform
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Build Customer Loyalty with Targeted Service Offers
Analytics
pulls user and
context data in
real time
OCS completes
the billing cycle
Policy matches
the service most
likely to convert
Quantum
Platform
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Deploy VoLTE at any Network Scale
Quantum Dynamic
Policy enables VoLTE,
with
•
•
•
•
Quantum
Platform
Industry highest
transaction capacity
(250k TPS)
Linear, cost-effective
scalability through
virtualization
Ultra-low latency
Geographic
redundancy
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Cisco Quantum Policy Suite Meets Evolving Policy
Requirements
Policy 2.0
Policy 1.0
1-10,000 TPS in an average network
100,000+ TPS in an average network
Dozens of policy controlled apps (for example, fair use
and bill shock)
Hundreds of policy controlled apps, services, including
VoLTE, OTT apps
Policy may only be applied to 10% of subs
Policy applied to 100% of subs
One or two policy triggers per service
10 to 100 policy triggers per service
(network, OSS, OTT)
Develop new policy-driven services in months
Configure new policy-driven services in weeks
Interface to a single network or IT element
Interface to more than 10 network or IT elements,
including OTT domains
Dynamic, application-centric
monetization
Defensive strategies to protect network
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Optus Australia: 64 New Plans Launched in 1 Year
•  Converged policy, charging and
subscriber management
•  Services deployed rapidly for all
user segments
•  Prepaid & postpaid quotas
•  App-based quotas
•  0-rating of Facebook
•  Time-based rating
•  Self-service upgrades / top-ups
•  Congestion-specific policies
•  Inter-operates with NSN, F5 &
Vantrix systems
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Dynamic Time-Based Policy in Less Than a Week
Legacy Policy
•  Customer: leading converged
(mobile/fixed) operator in the
Middle East, with 20m users
6,807
Quantum Policy
Lines of code
0
35
Number of classes
2
6
Weeks to deploy
1
•  Task: block access during
Islamic prayer times
•  Challenge: prayer time occurs 5
times a day at different hours
each day, based on sunrise/
sunset
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Reliance India: Orchestrating Services for 60m
Users
•  Deployed Policy Suite
(subscriber management,
charging and AAA) for 60m 2G/
3G subscribers – & PCRF for all
BNG subs
•  Migrated all 60m subs from
Oracle DB in 90 minutes (11,000
TPS)
•  9,000 AAA TPS peak – bursts up
to 20,000
•  2 millisecond latency on Session
Manager lookups
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Shape
Subscriber
Experience
Beyond
Billing Plan
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Create
Value in
an OTTDominated
Ecosystem
Stop worrying
about who’s
eating your lunch.
Cook something
together
61%
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Stand Out
From the
Access
Providers
Crowd
Stop worrying
about who’s
eating your lunch.
Cook something
together
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Global Mobile Data
Traffic CAGR to 2018
Monetize
More &
Optimize
Further
61%
Global Operators
Service Revenue
CAGR to 2017
3.2%
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Sources: Cisco VNI, 2013; Analysys Mason, 2013
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Cisco Quantum Policy Suite Delivers on Policy 2.0
•  Exceptional carrier-grade scalability and reliability
•  Fully virtualized software architecture
•  Cost-effective systems integration
•  Accelerated service velocity and reduced OPEX
•  Multi-application subscriber experience control platform
•  Multi-access converged platform:3G, LTE, WiFi, DSL, cable
cisco.com/go/mobilepolicy
Designed for lower TCO, better agility, performance, and linear scale out
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Thank you.