Cisco Service Exchange Framework and Policy Management · Cisco Service Exchange Framework and Policy Management ... 3M 5M 100K 50K Terabits per Day 75K 400B ... to Focus on Core

1© 2005 Cisco Systems, Inc. All rights reserved.Service ExchangeFramework_1205 Cisco Public

Cisco Service Exchange Frameworkand Policy Management

2© 2005 Cisco Systems, Inc. All rights reserved. Cisco PublicService ExchangeFramework_1205

Agenda

Service Provider Market Dynamicsand New Revenue Opportunities

Service Exchange Framework Application and Service Possibilities

Service Exchange FrameworkPolicy Management and services


Representsa CompoundAnnual GrowthRate (CAGR)of 95.6% from2002–2007

2001 2002 2003 2004 2005 2006 2007

SP Business Model Dilemma

81K

180K

500K

750K

1.5M2.6M

5.2M

0

400K

700K

1M

3M

5M

100K

50K

Terabits per Day

75K

400B

350B

300B

250B

200B

100B

150B

50B

0

$ Billions

Total Retail Calls

Total Retail Dataand Internet

Source: Gartner 2003 95.6%

Service Providers are Turningto New Service Platforms for

Business Growth


Consumer Needs Are Evolving BeyondConnectivity: Requires Integrated Voice / Video / Datawith Mobility

• Subscriber Personalization:Actively manage the subscribers identity and adjust the serviceoffering/packaging (i.e., different identity in different worlds)

• Mass Scalability:Leverage mass-customization principles:Service-bundling; subscriber-grouping and per-group processing

• Service Evolution:From transport-based service models (time/distance/volume) tocontent-based service models

IP NGN Infrastructure

Physical and Social Context Determinesthe Application Mix Used

Home Office / VPN Internet AccessIM / Group Chat IPTV/VoDOnline Gaming


Web ServicesCollaboration Applications Storage/Computing

Convergence

Business Needs Are Evolving Beyond ConnectivityRequires Highly Available, Secure Managed Services

Helping Businesses Reduce Cost / Free Resourcesto Focus on Core Competency

• High Availability:Managed networks can help ensure business continuity in the face ofeveryday interruptions and unexpected disasters

• Application Awareness:Allows operators to classify applications, apply application-specific QoSpolicies while metering / billing for services on a converged network

• Service Security:Providing firewalls and intrusion detection systems (and keeping themupdated) and using encryption for all sensitive data

IP NGN Infrastructure


Market is Primed…Consumers are Spending Heavily on Communications

Evolution of Household Spending in OECD Countries, 1990–2000

Source: OECD 2003

CommunicationsIndex: 1990=100

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

Health

Education

Water, Electricity & Gas

Recreation and Culture

Transport

Restaurants & Hotels

Alcohol, Tobacco & Narcotics

Household Equipment

Clothing & Footwear

Food

160

150

140

130

120

110

100

90

80

70

60


…And are Willing to PayMore for Valued Services

SecuritySimplicityIntegration

PersonalizationControl

Speed ReliabilityLow Cost

VoiceData

Video

WiredWireless

Innovation

Share households spent on communications rose by50% in developed countries over the past decade


Creating a Multitude of New Service Opportunities…Example: Residential Broadband Services

Integrated Networks, Content, and Entertainment Services to Move Up the Value Chain with the Customer

End-to-End Intelligent Network

Teleworker/Home Business

~$70/Mo

Local andLong

DistanceVoice

~$40/Mo Home Net ~$10/Mo

Video and xVOD~$50/Mo

DigitalMusic

~$10/Mo

Wireless Security~$30/Mo

ResidentialBroadbandAccess~$30/Mo

NetPVR~$10/Mo

Gaming~$7/Mo


Creating a Multitude of New Service Opportunities…Example: Managed Services for SMBs & Enterprises

Integrated Networks and Services to Move Up the Value Chain with the Customer

Managed IPTelephony

~$40/Mo/Site

IP/ MPLS VPN~$150/Mo/Site

Managed LANService~$13/Mo/User

ManagedFirewall

~$100/Mo/Site

RemoteAccess

~$75/Mo/Site

ContentDistribution~$50/Mo/Site

Metro Ethernet~$500/Mo/SiteManaged Router

Service~$250/Mo/Site


More Than Just RevenueOther Tangible Benefits Can Be Measured

MarketShare

CompetitivePosition

CustomerRetention

Advancing Upthe Value Chain

with theCustomer

Servicescrossing overinto othersegmentstraditionalareas

Deployingservices asdefensivemove versuscompetitors

Moreservices percustomerreduces churn

Deployingunique servicesfends againstcommoditizationor beingrelegated to‘only transport’for applicationproviders


Today’s Universe of ApplicationsRequires Support for SIP and Non-SIP Applications

Session BasedNon-Session Based

Web, HTML P2P

Business IP - VPN

Messaging–SMS, MMS

Voice Push-to-Talk

Push-to-Video

StreamingVideo

IM

Group Chat

Video onDemand

OnlineGames

IPTV

DualMode

EnterpriseIntegration

E-Commerce

SIP (IMS) OnlyApps

SIP (IMS)OR

Non-SIPApps

Non-SIP OnlyApps

Rea

l Tim

eN

on-R

eal T

ime


What is IP Multimedia Subsystem (IMS)?

• Layered architecture—separates transport,control and application functions

• Access-agnostic—initially defined formobile carriers, but allows convergence offixed and mobile networks and applications

• Real-time IP applications—Enhances and“blends” SIP-based services

A standards-based effortdeveloped as a means for

voice-centric mobileoperators to more efficiently

deploy and handle SIPservices


Service Exchange FrameworkComprehensive Support for BOTH IMS and Non-SIP Apps

Intelligent Networking

Video &Gaming

DataCenter

Presence-Based

TelephonyWeb

ServicesMobileApps

IPContactCenter

IntelligentEdge

CustomerElement

MultiserviceCore

Access/Aggregation

App

licat

ion

Laye

rSe

rvic

eLa

yer

Net

wor

kLa

yer

Transport

Ope

ratio

nal L

ayer

ServiceExchange

OpenFrameworkfor Enabling

‘Triple Play onthe Move’(Data, Voice,

Video, Mobility)

Identity Policy Billing

Mobility

SelfService

Traffic Traffic EngineeringEngineering MulticastMulticast SecuritySecurity

CoS/QoSCoS/QoS MPLSMPLS

PeeringPeering

L2L2//L3 VPNL3 VPN

VPLSVPLS

FastFastReroutingRerouting

Routing ProtocolsRouting Protocols

IPoDWDMIPoDWDM

PPP/FR/ATM/EthernetPPP/FR/ATM/Ethernet

IPv4/IPv6IPv4/IPv6

IMS Non-IMS


Common “IMS” Elements and Segment DifferencesOne Size, Doesn’t Fit All… Exactly

Common IMSElements

BGCF MGCF CSCF SEGPDF HSS/SLF SGW

IMS MGW MRFC/MRFP

Mobile Wireline

Cable

• PDP Accessspecific focus

• GSM Wirelessnetworking in3GPP, CDMAwireless 3Gnetworking in3GPP2

• Resource andadmission controlsubsystem

• Networkattachmentsubsystem

• Firewall / NAT traversaland QoS over Cable HSD

• Policy enforcement formultimedia services

• Access andinterconnectborder control

Vendor IMS Strategies Must Be Flexible toAdapt to Each Segment’s Needs


Cisco IP NGN ArchitectureAchieving a Whole Greater Than the Sum of the Parts

Intelligent Networking

GamingData

Center

Presence-Based

TelephonyWeb

ServicesMobileApps

IPContactCenter

IntelligentEdge

CustomerElement

MultiserviceCore

Access/Aggregation

App

licat

ion

Laye

rSe

rvic

eLa

yer

Net

wor

kLa

yer

Transport

Ope

ratio

nal L

ayer

ServiceExchange

OpenFrameworkfor Enabling

‘Triple Play onthe Move’(Data, Voice,

Video, Mobility)

Identity Policy Billing

Mobility

SelfService


Triple Play on the MoveProviding Means for Service Continuity, Customer Stickiness

Enterprise Home

Small Business PSTN

Branch Office

ASP

Hotel/Airport

MobileWireless

SONET

DPTCABLE DSL DIAL

LR ETHERNET

LR ETHERNET

DWDM

METRO


Service Exchange FrameworkEnabling Personalized Rich Media Services

MOBILITY SERVICES MANAGEMENTDevice RoamingService MobilityUser Mobility

MULTIDIMENSIONAL IDENTITY MANAGEMENTUser / Device IDSubscriber AwarenessLocation / PresenceService RegistrationAudit / LoggingAssured Authentication

DYNAMIC SESSION MANAGEMENTCall ControlSession Border ControlRich-Media ControlDiff Bandwidth & QoS per SessionAccounting / Billing

POLICY AND RESOURCE MANAGEMENTSubscriber PolicyApplication / ChainingPer-Sub ServiceService Invocation

Who?• Who is the user?

• Devices• Profile• Location• Presence

What?• What can the user do?

• Within what timeframe• To what extent• Under what rules

How?• How can I dynamically control resources?

• Interwork & provide rich media control• Monitor & charge on a per

service / per user basis• Enable application awareness

Where?• Where can the user roam?

• Track/recognize user devicesacross carriers

• Maintain user sessions acrossmultiple networks

• Offer all services in all locations

ServiceExchange

Framework


CONTROL: Turning an Uncontrolled Network …

Barriers to HarnessingMore Profit:• Insufficient information yields anuncertain revenue model

• Network congestion and contention forscarce bandwidth degrades subscriberexperience, leading to increased churn

Cable POP

DSL POP

Mobile POP

Optical POP))))))

))))))

BackboneNetwork

InternetOSS

Billing NMS

ContentDeliveryNetwork

MultimediaServers

PSTN

Service Exchange Enables:• Application and subscriber-level control• Usage reporting and billing• Programmability for any current/futurecustomer need

• Mobility management

ServiceExchange

… Into a Controlled Network


User Identification and Control Enables CustomizationIdentify Users and Serve Them According to Unique Profiles

Physical(1)

Data-Link(2)

Network(3)

Transport(4)

Session(5)

Presentation(6)

Application(7)

Network Control:User-Experience linkedto Network Categories

Data Characterization, Grouping into administrativeDomains, and Treatmentdefined based on NetworkCharacteristics, e.g., • Interfaces, VLANs, VCI/VPI• Access Protocols/Methods

Virtualization of the Network Layer for the User

Physical(1)

Data-Link(2)

Network(3)

Transport(4)

Session(5)

Presentation(6)

Application(7)

Session Control:“User-Aware Network”

Data Characterization, Grouping and Treatmentdefined independent of NetworkCharacteristics.


ServiceExchange

SERVICES: One Size Does Not Fit AllValue Add Comes from Personalization

Service-Aware IP Infrastructure

VirtualWAN

Manager

VoIP

Bandwidthon Demand

ContentAware Prepaid

TieredServices

Content AwarePostpaid

P2P Control

ParentalControl

AccessControl

DoSProtection

IntrusionDetection SPAM Control VoD Digital

RightsManagement

LawfulInspection


Agenda





Service Exchange PossibilitiesPlays to Top and Bottom Lines of an SP Business

Rev

enue

Gro

wth

New Services

OpEx R

eductionEfficiencies


TCP Session Limits

Protocol Restriction(No IPsec)

Turbo Button

Subscriber Self-CarePortal and Accounting

Intelligent and Secure IP NetworksCreate New Service Opportunities and Increase ARPU

Walled Garden Portal

Pre-Paid Services(Volume, Time…)

Per-User Firewall

Integrated toThird-Party Billing

Export Data Formatfor Billing Services

User-Based Billing

Virus Filtering

Peer-to-PeerTraffic Marking

Traffic PatternAnalysis

SLA Monitoringand Reporting

Revenue-Generating

Services


Cisco Service ExchangeComprehensive Support for Non-SIP Apps

MoreServices

GreaterEfficiencies

BetterControl

• Personalization anddifferentiation throughself selection

• Content filtering throughdeep packet inspection

• More granular chargingmodels with extensivepre/post-paid options

• Service prioritization viadeep packet inspection

• Preserve video QoS viaefficient managementof oversubscription

• Greater scalabilitythrough contentvirtualization

• Network-based servicecontrol and chargingmultiple accesstechnologies

• Fair use enforcementthrough deep packetinspection

• Higher availabilitythrough enhancedsecurity

• Transparent mobiledata networking acrossmultiple accessnetworks


Cisco Service Exchange FrameworkCase Studies

• Subscriber-managed parental control• Basic web site blacklisting provided

free of charge• Comprehensive filtering and security

for a small monthly subscription

Content Filtering

• Simplifies the end user experience• Personalize per user including self

subscription and account refresh—e.g.,new consumer service activation

Personalization via Self Selection

MoreServices

Page Blocked!Forbidden

Content Detected


Features ofthe Future

WiFi phonesDual mode handsetsVanity featuresHiFi / High-def voicePictures and videoVideo telephony

Call logClick to dialWeb-based voicemailCustom ring tonesMobilityArea code selection

Today’sAdvancedFeatures

Enhanced IP Communications Services & FeaturesSuperior to PSTN Telephony

Call waiting3-way callingCaller IDMulti-lineCall forwarding

Standard AnalogFeatures

MoreServices



GreaterEfficiencies

Efficient Management ofVideo Oversubscription

• Preserves quality of experience• Provides network-based graceful busy

signal when demand exceeds capacity• In trials at major MSO, critical for IPTV

Video Call Admission Control• Enable new business models between

content and service providersDetect and manage affiliatedapplications and align QoSCo-branding and fee sharing

Service Prioritization viaDeep Packet Inspection

Reduced TransitCosts

Web

P2P

Actual Customer

Data

Actual Customer

Data

220,000200,000180,000160,000140,000120,000100,00080,00060,00040,00020,000

0

KB

ITS

/SE

C

Week #1 Week #3 Week #5

Hourly Total Bandwidth (Kbits/Sec) Per Serv ice

Managing P2P Applications



Implement Fair Use Policy

• Eliminates bandwidth bottlenecks• Enhanced user experience

User quota based on 7-day timeframe16 kbps28 kbps28 kbps48 kbps P2P

48 kbps65 kbps128 kbpsNo Limitaudio /video streaming

256 kbps

256 kbps No LimitNo Limite-mail + WWW

over 5.6 GB

less then 5.6 GB

less then 4.2 GB

less than 2.8 GB

Usage

16 kbps28 kbps28 kbps48 kbps P2P

48 kbps65 kbps128 kbpsNo Limitaudio /video streaming

256 kbps

256 kbps No LimitNo Limite-mail + WWW

over 5.6 GB

less then 5.6 GB

less then 4.2 GB

less than 2.8 GB

Usage

BetterControl

Enhanced Security Services• DDoS service provider

infrastructure protection• Peering edge DDoS

protection• Managed service models

DefendDefend

DetectDetectMitigateMitigate

InjectInject DivertDivert

Infrastructure

ProtectionClean diverted

Traffic using

Cisco guard

Re-inject

cleaned

traffic

Proactive threat

Detection

Enhanced Security-DDoS Protection


Typical Tiered Service Model Pricing ExampleAdding Value to Differentiate Services

MEMBER SERVICE FAMILY SERVICE BUSINESS SERVICE•One IP Address•2MB Down•512K Uplink

•One IP Address•4MB Down•512K Uplink

•Three IP Addresses•6MB Down•1MB Uplink

•500 Minutes paid •Unlimited •Unlimited

$19.95 $49.95$9.95

•Email•Basic Internet•P2P Marked

•Email / Video•Full Internet•100 TCP Sessions•P2P Traffic Marking•Child-safe Internet•Pop-up Blocker

•Email / Video / Voice• Wireless Internet• No TCP Limits• P2P Traffic• Firewall• IPSEC VPN Speed Up

NEW

$29.95 $69.95$39.95

BetterControl


Enhanced VoBB Service ExamplesImproving the Quality and Control of the User Experience

Video on DemandTV on Demand / nPVR

Broadcast Television Video StreamingVideo Phone /Video Conferencing

Gaming / Interactive TV

“Over the Top”Video

ManagedVideo

Applications

VideoCommunications

Services

Video to Other Devices

BetterControl


Agenda





Service Usage Reports and PolicyEnforcement Network Analysis and SubscriberIntelligence

Granular Usage Analysis:• Analysis by subscriber

• Classification by application

• Layer 4–7 deep packet inspection ensures actionable data

• Detailed demographic analysis

Operators can finally assess how subscribersare using the network


Combining Application and Transport Based ServicesFlexible Combinations of Content, Volume, Bandwidth

Application /Content

Recognition (Deep packet

inspection)

Transport Traffic Control(Pre-paid volumes; bandwidth management)

Content

Volume

48* 28* 16*28*

128* 64* 48*

256* 256*Email;WWW

Peer2Peer

IPsec;VPN; FTP

* Service Specific Access Bandwidth in kbps(Example from a mobile-wireless service)

< 2.8GB < 4.2GB < 5.6GB unlimited

High Degree of Customization Coupled with Granular Network Resource

Control and Planning


Services (PDP)

Policy Control(PEP / PDP)

Access & Aggregation& CPE(PEP)

Policy Control Framework

PolicyServerAccounting Authorisation

Standards based transport protocol

Standards based transport protocol

Info

rmat

ion

Mod

el

WebPortal

PolicyServer

3.3. Application PlaneApplication Plane

2.2. Policy PlanePolicy Plane

1.1. Network PlaneNetwork Plane


Customer self-provisioning

• Customer subscribed to an-entry-level profile.

• All customer’s accesslines are identicallyprovisoned (i.e. DSL profileat max access speed).

• Service exchange enforcescurrent customer speedand traffic profile.

• Customers candynamically changeprofiles with no manualintervention.

• Profile change can bepermanent (new tariff plan)or time-limited(promotional offers).


Documents

Cisco Service Exchange Framework and Policy Management · Cisco Service Exchange Framework and Policy Management ... 3M 5M 100K 50K Terabits per Day 75K 400B ... to Focus on Core