Embed Size (px)
Citation preview
WIMS 2.0: Converging IMS and Web 2.0New multimedia services for telecom networks
TELEFÓNICA I+D, REFERENCE ARCHITECTURES FOR NEW NETWORKS PLATFORMS
David Lozano, David Moro
UNIVERSIDAD POLITÉCNICA DE MADRID, DEPARTEMENT OF TELEMATIC ENGINEERING
Luis Ángel Galindo
March 2008
2TELEFÓNICA I+D
01 Web 2.0: the land of new successful services
02 Telco 2.0: a changing future for the Telecom industry?
03 WIMS 2.0: Converging Telecom and Web 2.0
Index
3TELEFÓNICA I+D
01 Web 2.0: the land of new successful services
02 Telco 2.0: a changing future for the Telecom industry?
03 WIMS 2.0: Converging Telecom and Web 2.0
Index
4TELEFÓNICA I+D
User-centric applications
Social Networks
Sharing and remixing photos/videos and all kind of contents (Blogs)
Contents generated by and each type of user
— “Dios los cría y ellos se juntan” (“Birds of feather flock together”)
Web 2.0: the land of new successful servicesThe Web 2.0 revolution
01
5TELEFÓNICA I+D
Web 2.0: the land of new successful servicesWeb 2.0 map
Web 2.0
Recommendation
Affiliation
Audio
Viral Marketing
User decides
The Long TailWeb standards
Perpetual Beta
Data
AJAX
Wikis
Social Software
Blogs
CSS DesignMobilityRSS
Folksonomy
Video
IMS
Open APIs
Share
Simplicity Service
User is the core
Microformats
Economy
Usability
ParticipationRemixability
StandardizationTeleco 2.0
Design
WiMAX
Widgets
Simplicity
VC
SOAP
Syndication
Videocasting
XHTML‘Podcasting’
Granularity
Aggregation
Ruby on Rails
‘Data Inside’
Collaboration
UMTS LTE
IM
‘Page Rank’
Optimization for search engines
Presence
Cost per Click
Modularity
SEO
Trust
XFN
FOAF
Web 2.0Web 2.0
Wikipedia
GMail
CSS Beauty
GMail
eBay
Delicious
LinkedID
Itunes
PayPal
LinkedId
Jabber
Wasp
Writely
Google Maps
Google News
Yahoo Maps
BaseCamp
CastPost
TrendMapper Pandora
Blogger
Live.Com
CreativeCommons
Amazon
Delicious
BitTorrent
Skype
PayPal
Flickr
OpenBC
Technorati
AdSense
Fotolia
TagCloud
YouTube
Mozilla
Dodge Ball
MTurk
Ipodder
A9
Friendster
Upcoming Squidoo
RSSReader
OrkutBackpack
Kiko
ZenGarden
StyleGala
SimpleBits
EtsyFlock
Gmaps Mashups
IceRocket
9Rules
Zimbra
Tadalist ProtoPage MyYahooRememberTheMilk
BlinkSale
Zoozio
NetvibesUnwieldlyMeebo
AlistapartAlexa Chalk.IT
StumbleUpon
Rollyo
PubSub
Wink
InOrder
BuzzTracker
FeedBurner
Feedster
NewsGator
Rojo
Plazes
VimeoLastFM MeasureMap
WordPress
TypePad
MintPlanzo
Upcoming
SoFLow
Ning
Digg
TagTagger
Taggling
01
luis
ange
l.gal
indo
@gm
ail.c
om
GTalkGTDCloudalicious
TrendMapper 43Things
ccu
nd
erlic
ense
cc2.
5 es
of
attr
ibu
tion
04.1
1.06
6TELEFÓNICA I+D
Web 2.0: the land of new successful servicesBasic principles
01
The Long Tail
Data is the next ‘Intel Inside’
Users Add value
Network Effects by Default
Some Rights Reserved
Perpetual Beta
Cooperate, Don’t control
Software above the Level of a Single Device
© Tim O’Really 2005
7TELEFÓNICA I+D
Web 2.0: the land of new successful services01
Web 2.0
User-GeneratedContent
Applications
Network
Widgets
Search Engine
Wiki
Blog
PodCast
IM/e-mail
vCalendar
Payments
Playlist
Bookmarks
VoIP
RSS/ATOM
VCardsCMS
Transport
Mashplanet
Purchases
TV
Fring
PC
Mobile
Smartphone
Tablet PC
WiFi
Broadband
HSUPA
BT
3G
Tag
Create
Share
Download
Syndication
Connect
Communicate
Find
Publish
Collaborate
Innovate
Interact
WEB APIs MASHUPs UICOMMUNICATION
DEVICES
USERSCOMMUNITY
Web 1.0
8TELEFÓNICA I+D
01 Web 2.0: the land of new successful services
02 Telco 2.0: a changing future for the Telecom industry?
03 WIMS 2.0: Converging Telecom and Web 2.0
Index
9TELEFÓNICA I+D
Telco 2.0: a changing future for the telecom industry?Today’s Market World
02
Bye Dad,Bye Mum
I don’t know whatwe did wrong
Users are demanding the same paradigms
as they have in their desktops
Users are the core generating contents
10TELEFÓNICA I+D
Current networks are evolving towards big capacity networks
— The end of the scantiness of resources for the user
Openness, not restricting the user necessities
— Evolve towards an ‘open garden’
To focus on assets such as distribution, relationships, billing, customer data and business partnership instead of network centric vision
Willingness to learn from and interact with other Iplayers
A desire to connect people above the promotion of services and contents
— To bring innovation and agility when services are offered to the users instead of competing in price.
To relegate the fear to become a bit pipe and try to make a lucrative business of the transport of contents and services, fixing the appropriate prices and minimizing costs.
Telco 2.0: a changing future for the telecom industry?Premises
02
11TELEFÓNICA I+D
Trusted relationship brand for the ‘Digital Lifestyle’
—Divest of unnecessary capital assets
—Enhancing distribution capabilities
—Affinity partnerships
—User, the key. (loyalty, TTM, covering necessities)
Loyalclients
Innovativeand
Integratedservices
Compromisedemployees
ProfitableGrowth
Personal Communications Service Providers and Integrators
—Meet the point between services like voice, messaging, communities and presence and paradigms like on-line games, social networks and opinion sharing
Enabling Platform providers for third party services
— Interoperability with IT and Web
Connectivity Providers
—Transporting data from the services and user applications.
—Globalization of the operations, Differentiation based on the extended QoS compared with Iplayers and competitors.
Values is defined by the receivermore than the giver
Dave Ulrich
(Professor of Business Administrationat the University of Michigan )
Telco 2.0: a changing future for the telecom industry?Business models
02
12TELEFÓNICA I+D
01 Web 2.0: the land of new successful services
02 Telco 2.0: a changing future for the Telecom industry?
03 WIMS 2.0: Converging Telecom and Web 2.0
Index
13TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0IMS: keystone for Internet & Telecom convergence
Given the aforementioned situation, telecom industry needs to join the Web 2.0, the environment for the evolution of IP-based services
Why IMS to join this new service environment?
— It uses Internet technology (TCP/IP) => open-garden philosophy is feasible
— Multimedia support from the beginning
— As common control system, it provides FMC => broadest scope (wireless and fixed systems…any IP-based transport system!)
— Horizontal service development reduces TTM for new services
— To pay off for already made investments
03
Keystone for new Telecom business model
UTRAN/HSPADSL/WiFi/etc.
IP Core
IMS
TRANSPORTSUBSYSTEMS
IMS
IMS Services
WIMS Platform
Web 2.0
14TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0A two-sided strategy for convergence
1. Offering IMS capabilities to Web 2.0 environment:
— Exposure of IMS capabilities through open Web APIs:
– Portable Service Elements (PSEs): IMS widgets for “incrustation”
– IMS in Internet mashups
– Already existing initiatives (http://open.movilforum.com)
— New ways for User-Generated Content enabled by IMS
2. Using Web 2.0 services and technology to enrich telecom services:
— Incorporation of Web 2.0 content and events into telecom services
— IMS on-line applications: telecom services provided through web pages
03
IMS
API exposure
Presence
Vid
eoSh
arin
g
Sessioncontrol
IM
IMS
Feed
s
Multim
edia
Content
PSE
Benefits for both telecom and web 2.0 services
15TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0Portable Service Elements: IMS Widgets
03
PSEs for viral expansion of IMS services in Web 2.0:
— Personal communication
— Context information:
– Presence
– Localization
– Etc
— Customization of Web 2.0 services
— Target web sites: those allowing integration of widgets. Feasible in the short term
INVITEsFor 3rd party call
Audio call
Call-Me Button
On Click
16TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0IMS in Internet Mashups
03
IMS capabilities as INTEGRAL component of Web 2.0 services:
— Direct incorporation of IMS capabilities by Web 2.0 services
— Increased value for both IMS and Web 2.0 services
— Very relevant impact in the long-term
Real-timesharing of videos
Telefonica/YouTube IMDavid: Hi, what do you think aboutthis new videoJohn: amazing,…but I don’t believe him
17TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0New ways for publishing User-Generated Content
03
Mobile terminals are expected to become a crucial source of User-Generated content:
— IMS capabilities can be used to boost the publication towards Web 2.0
— User context can also be understood as User-Generated content
IMS
Presence
Publication withadded value (presence,
location, etc)
Automatic publicationof personal note
for microblogging
18TELEFÓNICA I+D
WIMS 2.0: Converging IMS and Web 2.0Web 2.0 content and events into Telecom services
03
Subscription to:
— Multimedia content from Web 2.0 services
— Generic events from Web 2.0 services
Distribution or inclusion of the obtained content/events within operator’s services => enrichment of service offer
IMS
Presence RingForward Tone
19TELEFÓNICA I+D
The most important single ingredient in the formula of success is knowing
how to get along with People
Theodore Roosevelt
