Services innovation worldwide
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Services Innovation Worldwide. Jerry Skurla Marketing Director , NMS Kirk Mosher Sr. Product Line Manager, Netra Systems, Sun Microsystems. Agenda. Market and services trends Regional view Trend data Applications Carrier-grade platform and development trends

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Services innovation worldwide

Services Innovation Worldwide

Jerry SkurlaMarketing Director, NMS

Kirk MosherSr. Product Line Manager, Netra Systems, Sun Microsystems


Agenda

Agenda

  • Market and services trends

    • Regional view

    • Trend data

    • Applications

  • Carrier-grade platform and development trends

    • The IT-fication of the telecom network

    • Implications for carrier-grade developers

www.nmscommunications.com


Regional view consumer services

Europe

Asia

Americas

Regional View — Consumer Services

  • Subscription-based music services

  • Full-track over-the-air downloads

  • Broadcast Mobile TV

  • Ringback tones

  • M-Commerce &m-payments

  • JAVA games

  • Adult content

  • Voice/SMS

  • Mobile TV

  • Mobile music

  • Ringback tones

  • Off-portal content

  • Adult content

  • Voice/SMS

  • Mobile IM

  • Ringback tones

  • Mobile video/TV

  • Off-portal content and mobile music

Source: Yankee Group 2005

www.nmscommunications.com


Regional view business services

Europe

Asia

Americas

Regional View — Business Services

  • Convergence: Dual mode VoWLAN phones

  • Integrated 3G/WiFi service packages and radio embedded laptops

  • Fixed wireless broadband (over CDMA)

  • M2M/remote monitoring

  • Mobile email

  • 3G data cards

  • Fixed/Mobile substitution & PBX displacement

  • Fixed/Mobile Convergence & mobile PBX integration

  • Wireless email

  • 3G data cards/ remote access

  • Location-based services

  • Device management

Source: Yankee Group 2005

www.nmscommunications.com


Europe stagnating voice arpu

Europe — Stagnating Voice ARPU

Data Drives Revenue Growth as Voice ARPU Stagnates

  • Competition/regulation drive down voice costs

  • Low elasticity of demand

  • Data/VAS drive revenue growth in Western Europe

Source: Yankee Group, EMEA Wireless/Mobile Integrated Forecast

www.nmscommunications.com


Europe steady migration from basic to advanced services

Europe — Steady Migration from Basic to Advanced Services

Western Europe (2007)

Forecast refers to Mobile Operators’ revenues

Source: The Yankee Group

www.nmscommunications.com


Europe non messaging services arouse interest

Europe — Non-Messaging Services Arouse Interest

www.nmscommunications.com


Europe video

Europe — Video

AlloCiné

  • French premium “movie phone” service

  • View movie trailers before buying tickets

  • Launched at renowned Cannes Film Festival

  • Two months from concept to launch

www.nmscommunications.com


Europe voice portals

Europe — Voice Portals

1-2-3 TV

  • Germany’s first interactive television auction channel

  • “eBay” on cable TV

  • Speak input to voice portal

  • Portal integrates user, contact center, TV graphics and order logistics

  • Three months from final concept to launch

www.nmscommunications.com


Asia mobile services share

100%

16.1%

19.1%

21.5%

23.5%

25.1%

26.6%

80%

60%

83.9%

80.9%

78.5%

76.5%

74.9%

40%

73.4%

20%

0%

2004

2005

2006

2007

2008

2009

Mobile Voice

Mobile Data

Asia — Mobile Services Share

Source: In-Stat, 03/05 - Revenue

www.nmscommunications.com


Asia youth market drives data

Asia — Youth Market Drives Data

Revenue Contribution by Segment 2004

www.nmscommunications.com


Asia youth messaging

Asia — Youth Messaging

Messaging Revenue by Segment 2004

www.nmscommunications.com


Asia messaging

Asia — Messaging

Caller usingBubbletalk

“Bubble Talk” in Malaysia

  • Conversation avoidance

  • Subscriber calls system with automatic speech recognition

  • Speaks message and number to be called

  • System calls number using text to speech and speaks message

MobileNetwork

Phone receivesTTS message

www.nmscommunications.com


Asia entertainment

Asia — Entertainment

“Catch Music” in Taiwan

  • Music trivia party game

  • Subscriber calls system, prompts for type of music or song to “Catch”

  • Subscriber picks category, system plays random song

  • Subscriber guesses title/artist and says their guess to system

  • Play as long or as often as desired

  • Monthly prizes awarded by operator for highest scores

  • Average hold time — 10.5 minutes

www.nmscommunications.com


Asia video

Asia — Video

Video switching – DoCoMo Japan

  • Users reluctant to use video calls

    • Calling party must have a 3G phone

    • Additional cost while video “need” most likely is limited

  • User starts voice call as usual

    • Simply add video if required and if accepted by other party

    • Billed only for video add-on

    • Return to “Voice only” mode easily

    • Works with 2.5G phones

www.nmscommunications.com


Asia video1

Asia — Video

Pet monitoring — DoCoMo Japan

  • Aimed at single professionals with pets

  • Video camera equipped with FOMA card at home

  • Subscriber uses FOMA phone at work to call home

  • Check in and see/hear pet live

www.nmscommunications.com


Trends in carrier grade platforms and development

Trends in Carrier Grade Platforms and Development

Kirk MosherSr. Product Line ManagerNetra Systems GroupSun Microsystems

www.sun.com


Agenda1

Agenda

  • Sun in Telecom

  • Carrier-Grade Platform and Development Trends

    • Multi-thread, low-power CPUs

    • High-density, ATCA blade servers

    • Carrier-grade operating systems

    • Programmable middleware components

  • Implications for Carrier-Grade Developers

www.sun.com


Sun in telecom 1 in telecom data and carrier grade servers

Sun in Telecom#1 in Telecom Data and Carrier-Grade Servers

Source: Instat/MDR Teledatacom Server Report (Nov 04)

www.sun.com


Sun netra product family carrier grade servers

Netra ATCA

Netra 1280

Netra 440

Netra CT820

Netra 240

Netra CT410/810

Netra 120

Sun Netra Product FamilyCarrier-Grade Servers

  • Broad product family

  • NEBS L3 certified

  • PICMG standard blades

  • Highly reliable — Five 9s +

  • Proven carrier-grade OS

  • Telecom system mgmt

  • OEM-ready lifecycle

  • Competitively priced

  • RoHS Compliant (2006)

www.sun.com


Multi threaded low power cpus

Multi-Threaded, Low-Power CPUs

  • Multi-core CPUs are the first step, but not enough

    • Increases scalability & density, but don't overcome memory latency issues which affects real-world performance

  • Multi-threaded CPUs are critical to maximizing throughput

    • Overlapping threads make CPU power available at all times

    • Large shared caches minimize context switching delays

  • Low power is critical for high-density servers like ATCA

    • Power and heat dissipation will be limit CPU performance

    • Radical new designs are required to achieve performance

  • Sun's new chip multi-threading (CMT) CPUs change the game

    • 8-core, 32-thread Niagara CPU will set a new standard

    • Dramatically improving throughput at only 50 W per processor

www.sun.com


The memory bottleneck up to 75 of cpu cycles lost to memory latency

Relative Performance

10000

CPU Frequency

2x every 2 Years

DRAM Speeds

1000

Gap

100

10

2x every 6 Years

1

1980

1985

1995

2000

2005

1990

The Memory BottleneckUp to 75% of CPU cycles lost to memory latency

www.sun.com


Chip multi threading cmt overcoming memory latency

Thread 4

C

M

C

M

C

M

Thread 3

C

M

C

M

C

M

Thread 2

C

M

C

M

C

M

Thread 1

C

M

C

M

C

M

Chip Multi-Threading (CMT)Overcoming Memory Latency

Time

Memory Latency

Compute


Cmt thermal advantage cool threads design

CMT Thermal Advantage“Cool Threads” Design

C0 C1 C2 C3

107C

102C

96C

91C

85C

80C

74C

69C

63C

58C

  • Cooler — improved performance, power & reliability

  • Uniform — improved thermal mgmt & clock distribution

C4 C5 C6 C7

Single-Core Processor

CMT Processor

www.sun.com


Cmt power performance advantage power density decreases without performance loss

CMT

CMT Power/Performance AdvantagePower Density Decreases without Performance Loss

www.sun.com


High density atca blade servers

High-Density ATCA Blade Servers

  • Carriers need to increase capacity to deliver new services

    • ARPU is the key to profitability

    • Opportunities in high bandwidth services, like 3G and VoD

  • But space and manageability are barriers to sucess

    • Central office space is at a premium

    • Simply adding more servers becomes unmanageable

  • ATCA is a solution for high-capacity, high-bandwidth services

    • Dramatically increases compute capacity per blade

    • Provides high-speed interconnects to reduce bottlenecks

  • ATCA is best for horizontally scaled networks and services

    • Great platform for control plane and OAM applications

    • Potential for bearer plane applications with CMT technology

www.sun.com


Sun netra atca blade platform next generation high density blade server

Sun Netra ATCA Blade PlatformNext-Generation, High-Density Blade Server

  • Highest-density ATCA server

    • 14 slot/12U server with dual GBE switches

  • Carrier-grade reliability – 6x9s+

    • NEBS L3 certified, redundant components

  • Dual processor/core ATCA blades

    • UltraSparc IIIi and Opteron processors

  • Carrier-grade operating systems

    • Solaris, Solaris-x64 and Monta Vista Linux

  • SAF-compliant blade management/HA

    • Managed object hierarchy, Netra HA suite

  • OEM lifecycle & services

    • Guaranteed lifecycle, worldwide support, integration services

www.sun.com


Sip application media server sun atca nms ntt comware demonstration

NMS MG 7000A

Media Processing Blade

Sun Netra ATCA Blade Platform

Dual GBe Switches

ATCA SPARC Blades

SIP Application & Media Server

NTT-Comware

SIP Application & Media ServerSun ATCA/NMS/NTT COMWARE Demonstration

www.sun.com


Managed object hierarchy standards based blade management system

Components

Information Model

Implementation

Standards

Element Mgmt.System

GNIM

CCIT x7xx

Network Equipment Provider

ITU TMN M3100

Mapping Layer

SAF SMS

SAF SMS/AIS

SAF AIS/CLM

Base OAM SW

DMTF(Distributed Mgmt.

Task Force)

CIM

DMTF CMPI

SAF HPI

Mapping Layer

SAF HPI

SAF HPI

SAF HPI

API

OS

SAF HPI

and PICMG

PICMG Mgmt

PICMG Mgmt

Sensors

(Thermisters, WatchDog

Timers, IPMI Controller)

FLAT SENSOR DATA

Mapping Layer

PICMG

Blade HW

Chassis, Blades and AMC

Hardware vendors

PICMG

Managed Object HierarchyStandards-Based Blade Management System

Managed Object Hierarchy

Processor Mgmt Services

Platform Daemon

www.sun.com


Netra high availability suite carrier grade fast failover fault diagnosis

Switch

Switch

Master Cluster

Controller

Vice Master

Controller

Expansion

On Demand!

Failover

Secondary NFS/

Boot Server

Primary NFS/

Boot Server

Netra High Availability SuiteCarrier-Grade Fast Failover & Fault Diagnosis

  • HA failover services

  • Up to 64 nodes

  • CGTP support

  • Cluster Membership Monitor (CMM)

  • Reliable NFS/boot

  • Fault diagnosis

  • Auto-restart

  • SAF AIS compliant (future)

www.sun.com


Carrier grade operating systems

Carrier-Grade Operating Systems

  • Choice of carrier-grade operating system is critical to success

    • Must be highly reliable and available to maintain uptime

    • Offer telecom system management and standards

  • Solaris — most widely deployment carrier grade operating system

    • Proven reliability in core infrastructure and service applications

    • Provides binary compatibility and investment protection

  • Solaris 10 sets new standard in reliability and performance

    • Built-in application containerization to isolate faults

    • Dynamic tracing provides real-time performance optimization

  • For x64/x86 products, Sun will offer choice of operating systems

    • Solaris x64 — same carrier grade capabilities as Solaris SPARC

    • CG Linux — will offer optimized version of Monta Vista Linux

www.sun.com


Solaris containers virtualization made simple safe and secure

Solaris ContainersVirtualization Made Simple, Safe and Secure

  • Breakthrough approach to virtualization

    • Host 1,000s of applications/services on one system with one OS instance

    • Hardware independent

  • Dynamically adjustable to service needs

    • Easy to create, replicate & maintain

    • Less than 1% system overhead

  • Higher uptime & security

    • Each service fault- and intrusion- isolated

    • Instant Restart: containers start in seconds

  • Reduced costs

    • Increased utilization of people and machines

www.sun.com


Dynamic tracing dtrace built in real time probes for application optimization

Dynamic Tracing (DTrace)Built-in Real Time Probes for Application Optimization

  • Breakthrough approach for tuning

    • Power tool for real-time analysis, diagnosis

  • Safe and comprehensive

    • Non invasive, little overhead, easy to use

    • One view into both system and application level

    • Over 30,000 data monitoring points

  • Designed for live use on production systems

    • No need to force failure, then do post-mortem debug

    • No need to re-create the problem on test systems

    • No need to run different, slow, instrumented OS in production

  • Increased performance with minimal effort

    • Solutions found in minutes or hours, not days or weeks

    • Results: 30%-300% performance improvements on same system

www.sun.com


Dynamic tracing dtrace built in real time probes for application optimization1

Dynamic Tracing (DTrace)Built-in Real-Time Probes for Application Optimization

+300%in 5 Hours

+267%in 2 Days

+80%in a Day

+35%in anAfternoon

+32%BeforeLunch

FinancialDatabase

Online ParcelTrackingSystem

FuturesForecastingApplication

MessageHandingBenchmark

DataRoutingApplication

www.sun.com


Programmable middleware

Programmable Middleware

  • Layered IP-based service architectures increase reusability

    • Eliminates the need for redundant stove-pipe components

    • Increases efficiency and time-to-market for new services

  • But they also increase complexity

    • Requires component interaction with multiple services

    • Must develop resource adapters for multiple networks

  • Programmable middleware reduces development and cost

    • Need single sign-on for multiple services

    • Leverage common service logic execution environment

  • Java-based middleware and APIs provide the foundation

    • Sun's Java Enterprise System (Java ES) software suite

    • Java-based APIs such as JAIN-SLEE and OSS/J

www.sun.com


Open service delivery platform java programming model for ip based service creation

Java Enterprise Edition (Java EE)

Web Container

BPEL Engine

EJB Container

HTTP

EJB

Servlet

SOAP

Portal Server

Access Manager

EJB

Quality ofService API

Servlet

EJB

Java Service Logic Execution Environment (JSLEE)

Service Building Block (SBB) Container

JAIN SIP

Location API

Wireless Messaging API

Services

Access

SBB

SBB

SBB

ServiceEnablers

Java SE

Java ME

JBIRA

JEERA

Service Interaction Manager

SS7

SIP

SIP

TCAP

CAP

INAP

MAP

MM7

SMPP

SIP

CSCF

MSC

HSS

Common Network Resources

Open Service Delivery PlatformJava Programming Model for IP-Based Service Creation

ParlayCA

JSLEECA

App

App

TroubleTicket API

Java Business Integration Bus

ServiceActivation API

SIP API

Access

Manager

IP Billing API

EnablerSBB

SBB

OSS/J

Network Resource Adapters

MMSC

SMSC

www.sun.com


Federated identity management single sign on and access control across services

Federated Identity ManagementSingle Sign-on and Access Control Across Services

  • Directory Server — Secure, highly available, scalable and easy-to-manage directory services

  • Identity Manager — Managing identity profiles and permissions throughout the entire identity lifecycle

  • Access Manager — Delivering single sign-on, access control and federation services across intranets and extranets

www.sun.com


Jain slee service logic execution for converged networks

JAIN SLEEService Logic Execution for Converged Networks

Leading JAIN SLEE Providers — OpenCloud & jNETx

www.sun.com


Content delivery server simplifying content management and delivery

Maintain a wholesale list of available apps, services & content across the Web

Individually brand & stock vending managers

SELL

SELL

SELL

SELL

Content

Providers

JAVA APPS

CONTENT

SERVICES

DELIVER

Control services & access

Deliver purchased goods

Content Delivery ServerSimplifying Content Management and Delivery

Java System

Content Delivery Server

LIST

Publish

Find/Offer

Stocking &

Placement

Purchase

Purchase

Retrieve

Download

www.sun.com


Java portal server intelligent rendering for any access device

Securely Delivered to Targeted Communities

Data No MatterWhere It Resides

Aggregatedand Personalized

Via Any Device

Mobile Access Pack

  • Intelligent Rendering for Any Access Device

  • Mobile Groupware Connectivity

  • Voice Access

  • WAP 2.0

  • JSR 188 Support

  • Included with Java Enterprise System!

Enterprise, Legacy &Business Intelligence

Employee

3rd Party Data andInformation Feeds

Supplier

Communication &Collaboration

Web Pages & Links

Partner

Process AutomationServcies

AuthenticationMechanism

IdentityAttributes

IdentityFunctions

Customer

Java Portal ServerIntelligent Rendering for Any Access Device

www.sun.com


Questions contact info jerry skurla@nmss com kirk mosher@sun com

Questions?Contact Info:[email protected]@sun.com


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