Intelligent Network for VAS

BySai Kiran

Intelligent Network(IN)Why Intelligent NetworkAdvanced Intelligent Network(AIN)AIN/IN ServicesWhat is VAS?VAS Solutions & ServicesWhat is Wireless INCAMEL & SIGTRANArchitecture of VASFuture VASAdvantages and Disadvantages of VAS

Contents

• An intelligent network (IN) is a service-independent telecommunications network. That is, intelligence is taken out of the switch and placed in computer nodes that are distributed throughout the network.

• The basic promise of the Intelligent Network is to separate the core intelligence and databases for controlling services from the switching elements.

• This separation results in the optimization of software, database and hardware architectures, permitting developers and operators to implement value-added network and subscriber services, such as optimal routing, satellite-cellular roaming, voice mail, single number service, alternate billing, call forwarding, call barring and conference calling.

Intelligent Network

• Introduce New Services Rapidly

• Provide Service Customization

• Establish Vendor Independence

• Create Open Interfaces

• Local Number Portability

Why intelligent networking?

Architecture of IN

• Advanced intelligent networks (AIN's) are telecommunications networks that are capable of providing advanced services through the use of distributed databases that provide additional information to call processing and routing requests.

• The advanced intelligent network (AIN) is a combination of the SS7 signaling network, interactive database nodes, and development tools that allow for the processing of signaling messages to provide for advanced telecommunications services.

Advanced Intelligent Network – AIN

Architecture of AIN

• Freephone

• Universal Access Number

• Premium Rate Service

• Credit or Account Card Service

• Universal Personal Telecommunication (UPT)

• Televoting

• Virtual Private Network (VPN)

AIN/IN services:

What is VAS?

• Initially mobile telephony only provided voice based service, although even this caused a revolution in the field of telecommunications. After a period of time, service providers began to transmit data on the same channel as voice, hence better exploiting the available channel resources. As a result any additional non-voice service is called a Value Added Service (VAS).

VAS SOLUTIONSThe competition in the telecom industry has made Value added services (VAS) as a key service differentiator for the telecom service provider. Enabling innovative, easily deployable and technologically advanced mobile Value Added Services (VAS) at competitive rates to both - individuals and enterprises is impetus for profitability for the Telecom service providers.

VAS SERVICES

• Enabling Innovation

 

» Ideation factory

» Concept Developments

» Creating prototype

» Design and development

» Localization

• System Integration and Managed Services

 

» Integration with the Core, VAS and IT network

» Managing VAS nodes

» Performing business and technical operations

» Third Party Ecosystem Coordination & Management   

Digital asset Management

Application Store

» 30,000+ apps /all platforms

» Device and Service provider agnostic

» Supports various business models

» Multiple billing channels

» Application porting support and aggregation

» Partner and subscription Management

» Multi tenancy

Content Delivery Platform» End to end solutions : Localization of content, network services, billing, settlement and

management

» Delivery via: SMS, MMS, WAP push, Download, Streaming, IVR etc

» Designed to be: Easy to deploy, Secure, Robust & Scalable

» Platform-agnostic, allowing operators to consolidate all of their content services with support for all devices

» Offers near real time event specific content to mobile subscribers worldwide

» Provides WAP and Web based service portal for white-label offerings

» Has been designed for ease of integration with external systems, including:

 

◊ Content ingestion (full range of content types)

◊ Messaging systems (SMSC, MMSC)

◊ Billing systems (e.g. Mobile billing, Credit/Debit card)

◊ Web and Mobile Storefronts

3G Portfolio» Mobile TV enables consumer to watch Live TV and Personalized Content Anytime,

Anywhere

» Participation TV enables consumers to interact and contribute to live TV broadcasting.

» Video Blogging enables consumer to capture and view noteworthy events by dialling into video enabled blog or directly uploading the Video using web interface

» Video SMS, innovative, interactive and fun way to send Video messages on mobile phones

» Video Mail progression of voice mail enabling ease of use with animated menus

» Multiplayer Gaming enables consumers to play games in real time with 3G compliant handset

» Media Share Solution enables consumer to record footage via 3G video call to a pre destined TV station video portal/inbox

» Many more innovative 3G services

Commerce Portfolio» Mobile Banking enables consumer to access his account through phones

» NFC Payment enables consumers to have contactless payment solutions

» Smart Ticketing enables consumers to do ticketing through mobile phones

» Mobile Wallet enables consumer to operate all the functions of a wallet such as carry cash, credit cards, Loyalty cards etc

» Money Transfer enables consumer to transfer money through mobile phone

» Mobile Shopping enables consumers to select product on the mobile and pay through mobile too.

» Store Value Card enables consumers to carry all information of any store value card on the Mobile.

Advertisement Portfolio

» Campaign Manager Loyalty & Recommendation Engine

» Mobile Couponing Framework

» Channel supported - SMS, MMS, Voice, WAP, Video

Location Based Services Portfolio» Location

» Buddy Finder

» Directory Services

» Fleet Management

» Traffic Alerts

» Child Tracker

Quality assurance portfolio» Device Testing and Certification

» Field Testing

» Protocol Testing

» Conformance Testing

» Pre-certification Testing

» Operator Acceptance Testing

» Accessory Testing

» U SIM Testing

» Bench Marking

» Performance Testing

» Interoperability Testing across globe covering multiple operators in parallel

Application Testing

» Testing in live network

» Field Testing

» Testing across handsets, carriers and locations

» Real time testing in 24-48 hours

What is Wireless Intelligent Networking?An Evolving Network Architecture

Enhanced Mobile Services

New Capabilities

Intelligent Networking

Features Controlled Outside the Switch

Defined for Wire line and Wireless Networks

Intelligent Network CharacteristicsIt allows for rapid introduction of new services

It is customer and telephone provider programmable

It is supplier transparent and independent

It supports enhanced service provider access

Intelligent Networking StandardsCustomized Applications for Mobile network Enhanced Logic (CAMEL)

ETSI 1991 Phase 1ETSI 1994 Phase 2ETSI 1996 Phase 2+ R96 Phase 1 GSM TS 02.78 GSM 03.78 GSM TS 09.78ETSI 1997 Phase 2+ R97 Phase 2 GSM TS 02.78 GSM 03.78 GSM TS 09.78ETSI 1998 Phase 2+ R98 Phase 2 GSM TS 02.78 GSM 03.78 GSM TS 09.783GPP 1999 3G R99 Phase 3 3GPP TS 22.078 3GPP TS 23.078 3GPP TS 29.0783GPP 2000 3G Rel-4 Phase 3 3GPP TS 22.078 3GPP TS 23.078 3GPP TS 29.0783GPP 2002 3G Rel-5 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.0783GPP 2004 3G Rel-6 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.0783GPP 2006 3G Rel-7 Phase 4 3GPP TS 22.078 3GPP TS 23.278 3GPP TS 29.078

Resp YearGSM

ReleaseCAME

L Phase

CAMELStage 1

CAMELStage 2

CAMELStage 3

Intelligent Networking PhasesCAMEL

CAMELPhase 1

CAMELPhase 2

Additional EDPs interaction between a user and a service using announcements, voice prompting and information

collection via in-band or USSD interaction; Control of call duration and transfer of AoC Information to the ms; The CSE can be informed about the invocation of the supplementary services ECT, CD and MPTY; For easier post-processing, charging information from a serving node can be integrated in normal

call records.

Support of facilities to avoid overload; Capabilities to support Dialed Services; Capabilities to handle mobility events, such as not-reachable and roaming; Control of GPRS sessions and PDP contexts; Control of mobile originating SMS through both CS and PS serving network entities; Interworking with SoLSA (Support of Localized Service Area) (optional) The CSE can be informed about the invocation of the SS CCBS.

CAMELPhase 3

Control of MO, MT and MF calls Any time interrogation

Support of Optimal Routing for CS mobile to mobile calls; Capability of the CSE to create additional parties in an existing call; Capability for the CSE to create a new call unrelated to any other existing call; Capabilities for the enhanced handling of call party connections; Capability for the CSE to control sessions in the IP Multimedia Subsystem (IMS); Enhanced CSE capability for dialed services; The capability to report basic service changes during ongoing call; The CSE capability to select between preferred and less preferred bearer services; The capability for the CSE to control trunk originated calls; The capability for the CSE to request additional dialed digits;

CAMELPhase 4

Release 5

Release 6

Release 7

Overall CAMEL ArchitecturegsmSCF

GPRSDialogueHandler

gprsSSF

SGSN GGSNMobileStation

CAP Interface

Internal CAP Interface

Internal Interface

GTP

Structure of SIGTRAN

Transportation layer： SCTP is adopted ， provide reliable information

transportation over IP network.

User adaption layer： Here are many adapting modules, provide the software

interfaces for the different upper modules of SS7 ,and encapsulate the signaling of upper layer in SCTP .

Reliable Protocols - Sigtran

IP

M2UA M2PAM3UA SUA

IUA

MTP3 ISDN

TUP/ISUP SCCP

TCAP

SCTP

SCTP provides reliable transport mechanism

SIGTRAN adaptation and peer

protocols specifically designed to

handle ss7 stack over IPM3UAM2UAM2PASUAIUA

Architecture Of VAS

• Improved connectivity will allow better and more interactive ads instead of the current boring SMS based ones.

• M-Commerce, M-Law, M-Governance, M-agriculture and M-education as the areas to develop in value added services on the mobile phone.

• Increase in the number of smartphones, an ever increasing interest in social networking sites, an appetite for data intensive services and also an inclination of consumers to go beyond voice-are shaping the phenomenal presence of VAS are few factors responsible for growth of VAS.

Future VAS

• Future VAS (Contd..)

The rural MVAS market has a lot of untapped potential and location based services and local language content will be the key to serve this market.

With the ARPUs falling due to voice calls in the country becoming the cheapest in the world, the Indian operators are now focusing on VAS to curb their falling profits.

Predicting smart phone penetration to rise from 5.2% of the mobile subscription base to 14% by 2014.

With 3G services ironing its way in, the VAS industry is expected to increase its share manifold, with some industry estimates pegging the figure at Rs 200 bn by 2015.

• Advantages:

• From the business perspective, value-added services generate revenue and enhance consumer convenience, which lead to loyal, happy customers”.

• Amongst all the VAS, SMS (short messaging service) has proved to be a runaway success.

• From the consumer's point of view, VAS offers enough flexibility to check emails, chat on messenger, download ring tones that save time and are convenient.

Advantages and Disadvantages of VAS

Disadvantages:

• You might just download a virus while availing the value-added services offered by cell phone operators.

• A malicious worm (virus) is capable of wiping out numbers from the phone book and other data stored on the hand-set.

• Worms can also send messages purporting to originate from your hand-set.

Services of VAS

VAS Services in 2G:

•Entertainment & Lifestyle

•Games, Downloads & Applications

•Social Networking

•Mail & Messaging

•News & Finance

•Caller Management Services 

VAS Services in 3G:

•Video calling

•High Speed Internet

•HD Gaming

•Video Blogging

VAS Services in 4G:

•Live TV

•Higher Internet Speed than in 3g